A Project Report On Study of Customer Satisfaction for TATA Commercial Vehicles Undertaken at Shree Ambica Auto Sales &

Service (Authorised dealer of TATA Motors)

Submitted by: Vinod Kururvilla (06MBA19) Guided by: Mr. Jitesh Parmar MBA (2006-08) SHRIMAD RAJCHANDRA INSTITUTE OF MANAGEMENT AND COMPUTER APPLICATIONS

COLLEGE CERTIFICATE

DECLARATION

I hereby declare that the summer project titled Marketing Strategy for TATA Commercial Vehicles at Shree Ambica Auto Sales & Service, Surat is purely based on original piece of work done by me for the partial fulfilment of the award degree of Master of Business Administration. And whatever information has been taken from any sources have been duly acknowledged.

I further declare that the personal data and information received from any respondent during survey has not been shared with anyone and is used for academic purpose only.

PREFACE

Training is an important part of the curriculum for management students during their studies. Without practical training during the course of study, the certificate or degree obtained seems to be incomplete. The actual aim of industrial training is to let students get the practical knowledge about core concepts of management.

This training provides the platform of opportunity to know the current market situation and the behaviour of the environment around it. It gives us the opportunity where we can apply the heoretical knowledge into the real world so that we can be a successful manager in future.

A word of thanks to all of them whose name has not been figured here explicitly, but without their feedback, consoling and cooperation it was not possible to prepare this report in a short period.

For the preparation of this report, I render my deep sense of gratitude towards the faculty members of our college and the whole staff at Shree Ambica Auto Sales & Service, Surat.

ACKNOWLEDGEMENT
It is an occasion of great pleasure and a matter of deep felt personal satisfaction to present this compiled statement of the project work done at a company of great self-esteem, SHREE AMBICA AUTO SALES & SERVICE, SURAT, an authorised dealer of TATA Motors.

I would especially like to thank and express my cordial gratitude to Mr. Kanaiyalal Modi, who provided me this opportunity to work in such a prestigious organization, which enhanced my knowledge base and allowed me to understand the practical application of various aspects of a Corporate Unit.

I take this opportunity to express my gratitude for the immense support and guidance extended by each and everyone, MR. SHAILESH MODI, MR. MELVIN PRASAD and the whole staff at SHREE AMBICA AUTO SALES & SERVICE. I would like to thank the faculty of SRIMCA, especially MR. JITESH PARMAR who has given me constant support and encouragement as well as valuable guidance and

direction to complete my project report.

I would like to thank all my friends and well, wishers and also the respondents for their valuable cooperation because without their help and support, I would not have been able to complete my project report successfully.

Lastly I would like to thank Bill Gates and the Microsoft Word as well as the MS office package and Norman Pie, the founder of SPSS without whom this project would have been incomplete.

EXECUTIVE SUMMARY

Purpose: The commercial vehicle industry in India has a lot of potential to expand. The pioneer in this field is the proven horse i.e. The TATA Motors. It has a market share of nearly 90% in South Gujarat region and 65% in the whole state of Gujarat. Moreover, there are only few players in this industry. So it is my attempt for the company to find out in what ways can it increase the market share of the company and prepare a marketing strategy which will help the company to know the strong mediums through which it should market its products.

By doing such a research, we will come to know about the customers perspective about the company, does he use the companys after sales service, how does he rate the companies employees, what are the features he likes about the company more, through which medium did he come to know about the company products, etc.

Design/ Methodology/ Approach: I have divided the population in two parts where I would analyse the customers of Surat and Bardoli together and the customers of Ankleshwar and Bharuch together as the company has suggested. I have collected the data on the basis of the existing customer database provided to me by the company. It is based on quantitative analysis. I have used descriptive research design with the help of structured questionnaire filled up by the respondents.

TABLE OF CONTENTS

Sr. No. 1.0

TOPIC INTRODUCTION 1.1 Commercial vehicles industry profile 1.2 Company Profile 1.3 Literature Review

Page No.

1 6 8

2.0

RESEARCH METHODOLOGY 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 Problem Statement Research Objectives Research Methodology Research Design Data Collection method Sampling Design Limitation of Research Statistical Tests to be used How to conduct Statistical test 12 12 13 15 16 17 18 18 18

3.0 4.0 5.0

DATA ANALYSIS & INTERPRETATION FINDINGS RECOMMANDATIONS BIBLIOGRAPHY APPENDIX

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