“CUSTOMER SATISFACTION”

BACHELOR OF BUSINESS ADMINISTRATION

BATCH- (2021-2024)

Submitted by:- Submitted to:-

Satveer Singh Miss. Kavita Goswami
BBA 5th sem. (Asstt. Professor)
Roll No:- 210935250030 Faculty of Management

DEVSTHALI VIDYAPEETH
Lalpur, Kiccha Road, Rudrapur (U.S. Nagar) Uttarakhand 263148
Affiliated to
KUMAUN UNIVERSITY, NAINITAL
 ACKNOWLEDGEMENT
"Acknowledgement is an art, one can write glib stanzas without
Meaning a word, on the other hand one can make a simple
Expression of gratitude"

Industrial training is an integral part of any BBA program and for that purposes
I had joined a company name Tata Motors ltd.
I take the opportunity to express my gratitude to all of them who in
Some or other way helped me to accomplish this challenging project.
No amount of written expression is sufficient to show my deepest
Sense of gratitude to them.
I am extremely thankful and pay my gratitude to Miss. Kavita Goswami for her
Valuable guidance and support on completion of this project in it’s presently.

I am greatly obliged to Mr. Manoj Kumar at Tata Motors Ltd.

Who accommodated me for training in this esteemed organization.

I would like to express my thanks and I think, I am short in words in

Expressing my sincerest thanks towards the entire workforce of
Tata Motors Ltd for their co-operation and gracious advises which
Helped me to make the Project report work complete and purposeful.

I also acknowledge with a deep sense of reverence, my gratitude towards my

Parents and member of my family, who has always supported me
Morally as well as economically.

At last but not least gratitude goes to all of my friends who directly
Or indirectly helped me to complete this project report.

Name:- Satveer Singh

 DECLARATION
I hereby declare that the survey report work entitled
"CUSTOMER SATISFACTION" submitted by me
SATVEER SINGH student of BBA 5th Semester
Session (2022-2024), under the guidance of
Miss. KAVITA GOSWAMI. It is truly prepared by
me and all the information presented here in the
project are correct to the best of my knowledge.

I also declare that, any or all content embodied in

this project report has not been submitted in any form
for the award of any degree or diploma of any
other institution or university.

Date:-

SATVEER SINGH

BBA Vth Sem

 PREFACE

There is a famous saying "The theory without practical is lame and

Practical without theory is blind." Human resource is an important part
of any business and managing them is an important task.

Summer training is an integral part of the Management studies and have

to undergo training session in a business organization for 6 weeks to gain
some practical knowledge in their specialization and to gain some
working experience.

Our institution has come forward with the opportunity to bridge the gap
by imparting modern scientific management principle underlying the
concept of the future prospective managers.

To the emphasis on practical aspect of management education the

faculty of Devsthali Vidyapeeth Institutions, has with a modern system of
practical training of repute and following management technique to the
student as integral part of BBA in accordance with the above obligation
under going project in "Tata Motors Ltd. Pantnagar" The title of my
project is "Customer Satisfaction"

Certainly this analysis explores my abilities and strength to its fullest

extent for the achievement of organization as well as my personal goals.
 Table of Content

Chapter-1

Introduction
• Scope
• Limitation
• Objective of study

Chapter-2

1- Company profile
 Tata Motots Ltd.
 Industry Outlook
 History Of Tata Motors

Chapter-3

2- Topic Profile
 Customer Satisfaction Measurement Process

Chapter-4

 Research Methodology

Chapter-5

• Data Interpretation

Chapter-6

• Findings
 Conclusion
• Bibliography
• Questionnaire
CHAPTER-1
 INTRODUCTION
INTRODUCTION OF ARIA CARS

Tata motors Itd. (NSE: TATA MOTORS, BSE: 500570, NYSE: TTM) is
a Multinational corporation company, headquarters in
Mumbai, Maharashtra,

India. Part of the Tata group, it was formerly known

as TELCO (TATA ENGINEERING AND LOCOMOTIVE COMPANY).
Tata motors is India's largest automobile company, with
consolidated revenues of USD 27.63 BILLION in 2011-2012.
Tata Company is the world's fourth largest truck Manufacturer,
and the world's second largest bus manufacturer with over 53, 151 employees.
Since first rolled out in 1945.
After that Tata motors has Produced many vehicles', ARIA CAR is one of them.

The TATA Aria is a visual choreography of bold proportions

and Uncompromising aesthetic. The front visage is distinct,
solid and intimidating with

Wrap-around dual barrelled headlamps that enhance the signature Toto grille.

This aggressive stance is tempered by a unique lunging

Silhouette end dynamic roof

Line. With a touch of premium class afforded by the

Chrome detailing throughout.
each sweep of meta! Hinting at the power and performance it can deliver.
 SCOPE OF THE STUDY

These are some of the scope of the study:

• The present study can be extended to access the present

marketing
condition of Indian automobile sector.
• The study can be used to design a proper product, price, place
and
promotional strategy for the market.

• From the present study we can know the market share of

different
products and accordingly formulated strategy to enhance it.

• The result of marketing success can be interpreted to assess the

rate of employee satisfaction in various departments.

• This study can be applied to find out an effective distribution

channel to enhance the sale of various products of TATA
MOTORS.
 LIMITATIONS OF THE STUDY

Since the road to improvement is never ending, so this study also

Suffers from certain limitations.

Some of them are as follows:

• Because of illiteracy, it was a time consuming method in which

Continuous guidance was required.

• Questionnaire method involves some uncertainty of response.

Co-operation on the part of informants, in some cases, was
difficult to presume.

It is possible that the information supplied by the

informants may be incorrect. So, the study may lack accuracy

OBJECTIVES OF THE STUDY

• To find out the Market performance & Market position of

company.

• To analyse the Satisfaction amongst the customers of TATA

MOTORS
CHAPTER-2
 COMPANY PROFILE
TATA GROUP

Tata Motors Limited is India's largest automobile company, with consolidated

revenues of Rs. 92,519 Crores (USD 20 billion) in 2009-10. 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 24,000 employees are guided by the vision to be "best in the
manner in which we operate best in the products we deliver and best in our
value system and ethics."

Established in 1945, Tata Motors' presence indeed cuts across the length and
breadth of India. Over 5.9 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 2005, it has set up an industrial joint venture with
Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and
Tata cars and Fiat power trains. 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.
 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 3,000 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, Dharwad
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 2008, 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 2009. 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).

Tata is a rapidly growing business group based in India with significant

international operations. Revenues in 2007-08 are estimated at $62.5 billion
(around Rs251,543 crore), of which 61 per cent is from business outside India.
The Group employs around 350,000 people worldwide. The Tata name has
been respected in India for 140 years for its adherence to strong values and
business ethics.
 The business operations of the Tata Group currently encompass seven
business sectors: communications and information technology, engineering,
materials, services, energy, consumer products and chemicals.

The Group's 27 publicly listed enterprises have a combined market

capitalization of some $60 billion, among the highest among Indian business
houses, and a shareholder base of 3.2 million. The major companies in the
Group include Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata
Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications.

The Group's major companies are beginning to be counted globally. Tata Steel
became the sixth largest steel maker in the world after it acquired Corus. Tata
Motors is among the top five commercial vehicle manufacturers in the world
and has recently acquired Jaguar and Land Rover.

TCS is a leading global software company, with delivery centres in the US, UK,
Hungary, Brazil, Uruguay and China, besides India. Tata Tea is the second
largest branded tea company in the world, through its UK-based subsidiary
Tetley. Tatar Chemicals is the world's second largest manufacturer of soda ash.

Tata Communications is one of the world's largest wholesale voice carriers.

In tandem with the increasing international footprint of its companies, the

Group is also gaining international recognition. Brand Finance, a UK-based
consultancy firm, recently valued the Tata brand at $11.4 billion and ranked it
57th amongst the Top 100 brands in the world.
 Business week ranked the Group sixth amongst the World's Most Innovative
Companies. And the Reputation Institute, USA, recently rated it as the World's
Sixth Most Reputed Firm.

Founded by Jamsetji Tata in 1868, the Tata Group's early years were inspired
by the spirit of nationalism. The Group pioneered several industries of national
importance in India: steel, power, hospitality and airlines.

In more recent times, the Tata Group's pioneering spirit has been showcased
by companies like Tata Consultancy Services, India's first software company,
which pioneered the international delivery model, and Tata Motors, which
made India's first indigenously developed car, the Indica, in 1998 and recently
unveiled the world's lowest-cost car, the Tata Nano, for commercial launch by
end of 2008.

The Tata Group has always believed in returning wealth to the society it
serves.

Two thirds of the equity of Tata Sons, the Tata Group's promoter company, is
held by philanthropic trusts which have created. National institutions in
science and technology, medical research, social studies and the performing
arts.

The trusts also provide aid and assistance to NGOs in the areas of education,
healthcare and livelihoods.

Tata companies also extend social welfare activities to communities around

their industrial units. The combined development related expenditure of the
Trusts and the companies amounts to around 4 per cent of the Group's net
profits.
 Going forward, the Group is focusing on new technologies and innovation to
drive its business in India and internationally. The Nano car is one example, as
is the Eka supercomputer (developed by another Tata company), which in
2008 is ranked the world's fourth fastest.

The Group aims to build a series of world class, world scale businesses in select
sectors.

Anchored in India and wedded to its traditional values and strong ethics, the
Group is building a multinational business which will achieve growth through
excellence and innovation, while balancing the interests of its shareholders, its
employees and wider society.
 TATA MOTORS LIMITED

The largest passenger automobile and commercial vehicle manufacturing

company of India Tata Motors Limited, was formerly called TELCO (TATA
Engineering and Locomotive Company), has its headquarters in Bombay, now
Mumbai, India. Established in 1945, listed on the New York Stock Exchange in
2004 has created Rs. 320 billion wealth and was one of the top 10 wealth
creators in India, With manufacturing facilities in the towns of Jamshedpur,
Lucknow, and Pune. This company was founded by Jamshetji Tata and is run by
Ratan Tata under the flagship company known as Tata and sons group. He
commands 22000 employees working in three plants as well as other regional
and zonal offices across the length and breadth of India.

Tata motor's passenger cars still need to reach acceptable international

requirements. The company commands an imposing 65% share of the
domestic commercial vehicle market and is trying to modernize this segment.
The financial business of Tata motors was separated into a subsidiary company
in sep. 2006, where it recorded a strong financial performance during the last
5 year period. From year 2003-2007, the profits of the company went up at a
CAGR of 36.4%, to attain Rs. 331, 525 million in 2007 from Rs. 95, 731 Million
in 2003. By floating two rights issues at the end of Sep 2008 Tata Motors Ltd
expected to raise Rs 4, 150 crores.

They are offering one ordinary share valued at Rs. 340 every six shares
expecting to net Rs. 2.90 Crores, the so called "A" share would have different
voting and dividend rights, for every such 6 shares held at a face value of 305
would raise Rs. 1.960 Crores, these proceed would be utilized for an early
repayment of the short
 term funding of 2.3 Billion $ (Rs. 10,189 Crores) Borrowed for Acquisition of
jaguar and Land Rover from their principle "The Ford Motor Company's".

It is also in talks with private equity funds to offload 25% of stake in each of
the following 6 unlisted group units, they are Tata Daewoo commercial vehicle
company, HV transmissions, Tata motors finance, Tata technologies and TELCO
construction equipment, the sales of the stakes would possible conclude by
June 2009, helping it to raise further funds for this acquisition, earlier in July it
sold 24% stake in an Auto component unit to a group firm and booked a profit
of Rs. 110 crores, it also sold 10 million shares or 1.36% of Tata steel for RS.
486 crores to Tata Sons, the holding company of whole Tata group firms.

"The Company aims to monetize a part of its funds through a phased

divestment of certain investments preferably as inter-group sales wherever
possible at Current market prices in the coming six to eight months," the
money that will be released from these investments will become a part of the
capital to be lifted for repayment of the bridging loan taken for the Jaguar-
Land Rover acquisition.

Taken in March 2008" (Tata Motors Profile) It took a 15 month bridge loan of 3
billion in March from a consortium of banks to finance the JLR accusation and
its expansion plans Since the rights issue was announced on 28th may its share
value has fallen more than 30% and fell by 1.82% to Rs. 429.85 on BSE, even
though the bench mark index gained 3.8% to end at 15, 049.86 points.
The Analysts say that, this is a strategic move taken by Tata Motors because it
is allowing the company to make a lot of profit even when the market is in the
financial pressure allows Tata sons to raise its wager in group companies.

If the company will follow the above mentioned trends then possibly
it can raise its finances in a low liquidity and high interest rate set-up.
 INDUSTRY OUTLOOK

The Indian Automobile Industry enjoys the advantage of low cost base, high
skilled labour, strong ancillary network coupled with Government's support by
way of concessional excise duty of 16% for small cars, ban on overloading and
also significant investments proposed for removing infrastructure bottlenecks.
The CV industry is directly related to the economic growth and development.

The growth in demand for CVS is directly related to the IIP index and any
upsurge in economic activities will call for more cargo movement in the
economy.

The domestic CV market grew at a CAGR of 26.7% during the last 6 years. In
FY07, the CV segment registered a growth of 32.2% due to Supreme Court's
ban on over loading trucks.

However, we believe that this is a one-time demand and the CV segment may
not witness such kind of growth repeatedly. There is a regulation that restricts
the movement of vehicles above certain age (15 years in National Capital
Region and 8 years in Mumbai).

Though the rule is not being followed strictly at present, in future if this rule is
implemented strictly it will result in huge replacement demand.

With the Indian economy expected to grow at 8.5% to 9% in coming years, we

expect the demand for CVs to be fairly decent except for the fact that the
industry is currently experiencing a correction due to sharp spurt in demand in
the previous years.

The CV industry witnessed a change in demand dynamics in last few years. The
demand for LCVs in the <=3.5 tonnes segment is rising at the cost of demand
in 5 to 7.5 tonnes category, while
 demand in 7.5 to 12 tonnes segment and 16.2 to 25 tonnes segment is
booming at the cost of demand in 12 to 16.2 tonnes segment. Demand for
trailers of >35.2 tonnes is witnessing a surge while demand for semi-trailers in
26.4 to 35.2 tonnes segment is suffering.

This structural shift in demand dynamics is due to the evolution of Hub &
Spoke model of distribution, which is now adopted by transportation players
because of improved road infrastructure and also the ban on trucks in many
cities by the authorities to tackle the traffic congestion issues. According to the
Hub & Spoke model, HCVS plying over the highways to transport goods to
different states and districts.
 HISTORY OF TATA MOTORS

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.
 The First Generation TATA Indica

After years of dominating the commercial vehicle market in India, Tata Motors
entered the passenger vehicle market in 1991 by launching the Tata Sierra, a
multi utility vehicle.
After thelaunch of three more vehicles, Tata Estate (1992, a stationwagon
design based on the earlier

'Tata Mobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and
Tata Safari (1998, India's first sports utility vehicle). Tata launched the Indica in
1998, 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 version and
quickly became a mass-favourite. A badge engineered version of the car was
sold in the United Kingdom as the Rover City Rover.

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.
 TATA BRADS
DAEWOO ACQUISITION

Tata Novus is one of the bestselling commercial trucks in South Korea. With
the success of Tata Indica, Tata Motors aimed to increase its presence
worldwide. In 2004, it acquired the Daewoo Commercial Vehicle Company of
South Korea. The reasons behind the acquisition were:

• Company's global plans to reduce domestic exposure. The

domestic commercial vehicle market is highly cyclical in nature
and prone to fluctuations in the domestic economy. Tata
Motors has a high domestic exposure of -94% in the MHCV
segment and -84% in the light commercial vehicle (LCV)
segment. Since the domestic commercial vehicle sales of the
company are at the mercy of the structural economic factors, it
is increasingly looking at the international markets. The
company plans to diversify into various markets across the
world in both MHCV as well as LCV segments

• To expand the product portfolio Tata Motors recently

introduced the 25MT GVW Tata Novus from Daewoo's (South
Korea) (TDCV) platform. Tata plans to leverage on the strong
presence of TDCV in the heavy-tonnage range and introduce
products in India at an appropriate time. This was mainly to
cater to the international market and also to cater to the
domestic market where a major improvement in the Road
infrastructure was done through the National Highway
Development Project.
 • Tata remains India's largest heavy commercial vehicle
manufacturer and Tata Daewoo is the 2nd largest heavy
commercial vehicle manufacturer in South Korea. Tata Motors
has jointly worked with Tata Daewoo to develop trucks such as
Novus and World Truck and buses namely, GloBus and StarBus.

HISPANO CARROCERA
Hispano Divo at the 2008 FIAA in Madrid In 2005, sensing the huge
opportunity in the fully built bus segment, Tata Motors became
acquired 21% stake in Hispano Carrocera SA, Aragonese bus
manufacturing company giving itcontrolling rights of the company.
JAGUAR CARS AND LAND ROVER
After the acquisition of British Jaguar Land Rover (JLR) business, which
also includes the Rover, Daimler and Lanchester brand names Tata
Motors became a major player in the international automobile market.

On 27 March 2008, Tata Motors reached an agreement with Ford to

purchase their Jaguar and Land Rover operations for US$2 billion. The
sale was completed on 2 June 2008 Tata has gained the rights to the
Daimler, Lanchester, and Rover brand names.

In addition to the brands, Tata Motors has also gained access to 2

design centers and 3 plants in UK. The key acquisition would be of the
intellectual property rights related to the technologies.
 TATA MARCOPOLO RELEASED THIS LOW-FLOOR BUS IN INDIA AND
NOW IT IS WIDELY USED AS PUBLIC

TRANSPORT In 2005, sensing the huge opportunity in the fully built bus
segment, Tata Motors acquired 21% stake in Hispano Carrocera SA,
Aragonese bus manufacturing company and introduced its high end
inter-city buses in the country.

Tata Motors has also formed a 51:49 joint venture with Marcopolo S.A,
a Brazil-based global leader, lead by Brian Behrle, in bus body building.
This joint venture is to manufacture and assemble fully-built buses and
coaches targeted at developing mass rapid transportation systems.

The joint venture will absorb technology and expertise in chassis and
aggregates from Tata Motors, and Marco polo will provide know-how in
processes and systems for bodybuilding and bus body design.
 TATA ACE WAS INDIA'S FIRST MINI TRUCK

Tata Ace, India's first indigenously developed sub-one ton mini- truck was
launched in May 2005. The mini-truck was a huge success in India with auto-
analysts claiming that Ace had changed the dynamics of the light commercial
vehicle (LCV) market in the country by creating a new market segment termed
the small commercial vehicle (SCV) segment.

Ace rapidly emerged as the first choice for transporters and single truck
owners for city and rural transport. By October 2005, LCV sales of Tata Motors
had grown by 36.6 percent to 28,537 units due to the rising demand for Ace.
The Ace was built with a load body produced by Autoline Industries. By

2005; Autoline was producing 300 load bodies per day for Tata Motors. Ace is
still one of the number makers for TML, TML sold the 2,00,000th Ace in August
2008, within 4 years since its introduction.

Tata Ace has also been exported to several European, South American and
African countries. Electric-versions of Tata Ace are sold through Chrysler's
Global Electric Motorcars division.
 In 2007

In 2007, Tata Motors launched several concept models and future designs of
existing models. It also formed joint ventures with various local companies in
several countries to assemble Tata cars. Tata Motors launched a re-designed
version of Tata Xenon TL during Motor Show Bologna which would be
assembled in Thailand and Argentina. A pick-up variant of Tata Sumo was also
launched under the program 'Global Pick-Up'. The company plans to launch
the new pick-up model in India, Southeast Asia, Europe, South Africa, Turkey
and Saudi Arabia.

Tata Motors also unveiled newer model of Tata Indigo and Tata Elegante
concept-car during the Geneva Auto Show.

Tata Motors also formed a joint venture with Fiat and gained access to Fiat's
diesel engine technology. Tata Motors is looking to extend its relationship with
Fiat and Iveco to other segments like the 'Global Pick-Up' program. The launch
of the 'Global Pick-Up' will mark the entry of the company into developed
markets like Europe and the United States. The project was initially
collaboration between Tata Motors and its subsidiary Tata Daewoo
Commercial

Vehicles, but later Tata Motors decided to work with Iveco as Daewoo's design
was not in syne with the needs of sophisticated European customers. The
company has formed a joint venture with Thailand's Thonburi Company, an
independent auto assembler, in which Tata Motors will hold a 70% stake.
CHAPTER-3
 TOPIC PROFILE

This is accomplished by focus on the alignment of marketing activities,

strategies, and metrics with business goals. It involves the creation of a metrics
framework to monitor marketing performance, and then develop and utilize
marketing dashboards to manage marketing performance.

Performance management is one of the key processes applied to business

operations such as manufacturing, logistics, and product development. The
goals of performance management are to achieve key outcomes and
objectives to optimize individual, group, or organizational performance. MPM
however, is more specific. It focuses on measuring, managing, and analyzing
marketing performance to maximize effectiveness and optimize the return of
investment (ROI) of marketing. Three elements play a critical role in managing
marketing performance-data, analytics, and metrics.

Customer satisfaction and loyalty research allows your customers to

communicate with you directly about their needs, assuring you that the quality
standards you establish reflect the voice of the customer and not just the
company line. This research can help you:
 THE BEST WAY FOR ME TO DETERMINE WHAT'S
IMPORTANT TO MY CUSTOMERS
We believe that there is no single best way to assess the relative importance of
specific aspects of performance and that the choice of a method depends on
your particular needs.

There are several approaches:

• Multiple Paired Comparisons - This technique avoids the problem of little

differentiation among attributes and allows customers to make trade- offs
regarding the importance of specific attributes the same way they would
evaluate products or services in the real world.

 Constant Sum-In this method, customers are asked to apportion some

number of points, generally 10 to 100, that reflect their relative importance
in determining overall satisfaction.

• Competitive Leverage Map - This map integrates both importance and

performance information to identify areas of competitive strength and
weakness.

• Regression Analysis - This is a useful method for assessing the relative

importance of attributes when customers are unable or unwilling to directly
state their views. It examines the extent to which the satisfaction or
performance ratings the customers give the company on each of the attributes
are related to customers' overall satisfaction.

• Key Driver Analysis - This method quantifies the relationship between 1) the
key drivers and satisfaction and 2) satisfaction and a business outcome. This
analysis suggests where to allocate resources to get the best return on
investments.
 Structural Equation Modeling - Thus is a sophisticated structural model
development process that takes into account, and quantifies, the interplay
of attributes on one another in driving or influencing the satisfaction of
customers

CHAPTER-4
 RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. Once can also
define research as a scientific and systematic search for pertinent information
on a specific topic. In fact, research is an art of scientific investigation.
Meaning of research as "a careful investigation or inquiry especially through
search for new facts in any branch of knowledge. This inquisitiveness is the
mother of all knowledge and the method, which man employs for obtaining
the knowledge of whatever the unknown, can be termed as research.
Research is an academic activity and as such the term should be used in a
technical sense.

1. Title of the Study:-

"A study on the MARKET PERFORMANCE AND CUSTOMER SATISFACTION OF

TATA MOTORS LIMITED, PANTNAGAR" 2. Objectives of the study:

a) Primary objective

The primary objective of the project was to study the CUSTOMER

SATISFACTION of the TATA MOTORS vehicles.

b) Secondary objective

• A detailed analysis of market performance including customer opinions

regarding availability, quality for the same.
To know the satisfaction level of the customers who deal with TATA
vehicles.
The type of the research: -

Exploratory Research- An exploratory research is conducted to gain ideas and

insights into the problem. It is conducted to increase the marketer's familiarity
with the problem and clarify concepts. An exploratory research is appropriate
when very little is known about the problem. Here the purpose of the study
was to find out the factors associate with distribution channel as well as
variation in sale of bread; hence an exploratory design was selected.

RESEARCH DESIGN:-

A research design is the specification of methods and procedure for acquiring

The Information needed to structure or to solve problems. It is the overall
operation pattern or framework of the project that stipulates what
information is to be collected from which source, and be what procedures. A
research design is the arrangement of condition for collection and analysis of
data in a manner that aims to combine Relevance to the research purpose
with economy in procedure.

The research design is experience survey research. Experience survey means

the survey of people who have had practical experience with the problem to
study. The object of such a survey is to obtain insight into the relationships
between variables and new ideas relating to the research problem and the
researcher must prepare a questionnaire.

The research design - Exploratory of formulative

Overall design- Flexible design
Sampling design- Probability sampling design
Statistical design- No pre-planned design for analysis
Operational design- No fixed decision about the operational procedures
 Sample Design:-

A complete interaction and enumeration of all the customers of was not

Possible so a sample was chosen that consisted of 100 Employees.

Type of Universe- above 500

Sampling unit-A study on the market
Size of sample- 100 customers (out of 100)
Sampling procedure – Questionnaire
Parameters of interest - I want to know about the satisfaction level of
employee for "A study of market performance and customer satisfaction of
TATA MOTORS LTD"
 DATA COLLECTION

To achieve the objectives both primary and secondary sources of data has
used for this study.

(A) PRIMARY DATA

In order to gather facts in the course of study, I prepared a questionnaire for

getting response from customer. I gathered all the information as per the
questionnaire, through observation, personal talks and personal experiences.
Under observation method I watched many activities of the customers to
collect some useful information, which required for this project work. Places
like, in the city, on the market and in the parking and car care, Rudrapur etc.
from the available data, I categorized all the customers on the basis of
different age group.

(B) SECONDARY DATA

For the purpose of getting the secondary data 1 gathered through. past
records, various magazines and newspapers, annual reports of TATA MOTORS
and from various websites.
CHAPTER-5
DATA ANALYSIS & INTERPRETATION

A strong fundamental as well as a strong market performance over the years.

Given the economic and the industry environment (improving outlook for the
PC industry) TATA Motors would be a key beneficiary.

Q;1. While a pick-up in its PC volumes is evident, operating leverage and cost
saving initiatives will improve margins. On an average more than 73% people
feel that the prices are affordable whereas 12% do not agree, 74% believe that
attractive discounts are offered whereas 26% are not satisfied with the
discounts offered. 20% said that the test drives are not offered and 15% said
that post sales follow ups are not done regularly whereas 85% said that they
were done regularly but people feel that it is the people's car as it is
satisfactory on all other parameters: knowledgeable sales persons, employees
spent enough time before and during sales, display of merchandise is
attractive, availability of product, variety of merchandize, vehicle in good
condition, prices are affordable, attractive discounts are offered, décor of the
waiting area is pleasing, responds to complaints quickly, service at TATA
Motors service station is excellent, careful with personal information and is
value for money. The overall opinion about TATA Motors is very good.
Q;2.A detailed analysis of the company shows that the company has had a
strong fundamental as well as a strong market performance over the years.
Given the economic and the industry environment (improving outlook for the
PC industry) TATA Motors would be a key beneficiary

 Gender Wise:-

Responder Satisfied (%) Unsatisfied (%) Neither satisfied or

Unsatisfied (%)
Male 63 15 8
Female 9 4 1
TOTAL 72 19 9

Q:3. On an average 63% male customers & 9% female customers are satisfied,
That mean total 72% customers are get full level satisfied, and 15% male
customers & 4% female customers are not satisfied, That is total no of
unsatisfied customers 19%, and 8% male customers & 1% female customers
are not decided.

 Age Wise:-
Responder Satisfied (%) Unsatisfied (%) Neither satisfied or
Unsatisfied (%)
0 0 0
18-25 2 0 1
26-35 18 5 2
36-50 36 8 6
50- above 16 6 0
TOTAL 72 19 9
CHAPTER-6
 FINDINGS OF THE STUDY
Competitors of Tata motors are Maruti Suzuki and Hyundai Motors in
passenger car, Tata Motors get the 2 position in Indian market.
If Tata motors look after following few problems (Findings) they may become
first in Indian market
1. 15% said that post sales follow ups are not done regularly, On an average
more than 73% people feel that the prices are affordable whereas 12% do not
agree. That mean all over 30% customer are not get full satisfaction level.
2. 63% customer said test drive done properly and 34% customer said test
drive are not done properly, otherwise 3% customer are not decided.
3. 34% customer said Tata Motors give attractive discount offer & 38%
customer are not satisfied of it's offer and 28% customer are not decided for
discount offer.
4. 73% customer said price affordable and 12% customer said price is high
otherwise 15% customer are not decided.
5. 66% customers are satisfied of commitment of Tata Motors and 19%
customer are said commitment are not fulfil and 15% customer are not
decided.
6. 70% customer said responds to complaints are quickly and 21% customers
are not satisfied and 9% customers are not decided.
 CONCLUSION

The customers are fully satisfied with the product and the companies after
sales services.
In this modem and competitive era, when it is quite difficult sustain in the
global market for a long time. TATA MOTORS LTD has done a fabulous job
towards sector of the society.
Despite, the various competitors and substitute available in the market, TATA
MOTORS LTD. has been succeeded to sustain a unique among its consumers.
Most, consumers are purchasing TATA MOTORS products because of its quality
and safety. Consumers are willing to purchase the TATA MOTORS products in
future too..
Consumers are highly satisfied with the TATA MOTORS products as the quality
of TATA MOTORS is according o the needs and expectations of the consumers.
At last, it is concluded that the company as a whole is a branded company.
BIBLIOGRAPHY

Kotler philip, & Keller Kevin (2009), (Marketing Management)Publish (2009),

Hill McGraw. (Marketing Management) publish 2003 Berry Berman, and Joel r
Evans) (Retail Management)

WEBPAGES:

Tata Motors' Official Website

Wiki - Tata Motors Ltd
http://www.tatamotors.com/our_world/press_releases.php?ID=458&action=P
u 11
Questionnaire:-
Being an estimate customer f TATA Motors Ltd. You are requested to take out
a few minutes and fill the following QUESTIONNAIRE:

Name:-………………………………………………………………………

Address:- ……………………………………………………………………………………………
…………………………………………………………………………………………..
……………………………………………..Pin code …………………………….

Gender:
Male Female

Age:-
Below 18 8-25 26-35 36-50 51- above

Occupation:
Service Business Student Housewife
Q.1) How long have you been associated with TATA Motors ?
…………………………………………………………………………………………………………..

Q.2) How would you rate TATA Motors on the following parameter ?

Strongly Disagree Neither Agree Strongly

Disagree agree agree
Nor
Disagree
1. Knowledgeable
Sales Person
2. Employees
spent enough
time with you
a. Before sale
b. During sale
c. After sale

3. Display of
merchandise id
attractive
4. Availability of
the product
5. Variety/
selection of
merchandising
6. Vehicle in good
condition
7. Prices are
affordable