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A Summer Internship Project Report on

Study on Customer Satisfaction Level towards Tata Ace Family

Submitted in partial fulfillment of the requirements for the degree of Post Graduate Diploma in Management (Marketing) by

(Roll No.12) Under the guidance of


A Study Conducted for

at Indira School of Business Studies, Tathawade, Pune 411033



This is to certify that Beena Mehra student of PGDM from INDIRA SCHOOL OF BUSINESS STUDY has undertaken the project title Study on Customer satisfaction level towards Tata Ace family under our guidance from and has completed the project successfully. During her training tenure she was overwhelmed, confident, and hardworking. We wish her all the very best for future endeavor.

External guides full signature

Designation. Organization Seal


This project has been undertaking as a partial fulfillment of requirements for the award of degree of Post-Graduation Diploma Management. This project was executed during the summer break after the 2 nd semester under the supervision of Mr. Sanjay Bhan. I hereby declare that the project report entitled Customer satisfaction level of Tata Motors Ltd Pantnagar prepared by me is my original work. This report is totally prepared by my own efforts & has not been copied from any other sources. This project has not been presented in any seminar nor submitted elsewhere for the award of any degree or diploma.

Sign (Beena Mehra)


This project has been learning experience for me and I would like to express my gratitude towards all the people who guided me throughout. First of all, I would like to thanks Tata Motors Ltd for giving us opportunity to work with them and gain first hand practical knowledge of the corporate sector. I am really out of the words to express my heartfelt gratitude to Mrs. Anjali Pashankar, Mr. Sanjay Bhan Service Head (AGM) , Tata Motors Ltd. (PANTNAGAR) and Mr. Ravindrasingh sayan Support) . His contribution has been advice on all aspect of the project. I am also thankful to all the staff at Tata Motors Ltd . Our association with them has proved very beneficial. They gave us invaluable support and guidance throughout the project. To sum up, our experience with the Tata Motors Ltd has been a valuable one. It was a great exposure. The value addition was enormous and the influence will be long lasting. I thank everyone once again. Senior Manager (Customer with regard to invaluable outstanding

With regards, Beena Mehra. PGDM


No learning can be complete without practicing. The present management education has two major aspects i.e. Practical and Theoretical approaches. The practical training is the key in management course , which has received a vital importance in present scenario. Its exposure to the potential manager to aware a management student about the actual work situation in organization. It was a great advantage for me of receiving practical training in TATA MOTORS LIMITED in their administrative department.


CHAPTER 1 Introduction Objective of the study Scope of the study Limitation of the study Period of the study Sample size Review of literature Research methodology

CHAPTER 2 Company overview / profile

CHAPTER 3 Data interpretation Finding Recommendation & suggestion

Conclusion Annexure Bibliography







Review of literature

Research methodology

INTRODUCTION OF THE STUDYCustomer are the key aspect of the company. They increase as well as decrease sales volume of the company. Company supply product & services and meet or surpass with customer expectation. Company focus & give importance to fulfill the customer expectation. When a brand has loyal customer, It gain positive word of mouth marketing which is both free & highly effective. Company provide various services on time & also give so many offers and gift to make their customer happy.


To identify the satisfaction levels of customer of Tata Motors (CVBU). To identify the factors which purchasing commercial vehicle. influence consumer decision while

To identify whether customer are satisfied or not with the services provided by Tata Motors. .

SCOPE OF THE STUDY - write which areas / aspects you will cover to meet your objectives e.g. you will talk to all the dealers & customers in area.
The study will help us to find out the region that allow customer to choose Tatas for their commercial purpose. The study would help the organization to know about their product perception and view point of the customer. It will also help the company in knowing about the best feature or the service that make their product to be the best in the eyes of their customer.


Some important limitation , which were faced, are as follows:

I have completed the research in limited time. In spite of all the difficulties if the time is short it is quite possible that one cannot collect the sufficient data and have to depend upon other source of data.

The research needs a lot of statistical work involving collection and tabulation of data, interpretation of data and drawing out the necessary result. It requires an able, efficient and experienced research works.

Some of the respondent are not honest and genuine in their approach.

In survey my sample size was limited to 100 respondent. So I gathered the approx data not the accurate data.

PERIOD OF THE STUDY I did my summer training in TATA MOTORS Ltd PANTNAGAR under Mr. Ravindrasingh Sayan Senior Manager (Customer Support ) and Mr. Sanjay Bhan ( ) . My period of the study is 6 weeks i.e., from 15th May 2013 to 30th June 2013. Mr. Sanjay Bhan provide me all the information related to my summer training project. During my summer training, I learnt a lot of new thing about the company and the way to satisfy their customer by their service.

Sample size unit sample size in this project are as follows:Dealer - 3 Customer- 100


Mahesh L and Amulya M has published a paper on Factors Affecting Customer Satisfaction: A Study on Maruti Suzuki in International Journal of Business and Management Tomorrow Vol. 2 No. 10. In their study they have found that Exceptional customer service results in greater customer retention, which in turn results in higher profitability. Customer loyalty is a major contributor to sustainable profit growth. To achieve success, a company must make superior service second nature of the organization. A seamless integration of all components in the service-profit chain employee satisfaction, value creation, customer satisfaction, customer loyalty, and profit and growth links all the critical dynamics of top customer service. Many companies forget that satisfying customer needs and continuous value innovation is the only path to sustainable growth. This creates opportunities for new, smaller companies to emulate and improve upon what made their bigger competitors successful in the first place and steal their customers Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.

THEORITICAL BACKGROUND:Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. It is seen as a key performance indicator within business. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.

Research methodology is a way to systematically solve the research problem and con ? cues the logic behind the method, which we applied for research. It describes the process of research work. This contains the overall research design and the data collection methods.


The purpose of the study is to know the satisfaction level of the customer. The customer are satisfied or not with the Tata Ace Family product and services which are company provide to their customer to make them feel comfortable. And to gain the customer loyalty towards product as well as brand.

RESEARCH DESIGNA descriptive research was carried out in which a questionnaire was formed related to customer satisfaction and was circulated among the present customer of Tata Ace so that their responses can be achieve.

RESEARCH QUESTION this is not research question

All the question were asked on 5 pointer as Likert Scale. However , question was also formed for dealer to know the dealer perception about perception. include this in your research tool

The participants in the survey were the present customer of Tata Motors (Commercial Vehicle Business Unit ).


The area of the study is Tata Motors Ltd. Pantnagar Uttrakhand .

DATA COLLECTIONThe primary data was collected by circulating questionnaire to the customer of Tata Motor as well as the available secondary data from the dealer . Primary data - The primary data is collected from the various customer of the
company with the help of questionnaire and also through outside observation.

Secondary data
Data is obtained from the secondary source by seeing the objective to be achieved. Secondary data source is one that makes available data, which is collected by some other member of Administration department. The data is available from the annual report of the company, magazines, net surfing and newspaper. These are useful as it is easy to collect and are more acceptable. The data is collected through the following source:-

Through internet Through magazines

Through company manuals, report

Interview was conducted among the customer of Tata Motor and questionnaire was framed for the analysis of their responses.


The question was formed for knowing the customer satisfaction level and was circulated among the customer . The responses were then achieve and were analysis by using excel to conduct the study.





Tata Motors Limited (formerly TELCO) is an Indian multinational automotive manufacturing company headquartered in Mumbai, Maharashtra, India and a subsidiary of the Tata Group. Its products include passenger cars, trucks, vans, coaches, buses and military vehicles. It is the world's eighteenth-largest motor vehicle manufacturing company, fourth-largest truck manufacturer and secondlargest bus manufacturer by volume.[3] Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad and Pune in India, as well as in Argentina, South Africa, Thailand and the United Kingdom. It has research and development centers in Pune, Jamshedpur, Lucknow and Dharwad, India, and in South Korea, Spain, and the United Kingdom. It has a bus manufacturing joint

venture with Marcopolo S.A., Tata Marcopolo, and a construction equipment manufacturing joint venture with Hitachi, Telcon Construction Solutions. Founded in 1945 as a manufacturer of locomotives, the company manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which ended in 1969.[4] Tata Motors entered the passenger vehicle market in 1991 with the launch of the Tata Sierra and in 1998 launched the first fully indigenous Indian passenger car, the Indica. Tata Motors acquired the South Korean truck manufacturer Daewoo Commercial Vehicles Company in 2004 and the British premium car maker Jaguar Land Rover in 2008. Tata Motors is listed on the Bombay Stock Exchange, where it is a constituent of the BSE SENSEX index, the National Stock Exchange of India and the New York Stock Exchange. Tata Motors is ranked 314th in the 2012 Fortune Global 500 ranking of the world's biggest corporations.

The first car ran on India's roads in 1897. Until the 1930s, cars were imported directly, but in very small numbers. 1897 First Person to own a car in India - Mr. Foster of M/s Crompton Greaves Company, Mumbai 1901 First Indian to own a car in India - Jamshedji Tata 1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata

About Automobile Industries

In recent years the automobile industry in India has grown by leaps and bounds. The Indian Automobile Industry is manufacturing over 11 million vehicles and exporting about 1.5 million every year. About 91% of the vehicles sold are used by households and only about 9% for commercial purposes.

History of TATA Motors and Milestone

The Tata group: A Legacy of Trust More than 100 operating companies Spread across 85 countries in six different continents Employing 350,000 people

Business sectors : Communications and information technology Engineering Materials Services Energy Consumer products Chemicals

Tata Industries was set up by Tata Sons in 1945 First rolled out in 1954 First indigenously developed Light Commercial Vehicle in 1986

First Sports Utility Vehicle in 1991 Tata Siera in 1991 Tata Estate in 1992 Tata Sumo in 1994 Tata Indica and Safari in 1998 Daewoo Commercial Vehicles Company in 2004 Fiat Group Automobiles at Ranjangaon in 2005 Marcopolo in 2006 Thonburi Automotive Assembly Plant Company of Thailand in 2006 Jaguar Land Rover in 2008 Tata Nano in 2008 Prima range of trucks in 2009 Assembly plant in Rosslyn, north of Pretoria in 2011

Models Manufactured by TATA MOTORS

Tata Ace Tata Ace Zip Tata Super Ace Tata TL/Telcoline/207 DI Pickup Truck Tata 407 Ex and Ex2

Tata709 Ex Tata 809 Ex and Ex2 Tata 909 Ex and Ex2 Tata 1109 (Intermediate truck) Tata 1512 (Medium bus chassis) Tata 1612/1616 (Heavy bus chassis) Tata 1618 ( Semi Low Floor bus chassis) Tata 1623 (Rear Engined Low Floor bus chassis) Tata 1518 (Medium truck) Tata 1613/1615 (Medium truck) Tata 2515/2516 (Medium truck) Tata Starbus (Branded Buses for city, intercity, school bus and standard passenger transportation) Tata Divo (Hispano Divo; Fully built luxury coach) Tata CityRide (12 20 seater buses for intra-city use)

Tata 3015 (Heavy truck) Tata 3118 (Heavy truck) (82) Tata 3516 (Heavy truck) Tata 4018 (Heavy truck) Tata 4923 (Ultra-Heavy truck) (64) Tata Novus (Heavy truck designed by Tata Daewoo)

Tata Prima(The World Truck designed by Tata Motors and Tata Daewoo) Tata Prima LX (Stripped down version of Tata Prima) Tata Ultra (ICV Segment)

Manufacturing Units in India

Pantnagar 2007 Lucknow 1992 Sanand 2009 Jamshedpur 1945

Pune 1966

Dharwad 1997

Tata Motors Manufacturing facilities in India

Tata Motors Commercial Vehicle Business Unit

Tata Motors Commercial Vehicle Business Unit (CVBU) is spread across three locations, Jamshedpur, Pune and Lucknow. These three plants manufacture a wide range of products right from Medium Commercial Vehicles, Heavy Commercial Vehicles to Light Commercial Vehicles. With state-of-the-art facilities at these locations, the company is now the leader in commercial vehicles in each segment. It is also the worlds fifth largest medium and heavy commercial vehicle manufacturer, and the worlds second largest medium and heavy bus manufacturer. In the last five years, Tata Motors has launched over 80 new products and variants in commercial vehicles. It created a new segment by launching the Tata Ace, Indias first indigenously developed mini-truck. In order to meet the growing demand for this product, a new plant, which is the companys fourth commercial vehicle plant, has been set up at Pantnagar in Uttarakhand. Recently, Tata Motors CVBU launched a new product range - the Magic and the Winger. Magic, developed on the platform of the stupendously successful Ace, is a comfortable, safe, four-wheeler passenger transportation mode for urban and rural areas. The Winger range which is Indias only maxi-van, offers a perfect blend of the comfort of a car with the spaciousness of a bus for intra-city and long-distance transportation needs. In 2006-07, Tata Motors sold about 300,000 commercial vehicles in India, garnering a market share of about 64%.

Tata Ace Family

Tata Ace

Tata Ace was India's first mini truck Tata Ace, India's first indigenously developed sub-one ton mini-truck, was launched in May 2005. The mini-truck was a huge success in India with autoanalysts claiming that Ace had changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a new market segment termed the small commercial vehicle (SCV) segment. Ace rapidly emerged as the first choice for transporters and single truck owners for city and rural transport. By October 2005, LCV sales of Tata Motors had grown by 36.6 percent to 28,537 units due to the rising demand for Ace. The Ace was built with a load body produced by Auto line Industries.[30] By 2005, Autoline was producing 300 load bodies per day for Tata Motors. Ace is still a top seller for TML with 500,000 units sold to date (June 2010). [31] In 2011, Tata Motors invensted Rs.1000 Crore in Dharwad Plant, Karnataka with the capacity of 90,000 units annually and launched 2 models of 0.5T capacity as Tata Ace Zip, Magic Iris.[32] Ace has also been exported to several Asian, European, South American and African countries and all-electric models are sold through Polaris Industries' Global Electric Motorcars division.[33] In Sri Lanka it is sold through Diesel & Motor Engineering (DIMO) PLC under the name of DIMO Batta.
a r

TATA ACE is Indias first & favourite mini truck. Since its launch in 2007, it has revolutionized the CV industry. From 0.6 Ton Ace Zip to the 1 Ton Super Ace, the Ace family vehicles have a robust & reliable diesel engine. The high ground clearance & high loading capacity of the vehicles adds to performance.


Car like interiors for enhanced style & comfort. Meet all Indian safety norms Low maintenance coupled with Tatas reliability Over 1100 service outlets with a 24 hr helpline The Tata Ace is a mini truck launched by Tata Motors, can be used in cities as well as in rural areas. Its 12" tyres give higher ground clearance and higher loading capacity on roads

Tata Ace Facts:

Max. Speed : 70 kmph

Its strength is from rigid front axle is designed for Indian road conditions and rear leaf spring suspensions coupled with the shock absorbers provide a smooth ride and great driving comfort. Its has a small turning circle of 8.6m. The engine allows the ace to travel over 500 kms in a day. This mini truck helps in carrying the goods for a small distance created a new mini segment and has 700cc engine delivers a power of 11.3kw @ 3200 rpm and a torque of 37.5N-m @ 2000 rpm with twin - cylinder IDI engine. It gives high fuel efficiency and low-maintenance operation and has 4 - forward

synchromesh plus 1 reverse gear box with high braking performance in front disc brakes and rear drum brakes.

This model has car-like interiors and numerous accessories allow you to ride in style:

Engine start and stop with key. Styled dashboard with tray, digital clock, radio fitment provision, utility tray and clearly visible instrument cluster. Lockable glove-box for keeping valuable documents. Easily accessible hazard warning switch for emergency. Horn pad on steering wheel. Twin wiper for safe driving in rain. A spare wheel attached to the lockable swing frame at the rear.


ACE HT, having twin cylinder water cooled engine, long lead capability & best in class gradability, ensures easy climbing of roads with steep gradiants. This vehicle is Designed and manufactured using high strength steel, meets norms for frontal crash, roof crush, and rear wall strength.

Tata Ace EX

ACE EX provides you an extra features like Electronic start & stop arrangement, 5 speed gearbox with overdrive, bigger rim size of 13 inches and high ground clearence of 160mm. Make your business profitable from today!

Tata Ace Zip

Tata Ace Zip

A reliable, safe and efficient sub 600 kg micro truck with class leading features, the Tata Ace Zip has the agility to navigate narrow by-lanes

owing to its small turning radius of just 3.5 metres making it apt for both urban and rural use. With a single cylinder water cooled engine, delivering an output of 11hp and torque of 31 nm the Tata Ace Zip is set to change the way cargo is moved in the sub-600 kg category. It is the only vehicle in the sub-600 kg category to be powered by a water cooled engine enabling a comfortable travel over long lead distances. 12 radial tyres and large load body makes Ace Zip suitable for varied application. Tata Ace Zip comes with a sleek steering wheel, comfortable seats and a roomy cabin, ensuring that the driver has a fatigue free experience, resulting in higher productivity and a significantly superior earning opportunity for the operator. The ergonomically positioned dash board mounted gear shift lever enhances comfort in ride and handling while enhancing the roominess of the walk through cabin. Tata Ace Zip comes loaded with safety features like retractable seat belts and a sturdy all steel cabin, which ensures complete safety for its occupants. The micro-truck is versatile and adapts seamlessly to different terrains and road conditions. The vehicle comes with a warranty of 36000 km/ 12-month, whichever is earlier.Tata Ace Zip, BSIII version, is priced at Rs. 1.90 lakh, ex showroom Thane (without octroi).

Super Ace

The Super Ace version is powered by a four cylinder, 1.4 L (1405 cc) 475 IDI turbo intercooled diesel engine producing 70 bhp (52 kW; 71 PS), power steering that translates to a reasonably powerful small truck with a carrying

capacity of one ton, and can attain a top speed of 125 km/h (77.7 mph). The load area is larger at (LxW) 8.63 X 4.79 feet. Loading capacity is 1 tonnes. The Super Ace looks slightly different with a different grille and offers more driver comforts such as lockable glovebox, bucket seating at front, provision for mobile charger, rear view mirrors on both sides and sun visor. Tata has sold more than 30,000 Super Ace in the domestic market Tata Motor's powerful and ultra stylish one ton mini truck-super ACE with a fast turnaround time has large deck length and a comfortable ride. The vehicle is an ideal solution for turnaround and volume based applications for goods movement for both, intra-city movement inside congested cities as well as long distance travel from one city to another.Comfortable drive at high speeds leads to more trips per day.

Tata Ace Magic

Tata Ace Magic, having a capacity of 702 CC, shows great performance over the terai belt of Nepal. It has got best safety standard, maximum space and comfortable seat which gives passanger a pride for travelling.

Tata Ace CNG

The Tata Ace CNG pick up is a versatile vehicle. It is corporation well known and proven feature of Tata Motors precision & advanced technology. The high maneuverability and economic life cycle cost make this vehicle ideal for urban & rural areas for operation as pick up truck. Thus Tata Ace CNG is most suitable for trade, craftsmen, services industries, agriculture &forestry commercial establishment Gov. undertaking etc. The Tata ace 275 CNG is Indias first MPFI (multi point fuel injection ) mini truck on CNG, offering good pick up and engine performance. It is equipped with declaration cut off for better fuel economy, another first in its category . Unlike other CNG vehicle the Ace CNG comes with a user friendly CNG land in dicater . The Ace meets all safety norms including frontal cash , roof crush and rear wall strength . To ensure the safety of the driver & co driver seat belts are slandered fitment Another never before safety feature is distributor less, non wasted. Spark ignition with misfire detection . It has an ergonomically designed all steel cabin including elegant two toned seats, clear instrument cluster utility trays , magazine pocket, twin blade, twin speed wipers and combination switches . Disc and drum brakes in the front & rare respectively ensure high performance in sudden braking while the large windscreen & rear window allows for higher level of vision & clarity.

Customer service

With the basic objective of increasing customer satisfaction and loyalty, the Customer Service is always at work to exceed the customer expectations. The department works as strong link between the company and the customer. The department continuously meets the end customers to ascertain the evolving needs and capture feedback for enhancing the product quality. The meetings are in the form of visits, technical seminars, dealer/TASS conferences etc. With a vast and strong network of Dealers and Tata Authorised Service Stations (TASS) across the country, the department is fully equipped to handle all the service needs of a Tata Commercial Vehicle customer.

It is our constant endeavor to minimize downtime, reduce repeat failures, decrease the cost of service and to address the concerns of the customer, we are providing a variety of offerings in form of certified garages Suvidha, Mobile Van Service, Workshops of Dealers & TASSs in all nook & corner of the country, continuous training and honing of skills of authorized workshops, and many more. We also have a Customer Assistance Center which is a 24x7 operations with a toll free no - 1800 209 7979. It gives assistance on any Sales/Service/Product issues and Spares parts availability to all our customers in India. In the international markets, we have a strong local presence in focus markets. A TATA team is resident in these markets to oversee & resolve all customer issues. A network of dealers spread across these countries ensure our presence today in about 40 markets world wide

We care
Caring is integral to our ultimate goal of excellence. In everything we do, from meeting our social and environmental responsibilities to ensuring customer satisfaction, we truly care.

CUSTOMER CARE TEAM The Customer Care Team is your single point of contact for upkeep of vehicles through its entire life span. The principle objective of this department is to offer quality service and ensure the availability of TATA Genuine Parts through the vast network of Dealers, Tata Authorised Service Stations & Distributors spread across India. The network today is 1100 strong. Besides offering service & spares, we also offer a variety of other products to address the needs of our customers viz., Annual Maintenance Contract, Aggregates, Refurbished Vehicle, Reconditioned Aggregates & Training.


Sampoorna Seva Package Covers : It is a comprehensive service package and a complete solution for the upkeep of your vehicle. At a pre fixed price , routine maintenance, oils & filters change, hub greasing & all type of repairs including wear & tear items will be done by us free of cost on your vehicle during the contract period. Even highway support or any break down will be attended by us through our dealers/TASS network free of cost. This will not only ensure trouble free long operation with max up time, but also save you from service botheration and follow ups. Your driver will be trained by us and he can visit any of our authorized workshops, widely available across the selected highways and avail of service/repairs without even bothering you for the same Sampoorna Seva means A complete Care of your Vehicle

Tata Ok
Tata OK is certified pre-owned commercial vehicle program of Tata Motors Limited and provides ultimate convenience to customers trying to buy a preowned commercial vehicle or sell their existing truck. TATA OK started the project in south India with their dealer PRERANA MOTORS (Sold over 10,000 ACE's in 5 Years in Bangalore& Mysore). At present TATA OK is started with certifying preowned TATA ACE.


Owner Card

You get a TATA Delight owner card on enrolment. This card helps you to earn, accumulate and redeem points earned at the TATA Motors Dealers, TASSes and Distributors. This card will carry your details like name, validity period, etc. As more program partners come on board, you can use your TATA Delight owner card at partner outlets too! Chassis Card

You get a TATA Delight chassis card on registering your TATA commercial vehicles. All TATA commercial vehicles owned by you bought on or after January 1, 2009 can be registered in the program. You get one chassis card per registered TATA vehicle.





DATA INTERPRETATION - data presentation in graphs should be in % , there should a title to each figure, titles, name scale.
1. Which Model do you have of Tata Product ?
Model No of Vehicles

Tata ace Ace CNG Super Ace Ace Zip

89 0 4 7



Interpretation- It can be interpreted from above figure that 89 of people

have Tata ace & 7 have Ace Zip & 4 have Super Ace. It is good sign for the company that so many people in CVBU prefer Tata Ace because it is increasing the sales volume and profit maximization of the company.

2. How did you come to know about Tata Ace? % sign should be used where
ever needed
(A) News paper (b) TV advertis ement (c) Friends (D) others specify

25 23 29

Is it 23 people or 23% ??

Interpretation- It can be interpreted from above figure that 29% people

know about the product from other like Company , Word of mouth & 25% of the people know about the product through TV advertisement & 23% from newspaper & 23% from friends. It shows the brand reputation of the company and customer are loyal for brand that is why they purchase the product on the other person statement. use the terms reference / word of mouth

3. Mode of payment to buy Tata vehicle ?

(A) By cash ( ) (B) By Loan ( ) (C) Both Loan + Cash 15 85 0

Interpretation- It can be interpreted from above figure that 85% of people

have purchase their product by loan and 15 % from cash it shows that company give the first priority to their customer so that they will not be disappointed, they can use the product and can pay their installment with in long time duration.

4. Kindly rate the features of Tata vehicle.

1 Poor, 2 Average 3 Good 4 Very good 5 Best
Looks of the vehicl e Best Very good Good Avera ge Poor 15 61 15 9 Mileag e of the vehicl e 27 48 21 4 Drivin g comfo rt 96 1 3 0 Pic k up 1 24 56 13 6 1 Brand reputati on 96 3 After sale servi ce 13 57 24 5 1 Availabili ty of spares 7 38 42 12 1

Pric e 14 55 24 7

Maintenan ce 33 47 18 2

InterpretationIt can be interpreted from above figure that If we see the looks of vehicle then 60% of the people rated this as very good which is good sign of the company & 15% rated as best, 15% rated as good & 9% average However out of the 100 none of the customer rated the looks as poor which is good sign of the company. In the Mileage of vehicle 48 % of people rated as very good and 27% best, 21% good and 4% rated as average and none of the customer rate the mileage of vehicle is poor. In the price of the vehicle 55% of the people rated it as very good which shows the company manufacture Tata ace family product for every kind of customer. The product price is very economical.

And Product maintenance is very good 47% people rated it as very good and 33% rated as best. The product is very comfortable for drive so that is why 96% of the people have rated driving comfortable as best. 56% people rated product pick up is good and 24% is very good and 13% rated as average. So it shows people do not face many problem in the pick up of vehicle. Brand reputation of the company is best 96% people rated it as best and 3% very good and 1% of the people rated it as good . and so many people trust on this brand . After sale service is very good of the product 57% people have said this statement. It shows the customer care of Tata motors provide a better service to their customer. In the market there are Tata product parts are easily available so that 42% people rated it as good and 38% people rated it as very good.

5. The cost of running of a Tata Ace?

1 Very economical 2 Economical 3 Average 4 Expensive 5 Very expensive 10 58 23 9 0

InterpretationIt can be interpreted from above figure that if we can see there are 58% rated have said the product is economical. This product is for all level of customer (higher , middle, lower) as well as price is also suitable for the customer.

6. Give rating for the following attribute of show room

1 Poor, 2 Average, 3 Good, 4 Very good, 5 Best
Availabil ity of product
Best Very good 37 49

Knowledge of sales person

96 4

Service s
22 49

Infrastructur e
98 1

Good Average

14 0

0 0

28 1

1 0

Interpretation- It can be interpreted from above figure that 49% have

rated for the availability of product is very good and 37% have rated it as best . it shows that the product is available every time in the showroom of Tata Motors. This figure shown that 96% of the people says that the knowledge of the person was best so that customer get easily understand policy, rules and feature of the product. In the above figure 49% of the people says that the Tata motors provide very good services to their customer . and 22% says best and 28% people says good. 98% people rated the infrastructure of the show room is best . 1% rated as very good & 1% rated as good. 7. Give rating to the following offers that attract you most 1 Poor, 2 Average, 3 Good, 4 Very good, 5 Best
Festival offers Exchange offer 3 42 Special offer 0 23 Special Gift 0 11 Cash discount 17 42

Best Very good

1 26

Good Avera ge Poor

53 19 1

28 27 0

47 28 2

57 30 2

36 4 1

Interpretation- It can be interpreted from above figure that 53% of the

people get the festival offer and they have rated it as good & 26% of the people rated as very good 19% of the people rated as average. In the exchange offer there are 42 % of the people have rated as very good & 28%people rated as good and 27% people rated as average. However so many people have rated as very good to exchange offer and it is good for the company so that customer will be in touch of the company and will get the information about new offer. 47% of people rated the special offer as good and 27% rated as average & 23% rated as very good. Same as in special gift 57% of people rated it good that mean those people knows about new offers and they are using those services of Tata product . In the cash discount 42% of people rated it as very good and 36% of people have rated as good . it shows that those people are happy with mode of payment and the company also provide the facility of loan so that they can pay their money in installment

8. Which of the following facilities/services do you expect from dealer?

A. Informative Salesman B. Discount C. Quick Service 0 20 28

D. Finance Facility E. Free Accessories F. Spares Part

11 24 17

InterpretationIt can interpret in the above figure that 28% of people choose they expect from their dealer that he provide them a quick service of the vehicle. 24% says free accessories and 20% says cash discount.

9. Did you know any Service product of Tata?

a. AMC b. Extended 53 33

warranty c. Tata delight d. Tata ok e. none

0 1 13

InterpretationIt can interpret in the above figure that 53% people getting the AMC service, & 33% are getting Extended warranty . It is a good thing for the company that their customer are in touch of the company after sale the product.

10. Are you satisfied with Tata product?

a. Yes 88

b. No


InterpretationIt can interpret in the above figure that out of the 100 people , 88% of the people are the satisfied by using the Tata product. & 12% are dissatisfied with product. However it is good sign for the company that the most of the people are satisfied with the Tata product and they are loyal for the brand .

FINDING - your findings need to be more indepth include your analysis of dealers here ..

6 customers are not happy with pickup issue in Tata Ace. Very few customers are having the problem of not getting offers, gift and calls of new offers in the time to time. Some customers are not getting the Tata product services and 13% of the customer didnt even know about the services which can help to maintain their product.
It is observed that customer expect from their dealer that they provide them quick service & free accessories of the product. Majority of the customers prefer to buy their vehicle by loan (85%).

Data analysis also shows that in most of the cases cost of running Tata vehicle is considered economical.

RECOMMENDATION - expand your suggestions these need to be covered in at least 2 pages.

For any Product issue Dealer technical personal will attended the complaints and satisfy the customer. Trained the Call center personal for new schemes related to service. Quick service bay should be installed for more productivity and more revenue. Free service washing / Greasing coupons will provide the customers for their satisfaction. Customer meet / Fleet customer meet and campaign will organize for achieving customer satisfaction. Home Visit required for Key Customers Drivers training required for better product performance which will help the Customer satisfaction with more product life.


In my study, It was found that many of the customer are satisfied with the Tata Ace product & its services. Study was to achieve the customer satisfaction, proper service support and sales support is required already been mentioned on the previous pages. We need the ground reality and product feedback to understand the better customer requirement which enhances the market share of any segment. Conclusion has be more expressive. What did you understand about the companys operations / sales / customers ? To identify the factors which influence on consumer decision while purchasing commercial vehicle - you have not addressed this objective To identify the factors which influence on consumer decision while purchasing commercial vehicle - you have not addressed this objective Your report does not include Industry overview pls include that as well it will be before company overview.



1. Which Model do you have of Tata Product? a. Tata ace b. Super Ace c. Tata magic d. Ace zip so, do you have own / rented ? ____________________________ f. IRIS g. Venture e. Ace CNG

2. How did you come to know about Tata Ace? (A) News paper ( ) (B) Friends ( ) (C) TV advertisement ( ) (D) others specify ____________

3. Mode of payment to buy Tata vehicle ? (A) By cash ( ) (B) By Loan ( ) (C) Both Loan + Cash

4. Kindly rate the features of Tata vehicle. 1 Poor, 2 Average, 3 Good, 4 Very good, 5 Best 1 Looks of the vehicle Mileage of the vehicle Price maintenance Driving comfort Pick up Brand reputation After sale service Availability of spares 2 3 4 5

5. The cost of running of a Tata Ace: 5 Very economical

4 Economical 3 Average 2 Expensive 1 Very expensive

6. Give rating for the following attribute of show room 1 Poor, 2 Average, 3 Good, 4 Very good, 5 Best 1 Availability of product Knowledge of sales person Services Infrastructure 2 3 4 5

7. Give rating to the following offers that attract you most.

1 Poor, 2 Average, 3 Good, 4 Very good, 5 Best 1 2 3 4 5

Festival offers Exchange offer Special offer Special Gift Cash discount

8. Which of the following facilities/services do you expect from dealer? A. Informative Salesman B. Finance Facility C. Discount D. Free Accessories E. Quick Service F. Spares Part

9. Why would you choose Tata Ace ?

__________________________________________ ___________________________________________ ____ __________________________________ _____________ 10. Are you satisfied with Tata Motors Customer Care?
a. Yes b. No 11. Did you know any Service product of Tata? a. b. c. d. AMC Extended warranty Tata delight Tata ok

12. Are you satisfied with Tata product? a. Yes b. No If No, then why ? ___________________________________________ ___________________________________________ ____________________________________________ ____________________________________________


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Mr. Girish Chandra Pant Amit Auto Wheel Private Limited

(Commercial vehicle delear)