INTRODUCTION

Customer satisfaction, a term frequently used in automobile industry, is a measure of how products and services supplied by a company meet or surpass customer preference and expectation. Customer satisfaction is defined as "the number of customers or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. Thats wise TATA motors maintain good quality of his auto mobile product, "Customer preference and satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Conservation Tata Motors is committed to improving the quality of life of communities by working on four thrust areas employability, education, health and environment. The activities touch the lives of more than a million citizens. The company's support on education and employability is focused on youth and women. They range from schools to technical education institutes to actual facilitation of income generation. In health, our intervention is in both preventive and curative health care. The goal of environment protection is achieved through tree plantation, conserving water and creating new water bodies and, last but not the least, by introducing appropriate technologies in our vehicles and operations for constantly enhancing environment car. If customer is fully satisfied by the product it not only rub the organization successfully but also fetch many benefits for the company. They are less process sensitive and they remain customer for a longer period. They buy addition products overtimes as the company introduce related produce related products or improved, so customer satisfactions is gaining a lot of importance in the present day. Every company is conducting survey on customer satisfaction level on their products .To make the products up to the satisfaction level of customers.

DETAILS OF INDUSTRY
The automotive industry in India grew at a computed annual growth rate (CAGR) of 11.5 percent over the past five years, the Economic Survey 2010-11-tabled in parliament on 2nd July10 said. The industry has a strong multiplier effect on the economy due to its deep forward and back ward linkages with several key segments of the economy, a finance ministry statement said. The automobile industry, which was plagued by the economic downturn amidst a credit crisis, managed a growth of 0.7 percent in 2010-11 with passenger car sales registering 1.31 percent growth while the commercial vehicles segment slumped 21.7 percent. Indian automobile industry has come a long way to from the era of the Ambassador car to Maruti800 to latest TATA NANO. The industry is highly competitive with a number of global and Indian companies present today. It is projected to be the third largest auto industry by 2030 and just behind to US & China, according to a report. The industry is estimated to be a US$ 34 billion industry. Indian Automobile industry. Tata Motors is on the lookout for dynamic professionals who will drive the Company forward. We offer challenging assignments in our various sectors: Commercial Vehicle Business Unit, Passenger Car Business Unit, Engineering Research Centre and Corporate Affairs. Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.70, 938.85 crores (USD 14 billion) in 2008-09. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest bus manufacturer. The company's 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 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka).

LITERATURE REVIEW:
Helgesen (2006) focuses on the relationships between customer satisfaction, customer loyalty and customer profitability at the individual customer level. The context is the order-handling industry: four Norwegian exporters of fish products and their customers. Variations in customer loyalty explain only about 10 percent of the variations of customer profitability. The relationship seems to be digressive, which indicates that increased customer loyalty has a positive effect on customer profitability, but at a decreasing rate. Kim (2005) integrates and applies the concept of satisfaction from three fields: management information systems (MIS), marketing and e-commerce. Satisfaction affects post-purchase behavior (word-of-mouth, advocacy etc.) and future purchase behavior (repeat purchase). The obvious implication is that satisfaction goes beyond simple satisfaction with the product or purchase outcome; the channel experience also has an impact on overall satisfaction. Hansen and Sand (2008), drawing on the conceptualizations offered by Selnes (1993) and Fombrun (1996), define image as a perceptual representation of the firms overall appeal when compared with other rivals. They argue that both benevolence and image are extrinsic faces of the satisfaction object. They conclude that improving customer satisfaction can be achieved by combining good service quality with communicative messages focusing on the firms positive image as well as focusing on the customers perception of benevolence signaled by the firm. Man and cybernetics (2008) Evaluation of customer satisfaction in Automobile after-sales service based on grey incidence analysis. With rapid development of automobile industry in China, after-sales service market has captured both enterprises and scholars' attention, and has been a new advantage for competition. In this paper, convenience, response, waiting time, maintenance quality and etc. characterize of after-sale service in automobile industry. Wang, Lo, and Yang (2004) attempt to conceptualize factors of service quality (tangibility, reliability, responsiveness, assurance and empathy) as antecedents to customers overall evaluation of service quality, rather than as dimensions or components of the construct. However, since they focus on Chinas mobile communication market, durability and aesthetics may not be relevant. These researchers believe that measuring service quality as disconfirmation (the difference between perceptions and expectations) is valid.

RATIONALE OF STUDY
The study is conducted to evaluate the impact of services offered by TATA to his customer and impact of his buying decision process.The auto mobile market is becoming more competitive with growing number of developers and with growing demand. The competitive pressure in the mark initiated. The strategy for differentiation as well as buyers is also now more informed on service quality issues. So the study about customer preference and satisfaction with the reference of TATA motors is conducted.

OBJECTIVES OF STUDY
The objectives of the study are as follows: To analyze the car buyers perception towards TATA motors and his services. To identify factors influencing the customer satisfaction for TATA motors. To study the various factors which affects purchase decision of Tata motors

RESEARCH METHODOLOGY
Research design: A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose. Descriptive in nature- research design is descriptive in nature as it involves studying the perceptions and expectations of customers in order to measure the service quality provided by the service provider. Sampling method: Convenience Sampling. Sampling Size: 200 Sampling Unit: For the sampling area we take the Tata motors and his customer of Indore region. Sample area: Indore Tools for data Collection: Primary Data: Primary data for the study will be collected through structured Questionnaire. Tools for data analysis: The data shall be analyzed on the basis of appropriate statistical tools. Hypothesis: H0 H1 There is no impact of demographical profile on customer satisfaction. There is impact of demographical profile on customer satisfaction.

BIBLIOGRAPHY Books:
Weber L (2009). Marketing to the Social Web. Second Edition. John Wiley and Sons, pp. 58-97. Scott DM (2009). The New Rules of Marketing and PR. John Wiley & Sons Inc., pp. 135-150. Barsky, J.D. & Labagh, R.A strategy for customer satisfaction. The Cornell Hotel and Restaurant Administration Quarterly, 1992:35(3): 32-40.

Journals:
Fombrun, C. (1996). Reputation: Realizing value from corporate image. : Harvard University Press. Rao, A., & Monroe, K. (1989).
Selnes, E. (1993). An examination of the effect of product performance on Brand reputation, satisfaction and loyalty. European Journal of Marketing.

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