customer relationshi management

8/10/2019 customer relationshi management

1/52

A

Project Report

On

Study of the Customer Relationship Management for TATA

motors Bhilai

Master of Business Administration Mar!eting"

Su#mitted in partial fulfillment of the re$uirements for a%ard of

MAST&R O' B(S)*&SS A+M)*)STRAT)O*

Of

Chhattisgarh S%ami ,i-e!anand Technical (ni-ersity. Bhilai

Su#mitted #y

Aa!ash /ais%al

MBA ))) Semester. 012340125

+&PARTM&*T O' MA*A6&M&*T

B7)8A) )*ST)T(T& O' T&C7*O8O69

An )SO :112;0111 Certified )nstitute"

Bhilai 7ouse. 6


2/52

C&RT)')CAT&

This is to certify that the Project Report entitled Studying of the Customer

Relationship Management for Sairam motors BhilaiBeing submitted by Aakash

Jaiswal in fulfillment of the reuirement of !""ATT#$%AR" $&A'# (#()*A+A+,

T)!"+#!A- .+#()R$#T/ is a record of an independent work done by his under my

guidance and super0ision1

S)6*AT(R& O' T7& S(P&R,)SOR"

Mr< Sanu Sam

6M SA8&S

SA)RAM MOTORS B7)8A)


3/52


4/52

AC>*O?8&+6&M&*T

'y $pecial Thanks and gratitude to $A#RA' '3T3R$ B"#-A# for their generosity4

cooperation and superb guidance that helped me in completion of my project report1

# am also thankful to4 'r1 $anjay %uha 5"131, 'BA ,ept16 B#T ,urg4 and to my

#nternal %uide4 ,r1 .rwashi $hri0asta0a4 for their encouragement and moti0ation

which was a great source of inspiration1

# am e7tremely grateful to 'rs1 $anu sam 5"R 'anager6 and the entire staff of

$A#RA' '3T3R$ B"#-A# for their cooperation and generosity1 Their e7perience

helped me a lot in doing my project1

AA>AS7 /A)S?A8"


5/52

TAB8& O' CO*T&*T

S&R)A8 *o< T)T8& PA6& *o8


6/52

TAB-) @19 !.$T3')RF$ $AT#$;A!T#3+ ;3R $A#RA' '3T3R$ =9

TAB-) @1: &hich 0ersion of the models are mostly demanded by the customerFs =:

TAB-) @1< ;eatures of Tata 'otors = After ser0icing 0ehicle deli0ered at the promised timeG =>

TAB-) @1@ &hat rank you will gi0e to Tata company as for the satisfaction le0elG =@

TAB-) @1D &hat type of repot shared between !ustomer and dealerG =D

TAB-) @1C About !ompany after $ales $er0ice =C


7/52

C7APT&R 42

RAT)O*A8& 'OR T7& ST(+9

#n todayFs intensely competiti0e4 rapidly changing and highly comple7 en0ironment

characteriHe by diminishing customer loyalty4 the need to be market Ifocused and customer

centric is more critical than any other time in past1 #t is highly imperati0e for e0ery

organiHation to retain and use 0aluable information about their customer to enhance their

business strategies and product and ser0ice offerings1 Today4 the key focus area of much

organiHation is identification of a link between customer satisfaction and performance1

"owe0er4 satisfaction as the confirmation of e7pectation has started to be conceptualiHing


8/52

almost as a threshold for customers1 The deli0ery of satisfaction is the minimum the customer

e7pects1

After completing the primary formalities for 0ocational training4 the approach followed forthe project was by 1ha0ing debatable discussion on 0arious topics with the project guide4 and

keeping in mind the total time duration C weeks4 the project title ST(+9 O' T7&

C(STOM&R R&8AT)O*S7)P MA*A6&M&*T 'OR SA)RAM MOTORS. B7)8A)

was decided1 Primarily4 the researcher was gi0en some random idea about this project at

$A#RA' motors1 After ha0ing 0ery basic understanding about its objecti0e and its

importance in the organiHation4 helped in understanding the project better so as to make

platform for analysis1 The objecti0e behind making this project is to ha0e the knowledge ofthe practices of Tata $er0ices by the 'arketing ,epartment1 Tata 'otors -imited >

smaller4 fewer4 lighter and more beautiful style and design uotient1

Tata 'otors is #ndiaKs leading passenger car company4 accounting for o0er of the domestic

car market1 ;rom its 0ery inception4 Tata 'otors has brought to #ndia4 a simple yet powerful

philosophy1 The e7treme rele0ance of our brands in the #ndian car arena4 in beat with the

lifestyles and desires of our changing nation has made us the market fa0orites4 for o0er two

decades1 %aining ground from strength to strength4 we are inspirited now more than e0er4 to

push boundaries and conuer new horiHons1 The #ndian economy grew at an impressi0e @

percent in %,P during :9:89


9/52

C7APT&R 40

OB/&CT),& O' T7& ST(+9

PRO/&CT T)T8&;

Study of the Customer Relationship Management for Sairam Motors. Bhilai

OB/&CT),& O' PRO/&CT;

Primary o#jecti-e;

To study the customer awareness about Tata 'otors $A#RA' motors1

To enhance the sale of Tata (ehicles in the showroom1


10/52


11/52

C7APT&R 4@

PRO')8& O' T7& COMPA*9

TATA MOTORS 4 AT A 68A*C&

Tata 'otors -imited5formerlyT)-!34 short forTata )ngineering and -ocomoti0e

!ompany6 is an #ndianmultinational automoti-e manufacturing company

headuartered inMum#ai. Maharashtra4 #ndia and a subsidiary of theTata 6roup1

#ts products include passenger cars4 trucks4 0ans4 coaches4 buses4 constructioneuipment and military 0ehicles1 #t is the%orlds se-enteenth4largest motor

-ehiclemanufacturing company4 fourth8largest truck manufacturer and second8largest

bus manufacturer by 0olume1
http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Mumbai,_Maharashtrahttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Automotive_industry#Top_vehicle_manufacturing_groups_by_volumehttp://en.wikipedia.org/wiki/Automotive_industry#Top_vehicle_manufacturing_groups_by_volumehttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Mumbai,_Maharashtrahttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Automotive_industry#Top_vehicle_manufacturing_groups_by_volumehttp://en.wikipedia.org/wiki/Automotive_industry#Top_vehicle_manufacturing_groups_by_volume


12/52

COMPA*9 PRO')8&

Tata 'otors -imited is #ndiaFs largest automobile company4 with consolidated re0enues of

#+R :4


13/52

The Tata 'otors %roupFs o0er @4 employees are guided by the mission to be passionate

in anticipating and pro0iding the best 0ehicles and e7periences that e7cite our customers

globally1KK

)stablished in 9?=>4 Tata 'otorsF presence cuts across the length and breadth of #ndia1 30er

C million Tata 0ehicles ply on #ndian roads4 since the first rolled out in 9?>=1 The companyFs

manufacturing base in #ndia is spread across Jamshedpur 5Jharkhand64 Pune 5'aharashtra64

-ucknow 5.ttar Pradesh64 Pantnagar 5.ttarakhand64 $anand 5%ujarat6 and ,harwad

5*arnataka61 ;ollowing a strategic alliance with ;iat in :>4 it has set up an industrial joint

0enture with ;iat %roup Automobiles at Ranjangaon 5'aharashtra6 to produce both ;iat and

Tata cars and ;iat powertrains1 The companyFs dealership4 sales4 ser0ices and spare parts

network comprises o0er @4@ touch points4 across the world1

Tata 'otors4 also listed in the +ew /ork $tock )7change 5$eptember :=64 has emerged as

an international automobile company1 Through subsidiaries and associate companies4 Tata

'otors has operations in the .*4 $outh *orea4 Thailand4 $outh Africa and #ndonesia1 Among

them is Jaguar -and Ro0er4 acuired in :C1 #n :=4 it acuired the ,aewoo !ommercial

(ehicles !ompany4 $outh *oreaFs second largest truck maker1 The rechristened Tata ,aewoo

!ommercial (ehicles !ompany has launched se0eral new products in the *orean market4

while also e7porting these products to se0eral international markets1 Today two8thirds of

hea0y commercial 0ehicle e7ports out of $outh *orea are from Tata ,aewoo1 #n :@4 Tata

'otors formed a >9L=? joint 0enture with the BraHil8based4 'arcopolo4 a global leader in

body8building for buses and coaches to manufacture fully8built buses and coaches for #ndia I

the plant is located in ,harwad1 #n :@4 Tata 'otors entered into joint 0enture with

Thonburi Automoti0e Assembly Plant !ompany of Thailand to manufacture and market the

companyFs pickup 0ehicles in Thailand4 and entered the market in :C1 Tata 'otors 5$A6

5Proprietary6 -td14 Tata 'otorsK joint 0enture with Tata Africa "olding 5Pty6 -td1 set up in

:994 has an assembly plant in Rosslyn4 north of Pretoria1 The plant can assemble4 semi

knocked down 5$*,6 kits4 light4 medium and hea0y commercial 0ehicles ranging from =

tonnes to > tonnes1

Tata 'otors is also e7panding its international footprint4 established through e7ports since

9?@91 The companyFs commercial and passenger 0ehicles are already being marketed in

se0eral countries in )urope4 Africa4 the 'iddle )ast4 $outh )ast Asia4 $outh Asia4 $outh


14/52

America4 !#$ and Russia1 #t has franchisee2joint 0enture assembly operations in Bangladesh4

.kraine4 and $enegal1

The foundation of the companyFs growth o0er the last @C years is a deep understanding of

economic stimuli and customer needs4 and the ability to translate them into customer8desired

offerings through leading edge R,1 &ith o0er =4> engineers4 scientists and technicians

the companyFs )ngineering Research !entre4 established in 9?@@4 has enabled pioneering

technologies and products1 The company today has R, centres in Pune4 Jamshedpur4

-ucknow4 ,harwad in #ndia4 and in $outh *orea4 #taly4 $pain4 and the .*1

#t was Tata 'otors4 which launched the first indigenously de0eloped -ight !ommercial

(ehicle in 9?C@1 #n :>4 Tata 'otors created a new segment by launching the Tata Ace4

#ndiaFs first indigenously de0eloped mini8truck1 #n :?4 the company launched its globally

benchmarked Prima range of trucks and in :9: the .ltra range of international standard light

commercial 0ehicles1 #n their power4 speed4 carrying capacity4 operating economy and trims4

they will introduce new benchmarks in #ndia and match the best in the world in performance

at a lower life8cycle cost1

Tata 'otors also introduced #ndiaFs first $ports .tility (ehicle in 9??9 and4 in 9??C4 the Tata

#ndica4 #ndiaFs first fully indigenous passenger car1

#n January :C4 Tata 'otors un0eiled its PeopleFs !ar4 the Tata +ano1 The Tata +ano has

been subseuently launched4 as planned4 in #ndia in 'arch :?4 and subseuently in :99 in

+epal and $ri -anka1 A de0elopment4 which signifies a first for the global automobile

industry4 the +ano brings the joy of a car within the reach of thousands of families1

Tata 'otors is eually focussed on en0ironment8friendly technologies in emissions and

alternati0e fuels1 #t has de0eloped electric and hybrid 0ehicles both for personal and public

transportation1 #t has also been implementing se0eral en0ironment8friendly technologies in

manufacturing processes4 significantly enhancing resource conser0ation1

Through its subsidiaries4 the company is engaged in engineering and automoti0e solutions4

automoti0e 0ehicle components manufacturing and supply chain acti0ities4 0ehicle financing4

and machine tools and factory automation solutions1

Tata 'otors is committed to impro0ing the uality of life of communities by working on four

thrust areas I employability4 education4 health and en0ironment1 The acti0ities touch the li0es

of more than a million citiHens1 The companyFs support on education and employability is


15/52

focused on youth and women1 They range from schools to technical education institutes to

actual facilitation of income generation1 #n health4 the companyFs inter0ention is in both

pre0enti0e and curati0e health care1 The goal of en0ironment protection is achie0ed through

tree plantation4 conser0ing water and creating new water bodies and4 last but not the least4 by

introducing appropriate technologies in 0ehicles and operations for constantly enhancing

en0ironment care1

TATA CO+& O' CO*+(CT

The Tata !ode of !onduct is a set of principles that guide and go0ern the conduct of Tata

companies and their employees in all matters relating to business1 ;irst elucidated in 9??C4

the !ode lays down the ethical standards that Tata employees ha0e to obser0e in their

professional li0es4 and it defines the 0alue system at the heart of the Tata group and its many

business entities1

The !ode is a dynamic document that reinforces the Tata canon of honorable beha0ior in

business1 &hile it has remained unaltered at its core4 the !ode has been modified down the

years to keep it in step with changing regulatory norms in the different parts of the world that

Tata companies now do business1 These modifications ha0e reinforced the !ode4 and enable

it to reflect the di0erse business4 cultural and other factors that ha0e a bearing on the health ofthe Tata brand1

COMPA*9 PRO+(CTS

Offers follo%ing models of cars such as;

Tata +ano

Tata Bolt Tata Mest


16/52

Tata (ista

Tata #ndica

Tata 'anHa

Tata #ndigo

Tata $afari $torme

Tata $afari ,icor

Tata $umo %old

Tata $umo %rande

Tata (enture

Tata Eenon

Tata Aria

Tata 'o0us

M)8&STO*&S


17/52

012@ Tata +ano becomes the first Auto Brand in #ndia to cross < million fans

on ;acebook

The Tata #ndigo e!$ enters -imca Book of Records

Tata 'otorsK Jamshedpur plant rolls out its two millionth truck

Tata +ano offered industry first phenomenon 8 $wipe your credit card

and dri0e home a +ano

Tata 'otors launches the world8class range of Tata PR#'A trucks in $ri

-anka

0120 Tata 'otors enters BangladeshFs new car market

Tata Ace races through the one8million mark in just :4@C days

Tata $afari $torme4 the Real $.(4 hits the road

-aunch of PT Tata 'otors #ndonesia

Tata 'otors plant at ,harwad comes on stream

Tata 'otors enters into distribution agreement in 'yanmar -aunch of Tata Ace in $outh Africa

0122 Tata (enture launched

-aunch of Tata ,i0o -u7ury !oach and Tata $tarbus .ltra

-aunch of Tata +ano :9:

Tata $umo %old introduced

Range Ro0er )0oue launched in #ndia

+ew Tata #ndica (ista launched

Tata 'agic #R#$ and Tata Ace Mip launched

Tata #ndica e(: introduced with :> kmpl mileage

Tata Pi7el4 a city car concept for )urope4 displayed at the %ene0a 'otor

$how

Refreshed Tata #ndigo 'anHa introduced

Tata Prima !onsTruck range launched

Tata 'otors un0eiled assembly plant in $outh Africa

Tata +ano began international journey with $ri -anka

Tata 'otors completes > years of its #nternational Business

Jaguar -and Ro0er inaugurated its 0ehicle assembly plant in Pune

Tata +ano launched in +epal

"(T- amalgamates into "(A- renamed as T'- ,ri0elines -td1

Tata 'otors 5-ucknow6 produced dispatched the first "ybrid !hassis

to $pain

Tata 'otors 5,harwad6 rolled out the first Tata Ace Mip

Tata =D celebrated its sil0er jubilee year

Jaguar celebrates > years of iconic )8Type

0121 Tata 'otors %roup un0eils the Jaguar EJN =7=4 D8seater !rosso0er Tata

Aria4 Tata (enture and the Tata 'agic #ris at the Auto )7po :99


18/52

A?AR+S


19/52

TATA '3T3R$ &3+ T") A&AR, ;3R T") B)$T -)AR+#+%

3R%A+#$AT#3+$ 3; A$#A 5:9989:6

TATA '3T3R$ '3$T R)P.T), !3'PA+/L +#)-$)+ R)P3RT

TATA '3T3R$ +$ T") %3-,)+ P)A!3!* A&AR, ;3R )E!)--)+!)

#+ !3RP3RAT) %3()R+A+!)

PA+T+A%AR P-A+T "A$ B))+ !3+;)RR), .P3+ T" T") $&3R, 3;

"3+3.R A&AR, B/ BR#T#$" $A;)T/ !3.+!#-4 .*1

JA%.AR -A+, R3()R +$ T&3 OB)$T 3; A.T3 $"3&O A&AR,$ ;R3'

A.T3&))* 'A%AM#+) AT :99 ;RA+*;.RT '3T3R $"3&

TATA '3T3R$ -.!*+3& P-A+T +$ %R))+T)!" )+(#R3+')+T

$#-()R A&AR, :99

TATA '3T3R$ -T, "A$ B))+ $)-)!T), A$ T") ++)R 3; K%3-,)+

P)A!3!* A&AR, ;3R !3RP3RAT) $3!#A- R)$P3+$#B#-#T/K ;3R T")

/)AR :99

!.$T3')R $.PP3RT !(B. "A$ B))+ !3+;)RR), T" T") K%3-,)+

P)A!3!* +AT#3+A- TRA#+#+% A&AR,K :99

TATA +A+3 +$ T") B)$T !AR A,()RT#$)')+T 3; T") /)AR AT

B-33'B)R% .T( A&AR,$

TATA +A+3K$ ,)$#%+ R)!)#()$ &3R-,K$ 3-,)$T A+, !3()T),

#+T)R+AT#3+A- A&AR,

-.!*+3& P-A+T +$ RAJ#( %A+,"# +AT#3+A- A&AR, ;3R :?

'R1 RA(# *A+T R)!)#()$ T") %3-,)+ P)A!3!* !3RP3RAT) A&AR,

;3R B.$#+)$$ -)A,)R$"#P 8 :9

!+B! T(9C KB)$T !;3K A&AR, ;3R 'R1 !1 RA'A*R#$"+A+

!(B. P.+) R)!)#()$ )E!)--)+T )+)R%/ );;#!#)+T .+#T A&AR,

!(B. -.!*+3& BA%$ )E!)--)+T )+)R%/ );;#!#)+T .+#T8A&AR,

;3R T") $)!3+, T#') #+ A R3&

!(B. P.+) ,)!-AR), ++)R 3; T") 'P!B (A$.+,"ARA A&AR,$

:9


20/52

C7APT&R 43

R&,)&? O' 8)T&RAT(R&

C


21/52

Customer relationship management 5CRM6 consists of the processes a company uses to

track and organiHe its contacts with its current and prospecti0e customers1 !R' software is

used to support these processesN information about customers and customer interactions can

be entered4 stored and accessed by employees in different company departments1 Typical

!R' goals are to impro0e ser0ices pro0ided to customers4 and to use customer contact

information for targeted marketing1

&hile the term !R' generally refers to a software8based approach to handling customer

relationships4 most !R' software 0endors stress that a successful !R' effort reuires a

holisticapproach1 !R' initiati0es often fail because implementation was limited to software

installation4 without pro0iding the conte7t4 support and understanding for employees to learn4

and take full ad0antage of the information systems1 !R' tools should be implemented Oonly

after a well8de0ised strategy and operational plan are put in placeO1 !R' can be implemented

without major in0estments in software4 but software is often necessary to e7plore the full

benefits of a !R' strategy1 3ther problems occur when failing to think of sales as the output

of a process that it needs to be studied and taken into account when planning automation1

;rom the outside4 customers interacting with a company percei0e the business as a single

entity4 despite often interacting with a number of employees in different roles and

departments1 !R' is a combination of policies4 processes4 and strategies implemented by an

organiHation to unify its customer interactions and pro0ide a means to track customer

information1 #t in0ol0es the use of technology in attracting new and profitable customers4

while forming tighter bonds with e7isting ones1

CRM includes many aspects %hich relate directly to one another;
http://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Holistichttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Holistic


22/52

;ront office operations ,irect interaction with customers4 e1g1 face to face meetings4

phone calls4 e8mail4 online ser0ices etc1

Back office operations 3perations that ultimately affect the acti0ities of the front

office 5e1g14 billing4 maintenance4 planning4 marketing4 ad0ertising4 finance4manufacturing4 etc16

Business relationships #nteraction with other companies and partners4 such as

suppliers20endors and retail outlets2distributors4 industry networks 5lobbying groups4

trade associations61 This e7ternal network supports front and back office acti0ities1

Analysis *ey !R' data can be analyHed in order to plan target8marketing campaigns4

concei0e business strategies4 and judge the success of !R' acti0ities 5e1g14 market share4

number and types of customers4re0enue4profitability61

Proponents of !R' software claim that it doesnKt only allow more effecti0e ways of

managing customer relationships4 but also more customer8centric ways of doing business1

)7ecuti0es often cite the need for the proper tools as a barrier to deli0ering the e7perience

their customers e7pect1 A :? study of o0er C@ corporate e7ecuti0es re0ealed only


23/52


24/52

!ampaign managementcombines elements of 3perational and Analytical !R'1 !ampaign

management functions includeL

Target groups formed from the client base according to selected criteria

$ending campaign8related material 5e1g1 on special offers6 to selected recipients using

0arious channels 5e1g1 e8mail4 telephone4 $'$4 post6

Tracking4 storing4 and analyHing campaign statistics4 including tracking responses and

analyHing trends

5" Colla#orati-e CRM

!ollaborati0e !R' co0ers aspects of a companyKs dealings with customers that are handled

by 0arious departments within a company4 such as sales4 technical support and marketing1

$taff members from different departments can share information collected when interacting

with customers1 ;or e7ample4 feedback recei0ed by customer support agents can pro0ide

other staff members with information on the ser0ices and features reuested by customers1

!ollaborati0e !R'Ks ultimate goal is to use information collected by all departments to

impro0e the uality of ser0ices pro0ided by the company1 !R' also plays a role of data

distributor within customers4 producers and partners1 Producers can use !R' information to

de0elop products or find new market1 !R' facilitates communication between customers4

suppliers and partner by using new information system such email4 link and data bank1

E" Consumer Relationship CRM

!onsumer Relationship $ystem 5!R$6 co0ers aspects of a companyKs dealing with customers

handled by the !onsumer Affairs and !ustomer Relations contact centers within a company1

Representati0es handle in8bound contact from anonymous consumers and customers1 )arly

warnings can be issued regarding product issues 5e1g1 item recalls6 and current consumer

sentiment can be tracked 50oice of the customer61
http://en.wikipedia.org/wiki/Enterprise_Campaign_Managementhttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Voice_of_the_customerhttp://en.wikipedia.org/wiki/Enterprise_Campaign_Managementhttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Voice_of_the_customer


25/52


26/52

PR),AC9 A*+ +ATA S&C(R)T9 S9ST&M

3ne of the primary functions of !R' software is to collect information about customers1

&hen gathering data as part of a !R' solution4 a company must consider the desire for

customer pri0acy and data security4 as well as the legislati0e and cultural norms1 $ome

customers prefer assurances that their data will not be shared with third parties without their

prior consent and that safeguards are in place to pre0ent illegal access by third parties1

S


27/52

C7APT&R 45


28/52

R&S&ARC7

M&T7O+O8O69

R&S&ARC7 M&T7O+O8O69

Research methodology is a way to systematically sol0e research problem1 #n it we study the

0arious steps that are generally adopted by researcher in studying his research problem along

with logic behind them1 #t is necessary for a researcher to know not only the research

method2techniues but also the methodology1 #t may be noted4 in the conte7t of planning

de0elopment that the significance of research lines in its uality and not in uantity1

Researcher should know how to apply particular research techniues4 but they also need to

know which of these methods or techniues4 are rele0ant and which are not4 and what would

they mean and indicate and whyG

Meaning of Research

Research is common parlance refers to a search for knowledge1 #n fact research is an act of

scientific in0estigation1

The project was di0ided in to the following steps1

To decide o#jecti-e of the study

To decide research design H

application

To decide source of data collection

To decide from of data

collection


29/52

a" To decide o#jecti-e of the Study;4

This step is also research problem1 Problem definition is the most critical part of the research

process1 Research problem definition in0ol0es specifying the information needed by

management1 The main objecti0es of the study areL

To study the awareness of Tata 'otors $airam motors Bhilai

To find out the le0el of customer satisfaction with the offers4 discount and ser0ices

offered by Tata 'otors $airam motors1

#" To decide research design H application;4

Research design in0ol0es defining the research problem4 determining how to collect the data

and from whom4 establishing the way the data will be analyHed estimating costs and the

preparation of the research approach1 ;or this study4 descripti0e research was selected1

c" To decide Source of data there are t%o sources of data

i< Primary data; 4 Primarydata is the original data collected specifically for the

problem1

Reason for selecting primary data;4

#n terms of primary data a uestionnaire has been used to inter0iew desire sample units that

gi0e accurate and up to data information as well better to research problem1

Research approaches; 4

To organiIe H collect data

To process H analyIe report

To prepare the research

report


30/52

Primary data can be collected in fi0e main waysL through 3bser0ation4 focus groups4 sur0eys4

beha0ioral data4 and e7periments1

Research instruments;4

'arketing researchers ha0e a choice of three main research #nstruments in collecting primary

dataL

Fuestionnaires; 4A uestionnaire consists of uestions presented to respondents for

their answers1 Because of its fle7ibility4 the uestionnaire is by far the most common

#nstrument used to collect primary data1 Questions can be open8ended or closed8

)nded1

Fualitati-e measures; 4$ome marketers prefer more ualitati0e methods for gauging

consumer opinion because consumer actions do not always match their answers to

sur0ey uestions1 Qualitati0e research techniues are relati0ely unstructured

measurement approaches that permit a range of possible responses4 and they are a

creati0e means of ascertaining consumer perceptions that may other8&ise be difficult

to unco0er1

Mechanical de-ices; 4'echanical de0ices are occasionally used in marketing

research 1'echanical de0ices like gal0anometers measure the respondentFs interest or

emotions aroused by e7posure to a specific ad or picture1

ii< Secondary data;4 ,ata potentially useful in sol0ing a current problem but that were

collected for a different purpose1

Reason for selecting secondary data;4

$econdary data can be gathered uickly and ine7pensi0ely4 compared to primary data4 it is

clear useful to study analyHing the recent de0elopment in the telecom industry1

Contact methods;4

3nce the sampling plan has been determined4 the marketing researcher must decide how the

subject should be contactL

Mail $uestionnaire; 4The mail uestionnaire is the best way to reach people who

would not gi0e personal inter0iews or whose responses might be biased or distorted

by the inter0iewers1 'ail uestionnaires reuire simple and clearly worded uestions1


31/52

Telephone inter-ie%; 4 Telephone inter0iewing is the best method for gathering

information uicklyN the inter0iewer is also able to clarify uestions if respondents do

not understand them1 The response rate is typically higher than in the case of mailed

uestionnaires1 Personal inter-ie%; 4 Personal inter0iewing is the most 0ersatile method1 The

inter0iewer can ask more uestions and record additional obser0ations about the

respondent4 such as dress and body language1 Personal inter0iewing takes two forms1

#n arranged inter0iews4 respondents are contacted for an appointment4 and often a

small payment or incenti0e is offered1 #ntercept inter0iews in0ol0e stopping people at

a shopping mall or busy street corner and reuesting an inter0iew1

Online inter-ie%s; 4There is increased use of online methods1 There are so manyways to use the +et to do research1 #n this method4 researcher can include a

uestionnaire on its &eb site and offer a people to answer the uestionnaire1

d" To decide from of data collection H To organiIe H collect data;4

;or this project sur0ey method was selected which was carried through person inter0iew1

Because information from different customers was reuired1

3nce the researcher has formulated and de0elopment a research design including

uestionnaire second thing he has to decide whether he has to collect the information1 ;rom

all the targeted customers1 There can be two types of sur0ey are possible1

$ample $ur0ey

!ensus $ur0ey

'or this project sample Sur-ey %ar chosen

Characteristics of the sample sur-ey are;4

#t is cheaper than census sur0ey

#t reuires less time

#t is economical

'ore detail information can be collected

,eciding the sample plan reuires following decisions

$ample unit &ho is to be sur0eyed


32/52

SAMP8&

$ample is the true representation of the population by studying of the sample we can predict

the beha0ior of the population1

Sample SiIe; 051 5in this case6

Method of Sampling;4

#n this project4 the sur0ey was done within the market that means probabilistic con0enience

$ampling was carried out1

e" To process H analyIe data;4

After the data was collected it was tabulated4 analyHed and interpreted to the conclusion

reach1

Techni$ues Applied

Bar !hartL 8 A chart in which the length of the bar represents the amount of the item

associated with the bar1

Pie !hartL 8 A circle di0ided in to sections4 such that each section represents the

percentage of the total area of a circle associates with one 0ariable1

Types of Research

Along with this there may be < type of research methodology these areL8

They are I

)7ploratory Research

,escripti0e Research

!asual Research

Our research is #ased on the eJploratory research


33/52

&KP8ORATOR9 R&S&ARC7

The objecti0e of this research is to gather preliminary information that will help us to define

the problem and to suggest any hypothesis1

&hich means first we ha0e to define the problem and research objecti0eG Then we ha0e to

de0elop the research plan for collecting information1 +ow after collection data we ha0e

to interpret those data for any suggestion4


34/52

C7APT&R4E

+ATA A*A89S)S H

)*T&RPR&TAT)O*


35/52

C(STOM&RLS SAT)S'ACT)O*

TAB8& *o> ::

+o !omments >> ::

"ighly $atisfied > :

'igure *o


36/52


37/52

;rom the abo0e table we can conclude that according to the dealers => of the customer

asks for the diesel 0ariants while


38/52

'igure *o >

%ood > :

Poor 9:1> >

'igure *o


39/52

+ata Analysis

The abo0e analysis shows that there is :> customers are highly satisfied from the

performance of car4 there is > response is 0ery good and : is response for good also

there is > response of poor performance of car1

+ata )nterpretation

&e can conclude that there is huge no of customerFs are satisfied with the performance of the

car4 data is concerned with those customers who are the e7isting customers of Tata 'otors

and data is also concerned with new customers1

After ser-icing -ehicle deli-ered at the promised timeG

TAB8& *o


40/52

+ata Analysis

There is C customers response is that they get their 0ehicle at promisied time and :

customers who responded that they ne0er get their 0ehicle at promisied time1

+ata )nterpretation

$er0icing comes in after sales ser0ices4dealer pro0ides this ser0ices to customers so there is

necessary for dealer to pro0ide the 0ehicle at the promised time because it makes the

relationship better with the customers1

?hat ran! you %ill gi-e to TATA motors as for the satisfaction le-elG

TAB8& *o


41/52

+ata Analysis

The table is shows the rank for the customer satisfaction le0el 9 is highest and > is the

lowest4there is


42/52

'igure *o response for good4

: for good and also there is > opinion for poor relationship with the dealer1

+ata )nterpretation

There should be good relation between customer and dealer because it helps to increase the

sales of company and also helpful for making the customer relationship management1

A#out Company after Sales Ser-ice

TAB8& *o

(ery %ood 9:> >

%ood 9>

Poor :> 9


43/52

'igure *o for the 0ery good49> for the good and there is 9 responded for the poor

ser0ices of the company1

+ata )nterpretation

There is important to know the after sales ser0ices of the company it shows the customers

satisfaction and also shows the customer relationship management1


44/52

C7APT&R4

')*+)*6S

')*+)*6S

There is >= of satisfied customerFs of Tata 'otors1

The demand for the diesel 0ariant is more for most of the models but the firm has

limited number of the models ha0ing diesel 0ariants1 The customers are also looking

for the gas models which will be suitable for -P% and !+%1 $o the firm should think

for the diesel and gas 0ariants1

'ost of people think Tata 'otors pricing are economical so they are loyal to his

brand1 &hile other people gi0e emphasis to the after sale ser0ice1 Quality and other

features are also a trait for the buyers1


45/52

There is large no of customerFs are satisfied with the performance of the car4 data is

concerned with those customers who are the e7isting customers of Tata 'otors and

data is also concerned with new customers1

$er0icing comes in after sales ser0ices4dealer pro0ides this ser0ices to customers so

there is necessary for dealer to pro0ide the 0ehicle at the promised time because it

makes the relationship better with the customers1

There should be good relation between customer and dealer because it helps to

increase the sales of company and also helpful for making the customer relationshipmanagement1

There is important to know the after sales ser0ices of the company it shows the

customers satisfaction and also shows the customer relationship management1


46/52

C7APT&R4

8)M)TAT)O*

8)M)TAT)O*

#t was assumed that the information gi0en by the respondents is authentic and best

of their knowledge1

$ome of the 0iew gi0en was completely 0iews by customers as they were in a

hurry and were not considered in the data analysis1

The result of the study is applicable to the sur0ey area only1

Time is also one of the important limitations1


47/52

,ull process and unwilling respondent also affect the result of the study1

C7APT&R4:


48/52

CO*C8(S)O* H

R&COMM&*+AT)O*

CO*C8(S)O* O' T7& ST(+9

The research work was successfully identifying by the studying the relationship management

of Tata 'otors in $airam Tata4 Bhilai1 The conclusion can be drawn from this study may beL8

Tata 'otors is #ndiaFs one of the leading automobile manufactures and also the leader

of the market both in terms of 0olume and re0enue generated1

&ithin the domestic market4 the !ompany continued to strengthen its presence in

!ommercial (ehicles4 with sales of >4


49/52

"ence Tata 'otors -imited has captured o0er all share of =@ in the #ndian car

market1

R&COMM&*+AT)O*

To conclude4 it can be said that $airam motors has created a good image in !hhattisgarh1

$airam motor is the Best dealer of Tata 'otors1 #t is attracting the customers with its good

ser0ices1 'ost of the customers are satisfied with Tata motorsF car from $airam motors1 This

satisfaction can be concluded by the response of customer in the uestionnaires1 ,ay by day

Tata 'otors is impro0ing its reputation to other Automobile !ompany1 The comparison chart

and sur0ey report in this training report can recogniHe this1

There should be more staff ha0ing e7perience of automobile sector1

There should be more efficient planning for satisfying customer needs1

Attracti0e offers should be gi0en time to time4 to increase customerFs interests

There should be easy process of car ser0icing1

APP&*+)K

Fuestionnaires

F


50/52

Ans4 a6 Petrol b6 diesel c6 -P% or %A$

F


51/52

Contact *o;4

Address;4

*ame of Boo! *ame of Author &dition H year

'arketing 'anagement Paramhans ;oundation ;irst )dition4 9??:

Research 'ethodology !1R1*othari $econd )dition4 9??

customer relationshi management

Documents