A

Project Report

On

“Study of the Customer Relationship Management for TATA

motors Bhilai”

Master of Business Administration (Marketing)

Submitted in partial fulfillment of the requirements for award of

MASTER OF BUSINESS ADMINISTRATION

Of

Chhattisgarh Swami Vivekanand Technical University, Bhilai

Submitted by

Aakash Jaiswal

MBA III Semester, 2014-2015

DEPARTMENT OF MANAGEMENT

BHILAI INSTITUTE OF TECHNOLOGY

(An ISO 9001:2000 Certified Institute)

Bhilai House, G.E. Road, Durg – 491001(C.G.), India

CERTIFICATE

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

Relationship Management for Sairam motors Bhilai” Being submitted by “Aakash

Jaiswal” in fulfillment of the requirement of CHHATTISGARH SWAMI VIVEKANAND

TECHNICAL UNIVERSITY is a record of an independent work done by his under my

guidance and supervision.

(SIGNATURE OF THE SUPERVISOR)

Mr. Sanu Sam

GM SALES

SAIRAM MOTORS BHILAI

DECLARATION

I Declare that the Project Report entitled “Studying of the Customer Relationship

Management for Sairam motors Bhilai” Being submitted to the CHHATTISGARH

SWAMI VIVEKANAND TECHNICAL UNIVERSITY for the partial fulfillment of

the requirement for the degree of Master of Business Administration is my own

endeavors band it has not been submitted earlier to any institution / university for any

degree.

Place: -

Date: - (Aakash Jaiswal)

ACKNOWLEDGEMENT

My Special Thanks and gratitude to SAIRAM MOTORS BHILAI for their generosity,

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

I am also thankful to, Mr. Sanjay Guha (H.O.D MBA Dept.) BIT Durg, and to my

Internal Guide, Dr. Urwashi Shrivastava, for their encouragement and motivation

which was a great source of inspiration.

I am extremely grateful to Mrs. Sanu sam (HR Manager) and the entire staff of

SAIRAM MOTORS BHILAI for their cooperation and generosity. Their experience

helped me a lot in doing my project.

(AAKASH JAISWAL)

TABLE OF CONTENT

SERIAL No. TITLE PAGE No.

CHAPTER-1

1.1 RATIONAL STUDY 2

CHAPTER-2

2.1 PROJECT TITLE

2.2 OBJECTIVE OF STUDY 3

2.3 SCOPE OF THE STUDY 4

CHAPTER-3

3 PROFILE OF THE COMPANY 5-24

CHAPTER-4

4. REVIEW OF LITERATURE 25-32

CHAPTER-5

5. RESEARCH METHODOLOGY 33-39

CHAPTER-6

6. DATA ANALYSIS & INTERPRETATION

40-48

CHAPTER-7

7. FINDINGS 49

CHAPTER-8

8. LIMITATIONS 51

CHAPTER-9

9. CONCLUSION& RECOMMENDATIONS

53

10 APPENDIX 55-56

11 BIBLIOGRAPHY 57

LIST OF TABLES

TABLE 6.1 CUSTOMER’S SATISFACTION FOR SAIRAM MOTORS 41

TABLE 6.2 Which version of the models are mostly demanded by the customer’s 42

TABLE 6.3 Features of Tata Motors 43

TABLE 6.4 What is the Performance of the Car 44

TABLE 6.5 After servicing vehicle delivered at the promised time? 45

TABLE 6.6 What rank you will give to Tata company as for the satisfaction level? 46

TABLE 6.7 What type of repot shared between Customer and dealer? 47

TABLE 6.8 About Company after Sales Service 48

CHAPTER -1

RATIONALE FOR THE STUDY

In today’s intensely competitive, rapidly changing and highly complex environment

characterize by diminishing customer loyalty, the need to be market –focused and customer

centric is more critical than any other time in past. It is highly imperative for every

organization to retain and use valuable information about their customer to enhance their

business strategies and product and service offerings. Today, the key focus area of much

organization is identification of a link between customer satisfaction and performance.

However, satisfaction as the confirmation of expectation has started to be conceptualizing

almost as a threshold for customers. The delivery of satisfaction is the minimum the customer

expects.

After completing the primary formalities for vocational training, the approach followed for

the project was by .having debatable discussion on various topics with the project guide, and

keeping in mind the total time duration 8 weeks, the project title “STUDY OF THE

CUSTOMER RELATIONSHIP MANAGEMENT FOR SAIRAM MOTORS, BHILAI”

was decided. Primarily, the researcher was given some random idea about this project at

SAIRAM motors. After having very basic understanding about its objective and its

importance in the organization, helped in understanding the project better so as to make

platform for analysis. The objective behind making this project is to have the knowledge of

the practices of Tata Services by the Marketing Department. Tata Motors Limited 50%

smaller, fewer, lighter and more beautiful style and design quotient.

Tata Motors is India's leading passenger car company, accounting for over of the domestic

car market. From its very inception, Tata Motors has brought to India, a simple yet powerful

philosophy. The extreme relevance of our brands in the Indian car arena, in beat with the

lifestyles and desires of our changing nation has made us the market favorites, for over two

decades. Gaining ground from strength to strength, we are inspirited now more than ever, to

push boundaries and conquer new horizons. The Indian economy grew at an impressive 6

percent in GDP during 2012-13. Of late, inflation has hardened and oil and certain other

commodity prices have shot up, resulting in higher interest rates and an uncertain outlook for

the very near term. However, the country's economy is still expected to continue to grow

robustly, if at a slightly slower pace.

CHAPTER -2

OBJECTIVE OF THE STUDY

PROJECT TITLE:

Study of the Customer Relationship Management for Sairam Motors, Bhilai

OBJECTIVE OF PROJECT:

Primary objective:

To study the customer awareness about Tata Motors & SAIRAM motors.

To enhance the sale of Tata Vehicles in the showroom.

To know the reason for the loss of inventory.

Secondary objectives

To analyze the customer buying behavior.

To find out the satisfaction level of the customers at SAIRAM motors showroom.

To study the effect of event and promotion.

To make various suggestion on the improvement of the SAIRAM motors.

Scopes:

Study is restricted to various parts of Chhattisgarh which include: Bhilai, Durg.

The scope of the study is restricted to Customer Relationship Management only

Time frame-there is limited time of two months June and July 2013

CHAPTER -3

PROFILE OF THE COMPANY

TATA MOTORS - AT A GLANCE

Tata Motors Limited (formerly TELCO, short for Tata Engineering and LocomotiveCompany) is an Indian multinational automotive manufacturing companyheadquartered in Mumbai, Maharashtra, India and a subsidiary of the Tata Group.Its products include passenger cars, trucks, vans, coaches, buses, constructionequipment and military vehicles. It is the world's seventeenth-largest motorvehicle manufacturing company, fourth-largest truck manufacturer and second-largestbus manufacturer by volume.

COMPANY PROFILE

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

INR 2,32,834 crores (USD 38.9 billion) in 2013-14. It is the leader in commercial vehicles in

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

compact, midsize car and utility vehicle segments. It is also the world's fifth largest truck

manufacturer and fourth largest bus manufacturer.

TATA MOTORS LIMITED

Type Public

Founded 1945

Headquarters Mumbai, Maharashtra, India

Industry Automotive

Products Cars

Revenue INR 2,32,834 crores

Employees 59,759 (2012)

Parent TATA Group

The Tata Motors Group’s over 60,000 employees are guided by the mission “to be passionate

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

globally.''

Established in 1945, Tata Motors’ presence cuts across the length and breadth of India. Over

8 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company’s

manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra),

Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad

(Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint

venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and

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

network comprises over 6,600 touch points, across the world.

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

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

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

them is Jaguar Land Rover, acquired in 2008. In 2004, it acquired the Daewoo Commercial

Vehicles Company, South Korea’s second largest truck maker. The rechristened Tata Daewoo

Commercial Vehicles Company has launched several new products in the Korean market,

while also exporting these products to several international markets. Today two-thirds of

heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2006, Tata

Motors formed a 51:49 joint venture with the Brazil-based, Marcopolo, a global leader in

body-building for buses and coaches to manufacture fully-built buses and coaches for India –

the plant is located in Dharwad. In 2006, Tata Motors entered into joint venture with

Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the

company’s pickup vehicles in Thailand, and entered the market in 2008. Tata Motors (SA)

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

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

knocked down (SKD) kits, light, medium and heavy commercial vehicles ranging from 4

tonnes to 50 tonnes.

Tata Motors is also expanding its international footprint, established through exports since

1961. The company’s commercial and passenger vehicles are already being marketed in

several countries in Europe, Africa, the Middle East, South East Asia, South Asia, South

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

Ukraine, and Senegal.

The foundation of the company’s growth over the last 68 years is a deep understanding of

economic stimuli and customer needs, and the ability to translate them into customer-desired

offerings through leading edge R&D. With over 4,500 engineers, scientists and technicians

the company’s Engineering Research Centre, established in 1966, has enabled pioneering

technologies and products. The company today has R&D centres in Pune, Jamshedpur,

Lucknow, Dharwad in India, and in South Korea, Italy, Spain, and the UK.

It was Tata Motors, which launched the first indigenously developed Light Commercial

Vehicle in 1986. In 2005, Tata Motors created a new segment by launching the Tata Ace,

India’s first indigenously developed mini-truck. In 2009, the company launched its globally

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

commercial vehicles. In their power, speed, carrying capacity, operating economy and trims,

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

at a lower life-cycle cost.

Tata Motors also introduced India’s first Sports Utility Vehicle in 1991 and, in 1998, the Tata

Indica, India’s first fully indigenous passenger car.

In January 2008, Tata Motors unveiled its People’s Car, the Tata Nano. The Tata Nano has

been subsequently launched, as planned, in India in March 2009, and subsequently in 2011 in

Nepal and Sri Lanka. A development, which signifies a first for the global automobile

industry, the Nano brings the joy of a car within the reach of thousands of families.

Tata Motors is equally focussed on environment-friendly technologies in emissions and

alternative fuels. It has developed electric and hybrid vehicles both for personal and public

transportation. It has also been implementing several environment-friendly technologies in

manufacturing processes, significantly enhancing resource conservation.

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

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

and machine tools and factory automation solutions.

Tata Motors is committed to improving the quality of life of communities by working on four

thrust areas – employability, education, health and environment. The activities touch the lives

of more than a million citizens. The company’s support on education and employability is

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

actual facilitation of income generation. In health, the company’s intervention is in both

preventive and curative health care. The goal of environment protection is achieved through

tree plantation, conserving water and creating new water bodies and, last but not the least, by

introducing appropriate technologies in vehicles and operations for constantly enhancing

environment care.

TATA CODE OF CONDUCT

The Tata Code of Conduct is a set of principles that guide and govern the conduct of Tata

companies and their employees in all matters relating to business. First elucidated in 1998,

the Code lays down the ethical standards that Tata employees have to observe in their

professional lives, and it defines the value system at the heart of the Tata group and its many

business entities.

The Code is a dynamic document that reinforces the Tata canon of honorable behavior in

business. While it has remained unaltered at its core, the Code 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 business. These modifications have reinforced the Code, and enable

it to reflect the diverse business, cultural and other factors that have a bearing on the health of

the Tata brand.

COMPANY PRODUCTS

Offers following models of cars such as:

Tata Nano Tata Bolt Tata Zest

Tata Vista Tata Indica Tata Manza Tata Indigo Tata Safari Storme Tata Safari Dicor Tata Sumo Gold Tata Sumo Grande Tata Venture Tata Xenon Tata Aria Tata Movus

MILESTONES

2013 Tata Nano becomes the first Auto Brand in India to cross 3 million fans

on Facebook

The Tata Indigo eCS enters Limca Book of Records

Tata Motors' Jamshedpur plant rolls out its two millionth truck

Tata Nano offered industry first phenomenon - Swipe your credit card

and drive home a Nano

Tata Motors launches the world-class range of Tata PRIMA trucks in Sri

Lanka

2012 Tata Motors enters Bangladesh’s new car market

Tata Ace races through the one-million mark in just 2,680 days

Tata Safari Storme, the Real SUV, hits the road

Launch of PT Tata Motors Indonesia

Tata Motors plant at Dharwad comes on stream

Tata Motors enters into distribution agreement in Myanmar

Launch of Tata Ace in South Africa

2011 Tata Venture launched

Launch of Tata Divo Luxury Coach and Tata Starbus Ultra

Launch of Tata Nano 2012

Tata Sumo Gold introduced

Range Rover Evoque launched in India

New Tata Indica Vista launched

Tata Magic IRIS and Tata Ace Zip launched

Tata Indica eV2 introduced with 25 kmpl mileage

Tata Pixel, a city car concept for Europe, displayed at the Geneva Motor

Show

Refreshed Tata Indigo Manza introduced

Tata Prima ConsTruck range launched

Tata Motors unveiled assembly plant in South Africa

Tata Nano began international journey with Sri Lanka

Tata Motors completes 50 years of its International Business

Jaguar Land Rover inaugurated its vehicle assembly plant in Pune

Tata Nano launched in Nepal

HVTL amalgamates into HVAL renamed as TML Drivelines Ltd.

Tata Motors (Lucknow) produced & dispatched the first Hybrid Chassis

to Spain

Tata Motors (Dharwad) rolled out the first Tata Ace Zip

Tata 407 celebrated its silver jubilee year

Jaguar celebrates 50 years of iconic E-Type

2010 Tata Motors Group unveils the Jaguar XJ; 4x4, 7-seater Crossover Tata

Aria, Tata Venture and the Tata Magic Iris at the Auto Expo 2011

Roll out of the 100,000th Tata Safari from the Pune Plant

AWARDS

TATA MOTORS WON THE AWARD FOR THE BEST LEARNING

ORGANISATIONS OF ASIA (2011-12)

TATA MOTORS MOST REPUTED COMPANY: NIELSEN REPORT

TATA MOTORS WINS THE GOLDEN PEACOCK AWARD FOR EXCELLENCE

IN CORPORATE GOVERNANCE

PANTNAGAR PLANT HAS BEEN CONFERRED UPON WITH THE SWORD OF

HONOUR AWARD BY BRITISH SAFETY COUNCIL, UK.

JAGUAR LAND ROVER WINS TWO "BEST OF AUTO SHOW" AWARDS FROM

AUTOWEEK MAGAZINE AT 2011 FRANKFURT MOTOR SHOW

TATA MOTORS LUCKNOW PLANT WINS GREENTECH ENVIRONMENT

SILVER AWARD 2011

TATA MOTORS LTD HAS BEEN SELECTED AS THE WINNER OF 'GOLDEN

PEACOCK AWARD FOR CORPORATE SOCIAL RESPONSIBILITY' FOR THE

YEAR 2011

CUSTOMER SUPPORT CVBU HAS BEEN CONFERRED WITH THE 'GOLDEN

PEACOCK NATIONAL TRAINING AWARD' 2011

TATA NANO WINS THE BEST CAR ADVERTISEMENT OF THE YEAR AT

BLOOMBERG UTV AWARDS

TATA NANO'S DESIGN RECEIVES WORLD'S OLDEST AND COVETED

INTERNATIONAL AWARD

LUCKNOW PLANT WINS RAJIV GANDHI NATIONAL AWARD FOR 2009

MR. RAVI KANT RECEIVES THE GOLDEN PEACOCK CORPORATE AWARD

FOR BUSINESS LEADERSHIP - 2010

CNBC TV18 'BEST CFO' AWARD FOR MR. C. RAMAKRISHNAN

CVBU PUNE RECEIVES EXCELLENT ENERGY EFFICIENT UNIT AWARD

CVBU LUCKNOW BAGS EXCELLENT ENERGY EFFICIENT UNIT-AWARD

FOR THE SECOND TIME IN A ROW

CVBU PUNE DECLARED WINNER OF THE MPCB VASUNDHARA AWARDS

2010

CHAPTER -4

REVIEW OF LITERATURE

C.R.M (CUSTOMER RELATIONSHIP MANAGEMENT)

Customer relationship management (CRM) consists of the processes a company uses to

track and organize its contacts with its current and prospective customers. CRM software is

used to support these processes; information about customers and customer interactions can

be entered, stored and accessed by employees in different company departments. Typical

CRM goals are to improve services provided to customers, and to use customer contact

information for targeted marketing.

While the term CRM generally refers to a software-based approach to handling customer

relationships, most CRM software vendors stress that a successful CRM effort requires a

holistic approach. CRM initiatives often fail because implementation was limited to software

installation, without providing the context, support and understanding for employees to learn,

and take full advantage of the information systems. CRM tools should be implemented "only

after a well-devised strategy and operational plan are put in place". CRM can be implemented

without major investments in software, but software is often necessary to explore the full

benefits of a CRM strategy. Other 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 automation.

From the outside, customers interacting with a company perceive the business as a single

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

departments. CRM is a combination of policies, processes, and strategies implemented by an

organization to unify its customer interactions and provide a means to track customer

information. It involves the use of technology in attracting new and profitable customers,

while forming tighter bonds with existing ones.

CRM includes many aspects which relate directly to one another:

Front office operations — Direct interaction with customers, e.g. face to face meetings,

phone calls, e-mail, online services etc.

Back office operations — Operations that ultimately affect the activities of the front

office (e.g., billing, maintenance, planning, marketing, advertising, finance,

manufacturing, etc.)

Business relationships — Interaction with other companies and partners, such as

suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups,

trade associations). This external network supports front and back office activities.

Analysis — Key CRM data can be analyzed in order to plan target-marketing campaigns,

conceive business strategies, and judge the success of CRM activities (e.g., market share,

number and types of customers, revenue, profitability).

Proponents of CRM software claim that it doesn't only allow more effective ways of

managing customer relationships, but also more customer-centric ways of doing business.

Executives often cite the need for the proper tools as a barrier to delivering the experience

their customers expect. A 2009 study of over 860 corporate executives revealed only 39%

believes that their employees have tools and authority to solve customer problems.

Types/variations of CRM

There are several different approaches to CRM, with different software packages focusing on

different aspects. In general, Customer Service, Campaign Management and Sales Force

Automation (SFA) form the core of the system (with SFA being the most popular).

1) Operational CRM

Operational CRM provides support to "front office" business processes, e.g. to sales,

marketing and service staff. Interactions with customers are generally stored in customers'

contact histories, and staff can retrieve customer information as necessary. The contact

history provides staff members with immediate access to important information on the

customer (products owned, prior support calls etc.), eliminating the need to individually

obtain this information directly from the customer. Reaching to the customer at right time at

right place is preferable. Operational CRM processes customer data for a variety of purposes:

Managing campaigns

Enterprise Marketing Automation

Sales Force Automation

Sales Management System

2) Analytical CRM

Analytical CRM analyzes customer data for a variety of purposes:

Designing and executing targeted marketing campaigns

Designing and executing campaigns, e.g. customer acquisition, cross-selling, up-

selling, add-on-selling

Analyzing customer behavior in order to make decisions relating to products and

services (e.g. pricing, product development)

Management information system (e.g. financial forecasting and customer profitability

analysis)

Analytical CRM generally makes heavy use of data mining and other techniques to

produce useful results for decision-making. It is at the analytical stage that the importance

of fully integrated CRM software becomes most apparent. Logically speaking, the more

information that the analytical software has available for analysis, the better its

predictions and recommendations will be.

3) Sales Intelligence CRM

Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct sales

tool. Features include alerts sent to sales staff regarding:

Cross-selling/Up-selling/Switch-selling opportunities

Customer drift

Sales performance

Customer trends

Customer margins

Customer alignment

4) Campaign Management

Campaign management combines elements of Operational and Analytical CRM. Campaign

management functions include:

Target groups formed from the client base according to selected criteria

Sending campaign-related material (e.g. on special offers) to selected recipients using

various channels (e.g. e-mail, telephone, SMS, post)

Tracking, storing, and analyzing campaign statistics, including tracking responses and

analyzing trends

5) Collaborative CRM

Collaborative CRM covers aspects of a company's dealings with customers that are handled

by various departments within a company, such as sales, technical support and marketing.

Staff members from different departments can share information collected when interacting

with customers. For example, feedback received by customer support agents can provide

other staff members with information on the services and features requested by customers.

Collaborative CRM's ultimate goal is to use information collected by all departments to

improve the quality of services provided by the company. CRM also plays a role of data

distributor within customers, producers and partners. Producers can use CRM information to

develop products or find new market. CRM facilitates communication between customers,

suppliers and partner by using new information system such email, link and data bank.

6) Consumer Relationship CRM

Consumer Relationship System (CRS) covers aspects of a company's dealing with customers

handled by the Consumer Affairs and Customer Relations contact centers within a company.

Representatives handle in-bound contact from anonymous consumers and customers. Early

warnings can be issued regarding product issues (e.g. item recalls) and current consumer

sentiment can be tracked (voice of the customer).

STRATEGY

Several CRM software packages are available, and they vary in their approach to CRM.

However, as mentioned above, CRM is not just a technology but rather a comprehensive,

customer-centric approach to an organization's philosophy of dealing with its customers. This

includes policies and processes, front-of-house customer service, employee training,

marketing, systems and information management. Hence, it is important that any CRM

implementation considerations stretch beyond technology toward the broader organizational

requirements.

IMPLEMENTATION ISSUES

Many CRM project "failures" are also related to data quality and availability. Data cleaning is

a major issue. If a company's CRM strategy is to track life-cycle revenues, costs, margins,

and interactions between individual customers, this must be reflected in all business

processes. Data must be extracted from multiple sources (e.g., departmental/divisional

databases such as sales, manufacturing, supply chain, logistics, finance, service etc.), which

requires an integrated, comprehensive system in place with well-defined structures and high

data quality. Data from other systems can be transferred to CRM systems using appropriate

interfaces.

Because of the company-wide size and scope of many CRM implementations, significant

pre-planning is essential for smooth roll-out. This pre-planning involves a technical

evaluation of the data available and the technology employed in existing systems. This

evaluation is critical to determine the level of effort needed to integrate this data.

Equally critical is the human aspect of the implementation. A successful implementation

requires an understanding of the expectations and needs of the stakeholders involved. An

executive sponsor should also be obtained to provide high-level management representation

of the CRM project. An effective tool for identifying technical and human factors before

beginning a CRM project is a pre-implementation checklist. A checklist can help ensure any

potential problems are identified early in the process.

PRIVACY AND DATA SECURITY SYSTEM

One of the primary functions of CRM software is to collect information about customers.

When gathering data as part of a CRM solution, a company must consider the desire for

customer privacy and data security, as well as the legislative and cultural norms. Some

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

prior consent and that safeguards are in place to prevent illegal access by third parties.

S.M.R.-(SERVICE MARKETING REPORT)-

Services marketing report is the detail of the customers who purchased the car from the

showroom. In this report we have the data about the Customer purchasing date and the time

of car servicing. Means by this report we remind to customer that it is the time of your car

servicing .So we ask some questions for customer satisfaction these are the following

questions:

Ques.1-Are you aware of the maintained schedule of yours cars?

Ques2-As per record you cars service in due on-will you like to make a booking?

CHAPTER -5

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve research problem. In it we study the

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

with logic behind them. It is necessary for a researcher to know not only the research

method/techniques but also the methodology. It may be noted, in the context of planning &

development that the significance of research lines in its quality and not in quantity.

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

know which of these methods or techniques, are relevant and which are not, and what would

they mean and indicate and why?

Meaning of Research

“Research is common parlance refers to a search for knowledge. In fact research is an act of

scientific investigation.”

The project was divided in to the following steps.

To decide objective of the study

To decide research design &application

To decide source of data collection

To decide from of datacollection

a) To decide objective of the Study:-

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

process. Research problem definition involves specifying the information needed by

management. The main objectives of the study are:

To study the awareness of Tata Motors & Sairam motors Bhilai

To find out the level of customer satisfaction with the offers, discount and services

offered by Tata Motors & Sairam motors.

b) To decide research design & application:-

Research design involves defining the research problem, determining how to collect the data

and from whom, establishing the way the data will be analyzed estimating costs and the

preparation of the research approach. For this study, descriptive research was selected.

c) To decide Source of data there are two sources of data

i. Primary data: - Primary data is the original data collected specifically for the problem.

Reason for selecting primary data:-

In terms of primary data a questionnaire has been used to interview desire sample units that

give accurate and up to data information as well better to research problem.

Research approaches: -

To organize & collect data

To process & analyze report

To prepare the researchreport

Primary data can be collected in five main ways: through Observation, focus groups, surveys,

behavioral data, and experiments.

Research instruments:- Marketing researchers have a choice of three main research Instruments in collecting primary

data:

Questionnaires: - A questionnaire consists of questions presented to respondents for

their answers. Because of its flexibility, the questionnaire is by far the most common

Instrument used to collect primary data. Questions can be open-ended or closed-

Ended.

Qualitative measures: - Some marketers prefer more qualitative methods for gauging

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

survey questions. Qualitative research techniques are relatively unstructured

measurement approaches that permit a range of possible responses, and they are a

creative means of ascertaining consumer perceptions that may other-Wise be difficult

to uncover.

Mechanical devices: -Mechanical devices are occasionally used in marketing

research .Mechanical devices like galvanometers measure the respondent’s interest or

emotions aroused by exposure to a specific ad or picture.

ii. Secondary data:- Data potentially useful in solving a current problem but that were

collected for a different purpose.

Reason for selecting secondary data:-

Secondary data can be gathered quickly and inexpensively, compared to primary data, it is

clear useful to study analyzing the recent development in the telecom industry.

Contact methods:-Once the sampling plan has been determined, the marketing researcher must decide how the

subject should be contact:

Mail questionnaire: - The mail questionnaire is the best way to reach people who

would not give personal interviews or whose responses might be biased or distorted

by the interviewers. Mail questionnaires require simple and clearly worded questions.

Telephone interview: - Telephone interviewing is the best method for gathering

information quickly; the interviewer is also able to clarify questions if respondents do

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

questionnaires. Personal interview: - Personal interviewing is the most versatile method. The

interviewer can ask more questions and record additional observations about the

respondent, such as dress and body language. Personal interviewing takes two forms.

In arranged interviews, respondents are contacted for an appointment, and often a

small payment or incentive is offered. Intercept interviews involve stopping people at

a shopping mall or busy street corner and requesting an interview.

Online interviews: - There is increased use of online methods. There are so many

ways to use the Net to do research. In this method, researcher can include a

questionnaire on its Web site and offer a people to answer the questionnaire.

d) To decide from of data collection & To organize & collect data:-

For this project survey method was selected which was carried through person interview.

Because information from different customers was required.

Once the researcher has formulated and development a research design including

questionnaire second thing he has to decide whether he has to collect the information. From

all the targeted customers. There can be two types of survey are possible.

Sample Survey Census Survey

“For this project sample Survey war chosen”

Characteristics of the sample survey are:-

It is cheaper than census survey

It requires less time

It is economical

More detail information can be collected

Deciding the sample plan requires following decisions

Sample unit “Who is to be surveyed”

SAMPLE

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

the behavior of the population.

Sample Size: 250 (in this case)

Method of Sampling:-

In this project, the survey was done within the market that means probabilistic convenience

Sampling was carried out.

e) To process & analyze data:-

After the data was collected it was tabulated, analyzed and interpreted to the conclusion

reach.

Techniques Applied

Bar Chart: - A chart in which the length of the bar represents the amount of the item

associated with the bar.

Pie Chart: - A circle divided in to sections, such that each section represents the

percentage of the total area of a circle associates with one variable.

Types of Research

Along with this there may be 3 type of research methodology these are:-

They are –

Exploratory Research

Descriptive Research

Casual Research

“Our research is based on the exploratory research.”

EXPLORATORY RESEARCH

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

the problem and to suggest any hypothesis.”

Which means first we have to define the problem and research objective? Then we have to

develop the research plan for collecting information. Now after collection data we have

to interpret those data for any suggestion,

CHAPTER-6

DATA ANALYSIS &

INTERPRETATION

CUSTOMER’S SATISFACTION

TABLE No.6.1

Levels of Satisfaction Value Percentage respondedSatisfied 135 54%

Dissatisfied 55 22%

No Comments 55 22%

Highly Satisfied 5 2%

Figure No.6.1

Data Analysis

From the analysis we can conclude that to the existing customer of the dealers, there are

satisfied customers 54%, dissatisfied are 22% from servicing or after sales servicing,

22% is the percentage of those customers who not replied, there is also 2 % customer

who was highly satisfied from the company and also from dealers.

Data Interpretation

In the showroom there is range of the customers, huge no. of customers are satisfied from the

service of the company and dealer, there is also no. of customer who are dissatisfied from

the services but rage of satisfied and highly satisfied customer is more.

Which versions of the models are mostly demanded by the customer’s?

TABLES No. 6.2

Version Value Percentage of Demand

PETROL 90 36%

DIESEL 112.5 45%

LPG 47.5 19%

Figure No.6.2

Data Analysis

From the above table we can conclude that according to the dealers 45 % of the customer

asks for the diesel variants while 36 support the petrol variants and 19 % wants the LPG

variants of different models.

Data Interpretation

The demand for the diesel variant is more for most of the models but the firm has limited

number of the models having diesel variants. The customers are also looking for the gas

models which will suitable for LPG and CNG. So the firm should think for the diesel and

gas variants.

FEATURES OF TATA MOTORS VEHICLES

TABLE No.6.3

Features Value Percentage of loyalty

Price 95 38%

Quality 55 22%

Service 87.5 35%

Others 12.5 5%

Figure No.6.3

Data Analysis

The above analysis shows that 38 % of customers are buying the Tata Motors product for its

price, 22 % buy them due to their quality. 35% think that after sale service is provided by

Tata. And 5% people buy them due to other reasons like style, look etc.

Data Interpretation

We can conclude that most of the people think that Tata Motors pricing are economical so

they are loyal to his brand. While other people give emphasis to the after sale service. Quality

and other features are also a trait for the buyers.

What is the Performance of the Car?

TABLE No.6.4

Customer Opinion Value Percentage of Responded

Excellent 62.5 25%

Very good 125 50%

Good 50 20%

Poor 12.5 5%

Figure No.6.4

Data Analysis

The above analysis shows that there is 25% customers are highly satisfied from the

performance of car, there is 50% response is very good and 20% is response for good also

there is 5% response of poor performance of car.

Data Interpretation

We can conclude that there is huge no of customer’s are satisfied with the performance of the

car, data is concerned with those customers who are the existing customers of Tata Motors

and data is also concerned with new customers.

After servicing vehicle delivered at the promised time?

TABLE No.6.5

Customers opinion Value Percentage of Responded

Yes 200 80%

NO 50 20%

Figure No.6.5

Data Analysis

There is 80% customers response is that they get their vehicle at promisied time and 20%

customers who responded that they never get their vehicle at promisied time.

Data Interpretation

Servicing comes in after sales services,dealer provides this services to customers so there is

necessary for dealer to provide the vehicle at the promised time because it makes the

relationship better with the customers.

What rank you will give to TATA motors as for the satisfaction level?

TABLE No.6.6

Rank for the satisfaction

level

Value Percentage of Responded

1 82 33%

2 67.5 27%

3 50 20%

4 32.5 13%

5 17.5 7%

Figure No.6.6

Data Analysis

The table is shows the rank for the customer satisfaction level 1 is highest and 5 is the

lowest,there is 33% response for the rank 1,27% for the rank 2,20%for the rank 3,13% for the

rank 4,7% for the rank 5.

Data Interpretation

By the analysis this is found that there is huge customers of Mruti Suzuki those are satisfied

from the company.

What type of repot shared between Customer and dealer?

TABLE No.6.7

Customer Opinion Value Percentage of Responded

Excellent 62.5 25%

Very good 125 50%

Good 50 20%

Poor 12.5 5%

Figure No.6.7

Data Analysis

The table shows that there is 25% opinion for the excellent and 50% response for good,

20% for good and also there is 5% opinion for poor relationship with the dealer.

Data Interpretation

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 management.

About Company after Sales Service

TABLE No.6.8

Customer Opinion Value Percentage of Responded

Excellent 62.5 25%

Very Good 125 50%

Good 37.5 15%

Poor 25 10%

Figure No.6.8

Data Analysis

The table shows that there is 25% customer responded for the excellent services of company

and 50% for the very good,15% for the good and there is 10% responded for the poor

services of the company.

Data Interpretation

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

satisfaction and also shows the customer relationship management.

CHAPTER-7

FINDINGS

FINDINGS

There is 54% of satisfied customer’s of Tata Motors.

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

limited number of the models having diesel variants. The customers are also looking

for the gas models which will be suitable for LPG and CNG. So the firm should think

for the diesel and gas variants.

Most of people think Tata Motors pricing are economical so they are loyal to his

brand. While other people give emphasis to the after sale service. Quality and other

features are also a trait for the buyers.

There is large no of customer’s are satisfied with the performance of the car, data is

concerned with those customers who are the existing customers of Tata Motors and

data is also concerned with new customers.

Servicing comes in after sales services,dealer provides this services to customers so

there is necessary for dealer to provide the vehicle at the promised time because it

makes the relationship better with the customers.

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

management.

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

customers satisfaction and also shows the customer relationship management.

CHAPTER-8

LIMITATION

LIMITATION

It was assumed that the information given by the respondents is authentic and best

of their knowledge.

Some of the view given was completely views by customers as they were in a

hurry and were not considered in the data analysis.

The result of the study is applicable to the survey area only.

Time is also one of the important limitations.

Dull process and unwilling respondent also affect the result of the study.

CHAPTER-9

CONCLUSION &

RECOMMENDATION

CONCLUSION OF THE STUDY

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

of Tata Motors in Sairam Tata, Bhilai. The conclusion can be drawn from this study may be:-

Tata Motors is India’s one of the leading automobile manufactures and also the leader

of the market both in terms of volume and revenue generated.

Within the domestic market, the Company continued to strengthen its presence in

Commercial Vehicles, with sales of 5,36,232 vehicles, an all time high for the

Company, growing 1.1% from the previous year.

Hence Tata Motors Limited has captured over all share of 46% in the Indian car

market.

RECOMMENDATION

To conclude, it can be said that Sairam motors has created a good image in Chhattisgarh.

Sairam motor is the Best dealer of Tata Motors. It is attracting the customers with its good

services. Most of the customers are satisfied with Tata motors’ car from Sairam motors. This

satisfaction can be concluded by the response of customer in the questionnaires. Day by day

Tata Motors is improving its reputation to other Automobile Company. The comparison chart

and survey report in this training report can recognize this.

There should be more staff having experience of automobile sector.

There should be more efficient planning for satisfying customer needs.

Attractive offers should be given time to time, to increase customer’s interests

There should be easy process of car servicing.

APPENDIX

Questionnaires

Q.No.1:- Do you have any Tata Motors four wheelers?

Ans- (a) Yes (b) No

Q.No.2:-Which Tata vehicle Model do you have?

Ans- (a) Nano (b) Indica (c) Zest (d) Indigo e) Safari f) others

Q.No.3:- Which Version do you have?

Ans- a) Petrol b) diesel c) LPG or GAS

Q.No.4:-If you have Tata vehicle what features do you like most?

Ans- (a) Price (b) Quality (c) Services (d) other

Q.No.5:-What is the performance of your Car?

Ans: a) Excellent b) Very Good c) Good d) poor

Q.No.6:- After Servicing your vehicles delivered at the promised time?

Ans: a) Yes b) No

Q.No.7:- What rank you will give to your company as for the satisfaction level 1 is the

highest 5 is the lowest rank of sati-factionary level?

Ans- (a) 1 (b) 2 (c) 3 (d) 4 (e) 5

Q.No.8:- Which type of report shared between you and your dealer?

Ans- (a) Excellent (b) Very Good (c) Good (d) Poor

Q.No.9:- What you will say about after sales services of company?

Ans-(a) Excellent (b) Very Good (c) Good (d) Poor

Q.No.10- If any suggestion for automobile company?

Ans-

…………………………………………………………………………………………………

…………………………………………………………………………………………………

………… ……………………………………………….

Name:-

Occupation:-

Contact No:-

Address:-

Name of Book Name of Author Edition & year

Marketing Management Paramhans Foundation First Edition, 1992

Research Methodology C.R.Kothari Second Edition, 1993

Marketing Management Philip Kotler Tenth Edition, 1999

Fundamentals of Statistics D.N.Elhance Present Edition, 1992

BIBLOGRAPHY

REFERENCES

1. Website of www. tatamotors.com

2. Website of www.google.com