© 2022 JETIR November 2022, Volume 9, Issue 11 www.jetir.

org (ISSN-2349-5162)

A STUDY ON CUSTOMER SATISFACTION

TOWARDS TATA MOTORS IN COIMBATORE
Dr.D.Renukadevi M.Com., M.Phil. PGDCA., Ph.D., (MBA)
Assistant Professor
Department of B.Com Corporate Secretaryship
Sri Ramakrishna College of Arts and Science
Coimbatore.641006
Co- Author:

1. Mr.V.Prasanth
2. Mr.P.Rakesh
3. Mr.V.P.Vasikaran

Department of B. Com Corporate Secretaryship

Sri Ramakrishna College of Arts and Science
Coimbatore. - 641006

Abstract:

Automotive industry is one of the main pillars of Indian economy. The study is about understanding
level of customer satisfaction between and organisation customer satisfaction is a measurement that
determines how well a company's products or services meet customer expectation. It is one of most
important indicators of purchase intentions and customer loyalty. It helps us to predict business growth and
revenue. Consistency is secret ingredient to making customer happy. For this study purpose collecting
sample size of 150 respondents. The study was conducted in various Tata showrooms and service centres in
and around at Coimbatore.

Key Words: Transportation, Market, Automobile, Customer Care, Analysis

Introduction:

The automobile is primary mode of transportation for many developed countries. TATA Motors Limited is
an Indian Multinational automotive manufacturing company, Headquarters in Mumbai. Is part of TATA
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Group Initially established by Jehangir Ratanji Dadabhoy Tata. In 1945 -77 year ago. Tata Motors entered
the passenger vehicle market in 1988 with the launch of the automobile followed by the Tata Sierra in 1991,
becoming the first Indian manufacturer to achieve the capability of developing a competitive indigenous
automobile. Tata Motors has been the parent company of Jaguar and Land Rover since the company
established it for the acquisition of Jaguar Cars and Land Rover from Ford in 2008. Automobile industry in
India accounts for a 12 percent of Gross value Added (GVA) in manufacturing sector, Auto industry contribute 49
percent to India's manufacturing GDP. TATA motors contribute about 4 percent to country's GDP. Tata Motors
believes in ‘Connecting aspirations’, by offering innovative mobility solutions that are in line with
customers' aspirations. India's largest automobile manufacturer, Tata Motors continues to take the lead in
shaping the Indian commercial vehicle landscape, with the introduction of leading-edge power trains and
electric solutions packaged for power performances and user comfort at the lowest life-cycle costs. The new
passenger cars and utility vehicles are based on Impact Design and offer a superior blend of performance,
driveability and connectivity. To be passionate in anticipating and providing the best vehicles and
experience that excites our customers globally.

Objectives

1) To study the Socio-Economic profile of the respondents.

2) To find the market performance and market position of Tata Motors.
3) To study the customer satisfaction of Tata Motors.

Methodology of study:

Research methodology is a systematic way to solve any research problem. It is a science of studying how
research is done systematically. A research design is a plan, structure, and strategy of exploration so done as
to obtain answers to research questions and problems. The study materials are collected from various
sources such as “Primary and Secondary Data”.

Sampling Design

The sampling design refers to the rules and procedures by which elements of the population are included in
the sample.

Sampling Technique

The sample method used for the study is simple random sampling to collect the data from the respondents.

Source of Data

The research work is mainly based on primary data collected from the sample respondents by administering
a questionnaire developed for the purpose. Other information relevant for the study was collected from
secondary sources such as journals, magazines, published and unpublished research works and websites.

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Review of Literature:

Dr Sandesh Kumar Sharma (2011) In his study, customers are satisfied because of affordable price, but
the maintenance is a problem and resale value is very low. These are the two main reasons and other reasons
are customer care does not respond to customers complaints, so the customers are dissatisfied. TATA
Motors have to improve its customer care and decrease the price of their spare part and make available in all
part of the country.

M Shanthini Devi, S Arun Priya (2013)The present study reveals that the customers have a good
preference towards TATA Nano vehicle. They are mainly motivated by price of the car. The popularity of
the brand also, one of the factors urged the customers for their purchase decision. Overall, it can be
concluded that customers are satisfied with the price, appearance of the vehicle and Comfort ability in
crowded area but they expect variety of mod

S Jyothirmayi Reddy, B Venkateswara Reddy (2016)This study has fulfilled all the objectives. And this
study has helped to find out many vital factors which ensure higher customer satisfaction among the car
users. The prominent factor emerged from this study will help not only Tata motors but also all the other car
manufacturers to perform from activities more effectively.
P Kuppuraj, G Sabarinathan, M Mohan (2019) Tata motors is market leader in automobile industry with
high market shares. Manufacturing low fuel consumption but they have few weaknesses in domestic market
Tata Motors should come in luxury segment with new strategic domestic market.

An Over view of Tata Motors

Tata Motors Limited (TML), a USD 42 billion organization, is India’s largest automobile company by
revenues. The company is a leading global manufacturer of cars, utility vehicles, buses, trucks and defence
vehicles and is working towards developing Smart Mobility Solutions for Smart Cities. Tata Motors is also
developing a smart range of EVs, to accelerate the adoption of Electric Vehicles (EV) in the country,
supporting the government’s mission on electric vehicles. Incorporated in India, in the year 1945, Tata
Motors is a part of the USD 100 billion Tata group and has operations across India, UK, South Korea,
Thailand, South Africa, and Indonesia. A leader in the Indian commercial vehicle market, Tata Motors also
ranks amongst India’s top passenger vehicle manufacturers, with over 9 million vehicles plying on Indian
roads. The company has played an instrumental role in transforming the country into a destination for
world-class automotive manufacturing and continues to work towards building the nation. Tata Motors has
always been at forefront of innovating technologies and providing products and experiences catering to the
discerning needs of our customers across both passenger and commercial vehicles business. With its
corporate brand identity – Connecting Aspirations, Tata Motors continues to create segment-defining
products that will fire up the imagination of customers - generation after generation; reiterating the
company’s promise of offering better journeys. With some of the worlds’ most iconic brands, including
Jaguar Land Rover in the UK, Tata Daewoo in South Korea, and a network of 76 subsidiaries globally, the
company has consolidated its position as the Tata Motors Group. In India, Tata Motors’ presence cuts across

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the length and breadth of the country with a manufacturing base spread across its biggest industrial hubs;
Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand
(Gujarat) and Dharwad (Karnataka).

Recognized for its world-class quality, originality, engineering and design excellence, the company
is on the path of shaping the future of mobility in India. With a strong team of 4,500 engineers, scientists
and technicians at the company’s Engineering Research Centre, Tata Motors’ R&D centres span multiple
geographies, including Pune (India), UK and South Korea. For the rapidly changing automotive
environment, Tata Motors launched its sub-brand – TAMO. TAMO acts as an incubating centre of
innovation towards new technologies, business models and partnerships in order to define future mobility
solutions. It operates as an agile, ring-fenced vertical, in the first step on a low volume, low investment
model to provide fast tracked proves of technologies and concepts. TAMO will transform the experience of
interfacing and interacting with customers and the wider community. It will provide a digital ecosystem,
which will be leveraged by Tata Motors to support the mainstream business in the future. Sustainability and
the spirit of ‘giving back to society’ serves as the guiding philosophy at Tata Motors; along with good
corporate citizenship, which is strongly embedded in the company’s DNA. Through the Affirmative Action
Programme, it has touched the lives of more than 5 lakh people in FY 16-17.

Analysis and Interpretation

Table1: Age Group of the Respondents

Age No. of Percentage (%)
Respondents
21-30 years 71 47.33
31-40 years 49 32.66
41-50 years 25 16.66
51 years above 5 3.33
Total 150 100

Chart 1: Age Group of the Respondents

300
250
200
150 Percentage (%)
100
No Of Respondents
50
0
21-30 31-40 41-50 51 years Total
years years years above

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Interpretation:

In this table reveals that majority of the respondents ie (47.33%) are coming under age group of 21-30 years
and (3.33%) of the respondents are coming under the age group of 51 years and above.

Table 2: Annual Income of the respondents

Annual Income No of Percentage

Level Respondents (%)
1Lakhs - 2Lakhs 30 20

2Lakhs - 3Lakhs 78 52

Above 3Lakhs 42 28

Total 150 100

Chart 2: Annual Income of the respondents

Total

Above 3Lakhs
Percentage (%)
2Lakhs - 3Lakhs No of Respondents

1Lakhs - 2Lakhs

0 50 100 150 200

Interpretation:

The above table shows that (52%) of respondents were earning of 2 to3 Lakhs per annum and (20%)
of respondents are earning 1 to2 Lakhs.

Findings and Suggestions

The study found is significant statistical relationship between age and customer satisfaction. It is
found that majority of the respondents are “21-30 years old”. People above 51 years of age showed lower
mean values in customer satisfaction. Tata motors are often preferred over others due to performance
variable, power, maintenance and driving comfort. Customers are mostly satisfied with their purchase price,
service facility and test drive facility at Tata Motor showrooms. It also shows to customers are more
struggled with inadequateness of service centres. By focusing these issue Tata Motors can provide enough
service centre to satisfy customer and it would can increase the market performance.

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Conclusion:

The present study has fulfilled all the objectives. The study has helped to find out many vital factors
which ensure higher customer satisfaction among the car users. The prominent factors emerged from the
present study will help not only Tata Motors but also all the other car manufacturers to perform their
activities more effectively. Still the “Tata is a pride of our nation” in future.

References:

I. S Jyothirmayi Reddy, B Venkateswara Reddy, Prof S Durga Rao (2016), Study on customer Satisfaction towards Tata
Motor cars in Andhra Pradesh.
II. M Shanthini Devi, S Arun Priya (2013), Study on customer satisfaction towards Tata nano car with special reference to
Coimbatore city. Volume-2, issue:8, ISSN No 2277-8160.
III. Dr Sandesh Kumar Sharma, Kiran Sharma, Makshud Khan (2011), A Study and Analysis of Customer Satisfaction of
Tata Motors in Jaipur, Rajasthan. Volume-2(4),2011,250-257, ISSN:2229-6247.
IV. Dr P Kuppuraj, G Sabarinathan and M Mohan (2019), A Study on Customer Satisfaction towards Tata Motors in
Coimbatore North. Volume-4, Issue-03, March-2019, ISSN:2455-385(Online) , Research Review International Journal
of Multidisciplinary www.rrjournals.com (UGC listed Journal).
V. https://www.tatamotors.com/wp-content/uploads/gms2018/tata-motors-profile-english.pdf

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