Customer Preference & Satisfaction Towards TATA Motors PDF

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RESEARCH ANALYSIS REPORT
ON
“Customer Preference & Satisfaction Towards TATA Motors”
Submitted To :
Faculty Of Management
In partial fulfilment of the requirement of the award for the degree of Integrated
Masters of Business Administration.
Under The Guidance Of
Dr. CA. Darshana Khakhar
Submitted By :
Sr.
No.
Name Enrollment No.
1 Jinal Panchal 201900510010147
2 Foram Parekh 201900510010153
3 Harvi Patel 201900510010165
4 Manushi Patel 201900510010174
5 Trishna Patel 201900510010187
6 Diya Rajgor 201900510010206
7 Vishwas Rathod 201900510010211
8 Sahil Sadhwani 201900510010217
9 Aesha Shah 201900510010225
10 Dhruval Shah 201900510010233
11 Jainish Shah 201900510010244
Class S3
Batch 2019-24
I-MBA PROGRAMME

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Institute Certificate
It is to certify that Industrial Visit Report titled “Customer Preference & Satisfaction
Towards TATA Motors.” is an authentic work of Students is as follows, who carried out
research under our supervision.
1. Jinal Panchal (147)
2. Foram Parekh (153)
3. Harvi Patel (165)
4. Manushi Patel (174)
5. Trishna Patel (187)
6. Diya Rajgor (206)
7. Vishwas Rathod (211)
8. Sahil Sadhwani (217)
9. Aesha Shah (225)
10. Dhruval Shah (233)
11. Jainish Shah (244)
_____________
Project Guide, Director General,
Dr. CA. Darshana Khakhar Dr. Hitesh Ruparel

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P R E F A C E
Industrial visit make students understand the subject to its core. It also gives idea to students
about their job profile once they start working. Industrial visit in the entire field have same
procedure where students are given introduction of the particular organization, they are taken
along to all the departments, and thus in charge of particular one's explains about it. Students
are asked to note down everything because at the end of visit, there is small Q and A session
which they need to undergo. Many organizations also asked their students to write about the
visit as a part of assignment.
This Project has been prepared as a part of the GLS University course curriculum. The topic
for this project “Customer Preference & Satisfaction Towards Tata Motors”. We found very
interesting and educative. A practical exposure of working in an organization; although for a
brief period will however benefit me in the long run. This experience will be treasured by us
always.
Most of the people are trying to engage themselves in this sector. Before entering in this sector,
one should have knowledge of an overview of how this industry and market operates. This
project is carried out to translate the theoretical knowledge of the HR, Industrial Relations
Labor Law subject in to the practical field work.
Keeping this in mind, it is the matter of great privilege and satisfaction for us to present this
report before the readers. We are sure this attempt of presentation will bridge the gap between
theory and practice.

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A C K N O W L E D G E M E N T
Survey is an excellent tool for learning and exploration. No classroom routine can substitute
which is possible while working in real situation. Application of theoretical knowledge to
practical situation is the bonanzas of this survey.
To make a project of this magnitude is impossible without a dedicated effort and perfect
guidance. We would like to express our deep feeling of gratitude to the under mentioned
officials for their assistant, guidance and inspiration before and throughout the project.
We would like to thank Dr. Hitesh Ruparel (Director, GLS University, School of
Management) for their kind support. Special thanks to Dr. CA Darshana Khakhar, our project
Guide, for showing us a proper way to walk on, for providing help and guidance throughout
the project; She is always been the source of encouragement. She has ceaselessly guided us all
in all the aspects of the project, with her abundance amount of experience and finer ideas.
Working on the project needs hard work and concentration. What made it possible is the
support we received from those around us. We thank to all the faculties of our college for giving
us guidance, encouragement and right path to work on. We thank everybody who has directly
or indirectly helped us in the project to make it successful.

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E X E C U T I V E S U M M A R Y
Tata Motors is among the top multinational companies in India. It is an operating subsidiary of
the Tata Group. Tata Motors was established in the year 1945 and since then it has become the
country's largest automotive producers. It is listed on both the Bombay Stock Exchange and
the New York Stock Exchange. In 2005 this multinational company featured alongside the top
ten firms in India procuring annual revenue of Rs 320 billion. Tata Motors is ranked amongst
the top employers of the country. The current strength of employees in the company stands as
50,000.
The present research paper is an attempt to find out the key attributes considered
by the Perception of People who were live in Ahmedabad (Gujarat, India). The
study is a combination of descriptive & Quantative research which was carried
out using both primary and secondary data.
The findings provide insights about the various attributes considered by the
Respondent about Perception and satisfaction while evaluating the Tata Motors.
The results of attribute based perceptual mapping indicate each Responses has
unique position as perceived by Respondent.

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D E C L A R A T I O N
We also declare that this submitted report is conducted by us within the best of our knowledge
and no third party is included in preparing research project nor it is been taken from any
published sources for the sake of submission or acquiring a degree. It is solely prepared by the
members mentioned above.
We also declare that the information that has been collected, both primary and secondary is
been duly acknowledge. The viewers are requested to take it as research project only. The facts
collected are dependent on various sources and the author does not guarantee about the
responses collected as they connect be changed.
Þ Place: GLS University
Þ Date: 20-2-2021
Name Enrollment No. Signature
Jinal Panchal 201900510010147
Foram Parekh 201900510010153
Harvi Patel 201900510010165
Manushi Patel 201900510010174
Trishna Patel 201900510010187
Diya Rajgor 201900510010206
Vishwas Rathod 201900510010211
Sahil Sadhwani 201900510010217
Aesha Shah 201900510010225
Dhruval Shah 201900510010233
Jainish Shah 201900510010244

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TABLE OF CONTENT
I N D E X
SR.NO. PARTICULAR PAGE
NO.
CH-1 INTRODUCTION TO INDUSTRY 12
I Overview 13
II Growth Of The Industry 15
III Major Competitors & Challenges 19
IV Pestle Analysis 21
CH-2 INTRODUCTION TO COMPANY (T.M.L) 25
I Overview 26
III SWOT Analysis 27
CH-3 LITERATURE REVIEW 30
CH-4 RESEARCH METHODOLOGY 39
I Research Gap 40
II Objective Of The Study 40
III Scope Of The Study 40
IV Research Design 41
V Hypothesis Testing 41
VI Sampling Design 41
VII Research Instrument 41
VIII Statistical Tools 41

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IX Limitation Of Study 42
1X Beneficiary Of Study 42
CH-5 DATA ANALYSIS & INTERPRETATION 43
CH-6 OBSERVATION & FINDINGS 73
CH-7 SUGGESTION 75
CH-8 CONCLUSION 77
BIBLIOGRAPHY 79

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LIST OF TABLE & CHART
INDEX
SR NO. PARTICULAR PAGE NO.
CH-5 DATA ANALYSIS & INTERPRETATION 43
5.1 DEMOGRAPHIC DETAILS 44
5.1.1 Which Automobile Company You Prefer The Most Among
The Given Below ? [Tata Motors] 45
5.1.2 Which Automobile Company You Prefer The Most Among
The Given Below ? [Mahindra & Mahindra] 46
5.1.3 Which Automobile Company You Prefer The Most Among
The Given Below ? [Ashok Leyland] 47
5.1.4 Which Automobile Company You Prefer The Most Among
The Given Below ? [Ashok Leyland] 48
5.1.5 Which Automobile Company You Prefer The Most Among
The Given Below ? [Maruti Suzuki] 49
5.1.6 Which Automobile Company You Prefer The Most Among
The Given Below ? [Other] 50
5.1.7 Which Model Will You Prefer of TATA Motors ? [TATA
Altroz] 51
5.2.8 Which Model Will You Prefer of TATA Motors ? [TATA
Harrier] 52
5.2.9 Which Model Will You Prefer of TATA Motors ? [TATA
Tigor] 53
5.2.10 Which Model Will You Prefer of TATA Motors ? [TATA
Nexon] 54
5.2.11 Which Model Will You Prefer of TATA Motors ? [Other] 55
5.2.12 From How Many Years Do You Use Tata's Car? 56

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5.2.13 Why Did You Choose This Brand? 57
5.2.14
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Availability]
58
5.2.15
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [After Sales Service]
59
5.2.16
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Performance]
60
5.2.17
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Comfortable]
62
5.2.18
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly-
Satisfied ) [Quality]
63
5.2.19
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [ Safety Level]
64
5.2.20
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Maintenance]
65
5.2.21
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Price For Value]
66
5.2.22 How Is Their Complain Handling? Rate From (1-5) 67
5.2.23 Do You Think That Mileage Of Tata Car's Is Better Than
Other Competitors ; 68

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5.2.24 Do You Suggest Tata Motors Car To Someone Else? 69
5.2.25 What Is Your Overall Opinion About Tata Motors? 70
5.2.26 Gender 71
5.2.27 Age 72
5.2.28 Employment Status 73
5.2.29 Income 74

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Chapter:1
Introduction to
Automotive Industry

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I. OVERVIEW :
The first automobile with a petrol engine was built in 1885 and soon the figure for total cars in
the world will be touching a mark of 1000 million cars and light trucks. This article presents a
quick overview of what we mean with the Automotive Industry and how it started and what is
the scale of this industry today.
The automotive industry designs, develops, manufactures, markets, and sells motor vehicles,
and is one of the earth's most important economic sectors by revenue. The term automotive
industry usually does not include industries dedicated to automobiles after delivery to the
customer, such as repair shops and motor fuel filling stations.
The first practical automobile with a petrol engine was built by Karl Benz in 1885 in
Mannheim, Germany. Benz was granted a patent for his automobile on 29 January 1886, and
began the first production of automobiles in 1888, after Bertha Benz, his wife, had proved with
the first long-distance trip in August 1888 (104 km from Mannheim to Pforzheim and back)
that the horseless coach was absolutely suitable for daily use. Since 2008 a Bertha Benz
Memorial Route commemorates this event.
Soon after, in 1889, Gottlieb Daimler and Wilhelm Maybach in Stuttgart designed a vehicle
from scratch to be an automobile, rather than a horse-drawn carriage fitted with an engine.
They also are usually credited as inventors of the first motorcycle, the Daimler Reitwagen, in
1885, but Italy's Enrico Bernardi, of the University of Padua, in 1882, patented a 0.024
horsepower (17.9 W) 122 cc (7.4 cu in) one-cylinder petrol motor, fitting it into his son's
tricycle, making it at least a candidate for the first automobile, and first motorcycle.
Until 2005, the U.S.A. led the world in total automobile production. In 1929 before the Great
Depression, the world had 32,028,500 automobiles in use, and the US automobile industry
produced over 90% of them. At that time the U.S. had one car per 4.87 persons. In 2006, Japan
narrowly passed the U.S. in production and held this rank until 2009, when China took the top
spot with 13.8 million units. By producing 18.3 million units in 2010, China produced nearly
twice the number of second-place Japan (9.6 million units), with the U.S. in third place with
7.8 million units.

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Around the world, there were about 806 million cars and light trucks on the road in 2007,
consuming over 260 billion US gallons (980,000,000 m3) of gasoline and diesel fuel yearly.
The automobile is a primary mode of transportation for many developed economies. The
Detroit branch of Boston Consulting Group predicts that, by 2014, one-third of world demand
will be in the four BRIC markets (Brazil, Russia, India, and China). Other potentially powerful
automotive markets are Iran and Indonesia. Emerging auto markets already buy more cars than
established markets. According to a J.D. Power study, emerging markets accounted for 51
percent of the global light-vehicle sales in 2010. The study expects this trend to accelerate.
India is home to a vibrant automobile of more than 40 million vehicles. It has been one of the
few countries worldwide which saw growing passenger car sales during the recession of the
past two years. It is believed this upward trend will be sustained in the foreseeable future due
to a strong domestic market and increased thrust on exports. The Indian economy has grown
at an average rate of around 9 percent over the past five years and is expected to continue this
growth in the medium term. India’s car per capita ratio (expressed in cars per 1,000 population)
is currently among the lowest in the world’s top 10 auto markets. The twin phenomena of low
car penetration and rising incomes, when combined with the increasing affordability of cars,
are expected to contribute to an increase in India’s automobile demand.

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II. GROWTH OF THE INDUSTRY
• Investments:
In order to keep up with the growing demand, several auto makers have started investing
heavily in various segments of the industry during the last few months. The industry has
attracted Foreign Direct Investment (FDI) worth US$ 24.53 billion between April 2000 and
June 2020, according to the data released by Department for Promotion of Industry and Internal
Trade (DPIIT).
Some of the recent/planned investments and developments in the automobile sector in India
are as follows:
- In October 2020, Kinetic Green, an electric vehicles manufacturer, announced plan to
set up a manufacturing facility for electric golf carts besides a battery swapping unit in
Andhra Pradesh. The two projects involving setting up a manufacturing facility for
electric golf carts and a battery swapping unit will entail an investment of Rs.1,750
crores (US$ 236.27 million).
- In October 2020, Japan Bank for International Cooperation (JBIC) agreed to provide
US$ 1 billion (Rs.7,400 crores) to SBI (State Bank of India) for funding the
manufacturing and sales business of suppliers and dealers of Japanese automobile
manufacturers and providing auto loans for the purchase of Japanese automobiles in
India.
- In October 2020, MG Motors announced its interest in investing Rs.1,000 crores (US$
135.3 million) to launch new models and expand operations in spite of the anti-China
sentiments.
- In October 2020, Ultra- Violette Automotive, a manufacturer of electric motorcycle in
India, raised a disclosed amount in a series B investment from GoFrugal Technologies,
a software company.
- In September 2020, Toyota Kirloskar Motors announced investments of more than
Rs.2,000 crores (US$ 272.81 million) in India directed towards electric components
and technology for domestic customers and exports.
- During early September 2020, Mahindra & Mahindra singed a MoU with Israel-based
REE Automotive to collaborate and develop commercial electric vehicles.

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- In April 2020, TVS Motor Company bought UK’s iconic sporting motorcycle brand,
Norton, for a sum of about Rs.153 crores(US$ 21.89 million), making its entry into the
top end (above 850cc) segment of the superbike market.
- In March 2020, Lithium Urban Technologies partnered with renewable energy
solutions provider, Fourth Partner Energy, to build charging infrastructure across the
country.
- In January 2020, Tata Auto Comp Systems, the auto-components arm of Tata Group
entered a joint venture with Beijing-based Prestolite Electric to enter the electric vehicle
(EV) components market.
- In December 2019, Force Motors planned to invest Rs.600 crores (US$ 85.85 million)
to develop two new models over the next two years.
- In December 2019, Morris Garages (MG), a British automobile brand, announced plans
to invest an additional Rs.3,000 crores (US$ 429.25 million) in India.
- Audi India planned to launch nine all-new models including Sedans and SUVs along
with futuristic E-Tron EV by end of 2019.
- MG Motor India planned to launch MG ZS EV electric SUV in early 2020 and have
plans to launch affordable EV in the next 3-4 years.
- BYD-Olectra, Tata Motors and Ashok Leyland will supply 5,500 electric buses for
different state departments.
• Government Initiatives
The Government of India encourages foreign investment in the automobile sector and has
allowed 100% foreign direct investment (FDI) under the automatic route.
Some of the recent initiatives taken by the Government of India are -
• Under Union Budget 2019-20, the Government announced to provide additional
income tax deduction of Rs.1.5 lakh (US$ 2,146) on the interest paid on the loans taken
to purchase EVs.
• The Government aims to develop India as a global manufacturing centre and a Research
and Development (R&D) hub.
• Under NATRiP, the Government of India is planning to set up R&D centers at a total
cost of US$ 388.5 million to enable the industry to be on par with global standards.
• The Ministry of Heavy Industries, Government of India has shortlisted 11 cities in the
country for introduction of EVs in their public transport systems under the FAME

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(Faster Adoption and Manufacturing of (Hybrid) and Electric Vehicles in India)
scheme. The Government will also set up incubation centre for start-ups working in the
EVs space.
• In February 2019, the Government of India approved FAME-II scheme with a fund
requirement of Rs.10,000 crores (US$ 1.39 billion) for FY20-22.
Þ Achievements
Following are the achievements of the Government in the last four years :
• In H12019, automobile manufacturers invested US$ 501 million in India’s auto-tech
start-ups according to Venture intelligence.
• Investment flow into EV start-ups in 2019 (till end of November) increased nearly
170% to reach US$ 397 million.
• On 29th July 2019, Inter-ministerial panel sanctioned 5,645 electric buses for 65 cities.
• NATRiP’s proposal for “Grant-In-Aid for test facility infrastructure for EV
performance Certification from NATRIP Implementation Society” under the FAME
Scheme was approved by Project Implementation and Sanctioning Committee (PISC)
on 3rd January 2019.
• Under NATRiP, following testing and research centers have been established in the
country since 2015
o International Centre for Automotive Technology (ICAT), Manesar
o National Institute for Automotive Inspection, Maintenance & Training
(NIAIMT), Silchar
o National Automotive Testing Tracks (NATRAX), Indore
o Automotive Research Association of India (ARAI), Pune
o Global Automotive Research Centre (GARC), Chennai
• SAMARTH Udyog - Industry 4.0 centers: ‘Demo cum experience’ centers are being
set up in the country for promoting smart and advanced manufacturing helping SMEs
to implement Industry 4.0 (automation and data exchange in manufacturing
technology)

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Þ Road Ahead
The automobile industry is supported by various factors such as availability of skilled labour
at low cost, robust R&D centers, and low-cost steel production. The industry also provides
great opportunities for investment and direct and indirect employment to skilled and unskilled
labour.
Indian automotive industry (including component manufacturing) is expected to reach Rs.
16.16-18.18 trillion (US$ 251.4-282.8 billion) by 2026.

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III. MAJOR COMPETITORS & CHALLENGES
§ The current situation is the automobile industry is an Oligopoly as there are few big
firms and massive barriers to entry due to cost.
Þ Toyota
Þ General Motors
Þ Volkswagen
Þ Hyundai
Þ Ford
Þ Tata
Þ Honda
The competition in the industry is the rivalry between competitors. The internal rivalry in this
industry is moderate. The car industry is oligopolistic with 10 global manufacturers controlling
over 70 percent of the global car market according to 2013 statistics (OICA, 2013). The top 20
carmakers sold about 78 million cars out of the total 87 million vehicles in 2013. The internal
rivalry is only intense among the top five carmakers. However, the rivalry is likely to go higher
because of the effects of globalization. Globalization has forced companies to expand and
compete in emerging markets. The rivalry in the car manufacturing business is also moderate
because the number of competitors is relative. Despite the industry having more than 50
players, only four companies produced more than 5 million vehicles each in 2013. The internal
rivalry between competitors is also moderate because the industry attracts strong customer
loyalty.

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§ CHALLENGES
An integral component of the global economy, the automotive industry, a flourishing behemoth
in itself, has been fraught with many challenges in recent times. While automakers have been
rather forthright in adapting to the transformation the industry continues to experience time
and again, changes in the global technological landscape have prompted the need to quickly
analyze the challenges in automotive industry and brainstorm ideas to resolve the same.
The entire ecosystem is currently scrambling to change, pertaining to the shifting consumer
behavior landscape and the transformative trend of connected technology – which in itself is
cropping up to be one of the major challenges automotive Industry is Facing.
Developing nations worldwide, specifically across the APAC and MEA belts, are witnessing a
massive change in terms of economic growth, leading to increased affordability and rising
consumer power. Since the last half a decade or so, the automotive industry has been expanding
at an appreciable pace across the emerging economies, which has had a major impact on the
automotive supply chain.
The automotive manufacturing landscape has also witnessed the penetration of technology
conglomerates, ride-sharing firms, and like, Companies such as Uber, having commenced as a
ride-hailing service, are now working toward developing self-driving cars and have even
started to deploy the same in various cities across the U.S. Just recently in July, Uber, in
partnership with Volvo, has declared third-gen variant of its self-driving car – the all-new
XC90 SUV, that will be manufactured to fit the company’s self-driving technology at the
factory level.
7 Critical Challenges Facing Tata Motors
1. Millennial Woes
2. Connected Technologies & Their Implication
3. The Self Driving Evolution
4. Sustainability
5. The Shift From Ownership To Access
6. Excess Production & Related Costs
7. Retention Of Talented Workforce

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IV. PESTLE ANALYSIS:
In this PESTLE analysis, we’ll look at the,
§ POLITICAL
§ ECONOMIC
§ SOCIOCULTURAL
§ TECHNOLOGICAL
§ LEGAL
§ ENVIRONMENTAL
These factors affecting the automotive industry, in the hopes of gaining some insight into
the future of this space :
A. Political :
Here are the Political factors affecting the automotive industry:
o Safety Regulations
Driving motor vehicles can be extremely dangerous. Although we like to think of airplanes as
being unsafe, the truth is that you’re significantly more likely to have a car or motorcycle
accident than to be involved in a plane crash. As a result of this, governments across the world
enforce strict safety regulations around the automotive industry. Not only do these regulations
govern the manufacturing of motor vehicles — providing specific build requirements, such as
seatbelts, to ensure passenger safety — but they also affect those behind the wheel. This makes
it more difficult to launch a new business in the automotive space, helping existing brands to
maintain their place in the market.
o Emissions Policies
Aside from controlling the safety aspect of the automotive industry, politicians also take great
interest in the environmental consequences of motor vehicles. Almost all cars, motorcycles,
and buses are powered by fossil fuels such as petroleum and diesel, which produce a number
of environmental pollutants when burnt. A major concern with motor vehicles is that of carbon
emissions, i.e. the amount of carbon dioxide produced by driving a vehicle. As such,
governments also have a great interest in the emissions statistics of new and existing vehicles.

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This, along with other environmental concerns, is yet another regulatory hoop for automotive
manufacturers to jump through.
B. Economic :
Here are the Economic factors affecting the automotive industry:
o Growing Disposable Incomes
As a general trend, individuals around the world are earning more and more money every year.
This means they have more money to spend on luxury items such as electronics and, of course,
automobiles! It comes as no surprise, then, that demand for motor vehicles is slowly but surely
growing. This is especially true in developing regions — such as some African states — where
recent economic developments have only now made it possible for poorer households to afford
their own car. Ultimately, this growing demand for motor vehicles means that more cars will
be sold, and the automotive industry will become even more profitable for its participants.
C. Sociocultural:
Here are the Sociocultural affecting the automotive industry:
o Popularity of Driving
There’s no doubt that, from a Sociocultural perspective, the popularity of driving is growing.
It’s becoming commonplace for families around the world to own one or more motor vehicles;
in fact, owning one or more motor vehicles is already the norm in developed countries such as
the United States, Canada, and much of the European Union. Part of this is a cultural
phenomenon: it’s not like many of us can’t get away with bicycles and buses, but instead we
choose to drive motor vehicles simply because that’s what is expected of us.

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D. Technological:
Here are the Technological factors affecting the automotive industry :
o Self-Driving Cars
Without a doubt, the biggest Technological shift impacting the automotive industry is the
advance of self-driving technology. With some automotive brands such as Tesla already
offering nearly completely autonomous motor vehicles, there is a huge change to the way we
commute on the horizon. This isn’t necessarily a good or bad thing for the automotive industry,
but it may mean that manufacturers of conventional cars have to change their business
strategy to stay relevant.
o Improved Safety
Aside from the advent of self-driving cars, another big Technological advancement in the
automotive industry is, generally speaking, the safety of motor vehicles. It was only in the
1980s that wearing seat belts became a requirement; similarly, it took lower-end automotive
brands until the early 2000s to begin rolling out airbags across their models. Not only are
standards improving across the industry, but so is the underlying technology.
E. Legal:
Here are the Legal factors affecting the automotive industry:
o Copyright Issues
Interestingly, the issue of copyright also affects the automotive industry. Certain features of a
car — from its branding to even its shape — can be protected by copyright, trademark, or patent
laws. It’s uncommon to hear about legal showdowns in the automotive space, but they do
happen. In recent decades, a rising issue has been that of Chinese automobile manufacturers
blatantly stealing the designs of Western counterparts. For example, Chinese brand Geely has
created some oddly similar copies of the Rolls Royce Phantom, resulting in some conflict. It’s
unclear what net effect this copying has on the industry, but it’s definitely present.

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F. Environmental:
Here are the Environmental factors affecting the automotive industry:
o Carbon Emissions
As touched upon earlier, carbon dioxide is one of the most serious Environmental pollutants
generated by the automotive industry. It plays a large role in global climate change, by means
of the greenhouse effect. Over the last few years, the issue of carbon emissions has gained
global attention. We continue to drive motor vehicles on a daily basis, but it’s unclear whether
governments will be forced to take greater action to stop global warming — and that might
involve a complete ban on production or usage of motor vehicles, or at least a switch towards
electric vehicles.
o Final Thoughts
The motor vehicle has become a part of everyday life for many of us. Not only can we afford
to buy and fuel our cars more than ever before, but we’re also implicitly expected to use
automobiles. However, the Environmental consequences of driving are serious, and it looks
like we might have to think about making the switch to electric vehicles to save our planet.

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Chapter: 2
Introduction to
Tata Motors

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I. OVERVIEW :
Tata Motors Group (Tata Motors) is a $35 billion organization. It is a leading global automobile
manufacturing company. Tata Motors is an automobile maker. The company produces
passenger cars, including popular models such as Jaguar, Land Rover, Safari, and Sumo, and
commercial vehicles, such as buses, trucks, tractor-trailers, light commercial vehicles, and
defense and construction equipment. Furthermore, Tata Motors has OEMs offering an
extensive range of integrated, smart and e-mobility solutions. Tata Motors sells its vehicles
through an extensive dealer network in India and exports vehicles to countries in Africa, Asia,
Europe, the Middle East, and South America. In addition, the company distributes Fiat-brand
cars in India through its joint venture with Fiat. Tata Motors rolled out its first commercial
truck in 1945. Its vehicles can now be found on the roads in more than 125 countries. The
company generates majority of sales from international markets.
Tata Motors Group is on the roads of 125 countries

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II. SWOT Analysis :
Þ The Strengths of Tata Motors
Diversified Portfolios: Tata has a large, well-diversified portfolio of products. The well-
diversified portfolio of vehicles makes it bring stabilization in its sales and profit. It brings
confidence to the investors who are interested in this company to invest.
Stabilized Earning: It has been earning stabilized profit. Tata has a good management policy.
It can be noticed when they acquire new companies. One study showed that Tata will only
purchase those companies which have the same management system. They follow this policy
only because they have confidence over their management policies.
Recognized Brand: TATA is a well-known brand in the home country, and in the neighbor
country like Pakistan, Bangladesh etc. One of its most recognized brands is Jaguar Land Rover
PLC, among others.
Number of Employees: It has a large number of employees. Under Tata group, more
than 660,800 employees are working. And 66000 people are working in the automobile
company as of 2016.
Þ The Weaknesses of Tata Motors
Indifferent to Changes: Automobile industry is a very competitive industry. Every company
in this industry remain competitive as most of the automobile companies are very old and
experienced in this business. They offer a new model and tech-savvy cars. But Tata Motors is
indifferent in this case. Its large model base is old.
Global Presence: Automobile industry is not limited to the local market. If it is limited to a
specific area, then it’s a strong barrier to the growth as other foreign companies may enter the
same market. Tata remained silent in achieving global market shares. It has not penetrated in
many international markets until now.

28
Weak Marketing Policy: Strong marketing policy is the strength of a company. It is the way
a company can know the demands of their customers and produce the products accordingly.
Also, it helps the company to communicate with consumers and inform about the value they
are planning to deliver. The TATA does not have strong marketing policy to promote its
product world-wide.
Narrow Domestic Market: As Tata did not enter too many global markets, it developed its
business in the local market. But only the local market is not enough for a company like Tata
motors.
Þ The Opportunities for Tata Motors
- Global Positioning: For developing a strong brand image, all it needs to have a strong
marketing policy. This can make a new customer base in the local market and
worldwide as well. If TATA Motors wants to position its products heavily, it can. All
it needs to have stronger marketing and promotional policies.
- Opportunities for Merger and Acquisitions: Merger and acquisition is a pretty
common tradition in the automobile industry. Tata has a long experience as it is one of
the oldest companies in India. As it has grown bigger, it has grabbed the capabilities
for acquisitions. Also, it has its own proved management policies that may help to
manage newly acquired companies.
- Increasing Purchase Power of Indian People: The sales of a product largely depends
on the price of the products. If prices are reasonable, a company can easily develop
tech-savvy modern cars and meet the sale target. as the people of India are earning more
than before, they are having more purchase power.
- Expanding Auto Market: The world is becoming modernized. People are being
dependent on transportation facilities heavily. It will increase the sales of motor
vehicles. As Tata still has the opportunities to enter a different foreign market, it has a
great expansion opportunity.

29
Þ The Threats for Tata Motors
- Fuel Price: The cost of fuel affects the sale of a vehicle not only in India but also all
over the world. The fuel price and the sales of the cars directly negatively related. So,
if the product price increases, it will reduce the sales volume. This is one of the biggest
threats for the car companies.
- Government Law on Environment: Many countries are developing law on carbon
emission. If India develops such kind of law, TATA might need to develop more
carbon-efficient cars which may need additional investment. This requires additional
investments.
- Market competition: The automobile market is so much competition. These
companies are frequently offering newly developed cars which have fuel efficiency,
modern models, technologies, and environmental friendliness. TATA has many strong
competitors in this sector. So, it has to remain cautious and become more competitive.
- Increasing Production Cost: In this modern era, competition has increased. As a
result, the production cost is more than before as the company has to be more
competitive for offering innovative products.

30
Chapter: 3
Literature
Review

31
Literature Review on Customer Satisfaction Towards TATA Motors:
1. A (C. Ganesan et al, 2017) Conducted a study on Measurement of Customer Satisfaction
level before & after sales service in TATA Motors. Their major objectives are to develop
its market internationally regarding customer needs and eco-friendly technologies & to
come up with innovative vehicle ideas in future. Methodology of research is quantitative
research and secondary data were collected through questionnaire regarding before sales,
during sales and after sales questions with 200 sample size. A 5- point scale ranging from
“Highly Satisfied” to “Unsatisfied” was used to measure the level of customer satisfaction.
Hence, from the study, we came to know that about 86% of the customers prefer to buy a
new car & 14% of them preferred new car. Thus, this study concludes that the service visit
quality & after sales service are the factors that are attracted by the customers the most. A
large number of customers are satisfied with after sales service of Tata Motors.
2. A (Ashok Kumar Mishra, 2014) Conducted a research on Customer Overall Satisfaction
At Tata Motor’s With Special Reference To Ramgarh Automobiles Ramgarh Cantt,
Jharkhand. the major objective of the study was to study the after sales service provided
by tata motors. to knows if the customers are satisfied with overall after sales service of
tata motors. to study the relation between effective after sales service. a questionnaire was
made and mailed to the respondents. sample size was 100. primary and secondary data was
collected. primary data was collected by observation, interview, telephonic interview,
questionnaires and secondary data was collected from bibliographies, directories,
newspaper, journals, websites. from the study, it is observed that mostly, tata customers
purchased car on loan and using them for personal purpose. it is also seen that mostly people
are recommending to their friends and relatives who have car, to adopt preventive
maintenance of car from authorized dealer only once it completes one year and up to five
years.

32
3. (Nainesh Patel et al., 2012) Conducted a study on Consumer Perception towards TATA
Nexon Car in Bardoli City. The main scope is to study the perception level of consumer
and to know the likability of Tata Nexon car in particular city. The sample size are used
for the study from online survey are 160 respondents. The research finds a limitation that
few might feel that the vehicle has an overdone design and further concluded that large
number of respondents are preferring this car due to its features, mileage, price, good
design, and quality service. TATA Nexon is indeed a good choice for customer who need
a practical, comfortable SUV especially for the price that it is offered at.
4. (Ms.R.Suriya et al, 2015), Conducted a study on Service Quality and Customer
Satisfaction towards Tata Indica at Vst Motors in Cuddalore. The main focus of the study
is to identify the factors which influence customer satisfaction level and to recognize the
performance of service provided. The type of research is descriptive in nature. The
research observe a limitation that feedback from survey of some customers may not be
100% true to their knowledge. Moreover, our findings shows that majority of the
customers are expecting to reduce service rate and minimize waiting time on both arrival
and delivery of service. If these areas are improving efficiently then consumers will
receive more satisfaction and the future of this company will be glorious in the field of
automobile.
5. (K. Malar Mathi et al, 2013) Customer playing the three distinct roles of user, payer and
buyer differ in their intention towards buying a product, some purchase for need, while
some purchase for the want of status, status seeking consumers are those who give much
importance to the non-functional attributes of the product such as beauty, attractiveness,
brand, social comparison, prestige etc. than the functional attribute. Car a common means
of transport is bought by people not only for the transportation purpose, it is also bought
for comfort, convenience, fun, prestige/status. The research paper has indicated consumer
has buy four wheelers for increasing the income and to show their status.

33
6. (Ratan Binodini Amiya, 2013): As India’s economy continues to grow at a rapid pace,
the automobile industry will be a key beneficiary. This is widely true across automotive
markets—from those serving customers with four-wheelers to those offering commercial
vehicles. The main factors behind such growth are the increasing affluence of the average
consumer, overall GDP growth, the arrival of ultra-low-cost cars, and the increasing
maturity of Indian original equipment manufacturers (OEMs). However, India’s path to
mass motorization will be very different from that of developed countries; it must first
develop the new technologies, business models, and government policies that will pave
the way to increased automobile penetration. The automotive sector is one of the core
industries of the Indian economy, whose prospect is reflective of the economic resilience
of the country.
7. (Yasodha Damodaran et al, 2014) Conducted a study on The Indian automobile industry
is the tenth largest in the world with an annual production of two million units. Indian
Auto Industry promises to become the major automotive industry in the upcoming years
and the industry experts are hopeful that it will touch ten million units mark. Tata Motors
dominates over 60% of the Indian commercial vehicle market. Tata motors are the largest
medium and heavy commercial vehicle manufacturers in India. This research paper has
purely base on only one four wheelers that is TATA NANO. This car is more comfort to
suitable for small family even price are also reasonable so consumer can easily
affordable. Verities of colors and effective advertising display by company so customer
are attracting more.
8. (Ashok Kumar Mishra, 2014), Conducted a study on relation between effective after
sales service and customer overall satisfaction at TATA Motors. Its main objective is to
satisfy customers by meeting their needs and wants, to analyze the customer satisfaction
towards all the variant of Tata motors, to study the after sales service, to ensure that
customers are satisfied with their purchases and incase of any difficulty installing or
setting up equipment they can receive help. The primary data was collected by
Observation, Interview, Telephonic Interview and Questionnaires responded by 100
customers and these secondary data was collected by Bibliographies, Directories,

34
Newspaper, Journals, Websites and Television. It was found that customer satisfaction is
a measure of post purchase behavior of the customers. Also identified that most of the
customers agree that after sales service provided in showroom are satisfactory. It is
observed that mostly, Tata customers purchased car on loan and using them for personal
purpose. It was concluded that the most influencing factor for customer satisfaction in
case of Tata Motors were price, mileage and interior space.
9. (Kavita Dua et al, 2013), Conducted a study on customer satisfaction with reference to
TATAMOTOR passenger vehicles. The objective is to find out the satisfaction among
the customers, market performance and position of TATA motors, to find out the most
crucial fact-or for customer satisfaction of Tata Motor Passenger vehicles, to find out the
customer loyalty and quality of service. Non-Probability Sampling Technique,
convenience sampling was applied. Data was collected by questionnaires from 100
respondents and data was analyzed by Multi-Dimensional Scaling Method and SPSS
technique has been used. It was found that customer are mostly satisfied with price,
design, safety, mileage, interior space, status brand name, comfort level, spares part and
after sale service. Finding pertaining to most influencing fact or for customer satisfaction
in case of Tata Motors were price, mileage and interior space. The study concluded that
mostly TATA customers purchased car on loan and TATA car for personal purpose.
10. (Dr. B Venkateshwara Reddy et al., 2016), Conducted a study on customer satisfaction
towards tata motor cars. The main objectives is to measure the customer satisfaction kevel
towards tata motors, to compare the customer satisfaction level between tata motors or
study the factors influencing towards tata motors. Also, statistical method were used to
analyzed data. The primary data collected by users of tata motors cars and the secondary
data was collected by journals, association bulletins, magazines, news-papers, books,
web portals. It was found that quality, performance, service, occupation, income level or
educational qualification. It’s concluded that the car users or the present study will help
not only tata motors but also all the cars manufacturer to perform their activities more
effectively.

35
11. (Sandesh Kumar et al, 2011), Conducted a study of customer satisfaction of tata motors.
The main Objectives of the study to find the satisfaction amongst the customers market
performance and market position of tata motors. The primary data collected by a
questionnaire and the secondary data was collected from journals, magazines,
newspapers, data through internet sources or collected from organization. It was found
that evaluate and identify car owner perception and behavior pertaining the purchase and
use of cars or analysis of the company shows that company had a strong fundamental as
well as a strong market performance over the years. It's concluded that tata motor is one
of the best car manufacturing company in India or customer are satisfied because of price
is low , maintaining quality standards, its relationship with the people who have bet their
money on the company’s products.
12. (Abhishek Kumar, 2019), Conducted a research on, “A study on customer preference
and satisfaction with special reference to Tata Motors.” The primary objective of this
study is to study the consumer preference and satisfaction in Samrat Automobiles pvt.
Ltd which deals in the financial and marketing and sales of the TATA MOTORS
commercial products. This research was being conducted by using stratified random
sampling method. This research was conducted in Patna district with a sample size of 220
customers. From this study it was founded that the preference and satisfaction level about
the products of Tata motors used in SAMARAT AUTOMOBILES PVT. LTD were good,
and the opinion of the Dealers, Distributers and institutional customers are satisfactory.
From this study we can conclude that, TATA MOTORS LTD. Is a company which
follows certain set of fundamentals and has a very good reputation in manufacturing with
high quality and sales.
13. (Dr. P.Kuppuraj et al., 2019), Conducted a research on, Consumer satisfaction towards
Tata Motor in Coimbatore north. The Main objective of the study is to know the product
offered by the Tata Motors and also to know the consumer satisfaction towards Tata
Motors. Questionnaire method was adopted to collect the data by using random sampling
method. For this research purpose Coimbatore north was selected as area with the sample
size of 50 respondents. This research was conducted from the period of Jan- March 2019.
The findings shows that the majority(40%) of the respondents are choosing designs,

36
majority(44%) of the respondents are using sedan cars, and majority(32%) of the
respondents are using their car for more than 5 years. Majority of the (40%) of the
respondents were also dissatisfied by using the TATA MOTORS cars when compared to
others. From this study we can conclude that Tata motors is manufacturing low fuel
consumption but they have few weaknesses in domestic market.
14. (Mr. Roxana Ioana Dumitriu et al., 2013), Conducted a study concerning customer
loyalty in the auto market. 593 customers were taken as sample for the survey. Simple
random sampling technique was used to select the sample. A structured questionnaire
was used to collect the data. The analysis showed statistically significant correlation
between satisfaction and repurchase, between satisfaction and recommendation and
between recommendation and repurchase. The researchers concluded that loyalty is a
powerful marketing tool and the three dimensions are interrelated.
15. (Dr. Nagaraja N et al, 2012), Conducted a research on “Customer satisfaction in
automobile industry – an Indian- online buyers‟ perspective of car manufacturers‟
websites”. The objective of the study was to reveal the online behavior of today’s auto
Customers. Exploratory research was undertaken and a structured questionnaire was
designed and sent to 50 online customers. Customers consider “quality of content” and
Ease of navigation” as the most significant factors. The researchers concluded that online
landscape evolves rapidly with the emergence of powerful Customer-to-Customer tools
like blogs, discussion forums, social networking sites and virtual worlds.
16. (Kiran Sharma et al, 2011), Conducted "A study and analysis of customer satisfaction of
Tata motors in Jaipur, Rajasthan with the objectives to find out the satisfaction among
the customers, market performance and market position of Tata motors. They take the
sample size of 100 customers in Jaipur city and concluded from this study that 73%
people feel that safety are affordable whereas 12% do not agree, 74% believe that
attractive discount are offered but 26% are not satisfied with the discount offered , but
the overall opinion about Tata Motors is very good and safety precaution is overall
excellent for this Tata Motors.

37
17. (Kumar R. Veerin et al, 2012), revealed study on "Customer satisfaction towards Tata
Motors - A study on Passenger cars in Warangal district of Andhra Pradesh" with the
objectives to study the customer satisfaction with the usage of vehicles, after sale service,
key area of strength, pricing affects, service and quality. They have taken the sample of
100 respondents and used the percentage technique. They concluded from the study that
majority of customers are Satisfied with this Tata Motors and secondly, there is a Good
Impression Towards Tata Motors From the customers who are using their vehicles.
18. (S. N. Mahapatra et al, 2010), mentioned a study on "customer satisfaction,
dissatisfaction and post purchase evaluation: an empirical study on small size passenger
cars in India" with the main objectives to examine the satisfaction and impact on future
purchase decision and explore the performance of different attributes in automobile in
giving satisfaction to customer with the sample size of 150 customers and they used the
multiple regression techniques and they revealed from this study that customers are
highly satisfied with the performance of attributes like pickup, wipers, etc. and other
attributes like pollution, engine, quietness, battery performance, and pick up influence
the consumer future purchase decisions and consumer give the more importance to these
factors.
19. (Abhishek Kumar, 2010) , has conducted research on, a study on customer preference
and satisfaction with special reference to Tata Motors. The primary objective is to study
the Customer preference & satisfaction in Samrat Automobiles Pvt. Ltd which deals in
the financing and marketing and sales of the TATAMOTORS commercial products. To
know the opinion of customers about the service of the Products. To know about the
perception of customers about Quality, Price, Brand Image, and how it is affecting the
customer satisfaction level. And how does service matters after sales for next purchased.
To find out different factors involves in the marketing segment of the company. To find
out whether the SAMRAT AUTOMOBILES PVT. LTD (TATA MOTORS) is providing
satisfactory services to their customers by meeting the identified factors.

38
20. (Dr. Maqsood Husain Junaidi, 2017), has conducted research on, a study on customer
preference and satisfaction with special reference to TATA motors". Automobile industry
has been a major driver growth of a nation’s economy and is a significant contributor to
the global economy. The Automobile has been described as both a form and function-
based product involving high level of engineering as well as being positioned as a fashion
product. A total of 250 randomly drawn respondents were taken for the survey using
questionnaire method. It was found that the customer having Toyota are more satisfied
on the dimension of time taken for delivery, promised time delivery, accessories and
spare parts, after sales services, grievances handling and supply chain management as
compare to Tata motors. It was also found that young generations are more satisfied with
Toyota while old customer are more satisfied with Tata motors. Majority of the customers
of both the companies are also showing satisfaction with Dealership network.

39
Chapter: 4
Research
Methodology

40
Þ RESEARCH PROPOSAL
1. Research Gap :
From the literature reviewed, it appears that there is still some gap wherein, other
industries are untapped or not addressed properly. There are still various companies
competing in the same industry. The study is descriptive in nature. Both primary data
and secondary data were used in the study. Primary data have been collected by means
of well-designed questionnaire. Respondents have been selected by using convenient
sampling methods to know their preference towards Tata Motors after sales service.
The data collected analyzed through various Tools Techniques such as a table,
percentage, charts, diagrams etc. Secondary data were collected from the books, News
Paper, Magazine, Journal, and Internet etc. The sample design of the study is based on
convenient sampling method. The study includes Ahmedabad only.
2. Objectives of the Study :
i. Primary Objectives:
- To determine the customer satisfaction related to the after sales services in
the Tata Motor Company.
- To examine the factors influencing the customer after buying Tata Motor.
- To analyze the level of satisfaction of customer for Tata Motor after
sales service.
ii. Secondary Objectives:
- To know about demographic profile of the customer towards Tata Motor’s
after sales service.
- To study about the services by Tata Motors provided.
3. Scope of the Study :
• the scope of the study is to make an analysis of how many of people aware of Tata
Motor Company and how many of them using their company’s Vehicles.
• The scope of the study is people reciting in Ahmedabad city and people of the age 18-
60. The research will give a deep insight of consumers’ satisfaction towards Tata

41
Motors after sales service. Secondly, through this study it will get to know how many
of them are satisfied from Vehicles By using it and their perception towards company.
This research maybe helpful to Tata Motors as they will get to know about their existing
consumer and also how many of them still they have to reach.
4. Research Design:
Descriptive Research Design and Quantitative Research Design will be used. As these
designs provide the opportunity to cover all the aspects that are required to conduct the
research. Data that will be used will be derived from both primary and secondary
sources. Primary data will be collected through Google Forms. Secondary data will be
collected from researches done in India earlier, on the same topic.
5. Sampling Design:
1. Population: - Residing In Ahmedabad.
2. Sampling Frame: - People Using Tata Motors
3. Sampling Method: - Non-Probability convenience sampling
4.Sampling Size: - Study Based On 150 Respondent
6. Research Instrument :
Structured questioner is going to be used for research. The question would be like
multiple choice questions, scale base etc. & many other types of question.
7. Statistical Tools:
Microsoft Excel 2013 software is used for data analysis. For the measurement and
analysis of the information gathered, appropriate mathematical and statistical
techniques used.

42
8. Limitations of the Study:
- This study will be limited to Ahmedabad only. It will give an insight of
consumers of Ahmedabad Only.
- Lack of time for conducting the study for research.
- Lack of reliable data connected from respondents.
- Possibility of error is self-reported data.
9. Beneficiaries of the Study:
- This study is supposed to benefit the researchers as a primary data who
will be conducting research on similar topic.
- The study would help them to know that whether their consumers are
satisfied with their services or not. If they are not doing well, then this study
will help them to know about where they are not doing well.

43
Chapter: 5
DATA
ANALYSIS

44
5.1 D E M O G R A P H I C D E T A I L S
5. 1. 1 COMPANY PREFERRING : The rank has been allotted to the most
preferred automobile companies amongst the Tata motors, Mahindra and
Mahindra, Ashok Leyland, Maruti Suzuki and others.
Which Automobile Company You Prefer The Most Among The
Given Below ? [Tata Motors]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 71 69.6 69.6 69.6
2nd 15 14.7 14.7 84.3
3rd 9 8.8 8.8 93.1
4th 5 4.9 4.9 98.0
5th 2 2.0 2.0 100.0
Total 102 100.0 100.0
INTERPRETATION :
Amongst 102 respondents,
• 69.6% people gave 1st Rank,
• 14.7% people gave 2nd Rank,
• 8.8% people gave 3rd Rank,
• 4.9% people gave 4th and,

45
• 2.0% people gave 5th Rank to the Tata Motors.
• Hence, It Can Be Known That Majority Of Respondent Gave a 1st Rank to TATA
MOTORS.
5. 1. 2 COMPANY PREFERRING :
Which Automobile Company You Prefer The Most Among The
Given Below ? [Mahindra & Mahindra]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 17 16.7 16.7 16.7
2nd 23 22.5 22.5 39.2
3rd 33 32.4 32.4 71.6
4th 23 22.5 22.5 94.1
5th 6 5.9 5.9 100.0
Total 102 100.0 100.0

46
INTERPRETATION :
Amongst 102 respondents,
• 16.7% people gave 1st rank,
• 22.5% people gave 2nd rank,
• 32.4% people gave 3rd rank,
• 22.5% people gave 4th and
• 5.9% people gave 5th rank to the Mahindra and Mahindra.
• Hence, It Can Be Known That Majority Of Respondent Gave a 3rd Rank to Mahindra
& Mahindra.
5. 1. 3 COMPANY PREFERRING :
Which Automobile Company You Prefer The Most Among The
Given Below ? [Ashok Leyland]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 6 5.9 5.9 5.9
2nd 34 33.3 33.3 39.2
3rd 22 21.6 21.6 60.8
4th 27 26.5 26.5 87.3
5th 13 12.7 12.7 100.0
Total 102 100.0 100.0

47
INTERPRETATION :
Amongst 102 respondents,
• 5.9% people gave 1st rank,
• 33.3% people gave 2nd rank,
• 21.6% people gave 3rd rank,
• 26.5% people gave 4th and
• 12.7% people gave 5th rank to the Ashok Leyland.
• Hence, It Can Be Known That Majority Of Respondent Gave a 2nd Rank to Ashok
Leyland.
5. 1. 4 COMPANY PREFERRING :
Which Automobile Company You Prefer The Most Among The
Given Below ? [Maruti Suzuki]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 20 19.6 19.6 19.6
2nd 26 25.5 25.5 45.1
3rd 30 29.4 29.4 74.5
4th 23 22.5 22.5 97.1
5th 3 2.9 2.9 100.0
Total 102 100.0 100.0

48
INTERPRETATION :
Amongst 102 respondents,
• 19.6% people gave 1st rank,
• 25.5% people gave 2nd rank,
• 29.4% people gave 3rd rank,
• 22.5% people gave 4th and
• 2.9% people gave 5th rank to the Maruti Suzuki.
• Hence, It Can Be Known That Majority Of Respondent Gave a 3rd Rank to Maruti
Suzuki
5. 1. 5 COMPANY PREFERRING :
Which Automobile Company You Prefer The Most Among The
Given Below ? [Other]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 13 12.7 12.7 12.7
2nd 6 5.9 5.9 18.6
3rd 7 6.9 6.9 25.5
4th 20 19.6 19.6 45.1
5th 56 54.9 54.9 100.0
Total 102 100.0 100.0

49
INTERPRETATION :
Amongst 102 respondents,
• 12.7% people gave 1st rank,
• 5.9% people gave 2nd rank,
• 6.9% people gave 3rd rank,
• 19.6% people gave 4th and
• 54.9% people gave 5th rank to the Others.
• Hence, It Can Be Known That Majority Of Respondent Gave a 5th Rank to Other
Automobile Company.
5. 1. 6 MODEL PREFERRING : The rank has been allotted for the preference of
different models of tata motors amongst Tata Altroz, Tata Harrier, Tata Tigor,
Tata Nexon and others.
Which Model Will You Prefer of TATA Motors ? [TATA Altroz]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 45 44.1 44.1 44.1
2nd 20 19.6 19.6 63.7
3rd 20 19.6 19.6 83.3
4th 14 13.7 13.7 97.1
5th 3 2.9 2.9 100.0
Total 102 100.0 100.0

50
INTERPRETATION :
Amongst 102 respondents,
• 44.1% people gave 1st rank,
• 19.6% people gave 2nd rank,
• 19.6% people gave 3rd rank,
• 13.7% people gave 4th and
• 2.9% people gave 5th rank to the Tata Altroz.
• Hence, It Can Be Known That Majority Of Respondent Gave a 1st Rank to TATA Altroz.
5. 1. 7 MODEL PREFERRING :
Which Model Will You Prefer of TATA Motors ? [TATA Harrier]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 29 28.4 28.4 28.4
2nd 24 23.5 23.5 52.0
3rd 23 22.5 22.5 74.5
4th 21 20.6 20.6 95.1
5th 5 4.9 4.9 100.0
Total 102 100.0 100.0

51
INTERPRETATION :
Amongst 102 respondents,
• 28.4% people gave 1st rank,
• 23.5% people gave 2nd rank,
• 22.5% people gave 3rd rank,
• 20.6% people gave 4th and
• 4.9% people gave 5th rank to the Tata Harrier.
• Hence, It Can Be Known That Majority Of Respondent Gave a 1st Rank to TATA
Harrier, and both Tata harrier & Tata Altroz have 1st Rank given by respondent.
5. 1. 8 MODEL PREFERRING :
Which Model Will You Prefer of TATA Motors ? [TATA Tigor]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 21 20.6 20.6 20.6
2nd 29 28.4 28.4 49.0
3rd 32 31.4 31.4 80.4
4th 15 14.7 14.7 95.1
5th 5 4.9 4.9 100.0
Total 102 100.0 100.0

52
INTERPRETATION :
• Amongst 102 respondents,
• 20.6% people gave 1st rank,
• 28.4% people gave 2nd rank,
• 31.4% people gave 3rd rank,
• 14.7% people gave 4th and
• 4.9% people gave 5th rank to the Tata Tigor.
• Hence, It Can Be Known That Majority Of Respondent Gave a 3rd Rank to TATA
Tigor.
5. 1. 9 MODEL PREFERRING :
Which Model Will You Prefer of TATA Motors ? [TATA Nexon]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 29 28.4 28.4 28.4
2nd 23 22.5 22.5 51.0
3rd 21 20.6 20.6 71.6
4th 28 27.5 27.5 99.0
5th 1 1.0 1.0 100.0
Total 102 100.0 100.0

53
INTERPRETATION :
Amongst 102 respondents,
• 28.4% people gave 1st rank,
• 22.5% people gave 2nd rank,
• 20.6% people gave 3rd rank,
• 27.5% people gave 4th and
• 1.0% people gave 5th rank to the Tata Nexon.
• Hence, It Can Be Known That Majority Of Respondent Gave a 1st Rank to TATA
Nexon.
• Tata Nexon, Tata Harrier and Tata Altroz These three Cars got 1 st Rank among all
Other Tata Models, as we are Considering them HOT Favourite to respondents.
5. 1. 10 MODEL PREFERRING :
Which Model Will You Prefer of TATA Motors ? [Other]
Frequency Percent Valid Percent Cumulative Percent
Valid
1st 4 3.9 3.9 3.9
2nd 6 5.9 5.9 9.8
3rd 5 4.9 4.9 14.7
4th 15 14.7 14.7 29.4
5th 72 70.6 70.6 100.0
Total 102 100.0 100.0

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INTERPRETATION :
Amongst 102 respondents,
• 3.9% people gave 1st rank,
• 5.9% people gave 2nd rank,
• 4.9% people gave 3rd rank,
• 14.7% people gave 4th and
• 70.6% people gave 5th rank to the Others.
• Hence, It Can Be Known That Majority Of Respondent Gave 5th Rank to Other
Tata’s Model.
5. 1. 11 Years Of Usage Period :
From How Many Years Do You Use Tata's Car?
Frequency Percent Valid
Percent Cumulative Percent
Valid
Less than 6 Month 22 21.6 21.6 21.6
1 Year - 2 Year 23 22.5 22.5 44.1
3 Year - 4 Year 31 30.4 30.4 74.5
5 Year - 6 Year 18 17.6 17.6 92.2
More Than 6 Year 8 7.8 7.8 100.0
Total 102 100.0 100.0

55
INTERPRETATION :
Amongst 102 respondents,
• 21.6% people are using tata motors car from less than 6 Months,
• 22.5% people are using it from past 1 - 2 years,
• 33.4% people are using it from past 3 - 4 years,
• 17.6% people are using it from past 5 - 6 years,
• 7.84% people are using it from More than 6 years.
• Hence, it can be said that majority of people(33.4%) are into Tata Motors from past 3
– 4 years.
5. 1. 12 Choosing Brand :

56
INTERPRETATION :
Above Graph Shows That Among The 102 Respondent,
• 58% of people choose this brand Because of the BRAND IMAGE of Tata
Motors.
• 56% of people choose this brand Because of the DESIGN of Tata Motors.
• 48% of people choose this brand Because of the AVAILABILITY of
Tata Motors.
• 67% of people choose this brand Because of the TRUST of Tata Motors.
• 66% of people choose this brand Because of the GOOD SERVICE of
Tata Motors.
• 41% of people choose this brand Because of the USER FRIENDLY of
Tata Motors.
• 31% of people choose this brand Because of the RECOMMENDED BY
OTHERS.
Hence, It can be said that majority of the people have chosen this Brand because of the
TRUST Factor(67%) of Tata Motors.
5. 1. 13 Described Tata Motors : A number of statements that shows the
satisfaction level of respondents towards Tata Motors cars,
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Availability]
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly Dissatisfied 16 15.7 15.7 15.7
Dissatisfied 4 3.9 3.9 19.6
Neutral 23 22.5 22.5 42.2
Satisfied 45 44.1 44.1 86.3
Highly Satisfied 14 13.7 13.7 100.0
Total 102 100.0 100.0

57
INTERPRETATION :
Amongst 102 respondents,
• 15.7% people are highly dissatisfied with the availability of Tata Motors
products,
• 3.9% people are dissatisfied with the availability of Tata Motors
products,
• 22.5% people are neutral with the availability of Tata Motors products,
• 44.1% people are satisfied with the availability of Tata Motors products
and
• 13.7% people are highly satisfied with the availability of Tata Motors
products.
Hence, It Can Be Known That Majority Of Respondent are (44.1%) Satisfied but not Highly
Satisfied with Availability Of Tata Motors.

58
5. 1. 14 Described Tata Motors :
INTERPRETATION :
Amongst 102 respondents,
• 3.9% of people are highly dissatisfied with the After Sales Services of
Tata Motors,
• 14.7% of people are dissatisfied with the After Sales Services of Tata
Motors,
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [After Sales Service]
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly Dissatisfied 4 3.9 3.9 3.9
Dissatisfied 15 14.7 14.7 18.6
Neutral 15 14.7 14.7 33.3
Satisfied 44 43.1 43.1 76.5
Highly Satisfied 24 23.5 23.5 100.0
Total 102 100.0 100.0

59
• 14.7% of people are neutral with the After Sales Services of Tata
Motors,
• 43.1% of people are satisfied with the After Sales Services of Tata
Motors and,
• 23.5% people are highly satisfied with the After Sales Services of Tata
Motors.
Hence, It Can Be Known That Majority Of Respondent are (44.1%) Satisfied but not Highly
Satisfied with After Sales Service Of Tata Motors.
5. 1. 15 Described Tata Motors :
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Performance]
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly Dissatisfied 7 6.9 6.9 6.9
Dissatisfied 6 5.9 5.9 12.7
Neutral 18 17.6 17.6 30.4
Satisfied 35 34.3 34.3 64.7
Highly Satisfied 36 35.3 35.3 100.0
Total 102 100.0 100.0

60
INTERPRETATION :
Amongst 102 respondents,
• 6.9% people are highly dissatisfied with the performance of Tata Motors,
• 5.9% people are dissatisfied with the performance of Tata Motors,
• 17.6% people are neutral with the performance of Tata Motors,
• 34.3% people are satisfied with the performance of Tata Motors and,
• 35.3% people are highly satisfied with the performance of Tata Motors.
Hence, It Can Be Known That Majority Of Respondent are (35.29%) Highly Satisfied with
Performance Of Tata Motors.
5. 1. 16 Described Tata Motors :
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Comfortable]
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly Dissatisfied 6 5.9 5.9 5.9
Dissatisfied 8 7.8 7.8 13.7
Neutral 13 12.7 12.7 26.5
Satisfied 28 27.5 27.5 53.9
Highly Satisfied 47 46.1 46.1 100.0
Total 102 100.0 100.0

61
INTERPRETATION :
• Amongst 102 respondents,
• 5.9% people are highly dissatisfied with the comfortability of Tata
Motors,
• 7.8% people are dissatisfied with the comfortability of Tata Motors,
• 12.7% people are neutral with the comfortability of Tata Motors,
• 27.5% people are satisfied with the comfortability of Tata Motors and,
• 46.1% people are highly satisfied with the comfortability of Tata Motors
Hence, It Can Be Known That Majority Of Respondent are (46.1%) Highly Satisfied with
Comfortability Of Tata Motors.
5. 1. 17 Described Tata Motors :
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly-
Satisfied ) [Quality]
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly Dissatisfied 8 7.8 7.8 7.8
Dissatisfied 5 4.9 4.9 12.7
Neutral 12 11.8 11.8 24.5
Satisfied 32 31.4 31.4 55.9
Highly Satisfied 45 44.1 44.1 100.0
Total 102 100.0 100.0

62
INTERPRETATION :
Amongst 102 respondents,
• 7.8% people are highly dissatisfied with the quality of Tata Motors,
• 4.9% people are dissatisfied with the quality of Tata Motors,
• 11.8% people are neutral with the quality of Tata Motors,
• 31.4% people are satisfied with the quality of Tata Motors and,
• 44.1% people are highly satisfied with the quality of Tata Motors.
Hence, It Can Be Known That Majority Of Respondent are (44.1%) Highly Satisfied with
Quality Of Tata Motors.
5. 1. 18 Described Tata Motors :
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [ Safety Level]
Frequency Percent Valid
Percent Cumulative Percent
Valid
Highly Dissatisfied 10 9.8 9.8 9.8
Dissatisfied 6 5.9 5.9 15.7
Neutral 9 8.8 8.8 24.5
Satisfied 42 41.2 41.2 65.7
Highly Satisfied 35 34.3 34.3 100.0
Total 102 100.0 100.0

63
INTERPRETATION :
Amongst 102 respondents,
• 9.8% people are highly dissatisfied with the safety level of Tata Motors,
• 5.9% people are dissatisfied with the safety level of Tata Motors,
• 8.8% people are neutral with the safety level of Tata Motors,
• 41.2% people are satisfied with the safety level of Tata Motors and,
• 34.3% people are highly satisfied with the safety level of Tata Motors.
Hence, It Can Be Known That Majority Of Respondent are (41.2%) Satisfied with Safety
Level Of Tata Motors.
5. 1. 19 Described Tata Motors :
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Maintenance]
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly Dissatisfied 7 6.9 6.9 6.9
Dissatisfied 8 7.8 7.8 14.7
Neutral 25 24.5 24.5 39.2
Satisfied 32 31.4 31.4 70.6
Highly Satisfied 30 29.4 29.4 100.0
Total 102 100.0 100.0

64
INTERPRETATION :
Amongst 102 respondents,
• 6.9% people are highly dissatisfied with the maintenance of Tata Motors,
• 7.8% people are dissatisfied with the maintenance of Tata Motors,
• 24.5% people are neutral with the maintenance of Tata Motors,
• 31.4% people are satisfied with the maintenance of Tata Motors and,
• 29.4% people are highly satisfied with the maintenance of Tata Motors.
Hence, It Can Be Known That Majority Of Respondent are (31.4%) Satisfied with
Maintenance Of Tata Motors.
5. 1. 20 Described Tata Motors :
A number Statement That Could Be Used To Describe Tata
Motors Car. ( 1 Is For Highly Dissatisfied - 5 Is for Highly
Satisfied ) [Price For Value]
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly Dissatisfied 7 6.9 6.9 6.9
Dissatisfied 13 12.7 12.7 19.6
Neutral 23 22.5 22.5 42.2
Satisfied 38 37.3 37.3 79.4
Highly Satisfied 21 20.6 20.6 100.0
Total 102 100.0 100.0
INTERPRETATION :

65
Amongst 102 respondents,
• 6.9% people are highly dissatisfied with the price of Tata Motors,
• 12.7% people are dissatisfied with the price of Tata Motors,
• 22.5% people are neutral with the price of Tata Motors,
• 37.3% people are satisfied with the price of Tata Motors and,
• 20.6% people are highly satisfied with the price of Tata Motors.
Hence, It Can Be Known That Majority Of Respondent are (37.3%) Satisfied with Price Of
Tata Motors.
5. 1. 21 Complain Handling :
How Is Their Complain Handling? Rate From (1-5)
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Dissatisfied 2 2.0 2.0 2.0
Neutral 16 15.7 15.7 17.6
Satisfied 56 54.9 54.9 72.5
Strongly Satisfied 28 27.5 27.5 100.0
Total 102 100.0 100.0
INTERPRETATION :

66
Amongst 102 respondents,
• 2.0% people are strongly dis-satisfied with complaint handling of Tata
Motors,
• 15.7% people are neutral with it,
• 54.9% people are satisfied with it and,
• 27.5% people are strongly satisfied with the complaint handling of Tata
Motors.
Hence, It Can Be Known That Majority Of Respondent are (54.9%) Satisfied with their
Complain Handling Of Tata Motors.
5. 1. 22 Mileage :
Do You Think That Mileage Of Tata Car's Is Better Than Other
Competitors ;
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 91 89.2 89.2 89.2
No 11 10.8 10.8 100.0
Total 102 100.0 100.0

67
INTERPRETATION :
Amongst 102 respondents,
89.2% people thinks that the Mileage of Tata car’s is better than other
competitors,
&
10.8% don’t thinks that the Mileage of Tata car’s is better than other
competitors.
5. 1. 24 Suggest To Others :
INTERPRETATION :
Amongst 102 respondents,
• 63.7% people will suggest Tata Motor’s car to someone else,
• 2.9% people will not suggest Tata Motors car to someone else and,
Do You Suggest Tata Motors Car To Someone Else?
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 65 63.7 63.7 63.7
No 3 2.9 2.9 66.7
May be 34 33.3 33.3 100.0
Total 102 100.0 100.0

68
• 33.3% people will maybe suggest Tata Motors car to someone else.
Hence, It Can Be Known That Majority Of Respondent are (63.7%) will Suggest the Car of
Tata Motors.
5. 1. 25 Over All Opinion :
What Is Your Overall Opinion About Tata Motors?
Frequency Percent Valid Percent Cumulative Percent
Valid
Worst 2 2.0 2.0 2.0
Worse 1 1.0 1.0 2.9
Good 17 16.7 16.7 19.6
Better 56 54.9 54.9 74.5
Best 26 25.5 25.5 100.0
Total 102 100.0 100.0
INTERPRETATION :
Amongst 102 respondents,
• 2.0% people have Worst overall opinion about the Tata Motors,
• 1.0% people have Worse opinion about the Tata Motors,
Worst
Worse
Good
Better
Best

69
• 16.7% people have Good opinion about the Tata Motors,
• 54.9% people have Better opinion about the Tata Motors,
• 25.5% people have Best opinion about the Tata Motors.
Hence, It Can Be Known That Majority Of Respondent are (54.9%) have Better Opinion
About Tata Motors.
5. 1. 26 Gender :
INTERPRETATION :
Amongst 102 respondents,
• 75.5% respondents were male and,
• 24.5% respondents were female.
Hence, Participation Of Male Gender Is Higher Than The Female.
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid
Male 77 75.5 75.5 75.5
Female 25 24.5 24.5 100.0
Total 102 100.0 100.0

70
5. 1. 27 Age :
Age
Frequency Percent Valid Percent Cumulative Percent
Valid
18-35 61 59.8 59.8 59.8
36-60 38 37.3 37.3 97.1
More Than 60 3 2.9 2.9 100.0
Total 102 100.0 100.0
INTERPRETATION :
Amongst 102 respondents,
• 59.8% respondents are from age group of 18- 35 years,
• 37.3% people are from age group of 36-60 years and,
• 2.9% respondents are from age group of more than 60 years.
Hence, It Can Be Known That Majority Of Respondent(59.8%) Are In Between-
Age Of 18-35.

71
5. 1. 28 Employed :
Employment Status
Frequency Percent Valid Percent Cumulative Percent
Valid
Business 41 40.2 40.6 40.6
Professional 16 15.7 15.8 56.4
Job / Service 40 39.2 39.6 96.0
Retired 5 4.0 4.0 100.0
Total 102 100.0 100.0
INTERPRETATION :
Amongst 102 respondents,
• 40.2% people are having business as employment status,
• 15.7% people are having professional as employment status,
• 39.2% people are having job/service as their employment status,
• 4.0% people are retired and,
Hence, It Can Be Known That Majority Of Respondent(40.2%) Are Having Business As
their Profession.
4.0%

72
5. 1. 29 Income :
INTERPRETATION :
Amongst 102 respondents,
Þ 37.3% people are having income (per year) up to Rs 2,50,000,
Þ 34.3% people are having income (per year) between Rs 2,50,001 to Rs
5,00,000,
Þ 23.5% people are having income (per year) between Rs 5,00,001 to Rs
10,00,000 and,
Þ 4.9% people are having income (per year) above Rs 10,00,000.
Hence, It Can Be Known That Majority Of Respondent(37.3%) Are Having Their Income Up
To 2,50,000.
What Is Your Income?
Frequency Percent Valid Percent Cumulative Percent
Valid
Up To 250000 38 37.3 37.3 37.3
250001 - 500000 35 34.3 34.3 71.6
500001 - 1000000 24 23.5 23.5 95.1
Above 1000000 5 4.9 4.9 100.0
Total 102 100.0 100.0

73
Chapter: 6
FINDINGS

74
Þ O B S E R V A T I O N & F I N D I N G :
On the analysis of data following were the findings :
₪ Our Finding Shows that 92 (90.2%) people have their own car.
₪ Amongst those who have a car 41 (40.2%) were a Businessman, 16 (15.7) were a
Professional, 40 (39.2%) of people who done their Job or Services and 5 (4%) were a
Retired.
₪ After conducting the detailed statistical analysis of the data, it is very clear that Tata
Motors Company is most effective in leading Automotive Industry amongst all other
Companies.
₪ Out of the total 102 respondents, majority of the respondents i.e. 71 (69.6%) gave 1st
rank to the Tata Motors.
₪ People’s satisfaction towards Tata motors is more than any other companies as it can
be shown that majority of respondent are 56 (54.9%) have Better Opinion about Tata
Motors and There is only 2 (2%) of the people have Worst Opinion about Tata
Motors.
₪ Also, Majority of the respondents thinks that amongst the mentioned companies Tata
Motors is way better in all aspect be it as Availability, After Sales Services,
Performance, Comfortable, Quality, Safety level, Maintenance, Price for Value etc.
The Service provided by Tata motors to retailers is very good comparing with
other brand.

75
Chapter: 7
SUGGESTION

76
Þ S U G G E S T I O N
To help a plant grow it must be suitability watered, sunlight and soil,
which best suits its kind, similarly the organization too, to see that its effort
get result, must provide with proper attention for the development of the
development of the company. It is said that the ‘line to perfection never
exists’, in a way it suggests that continues improvement and development
is essential to at least near to the ‘perfection’. After analyzing the data
collected during the survey, it is suggested that company has to do more market
study in order to be aware of its competitors

77
Chapter: 8
CONCLUSION

78
Þ C O N C L U S I O N
After all the research work and SWOT analysis of TATA
Motors we came to the conclusion that Tata Motors is an overall strong company that has found
its strength and expansion through its parent company -Tata Group and its numerous
acquisitions and mergers. Through this research we get to know that Tata Motors should come
in Luxury segment with new strategies in the domestic market.
From the analysis and interpretation, we can conclude that TATA MOTORS is the largest
Company with more consumer preference and high satisfaction level and had got very good
brand image compared to Other Company.
Thus, The research conclude that Majority People Of Ahmedabad Consider Car As a Tata
Motors Car and Company Tata Motors Is Far Better Than Any Other Companies.
v This study is an attempt to focus attention of consumer preference towards Tata Motors
vehicles :
Ø The making of this project not only helped us to gain knowledge but gave us a
thorough study of what the company comprises of? How it works? What are the
strategies? And lastly customer orientation.

79
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