PREFACE

Project is an integral part of the MBA degree curriculum and the students of
management have to undergo a training session in a business organisation for 2
weeks to gains some practical knowledge in their area of specialization as well as
some working experience. In globalization process, the rush of multinational into the
Indian market has become a common phenomenon. Now for their survival in the
market, marketing is playing a vital role and even has become a necessity for such
business firms. Branding, packaging, pricing, promotion, quality, distribution, service
and customer have become vital components of marketing and most of the business
firms are realizing that if they dont have competitive strengths, they can not survive.
The undertaken project is one of its kinds and is a smart and bold step taken by super
cars to penetrate the market. None of the competitors have taken such projects before.

CONTENT

Chapter 1
Introduction to the topic
Rationale of project
Objective of study
Primary
Secondary
Hypothesis
Methodology
Sampling method
Sampling size
Tools used
Area covered
Review of literature
Chapter 2
Profile of the organisation
Chapter 3
Data collection
Data representation
Analysis & Interpretation
Tests of hypothesis
Chapter 4
Major findings
Suggestions
Limitations
Conclusion
Bibliography
Annexure
Copy of questionnaire (blank)
Master sheet, Brochures, etc.

SUMMARY OF THE PROJECT

Marketing management is the subject of recent origin in the sense that a formal
study of the element and condition that make for successful exchange become an
organised disciplined only in the second half of the 20th century.
Marketing is defined as the performance of business activities that direct the
flow a goods and services from producer to customer and user. The marketing process
is application not only to product and services but to idea, event, and organisation
place and with a search of opportunities in market.
Market management has the task of influencing the level, timing and
composition of demand in a way that help the organisation achieve its goals. These
goals can not be accomplished by the marketing department on its own. It must team
up closed with other department in the company to create and deliver superior value
and satisfaction to customer.
Marketing of consumer goods is differing from the marketing of industrial
goods. In this study the customer satisfaction for Tata Motors Ltd has been analyzed.
The study begins with brief introduction about auto mobiles four wheelers market in
Bhopal.
Marketing holds the keys in all the business today. It is about wining in this
new environment. It aims at understanding what consumer want and supplying it
more efficient, more conveniently and effectively.
The project contains the study of customer satisfaction for Tata Motors Ltd. It
includes the information about potential consumer in market.
All the information is collected by the observation and unstructured interview
while having direct contact with customers satisfaction about Tata Motors Ltd.
The study tells us about how effectively the various marketing strategies can be
applied in the market to perform better than the competitors.

The report recommends suggestions to developers about customer satisfaction

for Tata Motors Ltd.

CHAPTER 1
INTRODUCTION TO THE
TOPIC

INTRODUCTION TO THE TOPIC

Customer Satisfaction is the buzzword used by the business people for the
success of organization in the present days. Due to the increases of heavy competition
in every product line it become difficult for the companies to retain the customers
for longer time. So retain the customer for longer time the marketer has to do only
one things i.e. customer satisfaction .If customer is fully satisfied by the product it not
only rub the organization successfully but also fetch many benefits for the company .
They are less process sensitive and they remain customer for a longer period. They
buy addition products overtimes as the company introduce related produce related
products or improved, so customer satisfactions is gaining a lot of importance in the
present day. Every company is conducting survey on customer satisfaction level on
their products .To make the products up to the satisfaction level of customers. This
project is also done to know the customers satisfaction on the TATA MOTORS LTD
on behalf of Tata motors Automobiles. The impact of automobile industry on the rest
of the economy has been so pervasive and momentous that is characterized as second
industrial. It played a vital role in helping the nation to produce higher value good
and services and in the enhancing their skills and impose tremendous demand for
automobile. The decrease in the interest rate and easy available of cars loons from 2
to 3 years, lot of car manufacturers company facing cut throat competition in the
fields of technology and price, So to gain the market share it is important for the
institutes to satisfy its customers and to retain the reputation and its image.

Customer Satisfaction Strategies Followed By Tata motors:

The different strategies followed by Tata motors consists of Customer
relationship management, strategy to providing better facility to the owner, and
strategy to provide better after sales service to customer.

Customer Relationship Management:

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CRM as a tool was used to create positive word-of-mouth, to monitor customer

experiences and generate referrals. A series of CRM activities were implemented with
regular direct communication, events and customer satisfaction surveys, Events,
Festive offers, Rewards Program, etc.

RATIONALE OF PROJECT
This project shows the satisfaction level of the customers for Tata Motors Ltd.
And we can find out the factors which are affecting the customers for satisfaction.
E.g. low maintenance features, after sales service, looks, space, colours etc. This
analysis will help to understand the perception of the customers for Tata Motors Ltd.
And also will helps for improving sales target for company and understand the
market scenario. And find out the new innovative ideas for making the presence in
the market.

OBJECTIVES OF THE STUDY

1.

The study has been under taken to analyze the customer satisfaction towards all
variant of Tata Motors Ltd in Bhopal (M.P.) with a special reference to the super cars
LTD. The other objectives are:

a.

Primary Objective:

To gather information about customer satisfaction toward Tata Motors Ltd in

the geographic region of Bhopal (M.P.)
To know the customer perception about features, low maintenance cost and
looks of Tata Motors Ltd.
To know the customer satisfaction about the safety and comfort provided by
Tata Motors Ltd.
To provide suggestions, in improving the customer satisfaction and the
company sales and profitability.
To know the customer satisfaction towards the after sales service offers by Tata
motors.

b.

Secondary Objective:
The main objective of the study is to find out the level of satisfaction
among the internal customers.
To collect and evaluate ideas/views and expectations of the internal
customers for the improvement in Sales of Tata Motors Ltd.
To find out the most prominent area of dissatisfaction.

3. HYPOTHESIS
Statistical inference is that branch of statistics which is concerned with using
probability concept to deal uncertainty in decision- making. The field of statistical
inference has had a fruitful development since the latter half of the 19th century.
It refers to the process of selecting and using a sample statistic to draw
inference about a population parameter based on a subset of it- the sample drawn
from the population. Statistical inference treats two different classes of problems:
1. Hypothesis testing it means to test some hypothesis about parent
population from which the sample is drawn.
2. Estimation, it means to use the statistics obtained from the sample as
estimate of the unknown parameter of the population from which the
sample is drawn.

Hypothesis Testing:

Hypothesis testing begins with an assumption, called a

hypothesis that we make about a population parameter. A hypothesis is a
supposition made as a basis for reasoning. According to Prof. Morris
Hamburg. A hypothesis in statistics is simply a quantitative statement
about a population. Palmer o Johnson has beautifully described hypothesis
as islands in the uncharted seas of thought to be used as bases for
consolidation and recuperation as we advance into the unknown.

3. RESEARCH METHODOLOGY

RESEARCH DESIGN
I propose to first conduct a intensive secondary research to understand the full
impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage of exploratory
research. This stage shall help me to restrict and select only the important question
and issue, which inhabit growth and segmentation in the industry.
The various tasks that I have undertaken in the research design process are:
Defining the information need.
Design the exploratory, descriptive and causal research.

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A research process consists of stages or steps that guide the project from its
conception through the final analysis, recommendations and ultimate actions. The
research process provides a systematic, planned approach to the research project and
ensures that all aspects of the research project are consistent with each other.
Research studies evolve through a series of steps, each representing the answer to a
key question.
a. Sampling Method:
Non-probability sampling technique was used, which included
convenience sampling. The survey was conducted in south Bhopal locality;
they were Arera Colony, M.P. Nagar, J. K. Road.
b. Sampling Size:
I have targeted 30 people in the age group above 25-40 years for the
purpose of the research. The target population influences the sample size.
The target population represents the Bhopal regions. . The people were from
different professional backgrounds. The details of our sample are explained
in chapter named primary research where the divisions are explained in
demographics section.
c. Research Tools used:
As a research tools questionnaire used for this study.
d. Area Covered
Tata motors Showroom at J K Road, Govindpura, Bhopal.
M.P.Nagar.
Arera Colony.

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5. REVIEW OF LITERATURE

A lot of data has been published about customer satisfaction amongst

employees time and again as it is gaining much importance in the prevailing times.
Most of the literature has been gathered from various sources. The most prominent of
them all was through the subject books and other reference books.
Other than that, snippets have been taken from magazines and newspapers that
are very useful sources of secondary information.
Besides these, a lot of literature has been attained from the internet which has
various websites that provide with useful information relating to the same.

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CHAPTER 2
COMPANY PROFILE

13

PROFILE OF THE ORGANIZATION

Tata Motors Limited

Tata Motors Limited

Type

Public BSE: 500570

Founded
Founder(s)
Headquarters
Key people
Products
Revenue
Net income
Parent

(NYSE: TTM)
1945
JRD Tata
Mumbai, India
Ratan Tata, Chairman
Automobiles and Engines
USD Rs9.07 billion (2006)
USD Rs474.0 million (2006)
Tata Group
Jaguar Cars

Subsidiaries

Land Rover

Website

Tata Daewoo Commercial Vehicle

TataMotors.com

Tata Motors Limited, formerly known as TELCO (TATA Engineering and Locomotive
Company), is a multinational corporation headquartered in Mumbai, India. It is India's largest
passenger automobile and commercial vehicle manufacturing company. Part of the Tata Group, and
one of the world's largest manufacturers of commercial vehicles. The OICA ranked it as the world's
20th largest automaker, based on figures for 2006.[1]
Tata Motors was established in 1945, when the company began manufacturing locomotives. The
company manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz
AG, which ended in 1969[2]. Tata Motors was listed on the NYSE in 2004, and in 2005 it was
ranked among the top 10 corporations in India with an annual revenue exceeding INR 320 billion.
In 2004, it bought Daewoo's truck manufacturing unit, now known as Tata Daewoo Commercial
Vehicle, in South Korea. It also, acquired a 21% stake in Hispano Carrocera SA, giving it

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controlling rights in the company. Tata Motors launched the Tata Nano, noted for its Rs 1,00,000
price-tag, in January 2008.
In March 2008, it finalised a deal with Ford Motor Company to acquire their British Jaguar Land
Rover (JLR) business, which also includes the Rover, Daimler and Lanchester brand names.[3][4][5]
The purchase was completed on 2 June 2008[6]
Tata Motors has its manufacturing base in Jamshedpur, Pantnagar, Lucknow, Ahmedabad and Pune.

History

Tata Motors launches its first truck in collaboration with Mercedes-Benz

Tata Motors is a part of the Tata and Sons Group, founded by Jamshedji Nussarwanji Tata and J.
Baker. The company was established in 1945 as a locomotive manufacturing unit and later
expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with
Daimler-Benz AG of Germany.
Expansion
Cars

Tata Indica
After years of dominating the commercial vehicle market in India, Tata Motors entered the
passenger vehicle market in 1992 by launching the Tata Sierra, a multi utility vehicle. After the
launch of three more vehicles, namely, Tata Estate (1992, a stationwagon design based on the earlier
'TataMobile' [1989] a light commercial vehicle which some people may still think of as Tata's first
passenger car), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first sports utility vehicle); In
1998 Tata launched the Indica, the first fully indigenous passenger car of India. Though the car was
initially panned by auto-analysts, the car's excellent fuel economy, powerful engine and aggressive
marketing strategy made it one of the best selling cars in the history of the Indian automobile
industry. A newer version of the car, named Indica V2, was a major improvement over the previous
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version and quickly became a mass-favorite. A badge engineered version of the car was sold in the
United Kingdom as the Rover CityRover. Tata Motors also successfully exported large quantities of
the car to South Africa. The success of Indica in many ways marked the rise of Tata Motors. Note:
In 1996-97 Tata launched the Tata Sumo Deluxe and the Tata Sierra Turbo variants respectively.[7]

Tata Nano

Tata Nano
Tata has developed a car, named Tata Nano, that aims to sell in 2008. It is the least expensive
production car in the world: the price is about Rs. 1,00,000 (USD Rs2,000)[16]. The company
unveiled the supermini car during the Auto Expo 2008 exhibition in Pragati Maidan, New Delhi. [17]
Bajaj Auto and Mahindra-Renault have plans to launch cars in this price range.[18]
Tata has faced controversy over developing the Nano. Some environmentalists are concerned that
the launch of such a low-price car could lead to mass motorization in India with adverse effects on
pollution and global warming. There was also strong opposition to the compulsory acquisition of
land for the proposed car factory in Singur West Bengal. Now Tata Motors Limited plan to set up
the Nano factory in Sanand, Gujarat, because of the problems faced in West Bengal.
To solve this, Tata is going to produce the E-Nano, an electric version, in partnership with Miljbil
Grenland AS

Products
Passenger cars and utility vehicles

Tata Indigo SW
Tata Sierra
Tata Estate
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Tata Sumo/Spacio
Tata Safari
Tata Indica
Tata Indigo
Tata Indigo Marina
Tata Nano (3RD March 2009)
Tata Xenon XT
Tata Xover (2009)

Concept vehicles

Tata Cliffrider
2000 Aria Roadster
2001 Aria Coupe
2002 Tata Indica
2002 Tata Indiva
2004 Tata Indigo Advent
2005 Tata Xover
2006 Tata Cliffrider
2007 Tata Elegante
2009 Tata Prima

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