A PROJECT REPORT On Measurement of Customer Satisfaction Level On Tata Indica Passenger Car

Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)
2009
EXECUTIVE SUMMARY:
Today, India has become the hub for automobile conglomerates and the reason behind this are economic liberalization, increase in per capita income, various tax relief policies, easy accessibility of finance, launch of new models and exciting discount offers made by dealers all together have resulted into a stupendous growth of Indian automobile industry. In the earlier days, it was quite easy for anyone to enter into automobile sector and henceforward lead a successful business. But today the things have really changed; its easy to enter into this sector but to strive henceforward is really difficult. The dealer play a major role in promoting a product; to achieve success in business a dealer has to plan and strategize each and every step of the way. For this, all the dealers have to do is play the rule of 4Ps i.e. Product, Price, Place and Promotion. Every now and then, dealers are coming up with new and innovative ideas, schemes to gain that something extra i.e. the competitive advantage over their competitors. To gain that competitive advantage a dealer has to make the best use of the 4Ps. Any dealer has to impress the customers by offering different services, schemes and by creating positive relationship with customers. My management thesis focuses on one such important factor i.e., measuring customer satisfaction level on the Tata Indica Passenger car and all its versions and for doing so, I have conducted my study on Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) at MAPL Belgaum. As we proceed through this thesis, we will come across ten chapters and with each chapter we will gain more and more knowledge of Products offered by Tata Motors and Customer Satisfaction level on the Tata Indica Passenger car. I hope you will find my thesis report interesting and informative.
MAM BABASABPATILFREEPPTMBA.COM
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Introduction:
Manickbag Automobiles Pvt Ltd is the authorized dealer for the Tata Motors. Mr. Dharmappa Mirji and Mr. Manickchand Shah founded Manickbag in the year 1920. The name Manickbag was because, when it was started on a land which was donated by Mr. Manickchand P. Zaveri of Mumbai to Jain Boarding and it was full of bamboo jungle, so it was called as Manickbag.
About the Project: The area of work undertaken is A Study on Measuring Customer Satisfaction level on the Tata Indica Passenger Car (all versions). The project is undertaken to understand the customers requirement and fulfilling their all requirements in such a way which result in superior value to the customers. The project is a designed to evaluate the performance of Tata Indica Passenger Car i.e. to find whether these cars are up to expectation of the customers or not. The main purpose of this project is to measure the customer satisfaction level on these cars.
INDUSTRY PROFILE:
The automobile industry in Indiathe tenth largest in the world with an annual production of approximately 2 million unitsis expected to become one of the major global automotive industries in the coming years. A number of domestic companies produce automobiles in India and the growing presence of multinational investment, too, has led to an increase in overall growth. Following the economic reforms of 1991 the Indian automotive industry has demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions. The monthly sales of passenger cars in India exceed 100,000 units
Automobile Industry in India has witnessed a tremendous growth in recent years and is all set to carry on the momentum in the foreseeable future. Indian automobile industry has come a long way since the first car ran on the streets of Bombay in 1898. Today, automobile sector in India is one of the key sectors of the economy in terms of the employment. Directly and indirectly it
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employs more than 10 million people and if we add the number of people employed in the autocomponent and auto ancillary industry then the number goes even higher.
ORGANIZATION PROFILE OR COMPANY PROFILE:

HISTORY OF MANICKBAG: NAME OF GROUP FOUNDER OF THE MANICKBAG : MANICKBAG GROUP : DHARMAPPA MIRJI & MANICKCHAND SHAH YEAR OF ESTABLISHEMENT : 1920
Two families, Dharmappa Mirji and Manickchand Shah in the year 1920, founded the Manickbag Group. The name manickbag was adopted because it was started on a land, which was donated by one Mr. Manickchand P. Zaveri of Bombay to Jain Boarding, and it was full of Bamboo jungle and hence the area was known as Manickbag. This land was taken on long lease and Manickbag concerns got under way. Need for the projects Manickbag Automobiles (P) Ltd Belgaum popularly known as Manickbag Automobiles is an authorized dealer of Tata Passenger Cars caters to four districts of North Karnataka region. Manickbag Automobiles has to continuously evaluate its performance and customer satisfaction as it faces a stiff competition from other dealers in this region like dealers of Maruti Suzuki, Honda, Skoda, Toyota, Ford etc.
In this project a sincere effort has been made to find out the customers perception towards all versions of Tata Indica car and to evaluate the performance of these cars and measuring
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customer satisfaction level. The information will be collected from the owners/drivers of Tata Passenger Car in Belgaum region.\
Objectives of the Study:

Main Objectives: To measure the Customer satisfaction level on these cars. To know the Customer perception towards different versions of Tata Indica. To evaluate the performance of Tata Indica Passenger Cars. To find the awareness level about the different versions of Tata Indica. To know the factors influencing the buying
RESEARCH METHODOLOGY
Type of Research The project is based on Descriptive Research and Explorative research. Type of Data Both Primary & Secondary data will be collected for the project. Data Collection Method 1. Primary Data Questionnaire Questionnaire will be used as one of the instruments to collect the required data and as a guide to interview the target audience. The questionnaire is designed to be structured & non disguised type for the respondents. Personal interview Along with the questionnaire, the target audience will be asked questions, to get better insights about Tata Indica.
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Expert opinion To get the better insight and to know about some technical problems if any and to know about the Perception of customer about all versions of Tata Indica, we will be having discussion with local car mechanics 2. Secondary Data Websites, Newspaper & Magazines Product brochures Company officials Mechanics Farmers
Survey Method Initially personal interviews will be conducted with the existing customers/mechanics/company official to get better insights about passenger car market & Tata Indica, based on this information a questionnaire will be prepared which will be used to survey the target audience Population Owners/drivers/new buyer of passenger vehicle of Belgaum district. Sampling Unit Owners/drivers/new buyers of passenger cars. Sample Size From the Belgaum region 100 owners/drivers/new buyer of passenger cars. Will be selected for the study. Sampling Method Non probability, Convenient sampling method will be used for the survey.
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) Geographical Area The survey will be conducted in the geographical area of Belgaum.
2009
FINDING
1. Among respondents surveyed, 40% of the respondents have their income level between 1 lakh - 2lakhs, 53% have their income between 2.5lakhs-4lakhs & 7% have their income between 4lakhs & above 2. Out of 100 respondent, 6% own Indica DLE Indicab (AC), 15% have DLE (AC), 41% DLS (AC, PS), 19% have GLE (AC), 8% have GLE (LPG), 8% have GLS (AC, PS) and 3% of the respondents have GLS(LPG). 3. Out of 100 respondents surveyed, 49% expressed that they searched information for the car & 51%expressed that they have not searched for information.
RECOMMENDATION
1. Majority of the respondents were still unaware about different versions of Tata Indica passenger. Therefore I suggest the company personals should take initiative to create awareness about these versions. 2. According to the survey, most of the car buyers took at price of the vehicle. The Tata has always kept the best, reasonable price for his products and also has been successful in it. The Tata must set even better price for his products in the feature. 3. Most of the customers expressed concern over frequency of the maintenance & service problems faced by their vehicle and expressed high satisfaction over it. Therefore, I suggest them to re look at the vehicle & re-develop in order to stop the frequency of these problems.
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DISCUSSION AND CONCLUSION

1. Majority of the respondents is, 53% have their income level between 2, 50,000-4, 00,000 and most of them have business as their occupation. 2. Majority of the respondents have diesel engine Tata Indica with AC and power steering, as thing fuel is cheaper than petrol & efficient. 3. Almost 50% of the respondents searched for information before buying the car to select the best one.
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INDUSTRY PROFILE:
The automobile industry in Indiathe tenth largest in the world with an annual production of approximately 2 million unitsis expected to become one of the major global automotive industries in the coming years. A number of domestic companies produce automobiles in India and the growing presence of multinational investment, too, has led to an increase in overall growth. Following the economic reforms of 1991 the Indian automotive industry has demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions. The monthly sales of passenger cars in India exceed 100,000 units.
Automobile Industry in India has witnessed a tremendous growth in recent years and is all set to carry on the momentum in the foreseeable future. Indian automobile industry has come a long way since the first car ran on the streets of Bombay in 1898. Today, automobile sector in India is one of the key sectors of the economy in terms of the employment. Directly and indirectly it employs more than 10 million people and if we add the number of people employed in the autocomponent and auto ancillary industry then the number goes even higher.
The automobile industry comprises of heavy vehicles (trucks, buses, tempos, tractors); passenger cars; and two-wheelers. Heavy vehicles section is dominated by Tata-Telco, Ashok Leyland, Eicher Motors, Mahindra and Mahindra, and Bajaj. The major car manufacturers in India are Hindustan Motors, Maruti Udyog, Fiat India Private Ltd., Ford India Ltd., General Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Hyundai Motors India Ltd., and Skoda India Private Ltd., Toyota Motors, Tata Motors etc. The dominant players in the two-wheeler sector are Hero Honda, Bajaj, TVS, Honda Motorcycle & Scooter India (Pvt.) Ltd., Yamaha etc.
In the initial years after independence Indian automobile industry was plagued by unfavourable government policies. All it had to offer in the passenger car segment was a 1940s Morris model called the Ambassador and a 1960s Suzuki-derived model called the Maruti 800. The automobile sector in India underwent a metamorphosis as a result of the liberalization policies initiated in the 1991. Measures such as relaxation of the foreign exchange and equity regulations, reduction of
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tariffs on imports, and refining the banking policies played a vital role in turning around the Indian automobile industry. Until the mid 1990s, the Indian auto sector consisted of just a handful of local companies. However, after the sector opened to foreign direct investment in 1996, global majors moved in. Automobile industry in India also received an unintended boost from stringent government auto emission regulations over the past few years. This ensured that vehicles produced in India conformed to the standards of the developed world.
Indian automobile industry has matured in last few years and offers differentiated products for different segments of the society. It is currently making inroads into the rural middle class market after its inroads into the urban markets and rural rich. In the recent years Indian automobile sector has witnessed a slew of investments. India is on every major global automobile player's radar. Indian automobile industry is also fast becoming an outsourcing hub for automobile companies worldwide, as indicated by the zooming automobile exports from the country. Today, Hyundai, Honda, Toyota, GM, Ford and Mitsubishi have set up their manufacturing bases in India. Due to rapid economic growth and higher disposable income it is believed that the success story of the Indian automobile industry is not going to end soon.
Some of the major characteristics of Indian automobile sector are:

Second largest two-wheeler market in the world. Fourth largest commercial vehicle market in the world. 11th largest passenger car market in the world Expected to become the world's third largest automobile market by 2030, behind only China and the US.
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Research Report on "Indian Automobile Sector - A Booming Market"

De-licensing in 1991 has put the Indian automobile industry on a new growth track, attracting foreign auto giants to set up their production facilities in the country to take advantage of various benefits it offers. This took the Indian automobile production from 5.3 Million Units in 2001-02 to 10.8 Million Units in 2007-08. The other reasons attracting global auto manufacturers to India are the countrys large middle class population, growing earning power, strong technological capability and availability of trained manpower at competitive prices. These are the major findings of our new report, "Indian Automobile Sector - A Booming Market
In 2006-07, the Indian automotive industry provided direct employment to more than 300,000 people, exported auto component worth around US$ 2.87 Billion, and contributed 5% to the GDP. Due to this large contribution of the industry in the national economy, the Indian government lifted the requirement of forging joint ventures for foreign companies, which attracted global to the Indian market to establish their plants, resulting in heightened automobile production.
The Indian automobile market is currently dominated by two-wheeler segment but in future, the demand for passenger cars and commercial vehicles will increase with industrial development. Also, as India has low vehicle presence (with passenger car stock of only around 11 per 1,000 population in 2008), it possesses substantial potential for growth. Key Research Highlights
- Passenger car production in India is projected to cross three million units in 2014-15. - Sales of passenger cars during 2008-09 to 2015-16 are expected to grow at a CAGR of around 10%. - Export of passenger cars is anticipated to rise more than the domestic sales during 2008-09 to 2015-16. - Motorcycle sales will perform positively in future, exceeding 10 Million units by 2012-13. - Value of auto component exports is likely to attain a double digit figure in 2012-13. - Turnover of the Indian auto component industry is forecasted to surpass US$ 50 Billion in 2014-15.
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) Source:
2009
FPR
Key
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Information
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The information has been sourced from various authentic and reliable sources like books, newspapers, trade journals and white papers, industry portals, government agencies, trade associations, monitoring industry news and developments, and through access to more than 3000 paid databases.
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) Competitive industry, with global players Segment Commercial Vehicles Key Players
2009
Tata Motors, Ashok Leyland, Swaraj Mazda, Mahindra & Mahindra, Bajaj Tempo, Eicher Motors Tata Motors, Maruti Udyog, Honda Motors, Hyundai Motors, Toyota, Skoda, Mahindra & Mahindra, Daimler Chrysler, Hindustan Motors Hero Honda, Honda Motors, Bajaj Auto, TVS Motors, Yamaha, Kinetic Engineering Bajaj Auto, Piaggio India
Passenger Vehicles
Two Wheelers
Three Wheelers
The Indian automobile industry is highly competitive with a large number of players in each industry segment. Most of the global majors are present in the passenger vehicle and two wheeler segments. In the components industry too, global players such as Visteon, Delphi and Bosch are well established, competing with domestic players.
The presence of global competition has led to an overall increase in capabilities of the Indian auto sector. Increase in competition has led to a pressure on margins, and players have become increasingly cost efficient. Quality levels have gone up, and there is an increasing focus on compliance to TPM, TQM and Six Sigma processes. This has led to an increased confidence among domestic players, who are now focusing on opportunities abroad. Key players in the components sector like Bharat Forge and Sundaram Fasteners have become key global suppliers in their categories.
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Key Domestic & Foreign Players

Profile of Domestic Players Name of Parent the company company Tata Motors Ltd Largest commercial vehicle player in the country and one of the largest in the passenger vehicles segment Flagship company of the Mahindra Group;largest player in the tractorsegment in India Output Models Plants
Mahindra & Mahindra Ltd
Hindustan Motors Ltd.
A C.K Birla group flagship and one of the oldest auto companies in India.
Capacity 160,000units pa Volumes 171,870 units in 2004 Operating incomeUS$ 3.8 billion in 2005 Capacity 125,000units pa Volumes 69,737units in 2004 Operating IincomeUS$ 1.47 billion in 2005 Capacity - 64,000 units pa Volumes - 15,782 units Operating incomeUS$ 159.7 million in 2004 ---------
Sierra, Sumo, Pune Safari, Indica, (Maharashtra) Indigo
Armada, Bolero, Commander, Marshall, Maxx, Voyager, Scorpio
Mumbai, Nashik (Maharashtra)
Lancer, Ambassador, Contessa, Trekker, RTV, Pushpak, Pajero
Uttarpara (West Bengal), Pithampur (Madhya Pradesh), Trivellore (Tamil Nadu) Kanpur Ennore, two plants at Hosur, the assembly plants at Alwar, Bhandara, castings plant at Hyderabad
LML Ashok Leyland
Lohioa Group Hinduja group
Freedom, Graptor
Operating Income Multiaxle vehicles, US$ 952.9 tractor, ecomet, million in 2005 engines, Viking BSI, Viking BS-II, Vestibule Bus, 222 CNG bus etc
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) TVS Motor TVS Group
2009
Operating Income Mopeds - Excel, Hosur, Mysore US$ 641.9 Champ, TVS million in 2005 50Scooterettes ScootyMotorcycles - Max 100, Victor, Centra, Fiero Capacity 2.52million units paOperating Iincome - US$ 1.3 billion in 2005 Motorcycles 3 Plants at Boxer, CT 100, Akurdi, Discover, Wind, Waluj, Chakan Caliber, Pulsar, EliminatorScooters - Spirit, Saffire, Wave
Bajaj Auto
Bajaj Group
Profile of Overseas Players Name of the company Maruti Udyog Ltd Parent company Suzuki of Japan holds a 54.2 per cent stake in the company Output Capacity 500,000 units pa Volumes -472,122 units including exports in 2004 Operating iIncomeUS$ 2.4 billion in 2005 Capacity 150,000 units pa Volumes 171,905 units Models 800, Omni, Alto, WagonR, Zen, Baleno, Esteem, Gypsy, Vitara, Versa Plants Gurgaon (Haryana)
Hyundai Motors India Ltd
Wholly owned subsidiary of Hyundai Motor Company, S. Korea 100 per cent subsidiary of Daimler Chrysler group Subsidiary of Fiat Auto SpA
Santro, Accent, Sonata, Terracan
Irrungattukottai (Tamil Nadu)
Daimler Chrysler India Fiat Motors
Capacity E class, S class, 10,000 units pa C class Volumes - 1,640 units Capacity -50,000 Uno, Siena, Palio, units pa Palio Adventure Volumes 10,428 units
Pune (Maharashtra)
Mumbai (Maharashtra)
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) Ford Motors Ltd Ford Motor Company, the world's second largest automaker collaboration between General Motors Corporation and C.K. Birla Group of companies Capacity 100,000 units pa Volumes 45,723 units Capacity - 25,000 units pa Volumes - 17,986 Units Ikon, Mondeo
2009
Chengaipattu (Tamil Nadu)
General Motors Ltd
Astra, Corsa, Halol (Gujarat) Swing, Forrester, Vectra, Sail, Optra, Chevrolet Optra City, Accord, CR -V Noida (UP)
Honda Siel Established in 1995, with Honda Cars Motor Company, India (HSCI) (Japan) and Siel Ltd (India) being the key promoters. Toyota Kirloskar Joint venture between Kirloskar Group and Toyota Motor Corp. Auto Skoda Auto, based in Czech Republic, is a part of Volkswagen group Joint venture between Hero Group, the world's largest bicycle manufacturers and the Honda Motor Company of Japan Wholly owned subsidiary of Honda Motor Company Ltd., Japan
Capacity - 30,000 units pa Volumes - 20,550 Units
Capacity - 50,000 units pa Volumes - 42,549 Units
Qualis, Camry, Corolla
Bidadi (Karnataka)
Skoda India
Capacity - 10,000 Octavia, Laura units pa Volumes - 3,712 units Capacity - 2.8 million units pa Operating income - US$ 1.66 billion in 2005
Aurangabad (Maharashtra)
Hero Honda
Motorcycles CD 2 plants at Dawn, CD Deluxe, Daruhera and Splendour, Gurgaon Passion, Karizma, CBZ, Ambition 1 plant at
Honda 1 plant at Manesar Motorcycle & Scooters India Pvt. Ltd (HMSI)
CapacityScooters - Activa, 200,000 vehicles Dio, Eterno per annum Motorcycles Unicorn
Manesar
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Government Regulations and Support

The Government of India (GoI) has identified the automotive sector as a key focus area for improving Indias global competitiveness and achieving high economic growth. The Government formulated the Auto Policy for India with a vision to establish a globally competitive industry in India and to double its contribution to the economy by 2010. It intends to promote Research & Development in automotive industry by strengthening the efforts of industry in this direction by providing suitable fiscal and financial incentives. Some of the policy initiatives include: Automatic approval for foreign equity investment upto 100 per cent of manufacture of automobiles and component is permitted. The customs duty on inputs and raw materials has been reduced from 20 per cent to 15 per cent. The peak rate of customs duty on parts and components of battery-operated vehicles have been reduced from 20 per cent to 10 per cent. These new regulations would strengthen Indias commitment to globalisation. Apart from this, custom duty has been reduced from 105 per cent to 100 per cent on second hand cars and motorcycles. National Automotive Fuel Policy has been announced, which envisages a phased programme for introducing Euro emission and fuel regulations by 2010. Tractors of engine capacity more than 1800 cc for semi-trailers will now attract excise duty at the rate of 16 per cent. Excise duty is being reduced on tyres, tubes and flaps from 24 per cent to 16 per cent. Customs duty on lead is 5 per cent. A package of fiscal incentives including benefits of double taxation treaty is now available.
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These government policies reflect the priority government accords to the automobile sector. A liberalised overall policy regime, with specific incentives, provides a very conducive environment for investments and exports in the sector.
The outlook for Indias automotive sector appears bright

The outlook for Indias automotive sector is highly promising. In view of current growth trends and prospect of continuous economic growth of over 5 per cent, all segments of the auto industry are likely to see continued growth. Large infrastructure development projects underway in India combined with favorable government policies will also drive automotive growth in the next few years. Easy availability of finance and moderate cost of financing facilitated by double income families will drive sales in the next few years.
India is also emerging as an outsourcing hub for global majors. Companies like GM, Ford, Toyota and Hyundai are implementing their expansion plans in the current year. While Ford and Toyota continue to leverage India as a source of components, Hyundai and Suzuki have identified India as a global source for specific small car models.
At the same time, Indian players are likely to increasingly venture overseas, both for organic growth as well as acquisitions. The automotive sector in India is poised to become significant, both in the domestic market as well as globally.
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Passenger Car Market in India

Introduction: India is believed to be the fourth-largest passenger car market in Asia comprising a range
of cars belonging to different price segments and car segments. Starting from a 2-seater car, the Reva to a 7-seater SUV, Volvo XC90, the Indian car industry has huge portfolio of cars. In terms of price segment, India has a car starting from Rs 1 lakh, the upcoming Nano, to the one like Audi, Mercedes, and Bentley selling out in crore. With the moving pace of time, Indian auto industry has gradually come up with various innovations and advancements. Some of the leading car manufacturers like the Tata Motors, Hyundai Motors, Honda Seil India, and Maruti Suzuki have also proved their worth in terms of production, designing, and marketing across the globe. These manufacturers have good number of cars crossing boundaries and winning appreciations. Many other global auto manufacturers have made their debut to India with their slew of car launches.The global car manufacturers are investing on Indian market eyeing the growing earning potential, strong technological capability, availability of cheap and trained human resources. This further gave a boost to Indian car exports. Low cost of production along with low cost of designing and research has also contributed to increasing car exports. According to the industry reports, the fiscal 2001-2002 recorded an increase of 5.3 million units which increased to 10.8 million units in the fiscal 2007-2008. The financial year 2007-2008 recorded a growth of 19%. The production of passenger cars in India is expected to grow to over 14 million units in 20142015 and the sales are expected to increase at a rate of 10% per annum. The manufacturing of passenger cars in Indian car industry has recorded an overall growth of over 8%. Every year the rate of production is increased because of the advancing technology and increasing number of establishments in terms of production houses and design centers. Recently, many car manufacturers like Hyundai, Maruti Suzuki, and Fiat have established their design centers in the country. Furthermore, most of the car manufacturers are eyeing India as a hub for small car production.
The rising cost competition in the developed car markets coupled with high input cost pressure contributed to the increasing sales figure of passenger cars in the country. During financial year 2005-06, passenger vehicle sales witnessed a growth of 7.55% over the previous year. The major players are still in the process of expanding their production capacity and roll out more car models in response to the needs and aspirations of Indian car consumers.
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HISTORY OF TATA MOTORS

Established in 1945, Tata Motors is Indias largest automobile company, with revenues of Rs. 24,000 crore (USD 5.5 billion) in 2005-06. the company began manufacturing vehicles in 1954 with 15-year collaboration agreement with Daimler Benz of Germany. It is the leader by far in commercial vehicles in each segment, and the second largest in the passenger vehicles market with winning product in the compact, midsize and utility vehicles segment. The company is the worlds fifth-largest medium and heavy commercial vehicles manufacturer. The companys 22000 employees are guided by the vision 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 3.5 million Tata vehicles ply on Indian roads, since the first rolled out 1954. the companys manufacturing base is spread across Jamshedpur, pune, and Lucknow , supported by a nation-wide dealership, sales, services and spare part network comprising about 1200 touch points. Tata Motors, the first company from Indias engineering sector to be listed in the New York Stock Exchange manufacturing base is spread Jamashedpur, Pune, Lucknow, supported by nation-wide dealership, sales, services and spare parts network comprising about 1200 touch points.
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. Hispanics presence is being expanded in other markets. These acquisitions will further extend Tata Motors Global footprint, established through exports since 1961. the companys commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, Australia South East Asia and South Asia. It has assembly operations in Malaysia, Kenya, Bangladesh, Spain, Ukraine, Russia and South Senegal.
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The foundation of the companys growth over the last 50 years is a deep understanding of economic stimuli and customer needs the ability to translate them into customer desired offering through leading edge R&D. with 1,400 engineers and scientists, the companys Engineering Research centre, established in 1966, has enable pioneering technologies and products. It was Tata Motors, which developed the first indigenously developed light commercial vehicles, Indias first Sports Utility vehicle and in 1998 the Tata Indica, Indias first fully indigenous passenger car. Within two years of launch, Tata Indica became Indias largest selling car in its segment. The pace of new product development has quickened. In 2005, Tata motors created a new segment by launching the Tata Ace, Indias first indigenously developed mini-truck. The year to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. R&D is also focusing 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 mailing 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 initiative on human rights, labor and environment standards in compliance with the principles of the Global Compact. Simultaneously, it also plays an active role of community development, serving rural communities adjacent to its manufacturing locations. With the foundation of its rich heritage, Tata Motors today is etching a refulgent a refulgent future.
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) INTRODUCTION OF TATA MOTORS
2009
There is a different between making money for one self and creating wealth for others. This is a story of a business house that has created wealth for nation. The story of struggle, anxiety, adventure and achievement the story of our pioneers. JAMSETJI TATA, the founder of Indian largest and international best known group of companies, began with a textile mill in central India in the 1870s. His powerful vision inspired the steel and power industries in the countries, set the foundation for technical education, and philosophy, and helped India leap frog the from the dark ages to the threshold of the 21st century. Under sir DARABJI TATAS stewardship the grand vision of his father Jamsetji was implemented and many new initiative were launched under his leadership, the sir Darabji Tatas trust (1932), the premier founder of the Tatas. Jemsetji younger son, sir Ratan Tata had a very distinct personality of his own, that reflected his sensitive understanding if human endeavor and his desire to utilize his considerable wealth to enhance the quality of public life. A philanthropist all his life, he created a trust fund for The advancement of learning and for the relief of the human suffering and other works of public utility. The Tata group has always sought to be a value driver origination. These values continue to direct the groups growth and businesses: Integrity Understanding Excellence Unity Responsibility
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) Integrity:
2009
We must conduct over business fairly, with honesty and transparency. Everything we do must stand the test of the public scrutiny. Understanding: We must be caring show respect, compassion and humanity for our colleagues customers around the world and always work for the benefit of India. Excellence: We must constantly shrive to achieve the highest possible standards in our day to day work and in the quality of the goods and services we provide. Unity: We must work cohesively with our colleagues across the group and with our customers and partners around the world, building strong relationships based on tolerance, understanding and mutual co-operation. Responsibility: We must continue to be responsibility, sensitive to the countries, customers and environment in which we work, always ensuring that what comes from the people go back to the people many time over. Tata Motors ltd is Indias largest automobile company, with revenue of Rs.32,426 crores [USD 7.2billion] in 2006-07. it is the leader by far in commercial vehicles in each segment, and the second largest in the passenger vehicles market with winning products in the compact, midsize car and utility vehicle segments. The company is the worlds fifth largest medium and heavy commercial vehicle manufacturer, and the worlds second largest medium and heavy bus manufacturer. The companys 22,000 employees are guided by the vision to be Best in the manner in which we operate, best in the products we driver, and best in our value system and ethics. Tata motors helps its employees realize their potential through innovative HR practices. The
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companys goal is to empower and provide employees with dynamic career paths in congruence with corporate objectives. Regular in-house and external training ensures all-round potential development and performance improvement. The company has won several awards recognizing its training programs.
Business Description:
TATA MOTORS LTD. The groups principal actives are to manufacture and market Heavy, Medium, and Light Commercial vehicles and passenger cars. The group operates in two segments: 1. Automotives 2. Others
Automotive segment includes the business of automotive products of all types of commercial and passenger vehicles. Other segment includes construction equipment, engineering solution, automotive components and software operation of subsidiaries. The group also manufactures spare parts for vehicles, marine engines, casting and forging. The manufacturing plants are located in Jamshedpur, pune, Lucknow and Dharwad.
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ORGANIZATION PROFILE OR COMPANY PROFILE:

HISTORY OF MANICKBAG: NAME OF GROUP FOUNDER OF THE MANICKBAG : MANICKBAG GROUP : DHARMAPPA MIRJI & MANICKCHAND SHAH YEAR OF ESTABLISHEMENT : 1920
Two families, Dharmappa Mirji and Manickchand Shah in the year 1920, founded the Manickbag Group. The name manickbag was adopted because it was started on a land, which was donated by one Mr. Manickchand P. Zaveri of Bombay to Jain Boarding, and it was full of Bamboo jungle and hence the area was known as Manickbag. This land was taken on long lease and Manickbag concerns got under way. First Manickbag Rice Mill was started then it was diversified to manickbag Soap Factory. Due to some policy matter it was closed and Groundnut oil mill started. This group believes in honesty and quality so they were successful in producing the product, which was accepted abroad also Manickbag Oil mills exported the groundnut oil. In the year two young family members turned their focus to the business. Manickag owned a few petrol-fueled trucks, so to maintain these trucks small workshop was started as Manickbag Engineers. Soon engines came in market. Taking advantage of this opportunity Manickbag Engineers converting petrol trucks into diesel by changing the engine assembly. Simpson was the leading manufacture of diesel engine then and they offered the dealership for their engines to Manickbag in the year 1951. The MICO dealership was acquired in 1956. At same time Ashok Leyland Sub dealership under Sundaram motors was taken in 1956 in the name of manickbag Automobiles. Then for rebuilding a full-fledged Machine shop was started. In the year 1956 separated firm as Manickbag Diesel started exclusive for Micro product and
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2009
Manickbag Garage Industries for Machine shop and Leyland Service for repairs and service of Leyland vehicles. In the year 1974 a branch of manickbag Diesel for MICO was opened in Bijapur. In the year 1984 Manickbag Automobiles opened a branch for Ashok Leyland at Hubli. In the year 1980 (24/09/1980)Sundram Clyaton TVS Moped dealership was taken. The TVS Motor Co ltd (Ind-Suzuki) motorcycle dealership was started on 28-05-1984 in Manickbag Engineers. Further branches were opened at Bijapur Ankola. In 1991 Manickbag Automobiles shifted from Ashok Leyland to TATA MOTORS. PRESENT BUSINESS LINES: Hindustan Petroleum Simpson MICO Kirloskar Bearings TVS Motor Co. - Since 1950 - Since 1951 - Since 1956 - Since 1975 - Since 1980
Sesa Goa Pig iron Coke and coal - Since 1990 Tata motors Tata Motors - Since 1992 - Since 1995 (started separate passenger division)
BRANCHES:
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2009
Head office
Belgaum
1997 state of Art Dealership facility started at Belgaum
1. Hubli 2. Bijapur 3. Ankola 4. Gulbar 5. Gokak Service set up: 1. Bagalkot 2. Bidar 3. Chikkodi
Achievements : Best Dealership Award from TATA Motors (TELCO) Best Dealership Award from MILCO Best Dealership Award from TVS Motor Co.
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2009
The sister concern are as follows
MANICKBAG AUTOMOBILES MANICKBAG ENGINEERS MANICKBAG SERVICES MANICKBAG OIL MILLS This is our planet and creating a sustainable future is a passionate mission Manickbag is exclusive showroom for TATA Motors situated at Udyambag khanapur road Belgaum, which is covering 6 districts namely Bagalkot, Bijapur, Dharwad, Gadag, Belgaum and Haveri. It is having small showroom at Ankola and Bijapur to cover those areas, which are working under the guidance of Manickbag the main branch. It uses promotional activities such as periodical advertisement, Offers Insurance, Road Shows, Demonstration. Sales executives are playing important role in attaining the enquires of their customers, the present enquiry a purchasing ratio of customer is 3:1. Since Manickbag is the only big showroom the promotional activities conducted are not reaching effectively to customers of other district, it show that most of their sales are in and around Dharwad district simultaneously it is loosing customers in other districts.
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) MARKETING
2009
Markting deals with customer. It is the delivery of customer satisfaction at a profit. Customer is a king in business and Manickbag follows this trend and know how to attract customer and keep them satisfied. This is the art which is necessary in every service industry. It is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products value with others. Manickbag has adopted various methods of marketing such as: 1. Contacts 2. Counter 3. Advertisement 4. Casual visit 5. After sales service 6. Banks 1. Contacts: Manickbag contact the known people and tell them about their product range. 2. Counter: This is where people come and visit manickbag for enquiry. 3. Advertisement: They give ads in newspaper regarding any scheme or launch of new vehicle. 4. Casual visit: Sometimes sales executives visit the house of the customer and ask them about the vehicle purchased by them. This creates a good relationship between the executives and the company and in turn with the customer.
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2009
5. After sales service: This is best way as they can provide better service to the customer. 6. Banks: Banks are one of the means of attracting people Manickbag provides in house finance facilities i.e. (TATA Motor finance) and in house insurance. ORGANIZATIONAL STRUCTURE The structure of the company refers to the authorities and responsibilities of the employees.
DIRECTORS
MANAGING DIRECTOR
SALES DEPARTMENT
SPARES DEPARTMENT
SERVICE DEPARTMENT
ACCOUNTS DEPARTMENT
MANAGER
MANAGER
MANAGER
MANAGER
SALES CO-ORDINATOR
STORE KEEPER
SERVICE STAFF
ACCOUNTS STAFF
SALES EXECUTIVE
SUPERVISOR
SERVICE ADVISOR
SUPERVISOR
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) PRODUCTS
2009
Tata moters Manickbag automobile pvt ltd is purely passenger vehicles dealer company. INDICA, INDICA V2, VICTA DL TURBO, SUMO, SPACIO GOLD PLUS, INDIGO MARINA these all are the products sale by the Manickbag Automobiles. PRODUCT PROFILE INDICA PROFILE:-
INDICATill about 2 years ago, India was no different from other less developed contries in one crucial respect, it has not designed and produced a car indigenously. Indias case was ever curiouser, the country had sent missiles into space but had not been able to produce a car indigenously. This situation changed with the launch Tata indica in December 1998.
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2009
This basic concept of the car was set the out in 1995. the car should, it was decided, be designed around the specific needs of the Indian car owner. The inside space of Indica car is same as of ambassador car which is consider to offer the optimum space for the typical Indian family. The external dimensions of indica car are equivalent to Maruti Zen. Almost 90* wide opening doors made easy entry and exit for the passengers; this meant 4 independent suspensions and raised back seat. Indica car is the world-class standards of safety. The indica car is economic. The price of indica car is approximating of Maruti 800. Contemporary design. Tata companys designers at its Engineering Research Centre (ERC) created some renderings of the car which were refined and finalized in association with the famous Milan, based design house I.D.E.A. Total number of engineers who worked on Indica project 200. Number of diesel specially manufactured for indica 740. Time taken from conception to completion 31 months. Number of components specially developed for indica 3885. Cost of project Rs. 1700 crore Number of production fixtures created for indica 4010
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2009
COLOURS OF INDICA CARS STONE BLUE
SAFFRE GOLD
PEARL SILVER
EMERALD GREEN
MINT WHITE
MICA BLACK
INDIANA RED
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) INDICA V2
2009
Tata engineering today announced the launch of Indica V2, the next stage of condition of diesel indica. The indica v2 is engineered to deliver high standards of drive comforts, handling and performance and safety, as also to meet growing customer expectation in the market. Due to some problem in indica, these problems were overcome and brought together the improvements and refinements that have gone on indica since its launch. Besides, the indica v2 as features and performances characteristics deserves of a car in this segment for tomorrows market. The v2 is the next generation indica that builds on the confidence of over 90000 customers that exist today in less than 2 years of its launch. Most of the changes appear under the skin in the suspension system, engine and gearbox technology while the most visible are the wider types that the car now sports far enhanced drive comforts and safety. Tata engineering announced the launch of 2 new power steering versions of the indica DLS in diesel indica v2 range. The new power steering models are positioned attractively above the air conditioned models and come with body colored bumpers and 4 spoke soft feel power steering wheel with dropping flow features in it. This indica v2 has a side impact beams with all 4 wheel arcs followed with side rubbing rails. The warranty has been extended from 18 months to 36 months.
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) Indicas Competitors:
2009
Indica through the best car around has to face a lot of competition from Maruti, Hyndai, etc. and the new cars that have entred into the market. Colors of Indica V2:
Mint white Artic silver Pastel green Odyssey blue Salsa red Carbon black Satin glow Cavern grey
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2009
INDICAS PRODUCTS PETROL VARIANTS
INDICA XETA GL {EURO III} INDICA XETA GLE {EURO III} INDICA XETA GLS{EURO III} INDICA XETA GLG{EURO III} INDICA XETA GLX{EURO III} DIESEL N.A. VARIANTS
INDICA N.A.DLS {EURO II}
INDICA N.A.DLS {EURO III} DIESEL TURBO VARIANTS
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2009
INDICA TURBO DLS {EURO III} INDICA TURBO DLG {EURO III} INDICA TURBO DLX {EURO III}
DIESEL TAXI VARIANTS
INDICAB TAXI DL {EUROII} INDICAB TAXI DLE {EUROII} INDICAB TAXI DL {EUROIII} INDICAB TAXI DLE {EUROIII}
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) OTHER VARIANTS PRODUCTS SPACIO GOLD PLUS
2009
[3-lit turbo engine, 15 kmpl mileage, Good NVH, power steering, 4.9 mtr turning circle radius, underbody spare wheel,] VICTA DL TURBO SUMO
[15 kmpl mileage, Dl turbo tech., 70 PS power, Turning Circle Radius of small car, HVAC, Keyless entry, CD/MP3 Player] INDICA V2 DICOR
[ 15 kmpl, techo mtr, digital clock, power steering, low fuel & high engine Temp warning lamps, 70 PS @4000rmp]
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) INDIGO MARINA
2009
[15 kmpl, techo mtr HVAC, Keyless entry, CD/MP3 Player 70 PS @4000rmp & 140 Nm @ 1800-3000rmp]
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) RESEARCH STUDY
2009
Introduction to the Project: Automobile Industry in India has witnessed a tremendous growth in recent years and is all set to carry on the momentum in the foreseeable future. Indian automobile industry has come a long way and is one of the key sectors of the economy in terms of the employment. In the recent years many foreign automobile companies have stepped into the Indian market, making it more intensive and competitive. The automobile companies are coming up with new innovative models with different features, colour, and look whereas the dealers in collaboration with these companies are coming up with different service and maintenance schemes in order to attract the customers. 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 the launch of three more vehicles, Tata Estate (1992, a stationwagon design based on the earlier 'TataMobile' (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. In my Summer Inplant Project duration, I am going to conduct a research study on Customer Satisfaction on the Tata Indica Passenger Car (all versions). Need for the projects Manickbag Automobiles (P) Ltd Belgaum popularly known as Manickbag Automobiles is an authorized dealer of Tata Passenger Cars caters to four districts of North Karnataka region. Manickbag Automobiles has to continuously evaluate its performance and customer satisfaction as it faces a stiff competition from other dealers in this region like dealers of Maruti Suzuki, Honda, Skoda, Toyota, Ford etc.
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2009
In this project a sincere effort has been made to find out the customers perception towards all versions of Tata Indica car and to evaluate the performance of these cars and measuring customer satisfaction level. The information will be collected from the owners/drivers of Tata Passenger Car in Belgaum region.
Project Details Topic of the Study

A Study on CUSTOMER SATISFACTION ON THE TATA INDICA PASSENGER CAR (ALL VERSIONS) in Belgaum city.
Objectives of the Study:

Main Objectives: To measure the Customer satisfaction level on these cars. To know the Customer perception towards different versions of Tata Indica. To evaluate the performance of Tata Indica Passenger Cars. To find the awareness level about the different versions of Tata Indica. To know the factors influencing the buying behavior of customers.
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2009
RESEARCH METHODOLOGY
Type of Research The project is based on Descriptive Research and Explorative research. Type of Data Both Primary & Secondary data will be collected for the project. Data Collection Method 1. Primary Data Questionnaire Questionnaire will be used as one of the instruments to collect the required data and as a guide to interview the target audience. The questionnaire is designed to be structured & non disguised type for the respondents. Personal interview Along with the questionnaire, the target audience will be asked questions, to get better insights about Tata Indica. Expert opinion To get the better insight and to know about some technical problems if any and to know about the Perception of customer about all versions of Tata Indica, we will be having discussion with local car mechanics 2. Secondary Data Websites, Newspaper & Magazines Product brochures Company officials Mechanics Farmers
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2009
Survey Method Initially personal interviews will be conducted with the existing customers/mechanics/company official to get better insights about passenger car market & Tata Indica, based on this information a questionnaire will be prepared which will be used to survey the target audience Population Owners/drivers/new buyer of passenger vehicle of Belgaum district. Sampling Unit Owners/drivers/new buyers of passenger cars. Sample Size From the Belgaum region 100 owners/drivers/new buyer of passenger cars. Will be selected for the study. Sampling Method Non probability, Convenient sampling method will be used for the survey. Geographical Area The survey will be conducted in the geographical area of Belgaum.
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2009
DATA ANALYSIS AND INTERPRETATION Frequency Table1: Annual Income of the respondent
Annual incom e of the res ponde nt Cumulativ e Percent 39.6 92.7 100.0
V alid
Mis sing Total
Frequenc y 100000-250000 38 250000-400000 51 400000 & abov e 7 Total 96 System 4 100
Percent 38.0 51.0 7.0 96.0 4.0 100.0
V alid Percent 39.6 53.1 7.3 100.0
Graph1: Annual Income of the respondent

60
50
53
40 40
Percent
30
20
10 7 0 100000-250000 250000-400000 400000 & above
Annual income of the respondent
Interpretation :
Among respondents surveyed, 40% of the respondents have their income level between 1 lakh2lakhs, 53% have their income between 2.5lakhs-4lakhs & 7% have their income between 4lakhs & above.
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2009
Frequency Table2: Variant of Tata Indica Passenger car

At pre se nt w hich var iant of Tata Indica pas s enge r car do you ow n? Cumulativ e Percent 6.0 21.0 62.0 81.0 89.0 97.0 100.0
Valid
DLE Indicab (AC) DLE(AC) DLS (AC,PS) GLE (AC) GLE (LPG) GLS (AC,PS) GLS (LPG) Total
Frequenc y 6 15 41 19 8 8 3 100
Percent 6.0 15.0 41.0 19.0 8.0 8.0 3.0 100.0
Valid Percent 6.0 15.0 41.0 19.0 8.0 8.0 3.0 100.0
Graph 2: Variant of Tata Indica Passenger car
50
40
41
Percent
30
20 19 15 10 8 6 0 DLE Indicab (AC) DLS (AC,PS) GLE (AC) GLE (LPG) DLE(AC) GLS (AC,PS) 3 GLS (LPG) 8
At present which v ariant of Tata Indica passenger car do y ou own?
Interpretation:
Out of 100 respondent, 6% own Indica DLE indicab (AC), 15% have DLE (AC), 41% DLS (AC, PS), 19% have GLE (AC), 8% have GLE (LPG), 8% have GLS (AC, PS) and 3% of the respondents have GLS(LPG).
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2009
Frequency Table 3: Searching Information before buying car

Did you se ar ch inform ation for buying the car? Cumulativ e Percent 49.0 100.0
Valid
YES NO Total
Frequenc y 49 51 100
Percent 49.0 51.0 100.0
Valid Percent 49.0 51.0 100.0
Graph 3: Searching Information before buying car
60
50 49 40
51
Percent
30
20
10
0 YES NO
Did y ou search inf ormation f or buy ing the car?
Interpretation:
Out of 100 respondents surveyed, 49% expressed that they searched information for the car & 51%expressed that they have not searched for information.
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2009
Frequency Table 4: Comparison with other car brands

Did you com par e w ith othe r car brands that you w e re aw are off? Cumulativ e Percent 44.0 100.0
Valid
YES NO Total
Percent 44.0 56.0 100.0
Graph 4: Comparison with other car brands

60 56 50
40
44
Percent
30
20
10
0 YES NO
Did y ou compare with other car brands that y ou were aware of f ?
Interpretation:
Among the respondents surveyed , 44% expressed that they compared the car with the other Brands they were aware off.
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2009
Frequency Table 5: Age of the Car

Fr om how m any year s you are using your e xis ting car? Cumulativ e Percent 24.0 83.0 93.0 100.0
Valid
Frequenc y Less than 2years 24 2 - 4 years 59 4 - 6 years 10 More than 6 years 7 Total 100
Percent 24.0 59.0 10.0 7.0 100.0
Valid Percent 24.0 59.0 10.0 7.0 100.0
Graph 5: Age of the Car

70 60 59 50
Percent
40
30 24
20
10 10 7 0 Less than 2years 2 - 4 years 4 - 6 years More than 6 years
From how many y ears y ou are using y our existing car?
Interpretation:
Among the respondents surveyed, 24% of the respondents expressed that they have vehicle of age less than 2 years, 59% of the vehicle are between 2-4years, 10% between 4-6 years & 7% of vehicle have age more than 6 years.
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2009
Frequency Table 6: Source of Awareness

How did you com e to k now about the exis ting car? Cumulativ e Percent 19.0 38.0 76.0 100.0
Valid
Company personal Friends Media Self Total
Frequenc y 19 19 38 24 100
Percent 19.0 19.0 38.0 24.0 100.0
Valid Percent 19.0 19.0 38.0 24.0 100.0
Graph 6: Source of Awareness

40 38
30
Percent
24 20 19 19
10
0 Company personal Fri ends Media Self
How did y ou come to know about the existing car?
Interpretation:
Out of the 100 respondents, 19% came to know about their vehicle through company personal, 19% from friends, 38% from media & 24% of them knew themselves.
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2009
Frequency Table 7: Factors Influenced to buy Car

What influe nce d you to buy your e xis ting car? Cumulativ e Percent 11.0 27.0 48.0 88.0 90.0 100.0
V alid
Necess ity Status Family Friends A dv ertisements Others Total
Frequenc y 11 16 21 40 2 10 100
Percent 11.0 16.0 21.0 40.0 2.0 10.0 100.0
V alid Percent 11.0 16.0 21.0 40.0 2.0 10.0 100.0
Graph 7: Factors Influenced to buy Car

50
40
40
Percent
30
20 16 10 11
21
10
0 Necessity Status Family Fri ends Advertis ements Others
What inf luenced y ou to buy y our existing car?
Interpretation:
Among the respondents surveyed, 40% of them were influenced by friends, 21% by family, 16% were influenced by status and 11% of respondents expressed that they had necessity to buy the vehicle.
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2009
Frequency Table 8: Ranking features of car which influenced to buy

Rank the follow ing fe atures of your car w hich influence d you to buy that par ticular car? Cumulativ e Percent 25.0 71.0 78.0 88.0 91.0 96.0 100.0
Valid
Price Mileage Design & Tec hnology Brand Resale v alue Comf ort Utility Total
Frequenc y 25 46 7 10 3 5 4 100
Percent 25.0 46.0 7.0 10.0 3.0 5.0 4.0 100.0
Valid Percent 25.0 46.0 7.0 10.0 3.0 5.0 4.0 100.0
Graph 8: Ranking features of car which influenced to buy

50 46 40
Percent
30
25 20
10 10 7 0 Price Design & T echnology Mileage Brand 3 Resale value Comfort 5 4 Utility
Rank the f ollowing f eatures of y our car which inf luenced y ou to buy that
Interpretation:
Among the respondents surveyed 46% ranked mileage as a feature which influenced them lot to by that car, 25% ranked price and 10% of the respondents ranked the brand equity of Tata.
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2009
Frequency Table 9: Level of Importance - Comfortness

Level of im por tance - Com for tne ss Cumulativ e Percent 87.0 99.0 100.0
Valid
mos t important Impotantant Neutral Total
Frequenc y 87 12 1 100
Percent 87.0 12.0 1.0 100.0
Valid Percent 87.0 12.0 1.0 100.0
Graph 9: Level of Importance - Comfortness

100
87 80
Percent
60
40
20 12 0 most important Impotantant Neutral
Lev el of importance - Comf ortness
Interpretation e:
Among the respondents surveyed 87% expressed that the level of comfortness is most important while buying a car.
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2009
Frequency Table 10: Level of Importance - Price

Level of im por tance - Pr ice Cumulativ e Percent 83.0 96.0 100.0
Valid
mos t important Impotantant Neutral Total
Percent 83.0 13.0 4.0 100.0
Valid Percent 83.0 13.0 4.0 100.0
Graph 10: Level of Importance - Price

100
80
83
Percent
60
40
20 13 0 most important Impotantant Neutral
Lev el of importance - Price
Interpretation:
Among the respondent surveyed, 83% expressed that the price is a most important attribute while buying a car.
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2009
Frequency Table 11: Level of Importance - Power

Level of im portance - Pow e r Cumulativ e Percent 73.0 85.0 97.0 99.0 100.0
V alid
Frequenc y mos t important 73 Impotantant 12 Neutral 12 Leas t importanc e 2 V ery leas t importance 1 Total 100
Percent 73.0 12.0 12.0 2.0 1.0 100.0
V alid Percent 73.0 12.0 12.0 2.0 1.0 100.0
Graph 11: Level of Importance - Power

80 73 60
Percent
40
20
12 0 most important Impotantant
12
Neutral
Very least importanc Least importance
Lev el of importance - Power
Interpretation:
Among the respondents surveyed, majority of the respondents is, 73% expressed that the power of vehicle is a most important attribute while buying a car.
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2009
Frequency Table 12: Level of Importance - Fuel Consumption

Level of im portance - Fuel cons um ption Cumulativ e Percent 73.0 76.0 86.0 98.0 100.0
V alid
Percent 73.0 3.0 10.0 12.0 2.0 100.0
V alid Percent 73.0 3.0 10.0 12.0 2.0 100.0
Graph 12: Level of Importance - Fuel Consumption

80 73 60
Percent
40
20
10 0 most important Impotantant Neutral
12
Very least importanc Least importance
Lev el of importance - Fuel consumption
Interpretation:
Among the respondents surveyed, majority of the respondent is, 73% expressed that the fuel efficiency of a vehicle is also a most important attribute while buying a car.
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2009
Frequency Table 13: Level of Importance - Safety

Level of im portance - Safe ty Cumulativ e Percent 74.0 75.0 79.0 91.0 100.0
V alid
Percent 74.0 1.0 4.0 12.0 9.0 100.0
V alid Percent 74.0 1.0 4.0 12.0 9.0 100.0
Graph 13: Level of Importance - Safety

80 74
60
Percent
40
20
12 9 0 most important Impotantant 4 Neutral Very least importanc Least importance
Lev el of importance - Saf ety
Interpretation:
Out of 100 respondents, 74% expressed safety as a most important a attribute while buying a car, 12% least importance and 9% expressed it a very least important.
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2009
Frequency Table 14: Level of Importance - Resale value

Level of im portance - Re sale value Cumulativ e Percent 73.0 74.0 75.0 90.0 100.0
V alid
Percent 73.0 1.0 1.0 15.0 10.0 100.0
V alid Percent 73.0 1.0 1.0 15.0 10.0 100.0
Graph 14: Level of Importance - Resale value

80 73 60
Percent
40
20 15 10 0 most important Impotantant Neutral Very least importanc Least importance
Lev el of importance - Resale v alue
Inference:
Out of respondents, 73% expressed resale value as a most important attribute while buying a car, 15% expressed it as least important & 10% very least important
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2009
Frequency Table 15: Awareness of all versions of Tata Passenger Car

Are you aw are of all ve rs ions of Tata Indica Pas se nge r car? Cumulativ e Percent 29.0 100.0
Valid
YES NO Total
Percent 29.0 71.0 100.0
Graph 15: Awareness of all versions of Tata Passenger Car

80
71 60
Percent
40
29 20
0 YES NO
Are y ou aware of all v ersions of Tata Indica Passenger car?
Interpretation:
Among the respondents surveyed 71% of the respondents expressed that they were not aware of all versions of tata indica passage car.
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2009
Frequency Table 16: Rating of Mileage given by vehicle

How w ill you rate the m ile age given by your ve hicle ? Cumulativ e Percent 17.0 82.0 95.0 100.0
Valid
Very good Good Neither good nor poor poor Total
Frequenc y 17 65 13 5 100
Percent 17.0 65.0 13.0 5.0 100.0
Valid Percent 17.0 65.0 13.0 5.0 100.0
Graph 16: Rating of Mileage given by vehicle

70 65 60
50
Percent
40
30
20 17 10 13 5 Very good Good Neither good nor poo poor
How will y ou rate the mileage giv en by y our v ehicle?
Interpretation :
Among the respondents rates surveyed 65% of the respondents expressed that the mileage given by their vehicle as good 17% expressed it as very good, 13% neither good non poor & 5 rated as a poor.
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2009
Frequency Table 17: Rating the level of Comfortness

How w ill you rate the le ve l of com fortne ss of your vehicle? Cumulativ e Percent 34.0 91.0 97.0 99.0 100.0
V alid
V ery good Good Neither good nor poor poor very poor Total
Frequenc y 34 57 6 2 1 100
Percent 34.0 57.0 6.0 2.0 1.0 100.0
V alid Percent 34.0 57.0 6.0 2.0 1.0 100.0
Graph 17: Rating the level of Comfortness

70
60 57 50
Percent
40 34
30
20
10 0 Very good Good 6 Neither good nor poo poor very poor
How will y ou rate the lev el of comf ortness of y our v ehicle?
Interpretation:
Out of the 100 respondents surveyed ,57% rated the level of comfortness given by their vehicle as good,34% rated very good and 6% rated it as neither good nor poor.
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2009
Frequency Table 18: Rating the Frequency of Maintenance and Repair

How w ill you rate the fre que ncy of m ainte nance s ervice and r epair ne eds of your ve hicle ? Cumulativ e Percent 23.0 75.0 89.0 96.0 100.0
Valid
Very f requent Frequent Neither frequent nor f requent Inf requent very f requent Total
Frequenc y 23 52 14 7 4 100
Percent 23.0 52.0 14.0 7.0 4.0 100.0
Valid Percent 23.0 52.0 14.0 7.0 4.0 100.0
Graph 18: Rating the Frequency of Maintenance and Repair

60
50
52
40
Percent
30
20
23
10
14 7
0 Very fre quen t Neith er fre quen t nor Fre quen t Inf reque nt
4 very freq uent
How will y ou rate the f requency of m aintenance serv ice and repair needs
Interpretation:
Among the respondents surveyed , 52% expressed that the maintenance & repair needs of their vehicle is frequent , 23% expressed it is very frequent 14% it is neither frequent nor frequent, 7% infrequent & 5% very frequent.
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2009
Frequency 19: level of satisfaction-mileage

Level of s atisfaction - Mileage Cumulativ e Percent 88.0 99.0 100.0
Valid
Highly s atis f ied satisf ied neither s atis f ied nor dis satisf ied Total
Percent 88.0 11.0 1.0 100.0
Valid Percent 88.0 11.0 1.0 100.0
Graph19: level of satisfaction-mileage

100
88 80
Percent
60
40
20
11 0 Highl y s atisfied satisfied neither satis fied no
Lev el of satisf action - Mileage
Interpretation:
Majority of the respondents i e, 88% expressed that they are highly satisfied as for as mileage given by their vehicle is concerned.
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2009
Frequency 20: level of satisfaction- Comfortness

Level of satis faction - Com fortne ss Cumulativ e Percent 42.4 86.9 99.0 100.0
Valid
Mis sing Total
Highly s atis f ied satisf ied neither s atis fied nor dis satis f ied diss atis fied Total System
Frequenc y 42 44 12 1 99 1 100
Percent 42.0 44.0 12.0 1.0 99.0 1.0 100.0
Valid Percent 42.4 44.4 12.1 1.0 100.0
Graph 20: level of satisfaction- Comfortness
50
44 40 42
Percent
30
20
10
12
0 Missi ng Highl y s atisfied satisfied dis satis fied neither satis fied no
Lev el of satisf action - Comf ortness
Interpretation:
Majority of the customers expressed satisfaction over the comfortness of their vehicle
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2009
Frequency 21: level of satisfactions- maintenance & services

Level of satisfaction - Mainte nance & Se rvice s Cumulativ e Percent 13.1 64.6 93.9 97.0 100.0
V alid
Mis sing Total
Highly s atis f ied satisf ied neither s atis f ied nor dis satisf ied diss atis fied Highly dis satisf ied Total System
Frequenc y 13 51 29 3 3 99 1 100
Percent 13.0 51.0 29.0 3.0 3.0 99.0 1.0 100.0
V alid Percent 13.1 51.5 29.3 3.0 3.0 100.0
Graph21: level of satisfactions- maintenance & services
60
50
51
40
Percent
30 29 20
10
13
0 Missi ng satisfied Highl y s atisfied neither satis fied no
3 dis satis fied
3 Highl y dissatisfied
Lev el of satisf action - Maintenance & Serv ices
Interpretation:
Among the respondents surveyed, 51% expressed that they are satisfied over the maintenance and service needs of their vehicle 13% expressed high satisfaction and 29% of them expressed that they are neither satisfied nor dissatisfied.
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2009
Frequency22: level of satisfaction- speed

Level of satis faction - Spe ed Cumulativ e Percent 11.0 37.0 73.0 97.0 100.0
Valid
Highly s atis f ied satisf ied neither s atis f ied nor dis satisf ied diss atis fied Highly dis satisf ied Total
Frequenc y 11 26 36 24 3 100
Percent 11.0 26.0 36.0 24.0 3.0 100.0
Valid Percent 11.0 26.0 36.0 24.0 3.0 100.0
Graph 22: level of satisfaction- speed

40
36 30
26
Percent
24 20
10
11
0 Highl y s atisfied neither satis fied no satisfied dis satis fied
3 Highl y dissatisfied
Lev el of satisf action - Speed
Interpretation:
Out of respondents surveyed 36% expressed that they 'are neither satisfied nor dissatisfied with speed ,26% expressed that they are satisfied, 11% highly satisfied and 24% of respondents expressed dissatisfaction on the speed of their vehicle.
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2009
Frequency 23: level of satisfaction- reliability

Level of satis faction - Re liability Cumulativ e Percent 8.0 40.0 65.0 82.0 100.0
Valid
Highly s atis f ied satisf ied neither s atis f ied nor dis satisf ied diss atis fied Highly dis satisf ied Total
Frequenc y 8 32 25 17 18 100
Percent 8.0 32.0 25.0 17.0 18.0 100.0
Valid Percent 8.0 32.0 25.0 17.0 18.0 100.0
Graph 23: level of satisfaction- reliability

40
30
32
Percent
25 20 17 18
10 8
0 Highl y s atisfied neither satis fied no satisfied Highl y dissatisfied dis satis fied
Lev el of satisf action - Reliability
Interpretation:
32% of the respondents expressed that they are satisfied over the reliability, 25% of the respondents are neither satisfied nor dissatisfied, 17% are dissatisfied, and 18% of the respondents expressed high dissatisfaction over the reliability.
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FINDING
1. Among respondents surveyed, 40% of the respondents have their income level between 1 lakh - 2lakhs, 53% have their income between 2.5lakhs-4lakhs & 7% have their income between 4lakhs & above 2. Out of 100 respondent, 6% own Indica DLE Indicab (AC), 15% have DLE (AC), 41% DLS (AC, PS), 19% have GLE (AC), 8% have GLE (LPG), 8% have GLS (AC, PS) and 3% of the respondents have GLS(LPG). 3. Out of 100 respondents surveyed, 49% expressed that they searched information for the car & 51%expressed that they have not searched for information. 4. Among the respondents surveyed, 44% expressed that they compared the car with the other brands they were aware off. 5. Among the respondents surveyed, 24% of the respondents expressed that they have vehicle of age less than 2 years, 59% of the vehicle are between 2-4years ,10% between 4-6 years & 7% of vehicle have age more than 6 years. 6. Out of the 100 respondents, 19% came to know about their vehicle through company personal, 19% from friends, 38% from media & 24% of them knew themselves.
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2009
SUGGESTION
1. Majority of the respondents were still unaware about different versions of Tata Indica passenger. Therefore I suggest the company personals should take initiative to create awareness about these versions. 2. According to the survey, most of the car buyers took at price of the vehicle. The Tata has always kept the best, reasonable price for his products and also has been successful in it. The Tata must set even better price for his products in the feature. 3. Most of the customers expressed concern over frequency of the maintenance & service problems faced by their vehicle and expressed high satisfaction over it. Therefore, I suggest them to re look at the vehicle & re-develop in order to stop the frequency of these problems. 4.Tata Motors and its dealer have to consider not only market performance of its cars but also of its competitors cars and at the same time keep the track of changing attitude of the customer in changed situation. 5. Schemes & offers given by the company has or great influenced on the buying behavior of the customer. Tata Motors & its dealers must give more attractive offers & schemes than their competitors. There are few customers who are not influenced by offers & schemes, so to protect their interest; they should come up with new feature, design & technology and services after sales etc.
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DISCUSSION AND CONCLUSION

Majority of the respondents is, 53% have their income level between 2, 50,0004, 00,000 and most of them have business as their occupation. Majority of the respondents have diesel engine Tata Indica with AC and power steering, as thing fuel is cheaper than petrol & efficient.
Almost 50% of the respondents searched for information before buying the car to select the best one. 44% of respondents compared with other car brands to know the positive & negative points associated with their vehicle.
Majority of t he vehicle have their age between 2-4 years, this indicates that the respondents have spent enough time with their vehicle and well experienced with performance of car. 38% of respondents came to know about their vehicle through different media. 40% of the respondents expressed that they were influenced by their friend to buy the car. Majority of customer are driver by profession and this word of mouth will create more awareness about vehicle.
Majority of the customer i e, 46% expressed that they are influenced by mileage of the car while buying the car and 25% were influenced by price of the car. Majority of the customer expressed comfortness, price, power, fuel consumption, safety and resale value attributes as most important while buying car. These are the basic attribute of a vehicle and most of the customers look their feature while buying car.
Majority of the customer i e, 71% are not aware about all versions Tata Indica passenger car, so the company personal need to create awareness about all versions of Tata Indica. Majority of the customers rated good to the mileage and comfortness given by their
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2009
vehicle. Most of the customer (52%) expressed that their vehicle faced frequent maintenance & service problems. Majority of the customer expressed satisfaction over comfortness and maintenance and service problems faced by their vehicle. Out of 100 respondents 26% were satisfied 36% were neither satisfied nor dissatisfied & 24% dissatisfied on the speed of the vehicle whereas most of them expressed satisfied on the reliability.
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Questionnaire
Kindly fill in the following details Name Address Age Occupation Contact No : - __________________________________ : - __________________________________ : - __________________________________ : - __________________________________ : - __________________________________
Please mention your Annual Income: a) 10,00,000-25,00,000 [ ] b) 25,00,000- 40,00,000 [ ] c) 40,00,000 and above [ ]
1. At present which variant of Tata Indica passenger car do you own? a. DLE Indicab (AC) b. DLE (AC) c. DLS (AC,PS) d. GLE (AC) e. GLE, LPG f. GLS (AC,PS) g. GLS, LPG
2. Did you search information for buying the car? Yes No
3. Did you compare with other car brands that you were aware of?
Yes No
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) 4. From how many Years you are using your existing car? a). Less than 2 years b) 2 to 4 years c) 4 to 6 years d) More than 6 yrs
2009
5. How did you come to know about the existing Car? a) Company Personal c) Media b) Friends d) Self
6. What influenced you to buy your existing car? a) Necessity d) Friends b) Status d) Advertisements c) Family f) Others
7. Rank the following features of your car which influenced you to buy that particular car? a. Price b. Mileage c. Design & Technology d. Brand e. Resale value f. Comfort g. Utility
8. What level of importance did you attach to the following attributes while buying your passenger car? Attributes a)Comfortness Most Important Important Neutral Least Importance Very least Importance
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) b)Price c)Power d)Fuel Consumption e) Safety f) Resale value
2009
9. Are you aware of all versions of Tata Indica Passenger Car? Yes No
10. How will you rate the mileage given by your vehicle? a. Very good b. Good c. Neither good nor poor d. Poor e. Very poor 11. How will you rate the Level of Comfortness of your vehicle? a. Very good b. Good c. Neither good nor poor d. Poor e. Very poor
12. How will you rate the frequency of maintenance service and repair needs of your vehicle? a. Very frequent b. Frequent c. Neither frequent nor infrequent d. Infrequent
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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions) e. Very infrequent 13. Rate level of your satisfaction on following attributes of your car? Attributes Highly Satisfied Mileage Comfortness Maintenance Services Speed Reliability & Satisfied Neither
2009
satisfied Dissatisfied
Highly Dissatisfied
nor Dissatisfied
Thank you for your valuable time
BIBLOGRAPHY
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2009
Reference Books
Marketing Management -P hilip Kotler
Marketi ng Research -A Parsuraman,Grewal,Krishnan
www.tatamotors.com www.tatamanickbag.com www.autoindia.net www.automobileindia.com www.thehindubusinessline.com www.hmti.com
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A PROJECT REPORT On Measurement of Customer Satisfaction Level On Tata Indica Passenger Car

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Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)

ORGANIZATION PROFILE OR COMPANY PROFILE:

Objectives of the Study:

DISCUSSION AND CONCLUSION

Some of the major characteristics of Indian automobile sector are:

Research Report on "Indian Automobile Sector - A Booming Market"

automobile sub-segments market the and and Indian the Indian

industry their its future growth

structure. outlook. aspects. market. growth. industry.

performance the Indian

Understanding Evaluation Discussion Identification of

automobile market automobile

countering for the

Key Domestic & Foreign Players

Mahindra & Mahindra Ltd

Hindustan Motors Ltd.

Sierra, Sumo, Pune Safari, Indica, (Maharashtra) Indigo

Armada, Bolero, Commander, Marshall, Maxx, Voyager, Scorpio

Mumbai, Nashik (Maharashtra)

Lancer, Ambassador, Contessa, Trekker, RTV, Pushpak, Pajero

LML Ashok Leyland

Lohioa Group Hinduja group

Hyundai Motors India Ltd

Santro, Accent, Sonata, Terracan

Irrungattukottai (Tamil Nadu)

Daimler Chrysler India Fiat Motors

General Motors Ltd

Capacity - 30,000 units pa Volumes - 20,550 Units

Capacity - 50,000 units pa Volumes - 42,549 Units

Qualis, Camry, Corolla

Government Regulations and Support

The outlook for Indias automotive sector appears bright

Passenger Car Market in India

HISTORY OF TATA MOTORS

ORGANIZATION PROFILE OR COMPANY PROFILE:

1997 state of Art Dealership facility started at Belgaum

The sister concern are as follows

COLOURS OF INDICA CARS STONE BLUE

INDICAS PRODUCTS PETROL VARIANTS

INDICA N.A.DLS {EURO II}

INDICA N.A.DLS {EURO III} DIESEL TURBO VARIANTS

DIESEL TAXI VARIANTS

Project Details Topic of the Study

Objectives of the Study:

Mis sing Total

Frequenc y 100000-250000 38 250000-400000 51 400000 & abov e 7 Total 96 System 4 100

Percent 38.0 51.0 7.0 96.0 4.0 100.0

V alid Percent 39.6 53.1 7.3 100.0

Graph1: Annual Income of the respondent

10 7 0 100000-250000 250000-400000 400000 & above

Annual income of the respondent

Frequency Table2: Variant of Tata Indica Passenger car

Percent 6.0 15.0 41.0 19.0 8.0 8.0 3.0 100.0

Graph 2: Variant of Tata Indica Passenger car

At present which v ariant of Tata Indica passenger car do y ou own?

Frequency Table 3: Searching Information before buying car

Percent 49.0 51.0 100.0

Valid Percent 49.0 51.0 100.0

Graph 3: Searching Information before buying car

Did y ou search inf ormation f or buy ing the car?

Frequency Table 4: Comparison with other car brands

Percent 44.0 56.0 100.0

Valid Percent 44.0 56.0 100.0