A Project on Consumer Response by Adalat Das Mahant

8/6/2019 A Project on Consumer Response by Adalat Das Mahant

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A

PROJECT REPORT

ON

CAMPARATIVE ANALYSIS OF CONSUMER RESPONSETOWARDS TATA MOTORS RAIPUR

SUBMITTED TO

Pt.Ravishankarshuklauniversity,Raipur(C.G)Inpartial fulfillment ofthe degree course of

BACHELOR OF BUSINESS ADMINISTRATIONFOR ACEDEMIC SESSION

2011

Guided by: Submitted by:Mrs. Suchitra Rathi Adalat Das Mahant

AssistantProfesser BBA VI SEMMAIC,RAIPUR Rollno. 921202

Department of managementMAHARAJA AGRASEN INTERNATIONAL COLLEGE

Samta colony,Raipur(C.G)


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TO WHOM SO EVER IT MAY CONCERN

Thisisto certifythatADALAT DAS MAHANT who ispursuingBBA VI

SEMESTER fromMAIC COLLEGE, RAIPURhas collected theinformation

from ourorganization.

Hisprojecttitle was A STUDY ON CAMPARATIVE ANALYSIS OF CONSUMER

RESPONSE TOWARDS TATA MOTORS

withreferenceto BHASIN VENTURES PVT.LIMITED, RAIPUR.

Theinformation collected ispurely foracademic knowledgeaspermy

information

(Mrs. Suchitra Rathi) (Dr. Samir Thakur)Head Principal

Department of Management MAIC

MAIC


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CERTIFICATE

Thisisto certifythatMr. Adalat Das a bonafidestudent ofMaharaja Agrasen International College, Raipur (C.G.)studyingin B.B.A Vl Semesterhassuccessfully completed herprojectentitled A STUDY ON CAMPARATIVE ANALYSIS OFCONSUMER RESPONSE TOWARDS TATA MOTORSI wishhimallsuccessineveryendeavoroflife.

(Mrs. Suchitra Rathi) (Dr. Samir Thakur)

Head PrincipalDepartment of Management MAIC

MAIC


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CERTIFICATE

Thisisto certifythattheProject Workentitled A STUDY ONCAMPARATIVE ANALYSIS OF CONSUMER RESPONSETOWARDS TATA MOTORS byAdalat Dasli forthepartialfulfillment Of Degree of Bachelorof Business Administration fromPt.RavishankarShuklaUniversity,Raipur(C.G.)isanauthenticworkperformed bythestudent.

This workhas beensubmitted forthesolepurpose ofacedemicinterest.

Internal External / Guide External Examiner


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DECLARATION

I, Mr.Adalat Dashereby declarethatthisprojectistherecord of

authentic work carried out byme duringtheacademic year2011

BHASIN VENTUTRES PVT. LTD. RAIPUR (C.G)

DATE:

15 APR 2011 (ADALAT DAS MAHANT)

BBA VI SEMRollno. 921202


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ACKNOWLEDGEMENT

I really present my sincere thanks to the individual employees of Bhasin Motors.

who have given their kind concern and time for conducting this research. I do

hereby acknowledge the contribution of respected Mr. Harjeet Singh Bhatia that

had made possible all available resource needed in my project.

I extend my heartily thanks to him for guidance and Co-operation. I would like to

thank him of the project for permitting me to do the project Work in Bhasin

Motors.

I would like to thank all the staff members of that company for providing necessary assistance &data require.

I am deeply indebted to my Faculty members from the Department of BBA whose

help, stimulating suggestions and encouragement help me in all the time of

research for and writing of this project report.

I have further more to thank my guide Mrs. Suchitra Rathi without herhelp it would not have been possible for me to complete this project .

ADALAT DAS MAHANT

BBA VI SEM


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INDEX

NO. PARTICULARS

CHAPTER:1 INTRODUCTION OF THE TOPIC

CHAPTER:2COMPANY PROFILE

CHAPTER:3 RESEARCH METHODOLOGY

CHAPTER:4 DATA ANALISIS &INTERPRETATION

CHAPTER:5 FINDINGS & CONCLUSION

CHAPTER:6 SUGGETIONS & LIMITATIONS

BIBLIOGRAPHY

APPENDICES


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As TATA MOTORS isregarded as one ofthe best fuelefficientcars. Hence I conducted astudy onthe consumerperceptionaboutsmall cars. Firstly, I tookthree brands ofsmall cars; Zenestilo, Indicaand Santro fora comparativestudy ofsmall car

LaterI wentthroughtheprocess of fillingthe questionnaires,toknow exactly whatthe customers ofsmall carsperceived abouttheirc Allthe carstaken forthesampleshowed thattheconsumersperceived themasalmostsameinalltheattributeslikesafety, comfortand luxury.

But,attheend theresearch waslimited dueto smallsamplesize,smallsampleareaand time constraints.

Intodaysglobalisingeconomy competitionisgettingmoreandmorefierce. Thatmeansit becomesmore difficult forproductsandservicesto differentiatethemselves from otherofferingsthaneverbefore.Notonlyisthenumberof competitive offeringsrising duetoglobalisation ofproduction,sourcing,logisticsand accessto information. Manyproductsand services facenew competition fromsubstitutesandfromcompletelynew offerings orbundles fromindustry outsiders.Sinceproduct differencesare closed atanincreasingspeed and manycompaniestryto winthe battle forcustomers bypricereductions,productsand servicestend to become commodities.Onthe otherhand, customerbehaviourbecomesmorehybrid. On

onehand, customersareincreasinglypricesensitive searching forbargainsatmarketplaceslikeebay orbuyingtheirgroceriesatdiscountmarkets. Onthe otherhand theyenjoy branded and luxurygoods.One


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and thesamepersonmayplana weekend trip withano-frillsairlineand astayata five-star-hotel.Intheresult, customershavea widerchoice of oftenless

distinguishableproductsand theyaremuch betterinformed. Formany offeringsthebalance ofpowershiftstowardsthe customer. Customersarewidelyaware oftheirgreaterpower, whichraisestheirexpectations onhowcompaniesshould care forthem.

Bringingitalltogether,it becomesevermore difficulttodifferentiateaproduct orservice bytraditional categorieslikeprice, quality,functionalityetc.Inthissituationthe development ofastrongrelationship betweencustomersand a company could likelyproveto beasignificantopportunity forcompetitiveadvantage. Thisrelationshipisnotlongerbased on featureslikepriceand qualityalone. Todayitismoretheperceived experiencea customermakesinhisvariousinteractions witha company (e.g.how fast,easy,efficientand reliabletheprocessis)thatcanmake orbreaktherelationship.Problems duringasingletransaction can damageaso farfavourable customerattitude.

The consequence forcompaniesisthattheyhaveto adapttheirways ofcompeting forcustomers. Traditionally, companieshave focusedtheirefforts of customerrelationshipmanagement onissueslikecustomer


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satisfactionand targeted marketingactivitieslikeeventmarketing,directmarketing oradvertising. Although doubtlessnecessaryandbeneficial,theseactivitiesarenotlongerenough. Theynarrow therelationship between companyand customerdownto aparticular

set ofcontactsin whichthe companyinvestsitsefforts. Mostlikelythiswillproducenotmorethanasatisfied customerwho is wellaware ofthecompanies offeringsand hasapositiveattitudetowardsthem.However,asatisfied customerisnotnecessarilyaloyal one.

Ifa customerissatisfied thatmeansthataproduct ofservicehasmethisexpectationsand thathe wasnot dissatisfied byit. Customersatisfactionis doubtlesslyveryimportant. Itistheprecondition forrepeatpurchasesand itpreventsthe customerfromtelling othersabouthis disappointingexperiences. A loyal customer,however,ismorethana customerwho frequentlypurchases froma company.The differenceistheemotional bond whichlinksthe customersocloselyto the companythathe developsa clearpreference fortheseproducts orbrandsand iseven willingto recommend themto others. Loyalcustomerstrulypreferaproduct, brand orcompany overcompetitiveofferings. Thusloyaltygoes beyond arational decision forknown

quality orsuperiorprice-performance-ratio. Itisaboutthecustomersfeelingsand perceptionsaboutthe brand orproduct.Whenthe customermakeshis buying decision,heevaluatesthebenefits


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heperceives fromaparticularproductand comparesthem withthecosts. Thevaluea customerperceives when buyingand usingaproduct

orservicego beyond usability. Thereisaset ofemotionalvaluesas well,suchassocialstatus,exclusivity, friendlinessand responsivenessorthedegreeto whichpersonalexpectationsand preferencesaremet.Similarly,the costsperceived bythe customer,normally comprisemorethantheactualprice. Theyalso include costs ofusage,thelost

opportunityto usean otheroffering,potentialswitching costsetc.Hence,the customerestablishesanequation betweenperceivedbenefitsand perceived costs of oneproductand comparesthisto similarequations of otherproducts.Based onthis, customerloyalty can beunderstood asto howcustomersfeelaboutaproduct,service orbrand and whethertheirperceivedtotalinvestments withaitliveupto theirexpectations.Theimportantpointhereistheinvolvement of feelings,emotionsandperceptions. Intodays competitivemarketplace,theseperceptionsarebecomingmuchmoreimportant forgainingsustainablecompetitiveadvantage.

Customerperceptionsareinfluenced byavariety of factors.Besidesthe


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actual outcome i.e. did theproduct orservice delivertheexpectedfunctionand did it fulfillthe customersneed the wholeprocessof

consumptionand allinteractionsinvolved are of crucialimportance. Intodaysglobalised information driveneconomythis canalsocompriseissueslike How othercustomers orinfluencinggroupsperceivetheproductorbrand The degreeto whichthe customerfeelstheactualmarketing

Campaignaddressesthemostimportantissues

Responsivenessand service quality ofanyaffiliates,e.g.distributionpartnerCustomerperceptionsare dynamic. First ofall,withthe developingrelationship between customerand company,hisperceptions ofthecompanyand itsproducts orservices will change.Themoreexperiencethe customeraccumulates,themorehisperceptions willshift from fact-based judgementsto amoregeneralmeaningthe wholerelationshipgains forhim. Overtime,heputsastronger focus onthe consequence oftheproduct orserviceconsumption.Moreover,ifthe customers circumstances change,theirneedsand

preferences often changetoo. Intheexternalenvironment,theofferingsof competitors, with whicha customercomparesaproduct orservicewill change,thusalteringhisperception ofthe best offeraround.Anotherpointisthatthepublic opiniontowards certainissues can


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change. Thiseffect canreach from fashiontrendsto thepublicexpectation ofgood corporate citizenship. ShellsintentiontodumpitsBrent Sparplatforminto the oceansignificantlyaltered many

customersperception of which company was worth buying fuelfrom.Researchhas been don ontheimpact ofmarketshare ontheperceivedquality ofaproduct.Depending onthenature oftheproductandthecustomerspreferences,increasingmarketshare canhavepositive or

negativeeffects onhow the customerperceivestheproduct

Positiveeffects ofincreasingmarketshare on customer

perception

Increasingmarketshare cansend outpositivesignals byactingasanindicatorofsuperiorqualitythatisrecognised bymoreandmore

othercustomers. Thiseffectisparticularlystrong forpremiumpricedproducts. Customersnormallyassumethataproductmust be ofexceptional qualityifit cangainsuchanunexpected marketsuccessdespiteitshighprice. Many brands offerpositiveemotional benefits ofusingaproductthatispopularinthemarkets.

Thevalue ofaproduct orservice canrisethroughincreasingnumberofusers ofthesameproduct,e.g.numberofmembers ofanonline community, betteravailability ofsoftware forpopularcomputersystems.


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Negativeeffects ofincreasingmarketshare on customerperception Forpremiumand luxuryproducts, customersmaytranslateanincreasingmarketshareinto aloss of

exclusivityand thusperceiveitaslessvaluable. The quality ofservicesmaysufferiftheyareconsumed byincreasingnumbers ofusers. Diseconomiesofscalesand congestions can be observed with busyairportsand many otherservicesso that customersmaylook out forotherprovidersthatpromisemoretimelyserviceand convenience.The concept of customerperception doesnot onlyrelateto

individual customersin consumermarkets. Itisalso validin businessto businesssituations. Forexample,acompetitorbenchmarkingsurvey ofalargeindustrialsupplierrevealed thatthemarketleader,althoughrecognised forexcellent qualityand serviceand knowntobehighlyinnovative, wasperceived asarrogantinsomeregions. If wetakeinto considerationthatthereareaboutfourotherlargeplayers withasimilarlevel of qualityandinnovativeideas,thisperceived arrogance could developinto aseriousproblem. Customershereare wellawarethemain characteristics ofallthe offeringsavailableatthemarketarelargely comparable. So theymightusethedevelopment ofanew productgeneration oftheirowntoswitchto asupplierthat canservethemnot betteror

worse, but withmoreresponsivenessand understanding


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Tatamotors wereestablished on September1, 1945,originally forthemanufacture of Steam LocomotivesatJamshedpur.

In 1969 Tatamotorshad becomeanindependentproducer

of Medium Commercial Vehicles. Ithad also developed thecapability of designing,testingand manufacturingsuchvehicles.

Itis the country'sleading commercialvehiclemanufacturerand hassignificantpresenceinthemulti-utilityandpassengercarsegments.

Withthe Launch of Tata Indica,an Euro 2 compliantvehicle,isthe countrys firstindigenously designed, developed and

manufactured passengercar.Withthelaunch of Tatanano, Tatahaspenetrated themarketto

itsextreme bymakinga caravailable forRs. 132000 only.

HISTORY

Tata Motors Limited is India'slargestautomobile company, withconsolidated revenues ofRs.70,938.85 crores (USD 14 billion)in 2008-09. Itistheleaderin commercialvehiclesineach

segment,and amongthetopthreeinpassengervehicles withwinningproductsinthe compact,midsize carand utilityvehiclesegments. The companyisthe world's fourthlargesttruckmanufacturer,and the world'ssecond largest busmanufacturer.The company's 23,000 employeesareguided bythevisionto be"bestinthemannerin which we operate, bestintheproducts wedeliver,and bestin ourvaluesystemand ethics."Established in 1945, Tata Motors'presenceindeed cutsacrossthelengthand breadth of India. Over4 million Tatavehiclesplyon Indianroads,sincethe firstrolled outin 1954. Thecompany'smanufacturing basein Indiaisspread acrossJamshedpur(Jharkhand),Pune (Maharashtra), Lucknow (UttarPradesh),Pantnagar(Uttarakhand)and Dharwad (Karnataka).Followingastrategic alliance with Fiatin 2005,ithassetupanindustrial jointventure with FiatGroup AutomobilesatRanjangaon (Maharashtra)to produce both Fiatand Tata cars


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and Fiatpowertrains. The companyisestablishinganew plantat Sanand (Gujarat). The companys dealership,sales,servicesand sparepartsnetwork comprises over3500 touchpoints; Tata

Motorsalso distributesand markets Fiat branded carsin India.

Tata Motors,the first company from India'sengineeringsectorto belisted inthe New York Stock Exchange (September2004),hasalso emerged asaninternationalautomobile company.Throughsubsidiariesand associate companies, Tata MotorshasoperationsintheUK, South Korea, Thailand and Spain. Amongthemis JaguarLand Rover,a business comprisingthetwoiconic British brandsthat wasacquired in 2008. In 2004,itacquired the Daewoo Commercial Vehicles Company, SouthKorea'ssecond largesttruckmaker. Therechristened TataDaewoo Commercial Vehicles Companyhaslaunched severalnew productsinthe Koreanmarket, whilealso exportingtheseproductsto severalinternationalmarkets. Todaytwo-thirds ofheavy commercialvehicleexports out of South Koreaare fromTata Daewoo. In 2005, Tata Motorsacquired a 21% stakeinHispano Carrocera,areputed Spanish busand coachmanufacturer, withan optionto acquiretheremainingstakeaswell. Hispano'spresenceis beingexpanded in othermarkets. In

2006,it formed a jointventure withthe Brazil-basedMarcopolo,agloballeaderin body-building forbusesandcoachesto manufacture fully-built busesand coaches for Indiaand selectinternationalmarkets. In 2006, Tata Motorsenteredinto jointventure with Thonburi Automotive AssemblyPlantCompany of Thailand to manufactureand marketthe company'spickupvehiclesin Thailand. Thenew plant of Tata Motors(Thailand)has begunproduction ofthe Xenonpickuptruck,

withthe Xenonhaving beenlaunched in Thailand in 2008.TataMotorsisalso expandingitsinternational footprint,establishedthroughexportssince 1961. The company's commercialandpassengervehiclesarealready beingmarketed inseveralcountriesin Europe, Africa,the Middle East, South East Asia,South Asiaand South America. Ithas franchisee/jointventure


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assembly operationsin Kenya, Bangladesh,Ukraine,RussiaandSenegal.The foundation ofthe company'sgrowth overthelast 50 yearsisa deepunderstanding ofeconomic stimuliand customer

needs,and theabilityto translatetheminto customer-desiredofferingsthroughleadingedgeR&D. With over2,000 engineersand scientists,the company's EngineeringResearch Centre,established in 1966,hasenabled pioneeringtechnologiesandproducts. The companytodayhasR&D centresinPune,Jamshedpur, Lucknow,in India,and in South Korea, Spain,andtheUK. It was Tata Motors, which developed the firstindigenously developed Light Commercial Vehicle, India?s first

SportsUtility Vehicleand,in 1998,the Tata Indica, India's firstfullyindigenouspassengercar. Withintwo years oflaunch, TataIndica became India?slargestselling carinitssegment. In2005, Tata Motors created anew segment bylaunchingthe TataAce, India's firstindigenously developed mini-truck.

In January 2008, Tata Motorsunveiled itsPeople's Car,the TataNano, which Indiaand the world have beenlooking forward to.The Tata Nano has beensubsequentlylaunched,asplanned,in

Indiain March 2009. A development, whichsignifiesa first fortheglobalautomobileindustry,the Nano bringsthe comfortandsafety ofa carwithinthereach ofthousands of families. Thestandard versionhas beenpriced atRs.100,000 (excluding VATand transportation cost).Designed witha familyinmind,ithasaroomypassengercompartment withgenerouslegspaceandhead room. It can comfortablyseat fourpersons. Itsmonovolumedesign willsetanew benchmarkamongsmall cars. Its

safetyperformanceexceedsregulatoryrequirementsin India. Itstailpipeemissionperformancetoo exceedsregulatoryrequirements. Interms of overallpollutants,ithasalowerpollutionlevelthantwo-wheelers beingmanufactured in Indiatoday. Thelean designstrategyhashelped minimise weight,whichhelpsmaximizeperformanceperunit ofenergy


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consumed and delivershigh fuelefficiency. Thehigh fuelefficiencyalso ensuresthatthe carhaslow carbon dioxideemissions,therebyprovidingthetwin benefits ofanaffordabletransportationsolution withalow carbon footprint.In May

2009, Tata Motorsintroduced ushered inanew erainthe Indianautomobileindustry,inkeeping withitspioneeringtradition, byunveilingitsnew range of world standard trucks. Intheirpower,speed, carrying capacity, operatingeconomyand trims,theywillintroducenew benchmarksin Indiaand matchthe bestinthe world inperformanceatalowerlife-cycle cost.In June2009,theexcitingnew range ofpremiumluxuryvehicles fromJaguarand Land Roverwereintroduced forthe Indianmarket.

Theseincludethe JaguarXF, XFRand XKRand Land RoverDiscovery 3,RangeRoverSportand RangeRover.Theyearstocome willseetheintroduction ofseveral otherinnovativevehicles,allrooted inemerging customerneeds. Besidesproduct development,R&D isalso focussing onenvironmentfriendlytechnologiesinemissionsand alternative fuels.Throughitssubsidiaries,the companyisengaged inengineeringand automotivesolutions, constructionequipmentmanufacturing,automotivevehicle componentsmanufacturingand supply chainactivities,machinetoolsand factoryautomationsolutions,high-precisiontoolingand plastic andelectronic components forautomotiveand computerapplications,and automotiveretailingand service operations.Trueto thetradition ofthe TataGroup, Tata Motorsiscommitted inletterand spiritto Corporate SocialResponsibility. Itisasignatoryto theUnited NationsGlobal

Compact,and isengaged in communityand socialinitiatives onlabourand environmentstandardsin compliance withtheprinciples oftheGlobal Compact. Inaccordance withthis,itplaysanactiverolein community development,servingruralcommunitiesadjacentto itsmanufacturinglocations.Withthe foundation ofitsrichheritage, Tata Motorstodayis


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etchingarefulgent future.

Thisisthe cheapest carin Indiatill dateand withthe

announcement ofits dieselvariantithasmadepotential buyersto

eagerly wait forit.

Thisisthe cheapest carin Indiatill dateand withthe

announcement ofits dieselvariantithasmadepotential buyersto

eagerly wait forit.


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OBJECTIVES

THE MAIN OBJECTIVES SET BEFORE THIS

RESEARCH PROJECT ARE AS FOLLOWS:-

1.The main objective behind this research project to knowthe customer perception about cars.

2.Secondly, we want to study the preference of the people

regarding cars based on their perceptions.

3.To analyze value for money for various cars.

4.To analyze economic viability of diesel and petrol cars


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2 RESEARCH METHODOLOGYRESEARCH METHODOLOGY:- IT IS A SYSTEM OFMODELS,PROCEDURES AND TECHNIQUE SUSED TOFIND THE RESULTS OF A RESEARCH PROBLEM.2

What is RESEARCH?Insimple words,RESEARCH refersto asystematic

method consisting ofstudyingtheproblem, formulatingahypothesis, collectingthe data,analyzingthe dataandreaching certain conclusionseitherinthe form ofsolutionstowardsthe concerned problem orin certaingeneralizationsforsometheoretical formulation.DEFINITION OF RESEARCH:-ACCORDING TOCLIFFORD WOODY, RESEARCHmeans defining andredefining problems, formulating hypothesis or suggested

solutions, collecting, organizing and evaluating data, makingdeductions and reaching conclusions and at last carefullytesting the conclusions to determine whether they fit theformulated hypothesis .In otherwords,aRESEARCH isan organized set ofactivitiesto studyand developamodel orprocedure/techniqueto find theresults ofarealistic problemsupportedbyliteratureand datasuchthatits objectiveis optimizedand furthermakerecommendations/interferences forimplementations.Researchin commonparlancerefersto asearch forknowledge. One canalso defineresearchasascientific andsystematic search forpertinentinformation onaspecifictopic.


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The word researchhas been derived from French wordResearchermeansto search.27

FRANCIES RUMMER defined Research: Itisacarefulinquiry orexaminationto discovernewinformation orrelationshipand to expand orverifyexistingknowledge.Researchisthesolution oftheproblem, whethercreated oralreadygenerated. Whenresearchis done,somenew outcomeisthere,so thattheproblem (created orgenerated) can besolved.

TYPES OF RESERCH: - Therearemainlyeighttypes ofresearchthoseareas follows:Descriptivev/s Analyticalresearch :- Descriptiveresearch is a research which is done for the activityalready done. It is used for the purpose of datacollection. In this type of research the researcher has nocontrol on the variables. He can report only what hashappened? Or what is happening? E.g. how manypersons come for shopping in a mall? Or preference ofpeople to buy a toothpaste.On the other hand, In Analytical research theresearcher has to use facts or information alreadyavailable and analyze these to make a critical evaluationof the material.228

Applied v/s Fundamentalresearch:- Applied researchaims at finding a solution for an immediate problem andfundamental research is done for knowledge sake only.Quantitativev/s Qualitativeresearch:- Quantitativeresearch is used for data collection only and Qualitativeresearch is motivational research.


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Conceptual v/s Empirical research;- Conceptualresearch is done for giving a new concept to the peopleandEmpirical research is done for comparing twothings.

One time research:- One time research is done for aparticular time period like Year, Month etc. E.g.research for product in 2008.

Field setting research:-In this type of research, wechoose a particular field and do research work for thatfield only.Historical research:-In this type of research, we choosea past incident and do research work on that. E.g. who

was responsible for the partition ofINDIA andPAKISTAN?Conclusion oriented research:-In this type of research,we do research to arrive at a conclusion.RESEARCH DESIGN:Research Designisthe conceptualstructure withinwhichresearchis conducted. It constitutestheblueprint forcollection,measurementand analysis ofdata. The designused forcarrying outthisresearchisDescriptive.DATA TYPE: Inthisresearchthetype of datacollectionis1 Primary data2 Secondary dataDATA SOURCE : Thesources of collection ofsecondary dataare:1 Questionnaire

2 Books3 Websites4 Magazine5 BrochureSAMPLING PLAN:It is very difficult to collect information from every


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member of a population. The time and costs are themajor limitations that the researcher faces.A sample of 100 respondents were selected on the basisof convenient sampling technique. The individuals were

selected in the random manner to form sample and datawere collected from them for the research study.For the collection of primary data, a QUESTIONNAIREwithquestions was prepared and a sample of 100 people was taken..After analyzing all the questionnaires, interpretating the wholedata and preparing the required data sheets and percentages,every question is analyzed separately and proper diagrams areprepared and interpretation is given separately for each and

every question.33


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.


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Dataanalysisisthemostimportantpart ofany questionnaire.

The data wasanalyzed accordingto theanswers filed in by

respondents

The data wasputin chartsto geta clearcomparison ofservices

and satisfactionprovided byvarious operators


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Q) What do you own?

a) car b) Two Wheeler c) Nothing

Car 40

Two Wheeler 15

Nothing 05

Interpretation-

From the above data we found that most of the people own Cars.

Car

Two wheeler

Nothing


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Q) Which car do you own?

a) zen estilo b) santro c) indica d) others

Car Response

Zen estilo 8

Santro 18

Indica 9

Other 5

Interpretation-

From the above data we found that most of the people in cars preferSantro and rest have different choices.

0

5

10

15

20

zen estilo indica

Response


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Q)Are you satisfied with it?

A) Yes b) No

Yes 35

No 25

Interpretation-

From the above data we found that most of the people are satisfied.

0

5

10

15

20

25

30

35

Yes No

Response


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Q)How much do you spend on maintenance on a

monthly basis?a) 4000

Spending Users

4000 7

Interpretation-

From the above data we found that most of the users spend less than

Rs.2000 on monthly basis.

4000


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Q) Name a car that comes first in your mind when you

think of small segment car in India?

Santro 18

Zen estilo 15

Indica 16

Other 11

Interpretation-

From the above data we found that when people think of small segment

of car, the car that comes in the mind is as expected people have

different choices even though Santro occupies the upper position as

compared to others.

02

4

68

10

1214

1618

SantroZen estilo Indica

Others

East


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Q) Out of these which you will see first when you will

buy a car?

Cost 5

Style 4

Performance 12

Performance & style 15

Cost & performance 14

Interpretation-

From the above data we found that the first thing a person thinks in acar is performance and style.

0 5 10 15

cost

Style

performance

performance & style

cost & peformance

Response


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Q)Are you planning to buy a car within next?

Month Response

One 2

Two 5

Sixth 12

One year 20

Interpretation-

From the above data we found that most of the people are planning to

buy a car within a year.

0

5

10

15

20

25

In 1 month 1 year

response


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Q. Would You will purchase tata nano?

Yes 18

No 32

Cant say 10

Interpretation-

From the above data we found that most of the people are not planning

to buy Tata Nano.

0102030

40

response


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FINDING

TATA MOTORS isnumberthreeinpassengercarmarketaftermaruti-suzuki& Hyundai.54

Majority ofthe customerssee TATA MOTORS

withsavings.

Most ofthe customersspend largesum ofmoney.

Out ofthesamples,peoplearehighlyconvinced that TATA MOTORS willyield them

betterresults.Asthesales of Marutigrowsas wellasHyundaissantro isstill doing wellinmidsizeand smallsizesegmentso the INDICAmay beagood options forthe companyinthisterm forsustainingsalesinlongrunaswellasinthe currentsituations.

Product willhaveagradualprogress.Becausemostindustries would wait fortheresponseabouttheproduct from otherCompany.

Customers wereeducated byme,about fuelefficient cars by TATA MOTORS.

CONCLUSION


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In small segment consumer seeks for-:

Good mileage

low maintenance

easy availability of spare parts

easy finance

Price


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LIMITATION

In small segment consumer seeks for-:

Good mileage

low maintenance

easy availability of spare parts

easy finance

Price


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SUGGESTION

Based onthe findings fromtheanalysisthefollowingsuggestions could bemade:

Demo oftheproductshould bemadeavailableto Customers,sincemost ofthepurchase decisionsare based onit.

Technical detailsshould bemadeavailableto the customersinthemostaccuratenumerical form.

TheIndica hasremained a bestsellerthroughoutintheindustry figuringinthe

top 3 sellinglist of cars formost oftheyears.

The distribution channelshould bemoreefficientto caterthe demand duringpeakseasonslike during dassraa, diwalietc .The cityismostly dominated bythe workingclasslikepeopleemployed inhigh court, AGoffice( accountantgeneral office)and

governmentschoolemployees who thisyeararegettingmorepay dueto therecommendationsmade bythesixthpaycommissionso ,thesales formid size carcanbeenhanced inthisscenario.


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Internet:

w.marutiudyog.comwww.hyudaimotorindia.comwww.autoweb.comwww.wekipedia.comwww.google.com

BOOK

1.Consumer Behaviour

By Michael R. Solomon

2. Research Methodology

By C.R. Kothari


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APPENDICES

QUESTIONNAIRE

Q) What do you own?

A) Car

B) Two Wheeler

C) Nothing

Q) Which car do you own?

A) zen estilo

B) santro

C) indica

D) others

Q)Are you satisfied with it?

A) Yes

B) No

Q)How much do you spend on maintenance on a monthly basis?


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A) 4000

Q) Name a car that comes first in your mind when you think of

small segment car in India?

A) Zen estilo

B) Indica

C) Sentro

D) Other

Q) Out of these which you will see first when you will buy a car?

A) Zen estiloB) Indica

C) Sentrio

D) Other

Q)Are you planning to buy a car within next?

A) Yes

B) No


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Q. Would You will purchase tata nano?

A) Yes

B) No

A Project on Consumer Response by Adalat Das Mahant

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