CHAPTER 1:

INTRODUCTION

1
1.1 Origin of the Report

The project paper is a requirement to complete the MBA program of Department of Business
Administration, North East University Bangladesh, Sylhet. I have joined the Commercial
Vehicle Division of Nitol Motors Limited, Sylhet Branch on January 5th, 2015. During my
project I’ve decided to do my report on “Customer Satisfaction of Commercial Vehicle” as a part
of the project program. Organizational supervisor Mr. Jasim Uddin, (AGM) of Commercial
Vehicle Division of Nitol Motors Limited approved the proposal. My honorable academic
supervisor Mst. Noor Jahan Shimu also approved the proposal and assigned me to assess
Customer Satisfaction of Commercial Vehicle at Nitol Motors Limited, Sylhet Branch.

1.2 Learning Objective of Project

SinceI have been working as a Senior Officer at Nitol Motors Limited, Sylhet Branch this place
gave me the way to get myself familiarized with Customer Satisfaction of Commercial Vehicle
for the first time indeed. I have had an opportunity to gather experience by working in the
different desks of the department. The eventual purpose of the study is to increase real life
experience in any kind of service sector and to get a clear idea about the importance of training
programs which consumes valuable time and resources.

1.3 Objectives of the Report

 The report contains some specific objectives :

 To know about the current practice of the assessing Customer Satisfaction of Commercial
Vehicle of Nitol Motors Limited.
 To construct a tentative suggestion to the Commercial Vehicle Division about Customer
Satisfaction with financing advantages.
 To focus total activities of Commercial Vehicle of Nitol Motors Limited.
The principal intent of this report is to analyze the demand of commercials vehicles and their
customer’s satisfaction.

2
1.4 Methodology of Data Collection

For achieving the specific objective of this study, I have collected the related data both from
primary & secondary sources. Methodology used in collection of data is as follows:

1. Survey Research method

2. Primary source of Data
 Questionnaires
 Direct Interviewing
3. Secondary Source of Data
 Internet
 Newspapers
 Magazines

Research
Framework

Commercials Vehicles Industry in Bangladesh: An analysis of NML

Primary Data Secondary Data

Interview Brochures
Survey Newsletters
Conversation Product Catalogs
Observation Website

Problem Findings and recommendations

Fig: 1.1 Conceptual Research Framework of the report

3
1.5 Literature Review

It is noteworthy to investigate what research work has been done throughout the world in the
context of " Customer satisfaction with reference to Nitol Motors Commercial vehicles" so
that their contribution in the existing body of literature and gaps in their findings can be
explored. While going through review of previous research finding, particularly conducted
empirically the researcher came across many studies which covered the various aspects
related to this topic but researcher mainly focus attention on those studies which are relevant
for this topic.
Shohan and Shelly (2014) mentioned a study on "customer satisfaction, dissatisfaction and
post purchase evaluation: an empirical study on small size Commercial vehicles in
Bangladesh" with the main objectives to examine the satisfaction and impact on future
purchase decision and explore the performance of different attributes in automobile in giving
satisfaction to customer with the sample size of 50 customers and they used the multiple
regression techniques and they revealed from this study that customers are highly satisfied
with the performance of attributes like pickup, wipers, etc. and other attributes like pollution,
engine, quietness, battery performance, and pick up influence the consumer future purchase
decisions and consumer give the more importance to these factors.
Avijit (2015) revealed a study on " An empirical review of the product and customer
satisfaction of Tata commercial vehicles" to find out the quality of service, performance of
Tata motors and to know the consumer perception towards Tata motors with the sample size
of 100 customers and used the statistical techniques tables, bar charts etc. This study
concluded that consumer prefer the Tata commercial vehicles due to its better quality, brand
image, easy availability of service stations, spare part quality etc.
Srity and Shaorav (2016) revealed study on "Customer satisfaction towards Tata Motors - A
study on Passenger cars in Warangal district of Andhra Pradesh" with the objectives to study the
customer satisfaction with the usage of vehicles, after sale service, key area of strength, pricing
affects, service and quality. They take the sample of 100 respondents and used the percentage

4
technique. They concluded from the study that majority of customers are satisfied with the
safety, dealer service, customer relationship and availability of spares etc.

1.6 Limitations

Limitations, which I faced while doing my project report are discussed below:
a) Official documents on the detail activities of the department were not available.
b) The collection of exact information is difficult because maximum information is
confidential and those informations are modified before presenting in this report.

5
 CHAPTER 2:
OVERVIEW OF THE ORGANIZATION

6
2.1 About Nitol Motors Limited:

Distributor of TATA Vehicles and The Largest Commercial Vehicle Solution Provider in
Bangladesh.From a trading company in early eighties, Nitol-Niloy Group has literally become a
household name in less than twenty years. Over the years, it has expanded its activities into
different sectors in order to ensure excellence in service to the customers. Because of its
continuous diversification, it has shaped itself as a true conglomerate from its original identity as
a transport based organization. This was the dream of Mr. Abdul Matlub Ahmad, which he had
in his student days in Oxford. With strong support of dedicated management team, he made his
dream come true. But like he says "This is just the beginning of good times, best is yet to come".
The main thrust of Nitol-Niloy Group comes from, marketing TATA brand of commercial
vehicles in Bangladesh including Buses, trucks, passenger version pickup trucks, Maxi and
construction equipment. Since 1991, it commenced assembly and building body of TATA
vehicles, popular in the country for its economy and excellent value for money, unique pay-as
you-earn marketing system and complete after sales service.
Nitol-Niloy Group has a strong, diversified profile in Bangladesh. It has opted for trading
assembling of vehicles, bus body making, after sales support, transport and aviation services,
financial institutions, manufacturing industries, real state including building of satellite
townships, properties development and sports promotion. The group annual turnover is estimated
to cross taka 1000 cores. New enterprise is being implemented. Nitol-Niloy Group is looking at a
new horizon of attainable dreams. For Nitol-Niloy Group, “sky is the limit”.

2.2 About NITA Company Ltd.

A joint venture of TATA Motors Limited and Nitol Motors Ltd. Nita Company Ltd., a flagship
enterprise of Nitol Group, has been established in 1991 and is in the business of assembly of
commercial vehicles, Chassis of Trucks, Buses and Minibuses that are imported in completely
knocked Down Condition (CKD) are assembled here. Assembly of Vehicles became necessary
in order to maintain adequate and timely stock of vehicles and also provide an opportunity for
the automobile industry in Bangladesh to gear up for localized manufacturing.

7
2.3 Management Profile
 Chairman of Nitol Niloy Group: Abdul Matlub Ahmad
 Vice Chairman & Director (HR) of Nitol Niloy Group: Mrs. Selima Ahmad
 Managing Director of Nitol Niloy Group: Mr. Abdul Musabbir Ahmad
 Executive Director of Nitol Niloy Group: Abdul Mannan Ahmed
 Finance Director of Nitol Niloy Group: M.Anowar Husain

2.4 Organization Structure

CHAIRMAN

VICE
MD
CHAIRMAN
TATA CORP MONITO
HRD ADMI HERO NON

BODY R CELL

AUDIT COMMERCIAL CEO OPERATING

2.5 Sales Network

There are 67 Dealers points around the country.

8
2.6 About Commercial Vehicle Division:

In the year 1991, NITOL MOTORS LTD. Starts assembly and building body of TATA vehicles,

popular in the country for its economy and excellent value for money, unique pay-as you-earn
marketing system and complete after sales service and establish commercial vehicle division.

Workforce:

About 67 sales offices around the county and 2000 sales executives are assigned to operate sales
activities. Also 67 dealer point are included with sales team.

2.7 Products under commercial vehicle division:

Pickup

Tata Motors was the first automobile company in India to launch the Tata Mobile, a pickup
vehicle, way back in 1989. Tata Motors now has the entire range with 207DI, Telco line and the
recently introduced Xenon Pickup in the portfolio, to cater to any need.

Small Truck

Ideal for short, narrow roads as well as long highway hauls, the Ace family of mini trucks are an
innovative 4-wheeler solution from Tata Motors carrying 600 kg to 1-ton payload. Starting with
ACE HT in 2005 now we have ACE EX, ACE EX2, ACE Super, ACE Magic and ACE ZIP.

Light & Medium Truck

Rigid trucks in the small and light commercial vehicle category (1.5 ton to 5 ton GVW) offer
efficient solutions for transporting variety of goods. There are 407, 707, 909 and 1109 models in
this category widely used in Bangladesh.

7-20 Ton Heavy Truck

Rigid trucks from Tata Motors range from 7 ton to 20-ton GVW and transport heavy loads
efficiently. These heavy commercial vehicles offer superior fuel efficiency, faster turnaround

9
time, improved tyre life and better drivability. 1613, 1615, 2516 heavy duty trucks moving
country and developing nation.

10
 CHAPTER 3:

AN OVERVIEW OF CUSTOMER RELATIONSHIP MANAGEMENT

11
3.1 Customer satisfaction:

Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."

It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers ‘expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability.

These metrics quantify an important dynamic. When a brand has loyal customers, it gains
positive word-of-mouth marketing, which is both free and highly effective."

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able

do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying.

3.2 Purpose:

A business ideally is continually seeking feedback to improve customer satisfaction. "Customer

satisfaction provides a leading indicator of consumer purchase intentions and loyalty. "Customer

12
satisfaction data are among the most frequently collected indicators of market perceptions. Their
principal used is twofold."

"Within organizations, the collection, analysis and dissemination of these data send a message
about the importance of tending to customers and ensuring that they have a positive experience
with the company’s goods and services."

"Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm ‘s customers will make
further purchases in the future. Much research has focused on the relationship between customer
satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly
realized at the extremes." On a five-point scale, "individuals who rate their satisfaction level as
'5' are likely to become return customers and might even evangelize for the firm. (A second
important metric related to satisfaction is willingness to recommend. This metric is defined as
“The percentage of surveyed.

Customers who indicate that they would recommend a brand to friends." When a customer is
satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This
can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by
contrast, are unlikely to return. Further, they can hurt the firm by making negative comments
about it to prospective customers. Willingness to recommend is a key metric relating to customer
satisfaction."

Customer Satisfaction is the buzzword used by the business people for the success of
organization in the present days. Due to increase in competition in every product –line it
becomes difficult for the companies to retain the customers for longer period, so to retain the
customers for longer period the marketer has to do only one thing i.e. ―Satisfy the Customers‖.

This project is done to know the level of customer ‘s satisfaction towards Nitol Motors Ltd. The
impact of automobile industry on the rest of the economy has been so pervasive and momentous.
It plays a vital role in helping the nation to produce higher- value goods and services and in
enhancing the skill and imposes tremendous demand for automobiles.

13
A lot of car manufacturing companies are facing cut throat competition in the fields of
technology and price.

3.3 Market & Marketing

The term market ‘originated from Latin word ‗macatus ‘having a verb marcari ‘implying
merchandise ‘ware ‘traffic ‘or a place where is conducted.

In the broader sense, it is the whole of any region in which buyers and sellers are brought into
contact with one another and by means of which the prices of the goods tend to be equalized
easily and quickly.

DEFINITIONS

According to Philip Kotler:

―Marketing is the social process by which individuals and group obtain what they need and want
through creating and exchanging products and value with others.

3.4 Function of Marketing

Buying and assembling

 Selling
 Transportation function of physical supply
 Storage
 Facilitating functions
 Financing
 Risking taking
 Standardization and grading
 Packing and packaging

3.5 Nature of Marketing

 Marketing is consumer-oriented process

14
  Marketing is the guiding element of business
 Marketing is a goal-oriented process
 Marketing is a system
3.6 Scope of Marketing

Marketing is typically seen as the task of creating, promoting and delivering the goods and
services to consumers and business. Markets are skilled in stimulating demand for a company’s
product, but this is too limited view of task marketers performs. Just as production and logistics
professionals are responsible for demand management. Marketing managers seek to influence the
level, timing, and composition of demand to meet the organization’s objectives.
Marketing people are involved in marketing 10 types of entities: -

1. Goods,
2. Services,
3. Experiences,
4. Events,
5. Persons,
6. Place,
7. Properties,
8. Organization,
9. Information and
10. Ideas.
3.7 Importance of Marketing

 Marketing helps in realization of objective for which the organization has been setup.
 Marketing helps the enterprise to adapt to the changing conditions and circumstances.
 Marketing provide guidance to the organization on the innovations to be adopted,
enabling it to face competition more squarely.
 Marketing ensures the economic growth of the enterprise which results in growth and
economic growth of the enterprise which results on growth and economic development of
the country.

15
  Marketing helps the community to satisfy their economic and social needs and thus raise
their standard of living.
 Marketing helps the enterprise in achieving the maximum efficiency, productivity and
profitability with the minimum of effort and cost.

3.8 EVOLUTION OF MARKET

The term ―MARKET is derived from the Latin word ‗Marat us‘which means merchandise,
wares, traffic, trade or place of business.

Traditionally a market ‘was a physical place where buyers and sellers gathered to exchange
goods. Economists now describe a market as a collection of buyers and sellers who transact over
a particular product or product class.

Business people often use the term markets to cover various groupings of customers. They talk
about need markets, product markets, demography markets and geographical markets.

3.9 Objectives of Marketing

 To increase sales revenue

 To improve and maintain image of the product or the business
 To increase market share
 To target a new market
 To target a new market segment
3.10 Marketing Mix

The Marketing mix is a business tool used in marketing and by marketing professionals. The
marketing mix is often crucial when determining a product or brand's offering, and is often
synonymous with the four Ps: price, product, promotion, and place; in service marketing,
however, the four Ps have been expanded to the seven P ‘s to address the different nature of
services.

16
PRODUCT
Product is goods, service, or idea consisting of a bundle of tangible and intangible attributes that
satisfies consumers and is received in exchange for money or some other unit of value.

PRICE

Of all the aspects of the marketing mix, price is the one, which creates sales revenue - all the
others are costs. The price of an item is clearly an important determinant of the value of sales
made. In theory, price is really determined by the discovery of what customers perceive is the
value of the item on sale. An organization ‘s pricing policy will vary according to time and
circumstances.

PLACE

Although figures vary widely from product to product, roughly a fifth of the cost of a product
goes on getting it to the customer. 'Place' is concerned with various methods of transporting and
storing goods, and then making them available for the customer. Getting the right product to the
right place at the right time involves the distribution system. The choice of distribution method
will depend on a variety of circumstances. It will be more convenient for some manufacturers to
sell to wholesalers who then sell to retailers, while others will prefer to sell directly to retailers or
customers.

PROMOTION

Promotion is the business of communicating with customers. It will provide information that will
assist them in making a decision to purchase a product or service.

The cost associated with promotion or advertising goods and services often represents a sizeable
proportion of the overall cost of producing an item. However successful promotion increases
sales so that advertising and other costs are spread over a larger output. Though increased
promotional activity is often a sign of a response to a problem such as competitive activity, it
enables an organization to develop and build up a succession of messages and can be extremely
cost-effective.

17
3.11 MARKETING STRATEGY

Is a process that can allow an organization to concentrate its resources on the optimal
opportunities with the goals of increasing sales and achieving a sustainable Competitive
advantage. Marketing strategy includes all basic and long-term activities in the field of marketing
that deal with the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore contributes to the goals of
the company and its marketing objectives.

3.12 MARKETING STRATEGY PROCESS

From the Above Diagram we can Clearly Understand the Marketing Strategy Process. In the
First step we need to understand the Customers and know exactly what their Perception about the
product is. We also need to analyze the Market and also our Competitors to have good
Information and maintain Fair Competition. In the process of Preparing Strategy, the Marketing
Mix of the Company has to be clearly mentioned. Financial Analysis is also equally important
step which has to be given priority. In the last step Review and Revise should be done which acts
as a verification process in the Marketing Strategy.

3.13 KOTLER DEFINED FIVE LEVELS TO A PRODUCT:

Core Benefit: The fundamental need or want that consumers satisfy by consuming the product or
service.

Generic Product: A version of the product containing only those attributes or characteristics
absolutely necessary for it to function

18
Expected product: The set of attributes or characteristics that buyers normally expect and agree
to when they purchase a product.

Augmented Product: Inclusion of additional features, benefits, attributes or related services that
serve to differentiate the product from its competitors.

Potential Product: All the augmentations and transformations of a product might undergo in
future.

3.14 CUSTOMER RELATIONSHIP MANAGEMENT (C R M)

Is a model for managing a company’s interactions with current and future customers It provides
a 360 degree view of customer data. It involves using technology to organize, automate, and
synchronize sales, marketing, customer service and technical support.

CRM is often thought of as a business strategy that enables businesses to:

 Understand the customer

 Retain customers through better customer experience
 Attract new customer
 Win new clients and contracts Increase profitably
 Decrease customer management costs.
Definition of 'Customer Relationship Management - CRM'

The principles, practices, and guidelines that an organization follows when interacting with its
customers. From the organization's point of view, this entire relationship not only encompasses
the direct interaction aspect, such as sales and/or service related processes, but also in the
forecasting and analysis of customer trends and behaviors, which ultimately serve to enhance the
customer's overall experience.

Types/Variations Marketing

CRM systems for marketing track and measure campaigns over multiple channels, such as email,
search, social media, telephone and direct mail. These systems track clicks, responses, leads,
deals.

19
3.15 Customer service and support

CRMs can be used to create, assign and manage requests made by customers, such as call center
software which help direct customers to agents. CRM software can also be used to identify and
reward loyal customers.

Small business
For small businesses a CRM may simply consist of a contact manager system which integrates
emails, documents, jobs, faxes, and scheduling for individual accounts.

Social media

Some CRMs coordinate with social media sites like Twitter, LinkedIn, Facebook and Google
plus to track and communicate with customers who share opinions and experiences about their
company, products and services.

3.16 CUSTOMER RELATIONSHIP MANAGEMENT PROCESS

From the Diagram we can clearly know that Customer Relationship Management is linked with
the following activities like;

MARKETING  SALES  ORDERS SUPPORT

20
CUSTOMER RELATIONSHIP MANAGEMENT

Is a widely recognized, commonly implemented strategy for nurturing and managing a

company‘s interactions with customers, sales prospects and clients It involves using technology
to synchronize, automate and organize business processes primarily sales activities, but also
those for marketing, technical support and customer service, The overall goals are to find, attract
and win new clients, nurture and retain those the company already has, entice former clients back
into the fold, and reduce the costs of marketing and client service. Customer Relationship
Management denotes a company-wide business strategy embracing all client-facing departments
and even beyond. When an implementation is effective people, processes, and technology work
in synergy to increase profitability and reduce operational costs.

3.17 OBJECTIVES OF CUSTOMER RELATIONSHIP MANAGEMENT INCREASE IN

CUSTOMER SERVICE
Establishing customer loyalty as one of your top CRM goals is absolutely fundamental to CRM
successful implementation. For this task it is essential that the whole organization realize that
they play a part in this goal. This objective cannot be achieved with the help of a few employees
only.

Customers need to feel that they have received excellent service. This ensures their continued
patronage. This is by far one of the most essential goals of customer relationship management.
Customer retention and brand loyalty is absolutely essential to ensure success. Undoubtedly it is
far harder to gain a new customer than to actually keep one. Customer service is the pivotal point
around which CRM revolves.

INCREASING EFFICIENCY

One of the most important goals of CRM is the increase in organization efficiency and
effectiveness. This is almost always adopted by every organization. It is necessitated by the fact
that increase in efficiency is required to boost success. CRM achieves this through cost reduction
and customer retention. Adequate CRM training achieves this goal.

21
LOWERING OPERATING COSTS

CRM goals also include the reduction of costs of operation. This goal should be clearly
established and conveyed to all those involved in the CRM implementation process. CRM
manages to reduce operating costs through a workforce management system. This helps to
maximize skills and thus reduce cost. These reduced costs enable an organization to achieve
greater efficiency. If cost reduction is management's objective, then the CRM implementation
should be carried out in such a way that this is achieved. Throughout the process maximum
reduction in costs should be adhered to in order to meet this particular CRM goal.

AIDING THE MARKETING DEPARTMENT

Another goal of CRM is generally aiding the marketing department in all its efforts. This
includes marketing campaigns, sales promotions etc. If this is fixated as one of the goals of
CRM, then it should be communicated to those involved. This goal is fundamental as it boosts
sales indirectly thereby increasing the profitability.

3.18 REASON FOR IMPLEMENTING THE CUSTOMER RELATIONSHIP

MANAGEMENT

 Gaining customer confidence and loyalty.

 Providing personalized service to customers.
 Acquiring better knowledge of customers and their buying habits.
 Differentiating themselves from the competition.

3.19ACHIEVING GOOD CRM

Achieving effective Customer Relationship Management requires many organizations to adopt a

new perspective. Consider the following:

 Traditional customer service is something you 'do to' the customer.

 Modern Customer Relationship Management is 'done with' the customer.
 The second statement is emphasizing the big differences between conventional traditional
customer service, and the modern progressive CRM approach.

22
  Your relationships with customers should be ongoing, cooperative, and built for the long
term.
 Organizations that have many transitory relationships with customers consequently have
to spend a lot of money on finding new customers. The cost of keeping existing
customers is a tiny fraction of the cost of acquiring new customers.
3.20 BENEFITS OF CUSTOMER RELATIONSHIP MANAGEMENT
 Centralization and Sharing of Data: With Customer Relationship Management (CRM)
systems, data is stored in one centralized location, making it readily accessible to all
members of a business or organization. This enables the company's staff to more easily
communicate with and market to their customers.
 Better Customer Service: Customer Relationship Management (CRM) systems are
capable of storing detailed information about each customer, such as their history of
orders, correspondence, survey responses, and marketing emails. Having such
information easily accessible can significantly improve the speed and quality of customer
service.
 Higher Customer Satisfaction: Customer Relationship Management (CRM) systems
make customers feel more like they are part of a team than merely a sales statistic. This
sense of partnership often makes for a happier customer who is more likely to do repeat
business and refer a potential new customer.
 Improved Marketing Efforts: Records contained within a Customer Relationship
Management (CRM) system may be analyzed in order to more effectively market to each
individual in a company's database. Customer demographics, order histories, and survey
results may be studied in order to determine which group(s) is best to target in each
specific marketing campaign.
 More Profit: The combination of more efficient customer service, more effective
marketing, happier customers, and more sales translates to a more profitable business.

3.21 ESTIMATING NITOL MOTORS LTD DEMAND

We are now ready to examine practical methods for estimating current demand. Marketing
executives want to estimate total market potential, area market potential, and total industry

23
 sales and market shares. Besides estimating total potential and area potential, a company needs
to know the actual industry sales taking place in its market. This means identifying its
competitors and estimating their sales. So we also use total industry sales and market shares
method for estimating current demand.

The industries trades associations of Bangladesh will often collect and publish total industry
sales, although it usually does not list individual company sales separately. Using this
information, each company can evaluate its performance against the whole industry.

A total sale of truck is 2016 = 22056 units. A total sale of truck is 2016 = 19860 units (Nitol
Motors Ltd). A total sale of trick is 2015 = 18661 units. A total sale of trick is 2015 = 16976
units (Nitol Motors Ltd). A total sale of trick is 2014 = 14609 units. A total sale of trick is
2014 =12683 units (Nitol Motors Ltd). A total sale of trick is 2013 =9521 units. A total sale of
trick is 2013 = 8420 units (Nitol Motors Ltd).

In the above information, we also analyzed the total sales in Bangladesh. According to the
analysis, we also provide a result. The result is in favor of Nitol Motors Ltd because we know
there are many motors company in Bangladesh. They sell of truck in various brands. But Nitol
Motors Ltd sells only TATA brand truck. So the current demand of TATA brand is increasing
day by day.

24
3.22 INFORMATION OF TOTAL SALES OF BANGLADESH
BANGLADESH
NUMBER OF YEARWISE REGISTERED MOTOR VEHICLES IN BANGLADESH
S Type U 20 20 20 20 20 20 20 Jan Gra
l. of P 10 11 12 13 14 15 16 u nd

1N Vehi
Motor T
11 541 643 844 119 169 241 206 to828 Tota
215
2o Jeep/S
cles
Car 493
O
61 251
0 396
1 554
7 565
41 653
27 902
61 804
90 Ju362
3 l 942
786
t. 64
2
96 4 3 0 0 7 7 0 n3 58
3 Taxi
Wago 109
0 540 515 275 15 9 12 0 9
201 123
4 Bus
n/ 306
320 857 783 102 136 134 118 123 7704 391
07
5 Minibus 333
179 622 361 241
0 382
8 307
2 320
4 311
3 180 360
08
Micro
6 Truck 513
64 258 279 306 842 126 169 198 562 871
88
bus
7 Auto- 984
75 897
3 487
1 689
5 105
0 190
83 149
76 190
60 840
1 191
82
8 Motor-
rickshaw/ 321
79 249
4 432
7 511
8 851
30 935
71 851
02 884
18 554
4 848
153
9 Others
Cycle
Auto- 257
348 276
41 293
26 371
06 373
31 407
41 663
42 133
99 884
39 717
372
Total
tempo 737
26
888 492
1 658
1 803
3 1212
4 1444
6 1452
4 1611
31 911
0 15960
46
40
87 02 78 05 72 19 43 78 03 00

http://www.brta.gov.bd/statistic/motor-vehicles-BDpdf

25
BUSINESS GROWTH:

26
3.23 SALES FORECASTING QUALITATIVE METHODS ARE DESCRIBED BELOW:

COMPOSITE OF SALES FORCE OPINIONS:

Where buyer interviewing is impractical, the company may ask its sales representative to
estimate their future sales. Each sales representative estimates how much current and
prospective customer will buy of each of the company’s products.

EXPERT OPINION:

Companies can also obtain forecasting from exports, including dealers, distributors, suppliers,
marketing consultants and trade associations.

PAST-SALES ANALYSIS:

Sales forecasts can be developed on the basis of past sales, time-series analysis consists of
breaking down past time series into four components (trend, cycle, seasonal, and erratic) and
projecting these components into the future.

In 2004, The starting year. So there is no target in starting year but the next year or every year,
the company will create a yearly target on the basis of qualitative information in the following
ways.

YEAR WISE TARGET VS ACHIEVEMENT

2011- 2017 (Jan-Dec)
Year Target Achieved %
2011 0 35 0
2012 257 277 108
2013 339 414 122
2014 463 420 91
2015 592 683 115
2016 606 976 161
2017(Jan-Sept) 805 885 110
Total 3062 3690 120

27
 Sales Target VS
Achievement 2016
(Jan-Dec- 12 Months)
Brand Target Achieved %
TATA 619 746 120
(MCV)
TATA ( 186 139 75
LCV)
TOTAL 805 885 110
TATA

MONTH WISE SALES TARGET

2016

MONTH TATA (LCV TATA TOT

Jan 100
&MCV) 20
(SCV) 120
AL
Feb 100 20 120
Mar 117 25 142
Apr 93 30 123
May 97 35 132
Jun 102 25 127
Jul 87 25 112
Aug 58 20 78
Sep 76 30 106
Oct 109 30 139
Nov 109 35 144
Dec 127 30 157
Total 1175 325 1500

28
 CHAPTER 4:
DATA ANALYSIS AND FINDINGS

29
 4.1 DATA COLLECTION

Data collection is most essential aspect of any research because the whole result of research
depends on the data and information hence, the methodology adopted by me to collect the
data final interpretation were through.

I. SURVEY RESEARCH:
This kind of research finds favor with almost all the social science researches. It is one of
the most popular methods of investigation, because a study of the attributes and variables
in relation to the population (The entire group of people, inhabitants, items etc…under
study) is easier and is more accurate.

Its suffers from a negligible magnitude of error. Now-a-days sample survey has become an
effective method for research. This is possible with the help of personal interviews which
are backed by questionnaires, direct oral observations. Indirect oral observations and etc.

II. PRIMARY SOURCE OF DATA:

Meaning: Primary sources of data are the data which needs the personal efforts to collect it
and which are not readily available.

Primary sources of data are the other type of sources through which the data was collected.

FOLLOWING ARE FEW WAYS IN WHICH THE DATA WAS COLLECTED:

a) Questionnaires: Its set of questions on a sheet of paper was being given to the
respondents of fill it, based on which the data was interpreted.
b) Direct Interviewing: Direct interviewing involved the process where I asked the
questions directly to the customers and got the feedback.

III. SECONDARY SOURCE OF DATA:

Secondary sources are the other important sources through which the data were collected.

These are the readily available sources of the data where one had need not put much effort
to collect, because it is already being collected and part in an elderly manner by some
researchers, experts and socialites.

30
 THE SECONDARY SOURCES HELPFUL FOR STUDY WERE:

Text books like Marketing Management, Research Methodology, Advertisement and Sales
Promotion. Internet was made use for the collection of the data. Newspapers were also
referred. Business Magazines also referred. Some journals were also referred.

IV. LIBRARY SURVEY:

This was also undertaken for the collection of data. This type of research is based on books
like periodical, journals, documentations, and secondary data etc… which are available in
the library.

V. SAMPLE SIZE:

By using judgment Random Sampling Technique 100 respondents are selected for the
purpose of the study. Direct questionnaires are used to survey the customers.

4.2 SURVEY ANALYSIS

SATISTICAL TOOLS:
DATA COLLECTION

Data is collected with prepared questionnaire by arranging personnel interviews when

customers are taking their vehicle at the delivery counter in the Nitol Motors Ltd Sylhet
Branch.

DATA ANALYSIS

Consider the manner of data collection adopted the study analyzed the data on a qualitative
basis by decipher in individual opinion various options collected from respective
respondents are analyzed separately.

DATA INTERPRETATION
The data collection from each and every user is analyzed and interpreted individually then
compared together and presented in the form of tables and charts. In each table the total
respondents for particular questions predicted among them. The alternative answers were for
the particular questions are traced. The high percentage of the answer is taken has correct
answer then the data for that answer has been analyzed.

31
MODEL OF THE COMMERCIAL VEHICLE OWNED BY THE RESPONDENTS
The below table shows the all TATA brand models, and table showing that model of the
commercial vehicle owned by the respondents.

S. No Models No. of Respondents Percentage

1 207 DI PICK UP 19 19

2 ACE EX2 04 04

3 LPT 407 07 07

4 LPT 1109 32 32

5 SE 1613 12 12

6 LPK 909 13 13

7 LPK 1618 09 09

8 SHATHI 04 04

Total No. of Respondents 100 100%

Table: 1

32
 Model of New CV Purchased

32

35

30

25 19

No. of 20

Respondents 15 13
12

10
9
5 7

0 4
4

DI ACE EX LPT LPT SE LPK LPK SHATHI

Model Name

Figure: 1

33
Interpretation:

From the above evident, we can say that most selling commercial vehicle in TATA is
LPT1109, having the 32 respondents here. And next most selling vehicles are the 207 DI
PICK UP, LPK 909 & SE 1613, having 19, 13 & 12 respondents respectively. And next
upcoming vehicle is LPK 1618, having 09 respondents over here. LPT 407 has only 07
respondents, and other models have less sales according to this study.

MODE OF AWARENESS OF THE RESPONDENTS

The below table shows the awareness of the respondents towards the TATA’s brand.

S. Modes No. of Percentage

No Respondents
1 News papers 11 11
2 Magazines 23 23

3 Tv ads 19 19

4 Friends / Relatives 47 47

Total No. of Respondents 100 100%

Table: 2

Mode of awareness

50

No.of 30
47
20
23 19
10
11

News Magazine Tv Friends

s ads /
Mode

Figure: 2

34
Interpretation:

From the above chart, we observe that awareness is mainly from the friends/relatives with
47% and then we see through magazines, T.V.ads and followed by newspapers.

4.3 Feature that Attracted the Respondents

The below table shows the special features of TATA’s brand commercial vehicle that
attracted the respondents towards them.

S .No Crucial No. of Respondents Percentage

1 Price 34 34
2 Mileage 53 53

3 Service 7 7

4 Brand Image 6 6

Total No. of 100 100%

Respondents
Table: 3

Brand Image
6
7

Mileage
53

Price

0 10 20 30 40 50 60

Figure: 3

35
 Interpretation:

From the above chart, It is concluded that 34% of them say that price is crucial, 53% of
them say mileage and7% & 6% of them say service and brand image.

INFLUENCE ON RESPONDENT FOR DECISION MAKING

The below table shows the how the influence changes the Decision making of the
respondents to purchase the vehicle.

S. No Influenced No. of Respondents Percentage

1 Yourself 48 48

2 Family 36 36

3 Friends 6 6

4 Advertisement 10 10

Total No. of Respondents 100 100%

Table: 4

36
 60 48
50
36
40
30
20 10
6
10
0
Myself Family Friends Advertisement

Figure: 4

Interpretation:

From the above evident, we can say that 48% of them are influenced by them self
and 36% of them feel family play a vital role to purchase their vehicle and next
followed by advertisement and friends.

37
RESPONDENTS FEELINGS ON QUALITY AND TECHNOLOGY
The below table shows that respondents level of satisfaction on the TATA’s
quality and technology.

S. No Quality & No. of Respondents Percentage

Technology
1 Very satisfied 78 78

2 Satisfied 19 19

3 Indifferent 03 03

4 Dissatisfied 00 00

Total No. of Respondents 100 100%

Table: 5

Quality & Technology

80

70

60
No. of
40
Respondents 30 19

20

10

Very Satisfied Indifferent Dissatisfied

satisfied

Level of Satisfaction

Figure: 5

38
Interpretation:

From the above evident, we can say that 78% of respondents are very satisfied with the TATA’s
quality & technology. And 19% of respondents are satisfied and remaining 3% are indifferent.
From this we can say that 97% are satisfied with the quality and technology.

SATISFACTION LEVEL OF RESPONDENTS ON HEAVY LOAD CARRYING

CAPACITY
The below table shows that the level of satisfaction of the on heavy load carrying capacity of
TATA vehicle.

Heavy
S. No load No. of Respondents Percentage
carrying
1 Very satisfied
CAPACI 81 81
TY
2 Satisfied 15 15

3 Indifferent 04 04

4 Dissatisfied 00 00

Total No. of Respondents 100 100%

Table: 6

ON HEAVY LOAD

90 81

80

70

60 15

No. of 50
Very Satisfied Indifferent Dissatisfied

satisfied
satisfaction level

Figure: 6

39
Interpretation:

From the above evident, we can say that 81% respondents are very satisfied with the TATA’s
heavy load carrying capacity. And 15% of respondents are satisfied and remaining 4% are
indifferent. From this we can say that 96% are satisfied with the quality & technology.

RESPONDENTS EXPECTATIONS ON TATA VEHICLE

The table below shows that respondents expectations on TATA vehicle to keep.

S. No How Long You No. of Respondents Percentage

Will Use

1 1-2 Years 5 5

2 2-4 Years 15 15

3 4-8 Years 68 68

4 8 Years & above 12 12

Total No. of Respondents 100 100%

Table: 7

40
 80 68
70

60

50
30
15 12
20

10
1-2Yrs 2-4Yrs 4-8Yrs 8Yrs&Above

Figure: 7

Interpretation:

From the above evident it is observed that 5% and 15% of the consumers keep their vehicle 1-2years
and 2-4years respectively, and 68% and 12% of consumers keep their vehicle for 4-8years and 8years &
above.

RESPONDENTS VIEW ON MILEAGE OF TATA VEHICLE

The below table shows how respondents feel on mileage of the TATA vehicle when compared to
the other brand commercial vehicle.

S. No Particulars No. of Respondents Percentage

1 Excellent 20 20

2 Good 54 54

3 Average 26 26

4 Below average 00 00

Total No. of Respondents 100 100%

Table: 8

41
 Good

Excellent

10 20 30 40 50 60

Figure: 8

Interpretation:

From the above evident, we can say that 20% and 54% of the respondents feel mileage of the
TATA brand is excellent and good respectively when compared to other brands of vehicles, and
26% of respondents feel mileage given by TATA is average.

INFORMATION ABOUT SERVICE OFFERED

The below table shows that how respondents get information regarding the service offered by
the company to them.

S. No Information No. of Respondents Percentage

given
1 Yes 95 95
2 No 05 05

Total No. of Respondents 100 100%

Table: 9

42
Interpretation:

From the above chart we observe that 95% of the respondents feel that information regarding
free service is provided them

4.4 SWOT Analysis of Nitol Motors Ltd

SWOT analysis is used to measure views of a single issue from different patterns. From
historical data and practical observation, I found the following Strengths, Weakness,
Opportunities and Threats under SWOT analysis on Nitol Motors Limited.

STRENGTHS:

 Strong brand image and fast growing company in Bangladesh.

 Not engaged in unfair business practice.
 Well-known reputed Automobiles companies in Bangladesh.
 Officers are highly educated and experienced.
 Well- furnished and Air conditioned office.
 Strictly complies of government rules, regulations and acts.

OPPORTUNITIES:

 Take incentives to provide high quality products and services

 Can increase the advertising campaign of the company to highlight latest products
and services of Nitol Motors Limited.
 Can adopt high technology based-depot networking system.
WEAKNESS:

 There is no online marketing team, only focus on sales

 There is no One Stop Customer Support Division.
 Advertising campaign is less than other competitors.

43
THREATS:

 The number of competitors in Automobiles sectors is increasing.

 Governments increasing rules and regulations are not so inspiring.
 Competitive performance is in high positive flow.
 Government tendency of imposing tax and VAT becoming strictly.

4.5 FINDINGS:

 We observe that awareness is mainly from the friends/relatives/ old customer with
47%.
 It is concluded that 34% of them say that price is crucial, 53% of them say
mileage.
 Most of the respondents believe that TATA is good
 48% respondents take their own decisions and 36% through family members
 78% people are very satisfied with quality and technology
 Most of the people are very satisfied with luxury and spacious
 57% respondents feel the price is very low, 68% of feel the price of spare parts is
less
 78% respondents feeling on convenience of service network of TATA.
 45% respondents use their vehicle mostly and the purpose of the vehicle has been
purchased.
 68% respondent’s expectations on TATA vehicle to keep it for 4-8yrs
 59% respondents feel on the total performance of the TATA vehicle when
compared to the other brand cars.
 95% respondents get information regarding the service offered by the company to
them.

44
 CHAPTER: 5
RECOMMENDATION AND CONCLUSION

45
5.1 SUGGESTIONS:

 NITOL MOTORS LTD. Company has to frame new strategies to gain all the potential
customers.
 NITOL MOTORS LTD. have to come up some potential activities, schemes and offers to
attract people
 NITOL MOTORS LTD. should come up with ease in documentation for financing the
customer.
 Service advisers need training and motivate them.
 NITOL MOTORS LTD. has to improve the different promotional activities through
effective media.

5.2 CONCLUSIONS:

Most of the buyers are professionals and business people using the TATA commercial vehicle.
Most of the respondents are saying that main reasons for buying TATA are trust worthy and
good for Bangladeshi roads. About 97% of the respondents are satisfied with the quality &
technology. About 96% of the customers are satisfied with heavy load carrying capacity. About
94% the customers feel that the price of vehicle is affordable.99% of the respondents are highly
satisfied with service network of NITOL MOTORS LTD. Many of the TATA commercial
vehicles. Buyers are high middle class business people, like to keep their Vehicle 4years above.
But professionals and business people like to change their Vehicle after 2years.Many of the
respondents are satisfied with regard to mileage.75% of the respondents are satisfied with overall
performance of the vehicle and 25% of the users are constant.95% of customers feel that they are
getting information regarding free service provided by the NITOL MOTORS LTD.

46
5.3 Questionnaires

QUESTIONNAIRE

Dear Sir,

I am the student of NORTH EAST UNIVERSITY BANGLADESH conducting a

survey on TATA in SYLHET. I would like to share some views and ideas with you.

Name : …………………………………
Profession : …………………………………

Address : ………………………………………………

………………………………………………

1. Which TATA commercial vehicle do you own………?

o 207 DI PICK UP ( )
o ACE EX2 ( )
o LPT 407 ( )
o LPT 1109 ( )
o SE 1613 ( )
o LPK 909 ( )
o LPK 1618 ( )
o SHASHI ( )
o LPT 810 ( )

47
 2. How did you come to know about TATA vehicle ……?
Newspapers ( )Magazines( )TV ads ( ) Friends/Relatives ( ) Any other……………

3. What attracted/prompted you to buy TATA among all other brands…? (Please
rank……)
Brand image ( )Service network ( ) Price ( ) mileage ( )

4. What are the features attracted you to buy the TATA vehicle you owning…?(give the
order of preference 1-5)
Suits my need ( ) Easy maintenance ( ) Trust worthy ( ) Fuel efficient ( )
Good for roads ( )

5. Who influenced in buying the TATA vehicle you own……?

Your self ( ) Family ( ) Friends ( )Advertisement ( )

6. How do you feel on TATA quality and technology……?

Very satisfied ( ) Satisfied ( ) Indifferent ( ) Dissatisfied ( )

7. Price of your TATA vehicle……?

High ( ) Reasonable ( ) Low ( )

8. Price of spare parts to your TATA vehicle ……?

High ( ) Reasonable ( ) Low ( )

9. Convenient of service network……?

Very convenient ( ) Moderate convenient ( ) Inconvenient ( )

48
10. How long you will use this vehicle……?
1-2 Yrs ( ) 2-4 Yrs ( ) 4-8 Yrs ( ) 8 Yrs & above ( )

11. How do you rate the overall performance of the commercial vehicle compared to
others……?
Excellent ( ) Good ( ) Average ( ) below average ( )

12. Please rank the mileage of the vehicle when compared to other S……?
Very good ( ) Good ( ) Average ( ) below average ( )

13. Do you get information about the free service offered by the company? from time to
time………?
Yes ( ) No ( )

14. How do you feel on NITOL MOTORS SYLHET BRANCH facility……?

Outstanding ( ) Acceptable ( ) Average ( ) Unacceptable ( )

15. Is vehicle delivered on time……?

Yes ( ) No ( )

16. How is the performance of the executives at the SYLHET

BRANCH……?
Excellent ( ) Good ( ) O.K. ( ) Poor ( )

17. Based on your overall experience will you like to purchase or refer this brand/dealer to
any other person……?
Definitely ( ) May Be ( ) Never ( )

49
18. Do you have any suggestions for the TATA as well as NITOL MOTORS LTD

....................................................................................................................................

....................................................................................................................................

...........................................................................

50
BIBIOGRAPHY

51
REFERENCES:

WEBSITE:

1. www.nitolmotorsltd.bd.com
2. www.business world.com
3. www.autoworld .com
4. www.topgear.com
5. wwwgaddi.com

BOOKS:

1. Philip Kotler, Kevin Keller (2009), Marketing Management

(Thirteenth Edition).
2. Marketing Management, McGraw.Hill Company Rajan Saxena

3. Berman, Berry and Joel r Evans (Oct- 1997) Retail Management: A strategic
approach 8th edition Englewood cliffs NJ Printcehall
4. Country analysis 1997 ―A framework to identify and evaluate the national business
environment‖

REPORT AND JOURNALS:

1. Annual report 2015 and 2016 of Nitol Motors Ltd.

2. Different booklets, leaflets and other official papers of Nitol Motors Ltd.
3. Monthly business review of the organization.

52