PREFACE

Projec
Projectt report
report is a part
part of curric
curriculu
ulum
m in partia
partiall fulfil
fulfillme
lment
nt of Master
Master Degree
Degree in Busine
Business
ss
Administration (M.B.A), Jawaharlal Nehru echnological !ni"ersit#, $#dera%ad. he aim of the
 project is to enhance the practical e&perience of the student as the# get an opportunit# to gain
'nowledge from the field wor' and also to learn the opinion on the %asis of responses recei"ed to
the uestionnaire that has %een administered, this stud# is underta'en as the part of practical
training for specified period, which is compulsor# for M.B.A scholars.

ut of the fundamental areas in management, MA*+-N is adjudged as the most important
area. MA*+-N pla#s a "er# important role in the organi/ation. he mar'eting is the main
stre
strengt
ngth
h of an# orga
organi
ni/a
/ati
tion
on and
and this
this sour
source
ce contr
contri%
i%ut
utee ma&i
ma&imu
mum
m to the
the succ
succes
esss of an#
an#
organi/ation.his stud# is conducted on one of the important functions in mar'eting, that is,
0onsumers %u#ing %eha"ior towards AA. he stud# signifies the importance of 0onsumers
 %u#ing %eha"ior towards A
AA in an organi/ation. -n the mar'et it is "er# essential to 'now the
 %u#ing %eha"ior of the consumer. -nformation on %u#ers %eha"ior is generall# used to predict or 
diagnose %u#ers action in the mar'ets. Prediction in"ol"es anticipating what %u#ers will do at
some future time. Pro%a%l# the most common 'ind of %u#er1s %eha"ior prediction is the sales
forecast, which estimates purchase choice of %u#er in the mar'et.

"er
"er#
# orga
organi
ni/a
/ati
tion
on shoul
should
d ha"e
ha"e or 'now
'now the
the 0onsu
0onsume
mers
rs %u#
%u#in
ing
g %eha
%eha"i
"ior
or made
made in the
the
 perspecti"es of %oth the organi/ation and as well as the emplo#ees to accomplish the o%jecti"es
and ha"e
ha"e a succes
successfu
sfull perfor
performan
mance
ce in order
order to achie"e
achie"e compet
competiti
iti"e
"e ad"anta
ad"antage.
ge. he -ndian
-ndian
competition in the mar'et is "er# "olatile and the trend of the mar'et is "er# much uncertain and
it is "er# difficult to ta'e decision a%out particular scrip and the decision ta'en toda# is not "alid
for tomorrow. herefore, the research pro%lem - selected is e"aluation in the consumers %u#ing
 %eha"ior %ased on *esearch Anal#sis and then - ha"e gone for the anal#sis of the consumers
 %u#ing %eha"ior with the help of 2uestionnaires data and then after complete stud# on the
 project - ha"e gi"en the information in a much easier wa# through charts. he stud# is carried
with an o%jecti"e to guide the customer and speculators %ased on the *esearch design and
Anal#sis. he project that is carried out %# me, will definitel# help the Mar'eter and 0ustomer in
going according to the %u#ing
% u#ing %eha"ior in order to sustain the competition
c ompetition in the mar'et.
 TABLE
TABLE OF CONTENTS
 P
CHAPTERS PARTICULARS
PARTICULARS PAGE
PAGE NOs.
3 -ntroduction
• -ntroduction of the stud# 4 (he pro%lem)
•  Need for the stud#
• %jecti"e of the stud#
• 5cope of the stud#
• *esearch Methodolog#
 Primar# and 5econdar# data
 5ample 5election

• Period of 5tud#
6 Data Base
• -ndustr# Profile
• 0ompan# Profile
7 heoretical Ba
Bac'ground
• 0onsumers %u#ing %eha"ior 
8 Data Anal#sis and -nterpretation
9 :indings from the 5tud#
; *ecommendations
< 5ummar#
= 0onclusion
Anne&ure
Bi%liograph#
-nde& of the +e# >ords
INTROUCTION OF THE STUDY – (THE PROBLEM)
he term consumer %eha"ior is defined as the %eha"ior that the consumers displa# in searching
for purchasing, using, e"aluating and disposing of products and ser"ices that the# e&pect will
satisf# their needs.
%ser"a%le acti"ities chosen to ma&imi/e satisfaction through the attainment of economic goods
and ser"ices such as choice of retail outlet, preference for particular %rands and so on.he %u#ing
 %eha"iors of final consumers are the indi"idual and households who %u# goods and ser"ices for 
their personal consumption.
 TABLE
TABLE OF CONTENTS
 P
CHAPTERS PARTICULARS
PARTICULARS PAGE
PAGE NOs.
3 -ntroduction
• -ntroduction of the stud# 4 (he pro%lem)
•  Need for the stud#
• %jecti"e of the stud#
• 5cope of the stud#
• *esearch Methodolog#
 Primar# and 5econdar# data
 5ample 5election

• Period of 5tud#
6 Data Base
• -ndustr# Profile
• 0ompan# Profile
7 heoretical Ba
Bac'ground
• 0onsumers %u#ing %eha"ior 
8 Data Anal#sis and -nterpretation
9 :indings from the 5tud#
; *ecommendations
< 5ummar#
= 0onclusion
Anne&ure
Bi%liograph#
-nde& of the +e# >ords
INTROUCTION OF THE STUDY – (THE PROBLEM)
he term consumer %eha"ior is defined as the %eha"ior that the consumers displa# in searching
for purchasing, using, e"aluating and disposing of products and ser"ices that the# e&pect will
satisf# their needs.
%ser"a%le acti"ities chosen to ma&imi/e satisfaction through the attainment of economic goods
and ser"ices such as choice of retail outlet, preference for particular %rands and so on.he %u#ing
 %eha"iors of final consumers are the indi"idual and households who %u# goods and ser"ices for 
their personal consumption.
0onsumers ma'e man# %u#ing decisions e"er# da#. Most large companies research consumers
 %u#ing %eha"ior decision in great detail to disco"er 
>hat consumers %u#?
>here the# %u#?
$ow much the# %u#?
>hen the# %u#?
And when the# %u#?
Mar'eters can stud# actual consumer purchase, %ut learning a%out the whys of consumers %u#ing
 %eha"ior is not so eas# @ the answers are often loc'ed deep within the consumer head.
he central uestion for mar'eters
mar'eters is $ow do consumers
consumers respond to "arious
"arious mar'eting
mar'eting efforts
the compan# might use? he companies that reall# understand how consumers will respond to
diff
differ
erent
ent prod
product
uct feat
featur
ure,
e, pric
prices
es and
and ad"er
ad"erti
tisi
sing
ng appl
apples
es has
has a grea
greatt ad"an
ad"anta
tage
ge o"er
o"er its
its
competitors. he starting point is the stimulus @ response model %eha"ior. Mar'eting and stimuli
enter the consumer1s %lac' %o& and produce certain responses. Mar'eters must figure out what is
in the %u#er1s %lac' %o&.
Bu#ing %eha"ior differs greatl# for a tu%e of toothpaste, a tennis rac'et, an e&pensi"e
camer
cameraa and
and a new
new :our4
:our4wh
whee
eele
lerr. Mo
More
re compl
comple&
e& deci
decisi
sions
ons usua
usuall
ll#
# in"ol
in"ol"e
"e mo
more
re %u#i
%u#ing
ng
 participants and more deli%eration.
0omple& consumers %u#ing %eha"ior in situation is characteri/ed %# high consumer in"ol"ement
in a purchase and significant percei"ed difference among %rands.
Diss
Dissona
onanc
nce4
e4re
reduc
ducin
ing
g cons
consum
umer
erss %u#
%u#in
ing
g %eha"
%eha"io
iorr in situ
situat
atio
ions
ns is char
charac
acte
teri
ri/ed
/ed %# high
high
in"ol"ement %ut few percei"ed differences among %rands.
$a%i
$a%itu
tual
al cons
consum
umer
erss %u#i
%u#ing
ng %eha"
%eha"io
iorr in situ
situat
atio
ions
ns are
are char
charac
acte
teri
ri/e
/ed
d %# low
low consu
consume
mers
rs
in"ol"ement and few significant percei"ed %rand differences.
ariet#
riet#4see
4see'in
'ing
g consum
consumers
ers %u#
%u#ing
ing %eha"i
%eha"ior
or in situat
situation
ion is charac
character
teri/e
i/ed
d %# low consum
consumer 
er 
in"ol"ement %ut significant percei"ed %rand differences.

Factors i!"#$ci% t&$ '$&aior o! '#$rs .

0ons
0onsum
umer
er %eha
%eha"i
"ior
or is affe
affect
cted
ed %# man#
man# uncon
uncontr
trol
olla
la%l
%lee fact
factor
ors.
s. Just
Just thin
thin',
', what
what
influences #ou %efore #ou %u# a product or ser"ice? Cour friends, #our up%ringing, #our culture,
the media, a role model or influences from certain groups?
 0ulture is one factor that influences %eha"ior. 5impl# culture is defined as our attitudes
and %eliefs. But how are these attitudes and %eliefs de"eloped? As an indi"idual growing up, a
child is influenced %# their parents, %rothers, sister and other famil# mem%er who ma# teach
them what is wrong or right. he# learn a%out their religion and culture, which helps them
de"elop these opinions, attitudes and %eliefs (A-) . hese factors will influence their purchase
 %eha"ior howe"er other factors li'e groups of friends, or
o r people the# loo' up to ma# influence
their choices of purchasing a particular product or ser"ice. *eference groups are particular 
groups of people some people ma# loo' up towards to that ha"e an impact on consumer 
 %eha"ior. 5o the# can %e simpl# a %and li'e the 5pice irls or #our immediate famil# mem%ers.
pinion leaders are those people that #ou loo' up to %ecause #our respect their "iews and
 judgments and these "iews
" iews ma# influence consumer decisions. 5o it ma#%e a friend who wor's
with the - trade who ma# influence #our decision on what computer to %u#. he economical
en"ironment also has an impact on consumer %eha"ior do consumers ha"e a secure jo% and a
regular income to spend on goods? Mar'eting and ad"ertising o%"iousl# influence consumers in
tr#ing to e"o'e them to purchase a particular product or ser"ice.
People1s social status will also impact their %eha"ior. >hat is their role within societ#?
Are the# Actors? Doctors? ffice wor'er? And mothers and fathers also? 0learl# %eing parents
affects #our %u#ing ha%its depending on the age of the children, the t#pe of jo% ma# mean #ou
need to purchase formal clothes the income which is earned has an impact. he lifest#le of 
someone who earns E69FFFF would clearl# %e different from someone who earns E69FFF. Also
characters ha"e an influence on %u#ing decision. >hether the person is e&tro"ert (out going and
spends on entertainment) or intro"ert ('eeps to themsel"es and purchases "ia online or mail
order) again has an impact on the t#pes of purchases made.

NEED OF THE STUDY

• :or academic purpose, as it is a part of the curriculum, in partial fulfillment of Master 

degree in Business Administration,
Administration,
• -n this era of high competition and rapid changes, the 0onsumer %u#ing %eha"ior are
'nown to %e one of the main factors to contri%ute for a successful performance and to
attain competiti"e ad"antage.
 • he main purpose of the stud# is to gain practicall# 'nowledge on the role of 0onsumers
 %u#ing %eha"ior in an organi/ation.
• he purpose of the project is to stud# the importance of the 0onsumers %u#ing %eha"ior 
in the organi/ation.
• o stud#
stud# and anal#/e the "arious 0onsumers %u#ing %eha"ior in the organi/ation.

SCOPE OF THE STUDY

• he area of the stud# has

h as %een confined to its topic @ 0onsumers %u#ing %eha"ior.
• he stud# was made in the organi/ation.
• he main scope of the stud# is limited to Dhilsu'hnagar area.
• -t also anal#sis the %enefits accruing to the compan# as a result of those ser"ice.
• his stud# has %een made to find the le"el of satisfaction the customer has regarding the
ser"ice pro"ider %# 0ar place.
• he stud# has sole reference from the customers of 0oncorde showroom.
• he stud# was for duration of 89 da#s.

OB*ECTI+ES OF THE STUDY

• o stud# the consumers satisfaction towards AA 0ars

• o stud#
stud# the importance of the 0onsumers %u#ing %eha"ior in the organi/ation.
• o stud#
stud# and to anal#/e the "arious 0onsumer %u#ing %eha"ior in the organi/ation.
• o identif# if the 0onsumers %u#ing %eha"ior are appropriate to the organi/ation and to
the emplo#ees.
• o stud# and anal#/e if the 0onsumer %u#ing %eha"ior
%eh a"ior are mutuall# %enefited to %oth,
%o th, the
organi/ation and as well as to the emplo#ees.
e mplo#ees.
• o 'now mar'et position of AA 0ars in the mar'et.
• o 'now consumer %eha"ior for purchase of :our >heeler car.
 • o stud# the consumers satisfaction towards price of AA.
• o stud# the consumers opinion of AA.
• o anal#/e if 0onsumers %u#ing %eha"ior are re"iewed and modified on timel# %asis.

METHODOLOGY

RESEARCH METHOLOGY,
he stud# is descripti"e in nature, as it deals with emplo#ees for %etter anal#sis of the facts.

RESEARCH DESIGN,
he focus on the stud# was to o%tain information to find out the effects of 0onsumer %u#ing
 %eha"ior towards AA in the organi/ation.
 Plan
 Anal#/e the 0onsumer %u#ing %eha"ior 
 Prepare uestionnaire
 Anal#/e the data gather preliminar# data.
 0ollected
 Prepare the report
RESEARCH INSTRUMENT,
he sur"e# method used to collect the rele"ant data for the assessment is the uestionnaire
method.

RESEACH COLLECTION,
he data collection in"ol"es primar# and secondar# data for the stud# of 0onsumers %u#ing
 %eha"ior.

A) PRIMARY DATA AND SECONDARY DATA

PRIMARY DATA,
he primar# data was collected through uestionnaire sur"e#. Data is gathered %# distri%uting the
uestionnaires to the customers of the compan#.
he uestionnaire is prepared to gather the information pertaining to gather information on the
0onsumers %u#ing %eha"ior.

-#$stioair$ 
he uestionnaire contains 6F uestions co"ering the aspects of 0onsumers %u#ing %eha"ior 
towards AA of the organi/ation.
he t#pe of uestions used was pen4ended t#pe and Dichotomous t#pe and Multiple4choice
t#pe.
he emplo#ees were gi"en a three da#s time to allow the respondents to ha"e time to thin' and
the respondent was assured of anon#mit# so that the# can feel free to gi"e their desired response.

SECONDARY DATA,
he secondar# data was collected from the organi/ation.
Most of the data was collected from
4 Maga/ines
4 Newspapers1
4 *eferences
4 Boo's

B) SAMPLE SELECTION AND SAMPLE SIE

SAMPLE SELECTION,
he population of the stud# consists of customers of AA showroom.
he population includes
4 Businessman
4 5er"icemen
4 5tudents
4 mplo#ees.

SAMPLE SIE,
he sample si/e ta'en for the stud# included 3FF customers from AA showroom with duration
of 89 da#s.
he accurac# of the anal#sis and conclusion entirel# depends upon the relia%ilit# of the
information pro"ided %# the customers.

LIMITATIONS OF THE STUDY

 he duration of the stud# was for 89 da#s in 0oncorde Motors.

 he stud# was conducted on the customers of 0oncorde Motors.

 he tools used for collection of information from the customers were in the form of
uestionnaires, as the respondents will ha"e confidence of anon#mit# in uestionnaire
than in that of inter"iews.
 INDUSTRY PROFILE

INTRODUCTION OF FOUR /HEELER INDUSTRY

BIRTH OF THE CAR

he %irth of the car as we 'now it toda#

occurred o"er a period of #ears. -t was onl# in 3==9
that the first real car rolled down on to the streets. he
earlier attempts, though successful, were steam
 powered road4"ehicles.
he first self4propelled car was %uilt %# Nicolas 0ugnot in 3<;G which could attain
speeds of upto ; 'msHhour. -n 3<<3 he again designed another steam4dri"en engine which ran so
fast that it rammed into a wall, recording the world1s first accident.

-n 3=F< :rancois -saac de *i"a/ designed the first internal com%ustion engine. his was
su%seuentl# used %# him to de"elop the world1s first "ehicle to run on such an engine, one that
used a mi&ture of h#drogen and o&#gen to generate energ#.

his spawned the %irth of a num%er of designs %ased on the internal com%ustion engine in
the earl# nineteenth centur# with little or no degree of commercial success. -n 3=;F thereafter,
Jean Joseph tienne Ienoir %uilt the first successful two4stro'e gas dri"en engine. -n 3=;6 he
again %uilt an e&perimental "ehicle dri"en %# his gas4engine, which ran at a speed of 7 'msHhour.
hese cars %ecame popular and %# 3=;9 could %e freuentl# espied on the roads.

he ne&t major leap forward occurred in 3==9 when the four stro'e engine was de"ised.
ottile% Damlier and Nicolas tto wor'ed together on the mission till the# fell apart. Daimler 
created his own engines which he used %oth for cars and for the first four wheel horseless
carriage. -n the meanwhile, un'nown to them, +arl Ben/, was in the process of creating his own
ad"anced tri4c#cle which pro"ed to %e the first true car. his car first saw the light of the da# in
3==;.

he season of e&periments continued across the seas in the !nited 5tates where $enr#
:ord %egan wor' on a horseless carriage in 3=GF. $e went se"eral steps forward and in 3=G;,
completed his first car, the 2uadric#cle in 3=G;. his was an automo%ile powered %# a two
c#linder gasoline engine. he :ord Motor 0ompan# was launched in 3GF7 and in 3GF= he
catapulted his "ehicle, Model  :ord to the pinnacle of fame. 0ontinuing with his inno"ations,
he produced this model on a mo"ing assem%l# line, thus introducing the modern mass production
techniues of the automo%ile industr#.

he modern car, therefore comes from a long list of "enerated ancestors, and its lineage
will, hopefull#

AD+ENT OF CARS IN INDIA

:rom the singsong rh#thm of the %ulloc' cart to the

 jet4age, -ndia has tra"eled a long wa#. An a"erage -ndian1s
dream car ma# not %e the design4sa""# $onda or the statel#
limousine, %ut he sure can dream, and afford, the Maruti now.

-t was in 3=G= that the first motorcar rode down -ndia1s roads.
:rom then till the :irst >orld >ar, a%out 8,FFF cars were
directl# imported to -ndia from foreign manufacturers. he
growing demand for these cars esta%lished the inherent reuirements of the -ndian mar'et that
these merchants were uic' to pounce upon.
 he $industan Motors ($M) was set up in 3G86 and in 3G88, Premier Auto%ac'mo%ile
(PAI) was esta%lished to manufacture automo%iles in -ndia. $owe"er, it was PAI who produced
the first car in -ndia in 3G8;, as $M concentrated on auto components and could produce their 
first car onl# in 3G8G.

-t was left to another compan#, Mahindra and Mahindra (MM) to manufacture sturdier 
utilit# "ehicles, namel# the American Jeep.

-n the 9Fs, the o"ernment of -ndia granted appro"al to onl# < car dealers to operate in
-ndia 4 $M, AP-, AII, 5MP-I, PAI, MM and elco. he protectionist policies continued to
remain in place. he ;Fs witnessed the esta%lishment of the two4three wheeler industr# in -ndia
and in the <Fs, things remained much the same.

5ince the =Fs, the -ndian car -ndustr# has seen a major resurgence with the opening up of 
-ndian shores to foreign manufacturers and colla%orators.

he GFs ha"e %ecome the melting point for the car industr# in -ndia. he consumer is 'ing. $e
is %eing constantl# wooed %# %oth the -ndian and foreign manufacturers. hough sales had ta'en
a dip in the first few months of 3GGG, it is %ac' to %oom time. New models li'e Maruti1s 0lassic,
Alto, 5tation >agon, :ord1s -'on, the new loo' Mitsu%ishi Iancer are all %eing launched with an
e#e on the emerging mar'et.

-n these last #ears of the millennium, suffice it is to sa# that -ndian cars will onl# grow from
strength to strength.

AUTOMOBILE INDUSTRY – /HEELS OF CHANGE,

- n d ia h a d i t s d a t e w i th t h i s w o n d er f u l " e h i cl e f i r s t t i m e i n 3 = G = .  h e n f o r t h e
ne&t fift# #ears, cars were imported to satisf# domestic demand. Between 3G3F and 6FKs
theautomo%ile industr# made a hum%le %eginning %# setting up assem%l# plants in
Mum%ai,0alcutta and 0hennai. he importHassem%l# of "ehicles grew consistentl# after the
3G6FKs, crossing the 7F,FFF mar' in 3G7F. -n 3G8;, Premier Automo%ile Itd (PAI) earned
thedistinction of manufacturing the first car in the countr# %# assem%ling KDodge De5otoK
andKPl#mouthK cars at its +urla plant. $industan Motors ($M), which started as a
manufacturer of auto components graduated to manufacture cars in 3G8G. han's to the Iicence
*aj whichrestricted foreign competitors to enter the -ndian car mar'et, -ndian roads were ruled
 %#Am%assador 0ar from $industan Motors and the :iat from Premier Auto Itd. for man# of 
theinitial #ears.-n 3G96, the - set up a tariff commission to de"ise regulations to de"elop
anindigenous automo%ile industr# in the countr#.

After the commission su%mitted itsrecommendations, the - as'ed assem%l# plants, which did
not ha"e plans to set upmanufacturing facilities, to shut operations. As a result eneral Motors,
:ord and other assem%lers closed operations in the countr#. he #ear was 3G98 and this decision
of thego"ernment mar'ed a turning point in the histor# of the -ndian car industr#. he -
alsohad a sa# in what t#pe of "ehicle each manufacturer should ma'e. herefore, each
 productwas safel# cocooned in its own segment with no fears of an# impending competition.
Also,no new entrant was allowed e"en though the# had plans of a full4fledged
manufacturing program. he restricti"e set of policies was chiefl# aimed at %uilding an
indigenous autoindustr#. $owe"er, the restrictions on foreign colla%orations led to limitations on
import of technolog# through technical agreements.

INDUSTRY STRUCTURE

Str#ct#r$,

T&$ I0ia A#to1o'i"$ i0#str ca '$ 'roa0" c"assi!i$0 ito ,

• 6H7 wheelers

• Passenger cars

• 0ommercial "ehicles (I0HM0H$0)

• ! (!tilit# ehicles)

• ractors

he models in the car mar'et can %e fitted to different segments as gi"en %elow
Cat$%or Mo0$"s

conom# segment (up to *s F.69 mn) Maruti mni, Maruti =FF etc

Mid si/e segment (*s F.694F.89 mn) :iat !no, $#undai 5antro, Maruti Alto, ata -ndica
etc

Iu&ur# 0ar 5egment (F.8943mn) ata -ndigo, $onda 0it#,etc

5uper lu&ur# segment (a%o"e *s 3mn) Mercedes Ben/  other imported models

E+ENTS AND MILESTONES

A %ehind4 the4 scenes loo' into the ma'ing of one of  

-ndiaKs most "i%rant industries. he landmar's along the wa#...

23456 he first imported car was seen on -ndian roads

23746 $industan Motors incorporated

23776 Premier automo%iles started

23756 :irst car manufactured in -ndia

23896 he o"ernment of -ndia decreed that onl# those firms which ha"e a manufacturing
 program should %e allowed to operate

23886 nl# se"en firms, namel#, $M, AP-, AII, 5MP-I, PAI, M M and I0 recei"ed
appro"al.

23:; 6 23<; 6  he two, three wheeler industr# esta%lished a foothold in the -ndian scenario.
23<; 6 235; 6 Not much change was witnessed during this period. he major factors affecting the
industr# were the implementation of the M*P Act( Monopolies and rade *estricti"e Practices
Act), :*A (:oreign &change *egulation Act) and the il 5hoc' of 3G<7 and 3G<G.

235; 6 233; 6 he first phase of li%erali/ation was announced %# the o"t. 4>ith the
li%erali/ation of the o"ernmentKs protectionist policies, the ad"antages hitherto enjo#ed %# the
-ndian car manufacturers li'e monopol#, oligopol#, slowl# %egan to disappear.

his period is also mar'ed %# the entr# of a large num%er of firms in the mar'et. 8
Japanese manufacturers entered the 0ommercial ehicle and wo4 >heeler mar'et. he
o"ernment agreed to the demand for allowing foreign colla%oration in the automo%ile sector 
he industr# witnessed a resurgence due to major polic# changes li'e rela&ation in M*P and
:*A, delicensing of some ancillar# products, %road %anding of the products and modification
in the licensing polic#. Also, the concessions it ga"e to the pri"ate sector and the new foreign
colla%oration polic#, all resulted in higher growth and %etter performance of the industr# than in
the earlier decades.

he o"ernment of -ndia tied up with 5u/u'i -nc. of Japan which produced -ndiaKs most
successful car4 the Maruti.

2332 6 !nder the o"t.Ks new National -ndustrial Polic#, the license raj was dispensed with, and
the automo%ile industries were allowed to e&pand freel#.

2339 6 >ith the winds of li%erali/ation sweeping the -ndian car mar'et, man# multinationals li'e
Daewoo, Peugeot, general Motors, Mercedes4Ben/ and :iat came into the -ndian car mar'et.

233< 6 he National $ighwa# Polic# was announced which will hopefull# ha"e a positi"e impact
on the automo%ile industr#. he o"ernment also laid down the emission standards to %e met %#
car manufacturers in -ndia in the coming millennium. here were two successi"el# stringent
emission le"els to %e met %# April 6FFF and April 6FF9, respecti"el#. hese norms were
 %enchmar'ed on the %asis of those alread# adopted in urope, hence the names uro -
(eui"alent to -ndia 6FFF) and the -ndian eui"alent of uro --.
2333 6 he $on1%le 5upreme 0ourt passed an order directing all car manufacturers to compl#
with uro - emission norms (-ndia 6FFF norms) %# the 3st of Ma#, 3GGG in National 0apital
*egion(N0*) of Delhi. he deadline was later e&tended to 3st June, 3GGG.

HISTORY OF FOUR /HEELER INDUSTRY

he -ndian automo%ile component industr# has finall# %egun to emerge on its own. -t has
 %egun to ta'e major steps towards ma'ing world class 2ualit# 5#stems %# im%i%ing the -5
GFFFH25 GFFF 2ualit# 5#stems. &ports ha"e %een to the tune of 3FL of output in the last
decade. &ports grew from !56G; in 3GG94G; to !5733 in 3GG;4G<. he principal e&port items
included tractor parts, motorc#cle parts, piston rings, fuel injection parts, r adiators, headlamps, auto %ul%s
etc. $owe"er, this section has %een long neglected and does not get the due it deser"es. >e end

these lacunae %# putting up a whole segment on this important industr#. read on a%out details on
the major auto parts, their dealers, the places the# are manufactured..

COMPANY PROFILE

0oncorde Motors @ A Brief $istor#

• 0ommenced Business in 3GG<4G=

• A Joint enture %etween the AA roup  Jardine -nternational Motors with presence
in G cities across -ndia

• Dealer for ata Passenger 0ars as well as Mercedes Ben/

• Became 3FFL su%sidiar# of MI after Jardine e&ited the %usiness in 6FF6

• 0ompan# e&ited >est  North *egions, consolidating its presence in the three major 
cities in south i.e., Bangalore, 0hennai  $#dera%ad

0oncorde Motors4oda#
• 0oncorde has succeeded in esta%lishing a networ' standard that has %een a %enchmar' 
amongst all Automo%ile dealerships
• 0aters to 5ales, 5er"ice  5pare parts of ata 0ars
 • 38 show rooms, 36 wor'shops with a show room  wor'shop area in e&cess of 9 la'hs
s.ft in 9 cities

• 0orporate dealership43FFL su%sidiar# of MI

• An -5 GFF36FF= compan#

• urno"er of <G8 crore last fiscal, wor'force of 37FF 

• 0ompleted more than 3F #ears of successful operations @e&perience  e&pertise in

customer care43FFFFF customers

• Began its journe# towards e&cellence %# su%mitting its first ata Business &cellence
Model Application and underwent the BM Assessment in 6FFG

• 0M-I has %een consistentl# winning numerous awards from ata Motors since its
inception

• he trend continued last fiscal with the compan# %agging the op Awards

0oncorde Motors 4 All -ndia Awards 6FFG46F3F

• *DP CSI E=t$ra" S#r$,  No.3 Dealer 4 Bangalore Business !nit
• Tata U+ Sa"$s ,  No.3 Dealer 4 0hennai Business !nit

• Acc$ssori$s Sa"$s ,  No.3 Dealer 4 0hennai Business !nit

• O$ra"" +$&ic"$ Sa"$s , No.6 Dealer 4 0hennai Business !nit

• Tata I0ica Sa"$s ,  No.6 Dealer 4 0hennai Business !nit

0oncorde Motors @ >hat >e 5tand :or 

Cocor0$ Motors 6 +isio Stat$1$t

o %e the most admired auto retail compan# in the countr#, %# delighting our customers. o %e
the industr# %enchmar' 4 in terms of customer satisfaction, %usiness processes and performance
results, there%# adding "alue and prosperit# to all our sta'eholders.
Cocor0$ Motors – Missio Stat$1$t

o consistentl# delight our customers and other sta'eholders and %uild lasting relationships %#
our %usiness processes which are dri"en %# moti"ated and empowered team of emplo#ees. o
create a seamless organi/ation that encourages listening, learning, inno"ation and emplo#ee
growth in line with AA core "alues.

Cocor0$ Motors – +a"#$s

0ustomer :ocus in all our processes  decisions. -ntegrit# at all times, whene"er  where"er we
operate. Disciplined team wor'. Agilit# to sustain leadership. >elcome to 0oncorde Motors 4 a
full# owned su%sidiar# of ata Motors Itd with state of the art infrastructure and an -5
GFF36FF= compan#OO sta%lished in 3GG<, 0oncorde Motors -ndia Itd has completed more than
a decade of operations as a pioneer dealership.-t has succeeded in setting a networ' standard that
has %een a %enchmar' amongst all automo%ile dealerships. 0oncorde Motors emplo#s 37FF
emplo#ees and had a turno"er of <G8 crores last fiscal #ear. eographicall# located in ; prime
locations 4 $#dera%ad, Bangalore, 0hennai, 0ochin, Delhi  Mum%ai, we at 0oncorde %elie"e in
gi"ing #ou the %est in terms of 5er"ice 2ualit#  0ustomer e&perience. >ith 38 showrooms 
36 wor'shops, we pro"ide our "alued customers a wide choice of cars ranging from a small car 
to a Iifest#le "ehicle in the AA portfolio.>e ha"e commenced the ata Motors Assured used
car %usiness in the last fiscal #ear.

Ma'ing the right choice is crucial to %u#ing a new car.&plore our we%site to help #ou with a
wise car %u#ing decisionO *ight from selecting the car, ta'ing a test dri"e and all related
information a%out ma'ing #our choice for accessories, insurance, e&tended warrant#, we will
guide #ou through the complete car %u#ing process. a'ing forward our relationship with our 
customers, we e&tend the %est after sales  ser"ice and we continuall# stri"e for customer 
satisfaction. >e also assist #ou in e&changing #our old car at the %est price and upgrading to a
new car. Cou ma# now as' for a test dri"e, get a uote for a car or do a %oo'ing for a ser"ice
schedule online and gi"e us #our "alua%le feed%ac' on the same.

>e wish #ou a wholesome car %u#ing e&perience at 0oncorde Motors -ndia ItdOO Join our famil#
of 3 la'h plus customersO
0oncorde Motors retails the entire range of AA cars a"aila%le in -ndia. A "ast selection of 
models and "ariants are a"aila%le to suit e"er# taste and %udget. 0lic' on the categor# which
interests #ou to learn more a%out the latest AA cars on offer 

0oncorde Motors is pleased to %ring #ou ata Motors Assured @ the pre owned "ehicle %rand
from ata Motors Itd. 0oncorde !sed 0ar Di"ision will help #ou to 

• Bu# 0ertified Pre4owned ata cars

• 5ell #our e&isting car 

• &change #our e&isting car for a new ata car

Cou can sell or e&change an# %rand of used car with 0oncorde Motors, su%ject to standard terms
 conditions. his facilit# is a"aila%le at all the cities we operate in @ Bangalore, 0hennai,
$#dera%ad, 0ochin, Delhi and Mum%ai.

C#sto1$r car$

he Best 5tandard of 5er"ice

• 5tate4of4the4art world class pneumaticall# automated wor'shops
• 2ualified and trained echnicians, 5er"ice Ad"isors and 0ustomer *elationships
fficers.

• !se of special tools and ualit# parameters for repairs.

• Best in industr# la%our charges.

• 68 hours helpline and a %rea'down help line "ehicle.

• 3FFL assurance of usage of genuine ata Motors spare parts.

• !sage of speciall# %lended lu%ricants and long lasting paints.

ther 5er"ices
• 0omprehensi"e A0 repairs conducted using modern A0 charging machines.
• 0omprehensi"e accidental repairs done %# e&perts in Bod# and Paint shop echnolog#.
 • alue Added 5er"ices 4 0ar 0are reatments, Anti *ust Applications, 3=  3= H 3=  7F
e&tended >arrant# %enefits, fuel additi"es, engine decar%oni/ing, etc.

• 5er"ice Pac'ages 4 old clu% mem%er ship, Annual Maintenance contract, Annual
5cheduled 5er"ice contract, ehicle $ealth chec'up plan, etc.

• A"aila%ilit# of alue for Mone# *econditioned aggregates li'e engines, power steering,
A0 compressors (*econditioned %# Ms).

Awards
>inning awards  applause consistentl# for a jo% well done is an immense feeling. But, it raises
the %ar of e&pectations of those around #ou constantl#. And at 0oncorde, we reali/e it too well.
:or us, e&cellence is not an end in itself %ut an ongoing journe# which %egan a decade ago. -t is a
means to customer satisfaction and long term growth. >inning awards  applause consistentl#
for a jo% well done is an immense feeling. herefore, we continuall# stri"e to gi"e a cherisha%le
and pleasant ownership e&perience of a ata car to our customers.
0oncorde Motors has %een a consistent winner, %agging top honours at the annual dealer meet
conducted %# ata Motors. his is in addition to the awards gi"en %# our "endors and other 
associates. A sample of the recent awards won %# us is categorised #ear4wise %elow. 0lic' on the
categor# to see all our awards.
All -ndia Awards 6FF;4F<
• O$ra"" $&ic"$ Sa"$s, ,  No.7 Dealer 4 Bangalore Business !nit
• Acc$ssori$s Sa"$s ,  No.3 Dealer 4 Bangalore Business !nit

• I0ica Sa"$s ,  No.3 Dealer 4 $#dera%ad Business !nit

All -ndia Awards 6FF<4F=

• O$ra"" $&ic"$ Sa"$s ,  No.3 Dealer 40hennai Business !nit
• Tata U+ Sa"$s ,  No.3 Dealer 40hennai Business !nit

• I0ica Sa"$s ,  No.3 Dealer 4 $#dera%ad Business !nit

• Tata Car Sa"$s ,  No.3 Dealer 4 $#dera%ad Business !nit

• Acc$ssori$s Sa"$s ,  No.3 Dealer 4 Bangalore Business !nit

All -ndia Awards 6FF=4FG
• *DP CSI E=t$ra" S#r$ ,  No.3 Dealer 4 $#dera%ad Business !nit
• *DP CSI E=t$ra" S#r$ ,  No.6 Dealer 4 Bangalore Business !nit

• *DP SSI E=t$ra" S#r$ ,  No.6 Dealer 4 Bangalore Business !nit

• *DP SSI E=t$ra" S#r$ ,  No.7 Dealer 4 $#dera%ad Business !nit

• O$ra"" +$&ic"$ Sa"$s ,  No.3 Dealer 40hennai Business !nit

• O$ra"" +$&ic"$ Sa"$s ,  No.7 Dealer 4 $#dera%ad Business !nit

• Tata Car Sa"$s , No.3 Dealer 4 $#dera%ad Business !nit

• Tata U+ Sa"$s ,  No.3 Dealer 40hennai Business !nit

• S>ar$ Part Sa"$s ,  No.6 Dealer 4 Bangalore Business !nit

• S>ar$ Part Sa"$s ,  No.7 Dealer 4 $#dera%ad Business !nit

• Acc$ssori$s Sa"$s ,  No.3 Dealer 4 $#dera%ad Business !nit

• I0ica Sa"$s ,  No.3 Dealer 4 $#dera%ad Business !nit

THE FACTFILE – VOICE OF OUR CUSTOMERS 

Belie"e what others ha"e e&periencedOOO

han' #ou for ta'ing the time to "isit our estimonials section. ur customers ha"e chosen us
among others for reasons #ou will disco"er in this e&clusi"e section. hese testimonials from
customers are spontaneous feed%ac's recei"ed %# us through emails.
At 0oncorde, we in"ite our customers to %elie"e onl# facts. :acts a%out ata 0ars, the 5ales 
5er"ice e&perience at 0oncorde Motors and much more.

DATA ANALSIS AND INTERPRETATION

AGE
Factors R$s>o0$ts
 3=46F #rs =

63469 #rs 7=

6;47F #rs 68

73479 #rs 36

7;48F #rs =

A%o"e 8F #rs 3F

INTERPRTATION,
:rom the a%o"e graph it is anal#/ed as follows
• = customers falling under the group of 3=46F #ears.
• 7= customers falling under the group of 63469#ears.
• 68customers falling under the group of 6;47F#ears.
• 36 customers falling under the group of 73479#ears.
• = customers falling under the group of 7;48F#ears.
• 3F customers falling under the group of a%o"e 8F #ears.
-t is o%ser"ed from the graph that majorit# of the customers fall under the age group of 63469
#ears.

/&at is o#r Occ#>atio?

:actors No of *espondents
 5er"icemen 8
Businessman 3;
5tudent 68
mplo#ee 9;

INTERPRTATION,
:rom the a%o"e graph it is anal#/ed as follows
• 9; customers1 wor's as mplo#ee.
• 68 customers are students.
• 3; customers are Businessmen.
• 8 customers are 5er"icemen.

/&at is o#r 1ot&" ico1$?

-ncome No of *espondents
9,FFF 4 3F,FFF 3=
3F,FF3 4 39,FFF 36
39,FF3 4 6F,FFF 6F
A%o"e 6F,FFF 6;
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed as followed,
• 3= customers fall under the categor# of 9,FFF @ 3F,FFF.
• 36 customers fall under the categor# of 3F,FF3 @ 39,FFF
• 6F customers fall under the categor# of 39,FF3 @ 6F,FFF.
• 6; customers fall under the categor# of a%o"e 6F,FFF.

I! o# o>t a Car !ro1 TATA@ &at t>$ o! Car o#"0 o# %o !or?

:actors No of *espondents
-ndica 8=
5afari 6F
Man/a 3F
 Nano 66
INTERPRTATION,

:rom the a%o"e graph it is anal#/ed as followed,

• 8= customers prefer -ndica.
• 6F customers prefer 5afari.
• 3F customers prefer Man/a.
• 66 customers prefer Nano.

 /&at sort o! a Car $r$ o# "ooi% !or?

:actors No of *espondents
:uel fficient ;3
$igh Pic'up 9
rend# 38
0ost fficient 6F
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed as followed
• ;3 customers ha"e opted for fuel efficient.
• 9 customers ha"e opted for high pic' up.
• 38 customers ha"e opted for rend#.
• 6F customers ha"e opted for 0ost efficient.
•  -t is %een clearl# o%ser"ed that most of the customers preferred for :uel fficient.

Do o# o a Car?

:actors No of *espondents
Ces G=
 No 6
INTERPRTATION,

:rom the a%o"e graph it is anal#/ed as followed

• G= customers own a 0ar.
• nl# 6 customers do not own a 0ar.

/&at "$a0 o# to o>t !or a TATA Car?

:actors No of *espondents
:amil# 7F
Media 38
:riends 9F
thers ;
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed as followed
• 7F customers ha"e ta'en the opinion from their famil# %efore purchasing the 0ar.
• 38 customers are influenced from media for the purchase of the 0ar.
• 9F customers ha"e ta'en the opinion from their friends, %efore purchasing the 0ar.
• ; customers were not influenced with the options pro"ided %efore the purchase of the
0ar.
• -t is clearl# seen that majorit# of the customers ha"e ta'en the opinion from their friends
in regard to the purchase of the 0ar.

/&at Car 0i0 o# o>t i TATA?

:actors No of *espondents
 Nano 8
5afari 38
-ndigo 3F
-ndica 7=
5umo =
Man/a 6
-ndica e"6 38
Qenon 6
5umo gold 8
 5afari storme 8

INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that two customers are ha"ing Nano fourteen customers are
ha"ing 5afari ten customers are ha"ing -ndigo thirt#4eight customers are ha"ing indica eight
customers are ha"ing 5umo two customers are ha"ing Man/a fourteen customers are ha"ing
-ndica e"6 two customers are ha"ing Qenon :our customers are ha"ing 5umo gold four 
customers are ha"ing 5afari 5torme.

Ra o#r Car i t&$ !o""oi% cat$%or ('as$0 o t&$ a'o$ #$stio)

:actors No of *espondents
3st =G
6nd <
7rd 8
INTERPRTATION,

:rom the a%o"e graph it is anal#/ed that as follows

• =G customers ha"e gi"en first ran' to their 0ar.
• < customers ha"e gi"en second ran' to their 0ar.
• 8 customers ha"e ran'ed third.
• -t is o%ser"ed that =G customers are satisfied with their 0ar.

/&at is t&$ '$st !$at#r$ o! o#r Car?

:actors No of *espondents
Mileage ;6
rend# 6F
*esale "alue 36
0omforta%le ;
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• ;6 customers ha"e told that Mileage is the %est feature of their 0ar.
• 6F customers ha"e told that rend# is the %est feature of their 0ar.
• 36 customers ha"e told that *esale "alue is the %est feature of their 0ar.
• ; customers ha"e told that 0omforta%le is the %est feature of their 0ar.
• -t is seen that ;6 customers ha"e gi"en the option for Mileage as the %est feature of their
0ar.

/&at sti"" 1or$ 0o o# at to i1>ro$ i o#r Car?

:actors No of *espondents
$igh pic'up 8=
rend# 38
Mileage 78
Dura%ilit# 8
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• 8= customers wanted impro"ement in the Pic'up.
• 38 customers wanted impro"ement in the trend# loo's of the 0ar.
• 78 customers want impro"e with the Mileage.
• 8 customers wanted impro"ements with the Dura%ilit# of the 0ar.

-t is that majorit# of the customers wanted impro"ement in regard to the Mileage.

Ra o#r s&o roo1 i t&$ !o""oi% cat$%ori$s.

A) +$&ic"$ Aai"a'i"it

:actors No of *espondents
3st ==
6nd =
7rd 6
8th 6
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• == customers ha"e gi"e 3st ran' for the "ehicle a"aila%ilit#.
• = customers ha"e gi"e 6nd ran' for the "ehicle a"aila%ilit#.
• 6 customers ha"e gi"e 7rdran' for the "ehicle a"aila%ilit#.
• 6 customers ha"e gi"e 8th ran' for the "ehicle a"aila%ilit#.
• -t is seen that == customers are satisfied with the a"aila%ilit# of the "ehicle on time.

B) I!rastr#ct#r$,
:actors No of *espondents
=;
3st
;
6nd
=
7rd
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• =; customers ha"e gi"e 3st ran' for the -nfrastructure.
• ; customers ha"e gi"e 6nd ran' for the -nfrastructure.
• = customers ha"e gi"e 7rdran' for the -nfrastructure
• -t is seen that =; customers are satisfied with the a"aila%ilit# of the -nfrastructure.

c) S$ric$,
:actors No of *espondents
3st =;
6nd 3F
7rd 8
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• =; customers ha"e gi"e 3st ran' for the 5er"ice.
• 3F customers ha"e gi"e 6nd ran' for the 5er"ice.
• 8 customers ha"e gi"e 7rdran' for the 5er"ice.
• -t is seen that =; customers are satisfied with the a"aila%ilit# of the 5er"ice.

/&at trait 1a0$ TATA $0%$s o$r ot&$r Cars?

:actors No of *espondents
$igh Performance 67
:uel fficienc# 86
$igh resale "alue 77
Iow Maintenance 6
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• 67 customers has opted for $igh performance.
• 86 customers opted for :uel efficienc#.
• 77 customers opted for $igh resale "alue.
• 6 customers opted for Iow maintains.

/&at 1or$ s$ric$s o# r$#ir$ !ro1 Cocor0$ Motors .

:actors No of *espondents
-nfrastructure 6<
5chemes 66
More of loan a"aila%ilit# 93
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• -t is seen that 6< customers wanted more ser"ice in regard to the -nfrastructure.
• -t is seen that 66 customers wanted more ser"ice in regard to the 5chemes.
• -t is seen that 93 customers wanted more ser"ice in regard to the More of loan
a"aila%ilit#.

Is Cocor0$ Motors aai"a'"$ to o#r coiac$?

:actors No of *espondents
Ces G=
 No 6
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• G= customers agree that 0oncorde Motors is to their conni"ance.
• 6 customers agree that 0oncorde Motors is to their conni"ance.
• -t is seen that G= customers agree that 0oncorde Motors to their conni"ance.

Ho as o#r $=>$ri$c$ it& TATA S$ric$ c$t$r?

:actors No of *espondents
&cellent 9;
ood 78
5atisfactor# 3F
Bad F
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• 9; customers found their e&perience to %e &cellent with the ser"ice center.
• 78 customers found their e&perience to %e ood with the ser"ice center.
• 3F customers found their e&perience to %e 5atisfactor# with the ser"ice center.
•  None of the customers had a %ad e&perience with the ser"ice center.

Ho ar$ t&$ s$ric$s >roi0$0 ' TATA S$ric$ c$t$r?

:actors No of *espondents
&cellent 9;
ood 78
5atisfactor# 3F
Bad F
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• 9; customers found the ser"ice to %e &cellent .
• 78 customers found the ser"ice to %e ood.
• 3F customers found the ser"ice to %e 5atisfactor#.
•  None of the customers found the ser"ices pro"ided to %e %ad.

Ar$ o# satis!i$0@ it& t&$ s$ric$s >roi0$0 ' t&$ Cocor0$ Motors?

:actors No of *espondents
Ces 3FF
 No F
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• All the customers are satisfied with the ser"ices pro"ided with 0oncorde Motors.

/o#"0 o# r$co11$0 o#r Car to o#r !a1i" !ri$0s@ $tc?

:actors No of *espondents
Ces 3FF
 No F
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• All the customers would recommend their 0ar to their famil# and friends.

/o#"0 o# r$co11$0 TATA Car or Mar#ti Car to o#r !ri$0s!a1i"?

:actors No of *espondents
ata 3FF
Maruti F
INTERPRTATION,
:rom the a%o"e graph it is anal#/ed that as follows
• All the customers would recommend AA to their famil# and friends.

/&$r$ 0o o# ra TATA@ a1o% a"" 1otors Car co1>ai$s i I0ia?

:actors No of *espondents
3st G8
6nd ;
7rd F
8th F
INTERPRTATION,

:rom the a%o"e graph it is anal#/ed that as follows

• G= customers ha"e gi"en first place to AA.
• ; customers ha"e gi"en second place to AA.

FINDINGS,
Basing on the data gathered from the customers, which was anal#/ed, the :ollowing
o%ser"ations are made.
➢ 0oncorde Motors is pro"iding ualit# products to the customers.
➢ B# finding AA 0ar as a famil# "ehicle, majorit# of the customers preferred it.
➢ AA has an a%ilit# to gi"e total "alue to the customers.
➢ Majorit# of the customers are reall# satisfied with the AA price. AA is "er#
reasona%le when compared to the other :our4wheeler "ehicles.
➢ Most of the customers are reall# satisfied with AA.
 ➢  Now a da#1s famil# mem%ers are pla#ing a major role in %u#ing pattern and especiall#
#oungsters are pla#ing a "ital role in deciding the color of the :our4wheeler "ehicles.
Apart from that, majorit# of the customers are ta'ing their own decision in %u#ing AA
0ar 
➢ Most of the customers are attracted to purchase AA 0ars through the 
ad"ertisements. Also print media li'e maga/ines and newspapers pla#ed a major role in
the sale of AA.
➢ <GL customers ha"e gone through the finance. Now it could %e a great opportunit# for 
those %an's, which are pro"iding auto finance to the customers.
➢ Iarge amount of customers %elie"e that  ad"ertisements are reall# helpful in
decision ma'ing. But some customers thought that,  ad"ertisement is not so much
helpful in decision ma'ing.
➢ Almost =;L customers are satisfied with the after sale ser"ices.
➢ he spare parts of the AA are easil# a"aila%le in the mar'et.
➢ 0ustomers are reall# satisfied with and AA the majorit# of the customers would
suggest to their friends or famil# mem%ers to %u# AA in future.

RECOMMENDATIONS
After anal#/ing the findings, the following suggestions ha"e %een prepared. reat care has %een
ta'en in ma'ing these suggestions for impro"ement of customer satisfaction

➢ A constant urge to upgrade and 'eep pace with the changing times gi"es organi/ation
the competiti"e ad"antages or cutting edge o"er the competition.
➢ he ser"ice centre must %e read# with all t#pe of spare parts all o"er the time.
➢ -mpro"e the cooling s#stem in %ase model.
➢ he after sale ser"ice has to %e impro"ed and ma'e a"aila%ilit# at ser"ice centres e"en
in rural areas so as to face the competition e&isting in the 5! segments.
 ➢ -ntroduce new multicolor graphics, which would %e attracting more people, especiall#
#oungsters.
➢ here is "er# less ad"ertising for. he ad"ertising has to %e done repeatedl# so that the
 %rand awareness could %e maintained and new customers are attracted, which helps in
impro"ing the mar'et share.
➢ -ntroduce low installments and low down pa#ment schemes to attract more people.
➢ 5atisfied e&isting customers %# gi"ing more "alues and attracti"e offers.
➢ 0ompan# has to contact the customers more and more freuentl#.
➢ here is a hea"# demand for AA in the mar'et, so the suppl# has to %e impro"ed to
meet the demand of the customers.
➢ -nspect the ser"icing centre continuousl# so that the# tr# to follow rules and
regulations strictl#, and will ser"e the "ehicle on time.
➢ r# to maintain reasona%le price of the AA, as this is the 'e# factor in customer 
 %u#ing decision.
➢ All the "ehicles of AA must %e a"aila%le at the each and e"er# showroom.
➢ 0ompan# must tr# to tap the rural areas with the help of print media and hoardings.

SUMMARY,

-t needs to %e emphasi/ed at the "er# outset that there is no unified, tested and uni"ersall#
esta%lished theor# %u#ing %eha"ior. >hat we ha"e toda# are certain ideas on %u#ing %eha"ior.
5ome of these ideas are ta'en their cue from economics, others from ps#cholog#, and #et others
is drawn simultaneousl# from se"eral of the social sciences. Professional researchers as well as
 %usiness firms ha"e studied the su%ject e&tensi"el#, contri%uting to a large assortment of 
'nowledge on %u#er1s %eha"ior. $owe"er, a uni"ersall# accepted theor# on the su%ject is #et to
emerge. -t is with understanding of the limitations of %u#ers %eha"ior studies that we ha"e to
 precede further.
Bu#ing %eha"ior concerned with the acti"ities and actions of people and organi/ations that
 purchase and use economic goods and ser"ices, including the influences on these acti"ities and
actions.

CONCLUSION,
heir man# en"ironmental influences com%ine to form a total life setting for consumers.
Purchasing and using products and ser"ices are among the wa#s in which people respond to and
interact with the world a%out them. Mar'eting manager must understand the li"e setting of 
consumers to full# appreciate what consumers are tr#ing to accomplish with particular purchase.
nl# then can a compan# demonstrate the rele"ance of its mar'eting offer to consumers %#
showing how it will help them deal with their life setting. !ltimatel#, con"incing customers of 
the product offers rele"ance is crucial to sales growth in mar'ets.
Mar'eting stimuli consist of the four  P s
 • Product

• Price

• Place

• Promotion
ther stimuli include major forces and e"ents in the %u#ers en"ironment economic,
technological, political and cultural. All these inputs enter the %u#ers %lac' %o& where the# are
turned into a set of o%ser"a%le %u#er responses product choice, %rand choice, dealer choice,
 purchase timing and purchase amount.
he mar'eter wants to understand how the stimuli are changed into response inside the
consumer1s %lac' %o&, which has two parts first, the %u#er1s characteristics influence how he or 
she percei"es and reacts to the stimuli second, the %u#ers decision process itself affects the
 %u#ers %eha"ior.

-UESTIONNAIRE

CUSTOMERS PERSONAL INFORMATION

2. Na1$ 
4. A00r$ss 
 9. P&o$ No. ,
7. A%$  R3=46FS R63469S R6;47FS R73479S R7;48FS R8F4A%o"eS

A STUDY ON CONSUMER BUYING BEHA+IOUR

TO/ARDS

TATA Cars

3. >hat is #our ccupation?

5uper"isor T U Businessman T U

5tudent T U mplo#ee T U

6. >hat is #our monthl# income ?

9,FFF 4 3F,FFF T U 3F,FFF @ 39,FFF T U

39,FFF 4 6F,FFF T U A%o"e 6F,FFF T U

7. -f #ou opt a 0ar from AA, what t#pe of 0ar would #ou go for?
-ndica T U 5afari T U
Man/a T U NAN T U
8. >hat sort of a 0ar were #ou loo'ing for?
:uel fficient T U $igh Pic'up T U
rend# T U 0ost fficient T U
9. Do #ou own a 0ar?
Ces T U No T U

; .>hat lead #ou to opt for a AA car?

:amil# T U Media T U

:riends T U thers T U

<. >hat 0ar did #ou opt in AA? (pen end uestion)

VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV
=. *an' #our 0ar in the following categor# (%ased on the a%o"e uestion)
3 6 7 8 9 ;

G. >hat is the %est feature of #our 0ar (pen end uestion)

3F. >hat still more do #ou want to impro"e in #our 0ar?

$igh pic'up T U rend# T U

Mileage T U Dura%ilit# T U

33. *an' #our show room in the following categories.

  3 6 7 8

ehicle A"aila%ilit#

  -nfrastructure

  5er"ice

Ioan A"aila%ilit#

36. >hat trait made AA edges o"er other 0ars?

$igh Performance T U :uel fficienc# T U

$igh resale "alue T U Iow Maintenance T U

37. >hat more ser"ices #ou reuire from 0oncorde Motors. (pen ended uestion)

38. -s 0oncorde Motors a"aila%le to #our conni"ance?

Ces T U No T U

39. $ow was #our e&perience with AA ser"ice center?

&cellent T U ood T U
5atisfactor# T U Bad T U
3;. $ow are the ser"ices pro"ided %# AA ser"ice center?
&cellent T U ood T U
5atisfactor# T U Bad T U
3<. Are #ou satisfied, with the ser"ices pro"ided %# the 0oncorde motors?
Ces T U No T U

3=. >ould #ou recommend #our 0ar to #our famil# friends, etc?
Ces T U No T U

3G. >ould #ou recommend AA cars or Maruti 5u/u'i cars to #our friendsHfamil#?
AA cars T U Maruti 5u/u'i T U

 6F. >here do #ou ran' AA, among all motors 0ar companies in -ndia?
*an' 3 T U 6 T U 7 T U 8 T U

BIBLIOGRAPHY,

R$!$r$c$s
2. Da"id I Ioundon and Al%ert J Della Bitta, 0onsumer Beha"ior, 8He, M$, New Delhi,
6FF<.
4. Phillip +otler  Mar'eting Management, 33He, Pearson, 6FF<.
9. Phillip +otler and +el"in Iane Mar'eting Management 36th d Pearson ducation 6FF<.
7. 5chiffman, I. and +anu' I.I 0onsumer Beha"ior, =He, Pearson ducation, 6FF<.
8. .5. *amaswam# and 5.Nama'umari  Mar'eting Management, 6FF<.