Customer Satisfaction Level On Services Provided

Manickbag Automobile Pvt ltd
KARNATAKA LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH.
BELGAUM-590011
[Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi]
A
PROJECT REPORT
ON
“CUSTOMER SATISFACTION LEVEL ON SERVICES PROVIDED”
At
“Manickbag Automobiles Pvt Ltd , Belgaum”

SUBMITTED BY
MISS. PRIYANKA A SADALGE
Reg-NO: MBA09003066
UNDER THE GUIDANCE OF
INSTITUTE GUIDE ORGANISATION GUIDE
Prof. Amrutha Mishrikoti Mr.Mahantesh Hiremath
(Faculty KLS IMER Belgaum) (Sales Manager Manickbag

Automobiles Pvt Ltd)
KLS IMER College Belgaum Page 1

KLS’s
INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH, BELGAUM.
[Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi]
CERTIFICATE
This is to certify that Miss. Priyanka A Sadalge has satisfactorily completed her
concurrent project On “Customer Satisfaction level on services provided” at
Manickbag Automobiles Pvt Ltd at Belgaum”, in partial fulfillment Of the
requirement for the Award of Masters Degree in Business Administration from
Karnataka University Dharwad, during the Academic year 2009-2010.
INSTITUTE GUIDE DIRECTOR
Prof. Amrutha Mishrikoti Dr.
A.B.Kalkundrikar

DECLARATION
I hereby declare that this project report entitled “Customer Satisfaction Level on services
provided ” by Manickbag Automobiles Pvt Ltd at Belgaum has been prepared by me during
the year 2009-2010 under the guidance of Prof.Amruta Mishrikotti , management faculty of
KLS Institute of Management of Education & Research, Belgaum.
I also hereby declare that this project has not been submitted at any time to any other institute or
university for award of any degree or diploma.
EXAM.No: MBA09003066
Place: Belgaum
Date:

Mis
s Priyanka Sadalge
ACKNOWLEDGEMENT
This report entitled “Customer Satisfaction” at Manickbag Automobiles Pvt Ltd at Belgaum
is the result of my concurrent project. The project would not have been completed without the
kind co-operation and help of certain individuals to whom I owe this heartfelt gratitude. I am
very thankful to Dr Shirish Shah. (Managing Director) for granting me permission to do my
project at Manickbag Automobiles Pvt Ltd.
I would like to thank Dr Shirish Shah. (Managing Director) of Manickbag Automobiles Pvt
Ltd Industries Belgaum, and my external guide Mr. Mahanatesh Hiermath (Sales manager)
for giving me an opportunity to work for the esteemed & reputed firm & guiding, motivating
me through all the difficulties that came my way & spending enormous amount of time
discussing about the project.
I am also grateful to all the employees of Manickbag to help me complete my project. I am very
thankful to all the members of the company who have helped me in making my project report
complete.
I express my immense thanks to our honorable Director Dr. A.B.Kalkundrikar for allowing
me to do my concurrent project at Manickbag Automobiles Pvt Ltd, Belgaum.
My sincere thanks to my internal guide Prof. Amruta Mishrikotti for her valuable guidance in
the completion of this project successfully.

Executive Summary:
Manickbag Group was founded in 1920 by 2 families, Dharmappa Mirji and

Manickchand Shah. The name Manickbag was adopted because it was started on a land, which
was donated by one Mr .Manickchand P. Zaveri of Bombay to jain boarding and it, was full of
bamboo jungle and hence the area was known as Manickbag.
This project report contains the marketing research on Customer satisfaction for Tata
motors car. This study is entitled as “Customer satisfaction towards services provided by the
showroom, Manickbag Automobiles Pvt. Ltd, Belgaum.
The information is collected through structured questionnaire & personal

interview. The questionnaire was administered to the Existing customers and also for Potential
customers of the Belgaum city .Objective of the study, Main objectives to know the customer
satisfaction toward Manickbag Automobile Pvt Ltd Sub objective To analysis the service
provided by Manickbag Automobiles, To know the expectation of customers towards
Manickbag Automobiles and, To find out the degree of customer satisfaction of Manickbag
Automobiles and to provide the recommendation to the management to improve its service.
As per my survey the firm is of much importance, as they have a brand and
status in the city. There is constant demand for Tata vehicles, and if they provide better service
to their customer then they can delight the customer with the service.

TATA MOTORS IN INDIA
Tata Motors Limited
Type Public (NYSE: TTM)
Founded 1960
Headquarters India
Industry Automotive
Products Commercial vehicles
Website http://www.tatamotors.com

TATA MOTORS PROFILE
Tata Motors established in 1945, Tata Motors is India's largest automobile

company. The company began manufacturing commercial vehicles in 1954 with a 15-year
collaboration agreement with Daimler Benz of Germany. It is the leader by far in commercial
vehicles in each segment, and the second-largest in the passenger vehicles market with winning
products in the compact, midsize and utility vehicle segments. The company is the world's fifth-
largest medium and heavy commercial vehicle manufacturer
Tata Motors Limited, formerly known as TELCO (TATA Engineering and Locomotive
Company), is India’s largest passenger automobile and commercial vehicle manufacturing
company. It is also the world's 5th largest commercial vehicle manufacturer. It is part of the
Tata group. Tata Motors is widely credited for putting India on the automotive map by
designing and developing its own range of cars.
Tata Motors date back to 1945 when they started making Trains. Tata Motors was first
listed on the NYSE in2004. Tata Motors had created the wealth Rs 320bn during 2001-2006 and
stood among top 10 wealth creators in India.. In 2004 it also bought Daewoo's truck
manufacturing unit in South Korea. In March 2005, it acquired a 21% stake in Hispano
carrocera SA, giving it controlling rights in the company. Tata Motors and the Fiat group have
signed a new memorandum of understanding (MoU) to establish a 50:50 joint venture to
manufacture passenger vehicles, engines and transmission systems for both domestic and export
markets
Tata Motors is a company of the Tata and Sons Group, founded by Jamshedji Tata. It is
currently headed by Ratan Tata., The company has the workforce of 22000 employees working
in its three plants and other regional and zonal offices across the country. Tata Motors' range of
passenger cars is still not comprehensive by international standards. In commercial vehicles,
Tata Motors commands an imposing 65% market share in the domestic heavy commercial
market. The company is trying to modernize its range of commercial vehicles. Tata Motors
hived off its vehicle finance business into a separate subsidiary, TML Financial Services
(TMLFS), in September 2006.
The company plans to build a car that will cost just under Rs 1,00,000 considering that 2
wheelers in India cost Rs 50,000/-. Indigenously developed mini-truck. Tata motors
manufacturing units are located at Jamshedpur, Lucknow and Pimpri-Chinchwad (Pune). The
Pune plant manufactures the passenger cars.
Research and development
Tata Motors invests approximately up to 2 per cent of its annual turnover on research
and development, with an emphasis on new product / aggregates development and technology
up gradation. Its Engineering Research Center in Pune employs over 1,400 scientists and
engineers and has India's only certified crash-test facility and hemi-anechoic chamber for testing
of noise and vibration.
The company also draws on the resources of leading international design and styling
houses like the Institute of Development in Automotive Engineering, SPA, Italy, and Stile
Bertoni, Italy. The company has also been implementing several environmentally sensitive
technologies in manufacturing processes and uses some of the world's most advanced
equipment for emission checking and control.
Environmental responsibility
Tata Motors has led the Indian automobile industry's anti-pollution efforts through a
series of initiatives in effluent and emission control. The company introduced emission control
engines in its vehicles in India before the norm was made statutory. All its products meet
required emission standards in the relevant geographies. Modern effluent treatment facilities,
soil and water conservation programmers and tree plantation drives at its plant locations
contribute to the protection of the environment and the creation of green belts.

Global Competition
Tata Motors have some distinct advantages in comparison to other MNC competitors.
There is definite cost advantage as labor cost is 8-9 per cent of sales as against 30-35 per cent of
sales in developed economies. Tata motors have extensive backward and forward linkages and
it is strongly interwoven with machine tools and metals sectors. India is an excellent source for
IT based engineering solution for products & process Integration. There are strong supporting
industries
Exports
Tata Motors' vehicles are exported primarily to Europe, Africa, the Middle East,
South and South East Asia and Australia. The company also has assembly operations in
Malaysia, Bangladesh, Ukraine, Kenya and Russia. Over the years, the company has received
more than 50 awards from the government of India's Engineering Export Promotion Council,
for its export initiatives. While currently about 14 per cent (as on March 31, 2005) of its
revenues are from its international business, the company intends to increase its international
business through organic and inorganic growth routes.

MANUFACTURING
Tata Motors owes its leading position in the Indian automobile industry to its strong
focus on indigenisation. This focus has driven the Company to set up world-class manufacturing
units with state-of-the-art technology. Every stage of product evolution-design, development,
manufacturing, assembly and quality control, is carried out meticulously. Our manufacturing
plants are situated at Jamshedpur in the East, Pune in the West and Lucknow in the North.
Jamshedpur:
This was the first unit of the Company established in 1945 and is spread over an area of
822 acres. It consists of 3 divisions - Truck, Engine (including the Gear Box division) and Axle.
The divestments in March 2000
Pune:
The Pune unit is spread over 2 geographical regions- Pimpri (800 acres) and Chinchwad
(126 acres). It was established in 1966 and has a Production Engineering Division, which has
one of the
Lucknow:
Established in 1991 and covering an area of 600 acres, the Lucknow Plant was established
to assemble Medium Commercial Vehicles (MCVs) to meet the demand in the Northern Indian
market. In 1995, the unit started manufacturing bus
Products
:: Passenger Cars- Indica, Indigo
:: Utility Vehicles- Safari, Sumo
:: Trucks- NOVUS and others
:: Bus- Starbus, Globus and others
:: Defense Vehicles

Tata motors Cars
Available Models
Tata Indica V2 Xeta
Tata Indicab
Tata Indica V2
Tata Indica V2 Turbo
Tata Indigo
Tata Indigo Marina
Tata Sumo
Tata Safari
Tata Indigo XL
Tata Indica

COMPANY PROFILE
Organization profile
Name: Manickbag Automobiles pvt.ltd.
Authorized dealers for
Tata motors cars [PCD]
Location: Khanapur road

Udyambag
Belgaum.
Telephone: 0831-4219999
Fax: 0831-4219901

History of Manickbag Group and concerns
Two families, Dharmappa Mirji and Manickchand Shah founded Manickbag Group
in the year 1920. The name Manickbag was adopted because it was started on a land, which was
donated by one Mr.Manickchand P. Zaveri of Bombay to jain boarding and it, was full of
bamboo jungle and hence the area was known as Manickbag. When we delve in to the history of
this magnificent Group, one is stunned by its performance, efficiency, simplicity and character.
Like the grand Himalayas, this Group has remained like a solid rock overbearing the automotive
sales and services facilities for decades. Another specially of this group is all the
partners/director themselves involve and take full interest in day-to-day activities an customer
contacts and have full knowledge of dealerships.
Absolute Honesty and hard work is the motto of this organization that has been the only
tradition set by the pioneers of the two families. Initially, they started a Rice Mill in1920 at
Belgaum soon in 1930 they diversified to Manickbag soap factory. Due to some policy matter it
was closed in 1935, they started an edible oil mill at Belgaum this group believes in honesty and
quality so they were successful in producing the product, which was accepted abroad also
Manickbag oil mills exported the groundnut oil.
In the year 1950 two young family members turned their focus to the business.
Manickbag owned a few petrol-fueled trucks, so to maintain these trucks small workshop was
started as Manickbag Engineers. Soon Diesel engines came in market. Taking advantage of this
opportunity Manickbag Engineers started converting petrol trucks in to diesel by changing the
engine assembly.
Simpson’s was the leading manufacturer of diesel engine then and they offered the
dealership for their engines to Manickbag in the year 1951. The MICO dealership was acquired
in 1956. At same time Ashok Leyland sub dealership under sundram motors was taken in 1956
in name of Manickbag Automobiles. Then for engine rebuilding a full-fledged Machine shop
was started. In the year 1965 separate firm as Manickbag diesel started exclusive for Mico

product and Manickbag Garage and Industries for Machine shop and Leyland service for repairs
service of Leyland vehicles.
In the year 1974 a branch of Manickbag Diesels for MICO was opened in Bijapur. In the
year 1984 Manickbag Automobiles opened a branch for Ashok Leyland at Hubli. In the year
1980 [24-9-190] Sundram Clayton TVS Moped dealership was taken. The TVS Motor Co Ltd
[Ind-Suzuki] motorcycle dealership was started on 28-5-1984 in Manickbag Engineers. Further
branches were opened at Bijapur and Ankola.
In 1991 Manickbag Automobiles shifted from Ashok Leyland to TATA MOTORS.

They got dealership for TELCO, now TATA MOTORS vehicles and spare parts for North
Karnataka region, and hence had to give up the sub-dealership of Ashok Leyland. And in the
year 1993 under its sister concern Manickbag Industries they got appointed for SESA-GOA
agency.
In the year 1995-1996, Manickbag was awarded BEST DEALER of TVS SUZUKI for
Karnataka and Goa. And in the succeeding year 1996-1997, TVS SUZUKI was awarded the
Best service-providing dealer for Karnataka and Goa region. These landmark achievements
show the companies strategy towards the customer i.e.” TO SERVE BETTER”.
The Manickbag has grown rapidly and today seven sister concerns and many branches outside
Belgaum are operating. The sister concerns are as follows:
1. Manickbag Automobiles Pvt. Ltd

2. Manickbag Engineers.
3. Manickbag Services
4. Manickbag Oil mills.
5. Manickbag Industries.
6. Manickbag diesel
7. Manickbag Garages.

Profile of Manickbag automobiles Pvt ltd:
Manickbag Automobiles Pvt Ltd is the authorized dealer of Telco, now Tata motors
vehicles and spare parts. It has its 3 branches operating outside Belgaum at Ankola,
Hubli and Bijapur. Mr. S. S. Mirji and Mr. Ramesh Shah look after Belgaum branch.
a.Hubli: This branch was opened in year 1984 and is located at Vidyanagar Hubli. Mr.
Ashok Mirji, Mr. Sarang Shah and Mr. Sanjot Shah are in charge of this branch.
b. Bijapur: this branch came into existence in the year 1996 and is located at Soap
road, Bijapur and Mr. Shailesh Shah is in-charge of this branch.
c.Ankola: This branch was started in the year 1999 and is managed by manager.
BOARD OF MANAGEMENT
1. Mr. Shashikant Mirji [Chairman]
2. Mr. Ashok Mirji [Executive Director]
3. Mr. Bhushan Mirji [Executive Director]
4. Mr. Sheel Mirji [Executive Director]
5. Mr. Ramesh shah [Executive Director]
6. Mr. Sarang Shah [Executive Director]
7. Mr. Sanjot Shah [Executive Director]
8. Mr. Ashok Shah [Executive Director]

Present Business Lines

1. Hindustan Petroleum --- Since 1950
2. Simpson --- Since 1951
3. MICO --- Since 1956
4. Kirloskar Bearings --- Since 1975
5. Tvs Motor Co. --- Since 1980
6. Sesa Goa. Pig iron ,coke &coal --- Since 1990
7. Tata Motors --- Since 1992

BRANCHES OF MANICKBAG:
Head Office : Belgaum
Branch :
• Belgaum,
• Bijapur.
• Ankola.
• Gulbarga.
Service Setup
• Bagalkot
• Bidar
• Chikodi
MAN POWER:
• Workshop :59
• Sales teams : 28
• Drivers : 4
• Contract employees : 30
The group was converted in to private limited on 1st April 2002

ACHIEVEMENTS:
1. Best dealership award from Tata motors [TELCO]

2. Best dealership award from MICO
3. Best dealership award from TVS Motors Co.
ACTIVITIES:
1. Sales of Tata motors Cars.

2. Service/Repair of all range of Tata Cars.
3. Sales of Tata Cars Spares Parts.
COMPETITORS:
The main competitors for Manickbag Automobiles are:
1. Shantesha Motors Belgaum , for Maruti Suzuki

2. Bellad Motors, Belgaum ,for Chevrolet
3. Ashanti Motors Belgaum, for Hyundai
THERE ARE TWO MAIN DIVISIONS IN THE FIRM. THOSE ARE:
• Commercial Vehicle Division(CVD)

• Passenger Car Division(PCD)
DEPARTMENT PROFILE: There are mainly four departments in Manickbag Auto mobiles
Pvt Ltd. They are
1. Sales Department.
2. Service Department.
3. Spares Department.
4. Accounts/ Finance Department.

PART IV :
SWOT ANALYSIS ON MANICKBAG AUTOMOBILES
STRENGHTS:
1) The customers can ask test drive.
2) The customers are attended as soon as they come.
3) They have their own finance.
4) The dealers have high goodwill in the market for their service.
5) Presence of effective flow of communication between the departments of Manickbag is the
greatest strength, which ensures smooth flow of operations.
WEAKNESS:
1) Tough competition from other companies

2) The dealers prefer experience rather than talent for higher post.
3) Difficulty in marketing Petrol cars as it is set in minds of public that Tata is for diesel
vehicles.
OPPORTUNITIES:
1) Can capture rural areas when they are going to launch their new vehicle.
2) The dealers can go for diversification.
3) The dealers can conduct exchange promotional activities to increase its sales.
4) Potential marker in low-income group and rural areas.
THREATS:
1) Ever changing market trends.

2) Competition from other models.
3) Globalization and privatization
4) Any sudden change in Government policy may affect the sales.
5) New incentive from competitors like price and quality.
ORGANIZATION STRUCTURE
PVD
MANAGING PARTNER
Sales Spares Account Service
Manager Manager Manager Manager
Sales ASM
Administration Service Staff
Executive
Staff
Store Service Advisor

Supervisor
Keeper
Works I/C
Biller
Supervisors
Cashier
Mechanics

ORGANISATION STUDY OF THE MANICKBAG AUTOMOBILE PVT LTD
HUMAN RESOURCE (HR) DEPARTMENT:
It is a nodal department for all the concerns & departments. Its area of functions is quite large.
Operations of HR department are centralized in the Manickbag & are headed by senior
Personnel officer.
HR Department Functions Includes:

1. Recruiting & Selecting.
2. Maintaining the attendance.
3. Sanctioning leave, calculating wages & salary.
4. Training.
5. Performance appraisal.
The working hours are morning 9 am to 6 pm. Lunch hour is from 1 pm to 2 pm. The
employees carry out total 8 hours of work every day. Workers are been provided with identity
card to register their presence in the work place where the work signs the register at the gate
everyday at 9 am. Before leaving the work place every worker is checked by security guard &
only then is allowed to leave the work place. Spare parts or any other material is allowed out of
work place only after the issue of gate pass
FINANCE DEPARTMENT:
The main office at Belgaum maintains the accounts of all sister concerns i.e. centralized in the
main office.
The subordinate to managing partner for finance department is an Asset Manager Accounts who
is in charge of routine finance functions. Separate accounts books are maintained for each sister
concern & branches & at the end of financial year annual report is declared calculating profit &
loss by considering total sales & expenses incurred.
The expenses include wages salaries advertisement etc.

MANICKBAG AUTOMOBILES PVT LTD
Tata Motors brand of vehicles can be classified into,
1. Commercial Vehicles.
 LCV (Light Commercial Vehicles).
 HCV (Heavy Commercial Vehicles).
2. Utility Vehicles.
3. Passenger Cars.
Manickbag Automobiles Pvt Ltd deals with these entire brands of vehicles & are also
authorized Tata spare parts dealers & distributors. Manickbag Automobiles has the following
departments,
1. Vehicles Sales Department.

2. Spare Parts Sales Department.
3. Service department.
VEHICLES SALES DEPARTMENT:
It performs following functions as listed below,
1. Handling Enquiries.
2. Collection of customer information.
3. Giving Vehicles demo to Customers
4. Customer’s follow-up.
5. Responsible for sales of the sales.

SPARE PARTS SALES DEPARTMENT:
In Manickbag there is separate department of spare parts, it sells around 25,000 types of
genuine spare parts. Manickbag follows two methods of spare parts sales.
1. Direct sales: Under this method sale at the department counter sales & retailing of spare
parts in & around Belgaum district is taken.
2. Workshop sales: Includes sales of spare parts at the service department. So to respond
quickly to the requirements of service department.
MANICKBAG SERVICES DEPARTMENT:
Manickbag has a service station under its sister concern Manickbag services with proper
infrastructure. The Manickbag services are operated on the guidelines of Tata Motors. Facilities
available at Manickbag services,
 All repairs are carried out all under one roof.

 Availability of complete machine shop for engine rebuilding.
 All time mobile service facility.
 Telco trained mechanics.
 Same day delivery facilities accept major blocks.

TITLE OF THE STUDY:
“CUSTOMER SATISFACTION AT MANICKBAG

AUTOMOBILES BELGAUM”
Statement of the problem
“Management wants to know the customer satisfaction level towards the service
provided by Manickbag Automobiles”
This particular topic was selected because customer satisfaction is very important
element for organization to increase the selling of the product, and to study why the more
customers are going to Manickbag Automobiles to get their car serviced. What they expect from
the authorized service centre. What are more improvements they want to from the dealer.
Tata car customer’s survey provides a channel, to know the improvements required in
the authorized service center. This helps the company and management to build up and increase
the sales.
Objective of the study:
Main objectives
“TO KNOW THE CUSTOMER SATISFACTION TOWARDS MANICKBAG

AUTOMOBILES PVT LTD”

SUB OBJECTIVE
• To analyze the services provided by Manickbag Automobiles
• To know the expectation of customers towards Manickbag Automobiles.
• To find out the satisfaction level of the customers of Manickbag

Automobiles.
• To provide the recommendation to the management to improve its

service.

SCOPE OF THE STUDY
This study provides an insight into customers satisfaction of TATA vehicles and throws light on
performance of the company according to customer of Belgaum, the study provides relevant
information to the company and dealers, through which they can take corrective steps on the
aspects in which they can make improvements to, improve the satisfaction level.
LIMITATIONS:
1. More sample size would have given more accuracy.
METHODOLOGY:
Surveys are the most common method of generating primary data. The survey yields a broader
range of information as compared to the methods of observation and experimentation. The
information gathered by the surveys is effective for a greater number of research problems. A
survey means a planned effort to collect the needed data from a representative sample of the
relevant population.
This project deals with the statement of problem, scope of the study, objectives of the study,
concepts followed, methodology, sampling techniques, field work under taken, analysis of data
and limitations of study.

AREA OF SURVEY: BELGAUM CITY
SAMPLE SIZE : 50
TYPE OF DATA:
Primary data: Survey (questionnaire)
Secondary data: Dealer, Magazines, Website.
SAMPLE PROFILE:
This refers to the method of data collection. The primary data was collected through
questionnaire
TOOLS OF DATA COLLECTION:
The questionnaire prepared after discussion with the guide, is the tool for primary
data collection. The questionnaire was prepared to obtain the response from the Customers.
Secondary data was collected from Magazines, Website and catalogues of the
company.
FIELD WORK:
After the approval of the questionnaire the field work carried out within the
geographical areas of Belgaum.

DATA ANALYSIS:
Completed questionnaires were used for various tables. The data gathered was
tabulated and classified and their means were calculated. Each and every suggestion and
points are considered and the findings are analyzed.
Graphs and charts were used to illustrate the findings and statistics. Through these
analyses the suggestions are given so that as and when they are needed they can be analyzed
by the company.

Customer Satisfaction Research –why?
Customer satisfaction research is an important two way communication tool. It can

communicate to customers
• A focus on customer satisfaction

• A willingness to let the customer set standards
• An overall commitment to quality and continuous improvement
In addition to ratings and suggestions for improvement, customers can communicate
many other messages when responding to satisfaction surveys:
• Information about how they use products or services

• A request to be contacted regarding a problem
• A suggestion or new product information
• Up dated information about changes of addresses, telephone and
facsimile numbers, etc
If a company communicates its message clearly and listen to customer input, a wealth of
knowledge can be accumulated regarding differences between market segments, the
effectiveness of the company’s improvement efforts, and other variables which impact growth
and profitability. Ways in which service quality contributes to success outlining the steps in the
“service profit chain.”

1) Which TATA car model do you own?
INDICA INDIGO INDIGO INDICA VISTA NANO GRANDI TATA SAFARI

MANZA
25 8 4 4 6 2 1
INTERPRETATION:
Out of the people surveyed 50% of them own Indica that shows popularity and high usage of
the car. where as we can notice the graph for Grande &Tata safari is low compared to the rest
as these two cars are MUV’S (MULTI UTILITY VEHICLES) hence the usage these cars for
daily use is less, also these cars highly priced this also may be the reason for people not to
prefer these cars.

2) Which year was the car purchased?
INTERPRETATION:
As the survey was been conducted with the help of customer database provided by
Manickbag automobiles for the financial year 2009-10.hence all the customers surveyed
have purchased their vehicles in the same year.
3) When was the last time your Tata vehicle was serviced with a Tata dealer?
INTERPRETATION:
most of the customers have serviced their cars during a free service camp organized by
Manickbag automobiles in the month of march also as the customers survey have purchased
their cars in the yr 2009-2010 they have a facility of free servicing which is once in two and is
been intimated by the company itself .

4. Did you have an advance booking for the service, was it convenient for you?
INTERPRETATION:
Out of the customers surveyed around 98% have been regular users of the advance booking
facility for service of their vehicle at Manickbag automobile Pvt ltd
And only 2% of the customers do not always use the advance booking as for the emergency
especially the owners of Tata Nano.

5) Your view on the dealership of Manickbag automobile.
a) Convenience of operating hours
excellent very good good fair poor

a) Convenience of operating hours 1 3 35 8 3
INTERPRETATION
As per the survey conducted the convenience level of operating hours, 70% of
customers felt it was good, 6% of customers felt it was poor.

b) Availability and convenience of parking
b) Availability & Convenience of parking 3 6 29 10 2

INTERPRETATION

c) comfort of waiting area 2 8 25 13 2
Based on the survey it is ascertained that 58% of people felt it was good and they
were convenient with the parking facility available at Manickbag, where as a very
less percentage i.e. around 4% of people felt that they were not at all satisfied with
the parking facility and felt it was poor.
C) Comfort of waiting area.
INTERPRETATION

Comfort level of the customers at Manickbag in concern to the waiting area is
Very much satisfactory as around 50% of the customers’ surveyed feel it is good
and a very less percent i.e. 4% feel it is poor.
D) Cleanliness of service reception area.

d) Cleanliness of service reception 0 9 27 10 4
area

INTERPRETATION
As per the survey around 54% of customers are satisfied with the cleanliness at
the reception at Manickbag but not even a single person feels it is excellent.
e) Handling of telephone enquires in a professional and friendly manner.

e) Handling of telephone enquires 1 5 27 14 3

INTERPRETATION:
As per the results of the survey 54% of the customers are satisfied and felt
good with the telephone enquiry service provided by Manickbag is
professional and friendly and also it is convenient for them.
f) Ease of getting an appointment for service/repair.

f) ease of getting an appointment for 0 5 33 9 3
service

INTERPRETATION
As per the survey we can interpret that a major mass population feels it is very
easy to get an appointment for service.
g) Friendliness and helpfulness of staff.

g) Friendliness & Helpfulness of staff 0 7 28 11 4

INTERPRETATION:
As per the survey we conclude that friendliness and helpfulness of staff at

Manickbag is good. But none of them felt it is excellent.
\H) Willingness to listen and understand your service needs.

h) willingness to listen & understand 0 7 20 15 8
your service needs

INTERPRETATION:
Here we can see that not a convincing percentage of people think that the willingness to listen &
understand your service needs is good. As we can see that around 30% of the customers think
that it is fair and none feel it to be excellent.
6. If your vehicle was under warranty was it immediately accepted or it took time for a decision
to be taken?
INTERPRETATION: Around 80% of the customers surveyed for this project have mentioned
that they have never come across the warranty problems and their cars were accepted
immediately.
Out of the 20% left, the remaining 10% of the customers have mentioned of having warranty
problems and the management has considered the problems and solved as soon as they could,
the reaming 10% have told that they have major issues of the warranty cases and have filed a
case in the consumer court of law.

7) Vehicle hand over /Delivery
A) Explanation of work performed.
a) explanation of work performed 0 5 25 9 11

INTERPRETATION:
Here we can observe that about 50% of the customers think that the explanation of the worked
performed is good enough. But 22% of the customers feel it is poor on the part of explaining the
work performed and none of them feel it is excellent.
b) Quality of work performed.

b) quality of work performed 0 4 20 12 14

INTERPRETATION:
From the findings above we can see that none of the customers feel it is excellent and around
28% of them feel it is poor , also about 40% of them feel it’s good .
c) Fairness of charges for service/repair work and parts.
c) fairness of charges for services & 1 3 23 16 7

parts


d) cleanliness of the car after 0 7 31 7 5
service /repair
INTERPRETATION:
Around 46% of the customers feel that the charges charged for the service and parts is
satisfactorily good, also about 32% of them feel it is fair enough.
d)cleanliness of the car after service/repair.
INTERPRETATION:
More than half of the customers surveyed i.e. 62% of customers feel that the cleanliness of the
car after service is good and satisfactory.

8) Dealership contact for post service.
yes no
a) were you contacted regarding the service 43 7

INTERPRETATION
As we can see that a major section of the population surveyed were contacted post service
regarding the job performed was up to their satisfaction.
b) Were you contacted by the dealer within 48 hours of delivery done?
Yes no
b)were you contacted bt the dealer within 48 hrs 46 4

INTERPRETATION:
Here we can conclude that only a very few people i.e. 8% of them were not been contacted post
service within 48 hours by the dealer.
9) How was your overall experience?
9. overall experience excellent very good good fair poor

0 8 26 10 6
INTERPRETATION:

We can interpret from the findings that about 52% of the customers feel it is good and about
16% of them feel it is very good and they are satisfied with overall experience of servicing
their cars at Manickbag. Whereas none of them expressed that the overall experience of
service provided is excellent.
10) Will you recommend others for service in this workshop?
will you recommend others for service for this Yes no

workshop?
38 12

INTERPRETATION:
More than half of the population surveyed said that they would recommend others for servicing
their vehicles in Manickbag workshop. Whereas 24%of them were not satisfied and felt not to
recommend others for their servicing of cars in the workshop.
HYPOTHESIS OF THE STUDY
H0: less than equal to 50% of the customers are satisfied with the services provided by Manickbag automobiles
Pvt ltd. (<=50%)
H1: More than 50% of the customers are not satisfied with the services provided by Manickbag automobiles
Pvt ltd. (>50%)
Since sample size >30, hence Z test is applicable.
Assumed significance level is 5%.
Standard deviation =0.64
Sample size= 50
σ p= √ p(1-p)/(n-1)
=√ (0.5*0.5)/ (50-1)
=0.0714
CV=P+Z*σp
=0.5+1.96(0.0714) =0.63

The critical value of z at 5% significance level=1.645 and 1% level= 1.28
Therefore Calculated z < critical value of z. Hence it lies in the acceptable region.
Hence null hypothesis is accepted
Conclusion: The satisfaction level is greater than 50% with 5% chance of making an error.
FINDINGS:
• Most of the customers were satisfied with the advance booking for the service of the car,
and felt it was convenient for them.
• 70% of customers were very much satisfied with the operating hours
• 58% of customers were satisfied with the availability and convenience of parking.
• 50% of customers are comfortable in waiting in waiting area of the service station.
Whereas 54% are satisfied with the cleanliness of service reception area.
• 54% of the customers are satisfied with Handling of telephone inquiries in a professional
and friendly manner.
• 66% of customers felt it was easy of getting appointment for service.

• 56% of customers feel satisfied with the friendliness and helpfulness nature
• 50% of customers feel that the explanation of work performed is good .22% of
customers feel it’s poor; they are not satisfied with the explanation of work performed.

• 40% of customers feel that the quality of work performed is good.

• 46% of customers feel the charges charged for services and spare parts are good.
• 62% of customers were satisfied with the cleanliness of the car after service
• 86% of customers were being contacted post service regarding the service which was
carried out was as per your satisfaction. Whereas 92% of customers were been contacted
within 48 hrs by the dealer.
• 20% of customers faced warranty problems.
• From the above hypothesis study, it was interpreted that less than an equal 50% of
customers surveyed are satisfied with the services provided by Manickbag automobiles
Pvt ltd, with a 5% chance of making an error
SUGGESTION
• More service packages should be offered to the customers to meet

their requirements.
• Customer’s level of satisfaction should be checked in regular
intervals.
• Quality of work performed should be improved
• System for reliable service should be introduced so that each time

customer receives the same standard services.

• To know the problems faced by the customer at the time of post sales
service Manickbag automobile should conduct free check up camp, and
collect the feedback of the customer at the time of service.
• So the firm should provide good service to maintain and built the
goodwill among the customers.
• To see that the customers warranty issues are been claimed

immediately as per the norms.
CONCLUSION
If a company communicates its message clearly and listen to customer

input, a wealth of knowledge can be accumulated regarding differences

between market segments, the effectiveness of the company’s efforts, and

other variables which impact growth and profitability
• According to my survey more than 50% of the customer are satisfied with
Manickbag automobile and the service provided by them.
• So the company should provide good service and retain their customers
• As per my conclusion the firm is of much importance, as they have a brand

and status in the city. There is constant demand for Tata vehicles, and if they
provide better service to their customer then they can delight the customer
with the service.

QUESTIONNAIRE -I
Dear Sir/ Madam
I am pleased to introduce myself Priyanka Sadalge as a MBA student of 2 nd

semester of KLS IMER COLLEGE Belgaum
As a part of my study, I am conducting market survey on “Customer

Satisfaction towards services provided by the dealer” Manickbag Automobiles Pvt Ltd.
Belgaum
So I kindly request you to spare your precious time to fill this questionnaire,
which helps me to carry out and complete my survey efficiently to provide the appropriate and
satisfactory results.
PERSONAL INFORMATION:
NAME
OCCUPATION
1. Which TATA car model do you own?
Ans: -----------------------------------------------------------
2. Which year was the car purchased?
Ans: --------------------------------------------------------------------
3. When was the last time your Tata vehicle was serviced with a Tata dealer?
Ans: -------------------------------------------------------------------------------------------

4. Did you have an advance booking for the service, was it convenient for you?
Yes No
Reason for the same ---------------------------------------------------------------------------------------
5. Your view on the dealership of Manickbag automobile
ONAL IN
Very
Excellent Good Fair Poor
Good
a) Convenience of operating hours
b) Availability & convenience of parking
c) Comfort of waiting area
d) Cleanliness of service reception area
e) Handling of telephone inquiries in a
professional and friendly manner
f) Ease of getting an appointment for

Service/Repair
g) Friendliness & helpfulness of staff
h) Willingness to listen & understand your

service needs

66. If your vehicle was under warranty was it immediately accepted or it took time for a decision to
taken ?
Ans
-------------------------------------------------------------------------------------------------------------------------------------
77. Vehicle hand over / delivery
Very
Excellent Good Fair Poor
Good
a) Explanation of the work performed
b) Quality of work performed
c) Fairness of charges for service/repair work
and parts
d) Cleanliness of the car after service/repair
8888. Dealership contact for post service?
a) Were you contacted following the service/repair to make sure work was carried
out to your satisfaction? Yes No
b) Were you contacted by the dealer within48 hours of delivery done?
9999. How was the overall experience?

Excellent Very Good Good Fair Poor
110. Will you recommend others for service in this workshop?
Yes No

REFERENCES
BIBLIOGRAPHY
1. Manickbag Customer Database

2. Manickbag Catalogue
3. Manickbag automobiles company profile documents
WEBLIOGRAPHY
• www.tatamotors.com

Customer Satisfaction Level On Services Provided

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Manickbag Automobile Pvt ltd

KARNATAKA LAW SOCIETY’S

INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH.

[Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi]

“Manickbag Automobiles Pvt Ltd , Belgaum”

UNDER THE GUIDANCE OF

INSTITUTE GUIDE ORGANISATION GUIDE

Prof. Amrutha Mishrikoti Mr.Mahantesh Hiremath

(Faculty KLS IMER Belgaum) (Sales Manager Manickbag

KLS IMER College Belgaum Page 1

INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH, BELGAUM.

[Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi]

concurrent project On “Customer Satisfaction level on services provided” at

Manickbag Automobiles Pvt Ltd at Belgaum”, in partial fulfillment Of the

requirement for the Award of Masters Degree in Business Administration from

Karnataka University Dharwad, during the Academic year 2009-2010.

INSTITUTE GUIDE DIRECTOR

Prof. Amrutha Mishrikoti Dr.

KLS IMER College Belgaum Page 2

KLS IMER College Belgaum Page 3

KLS IMER College Belgaum Page 4

Manickbag Group was founded in 1920 by 2 families, Dharmappa Mirji and

The information is collected through structured questionnaire & personal

KLS IMER College Belgaum Page 5

TATA MOTORS IN INDIA

Tata Motors Limited

Type Public (NYSE: TTM)

Products Commercial vehicles

KLS IMER College Belgaum Page 6

TATA MOTORS PROFILE

Tata Motors established in 1945, Tata Motors is India's largest automobile

Research and development

KLS IMER College Belgaum Page 8

KLS IMER College Belgaum Page 9

KLS IMER College Belgaum Page 10

Tata motors Cars

Tata Indica V2 Xeta

Tata Indica V2 Turbo

Tata Indigo Marina

KLS IMER College Belgaum Page 11

Location: Khanapur road

KLS IMER College Belgaum Page 12

History of Manickbag Group and concerns

KLS IMER College Belgaum Page 13

In 1991 Manickbag Automobiles shifted from Ashok Leyland to TATA MOTORS.

1. Manickbag Automobiles Pvt. Ltd

KLS IMER College Belgaum Page 14

Profile of Manickbag automobiles Pvt ltd:

KLS IMER College Belgaum Page 15

Present Business Lines

KLS IMER College Belgaum Page 16

Head Office : Belgaum

The group was converted in to private limited on 1st April 2002

KLS IMER College Belgaum Page 17

1. Best dealership award from Tata motors [TELCO]

1. Sales of Tata motors Cars.

The main competitors for Manickbag Automobiles are:

1. Shantesha Motors Belgaum , for Maruti Suzuki

THERE ARE TWO MAIN DIVISIONS IN THE FIRM. THOSE ARE:

• Commercial Vehicle Division(CVD)

KLS IMER College Belgaum Page 18

1) Tough competition from other companies

1) Ever changing market trends.