PROJECT REPORT

ON
“A STUDY ON CONSUMER BUYING BEHAVIOUR
TOWARDS TATA MOTORS CAR”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD

OF THE DEGREE OF

BACHELOR of BUSINESS ADMINISTRATION

{BBA (G) 2018 – 2021}

UNDER THE GUIDANCE OF

MS. AASHU AGGARWAL
(Assistant Professor)

SUBMITTED BY: MUSKAN GARG

Enrolment No.-41717701718
BBA (G)

Vivekananda Institute of Professional Studies

(Affiliated to Guru Gobind Singh Indraprastha University)
AU Block (Outer Ring Road) Pitampura
Delhi – 110034
 Student Declaration
This is to certify that I have completed the project titled “(A Study on Consumer
Buying Behaviour towards Tata Motors Car)” in “(Vivekananda Institute of
Professional Studies)” under the guidance of “(Ms. Aashu Aggarwal)”in partial
fulfilment of requirement for the award of degree of Bachelor of Business
Administration (BBA) at Vivekananda Institute of Professional Studies, New
Delhi. This is an original piece of work and has not been submitted elsewhere.

Student Name: Muskan Garg

Student Signature:
 Certificate
This is to certify that the project titled “A Study on Consumer Buying Behaviour
towards Tata Motors Car” is an academic work done by “Muskan Garg”
submitted in the partial fulfilment of the award of the Degree of Course from
Vivekananda Institute of Professional Studies. It has been completed under the
guidance of Ms. Aashu Aggarwal (Faculty Guide). The authenticity of the project
work will be examined by the viva examiner which includes data verification,
checking duplicity of information etc. and it may be rejected due to non-
fulfilment of quality standards set by the institute.

Signature of the Faculty Guide: Ms. Aashu Aggarwal

Dean VSBS
 Table of Contents

Content Page No.

Executive Summary 1

Chapter – 1 Introduction 2-5

Chapter – 2 Literature Review 6-11

Chapter – 3 Research Methodology 12-14

Chapter – 4 Data Analysis and Interpretation 15-27

Chapter – 5 Findings and Suggestions 28-29

Chapter – 6 Conclusion and Limitations 30-31

Bibliography 32

Annexure 33-38
 Executive Summary

This research has been undertaken in order to understand the consumer buying
behaviour towards Tata Motors Car. Consumer Buying Behaviour refers to the
actions taken by consumers both online and offline before buying a product or
service. There are a variety of factors which influence the consumers buying
behaviour namely- cultural, social, personal and psychological factors. It is
important for marketers to understand this concept as it will help them gain a
better understanding as to what makes a consumer to make a purchase.

This research comprises of both the primary as well as secondary data. The
methodology used in the research is exploratory research. The data has been
collected using non-probability sampling method (convenience sampling).

The data on consumer buying behaviour towards Tata Motors car has been
collected using a well-structured questionnaire. The questionnaire contains
questions related to demographic profile of the respondents, what makes them go
for Tata Motors car and what are their preferences in regards to cars.

The analysis of the data has been done using Excel in which Chi square test has
been conducted and the data is represented through Pie Charts.

1
 CHAPTER – 1

INTRODUCTION

2
1.1 Introduction of Study
Buying behaviour is the decision processes and acts of people/prospective customers involved
in buying and using products.
It helps in understanding:
 Why consumers make purchases they make?
 What factors influence consumer purchases?
 The changing factors in our society.
It essentially refers to the buying behaviour of the ultimate consumer.

1.2 Introduction of the topic under study

The factors which influence consumer behaviour:
1. Psychological
2. Personal
3. Social
4. Cultural

Significance of Consumer Buying Behaviour -

Study of consumer buying behaviour is most important for marketers as they can understand
the expectation of the consumers. It helps to understand what makes a consumer to buy a
product. It is important to assess the kind of products liked by consumers so that they can
release it to the market. Marketers can understand the likes and dislikes of consumers and
design base their marketing efforts based on the findings.
Consumer buying behaviour studies about the various situations such as what do customers
buy, why do they buy, when do they buy, how often do customers buy, for what reason do they
buy, and much more.
Stages of consumer buying process:
1. Problem Recognition (awareness of need) – Problem recognition is the difference
between the desired state and the actual condition. Deficit in assortment of products.
Hunger – Food. Hunger stimulates your need to eat. It can also be stimulated by the
retailer through product information – a commercial for a new pair of shoes stimulates
your recognition that you need a new pair of shoes.
2. Information search –
 Internal search – memory.

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  External search, if you need more information – friends and relatives (word of
mouth). Marketer dominated sources; comparison shopping, public sources etc.
A successful information search leaves a buyer with possible alternatives, the
evoked set.
3. Evaluation of alternatives – Need to establish criteria for evaluation, features the buyer
wants or does not want. Rank/weight alternatives or resume search. May decide that
you want to eat something spicy, Indian gets highest rank etc. If not satisfied with your
choice, then return to the search phase. Information from different sources may be
treated differently. Marketers try to influence by framing alternatives.
4. Purchase decision – Choose buying alternative, includes product, package, store,
method of purchase etc.
5. Purchase – May differ from decision, time lapse between 4 and 5, product availability.
6. Post-purchase evaluation – Outcome: satisfaction or dissatisfaction. Cognitive
dissonance – have you made the right decision? This can be reduced by warranties,
after sales communication etc. After eating an Indian meal, you may think that really
you wanted a Chinese meal instead.
1.3 Company Profile
Tata Motors Limited (TML), a USD 42 billion organization, is India’s largest automobile
company by revenues. Incorporated in India, in the year 1945, Tata Motors is a part of the USD
100 billion Tata group and has operations across India, UK, South Korea, Thailand, South
Africa, and Indonesia.

Vision of Tata Motors

By 2024 we will become the most aspirational Indian auto brand, consistently winning by
 Delivering super financial returns
 Driving sustainable mobility solution
 Exceeding customer expectation
 Creating a highly engaged workforce
Mission
We innovate mobility solution with passion to enhance the quality of life.
Values
 Integrity
 Teamwork
 Accountability
 Customer focus
 Excellence
 Speed
The company is a leading global manufacturer of cars, utility vehicles, buses, trucks and
defence vehicles and is working towards developing Smart Mobility Solutions for Smart Cities.
Tata Motors is also developing a smart range of EVs, to accelerate the adoption of Electric
Vehicles (EV) in the country, supporting the government’s mission on electric vehicles.
A leader in the Indian commercial vehicle market, Tata Motors also ranks amongst India’s top
passenger vehicle manufacturers, with over 9 million vehicles plying on Indian roads. The

4
company has played an instrumental role in transforming the country into a destination for
world-class automotive manufacturing and continues to work towards building the nation. Tata
Motors has always been at forefront of innovating technologies and providing products and
experiences catering to the discerning needs of our customers across both passenger and
commercial vehicles business. With its corporate brand identity - Connecting Aspirations, Tata
Motors continues to create segment-defining products that will fire up the imagination of
customers - generation after generation; reiterating the company’s promise of offering better
journeys.

Subsidiaries of Tata Motors

With some of the worlds’ most iconic brands, including Jaguar Land Rover in the UK, Tata
Daewoo in South Korea, and a network of 76 subsidiaries globally, the company has
consolidated its position as the Tata Motors Group. In India, Tata Motors’ presence cuts across
the length and breadth of the country with a manufacturing base spread across its biggest
industrial hubs; Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh),
Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka).
Recognized for its world-class quality, originality, engineering and design excellence, the
company is on the path of shaping the future of mobility in India. With a strong team of 4,500
engineers, scientists and technicians at the company’s Engineering Research Centre, Tata
Motors’ R&D centres span multiple geographies, including Pune (India), UK and South Korea.
For the rapidly changing automotive environment, Tata Motors launched its sub-brand –
TAMO. TAMO acts as an incubating centre of innovation towards new technologies, business
models and partnerships in order to define future mobility solutions. It operates as an agile,
ring-fenced vertical, in the first step on a low volume, low investment model to provide fast
tracked proves of technologies and concepts. TAMO will transform the experience of
interfacing and interacting with customers and the wider community. It will provide a digital
ecosystem, which will be leveraged by Tata Motors to support the mainstream business in the
future.
Sustainability and the spirit of ‘giving back to society’ serves as the guiding philosophy at Tata
Motors; along with good corporate citizenship, which is strongly embedded in the company’s
DNA. Through the Affirmative Action Programme, it has touched the lives of more than 5 lakh
people in FY 16-17.

1.4 Objectives of the Study

The present study seeks to fulfil the following objectives:
1. To gain an understanding on the concept of consumer buying behaviour.
2. To examine the factors which influence consumers to buy Tata Motors’ cars.
3. To analyse the relationship between age and other factors affecting buying behaviour.
4. To study the main reason of the consumers to opt for Tata Motors.

1.5 Scope
This project is undertaken to study how consumer makes a buying decision while purchasing
Tata Motors cars. It aims to analyse buying behaviour of the customers of Tata Motors.
This study will focus its attention on the customers in Delhi-NCR and in identifying the factors
which are relevant for the buying decision process.

5
CHAPTER – 2

LITERATURE
REVIEW

6
2.1 Introduction
A literature review is a survey of scholarly sources on a specific topic. It identifies, evaluates,
and synthesises the relevant literature within a particular field of research. It also illuminates
how knowledge has evolved within the field, highlighting what has already been done, what is
generally been accepted, what is emerging and what is the current state of thinking on the topic.
In addition, a literature review identifies an unexplored research area and articulates how a
particular research project addresses this gap.

2.2 Consumer Buying Behaviour

 A Singh, N Dhayal, A Shamim – 2014
To study consumer buying behaviour has become of the most important and complex
task for the organisations.
“Kotler and Keller (2011) state that consumer buying behaviour is the study of the ways
of buying and disposing of goods, services, ideas or experiences by the individuals,
groups and organizations in order to satisfy their needs and wants.”
Consumer buying behaviour focuses on how individuals make decisions to spend their
available resources (time, money, effort) on consumption-related items that includes
what they buy, why they buy, when they buy, where they buy, how often they buy, how
often they use that item, how they evaluate it after the purchase and the impact of such
evaluations on future purchases, and how they dispose it.

Conclusion: The conclusion drawn is that better understanding the consumer buying
behaviour through studying and identifying their needs leads to huge long-term benefits
to the businesses. Despite the great efforts to learn and understand the buying behaviour
of consumers, it is very difficult to identify the exact reasons why a consumer purchases
and prefers one product or service over another one. This is because consumers
sometimes make purchasing decisions based on their emotional beliefs which they even
themselves are not well aware of.

 N Ramya and Dr. SA Mohamed Ali – 2016

Consumer buying behaviour refers to the selection, purchase and consumption of goods
and services for the satisfaction of their wants. Different processes are involved in
consumer behaviour. Many factors, specificities and characteristics influence the
consumer in his decision-making process, shopping habits, purchasing behaviour, the
brand he buys and the retailers he goes to. A purchase decision is the result of each and
every one of these factors. Initially the consumer tries to find what commodities he
would like to consume, then he selects only those commodities that promise greater
utility. After selecting the commodities, the consumer makes an estimate of the
available money which he can spend. Lastly, the consumer analyses the prevailing
prices of commodities and takes the decision about the commodities he should
consume.

Conclusion: Consumer Buying Behaviour refers to the buying behaviour of the ultimate
consumer. Many factors, specificities and characteristics influence the individual in
what he is and the consumer in his decision-making process, shopping habits,

7
 purchasing behaviour, the brands he buys or the retailers he goes. A purchase decision
is the result of each and every one of these factors.

2.3 Factors affecting consumer buying behaviour

 NB Gajjar – 2013
There are various factors influencing the purchases of consumer such as social, cultural,
personal and psychological.
1. Social Factors – The important social factors are: reference groups, family, roles
and status.
 Reference Groups – Reference groups have potential in forming a person
attitude or behaviour. Its impact varies across products and brands.
 Family – Buyer behaviour is strongly influenced by the member of a family.
Therefore, marketers are trying to find the roles and influence of husband,
wife and children. We should also note that buying roles change with change
in consumer lifestyles.
 Roles and Status – Each person possesses different roles and status in the
society depending upon the groups, clubs, family, organisation etc. to which
he belongs. For example, a woman is working in an organisation as finance
manager. Now she is playing two roles, one of finance manager and other
of mother. Therefore, her buying decisions will be influenced will be
influenced by her role and status.
2. Cultural Factors – Consumer behaviour is deeply influenced by cultural factors such
as: buyer culture, subculture, and social class.
 Culture – It is the part of every society and is the important cause of person
wants and behaviour. The influence of culture on buying behaviour varies
from country to country, therefore marketers have to be very careful in
analysing the culture of different groups, regions or even countries.
 Subculture – Each culture contains different subcultures such as religions,
nationalities, geographic regions, racial groups etc. Marketers can use these
groups by segmenting the market into various small portions. For example,
marketers can design products according to the needs of a particular
geographic group.
 Social Class – Every society possesses some form of social class which is
important to the marketers because the buying behaviour of people in a
given social class is similar. In this way marketing activities could be
tailored according to different social classes. Here we should note that social
class is not only determined by income but there are various other factors as
well such as: wealth, education, occupation etc.
3. Personal Factors – Some of the important factors that influence consumer buy8ing
behaviour are: lifestyle, economic situation, occupation, age, personality, and self-
concept.
 Age – Age and lifestyle have potential impact on the consumer buying
behaviour. It is obvious that the consumers change the purchase of goods
and services with the passage of time. Family life-cycle consists of different
stages such as young singles, married couples, unmarried couples etc. which
help marketers to develop appropriate products for each stage.

8
  Occupation – The occupation of a person has significant impact on his
buying behaviour. For example, a marketing manager of an organisation
will try to purchase business suits, whereas a low-level worker in the same
organisation will purchase rugged work clothes.
 Economic Situation – Consumer economic situation has great influence on
his buying behaviour. If the income and savings of a consumer is high then
he will purchase more expensive products. On the other hand, a person with
low income and savings will purchase inexpensive products.
 Lifestyle – Lifestyle of consumers is another important factor affecting the
consumer buying behaviour. Lifestyle refers to the way a person lives in a
society and is expressed by the things in her/her surroundings. It is
determined by consumer interests, opinions, activities etc. and shapes his
whole pattern of acting and interacting in the world.
 Personality – Personality changes from person to person, time to time and
place to place. Therefore, it can greatly influence the buying behaviour of
consumers. It has different characteristics such as: dominance,
aggressiveness, self-confidence etc. which can be useful to determine the
consumer behaviour for particular product or service.
4. Psychological Factors – There are four important psychological factors affecting
the consumer buying behaviour. These are: perception, motivation, learning,
beliefs, and attitudes.
 Motivation – The level of motivation also affects the buying behaviour of
customers. Every person has different needs such as physiological needs,
biological needs, social needs etc. The nature of the needs is that, some of
them are most pressing while others are least pressing. Therefore, a need
becomes a motive when it is more pressing to direct the person to seek
satisfaction.
 Perception – Selecting, organising, and interpreting information in a way to
produce a meaningful experience of the world is called perception. There
are three different perceptual processes which are selective attention,
selective distortion, and selective retention. In case of selective attention,
marketers try to attract the customer attention. Whereas, in case of selective
distortion, customers try to interpret the information in a way that will
support what the customers already believe. Similarly, in case of selective
retention, marketers try to retain information that supports their beliefs.
 Beliefs and Attitudes – Customer possesses specific belief and attitude
towards various products. Since such beliefs and attitudes make up brand
image and affect consumer buying behaviour, therefore marketers are
interested in them. Marketers can change the beliefs and attitudes of
customers by launching special campaigns in this regard.
Conclusion: The study of consumer behaviour is quite complex, because of many
variables involved and their tendency to interact with and influence each other. These
variables are divided into three major sections that have been identified as the most
important general influences on consumer behaviour. Imagine three concentric circles,

9
 one at the outer most, one in the middle and one at the inner most, and they represent
the following:
 External Environment Variables Influencing Behaviour – These are the factors
controlled by external environments like the following form the basis of
external influences over the mind of a customer (outer circle).
 Culture and Subculture
 Social Class and Social Group
 Family and Inter-Personal Influences
 Other Influences (which are not categorised by any of the above six, like
geographical, political, economic, religious environment, etc.).

2.4 Relationship between Brand Image and Consumer Buying Behaviour

 Y Zhang – 2015
Brand image has been studied extensively since the 20th century due to its importance
in building brand equity. In the increasingly competitive world marketplace, companies
need to have a deeper insight into consumer behaviour and educate consumers about
the brand in order to develop effective marketing strategies.
Customer-based brand equity (CBBE) refers to the various reactions to the branding
campaign from consumers who have knowledge of the brand in varying degrees. In
other words, brand image and brand awareness are the basis and sources of brand
equity. Positive brand image could be established by connecting the unique and strong
brand image could be established by connecting the unique and strong brand association
with consumer’s memories about the brand through marketing campaigns. In this
regard, the brand knowledge should be built and understood before the consumers could
respond positively to the branding campaign. If consumers have knowledge of a brand,
the company could spend less on brand extension while achieve higher sales.
Brand equity came from the customers’ confidence in a brand. The greater the
confidence they place in the brand, the more likely they are willing to pay a high price
for it. Specifically, this confidence stems from five important considerations:
1. The brand performs its functions as designed
2. The social image is associated with purchasing or owning the brand
3. Consumers’ recognition and sentimental attachment with brand
4. The balance between the brand’s value and its functionalities
5. Consumers trust in the brand.
With the proliferation of brands in the market, consumers make their purchase decisions
largely depending on the brand image rather than the product itself. Moreover, when
the brand image is consistent with the consumers’ self-concept, the consumers would
give a preference to it. According to the self-concept theory, one’s self-concept is a
collection of perception about himself that includes elements such as capabilities,
characteristics, shortcomings, appearance and personality. For marketers, examining
the consistency between the brand image and consumers’ self-concept is very
important, because consumers might display various self-concepts in different social
context. But whatever the context is, consumers would think better of the brand as long
as the brand image is in line with their self-concept.

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 Conclusion: The concept “brand image” has drawn significant attention from
academics and practitioners since it was put forward, because it played an important
role in marketing activities. Although brand image was recognised as the driving force
of brand asset and brand performance, few studies have elaborated on the relationship
between brand image and brand equity. Based on the brand image theories, this study
reviewed extant studies about the impact of brand image on consumer from perspective
of consumer equity.

2.5 Relationship between Advertisement and Consumer Buying Behaviour

 R. Sunderaraj – 2018
In today’s business world, marketing processes are based on the interaction between a
business and the consumers. Advertising has been considered as a popular management
tool for dealing with the highly rapid technological changes and also the marketing
changes in today’s competitive markets, and this management tool refers to the re-
analysis and re-designs of tasks and also processes inside and outside the organisation.
Advertising industry is a social institution born to fulfil the human needs to require and
send information about availability of product, brand and service. Of late, there has also
been a widespread feeling that advertising is a form of communication, meant to exploit
the consumers. Further it is often criticized as being generally profit oriented and
business houses are label as marketing shared who are developing a perfecting
technique to defraud customers through misleading advertisement. The objective of
advertisement is to study the impact of advertisement on buying behaviour. It is found
that there is no relationship between age of the respondents and level of impact of
advertisement and there is no relationship between income and satisfaction with
advertised product at the time of using.
Conclusion: The present era witnesses the revolutionary change in the trend of
marketing. Online marketing is the source which saves us time and cost and another
reason is availability of variety of products. Since the product is not available for
physical verification only advertisements are a source to influence and it influences and
attract the consumers. The role of advertisement is important in influencing the buying
behaviour of the consumers. The advertising should be genuine, correct and serve the
informational needs of the consumers. The companies should use attractive and
informative content to create the awareness in the consumers and they should not rely
on the advertisement for changing the perception of the people. It will be easy for any
company to change the buying behaviour of consumer by creating awareness and
building strong perception in the mind of their customers.

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 CHAPTER – 3

RESEARCH
METHODOLOGY

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3.1 Research Methodology
Research methodology is the specific procedures or techniques used to identify, select, process,
and analyse information about a topic. In a research paper, the methodology section allows the
reader to critically evaluate a study’s overall validity and reliability. The research is concerned
with carrying out experiment, test, surveys, interviews, etc. As against this, research
methodology is concerned with learning various techniques which can be employed in the
performance of experiment test or survey.

3.2 Research Problem

To find out the main motive of the consumers for purchasing Tata Motors and to understand
the importance given by them to each of the factor.

3.3 Objectives of the Study

 To gain an understanding on the concept of consumer buying behaviour.
 To examine the factors which influence consumers to buy Tata Motors’ cars.
 To analyse the relationship between age and other factors affecting buying behaviour.
 To study the main reason of the consumers to opt for Tata Motors.
3.4 Nature of the Study
The study undertaken is Exploratory in nature. It is Cross-sectional design because the data
have been collected at one specific point in time.
Exploratory research is defined as a research used to investigate a problem which is not clearly
defined. It is conducted to have a better understanding of the existing problem, but will not
provide conclusive results. For such a research, a researcher starts with a general idea and uses
this research as a medium to identify issues, that can be the focus for future research.
Cross-sectional study is defined as a type of observational research that analyses data of
variables collected at one given point in time across a sample population or a pre-defined
subset. This study type is also known as cross-sectional analysis, transverse study, or
prevalence study.

3.5 Data Collection

Data collection is defined as a procedure of collecting, measuring, and analysing accurate
insights for research using standard validated techniques. A researcher can evaluate their
hypothesis on the basis of collected data. Data can be of two types
a) Primary Data – It is the type of data that is collected by researchers directly from the
main sources.
b) Secondary Data – It is the data that has already been collected through primary sources
and made readily available for researchers to use for their own research.
This study uses both the primary as well as the secondary data. The primary data has been
collected using a well-structured questionnaire. The secondary data was collected from the
research papers and articles published on various domains.

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3.6 Sampling
Sampling is a process used in statistical analysis in which a predetermined number of
observations are taken from a larger population. The sampling methods are of two types:
a) Probability Sampling – It uses random sampling techniques to create a sample.
Probability sampling is based on the fact that every member of a population has a
known and equal chance of being selected.
b) Non-Probability Sampling – It is a sampling method in which not all members of the
population have an equal chance of participating in the study, unlike probability
sampling. It is most useful for exploratory studies.
The sampling method used in the study is convenience sampling which is a technique of Non-
Probability Sampling. The sample size for the present study consisted of 150 respondents
whose responses have been collected through a questionnaire.
Convenience Sampling is where samples are selected from the population only because they
are conveniently available to the researcher. Researchers choose these samples just because
they are easy to recruit, and the researched did not consider collecting a sample that represents
the entire population.
It is the most common non-probability sampling method, because of its speed, cost-
effectiveness, and ease of availability of the sample.

3.7 Data Analysis

It can be defined as a process of inspecting, cleansing, transforming, and modelling data with
the goal of discovering useful information, informing conclusions, and supporting decision-
making.
In this study the data has been analysed using Chi-Square Test. A chi-square test is used to
compare two independent variables to see if they are related.

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 CHAPTER – 4

DATA ANALYSIS
AND
INTERPRETATION

15
4.1 Introduction
Data Analysis and Interpretation can be defined as a process of assigning meaning to the
information that has been collected and determining the conclusions, significance and,
implications of the findings.

4.2 Data Analysis and Interpretation

Data Analysis is generally defined as a process of cleaning, transforming, and modelling data
to discover useful information for decision-making.
Data Interpretation is defined as implementation of processes through which data is reviewed
for the purpose of arriving at a conclusion.
In this chapter we will analyse the data collected through the questionnaire and then interpret
the same. The data collected through questionnaire was a total of 150 respondents.

Demographic Profile of the Respondents

 Gender

Fig: 1.1
Interpretation –
Out of total respondents 71.3% are males and 28.7% are females. Hence, major proportion
of the respondents are males.

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 Age

Fig: 1.2
Interpretation –
57.3% of the respondents fall into 18-25 age group while the rest 42.7% of the respondents
fall into other three groups. Hence, majority of the respondents are of young population.
 Occupation

Fig: 1.3
Interpretation –
From the above figure, we can see that majority of the respondents are students with 40.7%,
rest of the respondents belong to the other categories.

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 Income

Fig: 1.4
Interpretation –
From the above figure, we can see that 32.7% of the respondents earn more than 10,00,000
per annum.

Customer’s Behaviour
 Do you own car?

Fig: 1.5
Interpretation –
From the above presentation we can see that majority of the respondents do own a car.

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 What do you look for in a car?

Fig:1.6
Interpretation –
64.7% of the respondents see overall performance of the car after that 13.3% of the
respondents go for high pickup in a car.
 Do you check pollution emission levels before buying a car?

Fig: 1.7
Interpretation –
With 63.3%, the majority of the respondents do check pollution emission levels before
buying a car.

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 Do you have a Tata Motors car?

Fig: 1.8
Interpretation –
Only a small portion of the respondents (16%) have Tata Motors car.
 Have you ever purchased a Tata Motors car?

Fig: 1.9
Interpretation –
From the above figure we can see that of the total respondents only 35.3% have purchased
a Tata Motors car.

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 Are you willing to buy a Tata Motors car?

Fig: 1.10
Interpretation –
Majority of the portion are not willing to buy a Tata Motors car, only 41.3% of the
population are willing. Further questions are answered by 62 respondents as the rest were
not willing to buy a Tata Motors car.

Section B
 What type of Tata Motors car are you willing to buy?

Fig: 1.11
Interpretation –
Majority of the population are willing to buy an SUV car with 46.8% of the respondents.

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 Where do you get to know about Tata Motors car?

Fig: 1.12
Interpretation –
From the above presentation, majority of the population with 53.2% get to know about Tata
Motors car from their friends and relatives.
 What do you like the most about Tata Motors?

Fig: 1.13
Interpretation –
Majority of the population with 46.8% likes Tata Motors car because of its reliability factor.

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 If you are to buy a new Tata Motors car, how much are you willing to spend?

Fig: 1.14
Interpretation –
Majority of the respondents with 54.8% are willing to spend 5,00,000-10,00,000 to buy a
new Tata Motors car whereas only 8% of the respondents would like to spend only up to
5,00,000 on a new Tata Motors car.
 What mileage would you like to go for?

Fig: 1.15
Interpretation –
From the above representation we can see that 45.2% of the respondents would like to go
for 20-25 kmpl mileage whereas only 19.4% would go for 10-15 kmpl mileage.

23
 Which of the following do you prefer?

Fig: 1.16
Interpretation –
Majority of the respondents with 40.3% would prefer to buy petrol car whereas 27.4%
would prefer CNG car.
 Which of the following motivated you to buy a Tata Motors car?

Fig: 1.17
Interpretation –
Majority of the people were motivated by their family and friends to buy a Tata Motors car
with 46.8%, after that people bought a Tata Motors car on their own choice. Advertisement
motivated only 8.1% of the people to buy a Tata Motors car.

24
 Why do you prefer Tata Motors over other brands?

Fig: 1.18
Interpretation –
More than half of the population prefers Tata Motors car over other brands because of its
brand image, after that they prefer it because of its low maintenance with 22.6% and only
4.8% of the respondents prefers it because of its fuel efficiency.
 Would you recommend others to buy Tata Motors?

Fig: 1.19
Interpretation –
82.3% of the respondents would recommend others to buy a Tata Motors car whereas only
17.7% of the population would not.

25
CHI SQUARE TEST
Problem: Determine the relation between age and factors affecting buying behaviour of the
consumers.
Hypothesis Testing:
H0: There is no relation between age and factors affecting buying behaviour
Hα: There is relation between age and factors affecting buying behaviour
Friends and Social Own Row
Age Family Class Choice Advertisement Ratings Total
18-25 10 1 10 3 5 29
25-35 14 3 4 3 2 26
35-45 4 1 1 0 0 6
Above 45 1 0 0 0 0 1
Column
Total 29 5 15 6 7 62

Degree of freedom: (r-1) (c-1) = (5-1) (4-1) = 12

Alpha: 0.05
Tabulated Value: 21.03

OBSERVED EXPECTED O-E (O-E)2/E

10 13.56451613 -3.564516 0.93669211
14 12.16129032 1.8387097 0.2780012
4 2.806451613 1.1935484 0.50760104
1 0.467741935 0.5322581 0.60567297
1 2.338709677 -1.33871 0.76629588
3 2.096774194 0.9032258 0.38908189
1 0.483870968 0.516129 0.55053763
0 0.080645161 -0.080645 0.08064516
10 7.016129032 2.983871 1.2690026
4 6.290322581 -2.290323 0.83391232
1 1.451612903 -0.451613 0.14050179
0 0.241935484 -0.241935 0.24193548
3 2.806451613 0.1935484 0.01334816
3 2.516129032 0.483871 0.09305211
0 0.580645161 -0.580645 0.58064516
0 0.096774194 -0.096774 0.09677419
5 3.274193548 1.7258065 0.90966153
2 2.935483871 -0.935484 0.29812123
0 0.677419355 -0.677419 0.67741935
0 0.112903226 -0.112903 0.11290323
CHI 9.38180505
P Value 0.96658622

26
Decision Rule:
If chi square statistics is greater than tabulated value, reject null hypothesis.
If P value is less than α, reject null hypothesis.
Inference:
Since, chi square statistics (9.38180505) is less than tabulated value (21.03), therefore accept
null hypothesis.
Since, P value (0.96658622) is greater than α (0.05), therefore accept null hypothesis.
Conclusion:
There is no relation between age and factors affecting buying behaviour.

27
CHAPTER – 5

FINDINGS AND
SUGGESTIONS

28
 5.1 Findings
 Most of the respondents were from an age group 18-25 years.
 Most of the respondents are students.
 Most of the people see the overall performance of a car before buying it.
 More than half of the population check pollution emission levels of a car before
purchasing it.
 Majority of the population do not own a Tata Motors car, more than half of the
people have never bought it, and more than half of the population are not even
willing to buy it.
 Majority of the population who are willing to buy a Tata Motors car, would like to
buy an SUV car.
 People get to know about Tata Motors car through their friends and relatives.
 People like Tata Motors because of its reliability factor.
 If people want to buy a Tata Motors car, they are willing to spend between 5,00,000-
10,00,000.
 Most of the people like to buy petroleum cars with a mileage of 20-25kmpl.
 People are motivated by their friends and family to purchase a Tata Motors car.
 More than half of the population buys a Tata Motors car because of its brand image
which states that brand image plays an important role while making a buying
decision.
 People would recommend others to buy a Tata Motors car.
 Through chi square test we found that there is no relation between the age of the
consumers and the factors that influences their buying behaviour.

5.2 Suggestions
 Tata Motors should target on family factor in their advertisements as friends and family
motivates one to buy their product.
 Tata Motors should use social media more for advertising as our population is young
and they are the most active age group on social media networks. It will help them gain
potential buyers.
 They should produce cars of a range between 5,00,000-10,00,000 as people are willing
to spend that much amount on buying a Tata Motors car.
 Marketers should focus on other factors which influence consumer buying behaviour
as age does not play a significant role in buying behaviour.

29
CHAPTER-6

CONCLUSION
AND
LIMITATIONS

30
6.1 Conclusion
Consumer buying behaviour refers to the study of customers and how they behave while
deciding to buy a product that satisfies their needs. It is a study of the actions of the consumers
that drive them to buy and use certain products. Study of consumer buying behaviour is most
important for the marketers as they can understand the expectations of the consumers. It helps
to understand what makes a consumer to buy a product. It is important to assess the kind of
products liked by the consumers so that they can release it to the market. Marketers can
understand the likes and dislikes of the consumers and design base their marketing efforts based
on the findings.
Consumer buying behaviour studies about the various situations such as what do consumers
buy, why do they buy, when do they buy, how often does consumers buy, for what reason do
they buy, and much more. Understanding consumer behaviour is essential for a company to
find success for its current products as well as new product launches. Every consumer has a
different thought process and attitude towards buying a particular product. If a company fails
to understand the reaction of a consumer towards a product, there are high chances of product
failure. Due to the changing fashion, technology, trends, living style, disposable income, and
similar other factors, consumer behaviour also changes. A marketer has to understand the
factors that are changing so that the marketing efforts can be aligned accordingly.
Consumer behaviour depends upon several factors namely: cultural, social, psychological,
personal. In the case of Tata Motors car, the consumers are motivated to buy their product
because of its brand image and their family convinces them to purchase Tata Motors because
of its reliability factor.

6.2 Limitations
 Due to time restriction the research was restricted to a sample of only 150 respondents.
 The opinions of the sample may or may not depict the exact opinions of the total
population.
 The study focuses on limited set of variables.

31
 BIBLIOGRAPHY
 en.wikipedia.org
 https://www.open.edu/openlearn/money-business/business-strategy-
studies/social-marketing/content-section-3.4.1
 https://www.yourarticlelibrary.com/consumer-behaviour/consumer-
buying-behaviour-meaning-process-and-types/87244
 https://www.tatamotors.com/wp-content/uploads/gms2018/tata-motors-
profile-english.pdf
 https://pe.tatamotors.com/knowus/vision-mission-corevalues.php
 scholar.google.com
 www.questionpro.com
 gradcoach.com
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 NB Gajjar - International Journal of Research in Humanities and social
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 Y Zhang - Open journal of business and management, 2015
 R Sunderaraj - ICTACT Journal on Management Studies, 2018

32
Annexure

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