CHAPTER-1

INTRODUCTION

1
BRAND

A brand is a name given to a product and/or service such that it takes on an identity by itself.
A brand is defined as a toolbox of marketing and communication methods that help to
distinguish a company from competitors and create a lasting impression in the minds of
customers . A brand is a name, term, design, symbol or other feature that distinguishes one
seller’s product from those of others. Brands are used in business , marketing, and
advertising.

The word ―brand‖ derives from the old Norse ―brandr‖ meaning ―to burn‖ –recalling the
practice of producers burning their mark (or brand) onto their product.

BRAND AWARENESS

Brand awareness is the extent to which a brand is recognized by potential customers, and is
correctly associated with a particular product. Expressed usually as a percentage of the target
market, brand awareness is the primary goal of advertising in the early months or years of a
product’s introduction.

Brand awareness plays a huge part in the success of the brands. There are many different
ways to market a brand in order for it to display a certain image in the minds of consumers. It
can be a logo, a name, a colour etc. that links itself to a brand in the mind of the consumer.

Brand awareness, A brand is the meaning behind your company’s name, logo ,symbols and
slogans. Having a unique and memorable brand helps you build brand awareness and create a
long-term position in the marketplace is a measure of how well your brand is known within
its target markets.

Brand awareness includes brand recognition and brand recall performance. Brand awareness
refers to the ability of the consumers to correctly differentiate the brand they previously have
been exposed to .Brand recall refers to the ability of the consumers to correctly generate and
retrieve the brand in their memory.

2
BRAND AWARENESS IS A DOMINANT FACTOR IN
PURCHASINGCHOICES

Employing brand awareness as a shopping guide is a strategy applied by consumers in order

to save time and effort which, when dealing with an unknown brand, they would devote to
comparing the products in relation to other attributes, such as quality, packaging and price.
Brand awareness may be therefore interpreted as cognitive simplification, especially when
the product is cheap and easily disposable (food,hygienic and everyday-use products).

Relying on brand awareness is a frequent tactical decision made when buying a product for
the first time. When making subsequent purchases the consumer focuses on the product’s
practical attributes, such as quality, functionality, taste or fragrance. Brand awareness has a
stronger impact on the subsequent purchasing choices, if the product once tried out fulfilled
the consumer’s expectations

Customer satisfaction is measured as satisfaction both with various attributes of the same
product and with the customer’s experience with the company.

High brand recognition translates into customer loyalty. Customer loyalty is stronger if the
customers’ positive associations with the brand and the knowledge they had about a product
before their first contact with it have been confirmed and strengthened with the first purchase.

CONCEPT OF BRAND RECOGNITION

Brand recognition is extent to which a consumer can correctly identify a particular product or
service just by viewing the product or service’s logo, tag line, packaging or advertising
campaign.

CONCEPT OF BRAND RECALL

Brand recall refers to the ability of the consumers to correctly generate and retrieve the brand
in their memory. A brand name that is well known to the great majority of households is also
called as a household name.

3
EFFECTS OF GOOD BRAND RECALL

 The recall of one brand blocks off the other brands from the range of alternatives in
which the consumer makes his/her selection.
 Good brand recall forms the basis for and attractive brand image.
 Brand recall coupled with high customer satisfaction levels translates into customer
loyalty.

IMPORTANCE OF BRAND AWARENESS

1. FIRST STEP-Creating brand awareness is usually the first step in building advertising
objectives. Before you can create a favourable impression or motivate customers to
buy, they have to become aware of your brand and its meaning. Marketing messages
delivered through various media are often used to communicate the brand name and
important messages tied to its products.
2. TOP OF MIND-The highest level of brand awareness is top of mind awareness. This
is when customers think of you first when they need to make a purchase within you
product category. You can build top of mind awareness through repeated exposure
and consistent delivery of a good product or service over time.
3. DIGITAL IMPACT-The importance of brand awareness has become increasingly
significant with the evolution of the Internet and digital technology. The public is
more equipped with mobile and social media tools to communicate quickly about
your brand -- good or bad. This means that establishing a strong reputation for good
products or services, integrity in your business practices and community involvement
are even more critical to long-term success.
4. BUILD EQUITY-Equity is the value of our brand beyond your physical assets like
buildings and equipment. To develop a strong brand equity you have to develop a
strong brand awareness. The more people are aware of you and the stronger your
reputation, the greater your profit potential and overall brand value.

4
 CHAPTER-2

COMPANY PROFILE

5
TATA MOTORS

Tata Motors Limited (formerly TELCO, Tata Engineering and Locomotive Company) is an
Indian multinational automotive manufacturing company headquartered in Mumbai,
Maharashtra, India, and a subsidiary of Tata group. Its products include passenger cars,
trucks, vans, coaches, buses, construction equipment and military vehicles. It is the world’s
17th-largest motor vehicle manufacturing company, fourth-largest truck manufacturer, and
second-largest bus manufacturer by volume.

Tata motors was founded in 1945 as a manufacturer of locomotives , the company

manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz. Tata
Motors entered the passenger vehicle market in 1991 with the launch of the Tata Sierra, In
1998, Tata launched the first fully indigenous Indian passenger car, the Indica , and in 2008
launched the Tata Nano, the world’s cheapest car. Tata Motors acquired the South Korean
truck manufacturer Daewoo Commercial Vehicles Company in 2004 and purchased Jaguar
Land Rover from Ford in 2008

BHASIN MOTORS

BHASIN MOTORS was started in 2006 in Bhilai and later on 2009 a new branch was set up
in Raipur city.Bhasin ventures wasstarted by Mr. Jasmeet Singh Bhasin and Mr. Sukhjinder
Singh Bhasin. Bhasin motors is continuously dedicated and striving for the improvement in
the services of automobile industry.

Bhasin motors is also listed in car dealers tata, car repair and services, car repair and services
tata, car part dealers-tata. Bhasin motors also listed in top 5 automobile dealers in tata group.

Bhasin motors is also won 2 times awards for best sales achievements and customers services
in 2009 and 2011.

MISSION

To provide a new view of pleasure and luxury that brings an unpredictable change in the
development of automobile industry by serving to those who are strived for it.

6
TATA MOTORS

Tata Motors Limited is India's largest automobile company, with consolidated revenues of
INR 1,65,654 crores (USD 32.5 billion) in 2011-12. It is the leader in commercial vehicles in
each segment, and among the top in passenger vehicles with winning products in the
compact, midsize car and utility vehicle segments. It is also the world's fourth largest truck
and bus manufacturer.

The Tata Motors Group's over 55,000 employees are guided by the mission "to be passionate
in anticipating and providing the best vehicles and experiences that excite our customers
globally."

Established in 1945, Tata Motors' presence cuts across the length and breadth of India. Over
7.5 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The
company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune
(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) 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 and Fiat powertrains. The company's dealership, sales, services and
spare parts network comprises over 3,500 touch points.

Tata Motors, also listed in the New York Stock Exchange (September 2004), has emerged as
an international automobile company. Through subsidiaries and associate companies, Tata
Motors has operations in the UK, South Korea, Thailand, Spain, South Africa and Indonesia.
Among them is Jaguar Land Rover, acquired in 2008. In 2004, it acquired the Daewoo
Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened
Tata Daewoo Commercial Vehicles Company has launched several new products in the

7
Korean market, while also exporting these products to several international markets. Today
two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo.
In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and
coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is
being expanded in other markets. In 2006, Tata Motors formed a 51:49 joint venture with the
Brazil-based, Marcopolo, a global leader in body-building for buses and coaches to
manufacture fully-built buses and coaches for India - the plant is located in Dharwad. In
2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant
Company of Thailand to manufacture and market the company's pickup vehicles in Thailand,
and entered the market in 2008. Tata Motors (SA) (Proprietary) Ltd., Tata Motors' joint
venture with Tata Africa Holding (Pty) Ltd. set up in 2011, has an assembly plant in Rosslyn,
north of Pretoria. The plant can assemble, semi knocked down (SKD) kits, light, medium and
heavy commercial vehicles ranging from 4 tonnes to 50 tonnes.

Tata Motors is also expanding its international footprint, established through exports since
1961. The company's commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, South East Asia, South Asia, South
America, CIS and Russia. It has franchisee/joint venture assembly operations in Bangladesh,
Ukraine, and Senegal.

The foundation of the company's growth over the last 66 years is a deep understanding of
economic stimuli and customer needs, and the ability to translate them into customer-desired
offerings through leading edge R&D. With over 4,500 engineers, scientists and technicians
the company's Engineering Research Centre, established in 1966, has enabled pioneering
technologies and products. The company today has R&D centres in Pune, Jamshedpur,
Lucknow, Dharwad in India, and in South Korea, Spain, and the UK.

It was Tata Motors, which launched the first indigenously developed Light Commercial
Vehicle in 1986. In 2005, Tata Motors created a new segment by launching the Tata Ace,
India's first indigenously developed mini-truck. In 2009, the company launched its globally
benchmarked Prima range of trucks and in 2012 the Ultra range of international standard light
commercial vehicles. In their power, speed, carrying capacity, operating economy and trims,
they will introduce new benchmarks in India and match the best in the world in performance
at a lower life-cycle cost.

Tata Motors also introduced India's first Sports Utility Vehicle in 1991 and, in 1998, the Tata
Indica, India's first fully indigenous passenger car.

8
In January 2008, Tata Motors unveiled its People's Car, the Tata Nano. The Tata Nano has
been subsequently launched, as planned, in India in March 2009, and subsequently in 2011 in
Nepal and Sri Lanka. A development, which signifies a first for the global automobile
industry, the Nano brings the joy of a car within the reach of thousands of families.

Tata Motors is equally focussed on environment-friendly technologies in emissions and

alternative fuels. It has developed electric and hybrid vehicles both for personal and public
transportation. It has also been implementing several environment-friendly technologies in
manufacturing processes, significantly enhancing resource conservation.

Through its subsidiaries, the company is engaged in engineering and automotive solutions,
automotive vehicle components manufacturing and supply chain activities, vehicle financing,
and machine tools and factory automation solutions.

Tata Motors is committed to improving the quality of life of communities by working on four
thrust areas - employability, education, health and environment. The activities touch the lives
of more than a million citizens.

9
 MILESTONE ACHIEVED

1945

 Tata Engineering and Locomotive Co. Ltd. (TELCO) was established to manufacture
locomotives and other engineering products.

1948

 Introduction of the Steam road roller, in collaboration with Marshall Sons (UK).

1954

 Collaboration with Daimler Benz AG, West Germany, for manufacture of medium
commercial vehicles.
The first vehicle rolled out within 6 months of the contract.

1959

 R&D centre set up at Jamshedpur.

1961

 Exports begin with the first truck being shipped to Ceylon, now Sri Lanka.

1966

 Engineering Research Centre (ERC) set up at Pune, to provide

impetus to automobile R&D

1971

 Introduction of DI engines.

1977

 First commercial vehicle manufactured in Pune.

1983

 Manufacture of Heavy Commercial Vehicle commences.

10
1985

 First hydraulic excavator produced in collaboration with Hitachi.

1986

 Production of first, indigenously designed, light commercial vehicle (LCV) - Tata

407, followed by Tata 608.

1989

 Introduction of the Tatamobile 206 - 3rd LCV model.

1991

 Launch of the first indigenous passenger vehicle - Tata Sierra.

 1 millionth commercial vehicle sold

 TAC 20 crane produced.

 Roll out of the 1 millionth vehicle.

1992

 Launch of the Tata Estate.

1993

 Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture of
high
horsepower and emission friendly diesel engines.

1994

 Launch of Tata Sumo MUV.

 Launch of LPT 709 - a full forward control, LCV

 Joint venture agreement signed with M/s Daimler - Benz / Mercedes - Benz for
manufacture of Mercedes Benz Passenger cars
in India.

 Joint venture agreement signed with Tata Holset Ltd. (UK) for manufacturing
turbochargers to be used on Cummins engines.

1995

 Launch of Mercedes Benz car E220.

11
1996

 Launch of Tata Sumo deluxe.

1997

 Launch of the Tata Sierra Turbo.

 100,000th Tata Sumo rolled out.

1998

 Tata Safari - India's first sports utility vehicle launched.

 Roll out of the 2 millionth vehicle.

 Launch of India's first fully indigenous Passenger car - Tata Indica.

1999

 115,000 bookings for Indica registered against full payment within a week.

 Commercial production of Indica commences in full swing.

2000

 First consignment of 160 Indicas shipped to Malta.

 Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.

 Indica 2000 (Euro II) with multi-point fuel injection petrol engine launched.

 Launch of CNG buses.

 Launch of the intermediate commercial vehicle – Tata 1109

2001

 Launch of 2nd generation Indica - Indica V2

 2 millionth commercial vehicle sold

 100,000th Indica wheeled out.

 Launch of Tata Indica CNG.

 Launch of the Tata Safari EX

 Exits joint venture with Daimler Chrysler.

2002

12
 Unveiling of the Tata Sedan at Auto Expo 2002.

 Petrol version of Indica V2 launched.

 Launch of the Tata 207 DI.

 200,000th Indica rolled out.

 500,000th passenger car rolled out.

 Launch of the Tata Sumo+ series

 Launch of the India’s first fully indigenous sedan - Tata Indigo.

 Product agreement with MG Rover (UK) for the Tata Indica in Europe.

2003

 Tata Indigo captures 27% markets share in its segment in the first month of its debut
on Indian roads, in January 2003.

 Limited edition of the Tata Safari launched.

 Tata Spacio A1 with enhanced fuel economy and greater torque launched.

 On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata

Motors Limited. 3 millionth vehicle produced.

 Indigo clocks its highest ever sale in a month at 2,664 nos. and the highest ever in a
month by any brand in the entry
mid-size segment post 1996.

 First City Rover rolled out

 135 PS Tata Safari EXi Petrol launched

 Tata SFC 407 EX Turbo launched

2004

 Tata Motors unveils new product range at Auto Expo 2004.

 New Tata Indica V2 launched

 Acquired Daewoo Commercial Vehicle Company

 Tata LPT 909 EX launched

 Sumo Victa launched

13
 Launch of Indigo Marina

 50 years of automotive excellence

 2004 - Indica wins the CSIR (Council of Scientific and Industrial Reasearch)
Diamond Jubilee Technology award

2005

 500,000th Passenger car rolled out

 Tata Indica launched in Turkey.

 Launch of branded buses and coaches - Starbus and Globus

 Launch of the Tata Safari Dicor

 Indica V2 Turbo diesel launched

 Launch of India’s first mini-truck - Tata Ace

 1 millionth passenger car sold

2006

 Indica V2 Xeta launched

 3 millionth commercial vehicle sold

 Passenger car sales in India crosses 1 million mark

 Tata Motors first plant for small car to come up in West Bengal

 Three additional cooperation agreements

with Fiat Group

 Introduction of a new Indigo range

 4 million mark Tata vehicles sold

 Half million vehicles sold in a year

2007

 Launch of the 2007 Tata Indica V2 range

 Roll out of 100,000th Tata Ace

 Launch of Tata Winger

14
 Tata Indica V2 Turbo with dual airbags
and ABS launched.

 Roll-out of the 1 millionth passenger

car of the Tata Indica platform.

2008

 The Tata Indica V2 DICOR launched.

 Launch of Tata Indigo CS (Compact Sedan), world's first sub 4-metre sedan.

 Launch of the Tata Sumo Grande.

2009

 Launch of the Tata Nano

 Jaguar Land Rover's first flagship showroom facility opened at Ceejay House in
Mumbai

 Introduction of new world standard truck range – Tata

 Launch of the next generation Tata Indigo Manza

 Tata Motors acquired the remaining 79% shares in

Hispano Carrocera S. A., Spain.

2010

 Roll out of the 100,000th Tata Safari from the Pune Plant

 Tata Motors sells its 4 millionth commercial vehicle

 Launch of the first Indian 4-wheel drive, Crossover, Tata Aria

 Tata Nano receives the world's oldest and most coveted GOOD DESIGN™ Award
for 2010

 Tata Motors ranks as India's Most Valuable Corporate Brand in The Economic Times'
'India's Most Valuable Brands 2010' Study

2011

 Tata Venture launched

 Launch of Tata Nano 2012

15
  Tata Sumo Gold introduced

 Range Rover Evoque launched in India

 New Tata Indica Vista launched

 Tata Indica eV2 introduced with 25 kmpl mileage

2012

 Tata Motors enters Bangladesh’s new car market

 Tata Ace races through the one-million mark in just 2,680 days

 Launch of Tata Ace in South Africa

ABOUT THE COMPANY

Tata entered the commercial vehicle sector in 1954 after forming a joint venture with
Daimler-Benz of Germany. After years of dominating the commercial vehicle market in
India, Tata Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra,
a multi utility vehicle. After the launch of three more vehicles, Tata Estate (1992; a station
wagon design based on the earlier 'TataMobile' (1989), a light commercial vehicle), Tata
Sumo (1994; LCV) and Tata Safari (1998; India's first sports utility vehicle).

Tata launched the Indica in 1998, the first fully indigenous Indian passenger car. Although
initially criticised by auto-analysts, its excellent fuel economy, powerful engine and an
aggressive marketing strategy made it one of the best selling cars in the history of the Indian
automobile industry. A newer version of the car, named Indica V2, was a major improvement
over the previous version and quickly became a mass-favorite. Tata Motors also successfully

16
exported large quantities of the car to South Africa. The success of Indica played a key role in
the growth of Tata Motors.

In 2004 Tata Motors acquired Daewoo's South Korea-based truck manufacturing unit,
Daewoo Commercial Vehicles Company, later renamed Tata Daewoo.

In 2005, Tata Motors acquired a 21% controlling stake in the Spanish bus and coach
manufacturer Hispano Carrocera. Tata Motors continued its market area expansion through
the introduction of new products such as buses (Starbus & Globus, jointly developed with
subsidiary Hispano Carrocera) and trucks (Novus, jointly developed with subsidiary Tata
Daewoo).

In 2006, Tata formed a joint venture with the Brazil-based Marcopolo, Tata Marcopolo Bus,
to manufacture fully built buses and coaches.

In 2008, Tata Motors acquired the British car maker Jaguar Land Rover, manufacturer of the
Jaguar, Land Rover and Daimler luxury car brands, from Ford Motor Company.

In May 2009 Tata unveiled the Tata World Truck range jointly developed with Tata
Daewoo.Debuting in South Korea, South Africa, the SAARC countries and the Middle-East
by the end of 2009.

Tata acquired full ownership of Hispano Carrocera in 2009.

In 2010, Tata Motors acquired an 80% stake in the Italy-based design and engineering
company Trilix for a consideration of €1.85 million. The acquisition formed part of the
company's plan to enhance its styling and design capabilities.

In 2012, Tata Motors announced it will invest around 6 billion on developing Futuristic
Infantry Combat Vehicles in collaboration with DRDO.

17
VEHICLES OF TATA MOTORS

TATA VISTA TATA MANZA

XENON XT TATA ARIA

TATA SUMO GOLD TATA SAFARI

TATA SAFARI STROME TATA SUMO

GRANDE

TATA VENTURE TATA WINGER

TATA ACE TATA

PICK-UP

18
 TATA TL
TATA ICV

BOARD OF DIRECTOR

Mr. cyrus P. mistry (chairman)

He was appointed as a Director of Tata Motors with effect from May 29, 2012, and as Deputy
Chairman of the Company with effect from November 7, 2012. Mr. Mistry took over as
Chairman from Mr Ratan. N. Tata on his retirement with effect from December 28, 2012.

Mr. Mistry was earlier managing director of the Shapoorji Pallonji group. Under Mr. Mistry’s
guidance, Shapoorji Pallonji’s construction business grew from a turnover of $20 million to
approximately $1.5 billion. The group’s companies have evolved from pure construction to
executing projects under design and build and EPC delivery methodologies, implementing
complex projects in the marine, oil and gas, and rail sectors. Under Mr. Mistry’s stewardship,
the companies executed many landmark projects in India — construction of the tallest
residential towers, the longest rail bridge, the largest dry dock and the largest affordable
housing project. The group’s international construction business is now present in over 10
countries.

Mr. Ravi Kant ( vice-chairman)

Mr. Kant was also employed with Kinetic Engineering Limited and Hawkins Cookers
Limited. Mr. Kant has been with the Company since July 2000 as the Executive Director
(Commercial Vehicle Business Unit) and as Managing Director of the Company since July
2005. Upon retiring from his Executive position on June 1, 2009. Mr. Ravi Kant continues to
be on the Company’s Board of Directors as Vice-Chairman.

19
Mr. Nusli N. wadia

He is also the Chairman/Trustee of various charitable institutions and non-profit

organisations. Mr. Wadia has been on the Company's Board since December 1998.

Mr. S. M . Palia.

He was also the Managing Director of Kerala Industrial and Technical Consultancy
Organisation Limited, set up to provide consultancy services to micro enterprises and small
and medium enterprises. Mr. Palia is on the Boards of various companies in the industrial and
financial service sectors and is also actively involved as a trustee in various NGOs and
Trusts.

He was appointed as a Director of the Company w.e.f. May 19, 2006.

Dr. R. A . Mashlekar

Dr. Mashelkar is an eminent chemical engineering scientist having recently retired from the
post of Director General from the CSIR, the largest chain of industrial research and
development institutions in the world with about 38 laboratories and about 20,000 employees.
During his tenure at CSIR for over 11 years, his leadership transformed CSIR into a user
focused, performance driven and accountable organisation.

Dr. Mashelkar is the President of Indian National Science Academy (INSA), National
Innovation Foundation, Institution of Chemical Engineers, UK and Global Research Alliance,
a network of 60,000 scientists from five continents and has been honored with honorary
doctorates from 26 universities, including Universities of London, Salford, Pretoria,
Wisconsin and Delhi.

Dr. Mashelkar has also been elected as Fellow / Associate of Royal Society (FRS), London,
National Academy of Science (USA) in 2005, US National Academy of Engineering (2003),
Royal Academy of Engineering, UK (1996) and World Academy of Art & Science, USA
(2000). Dr. Mashelkar has won over 50 awards and medals at national and international
levels, including the JRD Tata Corporate Leadership Award and the Stars of Asia Award
(2005).

In the post liberalised India, Dr. Mashelkar through leadership of various organisations/
Government Committees has propagated a culture of innovation and balanced intellectual

20
property rights regime and played a critical role in shaping India's S&T policies. The
President of India honored D.r Mashelkar with the Padmashri (1991) and the Padmabhushan
(2000).

He was appointed as a Director of the Company w.e.f. August 28, 2007.

Mr. Nasser Munjee

Mr. Munjee holds a Bachelor's degree and a Master's degree from the London School of
Economics, UK. His journey in financial sector began with HDFC where he served for over
20 years at various positions including as its Executive Director. He was the Managing
Director of Infrastructure Development Finance Co. Ltd. (IDFC) up to March 2004. Presently
he is the Chairman of Development Credit Bank (DCB) since June 2005 and is also on the
Board of various Multinational Companies and Trusts. Mr. Munjee has deep interest for rural
development, housing finance, urban issues, specially the development of modern cities and
humanitarian causes. Mr. Munjee is a Technical Advisor on the World Bank-Public Private
Partnership Infrastructure and Advisory Fund. He is also associated with several public and
private institutions as Chairman and Member of the Board or Trustee.

Mr. Subodh Bhargava

Mr. Subodh Bhargava holds a degree in Mechanical Engineering from the University of
Roorkee and retired from Eicher Group of Companies as Group Chairman and Chief
Executive in March 2000. He was the past President of the Confederation of Indian
Industry(CII) and the Association of Indian Automobile Manufacturers; and the Vice
President of the Tractor Manufacturers Association. He was also a member of the Insurance
Tariff Advisory Committee, the Economic Development Board of the Government of
Rajasthan. He has held various prominent positions on various Chambers/Associations in the
field of research in engineering and technology; and technical and management education and
is currently associated as a Director of several Indian corporates, including Tata
Communications Limited and Tata Steel Limited.

He was appointed as a Director of the Company w.e.f. June 27, 2008.

Mr. V K Jairath

21
Mr. V K Jairath holds Bachelor of Arts Degree in Public Administration and Bachelor of
Laws Degree, both, from the Punjab University, Masters in Economics from the University of
Manchester, U K and joined Indian Administrative Service in 1982.

Mr. Jairath served as the Principal Secretary (Industries), Government of Maharashtra before
he took voluntary retirement from Government Services on March 31, 2008. He is presently
providing Consultancy and Advisory Services on Legal, Financial and Regulatory issues
related to Infrastructure Development and Industrial Investment to a US based fund and some
European Manufacturing Companies.

Mr. Jairath has over 25 years of experience in public administration, rural development,
poverty alleviation, infrastructure, finance, industry, urban development, environmental
Management and a touch of the private sector occupying various important positions in the
Government of India and the State Government of Maharashtra.

He has held various positions as the Managing Director of SICOM, Secretary to the Governor
of Maharashtra, Municipal Commissioner of Kolhapur, Collector of Wardha, besides being
an Independent Director on the Boards of Public Sector Companies and Banks. He is
currently on the Boards of Maharashtra Airport Development Company and Avantha Power
and Infrastructure Limited.

He was appointed as a Director of the Company w.e.f. March 31, 2009.

Dr. Ralf speth

Dr. Ralf Speth was appointed to the post of Chief Executive Officer at Jaguar Land Rover on
February 18, 2010. He is on the Board of Jaguar Land Rover Limited, UK and is also the
Chairman and Chief Executive Officer of the two wholly-owned subsidiary companies,
Jaguar Cars Limited and Land Rover in UK.

Dr. Speth earned a Doctorate of Engineering in Mechanical Engineering and Business

Administration from Warwick University. Gaining a degree in Engineering from Rosenheim
University, Germany, Dr. Speth worked as a Business Consultant for a number of years
before joining BMW in 1980.

Prior to this appointment, Dr. Speth was Head of Global Operations at the International
Industrial Gases and Engineering Company.

22
Mr. Karl slym ( Managing Director)

Mr. Karl Slym joined Tata Motors as the Managing Director in 2012. He leads all operations
of Tata Motors in India and international markets.

Before joining Tata Motors, Mr Slym was the Executive Vice President & Board Member,
SGMW Motors, China (a General Motors Joint Venture), prior to which he was President,
Managing Director and Board Member of General Motors in India. For over two
decades, Mr. Slym has been with Toyota and General Motors in various positions across
geographies.

Mr. Ravindra Pisharody (Executive Director and Head, Commercial Vehicles Business Unit)

Mr. Ravindra Pisharody is the Executive Director - Commercial Vehicles Business Unit and
has been with Tata Motors since 2007. He is also a member on the board of Tata International
Ltd., Tata Motors Finance Ltd., Tata Hispano, Tata Motors Thailand Ltd., and is also the
Chairman of Tata Daewoo Commercial Vehicles, South Korea

Mr. Pisharody is an alumnus of IIT, Kharagpur and IIM, Kolkata.

Mr. Satish Borwankar started his career with Tata Motors in 1974, as a Graduate Engineer
Trainee and currently is the Executive Director - Quality.

He has worked in various executive positions, for overseeing and implementing product
development, manufacturing operations and quality control initiatives of the Commercial
Vehicles Business Unit. He has played a significant role in setting up greenfield projects of
the company.

23
CUSTOMER BEHAVIOUR

The main aim of marketing is meet and satisfy target customers needs and wants buyer
behavior refers to the people organization conduct activities and together with the impact
of various influences on them towards making decision on purchase of product and service
in the market. The field of consumer behavior studies how individuals, groups and
organizations select, buy, use and dispose of goods, services, ideas and experience to satisfy
their needs and desire understanding consumer behavior and knowing customer is never
simple. The wealth of product and services produce in a country makes our economy
strong. The behavior of human being during the purchase is being termed as “Buyer
Behaviour”. Customer says one thing but do another thing. They may be not intouch with
their deeper motivation. They are responding influences that change their mind at the last
minute. A buyer makes take a decision whether save or spend money.

DEFINATION OF BUYER BEHAVIOUR:-

Buyer behavior is “all psychological, social and physical. Behaviour of potiential customers
as they become aware of evaluate, purchase, consume and tell others about product and
service.

CUSTOMER BUYING DECISION PROCESS

There are following five stages in consumer buying decision process.

 PROBLEM IDENTIFICATION:-

The buying process starts when a customer recognize a problem or need. The need
can be triggered by internal or external stimuli. Marketers need to identify the
circumstances that triggers a particular need. By gathering information by number
of consumers, marketers can identify the most frequent stimuli that spark an

24
 interest in a product category. They can then develop marketing strategies that
triggers consumer inter

INFORMATION SEARCH:-

Consumer tries to collect information regarding various product and service. Through
gathering information, learns about completing their brands and their features.
Informations may be collected through magazines, catalogues, telephone directory,
tradefair etc. Marketers should find out the source of information and their relative degree
of importance to the consumer.

PERSONAL SOURCE:-

Family, friends, neighbours, as quittances.

COMMERCIAL SOURCE:-

Advertising, sale person, dealers packaging, displace.

PUBLIC SOURCE:-

Mass media, consumer, rating organization.

EXPERIMENTAL SOURCE:-

Handling, examine using the product.

 EVALUTION OF ALTERNATIVE:-

Their is no single process used by consumers by one consumer in all buying situation.
There is several first, some consumer process, some basic concepts are:

First the consumer is trying to satisfying need.

Second the consumer is looking for certain benefits from the product solution.

The marketers must know which criteria the customer will use in the purchase
decision.

25
  CHOICE OF PURCHASING DECISION:-

From among the purchase of alternatives the consumer makes the solution. It may
be to buy or not to buy. The other additional decisions are:-

Which type of car he must buy?

From whom do you buy a car?

How the payment must be made? And so on.

The marketer upto this stage has tried every means to

influence. The purchase behavior, but the choice is properly consumers. In the
evalution stage the consumer form preference among the brands in the choice set.
The consumers may also form any intension to but the most preferred brand.

 POST PURCHASE BEHAVIOR:-

After purchasing the product, the consumer will experience the same level of
product. The marketers job not end when the product is buying must monitor post
purchase satisfaction, post purchase action, post purchase use and disposal.

 POST PURCHASE SATISFACTION:-

The customer, satisfaction is a function of closeness between the buyers,

expectations and the product perceiver performance. The larger the gap between
the expectation and performance, the greater the consumer dissatisfaction.

Post purchase Use or Disposal;-

The market should also monitor new buyer use and dispose of the product.

If

The consumer store the product in a close, the product is probity not very satisfying. If the
consumer throws the product away, the marketer needs to know

How they dispose of it especially it can dispose of it can be hurt the environment

CHARCTERSTICS OF BUYER BEHAVIOUR

26
The chief characteristics of buyer behavior are as follows:-

 It contains and medical and physical activates which consumers undertake to get
goods and services and obtain satisfaction from them.

 It contain both observable activities such as walking through the market to examine
merchandise and marketing a purchase and mental activities such as forming
attitudes, perceiving material and learning to prefer particular brands.

 Consumer behavior are very complex and dynamic to consultancy changing, and
therefore management needs to adjust with the change otherwise market may be
lot.

27
 CHAPTER-3

RESEARCH METHODOLOGY

28
Research Methodologyis a way to solve the research problem in a systematic manner. It is
the science, which tells the method for doing research, it mainly consist following main steps.

1) Developing Research Design.

2) Determine the data collection method.
3) Conducting fieldwork.
4) Developing a sampling plan.

RESEARCH DESIGN
A research design is a preconceived scheme or blue print followed in completion of
the formal investigation. It provides the framework within which the researcher is to work.
The formulation of sound research design is dependent on the problem identified. It mainly
calls for decision on research approaches.

RESEARCH APPROACHES
Research is basically of two types -
1) Exploratory.
2) Descriptive

DESCRIPTIVE RESEARCH -
My research is a descriptive type of research which includes:-

DATA COLLECTION METHOD

Primary Data: Data collected through questionnaire.
Secondary data: Data collected through internet.

TYPES OF DATA-
There are mainly two types of data.

1. Primary data.
2. Secondary data.

29
PRIMARY DATA
Primary data is information that you collect specifically for the purpose of your
research project. The data is directly collected by the researcher from the field. These are
latest data and hence reliable.

SECONDARY DATA
It is the data which has already been collected by someone else and has been passed
through the statistical process and which is applicable or usable in the study researcher has
presently undertaken. These data provide both published and unpublished information which
is readily available with the external parties.

METHOD OF DATA COLLECTION

Questionnaire method is adopted by researcher.

QUESTIONNAIRE METHOD
This method refers to the method which requires obtaining the needed information
from the respondents for the purpose of understanding and predicting some aspect of
behavior of population of interest.
A questionnaire is a research instruments consisting of a series of questions and other
prompts for the purpose of gathering information from respondents. Although they are often
designed for statistical analysis of the responses, this is not always the case.
In project data is collected through questionnaire method.

SAMPLING PLAN -
A sampling plan is a plan which determines the type of respondents and their number
from whom researcher has to collect the data. This plan calls for four decision.
1) Sampling Unit-AUTOMOBILE CUSTOMERS
2) Sampling size-50 respondents
3) Medium for collecting sample-Questionnaire
4) Sampling Procedure-Random Sampling

30
DATA COLLECTION METHOD
The relevant data and information for the survey was collected through both primary source
as well as secondary source. The primary data were collected directly from the organization’s
employees. Secondary source includes books, magazines as well as reports available in the
department and internet

QUESTIONNAIRE FOR RESPONDENTS

Questionnaire consist of a balanced number of close ended and open ended questionnaire
mainly of multiple choices and scaling technique for some where it’s necessary.

OBJECTIVES OF THE STUDY

The following are the objectives of the study-
1. To know the awareness about Tata Motors of the prospective customers.
2. To know the awareness of the customers about the policies and offers of the company.
3. To study the effectiveness of their advertisement strategy.
4. To study the customer’s perception about the features of the cars.

31
 CHAPTER-4

ANALYSIS OF DATA

32
Q1. Do you have car?

Options No. of respondent

Yes 50

No 0

Car users

50

40

30

20

10

YES
NO

INTERPRETATION

In the above research all the respondents have cars.

33
Q2. Which car you have?

Option No. of respondent

TATA MOTORS 26

MARUTI SUZUKI 5

HYUNDAI 5

ANY OTHERS 14

30
26 CAR
25
CURRENTLY
20
USING

15 14

10

5 5
5

0
TATA MOTORS
MARUTI SUZUKI
HYUNDAIANY OTHER

INTERPRETATION
Most of respondents are currently using Tata Motors, A few of them are currently using
Maruti Suzuki and Hyundai , and some of them are using other cars.

34
Q3 Have you heard about TATA MOTORS?

Options- No. of respondents

Yes 40

No 10

heard about tata motors

60

50

40

30

20

10

0
yes no

INTERPRETATION
Many of the respondents have heard about tata motors.

35
Q4.What rating you will give to Tata Motors?

Options No. of respondent

Poor 5

Good 35

Excellent 10

Rating by prospective customers

35

30

25

20

15

10

0
Poor Good Excellent

INTERPRETATION

Most of the respondents rates good, some of them rates excellent, and a few of
them rates poor.

36
Q5.Which model of our car are you aware of?

Option No. of respondent

Zest 8

Indigo 17

Safari 5

Tiago 20

Awareness about cars

20
18
16
14
12
10
8
6
4
2
0
zest indigo safari tiago

INTERPRETATION
Many of the respondents are aware about tiago and indigo, some are aware about zest and a
few are aware about safari.

37
Q6.Which feature of our car you may prefer?

Option No. of respondent

High tech engine 15

Interior design 30

Power and Eco mode drive 5

Features preffered
35

30

25

20

15

10

0
high tech engine interior hatchback

INTERPRETATION
Most of the respondents prefer interior, some of them prefer high tech engine, and a few
prefer power and eco mode drive as a feature of a car.

38
Q7. Can you tell me the name of the personality who endorses our products?

Option No. of respondent

Sachin Tendulkar 0

Lionel Messi 50

Awareness aboutbrand ambassador

50

40

30

20

10

sachin
Messi

INTERPRETATION
All the respondents are aware of the brand ambassador of tata motors.

39
Q8.Do you know other brands of cars?

Option No. of respondent

Maruti Suzuki 28

Hyundai 10

Honda 5

Toyota 5

Chevrolet 2

Competitor
30

25

20

15

10

0
Maruti Suzuki Hyundai Honda Toyota Chevrolet

INTERPRETATION
Most of them are aware of MarutiSuzuki,some of them are aware of Hyundai, and a few of
them are aware of Honda, Toyota and Chevrolet.

40
Q9.From where you know about our cars?

Option No. of respondent

Exhibitions 4

Showrooms 18

Sales Representatives 7

Newspaper and Magazines 21

know about tata motors

25

20

15

10

0
Exhibitions Showrooms Sales representatives Newspaper

INTERPRETATION
Most of the respondents came to know about tata motors from other sources and showrooms,

Some of them from through sales representatives and a few of them through exhibitions.

41
CHAPTER 5
FINDINGS

42
 FINDINGS

1. On an average most of the respondents are aware of tata motors and a few of them are
not.
2. The present customers are not satisfied with the post sales services of Bhasin Motors
3. The respondents are aware of new models launched by the company.
4. The respondents are aware of the offers of Bhasin Motors.
5. The respondents consider interior as an important feature of the perfect car.
6. Most of the car Maruti Suzuki as a competitor of Tata Motors .
7. Most of the respondents are aware of cars through newspapers, and showroom visits.
8. Most of the respondents likes to purchase cars on installments bases.

43
 CHAPTER 6
CONCLUSION, LIMITATIONS
AND RECOMMENDATIONS

44
 CONCLUSION
The overall conclusion that comes out of project is respondents are aware of Tata Motors
because of the following reasons –

1. The customers are aware of Bhasin Motors’ offers and policies.

2. Bhasin motors create a good image in the automobile industry.
3. The sales department always tries to satisfy the customers.
4. The present users suggest others to purchase tata motors’ cars.
5. The advertisement strategy is good enough to convey the advertising message to the
target customers.

45
 LIMITATIONS

 The customers were not willing to answer the questions.

 The Sales team is not cooperative.
 Organization did not disclose full information.
 Some of the respondents may not provide reliable data.

46
 RECOMMENDATIONS
 Provides more financial aids to the customers.
 Provide more offers to attract more customers.
 Increase in numbers of salespersons to deal with the customers.
 Provide better after sales services to the present customers.

47
APPENDICES

48
BIBLIOGRAPHY

BOOKS:

 KOTLER PHILIP (13th Edition) Marketing management.

 Kothari C.R., Research Methodology, New Age International Publication Pvt.Ltd.,
1982, second Edition

WEBSITES:

 www.bhasinmotors.com
 www.tatamotors.com
 www.salesteambhasinventurescg.nic.in

49
 QUESTIONAIRE

Name-
Age –
Address-
1) Do you have car?
a) Yes b)No

2) Which car you have?

a) Maruti Suzuki
b) Tata Motors
c) Hyundai
d) Any others

3) Do you heard aboutabout Tata Motors?

a) Yes
b) No
4) What rating you will give to Tata Motors ?
a)Excellent
b)Good
c)Poor

5) Which model of our cars are you aware of ?

a) Zest
b) Indigo
c) Safari
d) Tiago

6) Which feature of our car you may prefer?

a) High tech engine
b) Interior
c) Power and eco mode

50
7) Can you tell me the name of the personality who endorses our products?
a) Sachin Tendulkar
b) LionolMessi

8) Do you other brand of cars ?

a) Maruti Suzuki
b) Hyundai
c) Honda
d) Toyota
e) Chevrolet

9) From where you know about tata cars?

a) Exhibitions
b) Showrooms
c) Sales representatives
d) Newspapers and Magazines

51