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CUSTOMER SATISFACTION AMONG TATA INDICA VISTA

CHAPTER-I INTRODUCTION 1.1 INTRODUCTION


The consumers are the arbiters of future in business consumer orientation stems from the companys adoption and implementation of marketing concept. In highly competitive economic system, the success survival and growth of firms warrants accurate knowledge of about customers. Customer satisfaction is the important word used by the business people for the success of the organization in the present days. Due to the increase of heavy competition in every product line it become difficult for the companies to retain the customer for longer time. So retain the customer for longer time the market has to do only one thing i.e. customer satisfaction. If the customer is fully satisfied by the product it not only rubs the organization success fully but also fetches many benefits for the company. Tata motors is limited is the largest automobile company in India, with consolidated revenue of Rs. 92519 crores. It is the leader in commercial vehicles in each segment and among the top three in the passenger vehicle with winning products in the compact, mid size car and utility vehicle

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segments. The company is the worlds fourth largest truck manufacturer, and worlds second largest bus manufacturer. The companies the companys twenty four thousand employees are guided by the vision to be the best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics. Established in 1945, Tata motors presence indeed cut across the length and breadths of India. Over five point nine million Tata vehicles play on Indian roads, since the first rolled out in 1954. The companys manufacturing base in India is spread across Jamshedpur (Jharkand), Pune (Maharashtra), Lucknow (uther pradesh), Patnagar (uttarakhand), and Dharward (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with the Fiat group automobile at Ranjagon (maharashtra), to produce both Tata cars as well as Fiat cars and fiat power trains. The company is establishing a new plant at sanad (Gujarath). The companys leadership, sales, services and spare parts network comprises over three thousand five hundred touch points: Tata motors also distributes and markets Fiat branded cars in India. The foundation of companys growth over past fifty years is a deep understanding of the economic and customer needs, and the ability to translate them into customer desired offering through leading edge R&D. With over 3,000 engineers and scientists, the companys Engineering Research Centre, established in 1966, and has enabled pioneering technologies and products. The company today has R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata motors, which developed the first indigenously developed light Commercial Vehicle, Indias first sports utility vehicle and, in 1998, the Tata, Indica, Indias first fully indigenous passenger car. Within two years of launch, Tata Indias largest selling car

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in its segment in 2005 , Tata motors created a new segment by launching the Tata Ace, Indias first indigenously developed mini truck. In January 2008, Tata motors unveiled its peoples car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the Nano bring the comfort and safety of a car within the reach of thousands of families. The standard version has been priced at Rs. 100,000 (excluding VAT and transportation cost).

1.2 STATEMENT OF THE PROBLEM


Satisfaction is a function of perceived performance and expectation. If the performance matches the expectations the customer is satisfied. Otherwise they are dissatisfied .If the performance exceeds expectation the customer is highly stifled or delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find at easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity with the brand, not just a rational preference. The result is high customer. Their expectations are experienced by their past buying experience, friend and associations advice and marketers and competitors, information and promises. If marketers raise expectations too high the buyer is likely to be disappointed. Satisfied customer make repeats purchase, and

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they tell others about their good experience with the product. The key is to match customer expectations with company performance. Smart companies aim to delight customers by promising only what they can deliver, then delivering more then they promise. Consumer from judgments about the value of marketing offers and makes their buying decision based upon these judgments. Customer satisfaction with a purchase depends on the products performance relative to a buyer expectation. A customer might experience various degree of satisfaction if the products performance falls short of their expectation the customer is satisfied. Customer satisfaction of the Tata indica vista is conducted in this study to give recommendation for improving their after sales service, safety and comfort, pricing policy, fuel consumption, overall performance, looks of Tata indica vista. The opinion is collected from the respondents of Kottayam District from different group viz. Private Owners, Taxi Owners, NRI Owners.

1.3 OBJECTIVES OF THE STUDY

Following are the objectives fixed for the present study;

1. To assess the customer satisfaction of Indica Vista offered by Tata .company. 2. To know the customer expectation about after sales service provided by the Tata company. .

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3. To evaluate the customer expectation about safety and comfort provided by .the Tata Company. .. 4. To study the customer expectation about the features, low maintenance .cost and looks of Indica Vista. 5. To identify the customer expectation regarding the fuel consumption of .Indica Vista. . 6. To study the factors considered by customer before making a buying ,,,,decision of Indica Vista. 7. To identify the pricing policy of Tata company. ... 8. To give information about overall performance of Indica Vista. . 9. To give a product summary of Tata company to the people to take a .decision to purchase the products offered by the company.

1.4 HYPOTHESES OF THE STUDY


1. There is no significant variance between pricing policies adopted by Tata Company .and customer satisfaction regarding various products. 2..There is no significant correlation between income level of customers and .buying decision. 3..There is significant correlation between the safety and comfort offered by .Indica Vista and buying decision of customers.

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4. There is significant correlation between after sales service provided by Tata Company and customer satisfaction.

1.5 PERIOD OF THE STUDY


The period of the study was conducted during the period of three months from January to March.

1.6 METHODOLOGY
The nature of the study descriptive cum analysis. The study requires primary as well as secondary data. Secondary data are collected from books, periodicals, magazines, published and unpublished records etc. In order to collect the required primary data, one sample survey is conducted in Kottayam District with the help of one Questionnaire (Appendix I) In the sample survey 90 samples have been taken for the study. These samples have been drawn from three sectors of the Owners, viz, Private Owners, Taxi Owners, NRI Owners. From each sector 30 respondents have been taken as samples.

1.7 TOOLS FOR ANALYSIS


Data collected have been analyzed by applying appropriate statistical techniques and also presented by means of tables and diagrams. Statistical

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techniques such as percentage, Analysis of Variance, test).

X2 _test (Chi-square

First and third hypothesis is tested with the help of ONE WAY ANALYSIS OF VARIANCE For testing the Second and Fourth hypothesis X2 _TES (CHI-SQUARE TEST) is used.

1.8 LIMITATION OF THE STUDY


Tata company has several products but, the study is limited to only one product i.e. Mahindra Scorpio, because the inadequacy of time. The study is also limited to the respondents in Kottayam District. While collecting primary data, respondents were reluctant to supply whole information pertaining to them. In spite of this limitation adequate care has been taken to arrive at more reliable conclusion.

1.9 CHAPTER SCHEMES


The report of the present study consists of five chapters, which are as follows:.Fist chapter deals with introduction, Statement of the problem, ..objectives and methodology.

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.Second chapter provides ..Theoretical Framework

Tata

Company

And

Indica

Vista

Third chapter describes Customer Satisfaction- An Overview .Fourth chapter deals with the analysis of data collected on sampling ..together with testing of hypothesis. .Fifth chapter gives an account of findings of present study, ..suggestions on the basis of it and conclusion.

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CHAPTER II TATA COMPANY AND INDICA VISTA THEROTICAL FRAMEWORK

INTRODUCTION India is an emerging country with huge potential. The domestic economy is now growing at around 9-10% per annum and Indias importance in global terms is being reinforced by rapidly rising exports and domestic consumption, at a time when number of a slow down and overheating in the Indian economy have started Gaining momentum, the Indian rupee sprang a surprise by pushing the GDP figure past the trillion dollar (42, 00,000 crore) mark, But a bit slow in the present financial year, near to seven and eight The automotive industry is at the center of Indias new global dynamic. The domestic market expanding rapidly as incomes rise and consumer credit becomes more widely available. Tata motors is limited is the largest automobile company in India, with consolidated revenue of Rs. 92519 crores. It is the leader in commercial vehicles in each segment and among the top three in the passenger vehicle with winning products in the compact, mid size car and utility vehicle

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segments. The company is the worlds fourth largest truck manufacturer, and worlds second largest bus manufacturer. The companies the companys twenty four thousand employees are guided by the vision to be the best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics.

2.2 HISTORY
Established in 1945, Tata motors presence indeed cut across the length and breadths of India. Over five point nine million Tata vehicles play on Indian roads, since the first rolled out in 1954. The companys manufacturing base in India is spread across Jamshedpur (Jharkand), Pune (Maharashtra), Lucknow (Uther pradesh), Patnagar (Uttarakhand), and Dharward (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with the Fiat group automobile at Ranjagon (Maharashtra), to produce Tata cars as well as Fiat cars and fiat power trains. The company is establishing a new plant at Sanad (Gujarath). The companys leadership, sales, services and spare parts network comprises over three thousand five hundred touch points: Tata motors also distributes and markets Fiat branded cars in India. The foundation of companys growth over past fifty years is a deep understanding of the economic and customer needs, and the ability to translate them into customer desired offering through leading edge R&D. With over 3,000 engineers and scientists, the companys Engineering Research Centre, established in 1966, and has enabled pioneering technologies and products. The company today has R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata motors, which developed the first

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indigenously developed light Commercial Vehicle, Indias first sports utility vehicle and, in 1998, the Tata, Indica, Indias first fully indigenous passenger car. Within two years of launch, Tata Indias largest selling car in its segment in 2005 , Tata motors created a new segment by launching the Tata Ace, Indias first indigenously developed mini truck. In January 2008, Tata motors unveiled its peoples car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the Nano bring the comfort and safety of a car within the reach of thousands of families. The standard version has been priced at Rs. 100,000 (excluding VAT and transportation cost). The name of Tata has been respected in India for the last 140 years for its adherence to strong values and business ethics. The business operation of Tata group currently encompasses seven business sectors. Communication and information technology, engineering, materials, services, energy, consumer products and chemicals. The groups 27 publicly listed companies have a combined market capitalization of some $60 billion among the highest among the Indian business houses, and a share holder base of 3.2 million.

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CHAPTER-III CUSTOMER SATISFACTION- AN OVERVIEW 3.1 INTRODUCTION


The degree to which customer expectations of a product or service are met or exceeded. Corporate and individual customers may have widely differing reasons for purchasing a product or service and therefore any measurement of satisfaction will need to be able to take into account such differences. The quality of after-sales service can also be a crucial factor in influencing any purchasing decision. More and more companies are striving, not just for customer satisfaction, but for customer delight, that extra bit of added value that may lead to increased customer loyalty. Any extra added value, however, will need to be carefully costed.

3.2 What is Customer Satisfaction?


The definition of customer satisfaction has been widely debated as organizations increasingly attempt to measure it. Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. It is a highly personal assessment that is greatly affected by

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customer expectations. Satisfaction also is based on the customers experience of both contact with the organization (the moment of truth as it is called in business literature) and personal outcomes. Some researchers define a satisfied customer within the private sector as one who receives significant added value to his/her bottom linea definition that may apply just as well to public services. Customer satisfaction is a highly personal assessment that is greatly influenced by individual expectations. Some definitions are based on the observation that customer satisfaction or dissatisfaction results from either the confirmation or disconfirmation of individual expectations regarding a service or product. To avoid difficulties stemming from the kaleidoscope of customer expectations and differences, some experts urge companies to concentrate on a goal thats more closely linked to customer equity. Instead of asking whether customers are satisfied, they encourage companies to determine how customers hold them accountable. From the beginning of the customer service revolution almost 20 years ago, a body of business research has focused on customer satisfaction and customer-focused organizations. Business consultants, corporations and others have worked to identify the characteristics of organizations that consistently please their customers, to develop tools for monitoring customer satisfaction, and to build continuous, quality improvement systems that respond to consumer feedback. Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with

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a firm, its products, or its services (ratings) exceeds specified satisfaction goals. It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Customer satisfaction is measured at the individual level, but it is almost always reported at an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for example, might ask customers to rate their experience with its front desk and check-in service, with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about overall satisfaction with your stay. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. The extent to which products perceived performance matches buyer's expectations. If the products performance falls short of customers expectations the buyer is dissatisfied if the performance matches

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expectations the buyer is satisfied. The degree of satisfaction depends on degree of fulfillments of their needs. Whether the buyer is satisfied after purchase depends on offer is performance in relation to the buyer's expectation. In general satisfaction is a persons feeling of pleasure or disappointments resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. Satisfaction is a function of perceived performance and expectation. If the performance matches the expectations the customer is satisfied. Otherwise they are dissatisfied .If the performance exceeds expectation the customer is highly stifled or delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find at easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity with the brand, not just a rational preference. The result is high customer. Their expectations are experienced by their past buying experience, friend and associations advice and marketers and competitors, information and promises. If marketers raise expectations too high the buyer is likely to be disappointed. Satisfied customer make repeats purchase, and they tell others about their good experience with the product. The key is to match customer expectations with company performance. Smart companies aim to delight customers by promising only what they can deliver, then delivering more then they promise.

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Consumer from judgments about the value of marketing offers and makes their buying decision based upon these judgments. Customer satisfaction with a purchase depends on the products performance relative to a buyer expectation. A customer might experience various degree of satisfaction if the products performance falls short of their expectation the customer is satisfied. Customer delight creates an emotional affinity for a product or service, not just a rational preference and this creates high customer loyalty. For customer-centered companies, customers satisfaction is both a goal and a major factor in company success. These and other companies realize that highly satisfied customer produce several benefits for the company. They are fewer prices sensitive and they remain customer for longer period. product. The company should have direct customer relationship by involving the functional management in the process. The management should understand the parato principle that explains that 20 percent of the customer contributes to the 80 percent of the sales and shoulder the brand image of the company. According company should perform to please the customer of this category. The complaint profiles, service record and customer oriented policies need to be developed by the company along with the periodical feedback analysis. The interaction with the staff should be regular with customers and they should be able to exercise skill, presentable styles and shared briefs among the customers. The challenge is to create a company culture so that every employee within the company works with an objective of A company can always increase customer satisfaction by lowering its price, increasing its service or increasing the quality of their

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delighting the customer. The company should feel more responsive towards the customer needs, perceptions and relations in order to track their expectations perceived performance of good and service and customer satisfaction. The companies should carry customer satisfaction surveys, lost customer analysis and dissatisfied customers diagnosis to develop better customer orientation. There should be continuous efforts from the company personnel to deliver the goods and services to best of the customer value. Customer satisfaction will be lower in the industry where the homogeneous goods and services that are offered to be homogenous market and is a vice versa situation the satisfaction to the may be found higher. The customer satisfaction would lower if the switching costs are high for the repeat purchases however the industry which promotes repeated purchases retain buyers generally create a higher level of customer satisfaction. The expansion of marketing boundaries, market share of the company may causes lowering the customer satisfaction.

3.3 Why Organizations Focus on Customer Satisfaction?


Businesses monitor customer satisfaction in order to determine how to increase their customer base, customer loyalty, revenue, profits, market share and survival. Although greater profit is the primary driver, exemplary businesses focus on the customer and his/her experience with the organization. They work to make their customers happy and see customer satisfaction as the key to survival and profit. Customer satisfaction in turn hinges on the quality and effects of their experiences and the goods or services they receive.

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3.4 CUSTOMER SATISFACTION IN 7 STEPS

1. Encourage Face-to-Face Dealings This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project.

2. Respond to Messages Promptly & Keep Your Clients Informed This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers' queries within the space of a few hours, but at least email or call them back and let them know you've received their message and you'll contact them about it as soon as possible. Even if you're not able to solve a problem right away, let the customer know you're working on it.

3. Be Friendly and Approachable A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It's very important to be friendly, courteous and to make your clients feel like you're their friend and you're there to help them

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out. There will be times when you want to beat your clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy This may not be too important when you're just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn't work, then what should they contact different people for billing and technical enquiries? If they're not satisfied with any aspect of your customer service, who should they tell? There's nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance.

5. Attention to Detail (also known as 'The Little Niceties') Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren't always cost effective, but remember to do them. Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued.

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6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship.

7. Honor Your Promises It's possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates. Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go amiss.

3.5 CUSTOMER SATISFACTION DIMENSIONS


One of the indicators of a companys health, customer satisfaction, can be found through market analysis. Satisfied customers usually lead to more sales and profit, making it a strong indicator of company performance. Kekre, Krishnan, and Srinivasan conducted as study with focus groups and over 2500 responses from a questionnaire to discover what factors customers

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drive their satisfaction for software products. They analyzed the results to develop seven dimensions of customer satisfaction for product software: 1. Capability 2. Usability 3. Performance 4. Reliability 5. Installability 6. Maintainability 7. Documentation If a company wants to investigate it themselves, look at firm specific factors like business contacts, reputation, advertising, and brand name can help determine customer satisfaction.

3.6 CUSTOMER SATISFACTION- TATA COMPANY POINT OF VIEW


Tata Limited the countrys largest manufacturer of automobiles currently the company enjoy 75% market share in the organized sector Vision of the company is to win our customers, management, and employees by transferring quality into a performance oriented business that will secure market leadership and profitable growth through effective fulfillment of customer needs.

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Company introducing new range of vehicles for commercial as well as heavy duty vehicles, low maintenance, and high reliability, user friendly and well designed vehicles are aimed at providing maximum customer satisfaction.

3.7 Tata Company satisfy customer satisfaction through QUALITY PRICE AFTER SALES SERVICE

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CHAPTER-IV ANALYSIS OF DATA AND TESTING OF HYPOTHESIS 4.1 INTRODUCTION


This chapter intended to analyze the CUSTOMER SATISFACTION AMONG INDICA VISTA using various statistical tools, which include percentage analysis, One Way ANOVAs and X2(Chi-Square) Test . The analysis has been done on the basis of primary data collected from a sample of 30 respondents each from Private Owners, Taxi Owners, and NRI Owners.

4.2 Sex-Wise Classification of Respondents


Sex-Wise classification helps to analyze the percentage of

CUSTOMER SATISFACTION made by male and female respondents of each sector. Table 4.1 shows sex wise classification of respondents.

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Table 4.1 Sex-Wise Classification

GENDER MALE FEMALE TOTAL

PRIVATE OWNERS 17 (56.67%) (43.33%) (100%) 30 13

TAXI OWNERS 27 (90%) (10%) (100%) 30 3

NRI OWNERS 19 (63.33%) (36.67%) (100%) 30 11

TOTAL (70%) (30%) (100%) 90 27 63

Source: Sample Survey (Percentage shown in parenthesis) From the above table it can be noted that out of total respondents 70% were male respondents and 30% female respondents. Among private owners respondents 56.67% belongs to the male group and 43.33% belongs to the female group. Among taxi owners respondents 90% belongs to the male group and 10% belongs to the female group. Among NRI owners respondents 63.33% belongs to the male group and 36.67%belongs to the female group.

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Chart 4.1 Sex-Wise Classification


30

25

20

PRIVATE OWNERS 15 TAXI OWNERS NRI OWNERS 10

0 male female

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4.3 Age-Wise Classification of Respondents

Age of a person is another important factor determines customer satisfaction Table 4.2 shows presents the age distribution of respondents.

Table 4.2 Age-Wise Classification

AGE GROUP BELOW-35

PRIVATE OWNERS (26.67%) 12 8

TAXI OWNERS (40%) 12 12

NRI OWNERS (23.33%) 13 7

TOTAL 27

(30%) 37

35-50

(40%) 10

(40%) 6

(43.34%) 10

(41.11%) 26

ABOVE-50

(33.33%) 30

(20%) 30

(33.33%) 30

(28.89%) 90

TOTAL

(100%)

(100%)

(100%)

(100%)

Source: Sample Survey (Percentage shown in parenthesis)

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Age-Wise Classification

From the above table it can be noted that out of total respondents 30% belongs to the age group of Below-35, 41.11% belongs to 35-50 group and remaining 28.89% belongs to 50 and Above group. Among Private Owners respondents 26.67% belongs to the Below-35 group and 40% belongs to the 35-50 age groups and remaining 33.33% belongs to 50 and above group. Among Taxi Owners respondents 40% belongs to the Below-35 group and 40% belongs to the 35-50 age groups and remaining 20% belongs to 50 and above group. Among NRI Owners respondents 23.33% belongs to the Below-35 group and 43.34% belongs to the 35-50 age groups and remaining 33.33% belongs to 50 and above group.

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Chart 4.2 Age-Wise Classification

14

PRIVATE OWNERS TAXI OWNERS NRI OWNERS

12

10

0 BELOW-35 35-50 ABOVE-50

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4.4 Education-Wise Classification of Respondents


Education Qualification of a person is another important factor determines, customer satisfaction Table 4.3 shows presents the Education Qualification distribution of respondents.

Table 4.3 Education-Wise Classification Education Qualification Under Graduates Graduates Post Graduates Total PRIVATE OWNERS
(56.67%) 8 17

TAXI OWNERS
(60%) 10 18

NRI OWNERS
(23.33%) 8 7

TOTAL
(46.67%) 26 42

(26.67%) 5

(33.33%) 2

(26.67%) 15

(28.89%) 22

(16.66%) 30

(6.67%) 30

(50%) 30

(24.44%) 90

(100%)

(100%)

(100%)

(100%)

Source: Sample Survey (Percentage shown in parenthesis)

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The table presents analysis of the educational qualification of respondents. The table brings that while 46.67% of respondents were under graduates, 28.89% were graduates and 24.44% were post graduates. Among Private Owners a respondent 56.67% belongs to the Under Graduates, 26.67% belongs to the Graduates and remaining 16.66% belongs Post Graduates. Among Taxi Owners a respondent 60% belongs to the Under Graduates, 33.33% belongs to the Graduates and remaining 6.67% belongs Post Graduates. Among Taxi Owners a respondent 23.33% belongs to the Under Graduates, 26.67% belongs to the Graduates and remaining 50% belongs Post Graduates.

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Chart 4.3 Education-Wise Classification


20 PRIVATE OWNERS TAXI OWNERS 18 NRI OWNERS

16

14

12

10

0 Under Graduates Graduates Post Graduates

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4.5 Income-Wise Classification of Respondents


Income of a person is another important factor determines, customer satisfaction Table 4.3 shows presents the Income distribution of respondents.

Table 4.4 Income-Wise Classification

Monthly Income Below20000 2000040000 4000060000 Above60000 Total

PRIVATE OWNERS
(10%) 10 3

TAXI OWNERS
(33.33%) 15 10

NRI OWNERS
(3.33%) 4 1

TOTAL
(15.56%) 29 14

(33.33%)

(50%)

(13.34%)

(32.22%)

(43.33%)

13

(16.67%)

(23.33%)

(27.78%)

25

(13.34%)

(0%)

(60%)

18

(24.44%)

22

(100%)

30

(100%)

30

(100%)

30

(100%)

90

Source: Sample Survey (Percentage shown in parenthesis)

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From the above table it can be noted that out of total respondents 15.56% earns below rs.20000, 32.22% earns between rs.20000-40000, 27.78%earns between rs.40000-60000 and remaining 24.44% earns above rs. 60000. Among Private Owners respondents only 10% belongs to below rs.20000 group, 33.33% belongs to rs.20000-40000 income group, 43.33% belongs to rs.40000-60000 income group and remaining 13.34% belongs to rs.60000 and above. Among Taxi Owners respondents 33.33% belongs to below rs.20000 group, 50% belongs to rs.20000-40000 income group, 16.67% belongs to rs.40000-60000 income group and 0% belongs to rs.60000 and above. Among NRI Owners respondents 3.33% belongs to below rs.20000 group, 13.34% belongs to rs.20000-40000 income group, 23.33% belongs to rs.40000-60000 income group and remaining 60% belongs to rs.60000 and above.

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Chart 4.4 Income-Wise Classification

18

PRIVATE OWNERS TAXI OWNERS NRI OWNERS

16

14

12

10

0 Below-20000 20,000-40,000 40,000-60,000 above-60,000

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4.6 Effect of Advertisement among Respondents


Advertisement given by Tata Company can influence the buyers in the buying decisions. Table 4.4 shows the Effect of Advertisement effect among respondents.

Table 4.5 Effect of Advertisement among Respondents

PRIVATE OWNERS yes


(63.33%) 19

TAXI OWNERS
(53.33%) 16

NRI OWNERS
(70%) 21

TOTAL
56

(62.22%)

No

(36.67%) 30

11

(46.67%) 30

19

(30%) 30

(37.78%) 90

34

Total

(100%)

(100%)

(100%)

(100%)

Source: Sample Survey (Percentage shown in parenthesis)

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From the table it is to be noted that out of total respondent62.22% were noticed the advertisement of Tata Company while 34% were not noticed the advertisement. Among Private Owners 63.33% were noticed the advertisement, but 36.67%were not noticed the advertisement. Among Taxi Owners 53.3% were noticed the advertisement, but 46.67% were not noticed the advertisement. Among NRI Owners 70% were noticed the advertisement, but 30% were not noticed the advertisement.

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4.7 Consultation Habits of Respondents.


Certain customers have the habit of consulting with others before taking purchase decision. But some are not consulting with others before taking purchase decision. Table 4.4 Consultation Habits of Respondents.

Table 4.6 Consultation Habit of Respondents. TOTAL


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PRIVATE OWNERS yes


(53.33%) 16

TAXI OWNERS
(66.67%) 20

NRI OWNERS
(26.67%) 8

(48.89%)

No

(46.67%)

14

(33.33%)

10

(73.33%)

22

(51.11%)

46

Total

(100%)

30

(100%)

30

(100%)

30

(100%)

90

Source: Sample Survey (Percentage shown in parenthesis)

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The table shows that out of total respondents 48.89% have consult with others before taking purchase decision but 51.11% have not consult with others before taking purchase decision. Among Private Owners 53.33% were consult with others before taking purchase decision. But 46.67% were not consulting with others before taking purchase decision. Among Taxi Owners 66.67%% were consult with others before taking purchase decision. But 33.33% were not consulting with others before taking purchase decision. Among NRI Owners 26.67% were consult with others before taking purchase decision. But 73.33% were not consulting with others before taking purchase decision.

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TESTING OF HYPOTHESES

4.8 Hypothesis no.1


There is no significant variance between pricing policy adopted by Tata Company and customer satisfaction regarding various products. To test this hypothesis Analysis Of Variance is applied. Table shows the level of satisfaction on the pricing policy adopted by Tata Company.

LEVEL OF SATISFACTION

PRIVATE ,,,,,OWNERS

TAXI ,,,,,OWNERS

NRI ,,,,,OWNERS

TOTAL

TOO HIGH

10

HIGH

22

AVERAGE

13

10

15

38

LOW

12

TOO LOW

TOTAL

30

30

30

90

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SOURCES OF VARIATIONS

SUM OF SQUARES

DEGREE OF FREEDOM

MEAN SQUARE

BETWEEN SAMPLES

SSC = 0

N-1 = 2

MSC = 0

SSE = 230 WITHIN SAMPLES

N-K = 12

MSE= 19.1

TOTAL

SST = 230

K-1 = 14

F = MSC/MSE = 0/19.17 = 0 DEGREE OF FREEDOM = K-1, N-1 i.e. (2, 12) LEVEL OF SIGNIFICANCE = .05 TABLE VALUE = 3.88

The table value of F at 5% level of significance for (2, 12) degrees of freedom is 3.88. The table value of F is more than the calculated value of F. therefore the null hypothesis is accepted. So it is concluded that there is no significant variance between pricing policy adopted by Tata Company and customer satisfaction regarding various products.

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4.9 Hypothesis no.2


There is no significant correlation between income level of customers and buying decision. To test this hypothesis X2 (chi-square) Test is applied. Table shows the income level of customers.

Monthly Income Below-20000

PRIVATE OWNERS 3

TAXI OWNERS 10

NRI OWNERS 1

TOTAL 14

10 20000-40000 13 40000-60000 4 Above-60000 30 Total

15 5 0

4 7 18

29 25 22

30

30

90

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O
3 10 13 4 10 15 5 0 1 4 7 18

E
4.67 9.67 8.33 7.33 4.67 9.67 8.33 7.33 4.67 9.67 8.33 7.33

(O-E)2
12.79 .109 21.81 11.09 28.41 28.41 11.09 53.73 13.47 32.15 1.77 113.85

(O-E)2/E
2.74 .0112 2.62 1.51 6.08 2.94 1.33 7.33 2.88 3.32 .212 15.52 46.49

X2 = (O-E)2/E = 46.49 DEGREE OF FREEDOM = (n1), (r1) = (41), (31) = 3, 2 = 6 LEVEL OF SIGNIFICANCE = .05 TABLE VALUE = 12.592

Since the table value is less than the calculated value, we reject the null hypothesis. So it is concluded that there is significant correlation between income level of customers and buying decision.

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4.10 Hypothesis no.3


There is significant correlation between the safety and comfort offered by Scorpio and buying decision of customers. To test this hypothesis Analysis Of Variance is applied. Table shows the level of satisfaction on the safety and comfort offered by Tata Company.

LEVEL OF SATISFACTION ...

PRIVATE ,,,,,OWNERS

TAXI ,,,,,OWNERS

NRI ,,,,,OWNERS

TOTAL

TOO HIGH

HIGH

16

AVERAGE

12

16

15

43

LOW

16

TOO LOW

TOTAL

30

30

30

90

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SOURCES OF VARIATIONS BETWEEN SAMPLES

SUM OF SQUARES SSC = 0

DEGREE OF FREEDOM N-1 = 2

MEAN SQUARE MSC = 0

WITHIN SAMPLES

SSE = 328

N-K = 12

MSE= 27.3

TOTAL

SST = 328

K-1 = 14

F = MSC/MSE = 0/27.3= 0 DEGREE OF FREEDOM = K-1, N-1 i.e. (2, 12) LEVEL OF SIGNIFICANCE = .05 TABLE VALUE = 3.88

The table value of F at 5% level of significance for (2, 12) degrees of freedom is 3.88. The table value of F is more than the calculated value of F. therefore the null hypothesis is accepted. So it is concluded that there is significant correlation between the safety and comfort offered by INDICA VISTA and buying decision of customers.

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O 4.11 Hypothesis no.4

(O-E)2

(O-E)2/E

There is significant correlation between after sales service provided by M & M Company and customer satisfaction. To test this hypothesis X2 (chi-square) Test is applied. Table shows the level of satisfaction on the after sales service offered by Tata Company.

LEVEL OF SATISFACTION ...

PRIVATE ,,,,,OWNERS

TAXI ,,,,,OWNERS

NRI ,,,,,OWNERS

TOTAL

TOO HIGH

HIGH

14

26

AVERAGE

12

12

15

39

LOW

22

TOO LOW

TOTAL

30

30

30

90

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2 5 12 8 3 2 7 12 6 3 1 14 15 8 2

1.67 8.67 13 7.33 2.67 1.67 8.67 13 7.33 2.67 1.67 8.67 13 7.33 2.67

.109 13.47 1 .449 .109 .109 2.79 1 1.77 .109 .449 28.41 .449 .449 .449

.065 1.55 .077 .061 .041 .052 .32 .077 .24 .041 .27 3.27 .31 .061 .17 6.61

X2 = (O-E)2/E = 6.61 DEGREE OF FREEDOM = (n1), (r1) = (51), (31) = 4, 2 = 8 LEVEL OF SIGNIFICANCE = .05 TABLE VALUE = 15.507

Since the table value is more than the calculated value, we accept the null hypothesis. So it is concluded that there is significant correlation between after sales service provided by Tata Company and customer satisfaction.

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CHAPTER-V FINDINGS, RECOMMENDATIONS, AND CONCLUSION

This chapter presents the findings, suggestions, and conclusion after analyzing the Customer Satisfaction of Tata Indica Vista by applying percentage analysis and various other statistical tools.

FINDINGS
1. It revealed that the customers are generally purchased Tata Indica

.Visata on Safety and Control, After Sales Service, Performance, Fuel .Consumption, and Looks. 2. 3. 4. 5. Among the respondents male 70% are much more than female30%. Investigation reveals that 46.67% of respondents are under graduates, It is revealed that majority of Scorpio users are belonging the age It seen that there were the effects of advertisement on 62.22% of

.28.89% are graduate, and 24.44% of respondents are post graduate. ..group of 35-50 and they are income group of 20,000-40,000 per month. ..respondents.

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6.

It is noted that 48.89% were consult with others before taking a

..purchase decision, while 51.11% do not consult with others before ..taking a purchase decision 7. 43.33% of Indica Vista users are of the point of view that the After ..Sales Service of the Indica is Average, 5.56% of Vista users are of ..the point of view that the After Sales Service of the Indica is Too ..High, 17.78% of Indica users are of the point of view that the After . Sales Service of the Indica is High, 24.44% of Indica users are of the ............ point of view that the After Sales Service of the Vista is Low, 8.89% of Indica users are of the .point of view that the After Sales Service ..of the Vista is Too Low. 8. 9. Study revealed that the After Sales Service of the Indica is 47.78% of Vista users are of the point of view that the Safety and ..Average. ..Comfort of the product is Average, 7.78% of Vista users are of the ..point of view that the Safety and Comfort of the product is Too High, ..17.78% of Indica users are of the point of view that the Safety and ..Comfort of the product is High, 17.78% of Vista users are of the ..point of view that the Safety and Comfort of the product is Low, ..8.88% of Vista users are of the point of view that the Safety and ..Comfort of the product is Too Low. 10. 11. The Safety and Comfort of the Tata Indica Vista is Satisfactory. 42.22% of Indica users are of the point of view that the Price of the

..product is Average, 11.11% of Indica users are of the point of view ..that the Price of the product is Too High, 24.44% of Indica users are ............of the point of view that the Price of the product is High, 13.34% of ..Indica users are of the point of view that the Price of the product is

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..Low, 8.89% of Indica users are of the point of view that the Price of ..the product is Too Low. 12. 13. 14. 15. 16. Study revealed that price of Tata Indica Vista is reasonable. 38.89% of Indica users are of the point of view that the Fuel Study revealed that Fuel Consumption of Indica Vista are not The overall performance of Indica Vista is satisfactory. There is no significant variance between pricing policy adopted by Tata There is significant correlation between income level of customers and buying

..Consumption of the product is Too Low. ..satisfactory.

..Company and customer satisfaction regarding various products. 17. ......decision. 18. 19. There is significant correlation between the safety and comfort offered by ..Indica and buying decision of customers. There is significant correlation between after sales service provided by Tata .......Company and customer satisfaction.

RECOMMENDATIONS

1. 2. 3.

The respondents are recommended to promote after sale services There must be an improved version for safety and comfort for The respondents gave an opinion to shape the pricing policy for

..provided for Indica Vista by Tata Company. ..Indica Vista by Tata Company. ..Indica Vista by Tata Company.

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4. 5.

There is an opinion to give the consideration about the fuel The company should give proper advertisement for the products; it

..consumption of Indica Vista. ............will facilitate customers to select the suitable product.

CONCLUSION

In this study an attempt have been made to evaluate the customer satisfaction of Tata Indica Vista in Kottayam District. Customer satisfaction is the important word used by the business people for the success of the organization in the present days. Due to the increase of heavy competition in every product line it belongs difficult for the companys to retain customer for longer time. Here the customer satisfaction of Indica Vista is conducted to give awareness about the company and product. By giving the above recommendation to the society can select the best product from the company and also know the usefulness of the product.

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