Maruti, Toyota top satisfaction survey

Passenger car models from Maruti Udyog Ltd and Toyota have been ranked highest in six out of the ten vehicle segments, according to the findings of the 2004 four-wheeler total customer satisfaction study released today by market information provider TNS.

Among the new models launched since TNS' 2003 study, Ford Endeavour received top honours in the "premium SUV" segment.

Representing the responses of more than seven thousand car buyers towards the performance of over 40 models in the key areas of sales satisfaction, product quality, vehicle performance and design, after-sales service, brand image, and cost-of-ownership, the 2004 four-wheeler Total Customer Satisfaction (TCS) study conducted by TNS specialist division, TNS Automotive, is the largest syndicated automotive study in India.

The TCS index score provides a measure of commitment a given model or brand enjoys with its customers.

Rankings for the TCS study are done at the vehicle segment-level to provide comparisons among similar groups of vehicles. The ten models ranking highest in their respective segments for total customer satisfaction were

Maruti 800 for entry compact; Maruti Zen Petrol for premium compact; Tata Indica Diesel for small car - diesel; Maruti Esteem Petrol for entry midsize; Mitsubishi Lancer Petrol for midsize; Toyota Corolla for premium midsize; Mitsubishi Lancer Diesel for midsize car - diesel; Toyota Camry for entry luxury; Toyota Qualis for SUV; and Ford Endeavour for premium SUV.

The industry witnesses an improvement on all areas of customer ownership experience except sales satisfaction," said Rajeev Lochan, general manager (Asia Pacific) of TNS Automotive.

"Performance and design, brand image, and after-sales are the three most improved aspects for the industry. The decline in sales satisfaction can partly be attributed to the increasing sales volume, indicating the difficulty in managing customer expectations in a growing market" he added.

While the industry has improved overall, the customer expectations across all study components too have increased. The 2003 study had identified performance and design, after-sales, and cost of ownership as key hidden opportunities where the importance has strengthened even further this year.

INSET BOX

The other findings from the study:

Cycle time for buying a replacement or additional fell to four and half years in 2004 compared WITH a cycle-time of close to 5 years in 2002.

The study has also inferred that owners purchasing additional or replacement cars increased to 64 per cent in 2004 against 49 per cent 2002. This shift is significant in North and West compared to South India.

Among those decided on the future purchase, 52 per cent indicated a preference for four-door sedan and the average budget increased to Rs 700,000 against Rs 625,000 in 2003.

Nearly one-fifth of motorcycle owners indicated a preference for upgrading to cars with a budget ranging from rupees Rs 200,000 to Rs 400,000.

Makes like Honda, Toyota, and General Motors enjoy a high mind-share among future additional/ replacement buyers.

Small car manufacturers like Maruti and Tata Motors are high on the preference for future up-graders from motorcycles, while Hyundai finds a balance between the two groups.