A Study on Consumer Satisfaction and Preference towards Tata Nexon Ev With Special Reference To Coimbatore - Ijaresm
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International Journal of All Research Education and Scientific Methods (IJARESM), ISSN: 2455-6211
Volume 9, Issue 5, May -2021, Impact Factor: 7.429, Available online at: www.ijaresm.com
A Study on Consumer Satisfaction and Preference
towards Tata Nexon Ev With Special Reference To
Coimbatore
Dr. P. Pirakatheeswari1, N.Vetrivel2
1
Assistant professor, B.COM PA, Sri Ramakrishna College of Arts and Science, Coimbatore
2
UG Final Year Student, B.COM PA, Sri Ramakrishna College of Arts and Science, Coimbatore
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ABSTRACT
A consumer's perception of product or service offered may differ from what the producer or marketer had
intended to offer. This is neither helpful nor favorable for both the parties in today's competitive environment.
Also, is likely to have more serious result in seeking consumer attention as today's consumers have greater
exposure to the minute, diverse and extensive information. The objective of the research aims to understand the
perception of consumers towards the Tata Nexon Ev and even aims to understand the likeability of the Tata
Nexon Ev in the market. In this new era of business world, Consumers are the real owners. So, each and every
expectations and preference of consumers have to be studied. Random sampling has been used in this study. Due
to time and resource constrains the sample size is taken as 100. The structured questionnaires that were framed
and designed consist of close ended, open ended and multiple choice questions. As it has a good market share in
the market, the company has to take steps to keep up the market share by conducting check up campaigns and
educating the customer about the maintenance of their four wheelers, so that they can reap maximum utility. In
this study we understood that the consumer preference and satisfaction of TATA Nexon EV cars which helps to
understand the consumer behavior and the reasons for the satisfaction as well as the dissatisfaction of the
product
INTRODUCTION
A Consumer buying a product may associate satisfaction on a number of parameters and the degree of satisfaction will
depend upon the extent to which the brand scores on the parameters. For measuring the Consumer satisfaction, a right
kind of measurement system and an effective instrument system and an effective instrument must be developed that can
measure the perception and attitude of the Consumers.
Consumer’s preferences are changing accordingly with time. Consumer’s expectations and changing preference should
be studied with great efforts, so that marketers can design the product based on the need of the consumers. If the
consumers need were met then the consumer may turn as an asset to the company because they become opinion leader
for others. So that the company can increase its market share. Consumer preference and expectation is mainly based on
the following attributes: The product or service, the price, the place and promotion. In this new era of business world,
Consumers are the real owners. So, each and every expectations and preference of consumers have to be studied.
Statement of the Problem
Consumer spends much time to in the selection of durable products, especially four wheelers. This is because of the
cost and longevity. The marketing strategies followed by the manufacturer and marketer as well as pre-conceived idea
of the buyer also play a vital role in the selection of a particular brand and to get more satisfied. In this study, it has
made an attempt to identify the customer satisfaction and preference of TATA Nexon EV with special reference to
Coimbatore. In this study the following areas need to be examined: What are the factors preferred while purchasing the
car? What are the reason to prefere the car? What are the consumer perception towards the car? What is the level of
satisfaction towards the cars?
Objectives of the Study
To analyze the factors preferred by the consumers while purchasing the TATA Nexon EV cars.
To identify the reason to prefer the TATA Nexon EV cars.
To study the consumer perception towards various aspects such as price, quality, safety, performance and etc.,
towards TATA Nexon EV cars.
To analyse the level of satisfaction with TATA Nexon EV cars.
IJARESM Publication, India >>>> www.ijaresm.com Page 350International Journal of All Research Education and Scientific Methods (IJARESM), ISSN: 2455-6211
Volume 9, Issue 5, May -2021, Impact Factor: 7.429, Available online at: www.ijaresm.com
Research Methodology
This study is descriptive in nature which covers both the primary and secondary data. Primary data is collected using
questionnaire method from the respondents and secondary data is collected from the various sources like textbooks,
magazines, websites and journals. Totally 100 samples collected using convenient sampling techniques from the
respondents and statistical tool used is percentage method, chi-square test and Anova test
Limitations of the Study
1. The study restricts itself within Coimbatore.
2. The study assumes that the information was given by the consumer without any bios.
3. The study is done based on the opinions of the sample taken at random, the size of which is 100.
4. Some consumers did not answer properly.
Scope of the Study
1. The scope of the study is limited to Coimbatore.
2. It is focused on the satisfaction and preference of the consumers towards TATA Nexon EV Cars.
3. The sample of this study is 100.
4. Through this study, we analyses the consumer perception towards price, quality, safety and performance of TATA
Nexon EV Cars.
REVIEW OF LITERATURE
1. Ajoy Joseph S: (2011). In this paper the analysis was made for passenger cars in Karnataka State, India. Sample
sizes of five hundred and twenty five passenger car owners are taken for data collection. The study mainly focuses
to analyse the preference and satisfaction of customers to buy the car. Based upon the price the car owners were
categorised. The study also focuses on financial assistance and loans for the cars. It suggests the finance company
to make the processing duration less, documentation process to be easier and needs lot of explanation about the
assistance from the company authorities.
2. Nitin Joshi1.D Mishra.P (2011) This study was conducted in the Geographical Area of State of Maharashtra in
India. This study mainly focused to find out the Environmental Friendly car and its awareness among the people.
Sample size is 500. It is found that the awareness about Environmental Friendly car is less and there is no
relationship between age and awareness about the cars.
3. Thiripurasundari.U (2011). This study was conducted in Pondicherry with a sample size of three hundred. The car
owners were taken for consideration. Varies factors such as brand preference, loyalty etc have been analysed in
this study. It is founded that brand application is the important factor for selecting a car.
4. Philip Kotler Due to increasing the technology four wheelers market has try to do every time innovative, creative.
For that second example in four wheelers more comfort in that TV facility, Google map, automatic lock system
etc.
5. Mayank Bhatia Amit Jain (2013) Consumers’ level of awareness about green products found to be high but at the
same time consumers are not aware about green initiatives undertaken by various government and non-government
agencies signifying need for more efforts from organizations in this regard.
Overview of the Topic
Customer satisfaction deals with the characteristics of human behavior. Marketing belongs to human behavior as it
deals with buying decisions. The Advertisement copy writer has to study psychology behind human behavior in respect
of satisfaction of his wants. Customer satisfaction is an ultimate aim of all economic activity. Customer is the largest
economic group who are affected by public and private economic decision. Customer satisfaction is an ultimate aim of
any business. Both survival and growth of depend on customer satisfaction.The customer satisfaction is the relationship
between the customers’ exception and the mobile perceived performance. If it exceeds them, the customer is highly
satisfied; if it falls short the customer is dissatisfied. A satisfied customer is more likely to purchase the mobile next
time and will say good things about the mobile to others. According to marketers, “A satisfied customer is our best
advertisement.”
ANALYSIS AND INTERPRETATION
Table 1: Table showing the demographic profile of the Respondents
Demographic Variables Sub Categorization No. Of Respondents Percentage
Gender Male 75 75%
Female 25 25%
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Occupation Student 9 9%
Employee 36 36%
Business man 31 31%
Others 24 24%
Age in years Below 20 10 10%
25 to 30 18 18%
31 to 40 42 42%
40 above 30 30%
Education High school 26 26%
Graduate 33 33%
Post graduate 30 30%
Others 11 11%
Monthly income Under 15,000 20 20%
18,000 - 20,000 22 22%
20,000 - 25,000 35 35%
25,000 above 23 23%
Source: Primary Data (survey data)
Interpretation
The above table shows that 75% of the respondents are male and 25% of the respondents are female. Thus the majority
of the respondents are male. From the occupation category 9% of the respondents are student, 36% of the respondents
are employee, 31% of the respondents are business man, and 24% of the respondents are others. Thus the majority of
the respondents are employee. From the age category 10% of the respondents belong to the age of below 20, 18% of
the respondents belong to the age group of 25 to 30, 42% of the respondents belong to the age group of 31 to 40 and
30% of the respondents belong to the age group of above 40. Thus the majority of the respondents belong to the age
group of 31 to 40. From the educational qualification category 26% of the respondents are completed high school, 33%
of the respondents are completed graduate, 30% of the respondents are completed post graduate and 11% of the
respondents are completed other educational qualification. Thus the majority of the respondents are completed
graduate. From the monthly income category 20% of the respondents belong to the income category of under
Rs.15,000, 22% of the respondents belong to the income category of Rs.18,000 – Rs.20,000, 35% of the respondents
belong to the income category of Rs.20,000 – Rs.25,000, 23% of the respondents belong to the income category of
above Rs. 25,000. Thus the majority of the respondents belong to the income category of Rs.20, 000 – Rs.25, 000.
Table 2: No.Of Years Using The Car
S. No Years No. of respondents Percentage (%)
1 Up to 3 years 40 40
2 4 – 5 years 32 32
3 Above 5 years 28 28
Total 100 100
Source: Primary Data
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The above table shows that 40% of the respondents are using up to 3 years, 32% of the respondents are using 4 – 5
years and 28% of the respondents are using above 5 years. Thus the majority of the respondents are using car up to 3
years.
Table 3: Factors Preferred While Purchasing Car
S. No Factors No. of respondents Percentage (%)
1 Price 17 17
2 Brand name 7 7
3 Comfort 9 9
4 Safety 10 10
5 Design 8 8
6 Size 12 12
7 Mileage 10 10
8 Performance 7 7
9 Maintenance cost 15 15
10 Others 5 5
Total 100 100
Source: Primary Data
The above table shows that 17% of the respondents said that price, 7% of respondents said that brand name, 9% of the
respondents said that comfort, 10% of the respondents said that safety, 8% of the respondents said that design, 12% of
the respondents said that size, 10% of the respondents said that mileage, 7% of the respondents said that performance,
15% of the respondents said that maintenance cost and 5% of the respondents said that the others. Thus the majority
of the respondents said that price is preferred while purchasing car
Table 4: Reason To Prefer The Brand
S. No Reasons No. of respondents Percentage (%)
1 Mileage 45 45
2 Price 30 30
3 Comfort 15 15
4 Design 10 10
Total 100 100
Source: Primary Data
The above table shows that 45% of the respondents are said that mileage, 30% of the respondents said that price, 15%
of the respondents said that comfort and 10% of the respondents are said that design to prefer the brand. Thus the
majority of the respondents are said that mileage is the reason to prefer the brand.
Table 5: Aspects of A Car
S.no Attributes Very High High Moderate Low Very Low
1 Price 35 30 20 10 10
2 Quality 40 25 15 15 10
3 Safety 25 27 30 12 6
4 Interiors 50 30 10 5 5
5 Exteriors 55 30 10 3 2
6 Performance 40 35 20 5 5
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7 Mileage 45 25 20 5 5
8 Comfort 60 10 10 15 5
9 Maintenance cost 45 25 15 10 5
Source: Primary Data
The above table shows that 35% of the respondents said that very high, 30% of the respondents said that high, 20% of
the respondents said that moderate, 10% of the respondents said that low and 10% of the respondents said that very low
towards price. Thus the majority of the respondents said that very high towards price.
The above table shows that 40% of the respondents said that very high, 25% of the respondents said that high, 15% of
the respondents said that moderate, 15% of the respondents said that low and 10% of the respondents said that towards
quality. Thus the majority of the respondents said that very high towards quality.
The above table shows that 25% of the respondents said that very high, 27% of the respondents said that high, 30% of
the respondents said that moderate, 12% of the respondents said that low and 6% of the respondents said that towards
safety. Thus the majority of the respondents said that moderate towards safety.
The above table shows that 50% of the respondents said that very high, 30% of the respondents said that high, 10% of
the respondents said that moderate, 5% of the respondents said that low and 5% of the respondents said that very low
towards interiors of the car. Thus the majority of the respondents said that very high towards interiors of the car.
The above table shows that 55% of the respondents said that very high, 30% of the respondents said that high, 10% of
the respondents said that moderate, 3% of the respondents said that low and 2% of the respondents said that very low
towards exteriors of the car. Thus the majority of the respondents said that very high towards exteriors of the car.
The above table shows that 40% of the respondents said that very high, 35% of the respondents said that high, 20% of
the respondents said that moderate, 5% of the respondents said that low and 5% of the respondents said that very low
towards performance of the car. Thus the majority of the respondents said that very high towards performance of the
car.
The above table shows that 45% of the respondents said that very high, 25% of the respondents said that high, 20% of
the respondents said that moderate, 5% of the respondents said that low and 5% of the respondents said that very low
towards mileage of the car. Thus the majority of the respondents said that very high towards the mileage of the car.
The above table shows that 60% of the respondents said that very high, 10% of the respondents said that high, 10% of
the respondents said that moderate, 5% of the respondents said that low and 5% of the respondents said that very low
towards comfort of the car. Thus the majority of the respondents said that very high towards comfort of the car.
The above table shows that 45% of the respondents said that very high, 25% of the respondents said that high, 15% of
the respondents said that moderate, 10% of the respondents said that low and 5% of the respondents said that very low
towards maintenance cost of the car. Thus the majority of the respondents said that very high towards maintenance of
the car.
Table 6: Satisfaction With Car
S. No Particulars No. of respondents Percentage (%)
1 Very satisfied 39 39
2 Satisfied 41 41
3 Dissatisfied 10 12
4 Highly dissatisfied 10 8
Total 100 100
Source: Primary Data
The above table shows that 39% of the respondents very satisfied, 41% of the respondents are satisfied, 12% of the
respondents said that dissatisfied, 8% of the respondents are highly dissatisfied in car. Thus the majority of the
respondents are satisfied in car.
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Correlation analysis for relationship between gender and satisfaction with car
Correlations
GENDER OF THE SATISFICATION
RESPONDENTS WITH CAR
GENDER OF THE RESPONDENTS Pearson Correlation
1 .785**
Sig. (2-tailed) .000
N 100 100
SATISFICATION WITH CAR Pearson Correlation **
.785 1
Sig. (2-tailed) .000
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
RESULT
From the above table, r= 0.785, n=100, p=0.00. This is a positive & high degree of correlation. There are significant
relationship between gender of the respondents and satisfaction with car.
Chi-square test for relationship between age and reason to prefer the brand
Null Hypothesis (H0): There is no significant relation between age of the respondents and reason to prefer the brand.
Alternate Hypothesis (H1): There is significant relation between age of the respondents and reason to prefer the brand.
Age Of The Respondents * Reason To Prefer The Brand
Crosstabulation
REASON TO PREFER THE BRAND
Total
Mileage Price Comfort Design
Below 20 10 0 0 0 10
AGE OF THE RESPONDENTS 25 to 30 18 0 0 0 18
31 to 40 17 25 0 0 42
40 above 0 5 15 10 30
Total 45 30 15 10 100
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 113.228a 9 .000
Likelihood Ratio 129.694 9 .000
Linear-by-Linear Association 59.671 1 .000
N of Valid Cases 100
a. 9 cells (56.3%) have expected count less than 5. The minimum expected count is 1.00.
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Volume 9, Issue 5, May -2021, Impact Factor: 7.429, Available online at: www.ijaresm.com
RESULT
From the above table, Pearson Chi-Square’P’ value is 113.228. Since the calculated value < critical value so accepts
the null hypothesis & reject alternate hypothesis. So, we may conclude that there is no significant relationship between
age of the respondents and reason to prefer the brand.
Anova test for relationship between gender and factors preferred while purchasing car
Null Hypothesis (H0): There is no significant relation between gender and factors preferred while purchasing car.
Alternate Hypothesis (H1): There is significant relation between gender and factors preferred while purchasing car.
Anova
FACTORS PREFERRED WHILE PURCHASING CAR
Sum of Squares Df Mean Square F Sig.
Between Groups 102.083 1 102.083 13.259 .000
Within Groups 754.507 98 7.699
Total 856.590 99
RESULT
From the above table, calculated value is 13.259. The calculated value greater than the tabulated value, Hence we reject
alternative hypothesis and null hypothesis is accepted. It concluded that, there is no significant relation between gender
and factors preferred while purchasing car.
FINDINGS OF THE STUDY
75% of the respondents are male.
36% of the respondents are employee.
42% of the respondents belong to the age group of 31 to 40.
33% of the respondents are completed graduate
35% of the respondents belong to the income category of Rs.20, 000 – Rs.25, 000.
35% of the respondents are living with 5-6 years.
40% of the respondents are using up to 3 years.
45% of the respondents are said that mileage is the reason to prefer the brand.
35% of the respondents said that very high towards price.
40% of the respondents said that very high towards quality
30% of the respondents said that moderate towards safety
50% of the respondents said that very high towards interiors of the car.
55% of the respondents said that very high towards exteriors of the car
40% of the respondents said that very high towards performance of the car.
45% of the respondents said that very high towards the mileage of the car.
60% of the respondents said that very high towards comfort of the car.
45% of the respondents said that very high towards maintenance of the car.
41% of the respondents are satisfied in car.
SUGGESTIONS OF THE STUDY
The price of the car must be affordable one to the consumers.
The brand name must be spread through various channels and social media in order to attract more customers.
The level of comfortness of the car must be increased.
The design of the car must be further enhanced to attract number of customers.
The performance of the car must be ensuring to provide the same in future.
The maintenance cost of the car must be ensured to be a low one to the consumers.
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Volume 9, Issue 5, May -2021, Impact Factor: 7.429, Available online at: www.ijaresm.com
CONCLUSION
TATA Nexon EV cars are a popular vehicle in automobile market. No doubt that it is due to the satisfaction of the
customers. The company must try and develop new techniques to improve the standard of vehicle to compete in this
competitive world. It must work continuously to maintain its popularity. As it has a good market share in the market,
the company has to take steps to keep up the market share by conducting check up campaigns and educating the
customer about the maintenance of their four wheelers, so that they can reap maximum utility. In this study we
understood that the consumer preference and satisfaction of TATA Nexon EV cars which helps to understand the
consumer behavior and the reasons for the satisfaction as well as the dissatisfaction of the product. In the above study
we understood that the consumers are highly satisfied with the car. It also reveals that the consumers are very happy
about the quality of the car and its performance too. Consumers are very much satisfied about the quality, service and
reliability.
REFERENCE
[1]. S. Joseph Ajoy and H.Y. Kamble , "Buyer behavior of passenger car customers towards auto finance - An
Empirical Study"
[2]. Vishwa Karthikeyan (1998), “Customer satisfaction towards two wheelers”
[3]. Mandeep Kaur and Sandhu, H.S (2006), “A Study on Factors Influencing Buyer behavior of Passenger Car Market
”
[4]. Khan Inamullah."Impact of customer satisfaction and retention on customer loyalty."
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