A

PROJECT REPORT ON
CONSUMER BUYER
BEHAVIOUR-TATA MOTORS
SUBMITTED BY

MOHD AYAIN UDDIN

H.T.NO: 1211-22-684-038

PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE

AWARD OF THE DEGREE

BACHELOR OF BUSINESS ADMINISTRATION

OSMANIA UNIVERSITY,

HYDERABAD.

ST. PAUL’S DEGREE& PG COLLEGE

(AFFILIATED TO OSMANIA UNIVERSITY)

HIMAYATNAGAR, HYDERABAD.

(2024-2025)

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 ST. PAUL’S DEGREE & PG COLLEGE
HIMAYATNAGAR, HYDERABAD. PH. NO: 27602533
WEBSITE: www.st-pauls.co.in, EMAIL ID: [email protected]: 040-27602533

CERTIFICATE

This is to certify that MOHD AYAIN UDDIN is a Bonafide student of

BBA III YEAR of this institution with Hall Ticket No: 1211-22-684-038 for this
Academic year 2024-2025. He has submitted a project on CONSUMER BUYER
BEHAVIOUR from the organization WITH REFERENCE TO TATA
MOTORS under the supervision of MS ASRA SULTANA.

DATE: SIGNATURE OF THE

PRINCIPAL

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 ST. PAUL’S DEGREE & PG COLLEGE
HIMAYATNAGAR, HYDERABAD. PH. NO: 27602533
WEBSITE: www.st-pauls.co.in, EMAIL ID: [email protected]: 040-27602533

CERTIFICATE

This is to certify that MOHD AYAIN UDDIN of BBA III YEAR with
Hall Ticket NO: 1211-22-684-038 for the academic year 2024-2025 has
completed a project on CONSUMER BUYER BEHAVIOUR from WITH
REFERENCE TO TATA MOTORS under the supervision of MS ASRA
SULTANA.

DATE: SIGNATURE OF THE

GUIDE

3
 ST. PAUL’S DEGREE & PG COLLEGE
HIMAYATNAGAR, HYDERABAD. PH. NO: 27602533
WEBSITE: www.st-pauls.co.in, EMAIL ID: [email protected]: 040-27602533

CERTIFICATE

This is to certify that the project is submitted by MOHD AYAIN UDDIN

bearing Hall Ticket No: 1211-22-684-038 of BBA III YEAR on the project
CONSUMER BUYER BEHAVIOUR from WITH REFERENCE TO TATA
MOTORS during the academic year 2024-2025

External Examiner Internal Examiner

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 DECLARATION

I MOHD AYAIN UDDIN, student of Bachelor of Business Administration here

by declare that this project report titled Consumer buyer behaviour from with
reference to - tata motors submitted by me to the Department of Management, OU,
Hyderabad, is a Bonafide work undertaken by me and It is not submitted to any
other University or Institution for the award of any degree / certificate or
Published any time before.

Date: Signature of the Student

Name: MOHD AYAIN UDDIN

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 ACKNOWLEDGEMENT

As a student of St. Paul’s degree and P.G College affiliated to Osmania University,
I express my heartfelt gratitude to the TATA MOTORS for providing the
necessary information related to my project.

I also express my sincere thankfulness to Sri. SIRAJUDDIN, Hon. Secretary &

correspondent of St. Paul’s Degree & P. G College and Sri. M.HAYA GREEVA
CHARY, Principal St. Paul’s Degree & P.G College for providing me the
opportunity and complete cooperation, and all the necessary infrastructure to
complete my project.

Last but not the least it is my pleasure to have a dedicated faculty and guide for my
project, their whole-hearted co-operation helped in completing the project in time
and acquiring the knowledge.

MOHD AYAIN UDDIN

1211-22-684-038

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 TABLE OF CONTENTS
SL No. Contents Page no.

Executive summary

CHAPTER - I
1
10-20
Introduction

CHAPTER - II
2
Review Of Literature 22-30

CHAPTER - III
3
Research Methodology 30-35

CHAPTER – IV
4
Data Analysis And Interpretation 36-58

CHAPTER – V
5
Findings 59 -62

CHAPTER – VI
6 Recommendations 64
Conclusion
Annexure Bibliography 65

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 Executive Summery

The marketing is the main strength of any organization and this source contribute maximum to the
success of any organization. This study is conducted on one of the important functions in marketing, that
is, Consumers buying behavior towards TATA. The study signifies the importance of Consumers buying
behavior towards TATA in an organization. In the market it is very essential to know the buying behavior
of the consumer. Information on buyers behavior is generally used to predict or diagnose buyers action
in the markets. Prediction involves anticipating what buyers will do at some future time. Probably the
most common kind of buyer’s behavior prediction is the sales forecast, which estimates purchase choice
of buyer in the market.

Every organization should have or know the Consumers buying behavior made in the perspectives of
both the organization and as well as the employees to accomplish the objectives and have a successful
performance in order to achieve competitive advantage. The Indian competition in the market is very
volatile and the trend of the market is very much uncertain and it is very difficult to take decision about
particular scrip and the decision taken today is not valid for tomorrow. Therefore, the research problem
I selected is evaluation in the consumers buying behavior based on Research Analysis and then I have
gone for the analysis of the consumers buying behavior with the help of Questionnaires data and then
after complete study on the project I have given the information in a much easier way through charts.
The study is carried with an objective to guide the customer and speculators based on the Research
design and Analysis. The project that is carried out by me, will definitely help the Marketer and
Customer in going according to the buying behavior in order to sustain the competition in the market.

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CHAPTER – I
INTRODUCTION

INTRODUCTION

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The term consumer behavior is defined as the behavior that the consumers display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will satisfy their
needs.
Observable activities chosen to maximize satisfaction through the attainment of economic goods and
services such as choice of retail outlet, preference for particular brands and so on.The buying behaviors
of final consumers are the individual and households who buy goods and services for their personal
consumption.
Consumers make many buying decisions every day. Most large companies research consumers buying
behavior decision in great detail to discover.

• What consumers buy?

• Where they buy?

• How much they buy?

• When they buy?

• And when they buy?

Marketers can study actual consumer purchase, but learning about the whys of consumers buying
behavior is not so easy – the answers are often locked deep within the consumer head.

The central question for marketers is: How do consumers respond to various marketing efforts the
company might use? The companies that really understand how consumers will respond to different
product feature, prices and advertising apples has a great advantage over its competitors. The starting
point is the stimulus – response model behavior. Marketing and stimuli enter the consumer’s black box
and produce certain responses. Marketers must figure out what is in the buyer’s black box.

Buying behavior differs greatly for a tube of toothpaste, a tennis racket, an expensive camera
and a new Four-wheeler. More complex decisions usually involve more buying participants and more
deliberation.

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Complex consumers buying behavior in situation is characterized by high consumer involvement in a
purchase and significant perceived difference among brands.
Dissonance-reducing consumers buying behavior in situations is characterized by high involvement but
few perceived differences among brands.

Habitual consumers buying behavior in situations are characterized by low consumers involvement and
few significant perceived brand differences.

Variety-seeking consumers buying behavior in situation is characterized by low consumer involvement

but significant perceived brand differences.

Factors influencing the behavior of buyers.

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 advertising obviously influence consumers in trying to evoke
them to purchase a particular product or service.

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 People’s 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 lifestyle 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.

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NEED OF THE STUDY

• For academic purpose, as it is a part of the curriculum, in partial fulfillment of Master degree in
Business Administration, Jawaharlal Nehru Technological University.

• In this era of high competition and rapid changes, the Consumer buying behavior is known to be
one of the main factors to contribute for a successful performance and to attain competitive
advantage.

• The main purpose of the study is to gain practically knowledge on the role of Consumers buying
behavior in an organization.

• The purpose of the project is to study the importance of the Consumers buying behavior in the
organization.

• To study and analyze the various Consumers buying behavior in the organization.

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SCOPE OF THE STUDY

• The area of the study has been confined to its topic – Consumers buying behavior.

• The study was made in the organization.

• The main scope of the study is limited to Hyderabad area.

• It also analysis the benefits accruing to the company as a result of those service.

• This study has been made to find the level of satisfaction the customer has regarding the service
provider by Car place.

• The study has sole reference from the customers of Concorde showroom.

• The study was for duration of 45 days.

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OBJECTIVES OF THE STUDY

• To study the consumers satisfaction towards TATA Motors Cars & Concorde  To study the
importance of the Consumers buying behavior in the organization.

• To study and to analyze the various Consumer buying behavior in the organization.

• To know market position of TATA Cars in the market.

• To know consumer behavior for purchase of Four Wheeler car.

• To study the consumers satisfaction towards price of TATA.

• To study the consumers opinion of TATA.

• To analyze if Consumers buying behavior are reviewed and modified on timely basis.

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 INDUSTRY PROFILE
India had its date with this wonderful vehicle first time in 1898. Then for the next fifty years, cars were
imported to satisfy domestic demand. Between 1910 and 20's theautomobile industry made a humble
beginning by setting up assembly plants in Mumbai,Calcutta and Chennai. The import/assembly of
vehicles grew consistently after the 1920's, crossing the 30,000 mark in 1930. In 1946, Premier
Automobile Ltd (PAL) earned thedistinction of manufacturing the first car in the country by assembling
'Dodge DeSoto' and'Plymouth' cars at its Kurla plant. Hindustan Motors (HM), which started as a
manufacturer of auto components graduated to manufacture cars in 1949. Thanks to the Licence Raj
whichrestricted foreign competitors to enter the Indian car market, Indian roads were ruled
byAmbassador Car from Hindustan Motors and the Fiat from Premier Auto Ltd. for many of theinitial
years.In 1952, the GOI set up a tariff commission to devise regulations to develop anindigenous
automobile industry in the country.

After the commission submitted itsrecommendations, the GOI asked assembly plants, which did not
have plans to set upmanufacturing facilities, to shut operations. As a result General Motors, Ford and
other assemblers closed operations in the country. The year was 1954 and this decision of
thegovernment marked a turning point in the history of the Indian car industry. The GOI alsohad a say in
what type of vehicle each manufacturer should make. Therefore, each productwas safely cocooned in its
own segment with no fears of any impending competition. Also,no new entrant was allowed even
though they had plans of a full-fledged manufacturing program. The restrictive set of policies was chiefly
aimed at building an indigenous autoindustry. However, the restrictions on foreign collaborations led to
limitations on import of technology through technical agreements.

COMPANY PROFILE

Concorde Motors – A Brief History

• Commenced Business in 1997-98

• A Joint Venture between the TATA Group & Jardine International Motors with presence in 9
cities across India
• Dealer for Tata Passenger Cars as well as Mercedes Benz

• Became 100% subsidiary of TML after Jardine exited the business in 2002

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 • Company exited West & North Regions, consolidating its presence in the three major cities in
south i.e., Bangalore, Chennai & Hyderabad

Concorde Motors-Today

• Concorde has succeeded in establishing a network standard that has been a benchmark
amongst all Automobile dealerships
• Caters to Sales, Service & Spare parts of Tata Cars

• 14 show rooms, 12 workshops with a show room + workshop area in excess of 5 lakhs sq.ft in 5
cities
• Corporate dealership-100% subsidiary of TML

• An ISO 9001:2008 company

• Turnover of 794 crore last fiscal, workforce of 1300 +

• Completed more than 10 years of successful operations –experience & expertise in customer
care-100000+ customers
• Began its journey towards excellence by submitting its first Tata Business Excellence Model
Application and underwent the TBEM Assessment in 2009
• CMIL has been consistently winning numerous awards from Tata Motors since its inception
• The trend continued last fiscal with the company bagging the Top Awards

Concorde Motors - All India Awards 2009-2010

• JDP CSI External Survey: No.1 Dealer - Bangalore Business Unit

• Tata UV Sales : No.1 Dealer - Chennai Business Unit

• Accessories Sales : No.1 Dealer - Chennai Business Unit

• Overall Vehicle Sales :No.2 Dealer - Chennai Business Unit

• Tata Indica Sales : No.2 Dealer - Chennai Business Unit

Concorde Motors – What We Stand For

Concorde Motors - Vision Statement

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To be the most admired auto retail company in the country, by delighting our customers. To be the
industry benchmark - in terms of customer satisfaction, business processes and performance results,
thereby adding value and prosperity to all our stakeholders.

Concorde Motors – Mission Statement

To consistently delight our customers and other stakeholders and build lasting relationships by our
business processes which are driven by motivated and empowered team of employees. To create a
seamless organization that encourages listening, learning, innovation and employee growth in line with
TATA core values.

Concorde Motors – Values

Customer Focus in all our processes & decisions. Integrity at all times, whenever & wherever we
operate. Disciplined team work. Agility to sustain leadership. Welcome to Concorde Motors - a fully
owned subsidiary of Tata Motors Ltd with state of the art infrastructure and an ISO 9001:2008
company!! Established in 1997, Concorde Motors India Ltd has completed more than a decade of
operations as a pioneer dealership.It has succeeded in setting a network standard that has been a
benchmark amongst all automobile dealerships. Concorde Motors employs 1300+ employees and had a
turnover of 794 crores last fiscal year. Geographically located in 6 prime locations - Hyderabad,
Bangalore, Chennai, Cochin, Delhi & Mumbai, we at Concorde believe in giving you the best in terms of
Service Quality & Customer experience. With 14 showrooms &
12 workshops, we provide our valued customers a wide choice of cars ranging from a small car to a
Lifestyle vehicle in the TATA portfolio.We have commenced the "Tata Motors Assured" used car
business in the last fiscal year.

Making the right choice is crucial to buying a new car.Explore our website to help you with a wise car
buying decision! Right from selecting the car, taking a test drive and all related information about
making your choice for accessories, insurance, extended warranty, we will guide you through the
complete car buying process. Taking forward our relationship with our customers, we extend the best
after sales & service and we continually strive for customer satisfaction. We also assist you in exchanging
your old car at the best price and upgrading to a new car. You may now ask for a test drive, get a quote
for a car or do a booking for a service schedule online and give us your valuable feedback on the same.

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We wish you a wholesome car buying experience at Concorde Motors India Ltd!! Join our family of 1
lakh plus customers!

Concorde Motors retails the entire range of TATA cars available in India. A vast selection of models and
variants are available to suit every taste and budget. Click on the category which interests you to learn
more about the latest TATA cars on offer

Concorde Motors is pleased to bring you Tata Motors Assured – the pre owned vehicle brand from Tata
Motors Ltd. Concorde Used Car Division will help you to :

• Buy Certified Pre-owned Tata cars

• Sell your existing car

• Exchange your existing car for a new Tata car

You can sell or exchange any brand of used car with Concorde Motors, subject to standard terms

& conditions. This facility is available at all the cities we operate in – Bangalore, Chennai, Hyderabad,
Cochin, Delhi and Mumbai.

Customer care

The Best Standard of Service

• State-of-the-art world class pneumatically automated workshops

• Qualified and trained Technicians, Service Advisors and Customer Relationships

Officers.

• Use of special tools and quality parameters for repairs.

• Best in industry labour charges.

• 24 hours helpline and a breakdown help line vehicle.

• 100% assurance of usage of genuine Tata Motors spare parts.  Usage of specially blended
lubricants and long lasting paints.

Other Services

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 • Comprehensive AC repairs conducted using modern AC charging machines.

• Comprehensive accidental repairs done by experts in Body and Paint shop Technology.

• Value Added Services - Car Care Treatments, Anti Rust Applications, 18 + 18 / 18 + 30 extended
Warranty benefits, fuel additives, engine decarbonizing, etc.
• Service Packages - Gold club member ship, Annual Maintenance contract, Annual Scheduled
Service contract, Vehicle Health checkup plan, etc.
• Availability of "Value for Money" Reconditioned aggregates like engines, power steering, AC
compressors (Reconditioned by OEMs).

Awards

Winning awards & applause consistently for a job well done is an immense feeling. But, it raises the bar
of expectations of those around you constantly. And at Concorde, we realize it too well. For us,
excellence is not an end in itself but an ongoing journey which began a decade ago. It is a means to
customer satisfaction and long term growth. Winning awards & applause consistently for a job well done
is an immense feeling. Therefore, we continually strive to give a cherishable and pleasant ownership
experience of a Tata car to our customers.
Concorde Motors has been a consistent winner, bagging top honours at the annual dealer meet
conducted by Tata Motors. This is in addition to the awards given by our vendors and other associates. A
sample of the recent awards won by us is categorised year-wise below. Click on the category to see all
our awards.

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 CHAPTER – II

REVIEW OF LITERATURE

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 E. Thangasamy & Dr. Gautam Patikar (2014):The consumers aim at attaining optimum
consumer surplus, be it durables or non- durables, while making such purchases to satisfy their wants.
For this reason, the marketers do continually rely on research studies about the dynamic consumer
behaviour to position their product planning and development strategies to meet the requirements
efficiently. This complex consumer buying behaviour does, therefore, necessitate a critical investigation
by the researchers in every nook and corner of the world. In this paper researcher has study about
buying behavior of consumer, the behavior of consumer not same for any locality. The Behavior of
consumer are depend on their income, standard of living, size of family there are factors influence of
consumer buying behavior.

Rakesh Kumar (December 2013):The term consumer behaviour is defined as the behaviour that
consumer display in searching for, purchasing, using, evaluating and disposing of product, services and
ideas that they expect will satisfy their needs. Consumer behaviour is the process whereby, individuals
decide whether, what, when, where, how, and from whom to purchase goods and services. Due to the
increase in income level and easy finance being provided by all the financial institutes, the four wheelers
sales have been significantly increased. This paper we analysis the buying behavior of consumer towards
four wheelers Industries. And how the consumer has preferences specific brand, quality products, good
services and so on.

D. ARTHI & K. MALAR MATHI (Oct 2013):Customer playing the three distinct roles of user, payer
and buyer differ in their intention towards buying a product, some purchase for need, while some
purchase for the want of status, status seeking consumers are those who give much importance to the
non functional attributes of the product such as beauty, attractiveness, brand, social comparison,
prestige etc than the functional attribute. Car a common means of transport is bought by people not
only for the transportation purpose, it is also bought for comfort, convenience, fun, prestige/status. The
research paper has indicate consumer has buy four wheelers for increasing the income and to show
their status.

Ratan Binodini Amiya Priyadarsini (May 2013):As India’s economy continues to grow at a rapid
pace, the automobile industry will be a key beneficiary. This is widely true across automotive markets—
from those serving customers with four-wheelers to those offering commercial vehicles. The main
factors behind such growth are the increasing affluence of the average consumer, overall GDP growth,
the arrival of ultra-low-cost cars, and the increasing maturity of Indian original equipment

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manufacturers (OEMs). However, India’s path to mass motorization will be very different from that of
developed countries; it must first develop the new technologies, business models, and government
policies that will pave the way to increased automobile penetration. The automotive sector is one of the
core industries of the Indian economy, whose prospect is reflective of the economic resilience of the
country. This research paper are give the information for how the automobile sector has grown up in
this city due to increasing the GDP rate in the city.

Dr. H. S. Adithya (Jan 2013):Automobile Industry is one of the fastest growing sectors in our
country. Cars were once considered as a luxury and now it has become a necessity. They have become a
part and parcel of today’s life and most of the car manufacturers target the middle class segment to a
great extent. The introduction of small cars is a classic example for this. Today’s consumer has plenty of
options available to him. We are in a consumers market where the marketers do not merely satisfy a
need but try to achieve consumer delight. The decision to purchase a car is not a one man decision. The
purchase is normally influenced by many including their own perceptions and behaviour.The author has
clearly define in this paper perception of consumer towards car owner and their behavior of purchasing
decision. Every consumer decision different so they analysis then give the opinion.

Prof. Elizabeth Chacko, Ms. Punnya Selvaraj (2014):The Automobile Industry is growing and if
compared the sales and production of four wheelers is more. Also if we compare the four wheeler
models like car which can be driven by females were least in market because the market was male
dominant. But now there is drastic change. Earlier car which can be driven by female was only Maruti
800, all other like Tata Sumo, Bolero, Ambassador etc. In this new era we can see segment for small four
wheeler car quite large. This research paper has most innovative, author are analysis only female
consumer Pattern and how they driving new car and also the purchasing pattern of their brand, Services,
quality, mileage etc

Prof. Madhavi Dhole, (June 2013):The automobile sector is a key player in the global and Indian
economy. Indian automobile industry embarked on a new journey in 1991 with de licensing of the sector
and subsequent opening up for 100 percent FDI through automatic route. In India, the automobile
industry provides direct employment to about 5 lakh persons. In this paper the author has given
information about the history of automobile sector and they also inform how the Indian market are
developing & increasing by financial way so the consumer purchasing power has increasing.

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 K.P Najeemudeen and Dr. N. Panchanatham (December 2014): India’s automobile industry is
one of the key drivers that boost the economic growth of the country. Spurred by rapid economic
growth, personal vehicle ownership in India is increasing at a fast pace. The relative popularity of the
various vehicle segments by size and price are also undergoing marked changes. A fast-paced shift
towards private motorized transport is a substantial change, especially in a country where motorized
and non- motorized informal transport serves the majority of the trips, along with public transport in
bigger cities. The research paper has giving knowledge about the automobile sector and how it was
small and not that much develop and now its to much growth and also getting perpetual succession.

Vikram Shende (February 2014): The automobile industry today is the most lucrative industry.
Due to increase in disposable income in both rural and urban sector and availability of easy finance are
the main drivers of high volume car segments. Further competition is heating up with host of new
players coming in and global brands like Porsche, Bentley, and Ferrari all set to venture in Indian market.
All segments in Indian Car industry were studied and found that buyer has different priority of behaviors
in each segment, where as main driver for car purchase is disposable income. Now a days competition
has to much increasing due to this every company will try to capture the market and develop their
business, similarly four wheelers sectors are increasing due to easy finance available, different-different
attractive scheme has came so consumer can easy affordable the four wheelers.

M.C. VIJAYAKANTH URS, A N SANTOSH KUMAR, A.N. HARI RAO (May,

2013) Automobile Industry has played a major role in the Indian economy during the last decade. With
the Indian market opening its wings to MNC‘s, the competition has become severe in terms of product
quality and service. This has brought forward the focus on customer satisfaction especially at the dealer
level. Companies now are becoming more responsive, they offer a better product and keep improving it
through Total Quality Management technique. Dealers are core part of this they are not just sale the
four wheelers to the customer but also providing after sale services. When the dealers are giving good
services or quality for any product then consumer are satisfy. Consumer are important part of market
with them not any product will sale in market.

M.C. Vijayakanth Urs, A N Santosh Kumar, A.N. Hari Rao (OCT 13) Customer satisfaction is the
key to business servers. According to a study Customer in India are more concerned with the service that
are performed at timely manner with the affordable cost The Dealer in India must be responsive to all
the needs of their customer; simply providing a good product at a good price is no longer enough.
satisfied customer’s form the foundation of any successful business as customer satisfaction leads to

24
repeat purchase, brand loyalty, and positive word of mouth. Customer are satisfy only they get good or
positive services from the dealers. It is good enough to the dealers when they maintain proper quality so
customer can attract.

Dr. M. Prasanna Mohan Raj, (January 2013): The heterogeneous behaviour of consumers
towards the choice of various brands in a particular segment can be explained by the influence of
various factors underlying their decisions and its brand equity. The objective of this study is the
identification and study of factors influencing customers’ brand preferences of the economy segment
SUV’s and MUV’s as well as brand equity as a function of product choice. This paper has indicate how
the customer are prefer the particulars brand for example there are people select specific brand in four
wheelers like Maruti or TATA, so people are purchase car which they really like. Brand factors are core
part for customer point of view.

Gupta Bhuwan, Agarwal Nisha (2013): The Indian Automobile Industry has got a incredible
market potential. With the growth of population and change in their pattern of life style as a result of
urbanization, there has been a rapid increase in demand for Indian automobiles. The purpose of this
chapter is to survey the growth of Automobile Industry in India and their role in economic development
and to bring out the profile of the study area. In recent days India is witnessing a change in
consumerism. The market is now mainly consumer driver. The focus is shifting for product based
marketing to need based marketing. Consumer is given many options to make a decision. Passenger car
segment is no omission to this general trend. In this paper the author has indicate costumer preferences
to their car and how they behave for taking decision to purchases car.

Dr.G.Syamala, Vinayak Ghosh (DEC2012):The automotive industry in India is one of the largest
in the world; it is one of the fastest growing industries globally. Its passenger car and commercial vehicle
segment is the sixth largest in the world. Indian small car market is increasing by leaps and bounds. The
in digamous market for small cars now occupies as substantial share of around70% of the ban null car
production in India which is about one million. Almost all automobile in India are competing with each
other in terms of design, innovation, pricing and technology. The following paper is an attempt to study
the satisfaction level of customers who own small car. The research covers the areas of Aundh, Pashan,
Baner in Pune, Maharashtra. The author has informed in this paper about the small car and consumer
satisfaction regarding this for example Maruti alto, maruti 800, Chevrolet Beat. The small car buy only
the small family, they are satisfy to purchase small car with good mileage and services.

25
 Dr. K. Ravichandran (December):This paper has made a scientific approach to identify the key
factors that influence the consumers (1) while selecting the appropriate four wheelers especially cars by
considering the parameters such as mileage, maintenance cost, brake failure, comfort and brand which
are obscure and imprecise in nature. With regards to the selection of four wheelers like cars, the
consumers are in dilemma to identify and select an appropriate model. The survey has been conducted
in an automobile industry by analyzing the customer’s preferences in buying a car. Whenever any
consumer buy four wheelers they should identify which company has providing good quality, services,
mileages and most important after sale services so consumer can buy without any hesitation.

Nikhil Monga (February 2012):The concept of “buying behavior” is of prime importance in

marketing and has evolved over the years. It is important to understand consumer buying behavior as it
plays a vital role in crating an impact on purchase of products. The human wants are unlimited and
always expect more and more. Car Models are no exception to this behavior. This lead to constant
modifications of Car Models & its features and today we see a new model coming into the market
practically every quarter. The market is a very important place to study the behavior of consumers and
also provide useful insights what a consumer requires in a product. It is only through research that a
company will be able to study the buying behavior of consumers. The four wheelers sectors has launch
any car before they launch they analysis the market, locality, income level of particulars group or family
for example TATA Nano has capture middle class people and they get good response and also increasing
sales.

NATARAJ S; DR. N.NAGARAJA (June 2012): Online bookings and online purchase
are the current wave in Indian car industry. Internet is gradually hitting the core of every industry
including the car industry. It creates a greater awareness of the vehicle and influences the buyer to
purchase. Internet is believed to have a greater impact on the sales process and will definitely give
higher level of sales satisfaction. In this paper has giving the information about online purchase or
booking four wheelers, due to rising the competition company has develop their strategy to sell the car
for example now a days most popular website is CarDekho.com and CarTrade.com both of this getting
nice response from customer and customer will satisfy.

Minwir Al-Shammari (November 2014) In today's high competitive global market, the
importance of the service sector has sharply increased in both the developing and already developed
countries. Service providers are primarily focused on delivering superior service quality to achieve high
levels of customer satisfaction and loyalty. This research paper has the author has study or examine the

26
quality providing by automobile company and whether the consumer are really satisfy with this services.
To develop the reputation in the business market every company have to do the good services and
maintain the quality.

CUSTOMERS PERCEPTION TOWARDS TATA NANO CAR IN

COIMBATORE. (May, 2014) The Indian automobile industry is the tenth largest in the world with an
annual production of two million units. Indian Auto Industry promises to become the major automotive
industry in the upcoming years and the industry experts are hopeful that it will touch ten million units
mark. Tata Motors dominates over 60% of the Indian commercial vehicle market. Tata motors are the
largest medium and heavy commercial vehicle manufacturers in India. This research paper has purely
base on only one four wheelers that is TATA NANO. This car is more comfort to suitable for small family
even price are also reasonable so consumer can easily affordable. Verities of colors and effective
advertising display by company so customer are attract more.

Consumers’ Perceived Quality, Perceived Value and Perceived Risk Towards Purchase Decision on
Automobile. 2011: As the level of competition keep on increasing in Malaysia automobile market, it is
essential for every automobile producer companies to understand customer insight in order to
further increase their share of wallet. Thus, they need to understand what factors might influence their
customers’ decision in purchasing an automobile. Due to raising the competition in the market every
company has to do something new or innovative so people can buy quickly. If we talking about the
quality Honda name has came in our mouth. It is not that much costly but people can buy for showing
their status.

Third edition Michael Solomon,Gary Bamossy Consumer Behaviour. The field of consumer
behaviour covers a lot of ground: it is the study of the processes involved when individuals or groups
select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.
In its early stages of development, the field was often referred to as buyer behaviour, reflecting an
emphasis on the interaction between consumers and producers at the time of purchase. Consumer
response may often be the ultimate test of whether or not a marketing strategy will succeed. In its early
stages of development, the field was often referred to as buyer behavior, reflecting an emphasis on the
interaction between consumers and producers at the time of purchase. Every consumer decision,
purchase behavior, buying power are different its not analysis for quickly. In this book the author has

27
given details how the consumer behavior changes for there lifestyle, culture, income level etc. some
time consumer behavior or their decision are unique in nature.

Dr. khaled ibn Abdul-raheman Al-jeraisy : As a consumer behavior defined as the activity of the
consumer engages in when looking for a goods and a services to satisfy his need or want and when
evaluating, obtaining, using. In addition to related decision making processes. When any consumer has
to take decision to buy the product he should analysis or getting information for particulars product then
he will purchase to take decision. After the purchasing the product and using this consumer are satisfy.
For example when the consumer are take decision to buy four wheelers they he will get information for
other people about this car and then he purchase. Some time company has giving the test Drive also if
customer like than they buy otherwise they move to buy other four wheelers.

Inamullah khan (March 2012): The results show that customer satisfaction has significant while
customer behavior has impact on customer loyalty. The implications of the study are that a company
should better manage their relationships with the customers as a competitive policy in four wheelers
market place. The crucial part of this when the company has providing better services and also the good
quality the consumer can trust blindly for this company and company has to fulfill the all requirement
which consumer wants. It is significant important to analyze it in the context of customer behavior and
customer satisfaction, these two variables are of immense important to analyze the customer loyalty.
Firms can maximize level of profitability by providing safe and sound products and services to their loyal
customers. With this the company has not just giving good product but they provide after sales service
to the customer.

Dacia-Group Renault -focus to customers’ satisfaction:The decisions of a company with global

vision is oriented mainly on product markets rather than on the domestic market. Since 2000 we witness
companies focus on knowing how to conquer a market (marketing knowhow), to the will to choose
strategic alternatives, sustained by the will to act according to a strategy anchored to the changes in the
company’s marketing environment. Thus, now the company becomes a producer of product proposals
offered to the market, the consumer produces satisfaction, the distribution produces exchanges, and the
environments are producing beliefs. The best example of this long time ago Mahindra & Renault are
merger but now a days when the Renault has launch their individual four wheelers i..e Renault Duster in
Mumbai area it is good responses for this car, even with attractive colors consumer are not just satisfy
but also delight. Renault are capture the market very quickly and they not just launch on four wheelers
they are try to doing something innovative so consumer car attracting more for this company.

28
 K. J. Vinodini (Jan-Mar 2014): The Automobile Sector plays a very important role in the
economy, where they manufacture millions of wheelers and sell it year by year. This sector is the fastest
growing sector where it holds the ‘n’ number of customers for buying their vehicles. The wants are
unlimited in nature; though a person belongs to a middle class family his desire in buying a four wheeler
can‘t be predicted. People may belong to rural or urban area but they want to change their lifestyle at
least by consuming a car. The four wheeler market is getting expanded day by day with new innovations.
As we all know due to increasing the population, competition also increasing day by day, year by year.
Every new company has enter in the market specially in four wheelers sector.

Paul Greenberg CRM at the speed of light, Third Edition: In the business market selling a
product like four wheelers or any luxury car is not that much easy task for sales persons. When he talk to
the consumer for the car feature, whether the customer agree with him and whatever he said about the
product. In whole process of marketing if businessman really want to do the satisfy the customer then
Customer Relationship has crucial part of marketing process. To make a good relationship with the
customer, businessman or Dealers has give special offers, Discount, Schemes, to providing easy finance
when the customer buy four wheelers. When the term CRM is use in business process, we are typically
talking about a set of possible interaction that lead to a result from a customers. This is governed by
business rules that are set by the company.

Philip Kotler, Marketing Management: analysis, planning, implementation, and control. 9 th

edition . The aim of four wheelers industries has to satisfy target customers needs & their wants. To
identify or analysis consumer market and consumer behavior is not that much easy task. The four
wheelers sectors has introduce any product they looking first or analysis the individual, family, group,
high class people as well as low class people. With that or after the analysis whole market they launch
product. For example in six to seven year ago luxury car like BMW, Mercedes are not that much popular
in Mumbai area, as income level are increasing for people they are starting to launch in Mumbai are now
they are running well in this area. Due to increasing the technology four wheelers market has try to do
every time innovative, creative. For that second example in four wheelers more comfort in that TV
facility, Google map, automatic lock system etc.

Consumer Behavior sixth edition by Leon G. schiffman and Leslie Lazar kanuk: To run
successful business in the business Market, business man has to focusing on competitors and also the
customer satisfaction. As specially in four wheelers industries making innovative ideas that have been
developing world class four wheelers in the market. Due to changing pattern lifestyle needs wants to the

29
consumer. Whenever four wheelers industry has making the product it aim to helping the safety of
every individual customer. When the four wheelers sectors build up any product they take care and
protect the consumers its creating good image in customers mind. The luxuries example in that Jaguar,
Range Rover, Land Rover this four wheelers are highly costly in the market but there are consumer for
showing their status they can buy this. In Mumbai area this kind of four wheelers are hardly buying for
few consumer either top industrialist or Politician.

Consumer Behavior Buying, Having, and being: sixth edition by Michael R. Solomon Consumer
satisfaction is determine by the person’s overall feeling toward the product after purchase. There are
many factors influencing preference of product quality, including price, brand name, and product
performance. Satisfaction is often determining by the degree to which a product’s performance is
consistent with the consumer’s prior expectations of how well it will function. Consumer satisfaction is
determining by overall feelings, or attitude, a person has about a product after has been purchasing
consumer engage in a constant process of evaluating the things they buy as they integrate these
products into their daily consumption activity.

Consumer Behavior ninth edition by Leon G. Schiffman, Leslie Lazar Kanuk: It is important to
understand how consumer attitudes vary from situation to situation. For instance, it is useful to know
whether consumer preferences for various brand of like Maruti, Mahindra, Renault, Mitsubishi etc. first
identify consumer needs and then develop product & services to satisfy those needs. Consumer research
also is used to better understanding consumption behavior. Many of these applications of consumer
research are managerial in perspective, they are designed to helps a market make specific marketing
decision concerning product, price, promotion, and distribution. It also able the marketer to build
consumer meaning into the product or services by discovering which attributes are most important to
the target market and integrating them into the product or services design.

30
 CHAPTER – III

RESEARCH
METHODOLOGY

31
RESEARCH METHOLOGY:
The study is descriptive in nature, as it deals with employees for better analysis of the facts.

RESEARCH DESIGN:
The focus on the study was to obtain information to find out the effects of Consumer buying behavior
towards TATA in the organization.
 Plan

 Analyze the Consumer buying behavior

 Prepare questionnaire

 Analyze the data gather preliminary data.

 Collected

 Prepare the report

RESEARCH INSTRUMENT:
The survey method used to collect the relevant data for the assessment is the questionnaire method.

RESEACH COLLECTION:
The data collection involves primary and secondary data for the study of Consumers buying behavior.

A) PRIMARY DATA AND SECONDARY DATA

PRIMARY DATA:

32
The primary data was collected through questionnaire survey. Data is gathered by distributing the
questionnaires to the customers of the company.

The questionnaire is prepared to gather the information pertaining to gather information on the
Consumers buying behavior.

Questionnaire:
The questionnaire contains 20 questions covering the aspects of Consumers buying behavior towards
TATA of the organization.
The type of questions used was Open-ended type and Dichotomous type and Multiple-choice type.
The employees were given a three days time to allow the respondents to have time to think and the
respondent was assured of anonymity so that they can feel free to give their desired response.

SECONDARY DATA:
The secondary data was collected from the organization. Most of
the data was collected from
- Magazines

- Newspapers’

- References

- Books

B) SAMPLE SELECTION AND SAMPLE SIZE SAMPLE SELECTION:

The population of the study consists of customers of TATA showroom. The
population includes
- Businessman

- Servicemen- Students
- Employees.

SAMPLE SIZE:
The sample size taken for the study included 100 customers from TATA showroom with duration of 45
days.

33
The accuracy of the analysis and conclusion entirely depends upon the reliability of the information
provided by the customers.

34
 CHAPTER – IV

DATA ANALSIS AND

INTERPRETATION

35
 AGE

Factors Respondents
18-20 yrs 8
21-25 yrs 38
26-30 yrs 24
31-35 yrs 12
36-40 yrs 8
Above 40 yrs 10

Factors
40

35

30

25
Respondents
20

15

10

0
18-20 yrs 21-25 yrs 26-30 yrs 31-35 yrs 36-40 yrs Above 40 yrs

INTERPRTATION:
From the above graph it is analyzed as follows;  8 customers
falling under the group of 18-20 years.
• 38 customers falling under the group of 21-25years.

• 24customers falling under the group of 26-30years.

• 12 customers falling under the group of 31-35years.

• 8 customers falling under the group of 36-40years.

• 10 customers falling under the group of above 40 years.

It is observed from the graph that majority of the customers fall under the age group of 21-25 years.

36
What is your Occupation?

Factors No of Respondents
Servicemen 4
Businessman 16
Student 24
Employee 56

Factors
60

50

40
No of Respondents
30

20

10

0
Servicemen Businessman Student Employee

INTERPRTATION:
From the above graph it is analyzed as follows;  56
customers’ works as Employee.
• 24 customers are students.

• 16 customers are Businessmen.

• 4 customers are Servicemen.

37
 No of Respondents

What is your monthly income?

Income
5,000 - 10,000 18
10,001 - 15,000 12
15,001 - 20,000 20
Above 20,000 26

Factors
30

25

20
No of Respondents
15

10

0
5,000 -10,000 10,001 -15,000 15,001 -20,000 Above 20,000

INTERPRTATION:
From the above graph it is analyzed as followed,

• 18 customers fall under the category of 5,000 – 10,000.

• 12 customers fall under the category of 10,001 – 15,000  20 customers fall under the
category of 15,001 – 20,000.
• 26 customers fall under the category of above 20,000.

If you opt a Car from TATA, what type of Car would you go for?

38
 No of Respondents

Factors
Indica 48
Safari 20

Manza 10
Nano 22

INTERPRTATION:

Cars
60

50

40
No of Respondents
30

20

10

0
Indica Safari Manza Nano

From the above graph it is analyzed as followed,  48

customers prefer Indica.
• 20 customers prefer Safari.

• 10 customers prefer Manza.

• 22 customers prefer Nano.

What sort of a Car were you looking for?

39
 No of Respondents

Factors Fuel
Efficient
61
High Pickup 5

Trendy 14
Cost Efficient 20

INTERPRTATION:

Factors
70

60

50

40 No of Respondents

30

20

10

0
Fuel Efficient High Pickup Trendy Cost Efficient

From the above graph it is analyzed as followed:

• 61 customers have opted for fuel efficient.

• 5 customers have opted for high pick up.

• 14 customers have opted for Trendy.

• 20 customers have opted for Cost efficient.

• It is been clearly observed that most of the customers preferred for Fuel Efficient.

40
 Do you own a Car?

Factors No of Respondents
Yes 98
No 2

Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:

From the above graph it is analyzed as followed:

• 98 customers own a Car.

• Only 2 customers do not own a Car.

What lead you to opt for a TATA Car?

41
 Factors No of Respondents
Family 30
Media 14
Friends 50
Others 6

Factors
60

50

40
No of Respondents
30

20

10

0
Family Media Friends Others

INTERPRTATION:
From the above graph it is analyzed as followed:

• 30 customers have taken the opinion from their family before purchasing the Car.

• 14 customers are influenced from media for the purchase of the Car.

• 50 customers have taken the opinion from their friends, before purchasing the Car.

• 6 customers were not influenced with the options provided before the purchase of the Car.

• It is clearly seen that majority of the customers have taken the opinion from their friends in
regard to the purchase of the Car.

What Car did you opt in TATA?

Factors No of Respondents
Nano 4
Safari 14
Indigo 10

42
 Indica 38
Sumo 8
Manza 2
Indica ev2 14
Xenon 2
Sumo gold 4
Safari storme 4

Factors
40

35

30

25
No of Respondents
20

15

10

0
Nano Safari Indigo Indica Sumo Manza Indica Xenon Sumo Safari
ev2 gold storme

INTERPRTATION:
From the above graph it is analyzed that two customers are having Nano; fourteen customers are having
Safari; ten customers are having Indigo; thirty-eight customers are having indica; eight customers are
having Sumo; two customers are having Manza; fourteen customers are having Indica ev2; two
customers are having Xenon; Four customers are having Sumo gold; four customers are having Safari
Storme.

Rank your Car in the following category (based on the above question)

Factors No of Respondents
1st 89
2nd 7
3rd 4

43
 Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0

1st 2nd 3rd

INTERPRTATION:

From the above graph it is analyzed that as follows:

• 89 customers have given first rank to their Car.

• 7 customers have given second rank to their Car.

• 4 customers have ranked third.

• It is observed that 89 customers are satisfied with their Car.

What is the best feature of your Car?

Factors No of Respondents
Mileage 62
Trendy 20
Resale value 12
Comfortable 6

44
 Factors
70

60

50

40 No of Respondents

30

20

10

0
Mileage Trendy Resale value Comfortable

INTERPRTATION:
From the above graph it is analyzed that as follows:

• 62 customers have told that Mileage is the best feature of their Car.

• 20 customers have told that Trendy is the best feature of their Car.

• 12 customers have told that Resale value is the best feature of their Car.

• 6 customers have told that Comfortable is the best feature of their Car.

• It is seen that 62 customers have given the option for Mileage as the best feature of their Car.

What still more do you want to improve in your Car?

Factors No of Respondents
High pickup 48
Trendy 14
Mileage 34
Durability 4

45
 Factors
60

50

40
No of Respondents
30

20

10

0
High pickup Trendy Mileage Durability

INTERPRTATION:
From the above graph it is analyzed that as follows:

• 48 customers wanted improvement in the Pickup.

• 14 customers wanted improvement in the trendy looks of the Car.

• 34 customers want improve with the Mileage.

• 4 customers wanted improvements with the Durability of the Car.

It is that majority of the customers wanted improvement in regard to the Mileage.

Rank your show room in the following categories.

A) Vehicle Availability
Factors No of Respondents
1st 88
2nd 8
3rd 2
4th 2

46
 Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0
1st 2nd 3rd 4th

INTERPRTATION:
From the above graph it is analyzed that as follows;

• 88 customers have give 1st rank for the vehicle availability.

• 8 customers have give 2nd rank for the vehicle availability.

• 2 customers have give 3rdrank for the vehicle availability.

• 2 customers have give 4th rank for the vehicle availability.

• It is seen that 88 customers are satisfied with the availability of the vehicle on time. B)
Infrastructure:
Factors No of Respondents
1st 86
2nd 6
3rd 8

47
 Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0
1st 2nd 3rd

INTERPRTATION:
From the above graph it is analyzed that as follows;  86
customers have give 1st rank for the Infrastructure.
• 6 customers have give 2nd rank for the Infrastructure.

• 8 customers have give 3rdrank for the Infrastructure

• It is seen that 86 customers are satisfied with the availability of the Infrastructure.

c) Service:
Factors No of Respondents
1st 86
2nd 10
3rd 4

48
 Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0
1st 2nd 3rd

INTERPRTATION:
From the above graph it is analyzed that as follows;  86
customers have give 1st rank for the Service.
• 10 customers have give 2nd rank for the Service.

• 4 customers have give 3rdrank for the Service.

• It is seen that 86 customers are satisfied with the availability of the

Service.

What trait made TATA edges over other Cars?

Factors No of Respondents
High Performance 23
Fuel Efficiency 42

49
 High resale value 33
Low Maintenance 2

Factors
45

40

35

30

25 No of Respondents

20

15

10

0
High Performance Fuel Efficiency High resale value Low Maintenance

INTERPRTATION:
From the above graph it is analyzed that as follows;  23
customers has opted for High performance.

• 42 customers opted for Fuel efficiency.

50
 

33 customers opted for High resale value.

2 customers opted for Low maintains.

What more services you require from Concorde Motors.

Factors No of Respondents
Infrastructure 27
Schemes 22
More of loan availability 51

Factors
60

50

40
No of Respondents
30

20

10

0
Infrastructure Schemes More of loan availability

INTERPRTATION:
From the above graph it is analyzed that as follows;

• It is seen that 27 customers wanted more service in regard to the Infrastructure.

• It is seen that 22 customers wanted more service in regard to the Schemes.

51
 

It is seen that 51 customers wanted more service in regard to the More of loan
availability.

Is Concorde Motors available to your connivance?

Factors No of Respondents
Yes 98
No 2

Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed that as follows;

• 98 customers agree that Concorde Motors is to their connivance.

2 customers agree that Concorde Motors is to their connivance.

52
 

It is seen that 98 customers agree that Concorde Motors to their connivance.

How was your experience with TATA Service center?

Factors No of Respondents
Excellent 56
Good 34
Satisfactory 10
Bad 0

Factors
60

50

40
No of Respondents
30

20

10

0
Excellent Good Satisfactory Bad

INTERPRTATION:
From the above graph it is analyzed that as follows;

53
 

56 customers found their experience to be Excellent with the service center.

34 customers found their experience to be Good with the service center.

• 10 customers found their experience to be Satisfactory with the service center.

• None of the customers had a bad experience with the service center.

How are the services provided by TATA Service center?

Factors No of Respondents
Excellent 56
Good 34
Satisfactory 10
Bad 0

Factors
60

50

40
No of Respondents
30

20

10

0
Excellent Good Satisfactory Bad

INTERPRTATION:
From the above graph it is analyzed that as follows;

56 customers found the service to be Excellent .

34 customers found the service to be Good.

54
• 10 customers found the service to be Satisfactory.

• None of the customers found the services provided to be bad.

Are you satisfied, with the services provided by the Concorde Motors?

Factors No of Respondents
Yes 100
No 0

Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed that as follows;

• All the customers are satisfied with the services provided with Concorde Motors.

55
 Would you recommend your Car to your family friends, etc?

Factors No of Respondents
Yes 100
No 0

Factors
120

100

80
No of Respondents
60

40

20

0
Yes No

INTERPRTATION:
From the above graph it is analyzed that as follows;

56
• All the customers would recommend their Car to their family and friends.

Would you recommend TATA Car or Maruti Car to your friends/family?

Factors No of Respondents
Tata 100
Maruti 0

Factors
120

100

80
No of Respondents
60

40

20

0
Tata Maruti

INTERPRTATION:
From the above graph it is analyzed that as follows;

• All the customers would recommend TATA to their family and friends.

57
 Where do you rank TATA, among all motors Car companies in
India?

Factors No of Respondents
1st 94
2nd 6
3rd 0
4th 0

Factors
100
90
80
70
60
No of Respondents
50
40
30
20
10
0
1st 2nd 3rd 4th

INTERPRTATION:
From the above graph it is analyzed that as

follows;  98 customers have given first

place to TATA.

• 6 customers have given second place to TATA.

CHAPTER – V

58
 FINDINGS:
Basing on the data gathered from the customers, which was analyzed, the Following
observations are made.
➢ Concorde Motors is providing quality products to the customers.
➢ By finding TATA Car as a family vehicle, majority of the customers preferred it.
➢ TATA has an ability to give total value to the customers.
➢ Majority of the customers are really satisfied with the TATA price. TATA is very
reasonable when compared to the other Four-wheeler vehicles.
➢ Most of the customers are really satisfied with TATA.
➢ Now a day’s family members are playing a major role in buying pattern and
especially youngsters are playing a vital role in deciding the color of the Four-
wheeler vehicles. Apart from that, majority of the customers are taking their own
decision in buying TATA Car
➢ Most of the customers are attracted to purchase TATA Cars through the TV
advertisements. Also print media like magazines and newspapers played a major role
in the sale of TATA.
➢ 79% customers have gone through the finance. Now it could be a great opportunity
for those banks, which are providing auto finance to the customers.
➢ Large amount of customers believe that TV advertisements are really helpful in
decision making. But some customers thought that, TV advertisement is not so much
helpful in decision making.
➢ Almost 86% customers are satisfied with the after sale services.

➢ The spare parts of the TATA are easily available in the market.
➢ Customers are really satisfied with and TATA the majority of the customers would
suggest to their friends or family members to buy TATA in future.

RECOMMENDATIONS

59
After analyzing the findings, the following suggestions have been prepared. Great care has
been taken in making these suggestions for improvement of customer satisfaction:

➢ A constant urge to upgrade and keep pace with the changing times gives
organization the competitive advantages or cutting edge over the competition.
➢ The service centre must be ready with all type of spare parts all over the time.
➢ Improve the cooling system in base model.
➢ The after sale service has to be improved and make availability at service centres
even in rural areas so as to face the competition existing in the SUV segments.
➢ Introduce new multicolor graphics, which would be attracting more people,
especially youngsters.
➢ There is very less advertising for. The advertising has to be done repeatedly so that
the brand awareness could be maintained and new customers are attracted, which
helps in improving the market share.
➢ Introduce low installments and low down payment schemes to attract more people.
➢ Satisfied existing customers by giving more values and attractive offers.
➢ Company has to contact the customers more and more frequently.
➢ There is a heavy demand for TATA in the market, so the supply has to be improved
to meet the demand of the customers.
➢ Inspect the servicing centre continuously so that they try to follow rules and
regulations strictly, and will serve the vehicle on time.
➢ Try to maintain reasonable price of the TATA, as this is the key factor in customer
buying decision.

➢ All the vehicles of TATA must be available at the each and every showroom.
➢ Company must try to tap the rural areas with the help of print media and hoardings.

LIMITATIONS OF THE STUDY

 The duration of the study was for 45 days in Concorde Motors.

 The study was conducted on the customers of Concorde Motors.

60
 The tools used for collection of information from the customers were in the form of
questionnaires, as the respondents will have confidence of anonymity in questionnaire
than in that of interviews.

61
CONCLUSION:
Their many environmental influences combine to form a total life setting for consumers.
Purchasing and using products and services are among the ways in which people respond to
and interact with the world about them. Marketing manager must understand the live
setting of consumers to fully appreciate what consumers are trying to accomplish with
particular purchase. Only then can a company demonstrate the relevance of its marketing
offer to consumers by showing how it will help them deal with their life setting. Ultimately,
convincing customers of the product offers relevance is crucial to sales growth in markets.
Marketing stimuli consist of the four Ps:

• Product

• Price

• Place

• Promotion
Other stimuli include major forces and events in the buyers environment: economic,
technological, political and cultural. All these inputs enter the buyers black box where they
are turned into a set of observable buyer responses: product choice, brand choice, dealer
choice, purchase timing and purchase amount.
The marketer wants to understand how the stimuli are changed into response inside the
consumer’s black box, which has two parts: first, the buyer’s characteristics influence how
he or she perceives and reacts to the stimuli; second, the buyers decision process itself
affects the buyers behavior.

62
 BIBLIOGRAPHY:

References
1. David L Loundon and Albert J Della Bitta, Consumer Behavior, 4/e, TMH, New Delhi,
2007.
2. Phillip Kotler : Marketing Management, 11/e, Pearson, 2007.

3. Phillip Kotler and Kelvin Lane Marketing Management 12th Ed Pearson Education
2007.

4. Schiffman, L.G and Kanuk L.L Consumer Behavior, 8/e, Pearson Education, 2007.

5. V.S. Ramaswamy and S.Namakumari : Marketing Management, 2007.

WEBILOGRAPHY:
1. www.wikipedia.com
2. www.google.com
3. www.experiential formum.com
4. What consumers Really think, 2004, white paper, www.idinfo.com

JOURNALS:
1. Indian Journal of MARKETING, Volume: 40; June 2010; Number 6; page no. 40.

2. Journal of Management Research. Volume 8; December 2008; Number 3; page

no.162.

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