consumer buying behaviour of tata motors under ideal dealers pvt. ltd.doc

8/10/2019 CONSUMER BUYING BEHAVIOUR OF TATA MOTORS UNDER IDEAL DEALERS PVT. LTD.doc

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A

PROJECT REPORTON

"CONSUMER BUYING BEHAVIOUR OFTATA MOTORS UNDER IDEAL

DEALERS PVT. LTD. MUZAFFARPUR"

Submitted t

In Partial fulfillment of the requirements for the award of Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted byName : SANJEEV KUMAR

Roll. No. : 7!!77"

MBA #MARKETIN$%

G!!#$ Gb! G%u& 'i()tituti()


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Shahabad-Saha- Panchkula Highway, NH-73

Village ina!"u!, Shahabad #A$bala%#&'!&%

G!!#$ Gb! G%u& '

i()tituti()

TO *HOM SO EVER IT MAY CONCERN

This is to certify that the project report titled "Consumer Buying Behaviour of Tata Motors

under Ideal Dealers Pvt. Ltd. Muaffarpur" carried out !y M(. Sa)*ee+ Kuma(has !een

accomplished under my guidance supervision as a duly registered MB# student of the

$ala%y $lo!al $roup of Institution& #m!ala. This project is !eing su!mitted !y his in the

partial fulfillment of the re'uirements for the a(ard of the Ma,te( o- Bu,i)e,,

Admi)i,t(atio) from $ala%y $lo!al $roup of Institution.

)is dissertation represents his original (or* and is (orthy of consideration for the a(ard of

the degree of Master of Business #dministration.

+++++++++++++++++++++++++

,-ame ignature of the /aculty #dvisor0

Title 1 +++++++++++++++++++++++++

Date 1 +++++++++++++++++++++++++


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DE/ARATION OF AUT0ANTIIT1 B1 STUDENT

I& Sa)*ee+ Kuma(& here!y declare that the (or* presented herein is genuine (or* done

originally !y me and has not !een pu!lished or su!mitted else(here for the re'uirement of a

degree programme. #ny literature& data or (or*s done !y others and cited (ithin this

dissertation has !een given due ac*no(ledgement and listed in the reference section.

Sa)*ee+ Kuma(

,tudent2s -ame ignature0

Roll. No. 7!!77"

MBA #Ma(2eti)3%

Date 1 +++++++++++++++++++


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4REFAE

Mar*eting as a su!ject of study has received (idespread support from !oth the academic

and !usiness segments of people of India. It may !e attri!uted to the onset of the

industrial revolution in India. This necessitated ac'uisition of mar*eting operation of the

!usiness.

The Indian economy li*e other developing economics is a mar*eting economy Le. gears

to a production of Industrial and consumer goods and services for the profita!le sale&

'uite early in the development of India economy& the production has !ecome specialied

first !y product and later !y the processes. #s the speed of this development increased&

the producer and consumer as (ell as the entire of production and consumption has

!ecome more comple% and highly specialied. It is no longer possi!le to consider the total

population as a mar*et for any particular product& it is necessary to define rightly

specialied mar*et !y their characteristics. Le. 3arious com!inations of age& se%&

occupation& location& income& etc. o& that product may !e developed for the specialied

mar*et segment of any economy. 4ven in situation of reactive monopoly and other non

competitive situations& mar*eting influences all phases of !usiness activities in order to

pursue mar*eting opportunities as (ell as anticipate mar*eting pro!lems manager need to

collect comprehensive and relia!le information& Managers cannot carry out mar*eting

analysis& planning implementation and control (ithout researching competitors& dealers

and their o(n sale and data costs.

This Project report on "Consumer Behaviour of Tata Motors is !ased on the My i%

5ee*s ummer training (ith Ideal Dealers Pvt. Ltd. Muaffarpur.

During my si% (ee*s training (ith Ideal Dealers Pvt. Ltd. Muaffarpur. I (as provided an

e%cellent opportunity to study and analysis Consumer Behaviour done !y Muaffarpur.

This analysis provided me a!ility to understand the mar*et practically and I got

theoretical *no(ledge as (ell.

Sa)*ee+ Kuma(

M.B.A. #Ma(2eti)3%


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AKNO5/ED$EMENT

There are very fe( things that come in the life of person may !e for a short span of

time& !ut leaves an ever shinning impression into the mind. My ummer Training one

of the events& (hich (ill !e evergreen in my life.

It (as a great e%perience to have it !efore to starting my profession career. It (as

(hole ne( e%perience for me. During these i% 5ee*s of my training there (ere

many unforgetta!le moments& (hich (ill carry special place in my life.

I have placed in India2s Largest #utomo!ile Company T#T# M6T67 I shared my

real Mar*eting *ill and 8no(ledge from their e%perience of enthusiastic and cordial

e%ecutives. 5ithout (hom I (ould have not !een a!le to achieve my aim.

/irst of all I (ould li*e to e%press my than*s M(. S.N.Malli62 #Manager ales0 and

M(. Ji+e, Kuma(,My Training $uide0 of Ideal Dealers Pvt. Ltd.& Muaffarpur for

permitting me to do the summer training and sharing evaluate e%perience and

suggestions regarding my preparations of report.

#gain I (ould li*e to e%press my deep sense of gratitude to M(. 4(amod Si)3al

,#sst. Professor.0 (hose timely guidance and criticism made it possi!le for me to

prepare my project report.

I also o(e sincere gratitude to my 4a(e)t,and my relatives (ho has my constant

source of inspiration and friends (hose love& affection& co9operation and moral

support have provided me strength to perform the training as !est as possi!le.

/inally& I ta*e the !lame over me for the mista*es in preparing this Project 7eport and

I hope that these mista*es should !e overloo*ed.

8Sa)*ee+ Kuma(9


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TAB/E OF ONTENTS

l.-o. T6PIC Page -o.

:. 4%ecutive ummary

;. 6!jective and cope of study

. Consumer Behaviour regarding Tata Motors

?. 7esearch Methodology

@. Data #nalysis and Interpretation

A. 6!servation and /indings

. Limitations

:. uggestions

::. Conclusion

:;. Bi!liography

#nne%ure


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Ee6uti+e Summa(y

-o( days automo!ile manufacturers are adopting ne( technology inventing ne(

model& discovering opportunities to sale their products and service to achieve :

satisfaction for the customers.

I have conducted a survey of T#T# M6T67 for )C3 this is an attempt to analye

the mar*et status of Tata Motors under the #rea of Ideal Dealers Pvt. Ltd.

Muaffarpur.

#fter stating the o!jective of the survey the ne%t step is to develop the plan for

gathering huge information. /or this purpose I have visited all the customers of the

Tata )C3 in different areas of Muaffarpur& (hich comes under the #rea of Ideal

Dealers of T#T# M6T67. I have conducted intervie(s of Tata customers (ith the

help of 'uestionnaire. The ne%t step is to analye the information on the e%tract

pertinent findings. The finding should !e relevant to the Major Mar*eting Decisions

facing Management.


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Objective of the Study

The theory part of management theories& then it is not necessary that he is a good

manager. Principles in management are fundamental truths ,or (hat are thought to !e

truths at a given time0 e%plaining relationship !et(een t(o or more sets of varia!les.

They descri!e (hat people should do. o& Managers (ho apply theory of managing

must usually !lend principles (ith realities or practical situation& that is (hy during

the study session of M.B.#. there is essentially a training session in every

management college.

There are follo(ing o!jective of the tudy19

:. To *no( a!out !ehavior of consumer.

;. To compare the Tata Motors (ith other !rand of competitors.

. To *no( consumers e%pectation (ith Tata Motors.

?. To *no( (hat is the mar*et potential of Tata Motors )C3 in comparison to

other competitors.

@. To *no( factors affecting the sale of Tata Motors.


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Scope of the study

#lthough the company has got a vast area and scope of the study. # full (or* of (hich

(ill !e comprehensive (or*. I have thought it proper to confine my study to the

Consumer Behaviour of T#T# Motors at Muaffarpur under Ideal Dealers Pvt. Ltd.

Muaffarpur.

The main scope of this study is to ascertain the various methods to increase the sales

and distri!ution activities of the concern. The methods include regular information to

the !uyers creating a !rand position one of the important aspects of this study is also

to increase the mar*et segment for the product.

The scope of this study to *no( different factor and to develop the a!ility of decision9

ma*ing decision al(ays !e ta*en at right time.

The main scope is 19

Distinguishes one company2s goods from those of another

erves as advertisement for 'uality

Protects !oth consumers and manufacturers

Esed in displays and advertising campaigns

Esed to mar*et ne( products


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om;a)y 4(o-ile


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INTORODUTION TO T0E OR$ANI


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Tata Motors has auto manufacturing and assem!ly plants in Jamshedpur& Pantnagar&

Luc*no(& #hmeda!ad and Pune in India& as (ell as in #rgentina& outh #frica and

Thailand.

Tata Motor in India

Tata Motors Limited is IndiaHs largest automo!ile company& (ith revenues of 7s.

?>:.=A crores ,ED A.A !illion0 in ;@9A. It is the leader in commercial vehicles

in each segment& and among the top three in passenger vehicles (ith (inning products

in the compact& midsie car and utility vehicle segments. Tata MotorsH presence indeedcuts across the length and !readth of India. 6ver = million Tata vehicles ply on Indian

roads& since the first rolled out in :>=. The companyHs manufacturing !ase in India is

spread across Jamshedpur ,Jhar*hand0& Pune ,Maharashtra0& Luc*no( ,Ettar

Pradesh0& Pantnagar ,Ettara*hand0 and Dhar(ad ,8arnata*a0. /ollo(ing a strategic

alliance (ith /iat in ;>& it has set up an industrial joint venture (ith /iat $roup

#utomo!iles at 7anjangaon ,Maharashtra0 to produce !oth /iat and Tata cars and /iat

po(ertrains. The company is esta!lishing a ne( plant at anand ,$ujarat0. The

companyHs dealership& sales& services and spare parts net(or* comprises over

touch pointsK Tata Motors also distri!utes and mar*ets /iat !randed cars in India.


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0ISTOR1 OF T0E OR$ANI


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Tata Motors o(es its lending position in the Indian automo!ile industry to its strong

focus on indigenisation. This focus has driven the company to set up (orld9class

manufacturing units (ith state9of9the9art technology. 4very stage of product

evolution9design& development& Manufacturing #ssem!ling and uality Control& is

carried out meticulously. Its manufacturing plants are situated at Jamshedpur in the

4ast& Pune in the 5est and Luc*no( in the -orth.


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MANUFATURIN$ UNIT

!MS"#DP$%19

This (as the first unit of the company esta!lished in :=>. It consists of tones

siempel*amp press line and a cut9to9length line for strip preparation purchased from

Ms 8ohler of $ermany ma*es it a fairly advanced production outfit.

This is supported !y a fully e'uipped foundry& (hich supplies high 9 grade $

Iron castings for automo!ile components and e%cavators and is rated as one of the

cleaner& !etter and highly automated foundries in the (orld. The foundry has a

sophisticated 8un*el 5agner high pressure moulding line& (hich has a rated

production capacity of pairs of moulds every hours. The foundry has its o(n

melting ship& core shop and sand plant. 6ther advanced facilities include channel

furnaces& computeried testing e'uipment etc. In :< the foundry (as T69;

certified !y the Bureau 3erities uality International and later follo(ed certification

from the more stringent certification from the B3T in the year ;.

The unit is also e'uipped (ith se=mi9automated forging line& (ith =& m*g

Beche )ammer and state9of9the9art presses from 8urimoto of Japan and it one of the

most modern forging set9ups in the country. It produces critical forgings li*e

cran*shaft& front a%le !eams and steering parts for automo!ile plant. The ne( forging

line& installed on #pril ;& :A=& has the capacity to forge front a%le !eams at per

piece and cran*shafts at :; sec. per piece. The forge has !een certified as an I69

; and 9 !y the B3I.

P$ 19


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The Pune unit is spread over ; geographical regions Pimpri and Chinch(ad and

ahs com!ined area of the around >: acres. It (as esta!lished in :?? and has

production 4ngineering Division& (hich has one of the most versatile tool ma*ing

facilities in the Indian su!9continent. It is engaged in the design and manufacture of

sophisticated. Press tools& Jigs& fi%tures& $auges& metal pattern and special tolls as (ell

as models for the development of ne( ranges of automo!ile products.

6ver the years& this division has developed e%pertise in design and manufacture

of automated dies& fi%tures and (elding e'uipment. Its large design group is fully

conversant (ith state9of9the9art C#D facilities and manufacturing facilities

comprising of light and heavy C-C machine shops& Jigs !oring room& plastic template

shop& (ood pattern and model pattern shop& five a%is precision machine tools and

laser control machines. To cope (ith such a diverse angle& four assem!ly lines have

!een esta!lished& one each for Multi Commercial 3ehicles ,MC30 and )eavy

Commercial 3ehicles ,)C30 Light Commercial 3ehicles ,LC30 utility vehicle and

one for passenger cars ,Indica and Indigo0.

The passenger car division in 89!loc* e%ecutes the entire process of a car

manufacture over five shops the engine shop& the transmission shop& press and !ody

shop& paint shop and the trim and final assem!ly shop. #fter the car is completely

assem!led& it goes through several chec*s li*e (heel alignment side sleep test& Brea*

test& sho(er test and short test run !efore it is ready to dispatch.

The Multi Etility vehicle li*e Tata umo is manufactured at the Pune (or*

facility of Tata Motors. Pune (or* facility (as set up in :?< and manufactures Tata

Passenger and commercial vehicles.

The electronics division is engaged in the production of a (ide variety of

Machine tool controllers& PLC& Test rig instrumentation& servomotors& pro%imity


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s(itches& in addition it has developed a num!er of components such as flashes& horns&

timers that are used in Tata Motors vehicles.

Industry e%perts rate are fully automatic foundries at Chind(ad and Maval

among the !est& (orld(ide. The iron foundry producer


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P%du+t P%,e ' t-e O%!(i/!ti(

The &'ll'wing "!'duc() '& Ta(a *'('!) in HCV )eg$en(+

Cmme%+i! 0e-i+e) Tata #ce

Tata #ce Nip

Tata uper #ce

Tata TLTelcoline;@ DI Pic*up Truc*

Tata =@ 4% and 4%;

Tata @ 4%

Tata A 4% and 4%;

Tata 4% and 4%;

Tata :: ,Intermediate truc*0

Tata :>:; ,Medium !us chassis0

Tata :?:;:?:? ,)eavy !us chassis0

Tata :?:A ,emi Lo( /loor !us chassis0

Tata :?;< ,7ear 4ngined Lo( /loor !us chassis0

Tata :>:AC ,Medium truc*0

Tata :?: ,Medium truc*0

Tata ;>:>;>:? ,Medium truc*0

Tata tar!us ,Branded Buses for city& inter city& school !us and standard

passenger transportation0

Tata Divo ,Hispano DivoK /ully !uilt lu%ury coach0


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Tata City7ide ,:; O ; seater !uses for intra9city use0

Tata ,)eavy truc*0

Tata


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T!ac('! T!aile!)

LPS 3015 TC 4x2 BS2 LPS 3516 TC 4x2 BS2 LPS 4018 TC 4x2 BS2

Ti""e!)

SK 1613 697 TCIC 4x2

BS2

SK 1613 TC 4x2 BS2 LPK 1613 697 TCIC 4x2

BS2

LPK 2516 TC 6x4 BS2 LPK 2530 TC 6x4 BS2

A""lica(i'n)

2516 TR!SIT "I#ER 2515 B$LKER LPT 2515% LPT 2518

LO& BO&'


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3516 B$LKER 4018 B$LKER SE"I TRILERS

Gd) C!%%ie%

P%im! Ot-e% Ve-i+e)C()t%u+1

P!))e(e% T%!()&%t!ti(

Bu)e) M!i+ *i(e%

*i(e% P!ti(um


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LCV

T!t! TL 232Ot-e% Ve-i+e) Ace


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G%u& P%,e ' t-e O%!(i/!ti(

The Tata $roup comprises : operating companies in seven !usiness sectors1

information systems and communicationsK engineeringK materialsK servicesK energyKconsumer productsK and chemicals. The $roup (as founded !y Jamsetji Tata in the

last 'uarter of the :thcentury& a period (hen India had just set out on the road to

gaining independence from British rule. Conse'uently& Jamsetji Tata and those (ho

follo(ed him aligned !usiness opportunities (ith the o!jective of nation !uilding.

This approach remains enshrined in the $roup2s ethos to this day.

The Tata $roup is one of India2s largest and most respected !usiness conglomerates&

(ith revenues in ; !illion ,7s ?>=&;= million0& the e'uivalent of

a!out ;.? per cent of the country2s $DP. Tata companies together employ some

;;& people. The $roup2s & Tata Motors is India2s largest and only fully integrated

automo!ile company. Tata Motors !egan manufacturing commercial vehicles in :>=


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(ith a :>9year colla!oration agreement (ith Daimler Ben of $ermany. ince :?&

the company2s products have come out of its o(n design and development efforts.

Today& Tata Motors is India2s largest commercial vehicle manufacturer (ith a >9per

cent mar*et share and ran*s among the top si% manufacturers of medium and heavy

commercial vehicles in the (orld.

!reas of business

Tata Motors2 product range covers passenger cars& multi9utility vehicles as (ell as

light& medium and heavy commercial vehicles for goods and passenger transport.

even out of : medium and heavy commercial vehicles in India !ear the trusted Tata

mar*.

)ommercial vehicle business unit

The company has over :


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is pursuing gro(th through ac'uisitions ,it ac'uired Dae(oo Commercial 3ehicles&

8orea& in ;=0 and alliances ,it has entered into a tie9up (ith M$ 7over& E8& to

supply :&& Indicas to !e !adged as City 7over0 in other geographies.

%esearch and development

Tata Motors invests up to :.< per cent of its annual turnover on research and

development& (ith an emphasis on ne( product aggregates development and

technology upgradation. Its 4ngineering 7esearch Centre in Pune employs over

scientists and engineers and has India2s only certified crash9test facility and hemi9

anechonic cham!er for testing of noise and vi!ration.

The company also dra(s on the resources of leading international design and styling

houses li*e the Institute of Development in #utomotive 4ngineering& P#& Italy and

tile Bertoni& Italy. The company has also !een implementing several environmentally

sensitive technologies in manufacturing processes and uses some of the (orld2s most

advanced e'uipment for emission chec*ing and control.

#nvironmental responsibility

Tata Motors has led the Indian automo!ile industry2s anti9pollution efforts through a

series of initiatives in effluent and emission control. The company introduced

emission control engines in its vehicles in India !efore the norm (as made statutory.

#ll its products meet re'uired emission standards in the relevant geographies. Modern

effluent treatment facilities& soil and (ater conservation programmes and tree

plantation drives on a large scale at its plant locations contri!ute to the protection of

the environment and the creation of green !elts.

#*ports

Tata Motors2 vehicles are e%ported to over @ countries in 4urope& #frica& outh

#merica& Middle 4ast& #sia and #ustralia. The company also has assem!ly operations

in Malaysia& Bangladesh& 8enya& outh #frica and 4gypt.


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!ssociates

Tata Motors has made su!stantial investments in !uilding associate and su!sidiary

companies that complement and support its !usiness activities. These include1

Tata Dae=oo omme(6ial Vei6le om;a)y& manufactures heavy truc*s

ranging from :>T $35 to =>T $35. Tata Motors ac'uired this company in

March& ;=

Tata ummi),&a joint venture (ith Cummins& E#& manufactures Cummins

engines for Tata Motors.

Tel6o o),t(u6tio) E>ui;me)t om;a)y& a joint venture (ith )itachi

Machinery Company& Japan& is engaged in the manufacture and sale of

earthmoving machinery and construction e'uipment such as hydraulic

e%cavators& cranes and (heel9loaders.

Tata Te6)olo3ie,& provides IT support in the areas of engineering design&

development and validation& !usiness information systems and 47P systems.

0V Ale,& manufactures a%les for Tata Motors2 medium and heavy commercial

vehicles.

0V T(a),mi,,io),& supplies gear!o%es for the company2s medium and heavycommercial vehicles.

Tata 0ol,et& a joint venture !et(een )olset 4ngineering Company& E8& a

(holly9o(ned su!sidiary of Cummins 4ngine Company& E# and the Tatas

,Tata Motors& Tata International and Tata Industries are shareholders0.

Incorporated in :=& this company manufactures tur!ochargers for engines

made !y Tata Cummins Ltd as (ell as other auto manufacturers.

TA/ Ma)u-a6tu(i)3 Solutio),& manufactures painting systems& (elding lines&

material handling systems and ro!otics. It also develops factory automation

solutions and provides consultancy services in the field of manufacturing

processes and factory layouts.

o)6o(de Moto(, #I)dia%:7etails Tata Motors2 range of passenger vehicles.

Tata 4(e6i,io) I)du,t(ie,& ingapore and Tata E)3i)ee(i)3 Se(+i6e,&

ingapore& are engaged in the manufacture of high precision tooling and spare

parts& and (arehousing& respectively.
http://www.tata.com/tata_cummins/index.htmhttp://www.tata.com/telco_constructions/index.htmhttp://www.tata.com/tata_tech/index.htmhttp://www.tata.com/tata_holset/index.htmhttp://www.tata.com/tal/index.htmhttp://www.tata.com/tata_precision/index.htmhttp://www.tata.com/tata_cummins/index.htmhttp://www.tata.com/telco_constructions/index.htmhttp://www.tata.com/tata_tech/index.htmhttp://www.tata.com/tata_holset/index.htmhttp://www.tata.com/tal/index.htmhttp://www.tata.com/tata_precision/index.htm


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Nita om;a)y?Bangladesh& is engaged in the assem!ly of Tata vehicles for

the Bangladesh mar*et.

'ocationsTata Motors has manufacturing plants at Jamshedpur& Pune& Luc*no( and Dhar(ad as

(ell as a (ell9integrated national sales& service and spare parts net(or* that is focused

on providing users (ith easy access service solutions.


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OR$ANI


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COMPETITORS OF THE ORGANIZATION

MAIN COMPETITORS OF THE TATA MOTORS

MAHINDRA & MAHINDRA

HINDUSTAN MOTOR

ASHOK LEYLAND

SWARAJ


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Teo(eti6al Ba623(ou)d

o),ume( Bea+iou(

4RODUT :9 #nything that can !e offered to a mar*et for attention.

#c'uisition& use or consumption and that might satisfy a (ant or

need.

ONSUMER :@ Persons that have need as (ell as a!ility and authority to

purchase that goods and services.

)O&S$M#% +#"!,IO$%

Ther term "Consumer Behaviour" refers to the !ehaviour that consumer display in

search for purchasing& using evaluation and disposition of products and services that

they e%pect (ill satisfy their needs. The study of consumer !ehaviour is the study of

ho( individuals ma*e decisions to spend their availa!le resources ,time& money&

effort0 on consumption related items. It include the study of (hat they !uy& (hy they!uy it (hen they !uy (here they !uy it& ho( often they !uy it and ho( often they use

it. In this process the consumer deli!erated (ithin himself !efore the finally ma*es a

purchase or more.

This deli!eration relates to many varia!les and is aimed to solving consumption

pro!lem. #mong these pro!lems the first and foremost is to decide (hether to spend

money or to save it.

6nce a decision is ta*en to spend money the second pro!lem is to decide (hat to !uy

!ecause the resources are limited and needs are multiple. Therefore needs are to !e

mar*ed in priority terms.

During my study I found that ho( consumers ma*e a decision for !uying a product.


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Models of consumer behaviour

The !ayer2s characteristics and decision process lead to certain purchase decision. The

mar*eters tas* is to understand (hat happens in the !uyers consciousness. The !uyers2

!ehaviour is stimuli response !et(een the arrival of outside stimuli and the !uyers2

purchase decision.

Ma(2eti)

3 ,timuli

Ote( ,timuli Buye(,

6a(a6te(i,ti

6

Buye(, de6i,io)

;(o6e,,

Buye(,

de6i,io)

Product

Price

Place

Promotion

4conomic

Technological

Political

Cultural

Cultural

ocial

Personal

Psychological

Pro!lem 7ecognition

Information earch

4valuation of

alternative

Purchase decision

Post Purchase

!ehaviour

Product choice

Brand choice

Dealer choice

Purchase

Timing

Purchase

amount

# consumer !uying !ehaviour is influenced !y cultural& social& personal and

psychological factors e%erts the product and deppest influences.

It may !e sho(n as follo(s 19

Fa6to(,

Cultural ocial Personal Psychological

)ulture -actors ./

Culture factors have great impact on consumer !ehaviour. The roles played !y the

!uyer2s culture& su!culture and social class are particularly.

)ulture ./


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Culture is the most fundamental determinants of a person2s (ants and !ehaviour. The

gro(ing child ac'uires a set of values& perceptions& preference and !ehaviour through

his or her family and others *ey institutions. # child gro(ing up in #merica is e%posed

to the follo(ing values i.e. achievement and success& activity efficiency& practical

progress material comfort& individualism& freedom e%ternal comfort& humanitarianism

and youthfulness.

Sub )ulture ./

4ach culture consists of smaller su!9culture that provide more specific identification

and socialiation for their mem!ers& su!9culture includes nationalities& religious& radial

group and geographic regions& many su!9cultures ma*e important mar*et segment and

mar*eters often design product and mar*et programs according to their needs.

Social )lass ./

3irtually all human societies e%hi!it social stratification. tratification sometimes

ta*es the form of a caste system (here the mem!ers of different caste are reared for

certain roles and cannot change their caste mem!ership. More fre'uently stratificationta*es the form of social classes. ocial classes are relatively homogenous and

enduring divisions in a society& (hich are hierarchically ordered and (hose mem!ers

share similar values& interests and !ehaviour.

ocial classes are divided into seven terms 19

Epper 9 upper class

Lo(er 9 upper class

Epper 9 middle class

Middle 9 Class

5or*ing Class

Epper 9 lo(er classes

Lo(er9lo(er class

012 SO)I!' -!)TO%S ./


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# consumer !ehaviour is also influenced !y such social factors as reference group&

family& role status.

%eference 3roup ./

Many groups influence a person2s !ehaviour. # person2s !ehaviour group that have a

direct or indirect influence on the person2s attitudes and !ehaviour. $roups having a

direct influence of a person are called mem!ership groups. These are groups to (hich

the person !elongs and interacts. ome are primary groups such as family& friends

neigh!ours (ith (hich the person interacts fairly continuously. Primary groups tend to

!e informal. # person also !elongs to secondary groups such as religious& professional

and trade union groups (hich tend to !e more formal and re'uire less continuous

interaction.

People are also influenced !y groups in (hich they are not mem!ers. $roups to (hich

a person (ould li*e to !elongs are called inspirational groups.

-amily ./Most consumers !elong to a family group. They influence the pattern of consumption.

Buying ha!its creates !y family influences. The mem!ers of the family play different

roles as for deciding& purchaser and user. The house(ife may act as a mediator of

products that satisfy (ants and desires of the children. Many 'uestion arise in the

(hole family !ut a mar*eter has to thin* that (ho is the main purchaser of family.

In the case of e%pensive products services& hus!and and (ives engage in more joint

decision ma*ing. The mar*eters need to determine (hich mem!er normally has the

greater influence in choosing various products often it is a matter of (ho has more

po(er or e%pertise.

0e(e a(e Ty;i6al ;(odu6t ;atte(),

0u,ba)d domi)a)t :@ Life insurance& #utomo!iles& T.3.

5i-e domi)a)t : @ 5ashing Machine& /urniture& 8itchen(are


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E>ual :@ 3acation& )ousing& 6utside entertainment.

%oles and Status ./

# person participates in many groups 19 family& clu!s and organiation. The person2s

position in each group can !e defined in term2s of roles and status. # role consists of

the activities that a person is e%pected to perform. 4ach role carries a status. #

supreme court justice has more status than a sales manager and a sales manager has

more status than an office cler*. People choose products that communicate their role

and status in society. Thus company drive Mercedes& (ear e%pensive suits and drin*

chives regal scotch. Mar*eters are a(are of the status sym!ol potential of products

and !rands.

4ERSONA/ FATORS :@

# !uyer2s decisions are also influence !y personal characteristics not !y the !uyer2s

age and life stage& occupation& economics circumstances& lifestyle and personality and

self concept.

A3e a)d /i-e 6y6le ,ta3e :@

People !uy different goods and services over their lifetime. The eat !a!y food in the

years& matured foods in the gro(ing and mature years& and special diets in the latter

years. People2s taste in clothes furniture and recreation is also age related.

Consumption is also shaped !y the stage of the family life cycle. Mar*eters often

choose life cycle groups as their target mar*et.

ome recent (or* has identified psychological life cycle stages. #dults e%perience

certain "passages" or transformations as they go through life mar*ers pay close

attention to changing life circumstances divorce (ido(hood remarriage and their

effect on consumption !ehaviour.

O66u;atio) :@


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# person2s occupation also influences his or her consumption pattern. # !lue collar

(or*er (ill !uy (or* clothes (or* shoes& lunch !o%. # company2s president (ill !uy

e%pensive suits& air travel& country clu! mem!ership and a large sail !oat. Mar*eters

try to identify the occupational groups that a!ove average interest in their product and

services. # company can even se%ualie their computers soft(are companies (ill

design different computers soft(are for !rand manager& engineers& la(yers and

physicians.

E6o)omi6 i(6um,ta)6e, :@

Product choice is greatly affected !y ones economic circumstances. People2s economic

circumstances consists or their spenda!le income& its level sta!ility and time pattern&

saving and assets including the percentage that is li'uid de!ts& !orro(ing po(er and

attitudes to(ards spending versus saving.

/i-e,tyle :@

People coming from the same su!9culture& social class and occupation may lead 'uite

different lifestyles. # person2s life is the person2s pattern of living in the (orld as

e%pressed in the person2s activities& interest and opinions. Lifestyle portrays the

"(hole person" interacting (ith his or her environment. Mar*eters (ill search for

relationship !et(een their product and lifestyle groups. # computer manufacturer may

find that most computer !uyers are achievement oriented. The mar*eter may then aim

the !rand more clearly at the achiever lifestyle.

4e(,o)ality a)d Sel-@6o)6e;t

4ach person has a distinct personality that (ill influence his or her !uying !ehaviour.

By personality (e mean the person2s distinguishing psychological characteristics that

lead to relatively consistent and ending responses to his or her environment.

Personality is usually descri!ed in terms of such facts as self confidence& dominance&

autonomy difference& socia!ility& defensiveness and adapta!ility.

042 Psychological -actors


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# person2s !uying choices are influenced !y four major psychological factors

Motivation&

Perception

Learning and Beliefs

#ttitudes

Moti+atio) :@

# person has many needs at any given time some needs are !iogenic they arise from

psychological states of tension such as larger& thirst& discomfort. 6ther needs are

psychogenic K they arises from needs are psychogenic they arises from psychological

states of tension such as the need for recognition& esteem& or !elonging. # need

!ecomes motive (hen it is aroused to a sufficient level of intensity. # motive is need

that is sufficiently pressing to drive the person to act.

4e(6e;tio) :@

Perception is the process !y (hich an individual organiation select interprets

information& inputs to create a meaningful picture of the (orld.

Perception depends not only on the physical stumuli !ut also on the stimuli relation to

the surrounding field and on condition (ithin the individual.

The *ey (ord is the definition of perception of individual. 6ne person might perceive

a fast tal*ing sales person as aggressive and in sincere& another as intelligent and

helpful. People can emerged (ith different perception of the some o!ject !ecause of

three perceptual process& selective attention& selective distortion and selective

retention.

/ea()i)3 :@

Learning involves changes in an individual2s !ehaviour arising from e%perience. Most

human !ehaviour learned learning theorists !elieve that learning is produced through

the interplay of desirous& stimuli& cues responses and reinforcement.Belie-, a)d Attitude, :@


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Through doing and learning people ac'uired !eliefs and attitudes. These turns

influence !uying !ehaviour. # !elief is a descriptive thoughts that a person holds

a!out something.

Believes may !e !ased on *no(ledge& opinion or faith. They may or may not carry

emotional charges& of course manufacturer are very interested in the !eliefs. People

carry in their heads a!out their products and services.

#n attitude is a persons enduring favoura!le or unfavourale evaluation emotional

feelings and action tendencies to(ards some o!ject or ideas.

People have attitude to(ards almost everything politics clothes music& food. #ttitudes

put them into a frame of mind of disli*ing and o!ject moving to(ards or a(ay from it.

#ttitudes lead people to !ehave in fairly consistent (ay to(ards similar o!ject. People

do not have to interpret and every o!ject in a fresh (ay& !ecause attitudes economie

on energy and thought& they are very difficult to change. # person attitude settle into a

consistent pattern to change a single attitude may re'uire major adjustment in other

attitudes.


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)O&S$M#% +#"!,IO$% !MO&3 T!T!

MOTO%S5 M$6!--!%P$%

Consumer is very important part of Mar*eting and has very important role of play on

it. My urvey is !ased on 'uestionnaire method. The reason !ehind survey is to *no(

the overall vie( of T#T# M6T67 Consumer2s so& that (e can chal* out further plan

for the Consumer Behaviour of Tata )C3.

urvey has !een done under the #rea of Ideal Dealers of T#T# M6T67

MEN#//#7PE7 on the special recommendation of Ideal Dealers all consumers ofT#T# M6T67 )C3 has !een e%amined in different categories.

To get the overvie( of customer regarding consumer !ehaviour& /irst of all I (as

given on open close 'uestionnaire& (hich (as prepared& !y Ideal Dealers and list of

persons !elonging to different classes. Through 'uestionnaire I conducted intervie(ed

or survey of different mem!ers !elonging to all different classes separately.

I as*ed 'uestions (hich (ere as follo(s 9

:. 6ccupation 1

;. Monthly /amily Income 1

. our satisfaction level (ith the !rand S

?. Does advertisement influence you to !uy a particular Motor S

@. 5hat incentive attracts you most for !uying a car S

A. #ccording to you (hich car !rand has most lucrative promotion offer S

. Do you li*e T#T# Motor all ervice Centre near a!out your city S

:. Do you have any pro!lem (ith T#T# Motor2s Dealer S

::. #t (hat point of time of the year you accept promotional 6ffer S


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:;. Do you have any pro!lem in /inance S

Mostly attitude (ere to(ards Tata Motors& !ecause Tata Motors has good in Bihar.

The reason !ehind people choice to(ards Tata gives e%citing loo*s (ith (orld class

technologies.

ome people gave misleading ans(ers. /e( peoples did not disclose their

salaryincome sla!.

Mostly e%isting customers (ere 'uite happy (ith Tata )C3 and customers from

other automo!ile a!out 'uality services provided !y Tata Motors.


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Re,ea(6 Metodolo3y

)aving set the o!jective of the survey the ne%t step of any Mar*et research Calls for

Developing and efficient plant for gathering needed information. /or this purpose I

have visited different #rea& (hich comes under the ID4#L D4#L47 of T#T#

M6T67 in Muaffarpur& Bihar.

The design of the plan adopted for the study is stated !elo( 19

!. Data olle6tio) Metod, :@

a0 Primary Data

!0 econdary Data

&. Ty;e o- Re,ea(6 De,i3)

My research design (as descriptive method.

. Sam;li)3 De,i3)

Pro!a!ility ampling

#rea ampling

5e visit different customers for this sampling

. Sam;le SiCe !''

I visited : customers.

". Metod,The respondents (ere intervie(ed !y personal contacts. This is the most

varia!le method to research.


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Data A)aly,i, a)d I)te(;(etatio)

Consumers are very important for mar*eting !ecause they play a vital role in it. The

topic of survey is "Consumer Behaviour". urvey has !een conducted in Muaffarpur

district !ecause Muaffarpur have a !road mar*et of Bihar tate. #ppro% : ,one

hundred0 consumer respondents have !een ta*en from the !asis of their occupation

groups& li*e& students& Business Men& Professionals& ervice holders and 7etired and

other persons at possi!le e'ual ratio.

:. 6ccupation 1

ervice ;Business

7etd. Person >

#griculture :>

6thers ;>

Total -o. of 7espondents :

I)te(;(etatio) : In my survey& I have collected data from ; of ervicemen& of

Businessman& > of 7etd. Persons& :> of #griculture and ;> of other

occupation.

&. Mo)tly Family I)6ome :


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Epto 7s. :&9


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. 5e) did you ;u(6a,e omme(6ial Vei6le

Present ear ;>

Last ear

Last ; ear


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. 5i6 omme(6ial Vei6le i, it

Tata Truc* ;

Tata Bus :A

Tata Magic :@

Tata Pic*9up :

Tata 5inger :=

Tata #ce9e% =

Tata #C49)T :

Tata #C49Jeep =

Tata Iris :);:

),:

,:

);:,: +:

?ata ?ruc%

?ata Bus

?ata Magic

?ata Pic%'u"

?ata 3inger

?ata -ce'ex

?ata -CE'0?

?ata -CE'ee"

?ata /ris

I)te(;(etatio) : In my survey& 5hen I as*ed to the respondents 5hich Commercial

3ehicle it is& ; said Tata Truc*& :A said Tata Bus& :@ said Tata Magic&

: said Tata Pic*9up& := said Tata 5inger& = said Tata #ce9e%& : saidTata #C49)T& = said Tata #ce9Jeep and only


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atisfied =

Less atisfied ;

-ot atisfied >


I)te(;(etatio) : In my survey& 5hen I as*ed to the respondents& our satisfaction

level (ith the !rand& said -ot satisfied (ith the !rand.


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. Doe, ad+e(ti,eme)t i)-lue)6e you to buy a ;a(ti6ula( ;(odu6t

es >

-o >


I)te(;(etatio) : In my survey& 5hen I as*ed to the respondents Does advertisement

influence you to !uy a particular product& ma%imum consumer said es i.e.

> and only > said no.


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7. 5at i)6e)ti+e att(a6t, you mo,t -o( buyi)3 a 6omme(6ial +ei6le

Discount =

$old Coin :

More /ree ervices

#ny other :>


I)te(;(etatio) : In my survey& 5hat incentive attracts you most for !uying a

commercial vehicle& = said Discount& : said $old Coin& said More

free services and :> said any other incentive applied !y Tata Motors.


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G. A66o(di)3 to you =i6 b(a)d a, mo,t lu6(ati+e ;(omotio) o--e(

Tata ;A

Mahindra ;;

#sho* Leland ;>

4icher :;

#ny 6ther said

#sho* Leland& :; said 4icher and


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H. Do you li2e TATA Moto( all Se(+i6e e)t(e )ea( about you( 6ity

es

-o :


@;:

);:


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!'. Do you a+e a)y ;(oblem =it TATA Moto(, Deale(

es :>

-o A>


)9:

=9:

said yes and A> said -o.


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!!. At =at ;oi)t o- time o- te yea( you a66e;t ;(omotio)al O--e(


/estival eason =

Post Monsoon ;

Throughout the year


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!&. Do you a+e a)y ;(oblem i) Fi)a)6e

es ;-o A


*;:

=;:


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!. 5at i, you( o;i)io) about 6om;a)y? a-te( ,ale ,e(+i6e,


#verage ;atisfactory ;>

$ood

Bad :

*;:

*9:

+;:

)9:

);:

-verage Satisfactor5 #oo! Excellent Ba!

I)te(;(etatio) : In my survey& 5hen I as*ed to the respondents (hat is your opinion

a!out company2s after sales service& ; said #verage& ;> said atisfactory&

said 4%cellent and only : said !ad.

Ob,e(+atio) a)d Fi)di)3,


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St(e)3t,:@

:. $ood availa!ility of motor parts every(here .It means spare parts of TML

availa!le in any place.

;. #vaila!ility of service center in large num!er !y (hich transporters donHt

have any pro!lem.

. 8no(ledge a!out parts and engines is easier for mechanics of T#T#Hs

vehicles.

?. #ll the parts are availa!le in T#T#Hs retailer !ut not availa!le in #sho*

LeylandHs retailer.

@. uality of motor parts no dou!t is very good.

A. #l(ays prefer original parts !ecause you never (ant to send your child in

inferior school.

5ea2)e,,:@

:. )igh price of parts a!out : higher price to other competitors.

;. There are various companies (hich ma*e duplicate of T#T#Hs parts& other than

'uality every thing is as same as you confused that it is original or not. /or e.g.

#lfaHs $ear !o% is very confusing.


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O;;o(tu)ity:@

:. The !est performing company (ill !e the one that can generate the greatest

customer value and sustain it over time.

;. There is !ig mar*et or e%panding the !usiness of motor parts.


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Buyers (ill try to force prices do(n& demand more 'uality or services&

and set competitors against each other& all at the e%pense of seller

profita!ility.

>. T(eat o- ,u;;lie(, 3(o=i)3 ba(3ai)i)3 ;o=e(:9 # segment is

unattractive is the companyHs suppliers are a!le to raise prices or reduce

'uantity supplied. The !est defenses are to !uild (in9(in relations (ith

suppliers or use multiple supply sources.


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FINDIN$S

:0 Muaffarpur is a Broad mar*et of Commercial 3ehicle.

;0 Mostly respondents having commercial vehicle since last year and then last ;

years.

0 Most of the respondents a!out > are influenced !y advertisement for !uying

Tata Motors Product.

?0 In Muaffarpur most of the customer of Tata Motors (ants Discount facilities

and More free services of his commercial vehicle.

@0 In Muaffarpur Tata is no. : in its lucrative promotion offer then #sho* Leland

and Mahindra is the second and third respectively.

A0 Mostly consumer of Tata Motors (ants to ervice Centre is near !y his City.

0 In Muaffarpur City ma%imum no. of consumers of tata covercial vehicle is

happy (ith his Dealer.

:0 Mostly respondents (ant promotional offer in /estival season.


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'imitation of the Study

This study is only on information that (e gathered in i% 5ee*s Training. o& it (as

not possi!le to go through topic in depth such a short span of time.

The relia!ility and validity of information collected through survey is not al(ays

(ithout dou!t. The relia!ility information to great e%tent dependent upon the honesty

and co9operation of the respondents. The findings of the study are also !ased merely

on the respondents and as such they may not !e completely accurate.

#lthough& utmost endeavors have !een ta*en to ma*e this study free from !ias. It

cannot !e completely ruled out.


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Su33e,tio),

)aving loo*ed into almost overall picture of the company. I have perceived some

5ea* #reas of the Company. )ere& I have revealed some #reas.

:. There is a lac* of sufficient co9operation (ith the consumers.

;. There is a need of more )oardings.


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)O&)'$SIO&

Tata Motors is the Mar*et leader in Commercial 3ehicle egment. $enerally& the

peoples use the Truc*& Bus& Magic& 5inger& Pic*9up etc. for commercial purpose. TheCompany uses different medium of #dvertising for its product promotion. Most

common and popular (ay of #dvertising is )oarding. This (ay is cheaper and more

convenient to ma*e a(are the consumers. There are also other Media for #dvertising

the product2s !rand li*e as )oarding& -e(spaper& Television& Magaines etc.

)aving loo*ed into almost overall picture of the company. I have perceived some

5ea* #reas of the Company. )ere& I have revealed some #reas.

Today the customer is the *ing in any industry. #nd in fact they are the !iggest

(inners. They have so many alternate options !efore going to purchase any product.

They made purchase 'uality product at compati!le price. /or this& it must have an

understanding of !uyerHs preferences and !uying !ehaviors of customers. #nd it is

very tough to *no( the !uying !ehavior of the customers& !ecause it is really very

comple% in nature. But& its *no(ledge gives the company a definite edge over its

competitors.

-o( (e can say clearly Truc*& Bus are the main !rand of Tata Motors.


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+I+'IO3%!P"7

:. 4ffective Business Communication 1 )orta #. Murphy

;. Principle of Mar*eting 1 Philip 8otler


62/63

!PP#&DI)#S

ue,tio))ai(e

-ame 1 .........................................................................................

#ge 1 .........................................................................................

#ddress 1 .........................................................................................

.........................................................................................

Phone -o. 1 .........................................................................................

:. 6ccupation 1

,a0 ervice ,!0 Business

,c0 7etd. Person ,d0 #griculture ,e0 6thers

;. Monthly /amily Income 1

,a0 Epto 7s. :&9 ,!0 7s. :&9 to ;&9

,c0 7s. ;&9 to


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A. #ccording to you (hich !rand has most lucrative promotion offer S

,a0 Tata ,!0 Mahindra

,c0 #sho* Leland ,d0 4icher ,e0 #ny 6ther

. Do you li*e T#T# Motor all ervice Centre near a!out your city S

,a0 es ,!0 -o

:. Do you have any pro!lem (ith T#T# Motor2s Dealer S

,a0 es ,!0 -o

::. #t (hat point of time of the year you accept promotional 6ffer S

,a0 /estival eason ,!0 Post Monsoon

,c0 Throughout the year ,d0 any other

:;. Do you have any pro!lem in /inance S

,a0 es ,!0 -o

:

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