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A

Summer Training Project Report

ON

A Study on Consumer perception & futurepotential for TATA CARS

IN THE PARTIAL FULLFILMENT FOR THEDEGREE

OF MASTER OF BUSINESS ADMINISTRATION(2OO9- 2011)

CHANDIGARH BUSINESS SCHOOL GHARUAN

(MOHALI)AFFILIATED TO PUNJAB TECHNICAL

UNIVERSITY, JALANDHAR

SUBMITTED TO SUBMITTED BYCHARNPREET SINGH Mr.AJAY KHURNAMBA 2nd year

ROLL NO :- 1172893


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CERTIFICATE BY THE GUIDE

This is to certify that Charnpreet Singh student of MBA-II Year of Chandigarh Business School(Mohali) has undertaken the project entitled Study On Consumer Perception And Future

potential of Tata cars A .Under my guidance and supervision for partial fulfillment of the

requirement for the degree of Master of Business Administration of Punjab Technical

University. In my opinion, this study embodies the results of her work and recommends that the

same may be forward for evaluation.

Mr.Ajay Khurana

(Project Guide)


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TO WHOM IT MAY CONCERN

This is to certify that the dissertation entitled, A Study on Consumer

perception & future potential for TATA CARS submitted to the PUNJABI

technical University, Jallandhar in partial fulfillment of the requirement of

the degree of Master of Business Administration is prepared by Charnpreet

under my supervision.

To the best of my knowledge and belief, dissertation under reference

is based on original research and has not been submitted for any degree/

diploma at this or any other University/ Institution.

I wish him all success in life.

Place: Mr. Ajay Khurana

Date: Associate Professor

CGC, Gharuan (Mohali)

ACKNOWLEDGEMENT


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There is always a sense of gratitude, which expresses to others for the helpful &

needy services they render during all phases of life. I too would like to do it as I really

wish to reciprocate the kindness showed to all those who have been helpful to me,

directly or indirectly in carrying out this mammoth task.

First of all, I would like to take this opportunity to express my indebtedness &

gratitude to my project supervisor, Dr. Rajiv Khosla, Head of the Department,

Chandigarh Business School, Gharuan for encouraging & guiding me throughout the

course of my research.

I would also like to express my deepest gratitude to Dr. A.N Garg and Dr. T.L

Kaushal, Principal and Dean respectively for their valuable comments. The report could

not have seen light of the day had Ms. Jasmine Saini and Ms. Karuna Shamra my

teachers in MBA not motivated me to bring out this task in its present form.

I am also thankful to the management of CGC, Gharuan for providing me all the

research support as when required.

I am grateful to my internal guide Mr. Amrit Paul Singh-Deputy Zonal

Manager& external guide Mr. Ashutosh Joshi-ASM of Radico Khaitan Ltd .who has

been a constant source of inspiration for the intellectual stimulation & guidance. His

timely advice & very illuminating discourses on the subject of this report & related areasmade this report possible.

My family has also play an important role in completion of this project report. I am by

my father's help making & for bearing with me during troublesome periods for

preparation of this report.

I would like to thank the supreme power, the almighty god, without whose grace this

task would have never seen the light of the day .


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EXECUTIVE SUMMARY

This project is about Tata motors with regard consumer perception and future potential of Tatacars. In this we study about the different competitors of Tata .we study the perception andsatisfaction level of customer towards Tata.

The report starts with the introduction, which includes the company history, aboutTata motors.After introduction comes the objective and scope of the study. Next there comes researchmethodology which includes the sampling, sampling design, sample unit and sample area, nextthere comes the analytical tool used followed by data collection and limitations of the study.Data collection includes the source of data collection. Limitations of study include thelimitations faced while doing the project. In the last come the result, finding, bibliography and

annexure


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PREFACE

This project is the result of six week training at Metro Motors Ambala. Industrial training is an

integral part of Master in Business management course and it aims at providing a first hand

experience of industry to students. This practical experience helps the students to view the real

Business World closely.

I was really fortunate of getting an opportunity to pursue my Industrial Training in reputed,

well established, fast growing and professionally managed organization like Metro Motors

Ambala.


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TABLE OF CONTENTS

INTRODUCTION TO THE STUDY

LITERATURE REVIEW

OBJECTIVE OF STUDY

RESEARCH METHODOLOGY

Research Design

Sampling and Sample Design

Statistical Tool

Data Collection

Hypothesis Study

Limitations of Study

DATA ANALYSIS & INTERPRETATION

FINDINGS

SUGGESTIONS

CONCLUSION

BIBLIOGRAPHY

ANNEXURE


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INTRODUCTION


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COMPANY PROFILE

Overview of Indian Automobile Industry

The automotive industry in India grew at a computed annual growth rate (CAGR) of 11.5percent over the past five years, the Economic Survey 2008-09 tabled in parliament on 2ndJuly09 said.

The industry has a strong multiplier effect on the economy due to its deep forward andbackward linkages with several key segments of the economy, a finance ministry statement said.

The automobile industry, which was plagued by the economic downturn amidst a credit crisis,

managed a growth of 0.7 percent in 2008-09 with passenger car sales registering 1.31 percentgrowth while the commercial vehicles segment slumped 21.7 percent.

Indian automobile industry has come a long way to from the era of the Ambassador car toMaruti 800 to latest TATA nano. The industry is highly competitive with a number of globaland Indian companies present today. It is projected to be the third largest auto industry by 2030and just behind to US & China, according to a report. The industry is estimated to be a US$ 34billion industry.

Indian Automobile industry can be divided into three segments i.e. two wheeler, three wheeler& four wheeler segment. The domestic two-wheeler market is dominated by Indian as well as

foreign players such as Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, and Suzuki etc.Maruti Udyog and Tata Motors are the leading passenger car manufacturers in the country. AndIndia is considered as strategic market by Suzuki, Yamaha, etc. Commercial Vehicle market iscatered by players like Tata Motors, Ashok Leyland, Volvo, Force Motors, Eicher Motors etc.

The major players have not left any stone unturned to be global. Major of the players have gotinto the merger activities with their foreign counterparts. Like Maruti with Suzuki, Hero withHonda, Tata with Fiat, Mahindra with Renault, Force Motors with Mann.

Key Facts:

India ranks 12th in the list of the worlds top 15 automakers Entry of more international players Contributes 5% to the GDP Production of four wheelers in India has increased from 9.3 lakh units in 2002-03 to 23 lakhunits in 2007-08 Targeted to be of $ 145 Billion by 2016 Exports increased from 84,000 units in 2002-03 to 280,000 units in 2007-08


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The key players like Hindustan Motors, Maruti Udyog, Fiat India Private Ltd, Tata Motors, BajajMotors, Hero Motors, Ashok Leyland, Mahindra & Mahindra have been dominating the vehiclethe customers needs to a large extent.

Not only the Indian companies but also the international car manufacturing companies arefocusing on compact cars to be delivered in the Indian market at a much smaller price. Moreover,the automobile companies are coming up with financial schemes such as easy EMI repaymentsystems to boost sales.

There have been exhibitions like Auto-expo at Pragati Maidan, New Delhi to share thetechnological advancements. Besides, there are many new projects coming up in the automobileindustry leading to the growth of the sector.

The Government of India has liberalized the foreign exchange and equity regulations and hasalso reduced the tariff on imports, contributing significantly to the growth of the sector. Havingfirmly established its presence in the domestic markets, the Indian automobile sector is nowpenetrating the international arena. Vehicle exports from India are at their highest levels. Theleaders of the Indian automobile sector, such as Tata Motors, Maruti and Mahindra andMahindra are leading the exports to Europe, Middle East and African and Asian markets.

The Ministry of Heavy Industries has released the Automotive Plan 2006-2016, with the motiveof making India the most popular manufacturing hub for automobiles and its components inAsia. The plan focuses on the removal of all the bottlenecks that are inhibiting its growth in thedomestic as well as international arena.

Top Ten Players in Indian Automobile Sector

1. Maruti Suzuki India

2. Hero Motors Limited

3. Tata Group

4. Bajaj Auto Limited

5. Mahindra Group

6. Ashok Leyland

7. Yamaha Motor India

8. Hyundai Motors India Limited

9. Toyota Kirloskar Motor Private Limited

10. Honda Siel Cars India Limited
http://www.naukrihub.com/india/automobile/top-companies/hero-motors/http://www.naukrihub.com/india/automobile/top-companies/tata-motors/http://www.naukrihub.com/india/automobile/top-companies/bajaj-auto/http://www.naukrihub.com/india/automobile/top-companies/mahindra/http://www.naukrihub.com/india/automobile/top-companies/ashok-leyland/http://www.naukrihub.com/india/automobile/top-companies/yamaha/http://www.naukrihub.com/india/automobile/top-companies/hyundai-motors/http://www.naukrihub.com/india/automobile/top-companies/toyota-kirloskar/http://www.naukrihub.com/india/automobile/top-companies/honda-siel/http://www.naukrihub.com/india/automobile/top-companies/hero-motors/http://www.naukrihub.com/india/automobile/top-companies/tata-motors/http://www.naukrihub.com/india/automobile/top-companies/bajaj-auto/http://www.naukrihub.com/india/automobile/top-companies/mahindra/http://www.naukrihub.com/india/automobile/top-companies/ashok-leyland/http://www.naukrihub.com/india/automobile/top-companies/yamaha/http://www.naukrihub.com/india/automobile/top-companies/hyundai-motors/http://www.naukrihub.com/india/automobile/top-companies/toyota-kirloskar/http://www.naukrihub.com/india/automobile/top-companies/honda-siel/


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PROFILE OF THE ORGANIZATION

TATA MOTORS LIMITED

Tata Motors Limited is India's largest automobile company, with consolidated revenues ofRs.70, 938.85 crores (USD 14 billion) in 2008-09. It is the leader in commercial vehicles ineach segment, and among the top three in passenger vehicles with winning products in the

compact, midsize car and utility vehicle segments. The company is the world's fourth largesttruck manufacturer, and the world's second largest bus manufacturer.

The company's 24,000 employees are guided by the vision to be "best in the manner in whichwe operate best in the products we deliver and best in our value system and ethics."

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India.Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. Thecompany's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka).Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with

Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars andFiat powertrains. The company is establishing a new plant at Sanand (Gujarat). The company'sdealership, sales, services and spare parts network comprises over 3500 touch points; TataMotors also distributes and markets Fiat branded cars in India.

Tata Motors, the first company from India's engineering sector to be listed in the New YorkStock Exchange (September 2004), has also emerged as an international automobile company.Through subsidiaries and associate companies, Tata Motors has operations in the UK, SouthKorea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the twoiconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo CommercialVehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo

Commercial Vehicles Company has launched several new products in the Korean market,while also exporting these products to several international markets. Today two-thirds ofheavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, TataMotors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coachmanufacturer, and subsequently the remaining stake in 2009. Hispano's presence is beingexpanded in other markets. In 2006, Tata Motors formed a joint venture with the Brazil-basedMarcopolo, a global leader in body-building for buses and coaches to manufacture fully-builtbuses and coaches for India and select international markets. In 2006, Tata Motors entered into


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joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufactureand market the company's pickup vehicles in Thailand. The new plant of Tata Motors(Thailand) has begun production of the Xenon pickup truck, with the Xenon having beenlaunched in Thailand in 2008.

Tata Motors is also expanding its international footprint, established through exports since1961. The company's commercial and passenger vehicles are already being marketed inseveral countries in Europe, Africa, the Middle East, South East Asia, South Asia and SouthAmerica. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine,Russia, Senegal and South Africa.

The foundation of the company's growth over the last 50 years is a deep understanding ofeconomic stimuli and customer needs, and the ability to translate them into customer-desiredofferings through leading edge R&D. With over 3,000 engineers and scientists, the company'sEngineering Research Centre, established in 1966, has enabled pioneering technologies andproducts. The company today has R&D centers in Pune, Jamshedpur, Lucknow, Dharwad in

India, and in South Korea, Spain, and the UK. It was Tata Motors, which developed the firstindigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in1998, the Tata Indica, India's first fully indigenous passenger car. Within two years of launch,Tata Indica became India's largest selling car in its segment. In 2005, Tata Motors created anew segment by launching the Tata Ace, India's first indigenously developed mini-truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and theworld have been looking forward to. The Tata Nano has been subsequently launched, asplanned, in India in March 2009. A development, which signifies a first for the globalautomobile industry, the Nano brings the comfort and safety of a car within the reach ofthousands of families. The standard version has been priced at Rs.100, 000 (excluding VAT

and transportation cost).

Designed with a family in mind, it has a roomy passenger compartment with generous legspace and head room. It can comfortably seat four persons. Its mono-volume design will set anew benchmark among small cars. Its safety performance exceeds regulatory requirements inIndia. Its tailpipe emission performance too exceeds regulatory requirements. In terms ofoverall pollutants, it has a lower pollution level than two-wheelers being manufactured in Indiatoday. The lean design strategy has helped minimize weight, which helps maximizeperformance per unit of energy consumed and delivers high fuel efficiency. The high fuelefficiency also ensures that the car has low carbon dioxide emissions, thereby providing thetwin benefits of an affordable transportation solution with a low carbon footprint.

In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry,in keeping with its pioneering tradition, by unveiling its new range of world standard truckscalled Prima. In their power, speed, carrying capacity, operating economy and trims, they willintroduce new benchmarks in India and match the best in the world in performance at a lowerlife-cycle cost.


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Tata Motors is equally focused on environment-friendly technologies in emissions andalternative fuels. . It has developed electric and hybrid vehicles both for personal and publictransportation. It has also been implementing several environment-friendly technologies inmanufacturing processes, significantly enhancing resource conservation

Through its subsidiaries, the company is engaged in engineering and automotive solutions,construction equipment manufacturing, automotive vehicle components manufacturing andsupply chain activities, machine tools and factory automation solutions, high-precision toolingand plastic and electronic components for automotive and computer applications, andautomotive retailing and service operations.

Tata Motors is committed to improving the quality of life of communities by working on fourthrust areas employability, education, health and environment. The activities touch the livesof more than a million citizens. The company's support on education and employability isfocused on youth and women. They range from schools to technical education institutes toactual facilitation of income generation. In health, our intervention is in both preventive and

curative health care. The goal of environment protection is achieved through tree plantation,conserving water and creating new water bodies and, last but not the least, by introducingappropriate technologies in our vehicles and operations for constantly enhancing environmentcare.

With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

HISTORY OF TATA MOTORS

The Company was incorporated on 1st September 1945 at Mumbai to manufacture dieselvehicles for commercial use, excavators, industrial shunter, dumpers, heavy forgings andmachine tools. The commercial diesel vehicles which were known `Tata Mercedes Benz' (TMB)is now called `Tata' vehicles after the expiry of the collaboration agreement with Daimler-BenzAG, West Germany.In 1960 the company's name, which was Tata Locomotive & Engineering Company Ltd. waschanged to Tata Engineering & Locomotive Company Ltd. In the year 1987 the companyundertook to set up a new forge shop, a high output foundry line, a new paint shop as well asaugmentation of engine and gearbox manufacturing facilities, all at Jamshedpur

In 1991 during the year the company entered into a collaborative agreement with aninternationally renowned engine research and development organization to jointly develophigher horsepower, fuel efficient diesel and petrol engines to meet the future requirements of thecompany. The last quarter saw the company launching two new passenger vehicles, theSIERRA and the ESTATE totally designed and manufactured in India. The company acquired aBIFR company, M/s Noduron Founders Maharashtra Ltd. The total cost for Telco worked out toRs.18 crores as against setting up of similar critical castings foundry. During the year company


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launched new earth moving equipment TWK-3036 Tata Front End Wheel Loader. Two newmodels in the EX series of hydraulic excavators were launched. A 10 tonne pick and carryarticulated crane, designed and developed in-house was also introduced. During the yearcompany entered into an agreement with Nachi-Fujikoshi Corporation, Japan to manufacture arcand spot welding robots suitable for automobile manufacturing applications. During the year,

company undertook to set up a joint venture with Asian Glass Co. Ltd., Japan to manufacturefloat glass to be used as wind shields for automobiles. ACC along with Tata Exports Ltd.participated in the joint venture. The joint venture named as Floathlass India Ltd., the Companywould have a stake of 16.33%. Tata Cummins Ltd., Mercedes-Benz (India) Ltd., Tata HolsetLtd., Tata Precision Industries, Singapore and Nita Company Ltd., are the joint Ventures of theCompany

Taking advantage of the broad banding policy announced by the Government of India, theCompany entered into a collaboration agreement with Honda Motor Co. Ltd., Japan, for themanufacture of their `ACCORD' model of cars in India. On 22nd April, an agreement wasentered into between Daimler-Benz AG and Mercedes Benz AG, Germany to setup a joint

venture company Mercedez-Benz India to manufacture `E' class paneyer cans and engines inIndia.

During the year 1995 a new double pick-up and Army Version of various Telco Vehicles weredeveloped. A new petro engine and turbo diesel engine, an up-graded 709 LCV, new sportsutility vehicle Safari expected to be launched shortly. A 25 tonne 6 X 2 truck and a bus withcummins engine were launched.

Tata Engineering and Locomotive Company (TELCO), has acquired a second hand paint shop,machine line and cylinders from the Australian unit of the Japanese auto giant, Nissan. TELCOis believed to have picked up the unit for Rs. 70 crore. The total cost of import duty would be Rs

100 crore. During the year a machine tool division was expanded so as to double its machinebuilding capacity and significantly reduce production times.

The Company has launched "TATA SAFARI" in its Multi utility vehicle segment. Tata Holset'sturbo charger plant inaugurated on November 25, 1996.

In 1997, the Tata Engineering and Locomotive Company Ltd. (TELCO) have emerged asnumerous uno in the Review 200 survey conducted by the Far Eastern Economic Review inassociation with Citi Bank. The Company introduced a 9-tonne vehicle which was well receivedin the market. A 40 tonne tractor trailer powered by a Tata Cummins Engineering wasintroduced. The Company developed a low floor bus chassis to meet the specific needs of urban

transport. The Company signed a new agreement with Hitachi for manufacture of upgradedversions of existing range of excavators.

The year 1998- Tata Engineering and Locomotive Company Ltd (Telco) announced a tie-upwith Tata Finance Ltd and ANZ Grindlays Banks as the official financiers for its small car"Indica" to be launched in December. Tata Engineering Locomotive Company Ltd (Telco) soldits construction equipment business into a new subsidiary company, Telco ConstructionEquipment Company Ltd. The Company in its small car segment has launched " Tata Indica"


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which evoked an overwhelming response in the Indian market. A new range of cummins enginepowered vehicle which include a 35 tonne and a 40 tonne articulated truck and two variants ofbuses.

To make substantial improvement in the quality of bus bodies available with TATA vehicles,

the Company encouraged collaboration between Fuji Heavy Industries of Japan and theAutomobile Corporation of Goa. The new project undertakes production of bodies on TATAchassis, conforming to the most exacting international standards. Concorde Motors Ltd., a JointVenture between Tata Engineering and Jardine International Motors (Mauritius) Ltd. wasappointed as dealer for the Company's passenger cars in several cities across the country, in Feb1998.

The year 1999-Telco became the first Indian manufacturer to offer commercial vehicles meetingeuro-I emission norms, a year before they are due to be introduced in the country. It is proposedto make TCECL a one-stop shop for construction equipment and earthmoving machinery. InOct 1999, the Company won the National award for R&D Efforts in Development of Indigenous

Technology in the Mechanical Engineering Industries Sector instituted by Department ofScientific and Industrial Research, Ministry of Science and Technology for the year 1999. SKFBearings India Ltd has signed an agreement with Telco to supply hub bearings for its latestmodel

Tata Indica.2000 saw the Company working towards introducing two new petrol-driven variants of its smallcarIndica, powered by a multi-point fuel injection engine. The Company launched the Indica2000, the Euro II Complaint, 75 BHP multi-point fuel injection (MPFI) version of Indica. TheCompany has won the National Technology Award for indigenous development andcommercialization of the Tata Indica car. The Company has launched its new hi-tech Indica

2000 car with MPFI petro engine in Guwahati.

Tata Engineering & Locomotive Co. is renamed as Tata Engineering Ltd. It replaced its three-shift production line with a one-shift daily schedule starting from 26th June. In the same yearFICCI-SEDF- Business world-Compaq award for social responsiveness was awarded to thecompany. The Central Pollution Control Board for Environmental Technology award has beenpresented to Tata Engineering in recognition of its contribution towards efforts to conserve theenvironment. TATA Engineering on September 10 announced the addition of MPFI petrolversion to the Indica V2 range.

In year 2002 Foreign Institutional Investors (FII) hike stake in the company to 13.34% launches

six new products in light, medium and heavy vehicles segments on Jan 15 during Auto Expo.Announces financial restructuring. Displays its Tata Sedan car at the Geneva Motor Show.Indica adjudged top selling B-segment car in 2002.Launches two new motorsport cars (TheZero and Double Zero Pace cars). High Court Approves Tata Engineering's FinancialRestructuring. Tata Engg, BPCL tie up to market co-branded lubricants.Tata Steel's investmentin Tata Engineering has been hiked to Rs 117.98 crore over the last year. Telco names Sedan asTata Indigo.Unveils 'EX' series of medium and heavy commercial vehicles. Indica sales crosstwo-lakh mark .Collaborates with Nippon-Arcelor for technical knowhow on CR steel. Receives


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Teri's (The Energy and Resources Institute) CoRE-BCSD (Corporate roundtable ondevelopment of strategies for sustainable development and environment-business council forsustainable development) corporate social responsibility (CSR) awards for '01-02. UnleashesSafari's petrol version; priced at Rs 9.35 lakh.

The year 2003- Tata Unveils CityRover .Tata Motors Ltd signed a binding Memorandum ofUnderstanding (MoU) with Deawoo Commercial Vehicle Company Ltd (DWCV), Korea forthe acquisition of this company. It introduces Tata SFC 407 EX Turbo Light CommercialVehicle (LCV). The Company changed from 'TELCO ' to 'TATAMOTORS' w.e.f December 24,2003. In the same yearTata Safari ranks No 1 in MUV/SUV segment.

2004:- The year of glory. Tata Motors launch an upgraded version Indica on January 15, 2004,in a bid to shore up sales of the small car.

Auto Expo: Tata unveils new version of Indica. Tata Motors unveils Indica V2. Tata Motorslaunches new Indica V2 in Kerala. Tata Motors introduces new ' Indicab' for tour operators. The

much hyped Rs one lakh passenger car project of Tata Motors was going ahead as planned. TataMotors enters agreement with Ukraine bus building firm. Tata Motors enters into agreementwith Etalon. In a move to consolidate its presence in the light commercial vehicles segment,Tata Motors has launched a new variant of its 407 series with increased pay load capacity calledSFC 407EX. Tata Motors buys Daewoo truck unit for Rs 465 crore. Tata Motors unveils TataSFC 407 EX. Tata Motors inks agreement with Austrian, French companies. Acquires DaewooCommercial Vehicle Company Ltd (DWCV), Korea. Tata Motors launches most anticipatednew 6-tn truck in India.

Tata Motors, the country's largest commercial vehicles manufacturer unveiled the new LPT909EX Turbo Truck in Tamil Nadu. Tata Motors and Tata Africa unveiled a range of passenger

cars, utility vehicles, pick-ups, trucks and buses for the South African market. Tata Motors haslaunched a face lifted version of its multiutility vehicle, Tata Sumo. Tata motors rolls out TataSFC 407EX BS II turbo light commercial vehicle.

Tata Motors unveils Tata Safari DICOR in Kerala market on August 11, 2005. Tata Motorsrolls out 2 luxury variants of Indigo. Tata Motors unveiled new Indica V2 Turbo with a pricetag of Rs 4.10 lakh forDLG variant and Rs 4.31 lakh forDLX. Tata Motors ropes in CVTechto make parts for its small car. Tata Daewoo inks pact with Pakistan co.

Tata Motors has been presented the Golden Peacock Global Award for Corporate SocialResponsibility (CSR) in the Large Business category by the Institute of Directors in 2007. Tata

Motors buys Nissan facility in S. Africa. Tata Motors has got a prestigious order from the DelhiTransport Corporation (DTC) for 500 non-AC, CNG-propelled buses. Tata Motors Ltd hasappointed Mr. P M Telang as Executive Director (Commercial Vehicles).


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Various Products of TATA Motors

[1] Passenger cars and utility vehicles

Tata Indigo SW

Tata Sierra

Tata Estate

Tata Sumo/ Spacio

Tata Safari

Tata Indica

Tata Indigo

Tata Indigo Marina

Tata Winger

Tata Nano

Tata Xenon XT

Tata Xover (2009)


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[2] Concept vehicles

Tata Cliffrider

2000 Aria Roadster

2001 Aria Coupe

2002 Tata Indica

2002 Tata Indiva

2004 Tata Indigo Advent

2005 Tata Xover

2006 Tata Cliffrider

2007 Tata Elegante

2009 Tata Prima


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[3] Commercial vehicles

Tata 1616 Starbus Tata Marcopolo Buses in the Delhi BRT

Tata Star Bus in Nagpur, Maharashtra. Tata Low Floor Buses are also usedby administrations in Delhi, Mumbai, Pune, Udaipur and Indore

Tata Ace

Tata TL/ Telcoline /207 DI Pickup Truck

Tata 407 Ex and Ex2

Tata 709 Ex

Tata 809 Ex and Ex2

Tata 909 Ex and Ex2

Tata 1109 (Intermediate truck)

Tata 1510/1512 (Medium bus)


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Tata 1610/1616 (Heavy bus)

Tata 1613/1615 (Medium truck)

Tata 2515/2516 (Medium truck)

Tata Starbus (Medium Bus)

Tata Globus (Low Floor Bus)

Tata Marcopolo Bus (Low Floor Bus)

Tata 3015 (Heavy truck)

Tata 3118 (Heavy truck) (8X2)

Tata 3516 (Heavy truck)

Tata 4923 (Ultra-Heavy truck) (6X4)

Tata Novus (Heavy truck designed by Tata Daewoo)

[4] Military vehicles

Tata LSV (Light Specialist Vehicle)

Tata 2 Stretcher Ambulance

Tata 407 Troop Carrier, available in hard top, soft top, 4x4, and 4x2

versions

Tata LPTA 713 TC (4x4)

Tata LPT 709 E

Tata SD 1015 TC (4x4)



Tata LPTA 1615 T


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Price List


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Sl.

NO.

MODEL Ex SHOWROOM

PRICE

INSURAN

CE

RERISTRA

TION

ANTIR

UST

EXT.

W

ON

PR

INDICA (XTRA PETROL )

1 GL 277941 9711 11200 2800 830

2 GLE 304587 10364 12138 2800 3800 33

3 GLS 322629 10807 12678 2800 3800 35

4 XETA GLS SPORTY 322628 10807 12216 2800 3800 35

INDICA DIESEL

1 DL 339071 10820 12695 2800 3800 36

2 DLE 361397 11757 13842 2800 3800 39

3 DLS 384046 12313 14521 2800 3800 41

4 DICOR DLG 432331 13496 15970 2800 3800 46

INDIGO DIESEL

1 CS LE 427290 13373 15818 2800 3800 46

2 CS LS 455172 14057 16655 2800 3800 49

3 CS LX 478619 14631 17358 2800 3800 51

4 CS LS DICOR 489594 14901 17687 2800 3800 52

5 CS LX DICOR 508066 15353 18241 2800 3800 54

6 CS LX TDI LTD. EDI. 507307 15335 18219 2800 3800 54

7 LS TC 530316 15899 18909 2800 3800 57

8 LX TC 569164 16852 20074 2800 3800 61

9 LS DICOR 549300 16365 19479 2800 3800 59

10 LX DICOR 611409 17887 21342 2800 3800 65

11 GLASSIC DICOR 644610 18701 22338 2800 3800 69

12 GRAND DICOR 764647 21645 25939 2800 3800 81

13 INDIGO XL TDI 548954 16356 19468 2800 3800 59

INDIGO PETROL

GS GLE 389961 12458 14698 2800 3800 42

CS GLS 408404 12910 15252 2800 3800 44

CS GLX 426094 13344 15782 2800 3800 46

CS GLX LTD EDI 454782 14055 16644 2800 3800 49GLS 493257 14990 18271 2800 3800 53


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1.3 Growth of the organization

The Tata Motors Group global sales, comprising of Tata, Tata Daewoo and Hispano Carrocerarange of commercial vehicles, Tata passenger vehicles along with distributed brands in India, andJaguar and Land Rover, were 101,712 nos. in March 2010, a growth of 39% over March 2009.Cumulative sales for the fiscal (April 2009 March 2010) are 872,951 higher by 19% comparedto the corresponding period in 2008-09.

Sales of all commercial vehicles were 47,936 nos. in March 2010, a growth of 53%. Cumulativesales for the fiscal are 413,057 nos., a growth of 37%. Sales of all passenger vehicles were53,776 nos. in March 2010, a growth of 28%. Cumulative sales for the fiscal are 459,894 nos., agrowth of 6%. Tata passenger vehicle sales, including those distributed, were 30,238 nos. for themonth, a growth of 18%. Cumulative sales for the fiscal are 265,912 nos., a growth of 24%.

Jaguar Land Rover global sales in March 2010 were 23,538 vehicles, higher by 43%. Jaguar salesfor the month were 4,642, higher by 8%, while Land Rover sales were 18,896, higher by 55%.Cumulative sales of Jaguar Land Rover for the fiscal are 193,982 nos., lower by 11%.Cumulative sales of Jaguar are 47,418 nos., lower by 24%, while cumulative sales of Land Roverare 146,564 nos., lower by 6%.

GRAND 0 0 0 0 0

MARINA DIESEL

VS 500077 15158 17715 2800 3800

LS 530316 16260 18690 2800 3800 57

LX 569164 17247 19875 2800 3800 61

LX DICOR 611409 18476 21350 2800 3800 65

MARINA PETROL

GLS 493257 15112 2800 3800 53

GLX 527028 15980 2800 3800 56

INDICA VISTA (DIESAL)

TERRA TDI 395513 12594 14865 2800 3800 42

AQUA TDI 417487 13133 15524 2800 3800 45

TERRA QUDRAJET 440992 13709 16229 2800 4425 47

VISTA AURA Q.PLUS

550317 16389 19500 0 0 58

VISTA AURA Q. ABS 518793 15616 18560 0 0 55

AQUA QUDRAJET 463748 14268 16913 2800 4725 50

AQUAQUDRAJET(P.W)

466805 14342 17005 2800 4725 50

AURA QUDRAJETLTD.

524506 15757 18735 2800 4725 56

AURA

QUDRAJET(P.W)

499436 15142 17983 2800 4725 54

AURA QUDRAJET 46379 15067 15067 2800 4725 84

INDICA VISTA (PETROL)

TERRA SAFARI 361640 11764 13850 2800 4725 39

VISTA AURASAFARI

466767 14341 17004 2800 4725 50

VISTA AURA

SAFARI ABS

434462 13549 18034 2800 4725 47

AURA SAFARI 387481 12397 14624 2800 4725 42

AQUA SAFARI 412050 12999 15361 2800 4725 44

AURA SAFARI P.WLTD

439537 13673 16186 2800 4725 47

MANZA PETROL

AQUA SAFIRE 496109 15060 17883 2800 53

AURA SAFIRE 530675 15908 18920 2800 56

AURA ABS SAFIRE 555125 16507 19653 2800 59AURA + SAFIRE 604587 17720 21137 2800 64


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CONCEPTUAL DISCUSSION

MARKETING

What is marketing?

There are many different definitions of marketing. Consider some of the following alternative

definitions:

The all-embracing function that links the business with customer needs and wants in

order to get the right product to the right place at the right time

The achievement of corporate goals through meeting and exceeding customer needs

better than the competition

The management process that identifies, anticipates and supplies customer

requirements efficiently and profitably

Marketing may be defined as a set of human activities directed at facilitating and

consummating exchanges

Which definition is right? In short, they all are. They all try to embody the essence of marketing:

Marketing is about meeting the needs and wants of customers;

Marketing is a business-wide function it is not something that operates alone from other

business activities;

Marketing is about understanding customers and finding ways to provide products or services

which customers demand.

To help put things into context, you may find it helpful to often refer to the following diagram

which summarises the key elements of marketing and their relationships:

AQUA QUADRAJET 584916 17238 20548 2800 62

AURA QUADRAJET 613748 17945 21412 2800 65

AURA ABSQUADRAJET

648513 18797 22455 2800 69

AURA+ 689180 19794 23675 2800 73


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Marketing Concept and Orientation

It is a fundamental idea of marketing that organisations survive and prosper through meeting theneeds and wants of customers. This important perspective is commonly known as the marketingconcept.

The marketing concept is about matching a company's capabilities with customer wants. Thismatching process takes place in what is called the marketing environment.

Businesses do not undertake marketing activities alone. They face threats from competitors, andchanges in the political, economic, social and technological environment. All these factors haveto be taken into account as a business tries to match its capabilities with the needs and wants ofits target customers.

An organisation that adopts the marketing concept accepts the needs of potential customers asthe basis for its operations. Success is dependent on satisfying customer needs.

What are customer needs and wants?

A need is a basic requirement that an individual wishes to satisfy.

People have basic needs for food, shelter, affection, esteem and self-development. Many ofthese needs are created from human biology and the nature of social relationships. Customerneeds are, therefore, very broad. Whilst customer needs are broad, customer wants are usuallyquite narrow. A want is a desire for a specific product or service to satisfy the underlying need.

Consider this example:

Consumers need to eat when they are hungry.What they want to eat and in what kind of environment will vary enormously. For some, eatingat McDonalds satisfies the need to meet hunger. For others a microwaved ready-meal meets theneed. Some consumers are never satisfied unless their food comes served with a bottle of fineChardonnay.

Consumer wants are shaped by social and cultural forces, the media and marketing activities ofbusinesses. This leads onto another important concept - that of customer demands. Consumer

demand is a want for a specific product supported by an ability and willingness to pay for it.

For example, many consumers around the globe want a Mercedes. But relatively few are ableand willing to buy one.

Businesses therefore have not only to make products that consumers want, but they also have tomake them affordable to a sufficient number to create profitable demand. Businesses do not


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create customer needs or the social status in which customer needs are influenced. It is notMcDonalds that make people hungry. However, businesses do try to influence demand bydesigning products and services that are

Attractive

Work well Are affordable Are available

Businesses also try to communicate the relevant features of their products through advertisingand other marketing promotion.

MARKETING MIX

The marketing mix is generally accepted as the use and specification of the four Ps describingthe strategic position of a product in the marketplace. One version of the origins of themarketing mix starts in 1948 when James Culliton said that a marketing decision should be aresult of something similar to a recipe. This version continued in 1953 when Neil Borden, in hisAmerican Marketing Association presidential address, took the recipe idea one step further andcoined the term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 Pclassification in 1960, which would see wide popularity. The four Ps concepts are explained inmost marketing textbooks and classes.

DEFINITION

Although some marketers[who?] have added other Ps, such as personnel and packaging, thefundamentals of marketing typically identifies the four Ps of the marketing mix as referring to:Product -An object or a service that is mass produced or manufactured on a large scale with aspecific volume of units. A typical example of a mass produced service is the hotel industry. Aless obvious but ubiquitous mass produced service is a computer operating system. Typicalexamples of a mass produced objects are the motor car and the disposable razor.Price The price is the amount a customer pays for the product. It is determined by a number offactors including market share, competition, material costs, product identity and the customer'sperceived value of the product. The business may increase or decrease the price of product ifother stores have the same product.

Place Place represents the location where a product can be purchased. It is often referred to asthe distribution channel. It can include any physical store as well as virtual stores on theInternet.Promotion Promotion represents all of the communications that a marketer may use in themarketplace. Promotion has four distinct elements - advertising, public relations, word of mouthand point of sale. A certain amount of crossover occurs when promotion uses the four principalelements together, which is common in film promotion. Advertising covers any communicationthat is paid for, from television and cinema commercials, radio and Internet adverts through


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print media and billboards. One of the most notable means of promotion today is thePromotional Product, as in useful items distributed to targeted audiences with no obligationattached. This category has grown each year for the past decade while most other forms havesuffered. It is the only form of advertising that targets all five senses and has the recipientthanking the giver. Public relations are where the communication is not directly paid for and

includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs andevents. Word of mouth is any apparently informal communication about the product by ordinaryindividuals, satisfied customers or people specifically engaged to create word of mouthmomentum. Sales staff often plays an important role in word of mouth and Public Relations (seeProduct above).Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. Byoffering the product with the right combination of the four Ps marketers can improve theirresults and marketing effectiveness. Making small changes in the marketing mix is typicallyconsidered to be a tactical change. Making large changes in any of the four Ps can be consideredstrategic. For example, a large change in the price, say from $19.00 to $39.00 would beconsidered a strategic change in the position of the product. However a change of $131 to

$130.99 would be considered a tactical change, potentially related to a promotional offer.

CRITICISMS

Peter Doyle claims that the marketing mix approach leads to unprofitable decisions because it isnot grounded in financial objectives such as increasing shareholder value. According to Doyle ithas never been clear what criteria to use in determining an optimum marketing mix. Objectivessuch as providing solutions for customers at low cost have not generated adequate profitmargins. Doyle claims that developing marketing based objectives while ignoring profitabilityhas resulted in the dot-com crash and the Japanese economic collapse. He also claims thatpursuing a ROI approach while ignoring marketing objectives is just as problematic. He argues

that a net present value approach maximizing shareholder value provides a "rational framework"for managing the marketing mix.

Some people claim the four Ps are too strongly oriented towards consumer markets and do notoffer an appropriate model for industrial product marketing. Others claim it has too strong of aproduct market perspective and is not appropriate for the marketing of services.

An expanded system based on Seven Ps stresses the importance of Place, Product, Price,Promotion, People, Process, and Physical evidence

DEFINING CONSUMER BEHAVIOR

How many times throughout the day do people make product decisions? If you stop to thinkabout it, many product decisions are made every day, some without much thought. What shouldI wear? What should I eat? What am I going to do today? Many product decisions are answeredroutinely every day and they help move the economy of cities, countries and ultimately theworld. Product decisions also shape life for the consumer. How can simple decisions be so


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important? Why do marketers spend millions of dollars to uncover the reasons behind thesedecisions?

To define consumer behavior: it is the study of consumers and the processes they use to choose,use (consume), and dispose of products and services. A more in depth definition will also

include how that process impacts the world. Consumer behavior incorporates ideas from severalsciences including psychology, biology, chemistry and economics.

"All marketing decisions are based on assumptions and knowledge of consumer behavior,"(Hawkins and Mothers Baugh, 2007). Researching consumer behavior is a complex process, butunderstanding consumer behavior is critical to marketers-they can use it to:

Provide value and customer satisfaction.

Effectively target customers.

Enhance the value of the company.

Improve products and services.

Create a competitive advantage

Understand how customers view their products versus their competitors' products.

Expand the knowledge base in the field of marketing,

Apply marketing strategies toward a positive affect on society (encourage people to

support charities, promote healthy habits, reduce drug use etc.)

MARKET RESEARCH

Market research is for discovering what people want, need, or believe. It can also involvediscovering how they act. Once that research is complete it can be used to determine how tomarket your specific product. MR-Anywhere is a very good platform for market research andanalysis

For starting up a business there are a few things that are important:Market information

Market information is making known the prices of the different commodities in the market, thesupply and the demand. Information about the markets can be obtained in several differentvarieties and formats.Examples of market information questions are:Who are the customers?Where are they located and how can they be contacted?What quantity and quality do they want?When is the best time to sell?


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Market segmentationMarket segmentation is the division of the market or population into subgroups with similarmotivations. Widely used bases for segmenting include geographic differences, personalitydifferences, demographic differences, use of product differences, and psychographicdifferences.

Market trendsThe upward or downward movements of a market, during a period of time. The market size ismore difficult to estimate if you are starting with something completely new. In this case, youwill have to derive the figures from the number of potential customers or customer segments.[Ilar 1998]

But besides information about the target market you also need information about yourcompetitor, your customers, products etc. A few techniques are:

Customer analysisChoice Modeling

Competitor analysisRisk analysisProduct researchAdvertising research


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SWOT analysis of the Organization

STRENGTH:

Strong Presence in the Marketplace:-Tata Motors is the only company in India with a

broad based presence across the industry, in all segments of the commercial vehiclesmarket heavy and medium commercial vehicles, light commercial vehicles, pick-ups,sub one-tonne mini-trucks - and key segments - compact, midsize car and utility vehiclesegments - of the passenger vehicles market.

Unique Understanding of Customer Need: - With 50 years presence in the

automotive business, Tata Motors understands customer needs and develops productsthat meet their Needs. To consider a few examples, as early as 1980s, the companylaunched Light Commercial Vehicles, amidst Japanese competition, in which it todaystrongly leads. In the 1990s, Anticipating the need for an affordable family car, itlaunched the now famous Tata Indica, which occupies a leading position among compactcars.

Skill Base Developed over the Last 40 Years:-Tata Motors is also very well-placed ontechnology capability. The company had set up its Engineering Research Centre as earlyas 1966.With 1400 scientists and engineers and state-of-the-art development, testing andvalidation facilities, it is this technology capability which has, allowed Tata Motors, overthe decades, to offer indigenously developed products. This strength has beenaccentuated, with the inclusion of TMETC, TDCV and Hispano Carrocera in the R&Dnetwork, besides several other specialist external agencies. The company no longerneeds to develop every necessity itself. Today it just has to manage the process ofproduct creation, drawing upon already available R&D and skills from different sources.

People Strength: - The Companys key strength is its people. The over 22,000

employees comprise a very broad talent base, with the required skills in every aspect ofthe industry. With increasing international initiatives by the company, this talent base isnow getting enriched with the necessary competencies to respond to meet world-classstandards of quality and cost. The company will achieve this by developing andmarketing relevant products, on its existing platforms and new ones, which delightconsumers in every market they are introduced in.


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Tata Motors linkages in Europe through Subsidiary Companies: - In October 2005,

Tata Technologies Ltd, a 100 per cent subsidiary of Tata Motors, acquired a 94.3 percent stake in INCAT International Limited. INCAT is a supplier of engineering &design, product lifecycle management and product-centric IT services to the automotive,aerospace and durable goods industries.

Tata Motors R&D in Europe: - Deepening its engagement with the European R&D

space, in September 2005, Tata Motors set up the Tata Motors European TechnicalCentre, a 100 per cent subsidiary, in the UK. It is engaged in design engineering anddevelopment of products for the automotive industry. Working synergistically, TMETCprovides the company with design engineering support and development services,complementing and strengthening the companys skill sets and providing Europeanstandards of delivery to the companys passenger vehicles.

The internationalization strategy so far has been to keep local managers in new

acquisitions, and to only transplant a couple of senior managers from India into the new

market. The benefit is that Tata has been able to exchange expertise. For example afterthe Daewoo acquisition the Indian company leaned work discipline and how to get thefinal product 'right first time.'

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 trackin 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 hasgiven thumps up to M&M during this year.

The company's passenger car products are based upon 3rd and 4th generation platforms,

which put Tata Motors Limited at a disadvantage with competing car manufacturers.

Despite buying the Jaguar and Land Rover brands (see opportunities below); Tat has not

got a foothold in the luxury car segment in its domestic, Indian market. Is the brand


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associated with commercial vehicles and low-cost passenger cars to the extent that it hasisolated itself from lucrative segments in a more aspiring India?

OPPORTUNITIES:

Indias huge geographic spread-This is one aspect where the company is looking forand its diversified range of cars suits very much this area of car or say auto industry incountry.

Easier finance schemes- The current fiscal stimulus and easy loan will surely guide the

company to post good sales as the current trend shows the cars sales has been boosted byeasy loan norms in the country.

Replacement of aging four wheelers-One of very important reason where the car

industry and commercial vehicle can take advantage in coming days.

Increasing Road Development, Golden Quadrilateral-as we all know theinfrastructure will surely boost the auto industry as it is directly related to the thisindustry and the government policy in spending the money ion infrastructure will creategood demand.

Increasing dispensable income of rural agri sector-Somehow this year the rural

demand was very enthusiastic than the urban market which drive the auto industry so,the development of rural infrastructure and condition will create handsome demand fromthe rural area.

Higher GDP growth-With standing tall during the slowdown our economy has shown

the industry that demands will gain momentum in near future very soon.

Increasing disposable income with the service sector-As the consumers have money

in their hand definitely there will be demand from their side so, this is also very goodopportunity for this sector.

Graduating from two wheeler to four wheeler-The dream of NANO will boost

demand for four wheeler in the auto industry.

THREAT:


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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 threat to thecompany.

Other competing car manufacturers have been in the passenger car business for 40, 50 or

more years. Therefore Tata Motors Limited has to catch up in terms of quality and leanproduction.

Sustainability and environmentalism could mean extra costs for this low-cost producer.This could impact its underpinning competitive advantage. Obviously, as Tata globalizesand buys into other brands this problem could be alleviated.

Since the company has focused upon the commercial and small vehicle segments, it has

left itself open to competition from overseas companies for the emerging Indian luxurysegments. For example ICICI bank and DaimlerChrysler have invested in a new Punebased plant which will build 5000 new Mercedes-Benz per annum. Other playersdeveloping luxury cars targeted at the Indian market include Ford, Honda and Toyota. Infact the entire Indian market has become a target for other global competitors including

Mahindra and Mahindra, Maruti Udyog, General Motors, Ford and others.

Rising prices in the global economy could pose a threat to Tata Motors Limited on a

couple of fronts. The price of steel and aluminium is increasing putting pressure on thecosts of production. Many of Tata's products run on Diesel fuel which is becomingexpensive globally and within its traditional home market.

One weakness which is often not recognized is that in English the word 'tat' means

rubbish. Would the brand sensitive British consumer ever buy into such a brand? Maybenot, but they would buy into Fiat, Jaguar and Land Rover.


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Porter's five forces analysis

Porter's five forces analysisis a framework for the industry analysis and business strategy.It uses concepts developed in Industrial Organization economics to derive five forces, which

determine the competitive intensity and therefore attractiveness of a market.

The Five Forces:

1. The threat of substitute products-As we know the Indian customers choices range frommileage, pick-up, power steering to various other things so substitute is very importantaspect in this industry as other product available in the market may act as the substitute tothe brands own existing product.

2. The threat of the entry of new competitors-New completion from the new entrant or fromexisting company is also highly potent force which a company must have to take care of for

its market share and growth.

3. The intensity of competitive rivalry-The very effective way of putting competitor out oftrack is pitching new vibrant products in the market so a company must be aware of thistactics by its rival company so that it can cater the effect.

4. The bargaining power of customers-Another important aspect for a car or auto companywhere they have to manage the pricing control of their product to spurt the sales in themarket.

5. The bargaining power of suppliers- The distribution channel is very important in countrylike India where the demand is highly different with all across its dimension so, supply isvery much required in the industry for a company.


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LITERATURE

REVIEW


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Kothari, C.R., RESEARCH METHODOLOGY2, -- Research in common

parlance refers to search for knowledge. It can also be defined as a scientific and

systematic search for information on a specific topic. A research design is the arrangement

of conditions for collection and analysis of data in a manner that aims to combine

relevance to the research purpose with economy in procedure. Decisions regarding what,

where, when, how much, by what means concerning a research study constitute a research

design. Sampling can be defined as the Selection of some part of an aggregate or totality

on the basis of which a judgment or inference about the aggregate or totality is made

MARKETING MANAGEMENT - Philip Kotler & Kevin Lane KELLER 1

Broadly the sources of data are: -

Primary Sources

Secondary sources.

Primary data are those which are collected for the first time and

Thus happen to be original in character.

Primary data is collected through:-

Questionnaires

Observation Method

Schedules


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The secondary data are those which have already been collected by someone else & which

have already passed through the statistical process.

Secondary data has been collected through: -

Magazines, Journals, Pamphlets, Websites of the selected car companies

BUSINESS STATISTICS - Gupta and Gupta 3 -- Correlation is a statistical technique,

which helps in analyzing the relationship between two or more variables. It is used in

measuring the closeness of relationship between variables.

Correlation is a statistical technique, which helps in analyzing the relationship between

two or more variables. It is used in measuring the closeness of relationship between

variables. The study of correlation is of immense significance in statistical analysis and

practical life:

CONSUMER BEHAVIOUR - L.G. SHIFFMAN AND L.L KANUK 4 - Study of the customer

behavior is the study of how individuals make decisions to spend their available resources

(Time, Money and Efforts) on consumption related items. It includes the study what they buy,

whey they buy it, when they buy it, where they buy it, how often they buy it and how often they

use it. The primary purpose for the study consumer behavior as apart of marketing curriculum is

to understand how and how customers make their purchase decisions. There insights enable

marketers to design more effective marketing strategies


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OBJECTIVES

OF THE STUDY


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OBJECTIVES OF THE STUDY

To understand the market potentiality for TATA cars.

To determine the acceptable price of the product.

To determine the requirements and needs of the potential customers.

To know what people perceive and thinking about Tata cars and its products.

To analyze the brand repositioning strategies of Tata cars.

To study consumer awareness and perception about the brand repositioning strategies of

Tata cars.

To find out the satisfaction level of people.

To find out the awareness level of customer.


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RESEARCH

METHODLOGY


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RESEARCH METHODOLOGY

The purpose of methodology is to describe the process involved in research work. This includesthe overall research design, data collection method, the field survey and the analysis of data.

RESEARCH DESIGN:

Research Design is the arrangement for conditioned for data collection & analysis of data in amanner that aims to combined relevance to research purpose with economy in procedure.

A research design is a master plan or model for the conduct of formal investigation. It is blueprint that is followed in completing study.

The research conducted by me is a descriptive research. This is descriptive in nature becausestudy is focused on fact investigation in a well-structured from and is based on primary data.

RESEARCH PLAN

For completing my study I have gone for sample study because looking at the size of population& the time limitation it was not convenient for me to cover entire population. Hence, I havegone for sample study rather than census study.

In this project the following type of research is to be done.

Exploratory or formulative research

Exploratory research is a primary study of subject matter or investigation of the

phenomena. It is not specific in nature but aims at understanding the broad contours of the

subject. It is usually preliminary or pilot study and is followed by descriptive, experimental

research. It does not have a formal and rigid design and as the research may have a formal

and rigid design and as the research may have to change his focus or direction, depending

on the availability of new ideas, new hypothesis , increasing the familiarity with the

problem, assessing the feasibility of furthis studies etc.


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Descriptive research

Descriptive research aims a fact-finding and more often is based on survey, its purpose to

descriptive the present state of affairs of the topic of study. Data are collected by one or

more of the method of observation, interview.

Diagnostic research

This type of study is similar to a descriptive study but emphasizes on discovery of what is

happening, why is it happening and what can be done about it. It attempts to identify the

causes of a problem and its possible solution. it used case study method or in-depth

approach to discover the casual relations. It uses small sample sizes and very deep probing

data gathering device

RESEARCH INSTRUMENT: Structured questionnaire

A structured questionnaire, is one in which the questions asked are precisely decided in advance.

When used as an interviewing method, the questions are asked exactly as they are written, in the

same sequence, using the same style, for all interviews. Nonetheless, the structured

questionnaire can sometimes be left a bit open for the interviewer to amend to suit a specific

context.


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SAMPLING

DEFINITION

Sampling may be defined as a selection of some part of an aggregate on the basis of which a

judgment about the aggregate is made. In other words it is the process of obtaining information

about an entire population by examining on the apart of it. Sample should be truly representative

of population characteristics without any bias so that it may result in valid and reliable

conclusion.

In the project the marketing and market research, which was ask to be studied was Ambala butas it was not possible to approach all the respondent of the city, hence a sample was selected

which represents the whole city. The areas selected for the sample are present further in the

appendix.

IMPORTANCE OF SAMPLING

1. Sampling safe time & money. A sample study is usually less expensive that census

study.

2. Sampling enable more accurate measurement for a sample study is generally conducted

by trained and experienced investigators.

3. Sampling remains the only way when population contains infinitely many members.

4. Sampling remains the only choice when a test involves the destruction of the items under

study.

Sampling usually enables to estimate the sampling errors and, thus, assists in obtaining

information concerning some characteristics of the population.


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SAMPLING DESIGN

DEFINATION

A Sampledesign is a definite plan for obtaining a sample from the sampling frame. It refers to

the technique the researcher would adopt in selecting some sample unit from which inferences

about the population is drawn. Sampling is determined before any data are colleted.

Types of sampling design

1. Probability Sampling

a) Simple random sampling

2. Non- Probability sampling

Convenience sampling Type of Sample design used by researcher is Convenience

Sampling.

SAMPLING PLAN

SAMPLING PLAN:

A sample design is a definite plan for obtaining a sample from a given population. It refers tothe technique or the procedure that researcher would adopt in selecting items to be inched in thesample i.e. the size of sample. Sampling plan is determined before data are collected.

STEPS IN SAMPLING PLAN:

SAMPLING FRAME:The list of sampling units from which sample is taken is called sampling frame. Ambala mapwas studied thoroughly and samples were selected from the place in a scattered manner to geteffective result.


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SAMPLING SIZE:Total sample size is 100.

SAMPLING AREA - AMBALA CANTT AND AMBALA CITY.

SAMPLING PROCEDURE:The selection of respondents were accordingly to be in a right place at a right time and so thesampling were quite easy to measure, evaluate and co-operative. It was a randomly areasampling method that attempts to obtain the sample of convenient.

ANALYSIS:The important factors and datas collected were sequentially analyzed and graphed.

FIELD WORK:

I have collected the data through medium called questionnaire collecting the responses from 100(50 for showroom) people in all. I had done my field work in the following area.

TRIBUNE COLONY, SEC 9 AMBALA CITY, MALL ROAD NEAR ARMY PUBLICSCHOOL, DAYAL BAGH AMBALA CANTT.

I started my project very first educating the respondents about my entire project, and ask them tocooperate with me. Mostly all the respondent were aware of this type of surveys. So I didntface any type of difficulty during my project in the process of explaining and taking theirresponses on the questionnaire.

SAMPLING METHOD :Non profitability sampling (Convenient)

Convenience sampling is the selection of units from the population based on

their easy availability and accessibility to the researcher is known as

convenient sampling.


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STATISTICAL TOOLS

Statistical techniques are the play an important role in research. There are very few statisticalanalysis that can be done on nominal data. Almost all descriptive statistics like measures of

central tendency. Likert scale is the part of statistical tools & techniques.

LIKERT SCALE

Likert scale is a summated scale based on item analysis approach. In this statement is

evaluated on its ability to discriminate between respondents with high and low scores.

The researcher starts with collecting a large number of statements which are relevant tothe survey topic. Each of these statements should be clear and unambiguous with

definitive discriminating power. Also such items are not included which are either

neutral or extremely worded such that it is sure that nearly everybody will respond to

them similarly.

After the statement are collected and compiled they are administered to a sample of

subject who are taken from the target population.

Strongly Agree Agree Undecided Disagree Strongly

Disagree

Advantage of Likert Scale

It is simpler and easier to construct.

Consequently the time and cost involved in constructing this scale is also less.

Likert scale by having clear categories of response eliminates ambiguity arising from

respondents answering like sort of agree.

It is more comprehensive because it includes statements that may not be directly.


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SOURCE OF DATA COLLECTION:

PRIMARY:For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:The secondary data has been collected from the following modes:

Magazines

Books

Newspaper Data through internet sources

QUESTIONNAIRE METHOD

Questionnaires are considered

As the heart of survey operations and therefore should be very carefully constructed. It

consists of a number of questions printed or typed in a definite order, which is filled bythe respondents on their own.

A good questionnaire should be comparatively short and simple and the sequence shall be

from easy the difficult ones

Advantages of questionnaires are:

They are economical.

They are free from the biasness of the interviewers.

Respondents have adequate time to give well thought to their answers.

Respondents can be reached conveniently.


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Large samples can be used and therefore the results are more dependable.

HYPOTHESIS TESTING

MEANING:

A statement that explains or makes generalizations about a set of facts or principles, usually

forming a basis for possible experiments to confirm its viability. Hypothesis is an assumption

made about a population parameter. This hypothesis is then proved or disproved by using the

information from the sample to decide the likelihood of the hypothesized population parameter

to be correct or not. It is a screening exercise. Hypothesis is a predictive statement that relates

independent variable to a dependent variable and this is open to testing.

FEATURES:

A hypothesis must be valid. It must be closely related to the phenomena it is trying to

explain.

A hypothesis should be clearly and precisely stated. There should be no ambiguity in thehypothesis.

Hypothesis has a doubtful aspect associated with it. There is always a doubt associated

about whether the hypothesis is correct or not and it is this doubt which is to be tested.

A hypothesis is a transitory phase of a research process since it is provisional. It is yet to

be proved that the hypothesis is correct and it can be stated as a scientific fact or it is

incorrect and hence it is to be dropped.

A good hypothesis is accessible to all. it should be understood by other researchers

equally and unequivocally.

A hypothesis should have empirical reference. It should explain clearly what it claims to

explain.

.


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Chi Square Test

The chi-square test is one of the simplest and widely used non-parametric test in statistical

work. The symbol is Greek letter chi. It was first used by Karl Pearsons in the year 1990.

the quantity chi-square describes the magnitude of the discrepancy between theory and

observation.

Chi-square= (O-E)2

E

Where O=observed frequency

And E=expected frequency

Degree of freedom:

While comparing the calculated value of Chi Square with the table value, we have to determine

the degree of freedom. By degree of freedom we mean the number of classes to which the

values can be assigned arbitrary or will without violating the restriction or limitations placed.

DOES THE PRICE OF TATA CAR ATTRACTS YOU.

YES NO70 30


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H0 :- THERE IS NO RELATIONSHIP BETWEEN PRICE AND SALES OF TATA CARS.H1 :-THERE IS RELATIONSHIP BETWEEN PRICE AND SALES OF TATA CARS.

OBSERVED FREQ. EXPECTED FREQ DIFF. SQUARE70 50 20 40030 50 -20 400

Formula: (O-E)2

E

= (400) = 8

50

CALCULATED VALUE = 8

DEGREE OF FREEDOM = (N-1)TABULATED VALUE = (2-1) = 1

T = 7.8794

Since, the tabulated value is greater than the calculated value i.e.; 7.8794>1

Hence; we can say that

H0 : - NULL HYPOTHESIS IS REJECTED.

H1 : - THEREFORE ALTERNATIVE HYPOTHESIS IS ACCEPTED.

There is relationship between price and sales of tata cars.


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LIMITATIONS OFTHE STUDY


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LIMITATIONS OF THE STUDY

The study is confined to AMBALA area only.

There is possibility of sampling errors in the study.

The responses of the consumers may not be genuine.

The questions included in the questionnaire may not be comprehensive.

Continuous and reliable information was not available.

Some of the information was confidential so much information was not revealed.

The time span of the survey was short and hence only major aspects were considered.

Availability of the respondents amidst their busy schedule did not permit detailed study.

This study will be limited to only some areas of AMBALA.

Lack of professional approach since researcher is a student.

The sample size is only 100 so the sample may not be truly representative of the city

population.


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DATA ANALYSIS &

INTERPRETATOIN


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Perception about Tatas showroom

Q.1 Knowledgeable salesperson (about product)

PARTICULARS PERCENTAGE

STRONGLY AGREE 77

AGREE 18

NEITHER AGREE NOR DISAGREE 0

DISAGREE 5

STRONGLY DISAGREE 0

INTERPRETATION:

77% of the Respondents were strongly agree with knowledgeable salesperson

18% of the Respondents were agreeing at the same time.

5% of the respondents were disagree with this questionnaire


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Q.2 Employees spent enough time with you before sales and during sales


STRONGLY AGREE 55

AGREE 36


DISAGREE 4

STRONGLY DISAGREE 0

INTERPRETATION:

55% of the respondent were strongly agreed and says that employ spend enough timebefore sales.

36% of respondent were agree with this questionnaire.

5% of respondent were neither agree nor disagree.

4% of respondent were disagree they said that employ not spend enough time duringsales or before sales.


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Q.3 Availability of the product in showroom (metro motors)


STRONGLY AGREE 50

AGREE 36


DISAGREE 0

STRONGLY DISAGREE 0

INTERPRETATION:

50% of the respondent were strongly agree and says that products are available inshowroom (metro motors ltd.).

36% of respondent were agree with availability of product in showroom (metro motorsltd.).



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Q.4 Attractive discounts offered


STRONGLY AGREE 55

AGREE 41


DISAGREE 0

STRONGLY DISAGREE 0

INTERPRETATION:

55% of the respondents were strongly agreed with attractive discount offered.

41% of respondent were agree with discount offered.



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Q.5 offered a test drive


STRONGLY AGREE 41

AGREE 32


DISAGREE 9

STRONGLY DISAGREE 0

INTERPRETATION:


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41% of the respondents were strongly agreed with test drive offered.

32% of respondent were agree with test drive offered.


9%of respondent said that they do not offer test drive.

Q.6 responds to complaints quickly


STRONGLY AGREE 5

AGREE 41


DISAGREE 18

STRONGLY DISAGREE 0

INTERPRETATION:

Only 5% of the respondents were strongly agreed with quickly respond to complaints.

41% of respondents were agreeing with quickly respond to complaints.

36% of respondents were neither agree nor disagree with quickly respond to complaints.

18% of respondents were strongly disagreeing.


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Q.7 All the commitments are fulfilled


STRONGLY AGREE 9

AGREE 23


DISAGREE 18

STRONGLY DISAGREE 5

INTERPRETATION:

Only 9% of the respondents were strongly agree with fulfilled of commitments.

23% of respondent were agree with fulfilled of commitment.


18%of respondents were disagree.


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5% of respondent were strongly disagree

Q.8 Employees spent enough time with you after sales. (Service)


STRONGLY AGREE 32

AGREE 36


DISAGREE 5

STRONGLY DISAGREE 0

INTERPRETATION:


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32% of the respondents were strongly agreed with good service provided by metromotors.

36% of respondent were agree with good service provided by metro motors. .


5%of respondents are disagree with service provided by metro motors.

Consumer perception about Tatas car

The price of the TATA car is reasonable.


STRONGLY AGREE 34AGREE 32


DISAGREE 0

STRONGLY DISAGREE 0

INTERPRETATION:


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34 % of the respondents were strongly agreed.

32% of the respondents were agreed.

34% of the respondents were neither disagree nor disagree.

Fuel mileage of the Tata car is good.


STRONGLY AGREE 31

AGREE 41


DISAGREE 0

STRONGLY DISAGREE 0

INTERPRETATION:



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Tata car is easy to maintain.


STRONGLY AGREE 34

AGREE 35NEITHER AGREE NOR DISAGREE 30

DISAGREE 1

STRONGLY DISAGREE 0


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INTERPRETATION:




1% of the respondents were disagreed.

The seats are very comfortable.


STRONGLY AGREE 29AGREE 38


DISAGREE 0

STRONGLY DISAGREE 0.

INTERPRETATION:


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33% of the respondents were neither disagree nor disagree

My family member feels safe when I drive TATA car .


STRONGLY AGREE 37

AGREE 33NEITHER AGREE NOR DISAGREE 29

DISAGREE 1

STRONGLY DISAGREE 0

INTERPRETATION:


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My friends and relatives drive the same car.


STRONGLY AGREE 33

AGREE 34


DISAGREE 1

STRONGLY DISAGREE 0


72/97

INTERPRETATION:





Driving the TATA car compliments my life style.


STRONGLY AGREE 29

AGREE 34


DISAGREE 0

STRONGLY DISAGREE 0

INTERPRETATION:


73/97




I feel good whenever I see the ad for my Tata car on TV, Magazine

and Hoarding.


STRONGLY AGREE 33

AGREE 35


DISAGREE 0


74/97

STRONGLY DISAGREE 0

INTERPRETATION:




A new feature of Tata cars like ABS motivates the customer to buy.


STRONGLY AGREE 42

AGREE 27


DISAGREE 0


75/97

STRONGLY DISAGREE 0

INTERPRETATION: 42 % of the respondents were strongly agreed.



Air bag system in Tata cars gives the better safety.


STRONGLY AGREE 37

AGREE 33


DISAGREE 0


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STRONGLY DISAGREE 0

INTERPRETATION: 37 % of the respondents were strongly agreed.

33 % of the respondents were agreed.

30 % of the respondents were neither disagree nor disagree

Quadra jet engine of Tata cars gives an extra edge over the other

cars.


STRONGLY AGREE 33


77/97

AGREE 40


DISAGREE 0

STRONGLY DISAGREE 0

INTERPRETATION:




Tata car gives me comfortable rides.


STRONGLY AGREE 31


78/97

AGREE 37

NEITHER AGREE NOR DISAGREE 31DISAGREE 1

STRONGLY DISAGREE 0

INTERPRETATION:





Tatas car price Range is affordable.


STRONGLY AGREE 27


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AGREE 38


DISAGREE 0

STRONGLY DISAGREE 0

INTERPRETATION:




Tata has wide range of models.


STRONGLY AGREE 34


80/97

AGREE 42


DISAGREE 0

STRONGLY DISAGREE 0

INTERPRETATION:




An interior accessory of TATA car is attractive.


STRONGLY AGREE 31

AGREE 37


DISAGREE 0


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STRONGLY DISAGREE 0

INTERPRETATION:



32 % of the respondents were neither disagree nor disagree.

Power steering in TATA car attracts the people to buy.


STRONGLY AGREE 32

AGREE 33


DISAGREE 1

STRONGLY DISAGREE 0


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INTERPRETATION:

32 % of the respondents

charnjeet mba - copy

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