PRESTIGE INSTITUTE OF MANAGEMENT AND

RESEARCH, INDORE

2021-2022

SYNOPSIS FOR THE MAJOR PROJECT REPORT

TOPIC
A Study on Customer Satisfaction Towards Force Motors Agricultural
Vehicle’s

GUIDED BY :- SUBMITTED BY:-

DR. SHRADHA SHARMA UDIT BANKA
SHIVIKA AGRAWAL
SHIVI MISHRA
PRATIKSHA PANDAY

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 INDEX

Chapter Page no.

Chapter I- Introduction
1. Conceptual Framework
2. Literature Review
3. Rationale of the Study
4. Objective of the Study

Chapter II- Research Methodology

1. The Study
2. The Design
3. The Sample
4. The Tools
 For Data Collection
 For Data Analysis

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INTRODUCTION:-
About automobile industry:-
About Force motors Company:-
Being the world’s fourth largest manufacturer of cars and seventh largest manufacturer of
Commercial vechiles in 2017. Indian automobile industry is expected to reach Rs.18.6 trillion in 16-18. And
18 trillion by 2026. Two wheelers dominate the industry and made up 81% share in the domestic automobile
sales in FY-18. Overall,domestic automobiles sales increased at 7.10% CAGR between FY 13-18 with 24.97
million vechiles getting sold in FY-18. Indian automobile industry has received foreign direct investments
(FDI).

CONCEPTUAL FRAMEWORK:
Force motors limited is an Indian Automotive manufacturer , the Flagship Company of the Dr. Abhay Firodia
group , from 1958 until 2005 the company was known as Bajaj Tempo Motors, Because if originated as a joint
venture between Bachraj trading ltd. Germany’s Tempo. The company is known for brands Like the Tempo,
Matador,Minidor & Traveller the company is completely vertically integrated making its own components of
the Entire product range.
Government of India has shortlisted 11 cities in the country for introduction of electric Vechiles in their public
transport systems under the Faster Adoption & Manufacturing of
Hybrid & Electric vechiles in India (FAME). The scheme has further been extended to march 2019 from
September 2018. Number of vechiles supported under FAME scheme has increased to 192.451 units in March
2018 from 5197 units in June 2015.
Late Shri N.K.Firodia, a dedicated Gandhian and visionary Industrialist, was the Founder-Managing Director of
Force Motors. Having participated in the freedom struggle for India in 1932 and 1942 he was determined to
achieve Industrial modernization for India. He established,starting in 1950, in Collaboration with Vidal &
Sohn, Hamburg, Germany the import and later progressive manufacture in India of the tempo 3-wheeler. On
15th August 1957, the 10th annieversary of Indian independence, Mr. N.K. Firodia signed a collaboration with
Vidal & Sohn tempo Werke GmbH for phased manufacturing of TEMPO 3-WHEELER & manufacturing was
started in a small plant at Goregaon,Bombay.
The automobile industry in india is the world’s fourth largest with the country currently
Worth 19.29 billion US$ between April 2000 and June 2018. The passenger vechile sales in India crossed the
3.2 million units in FY-18. And is further expected increase to 10 million units by FY-20. The Indian
government has also set upon ambitious target of having only electric vechiles being sold in the country. Indian

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auto industry is expected to see 8-12 percent increase in its hiring during FY-19. The ministry of heavy
industries,

LITERATURE REVIEW:
According to Hanif, Hafez & Riaz, (2010): Customer satisfaction is an evaluation of difference
between prior expectations about product and its actual performance. Customer satisfaction is how customer
react towards the state of satisfaction and how customers judge the satisfaction level.

According to Bitner and Zeithaml (2003): stated that satisfaction is the customers’ measurement of
services in terms of whether that services have met its needs and expectations.

According to Khayyat & Heshmati, (2012): Customer satisfaction is the reaction of the customer
toward state of the fulfilment and judgment of customer about that fulfilled state.

According to Boselie et. Al (2002): satisfaction is a positive, affective state resulting from the appraisal
of all aspects of a party’s working relationship with another.

According to Mohammad and Noorjahan (2009): A clear understanding of the postulated

relationships among the studied variables might encourage the mobile service provider(s) to figure out
appropriate course of action to win customers’ trust by providing better services in order to create a loyal
customer base.

According to Reichheld and Sasser (1990): considered ‘customer satisfaction’ as fundamental

determinant of customer loyalty. They said that satisfaction improves repeat purchases and produces positive
mouth publicity.

According to Muhammad Ishtiaq Ishaq (2011): stated that customer satisfaction depends on the
managers’ desire and maintain the required services and service quality. He also focused on implications for
marketing strategists for attract to the customers.

According to Dabholkar (1993): is of the view that customer satisfaction is a kind of emotional, which
leads to an overall, world attitude of quality, which is based on kind of internal expectation. Customer
satisfaction can be measured on a single-item scale or as multi-item scale assessing the satisfaction level for
each factor of the service.

According to Eggert & Ulaga, (2002): Customer satisfaction is the perceived feeling of a customer for
which he or she has set standards if his expectations match with the standard he is satisfied.

According to Madern, Maull, Smart & Baker, (2005): There are number of imperial studies on
specific relationship of employees satisfaction. Often the quality of the relationship is called satisfaction mirror
which gives an idea that success of business is from satisfaction of employee which is reflected in term of the
customer satisfaction. Service quality is derived from employee satisfaction for example if employees are
satisfied it has direct effect on both customer satisfaction and service quality.

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According to R. Suja (2008): The success of the firm will be determined by how effective it has been in
meeting the diverse customer needs and wants by treating each customer as unique and offering products and
services to suit his/her needs.

According to Thomas O. Jones and W. Earl Sasser, Jr., Harvard Business Review (1995):
Levels of customer satisfaction with customer behaviour identified several types of customers: completely
satisfied customers who are either loyalists who keep purchasing, or apostles whose experiences exceed their
others; “defectors” who feel neutral or merely satisfied and are just as likely to stop doing business with the
company; consumer “terrorists” who have had negative experiences with the company and who spread negative
word-of-mouth. “Hostages” are unhappy customers who stay with the company because of a monopolistic
environment or low prices and who are difficult and costly to deal with because of their frequent complaints;
mercenaries are very satisfied customers who have no real loyalty to the company and may defect because of a
lower price elsewhere or on impulse, defying the satisfaction-loyalty rationale. The researchers propose that
companies into loyalists, avoid having terrorists or hostages, and reduce the number of mercenaries.

According to V.S. Ramswamy and S. Namakumari (2007): His article observed in their book
given much importance to consumer and observed that “concern for the consumer it’s the essence of the
marketing concept”. As such when a firm practices the marketing concept it automatically takes full care of the
interest of the consumer and there is no need or scope for the consumer to get organized in their defence. Only
because several firms functioned against the tents of the marketing concepts, consumerism gained ground. That
is why Druker said that “Consumerism is the shame of marketing” if marketing is practiced as per the marketing
concept the very motive for consumerism will disappear.

RATIONALE OF STUDY:
Increasing competition, ever growing market, easy availability of the finances and increasing population of
young executives, with huge disposable incomes, over the past few years has substantially increased the sales in
the automobile industry. Also, the competition among the dealers of the products has increased with each trying
to maximize their customer base. This makes it imperative for the dealers to provide the best of the services and
exceed the customer expectations to achieve customer delight and loyalty.
The study tries to understand the key service parameters and reflect upon the dysfunctional areas, thus
providing the dealer with an insight into the level of customer satisfaction and changing trends of the customer
expectations.
OBJECTIVES OF STUDY:
The main objectives of this study are:
1. To study about the customer satisfaction on the services provided by the dealers.
2. To study the opinion of the owners of force motors agriculture vechiles regarding its features like
mileage, price, etc.
3. To study the customer satisfaction with usage of agriculture vehicles.

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RESEARCH METHODOLOGY:
THE STUDY:
The research will be conducted on various factors which affect our customers among the product used in
publically and privately age 30-55 years.
THE DESIGN:
Some of the sampling techniques such as quota sampling and simple random sampling may be used.
THE SAMPLE:
A sample of 51 customers of the age group 30-55 years. Sample will be collected from Farmers and Agriculture
Industry.
FOR DATA COLLECTON:
Questionnaire will be used as a tool for Primary data collection in this study from customers of usage of our
products. In questionnaire, nearly 12-15 determinants will be there and with the use of Rating scale people will
give their opinion.
DATA ANALYSIS:
The data will be analyzed using percentage based analysis with the help of bar graphs and Pie Charts. If
necessary hypothesis techniques such as chi-square test, z-test etc. may also be used.
Expected Out come of research : Will be based on Simple Random Sampling and method will be
questionnaire.
Limitation of your research :
Force motors is fully vertically integrated making its own engines ,Chasis , gear boxes, for the entire product
range .
Our research on force motors agriculture vehicle is limited to the agriculture products itself our targeted
audience will be urban area people and who are all envolved in agriculture field.