Analysis

of
Customer Satisfaction

TATA NANO
Kushan Kumar 08DM018
Rahul Vatsyayan 08DM031
Vibhakar Jha 08DM031
 Market Overview O
Overview
 The Indian auto industry growing at the rate of 15-27 per cent and ranks 12th in the
list of the world's top 15 automakers.
 Huge demand base for entry level cars in India
Indian ratings agency CARE has forecast domestic passenger car sales to rise 14.5
percent annually to 2.4 million units in the fiscal year to March 2014, with growth led
by small cars.
 The mini and compact segments of cars shorter than 4 meters (13 ft 1.4 in) account
for three-quarters of India's car market.
Car sales in India, the world's second-most populous country, are set to jump about
16 percent this year to 1.4 million
 Literature Review

 The Kano et al. (1996) model of customer satisfaction classifies

product attributes based on how they are perceived by customers and
their effect on customer satisfaction(kano, Seraku et al 1996)

 According to the model, there are three types of product attributes

that fulfill customer satisfaction to a different degree:
 Basic or expected attributes

 Performance or spoken attributes

 Surprise and delight attributes

 Verma and Knurs (2001), Ealey and Mercer (2000) have suggested that
auto companies must build relationships with customers beyond the
immediate sale of vehicle.

 Vijayraghavan and Philip (2001) have reiterated that many customers

include spare parts availability and cost in their final decision of
purchase.
 Problem Statement

Objectives and Purpose of the Study

 To understand Customer Satisfaction levels for TATA NANO

 Features and Benefits of the car that adds to High customer satisfaction

 Features and Benefits of the car that is not considered by customers as an

important factor for their satisfaction

Significance of the Study

To gain insights into the product whether the product satisfies what it
promises
Inventory of Variables Used
Dependant Independent
Customer Satisfaction Price
After Sales Service
Availability of Service Stations

Maintenance Cost
Comfort
Design and Dimensions
Fuel Options
Safety Features
Luggage Space
Mileage
Engine Performance
Leg Space
Warranty
Engine Sound
Resale Value
Accessories Quality
Individual Satisfaction Level
 Research Methodology

Research Hypothesis
Customer Satisfaction of Tata Nano Customers


 H1: Customers satisfied with Tata Nano

Factors Influencing Customer Satisfaction



 H1: Price plays an important role in customer satisfaction (CS)

 H2: There is a strong relationship between CS and after sales service
 H3: There is a strong relationship between CS and availability of service
stations
 H4: There is a strong relationship between CS and maintenance cost
 H5: There is a strong relationship between CS and comfort
 H6: There is a strong relationship between CS and Fuel Options
 Research Methodology

 H7: There is a strong relationship between CS and Safety Features

 H8: There is a strong relationship between CS and Luggage Space
 H9: There is a strong relationship between CS and mileage
 H10: There is a strong relationship between CS and Engine
Performance
 H11: There is a strong relationship between CS and warranty
 H12 : There is a strong relationship between CS and leg space
 H13: There is a strong relationship between CS and Engine Sound
 H14: There is a strong relationship between CS and Re-sale Value
 H15: There is a strong relationship between CS and Accessory
Quality
 H16: There is a strong relationship between Design and Dimensions
with Product Features
 Design

Research Classification: Descriptive



Data Collection Technique: Primary Research



Population: All Tata Nano Users in Bhubaneswar



Sample Size: 20


Sampling Method: Random Convenient Sampling



Data Collection Tool: Structured Questionnaire (17)



Data Analysis Tool: SPSS ver 11.2


 Data Analysis

 Univariate hypothesis test (for H1-H15)

 Multiple regression analysis for analyzing H16

Design = 1.382 + 0.915C - 0.340L + 0.127 S – 0.35 EP

 Factor Analysis
Components: Design, Service Station, Luggage Space, Engine
Performance, Warranty of Spare Parts, Maintenance Cost, Engine
Sound contributes 80.06% of total variance in customer
satisfaction
 Findings

Attributes which has a Strong Relationship with Customer

satisfaction of Nano Cars
 Price
 Service Station
 Design
 Safety
 Engine Performance
 Engine Sound
 Resale value
Thank You