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

Measurement of Customer Satisfaction level on Tata Indica
Passenger Car (all versions)” 2009

EXECUTIVE SUMMARY:
Today, India has become the hub for automobile conglomerates and the reason behind this are
economic liberalization, increase in per capita income, various tax relief policies, easy
accessibility of finance, launch of new models and exciting discount offers made by dealers all
together have resulted into a stupendous growth of Indian automobile industry. In the earlier
days, it was quite easy for anyone to enter into automobile sector and henceforward lead a
successful business. But today the things have really changed; it‘s easy to enter into this sector
but to strive henceforward is really difficult.

The dealer play a major role in promoting a product; to achieve success in business a dealer has
to plan and strategize each and every step of the way. For this, all the dealers have to do is play
the rule of 4P‘s i.e. Product, Price, Place and Promotion. Every now and then, dealers are coming
up with new and innovative ideas, schemes to gain that something extra i.e. the competitive
advantage over their competitors. To gain that competitive advantage a dealer has to make the
best use of the 4P‘s. Any dealer has to impress the customers by offering different services,
schemes and by creating positive relationship with customers.

My management thesis focuses on one such important factor i.e., measuring customer
satisfaction level on the Tata Indica Passenger car and all its versions and for doing so, I have
conducted my study on “Measurement of Customer Satisfaction level on Tata Indica
Passenger Car (all versions)” at MAPL – Belgaum.

As we proceed through this thesis, we will come across ten chapters and with each chapter we
will gain more and more knowledge of Products offered by Tata Motors and Customer
Satisfaction level on the Tata Indica Passenger car.

I hope you will find my thesis report interesting and informative.

MAM
BABASABPATILFREEPPTMBA.COM Page 1


Introduction:

Manickbag Automobiles Pvt Ltd is the authorized dealer for the Tata Motors. Mr. Dharmappa
Mirji and Mr. Manickchand Shah founded Manickbag in the year 1920. The name Manickbag
was because, when it was started on a land which was donated by Mr. Manickchand P. Zaveri of
Mumbai to Jain Boarding and it was full of bamboo jungle, so it was called as Manickbag.

About the Project:

The area of work undertaken is “A Study on Measuring Customer Satisfaction level on the
Tata Indica Passenger Car (all versions)”.

The project is undertaken to understand the customer‘s requirement and fulfilling their all
requirements in such a way which result in superior value to the customers. The project is a
designed to evaluate the performance of Tata Indica Passenger Car i.e. to find whether these cars
are up to expectation of the customers or not. The main purpose of this project is to measure the
customer satisfaction level on these cars.

INDUSTRY PROFILE:

The automobile industry in India—the tenth largest in the world with an annual production of
approximately 2 million units—is expected to become one of the major global automotive industries in
the coming years. A number of domestic companies produce automobiles in India and the growing
presence of multinational investment, too, has led to an increase in overall growth. Following the
economic reforms of 1991 the Indian automotive industry has demonstrated sustained growth as a result
of increased competitiveness and relaxed restrictions. The monthly sales of passenger cars in India exceed
100,000 units

Automobile Industry in India has witnessed a tremendous growth in recent years and is all set to
carry on the momentum in the foreseeable future. Indian automobile industry has come a long
way since the first car ran on the streets of Bombay in 1898. Today, automobile sector in India is
one of the key sectors of the economy in terms of the employment. Directly and indirectly it

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employs more than 10 million people and if we add the number of people employed in the auto-
component and auto ancillary industry then the number goes even higher.

ORGANIZATION PROFILE OR COMPANY PROFILE:

HISTORY OF MANICKBAG:

NAME OF GROUP : MANICKBAG GROUP

FOUNDER OF THE MANICKBAG : DHARMAPPA MIRJI &

MANICKCHAND SHAH

YEAR OF ESTABLISHEMENT : 1920

Two families, Dharmappa Mirji and Manickchand Shah in the year 1920, founded the
Manickbag Group.

The name manickbag was adopted because it was started on a land, which was donated by one
Mr. Manickchand P. Zaveri of Bombay to Jain Boarding, and it was full of Bamboo jungle and
hence the area was known as Manickbag. This land was taken on long lease and Manickbag
concerns got under way.

Need for the projects

Manickbag Automobiles (P) Ltd – Belgaum popularly known as Manickbag Automobiles is an
authorized dealer of Tata Passenger Cars caters to four districts of North Karnataka region.
Manickbag Automobiles has to continuously evaluate its performance and customer satisfaction
as it faces a stiff competition from other dealers in this region like dealers of Maruti – Suzuki,
Honda, Skoda, Toyota, Ford etc.

In this project a sincere effort has been made to find out the customers perception towards all
versions of Tata Indica car and to evaluate the performance of these cars and measuring

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customer satisfaction level. The information will be collected from the owners/drivers of Tata
Passenger Car in Belgaum region.

Objectives of the Study:

Main Objectives:

 To measure the Customer satisfaction level on these cars.
 To know the Customer perception towards different versions of Tata Indica.
 To evaluate the performance of Tata Indica Passenger Cars.
 To find the awareness level about the different versions of Tata Indica.

To know the factors influencing the buying

RESEARCH METHODOLOGY

Type of Research

The project is based on Descriptive Research and Explorative research.

Type of Data

Both Primary & Secondary data will be collected for the project.

Data Collection Method

1. Primary Data

Questionnaire

Questionnaire will be used as one of the instruments to collect the required data and as a guide to
interview the target audience. The questionnaire is designed to be structured & non disguised
type for the respondents.

Personal interview
Along with the questionnaire, the target audience will be asked questions, to get better
insights about Tata Indica.

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Expert opinion
To get the better insight and to know about some technical problems if any and to know
about the Perception of customer about all versions of Tata Indica, we will be having
discussion with local car mechanics

2. Secondary Data

 Websites, Newspaper & Magazines
 Product brochures
 Company officials
 Mechanics
 Farmers
Survey Method

Initially personal interviews will be conducted with the existing customers/mechanics/company
official to get better insights about passenger car market & Tata Indica, based on this information
a questionnaire will be prepared which will be used to survey the target audience

Population

Owners/drivers/new buyer of passenger vehicle of Belgaum district.

Sampling Unit

Owners/drivers/new buyers of passenger cars.

Sample Size

From the Belgaum region 100 owners/drivers/new buyer of passenger cars.

Will be selected for the study.

Sampling Method

Non – probability, Convenient sampling method will be used for the survey.

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Geographical Area

The survey will be conducted in the geographical area of Belgaum.

FINDING

1. Among respondents surveyed, 40% of the respondents have their income level between 1 lakh
- 2lakhs, 53% have their income between 2.5lakhs-4lakhs & 7% have their income between
4lakhs & above

2. Out of 100 respondent, 6% own Indica DLE Indicab (AC), 15% have DLE (AC), 41% DLS
(AC, PS), 19% have GLE (AC), 8% have GLE (LPG), 8% have GLS (AC, PS) and 3% of the
respondents have GLS(LPG).

3. Out of 100 respondents surveyed, 49% expressed that they searched information for the car &
51%expressed that they have not searched for information.

RECOMMENDATION

1. Majority of the respondents were still unaware about different versions of Tata Indica
passenger. Therefore I suggest the company personals should take initiative to create awareness
about these versions.

2. According to the survey, most of the car buyers took at price of the vehicle. The Tata has
always kept the best, reasonable price for his products and also has been successful in it. The
Tata must set even better price for his products in the feature.

3. Most of the customers expressed concern over frequency of the maintenance & service
problems faced by their vehicle and expressed ‗high satisfaction‘ over it. Therefore, I suggest
them to re look at the vehicle & re-develop in order to stop the frequency of these problems.

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DISCUSSION AND CONCLUSION

1. Majority of the respondents is, 53% have their income level between 2, 50,000-4, 00,000
and most of them have business as their occupation.
2. Majority of the respondents have diesel engine Tata Indica with AC and power steering,
as thing fuel is cheaper than petrol & efficient.
3. Almost 50% of the respondents searched for information before buying the car to select
the best one.

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INDUSTRY PROFILE:

The automobile industry in India—the tenth largest in the world with an annual production of
approximately 2 million units—is expected to become one of the major global automotive
industries in the coming years. A number of domestic companies produce automobiles in India
and the growing presence of multinational investment, too, has led to an increase in overall
growth. Following the economic reforms of 1991 the Indian automotive industry has
demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions.
The monthly sales of passenger cars in India exceed 100,000 units.

way since the first car ran on the streets of Bombay in 1898. Today, automobile sector in India is
one of the key sectors of the economy in terms of the employment. Directly and indirectly it
employs more than 10 million people and if we add the number of people employed in the auto-
component and auto ancillary industry then the number goes even higher.

The automobile industry comprises of heavy vehicles (trucks, buses, tempos, tractors); passenger
cars; and two-wheelers. Heavy vehicles section is dominated by Tata-Telco, Ashok Leyland,
Eicher Motors, Mahindra and Mahindra, and Bajaj. The major car manufacturers in India are
Hindustan Motors, Maruti Udyog, Fiat India Private Ltd., Ford India Ltd., General Motors India
Pvt. Ltd., Honda Siel Cars India Ltd., Hyundai Motors India Ltd., and Skoda India Private Ltd.,
Toyota Motors, Tata Motors etc. The dominant players in the two-wheeler sector are Hero
Honda, Bajaj, TVS, Honda Motorcycle & Scooter India (Pvt.) Ltd., Yamaha etc.

In the initial years after independence Indian automobile industry was plagued by unfavourable
government policies. All it had to offer in the passenger car segment was a 1940s Morris model
called the Ambassador and a 1960s Suzuki-derived model called the Maruti 800. The automobile
sector in India underwent a metamorphosis as a result of the liberalization policies initiated in the
1991. Measures such as relaxation of the foreign exchange and equity regulations, reduction of

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tariffs on imports, and refining the banking policies played a vital role in turning around the
Indian automobile industry. Until the mid 1990s, the Indian auto sector consisted of just a
handful of local companies. However, after the sector opened to foreign direct investment in
1996, global majors moved in. Automobile industry in India also received an unintended boost
from stringent government auto emission regulations over the past few years. This ensured that
vehicles produced in India conformed to the standards of the developed world.

Indian automobile industry has matured in last few years and offers differentiated products for
different segments of the society. It is currently making inroads into the rural middle class
market after its inroads into the urban markets and rural rich. In the recent years Indian
automobile sector has witnessed a slew of investments. India is on every major global
automobile player's radar. Indian automobile industry is also fast becoming an outsourcing hub
for automobile companies worldwide, as indicated by the zooming automobile exports from the
country. Today, Hyundai, Honda, Toyota, GM, Ford and Mitsubishi have set up their
manufacturing bases in India. Due to rapid economic growth and higher disposable income it is
believed that the success story of the Indian automobile industry is not going to end soon.

Some of the major characteristics of Indian automobile sector are:

Second largest two-wheeler market in the world.
Fourth largest commercial vehicle market in the world.
11th largest passenger car market in the world
Expected to become the world's third largest automobile market by 2030, behind only
China and the US.

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Research Report on "Indian Automobile Sector - A Booming Market"

De-licensing in 1991 has put the Indian automobile industry on a new growth track, attracting
foreign auto giants to set up their production facilities in the country to take advantage of various
benefits it offers. This took the Indian automobile production from 5.3 Million Units in 2001-02
to 10.8 Million Units in 2007-08. The other reasons attracting global auto manufacturers to India
are the country‘s large middle class population, growing earning power, strong technological
capability and availability of trained manpower at competitive prices. These are the major
findings of our new report, "Indian Automobile Sector - A Booming Market‖

In 2006-07, the Indian automotive industry provided direct employment to more than 300,000
people, exported auto component worth around US$ 2.87 Billion, and contributed 5% to the
GDP. Due to this large contribution of the industry in the national economy, the Indian
government lifted the requirement of forging joint ventures for foreign companies, which
attracted global to the Indian market to establish their plants, resulting in heightened automobile
production.

The Indian automobile market is currently dominated by two-wheeler segment but in future, the
demand for passenger cars and commercial vehicles will increase with industrial development.
Also, as India has low vehicle presence (with passenger car stock of only around 11 per 1,000
population in 2008), it possesses substantial potential for growth.

Key Research Highlights
- Passenger car production in India is projected to cross three million units in 2014-15.
- Sales of passenger cars during 2008-09 to 2015-16 are expected to grow at a CAGR of around
10%.
- Export of passenger cars is anticipated to rise more than the domestic sales during 2008-09 to
2015-16.
- Motorcycle sales will perform positively in future, exceeding 10 Million units by 2012-13.
- Value of auto component exports is likely to attain a double digit figure in 2012-13.
- Turnover of the Indian auto component industry is forecasted to surpass US$ 50 Billion in
2014-15.

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Source: FPR

Key Issues & Facts Analyzed in the Report

- Study of the Indian automobile industry structure.
- Analysis of performance of industry sub-segments and their future outlook.
- Understanding the Indian auto component market and its growth aspects.
- Evaluation of factors fuelling growth in the Indian automobile market.
- Discussion of the forces countering the market growth.
- Identification of future prospects for the Indian automobile industry.

Research Methodology Used in the Report

Information Sources
The information has been sourced from various authentic and reliable sources like books,
newspapers, trade journals and white papers, industry portals, government agencies, trade
associations, monitoring industry news and developments, and through access to more than 3000
paid databases.

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Competitive industry, with global players
Segment Key Players
Commercial Vehicles Tata Motors, Ashok Leyland, Swaraj Mazda,
Mahindra & Mahindra,
Bajaj Tempo, Eicher Motors
Passenger Vehicles Tata Motors, Maruti Udyog, Honda Motors,
Hyundai Motors, Toyota, Skoda, Mahindra &
Mahindra,
Daimler Chrysler, Hindustan Motors
Two Wheelers Hero Honda, Honda Motors, Bajaj Auto, TVS
Motors,
Yamaha, Kinetic Engineering
Three Wheelers Bajaj Auto, Piaggio India

The Indian automobile industry is highly competitive with a large number of players in each
industry segment. Most of the global majors are present in the passenger vehicle and two wheeler
segments. In the components industry too, global players such as Visteon, Delphi and Bosch are
well established, competing with domestic players.

The presence of global competition has led to an overall increase in capabilities of the Indian
auto sector. Increase in competition has led to a pressure on margins, and players have become
increasingly cost efficient. Quality levels have gone up, and there is an increasing focus on
compliance to TPM, TQM and Six Sigma processes. This has led to an increased confidence
among domestic players, who are now focusing on opportunities abroad. Key players in the
components sector like Bharat Forge and Sundaram Fasteners have become key global suppliers
in their categories.

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Key Domestic & Foreign Players
Profile of Domestic Players
Name of Parent Output Models Plants
the company
company
Tata Largest Capacity - Sierra, Sumo, Pune
commercial vehicle 160,000units pa Safari, Indica,
Motors Ltd (Maharashtra)
player in the Volumes -
Indigo
country and 171,870 units in
one of the largest 2004
in the passenger Operating income-
vehicles segment US$ 3.8 billion in
2005
Mahindra Flagship company Capacity - Armada, Bolero, Mumbai, Nashik
& of the Mahindra 125,000units pa Commander, (Maharashtra)
Mahindra Group;largest Volumes - Marshall, Maxx,
player in the 69,737units in Voyager, Scorpio
Ltd
tractorsegment in 2004
India Operating
Iincome-
US$ 1.47 billion in
2005
Hindustan A C.K Birla group Capacity - 64,000 Lancer, Uttarpara (West
Motors flagship units pa Ambassador, Bengal),
Ltd. and one of the Volumes - 15,782 Contessa, Trekker, Pithampur
oldest auto units RTV, Pushpak, (Madhya
companies in India. Operating income- Pajero Pradesh),
US$ 159.7 million Trivellore
in 2004 (Tamil
Nadu)
LML Lohioa Group --------- Freedom, Graptor Kanpur

Ashok Hinduja group Operating Income Multiaxle vehicles, Ennore, two
- US$ 952.9 tractor, ecomet, plants
Leyland
million in 2005 engines, Viking at Hosur, the
BSI, assembly plants
Viking BS-II, at
Vestibule Bus, 222 Alwar,
CNG bus etc Bhandara,
castings plant at
Hyderabad

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TVS Motor TVS Group Operating Income Mopeds - Excel, Hosur, Mysore
- US$ 641.9 Champ, TVS
million in 2005 50Scooterettes -
ScootyMotorcycles
- Max 100, Victor,
Centra, Fiero
Bajaj Auto Bajaj Group Capacity - Motorcycles - 3 Plants at
2.52million units Boxer, CT 100, Akurdi,
paOperating Discover, Wind, Waluj, Chakan
Iincome - US$ 1.3 Caliber, Pulsar,
billion in 2005 EliminatorScooters
- Spirit, Saffire,
Wave

Profile of Overseas Players
Name of the Parent Output Models Plants
company company
Maruti Suzuki of Japan Capacity - 800, Omni, Alto, Gurgaon
Udyog Ltd holds a 54.2 per 500,000 units pa WagonR, Zen,
(Haryana)
cent stake in the Volumes -472,122 Baleno, Esteem,
company units including Gypsy, Vitara,
exports in 2004 Versa
Operating
iIncome-
US$ 2.4 billion
in 2005
Hyundai Wholly owned Capacity - Santro, Accent, Irrungattukottai
Motors India subsidiary of 150,000 units pa Sonata, Terracan (Tamil Nadu)
Ltd Hyundai Motor Volumes -
Company, S. 171,905 units
Korea
Daimler 100 per cent Capacity - E class, S class, Pune
Chrysler subsidiary of 10,000 units pa C class
(Maharashtra)
India Daimler Chrysler Volumes - 1,640
group units
Fiat Motors Subsidiary of Capacity -50,000 Uno, Siena, Palio, Mumbai
Fiat Auto SpA units pa Palio Adventure (Maharashtra)
Volumes -
10,428 units

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Ford Motors Ford Motor Capacity - Ikon, Mondeo Chengaipattu
Ltd Company, the 100,000 units pa (Tamil Nadu)
world's second Volumes -
largest automaker 45,723 units
General collaboration Capacity - 25,000 Astra, Corsa, Halol (Gujarat)
Motors between General units pa Swing, Forrester,
Ltd Motors Volumes - 17,986 Vectra, Sail,
Corporation and Units Optra,
C.K. Birla Group Chevrolet Optra
of companies
Honda Siel Established in Capacity - 30,000 City, Accord, Noida (UP)
Cars 1995, with Honda units pa CR -V
India (HSCI) Motor Company, Volumes - 20,550
(Japan) and Siel Units
Ltd (India) being
the key promoters.

Joint venture Capacity - 50,000 Qualis, Camry, Bidadi
Toyota
between Kirloskar units pa Corolla (Karnataka)
Kirloskar Group and Toyota Volumes - 42,549
Motor Units
Corp.
Skoda Auto Skoda Auto, Capacity - 10,000 Octavia, Laura Aurangabad
based in Czech units pa (Maharashtra)
India
Republic, is a part Volumes - 3,712
of Volkswagen
units
group
Hero Honda Joint venture Capacity - 2.8 Motorcycles – CD 2 plants at
between Hero million units pa Dawn, CD Deluxe, Daruhera and
Group, the world's Operating Splendour, Gurgaon
largest bicycle income - US$ Passion, Karizma,
manufacturers and 1.66 billion CBZ,
the Honda Motor in 2005 Ambition
Company of Japan
Honda 1 plant Wholly owned Capacity- Scooters - Activa, 1 plant at
at Manesar subsidiary of 200,000 vehicles Dio, Eterno
Manesar
Motorcycle & Honda Motor per annum Motorcycles -
Scooters India Company Ltd., Unicorn
Pvt. Ltd Japan
(HMSI)

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Government Regulations and Support
The Government of India (GoI) has identified the automotive sector as a key focus area for
improving India‘s global competitiveness and achieving high economic growth. The
Government formulated the Auto Policy for India with a vision to establish a globally
competitive industry in India and to double its contribution to the economy by 2010. It intends to
promote Research & Development in automotive industry by strengthening the efforts of
industry in this direction by providing suitable fiscal and financial incentives. Some of the policy
initiatives include:

• Automatic approval for foreign equity investment upto 100 per cent of manufacture of
automobiles and component is permitted.

• The customs duty on inputs and raw materials has been reduced from 20 per cent to 15 per
cent. The peak rate of customs duty on parts and components of battery-operated vehicles have
been reduced from 20 per cent to 10 per cent. These new regulations would strengthen India‘s
commitment to globalisation. Apart from this, custom duty has been reduced from 105 per cent
to 100 per cent on second hand cars and motorcycles.

• National Automotive Fuel Policy has been announced, which envisages a phased programme
for introducing Euro emission and fuel regulations by 2010.

• Tractors of engine capacity more than 1800 cc for semi-trailers will now attract excise duty at
the rate of 16 per cent.

• Excise duty is being reduced on tyres, tubes and flaps from 24 per cent to 16 per cent. Customs
duty on lead is 5 per cent.

• A package of fiscal incentives including benefits of double taxation treaty is now available.

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These government policies reflect the priority government accords to the automobile sector. A
liberalised overall policy regime, with specific incentives, provides a very conducive
environment for investments and exports in the sector.
The outlook for India’s automotive sector appears bright

The outlook for India‘s automotive sector is highly promising. In view of current growth trends
and prospect of continuous economic growth of over 5 per cent, all segments of the auto industry
are likely to see continued growth. Large infrastructure development projects underway in India
combined with favorable government policies will also drive automotive growth in the next few
years. Easy availability of finance and moderate cost of financing facilitated by double income
families will drive sales in the next few years.

India is also emerging as an outsourcing hub for global majors. Companies like GM, Ford,
Toyota and Hyundai are implementing their expansion plans in the current year. While Ford and
Toyota continue to leverage India as a source of components, Hyundai and Suzuki have
identified India as a global source for specific small car models.

At the same time, Indian players are likely to increasingly venture overseas, both for organic
growth as well as acquisitions. The automotive sector in India is poised to become significant,
both in the domestic market as well as globally.

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Passenger Car Market in India
Introduction: India is believed to be the fourth-largest passenger car market in Asia comprising a range
of cars belonging to different price segments and car segments. Starting from a 2-seater car, the Reva to a
7-seater SUV, Volvo XC90, the Indian car industry has huge portfolio of cars. In terms of price segment,
India has a car starting from Rs 1 lakh, the upcoming Nano, to the one like Audi, Mercedes, and Bentley
selling out in crore.

With the moving pace of time, Indian auto industry has gradually come up with various innovations and
advancements. Some of the leading car manufacturers like the Tata Motors, Hyundai Motors, Honda Seil
India, and Maruti Suzuki have also proved their worth in terms of production, designing, and marketing
across the globe. These manufacturers have good number of cars crossing boundaries and winning
appreciations. Many other global auto manufacturers have made their debut to India with their slew of car
launches.The global car manufacturers are investing on Indian market eyeing the growing earning
potential, strong technological capability, availability of cheap and trained human resources. This further
gave a boost to Indian car exports. Low cost of production along with low cost of designing and research
has also contributed to increasing car exports.

According to the industry reports, the fiscal 2001-2002 recorded an increase of 5.3 million units which
increased to 10.8 million units in the fiscal 2007-2008. The financial year 2007-2008 recorded a growth
of 19%. The production of passenger cars in India is expected to grow to over 14 million units in 2014-
2015 and the sales are expected to increase at a rate of 10% per annum.

The manufacturing of passenger cars in Indian car industry has recorded an overall growth of over 8%.
Every year the rate of production is increased because of the advancing technology and increasing
number of establishments in terms of production houses and design centers. Recently, many car
manufacturers like Hyundai, Maruti Suzuki, and Fiat have established their design centers in the country.
Furthermore, most of the car manufacturers are eyeing India as a hub for small car production.
The rising cost competition in the developed car markets coupled with high input cost pressure
contributed to the increasing sales figure of passenger cars in the country. During financial year
2005-06, passenger vehicle sales witnessed a growth of 7.55% over the previous year. The major
players are still in the process of expanding their production capacity and roll out more car
models in response to the needs and aspirations of Indian car consumers.

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HISTORY OF TATA MOTORS

Established in 1945, Tata Motors is India‘s largest automobile company, with revenues of Rs.
24,000 crore (USD 5.5 billion) in 2005-06. the company began manufacturing vehicles in 1954
with 15-year collaboration agreement with Daimler Benz of Germany. It is the leader by far in
commercial vehicles in each segment, and the second largest in the passenger vehicles market
with winning product in the compact, midsize and utility vehicles segment. The company is the
worlds fifth-largest medium and heavy commercial vehicles manufacturer.

The company‘s 22000 employees are guided by the vision be ―best in the manner in which we
operate best in the products we deliver and best in our value system and ethics.‖

Established in 1945, TATA MOTORS presence indeed cuts across the length and breadth of
India. Over 3.5 million Tata vehicles ply on Indian roads, since the first rolled out 1954. the
company‘s manufacturing base is spread across Jamshedpur, pune, and Lucknow , supported by
a nation-wide dealership, sales, services and spare part network comprising about 1200 touch
points.

Tata Motors, the first company from India‘s engineering sector to be listed in the New York
Stock Exchange manufacturing base is spread Jamashedpur, Pune, Lucknow, supported by
nation-wide dealership, sales, services and spare parts network comprising about 1200 touch
points.

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. Hispanics presence is
being expanded in other markets.

These acquisitions will further extend Tata Motors Global 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, Australia South East Asia and South Asia.
It has assembly operations in Malaysia, Kenya, Bangladesh, Spain, Ukraine, Russia and South
Senegal.

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The foundation of the company‘s growth over the last 50 years is a deep understanding of
economic stimuli and customer needs the ability to translate them into customer desired offering
through leading edge R&D. with 1,400 engineers and scientists, the company‘s Engineering
Research centre, established in 1966, has enable pioneering technologies and products. It was
Tata Motors, which developed the first indigenously developed light commercial vehicles,
India‘s first Sports Utility vehicle and in 1998 the Tata Indica, India‘s first fully indigenous
passenger car. Within two years of launch, Tata Indica became India‘s largest selling car in its
segment.

The pace of new product development has quickened. In 2005, Tata motors created a new
segment by launching the Tata Ace, India‘s first indigenously developed mini-truck. The year to
come will see the introduction of several other innovative vehicles, all rooted in emerging
customer needs. R&D is also focusing 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
mailing 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 initiative on human rights, labor and environment standards in compliance
with the principles of the Global Compact. Simultaneously, it also plays an active role of
community development, serving rural communities adjacent to its manufacturing locations.
With the foundation of its rich heritage, Tata Motors today is etching a refulgent a refulgent
future.

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INTRODUCTION OF TATA MOTORS

There is a different between making money for one self and creating wealth for others. This is a
story of a business house that has created wealth for nation. The story of struggle, anxiety,
adventure and achievement the story of our pioneers.

JAMSETJI TATA, the founder of Indian largest and international best known group of
companies, began with a textile mill in central India in the 1870‘s. His powerful vision inspired
the steel and power industries in the countries, set the foundation for technical education, and
philosophy, and helped India leap frog the from the dark ages to the threshold of the 21st century.

Under sir DARABJI TATA‘S stewardship the grand vision of his father Jamsetji was
implemented and many new initiative were launched under his leadership, the sir Darabji Tata‘s
trust (1932), the premier founder of the Tata‘s.

Jemsetji younger son, sir Ratan Tata had a very distinct personality of his own, that reflected his
sensitive understanding if human endeavor and his desire to utilize his considerable wealth to
enhance the quality of public life.

A philanthropist all his life, he created a trust fund for ―The advancement of learning and for the
relief of the human suffering and other works of public utility‖.

The Tata group has always sought to be a value driver origination. These values continue to
direct the group‘s growth and businesses:-

Integrity
Understanding
Excellence
Unity
Responsibility

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Integrity:

We must conduct over business fairly, with honesty and transparency. Everything we do must
stand the test of the public scrutiny.

Understanding:

We must be caring show respect, compassion and humanity for our colleagues customers around
the world and always work for the benefit of India.

Excellence:

We must constantly shrive to achieve the highest possible standards in our day to day work and
in the quality of the goods and services we provide.

Unity:

We must work cohesively with our colleagues across the group and with our customers and
partners around the world, building strong relationships based on tolerance, understanding and
mutual co-operation.

Responsibility:

We must continue to be responsibility, sensitive to the countries, customers and environment in
which we work, always ensuring that what comes from the people go back to the people many
time over.

Tata Motors ltd is India‘s largest automobile company, with revenue of Rs.32,426 crores [USD
7.2billion] in 2006-07. it is the leader by far in commercial vehicles in each segment, and the
second largest in the passenger vehicles market with winning products in the compact, midsize
car and utility vehicle segments. The company is the world‘s fifth largest medium and heavy
commercial vehicle manufacturer, and the world‘s second largest medium and heavy bus
manufacturer.

The company‘s 22,000 employees are guided by the vision to be ―Best in the manner
in which we operate, best in the products we driver, and best in our value system and ethics.‖
Tata motors helps its employees realize their potential through innovative HR practices. The

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company‘s goal is to empower and provide employees with dynamic career paths in congruence
with corporate objectives. Regular in-house and external training ensures all-round potential
development and performance improvement. The company has won several awards recognizing
its training programs.

Business Description:

TATA MOTORS LTD. The group‘s principal actives are to manufacture and market
Heavy, Medium, and Light Commercial vehicles and passenger cars. The group operates in two
segments:

1. Automotives
2. Others

 ―Automotive‖ segment includes the business of automotive products of all types of
commercial and passenger vehicles.
 ―Other‖ segment includes construction equipment, engineering solution, automotive
components and software operation of subsidiaries. The group also manufactures spare
parts for vehicles, marine engines, casting and forging. The manufacturing plants are
located in Jamshedpur, pune, Lucknow and Dharwad.

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ORGANIZATION PROFILE OR COMPANY PROFILE:

HISTORY OF MANICKBAG:

NAME OF GROUP : MANICKBAG GROUP

FOUNDER OF THE MANICKBAG : DHARMAPPA MIRJI &

MANICKCHAND SHAH

YEAR OF ESTABLISHEMENT : 1920

Two families, Dharmappa Mirji and Manickchand Shah in the year 1920, founded the
Manickbag Group.

The name manickbag was adopted because it was started on a land, which was donated by one
Mr. Manickchand P. Zaveri of Bombay to Jain Boarding, and it was full of Bamboo jungle and
hence the area was known as Manickbag. This land was taken on long lease and Manickbag
concerns got under way.

First Manickbag Rice Mill was started then it was diversified to manickbag Soap Factory. Due to
some policy matter it was closed and Groundnut oil mill started. This group believes in honesty
and quality so they were successful in producing the product, which was accepted abroad also
Manickbag Oil mills exported the groundnut oil.

In the year two young family members turned their focus to the business. Manickag owned a few
petrol-fueled trucks, so to maintain these trucks small workshop was started as Manickbag
Engineers. Soon engines came in market. Taking advantage of this opportunity Manickbag
Engineers converting petrol trucks into diesel by changing the engine assembly.

Simpson was the leading manufacture of diesel engine then and they offered the dealership for
their engines to Manickbag in the year 1951. The MICO dealership was acquired in 1956. At
same time Ashok Leyland Sub dealership under Sundaram motors was taken in 1956 in the name
of manickbag Automobiles. Then for rebuilding a full-fledged Machine shop was started. In the
year 1956 separated firm as Manickbag Diesel started exclusive for Micro product and

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Manickbag Garage Industries for Machine shop and Leyland Service for repairs and service of
Leyland vehicles.

In the year 1974 a branch of manickbag Diesel for MICO was opened in Bijapur.

In the year 1984 Manickbag Automobiles opened a branch for Ashok Leyland at Hubli. In the
year 1980 (24/09/1980)Sundram Clyaton TVS Moped dealership was taken. The TVS Motor Co
ltd (Ind-Suzuki) motorcycle dealership was started on 28-05-1984 in Manickbag Engineers.
Further branches were opened at Bijapur Ankola. In 1991 Manickbag Automobiles shifted from
Ashok Leyland to TATA MOTORS.

PRESENT BUSINESS LINES:

Hindustan Petroleum - Since 1950

Simpson - Since 1951

MICO - Since 1956

Kirloskar Bearings - Since 1975

TVS Motor Co. - Since 1980

Sesa Goa Pig iron Coke and coal - Since 1990

Tata motors - Since 1992

Tata Motors - Since 1995

(started separate passenger division)

BRANCHES:

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Head office  Belgaum

1997 state of Art Dealership facility started at Belgaum

1. Hubli
2. Bijapur
3. Ankola
4. Gulbar
5. Gokak

Service set up:

1. Bagalkot
2. Bidar
3. Chikkodi

Achievements :

Best Dealership Award from TATA Motors (TELCO)
Best Dealership Award from MILCO
Best Dealership Award from TVS Motor Co.

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The sister concern are as follows

 MANICKBAG AUTOMOBILES

 MANICKBAG ENGINEERS

 MANICKBAG SERVICES

 MANICKBAG OIL MILLS

“This is our planet and creating a sustainable future is a passionate mission”

Manickbag is exclusive showroom for TATA Motors situated at Udyambag khanapur road
Belgaum, which is covering 6 districts namely Bagalkot, Bijapur, Dharwad, Gadag, Belgaum
and Haveri.

It is having small showroom at Ankola and Bijapur to cover those areas, which are working
under the guidance of Manickbag the main branch. It uses promotional activities such as
periodical advertisement, Offers Insurance, Road Shows, Demonstration.

Sales executives are playing important role in attaining the enquires of their customers, the
present enquiry a purchasing ratio of customer is 3:1.

Since Manickbag is the only big showroom the promotional activities conducted are not reaching
effectively to customers of other district, it show that most of their sales are in and around
Dharwad district simultaneously it is loosing customers in other districts.

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“MARKETING”

Markting deals with customer. It is the delivery of customer satisfaction at a profit.

Customer is a king in business and Manickbag follows this trend and know how to attract
customer and keep them satisfied. This is the art which is necessary in every service industry.

It is social and managerial process by which individuals and groups obtain what they need and
want through creating and exchanging products value with others.

Manickbag has adopted various methods of marketing such as:

1. Contacts

2. Counter

3. Advertisement

4. Casual visit

5. After sales service

6. Banks

1. Contacts: Manickbag contact the known people and tell them about their product range.

2. Counter: This is where people come and visit manickbag for enquiry.

3. Advertisement: They give ads in newspaper regarding any scheme or launch of new vehicle.

4. Casual visit: Sometimes sales executives visit the house of the customer and ask them about
the vehicle purchased by them. This creates a good relationship between the executives and the
company and in turn with the customer.

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5. After sales service: This is best way as they can provide better service to the customer.

6. Banks: Banks are one of the means of attracting people Manickbag provides in house finance
facilities i.e. (TATA Motor finance) and in house insurance.

ORGANIZATIONAL STRUCTURE

The structure of the company refers to the authorities and responsibilities of the employees.

DIRECTORS

MANAGING DIRECTOR

SALES DEPARTMENT SPARES DEPARTMENT SERVICE ACCOUNTS
DEPARTMENT DEPARTMENT

MANAGER MANAGER MANAGER MANAGER

SALES CO-ORDINATOR STORE KEEPER SERVICE STAFF ACCOUNTS STAFF

SALES EXECUTIVE SUPERVISOR SERVICE ADVISOR SUPERVISOR

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PRODUCTS

Tata moters Manickbag automobile pvt ltd is purely passenger vehicles dealer company.

INDICA, INDICA V2, VICTA DL TURBO, SUMO, SPACIO GOLD PLUS, INDIGO
MARINA these all are the products sale by the Manickbag Automobiles.

―PRODUCT PROFILE‖

INDICA PROFILE:-

INDICA-

Till about 2 years ago, India was no different from other less developed contries in one
crucial respect, it has not designed and produced a car indigenously. India‘s case was ever
curiouser, the country had sent missiles into space but had not been able to produce a car
indigenously. This situation changed with the launch Tata indica in December 1998.

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This basic concept of the car was set the out in 1995. the car should, it was decided, be designed
around the specific needs of the Indian car owner.

The inside space of Indica car is same as of ambassador car which is consider to offer the
optimum space for the typical Indian family.

 The external dimensions of indica car are equivalent to Maruti Zen.

 Almost 90* wide opening doors made easy entry and exit for the passengers; this meant 4
independent suspensions and raised back seat.

 Indica car is the world-class standards of safety.

 The indica car is economic.

 The price of indica car is approximating of Maruti 800.

 Contemporary design.

Tata company‘s designers at its Engineering Research Centre (ERC) created some renderings of
the car which were refined and finalized in association with the famous Milan, based design
house I.D.E.A.

 Total number of engineers who worked on Indica project –200.

 Number of diesel specially manufactured for indica –740.

 Time taken from conception to completion –31 months.

 Number of components specially developed for indica –3885.

 Cost of project – Rs. 1700 crore

 Number of production fixtures created for indica –4010

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COLOURS OF INDICA CARS

 STONE BLUE

 SAFFRE GOLD

 PEARL SILVER

 EMERALD GREEN

 MINT WHITE

 MICA BLACK

 INDIANA RED

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INDICA V2

Tata engineering today announced the launch of Indica V2, the next stage of condition of
diesel indica. The indica v2 is engineered to deliver high standards of drive comforts, handling
and performance and safety, as also to meet growing customer expectation in the market.

Due to some problem in indica, these problems were overcome and brought together the
improvements and refinements that have gone on indica since its launch. Besides, the indica v2
as features and performances characteristics deserves of a car in this segment for tomorrows
market. The v2 is the next generation indica that builds on the confidence of over 90000
customers that exist today in less than 2 years of its launch.

Most of the changes appear under the skin in the suspension system, engine and gearbox
technology while the most visible are the wider types that the car now sports far enhanced drive
comforts and safety.

Tata engineering announced the launch of 2 new power steering versions of the indica DLS
in diesel indica v2 range.

The new power steering models are positioned attractively above the air conditioned
models and come with body colored bumpers and 4 spoke soft feel power steering wheel with
dropping flow features in it. This indica v2 has a side impact beams with all 4 wheel arcs
followed with side rubbing rails. The warranty has been extended from 18 months to 36 months.

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Indica’s Competitors:

Indica through the best car around has to face a lot of competition from Maruti, Hyndai,
etc. and the new cars that have entred into the market.

Colors of Indica V2:

 Mint white

 Artic silver

 Pastel green

 Odyssey blue

 Salsa red

 Carbon black

 Satin glow

 Cavern grey

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INDICA‘S PRODUCTS

 PETROL VARIANTS

 INDICA XETA GL {EURO III}

 INDICA XETA GLE {EURO III}

 INDICA XETA GLS{EURO III}

 INDICA XETA GLG{EURO III}

 INDICA XETA GLX{EURO III}

 DIESEL N.A. VARIANTS

 INDICA N.A.DLS {EURO II}

 INDICA N.A.DLS {EURO III}

 DIESEL TURBO VARIANTS

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 INDICA TURBO DLS {EURO III}

 INDICA TURBO DLG {EURO III}

 INDICA TURBO DLX {EURO III}

 DIESEL TAXI VARIANTS

 INDICAB TAXI DL {EUROII}

 INDICAB TAXI DLE {EUROII}

 INDICAB TAXI DL {EUROIII}

 INDICAB TAXI DLE {EUROIII}

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OTHER VARIANTS PRODUCTS

 SPACIO GOLD PLUS

[3-lit turbo engine, 15 kmpl mileage, Good NVH, power steering, 4.9 mtr turning circle radius,
underbody spare wheel,]

 VICTA DL TURBO SUMO

[15 kmpl mileage, Dl turbo tech., 70 PS power, Turning Circle Radius of small car, HVAC,
Keyless entry, CD/MP3 Player]

 INDICA V2 DICOR

[ 15 kmpl, techo mtr, digital clock, power steering, low fuel & high engine Temp warning lamps,
70 PS @4000rmp]

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INDIGO MARINA

[15 kmpl, techo mtr HVAC, Keyless entry, CD/MP3 Player 70 PS @4000rmp & 140 Nm @
1800-3000rmp]

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RESEARCH STUDY

Introduction to the Project:

way and is one of the key sectors of the economy in terms of the employment.

In the recent years many foreign automobile companies have stepped into the Indian market,
making it more intensive and competitive.

The automobile companies are coming up with new innovative models with different features,
colour, and look whereas the dealers in collaboration with these companies are coming up with
different service and maintenance schemes in order to attract the customers.

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 multi utility vehicle. After the
launch of three more vehicles, Tata Estate (1992, a stationwagon design based on the earlier
'TataMobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998,
India's first sports utility vehicle). Tata launched the Indica in 1998, the first fully indigenous
passenger car of India. Though the car was initially panned by auto-analysts, the car's excellent
fuel economy, powerful engine and aggressive marketing strategy made it one of the best selling
cars in the history of the Indian automobile industry.

In my Summer Inplant Project duration, I am going to conduct a research study on “Customer
Satisfaction on the Tata Indica Passenger Car (all versions)”.

Need for the projects

Manickbag Automobiles (P) Ltd – Belgaum popularly known as Manickbag Automobiles is an
authorized dealer of Tata Passenger Cars caters to four districts of North Karnataka region.
Manickbag Automobiles has to continuously evaluate its performance and customer satisfaction
as it faces a stiff competition from other dealers in this region like dealers of Maruti – Suzuki,
Honda, Skoda, Toyota, Ford etc.

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In this project a sincere effort has been made to find out the customers perception towards all
versions of Tata Indica car and to evaluate the performance of these cars and measuring
customer satisfaction level. The information will be collected from the owners/drivers of Tata
Passenger Car in Belgaum region.

Project Details

Topic of the Study

A Study on “CUSTOMER SATISFACTION ON THE TATA INDICA PASSENGER CAR
(ALL VERSIONS)” in Belgaum city.

Objectives of the Study:

Main Objectives:

 To measure the Customer satisfaction level on these cars.
 To know the Customer perception towards different versions of Tata Indica.
 To evaluate the performance of Tata Indica Passenger Cars.
 To find the awareness level about the different versions of Tata Indica.
 To know the factors influencing the buying behavior of customers.

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RESEARCH METHODOLOGY

Type of Research

The project is based on Descriptive Research and Explorative research.

Type of Data

Both Primary & Secondary data will be collected for the project.

Data Collection Method

1. Primary Data

Questionnaire

Questionnaire will be used as one of the instruments to collect the required data and as a guide to
interview the target audience. The questionnaire is designed to be structured & non disguised
type for the respondents.

Personal interview
Along with the questionnaire, the target audience will be asked questions, to get better
insights about Tata Indica.

Expert opinion
To get the better insight and to know about some technical problems if any and to know
about the Perception of customer about all versions of Tata Indica, we will be having
discussion with local car mechanics

2. Secondary Data

 Websites, Newspaper & Magazines
 Product brochures
 Company officials
 Mechanics
 Farmers

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Survey Method

Initially personal interviews will be conducted with the existing customers/mechanics/company
official to get better insights about passenger car market & Tata Indica, based on this information
a questionnaire will be prepared which will be used to survey the target audience

Population

Owners/drivers/new buyer of passenger vehicle of Belgaum district.

Sampling Unit

Owners/drivers/new buyers of passenger cars.

Sample Size

From the Belgaum region 100 owners/drivers/new buyer of passenger cars.

Will be selected for the study.

Sampling Method

Non – probability, Convenient sampling method will be used for the survey.

Geographical Area

The survey will be conducted in the geographical area of Belgaum.

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DATA ANALYSIS AND INTERPRETATION

Frequency Table1: Annual Income of the respondent

Annual incom e of the res ponde nt

Cumulativ e
Frequenc y Percent V alid Percent Percent
V alid 100000-250000 38 38.0 39.6 39.6
250000-400000 51 51.0 53.1 92.7
400000 & abov e 7 7.0 7.3 100.0
Total 96 96.0 100.0
Mis sing System 4 4.0
Total 100 100.0

Graph1: Annual Income of the respondent

60

53
50

40
40
Percent

30

20

10

7
0
100000-250000 250000-400000 400000 & above

Annual income of the respondent

Interpretation :
Among respondents surveyed, 40% of the respondents have their income level between 1 lakh-
2lakhs, 53% have their income between 2.5lakhs-4lakhs & 7% have their income between 4lakhs
& above.

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Frequency Table2: Variant of Tata Indica Passenger car

At pre se nt w hich var iant of Tata Indica pas s enge r car do you ow n?

Cumulativ e
Frequenc y Percent Valid Percent Percent
Valid DLE Indicab (AC) 6 6.0 6.0 6.0
DLE(AC) 15 15.0 15.0 21.0
DLS (AC,PS) 41 41.0 41.0 62.0
GLE (AC) 19 19.0 19.0 81.0
GLE (LPG) 8 8.0 8.0 89.0
GLS (AC,PS) 8 8.0 8.0 97.0
GLS (LPG) 3 3.0 3.0 100.0
Total 100 100.0 100.0

Graph 2: Variant of Tata Indica Passenger car

50

40 41

30
Percent

20
19
15
10
8 8
6
0 3
DLE Indicab (AC) DLS (AC,PS) GLE (LPG) GLS (LPG)
DLE(AC) GLE (AC) GLS (AC,PS)

At present which v ariant of Tata Indica passenger car do y ou own?

Interpretation:
Out of 100 respondent, 6% own Indica DLE indicab (AC), 15% have DLE (AC), 41% DLS (AC,
PS), 19% have GLE (AC), 8% have GLE (LPG), 8% have GLS (AC, PS) and 3% of the
respondents have GLS(LPG).

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Frequency Table 3: Searching Information before buying car

Did you se ar ch inform ation for buying the car?

Cumulativ e
Valid YES 49 49.0 49.0 49.0
NO 51 51.0 51.0 100.0
Total 100 100.0 100.0

Graph 3: Searching Information before buying car

60

50 51
49

40
Percent

30

20

10

0
YES NO

Did y ou search inf ormation f or buy ing the car?

Interpretation:
Out of 100 respondents surveyed, 49% expressed that they searched information for the car &
51%expressed that they have not searched for information.

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Frequency Table 4: Comparison with other car brands
Did you com par e w ith othe r car brands that you w e re aw are off?

Cumulativ e
Valid YES 44 44.0 44.0 44.0
NO 56 56.0 56.0 100.0
Total 100 100.0 100.0

Graph 4: Comparison with other car brands

60

56
50

44
40
Percent

30

20

10

0
YES NO

Did y ou compare with other car brands that y ou were aware of f ?

Interpretation:
Among the respondents surveyed , 44% expressed that they compared the car with the other
Brands they were aware off.

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Frequency Table 5: Age of the Car
Fr om how m any year s you are using your e xis ting car?

Cumulativ e
Valid Less than 2years 24 24.0 24.0 24.0
2 - 4 years 59 59.0 59.0 83.0
4 - 6 years 10 10.0 10.0 93.0
More than 6 years 7 7.0 7.0 100.0
Total 100 100.0 100.0

Graph 5: Age of the Car
70

60
59

50

40
Percent

30

24
20

10
10
7
0
Less than 2years 2 - 4 years 4 - 6 years More than 6 years

From how many y ears y ou are using y our existing car?

Interpretation:
Among the respondents surveyed, 24% of the respondents expressed that they have vehicle of
age less than 2 years, 59% of the vehicle are between 2-4years, 10% between 4-6 years & 7% of
vehicle have age more than 6 years.

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Frequency Table 6: Source of Awareness
How did you com e to k now about the exis ting car?

Cumulativ e
Valid Company personal 19 19.0 19.0 19.0
Friends 19 19.0 19.0 38.0
Media 38 38.0 38.0 76.0
Self 24 24.0 24.0 100.0
Total 100 100.0 100.0

Graph 6: Source of Awareness
40

38

30
Percent

24
20
19 19

10

0
Company personal Fri ends Media Self

How did y ou come to know about the existing car?

Interpretation:
Out of the 100 respondents, 19% came to know about their vehicle through company personal,
19% from friends, 38% from media & 24% of them knew themselves.

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Frequency Table 7: Factors Influenced to buy Car
What influe nce d you to buy your e xis ting car?

Cumulativ e
V alid Necess ity 11 11.0 11.0 11.0
Status 16 16.0 16.0 27.0
Family 21 21.0 21.0 48.0
Friends 40 40.0 40.0 88.0
A dv ertisements 2 2.0 2.0 90.0
Others 10 10.0 10.0 100.0
Total 100 100.0 100.0

Graph 7: Factors Influenced to buy Car

50

40
40

30
Percent

20 21

16

10 11
10

0
Necessity Family Advertis ements
Status Fri ends Others

What inf luenced y ou to buy y our existing car?

Interpretation:
Among the respondents surveyed, 40% of them were influenced by friends, 21% by family, 16%
were influenced by status and 11% of respondents expressed that they had necessity to buy the
vehicle.

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Frequency Table 8: Ranking features of car which influenced to buy
Rank the follow ing fe atures of your car w hich influence d you to buy that par ticular car?

Cumulativ e
Valid Price 25 25.0 25.0 25.0
Mileage 46 46.0 46.0 71.0
Design & Tec hnology 7 7.0 7.0 78.0
Brand 10 10.0 10.0 88.0
Resale v alue 3 3.0 3.0 91.0
Comf ort 5 5.0 5.0 96.0
Utility 4 4.0 4.0 100.0
Total 100 100.0 100.0

Graph 8: Ranking features of car which influenced to buy

50

46

40

30
Percent

25
20

10
10
7
5
3 4
0
Price Design & T echnology Resale value Utility
Mileage Brand Comfort

Rank the f ollowing f eatures of y our car which inf luenced y ou to buy that

Interpretation:
Among the respondents surveyed 46% ranked mileage as a feature which influenced them lot to
by that car, 25% ranked price and 10% of the respondents ranked the brand equity of Tata.

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Frequency Table 9: Level of Importance - Comfortness
Level of im por tance - Com for tne ss

Cumulativ e
Valid mos t important 87 87.0 87.0 87.0
Impotantant 12 12.0 12.0 99.0
Neutral 1 1.0 1.0 100.0
Total 100 100.0 100.0

Graph 9: Level of Importance - Comfortness

100

87
80

60
Percent

40

20

12
0
most important Impotantant Neutral

Lev el of importance - Comf ortness

Interpretation e:
Among the respondents surveyed 87% expressed that the level of comfortness is most important
while buying a car.

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Frequency Table 10: Level of Importance - Price
Level of im por tance - Pr ice

Cumulativ e
Valid mos t important 83 83.0 83.0 83.0
Impotantant 13 13.0 13.0 96.0
Neutral 4 4.0 4.0 100.0
Total 100 100.0 100.0

Graph 10: Level of Importance - Price

100

80 83

60
Percent

40

20

13

0
most important Impotantant Neutral

Lev el of importance - Price

Interpretation:
Among the respondent surveyed, 83% expressed that the price is a most important attribute
while buying a car.

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Frequency Table 11: Level of Importance - Power
Level of im portance - Pow e r

Cumulativ e
V alid mos t important 73 73.0 73.0 73.0
Impotantant 12 12.0 12.0 85.0
Neutral 12 12.0 12.0 97.0
Leas t importanc e 2 2.0 2.0 99.0
V ery leas t importance 1 1.0 1.0 100.0
Total 100 100.0 100.0

Graph 11: Level of Importance - Power

80

73

60
Percent

40

20

12 12

0
most important Neutral Very least importanc
Impotantant Least importance

Lev el of importance - Power

Interpretation:
Among the respondents surveyed, majority of the respondents is, 73% expressed that the ‗power
of vehicle‘ is a ‗most important‘ attribute while buying a car.

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Frequency Table 12: Level of Importance - Fuel Consumption
Level of im portance - Fuel cons um ption

Cumulativ e
Impotantant 3 3.0 3.0 76.0
Neutral 10 10.0 10.0 86.0
Total 100 100.0 100.0

Graph 12: Level of Importance - Fuel Consumption

80

73

60
Percent

40

20

12
10
0

Lev el of importance - Fuel consumption

Interpretation:
Among the respondents surveyed, majority of the respondent is, 73% expressed that the ‗fuel
efficiency‘ of a vehicle is also a ‗most important‘ attribute while buying a car.

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Frequency Table 13: Level of Importance - Safety
Level of im portance - Safe ty

Cumulativ e
Neutral 4 4.0 4.0 79.0
Total 100 100.0 100.0

Graph 13: Level of Importance - Safety

80

74

60
Percent

40

20

12
9
0 4

Lev el of importance - Saf ety

Interpretation:
Out of 100 respondents, 74% expressed safety as a ‗most important‘ a attribute while buying a
car, 12% least importance and 9% expressed it a very least important.

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Frequency Table 14: Level of Importance - Resale value
Level of im portance - Re sale value

Cumulativ e
Neutral 1 1.0 1.0 75.0
Total 100 100.0 100.0

Graph 14: Level of Importance - Resale value

80

73

60
Percent

40

20

15
10
0

Lev el of importance - Resale v alue

Inference:
Out of respondents, 73% expressed resale value as a ‗most important‘ attribute while buying a
car, 15% expressed it as ‗least important‘ & 10% ‗very least important‘

MAM


Frequency Table 15: Awareness of all versions of Tata Passenger Car
Are you aw are of all ve rs ions of Tata Indica Pas se nge r car?

Cumulativ e
Valid YES 29 29.0 29.0 29.0
NO 71 71.0 71.0 100.0
Total 100 100.0 100.0

Graph 15: Awareness of all versions of Tata Passenger Car

80

71

60
Percent

40

29

20

0
YES NO

Are y ou aware of all v ersions of Tata Indica Passenger car?

Interpretation:
Among the respondents surveyed 71% of the respondents expressed that they were not aware of
all versions of tata indica passage car.

MAM

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

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

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