Tata PROJECT

A STUDY ON CONSUMER PERCEPTION OF TATA MOTORS
CHAPTER-01
INTRODUCTION
1.1 INTRODUCTION
There are more ways than ever for businesses to carve out their niche in the
marketplace and connect directly with their customers and fans. But the history of
perception actually goes back centuries. This discipline and art form has evolved
over the years to become an essential part of building any successful business.
Perception actually begins in the 1500s, but major shifts took place in the 19th and
20th centuries. Through decades of experimentation and technological
advancements, brands have learned how to break through the clutter and capture
the attention of their customers, turning indifferent learning this fascinating
backstory is vital step in developing our own brand. Peters told us that no matter
what industry we work in, or where we live, we’re all CEOs of our own brand,
and that means that we must market just as vigorously as any product or services.
1.2 HISTORY OF MARKETING

The study of the history of marketing, as a discipline is meaningful because it
helps to define the baselines upon which change can be recognized and see
understand how the discipline evolves in response to those changes. The practice
of marketing has been known as millennia, but the term “marketing” used to
describe commercial activities buying and selling a product or services came into
popular use in the late nineteenth century. The study of the history of marketing as
an academic field emerged in the early twentieth century.
The term ‘marketing’ comes from Latin, ‘mercatus’, meaning a market place.
Scholars have found evidence of marketing practices in the marketplaces of
antiquity. The Moorish Bazaar, painting by Edwin Lord Weeks, 1873 Marketers
tend to distinguish between the history of marketing practices and the history of
marketing thought. The history of marketing practices refers to an investigation
into the ways that marketing has been practiced; and how those practices have
evolved over time as they respond to changing socio-economics conditions. It
refers to an examination of the ways that marketing has been studied, and taught.
Although the history of marketing thought and the history of marketing practices
are distinct fields of study, they intersect at different attention of marketing
scholars who codify and disseminate such practices. At the same time, marketing
academics often develop new research methods or theories that are subsequently
adopted by practitioners.
KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

1.3 MEANING OF MARKETING

Marketing is the activity, set of institutions and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners and society at large.
1.4 DEFINITION OF MARKETING

According to ‘Philip Kotler’ marketing is “the science and art of exploring,
creating and delivering value to satisfy the needs of a target market at a profit.
Marketing identifies unfulfilled needs and desires”.
1.5 SCOPE OF MARKETING
• GOODS:
Physical goods constitute the major part of a country’s production and

marketing effort. Companies market billions of food products and millions
of cars, refrigerators, television and machines.
• SERVICES:
As economies advance, a large proportion of their activity’s id focused on

the production of services. Services include the work of airlines, hotels, car
rental firms, beauticians, software programmers, management consultants
and so on. Many markets offering consists of a mix of goods and services.
• EVENTS:
Marketers promote events. Events can be trade shows, company

anniversaries, entertainment awards shows, local festivals, health camps
and so on. For examples, global sporting events such as the Olympics or
Common Wealth Games are promoted aggressively to both companies and
fans.
 EXPERIENCE:
Marketers create experiences by offering a mix of both goods and services.

A product is promoted not only by communicating features but also by
giving unique and interesting experiences.

• PERSON:
Due to a rise in testimonial advertising, celebrity marketing has become a

business. All popular personalities such as film stars, TV artist and
sportspersons have agents and personal managers. They also tie up with
PR agencies for better marketing of oneself.
• PLACES:
Cities, states, regions and countries compete to attract tourists. Today,

states and countries are also marketing places to factories, companies, new
residents, real estate agents, banks and business associations. Place
marketers are largely real estate agents and builders. They are using mega
events and exhibitions to market places. The tourism ministry is also
aggressively promoting.
• ORGANISATION:
Organizations actively work to build image in the minds of their target

public. The PR department plays an active role in marketing an
organization’s image. Markets of the services need, as exchange of
services does not result in the ownership of anything. The organization’s
image also helps the companies in the smooth introduction of new
products.
• INFORMATION:
Information can be produced and marketed as a product. Educational

institutions, encyclopaedia, non-fiction book, specialized magazines and
newspapers market information. The production, packaging and
distribution of information is a major industry. Media revolution and
increased.
• IDEA:
Every market offering includes a basic idea. Products and services are used
as platforms for delivering some idea or benefits. Social marketers widely
promote ideas. Maruti Udyog Limited promoted safe driving habits, need
to wear seat belts, need to prohibit children from sitting near the driver’s
seat, and so on.

1.6OBJECTIVES OF MARKETING
 CUSTOMER SATISFACTION:
The marketing managers must study the demands of customers before

offering them any goods or services. Selling the goods or services is not
that important as the satisfaction of the customer needs. Modern marketing
is customers-oriented. It begins and ends with the customers.
 CREATION OF DEMAND:
The marketing management’s first objective is to create demand through

various means. A conscious attempt is made to find out the preferences
and tastes of the preferences and tastes of the consumers. Goods and
services are produced to satisfy the needs of the customers.
 MARKET SHARES:
Every business aims at increasing its market shares, i.e., the ratio of its
sales in the economy. For instance, both Pepsi and Coke compete with
each other to increase their market share. For this, they have adopted
innovative packing, sales promotion activities, etc.

 GENERATION PROFIT:
The marketing department is the only department which generates revenue

for the business. Sufficient profits must be earned as a result of sale of
want-satisfying products. If the firm is not earning profits, it will not be
able to survive in the markets. Moreover, profits are also needed for the
growth and diversification of the firm.
 CREATION OF GOODWILL:
To build up the public image of a firm over a period is another objective of

marketing. The marketing department provides quality products to
customers at reasonable prices and thus creates its impact on the
customers.
 PUBLIC IMAGE:
The marketing manager attempts to raise the goodwill of the business by

initiating image-building activities such a sales promotion, publicity and
advertisement, high qualities, reasonable price, convenient distribution
outlets.
 INCREASE SALES MARKETING:
It is rigorous process of increasing the sale of products and services to

generate revenue.
1.7 NATURE OF MARKETING
• HUMAN ACTIVITY
Originally, the team marketing is a human activity under which human

needs are satisfied by human efforts. It’s human action for human
satisfaction.
• CONSUMER ORIENT
A business exists to satisfy human needs; hence business must find out
what the desires of customers or consumers and thereby produce goods
and services as per the needs of the customer. Thus, only those goods
should be produced that satisfy consumer needs and at reasonable profit to
the manufacturer or producer.

 ART AS WELL AS SCIENCE
In the technology arena, marketing is the art and science of choosing target
markets and satisfying customers through creating, delivering and
communicating superior customer value. It is a technique of making the
goods available at right time, right place, into right hands, right quality, in
the right form and at right price.
 EXCHANGE PROCESS
All marketing activities revolve around commercial exchange process. The

exchange process implies transactions between buyer and seller. It also
involves exchange technology, exchange of information and exchange of
ideas.
 STARTS AND ENDS WITH CUSTOMERS
Marketing is consumer oriented and it is crucial to know what the actual

demand of consumer is. This is possible only when required information
related to the goods and services is collected from the customer. Thus, it is
the starting of marketing and the marketing end as soon as those goods and
services reach into the safe hands of the customer.
 CREATION OF UTILITIES
Marketing creates four components of utilities viz. Time, place, possession

and form. The form utilities refer to the product or services a company
offers to their customers. The place utility refers to the availability of a
product or services in a location i.e. easier for customers. By time utility, a
company can ensure that products and services and enables them to derive
benefits in their own business.
 GUIDING ELEMENTS OF BUSINEES
Modern marketing is the heart of industrial activity that tells what, when,
how to produce. It is capable of guiding and controlling business.
 SYSTEM OF INTERACTING BUSINESS ACTIVITIES
Marketing is the system through which a business enterprise, institution or

organization interacts with the customers with the objective to profit,
satisfy customers and manage relationship. It is the performance of
business activities that direct the flow of goods and services from producer
to consumer or user.

• MARKETING IS A DYNAMIC PROCESS
Series of interrelated functions marketing is a complex, continuous and

interrelated process. It involves continuously planning, implementation
and control.
1.8 ADVANTAGES OF MARKETING
• MARKETING WIDENS THE MARKET:
Marketing draws out the hidden wants of consumers, creates new demand,
locates the untapped areas and finds out the possibilities of selling new
products. It thus enlarges the market and enables the producers to increase
production and earn more profits.
• MARKETING FACILITIES EXCHANGES IN THE OWNERSHIP

AND POSSESSION OF GOODS AND SERVICES:
It creates time, place and possession utilities for the goods and services. It
is helpful to both producers and consumers. Producers come to know about
the specific needs and preferences of the people and the customers about
the products that manufacturers can offer.
• MARKETING HELPS IN OPTIMAL UTILIZATION OF

RESOURCES:
As the marketing efforts widen the area of market, the producers can
utilize their resources, otherwise remaining partly utilized, to the
maximum. This optimum use of resources reduces the total cost per unit.
 MARKETING ACCELERATES OTHER ACTIVITIES:
Because of marketing so many other activities such as banking, transport,

insurance, warehousing etc. Get a boost as they are needed more to help in
the marketing process.
• MARKETING INCREASE THE NATIONAL INCOME:
National income is the sum total of goods and services that a nation
possesses. The net effect of all marketing efforts is a rise in production of
existing of all marketing. Effort is a rise in production of existing
industries, investment in new industries unit and provision of more

services. The nation becomes richer with the increase in its national
income and there is a rise in per capital income. The underdeveloped stage
to developing stage and then marches towards a developed economy.
• MARKETING RAISES THE STANDARD OF LIVING:
With the provision of more items of necessities, comforts and luxuries,

cheaper as well as costly and with more services and amenities as its
disposal, the community enjoys a higher standard of living. Even the
poorer sections of society find many more things within their reach
because of lowering of costs of commodities and services. Paul Mazur
says “marketing is the delivery of a standard of living to society”.
Prof.Malcom Me Nair added further that “marketing is the creation and
delivery of standard of living to society.”
• MARKETING PROVIDES GAINFUL EMPLOYMENT

OPPORTUNITIES:
Marketing creates a climate for more production and services. It also

results in more social overhead as more roads, more warehousing facilities,
more transport and communication, more banks, more training and
technical institutions, more manpower is needed for the same and the
avenues of employment increases. Moreover, marketing is a complex
mechanism involving a number of functions which call for different
specialized personnel for employment.
• MARKETING STABILIZES THE ECONOMICS CONDITIONS:
Marketing not only sets the economy revolving but also provides steady
and stable economic conditions where all are happy. It bridges the gap
between producer and consumers. It is a connecting belt between the two
wheels of the economy of a nation, i.e. the production and the
consumption. Marketing by balancing production with consumption,
provides stable prices, full employment and a strong economy.
1.9 MEANING OF CONSUMER
A person who purchases goods & services for personal use.
1.10 MEANING OF CONSUMER PERCEPTION
In marketing, 'customer perception' refers to customers' awareness, their

impressions, and their opinions about your business, products, and brand.
Customer perception is shaped by multiple variables, including direct and indirect
interactions with your offerings.

1.11 DEFINITON OF CONSUMER PERCEPTION
Customer perception is a “Process during which an individual acquires knowledge

about the environment and interprets the information according to his/her needs,
requirements and attitudes.” – as defined by F.G. Crane and T.K. Klarke (1994).
1.12 IMPORTANT ELEMENTS INVOLVED IN THE

CONSUMER PERCEPTUAL PROCESS
1. Input:
The input to the perceptual process refers to the various stimuli that
surround an individual and exist in his environment. The perceptual
process begins when the sensory receptors detect a stimulus in the
environment, which acts as an input to the perceptual mechanism.
2. Perceptual Mechanism:
Once the sense organs detect a stimulus in the environment, the person
selects, organizes, and interprets it through a. perceptual selectivity, b.
perceptual organization, and c. perceptual interpretation. Put together, this
is known as the perceptual mechanism.
3. Output:
Once the input has been interpreted, it results in an output. The output
towards the stimulus assumes various forms, for example, in the formation
of emotions and moods, as well as beliefs, opinions, and attitudes.
4. Behaviour:
The resultant behaviour is an outcome of the output. Based on one’s

emotions and moods, as well as beliefs, opinions, and attitudes, a person
would enact a behaviour.

1.13 STAGES OF CUSTOMER PERCEPTION
1. Exposure
Exposure includes the elements like colours, logo, sound, ambience which
a customer experiences when they interact with a brand or a product.
When we see a particular colour and taste a unique flavour it can get our
attention which forms the second stage.
2. Attention
Attention comes into picture when the exposure stage completes and the
customer takes notice of the message and product being marketed. If the
attention results in positive experience, it may get into the interpretation
stage.
3. Interpretation
Interpretation is how a customer assigns meaning or some value to the

inputs and experience in the first 2 stages of customer perception. It can
lead to comparison with another similar product or some similar
experience from the past. Overall, the customer assigns some meaning to
the overall experience with the product.
4. Retention
Now the final stage is when the customer remembers the interaction for
future references by storing it in the memory. This means that the
customer perception is now formed. It may be positive or it may be
negative as well.
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1.14 FACTORS INFLUENCING CUSTOMER PERCEPTION
• Emotional connect
Superb brands know that emotional connection with the customer is

critical to brand development.
• Marketing communications
How the brand communicates with the customers using the various media
vehicles.
• Holistic marketing
A brand cannot be excellent if it has good sales staff but pathetic support
staff. A brand has to be a good all-rounder and satisfy customers from all
its touch points.
• Personal experience
Personal experience is one of the most important influencers that can

easily have a direct impact on customer perception. Our personal
experiences matter most. When a customer experiences a good service or
purchases a great product, the quality of goods and services matter.
• Advertising
Promotional campaigns are an integral part of any organization. It takes

important steps to create advertisements that can change your perception
about a brand easily.
• Influencers
We all are surrounded by several influencers that have a direct and indirect
impact on your mindset. It can change customer perception at the drop of a
hat. Suppose you saw an advertisement about apparel and were impressed
by the brand. Next day you met your friend who told you about the
horrible experience he had at the brand outlet the other day. Your
perception changes once again.
• Social media platforms
This is the age of technology where most people are on one or the other
social media portal browsing to their heart’s content.
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1.15 IMPORTANCE OF CUSTOMER PERCEPTION

Make sure that a customer leaves happy from your place because he or she will
take this emotion back to his friends and family and talk about his experience to
one and all. Ensure that they feel valued after an interaction with you.Remember,
it is easy to felicitate a positive customer perception from the onset than to change
his negative perception to an optimistic one.
 Brand loyalty
It is important that both brand and customer perception tally. Sometimes

what the brand is offering may differ from what the customer perceives. It can
cause unfavourable reactions from one or other parties.Make sure that the brand is
in complete sync with the customers to boost their perception about its products
and services. Once you gain his faith, it becomes possible to earn his loyalty
gradually. This helps the brand to increase its customer base and proves an
advantage in terms of customer perception.
 Increase in sales figures
The actual aim of a business entity is to boost its sales figures. It
implements several steps to lure in its customers. Remember, it is the consumer
perception that drives his behaviour and ultimately leads to buying decision.An
important advantage of positive customer perception is that it leads to an increase
in sales because the customers react favourably to the company and its products.
 Customer retention
Seriou’s competition forces the brands to decrease their prices because

they want to win over customer loyalty at any cost. Although the sales figures
increase the actual revenues does not increase at the same rate.When you already
have a good and loyal customer base because of positive customer perception, it
becomes easier for a brand at customer retention.
 Strengthens the bond
An important advantage of good customer perception is that it

strengthens the bond between the brand and its customers. And is likely to visit
the place at least once if his interactions over there have been favourable.
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1.16ADVANTAGE OF CONSUMER PERCEPTION

 Competition increasing in the global economy making it difficult for products
and services to differentiate themselves from other business offerings.
 Production, distribution, procurement and access to information costs are

also rising.
 Varied goods end up facing tough competition from market entrants from
new sets or packages and replacements.
 As a result, prices are falling as most firms want to win over customers
and close quality gaps.
1.17 WHAT IS MARKETING STRATEGY
Marketing strategy is a process that can allow an organization to concentrate its

limitedresources on the greatest opportunities to increase sales and achieve a
sustainable competitiveadvantage. Marketing strategy includes all basic and long-
term activities in the field ofmarketing that deals with the analysis of the strategic
initial situation of a company and theformulation, evaluation and selection of
market-oriented strategies and therefore contributesto the goals of the company
and its marketing objectives.
1.18 TYPES OF STRATEGIES
Marketing strategies may differ depending on the unique situation of the

individual business. However, there are a number of ways of categorizing some
generic strategies. A brief description of the most common categorizing schemes
is presented below
- Strategies Based on Market Dominance
In this scheme. firms are classified based on their market share or dominance of
an industry.
-Porter Generic Strategies
Strategic scope refers to the market penetration while strategic strength refers to
the firm'ssustainable competitive advantage. The generic strategy framework
comprises two alternativescopes. These are- Differentiation and low-cost
leadership each with a dimension of focus-broad or narrow.
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- Innovative Strategy
This deals with the firm's rate of the new product development and business
model innovation. It asks whether the company is on cutting edge of technology
and business innovation.
1.19 MARKETING STRATEGIES ADOPTED BY TATA
Marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. Marketing strategy includes all basic and long-
term activities in the field of marketing that deal with the analysis of the strategic
initial situation of a company and the formulation, evaluation and selection of
market-oriented strategies and therefore contributes to the goals of the company
and its marketing objectives.
1.20 SALES STRATEGY
Sales promotion
According to American Marketing Association, sales promotion refers to "those

activities other than personal selling, advertising & publicity that stimulate
consumer purchasing & dealer effectiveness, such as display shows & exhibitions
and various other non-recurrent selling effort not in ordinary routine.
Sales Promotion Objectives
- To increase the sales & encourage the present consumers to use more frequently.
- To attract new customers by means of incentive campaigns etc.
- To build buying habit.
- To motivate & attract the sales force and get their cooperation.
- To improve manufacturer-dealer relationship.
- To help the new product enter into existing and new market.
1.21 SALES PROMOTION STRATEGY
Tata True Value Outlet: -
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Tata has aided customers by providing them the facility to bring their vehicle to a
'Tata True Value' outlet and exchange it for a new car, by paying the difference.
They are offered loyalty discounts in return. This helps them retain the customer.
Tata Call Center:-
Tata has proper customer complain handling cell under the CM department. The
customer care will help the customers solving all their problems and answer all
their grievances.
Tata Insurance:
It is launched in 2002 Tata provides vehicle insurance to its customers with the
help of National Insurance Company, Bajaj Allianz. The service was set up by the
company with the inception of two subsidiaries Tata Insurance Distributors
Service Pvt. Ltd. And Tata Insurance Brokers Pvt. Ltd
Promotional Strategies
Road Shows
The company plans to stage road shows, to display vehicles in the pavilions
during various college festivals and exhibition, this car will appeal to youngsters
more.
Television advertisements
Advertisements to promote and market our product will be shown on leading

television channels. Major music and sports channels will promote and they will
reach out to the youth will be promoted through Star, Zee, etc as it has more
viewers,
Radio
Radio is the medium with the widest coverage. Studies have recently shown high
levels of exposure to radio broadcasting both within urban and rural areas,
whether or not listeners actually own a set. Many people listen to other people's
radios or hear them in public places. So, radio announcements will be made and
advertisements will be announced on the radio about the product features and
price, qualities, etc.
Print Ads
Daily advertisements in leading newspapers and magazines will be used to

promote the product. Leaflets at the initial stage will be distributed at railway
stations, malls, college areas and various other location.
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Workshops and Seminars
Workshops and seminars will be held in colleges and big corporate to make
people aware about the companies past performance and product features, its
affordability and usage, vastdistribution network.
1.22 TYPES OF PERCEPTION
We perceive objects in different manners as compared to their position in the

environment
.Objects maybe moving or static, when we have to perceive motion.
We may have to locate sounds & voices in the space around us.
- Form Perception
- Size Perception
- Depth Perception
- Perception of Movement
- Time Perception
1.23 SENSATION AND PERCEPTION
Sensation
- The process through which the senses pick up visual, auditory & other
sensory stimuli & transmit them to the brain.
- Sensory information that has registered in the brain but has not been
interpreted called sensation.
Perception
- The process by which sensory information is actively organised and

interpreted by the brain.
- The process of selecting, organising and interpreting raw sensory data into
useful mental representation of the world.
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CHAPTER-2
REVIEW OF LITERATURE
2.1 REVIEW OF THE LITERATURE:
Jarvenpaa et al. (2000)

He tested a model of consumer attitude towards specific web base stores, in which
perceptions of the store's reputation and size were assumed to affect consumer
trust of the retailer. The level of trust was positively related to the attitude toward
the store, and inversely related to the perception of the risks involved in buying
from that store. His study concluded that the attitude and the risk perception
affected the consumer's intention to buy from the store.
Straub & Watson (2001)

It is important for the website to understand what users want. It is also very
important capture the attitudes and feelings of the online customers. His research
was mostly to understand what are the factors which make online shopping
appealing to customers, their priority of choosing online over others and e-
satisfaction through.
Agarwal and Venkatesh (2002)

According to their study which is based on usability factor states that first factor is
ease of use which attracts customer for online and other subcategories are
composed of emotion construct: challenge, plot, character strength, and pace.
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Dellarocas, (2003)
The advent of the Internet has brought about a word-of-mouth revolution.
Through the Internet, individuals can make their thoughts, opinions easily
accessible to the global community of Internet users and growing number of users
actively takes advantage of this opportunity.
Card et al. (2003)

Online travel shopping has mainly focused on consumers’ characteristics, such as
demographic variables, internet and computer knowledge. In fact, numerous
studies have provided useful profiles of travellers that purchase online, namely
using demographics while Kamarulzaman (2007) found that it did not have an
effect on the adoption of online travel site.
Pavlou (2003)
His study was to know whether the Purchase intention can be classified as one of
the components of consumer cognitive behaviour that is how an individual intends
to buy a specific brand. Based on the argument, his study puts forward that online
purchase intention is the situation when a customer is willing and intends to
become involved in online transaction.
Kim & Kim (2004),

Kim et al. (2009) put forward that Online shopping motivations differed regarding
the type of travel product bought, while others focused specifically on low
complexity travel services, such as accommodation or airline tickets, but no
research study focuses exclusively on a high complexity product, such as holiday
packages or cruises.
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CHAPTER-03
RESEARCH DESIGN
3.1 INTRODUCTION:
Research design is the frame work of method and techniques chosen by researcher
to combine various components of research in a reasonably logical manner so that
the research problem is efficiently handled. It provides insight about “how” to
conduct research using particular methodology. Every researcher has a list of
research question which needs to be done with research design. The design of the
research topic is used to explain the type of research and also its sub type. There
are three main section of research design: data collection, measurement and also.
In simple words a research design is set of methods and procedure used in
collecting and analysing measures of the variable specified in the problem
research. A research design is a frame work that has been created to find answers
to research questionnaires.
3.2 MEANING OF RESEARCH DESIGN:
A research design will typically include hoe data is to be collected, what

instrument will be employed, how the instruments will be used and the intended
means for analysing data collected. Research is a process by which the researcher
tries to analyses the data available to him either to find a solution to an existing
problem or to use an opportunity available in the environment. There are various
types of research methods. Research design is like a blue print for the researcher
as to how he or she should proceed. It specifics the statement of the problem, data
sources and objective of the study, data analysis and interpretation. A good
research design ensures effective research and results productive use of resources.
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3.3 DEFINITION OF RESEARCH DESIGN:
Green and tull, “A research design is the specification of the methods and
procedures for acquiring the information needed. It is the over-all operational
pattern or framework of the project that stipulates what information is to be
collected from which source by what procedures”. Research design is defined as a
framework of methods and techniques chosen by a researcher in a various
component of research in a reasonably logical manner so that the research
problem is efficient handled.
3.4 TITLE OF THE STUDY:

3.5 STATEMENT OF THE PROBLEM:

- At present in this competitive business world the car industry has more
than 20 brands in the battle Field facing stiff competition in every
segment's targeted.
- Even TATA MOTORS is also facing stiff competition even its 50 years of
heritage.
- In this juncture it has to identify its competitors in this market by bringing
consumer perception in minds of consumers also it has to cope up with the
consumer behaviour.
- Through this study, the main problem that it studies during this project
work is to find out the customer preference and customer perception
towards TATA MOTORS.
3.6 SCOPE OF THE STUDY

▪ The research measures the experiences of customers.
▪ Defines and analyses the experiences based on key deliverables.
▪ Gains insights into Customer expectations.
3.7 OBJECTIVES OF THE STUDY

The objective is to study those factors which can accelerate the marketability of
the TATA MOTORS compared to its competitors
 To study the customer perception of tata motors.
 To study the products survey
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 To determine the requirements and needs of the potential customers.
 To use the best car technology involved in the present times.
3.8 RESEARCH METHODOLOGY:

Majority of the above-mentioned identified objective can be analysed by using
descriptive research methods. Following is the outline which describes the
research methodology planned by us in order to analyses the identified problem.
The research was based on a study of a sample, sized 60, using simple random
sample selected from the existing database of TATA Motors. The research
included collection of data from the primary sources using (questionnaire). Final
stage was to analyse, interpret and draw conclusions from the data collected.
3.9 TYPE OF RESEARCH:
• EXPLORATORY RESEARCH:
It generally emphasis a discovery of ideas and insights more qualitative

rather than quantitative.
• DESCRIPTIVE RESEARCH:
It is concerned with determining the frequency which with something

occurs is extend relationship between two variables This study will be
having exploratory research which is based on discovery ideas on insights.
3.10 SOURCES OF DATA:
PRIMARY SOURCE:
• The primary data was collected by company
• The data is collected directly from each and every customer who are
visiting showroom directly
SECONDARY SOURCE:
In order to have a proper understanding of the customer services of TATA
MOTORS as depth study was done from the various sources such as books, a lot
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of data is also collected from the official websites of the TATA MOTORS and the
articles from various search engines like Google…
3.11 DATA COLLECTION TOOL:

Data is collected from various customers through personal interaction. Some other
information is collected through secondary data also. Data was collected through a
structured questionnaire; Likert technique is used. Likert scale is simple a
statement which the respondent is asked to evaluate according to any kind of
subjective or objective criteria, generally the level of agreement and disagreement
is measured. The questionnaire consists of two parts. The first part consists of
three questions concerning the demographic information of the respondent such as
the name, age, occupation and gender.
SAMPLE SIZE
Sample size was chosen to be above 90.
SAMPLING UNIT
In this study the sampling unit used is the existing customer base of TATA
Motors. Selection is made from the list of Customers during the last one year.
ANALYSIS OF DATA:
The descriptive statistical tools have been used for the analysis of collected data.
And inference statistical tool which helps in decision making.
3.12 OVERVIEW OF THE CHAPTER SCHEME:
CHAPTER 1: INTRODUCTION
This chapter contains an introduction to Brand Positioning, need, benefits etc..,
and also a brief introduction about marketing towards Brand Positioning.
CHAPTER 2: REVIEW OF LITERATURE

This chapter includes the information regarding the statement given by various
authors regarding the title.
CHAPTER 3: RESEARCH DESIGN
22

This chapter includes with meaning, statement of the problem, review of
literature, objective of the study, scope of the study, methodology of the study and
limitation of the study.
CHAPTER 4: COMPANY PROFILE

This chapter includes information relating to the nature of business, mission,
vision organizational structure and SWOT analysis, market size, government
initiatives, investment and recent developments.
CHAPTER 5: DATA ANALYSIS AND INTERPRETATION

This chapter makes an analysis of data collection in primary and secondary
sources complied and tabulated tables, graphs, and interpretation thereof.
CHAPTER 6: FINDINGS, SUGGESTIONS AND CONCLUSIONS

This chapter deals with summary of finding, conclusion also states the
recommendations or suggestions based on findings.
3.13 BIBILOGRAPHY AND ANNEXURES

It contains books referred
Websites browsed
Journals
Magazines
23

CHAPTER-04
COMPANY PROFILE
4.1 INTRODUCTION:
“A promise is promise and I kept my promise"- this is the historical statement

which Mr. RATAN TATA said when he launched his ambitious TATA NANO;
the people's car in India on 23 rd march 2009.
Tata has always given value products in the Indian Car Market whether it is path
breaking recently launched TATA NANO or TATA INDICA (which created great
brand into the car industry in the diesel segment).
Not only is the passenger car, even into the heavy vehicle segment TATA is the
only sole leader in India.
TATA has created its brand value not only in India but even outside India it has
created its brand by acquiring Jaguar-Land Rover, Corus Steel during 2007-08
TATA has been named among top 10 brand companies by Fortune Magazine in
the year 2008.
It has got into top 100 companies in the survey of Standard & Poor Mody's
research in the year 2008.
Being into most valued brand in world the consumer satisfaction to its customers
is very important for TATAS and thus they are continuously working into this
area where their objective is to provide best products with full value of the money
of their customers.
24

The TATA INDICA VISTA has been one of those products you just cannot
ignore. While it got media coverage around the world, the reactions, though
mixed, flowed easily.
On the one hand there has been pride in the World's mid-size small car" tag, as a
great achievement for Indian industry.
The "World's mid-size small Car" tag has been well received with the hope that a
whole new category of people can look to buy a car now.
Tata Motors is a part of the Tata Group manages its share-holding through Tata
Sons. The company was established in 1950 as a locomotive manufacturing unit
and later expanded its operations to commercial vehicle sector in 1954 after
forming a joint venture with Daimler- Benz AG of Germany. Despite the success
of its commercial vehicles, Tata realized his company had to diversify and he
began to look at other products. Based on consumer demand, he decided that
building a small car would be the most practical new venture. So, in
1998 it launched Tata Indica, India's first fully indigenous passenger car.
Designed to be inexpensive and simple to build and maintain, the Indica became a
hit in the Indian market. It was also exported to Europe, especially the UK and
Italy. After years of dominating the commercial vehicle market in India, Tata
Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra,
a multi utility vehicle. After the launch of three more vehicles, Tata Estate (1992,
a station wagon design based on the carlier 'Tata Mobile' (1989), a light
commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first
sports utility vehicle). Tata launched the indica in 1998, the first fully indigenous
passenger car of India. Though the car was initially panned by auto-analysts, the
car's excellent fuel economy, powerful engine and aggressive marketing strategy
made it one of the best-selling cars in the history of the Indian automobile
industry. A newer version of the car, named IndicaV2, was a major improvement
over the previous version and quickly became a mass- favourite. Tata Motors also
successfully exported large quantities of the car to South Africa.
4.2PRODUCTIONS OF TATA MOTORS
Although the sector was hit by economic slowdown, overall production

(passenger vehicles, commercial vehicles, two wheelers and three wheelers)
increased from 10.85 million vehicles in 2007-08 to 11.17 million vehicles in
2008-09. Passenger vehicles increased marginally from 1.77 million to 1.83
million while two-wheelers increased from 8.02 million to 8.41 million.
In recent times, India has emerged as one of the favourite investment destinations
for automotive manufacturers.
 Volvo Buses India is eyeing 35 per cent growth in domestic sales this year
at 550-600 units as against around 440 units sold in 2008.
25

 Toyota Kirloskar Motor Pvt Ltd (TKML), the Indian subsidiary of Japan's
Toyota Motor Corp, is increasing its investment by USS 164.8 million at
its manufacturing site near Bangalore, to touch US$ $24.32 million by
2016.
 French carmaker, Renault, has completely recast its plans for India as part
of a new, aggressive approach that will see it producing cars in its Chennai
plant by 2011.
 Hyundai has made India its global hub for manufacturing small cars. It
will invest USS 1 billion in its second plant in Chennai by 2013. In
addition, it is also investing US$ 40 million in its research and
development (R&D) facility in Hyderabad.
 General Motors has so far invested about USS I billion into its Indian
operations.
 Mercedes-Benz will invest about USS 64.21 million in its plant at Chakan
near Pune.
4.3 COMPANY’S VISION, MISSION AND VALUES:
VISION:
To be globally significant in each of our chosen businesses by 2025.
MISSION:
To be the most reliable global network for customers and suppliers, that delivers
value through products and services. To be a responsible value creator for all our
stakeholders.
VALUES:
 Pioneering
We will be bold and agile, courageously taking on challenges, using deep
customer insight to develop innovative solutions.
 Integrity
We will be fair, honest, transparent and ethical in our conduct; everything we do
must stand the test of public scrutiny.
 Excellence
We will be passionate about achieving the highest standards of quality, always
promoting meritocracy.
 Unity
26

We will invest in our people and partners, enable continuous learning, and build
caring and collaborative relationships based on trust and mutual respect.
 Responsibility
We will integrate environmental and social principles in our businesses, ensuring
that what comes from the people goes back to the people many times over.
4.4 HISTORY OF TATA MOTORS

The Company was incorporated on 1st September 1945 at Mumbai to
manufacture diesel vehicle for commercial use, excavators, industrial shunter,
dumpers, heavy forging and machine tools, The commercial diesel vehicles which
were known Tat Mercedes Benz' (TMB) are now called "Tata' vehicles after the
expiry of the collaboration agreement with Daimler-Benz, AG, West Germany,
The company also used to manufacture pulp and paper making machinery. In
1960 the company's name, which was Tat Locomotive & Engineering Company
Ltd, was changed to Tata Engineering & Locomotive Company Ltd. In the year
1987 the company undertook to set up a new forge Shop, a high output foundry
line, a new paint Shop 35 well as augmentation of engine and gearbox
manufacturing facilities, all at Jamshedpur. In 1991 During the year the company
entered into a collaborative agreement with an internationally renowned engine
research and development organisation to jointly develop higher horsepower, fuel
efficient diesel and petrol engines to meet the future requirements of the company.
The last quarter saw thecompany launching two new passenger vehicles, the
SIERRA and the ESTATE totally designed and manufactured in India.
4.5 TATA AND OTHER BRANDS

Tata Motors has a remarkable portfolio of both passenger and commercial
vehicles and have been leading India’s commercial vehicles space for several
years. The Company operates six principal automotive manufacturing facilities in
India: at Jamshedpur in the state of Jharkhand, at Pune in the state of Maharashtra,
at Lucknow in the state of Uttar Pradesh, at Pantnagar in the state of Uttarakhand,
at Sanand in the state of Gujarat and at Dharwad in the state of Karnataka. Tata
Motor’s Operating Philosophy is reflected in its Vision, Mission and Values.
27

4.6 TATA DIVISIONS

Tata Motors has auto manufacturing and vehicle plants in Jamshedpur, Pantnagar,
Lucknow, Sanand, Dharwad, and Pune in India, as well as in Argentina, South
Africa, Great Britain, and Thailand.
Divisions: Tata Motors Cars
Services: Automotive finance; Vehicle leasing;
Subsidiaries: Tata Daewoo; Jaguar Land Rover;
Products: Automobiles; Luxury vehicles
4.7 OBJECTIVES OF TATA MOTORS

To develop a range of exciting and contemporary products and services across the
PV and CV segments to match and surpass customer expectations.
4.8 TATA BRANDS
28

 Manufacturer – Tata Motors

 Production – 2005 - present
 Body style – 5 door SUV
 Engine – 3L Dynamic diesel SE
 3L Dynamic diesel HSE
 3L Diesel ATbiography
 3l Diesel first edition
29


 Class – MUV, SUV
 Engine – 2L IDI
30


 Class – SUV
 Engine – 2L Turbodiesel 14
 2.2L Turbo diesel 14
 3L Turbo diesel 14
31


 Name – Tata Indica V2
 Body style – 5 doors
 Class – Supermini car
32


 Name – One lakh car
 Body style – 4 doors
 Class – City car
 Engine – 2-cylinder SOHC Petrol Bosch multipoint fuel
33

4.8 PRODUCT PROFILE

Passenger Cars:
• Indica Vista, Indica V2, indica V2 Turbo, Indica V2 Xeta, Indica V2 Dicor.,
Aria, Zest and Bolt (upcoming)
• Indigo XL, Indigo, Indigo Marina Indigo CS.
• Nano.
Utility Vehicles:
• Safari Dicor.
• Sumo Grande.
• Sumo.
• Xenon XT.
Trucks:
• Medium & Heavy Comm. Vehicles, Tata Novus.
• Intermediate Comm. Vehicles.
• Light Commercial Vehicles, TL 4×4, Small Commercial Vehicles.
Commercial Passenger Carriers:

• Buses.
• Winger.
• Magic
34

Defence Vehicles
Subsidiaries of the company:
• Jaguar Land Rover.
• Tata Technologies Ltd. (TTL) and its subsidiaries.
• Telco Construction Equipment Co. Ltd. (Telcon).
• HV Axles Ltd. (HVAL).
• HV Transmissions Ltd. (HVTL).
• TAL Manufacturing Solutions Ltd. (TAL).
• Sheba Properties Ltd. (Sheba).
• Concorde Motors (India) Ltd. (Concorde).
• Tata Daewoo Commercial Vehicle Company Ltd (TDWCV).
• Hispano Carrocera S. A. (HC).
• Tata Motors Insurance Broking & Advisory Services Ltd (TMIBASL).
• Tata Motors European Technical Centre plc.
• Tata Motors Finance Limited.
• Tata Motors Thailand.
• Tata Marcopolo Motors Ltd (TMML).
• Tata Motors (SA) Proprietary Ltd (TMSA).
• TML Distribution Company Ltd (TDCL).
35

4.9 ACHIEVEMENTS AND RECOGNITION
 Tata Motors Pune PVBU Kaizen CFT bagged two prestigious awards, 2nd
Rank and 3rd Rank in the large-scale category for the Productivity &
Improvement Kaizen Case Study.
 TOPS Convention by ICQ announced Team Jamshedpur as a winner and
Team Dharwad as 2nd Runner up Tata Motors CV for winning various
awards across 6 categories at theBusiness Leader of the Year Awards.
 TOPS Convention by ICQ announced Team Jamshedpur as a winner and
Team Dharwad as 2nd Runner Up.
4.10 TATA MOTORS' MAJOR INNOVATIONS IN ENGINE

TECHNOLOGIES
Next Gen DICR Engines
These engines, available in 3L and 5L capacities, offer best-in-class fuel economy,

excellent performance lower total cost of ownership, better reliability and
durability. These engines are BS IV compliant and are design protected to meet
future emission requirements (BS VI).
36

Tata Cummins Engines

As a part of our collaboration with Cummins, we have manufactured a wide
spectrum of best-in-class engines that deliver high value propositions like fuel
economy, reliability and durability.
Revotron
This next-gen aluminium body, light-weight engine has a stiffened crank case
with smart electronic control, which minimises noise and vibration and ensures
precise control. With the unique multi-drive mode feature, this engine guarantees
best economy and driving pleasure.
Revotorq
Tata Motors' Revotorq 1.05L diesel engine made its debut with the Tiago. The
engine has been globally benchmarked on various parameters such as
performance, economy and refinement.
37

4.11 SWOT ANALYSIS
Strength
 Strong presence in the market place.
 Unique understanding of customer need.
 Skill base developed over the last 40 years.
 People strength.
 Services and materials.
 Energy and engineering.
Opportunities
 India’s huge graphic speed.
 Easier finance schemes.
 Replacement of Aging four vehicles.
 Increasing road developments, golden quadrilateral.
 Increasing disposal income with the service sector.
 Higher GDP growth.
Threat
 . Indian is lacking in proper infrastructure this is slowing the pace of
growth of auto industry
 Global crisis- this really hurts the Indian growing industry and not only the
auto but tyre industry went for toss.
 High competition from foreign players-As the giants like GM, Audi,
MERC etc are trying to capture the high segment market it is one of the
very effective threats to the company.
38

Weakness
 The current financial situation of its recently acquired firms like "Corus"
and "Land Rover-Jaguar" is very big headache for the company and it
should be back to the track in the near future.
 The high ratio of debt equity ratio is also weakness of the company.
 The small car segment is still not good for the company due to "Maruti
Suzuki" so, it need to tap this section also.
 .The CV segment is becoming highly competitive by new player like
Volvo, and rival M&M are coming with new products to cater the TATA
in the market as the rural area has given thumps up to M&M during this
year.
39

CHAPTER-5
ANALYSIS AND INTERPRETATION
5.1 ANALYSIS AND INTERPRETATION OF DATA

After tabulating, the data must be analysed, researched often use interpretation.
That concentrates on what divides from average. Statistical interpretation shows
how widely resources vary and how they are distributed in relations with variables
being measured. The analysis and interpretation of may lead the researchers to
accept or reject the hypothesis being selected.
5.2 MEANING OF DATA ANALYSIS

The process of evaluating data using analytical and logical reasoning to examine
each component of the data provide. This form of analysis is just one of the many
steps that must be completed when conducting a research experiment. Data from
various sources is gathered, reviewed and then analysed to form some sort of
finding or conclusion. There are a variety of specific data analysis method, sum of
which include data mining, text Analytics, business intelligence and data
visualisation .
Data analysis is a process of inspecting, cleaning, transforming, and modelling
data with the goal of discovering useful information, informing conclusion and
supporting decision making. Data analysis as multiple facts and approaches,
encompassing diverse technique under a variety of names and is used in different
business, science and social science domains, in the today's business world, data
analysis plays a role in decision making more scientific and helping business
operate more effectively.
5.3 MEANING OF DATA INTERPRETATION

Interpretation is the act of explaining, reframing or other wise showing your own
understanding of something. It is process of determining the significance of
important information, such as survey result, experimental findings, observations
or narrative reports. Interpreting data is an important critical thinking shell that
helps you Comprehend textbooks, graphs and tables .
The aim of the present study is to find out the "study consumer perception on
TATA MOTORS. This proposed study collects data from the reliable sources
directly and indirectly i.e., concerned employees, customer, students and
investors. The collected data are arranged properly, analysed systematically and
Interpreted precisely.
40

5.4 TABLE
THE PROFILE OF THE RESPONDENTS BASED ON AGE
AGE NO OF RESPONDENTS
18-20 20
21-25 35
26-30 25
31-35 10
TOTAL 90
ANALYSIS
From the above table it is clear that 20% of the respondents fall under the age
group of 18-20 , 35% of respondents fall under the age group of 21-25 , 25% fall
under the age group of 26-30 and rest 10% respondents fall under the age of 31-35
years .
41

5.4 GRAPH
GRAPH SHOWING THE PROFILE OF THE RESPONDENTS
BASED ON AGE
40
35
30
25
20
NO OF RESPONDENTS
15
10
0
18-20 21-25 26-30 31-35
INTERPRETATION
It is revealed that majority of the respondents are below 25 years. From this we
can conclude that the younger generation and the middle-aged persons are more
interested in Tata motors and there are no users of tata motors from the age group
of 31-35 years of age.
42

5.5 TABLE
THE PROFILE OF THE RESPONDENTS BASED ON GENDER
GENDER NO OF RESPONDENTS
MALE 55
FEMALE 35
TOTAL 90
ANALYSIS
From the above table it is clear that 85% of respondents were male and female
respondents constituted just 15% of total responses.
43

5.5 GRAPH
BASED ON GENDER
60
50
40
30
NO OF RESPONDENTS
20
10
0
MALE FEMALE
INTERPRETATION
It is clear that most of the users of Tata motors cars are males mostly because of
the manly looks of the cars.
44

5.6 TABLE
THE PROFILE OF THE RESPONDENTS BASED ON TATA
MAGIC
YES 30
NO 60
TOTAL 90
ANALYSIS
From the above table it is clear that 60% of respondents are not heart of Tata
magic and 30% of respondents have heard of Tata magic.
45

5.6 GRAPH
BASED ON TATA MAGIC
70
60
50
40
NO OF RESPONDENTS
30
20
10
0
YES NO
INTERPRETATION
From the above table it is clear that 60% of respondents are not heart of Tata
magic and 30% of respondents have heard of Tata magic.
46

5.7 TABLE
THE PROFILE OF THE RESPONDENTS BASED ON WHICH
NEW COMMERCIAL BRAND PEOPLE PREFER.
BRAND NAMES NO OF RESPONDENTS
FORCE MOTORS 20
MARUTHI SUZUKI 40
TATA MOTORS 20
OTHERS 10
TOTAL 90
ANALYSIS
From the above table it is clear that highest percentage 40% they prefer for Maruti
Suzuki and 20% respondents they prefer force motors and Tata motors, 10%
people prefer another brand.
47

5.7 GRAPH
BASED ON WHICH NEW COMMERCIAL BRAND PEOPLE
PREFER
45
40
35
30
25
20 NO OF RESPONDENTS
15
10
0
FORCE MAUTHI TATA OTHERS
MOTORS SUZUKI MOTORS
INTERPRETATION
It is clear that most of the respondents like Maruthi Suzuki brand more than Force
motors and Tata motors.
48

5.8 TABLE
THE PROFILE OF THE RESPONDENTS BASED ON
FACTORS REPONDENTS CONSIDERED IN TATA MOTORS.
FACTORS NO OF RESPONDENTS
BRAND IMAGE 40
DESIGN 10
AVAILABILITY 10
GOOD SERVICE 30
TOTAL 90
ANALYSIS
From the above table it is clear that 40% of respondents consider Tata motors for
their brand image ,10% of respondents consider Tata motors for their Design, 10%
of respondents consider for Availability factor and 30% of people do consider for
their good service.
49

5.8 GRAPH
BASED ON FACTORS REPONDENTS CONSIDERED IN
TATA MOTORS.
40
35
30
25
20
NO OF RESPONDENTS
15
10
0
E N TY CE
AG ESIG BILI RVI
IM SE
ND
D
A ILA D
BR
A AV O
GO
INTERPRETATION
It is clear that most of the respondents consider the factor of Brand image and
good service in Tata motors.
50

5.9 TABLE
THE PROFILE OF THE RESPONDENTS BASED ON TATA MOTORS
VEHICLE.
YES 49
NO 41
TOTAL 90
ANALYSIS
From the above table it is that 49% of respondents are having Tata Motors vehicle
and 41 % of respondents are not having Tata motors vehicle.
51

5.9 GRAPH
BASED ON TATA MOTORS VEHICLE.
YES
NO
INTERPRETATION
It is clear that respondents are more in using of TATA motors vehicle.
52

5.10 TABLE
THE PROFILE OF THE RESPONDENTS BASED ON VISIT
TO TATA MOTORS STORE.
YES 30
NO 60
TOTAL 90
ANALYSIS
From the above table 30% of people are respondents visited TATA store and 60%
respondents are not visited TATA motors.
53

5.10 GRAPH
BASED ON VISIT TO TATA MOTORS STORE.
YES
NO
INTERPRETATION
It is clear that most of the respondents haven’t visited TATA MOTORS store
recently only less people of respondents visited TATA MOTORS store.
54

5.11 TABLE
THE PROFILE OF THE RESPONDENTS BASED ON CARS IN
TATA MOTORS.
CAR NAMES NO OF RESPONDENTS
TIAGO 37
NEXON 17
ALTROZ 11
SAFARI 25
TOTAL 90
ANALYSIS
From the above table it is clear that respondents choose 37% of Nexon , 17% of
respondents choose Tiago , 25% of respondents choose safari , 11% of
respondents choose Altroz in TATA MOTORS.
5.11 GRAPH
55

BASED ON VISIT TO TATA MOTORS STORE.
TAIGO
NEXON
ALTROZ
SAFARI
INTERPRETATION
It is clear that most of the respondents choose Nexon for their good service and
25% they choose safari for their Brand image other respondents choose for their
other reasons in TATA MOTORS.
5.12 TABLE
56

WHETHER THE COMPANY IS GOOD OR BAD.
YES 70
NO 20
TOTAL 90
ANALYSIS
From the above table it is clear that 70% of respondents are saying TATA
MOTORS is having good car and 20 % of respondents are saying it is not good.
5.12 GRAPH
57

BASED ON WHETHER THE COMPANY IS GOOD OR BAD.
80
70
60
50
40
NO OF RESPONDENTS
30
20
10
0
YES NO
INTERPRETATION
It is clear that most of the respondents’ responses saying it is good and less people
of respondents says it not good.
5.13 TABLE
58

THE PROFILE OF THE RESPONDENTS BASED ON WHICH
COLOR THEY CHOOSE.
COLORS NO OF RESPONDENTS
WHITE 50
BLACK 40
TOTAL 90
ANALYSIS
From the above table it is clear that 50% of respondents buys the white car and
40% of respondents buys the black car in TATA MOTORS.
5.13 GRAPH
59

BASED ON WHICH COLOR THEY CHOOSE.
50
45
40
35
30
NO OF RESPONDENTS
25
20
15
10
0
WHITE BLACK
INTERPRETATION
It is clear that most of the respondents like white car because of the simple
looking car and they like black car for the bold Look of the car In TATA
MOTORS.
5.14 TABLE
60

RECOMENDATION OF TATA MOTORS.
YES 55
NO 0
CAN’T SAY 35
TOTAL 90
ANALYSIS
From the above table it is clear that 55% of respondents recommend TATA
MOTORS car to people for their purchasing and 35% of respondents recommend
not they are not sure about it.
5.14 GRAPH
61

BASED ON RECOMENDATION OF TATA MOTORS.
60
50
40
30 NO OF RESPONDENTS
20
10
0
YES NO CANT SAY
INTERPRETATION
It is clear that most of the respondents recommend TATA MOTORS for others to
purchase but some of respondents recommend not to purchase Tata motors car.
5.15 TABLE
62

VEHICLE MILEAGE.
VEHICLE MILEAGE NO OF RESPONDENTS
BEST 30
BETTER 30
GOOD 20
POOR 10
TOTAL 90
ANALYSIS
From the above table it is clear that 60% of respondents says it gives best mileage
and 30% says the mileage isn’t so good.
5.15 GRAPH
63

BASED ON VEHICLE MILEAGE.
35
30
25
20
NO OF RESPONDENTS
15
10
0
BEST BETTER GOOD POOR
INTERPRETATION
It is clear that most of the respondents of TATA MOTORS says it gives better
mileage, 20% of respondents says it gives good mileage and 10% of respondents
says it gives poor mileage.
5.16 TABLE
64

EFFICIENCY OF TATA MOTORS VEHICLE.
EFFICENCY SATISFACTION NO OF RESPONDENTS
STRONGLY DISAGREE 20
DISAGREE 5
SOMEWHAT AGREE 35
STRONGLY AGREE 30
TOTAL 90
ANALYSIS
From the above table it is clear that 35% of the respondents somewhat agree the
efficiency of TATA MOTORS vehicle, 30% of the respondents says it strongly
agree, 20% of the respondents are not satisfied with the efficiency of TATA
MOTORS vehicle.
5.16 GRAPH
65

BASED ON EFFICIENCY OF TATA MOTORS VEHICLE.
STRONGLY DISAGREE DISAGREE

SOMEWHAT AGREE STRONGLY AGREE
INTERPRETATION
It is clear that most of the respondents are aware of the efficiency of TATA
MOTORS, the TATA MOTORS company satisfied their customers with good
efficiency.
5.17 TABLE
66

SERVICE IN TATA MOTORS.
SERVICE NO OF RESPONDENTS
VERY SATISFIED 20
SATISFIED 15
VARIES 40
DISSATISFIED 15
TOTAL 90
ANALYSIS
From the above table it is clear that 20% of respondents are highly satisfied by the
service of TATA MOTORS, 15% of respondents are just satisfied, and sometimes
it varies to give proper service for the customers i,e,. 40% and 15% of the
respondents are dissatisfied by the service of TATA MOTORS.
5.17 GRAPH
67

BASED ON SERVICE IN TATA MOTORS.
Series 1
40
35
30
25
20
15
10
0
VERY SATISFIED SATISFIED VARIES DISSATISFIED
Series 1
INTERPRETATION
It is clear that Basic services usually include a visual inspection and oil and filter
change, the critical fluids in the engine such as anti-freeze, brake fluid, washer
fluid, and steering fluid so most of the respondents says it is varying a lot
whileproviding theservice.
5.18 TABLE
68

THE PROFILE OF THE RESPONDENTS BASED ON TEST
DRIVE.
YES 80
NO 10
TOTAL 90
ANALYSIS
From the above table it’s is clear that 80% of respondents experienced their test
drives in TATA MOTORS store and 10% haven’t got the chance to experience
the drive in TATA MOTOR Store.
5.18 GRAPH
69

BASED ON TEST DRIVE.
NO
YES
0 10 20 30 40 50 60 70 80 90
INTERPRETATION
It is clear that everyone who visit the store to check on the brand of that car will
experience the test drive before purchasing it .
5.19 TABLE
70

EXPERIENCE AT THE SHOWROOM
EXPERIENCE NO OF RESPONDENTS
EXCELLENT 10
GOOD 50
SATISFACTORY 20
POOR 10
TOTAL 90
ANALYSIS
From the above table it is clear that 50 % of respondents says it gives good
experience, 10 % of respondents experienced excellent, 20 % of respondents are
not satisfied in the showroom and 10% of respondents says it gives they
experienced poor behaviour in the showroom.
5.19 GRAPH
71

BASED ON EXPERIENCE AT THE SHOWROOM.
EXCELLENT GOOD SATISFACTORY POOR
INTERPRETATION
It is clear that most of the respondents say that the showroom experience is good
because their communication skills are quite good in the TATA MOTORS
showroom.
CHAPTER -6
72

FINDINGS AND SUGGESTIONS
6.1 FINDINGS
• TATA Motors observed that 35% of highest respondents are from age of 21-
35.
• Most of the customers that is 60% have heard of tata magic.
• The 40% of respondents like Maruthi Suzuki brand .
• It has been observed that 40 % respondents purchase car by its brand image.
• It has been observed that 50% of customers goes for white colour car because
it looks elegant .
• The 35% of customer purchase safari car at Tata motor store
• It has been observed that 30% of customer says it gives better Mileage.
• The 35% respondents are some what agree the efficiency of Tata Motors.
• It has been observed that 40% of customers says it varies while giving
service at Tata Motors
• The 80% of respondents says they have experienced by test drive at Tata
Motors.
• It has been observed that 50% respondents had good experience at showroom.
6.2 SUGGESTIONS
73

The overall sales satisfaction index from the study reveals that the company is
performing very well and Consumers are much satisfied with the service given to
them. The only couple problem noticed are:
• Some of the customers have complained about the slack in the delivery process
and timings. Therefore, this is the area which I recommend to the showroom to
focus a little bit more. It needs to improve its delivery process and time. Need to
become little quick and fast.
• Most of the customer has good opinion on the service provided in the showroom
before sale, on upgrading the interior of the showroom the rank of showroom may
raise to excellent level.
• Some of the customers have also complained about the after-purchase services
provided by the showroom. Even though the complaints are minor, the showroom
needs to resolve the customer after purchase service issues in order to achieve
customer satisfaction.
6.3 CONCLUSION
74

It can be concluded from the above interpretation that in central India, people
invariably know about the cloud computing technology and are using it in regular
basis. This knowledge is limited to individuals only, as in most of the
organizations this concept is still to be launched and practiced.
As far as awareness is concerned this research has shown that people are aware
about the technology and they are using it in other forms (such as saving their
important documents in their email account) but they don’t know it by the name of
cloud computing
. Most of the people want this service in their portable handheld devices like
smartphones and they would like to know more about this concept if training is
provided. Hence it can be concluded that people of central India are using this
service and are ready to accept this technology.
ANNEXURES
75

1. Age*
a)18-20 b)21-25 c)26-30 d)31-35
2. Gender*
a) Female b) Male
3. Have you heard about Tata Magic*

a) Yes b) No
4. If you want to purchase a new commercial vehicle, which brand will you
prefer*
a) ForceMotors b) MarutiSuzuki c) Tatamotors d) OTHER
5. Which factor you will consider in TATA MOTORS*

a) Brandimage b) Design c) Availability d) Good service
6.Do you have a TATA MOTORS vehicle*

a) Yes b) No
7.Are You visited TATA MOTOR Store*

a) Yesb) No
8.Which car would you choose in TATA MOTORS*

a) Tiago b) Nexon c) Altroz d) Safari
9. Are TATA cars good*

a) Yesb) No
10. Which colour would you choose mostly while buying car*
a) White b) Black
11. If you need to buy a new or another car, would you again choose for TATA*
a) Yes b) No
12. Would you recommend Tata motors to anybody else*

a) Yes b) No c) Can’t say
13. Most of the people indulge in this business overload*

a) Stronglydisagree b) Disagree c) Somewhatagree d) Strongly agree
76

14.Are you satisfied with your vehicle mileage? *
a) best b) Better c) Good d) Poor
15. You are satisfied with efficiency of TATA motors vehicle*

a) Stronglydisagree b) Disagree c) Somewhatagree d) Strongly agree
16. Are you satisfied with service provided by TATA MOTORS*
a) Verysatisfied b) Satisfied c) Varies d) Dissatisfied
17. What additional service you require from TATA motors*
18.What are all over opinion about TATA motors*
19. You offered test drive? *

a) Yes b) No
20.How do you feel the experience at the showroom? *

a) Excellent b) Good c) Satisfactory d) Poor
Please give your comments/suggestions to enable us to improve satisfaction of

customers at this TATA Motors authorized showroom TATAMOTORS
___________________________________
_______________________________________________________
________________________________________________________
THANK YOU FOR YOUR VALUABLE OPINIONS
BIBLIOGRAPHY
77

BOOKS:
Principles of marketing: KOTLER ARMSTRONG.
Marketing Management: PHILIP KOTLER. (Analysis, Planning Implementation
and Control)
Services Marketing: TATA Mc GRAW HILL.

Marketing Research: G.C. BERI.
Research Methodology: KOTHARI. C.R
WEBSITES:
www.tatamotors.com
www.finalyearprojects.com
www.tataorg.com
78

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A STUDY ON CONSUMER PERCEPTION OF TATA MOTORS

1.2 HISTORY OF MARKETING

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

1.3 MEANING OF MARKETING

1.4 DEFINITION OF MARKETING

1.5 SCOPE OF MARKETING

Physical goods constitute the major part of a country’s production and

As economies advance, a large proportion of their activity’s id focused on

Marketers promote events. Events can be trade shows, company

Marketers create experiences by offering a mix of both goods and services.

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

Due to a rise in testimonial advertising, celebrity marketing has become a

Cities, states, regions and countries compete to attract tourists. Today,

Organizations actively work to build image in the minds of their target

Information can be produced and marketed as a product. Educational

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

The marketing managers must study the demands of customers before

The marketing management’s first objective is to create demand through

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

The marketing department is the only department which generates revenue

To build up the public image of a firm over a period is another objective of

The marketing manager attempts to raise the goodwill of the business by

 INCREASE SALES MARKETING:

It is rigorous process of increasing the sale of products and services to

1.7 NATURE OF MARKETING

Originally, the team marketing is a human activity under which human

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

 ART AS WELL AS SCIENCE

All marketing activities revolve around commercial exchange process. The

 STARTS AND ENDS WITH CUSTOMERS

Marketing is consumer oriented and it is crucial to know what the actual

Marketing creates four components of utilities viz. Time, place, possession

 GUIDING ELEMENTS OF BUSINEES

 SYSTEM OF INTERACTING BUSINESS ACTIVITIES

Marketing is the system through which a business enterprise, institution or

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

• MARKETING IS A DYNAMIC PROCESS

Series of interrelated functions marketing is a complex, continuous and

1.8 ADVANTAGES OF MARKETING

• MARKETING WIDENS THE MARKET:

• MARKETING FACILITIES EXCHANGES IN THE OWNERSHIP

• MARKETING HELPS IN OPTIMAL UTILIZATION OF

 MARKETING ACCELERATES OTHER ACTIVITIES:

Because of marketing so many other activities such as banking, transport,

• MARKETING INCREASE THE NATIONAL INCOME:

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

• MARKETING RAISES THE STANDARD OF LIVING:

With the provision of more items of necessities, comforts and luxuries,

• MARKETING PROVIDES GAINFUL EMPLOYMENT

Marketing creates a climate for more production and services. It also

• MARKETING STABILIZES THE ECONOMICS CONDITIONS:

1.9 MEANING OF CONSUMER

A person who purchases goods & services for personal use.

1.10 MEANING OF CONSUMER PERCEPTION

In marketing, 'customer perception' refers to customers' awareness, their

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

1.11 DEFINITON OF CONSUMER PERCEPTION

Customer perception is a “Process during which an individual acquires knowledge

1.12 IMPORTANT ELEMENTS INVOLVED IN THE

The resultant behaviour is an outcome of the output. Based on one’s

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

1.13 STAGES OF CUSTOMER PERCEPTION

Interpretation is how a customer assigns meaning or some value to the