A Summer Internship Project Report

On

A Study on Consumer Buying Behavior towards - Tata Motors India

For The Partial Fulfillment Of The Requirement For The Award

Of

Master of Business Administration (MBA) Semester II, Class of 2023

Under The Guidance & Supervision Of:

PROF. XXXXXXX
Submitted By:
XXXXXXXX
Enrollment No.: XXXXXX
Amity Global Business School
Hyderabad

1
 DECLARATION (Sample)

I XXXXXXXXX, student of Amity Global Business School, Hyderabad hereby declare that the
Project Titled “XXXXXXXXXXXXXXXXXXXXXXXXXXXX” is the record of authentic
work done by me for submission of the Summer Internship Project as a partial fulfillment and
had not been submitted in any other university or Institute for the award of any other Degree. An
attempt has been made by me to provide all relevant and important details regarding the topic to
support the theoretical aspects and practical evidence related to the topic.

XXXXXXXX

Date: 27.05.2020
Place: Hyderabad

2
 ACKNOWLEDGEMENT ( Sample)

My heartfelt sincere thanks to XXXXXXX Director General, Amity Global Business School
Hyderabad, for giving me this opportunity for doing my project in “Customer Perception of
Solar as Primary Energy Resource in Residential sector”.

XXXXXXXXXXXXX has been very supportive and helped me to learn and complete the
project. My sincere thanks my Industry guide and company XXXXXXXXXXXXXXXXX.

My sincere and grateful thanks to my faculty guide XXXXXXXXX for guiding me throughout
my project. My sincere thanks to my family member who stood by me motivating me to
complete my project successfully.

3
 FACULTY GUIDE CERTIFICATE ( Sample)

This is to certify that XXXXXXXX, student of semester II class of MBA 2019-2021 has
completed the Summer Internship Project Titled “Customer Perception of Solar as Primary
Energy Resource in Residential sector” is a bonafide work and has worked under my guidance
sincerely for the partial fulfillment of Master of Business Administration for the year 2019 –
2021 to the best of my knowledge and wish him/her success for the future endeavors.

(Name & Sign of Faculty)

Date: 30.05.2020
Place: Hyderabad

4
 TABLE OF CONTENTS

SL No. Contents Page no.

Executive summary

CHAPTER - I
1
Introduction

CHAPTER - II
2
Review Of Literature

CHAPTER - III
3
Research Methodology

CHAPTER – IV
4
Data Analysis And Interpretation

CHAPTER – V
5
Findings
CHAPTER – VI
6 Recommendations
Conclusion
Annexure
Bibliography

5
 Executive Summery
The marketing is the main strength of any organization and this source contribute maximum to
the success of any organization. This study is conducted on one of the important functions in
marketing, that is, Consumers buying behavior towards TATA. The study signifies the
importance of Consumers buying behavior towards TATA in an organization. In the market it is
very essential to know the buying behavior of the consumer. Information on buyers behavior is
generally used to predict or diagnose buyers action in the markets. Prediction involves
anticipating what buyers will do at some future time. Probably the most common kind of buyer’s
behavior prediction is the sales forecast, which estimates purchase choice of buyer in the market.

Every organization should have or know the Consumers buying behavior made in the
perspectives of both the organization and as well as the employees to accomplish the objectives
and have a successful performance in order to achieve competitive advantage. The Indian
competition in the market is very volatile and the trend of the market is very much uncertain and
it is very difficult to take decision about particular scrip and the decision taken today is not valid
for tomorrow. Therefore, the research problem I selected is evaluation in the consumers buying
behavior based on Research Analysis and then I have gone for the analysis of the consumers
buying behavior with the help of Questionnaires data and then after complete study on the
project I have given the information in a much easier way through charts. The study is carried
with an objective to guide the customer and speculators based on the Research design and
Analysis. The project that is carried out by me, will definitely help the Marketer and Customer in
going according to the buying behavior in order to sustain the competition in the market.

6
 CHAPTER – I
INTROUCTION
The term consumer behavior is defined as the behavior that the consumers display in searching
for purchasing, using, evaluating and disposing of products and services that they expect will
satisfy their needs.
Observable activities chosen to maximize satisfaction through the attainment of economic goods
and services such as choice of retail outlet, preference for particular brands and so on.The buying
behaviors of final consumers are the individual and households who buy goods and services for
their personal consumption.
Consumers make many buying decisions every day. Most large companies research consumers
buying behavior decision in great detail to discover.

 What consumers buy?

 Where they buy?
 How much they buy?
 When they buy?
 And when they buy?

Marketers can study actual consumer purchase, but learning about the whys of consumers buying
behavior is not so easy – the answers are often locked deep within the consumer head.

The central question for marketers is: How do consumers respond to various marketing efforts
the company might use? The companies that really understand how consumers will respond to
different product feature, prices and advertising apples has a great advantage over its
competitors. The starting point is the stimulus – response model behavior. Marketing and stimuli
enter the consumer’s black box and produce certain responses. Marketers must figure out what is
in the buyer’s black box.

7
 Buying behavior differs greatly for a tube of toothpaste, a tennis racket, an expensive
camera and a new Four-wheeler. More complex decisions usually involve more buying
participants and more deliberation.

Complex consumers buying behavior in situation is characterized by high consumer involvement

in a purchase and significant perceived difference among brands.
Dissonance-reducing consumers buying behavior in situations is characterized by high
involvement but few perceived differences among brands.

Habitual consumers buying behavior in situations are characterized by low consumers

involvement and few significant perceived brand differences.

Variety-seeking consumers buying behavior in situation is characterized by low consumer

involvement but significant perceived brand differences.

Factors influencing the behavior of buyers.

Consumer behavior is affected by many uncontrollable factors. Just think, what
influences you before you buy a product or service? Your friends, your upbringing, your culture,
the media, a role model or influences from certain groups?

Culture is one factor that influences behavior. Simply culture is defined as our attitudes
and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a
child is influenced by their parents, brothers, sister and other family member who may teach
them what is wrong or right. They learn about their religion and culture, which helps them
develop these opinions, attitudes and beliefs (AIO) . These factors will influence their purchase
behavior however other factors like groups of friends, or people they look up to may influence
their choices of purchasing a particular product or service. Reference groups are particular
groups of people some people may look up towards to that have an impact on consumer
behavior. So they can be simply a band like the Spice Girls or your immediate family members.
Opinion leaders are those people that you look up to because your respect their views and
judgments and these views may influence consumer decisions. So it maybe a friend who works

8
with the IT trade who may influence your decision on what computer to buy. The economical
environment also has an impact on consumer behavior; do consumers have a secure job and a
regular income to spend on goods? Marketing and advertising obviously influence consumers in
trying to evoke them to purchase a particular product or service.

People’s social status will also impact their behavior. What is their role within society?
Are they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being parents
affects your buying habits depending on the age of the children, the type of job may mean you
need to purchase formal clothes; the income which is earned has an impact. The lifestyle of
someone who earns £250000 would clearly be different from someone who earns £25000. Also
characters have an influence on buying decision. Whether the person is extrovert (out going and
spends on entertainment) or introvert (keeps to themselves and purchases via online or mail
order) again has an impact on the types of purchases made.

9
NEED OF THE STUDY
 For academic purpose, as it is a part of the curriculum, in partial fulfillment of Master
degree in Business Administration, Jawaharlal Nehru Technological University.
 In this era of high competition and rapid changes, the Consumer buying behavior is
known to be one of the main factors to contribute for a successful performance and to
attain competitive advantage.
 The main purpose of the study is to gain practically knowledge on the role of Consumers
buying behavior in an organization.
 The purpose of the project is to study the importance of the Consumers buying behavior
in the organization.
 To study and analyze the various Consumers buying behavior in the organization.

10
SCOPE OF THE STUDY

 The area of the study has been confined to its topic – Consumers buying behavior.
 The study was made in the organization.
 The main scope of the study is limited to Hyderabad area.
 It also analysis the benefits accruing to the company as a result of those service.
 This study has been made to find the level of satisfaction the customer has regarding the
service provider by Car place.
 The study has sole reference from the customers of Concorde showroom.
 The study was for duration of 45 days.

11
OBJECTIVES OF THE STUDY

 To study the consumers satisfaction towards TATA Motors Cars & Concorde
 To study the importance of the Consumers buying behavior in the organization.
 To study and to analyze the various Consumer buying behavior in the organization.
 To know market position of TATA Cars in the market.
 To know consumer behavior for purchase of Four Wheeler car.
 To study the consumers satisfaction towards price of TATA.
 To study the consumers opinion of TATA.
 To analyze if Consumers buying behavior are reviewed and modified on timely basis.

12
 INDUSTRY PROFILE
India had its date with this wonderful vehicle first time in 1898. Then for the
next fifty years, cars were imported to satisfy domestic demand. Between 1910 and 20's
theautomobile industry made a humble beginning by setting up assembly plants in
Mumbai,Calcutta and Chennai. The import/assembly of vehicles grew consistently after the
1920's, crossing the 30,000 mark in 1930. In 1946, Premier Automobile Ltd (PAL) earned
thedistinction of manufacturing the first car in the country by assembling 'Dodge DeSoto'
and'Plymouth' cars at its Kurla plant. Hindustan Motors (HM), which started as a
manufacturer of auto components graduated to manufacture cars in 1949. Thanks to the Licence
Raj whichrestricted foreign competitors to enter the Indian car market, Indian roads were ruled
byAmbassador Car from Hindustan Motors and the Fiat from Premier Auto Ltd. for many of
theinitial years.In 1952, the GOI set up a tariff commission to devise regulations to develop
anindigenous automobile industry in the country. 

After the commission submitted itsrecommendations, the GOI asked assembly plants, which did 
not have plans to set upmanufacturing facilities, to shut operations. As a result General Motors,
Ford and other assemblers closed operations in the country. The year was 1954 and this decision
of thegovernment marked a turning point in the history of the Indian car industry. The GOI
alsohad a say in what type of vehicle each manufacturer should make. Therefore, each
productwas safely cocooned in its own segment with no fears of any impending competition.
Also,no new entrant was allowed even though they had plans of a full-fledged
manufacturing program. The restrictive set of policies was chiefly aimed at building an
indigenous autoindustry. However, the restrictions on foreign collaborations led to limitations
on import of technology through technical agreements.

13
 COMPANY PROFILE

Concorde Motors – A Brief History

 Commenced Business in 1997-98

 A Joint Venture between the TATA Group & Jardine International Motors with presence
in 9 cities across India
 Dealer for Tata Passenger Cars as well as Mercedes Benz
 Became 100% subsidiary of TML after Jardine exited the business in 2002
 Company exited West & North Regions, consolidating its presence in the three major
cities in south i.e., Bangalore, Chennai & Hyderabad

Concorde Motors-Today

 Concorde has succeeded in establishing a network standard that has been a benchmark
amongst all Automobile dealerships
 Caters to Sales, Service & Spare parts of Tata Cars
 14 show rooms, 12 workshops with a show room + workshop area in excess of 5 lakhs
sq.ft in 5 cities
 Corporate dealership-100% subsidiary of TML
 An ISO 9001:2008 company
 Turnover of 794 crore last fiscal, workforce of 1300 +
 Completed more than 10 years of successful operations –experience & expertise in
customer care-100000+ customers
 Began its journey towards excellence by submitting its first Tata Business Excellence
Model Application and underwent the TBEM Assessment in 2009
 CMIL has been consistently winning numerous awards from Tata Motors since its
inception
 The trend continued last fiscal with the company bagging the Top Awards

Concorde Motors - All India Awards 2009-2010

14
  JDP CSI External Survey: No.1 Dealer - Bangalore Business Unit
 Tata UV Sales : No.1 Dealer - Chennai Business Unit
 Accessories Sales : No.1 Dealer - Chennai Business Unit
 Overall Vehicle Sales :No.2 Dealer - Chennai Business Unit
 Tata Indica Sales : No.2 Dealer - Chennai Business Unit

Concorde Motors – What We Stand For

Concorde Motors - Vision Statement

To be the most admired auto retail company in the country, by delighting our customers. To be
the industry benchmark - in terms of customer satisfaction, business processes and performance
results, thereby adding value and prosperity to all our stakeholders.

Concorde Motors – Mission Statement

To consistently delight our customers and other stakeholders and build lasting relationships by
our business processes which are driven by motivated and empowered team of employees. To
create a seamless organization that encourages listening, learning, innovation and employee
growth in line with TATA core values.

Concorde Motors – Values

Customer Focus in all our processes & decisions. Integrity at all times, whenever & wherever we
operate. Disciplined team work. Agility to sustain leadership. Welcome to Concorde Motors - a
fully owned subsidiary of Tata Motors Ltd with state of the art infrastructure and an ISO
9001:2008 company!! Established in 1997, Concorde Motors India Ltd has completed more than
a decade of operations as a pioneer dealership.It has succeeded in setting a network standard that
has been a benchmark amongst all automobile dealerships. Concorde Motors employs 1300+
employees and had a turnover of 794 crores last fiscal year. Geographically located in 6 prime
locations - Hyderabad, Bangalore, Chennai, Cochin, Delhi & Mumbai, we at Concorde believe in
giving you the best in terms of Service Quality & Customer experience. With 14 showrooms &
12 workshops, we provide our valued customers a wide choice of cars ranging from a small car

15
to a Lifestyle vehicle in the TATA portfolio.We have commenced the "Tata Motors Assured"
used car business in the last fiscal year.

Making the right choice is crucial to buying a new car.Explore our website to help you with a
wise car buying decision! Right from selecting the car, taking a test drive and all related
information about making your choice for accessories, insurance, extended warranty, we will
guide you through the complete car buying process. Taking forward our relationship with our
customers, we extend the best after sales & service and we continually strive for customer
satisfaction. We also assist you in exchanging your old car at the best price and upgrading to a
new car. You may now ask for a test drive, get a quote for a car or do a booking for a service
schedule online and give us your valuable feedback on the same.

We wish you a wholesome car buying experience at Concorde Motors India Ltd!! Join our
family of 1 lakh plus customers!

Concorde Motors retails the entire range of TATA cars available in India. A vast selection of
models and variants are available to suit every taste and budget. Click on the category which
interests you to learn more about the latest TATA cars on offer

Concorde Motors is pleased to bring you Tata Motors Assured – the pre owned vehicle brand
from Tata Motors Ltd. Concorde Used Car Division will help you to :

 Buy Certified Pre-owned Tata cars

 Sell your existing car
 Exchange your existing car for a new Tata car

You can sell or exchange any brand of used car with Concorde Motors, subject to standard terms
& conditions. This facility is available at all the cities we operate in – Bangalore, Chennai,
Hyderabad, Cochin, Delhi and Mumbai.

Customer care

The Best Standard of Service

16
  State-of-the-art world class pneumatically automated workshops
 Qualified and trained Technicians, Service Advisors and Customer Relationships
Officers.
 Use of special tools and quality parameters for repairs.
 Best in industry labour charges.
 24 hours helpline and a breakdown help line vehicle.
 100% assurance of usage of genuine Tata Motors spare parts.
 Usage of specially blended lubricants and long lasting paints.

Other Services

 Comprehensive AC repairs conducted using modern AC charging machines.

 Comprehensive accidental repairs done by experts in Body and Paint shop Technology.
 Value Added Services - Car Care Treatments, Anti Rust Applications, 18 + 18 / 18 + 30
extended Warranty benefits, fuel additives, engine decarbonizing, etc.
 Service Packages - Gold club member ship, Annual Maintenance contract, Annual
Scheduled Service contract, Vehicle Health checkup plan, etc.
 Availability of "Value for Money" Reconditioned aggregates like engines, power
steering, AC compressors (Reconditioned by OEMs).

Awards
Winning awards & applause consistently for a job well done is an immense feeling. But, it raises
the bar of expectations of those around you constantly. And at Concorde, we realize it too well.
For us, excellence is not an end in itself but an ongoing journey which began a decade ago. It is a
means to customer satisfaction and long term growth. Winning awards & applause consistently
for a job well done is an immense feeling. Therefore, we continually strive to give a cherishable
and pleasant ownership experience of a Tata car to our customers.
Concorde Motors has been a consistent winner, bagging top honours at the annual dealer meet
conducted by Tata Motors. This is in addition to the awards given by our vendors and other
associates. A sample of the recent awards won by us is categorised year-wise below. Click on the
category to see all our awards.

17
 CHAPTER – II
REVIEW OF LITERATURE
E. Thangasamy & Dr. Gautam Patikar (2014):The consumers aim at attaining
optimum consumer surplus, be it durables or non- durables, while making such purchases to
satisfy their wants. For this reason, the marketers do continually rely on research studies about
the dynamic consumer behaviour to position their product planning and development strategies
to meet the requirements efficiently. This complex consumer buying behaviour does, therefore,
necessitate a critical investigation by the researchers in every nook and corner of the world. In
this paper researcher has study about buying behavior of consumer, the behavior of consumer not
same for any locality. The Behavior of consumer are depend on their income, standard of living,
size of family there are factors influence of consumer buying behavior.

Rakesh Kumar (December 2013):The term consumer behaviour is defined as the

behaviour that consumer display in searching for, purchasing, using, evaluating and disposing of
product, services and ideas that they expect will satisfy their needs. Consumer behaviour is the
process whereby, individuals decide whether, what, when, where, how, and from whom to
purchase goods and services. Due to the increase in income level and easy finance being
provided by all the financial institutes, the four wheelers sales have been significantly increased.
This paper we analysis the buying behavior of consumer towards four wheelers Industries. And
how the consumer has preferences specific brand, quality products, good services and so on.

D. ARTHI & K. MALAR MATHI (Oct 2013):Customer playing the three distinct roles
of user, payer and buyer differ in their intention towards buying a product, some purchase for
need, while some purchase for the want of status, status seeking consumers are those who give
much importance to the non functional attributes of the product such as beauty, attractiveness,
brand, social comparison, prestige etc than the functional attribute. Car a common means of
transport is bought by people not only for the transportation purpose, it is also bought for
comfort, convenience, fun, prestige/status. The research paper has indicate consumer has buy
four wheelers for increasing the income and to show their status.

Ratan Binodini Amiya Priyadarsini (May 2013):As India’s economy continues to

grow at a rapid pace, the automobile industry will be a key beneficiary. This is widely true across
18
automotive markets—from those serving customers with four-wheelers to those offering
commercial vehicles. The main factors behind such growth are the increasing affluence of the
average consumer, overall GDP growth, the arrival of ultra-low-cost cars, and the increasing
maturity of Indian original equipment manufacturers (OEMs). However, India’s path to mass
motorization will be very different from that of developed countries; it must first develop the
new technologies, business models, and government policies that will pave the way to increased
automobile penetration. The automotive sector is one of the core industries of the Indian
economy, whose prospect is reflective of the economic resilience of the country. This research
paper are give the information for how the automobile sector has grown up in this city due to
increasing the GDP rate in the city.

Dr. H. S. Adithya (Jan 2013):Automobile Industry is one of the fastest growing sectors
in our country. Cars were once considered as a luxury and now it has become a necessity. They
have become a part and parcel of today’s life and most of the car manufacturers target the middle
class segment to a great extent. The introduction of small cars is a classic example for this.
Today’s consumer has plenty of options available to him. We are in a consumers market where
the marketers do not merely satisfy a need but try to achieve consumer delight. The decision to
purchase a car is not a one man decision. The purchase is normally influenced by many including
their own perceptions and behaviour.The author has clearly define in this paper perception of
consumer towards car owner and their behavior of purchasing decision. Every consumer decision
different so they analysis then give the opinion.

Prof. Elizabeth Chacko, Ms. Punnya Selvaraj (2014):The Automobile Industry is

growing and if compared the sales and production of four wheelers is more. Also if we compare
the four wheeler models like car which can be driven by females were least in market because
the market was male dominant. But now there is drastic change. Earlier car which can be driven
by female was only Maruti 800, all other like Tata Sumo, Bolero, Ambassador etc. In this new
era we can see segment for small four wheeler car quite large. This research paper has most
innovative, author are analysis only female consumer Pattern and how they driving new car and
also the purchasing pattern of their brand, Services, quality, mileage etc

Prof. Madhavi Dhole, (June 2013):The automobile sector is a key player in the global
and Indian economy. Indian automobile industry embarked on a new journey in 1991 with de

19
licensing of the sector and subsequent opening up for 100 percent FDI through automatic route.
In India, the automobile industry provides direct employment to about 5 lakh persons. In this
paper the author has given information about the history of automobile sector and they also
inform how the Indian market are developing & increasing by financial way so the consumer
purchasing power has increasing.

K.P Najeemudeen and Dr. N. Panchanatham (December 2014): India’s automobile

industry is one of the key drivers that boost the economic growth of the country. Spurred by
rapid economic growth, personal vehicle ownership in India is increasing at a fast pace. The
relative popularity of the various vehicle segments by size and price are also undergoing marked
changes. A fast-paced shift towards private motorized transport is a substantial change,
especially in a country where motorized and non- motorized informal transport serves the
majority of the trips, along with public transport in bigger cities. The research paper has giving
knowledge about the automobile sector and how it was small and not that much develop and now
its to much growth and also getting perpetual succession.

Vikram Shende (February 2014): The automobile industry today is the most lucrative
industry. Due to increase in disposable income in both rural and urban sector and availability of
easy finance are the main drivers of high volume car segments. Further competition is heating up
with host of new players coming in and global brands like Porsche, Bentley, and Ferrari all set to
venture in Indian market. All segments in Indian Car industry were studied and found that buyer
has different priority of behaviors in each segment, where as main driver for car purchase is
disposable income. Now a days competition has to much increasing due to this every company
will try to capture the market and develop their business, similarly four wheelers sectors are
increasing due to easy finance available, different-different attractive scheme has came so
consumer can easy affordable the four wheelers.

M.C. VIJAYAKANTH URS, A N SANTOSH KUMAR, A.N. HARI RAO (May,

2013) Automobile Industry has played a major role in the Indian economy during the last decade.
With the Indian market opening its wings to MNC‘s, the competition has become severe in terms
of product quality and service. This has brought forward the focus on customer satisfaction
especially at the dealer level. Companies now are becoming more responsive, they offer a better
product and keep improving it through Total Quality Management technique. Dealers are core

20
part of this they are not just sale the four wheelers to the customer but also providing after sale
services. When the dealers are giving good services or quality for any product then consumer are
satisfy. Consumer are important part of market with them not any product will sale in market.

M.C. Vijayakanth Urs, A N Santosh Kumar, A.N. Hari Rao (OCT 13) Customer
satisfaction is the key to business servers. According to a study Customer in India are more
concerned with the service that are performed at timely manner with the affordable cost The
Dealer in India must be responsive to all the needs of their customer; simply providing a good
product at a good price is no longer enough. satisfied customer’s form the foundation of any
successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive
word of mouth. Customer are satisfy only they get good or positive services from the dealers. It
is good enough to the dealers when they maintain proper quality so customer can attract.

Dr. M. Prasanna Mohan Raj, (January 2013): The heterogeneous behaviour of

consumers towards the choice of various brands in a particular segment can be explained by the
influence of various factors underlying their decisions and its brand equity. The objective of this
study is the identification and study of factors influencing customers’ brand preferences of the
economy segment SUV’s and MUV’s as well as brand equity as a function of product choice.
This paper has indicate how the customer are prefer the particulars brand for example there are
people select specific brand in four wheelers like Maruti or TATA, so people are purchase car
which they really like. Brand factors are core part for customer point of view.

Gupta Bhuwan, Agarwal Nisha (2013): The Indian Automobile Industry has got a
incredible market potential. With the growth of population and change in their pattern of life
style as a result of urbanization, there has been a rapid increase in demand for Indian
automobiles. The purpose of this chapter is to survey the growth of Automobile Industry in India
and their role in economic development and to bring out the profile of the study area. In recent
days India is witnessing a change in consumerism. The market is now mainly consumer driver.
The focus is shifting for product based marketing to need based marketing. Consumer is given
many options to make a decision. Passenger car segment is no omission to this general trend. In
this paper the author has indicate costumer preferences to their car and how they behave for
taking decision to purchases car.

21
 Dr.G.Syamala, Vinayak Ghosh (DEC2012):The automotive industry in India is one of
the largest in the world; it is one of the fastest growing industries globally. Its passenger car and
commercial vehicle segment is the sixth largest in the world. Indian small car market is
increasing by leaps and bounds. The in digamous market for small cars now occupies as
substantial share of around70% of the ban null car production in India which is about one
million. Almost all automobile in India are competing with each other in terms of design,
innovation, pricing and technology. The following paper is an attempt to study the satisfaction
level of customers who own small car. The research covers the areas of Aundh, Pashan, Baner in
Pune, Maharashtra. The author has informed in this paper about the small car and consumer
satisfaction regarding this for example Maruti alto, maruti 800, Chevrolet Beat. The small car
buy only the small family, they are satisfy to purchase small car with good mileage and services.

Dr. K. Ravichandran (December):This paper has made a scientific approach to identify

the key factors that influence the consumers (1) while selecting the appropriate four wheelers
especially cars by considering the parameters such as mileage, maintenance cost, brake failure,
comfort and brand which are obscure and imprecise in nature. With regards to the selection of
four wheelers like cars, the consumers are in dilemma to identify and select an appropriate
model. The survey has been conducted in an automobile industry by analyzing the customer’s
preferences in buying a car. Whenever any consumer buy four wheelers they should identify
which company has providing good quality, services, mileages and most important after sale
services so consumer can buy without any hesitation.

Nikhil Monga (February 2012):The concept of “buying behavior” is of prime

importance in marketing and has evolved over the years. It is important to understand consumer
buying behavior as it plays a vital role in crating an impact on purchase of products. The human
wants are unlimited and always expect more and more. Car Models are no exception to this
behavior. This lead to constant modifications of Car Models & its features and today we see a
new model coming into the market practically every quarter. The market is a very important
place to study the behavior of consumers and also provide useful insights what a consumer
requires in a product. It is only through research that a company will be able to study the buying
behavior of consumers. The four wheelers sectors has launch any car before they launch they

22
analysis the market, locality, income level of particulars group or family for example TATA
Nano has capture middle class people and they get good response and also increasing sales.

NATARAJ S; DR. N.NAGARAJA (June 2012): Online bookings and online purchase
are the current wave in Indian car industry. Internet is gradually hitting the core of every industry
including the car industry. It creates a greater awareness of the vehicle and influences the buyer
to purchase. Internet is believed to have a greater impact on the sales process and will definitely
give higher level of sales satisfaction. In this paper has giving the information about online
purchase or booking four wheelers, due to rising the competition company has develop their
strategy to sell the car for example now a days most popular website is CarDekho.com and
CarTrade.com both of this getting nice response from customer and customer will satisfy.

Minwir Al-Shammari (November 2014) In today's high competitive global market, the
importance of the service sector has sharply increased in both the developing and already
developed countries. Service providers are primarily focused on delivering superior service
quality to achieve high levels of customer satisfaction and loyalty. This research paper has the
author has study or examine the quality providing by automobile company and whether the
consumer are really satisfy with this services. To develop the reputation in the business market
every company have to do the good services and maintain the quality.

CUSTOMERS PERCEPTION TOWARDS TATA NANO CAR IN

COIMBATORE. (May, 2014) The Indian automobile industry is the tenth largest in the world
with an annual production of two million units. Indian Auto Industry promises to become the
major automotive industry in the upcoming years and the industry experts are hopeful that it will
touch ten million units mark. Tata Motors dominates over 60% of the Indian commercial vehicle
market. Tata motors are the largest medium and heavy commercial vehicle manufacturers in
India. This research paper has purely base on only one four wheelers that is TATA NANO. This
car is more comfort to suitable for small family even price are also reasonable so consumer can
easily affordable. Verities of colors and effective advertising display by company so customer
are attract more.

23
Consumers’ Perceived Quality, Perceived Value and Perceived Risk Towards Purchase
Decision on Automobile. 2011: As the level of competition keep on increasing in Malaysia
automobile market, it is essential for every automobile producer companies to understand
customer insight in order to further increase their share of wallet. Thus, they need to understand
what factors might influence their customers’ decision in purchasing an automobile. Due to
raising the competition in the market every company has to do something new or innovative so
people can buy quickly. If we talking about the quality Honda name has came in our mouth. It is
not that much costly but people can buy for showing their status.

Third edition Michael Solomon,Gary Bamossy Consumer Behaviour. The field of

consumer behaviour covers a lot of ground: it is the study of the processes involved when
individuals or groups select, purchase, use or dispose of products, services, ideas or experiences
to satisfy needs and desires. In its early stages of development, the field was often referred to as
buyer behaviour, reflecting an emphasis on the interaction between consumers and producers at
the time of purchase. Consumer response may often be the ultimate test of whether or not a
marketing strategy will succeed. In its early stages of development, the field was often referred
to as buyer behavior, reflecting an emphasis on the interaction between consumers and
producers at the time of purchase. Every consumer decision, purchase behavior, buying power
are different its not analysis for quickly. In this book the author has given details how the
consumer behavior changes for there lifestyle, culture, income level etc. some time consumer
behavior or their decision are unique in nature.

Dr. khaled ibn Abdul-raheman Al-jeraisy : As a consumer behavior defined as the

activity of the consumer engages in when looking for a goods and a services to satisfy his need
or want and when evaluating, obtaining, using. In addition to related decision making processes.
When any consumer has to take decision to buy the product he should analysis or getting
information for particulars product then he will purchase to take decision. After the purchasing
the product and using this consumer are satisfy. For example when the consumer are take
decision to buy four wheelers they he will get information for other people about this car and
then he purchase. Some time company has giving the test Drive also if customer like than they
buy otherwise they move to buy other four wheelers.

24
 Inamullah khan (March 2012): The results show that customer satisfaction has
significant while customer behavior has impact on customer loyalty. The implications of the
study are that a company should better manage their relationships with the customers as a
competitive policy in four wheelers market place. The crucial part of this when the company has
providing better services and also the good quality the consumer can trust blindly for this
company and company has to fulfill the all requirement which consumer wants. It is significant
important to analyze it in the context of customer behavior and customer satisfaction, these two
variables are of immense important to analyze the customer loyalty. Firms can maximize level of
profitability by providing safe and sound products and services to their loyal customers. With
this the company has not just giving good product but they provide after sales service to the
customer.

Dacia-Group Renault -focus to customers’ satisfaction:The decisions of a company

with global vision is oriented mainly on product markets rather than on the domestic market.
Since 2000 we witness companies focus on knowing how to conquer a market (marketing know-
how), to the will to choose strategic alternatives, sustained by the will to act according to a
strategy anchored to the changes in the company’s marketing environment. Thus, now the
company becomes a producer of product proposals offered to the market, the consumer produces
satisfaction, the distribution produces exchanges, and the environments are producing beliefs.
The best example of this long time ago Mahindra & Renault are merger but now a days when the
Renault has launch their individual four wheelers i..e Renault Duster in Mumbai area it is good
responses for this car, even with attractive colors consumer are not just satisfy but also delight.
Renault are capture the market very quickly and they not just launch on four wheelers they are
try to doing something innovative so consumer car attracting more for this company.

K. J. Vinodini (Jan-Mar 2014): The Automobile Sector plays a very important role in
the economy, where they manufacture millions of wheelers and sell it year by year. This sector is
the fastest growing sector where it holds the ‘n’ number of customers for buying their vehicles.
The wants are unlimited in nature; though a person belongs to a middle class family his desire in
buying a four wheeler can‘t be predicted. People may belong to rural or urban area but they want
to change their lifestyle at least by consuming a car. The four wheeler market is getting expanded
day by day with new innovations. As we all know due to increasing the population, competition

25
also increasing day by day, year by year. Every new company has enter in the market specially in
four wheelers sector.

Paul Greenberg CRM at the speed of light, Third Edition: In the business market
selling a product like four wheelers or any luxury car is not that much easy task for sales persons.
When he talk to the consumer for the car feature, whether the customer agree with him and
whatever he said about the product. In whole process of marketing if businessman really want to
do the satisfy the customer then Customer Relationship has crucial part of marketing process. To
make a good relationship with the customer, businessman or Dealers has give special offers,
Discount, Schemes, to providing easy finance when the customer buy four wheelers. When the
term CRM is use in business process, we are typically talking about a set of possible interaction
that lead to a result from a customers. This is governed by business rules that are set by the
company.

Philip Kotler, Marketing Management: analysis, planning, implementation, and

control. 9th edition . The aim of four wheelers industries has to satisfy target customers needs &
their wants. To identify or analysis consumer market and consumer behavior is not that much
easy task. The four wheelers sectors has introduce any product they looking first or analysis the
individual, family, group, high class people as well as low class people. With that or after the
analysis whole market they launch product. For example in six to seven year ago luxury car like
BMW, Mercedes are not that much popular in Mumbai area, as income level are increasing for
people they are starting to launch in Mumbai are now they are running well in this area. Due to
increasing the technology four wheelers market has try to do every time innovative, creative. For
that second example in four wheelers more comfort in that TV facility, Google map, automatic
lock system etc.

Consumer Behavior sixth edition by Leon G. schiffman and Leslie Lazar kanuk: To
run successful business in the business Market, business man has to focusing on competitors and
also the customer satisfaction. As specially in four wheelers industries making innovative ideas
that have been developing world class four wheelers in the market. Due to changing pattern
lifestyle needs wants to the consumer. Whenever four wheelers industry has making the product
it aim to helping the safety of every individual customer. When the four wheelers sectors build
up any product they take care and protect the consumers its creating good image in customers

26
mind. The luxuries example in that Jaguar, Range Rover, Land Rover this four wheelers are
highly costly in the market but there are consumer for showing their status they can buy this. In
Mumbai area this kind of four wheelers are hardly buying for few consumer either top
industrialist or Politician.

Consumer Behavior Buying, Having, and being: sixth edition by Michael R.

Solomon Consumer satisfaction is determine by the person’s overall feeling toward the product
after purchase. There are many factors influencing preference of product quality, including price,
brand name, and product performance. Satisfaction is often determining by the degree to which a
product’s performance is consistent with the consumer’s prior expectations of how well it will
function. Consumer satisfaction is determining by overall feelings, or attitude, a person has about
a product after has been purchasing consumer engage in a constant process of evaluating the
things they buy as they integrate these products into their daily consumption activity.

Consumer Behavior ninth edition by Leon G. Schiffman, Leslie Lazar Kanuk: It is

important to understand how consumer attitudes vary from situation to situation. For instance, it
is useful to know whether consumer preferences for various brand of like Maruti, Mahindra,
Renault, Mitsubishi etc. first identify consumer needs and then develop product & services to
satisfy those needs. Consumer research also is used to better understanding consumption
behavior. Many of these applications of consumer research are managerial in perspective, they
are designed to helps a market make specific marketing decision concerning product, price,
promotion, and distribution. It also able the marketer to build consumer meaning into the product
or services by discovering which attributes are most important to the target market and
integrating them into the product or services design.

27
 CHAPTER – III
RESEARCH METHODOLOGY

RESEARCH METHOLOGY:
The study is descriptive in nature, as it deals with employees for better analysis of the facts.

RESEARCH DESIGN:
The focus on the study was to obtain information to find out the effects of Consumer buying
behavior towards TATA in the organization.
 Plan
 Analyze the Consumer buying behavior
 Prepare questionnaire
 Analyze the data gather preliminary data.
 Collected
 Prepare the report

RESEARCH INSTRUMENT:
The survey method used to collect the relevant data for the assessment is the questionnaire
method.

RESEACH COLLECTION:
The data collection involves primary and secondary data for the study of Consumers buying
behavior.

A) PRIMARY DATA AND SECONDARY DATA

PRIMARY DATA:
The primary data was collected through questionnaire survey. Data is gathered by distributing
the questionnaires to the customers of the company.

28
The questionnaire is prepared to gather the information pertaining to gather information on the
Consumers buying behavior.

Questionnaire:
The questionnaire contains 20 questions covering the aspects of Consumers buying behavior
towards TATA of the organization.
The type of questions used was Open-ended type and Dichotomous type and Multiple-choice
type.
The employees were given a three days time to allow the respondents to have time to think and
the respondent was assured of anonymity so that they can feel free to give their desired response.

SECONDARY DATA:
The secondary data was collected from the organization.
Most of the data was collected from
- Magazines
- Newspapers’
- References
- Books

B) SAMPLE SELECTION AND SAMPLE SIZE

SAMPLE SELECTION:
The population of the study consists of customers of TATA showroom.
The population includes
- Businessman
- Servicemen
- Students
- Employees.

SAMPLE SIZE:
The sample size taken for the study included 100 customers from TATA showroom with
duration of 45 days.

29
The accuracy of the analysis and conclusion entirely depends upon the reliability of the
information provided by the customers.

30
 CHAPTER – IV
DATA ANALSIS AND INTERPRETATION

AGE
Factors Respondents
18-20 yrs 8
21-25 yrs 38
26-30 yrs 24
31-35 yrs 12
36-40 yrs 8
Above 40 yrs 10

Factors
40

35

30

25
Respondents
20

15

10

0
18-20 yrs 21-25 yrs 26-30 yrs 31-35 yrs 36-40 yrs Above 40 yrs

INTERPRTATION:
From the above graph it is analyzed as follows;
 8 customers falling under the group of 18-20 years.
 38 customers falling under the group of 21-25years.
 24customers falling under the group of 26-30years.
 12 customers falling under the group of 31-35years.
 8 customers falling under the group of 36-40years.
 10 customers falling under the group of above 40 years.

31
It is observed from the graph that majority of the customers fall under the age group of 21-25
years.

What is your Occupation?

Factors No of Respondents
Servicemen 4
Businessman 16
Student 24
Employee 56

Factors
60

50

40
No of Respondents
30

20

10

0
Servicemen Businessman Student Employee

INTERPRTATION:
From the above graph it is analyzed as follows;
 56 customers’ works as Employee.
 24 customers are students.
 16 customers are Businessmen.
 4 customers are Servicemen.

32
What is your monthly income?
Income No of Respondents
5,000 - 10,000 18
10,001 - 15,000 12
15,001 - 20,000 20
Above 20,000 26

Factors
30

25

20
No of Respondents
15

10

0
5,000 - 10,000 10,001 - 15,000 15,001 - 20,000 Above 20,000

INTERPRTATION:
From the above graph it is analyzed as followed,
 18 customers fall under the category of 5,000 – 10,000.
 12 customers fall under the category of 10,001 – 15,000
 20 customers fall under the category of 15,001 – 20,000.
 26 customers fall under the category of above 20,000.

If you opt a Car from TATA, what type of Car would you go for?
33
 Factors No of Respondents
Indica 48
Safari 20
Manza 10
Nano 22

Cars
60

50

40
No of Respondents
30

20

10

0
Indica Safari Manza Nano

INTERPRTATION:

From the above graph it is analyzed as followed,

 48 customers prefer Indica.
 20 customers prefer Safari.
 10 customers prefer Manza.
 22 customers prefer Nano.

What sort of a Car were you looking for?

34
 Factors No of Respondents
Fuel Efficient 61
High Pickup 5
Trendy 14
Cost Efficient 20

Factors
70

60

50

40 No of Respondents

30

20

10

0
Fuel Efficient High Pickup Trendy Cost Efficient

INTERPRTATION:
From the above graph it is analyzed as followed:

 61 customers have opted for fuel efficient.

 5 customers have opted for high pick up.

 14 customers have opted for Trendy.

 20 customers have opted for Cost efficient.

 It is been clearly observed that most of the customers preferred for Fuel Efficient.

35
 Do you own a Car?

Factors No of Respondents
Yes 98
No 2

Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:

From the above graph it is analyzed as followed:

 98 customers own a Car.
 Only 2 customers do not own a Car.

36
 What lead you to opt for a TATA Car?

Factors No of Respondents
Family 30
Media 14
Friends 50
Others 6

Factors
60

50

40
No of Respondents
30

20

10

0
Family Media Friends Others

INTERPRTATION:
From the above graph it is analyzed as followed:
 30 customers have taken the opinion from their family before purchasing the Car.
 14 customers are influenced from media for the purchase of the Car.
 50 customers have taken the opinion from their friends, before purchasing the Car.
 6 customers were not influenced with the options provided before the purchase of the
Car.
 It is clearly seen that majority of the customers have taken the opinion from their friends
in regard to the purchase of the Car.

37
 What Car did you opt in TATA?
Factors No of Respondents
Nano 4
Safari 14
Indigo 10
Indica 38
Sumo 8
Manza 2
Indica ev2 14
Xenon 2
Sumo gold 4
Safari storme 4

Factors
40

35

30

25
No of Respondents
20

15

10

0
Nano Safari Indigo Indica Sumo Manza Indica Xenon Sumo Safari
ev2 gold storme

INTERPRTATION:
From the above graph it is analyzed that two customers are having Nano; fourteen customers are
having Safari; ten customers are having Indigo; thirty-eight customers are having indica; eight
customers are having Sumo; two customers are having Manza; fourteen customers are having
Indica ev2; two customers are having Xenon; Four customers are having Sumo gold; four
customers are having Safari Storme.

38
 Rank your Car in the following category (based on the above question)

Factors No of Respondents
1st 89
2nd 7
3rd 4

Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0
1st 2nd 3rd

INTERPRTATION:

From the above graph it is analyzed that as follows:

 89 customers have given first rank to their Car.
 7 customers have given second rank to their Car.
 4 customers have ranked third.
 It is observed that 89 customers are satisfied with their Car.

39
 What is the best feature of your Car?

Factors No of Respondents
Mileage 62
Trendy 20
Resale value 12
Comfortable 6

Factors
70

60

50

40 No of Respondents

30

20

10

0
Mileage Trendy Resale value Comfortable

INTERPRTATION:
From the above graph it is analyzed that as follows:

 62 customers have told that Mileage is the best feature of their Car.

 20 customers have told that Trendy is the best feature of their Car.

 12 customers have told that Resale value is the best feature of their Car.

 6 customers have told that Comfortable is the best feature of their Car.
 It is seen that 62 customers have given the option for Mileage as the best feature of their
Car.

40
What still more do you want to improve in your Car?
Factors No of Respondents
High pickup 48
Trendy 14
Mileage 34
Durability 4

Factors
60

50

40
No of Respondents
30

20

10

0
High pickup Trendy Mileage Durability

INTERPRTATION:
From the above graph it is analyzed that as follows:

 48 customers wanted improvement in the Pickup.

 14 customers wanted improvement in the trendy looks of the Car.

 34 customers want improve with the Mileage.

 4 customers wanted improvements with the Durability of the Car.

It is that majority of the customers wanted improvement in regard to the Mileage.

41
 Rank your show room in the following categories.
A) Vehicle Availability

Factors No of Respondents
1st 88
2nd 8
3rd 2
4th 2

Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0
1st 2nd 3rd 4th

INTERPRTATION:
From the above graph it is analyzed that as follows;
 88 customers have give 1st rank for the vehicle availability.
 8 customers have give 2nd rank for the vehicle availability.
42
  2 customers have give 3rdrank for the vehicle availability.
 2 customers have give 4th rank for the vehicle availability.
 It is seen that 88 customers are satisfied with the availability of the vehicle on time.

B) Infrastructure:
Factors No of Respondents
1st 86
2nd 6
3rd 8

Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0
1st 2nd 3rd

INTERPRTATION:
From the above graph it is analyzed that as follows;
 86 customers have give 1st rank for the Infrastructure.
 6 customers have give 2nd rank for the Infrastructure.

 8 customers have give 3rdrank for the Infrastructure

 It is seen that 86 customers are satisfied with the availability of the Infrastructure.

43
c) Service:
Factors No of Respondents
1st 86
2nd 10
3rd 4

Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0
1st 2nd 3rd

INTERPRTATION:
From the above graph it is analyzed that as follows;
 86 customers have give 1st rank for the Service.
 10 customers have give 2nd rank for the Service.
 4 customers have give 3rdrank for the Service.

44
  It is seen that 86 customers are satisfied with the availability of the Service.

What trait made TATA edges over other Cars?

Factors No of Respondents
High Performance 23
Fuel Efficiency 42
High resale value 33
Low Maintenance 2

Factors
45

40

35

30

25 No of Respondents

20

15

10

0
High Performance Fuel Efficiency High resale value Low Maintenance

INTERPRTATION:
From the above graph it is analyzed that as follows;

 23 customers has opted for High performance.

 42 customers opted for Fuel efficiency.

45
  33 customers opted for High resale value.

 2 customers opted for Low maintains.

What more services you require from Concorde Motors.

Factors No of Respondents
Infrastructure 27
Schemes 22
More of loan availability 51

Factors
60

50

40
No of Respondents
30

20

10

0
Infrastructure Schemes More of loan availability

INTERPRTATION:
From the above graph it is analyzed that as follows;

 It is seen that 27 customers wanted more service in regard to the Infrastructure.

 It is seen that 22 customers wanted more service in regard to the Schemes.

46
  It is seen that 51 customers wanted more service in regard to the More of loan
availability.

Is Concorde Motors available to your connivance?

Factors No of Respondents
Yes 98
No 2

Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed that as follows;

 98 customers agree that Concorde Motors is to their connivance.

47
  2 customers agree that Concorde Motors is to their connivance.

 It is seen that 98 customers agree that Concorde Motors to their connivance.

How was your experience with TATA Service center?

Factors No of Respondents
Excellent 56
Good 34
Satisfactory 10
Bad 0

Factors
60

50

40
No of Respondents
30

20

10

0
Excellent Good Satisfactory Bad

INTERPRTATION:
From the above graph it is analyzed that as follows;

48
  56 customers found their experience to be Excellent with the service center.

 34 customers found their experience to be Good with the service center.

 10 customers found their experience to be Satisfactory with the service center.

 None of the customers had a bad experience with the service center.

How are the services provided by TATA Service center?

Factors No of Respondents
Excellent 56
Good 34
Satisfactory 10
Bad 0

Factors
60

50

40
No of Respondents
30

20

10

0
Excellent Good Satisfactory Bad

INTERPRTATION:
From the above graph it is analyzed that as follows;

49
  56 customers found the service to be Excellent .

 34 customers found the service to be Good.

 10 customers found the service to be Satisfactory.

 None of the customers found the services provided to be bad.

Are you satisfied, with the services provided by the Concorde Motors?

Factors No of Respondents
Yes 100
No 0

Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed that as follows;

50
 All the customers are satisfied with the services provided with Concorde Motors.

Would you recommend your Car to your family friends, etc?

Factors No of Respondents
Yes 100
No 0

Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed that as follows;

51
 All the customers would recommend their Car to their family and friends.

Would you recommend TATA Car or Maruti Car to your friends/family?

Factors No of Respondents
Tata 100
Maruti 0

Factors
120

100

80
No of Respondents
60

40

20

0
Tata Maruti

INTERPRTATION:
From the above graph it is analyzed that as follows;

52
 All the customers would recommend TATA to their family and friends.

Where do you rank TATA, among all motors Car companies in India?

Factors No of Respondents
1st 94
2nd 6
3rd 0
4th 0

Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0
1st 2nd 3rd 4th

INTERPRTATION:
53
From the above graph it is analyzed that as follows;

 98 customers have given first place to TATA.

 6 customers have given second place to TATA.

CHAPTER – V
FINDINGS:
Basing on the data gathered from the customers, which was analyzed, the Following
observations are made.
➢ Concorde Motors is providing quality products to the customers.
➢ By finding TATA Car as a family vehicle, majority of the customers preferred it.
➢ TATA has an ability to give total value to the customers.
➢ Majority of the customers are really satisfied with the TATA price. TATA is very
reasonable when compared to the other Four-wheeler vehicles.
➢ Most of the customers are really satisfied with TATA.
➢ Now a day’s family members are playing a major role in buying pattern and especially
youngsters are playing a vital role in deciding the color of the Four-wheeler vehicles.
Apart from that, majority of the customers are taking their own decision in buying TATA
Car
➢ Most of the customers are attracted to purchase TATA Cars through the TV
advertisements. Also print media like magazines and newspapers played a major role in
the sale of TATA.
➢ 79% customers have gone through the finance. Now it could be a great opportunity for
those banks, which are providing auto finance to the customers.
➢ Large amount of customers believe that TV advertisements are really helpful in
decision making. But some customers thought that, TV advertisement is not so much
helpful in decision making.
➢ Almost 86% customers are satisfied with the after sale services.

54
 ➢ The spare parts of the TATA are easily available in the market.
➢ Customers are really satisfied with and TATA the majority of the customers would
suggest to their friends or family members to buy TATA in future.

RECOMMENDATIONS
After analyzing the findings, the following suggestions have been prepared. Great care has been
taken in making these suggestions for improvement of customer satisfaction:

➢ A constant urge to upgrade and keep pace with the changing times gives organization
the competitive advantages or cutting edge over the competition.
➢ The service centre must be ready with all type of spare parts all over the time.
➢ Improve the cooling system in base model.
➢ The after sale service has to be improved and make availability at service centres even
in rural areas so as to face the competition existing in the SUV segments.
➢ Introduce new multicolor graphics, which would be attracting more people, especially
youngsters.
➢ There is very less advertising for. The advertising has to be done repeatedly so that the
brand awareness could be maintained and new customers are attracted, which helps in
improving the market share.
➢ Introduce low installments and low down payment schemes to attract more people.
➢ Satisfied existing customers by giving more values and attractive offers.
➢ Company has to contact the customers more and more frequently.
➢ There is a heavy demand for TATA in the market, so the supply has to be improved to
meet the demand of the customers.
➢ Inspect the servicing centre continuously so that they try to follow rules and
regulations strictly, and will serve the vehicle on time.
➢ Try to maintain reasonable price of the TATA, as this is the key factor in customer
buying decision.

55
 ➢ All the vehicles of TATA must be available at the each and every showroom.
➢ Company must try to tap the rural areas with the help of print media and hoardings.

LIMITATIONS OF THE STUDY

 The duration of the study was for 45 days in Concorde Motors.

 The study was conducted on the customers of Concorde Motors.

 The tools used for collection of information from the customers were in the form of
questionnaires, as the respondents will have confidence of anonymity in questionnaire than in
that of interviews.

56
CONCLUSION:
Their many environmental influences combine to form a total life setting for consumers.
Purchasing and using products and services are among the ways in which people respond to and
interact with the world about them. Marketing manager must understand the live setting of
consumers to fully appreciate what consumers are trying to accomplish with particular purchase.
Only then can a company demonstrate the relevance of its marketing offer to consumers by
showing how it will help them deal with their life setting. Ultimately, convincing customers of
the product offers relevance is crucial to sales growth in markets.
Marketing stimuli consist of the four Ps:
 Product
 Price
 Place
 Promotion
Other stimuli include major forces and events in the buyers environment: economic,
technological, political and cultural. All these inputs enter the buyers black box where they are
turned into a set of observable buyer responses: product choice, brand choice, dealer choice,
purchase timing and purchase amount.
The marketer wants to understand how the stimuli are changed into response inside the
consumer’s black box, which has two parts: first, the buyer’s characteristics influence how he or
she perceives and reacts to the stimuli; second, the buyers decision process itself affects the
buyers behavior.

57
 QUESTIONNAIRE

CUSTOMERS PERSONAL INFORMATION

1. Name :
2. Address :

3. Phone No. :
4. Age : <18-20> <21-25> <26-30> <31-35> <36-40> <40-Above>

A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS

TATA Cars

1. What is your Occupation?

Supervisor [ ] Businessman [ ]

Student [ ] Employee [ ]

2. What is your monthly income ?

5,000 - 10,000 [ ] 10,000 – 15,000 [ ]

15,000 - 20,000 [ ] Above 20,000 [ ]

3. If you opt a Car from TATA, what type of Car would you go for?
Indica [ ] Safari [ ]
Manza [ ] NANO [ ]
4. What sort of a Car were you looking for?
Fuel Efficient [ ] High Pickup [ ]
Trendy [ ] Cost Efficient [ ]

58
5. Do you own a Car?
Yes [ ] No [ ]

6 .What lead you to opt for a TATA car?

Family [ ] Media [ ]

Friends [ ] Others [ ]

7. What Car did you opt in TATA? (Open end question)

………………………………………………………………………………………………………

8. Rank your Car in the following category (based on the above question)
1 2 3 4 5 6

9. What is the best feature of your Car (Open end question)

10. What still more do you want to improve in your Car?

High pickup [ ] Trendy [ ]

Mileage [ ] Durability [ ]

11. Rank your show room in the following categories.

1 2 3 4

Vehicle Availability

Infrastructure

Service

Loan Availability

12. What trait made TATA edges over other Cars?

High Performance [ ] Fuel Efficiency [ ]

High resale value [ ] Low Maintenance [ ]

13. What more services you require from Concorde Motors. (Open ended question)

59
14. Is Concorde Motors available to your connivance?
Yes [ ] No [ ]

15. How was your experience with TATA service center?

Excellent [ ] Good [ ]
Satisfactory [ ] Bad [ ]
16. How are the services provided by TATA service center?
Excellent [ ] Good [ ]
Satisfactory [ ] Bad [ ]
17. Are you satisfied, with the services provided by the Concorde motors?
Yes [ ] No [ ]

18. Would you recommend your Car to your family friends, etc?
Yes [ ] No [ ]

19. Would you recommend TATA cars or Maruti Suzuki cars to your friends/family?
TATA cars [ ] Maruti Suzuki [ ]

20. Where do you rank TATA, among all motors Car companies in India?
Rank 1 [ ] 2 [ ] 3 [ ] 4 [ ]

60
 BIBLIOGRAPHY:

References
1. David L Loundon and Albert J Della Bitta, Consumer Behavior, 4/e, TMH, New Delhi,
2007.
2. Phillip Kotler : Marketing Management, 11/e, Pearson, 2007.
3. Phillip Kotler and Kelvin Lane Marketing Management 12th Ed Pearson Education 2007.
4. Schiffman, L.G and Kanuk L.L Consumer Behavior, 8/e, Pearson Education, 2007.
5. V.S. Ramaswamy and S.Namakumari : Marketing Management, 2007.

WEBILOGRAPHY:
1. www.wikipedia.com
2. www.google.com
3. www.experientialformum.com
4. What consumers Really think, 2004, white paper, www.idinfo.com

JOURNALS:
1. Indian Journal of MARKETING, Volume: 40; June 2010; Number 6; page no. 40.
2. Journal of Management Research. Volume 8; December 2008; Number 3; page no.162.

61