This document presents a study on customer satisfaction with the Tata Nano GenX car in Ranchi, India. A survey was conducted with 25 recent Nano GenX owners to understand their satisfaction levels. The study found that after-sales service, mileage, and comfort had the strongest relationships with overall satisfaction. Younger customers reported higher satisfaction than older customers. The study recommends improving the car's image through advertising, celebrity endorsements, and focusing on mileage, looks, and technology to increase satisfaction levels.
Hi All, We have analyzed the positioning of Tata Nano (Kellogg School of Management Case Study)... We have looked into the current sales trends as of 2015... We have proposed an unique positioning... Hope you will appreciate.
Hi All, We have analyzed the positioning of Tata Nano (Kellogg School of Management Case Study)... We have looked into the current sales trends as of 2015... We have proposed an unique positioning... Hope you will appreciate.
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1. A PROJECT
on
“STUDY OF CUSTOMER SATISFACTION FROM
TATA NANO GENX”
PRESENTED BY:
SHATABDI
SHIPRA SHRESTH
SREELAKSHMI NAIR
ANJALI
2. INTRODUCTION
“Customer satisfaction has been the focal point in all
most all marketing management strategies in business
organizations. Many researcher conceptualise customer
satisfaction as an individual’s feeling of pleasure or
disappointment resulting from comparing a product’s
perceived performance in relation to his or her
expectations”.
3. The present study aims on the SATISFACTION
FROM TATA NANO GENX cars among the
customers. A sample survey of 20 respondents was
undertaken to find out the SATISFACTION FROM
TATA NANO GENX cars in RANCHI city. The
study mainly concentrated on general applications,
general awareness, advantages and consumer
preferences of TATA NANO cars.
4. Tata GenX Nano ( Nano GenX and Nano GenX AMT) is a
city car manufactured by Tata Motors. GenX Nano is
developed by Tata Nano with an automated manual
transmission and a fifth door (open-able hatch). GenX Nano
comes in 4 & 5 gear manual transmission and the 5 gear
transmission system in GenX (AMT version) is the same as in
Tata Zest diesel AMT.
GenX Nano comes in five variants, XE, XM, XMA, XT and
XTA. Overall dimensions, engine, transmission, suspension,
steering and brakes are the same in all variants. The key
differences are in the car features.
5. Nano GenX - features
New paint, funky look & new stereo
Wider grin , new headlamp clusters, new fog lamps,
an altered rear bumper in sync with the one upfront
94 litres of luggage space and 110 litres of manual
variant, extensible to 500 litres of maximum space.
AMT technology, Automatic Manual Transmission,
cheapest car to sport that feature.
Good air conditioning, Power steering
(source=BBC top gear)
6.
7. To find out the level of satisfaction among
the consumers of TATA NANO GENX.
To identify the most influential factors
affecting customer satisfaction.
8. Geographic area
The study covers the area of RANCHI town.
Research Design:
It is a Descriptive research: CROSS-SECTIONAL
Data Sources:
Primary data from customers through questionnaires
Sample Plan:
Population: Owners of Nano GenX who have bought
the car in the past 6 months to One year.
9. Sampling Technique: Convenience sampling.
Sample size:25
Research instrument:
Research instrument used for collecting a data is
questionnaire
Statistical Tools Applied:
1. Chi-square and
2. Pie chart
3. Correlation Analysis
4.Central Tendency
10. DATA COLLECTION METHODS
PRIMARY DATA COLLECTION
Survey Method
SECONDARY DATA COLLECTION
Personal Interview
Reports
Journals
11. HYPOTHESIS
H1: there is relationship between the Age and level of customer satisfaction.
H2: there is relationship between the after sales service and level of
customer satisfaction.
H3: there is relationship between Mileage and level of customer
satisfaction.
H4: there is relationship between Clutch less Technology(AMT) and level
of customer satisfaction
H5: there is relationship between Interior Space and level of customer
satisfaction
H6:there is relationship between Look of the Car and level of customer
satisfaction
H7:there is relationship between Comfort and level of customer satisfaction
12. ANALYSIS
Q At the time when you decided to buy Nano GenX ,you
must have considered number of attributes. Please tell
us to what extend these attributes attracted you to
make the purchase?
21. Q Rate the level of importance for the following
attributes
MILEAGE AMT INTERIORSPACELOOK AFTERSALES COMFORT
VERYIMPORTANT 11 2 3 5 8 9
IMPORTANT 1 11 9 7 3 5
NEITHERIMPORTANTNORUNIMPORTANT 1 2 1 1 4 0
UNIMPORTANT 2 0 2 0 0 0
NOTATALLIMPORTANT 0 0 0 2 0 1
22.
23.
24.
25.
26.
27.
28. Q Rate the current level of satisfaction in the following
attributes
29.
30.
31.
32.
33.
34.
35. AGE & LEVEL OF SATISFACTION (Chi Test)
YOUNG MIDDLE OLD
15-22 4 1 1 6
23-30 4 3 2 9
8 4 3 15
young middle old
low 3.2 1.6 1.2
high 4.8 2.4 1.8
f0 fe
4 3.2
4 4.8
1 1.6
3 2.4
1 1.2
2 1.8
CHI TEST CAL 0.979279
CHI TEST CRITICAL 9.2104
36. LEVEL OF SATISFACTION FOR EACH AGE GROUP:
YOUNG MIDDLE OLD
0 17 0
16 0 0
18 0 0
19 0 0
0 0 18
0 26 0
15 0 0
29 0 0
0 26 0
27 0 0
0 20 0
0 0 26
0 0 29
27 0 0
26 0 0
177 89 73
39. INFERENCE
There is relationship between the Age and level of customer
satisfaction.
There is relationship between Mileage and level of customer
satisfaction.
There is relationship between Clutchless Technology(AMT) and
level of customer satisfaction
There is relationship between Interior Space and level of customer
satisfaction
There is relationship between Look of the Car and level of customer
satisfaction
There is relationship between the after sales service and level of
customer satisfaction.
There is relationship between Comfort and level of customer
satisfaction
40. FINDINGS
Out of the given attributes ‘AFTER SALES SERVICES’
is the most attractive one, the level tending towards
very attractive.
Most of the users are of the view that Nano Genx is
safe for use.
Mileage and Comfort are of greater importance to the
consumer, the level tending towards very important.
There exists a high correlation (0.921) between
Comfort and level of overall satisfaction
Younger population (20-35) are more satisfied with the
car.
41. RECOMMENDATION
Launch of an automatic transmission variant of the
Nano
Fresh targeting and positioning strategies should be
adopted.
Focus on new advertisement campaign which should
include building emotional connect with consumers
and celebrity endorsements.
The image of the car should be revamped(mileage,
looks of the car and technology)
42. CONCLUSION
There was an urgent need to revamp the image of the
car for its survival.
The launch of NANO GENX proved to be a revival
strategy to increase the decline sales of NANO.
Tata has come up with several strategies throughout
to change the perception of a ‘Cheap Car’ into ‘People’s
Car’.
43. REFERENCE
NANO RANKS LAST IN CUSTOMER SATISFACTION AMONG
INDIAN SMALL CARS-Report Information from ProQuest February 13
2015
THE NEW NANO PROMISE-- Report Information from ProQuest
CUSTOMER SATISFACTION AND LOYALTY: THE CRITICAL
ELEMENTS OF SERVICE QUALITY-Report Information from ProQuest
CONSUMER SATISFACTION, DISSATISFACTION AND POST-
PURCHASE EVALUATION: AN EMPIRICAL STUDY ON SMALL SIZE
PASSENGER CARS IN INDIA- Report Information from ProQuest
Z Business
Economic Times
BBC Top Gear
NDTV
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