PROJECT REPORT

ON
“CUSTOMER SATISFACTION OF TATA MOTORS: A STUDY IN
KANGRA CITY”

Submitted in partial fulfillment of the requirements

for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
(2017-2019)

Supervised by: Submitted by:

Dr. Balbir Mangta Amit Kumar
University Roll No. 3397

DEPARTMENT OF MBA
HIMACHAL PRADESH UNIVERSITY REGIONAL CENTRE MOHLI,
KHANIYARA, DHARAMSHALA (H.P.)

1
 DECLARATION

I declare that this research report on “Customer Satisfaction on TATA MOTOR” has been
worked on drafted and finished by me Amit Kumar, University no. 3397 student of 4th
semester of the batch 2017-2019. This project is an original piece of work and not copied or
plagiarised and any other sources of literature review, article or published reference in this
regards. This final year research report is being submitted in partial fulfilment of the degree
of Master in business administration Himachal Pradesh University Regional Centre
Dharamshala and has not been submitted for the reward of any certificate, diploma, and
fellowship with any other college / university not educational institute before this.

In case any part of this work is reported as copied from any another source, I shall be solely
responsible for the same and will be answerable for any action taken in this regard.

Signature of Student

2
 CERTIFICATE

This is certify Mr. AMIT KUMAR, University No. 3397, a student of MBA 4thsem. Of
Himachal Pradesh University Regional Centre Dharamshala has successfully completed her
Final Research Project and her Report is titled “Customer Satisfaction on TATA MOTOR.

This student has carried out the work satisfactorily under my supervision.

According to the declaration submitted by the student, the report is an authentic work and
may be considered for partial fulfilment towards course credits.

I wish her very success in life.

Sign of faculty supervisor

Dr. Balbir Mangta

3
 ACKNOWLEDGEMENT

I am fortunate to have got an opportunity to final research report on “Satisfaction on TATA

MOTOR”. The project has been very useful for me in understanding the various pragmatic
aspects of the management function practice in the real world. I express my deep sense of
gratitude to Mr. Balbir Mangta for guiding me,

I would thank to customer present their for answering my questions and fill my questionnaire.

Lastly I hope that I can build upon the experience and knowledge that I have gained and
make a valuable contribution towards this company in coming future.

AMIT KUMAR

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5
 CHAPTER- 1

INTRODUCTION TO PROJECT

6
MARKETING

Marketing is based on thinking about the business in terms of customer needs and

their satisfaction. Marketing differs from selling because (in the words of Harvard Business
School's retired professor of marketing Theodore C. Levitt) "Selling concerns itself with the
tricks and techniques of getting people to exchange their cash for your product. It is not
concerned with the values that the exchange is all about. And it does not, as marketing
invariable does, view the entire business process as consisting of a tightly integrated effort to
discover, create, arouse and satisfy customer needs." In other words, marketing has less to do
with getting customers to pay for your product as it does developing a demand for that
product and fulfilling the customer's needs.

CUSTOMER

A customer is usually used to refer to a current potential buyer or user of the products of an
individual organization, called the supplier, seller or vendor. This is typically through
purchasing renting goods or services. However, in certain contexts, the term 'customer' also
includes by extension any entity that Uses or experiences the service of another.

A customer may also be a viewer ofthe product or service that is being sold despite deciding
not to buy them. The general distinction between a customer and a client is that a customer
purchases product whereas a client purchase service.

MEANING OF CUSTOMER SATISFICATION

Customer satisfaction is a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance indicator
within business and part of the four prospective of balanced score card.

In a competitive market place were businesses compete for customers, customer satisfaction
is seen as a key differentiator and increasingly has become a key element of business strategy
customer satisfaction drives successful private sector business.

DEFINITION

Cocotte, woodruff and Jenkins (1987) define customer satisfaction as "conceptualized as a

feeling developed from an evaluation of the experience."

HERE, the timing of satisfaction response is driving consumption.

7
L
D
N
F
I
A
R
E
M
O
T
S
U
C
BUT there is general agreement with kotler (2003) that "customer satisfaction is a person's
feeling of pleasure or disappointment resulting from comparing a products perceived
performance in relation to his or her expectation." In short customer satisfaction is "The
provision of goods or services which fulfil the customer expectation in terms of quality and
service, in relation to price paid."

IMPORTANCE OF CUSTOMER SATISFACTION

It costs at least 7 times more to source a new customer than it does to retain existing onea
'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell 14-15
people.


Companies can boost profits anywhere from 25% to 125% by retaining a mere 5%
more of their exciting customers.
Totally satisfied customers were 6 times more likely to use that services and
commend it than ' satisfied' customers.
Customers who have a bad experience with you and do not complain are only 37%
likely to still do business with you.
Customers who have an opportunity to complain and the complaint is achieved are
95% likely to still do business with you.

CUSTOMER SATISFACTION MODEL

The customer satisfaction model is a micro level framework it links extended Ps(people &
performance), and reflects the impacts of the traditional Ps (product, price, place and
promotion).

WHILE conceptually simple, the frame work captures the essence of marketing:

8
M
U
C
I
F
O
P
H
S
T
E
K
R
A
N
(a) Generate customer satisfaction by meeting, or better yet exceeding, customer
requirements and expectation, i.e. delivering superior relative perceived value.

(b) A mass satisfied (and profitable) customer into substantial share of the relevant served
market.

(c) Leveraging the market share into high profitability via scale of economies.

9
 CHAPTER 2

REVIEW OF LITERATURE

10
Vilares and Coelho, (2003) Satisfaction and loyalty of customer are two important
constructs that have effect on the administrative concepts since 1990’s. Loyal customers
would provide serviceswhich could contribute in the improvement and growth of
companies, thereforecompanies should concentrate on customer’s loyalty and utilizing this
loyalty as amain strategy for future .

Srivastave and Rai (2013) had a study covered the life insurance industry in India, it finds
out that thesatisfaction of customer has a significant impact on customer’s loyalty;
consecutivelythe service quality has outstanding connection with customer’s satisfaction; that
inturn relates with customer’s loyalty. The study concludes to thefact that customers’
evaluation of thesuperiority ofthe life insurance services leads them to satisfaction. Moreover,
the continuous andrepeated satisfaction of customers will establish a solid base of customers
which supportthe concept of life insurance. Hence, the satisfaction of customer enhances the
relationbetween service quality and customer loyalty, and then it lies in between service
qualityand satisfaction.

Binninger, (2007)’s study which enclosed retail grocerystores in France the increase in
satisfaction towards a brand of a store influences thecustomers’ loyalty of the store.
Furthermore, it showed that this influence is greater toknown brand than unknown brand in
the store. The conclusion was “there is connectionbetween satisfaction on thebrand ofthe
store and theloyalty tothe store; and itemphasized the positive relation between the
satisfaction on the brand and the loyaltyto the store with the loyalty of the customer”.

Ramanathan and Ramanathan (2010) came to different results about loyalty, according to
their study which targetedhotel sector and covered about %42 of the UK and Ireland hotels
“the utilized valueagainst the sacrificed money” is the critical attribute of the loyalty for the
hotel guests, this whatwas expressed by the business guests and guests ofindependent
hotelswhere the customers’ services besides the room and food quality were
satisfactorypoints. While those guests who are spending leisure time or using specific hotel
chainthey revealed “value against money” is unsatisfactory factor. “Value against money”is a
crucial indicator that has a positive impact on intention of guests to stay onceagain.
Nevertheless, the failure of this attribute cannot be compensated by improvingservices and
other attributes.

11
Mascarenhas et al. (2006), his study showed the total customer experience TCE as an
entrance to loyalty that can be seen in three main interactive elements: material moments,
emotional moments, and value chain moments. Comparatively speaking, researchers suggest
classifying loyalty as a function against each element of the TCE; which means that the
loyalties were classified as follows: tangible loyalty, emotional loyalty, and loyalty related to
value. Since loyalty is one function out of the customer’s expert; the loyalty ladder of
customers can be created as: random purchase of brand, re-purchase of the brand, referring to
purchase the brand, repeated purchase of the brand, regular purchase of the brand, total
purchase of the brand and total family lifetime purchasing and commitment.

Horppu et al., (2008)’s study which included 867 consumers of e-magazines through a
website, it confirmed the results of the former studies concerning the customers’ experiences
on a brand affecting the trust, satisfaction and loyalty in a different way are depending on the
relation between customers and brand. As well as it refers to the fact that satisfaction and
trust regarding the level of an e-site determined the loyalty of customer aboutthe e-site on the
web. Trust and satisfaction of the e-site have apositive impact on customer loyalty of the e-
site.

Bowden-Everson et al., (2013), which follows the Structural Equation ModellingSEM. It

enclosed restaurants in Australia; it stated that trust and satisfaction have agreat effect on
loyalty, that satisfaction bring forth the recommendation to (visit the restaurant), repeated
purchase (repeated visit to the restaurant), and the relationduration (as long as I am staying in
this area I will go to that restaurant). The studyadded that satisfaction has strong and positive
impact on the emotional commitment,calculative commitment, trust and delight; so that the
relation between satisfactionand those aspects is stronger than the direct relation between
satisfaction and loyalty.This result enhances the idea that satisfaction is an essential initiator
in turning intoloyalty,

Oliva et al., (1999).As a result, the main conclusion from this study is satisfaction, in and on
itself,might notbe enough to form a permanent and sustainable loyalty in restaurantindustry.
Hence, the analysis shows the commitment, trust and delight have animportant effecton
developing thecustomer’s loyalty as much as the importanceplayed by satisfaction to create
loyalty. The study provides a sight into the relation between commitment, involvement and
trust. An important positive connection wasfound between the calculative commitment,
emotional commitment, involvement andtrust, yet it is insignificant. This result is compatible

12
with prior researches which statethat involvement leads to trust; consequently, the
psychological willingness of theclient or customer in making a purchase decision
becomes a crucial matter intransferring from satisfaction into loyalty within the restaurant
industry sector.

When the impact of product/service quality on the brand reputation, satisfaction and loyalty is
concerned, Selnes, (1993) reached a conclusion that brand has a great and concrete impact on
loyalty, in all presented studies. While the effect of customer satisfaction on loyalty is
conditioned by the context, which means that satisfaction have direct effect on loyalty; just
when it’s possible for customers to evaluate the quality of performance (of product or
service) through their experience and practice. Like wise,by experiment the study found out
that there is a strong connection between perceivedquality and satisfaction, and in turn with
loyalty. The strong connection between brand and loyalty might lead to exaggeration in
evaluation if not controlled by expertisequality and satisfaction.The effect of quality on
satisfaction would obviously decrease when controllingthe brand. As well as, the effect
between satisfaction and loyalty will decrease whencontrolling the effect of brand reputation
on satisfaction.
The study of Lin and Sun,2009 supportedthe idea of (Selnes, 1993) that quality of
product/service has aninfluence on satisfaction and loyalty. (Lin and Sun, 2009) carried a
study to verify theexperience of users of e-shopping sites in Taiwan, and concluded that
customers’satisfaction will positively and directly affect on their loyalty to the e-shopping
sites.Besides, accepting the technological factorswill directly and positively affectsatisfaction
and loyalty of customers towards the e-shopping sites.

13
 CHAPTER 3

INTRODUCTION TO COMPANY

14
3.1 HISTORY

Tata Motors was established in 1945 as Tata Engineering and Locomotive Co. Ltd. to
manufacture locomotives and other engineering products. It is India's largest automobile
company, with standalone revenues of Rs. 25,660.79 crores (USD 5.5 billion) in 2008–09. It
is the leader in commercial vehicles in each segment, and among the top three in passenger
vehicles with winning products in the compact, midsize car and utility vehicle segments. The
company is the world's fourth largest truck manufacturer, and the world's second largest bus
manufacturer.

The company's 23,000 employees are guided by the vision to be 'best in the manner in which
they operate best in the products they deliver and best in their value system and ethics.'

Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata
vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing
base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar
Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance
with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at
Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The
company is establishing a new plant at Sanand (Gujarat).

The company's dealership, sales, services and spare parts network comprises over 3500 touch
points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors, the
first company from India's engineering sector to be listed in the New York Stock Exchange
(September 2004), has also emerged as an international automobile company. Through
subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea,
Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic
British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial
Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo
Commercial Vehicles Company has launched several new products in the Korean market,
while also exporting these products to several international markets. Today two–thirds of
heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata
Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach
manufacturer, with an option to acquire the remaining stake as well. Hispano's presence is
being expanded in other markets. In 2006, it formed a joint venture with the Brazil–based
Marcopolo, a global leader in body–building for buses and coaches to manufacture fully–

15
built buses and coaches for India and select international markets. In 2006, Tata Motors
entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand
to manufacture and market the company's pickup vehicles in Thailand. The new plant of Tata
Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having
been launched in Thailand at the Bangkok Motor Show 2008.

Tata Motors is also expanding its international footprint, established through exports since
1961. The company's commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South
America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine,
Russia and Senegal.

3.2 STRUCTURE

The foundation of the company's growth over the last 50 years is a deep
understanding of economic stimuli and customer needs, and the ability to translate them into
customer–desired offerings through leading edge R&D. With over 2,000 engineers and
scientists, the company's Engineering Research Centre, established in 1966, has enabled
pioneering technologies and products. The company today has R&D centres in Pune,
Jamshedpur, Lucknow, in India, and in South Korea, Spain, and the UK. It was Tata Motors,
which developed the first indigenously developed Light Commercial Vehicle, India's first
Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger
car. Within two years of launch, Tata Indica became India's largest selling car in its segment.
In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first
indigenously developed mini–truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India
and the world have been looking forward to. The Tata Nano has been subsequently launched,
as planned, in India in March 2009. A development, which signifies a first for the global
automobile industry, the Nano brings the comfort and safety of a car within the reach of
thousands of families. The standard version has been priced at Rs.100, 000 (excluding VAT
and transportation cost).

Designed with a family in mind, it has a roomy passenger compartment with generous
leg space and head room. It can comfortably seat four persons. Its mono–volume design will
set a new benchmark among small cars. Its safety performance exceeds regulatory
requirements in India. Its tailpipe emission performance too exceeds regulatory requirements.

16
In terms of overall pollutants, it has a lower pollution level than two–wheelers being
manufactured in India today. The lean design strategy has helped minimise weight, which
helps maximise performance per unit of energy consumed and delivers high fuel efficiency.
The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby
providing the twin benefits of an affordable transportation solution with a low carbon
footprint.

In May 2009, Tata Motors ushered in a new era in the Indian automobile industry, in keeping
with its pioneering tradition, by unveiling its new range of world standard trucks. In their
power, speed, carrying capacity, operating economy and trims, they will introduce new
benchmarks in India and match the best in the world in performance at a lower life–cycle
cost. The years to come will see the introduction of several other innovative vehicles, all
rooted in emerging customer needs. Besides product development, R&D is also focussing on
environment–friendly technologies in emissions and alternative fuels.

Through its subsidiaries, the company is engaged in engineering and automotive

solutions, construction equipment manufacturing, automotive vehicle components
manufacturing and supply chain activities, machine tools and factory automation solutions,
high–precision tooling and plastic and electronic components for automotive and computer
applications, and automotive retailing and service operations.

True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to
Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and
is engaged in community and social initiatives on labour and environment standards in
compliance with the principles of the Global Compact. In accordance with this, it plays an
active role in community development, serving rural communities adjacent to its
manufacturing locations.

3.2 Product range of the company includes:

Passenger Cars:

 Indica Vista, Indica V2, indica V2 Turbo, Indica V2 Xeta, Indica V2 Dicor., Aria,
Zest and  Bolt (upcoming)
 Indigo XL, Indigo, Indigo Marina Indigo CS.

 Nano.

17
Utility Vehicles:

 Safari Dicor.
 Sumo Grande.
 Sumo.

 Xenon XT.

Trucks:

 Medium & Heavy Comm. Vehicles, Tata Novus.

 Intermediate Comm. Vehicles.
 Light Commercial Vehicles, TL 4×4, Small Commercial Vehicles.

Commercial Passenger Carriers:

 Buses.
 Winger.
 Magic

3.4 FINANCIAL STRUCTURE

VISION

The story began with a simple vision – the vision of a mobile and an empowered India,
powered by its Vehicles TATA MOTORS Ltd., company’s new identity, reflects its
commitment towards providing world class mobility solutions with renewed focus on
expanding company’s footprint in the global arena.

MISSION

TATA MOTORS’s mission is to become a global enterprise fulfilling its customers' needs
and aspirations for mobility, setting benchmarks in technology, styling and quality so that it
converts its customers into its brand advocates. The company will provide an engaging
environment for its people to perform to their true potential. It will continue its focus on
value creation and enduring relationships with its partners.

STRATEGY

18
TATA MOTORS's key strategies are to build a robust product portfolio across categories,
explore growth opportunities globally, continuously improve its operational efficiency,
aggressively expand its reach to customers, continue to invest in brand building activities and
ensure customer and shareholder delight.

TECHNOLOGY

In the 1980's the Company pioneered the introduction of fuel-efficient, environment friendly
four-stroke motorcycles in the country. It became the first company to launch the Fuel
Injection (FI) technology in Indian motorcycles, with the launch of the Glamour FI in June
2006.

Its plants use world class equipment and processes and have become a benchmark in leanness
and productivity.

Hero MotoCorp, in its endeavour to remain a pioneer in technology, will continue to innovate
and develop cutting edge products and processes

DISTRIBUTION

The Company's growth in the four wheeler market in India is the result of an intrinsic ability
to increase reach in new geographies and growth markets. Tata Motor's extensive sales and
service network now spans over to 5000 customer touch points. These comprise a mix of
authorized dealerships, service &spare parts outlets and dealer-appointed outlets across the
country.

SUPPLY CHAIN MANAGEMENT

As the Company prepares to produce a wider range of products, efforts are being taken to
align the supply chain and prime up its supplier base. During the year, the Company kick-
started the process of migrating its existing brands to the new brand. The exercise is expected
to be completed during 2012-13.

During the year, the Company also commenced the process of working with its vendors to
develop new parts. The Company’s Supply Chain Management function is built on three
planks:

 Cost
 Quality

19
  Sustainability

Tracking inventory cost effectively and efficiently is known to be a key source of competitive
advantage in the automobile industry. Hence, it comes as no surprise that cost leadership is
the Company’s prime focus area. Continual pressure on margins forced the Company and its
supply chain partners to find innovative and alternate ways to combat inflation. Considerable
attention was given to managing component inventory in the system, with double-digit
growth in inventory turnover. To align HR processes with the supply chain, top two HR
consulting firms in India are working with supply chain partners. The exercise is aimed at
improving robustness of people processes and resulting in a direct impact on quality, cost,
productivity, delivery and reliability. The move will enable supply chain partners move to the
next orbit of operational excellence. The Company initiated more than 30 quality
improvement projects with supply chain partners to provide better quality products to
customers.

BRAND

The new TATA is rising and is poised to shine on the global arena. Company's new identity
"Tata Motors." is truly reflective of its vision to strengthen focus on mobility and technology
and creating global footprint. Building and promoting new brand identity will be central to all
its initiatives, utilizing every opportunity and leveraging its strong presence across sports,
entertainment and ground- level activation.

3.5 MARKET SHARE

Company cannot enclose their personal details.

Name of the player

Directors

Founder Director and Chairman : Dr.BrijmohanLallMunjal

Managing Director and CEO : Mr. PawanMunjal .

20
Board of Directors

Name of the person Nature of the Office

Mr. Sunil Kant Munjal Non-Executive Director

Mr.Suman Kant Munjal Director

Mr. Paul Edgerley Non-Executive Director

Mr.PradeepDinodia Director

Gen. (Retd.) V. P. Malik Director

Mr.Analjit Singh Director

Dr.Pritam Singh Director

Mr. M. Damodaran Director

Mr.Ravinath Director

Dr.AnandC.Burman Director

4.2 Product Range

Passenger Cars:

 Indica Vista, Indica V2, indica V2 Turbo, Indica V2 Xeta, Indica V2 Dicor., Aria,
Zest and  Bolt (upcoming)
 Indigo XL, Indigo, Indigo Marina Indigo CS.

 Nano.

Utility Vehicles:

 Safari Dicor.
 Sumo Grande.
 Sumo.

21
  Xenon XT.

Trucks:

 Medium & Heavy Comm. Vehicles, Tata Novus.

 Intermediate Comm. Vehicles.
 Light Commercial Vehicles, TL 4×4, Small Commercial Vehicles.

Commercial Passenger Carriers:

 Buses.
 Winger.
 Magic

04.3 Market Share

Company cannot give their personal details.

22
 CHAPTER 5

RESEARCH METHODOLOGY

23
RESEARCH DESIGN AND METHODOLOGY

“A study on customer satisfaction with reference to TATA MOTORS.”The methodology

adopted was the survey and the sample method. The primary data collected from the users
from the personal as well as information collected through questionnaires. Secondary method
used to collect information from the company books, internet, staff of the store, etc.

NEED OF THE STUDY

TATA MOTORS ltd is a leading two wheeler manufacturing brand. Need to analyze
customer satisfaction towards brand.
1. Since it is a competitive market with the intervention of international brand, this study
will tell you the market status of the brand.

OBJECTIVE OF STUDY

The following are the objectives of the study

1. To understand the customer behavior towards purchase of 4 wheeler.

2. To understand the level of customer satisfaction about the TATA Vehicles.
3. To study the customer attitudes towards various brands of TATA motors.
4. To suggest suitable recommendation for improving the level of customer satisfaction.

SCOPE OF THE STUDY

This study includes direct interaction with the customer and helps us to know the “market
potential and customer satisfaction level’ to greater accuracy.

This study is of great importance to the company which will know about the customer
preference to buy a particular brand.

So scope of the study is to achieve customer satisfaction and quality maintenance is

company’s primary objective.

The method adopted for data collection required for this research is the survey method. Thus
a questionnaire was prepared consisting of simple question and was distributed among 50
customers of TATA motors.

24
5.2 Sampling Technique:

The sampling technique used in this research is convenience sampling it is a statistical

method of drawing representative data by selecting people because of the ease of their
volunteering or selecting units because of their availability or ease access the advantage of
this type of sampling are the availability or easy access. The advantage of this type of
sampling is the availability and the quickness with which data can be gathered. The
disadvantages are the risk that the sample might not represent the population as a whole, and
it might be biased by volunteers. A convenience sample is simply one where the unit that is in
stark contrast in the sample are the easiest to access. This is the stark contrast to probability
sampling technique where the selection of units is made randomly.

5.3 Sample size

The numbers of respondent were limited to 50 customers at TATA motors.

5.4 Data Collection

Primary data

Primary data is the data which is collected by the research directly from his own observation
and experience. For example, if the research conducted a survey for the collected of data then
its known as primary data.

The method used for the collection of primary data is questionnaire method.

Secondary Data

Secondary data is data collected by someone other than the user. Common sources of
secondary data for social science include censuses, organizational records and data collected
through qualitative methodologies or qualitative research. Primary data, by contrast, are
collected by the investigator conducting the research. Secondary data analysis saves time that
would otherwise be spent collecting data and, particularly in the case of quantitative data,
provides larger and higher-quality databases that would be unfeasible for any individual
researcher to collect on their own. In addition, analysts of social and economic change
consider secondary data essential, since it is impossible to conduct a new survey that can
adequately capture past change and/or developments.

Statistical Tools Used

25
Pie chart, graph Analysis

5.5 Limitation of Study

The following are the limitation which where encountered during the period in which the
research was done.

 The sample Size is restricted to only 50 people. This is small selected selection
people.
 The study was limited to one region (Chandigarh)
 The research is very time consuming process.
 People were hesitating to fill up the forms and out of 10 only 1 people fills the form.

26
 CHAPTER 5

ANALYSIS

AND

INTERPRETATION

27
 Analysis and Interpretation

 Under this section of the project, the questionnaire circulated is thoroughly analysed
and interpreted, based on which suggestions and recommendations will be given
which would help hero in strengthening their customer base.
 All questions asked are analysed below and graphically represented and each question
and response is analysed and results interpreted.
 This section of the project holds immense importance as in, it depicts the level of
customer satisfaction towards the Hero product.
 All questions asked in the questionnaire are analysed and the Interpretation are drawn
below.

5.1(a) Table showing the age group of the respondent

Age group No. of Respondents Percentage

20-25 years 5 10%

25-35 years 16 32%

35-45 years 21 42%

Above 45 years 8 16%

Total 50 100%

Analysis -

From the following table it can be analysed that the 42% of the respondent belong to 35-45
years age group, 32% of the respondent belong to 25-35 years age group,16% of the respondent
belong to above 45 years age group,10% of the respondent belong to 20-25 years of age group.

28
 5.1(b) Chart showing the age group of the respondent

Percentage

Above 45
16%
20-25 years
10%

25-35
32%

35-45
42%

Interpretation:-

From the following graph it can be concluded that the percentage of people is more in age
group 35-45 years that is middle age people that are very attached to the company. The
remaining 20-25 years are youth that are more towards international companies.

29
 5.2(a) Table showing the different level of income group of the respondent.

Income group No. of Respondents Percentage

Less than 25,000

5
10%

25,000 to 50,000
20 40%

50,000 to 75,000
17 34%

More than 75,000

8 16%

Total
50 100%

Analysis-

From the following analysis table it can be analysed that, 40% of respondent belong to the
income group of Rs. 25,000 to 50,000 followed by 34% of respondent of the belong to the
income group of Rs. 50,000 to 75,000, 16% of respondent belong to the income group of
belong to age group of more than Rs. 75,000 and by 10% of respondent of the belong to the
income group of less than Rs. 25,000.

30
 5.2(b) Graph showing different level of income group of the respondent.

Income Group
20
20
17
18

16

14

12

10
8
8
5
6

0
Less than 25,000 25,000 to 50,000 50,000 to 75,000 More than 75,000

Interpretation:

From the following chart we can conclude that, company is having most number of people
from income group Rs. 25,000 to 50,000 they are mostly working class people. The
remaining are less than Rs 25,000 who are part time workers and staff.

31
 5.3(a) Table showing the preference of the vehicle by the respondent.

Model No. of Respondents Percentage

SPLENDOR 20 40%

GLAMOUR 12 24%

KARIZM 4 8%

MAESTRO 4 8%

PLEASURE 10 20%

Total 50 100%

Analysis:-

From the following above table it can be analysedthat the 40% of respondents are using
Splendor, 24% of respondents using Glamour, 20% use pleasure, 20%use Maestro and 8%
use karizma.

32
 5.3(b) Graph showing the preference of the vehicle by the respondent.

Preference
10

20

4
12

SPLENDOR GLAMOUR KARIZMA MEASTRO

PLEASURE

Interpretation:-

From the following graph it can be concluded that the most number of respondents are
using Splendordue to high mileage and lowest maintenance. The remaining lowest
percentage useKarizmaand Maestro as are their better substitute in the market.

5.4(a) Table showinghow much respondent has used the vehicle.

Distance (km) No. of Respondents Percentage

500 - 5000km 4 8%

5000 - 20000km 10 20%

20000 - 40000km 11 22%

33
40000 & Above km 25 50%

Total 50 100%

Analysis: –

From the following above table it can be analyzed that the 8% of respondents has travelled
500-5000 km, 20% of respondents has travelled 5000-20000 km, 22% of respondents has
travelled 20000- 40000 km and 50% of respondents has travelled 40000 km & Above.

5.4(b) Graph showinghow much respondent has used the vehicle.

Distance Travelled

25

20

15
25

10

10 11
5
4

0
500 - 5000 5000 - 20000 20000 - 40000 40000 & Above

Interpretation:-

From the above graph it can be concluded that most respondents has travelled 40000 & above
are the people who travel long distance for work. And the remaining small group of people
have multiple vehicle.

34
 5.5(a) Table showing the usage of the vehicle.

Time (Years)
No. of Respondents Percentage

Less than 1 year 4 8%

1-2 Years 14 28%

2-4 Years 20 40%

4 years & Above 12 24%

Total 50 100%

Analysis:

From the above table it can be analyzed that, 8% of respondents has used vehicle for Less
than 1 year, 28% of respondents has used vehicle for 1-2 years, 40% of respondents has used
vehicle for 2-4 years, 24 % of respondents has used vehicle for 4 years & above.

5.5(b) Graph showing the usage of the vehicle.

35
 Time period for use of vehicles

20
18
16
14
12 20
10
8 14
12
6
4 4
2
0
Less than 1 year 1-2 Years 2-4 Years 4 years & Above

Interpretation:-

From the above graph it can be concluded that 40% of respondents has used vehicle for 2-4
years as the new models and up gradation are coming to meet to it. And the small percentage
of people keep no changing the vehicle to get the latest in the market.

5.6(a) Table showing the main unique selling preposition of the vehicle.

Particulars No. of Respondents Percentage

SPEED 5 10%

POWER/ BHP 14 28%

MILEAGE 20 40%

DESIGN 11 22%

Total 50 100%

36
Analysis:
From the above table it can be analyzedthat, 10% of respondents bought vehicle due to
speed , 28% of respondents bought vehicle due to power, 40% of respondents bought vehicle
due to mileage and 22% of respondents bought vehicle due to design.

5.6(b) Graph showing the main unique selling preposition of the vehicle.

Unique selling preposition

20
18
16
14
12 20
10
14
8 11
6
4 5
2
0
Speed Power Mileage Design

Interpretation:-

From the above graph it is inferred that, 40% of respondents bought vehicle due to mileage as
the fuel price is rising and for the local usage. The rest group of people bought due to other
important feature.

5.7(a) Table showing the influencer behind the purchase.

37
 Particulars No. of Respondents Percentage

CHILDREN’S
2 4%

WIFE 9 18%

FRIENDS 30 60%

PARENTS 9 18%

Total 50 100%

Analysis:-

From the above table it can be analyzedthat, 4% of respondents bought vehicle due to
influence of children, 18% of respondents bought due to wife, and 60% of respondents
bought due to friends, 18% of respondents bought due to parents influence respectively.
5.7(b) Graph showing the influencer behind the purchase.

38
 Influencer

30

25

20

30
15

10

9 9
5
2

0
Children's Wife Friends Parents

Interpretation:-

From the above graph it is inferred that, 60% of respondents bought due to friends as they
also own that type of vehicle and they are the most approachable to them. The remaining
people are influenced by the family members.

5.8(a) Table showing the purpose of buying the vehicle.

Particulars No. of Respondents Percentage

Official
20 40%

39
Household 14 28%

Business 5 10%

Any other 11 22%

Total 50 100%

Analysis:-

From the above table it is inferred that, 40% of respondents bought for official purpose, 28%
of respondents bought for household purpose, 10 % of respondents bought for business
purpose and 22% of respondents bought for other purpose.

5.8(b) Graph showing the purpose of buying the vehicle.

Purpose of Purchase

20
18
16
14
12 20
10
8 14
11
6
4 5
2
0
Official Household Business Anyother

Interpretation:-

From the above graph it can be seen that nature of purchase of vehicle by the respondent are
mainly for the official purpose. And the remaining use it for other purpose.

5.9(a) Table showing the factor influencing the brand.

40
 Particulars No. of Respondents Percentage

Brand Value
20 40%

Design 8 16%

Publicity 16 32%

Scheme 6 12%

Total 50 100%

Analysis

From the above table it can be analyzedthat, 40% of respondents bought for brand value, 16%
of respondents bought for design, 32 % of respondents bought for publicity and 12% of
respondents bought for scheme

5.9(b) Graph showing the factor influencing the brand.

41
 Purchase

20

18

16

14

12
20
10
16
8

6
8
4 6

0
Brand Value Design Publicity Scheme

Interpretation:-

From the following graph we can conclude that, people mostly go for brand value then
publicity followed by design and scheme. People mostly see the image of the company in the
market then buy the product.

5.10(a) Table showing the level of satisfaction of respondent.

42
 Level No. of Respondents Percentage

Highly Satisfied
20 40%

Satisfied 22 44%

Dissatisfied 6 12%

Highly Dissatisfied 2 4%

Total 50 100%

Analysis

From the above table it is seen that, 40% of respondents fall under Highly Satisfied, 44% of
respondents fall under Satisfied, 12% of respondents fall under dissatisfied and 4% of
respondents fall under Highly Dissatisfied

5.10(b) Graph showing the level of satisfaction of respondent.

43
 Satisfaction level

25

20

15
22
20
10

5 6
2

0
Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied

Interpretation:-

From the above graph it can be conclude that maximum percentage of people are satisfied so
the company is able to achieve its goal and the main motive of customer satisfaction. It is also
able to deliver good products to market. The reaming customer should also be kept in mind
and taken care of

5.11(a) Table showing Factors better than our competitor.

Particulars No. of Respondents Percentage

Budget 15 30%

Brand 7 14%

Maintenance 22 44%

Service 6 12%

Total 50 100%

44
Analysis:-

From the above table it is inferred that, 30% of respondents bought due to budget, 14% of
respondents bought due to brand, 44% of respondents bought due to maintenance, 12% of
respondents bought due to Service.

5.11(a) Graph showing Factors better than our competitor.

Influencing Factor

25

20

15
22
10 15

5 7 6

0
Budget Brand Maintenance Service

Interpretation:-

From the above graph it can be conclude tell that most of the people who buy hero vehicle is
due to maintenance. Which are the things that keep us better than our competitor?

45
 5.12(a) Table showing the problem faced by the customer.

Problem faced No. of Respondents Percentage

LACK OF 10 20%
COMMUNICATION

POOR QUALITY 10 20%

DELAY IN DELIVERY 14 24%

OTHER THINGS 16 36%

Total 50 100%

Analysis:-

From the above table it can be concluded that, 20% of respondents has faced problem with
Lack of communication, 20% of respondents has faced problem with poor quality, 24% of
respondents has faced problem with delay in delivery, and 36% of respondents has faced
other things.

5.12(b) Graph showing the problem faced by the customer.

46
 Problem faced

16
12
14 16
8 10 10
4
0
tio
n ity ry ng
s
al ive hi
i ca qu de
l
r t
un or n he
m po yi Ot
m la
f co De
c ko
La

Interpretation: -

From the above graph we come to a conclusion that people face no problem at the time of the
service and only few people complain about price of the spare parts or low quality or delay in
service.

Chapter 6

FINDINGS, CONCLUSION AND SUGGESTIONS

47
FINDINGS

 It can be stated that the customer of the company are more from the middle age.
 It is seen that the customers where taken care with courtesy and addressed all question
and problem of the respondent with interest and helped in solving their issue.
 As per the research it is seen that problem were quickly solved and taken care of
which is one of a good factor because the objective of the company is to satisfy the
customer.
 It can beseen that the customer service is an effective system which records all call
and message and helps store the data and faster flow of information thereby solving
the issue faster.
 It can be state that overall respondent view with the customer satisfaction was good
because we follow a system of objective and strive to follow it through our vision.
 It is also seen that the service is bit expensive but the return on that is very good and
they are highly satisfied with the service provide.
 It is found that the customer has rated our vehicle as excellent due to its great mileage
and the cheap maintenance.
 It can be alsobe seen that we stand out on the service and the pricing strategy is best
the market comparing to other competitors in the market.
 Customer has stated that they came to know about the product through television

48
  It is state that the customers have rated us excellent in overall due to the service we
provide to them and maintain it.

SUGGESTION

After meeting the customer and talking to them about the live tips and their service and
knowing their requirements the following recommendation is being developed.

1.Target customer

The main target new customer should be seen as an opportunity to the company. We should
help more and more customer to buy our product, and make them fill them fill that the buying
our product is not an expenditure it’s an investment for the long term which will give you
good retune in future. Being the maintenance and other USP of the product.And also giving
the exchange offers and easy finance offer that will help them to buy vehicle from you.

2. Customer satisfaction

For the small crowd of people who are not satisfied with the company they should be
approached back and their problem should be solved. For the people who are on average level
then continues customer service should be done for them to make them satisfied. Over all for
each and every customer there should be no delay done for any complains and their
requirements.

3. Service

49
Due to more fluctuation of market the analysis of tips should be asked to generate more
accurate and perfect tips to be sending and while sending delayed should not be done in it.

CONCLUSION
Research above shows the customer satisfaction of hero motors through live tips and the
questioner. In regards to their various service and customer service. Also the overall rating of
the company and how it stands beyond of their competitor.

The study shows that the 70% - 80% of the customer are satisfied with the kind of service and
customer relationship is done with them by live tips. The new customer also fined the
company different from other company which is a positive point for them. To fulfil the
customer requirement in time should be seen.

Over all the company present customer satisfaction level are on satisfied with a small number
of people of people not satisfied, which should be taken care of.

50
 BIBLIOGRAPHY

Reference

Website

www.heromotocop.com

www.google.com

www.businessdictoinery.com

Books

Marketing management, Philip kotler 12th edition

Fundamental of marketing management, T.S Devaraja

51
 Annexure

Questionnaire on customer Satisfaction of TATA Motors

Name:

Occupation: Student Business Professional

1. Age:

A) 20-25 B) 25-35 C) 35-45 D) above 45

2. Income (P.M) -

a. Less than 25,000 c. 25,000 to 50,000

b. 50, 000 to 75,000 d. More than 75,000

52
 3. Which vehicle you have of TATA Motors?

a. Maestro
b. Impulse
c. Splendor
d. Karzima ZMR
e. Passion

4. How much Km have you travelled till now?

a. 500km -5000km
b. 5000km -20000km
c. 20000km -40000km
d. 40000km& above km

5. From how many years do you own the vehicle?

a. 0-1 year
b. 1-2 years
c. 2-4 years
d. 4 & above years 

6. What feature of bike you like the most while purchasing the vehicle?

a. Speed
b. Power/ BHP
c. Mileage
d. Design

7. Who influenced you to buy this vehicle?

a. Friends
b. Wife

53
 c. Children’s
d. Parents

8. For what purpose you buy Tata Vehicle?

a. Official
b. Household
c. Business
d. Any other

9. Why did you purchase the vehicle?

a. Brand value
b. Design
c. Publicity
d. Scheme

10. Which satisfaction level you fall under?

a. Highly Satisfied
b. Satisfied
c. Dissatisfied
d. Highly Dissatisfied
11. What factor influences you to buy the vehicle?

a. Budget
b. Maintenance
c. Brand
d. Service

12. How do you think is the reliability of the Tata vehicles?

A) Excellent B) Good

C) Average D) poor

13. What kind of problems faced during the time of service?

54
A) Delay in delivery B) Poor quality

C) Other things D) Lack of communication

55