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)”

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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; it’s 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 4P’s 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 4P’s. 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


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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 customer’s 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 India—the tenth largest in the world with an annual production of

approximately 2 million units—is 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 auto-

component and auto ancillary industry then the number goes even higher.

ORGANIZATION PROFILE OR COMPANY PROFILE:

HISTORY OF MANICKBAG:

NAME OF GROUP : MANICKBAG GROUP

FOUNDER OF THE MANICKBAG : 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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Geographical Area

The survey will be conducted in the geographical area of Belgaum.

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 India—the tenth largest in the world with an annual production of

approximately 2 million units—is 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.



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 auto-

component 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 country’s 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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Source: FPR

Key Issues & Facts Analyzed in the Report

- Study of the Indian automobile industry structure.

- Analysis of performance of industry sub-segments and their future outlook.

- Understanding the Indian auto component market and its growth aspects.

- Evaluation of factors fuelling growth in the Indian automobile market.

- Discussion of the forces countering the market growth.

- Identification of future prospects for the Indian automobile industry.

Research Methodology Used in the Report

Information Sources

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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Competitive industry, with global players

Segment Key Players

Commercial Vehicles Tata Motors, Ashok Leyland, Swaraj Mazda, Mahindra & Mahindra,Bajaj Tempo, Eicher Motors

Passenger Vehicles Tata Motors, Maruti Udyog, Honda Motors,Hyundai Motors, Toyota, Skoda, Mahindra & Mahindra,Daimler Chrysler, Hindustan Motors

Two Wheelers Hero Honda, Honda Motors, Bajaj Auto, TVS Motors,Yamaha, Kinetic Engineering

Three Wheelers Bajaj Auto, Piaggio India

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 the company

Parentcompany

Output Models Plants

Tata

Motors Ltd

Largest commercial vehicle player in the country andone of the largest in the passenger vehicles segment

Capacity - 160,000units paVolumes - 171,870 units in 2004Operating income-US$ 3.8 billion in 2005

Sierra, Sumo,Safari, Indica,

Indigo

Pune

(Maharashtra)

Mahindra &Mahindra

Ltd

Flagship company of the Mahindra Group;largestplayer in the tractorsegment in India

Capacity - 125,000units paVolumes - 69,737units in 2004Operating Iincome-US$ 1.47 billion in 2005

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

Mumbai, Nashik(Maharashtra)

Hindustan MotorsLtd.

A C.K Birla group flagshipand one of the oldest autocompanies in India.

Capacity - 64,000 units paVolumes - 15,782 unitsOperating income-US$ 159.7 million in 2004

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

Uttarpara (WestBengal), Pithampur(Madhya Pradesh),Trivellore (TamilNadu)

LML Lohioa Group --------- Freedom, Graptor Kanpur

Ashok

Leyland

Hinduja group Operating Income- US$ 952.9 million in 2005

Multiaxle vehicles,tractor, ecomet,engines, Viking BSI,Viking BS-II,Vestibule Bus, 222CNG bus etc

Ennore, two plantsat Hosur, theassembly plants atAlwar, Bhandara,castings plant atHyderabad

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TVS Motor TVS Group Operating Income - US$ 641.9 million in 2005

Mopeds - Excel,Champ, TVS50Scooterettes -ScootyMotorcycles- Max 100, Victor,Centra, Fiero

Hosur, Mysore

Bajaj Auto Bajaj Group Capacity - 2.52million unitspaOperatingIincome - US$ 1.3 billion in 2005

Motorcycles -Boxer, CT 100,Discover, Wind,Caliber, Pulsar,EliminatorScooters- Spirit, Saffire,Wave

3 Plants at Akurdi,Waluj, Chakan

Profile of Overseas Players

Name of the company

Parentcompany

Output Models Plants

Maruti Udyog Ltd

Suzuki of Japan holds a 54.2 percent stake in thecompany

Capacity -500,000 units paVolumes -472,122 units includingexports in 2004OperatingiIncome-US$ 2.4 billionin 2005

800, Omni, Alto,WagonR, Zen,Baleno, Esteem,Gypsy, Vitara,Versa

Gurgaon

(Haryana)

Hyundai Motors IndiaLtd

Wholly ownedsubsidiary ofHyundai MotorCompany, S.Korea

Capacity -150,000 units paVolumes -171,905 units

Santro, Accent,Sonata, Terracan

Irrungattukottai(Tamil Nadu)

Daimler ChryslerIndia

100 per centsubsidiary of Daimler Chryslergroup

Capacity -10,000 units paVolumes - 1,640 units

E class, S class,C class

Pune

(Maharashtra)

Fiat Motors Subsidiary ofFiat Auto SpA

Capacity -50,000 units paVolumes -10,428 units

Uno, Siena, Palio,Palio Adventure

Mumbai(Maharashtra)

Ford Motors Ford Motor Capacity - Ikon, Mondeo Chengaipattu

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Ltd Company, theworld's secondlargest automaker

100,000 units paVolumes -45,723 units

(Tamil Nadu)

General Motors Ltd

collaborationbetween General Motors Corporation andC.K. Birla Groupof companies

Capacity - 25,000units paVolumes - 17,986Units

Astra, Corsa,Swing, Forrester,Vectra, Sail, Optra,Chevrolet Optra

Halol (Gujarat)

Honda Siel Cars India (HSCI)

Established in1995, with HondaMotor Company,(Japan) and SielLtd (India) beingthe key promoters.


City, Accord,CR -V

Noida (UP)

Toyota

Kirloskar

Joint venture between KirloskarGroup and Toyota MotorCorp.


Qualis, Camry,Corolla

Bidadi (Karnataka)

Skoda Auto

India

Skoda Auto,based in CzechRepublic, is a partof Volkswagengroup

Capacity - 10,000units paVolumes - 3,712

units

Octavia, Laura Aurangabad(Maharashtra)

Hero Honda Joint venturebetween HeroGroup, the world's largest bicyclemanufacturers andthe Honda MotorCompany of Japan

Capacity - 2.8 million units paOperatingincome - US$1.66 billionin 2005

Motorcycles – CD Dawn, CD Deluxe, Splendour, Passion, Karizma, CBZ,Ambition

2 plants atDaruhera andGurgaon

Honda 1 plant at ManesarMotorcycle &Scooters IndiaPvt. Ltd

(HMSI)

Wholly ownedsubsidiary ofHonda MotorCompany Ltd.,Japan

Capacity-200,000 vehicles per annum

Scooters - Activa,Dio, EternoMotorcycles -Unicorn

1 plant at

Manesar

Government Regulations and Support

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The Government of India (GoI) has identified the automotive sector as a key focus area for

improving India’s 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 India’s

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 India’s automotive sector appears bright

The outlook for India’s 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 IndiaIntroduction: 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 2014-

2015 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 India’s 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 company’s 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

company’s 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 India’s 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 company’s 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 company’s 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 company’s 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,

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.

The pace of new product development has quickened. In 2005, Tata motors created a new

segment by launching the Tata Ace, India’s 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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INTRODUCTION OF TATA MOTORS

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 1870’s. 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 TATA’S stewardship the grand vision of his father Jamsetji was

implemented and many new initiative were launched under his leadership, the sir Darabji Tata’s

trust (1932), the premier founder of the Tata’s.

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 group’s growth and businesses:-

Integrity

Understanding

Excellence

Unity

Responsibility

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Integrity:

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 India’s 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 world’s fifth largest medium and heavy

commercial vehicle manufacturer, and the world’s second largest medium and heavy bus

manufacturer.

The company’s 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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company’s 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 group’s 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 : MANICKBAG GROUP

FOUNDER OF THE MANICKBAG : 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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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 - Since 1950

Simpson - Since 1951

MICO - Since 1956

Kirloskar Bearings - Since 1975

TVS Motor Co. - Since 1980

Sesa Goa Pig iron Coke and coal - Since 1990

Tata motors - Since 1992

Tata Motors - Since 1995

(started separate passenger division)

BRANCHES:

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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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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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“MARKETING”

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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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.

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ACCOUNTS DEPARTMENT

MANAGING DIRECTOR

DIRECTORS

SUPERVISOR

ACCOUNTS STAFF

MANAGER

SERVICE ADVISOR

SERVICE STAFF

MANAGER

SERVICE DEPARTMENT

SUPERVISOR

STORE KEEPER

MANAGER

SPARES DEPARTMENT

SALES EXECUTIVE

SALES CO-ORDINATOR

MANAGER

SALES DEPARTMENT


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PRODUCTS

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:-

INDICA-

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Till 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. India’s 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.

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 company’s 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.

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Cost of project – Rs. 1700 crore

Number of production fixtures created for indica –4010

COLOURS OF INDICA CARS

STONE BLUE

SAFFRE GOLD

PEARL SILVER

EMERALD GREEN

MINT WHITE

MICA BLACK

INDIANA RED

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INDICA V2

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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Indica’s Competitors:

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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INDICA’S 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}

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INDICA N.A.DLS {EURO III}

DIESEL TURBO VARIANTS

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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OTHER VARIANTS PRODUCTS

SPACIO GOLD PLUS

[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

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[ 15 kmpl, techo mtr, digital clock, power steering, low fuel & high engine Temp warning lamps,

70 PS @4000rmp]

INDIGO MARINA

[15 kmpl, techo mtr HVAC, Keyless entry, CD/MP3 Player 70 PS @4000rmp & 140 Nm @

1800-3000rmp]

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RESEARCH STUDY

Introduction to the Project:



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.

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http://en.wikipedia.org/wiki/Indica

http://en.wikipedia.org/wiki/Tata_Sumo

http://en.wikipedia.org/wiki/Stationwagon

http://en.wikipedia.org/wiki/Tata_Estate


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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

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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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

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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.

Geographical Area

The survey will be conducted in the geographical area of Belgaum.

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DATA ANALYSIS AND INTERPRETATION

Frequency Table1: Annual Income of the respondent

Annual i ncome of the respondent

38 38. 0 39. 6 39. 6

51 51. 0 53. 1 92. 7

7 7. 0 7. 3 100. 0

96 96. 0 100. 0

4 4. 0

100 100. 0

100000-250000

250000-400000

400000 & above

Tot al

Valid

Syst emMissing

Tot al

Frequency Percent Valid PercentCumulat ivePercent

Graph1: Annual Income of the respondent

An n u a l i n c o me o f th e re s p o n d e n t

400000 & above250000-400000100000-250000

Pe

rce

nt

60

50

40

30

20

10

0

7

53

40

Interpretation : 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.

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Frequency Table2: Variant of Tata Indica Passenger car

At present whi ch variant of Tata Indica passenger car do you own?

6 6. 0 6. 0 6. 0

15 15.0 15.0 21.0

41 41.0 41.0 62.0

19 19.0 19.0 81.0

8 8. 0 8. 0 89.0

8 8. 0 8. 0 97.0

3 3. 0 3. 0 100. 0

100 100. 0 100. 0

DLE Indicab (AC)

DLE(AC)

DLS (AC, PS)

GLE (AC)

GLE (LPG)

GLS (AC,PS)

GLS (LPG)

Total

ValidFrequency Percent Valid Percent

Cumulat ivePercent

Graph 2: Variant of Tata Indica Passenger car

At p re s e n t wh ic h v a ria n t o f Ta ta In d ic a p a s s e n g e r c a r d o y o u o wn ?

GLS (LPG)

GLS (AC, PS)

GLE (LPG)

GLE (AC)

DLS (AC, PS)

DLE(AC)

DLE I ndicab (AC)

Pe

rce

nt

50

40

30

20

10

0 3

88

19

41

15

6

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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


Frequency Table 3: Searching Information before buying car

Did y ou s e a rc h in form a tion for buy ing the c a r?

4 9 4 9 .0 4 9 .0 4 9 .0

5 1 5 1 .0 5 1 .0 1 0 0 .0

1 0 0 1 0 0 .0 1 0 0 .0

YES

NO

To ta l

Va l i dFre q u e n c y Pe rc e n t Va l i d Pe rc e n t

Cu mu la t i v ePe rc e n t

Graph 3: Searching Information before buying car

Did y o u s e a rc h i n fo rma tio n fo r b u y in g th e c a r?

NOYES

Pe

rce

nt

60

50

40

30

20

10

0

5149

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Interpretation: Out of 100 respondents surveyed, 49% expressed that they searched information for the car &


Frequency Table 4: Comparison with other car brandsDid y ou c om pa re with othe r c a r bra nds tha t y ou we re a wa re off?

4 4 4 4 .0 4 4 .0 4 4 .0

5 6 5 6 .0 5 6 .0 1 0 0 .0

1 0 0 1 0 0 .0 1 0 0 .0

YES

NO

To ta l



Graph 4: Comparison with other car brands

Did y o u c o mp a re wi th o th e r c a r b ra n d s th a t y o u we re a wa re o ff?

NOYES

Pe

rce

nt

60

50

40

30

20

10

0

56

44

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Interpretation: Among the respondents surveyed , 44% expressed that they compared the car with the other

Brands they were aware off.

Frequency Table 5: Age of the CarFrom how many years you are usi ng your exi st i ng car?

24 24. 0 24. 0 24. 0

59 59. 0 59. 0 83. 0

10 10. 0 10. 0 93. 0

7 7. 0 7. 0 100. 0

100 100. 0 100. 0

Less t han 2years

2 - 4 years

4 - 6 years

More t han 6 years

Tot al


Cumulat ivePercent

Graph 5: Age of the Car

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Fro m h o w ma n y y e a rs y o u a re u s i n g y o u r e x i s ti n g c a r?

More t han 6 years4 - 6 years2 - 4 yearsLess t han 2years

Pe

rce

nt

70

60

50

40

30

20

10

07

10

59

24

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.

Frequency Table 6: Source of AwarenessHow di d you come to know about the exi st i ng car?

19 19. 0 19. 0 19. 0

19 19. 0 19. 0 38. 0

38 38. 0 38. 0 76. 0

24 24. 0 24. 0 100. 0

100 100. 0 100. 0

Company personal

Fr iends

Media

Self

Tot al


Cumulat ivePercent

Graph 6: Source of Awareness

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Ho w d i d y o u c o me to k n o w a b o u t th e e x i s ti n g c a r?

SelfMediaFr iendsCompany personal

Pe

rce

nt

40

30

20

10

0

24

38

1919

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.

Frequency Table 7: Factors Influenced to buy CarWhat infl uenced you to buy your exi sti ng car?

11 11.0 11.0 11.0

16 16.0 16.0 27.0

21 21.0 21.0 48.0

40 40.0 40.0 88.0

2 2. 0 2. 0 90.0

10 10.0 10.0 100. 0

100 100. 0 100. 0

Necessit y

St at us

Family

Friends

Advert isements

Others

Total


Cumulat ivePercent

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Graph 7: Factors Influenced to buy Car

Wh a t i n fl u e n c e d y o u to b u y y o u r e x i s ti n g c a r?

Ot hers

Adver t isement s

Fr iends

Family

St at us

Necessit y

Pe

rce

nt

50

40

30

20

10

0

10

40

21

16

11

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.

Frequency Table 8: Ranking features of car which influenced to buy

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Rank the fol l owi ng features of your car whi ch i nfl uenced you to buy that parti cul ar car?

25 25. 0 25. 0 25. 0

46 46. 0 46. 0 71. 0

7 7. 0 7. 0 78. 0

10 10. 0 10. 0 88. 0

3 3. 0 3. 0 91. 0

5 5. 0 5. 0 96. 0

4 4. 0 4. 0 100. 0

100 100. 0 100. 0

Pr ice

Mileage

Design & Technology

Brand

Resale value

Comf ort

Ut ilit y

Tot al


Cumulat ivePercent

Graph 8: Ranking features of car which influenced to buy

Ra n k th e fo l l o win g fe a tu re s o f y o u r c a r wh i c h in f l u e n c e d y o u to b u y th a t

Ut ilit y

Comf or t

Resale value

Brand

Design & Technology

Mileage

Pr ice

Pe

rce

nt

50

40

30

20

10

0 453

10

7

46

25

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.

Frequency Table 9: Level of Importance - Comfortness

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Level of i mportance - Comfortness

87 87.0 87.0 87.0

12 12.0 12.0 99.0

1 1. 0 1. 0 100. 0

100 100. 0 100. 0

most import ant

Impot antant

Neut ral

Total


Cumulat ivePercent

Graph 9: Level of Importance - Comfortness

L e v e l o f i mp o rta n c e - Co mfo rtn e s s

Neut ralI mpot ant antmost impor t ant

Pe

rce

nt

100

80

60

40

20

0

12

87

Interpretation e:Among the respondents surveyed 87% expressed that the level of comfortness is most important

while buying a car.

Frequency Table 10: Level of Importance - Price

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Level of i mportance - Pri ce

83 83.0 83.0 83.0

13 13.0 13.0 96.0

4 4. 0 4. 0 100. 0

100 100. 0 100. 0

most import ant

Impot antant

Neut ral

Total


Cumulat ivePercent

Graph 10: Level of Importance - Price

L e v e l o f i mp o rta n c e - Pri c e

Neut ralI mpot ant antmost impor t ant

Pe

rce

nt

100

80

60

40

20

0

13

83

Interpretation:Among the respondent surveyed, 83% expressed that the price is a most important attribute

while buying a car.

Frequency Table 11: Level of Importance - Power

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Level of i mportance - Power

73 73. 0 73. 0 73. 0

12 12. 0 12. 0 85. 0

12 12. 0 12. 0 97. 0

2 2. 0 2. 0 99. 0

1 1. 0 1. 0 100. 0

100 100. 0 100. 0

most import ant

I mpot ant ant

Neut ral

Least import ance

Very least impor t ance

Tot al


Cumulat ivePercent

Graph 11: Level of Importance - Power

L e v e l o f i mp o rta n c e - Po we r

Very least impor t anc

Least impor t ance

Neut ral

I mpot ant ant

most impor t ant

Pe

rce

nt

80

60

40

20

0

1212

73

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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Frequency Table 12: Level of Importance - Fuel ConsumptionLevel of i mportance - Fuel consumpti on

73 73. 0 73. 0 73. 0

3 3. 0 3. 0 76. 0

10 10. 0 10. 0 86. 0

12 12. 0 12. 0 98. 0

2 2. 0 2. 0 100. 0

100 100. 0 100. 0

most import ant

I mpot ant ant

Neut ral

Least import ance


Tot al


Cumulat ivePercent

Graph 12: Level of Importance - Fuel Consumption

L e v e l o f i mp o rta n c e - Fu e l c o n s u mp ti o n


Least impor t ance

Neut ral

I mpot ant ant

most impor t ant

Pe

rce

nt

80

60

40

20

0

1210

73

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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Frequency Table 13: Level of Importance - SafetyLevel of i mportance - Safety

74 74. 0 74. 0 74. 0

1 1. 0 1. 0 75. 0

4 4. 0 4. 0 79. 0

12 12. 0 12. 0 91. 0

9 9. 0 9. 0 100. 0

100 100. 0 100. 0

most import ant

I mpot ant ant

Neut ral

Least import ance


Tot al


Cumulat ivePercent

Graph 13: Level of Importance - Safety

L e v e l o f i mp o rta n c e - Sa fe ty


Least impor t ance

Neut ral

I mpot ant ant

most impor t ant

Pe

rce

nt

80

60

40

20

09

12

4

74

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.

Frequency Table 14: Level of Importance - Resale value

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Level of i mportance - Resal e val ue

73 73. 0 73. 0 73. 0

1 1. 0 1. 0 74. 0

1 1. 0 1. 0 75. 0

15 15. 0 15. 0 90. 0

10 10. 0 10. 0 100. 0

100 100. 0 100. 0

most import ant

I mpot ant ant

Neut ral

Least import ance


Tot al


Cumulat ivePercent

Graph 14: Level of Importance - Resale value

L e v e l o f i mp o rta n c e - Re s a l e v a lu e


Least impor t ance

Neut ral

I mpot ant ant

most impor t ant

Pe

rce

nt

80

60

40

20

0

10

15

73

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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Frequency Table 15: Awareness of all versions of Tata Passenger CarAre y ou a wa re of a ll v e rs ions of Ta ta Indic a Pa s s e nge r c a r?

2 9 2 9 .0 2 9 .0 2 9 .0

7 1 7 1 .0 7 1 .0 1 0 0 .0

1 0 0 1 0 0 .0 1 0 0 .0

YES

NO

To ta l



Graph 15: Awareness of all versions of Tata Passenger Car

Are y o u a wa re o f a l l v e rs io n s o f Ta ta In d i c a Pa s s e n g e r c a r?

NOYES

Pe

rce

nt

80

60

40

20

0

71

29

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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Frequency Table 16: Rating of Mileage given by vehicleHow wi l l you rate the mi l eage gi ven by your vehi cl e?

17 17. 0 17. 0 17. 0

65 65. 0 65. 0 82. 0

13 13. 0 13. 0 95. 0

5 5. 0 5. 0 100. 0

100 100. 0 100. 0

Very good

Good

Neit her good nor poor

poor

Tot al


Cumulat ivePercent

Graph 16: Rating of Mileage given by vehicle

Ho w wi l l y o u ra te th e mi le a g e g i v e n b y y o u r v e h i c le ?

poorNeit her good nor pooGoodVery good

Pe

rce

nt

70

60

50

40

30

20

10

0 5

13

65

17

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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Frequency Table 17: Rating the level of ComfortnessHow wi l l you rate the l evel of comfortness of your vehi cl e?

34 34. 0 34. 0 34. 0

57 57. 0 57. 0 91. 0

6 6. 0 6. 0 97. 0

2 2. 0 2. 0 99. 0

1 1. 0 1. 0 100. 0

100 100. 0 100. 0

Very good

Good

Neit her good nor poor

poor

very poor

Tot al


Cumulat ivePercent

Graph 17: Rating the level of Comfortness

Ho w wi l l y o u ra te th e l e v e l o f c o mfo rtn e s s o f y o u r v e h ic le ?

very poor

poor

Neit her good nor poo

Good

Very good

Pe

rce

nt

70

60

50

40

30

20

10

06

57

34

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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Frequency Table 18: Rating the Frequency of Maintenance and RepairHow wi l l you rate the frequency of mai ntenance service and repai r needs of your

vehi cl e?

23 23.0 23.0 23.0

52 52.0 52.0 75.0

14 14.0 14.0 89.0

7 7. 0 7. 0 96.0

4 4. 0 4. 0 100. 0

100 100. 0 100. 0

Very f requent

Frequent

Neither f requentnor f requent

Inf requent

very f requent

Total


Cumulat ivePercent

Graph 18: Rating the Frequency of Maintenance and Repair

Ho w wi l l y o u ra te th e fre q u e n c y o f ma in te n a n c e s e rv i c e a n d re p a i r n e e d s

very f requent

I nf requent

Neit her f requent nor

Frequent

Very f requent

Pe

rce

nt

60

50

40

30

20

10

0 47

14

52

23

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.

Frequency 19: level of satisfaction-mileage

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Level of satisfacti on - Mi l eage

88 88.0 88.0 88.0

11 11.0 11.0 99.0

1 1. 0 1. 0 100. 0

100 100. 0 100. 0

Highly sat isf ied

sat isf ied

neit her sat isf iednor dissat isf ied

Total


Cumulat ivePercent

Graph19: level of satisfaction-mileage

L e v e l o f s a ti s fa c ti o n - Mi le a g e

neit her sat isf ied nosat isf iedHighly sat isf ied

Pe

rce

nt

100

80

60

40

20

0

11

88

Interpretation:

Majority of the respondents i e, 88% expressed that they are ‘highly satisfied as for as

mileage given by their vehicle is concerned.

Frequency 20: level of satisfaction- Comfortness

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Level of sati sfacti on - Comfortness

42 42. 0 42. 4 42. 4

44 44. 0 44. 4 86. 9

12 12. 0 12. 1 99. 0

1 1. 0 1. 0 100. 0

99 99. 0 100. 0

1 1. 0

100 100. 0

Highly sat isf ied

sat isf ied


dissat isf ied

Tot al

Valid

Syst emMissing

Tot al


Graph 20: level of satisfaction- Comfortness

L e v e l o f s a ti s fa c ti o n - Co mfo rtn e s s

dissat isf ied

neit her sat isf ied no

sat isf ied

Highly sat isf ied

Missing

Pe

rce

nt

50

40

30

20

10

0

12

4442

Interpretation:

Majority of the customers expressed satisfaction over the comfortness of their vehicle

Frequency 21: level of satisfactions- maintenance & services

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Level of sat i sfacti on - Mai ntenance & Servi ces

13 13. 0 13. 1 13. 1

51 51. 0 51. 5 64. 6

29 29. 0 29. 3 93. 9

3 3. 0 3. 0 97. 0

3 3. 0 3. 0 100. 0

99 99. 0 100. 0

1 1. 0

100 100. 0

Highly sat isf ied

sat isf ied


dissat isf ied

Highly dissat isf ied

Tot al

Valid

Syst emMissing

Tot al


Graph21: level of satisfactions- maintenance & services

L e v e l o f s a ti s fa c ti o n - Ma i n te n a n c e & Se rv i c e s


dissat isf ied


sat isf ied

Highly sat isf ied

Missing

Pe

rce

nt

60

50

40

30

20

10

0 33

29

51

13

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.

Frequency22: level of satisfaction- speed

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Level of sati sfacti on - Speed

11 11. 0 11. 0 11. 0

26 26. 0 26. 0 37. 0

36 36. 0 36. 0 73. 0

24 24. 0 24. 0 97. 0

3 3. 0 3. 0 100. 0

100 100. 0 100. 0

Highly sat isf ied

sat isf ied


dissat isf ied


Tot al


Cumulat ivePercent

Graph 22: level of satisfaction- speed

L e v e l o f s a ti s fa c ti o n - Sp e e d


dissat isf ied


sat isf ied

Highly sat isf ied

Pe

rce

nt

40

30

20

10

0 3

24

36

26

11

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.

Frequency 23: level of satisfaction- reliability

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Level of sati sfacti on - Rel i abi l i ty

8 8. 0 8. 0 8. 0

32 32. 0 32. 0 40. 0

25 25. 0 25. 0 65. 0

17 17. 0 17. 0 82. 0

18 18. 0 18. 0 100. 0

100 100. 0 100. 0

Highly sat isf ied

sat isf ied


dissat isf ied


Tot al


Cumulat ivePercent

Graph 23: level of satisfaction- reliability

L e v e l o f s a ti s fa c ti o n - Re l i a b i l i ty


dissat isf ied


sat isf ied

Highly sat isf ied

Pe

rce

nt

40

30

20

10

0

1817

25

32

8

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.

FINDING

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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


3. Out of 100 respondents surveyed, 49% expressed that they searched information for the car &


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.

SUGGESTION

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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 competitor’s 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.

DISCUSSION AND CONCLUSION

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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. 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

vehicle. Most of the customer (52%) expressed that their vehicle faced frequent maintenance

& service problems.

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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.

Questionnaire

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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

4. From how many Years you are using your existing car?

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a). Less than 2 years

b) 2 to 4 years

c) 4 to 6 years

d) More than 6 yrs

5. How did you come to know about the existing Car?

a) Company Personal b) Friends

c) Media d) Self

6. What influenced you to buy your existing car?

a) Necessity b) Status c) Family

d) Friends d) Advertisements 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 Most Important

Important Neutral Least Importance

Very least Importance

a)Comfortness

b)Price

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c)Power

d)Fuel Consumption

e) Safety

f) Resale value

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

e. Very infrequent

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13. Rate level of your satisfaction on following attributes of your car?

Attributes Highly

Satisfied

Satisfied Neither satisfied

nor Dissatisfied

Dissatisfied Highly

Dissatisfied

Mileage

Comfortness

Maintenance &

Services

Speed

Reliability

Thank you for your valuable time

BIBLOGRAPHY

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Reference Books

Marketing Management -Phil ip Kotler

Marketing 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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http://www.samsung.com/

http://www.itvarnews.net/

http://www.tatamanickbag.com/

http://www.tatamotors.com/

Date post:	12-Sep-2014
Category:	Business
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