COMMERCIAL VEHICLES INDUSTRY PROFILE

The following are the main players in the Production of Commercial Vehicles in India:

Ashok Leyland Ltd. Hindustan Motors Ltd. Telco Force Motors Ltd. (Previously known as Bajaj Tempo Ltd) Eicher Motors Ltd. Mahindra & Mahindra Ltd. Swaraj Mazda Ltd. Tata Motors

Ashok Leyland Ashok Leyland is one of the biggest players in the Production of Commercial Vehicles in India. Ashok Leyland is one of the oldest automotive companies of India. It was set up in 1948 in Madras (now called Chennai) to assemble Austin cars. However, the company's future changed after British Leyland made equity participation. Hence the company became Ashok Leyland in 1955 and started the Production of Commercial Vehicles. They offer a wide range of in Heavy and Light Commercial Vehicles varying from buses, trucks, and engines to special application vehicles. They were the first company in the history of India to win the ISO 9002 Certification in 1993. Again it became the first Indian company to receive ISO/TS 16949 Corporate Certification. Their global ambition is very simple; it is Global Standards, Global Markets. Hindustan Motors Ltd Hindustan Motors Ltd is one of the oldest car manufacturing company in India. It 1

was founded in 1942. It manufactures a wide range of vehicles from cars to trucks to school buses to trekker to porter. However, it is more popular for one of its particular car model called the Ambassador. But, at the same time it does manufacture a lot of Commercial Vehicles as well. It was one of the leading players in cars till the early 80's but could not maintain its position after globalisation came into effect and the markets were opened. It has its manufacturing plants in Uttar Para- West Bengal, Pithampur- Madhya Pradesh, Thiruvallur- Tamil Nadu and Hosur- Tamil Nadu. Telco Telco deals with Heavy Commercial Vehicles, Light Commercial Vehicles, and Multi-Utility Vehicles etc. Telco was set up in 1945 to manufacture steam locomotives. Now it's the largest private sector company in Commercial Vehicle manufacturing. The four manufacturing plants of Telco are located in Jamshedpur in Jharkand, Pimpri and Chinch wad in Pune (Maharashtra) and Lucknow in Uttar Pradesh. It has a market share of 31.2% in Multi Utility Vehicle Segment. Force Motors Ltd. (Previously known as Bajaj Tempo Ltd) Force Motors Ltd. (Previously known as Bajaj Tempo Ltd) is a promising company in the Commercial Vehicle segment. The company is now working on the project of introducing state-of-the-art range of trucks. The company has different technological collaboration with many international giants. Hence, it has an upper edge with new and modern technology. They are also working on eco friendly CNG bus engines. They are the only company to have a full range of Commercial Load carrying vehicles.

Eicher Motors Ltd. Eicher Motors Ltd. deals with the manufacturing of Commercial Vehicles. They mainly deal with buses, trucks and chassis. These products comply with all the specifications of BS II norms. Its CNG Technology is also known to be the very best in the market. Mahindra & Mahindra Ltd. Mahindra & Mahindra Ltd. has a huge Indian market with Multi Utility Vehicles. It was originally set up in 1945 to cater to general-purpose utility vehicles. However, today it is one of the top five manufacturers of tractors in the world. Swaraj Mazda Ltd. Swaraj Mazda Ltd. deals with the manufacturing of Light Commercial Vehicles. They mostly manufacture buses, trucks, police personnel carrier, ambulance, water tankers and special vehicles. The company was formed in 1983 and production started from 1985. Tata Motors Tata Motors is one of the most important fore runners of the Indian automobile industry. They believe in focus and state-of-the-art facilities. They probably have the best infrastructure required for the assurance of manufacturing quality vehicles. They deal with M&H Commercial Vehicles, Intermediate Commercial Vehicles, Light Commercial Vehicles, Small Commercial Vehicles, and Utility Vehicles Etc. In the Commercial Vehicles segment, they mostly manufacture buses and trucks. They even have a good range of passenger vehicles as well.

COMMERCIAL VEHICLES INDUSTRY

COMPANY PROFILE

SHREE AMBICA AUTO SALES & SERVICE

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. The company offers.. Sales of TATA Commercial vehicles 6

Finance Facilities Services & repairs of TATA Commercial vehicles Genuine Spare Parts Recon Engine & Aggregates 7 Days a week service Onsite Services Annual Maintenance Contract Quick service repair facilities Night halt facilities for drivers 24 hrs. Mobile Service van Towing facilities Accident repairs & A complete transport solution

The company delivers.. Services through professionally managed staff Services & repairs through skilled technicians Sales & services of Lucas Electricals Sales & services of Rane power steering Services of Mico FIP Services of TATA Hitachi Excavators engines at site Onsite services for Tippers Quick Service Bays 7 Days working

LITERATURE REVIEW Purpose: The literature review provides valuable insight and help in deciding the issue on which data has to be collected. Here one source will lead to another. The sources that are collected should be relevant and well conversant with the theories and records. The review of literature provides guidance in removing the gaps in the theories or whether the existing studies relevant to the problems under study are inconsistent with each other. The study on problem provide the difficulties which are present in the existing study and to wash out such difficulties it becomes necessary to go for literature review.

CUSTOMER SATISFACTION:
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.

Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.

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.

Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behaviour, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviours, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. According to Garbrand, customer satisfaction equals perception of performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of the performance of the organisation being measured. 9

J.D. Power and Associates Reports: Despite Pressure to Score Well on Customer Satisfaction Surveys, Automotive Dealer Coaching of Customers is Not Widespread or Effective

The vast majority of dealer service customers who respond to customer satisfaction surveys are not coached by dealers on how to rate their experiences, and the small percentage who are tend to give their dealer significantly lower satisfaction scores, according to the recently released J.D. Power and Associates 2004 Customer Service Satisfaction Study. The study, which surveyed more than 97,000 new-vehicle buyers on their satisfaction with the dealer service department during the first three years of ownership, asked whether anyone at the dealership attempted to influence the way they filled out a customer satisfaction survey. In only 6 percent of the cases did the customer indicate that they were "coached" in this way.

"Industry critics often speculate that it is a common practice among dealers to coach customers on satisfaction tracking surveys because they are under pressure to score well by the manufacturers," said Joe Ivers, executive director of quality/customer satisfaction at J.D. Power and Associates. "In reality, only a very small percentage of dealers try to influence how their customers rate their service, and interestingly, when it does happen, it tends to result in significantly lower customer satisfaction ratings."

Although the majority (60 percent) of those who said the dealer attempted to influence their survey responses stated it had no impact on their satisfaction, their actual overall satisfaction scores were substantially lower than those who said they were not coached. The average overall index score rating from respondents who said the dealer attempted to influence them is 795 index points out of a maximum 1,00072 points lower than those who said they were not coached. Further, 20 percent of respondents claimed that coaching actually lowered their satisfaction levels, and their scores plummet to 660207 points below the average score.

"This can have a devastating impact on CSI," said Ivers. "A 72-point penalty is enough to drop a top-scoring franchise in CSI down to near the bottom of the rankings."

10

The study also finds the percentage of respondents who claim the dealership personnel attempted to influence their response to satisfaction surveys doubles to 12 percent when service is not up to par, when the work was not completed right the first time, or when the vehicle was not ready when promised.

"Clearly some dealer personnel are attempting to mitigate a problem they know they have. But the attempt is usually transparent, and comes off as disingenuous," said Ivers. "Auto companies and dealers recognize the obvious benefits of satisfying customers. Satisfied customers often bring repeat business and tell their acquaintances about the experience. While a few dealer personnel find creative ways to garner positive feedback, even when its undeserved, the reality is customer satisfaction is driven by truly satisfying customers, not trying to influence their satisfaction surveys."

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RESEARCH METHODOLOGY 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?

2. 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.

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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

3. Research methodology:
Research methodology is the systematic design, collection, analysis and reporting of data and finding, relevant to appraisal specific personnel situation facing the company. Research methodology describes the research procedure. It is cover the following points: A. Research design. B. Data collection method. C. Sample Design.

4. Research Design:
It is an overall framework of project that indicates what information to be collected from which sources and by which procedures. It is also the plan, structure, and strategy of investigation conceived so as to obtain answers to research questions and to control variance. 13

1. Exploratory Stage The first stage in research design is exploration of current situation. In this stage clarification of the specific problem is identified. How will I come to know about problem statement? Answer is I will go through secondary data of the company. Also I will go through internal database of the company. For more information about that I will also go through literature review with that regard. I will talk to the management and I will also go through previous research if any. Why Exploration? One of the reasons is that the area of my investigation is new; this is my first study of investigation. Here company does not have any clarity about the problem statement. What should be researched what should be not? Also due to time constrains, it saves time because it help me to clarify the situation more precisely. 2. Descriptive studies: In this project, Descriptive and cross-sectional research design will be used because it describes the phenomena under study and recommendations / findings are specific under this study. Descriptive studies are undertaken in many circumstances. When the researcher is interested in knowing the characteristics of certain group such as age, sex, educational level, occupation or income, a descriptive study may be necessary.

14

Other cases when a descriptive study could be taken up are when he is interested in knowing the proportion of people in a given population who have behave in a particular manner, making projections of a certain thing: or determining the relationship between two of more variables. The objective of such studies is to answer the who, what, when, where, and way of the subject under investigation. Descriptive studies can be complex, demanding a high degree of scientific skill on the part of the researcher. Descriptive studies can be divided into two broad categories cross-sectional and longitudinal. Researcher frequently uses them. 3. Cross-Sectional Studies: Cross-sectional studies are carried out once and selected, as the research will be carried out in a particular time only. A cross-sectional study is concern with a sample of element from a given population. Thus it may deal with household dealers, retail store or other entities. Cross-sectional studies are two types field studies & survey method. Although the distinction between them is not clear-cut, there are come practical difference, which needs different technique and skill.

5. Data Collection Method:

Data Sources: 1. Secondary Data: Secondary data will be collected from many sources like companys report and magazines.

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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 current problem. Research Approach: Survey method will be adopted to gather the primary data. This survey include face-to-face filling up of the questionnaires and interviews of the respondents. Research Instrument: The most effective research instrument for data collection is questionnaire, for this study the structured questionnaire will be used. This questionnaire will be administered through face-to-face interviews. Pre-testing of questionnaire: It is necessary to check the questionnaire, before actual research is respondents. And based on the feedback, the questionnaire was fine-tuned. done.

Therefore pilot testing is done. In this case, pilot testing will be done for 10

6. Sampling Design
Sampling Method: Judgment Sampling Defining the target population Element: Present customers of Shree Ambica Auto Sales & Service 16

Sampling unit: At present customers Extent: Surat, Bardoli, Ankleshwar and Bharuch Sample size: Considering both TIME & MONEY constraints, I would like to go for survey of 136 respondents. Data Analysis: Data Analysis will be done using SPSS software (Statistical Package for Social Science). SPSS is used because findings can be generated instantly. Also multiple features of SPSS help in applying various tests to reach to accurate conclusions.

7. Limitations of Research:
One of the major limitations is that there was always going to be time limitation as the project was of limited period only and money together was always going to be a constraint. The total number of respondents is 136, which is very small compared to the population size. Therefore, the findings cannot be generalized to the larger population. Only those customers, whose database was available, have been interviewed.

8. Statistical tests:
In this research I have used distribution of frequency, measurement of central tendency and T-test. 17

One sample T-test: One sample T-test is the statistical test, which is used to test the difference between sample statistic and hypothesized population parameter. It is used when data is interval in nature.

9. How to conduct statistical tests:

I have used SPSS software for doing all kinds of tests.

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DATA ANALYSIS AND INTERPRETATION 2. How many TATA commercial vehicle/s do you own?
Purpose of this question: This question will ensure the average amount of vehicles a customer of TATA commercial vehicles owns. Distribution of frequency (Surat & Bardoli) Particulars 1 2 3 4 5 6 More than six Total Interpretation: Out of the maximum 68 respondents, 42 of them own at least 1 TATA Commercial vehicle. A minimum of 3 respondents own more than six TATA commercial vehicles. Frequency 42 17 4 1 1 0 3 68 Percent 61.8 25.0 5.9 1.5 1.5 0 4.4 100.0

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2.No. of vehicles

50

40

F R E Q U E N C Y

30

20

10

0 1 2 3 4 5 More than six

2.Number of vehicles

Distribution of frequency (Ankleshwar & Bharuch) Particulars 1 2 3 4 5 6 More than six Total Frequency 28 21 8 4 4 1 2 68 Percent 41.2 30.9 11.8 5.9 5.9 1.5 2.9 100.0 20

Interpretation: Out of the total respondents of 68 customers, 28 customers (i.e. 41.2%) own at least one TATA commercial vehicle Moreover out the total respondents of 68 customers, on an average 1 customer (i.e. 1.5 %) would be having six and more than six TATA commercial vehicles.

2.No. of vehicles

30

F R E Q U E N C Y

20

10

0 1 2 3 4 5 6 More than six

2.Number of vehicles

21

3. From which media did you come to know about the vehicle?
Purpose of the question: This question determines through which media the customer came to know about the vehicle.

Auto Fair
Distribution of frequency (Surat & Bardoli) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68, only 6 respondents had seen the vehicle in an auto fair. Remaining 91.2% i.e. 62 were unaware about the auto fair and the vehicle. Distribution of frequency (Ankleshwar & Bharuch) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers only 7 (i.e. 10.3%) of the total customers came to know about the vehicle from this medium of auto fair. Frequency 61 7 68 Percent 89.7 10.3 100.0 Frequency 62 6 68 Percent 91.2 8.8 100.0

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Magazines
Distribution of central tendency (Surat & Bardoli) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68, only 16 respondents had seen the vehicle in a magazine. Remaining 76.5% i.e. 52 have not seen the vehicle in any magazines. Frequency 52 16 68 Percent 76.5 23.5 100.0

Distribution of central tendency (Ankleshwar & Bharuch) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers 12 (i.e. 17.6%) of the total customers come to know about the vehicle from this medium of magazines. Frequency 56 12 68 Percent 82.4 17.6 100.0

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Pamphlets
Distribution of frequency (Surat & Bardoli) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68, only 7 respondents have seen the pamphlets of the company and the vehicle. Remaining 89.7% i.e. 61 respondents have not seen any pamphlets about the vehicle. Frequency 61 7 68 Percent 89.7 10.3 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68, only 6 respondents have seen the pamphlets of the company and the vehicle. Remaining 91.2% i.e. 62 respondents have not seen any pamphlets about the vehicle. Frequency 62 6 68 Percent 91.2 8.8 100.0

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Demo
Distribution of frequency (Surat & Bardoli) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers only 5 (i.e. 7.4%) of the total customers have seen the demonstration of the vehicle. Frequency 63 5 68 Percent 92.6 7.4 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers only 8 (i.e. 11.8%) of the total customers have seen the demonstration of the vehicle. Frequency 60 8 68 Percent 88.2 11.8 100.0

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Souvenirs
Distribution of frequency (Surat & Bardoli) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers only 1 (i.e. 1.5%) customer responded to purchase the vehicle after seeing the souvenir. Frequency 67 1 68 Percent 98.5 1.5 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers, none of them responded after reviewing the souvenirs. Frequency 68 0 68 Percent 100.0 0.0 100.0

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Telephone Enquiry
Distribution of frequency (Surat & Bardoli) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers, 14 (i.e. 20.6 %) of the respondents came to purchase the vehicle after the telephone enquiry Frequency 54 14 68 Percent 79.4 20.6 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers, 20 (i.e. 29.4 %) of the respondents came to purchase the vehicle after the telephone enquiry Frequency 48 20 68 Percent 70.6 29.4 100.0

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Newspapers
Distribution of frequency (Surat & Bardoli) Particulars Not through this Media Through this Media Total Interpretation: Maximum numbers of the respondents come for the enquiry or purchase of the vehicle after seeing the advertisements in the newspapers. A total of 41 respondents (i.e. 60.3 %) out of 68 have responded after seeing the advertisements in the newspapers. Frequency 27 41 68 Percent 39.7 60.3 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers 47 (i.e. 69.1%) of the total customers come to know about the vehicle from this medium of newspapers, which means that majority of the customers come to buy the vehicle after seeing the advertisements in the newspapers. Frequency 21 47 68 Percent 30.9 69.1 100.0

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Friends & Relatives

Distribution of frequency (Surat & Bardoli) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers, 17 (i.e. 25.0%) of the total customers come to know about the vehicle from this medium of friends and relatives, mainly through suggestions of friends who own the vehicle. Frequency 51 17 68 Percent 75.0 25.0 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers only 6 (i.e. 8.8%) of the total customers come to know about the vehicle from this medium of friends and relatives, mainly includes suggestions of friends who own the vehicle. Frequency 62 6 68 Percent 91.2 8.8 100.0

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Others
Distribution of frequency (Surat & Bardoli) Particulars Not through this Media Through this Media Total Interpretation: Out of the total respondents of 68 customers, 11 (i.e. 16.2%) of the total customers come to know about the vehicle from this medium, whereby customers say that they know what the market trend is, which are the current vehicles that are in use and which are the new vehicles that have been launched. Frequency 57 11 68 Percent 83.8 16.2 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Not through this Media Through this Media Total Frequency 49 19 68 Percent 72.1 27.9 100.0

Interpretation: Out of the total respondents of 68 customers, 19 (i.e. 27.9%) of the total customers come to know about the vehicle from this medium, whereby customers say that they know what the market trend is, which are the current vehicles that are in use and which are the new vehicles that have been launched.

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50 45 41 40 35 30 25 20 20 16 15 10 6 5 1 0 0 7 5 14 11 7 12 8 6 17

47

19

Surat & Bardoli

Auto Fair Demo Newspapers Magazines Souvenirs Friends & Realtives

Ankleshwar & Bharuch

Pamphlets Telephone Enquiry Others

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4. For what purpose are you using the vehicle?

Purpose of this question: This question will help us to know for what all businesses the vehicle is used by the owner. Distribution of frequency (Surat & Bardoli) Particulars Own business Transportation services Contract basis Other purposes Total Frequency 40 20 7 1 68 Percent 58.8 29.4 10.3 1.5 100.0

4. Purpose
Own business Transportation services Contract basis Other purposes

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Distribution of frequency (Ankleshwar & Bharuch) Particulars Own business Transportation services Contract basis Total Frequency 51 15 2 68 Percent 75.0 22.1 2.9 100.0

Interpretation: Out of the total respondents of 68 customers, 51 customers (i.e. 75.0%) use the vehicle for their own business. Out the total respondents of 68 customers, 15 customers (i.e. 22.1%) use the vehicle for transportation services. Out of the total respondents of 68 customers, on an average 2 customers (i.e. 2.9%) provide the vehicle on contract basis

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4. Purpose
Own business Transportation services Contract basis

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5. How did you finance the vehicle purchase?

Purpose of the question: This question will reveal the major sources of finance through which the prospective customer avails finance to buy the vehicle from.

Distribution of frequency (Surat & Bardoli) Particulars Bank finance TATA Motor finance Private finance Others Total Interpretation: Out of the total respondents of 68 customers, 26 customers (i.e.38.2%) purchase the vehicle through bank finance and an almost equal number of 25 customers (i.e. 36.8%) purchase the vehicle through private finance. Frequency 26 7 25 10 68 Percent 38.2 10.3 36.8 14.7 100.0

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5.Finance

30

F R E Q U E N C Y

20

10

0 Bank finance TATA Motor finance Private finance Others

5.Finance

Distribution of frequency (Ankleshwar & Bharuch) Particulars Bank finance TATA Motor Finance Private finance Others Total Interpretation: Out of the total respondents of 68 customers, 30 customers (i.e. 44.1%) purchase the vehicle through bank finance and an almost equal number of 26 customers (i.e. 38.2%) purchase the vehicle through private finance. 36 Frequency 30 11 26 1 68 Percent 44.1 16.2 38.2 1.5 100.0

Out the total respondents of 68 customers, 11 customers (i.e. 16.2 %) purchase the vehicle through TATA Motor Finance, while on an average 1 customer purchases the vehicle from others sources of finance.

5.Finance

30

F R E Q U E N C Y

20

10

0 Bank finance TATA Motor finance Private finance Others

5.FINANCE

6. Are you satisfied with the performance of the vehicle?

Purpose of this question: This question will help the management to know the satisfaction level of the present customers regarding the performance of the vehicle.

37

Distribution of frequency (Surat & Bardoli) Particulars Dissatisfied Neutral Satisfied Very Satisfied Total Interpretation: Out of the total respondents of 68 customers, 16 customers (i.e. 23.5%) are very satisfied with the performance of the vehicle. Out the total respondents of 68 customers, 2 customers (i.e. 2.9 %) are dissatisfied with the performance of the vehicle. Frequency 2 13 37 16 68 Percent 2.9 19.1 54.4 23.5 100.0

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6. Performance

40

30

F R E Q U E N C Y

20

10

0 Dissatisfied Neutral Satisfied Very Satisfied

6. Performance

Distribution of frequency (Ankleshwar & Bharuch) Particulars Dissatisfied Neutral Satisfied Very Satisfied Total Interpretation: Out of the total respondents of 68 customers, 20 customers (i.e. 29.4%) are very satisfied with the performance of the vehicle. 39 Frequency 4 20 24 20 68 Percent 5.9 29.4 35.3 29.4 100.0

Out the total respondents of 68 customers, 4 customers (i.e. 5.9 %) are dissatisfied with the performance of the vehicle.

6. Performance

25

20

F R E Q U E N C

15

10

Y
5

0 Dissatisfied Neutral Satisfied Very Satisfied

6. PERFORMANCE

40

7. Are you using the after sales service facility provided by the dealer?
Purpose of the question: This question has been asked to know whether the customers are using the after sales facility provided by the dealer or not. Distribution of frequency (Surat & Bardoli) Particulars Yes No Total Interpretation: Of the total customers at Surat and Bardoli, a staggering 97.1% of the customers are using the after sales service. Frequency 66 2 68 Percent 97.1 2.9 100.0

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7. Sales service

60

F R E Q U E N C Y

40

20

0 Yes No

7. SALES SERVICE

Distribution of frequency (Ankleshwar & Bharuch) Particulars Yes No Total Frequency 68 0 68 Percent 100.0 0.0 100.0

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Interpretation: When it comes to Ankleshwar and Bharuch the figures are even more encouraging. All the customers I surveyed are using the after sales service provided by the dealer.

7. Sales service

60

F R E Q U E N C Y

40

20

0 Yes

7. SALES SERVICE

43

8. Are you satisfied with the after sales service?

Purpose of the question: It will help the company to know the satisfaction level of the customer regarding the after sales service Distribution of frequency (Surat & Bardoli) Particulars Very Dissatisfied Dissatisfied Neutral Satisfied Very Satisfied Total Frequency 0 6 15 37 10 68 Percent 0 8.8 22.1 54.4 14.7 100.0

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8. Satisfied with after sales service

40

30

F R E Q U E N C Y

20

10

0 Dissatisfied Neutral Satisfied Very Satisfied

8. SATISFACTION LEVEL

Distribution of frequency (Ankleshwar & Bharuch) Particulars Very Dissatisfied Dissatisfied Neutral Satisfied Very Satisfied Total Frequency 1 3 21 32 11 68 Percent 1.5 4.4 30.9 47.1 16.2 100.0

Interpretation: 45

In terms of satisfaction with the after sales service, 47.1% of the customers are satisfied with the after sales service, whereas 16.2% of the customers are dissatisfied.

8. Satisfied with after sales service

40

30

F R E Q U E N C Y

20

10

0 Very Dissatisfied Dissatisfied Neutral Satisfied Very Satisfied

8. SATISFIED WITH AFTER SALES SERVICE

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9. How do you rate the after sales service of Shree Ambica Auto Sales & Service?
Purpose of this question: This question will show the rating of the after sales service according to the customers. Distribution of frequency (Surat & Bardoli) Particulars Bad Average Good Very Good Total Frequency 3 28 23 14 68 Percent 4.4 41.2 33.8 20.6 100.0

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9. Ratings for after sales service

30

F R E Q U E N C Y

20

10

0 Bad Average Good Very Good

9. RATINGS FOR AFTER SALES SERVICE

Distribution of frequency (Ankleshwar & Bharuch) Particulars Bad Average Good Very Good Total Frequency 4 17 30 17 68 Percent 5.9 25.0 44.1 25.0 100.0

Interpretation: 48

Out of the total respondents of 68 customers in Ankleshwar and Bharuch, 44.1% (30 customers) are agreeing that the after sales service is good.

9. Ratings for after sales service

30

F R E Q U E N C Y

20

10

0 Bad Average Good Very Good

9. RATINGS FOR AFTER SALES

49

10. How was your experience with Shree Ambica Auto Sales & Service while purchasing the vehicle?
Purpose of this question: The management wants to know the perception of the customers regarding the experience they had while purchasing the vehicle.

Distribution of frequency (Surat & Bardoli) Particulars Average Good Very Good Total Interpretation: When it comes to Ankleshwar and Bharuch 51.5% of the customers (i.e. 35 respondents) are agreeing to the fact that the experience while purchasing that vehicle was good. Frequency 26 35 7 68 Percent 38.2 51.5 10.3 100.0

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10. Experience

40

30

F R E Q U E N C Y

20

10

0 Average Good Very Good

10. EXPERIENCE

Distribution of frequency (Ankleshwar & Bharuch) Particulars Bad Average Good Very Good Total Frequency 5 23 24 16 68 Percent 7.4 33.8 35.3 23.5 100.0

Interpretation: When it comes to Ankleshwar and Bharuch, the total customers agreeing that the experience was very good is 23.5%, while average constitutes 33.8% (i.e. 51

23 respondents).

10. Experience

25

20

F R E Q U E N C Y

15

10

0 Bad Average Good Very Good

10. EXPERIENCE

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11. How do you rate the staff of Shree Ambica Auto Sales & Service?
Purpose of this question: From this question the management wants to know the perception of the customers regarding the staff of the company. Distribution of frequency (Surat & Bardoli) Particulars Bad Average Good Very Good Total Interpretation: In Surat and Bardoli 38 respondents (i.e. 55.9%) think that the staff of Shree Ambica Auto Sales & Service is good. Frequency 2 21 38 7 68 Percent 2.9 30.9 55.9 10.3 100.0

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11. Staff ratings

40

30

F R E Q U E N C Y

20

10

0 Bad Average Good Very Good

11. STAFF RATINGS

Distribution of frequency (Ankleshwar & Bharuch) Particulars Bad Average Good Very Good Total Interpretation: In Ankleshwar and Bharuch only 21 out of 68 respondents think that the staff of Shree Ambica Auto Sales & Service is good. 24 respondents rate the staff as average and 13 customers think that the staff is very good. 54 Frequency 10 24 21 13 68 Percent 14.7 35.3 30.9 19.1 100.0

11. Staff ratings

25

20

F R E Q U E N C Y

15

10

0 Bad Average Good Very Good

11. Staff ratings

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12. If you had a chance to buy one more vehicle, from which company will you buy it?
Purpose of this question: This question will help the company to know the customers loyalty towards TATA commercial vehicles. Distribution of frequency (Surat & Bardoli) Particulars Others TATA Motors Total Interpretation: A staggering 92.6% (i.e. 63 respondents) of the customers are ready to purchase a TATA commercial vehicle again. Frequency 5 63 68 Percent 7.4 92.6 100.0

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12. Repurchase

60

F R E Q U E N C Y

40

20

0 Others TATA Motors

12. REPURCHASE

Distribution of frequency (Ankleshwar & Bharuch) Particulars TATA Motors Others Total Interpretation: In Ankleshwar and Bharuch 98.5% of the customers are ready to buy a TATA commercial vehicle again. Frequency 67 1 68 Percent 98.5 1.5 100.0

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12. Repurchase

60

F R E Q U E N C Y

40

20

0 TATA Motors 2

12. Repurchase

13. What do you like the most about Shree Ambica Auto Sales & Service?
Purpose of this question: This question will help the management to know which facilities attract the customers the most and which does not.

Quick & Prompt Delivery

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Distribution of frequency (Surat & Bardoli) Particulars Dont like Like the most Total Frequency 65 3 68 Percent 95.6 4.4 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Dont like Like the most Total Interpretation: Majority of the customers think that Shree Ambica Auto Sales & Service is not able to provide quick and prompt delivery of the vehicle. Out of the total respondents of 68, only 3 (i.e. 4.4%) from Surat and Bardoli while only 1 (i.e. 1.5%) from Ankleshwar and Bharuch think that the company provides timely and prompt delivery of the vehicle. Frequency 67 1 68 Percent 98.5 1.5 100.0

After Sales Service

Distribution of frequency (Surat & Bardoli) Particulars Dont like Like the most Total Frequency 29 39 68 Percent 42.6 57.4 100.0

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Distribution of frequency (Ankleshwar & Bharuch) Particulars Dont like Like the most Total Interpretation: Majority of the customers think that the after sales service of Shree Ambica Auto Sales & Service is best. Out of the total respondents of 68, 39 (i.e. 57.4%) from Surat and Bardoli and 37 (i.e. 54.4%) from Ankleshwar and Bharuch think that the company provides best after sales service. Frequency 31 37 68 Percent 45.6 54.4 100.0

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Assurance
Distribution of frequency (Surat & Bardoli) Particulars Dont like Like the most Total Frequency 19 49 68 Percent 27.9 72.1 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Dont like Like the most Total Interpretation: The customers of Shree Ambica Auto Sales & Service like the assurance given by the company. Out of the total respondents of 68, 49 (i.e. 72.1%) from Surat and Bardoli and 41 (i.e. 60.3%) from Ankleshwar and Bharuch think that the assurance given by the company is good. Frequency 27 41 68 Percent 39.7 60.3 100.0

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Easy Financing
Distribution of frequency (Surat & Bardoli) Particulars Dont like Like the most Total Frequency 43 25 68 Percent 63.2 36.8 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Dont like Like the most Total Interpretation: An average number of customers like the facility of easy financing provided by the TATA Motor Finance at Shree Ambica Auto Sales & Service. Out of the total respondents of 68, 25 (i.e. 36.8%) from Surat and Bardoli and 31 (i.e. 45.6%) from Ankleshwar and Bharuch think that the assurance given by the company is good. Frequency 37 31 68 Percent 54.4 45.6 100.0

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Others

Distribution of frequency (Surat & Bardoli) Particulars Dont like Like the most Total Frequency 58 10 68 Percent 85.3 14.7 100.0

Distribution of frequency (Ankleshwar & Bharuch) Particulars Dont like Like the most Total Interpretation: Out of the total respondents of 68, 10 (i.e. 14.7%) from Surat and Bardoli and 3 (i.e. 4.4%) from Ankleshwar and Bharuch think other factors are better in Shree Ambica Auto Sales & Service which includes proper guidance from sales executives, quick working and response, hard working and efficient towards the company. Frequency 65 3 68 Percent 95.6 4.4 100.0

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60

50

49 41 37 31

40

39

30 25 20 10 10 3 0 1 3

Surat & Bardoli

Quick & Prompt Delivery Assurance Others

Ankleshwar & Bharuch

After sales service Easy Financing

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t-test
Surat and Bardoli: 6. Are you satisfied with the performance of the vehicle?
One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, we hypothesize that the customer are satisfied by the performance of the vehicle. Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words the customers are not satisfied with the performance of the vehicle. Statistical Test: one sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05 One-Sample Statistics Attribute 6. Performance N 68 Mean 3.99 Std. Deviation .743 Std. Error Mean .090

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One-Sample Test Test Value = 4 t Attribute 6. Performance Lower -.163 Df Upper 67 Sig. (2tailed) Lower .871 Mean Differen ce Upper -.015 95% Confidence Interval of the Difference Lower -.19 Upper .17

Interpretation: At 95% confidence level, the significant value is 0.871 which is greater than 0.05. Therefore we accept the null hypothesis and reject the alternative hypothesis. In other words the customers are satisfied with the performance of the vehicle.

8. Are you satisfied with the after sales service?

One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, we hypothesize that the after sales service is satisfactory. Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words we hypothesize that the after sales service is average Statistical Test: one sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05

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One-Sample Statistics Attribute 8. After sales service N 68 Mean 3.75 Std. Deviation .817 Std. Error Mean .099

One-Sample Test Test Value = 4 95% t Df Sig. (2tailed) Lower .014 Mean Difference Upper -.250 Confidence Interval of the Difference Attribute 8. After sales service Lower -2.523 Upper 67 Lower -.45 Upper -.05

Interpretation: At 95% confidence level, the significant value is 0.014 which is less than 0.05. Therefore we reject the null hypothesis and accept the alternative hypothesis. In other words the after sales service is average.

9. How do you rate the after sales service of Shree Ambica Auto Sales & Service?
One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, we hypothesize that the after sales service of Shree Ambica Auto Sales & Service is good.

67

Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words we hypothesize that the after sales service of Shree Ambica Auto Sales & Service is average. Statistical Test: one sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05 One-Sample Statistics Attribute 9. Ratings for after sales N 68 Mean 3.71 Std. Deviation .847 Std. Error Mean .103

One-Sample Test Test Value = 4 t Attribute 9. Ratings for after sales Lower -2.862 Df Upper 67 Sig. (2tailed) Lower .006 Mean Differen ce Upper -.294 95% Confidence Interval of the Difference Lower -.50 Upper -.09

Interpretation: At 95% confidence level, the significant value is 0.006 which is less than 0.05. Therefore we reject the null hypothesis and accept the alternative hypothesis. In other words the after sales service of Shree Ambica Auto Sales & Service is average.

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10. How was your experience with Shree Ambica Auto Sales & Service while purchasing the vehicle?
One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, we hypothesize that the experience with Shree Ambica Auto Sales & Service while purchasing the vehicle was good. Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words, it means that the experience of the customers of Shree Ambica Auto Sales & Service is average. Statistical Test: one sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05 One-Sample Statistics Attribute 10. Experience N 68 Mean 3.72 Std. Deviation .643 Std. Error Mean .078

One-Sample Test Test Value = 4 t Attribute 10. Experience Lower -3.584 Df Upper 67 Sig. (2tailed) Lower .001 Mean Difference Upper -.279 95% Confidence Interval of the Difference Lower -.44 Upper -.12

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Interpretation: At 95% confidence level, the significant value is 0.001 which is less than 0.05. Therefore we reject the null hypothesis and accept the alternative hypothesis. In other words the experience of customers of Shree Ambica Auto Sales & Service is average.

11. How do you rate the staff of Shree Ambica Auto Sales & Service?
One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, the customers rate the staff of Shree Ambica Auto Sales & Service as good. Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words, the customers rate the staff of Shree Ambica Auto Sales & Service as average. Statistical Test: one sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05 One-Sample Statistics Attribute 11. Staff ratings N 68 Mean 3.74 Std. Deviation .683 Std. Error Mean .083

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One-Sample Test Test Value = 4 t Attribute 11. Staff ratings Interpretation: At 95% confidence level, the significant value is 0.002 which is less than 0.05. Therefore we reject the null hypothesis and accept the alternative hypothesis. In other words, the customers rate the staff of Shree Ambica Auto Sales & Service as average. Lower -3.197 Df Upper 67 Sig. (2tailed) Lower .002 Mean Difference Upper -.265 95% Confidence Interval of the Difference Lower -.43 Upper -.10

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Ankleshwar and Bharuch 6. Are you satisfied with the performance of the vehicle?
One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, we hypothesize that the customer are satisfied by the performance of the vehicle. Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words the customers are not satisfied with the performance of the vehicle. Statistical Test: One sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05 One-Sample Statistics Attribute 6. Performance N 68 Mean 3.88 Std. Deviation .907 Std. Error Mean .110

One-Sample Test Test Value = 4 T Attribute 6. Performance Lower -1.070 df Upper 67 Sig. (2tailed) Lower .288 Mean Difference Upper -.118 95% Confidence Interval of the Difference Lower -.34 Upper .10 72

Interpretation: At 95% confidence level, the significant value is 0.288 which is greater than 0.05. Therefore we accept the null hypothesis and reject the alternative hypothesis. In other words the customers are satisfied with the performance of the vehicle.

8. Are you satisfied with the after sales service?

One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, we hypothesize that the after sales service is satisfactory. Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words we hypothesize that the after sales service is average Statistical Test: One sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05 One-Sample Statistics Attribute 8. Satisfied with after sales service N 68 Mean 3.72 Std. Deviation .844 Std. Error Mean .102

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One-Sample Test Test Value = 4 t Attribute 8. Satisfied with after sales service Lower -2.731 df Upper 67 Sig. (2tailed) Lower .008 Mean Difference Upper -.279 95% Confidence Interval of the Difference Lower -.48 Upper -.08

Interpretation: At 95% confidence level, the significant value is 0.008 which is less than 0.05. Therefore we reject the null hypothesis and accept the alternative hypothesis. In other words the after sales service is average.

9. How do you rate the after sales service of Shree Ambica Auto Sales & Service?
One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, we hypothesize that the after sales service of Shree Ambica Auto Sales & Service is good. Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words we hypothesize that the after sales service of Shree Ambica Auto Sales & Service is average. Statistical Test: One sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05 74

One-Sample Statistics Std. Attribute 9. Ratings for after sales N 68 Mean 3.88 Deviation .856 Std. Error Mean .104

One-Sample Test Test Value = 4 t Attribute 9. Ratings for after sales Lower -1.134 df Upper 67 Sig. (2tailed) Lower .261 Mean Difference Upper -.118 95% Confidence Interval of the Difference Lower -.32 Upper .09

Interpretation: At 95% confidence level, the significant value is 0.261 which is greater than 0.05. Therefore we accept the null hypothesis and reject the alternative hypothesis. In other words the after sales service of Shree Ambica Auto Sales & Service is good.

10. How was your experience with Shree Ambica Auto Sales & Service while purchasing the vehicle?
One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, we hypothesize that the experience with Shree Ambica Auto Sales & Service while purchasing the vehicle was good. 75

Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words, it means that the experience of the customers of Shree Ambica Auto Sales & Service is average. Statistical Test: One sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05 One-Sample Statistics Attribute 10. Experience N 68 Mean 3.75 Std. Deviation .904 Std. Error Mean .110

One-Sample Test Test Value = 4 t Attribute 10. Experience Lower -2.281 df Upper 67 Sig. (2tailed) Lower .026 Mean Differen ce Upper -.250 95% Confidence Interval of the Difference Lower -.47 Upper -.03

Interpretation: At 95% confidence level, the significant value is 0.026 which is less than 0.05. Therefore we reject the null hypothesis and accept the alternative hypothesis. In other words the experience of customers of Shree Ambica Auto Sales & Service is average.

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11. How do you rate the staff of Shree Ambica Auto Sales & Service?
One Sample T-Test: Null Hypothesis (HO): There is no significant difference between calculated mean and hypothesized mean. In other words, the customers rate the staff of Shree Ambica Auto Sales & Service as good. Alternative Hypothesis (H1): There is significant difference between calculated mean and hypothesized mean. In other words, the customers rate the staff of Shree Ambica Auto Sales & Service as average. Statistical Test: One sample t-test is chosen because the measurement of data is interval in nature. Significance level: 0.05 One-Sample Statistics Attribute 11. Staff ratings N 68 Mean 3.54 Std. Deviation .969 Std. Error Mean .117

One-Sample Test Test Value = 4 t Attribute 11. Staff ratings Lower -3.881 Df Upper 67 Sig. (2tailed) Lower .000 Mean Difference Upper -.456 95% Confidence Interval of the Difference Lower -.69 Upper -.22

77

Interpretation: At 95% confidence level, the significant value is 0.000 which is less than 0.05. Therefore we reject the null hypothesis and accept the alternative hypothesis. In other words, the customers rate the staff of Shree Ambica Auto Sales & Service as average.

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Findings
1. One of the major findings in the research that was found is that the customers on a major part are satisfied with the performance with the vehicle. 77.9 % customers in Surat and Bardoli and 64.7% customers in Ankleshwar and Bharuch are satisfied with the performance of the vehicle. 2. Despite of the dissatisfaction of the consumer regarding the facilities the dealer is providing in case of after sales service, they still stick to purchasing TATA commercial vehicles. 92.6 % of the present customers promise to purchase TATA commercial vehicle again. 3. The staff can improve their performance by having more interaction with the customers. 66.2% of the respondents in Surat and Bardoli and 50% of the respondents from Ankleshwar and Bharuch believe that the staff rates between good and very good. 4. All the customers that I surveyed are using the after sales service that the dealer is providing. They are satisfied with the after sales service provided by the dealer. But the customers of Surat suggest that there should be one more service centre inside Surat. 5. Majority of the customers are getting aware about the vehicle through newspaper advertising, 60.3% of the customers in Surat and Bardoli and 69.1% customers of Ankleshwar and Bharuch say that newspaper is the source through which they come to know about the vehicle. 6. Most of the customers are relying on bank and private finance. In Surat and Bardoli, 38.2% of the customers used bank finance option while 36.8% of the customers availed private finance. In Ankleshwar and Bharuch,

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44.1% customers financed their vehicle through bank and 38.2% customers through private finance. 7. In Surat and Bardoli, 58.8% of the customers are using their vehicle for own business while 75.0% of the customers in Ankleshwar and Bharuch used the vehicle for own business. 8. Assurance is the most important factor that attracts majority of the customers towards the dealer. 49 out of 60 customers in Surat and Bardoli and 41 out of 60 customers in Ankleshwar and Bharuch like the assurance given by the dealer. 9. The experience of the customer while purchasing the vehicle has been good. 51.5% of the customers in Surat and Bardoli and 35.3% customers in Ankleshwar and Bharuch state that their experience with the dealer while purchasing the vehicle were good.

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RECOMMENDATIONS
1. Majority of the respondents in Surat suggested that the company should

open a service centre inside Surat. Moreover, they also suggested that the company should increase their current servicing capacity. 2. The company must focus more on their own finance company and try to

provide better finance options with reduced interest rates and lower down payments which will lure the customers towards them. 3. The company should focus more on print advertising. Newspaper

advertising should be the main weapon for the company. 4. The company needs to reduce the time of servicing of the vehicle. Quick

servicing and prompt delivery needs to be done.

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SHREE AMBICA AUTO SALES & SERVICE Authorised dealer of TATA Motors
Dear respondent, This questionnaire will be used purely for research purpose. Reply to the questions correctly. The information provided by you will be kept confidential. Thank you. __________________________________________________________ Questionnaire:

1. Which TATA Motors Commercial Vehicle/s do you own (model name)? a) ____________________ b) ____________________ c) ____________________ 2. How many TATA Commercial Vehicle/s do you own? 1 5 2 6 3 More than 6 4

3. From which media did you come to know about the vehicle? Auto Fair Demo Newspapers Magazines Souvenirs Friends & relatives Pamphlets Telephone enquiry others

4. For what purpose are you using the vehicle? Own Business Contract basis Transportation Services other purposes

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5. How did you finance the vehicle purchase? Full Payment TATA Motor Finance Other 6. Are you satisfied with the performance of the vehicle? Very satisfied Dissatisfied Satisfied Very dissatisfied Neutral Bank Finance Private Finance

7. Are you using the after sales service facility provided by the dealer? Yes No

8. Are you satisfied by the after sales service? Very satisfied Dissatisfied Satisfied Very dissatisfied Neutral

9. How do you rate the after sales service of Shree Ambica Auto Sales & Service? Very good Bad Good Very Bad Average

10. How was your experience with Shree Ambica Auto Sales & Service while purchasing the vehicle? Very good Bad Good Very Bad Average

11. How do you rate the staff of Shree Ambica Auto Sales & Service? Very good Bad Good Very Bad Average

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12. If you have a chance to buy one more vehicle, from which company will you buy it? TATA Motors ____________________

13. What do you like the most about Shree Ambica Auto Sales & Service? Quick and Prompt delivery Assurance Others 14. Suggestions: ______________________________ ______________________________ ______________________________ 15. In which geographical area does the vehicle run most of the times? ____________________ 16. Personal Details: a) Name: _____________________________________ b) Address: ___________________________________ ___________________________________ c) Contact No: _____________________________ After sales service Easy financing

Thank You

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Bibliography
1. Nargundkar Rajendra (2005), Marketing Research 2nd addition, New Delhi, Tata McGraw-Hill Publishing. 2. Kottler Philip, Marketing Management, analysis, planning implementation and control, Prentice Hall of India Publishing, New Delhi.2002. 3.http://www.indiainbusiness.nic.in/industry-infrastructure/industrialsectors/automobile.htm 4. www.TATAmotors.com

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