CHAPTER- 1

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).
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

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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 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 indigenously 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 than two–wheelers being manufactured in India today. The lean design
strategy has helped minimise weight, which helps maximise performance per unit of

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 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 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.

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.

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

Commercial Passenger Carriers:

 Buses.
 Winger
 Magic

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 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.

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 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. 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

5
 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 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.
 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

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 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

CHAPTER-2

REVIEW OF LITERATURE

2.1CUSTOMER 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.

2.1.1 DEFINITION

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Oliver (1997)[20] has given a famous comment stating, "Every one knows

what satisfaction is, until asked to give a definition. Then, it seems, nobody knows."

Oliver (1999)[21] defined, "Satisfaction as pleasurable fulfilment. Satisfaction is the

customer’s sense that consumption provides outcomes against a standard of pleasure

versus displeasure. It is judgment that a product or service feature, or the product or service
itself, provides a pleasurable level of consumption related fulfilment.

Furse et al (1994)[22] refers, "Satisfaction as the measurement of one or more variety of

customer opinions including ratings of service quality, ‘future behavioural intentions,
customer’s self assessment of outcome and satisfaction?

Boulding et al (1993)[23] stated another perspective of customer satisfaction, which

deals with the difference between transaction specific and cumulative customer

satisfaction. Customer satisfaction is viewed as a post-purchase evaluative judgment of

a specific purchase occasion according to transaction-specific perspective. Cumulative

customer satisfaction is an overall evaluation based on the total purchase and

consumption experience with goods or service over tome. Cumulative satisfaction is a

more fundamental indicator of the firm’s past, current and future performance and its

cumulative satisfaction that motivates a firm’s investment in customer satisfaction.

Kotler and Armstrong (1993)[24] stated that consumer/customer satisfaction is

determined by the relationship between the customer’s expectations and product’s

perceived performance.9

Customer satisfaction is important because a company earns sales from new customers

and retained customers. Satisfied customers buy a product again, talk favourably to

others about the product, pay less attention to competing brands and advertising.

Bitner et al (1996)[25] defined, satisfaction is the customers evaluation of a product or

8
service in terms of whether that product or service has met their needs and

expectations

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 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."

2.1.2 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.

2.2CUSTOMER SATISFACTION MODEL

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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).

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.

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2.3 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.

2.4 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:

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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 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.

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 CHAPTER-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

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 CHAPTER-4

4.1 RESEARCH METHODOLOGY

The purpose of methodology is to describe the process involved in research work. This
includes the overall research design, data collection method, the field survey and the analysis
of data.

4.1.1Sampling 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
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

14
easiest to access. This is the stark contrast to probability sampling technique where the selection
of units is made randomly.

4.1.2 SAMPLE SIZE

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

4.1.3 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 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

15
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

4.1.4 Reference Period

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

4.1.5 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.

4.2 LIMITATIONS OF THE 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 (patiala).
 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.

16
 CHAPTER-5
DATA ANALYSIS AND INTERPRETATIONS
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

17
 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.

age group

10% 20%

20%
20-25
25-35
35-40
above 45
50%

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.

b) Table showing the different level of income group of the respondent.

No. of Respondents Percentage

Income group

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 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%
35%
30%
30%

25%
20%
20% no of respodents
15%
15%

10%

5%

0%
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.

c) Table showing the preference of brand

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 MODEL NO. OF RESPONDENTS PERCENTAGE

MARUTI SUZUKI 30 30%

HONDA 15 15%

HYUNDAI 20 20%

MAHINDRA 10 10%

Total 100 100%

Column1

10%

25%
Tata
15%
Maruti Suzuki
Honda
Hyundai

20% Mahindra

30%

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.

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d)Factors affecting buying of customers:
Features No of people

Power steering 20

Mileage 30

Price 40

Others 10

45

40

35

30

25
no of people
20

15

10

0
power steering mileage price others

Interpretation:-

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

E) Reasons for preference of Tata cars:

21
 Particulars No of respondents Percentage

Good facilities 25 25%

Quality 20 20%

Price 30 30%

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.
e) Infuence of promotional media:
Particulars No of respondents Percentage

22
 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.

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.

f) Services of Tata motors:

Particulars No of respondents Percentage

23
 Excellent 10 10%

Good 40 40%

Average 35 35%

Poor 15 15%

Total 100 100%

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.

h) Customer satisfaction with price of Tata motors:

Particulars No of respondent Percentage

Highly satisfied 10 10%

Satisfied 25 25%

24
 Neutral 50 50%

Dissatisfied 15 15%

Total 100 100%

no of respondent
60

50

40

30
no of respondent

20

10

0
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.
i)Number of respondent satisfy with Fuel consumption

Particulars No. of Respondents Percentage

10 10%
Extremely satisfied

28 28%
Satisfied

40 40%
Neutral

22 22%
Dissatisfied

25
 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.

j)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%

26
 Total 100 100%

40%
35%
35%
30%
30%

25%
20%
20%
15%
15%

10%

5%

0%
extremely satisfied satisfied neutral dissatisfied

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 .

k)Graph showing the recommend of vehicle to other:

Particulars No. of respondents Percentage

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

27
 no. of respondent

yes
no
46%

54%

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

l) 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%

28
 Purpose of Purchase

40

35

30

25
40
20

15 28
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.

m)Table showing the factor influencing brand.

Particulars No. of Respondents Percentage

Brand Value 40%

40

16 16%
Design

32 32%
Publicity

12 12%
Scheme

100 100%
Total

29
Analysis :
From the above table it can be analyzed that, 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.

n) 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

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.

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 Level No. of Respondents Percentage

Highly Satisfied 40 40%

Satisfied 44 44%

Dissatisfied 12 12%

Highly Dissatisfied 4 4%

100 100%
Total

Interpretation:

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

31
o) 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.

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 CHAPTER-6

6.1 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.

33
6.2 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.

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 CHAPTER-7

7.1 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.

35
 A. REFERANCES

BIBLIOGRAPHY

Website

www.tatamotors.com

www.google.com

www.businessdictoinery.com

Books

Marketing management, Philip kotler 12th edition

Fundamental of marketing management, T.S Devaraja

36
 B. ANNEXURE AND APPENDIX
Questionnaire on customer Satisfaction of TATA Motors
Name:

Age:
a) 20-25 yrs b)25-35 yrs
c) 35-45 yrs d) above 45 yrs
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

1. Which company vehicle do you prefer?

a) Tata
b) Maruti Suzuki
c) Honda
d) Hyundai
e) Mahindra

2.Which factor from following effect your buying?

a. power steering
b . mileage
c. price
d. Others

3. What is the reason to prefer Tata motors vehicle?

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

4. Which promotional media influence you to buy vehicle?

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

5. How you will rate services of Tata motors ?

a. excellent
b. good
c. average

37
 d. poor

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

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

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

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

8 .Are you satisfy by safety and comfort ?

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

9.Would you recommend of TATA vehicles to others?

o Yes
o No

10. For what purpose you buy Tata Vehicle?

a. official
b. Household
c. Business
d. Any other

11. 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

Thank you for your Feedback.

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