A project report on measurement of customer satisfaction level on tata indica passenger car

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A project report on measurement of customer satisfaction level on tata indica passenger car

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A project report on measurement of customer satisfaction level on tata indica passenger car

  1. 1. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009EXECUTIVE SUMMARY:Today, India has become the hub for automobile conglomerates and the reason behind this areeconomic liberalization, increase in per capita income, various tax relief policies, easyaccessibility of finance, launch of new models and exciting discount offers made by dealers alltogether have resulted into a stupendous growth of Indian automobile industry. In the earlierdays, it was quite easy for anyone to enter into automobile sector and henceforward lead asuccessful business. But today the things have really changed; it‘s easy to enter into this sectorbut to strive henceforward is really difficult.The dealer play a major role in promoting a product; to achieve success in business a dealer hasto plan and strategize each and every step of the way. For this, all the dealers have to do is playthe rule of 4P‘s i.e. Product, Price, Place and Promotion. Every now and then, dealers are comingup with new and innovative ideas, schemes to gain that something extra i.e. the competitiveadvantage over their competitors. To gain that competitive advantage a dealer has to make thebest 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 customersatisfaction level on the Tata Indica Passenger car and all its versions and for doing so, I haveconducted my study on “Measurement of Customer Satisfaction level on Tata IndicaPassenger Car (all versions)” at MAPL – Belgaum.As we proceed through this thesis, we will come across ten chapters and with each chapter wewill gain more and more knowledge of Products offered by Tata Motors and CustomerSatisfaction level on the Tata Indica Passenger car.I hope you will find my thesis report interesting and informative.MAM BABASABPATILFREEPPTMBA.COM Page 1
  2. 2. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Introduction:Manickbag Automobiles Pvt Ltd is the authorized dealer for the Tata Motors. Mr. DharmappaMirji and Mr. Manickchand Shah founded Manickbag in the year 1920. The name Manickbagwas because, when it was started on a land which was donated by Mr. Manickchand P. Zaveri ofMumbai 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 theTata Indica Passenger Car (all versions)”.The project is undertaken to understand the customer‘s requirement and fulfilling their allrequirements in such a way which result in superior value to the customers. The project is adesigned to evaluate the performance of Tata Indica Passenger Car i.e. to find whether these carsare up to expectation of the customers or not. The main purpose of this project is to measure thecustomer satisfaction level on these cars.INDUSTRY PROFILE:The automobile industry in India—the tenth largest in the world with an annual production ofapproximately 2 million units—is expected to become one of the major global automotive industries inthe coming years. A number of domestic companies produce automobiles in India and the growingpresence of multinational investment, too, has led to an increase in overall growth. Following theeconomic reforms of 1991 the Indian automotive industry has demonstrated sustained growth as a resultof increased competitiveness and relaxed restrictions. The monthly sales of passenger cars in India exceed100,000 unitsAutomobile Industry in India has witnessed a tremendous growth in recent years and is all set tocarry on the momentum in the foreseeable future. Indian automobile industry has come a longway since the first car ran on the streets of Bombay in 1898. Today, automobile sector in India isone of the key sectors of the economy in terms of the employment. Directly and indirectly itMAM BABASABPATILFREEPPTMBA.COM Page 2
  3. 3. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009employs 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 GROUPFOUNDER OF THE MANICKBAG : DHARMAPPA MIRJI & MANICKCHAND SHAHYEAR OF ESTABLISHEMENT : 1920Two families, Dharmappa Mirji and Manickchand Shah in the year 1920, founded theManickbag Group.The name manickbag was adopted because it was started on a land, which was donated by oneMr. Manickchand P. Zaveri of Bombay to Jain Boarding, and it was full of Bamboo jungle andhence the area was known as Manickbag. This land was taken on long lease and Manickbagconcerns got under way.Need for the projectsManickbag Automobiles (P) Ltd – Belgaum popularly known as Manickbag Automobiles is anauthorized dealer of Tata Passenger Cars caters to four districts of North Karnataka region.Manickbag Automobiles has to continuously evaluate its performance and customer satisfactionas 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 allversions of Tata Indica car and to evaluate the performance of these cars and measuringMAM BABASABPATILFREEPPTMBA.COM Page 3
  4. 4. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009customer satisfaction level. The information will be collected from the owners/drivers of TataPassenger 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 buyingRESEARCH METHODOLOGYType of ResearchThe project is based on Descriptive Research and Explorative research.Type of DataBoth Primary & Secondary data will be collected for the project.Data Collection Method1. Primary DataQuestionnaireQuestionnaire will be used as one of the instruments to collect the required data and as a guide tointerview the target audience. The questionnaire is designed to be structured & non disguisedtype for the respondents.Personal interviewAlong with the questionnaire, the target audience will be asked questions, to get betterinsights about Tata Indica.MAM BABASABPATILFREEPPTMBA.COM Page 4
  5. 5. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Expert opinionTo get the better insight and to know about some technical problems if any and to knowabout the Perception of customer about all versions of Tata Indica, we will be havingdiscussion with local car mechanics2. Secondary Data  Websites, Newspaper & Magazines  Product brochures  Company officials  Mechanics  FarmersSurvey MethodInitially personal interviews will be conducted with the existing customers/mechanics/companyofficial to get better insights about passenger car market & Tata Indica, based on this informationa questionnaire will be prepared which will be used to survey the target audiencePopulationOwners/drivers/new buyer of passenger vehicle of Belgaum district.Sampling UnitOwners/drivers/new buyers of passenger cars.Sample SizeFrom the Belgaum region 100 owners/drivers/new buyer of passenger cars.Will be selected for the study.Sampling MethodNon – probability, Convenient sampling method will be used for the survey.MAM BABASABPATILFREEPPTMBA.COM Page 5
  6. 6. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Geographical AreaThe survey will be conducted in the geographical area of Belgaum.FINDING1. 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 between4lakhs & above2. 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 therespondents 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. RECOMMENDATION1. Majority of the respondents were still unaware about different versions of Tata Indicapassenger. Therefore I suggest the company personals should take initiative to create awarenessabout these versions.2. According to the survey, most of the car buyers took at price of the vehicle. The Tata hasalways kept the best, reasonable price for his products and also has been successful in it. TheTata must set even better price for his products in the feature.3. Most of the customers expressed concern over frequency of the maintenance & serviceproblems faced by their vehicle and expressed ‗high satisfaction‘ over it. Therefore, I suggestthem to re look at the vehicle & re-develop in order to stop the frequency of these problems.MAM BABASABPATILFREEPPTMBA.COM Page 6
  7. 7. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009DISCUSSION 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.MAM BABASABPATILFREEPPTMBA.COM Page 7
  8. 8. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009INDUSTRY PROFILE:The automobile industry in India—the tenth largest in the world with an annual production ofapproximately 2 million units—is expected to become one of the major global automotiveindustries in the coming years. A number of domestic companies produce automobiles in Indiaand the growing presence of multinational investment, too, has led to an increase in overallgrowth. Following the economic reforms of 1991 the Indian automotive industry hasdemonstrated 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 tocarry on the momentum in the foreseeable future. Indian automobile industry has come a longway since the first car ran on the streets of Bombay in 1898. Today, automobile sector in India isone of the key sectors of the economy in terms of the employment. Directly and indirectly itemploys 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); passengercars; 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 areHindustan Motors, Maruti Udyog, Fiat India Private Ltd., Ford India Ltd., General Motors IndiaPvt. 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 HeroHonda, Bajaj, TVS, Honda Motorcycle & Scooter India (Pvt.) Ltd., Yamaha etc.In the initial years after independence Indian automobile industry was plagued by unfavourablegovernment policies. All it had to offer in the passenger car segment was a 1940s Morris modelcalled the Ambassador and a 1960s Suzuki-derived model called the Maruti 800. The automobilesector in India underwent a metamorphosis as a result of the liberalization policies initiated in the1991. Measures such as relaxation of the foreign exchange and equity regulations, reduction ofMAM BABASABPATILFREEPPTMBA.COM Page 8
  9. 9. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009tariffs on imports, and refining the banking policies played a vital role in turning around theIndian automobile industry. Until the mid 1990s, the Indian auto sector consisted of just ahandful of local companies. However, after the sector opened to foreign direct investment in1996, global majors moved in. Automobile industry in India also received an unintended boostfrom stringent government auto emission regulations over the past few years. This ensured thatvehicles produced in India conformed to the standards of the developed world.Indian automobile industry has matured in last few years and offers differentiated products fordifferent segments of the society. It is currently making inroads into the rural middle classmarket after its inroads into the urban markets and rural rich. In the recent years Indianautomobile sector has witnessed a slew of investments. India is on every major globalautomobile players radar. Indian automobile industry is also fast becoming an outsourcing hubfor automobile companies worldwide, as indicated by the zooming automobile exports from thecountry. Today, Hyundai, Honda, Toyota, GM, Ford and Mitsubishi have set up theirmanufacturing bases in India. Due to rapid economic growth and higher disposable income it isbelieved 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 worlds third largest automobile market by 2030, behind only China and the US.MAM BABASABPATILFREEPPTMBA.COM Page 9
  10. 10. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Research Report on "Indian Automobile Sector - A Booming Market"De-licensing in 1991 has put the Indian automobile industry on a new growth track, attractingforeign auto giants to set up their production facilities in the country to take advantage of variousbenefits it offers. This took the Indian automobile production from 5.3 Million Units in 2001-02to 10.8 Million Units in 2007-08. The other reasons attracting global auto manufacturers to Indiaare the country‘s large middle class population, growing earning power, strong technologicalcapability and availability of trained manpower at competitive prices. These are the majorfindings of our new report, "Indian Automobile Sector - A Booming Market‖In 2006-07, the Indian automotive industry provided direct employment to more than 300,000people, exported auto component worth around US$ 2.87 Billion, and contributed 5% to theGDP. Due to this large contribution of the industry in the national economy, the Indiangovernment lifted the requirement of forging joint ventures for foreign companies, whichattracted global to the Indian market to establish their plants, resulting in heightened automobileproduction.The Indian automobile market is currently dominated by two-wheeler segment but in future, thedemand 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 1,000population 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 around10%.- Export of passenger cars is anticipated to rise more than the domestic sales during 2008-09 to2015-16.- 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 in2014-15.MAM BABASABPATILFREEPPTMBA.COM Page 10
  11. 11. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Source: FPRKey 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 ReportInformation SourcesThe information has been sourced from various authentic and reliable sources like books,newspapers, trade journals and white papers, industry portals, government agencies, tradeassociations, monitoring industry news and developments, and through access to more than 3000paid databases.MAM BABASABPATILFREEPPTMBA.COM Page 11
  12. 12. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Competitive industry, with global playersSegment Key PlayersCommercial Vehicles Tata Motors, Ashok Leyland, Swaraj Mazda, Mahindra & Mahindra, Bajaj Tempo, Eicher MotorsPassenger Vehicles Tata Motors, Maruti Udyog, Honda Motors, Hyundai Motors, Toyota, Skoda, Mahindra & Mahindra, Daimler Chrysler, Hindustan MotorsTwo Wheelers Hero Honda, Honda Motors, Bajaj Auto, TVS Motors, Yamaha, Kinetic EngineeringThree Wheelers Bajaj Auto, Piaggio IndiaThe Indian automobile industry is highly competitive with a large number of players in eachindustry segment. Most of the global majors are present in the passenger vehicle and two wheelersegments. In the components industry too, global players such as Visteon, Delphi and Bosch arewell established, competing with domestic players.The presence of global competition has led to an overall increase in capabilities of the Indianauto sector. Increase in competition has led to a pressure on margins, and players have becomeincreasingly cost efficient. Quality levels have gone up, and there is an increasing focus oncompliance to TPM, TQM and Six Sigma processes. This has led to an increased confidenceamong domestic players, who are now focusing on opportunities abroad. Key players in thecomponents sector like Bharat Forge and Sundaram Fasteners have become key global suppliersin their categories.MAM BABASABPATILFREEPPTMBA.COM Page 12
  13. 13. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Key Domestic & Foreign PlayersProfile of Domestic PlayersName of Parent Output Models Plantsthe companycompanyTata Largest Capacity - Sierra, Sumo, Pune commercial vehicle 160,000units pa Safari, Indica,Motors Ltd (Maharashtra) player in the Volumes - Indigo country and 171,870 units in one of the largest 2004 in the passenger Operating income- vehicles segment US$ 3.8 billion in 2005Mahindra Flagship company Capacity - Armada, Bolero, Mumbai, Nashik& of the Mahindra 125,000units pa Commander, (Maharashtra)Mahindra Group;largest Volumes - Marshall, Maxx, player in the 69,737units in Voyager, ScorpioLtd tractorsegment in 2004 India Operating Iincome- US$ 1.47 billion in 2005Hindustan A C.K Birla group Capacity - 64,000 Lancer, Uttarpara (WestMotors flagship units pa Ambassador, Bengal),Ltd. and one of the Volumes - 15,782 Contessa, Trekker, Pithampur oldest auto units RTV, Pushpak, (Madhya companies in India. Operating income- Pajero Pradesh), US$ 159.7 million Trivellore in 2004 (Tamil Nadu)LML Lohioa Group --------- Freedom, Graptor KanpurAshok Hinduja group Operating Income Multiaxle vehicles, Ennore, two - US$ 952.9 tractor, ecomet, plantsLeyland million in 2005 engines, Viking at Hosur, the BSI, assembly plants Viking BS-II, at Vestibule Bus, 222 Alwar, CNG bus etc Bhandara, castings plant at HyderabadMAM BABASABPATILFREEPPTMBA.COM Page 13
  14. 14. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009TVS Motor TVS Group Operating Income Mopeds - Excel, Hosur, Mysore - US$ 641.9 Champ, TVS million in 2005 50Scooterettes - ScootyMotorcycles - Max 100, Victor, Centra, FieroBajaj Auto Bajaj Group Capacity - Motorcycles - 3 Plants at 2.52million units Boxer, CT 100, Akurdi, paOperating Discover, Wind, Waluj, Chakan Iincome - US$ 1.3 Caliber, Pulsar, billion in 2005 EliminatorScooters - Spirit, Saffire, WaveProfile of Overseas PlayersName of the Parent Output Models Plantscompany companyMaruti Suzuki of Japan Capacity - 800, Omni, Alto, GurgaonUdyog Ltd holds a 54.2 per 500,000 units pa WagonR, Zen, (Haryana) cent stake in the Volumes -472,122 Baleno, Esteem, company units including Gypsy, Vitara, exports in 2004 Versa Operating iIncome- US$ 2.4 billion in 2005Hyundai Wholly owned Capacity - Santro, Accent, IrrungattukottaiMotors India subsidiary of 150,000 units pa Sonata, Terracan (Tamil Nadu)Ltd Hyundai Motor Volumes - Company, S. 171,905 units KoreaDaimler 100 per cent Capacity - E class, S class, PuneChrysler subsidiary of 10,000 units pa C class (Maharashtra)India Daimler Chrysler Volumes - 1,640 group unitsFiat Motors Subsidiary of Capacity -50,000 Uno, Siena, Palio, Mumbai Fiat Auto SpA units pa Palio Adventure (Maharashtra) Volumes - 10,428 unitsMAM BABASABPATILFREEPPTMBA.COM Page 14
  15. 15. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Ford Motors Ford Motor Capacity - Ikon, Mondeo ChengaipattuLtd Company, the 100,000 units pa (Tamil Nadu) worlds second Volumes - largest automaker 45,723 unitsGeneral collaboration Capacity - 25,000 Astra, Corsa, Halol (Gujarat)Motors between General units pa Swing, Forrester,Ltd Motors Volumes - 17,986 Vectra, Sail, Corporation and Units Optra, C.K. Birla Group Chevrolet Optra of companiesHonda Siel Established in Capacity - 30,000 City, Accord, Noida (UP)Cars 1995, with Honda units pa CR -VIndia (HSCI) Motor Company, Volumes - 20,550 (Japan) and Siel Units Ltd (India) being the key promoters. Joint venture Capacity - 50,000 Qualis, Camry, BidadiToyota between Kirloskar units pa Corolla (Karnataka)Kirloskar Group and Toyota Volumes - 42,549 Motor Units Corp.Skoda Auto Skoda Auto, Capacity - 10,000 Octavia, Laura Aurangabad based in Czech units pa (Maharashtra)India Republic, is a part Volumes - 3,712 of Volkswagen units groupHero Honda Joint venture Capacity - 2.8 Motorcycles – CD 2 plants at between Hero million units pa Dawn, CD Deluxe, Daruhera and Group, the worlds Operating Splendour, Gurgaon largest bicycle income - US$ Passion, Karizma, manufacturers and 1.66 billion CBZ, the Honda Motor in 2005 Ambition Company of JapanHonda 1 plant Wholly owned Capacity- Scooters - Activa, 1 plant atat Manesar subsidiary of 200,000 vehicles Dio, Eterno ManesarMotorcycle & Honda Motor per annum Motorcycles -Scooters India Company Ltd., UnicornPvt. Ltd Japan(HMSI)MAM BABASABPATILFREEPPTMBA.COM Page 15
  16. 16. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Government Regulations and SupportThe Government of India (GoI) has identified the automotive sector as a key focus area forimproving India‘s global competitiveness and achieving high economic growth. TheGovernment formulated the Auto Policy for India with a vision to establish a globallycompetitive industry in India and to double its contribution to the economy by 2010. It intends topromote Research & Development in automotive industry by strengthening the efforts ofindustry in this direction by providing suitable fiscal and financial incentives. Some of the policyinitiatives include:• Automatic approval for foreign equity investment upto 100 per cent of manufacture ofautomobiles and component is permitted.• The customs duty on inputs and raw materials has been reduced from 20 per cent to 15 percent. The peak rate of customs duty on parts and components of battery-operated vehicles havebeen reduced from 20 per cent to 10 per cent. These new regulations would strengthen India‘scommitment to globalisation. Apart from this, custom duty has been reduced from 105 per centto 100 per cent on second hand cars and motorcycles.• National Automotive Fuel Policy has been announced, which envisages a phased programmefor introducing Euro emission and fuel regulations by 2010.• Tractors of engine capacity more than 1800 cc for semi-trailers will now attract excise duty atthe rate of 16 per cent.• Excise duty is being reduced on tyres, tubes and flaps from 24 per cent to 16 per cent. Customsduty on lead is 5 per cent.• A package of fiscal incentives including benefits of double taxation treaty is now available.MAM BABASABPATILFREEPPTMBA.COM Page 16
  17. 17. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009These government policies reflect the priority government accords to the automobile sector. Aliberalised overall policy regime, with specific incentives, provides a very conduciveenvironment for investments and exports in the sector.The outlook for India’s automotive sector appears brightThe outlook for India‘s automotive sector is highly promising. In view of current growth trendsand prospect of continuous economic growth of over 5 per cent, all segments of the auto industryare likely to see continued growth. Large infrastructure development projects underway in Indiacombined with favorable government policies will also drive automotive growth in the next fewyears. Easy availability of finance and moderate cost of financing facilitated by double incomefamilies 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 andToyota continue to leverage India as a source of components, Hyundai and Suzuki haveidentified India as a global source for specific small car models.At the same time, Indian players are likely to increasingly venture overseas, both for organicgrowth as well as acquisitions. The automotive sector in India is poised to become significant,both in the domestic market as well as globally.MAM BABASABPATILFREEPPTMBA.COM Page 17
  18. 18. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Passenger Car Market in IndiaIntroduction: India is believed to be the fourth-largest passenger car market in Asia comprising a rangeof cars belonging to different price segments and car segments. Starting from a 2-seater car, the Reva to a7-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 Bentleyselling out in crore.With the moving pace of time, Indian auto industry has gradually come up with various innovations andadvancements. Some of the leading car manufacturers like the Tata Motors, Hyundai Motors, Honda SeilIndia, and Maruti Suzuki have also proved their worth in terms of production, designing, and marketingacross the globe. These manufacturers have good number of cars crossing boundaries and winningappreciations. Many other global auto manufacturers have made their debut to India with their slew of carlaunches.The global car manufacturers are investing on Indian market eyeing the growing earningpotential, strong technological capability, availability of cheap and trained human resources. This furthergave a boost to Indian car exports. Low cost of production along with low cost of designing and researchhas also contributed to increasing car exports.According to the industry reports, the fiscal 2001-2002 recorded an increase of 5.3 million units whichincreased to 10.8 million units in the fiscal 2007-2008. The financial year 2007-2008 recorded a growthof 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 increasingnumber of establishments in terms of production houses and design centers. Recently, many carmanufacturers 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 pressurecontributed to the increasing sales figure of passenger cars in the country. During financial year2005-06, passenger vehicle sales witnessed a growth of 7.55% over the previous year. The majorplayers are still in the process of expanding their production capacity and roll out more carmodels in response to the needs and aspirations of Indian car consumers.MAM BABASABPATILFREEPPTMBA.COM Page 18
  19. 19. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009HISTORY OF TATA MOTORSEstablished 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 1954with 15-year collaboration agreement with Daimler Benz of Germany. It is the leader by far incommercial vehicles in each segment, and the second largest in the passenger vehicles marketwith winning product in the compact, midsize and utility vehicles segment. The company is theworlds 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 weoperate 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 ofIndia. Over 3.5 million Tata vehicles ply on Indian roads, since the first rolled out 1954. thecompany‘s manufacturing base is spread across Jamshedpur, pune, and Lucknow , supported bya nation-wide dealership, sales, services and spare part network comprising about 1200 touchpoints.Tata Motors, the first company from India‘s engineering sector to be listed in the New YorkStock Exchange manufacturing base is spread Jamashedpur, Pune, Lucknow, supported bynation-wide dealership, sales, services and spare parts network comprising about 1200 touchpoints.In 2005 Tata motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus andcoach manufacturer, with an option to acquire the remaining stake as well. Hispanics presence isbeing expanded in other markets.These acquisitions will further extend Tata Motors Global footprint, established through exportssince 1961. the company‘s commercial and passenger vehicles are already being marketed inseveral 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 SouthSenegal.MAM BABASABPATILFREEPPTMBA.COM Page 19
  20. 20. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009The foundation of the company‘s growth over the last 50 years is a deep understanding ofeconomic stimuli and customer needs the ability to translate them into customer desired offeringthrough leading edge R&D. with 1,400 engineers and scientists, the company‘s EngineeringResearch centre, established in 1966, has enable pioneering technologies and products. It wasTata 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 indigenouspassenger car. Within two years of launch, Tata Indica became India‘s largest selling car in itssegment.The pace of new product development has quickened. In 2005, Tata motors created a newsegment by launching the Tata Ace, India‘s first indigenously developed mini-truck. The year tocome will see the introduction of several other innovative vehicles, all rooted in emergingcustomer needs. R&D is also focusing on environment-friendly technologies in emissions andalternative fuels.Through its subsidiaries, the company is engaged in engineering and automotive solutions,construction equipment manufacturing, automotive vehicle components manufacturing andsupply chain activities, machine tools and factory automation solutions, high precision toolingand plastic and electronic components for automotive and computer applications, and automotivemailing and service operations.True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to corporatesocial Responsibility. It is a signatory to the united Nations Global Compact, and is engaged incommunity and social initiative on human rights, labor and environment standards in compliancewith the principles of the Global Compact. Simultaneously, it also plays an active role ofcommunity development, serving rural communities adjacent to its manufacturing locations.With the foundation of its rich heritage, Tata Motors today is etching a refulgent a refulgentfuture.MAM BABASABPATILFREEPPTMBA.COM Page 20
  21. 21. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009INTRODUCTION OF TATA MOTORSThere is a different between making money for one self and creating wealth for others. This is astory 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 ofcompanies, began with a textile mill in central India in the 1870‘s. His powerful vision inspiredthe steel and power industries in the countries, set the foundation for technical education, andphilosophy, 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 wasimplemented and many new initiative were launched under his leadership, the sir Darabji Tata‘strust (1932), the premier founder of the Tata‘s.Jemsetji younger son, sir Ratan Tata had a very distinct personality of his own, that reflected hissensitive understanding if human endeavor and his desire to utilize his considerable wealth toenhance the quality of public life.A philanthropist all his life, he created a trust fund for ―The advancement of learning and for therelief 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 todirect the group‘s growth and businesses:- Integrity Understanding Excellence Unity ResponsibilityMAM BABASABPATILFREEPPTMBA.COM Page 21
  22. 22. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Integrity:We must conduct over business fairly, with honesty and transparency. Everything we do muststand the test of the public scrutiny.Understanding:We must be caring show respect, compassion and humanity for our colleagues customers aroundthe 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 andin the quality of the goods and services we provide.Unity:We must work cohesively with our colleagues across the group and with our customers andpartners around the world, building strong relationships based on tolerance, understanding andmutual co-operation.Responsibility:We must continue to be responsibility, sensitive to the countries, customers and environment inwhich we work, always ensuring that what comes from the people go back to the people manytime over.Tata Motors ltd is India‘s largest automobile company, with revenue of Rs.32,426 crores [USD7.2billion] in 2006-07. it is the leader by far in commercial vehicles in each segment, and thesecond largest in the passenger vehicles market with winning products in the compact, midsizecar and utility vehicle segments. The company is the world‘s fifth largest medium and heavycommercial vehicle manufacturer, and the world‘s second largest medium and heavy busmanufacturer. The company‘s 22,000 employees are guided by the vision to be ―Best in the mannerin 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. TheMAM BABASABPATILFREEPPTMBA.COM Page 22
  23. 23. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009company‘s goal is to empower and provide employees with dynamic career paths in congruencewith corporate objectives. Regular in-house and external training ensures all-round potentialdevelopment and performance improvement. The company has won several awards recognizingits training programs.Business Description: TATA MOTORS LTD. The group‘s principal actives are to manufacture and marketHeavy, Medium, and Light Commercial vehicles and passenger cars. The group operates in twosegments: 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.MAM BABASABPATILFREEPPTMBA.COM Page 23
  24. 24. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009ORGANIZATION PROFILE OR COMPANY PROFILE:HISTORY OF MANICKBAG:NAME OF GROUP : MANICKBAG GROUPFOUNDER OF THE MANICKBAG : DHARMAPPA MIRJI & MANICKCHAND SHAHYEAR OF ESTABLISHEMENT : 1920Two families, Dharmappa Mirji and Manickchand Shah in the year 1920, founded theManickbag Group.The name manickbag was adopted because it was started on a land, which was donated by oneMr. Manickchand P. Zaveri of Bombay to Jain Boarding, and it was full of Bamboo jungle andhence the area was known as Manickbag. This land was taken on long lease and Manickbagconcerns got under way.First Manickbag Rice Mill was started then it was diversified to manickbag Soap Factory. Due tosome policy matter it was closed and Groundnut oil mill started. This group believes in honestyand quality so they were successful in producing the product, which was accepted abroad alsoManickbag Oil mills exported the groundnut oil.In the year two young family members turned their focus to the business. Manickag owned a fewpetrol-fueled trucks, so to maintain these trucks small workshop was started as ManickbagEngineers. Soon engines came in market. Taking advantage of this opportunity ManickbagEngineers converting petrol trucks into diesel by changing the engine assembly.Simpson was the leading manufacture of diesel engine then and they offered the dealership fortheir engines to Manickbag in the year 1951. The MICO dealership was acquired in 1956. Atsame time Ashok Leyland Sub dealership under Sundaram motors was taken in 1956 in the nameof manickbag Automobiles. Then for rebuilding a full-fledged Machine shop was started. In theyear 1956 separated firm as Manickbag Diesel started exclusive for Micro product andMAM BABASABPATILFREEPPTMBA.COM Page 24
  25. 25. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Manickbag Garage Industries for Machine shop and Leyland Service for repairs and service ofLeyland 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 theyear 1980 (24/09/1980)Sundram Clyaton TVS Moped dealership was taken. The TVS Motor Coltd (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 fromAshok Leyland to TATA MOTORS.PRESENT BUSINESS LINES:Hindustan Petroleum - Since 1950Simpson - Since 1951MICO - Since 1956Kirloskar Bearings - Since 1975TVS Motor Co. - Since 1980Sesa Goa Pig iron Coke and coal - Since 1990Tata motors - Since 1992Tata Motors - Since 1995 (started separate passenger division)BRANCHES:MAM BABASABPATILFREEPPTMBA.COM Page 25
  26. 26. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Head office  Belgaum1997 state of Art Dealership facility started at Belgaum 1. Hubli 2. Bijapur 3. Ankola 4. Gulbar 5. GokakService set up: 1. Bagalkot 2. Bidar 3. ChikkodiAchievements : Best Dealership Award from TATA Motors (TELCO) Best Dealership Award from MILCO Best Dealership Award from TVS Motor Co.MAM BABASABPATILFREEPPTMBA.COM Page 26
  27. 27. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009The 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 roadBelgaum, which is covering 6 districts namely Bagalkot, Bijapur, Dharwad, Gadag, Belgaumand Haveri.It is having small showroom at Ankola and Bijapur to cover those areas, which are workingunder the guidance of Manickbag the main branch. It uses promotional activities such asperiodical advertisement, Offers Insurance, Road Shows, Demonstration.Sales executives are playing important role in attaining the enquires of their customers, thepresent enquiry a purchasing ratio of customer is 3:1.Since Manickbag is the only big showroom the promotional activities conducted are not reachingeffectively to customers of other district, it show that most of their sales are in and aroundDharwad district simultaneously it is loosing customers in other districts.MAM BABASABPATILFREEPPTMBA.COM Page 27
  28. 28. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009“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 attractcustomer 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 andwant through creating and exchanging products value with others.Manickbag has adopted various methods of marketing such as:1. Contacts2. Counter3. Advertisement4. Casual visit5. After sales service6. Banks1. 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 aboutthe vehicle purchased by them. This creates a good relationship between the executives and thecompany and in turn with the customer.MAM BABASABPATILFREEPPTMBA.COM Page 28
  29. 29. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 5. After sales service: This is best way as they can provide better service to the customer. 6. Banks: Banks are one of the means of attracting people Manickbag provides in house finance facilities i.e. (TATA Motor finance) and in house insurance. ORGANIZATIONAL STRUCTURE The structure of the company refers to the authorities and responsibilities of the employees. DIRECTORS MANAGING DIRECTOR SALES DEPARTMENT SPARES DEPARTMENT SERVICE ACCOUNTS DEPARTMENT DEPARTMENT MANAGER MANAGER MANAGER MANAGERSALES CO-ORDINATOR STORE KEEPER SERVICE STAFF ACCOUNTS STAFF SALES EXECUTIVE SUPERVISOR SERVICE ADVISOR SUPERVISOR MAM BABASABPATILFREEPPTMBA.COM Page 29
  30. 30. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009PRODUCTS Tata moters Manickbag automobile pvt ltd is purely passenger vehicles dealer company.INDICA, INDICA V2, VICTA DL TURBO, SUMO, SPACIO GOLD PLUS, INDIGOMARINA these all are the products sale by the Manickbag Automobiles.―PRODUCT PROFILE‖INDICA PROFILE:-INDICA- Till about 2 years ago, India was no different from other less developed contries in onecrucial respect, it has not designed and produced a car indigenously. India‘s case was evercuriouser, the country had sent missiles into space but had not been able to produce a carindigenously. This situation changed with the launch Tata indica in December 1998.MAM BABASABPATILFREEPPTMBA.COM Page 30
  31. 31. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009This basic concept of the car was set the out in 1995. the car should, it was decided, be designedaround 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 theoptimum 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 ofthe car which were refined and finalized in association with the famous Milan, based designhouse I.D.E.A.  Total number of engineers who worked on Indica project –200.  Number of diesel specially manufactured for indica –740.  Time taken from conception to completion –31 months.  Number of components specially developed for indica –3885.  Cost of project – Rs. 1700 crore  Number of production fixtures created for indica –4010MAM BABASABPATILFREEPPTMBA.COM Page 31
  32. 32. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009COLOURS OF INDICA CARS  STONE BLUE  SAFFRE GOLD  PEARL SILVER  EMERALD GREEN  MINT WHITE  MICA BLACK  INDIANA REDMAM BABASABPATILFREEPPTMBA.COM Page 32
  33. 33. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009INDICA V2 Tata engineering today announced the launch of Indica V2, the next stage of condition ofdiesel indica. The indica v2 is engineered to deliver high standards of drive comforts, handlingand 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 theimprovements and refinements that have gone on indica since its launch. Besides, the indica v2as features and performances characteristics deserves of a car in this segment for tomorrowsmarket. The v2 is the next generation indica that builds on the confidence of over 90000customers 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 gearboxtechnology while the most visible are the wider types that the car now sports far enhanced drivecomforts and safety. Tata engineering announced the launch of 2 new power steering versions of the indica DLSin diesel indica v2 range. The new power steering models are positioned attractively above the air conditionedmodels and come with body colored bumpers and 4 spoke soft feel power steering wheel withdropping flow features in it. This indica v2 has a side impact beams with all 4 wheel arcsfollowed with side rubbing rails. The warranty has been extended from 18 months to 36 months.MAM BABASABPATILFREEPPTMBA.COM Page 33
  34. 34. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Indica’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 greyMAM BABASABPATILFREEPPTMBA.COM Page 34
  35. 35. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009INDICA‘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}  INDICA N.A.DLS {EURO III}  DIESEL TURBO VARIANTSMAM BABASABPATILFREEPPTMBA.COM Page 35
  36. 36. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009  INDICA TURBO DLS {EURO III}  INDICA TURBO DLG {EURO III}  INDICA TURBO DLX {EURO III}  DIESEL TAXI VARIANTS  INDICAB TAXI DL {EUROII}  INDICAB TAXI DLE {EUROII}  INDICAB TAXI DL {EUROIII}  INDICAB TAXI DLE {EUROIII}MAM BABASABPATILFREEPPTMBA.COM Page 36
  37. 37. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009OTHER 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[ 15 kmpl, techo mtr, digital clock, power steering, low fuel & high engine Temp warning lamps,70 PS @4000rmp]MAM BABASABPATILFREEPPTMBA.COM Page 37
  38. 38. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 INDIGO MARINA[15 kmpl, techo mtr HVAC, Keyless entry, CD/MP3 Player 70 PS @4000rmp & 140 Nm @1800-3000rmp]MAM BABASABPATILFREEPPTMBA.COM Page 38
  39. 39. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009RESEARCH STUDYIntroduction to the Project:Automobile Industry in India has witnessed a tremendous growth in recent years and is all set tocarry on the momentum in the foreseeable future. Indian automobile industry has come a longway 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 withdifferent service and maintenance schemes in order to attract the customers.After years of dominating the commercial vehicle market in India, Tata Motors entered thepassenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle. After thelaunch of three more vehicles, Tata Estate (1992, a stationwagon design based on the earlierTataMobile (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998,Indias first sports utility vehicle). Tata launched the Indica in 1998, the first fully indigenouspassenger car of India. Though the car was initially panned by auto-analysts, the cars excellentfuel economy, powerful engine and aggressive marketing strategy made it one of the best sellingcars in the history of the Indian automobile industry.In my Summer Inplant Project duration, I am going to conduct a research study on “CustomerSatisfaction on the Tata Indica Passenger Car (all versions)”.Need for the projectsManickbag Automobiles (P) Ltd – Belgaum popularly known as Manickbag Automobiles is anauthorized dealer of Tata Passenger Cars caters to four districts of North Karnataka region.Manickbag Automobiles has to continuously evaluate its performance and customer satisfactionas it faces a stiff competition from other dealers in this region like dealers of Maruti – Suzuki,Honda, Skoda, Toyota, Ford etc.MAM BABASABPATILFREEPPTMBA.COM Page 39
  40. 40. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009In this project a sincere effort has been made to find out the customers perception towards allversions of Tata Indica car and to evaluate the performance of these cars and measuringcustomer satisfaction level. The information will be collected from the owners/drivers of TataPassenger Car in Belgaum region.Project DetailsTopic of the StudyA 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.MAM BABASABPATILFREEPPTMBA.COM Page 40
  41. 41. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 RESEARCH METHODOLOGYType of ResearchThe project is based on Descriptive Research and Explorative research.Type of DataBoth Primary & Secondary data will be collected for the project.Data Collection Method1. Primary DataQuestionnaireQuestionnaire will be used as one of the instruments to collect the required data and as a guide tointerview the target audience. The questionnaire is designed to be structured & non disguisedtype for the respondents.Personal interviewAlong with the questionnaire, the target audience will be asked questions, to get betterinsights about Tata Indica.Expert opinionTo get the better insight and to know about some technical problems if any and to knowabout the Perception of customer about all versions of Tata Indica, we will be havingdiscussion with local car mechanics2. Secondary Data  Websites, Newspaper & Magazines  Product brochures  Company officials  Mechanics  FarmersMAM BABASABPATILFREEPPTMBA.COM Page 41
  42. 42. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009Survey MethodInitially personal interviews will be conducted with the existing customers/mechanics/companyofficial to get better insights about passenger car market & Tata Indica, based on this informationa questionnaire will be prepared which will be used to survey the target audiencePopulationOwners/drivers/new buyer of passenger vehicle of Belgaum district.Sampling UnitOwners/drivers/new buyers of passenger cars.Sample SizeFrom the Belgaum region 100 owners/drivers/new buyer of passenger cars.Will be selected for the study.Sampling MethodNon – probability, Convenient sampling method will be used for the survey.Geographical AreaThe survey will be conducted in the geographical area of Belgaum.MAM BABASABPATILFREEPPTMBA.COM Page 42
  43. 43. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 DATA ANALYSIS AND INTERPRETATION Frequency Table1: Annual Income of the respondent Annual incom e of the res ponde nt Cumulativ e Frequenc y Percent V alid Percent Percent V alid 100000-250000 38 38.0 39.6 39.6 250000-400000 51 51.0 53.1 92.7 400000 & abov e 7 7.0 7.3 100.0 Total 96 96.0 100.0 Mis sing System 4 4.0 Total 100 100.0 Graph1: Annual Income of the respondent 60 53 50 40 40Percent 30 20 10 7 0 100000-250000 250000-400000 400000 & above Annual income of the respondent Interpretation : Among respondents surveyed, 40% of the respondents have their income level between 1 lakh- 2lakhs, 53% have their income between 2.5lakhs-4lakhs & 7% have their income between 4lakhs & above. MAM BABASABPATILFREEPPTMBA.COM Page 43
  44. 44. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table2: Variant of Tata Indica Passenger car At pre se nt w hich var iant of Tata Indica pas s enge r car do you ow n? Cumulativ e Frequenc y Percent Valid Percent Percent Valid DLE Indicab (AC) 6 6.0 6.0 6.0 DLE(AC) 15 15.0 15.0 21.0 DLS (AC,PS) 41 41.0 41.0 62.0 GLE (AC) 19 19.0 19.0 81.0 GLE (LPG) 8 8.0 8.0 89.0 GLS (AC,PS) 8 8.0 8.0 97.0 GLS (LPG) 3 3.0 3.0 100.0 Total 100 100.0 100.0 Graph 2: Variant of Tata Indica Passenger car 50 40 41 30Percent 20 19 15 10 8 8 6 0 3 DLE Indicab (AC) DLS (AC,PS) GLE (LPG) GLS (LPG) DLE(AC) GLE (AC) GLS (AC,PS) At present which v ariant of Tata Indica passenger car do y ou own? Interpretation: Out of 100 respondent, 6% own Indica DLE indicab (AC), 15% have DLE (AC), 41% DLS (AC, PS), 19% have GLE (AC), 8% have GLE (LPG), 8% have GLS (AC, PS) and 3% of the respondents have GLS(LPG). MAM BABASABPATILFREEPPTMBA.COM Page 44
  45. 45. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 3: Searching Information before buying car Did you se ar ch inform ation for buying the car? Cumulativ e Frequenc y Percent Valid Percent Percent Valid YES 49 49.0 49.0 49.0 NO 51 51.0 51.0 100.0 Total 100 100.0 100.0 Graph 3: Searching Information before buying car 60 50 51 49 40Percent 30 20 10 0 YES NO Did y ou search inf ormation f or buy ing the car? Interpretation: Out of 100 respondents surveyed, 49% expressed that they searched information for the car & 51%expressed that they have not searched for information. MAM BABASABPATILFREEPPTMBA.COM Page 45
  46. 46. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 4: Comparison with other car brands Did you com par e w ith othe r car brands that you w e re aw are off? Cumulativ e Frequenc y Percent Valid Percent Percent Valid YES 44 44.0 44.0 44.0 NO 56 56.0 56.0 100.0 Total 100 100.0 100.0 Graph 4: Comparison with other car brands 60 56 50 44 40Percent 30 20 10 0 YES NO Did y ou compare with other car brands that y ou were aware of f ? Interpretation: Among the respondents surveyed , 44% expressed that they compared the car with the other Brands they were aware off. MAM BABASABPATILFREEPPTMBA.COM Page 46
  47. 47. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 5: Age of the Car Fr om how m any year s you are using your e xis ting car? Cumulativ e Frequenc y Percent Valid Percent Percent Valid Less than 2years 24 24.0 24.0 24.0 2 - 4 years 59 59.0 59.0 83.0 4 - 6 years 10 10.0 10.0 93.0 More than 6 years 7 7.0 7.0 100.0 Total 100 100.0 100.0 Graph 5: Age of the Car 70 60 59 50 40Percent 30 24 20 10 10 7 0 Less than 2years 2 - 4 years 4 - 6 years More than 6 years From how many y ears y ou are using y our existing car? Interpretation: Among the respondents surveyed, 24% of the respondents expressed that they have vehicle of age less than 2 years, 59% of the vehicle are between 2-4years, 10% between 4-6 years & 7% of vehicle have age more than 6 years. MAM BABASABPATILFREEPPTMBA.COM Page 47
  48. 48. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 6: Source of Awareness How did you com e to k now about the exis ting car? Cumulativ e Frequenc y Percent Valid Percent Percent Valid Company personal 19 19.0 19.0 19.0 Friends 19 19.0 19.0 38.0 Media 38 38.0 38.0 76.0 Self 24 24.0 24.0 100.0 Total 100 100.0 100.0 Graph 6: Source of Awareness 40 38 30Percent 24 20 19 19 10 0 Company personal Fri ends Media Self How did y ou come to know about the existing car? Interpretation: Out of the 100 respondents, 19% came to know about their vehicle through company personal, 19% from friends, 38% from media & 24% of them knew themselves. MAM BABASABPATILFREEPPTMBA.COM Page 48
  49. 49. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 7: Factors Influenced to buy Car What influe nce d you to buy your e xis ting car? Cumulativ e Frequenc y Percent V alid Percent Percent V alid Necess ity 11 11.0 11.0 11.0 Status 16 16.0 16.0 27.0 Family 21 21.0 21.0 48.0 Friends 40 40.0 40.0 88.0 A dv ertisements 2 2.0 2.0 90.0 Others 10 10.0 10.0 100.0 Total 100 100.0 100.0 Graph 7: Factors Influenced to buy Car 50 40 40 30Percent 20 21 16 10 11 10 0 Necessity Family Advertis ements Status Fri ends Others What inf luenced y ou to buy y our existing car? Interpretation: Among the respondents surveyed, 40% of them were influenced by friends, 21% by family, 16% were influenced by status and 11% of respondents expressed that they had necessity to buy the vehicle. MAM BABASABPATILFREEPPTMBA.COM Page 49
  50. 50. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 8: Ranking features of car which influenced to buy Rank the follow ing fe atures of your car w hich influence d you to buy that par ticular car? Cumulativ e Frequenc y Percent Valid Percent Percent Valid Price 25 25.0 25.0 25.0 Mileage 46 46.0 46.0 71.0 Design & Tec hnology 7 7.0 7.0 78.0 Brand 10 10.0 10.0 88.0 Resale v alue 3 3.0 3.0 91.0 Comf ort 5 5.0 5.0 96.0 Utility 4 4.0 4.0 100.0 Total 100 100.0 100.0 Graph 8: Ranking features of car which influenced to buy 50 46 40 30Percent 25 20 10 10 7 5 3 4 0 Price Design & T echnology Resale value Utility Mileage Brand Comfort Rank the f ollowing f eatures of y our car which inf luenced y ou to buy that Interpretation: Among the respondents surveyed 46% ranked mileage as a feature which influenced them lot to by that car, 25% ranked price and 10% of the respondents ranked the brand equity of Tata. MAM BABASABPATILFREEPPTMBA.COM Page 50
  51. 51. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 9: Level of Importance - Comfortness Level of im por tance - Com for tne ss Cumulativ e Frequenc y Percent Valid Percent Percent Valid mos t important 87 87.0 87.0 87.0 Impotantant 12 12.0 12.0 99.0 Neutral 1 1.0 1.0 100.0 Total 100 100.0 100.0 Graph 9: Level of Importance - Comfortness 100 87 80 60Percent 40 20 12 0 most important Impotantant Neutral Lev el of importance - Comf ortness Interpretation e: Among the respondents surveyed 87% expressed that the level of comfortness is most important while buying a car. MAM BABASABPATILFREEPPTMBA.COM Page 51
  52. 52. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 10: Level of Importance - Price Level of im por tance - Pr ice Cumulativ e Frequenc y Percent Valid Percent Percent Valid mos t important 83 83.0 83.0 83.0 Impotantant 13 13.0 13.0 96.0 Neutral 4 4.0 4.0 100.0 Total 100 100.0 100.0 Graph 10: Level of Importance - Price 100 80 83 60Percent 40 20 13 0 most important Impotantant Neutral Lev el of importance - Price Interpretation: Among the respondent surveyed, 83% expressed that the price is a most important attribute while buying a car. MAM BABASABPATILFREEPPTMBA.COM Page 52
  53. 53. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 11: Level of Importance - Power Level of im portance - Pow e r Cumulativ e Frequenc y Percent V alid Percent Percent V alid mos t important 73 73.0 73.0 73.0 Impotantant 12 12.0 12.0 85.0 Neutral 12 12.0 12.0 97.0 Leas t importanc e 2 2.0 2.0 99.0 V ery leas t importance 1 1.0 1.0 100.0 Total 100 100.0 100.0 Graph 11: Level of Importance - Power 80 73 60Percent 40 20 12 12 0 most important Neutral Very least importanc Impotantant Least importance Lev el of importance - Power Interpretation: Among the respondents surveyed, majority of the respondents is, 73% expressed that the ‗power of vehicle‘ is a ‗most important‘ attribute while buying a car. MAM BABASABPATILFREEPPTMBA.COM Page 53
  54. 54. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 12: Level of Importance - Fuel Consumption Level of im portance - Fuel cons um ption Cumulativ e Frequenc y Percent V alid Percent Percent V alid mos t important 73 73.0 73.0 73.0 Impotantant 3 3.0 3.0 76.0 Neutral 10 10.0 10.0 86.0 Leas t importanc e 12 12.0 12.0 98.0 V ery leas t importance 2 2.0 2.0 100.0 Total 100 100.0 100.0 Graph 12: Level of Importance - Fuel Consumption 80 73 60Percent 40 20 12 10 0 most important Neutral Very least importanc Impotantant Least importance Lev el of importance - Fuel consumption Interpretation: Among the respondents surveyed, majority of the respondent is, 73% expressed that the ‗fuel efficiency‘ of a vehicle is also a ‗most important‘ attribute while buying a car. MAM BABASABPATILFREEPPTMBA.COM Page 54
  55. 55. Measurement of Customer Satisfaction level on Tata Indica Passenger Car (all versions)” 2009 Frequency Table 13: Level of Importance - Safety Level of im portance - Safe ty Cumulativ e Frequenc y Percent V alid Percent Percent V alid mos t important 74 74.0 74.0 74.0 Impotantant 1 1.0 1.0 75.0 Neutral 4 4.0 4.0 79.0 Leas t importanc e 12 12.0 12.0 91.0 V ery leas t importance 9 9.0 9.0 100.0 Total 100 100.0 100.0 Graph 13: Level of Importance - Safety 80 74 60Percent 40 20 12 9 0 4 most important Neutral Very least importanc Impotantant Least importance Lev el of importance - Saf ety Interpretation: Out of 100 respondents, 74% expressed safety as a ‗most important‘ a attribute while buying a car, 12% least importance and 9% expressed it a very least important. MAM BABASABPATILFREEPPTMBA.COM Page 55

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