SUMMER TRAINING REPORT

ON

“CUSTOMER SATISFACTION AT TATA MOTORS”

SUBMITTED FOR PARTIAL FULFILLMENT OF DEGREE IN THE REQUIREMENT OF

BACHELOR OF BUSINESS ADMINISTRATION
OF
MAHARSHI DAYANAND UNIVERSITY,
ROHTAK
Session: 2024-2025

Submitted to:- Submitted by:-

Ms. Renuka Malhotra Name: Pawan
(Business Admin. Dept.) Class: BBA 5th (C)
Roll no: 1221783010171
REG. No.:
UNV. Roll No.

D.A.V. CENTENARY COLLEGE

NH-3, N.I.T, Faridabad
 ACKNOWLEDGEMENT

Carrying out this Summer Training Report and its preparation literary from becomes
possible with the help, guidance and inspiration. I feel obliged to all those authorities
whose work has been consulted and utilized and acknowledge the text.

I am thankful to MAHARSHI DAYANAND UNIVERSITY ROHTAK for giving me

opportunity to Summer Training Report to enhance my research skills and practical
knowledgeable I would like to thanks the entire team of DAV CENTENARY
COLLEGE for the constant support and help in the successful completion of my project
by teaching me how providing first-hand information regarding the company and
making it a great learning experience. I would like to thanks my principal
Dr. VIJAY WANTI without his permission this project won‟t be possible.

I express my deep sense of gratitude to my researcher guide,

Ms. RENUKA MALHOTRA for her help and advice during the preparation of this
Summer Training Report.

I wish to express my deep gratitude and respect to all people mentioned in this Summer
Training Report. Without their permission it would not have been possible to do the
Summer Training Report in this esteemed organization.

PAWAN
 PREFACE

Practical knowledge is an important suffix to theoretical knowledge. One cannot merely

upon the theoretical knowledge. The practical training in the company has a significant
role to play in the subject of business management. This report to study the “A STUDY
ON CUSTOMER SATISFACTION ON TATA MOTORS”.

A well planned, properly executed and evaluated industrial training helps a lot in
inculcating good work culture. It provides linkage between the student and industry in
order to develop the awareness of industrial approach to problem solving based on broad
understanding of the plant, machinery process and mode of operation of industrial
organization.

My Summer Training Report titled “A STUDY ON CUSTOMER SATISFACTION IN

TATA MOTORS” has enabled me to have a broader knowledge about the system and what are
the process of Apparel Industry, what are its uses, why it is useful for the company and other
concerned parties.

This training also provided an opportunity to gain practical knowledge.

Through this report, I have tried to summarize all my observation experience and
knowledge acquired in this Summer Training Report.

PAWAN
 TABLE OF CONTENTS

CHAPTER PARTICULAR PAGE NO.

1 INTRODUCTION
TO THE TOPIC
2 INDUSTRY AND
COMPANY PROFILE

3 REVIEW OF
LITERATURE
4 RESEARCH
METHODOLOGY
• OBJECTIVES OF
THE STUDY
• SCOPE OF
THE STUDY
• RESEARCH
DESIGN
• LIMITATIONS OF
THE STUDY

5 DATA ANALYSIS AND

INTERPRETATION
6 CONCLUSION AND
SUGGESTIONS

7 ANNEXURE
A. BIBLIOGRAPHY
B. QUESTIONNAIRE
 CHAPTER-1
INTRODUCTION
TO
THE TOPIC
 INTRODUCTION TO THE TOPIC

Customer Satisfaction refers to the extent to which customers are happy with the
products and services provided by a business. Customers satisfaction levels can be
measured using survey techniques and questionnaires.

DEFINITIONS:
 Customer Satisfaction is equivalent to making sure that product and service
performance meets customer expectations.

 Customer Satisfaction is the perception of the customer that the outcome of a

business transaction is equal to or greater than his/her expectation.

 Customer Satisfaction occurs when acquisition of products and/or services

provides a minimum negative departure from expectations when compared with
other acquisitions.

BENEFITS OF CUSTOMER SATISFACTION:

• The importance of Customer Satisfaction and support is increasingly becoming a

vital business issue as organization realize the benefits of Customer Relationship
Management (CRM) for providing effective customer service.

• Professionals working within customer focused businesses or those running call

centers or help desks, need to keep informed about the latest customer
satisfaction techniques for running a valuable customer service function.

• From small customer service departments to large call centers, the importance of
developing a valued relationship with customers using CRM is essential to
support customer and long-term business growth.

1
WHAT DO CUSTOMERS WANT?

Before we begin to create tools to measure the level of Satisfaction, it is important to develop
a clear understanding of what exactly the customer wants. We need to know what our
customers expect from the products and services we provide. Customer expectations have
two types: -

1. Expressed
2. Implied

1. EXPRESSED: Customer Expectations are those requirements that are written down
in the contract and agreed upon by both parties for example, product specifications
and delivery requirements. Supplier‟s performance against these requirements is most
of the items directly measurable.

2. IMPLIED: Customer Expectations are not written or spoken but are the ones the
customer would „expect‟ the supplier to meet nevertheless. For example, a customer
would expect the service representative who calls on him to be knowledgeable and
competent to solve a problem on the spot.

WHAT CONSTITUTES SATISFACTION?

We cannot create customer satisfaction just by meeting customer‟s requirements fully

because these have to be met in any case. However, failing short is certain to create
dissatisfaction. Major Attributes of Customer Satisfaction in banking industry can be
summarized as:

 Product Quality
 Premium outflow
 Return on investment
 Services
 Responsiveness and ability to resolve complaints and reject reports. ✓Overall
communication, accessibility and attitude.

2
WHAT ARE THE TOOLS?

Customer expectations can be identified using various methods such as:-

• Market research
• Telephonic interview
• Personal visits
• Warranty records
• Informal discussions
• Satisfaction surveys

Depending upon the customer base and available resources, we can choose a method
that is most effective in measuring the customer‟s perceptions. The purpose of the
exercise is to identify priorities for improvements. We must develop a method or
combination of method that helps to continually improve services.

CUSTOMER SATISFACTION PROCESS:

The paramount goal of marketing is to understand the customer and to influence buying
behavior.

The process can be depicted as follows:

1. Need recognition- realization of the difference between the desired and the
current situation that serves as a trigger for entire process.
2. Search for information.
3. Pre purchase alternative evaluation.
4. Consumption (utilization of the procured option).
5. Post purchase alternative re-evaluation.
6. Divestment (disposal of the unconsumed product and it‟s remnants)

3
 A business ideally is continually seeking feedback to improve Customer Satisfaction.
 Customer Satisfaction provides a leading indicator of consumer purchase intentions
and loyalty.
 Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Their principal use is twofold.
 Within the organization, 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 an 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 ramification 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.

4
IMPORTANCE OF CUSTOMERS SATISFACTION

The importance of customer satisfaction:

Economic Benefits

1. Increased Revenue: Satisfied customers lead to repeat business and referrals.

2. Reduced Costs: Lower customer acquisition and retention costs.
3. Competitive Advantage: Differentiation through exceptional customer experience.
4. Market Share Growth: Positive word-of-mouth and online reviews.
5. Increased Customer Lifetime Value (CLV).

Strategic Benefits

1. Brand Loyalty: Customers become brand ambassadors.

2. Positive Word-of-Mouth: Encourages new customers.
3. Customer Retention: Reduces churn rate.
4. Market Research: Customer feedback informs product development.
5. Employee Engagement: Positive customer interactions boost morale.

Operational Benefits

1. Improved Quality: Customer feedback enhances product/service quality.

2. Efficient Processes: Streamlined processes reduce costs.
3. Employee Training: Focus on customer-centric skills.
4. Reduced Complaints: Proactive issue resolution.
5. Enhanced Reputation: Positive online reviews and ratings.

Social Benefits

1. Customer Trust: Builds long-term relationships.

2. Community Engagement: Customers become advocates.
3. Social Media Presence: Positive online reputation.
4. Employee Pride: Working for a customer-centric organization.

5
5. Social Responsibility: Demonstrates commitment to customer well-being.

Long-term Benefits

1. Sustainable Growth: Customer satisfaction drives long-term success.

2. Market Leadership: Establishes industry benchmarks.
3. Innovation: Customer feedback inspires new products/services.
4. Talent Attraction: Attracts top talent seeking customer-centric culture.
5. Legacy: Builds a lasting reputation for excellence.

Consequences of Poor Customer Satisfaction

1. Lost Business: Dissatisfied customers switch to competitors.

2. Negative Word-of-Mouth: Damages reputation.
3. Increased Costs: Higher customer acquisition and retention costs.
4. Decreased Employee Morale: Negative customer interactions.
5. Reputation Damage: Long-term consequences.

Measuring Customer Satisfaction

1. Surveys (online, offline)

2. Net Promoter Score (NPS)
3. Customer Satisfaction Index (CSI)
4. Social Media Monitoring
5. Focus Groups and Interviews

Improving Customer Satisfaction

1. Employee Training
2. Process Improvements
3. Product/Service Enhancements
4. Personalization
5. Proactive Communication

6
LIMITATION OF THE CUSTOMERS SATISFACTION

Limitations of Customer Satisfaction:

Internal Limitations

1. Biased Sampling: Non-representative sample selection.

2. Measurement Errors: Inaccurate or incomplete data.
3. Response Bias: Customers may provide socially desirable answers.
4. Lack of Context: Ignoring external factors influencing satisfaction.
5. Insufficient Resources: Limited budget, time, or personnel.

External Limitations

1. Market Dynamics: Changing customer needs and expectations.

2. Economic Factors: Economic downturns or upswings.
3. Technological Advancements: Rapid changes in technology.
4. Regulatory Changes: Evolving laws and regulations.
5. Cultural Differences: Varied cultural values and norms.

Methodological Limitations

1. Survey Fatigue: Over-surveying leading to decreased response rates.

2. Measurement Tools: Limitations of surveys, focus groups, or interviews.
3. Sampling Technique: Convenience or non-probability sampling.
4. Data Analysis: Restrictions due to data normality or assumptions.
5. Generalizability: Findings may not apply to other contexts.

Theoretical Limitations

1. Conceptual Framework: Oversimplification or limitations of theoretical models.

2. Contextual Factors: Ignoring external factors influencing satisfaction.
3. Cultural Considerations: Neglecting diverse customer demographics.
4. Technological Advancements: Rapid changes in banking technology.

7
Practical Limitations

1. Access Constraints: Difficulty accessing sensitive customer data.

2. Resource Constraints: Limited budget, time, or personnel.
3. Data Quality Issues: Inaccurate, incomplete, or outdated data.
4. Respondent Fatigue: Low response rates or biased responses.
5. Confidentiality Concerns: Protecting sensitive customer information.

Generalizability Limitations

1. Industry Specificity: Findings may not apply to other industries.

2. Contextual Dependence: Results tied to specific market conditions.
3. Cultural Limitations: Findings may not generalize across cultures.
4. Temporal Limitations: Results may not remain relevant over time.
5. Geographical Limitations: Findings may not apply to other regions.

Mitigating Limitations

1. Triangulation (multiple methods, data sources).

2. Larger sample sizes.
3. Longitudinal studies.
4. Mixed-methods approach.
5. Collaborations with industry experts.

8
 CHAPTER – 2

COMPANY PROFILE
 COMPANY PROFILE:

Introduction:

Tata Motors Limited is an Indian multinational automotive company, headquartered

in Mumbai and part of the Tata Group. The company produces cars, trucks, vans, and buses.

Subsidiaries include British Jaguar Land Rover and South Korean Tata Daewoo. Tata Motors has
joint ventures with Hitachi (Tata Hitachi Construction Machinery) and Stellantis, which makes
vehicle parts for Fiat Chrysler and Tata-branded vehicles.
Tata Motors has auto manufacturing and vehicle plants
in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad, and Pune in India, as well as
in Argentina, South Africa, the United Kingdom, and Thailand. It has research and development
centers in Pune, Jamshedpur, Lucknow, Dharwad, India and South Korea, the United Kingdom,
and Spain. Tata Motors is listed on the BSE and NSE, and is a constituent of the BSE
SENSEX and NIFTY 50 benchmark indices. The company is ranked 265th on the Fortune Global
500 list of the world's biggest corporations as of 2019.
On 17 January 2017, Natarajan Chandrasekaran was appointed chairman of the company Tata
Group. Tata Motors increased its UV market share to over 8% in FY2019.
HISTORY:

Tata Motors was founded in 1945, as a locomotive manufacturer. Tata Group entered the
commercial vehicle sector in 1954 after forming a joint venture with Mercedes-Benz of
Germany in which Tata developed a manufacturing facility in Jamshedpur for Daimler
lorries. By November 1954 Tata and Daimler manufactured their first goods carrier chassis at
their Jamshedpur plant with 90-100 hp and capacity of 3-5 tons.[11] After years of dominating
the commercial vehicle market in India, Tata Motors entered the passenger vehicle market in
1991 by launching the Tata Sierra, a sport utility vehicle based on the Tata Mobile platform.
Tata subsequently launched the Tata Estate (1992; a station wagon design based on the earlier
Tata Mobile), the Tata Sumo (1994, a 5-door SUV) and the Tata Safari (1998).

Tata Indica (first generation)

Tata launched the Indica in 1998. A newer version of the car, named Indica V2, later appeared.
Tata Motors also exported cars to South Africa.
In the 2000s, Tata Motors made a series of acquisitions and partnerships, acquiring Daewoo's
South Korea-based truck manufacturing unit, a joint venture with the Brazil-based
Marcopolo, Tata Marcopolo Bus, Jaguar Land Rover. Hispano Carrocera, and an 80% stake in
the Italian design and engineering company Trilix.
On 12 October 2021, private equity firm TPG invested $1 billion in Tata Motors' electric vehicle
subsidiary.

OPERATIONS AND PRODUCTS

OPERATIONS:
Tata Motors has vehicle assembly operations in India, the United Kingdom, South Korea,
Thailand, Spain, and South Africa. It plans to establish plants in Turkey, Indonesia, and
Eastern Europe.
PRODUCTS:

Models

Commercial vehicles

 Tata Ace
o Tata Ace Zip
o Tata Ace EV
o Tata Super Ace
o Tata Ace Mega
 Tata Intra
o Tata Intra V10
o Tata Intra V20
o Tata Intra V30
o Tata Intra V50
 Tata Xenon XT
 Tata Yodha
 Tata Iris
 Tata TL/Telcoline/207 Pick-up truck
 Tata 407 Ex and Ex2
 Tata 709 Ex
 Tata 807 (Steel cabin chassis, cowl chassis, medium bus chassis, steel cabin + steel body
chassis)
 Tata 809 Ex and Ex2
 Tata 909 Ex and Ex2
 Tata 1210 SE and SFC (Semi Forward)
 Tata 1210 LP (Long Plate)
 Tata 1109 (Intermediate truck/ LCV bus)
 Tata 1512c (Medium bus chassis)
 Tata 1515c/1615 (Medium bus chassis)
 Tata 1612c/1616c/1618c (Heavy bus chassis)
 Tata 1618 (Semilow-floor bus chassis)
 Tata 1623 (Rear-engined low-floor bus chassis)
 Tata 1518C (Medium truck) 10 ton
  Tata 1613/1615c (Medium truck)
 Tata 1616/1618c (Heavy duty truck)
 Tata 2515c/2516c/2518c (Heavy duty 10-wheeler truck)
 Tata Starbus (Branded buses for city, intercity, school bus, and standard passenger
transportation)
 Tata Divo (Hispano Divo)
 Tata CityRide (12- to 20-seater buses for intracity use)
 Tata 3015 (Heavy truck)
 Tata 3118 (Heavy truck) (8×2)
 Tata 3516 (Heavy truck)
 Tata 4018 (Heavy truck)
 Tata 4923 (Ultraheavy truck) (6×4)
 Tata Novus
 Tata Prima
 Tata SIGNA series
 Tata Ultra series (ICV Segment)
 Tata Winger - (Maxivan)

Electric vehicles

Tata Motors has unveiled electric versions of the Tata Indica passenger car powered by TM4
electric motors and inverters, as well as the Tata Ace commercial vehicle, both of which run on
lithium batteries which launched in 2022.
In 2008 Tata Motors' UK subsidiary, Tata Motors European Technical Centre, bought a 50.3%
holding in electric vehicle technology firm Miljøbil Grenland/Innovasjon of Norway
for US$1.93 million, and planned to launch the electric Indica hatchback in Europe the
following year. In September 2010, Tata Motors presented four CNG–Electric Hybrid low-
floored Starbuses to the Delhi Transport Corporation, to be used during the 2010
Commonwealth Games. These were the first environmentally friendly buses to be used for
public transportation in India.
In December 2019, Tata Motors unveiled the Nexon EV, an SUV with a 30.2KWh lithium-ion
battery and a consistent range of 312 km on a single charge. It is also equipped with fast
charging technology, which can charge the vehicle from 0% - 80% in 60 minutes.
Tata Passenger Electric Mobility is a subsidiary which produces electric cars under the brand
name Tata Motors.
List of Tata electric vehicles:

 Tata Curvv.EV
 Tata Nexon EV
 Tata Tigor EV
 Tata Altroz EV
 Tata Tiago EV
 Tata Ace EV
 Tata Punch EV

Electric Vehicle Concepts

 Tata Avinya
 Tata EVision
 Harrier.ev
 Sierra.ev

Discontinued Models

 Tata Telcoline (1988–2010)

 Tata Sierra (1991–2003)
 Tata Estate (1992–2000)
 Tata Sumo (1994–2019)
 Tata Indica (1998–2015)
 Tata Spacio (2000-2011)
 Tata Indigo (2002–2015)
 Tata Indigo Marina (2006–2009)
 Tata Xenon (2007–2018)
 Tata Sumo Grande (2008–2016)
 Tata Vista (2008–2015)
 Tata Nano (2008–2018)
 Tata Manza (2011–2016)
 Tata Venture (2010–2017)
 Tata Aria (2010–2017)
 Tata Zest (2014–2020)
 Tata Bolt (2014–2019)
 Tata Hexa (2017–2020)
Notable vehicles
Tata Nano

Main article: Tata Nano

Tata Nano is often cited as the world's most affordable car

The Nano was launched in 2009 as a city car intended to appeal as an affordable alternative to
the section of the Indian populace that is primarily the owner of motorcycles and has not bought
their first car. Initially priced at ₹100,000 (US$1,500), the vehicle attracted a lot of attention for
its relatively low price. However, the Nano was very poorly rated for safety and in 2018, Cyrus
Mistry, chairman of the Tata Group, called the Tata Nano a failed project, with production
ending in May 2018.

Tata Ace

Main article: Tata Ace

Tata Super Ace

Tata Ace, India's first indigenously developed sub-one-ton minitruck, was launched in May
2005. The minitruck was a huge success in India with auto analysts claiming that Ace had
changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a
new market segment termed the small commercial vehicle segment. Ace rapidly emerged as the
first choice for transporters and single truck owners for city and rural transport.
By October 2005, LCV sales of Tata Motors had grown by 36.6% to 28,537 units due to the
rising demand for Ace. The Ace was built with a load body produced by Autoline Industries.
By 2005, Autoline was producing 300 load bodies per day for Tata Motors. Ace is still a top
seller for TML with 500,000 units sold by June 2010. In 2011, Tata Motors invested Rs 1000
crore in Dharwad Plant, Karnataka, with the capacity of 90,000 units annually and launched two
models of 0.5-T capacity as Tata Ace Zip, Magic Iris. Ace has also been exported to several
Asian, European, South American, and African countries and all-electric models are sold
through Polaris Industries' Global Electric Motorcars division. In Sri Lanka, it is sold
through Diesel & Motor Engineering (DIMO) PLC under the name of DIMO Batta.
 Tata Prima

Main article: Tata Prima

A Tata Prima 4928.S in Assam, India

Tata Prima is a range of heavy trucks first introduced in 2008 as the company's 'global' truck.
Tata Prima was the winner of the 'Commercial Vehicle of the Year' at the Apollo Commercial
Vehicles Awards, 2010 and 2012.

Tata 407

Main article: Tata 407

A Tata 407 being used as water truck

The Tata 407 is a light commercial vehicle (LCV) that has sold over 500,000 units since its
launch in 1986. In India, this vehicle dominates market share of the LCV category, accounting
for close to 75% of LCV sales. The 407 model range includes trucks, tippers, pick-
ups and vehicles for agri/food products, construction, light mining and services.

Tata Harrier

Main article: Tata Harrier

Tata Harrier
Tata Harrier is a 5-seater SUV that rivals the MG Hector and Jeep Compass. This car uses the
engine from Fiat which is a 2.0 L-4 cylinder turbocharged diesel motor and transmission
from Hyundai which is a 6-speed, available in both manual and automatic. Tata Harrier is
derived from the H5X Concept displayed at the 2018 Auto Expo. It was launched on 23 January
2019.
The car is a C-segment crossover SUV based on the OmegaArc platform, an essentially re-
engineered version of the Jaguar Land Rover D8 platform. A petrol variant of the Harrier is
confirmed to launch in 2022–23.
Tata Harrier is also available in Nepal with the name H5.

Tata Nexon

Main article: Tata Nexon

Tata Nexon
The Tata Nexon is a subcompact crossover SUV produced by Tata Motors since 2017. It is the
first crossover SUV from Tata Motors, and occupies the sub-4 metre crossover SUV segment in
India. The electric version of the Nexon was revealed on 19 December 2019. The Nexon EV
uses components from Tata Motors' electric vehicle technology brand Ziptron. The electric
motor produces 94.7 kW (127 hp; 129 PS) and 245 N⋅m (181 lbf⋅ft) of torque and 0 - 100 under
9.9 seconds. It has a 30.2 kWh battery with an ARAI rated range of up to 312 km.
The battery can be fully charged in under 8 hours using a complimentary AC charger. It can also
be charged using a 15-ampere power cable that can be used at any place with the necessary
power socket. DC 25 kW fast charging can be used to charge the battery from 0 to 80% in 1
hour.
CHAPTER-3

REVIEW
OF
LITERATURE
 DEFINING CUSTOMER

“Customer is defined as anyone who receives that which is produced by the individual
or organization that has value”. A customer is a person who avails the products or
services offered by a firm or a business entity.

DIFFERENT TYPES OF CUSTOMERS

The modern business eras have witnessed numerous types of customers with different
buying habits and with different attitudes. Some of these customers are mentioned
below:

IMPULSIVE CUSTOMERS

These are the people who have no patience. They are chasing in nature and intend to
fulfill their requirements on minimum time. While attending to these types of customers,
the salesman should present only those activities which are required by them and
complete the sales task and affect the sales at the earliest.

TIMID CUSTOMERS

They are shy and nervous in nature. They are hesitant in decision making. The better
way of dealing with these kinds of buyers is to win confidence and enable them to make
decisions.

SNOBBISH CUSTOMERS

These kinds of customers are self-controlled and think themselves to be too flattering.
The appropriate way of dealing with them is that the salesman should satisfy their
variety.

DELIBRATE CUSTOMERS

30
These are the people who are practical in nature. They think about their product before
their product before their purchase.

30
ARGUMENTATIVE CUSTOMERS

These are the people who are interested in making arguments and challenge the each
and every point of the salesman.

PRICE MINDED CUSTOMERS

These are the customers who are interested in the price. In other word they are cost
conscious. The salesman with tactful arguments will have to convince such a customer
that price should be considered in relation to the quality, durability and the performance.

SILENT CALM AND INACTIVE CUSTOMERS

These are the customers who are very silent and calm. It is very difficult for the
salesman to comprehend what is going in the mind of the customer.

PRODUCT & CUSTOMER STRATEGIES

Product-centric Strategies
✔Increase product offering

✔Reduce cost, cycle time

✔Improve quality

Customer-Centric Strategies
✔Acquire customers
✔Increase customer profitability

✔Retain customer

30
 FRAME WORK OF CUSTOMER SATISFACTION

Peppers and Rogers outline a four step frame work for one to one marketing that can be
adapted to CUSTOMER SATISFACTION marketing as follows:

● Identify your prospects and customers: Do not go after everyone. Build,

maintain and mine a rich customer database with information derived from all
the channels and customer touch points.
● Differentiate customers in terms of needs and value of the company: Spend
proportionately more on the effort on the most valuable customers. Apply
Activity Based Costing and calculate lifetime value. Estimate net present value
of all future profits coming from purchases, margin levels, and referrals less
customer specific servicing costs.
● Interact with individual customers to improve your knowledge about their
individual needs and to build stronger relationships: Formulate customized
offerings that are communicated in a personalized way.
● Customize products services and messages to each customer: Facilitate
customer/company interaction through the company contact center and web site.
● Reducing the rate of the customer defection: Selecting and training employees
to be knowledgeable and friendly increases the likelihood that the inevitable
shopping questions from customers will be satisfactorily.
● Enhancing the growth potential of each customer through share of wallet cross-
selling and up selling.
● Making low profit customers more profitable or terminating them: To avoid
the direct need for termination unprofitable customers can be made to buy more
or in larger quantities forgo certain features or services or pay higher amounts or
fees. Banks phone companies and travel agencies are all now charging for once
free services to ensure minimum customer revenue levels.
Focusing disproportionate effort on high value customer: The most customers
can be treated in a special way. Thoughtful gestures such as birthday greetings small
gifts or invitations to special sports or arts events can send a strong signal to the
customer.

33
 BUILDING LOYALTY

We need to distinguish five different levels of investment in customer relationship

building:

BASIC MARKETING

The salesperson simply sells the product

REACTIVE MARKETING

The salesperson sells the product and encourages the customer to call if he or she
has questions comments or complaints.

ACCOUNTABLE MARKETING
The sales person phones the customer to check whether the product is meeting
expectations. The salesperson also asks the customers for any product or service
improvement suggestions and any specific disappointment.

PROACTIVE MARKETING
The sales person contacts the customer from time to time with suggestions about
improved products uses or new products.

PARTNERSHIP MARKETING

The Company works continuously with its large customer‟s to help improve their
performance.

Most companies practice only basic marketing when their markets contain many
customer and their unit profit margins are small. It may set up a customer hot line. In
markets with few customers and high profit margins, most sellers will move
towards

partnership marketing. The level of the relationship marketing

depends on the number of customers and profit margin level.

33
LEVELS OF CUSTOMER SATISFACTION

High Margin Medium Margin Low Margin

Many customers/

Distributors Accountable Reactive Basic or reactive

Medium number of

customers/distributors Proactive Accountable Reactive

Few
customers/distributors
Partnership Proactive Accountable

Companies are also recognizing the importance of the personal component to customer
perception and what happens once customers make an actual contact. As Stanford‟s
business guru Jeffrey said, “The best companies build culture in which front line people
are empowered to do what‟s needed to take care of the customer”

BENEFITS FOR THE ORGANIZATION

Excellent customer service is about being aware of customer needs and reacting to them
effectively. CRM helps the company to understand, anticipate and respond to the
customers‟ needs in a consistent way, right across the organization.
Practicing CRM requires an efficient and integrated internal business system. Many
businesses benefit from the organizational discipline CRM imposes, as well as the
technology itself.

CRM will help the business if company views it as a set of tools that let you to do more
for, and get more from the customers. CRM can:
⮚ Develop better communication channels
⮚ Collect vital data, like customer details and order histories
⮚ Create detailed profiles such as customer preferences
⮚ Deliver instant, company-wide access to customer histories
⮚ Identify new selling opportunities

33
OBJECTIVES OF THE STUDY

1. Achieve customer delight through exceptional sales and service experiences.

2. Enhance customer loyalty and retention.
3. Improve customer satisfaction ratings by 15% annually.
4. Increase repeat business and referrals.
5. Establish Tata Motors as a leader in customer satisfaction in the Indian automotive industry.

SCOPE OF THE STUDY

1. Geographic Scope: India (urban and rural areas)

2. Product Scope: Passenger vehicles (cars, SUVs, and vans)
3. Customer Scope: Individual customers, fleet owners, and corporate customers
4. Time Scope: 2020-2022 (data collection and analysis)
5. Methodology Scope: Mixed-methods approach (surveys, interviews, focus groups)

36
 CHAPTER-4

RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY

This study focuses on the Customer Satisfaction at TATA Motors as a matter of

interest. It was ensured that there was a good mix of respondents- males, females;
users of various designation; and temporary and permanent users. It is the
specification method & procedure for collection the needed information. Research is
the organized and systematic.

Management” I designed methods of very specific nature to ascertain answers that

might be valuable for our analysis and moreover in addition we could study
viewpoints from dual- ranging perspective of the trainees and their respective
supervisors.

After being fully aware of the objective of the study and the research problem, it was
found out that it was a descriptive research.

OBJECTIVES OF THE STUDY

 To study the necessity of CUSTOMER SATISACTION in TATA Motors as well as

suggesting them the ways for successfully implementing.
 To analysis current practices of Customer Satisfaction in TATA Motors.

 To study the customer satisfaction level of TATA Motors

 To find out the factors those influence the customer satisfaction.

 To understand the methods adopted to the customer satisfaction level in TATA Motors.

 To focus on measure element of selection process.

 SCOPE OF THE STUDY

The study was conducted through reports and analysis and interaction with the
respondent. The measurement was filled by different respondent who were the
existing users of TATA Motors from different part of the city. The interaction was
done with the existing customer of TATA Motors.

RESEARCH DESIGN
Research Designs the way in which the research is carried out. It works as a blue
print.

TYPES OF RESEARCH DESIGN

 Exploratory Research Design

 Descriptive & Diagnostic Research Design
 Experimental Research Design

Descriptive Research Design

The present project is descriptive in nature. The major purpose of descriptive
research is the description of the state of affairs, as it exists in present. The main
characteristic of this method is that the researcher has no control over the variables.
He can only report what has happened or what is happening.

Experimental Research Design

There are many different types of “experiments”. Most are quite different from the
common stereotype. All experimental research, however it has several elements in
common.
 SOURCES OF DATA
For conducting the survey, the data was collected from the customers of TATA
Motors.

To make the research complete, it is very important to have the necessary & useful
data. Sometimes data can be available readying one form or the other & sometimes
data has to be collected. A researcher can tap sources to heads: -

 Internal sources

 External sources

a) Internal sources: -

It is the companies own record registered document etc. a researcher can use these
to collect internal information. To get this information about the company, the
company profile, industry profile can be used.

b) External source: -

All the other source of information is external source of data.

DATA COLLECTION
The data can be of two types:

1. Primary Data
2. Secondary Data

1. Primary Data
The Study is based on the primary data collected from the users of TATA Motors through
the assistance of the report. However, the use of some secondary data was taken help of
to gain a better understanding of the Customer Satisfaction process, the attrition and the
reasons why users leave. For this purpose, the web pages and the journals were sought.
There are many methods of collecting primary data and the main methods are as
follows:

40
 Interviews
 Focus group interviews
 Observations
 Case studies
 Diaries
 Critical incidents
 Portfolios

2. Secondary Data
Secondary data are those data which are already collected and stored and which has
been passed through statistical research.
In this project, Secondary data has been collected from following sources: -

 Customer
 Journal & magazines
 Websites

In this project mainly primary data from internal sources is used to make results
authentic. It is collected by personal administration of the questionnaire. Data was
collected from executives of the company, on the Asset and wealth management
Process through questionnaire, analysis of the collected information using relevant
statistical analysis, and interpretation of the results unit are the users of the Banking
Industry.

40
 SAMPLING TECHNIQUES

THE REASON FOR WIDE USE OF SURVEY TECHNIQUE

It could serve both quantitative as well as qualitative information directly from the
respondents.
It was quite flexible in terms of data to be assembled method of collection or timing of
research.
Apart from it was presumed that respondent: -

• Questionnaire
• Reports
• Trending
DATA ANALYSIS
In this study data is analysis by various graphs and tables.

SAMPLING SIZE
In this research, sampling size are 100 customers, who answered the different
questionnaires that helped me in completing my research.

LIMITATIONS OF THE STUDY

The study, though conducted to the best of ability, suffers from certain limitations.
These are:

• The shortage of time was another constrain for the study.

• There may be error due to bias of respondents.
• Lack of customer‟s cooperation was a major constraint.
• Majority of the customer were too aggressive in nature.
• Certain difficulty was face due to changes the methods of valuation of various
aspects of data.

Estimates are based upon only prediction, there is not any research made upon this figure.

42
 CHAPTER- 5

DATA ANALYSIS
AND
INTERPRETATION
 DATA ANALYSIS AND INTERPRETATION

QUESTION NO.1

TABLE SHOWING THE CUSTOMER BASED ON AGE GROUP

AGE GROUP NO. OF CUSTOMER PERCENTAGE

IN YEARS
YOUTH, 18-30 32 32%
MIDDLE AGE, 31-50 26 26%
OLD AGE, 51 AND 20 22%

ABOVE
TOTAL 100 100%

GRAPH NO: 1

GRAPH SHOWING THE CUSTOMERS BASED ON AGE GROUP

35
30
25
20
15
10
5
18-30 years 31-50 years Above 50

INTERPRETATION:

From the table it can be analyzed that 32% of the respondent is from youth, 26% of the
respondent is from middle age, 20% of the respondent is from old age. From the above
analysis it can be inferred that the customer of TATA Motors from, youth, middle age and
old age.
QUESTION NO: 2

TABLE SHOWING THE CUSTOMERS BASED ON OCCUPATION

OCCUPATION NO. OF CUSTOMERS PERCENTAGE

GOVERNMENT 06 06%
PRIVATE 32 32%
OWNBUSINESS 08 8%
STUDENT 40 40%
OTHERS 14 14%
TOTAL 100 100%

GRAPH NO: 2

GRAPH SHOWING THE CUSTOMERS BASED ON OCCUPATION

45%
40%
35%
30%
25%
20% Percentage
15%
10%
5% Frequency
0%
Government Private Own Business Student Others

INTERPRETATION:

From the table it can be analyzed that 6% of the respondent is Government employed, 32%
of the respondent is from private sector, 8% of the respondent are in own business, 40%
of the respondent are students and rest 14% are doing other. From the analysis it can be
inferred that the customers of TATA Motors from one occupation to another.
QUESTION NO: 3

TABLE SHOWING THE COSTOMERS BASED ON DIFFERENT INCOME LEVEL:

INCOME LEVEL NO. OF CUSTOMERS PERCENTAGE

MORE THAN 100000 38 38%

80000-60000 20 20%

400000-30000 32 32%

LESS THAN 30000 10 10%

TOTAL 100 100%

GRAPH NO: 3

GRAPH SHOWING THE CUSTOMERS BASED ON DIFFERENT INCOME LEVEL

38
40
35 32

30
25 20
20
15 10
10
5
0
>100000 80000- 40000- <30000
60000 30000

INTERPRETATION:

From the above table it can be analyzed that 38% of the respondent belong to the income
level More than 100000, 20% of the respondent is between the range of 80000-60000,
32% of the respondent is in range of 40000-30000, 10% of the respondent are earning less
than 30000 . The above graph states that almost all income group are been targeted and
the mainly the income group of More than 100000 have been targeted.
 QUESTION NO: 4

TABLE SHOWING HOW OFTEN THE CUSTOMERS PURCHASE THE PRODUCT

PURCHASE NO. OF CUSTOMERS PERCENTAGE

THREE YEAR ONCE 20 20%

SIX YEAR ONCE 50 50%
YEARLY ONCE 30 30%

TOTAL 100 100%

GRAPH NO: 4

GRAPH SHOWING HOW OFTEN THE CUSTOMERS PURCHASE THE

PRODUCT

PERCENTAGE
60%

50%

40%

30%
PERCENTAGE

20%

10%

0%
Three Six ONCE IN YEARLY

INTERPRETATION:

From the above graph we can state that the customers purchase the product oftenly six year
once rather than three year and yearly once
 QUESTION NO: 5

TABLE SHOWING TYPES OF VEHICLE PURCHASED

PERCEPTION NO OF CUSTOMERS PERCENTAGE

CROSSOVER 40 40%

COMMERCIAL 18 18%
ELECTRIC 18 18%
SPORTS 24 24%
100 100%

GRAPH NO: 5

GRAPH SHOWING THE TYPES OF VEHICLE PURCHASED

vehicle purchase
45
40
35
30
25
20
15
10
5
0
crossover commercial electric sports

INTERPRETATION:

From the above table it can be deduced that vehicles of TATA Motors in more demand
that is 40% and next to that is executive, sports that is 24%. From the above pie diagram it
can be inferred that a significant number of customers purchase a different types of
vehicles commercial or sports.
QUESTION NO: 6

TABLE SHOWING THE RESPONDENT PERCEPTION TOWARDS PRICE OF

THE VEHICLE
PERCEPTION NO. OF CUSTOMERS PERCENTAGE
EXPENSIVE 30 30
REASONABLE 60 60
LOW 10 10

GRAPH NO: 6

GRAPH SHOWING THE RESPONDENTS PERCEPTION TOWARDS THE PRICE

OF THE VEHICLE

NO. OF CUSTOMERS
EXPENSIVE REASONABLE LOW

10%
30%

60%

INTERPRETATION:

From the above table it is deduced that about 60% of the customers perceive that the price
of the product is reasonable, whereas 30% perceive that it is expensive and the remaining
10% perceive that it is low. From the above pie diagram it can be inferred that majority of
customers feel that the price of the products are reasonable.
QUESTION NO: 7

TABLE SHOWING THE RESPONDENTS PERCEPTION TOWARDS QUALITY OF

THE VEHICLE
PERCEPTION NO. OF CUSTOMERS PERCENTAGE

EXCELLENT 12 12%
GOOD 64 64%
AVERAGE 24 24%
TOTAL 100 100%

GRAPH NO: 7
GRAPH SHOWING THE RESPONDENTS PERCEPTION TOWARDS THE
QUALITY OF THE VEHICLE

70 64

60

50

40

30 24

20 12

10

Excellent Good Average

INTERPRETATION:

From the above table it is analyzed that 64% of the customers feel that the quality of the vehicle is
good, 24% feel it is average and 12% feel that it is excellent. From the above it can be inferred that
a significant number of customer say that quality of the vehicle is doing good and some say it is
average in quality, this also signifies the reputation of the company is still good.
QUESTION NO: 8

TABLE SHOWING THE RESPONDENTS PERCEPTION TOWARDS DESIGN OF

THE VEHICLE
PERCEPTION NO. OF CUSTOMERS PERCENTAGE

EXCELLENT 5 5%
GOOD 49 49%
AVERAGE 42 42%
BELOW AVERAGE 4 4%
TOTAL 100 100%

GRAPH NO: 8

GRAPH SHOWING THE RESPONDENTS PERCEPTION TOWARDS THE DESIGN

OF THE VEHICLE

50 49
42
45
40
35
30
25
20
15
10 5 4
5
0
Excellent Good Average Below
Average

INTERPRETATION:

From the above table it can be analyzed that 49% of the customers feel that the design of the
vehicle is good, 42% of the customers feel it average and 5% feel it is excellent. From the above
bar graph it can be inferred that a significant number of customers say that design of the vehicle is
doing good, some say it is average in its design and some feel it is below average.
QUESTION NO: 9

TABLE SHOWING THE RESPONDENTS PERCEPTION TOWARDS

COMFORTABILITY OF VEHICLE
PERCEPTIONS NO. OF CUSTOMERS PERCENTAGE
YES 83 83%
NO 17 17%
TOTAL 100 100%

GRAPH NO: 9

GRAPH SHOWING THE RESPONDENTS PERCEPTION TOWARDS THE

COMFORTABITLITY OF THE VEHICLE

83
90
80
70
60
50
40
30
17
20
10
0
Yes No

INTERPRETATION:

From the above table we can analyze that 83% of the customers are comfortable with
the TATA motors vehicle and remaining 17% feel discomfort. From the above graph it
can be inferred that a significant number of customer are comfortable with the vehicle
and some feel it discomfort.
 QUESTION NO. 10

TABLE SHOWING THE RESPONDENTS PERCEPTION TOWARDS THE

AWARENESS OF THE PRODUCT
PERCEPTION NO. OF CUSTOMERS PERCENTAGE
FRIENDS 16 16%
RELATIVES 14 14%
ADVERTISEMENT 17 17%
POPULARITY 53 53%
TOTAL 100 100%

GRAPH NO.10

GRAPH SHOWING THE RESPONDENTS PERCEPTION TOWARDS THE

AWARENESS OF THE TATA MOTOR VEHICLE

FRIENDS
16%
RELATIVES
POPULARIT 14%
Y

ADVERTISEMEN
T

INTERPRETATION:

From the above table we can analyze that most of the respondents are aware of TATA
through its popularity and brand image. Most of the respondents are aware of the vehicle
through its popularity and remaining through friends, relatives, advertisements etc.
 QUESTION NO 11

TABLE SHOWING THE RESPONDENTS PERCEPTION TOWARDS

AVAILABILITY OF THE TATA MOTOR VEHICLE
NO. OF
PERCENTAGE
ATTRIBUTES RESPONDENTS

EXCELLENT 20 20
VERY GOOD 48 48
GOOD 20 20
AVERAGE 12 12
TOTAL 100 100

GRAPH NO.11

GRAPH SHOWING THE RESPONDENTS PERSEPTION TOWARDS

AVAILABILITY OF THE TATA MOTOR VEHICLE

A
VERAGE

XCELLENT
GOOD

ERY GOOD

INTERPRETATION:

From the above analysis we can observe that out of 100 customers 14 customers
considered it as excellent. 34 customers stated it as Very Good.16 customers as Good and
6 customers as Average in the case of availability. From the above interpretation we can
see that majority of customers considered the availability of the product is Very good.
 QUESTION NO. 12

TABLE SHOWING CATEGORIZATION BASED ON PERIOD OF USING TATA MOTORS

VEHICLE

RESPONDENTS
PERIOD OF SERVICE USING MEMBER OF PERCENTAGE OF
RESPONDENT RESPONDENT

0-1 YEAR 6 6
1-2 YEAR 1 1
2-3 YEARS 9 9
MORE THAN 3 YEARS 4 4

GRAPH NO. 12

GRAPH SHOWING CATEGORIZATION BASED ON PERIOD OF USING BATA

FOOTWEAR PRODUCTS

Chart depicts the years of

TATA MOTORS being used
by
Percentage of 20
Respondent

0
1 year 1-2 year 2-3 year More

INTERPRETATION:

From the above interpretation it is inferred maximum customers are using TATA Motors
vehicle more than 3 years.
QUESTION NO. 13

TABLE SHOWING CONSIDERATION OF PRODUCT FEATURES WITH PRICE AS A

JUDGMENT IN DECIDING THE PRODUCT

S. NO OPINION NO. OF PERCENTAGES

RESPONDENTS
1 YES 74 74%
2 NO 26 26%

GRAPH NO. 13

GRAPH SHOWING CONSIDERATION OF PRODUCT FEATURES WITH PRICE AS A

JUDGMENT IN DECIDING THE PRODUCT

PRODUCT FEATURES
Vs PRICE

26% No

74% Yes

INTERPRETATION:

From the above interpretation it is clear that majority of the respondents compare both
product features and price. From the above analysis it is interpreted that 74 out of 100
respondents compare product features and price. But 26 out of 100 don‟t compare product
features and price.
 CHAPTER-6

CONCLUSIONS
&
SUGGESTIONS
 CONCLUSION

• Concerning all types of business organizations, customer satisfaction is the most

important issue, and considered as most reliable source of input for achieving
excellence in any business organization.

• This study was conducted to measure the customer satisfaction and to examine the
relationship between the customer satisfactions to: Promotion, Service quality,
Customer expectations, Brand, Physical Environment, Price, and Taste of the
product.

• Brand, Service quality, physical environment and promotion are the key
determinant of customer satisfaction in the purchase of TATA motors.

• At the end it could be concluded that, there is a significant positive relationship

between the Promotion, Service quality, Customer expectations, Brand, Physical
Environment, Price, and Taste of the product to customer satisfaction.

• The fashion industry is one of the most polluting industries in the world. Rapidly
producing garments in high volumes additionally generates textile and chemical
waste in equally high volumes.

• Consumers must be educated on the processes required to create their clothing and
how those processes and resulting waste impact environments and people across the
world.

• Ultimately it is up to both the consumer and supplier to help give the industry the
makeover it needs.

53
 SUGGESTIONS

1. Further investigation is needed by both brands to find reasons for less women visiting
the outlets. Making oneself easily accessible, friendly &conducive for women folk can
become a point of differentiation for each of these brands. Because owing to increasing
number of working, independent women in urban societies, they are potential chunk of a
market segment.

2. Adapting to local taste may also attract people in the age group above 35 years.

3. TATA motors need to consolidate upon their brands & position themselves as staff with
some nutrition. This will only ensure their survival in the long run.

4. In order to strengthen their marketing communication both brands need to increase their
presence in print media (newspapers, magazines) and electronic media (T.V, internet,
FM radio).

5. Customer satisfaction is a key element for the planning of the marketing in view of the
fact that satisfaction does sway customer's intention to re-patronage the in TATA
Motors.

6. Therefore, marketers are supposed to, look into the issues that would have an effect on
customer satisfaction intensity. Besides, as customer prospect are altering over time and
it is advised to determine the customer satisfaction and expectation on regular basis and
grip complaints timely and effectively.

54
 CHAPTER-7
ANNEXURE
BIBLIOGRAPHY

QUESTIONNAIRE
 BIBLIOGRAPHY

Books:

➢ Kothari C.R. (1990) Research Methodology: Method and

Techniques; WishwaPrakashan, New Delhi.

➢ Bodie. Z, Kane. A &Mracus. J: Essentials of Investments.

➢ Prof. E Gordon &Dr. K. Natrajan “Banking Theory Law and Practice”.

➢ “Indian Financial System & Commercial Banking” by Khan Masood Ahmed.

➢ “Banking in India” by P.N. Varshney.

MAGAZINES:

➢ Business World

➢ Business Today

➢ The Smart Manager

 QUESTIONNAIRE

Q- 1. Age group:
A) youth [ ] B) Middle age [ ]
C) Old aged [ ]

Q-2. Occupation:

A) Government [ ] B) Private [ ]

C) Own
Business [ ] D) Others [ ]

Q-3. Income Level

A) more than 100000 [ ] B) 80000-60000 []

B) 40000-30000 [ ] D) less than 30000 []

Q-4. How often do you purchase TATA motor?

A) 3 year once [ ] B) 6 year once []

B) yearly once [ ] D) more than a year [ ]

Q-5. How long do you think that TATA motor vehicle is durable?

A) 6 months [ ] B) 1 year [ ]

B) 2years [ ] D) 3 years above [ ]

Q-6. What type of vehicle do you purchase in TATA Motors?

A) crossover [ ] B) Sports [ ]

C) electric [ ] D) commercial [

] Q-7. What do you think about the price of the vehicle?

A) Expensive [ ] B) Reasonable [ ]

B) Lower [ ]

Q-8. How do you feel the quality of the TATA motors vehicle?

A) Excellent [ ] B) Good [ ]

C) Average [ ]
Q-9. How do you think about the design of the TATA Motor vehicle?

A) Excellent [ ] B) Good [ ]

C) Average [ ] D) Below average [ ]

Q-10. Do you think that vehicle is available according to the present trend?

A) Yes [ ] B) No [ ]

Q-11. Are you comfortable with the TATA Motors vehicle?

A) Yes [ ] B) No [ ]

Q-12. Do you prefer any specified colors?

A) Black [ ] B) Grey [ ]

C) Brown [ ] D) White [ ]

E) Others [ ]
Q-13. What inspired you to purchase of TATA Motor vehicle?

A) Friends [ ] B) Relative [ ]

C) Advertisement [ ] D) Popularity [ ]

Q-14. Are you aware that TATA is leading manufacturer and

supplier of vehicle?

A) Yes [ ] B) No [ ]