ABSTACT

Marketing is a total system of interacting business activities assigned to plan, price,

promote and distribute, wants satisfying products and services to existing and potential
customers. The marketing concept is, market focused and customers oriented coordinated
marketing effort aimed at generating customer satisfaction, which in turn is a key to achieve the
organizational goals.

The concept of consumer satisfaction occupies pivotal position in

marketing thought and practice. Satisfaction is the major outcome of the marketing activity and
services to link process and culminating in purchase and consumption with the help of past
purchase phenomenon such as changes in attitude, repeat purchase and brand loyalty.
Todays highly sophisticated life makes the marketer to know the pulse of the market. If
companies want to survive in the competitive market they have to identify the needs of the
customer and try to fulfill them.
The objectives is to study about customer satisfaction towards the products and service
offered by CONCORDE MOTORS, To know about the services provided by the CONCORDE
MOTORS, To know about the satisfaction level of customer by which service offered by
CONCORDE MOTORS.
The study helps in finding out the level of customer satisfaction of Tata car users; this
project intends to study how the existing Tata car owners are willing to purchase new Tata cars in
the higher segments with additional features
The research design is primarily both explanatory as well as descriptive in nature. A wellstructured questionnaire was prepared and personal interviews were conducted to collect the
customers requirements, through this questionnaire.

CHAPTER I
INTRODUCTION

INTRODUCTION
Marketing is a total system of interacting business activities assigned to plan, price, promote and
distribute, wants satisfying products and services to existing and potential customers.
The marketing concept is, market focused and customers oriented coordinated marketing effort
aimed at generating customer satisfaction, which in turn is a key to achieve the organizational
goals. The concept of consumer satisfaction occupies pivotal position in marketing thought and
practice. Satisfaction is the major outcome of the marketing activity and services to link process
and culminating in purchase and consumption with the help of past purchase phenomenon such
as changes in attitude, repeat purchase and brand loyalty.
MEANING OF CUSTOMER SATISFACTION:
SATISFACTION is a persons feelings of pleasure or disappointment resulting from comparing
a products perceived performance (outcome) in relation to his or her expectations. Whether the
buyer is satisfied after purchase depends on the offers performance in relation to the buyers
expectations In general.
Customer satisfaction is the key to success of any business
Business success is not determined by the producer but by the customer
Many companies are aiming for high satisfaction because customers who are just satisfied still
find it easy to switch when a better offer comes along. Those who are highly satisfied are much
ready to switch. High satisfaction or delight creates an emotional affinity with the brand, not just
a rational preference.

The result is high customer loyalty.

How do buyers form their

expectations? Their expectations are influenced by their past buying experience, friends and
associates advice, and marketers and competitors information and promises. If marketers raise
expectations too high the customer is likely to be disappointed.

LITERATURE
REVIEW

REVIEW OF LITERATURE
INTRODUCTION:
Customer Satisfaction is the buzzword used by the business people for the success of
organization in the present days. Due to the increases of heavy competition in every product
line it become difficult for the companies to retain the customers for longer time. So retain the
customer for longer time the marketer has to do only one things i.e. customer satisfaction .If
customer is fully satisfied by the product it not only rub the organization successfully but also
fetch many benefits for the company . They are less process sensitive and they remain customer
for a longer period. They buy addition products overtimes as the company introduce related
produce related products or improved, so customer satisfactions is gaining a lot of importance in
the present day. Every company is conducting survey on customer satisfaction level on their
products .To make the products up to the satisfaction level of customers

MEANING OF CUSTOMER SATISFACTION:

SATISFACTION is a persons feelings of pleasure or disappointment resulting from comparing
a products perceived performance (outcome) in relation to his or her expectations.
Whether the buyer is satisfied after purchase depends on the offers performance in relation to
the buyers expectations. In general:
Many companies are aiming for high satisfaction because customers who are just satisfied still
find it easy to switch when a better offer comes along. Those who are highly satisfied are much
ready to switch. High satisfaction or delight creates an emotional affinity with the brand, not just
a rational preference.

The result is high customer loyalty.

How do buyers form their

expectations? Their expectations are influenced by their past buying experience, friends and
associates advice, and marketers and competitors information and promises. If marketers raise
expectations too high the customer is likely to be disappointed.
Some of todays most successful companies are raising expectations and delivering performance
to match. These companies are aiming for TCS-Total Customer Satisfaction. XEROX, for
example, guarantees total satisfaction and will replace at its expenses, any dissatisfied
5

customers equipment for a period of three years of purchase. Cigna advertises well never be
100% satisfied until you are, too. And one of Hondas ads says: One reason our customer so
satisfied is that we arent.
CONSUMER SATISFACTION
Satisfaction is the expected outcome. It signifies a confirmation that performance of the chosen
alternative is consistent with its prior belief and expectations. However satisfaction is not an
emotion. The evaluation of the emotion is done on the basis of expectation made by the
consumer prior to the purchase. These expectations may be:
Nature and performance of product or service
Costs and effort spent before obtaining the product
Social benefits or costs accrued to the customers
With these three expectations emotion is evaluated.

CORE CONCEPTS OF MARKETING:

Marketing is defined as a Social and Managerial process by which individuals and groups
obtain what they need and want through creating, offering and exchanging products value with
others ---- PHILIP KOTLER
The above

definition of market rest on the following concepts:-

A NEED is a state of felt deprivation of some basic satisfaction.

WANTS are desires for specific satisfiers of these deeper needs.
DEMANDS are desires for specified products that are backed up by an ability and willingness to
buy them. Wants become demands when they are backed up by purchasing power.
PRODUCTS are a bundle of utility that can be offered to a market of attention, acquisition, use
or consumption that might satisfy a need or a want.

VALUE is the customers estimate of this products overall capacity to satisfy his or her needs,
that is it a bundle of benefits, customer expect from a given product or service.
COST of the product depends on the customers value. The closeness of a product to an ideal
product determines the cost of the product to the customers value.

CONCEPTS OF MARKETING:
Since the industrial revolution, business management has undergone six district concepts of
marketing.
1. The Exchange Orientation.
2. The Product Orientation.
3. The Production Orientation.
4. The Sales orientation.
5. The Marketing Concepts.
6. Social Marketing Concept.
1. The Exchange Orientation:Marketing does involve exchange of a product between a seller and a buyer usually based on
money. But modern marketing is not merely an exchange operation. Marketing has now a much
wider connotation it covers search of unmet customer wants formulation of marketing strategies,
marketing mix, creative selling and advertising, serving the customer and so on. All these other
vital ingredients of marketing are conveniently forgotten in exchange oriented marketing
approach.
2. The Product Orientation:Management firmly believes that if the product has superb features, quality and performance
customer response is bound to be favorable and all promotion efforts are needless. This was the
marketing philosophy till 1930. Over emphasis on product excellence may lead a marketer to
ignore many other aspects of customer needs and desires. Customers for whom the product is
meant may be ignored. This is called the phenomenon of marketing myopia or short sightedness.
7

3. The Production Orientation:Company sells what it can make. The focus is on performance and cost. The product line is
usually narrow. The price is based on production and distribution cost. Technical research
enables product improvement and cost cutting in the production process.
Packaging is expected to protect the product and minimize costs. Credit is regarded as necessary
evil. The producer is interested only to minimize bad debt losses. Promotion is adopted only to
give emphasis on product features, quality and price.
This concept can work only in a sellers market it fails to retain market under keen competition.
Japanese and European cars captured American luxury car market around 1980.
SATISFACTION is the level of the person, felt state resulting from comparing a product
perceived performance in relations to a persons expectations.
EXCHANGE is the act of obtaining a desired product from someone by offering something in
return.
TRANSACTION consists of all the potential customers sharing particular need and want that
might be willing and able to engage in exchange to satisfy that need or want.
MARKETING is the process of exchange of satisfied and service from the provider to the
consumer. This involves Advertising, Publicity, promotion, pricing, sales and distribution of
satisfied and services. Marketing also involves market analysis to define the market.
MARKETER is someone seeking resources from someone else and willing to offer something
of value in exchange.
4. The Sales Orientation:Buyers market for money commodities brought about sales-distribution marketing. It points out
that a company cannot secure enough customer response to its products without high-pressure
salesmanship, aggressive advertising and intensive sales promotion.
Sales Orientation gives emphasis is on inquiring sales volume even at the cost of consumer
satisfaction and service. Many marketers adopt this approach in selling unsought or unwanted
satisfied. The selling concept is found in the sale of books insurance and also in auto sales.
8

Maruti Suzuki also has selling concept at the time of elections faithfully followed by all political
parties. Sales Orientation also exhibits marketing.
5. The Marketing Concept:When a marketer adopts a market oriented business philosophy the guiding principle becomes
it is more effective to make what customer wants to buy than to sell them what a marketer wants
to make or sell . Thus, planning and co-ordination of all company activities rotate around the
primary goal of satisfying customer needs. The marketing concept is defined as a customer
oriented philosophy duly integrated and implemented through the entire organization in order to
serve customers better than competitors and hereby ensure sustained growth and prosperity. It
was introduced in marketing approach points out that the primary task of a business enterprise is
to study needs, desires and values of the potential customers, and on the basis of latest and
accurate knowledge of market demand, the enterprise must produce and after the products which
will give the desired satisfaction and service to the customers
{much better than its competitors }.
6. The social marketing concept:The systematic application of marketing along with other concepts and techniques, to achieve
specific behavioral goals for a social good. Social marketing can be applied to promote merit
goods, or to make a society avoid demerit goods and thus to promote society's well being as a
whole. For example, this may include asking people not to smoke in public areas, asking them to
use seat belts, or prompting to make them follow speed limits.
Although "social marketing" is sometimes seen only as using standard commercial marketing
practices to achieve non-commercial goals.

BUYING MOTIVES:
Motives can be a strong desire, feeling, a drive, a stimulus or Emotions, which plays a role in the
customers decision to a purchase a product or service.
A customer purchases a particular product or service because of a strong inner feeling or force
which insist him to have a possession of the same.

DEFINATION OF BUYING MOTIVE:

All the desire, considerations and impulses which includes a buyer to purchase a given
product
Prof D. J .Duncan, Those influences which provide the impulse to buy, induce action or
determine the choice on the purchase of satisfied and service.

BUYING MOTIVES

PRODUCT MOTIVES

PATRONAGE MOTIVES

PRODUCT MOTIVES: The impulse, considerations and desires a persons to be truly inclined
to purchase a particular product is called PRODUCT MOTIVES.

PRODUCT MOTIVES

EMOTIONAL PRODUCT

RATIONAL PRODUCT

MOTIVE

MOTIVE

But some product motives can be a mixture of emotional and rationality.

Patronage buying motive
1) Why do buyers purchase from certain specific shape?
2) What are the factors, which persuades the buyer to do play such store patronage?

PATRONAGE MOTIVES

10

EMOTIONAL PATRONAGE

RATIONAL PATRONAGE

MOTIVE

MOTIVE

III.5 CHARACTERISTICS OF INDIAN MARKET:

Philip Kotler has rightly said, Market may be defined as the relationship between the
consumer and the producer occurring at time and place and a value mutually agreeable
and acceptable to the concerned parties.
Improved marketing productivity in India will not only add to the profits of the company which
makes as effort to achieve better marketing efficiency but will also give inputs to the
development of the country.
THE STRUCTUERE OF INDIAN MARKET IS AS FOLLOWS. (Lakhs)
Years

Destitute Aspirants Climbers Consuming Class Very rich

2009-10 17

33

78

75

06

2008-09 24

32

66

55

03

2007-08 35

48

48

29

01

Source: BUSINESS INDIA (projection based on NCAER research)

Except for a few products there is generally little effective competition on the market. Very few
brands are available and because of this, there is strong brand loyalty in India. The consumers
are very conservative and hesitate to try new brands. To a large extent they are also ignorant
about other brands. There is also lack of infrastructure.
A prerequisite of customer driven marketing is that it establishes relationships before or during
the sales process and then continues to recognize that given the level of product quality on-going
sales will prosper so long as a relationship is satisfactory. Dissatisfied sales often are being on
the most obvious result of a dissatisfied relationship.
How customer satisfaction is measured:

Prior

product
experience 11

brand

Expectations of how
the Brand should
perform

Evaluation of the
performance

Evaluation of the discrepancy

and Expectation and
performance
Expectancy
conformation
Satisfaction
Performance surpasses
the expectations.

Dissatisfaction
Performance fails to
Meet expectations
Illustration no III.1 measure of customer satisfaction
FACTORES LEADING TO SATISFACTION:
Occasional use of brand / product.
Cost / investment involved in choice making.
Number of outcomes and their desirability.
Prior experience of the product / brand.
PERSONAL expectations and norms.
Group expectations and norms.

RESPONSE OF DISSASTISIFED CUSTOMER

DISSATISFACTION MAY LEAD TO

12

Discontinuing

Negative word of Formal complaints to Seeking

Purchase Patronage

mouth

intervention Agencies

legal

redress
from

customers Action
III.6 NEEDS, WANTS AND DEMANDS:
Needs, wants
And demands

Products and
services

Markets

Value,
Satisfaction and
Quality

Exchange,
Transactions and
Relationships

Need:

A state of felt of deprivation.

13

Want:

The form taken by a human need as a shaped by culture and individual

personality.

Demand: Human wants that are backed by buying power.

III.7 PRODUCTS AND SERVICES:

Product: Anything that can be offered to a market for attention, Acquisition, use or consumption
that might satisfy a want or need. It includes physical objects, services, persons, Places,
organizations, and ideas.
Service: Any activity or benefit that one party can offer to another .That is essentially intangible
and does not result in the Ownership of anything.

VALUES, SATISFACTION AND QUALITY:

Customer Value: The difference between the values the customer gains from owning and
using a product and the costs of obtaining the product.

Customer Satisfaction: The extent to which a products perceived performance matches

a buyers expectations. If the products performance falls short of expectations, the buyer
is dissatisfied. If the performance matches or exceeds expectations, the buyer is satisfied

Total Quality Management:

Programs designed to constant improve the quality of products, services and marketing
processes.

14

EXCHANGE, TRANSACTIONS AND RELATIONSHIPS:

Exchange: The act of obtaining a desired object from someone by offering something in
return.

Transactions: A trade between two parties that involves at least two of value, agreed
upon conditions, a time of agreement, and a place of agreement.

Relationship Marketing: The process of creating maintaining enhancing strong, value

laden relationships with customers and other stakeholders.

15

Research Gap
Every dimension of market orientation emphasis the ability of intermediaries in order to
continuously sense and act on the events and trends in present and prospective markets.
Todays highly sophisticated life makes the marketer to know the pulse of the market. If
companies want to survive in the competitive market they have to identify the needs of the
customer and try to fulfill them.
A market study is a snap shot at a point of time; this is because the need of consumer is dynamic.
Therefore he/she is always looking for something new to be satisfied. .
The last few decades have seen companies operating in a highly competitive environment
The economy is referred to as CUSTOMER DRIVEN
Consumer behavior is not predictable. Consumer needs are dynamic; therefore, he/she is
always looking for something new to satisfy new needs. This is the reason why the consumer
satisfaction has emerged as a separate research area of study since, the past few decades. The
study has been undertaken to determine CONSUMER SATISFACTION the research has been
taken up in analysis of CONSUMER SATISFACTION with reference to Tata in a customer
driven, need based market.

16

OBJECTIVES OF THE STUDY:

1) To study about customer satisfaction towards the products and service offered by Tata in
concorde motors
2) To know about the services provided by the company.
3) To gain input from customers to improve customers satisfaction
4) To know the customer perception about features, low maintenance cost and looks of Tata
cars.
5) To know the level of customer satisfaction.

17

Hypothesis

Hypothesis 1:
Ho: There is no association between customer satisfaction and services provided by the
company.
H1: There is an association between customer satisfaction and services provided by the company.

Hypothesis 2:
Ho: There is no effect on consumer input towards the improvement of the services of Tata
motors.
H1: There is an effect on consumer input towards the improvement of the services of Tata motors

Hypothesis 3:
Ho: There is no effect on consumer satisfaction towards the market position of the Tata Cars.
H1: There is an effect on consumer satisfaction towards the market position of the Tata Cars

Hypothesis 4:
H0 :- There is no difference between preferences for the features of Tata Cars basis of Gender.
H1: There is a difference between preferences for features of Tata Cars on the basis of gender.

Hypothesis 5:
Ho: There are no levels of Customer satisfaction towards Tata Cars
H1: There are levels of customer satisfaction towards Tata Cars

SCOPE OF THE STUDY:

The study helps in finding out the level of customer satisfaction of Tata car users
18

This project intends to study how the existing Tata car owners are willing to purchase
new Tata cars in the higher segments with additional features

The study helps to know the problems faced by the customers.

The study helps to know the feedback and suggestions from the customers

LIMITATIONS OF STUDY:
1. Because the information collected from the customers by meeting them at their working
places, company service centers, during the business hours, or at the parking lot where they may
or will be busy with some other work, the information extracted would not be sufficient from the
respondents.
2. The opinion on Tata cars may not be similar as it is now because of the new entries.

19

RESEARCH AND METHODOLOGY:

A. Type of research is descriptive research by survey method.
B. Primary data is collected from the Tata Cars owners and secondary data from company
profile, brochures.
C. Sample Size: 100 consumers who own Tata cars. Collection Method: personal.
D. Tool: a structural questionnaire was prepared to collect information pertaining to the
study. The questionnaire was administered to Tata holders.
DATA SOURCES:
a) Primary Data:
The data will be collected though holding discussions with the employees of the company
and discussing the questionnaires with existing customers of the company.
b) Secondary Data:
Secondary data will be collected from various sources like text books, journals, published
documents, annual reports, magazines and websites.
RESEARCH DESIGN:
The research is primarily both explanatory as well as descriptive in nature. A well-structured
questionnaire was prepared and personal interviews were conducted to collect the customers
requirements, through this questionnaire.
SAMPLING METHODOLOGY:
a) Sampling Technique:
Random sample method.
c) Sampling size:
Sample size refers to number of elements to be included in the study.
Sample size is 100 customers of Tata cars
DATA ANALYSIS TECHNIQUE:
a. Percentages
b. Bar diagrams

20

CHAPTER II
INDUSTRY PROFILE
COMPANY PROFILE

INDUSTRY PROFILE
Historical Industry Development

21

India is the second largest manufacturer and producer of two-wheelers in the world. It stands
next only to Japan and China in terms of the number of two-wheelers produced and the domestic
sales respectively. This distinction was achieved due to variety of reasons like restrictive policy
followed by the Government of India towards the passenger car industry, rising demand for
personal transport, inefficiency in the public transportation system etc.
The Indian two-wheeler industry made a small beginning in the early 50s when Automobile
Products of India (API) started manufacturing scooters in the country. Until 1958, API and
Enfield were the sole producers.
In 1948, Bajaj Auto began trading in imported Vespa scooters and three-wheelers. Finally, in
1960, it set up a shop to manufacture them in technical collaboration with Piaggio of Italy. The
agreement expired in 1971.
In the initial stages, the scooter segment was dominated by API; it was later overtaken by Bajaj
Auto. Although various government and private enterprises entered the fray for scooters, the only
new player that has lasted till today is LML.
Under the regulated regime, foreign companies were not allowed to operate in India. It was a
complete seller market with the waiting period for getting a scooter from Bajaj Auto being as
high as 12 years.
The motorcycles segment was no different, with only three manufacturers viz Enfield, Ideal Jawa
and Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot were two-stroke
bikes. The motorcycle segment was initially dominated by Enfield 350cc bikes and Escorts
175cc bike.
The two-wheeler market was opened to foreign competition in the mid-80s. And the then market
leaders - Escorts and Enfield - were caught unaware by the onslaught of the 100cc bikes of the
four Indo-Japanese joint ventures. With the availability of fuel efficient low power bikes, demand
swelled, resulting in Hero - then the only producer of four stroke bikes (100cc category), gaining
a top slot.

22

The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero
brought in the first two-stroke and four-stroke engine motorcycles respectively. These two
players initially started with assembly of CKD kits, and later on progressed to indigenous
manufacturing. In the 90s the major growth for motorcycle segment was brought in by Japanese
motorcycles, which grew at a rate of nearly 25% CAGR in the last five years.
The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited new
entries and strictly controlled capacity expansion. The industry saw a sudden growth in the 80s.
The industry witnessed a steady growth of 14% leading to a peak volume of 1.9mn vehicles in
1990.
The entry of Kinetic Honda in mid-eighties with a variometric scooter helped in providing ease
of use to the scooter owners. This helped in inducing youngsters and working women, towards
buying scooters, who were earlier, inclined towards moped purchases. In the 90s, this trend was
reversed with the introduction of scooterettes. In line with this, the scooter segment has
consistently lost its part of the market share in the two-wheeler market.
In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a decline of
15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Barring Hero
Honda, all the major producers suffered from recession in FY93 and FY94. Hero Honda showed
a marginal decline in 1992.
The reasons for recession in the sector were the incessant rise in fuel prices, high input costs and
reduced purchasing power due to significant rise in general price level and credit crunch in
consumer financing. Factors like increased production in 1992, due to new entrants coupled with
the recession in the industry resulted in company either reporting losses or a fall in profits.
India is one of the very few countries manufacturing three-wheelers in the world. It is the world's
largest manufacturer and seller of three-wheelers. Bajaj Auto commands a monopoly in the
domestic market with a market share of above 80%, the rest is shared by Bajaj Tempo, Greaves
Ltd and Scooters India.

23

The total number of registered two-wheelers and three-wheelers on road in India, as on March
31, 1998 was 27.9mn and 1.7mn respectively. The two wheeler population has almost doubled in
1996 from a base of 12.6mn in 1990.

Evolution of Two-wheeler Industry in India

Two-wheeler segment is one of the most important components of the automobile sector that has
undergone significant changes due to shift in policy environment. The two-wheeler industry has
been in existence in the country since 1955. It consists of three segments viz. scooters,
motorcycles and mopeds. According to the figures published by SIAM, the share of twowheelers in automobile sector in terms of units sold was about 80 per cent during 2003-04. This
high figure itself is suggestive of the importance of the sector. In the initial years, entry of firms,
capacity expansion, choice of products including capacity mix and technology, all critical areas
of functioning of an industry, were effectively controlled by the State machinery. The lapses in
the system had invited fresh policy options that came into being in late sixties. Amongst these
policies, Monopolies and Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation
Act (FERA) were aimed at regulating monopoly and foreign investment respectively. This
controlling mechanism over the industry resulted in: (a) several firms operating below minimum
scale of efficiency; (b) under-utilization of capacity; and (c) usage of outdated technology.
Recognition of the damaging effects of licensing and fettering policies led to initiation of
reforms, which ultimately took a more prominent shape with the introduction of the New
Economic Policy (NEP) in 1985.

However, the major set of reforms was launched in the year 1991 in response to the major
macroeconomic crisis faced by the economy. The industrial policies shifted from a regime of
regulation and tight control to a more liberalized and competitive era. Two major results of
policy changes during these years in two-wheeler industry were that the, weaker players died out
giving way to the new entrants and superior products and a sizeable increase in number of brands
entered the market that compelled the firms to compete on the basis of product attributes. Finally,
24

the two-wheeler industry in the country has been able to witness a proliferation of brands with
introduction of new technology as well as increase in number of players. However, with various
policy measures undertaken in order to increase the competition, though the degree of
concentration has been lessened over time, deregulation of the industry has not really resulted in
higher level of competition.
A Growth Perspective
The composition of the two-wheeler industry has witnessed sea changes in the post-reform
period. In 1991, the shares of scooters were about 50 per cent of the total 2-wheeler demand in
the Indian market. Motorcycle and moped had been experiencing almost equal level of shares in
the total number of two-wheelers. In 2003-04, the share of motorcycles increased to 78 per cent
of the total two-wheelers while the shares of scooters and mopeds declined to the level of 16 and
6 per cent respectively. A clear picture of the motorcycle segment's gaining importance during
this period is exhibited by the Figures 1, 2 and 3 depicting total sales, share and annual growth
during the period 1993-94 through 2003-04.
INDIAN TWO WHEELER INDUSTRY

The two-wheeler market has had a perceptible shift from a buyers market to
a sellers market with a variety of choices. Players are competing on various
fronts such as pricing, technology, product design, productivity, sales
process, after sales service, marketing and distribution. In the short term,
market shares of individual manufacturers are sensitive to capacity, product
acceptance, pricing and competitive pressures from other manufacturers.
All the four segments, Motor Cycles, Scooters, Scooterettes and Mopeds have witnessed
capacity additions in the last one year and it will continue in the upcoming period as and when
the foreign companies opens a local subsidiary. Over this period as and when the foreign
companies opens a local subsidiary. Over this period, only the Motor Cycle segment is expected

25

witness higher demand vise-versa supply, while the Scooters, Scooterettes and Mopeds supply
will outstrip demand.
As incomes grew and people felt the need to own a private means of transport, sale of twowheelers raised. Penetration of the two-wheelers is expected to increase to approximately to
more than 25%by 2005.
The Motor Cycle segment will continue to lead the demand for two-wheelers in the coming
years. Motor Cycle sales are expected to increase by 20% as compared to 1% growth in the
Scooter market and 3% by Scooterttes and Moped sales respectively for the next two-years.
The Indian two and three wheeler industry produced and sold about 4.5million units in 20032004. Like any other Indian Industry, the policy environment guided and controlled this segment
of the industry as well. Licensing norms ruled the day till mid 80s. Access to foreign technology
inputs and foreign investment were strictly government controlled.Since mid 80s, the Indian
automobile industry was administered select doses of liberalization. Foreign collaborations with
equity up to 26%, fresh licenses and conditional CKD imports, etc. were allowed. This
liberalization coupled with the Indian market potential attracted world majors like Honda,
Yamaha, Suzuki and Piaggio setup their Joint Ventures during mid 80s in India. From 1991
onwards, the industry was de-licensed. Automatic approvals for foreign equity up to 51% and
equity participation in excess of 51% with specific approvals entered the rulebook. Honda
converted one of its Joint Ventures to a 51% subsidiary
On regulation front, Central Motor Vehicles Regulations mandates the safety, emissions and
other norms. Vehicular emissions standards came into effect first in 1991 and were tightened
further in 1996. For the two and three wheeler these are among the tightest in the world. Further
tightening has taken effect from April 2000.

The four-stroke Motor Cycle has added new dimensions to the two-wheeler segment. The major
players in the Motor Cycle market are Bajaj Auto Ltd. with its Pulsar DTS-i, Hero Honda Co.
with its Hero Honda Karizma. Competition is intense in all segments of the two-wheeler industry
with fuel efficiency and price being crucial considerations for success. In the recent past, a
26

manufacturers ability at product innovation and opening new market niches have also been
crucial for the growth of the industry. Bajaj Auto Ltd. entered the Motor Cycle segment in the
mid 80s. Since then it has won market shares increasing indigenization and by opening new
market niches for their products. Bajaj has emphasized its higher safety and superior quality.
Fuel efficiency allowed Hero Honda to dominate the 100cc Motor Cycle segment for most of the
last eight years. Bajaj Auto Ltd. has gained considerable market share in this segment since it
also launched a four-stroke Motor Cycle two years ago. The 100-cc segment is further power
(dominated by Bajaj Pulsar DTS-i), fuel economy and sub-segments. The semi-urban and rural
markets will increase in importance in the future and all manufacturers plan to launch heavier
bikes with stronger suspensions.
The relatively affordable and stable prices of Bajaj Motor Cycles backed by flexible loan options
have caused other Motor Cycles to continuously lose market share to them in the previous few
years.

The scooter market is dominated by 150cc vehicles from Bajaj Auto and LML, with the

rest being served by 100cc variometric scooters from Kinetic Honda.

For scooters, northern India is the major market contributing nearly 46% of the total scooter
sales. Western and southern India take up second and third position with 27.5% and 15.7%
respectively. or our calculations we consider TVS Scooty sales as part of scooter sales as given
by Society of Indian Automobile Manufacturers (SIAM). The Indian motorcycle industry can be
broadly categorized in to Indian motorcycles and Indo-Japanese motorcycles. The Indo-Japanese
motorcycle segment is dominated by Hero group, Bajaj and Escorts in collaboration with
Japanese vehicle manufacturers Honda, Kawasaki and Yamaha respectively. The Indian
motorcycles segment is dominated by Bajaj (M80), Escorts and Royal Enfield.
In motorcycles sales, western region leads with a market share of 40% of the total motorcycle
sales. South and north regions come second and third with a market share of 27.5% and 17.4% of
total motorcycle sales respectively. For mopeds southern and western regions of India are the
major contributors with nearly 52% and 28% of the over all moped sales. Looking at the
population of moped sales in south it appears that the sale of mopeds has reached stagnation.
Western and southern region lead in three-wheeler sales with a contribution of 42% and 35.8% of
total three-wheeler sales respectively.
27

In terms of two-wheeler vehicle population, Maharashtra stands first with a population of

2.96mn vehicles and Gujarat stands second with 2.64mn vehicles as on March 31 st 1997. Tamil
Nadu is the third largest state with 2.45mn two-wheeler population.
In terms of three-wheeler vehicle population Maharashtra stands first with a population of
0.39mn and Gujarat in the second place with 0.22mn as on March 31st 1997.
Penetration of Two-Wheelers
On a base of around 28mn vehicles on Indian roads and around 175mn households, there were
only 160 motorized two-wheelers per thousand households in FY98. This compares poorly with
countries like Thailand where it is around 600 per thousand households. Also with a household
size of 5.5 persons and more than one wage earner in about 60% of the households, the potential
for a second vehicle demand is also good.The NCAER in its latest report on market
demographics has clearly indicated that post-liberalization (ie FY92 to FY96) Indian households
have graduated to higher income groups as can be seen in the table below.
Table 3.3
Table showing Distribution of Households In %age

Annual income
(Rs

at

Income
group

FY96

prices)

FY86

FY96

Urban

Rural

Total

Urban

Rural

Total

<=25,000

Low

42.1

73.6

65.2

27.9

57.2

48.9

25,001 - 50,000

Low Middle 35.8

21.4

25.2

34.9

29.0

30.7

50,001 - 77,000

Middle

4.0

6.9

20.3

8.6

11.9

77,001 - 106,000

Upper Middle 3.9

0.7

1.5

9.6

3.1

5.0

15.2

28

> 106,000

High

3.1

0.3

1.1

7.3

2.0

3.5

Table 3.4
Table showing Growth in Income Groups (%) In Pre and Post Reform Period

Income group

FY86 to FY89

FY93 to FY96

Urban

Rural

Total

Urban

Rural

Total

Low

0.93

-0.20

-0.01

-7.03

-3.03

-3.72

Low Middle

3.34

4.91

4.33

5.46

10.20

8.59

Middle

8.53

17.82

12.72

11.96

3.11

7.01

Upper Middle

18.52

16.39

17.83

11.90

12.25

12.06

High

9.57

13.90

10.65

18.22

15.68

17.14

Total

4.14

2.04

2.61

3.50

1.44

2.01

Source: NCAER
As seen from the above tables, the number of households in the low income group has fallen
since FY86 and has been more pronounced in the post-reform period. On the other hand, the
numbers of households in the middle, upper middle and high income groups, which form the
consumer base for two wheelers, have increased. Their share of the total number of households
has increased from 10.6% in FY88 to 20.5% in FY96. The rising income profile has, however,
been more pronounced in the urban areas as average annual growth in industry has surpassed that
of agriculture in the period FY93 to FY96.

29

Company Profile
The name of Dealership

: Concorde motors

Chairman

P. T. CHOWDARY

HISTORY:
The Saga of Success:
The success story is scripted through hard work, determination and untiring efforts of the
Chairman Mr. P. T. CHOWDARY. Being an engineer who was savvy of automobiles,. He
successfully led to the entry into the four-wheeler segment in the year 2001. They were
appointed as the first dealer of Tata Motor.
The dynamic Sri inaugurated the Concorde show room. Mr. P. T. CHOWDARY The show rooms
are situated in prime locations and are one of a kind. The strength of Tata technology and the
dynamism of Mr. P. T. CHOWDARY have helped the Concorde motors scale new frontiers and
exceed limits.
The Flagship of Concorde:
CONCORDE MOTORS at Dilsukhnagar inaugurated in 2001 in an area of 12,000 sft.
CONCORDE MOTORS inaugurated in 2000 in an area of 15,000 sft and an extension of the
same at Secunderabad in an area of 6000 sft. Concorde motors inaugurated with technology
advanced service Centers at Gun Rock, Bowenpally and Jubilee Hills.

30

MISSION:
We at Concorde are continuously striving to be in true with technology, provide products and
services of the highest quality, meet the performance and price aspirations of our customers and
while doing so, maintain the highest standard of ethics and social responsibilities.
Constantly look to improve the quality of our services and process and look for constant
development with a focus towards customer delight. To always fulfill the commitment to the
people dealing with us with a moderately satisfied mind and conscience.
CHAIRMAN:
Hard work heralds success, this is true in every walk of life. The success story of the
CONCORDE MOTORS is also scripted through hard work, determination and untiring efforts of
Chairman Mr. P. T. CHOWDARY, a qualified Engineer, a successful entrepreneur and above
all a man with a heart.
In spite of his busy schedule in the service of his country, he personally oversees the interests of
his customers. Customer relationship is the mantra; he believes and does not compromise on any
issue with regard to customer service. Mr. P. T. CHOWDARY very modestly accords a great deal
of credit for his success of his team. Mr. P. T. CHOWDARY works on some simple but effective
principles:
A humane approach to business.
A practical approach of problem solving.
Concern towards others problems: He has inculcated discipline, service orientation, and
above

all importance to customer satisfaction to his entire staff and with his encouragement

and support the staff has been performing out of their skill to see CONCORDE MOTORS where
it should be At the Top. Above all, his leadership has earned him great respect and he has been
personally responsible for the success story.
II.12 MILESTONES:
31

CONCORDE MOTORS Motors inaugurated in 2001 in an area of 12,000 sft.

CONCORDE MOTORS Motors inaugurated in 1998 in an area of 15,000 sft and an extension of
the same at HIMAYATH NAGAR in an area of 6000 TATA inaugurated in 2000 with technology
advanced service centers at L.B.NAGAR, KUKATPALLY, MADINAGUDA AND MALAKPET
ORGANIZATION STRUCTUR of Concorde motors

32

Chair man

Executive Director

General Manager

Service
Department

Sales
Department

Systems
Department

Accounts

Spares
Department

Front office

Cashier

Customer
EDP
Relationship
[Computer
Department Department

Sales
Executives

Floor
[Mechanical
Shop]

Reception

Body Shop
Accidents
[Repairs]

Service
Advisors

33

New Vehicle
Inspection

Organization structure of CONCORDE MOTORS

DEPARTMENT OF THE CONCORDE MOTORS:
1. Sales Department
2. Workshop or service Department
3. Systems Department
4. Accounts Department

The Functions of these departments are as follows:

1. Sales:
After the loan process gets over the customer makes the payment to the dealer and collects the
vehicle of his choice along with all the relevant documents. The vehicle is delivered to the
customer after detailed pre delivery inspection [PDI]. The customer is also advised to bring his
vehicle regularly to the workshop for services as specified in the operators services book.
2. Workshop or Service:
Workshop or Service department is place where service and repairs have been done for the
CONCORDE MOTORS vehicles.
The main function of this department is to provide service to all CONCORDE MOTORS
vehicles. On an average basis the dealer attends 50-55 vehicles.

FUNCTIONS OF WORKSHOP:
1. FREE DELIVERY:
Every new vehicle before delivery is subjected to a detailed Check Up. Important nuts and bolts
are tightened again as per the recommended torque. The entire electrical are checked. Change
of all in the engine and other aggregates are also done as specified for various Tata models. The
vehicle is attended for greasing.
34

2. FREE SERVICE:
The first four services including the PDI are attended with free on labour. It is important on the
part of the customer to attend these services failing which the warranty will be null and void.
3. SERVICES AND WARRANTY ON Tata:
The company agrees to replace or repair any item / aggregate failed before is expected life due to
material defect, bad workmanship. The warranty period for Tata is for two year [unlimited
Kms]. However it is obligatory on the part of the customer to bring his vehicle for the regular
services. There is an optional 3rd year warranty.
4. VEHICLE BREAKS DOWN ATTENDANCE:
The workshop also has a breakdown attending team headed by a supervisor. In case of any
failure of the vehicle in transit the team a deputes experts to set right the defect and the vehicle
will be brought to the workshop for a detailed diagnosis in case of sudden break down the
company gives the demo vehicle to the customer.
5. ACCIDENT REPAIRS:
All the spare parts have a number. It is codified based on codes they are grouped and located
systematically. The parts are stopped adequately based on consumption. The recorder level is
fixed for every item. Regularly the parts are procured from Tata. The ABC analysis, Fast, Slow
and Non-moving (FSN) parts analysis is in the system. The parts are issued to the workshop on
the indents. The spare parts department also sells the parts across the counter. They also do
arrive in the market.
6. Labor Force:
Every employee of the organization has to follow the rules and regulations very strictly. There
are skilled workers and efficient staff. These are important assets of the organization.

35

7. Recruitment:
Recruitment is made by advertisement as well as scrutinizing and interviewing the candidate.
Recruitment is also based on experience of the worker. Training In this company on the job
training method is adopted to train the workers.
Wages and Salary Administration
Basic wages given to workers are fixed on the basis of minimum wages at 1948 and various
types of allowances are provided to the workers as well as to the office staff.
AT CONCORDE MOTORS CUSTOMER SATISFACTION COMES FIRST
1. Picking up and home delivery of service vehicles.
2. Drop back facility for service customers.
3. Mobile and breakdown service round the clock.
4. Customer complaint handling cell.
5. Do it yourself class for the customers once in a month.
6. 100% final inspection and analysis.
7. 100% post service follow-up and analysis.
8. Repeat job analysis.
9. Conducting free service camps for outstation customers every month.
10. 2 Years warranty at unlimited mileage
SOME GENERAL STEPS TO BE TAKEN BY THE DEALER:
How does the marketer should deal with the responses of dissatisfied customers?
The following are the grand rule.
Monitor regularly the consumer reactions:
Marketer should initiate and encourage regular monitoring of consumer reactions towards
him, his product range and a particular brand. A continuous monitoring of data will develop
into as information systems and serve as early signals.
36

 Bring product quality under marketing responsibility.

Quality control will upgrade itself from being an isolated function of production department
to a join mission of marketing and manufacturing department.
Handle complaints quickly and with responsibility.
Marketers should take up customers quickly and actions notified to the complaint. Even
acknowledgement of receipts of complaints will reduce dissatisfaction.
Be cautions and helpful host.
Most of customers are not satisfied with the service at the time of purchase. It may arise out
of unhelpful and discourteous sale personnel, dissatisfied availability of product and
inadequate service to the customer.
State only realistic product claims.
Factual promotion executed with creativity brings about lasting customer, loyalty and
satisfied will.
Help consumer on product use:
The manner in which the product is used can be crucial to customer.

Satisfaction or

dissatisfaction in the interest of marketer themselves to help consumer.

Attend the complaints quickly and responsively.
Make everything easy and possible for the customers to complain by welcoming the
customer complaints.
Dont make any delay.
Conduct a customer satisfaction survey periodically.
Insist on customer feedback.

37

CHAPTER III
DATA ANALYSIS
AND
INTERPRETATION
38

DATA ANALYSIS & INTERPRETATION

1) How did you know about Tata brand cars?
TABLE IV.1 RESPONSE OF THE CUSTOMERS ON AWARENES ABOUT THE CAR
SL NO.
1
2
3
4

Sources
No of Respondents
Percentage
Television Advertisement
34
34
Newspaper Advertisement
15
15
Friends and Relatives
45
45
Other Sources
6
6
Total
100
100
ILLUSTRATION IV.1: RESPONSE OF THE CUSTOMERS ON AWARENES ABOUT THE
CAR

INTREPRETATION IV.1:

39

From the above illustration it is observed that customers get awareness about the products &
brand from Television Advertisement 34%, Newspaper Advertisement 15%, Friends and
Relatives 45%, Other Sources 6%.

2) How the car is being purchased?

TABLE IV.2: RESPONSE OF THE CUSTOMERS ON MODE OF PAYMENT FOR THE
PURCHASE OF NEW CAR
SL NO.

Mode of Purchase

No of Respondents

Percentage

Through Loan

80

80

Direct Payment

20

20

TOTAL

100

100

ILLUSTRATION IV.2: RESPONSE OF THE CUSTOMERS ON MODE OF PAYMENT FOR

THE PURCHASE OF NEW CAR

INTREPRETATION IV.2:
In the above illustration 80% of the respondents purchased the car through the loan and
remaining 20% through direct payment. Most of customers have purchased the car through
40

loans. So the company should provide some satisfied finance option by giving attractive finance
schemes and satisfied interest rates. So that it will help future customers for buying the cars
3) What you considered while purchasing the Tata Cars
TABLE

IV.3:

RESPONSE

OF THE

CAR

BUYERS

CONSIDERING

WHILE

PURCHASING THE TATA CAR.

SL NO.
1
2
3
4
5
6

Reason
Looks
Price
Color
Engine Capacity
Pickup
Accessories
TOTAL

ILLUSTRATION IV3:

No of Respondents
10
15
10
20
29
16
100

Percentage
10
15
10
20
29
16
100

RESPONSE OF THE CAR BUYERS CONSIDERING WHILE

PURCHASING THE TATA CAR

41

INTREPRETATION IV.3:
From the above illustration the customers RESPONSE in buying the car is 10% for Looks, 15%
for Price, 10% for Color, 20% for Engine Capacity, 29% for Pickup, 16% for Accessories.
Since consumers consider more than one factor for buying a car. Most of them have chosen
because engine capacity, mileage, price, pickup because people are much aware about the value
of the money. This car provides and fulfills most of the needs like reasonably priced, satisfied
mileage, pick-up etc.

42

4) Are you satisfied with the price level of Tata cars?

TABLE IV.4: RESPONSE OF THE CUSTOMERS ON PRICE LEVEL OF TATA CAR.
SL NO.
1
2
3
4

Price Rated
Highly priced
Reasonably priced
Approximately priced
Below level Priced
TOTAL
ILLUSTRATION IV.4: RESPONSE OF

No of Respondents
Percentage
12
12
73
73
15
15
0
0
100
100
THE CUSTOMERS ON PRICE LEVEL OF TATA

CAR.

INTREPRETATION IV.4:
From the above illustration the customers RESPONSE on car prices is indicated as 12% for
highly priced cars, 73% for reasonably priced cars and 15% for approximately priced cars.
Customer response that the price of Tata cars is reasonably priced, the customers have accepted
the price and the customers are satisfied from the price of the Tata cars. So the company should
maintain the price and try to reduce the price to slight extent if possible.

43

5) What is the performance ranked by the customer?

TABLE IV.5:RESPONSE OF THE CUSTOMERS ON THE PERFORMANCE OF THE
CAR.

SL

Performance

Highly

Satisfied Dies-satisfied

Total No of

NO.
1
2
3
4

Pick-up
Interior
Mileage
Road

satisfied
38
7
19
42

57
59
60
40

9
34
21
18

Respondents
100
100
100
100

Handling
Comfort
Visibility
Service

5
6
7

35
22
55

40
53
31

25
25
14

100
100
100

Backup

ILLUSTRATION IV.5:
RESPONSE OF THE CUSTOMERS ON THE PERFORMANCE OF THE CAR.

44

INTREPRETATION IV.5:
From the above illustration it is observed that some Tata customers are highly satisfied with all
the features like mileage, pick up, visibility, road handling etc. but still we can find that there are
customers showing their dissatisfaction whom the organization cant neglect.

Hence the

organization must try to make the dissatisfied customers to get satisfied or else their
RESPONSE may directly or indirectly affects the organization

6) How do you know about Tata Concorde Motors Sales And Services Center, Dhilsukhnagar?
TABLE IV.6: RESPONSE OF THE CUSTOMERS ON AWARENESS OF TATA
CONCORDE
MOTORS
SALES
AND
SERVICES
CENTER,
DHILSUKHNAGAR.
SL NO.
1
2
3
4
5

Advertisement Type
Through friends
Newspaper Ads
Campaigning
Television Ads
Other sources
Total

No of Respondents
28
24
6
0
42
100

45

Percentage
28
24
6
0
42
100

ILLUSTRATION IV.6:

TATA
CENTER,

RESPONSE OF THE CUSTOMERS ON AWARENESS OF

CONCORDE

MOTORS

SALES

AND

SERVICES

DHILSUKHNAGAR.

INTREPRETATION IV.6: According to the above table, It is conclusion that, people who are
mostly knowing about TATA CONCORDE MOTORS SALES AND
SERVICES CENTER, DHILSUKHNAGAR. is through is any other means of
Promotion (42%), next highest is the awareness through Friends (28%), the third
position is awareness by promotion through News Paper Ads (23%) followed by
Campaigning (6%).
7) Are you satisfied with the Pre Purchase service?
TABLE IV.7 RESPONSE OF CUSTOMERS ON PRE PURCHASE SERVICE.
SL NO.
1
2
3
4
5

Respondents to queries

No of Respondents

Percentage

High Satisfied
46
46
Satisfied
34
34
Moderately Satisfied
16
16
Dissatisfied
4
4
Highly Dissatisfied
1
1
TOTAL
100
100
ILLUSTRATION IV.7: RESPONSE OF CUSTOMERS ON PRE PURCHASE SERVICE

46

INTREPRETATION IV.7
According to the above table, It is concluded that the Pre-purchase Service with respect to the
Respondents to Queries with respect to time is considered High satisfied (46%) by major
position of the sample. About 34% of the sample considered the Pre-purchase Service to be
satisfied is followed by 16%, considering being moderately satisfied and about 4% of sample
considering to the Pre-purchase Service is Dissatisfied and Very Dissatisfied

8) Are you satisfied with the Order Processing Time?

TABLE IV.8: RESPONSE OF THE CUSTOMERS ON ORDER PROCESSING TIME
SL NO.

Order processing Time

No of Respondents

Percentage

1
2
3
4
5

High Satisfied
Satisfied
Moderate
Dissatisfied
Highly Dissatisfied
TOTAL

51
33
11
5
0
100

51
33
11
5
0
100

47

ILLUSTRATION IV.8: RESPONSE OF THE CUSTOMERS ON ORDER PROCESSING

TIME

INTREPRETATION IV.8:
According to the above table, It is concluded that 51% of the sample is considering that the
Order Processing time is high satisfied. 33% of sample is considering that the Order Processing
time offered by TATA Satisfied, followed by 11% of the sample is considering is Moderately
satisfied and 5% of the sample is considering it to be Dissatisfied.

9) Are you satisfied with the payment terms?

TABLE IV.9: RESPONSE OF THE CUSTOMERS ON THE BILL PAYMENT TERMS
SL NO.

Order processing Time

No of Respondents

Percentage

1
2
3
4
5

High Satisfied
Satisfied
Moderate
Dissatisfied
Highly Dissatisfied
TOTAL

31
31
30
5
3
100

31
31
30
5
3
100

48

INTREPRETATION IV.9: RESPONSE OF THE CUSTOMERS ON THE BILL PAYMENT

TERMS

INTREPRETATION IV.9:
According to the above table, it is concluded that 31% of the sample is considering that the
Payment terms is High satisfied and satisfied. 30% of the sample is considering that the Payment
terms to be Moderately satisfied and 5% of the sample is considering is Dissatisfied and 3% of
the sample is considering it to be very dissatisfied.
10)

What factors do you consider for selecting TATA CONCORDE MOTORS SALES AND
SERVICES CENTER, DHILSUKHNAGAR.?

:TABLE

IV.10: RESPONSE OF THE CUSTOMERS FOR SELECTING TATA

CONCORDE
MOTORS
SALES
AND
SERVICES
CENTER,
DHILSUKHNAGAR.

.
SL NO.
1
2
3
4

Factors

No of Respondents

Percentage

Well Merchandised
Good Customer Service
Near To House
Any Other
TOTAL

4
30
66
0
100

4
30
66
0
100
49

ILLUSTRATION IV.10: RESPONSE OF THE CUSTOMERS FOR SELECTING TATA

CONCORDE
MOTORS
SALES
AND
SERVICES
CENTER,

DHILSUKHNAGAR.
INTREPRETATION IV.10:
According to the above table, around 66% of the sample choose TATA CONCORDE
MOTORS SALES AND SERVICES CENTER, DHILSUKHNAGAR. due to
its Near to house factor, whereas around 30% of the sample choose Tata sales and
services center because of satisfied customer service. Around 4% of the sample
consider well merchandised factor as a last option for choosing Concorde motors.

11) What made you to purchase this particular brand product?

TABLE IV.11:RESPONSE OF THE CUSTOMERS THAT INFLUENCE TO CHOOSE
THIS PARTICULAR BRAND.
SL NO
1
2
3
4

Factors
Brand name
Quality
Advertisement
Price
Total

No of Respondents
17
70
4
9
100

50

Percentage
17
70
4
9
100

ILLUSTRATION IV.11:

RESPONSE OF THE CUSTOMERS THAT INFLUENCE TO

CHOOSE THIS PARTICULAR BRAND.

INTREPRETATION IV.11:
According to the above table, Around 70% of the sample chose Tata due to its high Quality
attribute, followed by about 17%, taking into consideration the Brand Name attribute, as the
choosing factor About 8% of the respondents chose Tata, based on the Price factor and around
4% of the sample considers Advertising as the last option for choosing Tata brand.

12) How do you rate our responsiveness in dealing with you?

TABLE IV.12: RESPONSE OF THE CUSTOMERS RESPONDENTS TOWARDS TATA
CONCORDE
MOTORS
SALES
AND
SERVICES
CENTER,
DHILSUKHNAGAR.
SL NO.
1
2
3
4
5

Response
Excellent
Very good
Good
Poor
Very poor
Total

No of Respondents
28
43
27
2
0
100
51

Percentage
28
43
27
2
0
100

ILLUSTRATION IV.12: RESPONSE OF THE CUSTOMERS RESPONDENTS TOWARDS

TATA CONCORDE MOTORS SALES AND SERVICES CENTER,
DHILSUKHNAGAR.

INTREPRETATION IV.12:
According to the above table, it can be conclude that around 43% of the sample rate TATA
CONCORDE
MOTORS
SALES
AND
SERVICES
CENTER,
DHILSUKHNAGAR.as Satisfied with responsiveness of SALES AND
SERVICE. About 28% of the sample consider as high satisfied, followed by 27%
of the sample for moderately satisfied in ratings. Around 2% rate this SALES
AND SERVICE CENTRE as Dissatisfied.
13) What is overall rating of TATA CONCORDE MOTORS SALES AND SERVICES
CENTER, DHILSUKHNAGAR.as Satisfied in respect of SALES AND
SERVICE.?
TABLE IV.13

.SL

RESPONSE OF THE CUSTOMERS RESPONDENTS TOWARDS TATA

CONCORDE
MOTORS
SALES
AND
SERVICES
CENTER,
DHILSUKHNAGAR.
Response
No of Respondents Percentage

NO.
1
2
3
4

Excellent
Very good
Good
Poor

32
41
25
2

32
41
25
2
52

Very poor
Total

0
100

0
100

ILLUSTRATION IV.13: RESPONSE OF THE CUSTOMERS RESPONDENTS TOWARDS

TATA CONCORDE MOTORS SALES AND SERVICES CENTER,
DHILSUKHNAGAR.

INTREPRETATION IV.13:
According to the above table, it can be conclude that around 41% of the sample rate TATA
CONCORDE
MOTORS
SALES
AND
SERVICES
CENTER,
DHILSUKHNAGAR.as Satisfied in respect of SALES AND SERVICE. About
32% of the sample consider as high satisfied, followed by 25% of the sample for
moderately satisfied in ratings. Around 2% rate this SALES AND SERVICE
CENTRE as Dissatisfied.

53

CHAPTER IV
FINDINGS
SUGGESTION

FINDINGS
The following details can be inferred after analysis with a simple size of 50 which included
customers, by questionnaire method to find out the brand awareness towards Tata with reference
to Concorde Motors.

1. The awareness level of Tata in an Concorde motors is quite high.

2. The promotional strategy of Tata is effective in the form of electronic Media and mass
media
54

3. Most of the customers are aware of advertising campaigns that are being conducted by
Tata.
4. Brand awareness has a real and visible impact in the buying behavior of the people.
5. Though the customers are having good awareness levels regarding the product they are
not in a frame of mind to purchase it because of various reasons Tata is facing a tough
competition from the competitors with the same Kind of products.
6. The scale of advertising to promote Tata is not satisfactory and has to

Implement the

various medium to offer advertising of the product.

Suggestions
Suggestions are done on the basis of finding and analysis of data collected
Through questionnaire:1. In order to promote sale in highly competitive auto market attractive schemes

Such as

cash discount, complementary gift, lucky draws, etc. can be given to the Customers.
2. Customers should be contacted at a regular interval through phone calls and free
3. Servicing of the cars to ask them if they are facing any problems with the car as because
post sale with the customers may be very important to maintain customers satisfaction.
4. Advertising plays a very important role n increasing the awareness and in reminding the
customer about the products and services offered by Tata. Hence advertisement about the
55

firm and its products and services must be aired on local T.V channels as well as in
newspapers and magazines
5. Since the people tends to forget the advertising of a particular product a reminder
message has to be enforced in a regular interval and in a proper media which Would reach
a large number of potential customers.
6. As from the inference we can see that the most important criteria for selection of the car
is its performance which includes price, mileage, speed, braking efficiency, maintenance,
etc. There would be definite increase in the sale of thecar if this point would be looked
into and improved.

56

ANNEXURE

Questionnaire
Dear customer,
I Sharath babu studying final year MBA student of the St. Peters Engineeering College doing a
project work on Customer satisfaction TATA CONCORDE MOTORS
SALES AND SERVICES CENTER, DHILSUKHNAGAR. for my academic
purpose. I request you to kindly fill this questionnaire.
Thanking you,
Sincerely yours,
.1. Name:-

2. Age: -

18-25

25-40

40-55

>55
57

3. Sex

4. Occupation:-

Male

Female

Business

Professional

Student

Others

Employee

5. How did you know about Tata brand cars?

a) Television Advertisement b) Newspaper Advertisement
c) Friends and Relatives

d) Other Sources

6. How the car is being purchased?

a) through loan

b) direct payment

7. What you considered while purchasing the Tata car?

a) Looks

b) Price

d) Engine Capacity

c) Color

e) Pickup

f) Accessories

8. Are you satisfied with the price level of Tata cars?

a) Highly priced b) Reasonably priced c) Approximately priced d)Below level Priced
9. What is the performance ranked by the customer?
a) Pick-up

b) Interior

c) Mileage

e) Comfort

f) Visibility

g)Service Backup

10. How do you know about

d)Road Handling

TATA CONCORDE MOTORS SALES AND SERVICES

CENTER, DHILSUKHNAGAR.
a) Through friends
b) Newspaper Ads
c) Campaigning
d) Television Ads

e) Other sources

11. Are you satisfied with the Pre Purchase service

a) High Satisfied

b) Satisfied

c) Moderately Satisfied

d) Dissatisfied

e)Highly Dissatisfied

12. Are you satisfied with the Order Processing Time

a) High Satisfied

b) Satisfied

c) Moderately Satisfied

d) Dissatisfied

e)Highly Dissatisfied

13. Are you satisfied with the payment terms

a) High Satisfied

b) Satisfied

c) Moderately Satisfied
58

d) Dissatisfied

e)Highly Dissatisfied

14. What factors do you consider for selecting tata concorde motors sales and services center,
dhilsukhnagar.
a) Well Merchandised
c)Near To House
b) Good Customer Service d) Any Other
15. What made you to purchase this particular brand product
a) Brand name
c) Advertisement
b) Quality
d) Price
16. How do you rate our responsiveness in dealing with you?
a) Excellent
c) Good
b) Very good
d) Poor
e) Very poor
17. What is overall rating of Tata Concorde motors as Satisfied in respect of SALES AND
SERVICE
a. Excellent
b. Very good

c) Good
d) Poor

e) Very poor

18. Any suggestions

BIBLIOGRAPHY
59

BIBLIOGRAPHY
TEXT BOOKS:

The Text Book of Marketing, Keith Blois, Oxford University Press, 2008 year edition

Marketing Mangement, Abraham Koshy and Mithileshwar Jha, Dorling Kindersley Ind.
Pvt. Ltd., 2007 year edition

Marketing Research, Alvin.C Burns and Ronald F. Bush, Pearson Education0020Inc., 2006
year edition

Introduction to Marketing, Mc Daniel and Lamb, Thomson South West Publishers, 2006
year edition

Principles of Marketing, Philip Kotler, Tata Mc Graw Hill Publishers, 9e.

Marketing, Roger A Kerin and Steven W Hartley, Oxford Publications, 3rd edition.

Creating Market Orientation, John C. Narver, Tata Mc Graw Hill Publishers, 8th edition.

Marketing Management, Philip Kotler, RK Publications, 8th edition.

Marketing Management, Sontaki SRK publishers, 1st edition.

Creating market orientation, Stanley.Flater, Tata Mc Graw Hill Publishers, 8th edition.
60

WEBSITES:
www.Tatamotors.org
www.automobiles.com
www.globalautomobiles.com
MAGAZINE:

Hot wheels

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