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SUBMITED BY SURESH BABU.P REG.NO.MBA/08/62
UNDER THE GUIDANCEOF Mr. ROHIT C KALASKAR
HUBLI EDUCATION TRUST’S INSTITUTE OF MANAGEMENT STUDIES RAIKAR PLAZA VIDYA NAGAR HUBLI
TATA NANO CARS
DECLARATION I hereby declare that this project that report entitled “A survey to study impact of TATA Nano Launch on car purchase in Hubli–Dharwad city”. The project work has been prepared by me under the guidance of Mr. Rohit C Kalaskar director.
Place: Hubli Date: (Suresh Babu. P)
CERTIFICATE This is to certify that Suresh Babu.P student of Master of Business Administration has prepared the This PROJECT title “A survey to study impact of TATA Nano Launch on car purchase in HubliDharwad City” has been prepared under the support and guidance of Mr.Rohit kalaskar. This project was given to me by Mr.Rohit kalaskar to make me aware of the steps of how to prepare a summer training project.
ACKNOWLEDGEMENT It is my great privilege to express my sincere thanks to Institute of Management Studies Hubli for providing us with all facilities to do this project. The same is happening with me when I am desperately searching for words to thank the almighty god for making me an instrument to write and prepare this project. I am thankful to Mr.Rohit C kalaskar for providing me support and encourage making and presenting this project. Finally thanks to Mr.Rohit C kalaskar Sir without his moral support this could not have been a great success for me.
Abstract The “A survey to study impact of TATA Nano launch on purchase in Hubli – Dharwad city” Is prepared under the guidelines of Mr.Rohit C kalaskar (Director and Faculty). This project report provides a gathering of knowledge about demand of different car brands in HubliDharwad cities; as well as it also provides a detail knowledge about the consumer preference towards different car brands. There is a sufficient of data analysis and conclusions are given in the research paper.
On the basis of feedback through questionnaire and observation method, I find out that the HubliDharwad consumer has changed their strategy towards the products and starts to purchase them on the basis of their quality. As the result, there is close competition between the companies. The each of them are increasing their products, qualities, and looks and providing better services everyday. Our analysis is based on sample results. It was a difficult task to gather the information from respondents by meeting them personally in order to get questionnaire filled. There was a lot of time pressure and sometimes unwillingness of respondents to respond. Mr.Rohit C kalaskar (DIRECTER)
CHAPTER.1 • Introduction & Design of the study • Statement of the study • Objectives of the study • Need for the study • Methodology (a) Size of the sample (b) Sampling design (c) Sample technique • Data collection • Hypothesis (Formula) • Geographical area of study • Data analysis • Limitation CHAPTER.2 • An over view of the study CHAPTER.3 • Opinion of the study CHAPTER.4 • Survey of findings suggestion and conclusion
Introduction There was a time when the car companies ignores in the market, they took no any interest to produced or sell products in the market in India. It was the initial stage of car companies in India. As per as the time had passed, the strategy and marketing style of car companies had been changed.
DESIGN OF THE STUDY The design of the study determines the steps to be followed to conduct the study and the important topics, which are to be covered in the study. This research is carried out as per the steps of market research process. To meet the objectives primary research is undertaken. A detailed design of the study is considered to be necessary in order to compare the actual theory with that observed in picture. The basic study on attempt has been made to separate the various respondents on basis of their age, income, education, profession and external factors.
Statement of the problem
A study to Study impact of TATA Nano launch on purchase in Hubli-Dharwad City. It is to know the opinion of the consumer about the Tata Nano car.
Objectives There are following objectives of the project:• To study which brand car is doing well in the Hubli – Dharwad market. • To know the details of the impact of the Nano in Hubli- Dharwad market • To know the consumer behavior and their willingness to buy TATA Nana car
Need for the Study In those days, the car market is the one of the best opportunity for the A segment car sector in the India. It is wider and less competitive market for the car. As the income Level of the consumers increasing, the demand of car is increasing continuously. The various need of the study is given as follows:To determine the raising demand of Tata Nano cars in Hubli-Dharwad cities. Know about the different choices of cars consumers.
RESEARCH METHODOLOGY SAMPLE DESIGN SAMPLE UNIT: - All working people are included both the genders i.e. males and females irrespective of their education level. SAMPLE SIZE: - 230 SAMPLE REGION: - Hubli-Dharwad SAMPLING PROCEDURE: - Random Sampling
DATA COLLECTION METHOD PRIMARY DATA Primary data was collected through a self administrated questionnaire. This questionnaire aims to gather information related to various Branded cars SECONDARY DATA Secondary data was collected through magazines, research papers, internet etc.
Questionnaire design As the questionnaire is self administrated one, the survey is kept simple and user friendly. Words used in questionnaire are readily understandable to all respondent. Also technical jargons are avoided to ensure that there is no confusion for respondents.
Definition of the Problem
The study of opportunity for car companies in the market is a sum total of different analytical survey of different car companies in the hubli-dharwad area. In one sense, we can say that it is determination of how much market captured by different car companies Changing lifestyles Rising per capital income, increased literacy and fast urbanization have caused fast growth and change in demand patterns. The rising aspiration levels, increase in spending power has led to a change in the consumption pattern.
I am also a citizen of rural area. I use my experiences and perceptions as hypothesis towards to made this project. Geographical area of study This geographical area is concerned to the where I conducted serve to analyze which is the best car brand in the twin city’s. I conducted serve in the serve in Hubli–Dharwad City’s areas like Gokul road, CBT, Aruna colony, Navanagar, Maruti nagger, Sirur park circle, etc. In Dharwad geographical areas like NTTF, Vidyagiri, Shivagiri, Vidyaranagar, Anandnagar, N R Stadium etc.
While surveying I encounter with some problems like some people were not willing to respond and few of them who responded were in hurry hence the active participation was lacking. Due to which we faced difficulties in collecting information regarding our questionnaire. Another problem which we face was that people were hesitating to give information about their opinion. Except it, the sample size we have taken for survey was small and it’s a difficult task to draw accurate conclusion or reach to an exact result on the basis of limited sample size. Moreover, our investment was limited and time was also less to go in depth. Threats to us are that- as people were hesitating to give their opinion and details so there is chance of error regarding opinion.
An over view of study
Hubli-Dharwad market is one of the best opportunities for the car sector. In some sense we can say that Hubli-Dharwad market is future of cars. The lifestyle of Hubli-Dharwad consumers is changing. The Indian market and the marketing strategy have become the latest marketing buzzword for most of the car majors. They added the strategies of different car companies for capturing Hubli-Dharwad market like Maruti, Hyundai, Mahendra, Honda, Ford, Bajaj, According to one of the survey, the economic growth in India's agricultural sector in last year was over 7%, compared with 3% in the industrial sector. This implies a huge market potentiality for the marketer to meet up increasing demand.
Factors such as strong distribution network and market awareness are few prerequisites for making an impression in the cars market.
The characteristics of the market in terms of low and spread out population and limited purchasing power make it a difficult market to capture. The Bottom of the pyramid marketing strategies and the 4 A's model of Availability, Affordability, Acceptability and Awareness provide us with a means of developing appropriate strategies to tackle the market, it is a study of different car companies used by Hubli-Dharwad consumers. It will provide information about consumer’s preferences towards a good car company which is too unique and different from those above researches.
Opinion of study After a good deal of consumer survey and marketing research, I have collected a good collection of data. The analyses of those data’s are given as follows:-
In the initial years, the Hubli-Dharwad consumers preferred A’s segment cars etc. but from the last period of five years, the preference of Hubli-Dharwad consumers towards cars has been changed. An extremely large number of cars of different companies are selling in Hubli-Dharwad market. The Hubli-Dharwad consumer’s preference towards the different car brands are given in following:
1) Which is the best car in your view?
tata indica maruti 800 santro ford icon scorpio tata somo qualis other 20% 15% 10% 15% 10% 10% 5% 5%
25% 20% 15% Series1 10% 5% 0% tata indica m aruti 800 santro ford icon scorpio tata som o qualis other
2) Do you suggest others to buy TATA NANO? Yes No
Ye s N o
3) Do you know how many car Brands are available in Hubli-Dharwad city?
tata indica maruti 800 20% 15%
santro ford icon scorpio tata somo qualis other
10% 15% 10% 10% 5% 5%
25% 20% 15% S eries 1 10% 5% 0% tata m aruti s antro ford s c orpio tata qualis other indic a 800 ic on som o
4) Whether the TATA NANO is useful To your business your family both
business family 15% 75%
8% 0 7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 % b sin ss u e fa ily m
S rie e s1
b th o
5) Which vehicle do you own at present?
two wheeler car others
56% 30% 14%
o t h e rs
S e rie s 1
t w o w h e e la r
6) How do you know about the particular brand? By advertisement in Television By paper advertisement By your friends advice
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% advertisement in Televis ion paper your f riends adv ic e advertisement Series 1
7) Do you feel the distribution channel is good in Hubli & Dharwad? Yes No
Yes N o
9) Do you feel for the price of TATA NANO car is affordable? Yes No
Ys e N o
10) Any impact of TATA Nano car launch on purchase
in Hubli – Dharwad city? Yes No
Yes No 76% 24%
80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No Yes No
11) This car is suitable for? Middle class Both class
middle class both ciass
12) TATA NANO is comfortable for
Size size price average all
70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 %
15% 64% 10% 11%
siz e pric e avera ge all
13) Is it suitable for long ride? Yes No
ys e n o
CHAPTER.4 Benefits of the study The result which we get after doing the survey and doing all the data analysis etc. it will considered as effective Market leader and growth on market and as well as Competitors and we can measure the people confidence about the TATA group.
Findings Promotional activities are not carried out
Major customers are professional and middle class people There is more scope for TATA Nano car and about the TATA group
SUGGESTIONS Employees should be increased in number to concentrate more attentively towards customer. Giving good service and quick respond towards the complaint is also increasing the sales and usage. Finally I hope TATA service is very good better then the other car companies. The Hubli-Dharwad market is very large in compare to the market as well as it is more challenging market. The consumer wants those products which are longlasting, good, easy to use and cheaper. It is necessary for all the car major companies to provide those products, which are easy to available and affordable to the consumers. It is right that the
profit margin is very low in the Nano products, but at the same time the market size is much large in the Hubli-Dharwad cities, as well as in India the companies can improve their product by increases the costs on the advertising because the Hubli-Dharwad consumers need attractive colors and service. Application of 4A* is also a major task for the major companies in this area. (*4A= Availability, Affordability, Acceptability, Awareness)
There is wide scope for TATA Nano car because now days the standard of living style increasing day by day and also the car rate also very less compares to the other A’s segment cars so people are interested to buy the Nano car. The banks also providing car loans for middle class people it is also one of the reasons for increasing in the sales. As I has analyzed the various data based on questionnaire, a fact has came into light that Tata’s products are the most known and popular Brand in context of home car products in Hubli-Dharwad market followed by Tata indica, Tata somo and Tata indigo, Tata somo victa.
Because of extremely large product line, cheaper cost, brand loyalty, good publicity and advertisement, the Hubli-Dharwad consumers generally prefers the products of Tata’s in all segments. Except it, people
firstly prefer for good quality and comparatively low prices products.
QUESTIONAIRE: ------HUBLI EDUCATION TRUST INSTITUTE OF MANAGEMENT STUDIES HUBLI
This survey is a “A survey to study impact of TATA Nano launch on purchase in Hubli – Dharwad city” to know the common man reaction on the launch of the car. This survey is for academic purpose only and the data collected will be kept confidential. SECTION 1 Name: ____________________ Date /04/2009
Address: ________________________________ ________________________________ ________________________________ Age: Gender: Male Female Graduation
Education qualification: Under graduation Post graduation Profession: Contact no:
1) Which is the best car in your view? _____________________________________ 2) Do you suggest others to buy TATA NANO? Yes No 3) Do you know how many car Brands are available in Hubli-Dharwad city? __________________ ___________________ __________________ ___________________ 4) Whether the TATA NANO is useful To your business your family 5) Which vehicle do you own at present? __________________________ 6) How do you know about the particular brand? By advertisement in Television By paper advertisement By your friends advice both
7) Do you feel the distribution channel is good in Hubli & Dharwad? Yes No 9) Do you feel for the price of TATA NANO car is affordable?
10) Any impact of TATA Nano car launch on purchase in hubli – Dharwad city? Yes No 11) This car is suitable for? Low class Middle class High class All
12) TATA NANO is comfortable for Size Price Average 13) If you are not interested in Nano car, why? _______________________________ 14) Is it suitable for long ride? Yes No 15) Your opinion about TATA NANO ________________________________ _______________________________