A

Project Report
On
Study of the Customer Relationship Management for TATA

motors Bhilai
Master of Business Administration (Marketing)
Submitted in partial fulfillment of the requirements for award of
MASTER OF BUSINESS ADMINISTRATION
Of
Chhattisgarh Swami Vivekanand Technical University, Bhilai
Submitted by
Aakash Jaiswal
MBA III Semester, 2014-2015

DEPARTMENT OF MANAGEMENT
BHILAI INSTITUTE OF TECHNOLOGY
(An ISO 9001:2000 Certified Institute)
Bhilai House, G.E. Road, Durg 491001(C.G.), India

CERTIFICATE
This is to certify that the Project Report entitled Studying of the Customer

Relationship Management for Sairam motors Bhilai Being submitted by Aakash

Jaiswal in fulfillment of the requirement of CHHATTISGARH SWAMI VIVEKANAND
TECHNICAL UNIVERSITY is a record of an independent work done by his under my
guidance and supervision.

(SIGNATURE OF THE SUPERVISOR)

Mr. Sanu Sam
GM SALES
SAIRAM MOTORS BHILAI

DECLARATION

I Declare that the Project Report entitled Studying of the Customer Relationship
Management for Sairam motors Bhilai Being submitted to the CHHATTISGARH
SWAMI VIVEKANAND TECHNICAL UNIVERSITY for the partial fulfillment of
the requirement for the degree of Master of Business Administration is my own
endeavors band it has not been submitted earlier to any institution / university for any
degree.

Place: Date: -

(Aakash Jaiswal)

ACKNOWLEDGEMENT
My Special Thanks and gratitude to SAIRAM MOTORS BHILAI for their generosity,
cooperation and superb guidance that helped me in completion of my project report.
I am also thankful to, Mr. Sanjay Guha (H.O.D MBA Dept.) BIT Durg, and to my
Internal Guide, Dr. Urwashi Shrivastava, for their encouragement and motivation
which was a great source of inspiration.
I am extremely grateful to Mrs. Sanu sam (HR Manager) and the entire staff of
SAIRAM MOTORS BHILAI for their cooperation and generosity. Their experience
helped me a lot in doing my project.

(AAKASH JAISWAL)

TABLE OF CONTENT
SERIAL No.

TITLE

PAGE No.

CHAPTER-1
1.1

RATIONAL STUDY

CHAPTER-2
2.1

PROJECT TITLE

2.2

OBJECTIVE OF STUDY

2.3

SCOPE OF THE STUDY

CHAPTER-3
3

PROFILE OF THE COMPANY

5-24

CHAPTER-4
4.

REVIEW OF LITERATURE

25-32

CHAPTER-5
5.

RESEARCH METHODOLOGY

33-39

CHAPTER-6
6.

DATA ANALYSIS &

INTERPRETATION

40-48

CHAPTER-7
7.

FINDINGS

49

CHAPTER-8
8.

LIMITATIONS

51

CHAPTER-9
9.

CONCLUSION&
RECOMMENDATIONS

53

10

APPENDIX

55-56

11

BIBLIOGRAPHY

57

LIST OF TABLES

TABLE 6.1

CUSTOMERS SATISFACTION FOR SAIRAM MOTORS

41

TABLE 6.2

Which version of the models are mostly demanded by the customers

42

TABLE 6.3

Features of Tata Motors

43

TABLE 6.4

What is the Performance of the Car

44

TABLE 6.5

After servicing vehicle delivered at the promised time?

45

TABLE 6.6

What rank you will give to Tata company as for the satisfaction level?

46

TABLE 6.7

What type of repot shared between Customer and dealer?

47

TABLE 6.8

About Company after Sales Service

48

CHAPTER -1

RATIONALE FOR THE STUDY

In todays intensely competitive, rapidly changing and highly complex environment

characterize by diminishing customer loyalty, the need to be market focused and customer
centric is more critical than any other time in past. It is highly imperative for every
organization to retain and use valuable information about their customer to enhance their
business strategies and product and service offerings. Today, the key focus area of much
organization is identification of a link between customer satisfaction and performance.
However, satisfaction as the confirmation of expectation has started to be conceptualizing

almost as a threshold for customers. The delivery of satisfaction is the minimum the customer
expects.

After completing the primary formalities for vocational training, the approach followed for
the project was by .having debatable discussion on various topics with the project guide, and
keeping in mind the total time duration 8 weeks, the project title STUDY OF THE
CUSTOMER RELATIONSHIP MANAGEMENT FOR SAIRAM MOTORS, BHILAI
was decided. Primarily, the researcher was given some random idea about this project at
SAIRAM motors. After having very basic understanding about its objective and its
importance in the organization, helped in understanding the project better so as to make
platform for analysis. The objective behind making this project is to have the knowledge of
the practices of Tata Services by the Marketing Department. Tata Motors Limited 50%
smaller, fewer, lighter and more beautiful style and design quotient.
Tata Motors is India's leading passenger car company, accounting for over of the domestic
car market. From its very inception, Tata Motors has brought to India, a simple yet powerful
philosophy. The extreme relevance of our brands in the Indian car arena, in beat with the
lifestyles and desires of our changing nation has made us the market favorites, for over two
decades. Gaining ground from strength to strength, we are inspirited now more than ever, to
push boundaries and conquer new horizons. The Indian economy grew at an impressive 6
percent in GDP during 2012-13. Of late, inflation has hardened and oil and certain other
commodity prices have shot up, resulting in higher interest rates and an uncertain outlook for
the very near term. However, the country's economy is still expected to continue to grow
robustly, if at a slightly slower pace.

CHAPTER -2

OBJECTIVE OF THE STUDY

PROJECT TITLE:
Study of the Customer Relationship Management for Sairam Motors, Bhilai

OBJECTIVE OF PROJECT:
Primary objective:
To study the customer awareness about Tata Motors & SAIRAM motors.
To enhance the sale of Tata Vehicles in the showroom.

 To know the reason for the loss of inventory.

Secondary objectives
To analyze the customer buying behavior.
To find out the satisfaction level of the customers at SAIRAM motors showroom.
To study the effect of event and promotion.
To make various suggestion on the improvement of the SAIRAM motors.
Scopes:
Study is restricted to various parts of Chhattisgarh which include: Bhilai, Durg.
The scope of the study is restricted to Customer Relationship Management only
Time frame-there is limited time of two months June and July 2013

CHAPTER -3

PROFILE OF THE COMPANY

TATA MOTORS - AT A GLANCE

Tata Motors Limited (formerly TELCO, short for Tata Engineering and Locomotive
Company) is an Indian multinational automotive manufacturing company
headquartered in Mumbai, Maharashtra, India and a subsidiary of the Tata Group.
Its products include passenger cars, trucks, vans, coaches, buses, construction
equipment and military vehicles. It is the world's seventeenth-largest motor
vehicle manufacturing company, fourth-largest truck manufacturer and second-largest
bus manufacturer by volume.

TATA MOTORS LIMITED

Type

Public

Founded

1945

Headquarters

Mumbai, Maharashtra, India

Industry

Automotive

Products

Cars

Revenue

INR 2,32,834 crores

Employees

59,759 (2012)

Parent

TATA Group

COMPANY PROFILE
Tata Motors Limited is Indias largest automobile company, with consolidated revenues of
INR 2,32,834 crores (USD 38.9 billion) in 2013-14. It is the leader in commercial vehicles in
each segment, and among the top in passenger vehicles with winning products in the
compact, midsize car and utility vehicle segments. It is also the world's fifth largest truck
manufacturer and fourth largest bus manufacturer.

The Tata Motors Groups over 60,000 employees are guided by the mission to be passionate
in anticipating and providing the best vehicles and experiences that excite our customers
globally.''
Established in 1945, Tata Motors presence cuts across the length and breadth of India. Over
8 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The companys
manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra),
Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad
(Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint
venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and
Tata cars and Fiat powertrains. The companys dealership, sales, services and spare parts
network comprises over 6,600 touch points, across the world.
Tata Motors, also listed in the New York Stock Exchange (September 2004), has emerged as
an international automobile company. Through subsidiaries and associate companies, Tata
Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among
them is Jaguar Land Rover, acquired in 2008. In 2004, it acquired the Daewoo Commercial
Vehicles Company, South Koreas second largest truck maker. The rechristened Tata Daewoo
Commercial Vehicles Company has launched several new products in the Korean market,
while also exporting these products to several international markets. Today two-thirds of
heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2006, Tata
Motors formed a 51:49 joint venture with the Brazil-based, Marcopolo, a global leader in
body-building for buses and coaches to manufacture fully-built buses and coaches for India
the plant is located in Dharwad. In 2006, Tata Motors entered into joint venture with
Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the
companys pickup vehicles in Thailand, and entered the market in 2008. Tata Motors (SA)
(Proprietary) Ltd., Tata Motors' joint venture with Tata Africa Holding (Pty) Ltd. set up in
2011, has an assembly plant in Rosslyn, north of Pretoria. The plant can assemble, semi
knocked down (SKD) kits, light, medium and heavy commercial vehicles ranging from 4
tonnes to 50 tonnes.
Tata Motors is also expanding its international footprint, established through exports since
1961. The companys commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, South East Asia, South Asia, South

America, CIS and Russia. It has franchisee/joint venture assembly operations in Bangladesh,
Ukraine, and Senegal.
The foundation of the companys growth over the last 68 years is a deep understanding of
economic stimuli and customer needs, and the ability to translate them into customer-desired
offerings through leading edge R&D. With over 4,500 engineers, scientists and technicians
the companys Engineering Research Centre, established in 1966, has enabled pioneering
technologies and products. The company today has R&D centres in Pune, Jamshedpur,
Lucknow, Dharwad in India, and in South Korea, Italy, Spain, and the UK.
It was Tata Motors, which launched the first indigenously developed Light Commercial
Vehicle in 1986. In 2005, Tata Motors created a new segment by launching the Tata Ace,
Indias first indigenously developed mini-truck. In 2009, the company launched its globally
benchmarked Prima range of trucks and in 2012 the Ultra range of international standard light
commercial vehicles. In their power, speed, carrying capacity, operating economy and trims,
they will introduce new benchmarks in India and match the best in the world in performance
at a lower life-cycle cost.
Tata Motors also introduced Indias first Sports Utility Vehicle in 1991 and, in 1998, the Tata
Indica, Indias first fully indigenous passenger car.
In January 2008, Tata Motors unveiled its Peoples Car, the Tata Nano. The Tata Nano has
been subsequently launched, as planned, in India in March 2009, and subsequently in 2011 in
Nepal and Sri Lanka. A development, which signifies a first for the global automobile
industry, the Nano brings the joy of a car within the reach of thousands of families.
Tata Motors is equally focussed on environment-friendly technologies in emissions and
alternative fuels. It has developed electric and hybrid vehicles both for personal and public
transportation. It has also been implementing several environment-friendly technologies in
manufacturing processes, significantly enhancing resource conservation.
Through its subsidiaries, the company is engaged in engineering and automotive solutions,
automotive vehicle components manufacturing and supply chain activities, vehicle financing,
and machine tools and factory automation solutions.
Tata Motors is committed to improving the quality of life of communities by working on four
thrust areas employability, education, health and environment. The activities touch the lives
of more than a million citizens. The companys support on education and employability is

focused on youth and women. They range from schools to technical education institutes to
actual facilitation of income generation. In health, the companys intervention is in both
preventive and curative health care. The goal of environment protection is achieved through
tree plantation, conserving water and creating new water bodies and, last but not the least, by
introducing appropriate technologies in vehicles and operations for constantly enhancing
environment care.

TATA CODE OF CONDUCT

The Tata Code of Conduct is a set of principles that guide and govern the conduct of Tata
companies and their employees in all matters relating to business. First elucidated in 1998,
the Code lays down the ethical standards that Tata employees have to observe in their
professional lives, and it defines the value system at the heart of the Tata group and its many
business entities.
The Code is a dynamic document that reinforces the Tata canon of honorable behavior in
business. While it has remained unaltered at its core, the Code has been modified down the
years to keep it in step with changing regulatory norms in the different parts of the world that
Tata companies now do business. These modifications have reinforced the Code, and enable
it to reflect the diverse business, cultural and other factors that have a bearing on the health of
the Tata brand.

COMPANY PRODUCTS
Offers following models of cars such as:
Tata Nano
Tata Bolt
Tata Zest

Tata Vista
Tata Indica
Tata Manza
Tata Indigo
Tata Safari Storme
Tata Safari Dicor
Tata Sumo Gold
Tata Sumo Grande
Tata Venture
Tata Xenon
Tata Aria
Tata Movus

MILESTONES

2013

Tata Nano becomes the first Auto Brand in India to cross 3 million fans
on Facebook

The Tata Indigo eCS enters Limca Book of Records

Tata Motors' Jamshedpur plant rolls out its two millionth truck

Tata Nano offered industry first phenomenon - Swipe your credit card
and drive home a Nano

Tata Motors launches the world-class range of Tata PRIMA trucks in Sri
Lanka

2012

2011

Tata Motors enters Bangladeshs new car market

Tata Ace races through the one-million mark in just 2,680 days

Tata Safari Storme, the Real SUV, hits the road

Launch of PT Tata Motors Indonesia

Tata Motors plant at Dharwad comes on stream

Tata Motors enters into distribution agreement in Myanmar

Launch of Tata Ace in South Africa

Tata Venture launched

Launch of Tata Divo Luxury Coach and Tata Starbus Ultra

Launch of Tata Nano 2012

Tata Sumo Gold introduced

Range Rover Evoque launched in India

New Tata Indica Vista launched

Tata Magic IRIS and Tata Ace Zip launched

Tata Indica eV2 introduced with 25 kmpl mileage

Tata Pixel, a city car concept for Europe, displayed at the Geneva Motor
Show

Refreshed Tata Indigo Manza introduced

Tata Prima ConsTruck range launched

Tata Motors unveiled assembly plant in South Africa

Tata Nano began international journey with Sri Lanka

Tata Motors completes 50 years of its International Business

Jaguar Land Rover inaugurated its vehicle assembly plant in Pune

Tata Nano launched in Nepal

HVTL amalgamates into HVAL renamed as TML Drivelines Ltd.

Tata Motors (Lucknow) produced & dispatched the first Hybrid Chassis
to Spain

2010

Tata Motors (Dharwad) rolled out the first Tata Ace Zip

Tata 407 celebrated its silver jubilee year

Jaguar celebrates 50 years of iconic E-Type

Tata Motors Group unveils the Jaguar XJ; 4x4, 7-seater Crossover Tata
Aria, Tata Venture and the Tata Magic Iris at the Auto Expo 2011

AWARDS

TATA MOTORS WON THE AWARD FOR THE BEST LEARNING

ORGANISATIONS OF ASIA (2011-12)

TATA MOTORS MOST REPUTED COMPANY: NIELSEN REPORT

TATA MOTORS WINS THE GOLDEN PEACOCK AWARD FOR EXCELLENCE

IN CORPORATE GOVERNANCE

PANTNAGAR PLANT HAS BEEN CONFERRED UPON WITH THE SWORD OF

HONOUR AWARD BY BRITISH SAFETY COUNCIL, UK.

JAGUAR LAND ROVER WINS TWO "BEST OF AUTO SHOW" AWARDS FROM
AUTOWEEK MAGAZINE AT 2011 FRANKFURT MOTOR SHOW

TATA MOTORS LUCKNOW PLANT WINS GREENTECH ENVIRONMENT

SILVER AWARD 2011

TATA MOTORS LTD HAS BEEN SELECTED AS THE WINNER OF 'GOLDEN

PEACOCK AWARD FOR CORPORATE SOCIAL RESPONSIBILITY' FOR THE
YEAR 2011

CUSTOMER SUPPORT CVBU HAS BEEN CONFERRED WITH THE 'GOLDEN

PEACOCK NATIONAL TRAINING AWARD' 2011

TATA NANO WINS THE BEST CAR ADVERTISEMENT OF THE YEAR AT

BLOOMBERG UTV AWARDS

TATA NANO'S DESIGN RECEIVES WORLD'S OLDEST AND COVETED

INTERNATIONAL AWARD

LUCKNOW PLANT WINS RAJIV GANDHI NATIONAL AWARD FOR 2009

MR. RAVI KANT RECEIVES THE GOLDEN PEACOCK CORPORATE AWARD

FOR BUSINESS LEADERSHIP - 2010

CNBC TV18 'BEST CFO' AWARD FOR MR. C. RAMAKRISHNAN

CVBU PUNE RECEIVES EXCELLENT ENERGY EFFICIENT UNIT AWARD

CVBU LUCKNOW BAGS EXCELLENT ENERGY EFFICIENT UNIT-AWARD

FOR THE SECOND TIME IN A ROW

CVBU PUNE DECLARED WINNER OF THE MPCB VASUNDHARA AWARDS

2010

CHAPTER -4

REVIEW OF LITERATURE

C.R.M (CUSTOMER RELATIONSHIP MANAGEMENT)

Customer relationship management (CRM) consists of the processes a company uses to

track and organize its contacts with its current and prospective customers. CRM software is
used to support these processes; information about customers and customer interactions can
be entered, stored and accessed by employees in different company departments. Typical
CRM goals are to improve services provided to customers, and to use customer contact
information for targeted marketing.
While the term CRM generally refers to a software-based approach to handling customer
relationships, most CRM software vendors stress that a successful CRM effort requires a
holistic approach. CRM initiatives often fail because implementation was limited to software
installation, without providing the context, support and understanding for employees to learn,
and take full advantage of the information systems. CRM tools should be implemented "only
after a well-devised strategy and operational plan are put in place". CRM can be implemented
without major investments in software, but software is often necessary to explore the full
benefits of a CRM strategy. Other problems occur when failing to think of sales as the output
of a process that it needs to be studied and taken into account when planning automation.
From the outside, customers interacting with a company perceive the business as a single
entity, despite often interacting with a number of employees in different roles and
departments. CRM is a combination of policies, processes, and strategies implemented by an
organization to unify its customer interactions and provide a means to track customer
information. It involves the use of technology in attracting new and profitable customers,
while forming tighter bonds with existing ones.

CRM includes many aspects which relate directly to one another:

 Front office operations Direct interaction with customers, e.g. face to face meetings,
phone calls, e-mail, online services etc.
Back office operations Operations that ultimately affect the activities of the front
office

(e.g.,

billing,

maintenance,

planning,

marketing,

advertising,

finance,

manufacturing, etc.)
Business relationships Interaction with other companies and partners, such as
suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups,
trade associations). This external network supports front and back office activities.
Analysis Key CRM data can be analyzed in order to plan target-marketing campaigns,
conceive business strategies, and judge the success of CRM activities (e.g., market share,
number and types of customers, revenue, profitability).
Proponents of CRM software claim that it doesn't only allow more effective ways of
managing customer relationships, but also more customer-centric ways of doing business.
Executives often cite the need for the proper tools as a barrier to delivering the experience
their customers expect. A 2009 study of over 860 corporate executives revealed only 39%
believes that their employees have tools and authority to solve customer problems.

Types/variations of CRM
There are several different approaches to CRM, with different software packages focusing on
different aspects. In general, Customer Service, Campaign Management and Sales Force
Automation (SFA) form the core of the system (with SFA being the most popular).

1) Operational CRM
Operational CRM provides support to "front office" business processes, e.g. to sales,
marketing and service staff. Interactions with customers are generally stored in customers'
contact histories, and staff can retrieve customer information as necessary. The contact
history provides staff members with immediate access to important information on the
customer (products owned, prior support calls etc.), eliminating the need to individually
obtain this information directly from the customer. Reaching to the customer at right time at
right place is preferable. Operational CRM processes customer data for a variety of purposes:

Managing campaigns

Enterprise Marketing Automation

Sales Force Automation

Sales Management System

2) Analytical CRM
Analytical CRM analyzes customer data for a variety of purposes:

Designing and executing targeted marketing campaigns

Designing and executing campaigns, e.g. customer acquisition, cross-selling, upselling, add-on-selling

Analyzing customer behavior in order to make decisions relating to products and

services (e.g. pricing, product development)

Management information system (e.g. financial forecasting and customer profitability

analysis)

Analytical CRM generally makes heavy use of data mining and other techniques to
produce useful results for decision-making. It is at the analytical stage that the importance
of fully integrated CRM software becomes most apparent. Logically speaking, the more
information that the analytical software has available for analysis, the better its
predictions and recommendations will be.

3) Sales Intelligence CRM

Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct sales
tool. Features include alerts sent to sales staff regarding:

Cross-selling/Up-selling/Switch-selling opportunities

Customer drift

Sales performance

Customer trends

Customer margins

Customer alignment

4) Campaign Management

Campaign management combines elements of Operational and Analytical CRM. Campaign

management functions include:

Target groups formed from the client base according to selected criteria

Sending campaign-related material (e.g. on special offers) to selected recipients using

various channels (e.g. e-mail, telephone, SMS, post)

Tracking, storing, and analyzing campaign statistics, including tracking responses and
analyzing trends

5) Collaborative CRM
Collaborative CRM covers aspects of a company's dealings with customers that are handled
by various departments within a company, such as sales, technical support and marketing.
Staff members from different departments can share information collected when interacting
with customers. For example, feedback received by customer support agents can provide
other staff members with information on the services and features requested by customers.
Collaborative CRM's ultimate goal is to use information collected by all departments to
improve the quality of services provided by the company. CRM also plays a role of data
distributor within customers, producers and partners. Producers can use CRM information to
develop products or find new market. CRM facilitates communication between customers,
suppliers and partner by using new information system such email, link and data bank.

6) Consumer Relationship CRM

Consumer Relationship System (CRS) covers aspects of a company's dealing with customers
handled by the Consumer Affairs and Customer Relations contact centers within a company.
Representatives handle in-bound contact from anonymous consumers and customers. Early
warnings can be issued regarding product issues (e.g. item recalls) and current consumer
sentiment can be tracked (voice of the customer).

STRATEGY
Several CRM software packages are available, and they vary in their approach to CRM.
However, as mentioned above, CRM is not just a technology but rather a comprehensive,
customer-centric approach to an organization's philosophy of dealing with its customers. This
includes policies and processes, front-of-house customer service, employee training,
marketing, systems and information management. Hence, it is important that any CRM
implementation considerations stretch beyond technology toward the broader organizational
requirements.
IMPLEMENTATION ISSUES
Many CRM project "failures" are also related to data quality and availability. Data cleaning is
a major issue. If a company's CRM strategy is to track life-cycle revenues, costs, margins,
and interactions between individual customers, this must be reflected in all business
processes. Data must be extracted from multiple sources (e.g., departmental/divisional
databases such as sales, manufacturing, supply chain, logistics, finance, service etc.), which
requires an integrated, comprehensive system in place with well-defined structures and high
data quality. Data from other systems can be transferred to CRM systems using appropriate
interfaces.
Because of the company-wide size and scope of many CRM implementations, significant
pre-planning is essential for smooth roll-out. This pre-planning involves a technical
evaluation of the data available and the technology employed in existing systems. This
evaluation is critical to determine the level of effort needed to integrate this data.
Equally critical is the human aspect of the implementation. A successful implementation
requires an understanding of the expectations and needs of the stakeholders involved. An
executive sponsor should also be obtained to provide high-level management representation
of the CRM project. An effective tool for identifying technical and human factors before
beginning a CRM project is a pre-implementation checklist. A checklist can help ensure any
potential problems are identified early in the process.

PRIVACY AND DATA SECURITY SYSTEM

One of the primary functions of CRM software is to collect information about customers.
When gathering data as part of a CRM solution, a company must consider the desire for
customer privacy and data security, as well as the legislative and cultural norms. Some
customers prefer assurances that their data will not be shared with third parties without their
prior consent and that safeguards are in place to prevent illegal access by third parties.

S.M.R.-(SERVICE MARKETING REPORT)Services marketing report is the detail of the customers who purchased the car from the
showroom. In this report we have the data about the Customer purchasing date and the time
of car servicing. Means by this report we remind to customer that it is the time of your car
servicing .So we ask some questions for customer satisfaction these are the following
questions:
Ques.1-Are you aware of the maintained schedule of yours cars?
Ques2-As per record you cars service in due on-will you like to make a booking?

CHAPTER -5

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve research problem. In it we study the
various steps that are generally adopted by researcher in studying his research problem along
with logic behind them. It is necessary for a researcher to know not only the research
method/techniques but also the methodology. It may be noted, in the context of planning &
development that the significance of research lines in its quality and not in quantity.
Researcher should know how to apply particular research techniques, but they also need to
know which of these methods or techniques, are relevant and which are not, and what would
they mean and indicate and why?
Meaning of Research
Research is common parlance refers to a search for knowledge. In fact research is an act of
scientific investigation.
The project was divided in to the following steps.
To decide objective of the study
To decide research design &
application
To decide source of data collection
To decide from of data
collection

To organize & collect data

To process & analyze report
To prepare the research
report

a) To decide objective of the Study:This step is also research problem. Problem definition is the most critical part of the research
process. Research problem definition involves specifying the information needed by
management. The main objectives of the study are:

To study the awareness of Tata Motors & Sairam motors Bhilai

To find out the level of customer satisfaction with the offers, discount and services
offered by Tata Motors & Sairam motors.

b) To decide research design & application:Research design involves defining the research problem, determining how to collect the data
and from whom, establishing the way the data will be analyzed estimating costs and the
preparation of the research approach. For this study, descriptive research was selected.

c) To decide Source of data there are two sources of data

i.

Primary data: - Primary data is the original data collected specifically for the
problem.

Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire sample units that
give accurate and up to data information as well better to research problem.
Research approaches: -

Primary data can be collected in five main ways: through Observation, focus groups, surveys,
behavioral data, and experiments.
Research instruments:Marketing researchers have a choice of three main research Instruments in collecting primary
data:

Questionnaires: - A questionnaire consists of questions presented to respondents for

their answers. Because of its flexibility, the questionnaire is by far the most common
Instrument used to collect primary data. Questions can be open-ended or closedEnded.

Qualitative measures: - Some marketers prefer more qualitative methods for gauging
consumer opinion because consumer actions do not always match their answers to
survey questions. Qualitative research techniques are relatively unstructured
measurement approaches that permit a range of possible responses, and they are a
creative means of ascertaining consumer perceptions that may other-Wise be difficult
to uncover.

Mechanical devices: -Mechanical devices are occasionally used in marketing

research .Mechanical devices like galvanometers measure the respondents interest or
emotions aroused by exposure to a specific ad or picture.
ii. Secondary data:- Data potentially useful in solving a current problem but that were
collected for a different purpose.

Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively, compared to primary data, it is
clear useful to study analyzing the recent development in the telecom industry.
Contact methods:Once the sampling plan has been determined, the marketing researcher must decide how the
subject should be contact:

Mail questionnaire: - The mail questionnaire is the best way to reach people who
would not give personal interviews or whose responses might be biased or distorted
by the interviewers. Mail questionnaires require simple and clearly worded questions.

Telephone interview: - Telephone interviewing is the best method for gathering

information quickly; the interviewer is also able to clarify questions if respondents do
not understand them. The response rate is typically higher than in the case of mailed

questionnaires.
Personal interview: - Personal interviewing is the most versatile method. The
interviewer can ask more questions and record additional observations about the
respondent, such as dress and body language. Personal interviewing takes two forms.
In arranged interviews, respondents are contacted for an appointment, and often a
small payment or incentive is offered. Intercept interviews involve stopping people at
a shopping mall or busy street corner and requesting an interview.

Online interviews: - There is increased use of online methods. There are so many
ways to use the Net to do research. In this method, researcher can include a
questionnaire on its Web site and offer a people to answer the questionnaire.

d) To decide from of data collection & To organize & collect data:For this project survey method was selected which was carried through person interview.
Because information from different customers was required.
Once the researcher has formulated and development a research design including
questionnaire second thing he has to decide whether he has to collect the information. From
all the targeted customers. There can be two types of survey are possible.
Sample Survey
Census Survey
For this project sample Survey war chosen
Characteristics of the sample survey are:

It is cheaper than census survey

It requires less time

It is economical

More detail information can be collected

Deciding the sample plan requires following decisions

Sample unit Who is to be surveyed

SAMPLE
Sample is the true representation of the population by studying of the sample we can predict
the behavior of the population.
Sample Size: 250 (in this case)
Method of Sampling:In this project, the survey was done within the market that means probabilistic convenience
Sampling was carried out.
e) To process & analyze data:After the data was collected it was tabulated, analyzed and interpreted to the conclusion
reach.
Techniques Applied

Bar Chart: - A chart in which the length of the bar represents the amount of the item
associated with the bar.

Pie Chart: - A circle divided in to sections, such that each section represents the
percentage of the total area of a circle associates with one variable.

Types of Research
Along with this there may be 3 type of research methodology these are:They are

Exploratory Research

Descriptive Research

Casual Research

Our research is based on the exploratory research.

EXPLORATORY RESEARCH
The objective of this research is to gather preliminary information that will help us to define
the problem and to suggest any hypothesis.
Which means first we have to define the problem and research objective? Then we have to
develop the research plan for collecting information. Now after collection data we have
to interpret those data for any suggestion,

CHAPTER-6

DATA ANALYSIS &

INTERPRETATION

CUSTOMERS SATISFACTION
TABLE No.6.1
Levels of Satisfaction
Satisfied

Value
135

Dissatisfied

55

22%

No Comments

55

22%

Highly Satisfied

2%

Figure No.6.1

Data Analysis

Percentage responded
54%

From the analysis we can conclude that to the existing customer of the dealers, there are
satisfied customers 54%, dissatisfied are 22% from servicing or after sales servicing,
22% is the percentage of those customers who not replied, there is also 2 % customer
who was highly satisfied from the company and also from dealers.
Data Interpretation
In the showroom there is range of the customers, huge no. of customers are satisfied from the
service of the company and dealer, there is also no. of customer who are dissatisfied from
the services but rage of satisfied and highly satisfied customer is more.

Which versions of the models are mostly demanded by the customers?

TABLES No. 6.2

Version

Value

Percentage of Demand

PETROL

90

36%

DIESEL
LPG

112.5
47.5

45%
19%

Figure No.6.2

Data Analysis

From the above table we can conclude that according to the dealers 45 % of the customer
asks for the diesel variants while 36 support the petrol variants and 19 % wants the LPG
variants of different models.
Data Interpretation
The demand for the diesel variant is more for most of the models but the firm has limited
number of the models having diesel variants. The customers are also looking for the gas
models which will suitable for LPG and CNG. So the firm should think for the diesel and
gas variants.

FEATURES OF TATA MOTORS VEHICLES

TABLE No.6.3

Features

Value

Percentage of loyalty

Price

95

38%

Quality

55

22%

Service

87.5

35%

Others

12.5

5%

Figure No.6.3

Data Analysis
The above analysis shows that 38 % of customers are buying the Tata Motors product for its
price, 22 % buy them due to their quality. 35% think that after sale service is provided by
Tata. And 5% people buy them due to other reasons like style, look etc.
Data Interpretation
We can conclude that most of the people think that Tata Motors pricing are economical so
they are loyal to his brand. While other people give emphasis to the after sale service. Quality
and other features are also a trait for the buyers.

What is the Performance of the Car?

TABLE No.6.4

Customer Opinion

Value

Percentage of Responded

Excellent

62.5

25%

Very good

125

50%

Good

50

20%

Poor

12.5

5%

Figure No.6.4

Data Analysis
The above analysis shows that there is 25% customers are highly satisfied from the
performance of car, there is 50% response is very good and 20% is response for good also
there is 5% response of poor performance of car.
Data Interpretation
We can conclude that there is huge no of customers are satisfied with the performance of the
car, data is concerned with those customers who are the existing customers of Tata Motors
and data is also concerned with new customers.

After servicing vehicle delivered at the promised time?

TABLE No.6.5

Customers opinion

Value

Percentage of Responded

Yes

200

80%

NO

50

20%

Figure No.6.5

Data Analysis
There is 80% customers response is that they get their vehicle at promisied time and 20%
customers who responded that they never get their vehicle at promisied time.
Data Interpretation
Servicing comes in after sales services,dealer provides this services to customers so there is
necessary for dealer to provide the vehicle at the promised time because it makes the
relationship better with the customers.

What rank you will give to TATA motors as for the satisfaction level?
TABLE No.6.6

Rank for the satisfaction

Value

Percentage of Responded

level
1

82

33%

67.5

27%

50

20%

32.5

13%

17.5

7%

Figure No.6.6

Data Analysis
The table is shows the rank for the customer satisfaction level 1 is highest and 5 is the
lowest,there is 33% response for the rank 1,27% for the rank 2,20%for the rank 3,13% for the
rank 4,7% for the rank 5.
Data Interpretation
By the analysis this is found that there is huge customers of Mruti Suzuki those are satisfied
from the company.

What type of repot shared between Customer and dealer?

TABLE No.6.7

Customer Opinion

Value

Percentage of Responded

Excellent

62.5

25%

Very good

125

50%

Good

50

20%

Poor

12.5

5%

Figure No.6.7

Data Analysis
The table shows that there is 25% opinion for the excellent and 50% response for good,
20% for good and also there is 5% opinion for poor relationship with the dealer.
Data Interpretation
There should be good relation between customer and dealer because it helps to increase the
sales of company and also helpful for making the customer relationship management.

About Company after Sales Service

TABLE No.6.8

Customer Opinion

Value

Percentage of Responded

Excellent

62.5

25%

Very Good

125

50%

Good

37.5

15%

Poor

25

10%

Figure No.6.8

Data Analysis
The table shows that there is 25% customer responded for the excellent services of company
and 50% for the very good,15% for the good and there is 10% responded for the poor
services of the company.
Data Interpretation
There is important to know the after sales services of the company it shows the customers
satisfaction and also shows the customer relationship management.

CHAPTER-7

FINDINGS

FINDINGS
There is 54% of satisfied customers of Tata Motors.

The demand for the diesel variant is more for most of the models but the firm has
limited number of the models having diesel variants. The customers are also looking
for the gas models which will be suitable for LPG and CNG. So the firm should think
for the diesel and gas variants.

Most of people think Tata Motors pricing are economical so they are loyal to his
brand. While other people give emphasis to the after sale service. Quality and other
features are also a trait for the buyers.

There is large no of customers are satisfied with the performance of the car, data is
concerned with those customers who are the existing customers of Tata Motors and
data is also concerned with new customers.

Servicing comes in after sales services,dealer provides this services to customers so

there is necessary for dealer to provide the vehicle at the promised time because it
makes the relationship better with the customers.

There should be good relation between customer and dealer because it helps to
increase the sales of company and also helpful for making the customer relationship
management.

There is important to know the after sales services of the company it shows the
customers satisfaction and also shows the customer relationship management.

CHAPTER-8

LIMITATION

LIMITATION

It was assumed that the information given by the respondents is authentic and best
of their knowledge.

Some of the view given was completely views by customers as they were in a
hurry and were not considered in the data analysis.

The result of the study is applicable to the survey area only.

Time is also one of the important limitations.

Dull process and unwilling respondent also affect the result of the study.

CHAPTER-9

CONCLUSION &
RECOMMENDATION

CONCLUSION OF THE STUDY

The research work was successfully identifying by the studying the relationship management
of Tata Motors in Sairam Tata, Bhilai. The conclusion can be drawn from this study may be:-

Tata Motors is Indias one of the leading automobile manufactures and also the leader
of the market both in terms of volume and revenue generated.

Within the domestic market, the Company continued to strengthen its presence in
Commercial Vehicles, with sales of 5,36,232 vehicles, an all time high for the
Company, growing 1.1% from the previous year.

Hence Tata Motors Limited has captured over all share of 46% in the Indian car
market.

RECOMMENDATION
To conclude, it can be said that Sairam motors has created a good image in Chhattisgarh.
Sairam motor is the Best dealer of Tata Motors. It is attracting the customers with its good
services. Most of the customers are satisfied with Tata motors car from Sairam motors. This
satisfaction can be concluded by the response of customer in the questionnaires. Day by day
Tata Motors is improving its reputation to other Automobile Company. The comparison chart
and survey report in this training report can recognize this.
There should be more staff having experience of automobile sector.

There should be more efficient planning for satisfying customer needs.

Attractive offers should be given time to time, to increase customers interests

There should be easy process of car servicing.

APPENDIX
Questionnaires
Q.No.1:- Do you have any Tata Motors four wheelers?
Ans- (a) Yes

(b) No

Q.No.2:-Which Tata vehicle Model do you have?

Ans- (a) Nano

(b) Indica

(c) Zest

Q.No.3:- Which Version do you have?

(d) Indigo

e) Safari

f) others

Ans- a) Petrol

b) diesel

c) LPG or GAS

Q.No.4:-If you have Tata vehicle what features do you like most?
Ans- (a) Price

(b) Quality

(c) Services

(d) other

Q.No.5:-What is the performance of your Car?

Ans: a) Excellent

b) Very Good

c) Good

d) poor

Q.No.6:- After Servicing your vehicles delivered at the promised time?

Ans: a) Yes

b) No

Q.No.7:- What rank you will give to your company as for the satisfaction level 1 is the
highest 5 is the lowest rank of sati-factionary level?
Ans-

(a) 1

(b) 2

(c) 3

(d) 4

(e) 5

Q.No.8:- Which type of report shared between you and your dealer?
Ans- (a) Excellent

(b) Very Good

(c) Good

(d) Poor

Q.No.9:- What you will say about after sales services of company?
Ans-(a) Excellent

(b) Very Good

(c) Good

(d) Poor

Q.No.10- If any suggestion for automobile company?

Ans

.
Name:Occupation:-

Contact No:Address:-

Name of Book

Name of Author

Edition & year

Marketing Management

Paramhans Foundation

First Edition, 1992

Research Methodology

C.R.Kothari

Second Edition, 1993

Marketing Management

Philip Kotler

Tenth Edition, 1999

Fundamentals of Statistics

BIBLOGRAPHY

REFERENCES
1. Website of www. tatamotors.com
2. Website of www.google.com

D.N.Elhance

Present Edition, 1992