CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH

REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

CHAPTER-I
INTRODUCTION
1.1 INTRODUCTION

Today customer’s find multiple choice of product in every category. They

exhibit varying and diverse requirements for products / services, combinations and
services.

In the face of multiple choices customer will gravitate to the offering that will
best meet their perception of value and their attitudes.

In India, in one or the other sector, we see a lot of dramatic shifts and changes
from a production dominated to a consumer oriented business cultures, from sometimes
monopolistic supply to open competition to satisfy consumer demand.

Marketing is about winnings in this new environment. It is about understanding

what consumers want and supplying it more efficiently.

Consumer behavior studies how individuals groups and organizations select, by

use, and dispose of goods, services, ideas or experiences to satisfy their needs and
desires.

Consumers have become the strong base or pillers for any product or services.
The aim of any company or marketer is to satisfy customers’ wants or needs. So they
have to understand the customers so well that the product or service fits him and sells
itself.

This project deals with consumer behavior. The term consumer behavior refers
to the behavior that consumer displaying in searching for purchasing, using, evaluating
and disposing of products and service that they expert will satisfy their needs.

The study of consumer behavior is the study of how individuals make decision
to spend their available resources (Time, money).

The research has chosen the topic of consumer behavior in “Toyota Motors
Ltd”, which is in an automobile production (4 wheelers) and many others.

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1.2 OBJETIVES OF THE STUDY

• To study the preference level of customers towards Toyota Motors.
• To understand the proximity of brand awareness built by Toyota Motors.
• To analyze the satisfaction level of customers of Toyota Motors.
• To understand the market towards Toyota Motors.
• To analyze the factors which affects on consumer behavior while buying Toyota
Motors products.
• To analyze the comparative study for different models of Toyota Motors.

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1.3 SCOPE OF THE STUDY

The study was carried out in the Gulbarga city for Toyota Motors with reference
to Consumers Behavior with respect to “Karuna Toyota” Gulbarga.

• The study covers consumer satisfaction level.

• Study includes different brands preferences of consumers.
• Study covers the awareness of Tata products.
• Comparative analysis of different models of Toyota Motors.

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1.4 RESEARCH METHODOLOGY

The present study was carried out for 30 days in Karuna Toyota Gulbarga during
in plant training insight was gained on the functioning of the company and its market
for the products.

Research Design.
A research design is the arrangement of condition for collection & analysis of
data in a manner that aims to combine the relevance to research purpose with economy
in procedure.

Method of research carried was by interviewing & by questionnaire. The

analysis of the study has done through different Statistical tools & interpreted. The data
has been represented in form of tables and graphs.

For this study both Primary and Secondary data was used.
1. Primary data.
2. Secondary data.

1. PRIMARY DATA:
The main sources of data is the Primary data, the method adopted for the
collection of primary data is through field survey method. In this method, technique of
questionnaires, were prepared with both the open- Ended and close- Ended questions.

2. SECONDARY DATA:
Secondary data was also collected from company annual reports, magazines,
internet and concerned text books, etc.

The collected are presented in the form of statistical tables and graphs

SAMPLE DESIGN:
The sampling technique used for the study is convenience / satisfactory
sampling among the car owners, 100 consumers have been selected for the gathering
Primary data.

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In brief the Methodology was:-

• Data Source = Primary and Secondary
• Sample Size = 100
• Method = Survey
• Techniques = Questionnaire
• Analytical Tools = Simple Analytical Tools.

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1.5 LIMITATION OF THE STUDY

• The study carry down in the Gulbarga city the result may differ if the study
carried out any where else.
• The time was major constraint on 30 days.
• As number of respondence were just 100 and can’t represent the reliable result.
• The data reveled by respondence may not be correct and may contain some
error. Because of their ignorance.
• The same survey carries down any where else. May differ to present study.
• Since the survey was only in Gulbarga city the result is not fully reliable.

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CHAPTER- II
THEORETICAL BACKGROUND

CONSUMER BEHAVIOR:
The field of consumer behavior studies how individual, groups and
organizational select, by use and dispose of goods, service, ideas or experiences to
satisfy their need and desires, understanding consumer behavior and “Knowing
customer” are never simple, customer may say one thing but do another.

Consumer purchases are influenced strongly by cultural, social, personal and

psychological characteristics.

Marketing Other Stimuli Buyer’s Buyers Buyers

Stimuli Characteristics Decision Decision
Process
Product Economic Culture Problem Product
Recognition choice

Price Technological Social Information Branch

Search Choice

Place Political Personal Purchase Purchase

Decision Timing

Promotion Cultural Psychological Post Purchase

Purchase Amount
Behavior

The buyer characteristics and decision process lead to certain purchase

decisions. The markets task is to understand what happens in the buyers’ consciousness
between the arrived of outside stimuli and the buyers purchase decision. Consumer
buying behavior is influenced by Culture, Social, Personal and Psychological factors.

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CULTURE:-
Culture is the most basic cause of a person’s wants and behavior. Human
behavior is largely learned. Growing up in society, a child learns basic values,
perceptions, wants and behaviors from the family and other important institutions.

SOCIAL FACTORS:-
A consumer’s behavior also is influenced by social factors, such as the
consumer’s small groups, family, and roles and status.

Groups:-
A person’s reference group consists of all the groups that have a direct (face to
face) or indirect influence on the person’s attitudes or behavior. Groups having a direct
influence on a person are called membership group. Some memberships are family,
friends, neighbor and co- workers, with whom the person interacts formally and
informally. They influences attitudes, self – concept and creates pressure for conformity
that may effect actual product and brand choice.

Family:-
The family is the most important consumer buying organization in society. Even
if the buyer no longer interacts. Very much with parents, their influence on the buyers
can be significant.

Role and Status:-

A person belongs to many groups –family, clubs, and organizations. The
person’s position in each group can be defined in terms of both role and status. A role
consists of the activities people are expected to perform according to the persons around
them. Each role carries a status reflecting the general esteem given to it by society.

People usually choose products appropriate to their roles and status. Consider
the various roles a working mother plays. In her company, she plays the role of a brand
manager; in her family, she plays the role of wife and mother. As a brand manager, she
will buy the kind of clothing that reflects her role and status in her company.

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PERSONAL FACTORS:-
A buyer’s decision is also influenced by Personal characteristics. These include
the Buyers Age and Stage in the Life cycle, Occupation, Economic Situation, Life Style
and Self concept.

PSYCHOLOGICAL FACTORS:-
A person’s buying choices are further influenced by 4 major Psychological
factors: Motivation, Perception, Learning and Beliefs & Attitudes.

Motivation:-
A person has many needs at given time. Some are biological, arising from the
states of tension such as hunger, thirst or discomfort. Others are psychological, arising
from the need for recognition, esteem or belonging. A need becomes a motive when it is
aroused to a sufficient level of intensity. A motive (or drive) is a need that is sufficiently
pressing to direct the person to seek satisfaction.

Perception:-
Perception is the process by which people select, organize and interpret
information to form a meaningful picture of the world.

Learning:-
When people act, they learn. Learning describes changes in an individual’s
behavior arising from the experience.

Beliefs and Attitudes:-

A Belief is descriptive thought that a person has about something. Beliefs may
be based on real knowledge, opinion or faith and may or may not carry an emotional
charge. Marketers are interested in the beliefs that people formulate about specific
products and services, because these beliefs makeup product and brand images that
affect buying behavior. If some of the beliefs are wrong and prevent purchase, the
marketer will want to launch a campaign to correct them.

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A person’s consistently favorable or unfavorable evaluations, feelings and

tendencies toward an object or idea.

PRODUCT:-
A Product is anything that can be offered to a marketer for attention, acquisition,
use, or consumption and that might satisfy a want or need.

At the time of visualizing any product, the marketer thinks of it at three levels they are:
➢ Core Benefits
➢ Tangible specification
➢ Augmented Features

➢ Core Benefits:-
It means, what the product stand for, for example a car offers the generic benefit
of traveling, luxury & image in the society.

➢ Tangible Specification:-
Features, color, design, size, weight etc. materials used in making the product,
operating resources (say, diesel, petrol or electricity) and price.

➢ Augmented Features:-
Company name, Brand image, warranty / guarantee for the whole machine or
specific parts etc. it may include dimensions like delivery, easy accessibility, credit,
packaging, repair / service facilities.

The most fundamental aspect is, the core product is to answer the question of
why the buyer wishes to have it. That is every product tries to satisfy some core benefits
or services. The marketer’s job is to reveal the underlying motives behind buying the
some product. That is, to ascertain from the buyer whether he is really satisfied by
having the same product?

Alternatively, one may call it the generic requirements.

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When applying the generic product concept, two key issues should be kept in
mind. First, it is the consumers’ view of what a given product represents. Thus, a
marketer should determine what that product means to the consumer before designing
the product. Secondly, aspirations of consumers differ from place to place and with
time. Thus the same product (such as a car) may satisfy different generic requirements
(such as a means of basic transportation: comfortable driving and symbol of success and
status in life etc). The marketer should design the product after considering the impact
of different possible generic requirements.

At the next level, a marketer usually tries to identify many tangible aspects of
the form of features, style, packaging, quality etc. In the above example of car, the
marketer could offer particular features like fuel, economy, elegant design of the
machine, driving comfort, external appearance, color, size etc.

Finally consumers are attracted by diverse augmented service for example;

marketer may use his corporate image or brand name, delivery, warranty, credit terms
etc. The augmented facilities of a compiler may be its popular name the availability of
software packages, the services professions; the warranty etc. if a company could
customize the various types of augmented services in a product, and it stands the best
chance to succeed in long run.

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CHAPTER- III
COMPANY PROFILE

Toyota
(http://www.toyotabharat.com)
Toyota Motor Corporation (Japanese: トヨタ自動車株式会社 Toyota Jidōsha KK?,
IPA: [toꜜjota][4]) TYO: 7203, LSE: TYT, NYSE: TM, commonly known simply as
Toyota and abbreviated as TMC, is a multinational automaker headquartered in
Toyota, Aichi, Japan. In 2010, Toyota Motor Corporation employed 317,734 people
worldwide. TMC is the world's largest automobile manufacturer by sales and
production.

The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his
father's company Toyota Industries to create automobiles. Three years earlier, in 1934,
while still a department of Toyota Industries, it created its first product, the Type A
engine, and, in 1936, its first passenger car, the Toyota AA. Toyota Motor Corporation
group companies are Toyota (including the Scion brand), Lexus, Daihatsu and Hino
Motors,[along with several "non-automotive" companies. TMC is part of the Toyota
Group, one of the largest conglomerates in the world.

Toyota Motor Corporation is headquartered in Toyota City, Aichi and in Tokyo.

Its Tokyo head office is located at 1-4-18 Koraku, Bunkyo-ku, Tokyo 112-8701, Japan.
Nagoya Office at 4-7-1 Meieki, Nakamura-ku, Nagoya City, Aichi Prefecture. In
addition to manufacturing automobiles, Toyota provides financial services through its
Toyota Financial Services division and also builds robots.

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Toyota Motor Corporation

Toyota Jidousha Kabushiki-gaisha
トヨタ自動車株式会社

Public
TYO: 7203
Type
LSE: TYT
NYSE: TM

• Automotive
Industry • Robotics
• Financial services

Founded August 28, 1937

Founder(s) Kiichiro Toyoda

Headquarters Toyota City, Aichi, Japan

Area served Worldwide

• Fujio Cho (Chairman and Representative Director)

• Katsuaki Watanabe (Vice chairman and Representative
Key people Director)
• Akio Toyoda (President and Representative Director)
• Shoichiro Toyoda (Honorary Chairman)[1]

Automobiles
Products
Financial Services

Production
10,398,182(FY2020)
output

Revenue US$275.4 billion (FY2020)

Operating
¥ 2,442,869 (FY2020)[2]
income

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Profit ¥2,142,329 million (FY2020)[2]

¥52,680,436 million (FY2020)[2]

Total assets
(US$492.7 billion)

Total equity ¥20,737,682 million (FY2020)[2]

Employees 359,542 (2020)[3]

Parent Toyota Group

• Lexus
Divisions
• TRD

• 522 (Toyota Group)

• Hino Motors, Ltd.
• Daihatsu Motor Co., Ltd.
Subsidiaries
• Toyota Financial Services
• DENSO
• Toyota Industries

Website Toyota Global

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COMPANY OVERVIEW

Toyota headquarters in Toyota City, Japan

Vehicles were originally sold under the name "Toyoda" (トヨダ), from the
family name of the company's founder, Kiichirō Toyoda. In September 1936, the
company ran a public competition to design a new logo. Out of 27,000 entries the
winning entry was the three Japanese katakana letters for "Toyoda" in a circle. But
Risaburō Toyoda, who had married into the family and was not born with that name,
preferred "Toyota" (トヨタ) because it took eight brush strokes (a fortuitous number) to
write in Japanese, was visually simpler (leaving off the diacritic at the end) and with a
voiceless consonant instead of a voiced one (voiced consonants are considered to have a
"murky" or "muddy" sound compared to voiceless consonants, which are "clear"). Since
"Toyoda" literally means "fertile rice paddies", changing the name also prevented the
company being associated with old-fashioned farming. The newly formed word was
trademarked and the company was registered in August 1937 as the "Toyota Motor
Company".

In predominantly Chinese-speaking countries or regions using traditional

Chinese characters, e.g. Hong Kong and Taiwan, Toyota is known as "豊田". In
predominantly Chinese speaking countries using simplified Chinese characters (e.g.
China), Toyota is known as "丰田" (pronounced as "Fēngtián" in Mandarin Chinese ).
These are the same characters as the founding family's name "Toyoda" in Japanese,
which translate to "fertile rice paddies" in the Chinese language as well.

From September 1947, Toyota's small-sized vehicles were sold under the name
"Toyopet" (トヨペット).[ The first vehicle sold under this name was the Toyopet
SA[17] but it also included vehicles such as the Toyopet SB light truck, Toyopet Stout

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light truck,[18] Toyopet Crown and the Toyopet Corona. However, when Toyota
eventually entered the American market in 1957 with the Crown, the name was not well
received due to connotations of toys and pets.[19] The name was soon dropped for the
American market but continued in other markets until the mid 1960s.

With over 30 million sold, the Corolla is one of the most popular and best
selling cars in the world.
The Toyota Motor Company received its first Japanese Quality Control Award
at the start of the 1980s and began participating in a wide variety of motorsports. Due to
the 1973 oil crisis, consumers in the lucrative US market began turning to small cars
with better fuel economy. American car manufacturers had considered small economy
cars to be an "entry level" product, and their small vehicles employed a low level of
quality in order to keep the price low.

By the early sixties, the US had begun placing stiff import tariffs on certain
vehicles. The Chicken tax of 1964 placed a 25% tax on imported light trucks. In
response to the tariff, Toyota, Nissan Motor Co. and Honda Motor Co. began building
plants in the US by the early eighties.

In 1982, the Toyota Motor Company and Toyota Motor Sales merged into one
company, the Toyota Motor Corporation. Two years later, Toyota entered into a joint
venture with General Motors called NUMMI, the New United Motor Manufacturing,
Inc, operating an automobile-manufacturing plant in Fremont, California. The factory
was an old General Motors plant that had been closed for two years. Toyota then started
to establish new brands at the end of the 1980s, with the launch of their luxury division
Lexus in 1989.

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In the 1990s, Toyota began to branch out from producing mostly compact cars
by adding many larger and more luxurious vehicles to its lineup, including a full-sized
pickup, the T100 (and later the Tundra); several lines of SUVs; a sport version of the
Camry, known as the Camry Solara; and the Scion brand, a group of several affordable,
yet sporty, automobiles targeted specifically to young adults. Toyota also began
production of the world's best-selling hybrid car, the Prius, in 1997.

DEALER’S PROFIE
M/s. Karuna Toyota, operating in Gulbarga is the 3rd Car dealership in the state
of Karnataka. M/s. Karuna Toyota shall handle the complete range of Toyota Motors,
Passenger car product.

The inauguration of dealership operations of M/s. Karuna Toyota by

Mr. Santosh Bilgundi, Managing Director & Mr. Basavaraj D.K, Manager of Toyota
Motors Ltd., Customer of Toyota Motors Passenger car products in and around
Gulbarga can look forward to increased options and choice, as well as enhanced levels
of support for the Toyota Motors products they purchase.

The said dealership has situated at Opp. KHB Shopping Mall, Biglundi Garden,
Gulbarga and the Company has also having its sophisticated modern workship.

The main founder of this organization is Pillers of the Organization.

1. Mr. Santosh Bilgundi - Managing Director
2. Mr. Basavaraj D.K - Manager

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PRICE LIST

TOYOTA COROLLA ALTIS PRICE LIST W.E.F. FROM 2020

PETROL
Private
Ex- Road Tax
Private On-Road Car
showroom & Smile
Suffix Car Price Insurance
(incl. Handling Package
Insurance Gulbarga With
VAT) Charges
Add-ON
G 16,45,000 90,709 3,22,412 3500 20,74,571 36955
GL 18,82,000 99,591 3,67,133 3500 23,67,544 42904
VL CVT 20,19,000 1,04,725 4,15,396 3500 25,59,311 47540

DIESEL
Private
Ex- Road Tax
Private On-Road Car
showroom & Smile
Suffix Car Price Insurance
(incl. Handling Package
Insurance Gulbarga With
VAT) Charges
Add-ON
GL 19,36,000 82,184 3,77323 6000 24,14,867 40099
G 17,71,000 76,281 3,46,188 6000 22,11,179 46311

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TOYOTA FORTUNER PRICE LIST W.E.F. FROM 2020

Private
Road Tax
Ex- Private On-Road Car
&
Fuel Seater showroom Car Price Insurance
Handling
(incl. VAT) Insurance Gulbarga With Add-
Charges
ON
Diesel 7 30.6 L 1,09,731 6,20,987 38 L 75,310

TOYOTA GLANCE PRICE LIST W.E.F. FROM 2020

Private
Ex- Private On-Road Car
Road Tax &
Suffix showroom Car Price Insurance
Handling Charges
(incl. VAT) Insurance Gulbarga With Add-
ON
G 7,08,000 31,148 1,18,223 8,63,871 18150
V 7,71,000 32,618 1,28,013 9,38,131 19884
G CVT 8,40,000 34,228 1,38,736 10,19,464 21580

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TOYOTA INNOVA CRYSTA PRICE LIST W.E.F. FROM 2020

Road
Ex- Smile On-
Model Seate Privat Tax & Privat
Fuel Showroo Packag Road
s r e Car Handlin e Car
m e* Price
g
2.4 G DIESE 7* 16,44,000 93,06 3,22,223 10,000 20,7622 40,46
L 2 5 7
8* 16,49,000 93,24 3,23,166 10,000 20,82,40 40,46
9 5 7
2.4 DIESE 7* 17,47,000 76,86 3,37,859 10,000 21,87,78 41,67
GX L 0 9 5
8* 17,52,000 77,33 3,38,803 10,000 21,94,26 41,85
8 1 4
2.4 DIESE 7* 20,89,000 85,37 4,25,583 10,000 26,29,44 47,82
VX L 6 9 3
8* 20,94,000 85,85 4,26,582 10,000 26,35,97 48,00
5 7 0

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ORGANIZATION STRUCTURE

MANAGING DIRECTOR
GENERAL MANAGER

Sales Service Finance & Accounting Spares

Department Department Department Department

Sales Service Cashier Service Manager

Manager Manager

Account Workers
Sales Supervisors Executive
Executives

Workers Office Boy

1. SALES DEPARTMENT:-
Sales department is based on customer request. The main function of this
department is preparation and submission of proposal verification of customers
purchase order and also rising of order acceptance. This department undertakes all the
necessary activities in regard with the sales, marketing and promotion of the products.

2. SERVICE DEPARTMENT:-
This is the main department of the firm handled by the service manager. Once
sales team sell the vehicle to the customer, services department handles further things
like free service, payment service and handles the customer complaints.

The firm at least conducts 10 service camps every year. The camps are held at
its covered areas.

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3. FINANCE AND ACCOUNT DEPARTMENT:-

This department is vital for any organization. This department deals with
maintaining the accounts and checking the accounts. This department is handled by the
Finance and Account manager.

• The account manager handles the accounting of purchase bills and issue cheques
to the supplier.
• He handles the day to day transactions and also prepares bank and cash
vouchers.

4. SPARES DEPARTMENT:-
This is the department in which spare parts and accessories are sold out. This
department is mainly concerned to service department whenever service department
people in need any spare part they take help from this department. Based on the order
requirement the company dispatches the spare parts.

It includes procurement of spares and accessories required by stores and it also

includes proper checking of shortages. As and when servicing is carried on in workshop
requirement of spares and accessories will be high. So all these work should carried by
this department only.

Spares and accessories are sold on the counter, while servicing a particular
vehicle if any spares are required they are sold through this counter only.

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CHAPTER- IV
ANALYSIS AND INTERPRETATION OF DATA

Table 1: Showing Sex Wise Classification Of Respondents

Sex No. of Respondents

Male 73

Female 27

Total 100

From the above table it was noticed that out of 100 respondents 73 percent were
Male and remaining 27 percent were female.

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Graph 1: Showing Sex Wise Classification of Respondents

80 73

70
60
50
40 27 Male
Female
30
20
10
0
Male Female

From the above Graph it was noticed that out of 100 respondents 73 percent
were Male and remaining 27 percent were female.

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Table 2: Showing Education Wise Classification of Respondents

Education No. of Respondents

Under Graduate 40

Graduate 44

Post Graduate 16

Others 0

Total 100

From the above table it was noticed that 40 percent of respondents were Under
Graduate followed by 44 percent of them belongs to Graduate, 16 percent of them
belongs to post Graduate and no one belongs to others.

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Graph 3: Showing Education Wise Classification of Respondents

45 44
40
40

35

30

25
Under Graduate
20
16 Graduate
15
Post Graduate
10

5 Others
0
0

e s
te at te er
dua du dua O
th
ra a
ra G Gr
erG st
d Po
Un

From the above graph it was noticed that 40 percent of respondents were Under
Graduate followed by 44 percent of them belongs to Graduate, 16 percent of them
belongs to post Graduate and no one belongs to others.

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Table 4: Showing Income Wise Classification of Respondents

Income No. of Respondents

5000-10000 27

10001-20000 35

20001-30000 23

Above 30001 15

Total 100

From the above table it was noticed that 15 percent of respondents belongs to
the income group above 30001 followed by 23 percent of them belongs to the income
group between 20001-30000, 35 percent of them belongs to the income group of 10001-
20000, 27 percent of them belongs to the income group of 5000-10000.

Vivekananda Institute of Management, Kalaburagi Page 27

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 4: Showing Income Wise Classification of Respondents

35 35

27
30

25 23

20
5000-10000
15
15 10001-20000

20001-30000
10
Above 30000

0
5000-10000 10001- 20001- above

20000 30000 30000

From the above graph it was noticed that 15 percent of respondents belongs to
the income group above 30001 followed by 23 percent of them belongs to the income
group between 20001-30000, 35 percent of them belongs to the income group of 10001-
20000, 27 percent of them belongs to the income group of 5000-10000.

Vivekananda Institute of Management, Kalaburagi Page 28

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 5: Showing Classification of Respondents according to their Occupation

Occupation No. of Respondents

Professional 15

Businessman 43

Govt. Employee 17

Student 25

Total 100

From the above table it was found that 43 percent of respondents were
Businessman. 25 percent of them were student, 17 percent of them were Govt.
Employees and 15 percent of them were Professionals.

Vivekananda Institute of Management, Kalaburagi Page 29

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 5: Showing Classification of Respondents according to their Occupation

45 43

40
35
30
25
25
20 15 17 Professional

15 Businessman
10 Govt.employee
5
Student
0
t
an
l

en
ee
na

oy

ud
sio

ss

pl

St
es

ne

m
of

t.e
si
Pr

Bu

ov
G

From the above graph it was found that 43 percent of respondents were
Businessman. 25 percent of them were student, 17 percent of them were Govt.
Employees and 15 percent of them were Professionals.

Vivekananda Institute of Management, Kalaburagi Page 30

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 6: Showing classification of the Respondents based on the Awareness of the

other brand of motors

Brand of Motors No. of Respondents Percentage

Toyota 100 30

Tata 63 19

Maruti 52 15

Hyundai 43 13

Ford 33 10

Honda 46 13

Total 337 100

From the above table it is noticed that all the respondents i.e. cent percent are
aware of Toyota Motors. Among them 19 percent are aware of Tata, 15 percent are
aware of Maruti, both 13 percent are aware of Honda and Ford and 10 percent are aware
of Ford.

Vivekananda Institute of Management, Kalaburagi Page 31

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 6: Showing classification of the Respondents based on the Awareness of the

other brand of motors

Awareness of the other brand

46
100
33 Toyota
Tata
Maruti
Hyundai
Ford
43
Honda
52 63

From the above graph it is noticed that all the respondents i.e. cent percent are
aware of Toyota Motors. Among them 19 percent are aware of Tata, 15 percent are
aware of Maruti, both 13 percent are aware of Honda and Ford and 10 percent are aware
of Ford.

Vivekananda Institute of Management, Kalaburagi Page 32

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 7: Showing Classification of Respondents based on the Use of Toyota

Motors.

Price No. of Respondents

Yes 100

No 0

Total 100

From the above table it was found that 100 percent of Respondents are used the
Toyota Motors.

Vivekananda Institute of Management, Kalaburagi Page 33

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 7: Showing Classification of Respondents based on the use of Toyota

Motors

100 Yes

80

60

Yes
40 No

20

No
0
Yes No

From the above graph it was found that 100 percent of Respondents are used
the Toyota Motors.

Vivekananda Institute of Management, Kalaburagi Page 34

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 8: Showing classification of the Respondents based on the Awareness of the

Toyota Motors

Motors No. of Respondents Percentage

Innova G 74 26

Innova GX 57 20

Innova VX 20 7

Glance 23 8

Corolla Petrol 55 19

Corolla Diesel 44 14

Fortuner 16 6

Total 289 100

From the above table it is noticed that 26 percent of Respondents are aware of
Innova G. 20 percent are aware of Innova GX. 19 percent of Respondents are aware of
Corolla Petrol. 14 percent of Respondents are aware of Corolla Diesel. 8 percent are
aware of Glance, 7 percent are aware of Innova VX and 6 percent of them are aware of
Fortuner model.

Vivekananda Institute of Management, Kalaburagi Page 35

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 8: Showing classification of the Respondents based on the Awareness of the

Toyota Motors

16
44 74 Innova G
Innova GX
Innova VX
Etios ALTIS
Corolla Petrol
55 Corolla Diesel
57 Fortuner
23 20

From the above graph it is noticed that 26 percent of Respondents are aware of
Innova G. 20 percent are aware of Innova GX. 19 percent of Respondents are aware of
Corolla Petrol. 14 percent of Respondents are aware of Corolla Diesel. 8 percent are
aware of Glance, 7 percent are aware of Innova VX and 6 percent of them are aware of
Fortuner model.

Vivekananda Institute of Management, Kalaburagi Page 36

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 9: Showing classification of the Respondents based on their Use of the

Toyota Motors

Models No. of Respondents Percentage

Innova G 30 20

Innova GX 26 18

Innova VX 45 31

Glance 30 20

Corolla Petrol 10 7

Corolla Diesel 4 3

Fortuner 2 1

Total 147 100

From the above table it is noticed that 31 percent of Respondents are using the
Innova VX model. Each of 20 percent Respondents is using the Innova G and Glance
models. 18 percent are using Innova VX, 7 percent are using Corolla Petrol, 3 percent
are using Corolla Diesel model and 1 percent is using Fortuner models.

Vivekananda Institute of Management, Kalaburagi Page 37

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 9: Showing classification of the Respondents based on their Use of the

Toyota Motors

10 4 2
30
Innova G
30 Innova GX
Innova VX
Etios ALTIS
Corolla Petrol
26 Corolla Diesel
Fortuner
45

From the above graph it is noticed that 31 percent of Respondents are using the
Innova VX model. Each of 20 percent Respondents is using the Innova G and Glance
models. 18 percent are using Innova VX, 7 percent are using Corolla Petrol, 3 percent
are using Corolla Diesel model and 1 percent is using Fortuner models.

Vivekananda Institute of Management, Kalaburagi Page 38

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 10: Showing Classification of Respondents based on the factors that have
influenced to prefer Toyota Motors Products

Factors No. of Respondents Percentage

Price 38 16

Brand Name 33 14

Quality 45 18

Durability 37 15

Engine Capacity 21 9

Service 22 9

Milage 36 15

Demo with Test Drive 9 4

Others - -

Total 241 100

From the above table it is noticed that 18 percent of Respondents prefer Toyota
Motors due to Quality of Toyota Motors. 16 percent of Respondents prefer Toyota
Motors due to Price of Toyota Motors. Each 15 percent of Respondents prefer due to
Durability and Milage of Toyota Motors.14 percent of Respondents prefer due to Brand
Name of Toyota Motors. Each 9 percent of Respondents prefer due to Engine Capacity
and Service and 4 percent of them prefer due to Demo with Test Drive.

Vivekananda Institute of Management, Kalaburagi Page 39

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 10: Showing Classification of Respondents based on the factors that have
influenced to prefer Toyota Motors Products

Price
9 0 38
36 Brand Name
Quality
22 33 Durability
Engine Capacity
Service
Milage
21 Demo with Test Drive
37 45 Others

From the above graph it is noticed that 18 percent of Respondents prefer Toyota
Motors due to Quality of Toyota Motors. 16 percent of Respondents prefer Toyota
Motors due to Price of Toyota Motors. Each 15 percent of Respondents prefer due to
Durability and Milage of Toyota Motors.14 percent of Respondents prefer due to Brand
Name of Toyota Motors. Each 9 percent of Respondents prefer due to Engine Capacity
and Service and 4 percent of them prefer due to Demo with Test Drive.

Vivekananda Institute of Management, Kalaburagi Page 40

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 11: Showing Classification of Respondents based on the Basis of Purchase

Basis of Purchase No. of Respondents

By Cash 47

By Installments 22

By Finance 30

Others 1

Total 100

From the above table it was noticed that 47 percent Respondents were purchased
their vehicle on Cash basis, 30 percent of Respondents were purchased on the basis of
Finance, 22 percent of Respondents were purchased on the basis of Installments and
only 1 percent of Respondent was purchased on the basis of others.

Vivekananda Institute of Management, Kalaburagi Page 41

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 11: Showing classification of Respondents based on the Basis of Purchase

50 47

40

30
30
22 By Cash
20
By Installments

10 By Finance

0 Others
0

h ts e s
as en nc h er
C n a t
B
y llm Fi O
sta y
In B
y
B

From the above graph it was noticed that 47 percent Respondents were
purchased their vehicle on Cash basis, 30 percent of Respondents were purchased on
the basis of Finance, 22 percent of Respondents were purchased on the basis of
Installments and only 1 percent of Respondent was purchased on the basis of others.

Vivekananda Institute of Management, Kalaburagi Page 42

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 12: Showing Classification of Respondents based on the Year of Purchase

Year No. of Respondents

Before 2007 13

2007-08 27

2008-09 6

2009-10 26

Less than 6 months 28

Total 100

From the table it was noticed that 28 percent of Respondents are purchased the
Toyota Motors during less than 6 months. 27 percent of Respondents are purchased
during 2007-08. 26 percent of Respondents are purchased during 2009-10. 13 percent of
Respondents are purchased during Before 2007 and 6 percent of Respondents are
purchased during 2008-09.

Vivekananda Institute of Management, Kalaburagi Page 43

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 12: Showing Classification of Respondents based on the Year of Purchase.

30

25

20

15
Before 2004

2004-06
10
2006-07

5 2007-08

Less than 6 m onths

0
06

07

08
4

s
00

04-

06-

07-

nth
e2

20

20

20

Mo
for

n6
Be

t ha
ss
Le

From the graph it was noticed that 28 percent of Respondents are purchased the
Toyota Motors during less than 6 months. 27 percent of Respondents are purchased
during 2007-08. 26 percent of Respondents are purchased during 2009-10. 13 percent of
Respondents are purchased during Before 2007 and 6 percent of Respondents are
purchased during 2008-09.

Vivekananda Institute of Management, Kalaburagi Page 44

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 13: Showing Classification of Respondents based on the reasons for

satisfaction with Toyota Motors Products

Reasons No. of Respondents Percentage

Brand Name 39 15

Price 33 12

Durability 32 12

Model 45 17

Engine 36 13

Service 22 8

Milage 40 15

Color 20 7

Others 1 0.3

Total 268 100

From the above table it is noticed that 17 percent of Respondents are satisfied
with the Models of Toyota Motors. Each 15 percent of Respondents are satisfied with
the Brand Name and Milage. 13 percent of Respondents are satisfied with the Engine of
Toyota Motors. Each 12 percent of Respondents are satisfied with the Price and
Durability of Toyota Motors. 8 percent are satisfied with the Service and 7 percent are
satisfied with the Colors of Toyota Motors and one percent are satisfied with other
reasons,

Vivekananda Institute of Management, Kalaburagi Page 45

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 13: Showing Classification of Respondents based on the reasons for

satisfaction with Toyota Motors Products

45

40

35

Brand Name
30
Price
25
Durability

20 Model

15 Engine

Serv ice
10
Milage

5 Color

0
Brand Durability Engine Milage

Name

From the above graph it is noticed that 17 percent of Respondents are satisfied
with the Models of Toyota Motors. Each 15 percent of Respondents are satisfied with
the Brand Name and Milage. 13 percent of Respondents are satisfied with the Engine of
Toyota Motors. Each 12 percent of Respondents are satisfied with the Price and
Durability of Toyota Motors. 8 percent are satisfied with the Service and 7 percent are
satisfied with the Colors of Toyota Motors and one percent are satisfied with other
reasons,

Vivekananda Institute of Management, Kalaburagi Page 46

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 14: Showing Classification of Respondents based on their Opinion of Easy

Availability of Spare Parts

Opinion No. of Respondents

Yes 97

No 3

Total 100

From the above table it was noticed that 97 percent of Respondents are satisfied
with the availability of spare parts of Toyota Motors only 3 percent of Respondents are
not satisfied.

Vivekananda Institute of Management, Kalaburagi Page 47

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 14: Showing Classification of Respondents based on their opinion of easy

availability spare parts

Yes
100
90
80
70
60
50 Yes
40 No
30
20
No
10
0
Yes No

From the above graph it was noticed that 97 percent of Respondents are satisfied
with the availability of spare parts of Toyota Motors only 3 percent of Respondents are
not satisfied.

Vivekananda Institute of Management, Kalaburagi Page 48

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 15: Showing Classification of Respondents based on the Satisfaction with the
service provided by the dealer

Satisfaction No. of Respondents

Yes 98

No 2

Total 100

From the above table it was noticed that 98 percent of respondents were satisfied
with the service provided by the dealer only 2 percent of them were not satisfied.

Vivekananda Institute of Management, Kalaburagi Page 49

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 15: Showing Classification of Respondents based on the Satisfaction with

the service provided by the dealer

2%

Yes
No

98%

From the above graph it was noticed that 98 percent of respondents were
satisfied with the service provided by the dealer only 2 percent of them were not
satisfied.

Vivekananda Institute of Management, Kalaburagi Page 50

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 16: Showing Classification of Respondents based on the Service They Expect
from Dealer

Service No. of Respondents

Fast delivery of vehicle 51

Mobile servicing 22

Good & Promotive service 27

Total 100

From the above table it was noticed that 51 percent of Respondents expect Fast
delivery of Vehicle, 27 percent of Respondents expect Good & Promotive Service and
22 percent of Respondents expect Mobile Servicing.

Vivekananda Institute of Management, Kalaburagi Page 51

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 16: Showing Classification of Respondents based on the service they expect
from Dealer

22
Fast delivery of
Vehicle

Mobile Servicing

27
51 Good & Promotive

Services

From the above graph it was noticed that 51 percent of Respondents expect Fast
delivery of Vehicle, 27 percent of Respondents expect Good & Promotive Service and
22 percent of Respondents expect Mobile Servicing.

Vivekananda Institute of Management, Kalaburagi Page 52

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 17: Showing Classification of Respondents based on their Satisfaction with

after Sales

Satisfaction No. of Respondents

Yes 98

No 2

Total 100

From the table it was noticed that 98 percent of Respondents were satisfied with
after sales and only 2 percent of Respondents were not satisfied.

Vivekananda Institute of Management, Kalaburagi Page 53

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 17: Showing Classification of Respondents based on their satisfaction with

after sales.

2%

Yes
No

98%

From the graph it was noticed that 98 percent of Respondents were satisfied
with after sales and only 2 percent of Respondents were not satisfied.

Vivekananda Institute of Management, Kalaburagi Page 54

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 18: Showing Classification of Respondents based on their opinion regarding

the price of Toyota Motors with other Brands

Opinions No. of Respondents

High 29

Average 58

Low average 13

Total 100

From the above table it was observed that 58 percent of Respondents had their
opinion that price of the Toyota Motors was Average than when compare to other
brands. 29 percent of the Respondents said that the price of Toyota Motors was high
and 13 percent of Respondents said that the price of Toyota Motors was Low average as
compared to other brands.

Vivekananda Institute of Management, Kalaburagi Page 55

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 18: Showing Classification of Respondents based on their opinion

regarding the price of the Toyota Motors with other brands.

60 58

50

40

30 29 High

Average
20

13 Low average
10

0
High Average Low

average

From the above graph it was observed that 58 percent of Respondents had their
opinion that price of the Toyota Motors was Average than when compare to other
brands. 29 percent of the Respondents said that the price of Toyota Motors was high
and 13 percent of Respondents said that the price of Toyota Motors was Low average as
compared to other brands.

Vivekananda Institute of Management, Kalaburagi Page 56

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 19: Showing Classification of Respondents based on their opinion regarding

performance of Toyota Motors with other brands

Opinions No. of Respondents

Excellent 19

Good 38

Very Good 29

Satisfactory 14

Poor 0

Total 100

From the above table it was noticed that 38 percent of Respondents said
performance of Toyota Motors as Good.

29 percent of Respondents said performance of Toyota Motors as Very Good.

19 percent of Respondents said as Excellent and 14 percent of Respondents said

as Excellent.

No one said performance of Toyota Motors as Poor.

Vivekananda Institute of Management, Kalaburagi Page 57

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 19: Showing Classification of Respondents based on their opinion

regarding performance of Toyota Motors with other brands.

40

35

30

25
Excellent
20
Good
15
Very Good
10
Satisfactory
5
Poor
0

nt
d or
oo oo
d ry Po
elle G G cto
c ry fa
Ex Ve tis
Sa

From the above graph it was noticed that 38 percent of Respondents said
performance of Toyota Motors as Good.

29 percent of Respondents said performance of Toyota Motors as Very Good.

19 percent of Respondents said as Excellent and 14 percent of Respondents said

as Excellent.

No one said performance of Toyota Motors as Poor.

Vivekananda Institute of Management, Kalaburagi Page 58

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 20: Showing Brand Image of the Toyota Motors according to Respondents

Reasons No. of Respondents

Customer Satisfaction 44

Sales & Promotion Activities 20

Both a & b 36

Others 0

Total 100

From the above table it was noticed that 44 percent of Respondents said that
Toyota Motors had built its Brand image due to Customer Satisfaction.

36 percent of Respondents said that Toyota Motors had built its Brand Image
due to both Customer Satisfaction and Sales & Promotion activities.

20 percent of Respondents said that Toyota Motors had built its Brand image
due to Sales & Promotion activities.

Vivekananda Institute of Management, Kalaburagi Page 59

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 20: Showing Brand Image of the Toyota Motors according to Respondents

Customer
36 Satisfaction
44
Sales &
Promotion
activities
Both a & b
20

From the above graph it was noticed that 44 percent of Respondents said that
Toyota Motors had built its Brand image due to Customer Satisfaction.

36 percent of Respondents said that Toyota Motors had built its Brand Image
due to both Customer Satisfaction and Sales & Promotion activities.

20 percent of Respondents said that Toyota Motors had built its Brand image
due to Sales & Promotion activities.

Vivekananda Institute of Management, Kalaburagi Page 60

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 21: Showing Promotion Activity which makes more impact on Toyota
Motors customers

Promotional Activity No. of Respondents

T.V 33

News paper 21

Publicity 16

Advertisement 26

Friends 4

Others 0

Total 100

From the table it was found that 33 percent of Respondents said that Television
has more impact on Toyota Motors customers. 26 percent of them said Advertisement
has more impact on Toyota Motors customers.

21 percent of them said News paper has more impact on Toyota Motors
customer. 16 percent of them said Publicity has more impact on Toyota Motors
customer. And 4 percent of them said Friends have more impact on Toyota Motors
customers.

Vivekananda Institute of Management, Kalaburagi Page 61

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 21: Showing Promotion Activity which makes more impact on Toyota
Motors customers

4
33
26 T.V

News paper

Publicity

Advertisement

Friends
16
21

From the graph it was found that 33 percent of Respondents said that Television
has more impact on Toyota Motors customers. 26 percent of them said Advertisement
has more impact on Toyota Motors customers.

21 percent of them said News paper has more impact on Toyota Motors
customer. 16 percent of them said Publicity has more impact on Toyota Motors
customer. And 4 percent of them said Friends have more impact on Toyota Motors
customers.

Vivekananda Institute of Management, Kalaburagi Page 62

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 22: Showing Classification of Respondents based on the Satisfaction of

Toyota Motors

Satisfaction No. of Respondents

Yes 96

No 4

Total 100

From the table it was noticed that 96 percent of Respondents are satisfied with
the Toyota Motors only 4 percent of Respondents are not satisfied.

Vivekananda Institute of Management, Kalaburagi Page 63

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 22: Showing Classification of Respondents based on the Satisfaction of

Toyota Motors

Yes
No

96

From the graph it was noticed that 96 percent of Respondents are satisfied with
the Toyota Motors only 4 percent of Respondents are not satisfied.

Vivekananda Institute of Management, Kalaburagi Page 64

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 23: Showing Classification of Respondents based on the Recommendation

given to the company for improvement of Toyota Motors

Recommendation No. of Respondents Percentage

Space 29 14

Style 53 25

Colors 37 18

Quality 25 12

Ground Clearance 19 9

Milage 25 12

Price of Accessories 21 10

Total 209 100

From the above table it is noticed that 25 percent of Respondents were

recommended for “Style” in the Toyota Motors. 18 percent were recommended for
“Colors” in Toyota Motors. 14 percent were recommended for “Space” in Toyota
Motors. Each 12 percent recommended for “Quality” and “Milage” of Toyota Motors.
10 percent were recommended for “Price of Accessories” and 9 percent were
recommended for “Ground Clearance” in Toyota Motors.

Vivekananda Institute of Management, Kalaburagi Page 65

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 23: Showing Classification of Respondents based on the Recommendation

given to the company for improvement of Toyota Motors

Space
21 29 Style
25
Colors

Quality

19 53 Ground Clearance

25 Milage
37
Price of Accessories

From the above graph it is noticed that 25 percent of Respondents were

recommended for “Style” in the Toyota Motors. 18 percent were recommended for
“Colors” in Toyota Motors. 14 percent were recommended for “Space” in Toyota
Motors. Each 12 percent recommended for “Quality” and “Milage” of Toyota Motors.
10 percent were recommended for “Price of Accessories” and 9 percent were
recommended for “Ground Clearance” in Toyota Motors.

Vivekananda Institute of Management, Kalaburagi Page 66

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 24: Showing Suggestion of the Respondents on purchasing The Toyota

Motors

Suggest No. of Respondents

Yes 99

No 1

Total 100

From the above table it was found that 99 percent of Respondents suggest their
friends and relatives to purchase Toyota Motors.

Vivekananda Institute of Management, Kalaburagi Page 67

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Graph 24: Showing Suggestion of the Respondents on purchasing The Toyota

Motors

Yes
No

99

From the above graph it was found that 99 percent of Respondents suggest their
friends and relatives to purchase Toyota Motors.

Vivekananda Institute of Management, Kalaburagi Page 68

 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

Table 25: Showing Education and Income Wise classification of Respondents

Education/ 5000- 10001-20000 20001-30000 Above Total

Income 10000 30001

Under 13 14 6 4 37

Graduate

Graduate 12 16 10 8 46

Post 1 5 7 3 16

Graduate

Others 1 0 0 0 1

Total 27 35 23 15 100

From the above table it is observed that 46 percent of respondents have done
Graduation among them 35 percent of respondents have income between 10001-20000,
26 percent have 5000-10000, 22 percent have 20001-30000, and 17 percent of
respondents have income above 30001.

37 percent of respondents are under graduate among them 38 percent of

respondents have income level between 10001-20000, 35 percent have 5000-10000, 16
percent have 20001-30000 and 11 percent have income above 30001.

16 percent of respondents are post graduates and among them 44 percent have
income between 20001-30000, 31 percent have 10001-20000, 19 percent have above
30001 and 6 percent have 5000-10000.

Only 1 percent has done other courses and has income level between 5000-
10000.

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 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
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Graph 25: Showing Education and Income Wise classification of Respondents

16
14
12
10
Under Graduate
8 Graduate
6 Post Graduate
Others
4
2
0
5000- 10001- 20001- Above
10000 20000 30000 30001

From the above graph it is observed that 46 percent of respondents have done
Graduation among them 35 percent of respondents have income between 10001-20000,
26 percent have 5000-10000, 22 percent have 20001-30000, and 17 percent of
respondents have income above 30001.

37 percent of respondents are under graduate among them 38 percent of

respondents have income level between 10001-20000, 35 percent have 5000-10000, 16
percent have 20001-30000 and 11 percent have income above 30001.

16 percent of respondents are post graduates and among them 44 percent have
income between 20001-30000, 31 percent have 10001-20000, 19 percent have above
30001 and 6 percent have 5000-10000.

Only 1 percent has done other courses and has income level between 5000-
10000.

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 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
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Table 26: Showing occupation and Income wise classification of Respondents

Occupation/ 5000-10000 10001- 20001- Above Total

Income 20000 30000 30001

Professional 4 3 4 4 15

Businessman 7 16 15 5 43

Govt. 3 8 3 3 17

employees

Student 13 8 1 3 25

Total 27 35 23 15 100

From the table it is observed that 43 percent respondents are Businessman.

Among them 37 percent respondents have income level between 10001-20000, 35
percent have income between 20001-30000, 16 percent have income between 5000-
10000 and 12 percent have income above 30001.

25 percent of respondents are students among them 52 percent have income

level between 5000-1000, 32 percent have income between 10001-20000, 12 percent
have income between above 30001 and 4 percent have income between 20001-30000.

17 percent of respondents are Government Employees. Among them 46 percent

of respondents have income level between 10001-20000 and 18 percent have income
level between 5000-10000, 20001-30000, above 30001 respectively.

19 percent of respondents have income level between 10001-20000 and each 27

percent of respondents have income level between 5000-10000, 20001-30000 and
above 30001 respectively.

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 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
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Graph 26: Showing occupation and Income wise classification of Respondents

16
14
12
10 Professional
Businessman
8
Govt. Employees
6
Student
4
2
0
5000-10000 10001-20000 20001-30000 Above 30001

From the graph it is observed that 43 percent respondents are Businessman.

Among them 37 percent respondents have income level between 10001-20000, 35
percent have income between 20001-30000, 16 percent have income between 5000-
10000 and 12 percent have income above 30001.

25 percent of respondents are students among them 52 percent have income

level between 5000-1000, 32 percent have income between 10001-20000, 12 percent
have income between above 30001 and 4 percent have income between 20001-30000.

17 percent of respondents are Government Employees. Among them 46 percent

of respondents have income level between 10001-20000 and 18 percent have income
level between 5000-10000, 20001-30000, above 30001 respectively.

19 percent of respondents have income level between 10001-20000 and each 27

percent of respondents have income level between 5000-10000, 20001-30000 and
above 30001 respectively.

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 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
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Table 27: Showing the performance of Toyota Motors with other brands

Ratings Weight No. of the respondents Actual score

Excellent 5 19 95
Good 4 38 152
Very Good 3 29 87
Satisfactory 2 14 28
Poor 1 0 0
Total 362

It was attempted to generate opinion of respondents towards satisfaction of

Toyota Motors. The respondents were asked to give opinion as excellent were asked to
give opinion as excellent, good, very good, satisfactory, poor.

Weighting given below:

Ratings Weight
Excellent 5
Good 4
Very Good 3
Satisfactory 2
Poor 1

The actual result was calculated by applying Likert’s formula

Expected score = 100 x 5 = 500
Actual Score
=  100
Expected Score
362
=  100
500
= 72.4%

Therefore it can be suggested by calculating formula that 72.4% of respondents

rated their Toyota Motors performance as ‘Excellent’.

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 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

CHAPTER – V
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS:
• Majority of the respondents i.e. 43 percent who are using Toyota Motors
products are businessmen’s.
• Majority of the respondents i.e. 97 percent are said that spare parts of Toyota
Motors are easily available.
• Majority of the respondents i.e. 98 percent are satisfied with the service
provided by dealer.
• Majority of the respondents i.e. 99 percent are suggest their relatives/ friends to
purchase the Toyota Motors.
• Majority of the respondent’s i.e.58 percent rated price of the Toyota Motors
products as “Average”.
• Majority of the respondents i.e. 44 percent said that Toyota Motors product’s
has built its brand image through Customer Satisfaction.
• Majority of the respondents i.e. 33 percent said Television makes more impact
on Toyota Motors customers compare to other promotional activity.
• Majority of the respondents i.e. 31 percent of respondents are using Innova VX.
• Majority of the respondents i.e. more than 25 percent of respondents are
recommended for improvement in “Style” of Toyota Motors.
• Majority of respondents i.e. 96 percent of respondents are satisfied with Toyota
Motors.
• Nearly 20 percent of respondents prefer Toyota Motors because ‘Quality’ of
Toyota Motors.
• Only 3 percent of respondents are using Corolla Diesel model.
• Majority of respondents i.e. more than 50 percent respondents expect service
from the in the form of ‘Fast delivery of vehicle’.
• Nearly 40 percent of respondents rated Toyota Motors performance as ‘good’.

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5.2 SUGGESTIONS:-
• ‘Style’ of Toyota Motors must be improved as majority of respondents
recommended for improvement.
• The dealers must take some measures to make aware of various models of
Toyota Motors.
• Some products like ‘Corolla Petrol’ and ‘Corolla Diesel’ should be improved
and additions should be made to it to attract the customers through promotional
activities like advertising, media publishing etc.
• Dealers of the Toyota Motors products should improve the Brand loyalty by
giving good service to customer.
• Spare parts of Toyota Motors should be made easily available as many of the
respondents are not satisfied with this and the price of Accessories should be
reduced.
• ‘Colors’ of Toyota Motors should be improved as majority of respondents
recommended for it.
• The company can improve its products usage and acceptability by introducing
better user friendly features like reducing engine sound, providing better milage
etc.
• The consumer expectation regarding the car usage life is about 10-15 years. So
the company should ensure long and trouble free usage life of their products
through improved technology and after sales services.
• Even though the reputation of brand is good, it should be retained and enhanced
by introducing more quality products.
• The company should give higher incentives to top dealer to promote the
products.

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 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
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5.3 CONCLUSION:-
The company may do well to concentrate on customers’ satisfaction as it is the
most important thing in today’s competition world. The only one way the company can
lead in bonding the customers to the company is through providing satisfaction to
customers through better offerings and after sales and services as it is important for the
company to improve its performance and minimize its value of share holders through
customer satisfaction and high market share.

By survey it is understood that Toyota Motors has a very strong brand name in
the market. Only it has to utilize it by improving its stock.

In case of service charges at Karuna Toyota almost all customers are satisfied.
But in case of purchasing a new car, the price offered on the car even though has some
variation as per the needs of customers but around 90% customers are satisfied with it.
The car price is satisfactory for all the customers.

So finally conclude that M/S Karuna Toyota Gulbarga has given good service to
Tata Motor’s customers.

It needs to adopt new technology in workshop for better service.

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 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
REFERENCE TO KARUNA TOYOTA (GULBARGA) PVT. LTD

BIBLIOGRAPHY

BOOKS
• “Principles of Marketing” (Eleventh Edition) Page no 25-60,80-95
• By Philip Kotler Page no 10-20
• Gary Armstrong
• Ashok K. Ghosh Prentice Hall of India Pvt. Ltd New Delhi Page no 157-173

WEBSITES

• www.toyotabharat.com

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QUESTIONNAIRE

1. Name : ______________________________________

2. Age:
a) 18 – 25 years b) 26 – 35 years
c) 36 – 45 years d) 46 & above

3. Sex:
a) Male b) Female

4. Education Qualification:
a) Under graduate b) Graduate
c) Post Graduate d) Others

5. Income Group P/Month:

a) 5000 – 10,000 b) 10,0001 – 20,000
c) 20,001 – 30,000 d) Above 30,001

6. Occupation
a) Professional b) Businessman
c) Govt. Employees d) Student

7. Please name the brand of Motors You are aware of?

a) Tata b) Maruti
c) Toyata d) Hyundai
e) Ford f) Honda
g) Others ………………………………

8. Have you used Toyota Motors products?

a) Yes b) No

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 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
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9. Which of the following Toyota Motors are you aware of?

a) Innova G b) Innova GX
c) Innova VX d) Glance
e) Corolla Petrol f) Corolla Diesel
g) Fortuner

10. Which model you have used?

a) Innova G b) Innova GX
c) Innova VX d) Glance
e) Corolla Petrol f) Corolla Diesel
g) Fortuner

11. What factors influenced to Prefer Toyota Motors Product?

a) Price b) Brand Name
c) Quality d) Durability
e) Engine capacity f) Service
g) Mileage f) Demo with test drive
h) Others ………………………………

12. On what basis did you Toyota Motors

a) By cash b) By installments
c) By Finance d) Other specify

13. When did you purchased Toyota Motors.

a) Before 2007 b) 2009-10
b) 2007-08 e) Les than 6 months
c) 2008-09

14. Point out the reasons for satisfaction with Toyota Motors Products
a) Brand Name b) Price
c) Durability d) Model
e) Engine f) Service
g) Mileage h) Colour
i) Others specify ………………………………

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 CONSUMER SATISFACTION TOWARDS TOYOTA MOTORS WITH
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15. Are the Spare Parts of Toyota Motors are easily available.
a) Yes b) No

16. Are you satisfied with the service provide by the dealer
a) Yes b) No
If No Please mention the reason ………………………

17. What service do you expect from dealer?

a) Fast Delivery of Vehicle
b) Mobile servicing
c) Good & promotive service

18. Are you satisfied with after sales?

a) Yes b) No
If No Please mention the reason ………………………

19. How do you feel when you compare Toyota Motors Products Price with other
brands
a) High b) Average
c) Low average

20. How do you feel when you compare the performance of Toyota Motors product
with other
a) Excellent b) Good
c) Very Good d) Satisfactory
e) Poor

21. How according to you Toyota Motors has built its brand image?
a) Customer satisfaction
b) Sales & Promotion activities
c) Both a & b
d) If other specify …………………………………

Vivekananda Institute of Management, Kalaburagi Page 80