GENERAL INTRODUCTION

Tata Motors Limited is India’s largest automobile company with consolidated Revenue

of Rs. 92,519 crores in 2013-2014. As an enterprise Tata Motors automotive industry is at the

centre of India’s new global dynamics has grown significantly in the past 68 years, since its

Establishment in 1945. The company caters to three main market segments globally: the

passenger cars, light commercial vehicle, small commercial vehicle and buses.

In 2005, Tata Motors created a new segment by launching the Tata

Ace, India's first indigenously developed mini-truck. It is an attempt to Study the TATA ACE

Small Commercial Vehicle Customer view with respect to Product & Service available in the

market of Bijapur City.

As the project title “CUSTOMER SATISFACTION ” Suggests that the

project report is all about the technical and the commercial aspect of the company. Nearly 100

customers have been surveyed from 20 June to 20 August 2013 for analyzing the primary data

collection. While doing survey I realize that the things learnt from the books are quite different

from the actual practice in field.

The body of the project report takes a micro level approach, using each step of

the marketing research process. The main source of analyzing the data is through questionnaires.

A complete analysis has been done in research methodology part to find the advantages and

disadvantages of the company.

The best part of this project report is the analysis and interpretation of the

various services provided by Service Station. This part directly shows whether the customers are

satisfied with the products and services of Tata Motors and criticizes the ill part of the company.

A complete Analysis of variance has been done to find the kind of satisfaction Tata Motor’s Service Stations provides to their Customers.

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EXECUTIVE SUMMARY

This project mainly concentrates on the “A Study on Customer Satisfied

for Tata Ace in Bijapur city with reference to Patil Trucks ”. A consumer may

have set of interests, benefits, attitudes and life style 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 behavior of the consumer. With this view in mind the research study

will be conducted to find out the consumer preference towards Tata Ace.

To carry on the study the research has been conducted as per the

marketing research process. As the study requires the customer (potential)

opinion it will also help to know the Satisfied level of the Tata Ace in Bijapur

city and also the opinion regarding the vehicle as well as the overall

performance of Patil trucks. The study will also help us to identify the factors

that influence to buy the vehicle which will helpful to company for better

improvement of the vehicles. For this study I had collected the primary data

through questionnaire and the company catalogues, brochures are collected for

secondary information. To collect primary data survey is conducted on

individuals (potential customers) this study is limited to the Bijapur district

only. The sample size that I had taken is 100.

“To Study on Customer Satisfaction towards Tata ACE on Patil

Motors in Bijapur”

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2) company profile:

Type Public

Traded as

BSE: 500570 (BSE SENSEX Constituent)

NSE: TATAMOTORS

NYSE: TTM

Industry Automotive

Founded 1945

Founder(s) J. R. D. Tata

Headquarters Mumbai, Maharashtra, India[1]

Area served Worldwide

Key people

Ratan Tata (Chairman Emeritus)

Cyrus PallonjiMistry (Chairman)

Karl Slym (Managing Director)

Ravi Kant

Products

Automobiles

Commercial vehicles

Automotive parts

ServicesVehicle leasing

Vehicle service

Revenue US$ 32.67 billion (2014)

Operating income US$ 03.06 billion (2014)

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Profit US$ 02.28 billion (2014)

Total assets US$ 28.05 billion (2014)

Total equity US$ 06.44 billion (2014)

Employees 59,759 (2014)

Parent Tata Group

Divisions Tata Motors Cars

Subsidiaries

Jaguar Land Rover

Tata Daewoo

Tata Hispano

Website www.tatamotors.com

(a) General Introduction: Background

Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the spirit of nationalism. It

pioneered several industries of national importance in India: steel, power, hospitality and airlines

In more recent times, its pioneering spirit has been showcased by companies such as TCS,

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India’s first software company, and Tata Motors, which made India’s first indigenously develop-

ed car, the Indica, in 1998 and recently unveiled the world’s lowest-cost car, the Tata Nano in

2008 & Tata Indigo Manza in 2011.

Tata companies operate in seven business sectors: communications and information technology,

engineering, materials, services, energy, consumer products and chemicals. They are, by and

large, based in India and have significant international operations. Each of these companies has

its own board of directors and shareholders, to whom it is answerable. The major Tata companies

are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata

Tea, Indian Hotels and Tata Communications.

Tata Motors is among the top five commercial vehicle manufacturers in the world and has

recently acquired Jaguar and Land Rover. TCS is a leading global software company. Tata Tea

is the second largest branded tea company in the world. Tata Chemicals is the world’s second

largest manufacturer of soda ash and Tata Communications is one of the world’s largest

wholesale voice carriers.

(b) NATURE OF BUSINESS CARRIED:

Tata Motors Limited is India's largest automobile company, with consolidated revenues of INR

1,88,818 crores (USD 34.7 billion) in 2011-12. It is the leader in commercial vehicles in each

segment, and among the top in passenger vehicles with winning products in the compact, midsize

car and utility vehicle segmentsa It is also the world's fourth largest truck and bus

manufacturer.The Tata Motors Group's over 60,000 employees are guided by the mission "to be

passionate in anticipating and providing the best vehicles and experiences that excite our

customers globally."Established in 1945, Tata Motors' presence cuts across the length and

breadth of India. Over 7.5 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), Sanand (Gujarat) 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

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and Tata cars and Fiat powertrains. The company's dealership, sales, services and spare parts

network comprises over 3,500 touch points.

Tata Motors, also listed in the New York Stock Exchange (September 2004), has emerged as an

international automobile company. Through subsidiaries and associate companies, Tata Motors

has operations in the UK, South Korea, Thailand, Spain, South Africa and Indonesia. Among

them is Jaguar Land Rover, 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 2009. Hispano's presence is being expanded in other

markets. In 2006, Tata Motors formed a 51:49 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 - the plant is located in Dharwad. 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, and entered the market in 2008. Tata Motors

(SA) (Proprietary) Ltd., Tata Motors' joint venture with Tata Africa Holding (Pty) Ltd. set up in

2011, has an assembly plant in Rosslyn, north of Pretoria. The plant can assemble, semi knocked

down (SKD) kits, light, medium and heavy commercial vehicles ranging from 4 tonnes to 50

tonnes.

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, South America, CIS

and Russia. It has franchisee/joint venture assembly operations in Bangladesh, Ukraine, and

Senegal.

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The foundation of the company's growth over the last 68 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 4,500 engineers, scientists and technicians 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 launched the first indigenously developed Light Commercial Vehicle

in 1986. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first

Indigenously developed mini-truck. In 2009, the company launched its globally benchmarked

Prima range of trucks and in 2012 the Ultra range of international standard light commercial

vehicles. 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 also introduced India's first Sports Utility Vehicle in 1991 and, in 1998, the Tata

Indica, India's first fully indigenous passenger car.In January 2008, Tata Motors unveiled its

People's Car, the Tata Nano. The Tata Nano has been subsequently launched, as planned, in

India in March 2009, and subsequently in 2011 in Nepal and Sri Lanka. A development, which

signifies a first for the global automobile industry, the Nano brings the joy of a car within the

reach of thousands of families.

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. Through its

subsidiaries, the company is engaged in engineering and automotive solutions, automotive

vehicle components manufacturing and supply chain activities, vehicle financing, and machine

tools and factory automation solutions.

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 focused

on youth and women. They range from schools to technical education institutes to actual

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facilitation of income generation. In health, the company's intervention is in both preventive and

curative health care. 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 vehicles and operations for constantly enhancing environment

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

(C) VISION:

TML’s vision is to be “best in the manner in which we operate best in the products we deliver

and best in our value systems and ethics”. TML has come to be known as an innovator in the

passenger car segment not just in manufacturing but along multiple areas along the value chain.

The Tata Indica and Tata Nano are prime examples of the company’s innovation capabilities and

Bear testimony to the strength of the company’s R&D efforts. This innovation fuelled growth

Coupled with strategic acquisitions is expected to catapult the company to a preeminent position

Internationally.

MISSION:

Our Mission in Tata is to improve the quality of life in India through leadership in targeted

sectors of national economic significance to which the Group can bring a unique set of

capabilities.

POLICIES FOLLOWED BY TATA GROUP

PURPOSE: Our purpose in Tata is to improve the quality of life in India through leadership in

Targeted sectors of national economic significance to which the Group can bring a unique set of

capabilities.

Our past success in delivering such purpose provides the basis for our belief in the future

and our role in it. Our Group size and scale will provide management and financial resources to

profitably cater to the emerging opportunities and to develop globally competitive skills to

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succeed in this endeavor. Our long-term success requires us to considerably focus our portfolio,

our management efforts and our investment priorities so that Group synergy is brought to bear at

the point of delivering value to the customer. The enormous Group resources: in people and

finance needs to be re-architecture so that the whole is larger than the sum of its individual parts.

(d)PRODUCT PROFILE

(1) Passenger Car (2) Utility vehicles (3) Trucks (4) Commercial Vehicles (5) Defence vehicles

1) Passenger Carsa. Indica Vistab. Indica V2 xetac. Nanod. Indigo Manza

2) Utility Vehiclesa. Safari Dicorb. Sumo Grande MK IIc. Sumod. Xenon XT

3) Trucksa. Prima, Construck, Tata Novusb. ICV (Intermediate commission vehicles)c. LCV(Light commercial Vehicles)d. SCV(Short commercial vehicles)

4) Commercial Passenger Carriersa. Busesb. Tata Acec. Wingerd. Tata Magice. Tata 207-DIf. Xenon

In year 2005, Tata Ace mini-truck launched in Commercial Vehicle segment. It has mainly there

2 categories as Tata Ace HT and Magic.

A) Tata Ace is used as a mini-truck for transportation in city area.

B) Tata Ace Magic is passenger vehicle used for Schools.

Promotion Slogan: Chota Haathi/Small is Big, Aapka bharosa ka saathi.

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PRODUCT FEATURES: a) Style

b) Savings

c) Versatility

d) Performance

e) Safety

f) Comfort

SERVICE PROFILE

Tata Motors Service Edge Company’s nationwide service network of 800 service centres’s

spread across 500 cities and towns. Three core customer-desired service attributes are --

1) Response in minutes, resolve in hours:

Tata Motors Service Edge will bring speedy assistance to customers when in need.

24X7 On-road assistance programmed: across the country accessed through a toll free helpline

(1800 209 7979) and serviced by a dedicated network of over 2,000 authorized service providers.

Rapid repair: Rapid repair is a cost effective, quick and specialized body repair programmer for

Small dents, scratches and such body jobs are attended with an assurance of the car delivered.

e-Service appointments: Through an online service appointment facility, customers can select a

time slot, date and a dealer of their choice for servicing their vehicle..

2)Service with unmatched reliability:

Symptom based diagnostics: A state-of-the-art diagnostic system ensures quick and

comprehensive check of the vehicle. At each dealership a technician has been intensively trained

as Diagnostic Expert Technician (DET).

Flying doctors: A pool of 10 on-call technical experts has been set up across the country for

higher level diagnostics to address any issues where dealers & DETs need support.

Quality repairs: Under this programmer each vehicle is subjected to standard quality checks to

identify repair requirements not noticed or reported by the customer, ensuring that complete

health of the vehicle is assessed, attended to and customers are apprised.

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3)Assured value for money:

The company has standardized and regulated service & repair charges which are reasonable.

Value care & Extended Warranty: The Value care plan covers labor, parts, and consumables

and ensures appropriate resale value for the vehicle at the time of exchange. The programme

extends warranty for up to 4 years or 150,000 kms, applicable to all Tata passenger vehicles.

Tata Motors’ Original Parts (TOP) & Insurance: 1 year warranty on its genuine spare parts,

which are trademarked as ‘TOP’. The insurance scheme offers convenience of on-line policy

issuance & near cashless repairs facility across the Tata Motors authorized network.

(e) AREA OF OPERATION – (global / national / regional)

Tata Motors has subsidiary/associate companies outside of India as under:

• Tata Daewoo Commercial Vehicle Co. Ltd., Korea

• Nita Company Limited, Bangladesh

• Tata Precision Industries Pvt., Ltd., Singapore

• Tata Technologies Limited, USA/UK

• Tata Motors European Technical Centre, UK

• Tata Motors (SA) Proprietary Limited, South Africa

• Tata Motors (Thailand) Limited, Thailand

The Tata Group has operations in more than 85 countries across six continents

and its companies export products and services to 80 nations. In the past few years, the TATA

group has led the growing appetite among Indian companies to acquire businesses overseas in

Europe, the United States, Australia and Africa - some even several times larger - in a bid to

consolidate operations and emerge as the new age multi-nationals. The TATA group is 11th most

reputable company in the world according to Forbes. At home in the world anchored in India

and committed to its traditional values of leadership with trust, the Tata group is spreading its

footprint globally through excellence and innovation. Each operating company in the group

develops its international business as an integral element in an overall strategy, depending on the

competitive dynamics of the industry in which it operates. Over the past eight years the group

has made overseas acquisitions of $18 billion.

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Among the bigger deals on this front have been Tetley, Brunner Mond, Corus,

Jaguar and Land Rover in the UK, Daewoo Commercial Vehicles in South Korea, NatSteel in

Singapore, and Tyco Global Network and General Chemical in the US. Priority markets: While

individual Tata companies have differing geographical imperatives, the Tata group is focusing

on a clutch of priority countries, which are expected to be of strategic importance in the years

ahead. The regions are North America, UK, China, the Netherlands, Germany, and South Africa,

members of the Gulf Cooperation Council, Brazil, Vietnam, Thailand and Sri Lanka.

(f) OWNERSHIP PATTERN

Tata Sons, Tata Industries, Group holding structure

Tata Sons and Tata Industries are the two promoter companies of the Tata Group. A more

detailed profile of these companies can be accesses through the ‘related info’ links on the right.

Tata Sons

This premier promoter company of the Tata’s was established as a trading enterprise by group

founder Jamsetji Tata in 1868.It is the promoter of all key companies of the Tata Group and

holds the bulk of share-holding in these companies. The chairman of Tata Sons has traditionally

been the chairman of the Tata Group.

Tata Sons is the owner of the Tata name and the Tata trademark, which are registered in India

and several other countries. About 66 per cent of the equity capital of Tata Sons is held by

philanthropic trusts endowed by members of the Tata family.

Tata Industries

Tata Industries was set up Tata Sons in 1945 as a managing agency for business it promoted.

Following the abolition of the managing agency system, Tata Industries’ mandate was recast, in

the early 1980s,to promote the Group’s entry into new and Tata Industries has over the last two

decades, initiated and promoted the Group’s ventures into several sectors, including control

systems, information technology ,financial services ,auto components, advanced materials and

telecom hardware. Tata Motors has several joint venture, subsidiary and associate companies:

Jaguar Land RoverTata Daewoo Commercial Vehicle Company Ltd (TDWCV)

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Tata Technologies Ltd. (TTL) and its subsidiaries

Hispano Carrocera S. A. (HC)

Telco Construction Equipment Co. Ltd. (Telcon)

Tata Motors Insurance Broking & Advisory Services Ltd (TMIBASL)

HV Axles Ltd. (HVAL) Tata Motors European Technical Centre plcHV Transmissions Ltd. (HVTL) Tata Motors Finance LimitedTAL Manufacturing Solutions Ltd. (TAL) Tata Motors Thailand Sheba Properties Ltd. (Sheba) Tata Marcopolo Motors Ltd (TMML)Concorde Motors (India) Ltd. (Concorde) Tata Motors(SA) Proprietary Ltd (TMSA)

Tata Motors Limited is a public limited company listed on 2 stock exchanges (Bombay Stock

Exchange and National Stock Exchange of India Limited) in India. Company’s Depositary

Receipt Programme is listed on the New York Stock Exchange.

Group Holding 1)Ratan N Tata Chairman2) Ravi Kant Non executive, vice chairman3) Mr.N.N.Wadia Director4) J.J. Irani Director5)Mr. V.K.Jairath Director6) N. N. Wadia Director7) Mr. Carl-Peter Forster Chief Executive Officer & Managing Director8) Mr.Debasis Ray Corporate Communications9)Mr.H.K.Sethna Company Secretary10) Mr. N Pinge Chief Internal Auditor11) Mr. R Pisharody President (C V Business Unit)12)P.M. Telang MD- India operations13) C. Ramakrishnan14) Cyrus Mistry

Chief Financial Operations(Chairman 2012 – present)

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(g) COMPETITORS INFORMATION

(h) Production capacity:

The segment wise production is as follows :

Location Type of vehicle manufactured Production capacity(Lakh/PA)

Pune Passenger cars (India, Indigo, Marina) 2.7L/pa

Pune Commercial Vehicles 2.5L/pa

Jamshedpur Trucks & Special Purpose Vehicles 1.08L/pa

Lucknow Buses 0.6L/pa

Pantnagar Mini Truck (Ace), passenger

carrier(magic)

2.25L/pa

Dharwad Marcopolo -

(i) AWARDS

Tata Motors Ltd., has many awards since its inception but below are mentioned very few its

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TATA MOTORS

EICHER

ASHOK LEYLAND

MAHINDRA & MAHINDRA

PIAGGAIO

CVBU Pune declared winner of the MPCB Vasundhara Awards 2010...

Tata Nano bags the Gold Prize in the 2010 Edison Awards ...

CVBU Lucknow bags Excellent Energy Efficient Unit-Award for the second time.

Tata Motors bags four ABCI awards

Tata Nano's design receives world’s oldest and coveted international award...

CVBU Pune receives Excellent Energy Efficient Unit award...

Tata Motors is commercial vehicle maker of the year for 2009

Tata Motors bags two awards for excellence in IT implementation...

Auto critics recognize new generation Tata Motors Cars...

Land Rover Discovery 4 named best 4X4 at the 'What Car Awards 2010'...

National Energy Conservation Award 2009 for Pantnagar Plant...

Car Plant Pune bags 'Gold Category Award in National Productivity Contest'...

Tata Motors has received the prestigious NDTV Profit Business Leadership Award...

Tata Motors among India’s most Trusted Brand in cars...

Tata Motors wins award at the Bangkok International Motor Expo...

Tata Motors bags the NDTV Profit Business Leadership Award 2008...

Tata Motors awarded the Top Exporter Trophy by EEPC..

Tata Motors Pune – CVBU has bagged the “Golden Peacock National Quality Award.

And many more awards.

k) Tata motors milestones It has been a long and accelerated journey for Tata Motors, India's leading automobile manufacturer. Some significant milestones in the company's journey towards excellence and leadership.

1945

Tata Engineering and Locomotive Co. Ltd. was established to manufacture locomotives and other engineering products.

1948

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Steam road roller introduced in collaboration with Marshall Sons (UK).

1954 Collaboration with Daimler Benz AG, West Germany, for manufacture of medium

commercial vehicles. The first vehicle rolled out within 6 months of the contract.

1959 Research and Development Centre set up at Jamshedpur.

1961 Exports begin with the first truck being shipped to Ceylon, now Sri Lanka.

1966 Setting up of the Engineering Research Centre at Pune to provide impetus to automobile

Research and Development.

1971 Introduction of DI engines.

1977 First commercial vehicle manufactured in Pune.

1983 Manufacture of Heavy Commercial Vehicle commences.

1985 First hydraulic excavator produced with Hitachi collaboration.

1986 Production of first light commercial vehicle, Tata 407, indigenously designed, followed

by Tata 608.

1989 Introduction of the Tatamobile 206 - 3rd LCV model.

1991 Launch of the 1st indigenous passenger car Tata Sierra. TAC 20 crane produced.

One millionth vehicle rolled out.

1992 Launch of the Tata Estate.

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1993 Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture of

high horsepower and emission friendly diesel engines.

1994 Launch of Tata Sumo - the multi utility vehicle. Launch of LPT 709 - a full forward control, light commercial vehicle.

Joint venture agreement signed with M/s Daimler - Benz / Mercedes - Benz for manufacture of Mercedes Benz passenger cars in India.

Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing turbochargers to be used on Cummins engines.

1995 Mercedes Benz car E220 launched.

1996 Tata Sumo deluxe launched.

1997 Tata Sierra Turbo launched. 100,000th Tata Sumo rolled out.

1998 Tata Safari - India's first sports utility vehicle launched. 2 millionth vehicle rolled out.

Indica, India's first fully indigenous passenger car launched.

1999 115,000 bookings for Indica registered against full payment within a week. Commercial production of Indica commences in full swing.

2000 First consignment of 160 Indicas shipped to Malta. Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.

Utility vehicles with Bharat 2 (Euro II) compliant engine launched.

Indica 2000 (Euro II) with multi point fuel injection petrol engine launched.

Launch of CNG buses.

Launch of 1109 vehicle - Intermediate commercial vehicle.

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2001 Indica V2 launched - 2nd generation Indica.

100,000th Indica wheeled out.

Launch of CNG Indica.

Launch of the Tata Safari EX

Indica V2 becomes India's number one car in its segment.

Exits joint venture with Daimler Chrysler.

2002 Unveiling of the Tata Sedan at Auto Expo 2002.

Petrol version of Indica V2 launched.

Launch of the EX series in Commercial vehicles.

Launch of the Tata 207 DI.

2,00,000th Indica rolled out.

5,00,000th passenger vehicle rolled out.

Launch of the Tata Sumo'+' Series

Launch of the Tata Indigo.

Tata Engineering signed a product agreement with MG Rover of the UK.

2003 Launch of the Tata Safari Limited Edition.

The Tata Indigo Station Wagon unveiled at the Geneva Motor Show.

On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata Motors Limited.

3 millionth vehicle produced.

First CityRover rolled out

135 PS Tata Safari EXi Petrol launched

Tata SFC 407 EX Turbo launched

2004 Tata Motors unveils new product range at Auto Expo '04.

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New Tata Indica V2 launched

Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment agreement

Indigo Advent unveiled at Geneva Motor Show

Tata Motors completes acquisition of Daewoo Commercial Vehicle Company

Tata LPT 909 EX launched

Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches the heavy duty truck 'NOVUS' , in Korea

Sumo Victa launched

Indigo Marina launched

Tata Motors lists on the NYSE

2005 Tata Motors rolls out its 500,000 th Passenger Vehicle

The Tata Xover unveiled at the 75th Geneva Motor Show

Branded buses and coaches - Starbus and Globus - launched

Tata Motors acquires 21% stake in Hispano Carrocera SA, Spanish bus manufacturing Company

Tata Ace, India's first mini truck launched

Tata Motors wins JRD QV award for business excellence.

The power packed Safari Dicor is launched

Introduction of Indigo SX series - luxury variant of Tata Indigo

Tata Motors launches Indica V2 Turbo Diesel.

One millionth passenger car produced and sold

Inauguration of new factory at Jamshedpur for Novus

Tata TL 4X4, India's first Sports Utility Truck (SUT) is launched

Launch of Tata Novus

Launch of Novus range of medium trucks in Korea, by Tata Daewoo Commercial Vehicle Co. (TDCV)

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2006 Tata Motors unveils new long wheel base premium Indigo & X-over concept at Auto

Expo 2006 Indica V2 Xeta launched

Passenger Vehicle sales in India cross one-million mark

Tata Motors and Marcopolo, Brazil, announce joint venture to manufacture fully built buses & coaches for India & markets abroad

Tata Motors first plant for small car to come up in West Bengal Tata Motors extends CNG options on its hatchback and estate range

TDCV develops South Korea's first LNG-Powered Tractor- Trailer

Tata Motors and Fiat Group announce three additional cooperation agreements

Tata Motors introduces a new Indigo range

2009

2010

2011

2012

2013

Tata Motors launches the long wheel base Indigo XL, India's

first stretch limousine

Indica vista –the new generation indica is launched.

Tata motors launched NANO –The people’s car.

The new IndicaEv2 is launched.

Tata Motors launched Tata ACE Zip.

Tata motors launched Tata indica vista D90.

Tata motors launched Tata sumo gold.

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.

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Introduction:

It is the largest mini trucks dealership in bijapur.The founder name is sunilgouda patil year 2010

found of patil trucks pvt ltd

In the year 2004 focused the business there were patil Honda and 2010 patil trucks of

commercial vehicle. So patil trucks started into dealership

Distributor for I T C partner 2004

Mangalwedhi petroleums partner 2005

Patil automatic Honda executive dealer 2006

Patil biwheely pvt ltd 2011

Patil developer in 2012

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Profile of patil trucks

NAME OF THE FIRM : Patil Trucks Pvt.Ltd. Co

ESTABLISHMENT : 2010

FOUNDER : Sunil gouda Patil

TYPE OF THE FIRM : Pvt . Ltd .Co

SOURCE OF FINANCE : S B I , ING

PRODUCTS : TATA MOTORS

ADDRESS : PATIL TRUCKS Pvt. Ltd .Co.

Opt Golgumbaj

Station road

Bijapur -587

PHONE NO : 08352-244455

DISTRICK : Bijapur

STATE : Karnataka

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SERVICES OF PATIL TRUCKS

Patil trucks is exclusive show room for the Tata Motors situated at Station road , Bijapur & it’s the single showroom which is covering Bilapur & Bagalkot districts name .

1) BIJAPUR

2) INDI

3) SINDGI

4) MUDDEBIHAL

5) B.BAGEVADI

6) BAGALKOT

7) ILAKAL

8) BADAMI

9) JAMAKANDI

10) MUDHOL

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It is also having showroom at Bagalkot & Bijapur to cover those areas which are working under of guidance of patil trucks the main branch using promotional activities such as periodical advertisement offers insurance , road shows demonstration .

Since patil trucks is the only showroom the promotion activities Conducted most of reaching effective to customer of other district simultaneously it is losing Customers in other district

Objective Of Patil Trucks

1. They want to be best in the automobile company

2. To the every customer in the market in sales and service

3. To open branches in different location for customers to excess

easily to dealership

4. Organize service camp at customer places to know the needs of

the service

5. Sales maximization

6. Achieving leadership in the market

7. Employee/worker satisfaction

VISSION

The vission statement of Patil Trucks Pvt Ltd is “Best in the manner

in which we operate best in the product we operate best in our value system

and ethics

MISSION:

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Our Mission in Tata is to improve the quality of life in India through leadership in targeted

sectors of national economic significance to which the Group can bring a unique set of

capabilities.

OWNERSHIP PATTER

In the Tata Motors Patil Trucks Pvt Ltd they have sole pattern of

investment

BRANCHS OF PATIL TRUCKS

1) BIJAPUR ----Head Office

Branches:

2) BAGALKOT

3) ILAKAL

4) JAMAKANDI

5) MUDHOL

Service set up:

6) INDI

7) SINDGI

8) BADAMI

ACHIVEMENTS

* Best Dealership Award from TELCO

* Best Dealership Award from TATA ACE

* Best Dealership Award from HONDA

Page 26

ACTIVITIES UNDER TAKEN

UNIQUE 3s

* SALES

* SERVICES

* SPARE PART

Workflow chort

Managing director

General Manager

Asst General Manager

Sales Manager

Asst Sales Manager

Sales Executive

Finance Coordinator

Showroom In charge

Back office

Page 27

Work flow may be viewed as one primitive building block of organization the relationship among these concepts are described later in this entry, the adjacent diagram explains the work flow model of patil trucks pvt.ltd.

IT is a systematically and very smooth way of function in the company,

In this organization, based on the customer need the tata ace will be ordered and then the general manager will give information about the vehicle to the senior manager then it goes to asst manager later it will be transfer the information to the sales executive then they have the responsibility to commence the business who visit the showroom and enquire about the vehicle, sales satisfaction manager will enquire about the vehicle problems and remind about service and special offers to the customer, showroom in charge will manage the showcase in the showroom.

COMPETITORS:

MAHENDRA motors

Ashok Leyland

EICHER

paiggio

Page 28

Company product

1) tata ace

2) tata magic

3) tata zip

4) tata 207

5) tata xenon

Page 29

Tata Ace product

Page 30

Page 31

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 auto-analysts 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 Autoline Industries. 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). 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.

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. In Sri

Lanka it is sold through Diesel & Motor Engineering (DIMO) PLC under the name of DIMO Batta.

Page 32

DEPARTMENTAL DETAILS

Page 33

There are four departments available in patil trucks pvt. Ltd .company

a) Sales department

b) Service department

c) Spares department

d) Account department

Sales department work:

When the customer enter showroom the reception guide

them to respective sales executive. The executive delivers sufficient information regarding the

tata ace which they desire and also clear the doubt , queries they have. The client is also educated

about the price, offers facilities and loan if they are willing. After explanation the customer also

offered a tast driver if he wishes. The Sales executive fills prospect from to collect the data of

customer and later follow up is done. If customer is convinced and confirms to purchase at that

movement order form is filled with Rs 10000/- or more as initial payment by client convince.

The confirmed booking is placed to Asst. Manager when the customer pays full amount Asst.

Manager Forward the booking to Senior Manager then orders for tata ace is placed to the company with specification. The customer is given 7 to 15 days duration for delivery of vehicle.

SALES DEPARTMENT:

Page 34

The Sr.sales manager Mr.I.P. katamballi of the sales department

Showroom In charge - H.B.Patil

Asst. Sales manager - A. Khadhar

Sales executive (TATA ACE ) - Ravi N

Abdul

Ragunath

Sales executive (MAGIC IRIS) - Ayub.P

Salear

Ishay

Sales executive (ZIP) - Pratap.R

Parasuram

Sales executive (SUPER Ace) - Yusuf B

Rafiq

Sales executive (207&xenon) - Maheboob D

Sales executive (Winger ) - Ayub P

Objective:

Page 35

1) First and foremost objective is to increase the sales

Turnover by every year .

2) To increase the market share

3) To increase the response to the customer.

4) Customer satisfaction.

Function:

1) Searching the customer

2) Targeting the customer

3) Recurring order acceptance

4)Sending quotation to customer

5)Supply the product

6) Recurring and solving the customer problems.

year 2010-11 2011-12 2012-13

Sl .no 900 940 980

Page 36

SERVICE DEPARTMENT:

Page 37

Mr.H.S.Patil is general manager of service department

and under guidance

Work manager - Mr. Joshi.N.P

Work in charge - Mr.Farhan

Floor in charge - Mr.Anand K.B

Mr. Gaibu

Tools in charge - Mr.Sangu

Service advisor - Mr.Santosh

.Mr.Shahbaaz

Service supervisor - Mr. Rahis

Mr. Riyaz

PDI in charge - Mr. Shahbaaz

Mr.Asif

Mr.Kiran

Mr.Javeed

OBJECTIVE:

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1) To provide high class service to the customer.

2) To properly deal with customer problems.

3) To response to customer queries.

4) To maintain relationship with existing customer & serving new

Customer.

FUNCTION:

1) Communicating with customer periodically.

2) To provide better quality service to the customer.

3) To manager service shop infrastructure environmental & safety

issue

4) To observe dealership guidelines & fulfill manufacturer’s priority

Task.

5) To coordinate services and warehouse operation.

SPARES DEPARTMENT:

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Mr.Ganesh is the head of the spares

department

Senior spares executive - Mr . Ganesh

Asst. spares executive - Rajashekar

Spares executive - Anand

Objection:

1) To provide high class services to the customer

2) To identified the correct parts

3) To respond to the customer quarries

4) To maintain the maximum possible parts to service the

customer immediately.

Function:

1) Communicating with customers periodically.

2) To provide the better quality spares the customer.

ACCOUNTS DEPARTMENT:

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Commercial vehicle division (CVD) - Mr. Ravi

Finance coordinator - Mr.Sunil K

Accounts executive - Mr. Venkatesh

OBJECTIVE :

1) Providing / facilitating finance information to the various

department.

2) Controlling / reducing the cost of department.

3) To effective management in the organization.

FUNCTION:

1) Auditing the record of the department

2) Maintain the books of account.

3) Attending internal auditing

4) Raising funds from bank

5) Preparing income tax and cost sheet

BANKERS OF PATIL TRUCKS PVT LTD:

1) ING

2) S B I.

LAST THREE YEARS TURNOVER:

Page 41

year 2010-11 2011-12 2012-13

Sl.no 20.7cr 25.20cr 31.50cr

4.SWOT Analysis

Page 42

STRENGTH WEEKNESS

Strong presence in marketplace concentration on passenger cars only Skill based manufacturing Image of low quality makersRobust sales growth

OPPORTUNITY THREATS

Product launches competition from global playersAlliances and joint ventures global economic conditionsIncreasing car penetration in India

STRENGTH:

Strong brand name of TATA.

First mover advantage.

Good relationship with customer & dealers.

Better Logistic management.

WEAKNESS:

More concentration of Passenger Car Vehicles.

Complaints on gearing shifting.

Concentrated to the middle class customers only.

OPPURTUNITIES:

Further fragmentation of market.

Page 43

High growth rate of SCV & LCV.

THREAT:

Creation of new segment & Increased competition from

Piaggio, Mahindra & Mahindra, Force Motors, Ashok Leyland.

CUSTOMER SATISFACTION:

Customer satisfaction, a business term is a measure of how product and services

supplied by a company meet or surpass customer expectation.

Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to

the buyer’s expectations. In general, Satisfaction is a person’s feeling of pleasure resulting from

comparing a product’s perceived performance (or outcome) in relation to his or her expectations.

As this definition makes clear, satisfaction is a function of perceived performance

and expectations. If the performance falls short of expectations, the customer is dissatisfied. If

the performance matches the expectations, the customer is satisfied. If the performance exceeds

expectations, the customer is highly satisfied or delighted. The result is high customer loyalty.

Page 44

TATA MOTORS is not only concerned with selling of their products they also

concerned with providing service to the customers after selling. So there is necessity for the

company to find out the satisfaction level of the customers, at different levels in the company.

Which help the organization to find out the ways in improving the services being provided to the

customers, to increase the satisfaction level.

Customer satisfaction is how happily a customer is with a product or service,

both in the product’s performance as well as the company’s delivery of the product to the

market.

Customer satisfaction = Delivery - Expectation

Delivery means customer perception of the actual of the product & services

Expectation means customers expectation about that product or services.

Flow Chart Diagram of Customer Satisfaction:

Page 45

Purchase

STATEMENT OF PROBLEM:

A Study on CUSTOMER SATISFACTION TOWARDS TATA-ACE Mini-Truck to

measure the satisfaction level and attitude of the customers towards the service provided at

PATIL TRUCKS - TATA MOTORS in Bijapur.

Page 46

Usage of the Product/Service

Evaluation

Satisfaction

Loyalty Repeat Purchase Referrals Retention

Development of an effective business strategy for educating the prospective customer

through the survey, however, the services parameters, & the relation with the customer’s attitude

towards purchase of the service are the priorities area of study that are included

Customer Satisfaction surveys Studies show that although customer are dissatisfied

with one out of every four purchases, less than 5 percent of dissatisfied customers will complain.

Most customers will buy less or switch suppliers. Complaint levels are thus not a good measure

of customer satisfaction. Responsive companies measure of customer satisfaction directly by

conducting periodic surveys; they send questionnaires or make telephone calls to a random

sample of recent customers. They also solicit buyer’s views on their competitor’s performances.

For customer-centered companies, customer’s satisfaction is both a goal and a

marketing tool. Companies that achieve high customer satisfaction ratings make sure that their

target market knows it.

NEED for the STUDY:

As the market for the automobile is having the huge accelerating growth in the Indian

market, to check out the drastic changes and all the companies are acting according to it because

to survive in the market and this should be achieved by studying about the customer options and

analyzing their future requirements. This study is definitely going to help to analyze the

customer and can take necessary steps for the improvement of the services by the company.

Because customers are the real advertisement for any product so the company

should be in position to meet the customer requirements and also should maintain the

CUSTOMER RELATIONSHIP against competitors.

OBJECTIVES OF STUDY:

Primary objectives

Page 47

To ascertain the level of satisfaction among the Tata Motors vehicle owners (commercial

vehicles) with respect to services provided by authorized service stations.

To evaluate critically market acceptance of Tata Motors (CV) products.

To analyze the price sensitivity in various spares.

To find out the customer’s perception on different attributes through questionnaires.

Secondary objectives

Consumer perception towards the products of Tata Motors.

Advice to change some attributes of Service Station.

To know what people perceive & thinking about Tata Ace product.

What are the ways to retain the existing customers of commercial vehicles to service

station against local services centers?

SCOPE OF THE STUDY

As the title of the project “CUSTOMER SATISFACTION ’’ suggests that the

project is divided into two major parts:

1) Technical

The scope of the technical part is limited to the company premises only. Various raw materials

are imported from our own Domestic and foreign market also. The research and development

department of TATA MOTORS is constantly attempting to lower the cost of some of the models.

2) Commercial

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The scope of the commercial part is very wide. The geographical area covered is BIJAPUR. The

time period assigned to me was complete six to eight weeks. The authorized service station

covered for the survey was PATIL TRUCKS at Bijapur.

It helps to understand the perception of customers & thinking about TATA motors

products

It helps to act as secondary data for future management students

It helps to form new strategies for increasing the sales

METHODOLOGY OF DATA COLLECTION

To fulfill the objectives of my study, I have taken both into considerations viz. primary & secondary data. Basically there was a questionnaire to which the respondent has to respond.

Type and collection of data used

Primary Data: Primary data has been collected through personal interview by direct contact

method. The method which was adopted to collect the information is

A: Interview

B: Questionnaires

Interview: Interview is one of the chief means of collecting data in research process. Interview

may be defined as a systematic conversion initiated for a specific purpose and focus on certain

planned content areas. It is not a simple two way conversion between an investigator and an

informant.

The primary data under processing is collected from both direct filling the questionnaires and

through Personal Interviews.

Secondary Data: The data once collected by one person become the secondary data if used by

another person.

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Sources Of secondary data: The various sources of secondary data are as follows:

The internal sources of the company

Manuals and books of the company

Internet sources

Weekly magazines

Newspapers

The secondary data like information of existing customers, information about company’s profile

product line and sales figure has been taken from company’s website.

RESEARCH DESIGN:

Research Design is the arrangement for conditioned for data collection & analysis of

detain a manner that aims to combined relevance to research purpose with economy in

procedure. A research design is a master plan or model for the conduct of formal

investigation. It is blue print that is followed in completing study. The research conducted

by me is a descriptive research. This is descriptive in nature because study is focused on

fact investigation in a well structured form and is based on primary data.

RESEARCH PLAN:

I have gone for sample study because of wider size of population, geographical

spread & the time limitation it was not convenient for me to cover entire population .So

sample study suited us rather than census study. A sample design is a definite plan for

obtaining a sample from a given population. It refers to the technique or the procedure

that researcher would adopt in selecting items to be inched in the sample i.e. the size of

sample. Sampling plan is determined before data are collected.

SAMPLING STUDY

The list of sampling units from which sample is taken is called sampling frame.

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A sample is a part of the population. The sample should be representative of the population and

the information obtained must be reliable. In any survey where reliability is desired, the error and

variance have to be controlled, measured, and interpreted.

The sample size is of one hundred for existing customers.

The type of population selected is the TATA MOTORS service station named PATIL TRUCKS

at BIJAPUR District, Karnataka.

Sampling Technique: Non – probability judgment sampling

LIMITATION OF STUDY

Every study conducted may have certain shortcomings and unfortunately ours is also a similar

case. A few errors have crept in despite our best effort to avoid them but it is expected that still

our study and findings are very much relevant.

An error may have been due to the samples taken not conforming to the actual

population: this is because the sample is a convenience sample.

Personal bias or error of the interviewer might also have crept in: some cases, while

interpreting the respondents.

Certain questions which are not properly responded by the responders.

Some of the respondents have not responded totally.

The Project is focused to Bijapur City only

The duration of the Project is 8 weeks so scope of in-depth valuation Results is limited.

Auto drivers/owners surveyed may tend to get bias towards their perception and may project a

false picture which may affect the reliability and validity of the study.

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GRAPHS FOR ANALYSIS

TABLE1:Which tata vehicle do you have

Page 52

Which tata vechicle do you have

Frequency PercentValid

PercentCumulative

Percent

Valid Tata magic 21 21.0 21.0 21.0

Tata ACE 59 59.0 59.0 80.0

Tata xenon 10 10.0 10.0 90.0

Tata 207 10 10.0 10.0 100.0

Total 100 100.0 100.0

Interpretation:

Among 100 customers response, 59% customers said Tata ACE,21% customer said tata magic,10% customer said tata xenon and 10% customer is tata 207 the overall 100 survey out of 59% people tata ACE have

TABLE2:What factor made you to buy

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What factor made you to buy

Frequency PercentValid

PercentCumulative

Percent

Valid Price 40 40.0 40.0 40.0

Performance 25 25.0 25.0 65.0

Service 20 20.0 20.0 85.0

Others 15 15.0 15.0 100.0

Total 100 100.0 100.0

Interpretation:

Among 100 customers response, 40% customers said Price,25% customer said Performance,20% customer said Service and 15% customer is Otheras the overall 100 survey out of 40% people Price factor to buy

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TABLE 3: Are you satisfied with price/ charge paid for the service ?

Experience at Glance No. of Respondents

Satisfied 83

Dis- satisfied 17

Graph 3: Shows Customer response to the explanation

Analysis: Among 100 customers response, 83 customers said satisfaction for the price and charge paid services explanation & 17 customers said dissatisfaction

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Interpretation: 83 customers are satisfied with the charges paid for the service, because of vehicle problem better servicing and return of the vehicle on time to the customers. 17 customers are dissatisfied with the charges paid, because they didn’t interact with the advisor before and after the service. Overall customers are ready to pay charges as described by the service center, but they want vehicle should be in good condition.

TABLE 4: Are you satisfied with mileage of mini trucks ?

Graph 4: Shows Customer response to the charges paid.

Analysis:

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Experience at Glance No. of Respondents

Satisfied 92

Dissatisfied 08

Among 100 customers response, 92 customers are satisfied with charges paid for the services & 08 customers are dissatisfied with the price charges.

Interpretation:

During survey maximum customers are explained about the it is good mileage to the vehicle after servicing before charges paid for the services. Customers interact with the advisor to know about the charges paid for the service. 08 customers didn’t get details of mileage because of rush in the service center and urgency of customers to take as early as possible from the service center.

TABLE 5: Where do you purchase spare parts required for you vehicle

Experience at Glance No. of Respondents

At showroom 81

At retail outlet 19

Graph 5: Shows Customer response to the spare parts availability

Analysis: Among 100 customers, 81customers are satisfied with the spare parts availability at the service center & remaining 19 customers are dissatisfied.

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Interpretation:

81 customers are satisfied with spare parts availability, because it will save their time and money to bring spare parts from our local distributor service center shop. 19 customers are dissatisfied with the spare parts non-availability which result in the delay of servicing vehicle and also takes much more time to bring them from our distributor, which may be of duplicate qualities compare to the service center product qualities.

TABLE 6: Tick following feature on 1 to 6 or rating scale ?

(1 Best ,6least )

Experience at Glance No. of Respondents

Mileage 35

Comfort 12

Load capacity 16

Design 10

Performance 14

Resale value 13

Graph 6: Shows Customer response to the mileage of Tata Ace

Page 58

Analysis: Service is differentiated into six types as: a) mileage b) comfort c) load capacity d) design e) performance d) resale value

Interpretation:

Among 100 customers, most of the customers i.e. 35 come for mileage & only 12 out of 100 customers said that good comfort. Out of 100 customer 1 only 16 customer said that load capacity.10 customer told that design is good.14 customer said that ace performance is good. 13 customer told that resale value is good.

TABLE 7: Is it the spare parts charged reasonable in service station ?

Experience at Glance No. of Respondents

YES 65

NO 35

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Graph 5: Shows Customer Service requirement

Analysis: among 100 customer.65 customer told that yes reasonable .35 customer said that not reasonable service station

Interpretation:

Among 100 customers, most of the customers 65% customers fully reasonable of spare parts.35% customer told that not reasonable service n station.

TABLE 8: How do you feel about service provided by Patil Trucks?

Experience at Glance No. of Respondents

Excellent 28

Good 45

Ok 20

Bad 07

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Graph 8: Shows Customer Service feelings

Analysis: Among 100 customers, 28 customers told Excellent, 45 customers told Good, 20 customers told Moderate, 7 customers told Bad .overall good feel about patil trucks.

Interpretation:According to the survey 93% customers are fully satisfied and feel about with patil trucks , 07% customers are dissatisfied with the service provided by the service center. Most customers are satisfied with the good dealership & quality aspects.

TABLE 9: which facility do you expect from the dealer most ?

Experience at Glance No. of Respondents

Timely delivery 33

Quality of service 31

Discount on spare parts 19

Less labor charges 17

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Graph 9: Shows Customer Service Care at the Service centre

Analysis: among the100 customers said that their vehicle under warranty was accepted. 33% customer said that timily delivery,31% customer told that quality of service.19% customer told that Discount on spare parts & 17% customer said that Less labor charges

Interpretation:33% Customers vehicle is immediately accepted at the service center. Among 31% customers told that Quality of service in service station.19% customer said that we need for to discount on spare parts in workshop. 17% customer said that we need for less labor charge in service station.

TABLE 10: How do you rate our overall dealer performance?

Experience at Glance No. of Respondents

Excellent 20

Satisfactory 45

Good 25

Fair 10

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Graph 10: Shows time taken for the service

Analysis: Among 100 customers, 20%customers told excellent,45% customers told satisfactory,25% customers told good,10customers told that fair in workshop.

Interpretation:

Depending upon the service warranty & vehicle condition time varies from customer to customers, but then also 90% customers told that patil trucks dealership, service and other activities is good.10 %customer told that fair .

TABLE 11: Are you satisfied with promotional activity carried out by dealer?

Experience at Glance No. of Respondents

YES 74

NO 26

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Graph 11: Shows customer interaction with advisor

Analysis: Among 100 customers, 74 customers interacted with the advisor & remaining 26 customers are not interacted with the advisor.

Interpretation:

According to the survey 26% customers who have no problem with the vehicle did not interact with the service advisor & 74% customers are interacted with the advisor due to the vehicle problems. Some customer said that the service advisor did not understand their problem and had taken their problem casually.

TABLE 12: Do you have to make advance booking for service?

Experience at Glance No. of Respondents

YES 60

NO 40

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Graph 12: Shows Customer demand for the Service

Analysis: Regarding advance booking for the Service, Customers are interviewed with Yes or No option for the questionnaire.

Interpretation:

60% Customers have to make an advance booking for servicing because of the rush of customers time consumption is more. This results in a loss of the customers. Therefore they have to do advance booking. Only 40% of the samples customers do not do advance booking. These customers mainly come for paid repairing of the vehicle and not for free servicing. Many customers have to wait in the queue because of the rush.

TABLE 13:Which of vehicle parameter was more highlighted while sale promotion?

TABLE 13: After servicing was it delivered on time?

Experience at Glance No. of Respondents

Page 65

YES 78

NO 22

Graph 14: Shows delivery of vehicle on time or not

Analysis: After servicing vehicle delivery on time questionnaire- Among 100 customers, 78 customers said Yes & 22 customers said No

Interpretation:78% Customers said that their vehicle was delivered on time. Only 22% said it was not delivered on time. According to the survey one customer said that the dealer once delayed for 2-3 days in delivering the vehicle because then parts were not available. Sometimes queue is formed in the workshop due to minor problems.

TABLE 15: How was the overall experience with Tata Ace?

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RATINGS RESPONSE

Excellent 40

Satisfied 30

Good 20

Bad 10

Graph 15: Shows customer overall experience at the service center

Analysis: Among 100 customers, 40 customers told Excellent, 30 customers told Good, 20 customers told Moderate, 10 customers told Bad overall experience with the Tata Ace.

Interpretation:According to the survey 90% customers are satisfied with the Tata Ace, 10% customers are dissatisfied with the product & service provided by the service center. Most customers are satisfied with the product features & quality aspects.

Page 67

TABLE 16: Likings of the vehicle compared with other competitor vehicle?

REASONS CUSTOMER RESPONSE

Brand 60

Product 15

Service 15

Quality 10

Graph 16: Shows customer liking with compare to the competitor vehicle

Analysis: Among 100 customers, 60 customers like Brand name of Tata , 15 customers like quality aspects, 15 customers like product features, 10 customers like service factors during overall experience with the Tata Ace.

Interpretation: 60% customers like the brand of TATA as it is a trusted company

15% of the customers like the service of TATA commercial vehicles because of quality.

15% customers like product features of the mini-truck.

Only 10% customers like the service of TATA C.V.

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TABLE 17:If any suggestions to Patil Trucks

Experience at Glance No. of Respondents

Good 90

Improve service 10

Graph 17:Shows costumer suggestions to Patil Trucks

Analysis: On time questionnaire- Among 100 customers, 90 customers said it is good & 10 customers said that it is need for improvement service

Interpretation: 90% customer said that patil trucks service and dealership is excellent. 10% customers told that it is need improve in service and workshop.

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OBSERVATIONS

65% of the customers said they got details about service done to the vehicle.35%

customers didn’t get servicing explanation.

78% of the customers are satisfied with the charges paid to the servicing, 22% customers

didn’t satisfied with the charges.

85% of the customers are satisfied with the mileage of the Tata Ace.

60% of the customers interacted with the advisor regarding the problems of the vehicle.

40% of the customer didn’t interact because of their time shortage & works.

Maximum customers are made advance booking for the servicing.

58% customers came back to the servicing center regarding same problem.

Customer whoever came back interacted with advisor to solve their problems.

42% customer didn’t came back due to the proper servicing.

86 % customers are happy with the cleanliness & infrastructure.

On an average 10-20min is taken to take vehicle into the workshop for servicing.

36% of the customers are under Free & 20% warranty period of the vehicle.

63 customers are happy regarding spare parts availability in the servicing center.

Many customers give suggestions for covering of the body to protect from rain.

60% are explained regarding time & cost for the vehicle.

Near about 80% customers are overall satisfied with the Tata Ace product.

60% customer like Brand name Tata.

Many customers prefer Tata Ace compare to the competitor’s products.

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CONCLUSION & RECOMMENDATIONS

CONCLUSION

Customer Satisfaction plays pivotal role in any company’s improvement and is the ultimate goal

of any organization. It’s great learning experience to work with TATA MOTORS. I would like

to conclude that a heavy, medium & small commercial vehicle has a great market potential.

During the project I learned about SCV products of TATA MOTORS & the customers view

about the product performance. I also came to know different views of the customers about the

services provided by the service work stations.

I also suggested some of my views to the customers and also to the PATIL TRUCKS how they

can make their service much better. I understood the customer’s problems, found the solutions

with the service advisor and explained to them. From the survey I found that some customers are

dissatisfied with the product quality and some are dissatisfied with the services provided by the

dealer.

Customers should be interacted with the advisor of the service center.

Customer requirements should be taken into the considerations.

Service center needs to be updated with technological instruments.

All Spare parts should be available at the service center.

Many customers demanded outer covering body for the Tata Ace.

As the study concentrates to find the satisfaction level of customers of TATA commercial

vehicle and from the findings it can be concluded that almost every area needs improvement

whether it is product quality, services or spares provided by the dealer workshop. If these areas

are improved systematically there is no doubt that customer will receive more satisfaction and

the future of this company will be glorious in the field of automobile. At last I would say that I

enjoyed every moment working with Tata Motors.

Page 71

RECOMMENDATIONS:

• Spare parts should be available in the workshop as & when required by the customers.

• Workplace should be increased for repairing as there is a queue formed in the workshop.

• Washing space should be increased.

• At least two supervisors and service engineer should be kept in the workshop to see

whether the mechanics are properly doing the work and they need to guide them time to time.

• At least 4 mechanics professional as well as non professional, are being given training in

a year rather than two.

• Proper estimate of the cost and the time taken to repair should be given before only.

• During the training I even suggested the customers to please interact with the service

advisor about their problems.

• Mechanics should be increased as there is much waiting time for the customers. They

should also keep more professional & trained mechanics for much faster & smart work.

• One time work should not be done twice shortly afterwards by the mechanics.

• Road test should be taken for every vehicle after the repairing is finished.

• One service advisor should always be there when the customer arrives in the front office

to guide them.

Page 72

11) ANNEXURE 1:

TATA MOTORS - PATIL TRUCKS

QUESTIONNAIRE

Name of the customer:

Address :

ContactNo :

Page 73

Vehicle Model :

Occupation :

Q1Which tata vehicle do you have

a)Tata Magic( ) b) tata ace( )

c) tata xenon( ) d) tata 207( )

Q2What factor made you to buy

a)Price( ) b)performance( )

c)service( ) d)other( )

Q3) are you satisfied with price/ charges paid for the service ?

a) Satisfied ( ) b) dis-satisfied ( )

Q4) are you satisfied with mileage of mini trucks ?

a) Satisfied ( ) b) dis-satisfied ( )

Q5) where do you purchase spare parts required for your vehicle

a) At showroom ( ) b) at retail outlet ( )

Q6) Tick following features on 1 to 6 or rating scale?

( 1 best , 6 least )

a) Mileage ( ) b) Comfort ( )

c) Load capacity ( ) d) Design ( )

e) Performance ( ) f) Resale value ( )

Q7) Is it the spare parts charged reasonable in service station?

a) Yes ( ) b) No ( )

Q8) How do you feel about service provided by PATIL TRUCKS ?

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a) Excellent ( ) b) Good ( )

c) Ok ( ) d) Bad ( )

Q9) Which facility do you expect from the dealer most?

a) Timely delivery ( ) b) Quality of service ( )

c) Discount on spare parts ( ) d) less labor charges ( )

Q10)How do you rate our overall dealer performance?

a) Excellent ( ) b) Satisfactory ( )

b) Good ( ) d) Fair ( )

Q11) Are you satisfied with promotional activity carried out by the dealer ?

a) Yes ( ) b) No ( )

Q12) Do you have to make advance booking for service?

a) Yes ( ) b) No ( )

Q13) which of the vehicle parameter was more highlighted while sale promotion ( rating 1 to 5)

Sl no

Parameter Excellent Good Average Need improvement

1. Fuel efficiency

2. Technology

3. Design

4. Load capacity

5. Comfort

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6. After sale & service

Q14) After servicing was it delivered on time ?

a) Yes ( ) b) No ( )

Q15) How was the overall experience with TATA ACE ?

a) Excellent ( ) b) Satisfied ( ) b) Good ( ) d) Bad ( )

Q16) Likings of the vehicle compared with other competitor vehicle ?

a) Brand ( ) b) Product ( ) b) Service ( ) d) Quality ( )

Q17) If any suggestions to Patil Trucks

………………………………………………………………………………………………………

………………………………………………………………………………………………………

ANNEXURE 2: The general technical specification being submitted to customers is as follows.

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Model : TATA 275 IDI NA BS-II (and BS-III)

Type: 4-stroke, naturally aspirated, indirect injection diesel engine Max. Output: 16 hp @

3200 rpm Max. Torque : 3.8 mkg @ 2000 rpm Displacement : 700 cc Special Items :

catalytic converter (only in BS III)

GEAR BOX : GBS 65-4/5.27 Type : Synchromesh (4 forward gears), Sliding mesh

(reverse gear)

STEERING : Mechanical, variable ratio (20.5 to 24.5), 380 mm dia

BRAKES Type : Dual circuit hydraulically activated Front : Disc brakes Rear : Drum

brakes (200 mm dia x 30 mm) Parking Brake : Cable operated mechanical linkages acting

on rear wheels

SUSPENSION Type : Parabolic leaf spring suspension at both front and rear Shock

absorber : Hydraulic double-acting telescopic type both at front and rear

WHEELS AND TYRES 145R12 LT 8PR RADIAL FUEL TANK Capacity 30 liters

PERFORMANCE Max. Speed: 64 kmph Max. Gradeability : 16%

Overall Length (A) : 3800 Width : 1500 Wheel base (D) : 2100 Overall height © : 1820

Track Front (E) : 1300 Track Rear (F) : 1320 Min Turning Circle Dia : 8.6 m

WEIGHTS Max. GVW : 1550 kg Kerb weight : 805 kg Seating capacity : Driver +

(10)BIBLIOGRAPHY

BOOKS REFERRED:

1) Marketing Management 13th Edition by Philip Kotler

2) Research Methodology 2nd Revised Edition by C R Kothari

3) Consumer Behavior- By Leon Schiff man

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4) Business Research Methods-By S.N.Murthy

WEBSITES:

1) www.tatamotors.com

2) www.tatasons.com

3) www.bseindia.com

4) www.google.com

5) www.moneycontrol.com

INTERNAL RECORDS:

Annual Report of Tata Motors

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