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A STUDY ON
LEVELS OF CUSTOMER SATISFACTIONTOWARDS THELEVELS OF CUSTOMER SATISFACTIONTOWARDS THE TATA MOTOR SERVICE (FOUR WHEELER)TATA MOTOR SERVICE (FOUR WHEELER)
With reference to
SIVA SANKAR MOTORS PVT. LTD.Vishakapatnam
A Project ReportSubmitted toJawarharlal Nehru Technological University, Approved byAICTE, Kakinada in partial fulfillment of the requirement for the award
Of MASTER OF BUSINESS ADMINISTRATION
Submitted By
Yuvaraju kalli(Reg: No..08A91E0032)
ADITYA INSTITUTE OF PG STUDIES ,ADB road, surampalem, E.G.,
2008 - 10.
In partially fulfillment of the requirement for the award of Degree
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Under the guidance of
Mr. R. Srinuvas .
DEPARTMENT OF BUSINESS ADMINISTRATION
ADITYA INSTITUTE OF PG STUDIES(Affiliated to JNTU Kakinada)
kakinada 5330052008 2010
DECLARATION
I here by declare that this dissertation of my project report
entitled CUSTOMER SATISFACTION TOWARDS THE TATA
MOTOR SERVICE(FOUR WHEELER) IN SIVA SANKAR
MOTORS (P) LTD., vishakapatanam . This project has been
submitted in partial fulfillment of requirement for the award of degree
of MASTER OF BUSINESS ADMINISTRATION of JNTU
KAKINADA..
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Place:
Date: Yuvaraju Kalli
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ADITYA INSTITUTE OF P.G.STUDIESDEPARTMENT OF BUSINESS MANAGEMENT
( Affiliated To JNTU kakinada)Aditya Nagar, ADB Road, SURAMPALEM-533437,E.G.Dt
Phones:(08852)252243,252250,cell:9866576662
-----------------------------------------------------------------------------------------------------------------------
CERTIFICATE
This is to certify that the project entitled CONSUMER
SATISFACTION with reference to SIVA SANKAR MOTORS (P)
LTD., vishakapatanam . is the bonifide work done by K.Yuvaraju with
Regd.no:08A91E0032 during the period 2008-10 in partial fulfillment of the
requirement for the award of the Degree of MASTER OF BUSINESS
ADMINISTRATION in Aditya institute of P.G studies affiliated to JNTU
kakinada is a record of benefited work carried out by under my guidance and
supervision .
Project Guide Head of the dept.
Mr, R .SRINUVAS Mr. J.Nagendra Kumar
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ACKNOWLEDGEMENT
I should take the responsibility to acknowledge the following
distinguished personalities who graciously allowed me to carry out this project work
successively.
I am also thankful to all other members of the staff for their kind
cooperation in this behalf. Mainly I am very much thankful to MR. J.NAGENDRA
KUMAR, M.B.A, and Head of the department of management studies.
I am highly thankful to my guide Mr. SRINUVAS , M.B.A, Lecturer in
Management for her valuable advices and encouragement throughout the course.
It gives me great pleasure for doing this project in SIVA SHANKAR MOTORS, VISAKHAPATNAM. My sincere thanks to MR. MURALI(G.M) for the
matchless motivation..
Finally I am thankful to my parents and all my friends who have made this project a
success.
( Yuvaraju Kalli)
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CONTENTS
CHAPTER IINTRODUCTION
NEED FOR THE STUDY
OBJECTIVES OF STUDY
METHODOLOGY
LIMITATIONS
CHAPTER II
INDUSTRY PROFILE
CHAPTER III
COMPANY PROFILE
CHAPTER IVTHEORETICAL FRAME WORK
CHAPTER V
DATA ANALYSIS AND INTERPRETATION
CHAPTER VI
FINDINGS
SUGGESTIONS
CONCLUSION
APPENDIX
QUESTIONNAIRE
BIBLIOGRAPHY
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CHAPTER 1
Introduction
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INTRODUCTION
The concept of the word wheel is not of recent origin. Right form the
days when man started his living, to this day where there is tremendous
technological improvement, the importance of wheel is growing at a greater
pace.
A growing economy, expanding cities and an increasing work load
demand time and resource management. Right from the executive to a collage
going student, there is a need for a set of wheels, which grant him/her easy
mobility not only, which is efficient and reliable but also affordable.
A four-wheeler is and affordable solution that will grant good mobility.
To satisfy the needs of the consume, a large number of companies have come
up with a good number of vehicle. In this aspect it is rather essential for any
buyer to know the finer parts, which give4s a good look, the performance, the
driving, handling, reliability, and above all, the affordability of a particular
vehicle, before he owns it. Most manufactures have understood this, and
therefore developed different kinks of cars.
As there are different kinds of consumers existing in each market for
every product, there is a need produce a wide range of products to satisfy all
these customers.
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This classification was made on the grounds of better mileage, oil
consumption, pollution factors etc.
As we all know, for any organization to survive, in this highly
competitive world. It should take cadre of customers who are the backbone of
it. To make its services available to everyone Tata moters also have so many
dealers in various places. It is offering its valuable services to the people of
Vishakapatnam district through one of its dealers SIVA SHANKAR
MOTORS. Hence we felt the need of knowing about Customer satisfaction
on the products of Tata moters and the services of SIVA SHANKAR
MOTORS, in our study.
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NEED FOR THE STUDY
Now a days it is very clear that market is having 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 from both the dealers
side and as well as form the company side.
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.
As SIVA SHANKAR MOTORS Automobile Pvt. Ltd. is a distribution
channel for different companies. It is very close and inter related with the
customers. So, the motto of SIVA SHANKAR MOTORS Pvt. Ltd. is customer
satisfaction.
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SIVA SHANKAR MOTORS Pvt. Ltd. is not only concerned with selling the
products of TATA MOTORS it also provides service to the customers after
selling. So there is necessity for the organization to find out the satisfaction
level of the customers at different levels in the organization. Which help the
organization to find out the ways in improving the services being provided to
the customers. To increase the satisfaction level in them.
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OBJECTIVES
The following are the objectives of the study:
Primary objectives :
To find the satisfaction level of the customer regarding the service
provided.
To find out any drawbacks in the service delivery.
Secondary objectives :
To determine the performance of the staff
To mark suggestions for promotional measures to increase the customer
satisfaction.
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RESEARCH METHODOLOGY
INTRODUCTION :
The first and foremost step in the research process consists of problem
identification. One the problem is defined, the next is the research design
becomes easier. The research design is the basic framework, which provides
guideline for the rest of the research process. The research design specifies the
methods of data collection and analysis.
The methodology of the study is classified into the following steps.
I. Collection of primary data
II. Collection of secondary data
III. Sampling Procedure
I. Collection of Primary Data:
Communication and observation are the two basic means used for
collecting primary data. Communication involves questioning the respondents
to secure the desired information by using data collection instrument called
Questionnaire. The questionnaire used in my study is consisting of closed-end
questions and one open ended question.
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Closed-end questions:
Fixed alternative questions are used in the questionnaire.
This consists of,
A. Dichotomous Questions:
The respondent is given a choice between only two alternatives.
B. Multiple-choice Questions:
The respondents are given a set of alternatives to answer.
Open-ended question:
The customers are asked to give suggestions to improve the service of
SIVA SHANKAR MOTORS in the form of open-ended question at the end of
the questionnaire.
II. Collection of Secondary Data:
Internal and external secondary data is collected for the purpose of
study. Internal secondary data is collected within the company. This data
includes company records, previous research reports and other relevant
information.
External secondary data is generated from outside. This data includes
publications, government records and Internet etc.,
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III. Sampling Procedure:
Sample Size: 100
Sample Element:
Customer who visit SIVA SHANKAR MOTORS Automobile Pvt. Ltd.
Vishakapatnam.
Sampling Unit:
The study is restricted to the customers who come for service of their
Tata four wheelers at SIVA SHANKAR MOTORS Automobile Pvt. Ltd.
Vishakapatnam.
Period of study:
The study is conducted with in the period of two months i.e., May and
June of 2008.
Scope:
The scope of the study is mainly emphasized on the perception level of
the customers on customer feed back.
The scope of the study involves the collection of the data form the
customers at SIVA SHANKAR MOTORS Automobile Pvt. Ltd.
Vishakapatnam.
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Sampling Procedure:
Simple random sampling approach has been adopted.
Research approach:
The survey method is used, as it is the best for a descriptive research.
Mode of communication:
Three different methods of communications can be approached withquestionnaires.
1. Personal interview
2. Telephone interview
3. Mail interview
Among the three personal interview is the most versatile and flexible
mode of communication. Further explanations and classifications can be made
if desired. So the personal interview was conducted for the study.
Statistical analysis:
Data analysis and interpretation are necessary ingredients to make the
primary data obtained useful for tacking effective strategic moves. The primary
data, which has been collected by survey using a structural questionnaire, has
been systematically organized, tabulated and edited, so as to properly analyze
and achieve the objectives.
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LIMITATIONS
The following are the limitations of the present study:
Surveyed area is limited to the customers who come for service at
Vishakapatnam SIVA SHANKAR MOTORS Automobile Pvt. Ltd. only.
Times factor is a limitation as the project duration is only for 45 days i.e.,
may and June. So, the time is a limitation to cover more respondents.
Sample size may not fully represent the whole population.
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CHAPTER 2
Industry Profile
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INDUSTRY PROFILE
The automobile as we know it was not invented in a single day by a
single inventor. The history of the automobile reflects an evolution that took
place worldwide. It is estimated that over 100,000 patents created the modern
automobile. However, we can point to the many first that occurred along the
way. Starting with the first theoretical plans for a motor vehicle that had been
drawn up by both Leonardo da Vinci and Isaac Newton.
In 1769, the very first self-propelled road vehicle was a military tractor
invented by French engineer and mechanic, Nicolas joseph Cugnot (1725
1804). Cugnot used a steam engine to power his instructions at the paris
Arsenal by mechanic Brezin. It was used by the French Army to haul artillery
at a whopping speed of 2 mph on only three wheels. The vehicle has to stop
every ten to fifteen minutes to build up steam power. The steam engine and
boiler were separate form the rest of the vehicle and placed in the front. The
following year (1770), Cugnot built a steam-powered tricycle carried four
passengers.
In 1771, Cugnot drove one of his road vehicles into a stone wall, making
Cugnot the first person to get into a motor vehicle accident. This was the
beginning of bad luck for the inventor. After one of Cugnots patrons died and
the other was exiled, the money for Cugnots road vehicle experiments ended
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Steam engines powered cars by brining fuel that heated water in a
boiler, creating steam that expanded and pushed pistons that turned the
crankshaft, which then turned the wheels. During the early history of self-
propelled vehicles-both road and railroad vehicles were being developed with
steam engines. (Cugnot also designed two steam locomotives that they proved
a poor design road vehicles; however, steam engines were very successfully
used in locomotives. Historians, who accept that early steam-powered road
vehicles were automobiles, feel that Nicolas Cugnot was the inventor of the
first automobile.
After Cugnot Several Other Inventors Designed Steam-Powered
Road Vehicles
Cugnots vehicle was imporved by Frenchman, Onesiphore Pecqueur, who
also invented the first differential gear, improved Cugnots vehicle.
In 1789, the first U.S. patent for a steam-powered land vehicle was granted
to Oliver Evans.
In 1801, Richard Trevithick built a road carriage powered by steam-the first
in Great Britain.
In Britain, form 1820 to 1840, steam-powered stagecoaches were in regular
service. These were later banned from public roads and Britains railroad
system developed as a result.
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Steam-driven road tractors (built by Charles Deitz) pulled passenger
carriages around Paris and Bordeaux up to 1850.
In the United States, numerous steam coaches were built from 1860 to
1880. Inventors included. Harrison Dyer, Joseph Dixon, Rufus Porter, and
William T.James.
Amedee Bollee Sr. built advanced steam cars form 1873 to 1883. The
La Mnacelle built in 1878, had a front-mounted engine, shaft drive to he
differential, chain drive to the rear wheels, steering wheel on a vertical shaft
and drivers seat behind the engine. The boiler was carried behind the
passenger compartment.
In1871, Dr.J.W. Carhart, professor of physics at Wisconsin State
University, and the J.I. Case Company built a working steam car that won a
200-mile race.
Early Electric Cars
Steam engines were not the only engines used in early automobiles.
Vehicles with electrical engines were also invented. Between 1832 and 1839
(the exact year is uncertain), Robert Anderson of Scotland invented the first
electric motor. The vehicles were heavy, slow, expensive, and needed to stop
for recharging frequently. Both steam and electric road vehicles were
abandoned in favour of gas-powered vehicles. Electricity found greater success
in tramways and streetcars, where a constant supply of electricity was possible.
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Learn more about the history of electrical vehicles form 1890 to he
present.
However, around 1900, electric land vehicles in America outsold all
other type of cars. Then in the several years following 1900, sales of electric
vehicles took a nosedive as new type of vehicle came to dominate the
consumer market.
The very first self-powered road vehicles were powered by steam
engines and by that definition Nicolas Joseph Cugnot of France built the first
automobile in 1769- recognized by the British Royal Automobile Club and the
Automobile Club be France as being the first. So why do so many history
books say that the automobile was invented by either Gottlieb Daimler or Karl
Benz? It is because both Daimler and Benz invented highly successful nad
practical gasoline-powered vehicles that ushered worked like the cars we use
today. However , it is unfair to say that either man invented the automobile.
History of the Internal Combustion Engine The Heart of the Automobile
An internal combustion engine is any that uses the explosive combustion
of fuel to push a piston within a cylinder the pistons movement turns
crankshaft that then turns the car wheels via a chain or a drive shaft. The
different types of fuel commonly used for car combustion engines are gasoline
(or petrol), diesel, and kerosene.
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A brief outline of the history of the internal combustion engine includes the
following highlights.
1680 - Dutch physicist, Christian Huygeness designed (but never built) an
internal combustion engine that was be fueled with gunpowder.
1807 - Francois Isaac de Rivaz of Swizerland invented an internal
combustion engine that used a mixture of hydrogen and oxygen for fuel.
Rivaz designed a car for his engine the first internal combustion powered
automobile. However, this was a very unsuccessful vehicle.
1824 - English engineer, Sumuel Brown adapted an old Newcomen steam
engine to burn gas, and he used it to briefly power a vehicle up Shooters
Hill in London.
1858 - Belgian born engineer, jean joseph Etienne Lenoir invented and
patented (1860) a double-acting, electric spark-ignition internal combustion
engine fueled by coal gas. In 1863, Lenoir attached an improved engine
(using petroleum and a primitive carburetor) to a three-wheeled wagon that
managed to complete an historic fifty-mile road trip. (See image at top)
1862 - Alphonse Beau de Rochas, a French civil engineer, patentee but did
not build a foru-stroke engine (French patent #52, 593, January 16, 1862).
1864 Austrian engineer Siegfried Marcus*, built a one-cylinder engine
with a crude carburetor, and attached his engine to a cart for a rocky 500-
foot drive. It was the worlds first gasoline-powered vehicle. Several year
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later, Marcus was able to design a vehicle that briefly ran at 10 mph that
some historians consider was the forerunner of the modern automobile.
1873 George Brayton, an American engineer, developed an unsuccessful
two-stroke kerosene engine (it used two external pumping cylinders).
However, it was considered that first safe and practical oil engine.
1866 German engineers, Eugen Langen and Nikolaus August Otto
improved on Lenoirs and de Rochas designs and invented a more efficient
gas engine.
1876 Nikolaus August Otto invented and later patented a successful four
stroke engine, known as the Otto Cycle.
1876 The first successful two-stroke engine was invented by Sir Dougald
Clerk.
1883 French engineer, Edouard Delamare Debouteville, built a single-
cylinder four-stroke engine that ran on stove gas. It is not certain if he did
indeed build a car, however, Delamare-Deboutevilles designs were very
advances for the time ahead of both Daimler and Benz in some ways at
least on paper.
1885 Gottlieb Daimler invented what is often recognized as the prototype
of the modern gas engine with a vertical cylinder, and with gasoline
injected through a carburetor (patented in 1887). Daimler first built a two-
wheeled vehicle the Reitwagen (Riding Carriage) with this engine and a
year later built the worlds first four-wheeled motor vehicle.
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1886 On January 29, Karl Benz received the first patent (DRP No. 37435)
for a gas-fueled car.
1889 Daimler built an improved four-stroke engine with mushroom-
shaped valves and two V-slant cylinders.
1890 Wilhelm Maybach built the first four cylinder, four stroke
engine.
Engine design and car design were integral activities, almost all of the
engine designers mentioned above also designed cars, and a few went on to
become major manufactures of automobiles. All of these inventors and more
made notable improvements in the design of the internal combustion vehicles.
The Importance of Nicolaus Otto
One of the most important landmarks in engine design comes from
nicolaus August Otto who in 1876 invented an effective gas motor engine. Otto
built the first practical four-stroke internal combustion engine called the Otto
Cycle Engine and as soon as he had completed his engine, he built it into a
motorcycle Ottos contributions were very historically significant, it was his
four-stroke engine that was universally adopted for all liquid-fueled
automobiles going forward.
The Importance of Karl Benz
In 1885, German mechanical engineer, Karl Benz designed and built the
worlds first practical automobile to be powered by an internal-combustion
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engine. On January 29, 1886, Benz received the first patent (DRP No. 37435)
for a gas-fueled car. It was a three-wheeler, Benz built his first four-wheeler car
in 1891. Benz & Cie., the company started by the inventor, became the worlds
largest manufacture of automobiles by 1900. Benz was the first inventor to
integrate an internal combustion engine with a chassis designing both
together.
The Importance of Gottlieb Daimler
In 1885, Gottlieb Daimler (together with his design partner Wilhelm
Maybach) took Ottos internal combustion engine a step further and patented
what is generally recognized as the prototype of the modern gas engine.
Daimlers connection to Otto was a direct one; Daimler worked as technical
director of Deutz Gasmotorenfabrik, which Nikolaus Otto Co-owned in 1872.
There is some controversy as to who built the first motorcycle Otto or Daimler.
The 1885 Daimler-Maybach engine was small, lightweight, fast, used a
gasoline-injected carburetor, and had a vertical cylinder. The size, speed, and
efficiency of the engine allowed for a revolution in car design. On March 8,
1886, Daimler took a stagecoach and adapted it to hold his engine, thereby
designing the worlds first-wheeled automobile. Daimler is considered the
first inventor to have invented a practical internal-combustion engine.
In 1889, Daimler invented a V-slanted two cylinders, four-stroke engine
with mushroom-shaped valves. Just like Ottos 1876 engine, Daimlers new
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engine set the basis for all car engines going forward. Also in 1889, Daimler
and Maybach built their first automobile from the ground up; they did not adapt
another purpose vehicle as they had always been done previously. The new
Daimler automobile has a four-speed transmission and obtained speeds of 10
mph.
Daimler founded the Daimler Motoren-Gesellschaft in 1890 to
manufacture his designs. Eleven years later, Wilhelm Maybach designed the
Mercedes automobile.
If Siegfried Marcus built his second car in 1875 and it was as claimed, it
would have been the first vehicle powered by a four-cycle engine and the first
to use gasoline as a fuel, the first having a carburetor for a gasoline engine and
the first having a magneto ignition. However, the only existing evidence
indicates that the vehicle was built circa 1888/89 too late to be first.
By the early 1990s, gasoline cars started to outsell all other types of
motor vehicles. The market was growing for economical automobiles and the
need for industrial production was pressing.
The first car manufactures in the world were French : Panhard &
Levassor (1889) and Peugeot (1891). By car manufacturer we mean builders of
entire motor vehicles for sale and not just engine inventors who experimented
with car design to test their engines Daimler and Benz began as the latter
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before becoming full car manufacturers and made their early money by
licensing their patents and selling their engines to car manufacturers.
Rene Panhard and Emile Levassor
Rene Panhard and Emile Levassor were partners in a woodworking
machinery business, when they decided to become car manufactures. They
built their first car in 1890 using a Daimler engine. Edouard Sarazin, who held
the license rights to the Daimler patent for France, commissioned the team.
(Licensing a patent means that you pay a fee and then you have the right to
build and use someones invention for profit in this case Sarazin had the right
to build and sell Daimler engines in France). The partners not only
manufactured cars, they made improvements to the automotive body design.
Panhard-Levassor made vehicles with a pedal-operated clutch, a chain
transmission leading to a change-speed gearbox, and a front radiator. Levassor
was the first designer to move the engine to the front of the car and use a rear-
wheel drive layout. This design was known as the Systeme Panhard and
quickly became the standard for all cars because it gave a better balance and
improved streering. Panhard and Levassor are also credited with the invention
of the modern transmission installed in their 1895 Panhard.
Panhard and Levassor also shared the licensing rights to Daimler motors
with Armand Peugot. A peugot car went on to win the first car race held in
France, which gained Peugot publicity and boosted car sales. Ironically, the
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Paris to Marseille race of 1897 resulted in a fatal auto accident, Killing Emile
Levassor.
Early on, French manufactures did not standardize car models each car
was different from the other. The first standardized car was the 1894, Benz
Velo. One hundred and thirty four identical Velos were manufactured in 1895.
Charles and Frank Duryea
Americas first gasoline-powered commercial car manufacturer were
Charles and Frank Duryea. The brothers were bicyle makes who became
interested in gasoline engines and automobiles and built their first motor
vehicle in 1893, in Springfield, Massachusett. By 1896, the Duryea Motor
Wagon Company had sold thirteen models of the Duryea, an expensive
limousine, which remained in production into the 1920s.
Rassome Eli Olds
The first automobile to be mass-produced in the United States was the
1901, Curved Dash Oldsmobile, built by the American car manufacturer
Ransome Eli Olds (1864-1950). Olds invented the basic concept of the
assembly line and started the Detroit area automobile industry. He first began
making steam and gasoline engines with his father, Pliny Fisk Olds, in Lansing,
Michigan in 1885. Olds designed his first steam-powered car in 1887. In 1899,
with a growing experience of gasoline engines, Olds moved to Detroit to start
the Olds Motor Works, and produce low-priced cards. He produced 425
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Curved Dash Old in 1901, and was Americas leading auto manufacture from
1901 to 1904.
Henry Ford
American car manufacturer, Henry Ford (1863-1947) invented an
improved assembly line and installed the first conveyor belt-based assembly
line in this car factor in Fords Highland Park, Michigan plant, around 1913-14.
The assembly line reduced production costs for cars by reducing assembly
time. Fords famous Model T was assembled in ninety-three minutes. Ford
made his first ca, called the Quadricycle, in June 1896. However, success
came after he formed the Ford Motor Company in 1903. This was the third car
manufacturing company formed to produce the cards he designed. He
introduced the Model T in 1908 and it was a success. After installing the
moving assembly lines in his factory in 1913. Ford became the worlds biggest
car manufacturer. By 1927, 15 million Model Ts had been manufactured.
Another victory won by Henry Ford was patent battle with George B.
Selden. Selden, who had never built an automobile, held patent on a road
engine, on that basis Selden was paid royalties by all American car
manufacturers. Ford overturned Seldens patent and opened the American car
market for the building of inexpensive cars.
This flagged off the era of wheel racing, which lasted till 1964, after
which jet and rocket-propelled vehicles were allowed. Then onwards, it has
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been one big journeyon the roads. From the singsong rhythm of the bullock
cart to the jet-age, India has traveled a long way.
Some of the events and milestones in the car industry in India.
1928 The first imported car on the Indian roads.
1942 Hindustan Motors incorporated.
1944 Premier Automobiles started.
1948 First car manufactured in India.
1953 The Govt. of India decreed that only those firms which have a
manufacturing program should be allowed to operate.
1955 Only 7 firms HM, API, SMPL, PAL, M & M, TELCO received
approval .
The Liberalization in 1990 in India opened the doors for the entry of
foreign products into the market. This made the market a consumer market
with a lot of choices for the consumers. The future of the products depends on
the consumers satisfaction. The products, which are able to attract the
consumers, are having a bright future and the others are lost in the competition.
So it is very important to know the pulse of the customers. The business people
should always have correct information regarding the satisfaction level in the
customers. Different ways are to be implemented to increase the satisfaction
level in the customers.
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CHAPTER 3
Company
Profile
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TATA COMPANY PROFILE
OUR WORLD
Tata motors is the flagship company of the Tata Group with an annual
turnover of approximately US $ 2.35 billion for the year starting April 1 st 2002
to March 31 st 2003. More than 3 billion Tata Vehicles ply on Indian roads
making Tata a dominant force in India automobile industry. Its product range
covers passenger cars, multiutility vehicles, light, medium and heavy
commercial vehicles for goods and passenger transport.
7 out of 10 medium heavy commercial vehicles bear the trusted Tatamark. Tata motors has the unique distinction of giving India its first and only
indigenously built passenger car. The Tata indica and the premium feature
sedan-The Tata indigo. The indica, launched in 1998, reached the 2,50,000
sales mark within 52 months of launch. The phenomenal success of these
vehicles stand testimony of the companys research and engineering expertise.PROFILE :
Tata Motors Limited is India's largest automobile company, with
consolidated revenues of Rs. 92,519 crores (USD 20 billion) in 2009-10. It is
the leader in commercial vehicles in each segment, and among the top three in
passenger vehicles with winning products in the compact, midsize car and
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utility vehicle segments. The company is the world's fourth largest truck
manufacturer, and the world's second largest bus manufacturer.
The company's 24,000 employees are guided by the vision to be "best in the
manner in which we operate, best in the products we deliver, and best in our
value system and ethics."
Established in 1945, Tata Motors' presence indeed cuts across the length and
breadth of India. Over 5.9 million Tata vehicles ply on Indian roads, since the
first rolled out in 1954. The company's manufacturing base in India is spread
across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh),
Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic
alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat
Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata
cars and Fiat powertrains. The company is establishing a new plant at Sanand
(Gujarat). The company's dealership, sales, services and spare parts network
comprises over 3500 touch points; Tata Motors also distributes and markets
Fiat branded cars in India.
Tata Motors, the first company from India's engineering sector to be listed in
the New York Stock Exchange (September 2004), has also emerged as an
international automobile company. Through subsidiaries and associate
companies, Tata Motors has operations in the UK, South Korea, Thailand and
Spain. Among them is Jaguar Land Rover, a business comprising the two
iconic British brands that was acquired in 2008. In 2004, it acquired the
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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 joint venture with the Brazil-based Marcopolo, a global leader
in body-building for buses and coaches to manufacture fully-built buses and
coaches for India and select international markets. In 2006, Tata Motors
entered into joint venture with Thonburi Automotive Assembly Plant Company
of Thailand to manufacture and market the company's pickup vehicles in
Thailand. The new plant of Tata Motors (Thailand) has begun production of the
Xenon pickup truck, with the Xenon having been launched in Thailand in 2008.
Tata Motors is also expanding its international footprint, established through
exports since 1961. The company's commercial and passenger vehicles are
already being marketed in several countries in Europe, Africa, the Middle East,
South East Asia, South Asia and South America. It has franchisee/joint venture
assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and
South Africa.
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The foundation of the company's growth over the last 50 years is a deep
understanding of economic stimuli and customer needs, and the ability to
translate them into customer-desired offerings through leading edge R&D.
With over 3,000 engineers and scientists, the company's Engineering Research
Centre, established in 1966, has enabled pioneering technologies and products.
The company today has R&D centres in Pune, Jamshedpur, Lucknow,
Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors,
which developed the first indigenously developed Light Commercial Vehicle,
India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first
fully indigenous passenger car. Within two years of launch, Tata Indica became
India's largest selling car in its segment. In 2005, Tata Motors created a new
segment by launching the Tata Ace, India's first indigenously developed mini-
truck.
In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which
India and the world have been looking forward to. The Tata Nano has been
subsequently launched, as planned, in India in March 2009. A development,
which signifies a first for the global automobile industry, the Nano brings the
comfort and safety of a car within the reach of thousands of families. The
standard version has been priced at Rs.100,000 (excluding VAT and
transportation cost).
Designed with a family in mind, it has a roomy passenger compartment with
generous leg space and head room. It can comfortably seat four persons. Its
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mono-volume design will set a new benchmark among small cars. Its safety
performance exceeds regulatory requirements in India. Its tailpipe emission
performance too exceeds regulatory requirements. In terms of overall
pollutants, it has a lower pollution level than two-wheelers being manufactured
in India today. The lean design strategy has helped minimise weight, which
helps maximise performance per unit of energy consumed and delivers high
fuel efficiency. The high fuel efficiency also ensures that the car has low
carbon dioxide emissions, thereby providing the twin benefits of an affordable
transportation solution with a low carbon footprint.
In May 2009, Tata Motors introduced ushered in a new era in the Indian
automobile industry, in keeping with its pioneering tradition, by unveiling its
new range of world standard trucks called Prima. In their power, speed,
carrying capacity, operating economy and trims, they will introduce new
benchmarks in India and match the best in the world in performance at a lower
life-cycle cost.
Tata Motors is equally focussed on environment-friendly technologies in
emissions and alternative fuels. . It has developed electric and hybrid vehicles
both for personal and public transportation. It has also been implementing
several environment-friendly technologies in manufacturing processes,
significantly enhancing resource conservation
Through its subsidiaries, the company is engaged in engineering and
automotive solutions, construction equipment manufacturing, automotive
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vehicle components manufacturing and supply chain activities, machine tools
and factory automation solutions, high-precision tooling and plastic and
electronic components for automotive and computer applications, and
automotive retailing and service operations.
Tata Motors is committed to improving the quality of life of communities by
working on four thrust areas employability, education, health and
environment. The activities touch the lives of more than a million citizens. The
company's support on education and employability is focused on youth and
women. They range from schools to technical education institutes to actual
facilitation of income generation. In health, our intervention is in both
preventive and curative 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 our
vehicles and operations for constantly enhancing environment care.
REAR VIEW
1945 :
Tata Engineering and Locomotive Company Limited was established to
manufacture locomotives and other engineering products.
1948 :
Stem road roller introduced in collaboration with Marshall sons (UK).
1954 :
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Collaboration with Daimler Benz AG, W.Germany, for manufacture of
medium commercial vehicles.
The first vehicle rolled out with in 6 months of the contract.
1959 :
Research and Development Center set up at Jemshedpur.
1961 :
Exports began with the first truck being shipped to Ceylon, Now Srilanka.
1966 :
Setting up of the engineering research center at pune to provide impacts 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 hydraulics excavator produced with Hitachi collaboration.
1986 :
Production of first light commercial vehicle, Tata 407, indigenously
designed followed by Tata 608.
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1989 :
Introduction of the Tata mobile 206 3 rd LCV model.
1991 :
Launch of the first indigenous passenger car of Tata Siera.
Tac 20 crore produced.
One million vehicles rolled out.
1992 :
Launch of Tata estate.
1993 :
Joint venture agreement signed with Cummins Engine Co. inc. Power 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., U.K. for
manufacturing turbo chargers to be used on Cummins engines.
1995 :
Mercedes Benz Car E 220 launched.
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1996 :
Tata Sumo Deluxe launched.
1997 :
Tata Sierra Turbo launched 10000,000 th Tata sumo rolled out.
1998 :
Tata Safari Indias first sports utility vehicle launched.
2 million vehicles rolled out.Indica, Indias 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) complaint diesel engine launched.
Utility vehicle with Bharat 2 (Euro II) complaint engine launched.
Launch of CNG buses.
Launch of 1109 vehicle intermediate commercial vehicle.
2001 :
Indica V2 launched 2 nd generation indica.
100,000 th indica wheeled out.
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Launch of LNG indica.
Launch of the Tata sfari Ex.
Indica V2 becomes Indians 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 Ex series in commercial vehicles.
Launch of the tat 207 DI.
2,00,000 Tata indicates rolled out.
5,00,000 th passenger vehicle rolled out.
Launch of tat sumo + series.
Launch of the tat indgo.
Tata Engineering signed a product agreement with M G Rover of the UK.
2003 :
Launch of Tata Safari limited edition.
The Tata indigo station wagon unveiled at the Geneva motors show.
On 29 th July J.R.D Tatas birth anniversary, Tata Engineerings becomes
Tata Motors Limited.
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Tata Motors : MANUFACTURING
Tata Motors owes its leading position in the Indian automobiles industry
to strong focus on indigenisation. This focus driven the company to set world-
class manufacturing units with state-of-the-art technology. Every stage product
evolution design, development, manufacturing assembly and qua control, is
carried out meticulously. Its manufacturing plants are situated at Jamshedpur in
the East, Pune in the West and Lucknow in the North.
Jamshedpur :
This was the first unit of the company established in 1945 and is spread
over area of 822 acres. It consists of 3 divisions Truck, Engine, (including the
G Box division) and Axle.
Pune
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The Pune unit is spread over 2 geographical regions Pimpri and Chinchwad has
a combined area of around 510 acres. It was established in 1966 and houses a
production Engineering Division.
Lucknow :
Lucknow plant is the latest in Tata Motors manufacturing facilities.
Established in 1991 and covering an area of 600 acres, it was primarily started
to assem Medium commercial Vehicles (MCVs) to meet.
Tata Motors : ASSOCIATES
Over the years, Tata Motors has made substantial investments in
building companies that add value, facilitate and support is diverse range of
business activities.
Telco Construction Equipment Co. Ltd. (Telco)
Tata Technologies Ltd. (TTL) and Tata Technologies Ltd., USA (TTUS)
HV Axles Ltd., (HVAL)
HV Transmissions Ltd., (HVTL)
TAL Manufacturing Solutions Ltd. (TAL)
Sheba Properties Ltd. (Sheba)
Telco Dadajee Dhackjee Ltd. (TDDL)
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Minicar (Indica) Ltd > (Minicar)
ORGANIZATION PROFILE
TATA MOTORS
TATA ENGINEERING LOCOMOTIVE COMPANY. SIVA SHANKAR
MOTORS PVT LTD have got a dealership authorized. It distributes passenger
cars like Tata Indica,nano manza,linea.FIAT . A manager heads it. He looks
after those dealings.
TATA motors was established in 1945, Tata motors entered into a
collaboration with Paimler Benz of Germany in 1954 to manufacture
commercial vehicles, the collaboration ended in 1969. Tata motors has since
grown from strength to strength.
The company has spread its manufacturing facilities across India by
setting up plants at Jamshedpur, Pune and Lucknow. This is coupled with a
nation-wide customer support, sales and service network. The company enjoys
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a significant demand in export markets like Europe, Australia, South East Asia,
Middle East and Africa also. The companys vehicles are seen in over 70
countries now.
Customer sensitive approaches towards building products and state-the-art
manufacturing facilities have given the company a huge lead over its
competitors. Today 7 out of every 10 medium and heavy commercial vehicles
on Indian roads bear the trusted Tata mark. Tata motors presence in the utility
vehicles and passenger cars market has been firmly established. In 1998, it
launched Indias first fully indigenised. Car, indica, to the discerning consumer
and has been phenomenally successful. Tata motors is consistently evolving in
its offerings to the Indian automobiles market.
Siva shankar motors pvt.ltd.. is one of the authorized dealers in vishakapatnam
.this is the company having very good reputation in sales and service of tata
products
Siva shankar motors pvt.ltd. was established in 2008..the ceo of the company
was Mr ravindhra..and the chairman of the company was Mr.siva shankar
Prasad
In Siva shankar motors pvt.ltd..there was 150 employees working in sales and
service Siva shankar motors pvt.ltd. providing better customer satisfaction
than any other company in vishakapatanam..
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Siva shankar motors pvt.ltd. was having customer relation ship management
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.
CHAPTER 4Theoretical fame
work
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CUSTOMER SATISFACTION
Whether the buyer is satisfied after purchase depends on the offers
performance in relation to the buyers expectations. In general.
Satisfaction is a persons feeling of pleasure of disappointment resulting
from comparing a products 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.
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Many companies are aiming for high satisfaction because customers
who are just satisfied still find it easy to switch when a better comes along.Those who are highly satisfied are much less ready to switch. High satisfaction
are delight creates and emotional bond with the brand, not necessary a rational
preference. The result is high customer loyalty.
From past buying experience, friend and associates advice and
marketers and competitors information and promises buyers from their
expectations. If marketers raise expectations too high, the buyer is likely to be
disappointed. For example, Holiday inn ran a campaign a few years ago called
No Surprise Yet hotel guests still encountered a host of problems, and
Holiday Inn had to withdraw the campaign. However, if the company sets
explications too low, it wont attract enough buyers (although it will satisfy
those who do buy).
Some of todays most successful companies are raising expectations and
delivering performance to match. These companies are aiming for TCS-total
customer satisfaction.
The key to generating high customer loyalty is to deliver high customer
value. According to Michael lanning in his Delivering Profitable Value, a
company must develop a competitively superior value proposition and a
superior value-delivery system. A companys value proposition is much more
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than its positioning on single attribute; it is statement about the resulting
experience customer will have from the offering and their relationship with the
supplier. The brand must represent a promise about the total resulting
experience that customers can expect. Whether the promise is kept depends
upon the companys ability to manage its value-delivery system. The value-
delivery system includes all the communications and channel experiences the
customer will have on the way to obtaining the offering.
Whether customers will actually receive the promised value proposition
will depend upon the marketers ability to influence various core processes.
In addition to tracking customer value expectation and satisfaction,
companies need to monitor their competitors performance in these areas. For
example, a company was pleased to find that 80 percent of it customers said
they were satisfied. Then the CEO found out that its leading competitors
attained a 90 percent customer satisfaction score. He was further dismayed
when he learned that this competitors was aiming to reach a 95 percent
satisfaction score.
Tools for Tracking and measuring customer satisfaction
Complaint and
suggestions
systems
A customer-centered organization makes it easy for its
customers to deliver suggestions and complaints. Many
restaurants and hotels provide forms for guests to report likes
and dislikes. Some customer-centered companies P&G,
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General Electric, Whirlpool establish hot lines with tool-
free 800 telephone numbers. Companies are also adding web
pages and email to facilitate two-way communication,. Theinformation flows provide companies with many good ideas
and enable them to act quickly to resolve problems.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 thu8s not a good
measure of customer satisfaction. Responsive companiesmeasure of customer satisfaction directly by conducting
periodic surveys,. They send questionnaires or make
telephone calls to a random sample of recent customers. The
also solicit buyers views on their competitors performances.
While collecting customer satisfaction data, it is also useful to
ask additional questions to measure repurchased intention;
this will normally be high if the customers satisfaction is
high. It is also useful to measure the likelihood or willingness
to recommend the company and brand to others. A high
positive word-of-mouth score indicates that the company is
producing high customer satisfaction.Ghost
shopping
Companies Can Hire Persons To Pose As Potential Buyers To
Report On Strong And Weak Points Experienced In Buying
The Companies And Competitors Products. These mystery
shoppers can even these whether the companys sales
personnel handle various situations well. Thus, a mystery
shopper can complain about a restaurants food to test how
the restaurant handles this complaint. Not only should
companies hire mystery shoppers but managers themselves
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should leave their offices from time to time, enter company
and competitors sales situations where they are unknown, and
experience first hand the treatment they receive ascustomers. A variant of this is for managers to phone their
own company with questions and complaints to see how the
calls are handled.
Lost customer analysis
Companies should contract customers who have stopped buying or who have switched to another supplier to learn why
this happened. When IBM loses a customer, it mounts a
thorough effort to learn where it failed. Not only is it
important to conduct exit interviews when customers first stop
buying, it is also necessary to monitor the customer loss rate.
If it is increasing this clearly indicates that the company is
failing to satisfy customers.
For customer-centered companies, customers satisfaction is both a goal
and a marketing tool. Companies that achieve high customer satisfaction
ratings make sure that their target market know it.
Although the customer-centered firm seeks to create high customer
satisfaction, its main goal is not to maximize customer satisfaction. If the
company increases customer satisfaction by lowering its services, the result
may be lower profits. The company might be able to increase its profitability
by means other than increased satisfaction (for example, by improving
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manufacturing processes or investing more in R & D). Also, the company has
many stakeholders, including employees, dealers, suppliers, and stockholders.
Spending more to increase customer satisfaction might divert funds form
increasing the satisfaction of other Partners. Ultimately, the company must
operate on the philosophy that it is trying to deliver at a high level of customer
satisfaction subject to delivering acceptable levels of satisfaction to the other
stakeholders within the constraints of its total resources.
When customers rate their satisfaction with an element of the companys
performance-say, delivery-the company needs to recognize that customers vary
in how they define good delivery. It could mean early delivery, on-time
delivery, order completeness, and so on. Yet if the company had to spell out
every element in detail, customers would face a huge questionnaire. The
company must also realize that two customers can report being highly
satisfied for different reasons. One may be easily satisfied most of the time
and the other might be hard to please but was pleased on this occasion.
Companies should also note that managers and salespeople can
manipulate customer satisfaction ratings. They can be especially nice to
customers just before the survey. They can also try to exclude unhappy
customers from the survey. Another danger is that if customers know the
company will go out of its way to please customers, some may express high
dissatisfaction (even if satisfied) in order to receive more concessions.
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Some companies navigate all these pitfalls to reach their customer value
and satisfaction goals. We call these companies high-performance business.
CHAPTER 5
Analysis &
Interpretation
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1. Do you own a car?
S. No. Features No. of Respondents %1. yes 100 1002. no 0 0
No. of Respondents
yes1
100%
no2
0%
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2.The Vehicle that you previously used.
TABLE 2
S. No. Features No. of Respondents %1. Maruthi 23 232. Toyota 8 83. Mahindra 9 94. Not used any vehicle 34 345. Some Other vehicle 26 26
100 100
Inference :
34% of the customers previously not used any vehicle, 26% used some
other vehicle, 23% used maruthi, 9% used mahindra and 8% used Toyota.
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CHART - 2
57
23
8 9
34
26
0
5
10
15
20
25
30
35
40
Maruthi Toyota Mahindra Not usedany vehicle
SomeOther
vehicle
Vehicle used before
N o .
o f R e s p o n
d e n
t s
Maruthi
Toyota
Mahindra
Not used any vehicle
Some Other vehicle
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3.What made you to buy this vehicle.
TABLE 3
S. No. Features No. of Respondents %
1. Model 23 232. Price 13 133. Quality 21 214. Brand Name 29 295. Other Benefits 14 14
100 100
Inference :
29% of the customers opted Tata vehicle basing on the brand name,
23% basing on the model, 21% basing on the quality, 14% basing on other
benefits and 13% basing on the price.
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CHART 3
59
23
13
21
29
14
0
5
10
15
2025
30
35
Model Price Quality BrandName
Other Benefits
Reason for buying TATA Vehicle
N o .
o f R e s p o n
d e
n t s
ModelPriceQualityBrand NameOther Benefits
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4. Are you satisfied about the explanation about the benefit / features /
warranty of the vehicle and the financial schemes and the delivery
procedure at the time of purchase.
TABLE 4
S. No. Features No. of Respondents %1. Delighted 4 42. Very satisfied 27 273. Satisfied 45 454. Somewhat dissatisfied 12 125. Very dissatisfied - 06. No response 12 12
100 100
Inference :
45% of the customers are satisfied about the explanation about the
benefits, features, etc., at the time of purchase, 27% are very satisfied, 12% are
somewhat dissatisfied, 4% are delighted and 12% had not responded to the
above question.
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CHART 4
61
4
27
45
12
0
12
0
5
10
15
20
25
30
35
40
45
50
Delighted Verysatisfied
Satisfied Somewhatdissatisfied
Verydissatisfied
No response
Satisfaction Level
N o .
o f R e s p o n
d e n
t
Delighted
Very satisfied
Satisfied
Somewhat dissatisfied
Very dissatisfied
No response
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5.How is the reception at the time of enquiry by the sales personnel ?
TABLE 5
S. No. Features No. of Respondents %1. Delighted 12 122. Very satisfied 30 303. Satisfied 42 424. Somewhat dissatisfied 4 45. Very dissatisfied - 06. No response 12 12
100 100
Inference :
42% of the customers are satisfied by the reception of the sales
personnel at the time of enquiry, 30% are very satisfied, 12% are delighted, 4%
are somewhat dissatisfied and 12% had not responded to the above question.
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CHART 5
63
12
30
42
4
0
12
0
5
10
15
20
25
30
35
4045
Delighted Verysatisfied
Satisfied Somewhatdissatisfied
Verydissatisfied
No response
Satisfaction Level
N o .
o f R e s p o n
d e n
tDelightedVery satisfied
Satisfied
Somewhat dissatisfied
Very dissatisfied
No response
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6.It is ease of obtaining appointment i.e., are you satisfied with the
reception of the service advisor.
TABLE 6
S. No. Features No. of Respondents %1. Delighted 11 112. Very satisfied 50 503. Satisfied 30 304. Somewhat dissatisfied 9 95. Very dissatisfied - 0
100 100
Inference :
50% of the customers are very satisfied by the reception of the service
advisor, 30% are satisfied, 11% are delighted and 9% are somewhat
dissatisfied.
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CHART 6
65
11
50
30
9
00
10
20
30
40
50
60
Delighted Very satisfied Satisfied Somewhatdissatisfied
Verydissatisfied
Satisfaction Level
N o .
o f R e s p o
n d e n
t
Delighted
Very satisfiedSatisfied
Somewhat dissatisfiedVery dissatisfied
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7.Are you satisfied with the time taken to open the job card (work order).
TABLE 7
S. No. Features No. of Respondents %1. Delighted 23 232. Very satisfied 44 443. Satisfied 25 254. Somewhat dissatisfied 8 85. Very dissatisfied - 0
100 100
Inference :
44% of the customers are very satisfied by the time taken to open the job
card, 25% are satisfied, 23% are delighted and 8% are somewhat dissatisfied.
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CHART 7
8.How is the attitude of the service personnel ?
67
23
44
25
8
00
5
1015
20
25
30
35
40
45
50
Delighted Very satisfied Satisfied Somewhatdissatisfied
Verydissatisfied
Satisfaction Level
N o .
o f R e s p o n
d e n
t
DelightedVery satisfied
Satisfied
Somewhat dissatisfied
Very dissatisfied
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TABLE 8
S. No. Features No. of Respondents %1. Delighted 11 112. Very satisfied 28 283. Satisfied 46 464. Somewhat dissatisfied 14 145. Very dissatisfied 1 1
100 100
Inference :
46% of the customers are satisfied by the attitude of the service
personnel, 28% are very satisfied, 14% are somewhat dissatisfied, 11% are
delighted and 1% is very dissatisfied.
CHART 8
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9.Are you satisfied with the facilities of the service station like customer
waiting room etc.,
69
11
28
46
14
10
5
10
15
20
25
30
35
4045
50
Delighted Very satisfied Satisfied Somewhatdissatisfied
Verydissatisfied
Satisfaction Level
N o .
o f R e s p o n
d e n
t
Delighted
Very satisfied
Satisfied
Somewhat dissatisfiedVery dissatisfied
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TABLE 9
S. No. Features No. of Respondents %1. Delighted 8 82. Very satisfied 30 303. Satisfied 51 514. Somewhat dissatisfied 11 115. Very dissatisfied - 0
100 100
Inference :
51% of the customers are satisfied by the facilities of the service station,
30% are very satisfied, 11% are somewhat dissatisfied and 8% are delighted.
CHART 9
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10.Are the services being attended correctly to the relevant complaint ?
71
8
30
51
11
00
10
20
30
40
50
60
Delighted Very satisfied Satisfied Somewhatdissatisfied
Verydissatisfied
Satisfaction Level
N o .
o f R e s p o n
d e n
t
DelightedVery satisfied
Satisfied
Somewhat dissatisfied
Very dissatisfied
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TABLE 10
S. No. Features No. of Respondents %1. Yes 85 852. No 15 15
100 100
Inference :
85% of the customers say that the service is being attended correctly to
relevant complaint. Where as 15% feel that the service is not attended correctly
to relevant complaint.
CHART -10
72
85%
15%
Yes
No
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11.Are you satisfied with the solutions to all the problems reported by you
?
TABLE 11
S. No. Features No. of Respondents %1. Delighted 6 62. Very satisfied 40 403. Satisfied 34 344. Somewhat dissatisfied 16 16
5. Very dissatisfied 4 4100 100
Inference :
40% of the customers are very satisfied with the solutions to all the
problems reported by them, 34% are satisfied, 16% are somewhat dissatisfied,
6% are delighted and 4% are very dissatisfied.
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CHART 11
12.Are you satisfied with the delivery made i.e., is the delivery made in
time as per the conditions desired by you from service station.
TABLE 12
74
6
40
34
16
4
0
5
1015
20
25
30
35
40
45
Delighted Very satisfied Satisfied Somewhatdissatisfied
Verydissatisfied
Satisfaction Level
N o . o
f R e s p o n
d e n
t
Delighted
Very satisfiedSatisfied
Somewhat dissatisfied
Very dissatisfied
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S. No. Features No. of Respondents %1. Delighted 10 102. Very satisfied 33 33
3. Satisfied 34 344. Somewhat dissatisfied 19 195. Very dissatisfied 4 4
100 100
Inference :
34% of the customers are satisfied with the delivery made from the
service station, 33% are very satisfied, 19% are somewhat dissatisfied, 10% aredelighted and 9% are very dissatisfied.
CHART 12
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76
10
3334
19
4
0
5
10
15
20
25
30
35
40
Delighted Very satisfied Satisfied Somewhatdissatisfied
Verydissatisfied
Satisfaction Level
N o .
o f R e s p o n
d e n
t
DelightedVery satisfied
Satisfied
Somewhat dissatisfied
Very dissatisfied
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13.Are you satisfied with the explanation of job done and bill at the time
of delivery.
TABLE 13
S. No. Features No. of Respondents %1. Delighted 10 102. Very satisfied 41 413. Satisfied 37 374. Somewhat dissatisfied 12 12
5. Very dissatisfied - 0100 100
Inference :
41% of the customers are very satisfied with the explanation of job done
and bill at the time of delivery, 37% are satisfied, 12% are somewhat
dissatisfied and 10% are delighted.
CHART 13
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14.Do you feel the labour and spare part charge reasonable.
78
10
4137
12
00
5
10
15
20
25
30
35
40
45
Delighted Very satisfied Satisfied Somewhatdissatisfied
Verydissatisfied
Satisfaction Level
N o .
o f R e s p o n
d e n
t
Delighted
Very satisfiedSatisfied
Somewhat dissatisfiedVery dissatisfied
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TABLE 14
S. No. Features No. of Respondents %1. Delighted 3 32. Very satisfied 7 73. Satisfied 42 424. Somewhat dissatisfied 42 425. Very dissatisfied 6 6
100 100
Inference :
42% of the customers are satisfied by the labour and spare parts charge,
42% are somewhat dissatisfied, 7% are very satisfied, 6% are very dissatisfied
and 3% are delighted.
CHART 14
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15.Are your receiving our service reminders regularly ?
80
3
7
42 42
6
05
10
15
20
25
30
35
40
45
Delighted Very satisfied Satisfied Somewhatdissatisfied
Verydissatisfied
Satisfaction Level
N o .
o f R e s p o n
d e n
t
Delighted
Very satisfiedSatisfied
Somewhat dissatisfied
Very dissatisfied
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TABLE 15
S. No. Features No. of Respondents %1. Yes 56 562. No 44 44
100 100
Inference :
56% of the customers are receiving the service remainders regularly.
Whereas 44% of the customers are not receiving the service remainders
regularly.
CHART - 15
16.Are you satisfied with the overall performance of the workshop.
TABLE 16
81
56%
44%Yes
No
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S. No. Features No. of Respondents %
1. Delighted 4 42. Very satisfied 42 423. Satisfied 46 464. Somewhat dissatisfied 7 75. Very dissatisfied 1 1
100 100
Inference :
46% of the customers are satisfied with the overall performance of theworkshop, 42% are very satisfied, 7% are somewhat dissatisfied, 4% are
delighted and 1% is very dissatisfied.
CHART 16
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17. Do you recommend others to buy a car in tata motors?
83
4
42
46
7
10
5
10
15
20
25
30
35
4045
50
Delighted Very satisfied Satisfied Somewhatdissatisfied
Verydissatisfied
Satisfaction Level
N o .
o f R e s p o n
d e n
t
DelightedVery satisfied
Satisfied
Somewhat dissatisfied
Very dissatisfied
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TABLE 17
S. No. Features No. of Respondents %1. Yes 68 68%2. no 32 32%
Inference :
68% of the customers are recommend others to buy a car in tata motors
and 32% customers was not interested to recommend others to buy a car in tata
motors.
No. of Respondents
yes168%
no2
32%
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CHAPTER 6
Findings,
Suggestions
and summary
FINDINGS
34% of the customer previously not used any vehicle, 26% used some other
vehicle, 23% used maruthi, 9% used mahindra and 8% used Toyota.
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29% of the customer opted Tata vehicel basing on the brand name, 23%
basing on the model, 21% basing on the quality, 14% basing on other
benefits and 13% basing on the price.
45% of the customers are satisfied about the explanation about the benefits,
features, etc., at the time of purchase, 27% are very satisfied, 12% very
satisfied, 12% are somewhat dissatisfied, 4% are delighted and 12% had not
responded to the above question.
42% of the customers are satisfied by the reception of the sales personnel at
the time of enquiry, 30% are very satisfied, 12% are delighted, 4% are
somewhat dissatisfied and 12% had not responded to the above question.
50% of the customers are very satisfied by the reception of the service
advisor, 30% are satisfied, 11% are delighted and 9% are somewhat
dissatisfied.
44% of the customers are very satisfied by the time taken to open job card,
25% are satisfied, 23% are delighted and 8% are somewhat dissatisfied.
46% of he customers are satisfied by the attitude of the service personnel,
28% are very satisfied, 14% are somewhat dissatisfied, 11% are delighted
and 1% very dissatisfied.
51% of the customers are satisfied by the facilities of the service station,
30% are very satisfied, 11% are somewhat dissatisfied and 8% are
delighted.
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85% of the customers say that the service is being attended correctly to
relevant complaint. Where as 15% feel that the service is not attended
correctly to relevant complaint.
.
34% of the customers are satisfied with the delivery made from the service
station, 33% are very satisfied. 19% are somewhat dissatisfied, 10% are
delighted and 9% are very dissatisfied 41% of the customers are very
satisfied with the explanation of job done and bill at the time of delivery,
37% are satisfied, 12% are somewhat dissatisfied and 10% are delighted.
42% of the customers are satisfied by the labour and spare parts charge,
42% are somewhat dissatisfied, 7% are very satisfied, 6% are very
dissatisfied and 3% are delighted.
56% of the customers are receiving the service remainders regularly, where
as 44% of the customers are not receiving the service remainders regularly.
46% of the customers are satisfied with the overall performance of the
workshop 42% are very satisfied, 7% are somewhat dissatisfied, 4% are
delighted and 1% is very dissatisfied.
SUGGESTIONS
Prompt delivery of the vehicle should be made.
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Top priority must be given to taxes and long distance vehicles then local
vehicles.
Facilities like A/C. News papers, Drinking water and weeklies must be
provided and they must be up to the standards in customer waiting room.
SIVA SHANKAR MOTORS must advertise it self about its service station
by having boarding mainly at sales point and at customer waiting room.
A separate phone must be made available to deal with customers to inform
them whether the service station is ready to accept their Vehicles for service
The organization must appoint persons to deal with the customers in phone
and to explain the customers about the job done at the time of delivery.
Shelter must be their while going through job card.
The organization must instruct the workers not only to considers the job
card they must also go through the vehicle and if they find and things extra
jobs to be done them they must inform the owner and they must entire it in
job card and then go through the work.
Labour charges should be decreased
Service reminders should be sent regularly
Billing should be made faster.
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CONCLUSION
The overall performance of the services in the workshop is satisfactory
to many of the customers. Nothing in the world can be perfect. Some faults are
seen in the services though not major ones but some of the problems may give
side effect and make cause more trouble in the future. So the problems need to
be identified and solved immediately. Some of the main things are as follows.
Prompt delivery should be made.
Charges are high and need to be decreased.
The efficiency of workers is to be increased.
Check list should be maintained so that any other extra
jobs that the customers are unaware can be solved.
If the problems identified are solved effectively, then the customer
satisfaction level increases on the organization.
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CHAPTER 7
BIBLIOGRAPHY
QUESTIONNAIRE
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BIBLIOGRAPHY
Marketing research (third edition, published by Tata McGraw hill, new delhi).
PROF. G.C.BERI
Marketing Management (the Millennium edition & 8 th Edition)
PHILIP KOTLER
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QUESTIONNAIRE
SIVA SHANKAR MOTORS Pvt. Ltd., - VISHAKAPATNAM
CUSTOMER FEED BACK
Dear sir/Madam
Yuvaraju kalli doing my M.B.A in Aditya P.G Studies Surampalem My
project title is study on Customer satisfaction towords TATA MOTORS
SERVICE with reference to SIVA SHANKAR MOTORS PVT.Ltd..
VISHAKAPATNAM.
I would be greatly obligut if you can spare your most
valuable time to answer the following questions, which my urge in
bringing out this project .
Name of the customer :
Place :
Ph :
Vehicle Model :
1. Do you own a car? [ ]
a)Yes b) No
2. The Vehicle that you previously used [ ]
a) Maruti b) Toyota c) Mahindra
d) Not used any vehicle e) Some other vehicle
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3. Which version do you prefer most while buying a car? [ ]
a) petrol b) diesel
4. What made you to buy this vehicle [ ]
a) Model b) Price c) Quality
d) Brand name e) Other benefits
5. Do you agree that this car is comfortable while driving and
Whether this car have lived up to your expectations [ ]
a) Strongly Agree b) Agree c) Neither Agree Nor Dis-Agree
d)Dis-Agree e) Strongly Dis-Agree
6. Are you satisfied about the explanation about the benefits / features/ warranty
of the vehicle and the financial schemes and the delivery procedure at the time
of purchase.
a) Delighted b) Very satisfied c) Satisfied [ ]
d) Some what dissatisfied e) Very dissatisfied
7. How is the reception at the time of enquiry by the sales personal [ ]
a) Delighted b) Very satisfied c) Satisfied
d) Some what dissatisfied e) Very dissatisfied
8. Is it ease of obtaining appointment i.e., are you satisfied with the reception of
the service advisor. [ ]
a) Delighted b) Very satisfied c) Satisfied
d) Some what dissatisfied e) Very dissatisfied
9 Are you satisfied with the time taken to open the job card (work order)
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[ ]a) Delighted b) Very satisfied c) Satisfied
d) Some what dissatisfied e) Very dissatisfied
10. How is the attitude of the service personnel [ ]
a) Delighted b) Very satisfied c) Satisfied
d) Some what dissatisfied e) Very dissatisfied
11. Are you satisfied with the facilities of the service station like customer waiting
room etc., [ ]
a) Delighted b) Very satisfied c) Satisfied
d) Some what dissatisfied e) Very dissatisfied
12. Are the services being attended correctly to the relevant complaint [ ]
a) Delighted b) No
13 Are you satisfied with the delivery made i.e., Is the delivery made in times as
per the Conditions desired by you from service station. [ ]
a) Delighted b) Very satisfied c) Satisfied
d) Some what dissatisfied e) Very dissatisfied
14. Are you satisfied with the explanation if job done and bill at the time of
delivery [ ]
a) Delighted b) Very satisfied c) satisfied
d) Some what dissatisfied e) Very dissatisfied
15. Do you feel labour and spare parts charge reasonable [ ]
a) Delighted b) Very satisfied c) Satisfied
d) Some what dissatisfied e) Very dissatisfied
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16. Are you receiving our service reminders regularly [ ]
a) Yes b) No
17. Are you satisfied with the overall performance of the workshop [ ]
a) Delighted b) Very satisfied c) Satisfied
d) Some what dissatisfied e) Very dissatisfied
18. Do you recommend others to buy a car in tata motors? [ ]
a) Yes b) No
19. Please provide suggestions to improve the quality and performance of our
service?
________________________________________________________________ ___
________________________________________________________________ ___
________________________________________________________________ ___
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ABIT AKSHAYA BHARATHI INST OFTECHNOLOGY,SIDDAVATAM
ABRK ABR COLLEGE OF ENGG ANDTECHNOLOGY,KANIGIRI
ABTSARYABHATA INST OF TECHNOLOGYAND SCIENCE,MOHABBATNAGAR
ACEEADARSH COLLEGE OFENGINEERING,GOLLAPROLU
ACEMADITYA COLLEGE OFENGINEERING,MADANAPALLE
ADAMADAMS ENGINEERING.COLLEGE,PALONCHA
ADTSANASUYA DEVI INST OF TECHSCIENCES,BIBINAGAR
AESS ARAVINDAKSHA EDNL SOC GROUP OFINSTNS,SURYAPET
AGCTAKULA GOPAYYA COLL. OF ENGG. AND
TECHNOLOGY,TADEPALLIGUDEM
AIETAMARA INST. OF ENGINEERING ANDTECHNOLOGY,NARSARAOPET
AIMEAMALAPURAM INST OF MGMT SCICOLL OF ENGG,MUMMIDIVARAM
AITHANNAMACHARYA INST. OFTECHNOLOGY. ANDSCI.,HAYATHNAGAR
AKITABDULKALAM INST. OF TECHNOLOGYAND SCI.,KOTHAGUDEM
AKRN AKRG COLLEGE OF ENGG ANDTECHNOLOGY,NALLAJERLA
ALFAALFA COLLEGE OF ENGG. ANDTECHNOLOGY,ALLAGADDA
ALTSANANTHA LAKSHMI INST OF
TECHNOLOGY AND SCI,ANANTAPUR
96
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