Relationship between Customer Satisfaction and Parameter of Segmentation in Automobile Industries in India

The purpose of this study is to find out if there is a relationship between parameter ofsegmentation and customer satisfaction, in order to find out the current parameter of segmentationin automobile industries In India researcher has gone through several published journal, books,magazines and companies data. The result shows that the most important factor for segmentation ofautomobile industries in India in the segmentation process is done largely on the bases of the producttype or the price range the product fits into. Considering this researcher did pilot study in order tofind out the real parameter of segmentation , the result shows that 13 parameters of segmentation hasmost effect on customer satisfaction ,they are :fuel efficiency, Convenience, After sale service,Durability, Value for Money, Style, Number of seats, Brand Name, Recommended, Previousexperience , Parking(size of vehicle), Advertising (TV, radio, newspaper etc) and Price. Based on thepurpose of this study researcher gone to find out whether there is any relationship between these 13parameter of segmentation and their effect on customer satisfaction, considering this, Sample hasbeen collected from 100 managers and 200 customers of automobile industries in Pune, during themonth of February 2012 to June 2012. The result shows that there is a significant relationshipbetween most of the parameter of segmentation and customer satisfaction, however the test furthershows some of the parameters on the segmentation does not have effective relationship with customersatisfaction. Managerial implications of these findings are briefly discussed.