2013

Rajeev Nair

ID:

[SURVEY ON TATA & MAHINDRA]

This questionnaire is part of a survey for my final year project in
Engineering Management (MBA). This report will be reviewed by
my project supervisor – Dr. Christopher Smith and the faculty of
Coventry University.
 Instructions and Information

1) Taking part in the survey and filling this questionnaire is voluntary.

2) If you wish to withdraw from the survey after filling the questionnaire, you can email me at
nairr5@uni.coventry.ac.uk within 30/06/2013.
3) While answering, please provide your personal and honest opinions as the results of this
survey will form the crux of the analysis in the project.
4) Every question has some options mentioned below; please underline the appropriate option
according to you.
5) A blank space is provided below each question for additional comments, if any.
6) Please note that only one option has to be underlined, unless mentioned otherwise.

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Section 1: Personal data –

1) Your Age group?

 18-25
 25-35
 35-50
 50 & above

2) Your gender?
 Male
 Female

3) You annual household income?

 INR 1 Lac to 2 Lac
 INR 2 Lac to 4 Lac
 INR 4 Lac to 6 Lac
 INR 6 Lac to 8 Lac
 INR 8 Lac and above

4) Your residential location?

 North India
 West India
 East India
 South India

Please specify

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Section 2: Car Ownership –

5) Considering you are in the market to buy a car, which market segment of cars do you prefer?
 Small/Hatchback (Swift, Indica, Liva, i10, etc.)
 Medium/Sedan (Verna, Manza, Etios, City, etc.)
 Large/SUVs (Safari, Scorpio, Innova, Aria, etc.)
 Premium (Superb, Passat, A4, etc.)
 Luxury (5 series, A6, E class, etc.)

Why?

6) Have you ever purchased or owned a Tata or Mahindra product before?

 Yes
 No
 I currently do

Which vehicle and for how long?

7) If yes, was the ownership experience satisfactory?

 Yes
 No
 Not Applicable

Why?

8) Do you have a Tata and/or Mahindra dealership and service centre in close proximity?
 Only Tata
 Only Mahindra
 Both, but Tata is closer
 Both, but Mahindra is closer
 None

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Section 3: Car Choice criteria-

9) What is the most important factor or your priority when you are in the market to buy a new
car? Please rank the options based on your priorities – 1 for most important and 10 for
least important.
 Price of the product
 Quality of the product
 Brand image of the manufacturer
 Looks/aesthetics of the product
 Space and comfort of the product
 Resale value of the product
 Fuel efficiency of the product
 Proximity and location of the dealerships
 Customer service and support of the company after
 Brand loyalty

Any other?

10) Do you have any preference of the manufacturer’s country of origin? Please rank the
options based on your priorities – 1 for most preferred and 7 for least preferred.
 Indian
 Japanese
 British
 German
 Chinese
 American
 Any other
 No such preference

Reason?

11) Which of the following marketing strategies affect your purchase decision? Please rank the
options based on your priorities – 1 for most important and 5 for least important.
 Television advertisements
 Newspaper or other form of advertisements
 Test drives
 Bonus schemes
 Discounts

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 Reason?

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Section 4: Brand awareness-

12) Are you aware of the various models TATA and Mahindra have to offer in our market?
 Yes
 No
 Some

13) Do you remember the marketing slogans of both Tata and Mahindra?
 Only Tata
 Only Mahindra
 Both
 None

Please specify

14) Which manufacturer do you think is more popular in your city?

 Tata
 Mahindra
 Both

Why do you think so?

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Section 5: Brand Perception-

15) Which manufacturer’s product will you consider while buying your next car?
 Tata
 Mahindra
 Both
 None

Why?

16) What attributes do you associate with Tata’s products? Please note you can tick either of the
options in a row, but not both.

A  Good quality  Poor quality

B  Spacious cars  Cramped cars or mediocre space
C  Good ride quality  Poor ride quality
D  Good looks  Average or poor looks
E  Fuel efficient cars  Not very fuel efficient
F  Well priced / value for money  Poor value for money
G  Lots of features for the price  Too little features for the price
H  Good resale value  Poor resale value

Comments if any

17) What attributes do you associate with Mahindra’s products? Please note you can tick either
of the options in a row, but not both.

A  Good quality  Poor quality

B  Spacious cars  Cramped cars or mediocre space
C  Good ride quality  Poor ride quality
D  Good looks  Average or poor looks
E  Fuel efficient cars  Not very fuel efficient
F  Well priced / value for money  Poor value for money
G  Lots of features for the price  Too little features for the price
H  Good resale value  Poor resale value

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Comments if any

18) Which company’s products do you think is comparatively more technologically advanced in
terms of offering unique and advanced features in their products?
 Tata
 Mahindra
 Both are equal

Why?

19) Which company do you think is comparatively more innovative in terms of launching the
latest generation and futuristic products? For example – electric models, hybrid models, etc.
 Tata
 Mahindra
 Both are equal

Why?

20) Which company do you think has a comparatively better future?

 Tata
 Mahindra

Why?

21) Finally, irrespective of your choice while buying a car, based on all the broad aspects, which
manufacturer do you think is better?
 Tata
 Mahindra

Why?

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 Any additional comments?

Thank You for your time and inputs!

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