A STUDY ON

“CUSTOMER SATISFACTION AFTER SALES SERVICES”

WITH SPECIAL REFERENCE TO
SRI RANGA MOTORS

1
 ABSTRACT

Car buyers were surveyed on aspects of customer service during their buying
journey, with the data also revealing that elements such as the mechanical standard of
vehicle (13.3%) and the cleanliness of a vehicle (13.1%) contribute around 13% increase
each for promoter scores, completing the top five aspects of the customer experience for
car buyers.

Other, lower ranked elements of the customer experience included contact after delivery,
making up for just less than a 2% (1.5%) increase on promotor scores if satisfaction is
improved of promoter scores and finance offerings, contributing to less than a one per
cent increase (0.8%).

Addley said: “Our research highlights the importance of positive, face-to-face customer
interactions, as three of the top aspects of the customer experience all revolve around the
attitude and explanations carried out by salespeople during the buying process.

"Your salespeople are the face of your dealership and brand, so it’s crucial that they
adhere to your high standards of customer service, to maximise current or repeat
business. Make a Fan, not just a sale.”

2
 INDEX

CH. NO. CONTENTS PAGE

NO.
CHAPTER -1 INTRODUCTION

NEED &IMPORTANT OF THE STUDY

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

RESEARCH METHODOLOGY

LIMITATIONS OF THE STUDY

CHAPTER -2 THEORITICAL FRAME WORK

CHAPTER -3 COMPANY PROFILE

INDUSTRY PROFILE
CHAPTER-4
ANALYSIS & INTERRETATION OF THE STUDY
CHAPTER -5
FINDINGS
SUGGESTIONS

CONCLUSIONS

BIBLIOGRAPHY

3
 CHAPTER-1
INTRODUCTION

INTRODUCTION

4
 This project has been made on the research problem “Customer Satisfaction At
TATA MOTORS”.
The objectives of research are to identify level of customer satisfaction over Price,
products and customer service at TATA MOTORS stores and accordingly deliver
solution to increase that.

Why and How to Measure Customer Satisfaction?

Most companies say they believe in great customer service, but few set up a system to
insure that they provide it. Delivering great customer service takes both understanding
what your customers want and a way to see that they receive it.

Measuring Customer Satisfaction:-

There are several ways to gather input from customers. The simplest way to find out how
customers feel and what they want is to ask them. If you have only 20 customers, you can
talk to each one personally. The advantage of this approach is that you'll get a personal
"feel" for each customer. The disadvantage is that you'll gather different information
from each customer depending on how the conversation goes.
Here are a few of the possible dimensions we could measure:
 quality of service
 speed of service
 pricing
 complaints or problems
 trust in your employees
 the closeness of the relationship with contacts in your firm
 types of other services needed
 your positioning in clients' minds

NEED AND IMPORTANT OF THE STUDY

Today's competitive marketplace requires every organization to listen to the voice

of its customers. A customer service survey can provide management with valuable input

5
on both short-term and long-term decision-making. It can offer critical operational and
strategic advantages over the competition.

Here is a customer satisfaction survey on ‘customer satisfaction at SRIRANGA

MOTORS (TATA MOTORS ) stores which includes some information like ‘satisfaction
on price’, goods and customer service.

OBJECTIVE OF THE STUDY

6
 Company should take customer oriented thinking which requires giving chance to
customer to think and state about his or her need.
 Company can respond to customer’s requests by giving customers what they
want, or what they need.
 Company should try to convert somewhat satisfied customer into very satisfied
customers. Company can do this thing if:
 Company able to identify the customer’s need and requirements.
 The product or service should match customer’s expectations.
 I recommend that company must make sure that the customer’s orders are filled
correctly and on time.

7
 SCOPE OF THE STUDY

 We know that we cannot satisfy every need or demand but we can define our
target market and try to fill all the requirements of that market.

 Company must stay in touch with customers after the sale to ensure that they are
satisfied and remain satisfied.
 Company must gather customer ideas for product and service improvements and
convey them to the appropriate company departments.

8
 RESEARCH METHODOLOGY

Research Problem: - “customer satisfaction at SRIRANGA

MOTORS ( TATA MOTORS)”

Purpose of Research:-
To identify level of customer satisfaction over Price,
products and customer service etc.

Research Design:-

“Descriptive”
To find out the level of customer satisfaction I used Survey research
and experimental research in which I interviewed persons on one to
one basis using a structured questionnaire.
Sampling Design:-
Population: - Walk-in customer and Loyalty card holders.

Sampling Method: - Probability Area sampling method

Sample Size: - 100 customers of SRIRANGA
MOTORS ( TATA MOTORS)”

Data collection:-
Instrument: - Questionnaire
Method: - Personal interview

9
 LIMITATIONS

 The Site is provided without any warranties or guarantees and in an “As Is”
condition. You must bear the risks associated with the use of the Site.

The Site provides content from other Internet sites or resources and while SRIRANGA
MOTORS ( TATA MOTORS)”
 .in tries to ensure that material included on the Site is correct, reputable and of
high quality, it cannot accept responsibility if this is not the case.
 TATA MOTORS .in will not be responsible for any errors or omissions or for the
results obtained from the use of such information or for any technical problems
you may experience with the Site.

10
 CHAPTER-2

THEORETICAL FRAME WORK

11
 THEORETICAL FRAME WORK

This project has been made on the research problem “Customer Satisfaction at TATA
MOTORS”.
This is a descriptive research study because there is a need to identify level of customer
satisfaction over Price, products and customer service etc. through customer survey.
For sampling I use probability sampling technique in which I use Area sampling method
which include questionnaire and this questionnaire revels information about customer
satisfaction level on price, product and customer service etc.
Interrogation through personal interview has been used as a data collection technique and
questionnaire is data collection instrument, which is close-ended & open ended. After
getting these filled from respondents I made some pie charts. Then the pie charts were
analyzed to reach the conclusions.
After analyzing the satisfaction level of customer on price, products and customer service
it has come to know that customers are demanding higher product quality, fast delivery,
better service and lower prices.

The most important thing which is learned from this project is how to conduct a research
on a particular problem by using different research methodology techniques.

It helped a lot to apply theoretical knowledge in to the practical life. This project also
helped in improving the communication skills through interacting with the people in the
market.
This project has been made on the research problem “Customer Satisfaction at TATA
MOTORS”.
This is a descriptive research study because there is a need to identify level of customer
satisfaction over Price, products and customer service etc. through customer survey.
For sampling I use probability sampling technique in which I use Area sampling method
which include questionnaire and this questionnaire revels information about customer
satisfaction level on price, product and customer service etc.

12
Interrogation through personal interview has been used as a data collection technique and
questionnaire is data collection instrument, which is close-ended & open ended. After
getting these filled from respondents I made some pie charts. Then the pie charts were
analyzed to reach the conclusions.
After analyzing the satisfaction level of customer on price, products and customer service
it has come to know that customers are demanding higher product quality, fast delivery,
better service and lower prices.

The most important thing which is learned from this project is how to conduct a research
on a particular problem by using different research methodology techniques.

It helped a lot to apply theoretical knowledge in to the practical life. This project also
helped in improving the communication skills through interacting with the people in the
market.
Organized retail is definitely a sunrise sector in India but to say that it is a sunrise sector
for entrepreneurship would be wrong. Entrepreneurship is required in those fields in
which an individual can go in with small capital and his expertise and go on to create a
company which usually yields returns of the order of 10x or more.
The ‘natural barriers’ to enter into organized retail are so large that it would not be wise
for and an entrepreneur to jump into it and think that he will be able to compete with the
likes of Reliance, Bharti, Wal-Mart etc. Also, organized retail is something which tests
your operational and logistics skill rather than entrepreneurship abilities.
Though organized retail is in practice around the globe for many decades now, it’s only
now that it is making an entry into India in a big way. The reasons for this are many.
With a booming economy and burgeoning middle class the shopping habits of Indians are
changing fast. Malls and multiplexes and making headway into tier II and tier III cities
also after mushrooming in the metros. Also the fact that organized retail accounts for
only 3% of retail sales in India there’s a huge untapped potential. So much so that every
conglomerate wants a piece of the pie.
No wonder that every business house from Birlas to Ambanis is busy chalking out their
retail plans. Though it will be too early for them to start counting their chickens as the

13
government policy is still hazy and huge amount of expertise is required to run a pan-
India retail network. There is scarce managerial talent in retail business and salaries are
already skyrocketing.
The government is still in process of studying the effect of organized retail on ‘mom-n-
pop’ stores and the economy as a whole. There is huge pressure on government from
foreign multinationals to allow FDI in retail. Of course local giants are keen to put their
plans in place before foreign players are allowed to move in. The bleak chances of FDI in
retail have forced foreign retail giants to look for local partners. Bharti has joined hands
with Wal-Mart after failed talks with UK giant Tesco. Shopper’s stop has inked a deal
with UK’s Home Retail group to develop Argos retail stores. Bombay Dyeing has tied up
with France’s Auchen.Local retailers who already have a huge presence in India include
Future Group (former Pantaloons), Subhiksha, Shopper’s Stop, RPG group. While
Reliance retail, Tata, Bharti and Aditya Birla group are soon to start rolling out their
retail plans.
The most bullish of them all is Reliance with plans to invest Rs. 25,000 crore in its retail
venture. With Mukesh Ambani in driving seat there’s little doubt that reliance will
change how Indians shop. His plans include selling everything from vegetables to cars
under one roof and even deploying cargo planes to make sure that you get fruits and
vegetables ‘farm-fresh’. Reliance has already opened 50 ‘Reliance Fresh’ stores with the
very first in Hyderabad. Reliance plans to launch 1000 stores by this year end. Reliance
Retail will launch its hypermarket, supermarket and specialty formats in April-June
quarter this year. Reliance and Bharti also have plans to set up Micro Finance Institutions
along with their retail chains. While Bharti will also offer telecom services in its retail
stores.As a result of hyper growth plans and rushed hiring, most retail ventures are
struggling to keep pace. A massive churn is already taking place in retail space while real
estate prices in prime locations are going over the roof. Most retail ventures are going in
for mixed strategy when acquiring retail space. Some are just buying the land and then
building their stores while others are buying finished commercial space or just renting it.
When there is a huge competition in market it’s always a win-win for consumers. They
can expect better services from ‘mom-n-pop’ stores and great bargains at their local mall.
After all, it’s all about the customers. To keep the prices low the retailers are doing

14
everything from buying cargo planes to sourcing fruits and vegetables directly from
farmers. Also the retail stores promise to give the consumers more choices and a better
shopping experience.
With the economy growing at 10%, nobody is complaining about the money being put in
behind these retail ventures. Though, initially there will be a few surprises and a few new
lessons learnt the long term story looks promising.
India represents an economic opportunity on a massive scale, both as a global base and as
a domestic market. Indian Retail sector consists of small family-owned stores, located in
residential areas, with a shop floor of less than 500 square feet. At present the organized
sector accounts for only 2 to 4% of the total market although this is expected to rise by 20
to25%onYOYasis.
Retail growth in the coming five years is expected to be stronger than GDP growth,
driven by changing lifestyles and by strong income growth, which in turn will be
supported by favorable demographic patterns and the extent to which organized retailers
succeed in reaching lower down the income scale to reach potential consumers towards
the bottom of the consumer pyramid. Growing consumer credit will also help in boosting
consumerdemand.The structure of retailing will also develop rapidly. Shopping malls are
becoming increasingly common in large cities, and announced development plans project
at least 150 new shopping malls by 2008. The number of department stores is growing
much faster than overall retail, at an annual 24%. Supermarkets have been taking an
increasing share of general food and grocery trade over the last 2 decades.
However, Distribution continues to improve, but it still remains a major inefficiencyPoor
quality of infrastructure, coupled with poor quality of the distribution sector, results in
logistics costs that are very high as a proportion of GDP, and inventories, which have to
be maintained at an unusually high level. Distribution and marketing is a huge cost in
Indian consumer market government has relaxed regulatory controls on foreign direct
investment (FDI) considerably in recent years, while retailing currently remains closed to
FDI. However, the Indian government has indicated in 2005 that liberalization of direct
investment in retailing is under active consideration. It has allowed 51% FDI in “single
brand”retail.
The next cycle of change in Indian consumer markets will be the arrival of foreign

15
players in consumer retailing. Although FDI remains highly restricted in retailing, most
companies believe that will not be for long. Indian companies know Indian markets
better, but foreign players will come in and challenge the locals by sheer cash power, the
power to drive down prices. That will be the coming struggle.
This report discusses the scenario of organized retail industry in Ludhiana city of Punjab
and the opportunities available for companies based on key statistics. I have answered
Key questions like:
 What is the market size and scope of the Organized retail industry in Ludhiana?
 What is the size of organized market segment wise & its growth prospects?

Who are the major players of Retail Industry in Ludhiana, their impact on the
unorganized retail outlets?

FMCG RETAIL IN INDIA

India is one of the largest emerging markets, with a population of over one billion. India
is one of the largest economies in the world in terms of purchasing power and has a
strong middle class base of 300 million.
Around 70 per cent of the total households in India reside in the rural areas, where mostly
traditional retail outlets, commonly called kirana stores exist. These are unorganized,
operated by single person and runs on the basis of consumer familiarity with the owner.
However, recently organized retailing has become more popular in big cities in India and
most of the metropolitan cities and other big cities are flooded by modern organized retail
stores. Many semi-urban areas also witnesses entry of such organized retail outlets. Till
now, entry of foreign retailers was restricted in Indian retail market because of the ban on
Foreign Direct Investment in Indian Retail Sector. But recently, as government has
changed its policy and the cabinet has allowed 51 per cent FDI in single-brand retail, the
prospects of foreign players entering India became high. India is called a nation of shop
keepers and organized retail which has just made an entry has a very small share
estimated between 2-4% of total retail in the country. The entry of major retailers in the
country has raised passions among the politicians, policy makers and smaller retailers
that the presence of bigger organized retailers would lead to the elimination of the smaller

16
shop keepers leading to a large scale problem of unemployment and maybe even social
problems.

17
 CHAPTER-3

COMPANY PROFILE

&

INDUSTRY PROFILE

18
 COMPANY PROFILE
Sri Ranga Motors Private Limited is a Private incorporated on 05 March 2008. It is

classified as Non-govt company and is registered at Registrar of Companies,

Vijayawada. Its authorized share capital is Rs. 30,000,000 and its paid up capital is

Rs. 22,964,100. It is inolved in Manufacture of motor vehicles

Sri Ranga Motors Private Limited's Annual General Meeting (AGM) was last held on

30 September 2019 and as per records from Ministry of Corporate Affairs (MCA), its

balance sheet was last filed on 31 March 2019.

Directors of Sri Ranga Motors Private Limited are Bhanu Prasad Lingamaneni,

Chandra Sekhar Yarlagadda, .

Sri Ranga Motors Private Limited's Corporate Identification Number is (CIN)

U34103AP2008PTC057990 and its registration number is 57990.Its Email address is

srirangamotorspvtltd@yahoo.co.in and its registered address is SURVEY NO 50/2,

N.H. 43 ROAD, NEAR R.T.O. OFFICE, K.L.PURAM VIZIANAGARAM AP

535001 IN , - , .

Current status of Sri Ranga Motors Private Limited is - Active.

Company Details

CIN

U34103AP2008PTC057990

Company Name

SRI RANGA MOTORS PRIVATE LIMITED

19
Company Status
Active
RoC
RoC-Vijayawada
Registration Number
57990
Company Category
Company limited by Shares
Company Sub Category

Non-govt company

Class of Company

Private

Date of Incorporation

05 March 2008

Age of Company

12 years, 9 month, 25 days

Activity

Manufacture of motor vehicles

Click here to see other companies involved in same activity.

20
 INDUSTRY PROFILE
1) INDIAN AUTOMOBILE INDUSTRY PROFILE

In India there are 100 people per vehicle, while this figure is 82 in china. It is expected
that India automobile industry will achieve mass motorization status by 2014.
INTRODUCTION
Since the first car rolled out on the streets of Mumbai (Bombay) in 1898, the Automobile
Industry of India has come a long way. During its early stages the auto industry was
overlooked by the government and the polices were also not favorable. The
Liberalization police and various tax reliefs by the Govt. of India in recent years have
made remarkable impact on Indian Automobile industry. Indian auto industry, which is
currently growing at the pace of around 18% per annum, has become a hot destination for
global auto player like Volvo, general motors and ford.
HISTORY

The automobile history dates back to the late 18th century. Nicolas Joseph Cugnot, a
French engineer is credited with inventing the first self-propelled automobile.

Cugnot's vehicle used steam power for locomotion. The vehicle found military
application in the French army. Cugnot's automobile was never commercially sold.

In the beginning automobile industry was dominated by steam-powered vehicles. The

vehicles were expensive and difficult to maintain. The incidence of frequent boiler
explosions also kept potential purchasers away. Commercial history of automobiles
started with the invention of gasoline powered internal combustion engines. The German
inventor, Karl Benz constructed his first gasoline powered vehicle in 1885 at Mannheim,
Germany. Commercial production of Benz cars started in 1888.

The early 1900s saw many automobile manufacturing companies coming into existence
in a number of European countries and the United States. The first mass produced
automobile in the United States was the curved-dash Oldsmobile. It was a three-

21
horsepower machine and sold 5,000 units by 1904. The economics of the US car market
was disrupted by the arrival of Henry Ford and his Model T car. The Model T was the
world's first mass produced vehicle- a million units were sold by 1920- a space of 10
years.

INDIAN AUTOMOBILE INDUSTRY:-

Indi’s automobile sector consist of the passenger cars and utility vehicles, commercial
vehicles, two wheelers and tractors segment. The total market size of the auto sector in
India is approximately Rest 540 billion and has been growing at around 8 percent per
annum for the last few years. Since the last four to five years, the two wheel segment has
driven the overall volume growth on account of the spurt in the sales of the motorcycle.
However, lately the passenger cars and commercial vehicles segment has also seen a
good growth due to high discount lower financial rate and pickup in industrial activity
respectively.
The automobile industry is fairly concentrate as in most of the segment two or three
players has cornered a major chunk of the total sales. For instance in passenger car
segment, MUL, Tata Motors and Hyundai motors control around 85% of the total annual
sales. Similarly, in the two wheelers segment the sales volume of Hero Honda, Bajaj auto
and TATA motors constitute around 80% of the total sales and in the commercial vehicle
segment the market leader Telco controls around 56% of the total annual sales. The auto
components industry on the other hand is highly fragmented through there are dominate
players in some of the critical segment.
The expected rise in income levels, wide choice of models and easy availability of
finance at low interest rates will drive growth in passenger cars segment, which is likely
to be over 12 percent per annum for a next four to five years. Two wheelers growth is
likely to marginally slow down, but still grow at an average annual growth rate of around
10 percent.
The commercial vehicles segment is likely to grow at a rend rate of 6-8 percent driven
mainly by the increase in industrial and economic activity on account of the expected
growth in the economy, though annual growth rates may fluctuate widely with the
cyclical ups and downs of the economy. Tractor industry growth is likely to turnaround

22
and posts a growth in volume in 2016-15. However, it will likely to turnaround and posts
a moderate growth of around 4-5 percent annual growth rate over the medium term.
The Indian automobile industry is going through a phase of rapid change and high
growth. With the new project coming up on a regular basis the industry is undergoing
technological change. The major players are expanding their plants and focusing on mass
customization, mass production, etc…..
Nearly every automobile company is investing at a higher rate than ever before to achieve
a high growth trajectory. The overall investment in the sector has been increasing quite
rapidly. It is expected that by the end of the 2016-15 Indian automobile sector will be
investing a huge amount 40,000 crores.

23
THE KEY PLAYER IN INDIAN AUTOMOBILE INDUSTRY ARE:-
 Maruti Udyog Limited
 Hero motors limited
 Tata groups
 Bajaj Auto limited
 Mahindra group
 Ashok Leyland
 Yamaha motors India
 Hyundai motors India limited
 Toyota kirloskar motors privates limited
 Honda Siel cars India limited
Background and inception of the company

Company Profile Tata Motors Limited 2 Headquarters - Mumbai. TML is currently

headed by Ratan Tata. Tata Motors manufactures HCV, LCV, Passenger cars, MUV and
Military Vehicles. Global operations - UK, South Korea, Thailand and Spain. TML -
world's fourth largest truck manufacturer. World’s second largest bus manufacturer.

Tata Motors Limited is India's largest automobile company, with consolidated revenues
of Rs. 92,519 crores (USD 20 billion) in 2016-10. It is the leader in commercial vehicles
in each segment, and among the top three in passenger vehicles with winning products in
the compact, midsize car and utility vehicle segments. The Company is the world's fourth
largest truck manufacturer, and the world's second largest bus manufacturer.

The Company's 24,000 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."Established in 1945, Tata Motors' presence indeed cuts across the length and
breadth of India. Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled
out in 1954. The Company's

24
 HUMAN RESOURCE MANAGEMENT:

Personnel management is that part of management process which is primarily

concerned with the human constituents of an organization.
Objectives:

 To help the organization reach its goals.

 To employ the skills and abilities of the workforce efficiently.

 To provide the organization with well-trained and well-motivated employees.

 To increase to the fullest the employee’s job satisfaction and self-actualization.

 To develop and maintain a quality of work life.

 To communicate HR policies to all employees.

 To be Ethically and Socially Responsive to the needs of society.

Importance:
 Social significance: proper management of personnel’s, enhances their dignity by
satisfying their social needs.

 Professional significance: By providing healthy working environment, it promotes

team work in the employees.

 Significance for Individual Enterprise: It can help the organization in

accomplishing.

HR VISION :

Lead and Facilitate continuous Change towards organisational Excellence ; create

a learning And vibrant organisation with High sense of pride amongst its Members

25
FOCUS OF EFFECTIVE MANAGENENT PROCESS
 Top Driven HR – MD is also Director HR
 HR’s role of a facilitator
 Line managers as HR Managers
 Year of the Customer –

HR INTERNAL CUSTOMER FOCUS

 Focus on Internal & External Customer

INDUCTION SUCCESSION:
 Transparent Recruitment & Selection process
 Recruitment on an All India Basis – no sectoral or
 Region specific
 Recruitment of Best available Talent in the Country

ENGINEERS – CAMPUS - IITS/RECS/RORKEE/HBTI

 ALL-INDIA TEST
 MBAs – IIMs/XLRI
 CAs - Rank Holders
 Technicians - ITI’s diploma holders after All
 India Exam & Apprenticeship In MUL
 Lateral Entry for Experienced Professionals

26
 GLOBAL SCENARIO

The passenger car segment has emerged as a major driving force for upstream
industries like steel, iron, aluminum, rubber, plastics, glass, and electronics and
downstream industries like advertising and marketing, transport and insurance. The car
industry generates large amount of employment opportunities in the economy. For
example in the US, every sixth worker is involved in the making of an automobile.

The global automotive car market is growing at a rate of only 2 percent per annum and is
not expected to pick up in the near term. Growth has dropped due to the increasing levels
of saturation in the larger car markets of the world. Worldwide the trend is towards
ensuring that one's products are superior in terms of quality. This will enhance the useful
life of cars and, hence, slow down growth in sales.The world car production has
increased from 44.66 mn in 1996 to an estimated 48.3 mn cars in 1999. Japan, Canada
and USA brought about the major increases, which contribute to 53% of the world's car
production. The largest car market - the US market expects car sales to decline 8 to 9 per
cent to 16 million cars in 2001, as compared to 17.4 million cars sold in 2000. 

The USA and Japan are the leaders with around 42% of the total world market. However,
since the last two to three years, the international passenger car industry has been
witnessing an over capacity of more than 30%. The trend suggests that industry volumes
may grow by just 2% or around 10 mn vehicles per year. If this situation continues for the
next few years the world car market may witness shakeout in the near future. Already
signs towards this are being observed as the phenomenon of mergers catches on. The
recent mergers in the international car market are Ford-Volvo, Renault-Nissan, Daimler-
Chrysler. A few more players are expected to join the fray in the next few years so as to
strengthen their hold in the world market. Among the top car manufacturing companies
General Motors and Ford Motors group of USA lead with a contribution of 15.8% and
11.6%, of world car production, respectively. Volkswagen and Toyota stand third and
fourth with more than 9% contribution each to the world car production.

27
 The global domination of the larger automotive manufacturers is slowly on the
wane and the trend in sales is shifting towards more "regio-centric" products. Automakers
that have been enjoying a generally prosperous spell would have to rethink on the way
vehicles are designed, manufactured, distributed or sold. Already, players like General
Motors Volkswagen and Toyota have begun to re-examine their dealer relationships and
pricing strategies. Car makers would now have to think in terms of a new customer focus
and provide better financing and servicing. Strategic tie-ups, mergers and acquisitions
have become the talk of the day. A few instances are Daimler Benz's tie-up with Chrysler
of the US, Ford's acquiring of Daewoo and tie up with Volvo Car Corporation and
Renault acquiring a stake in Nissan. Such deals will certainly lead to economy in terms of
costs but it remains to be seen whether they will also create significant new opportunities
for growth.

With global consolidation in the car industry, it is expected that more international
players will work closely to bring about operational efficiencies. By nature, the car
industry is highly capital-intensive and vast amounts of money are being spent on R&D.
With the players getting together to produce more technologically superior cars, they can
derive greater benefits from their R&D efforts. Profits, which are under pressure due to
wafer thin margins will be boosted due to greater economies of scale. Moreover, bigger
capacities among players means lesser fixed costs per car produced. Even if mergers are
not on the cards in the near future (one can see that the Daimler-Chrysler merger has not
brought about synergies as expected by automobile experts), technology-sharing and the
offering of equity stakes is inevitable.

In India, the car market has become extremely competitive and come April 2001, India's
automobile market will be thrown open to imports of completely built up vehicles, which
hitherto was prohibited. With the international acquisitions and alliances, one can expect
to see a dramatic change in the auto market. If GM were to acquire Daewoo in Korea,
then GM would be in a commanding position in India with its alliance with FIAT and
Suzuki motors as well. Already Daimler Chrysler and Ford are contemplating introducing

28
new models in India from their various associate companies through their local
subsidiaries. The situation could

Company Profile Tata Motors Limited 2 Headquarters - Mumbai. TML is currently

headed by Ratan Tata. Tata Motors manufactures HCV, LCV, Passenger cars, MUV and
Military Vehicles. Global operations - UK, South Korea, Thailand and Spain. TML -
world's fourth largest truck manufacturer. World’s second largest bus manufacturer.

Tata Motors Limited is India's largest automobile company, with consolidated revenues
of Rs. 92,519 crores (USD 20 billion) in 2016-10. It is the leader in commercial vehicles
in each segment, and among the top three in passenger vehicles with winning products in
the compact, midsize car and utility vehicle segments. The Company is the world's fourth
largest truck manufacturer, and the world's second largest bus manufacturer.

The Company's 24,000 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."

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of
India. Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled out in
1954. The Company's manufacturing base in India is spread across Jamshedpur
(Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and
Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an
industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to
produce both Fiat and Tata cars and Fiat powertrains. The Company is establishing a new
plant at Sanand (Gujarat). The Company's dealership, sales, services and spare parts
network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat
branded cars in India.

Tata Motors, the first Company from India's engineering sector to be listed in the New
York Stock Exchange (September 2004), has also emerged as an international automobile
company. Through subsidiaries and associate companies, Tata Motors has operations in
the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business

29
comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired
the Daewoo Commercial Vehicles Company, South 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 2005, Tata Motors acquired a 21% stake in
Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the
remaining stake in 2016. Hispano's presence is being expanded in other markets. In 2006,
Tata Motors 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. In 2006, Tata Motors entered into joint venture
with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and
market the Company's pickup vehicles in Thailand. The new plant of Tata Motors
(Thailand) has begun production of the Xenon pickup truck, with the Xenon having been
launched in Thailand in 2008.

Tata Motors is also expanding its international footprint, established through exports
since 1961. The Company's commercial and passenger vehicles are already being
marketed in several countries in Europe, Africa, the Middle East, South East Asia, South
Asia and South America. It has franchisee/joint venture assembly operations in Kenya,
Bangladesh, Ukraine, Russia, Senegal and South Africa.

The foundation of the Company's growth over the last 50 years 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. With over 3,000 engineers and scientists,
the Company's Engineering Research Centre, established in 1966, has enabled pioneering
technologies and products. The Company today has R&D centres in Pune, Jamshedpur,
Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors,
which developed the first indigenously developed Light Commercial Vehicle, India's first
Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous
passenger car. Within two years of launch, Tata Indica became India's largest selling car

30
in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace,
India's first indigenously developed mini-truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and
the world have been looking forward to. The Tata Nano has been subsequently launched,
as planned, in India in March 2016. A development, which signifies a first for the global
automobile industry, the Nano brings the comfort and safety of a car within the reach of
thousands of families. The standard version has been priced at Rs.100,000 (excluding
VAT and transportation cost).

Designed with a family in mind, it has a roomy passenger compartment with generous leg
space and head room. It can comfortably seat four persons. Its mono-volume design will
set a new benchmark among small cars. Its safety performance exceeds regulatory
requirements in India. Its tailpipe emission performance too exceeds regulatory
requirements. In terms of overall pollutants, it has a lower pollution level than two-
wheelers being manufactured in India today. The lean design strategy has helped
minimise weight, which helps maximise performance per unit of energy consumed and
delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low
carbon dioxide emissions, thereby providing the twin benefits of an affordable
transportation solution with a low carbon footprint.

In May 2016, Tata Motors introduced ushered in a new era in the Indian automobile
industry, in keeping with its pioneering tradition, by unveiling its new range of world
standard trucks called Prima. In their power, speed, carrying capacity, operating economy
and trims, they will introduce new benchmarks in India and match the best in the world in
performance at a lower life-cycle cost.

Tata Motors is equally focussed on environment-friendly technologies in emissions and

alternative fuels. It has developed electric and hybrid vehicles both for personal and
public transportation. It has also been implementing several environment-friendly
technologies in manufacturing processes, significantly enhancing resource conservation.

31
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.

Tata Motors is committed to improving the quality of life of communities by working on

four thrust areas – employability, education, health and environment. The activities touch
the lives of more than a million citizens. The Company's support on education and
employability is focussed on youth and women. They range from schools to technical
education institutes to actual facilitation of income generation. In health, our intervention
is in both preventive and curative healthcare. The goal of environment protection is
achieved through tree plantation, conserving water and creating new water bodies and,
last but not the least, by introducing appropriate technologies in our vehicles and
operations for constantly enhancing environment care. 

With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

NATURE OF THE BUSINESS CARRIED

Tata Motors in one of the major players of the automobile manufacturing companies in
India. It has three different manufacturing units in India they are, Jamshedpur in the East,
Pune in the West and Lucknow in the North and all three manufacturing units specialize
in the manufacturing of different automobile like Jamshedpur unit produces trucks,
engines and axles, the Pune unit caters to the production of Medium Heavy Commercial
vehicles and Heavy Commercial Vehicles, utility vehicles and passenger cars and the
Lucknow unit produces MCVs, Tata Sumos along with a number of spare parts. Some of
the well known cars manufactured by Tata Motors are: Tata Indica, Tata Indigo, Tata
Indigo Marina, Tata Sumo and Tata safari.
Tata Motors is a very significant contributor to the automobile industry in India. With a
domestic sales record of 122,120 vehicles in 2016 and exports of 5220 vehicles across the
globe it has managed to bag a current market share of 67.4% in the commercial vehicles
segment and 12.5% in the passenger cars segment. The company has reported revenues

32
 of Rs The company continues to upgrade its resources to leverage emerging
opportunities be it in the commercial vehicles segment or passenger cars segment. In May
2016 the company unveiled its new range of world standard trucks comprising multi-axle
trucks, tractor-trailers, tippers, mixers and special purpose vehicles. In the passenger cars
segment the company launched the much awaited Tata Manza , opened the first Jaguar
and Land Rover showroom in Mumbai and long with the Fiat Linea, Fiat 500 and the
Palio, the company commenced the distribution of the Fiat Grande Punto in June 2016.

Diesel cars are becoming a more popular and feasible option these days due to the
continuous rise in the price of petrol. People are also becoming more aware of the myths
that surrounded diesel vehicles and are realizing that most myths are false. Tata
manufactures all its cars in both the petrol and diesel versions but the Tata Indica V2
stands out as one of the most preferred diesel cars in the country. Intact it is among the
country's top ten hottest selling diesel cars due to its exceptional performance of 14 kmpl
and a price tag of just Rs 2.6 lakhs.

33
 CHAPTER-4

DATA ANALYSIS

34
 DATA ANALYSIS

Customers Satisfaction level Percentage%

C1 Very satisfied 6
C2 Dissatisfied 23
C3 Some what satisfied 71

Satisfaction level on price

6%

23%

71%

23% Customers are very satisfied

71% Customers are somewhat satisfied
6% Customers are dissatisfied

35
SATISFACTION LEVEL ON PRODUCT QUALITY
PRODUCT QUALITY Satisfaction level Percentage%
Q1 Very satisfied 30
Q2 Somewhat satisfied 66
Q3 Somewhat Dissatisfied 4

4%
30%

66%

30% are very satisfied with product quality

66% are somewhat satisfied with product quality
4% are somewhat dissatisfied with product quality

CUSTOMOR SERVICE LEVELS

SERVICE QUALITY Satisfaction level Percentage%
SQ1 Very satisfied 53
SQ2 Somewhat satisfied 47

36
 satisfaction level on customer
service
47%

53%

53% are very satisfied with customer service

47% are somewhat satisfied with customer service

AWARENESS ABOUT SRI RANGA MOTORS ( TATA MOTORS)”

SERVICE QUALITY Satisfaction level Percentage%
SQ1 Very satisfied 53
SQ2 Somewhat satisfied 47

37
 Customer knows about loyalty card
or not?
36%

64%

64% customer knows about loyalty card

36% customers doesn't know about loyalty card

AWARENESS ABOUT VIJETHA’S FREE HOME

DELIVERY SERVICE
SERVICE QUALITY Satisfaction level Percentage%
SQ1 Very satisfied 53

38
 SQ2 Somewhat satisfied 47

Awareness about free home delivery

service

28%

72%
72% customers knows about subhiksha's free home
delivery
28% customer doesn't know about subhiksha's free
home delivery

6.Are you belonging to which income level respondent?

Response No of Customers

Below 3000 19

39
 3001-6000 39

6001-8000 11

8001-10000 9

Above 10,000 22

Interpretation:
In the base of economically, It is used in the base of income i.e. 19% income
group below 30000, 39% of 3001-6000, 11% of 8001-10000 and rest of used in the rarely
above income 10,000.

7.What type of occupation does the consumer belonging?

Response No of Customers

Farmer 20

40
 Private employee 34

Government employee 10

Student 7

Business 29

Interpretation:
Occupationally and professional the motor bike has been used i.e. 20% preferred
by farmers, 34% preferred by private employees and 10% preferred by government
employees & 7% preferred by students and remaining 29% preferred by business people.

8.What is the opinion regarding mileage of the preferred CAR?

Response No of Customers

Highly satisfied 40

41
 Satisfied 30

Neutrally satisfied 15

Not satisfied 10

Highly not satisfied 5

Interpretation:
Out of the responses obtained from 100 customers 40% said that they highly
satisfied regarding Mileage of the bike, 30% said that they satisfied, 15% said that they
neutrally satisfied and 10% said that they not satisfied and remaining 5% said that they
highly not satisfied about mileage of the preferred bike.

9. Based on your overall experience would you visit this service centre again?

Response No of Customers

Yes 72

No 28

42
Interpretation:
According to my survey 72% of people like to say that, they are recommended to
visit this service centre again & 28% of the people are not recommended to visit this
service centre again.

10. Do you recommend your friends to purchase?

Response No of Customers

Yes 71

43
 No 29

Interpretation:
A look at the chart shows that 71% of the members are suggesting to friends and 29% of
the members are not suggesting.

44
11. about convenience does the respondent are satisfying when the delivered as per
the allotment times?

Response No of Customers

Highly satisfied 25

Satisfied 40

Neutrally satisfied 15

Not satisfied 10

Highly not satisfied 10

Interpretation:
According to my survey, Out of 100 respondents 25% of the people highly
satisfied at the time of vehicle delivered as per the allotted time in TATA motod. And 40%
of the people satisfied & 15% of the people neutrally satisfied & 10% of the people not
satisfied and the remaining 10% of the people says hoghly not satisfied about the time of
vehicle delivered as per the allotted time in TATA Motors.

12.Do you feel the service charges /repair charges were reasonable?

45
 Response No of Customers
Excellent 28
Good 38
Bad 24
Very poor 10

Interpretation:
In the sample taken out of 100 respondents 28% of the people feel service
charges/repair charges were Excellent & 38% of the people says good. On the other hand
24% of the people says bad and remaining 10 % of the people feel the service
charges/repair charges were very poor.

46
 CHAPTER-5
FINDINGS, SUGGESTIONS

47
 FINDINGS
We think that we are getting a measure of customer satisfaction by
tallying the number and types of customer complaints we receive each period. But in
fact, 95% of dissatisfied customers don’t complain; many may just stop buying.

There is an intimate connection among product and service quality, customer

satisfaction, and company profitability. Higher levels of quality result in higher levels
of customer satisfaction.

Many companies are aiming for high satisfaction because customers who are just
satisfied still find it easy to switch when a better offer comes along. Those who are
highly satisfied are much less ready to switch. High satisfaction or delight creates an
emotional affinity with the brand, not just a rational preference. The result is high
customer loyalty.

Most companies fail to measure individual customer profitability. The well known
80/20 rule says that the top 20% of the customers may generate as much as 80% of
the company’s profits.

48
 SUGGESTIONS

 Adopting customer-oriented thinking -

My first recommendation is to adopt customer-oriented thinking which requires the

company to define customer needs from the customer’s point of view because “a
customer is a person who brings us his wants. It is our job to handle them profitably to
him and to ourselves”.

Company should try to adopt some strategies like- Focus on target market, customer
needs, integrated marketing.

Integrated marketing- The Company’s success depends not only on how well each
department performs its work but also on how well the various departmental activities are
coordinated. For instance- HR department should hire good and educated sales persons
and training department should train them perfectly time to time.

More Emphasize on Sales assistance:-

Tata Motors should more emphasize on the training of sales force available at the stores
with the information of new products and schemes, so that they are fully equipped with
the information and schemes related to the product, hence they can improve in their
working skills
The need for customer retention-
Losing profitable customers can dramatically impact a firm’s profits. The cost of
attracting a new customer is estimated to be five times of the cost of keeping a current
customer happy.
 Adding Financial Benefits -
Company should offer some financial benefits to the customer. They are:
Through “frequency marketing programs (FMPs), we can provide rewards to customers
who buy frequently and/or in substantial amounts.

49
Company can offer “price club cards” to its customers that provide member customers
with unadvertised discounts on particular items.

 More Emphasize on customer service:-

There should be more Emphasize on customer service. Because TATA MOTORS mainly
facing the competition with Mom & Pop stores (kirana stores), and they have personal
relationship from long time of period with customers. That’s why company try to make
better relationship with their customers.

 Include some new product categories: -

Even providing good services to the costumers company can not get desired attention
from costumers because of low product category so I recommend that company should
Include some new product categories like fresh fruits and vegetables because due to
these product categories we can attract more customers and can increase their basket size.
and similarly their satisfaction level towards company’s stores.

50
CHAPTER-6
Conclusions

51
 CONCLUSION

After analyzing the satisfaction level of customer on price, products and

customer service it has come to know that

 23% customers are very satisfied, 71% are somewhat satisfied and 6%
are dissatisfied with the price.
 30% customers are satisfied, 66% somewhat satisfied and 4% are
dissatisfied with product’s quality.
 53% customers are very satisfied and 47% are somewhat satisfied
with customer service of SRI RANGA MOTORS ( TATA MOTORS)” .
 Awareness about loyalty card- 64% customers aware about loyalty
card and 36% customers are unaware about loyalty cards.
72% customers aware about SRI RANGA MOTORS ( TATA MOTORS)”
 free home delivery service and 28% are unaware.
 61% customers are in favour of discount on MRP, where 23% are in
favour of providing various offers on products and 16% required both
things.
 69% customers think that TATA MOTORS does not fulfill their
household requirements.

52
 Annexure – I

(Questionnaire)
“ Customer Satisfaction at SRI RANGA MOTORS ( TATA MOTORS)”

Respondent Name :………………………………………………………

Address :………………………………………………………

Gender: - (a) Male (b) Female

Occupation: - (a) Business (b) Service (c) House Wife (d) student

1. Are you satisfied with the Price of TATA MOTORS?

(a)Very Satisfied (b) Somewhat Satisfied (c) Dissatisfied

2. Are you satisfied with the product quality of TATA MOTORS?

(a)Very Satisfied (b) Somewhat Satisfied (c) Dissatisfied

3. Overall, how satisfied are you with the customer service experience at
TATA MOTORS stores?

(a)Very Satisfied (b) Somewhat Satisfied (c) Dissatisfied

53
4. Are you aware about SRI RANGA MOTORS ( TATA MOTORS)” card?

(a)Yes (b) No

5. Are you aware that SRI RANGA MOTORS ( TATA MOTORS)” offers
free home delivery without any pre-conditions?

(a)Yes (b) No
6.Are you belonging to which income level respondent?

Response No of Customers
Below 3000 19
3001-6000 39
6001-8000 11
8001-10000 9
Above 10,000 22

7.What type of occupation does the consumer belonging?

Response No of Customers
Farmer 20
Private employee 34
Government employee 10
Student 7
Business 29

54
 8.What is the opinion regarding mileage of the preferred CAR?
Response No of Customers
Highly satisfied 40
Satisfied 30
Neutrally satisfied 15
Not satisfied10
Highly not satisfied 5
9. Based on your overall experience would you visit this service centre
again?
 Yes
 No

10. Do you recommend your friends to purchase?

 Yes
 No
11. about convenience does the respondent are satisfying when the delivered
as per the allotment times?
 Highly satisfied
 Satisfied
 Neutrally satisfied
 Not satisfied
 Highly not satisfied
12.Do you feel the service charges /repair charges were reasonable?
 Excellent
 Good
 Bad
 Very poor

55
 BIBLIOGRAPHY

BOOKS:-

1. Kotler, Philip, Marketing Management, New Delhi, Prentice Hall Of India, 1998.

2. Kothari, C.R., Research Methodology, New Delhi, New Age International Publishers,
Second Revised Edition: 2004

3. Stephens, Nancy J., Customer - focused Selling, U.S.A., Adams Media Corporation,
1997

MAGAZINES AND JOURNALS:-

Images Retail, July, 2008

WEBSITES:-

www.wikipedia.com
www.google.com

www.tatamotors.com

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