To Measure Sales satisfaction index (SSI) & Customer service index (CSI) Of ASPI Cars Pvt. Ltd. & Competitor Analysis in Automobile sector.

1. The Process Adherence To
Measure SSI & CSI Of ASPI Cars
Pvt. Ltd. & Competitor Analysis
Prepared By:
Kirtan Pandya (32)
Dhiraj Premani (41)
SLIMS PGP (2011-13)

2. Flow Of Content
 Introduction Of ASPI Cars Pvt. Ltd.
 History of Automotive Industry In India
 Sales Process at ASPI Cars Pvt. Ltd.
 Service Process at ASPI Cars Pvt. Ltd.
 Research on CSI (Customer Service Index) for ASPI Cars Pvt. Ltd.
 Research on SSI (Sales Satisfaction Index) for ASPI Cars Pvt. Ltd.
 Sales Pattern at ASPI Cars Pvt. Ltd.
 Promotional Activity at ASPI Cars Pvt. Ltd.
 Competitors Analysis regarding leading automobile companies
 Bibliography

3. Introduction Of ASPI Cars Pvt. Ltd
 ASPI CARS PVT LTD is an authorized dealer of TATA motors and
FIAT & deals in sales, service and spares

4. Introduction Of ASPI Cars Pvt. Ltd
 MISSION
“To be The No.1 Dealer Nationally”
 It started its journey in the year 2006 in the month of December with its first
showroom at sarkhej narol road near vishala hotel Ahmedabad and now also at
Naranpura and at chandkheda
 Employees here share the information & guide customer in order to make them
buy appropriate choice.
 It is among the top 3 most trusted dealer of Tata Motors & Fiat brand
 It is also ranked 2nd among the dealers at national level and also ranked 1st in west
region (Rajasthan, Gujarat) & is known for its Best in class on time Delivery

5. Introduction Of ASPI Cars Pvt. Ltd
LOB(LINE OF BUSINESS)
NANO TEAM CAR TEAM UV TEAM FIAT TEAM
• NANO • Indica • Safari • Punto
• Vista • Sumo Gold • Linea
• Indigo CS • Sumo victa
• Manza • Grande
• Venture
• Aria

6. Introduction Of ASPI Cars Pvt. Ltd
Team1- NANO TEAM (Small Car)

7. Introduction Of ASPI Cars Pvt. Ltd
Team 2- CAR TEAM

8. Introduction Of ASPI Cars Pvt. Ltd
TEAM 3- UTILITY VEHICLES (UV) TEAM

9. Introduction Of ASPI Cars Pvt. Ltd
TEAM 4- FIAT TEAM

10. History Of Automotive Industry
In India
• In 1940s the Indian automotive industry was at a very nascent stage.
• Indian automobile industry was plagued by unfavorable government
policies. All it had to offer in the passenger car segment was a 1940s
Morris model called the Ambassador
• In 1953, government of India and private sector came together to build an
automotive component manufacturing industry to meet the rising needs
of the automobile industry
• The economic liberalization in 1991 has succeeded in bringing about a
sustained growth in the automotive production sector triggered by
enhanced competitiveness
• A number of Indian automobile manufacturers including Tata Motors,
Maruti Suzuki and Mahindra and Mahindra, have dramatically expanded
both their domestic and international operations

11. History Of Automotive Industry
In India
Timeline of Indian Automobile Industry
Year Company Year Company
1901 First Indian to own a car in India – Jamshedji Tata 1995 Reva Electric Car Company
1905 Fiat Motors 1996 Hyundai Motors
1905 First Woman to drive a car in India - Mrs. 1997 Toyota Kirloskar Motors
Suzanne RD Tata
1911 First Taxi in India 1997 Fiat Motors (Re-Entry)
1928 Chevrolet Motors 1998 Volvo
1945 Tata Motors 1998 Mitsubishi Motors
1947 Mahindra Motors 2003 Chevrolet
1981 Maruti Suzuki 2004 Audi
1994 Mercedes Benz 2006 BMW
1995 Ford Motors 2007 Volkswagen
1995 Honda SIEL 2009 Jaguar

12. Sales Process at ASPI Cars Pvt. Ltd
Security
Reception
Customer advisor
Accounts
R.T.O.
Delivery

13. Service Process at ASPI Cars Pvt. Ltd
Booking
Pre-job card
Security guard
Service advisor
Service activity
Delivery (IFIR Form)

14. CSI (Customer Service Index)
A Research On
CUSTOMER SERVICE INDEX
At
ASPI Cars Pvt. Ltd.

15. CSI (Customer Service Index)
Customer Satisfaction Index (CSI) is a measure of how products and services
supplied by a company meet or surpass customer expectation
Significance Of CSI:
Demonstrate commitment to listening to customers
Enhance profits
 Gain feedback from customers about products, services, and/or support outside of what
customers provide the sales force
Improve customer satisfaction and retention
Improve quality of service
Increase market share
Increase repeat business
 Obtain information on product developments, priorities, and requirements
Provide a way for unhappy customers to vent

16. CSI (Customer Service Index)
 PROBLEM STATEMENT:
In spite of purchasing car from Aspi cars pvt. Ltd., some customers prefer other
service stations for service of their cars
 RESEARCH OBJECTIVE:
 Factors that prevents the customers to give their cars for service at Aspi cars
pvt. Ltd.
 Improvements that customers want from service department of Aspi cars pvt.
Ltd.
 Learn where the company stands in comparison with competitors
 Improve customer satisfaction and retention

17. CSI (Customer Service Index)
 RESEARCH DESIGN
 Type Of Research: Descriptive
 Data Collection:
 Primary Data: In this survey, we chose telephonic inquiry and called customers
who purchased their cars from Aspi cars Pvt. Ltd. But did not get their car
serviced from Aspi. For that we prepared one questionnaire which was the only
data source for our research
 Sampling:
 The sampling was done on the random basis from the data of lost customers.
 Our sample size was of 198 customers

18. CSI (Customer Service Index)
• Data Preparation and Interpretation
REASONS FOR SERVICE DISSATISFACTION
OTHERS (PREFER OTHER DEALER) 6
WEAK RESPONSE 16
PRICE 4
PAST BAD EXPERIENCE 13
DISCOUNTS 2
SERVICE QUALITY 14
SERVICE TIME 2
DISTANCE 19
0 5 10 15 20

19. CSI (Customer Service Index)
FINDINGS
PURCHASED FROM OTHER DEALER 5
REMOVE FROM CALLING LIST 1
NO SUGGESTIONS 2
SOLD OUT 22
HIGHLY DISSATISFIED 14
DISSATISFIED 22
SATISFIED 37
UNABLE TO CONTACT 95
0 20 40 60 80 100

20. CSI (Customer Service Index)
L.O.B. WISE ANALYSIS
• Utility Vehicles
NUMBER PERCENTAGE (%)
SATISFIED 4 44.44
DISSATISFIED 5 55.55
TOTAL 9 100

21. CSI (Customer Service Index)
L.O.B. WISE ANALYSIS
• Tata Cars
NUMBER PERCENTAGE (%)
SATISFIED 26 52
DISSATISFIED 24 48
TOTAL 50 100

22. CSI (Customer Service Index)
L.O.B. WISE ANALYSIS
• Fiat Cars:
NUMBER PERCENTAGE (%)
SATISFIED 2 40
DISSATISFIED 3 60
TOTAL 5 100

23. CSI (Customer Service Index)
 TEST FOR INDEPENDENCE
H0: Service satisfaction level is independent of the Service department.
H1: : Service satisfaction level is not independent of the Service department
OBSERVED FREQUENCY EXPECTED FREQUENCY
SATISFACTION LEVEL SATISFACTION LEVEL
SERVICE SATISFIED DISSATISFIED TOTAL SERVICE SATISFIED DISSATISFIED TOTAL
DEPARTMENT DEPARTMENT
FIAT 2 3 5 FIAT 2.5 2.5 5
TATA 26 24 50 TATA 25 25 50
UV 4 5 9 UV 4.5 4.5 9
TOTAL 32 32 64 TOTAL 32 32 64

24. CSI (Customer Service Index)
Service Satisfaction Observed Expected (fij- eij) (fij- eij)2 (fij- eij)2/eij
department level frequency(fij) frequency(eij)
Fiat Satisfied 2 2.5 -0.5 0.25 0.0039
Fiat Dissatisfied 3 2.5 0.5 0.25 0.0039
Tata Satisfied 26 25 1 1 0.0156
Tata Dissatisfied 24 25 -1 1 0.0156
Uv Satisfied 4 4.5 -0.5 0.25 0.0039
Uv Dissatisfied 5 4.5 0.5 0.25 0.0039
χ2 0.05
• The value of test statistics is χ2= 0.05.
• At 0.05 level of significance, χ2α= 5.99
• Since, χ2 ≤ χ2α do not reject H0. Therefore, we can conclude that Satisfaction level is
independent of the Service department

25. CSI (Customer Service Index)
FINDINGS
• Weak response in terms of handling customer complaints before and after service
• Damage of parts of cars by service staff which prevents customer to come again for service
• From 198 customers, 95 were unable to contact, 37 were satisfied, 22 were dissatisfied and
14 were highly dissatisfied.
• The service quality of different L.O.B. does not vary.

26. SSI (Sales Satisfaction Index)
A Research On
SALES SATISFACTION INDEX
At
ASPI Cars Pvt. Ltd.

27. SSI (Sales Satisfaction Index)
SSI Factors & Attributes
100%
25.5
90%
80%
70% DELIVERY PROCESS
16.4 DELIVERY TIMING
60%
SALES PERSON
50% 14.8
SALES INITIATION
40%
12.4 DEALER FACILITY
30%
11.4 PAPERWORK
20%
10.1 DEAL
10%
9.4
0%
SSI

28. SSI (Sales Satisfaction Index)
 PROBLEM STATEMENT
 Decreasing SSI (Sales Satisfaction Index) of ASPI Cars Pvt. Ltd
 RESEARCH OBJECTIVE
 Factors that affects consumer while purchasing a car
 Factors that needs to be improved in Sales process
 Improvements or suggestions by the customer to make the Sales process better
 RESEARCH DESIGN
 Data Collection: Primary Data: In this survey, we chose telephonic inquiry and
called customers who purchased their cars from ASPI cars Pvt. Ltd in Feb-March
2012. For that we prepared one questionnaire which was the only data source for
our research.

29. SSI (Sales Satisfaction Index)
ENTRANCE
0
ENTRANCE
8% 1 NO. OF
3% 2 RANK PEOPLE
3%
0 8
3 1 3
13%
2 3
5
50% 3 13
4 23
4
23% 5 51
101

30. SSI (Sales Satisfaction Index)
RECEPTION RECEPTION
0 1
5% 4% 2
4% NO. OF
RANK
PEOPLE
3
11%
0 5
1 4
2 4
4
5 3 11
21%
55%
4 22
5 57
103

31. SSI (Sales Satisfaction Index)
CUSTOMER ADVISOR CUSTOMER ADVISOR
1 3
1% 8%
RANK NO. OF PEOPLE
4 0 0
24%
1 1
2 0
3 8
5 4 24
67%
5 68
101

32. SSI (Sales Satisfaction Index)
AMBIENCE AMBIENCE
2
1% 3 NO. OF
RANK
19% PEOPLE
0 0
1 0
5 2 1
46%
3 20
4
4 36
34%
5 48
105

33. SSI (Sales Satisfaction Index)
TEST DRIVE TESST DRIVE
0 1
3% 1% 2
3% 3
NO. OF
6% RANK
PEOPLE
0 2
4
20% 1 1
2 2
3 5
5
67% 4 15
5 51
76

34. SSI (Sales Satisfaction Index)
FINANCE FINANCE
0 1
4% 4% 2
2% NO. OF
RANK
3 PEOPLE
11%
0 2
1 2
4
12% 2 1
3 6
5
67% 4 6
5 35
52

35. SSI (Sales Satisfaction Index)
DELIVERY DELIEVERY
1 2
3% 4% 3
2%
4 NO. OF
RANK
6% PEOPLE
0 3
5 1 4
17%
2 2
3 6
6 4 18
68%
5 71
104

36. SSI (Sales Satisfaction Index)
FINDINGS
Satisfied 61/105
Improvement in P.D.I. 5
Absence of receptionist / refreshment not offered 3
Problem in finance 4
Proper response from Customer Advisor before & after the booking 10
Proper parking area for customers 6
Weak response from R.T.O. department 2
Test drive vehicle not available 2
Late delivery 2

37. SSI (Sales Satisfaction Index)
SUGGESTIONS
• Proper guidance for the visitors about parking by security guard & parking
board as well
• P.D.I process needs a lot of improvement
• Continuous check on whether customers are provided refreshment facility
in time
• Customer should be treated equally before & the booking of a car
• Door to door delivery of R.C. Book

38. SSI (Sales Satisfaction Index)
SUGGESTIONS (CONTD)
• There should be soft music in the background
• Showroom should be more spacious & provide privacy to customers
• Each and every process of the event should be monitored carefully
• ASPI should provide cover for the car to new customers
• On time delivery of car

39. SSI (Sales Satisfaction Index)
GOOD THINGS AT ASPI Cars Pvt. Ltd.
• Customers are fully satisfied with the demonstration given to them about
the car which shows that our customer advisors are very efficient
• Refreshment facility is very good (but can be improved)
• Cleaning department is very much effective and sincere about their work

40. SALES PATTERN
Under this project, we analysed the sales data of year 2010 & 2011 which contained
month wise sales of individual cars, type of finance (self / finance), intended usage (personal /
taxi), type of fuel used (petrol / diesel), L.O.B. (Line of business) and Variants in each car.
We compared two year data which is useful in two ways
1) To manage the inventory for the upcoming years,
2) To find the loopholes.
 RESEARCH METHOD
 Secondary data: In this particular research, all the data were secondary which were
provided by the company itself.

41. SALES PATTERN
SALES
300
250
200
150
100
50
0
FEBRUAR SEPTEMB NOVEMB DECEMBE
JANUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER
Y ER ER R
Series1 145 189 212 134 158 208 208 243 222 256 101 218
Series2 163 134 169 60 120 100 67 166 183 155 135 169
• As you can see form the graph, sales in each month except January has decreased in 2011
compared to 2010. The reason could be new car launches in 2011 like, Hyundai Eon, Volkswagen
Jetta, Nissan Sunny Diesel, Mahindra XUV 500, Toyota Etios ,Liva and Honda Brio.
• The other reason for decline in sales is opening of 3rd dealer of TATA Motors in Ahmedabad.

42. SALES PATTERN
SELF
140
120
100
80
60
40
20
0
FEBRUAR SEPTEMB NOVEMB DECEMBE
JANUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER
Y ER ER R
Series1 61 76 71 54 54 91 96 124 70 104 48 78
Series2 68 49 65 17 55 37 16 85 73 45 40 58
FINANCE
200
150
100
50
0
FEBRUAR SEPTEMB NOVEMB DECEMBE
JANUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER
Y ER ER R
Series1 84 113 141 80 104 117 112 119 152 152 53 140
Series2 95 85 104 43 65 63 51 81 110 110 95 111

43. SALES PATTERN
PERSONAL
300
250
200
150
100
50
0
SEPTEMBE NOVEMBE
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER
R R
Series1 139 175 198 128 141 191 203 236 201 246 98
Series2 161 132 159 55 116 95 64 162 177 151 132
TAXI
25
20
15
10
5
0
SEPTEMBE NOVEMBE
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER
R R
Series1 6 14 14 6 17 17 5 7 21 10 3
Series2 2 2 10 5 4 5 3 3 6 4 3

44. SALES PATTERN
PETROL
100
90
80
70
60
50
40
30
20
10
0
SEPTEMBE NOVEMBE DECEMBE
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER
R R R
Series1 63 63 75 46 47 76 91 53 53 52 22 49
Series2 64 30 34 11 22 19 19 31 22 30 21 42
DIESEL
250
200
150
100
50
0
SEPTEMBE NOVEMBE DECEMBE
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER
R R R
Series1 82 126 137 88 111 132 117 190 169 204 79 169
Series2 99 104 135 49 98 81 48 135 161 125 114 127

45. SALES PATTERN
L.O.B.
1600
1400
1200
1000
800
600
400
200
0
FIAT CAR TEAM UVs NANO
Series1 241 1426 253 374
Series2 130 933 289 269

46. SALES PATTERN
NANO
200
180
160
140
120
100
80
60
40
20
0
CX LX STD
Series1 139 187 48
Series2 105 123 44

47. SALES PATTERN
INDIGO MANZA
500
400
300
200
100
0
AQUA AURA ELAN
Series1 36 441 0
Series2 39 185 40
INDIGO eCS
120
100
80
60
40
20
0
GLS GLX LE LX LS XL VX
Series1 5 28 9 106 31 43 0
Series2 2 14 10 106 34 14

48. SALES PATTERN
INDICA
120
100
80
60
40
20
0
DLE DLS XETA LE LS LX
Series1 57 107 9 0 0 0
Series2 2 5 0 3 89 32
INDICA VISTA
300
200
100
0
AQUA AURA TERRA QUADRAJET
Series1 113 256 185 0
Series2 17 77 91 167

49. SALES PATTERN
SUMO VICTA
80
60
40
20
0
CX EX GX LX
Series1 59 2 3 1
Series2 76 2 1 6
SAFARI
60
40
20
0
EX GX LX VX
Series1 56 15 25 24
Series2 57 6 22 14

50. SALES PATTERN
ARIA
25
20
15
10
5
0
PRESTIGE PRIDE PLEASURE PURE
Series1 5 1 0 0
Series2 13 13 20 23
SUMO GRANDE
40
30
20
10
0
EX GX LX
Series1 7 6 35
Series2 1 6 2

51. SALES PATTERN
10 SPACIO
5
0
1 2
HT 1 9
XENON
1.5
1
0.5
0
1 2
EX 1 1

52. SALES PATTERN
FIAT PUNTO
60
Axis Title
40
20
0
DYNAMIC EMOTION ACTIVE
Series1 1 54 42
Series2 3 40 30
FIAT LINEA
140
120
100
80
60
40
20
0
ACTIVE DYAMIC EMOTION T JET
Series1 4 8 128 3
Series2 2 3 48 4

53. Promotional Activity at ASPI Cars Pvt. Ltd
1. EVENTS
2. ONLINE PROMOTION
3. IN-HOUSE ACTIVITY

54. Promotional Activity at ASPI Cars Pvt. Ltd
 EVENT
 PRE-PLANING
 EVENT DAY
 FOLLOW UP

55. Promotional Activity at ASPI Cars Pvt. Ltd
 EVENT

56. Promotional Activity at ASPI Cars Pvt. Ltd
 ONLINE PROMOTION

57. Promotional Activity at ASPI Cars Pvt. Ltd
 ONLINE PROMOTION

58. Promotional Activity at ASPI Cars Pvt. Ltd
 IN-HOUSE ACTIVITY:

59. Promotional Activity at ASPI Cars Pvt. Ltd
 IN-HOUSE ACTIVITY:

60. Competitor Analysis & Consumer
Perception Regarding Leading
Automobile Companies

61. Competitor Analysis & Consumer Perception
 RESEARCH OBJECTIVES
• To understand the consumer perception at the time of car
purchase
• To analyse the position of leading automobile companies and
extract their strong & weak points
• Factors affecting at the time of second car purchase
• Retention level of each company in terms of attracting
customers again

62. Competitor Analysis & Consumer Perception
 RESEARCH DESIGN
 TYPE OF RESEARCH:  SURVEY APPROACH:
• Descriptive • We got our questionnaire filled from the
users of the different cars. We collected
 DATA COLLECTION:
data from different showrooms, malls and
• Primary data: Communication Study
parking areas.
– Close-ended, multiple choices.
 SAMPLING:
– Research instrument- Questionnaire
• The data of 140 peoples was collected.
– Also collected 19 responses from
Facebook by posting our survey there

63. Competitor Analysis & Consumer Perception
DATA ANALYSIS & INTERPRETATION:
First car owners:
Company No. Of People
Maruti Suzuki 36
Tata 30
Hyundai 29
Honda 19
Mahindra 26
140

64. Competitor Analysis & Consumer Perception
• Rank Of Maruti Suzuki From 1 To 5:
Maruti Suzuki
60
50
40
30
20
10
0
1 2 3 4 5
Rank 1 2 3 4 5
No of people 56 31 20 18 15

65. Competitor Analysis & Consumer Perception
• Rank Of TATA Motors From 1 To 5:
TATA Motors
50
40
30
20
10
0
1 2 3 4 5
Rank 1 2 3 4 5
No of people 18 23 31 43 25

66. Competitor Analysis & Consumer Perception
• Rank Of Hyundai From 1 To 5:
Hyundai
50
40
30
20
10
0
1 2 3 4 5
Rank 1 2 3 4 5
No of people 25 44 37 21 13

67. Competitor Analysis & Consumer Perception
• Rank Of Honda From 1 To 5:
Honda
45
40
35
30
25
20
15
10
5
0
1 2 3 4 5
Rank 1 2 3 4 5
No of people 24 26 40 35 15

68. Competitor Analysis & Consumer Perception
• Rank Of Mahindra From 1 To 5:
Mahindra
80
70
60
50
40
30
20
10
0
1 2 3 4 5
Rank 1 2 3 4 5
No of people 17 16 12 23 72

69. Competitor Analysis & Consumer Perception
• Factors That Consumer Considers While Purchasing The First
Car
Factors
90
80
70
60
50
40
30
20
10
0
low
performan brand
price looks maintainan features
ce name
ce
Series1 84 65 64 60 47 41

70. Competitor Analysis & Consumer Perception
• SATISFACTION LEVEL:
• Out of 140 customers, only 4 customers were not satisfied
with their car. And the reasons for their dissatisfaction were
high maintenance, inefficient after sales service
• So we can say that, satisfaction level of the customers with
their current car is approximately 97%

71. Competitor Analysis & Consumer Perception
• Second Car Preference:
Company No. Of People
Maruti 30
Tata 25
Hyundai 29
Honda 35
Mahindra 19
Others 9
147

72. Competitor Analysis & Consumer Perception
• Factors That Consumer Considers While Purchasing The
Second Car
Factors
70
60
50
40
30
20
10
0
after low
brand perform resale
looks features sales maintai price
name ance value
service nance
Series1 64 36 31 8 6 5 5 5

73. Competitor Analysis & Consumer Perception
• Retention Level:
First Car No Of People Same Car % Retention
Maruti 36 12 33
Tata 30 13 43
Hyundai 29 9 31
Honda 19 7 37
Mahindra 26 15 58

74. Competitor Analysis & Consumer Perception
% Retention
70
60
50
40
30
20
10
0
maruti tata hyundai honda mahindra
Series1 33 43 31 37 58

75. Competitor Analysis & Consumer Perception
• Findings:
• As the larger proportion of Indians contains middles class
people, they prefer Maruti as their first cars as it has looks and it
provides better performance as well
• From our analysis customers ranked Maruti on 1st rank, Hyundai on
2nd rank, Honda on 3rd rank, TATA on 4th rank and Mahindra on 5th
rank
• While purchasing the first car, 3 most important factors which
consumers take into consideration are performance, price and looks

76. Competitor Analysis & Consumer Perception
• While purchasing the second car, 3 most important factors which consumers take
into consideration are brand name, performance and looks
• When it comes to purchasing the second car, customer’s preference diverges to
Honda from Maruti because Honda has a bigger brand name
• By comparing factors for car purchase, we can say that in the first car
purchase, price is considered second most important factor but when it comes to
purchasing second car, price is considered to be the least important factor
• When it comes to retention (purchasing a car from same company), Mahindra
comes at the top followed by TATA Motors, Honda, Maruti and Hyundai

77. Competitor Analysis & Consumer Perception
• Sample Questionnaire:
1. Rank the below given automobile companies.
 Maruti Suzuki
 TATA Motors
 Hyundai
 Honda
 Mahindra
2. Which car do you own? ____________
3. What are the top 3 reasons behind purchasing this car?
 Brand name
 Looks
 Price
 Performance
 Features
 Low maintenance
 Resale value
 After sale services

78. Competitor Analysis & Consumer Perception
Sample Questionnaire (Continue):
4. Are you fully satisfied with your car?
 Yes
 No
5. If no, then what is the reason behind it? _______________________
6. Which company would you prefer for your second car & why?
___________________________________________________