The document provides information about Amara Raja Batteries India Pvt Ltd (ARBL), an Indian automotive battery manufacturer. It discusses ARBL's history, facilities, products, subsidiaries, vision, leadership, markets, and SWOT analysis. Some key points include: ARBL is headquartered in Hyderabad and is a leading manufacturer and supplier of automotive batteries under the Amaron brand. It has over 12,000 employees and joint ventures with Johnson Controls. The company aims to improve quality of life through innovation and building institutions that provide better access to opportunities, goods, and services.

1. 1
SUMMER INTERNSHIP PROJECT REPORT
ON
“Satisfaction Level of Dealers in AMARON
Two-Wheeler Batteries”
SUBMITTED IN PARTIAL FULFILLMENT
TOWARDS THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION
(2016 – 18)
SUBMITTED BY:
Ranjeet Kushwah
University Roll No. : 168410289
MBA II YEAR (IV TRIMESTER)
INSTITUTE OF BUSINESS MANAGEMENT

2. 2
Preface
As the part of the curriculum and in order to gain practical knowledge in the field survey of marketing
management, we are required to make a report on “Satisfaction Level of Dealers in AMARON Two-
Wheeler Batteries”. The basic objective doing this project is to get knowledge different satisfaction level
of marketing.
In this project report to include various concept, effect and implication of the market customer aware of
the AMARON batteries.
Doing this project helped us to enhance our knowledge regarding the work in to the attitude of dealer
experience related with our topic concept. Through this report we come to know about importance of
team work and role of devotion towards the work.

3. 3
Acknowledgement
It is not enough take steps which may someday leave to goal; each steps must be itself a goals and steps
otherwise” – Johann Wolfgang von Goethe.
This work begins the imprints of many people whose valuable assistance and insightful suggestion have
made this project worthy.
I am thankful to my Project guide Mr. Hemant Sharma, Marketing Manager, AMARA Raja Batteries
India Pvt Limited (ARBL), whose able guidance helped me to give the present shape of the project.
I take these opportunities to thank our faculty in charges Prof. Utkal Khandelwal, for encouraging with
his kind words of knowledge and wisdom and also co-operating with us.
It is immense pleasure to extent my gratitude and I would also like to thanks my Institute GLA
University, Mathura (UP) and other staff member for the knowledge gained that helped me to sharpen
my skills.
Ranjeet Kushwah
(168410289)
GLA University, Mathura (UP)

4. 4
Declaration
I confirm that that the project that is undertaken by me an original and authenticate in work done by me.
This project is being submitted in partial fulfillment for award of Master of Business Administration
(MBA) from GLA University, Mathura (UP).
The content of this report based on the information collected by me during my tenure at Amara Raja
Batteries India Pvt Limited (ARBL) Hyderabad during 1st
June to 26th
July 2017.
Date- Signature
Place- Ranjeet Kushwah

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CHAPTER I
INTRODUCTION OF
THE COMPANY

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Industry Overview:
The Amara Raja Batteries is an Indian Multi-National Company (MNC) which is headquartered at
Hitec City, Hyderabad. The group has present in automotive batteries business, packaged food and
beverages, electronic products manufacturing, infrastructure sector, power system production and
fabrication of sheet metal product and fasteners. The Amara Raja group is better known for its
automotive batteries brand “AMARON” which is the second largest selling automotive batteries brand
in India today.
Amara Raja group employ a work force of over 12000 employees and it has International joint venture
alliance with Johnson control Inc. Amara Raja Batteries made it Asia’s ‘Best under A Billion’ 2010 list
of compiled by Forbes Magazine.
The generation batteries technology came in 1836.When English chemist John Fredrick Daniel
invented the Daniel Cell.
Company Description:
Amara Raja Batteries Ltd. (ARBL) Offer of wide range of batteries. The company has partnered with
Johnson Control Inc. for automotive system and power solution. ARBL has pioneered the VRLA
technology in batteries and has create a unique benchmark in Automotive and Industrial Battery market
with the ‘’AMARON’’ Brand. The company was incorporated in 1985 and is based in Tirupati.
Amara Raja Core Group Purpose:
To transform our spheres of influence and to improve the quality of life by building institutions that
provide better access to better opportunities, goods and services to more people... all the time.

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Company Information:
Chairman : Ramachandra N Galla
Managing Director : Jaydev Galla
Company Secretary : Mr. Raja Ram
Founded : 20th
Dec, 1985
Area served : Worldwide
Website : www.amaraaja.co.in
Company Punch line : ‘’Last Long, really Long!’’
Logo of the Company:
AMARON Company has different logo to the easily identified product to the customer. AMARON is
the popular product in the market. Automotive – it manufactures and market automotive batteries under
the name AMARON.
AMARON under introduces products like- Pro, Flo, Go, Black, Fresh, Hi-way, Harvest, Shields, and
Optima caters to various automotive needs.

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9. 9
Company Headquartered:
Amara Raja Batteries India Pvt Ltd. Situated in the Hitec city, Hyderabad. AMARON is the top most
company in the India and the growing batteries brand. AMARON dealing in the automotive batteries.
History of ARBL:
• The ARBL is an Indian manufacturing company. This is headquartered at Hitec city, Hyderabad.
• It’s better known for automotive battery brand ‘AMARON’ which is the second largest selling
automotive battery brand in India.
• ARBL employs a workforce of over 7000 employee.
Amara Raja Group of Company:
• AMARA RAJA BATTERIES LIMITD (ARBL), Karakambadi, Tirupathi.
• AMARA RAJA POWER SYSTEM PVT LTD (ARPSPL), Krakambadi, Tirupathi.
• MANGAL PRECISION PRODUCT PVT LTD (MPPL), Karakambadi, Tirupathi.
• MANGAL PRECISION PRODUCT PVT LTD (MPPL), Petamitta, Chittoor.
• AMARA RAJA ELECTRONICS PVT LTD (AREPL), Dighavamagham, Chittoor.

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Two- Wheeler Batteries (Buy Motorcycle batteries online):
We know your bike is your pride and joy and your ensure that only the best goes into it. We ensure that
the best goes into our batteries as well. That’s why truly knowledgeable riders like- you insist on
AMARON.
AMARON offers pro- Bike Rider (PBR) Batteries, manufactured with state of the art VRLA (Valve
regulated lead acid batteries) technology, for the entire range of two-wheeler available in India.
VRLA technology works on the oxygen recombination principle, which prevents water loss and
provides zero maintenance batteries. Which means that the only your mind will be to have the ride of
your life, every time you start your engine. No matter what you ride, there’s an AMARON on PBR
that’s going to last long with you.
Two wheeler batteries some pictures:

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Two-wheeler product Our Differentiation:
• Zero-Maintenance
• High Cranking Power
• High Resistance
• High Vibration Resistance
• Improved Safety
• Long Life
• Spill-Proof
Achievement:
• Every 3rd
car in India is powered by AMARON batteries!
• We were the first to introduce Zero Maintenance batteries for automotive applications in India.
• We were the first to offer a 60-Month warranty on batteries in India.
• We pioneered VRLA batteries for motorcycle in India.
• AMARON Pit Stop was ranked among the Top 100 Franchise opportunities in India.
• We have one of the widest network in the battery industry in India; 100+ Franchisees, 2400 +
Extensive service hubs and 18000 + strong retail network to serve you faster, quicker and better!
• Our ground-breaking "Claymation" TV ad won us the ad industry’s top honor’s.
• We launched ‘’Power Zone’’, the first formatted rural distribution initiative in the Indian battery
industry.

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Batteries safety and handling guideline:
Whenever you are handling or working with lead acid batteries, consult your vehicle and battery
owner’s manual for instructions and safety precautions. Lead-acid batteries contain hydrogen-oxygen
gases that can be explosive. Also, the sulfuric acid that can cause severe burns. To help avoid risk of
danger and injury, observe these precautions while handling or working with a lead-acid battery:-
• Wear safety glasses or goggles and a face shield.
• Make sure work area is well-ventilated
• Never lean over battery while boosting, testing or charging.
• Cigarettes, flames or sparks could cause the battery to explode. Keep all ignition sources away
from the battery.
• Do not charge or use booster cables or adjust post connections without proper instructions and
training.
• Keep vent caps tight and level.
• In event of accident, flush with water and call a physician immediately.
• Keep the battery out of reach of children.
• Avoid metallic contact across the terminals, as this can result in short circuit and sparking.
• Always maintain a clean battery surface, as dust accumulation can cause vent plug blockage.

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Automotive two wheeler batteries manufacturing:
AMARON batteries are made in certified plants using world-class technology. The raw materials we use
are of best-in-class purity and we make absolutely no compromise on the quality. Every item is
stringently tested for conformance to specifications. Our batteries are manufactured in a totally
automated assembly line, to ensure consistent products of the highest quality. The finished batteries also
undergo stringent quality control parameters to ensure they meet global standards, and will last you for a
long, long time.

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Summary of World Class Integrated manufacturing facility:
• From oxide manufacture to finished battery in one complex.
• Automation at every possible process, reducing human intervention in all critical areas.
• Fully furnished In-house plastic injection molding.
• Govt. approved R & D Centre for batteries.
• Test facilities to check the raw material to parts per billion (ppb) levels.
• Full-fledged calibration & chemical labs to correct instruments & check material purity.
Vision and Mission of AMARON:
• Mission:
The Mission of ARBL is to deliver reliable and clean power to its customer; technology and trust are
key value addition that the delivered with every product and endorsed by it’s satisfying client across the
globe. Mission, mantra, way of thinking, philosophy, what we live foe….call it what you want, you will
find it below. Introduce yourself to way we think.
• Vision:
Will be a dominated player in providing integrated solution in conversion and management and
electrical power by leveraging sustainable technology. To transform our sphere of influence and to
improve the quality of life by building institution that provide better access to better opportunities, goods
and services to more people… all the time.

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ARBL consist have two strategic business units (SBUs):
• The Industrial batteries division.
• The Automotive batteries division.
Research & Development:
AMARON understanding the customer preference and survey. Amara Raja has also built a batteries
excellence center the first kind in Asia. The research and engineering Centre has been conceived as
completely self-sufficient facility with a full range of testing equipment. The corporate performance
evaluation, design and life testing and also has capabilities for application engineering, vehicle system
study, simulation and computer-aided design including full calibration laboratory on site.
As a result, Amara Raja uniquely laced to offer substantial benefits on sizing of batteries electrical
system it’s industrial and OEM customer and will be able to affect valuable improvements product
performance and manufacturing technique.

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Business of the company:
• Industrial- under this manufacture and market five product namely like- power stack, AMARON
Quanta, AMARON Volt, AMARON Sleek and Application. It clients include big name like-
BSNL, MTNL, Nokia etc.
• Automotive- it manufacture market automotive batteries under the name AMARON. Under
AMARON introduces product like- Pro, Flo, Go, Black, Fresh, Hi-way, Harvest, Shield, and
Optima caters to various automobile needs.
• The company exports automotive battery to all the country like- Singapore, Malaysia, Hong
Kong, Thailand, Philippines, China, Japan, Greece, Australia, Dubai, Omen, Bahrain, UAE,
Kenya, Tanzanian, South Africa and many more country.
• The company has been supplier to big company like- Ashok Leyland, Fiat, General Motors,
Hindustan Motors, Honda, Hyundai, Mahindra & Mahindra, Maruti & Tata Motors, Daimler
Chrysler and Ford.
Sector detail and market share:
AMARON batteries the size of the Indian lead acid automotive storage batteries was estimated 8,000
crores. We can further differentiate into OEM & Aftermarket, and branded or unbranded:-
Demand for automotive batteries is dividing among further different segment. ARBL commands
25% market share with in association wide distribution network. ARBL is primarily focus on the
replacement market the share of unorganized manufactured has been downtrend in recent year

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product unreliability, rising disposal income, increase quality consciousness environmental
restriction, and technology advancement in the automotive batteries.
Summary of the company:
• Amara Raja batteries India Pvt Ltd. (ARBL) was the 1st
company to manufacture batteries to
industrial application but later on the company focus on the automobile segment which occupies
major part 60% market share.
• AMARON the market leader in the OEM (Original Equipment Manufacturer) the ARBL decide
to focus on the replacement market for the scope of better price for the highly unorganized nature
of the market.
• The company came out innovation automotive storage batteries that suit local condition as the
customer wants batteries that have a long life. The company used a high heat resistant
technology that function well under extra temperature and condition.
• To achieve its goal the created various strategies like- the physical aspect of the product look
different its focus on the brand image.
• AMARON (means immortal) and florescent green color to make the brand color more visible
and easy to recognize from a distance.
• Every customer easy identification to the brand.
• Amara Raja believes in influencing and improving the quality of life building institutions that
provide better services opportunities.
• AMARON provide goods and services to people all the time.
• Amara Raja has growth for partnership and information sharing with world leader and innovative
research & design, innovative engineering.
• Gain competitive advantage.

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Supply Chain of AMARON:
• EXIM:
Company got approval to operate in all major ports across the country. In order to cost reduce EXIM
clearance higher efficiency bought in to reduce the charge implementing internal process.
• Logistics:
Logistics is to the main branch of supply chain by delivery with minimum truck as well as Safe
Transformation mode. Logistics helped to improve internal efficiency and GPS support monitor the lead
time to deliver goods and services.
• Distribution:
Focus on towards reach to customer approach resulting gaining to more confidence across the sales,
marketing, finance, teams.
• Procurement:
Procurement means arrangement of material and people. On the total procurement value, majority
contribute raw material, lead, other commodity, supply chain maintain the optimal sources share both
imports and domestic sources.
ARBL’s first in the automotive batteries industries:
• First to introduce a 60 month warranty for automotive batteries
• First to introduce a 36 month warranty for automotive batteries
• First to launch a 48 month warranty for automotive batteries
• Battery with the highest CCA (Cold Cranking Amps)
• Battery with the highest RC (Reserve Capacity)
• First automotive battery company to have exclusive Pit Stop themed outlet.

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SWOT Analysis of AMARON Batteries:
Strength:
• Brand Power
• Technology Experience
• Better financial position
• Wide distribution network
• Better service provider
• Available different product
• Product innovation
• Strong brand image
• Customer loyalty
• R&D
• Global operating
• Lead market position
• Environment CSR activity
• Strong social & corporate image
• Eco-friendly
Opportunities:
• Emerging market increase
• Sale directly to customer
• Better product experience
• Tap to rural market
• Best after- sale services
• Satisfied customer
Weakness:
• Customer concentration
• Quality control problem
• Decrease revenue
• High price
• Lack of proper knowledge among
some dealer, customer.
Threat:
• High level of competitor
• Govt. rules and regulation
• Substitute of brands
• Strong competition
• Better quality product available in
the market
• Dealer/distributor switch to other
brand’s dealership

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AMARON batteries manufacturing different product:-
AMARON Company dealing in the many product show picture are as given below-

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Risk Management of AMARON:
Amara Raja Risk management framework is an integrated risk management approach comprise with
company potential norms.
• Economic risk:
A downturn in the economy could impact the off take batteries. The company caters to a number of user
sectors which has created multiple revenue streams.
• Operational risk:
Increasing lead cost could impact could impact business profitability. The company leverage
relationship with its joint venture partner for optimizing lead procurement cost.
• Financial risk:
Rising interest cost could impact business profit. The company does not have any debt on its book. The
company recently commissioned a large capacity that was entirely funded through accruals.
• Human resource risk:
The company may get necessary skilled team to manage growing business operation. Its people-centric
policy and practice help the company nurture and retain talent.
Amara Raja group value:
• Innovation:
Responsibility innovation for us better way of doing things leading to never possibilities. Amara
Raja Company to innovation time to time to understand customer experience.

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• Excellence:
Excellence to us continually enhances our performance to consistently produce outstanding result
with lasting impact.
• Entrepreneurship:
Entrepreneurship to us leading with courage and conviction to convert gap into opportunities, create
wealth and contribute to growth.
• Experience:
Experience to us what we create for stakeholder who makes them feel part something special,
leading to endearing relationship.
The value chain analysis of AMARON:-
Michel porter (1985) proposed the value chain as tool of identify way to create more customer value.
According to this model every firm has a synthesis of activities perform to design, produce, and market,
deliver and support its value. The value chain identifies primary and supportive activities.

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Key element of after-sales service:
Goffin (1999) explanation may be more complete, that state eight elements of after sale-services which
must be provide to customer working lifetime of product as follow:
• Installation.
• User training.
• Documentation.
• Maintenance and repair.
• Online support.
• Warranty.
• Upgrades.
• Customer experience.
From this analysis appear that are at least five components to customer support strategies:
• Identify customer support requirement.
• Design for supportability.
• Managing distribution network.
• Gain competitive advantage.
What is Automotive Batteries?
• Automotive batteries are a type of rechargeable batteries that supply eclectic energy to
automobile.
• Usually refers to SLI batteries (starting, lighting, and ignition) to power the starter motor, the
light, and the ignition system of a vehicle engine.
• Automotive batteries are usually lead-acid type, and made six galvanic cell to provide a 12 volt
system.
• Each cell provides 2.1 volts for a total 12.6 volt at full charge.

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Who is dealers?
Dealers are part of an integrated system called the supply chain. A Dealers purchase goods or products
in large quantities from manufacturer directly, and sell small quantities to the customer for a profit.
Forward Supply Chain Of AMARON:
Supplier
Manufacturer
Distributor/Dealers
Retailer
Customer
Component of batteries:
• Internal plates
• Lead terminal
• Plastic terminal
Service differentiation:
• 100 franchises spread across country named Pit stops.
• Standard store design
• Distribution network 7,250 retailers.
• Pla nning to distribute through departmental stores.

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CHAPTER II
INTRODUCTION TO
THE TOPIC

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Introduction to the Topic:
In today Dealres satisfaction is the key of the success any business. So, behaviour and satisfaction level
play a very key role to sale the product goods & services. We decide to the project related key factor
“Satisfaction Level of Dealers in AMARON Two-Wheeler Batteries”.
This study helps to understand satisfaction level basic technology and different strategies for market.
AMARON company study to the broader coverage market area. AMARON to provide better service to
the customer to the gain competitive advantage. Every company to the time to time does the analysis to
the customer aspect to the gain more profit.
Problem definition:
To find out the factor to influence the customer to buy AMARON two-wheeler batteries service and
after sale serice.

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Scope of study:
The study can be identifies in terms of the area and the sample size which will for satisfied the objective
of the subject matter. The scope of around 80 Batteries dealers and target for door to door, direct
marketing survey was done through questionnaire.
• The main scope of the study AMARON batteries scope.
• To analysis AMARON how many coverage market scope.
• The Scope of the study to better dealer’s satisfaction.
• To know about customer happy by AMARON service.
• To scope the study to find out problem regarding the selling of AMARON product to the
customer mainly two-wheeler batteries.
• To find out problem regarding non-selling product which have good market potential?
• To promote the retailer to coverage the market area.
• To promote the customer awareness to the AMARON brand helpful to the sell batteries.
• To help the marketer to research in the same field.
• The scope to find out problem regarding non-selling some product which have good market
potential.
• To promote Dealers as well brand helpful for the company to make brand awareness.

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CHAPTER III
OBJECTIVES &
METHODOLOGY

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Objective of the study:
A study on factor influencing purchasing decision of the customer and identiies the reason for better
sales of AMARON batteries and examine option for enhancement of the product.
• To determine dealers satisfaction level about service and after sale service.
• To identify the competitors as per dealers.
• To identify the factor in consumer decision making process.
• To determine the brand recall & presence of AMARON.

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Research Methodology:
According to Redman and Mory define research as a “systematized effort to gain new knowledge’’
Research methodology is a term that basically means the science of how research is done. The process
used to collect information and data for purpose of making business decision.
Data sources:
One of the important tool for conducting research is the availability of necessary and useful data
collection is more an art that science. The source of information under two categories.
• Primary Data:
The primary Data, are those data collected fresh and for the first time, and thus happen to original in
character.
• Secondary Data:
The secondary data collected on the other hand are those which have already been collected by someone
else and which have already passed through the statistical process Like- newspaper, Magazine, Past
Company article etc.
Methodology:
Questionnaire Design:
Questionnaire design is done through primary and secondary data.
Data Source
Primary Data Secondary Data

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Sample Design:
Sample design is the part of a population and done by the satisfaction level of dealers.
Descriptive Research:
Descriptive Research describes characteristics of a population or phenomenon and gives some
understanding problem.
Coverage:
The various area of the Firozabad city were covered during the data collection are:
• Tundla .
• Sirsaganj.
• Jasrana.
• Ghiror.
• Shikohabad.
• Industrial area.
• All coverage area comes under Firozabad city.
Statistical Design:
Applied data analysis we have used bar graph, pie chart through MS Excel 2010.
Research Design = Descriptive Research
Sample Size = 80 Dealers/ Retail outlets Shop.
Sample Area = Firozabad (UP).
Sample Technique = Convenience Sampling.
During = 8 weeks.

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CHAPTER IV
DATA ANALYSIS AND
INTERPRETATION
@
SUMMER INTERNSHIP LEARNING

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1. Do you know about AMARON Batteries?
Graph- 1
Interpretation:
This graph is show that some customer was aware of the AMARON brand. Marketing research I found
that, 75 % customer is aware of AMARON and 25 % are not aware AMARON product. Some area in
anybody not aware of AMARON brand.

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2. Are you dealing with AMARON Two Wheeler Batteries?
Graph- 2
Interpretation:
This graph is showing that, many retail outlets owner not dealing in AMARON two-wheeler batteries. In
this graph 60 % retail outlets have dealing two-wheeler batteries and some retailer not dealing 40 % in
the AMARON two-wheeler batteries.

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3. Which brand are you dealing?
Graph- 3
Interpretation:
In this graph, some retailer are dealing in the different brand like- Exide, SF Sonic, AMCO, Luminous,
Minda etc. In the market many batteries brand are available and find many competitors. Only 50%
retailer is dealing in the AMARON brand because they get more advantage.

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4. Which brand do you suggest for customer?
Graph- 4
Interpretation:
In this paragraph retailer to suggest customer AMARON brand and some customer are aware of the
AMARON they bought easily. Some customer is not aware they want not bought that product. Many
retailers those brand prescribe the customer who gain more profit. Many retailers to deal only
AMARON brand they only 40 %.

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5. Is any customer to call name demand AMARON batteries?
Graph- 5
Interpretation:
In this graph, the customer are aware and to take better service the take AMARON batteries. Many
customers only to call the demand AMARON batteries. Only 35% customer demand AMARON
batteries and some customer not call 65% many customers only want to buy AMARON product.

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6. The first choice of customer is AMARON.
Graph-6
Interpretation:
In this graph to show that the company to the analysis of the customer to preface the choice of
the customer to select the batteries. Many customer to only brand image of the product.

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7. The AMARON distribution channel of supply chain is good.
Graph- 7
Interpretation:
The AMARON company to the better supply chain distribution network design to the
customer gets the product in less time. The company logistics help to the customer. The
company to the customer awareness on the image in the mind.

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8. According to you which battery brand provides best after sale service?
Graph- 8
Interpretation:
In this graph show that Amron Company to provide customer after sales service. Many companies to
chance their product promotion in the market. AMARON company 73% retail dealer to provide better
service.

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-
9. Will you recommend AMARON batteries brand to someone else?
Graph- 9
Interpretation:
Some dealers to recommend to other people and persuades bought the product 70% people to
convenience to another. Many dealers not persuade to another because they gain more profit.

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10. Do you have field Technician?
Graph- 10
Interpretation:
In this graph show that, many retail dealer have experience Technician to the check battery, home
delivery service. Some retail dealers don’t have any technician 90% dealer have separate technician and
some retail dealer 10% not have technician.

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11. Who bear the cost of Transportation?
Graph- 11
Interpretation:
Some dealer delivery product to the customer they bear all transport rent to the provide better service
that is 40%. Many dealers don’t bear any transport charge they take the customer and take service
charge.

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12. Which factor of AMARON batteries to attract the customer?
Graph- 12
Interpretation:
This graph is show that, company to provide better service and to the attract the customer to the many
rewards to give the customer. Some company to attract the customer to the better product.

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13. How many times replace the batteries?
Graph- 13
Interpretation:
In this graph AMARON company to provide after sale service to the customer. Some company to take
more time to replace the battery 80%. AMARON Company to take within 2 days after that customer
more-preferred. .

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14. How was customer experience in the service of AMARON?
Graph- 14
Interpretation:
In this graph show that the customer experience the key success factor to any business because customer
fully satisfies company service they want buy product again & again. They trust the company product.

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Summer Internship Learning:
I learn that, to the Topic- ‘’Satisfaction Level of Dealers in AMARON two-wheeler Batteries’’ to the
market survey. Mostly customer was preferred those batteries who give once do charge after that
running long time. Some rural area I saw that customer not aware the brand because rural market retail
shop don’t have AMARON battery. Retailer dealing those batteries to give more profit.
Many customers were bought those batteries to less price but more guarantee, free maintenance after
sale service. When, customer bought two-wheeler battery that he compared AMARON battery to other
brand but customer bought those batteries to available fewer amounts.
Example- when, customer buy a battery go to the shop that, he demand two-wheeler batteries. Retail
dealer show the different batteries that AMARON, Exide, Luminous, AMCO, SF Sonic etc. customer
ask that, price, guaranty, how many days running? AMARON price is high to another brand although,
customer buys another brand,
I learn that, Market analysis, how to meet people? How to talk people? How to tell about company
product? How to convenience people for fill the questionnaire? Some dealers not give any response.

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I, compared to AMARON Batteries two-wheeler batteries price to another brand like- Exide, Luminous,
AMCO, Power Zone and Show data given in table & graph-
BRANDNAME 2.5LB 4LB 5LB 7LB 9LB
AMARON 703 804 938 1210 1484
EXIDE 650 785 850 900 1350
LUMINIOUS 500 558 785 1000 1250
AMCO 600 540 800 1050 1270
POWERZONE 570 750 827 1100 1300

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CHAPTER V
CONCLUSION, FINDING
&
LIMITATION

51. 51
Conclusion
In 1985 Amara Raja Batteries India Pvt Ltd. To conclude, the overall market share with regard to
AMARON two-wheeler batteries is pretty average. There is a lot of scope to increase its market share; it
has been only for year since the market. It’s not reached the position to keeping in mind the brand image
of AMARON.
The area where lacks is bringing awareness image of the customer. The company takes action initially to
advertising the product, so create awareness of the customer. AMARON two-wheeler batteries the
company doesn’t tie-up with the Original Equipment Manufacturer (OEM) dealers.
The supply chain of AMARON two-wheeler batteries is different, the company not direct link with retail
market, each area given to franchise. They sell the product directly to the customer, where he gives
lesser price to the retailer.
Most important is that, during my research I found there is lot of shortage of two-wheeler batteries in the
market at present, lot of retailer complaint about time delay in supply the order. I think this is the right
time for new entrant like- AMARON to capture the market they should make their distribution supply
chain effective to reach the future demand of market.

52. 52
Finding
• The first preference of the customer is AMARON batteries.
• Customer awareness regarding AMARON batteries some customer is aware.
• The warranty period of the AMARON batteries is very high compared to other brand.
• The company give should initiate & promotional offers to retailer.
• Free maintenance of the batteries is the most competitive factor of the brand.
• In our survey, we found that most the competitors are not aware to our brands (about two
wheeler batteries).
• Some retailer’s complaints they not satisfy with the lead time.
• According to survey, most of the customer asking for the warranty and few of them asking about
price.
• There is a communication gap between the company and its customer regarding various new
offering and initiative.
• Overall customer awareness level about online services & emergency offered by AMARON in
Two-Wheeler batteries.
Limitation of the study
• Time period for the study is very short.
• Some responds don’t give proper response.
• Study only in Firozabad city.
• Some responds may give wrong data.
• Sample size is only 80.
• The sample area and sample size has been limited due to time constrain.

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CHAPTER VI
REFERENCE

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List of books:
• Kotler, P. (2007). ‘’Marketing Management, Analysis Planning, Implementation and
Control’’. 12th
Edition. Pearson Education.
• Kothari, C.R. (2004). ‘’Research Methodology’’. 2nd
Edition. New Age International
Publication. New Delhi.
• Malhotra, Naresh K. (2009). ‘’Marketing Research: An Applied Orientation’’. 6th
Edition.
Prentice Hall.
List of website:
• www.batteryfaq.org
• www.amaron.in
• www.amaraja.co.in
• www.businessdictionary.in

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CHAPTER VII
APPENDIX

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‘’Satisfaction Level of Dealers in AMARON Two-Wheeler Batteries’’
Questionnaire (Dealer)
Name of the shop:
Owner’s Name:
Address:
Contact No.:
1. Do you know about AMARON Batteries?
a) Yes ( )
b) No ( )
2. Are you dealing with AMARON Two-Wheeler Batteries?
a) Yes ( )
b) No ( )
3. Which brand are you dealing?
a) AMARON ( )
b) Exide ( )
c) SF Sonic ( )
d) AMCO ( )
e) Luminous ( )
f) Others ( )

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4. Which brand do you suggest for customer?
a) AMARON( )
b) Exide ( )
c) SF Sonic ( )
d) AMCO ( )
e) Luminous ( )
f) Others ( )
5 Any customer to demand AMARON batteries?
a) Yes ( )
b) No ( )
6. The first choice of customer is AMARON.
a) Yes ( )
b) No ( )
7. The AMARON distribution of supply chain is good.
a) Yes ( )
b) No ( )
8. According to you which battery brand provides best after-sale service?
a) AMARON ( )
b) Exide ( )
c) Luminous ( )
d) Microtek ( )
e) Sukam ( )
f) Other ( )

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9. Will you recommend AMARON batteries brand to someone else?
a) Yes ( )
b) No ( )
c) Cant’s say ( )
10. Do you have field Technician?
a) Yes ( )
b) No ( )
11. Who bear the cost of Transportation?
a) You ( )
b) Customer ( )
12. Which factor of AMARON batteries to attract the customer?
a) Price of the batteries ( )
b) Warranty period ( )
c) Free maintenance ( )
d) Better provide after sale service ( )
e) All of the above ( )
13. How many times replace the batteries?
a) Within 2 days. ( )
b) Within 5 day. ( )
c) Above 5 days. ( )

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14. How was customer experience in the service of AMARON?
a) Excellent ( )
b) Satisfactory ( )
c) Not good ( )
15. Do you give any feedback about the service of AMARON?
……………………………………………………………………………………..
……………………………………………………………………………………..
…………………………………………….
Thank you for your valuable time!!!