A PROJECT on

“STUDY OF CUSTOMER SATISFACTION FROM TATA NANO GENX”

PRESENTED BY:SHATABDI

SHIPRA SHRESTHSREELAKSHMI NAIR

ANJALI

INTRODUCTION “Customer satisfaction has been the focal point in all most all marketing management strategies in business organizations. Many researcher conceptualise customer satisfaction as an individual’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his or her expectations”.

AIM OF THE STUDYThe present study aims on the SATISFACTION FROM TATA NANO GENX cars among the customers. A sample survey of 20 respondents was undertaken to find out the SATISFACTION FROM TATA NANO GENX cars in RANCHI city. The study mainly concentrated on general applications, general awareness, advantages and consumer preferences of TATA NANO cars.

NANO GENX- AN INTRODUCTION Tata GenX Nano ( Nano GenX and Nano GenX AMT) is a city car manufactured by Tata Motors. GenX Nano is developed by Tata Nano with an automated manual transmission and a fifth door (open-able hatch). GenX Nano comes in 4 & 5 gear manual transmission and the 5 gear transmission system in GenX (AMT version) is the same as in Tata Zest diesel AMT.

GenX Nano comes in five variants, XE, XM, XMA, XT and XTA. Overall dimensions, engine, transmission, suspension, steering and brakes are the same in all variants. The key differences are in the car features.

Nano GenX - features New paint, funky look & new stereo Wider grin , new headlamp clusters, new

fog lamps, an altered rear bumper in sync with the one upfront

94 litres of luggage space and 110 litres of manual variant, extensible to 500 litres of maximum space.

AMT technology, Automatic Manual Transmission, cheapest car to sport that feature.

Good air conditioning, Power steering (source=BBC top gear)

RESEARCH OBJECTIVES To find out the level of satisfaction among the consumers of TATA NANO GENX.

To identify the most influential factors affecting customer satisfaction.

 

RESEARCH METHODOLOGYGeographic areaThe study covers the area of RANCHI town.Research Design:It is a Descriptive research: CROSS-SECTIONALData Sources:Primary data from customers through questionnairesSample Plan:Population: Owners of Nano GenX who have bought the car in the past 6 months to One year.

Sampling Technique: Convenience sampling.Sample size:25Research instrument:Research instrument used for collecting a data is questionnaire Statistical Tools Applied:1. Chi-square and2. Pie chart3. Correlation Analysis4.Central Tendency

DATA COLLECTION METHODS

PRIMARY DATA COLLECTION Survey Method

SECONDARY DATA COLLECTION

Personal Interview Reports Journals

HYPOTHESIS  H1: there is relationship between the Age and level of customer satisfaction. H2: there is relationship between the after sales service and level of

customer satisfaction. H3: there is relationship between Mileage and level of customer satisfaction. H4: there is relationship between Clutch less Technology(AMT) and level of

customer satisfaction H5: there is relationship between Interior Space and level of customer

satisfaction H6:there is relationship between Look of the Car and level of customer

satisfaction H7:there is relationship between Comfort and level of customer satisfaction

ANALYSISQ At the time when you decided to buy Nano

GenX ,you must have considered number of attributes. Please tell us to what extend these attributes attracted you to make the purchase?

Q Can you trust Nano for safety?

YES60%

NO27%

NEITHER SAFE NOR UNSAFE

13%

SAFETY

Q Rate the level of importance for the following attributes

MILEAGE AMT INTERIOR SPACE LOOK AFTER SALES COMFORTVERY IMPORTANT 11 2 3 5 8 9IMPORTANT 1 11 9 7 3 5NEITHER IMPORTANT NOR UNIMPORTANT 1 2 1 1 4 0UNIMPORTANT 2 0 2 0 0 0NOT AT ALL IMPORTANT 0 0 0 2 0 1

Q Rate the current level of satisfaction in the following attributes

AGE & LEVEL OF SATISFACTION (Chi Test)

YOUNG MIDDLE OLD15-22 4 1 1 623-30 4 3 2 9

8 4 3 15

young middle oldlow 3.2 1.6 1.2high 4.8 2.4 1.8

f0 fe4 3.24 4.81 1.63 2.41 1.22 1.8

CHI TEST CAL 0.979279CHI TEST CRITICAL 9.2104

LEVEL OF SATISFACTION FOR EACH AGE GROUP:

YOUNG MIDDLE OLD0 17 0

16 0 018 0 019 0 0

0 0 180 26 0

15 0 029 0 0

0 26 027 0 0

0 20 00 0 260 0 29

27 0 026 0 0

177 89 73

Correlation AnalysisMILEAGE TOTAL CLUTCHLESS TECHNOLOGY TOTAL INTERIOR SPACE TOTAL LOOK TOTAL AFTER SALES SERVICE TOTAL COMFORTTOTAL

3 17 4 17 2 17 3 17 3 17 2 173 16 3 16 1 16 4 16 3 16 2 163 18 4 18 3 18 3 18 3 18 2 183 19 5 19 2 19 2 19 4 19 3 193 18 3 18 3 18 3 18 3 18 3 185 26 5 26 4 26 4 26 4 26 4 265 15 3 15 1 15 3 15 2 15 1 155 29 5 29 5 29 5 29 5 29 4 295 26 4 26 5 26 4 26 4 26 4 265 27 5 27 5 27 3 27 4 27 5 275 26 4 26 4 26 4 26 5 26 4 265 26 4 26 4 26 4 26 4 26 5 265 29 5 29 4 29 5 29 5 29 5 294 27 4 27 5 27 5 27 4 27 5 275 26 4 26 4 26 5 26 3 26 5 26

64 345 62 345 52 345 57 345 56 345 54 345

CORREALTION FACTOR0.728726 0.659681 0.915664 0.699578 0.808431 0.921975

INFERENCEThere is relationship between the Age and level of customer

satisfaction.There is relationship between Mileage and level of customer

satisfaction.There is relationship between Clutchless Technology(AMT) and

level of customer satisfactionThere is relationship between Interior Space and level of

customer satisfactionThere is relationship between Look of the Car and level of

customer satisfactionThere is relationship between the after sales service and level of

customer satisfaction.There is relationship between Comfort and level of customer

satisfaction

FINDINGSOut of the given attributes ‘AFTER SALES SERVICES’

is the most attractive one, the level tending towards very attractive.

Most of the users are of the view that Nano Genx is safe for use.

Mileage and Comfort are of greater importance to the consumer, the level tending towards very important.

There exists a high correlation (0.921) between Comfort and level of overall satisfaction

Younger population (20-35) are more satisfied with the car.

RECOMMENDATIONLaunch of an automatic transmission variant

of the NanoFresh targeting and positioning strategies

should be adopted.Focus on new advertisement campaign which

should include building emotional connect with consumers and celebrity endorsements.

The image of the car should be revamped(mileage, looks of the car and technology)

CONCLUSIONThere was an urgent need to revamp the

image of the car for its survival.The launch of NANO GENX proved to be a

revival strategy to increase the decline sales of NANO.

Tata has come up with several strategies throughout to change the perception of a ‘Cheap Car’ into ‘People’s Car’.

REFERENCENANO RANKS LAST IN CUSTOMER SATISFACTION AMONG INDIAN

SMALL CARS-Report Information from ProQuest February 13 2015THE NEW NANO PROMISE-- Report Information from ProQuestCUSTOMER SATISFACTION AND LOYALTY: THE CRITICAL

ELEMENTS OF SERVICE QUALITY-Report Information from ProQuestCONSUMER SATISFACTION, DISSATISFACTION AND POST-

PURCHASE EVALUATION: AN EMPIRICAL STUDY ON SMALL SIZE PASSENGER CARS IN INDIA- Report Information from ProQuest

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