GENERAL INTRODUCTION Tata Motors Limited is India’s largest automobile company with consolidated Revenue of Rs. 92,519 crores in 2013-2014. As an enterprise Tata Motors automotive industry is at the centre of India’s new global dynamics has grown significantly in the past 68 years, since its Establishment in 1945. The company caters to three main market segments globally: the passenger cars, light commercial vehicle, small commercial vehicle and buses. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. It is an attempt to Study the TATA ACE Small Commercial Vehicle Customer view with respect to Product & Service available in the market of Bijapur City. As the project title “CUSTOMER SATISFACTION ” Suggests that the project report is all about the technical and the commercial aspect of the company. Nearly 100 customers have been surveyed from 20 June to 20 August 2013 for analyzing the primary data collection. While doing survey I realize that the things learnt from the books are quite different from the actual practice in field. Page 0
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GENERAL INTRODUCTION
Tata Motors Limited is India’s largest automobile company with consolidated Revenue
of Rs. 92,519 crores in 2013-2014. As an enterprise Tata Motors automotive industry is at the
centre of India’s new global dynamics has grown significantly in the past 68 years, since its
Establishment in 1945. The company caters to three main market segments globally: the
passenger cars, light commercial vehicle, small commercial vehicle and buses.
In 2005, Tata Motors created a new segment by launching the Tata
Ace, India's first indigenously developed mini-truck. It is an attempt to Study the TATA ACE
Small Commercial Vehicle Customer view with respect to Product & Service available in the
market of Bijapur City.
As the project title “CUSTOMER SATISFACTION ” Suggests that the
project report is all about the technical and the commercial aspect of the company. Nearly 100
customers have been surveyed from 20 June to 20 August 2013 for analyzing the primary data
collection. While doing survey I realize that the things learnt from the books are quite different
from the actual practice in field.
The body of the project report takes a micro level approach, using each step of
the marketing research process. The main source of analyzing the data is through questionnaires.
A complete analysis has been done in research methodology part to find the advantages and
disadvantages of the company.
The best part of this project report is the analysis and interpretation of the
various services provided by Service Station. This part directly shows whether the customers are
satisfied with the products and services of Tata Motors and criticizes the ill part of the company.
A complete Analysis of variance has been done to find the kind of satisfaction Tata Motor’s Service Stations provides to their Customers.
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EXECUTIVE SUMMARY
This project mainly concentrates on the “A Study on Customer Satisfied
for Tata Ace in Bijapur city with reference to Patil Trucks ”. A consumer may
have set of interests, benefits, attitudes and life style before purchasing a
product. But there might be a major change in his taste of preference after the
purchase has been made. In such a position it is difficult for the marketer to
know the behavior of the consumer. With this view in mind the research study
will be conducted to find out the consumer preference towards Tata Ace.
To carry on the study the research has been conducted as per the
marketing research process. As the study requires the customer (potential)
opinion it will also help to know the Satisfied level of the Tata Ace in Bijapur
city and also the opinion regarding the vehicle as well as the overall
performance of Patil trucks. The study will also help us to identify the factors
that influence to buy the vehicle which will helpful to company for better
improvement of the vehicles. For this study I had collected the primary data
through questionnaire and the company catalogues, brochures are collected for
secondary information. To collect primary data survey is conducted on
individuals (potential customers) this study is limited to the Bijapur district
only. The sample size that I had taken is 100.
“To Study on Customer Satisfaction towards Tata ACE on Patil
Tata Motors Limited is a public limited company listed on 2 stock exchanges (Bombay Stock
Exchange and National Stock Exchange of India Limited) in India. Company’s Depositary
Receipt Programme is listed on the New York Stock Exchange.
Group Holding 1)Ratan N Tata Chairman2) Ravi Kant Non executive, vice chairman3) Mr.N.N.Wadia Director4) J.J. Irani Director5)Mr. V.K.Jairath Director6) N. N. Wadia Director7) Mr. Carl-Peter Forster Chief Executive Officer & Managing Director8) Mr.Debasis Ray Corporate Communications9)Mr.H.K.Sethna Company Secretary10) Mr. N Pinge Chief Internal Auditor11) Mr. R Pisharody President (C V Business Unit)12)P.M. Telang MD- India operations13) C. Ramakrishnan14) Cyrus Mistry
Location Type of vehicle manufactured Production capacity(Lakh/PA)
Pune Passenger cars (India, Indigo, Marina) 2.7L/pa
Pune Commercial Vehicles 2.5L/pa
Jamshedpur Trucks & Special Purpose Vehicles 1.08L/pa
Lucknow Buses 0.6L/pa
Pantnagar Mini Truck (Ace), passenger
carrier(magic)
2.25L/pa
Dharwad Marcopolo -
(i) AWARDS
Tata Motors Ltd., has many awards since its inception but below are mentioned very few its
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TATA MOTORS
EICHER
ASHOK LEYLAND
MAHINDRA & MAHINDRA
PIAGGAIO
CVBU Pune declared winner of the MPCB Vasundhara Awards 2010...
Tata Nano bags the Gold Prize in the 2010 Edison Awards ...
CVBU Lucknow bags Excellent Energy Efficient Unit-Award for the second time.
Tata Motors bags four ABCI awards
Tata Nano's design receives world’s oldest and coveted international award...
CVBU Pune receives Excellent Energy Efficient Unit award...
Tata Motors is commercial vehicle maker of the year for 2009
Tata Motors bags two awards for excellence in IT implementation...
Auto critics recognize new generation Tata Motors Cars...
Land Rover Discovery 4 named best 4X4 at the 'What Car Awards 2010'...
National Energy Conservation Award 2009 for Pantnagar Plant...
Car Plant Pune bags 'Gold Category Award in National Productivity Contest'...
Tata Motors has received the prestigious NDTV Profit Business Leadership Award...
Tata Motors among India’s most Trusted Brand in cars...
Tata Motors wins award at the Bangkok International Motor Expo...
Tata Motors bags the NDTV Profit Business Leadership Award 2008...
Tata Motors awarded the Top Exporter Trophy by EEPC..
Tata Motors Pune – CVBU has bagged the “Golden Peacock National Quality Award.
And many more awards.
k) Tata motors milestones It has been a long and accelerated journey for Tata Motors, India's leading automobile manufacturer. Some significant milestones in the company's journey towards excellence and leadership.
1945
Tata Engineering and Locomotive Co. Ltd. was established to manufacture locomotives and other engineering products.
Tata Motors completes acquisition of Daewoo Commercial Vehicle Company
Tata LPT 909 EX launched
Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches the heavy duty truck 'NOVUS' , in Korea
Sumo Victa launched
Indigo Marina launched
Tata Motors lists on the NYSE
2005 Tata Motors rolls out its 500,000 th Passenger Vehicle
The Tata Xover unveiled at the 75th Geneva Motor Show
Branded buses and coaches - Starbus and Globus - launched
Tata Motors acquires 21% stake in Hispano Carrocera SA, Spanish bus manufacturing Company
Tata Ace, India's first mini truck launched
Tata Motors wins JRD QV award for business excellence.
The power packed Safari Dicor is launched
Introduction of Indigo SX series - luxury variant of Tata Indigo
Tata Motors launches Indica V2 Turbo Diesel.
One millionth passenger car produced and sold
Inauguration of new factory at Jamshedpur for Novus
Tata TL 4X4, India's first Sports Utility Truck (SUT) is launched
Launch of Tata Novus
Launch of Novus range of medium trucks in Korea, by Tata Daewoo Commercial Vehicle Co. (TDCV)
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2006 Tata Motors unveils new long wheel base premium Indigo & X-over concept at Auto
Expo 2006 Indica V2 Xeta launched
Passenger Vehicle sales in India cross one-million mark
Tata Motors and Marcopolo, Brazil, announce joint venture to manufacture fully built buses & coaches for India & markets abroad
Tata Motors first plant for small car to come up in West Bengal Tata Motors extends CNG options on its hatchback and estate range
TDCV develops South Korea's first LNG-Powered Tractor- Trailer
Tata Motors and Fiat Group announce three additional cooperation agreements
Tata Motors introduces a new Indigo range
2009
2010
2011
2012
2013
Tata Motors launches the long wheel base Indigo XL, India's
first stretch limousine
Indica vista –the new generation indica is launched.
Tata motors launched NANO –The people’s car.
The new IndicaEv2 is launched.
Tata Motors launched Tata ACE Zip.
Tata motors launched Tata indica vista D90.
Tata motors launched Tata sumo gold.
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.
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Introduction:
It is the largest mini trucks dealership in bijapur.The founder name is sunilgouda patil year 2010
found of patil trucks pvt ltd
In the year 2004 focused the business there were patil Honda and 2010 patil trucks of
commercial vehicle. So patil trucks started into dealership
Distributor for I T C partner 2004
Mangalwedhi petroleums partner 2005
Patil automatic Honda executive dealer 2006
Patil biwheely pvt ltd 2011
Patil developer in 2012
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Profile of patil trucks
NAME OF THE FIRM : Patil Trucks Pvt.Ltd. Co
ESTABLISHMENT : 2010
FOUNDER : Sunil gouda Patil
TYPE OF THE FIRM : Pvt . Ltd .Co
SOURCE OF FINANCE : S B I , ING
PRODUCTS : TATA MOTORS
ADDRESS : PATIL TRUCKS Pvt. Ltd .Co.
Opt Golgumbaj
Station road
Bijapur -587
PHONE NO : 08352-244455
DISTRICK : Bijapur
STATE : Karnataka
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SERVICES OF PATIL TRUCKS
Patil trucks is exclusive show room for the Tata Motors situated at Station road , Bijapur & it’s the single showroom which is covering Bilapur & Bagalkot districts name .
1) BIJAPUR
2) INDI
3) SINDGI
4) MUDDEBIHAL
5) B.BAGEVADI
6) BAGALKOT
7) ILAKAL
8) BADAMI
9) JAMAKANDI
10) MUDHOL
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It is also having showroom at Bagalkot & Bijapur to cover those areas which are working under of guidance of patil trucks the main branch using promotional activities such as periodical advertisement offers insurance , road shows demonstration .
Since patil trucks is the only showroom the promotion activities Conducted most of reaching effective to customer of other district simultaneously it is losing Customers in other district
Objective Of Patil Trucks
1. They want to be best in the automobile company
2. To the every customer in the market in sales and service
3. To open branches in different location for customers to excess
easily to dealership
4. Organize service camp at customer places to know the needs of
the service
5. Sales maximization
6. Achieving leadership in the market
7. Employee/worker satisfaction
VISSION
The vission statement of Patil Trucks Pvt Ltd is “Best in the manner
in which we operate best in the product we operate best in our value system
and ethics
MISSION:
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Our Mission in Tata is to improve the quality of life in India through leadership in targeted
sectors of national economic significance to which the Group can bring a unique set of
capabilities.
OWNERSHIP PATTER
In the Tata Motors Patil Trucks Pvt Ltd they have sole pattern of
investment
BRANCHS OF PATIL TRUCKS
1) BIJAPUR ----Head Office
Branches:
2) BAGALKOT
3) ILAKAL
4) JAMAKANDI
5) MUDHOL
Service set up:
6) INDI
7) SINDGI
8) BADAMI
ACHIVEMENTS
* Best Dealership Award from TELCO
* Best Dealership Award from TATA ACE
* Best Dealership Award from HONDA
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ACTIVITIES UNDER TAKEN
UNIQUE 3s
* SALES
* SERVICES
* SPARE PART
Workflow chort
Managing director
General Manager
Asst General Manager
Sales Manager
Asst Sales Manager
Sales Executive
Finance Coordinator
Showroom In charge
Back office
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Work flow may be viewed as one primitive building block of organization the relationship among these concepts are described later in this entry, the adjacent diagram explains the work flow model of patil trucks pvt.ltd.
IT is a systematically and very smooth way of function in the company,
In this organization, based on the customer need the tata ace will be ordered and then the general manager will give information about the vehicle to the senior manager then it goes to asst manager later it will be transfer the information to the sales executive then they have the responsibility to commence the business who visit the showroom and enquire about the vehicle, sales satisfaction manager will enquire about the vehicle problems and remind about service and special offers to the customer, showroom in charge will manage the showcase in the showroom.
COMPETITORS:
MAHENDRA motors
Ashok Leyland
EICHER
paiggio
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Company product
1) tata ace
2) tata magic
3) tata zip
4) tata 207
5) tata xenon
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Tata Ace product
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Tata Ace, India's first indigenously developed sub-one ton mini-truck, was launched in May 2005. The mini-truck was a huge success in India with auto-analysts claiming that Ace had changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a new market segment termed the small commercial vehicle (SCV) segment. Ace rapidly emerged as the first choice for transporters and single truck owners for city and rural transport. By October 2005, LCV sales of Tata Motors had grown by 36.6 percent to 28,537 units due to the rising demand for Ace. The Ace was built with a load body produced by Autoline Industries. By 2005, Autoline was producing 300 load bodies per day for Tata Motors.
Ace is still a top seller for TML with 500,000 units sold to date (June 2010). In 2011, Tata Motors invensted Rs.1000 Crore in Dharwad Plant, Karnataka with the capacity of 90,000 units annually and launched 2 models of 0.5T capacity as Tata Ace Zip, Magic Iris.
Ace has also been exported to several Asian, European, South American and African countries and all-electric models are sold through Polaris Industries' Global Electric Motorcars division. In Sri
Lanka it is sold through Diesel & Motor Engineering (DIMO) PLC under the name of DIMO Batta.
There are four departments available in patil trucks pvt. Ltd .company
a) Sales department
b) Service department
c) Spares department
d) Account department
Sales department work:
When the customer enter showroom the reception guide
them to respective sales executive. The executive delivers sufficient information regarding the
tata ace which they desire and also clear the doubt , queries they have. The client is also educated
about the price, offers facilities and loan if they are willing. After explanation the customer also
offered a tast driver if he wishes. The Sales executive fills prospect from to collect the data of
customer and later follow up is done. If customer is convinced and confirms to purchase at that
movement order form is filled with Rs 10000/- or more as initial payment by client convince.
The confirmed booking is placed to Asst. Manager when the customer pays full amount Asst.
Manager Forward the booking to Senior Manager then orders for tata ace is placed to the company with specification. The customer is given 7 to 15 days duration for delivery of vehicle.
SALES DEPARTMENT:
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The Sr.sales manager Mr.I.P. katamballi of the sales department
Showroom In charge - H.B.Patil
Asst. Sales manager - A. Khadhar
Sales executive (TATA ACE ) - Ravi N
Abdul
Ragunath
Sales executive (MAGIC IRIS) - Ayub.P
Salear
Ishay
Sales executive (ZIP) - Pratap.R
Parasuram
Sales executive (SUPER Ace) - Yusuf B
Rafiq
Sales executive (207&xenon) - Maheboob D
Sales executive (Winger ) - Ayub P
Objective:
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1) First and foremost objective is to increase the sales
Turnover by every year .
2) To increase the market share
3) To increase the response to the customer.
4) Customer satisfaction.
Function:
1) Searching the customer
2) Targeting the customer
3) Recurring order acceptance
4)Sending quotation to customer
5)Supply the product
6) Recurring and solving the customer problems.
year 2010-11 2011-12 2012-13
Sl .no 900 940 980
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SERVICE DEPARTMENT:
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Mr.H.S.Patil is general manager of service department
and under guidance
Work manager - Mr. Joshi.N.P
Work in charge - Mr.Farhan
Floor in charge - Mr.Anand K.B
Mr. Gaibu
Tools in charge - Mr.Sangu
Service advisor - Mr.Santosh
.Mr.Shahbaaz
Service supervisor - Mr. Rahis
Mr. Riyaz
PDI in charge - Mr. Shahbaaz
Mr.Asif
Mr.Kiran
Mr.Javeed
OBJECTIVE:
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1) To provide high class service to the customer.
2) To properly deal with customer problems.
3) To response to customer queries.
4) To maintain relationship with existing customer & serving new
Customer.
FUNCTION:
1) Communicating with customer periodically.
2) To provide better quality service to the customer.
3) To manager service shop infrastructure environmental & safety
issue
4) To observe dealership guidelines & fulfill manufacturer’s priority
Task.
5) To coordinate services and warehouse operation.
SPARES DEPARTMENT:
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Mr.Ganesh is the head of the spares
department
Senior spares executive - Mr . Ganesh
Asst. spares executive - Rajashekar
Spares executive - Anand
Objection:
1) To provide high class services to the customer
2) To identified the correct parts
3) To respond to the customer quarries
4) To maintain the maximum possible parts to service the
customer immediately.
Function:
1) Communicating with customers periodically.
2) To provide the better quality spares the customer.
ACCOUNTS DEPARTMENT:
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Commercial vehicle division (CVD) - Mr. Ravi
Finance coordinator - Mr.Sunil K
Accounts executive - Mr. Venkatesh
OBJECTIVE :
1) Providing / facilitating finance information to the various
department.
2) Controlling / reducing the cost of department.
3) To effective management in the organization.
FUNCTION:
1) Auditing the record of the department
2) Maintain the books of account.
3) Attending internal auditing
4) Raising funds from bank
5) Preparing income tax and cost sheet
BANKERS OF PATIL TRUCKS PVT LTD:
1) ING
2) S B I.
LAST THREE YEARS TURNOVER:
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year 2010-11 2011-12 2012-13
Sl.no 20.7cr 25.20cr 31.50cr
4.SWOT Analysis
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STRENGTH WEEKNESS
Strong presence in marketplace concentration on passenger cars only Skill based manufacturing Image of low quality makersRobust sales growth
OPPORTUNITY THREATS
Product launches competition from global playersAlliances and joint ventures global economic conditionsIncreasing car penetration in India
STRENGTH:
Strong brand name of TATA.
First mover advantage.
Good relationship with customer & dealers.
Better Logistic management.
WEAKNESS:
More concentration of Passenger Car Vehicles.
Complaints on gearing shifting.
Concentrated to the middle class customers only.
OPPURTUNITIES:
Further fragmentation of market.
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High growth rate of SCV & LCV.
THREAT:
Creation of new segment & Increased competition from
Piaggio, Mahindra & Mahindra, Force Motors, Ashok Leyland.
CUSTOMER SATISFACTION:
Customer satisfaction, a business term is a measure of how product and services
supplied by a company meet or surpass customer expectation.
Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to
the buyer’s expectations. In general, Satisfaction is a person’s feeling of pleasure resulting from
comparing a product’s perceived performance (or outcome) in relation to his or her expectations.
As this definition makes clear, satisfaction is a function of perceived performance
and expectations. If the performance falls short of expectations, the customer is dissatisfied. If
the performance matches the expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted. The result is high customer loyalty.
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TATA MOTORS is not only concerned with selling of their products they also
concerned with providing service to the customers after selling. So there is necessity for the
company to find out the satisfaction level of the customers, at different levels in the company.
Which help the organization to find out the ways in improving the services being provided to the
customers, to increase the satisfaction level.
Customer satisfaction is how happily a customer is with a product or service,
both in the product’s performance as well as the company’s delivery of the product to the
market.
Customer satisfaction = Delivery - Expectation
Delivery means customer perception of the actual of the product & services
Expectation means customers expectation about that product or services.
Flow Chart Diagram of Customer Satisfaction:
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Purchase
STATEMENT OF PROBLEM:
A Study on CUSTOMER SATISFACTION TOWARDS TATA-ACE Mini-Truck to
measure the satisfaction level and attitude of the customers towards the service provided at
PATIL TRUCKS - TATA MOTORS in Bijapur.
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Usage of the Product/Service
Evaluation
Satisfaction
Loyalty Repeat Purchase Referrals Retention
Development of an effective business strategy for educating the prospective customer
through the survey, however, the services parameters, & the relation with the customer’s attitude
towards purchase of the service are the priorities area of study that are included
Customer Satisfaction surveys Studies show that although customer are dissatisfied
with one out of every four purchases, less than 5 percent of dissatisfied customers will complain.
Most customers will buy less or switch suppliers. Complaint levels are thus not a good measure
of customer satisfaction. Responsive companies measure of customer satisfaction directly by
conducting periodic surveys; they send questionnaires or make telephone calls to a random
sample of recent customers. They also solicit buyer’s views on their competitor’s performances.
For customer-centered companies, customer’s satisfaction is both a goal and a
marketing tool. Companies that achieve high customer satisfaction ratings make sure that their
target market knows it.
NEED for the STUDY:
As the market for the automobile is having the huge accelerating growth in the Indian
market, to check out the drastic changes and all the companies are acting according to it because
to survive in the market and this should be achieved by studying about the customer options and
analyzing their future requirements. This study is definitely going to help to analyze the
customer and can take necessary steps for the improvement of the services by the company.
Because customers are the real advertisement for any product so the company
should be in position to meet the customer requirements and also should maintain the
CUSTOMER RELATIONSHIP against competitors.
OBJECTIVES OF STUDY:
Primary objectives
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To ascertain the level of satisfaction among the Tata Motors vehicle owners (commercial
vehicles) with respect to services provided by authorized service stations.
To evaluate critically market acceptance of Tata Motors (CV) products.
To analyze the price sensitivity in various spares.
To find out the customer’s perception on different attributes through questionnaires.
Secondary objectives
Consumer perception towards the products of Tata Motors.
Advice to change some attributes of Service Station.
To know what people perceive & thinking about Tata Ace product.
What are the ways to retain the existing customers of commercial vehicles to service
station against local services centers?
SCOPE OF THE STUDY
As the title of the project “CUSTOMER SATISFACTION ’’ suggests that the
project is divided into two major parts:
1) Technical
The scope of the technical part is limited to the company premises only. Various raw materials
are imported from our own Domestic and foreign market also. The research and development
department of TATA MOTORS is constantly attempting to lower the cost of some of the models.
2) Commercial
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The scope of the commercial part is very wide. The geographical area covered is BIJAPUR. The
time period assigned to me was complete six to eight weeks. The authorized service station
covered for the survey was PATIL TRUCKS at Bijapur.
It helps to understand the perception of customers & thinking about TATA motors
products
It helps to act as secondary data for future management students
It helps to form new strategies for increasing the sales
METHODOLOGY OF DATA COLLECTION
To fulfill the objectives of my study, I have taken both into considerations viz. primary & secondary data. Basically there was a questionnaire to which the respondent has to respond.
Type and collection of data used
Primary Data: Primary data has been collected through personal interview by direct contact
method. The method which was adopted to collect the information is
A: Interview
B: Questionnaires
Interview: Interview is one of the chief means of collecting data in research process. Interview
may be defined as a systematic conversion initiated for a specific purpose and focus on certain
planned content areas. It is not a simple two way conversion between an investigator and an
informant.
The primary data under processing is collected from both direct filling the questionnaires and
through Personal Interviews.
Secondary Data: The data once collected by one person become the secondary data if used by
another person.
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Sources Of secondary data: The various sources of secondary data are as follows:
The internal sources of the company
Manuals and books of the company
Internet sources
Weekly magazines
Newspapers
The secondary data like information of existing customers, information about company’s profile
product line and sales figure has been taken from company’s website.
RESEARCH DESIGN:
Research Design is the arrangement for conditioned for data collection & analysis of
detain a manner that aims to combined relevance to research purpose with economy in
procedure. A research design is a master plan or model for the conduct of formal
investigation. It is blue print that is followed in completing study. The research conducted
by me is a descriptive research. This is descriptive in nature because study is focused on
fact investigation in a well structured form and is based on primary data.
RESEARCH PLAN:
I have gone for sample study because of wider size of population, geographical
spread & the time limitation it was not convenient for me to cover entire population .So
sample study suited us rather than census study. A sample design is a definite plan for
obtaining a sample from a given population. It refers to the technique or the procedure
that researcher would adopt in selecting items to be inched in the sample i.e. the size of
sample. Sampling plan is determined before data are collected.
SAMPLING STUDY
The list of sampling units from which sample is taken is called sampling frame.
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A sample is a part of the population. The sample should be representative of the population and
the information obtained must be reliable. In any survey where reliability is desired, the error and
variance have to be controlled, measured, and interpreted.
The sample size is of one hundred for existing customers.
The type of population selected is the TATA MOTORS service station named PATIL TRUCKS
at BIJAPUR District, Karnataka.
Sampling Technique: Non – probability judgment sampling
LIMITATION OF STUDY
Every study conducted may have certain shortcomings and unfortunately ours is also a similar
case. A few errors have crept in despite our best effort to avoid them but it is expected that still
our study and findings are very much relevant.
An error may have been due to the samples taken not conforming to the actual
population: this is because the sample is a convenience sample.
Personal bias or error of the interviewer might also have crept in: some cases, while
interpreting the respondents.
Certain questions which are not properly responded by the responders.
Some of the respondents have not responded totally.
The Project is focused to Bijapur City only
The duration of the Project is 8 weeks so scope of in-depth valuation Results is limited.
Auto drivers/owners surveyed may tend to get bias towards their perception and may project a
false picture which may affect the reliability and validity of the study.
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GRAPHS FOR ANALYSIS
TABLE1:Which tata vehicle do you have
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Which tata vechicle do you have
Frequency PercentValid
PercentCumulative
Percent
Valid Tata magic 21 21.0 21.0 21.0
Tata ACE 59 59.0 59.0 80.0
Tata xenon 10 10.0 10.0 90.0
Tata 207 10 10.0 10.0 100.0
Total 100 100.0 100.0
Interpretation:
Among 100 customers response, 59% customers said Tata ACE,21% customer said tata magic,10% customer said tata xenon and 10% customer is tata 207 the overall 100 survey out of 59% people tata ACE have
TABLE2:What factor made you to buy
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What factor made you to buy
Frequency PercentValid
PercentCumulative
Percent
Valid Price 40 40.0 40.0 40.0
Performance 25 25.0 25.0 65.0
Service 20 20.0 20.0 85.0
Others 15 15.0 15.0 100.0
Total 100 100.0 100.0
Interpretation:
Among 100 customers response, 40% customers said Price,25% customer said Performance,20% customer said Service and 15% customer is Otheras the overall 100 survey out of 40% people Price factor to buy
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TABLE 3: Are you satisfied with price/ charge paid for the service ?
Experience at Glance No. of Respondents
Satisfied 83
Dis- satisfied 17
Graph 3: Shows Customer response to the explanation
Analysis: Among 100 customers response, 83 customers said satisfaction for the price and charge paid services explanation & 17 customers said dissatisfaction
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Interpretation: 83 customers are satisfied with the charges paid for the service, because of vehicle problem better servicing and return of the vehicle on time to the customers. 17 customers are dissatisfied with the charges paid, because they didn’t interact with the advisor before and after the service. Overall customers are ready to pay charges as described by the service center, but they want vehicle should be in good condition.
TABLE 4: Are you satisfied with mileage of mini trucks ?
Graph 4: Shows Customer response to the charges paid.
Analysis:
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Experience at Glance No. of Respondents
Satisfied 92
Dissatisfied 08
Among 100 customers response, 92 customers are satisfied with charges paid for the services & 08 customers are dissatisfied with the price charges.
Interpretation:
During survey maximum customers are explained about the it is good mileage to the vehicle after servicing before charges paid for the services. Customers interact with the advisor to know about the charges paid for the service. 08 customers didn’t get details of mileage because of rush in the service center and urgency of customers to take as early as possible from the service center.
TABLE 5: Where do you purchase spare parts required for you vehicle
Experience at Glance No. of Respondents
At showroom 81
At retail outlet 19
Graph 5: Shows Customer response to the spare parts availability
Analysis: Among 100 customers, 81customers are satisfied with the spare parts availability at the service center & remaining 19 customers are dissatisfied.
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Interpretation:
81 customers are satisfied with spare parts availability, because it will save their time and money to bring spare parts from our local distributor service center shop. 19 customers are dissatisfied with the spare parts non-availability which result in the delay of servicing vehicle and also takes much more time to bring them from our distributor, which may be of duplicate qualities compare to the service center product qualities.
TABLE 6: Tick following feature on 1 to 6 or rating scale ?
(1 Best ,6least )
Experience at Glance No. of Respondents
Mileage 35
Comfort 12
Load capacity 16
Design 10
Performance 14
Resale value 13
Graph 6: Shows Customer response to the mileage of Tata Ace
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Analysis: Service is differentiated into six types as: a) mileage b) comfort c) load capacity d) design e) performance d) resale value
Interpretation:
Among 100 customers, most of the customers i.e. 35 come for mileage & only 12 out of 100 customers said that good comfort. Out of 100 customer 1 only 16 customer said that load capacity.10 customer told that design is good.14 customer said that ace performance is good. 13 customer told that resale value is good.
TABLE 7: Is it the spare parts charged reasonable in service station ?
Experience at Glance No. of Respondents
YES 65
NO 35
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Graph 5: Shows Customer Service requirement
Analysis: among 100 customer.65 customer told that yes reasonable .35 customer said that not reasonable service station
Interpretation:
Among 100 customers, most of the customers 65% customers fully reasonable of spare parts.35% customer told that not reasonable service n station.
TABLE 8: How do you feel about service provided by Patil Trucks?
Experience at Glance No. of Respondents
Excellent 28
Good 45
Ok 20
Bad 07
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Graph 8: Shows Customer Service feelings
Analysis: Among 100 customers, 28 customers told Excellent, 45 customers told Good, 20 customers told Moderate, 7 customers told Bad .overall good feel about patil trucks.
Interpretation:According to the survey 93% customers are fully satisfied and feel about with patil trucks , 07% customers are dissatisfied with the service provided by the service center. Most customers are satisfied with the good dealership & quality aspects.
TABLE 9: which facility do you expect from the dealer most ?
Experience at Glance No. of Respondents
Timely delivery 33
Quality of service 31
Discount on spare parts 19
Less labor charges 17
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Graph 9: Shows Customer Service Care at the Service centre
Analysis: among the100 customers said that their vehicle under warranty was accepted. 33% customer said that timily delivery,31% customer told that quality of service.19% customer told that Discount on spare parts & 17% customer said that Less labor charges
Interpretation:33% Customers vehicle is immediately accepted at the service center. Among 31% customers told that Quality of service in service station.19% customer said that we need for to discount on spare parts in workshop. 17% customer said that we need for less labor charge in service station.
TABLE 10: How do you rate our overall dealer performance?
Experience at Glance No. of Respondents
Excellent 20
Satisfactory 45
Good 25
Fair 10
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Graph 10: Shows time taken for the service
Analysis: Among 100 customers, 20%customers told excellent,45% customers told satisfactory,25% customers told good,10customers told that fair in workshop.
Interpretation:
Depending upon the service warranty & vehicle condition time varies from customer to customers, but then also 90% customers told that patil trucks dealership, service and other activities is good.10 %customer told that fair .
TABLE 11: Are you satisfied with promotional activity carried out by dealer?
Experience at Glance No. of Respondents
YES 74
NO 26
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Graph 11: Shows customer interaction with advisor
Analysis: Among 100 customers, 74 customers interacted with the advisor & remaining 26 customers are not interacted with the advisor.
Interpretation:
According to the survey 26% customers who have no problem with the vehicle did not interact with the service advisor & 74% customers are interacted with the advisor due to the vehicle problems. Some customer said that the service advisor did not understand their problem and had taken their problem casually.
TABLE 12: Do you have to make advance booking for service?
Experience at Glance No. of Respondents
YES 60
NO 40
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Graph 12: Shows Customer demand for the Service
Analysis: Regarding advance booking for the Service, Customers are interviewed with Yes or No option for the questionnaire.
Interpretation:
60% Customers have to make an advance booking for servicing because of the rush of customers time consumption is more. This results in a loss of the customers. Therefore they have to do advance booking. Only 40% of the samples customers do not do advance booking. These customers mainly come for paid repairing of the vehicle and not for free servicing. Many customers have to wait in the queue because of the rush.
TABLE 13:Which of vehicle parameter was more highlighted while sale promotion?
TABLE 13: After servicing was it delivered on time?
Experience at Glance No. of Respondents
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YES 78
NO 22
Graph 14: Shows delivery of vehicle on time or not
Analysis: After servicing vehicle delivery on time questionnaire- Among 100 customers, 78 customers said Yes & 22 customers said No
Interpretation:78% Customers said that their vehicle was delivered on time. Only 22% said it was not delivered on time. According to the survey one customer said that the dealer once delayed for 2-3 days in delivering the vehicle because then parts were not available. Sometimes queue is formed in the workshop due to minor problems.
TABLE 15: How was the overall experience with Tata Ace?
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RATINGS RESPONSE
Excellent 40
Satisfied 30
Good 20
Bad 10
Graph 15: Shows customer overall experience at the service center
Analysis: Among 100 customers, 40 customers told Excellent, 30 customers told Good, 20 customers told Moderate, 10 customers told Bad overall experience with the Tata Ace.
Interpretation:According to the survey 90% customers are satisfied with the Tata Ace, 10% customers are dissatisfied with the product & service provided by the service center. Most customers are satisfied with the product features & quality aspects.
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TABLE 16: Likings of the vehicle compared with other competitor vehicle?
REASONS CUSTOMER RESPONSE
Brand 60
Product 15
Service 15
Quality 10
Graph 16: Shows customer liking with compare to the competitor vehicle
Analysis: Among 100 customers, 60 customers like Brand name of Tata , 15 customers like quality aspects, 15 customers like product features, 10 customers like service factors during overall experience with the Tata Ace.
Interpretation: 60% customers like the brand of TATA as it is a trusted company
15% of the customers like the service of TATA commercial vehicles because of quality.
15% customers like product features of the mini-truck.
Only 10% customers like the service of TATA C.V.
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TABLE 17:If any suggestions to Patil Trucks
Experience at Glance No. of Respondents
Good 90
Improve service 10
Graph 17:Shows costumer suggestions to Patil Trucks
Analysis: On time questionnaire- Among 100 customers, 90 customers said it is good & 10 customers said that it is need for improvement service
Interpretation: 90% customer said that patil trucks service and dealership is excellent. 10% customers told that it is need improve in service and workshop.
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OBSERVATIONS
65% of the customers said they got details about service done to the vehicle.35%
customers didn’t get servicing explanation.
78% of the customers are satisfied with the charges paid to the servicing, 22% customers
didn’t satisfied with the charges.
85% of the customers are satisfied with the mileage of the Tata Ace.
60% of the customers interacted with the advisor regarding the problems of the vehicle.
40% of the customer didn’t interact because of their time shortage & works.
Maximum customers are made advance booking for the servicing.
58% customers came back to the servicing center regarding same problem.
Customer whoever came back interacted with advisor to solve their problems.
42% customer didn’t came back due to the proper servicing.
86 % customers are happy with the cleanliness & infrastructure.
On an average 10-20min is taken to take vehicle into the workshop for servicing.
36% of the customers are under Free & 20% warranty period of the vehicle.
63 customers are happy regarding spare parts availability in the servicing center.
Many customers give suggestions for covering of the body to protect from rain.
60% are explained regarding time & cost for the vehicle.
Near about 80% customers are overall satisfied with the Tata Ace product.
60% customer like Brand name Tata.
Many customers prefer Tata Ace compare to the competitor’s products.
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CONCLUSION & RECOMMENDATIONS
CONCLUSION
Customer Satisfaction plays pivotal role in any company’s improvement and is the ultimate goal
of any organization. It’s great learning experience to work with TATA MOTORS. I would like
to conclude that a heavy, medium & small commercial vehicle has a great market potential.
During the project I learned about SCV products of TATA MOTORS & the customers view
about the product performance. I also came to know different views of the customers about the
services provided by the service work stations.
I also suggested some of my views to the customers and also to the PATIL TRUCKS how they
can make their service much better. I understood the customer’s problems, found the solutions
with the service advisor and explained to them. From the survey I found that some customers are
dissatisfied with the product quality and some are dissatisfied with the services provided by the
dealer.
Customers should be interacted with the advisor of the service center.
Customer requirements should be taken into the considerations.
Service center needs to be updated with technological instruments.
All Spare parts should be available at the service center.
Many customers demanded outer covering body for the Tata Ace.
As the study concentrates to find the satisfaction level of customers of TATA commercial
vehicle and from the findings it can be concluded that almost every area needs improvement
whether it is product quality, services or spares provided by the dealer workshop. If these areas
are improved systematically there is no doubt that customer will receive more satisfaction and
the future of this company will be glorious in the field of automobile. At last I would say that I
enjoyed every moment working with Tata Motors.
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RECOMMENDATIONS:
• Spare parts should be available in the workshop as & when required by the customers.
• Workplace should be increased for repairing as there is a queue formed in the workshop.
• Washing space should be increased.
• At least two supervisors and service engineer should be kept in the workshop to see
whether the mechanics are properly doing the work and they need to guide them time to time.
• At least 4 mechanics professional as well as non professional, are being given training in
a year rather than two.
• Proper estimate of the cost and the time taken to repair should be given before only.
• During the training I even suggested the customers to please interact with the service
advisor about their problems.
• Mechanics should be increased as there is much waiting time for the customers. They
should also keep more professional & trained mechanics for much faster & smart work.
• One time work should not be done twice shortly afterwards by the mechanics.
• Road test should be taken for every vehicle after the repairing is finished.
• One service advisor should always be there when the customer arrives in the front office
to guide them.
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11) ANNEXURE 1:
TATA MOTORS - PATIL TRUCKS
QUESTIONNAIRE
Name of the customer:
Address :
ContactNo :
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Vehicle Model :
Occupation :
Q1Which tata vehicle do you have
a)Tata Magic( ) b) tata ace( )
c) tata xenon( ) d) tata 207( )
Q2What factor made you to buy
a)Price( ) b)performance( )
c)service( ) d)other( )
Q3) are you satisfied with price/ charges paid for the service ?
a) Satisfied ( ) b) dis-satisfied ( )
Q4) are you satisfied with mileage of mini trucks ?
a) Satisfied ( ) b) dis-satisfied ( )
Q5) where do you purchase spare parts required for your vehicle
a) At showroom ( ) b) at retail outlet ( )
Q6) Tick following features on 1 to 6 or rating scale?
( 1 best , 6 least )
a) Mileage ( ) b) Comfort ( )
c) Load capacity ( ) d) Design ( )
e) Performance ( ) f) Resale value ( )
Q7) Is it the spare parts charged reasonable in service station?
a) Yes ( ) b) No ( )
Q8) How do you feel about service provided by PATIL TRUCKS ?
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a) Excellent ( ) b) Good ( )
c) Ok ( ) d) Bad ( )
Q9) Which facility do you expect from the dealer most?
a) Timely delivery ( ) b) Quality of service ( )
c) Discount on spare parts ( ) d) less labor charges ( )
Q10)How do you rate our overall dealer performance?
a) Excellent ( ) b) Satisfactory ( )
b) Good ( ) d) Fair ( )
Q11) Are you satisfied with promotional activity carried out by the dealer ?
a) Yes ( ) b) No ( )
Q12) Do you have to make advance booking for service?
a) Yes ( ) b) No ( )
Q13) which of the vehicle parameter was more highlighted while sale promotion ( rating 1 to 5)
Sl no
Parameter Excellent Good Average Need improvement
1. Fuel efficiency
2. Technology
3. Design
4. Load capacity
5. Comfort
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6. After sale & service
Q14) After servicing was it delivered on time ?
a) Yes ( ) b) No ( )
Q15) How was the overall experience with TATA ACE ?
a) Excellent ( ) b) Satisfied ( ) b) Good ( ) d) Bad ( )
Q16) Likings of the vehicle compared with other competitor vehicle ?
a) Brand ( ) b) Product ( ) b) Service ( ) d) Quality ( )
Q17) If any suggestions to Patil Trucks
………………………………………………………………………………………………………
………………………………………………………………………………………………………
ANNEXURE 2: The general technical specification being submitted to customers is as follows.