PART-A 1. INDUSTRY PROFILE Tata Motors Limited is India’s largest automobile company, with revenues of Rs. 24,000 crores ($ 5.5 billion) in 2005-06. 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. 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 deliver, and best in our value system and ethics. Established in 1945, Tata Motors’ presence indeed cuts across the length and breadth of India. Close to 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company’s manufacturing base is spread across Jamshedpur, Pune and Luck now, supported by a nation-wide dealership, sales, services and spare parts network comprising over 2,000 touch points. 1
Transcript
PART-A
1. INDUSTRY PROFILE
Tata Motors Limited is India’s largest automobile company, with revenues
of Rs. 24,000 crores ($ 5.5 billion) in 2005-06. 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.
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 deliver, and
best in our value system and ethics.
Established in 1945, Tata Motors’ presence indeed cuts across the length
and breadth of India. Close to 4 million Tata vehicles ply on Indian
roads, since the first rolled out in 1954. The company’s manufacturing
base is spread across Jamshedpur, Pune and Luck now, supported by a
nation-wide dealership, sales, services and spare parts network
comprising over 2,000 touch points.
Tata Motors, the first company from India’s engineering sector to be
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listed in the New York Stock Exchange (September 2004), has also
emerged as a global automotive company. In 2004, it acquired the
Daewoo Commercial Vehicles Company, Korea’s second largest truck
maker. The rechristened Tata Daewoo Commercial Vehicle Company
has already begun to launch new products. 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. Hispano’s presence is being expanded in other markets.
In 2006, it has formed a joint venture with the Brazil-based Marco polo;
a global leader in bodybuilding for buses and coaches, to manufacture
and assemble fully built buses and coaches. Tata Motors and the Fiat
Group have recently signed a memorandum of understanding to establish
an industrial joint venture in India to manufacture passenger vehicles,
engines and transmissions for the Indian and overseas markets; Tata
Motors already distributes and markets Fiat branded cars in India.
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,
Ukraine, Russia and 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, and the ability to
translate them into customer-desired offerings through leading edge R&D.
With 1,400 engineers and scientists, the company’s Engineering
Research Centre, Established in 1966, has enabled pioneering
technologies and products. The company today has R&D centers in
Pune, Jamshedpur, Lucknow, in India and in South Korea, Spain, and
the UK.
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 years to come will see the
introduction of several other innovative vehicle, all rooted in emerging
customer needs. Besides product development, 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, auto
finance, 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 retailing and service
operations.
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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 initiatives on human rights, labour and environment standards in
compliance with the principles of the Global Compact. Simultaneously, it
also plays an active role in community development, serving rural
communities adjacent to its manufacturing locations.
With the foundation of its rich heritage, Tata Motors today is etching a
Refulgent future.
The motto of TATA Group is to “improve the quality of life” of the
Communities they serve. They do this through leadership in sectors of
National economic significance to which the group brings a unique set of
Capabilities. This requires them to grow aggressively in focused area of
Business.
The Tata name is unique asset representing leadership with trust.
Leveraging this asset to enhance group synergy and becoming globally
competitive is the route to sustained growth and long-term success.
Tata group has always sought to be a value driven organization.
These values continue to direct the group’s growth and business. They ar
are;
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Intergrity unity Spirit of entrepreneurship Agility Passion for excellence
OBJECTIVES, MISSION AND THE FUTURE VISION
Primary Objective: -
To Know the customers level of satisfaction towards TATA Motors Passenger vehicles. To identify the customer expectation and perception. To analyse customers’ attitude towards facilities offered. To find out the attitude of Auto matrix customers towards its service and related aspects offered. To Know about the response of the customer about Auto matrix and Tata motors.
MISSION: -
To be a competitive value provider in international business for group companies and all other partner.
VISION 2008:-
Become a globally networked enterprise seizing opportunities world wide
to generate $ 250 million annual profits by 2008.
TATA MILESTONES
It has been a long and accelerated journey for TATA Motors, India’s
leading automobile manufacturer. Some significant milestones in the
company’s journey towards excellence and leadership.
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1945 Tata Engineering and Locomotive Co. Ltd. was established
to manufacture locomotives and other engineering
products. 1948 Steam road roller introduced in collaboration with Marshall
Sons (UK).1954 Collaboration with Daimler Benz AG, West Germany, for
manufacture of medium commercial vehicles. The first
vehicle rolled out within 6 months of the contract.
1959 Research and Development Centre set up at Jamshedpur.1961 Exports begin with the first truck being shipped to Ceylon,
now Sri Lanka.
1966 Setting up of the Engineering Research Centre at Pune toProvide impetus to automobile Research and Development.
1971 Introduction of DI engines.1977 First commercial vehicle manufactured in Pune.1983 Manufacture of Heavy Commercial Vehicle commences.1985 First hydraulic excavator produced with Hitachi
Collaboration.1986 Production of first light commercial vehicle, Tata 407,
indigenously designed, followed by Tata 608. 1989 Introduction of the Tatamobile 206 – 3rd LCV model.1991 Launch of the 1st indigenous passenger car Tata Sierra.
TAC 20 crane produced.
One –millionth vehicle rolled out.1992 Launch of the Tata Estate.1993 Joint venture agreement signed with Cummins Engine Co.
Inc. for the manufacture of high horsepower and emission
friendly diesel engines.1994 Launch of Tata Sumo – the multi utility vehicle.
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Launch of LPT 709 – a full forward control, light commercial vehicle.
Joint venture agreement signed with M/s Daimler –Benz/
Mercedes – Benz for manufacture of Mercedes Benz passenger cars in India.
Joint venture agreement signed with Tata Holset Ltd., UK
for manufacturing turbochargers to be used on Cummins
The TATA Indigo is India’s first mid size totally indigenous premium
Feature sedan. It comes in three models in petrol with an 85 Bhp output
And in turbo diesel with a 62 bhp output in six attractive Colours. The
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Indigo is available in 100 dealership by a 436 number strong service
Network across 168 cities in the country.
Spoil Yourself In Comfort:
The luxurious Tata indigo comes with something that more expensive
Cars should, but don’t. An independent 3 linked struts to evenly distribute
bumps and dampen shocks. Inside, its anti-submarine seats have a
greater wrap profile to keep you cushioned in comfort without
compromising on your safety. It also gives the seats additional lumber
and thigh support to keep fatigue- free on long drives. The Indigo comes
with larger 14-inch wheels. These wheels provide enhanced grip and
handling and therefore, smoother rides. While special anti-vibration melt
sheets and high quality cabin insulation ensure that noise, heat and
vibration are kept to a minimum. How else could it have passed stringent
refinement tests at one of the world’s best testing agencies? And if that is
not enough to feel like you’re being indulged, how about the leather-
wrapped steering wheel and gear knob? Or the carbon fibre, brushed
aluminium look interiors? Or indeed, power steering, power window and
HVAC system?
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Spoil Yourself With Space:
The Indigo is designed for you to travel in huge and great comfort. Start
off by opening the Indigo’s doors. Their wide opening angle makes
getting in and out very easy, also reducing the load on your knees and
back. Sit down and discover a comfortable, higher-seating position and
an ergonomically designed cabin larger than that of many far more
expensive cars. This extra space has been made possible by some smart
designing. Coupled with this space is the 450 litres boot, essential for
letting family spoil themselves with all their favourite things on weekend
getaways.
Spoil Yourself With Safety:
What use is comfort without peace of mind? That’s why Tata have put the
Indigo though rigorous tests at their and India’s only, crash test facility.
There, its solid steel monologue frame sailed through European standards
Of Dull Frontal and offset frontal crash tests. They have also installed a
fire-preventing Interia switch that minimizes fuel leakage in the event of
an accident. Then there’s the vent drum brake system with9-inch
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boosters to ensure safe emergency stop. Finally, let’s not forget front
and rear seat belt come as standard equipment. As do side-impact
beams, crumple zones and a collapsible steering column.
Spoil Yourself With Performance:
The Indigo offers two powerful engine options. You could choose the1.4
litres, MPFi petrol engine. This power plant delivers 85 Ps@6000rpm and
a torque of 11 Kgm@300rpm. Alternative, you could choose the 1.4
liters, turbo- diesel engine, the only turbo in its class. The workhorse
power out 62 Ps@4500rpm and a torque of 12.5Kgm@3000rpm. While a
stiffened body sheel; larger wheels, a sophisticated suspension and a responsive steering wheel combine to offer class leading ride and
handling characteristics.
Spoil Yourself With Style:
The Indigo is as distinctive on the outside as it is on the inside. Its
Contemporary styling ensures that it stand out in a crowd. And to
Understand how it does just that, take a look at the details. Like the
Chrome- lipped grille and rear number plate. The elegant clear lens
Headlamps, the eye- catching trapezoidal, clear lens tail lights. Its sinful
Velour upholstery Colours.
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Award for Indigo:
The ICICI bank and overdrive awards 2003, voted Tata Indigo as
The ‘MOST EXCITING NEW CAR’ of the year.
The Tata Indigo was adjusted “the best value for money car” at the
Prestigious CNBC auto car, Auto Awards 2003.
The spoiling colours available.
Mint white, mica black, medow green, arctic silver, jazz blue ,crystal
Mica.
TATA INDIGO MARINA: (carry your world)
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Carry Your World In Space:
The Indigo marina offers you endless solutions to carry your world. Smart desining of the interiors allows for practical storage options. Coins, Map, sunglasses, and magazines- they all have their own little corner in the car. Discreetly placed so as not to hinder your comfort, yet conveniently located within easy reach.
Then you have 670 litres of intergrated luggage space, accessible from
within by folding the retractable parcel self or just stowing it away. If you require more, simply flip the rear seats forward. This increases the
luggage space to 1370 litres, adequate enough to carry any oversized
item without a hitch.
Carry Your World In Style:
The body style of the Indigo marina makes it stand out anywhere. The
backward sweep of the roof dips slightly at the rear to merge seamlessly
with the curvaceous, clean tailgate. The glass house provides a great all
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round view with the intergrated rear, having a pillar-less look
accentuated by full length vertical ‘D’ pillar and clear lens tail lights. Two
Sporty roof rails, chrome embellishments at the front and the rear, clear
lens tear drop headlights and side indicator lights heighten this exterior
appeal.
At 4130 mm, the Indigo marina is quite compact, and its yet roomier
Than more expensive sedans. The interiors wear a chrome – lined dual
Dialed instrument panel with digital odometer and telltale lights to help
you stay connected with your drive. While the leather-wrapped steering
wheel and gear knobs, colour coordinated trims with seats, doors and
dashboard provide a luxurious feel inside. With its style and elegance, the
Indigo marina is guaranteed to make you feel special every time you step
Into the car.
Carry Your World In Safety:
the Indigo marina comes with the reassurance of meeting European full
frontal, offset partial and rear crash impact safety norms. Its 1100 kg
kerb weight brings the car to the ground, while wide 14-inch wheels
provide better road grip and stability. The high driving position offers you
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a complete all round view of the road ahead, making the car one of the safest to drive on the road.
In the event of an accident, the Marina envelops you with a ring of
Protection. The steering is collapsible, the glass shatter proof, with anti-
Submarine seats in the front to ensure passenger protection. At the same
time. energy absorbing bumpers, front crumple zones and side impact
beams on all four doors further secure the rigid steel cage. Also there are
the ELR type seat belts, which prevent you from harm during any rapid
deceleration of the car.
CARRY Your World In Comfort:
The Indigo Marina is powered by the tried and proven 1.4 litre
Performance 85 Ps Petrol or the highly fuel efficient 62 PS diesel engine.
On the inside, the cabin noise, vibration and harshness of the drive train
is kept to a minimum for enhanced passenger comfort.
Driving is also a pleasure, with power assisted steering and a short
turning circle radius of just 5 metres. Power windows for all four doors, a
powerful HVAC, two power sockets (one each in the front and rear), rear
window defogger with wash and wipe facility add to the sense of luxury.
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Rear seat comfort is the best in class, with independent waterfall “type
headrests for all 3 passengers. The unique 3-link independent rear
suspension and gas filled shock absorbers isolate road imperfections and
provide a comfortable ride.
The doors open 90 degrees, allowing you and your companions to easily
Enter and exit the car, with well-contoured seats at a comfortable height.
The low sill height ensures that baggage can easily be loaded and
Removed without straining your back.
Carry colour available:
Mint White, Steering gold, Glacier blue, Carbon Black, and Arctic Silver.
TATA UTILITY VEHICLES:
Tata entered the four wheel market, beginning with the late 1080’s, Tata
Motors has been successfully introducing a wide range of utility vehicles
Such as pickups, estates and sports utility vehicles both in India and
overseas thus facilitating a considerable presence of the Tata brand
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internationally.
TATA SAFARI DICOR: (make your own road)
Telco made a super strong, extremely contemporary and fresh design,
the machine has an imposing street presence vehicle. Its sports utility
vehicle is the TATA SAFARI DICOR.
The TATA SAFARI DICOR is to put maximum distance between the people
and civilization; this Direct Injection Common Rail (DICOR) Engine is an
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indigenously developed powerhouse. A 32-bit micro processor
electronically monitors and controls the fuel pressure, quantity and
injection timing making the engine extremely responsive and fuel efficient
while keeping the emission and NVH levels significant low. Dicor hardly
breaks a sweet offroading, climbing up step inclines or sipping past
landscapes.
Now all the fun and adventure of a 4-wheel drive is within reach of
anyone. The safari dicor can seat 7 with ease. Though enough for the
Unfriendliest of tension safari isn’t short of creature either. Power steering
and air conditioning means this is no Raw-off-roader. A weatherproof
camera below the rear number plate provides it with an unobstructed
view of world behind it. The antilock braking system (ABS) with
Electronic Brake Force Distributing (EBFD) helps in efficient braking while
ensuing that the wheels don’t lock. A-litre engine makes light work of
long journey and electronically selectable 4*4 ensures that can move
Effortlessly from 2 wheels to 4- wheel drive, while on the move.
Colours Available:
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Passion Red, Arctic White, River Rock Green, Light Gold, Arizona Blue,
Quartz Black and Arctic Silver.
B) TATA SUMO –VICTA (WHAT YOU DRIVE, IS WHO YOU ARE)
World of your own:
The Sumo has always been preferred for its spaciousness. The Sumo
Victa add a touch of elegance and panache with it’s all new interiors that
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allow you to use it efficiently. The new seating arrangement enables you
to split and fold the second row while the first row of front facing seats
can be completely removed. So, you have more then half a cabin of being
in your own space, in a cabin that’s the quietest in its class.
The Look and the Second Look:
The new bumpers, rear fog lamps and the tall clear tail lamps make a
point, with the stylish spare wheel cover complementing the new yet
understated look of the sumo victa.
With You in Mind:
You would love to drive the victa. The all-new cockpit is configured with
you in mind. The steering comes leather wrapped and is inclined at an
appropriate angle for your comfort. Where as, the new switchgear and
gear knob provide that nice tactile feel. The instrument panel is easy on
the eye, with tachometer and an odometer for you to stay connected with
your drive. Power window switches for all four door are within an arms
length in the conveniently located floor console. For long drives, you can
adjust the lumbar support in your seat, as you want it. Climate control is
both in the dashboard and through a roof mounted AC.
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Colours Available:
Quartz Black, Pacific Blue, Marble Beige, River Rock Green, Passion Red,
Arctic White, Arctic Silver.
TATA SPACIO GOLD:
Spacio Gold is truly a sub class of the TATA Sumo. It appears just like
Sumo but with bright round lamps and higher road clearance. It is packed
with several features like Body coloured bumper, side and reare
aluminium footsteps, DI engine, and many more.
Tata Spacio is another genuine effort put by the Tata’s to give you a
Combination of power and comfort. Though originally built to meet
Countries long cry for a rural vehicle, Spacio just meets it with style.
It is power by the most successful LCV engine drawn from the famous
Light truck 407. with this powerful engine of capacity of Spacio provides
The required power to pullover any train of rural condition.
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Colours available are :
Arctic Silver, River Rock Green, Passion Red.
TATA MOTORS – Distribution Network
Tata Motors Offices and Network:
Passenger car business unit customer support
MUMBAI
PUNE
Regional offices: - Bangalore
Gurgaon
Kolkata
Passenger car business unit offices: -
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Northern Region:- Chandigarh
Lucknow
Eastern Region : - Bhubaneshwar
Guwahti
Jamshedpur
Patna
Southern Region: - Chennai
Ernakulam
Secundarabad
Western Region: - Ahmedabad
Indore
Jaipur
Nagpur
Pune
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Tata motors have a wide coverage of dealers spread around 32 states of
India. Tata has 3 types of dealers.
Main dealers: (M.D)
They are dealers who have the authority to sell vehicles warranty, sell
Spare parts and service. There are altogether 125 (M.D.) in India.
Tata motors Authorized service point ( TASP)
They have the authority to service the Tata vehicles. There are altogether
32 such TASP in India.
Tata Motors Authorized service centre (TASC)
They have the right to claim warranty and service. There are 205 such
TASC’S in India.
TATA DEALERS IN KARNATAKA:
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Main Dealers : 7
TASP : 6
TASC : 7
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CUSTOMER SATISFACTION
4.1 AN OVERVIEW:
“Revolve your world around the customer and more customers will revolve around you” seems to be the mantra for today’s business.
Customer expectation and satisfaction are the factors that play a major role in service industry.
In a perfect world expectation and satisfaction would be identical, customers would perceive that they receive what that thought they would and should receive.
In general, satisfaction is a persons feeling of pleasure. If the performance matches the expectation the customer is satisfied. If the performance exceeds expectation the customer is highly satisfied or delighted.
4.2 CUSTOMER EXPECTATION & MEASURING SATISFACTION
A) Customer Expectation:
How do buyers from their expectation? Is the general question to be answered before customer’s satisfaction
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and expectation?
With the growing and developing competitive market the customers are believed to set up their expectation based on:
Buying Experience
Friends
Associates advice
Marketers
Promises
Competitors information
If marketers raise expectation too high, the buyer is likely to be disappointed. However if the company sets expectation too low, it wont attract enough buyers.
What customers expect is one of the roots for understanding the customer’s expectation.
B) Measuring of satisfaction:
If the company increases customer’s satisfaction by lowering its price or increasing its service, the results may be lower profits. Also the company has many stakeholders including employees, dealers, suppliers and stockholders. Spending more to increase customer’s satisfaction of other partners or reduces the profit of the firm.
Ultimately the company must operate on the philosophy that it is trying to deliver a high level of customer’s satisfaction, subject to delivering acceptability.
4.3 TOOLS FOR MEASURING CUSTOMER SATISFACTION
a) Feedback and suggestion system. This system has made by issuing feedback form
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To the customer.
b) Satisfaction or non-satisfactory levels are measured by analyzing this system.
c) Lost customer analysis. This system is done by sales process documentations (Prospect Data Bank Creation). Green Form insists
Customer requirement and satisfaction level and his area of interest where company lost their customer.
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PROJECT SURVEY
5.1 ANALYSIS AND INTERPRETION
1. How do you read looks and layout of the showroom?
Here 20% said it was excellent, 48% said it was good, 30% said it was average, 2% only said it was poor. Dealership being located in a central but on one corner of the city. The response for excellent is low.
Are the workings hours of the showroom convenient?
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Options Percentage
Yes 41Reasonable 36
No 23
Interpretation:
Here 41% said yes, 36% reasonable, 23% no. The reason being the timing of 10 A.M. to
7 P.M and closed on Sundays.
Were the models of your choice or interest available when you went for enquiry?
Options PercentageYes 69No 31Total 100
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Interpretation:
Here 69% said yes, and 31% said no. It is noted that at least one vehicle of model is kept for display or test drive.
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Where you immediately attended to when you arrived at showroom?
Options PercentageYes 63In reasonable time 31Delayed 06Total 100
Interpretation:
Here 63% said yes, 31% said in reasonable time and 6% said they were asked to wait or it was delayed. It is high percent of yes because of the adequate number of staff.
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Country & friendliness of the staff?
Options Percentage
Excellent 27Good 42Fair 24Arrogant 05Total 100
Interpretation:
Here 29% said excellent, 52% said good, 14% said fair and 5% said arrogant.
There is high percent of good because of the well-trained sales personnel and closely followed by fair class because of language barriers.
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Are you satisfied with tour expectations regarding Auto Matrix as a company?
Here 42% of them feel fully satisfied, 50% feel satisfied and 8% feel unsatisfied. The accountability of satisfaction is because of the additional fallibilities like trust matrix, Easy finance, timely delivery etc.
Here 81% feel it comfortable, the rest agreed to it. All Tata vehicles are built for Indian family and it is clearly notable the TATA is the king in comfort ability.
Here 35% have rated driving to be good, 15% have rated excellent and the rest were reasonable. There is some what unsatisfaction about driving quality became of high-rise Bonnets of Indigo and Safari.
Here 68% felt the pain of maintenance, the rest are complaining. Most of the customers felt that costly spare
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parts and repairs are very expensive. This sector specially needs to be focused on.
Are you satisfied with the performance of vehicle?
Options PercentageAbsolutely 32Some what 38Dissatisfied 30Total 100
Interpretation:
Here 70% are satisfied and the rest 30% are not satisfied. It is notable that performance of the vehicle is needed to be improve, the main reason being improved stated is the bulkiness and low pulling capacity of the vehicle.
Knowledge level of the sales personnel about the model enquired?
Options PercentageAbsolutely 32Some what 38Dissatisfied 30Total 100
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Interpretation:
Here 68% said to be excellent, 28% good, 11% fair. The sales personnel are all well trained and experienced. Hence there is a very positive response.
Where you given sufficient time to take your own decision?
Options PercentageYes 46Somewhat 40No 14Total 100
Interpretation:
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Here 86% were given enough time and the rest 14% did not agree to it.
Most of the customers were given sufficient time to decide but still a few thought they had not been given required time to take decision.
Whether you were depending only on TATA products for needs?
Options PercentageYes 30No 70Total 100
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Interpretation:
Here 70% respondent was a new customer, and the rest 30% were existing customers. It is notable that with timely launch of the new refined and developed products into the market. TATA is able to capture the other company’s market share.
Was the vehicle delivered on the time promised?
Options PercentageYes 57In a Reasonable Time 21No 22Total 100
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Interpretation:
Here 78% were delivered within speculated time limit. Most of the customers were delivered in time but a few were not, due to the non-availability of the vehicle and on seasons demand.
Did sales personnel spend enough time with you during the time of delivery?
Options PercentageYes 63Some what 27No 10Total 100
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Interpretation:
Here 63% said yes, 27% said some what time was spending with them by the sales person and the rest said no. Sales personnel do indeed spend a lot of time with the customers at the customers at the time of delivery by explaining the emergency service and emergency services and other features of the vehicle.
Here it is seen that TATA products are mainly selected for their looks and comfort ability closely followed by the price factor. Hence these three are the key factors for the success of product.
How do you rate your vehicle?
Options PercentageExcellent 37
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Good 21Fair 23Poor 19Total 100
Interpretation:
Here 37% rated excellent, 21% good, 23% fair and19% poor. Most of the customers felt their vehicle is excellent compared to other vehicles. This shows the superiority of the product.
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Are you satisfied with the quality of TATA product?
Options PercentageAbsolutely 41Some What 48Dissatisfy 11
Total 100
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Interpretation:
Here 89% were satisfied and 11% were not satisfied. There seems to be a greater level of satisfaction among the customers about the product they use.
While buying Tata vehicle whom did you contact first?
Here 48% contacted the dealers first, 18% bank, 11% agent and 23% their personal reference. Most of the sources of customers are fresh hand customers who directly contact the dealers are sourced in by referrals or Tele service department.
COMPLAINTS AND SUGGESTIONS
COMPLAINTS:
Inadequate power
High Bonner
high boot door(indigo only)
slow functioning of air-conditioning
high pricing( safari and victa)
Promises made, not fulfils
some customers feel that showroom is located in a corner of the city
poor riding quality
Replacements of parts even when it can be repaired.
long time taken to repair
improper working timing
SUGGESTIONS
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Show room to be kept open at least for half day on Sundays.
accessories promised at time of sale need to be delivered to customer
Consultation of customer before replacement of costly parts.
Proper delivery dates to be given.
engine needs to be refined on still developed to give more power and mileage
Riding quality of the vehicle can be improved by fixing good high seats and adjustable steering.
as it is seen that advertisement is the main sourced customer, more big and beautifully set ads extensively used to attract more people
SUMMARY AND CONCLUSION
This study has been submitted in partial fulfillment of the requirement for the award of degree in Bachelor of Business Management to the Mangalore University.
Tata motors are India’s largest and only fully integrated automobile company. Today Tata Motors is India largest commercial vehicle manufactures with a 59% market share and ranks among the top six manufactures medium and heavy commercial vehicles in the world.
Tata motors have launched their products in four passenger car segments.
In B segment : Tata India V2 (petrol & diesel) and Tata
Xeta (petrol)
In C segment : tata indigo & tata Indigo Marina (petrol &diesel)
In multi utility vehicle : Tata Sumo Victa & Tata spacio gold (diesel only)
My study observation are basically made on given below concept.
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In India around 72% as car market is for small cars (B-segment) sold under Rupees four lakh and this would be likely to remain so for the next 15 years. In this segment there are currently four players (Maruti, Hyundai, Fiat and TATA). The rest 28% of car market is covered by other remaining segments in which there are 13 players. It might be because few global manufacturers could manufacture a car in that price range suitable for the Indian market.
So Indica aimed to capture this small car segment, where optimistic prospectus were for a million car demand at between 0.7 and 1 million car per annum with 60% growth expected annually.
Indica, Xeta the B segment car was aimed mainly for middle aged people, mostly family man who are much more value conscious interns of costs of remaining vehicle and also to had among space seat five comfortably. Indica Diesel was clearly aimed at a segment where none of the rivals was addressing.
Indigo & Indigo Marina (c-segment) was aimed on middle Executive class family people, who want to have status shown off with low cost of running & weekend tours. Hence Indigo was born with bigger engine &boot space.
The huge Safari sports utility vehicle was aimed at the youth, fun loving, adventurous people who demanded a anywhere go vehicle, so as to enjoy the wild Indian roads with the comfort of home. This segment was an untapped segment with only foreign costly payers into it. Safari revolutionized this segment with its launch into it.
The Sumo-Victa a utility vehicle where meant to meet the requirements of a Indian joint family society with up to 10 Seater capacity & still space left to fit in a few more.
The Spacio gold of this segment was built to meet the rough rural Indian terrain with huge engine fit into it.
Last but not least, Tata decided to target those people who value the “Swadeshi” goods due to the nationalist sentiments attached to it.
Mangalore Market is a market with a lot of potential in passenger car unit with a lot of Potential in passenger car and petroleum products which have gone as complementary products to each other. The growth potential could be attributed to the large industries and business units coming up.
Auto-Matrix an authorized dealer for Tata Motors has taken up a great opportunity to under service to Dakshina Kannada, Udupi and Hassan district. Auto Matrix has set up its own branches at Hassan and Udupi to serve best of the best in terms of Quality, Loyalty, Honesty and Integrity to their customers for upgrading their level of satisfaction.
This study deeply observed on, How Auto matrix placed to render service on behalf of Tata-Motors. It is focused on who are car buyers and volume of prospects for Tata passenger car. Main Motto of Auto matrix is bridging between customers and Tata motors.
82
Fully satisfied satisfied unsatisfied
7. Where do you rant TATA vehicles looks?
Excellent Good Fair Poor
8. Is your TATA vehicle comfortable?
Comfortable Good Uncomfortable
9. How do you rate your driving experience?
Excellent Good Fair Poor
10. How do you feel about the maintenances cost?
Too costly Reasonable Cheap
11. Are you satisfied with the performance of the vehicle?
Absolutely Somewhat Dissatisfied
12. Where do you rate your vehicle?
Excellent Good Fair Poor
13. Are you satisfied with Quality of TATA product?
Absolutely Somewhat Dissatisfied
14. Whether you were depending only on TATA products for your need?
83
Yes No
15. Knowledge level of the sales personnel about the model enquired?
Excellent Good Fair Poor
16. Were you given sufficient times to make your own decision?
Yes Somewhat No
17. Was the vehicle delivered on the time promised?
Yes In a reasonable time No
18. Did the sales personnel spend enough time with you during the time of delivery?
