A PROJECT REPORT

ENTITLED ON
“A STUDY AND ANALYSIS OF CUSTOMER SATISFACTION
TOWARDS TATA MOTORS WITH RESPECT TO SANGAMNER
CITY”
SUBMITTED TO
“SAVITRIBAI PHULE PUNE UNIVERSITY, PUNE”
IN PARTIAL FULFILLMENT OF “BACHELOR OF BUSINESS
ADMINISTRATION (BBA)”
SUBMITTED BY,
MR. KOLAPKAR OM SANTOSH
UNDER THE GUIDANCE OF,
MR. RAJESH KALE SIR.
THROUGH

S.N ARTS, D.J. MALPANI COMMERCE &B.N. SARDA SCIENCE

COLLEGE, SANGAMNER. (AUTONOMOUS)
2020-2021
 “A STUDY AND ANALYSIS OF CUSTOMER
SATISFACTION TOWARDS TATA MOTORS WITH
RESPECT TO SANGAMNER CITY”
 EXECUTIVE SUMMARY

A consumer may have a set of interests, benefits, attitudes and

lifestyles before purchasing a product. But there might be a
major change in his taste of preference after the purchase has
been made. In such a position it is difficult for the marketer to
know the behaviour of the consumer. With this view in mind,
the research study will be conducted to find out the consumer
preference towards store and loyalty.
As the study requires the customer (potential) opinion it will
also help to know the awareness level of store and loyalty in
Sangamner district and also the opinion regarding the vehicle
as well as the overall performance of Tata motors services
centres. For this study I had collected the primary data through
questionnaires and company catalogues, brochures are
collected for secondary information. To collect primary data
survey is conducted on individuals (potential customers) this
study is limited to Sangamner only. The sample size that I had
taken is 100.
This study will also help the company to know the customer like
as well as their need, want Satisfaction towards the Services of
Tata Motors.
 Chapter-1
INTRODUCTION
 INTRODUCTION
Concept Identification-
As organizations become increasingly customer-focused and
driven by demand, the need to gain customer loyalty and retain
their loyalty is critical. Customer satisfaction is the most
effective way to achieve customer loyalty. Customer
satisfaction and customer loyalty share many similar traits.
Customer value is the customer’s perception of the ratio of
benefits to what he or she gives to obtain those benefits. The
customer Value Triad is a framework used to understand what
it is that customers want. The framework consists of three
parts: (1) perceived product quality, (2) value-based pricing,
and (3) perceived service quality. Customers are satisfied when
the value meets or exceeds expectations. If their expectations
of value are not met, there is no chance of satisfying them.
Figuring out what the customers want, however, is a difficult
and complex process. To be able to create and deliver customer
value is important to understand its components. On the most
basic level, the value from a customer’s perspective is the ratio
of benefits to the risks being taken while buying the product.

Who is a Customer?
The question of defining who your customers are seems fairly
easy particularly if you have segmented your market properly
and understand who you are trying to satisfy. However, a
subtlety that frequently goes undetected by many firms is that
the customer set can be divided into two parts, the apparent
customer and the user. The apparent customer is the person or
group of people who decide what product to buy and have
control over the purse strings. A user is a person or group who
physically uses the product or is the direct recipient of a
service. What does satisfaction mean? As in defining customer
above, defining satisfaction also appears simple. However, as
with customers, there is a subtlety that needs addressing.
Satisfaction by most definitions simply means meeting the
customer’s requirement

Building a company around Customer Satisfaction –

With the increase in customer demands and competition, it has
become a lot more important to base the entire company on
customer service. When doing this one must first realize that
every member of an organization plays an active role in
customer service. This includes both external customers and
internal customers within a company.

The Influence of the salesperson on Customer

Satisfaction-
In an article titled, “The influence of salesperson selling
behaviour on customer satisfaction with products,” Brent
G.Goff and James S. Boles examine the effects of non-product
related construct on customer satisfaction with major retail
purchases such as automobiles. The article states that a
salesperson’s selling orientation- customer orientation (SOCO)
will affect not only consumer satisfaction with the salesperson
and dealer but also indirectly, satisfaction with the product or
manufacturer.
Internal Marketing – how it affects Customer
Satisfaction –
Successful companies make every effort to ensure satisfaction
to their customer by focusing all organizational efforts of the
company on providing superior customer service. By doing this
these companies hope to retain their existing customers and
attract new ones. The only angle of customer satisfaction
commonly overlooked is the internal aspect.
Customer Satisfaction
The definition of customer satisfaction has been widely
debated as organizations increasingly attempt to measure it.
Customer satisfaction can be experienced in a variety of
situations and connected to both goods and services. It is a
highly personal assessment that is greatly affected by customer
expectations. Satisfaction also is based on the customer’s
experience of both contacts with the organization (the
“moment of truth” as it is called in business literature) and
personal outcomes. Some researchers define a satisfied
customer within the private sector as “one who receives
significant added value” to his/her bottom line—a definition
that may apply just as well to public services. Customer
satisfaction differs depending on the situation and the product
or service.
 Chapter 2
LITERATURE REVIEW
LITERATURE REVIEW
Customer loyalty in service industries has received considerable
attention in both marketing and management theory and
practice. As customer loyalty may act as a barrier to customer
switching behaviour it has an impact on the development of a
sustainable competitive edge, (Keaveney, 1995; Gremler and
Brown, 1996). During past decades, customer satisfaction has
frequently been advanced to account for customer loyalty
(Newman and Werbel, 1973; Oliver and Linda, 1981; LaBarbera
and Mazursky, 1983; Bearden and Teel, 1983; Bitner, 1990;
Fornell, 1992; Anderson and Fornell, 1994; Dick and Basu, 1994;
Oliver, 1996.
 Chapter 3
COMPANY PROFILE
 COMPANY PROFILE
Tata Motors Limited

Type Public
BSE: 500570 (BSE SENSEX Constituent)
Traded as NSE: TATAMOTORS
NYSE: TTM
Industry Automotive
Founded 1945
Headquarters Mumbai, Maharashtra, India
Area served Worldwide
Key people Cyrus P. Mistry (2012–present)
Automobiles
Commercial vehicles
Coaches
Products Buses
Construction equipment
Military vehicles
Automotive parts
Automotive design, engineering
Services Vehicle leasing
Vehicle service
Revenue 2.625 trillion (US$39 billion) (2015)
Operating 260.0 billion (US$3.9 billion) (2015)
Income
Profit 128.2 billion (US$1.9 billion) (2015)
Total assets 2.345 trillion (US$35 billion) (2015)
Total equity 534.9 billion (US$7.9 billion) (2015)
Number of
Employees 76,500 (2015)
Parent TATA Group
Divisions Tata Motors Cars
Subsidiaries Jaguar, Land Rover
Tata Daewoo
Tata Hispano
Slogan Inspired by people
Website www.tatamotors.com
 Chapter 4
OBJECTIVES OF THE STUDY
OBJECTIVE OF THE STUDY
 To find the satisfaction level of the customer regarding
the service provided.
 To find out any drawbacks in the service delivery.  To
determine the performance of the company.
 To mark suggestions for promotional measures to
increase customer satisfaction.
 Chapter 5
Research Methodology
RESEARCH METHODOLOGY
The research will be done through the survey method. The
collection of data will be done through a questionnaire,
interview and related websites.
The sample size taken for this research is 100 customers.
The area of this survey consisted of Sangamner city.
The collection of data will be done with the help of a structured
questionnaire. The designing of the questionnaire needs
precision and classification of the subject so that the
respondents can easily understand the question and can
answer it sincerely and correctly.
Sources of Data
Primary data:-
Primary data consists of original information for
the specific purpose at hand. It is first-hand information for the
direct users of respondents. The tools used to collect the data
may vary and can be collected through various methods like
questionnaires, personal interviews.
Secondary data:-
Secondary data is the data which is already been
collected and assembled. This data is available with the
companies or firms and it can be collected from newspapers,
periodicals, magazines, websites etc.
1. Research Type:
Descriptive Research – Descriptive research has been
conducted as the primary data was studied and analyzed
according to the need of the study.

2. Data Collection Method: The method of data collection is

the questionnaire method.

3. Sample unit: Each respondent was considered as a single

unit in the survey.
4. Sample Size: The sample was done taking 100 units.

5. Collection Of Data: Mostly, the information which has been

collected is primary. Some secondary data have also been
extracted from various websites, published journals,
magazines, and newspapers.
6. Data Analysis Method & tools: The data analysis instrument
used for conducting the research is Tabulation, Bar Chart,
Line Chart and Pie chart.
7. Area Selected: Survey was conducted in Sangamner City.
 Chapter 6
DATA ANALYSIS
&
INTERPRETATION
 DATA ANALYSIS

1. What made you buy this vehicle?

Interpretation: 29% of the customer’s opted for Tata
vehicles based on the brand name, 23% based on the
model, 21% based on the quality, 14% based on other
benefits and 13% based on the price. The brand name of
the TATA and the quality of the product should be taken
care of while providing service.
2. Are you satisfied with the explanation about the
benefit/features/warranty of the vehicle and the financial
schemes and the delivery procedure at the time of
purchase?
Interpretation: 76% of the customers are satisfied with
the explanation about the benefits, features, etc., at the
time of purchase, out of which 27% are very satisfied, also
12% are somewhat dissatisfied, so the company had to
make more effort to satisfy dissatisfied customers.
3. How is the reception at the time of enquiry by the sales
personnel?

Interpretation: 42% of the customers are satisfied by the

reception of the sales personnel at the time of the enquiry,
30% are very satisfied, 12 are delighted so the sales
personnel are
performing their task quite efficiently. Also, there are 4% of
customers are somewhat dissatisfied and 12% had not
responded to the above question.

4. Are you satisfied with the time taken to open the job card
(work order).
Interpretation: 44% of the customers are very satisfied by
the time taken to open the job card,25% are satisfied, 23%
are delighted and 8% are somewhat dissatisfied.

5. Are you satisfied with the reception of the service advisor?

Interpretation:
As we see that 61% of the customers are more than just
satisfied by the reception of the service advisors, thus the
service advisors are performing their duties with perfection;
there are only 9% of customers that are somewhat
dissatisfied with service advisors.

6. Are you satisfied with the facilities of the service station

like customer waiting room etc.,
 Interpretation:
51% of the customers are satisfied by the facilities of the
service station, 30% are very satisfied, and the valuable
suggestions can be taken from the unsatisfied customers to
improve the facilities.

8. Are the services being attended correctly to the relevant

complaint?
Interpretation:
85% of the customer’s say that the service is being attended
correctly to relevant complaints. Whereas 15% feel that the
service is not attended correctly to the complaint.

9. Are you satisfied with the solutions to all the problems

reported by you?
Interpretation:
40% of the customers are very satisfied with the solutions to all
the problems reported by them, 34% are satisfied, 16% are
somewhat dissatisfied, 6% are delighted and 4% are very
dissatisfied. Thus 20% of the customers are not satisfied with
the solution for their problem thus the service advisor has to
provide the most satisfactory solution.

9. Are you satisfied with the delivery made i.e., is the delivery
made in time as per the conditions desired by you from a
service station.
Interpretation:
34% of the customers are satisfied with the delivery made from
the service station, 33% are very satisfied, 19% are somewhat
dissatisfied, 10% are delighted and 9% are very dissatisfied.
10. Are you satisfied with the explanation of the job done and
the bill at the time of delivery.

Interpretation:
41% of the customers are very satisfied with the explanation of
job done and bill at the time of delivery, 37% are satisfied, 12%
are somewhat dissatisfied and 10% are delighted.
 Chapter 7
SWOT ANALYSIS
SWOT Analysis of Tata Motors with USP, Competition, STP
(Segmentation, Targeting, Positioning) - Marketing Analysis
 Chapter 8
RECOMMENDATION
 RECOMMENDATION
 Prompt delivery of the vehicle should be made.
 Top priority must be given to taxes and long-distance
vehicles than local vehicles.
 Facilities like A/C. Newspapers, drinking water and
weeklies must be provided and they must be up to the
standards in the customer waiting room.
 A separate phone must be made available to deal with
customers to inform them whether the service station is
ready to accept their Vehicles for service
 The organization must appoint persons to deal with the
customers by phone and to explain to the customers
about the job done at the time of delivery.
 Shelter must be there while going through the job card.
 The organization must instruct the workers not only to
consider the job card they must also go through the
vehicle and if they find things extra jobs to be done them
they must inform the owner and they must entire it in job
card and then go through the work.
 Labour charges should be decreased
 Service reminders should be sent regularly
 Billing should be made faster.
 Chapter 9
LIMITATIONS
 LIMITATIONS OF THE STUDY
It is well-known fact that constraints and limitations are bound
to be present in any study do this also has some limitations as: -
 We considered the Sangamner region only because of the
limited time duration.
 Due to this, the sample size is only 100, which is not very
large.
 All the respondents could not fill out their questionnaire
on their own due to language problems, time constraints
and lack of positive behaviour.
 Respondent may give biased answers due to some lack of
information about other brands.
 Chapter 10
CONCLUSIONS
 CONCLUSION
The overall performance of the services in the workshop is
satisfactory to many of the customers. Nothing in the world can
be perfect. Some faults are seen in the services though not
major ones but some of the problems may give side effect and
make because more trouble in the future. So the problems
need to be identified and solved immediately. Some of the
main things are as follows.
 Prompt delivery should be made.
 Charges are high and need to be decreased.
 The efficiency of workers is to be increased.
 Checklist should be maintained so that any other extra
jobs that the customers are unaware of can be solved.

If the problems identified are solved effectively, then the
customer satisfaction level increases in the organization.
BIBLIOGRAPHY
 BIBLIOGRAPHY

Books :
 Kothari. C.R (2004): Research Methodology Methods
& Techniques, New ‟Age International Publishers,
New Delhi, 2nd Edition.
 Richard I. Levin, David S. Rubin (2004): „Statistics for
Management, ‟Prentice Hall of India Private Limited,
New Delhi, 7th Edition.
 Jayaram, N. and Sandhog, R.S. (1998), Housing in
India - Problems, Policy and perspectives, B.R.
Publishing Corporation, Delhi.
 Jeffrey Gitomer (1998), Customer satisfaction is
worthless: Customer loyalty is priceless: How to
make customers love you, keep them coming back
and tell everyone they know, Austin TX: Board Press.

Websites:
http://www.tatamotors.com/
https://en.wikipedia.org/wiki/Tata_Motors’
http://www.tatamotors.com/about-us/company-profile
ANNEXURE
1. What made you buy this vehicle?
a) Model
b) Price
c) Quality
d) Brand Name
e) Other Benefits

2. Are you satisfied with the explanation about the

benefit/features/warranty of the vehicle and the financial
schemes and the delivery procedure at the time of purchase?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied
f) No response

3. How is the reception at the time of enquiry by the sales

personnel?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied
f) No response

4. Are you satisfied with the time taken to open the job card
(work order)?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied

5. Are you satisfied with the reception of the service advisor?

a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied
6. Are you satisfied with the facilities of the service station like
customer waiting room etc?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied

7. Are the services being attended correctly to the relevant

complaint?
a) Yes
b) No

8. Are you satisfied with the solutions to all the problems

reported by you?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied
9. Are you satisfied with the delivery made i.e., is the delivery
made in time as per the conditions desired by you from the
service station?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied

10. Are you satisfied with the explanation of the job done and
the bill at the time of delivery.
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied

11. Are you receiving our service reminders regularly?

a) Yes
b) No