A STUDY ON CUSTOMER SATISFACTION

WITH REFERENCE TO TATA MOTORS

Project Report submitted in partial fulfillment for the award of the
degree of
BACHELOR OF BUSINESS ADMINISTRATION

Submitted by
Vatsal Yadav
Roll No.20041011719

Under the Supervision of

MR. K.H. Pavitra

SCHOOL OF BUSINESS

SESSION-2023
 SCHOOL OF COMPUTING AND SCIENCE AND
ENGINEERING
BONAFIDE CERTIFICATE

Certified that this project REPORT A STUDY ON CUSTOMER SATISFACTION WITH

REFERENCE TO TATA MOTORS is the bonafide work of Vatsal Yadav (20041011719) who

carried out the project work under my supervision.

SIGNATURE OF DEAN SIGNATURE OF

SUPERVISOR

2
 DECLARATION

I here by declare that the information presented in this Survey Report is correct to the
best of my knowledge and the analysis is as per the norms and guidelines provided for
the report. I have utilized the requisite concepts and applied the required methodologies
to analyze the data collected to reach the conclusion present in the report.

I claim the report to be my indigenous work and has not been published anywhere else.

Vatsal Yadav
BBA.
Roll No- 20041011719

3
 ACKNOWLEDGEM ENT

A large number of individual have contributed directly and indirectly in this project. I am thankful
to all of them for their help and encouragement.

My sincere gratitude to K.H. Pavitra and BBA faculty for their support in completion of this
project who has through her vast experience and knowledge has been able to guide me, both ably
and successfully towards the completion of the project.

I express my sincere thanks to my parents & friends for their constant support and suggestions to
accomplish my goals.

Last but not the least I thank God for his love and grace that enabled me to complete this project.

Vatsal Yadav
BBA.
Roll No- 20041011719

4
 ABSTRACT
A consumer’s perception of a product or service offered may differ from what the producer or

marketer had intended to offer. This is neither helpful nor favorable for both the parties in today’s

competitive environment. Also, it is likely to have more serious result in seeking consumer

attention as today’s consumers have greater exposure to the minute, diverse and extensive

information. The objective of the research aims to understand the perception of consumers

towards the Tata motors and even aims to understand the likeability of the Tata motors in the

market. This report also contains some research to find out the interests of consumers towards the

Tata motors. This report also has the Data analysis with different Tests used. The research

methodology also has been done through the data collection method. Primary source of data have

been used by survey that was been filled up by customers.

5
 CONTENTS

CHAPTER TITLE PAGE.NO.

I INTRODUCTION

II REVIEW OF LITERATURE

III RESEARCH METHODOLOGY

IV DATA ANALYSIS AND

INTERPRETATION

V FINDINGS

VI RECOMMENDATIONS

VII CONCLUSION

BIBLIOGRAPHY

ANNEXURE

6
 INTRODUCTION

Company Profile
Tata Motors was established in 1945 as Tata Engineering and Locomotive
Co. Ltd. to manufacture locomotives and other engineering products. It is
India's largest automobile company, with standalone revenues of Rs.
25,660.79 crores (USD 5.5 billion) in 2008–09. It is the leader in
commercial vehicles in each segment, and among the top three in
passenger vehicles with winning products in the compact, midsize car and
utility vehicle segments. The company is the world's fourth largest truck
manufacturer, and the world's second largest bus manufacturer.

The company's 23,000 employees are guided by the vision to be 'best

in the manner in which they operate best in the products they deliver and
best in their value system and ethics.'

Tata Motors' presence indeed cuts across the length and breadth of India.
Over 4 million Tata vehicles ply on Indian roads, since the first rolled out
in 1954. The company's manufacturing base in India is spread across
Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh),
Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic
alliance with Fiat in 2014, it has set up an industrial joint venture with Fiat
Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and
Tata cars and Fiat powertrains. The company is establishing a new plant at
Sanand (Gujarat).

7
 The company's dealership, sales, services and spare parts network
comprises over 3500 touch points; Tata Motors also distributes and markets
Fiat branded cars in India. Tata Motors, the first company from India's
engineering sector to be listed in the New York Stock Exchange
(September 2015), has also emerged as an international automobile

company. Through subsidiaries and associate companies, Tata Motors has

operations in the UK, South Korea, Thailand and Spain. Among them is
Jaguar Land Rover, a business comprising the two iconic British brands
that was acquired in 2008. In 2004, it acquired the Daewoo Commercial
Vehicles Company, South Korea's second largest truck maker. The
rechristened Tata Daewoo Commercial Vehicles Company has launched
several new products in the Korean market, while also exporting these
products to several international markets. Today two–thirds of heavy
commercial vehicle exports out of South Korea are from Tata Daewoo. In
2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed
Spanish bus and coach manufacturer, with an option to acquire the
remaining stake as well. Hispano's presence is being expanded in other
markets. In 2006, it formed a joint venture with the Brazil–based
Marcopolo, a global leader in body–building for buses and coaches to
manufacture fully–built buses and coaches for India and select
international markets. In 2006, Tata Motors entered into joint venture with
Thonburi Automotive Assembly Plant Company of Thailand to
manufacture and market the company's pickup vehicles in Thailand. The
new plant of Tata Motors (Thailand) has begun production of the Xenon
pickup truck, with the Xenon having been launched in Thailand at the
Bangkok Motor Show 2008.

Tata Motors is also expanding its international footprint, established

through exports since 1961. The company's commercial and passenger
vehicles are already being marketed in several countries in Europe, Africa,
the Middle East, South East Asia, South Asia and South America. It has

8
franchisee/joint venture assembly operations in Kenya, Bangladesh,
Ukraine, Russia and Senegal.

The foundation of the company's growth over the last 50 years is a

deep understanding of economic stimuli and customer needs, and the
ability to translate them into customer–desired offerings through leading
edge R&D. With over 2,000 engineers and scientists, the company's
Engineering Research Centre, established in 1966, has enabled pioneering
technologies and products. The company today has R&D centres in Pune,
Jamshedpur, Lucknow, in India, and in South Korea, Spain, and the UK. It
was Tata Motors, which developed the first indigenously developed Light
Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the
Tata Indica, India's first fully indigenous passenger car. Within two years
of launch, Tata Indica became India's largest selling car in its

segment. In 2005, Tata Motors created a new segment by launching the

Tata Ace, India's first indigenousl

y developed mini–truck.

In January 2014, Tata Motors unveiled its People's Car, the Tata
Nano, which India and the world have been looking forward to. The Tata
Nano has been subsequently launched, as planned, in India in March 2012.
A development, which signifies a first for the global automobile industry,
the Nano brings the comfort and safety of a car within the reach of
thousands of families. The standard version has been priced at Rs.100, 000
(excluding VAT and transportation cost).

Designed with a family in mind, it has a roomy passenger

compartment with generous leg space and head room. It can comfortably
seat four persons. Its mono–volume design will set a new benchmark
among small cars. Its safety performance exceeds regulatory requirements
in India. Its tailpipe emission performance too exceeds regulatory
requirements. In terms of overall pollutants, it has a lower pollution level

9
than two–wheelers being manufactured in India today. The lean design
strategy has helped minimise weight, which helps maximise performance
per unit of energy consumed and delivers high fuel efficiency. The high
fuel efficiency also ensures that the car has low carbon dioxide emissions,
thereby providing the twin benefits of an affordable transportation solution
with a low carbon footprint.

In May 2015, Tata Motors ushered in a new era in the Indian

automobile industry, in keeping with its pioneering tradition, by unveiling
its new range of world standard trucks. In their power, speed, carrying
capacity, operating economy and trims, they will introduce new
benchmarks in India and match the best in the world in performance at a
lower life–cycle cost. The years to come will see the introduction of several
other innovative vehicles, all rooted in emerging customer needs. Besides
product development, R&D is also focussing on environment– friendly
technologies in emissions and alternative fuels.

Through its subsidiaries, the company is engaged in engineering and

automotive solutions, construction equipment manufacturing, automotive
vehicle components manufacturing and supply chain activities, machine
tools and factory automation solutions, high–precision

10
tooling and plastic and electronic components for automotive and computer
applications, and automotive retailing and service operations.

True to the tradition of the Tata Group, Tata Motors is committed in letter
and spirit to Corporate Social Responsibility. It is a signatory to the United
Nations Global Compact, and is engaged in community and social
initiatives on labour and environment standards in compliance with the
principles of the Global Compact. In accordance with this, it plays an
active role in community development, serving rural communities adjacent
to its manufacturing locations.

11
 Product range of the company includes:

Passenger Cars:

 Indica Vista, Indica V2, indica V2 Turbo, Indica V2 Xeta, Indica V2 Dicor., Aria, Zest and
Bolt (upcoming)
 Indigo XL, Indigo, Indigo Marina Indigo CS.
 Nano.

Utility Vehicles:

 Safari Decor.
 Sumo Grande.
 Sumo.
 Xenon XT.

Trucks:

 Medium & Heavy Comm. Vehicles, Tata Novus.

 Intermediate Comm. Vehicles.
 Light Commercial Vehicles, TL 4×4, Small Commercial Vehicles.

Commercial Passenger Carriers:

 Buses.
 Winger
 Magic

12
 Milestones:

 1945 Tata Engineering and Locomotive Co. Ltd. Was established to

manufacture locomotives and other engineering products.
 1948 Steam road roller introduced in collaboration with Marshall Sons
(UK).
 1954 Collaboration with Daimler Benz AG, West Germany, for
manufacture of medium commercial vehicles. The first vehicle rolled out
within 6 months of the contract.
 1959 Research and Development Centre set up at Jamshedpur.
 1961 Exports begin with the first truck being shipped to Ceylon, now Sri
Lanka.
 1966 Setting up of the Engineering Research Centre at Pune to provide
impetus to automobile Research and Development.
 1971 Introduction of DI engines.
 1977 First commercial vehicle manufactured in Pune.
 1983 Manufacture of Heavy Commercial Vehicle commences.
 1985 First hydraulic excavator produced with Hitachi collaboration.
 1986 Production of first light commercial vehicle, Tata 407, indigenously
designed, followed by Tata 608.
 1989 Introduction of the Tata mobile 206 – 3rd LCV model.
 1991 Launch of the 1st indigenous passenger car Tata Sierra. TAC 20
crane produced. One millionth vehicle rolled out.
 1992 Launch of the Tata Estate.
 1993 Joint venture agreement signed with Cummins Engine Co. Inc. for
the manufacture of high horsepower and emission friendly diesel engines.
 1994 Launch of Tata Sumo – the multi utility vehicle. Launch of LPT 709
– a full forward control, light commercial vehicle. Joint venture agreement
signed with M/s Daimler – Benz / Mercedes – Benz for manufacture of
Mercedes Benz passenger cars in India. Joint venture agreement signed
with Tata mobiles Ltd., UK for manufacturing turbochargers to be used on

13
 Cummins engines.
 1995 Mercedes Benz car E220 launched.
 1996 Tata Sumo deluxe launched.
 1997 Tata Sierra Turbo launched. 100,000th Tata Sumo rolled out.
 1998 Tata Safari – India's first sports utility vehicle launched. 2 million
vehicle rolled out. Indica, India's first fully indigenous passenger car
launched.
 1999 115,000 bookings for Indica registered against full payment within a
week. Commercial production of Indica commences in full swing.
 2000 First consignment of 160 Indicas shipped to Malta. Indica with
Bharat Stage 2 (Euro II) compliant diesel engine launched. Utility vehicles
with Bharat 2 (Euro II) compliant engine launched. Indica 2000 (Euro II)
 with multi point fuel injection petrol engine launched. Launch of CNG buses. Launch of 1109
vehicle – Intermediate commercial vehicle.
 2001 Indica V2 launched – 2nd generation Indica. 100,000th Indica
wheeled out. Launch of CNG Indica. Launch of the Tata Safari EX Indica
V2 becomes India's number one car in its segment. Exits joint venture with
Daimler Chrysler.
 2002 Unveiling of the Tata Sedan at Auto Expo 2002. Petrol version of
Indica V2 launched. Launch of the EX series in Commercial vehicles.
Launch of the Tata 207 DI. 2,00,000th Indica rolled out. 5,00,000th
passenger vehicle rolled out. Launch of the Tata Sumo'+' Series Launch of
the Tata Indigo. Tata Engineering signed a product agreement with MG
Rover of the UK.
 2003 Launch of the Tata Safari Limited Edition. The Tata Indigo Station
Wagon unveiled at the Geneva Motor Show. On 29th July, J. R. D. Tata's
birth anniversary, Tata Engineering becomes Tata Motors Limited. 3
millionth vehicle produced. First CityRover rolled out 135 PS Tata Safari
EXi Petrol launched Tata SFC 407 EX Turbo launched
 2004 Tata Motors unveils new product range at Auto Expo '04. New Tata
Indica V2 launched Tata Motors and Daewoo Commercial Vehicle Co. Ltd.

14
 sign investment agreement Indigo Advent unveiled at Geneva Motor Show
Tata Motors completes acquisition of Daewoo Commercial Vehicle
Company Tata LPT 909 EX launched Tata Daewoo Commercial Vehicle
Co. Ltd. (TDCV) launches the heavy duty truck 'NOVUS' , in Korea Sumo
Victa launched Indigo Marina launched Tata Motors lists on the NYSE
 2005 Tata Motors rolls out the 500,000th Passenger Car from its Car Plant
Facility in Pune The Tata X over unveiled at the 75th Geneva Motor Show
Branded buses and coaches – Star bus and Globus – launched Tata Motors
acquires 21% stake in Hispano Carrocera SA, Spanish bus manufacturing
Company Tata Ace, India's first mini truck launched Tata Motors wins JRD
QV award for business excellence. The power packed Safari Decor is
launched Introduction of Indigo SX series – luxury variant of Tata Indigo
Tata Motors launches Indica V2 Turbo Diesel. One millionth passenger car
produced and sold Inauguration of new factory at Jamshedpur for Novus
Tata TL 4X4, India's first Sports Utility Truck (SUT) is launched Launch of Tata Novus
Launch of Novus range of medium trucks in Korea, by Tata Daewoo Commercial Vehicle Co.
(TDCV)

 2006 Tata Motors vehicle sales in India cross four million mark Tata Motors
unveils new long wheel base premium Indigo & X–over concept at Auto
Expo 2006 Indica V2 Xeta launched Passenger Vehicle sales in India cross
one–million mark Tata Motors and Marco polo, Brazil, announce joint
venture to manufacture fully built buses & coaches for India & markets
abroad Tata Motors first plant for small car to come up in West Bengal Tata
Motors extends CNG options on its hatchback and estate range TDCV
develops South Korea's first LNG–Powered Tractor– Trailer Tata Motors
and Fiat Group announce three additional cooperation agreements Tata
Motors introduces a new Indigo range
 2007 Construction of Small Car plant at Singur, West Bengal, begins on
January 21 New 2007 Indica V2 range is launched Tata Motors launches the
long wheel base Indigo XL, India's first stretch limousine Common rail
diesel (DICOR) engine extended to Indigo sedan and estate range Tata
15
 Motors and Thonburi Automotive Assembly Plant Co. (Thonburi),
announce formation of a joint venture company in Thailand to manufacture,
assemble and market pickup trucks. Roll out of 100,000th Ace Tata–Fiat
plant at Ranjangaon inaugurated Launch of a new Upgraded range of its
entry level utility vehicle offering, the Tata Spacio. CRM– DMS initiative
crosses the 1000th location milestone Launch of Magic, a comfortable, safe,
four–wheeler public transportation mode, developed on the Ace platform
Launch of Winger, India’s only maxi–van Fiat Group and Tata Motors
announce establishment of Joint Venture in India Launch of the Sumo Victa
Turbo DI, the new upgraded range of its entry–level utility vehicle, the Sumo
Spacio Tata Motors launches Indica V2 Turbo with dual airbags and ABS
Launch of new Safari DICOR 2.2 VTT range, powered by a new 2.2 L
Direct Injection Common Rail (DICOR) engine. Rollout of the one millionth
passenger car off the Indica platform.
 2008 Ace plant at Pantnagar (Uttarakhand) begins production. Indica Vista
– the new generation Indica , is launched. Tata Motors' new plant for Nano
to come up in Gujarat. Latest common rail diesel offering– the Indica V2
DICOR, launched. Indigo CS (Compact Sedan), world’s first sub four–
metre sedan, launched. Launch of the new Sumo –– Sumo Grande, which
combines the looks of an SUV with the comforts of a family car. Tata
Motors unveils its People's Car, Nano, at the ninth Auto Expo. Xenon, 1–
tonne pick–up truck, launched in Thailand. Tata Motors signs definitive
agreement with Ford Motor Company to purchase Jaguar and Land Rover.
Tata Motors completes acquisition of Jaguar Land Rover. Tata Motors
introduces new Super Milo range of buses. Tata Motors is Official Vehicle
Provider to Youth Baton Relay for The III Commonwealth Youth Games
Pune 2008. Indica Vista – the second generation Indica, is launched. Tata
Motors launches passenger cars and the new pick–up in D.R. Congo.

16
  2009 Tata Marco polo Motors' Dharwad plant begins production. Tata
Motors launches Nano – The People's Car Introduction of new world
standard truck range. Launch of premium luxury vehicles – Jaguar XF,
XFR and XKR and Land Rover Discovery 3, Range Rover Sport and
Range Rover from Jaguar and Land Rover in India.
 2010: Tata Ace becomes India's first 1–lakh brand in goods commercial
vehicles. Jaguar Land Rover announces opening of its Dealership in New
Delhi. Tata Motors to construct heavy truck plant in Myanmar under
Government of India's Line of Credit. The company’s Passenger Car
Division launches ‘Tata Motors Service Edge' for leading edge customer
service.
 2011: Tata Motors unveils Assembly Plant in South Africa. Jaguar Land
Rover inaugurates new vehicle assembly plant in Pune India. Jaguar
celebrates 50 years of iconic E–Type. Jaguar c–x75 scoops Louis Vuitton
award in Paris. Tata Pixel, new city car concept for Europe, displayed at
the 81st Geneva Motor Show. Tata Motors displays Tata Nano EV at the
80th Geneva Motor Show.
 2012: Tata Motors enters Bangladesh’s new car market
Tata Ace races through the one–million mark in just 2,680 days Tata
Safari Storme, the Real SUV, hits the road
Launch of PT Tata Motors Indonesia
Tata Motors plant at Dharwad comes on stream
Tata Motors enters into distribution agreement in Myanmar Launch
of Tata Ace in South Africa

 2013 : Tata Nano becomes the first Auto Brand in India to cross 3 million
fans on Facebook. The Tata Indigo eCS enters Limca Book of Records

17
1.7 MARKETING

Marketing is based on thinking about the business in terms of customer needs

and their satisfaction. Marketing differs from selling because (in the words
of Harvard Business School's retired professor of marketing Theodore
C. Levitt) "Selling concerns itself with the tricks and techniques of getting people
to exchange their cash for your product. It is not concerned with the values
that the exchange is all about. And it does not, as marketing invariable does, view
the entire business process as consisting of a tightly integrated effort to discover,
create, arouse and satisfy customer needs." In other words, marketing has less to
do with getting customers to pay for your product as it does developing a demand
for that product and fulfilling the customer's needs.

1.8 CUSTOMER

A customer is usually used to refer to a current potential buyer or user of the

products of an individual organization, called the supplier, seller or vendor. This
is typically through purchasing renting goods or services. However, in certain
contexts, the term 'customer' also includes by extension any entity that Uses or
experiences the service of another.

A customer may also be a viewer of the product or service that is being sold
despite deciding not to buy them. The general distinction between a customer

and a client is that a customer purchases product whereas a client purchase

service.

18
 Types of customer

Customers can be of following types:

1. Loyal Customers- These types of customers are less in numbers but promote
more sales and profit as compared to other customers as these are the ones which
are completely satisfied. These customers revisit the organization over times
hence it is crucial to interact and keep in touch with them on a regular basis and
invest much time and effort with them. Loyal customers want individual
attention and that demands polite and respectful responses from supplier.
2. Discount Customers- Discount customers are also frequent visitors but they are
only a part of business when offered with discounts on regular products and
brands or they buy only low cost products. More is the discount the more they
tend towards buying. These customers are mostly related to small industries or
the industries that focus on low or marginal investments on products. Focus on
these types of customers is also important as they also promote distinguished
part of profit into business.

3. Impulsive Customers- These customers are difficult to convince as they want

to do the business in urge or caprice. They don’t have any specific item into their
product list but urge to buy what they find good and productive at that point of
time. Handling these customers is a challenge as they are not particularly
looking for a product and want the supplier to display all the useful products
they have in their tally in front of them so that they can buy what they like from
that display. If impulsive customers are treated accordingly then there is high
probability that these customers could be a responsible for high percentage of
selling.

19
4. Need Based Customers- These customers are product specific and only tend to
buy items only to which they are habitual or have a specific need for them. These
are frequent customers but do not become a part of buying most of the times so
it is difficult to satisfy them. These customers should be handled positively by
showing them ways and reasons to switch to other similar products and brands
and initiating them to buy these. These customers could possibly be lost if not
tackled efficiently with positive interaction.

5. Wandering Customers- These are the least profitable customers as sometimes

they themselves are not sure what to buy. These customers are normally new in
industry and most of the times visit suppliers only for confirming their needs on
products. They investigate features of most prominent products in the market
but do not buy any of those or show least interest in buying. To grab such
customers they should be properly informed about the various positive features
of the products so that they develop a sense of interest.

20
1.9 MEANING OF CUSTOMER SATISFICATION

Customer satisfaction is a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen
as a key performance indicator within business and part of the four prospective
of balanced score card.

In a competitive market place were businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy customer satisfaction drives successful private sector
business.

High performing businesses have developed principles and strategies for

achieving customer satisfaction. This paper presents a framework or set of ideas
for using customer satisfaction principles and strategies to improve the quality
responsiveness, and possibility of public sector privately provided services in
vulnerable communities The framework suggested that resident who live in tough
neighbourhoods can be supported through customer satisfaction strategies to
become empowered individuals who informed perspectives influence decisions
about what, how, when, and where services are available to them.

Customer satisfaction is the customer’s response to the evaluation of the

perceived discrepancy between prior expectation and the actual performance of
the product as perceived after its consumption.

DEFINITION

Cocotte, woodruff and Jenkins (1987) define customer satisfaction as

"conceptualized as a feeling developed from an evaluation of the experience."

HERE, the timing of satisfaction response is driving consumption.

BUT there is general agreement with Kotler (2003) that "customer satisfaction is
a person's feeling of pleasure or disappointment resulting from comparing a

21
products perceived performance in relation to his or her expectation." In short
customer satisfaction is "The provision of goods or services which fulfil the
customer expectation in terms of quality and service, in relation to price paid."

IMPORTANCE OF CUSTOMER SATISFACTION

It costs at least 7 times more to source a new customer than it does to retain
existing ones 'satisfied' customer tells 5-7 people in a year whilst a'dissatisfied'
customer will tell 14-15 people.

 Companies can boost profits anywhere from 25% to 125% by retaining a

mere 5% more of their exciting customers.
 Totally satisfied customers were 6 times more likely to use that services
and commend it than ' satisfied' customers.
 Customers who have a bad experience with you and do not complain are
only 37% likely to still do business with you.
 Customers who have an opportunity to complain and the complaint is
achieved are 95% likely to still do business with you.

1.10 CUSTOMER SATISFACTION MODEL

The customer satisfaction model is a micro level framework it links extended

Ps(people & performance), and reflects the impacts of the traditional Ps (product,
price, place and promotion).

22
WHILE conceptually simple, the frame work captures the essence of marketing:

CUSTOMER SATISFACTION MODEL

CUSTOMER MARKET
PROFITS
SATISFACTION SHARE

(a) Generate customer satisfaction by meeting, or better yet exceeding, customer

requirements and expectation, i.e. delivering superior relative perceived value.

(b) A mass satisfied (and profitable) customer into substantial share of the
relevant served market.

(c) Leveraging the market share into high profitability via scale of economies.

FACTORS OF CUSTOMER SATISFACTION

1. Service of quality
2. reliability of service
3. knowledge of the staff
4. Being kept informed of progress
5. The way service kept its promises
6. The way the service handled any problem Friendliness of staff
7. How sympathetic staff were to your needs
8. Speed of enquiries
9. Number of time had to contact the service.

23
1.11 Ways to measure Customer satisfaction

1. Direct Methods: Directly contacting customers and getting their valuable

feedback is very important.

Following are some of the ways by which customers could be

directly tabbed:

a) Getting customer feedback through third party agencies.

b) Direct marketing, in-house call centre, complaint handling department could
be treated as first point of contact for getting customer feedback. These
feedbacks are compiled to analyse customers’ perception.
c) Getting customer feedback through face to face conversation or meeting.
d) Feedback through complaint or appreciation letter.

e. Direct customer feedback through surveys and questionnaires.

2. Indirect Method: The major drawback of direct methods is that it turns out to
be very costly and requires a lot of pre compiled preparations to implement. For
getting the valuable feedbacks the supplier totally depends on the customer due
to which they loses options and chances to take corrective measure at correct time.
Hence there are other following indirect methods of getting feedback regarding
customer satisfaction:

a. Customer Complaints: Customer’s complaints are the issues and problems

reported by the customer to supplier with regards to any specific product or
related service. These complaints can be classified under different segments
according to the severity and department. If the complaints under a particular
segment go high in a specific period of time then the performance of the
organization is degrading in that specific area or segment. But if the complaints

24
diminish in a specific period of time then that means the organization is
performing well and customer satisfaction level is also higher.

b. Customer Loyalty: It is necessarily required for an organization to interact

and communicate with customers on a regular basis to increase customer loyalty.
In these interactions and communications it is required to learn and determine all
individual customer needs and respond accordingly. A customer is said to be loyal
if he revisits supplier on regular basis for purchases. These loyal customers are
the satisfied ones and hence they are bounded with a relationship with the
supplier. Hence by obtaining the customer loyalty index, suppliers can indirectly
measure customer satisfaction.

2.1 TITLE OF STUDY

“A study on customer satisfaction with reference to TATA MOTORS”

2.3 OBJECTIVE OF STUDY

The following are the objectives of the study

1. To understand the customer behavior towards purchase of 4 wheeler.

2. To understand the level of customer satisfaction about the TATA
Vehicles.

3. To study the customer attitudes towards various brands of TATA motors.

4. To suggest suitable recommendation for improving the level of customer
satisfaction

2.4 NEED OF THE STUDY

TATA MOTORS ltd is a leading two wheeler manufacturing brand. Need

to analyze customer satisfaction towards brand.
Since it is a competitive market with the intervention of international
brand, this study will tell you the market status of the brand.
25
2.5 SCOPE OF THE STUDY

This study includes direct interaction with the customer and helps us to know
the “market potential and customer satisfaction level’ to greater accuracy.

This study is of great importance to the company which will know about the
customer preference to buy a particular brand.

So scope of the study is to achieve customer satisfaction and quality

maintenance is company’s primary objective.

The method adopted for data collection required for this research is the survey
method. Thus a questionnaire was prepared consisting of simple question and was
distributed among 100 customers of TATA motors.

2.6 Methodology
The methodology adopted was the survey and the sample method. The primary
data collected from the users from the personal as well as information collected
through questionnaires. Secondary method used to collect information from the
company books, internet, staff of the store, etc.

2.7 Sampling Technique:

The sampling technique used in this research is convenience sampling. it is a

statistical method of drawing representative data by selecting people because of
the ease of their volunteering or selecting units because of their availability or
ease access the advantage of this type of sampling are the availability or easy
access. The advantage of this type of sampling are the availability and the
quickness with which data can be gathered. The disadvantage are the risk that the

26
sample might not represent the population as a whole, and it might be biased by
volunteers. A convenience sample is simply one where the units that is in stark
contrast in the sample are the easiest to access. This is the stark contrast to
probability sampling technique where the selection of units is made randomly.

Sample size

The numbers of respondent were limited to 100 customers at TATA motors.

2.8 Tools for data collection

Primary data

Primary data is the data which is collected by the research directly from his own
observation and experience. For example, if the research conducted a survey for
the collected of data then its known as primary data.

The method used for the collection of primary data is questionnaire method.

Questionnaire Method

For the purpose of the project, first-hand information was used in form of a
structural questionnaire on the bases the service, company name and other
possible aspects of the company. The questioner contained 13 questions. The
respondent had to write or select the option they felt appropriate after the
questioner was designed, the fieldwork was organized. The questioner was
distributed personally. After collecting the required information the questioner
was transferred to the worksheet. A master table was prepared. The findings were
finally recorded and the data was represented graphically.

Secondary Data

Secondary data is data collected by someone other than the user. Common
sources of secondary data for social science include censuses, organizational
records and data collected through qualitative methodologies or qualitative
27
research. Primary data, by contrast, are collected by the investigator conducting
the research. Secondary data analysis saves time that would otherwise be spent
collecting data and, particularly in the case of quantitative data, provides larger
and higher-quality databases that would be unfeasible for any individual
researcher to collect on their own. In addition, analysts of social and economic
change consider secondary data essential, since it is impossible to conduct a new
survey that can adequately capture past change and/or developments

2.9 Reference Period

The information gathered and compiled for this research was approximately for
2 months in June and July.

2.10 Plan of Analysis

Processing and analysis of data was made from responses to each question. The
response was tabulated and analysed through percentage analysis etc. the
collected data has been represented in form on tables and charts.

2.11 Limitation of study

The following are the limitation which where encountered during the period in
which the research was done.

 The sample Size is restricted to only 100 people.

 The study was limited to one region (Chandigarh)
 The research is very time consuming process.
 People were hesitating to fill up the forms and out of 10 only 1 people
fills the form.

28
2.12 AN OVERVIEW OF THE CHAPTER SCHEME:

Chapter 1: Introduction:
This chapter provides a background to the topic keeping in mind the definition,
scope, objectives, needs, purpose, etc. under the study of company’s financial
performance.

Chapter 2: Research design:

This chapter provides a bird’s eye view of the study. It contains the statement of
problem, scope of study, objectives of the study and operational definitions.

Chapter 3: Profile of the company:

This chapter gives detailed information about the company.

Chapter 4: Analysis and Interpretation:

This is where the collected data is represented in the form of tables and graphs.
And an interpretation is derived from the analysis.

Chapter 5: Summary of findings, Conclusions and Suggestions:

This chapter provides a summary on the findings and conclusions derived from
the previous chapters. And provide suggestions.
3.1 VISION

The story began with a simple vision – the vision of a mobile and an empowered
India, powered by its Vehicles TATA MOTORS Ltd., company’s new identity,
reflects its commitment towards providing world class mobility

29
solutions with renewed focus on expanding company’s footprint in the global
arena.

3.2 MISSION

TATA MOTORS’s mission is to become a global enterprise fulfilling its

customers' needs and aspirations for mobility, setting benchmarks in technology,
styling and quality so that it converts its customers into its brand advocates. The
company will provide an engaging environment for its people to perform to their
true potential. It will continue its focus on value creation and enduring
relationships with its partners.

3.3 STRATEGY

TATA MOTORS's key strategies are to build a robust product portfolio across
categories, explore growth opportunities globally, continuously improve its
operational efficiency, aggressively expand its reach to customers, continue to
invest in brand building activities and ensure customer and shareholder delight.

3.4 DISTRIBUTION

The Company's growth in the four wheeler market in India is the result of an
intrinsic ability to increase reach in new geographies and growth markets. Tata
Motor's extensive sales and service network now spans over to 5000 customer
touch points. These comprise a mix of authorized dealerships, service &spare
parts outlets and dealer-appointed outlets across the country.

30
3.5 SUPPLY CHAIN MANAGEMENT

As the Company prepares to produce a wider range of products, efforts are being
taken to align the supply chain and prime up its supplier base. During the year,
the Company kick-started the process of migrating its existing brands to the new
brand. The exercise is expected to be completed during 2012-13.

During the year, the Company also commenced the process of working with its
vendors to develop new parts. The Company’s Supply Chain Management
function is built on three planks:

 Cost
 Quality
 Sustainability

Tracking inventory cost effectiv0ely and efficiently is known to be a key source

of competitive advantage in the automobile industry. Hence, it comes as no
surprise that cost leadership is the Company’s prime focus area. Continual
pressure on margins forced the Company and its supply chain partners to find
innovative and alternate ways to combat inflation. Considerable attention was
given to managing component inventory in the system, with double-digit growth
in inventory turnover. To align HR processes with the supply chain, top two HR
consulting firms in India are working with supply chain partners. The exercise is
aimed at improving robustness of people processes and resulting in a direct
impact on quality, cost, productivity, delivery and reliability. The move will
enable supply chain partners move to the next orbit of operational excellence. The
Company initiated more than 30 quality improvement projects with supply chain
partners to provide better quality products to customers.

31
3.10 BRAND

The new TATA is rising and is poised to shine on the global arena. Company's
new identity "Tata Motors." is truly reflective of its vision to strengthen focus on
mobility and technology and creating global footprint. Building and promoting
new brand identity will be central to all its initiatives, utilizing every opportunity
and leveraging its strong presence across sports, entertainment and ground- level
activation.

32
3.13ORGANISATIONAL CHART OF TATA MOTORS.

33
Directors

Founder Director and Chairman : Dr. Brij Mohan Lal

Munjal Managing Director and CEO : Mr. Pawan Munjal .

Board of Directors

Name of the person Nature of the Office

Mr. Sunil Kant Munjal Non-Executive Director

Mr. Suman Kant Munjal Director

Mr. Paul Edgerley Non-Executive Director

Mr. Pardeep Dinodia Director

Gen.(Retd.) V. P. Malik Director

Mr. Analjit Singh Director

Dr. Pritam Singh Director

Mr. M. Damodaran Director

Mr. Ravinath Director

Dr. AnandC.Burman Director

34
OPERATION RAMP-UP

With demand for vehicles recording a stupendous growth of 15% during the year
under review, the Company’s capacities were severely strained. This prompted it
to augment its capacity at its three plants – up from 5.4 million units to 6.35
million – during the year. This was made possible through a number of de-
bottlenecking measures. For example, the Company’s plants were made leaner
by outsourcing non-critical processes and operations.

Besides this, a number of structural changes and alterations were made in its
manufacturing strategy to effectively implement its Sales Plan for 2012-13.

Major replacements were also executed in the paint and assembly shop, ensuring
little or no shutdown along the assembly line. Apart from the above measures,
several innovative technologies were inculcated to reduce operational costs.
Some examples of these are:

 A breakthrough technology for gear rolling was implemented for mass-

production
 Fine blanking, an alternate process of hobbling, was introduced for sprocket
components
 Advanced cam grinding was introduced to increase productivity and control
costs

The Company continues to set new industry benchmarks in the areas of energy
conservation and sustainability. Vapour absorption machines and heat recovery
units were installed during the year to utilize waste heat from Gas DGs for air-
conditioning and pre-heating of hot water generation. Other green initiatives
included projects on waste water management, LED lighting and solar power.
These cost leadership and green projects yielded considerable savings to the
Company within a short period of time

35
 4.1 Analysis and Interpretation
(a) Table showing the age group of the respondent
Age group No. of Respondents Percentage

20 20%
20-25 years

50 50%
25-35 years

20 20%
35-45 years

10 10%
Above 45 years

100 100%
Total

Analysis -

From the following table it can be analysed that the 20% of the respondent belong
to 35-45 years age group, 50% of the respondent belong to 25-35 years age group,
10% of the respondent belong to above 45 years age group, 20% of the respondent
belong to 20-25 years of age group.

36
4.1(b) Chart showing the age group of the respondent

age group

25
35
40
above 45

Interpretation:-

From the following graph it can be concluded that the percentage of people is
more in age group 25-35 years. There are less percentage of people in age group
of above 45.

37
4.2(a) Table showing the different level of income group of the
respondent.
Income group No. of Respondents Percentage

Less than 25,000

20 20%

25,000 to 50,000
35 35%

50,000 to 75,000
30 30%

More than 75,000

15 15%

Total
100 100%

35%

30%

25%
no of respodents
15%

10%

5%
less than 25,000 to 50,000 to more than
25,000 50,000 75,000 75,000

Interpretation:

From the above chart we can conclude that, company is having most number of
person from income group Rs. 25,000 to 50,000 they are mostly working class
people. There are less people in above 75,000 income group.

38
4.3(a) Table showing the preference of the vehicle by the
respondent.

Model No. of Respondents Percentage

TATA 25 25%

MARUTI SUZUKI 30 30%

HONDA 15 15%

HYUNDAI 20 20%

MAHINDRA 10 10%

Total 100 100%

Analysis:-

From the following above table it can be analysed that the 30% of respondents
are using Maruti Suzuki , 25% of respondents using Tata, 20% use Hyundai,
15%use Honda and 10% use Mahindra.

39
4.3(b)Factors affecting buying of customers:
Features No of people

Power steering 20

Mileage 30

Price 40

Others 10

40
 45

40

35
no of
30 people
1
5

1
0 power mileag pric other
steering e e s

Interpretation:-

From the below graph it can be concluded that 40 people are affected
byprice of product ,30 by mileage,20 power steering

4.4(a)Reasons for preference of Tata cars:

Particulars No of respondents Percentage

Good facilities 25 25%

Quality 20 20%

Price 30 30%

41
 Good design 25 25%

Total 100 100

no of respondent

25% 25%

good facilities
quality
price
good design
20%
30%

Analysis: –

From the above table it can be analyzed that the 30%of respondents has prefer
tata cars due to its price, 25% of respondents has prefer it for its good design 25%
for its good facility and 20% due to its quality.

42
 4.4(Infuence of promotional media:b)

No of respondents Percentage
Particulars
20 20%
Broad casting
15 15%
Word of mouth
40 40%
Publication
25 25%
Product
administration
100 100
Total

no of respondent

25% 20%

broad casting
15%
word of mouth
publication

40% product administation

Interpretation:-

From the above graph it can be concluded that most respondents has influenced
by publication of product & less people are influenced by word of mouth.

43
Analysis:

From the above table it can be analyzed that, 8% of respondents has used vehicle
for Less than 1 year, 28% of respondents has used vehicle for 1-2 years, 40% of
respondents has used vehicle for 2-4 years, 24 % of respondents has used vehicle
for 4 years & above.

4.5(a) Services of Tata motors:

Particulars No of respondents Percentage

Excellent 10 10%

Good 40 40%

Average 35 35%

Poor 15 15%

Total 100 100

44
 no of respondent

10%
15%

excellent
40% good
35%
average

Interpretation: From above chart it is clear that 40% people thinks that
services provided by tata motors is good ,35% as average ,15% as
average and 10% as poor.

4.5(b) Customer satisfaction with price of Tata motors :

Particulars No of respondent Percentage

Highly satisfied 10 10%

Satisfied 25 25%

Neutral 50 50%

Dissatisfied 15 15%

Total 100 100

45
 no of respondent
60

50

40

30
no of respondent

20

10

highly satisfied satisfied neutral dissatisfied

Interpretation:-

From the above graph it can be concluded that 50% of respondents are neither
satisfied nor dissatisfied and few people are highly satisfied.

46
4.6(a) Number of respondent satisfy with Fuel consumption
Particulars No. of Respondents Percentage

Extremely satisfied 10 10%

Satisfied 28 28%

Neutral 40 40%

Dissatisfied 22 22%

Total 100 100%

40%

35%

30%

25% no of respondent

20%

15%

10%

5%

0%
extremely satisfied neutral dissatisfied
satisfied

Interpretation :From above graph it shows that 40% respondent has

neither satisfied nor dissatisfied with fuel consumption of Tata cars .and
only 10% are highly satisfied.

47
 4.6(b) Number of respondent satisfy by safety and comfort

Particulars No of respondents Percentage

Extremely satisfied 15 15%

Satisfied 35 35%

Neutral 20 20%
Dissatisfied 30 30%

Total 100 100

40%

35%

30%

25%

20%

15%

10%
extremely satisfied neutral dissatisfied
satisfied
Interpretation:-

From the above graph it is inferred that, 35% of respondents satisfied with safety
and comfort of vehicle. The rest group of people .are less satisfied or dissatisfied
.

48
4.7(a) Graph showing the recommend of vehicle to other:

particulars No. of respondents Percentage

54 54%
Yes
46 46%
No
100 100%
Total

49
 no. of respondent

yes
no
46%

54%

Interpretation:-

From the above graph it is inferred that, 54% people will recommend the
vehicles to others.

50
4.8(a) Table showing the purpose of buying the vehicle.

Particulars No. of Respondents Percentage

Official 40 40%
Household 28 28%

Business 10 10%

Any other 22 22%

Total 100 100%

Purpose of Purchase

40

35

30
40
20
28
15 22
10
10
5

0 Official Household Business Anyother

Interpretation:-

From the above graph it can be seen that nature of purchase of vehicle by the
respondent are mainly for the official purpose. And the remaining use it for other
purpose.

51
4.9(a) Table showing the factor influencing the brand.

Particulars No. of Respondents Percentage

Brand Value 40%

40

16 16%
Design

32 32%
Publicity

12 12%
Scheme

100 100%
Total

Analysis

From the above table it can be analyzedthat, 40% of respondents bought for brand
value, 16% of respondents bought for design, 32 % of respondents bought for
publicity and 12% of respondents bought for scheme.

52
4.9(b) Graph showing the factor influencing the brand.

Purchase

40

35

30

25
40
20
32
15

10 16
12
5

0
Brand Value Design Publicity Scheme

53
Interpretation:-

From the following graph we can conclude that, people mostly go for brand value
then publicity followed by design and scheme. People mostly see the image of
the company in the market then buy the product.

4.10(a) Table showing the level of satisfaction of respondent.

Level No. of Respondents Percentage

Highly Satisfied 40 40%

Satisfied 44 44%

Dissatisfied 12 12%

Highly Dissatisfied 4 4%

100 100%
Total

Analysis
From the above table it is seen that, 40% of respondents fall under Highly
Satisfied, 44% of respondents fall under Satisfied, 12% of respondents fall under
dissatisfied and 4% of respondents fall under Highly Dissatisfied

54
4.10(b) Graph showing the level of satisfaction of
respondent.

Satisfaction level

45
40

35

30

25
44
40
20

15
10
12
5 4
0
Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied

Interpretation:-
From the above graph it can be conclude that maximum percentage of people are
satisfied so the company is able to achieve its goal and the main motive of
customer satisfaction. It is also able to deliver good products to market .The
reaming customer should also be kept in mind and taken care of.

55
5.1 FINDINGS

 It can be stated that the customer of the company are more from the middle
age.
 It is seen that the customers where taken care with courtesy and addressed
all question and problem of the respondent with interest and helped in
solving their issue.
 As per the research it is seen that problem were quickly solved and taken
care of which is one of a good factor because the objective of the company
is to satisfy the customer.

 It can be seen that the customer service is an effective system which records
all call and message and helps store the data and faster flow of information
thereby solving the issue faster.

 It can be state that overall respondent view with the customer satisfaction
was good because we follow a system of objective and strive to follow it
through our vision.
 It is also seen that the service is bit expensive but the return on that is very
good and they are highly satisfied with the service provide.

 It can be also be seen that we stand out on the service and the pricing
strategy is best the market comparing to other competitors in the market.
 It is state that the customer have rated us good in overall due to the service
we provide to them and maintain it.

56
5.2 SUGGESTION & RECOMMENDATION

After meeting the customer and talking to them about the live tips and their
service and knowing their requirements the following recommendation is being
developed.

1. Target customer

The main target new customer should be seen as an opportunity to the company.
We should help more and more customer to buy our product, and make them fill
them fill that the buying our product is not an expenditure it’s an investment for
the long term which will give you good retune in future. Being the maintenance
and other USP of the product. And also giving the exchange offers and easy
finance offer that will help them to buy vehicle from you.
2. Customer satisfaction

For the small crowd of people who are not satisfied with the company they should
be approached back and their problem should be solved. For the people who are
on average level then continues customer service should be done for them to make
them satisfied. Over all for each and every customer there should be no delay
done for any complains and their requirements.

3. Service
Due to more fluctuation of market the analysis of tips should be asked to generate
more accurate and perfect tips to be sending and while sending delayed should
not be done in it.

57
5.3 CONCLUSION

Research above shows the customer satisfaction of Tata motors through live tips
and the questioner. In regards to their various service and customer service. Also
the overall rating of the company and how it stands beyond of their competitor.

The study shows that the 70% - 80% of the customer are satisfied with the kind
of service and customer relationship is done with them by live tips. The new
customer also fined the company different from other company which is a
positive point for them. To fulfill the customer requirement in time should be
seen.

Over all the company present customer satisfaction level are on satisfied with a
small number of people of people not satisfied, which should be taken care of.

58
 BIBLIOGRAPHY

Reference

Website

www.tatamotors.com

www.google.com

www.businessdictoinery.com

Books

Marketing management, Philip kotler 12th edition

Fundamental of marketing management, T.S Devaraja

59
 Questionnaire on customer Satisfaction of TATA Motors
Name:

1. Age:
a) 20-25 yrs b)25-35 yrs
c) 35-45 yrs d) above 45 yrs
2. Income (P.M) -

a) Less than 25,000 c) 25,000 to 50,000

b) 50, 000 to 75,000 d)More than 75,000

3. Which company vehicle do you prefer?

a) Tata
b) Maruti Suzuki
c) Honda
d) Hyundai
e) Mahindra
4. which factor from following effect your buying?
a. power steering
b. mileage
c. price
d. others
5. What is the reason to prefer Tata motors vehicle?

a. good facilities
b. quality
c. price
d. good design

6. Which promotional media influence you to buy vehicle?

a.broad casting
b.word of mouth
c. publication
d. product administration

7. How you will rate services of Tata motors ?

a. excellent
60
 b. good
c. average
d. poor

8.Are you satisfied, with price of Tata motors ?

a. highly satisfied
b. satisfied
c. neutal
d. dissatisfy

9.Are you satisfied, with the fuel consumption of vehicle?

a. highly satisfy
b. satisfied
c. neutal
d. dissatisfied

10.Are you satisfy by safety and comfort ?

a. Extremly satisfied
b. satisfied
c. neutral
d. dissatisfied

10. Would you recommend of TATA vehicles to others?

a) Yes
b) No
11. For what purpose you buy Tata Vehicle?

a. official
b. Household
c. Business
d. Any other
12. Why did you purchased the vehicle?

a. Brand value
b. Design
c. Publicity
d. Scheme
13. Which satisfaction level you fall under?

a. Highly Satisfied
b. Satisfied
c. Dissatisfied
d. Highly Dissatisfied

61