Study of Customer Satisfaction for Tata Commercial Vehicles

Topics: Customer service, Truck, Customer Pages: 9 (1753 words) Published: September 26, 2012
Project Report


“Study of Customer Satisfaction for
TATA Commercial Vehicles”

Undertaken at

Shree Ambica Auto Sales & Service
(Authorised dealer of TATA Motors)


The following are the main players in the Production of Commercial Vehicles in India: •Ashok Leyland Ltd.
Hindustan Motors Ltd.
Force Motors Ltd. (Previously known as Bajaj Tempo Ltd)
Eicher Motors Ltd.
Mahindra & Mahindra Ltd.
Swaraj Mazda Ltd.
Tata Motors

Authorised dealer of TATA Motors

Shree Ambica Auto Sales & Service started its operation as TELCO Authorised Service Station in 1994 and as an authorised dealer of TATA Motors Commercial Vehicles from 2000 for districts Surat, Bharuch, Narmada and Dang having its head office at Amboli.

In a short span of just six years Shree Ambica Auto Sales & Service has become a pioneer in its work and has its branches presently at Surat, Amboli, Ankleshwar and Bardoli and 1S out-let office at Mandvi, Vyara, Pardesana, Adajan and Katargaon and also at various places in Ankleshwar.

Moreover adding up to its good work Shree Ambica also kept on upgrading its customers with a lot of value added services which includes Annual Maintenance Contract, Same day Delivery, 7 days a week services, Onsite services and also organizing check-up camps at various places at regular intervals.

All the success of the organization is credited to the well trained and acquainted staff as well as mechanics, both of administrative as well as workshop level.

With such a distinct approach Shree Ambica Auto Sales & Service has achieved its success and is in constant strive to achieve maximum market share to bring up TATA Motors as a whole.


Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviours such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products.


1. Problem definition:
How to know which medium of advertising is helping the company the most?

How to know about the satisfaction level of a TATA commercial vehicle owner who has purchased from Shree Ambica Auto Sales & Service?

Management Decision Problem:
How to increase the market share of TATA commercial vehicles in the South Gujarat region?

Marketing Research Problem:
Which promotional tool/s should be used, to get maximum response from customers for TATA commercial vehicles?

Research objectives:
Primary Objective:
To carry out a customer satisfaction survey to know the perception of customers and thereby increase the sales and market share of Shree Ambica Auto Sales & Service.

Secondary Objectives:
1. To know the satisfaction level of the present customers
2. To know the satisfaction of the present customers regarding the after sales service
3. To know the various sources through which customer largely avail finance for the purchase of the vehicle
4. To know the customers’ viewpoint regarding the employees of the company and their performance

Data Collection Method:
1.Secondary Data: Secondary data will be collected from many sources like company’s report and magazines.
2. Primary Data: Utilizing the information from the Secondary data, questionnaire will be prepared to study the investors’ behavior. Primary data will be collected directly from the respondents to solve the...
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