COSTOMER SATISFACTION AND

BUYING BEHAVIOUR

By – Sandeep Kumar 1208150

Section - B
 COMPANY PROFILE
The business operations of the Tata Group currently encompass seven business
sectors: communications and information technology, engineering, materials, services,
energy, consumer products and chemicals.

The Group employs around 350,000 people worldwide.

The Group’s 27 publicly listed enterprises have a combined market capitalization of

some $60 billion, among the highest among Indian business houses, and a shareholder
base of 3.2 million.

The major companies in the Group include Tata Steel, Tata Motors, Tata Consultancy
Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata
Communications.

Tata Steel became the sixth largest steel maker in the world after it acquired Corus.
 COMPANY HISTORY
Founded by Jamsetji Tata in 1868.

Tata Motors, which made India’s first indigenously developed car, the Indica,
in 1998 .

Recently unveiled the world’s lowest-cost car, the Tata Nano, for commercial
launch by end of 2008.

The first automobile in India rolled in 1897 in Bombay.

 MANAGEMENT
Board of Directors
Mr. Ratan N Tata (Chairman)
Mr. Ravi Kant
Dr. J J Irani
Mr. R Gopalakrishnan
Mr. Nusli N Wadia
Mr. S M Palia
Dr. R A Mashelkar
Mr. Nasser Munjee
Mr. Subodh Bhargava
Mr. V K Jairath
Mr. Ranendra Sen
Mr. Carl-Peter Forster
Mr. P M Telang
 
 FIVE CORE VALUE OF TATA
Integrity: We must conduct our business fairly, with honesty and transparency. Everything we
do must stand the test of public scrutiny.
 
Understanding: We must be caring, show respect, compassion and humanity for our colleagues
and customers around the world, and always work for the benefit of the communities we serve.
 
Excellence: We must constantly strive to achieve the highest possible standards in our day-today
work and in the quality of the goods and services we provide.
 
Unity: We must work cohesively with our colleagues across the Group and with our customers
and partners around the world, building strong relationships based on tolerance, understanding
and mutual cooperation.
 
Responsibility: We must continue to be responsible, sensitive to the countries, communities
and environments in which we work, always ensuring that what comes from the people goes
back to the people many times over.
CUSTOMER SATISFACTION
 ACCORDING TO TATA MOTORS

“A customer is the most important visitor on our

premises
He is not dependent on us,
We are dependent on him,
He is not an interruption on our work,
He is the purpose of it.
He is not an outsider on our business,
He is part of it.
We are not doing him a favor serving him,
He is doing us a favor by giving us the
Opportunity to do so”
 SATISFACTION LEVEL
Expectation---------------satisfaction---------------------reality
If you get what you expected

Expectation---------------dissatisfaction----------------reality
If you get less than you expected

Expectation---------------delight--------------------------reality
If you get more than you expected
 When customers don’t complain they go somewhere
else……….

Customers don’t complain. They pass on their dissatisfaction to their

colleagues, family, suppliers, consultants, managers, sports club,
grandparents, neighbors, to
you…….
CONSUMER BUYING BEHAVIOUR
Problem identification
Information search
Evaluation of alternative
Choice of purchasing decision
Post purchase behavior
 CHARACTERISTICS OF BUYER BEHAVIOUR
The chief characteristics of the buyer’s behaviors are as Follow:-
It consists of mental and physical activities which consumers undertake to get goods
and services and obtain satisfaction from them.
 
It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities-such as forming attitudes,
perceiving advertising material, and learning to prefer particular brands.
 
Consumer behaviors are very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change .
 
The individuals specific behaviors in the market place is affected by internal factor,
such as need , motives, perception, and attitudes, as well as by external of
environment influences such as the family social groups, culture, economics and
business influences.
 QUESTIONARE
1. HOW LONG YOU ARE ASSOCIATED WITH TATA MOTORS?
2. ARE SALESPERSONS ARE KNOWLEDGABLE?
3. EMPLOYEE SPENT ENOUGH TIME WITH YOU BEFORE SALES?
4. WHICH IS THE MOST ESSENTIAL THING YOU PREFER WHILE
BYING VEHICLE?
5. ATTRACTIVE DISCOUNTS OFFEREED?
6. OFFERED A TEST DRIVE?
7. SERVICES AT TATA ARE?
8. DOES BRAND VALUE AFFECT YOUR DECISION ON BUYING
VEHICLE?
9. POST PURCHASE FOLLOWS UP DONE?
10. TATA CARS GIVES VALUE FOR MONEY?
HOW LONG YOU ARE ASSOCIATED WITH TATA MOTORS?
7
11
0-1 year - 7 0 - 1 year
1-2 years - 15 1 - 2 years
2-5 years - 17 3 - 5 years
15
5-ABOVE
5- ABOVE - 11
17

ARE SALESPERSONS ARE KNOWLEDGABLE?

2
5
10
SD
Strongly Disagree 2 DIS
11 ND n NA
Disagree 5
AGREE
Neither Disagree Nor Agree 11 SA
Agree 22 22
Strongly Agree 10
EMPLOYEE SPENT ENOUGH TIME WITH YOU BEFORE
SALES? 3 2
Strongly Disagree 3 SD
19
Disagree 2 11 DIS
Neither Disagree Nor Agree 11 ND n A
Agree 15 AGREE
SA
Strongly Agree 19
15
WHICH IS THE MOST ESSENTIAL THING YOU PREFER WHILE BYING
VEHICLE?
7
SAFETY - 22 SAFETY
PRICE - 11 22 PRICE
FUEL MILAGE – 10 10 FUEL
COLOR - 7 MILAGE
COLOR
11
ATTRACTIVE DISCOUNTS OFFEREED?

Strongly Disagree 8 8 8
Disagree 7 SA
Neither Disagree Nor Agree 17 DIS
7
Agree 10 10 ND n A
AGREE
Strongly Agree 8
SA

17

OFFERED A TEST DRIVE? 15

YES - 35 YES
NO - 15 NO

35
SERVICES AT TATA ARE ?

Bad 3 3
7 BAD
Very bad 7 15 V BAD
Neither bad Nor good 11 NB n G
Good 14 GOOD
Excellent 15 11 EXCT

14
DOES BRAND VALUE AFFECT YOUR DECISION ON BUYING VEHICLE?

YES - 34
NO - 16 16
YES
NO
34
POST PURCHASE FOLLOW UP DONE?
2
Strongly Disagree 0 9
SD
Disagree 2 20 DIS
Neither Disagree Nor Agree 9 ND n A
Agree 19 AGREE
Strongly Agree 20 SA
19

TATA CARS PROVIDES VALUE FOR MONEY?

Strongly Disagree 3
Disagree 8 3
Neither Disagree Nor Agree 14 11 8 SD
Agree 14 DIS
Strongly Agree 11 ND n A
AGREE
14 14 SA
 CONCLUSION
People feel that it is the people’s car as it is satisfactory on
all other parameters: knowledgeable sales persons ,
employees spent enough time before and during sales ,
prices are affordable, attractive discounts are offered,
service at TATA Motors service station is excellent.
And is value for money . The overall opinion about TATA
Motors is very good.
 SUGGESTION
 
Based on the findings from the analysis the following suggestions could be made:
 
Demo of the product should be made available to Customers, since most of the
purchase decisions are based on it.
 
Technical details should be made available to the customers in the most
accurate numerical form.
 
Promotional activities should be done.

Attractive discount offers should be given.

 
Thank
you