Parvind Gautam

RESEARCH REPORT
ON
“CONSUMER BUYING BEHAVIOUR TOWARDS”
SUBMITTED TOWARDS PARTIAL FULFILLMENT
OF
MASTERS OF BUSINESS ADMINISTRATION

2017 – 2019
SUBMITTED TO: SUBMITTED BY:
MR. VIVEK SETH PARVIND GAUTAM
(ASST. PROFESSOR) MBA- 3RD Sem.
RAJ SMS, VARANASI ROLL NO; 1774770016
AFFILITED TO APJ. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW UP, INDIA
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DECLARATION
I hereby declare that the project report entitled “CONSUMER BUYING BEHAVIOR TOWARDS
TATA MOTORS ” submitted for the Master of Business Administration is my original work and
the Research Project Report has not formed the basis for the award of any degree, diploma,
associated, or other similar title.
PARVIND GAUTAM
MBA 3rd SEM
ROLL NO: 1774770016
PLACE:
Date
-------------------------
Signature
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ACKNOWLEDGEMENT
Progress in life, business or any projects comes through taking initiatives & continuing to
progress on new concepts & ideas. The original momentum is not enough to keep you moving
forward. Your progress will grit to halt unless you refill your engine for inspiration with fuel of
fresh ideas with enthusiasm & proper guidance. Accomplishment requires the effort of many
people and this work is no different. I would like to thank all those who helped me directly or
indirectly and whose diligent efforts made this project possible.
I would like to thanks MR. RAHUL SINGH (Director) and MISS PRATIBHA SHARMA HOD
(MBA) ,RAJ SCHOOL OF MANAGEMENT & SCIENCES SISWA BABATPUR VARANASI to give me
the inspiration and support in research report.
I am grateful to My project guide ASST. PROF. MR. VIVEK SETH (Faculty) of RAJ SCHOOL OF
MANAGEMENT & SCIENCES SISWA BABATPUR VARANASI for creating a conducive environment
in the institute for a purposeful education.
I also take this opportunity to express my profound gratitude to all those respondents who made
this project successful by cooperating with me.
Last but not the least; I would like to thank my parents and colleagues for their kind support.
(PARVIND GAUTAM)
MBA
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CONTENTS
Chapter 1 – Introduction
1.1. Overview of Industry as a whole
1.2. Profile of the Organization
1.3. Growth of the Organization
1.4. S.W.O.T Analysis of the Organization
Chapter 2 – Literature review
1.1 Consumer buying behaviour
1.2. Consumer decision making
1.3. Consumer Perception
1.4. Types of Consumer Behaviour
Chapter 3 - Objective & Methodology
2.2. Objectives
2.3. Limitation
2.4. Scope of the study
2.5. Research methodology
Chapter 4 - Data Analysis
Chapter 5 - Findings and Recommendations
ANNEXURES:
BIBLIOGRAPHY
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CHAPTER 1.
INTRODUCTION
1.1 Overview of Indian Automobile Industry
The automotive industry in India grew at a computed annual growth rate
(CAGR) of 11.5 percent over the past five years, the Economic Survey 2008-
09 tabled in parliament on 2nd July’09 said.
The industry has a strong multiplier effect on the economy due to its deep
forward and backward linkages with several key segments of the economy, a
finance ministry statement said.
The automobile industry, which was plagued by the economic downturn
amidst a credit crisis, managed a growth of 0.7 percent in 2008-09 with
passenger car sales registering 1.31 percent growth while the commercial
vehicles segment slumped 21.7 percent.
Indian automobile industry has come a long way to from the era of the
Ambassador car to Maruti 800 to latest TATA nano. The industry is highly
competitive with a number of global and Indian companies present today. It
is projected to be the third largest auto industry by 2030 and just behind to
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US & China, according to a report. The industry is estimated to be a US$ 34
billion industry.
Indian Automobile industry can be divided into three segments i.e. two
wheeler, three wheeler & four wheeler segment. The domestic two-wheeler
market is dominated by Indian as well as foreign players such as Tata cars
MAHINDRA, MAHINDRA CARS Auto, MAHINDRA Motors, TVS
Motors, and Suzuki etc. Maruti Udyog and Tata Motors are the leading
passenger car manufacturers in the country. And India is considered as
strategic market by Suzuki, Yamaha, etc. Commercial Vehicle market is
catered by players like Tata Motors, Ashok Leyland, Volvo, Force Motors,
Eicher Motors etc.
The major players have not left any stone unturned to be global. Major of the
players have got into the merger activities with their foreign counterparts.
Like Maruti with Suzuki, Tata cars with MAHINDRA, Tata with Fiat,
Mahindra with Renault, Force Motors with Mann.
Key Facts:
• India ranks 12th in the list of the worlds top 15 automakers
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• Entry of more international players
• Contributes 5% to the GDP
• Production of four wheelers in India has increased from 9.3 lakh units in
2002-03 to 23 lakh units in 2007-08
• Targeted to be of $ 145 Billion by 2016
• Exports increased from 84,000 units in 2002-03 to 280,000 units in 2007-
08
The key players like Hindustan Motors, Maruti Udyog, Fiat India Private
Ltd, Tata Motors, MAHINDRA CARS Motors, Tata cars Motors, Ashok
Leyland, Mahindra & Mahindra have been dominating the vehicle the
customers’ needs to a large extent.
Not only the Indian companies but also the international car manufacturing
companies are focusing on compact cars to be delivered in the Indian
market at a much smaller price. Moreover, the automobile companies are
coming up with financial schemes such as easy EMI repayment systems to
boost sales.
There have been exhibitions like Auto-expo at Pragati Maidan, New Delhi
to share the technological advancements. Besides, there are many new
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projects coming up in the automobile industry leading to the growth of the
sector.
The Government of India has liberalized the foreign exchange and equity
regulations and has also reduced the tariff on imports, contributing
significantly to the growth of the sector. Having firmly established its
presence in the domestic markets, the Indian automobile sector is now
penetrating the international arena. Vehicle exports from India are at their
highest levels. The leaders of the Indian automobile sector, such as T ata
Motors, Maruti and Mahindra and Mahindra are leading the exports to
Europe, Middle East and African and Asian markets.
The Ministry of Heavy Industries has released the Automotive Plan 2006-
2016, with the motive of making India the most popular manufacturing hub
for automobiles and its components in Asia. The plan focuses on the
removal of all the bottlenecks that are inhibiting its growth in the domestic
as well as international arena.
Top Ten Players in Indian Automobile Sector
1. Maruti Suzuki India
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2. Tata cars Motors Limited
3. Tata Group
4. MAHINDRA CARS Auto Limited
5. Mahindra Group
6. Ashok Leyland
7. Yamaha Motor India
8. Hyundai Motors India Limited
9. Toyota Kirloskar Motor Private Limited
10. MAHINDRA Siel Cars India Limited
1.2 PROFILE OF THE ORGANIZATION
TATA MOTORS LIMITED
Tata Motors Limited is India's largest automobile company, with
consolidated revenues of Rs.70, 938.85 crores (USD 14 billion) in 2008-09.
It is the leader in commercial vehicles in each segment, and among the top
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three in passenger vehicles with winning products in the compact, midsize
car and utility vehicle segments. The company is the world's fourth largest
truck manufacturer, and the world's second largest bus manufacturer.
The company's 24,000 employees are guided by the vision to be "best in
the manner in which we operate best in the products we deliver and best in
our value system and ethics."
Established in 1945, Tata Motors' presence indeed cuts across the length
and breadth of India. Over 4 million Tata vehicles ply on Indian roads,
since the first rolled out in 1954. The company's manufacturing base in
India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra),
Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad
(Karnataka). Following a strategic alliance with Fiat in 2005, it has set up
an industrial joint venture with Fiat Group Automobiles at Ranjangaon
(Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The
company is establishing a new plant at Sanand (Gujarat). The company's
dealership, sales, services and spare parts network comprises over 3500
touch points; Tata Motors also distributes and markets Fiat branded cars in
India.
Tata Motors, the first company from India's engineering sector to be listed
in the New York Stock Exchange (September 2004), has also emerged as
an international automobile company. Through subsidiaries and associate

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companies, Tata Motors has operations in the UK, South Korea, Thailand
and Spain. Among them is Jaguar Land Rover, a business comprising the
two iconic British brands that was 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 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 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 and
select international markets. 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. The
new plant of Tata Motors (Thailand) has begun production of the Xenon
pickup truck, with the Xenon having been launched in Thailand in 2008.
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,

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the Middle East, South East Asia, South Asia and South America. It has
franchisee/joint venture assembly operations in Kenya, Bangladesh,
Ukraine, Russia, Senegal and South Africa.
The foundation of the company's growth over the last 50 years is a deep
understanding of economic stimuli and customer needs, and the ability to
translate them into customer-desired offerings through leading edge R&D.
With over 3,000 engineers and scientists, the company's Engineering
Research Centre, established in 1966, has enabled pioneering technologies
and products. The company today has R&D centers in Pune, Jamshedpur,
Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was
Tata Motors, which developed the first indigenously developed Light
Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the
Tata Indica, India's first fully indigenous passenger car. Within two years
of launch, Tata Indica became India's largest selling car in its segment. In
2005, Tata Motors created a new segment by launching the Tata Ace,
India's first indigenously developed mini-truck.
In January 2008, Tata Motors unveiled its People's Car, the Tata Nano,
which India and the world have been looking forward to. The Tata Nano
has been subsequently launched, as planned, in India in March 2009. A
development, which signifies a first for the global automobile industry, the
Nano brings the comfort and safety of a car within the reach of thousands
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of families. The standard version has been priced at Rs.100, 000 (excluding
VAT and transportation cost).
Designed with a family in mind, it has a roomy passenger compartment
with generous leg space and head room. It can comfortably seat four
persons. Its mono-volume design will set a new benchmark among small
cars. Its safety performance exceeds regulatory requirements in India. Its
tailpipe emission performance too exceeds regulatory requirements. In
terms of overall pollutants, it has a lower pollution level than two-wheelers
being manufactured in India today. The lean design strategy has helped
minimize weight, which helps maximize performance per unit of energy
consumed and delivers high fuel efficiency. The high fuel efficiency also
ensures that the car has low carbon dioxide emissions, thereby providing
the twin benefits of an affordable transportation solution with a low carbon
footprint.
In May 2009, Tata Motors introduced ushered in a new era in the Indian
automobile industry, in keeping with its pioneering tradition, by unveiling
its new range of world standard trucks called Prima. 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.
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Tata Motors is equally focused 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, construction equipment manufacturing, automotive
vehicle components manufacturing and supply chain activities, machine
tools and factory automation solutions, high-precision tooling and plastic
and electronic components for automotive and computer applications, and
automotive retailing and service operations.
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.
The company's support on education and employability is focused on youth
and women. They range from schools to technical education institutes to
actual facilitation of income generation. In health, our intervention is in
both preventive and curative health care. The goal of environment
protection is achieved through tree plantation, conserving water and
creating new water bodies and, last but not the least, by introducing
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appropriate technologies in our vehicles and operations for constantly
enhancing environment care.
With the foundation of its rich heritage, Tata Motors today is etching a
refulgent future.
HISTORY OF TATA MOTORS
The Company was incorporated on 1st September 1945 at Mumbai to
manufacture diesel vehicles for commercial use, excavators, industrial
shunter, dumpers, heavy forgings and machine tools. The commercial diesel
vehicles which were known `Tata Mercedes Benz' (TMB) is now called
`Tata' vehicles after the expiry of the collaboration agreement with Daimler-
Benz AG, West Germany.
In 1960 the company's name, which was Tata Locomotive & Engineering
Company Ltd. was changed to Tata Engineering & Locomotive Company
Ltd. In the year 1987 the company undertook to set up a new forge shop, a
high output foundry line, a new paint shop as well as augmentation of engine
and gearbox manufacturing facilities, all at Jamshedpur
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In 1991 during the year the company entered into a collaborative agreement
with an internationally renowned engine research and development
organization to jointly develop higher horsepower, fuel efficient diesel and
petrol engines to meet the future requirements of the company. The last
quarter saw the company launching two new passenger vehicles, the
SIERRA and the ESTATE totally designed and manufactured in India. The
company acquired a BIFR company, M/s Noduron Founders Maharashtra
Ltd. The total cost for Telco worked out to Rs.18 crores as against setting up
of similar critical castings foundry. During the year company launched new
earth moving equipment TWK-3036 Tata Front End Wheel Loader. Two
new models in the EX series of hydraulic excavators were launched. A 10
tonne pick and carry articulated crane, designed and developed in-house was
also introduced. During the year company entered into an agreement with
Nachi-Fujikoshi Corporation, Japan to manufacture arc and spot welding
robots suitable for automobile manufacturing applications. During the year,
company undertook to set up a joint venture with Asian Glass Co. Ltd.,
Japan to manufacture float glass to be used as wind shields for automobiles.
ACC along with Tata Exports Ltd. participated in the joint venture. The joint
venture named as Floathlass India Ltd., the Company would have a stake of
16.33%. Tata Cummins Ltd., Mercedes-Benz (India) Ltd., Tata Holset Ltd.,
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Tata Precision Industries, Singapore and Nita Company Ltd., are the joint
Ventures of the
Company
Taking advantage of the broad banding policy announced by the
Government of India, the Company entered into a collaboration agreement
with MAHINDRA Motor Co. Ltd., Japan, for the manufacture of their
`ACCORD' model of cars in India. On 22nd April, an agreement was entered
into between Daimler-Benz AG and Mercedes Benz AG, Germany to setup a
joint venture company Mercedez-Benz India to manufacture `E' class
paneyer cans and engines in India.
During the year 1995 a new double pick-up and Army Version of various
Telco Vehicles were developed. A new petro engine and turbo diesel engine,
an up-graded 709 LCV, new sports utility vehicle Safari expected to be
launched shortly. A 25 tonne 6 X 2 truck and a bus with cummins engine
were launched.
Tata Engineering and Locomotive Company (TELCO), has acquired a
second hand paint shop, machine line and cylinders from the Australian unit
of the Japanese auto giant, Nissan. TELCO is believed to have picked up the
unit for Rs. 70 crore. The total cost of import duty would be Rs 100 crore.
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During the year a machine tool division was expanded so as to double its
machine building capacity and significantly reduce production times.
The Company has launched "TATA SAFARI" in its Multi utility vehicle
segment. Tata Holset's turbo charger plant inaugurated on November 25,
1996.
In 1997, the Tata Engineering and Locomotive Company Ltd. (TELCO)
have emerged as numerous uno in the Review 200 survey conducted by the
Far Eastern Economic Review in association with Citi Bank. The Company
introduced a 9-tonne vehicle which was well received in the market. A 40
tonne tractor trailer powered by a Tata Cummins Engineering was
introduced. The Company developed a low floor bus chassis to meet the
specific needs of urban transport. The Company signed a new agreement
with Hitachi for manufacture of upgraded versions of existing range of
excavators.
The year 1998- Tata Engineering and Locomotive Company Ltd (Telco)
announced a tie-up with Tata Finance Ltd and ANZ Grindlays Banks as the
official financiers for its small car "Indica" to be launched in December.
Tata Engineering Locomotive Company Ltd (Telco) sold its construction
equipment business into a new subsidiary company, Telco Construction
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Equipment Company Ltd. The Company in its small car segment has
launched "Tata Indica" which evoked an overwhelming response in the
Indian market. A new range of cummins engine powered vehicle which
include a 35 tonne and a 40 tonne articulated truck and two variants of buses.
To make substantial improvement in the quality of bus bodies available with
TATA vehicles, the Company encouraged collaboration between Fuji Heavy
Industries of Japan and the Automobile Corporation of Goa. The new project
undertakes production of bodies on TATA chassis, conforming to the most
exacting international standards. Concorde Motors Ltd., a Joint Venture
between Tata Engineering and Jardine International Motors (Mauritius) Ltd.
was appointed as dealer for the Company's passenger cars in several cities
across the country, in Feb 1998.
The year 1999-Telco became the first Indian manufacturer to offer
commercial vehicles meeting euro-I emission norms, a year before they are
due to be introduced in the country. It is proposed to make TCECL a one-
stop shop for construction equipment and earthmoving machinery. In Oct
1999, the Company won the National award for R&D Efforts in
Development of Indigenous Technology in the Mechanical Engineering
Industries Sector instituted by Department of Scientific and Industrial
Research, Ministry of Science and Technology for the year 1999. SKF
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Bearings India Ltd has signed an agreement with Telco to supply hub
bearings for its latest model
Tata Indica.
2000 saw the Company working towards introducing two new petrol-driven
variants of its small car Indica, powered by a multi-point fuel injection
engine. The Company launched the Indica 2000, the Euro II Complaint, 75
BHP multi-point fuel injection (MPFI) version of Indica. The Company has
won the National Technology Award for indigenous development and
commercialization of the Tata Indica car. The Company has launched its
new hi-tech Indica 2000 car with MPFI petro engine in Guwahati.
Tata Engineering & Locomotive Co. is renamed as Tata Engineering Ltd. It
replaced its three-shift production line with a one-shift daily schedule
starting from 26th June. In the same year FICCI-SEDF- Business world-
Compaq award for social responsiveness was awarded to the company. The
Central Pollution Control Board for Environmental Technology award has
been presented to Tata Engineering in recognition of its contribution towards
efforts to conserve the environment. TATA Engineering on September 10
announced the addition of MPFI petrol version to the Indica V2 range.
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In year 2002 Foreign Institutional Investors (FII) hike stake in the company
to 13.34% launches six new products in light, medium and heavy vehicles
segments on Jan 15 during Auto Expo. Announces financial restructuring.
Displays its Tata Sedan car at the Geneva Motor Show. Indica adjudged top
selling B-segment car in 2002.Launches two new motorsport cars (The Zero
and Double Zero Pace cars). High Court Approves Tata Engineering's
Financial Restructuring. Tata Engg, BPCL tie up to market co-branded
lubricants.Tata Steel's investment in Tata Engineering has been hiked to Rs
117.98 crore over the last year. Telco names Sedan as Tata Indigo.Unveils
'EX' series of medium and heavy commercial vehicles. Indica sales cross
two-lakh mark .Collaborates with Nippon-Arcelor for technical knowhow on
CR steel. Receives Teri's (The Energy and Resources Institute) CoRE-BCSD
(Corporate roundtable on development of strategies for sustainable
development and environment-business council for sustainable development)
corporate social responsibility (CSR) awards for '01-02. Unleashes Safari's
petrol version; priced at Rs 9.35 lakh.
The year 2003- Tata Unveils CityRover .Tata Motors Ltd signed a binding
Memorandum of Understanding (MoU) with Deawoo Commercial Vehicle
Company Ltd (DWCV), Korea for the acquisition of this company. It
introduces Tata SFC 407 EX Turbo Light Commercial Vehicle (LCV). The
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Company changed from 'TELCO ' to 'TATAMOTORS' w.e.f December 24,
2003. In the same year Tata Safari ranks No 1 in MUV/SUV segment.
2004:- The year of glory. Tata Motors launch an upgraded version Indica on
January 15, 2004, in a bid to shore up sales of the small car.
Auto Expo: Tata unveils new version of Indica. Tata Motors unveils Indica
V2. Tata Motors launches new Indica V2 in Kerala. Tata Motors introduces
new 'Indicab' for tour operators. The much hyped Rs one lakh passenger car
project of Tata Motors was going ahead as planned. Tata Motors enters
agreement with Ukraine bus building firm. Tata Motors enters into
agreement with Etalon. In a move to consolidate its presence in the light
commercial vehicles segment, Tata Motors has launched a new variant of its
407 series with increased pay load capacity called SFC 407EX. Tata Motors
buys Daewoo truck unit for Rs 465 crore. Tata Motors unveils Tata SFC 407
EX. Tata Motors inks agreement with Austrian, French companies. Acquires
Daewoo Commercial Vehicle Company Ltd (DWCV), Korea. Tata Motors
launches most anticipated new 6-tn truck in India.
Tata Motors, the country's largest commercial vehicles manufacturer
unveiled the new LPT 909EX Turbo Truck in Tamil Nadu. Tata Motors and
Tata Africa unveiled a range of passenger cars, utility vehicles, pick-ups,
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trucks and buses for the South African market. Tata Motors has launched a
face lifted version of its multiutility vehicle, Tata Sumo. Tata motors rolls
out Tata SFC 407EX BS II turbo light commercial vehicle.
Tata Motors unveils Tata Safari DICOR in Kerala market on August 11,
2005. Tata Motors rolls out 2 luxury variants of Indigo. Tata Motors
unveiled new Indica V2 Turbo with a price tag of Rs 4.10 lakh for DLG
variant and Rs 4.31 lakh for DLX. Tata Motors ropes in CVTech to make
parts for its small car. Tata Daewoo inks pact with Pakistan co.
Tata Motors has been presented the Golden Peacock Global Award for
Corporate Social Responsibility (CSR) in the Large Business category by the
Institute of Directors in 2007. Tata Motors buys Nissan facility in S. Africa.
Tata Motors has got a prestigious order from the Delhi Transport
Corporation (DTC) for 500 non-AC, CNG-propelled buses. Tata Motors Ltd
has appointed Mr. P M Telang as Executive Director (Commercial
Vehicles).
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Various Products of TATA Motors
[1] Passenger cars and utility vehicles
Tata Indigo SW
Tata Sierra
Tata Estate
Tata Sumo/ Spacio
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Tata Safari
Tata Indica
Tata Indigo
Tata Indigo Marina
Tata Winger
Tata Nano
Tata Xenon XT
Tata Xover (2009)
[2] Concept vehicles
Tata Cliffrider
2000 Aria Roadster
2001 Aria Coupe
2002 Tata Indica
2002 Tata Indiva
2004 Tata Indigo Advent
2005 Tata Xover

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2006 Tata Cliffrider
2007 Tata Elegante
2009 Tata Prima
[3] Commercial vehicles
Tata 1616 Starbus Tata Marcopolo Buses in the Delhi BRT
Tata Star Bus in Nagpur, Maharashtra. Tata Low Floor Buses are also used by
administrations in Delhi, Mumbai, Pune, Udaipur and Indore
Tata Ace
Tata TL/ Telcoline /207 DI Pickup Truck
26
Tata 407 Ex and Ex2
Tata 709 Ex
Tata 1109 (Intermediate truck)
Tata 1510/1512 (Medium bus)
Tata 1610/1616 (Heavy bus)
Tata 1613/1615 (Medium truck)
Tata 2515/2516 (Medium truck)
Tata Starbus (Medium Bus)
Tata Globus (Low Floor Bus)
Tata Marcopolo Bus (Low Floor Bus)
Tata 3015 (Heavy truck)
Tata 3118 (Heavy truck) (8X2)
Tata 3516 (Heavy truck)
Tata 4923 (Ultra-Heavy truck) (6X4)
Tata Novus (Heavy truck designed by Tata Daewoo)
[4] Military vehicles
Tata LSV (Light Specialist Vehicle)
Tata 2 Stretcher Ambulance
Tata 407 Troop Carrier, available in hard top, soft top, 4x4, and 4x2 versions
Tata LPTA 713 TC (4x4)
Tata LPT 709 E
Tata SD 1015 TC (4x4)
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Tata LPTA 1615 T
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29
Price List
Sl. MODEL Ex SHOWROOM INSURA RERISTRAT ANTIR EXT. ON ROAD

N PRICE NCE ION UST W PRICE
O.
INDICA (XTRA PETROL )
1 GL 277941 9711 11200 2800 3800 305452

2 GLE 304587 10364 12138 2800 3800 333689
3 GLS 322629 10807 12678 2800 3800 352714
4 XETA GLS SPORTY 322628 10807 12216 2800 3800 352251
INDICA DIESEL
1 DL 339071 10820 12695 2800 3800 369186

2 DLE 361397 11757 13842 2800 3800 393596
3 DLS 384046 12313 14521 2800 3800 417480
4 DICOR DLG 432331 13496 15970 2800 3800 468397
INDIGO DIESEL
1 CS LE 427290 13373 15818 2800 3800 463081

2 CS LS 455172 14057 16655 2800 3800 492484
3 CS LX 478619 14631 17358 2800 3800 517208
4 CS LS DICOR 489594 14901 17687 2800 3800 528782
5 CS LX DICOR 508066 15353 18241 2800 3800 548260
6 CS LX TDI LTD. 507307 15335 18219 2800 3800 547461
EDI.
7 LS TC 530316 15899 18909 2800 3800 571724
8 LX TC 569164 16852 20074 2800 3800 612690
9 LS DICOR 549300 16365 19479 2800 3800 591744
10 LX DICOR 611409 17887 21342 2800 3800 657238
11 GLASSIC DICOR 644610 18701 22338 2800 3800 692249
12 GRAND DICOR 764647 21645 25939 2800 3800 818831
13 INDIGO XL TDI 548954 16356 19468 2800 3800 591378
INDIGO PETROL
GS GLE 389961 12458 14698 2800 3800 423717

CS GLS 408404 12910 15252 2800 3800 443166
CS GLX 426094 13344 15782 2800 3800 461820
CS GLX LTD EDI 454782 14055 16644 2800 3800 492081
30
GLS 493257 14990 18271 2800 3800 533118
GLX 527028 15818 18810 2800 3800 568256
CLASSIC 0 0 0 0 0
GRAND 0 0 0 0 0
MARINA DIESEL
VS 500077 15158 17715 2800 3800 0

LS 530316 16260 18690 2800 3800 571866
LX 569164 17247 19875 2800 3800 612886
LX DICOR 611409 18476 21350 2800 3800 657835
MARINA PETROL
GLS 493257 15112 2800 3800 532279

GLX 527028 15980 2800 3800 567958
INDICA VISTA (DIESAL)
TERRA TDI 395513 12594 14865 2800 3800 429572

AQUA TDI 417487 13133 15524 2800 3800 452744
TERRA QUDRAJET 440992 13709 16229 2800 4425 478155
VISTA AURA Q. 550317 16389 19500 0 0 586206
PLUS
VISTA AURA Q. 518793 15616 18560 0 0 552969
ABS
AQUA QUDRAJET 463748 14268 16913 2800 4725 502454
AQUA 466805 14342 17005 2800 4725 505677
QUDRAJET(P.W)
AURA QUDRAJET 524506 15757 18735 2800 4725 566523
LTD.
AURA 499436 15142 17983 2800 4725 540086
QUDRAJET(P.W)
AURA QUDRAJET 46379 15067 15067 2800 4725 84038
INDICA VISTA (PETROL)
TERRA SAFARI 361640 11764 13850 2800 4725 394779

VISTA AURA 466767 14341 17004 2800 4725 505637
SAFARI
VISTA AURA 434462 13549 18034 2800 4725 473570
SAFARI ABS
AURA SAFARI 387481 12397 14624 2800 4725 422027
AQUA SAFARI 412050 12999 15361 2800 4725 447935
31
AURA SAFARI P.W 439537 13673 16186 2800 4725 476921
LTD
MANZA PETROL
AQUA SAFIRE 496109 15060 17883 2800 531852

AURA SAFIRE 530675 15908 18920 2800 568303
AURA ABS SAFIRE 555125 16507 19653 2800 594085
AURA + SAFIRE 604587 17720 21137 2800 646244
MANZA DIESAL
AQUA 584916 17238 20548 2800 625502

QUADRAJET
AURA 613748 17945 21412 2800 655905
QUADRAJET
AURA ABS 648513 18797 22455 2800 692565
QUADRAJET
AURA+ 689180 19794 23675 2800 735449
QUADRAJET
32
1.3 Growth of the organization
The Tata Motors Group global sales, comprising of Tata, Tata Daewoo
and Hispano Carrocera range of commercial vehicles, Tata passenger
vehicles along with distributed brands in India, and Jaguar and Land
Rover, were 101,712 nos. in March 2010, a growth of 39% over March
2009. Cumulative sales for the fiscal (April 2009 – March 2010) are
872,951 higher by 19% compared to the corresponding period in 2008-09.
Sales of all commercial vehicles were 47,936 nos. in March 2010, a
growth of 53%. Cumulative sales for the fiscal are 413,057 nos., a growth
of 37%. Sales of all passenger vehicles were 53,776 nos. in March 2010, a
growth of 28%. Cumulative sales for the fiscal are 459,894 nos., a growth
of 6%. Tata passenger vehicle sales, including those distributed, were
30,238 nos. for the month, a growth of 18%. Cumulative sales for the
fiscal are 265,912 nos., a growth of 24%.
Jaguar Land Rover global sales in March 2010 were 23,538 vehicles,
higher by 43%. Jaguar sales for the month were 4,642, higher by 8%,
while Land Rover sales were 18,896, higher by 55%. Cumulative sales of
Jaguar Land Rover for the fiscal are 193,982 nos., lower by 11%.
Cumulative sales of Jaguar are 47,418 nos., lower by 24%, while
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cumulative sales of Land Rover are 146,564 nos., lower by 6%.
34
1.4 SWOT analysis of the Organization
STRENGTH:
 Strong Presence in the Marketplace:-Tata Motors is the only
company in India with a broad based presence across the industry, in
all segments of the commercial vehicles market – heavy and medium
commercial vehicles, light commercial vehicles, pick-ups, sub one-
tonne mini-trucks - and key segments - compact, midsize car and
utility vehicle segments - of the passenger vehicles market.
 Unique Understanding of Customer Need: - With 50 years’
presence in the automotive business, Tata Motors understands
customer needs and develops products that meet their Needs. To
consider a few examples, as early as 1980s, the company launched
Light Commercial Vehicles, amidst Japanese competition, in which it
today strongly leads. In the 1990s, Anticipating the need for an
affordable family car, it launched the now famous Tata Indica, which
occupies a leading position among compact cars.
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 Skill Base Developed over the Last 40 Years:-Tata Motors is also
very well-placed on technology capability. The company had set up its
Engineering Research Centre as early as 1966.With 1400 scientists
and engineers and state-of-the-art development, testing and validation
facilities, it is this technology capability which has, allowed Tata
Motors, over the decades, to offer indigenously developed products.
This strength has been accentuated, with the inclusion of TMETC,
TDCV and Hispano Carrocera in the R&D network, besides several
other specialist external agencies. The company no longer needs to
develop every necessity itself. Today it just has to manage the process
of product creation, drawing upon already available R&D and skills
from different sources.
 People Strength: - The Company’s key strength is its people. The
over 22,000 employees comprise a very broad talent base, with the
required skills in every aspect of the industry. With increasing
international initiatives by the company, this talent base is now getting
enriched with the necessary competencies to respond to meet world-
class standards of quality and cost. The company will achieve this by
developing and marketing relevant products, on its existing platforms
and new ones, which delight consumers in every market they are
introduced in.
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 Tata Motors’ linkages in Europe through Subsidiary Companies:
- In October 2005, Tata Technologies Ltd, a 100 per cent subsidiary of
Tata Motors, acquired a 94.3 per cent stake in INCAT International
Limited. INCAT is a supplier of engineering & design, product
lifecycle management and product-centric IT services to the
automotive, aerospace and durable goods industries.
 Tata Motors R&D in Europe: - Deepening its engagement with the
European R&D space, in September 2005, Tata Motors set up the Tata
Motors European Technical Centre, a 100 per cent subsidiary, in the
UK. It is engaged in design engineering and development of products
for the automotive industry. Working synergistically, TMETC
provides the company with design engineering support and
development services, complementing and strengthening the
company’s skill sets and providing European standards of delivery to
the company’s passenger vehicles.
 The internationalization strategy so far has been to keep local
managers in new acquisitions, and to only transplant a couple of
senior managers from India into the new market. The benefit is that
Tata has been able to exchange expertise. For example after the
37
Daewoo acquisition the Indian company leaned work discipline and
how to get the final product 'right first time.'
WEAKNESS:
 The current financial situation of its recently acquired firms like
“Corus” and “Land Rover-Jaguar” is very big headache for the
company and it should be back to the track in the near future.
 The high ratio of debt equity ratio is also weakness of the company.
 The small car segment is still not good for the company due to
“maruti-suzuki” so, it need to tap this section also.
 The CV segment is becoming highly competitive by new player like
Volvo,and rival M &M are coming with new products to cater the
TATA in the market as the rural area has given thumps up to M&M
during this year.
 The company's passenger car products are based upon 3rd and 4th
generation platforms, which put Tata Motors Limited at a
disadvantage with competing car manufacturers.

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 Despite buying the Jaguar and Land Rover brands (see opportunities
below); Tat has not got a foothold in the luxury car segment in its
domestic, Indian market. Is the brand associated with commercial
vehicles and low-cost passenger cars to the extent that it has isolated
itself from lucrative segments in a more aspiring India?
OPPORTUNITIES:
 India’s huge geographic spread-This is one aspect where the
company is looking for and its diversified range of cars suits very
much this area of car or say auto industry in country.
 Easier finance schemes- The current fiscal stimulus and easy loan
will surely guide the company to post good sales as the current trend
shows the cars sales has been boosted by easy loan norms in the
country.
 Replacement of aging four wheelers-One of very important reason
where the car industry and commercial vehicle can take advantage in
coming days.
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 Increasing Road Development, Golden Quadrilateral-as we all
know the infrastructure will surely boost the auto industry as it is
directly related to the this industry and the government policy in
spending the money ion infrastructure will create good demand.
 Increasing dispensable income of rural agri sector-Somehow this
year the rural demand was very enthusiastic than the urban market
which drive the auto industry so, the development of rural
infrastructure and condition will create handsome demand from the
rural area.
 Higher GDP growth-With standing tall during the slowdown our
economy has shown the industry that demands will gain momentum in
near future very soon.
 Increasing disposable income with the service sector-As the
consumers have money in their hand definitely there will be demand
from their side so, this is also very good opportunity for this sector.
 Graduating from two wheeler to four wheeler-The dream of
“NANO” will boost demand for four wheeler in the auto industry.
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THREAT:
 Indian is lacking in proper infrastructure this is slowing the pace of
growth of auto industry
 Global crisis- this really hurts the Indian growing industry and not
only the auto but tyre industry went for toss.
 High competition from foreign players-As the giants like GM, Audi,
MERC etc are trying to capture the high segment market it is one of
the very effective threat to the company.
 Other competing car manufacturers have been in the passenger car
business for 40, 50 or more years. Therefore Tata Motors Limited has
to catch up in terms of quality and lean production.
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 Sustainability and environmentalism could mean extra costs for this
low-cost producer. This could impact its underpinning competitive
advantage. Obviously, as Tata globalizes and buys into other brands
this problem could be alleviated.
 Since the company has focused upon the commercial and small
vehicle segments, it has left itself open to competition from overseas
companies for the emerging Indian luxury segments. For example
ICICI bank and DaimlerChrysler have invested in a new Pune based
plant which will build 5000 new Mercedes-Benz per annum. Other
players developing luxury cars targeted at the Indian market include
Ford, MAHINDRA and Toyota. In fact the entire Indian market has
become a target for other global competitors including Mahindra and
Mahindra, Maruti Udyog, General Motors, Ford and others.
 Rising prices in the global economy could pose a threat to Tata
Motors Limited on a couple of fronts. The price of steel and
aluminium is increasing putting pressure on the costs of production.
Many of Tata's products run on Diesel fuel which is becoming
expensive globally and within its traditional home market.
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 One weakness which is often not recognized is that in English the
word 'tat' means rubbish. Would the brand sensitive British consumer
ever buy into such a brand? Maybe not, but they would buy into Fiat,
Jaguar and Land Rover.
1.5 Porter's five forces analysis
Porter's five forces analysis is a framework for the industry analysis
and business strategy .It uses concepts developed in Industrial Organization
economics to derive five forces, which determine the competitive intensity
and therefore attractiveness of a market.
The Five Forces:
1. The threat of substitute products-As we know the Indian customers
choices range from mileage, pick-up, power steering to various other
things so substitute is very important aspect in this industry as other
product available in the market may act as the substitute to the brands
own existing product.
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2. The threat of the entry of new competitors-New completion from the new
entrant or from existing company is also highly potent force which a
company must have to take care of for its market share and growth.
3. The intensity of competitive rivalry-The very effective way of putting
competitor out of track is pitching new vibrant products in the market so
a company must be aware of this tactics by its rival company so that it
can cater the effect.
4. The bargaining power of customers-Another important aspect for a car or
auto company where they have to manage the pricing control of their
product to spurt the sales in the market.
5. The bargaining power of suppliers- The distribution channel is very
important in country like India where the demand is highly different with
all across its dimension so, supply is very much required in the industry
for a company.
CHAPTER 2 LITRATURE REVIEW

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CONSUMER BUYING BEHAVIOUR
CONSUMER BUYING BEHAVIOR
Definition:
Consumer behavior refers to the mental and emotional process and the
observable behavior of consumers during searching, purchasing and post
consumption of a product or service.
Consumer behavior involves study of how people buy, what they buy, when
they buy and why they buy. It blends the elements from psychology,
sociology, sociopsychology, anthropology and economics. It also tries to
assess the influence on the consumer from groups such as family, friends,
reference groups and society in general.
Buyer behavior has two aspects: the final purchase activity visible to any
observer and the detailed or short decision process that may involve the
interplay of a number of complex variables not visible to anyone.
What influences consumers to purchase products or services? The consumer
buying process is a complex matter as many internal and external factors
have an impact on the buying decisions of the consumer.
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When purchasing a product there several processes, which consumers go
through. These will be discussed below.
Purchase decision
Through the evaluation process discussed above consumers will reach their
final purchase decision and they reach the final process of going through the
purchase action e.g. The process of going to the shop to buy the product,
which for some consumers can be as just as rewarding as actually purchasing
the product. Purchase of the product can either be through the store, the web,
or over the phone.
Post Purchase Behavior
Ever have doubts about the product after you purchased it? This simply is
post purchase behavior and research shows that it is a common trait amongst
purchasers of products. Manufacturers of products clearly want recent
consumers to feel proud of their purchase, it is therefore just as important for
manufacturers to advertise for the sake of their recent purchaser so
consumers feel comfortable that they own a product from a strong and
reputable organization. This limits post purchase behavior. i.e. You feel
reassured that you own the latest advertised product.
Factors influencing the behavior of buyers.
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Consumer behavior is affected by many uncontrollable factors. Just think,
what influences you before you buy a product or service? Your friends, your
upbringing, your culture, the media, a role model or influences from certain
groups?
Culture is one factor that influences behavior. Simply culture is defined as
our attitudes and beliefs. But how are these attitudes and beliefs developed?
As an individual growing up, a child is influenced by their parents, brothers,
sister and other family member who may teach them what is wrong or right.
They learn about their religion and culture, which helps them develop these
opinions, attitudes and beliefs (AIO) . These factors will influence their
purchase behavior however other factors like groups of friends, or people
they look up to may influence their choices of purchasing a particular
product or service. Reference groups are particular groups of people some
people may look up towards to that have an impact on consumer behavior.
So they can be simply a band like the Spice Girls or your immediate family
members. Opinion leaders are those people that you look up to because your
respect their views and judgments and these views may influence consumer
decisions. So it maybe a friend who works with the IT trade who may
influence your decision on what computer to buy. The economical
environment also has an impact on consumer behavior; do consumers have a
secure job and a regular income to spend on goods? Marketing and
47
advertising obviously influence consumers in trying to evoke them to
purchase a particular product or service.
Peoples social status will also impact their behavior. What is their role
within society? Are they Actors? Doctors? Office worker? and mothers and
fathers also? Clearly being parents affects your buying habits depending on
the age of the children, the type of job may mean you need to purchase
formal clothes, the income which is earned has an impact. The
lifePerformence of someone who earns £250000 would clearly be different
from someone who earns £25000. Also characters have an influence on
buying decision. Whether the person is extrovert (out going and spends on
entertainment) or introvert (keeps to themselves and purchases via online or
mail order) again has an impact on the types of purchases made.
Maslow’s Hierarchy of Needs
Abraham Maslow hierarchy of needs theory sets out to explain what
motivated individuals in life to achieve. He set out his answer in a form of a
hierarchy. He suggests individuals aim to meet basic psychological needs of
hunger and thirst. When this has been met they then move up to the next
stage of the hierarchy, safety needs, where the priority lay with job security
and the knowing that an income will be available to them regularly. Social
needs come in the next level of the hierarchy, the need to belong or be loved
is a natural human desire and people do strive for this belonging. Esteem
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need is the need for status and recognition within society, status sometimes
drives people, the need to have a good job title and be recognized or the need
to wear branded clothes as a symbol of status.
But how does this concept help an organization trying to market a product or
service?
Well as we have established earlier within this website, marketing is about
meeting needs and providing benefits, Maslow’s concept suggests that needs
change as we go along our path of striving for self-actualization.
Supermarket firms develop value brands to meet the psychological needs of
hunger and thirst. Harrods develops products and services for those who
want have met their esteem needs. So Maslow’s concept is useful for
marketers as it can help them understand and develop consumer needs and
wants.
CUSTOMER
A competitor, in order to achieve the loyalty of the customers, offer an
endless information flow on the products and services and thereby
continuously educates the customer about the opportunities in the market.
Therefore today even an ordinary person, is in possession of the large
amount of data to use for the purpose of making a decision as to which
products/ services he would go in for. The competitive environment is
making the customer wisher day by day and he is able to take a large number
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of decisions on his own. The experts’ advice of the olden days is being
replaced by the customer’s own wisdom. This is making the market place
more complicated and unpredictable. The customer is getting smarter today
and he is able to decide his own money’s worth and therefore, organization
across the board are `pursuing the customer’s views to streamline their
business strategies to remain customer- worthy.
People are the prime factor for any organization to maintain the
effectiveness and thus develop the right focus for the people, so that each
one perceives as clearly as possible his position in the cycle of growth and
prosperity of the organization. Agendas will have to be drawn in such a
manner and communicated so effectively that the individual is able to enjoy
a meaningful life in the organization, endowed with authority and
responsibility for the role he plays.
“One should be able to see for oneself the impact of the
contributions one has made towards the growth and prosperity cycle of the
organization. As a matter of fact the relationship between the people and the
organization should be so designed that each one is here to experience the
pleasure of winning and pain of losing. People alone are of no significance
unless and until they have an intimate and continuous interaction with the
process”.
Therefore organization have to take continuous care to update their
quality of the people and that of processes simultaneously so that a healthy
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relationship is built up and maintained making the relationship happy and
healthy one. This, when done, should generate in people a sense of
entrepreneurship ownership of the organization.
“Since the customer are the main focus of any organization its
structure should be so flat i.e., people fluently interact with the customer and
maintain continuous feedback about the customer’s moods and methods in
order to shape its business portfolio and strategies”.
It is very important to find whether the fundamentals of the
organization are getting strong as desired. It is therefore rightly said that a
well trained army with quality arms and ammunitions and with a sense of
involvement can got the nations frontiers inn desirable and dependable
manner similarly: people at the operation level with superior competency
and capability supplied with superior products and strategies can acquire a
place for an organization in the market place. Retail outlets are the contact
points of the customers and therefore the image of the organization largely
depends upon the quality of the people managing the interventions and
transactions at the level.
The Consumer Market:
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The consume market consists of all the individuals and households
who buy or acquire goods and services for personal consumption. The
simplest model consumer buyer behavior is the stimulus – response model.
According to this model marketing stimuli ( the four Ps) and the major
forces (economic, technological, political, cultural) enter the consumer’s
“black box” and reproduce certain responses.
Start
Social factors influence buyer’s behavior. A person’s reference
group-family, friends, social organizations, professional associations-
strongly affect product and brand choices. The buyer’s age, life-cycle stage,
occupation, economic circumstances, lifePerformence, personality, and other
personal. Characteristics influence his or her buying decisions. Consumer
life-Performences the pattern of acting and interacting in the world are also
an important influences on purchase decisions.
Finally, consumer-buying behavior is influenced by four major
psychological factors- motivation, perception, learning, and beliefs and
attitudes. Each of these factors provides a different perspective for
understanding the workings of the buyer’s black box.
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Need Recognition
Cultural, Social, Information Search

Individual and
Psychological Evaluation
Factors of Alternatives
affect Purchase
all steps
Postpurchase
Behavior
CONSUMER PERCEPTION
It can be defined as the process by which an individual selects, organizes, and
interprets stimuli into a meaningful and coherent picture of the world. A stimulus is a
unit of input to any of the senses. Examples of stimulus ie, sensory input include
products, packages, brand names, advertisements, and commercials, sensory receptor.
Marketers do not want their target audience to look only at the models in their ads.
They want to communicate something about their products as well. Marketers often
use attractive models,humour, other factors to attract the target market’s interest.
Information processing is a series of activities by which stimuli are perceived,
transformed in to information, and stored. Information processing model has four
major steps or stages,
a) Exposure b) Attention
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c) Interpretation, and
d) Memory
54
The first three constitute perception.
Exposure occurs when a stimulus such as an Advertisement hoarding comes
within the range of a person’s vision. Attention occurs when the information
from vision pass on to the brain for processing. Interpretation is the assignment
of meaning to the received sensations. Memory is the short – term use of the
meaning for immediate decision-making or the longer-term retention of the
meaning.
The basic components shown in the figure can be arranged into four groups:
1. Stimuli, which serve as the raw material to be processed.
The stages of processing activities, which are linked by arrows and mainly internal to the
customer.
Situational and consumer characteristics which can influence the nature of these
processing activities, and an executive system, which guides the process by regulating the type
and intensity of processing activities engaged in, at any time.
Consumer Buying Behavior
Possibly the most challenging concept in marketing deals with understanding why buyers do
what they do (or don’t do). But such knowledge is critical for marketers since Wanting a strong
55
understanding of buyer behavior will help shed light on what is important to the customer and
also suggest the important influences on customer decision-making. Using this information,
marketers can create marketing programs that they believe will be of interest to customers.
As you might guess, factors affecting how customers make decisions are extremely complex.
Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make
things more interesting. Since every person in the world is different, it is impossible to have
simple rules that explain how buying decisions are made. But those who have spent many years
analyzing customer activity have presented us with useful “guidelines” in how someone decides
whether or not to make a purchase.
In fact, pick up any textbook that examines customer behavior and each seems to approach it
from a different angle. The perspective we take is to touch on just the basic concepts that
appear to be commonly accepted as influencing customer behavior. We will devote two
sections of the Principles of Marketing Tutorials to customer behavior. In this section we will
examine the buying behavior of consumers (i.e., when people buy for personal reasons) while
in the Business Buying Behavior tutorial we will examine factors that influence buyer’s decisions
in the business market.
Why Consumers Buy
As we discussed in the What is Marketing? tutorial, customers make purchases in
order to satisfy needs. Some of these needs are basic and must be filled by
everyone on the planet (e.g., food, shelter) while others are not required for basic
56
survival and vary depending on the person. It probably makes more sense to
classify needs that are not a necessity as wants or desires. In fact, in many
countries where the standard of living is very high, a large portion of the
population’s income is spent on wants and desires rather than on basic needs.
In this tutorial when we mention the consumer we are referring to the actual buyer,
the person spending the money. But is should also be pointed out that the one who
does the buying is not necessarily the user of what is bought and that others may be
involved in the buying decision in addition to the actual buyer. While the
purchasing process in the consumer market is not as complex as the business
market, Wanting multiple people involved in a purchase decision is not unusual.
For example, in planning for a family vacation the mother may make the hotel
reservations but others in the family may have input on the hotel choice. Similarly,
a father may purchase snacks at the grocery store but his young child may be the
one who selected it from the store shelf.
So understanding consumer purchase behavior involves not only understanding
how decisions are made but also understanding the dynamics that influence
purchases.
What Influences Purchasing
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As we discussed the decision-making process for consumers is anything but
straight forward. There are many factors that can affect this process as a person
works through the purchase decision. The number of potential influences on
consumer behavior is limitless. However, marketers are well served to understand
the KEY influences. By doing so they may be in a position to tailor their marketing
efforts to take advantage of these influences in a way that will satisfy the consumer
and the marketer (remember this is a key part of the definition of marketing).
58
For the purposes of this tutorial we will break these influences down into three
main categories: Internal, External and Marketing. However, those interested in
learning more about customer buying activity may want to consult one or more
consumer behavior books where they will find additional methods for explaining
consumer buying behavior.
For the most part the influences are not mutually exclusive. Instead, they are all
interconnected and, as we will see, work together to form who we are and how we
behave.
For each of the influences that are discussed we will provide a basic description
and also suggest its implication to marketers. Bear in mind we only provide a few
marketing implications for each influence; clearly there are many more.
Internal Influences: Perceptual Filter
We start our examination of the influences on consumer purchase decisions by first
looking inside ourselves to see which are the most important internal factors that
affect how we make choices.
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Perceptual Filter
Perception is how we see ourselves and the world we live in. However, what ends
up being stored inside us doesn’t always get there in a direct manner. Often our
mental makeup results from information that has been consciously or
subconsciously filtered as we experience it, a process we refer to as a perceptual
filter. To us this is our reality, though it does not mean it is an accurate reflection
on what is real. Thus, perception is the way we filter stimuli (e.g., someone talking
to us, reading a newspaper story) and then make sense out of it.
Perception has several steps.
 Exposure – sensing a stimuli (e.g. seeing an ad)
 Attention – an effort to recognize the nature of a stimuli (e.g. recognizing it is an ad)
 Awareness – assigning meaning to a stimuli (e.g., humorous ad for particular product)
 Retention – adding the meaning to one’s internal makeup (i.e., product has fun ads)
How these steps are eventually carried out depends on a person’s approach to
learning. By learning we mean how someone changes what they know, which in
turn may affect how they act. There are many theories of learning, a discussion of
which is beyond the scope of this tutorial, however, suffice to say that people are
likely to learn in different ways. For instance, one person may be able to focus very
strongly on a certain advertisement and be able to retain the information after being
exposed only one time while another person may need to be exposed to the same advertisement
many times before he/she even recognizes what it is. Consumers are also more likely to retain
60
information if a person has a strong interest in the stimuli. If a person is in need of new car they
are more likely to pay attention to a new advertisement for a car while someone who does not
need a car may need to see the advertisement many times before they recognize the brand of
automobile.
Marketing Implications:
Marketers spend large sums of money in an attempt to get customers to have a positive
impression of their products. But clearly the existence of a perceptual filter suggests that getting
to this stage is not easy. Exposing consumers to a product can be very challenging considering
the amount of competing product messages (ads) that are also trying to accomplish the same
objective (i.e., advertising clutter). So marketers must be creative and use various means to
deliver their message. Once the message reaches consumer it must be interesting enough to
capture their attention (e.g., talk about the product’s benefits). But attending to the message is
not enough. For marketers the most critical step is the one that occurs with awareness. Here
marketers must continually monitor and respond if their message becomes distorted in ways that
will negatively shape its meaning. This can often happen due in part to competitive activity (e.g.,
comparison advertisements). Finally, getting the consumer to give positive meaning to the
message they have retained requires the marketer make sure that consumers accurately interpret
the facts about the product.
Internal Influences: Knowledge
Knowledge is the sum of all information known by a person. It is the facts of the world as he/she
knows it and the depth of knowledge is a function of the breadth of worldly experiences and the
strength of an individual’s long-term memory. Obviously what exists as knowledge to an
individual depends on how an individual’s perceptual filter makes sense of the information it is
exposed to.
Marketers may conduct research that will gauge consumers’ level of knowledge regarding their
product. As we will see below, it is likely that other factors influencing consumer behavior are in
large part shaped by what is known about a product. Thus, developing methods (e.g., incentives)
61
to encourage consumers to accept more information (or correct information) may affect other
influencing factors.
Internal Influences: Attitude
In simple terms attitude refers to what a person feels or believes about something. Additionally,
attitude may be reflected in how an individual acts based on his or her beliefs. Once formed,
attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a
particular issue it will take considerable effort to change what they believe to be true.
Marketers facing consumers who have a negative attitude toward their product must work to
identify the key issues shaping a consumer’s attitude then adjust marketing decisions (e.g.,
advertising) in an effort to change the attitude. For companies competing against strong rivals to
whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why
consumers feel positive toward the competitor and then try to meet or beat the competitor on
these issues. Alternatively, a company can try to locate customers who feel negatively toward the
competitor and then increase awareness among this group.
Internal Influences: Personality
An individual’s personality relates to perceived personal characteristics that are consistently

exhibited, especially when one acts in the presence of others. In most, but not all, cases the
behaviors one projects in a situation is similar to the behaviors a person exhibits in another
situation. In this way personality is the sum of sensory experiences others get from experiencing
a person (i.e., how one talks, reacts). While one’s personality is often interpreted by those we
interact with, the person has their own vision of their personality, called Self Concept, which
may or may not be the same has how others view us.
For marketers it is important to know that consumers make purchase decisions to support their
self concept. Using research techniques to identify how customers view themselves may give
marketers insight into products and promotion options that are not readily apparent. For example,
62
when examining consumers a marketer may initially build marketing strategy around more
obvious clues to consumption behavior, such as consumer’s demographic indicators (e.g., age,
occupation, income). However, in-depth research may yield information that shows consumers
are purchasing products to fulfill self-concept objectives that have little to do with the
demographic category they fall into (e.g., senior citizen may be making purchases that make
them feel younger). Appealing to the consumer’s self concept needs could expand the market to
which the product is targeted.
Internal Influences: LifePerformence
This influencing factor relates to the way we live through the activities we engage in and
interests we express. In simple terms it is what we value out of life. LifePerformence is often
determined by how we spend our time and money.
Products and services are purchased to support consumers’ lifePerformences. Marketers have
worked hard researching how consumers in their target markets live their lives since this
information is key to developing products, suggesting promotional strategies and even
determining how best to distribute products. The fact that lifePerformence is so directly tied to
marketing activity will be further examined as we discuss developing target market strategies
(See Targeting Markets) tutoria
Internal Influences: Motivation
Motivation relates to our desire to achieve a certain outcome. Many internal factors we have
already discussed can affect a customer’s desire to achieve a certain outcome but there are
others. For instance, when it comes to making purchase decisions customers’ motivation could
be affected by such issues as financial position (e.g., Can I afford the purchase?), time
constraints (e.g., Do I need to make the purchase quickly?), overall value (e.g., Am I getting my
money’s worth?), and perceived risk (e.g., What happens if I make a bad decision?).
Motivation is also closely tied to the concept of Involvement, which relates to how
63
much effort the consumer will exert in making a decision. Highly motivated
consumers will want to get mentally and physically involved in the purchase process. Not all
products have a high percentage of highly involved customers (e.g., milk) but marketers who
market products and services that may lead to high level of consumer involvement should
prepare options that will be attractive to this group. For instance, marketers should make it easy
for consumers to learn about their product (e.g., information on website, free video preview) and,
for some products, allow customers to experience the product (e.g., free trial) before committing
to the purchase
Internal Influences: Roles
Roles represent the position we feel we hold or others feel we should hold when dealing in a
group environment. These positions carry certain responsibilities yet it is important to understand
that some of these responsibilities may, in fact, be perceived and not spelled out or even accepted
by others. In support of their roles, consumers will make product choices that may vary
depending on which role they are assuming. As illustration, a person who is responsible for
selecting snack food for an office party his boss will attend may choose higher quality products
than he would choose when selecting snacks for his family.
Advertisers often show how the benefits of their products aid consumers as they perform certain
roles. Typically the underlying message of this promotional approach is to suggest that using the
advertiser’s product will help raise one’s status in the eyes of others while using a competitor’s
product may have a negative effect on status.
External Influences: Culture
Consumer purchasing decisions are often affected by factors that are outside of their control but
have direct or indirect impact on how we live and what we consume. One example of this are
cultural factors
Culture represents the behavior, beliefs and, in many cases, the way we act learned by interacting
or observing other members of society. In this way much of what we do is shared behavior,
64
passed along from one member of society to another. Yet culture is a broad concept that, while
of interest to marketers, is not nearly as important as understanding what occurs within smaller
groups or Sub-Cultures to which we may also belong. Sub-cultures also have shared values but
this occurs within smaller groups. For instance, sub-cultures exist where groups share similar
values in terms of ethnicity, religious beliefs, geographic location, special interests and many
others.
As part of their efforts to convince customers to purchase their products, marketers often use
cultural representations, especially in promotional appeals. The objective is to connect to
consumers using cultural references that are easily understood and often embraced by the
consumer. By doing so the marketer hopes the consumer feels more comfortable with or can
relate better to the product since it corresponds with their cultural values. Additionally, smart
marketers use strong research efforts in an attempt to identify differences in how sub-culture
behaves. These efforts help pave the way for spotting trends within a sub-culture, which the
marketer can capitalize on through new marketing tactics (e.g., new products, new sales
channels, added value, etc.).
External Influences: Group Membership
In addition to cultural influences, consumers belong to many other groups with which they
share certain characteristics and which may influence purchase decisions. Often these groups
contain Opinion Leaders or others who have major influence on what the customer purchases.
Some of the basic groups we may belong to include:
 Social Class – represents the social standing one has within a society based on such
factors as income level, education, occupation
65
 Family – one’s family situation can have a strong effect on how purchase decisions are
made
 Reference groups – most consumers simultaneously belong to many other groups with
which they associate or, in some cases, feel the need to disassociate
Identifying and understanding the groups consumers belong to is a key strategy for marketers.
Doing so helps identify target markets, develop new products, and create appealing marketing
promotions to which consumers can relate. In particular, marketers seek to locate group
leaders and others to whom members of the group look for advice or direction. These opinion
leaders, if well respected by the group, can be used to gain insight into group behavior and if
these opinion leaders accept promotional opportunities could act as effective spokespeople for
the marketer’s products.
External Influences: Purchase Situation
Purchase Situation
A purchase decision can be strongly affected by the situation in which people find
themselves. In general, a situation is the circumstances a person faces when
making a purchase decision, such as the nature of their physical environment, their
emotional state, or time constraints. Not all situations are controllable, in which
case a consumer may not follow their normal process for making a purchase
66
decision. For instance, if a person needs a product quickly and a store does not
carry the brand they normally purchase, the customer may choose a competitor’s
product.
Marketers can take advantage of decisions made in uncontrollable situations in at
least two ways. First, marketers can use promotional methods to reinforce a
specific selection of products when the consumer is confronted with a particular
situation. For example, automotive services can be purchased that promise to
service vehicles if the user runs into problems anywhere and at anytime. Second,
marketers can use marketing methods that attempt to convince consumers that a
situation is less likely to occur if the marketer’s product is used. This can also be
seen with auto products, where marketers explain that using their product will
prevent unexpected damage to their vehicles.
Types of Consumer Purchase Decisions
Consumers are faced with purchase decisions nearly every day. But not all decisions are treated
the same. Some decisions are more complex than others and thus require more effort by the
consumer. Other decisions are fairly routine and require little effort. In general, consumers face
four types of purchase decisions:
67
Minor New Purchase – these purchases represent something new to a consumer but in the
customer’s mind is not a very important purchase in terms of need, money or other reason
(e.g., status within a group).
 Minor Re-Purchase – these are the most routine of all purchases and often the
consumer returns to purchase the same product without giving much thought to other
product options (i.e., consumer is brand loyalty).
 Major New Purchase – these purchases are the most difficult of all purchases because
the product being purchased is important to the consumer but the consumer has little
or no previous experience making these decisions. The consumer’s lack of confidence in
making this type of decision often (but not always) requires the consumer to engage in
an extensive decision-making process..
 Major Re-Purchase - these purchase decisions are also important to the consumer but
the consumer feels confident in making these decisions since they have previous
experience purchasing the product.
For marketers it is important to understand how consumers treat the purchase decisions they
face. If a company is targeting customers who feel a purchase decision is difficult (i.e., Major
New Purchase), their marketing strategy may vary greatly from a company targeting customers
who view the purchase decision as routine. In fact, the same company may face both situations
at the same time; for some the product is new, while other customers see the purchase as
routine. The implication of buying behavior for marketers is that different buying situations
require different marketing efforts.
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How Consumers Buy
So now that we have discussed the factors influencing a consumer’s decision to
purchase, let’s examine the process itself. This process is presented in a sequence
of 5 steps as shown below.
However, whether a consumer will actually carryout each step depends on the type of purchase
decision that is faced. For instance, for minor re-purchases the consumer may be quite loyal to
the same brand, thus the decision is a routine one (i.e., buy the same product) and little effort is
involved in making a purchase decision. In cases of routine, brand loyal purchases consumers
may skip several steps in the purchasing process since they know exactly what they want
allowing the consumer to move quickly through the steps. But for more complex decisions, such
as Major New Purchases, the purchasing process can extend for days, weeks, months or longer.
So in presenting these steps marketers should realize that, depending on the circumstances
surrounding the purchase, the importance of each step may vary.
Purchase Decision Steps 1 and 2
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1. Need/Want/Desire is recognized
In the first step the consumer has determined that for some reason he/she is not satisfied (i.e.,
consumer’s perceived actual condition) and wants to improve his/her situation (i.e., consumer’s
perceived desired condition). For instance, internal triggers, such as hunger or thirst, may tell the
consumer that food or drink is needed. External factors can also trigger consumer’s needs.
Marketers are particularly good at this through advertising, in-store displays and even the
intentional use of scent (e.g., perfume counters). At this stage the decision-making process may
stall if the consumer is not motivated to continue (see Motivation above). However, if the
consumer does have the internal drive to satisfy the need they will continue to the next step.
2. Search for Information
Assuming consumers are motivated to satisfy his or her need, they will next undertake a search
for information on possible solutions. The sources used to acquire this information may be as
simple as remembering information from past experience (i.e., memory) or the consumer may
expend considerable effort to locate information from outside sources (e.g., Internet search, talk
with others, etc.). How much effort the consumer directs toward searching depends on such
factors as: the importance of satisfying the need, familiarity with available solutions, and the
amount of time available to search. To appeal to consumers who are at the search stage,
marketers should make efforts to ensure consumers can locate information related to their
product. For example, for marketers whose customers rely on the Internet for information
gathering, attaining high rankings in search engines has become a critical marketing objective.
Purchase Decision Steps 3, 4 and 5
3. Evaluate Options
Consumers’ search efforts may result in a set of options from which a choice can be made. It should be
noted that there may be two levels to this stage. At level one the consumer may create a set of possible
solutions to their needs (i.e., product types) while at level two the consumer may be evaluating
particular products (i.e., brands) within each solution. For example, a consumer who needs to replace a
television has multiple solutions to choose from such as plasma, LCD and CRT televisions. Within each
70
solution type will be multiple brands from which to choose. Marketers need to understand how
consumers evaluate product options and why some products are included while others are not. Most
importantly, marketers must determine which criteria consumers are using in their selection of possible
options and how each criterion is evaluated. Returning to the television example, marketing tactics will
be most effective when the marketer can tailor their efforts by knowing what benefits are most
important to consumers when selecting options (e.g., picture quality, brand name, screen size, etc.) and
then determine the order of importance of each benefit.
4. Purchase
In many cases the solution chosen by the consumer is the same as the product whose evaluation
is the highest. However, this may change when it is actually time to make the purchase. The
"intended" purchase may be altered at the time of purchase for many reasons such as: the product
is out-of-stock, a competitor offers an incentive at the point-of-purchase (e.g., store salesperson
mentions a competitor’s offer), the customer lacks the necessary funds (e.g., credit card not
working), or members of the consumer’s reference group take a negative view of the purchase
(e.g., friend is critical of purchase). Marketers whose product is most desirable to the consumer
must make sure that the transaction goes smoothly. For example, Internet retailers have worked
hard to prevent consumers from abandoning online purchase (i.e., online shopping carts) by
streamlining the checkout process. For marketers whose product is not the consumer’s selected
product, last chance marketing efforts may be worth exploring, such as offering incentives to
store personnel to "talk up" their product at the checkout line.
5. After-Purchase Evaluation
Once the consumer has made the purchase they are faced with an evaluation of the decision. If
the product performs below the consumer’s expectation then he/she will re-evaluate satisfaction
with the decision, which at its extreme may result in the consumer returning the product while in
less extreme situations the consumer will retain the purchased item but may take a negative view
of the product. Such evaluations are more likely to occur in cases of expensive or highly
important purchases. To help ease the concerns consumers have with their purchase evaluation,
71
marketers need to be receptive and even encourage consumer contact. Customer service centers
and follow-up market research are useful tools in helping to address purchasers’ concerns.
CHAPTER : 3
OBJECTIVE OF THE STUDY:
Main objective: The main objective of the study is to study the buying motives of the customers
regarding purchasing tata carss in Tata MotorsLtd. (Formerly Tata cars MAHINDRA Motors Ltd.).
SPECIFIC OBJECTIVES:
1. To gain an understanding of the theories and concepts of Buyer Behavior, to find the age group,
educational back ground, occupation / profession and income and income level of the respondents.
2. To know whether the customer is interested to purchase tata carss in Tata MotorsLtd. (Formerly Tata
cars MAHINDRA Motors Ltd.) or not.
3. To find respondents reason for purchasing the tata carss in Tata MotorsLtd.
4. To know the important reason the respondents give to each factor for purchasing tata carss in Tata
MotorsLtd. (Formerly Tata cars MAHINDRA Motors Ltd.).
5. To know the customer service satisfaction from the respondents.

6. To know the awareness of the brand Tata MotorsLtd.
NEED FOR THE STUDY:
72
Customers consider various factors for purchasing of tata carss in Tata MotorsLtd. (Formerly Tata
cars MAHINDRA Motors Ltd.). The factors they consider are based on certain demographic variables
such as income, age, occupation etc. It also depends on attributes and life Performance of the customer
buying behavior becomes essential to get a competitive edge.
SCOPE OF THE PROJECT
The study aims to measure buying behavior level of the customers regarding Tata MotorsLtd. industries.
The area within which the study was conducted regarding the information the primary data is collected
in the form of questionnaire collected from the dealers in Rangareddy district. To sum up the project
had within the scope of the study in the area of “Customer Buying Behavior” of Tata MotorsLtd. in
Rangareddy district for a particular time (2012).
The research measures the experiences of customers. Defines and analyses the experiences based on
key deliverables. Gains insights into Customer expectations.
Research Methodology
SOURCES OF DATA:
DATA COLLECTION INSTRUMENTS:
PRIMARRY METHOD:
Primary data are those, which are collected fresh and for the first time and this happen to
be original in character. In this study primary data was collected by interview schedule method.
SECONDARY METHOD:
73
Secondary data are those, which are collected from existing data. Secondary data for this study
include appropriate material from newspaper, Magazines, Broachers, Company Reports, Standard Text
Books, and information from Internet has also been acquired wherever necessary.
FIELD WORK:
The project involved a fieldwork of around 1 month 15 days where in the survey was
carried out.
The survey was conducted in different areas of Hyderabad such as Koti, bowenpally, Ameerpet, L.B
Nagar, Hayath nagar.
METHODOLOGICAL ASSUMPTIONS:
a) The primary data has been collected by an interview schedule.
b) The sample for the study was selected on a convenience basis
c) All primary data collected is true and reflects the actual actions of the
Respondents.
d) The data collected has been coded, tabulated and analyzed into logical
Statement using simple statistical methods, pie charts, etc.
74
DESCRIPTION OF THE RESEARCH DESIGN:
A research design is a logical and systematic plan prepared for directing a research study it
specifies the methodology and technique to be adopted for achieving the objectives. It constitutes the
blueprint for the collection, measurement and analysis of data.
The main aim of the study is to evaluate the brand image of Tata cars MAHINDRA. The study is
descriptive in nature. Surveys are best-suited method for descriptive research. So survey method is
used for the study.
The preparation of a research plan for a study aids in establishing direction to the study and knowing
exactly what has to be done and how and when it has to be done at every stage.
A research plan describes the boundaries of research activities and enables the research to channel
his energies in the right work. With clear research objectives, in view the research can proceed
systematically towards his achievements.
SAMPLING PROCEDURES:
Sampling is a systematic approach for selecting a few elements from an entire collection
of units (population) in order to make some inference about the total population it is a small
specimen or a segment of the whole population representing its general qualities as for as
possible. The study was undertaken by convenience sampling.
SAMPLE SIZE:
The study is conducted on a sample of 100 respondents.
75
SAMPLING FRAME:
The population for the study consists of Big bazaar owners in the cities of Hyderabad and Secunderabad.
RESEARCH INSTRUMENTS:
An interview schedule was used to conduct the study.
LIMITATIONS:
I. The Time Period Of Project Is 45 Days.

II. Though The Customers Wanted To Give Information They could not Give As It Wastes Their
Business Time.
III. The Accuracy Of The Answers Depends Upon The Mode Of Interest Of Respondents.
IV. The opinions of the sample may or may not depict the exact opinions of the total population.
76
CHAPTER: 4
DATA ANALYSIS
&
INTERPRETATION
77
AGE GROUP OF THE RESPONDENTS:
The below table shows the age group of the respondents surveyed:
AGE No Of Respondents
18-28 8
28-38 28
38-48 10
Above 48 54
Total 100
No Of Respondents
120
100
80
No Of Respondents
60
40
20
0
18-28 28-38 38-48 Above 48 Total
78
INFERENCE: From the above table, 8% of the respondents belong to the age group of 18-28
years, 28% of the respondents belong to the age group of 28-38 years, 10% of the respondents
belong to the age group of 38-48 years, 54% of the respondents belong to the age group of above
48 years.
OCCUPATION OF THE RESPONDENTS:
The below table shows the type of respondents of the respondents surveyed.
Occupation No Of Respondents
Student 0
Business 50
Private Employee 32
Govt Employee 18
Total 100
No Of Respondents
100
80
60
40 No Of Respondents
20
0
t s ee ee l
en es ta
ud is n loy loy To
St p p
Bu Em Em
te vt
r iva Go
P
79
INFERENCE: From the above table 0% of the respondents are students, 50% of the respondents
are businessmen, 32% of the respondents are private employee, 18% of the respondents are Govt
employee.
WANTING A CAR OR NOT:
The below table shows that whether the respondents is wanting a tata cars or not
Wanting a CAR or not No of respondents
Yes 80
No 20
Total 100
Having a Four wheeler
20%
Yes
No
80%
INFERENCE:
80
From the above table 80%of people wanting Tata cars and 20% do not want Tata cars.
TYPE OF TATA CARS THAT THE RESPONDENT IS WANTING:
The below table shows the type of TATA CARS that the respondent is wanting.
Type of TATA CARS No of respondents % of respondents
780CC 51 51
796CC 14 14
900CC 26 26
1456CC 09 9
120
100
80
60 % of respondents
No of respondents
40
20
0
100CC 180CC 150CC 200CC
81
INFERENCE:
From the above table 51%of the respondents are Wanting Tata MotorsLtd 780CC TATA CARS.
14%of the respondents want 796CC. 26%of the respondents are wanting 900CC.9% of the
respondents want 1456CC.
SOURCES OF INFORMATION
The below table shows, from where did the respondent get the information about the
TATA CARS.
Sources of information No of respondents
Offers 15
Advertisements 27
Referred from friends & relatives 33
Technology 10
Finance Schemes 15
Total 100
15% 15.00% Offers
Advertisements
10%
Referred from friends &
relatives
27.00%
Technology
Finance Schemes 82
33%
INFERENCE:
From the above table 15%of people known from offers, 27% of people known from
advertisements, and 33% of people known from their friends and relatives, 10% of people known
from technology, 15% of people known from finance schemes.
SATISFACTION WITH TATA MOTORSLTD TATA CARS:
TATA CARS Performance Mileage Features Price pickup Reliability Brand Image
Excellent 10 25 24 02 05 08 20
Very good 25 24 15 18 06 02 20
Good 10 21 25 12 15 35 25
Average 21 10 10 14 5 6 8
Poor 0 2 1 8 2 3 1
83
100%
90%
80%
70%
60%
50% Poor
Average
40%
Good
30% Very good
20% Excellent
10%
0%
ce e s ice up y e
an ag tu
re
Pr ck b ilit ag
r m ile a pi
lia Im
M Fe Re
d
er fo r an
P B
INFERENCE:
From the above table 17% of the respondents preferred PERFORMENCE as their main motive,
22% of the respondents preferred PRICE as their main motive, 4%of the respondents preferred
FEATURES as their main motive, 22% of the respondents preferred TRANSPORT as their
main motive, 2% of the respondents preferred RELIABILITY as their main motive, 21% of the
respondents preferred BRAND IMAGE as their main motive.
PERFORMENCE:
The following table shows that, some of the brands of tata carss respondents selected performance as
their main motive.
Brand No of respondents
TATA CARS 32
MAHINDRA CARS 35
MAHINDRA 30
HYNDUI 03 84
Total 100
No of respondents
HERO
BAJAJ
HONDA
SUZIKI
Total
INFERENCE:
The above table shows that MAHINDRA CARS and MAHINDRA companies are the
competitors with TATA CARS Tata carss.
PRICE:
The following table shows that, some of the brands of respondents selected PRICE as their main
motive.
Brand
No of respondents
85
TATA CARS 31
MAHINDRA CARS 18
MAHINDRA 42
HYNDUI 9
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
HERO BAJAJ HONDA SUZIKI Total
INFERENCE:
The above table shows that MAHINDRA is the competitor with TATA CARS MOTO
CORP LTD.
PICK UP:
The following table shows that, some of the brands of respondents selected PICK UP as
their main motive.
86
TATA CARS 50
MAHINDRA CARS 10
MAHINDRA 30
HYNDUI 10
Total 100
No of respondents
100
90
80
70
60
50
Axis Title 40
30
20
10
0
HERO
BAJAJ
HONDA
SUZIKI
Total
INFERENCE:
The above table shows that TATA CARS is the best.
MILEAGE:
The following table shows that, some of the brands of respondents selected MILEAGE as their
main motive.
87
MILEAGE No of respondents
TATA CARS 50
MAHINDRA CARS 10
MAHINDRA 30
HYNDUI 10
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
INFERENCE:
RELIABILITY:
The following table shows that, some of the brands of respondents selected RELIABILITY as
their main motive.
88
Reliability No of respondents
TATA CARS 35
MAHINDRA CARS 15
MAHINDRA 30
HYNDUI 20
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
INFERENCE:
The above table shows that MAHINDRA is the competitor with TATA CARS .
FEATURES:
89
The following table shows that, some of the brands of respondents selected FEATURES as their
main motive.
FEATURES No of respondents
TATA CARS 35
MAHINDRA CARS 15
MAHINDRA 30
HYNDUI 20
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
INFERENCE:
BRAND IMAGE:
90
The following table shows that, some of the brands of respondents selected BRAND IMAGE is
their main motive
Brand Image No of respondents
TATA CARS 40
MAHINDRA CARS 20
MAHINDRA 30
HYNDUI 10
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
INFERENCE:
Respondents:
91
Respondents who want to buy the TATA CARS of a particular brand:
TATA CARS 40
MAHINDRA CARS 15
MAHINDRA 30
HYNDUI 15
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
INFERENCE:
The above table shows 40% of the respondents want to buy TATA CARS TATA CARSS.
92
CHAPTER-IV
93
CONCLUSION
 45% of the respondents are Tata MotorsLtd customers and hence it is most
Preferred TATA CARS brand out of various brands.
 Tata MotorsLtd 900CC is the most preferred model out of all products
 60% of the respondents are considering Tata MotorsLtd brand before

Purchasing there for use.
 Most of the respondents are getting information through friends

Before purchasing the TATA CARS.
 Most of the respondents are Wanting good satisfaction with dealer

Service comparing to other brands.
 Most of the respondents are giving more preference to mileage.
 60% of the respondents are affecting by their friends and relatives.
94
FINDINGS
 50% of the Tata MotorsLtd customers are business people and 32% of the customers are
private employees.
 Most of the respondents belong to the age group of 18-50 years.
 Tata MotorsLtd 900CC is the most preferred model in the Tata MotorsLtd products.
 Most of the respondents getting information through the Media and friends before
purchasing the vehicle.
 Most of the respondents are motivated by their friends and family members.
 Most of the respondents have good satisfaction with the performance of their TATA
CARS strength.
 64% of the respondents are satisfied with the mileage of their TATA CARS.
 Most of the respondents felt that the price is reasonable.
 Cent percent of the respondents satisfied with the response of the sales executive at first
visit.
 60% of the Tata MotorsLtd users have good satisfaction with the performance given b the
company.
 Most of the respondents are satisfied with the response of the company to the complaints
given by the customers.
 Most of the respondents are satisfied with the fulfillment of promises by the company.
95
SUGGESTIONS
 The TATA CARSs recently introduced by Tata MotorsLtd are mostly concerned about
home base. So, they should also consider commercial people while manufacturing.
 Indian market is a price sensitive market’s the TATA CARSs should be at Minimum
price with maximum quality.
 The standard of pricing should be improved.

 Advertisements in Televisions, offers should be increased to attract the People.
 If Tata MotorsLtd can improve in Performance and brand image it will be the best in all
the other competition brands.
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QUESTIONNAIRE
BUYING MOTIVES FOR TWO WHEELERS
1. NAME :
2. AGE :
18-25 25-35 35-45 Above-45
3. GENDER
Male Female
4. EDUCATION
Under Graduate Graduate Post Graduate Professional
5. OCCUPATION
Student Business Govt. Employee Private Employee
97
6. INCOME PER MONTH
5000-10000 10000-20000 20000-30000
7. DO YOU HAVE OWN TATA CARS
Yes No
8. IF YES, WHICH BRAND YOU HAVE
TATA CARS MAHINDRA CARS MAHINDRA SUZUKI
9. WHAT IS THE MAIN MOTIVE BEHIND PURCHASING THAT BRAND?
Performance FEATURES Price
TRANSPORT Reliability Brand Image
10 IN WHICH WAY YOU PREFERED IN BUYING THAT PERTICULAR BRAND TATA CARS ?
Advertisement Referred from friends & Relatives
98
Technology Finance Schemes’ Offers
11. RANK THE TATA CARS YOU OWN ON THESE FACTORS
POOR AVERAGE GOOD VERY GOOD EXCELLENT
Performance
mileage
Features
Price
Pick up
Reliability
Brand Image
99
12. IF YOU DON’T USE TATA CARS, THEN WHICH BRANDS YOU PREFER TO BUY?
TATA CARS MAHINDRA CARS MAHINDRA
SUZUKI
13. WHAT IS THE REASON FOR SELECTING THAT BRAND?
Performance Price Mileage
Finance Facility Brand Image Reliability
14. IN WHICH WAY YOU PREFERED IN BUYING THAT BRAND?
Offer Advertisement Referred from Friends & Relatives
Technology Finance Schemes’
100
BIBILIOGRAPHY
S.No. AUTHOR NAME REFERED BOOKS
1. PHILLIP KOTLER Principles of Marketing – 11th Edition

Prentice Hall India.
2. PHILLIP KOTLAR Marketing Management – Millennium

Edition.Prentice Hall India
3. V.S.RAMASWAMY & Marketing Management -7th Edition

NAMAKUMARI Millennium India Ltd.
4. RICHARD R STILL Sales Management -5th Edition

Prentice Hall India.
5. G.C.BERI Marketing Research -6th Edition
Tata McGraw Hill Co.Ltd.
6. LUCK DAVID & Marketing Research -7th Edition
ROBIN RONALD Prentice Hall India
WEB SITES
WWW.GOOGLE.COM
WWW.TATA CARS MAHINDRA.COM
WWW.GOOGELFINANCE.COM
WWW.INDUSTRYSINDIA.COM
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RESEARCH REPORT

SUBMITTED TOWARDS PARTIAL FULFILLMENT

MASTERS OF BUSINESS ADMINISTRATION

MR. VIVEK SETH PARVIND GAUTAM

(ASST. PROFESSOR) MBA- 3RD Sem.

RAJ SMS, VARANASI ROLL NO; 1774770016

AFFILITED TO APJ. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW UP, INDIA

MBA 3rd SEM

ROLL NO: 1774770016

1.1. Overview of Industry as a whole

1.2. Profile of the Organization

1.3. Growth of the Organization

1.4. S.W.O.T Analysis of the Organization

Chapter 2 – Literature review

1.1 Consumer buying behaviour

1.2. Consumer decision making

1.3. Consumer Perception

1.4. Types of Consumer Behaviour

Chapter 3 - Objective & Methodology

2.4. Scope of the study

2.5. Research methodology

Chapter 4 - Data Analysis

Chapter 5 - Findings and Recommendations

1.1 Overview of Indian Automobile Industry

The automotive industry in India grew at a computed annual growth rate

09 tabled in parliament on 2nd July’09 said.

finance ministry statement said.

The automobile industry, which was plagued by the economic downturn

amidst a credit crisis, managed a growth of 0.7 percent in 2008-09 with

vehicles segment slumped 21.7 percent.

competitive with a number of global and Indian companies present today. It

market is dominated by Indian as well as foreign players such as Tata cars

MAHINDRA, MAHINDRA CARS Auto, MAHINDRA Motors, TVS

passenger car manufacturers in the country. And India is considered as

strategic market by Suzuki, Yamaha, etc. Commercial Vehicle market is

Eicher Motors etc.

Mahindra with Renault, Force Motors with Mann.

• India ranks 12th in the list of the worlds top 15 automakers

• Contributes 5% to the GDP

2002-03 to 23 lakh units in 2007-08

• Targeted to be of $ 145 Billion by 2016

• Exports increased from 84,000 units in 2002-03 to 280,000 units in 2007-

customers’ needs to a large extent.

companies are focusing on compact cars to be delivered in the Indian

market at a much smaller price. Moreover, the automobile companies are

coming up with financial schemes such as easy EMI repayment systems to

to share the technological advancements. Besides, there are many new

regulations and has also reduced the tariff on imports, contributing

significantly to the growth of the sector. Having firmly established its

presence in the domestic markets, the Indian automobile sector is now

Europe, Middle East and African and Asian markets.

as well as international arena.

Top Ten Players in Indian Automobile Sector

1. Maruti Suzuki India

4. MAHINDRA CARS Auto Limited

7. Yamaha Motor India

8. Hyundai Motors India Limited

9. Toyota Kirloskar Motor Private Limited