This action might not be possible to undo. Are you sure you want to continue?
I THE UNDERSIGN SUTARIA DHAVAL, STUDENT OF TYBBA OF RPBC HERE BY DECLARE THAT THE PROJECT WORK PRESENTED IN THIS PROJECT REPORT IS MY OWN WORK AND HADE BEEN CARRIED OUT UNDER THE SUPERVISOR OF MR. JAY PATEL OF RAMABEN PARBAT BHAI BHALODIYA COLLEGE RAJKOT. THIS WORK HAD NOT BEEN PREVIOUSLY SUBMITED TO ANY OTHER UNIVERSITY FOR ANOTHER EXAMINATION.
BBA IS A PROFESSIONAL COURSE OF MANAGEMENT STUDY AND MANAGEMENT IS SELF IS AN ART. ART INVOLVES THE PRCTICE.THERE FOR, IT IS NECESSARY FOR BBA STUDENT TO KNOW PRACTICALLY HOW THE BUSINESS RUNS.TO FULFILL THE SAME PURPOSE, APRACTICAL STUDY HAS BEEN ENTERED IN THIS COURSE, WHICH INVOLVES THE STUDY OF ANY ORGANIZATION AND MAKING COMPLETE REPORT ON IT, IN THIS WAY, OUT PRACTICAL KNOWLEDGE INCREASES WHICH IS VERY ESSENTIOAL NOW A DAYS. THE CHIEF OBJECTIVE OF PRACTICAL TRAINING IS TO GET AN OUTLOOK OF WHAT WE STUDY THEORETICALLY INSIDE THE CLASSROOM. IT ALSO HELPS TO DEVELOP THE AWARNESS ABOUT BUSINESS PRACTICES AMONG THE STUDENTS. HERE IS THE REASEARCH REPORT ON THE FORD ICON. THE MAIN CONCENTRATION IS ON THE TOPIC OF BRAND LOYALTY OF FORD ICON CAR. THIS REPORT DETAILS OF THE COMPANY. CONTAINS ALL THE NECESSARY
IT’S A DUTY OF A STUDENT OF BBA TO PREPARE AND SUBMIT A PROJECT REPORT ON MARKET RESEARCH BY THEM. THIS REPORT BEING PART OF A PRACTICAL STUDY IS PREPARED BY SUTARIA DHAVAL J. THE PURPOSE OF RESEARCH IS TO PROVIDE AS WITH VALUABLE INFORMATION REGARDING BUSINESS MANAGEMENT AND WORKING OF UNIT. I AM VERY GLAD TO PRESENT BEFORE YOU BECAUSE BY PREPARING THIS REPORT. IT HAS ADDED A PRACTICAL KNOWLEDGE TO MY THEORITICAL KNOWLEDGE. TO CALL THOSE WHOSE WORK AN IDEA HAVE BEEN SO HELP FULL TO ME IN WORKING ON THIS REPORT. I WISH TO EXPRESS MY SINCERE APPRECIATION. FIRST OF ALL I EXPRESS MY GRATITUDE TO MY FACULTY FOR PROVIDING ME THIS OPPORTUNITY. I EXPRESS GRATITUDE TO MR. KALIDAS WHO IS OUR TRUSTEE AND HE HAS ENCOURAGE THE BBA PROGRAME I AM THANK FULL TO OUR LECTURER MR JAY PATEL THEY WERE VERY CO-OPERATIVE IN THE VISIT AND PROVIDED US RELEVENT AND MUCH NEEDED INFORMATION ABOUT THE PRODUCER AND ABOUT PREPARING THE PROJECT REPORT.
1. 2. 3.
Topic General information Marketing Department Market Research Research Methodology Analysis and Interpretation
05 19 27 30 33 48 51 54
4. 5. 6.
Conclusion Swot Analysis Bibliography
1. 2. 3. 4. 5. 6. 7. 8.
Introduction Project at Glance History of Toyota Motar Corporation World Wide operation of Toyota Group Toyota in India Vision & Mission Of Toyota Group Awards & Achievements Qualis In India
Page. No. 07 08 10 12 13 15 16 17
Cars play an important role in today’s fast and luxurious world. They prove to be helpful, convenient and efficient means of transportation and along with all these they are also prove to be prestigious. Cars are very common and contingent means for transportation. The leading companies dealing in Cars are General Motors, secondly Ford and Third Toyota Motor Corporation and so on. So I had undergone marketing research on Toyota Qualis Car and hereby wish to introduce the company as far as I had understood it and presented in this report. Toyota Motor Corporation is one of the world’s leading automakers offering a full range of models from a mini-vehicle to large trucks. It deals in many fields. Diversified operations include telecommunication, prefabricated housing and leisure boats. The Company has 12 plants and 11 manufacturing subsidiaries and affiliates in Japan. Toyota has 51 manufacturing companies in 26 countries/locations, which produce Lexus, and Toyota brands vehicle and component.
PROJECT AT GLANCE
Name of the company: Offices: Toyota Motor Corporation Head Office: 1-Toyota-cho Toyota City Aichi Prefecture 4718571 Japan Phone: (0565) 28-2121 Corporate Office: Toyota Kirloskar Motor Pvt. Ltd Plot # 1, Bidali Industrial Area, Ramnagar Taluka, Bangalore- 562109 Phone ( 080) 27287001 Rajkot Office: 40/1,Gondal Highway, Nr.Kishan Petrol Pump, P.O. : Kangasiyali, Dist. Rajkot, Pin: 360004 Ph.: (0281) 2360279 Rank of the company: Establishment: Establishment in India: 3rd Rank August 28, 1937 October 6, 1997
Worldwide operations: Chairman: President: Chairman in India: Vice chairman in India: Managing Director: Deputy Managing: Director: Paid in Capital: Share Holders: No. of Employees: Indian Models: Accounting year: Slogan: Goal: Theme: Principle:
26 countries Hiroshi Okuda Fujio Cho Mr. Akiro Okabie Mr. Vikram S. Kirloskar Mr. A. Toyoshima Mr. K.K. Swami Mr. Masatoshi Seki Rs. 7 Billion Toyota Motor Cor. (90 %) Kirloskar Group (01 %) 2,64,000 17 Models(till date) April- March “Touch the Perfection” “ Good Corporate Citizen” Innovation in future Openness and Fairness in Our corporate activities Cleaner and Safer car making and work to make earth a better place to live.
H ISTORY O F T OYOTA M OTOR
The Toyota Motor Co. LTD was first established in 1937 as spin-off from Toyoda Automatic loom works. One of the world’s leading manufactures of weaving machinery. The Toyoda Automatic loom works was headed by Japans “King of Investors” Sakichi Toyoda. The patent rights to one of the machinenhad been sold to Platt Brothers (u.k) and and provided test the Seed-Money Of Toyota’s for first development automobiles. Production systems were improved in late 1950’s culminating in establishment of ‘Toyota Production System’. It became known as TPS in1970 but was established much earlier by Talichi ohno based on principle of Ji doka, just in time and Kaizen the system is a major factor in reduction of inventories and defects in plants of Toyota ans suppliers, and it underpins all their operation s across the world. building
Toyota launched its first small car (SA Model) in 1947 Production of small vehicles outside Japan Began in 1959 at a small plant in Brazil and continued with a growing network of overseas plant. Toyota believe in localizing its operations to provide customers with the products they need where they need them, this philosophy builds mutually beneficial long term relationship with local suppliers and help company fulfill its commitments to local labor. Over and above manufacturing Toyota also has global Network of design and research and development facilities, embracing 3 major car markets of Japan, North America and Europe. Toyota manufactures 5.5 million vehicles per year equivalent to one every six seconds. In time it has taken us to read this paragraph, a Toyota Motor Corporation has produced at least another 3-4 cars.
W orld w ide o perations
As we know Toyota is one of the biggest vehicle manufacturers and one of the most widely known companies in world today. It has its operations spread all over the world. Its operations are spread in 26 countries. They are as follows:
Argentina Austria Brazil Canada China Indonesia Philippines Poland Portugal South Africa Taiwan Malaysia Mexico Pakistan Thailand Turkey U.K. U.S.A
Columbia Kenya France India
The following are their products in which they deal worldwide. Cars:Avalon, Camry, Corolla, Matrix, Mr2, Spyder, Prius, Solaro, Innova. Vans:4Runner, Highlander, Land Cruisser, Rav4, Sequolia, Sienna Trucks:Tacoma, Tundra
T OYOTA I N I NDIA
About Kirloskar Motor Toyota came to India in 6th October 1997 with having equity shares of 1 % & producing Qualis and Corolla along with employing 2330 employees. They introduced Toyota Kirloskar Auto parts pvt.ltd in April 2002 with equity of 64% for TMC and 26% for Toyota industries Producing Axes, Propeller, Shafts and a transmission and employing 430 employees. Let us have a look towards its operations in India. WORKING TOWARDS PERCEPTION As a joint venture between Kirloskar Group and Toyota Motor Corporation, Toyota Kirloskar Motor Pvt. Ltd. (TKM) aims to play a major role in the development of the automotive industry and the creation of employment opportunities, not only through its dealer network, but also through ancillary industries. TKM’s growth since inception can be attributed to one simple, yet important aspect of its business philosophy – “PUTTING CUSTOMER FIRST” While managing growth, TKM has maintained its commitment to provide quality products at a reasonable price and has made every effort to meet changes in customer needs.
Local Community Development At TKM, every effort is made to contribute to society. A residential school at Bidali, reconstructed by Toyota, Now houses 75 students, mainly belonging to backward communities. In the aftermath of the tragic earthquake in Gujarat, TKM and its dealers played a major role in distributing food, clothing and relief in remote affected area. TKM also takes a lead role in contributing to the community, distributing books and bags in local school.
V ISION & M ISSION
Each and every individual should have a goal, a mission. And along with it one should also have vision to achieve it. So let us have a look at a vision and mission of Toyota Kirloskar Group. Contribute to Indian Industry and Economy through
technology transfer human resource development and vehicles that meet global standards at competitive price. Contribute to well being and stability of team Contribute to overall growth for our business members associates and automobile industry Their mission is to design, manufacture and market automobiles in India and overseas while maintaining the high quality that meets global Toyota quality standards to offer superior value and excellent after sales service. They are dedicated to providing the highest possible level of value to customers, team members, communities and investors in India.
A WARD A ND A CHIEVEMENTS
The following are awards received by Toyota
Two top “Engine of the year award 2000” for
Both Yaris & Prius receive “Hi-tech” engine
awards for second year running. Toyota prids Hybrid Synergy Drive System Dominates 2004 international Engine award of year. Toyota receives environment award during the earth day. Toyota sales U.S.A Inc. honored at 2003 governor’s environmental and economical eldership awards. Prius honored by National wildlife federation Toyota awarded the environmental Stewardship award.
Prius recognized by Sierra Club and Earns
“CLEAN CAR SALUTE”. Toyota named environmental leader by EPA.
Q UALIS I N I NDIA
The Car that defines today’s style and luxury. Qualis are designed to suit one’s personality. Qualis thrill the person from moment he/she first lays eyes on it. The newly designed exterior is breath taxingly stunning with sleeker looks and more luxurious trimming. Qualis creates an image wherever one goes and every time when one sees Qualis and touches it every inch he says “My luxury Qualis” Qualis are best because of its exterior and interior looks. Performance and most important is it’s safely measures. Some of its features are as mentioned below: EXTERIOR LOOKS: Stylish and elegant chrome “Grille” Bright & Safe “Multi Reflector Headlights” Modern “Front Bumper” with integrated Frog lamps. Integrated Aluminum “ Side Steps” Stylishly integrated “ over fenders” Bright & Clear “MultiReflector rear combination lights.
Durable “ Rear Bumper”
INTERIOR LOOKS: Exquisite: “Wooden Panel “ Vivid: “Blue Meter Gauges” Convenient: “Sun visors with vanity mirrors” Easy to use: “Power Windows” Convenient: “Centrally controlled door locking system” Luxurious: “Captain seats with Arm rest” Comfortable: “Front Doors” New roll down: “Rear Window” PERFECTION: Powerful IRZ-E engine Specially toned “Double Wishbone Suspension” Dynamic Braking system “Loud Sensing Promotional Value” SAFETY:
Impact Absorbing “Grumble zone”
Safely enhancing SB Reassuring “Child proof Door Locks” Command of road “Sealing Position” Highly visible “High Mount Gump” Side Impact Beams
SR.NO 1. 2. 3. 4.
TOPICS Introduction Organization Structure 4P’ of marketing mix. Promotion mix
PG.NO 21 22 23 24
In common parlance, Marketing is process of selling something at shop or market place, but according to modern marketing concepts selling is not an important part of marketing but it is only a tip at marketing iceberg. The aim of the marketing for any of the company is to make their sales superfluous. “Marketing is process of planning executive the conception, pricing and distribution of ideas, goods, services to create exchanges that satisfy individuals and organizational goals”. Philip Kotler. Marketing occupies an important position in any organization. Traditional view point was that the customer will accept whatever product the seller presented to him. But according to Modern view point is to focus on the consumer needs & wants. Marketing deals with identifying and meeting consumer needs. One of the shortest definitions of marketing is “Meeting Needs Profitability” producer does not produce what they like but produce what the consumer wants.
O RGANIZATIONAL S TRUCTURE
Organization means it is a group of people working together co-operatively under authority towards achieving goals and objectives that mutually benefits the organization. It may also be said as grouping activities is to be performed. We can also define as establishing relationship for the purpose of handling people to work effectively by maintaining horizontal and vertical coordination. Market is related with creation of standard of living. Organization is a form of co-operative efforts. It can be said that marketing organization consists of no. of people with many different position. One great line is said by a great person who suggests that every one should not loose the confidence in themselves: “Take all the things away from me, take my wealth, take my industries, take my land, but with help of my efficient organization I will bring these all back within only 5 years.” Andrew Carnegie
P ’ S O F M ARKETING M IX
It is in history when firms where having comparatively few tools for influencing sales. Before the 21st century most products were sold without branding, advertising, sales promotion, credit, trade-shows and many others variables that are now common place. The 4P’s of marketing mix are: 1. 2. 3. 4. Product Mix Price Mix Place Mix. Promotion Mix
In the 21st century something new is very important in the market so for that purpose marketing mix of company is very necessary to make complete program. The meaning of the marketing mix in simple words is the amount and kind of variables the organization is using at a particular time. Marketing get changed by changing the area and according to market condition. It is totally based on market research and information. It is the core of the marketing system.
P ROMOTION M IX
Promotion is a form of communication to accept ideas, products, and services and hence persuasive communication becomes heart of promotion. It is said that, “In a competitive market without promotion nothing can be sold” Promotion has been defined as “The co-ordinate self- initiated efforts to establish channels of information and persuasion to facilitate sale of goods or services or to acceptance of ideas or points of view.” The promotion mix includes four ingredients viz. Advertising Publicity Personal selling Sales promotion ADVERTISING sales because it is only way to
commercialize the product. Any activity towards sales-
promotion may be called promotional activities. Such activities include advertising. “Any business message paid firms form of in lead non-personal advertising to sale communication of ideas, goods or services by identified to intended
immediately or eventually.” -American Association Today, no business survives without advertisement. Advertisement helps to increase sales goals and to give a tough fight to competitors. The problem or else we can say question is not whether to do advertisement or not? But question is that how to advertise with a view to maximize returns on money invested. An advertisement can prove to be better when it is adequately planned, executed and constantly evaluated. As one knows advertisements prove of the great importance having many objectives. The main objectives of advertising are as given below: Preparing a ground for new product Creation of demand Facing competition
Creating goodwill Awareness to customers Creating good brand image PUBLICITY
It is non personal stimulation of demand for product, service or a business unit by placing commercially significant news about it in a publication or obtaining favorable presentation of it on Radio, T.V or stage that it is not paid for sponsor. It is said that a product is more published when it satisfies all requirements of consumers. SALES PROMOTION Sales promotion is a key ingredient in marketing campaigns. Sales promotion consists of diverse collection of incentive tools. Mostly short term, designed to simulate quicker or greater purchase of particular products or services by consumer or the trade. “Advertising offers a reason to buy; sales promotion offers an incentive to buy.”
“Sales promotion is short term incentives to encourage purchase or sale of product or service.”
M ARKET R ESEARCH
Scope of project Data collection Research instrument Selection of project Data content Analysis & interpretation
S COPE O F P ROJECT
Basically the scope project is bifurcated in two types: Geographic scope Time scope Geographic Scope: Geographic scope is the consumer of Toyota Qualis Car in Rajkot City Time Scope: Time scope for project is 15 days.
D ATA C OLLECTION
All marketing researches can tap two sources of data for investigation. Internal Sources External Sources Internal sources are company’s own records, registers, documents etc. The internal source helpful for me while preparing my project report was Mr. Kiren Pandya, Asst, and Manager. He helped me a lot while preparing the project. External sources are those which are collected from market. It is available by containing prospective consumers of Toyota by personally interviewing them. Another way of classification of sources is. Secondary data Primary data As for preparing my project report I have used primary data. I do think that it is an important point to be mentioned in project. In this method, a well-informed questionnaire was prepared. Survey was done in Rajkot by sample of 100 people.As it is not possible to meet the whole population, I had taken 100 samples of respondents. A sample is a part of universe or population.
R ESEARCH I NSTRUMENT
The instrument used for preparing my project is questionnaire. Questionnaire is a device or tools of marketing research to collect information. It is a technique of communication with the respondent. It may be simply defined as “Formal list of questions designed to gather information from respondent on a given topic”. A well-drafted questionnaire brings success to interview and interviewers. It overcomes resistance own respondents. A questionnaire should be complete, concise and clear.
S ELECTION O F P ROJECT
A project work is an opportunity for a student to implement the theoretical knowledge in a practical manner. It provides a platform for better understanding of the market and factors influencing same. It has been understood by organization that market is huge and thus it should not be overlooked. The project work was chosen on “Consumer satisfaction for Toyota Qualis car” As this was a research based project it would enable the company to acquire in depth knowledge of Rajkot market as concerned to satisfaction derived and the likes and dislikes of consumers and make changes thereafter.
Respondent’s status Respondent’s salary Respondent’s family members Cars own by Respondent Respondent’s belief
Respondent’s reasons to purchase
Qualis Model Preferred by respondent Respondent’s satisfaction-by car & after sales services
Attraction towards Toyota-Qualis
Respondent’s view Suggestions
A NALYSIS & I NTERPRETATION
Job Profession Business Others Total 14 7 76 3 100
14 7 job profession business others
In the above question the consumers are segmented into four categories i.e. Job, Business, Profession, & others. And after analyzing 100 responses given by consumers. I had come to conclusion that 76% of consumers are engaged in own business, 14% have job, 7% consumers are professionals and 3% of people use Qualis for other purpose. Concluding from these analyses I feel that may be because of price people of other status is unable to buy Qualis. So, I think that Toyota should also consider this aspect of consumers.
Qus. Annual INCOME
Salary 1,00,000-1,50,000 1,50,000-2,00,000 2,00,000-2,50,000 More than 2,50,000 Total
Total 45% 16% 16% 23% 100%
23% 45% 16% 16%
10000-150000 150000-200000 200000-250000 More than 250000
In above table the annual INCOME of respondent is bifurcated into four segments. Here 45% of consumers are from 1st category, 23% are 4th category & 16% belong to 2nd and 3rd category.
Ques. Members in Family
Members 1and 2 3and4 5and6 More than 6 Total
Percentage 7% 39% 32% 22% 100%
7% 1-2 3-4 39% 5-6 More than 6
Here the options provided to the consumer wre...1-2, 3-4, 5-6, more than 6. And after having done the analyze of the question the conclusion drawn is that 39% of consumers are3-4 members in family, 32% are 5-6 in number, 22% are having more than 6 members and 7% are having only 2 members in family. These shows that size of family do affect the choice for car. Although size of family do affect the choice of the car. Although39% of people has 3-4 members yet they prefer Qualis so it turns out to be positive point for Qualis.
Ques. How many cars do you own?
1 2 3 4 Total
52% 35% 4% 9% 100%
percentage 9% 4% 35% 52% 1 2 3 more than 4
In the above question, the bifurcation is of having One, Two, Three, or more cars. The reasons of consumers are as follows. 52% of consumer has only one car. 35% of them have two cars, 9% of people have more than 3 cars and 4% of people have 3 cars. So, we can say that it is again a plus point for Toyota Qualis. These are because they have only one car and i.e. Qualis. And it is also that it does have competitors. So it should try to maintain and improve its image.
Quos. Do you agree Qualis is No.1 Car?
Strongly Agree Neither Disagree Strongly Agree Agree agree nor disagree 48 45
2% 5% 0% Agree 48% 45% Neither Agree Nor Disagree Disagree
Strongly In the above question, the options are given into five types. The Agree customers were asked whether they believe Qualis is No.1 car and the
responses were as follows: 48% people said that they strongly agree to it, then 45% people say that just do agree that Qualis is No.1 Car there are 5% people who say they neither agree nor disagree. 2% people disagree to the point that Qualis is no.1 car and there are no people out of 100 samples who say that they totally disagree to the question.
Ques. What is reason to purchase Toyota Qualis Car?
Rank 1 2 3 4
Family 80% 9% 7% 4%
100% 80% 60% 40% 20% 0%
Advertiseme nt 4% 21% 41% 34%
Price 6% 14% 48% 32%
Status 10% 56% 4% 30%
us e P r ic S ta t
Here we can see that in the matter of reason to purchase the Qualis Model there are 80% people who are saying that they had purchased it because of Family, then 9% of people have given it second rank, 7% give family 3rd rank and 4% of people have give it last choice. Further for advertisement we can see only 4% have given it 1st rank coming up with 21% for 2nd rank 41% for 3rd choice and 34% for last option. It is correct that price plays an important role in purchasing any product. But here, 6% people agree to it, 14% people gives it second choice, 48% agree as it do play important role and 32% consider price as last matter. Last, but not least, 10% people say that thy have purchased Qualis to show their status, 56% gave it second, 4% third and 30% fourth. So, this chart shows a reason to purchase car and we can say it is family size, which influence the most.
Ques. Are you satisfied by drive?
As these are a dichotomous question the option available to consumer was only yes or no. And the reasons for these question in quite natural but a bit unimaginable. 99% of response was in favor of Qualis and only 1% of response was against that of Qualis.
Ques. Are you satisfied by the After Sales Services?
15% yes no 85%
Here, the options available to the responder are again Yes or No.
Mostly, people are satisfied by after sales services i.e. 85% and 15% of the people are not satisfied by after sales service. So, Company should make efforts to increase its effect on after sales service. They should give proper and good service to their prospective customer. And always try to give the best service to their customers.
Was Qualis your first preference?
24% yes no 76%
Here, the question has only two-option yes or No. The response for Qualis as first preference was 76% and 24% says that Qualis was not their first preference. So, company should make all possible efforts to make the company’s product as first preference.
Ques. Which method you have preferred to purchase Qualis?
Loan 54% Installment’s 29% Cash 17%
1% 7 Loan 5% 4 2% 9 Installm ents Cash
Here the customer was provided the above options to know the purchase method of customers. Here, we can see mostly people purchase car by loan because the ratio is 54% than 29% of people purchased Qualis on installment basis and only 17% have purchased on installment basis and only 17% have purchased Qualis by cash means. Hence, the business should try to give some schemes in order to increase sales like low rate of interest.
Ques. What are main forces which attract you towards Toyota?
Rank 1 2 3
Exterior 100 k 25% 50% 20% 5%
Interior Safety 100k 10% 50% 12% 31% 28% 13% 50% 6%
Comfo rt 15% 7% 39% 39%
100% 80% 60% 40% 20% 0%
0k k k 0 y fo rt 10 an 10 et S af om R r
Series4 Series3 Series2 Series1
Here, in above question the main force attracting customer is safety facilities provided by Qualis Model Because 59% people agree to it. First of all for exterior 100k there are 25%people, who give it first choice, followed by 50% for second choice and 20% and 5% for third and fourth choice respectively. Secondly, 10% people say they have purchase Qualis for interior look followed by 12%, 28% and 50%. For each second, third and fourth position respectively. Then comes Safety, there are 50% who say the model provides good safety later on 31%, 13% and 6% for second, third and fourth choice respectively. Last option provided was comfort 15% people agree for good comfort provided by Car. Then 7% give it second choice 39% give it third and fourth each.
Ques. Which Quality of Toyota impresses you most? Dimension & weight
20% 37% 43%
10 0% 8% 0 6% 0 4% 0 2% 0 0 %
46% 33% 21%
34% 30% 36%
1 2 3
S rie e s3 S rie e s2 Dimension S rie e s1 Engine & weight Chasis Rank
Here, the option provided is divided into three bifurcations. For dimension and weight 20% people say that it is their first choice 37% say as second and 43% say that it is last factor impressing them. For engine, 46% people are satisfied and quite impressed, 33% and 21% say it is second and third matter each. For Chassis, 34% agree that it impresses them the most, then 30% say it as second option and 36% say it as last impressive force.
Ques. Which color of Qualis does you like the most?
White R.M.M G.M.M S.M.M. R& SM G&Sm
1% 2 5 %
12% 5% 12% 54% 5% 12% 100%
1% 2 5 % 1% 2 White R.M.M G .M.M S .M.M. R& SM 5% 4 G &Sm
As we know Qualis is available in many color but the question in which is the favorite color of consumers. So, after undergoing the analysis I came to know that 54% people prefer Silver Mica, 12% people prefer White Green Mica & Green and Silver Mica each, and consumers like R&D Mica & R&D Silver Mica metallic color. These shows that people prefer light colors. So it should concentrate to make light colored cars.
Ques. Do you agree Toyota really minimize the pollution? Air Noise Both Total 15% 27% 58% 100%
8% 14 % 49 % 29 % Air Noise Both Total
In the above question, the consumers were aided with options as reduces air pollution, reduces noise pollution or reduces both. The reasons received by them were 58%. People agree that it reduced both 27% says that it reduced noise pollution and 15% says that it reduces air pollution. So, we can say that Toyota Qualis really minimize pollution. And it is one of the good aspects of model.
Ques. If you were given chance to change any feature of Qualis what would you like to make? Yes No 49% 51%
As the above question was open-minded consumer can give any response. 51% of people want no changes in Qualis model. They are satisfied by each and every facility provided any it. This is one of good point for company. Yet threat lies because 49% of people want some changes. They are as follows:
⇒ 19% of people want to change the look and size of Qualis
model ⇒ 6% of people want to change tyre of car.
⇒ 9% of people want change in sitting arrangement. ⇒ 11% of people have problems with steering wheel and
⇒ 4% of people have complains for it’s styles, headlights
It was really a great experience, while doing project report for Toyota Group. I was obliged to study now the marketing theories and other management principles are applied in corporate world. By doing project on “Consumer Satisfaction” for Toyota Qualis Car. I got opportunity to learn all marketing implication which otherwise would not be possible anywhere else. After studying company’s past and present marketing operation, I came to conclusion that company is having good future prospects and can establish its edge over others which is now on its growth stage. Toyota group is one of the largest manufacturing companies for cars in the world. It was really a nice experience to do project for Toyota and work with Toyota staff that is really kind-hearted and open-minded. I, wish company, all the best for its forth coming challenging years.
This is concluding question of the Annexure. After asking so many questions some suggestion are required from the consumer to make improvements in Car.
1. Complementary Suggestion
As we know Toyota is one of the best Cars It has only positive aspects. 26% of people say Toyota is best car and they are satisfied by it in each and every many.
2. Reduce Price
There are 22% of people who says that Qualis should reduce its price. Reducing price will increase its sales and bring prosperity to company.
1) Model Size
25% of people say that Toyota should reduce its model size and make a small family Car.
2) New Model
17% of people say they should make more models available in India. These will develop company more.
There are few views of people like change sitting arrangement, make it more stylish, headlight make it somewhat more safely and improve its interior look.
`No one in this world is perfect in same way no company in world is perfect. Swot analysis is one of the tools helpful to the company in finding out the chances for the progress of the company. Today each and every firm finds out its SWOT analysis in order to understand its present and future
conditions. Let us have a look at SWOT analysis of Toyota Company.
Strength: ⇒ Company has a good image in country and across the globe.
⇒ It is the world’s 3
manufacturing cars. ⇒ Company has motivated employees all over who are satisfied with company and ready to serve their level best.
provide fewer models in few
countries like India. ⇒ They should give more
advertisements. ⇒ Being multinational company
sometimes it faces several problems in implementing its plants in India
Opportunities: ⇒ The company has a good image in market all over the world. ⇒ Today’s generation is attracted more towards cars, so if company provides more models and may be better facilities they may purchase more and further lead to profits.
⇒ There is a great competition in car
industry so it is important to maintain present position and work hard to
achieve better position.
Books: ⇒ Marketing Management by Philip kotler ⇒ Marketing Management Websites:
⇒ www.toyota.com ⇒ www.toyotabharat.com
by S.A. Sherlekar
MARKETING RESEARCH ON CONSUMER SATISFACTION FOR
“TOYOTA QUALIS CAR”
NOTE: 1) This research is for educational purpose only. 2) Please tick marks it in appropriate box. 3) Please fill up the relevant information. A. B. C. Job Profession D. Annual Salary: 1, 00,000- 1, 50,000 2, 00,000- 2, 50,000 E. Members in Family 1-2 One 3-4 5-6 Two More than 6 Three Agree More Disagree strongly disagree F. How many cars do you own? G. Do you agree Qualis No. 1 Car? Strongly agree Neither agree nor disagree 1, 50,000- 2, 00,000 More than 2, 50,000 Name: Address: Status: Business Other
H. what are reasons to purchase Toyota Qualis Car?
Family Advertisements Price State Other I, which model of Toyota Qualis does you own? RS Petrol GS Diesel Yes Yes Yes Loan Installments RS Diesel FS Petrol No No No Cash Engine Other Green Mica Metallic Red & Silver Metallic GS Petrol FS Diesel
J. Are you satisfied by the drive? K. Are you satisfied by the after sales service? L. Was Qualis your first preference? M. Which method you have preferred to purchase Qualis? N. What is the main force which attracts you towards Qualis? Dimension & weight Chassis Red Mica Metallic Silver Mica Metallic Green & Silver Metallic P. Do you agree Toyota really minimize the impact on environment by, Reducing noise pollution Reducing air pollution Both Q. According to you, does Toyota defines “Toyota’s style & Luxury” Yes R. Give Suggestions: No
O. Which color of Qualis does you like the most?
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.