A SUMMEER TRAINING

PROJECT REPORT ON

‘‘CUSTOMER
SATISFACTION’’
IN

TATA MOTORS

SUBMITTED IN PARTIAL FULFILMENT FOR AWARD OF DEGREE

BACHELOR OF BUSINESS ADMINISTRATION

Batch-- (2012-2015)
Submitted by:- Submitted By:-
RAHUL YADAV Ms. NITHYA BHAVANI SURESH
BBA 5th Sem. (Asstt. Professor)
Roll No:-1276250023 Faculty Of Management
DEVSTHALI VIDYAPEETH
Lalpur,Kiccha Road,Rudrapur (U.S. NAGAR),(U.K) 263148
Affliated To
KUMAUN UNIVERSITY,NANITALL
 DECLARATION

I hereby declare that the survey report work entitled

“CUSTOMER SATISFACTION ” submitted by me
RAHUL YADAV student of BBA 5th Semester Session
(2012-2015), under the guidance of Miss. NITYA BHAVANI
SURESH. 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:
Rahul Yadav

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.
 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. Nithya

Bhavani Suresh for her valuable guidance and support on completion
of this project in its 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:-Rahul Yadav
 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
 Bibliograhy
 Questionnaire
CHAPTER-1
 INTRODUCTION
INTRODUCTION OF ARIA CARS

Tata motors ltd. (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 barreled 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. Tata 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.

TATA Indica

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 best selling 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.
JOINT VENTURES

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 Marcopolo will provide know-how in
processes and systems for bodybuilding and bus body design.

IMPORTANT DEVELOPMENTS

In 2005 & 06

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 sync 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.
 ORGANIZATION STRUCURE OF TATA MOTORS

CHAIRMAN
CYRUS PALLONJI MISTRY

CEO

CARL-PETER
FORSTER

CFO STRATEGIC COMPLIANCE & CORPORATE

SOURCING SECRATARY COMMUNICATIONS
C. RAMAKRISHNAN BBP DR
HS

INDIA COMMERCIAL PASSENGER LEGAL HUMAN

OPERATIONS VEHICLES CARS RB RESOURCES
PT RP RD ST

JAMSHEDPUR ADD & MATERIAL, CARS PLANT COMMERCIAL, PLANT, CVBU,

PLANT CVBU AM PCBU PUNE
SB UM S.KRISHNAN SA

INTERAL AUDIT
AG
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 CUSTOMER SATISFACTION MEASUREMENT
PROCESS.

Because everyone’s needs are different, a specific approach is developed to meet

them. However, the overall process can be divided into six interactive phases.

Customer Satisfaction Measurement Process

Phase 1: Mobilization Phase 4: Action Planning

Define Business and Identify Teams
Information Objectives
Develop Overall Plan Identify Research Implications:
Gain Management Commitment
Changes in Product/Services
Internal Processes
Development of New Product/ Services
Training
Set Customer Driven Standards
Phase 2: Discovery
Identify Create Detailed Plans

Needs/Expectations
Types of Problems
Points of Customers/Company Phase 5: Implementation
Interaction Implement Plans
Conduct Qualitative Research
Survey Customers/Employees

Phase 6: Tracking
Phase 3: Needs and Performance Evaluation
Provide Ongoing Quantitative
Provide Quantitative Measures of: Assessment of Performance
Importance of Key Attributes
Company Performance on Key Attributes
Deliver Easy-to-
Competitive Performance
Expectations of Specific Levels of Performance
Determine Areas of Greatest Impact Understand Reports to

Employees/Management
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 an the 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 I gathered through past
records, various magazines and news papers, 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.
 Neither
S.no Responder Satisfied Unsatisfied satisfied or
unsatisfied
1. Knowledgeable sales person 88% 9% 3%
2. Employees spent enough time with you: 75% 15% 10%
3. before sales 90% 10% 0%
4. During sales 90% 10% 0%
5. After sales 70% 27% 3%
6. Offered a test drive 63% 34% 3%
7. Attractive discounts offered 34% 38% 28%
8. Availability of the product 65% 15% 20%
9. Value for money 57% 25% 18%
10. Vehicle in good condition 93% 7% 0%
11. Prices are affordable 73% 12% 15%
12. Careful with personal information 70% 26% 4%
13. All the commitments are fulfilled 66% 19% 15%
14. Responds to complaints quickly 70% 21% 9%
Total 72% 19% 9%
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

INTERPRETATION

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:

Neither satisfied or
Responder Satisfied (%) Unsatisfied (%)
unsatisfied (%)
Below18 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

INTERPRETATION
Q:4.On base of market research, 18-25 age customers satisfied is 2%, 26-35 age
customers is satisfied 18%, 36-50 age customers is satisfied 36% & 50 above age
customers is satisfied 16%, That is total no of satisfied customers is 72%, and
unsatisfied customers is 5% (26-35 age), 36-50 unsatisfied customers is 8%, and
50 above unsatisfied customers is 6% that is total no of unsatisfied customers is
19% and 18-25 age customers are not decided 1%, 26-35 age customers 2% are
not decided, 36-50 age customers are 6% are not decided , That is total 9%
customers are not decided.

 Occupation wise:

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

unsatisfied (%)

Serviceman 31 3 1

Businessman 19 7 0

Student 10 5 2

Housewife 12 4 6

Total 72 19 9
INTERPRETATION

Q:5.On base of market research, i have find out serviceman customer are 31%
satisfied & 3% unsatisfied, businessman are 19% satisfied & 7% unsatisfied,
student are 10% satisfied & 5% students are unsatisfied, and 12% housewife are
satisfied, 4% housewife are unsatisfied & 6% housewife are not decided for
satisfaction.

 Facilities provided by Tata Motors Ltd:

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

Tata Motors insurance 19 3 0

True value 6 2 2

Tata finance 32 6 5

Autocard 5 4 0

Genuine accessories 10 4 2

Total 72 19 9

INTERPRETATION

On base of research, about facilities provided by Tata Motors Ltd, i have find out
Tata Motors Insurance providing facilities to satisfied 9% customer of Tata
motors, and about extended warranty is satisfied 9% customers & 4% customer
are not satisfied from extended warranty, 2% customers are satisfied to true value
& 2% customers are not satisfied, otherwise Tata finance customers are 50%
satisfied & 2% customers are not satisfied, 5% customers are not satisfied from
Autocard and Genuine accessories customers are 2% satisfied & 6% customers
are not satisfied, That mean allover 72% customers are satisfied, 19% customers
are not satisfied otherwise 9% customers are not decided.

CHAPTER-6
FINDINGS OF THE STUDY

Competitors of Tata motors are Maruti Suzuki and Hyundai Motors in passenger
car, Tata Motors get the 2nd 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 modern 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=Pull

QUESTIONNAIRE
Being an esteem customer of TATA Motors Ltd. you are requested
to take out a few minutes and fill the following QUESTIONNAIRE:

Name:
…………………………………………………………….....................................

Address:__________________________________________________________
_____

___________________________________________ PinCode____________

Gender:
Male Female

Age:
Below18 1 8-25 26-35 36- 50 51 and 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
i) Knowledgeable
sales person
ii) Employees spent
enough timewith
you:
a. before sales
b. During sales
c. After sales

iii) Display of
merchandise is
Attractive
iv) Availability of the
product
v) Variety/selection
of merchandise
vi) Vehicle in good
condition
vii) Prices are
affordable
viii) Attractive
discounts offered
ix) Décor of the
waiting area is
Pleasing
x) Offered a test drive
xi) Post sales follow
ups are done
Regularly
xii) Responds to
complaints quickly

Xiii) Service at Maruti

service station is
Excellent
xvi) Careful with
personal
information
xv) All the
commitments are
fulfilled
xvi) Value for money

Q.3) Are you aware of the following facilities provided by Tata Motors?
FACILITIES Yes No
i) Tata Motors insurance
ii) Extended warranty
iii) True value
iv) Tata finance
v) Autocard
vi) Genuine accessories

Q.4) What is your overall opinion about Tata Motors?

Very Bad Neither Bad Good Very

Bad nor Good Good
1 2 3 4 5
Q.5) How likely would you recommend Tata Motors?

Very Unlikely Unlikely Likely Very likely

1 2 3 4

Date:
Signature