A PROJECT REPORT ON CUSTOMER SATISFACTION ON AFTER SALES AND SERVICES AT AUTOFIN LTD, Hyderabad In partial fulfillment of the requirements of the award of Master’s Degree In BUSINESS MANAGEMENT (M.B.A)
2010-2012
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DECLARATION P.KISHORE here by declare that this project report titled CUSTOMER SATISFACTION AFTER SALES AND SERVICES at TATA MOTORS AUTOFINANCE PVT.LTD. Submitted by me to the department of Masters of Business Administration, KARUNA P.G. College for BUSINESS MANAGEMENT, Osmania University is a bonafide work undertaken by me and it is not submitted to any other university or Institution for the award of any degree diploma /certificate or published any time before.
Date : Place:
(signature)
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ACKNOWLEDGEMENT
The perfect way to document this project would be to start with acknowledging all those people who directly or indirectly encouraged, supported me with their value added inputs without them this project would not have been this better. To start with I would like to thank Mr. SATHISH KUMAR of TATA MOTORS AUTOFINANCE PVT.LTD at Paradise for giving me an opportunity to do my project work. I would like to give special acknowledgement to MR.O.S.REDDY, Director of KARUNA P.G. College for BUSINESS MANAGEMENT for his consistent support and motivation. My sincere thanks to my faculty Mr.E. S. RANGANADH sir, Associate professor in marketing, for his technical expertise, advice and excellent guidance. He not only gave my project scrupulous reading, but added many examples and ideas to improve it. I would like to express my appreciation towards my friends for their encouragement and support throughout this project. Finally I would like to owe my sincere appreciation to all the Employees of the organization who provided a friendly environment and supported through out my project.
P.KISHORE
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ABSTRACT The project work titled “customer satisfaction after sale service” is a detailed study on the various methods that are applied to have better customer satisfaction in order to attain brand loyalty. The study is about after sales service provided to the customers of Tata motors at auto fin ltd. After sales service is important to attain the satisfaction of the customers. The main purpose of after sales service is to provide customers the services they require. After sales service helps the companies to retain the existing customers and attract the new customers. The study is to know and understand the after sales service provided by the Tata motors at auto fin ltd. For the collection of primary data the survey method is used, which involved predetermined questionnaire, Secondary data is obtained from the records, journals, annual reports and company website.
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TABLE OF CONTENTS
CHPTER-1
PAGE NO
INTRODUCTION
5 --13
OBJECTIVES RESEARCH METHODOLOGY SOURCES OF DATA
CHPTER-2 14- 22 REVIEW OF LITERATURE
CHPTER-3 23 - 50 COMPANY PROFILE
CHPTER-4
51 - 66
DATA ANALYSIS AND INTERPRETATION
CHPTER-5 67 –70 FINDINGS SUGGESTIONS AND CONCLUSION
CHAPTER-6
71 -77
QUESTIONNAIRE BIBLIOGRAPHY
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CHAPTER-I INTRODUCTION
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INTRODUCTION Automobile Industry: Industry that produces automobiles and other gasoline-powered vehicles, such as buses, trucks, and motorcycles. The automobile industry is one of the most important industries in the world, affecting not only the economy but also the cultures of the world. It provides jobs for millions of people, generates billions of dollars in worldwide revenues, and provides the basis for a multitude of related service and support industries. Automobiles revolutionized transportation in the 20th century, changing forever the way people live, travel, and do business. The automobile has enabled people to travel and transport goods farther and faster, and has opened wider market areas for business and commerce. The auto industry has also reduced the overall cost of transportation by using methods such as mass production (making several products at once, rather than one at a time), mass marketing (selling products nationally rather than locally), and globalization of production (assembling products with parts made worldwide). From 1886 to 1898, about 300 automobiles were built, but there was no real established industry. A century later, with automakers and auto buyers expanding globally, auto making became the world's largest manufacturing activity, with nearly 58 million new vehicles built each year worldwide. Because of easier and faster transportation, the United States and world economies have become dependent on the mobility that automobiles, trucks, and buses provide. This mobility allowed remote populations to interact with one another, which increased commerce. The transportation of goods to consumers and consumers to goods has become an industry in itself. The automobile has also brought related problems, such as air pollution, the emission of greenhouse gases that contribute to global warming, congested traffic, and highway fatalities. Nevertheless, the automobile industry continues to be an important source of employment and transportation for millions of people worldwide.
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Automobile India The history of the automobile industry in India actually began about 4,000 years ago when the first wheel was used for transportation. In the early 15th century, the Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By the 1600s, small steam-powered engine models were developed, but it was another century before a full-sized engine-powered automobile was created. The dream a carriage that moved on its own was realized only in the 18th century when the first car rolled on the streets. Steam, petroleum gas, electricity and petrol started to be used in these cars. The automobile, as it progressed, was a product of many hands, of revolutionary concepts, and of simple, almost unnoticed upgrading. India's transport network is developing at a fast pace and the automobile industry is growing too. The automobile industry also provides employment to a large section of the population. Thus the role of automobile industry cannot be overlooked in Indian Economy. All kinds of vehicles are produced by the automobile industry. It includes the manufacture of trucks, buses, passenger cars, defense vehicles, two-wheelers, etc. The industry can be broadly divided into the car manufacturing, two-wheeler manufacturing and heavy vehicle-manufacturing units. The major car manufacturers in India are Tata Motors, 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., Skoda India Private Ltd., Toyota Kirloskar Motor Ltd., to name just a few.
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Objectives of the study
To know the factors influencing on after sales service of the TATA Motors in AUTOFIN LIMITED
To know whether the dealer renders after sales service, how fat the consumer is satisfied with it.
To know the customer perception towards the service.
To know the dealer performance.
To know whether the problem is resolving completely at service station.
To know whether the vehicle is delivering on time at service station.
Scope and limitations of the study
The scope is very limited because attitude of the people change according to the time.
The study is restricted to both Hyderabad and Ranga Reddy Dist and that to among 100 respondents.
The study is conducted for 45 days.
The study is restricted to certain area. Therefore, it could not give an accurate picture about Andhra Pradesh of India.
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RESEARCH METHODOLOGY Research is the plan structure & strategy for investigation conceived to answer to research question & control variance. It is the overall operation pattern to framework of project that stipulated the information to be collected from which sources by word procedure. What are the two possible sources of data for securing in the above mentioned information in the primary & secondary data. Research design: the study undertaken to access the after sales service of TATA owners in Hyderabad and R.R.Dist. Research procedure: the questionnaire designed for the study in the structured & disguised in nature. It consists of multiple choice & short questions. Data: information required for the project is mainly primary data. The information was collected by survey method. With the help of questionnaire by meting various car owners (TATA). Secondary data is collected form the company journals, magazines, broachers & websites. Sample design: the sampling unit was confined to end consumers of the product i.e. TATA car owners to know there satisfaction level regarding performance of car performance of car and service. Sample universe: the survey was done in Hyderabad and R.R.D.ist only according to my convenience. It is not giving the complete picture of Andhra Pradesh (or) India. Sample frame/unit: professionals, business people, employees etc, who are using TATA Cars. Sample size: the total sample size is 100 only.
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Sample method: the information is planned to be collected by sample method, the sample method followed is random sampling method. The probability random sampling method is stratified random sampling.
Analytical Method: simple percentage method is used for the analysis purpose.
Period of study: study is during the month of March & April 2011.
Data collection The information is collected through questionnaires and personal interviews. And the information of customers is known by company’s service sheet and the free service sheet. A Direct structure questionnaire has been asked to all the respondents in the sample followed by direct personal interviews. Duration of day: 45 days.
Descriptive Studies: In descriptive studies, when the researcher is interested in knowing the characteristics of certain groups such as age. Sex, educational level occupation of income, a descriptive study is necessary. Descriptive studies are well structured. It is therefore, necessary that the researcher gives sufficient thought to framing research questions and deciding the types of data to he collected and the procedure to be used for this purpose-The objective of such a study is to answer the “who, what and how” of the subject under investigation.
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SOURCES OF DATA: A classification of data is very important procedure in this concept. The collected data can be classified into two types. 1. Primary data The primary data is very important source for to make suggestions to the title obtained. This data can be collected in various methods like survey, interviewing, feedback, i.e. Group Discussion etc., for collection of primary data the survey method is used, which involved predetermined questions. The structured questionnaire contained a form list of question framed so as to get the facts. But it involves high risk and huge expensive method to get the facts. 2. Secondary Data Collection of secondary data is very easy compared with primary data. But this data is also very important for the growth of an organization, to predict the future and will help to make the future plan regarding sales and improve the measures of sales. This data can be collected form the magazines. Annual reports of the organization and other published data.
Sample procedure The sample size consists of 100 consumers. The sample consists of Businessman, Doctors, Engineers, Officers and Contractors etc. The survey was conducted in the form of an interview among randomly chosen sample of 100 consumers of TATA customers Sample size form the dealer randomly.
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Need for the study The Indian automobile industry is witnessing changes like never before. The Indian consumer is changing with new players entering the market and increasing availability of service, the consumer is demanding more. Now the question is where TATA Motors stands in this scenario? TATA Motors is the only company that maintenance good relationship with there customers and providing good service, well as presenting the market with a range of cars by cars by introducing different models, and to provide better after sales service to there customers. TATA Motors has increased its service stations all over the country, and that’s why TATA Motors is ranked as No.1 in customer satisfaction. And to maintain relationship with there customers TATA Motors is providing 24 hours service to there customers after introducing may services, how fat the consumer is satisfying with it, and to know after sales service of TATA car owners opinion on the service and the performance of the dealer.
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CHAPTER-II REVIEW OF LITERATURE
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REVIEW OF LITERATURE Definition of Customer Satisfaction Kotler (1997) defines customer satisfaction as follows: Satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a Product’s perceived performance (or outcome) in relation to his or her expectations. Brown (1992) defines customer satisfaction as: The state in which customer needs, wants and expectations throughout the product or service's life are met or exceeded resulting in repeat purchase, loyalty and favorable worth-of mouth. According to Jones and Sasser (1995), four basic elements affect customer satisfaction. They are the basic elements of the product or service, basic support services, a recovery process for counteracting bad experiences, and extraordinary service. There are many definitions of the key elements of the services, but this one is considered appropriate in the context of care or after sales services.
Satisfaction is a function of perceived performance and expectation. If the performance matches the expectations, the customer is satisfied. If the performance exceeds the expectation, the customer is highly satisfied and delighted. If the performance does not match the expectations, the customer is dissatisfied. Satisfaction is a person’s feelings of pleasure of disappointment resulting for comparing a products perceived performance (out-come) in relation t his/her expectation. The link between customer satisfaction and customer loyalty is proportional. Suppose customer satisfaction is rated on a scale from 1 – 5. At a very low levels of customer satisfaction.
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Level - 1, customers are likely to abandon. Level - 2 to 4, customers are satisfied but still find tit easy to switch when a better offer comes along. Level - 5, the customer is very likely to repurchase an even spread good word of mouth about the company. Customers are very likely to repurchase
LEVEL5
Customers are fairly satisfied
LEVEL 2-4
Low level of customer satisfaction
LEVEL 1
The key to generating high customer loyalty is to deliver high customer value. A company’s value proposition is much more than it’s positioning on a single attribute. Most of the successful companies are raising expectations and delivering performances to match. These companies are aiming for TCS – Total Customer Satisfaction. Customer satisfaction is both a goal and a marketing tool. Companies that achieve high customer satisfaction ratings make sure that their target market is known. After sales support management system is apart of ERP Enterprise Resource Planning solution dealing with the support module after the sales of product. It creates an advanced environment to the organization, which are in to technical support after sales e.g. Companies offering electronic goods and motor vehicles etc.
The functional features include: Customer complaints tracking Service engineers information tracking Job scheduling for the complaints Spares management Online support
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Reports Customer complaints tracking Complaint is the start point of any technical support system. With out a client request the technical support is not initiated. Complaint tracking is done as follows: Client may come down or make a phone call or complaint online The client is validated. The client may have an annual maintenance contract or may have a product in warranty or of warranty. The intensity of the complaint is to be estimated to allocate resources. Expected service type has to be finalized. It may be online assistance indoor or onsite assistance. Service Engineers information tracking: Information about the engineers is inevitable in job scheduling. Information about the engineers has to be added, deleted or modified in the database. It may contain the following: the name, id of the engineer; the skill set of the manager; the status of the engineer. Job scheduling for the complaints: Job scheduling means sequencing the request to its intensity, assignment of a service engineer and creating a job card. It is done to optimize the technical resources and to render the best service to the customer. Minor problem are processed by technicians requests are handled by the expert team. The job card includes the following: The compliant id, the assigned engineer id, the data and time of service, the spare details, no. of person-hours required etc. The spare part name and serial number The available quantity of each spare part
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The prize, warranty and other specifications The supplier information. Online support: The service is done online also. The client may visit the website to obtain basic support information about the product and FAQ. He can chat with the service engineer on phone or online. Report: The report reflects the current status of the system. The reports that can be generated are as follows: Customer request report status of the system. The reports that can be requests. Service engineer report provides the information about the skills and strengths of the support team. Job scheduling report states the allotment of engineers to jobs. Spares report discloses the availability of all the shapes in the system. Receipts and payments report gives information about the cash flow in the system. Bills generation. Customer satisfaction tracking: Customer satisfaction is the key concept to dictate the future of the organization. In order to maximize the customer satisfaction along with quick response and efficient service some other activities are to be performed. They may be as follows: Reception of the customer with hospitality. Entertaining environment to the customer. Providing guidance about the usage and maintenance of the product. Offering gift and discounts.
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Operationalisation of Customer Satisfaction: As customer needs and expectations are changing all the time, this will lead to a situation whereby customers keep setting ever higher standards, and therefore to achieve perfection is impossible. Markets should be seen as a group of individual companies, and each of them must be treated individually with different requirements, experiences, commitments, and relationships. Implementing customer satisfaction philosophy means identifying customers, then identifying their needs and expectations and finally, measuring their perceptions. Knowing the needs of the customer makes it easier to anticipate the ideal set of products and services. A major flaw for all the companies has proved to be their inability to understand other ways that customers can be satisfied. By implementing direct and continuous employee contacts with the customers, the customers' requirements and expectations can be determined. This employee-customer connection additionally conveys the message that the company cares about their customers. Customer needs can be determined through marketing research, customer interviews, reading customer concerns, or involving customers in the design of services and service deliveries. In order to decide if the service can be provided at a profit, it is necessary to link value equation to the strategic service vision. Working together with both supplier and customer can increase profitability by expanding margin potential. A customer satisfaction study should begin by asking about the factors affecting customer satisfaction, how important those factors are for the whole, and the level of customer satisfaction. A problem with customer satisfaction surveys (Naumann, 1994) is that a poor customer satisfaction programme yields vague data and raises customer expectations. If customer expectations are raised and a company's performance remains the same, the customer's overall satisfaction will decrease.
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Business Definition for: After-sales Service
Customer support following the purchase of a product or service. In some cases, after-sales service can be almost as important as the initial purchase. The manufacturer, retailer, or service provider determines what is included in any warranty (or guarantee) package. This will include the duration of the warranty traditionally one year from the date of purchase, but increasingly two or more year’s maintenance and/or replacement policy, items included/excluded, labor costs, and speed of response. In the case of a service provider, after-sales service might include additional training or helpdesk availability. Of equal importance is the customer's perception of the degree of willingness with which a supplier deals with a question or complaint, speed of response, and action taken.
After Sales Excellence After Sales Excellence is a key driver for customer satisfaction and loyalty but also a very important source of revenues and profits throughout a vehicle lifecycle. Our after sales experts support our clients in all relevant areas of after sales service to improve the internal cost base, the retail attractiveness as well as customer satisfaction. Our results are measurable - significant improvements on key indicators such as warranty costs, service quality, and fixed first visit rate.
Supply Chain Excellence Our Supply Chain Excellence service enables you to realize substantial improvements in your supply chain performance in terms of cost, efficiency, lead times, demand management, customer service and working capital requirements. We measure, improve and qualify supply chain organizations and processes and support our clients by identifying and rapidly implementing cost and efficiency savings in the entire supply chain. This can be achieved with the comprehensive, cross-functional redesign of all logistics processes leveraging the entire supply chain including customers and suppliers.
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With our proven Integrated Supply Chain Excellence Audit we quickly identify gaps to proven best practices and benchmarks within, and beyond, the Automotive Industry.
Value Chain Design Constantly reviewing the companies’ value chain in a rapidly evolving environment; deriving required core competencies and partnerships is a key management responsibility. We help our clients design their value chain in terms of a global engineering footprint, production and service network, thereby improving efficiency and customer satisfaction in alignment with corporate strategy.
Customer Contacts and Relationships In all cases, the supplier had been involved with the customer since the beginning of the network building. It is difficult to distinguish whether some of the changes in customer-supplier relationship were due to the duration of the relationship between the two parties and whether some of the changes were caused by changes in the customer's needs resulting from the customer's new position in the network life cycle curve. For the results of this research, that question in terms of the underlying factors has not addressed, but for future studies, it would be relevant to clarify which of these two factors is the more significant or in fact, whether they can be distinguished. Relation of the Care to Customer Satisfaction Innis and La Londe (1994) discovered that several customer satisfaction variables significantly affect a customer's total customer satisfaction. Customer service attributes received high ratings for the importance of customer satisfaction. Attributes for physical distribution of customer service were rated higher than many marketing attributes.
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Most Important Services Barsky (1995) proposed that what is important for one customer may not be important for another. Barsky proposes this in the area of priority marketing, and the idea was applied to different services in general. When a buyer considers closer integration with a supplier, they may consider that it will most likely limit the number of potential suppliers and fear that the partner may take advantage of this by increasing prices or delivering poorer quality or poorer service. Interlocking with the supplier can limit the opportunity to acquire innovations if the supplier lacks the capability of being a leadingedge supplier. Research has shown that there are frequently differences between the views of the supplier's management on customer value and the customers' views on what they say they value. This was studied in the present study as well.
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CHAPTER-III
COMPANY PROFILE
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COMPANY PROFILE Tata Motors Limited is India's largest automobile company, with revenues of Rs. 32,426 crores (USD 7.2 billion) in 2010-11. 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 deliver, and best in our value system and ethics." Tata Motors helps its employees realise their potential through innovative HR practices. The company's goal is to empower and provide employees with dynamic career paths in congruence with corporate objectives. All-round potential development and performance improvement is ensured by regular in-house and external training. The company has won several awards recognising its training programmes. Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base is spread across India - Jamshedpur (Jharkhand) in the east, Pune (Maharashtra) in the west, and in the north in Lucknow (Uttar Pradesh) and Pantnagar (Uttarakhand). A new plant is being set up in Singur (close to Kolkata in West Bengal) to manufacture the company's small car. The nation-wide dealership, sales, services and spare parts network comprises over 2,000 touch points. The company also has a strong auto finance operation, TML Financial Services Limited, supporting customers to purchase Tata Motors vehicles. Tata Motors, the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2005), has also emerged as an international automobile company. In 2005, it acquired the Daewoo Commercial Vehicles Company, 24
Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2006, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, with an option to acquire the remaining stake as well. Hispano's presence is being expanded in other markets. In 2007, it formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. Tata Motors also entered into a joint venture in 2007 with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the company's pickup vehicles in Thailand. In 2007, Tata Motors and Fiat Auto formed an industrial joint venture at Ranjangaon (near Pune in Maharashtra, India) to produce both Fiat and Tata cars and Fiat powertrains for the Indian and overseas markets; Tata Motors already distributes and markets Fiat branded cars in India. In 2008, Tata Motors and Fiat Auto entered into an agreement for a Tata license to build a pick-up vehicle bearing the Fiat nameplate at Fiat Group Automobiles' Plant at Córdoba, Argentina. The pick-up will be sold in South and Central America and select European markets. These linkages will further extend Tata Motors' international footprint, established through exports since 1961. While currently about 18% of its revenues are from international business, the company's objective is to expand its international business, both through organic and inorganic growth routes. 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, Ukraine, Russia and Senegal. The foundation of the company’s growth is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. The R&D establishment includes a team of 1400 scientists and engineers. The company's Engineering Research Centre was established in 1966, and has facilities in Pune, Jamshedpur and Lucknow. The ERC has enabled pioneering technologies and products. It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, 25
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 ERC in Pune, among whose facilities are India's only certified crash-test facility and hemi-anechoic chamber for testing of noise and vibration, has received several awards from theGovernment of India. Some of the more prominent amongst them are the National Award for Research and Development Efforts in Industry in the Mechanical Engineering Industries sector in 1999, the National Award for Successful Commercialization of Indigenous Technology by an Industrial Concern in 2000, and the CSIR Diamond Jubilee Technology Award in 2005. The company set up the Tata Motors European Technical Centre (TMETC) in 2006 in the UK. TMETC is engaged in design engineering and development of products, supporting Tata Motors' skill sets. Tata Daewoo Commercial Vehicle Company and Hispano Carrocera also have R&D establishments at Gunsan in South Korea and Zaragoza in Spain. The pace of new product development has quickened through an organization-wide structured New Product Introduction (NPI) process. The process with its formal structure for introducing new vehicles in the market, brings in greater discipline in project execution. The NPI process helped Tata Motors create a new segment, in 2006, by launching the Tata Ace, India’s first indigenously developed mini-truck. The years to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. Besides product development, R&D is also focusing on environmentfriendly technologies in emissions and alternative fuels. Through its subsidiaries, the company is engaged in engineering and automotive solutions, construction equipment manufacturing, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, high-precision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations. True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in community and social initiatives on labour and environment standards in compliance with the principles of the Global Compact. In accordance with this, it plays an active role in community development, serving rural communities adjacent 26
to its manufacturing locations.With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.
ABOUT TATA MOTORS: Powered by a pioneering spirit and a chain of constant innovations for over 50 years, Tata Motors Limited (TML) has redefined the art of building motor vehicles. Today, Tata Motors Limited is the sixth largest medium and heavy commercial vehicle manufacturer in the world, with a significant presence in Asia, Europe, Africa and Latin America. World-class auto components are the backbone of all world-class vehicles. Keeping this in mind, Tata Motors Limited has collaborated with major players in the Auto Industry. The Joint Venture with Cummins, associations with companies like Johnson Controls, Toyo Radiators, Chuo Springs, Ficosa, Yazaki, Yutaka-Giken, Sungwoo Hitech, Owens Coring, Knorr-Bremse, Farurecia and Menzolit Fibron, reaffirm Tata Motors commitment to delivering higher productivity and profitability to the transportation industry. Tata Motors Limited marked its emergence as a strong multi-national player with the acquisition of the Daewoo Commercial Vehicles Plant in March 2005. The robotized factory at Gunsan in South Korea, bus-body manufacturing plants in Ukraine and South Africa and assembly plants in Bangladesh and Malaysia, are testimony to the strong presence of Tata Motors Limited across the world. The Company also gained enhanced credibility as a global powerhouse when the Government of Senegal approached Tata Motors Limited for technological assistance in setting up a bus- body plant at Thies. Right from the earliest trucks that helped move goods around the country, to chassis for buses that virtually form the backbone of the Indian public transport system today, Tata vehicles have, quite literally, moved the nation ahead. Tata Motors is India's only fully integrated automobile manufacturer with a portfolio that covers trucks, buses, utility vehicles and passenger cars. With over 3 million.
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Green Matters: Tata Motors, a Company that cares about the future... True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in community and social initiatives on labour and environment standards in compliance with the principles of the Global Compact. In accordance with this, it plays an active role in community development, serving rural communities around its manufacturing locations. Tata Motors believes in technology for tomorrow. Our products stand testimony to this. Our annual expenditure on R&D is approximately 2% of our turnover. We have also set up two in-house Engineering Research Centers that house India's only Certified Crash Test Facility. We ensure that our products are environmentally sound in a variety of ways. These include reducing hazardous materials in vehicle components, developing extended life lubricants, fluids and using ozone-friendly refrigerants. Tata Motors has been making conscious effort in the implementation of several environmentally sensitive technologies in manufacturing processes. The Company uses some of the world's most advanced equipment for emission check and control. Tata Motors concern is manifested by a dual approach1) Reduction of environmental pollution and regular pollution control drives 2) Restoration of ecological balance. Our endeavors towards environment protection are soil and water conservation programmers and extensive tree plantation drives. Tata Motors is committed to restoring and preserving environmental balance, by reducing waste and pollutants, conserving resources and recycling materials.
Reducing
Pollution:
Tata Motors has been at the forefront of the Indian automobile industry's antipollution efforts by introducing cleaner engines. It is the first Indian Company to introduce vehicles with Euro norms well ahead of the mandated dates. Tata Motors’ joint venture 28
with Cummins Engine Company, USA, in 1992, was a pioneering effort to introduce emission control technology for India. Over the years, Tata Motors has also made investments in setting up of an advanced emission-testing laboratory. With the intention of protecting the environment, Tata Motors has upgraded the performance of its entire range of four and six cylinder engines to meet international emission standards. This has been accomplished with the help of world-renowned engine consultants like Ricardo and AVL. These engines are used in Tata Motors vehicles in the Indian market, as well as in over 70 export markets. Tata Motors is constantly working towards developing alternative fuel engine technologies. It has manufactured CNG version of buses and followed it up with a CNG version of its passenger car, the Indica. Restoring
Ecological
Balance:
Tata Motors has set up effluent treatment facilities in its plants, to avoid release of polluted water into the ecosystem. In Pune, the treated water is conserved in lakes attracting various species of birds from around the world thus turning the space into a green belt. Tree plantation programmers involving villagers and Tata Motors employees; have turned acres of barren village green. Tata Motors has planted as many as 80,000 trees in the works and the township and more than 2.4 million trees have been planted in Jamshedpur region. Over half a million trees have been planted in the Poona region. Tata Motors has directed all its suppliers to package their products in alternate material instead of wood. End of Life Vehicle Treatment and Recycling: India is a recycling society with many people making value out the recovery of waste materials discarded from products at the end of their useful life. However, Europe, and some other export markets, have recognized that they have become a 'throwaway' society in recent decades, and are now introducing waste prevention regimes in different industry sectors to collect and recycle valuable resource rather than it ending up in landfill. 29
In the Automotive sector, the European End of Life Vehicle (ELV) Directive, points responsibility for this issue to vehicle manufacturers, and the scrap car recovery industry. Similar regulations are being introduced in Japan and Korea. Naturally, Tata Motors has already met the 'producer responsibility' aspects of the ELV Directive, such as compliance to Heavy metals and other hazardous substance restrictions. Also, material code marking of plastic parts has been introduced to aid achievement of demanding European recycling targets. Central to this European regulation is for manufacturers to provide free takeback networks for environmentally sound treatment of Elves. Last owner contacts for access
to
Tata
Motors
subscribed
take-back
schemes
can
be
found
in:
www.tatamotors.com/takeback.php Only specially authorized vehicle dismantler and shredder operators are allowed to treat ELVs in Europe, and they have access to Tata Motors ELV treatment information by registering on:
COMMUNITYDEVELOPMENT: The Company's Community Service Division works through various societies to improve the conditions of neighboring villages - encouraging economic independence through self-initiated cottage industries and contributing to community and social forestry, road construction, rural health, education, water supply and family planning.
Tata Motors has been making numerous well-planned efforts in the area of rural development, with specific focus on the following:
Health & Sanitation:
Mobile health service staff provides preventive and curative health services
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under the "Health for All" programme. They train village health workers in conducting the same. Safe drinking water facilities are provided to ensure health of the villagers.
Employment Generation Tata Motors encourages self-sufficiency with the aim to improving the confidence, morale and lives of its employees and their dependents. The Company has worked on some novel ideas around its townships. Employees' relatives at Pune have been encouraged to form various industrial co-operatives engaged in activities such as recycling of scrap wood into crates and furniture, welding, steel scrap baling, battery cable assembly etc. The Tata Motors Grihini Social Welfare Society caters to employees' women dependents'. The women folk make a variety of products, ranging from pickles and uniforms to electrical cable harnesses etc.
Community
Centers:
These centers are situated in various parts of Jamshedpur, Pune and some of their neighboring towns. The centers regularly organize various programmers & neighboring populations are encouraged to participate in these activities.
Some of our Services:
Comprehensive AC repairs conducted using modern AC charging machines.
Comprehensive accidental repairs done by experts in Body and Paint shop Technology
Value Added Services - Car Care Treatments, Anti Rust Applications, 18 + 18 / 18 + 30 extended Warranty benefits, fuel additives, engine decarburizing, etc.
Service Packages - Gold club member ship, Annual Maintenance contract, Annual Scheduled Service contract, Vehicle Health checkup plan, etc.
Availability of “Value for Money” Reconditioned aggregates like engines, power steering, AC compressors (Reconditioned by OEMs) 31
workshops
Qualified and trained Technicians, Service Advisors and Customer Relationships Officers.
Use of special tools and quality parameters for repairs.
Best in industry labor charges.
24 hours helpline and a breakdown help line vehicle
100% assurance of usage of genuine Tata Motors spare parts.
Usage of specially blended lubricants and long lasting paints
1-year warranty on workmanship on all kinds of repairs.
Dear Customer As a valued Tata Motors' Customer, you are entitled to get following support from this workshop: » Quality servicing / repairs of your car!
Free repair of the complaint that reappears within 3000 kms or 1 month (whichever is earlier) after being attended at this set-up.
» Quality washing of your car!
If you are not satisfied with the washing quality of your car, we will clean it again to your satisfaction!
» On-time delivery!
If you do not get your car back on the promised day*; we will waive off 10% on the labor bill of your car! 32
*In case of increase in job content / parts not available. Service Advisor will intimate you the revised delivery date & time in advance » Follow-up call after service!
This workshop wills contact you on the 4th day after the delivery of the vehicle, to ensure your satisfaction with the service. Hence, we request you to provide us your latest phone number.
RECOMMENDED PRODUCT If you do not get the above services, please let us know through the "Customer's Voice" form kept near the drop box. It has been our objective and our Endeavour to introduce high quality lubricants and coolants time and again for the benefit of esteemed customers like you. These quality lubricants are of superior quality and are rigorously tested at our Engineering Research Centre, Pune. Use of the same in your vehicles ensures superior engine and other aggregate performance and enhances its life. We have tied up with M/s Castrol India Ltd, M/s Hindustan Petroleum Ltd, M/s Exxon Mobil Lubricants Pvt Ltd & M/s SCCI India Pvt Ltd for supply of these lubricants and Coolants in the Dealer / Tata Authorized Service Centre workshops. Our Partners in this Endeavour
33
ORGANIZATION PROFILE Brief History of “AUTO FIN LIMITED” HYDERABAD The AUTOFIN LIMITED was established in November, 05, 2006. They are the authorized Dealers for all kinds of TATA Cars in the territory of Andhra Pradesh. The chairman of AUTOFIN LIMITED is Gautham Jain, Managing Director is Varun Jain. They have 3 sales outlets and 1 workshop in twin cities. The shorooms are located in prime localities at: Medical Highway, Bowenpally, Secunderabad. Salem nagar colony, Malakpet, Hyderabad. Opp:Paradise Hotel, Paradise, Secunderabad. The AUTOFIN LIMITED is Having 18,000 Sft workshop of high standards is located in Bowen Pally. It is not only one of the largest in India, but also one of the most well equipped and modern work shops. Manned with a team of technicians with vast knowledge & experience, most of them are trained at TATA plant. All vehicles are repaired & subsequently pass through internal quality check for workmanship. They are assured of genuine spares and timely deliveries. And one work shop is located at Medical highway, Bowenpally, secunderabad. The average fiscal sales for the year 2007-07 were approximately 4000 vehicles and turnover of around 120 crores. They received the following Awards for Excellence. Rated as the best decorated show room for 3 times No. 1 in sales in South India.
Auto fin limited is today among the top 10 TATA dealers in customer satisfaction and service. HISTORY 34
It has been a long and accelerated journey for Tata Motors, India's leading automobile manufacturer. Some significant milestones in the company's journey towards excellence and leadership. 1945 to 1950 Tata Engineering and Locomotive Co. Ltd. was established to manufacture locomotives and other engineering products. Steam road roller introduced in collaboration with Marshall Sons (UK). 1951 to 1960 Collaboration with Daimler Benz AG, West Germany, for manufacture of medium commercial vehicles. The first vehicle rolled out within 6 months of the contract. Research and Development Centre set up at Jamshedpur. 1961 to 1970 Exports begin with the first truck being shipped to Ceylon, now Sri Lanka. Setting up of the Engineering Research Centre at Pune to provide impetus to automobile Research and Development. 1971 to 1980 Introduction of DI engines. First commercial vehicle manufactured in Pune. 1981 to 1990 Manufacture of Heavy Commercial Vehicle commences. First hydraulic excavator produced with Hitachi collaboration. Production of first light commercial vehicle, Tata 407, indigenously designed, followed by Tata 608. 1991 to 2000
35
Launch of the 1st indigenous passenger car Tata Sierra.
TAC 20 crane produced.
One millionth vehicle rolled out.
Launch of the Tata Estate.
Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture of high horsepower and emission friendly diesel engines.
Launch of Tata Sumo - the multi utility vehicle.
Launch of LPT 709 - a full forward control, light commercial vehicle.
Joint
venture
agreement
signed
with
M/s
Daimler
-
Benz
/
Mercedes - Benz for manufacture of Mercedes Benz passenger cars in India.
Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing turbochargers to be used on Cummins engines.
Mercedes Benz car E220 launched.
Tata Sumo deluxe launched.
Tata Sierra Turbo launched.
100,000th Tata Sumo rolled out.
Tata Safari - India's first sports utility vehicle launched.
2 millionth vehicles rolled out.
Indica, India's first fully indigenous passenger car launched.
115,000 bookings for Indica registered against full payment within a week.
Commercial production of Indica commences in full swing.
First consignment of 160 Indicas shipped to Malta.
Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.
Utility vehicles with Bharat 2 (Euro II) compliant engine launched.
Indica 2000 (Euro II) with multi point fuel injection petrol engine launched.
36
2001 to 2006
Indica V2 launched - 2nd generation Indica.
100,000th Indica wheeled out.
Launch of CNG Indica.
Launch of the Tata Safari EX
Indica V2 becomes India's number one car in its segment.
Exits joint venture with Daimler Chrysler.
Unveiling of the Tata Sedan at Auto Expo 2002.
Petrol version of Indica V2 launched.
Launch of the EX series in Commercial vehicles.
Launch of the Tata 207 DI.
2,00,000th Indica rolled out.
5,00,000th passenger vehicle rolled out.
Launch of the Tata Sumo'+' Series
Launch of the Tata Indigo.
Tata Engineering signed a product agreement with MG Rover of the UK.
Launch of the Tata Safari Limited Edition.
The Tata Indigo Station Wagon unveiled at the Geneva Motor Show.
On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata Motors Limited.
3 millionth vehicle produced.
First City Rover rolled out
135 PS Tata Safari EXi Petrol launched
Tata SFC 407 EX Turbo launched
Tata Motors unveils new product range at Auto Expo '04.
New Tata Indica V2 launched
Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment agreement
Indigo Advent unveiled at Geneva Motor Show
Tata Motors completes acquisition of Daewoo Commercial Vehicle Company
Tata LPT 909 EX launched
Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches the heavy duty truck 'NOVUS' , in Korea 37
Sumo Victa launched
Indigo Marina launched
Tata Motors lists on the NYSE
2007
Tata Motors rolls out its 500,000th Passenger Vehicle
The Tata Xover unveiled at the 75th Geneva Motor Show
Branded buses and coaches - Starbus and Globus - launched
Tata Motors acquires 21% stake in Hispano Carrocera SA, Spanish bus manufacturing Company
Tata Ace, India's first mini truck launched
Tata Motors wins JRD QV award for business excellence.
The power packed Safari Dicor is launched
Introduction of Indigo SX series - luxury variant of Tata Indigo
Tata Motors launches Indica V2 Turbo Diesel.
One millionth passenger car produced and sold
Inauguration of new factory at Jamshedpur for Novus
Tata TL 4X4, India's first Sports Utility Truck (SUT) is launched Launch of Tata Novus
Launch of Novus range of medium trucks in Korea, by Tata
Daewoo Commercial
Vehicle Co. (TDCV)
2008
Tata Motors unveils new long wheel base premium Indigo & X-over concept at Auto Expo 2008
Indica V2 Xeta launched
Passenger Vehicle sales in India cross one-million mark
Tata Motors and Marco polo, Brazil, announce joint venture to manufacture fully built buses & coaches for India & markets abroad
Tata Motors first plant for small car to come up in West Bengal 38
Tata Motors extends CNG options on its hatchback and estate range
TDCV develops South Korea's first LNG-Powered Tractor- Trailer
Tata Motors and Fiat Group announce three additional cooperation agreements
Tata Motors introduces a new Indigo range.
2009
Construction of Small Car plant at Singur, West Bengal, begins on January 21
New 2009 Indica V2 range is launched
Tata Motors launches the long wheel base Indigo XL, India's first stretch limousine
Common rail diesel (DICOR) engine extended to Indigo sedan and estate range
Tata Motors and Thonburi Automotive Assembly Plant Co. (Thonburi), announce formation of a joint venture company in Thailand to manufacture, assemble and market pickup trucks.
Roll out of 100,000th Ace
Tata-Fiat plant at Ranjangaon inaugurated
Launch of a new Upgraded range of its entry level utility vehicle offering, the Tata Spacio.
CRM-DMS initiative crosses the 1000th location milestone
Launch of Magic, a comfortable, safe, four-wheeler public transportation mode, developed on the Ace platform
Launch of Winger, India’s only maxi-van
Fiat Group and Tata Motors announce establishment of Joint Venture in India
Launch of the Sumo Victa Turbo DI, the new upgraded range of its entry-level utility vehicle, the Sumo Spacio
Tata Motors launches Indica V2 Turbo with dual airbags and ABS
Launch of new Safari DICOR 2.2 VTT range, powered by a new 2.2 L Direct Injection Common Rail (DICOR) engine.
Rollout of the one millionth passenger car off the Indica platform..
39
2010
Ace plant at Pantnagar (Uttarakhand) begins production.
Indica Vista – the new generation Indica, is launched.
Tata Motors' new plant for Nano to come up in Gujarat.
Latest common rail diesel offering- the Indica V2 DICOR, launched.
Indigo CS (Compact Sedan), world’s first sub four-metre sedan, launched.
Launch of the new Sumo -- Sumo Grande, which combines the looks of an SUV with the comforts of a family car.
Tata Motors unveils its People's Car, Nano, at the ninth Auto Expo.
Xenon, 1-tonne pick-up truck, launched in Thailand.
Tata Motors signs definitive agreement with Ford Motor Company to purchase Jaguar and Land Rover.
Tata Motors completes acquisition of Jaguar Land Rover.
Tata Motors introduces new Super Milo range of buses.
Tata Motors is Official Vehicle Provider to Youth Baton Relay for The III Commonwealth Youth Games Pune 2010.
Indica Vista – the second generation Indica, is launched.
Tata Motors launches passenger cars and the new pick-up in D.R. Congo.
2011
Tata Motors begins distribution of Prima World truck.
Tata Motors launches the next generation all-new Indigo MANZA.
FREELANDER to be launched in India.
Tata Marcopolo Motors' Dharwad plant begins production.
Tata Motors launches Nano - The People's Car.
Introduction of new world standard truck range.
Launch of premium luxury vehicles - Jaguar XF, XFR and XKR and Land Rover Discovery 3, Range Rover Sport and Range Rover from Jaguar and Land Rover in India.
FEATURES
40
Mission, vision and values Tata Motors constantly looks for ways to offer the customer the best value for money. Beginning with a single truck model way back in the 1950s, today we have over 150 models and variants of vehicles, designed to transport goods and passengers. Our commercial vehicles can haul loads ranging from 2 tonnes to 40 tonnes. Likewise we have mini buses that can seat 12 people and buses that can accommodate as many as 60. Tippers, Tractor-trailers, 4x4 off road vehicles, multi-utility vehicles-our range are vast. A significant breakthrough has been the development and commercialization of the truly Indian cars- Tata Indica and Tata Indigo. Our vehicles are capable of meeting stringent Euro norms. And we have been able to do so by using technology, which is environmentally sustainable. Browse through our product range below to know more about our International market models.
41
PRODUCT DETAILS Four models for Tata Indica V2:Indica V2 DLX:
Power steering, Central locking system, four-power window. About convenience of driving, HVAC system provides good cooling effect. Door handles, body colored bumpers, ORVM and wheel arch flair are few more advantages.
Indica V2 DLG:
This model have body colored bumpers, the wheel arch flairs, internally adjustable OVRM and central locking system. Front windows are power windows. To avoid the scorching heat in a summer days, HVAC system of cooling can soothe anybody inside the car.
Indica V2 DLS:
Power steering and other features like internally adjustable OVRM, sill valence, body colored bumpers, and the wheel arch flair have made this car comfortable and secured for driving.
Indica V2 DLE:
42
Adjustable internally OVRM on the driver's side, sill valence, grey wheel arch flairs add a new touch in terms of security as well as elegance.
Indica V2 Xeta GLX: Central locking system, Power steering , Four power windows. HVAC system gives nice cold feelings. Body colored bumpers, OVRMs, door handles and the wheel arch flairs. Indica V2 Xeta GLG: With the different looks and almost with the alike features of the GLX. It has front power window facility. Indica V2 Xeta GLS: Power steering, Body colored bumpers, internally adjustable OVRM, sill valence, wheel arch flairs.
Indica V2 Xeta GLE: Sill valence, grey wheel arch flairs and internally adjustable OVRM on the side of the driver.
Four models for Tata Indica V2 Turbo: Indica V2 Turbo DLG
DLG with its power steering and front power windows is a very comfortable car with its HVAC system of cooling and, is reliable car with its central locking system.
43
Indica V2 Turbo DLX:
DLX is the most advanced version of Indica V2 Turbo for its added few features along with the features of DLG. Its leathered wrapped steering, luxurious seats and adjustable headrest provide total comfort of long driving.
Indica V2 Xeta The new Indica Xeta. Its extra Efficiency Torque Advantage petrol engine delivers 12.4 kgm torques, for a smoother and more responsive drive. With instant pick up and fewer gear changes in stop-start city traffic.
The technologically superior MPFI engine comes with a 32-bit microprocessor, and sports 12 sensors, including a knock control sensor to reduce damage from adulterated fuel. The result? Even more enjoyable long drives, with a frugal fuel consumption at 14 kmph.
Its spacious cabin - the biggest in its class, seats three people comfortably in the rear, with ample elbowroom and generous legroom. The luxurious beige interiors come as a standard feature Step into the Xeta. You will realize why the Indica Xeta is not just a common car.
Indica V2 Uniquely styled and innovatively packaged, the Indica is designed and engineered to meet the highest standards of international quality and also to stand up to the tough demands of
44
Indian roads and weather conditions. Every feature of the car reflects a deep understanding of the Indian market and promises much more than any other car in its category. The Indica is brought to you by TATA Motors, the people who know India like no one else does. So when you get behind the wheel of an Indica, you can feel proud about driving one of the finest cars in the country. Indica Turbo The new Indica V2 Turbo is the only car in the B segment to offer a Turbo charger. The car features a Turbo diesel engine that delivers an improved top speed and an enhanced output of 68PS @ 4500 rpm. While the increased torque of 130Nm @ 2500 rpm is the highest in its class. Apart from the changes in the engine, the car also features 14" wheels among other class leading features. It is available in 3-colour options including:
The exclusive Cherry Red color, which is available in the European market.
The Indica V2 Turbo is available in DLG and
DLX models, at an incremental cost to the consumers.
45
PRODUCT PICTURES
PRODUCTS OF TATA MOTORS
INDICA V2
INDICA LX
SAFARI DICOR
TURBO
46
TATA SUMO
SAFARI DELUX
SUMO VICTA
47
INDICA V2
48
The Tata Motors People's Car Luxury Version (Tata nano) CAR OF THE YEAR-2009
49
Upcoming products of Tata
TATA INDICRUZ
NEW INDIGO CS MODEL
50
CHAPTER-IV DATA ANALYSIS AND INTERPRETATION
51
DATA ANALYSIS: Every comment of the customer is very important for the company, And every answer of the customer is very valuable for the company. So basing on the answer given by the customers, an analysis has been designed to each of the answers given by the respondents and interpretations have been made on the basis of these analysis. The sample size consists of 100 customers from twin cities of Hyderabad and Secunderabad. The analysis and interpretation of each question is as follows:
52
1. What is the model of car used by you? S.No
Models
No.of
Percentage
1
Indica DLX
Respondents 37
37
2
Indica V2
37
37
3
TATA Sumo
13
13
4
TATA Safari
10
10
5
TATA Dicor
03
03
100
100%
Total No. of Respondents
53
Interpretation: It is observed that 37% of the total respondents use Indica DLX, 37% of the respondents use Indica V2, 13% of the respondents use TATA Sumo, 10% of the respondents use TATA Safari and last 03% of respondents use TATA Dicor model.
2. Which type of Car have you bought? S.No
Buyers
No. of Respondents
Percentage
1
New
94
94
2
Pre Owned
6
6
100
100%
Total No. of Respondents
54
Interpretation: From the survey conducted, it is observed that 94% of the respondent has purchased new cars and 6% of the respondent has purchased Pre Owned cars.
3. Whether the price of the Vehicle is? S.No
Price
No. of Respondents
Percentage
1
Affordable
85
85
2
Not Affordable
15
15
100
100%
Total No. of Respondents
55
Interpretation: It is observed that 85% of the people feel that the price of vehicle is affordable, and 15% of people feel that the price of vehicle is not affordable.
4. What is the purpose of buying this Car? S.No
Purpose of buying
No. of Respondents
Percentage
1
Personal use
87
87
2
Rental use
10
10
3
Other use
3
3
100
100%
Total No. of Respondents 56
Interpretation: From the data collected it is observed that 87% of the customers use their vehicle for personal use, 10% of the customers use their vehicle for rental and 3 % of the buyers for other use.
5. Who influenced in buying this Car?
57
S.No
Influenced
No. of Respondents
Percentage
1
Your self
48
48
2
Family
32
32
3
Friends
12
12
4
Advertisement
8
8
100
100%
Total No. of Respondents
Interpretation:
58
From the study, it is observed that 48% is influenced by themselves, 36% feel that the family place a vital role to purchase their vehicle, and then comes to friends 12% and then advertisement 8%.
6. What does this car convey? S.No
Car Conveys
No. of Respondents
Percentage
1
Status
24
24
2
Necessity
54
54
3
Comfort
18
18
4
Other
04
04
100
100%
Total No. of Respondents
59
Interpretation: From the data collected it is concluded that 24% of the consumers purchase the vehicle to maintain the status, whereas 54% of the consumers purchase the vehicle because of their necessity. 18% of the consumer’s purchases it as it gives comfort, 12% of the consumer purchase the vehicle for other reasons.
7. What are the reasons for buying this Car? S.No
Crucial
No. of Respondents
Percentage
1
Price
34
34
2
Mileage
53
53
3
Service
7
7
4
Brand Image
6
6
100
100%
Total No. of Respondents
60
Interpretation: It is concluded from the study that 34% of them say that price is crucial, 53% of them say mileage and 7% & 6% of them say service and brand image.
8. You use your Car mostly for.
61
S.No
Car used for
No. of Respondents
Percentage
1
Office
44
44
2
Family
45
45
3
Long Drives
9
9
4
Shopping
2
2
100
100%
Total No. of Respondents
Interpretation:
62
It is observed that 44% of the respondents use their vehicle for going to office, 45% of the respondents use their vehicle to take their family out and 2% and 9% of the respondents use their vehicle for shopping and long drives.
9. How long you will use this vehicle. S.No
How long you will No. of Respondents
Percentage
use 1
1-2 years
5
5
2
2-4 years
15
15
3
4-8 years
68
68
4
8 years & above
12
12
100
100%
Total No. of Respondents
63
Interpretation: From the study, it is observed that 5%and 15% of the consumer keep their vehicle 1-2 years and 2-4 years, 68%, and 12% of consumers keep their vehicle for 4-8 years and 8 years &above.
10. Rate your satisfaction for the service provided by the Organization? S.No
Satisfaction level at No. of Respondents
Percentage
service station 1
Excellent
7
7
2
Good
61
61
3
O.K
24
24
4
Poor
8
8
100
100%
Total No. of Respondents
64
Interpretation: From the survey conducted satisfied level at service center showed at X-axis and No. of Respondents at Y-axis. 7 % of the consumers said excellent, 61% said good and 24% and 8% of the consumers said ok and poor.
11. Are you satisfied with mileage given by your Car?
65
S.No
Satisfied
with No. of Respondents
Percentage
mileage 1
Yes
2 NO Total No. of Respondents
81
81
19 100
19 100%
Interpretation: It is observed that 81% of the respondents are satisfied with mileage given by their car and 19% are not satisfied with mileage given by their cars.
66
12. Express your satisfaction level on performance of your Vehicle? S.No
Performance
of No. of Respondents
Percentage
your vehicle 1
Satisfied
80
80
2
O.K
20
20
3
Not satisfied
00
00
100
100%
Total No. of Respondents
67
Interpretation: It is observed that 80% of customers are satisfied on the overall performance of the vehicle and 20% of the customers are at constant (o.k.).
13. Comment on the prices charged at service station? S.No
Comment on prices
No. of Respondents
Percentage
1
High
8
8
2
Medium
38
38
3
Reasonable
56
56
4
Low
2
2
100
100%
Total No. of Respondents
68
Interpretation: It was observed that 8% of the respondents feel that the prices charged at service station is high and 38% feel it is medium and 56% of the respondents feel that the prices are reasonable and 2% feel that the prices are low.
14. How is the performance of the executives? S.No
Performance
of No. of Respondents
Percentage
Executives 1
Excellent
8
8
2
Good
62
62
3
O.K
23
23
4
Poor
7
7
100
100%
Total No. of Respondents 69
Interpretation: It is observed that 8% of the respondents feel that performance of executives is excellent, 62% of the respondents said that performance of the executives is good, 23% the respondents said the performance of the executives is ok and 7% of the respondents said that performance of the executives is poor.
CHAPTER-V
70
FINDINGS, SUGGESTIONS AND CONCLUSION
FINDINGS Most of the buyers are professionals and business people using the TATA cars. 94% of the respondents purchase new cars only. Nearly about 85% of the customers feel that the price of vehicle is affordable. About 87% of the respondents use TATA cars for there personal use. The reason for purchase only TATA is necessity for 54% of the customers, 24% of the consumers feels status and 18% feel comfortable. Many of the respondents are satisfied with regard to mileage, price.
71
45% of the respondents use there vehicle to take there family out and 44% use for going to office. 61% of the respondents were satisfied with service provided by the dealer at the service center, 24% and 7% of the respondents said ok and excellent, and 8% of the respondents were not satisfied with service at service station. Above 56% of the respondents feel the prices are reasonable at the service center. Where 8% and 38% of the respondents feel that the prize are high and medium respectively.
62% of the respondents feel that the overall performance of the vehicle is good, 8% and 23% of the respondents feel that the performance of the vehicle is excellent and o.k.
SUGGESTIONS It is suggested that some more place should be provided for luggage. To provide better service to customers at work shop To make the vehicle more spacious inside To improve the comfort ness in the vehicle Skilled and experienced persons should be provided at service center, so that problems of the vehicle should be resolved completely.
72
Engine capacity should be increase, this leads to increase mileage and pickup once when A/C is on To increase the place of parking at workshop.
CONCLUSION “The global business environment is buzzing with the single most important issue of Building a competitive edge by creating and retaining a large number of customers than their goods and services every organization is there fore seized of the task of establishing sustaining its worth to the customer, who has been rendered unpredictable by competition”
73
Therefore, every business is making a continuous effort for achieving customer effort for achieving customer loyalty In short, it is total organizational culture and brand equity, which face challenge. So that there is a perennial struggle amongst organizations to sustain their existence in the market place, and hence in order to sustain the stiff competition the company has to take up market Research frequently to know the changing needs & preference of the customers. This helps the company to reframe the policies in providing cutting edge technology to satisfy the customer & retain him for a life time
74
CHAPTER - VI ANNEXURE
QUESTIONNAIRE Customer Name:_______________________ Contact No:____________________________ Vehicle Model:_________________________ 75
Vehicle make:__________________________ Registration No:_________________________ 1. Customer Age? a. Below 25years b. 25-35 years c. 35-50 years d. 50 years and above 2. Relationship with vehicle? a. Owner b. Owner friend c. Owner relative d. Driver 3. How do you know about the dealership serive? a. TV channels b. Newspaper c. Friends d. Others 4. Why you choose dealership for services? a. Nearest b. Good service c. Good response
76
d. Low cost 5. How long have you been a customer to the vehicle? e. Less than 6 months f. 1-2 years g. More than 3 years 6. How long have you been a customer to the same dealership? a. Less than 3 months b. 3-6 months c. 6-9 months d. Above 9 months 7. Whether appointment was desire date and time? a. Yes b. No c. Not applicable 8. Courtesy/ friendliness of the dealership? a. Excellent b. Good c. Average d. Poor 9. Cleanliness comfortable of dealership? a. Excellent b. Good 77
c. Average d. Poor 10.
Whether the vehicle was delivered as per the promised
time? a. Yes b. No 11.
Whether the vehicle was delivered with cleanliness? a. Yes b. No
12.
Whether the vehicle was delivered by satisfying your
complaints? a. Yes b. No 13.
Whether the actual cost is meet the estimation? a. Yes b. No
14.
How satisfied with our service? a. Yes b. No
15.
When you recommended your friends are relatives? a. Dissatisfied recommended 78
b. Likely to recommended c. Likely not recommended d. Definitely not recommended 16.
Do you provide any suggestions to improve the
company? __________________________________________________ __________________________________________________
Date:
Customer Signature
79
BIBLIOGRAPHY
80
BIBLIOGRAPHY Principles of Marketing
:
Philip Kotler & Gary Armstrong
Marketing Research
:
G.C.Beri
Consumer Behavior
:
Leon G. Shiftman
Services Marketing
Magazines
Journals
Web Sites
:
:
Adlarian Palmer
Auto India
:
Business Today
:
ICFAI General of Marketing
:
Retail Marketing
:
www.tatamotors.com
:
www.autofinlimited.com
:
www.google.com
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