“A SURVEY ON CUSTOMER SATISFACTION OF SUZUKI

ACCESS 125CC”

A Project report submitted in partial fulfillment of the requirements for the degree
of Masters of Business Administration to IIPM, Bhopal

By
SHRADHA JANBANDHU
 STUDENT DECLARATION

I hereby declare that the project report entitled “A SURVEY ON CUSTOMER

SATISFACTION OF SUZUKI ACCESS 125 CC” submitted in partial
fulfillment of the requirements for the degree of Masters of Business
Administration to IIPM, Bhopal is my original work and not submitted for the
award of any other degree, diploma, fellowship, or any other similar title or
prizes.

Place:

Date:

_________________________

SHRADHA JANBANDHU
 EXAMINER’S CERTIFICATE

The project report of SHRADHA JANBANDHU entitled “A SUREVY ON

CUSTOMER SATISFACTION OF SUZUKI ACCESS 125 CC” is approved
and is acceptable in quality and form.

____________________ ____________________

Internal Examiner External Examiners

 UNIVERSITY STUDY CENTRE CERTIFICATE

This is to certify that the project report entitled “A SUREVY ON CUSTOMER

SATISFACTION OF SUZUKI ACCESS 125 CC” submitted in partial
fulfillment of the requirements for the degree of Masters of Business
Administration to IIPM. SHRADHA JANBANDHU has worked under my
supervision and guidance and that no part of this report has been submitted for the
award of any other degree, diploma, fellowship, or any other similar title or prizes
and that work has not been published in any journal or Magazine.

Certified

____________________

(DEAN)
 PREFACE

In today’s competitive world the practical study forms an important

part in each and every professional course. The MBA is a course in
which the theoretical knowledge is backed by the practical study. That
study is in the form of project. The Grand Project is one of the
important parts of the curriculum. And each and every student has to
work for the project.

The Grand project enables the students to know more about the
application of theoretical knowledge. The current situation of the
market is made known to the students when they undertake the project.
The project gives better insides into the application part of the theory.
The companies in an industry and their operations can be better known
by the students when they analyze the data.

This project is on the survey on customer satisfaction level of AYS

Motors, Services of Suzuki dealer. We have analyzed the industry very
deeply and carefully project.

ACKNOWLEDGEMENT
This is really a matter of pleasure for us to prepare a project report as
it was included in our course by the IIPM. It gave us the opportunity to
learn things practically what we learnt enterprise and their impact on
the working of the company .

I express my sincere gratitude to my faculty guide Dr. Gaurav Raj Bhagat of my

institute and company guide Mr. Raj Kumar Sachdeva , AYS Motors for his able
guidance, continuous support and cooperation throughout my project, without
which the present work would not have been possible. He continuously guided me
till the last word of this project report and provided an excellent guidance to me. He
made numerous valuable suggestions and corrections, which greatly improved the
quality of work. The practical and theoretical knowledge that we have gained from
them will help us in enhancing our career and managing things in the better way.

I am immensely thankful to entire staff of college for their help and support they
extended to me during the project.

ENGINE SPECIFICATIONS............................................................................................................................................ 49
DIMENSIONS...................................................................................................................................................................... 50
OTHER SPECIFICATIONS............................................................................................................................................. 49
ACTIVE AND PASSIVE SAFETY.................................................................................................................................. 49
COMFORT AND CONVENIENCE................................................................................................................................. 50
VEHICLE SUMMARY........................................................................................................................................................ 53
ENGINE SPECIFICATIONS............................................................................................................................................ 53
DIMENSIONS...................................................................................................................................................................... 53
OTHER SPECIFICATIONS............................................................................................................................................. 53
ACTIVE AND PASSIVE SAFETY.................................................................................................................................. 53
COMFORT AND CONVENIENCE................................................................................................................................. 53
OTHER SPECIFICATIONS............................................................................................................................................. 56
VEHICLE SUMMARY........................................................................................................................................................ 56
COMFORT AND CONVENIENCE................................................................................................................................. 56
ENGINE SPECIFICATIONS............................................................................................................................................ 57
DIMENSIONS...................................................................................................................................................................... 57
ACTIVE AND PASSIVE SAFETY.................................................................................................................................. 58

EXECUTIVE SUMMARY
Satisfaction is a person’s feeling of pleasure or disappointment resulting from a
comparing perceived performance in relation to his or her expectation. If the
performance falls short of expectation, the consumer is dissatisfied. If the
performance matches the expectations, he consumer is satisfied. If the performance
exceeds expectation, the customer is highly satisfied or delighted.

The study widely concentrates on the level of satisfaction amongst customers for
which I did Exploratory Research to check the satisfaction level amongst the
customers of AYS Motors. This research was conducted in the Bhopal city. This
research was done during the months of April and May. Hence the data displayed
has been collected during the before mentioned period.

To meet the research objectives, following activities have been performed.

 An extensive search of relevant literature from news articles, internet, books.

This step guided the development of the methods and instruments for
collecting data.

 Designing the questionnaire.

 Survey has been carried away by, one-on-one interviews. The Survey
Includes open ended questions, dichotomous questions, and multiple choice
questions.

 To know the image of product in the mind of consumer.

 To compare the level of satisfaction before purchasing and after purchasing

the Scooter.

 To find out where people want to see the promotion schemes

 To find out suitable location preferred by consumer

  To know the most popular media for advertisement

 To check the loyalty of the consumer towards the Suzuki brand

 To know the most motivating factor for purchasing the bike

 To know the preferable price from the customer

 During this research it was found that Suzuki’s launched Access 125 has
increased its market share by attracting new customers and helped to retain
its old customers.

SMPIL company that is known for combining technology, quality and

performance in their two wheeler, had taken an initiative to introduce some of their
performance driven two wheeler in India this year. Suzuki has reported a growth of
47.66% in sales in the month of December ‘09 at 14806 units compared to 9986
units same month last year. This increase of sales is attributed to the tremendous
response from the new product GS150R and ACCESS 125.

Suzuki would have to constantly innovate and come up with new products to
maintain its dominance in the segment.
 INDIAN TWO WHEELER HISTORY

India is the second largest manufacturer and producer of two-wheelers in the world.
It stands next only to Japan and China in terms of the number of two-wheelers
produced and domestic sales respectively. The Indian two-wheeler industry made a
small beginning in the early 50s when Automobile Products of India (API) started
manufacturing scooters in the country. Until 1958, API and Enfield were the sole
producers.
In 1948, Bajaj Auto began trading in imported Vespa scooters and three-wheelers.
Finally, in 1960, it set up a shop to manufacture them in technical collaboration
with Piaggio of Italy. The agreement expired in 1971. In the initial stages, API
dominated the scooter segment; Bajaj Auto later overtook it. Although various
government and private enterprises entered the fray for scooters, the only new
player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed to operate in
India. It was a complete seller market with the waiting period for getting a scooter
from Bajaj Auto being as high as 12 years. The motorcycles segment was no
different, with only three manufacturers viz Enfield, Ideal Jawa and Escorts. While
Enfield bullet was a four-stroke bike, Jawa and the Rajdoot were two-stroke bikes.
Enfield 350cc bikes and Escorts 175cc bike initially dominated the motorcycle
segment.

The two-wheeler market was opened to foreign competition in the mid-80s. And
then market leaders - Escorts and Enfield - were caught unaware by the onslaught
of the 100cc bikes of the four Indo-Japanese joint ventures. With the availability of
fuel-efficient low power bikes, demand swelled, resulting in Hero Honda - then the
only producer of four stroke bikes (100cc category), gaining a top slot.

The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki
and Hero Honda brought in the first two-stroke and four-stroke engine
motorcycles respectively. These two players initially started with assembly of CKD
kits, and later on progressed to indigenous manufacturing. In the 90s the major
growth for motorcycle segment was brought in by Japanese motorcycles, which
grew at a rate of nearly 25% CAGR in the last five years. The industry had a
smooth ride in the 50s, 60s and 70s when the Government prohibited new entries
and strictly controlled capacity expansion. The industry saw a sudden growth in the
80s.

It was in the year 1954 that the Indian government ordered for total number of 800
motorcycles to man the Pakistani borders. In came the Bullets which were initially
launched in England as a 350cc bike and it was upgraded to 500cc a year or so later.
These bikes have remained unaltered, barring some cosmetic changes which have
undergone over the years. Thus one can say without much of a doubt that the 1955
Bullet was one of the initial hits of the Indian two-wheeler industry and till today it
continues to be a darling of the motorcycle enthusiasts.

Enfield Bullet had a close competition with another sturdy bike named Rajdoot; as
the bike was strong enough to handle the rough Indian roads. The company had
roped in Indian Heman Dharmendra for the promotion of the bike. With more than
1.6 million vehicles on the road the Rajdoot motorcycle was one of the initial hits of
the earlier years of two-wheeler history in the country.

When heavy motorcycles were the order of the day, a relatively lighter bike had
caught on the imagination of the Indian two wheeler user. Ind- Suzuki bike
launched by the then TVS Suzuki group was an instant hit; however the bike could
not sustain it's initial success due to the high import content in the vehicle and less
of localization.
In scooters Bajaj Chetak has been hugely responsible for adding momentum to the
transport system of the country, till today it remains one of the most successful
brands to have come out of the Bajaj stable. The scooter is named after the horse of
legendary Rana Pratap Singh. These sets of two wheels have become a part of the
Indian milieu and are often considered a representative of the Indian middle class
aspiration. Very few two-wheelers have been able to emulate the success, which
Bajaj Chetak has achieved over the years.

Similarly LML Motors enjoyed a reasonable success with the launch of LML Select
which came with new age technology and improved performance.

The industry witnessed a steady growth of 14% leading to a peak volume of 1.9mn
vehicles in 1990. The entry of Kinetic Honda in mid-eighties with

In 1990, the entire automobile industry saw a drastic fall in demand. This
resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production
loss of 0.4mn vehicles. Barring Hero Honda, all the major producers suffered from
recession in FY93 and FY94. Hero Honda showed a marginal decline in 1992. The
reasons for recession in the sector were the incessant rise in fuel prices, high input
costs and reduced purchasing power due to significant rise in general price level and
credit crunch in consumer financing. Factors like increased production in 1992, due
to new entrants coupled with the recession in the industry resulted in company
either reporting losses or a fall in profits.

India is one of the very few countries manufacturing three-wheelers in the world. It
is the world's largest manufacturer and seller of three-wheelers. Bajaj Auto
commands a monopoly in the domestic market with a market share of above 80%,
the rest is shared by Bajaj Tempo, Greaves Ltd and Scooters India. a variometric
scooter helped in providing ease of use to the scooter owners.

SEGMENTATION OF TWO WHEELER:

A Two Wheeler Sector Sub-Segmenting in the three Segments
 Motorcycle
 Scooter
 Mopeds

TREND IN 2W VOLUMES BY CATEGORY:

TREND IN 2W SALES VOLUMES, DOMESTIC AND

EXPORTS:
 Domestic Market Share for 2009-10

Passenger Vehicles 15.86

Commercial Vehicles 4.32

Three Wheelers 3.58

Two Wheelers 76.23

GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO
WHEELER INDUSTRY:

The growth witnessed by the Indian two wheeler industry indicates the growing
demand for low cost personal transportation solutions amongst the 300 million
Indian middle class consumers. Despite this spectacular growth rate, the two-
wheeler penetration (number of two wheelers per 1000 inhabitants) in India remains
lower than other Asian countries. This fact provides an opportunity for continued
growth in the market. India has the lowest Penetration of two wheelers as compared
to countries like Taiwan, Thailand, Malaysia, Vietnam, Indonesia and China. In the
present scenario, growth in the two wheelers Industry will be driven by several
factors

Rise in India’s Young Working Population:

With the rising levels of per capita income of people, the Indian two wheeler market
offers a huge potential for Growth. This growth is relevant in the light of the fact
that 70 per cent of India’s population is below the age of 35 Years and 150 million
people will be added to the working Population in the next five years. The number
of women in the urban work force is also increasing; this will lead to the Growth of
gearless scooters.
RISE OF INDIA’S RURAL ECONOMY AND GROWTH IN
MIDDLE INCOME HOUSEHOLDS:

The growth prospects of the Indian rural economy offer a significant opportunity
for the motorcycle industry in India. The penetration of motorcycles amongst rural
households with income levels greater than US$ 2,200 per annum has already
increased to over 50 per cent. The current target Segment for two wheelers, i.e.,
households belonging to the Income category of US$ 2,200–12,000 is expected to
grow at a CAGR of 10 per cent.

GREATER AFFORDABILITY OF VEHICLES:

The growth in two-wheeler sales in India has been driven by an increase in

affordability of these vehicles. An analysis of the price trends indicates that prices
have more or less stagnated in the past. This has been part of the marketing strategy
adopted by the manufacturers to gain volume, as well as conscious efforts adopted
to bring down costs. The operating expenses of leading manufacturers have
declined by around 15 per cent in the last five years. With greater avenues of
financing, the customer’s capacity to own a two wheeler has improved.
 Rapid Product Introduction and Shorter Product Life Cycle:

The last five years have witnessed a sharp increase in new product launches in the
two-wheeler industry. It is estimated that close to 50 new products have been
launched by manufacturers during this period, filling up all price points and targeted
at various consumer segments.

Inadequate Public Transport Systems in most Urban Areas:

The economic boom witnessed in the country and the increased migration to urban
areas have increased the traffic congestion in Indian cities and worsened the
existing infrastructure bottlenecks. Inadequate urban planning has meant that
transport systems have not kept pace with the economic boom and the growing
urban population. This has increased the dependence on personal modes of
transport and the two wheelers market has benefited from this infrastructure gap.

FACTORS AFFECTING THE MARKET :

Post 1991, the Indian two-wheeler industry comprising of motorcycles, scooters and
scooterettes opened up tremendously. The Indian motorcycle industry has expanded
at a 24% CAGR over the last five years, It Captured almost 80% of the market
primarily at the cost of the scooter and Moped segment. The scooter segment
though has witnessed a revival with the launch of scooterettes aimed at young
women and adolescents.

The two-wheeler market can be segmented into three categories on the basis of
price – Entry segment (<35000), Executive segment (between 35000 and 45000)
Deluxe (between 45000 and 65000) and Premium segment (above 65000).
Motorcycles are now sold as a passion, experience rather than a product. New
products are being introduced at a rapid pace and brands are gaining prominence.
Thus there is an increased focus on the premium segment, which has an increased
scope for differentiation.

With the introduction of Government policies such as reduction in excise duty from
16% to 12% and allowing for 100% FDI Barriers to entry has reduced. However,
the investment required for setting up large distribution channels and service
stations can be a major entry barrier. Another significant entry barrier is the brand
building required. Thus, initially foreign players set up Joint Ventures with
indigenous companies. After establishing their brand they have launched their own
line of products. E.g. Honda with Hero Group and Yamaha with Escorts.

Rising Customer Expectations:

The growth witnessed by the Indian two wheeler industry has attracted a number of
new entrants to the market and it is expected that the Indian industry will become
more competitive in the future. The excess of products introduced in the past has
also raised customer expectations with respect to reliability, styling, performance
and economy. Inflation is a big factor that may play a part in moving the loyalties
and aspirations of people away from the four to the much cheaper and economical
two-wheeler segment. Moreover, the constantly increasing prices of oil and
increasing interest rates on finance are not helping the cause either. Environmental
Concerns are also quite big on the agenda these days and do play a part in the
preference of consumer’s choices. The rising global temperatures along with daily
snippets in the national and international media about the thinning of ozone and
imminent environmental disaster have all contributed to the making of a present day
environmentally conscious consumer.

Environmental and Safety Concerns:

The increasing demand for two wheelers will need to be managed to address issues
relating to overcrowding of roads. Another problem is the insufficient infrastructure
for inspection to ensure adherence to emission norms. As the industry grows, it is
important to regulate the sale of used two wheelers in a more organized manner for
which a mechanism needs to be evolved. Unregulated sale of two wheelers,
especially in the rural areas, are likely to create issues related to emissions and
safety of vehicles.

SUZUKI MOTORCYCLES INDIA HISTORY

Suzuki Motorcycle India Pvt., Ltd. engages in manufacturing two wheelers. The
company’s products include motorcycles and scooters. It offers its products through
a network of dealers. The company was incorporated in 1997 and is based in
Gurgaon, India. Suzuki Motorcycle India Pvt., Ltd. operates as the subsidiary of
Suzuki Motor Corp.
Suzuki Motor Corporation (SMC), a global giant of motorcycle manufacturing is
headquartered in Japan. It holds major stake in its Indian subsidiary, Suzuki
Motorcycle India Private Limited (SMIL). SMIL was set up after Suzuki's re-entry
into the Indian two-wheeler market after it severed ties with partner TVS in 2000-
01. Suzuki was then the technology provider in the erstwhile joint venture company
TVS Suzuki.

Suzuki Motorcycle India Pvt Ltd (SMIPL) is the latest entry into the already
crowded Indian two-wheeler segment with players like Hero Honda, Bajaj Auto,
Honda, and TVS. SMIPL have started their Indian operations with a 125-cc mass-
market motorcycle. It has made an initial investment of Rs. 200 crores to start their
Indian operations.

Company sources have revealed that Suzuki would follow up this 125cc bike with a
high performance 150-cc sibling sometime next year. And for the budget segment,
another 100cc bike is expected in the first quarter of 2006. Mass market is the initial
aim with plans to enter all the segments rapidly. They have their facilities located in
Gurgaon.

Suzuki had launched bike by diwali, which is the auspicious time for buying a new
vehicle in Indian families. Their setup in Gurgaon has the capabilities of
manufacturing one lakh motorcycles and they are ready to step that up massively if
the situation arises. They already have setup 40 dealerships around the country and
 are going to establish 4,000-5,000 sq.ft showroom and service stations to provide
services to the customers.

The parent company happens to be one of the largest manufacturers of two wheelers
in the world with more than 20 lakh bikes sold per annum. They are popular for
their range of high performance road machines, lightweight super bikes, dirt bikes,
street bikes, and motocross and fun bikes globally.

COMPANY PROFILE

Plant area and production capacity:

They have installed their manufacturing plant in Gurgaon (Haryana) having the
annual capacity of 2,50,000 units. Total land area of the facility at Gurgaon is 37
acres out of which the present plant is constructed in an area of 6.5 acres of land.
The remaining area of 30.5 acres is left for land development and future
expansion.

Chairman:
Mr. Katsumi Takata
 
 Personnel over the years

490

Main Products
Motorcycles and scooters
 

MISSION OF SUZUKI
The core philosophy of SUZUKI is to provide “VALUE-PACKED PRODUCTS”.
Since the founding of SUZUKI Motor Corporation, the Organization’s Endeavour
has always been to provide “VALUE-PACKED PRODUCTS” as one of the
manufacturing philosophies.

SUZUKI believes that “VALUE-PACKED PRODUCTS” come from the effort to

carry out Product development from customer’s point of view. This policy has been
in effect since Company’s inception and has helped the Organization to meet
customer’s needs. As a result, Suzuki’s Products have become well received
throughout the World.

SUZUKI is fully committed to create Products that meet customer’s demand by

utilizing its dynamic, long-nurtured technological advantage coupled with its fresh
and active human resources.
  Develop products of superior value by focusing on the customers
 Establish a refreshing and innovative company through teamwork
 Strive for individual excellence through continuous improvement

GROWTH REPORT:

It has reported a growth of 47.66% in sales in the month of November ‘09 at 14745
units compared to 9986 units same month last year.

It has sold 14806 units in December ’09 listing a strong growth of 61% over its
sales in December ’08 despite recession. This increase of sales is attributed to the
tremendous response from the new product GS150R and ACCESS 125.

It has reported 93% growth in sales during the month of January 2010. It has sold
20441 units in January ‘10 listing a strong growth of 93% over its sales in January
‘09.

IT HAS SOLD 21752 UNITS IN MARCH ‘10 LISTING AN IMPRESSIVE

GROWTH OF 76% OVER ITS SALES IN MARCH ‘09. THIS INCREASE OF
SALES IS ATTRIBUTED TO THE TREMENDOUS RESPONSE FROM THE
NEW PRODUCT GS150R AND ACCESS 125.
It has great plans for the coming year and this is only the beginning. Their objective
is to offer quality products and customer satisfaction to consumers. This growth
momentum will further accelerate in coming months.

OEMs 2008-09 2009-10 GROWTH

BAL 9,692 3,759 -61.22%
HHML 1,53,193 2,08,440 36.06%
HMSI 6,54,319 7,39,947 13.09%
KINETIC 5,522 - -100.00%
M&M 2W - 70,008 0.00%
SMIL 85,782 1,40,983 64.35% SMPI
L TVS 2,39,469 2,99,370 25.01%
TOTLE 11,48,007 14,62,507 27.40%
 GROWTH REPORT IN ‘09-‘10

Growth
80.00%
60.00%
FACILITIES
40.00% 64.35%
1 ) ENVIRONMENT:
20.00% 36.06% 0.00% 25.01%
Company thrives to discover and invent mechanisms for better environment
13.0 9%
management systems and it’s a continuous process which is managed by a separate
Growth
0.00%specialist in the field. The biggest testimony of Suzuki’s
wing of experts and
commitments towards “environment first” is seen at Gurgaon which is built to be a

-20.00% -61.22%
Zero discharge plant. SMIPL have embraced Natural light optimization system and
water harvesting systems besides several other measures to create better and cleaner
environment around us. All packaging material used by Suzuki is re-cycleable. A
constant flow of internal communication on environment related issues not only
creates awareness amongst employees but also helps in inculcating ‘an environment
friendly’ value system.

2) SHOP FLOOR SAFETY MEASURES:

SMIPL have safety guards/safety curtains to ensure Operator safety on machines.

Company has also installed robots throughout the facilities to reduce the ergonomic
stress on workers. There are gas detection systems installed to eliminate any gas
related accident and fire detection system for immediate information about any fire
related incident.

SMIPL have fire fighting system (manual & automatic) for immediate handling of
any fire related accident. They have a fire tender (capacity 4500 liters water and 500
liters capacity foam. Company try to maintain zero accident record through regular
safety audit, frequent training for staff, line associates and contractors. They
organize different safety programs and competitions to encourage employee
awareness and involvement.

3) ENVIRONMENTAL UTILITY:

To take care of the health of all our employees, they maintain all international
parameters and standards for drinking water, treated water, ambient air shop floor,
office and the outside. They keep updating all these standards of health and welfare
of employees through a team of well qualified personnel in the R & D laboratory.
4) QUALITY CONTROL :

It has four main sections as follows:

 Tested by SMC Japan with their international quality standards

 Final (Vehicle) Inspection
 Market Quality

5) PARTS INSPECTION:

 The non conformities in the parts being procured may lead to production loss
& degradation of the quality of the final output and life of the product. To
ensure the product, the dimensional, material, aesthetic & performance
inspection for the special processes are carried out on the individual parts
before they are declared fit for the assembly
 For carrying out the inspection activities effectively, we have the latest &
sophisticated machines installed in the inspection area

6) FINAL (VEHICLE) INSPECTION:

 Safety related parameters such as braking; clutch operation and other

functional defects of the vehicle
 Emission related parameters for checking the conformance of the exhaust
gases with the emission rules
 Functional & aesthetic parameters are also checked
7) MARKET QUALITY:

 To act upon the customer’s feedback received from the service department
for the up gradation of the product
 To resolve the quality issues being received from the market by visiting the
suppliers & taking the corrective & preventive measures for the same
 Monitoring for the effectiveness of the measures taken for the particular
problems through the cut off engine/ frame numbers.

8) WORK CULTURE:
 They believe that future growth and prosperity of every employee depends
on the company’s growth and prosperity

 Organizational and individual discipline

 Continual improvement in quality and productivity

 Cost consciousness

 Customer satisfaction ( both internal and external )

 Long term goals

 Respect for laws, human beings and society

9) EMPLOYEE DEVELOPMENT:
Company's growth is based on enhancement of technical and behavioral skills of
the employees. They continually identify the performance gaps and new skills
required keeping into the company's growth in focus. They believe that Employees
are the most important assets of an organization. For enhancement of technical and
behavioral skills of the employees they organize regular training programmers.
Teams from Japan often come to the organization to impart training. Their focus is
to create a healthy Environment where individual employee can achieve maximum
satisfaction.
 PRODUCTS OF SUZUKI MOTORCYCLES

Suzuki launched the Access 125cc in the

month of September 2007. In those days, Access 125 was the third product from
Suzuki’s stable in India. Prior to this, Heat and Zeus motorcycles were ruling the
Suzuki showrooms PAN India.

Suzuki Access 125 is the third product from the Suzuki stable in India after Heat
and Zeus motorcycles. 125cc Access is powered by a 125-cc air-cooled four-stroke
engine with Continuous Variable Transmission (CVT), which develops 8.5bhp at
7000rpm with 1.0kgm of torque at 5000rpm. The design is typically Japanese,
almost flat aprons where large turn indicators are embedded. Though it has a longer
wheelbase access looks compact because of this design. Nobody colored mirrors for
this access. Paint quality is of top notch.

SUZUKI ACCESS 125 FEATURES:

 Xtra Torque Performance (XTP) for more power and faster pick-up
 Telescopic front fork suspensions for comfortable riding
 Tail lights that are trendy and attractive
 Wider seat for comfort riding
 Large size underseat compartment
 Centralized ignition key switch, with shutter
 Smart built-in signal
 Multi-reflector lights for better visibility
 Stylish, Chrome-plated silencer cover

SUZUKI GS150R
The 150cc Segment is picking up
in India. Suzuki has been a little conservative till now with its bike models. Zeus
and Heat and not extra ordinary, but it sells enough to be seen here and there a
while. The company took another step ahead with the Access 125 Scooter. Suzuki’s
foray into this segment is expected to be create similar impact in the segment with
the GS150R. The engine of the Suzuki GS150R is said to be convenient for riding
in the city. The 150cc engine respires through a BS26 carburetter. It comes with
Throttle Positioning Sensor (TPS). GS150R's 149cc engine develops 13.8bhp of
peak power at 8500rpm and 13.4Nm of peak torque 6000rpm. According to Suzuki,
GS150R will return a mileage of 48kmpl in City and 55kmpl in Highway.The
engine uses engine balancer technology to minimise vibration and comes with a
rubber damper and a balancer shaft. It has a digital speedometer which shows gear
position, fuel level, speed, odometer, tripmeter and the tachometer is a neat dial
adjacent to the digital console.

SUZUKI ZEUS 125CC

Suzuki Zeus, the latest bike from Suzuki Motorcycles India Pvt Ltd has been
launched. The 125cc single cylinder Suzuki Zeus comes at a price of f Rs 46,084.
The bike had a soft launch earlier this year.

Besides Suzuki Zeus, Suzuki India has another motorcycle in the Indian market,
called Suzuki Heat. Both Zeus and Heat are part of Suzuki's attempts to come back
to the Indian market, which it had left in the late 90s. During its earlier Indian
coming, Suzuki partnered TVS for its two-wheeler business. Suzuki Zeus, packed
with latest technology and styling, is an entry level bike from Suzuki Motor
Corporation. Zeus has a unique cut-line front cowl for a much stylish, dynamic
look. The bike is available in Zeus 125X and 125XU models.

Suzuki Zeus will be available in three colors, the company said. These are Candy
Antares Red (19A), Metallic Titanium Gold (YM3) and Pearl Nebular Black
(YAY). To manufacture Suzuki Zeus and Suzuki Heat, the company has invested
Rs 200 crore at its Gurgaon manufacturing plant. The production capacity of the
plant is 100,000 bikes per annum.

SUZUKI ZEUS 125CC FEATURES:

 Powerful Disc Brakes (front, asbestos-free)

  Bright and Big multi-reflector Halogen Head Lamp for better visibility at
night and make a dashing style statement.
 Convenient Shift indicator for adjusting fuel efficiency on different gears.
 Advanced and Stylish Instrument Panel with Tachometer
 Uniquely styled front cowl for a dynamic look.
Stylish Under Cowl for engine protection and making a style statement.
 Advanced 5-speed Gearbox for a smoother and comfortable ride.
 Robust all Aluminium Engine with large fins and upright cylinder for superb
cooling and style.
 Primary Kick & Auto Decompression System for effortlessly starting the
engine in any gear.
 Stylish and large fuel tank.
 Ergonomic seat design for easy ground access and minimum knee bending.
 Helmet Holder to take the load off your head after you park the bike.

SUZUKI HAYABUSA

Suzuki brings the Hayabusa

motorcycle to India. The Hayabusa –
official nomenclature is GSX 1300R – will pave the way for Suzuki’s foray into
the superbike segment in India. Competition, however, has already arrived in the
shape of Yamaha and Ducati motorcycles in India. Powered by a 1340cc in line 4
 cylinder engine, the Suzuki Hayabusa is likely to sport a price tag of Rs 11 lakh.
The bike was launched in the first week of September 2008. Suzuki also launched
a second superbike, the GSX-R 1000 in November.

Although boasting of a top speed of 397 km per hour as per recorded figures, the
bike that will come to India will have a speed limit of 299 km per hour. Company
thinks that the higher figure here is from some world record attempts, while 299
km ph would be the official top speed. Do keep in though that superbike or not,
speed limits in most parts of India are at 60 kmph, and may go up to 100 km ph on
some of the expressways. Suzuki expects only a sale of around 150 units of the
Hayabusa in India per annum.

SUZUKI WARRANTY POLICY

Suzuki Motorcycle India Private Limited, (SMIPL) offers warranty for all models
manufactured in its Gurgaon plant and sold through its authorized dealers. Suzuki
Motorcycle India Private Limited reserves the right either to replace or repair, at
their authorized dealer, free of cost, those parts which may be found on examination
to have manufacturing defect within 2 years from the date of sale (or) first 30,000
kms whichever occurs earlier of its operation.

If any of the free or paid service is not done as per schedule, the warranty tends to
stand void. Parts of the vehicle have been subjected to misuse, accident, and
negligent treatment, use of bad quality parts which are not manufactured (or) not
recommended for use by SMIPL on their motorcycles. Parts of the motorcycle
getting rusted or their plating or painting coming off due to atmospheric condition
like Sea Breeze and Industrial Pollution.
Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is used for any
commercial purposes like Hiring etc. SMIPL undertakes no liability in the matter of
any consequential loss (or) damage caused due to failure of the parts. Parts repaired
(or) replaced under this warranty are warranted only for the original warranty
period of Suzuki motorcycles. Consumables like Engine Oil, TFF Oil, Grease, used
for the warranty repair are not covered under the application of the warranty.

AYS MOTORS

The AYS Show room has its separate service center, Here AYS
MOTORS also have a latest service center with all semi-automatic
instruments. It maintains a unique and regular checking of each and
every bike to increase a satisfaction level of the customers.

AYS MOTORS strictly watch and try to lesser the time of a customer
while they give bike in to service. Mostly Customer when come to give
his bikes in service, the service procedure of the showroom is very less
and smallest so that customer will free within 5 Minutes.
 AYS MOTORS SELLING SCHEME & RESULT:

Selling scheme is a Dealers Scheme that is useful to attract the

customer towards the showroom to purchase new bike. This all selling
scheme provided to the customer is within Rs.2000. Such Selling
Scheme are:

 RTO Free

 Insurance Free

 Petrol Free Up to some K.M or some Rupees.

 Reference Sales

 DSS (Door Sales Service)

 Exchange (It is a Major tool of Scheme/Conversion)

SELLING OF SHOW ROOM:

Every showroom’s goal is to increase the sales. The “AYS MOTORS”

has a great sales of bike through providing different scheme, facility
and services to the customer. The Following figures are approximate:
  Daily 6 vehicles

 Monthly 160 Vehicles

 Yearly 1920 Vehicles.

MAJOR COMPETITORS

1) HERO HONDA MOTORS LIMITED

Hero Honda Motors Limited was established in 1984, as a joint venture between
India's Hero Group (world's largest bicycle manufacturers) and Japan's Honda
Motor Company. In 1985 production began with the launch of its first motorcycle,
the CD100, which gave 80 km to the liter. In 1987 the engine plant was started and
in 1989 the Company produced its 3,00,000th motorcycle. In 2001 Hero Honda
manufactured its 50,00,000th motorbike. Hero Honda has a reputation of being the
most fuel-efficient and the world's single largest two wheeler Company. Shri
Brijmohan Lall Munjal is the chairman and managing director of this
Company.During 80s, Hero Honda became the first company in India to prove that
it was possible to drive a vehicle without polluting the roads.

The unique features like fuel conservation, safety riding courses and mobile
workshops helped the group reach in the interiors of the country. Well-entrenched
in the domestic market, Hero Honda Motors Ltd. turned its attention overseas, and
exports have been steadily on the rise.
2) Honda Motorcycles & Scooters India Private Limited

Honda motors of Japan is not a new name in the two wheeler scenario in the
country, they were in a tie up with the Firodias owned Kinetic group. However in
the late 90s they parted ways after problems arose over issues like introduction of
new models, advertising expenditure, marketing strategies and other related issues.

In the mid 80 Honda motors of Japan joined hands with the largest bicycle maker of
India the Hero cycles to create Hero Honda which in a couple of decades or so have
gone on to become the single largest motorcycle company in the world. Though
Honda has come on its own on the Indian market yet it will be providing
technological support to Hero Honda for the next ten years.

Thus presenting a unique situation in which the company will be in direct

competition with the company which it has been associated for nearly twodecades.
Honda Motorcycles and Scooters India limited, a 100% subsidiary of Honda motor
company Japan eventually entered the Indian market with Honda Unicorn in 2004.
 3) BAJAJ AUTO LTD.

Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki Heavy
Industries of Japan to manufacture state-of-art range of latest two-wheelers in India.
The JV has already given the Indian market the KB series, 4S and 4S Champion,
Boxer, the Caliber series, and Wind125. Kawasaki Heavy Industries is a Fortune
500 company with a turnover of USD 10 billion (Rs. 45,840 crore). It has crafted
new technologies for more than hundred years.

The technologies of KHI have redefined space systems, aircrafts, jet engines,
ships,locomotive, energy plants, automation system, construction machinery, and of
course high reliability two-wheelers KHI has given the world its legendary series of
600-1200cc Ninja and 1600 Vulcan bikes. Straight from its design boards, the
Kawasaki Bajaj Eliminator, India's first real cruiser bike, redefines the pleasure of
"biking" in looks as well as performance.

Bajaj is the first Indian two wheeler automobile company in the market since 1945
with the name M/s Bacharj trading corporation private limited. In 1959 M/s Bacharj
trading corporation private limited change its name as Bajaj Auto Ltd. Bajaj Auto
obtains license from the Government of India to manufacture two- and three-
wheelers vehicles in 1959.

4) TVS MOTORS LTD.

TVS Motor is a leading and trusted two wheeler company began with

the vision of TVS Scooty the founder of the Sundaram Clayton Group,

the late T.S. Srinivasan - 'to design, develop and produce an affordable moped for
the Indian family.' This vision was realized in 1980 when TVS 50, India's first two-
seater moped rolled out of the factory at Hosur in Tamil Nadu, Southern India. The
company has been known for its ruggedness and reliability.

TVS Motor has continually worked on innovation of the motorcycle

segment along with two wheeler range. The Suzuki Shaolin, developed by TVS
Suzuki is India's first 5-speed, 140 cc motorcycle. Another example of the company
success is TVS Scooty, a 60 cc Scooterette which keep one step ahead of its time in
India. The company is the third largest two-wheeler manufacturer in India and ranks
among the top ten globally. The company was the first in India to launch 2-seater
50cc moped and 100cc Indo-Japanese motorcycles. At present TVS Apache, TVS
Victor, TVS Scooty,

TVS Centra and TVS Fiero are the popular bikes in Indian market.

5) YAMAHA MOTOR INDIA (YMI)

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a
50:50 joint venture with the Escorts Group in 1996. However, in August 2001,
Yamaha acquired its remaining stake as well, bringing the Indian operations under
its complete control as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan. India
Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad
in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for
domestic and export markets. With a strong workforce of 2000 employees, India
Yamaha Motor is highly customer-driven and has a countrywide network of over
400 dealers.

The company pioneered the volume bike segment with the launch of its 100 cc 2-
stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke
and 4- stroke bikes in India. Presently, its product portfolio includes Crux (100cc),
Alba (106cc) and Gladiator (125cc).

6) ROYAL ENFIELD MOTORS LTD.

Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company.
Royal Enfield is one the oldest bike on the road. The company is well known for
producing motorcycles, but they also produce bicycle, stationary engines,
lawnmowers and rifle small parts for the Royal Small Arms Factory in Enfield.
Royal Enfield Motors Ltd. has its headquarter situated at Thiruvottiyur, Chennai,
Tamil Nadu, India.
In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and
later merged with it in 1994. The annual turnover of the company is Rs.10 billion.
The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and
unflinching loyalty to the customer. The ruggedness and reliability of the bike is
endorsed by the army, the police, the paramilitary forces and over 500 institutions
which form part of the die-hard customer base of the Bullet, dubbed the "Rajagadi",
or royal vehicle.
Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250
dealers and 150 authorized service centers in India. The company also exports its
products to over 20 countries including Canada, France, Japan, USA, Germany and
UK.

INTRODUCTION
 TO THE TOPIC

INTRODUCTION:

Satisfaction is a person’s feelings of pleasure or disappointment resulting from

comparing a product’s perceived performance (or outcome) in relation to his or her
expectations. Whether the buyer is satisfied after purchase depends on the offer’s
performance in relation to the buyer’s expectations. If the performance falls short of
the expectations, the customer is dissatisfied. If the performance matches the
expectations, the customer is satisfied. If the performance exceeds expectations the
customer is highly satisfied or delighted.
A company would be wise to measure customer satisfaction regularly because one
key to customer retention is customer satisfaction. A highly satisfied customer
generally stays loyal longer, buys more as the company introduces new products
and upgrades existing products, talks favorably about the company and its products,
pays less attention to competing brands and is less sensitive to price, offers product
or service ideas to the company, and costs less to serve than new customers because
transactions are routine.

When customers rate their satisfaction with an element of the company’s

performance - say, delivery. It could mean early delivery, on-time delivery, order
completeness, and so on. The company must also realize that two customers can
report being “highly satisfied” for different reasons. One may be easily satisfied
most of the time and the other might be hard to please but was pleased on this
occasion. A number of methods exist to measure customer satisfaction.

Periodic surveys can track customer satisfaction directly. Respondents can also be
asked additional questions to measure repurchase intention and the likelihood or
willingness to recommend the company and brand to others. Companies that do
achieve high customer satisfaction ratings make sure their target market knows it.
For customer centered companies, customer satisfaction is both a goal and a
marketing tool. Although the customer-centered firm seeks to create high customer
satisfaction, that is not its ultimate goal.

If the company increases customer satisfaction by lowering its price or increasing

its services, the result may be lower profits. The company might be able to increase
its profitability by means other than increased satisfaction (for example, by
improving manufacturing processes or investing more on R&D). Also, the company
has many stakeholders, including employees, dealers, suppliers and stock holders.
Spending more to increase customer satisfaction might divert funds from increasing
the satisfaction of other “partners”. Ultimately, the company must operate on the
philosophy that it is trying to deliver a high level of customer satisfaction subject to
delivering acceptable levels of satisfaction to the other stakeholders, given its total
resources.

CUSTOMER SATISFACTION IN 7 STEPS

It's a well known fact that no business can exist without customers. In the
business of Website design, it's important to work closely with your customers
to make sure the site or system you create for them is as close to their
requirements as you can manage. Because it's critical that you form a close
working relationship with your client, customer service is of vital importance.
What follows are a selection of tips that will make your clients feel valued,
wanted and loved.

1. ENCOURAGE FACE-TO-FACE DEALINGS:

This is the most daunting and downright scary part of interacting with a customer. If
you're not used to this sort of thing it can be a pretty nerve-wracking experience.
Rest assured, though, it does get easier over time. It's important to meet your
customers face to face at least once or even twice during the course of a project.
Suzuki believes that if a potential client spends over half the meeting doing the
talking, you're well on your way to a sale. In SMPIL always face to face dealing
with customer

2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR

CLIENTS INFORMED:

This goes without saying really. We all know how annoying it is to wait message
and you'll contact them about it as soon as possible. Even if days for a response to
an email or phone call. It might not always be practical to deal with all customers'
queries within the space of a few hours, but at least email or call them back and let
them know you've received their you're not able to solve a problem right away, let
the customer know you're working on it.

Suzuki always listen customer problem and solve his queries and always have
communication with customer.

3. BE FRIENDLY AND APPROACHABLE:

It's very important to be friendly, courteous and to make your clients feel like you're
their friend and you're there to help them out. There will be times when you want to
beat your clients over the head repeatedly with a blunt object - it happens to all of
us. It's vital that you keep a clear head, respond to your clients' wishes as best you
can, and at all times remain polite and courteous.

In Suzuki showroom all workers are trained and well behave with customer. Suzuki
showroom’s staff very friendly with clients.

4. HAVE A CLEARLY-DEFINED CUSTOMER SERVICE

POLICY:

A clearly defined customer service policy is going to save a lot of time and effort in
the long run. If a customer has a problem, then what should be done and what not.
Should they contact different people for billing and technical enquiries? If they're
not satisfied with any aspect of your customer service, who should they tell?

There's nothing more annoying for a client than being passed from person to person,
or not knowing who to turn to. Making sure they know exactly what to do at each
stage of their enquiry should be of utmost importance. So make sure your customer
service policy is present on your site -- and anywhere else it may be useful. In
Suzuki all terms & conditions are clearly mentioned so that no doubt in customer
mind

5. ATTENTION TO DETAIL (ALSO KNOWN AS 'THE LITTLE

NICETIES'):

Even if it's as small as sending a Happy Holidays email to all your customers, it's
something. It shows you care; it shows there are real people on the other end of that
screen or telephone; and most importantly, it makes the customer feel welcomed,
wanted and valued.
AYS MOTORS has kept details of all customers and makes them happy on specific
occasion.

6. ANTICIPATE YOUR CLIENT'S NEEDS & GO OUT OF YOUR

WAY TO HELP THEM OUT:

Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.

Suzuki always tries to know about customer needs and make the product according
to them.

7. HONOUR YOUR PROMISES:

It's possible this is the most important point in this article. The simple message:
when you promise something, deliver. The most common example here is project
delivery dates. Clients don't like to be disappointed. Sometimes, something may not
get done, or you might miss a deadline through no fault of your own. Projects can
be late, technology can fail and sub-contractors don't always deliver on time.
 OBJECTIVES OF THE STUDY

 The objective of the study is “Company image SUZUKI MOTORCYCLES

and Survey research to measure customer satisfaction towards SUZUKI
ACCESS 125 of AYS MOTORS, Bhopal.

 To determine the effects of the company image on the sales.

 To understand customer attitude towards Suzuki motorcycles and Suzuki

auto.

 To measure customer satisfaction of Suzuki Access 125 owners.

 To know the market share of Suzuki motorcycles.

 To predict the boom of automobile industry.

 To know the tastes and preferences of people.

 To find the reasons for buying Access 125.

 To determine the customer’s satisfaction regarding two-wheeler and after

sales service.
 SCOPE OF STUDY

This study is aimed at providing AYS MOTORS (SUZUKI) with an insight on the
consumer satisfaction pattern of Suzuki Access 125cc as well as the customer’s
response and awareness towards the brand, products and services of Suzuki.

The data has been analyzed and presented in a simple and precise way on the basis
of which pertinent recommendations have been made to the company to better the
services, policies and strategies of the company in India. Companies also want
the Suggestion for improvement from users of Suzuki Vehicle & get
Feedback from customer.
 RESEARCH METHODOLOGY

Survey research is the systematic gathering of information from respondents for the
purpose of understanding and/or predicting some aspects of the behaviors of the
population of interest. It is the most common method of collecting primary data for
marketing decisions. Survey can provide data on attitudes, feelings, beliefs, past and
intended behaviors, knowledge, ownership, personal characteristics and other
descriptive items.

Survey research is concerned with administration of questionnaires (interviewing).

The survey research must be concerned with sampling, questionnaire design,
questionnaire administration and data analysis. The administration of questionnaire
to an individual or group of individuals is called an interview. A questionnaire is
simply a formalized set of questions for eliciting information. As such, its function
is measurement and it represents the most common form of measurement in
marketing research.

The report has been prepared on the basis of information collected from different
sources. In order to achieve the objective of the project proper research method was
applied. After giving through brain storming session, objectives were selected and
the set on the base of these objectives, A questionnaire was designed major
emphasis of which was gathering new ideas or insight so as to determine and bind
out solution to the problems.

RESEARCH DESIGN
 This study is a mix of explorative and formal methodologies adopting
monitoring and observing to study the dealerships in Bhopal and communication to
elicit responses from April-May.

The study also aims at findings out the customer satisfaction level of SUZUKI
ACCESS 125cc of AYS MOTORS, Bhopal. For the customer satisfaction study a
questionnaire was formulated containing 22 questions which were sent out for
response mainly through personal interviews of customers. Results of this step
formed the basis of the recommendations given to the company.

SOURCE OF DATA
The report has been prepared as per the information obtained from
two sources. They are:
  Primary data

 Secondary data

1. PRIMARY DATA :
The primary data is that which details we collect first time from the market
and also used first time in the research. To collect the primary data structured non
disguise questionnaire is prepared. Primary Data was very crucial to collect so as to
know various past & present consumer views about bikes/scooter and to calculate
the market share of this brand in regards to other brands. Fresh primary data was
collected by taking direct filling of a questionnaire from customer which involved
face to face, all the Suzuki customer who visited the dealership showroom for the
service of their bikes/scooters were questioned in order to find out the behavior of
customer.

2. SECONDARY DATA:
Secondary data are those which has been collected by some one else and which
already have been passed through statistical process. When the secondary data are
sufficient, the researcher has to be satisfied with the primary sources of data.
Secondary data can be used as bases for comparison with primary data have been
collected by questionnaire. Secondary data has been taken from internet,
newspaper, magazines and companies web sites.

DATA COLLECTION METHOD

Researcher instruments is the tool by which the researcher can do research on

specific problems or objective. The most popular researcher instrument for
collection data is “Questionnaire” for a particular investigation. It is simple for a
moiled set of questions presented to respondents for their answers. Due to this
flexibility, it is most common instrument used to collect the primary data. During
the pre- testing of questionnaire, I seen the reaction of respondents and suggestions
required to make change in research instrument.

The questionnaire contains three types of questions.

1) OPEN-ENDED QUESTIONS:-

It is helpful in knowing what is uppermost in the mind

of the respondents. It gives complete freedom to the respondent.

2) DICHOTOMOUS QUESTIONS:-

It has only two answers in form ‘yes’ or ‘no’, ‘true’ or

‘false’, ‘use’ or ‘do not use’. So the respondent is offered two or more choice.

3) MULTIPLE-CHOICE QUESTION:-

In this, the respondent is offered two or more choice.

SAMPLE DESIGN

Sampling is a process of obtaining. The information about the entire population by

examine a part of it .The effectiveness of the research depends on the sample size
selected for the survey purpose. For the customer satisfaction study a sample of 100
persons was chosen from the Suzuki’s dealership in Bhopal.

SAMPLING PLAN:
 Data collected has been analyzed and interpreted by using simple
percentage method and finally the data is presented in graphs and charts.

SAMPLING FRAME:

 Customers visiting showrooms for servicing their motorcycles

 Shopping malls, Supermarket, Markets, College parking etc

SAMPLE SITE:-

The survey was conducted in Bhopal city.

SAMPLING UNIT:-

It means “Who is to be surveyed”. Here target population is decided

and it is who are interested to purchase “Scooter” and sampling frame is developed
so that everyone in the target population has known chance of being sampled. So
the survey is conducted particularly in Bhopal City.

SAMPLE SIZE:-
 For the purpose of proper survey, there is need of perfect research
instruments to find out sample size for more accurate result about buying behavior
of scooter. The sample size is 100 respondents.

SAMPLING METHOD:-

A Stratified random sample is one where the population is divided

in to mutually exhaustive strata or sub-group and then a simple random is selected
within each of strata on age groups, occupation etc. It may be noted that
stratification does not means absence of randomness. I use a simple random
sampling method.
 1) AGE-WISE CLASSIFICATION

AGE (IN YEARS) NO. OF PERCENTAGE (%)

RESPONDENTS

18-25 49 49

26-35 26 26

36-45 19 19

46 & ABOVE 6 6

Respondent
19% 6% 18-25
26-35
49% 36-45
46 & above

26%
ANALYSIS:

 The above pie chart is showing that the customers of Access 125 are mainly
coming from the age group of 18-25 that is around 49% because that people
of this age group are passionate and are style freaks,

 we can say that Popularity of Access 125 is available in the age of 26-35
(around 26%) also because of its reputation in the world market.

2) GENDER-WISE CLASSIFICATION

MALE FEMALE

GENDER 71 29

PERCENTAGE (%) 71 29

Respondents
29%

MALE
FEMALE

71%
ANALYSIS:

Above Graph shows that 71% of respondent are Male and 29%of
respondent are Female.

3) MARITAL STATUS CLASSIFICATION

MARRIED UNMARRIED

MARITAL STATUS 51 49

PERCENTAGE (%) 51 49

Respondents
49% MARRIED
UNMARRIED

51%

ANALYSIS:
 In this pie chart it is very much clear that 51% of the Access 125
Customer is mainly married & 49% unmarried, so Suzuki launch Access 125 is
mostly being accepted by the family oriented people.

4) OCCUPATION-WISE CLASSIFICATION
OFFICIALS STUDENTS RETIRED OTHERS

OCCUPATION 37 55 3 5

PERCENTAGE (%) 37 55 3 5

Respondents
3% 5%
OFFICIALS
37% STUDENTS
RETIRED
OTHERS

55%

ANALYSIS:
 Once again we found that Suzuki’s major customers are the students of
colleges and schools which consists 55%, as they want something special, new,
stylish, masculine and attractive and Suzuki is providing that in the form of Access
125.

5) INCOME-WISE CLASSIFICATION

INCOME (P.A) (IN NO. OF PERCENTAGE (%)

‘000) RESPONDENTS

75-100 2 2

100-125 18 18

125-150 49 49

150 & ABOVE 31 31

Respondents
2%
31% 75-100
18% 100-125
125-150
150 & above

49%

ANALYSIS:
 In the income group distribution we can analyze those customers of
Access 125 are coming from the Middle income group people which is around 49%
by including 125-150 slab of income group. It shows that Suzuki is placing their
products in the appropriate price range. As the people of this income bracket can
easily afford this two wheeler.

7) WHAT IS YOUR PRECEPTION ABOUT

SUZUKI AUTOMOBILE’S PRODUCT?

VERY GOOD GOOD AVERAGE BAD

NO, RESPONDENT 14 28 56 2

PERCENTAGE (%) 14 28 56 2

Respondents
2% 14%
VERY GOOD
GOOD
AVERAGE
BAD
28%
56%

ANALYSIS:
 In this pie chart it is very much clear that customer perception about
Suzuki automobile’s product is average 56% and 28% are good.

8) HOW DID YOU GET KNOW ABOUT SUZUKI?

Respondents
ADVERTISEMENT FAMILY FRIEND’S DEALER’S

20%
RESPONDENTS
7% 44 22
ADVERTISEMANT 18 6
FAMILY
49% FRIEND'S
PERCENTAGE 44 DEALER'S 22 18 6
(%)
24%

ANALYSIS:

As we can see here the major promotional tool which is influencing the customers
is advertisements which is around 49%, after that the major source of awareness
among customers, is Family 24% & friend’s 20%. So here we can say that Suzuki
should produce better advertisements like Access 125 and they should link their ads
with the emotions of the customers so that the brand recognition by the customers
will be for long time. The customers can still recall the punch lines of Bajaj and
Hero Honda such as HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN.
such should also use such kind of heart loving lines.
 MORE MORE VALUE IMPROVED BETTER
VARIETY FOR MONEY QUALITY SALES
SERVICE

RESPONDENTS 14 49 29 8

PERCENTAGE 14 49 29 8
(%)

9) IF YOU ARE GOING TO BE A CUSTOMER OF

SUZUKI MOTORCYCLES, WHAT WILL BE YOUR

60 EXPECTATION
49
50
40
29
30
20 14
10 8
0
MORE MORE VALUE IMPROVED BETTER
VARIETY FOR MONEY QUALITY SALES...

ANALYSIS:

As we can see that most of customer expectation after going to be Suzuki

motorcycles product is 49% ask more value for money & 29% ask improved quality
so company should provided according to the needs and quality to the customer.

HERO HONDA TVS HONDA BAJAJ

RESPONDENTS 34 9 36 21
 PERCENTAGE (%) 34 9 36 21

10) WHICH BRAND ACCORDING TO YOU IS

GIVING THE MOST COMPETITION TO SMPIL IN
INDIA?

Respondents
21%
HERO HONDA
34% TVS
HONDA
BAJAJ

36% 9%

ANALYSIS:

In this pie chart we can see that in India most competition brand against Suzuki
motorcycles is Honda 36% & Hero Honda 34% so to increase market share and
fight with competition SMIPL has to give customer wide range of product with
better quality.

11) DO YOU LIKE SUZUKI ACCESS 125?

 VERY MUCH AVERAGE NOT SO
MUCH

RESPONDENTS 54 43 3

PERCENTAGE (%) 54 43 3

Respondents
3%
VERY MUCH
AVERAGE
43% NOT SO MUCH
54%

ANALYSIS:

As we can see that 69% customer are very much like Suzuki Access 125 but 43%
customer are average like Suzuki Access 125 so company has to more improve his
product.
 12) WHAT ABOUT THE PRICE OF SUZUKI
ACCESS 125?

HIGHLY AVERAGE LOW

PRICED PRICE PRICE

RESPONDENTS 22 76 2

PERCENTAGE 22 76 2
(%)

RESPONDENTS
2% 22%
HIGHLY PRICED
AVERAGE PRICE
LOW PRICE

76%

ANALYSIS:

In this pie chart 76% customer are think that Suzuki Access 125 price is average
and 22% customer are think that Suzuki Access 125% price is high so company
maintain this price.
 13) DO YOU THINK THAT THE SUZUKI ACCESS
125 IS CAPABLE TO ATTRACT TODAY’S
GENERATIONS?

YES NO CANNOT
SAY

RESPONDENTS 69 22 9

PERCENTAGE 69 22 9
(%)

Respondents
YES
22% 9%
NO
CAN'T SAY

69%

ANALYSIS:

In this pie chart we can se that 69% customer are think that Access 125 is attract
today’s generation and 22% are think that no so company should more focus on
today’s generation.
 14) WHAT IS THE BEST THING IN SUZUKI
ACCESS 125?

QUALITY STYLE/DESIGN SERVICE PRICE

RESPONDENTS 43 33 13 11

PERCENTAGE 43 33 13 11
(%)

Respondents
11%
13%
QUALITY
43% STYLE/DESIGN
SERVICE
PRICE

33%

ANALYSIS:

Above graph show that in Suzuki Access 125 the best thing is quality 43%,
style/design 33% so company should maintain his quality & style and improved his
service & price to increase satisfaction level.
15) HAS IT SERVED THE PURPOSE OF PURPOSE
OF PURCHASING?

YES NO AVEARAGE CAN’T SAY

RESPONDENTS 53 12 29 6

PERCENTAGE (%) 53 12 29 6

Respondents

29% 6%
YES
NO
AVEARAGE
53%
CAN'T SAY

12%

ANALYSIS:

We can see that 53% are satisfied 29% are average satisfied and thinks that it is
worth purchasing so it is good for company.
16) SATISFIED WITH FREE SERVICE FROM THE
SHOWROOM?

YES NO

RESPONDENT 82 18

PERCENTAGE (%) 82 18

Respondents
18%

YES
NO

82%

ANALYSIS:

In this pie chart we can see that 82% customer is satisfied with free service from the
showroom so the company showroom maintain his service & customer relationship.

17) IS SUZUKI ACCESS 125 COMFORTABLE FOR

DRIVING & JOURNEY?
 YES NO AVERAGE

RESPONDENTS 73
Respondents 3 24
24%
PERCENTAGE (%) 73 3 24

YES
NO
3% AVERAGE

73%

ANALYSIS:

Above pie chart shoe that 73% customer think that Suzuki Access 125 is
comfortable for driving & journey so company should maintain quality of Access
125 and provide safety measures to the customer.

18) MAINTENANCE COST OF SUZUKI ACCESS

125?

HIGH AVERAGE LOW

RESPONDENTS 6 39 55

PERCENTAGE (%) 6 39 55
 Respondents
6%
HIGH
AVERAGE
39% LOW
55%

ANALYSIS:

In this pie chart we can that the maintenance of Suzuki Access 125 is 55% low and
39% average so it is good for company and company should maintain his product
quality.

19) DO YOU THINK THE VALUE OF MONEY

YOU SPENT ON SUZUKI ACCESS 125?
Respondents
28% YES NO AVERAGE

RESPONDENTS 69 YES 3 28
NO
AVERAGE
PERCENTAGE (%) 69 3 28
3%
69%
ANALYSIS:

Above pie chart show that after purchasing Suzuki Access 125 69% customer are
thinks that it is good value for money and 28% think that it is average for money.

20) WHAT IS YOUR LEVEL OF SATISFACTION

TOWARDS SUZUKI ACCESS 125?

0-25 25-50 50-75 75-100

RESPONDENTS 9 13 26 52

PERCENTAGE 9 13 26 52
(%)

Respondents
18%
3% 5% 0-25
25-50
50-75
75-100

74%
ANALYSIS:

In this pie chart we can see that customer belongs to 75-100 satisfaction level, 18%
customer belongs to 50-75 satisfaction level so it is good for company that people
like Suzuki Acess125.

FINDINGS

 The survey show that 56% customer are average & 28% customer are good
perception about Suzuki automobile product

 The study show that 44% respondents come to know from “advertisement
and 22% respondents purchase two wheeler from family’s
recommendation.

 The survey show that 49% customer are going to be Suzuki motorcycles
because they expectation is more value for his money and 29% are going to
be improve quality product.
 The survey show that in India the most compare brand against SMPIL is
Honda 36%, Hero Honda 34% and Bajaj 21%.

 The survey shows that 54% customers are like Suzuki Access 125 and 43%
are average like.

 The survey show that in the customer mind price of Suzuki Access 125 is
average 76%, and 22% highly price.

 The survey show that 69% customer think that Suzuki Access is capable to
attract today’s generation.

 The survey shows those 43% customers are believed that quality is the best
thing is Suzuki Access 125.

CUSTOMER’S REVIEW

 The style of scooter not much impressive, I am waiting for the how the
market responds but main key is priced comparative with Honda Activa and
mileage.

 Suzuki is globally known for quality, value for money & customer
satisfaction. They have taken care of every aspect. It’s a family vehicle. Have
style, comfort, safety, space & price I am sure will be at par with
competition.
 I am very much impressed by the looks, style of Access. It is likely to be
much dearer than Activa

 Suzuki-Access-125. Its looks very nice I am sure price of scooter will be

defiantly competitive with Honda-Activa.

 I have liked the scooter. It is what I had expected to own.

I am impressed with the finish, style and quality.

SWOT ANALYSIS

1) STRENGTHS:
 Size and scale of parent company

 Effective Advertising Capability

 Committed and dedicated staff

 High emphasis on R & D

 Experience in the market

 Established brand
2) WEAKNESSES:
 Small showrooms

 Not much emphasis on aggressive selling

 Weak product diversity

3) OPPORTUNITIES:
 Growing premium segment

 Global expansion into the Caribbean & Central America

 Become India’s leader

 Growing premium segment.

4) THREATS:

 Cut throat competition

 Increasing number of players in the market

 Rising raw material costs

 Increasing rates of interest on finance

 LIMITATIONS

 This research is geographically restricted to Bhopal only. Hence the

result cannot be extrapolated to other places.

 The study is restricted only to the organized sector of two wheeler

industry

 The seriousness of the respondents and their ability to justify their

answers may also be a limitation.

 The sample size is small due to the specified reasons.

 Findings are based on sample survey.

 All interview questions are undisguised or direct. Hence there is a scope

for the respondents to be biased or pretentious.
  During the survey most of the respondents contacted had newly purchased
the motorcycle thus they could not respond accurately i.e. their
satisfaction level and defects in the motorcycles.

 The research is directly concerned with the study of human preference and
behavior and achieving absolute mathematical accuracy towards this was
not possible.

RECOMMENDATIONS

The Suggestions that are given by customers and by us as market

researcher for Improving in a service, advertisements. Because after
selling of a vehicle customer may has some of the problem and
customer come for solve their problem through service and company
should try to give proper service to satisfy customer by solving their
problem. The suggestions are as followed:

 As people expect more mileage per kilometer, company should increase the
mileage of the Suzuki Vehicles.

 SMIPL should increase the production capacity as the customers have to wait
for 3-4 months for delivery of the Suzuki Access.

 Company showroom should take less time for service the vehicle.

 Company should facilitate a Scheme for servicing Old Vehicles so

that the entire customer services their vehicle at company’s
service station.
 All parts should be available at service station. Because sometime
customer face the problem that parts are not available.

 Company should facilitate a Scheme for servicing Old Vehicles so

that the entire customer services their vehicle at company’s
service station.

 Suzuki increase in advertising in mass media to promote its sales.

 Company should manufacture motorcycles which can withstand for long time
on Indian roads.

 Company should appoint a brand ambassador and also sponsor entertainment

and sports events so that the name of the company remains in the minds of
the people.

 SMPIL should implement new marketing strategies to compete with Indian

competitor

 Suzuki at the moment has a very weak product portfolio and its products are
not that visible in the market.

 Suzuki should maintain and produce the bikes in quarterly or half yearly so
that customers can avail options.
 CONCLUSION

Indian 2-wheeler industry is the second largest in Asia after China. After the
separation with Tvs Motors the main focus of Suzuki has been to capture the Indian
Market through its Product which are Best In terms Of Style & Design and is trying
to achieve more target of which it has laid down for the coming years its Recent
Launched Bikes like Suzuki Zeus, GS150R, Hayabusa and Scooter Suzuki Access
have shaken the market leader Like Bajaj, Hero Honda & Honda is giving them a
tough competition & soon going Launch Few More Bikes in the market. But in a
country like India where customer generally appreciates mileage it becomes
necessary for a company like Suzuki which produces Bikes whose prices are
towards the higher end to focus on other factors to which influence the consumer
choice of Product like Prices, after sale services and many more.

After deep research, analysis and getting information about customer of Suzuki
Access 125 as formulated that Suzuki Access has success in the market and people
satisfied this product.
 BIBLIOGRAPHY

MAGAZINES:

 Auto India - Car & Bike Magazine

NEWSPAPERS:

 Economic Times

 Business Standard

WEBSITES:

 www.suzukimotorcycles.co.in

 www.autowebindia.com

 www.sitepoint.com

 www.automonitor.com

 www.siamindia.com

 Various Search Engines

 APPENDIX

(QUESTIONNAIRE)

1. Name -________________________________________

2. Age – 18-25 26-35

36-45 46 and above

3. Gender- Male Female

4. Marital Status- Married Unmarried

5. Occupation-
Officials Students

Retired Others

6. Your income (per annum) (in thousands)?

Rs. 75-100 Rs. 100-125

 Rs. 125-150 Rs. 150 above

7. What is your perception about Suzuki automobile’s product?

Very good Good Average Bad

8. How did you get to know about Suzuki?

Advertisement Family information

Friend’s recommendation Dealer’s recommendation

9. If you are going to be a customer of Suzuki motorcycles, what will be your

expectation?
More variety more value for money
Improved quality Better after-sales service

10.Which brand according to you is giving the most competition to SMIPL in

India?

Hero Honda Tvs Honda Bajaj

11.Do you like the Suzuki Access 125?

Very much Average Not so much

12.What about the Price of Suzuki Access 125?

Highly priced Moderate/Avg price Low price
12. Do you think that the Suzuki Access 125 is capable to attract today’s
generations?
Yes No cannot say

13. What is the best thing in Suzuki Access 125?

Quality Style/design Service Price

14. Has it served the purpose of purchasing?

Yes No Average Cannot say

15. Are you satisfied with free service from the showroom?
Yes No

16. Is Suzuki Access 125 comfortable for driving and journey?

Yes No Average

17. Maintenance cost of Suzuki Access 125?

High Moderate/Avg Low

18. Do you think worth the value of money you spent on Suzuki Access 125?
Yes No Average

19.What is your level of satisfaction towards Suzuki access?

0-25% 25-50% 50-75% 75-100%

20.Suggestions/Feedback, if any
______________________________________________________
“A SURVEY ON CUSTOMER SATISFACTION OF SUZUKI
ACCESS 125CC”

BY
SHRADHA JANBANDHU

CONTENTS
 Preface
 Acknowledgement
 Executive summary
 About the automobile industry
- Indian two wheeler history
- Segmentation of two wheeler
- Growth prospects
- Factors affecting market
- Rising customer expectations
- Suzuki motorcycles India history
 Company profile
- Mission of Suzuki
- Growth report
- SMPIL
- Facilities
- Products
- Warranty policy
- Major competitors
 Introduction to the topic
- Customer satisfaction in 7 steps
 Objective
 Scope
 Research Methodology
 Research Design
 Sources of data collection
 Data collection method
 Sample designs
 Data analysis and interpretations
 Findings
 Conclusion
 Illustrations and annexure
ANNEXURE