CUSTOMER SATISFACTION FROM NANO GENX

1. A PROJECT
on
“STUDY OF CUSTOMER SATISFACTION FROM
TATA NANO GENX”
PRESENTED BY:
SHATABDI
SHIPRA SHRESTH
SREELAKSHMI NAIR
ANJALI

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

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

4.  Tata GenX Nano ( Nano GenX and Nano GenX AMT) is a
city car manufactured by Tata Motors. GenX Nano is
developed by Tata Nano with an automated manual
transmission and a fifth door (open-able hatch). GenX Nano
comes in 4 & 5 gear manual transmission and the 5 gear
transmission system in GenX (AMT version) is the same as in
Tata Zest diesel AMT.
 GenX Nano comes in five variants, XE, XM, XMA, XT and
XTA. Overall dimensions, engine, transmission, suspension,
steering and brakes are the same in all variants. The key
differences are in the car features.

5. Nano GenX - features
 New paint, funky look & new stereo
 Wider grin , new headlamp clusters, new fog lamps,
an altered rear bumper in sync with the one upfront
 94 litres of luggage space and 110 litres of manual
variant, extensible to 500 litres of maximum space.
 AMT technology, Automatic Manual Transmission,
cheapest car to sport that feature.
 Good air conditioning, Power steering
(source=BBC top gear)

7.  To find out the level of satisfaction among
the consumers of TATA NANO GENX.
 To identify the most influential factors
affecting customer satisfaction.

8. Geographic area
The study covers the area of RANCHI town.
Research Design:
It is a Descriptive research: CROSS-SECTIONAL
Data Sources:
Primary data from customers through questionnaires
Sample Plan:
Population: Owners of Nano GenX who have bought
the car in the past 6 months to One year.

9. Sampling Technique: Convenience sampling.
Sample size:25
Research instrument:
Research instrument used for collecting a data is
questionnaire
Statistical Tools Applied:
1. Chi-square and
2. Pie chart
3. Correlation Analysis
4.Central Tendency

10. DATA COLLECTION METHODS
PRIMARY DATA COLLECTION
 Survey Method
SECONDARY DATA COLLECTION
 Personal Interview
 Reports
 Journals

11. HYPOTHESIS
 H1: there is relationship between the Age and level of customer satisfaction.
 H2: there is relationship between the after sales service and level of
customer satisfaction.
 H3: there is relationship between Mileage and level of customer
satisfaction.
 H4: there is relationship between Clutch less Technology(AMT) and level
of customer satisfaction
 H5: there is relationship between Interior Space and level of customer
satisfaction
 H6:there is relationship between Look of the Car and level of customer
satisfaction
 H7:there is relationship between Comfort and level of customer satisfaction

12. ANALYSIS
Q At the time when you decided to buy Nano GenX ,you
must have considered number of attributes. Please tell
us to what extend these attributes attracted you to
make the purchase?

19. Q Can you trust Nano for safety?

20. YES
60%
NO
27%
NEITHER SAFE NOR
UNSAFE
13%
SAFETY

21. Q Rate the level of importance for the following
attributes
MILEAGE AMT INTERIORSPACELOOK AFTERSALES COMFORT
VERYIMPORTANT 11 2 3 5 8 9
IMPORTANT 1 11 9 7 3 5
NEITHERIMPORTANTNORUNIMPORTANT 1 2 1 1 4 0
UNIMPORTANT 2 0 2 0 0 0
NOTATALLIMPORTANT 0 0 0 2 0 1

28.  Q Rate the current level of satisfaction in the following
attributes

35. AGE & LEVEL OF SATISFACTION (Chi Test)
YOUNG MIDDLE OLD
15-22 4 1 1 6
23-30 4 3 2 9
8 4 3 15
young middle old
low 3.2 1.6 1.2
high 4.8 2.4 1.8
f0 fe
4 3.2
4 4.8
1 1.6
3 2.4
1 1.2
2 1.8
CHI TEST CAL 0.979279
CHI TEST CRITICAL 9.2104

36.  LEVEL OF SATISFACTION FOR EACH AGE GROUP:
YOUNG MIDDLE OLD
0 17 0
16 0 0
18 0 0
19 0 0
0 0 18
0 26 0
15 0 0
29 0 0
0 26 0
27 0 0
0 20 0
0 0 26
0 0 29
27 0 0
26 0 0
177 89 73

38. Correlation Analysis
MILEAGE TOTAL CLUTCHLESS TECHNOLOGY TOTAL INTERIOR SPACE TOTAL LOOK TOTAL AFTER SALES SERVICE TOTAL COMFORTTOTAL
3 17 4 17 2 17 3 17 3 17 2 17
3 16 3 16 1 16 4 16 3 16 2 16
3 18 4 18 3 18 3 18 3 18 2 18
3 19 5 19 2 19 2 19 4 19 3 19
3 18 3 18 3 18 3 18 3 18 3 18
5 26 5 26 4 26 4 26 4 26 4 26
5 15 3 15 1 15 3 15 2 15 1 15
5 29 5 29 5 29 5 29 5 29 4 29
5 26 4 26 5 26 4 26 4 26 4 26
5 27 5 27 5 27 3 27 4 27 5 27
5 26 4 26 4 26 4 26 5 26 4 26
5 26 4 26 4 26 4 26 4 26 5 26
5 29 5 29 4 29 5 29 5 29 5 29
4 27 4 27 5 27 5 27 4 27 5 27
5 26 4 26 4 26 5 26 3 26 5 26
64 345 62 345 52 345 57 345 56 345 54 345
CORREALTION FACTOR0.728726 0.659681 0.915664 0.699578 0.808431 0.921975

39. INFERENCE
 There is relationship between the Age and level of customer
satisfaction.
 There is relationship between Mileage and level of customer
satisfaction.
 There is relationship between Clutchless Technology(AMT) and
level of customer satisfaction
 There is relationship between Interior Space and level of customer
satisfaction
 There is relationship between Look of the Car and level of customer
satisfaction
 There is relationship between the after sales service and level of
customer satisfaction.
 There is relationship between Comfort and level of customer
satisfaction

40. FINDINGS
 Out of the given attributes ‘AFTER SALES SERVICES’
is the most attractive one, the level tending towards
very attractive.
 Most of the users are of the view that Nano Genx is
safe for use.
 Mileage and Comfort are of greater importance to the
consumer, the level tending towards very important.
 There exists a high correlation (0.921) between
Comfort and level of overall satisfaction
 Younger population (20-35) are more satisfied with the
car.

41. RECOMMENDATION
 Launch of an automatic transmission variant of the
Nano
 Fresh targeting and positioning strategies should be
adopted.
 Focus on new advertisement campaign which should
include building emotional connect with consumers
and celebrity endorsements.
 The image of the car should be revamped(mileage,
looks of the car and technology)

42. CONCLUSION
 There was an urgent need to revamp the image of the
car for its survival.
 The launch of NANO GENX proved to be a revival
strategy to increase the decline sales of NANO.
 Tata has come up with several strategies throughout
to change the perception of a ‘Cheap Car’ into ‘People’s
Car’.

43. REFERENCE
 NANO RANKS LAST IN CUSTOMER SATISFACTION AMONG
INDIAN SMALL CARS-Report Information from ProQuest February 13
2015
 THE NEW NANO PROMISE-- Report Information from ProQuest
 CUSTOMER SATISFACTION AND LOYALTY: THE CRITICAL
ELEMENTS OF SERVICE QUALITY-Report Information from ProQuest
 CONSUMER SATISFACTION, DISSATISFACTION AND POST-
PURCHASE EVALUATION: AN EMPIRICAL STUDY ON SMALL SIZE
PASSENGER CARS IN INDIA- Report Information from ProQuest
 Z Business
 Economic Times
 BBC Top Gear
 NDTV
 Twitter