A

MINOR PROJECT REPORT

ON

STUDY OF CUSTOMER SATISFACTION WITH RESPECT TO

TATA MOTORS (INDIA)

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

(2022)

SUBMITTED BY:

GAURAV JHA
ENROLLMENT NO:

01213401721

UNDER THE GUIDANCE OF

MS. SONAL GOEL

(Sr. Assistant Professor, BBA First Shift)

IDEAL INSTITUTE OF MANAGEMENT & TECHNOLOGY

(16 X, KARKARDOOMA INSTITUTIONAL AREA, DELHI-92)

1
 CERTIFICATE

This is to certify that Project Report entitled, “STUDY OF CUSTOMER SATISFACTION

WITH RESPECT TO TATA MOTORS (INDIA)” is bonafide work carried out by Gaurav
Jha, student of BBA, Ideal Institute of Management and Technology (affiliated to GGSIP
University, Delhi) in partial fulfilment of the requirement for the award of degree of Bachelor
of Business Administration, under my guidance and direction. To the best of my knowledge
and belief the data and information presented by her in the project report has not been
submitted for the award of any other degree

Ms. SONAL GOEL

(Sr. Assistant Professor,

BBA First Shift)

2
 ACKNOWLEDGEMENT

I am preparing this Project Report on the topic “STUDY OF CUSTOMER SATISFACTION

WITH RESPECT TO TATA MOTORS (INDIA)” for the programme of Bachelor of
Business Administration for Ideal Institute of Management and Technology and School of
Law (affiliated to GGSIP University, Delhi).

It has been a great challenge but a plenty of increasing and opportunities and to gain a huge
amount of knowledge on the way of preparing the file. I could not have completed my work.
Without the consistent guidance of Ms. Sonal Goel, my faculty, who helped me along the
way and was always prepared to give me feedback and guidelines whenever I needed it.

Gaurav Jha

BBA GEN- 2

Enrollment No : 01213401721

3
 INDEX

Serial No. Particulars Page No.

1. CHAPTER 1 1-11
 Introduction
 Literature review
 Objective of the study
2. CHAPTER 2 12-14
 Company profile
3. CHAPTER 3 (RESEARCH METHODOLOGY) 15-18
 Research methodology
 Data Collection
Sources of data collection (Primary & Secondary)
 Sampling Design
Population/Universe
Sampling Unit
Sample Size
Sampling Area
Sampling Technique

4. CHAPTER 3 (DATA COLLECTION AND ANALYSIS) 19-28

 Data Processing
 Analysis of the problem under study
 Interpretation of the study

5. FINDINGS 29
6. CONCLUSION 30
7. SUGESSTION 31
8. BIBLOGRAPHY 32
9. ANNEXURE 33-35

4
 CHAPTER 1
INTRODUCTION, OBJECTIVE OF STUDY AND
LITERATURE REVIEW

1.1 INTRODUCTION

5
Competition is hitting up in the sports utility vehicle segment (SUV) in India once again.
Even as Mahindra & Mahindra Ltd is in the process of rolling out an integrated marketing
plan to announce the prelaunch of Scorpio, Tata Motors is drawing up an aggressive
marketing strategy to popularize its recently-launched petrol variant of Tata Safari.

For starters, Mahindra & Mahindra Ltd has launched a multi-media ad campaign to promote
the new avatar of Scorpio. Created by Interface Communications, the mass media campaign
includes a series of press advertisements and a television commercial. As for the rationale
behind the prelaunch of Scorpio, says Mahindra & Mahindra Ltd executive vice-president
(marketing & sales) Rajesh Jejurikar: “After conducting an extensive market research (with
AC Nielson), we upgraded our existing model with new features. However, the positioning of
the brand will remain the same so the adline will continue to be the same—‘Nothing Else
Will Do.’”

The company plans to focus on press ads to highlight the new features and improved fuel
efficiency of the upgraded version of Scorpio. “To support mass media advertising, we’ll be
hosting roadshows and ground promos. Till now we have sold over 20,000 Scorpios since we
launched this brand. With this improved version, we will phase out the old brand,” hisadds.
In addition, Mahindra & Mahindra has recently launched a nationwide talent search
programmed titled ‘Scorpio Speedster with Timex’ in 10 cities across the country. Through
this initiative, the company plans to strengthen Scorpio’s brand positioning of being a
youthful and sporty SUV, says MrJejurikar.Tata Motors is gearing up to launch a new multi-
media ad campaign to announce the new variant of Tata Safari, the petrol version. On Tata
Motors new marketing strategy, says Ogilvy & Mather India clients service director
SharmilaMalekar: “To announce the launch of Tata Safari (petrol variant), we will be
launching a multi-media ad campaign within a month. The new campaign will include, press
ads, TVCs and radio advertising. There will be a new adline too.”

At present, the baseline for Tata Safari is ‘Make Your Own Roads’. In addition to mass
media advertising, the agency will continue to focus on its CRM initiatives such as the Tata
Safari Explorer Club to promote the new avatar of Tata Safari.

In the Indian automobile industry, SUVs today account for only 15 per cent of the total
market unlike western countries where it is almost 80 per cent

6
1.1.2 WHAT IS MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. Marketing strategy includes all basic and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and therefore contributes
to the goals of the company and its marketing objectives.

1.1.3 TYPES OF STRATEGIES

Marketing strategies may differ depending on the unique situation of the individual business.
However there are a number of ways of categorizing some generic strategies. A brief
description of the most common categorizing schemes is presented below:

 Strategies Based On Market Dominance

In this scheme, firms are classified based on their market share or dominance of an industry.

 Porter generic strategies

Strategy on dimensions on strategic scope and strategic strength. Strategic scope refers to the
market penetration while strategic strength refers to the firm’s sustainable competitive
advantage. The generic strategy framework comprises two alternative scopes. These are-
Differentiation and low-cost leadership each with a dimension of focus-broad or narrow

 Innovative Strategy

This deals with the firm’s rate of the new product development and business model
innovation. It asks whether the company is on cutting edge of technology and business
innovation.

7
1.2 OBJECTIVE OF THE STUDY

The objective is to study those factors which can accelerate the marketability of the TATA
VISTA compared to its competitors.

 To understand the market potentiality for VISTA.

 To determine the acceptable price of the product. 

 To determine the requirements and needs of the potential customers.

 To serve the customer through channel of distribution.

 To face the keen competition.

AREA CONSIDERED FOR THIS STUDY ARE:

 
 Automobile history

 Industry investment 

 Industry growth

Vehicle production

 Auto export

Auto companies

8
1.3 AN OVERVIEW OF INDIAN CAR INDUSTRY

Starting its journey from the day when the first car rolled on the streets of Mumbai in 1898,
the Indian car industry has demonstrated a phenomenal growth to this day. Today, the Indian
car industry presents a galaxy of varieties and models meeting all possible expectations and
globally established industry standards. Some of the leading names echoing in the Indian car
industry include Maruti Suzuki, Tata Motors, Mahindra and Mahindra, Hyundai Motors,
Hero Honda and Toyota Motors etc.

During the early stages of its development, Indian car industry heavily depended on foreign
technologies. However, over the years, the manufacturers in India have started using their
own technology evolved in the native soil. The thriving market place in the country has
attracted a number of car manufacturers including some of the reputed global leaders to set
their foot in the soil looking forward to enhance their profile and prospects to new heights.

In 1940s the Indian automotive industry was at a very low stage. An embryonic automotive
industry emerges in India. In the initial years after independence Indian automobile industry
was plagued by unfavorable government policies. All it had to offer in the passenger car
segment was a 1940s Morris model called the Ambassador. In 1953, government of India and
private sector came together to build an automotive component manufacturing industry.

Ford and General Motors, sensing the potential, set up local companies that year to sell and
service their motor cars and trucks. In 1928, General Motors India Ltd commenced
assembling trucks and cars in its factory in Bombay, the first car assembled in India rolling
off the assembly line on December 4th. Two years later, Ford Motor Co of India Ltd
commenced assembly of automobiles in Madras, and the next year in Bombay and Calcutta.
And in 1936, Addison & Co Ltd commenced assembly of cars and trucks in Madras.

Hindustan Motors Ltd, Calcutta, and Premier Automobiles Ltd, Bombay, were established in
1942 and 1944 respectively to progressively manufacture complete automobiles. Hindustan
Motors, a Birla group company, began manufacturing operations in 1948 by assembling
Morris Oxford cars and Bedford trucks, gradually indigenizing the components. In 1957, the
Morris Oxford, substantially indigenized, was re-introduced as the Hindustan Ambassador.

9
The car sector of India is the seventh largest in the world. The country is the largest
manufacturer of motorcycles and the fifth largest producer of commercial vehicles. Industry
experts have visualized an unbelievably huge increase in these figures over the immediate
future. In the year 2009, India rose to be the fourth largest exporter of cars following Japan,
South Korea and Thailand.

10
2.1 COMPANY’S PROFILE

Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. The
company was established in 1950 as a locomotive manufacturing unit and later expanded its
operations to commercial vehicle sector in 1954 after forming a joint venture with Daimler-
Benz AG of Germany. Despite the success of its commercial vehicles, Tata realized his
company had to diversify and he began to look at other products. Based on consumer
demand, he decided that building a small car would be the most practical new venture. So in
1998 it launched Tata Indica, India's first fully indigenous passenger car. Designed to be
inexpensive and simple to build and maintain, the Indica became a hit in the Indian market. It
was also exported to Europe, especially the UK and Italy. After years of dominating the
commercial vehicle market in India, Tata Motors entered the passenger vehicle market in
1991 by launching the Tata Sierra, a multi utility vehicle. After the launch of three more
vehicles, Tata Estate (1992, a station wagon design based on the earlier 'Tata Mobile' (1989),
a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first
sports utility vehicle). Tata launched the Indica in 1998, the first fully indigenous passenger
car of India. Though the car was initially panned by auto-analysts, the car's excellent fuel
economy, powerful engine and aggressive marketing strategy made it one of the best selling
cars in the history of the Indian automobile industry. A newer version of the car, named
Indica V2, was a major improvement over the previous version and quickly became a mass-
favorite. Tata Motors also successfully exported large quantities of the car to South Africa.
The success of Indica in many ways marked the rise of Tata Motors.

11
VISION AND MISSION

12
PRODUCT RANGE

Tata Safari

Manufacturer Tata Motors

Also called Tata Dicor

Production 1998–present

Class SUV

Body style 5-door SUV

Engine 2.0L turbodiesel I4
2.2L turbodiesel I4
3.0L turbodiesel I4

Transmission 5-speed manual

Wheelbase 2,650 mm (104.3 in)

Length 4,650 mm (183.1 in)

Width 1,918 mm (75.5 in)

Height 1,925 mm (75.8 in)

Kerb weight 1,920 kg (4,233 lb)

13
 CHAPTER2

RESEARCH OBJECTIVE AND METHODOLOGY

3.1 RESEARCH METHODOLOGY

14
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information.
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to know not only the
research methods or techniques but also the methodology.

3.2 DATA COLLECTION METHOD

15
Market research requires two types of data i.e. secondary data and primary data. Primary data
has been used abundantly for the study. Well-structured questionnaires were prepared & the
survey was undertaken. Feedback for the display has been taken by asking questions &
observation has also done to gather primary information.

There is also a use of secondary data, collected from the various journals, books, and
websites & from company managers.

The selection of respondents were accordingly to be  in a right place at a right

time and so the s a m p l i n g w e r e q u i t e e a s y t o m e a s u r e , e v a l u a t e a n d c o -
o p e r a t i v e . I t w a s a r a n d o m l y a r e a sampling method that attempts to obtain the
sample of convenient.

PRIMARY:

For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:

The secondary data has been collected from the following modes:
 Magazines
  Newspaper 
 Data through internet sources
 Data collected from organization

Area of research: Delhi

Research approach: Survey method

Sample size: 20-30 respondents

Sampling Method: Random Convenience sampling

Sample Unit: Customer of Vodafone

Measuring Tool: Questionnaire 
SAMPLING PROCEDURE:

16
Random Convenience sampling
It is a sampling method in which units are selected based on easy access/availability. The
disadvantage of convenience sampling is that the units that are easiest to obtain may not be
representative of the population. For example products on top of a box of parts may be a
different quality from those at the bottom, people who are at home when the market
researcher calls may not be representative of the entire population. It is also called as
Accidental Sampling.

17
 CHAPTER 3
DATA COLLECTION AND DATA ANALYSIS

18
 a) Sale according to survey

b) Awareness of all versions of Tata Passenger Car

Are you aware of all versions of Tata Indica Passenger car?

Cumulative
Frequency Percent Valid Percent Percent
Valid YES 29 29.0 29.0 29.0
NO 71 71.0 71.0 100.0
Total 100 100.0 100.0

Awareness of all versions of Tata Passenger Car

19
 80

71

60
Percent

40

29

20

0
YES NO

Are you aware of all versions of Tata Indica Passenger car?

20
21
c) Sample of 30 customers, according to their income.

22
23
d) Car customers 

e) Tele media creates a brand appeal.

T.V. ads appeal No. of people

Yes 7

No 23

24
25
f) Customer Satisfaction from Tata cars.

Customer satisfaction No. of people

Satisfied 11

Not satisfied 19

26
27
g) Tata Passenger Cars, Creating brand value

Brand value No. of people

Yes 15

No 5

h) Factors affecting buying of customers

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I) Searching Information before buying car

Did you search information for buying the car?

Cumulative
Frequency Percent Valid Percent Percent
Valid YES 49 49.0 49.0 49.0
NO 51 51.0 51.0 100.0
Total 100 100.0 100.0

Searching Information before buying car

60

50 51
49

40
Percent

30

20

10

0
YES NO

Did you search information for buying the car?

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j) Rating of Mileage given by vehicle
How will you rate the mileage given by your vehicle?

Cumulative
Frequency Percent Valid Percent Percent
Valid Very good 17 17.0 17.0 17.0
Good 65 65.0 65.0 82.0
Neither good nor poor 13 13.0 13.0 95.0
poor 5 5.0 5.0 100.0
Total 100 100.0 100.0

Rating of Mileage given by vehicle

70

65
60

50

40
Percent

30

20

17
10 13

0 5
Very good Good Neither good nor poo poor

How will you rate the mileage given by your vehicle?

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k) Rating the Frequency of Maintenance and Repair

How will you rate the frequency of maintenance service and repair needs of your
vehicle?

Cumulative
Frequency Percent Valid Percent Percent
Valid Very frequent 23 23.0 23.0 23.0
Frequent 52 52.0 52.0 75.0
Neither frequent
14 14.0 14.0 89.0
nor frequent
Infrequent 7 7.0 7.0 96.0
very frequent 4 4.0 4.0 100.0
Total 100 100.0 100.0

Rating the Frequency of Maintenance and Repair

60

50 52

40
Perc ent

30

20 23

14
10

7
0 4
Very frequent Neither frequent nor very frequent
Frequent Infrequent

How will you rate the frequency of maintenanc e service and repair needs

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l) Rating the level of Comfort

How will you rate the level of comfortness of your vehicle?

Cumulative
Frequency Percent Valid Percent Percent
Valid Very good 34 34.0 34.0 34.0
Good 57 57.0 57.0 91.0
Neither good nor poor 6 6.0 6.0 97.0
poor 2 2.0 2.0 99.0
very poor 1 1.0 1.0 100.0
Total 100 100.0 100.0

Rating the level of Comfort

70

60
57
50

40
Percent

30 34

20

10

6
0
Very good Neither good nor poo very poor
Good poor

How will you rate the level of comfortness of your vehicle?

32
(a) INTERPRETATION
By analyzing the datas available about the sales figure it can be noted-
Vista Aqua is the most selling car amongst the other cars. Next comes the Vista Aura and
Vista Terra. These three cars constitute most of the sales. All other cars of tata have around
23.33%

(b) INTERPRETATION
From the above data we find out that most of the people surveyed are not aware of all the
versions of Tata Indica passenger car. Therefore more measures must be taken to promote
and create awareness about the cars available.

(c) INTERPRETATION
The above chart shows the annual income level of the 30 chosen samples. 17 samples have
income ranging between 1 lakh and 3 lakhs. 6 people have income between 3-5 lakh. 5
samples have income below 1 lakh. And the rest have income above 5 lakh.

(d) INTERPRETATION
The above chart shows that out of 30 samples chosen for the survey, 13 are first time users
and the rest have used Tata cars more than once and they are satisfied an happy with the car
and they do not want to change to some other car.

(e) INTERPRETATION
The above chart indicates that tele media does not actually create a brand appeal. Amongst
the 30 samples, 23 feel that tele media is not so important in creating a brand appeal. The
performance, average and features create a brand appeal.

(f) INTERPRETATION

33
Tata passenger car users are not so satisfied from the tata cars though it gives the best average
amongst all

34
same segment cars available and it is very economical. 19 out of 30 samples are not satisfied
with car and expect something better than the available cars.

(g) INTERPRETATION
The above chart shows that Tata Passenger cars do create a brand value. It is a big competion
to the other related brands available in the market. Only 5 out of 20 people feel that Tata cars
do not create a brand value.

(h) INTERPRETATION
The above chart shows that 4 samples prefer Tata cars because it provides power steering at a
very low cost as compared to other cars. People say that Tata cars give the best mileage and it
is very economical, 14 people prefer Tata Motors because of the mileage it gives. Most of the
people prefer Tata Motors as it sells the cheapest cars and at the same time provides features
which cannot be found in other cars in the same segment. It offers best features at least price.

(i) INTERPRETATION
The above chart shows that 51% people do not actually search for information before buying
a car. They just simply buy a car according to their budget and the brand value. They do not
usually search for various cars in the same segment. The rest of people prefer to do a detailed
research on various cars and its features before buying a new car.

(j) INTERPRETATION
Tata cars are best in terms of mileage as they have been made for the common man. From the
data collected it was found that 17% of the samples feel that the mileage of Tata cars is very
good. 65% people have rated it as good. Some people say that the mileage of the cars is not
so good and not so bad also at the same time. Only 5% of the chosen samples think that the
mileage of the Tata cars is poor.

(k) INTERPRETATION

35
From the data collected we found that tata passenger cars need to be properly maintained. It
requires maintenance and repair frequently for smooth running. These cars need servicing
more frequently. The maintenance cost Tata cars is much more as compared to various other
cars in the same segment. If they are not maintained and serviced regularly then it may give a
problem in future. For long run of the car it requires frequent serving and maintenance. If
there is any break down in the car then it has to be immediately repaired. The cost of
repairing is a little more if we compare it to maruti cars as its parts are a bit costly and are not
available at all places.

(l) INTERPRETATION
When it comes to comfort Tata motors are one of the most comfortable cars. Whether it
comes to driving or the seating space, these cars are ranked amongst the top rated cars
available at competitive prices. 37% of the samples have rated Tata cars as very good in
terms of comfort. 57% have rated it as good. Some people feel that it is not so good and not
so bad but it is satisfactory. But only 1% people say that Tata cars are very poor when it
comes to comfort.

36
FINDINGS, SUGGESTIONS, CONCLUSION,
BIBLOGRAPHY AND ANNEXURE

37
 FINDINGS

 TATA MOTORS is number three in passenger car market after maruti-suzuki & hyundai.

 Majority of the customers see TATA MOTORS with savings.

 Most of the customers spend large sum of money

 Out of the samples, people are highly convinced that TATA MOTORS will yield them
better results

 As the sales of Maruti grows as well as Hundai’s santro is still doing well in mid size and
small size segment so the INDICA VISTA may be a good options for the company in this
term for sustaining sales in long run as well as in the current situations.

 Product will have a gradual progress. Because most industries would wait for the
response about the product from other Company

 Customers were educated by me, about fuel efficient cars by TATA MOTORS

38
39
 

CONCLUSION

The study was conducted to measure,” THE CUSTOMER BEHAVIOR in purchasing

INDICA VISTA. The study was conducted on 30 Customers. A questionnaire was designed

to understand the market and create awareness about TATA MOTORS.

Based on the questionnaire, data was collected and analyzed and it was found that the

customers are willing to buy the Cars. However they are also skeptic about it.

Suggestions are provided based on customer requirements and market situation.

A nearest attempt has been made to make the study realistic and suggestive, but it is not

claimed that the findings and suggestions in the report are perfect.

40
 SUGGESTIONS AND RECOMMENDATIONS

 Demo of the product should be made available to Customers, since most of the purchase
decisions are based on it

 Technical details should be made available to the customers in the most accurate
numerical form

 The Indica has remained a bestseller throughout in the industry figuring in the top 3
selling list of cars for most of the years. 

 The distribution channel should be more efficient to cater the demand during peak
seasons like during dushera, diwali, etc .The city like Allahabad is mostly dominated by
the working class like people employed in high court, AG office (accountant general
office) and government school employees who this year are getting more pay due to the
recommendations made by the sixth pay commission so, the sales for mid size car can be
enhanced in this scenario.

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42
 

BIBLOGRAPHY

BOOKS:

•KOTLER PHILIP AND ARMSTRONG,

• GARY MARKETING MANAGEMENT

•MARKETING RESEARCH by R Nandagopal & K Arul Rajan

MAGAZINES:

•MONEY TODAY

•BUSSINESS WORLD

43
•OUTLOOK PROFIT

•INDIA TODAY

WEBSITES”

• https://www.tatamotors.com/about-us/company-profile/

• https://finance.yahoo.com/quote/TTM/profile?p=TTM

• https://www.valueresearchonline.com/stocks/44818/tata-motors-ltd/#snapshot

44
45
 ANNEXURE

QUESTIONAIRE

a) WHICH VEHICLE DO YOU OWN?

b) ARE YOU AWARE OF ALL VERSIONS OF TATA INDICA PASSENGER

CARS ?

YES
NO

c) WHAT IS YOUR SALARY?

<1 LAC 1LAKH – 3LAKH 3LAKH – 5LAKH <5LAKH

d) DID YOU RIDE SOME OTHER VEHICLE BEFORE THIS?

YES NO

e) WHAT IS YOUR EXPERIENCE FROM PREVIOUS VEHICLES?

SATISFIED NOT SATISFIED

f) DOES TV ad APPEAL YOU?

YES NO

46
g) DOES BRAND VALUE AFFECT YOUR DECISION ON BUYING VEHICLE?

YES NO

h) WHICH IS THE MOST ESSENTIAL THING YOU PREFER WHILE BUYING A

VEHICLE?

MILEAGE PRICE POWER STEERING OTHER

i) DID YOU SEARCH INFORMATION FOR BUYING THE CAR ?

YES NO

j) HOW WILL YOU RATE MILEAGE GIVEN BY YOUR VEHICLE?

VERY GOOD
GOOD
NEITHER GOOD NOR POOR
POOR

k) HOW WILL YOU RATE THE FREQUENCY OF MAINTEINANCE SERVICE

AND REAPIR NEEDS OF YOUR VEHICLE??

VERY FREQUENT
FREQUENT
NEITHER FREQUENT NOR INFREQUENT
INFREQUENT

47
l)HOW WILL YOU RATE THE LEVEL OF COMFORTNESS OF YOUR
VEHICLE?

VERY GOOD
GOOD
NEITHER GOOD NOR POOR
POOR
VERY POOR

48