A

PROJECT REPORT
ON

“ANALYZING CUSTMER BEHAVIAR AND MEASURING

SATISFACTION OF RKL TATA MOTORS , GIDA GORAKHPUR”

Submitted to

In Partial fulfillment of the requirements for the award of Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by
Name : Shalini Bharti
Roll. No. :
MBA (MARKETING)
 TABLE OF CONTENTS

Sl.No. TOPICS Page No.

1. Executive Summary

2. Objective and Scope of study

3. Company Profile

4. Theoretical Background (Consumer Behaviour)

5. Consumer Behaviour regarding Tata Moros

6. Research Methodology

7. Data Analysis and Interpretation

8. Observation and Findings

9. Limitations

10. Suggestions

11. Conclusion

12. Bibliography

Annexure
Executive Summary

Now days automobile manufacturers are adopting new technology inventing new model,

discovering opportunities to sale their products and service to achieve 100% satisfaction for

the customers.

I have conducted a survey of RKL TATA MOTORS for TATA cars, this is an attempt to

analyze the market status of Tata Motors under the Area of RKL Motors GIDA. Gorakhpur.

After stating the objective of the survey the next step is to develop the plan for gathering

huge information. For this purpose I have visited all the customers of the Tata LPV in

different areas of Gorakhpur, which comes under the Area of RKL Motors GIDA, Dealers of

TATA MOTORS. I have conducted interviews of Tata customers with the help of

questionnaire. The next step is to analyze the information on the extract pertinent findings.

The finding should be relevant to the Major Marketing Decisions facing Management.
Objective of the Study

The theory part of management theories, then it is not necessary that he is a good manager.

Principles in management are fundamental truths (or what are thought to be truths at a given

time) explaining relationship between two or more sets of variables. They describe what

people should do. So, Managers who apply theory of managing must usually blend principles

with realities or practical situation, that is why during the study session of M.B.A. there is

essentially a training session in every management college.

There are following objective of the Study:-

1. To know about behavior of consumer.

2. To compare the Tata Motors with other brand of competitors.

3. Introduction of some innovative scheme to consumer for buying Tata Motors.

4. To get familiar with a typical business organization where we may have to work in

the future.

5. To know consumers expectation with Tata Motors.

6. To know what is the market potential of Tata Motors LPV in comparison to other

competitors.

7. To know factors affecting the sale of Tata Motors.

SCOPE OF THE STUDY

Although the company has got a vast area and scope of the study. A full work of which will

be comprehensive work. I have thought it proper to confine my study to the Consumer

Behavior of TATA Motors at Gorakhpur under RKL TATA MOTORS GIDA. Gorakhpur.

The main scope of this study is to ascertain the various methods to increase the sales and

distribution activities of the concern. The methods include regular information to the buyers

creating a brand position one of the important aspects of this study is also to increase the

market segment for the product.

The scope of this study to know different factor and to develop the ability of decision-making

& decision always be taken at right time.

The main scope is :-

 Distinguishes one company's goods from those of another

 Serves as advertisement for quality

 Protects both consumers and manufacturers

 Used in displays and advertising campaigns

 Used to market new products

Company Profile

INTORODUCTION TO THE ORGANIZATION

Tata Motors Limited, is a multinational corporation headquartered in Mumbai, India. Part

of the Tata Group, it was formerly known as TELCO (TATA Engineering and Locomotive

Company).

It is India's largest company in the automobile and commercial vehicle sector, and a midsized

player on the world market with 0.81% market share in 2007 according to OICA data. The

OICA ranked it as the 19th largest automaker, based on figures for 2007.[2] and the second

largest manufacturer of commercial vehicles in the world. The company is the world’s fourth

largest truck manufacturer, and the world’s second largest bus manufacturer. In India, Tata

ranks as the leader in every commercial vehicle segment, and is in the top 3 makers of

passenger cars. Tata Motors is also the designer and manufacturer of the iconic Tata Nano,

which at INR 100,000 or approximately USD 2300, is the cheapest car in the world.

Established in 1945, when the company began manufacturing locomotives, the company

manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG,

which ended in 1969. Tata Motors is a dual-listed company traded on both the National Stock

Exchange(where it is a component of the Sensex index), as well as on the New York Stock

Exchange. Tata Motors in 2005 it was ranked among the top 10 corporations in India with an

annual revenue exceeding INR 320 billion.

In 2004, Tata Motors bought Daewoo's truck manufacturing unit, now known as Tata

Daewoo Commercial Vehicle, in South Korea. It also, acquired a 21% stake in Hispano

Carrocera SA, giving it controlling rights in the company. In March 2008, it finalised a deal

with Ford Motor Company to acquire their British Jaguar Land Rover (JLR) business, which
also includes the Rover, Daimler and Lanchester brand names. and the purchase was

completed on 2 June 2008

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar,

Lucknow, Ahmedabad and Pune in India, as well as in Argentina, South Africa and Thailand.

Tata Motor in India

Tata Motors Limited is India’s largest automobile company, with revenues of Rs. 35651.48

crores (USD 8.8 billion) in 2007-08. It is the leader in commercial vehicles in each segment,

and among the top three in passenger vehicles with winning products in the compact, midsize

car and utility vehicle segments. Tata Motors’ presence indeed cuts across the length and

breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in

1954. The company’s manufacturing base in India is spread across Jamshedpur (Jharkhand),

Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad

(Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint

venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and

Tata cars and Fiat powertrains. The company is establishing a new plant at Sanand (Gujarat).

The company’s dealership, sales, services and spare parts network comprises over 3500 touch

points; Tata Motors also distributes and markets Fiat branded cars in India.
HISTORY OF THE ORGANIZATION

There is a difference between making money for oneself and creating wealth for others. This

is the story of a business house that has created wealth for a nation. The story, anxiety

adventure and achievement. Jamshed Ji Tata, the founder of the India's largest and

internationally best-known group of companies, began with a textile mill in central India in

1870s.

JRD TATA pioneered civil aviation on the subcontinent in 1932 by launching the group's

airline, which is today the National Airlines. This was life, which often shaped history. Other

than funding Dr. Homi J. Bhabha's ambition to catapult India into the nuclear age, initiating

the family planning movement, preserving for posterity the country's priceless folk arts, JRD

guided India's largest business group, employing more than a quarter million people, for over

than a quarter million people for over half a century (1904 - 1993).

The TATA Group has a leadership position in Engineering, Materials, energy, consumer

products, services and communication, Hotel and information systems.

Tata Engineering Established in 1945. Tata Engineering entered into collaboration with

Daimler Benz of Germany in 1954 to manufacture commercial vehicles. The collaboration

ended in 1969. Tata Engineering has since grown from strength to strength in 2003. Tata

Engineering has becomes Tata Motors.

The company has spread its manufacturing facilities across India by setting up plants at

Jamshedpur, Pune and Lucknow.

This is coupled with a Nation wide sales, service and spare parts network. The company

enjoys a significant demand in export markets like Europe, Australia, South East Asia,

Middle East and Africa. The company's vehicles are seen in all the continents.

Tata Motors owes its lending position in the Indian automobile industry to its strong focus on

indigenisation. This focus has driven the company to set up world-class manufacturing units

with state-of-the-art technology. Every stage of product evolution-design, development,

Manufacturing Assembling and Quality Control, is carried out meticulously. Its

manufacturing plants are situated at Jamshedpur in the East, Pune in the West and Lucknow

in the North.
MANUFACTURING UNIT

JAMSHEDPUR :-

This was the first unit of the company established in 1945. It consists of 3 (three)

divisions - Truck, Engine (including the Gear Box division) and Axle. The divestments in

March 2000 hived off the Axle and Engine plants into independent subsidiaries. The Truck

division boasts of two assembly lines. The main assembly line, measuring 180 meters in

length has 20 stations with a vehicle rolling out every 8 minutes while the other line is

dedicated to special purpose vehicles (SPVs). State-of-the-art facilities like a centralized

point and press shop with a set-up of a 5000 tones siempelkamp press line and a cut-to-length

line for strip preparation purchased from M/s Kohler of Germany makes it a fairly advanced

production outfit.

This is supported by a fully equipped foundry, which supplies high - grade SG Iron

castings for automobile components and excavators and is rated as one of the cleaner, better

and highly automated foundries in the world. The foundry has a sophisticated Kunkel Wagner

high pressure moulding line, which has a rated production capacity of 90 pairs of moulds

every hours. The foundry has its own melting ship, core shop and sand plant. Other advanced

facilities include channel furnaces, computerized testing equipment etc. In 1993 the foundry

was TSO-9002 certified by the Bureau Verities Quality International and later followed

certification from the more stringent QS9000 certification from the BVQT in the year 2000.

The unit is also equipped with se4mi-automated forging line, with 40,000 mkg Beche

Hammer and state-of-the-art presses from Kurimoto of Japan and it one of the most modern

forging set-ups in the country. It produces critical forgings like crankshaft, front axle beams

and steering parts for automobile plant. The new forging line, installed on April 20, 1984, has
the capacity to forge front axle beams at 90 per piece and crankshafts at 120 sec. per piece.

The forge has been certified as an ISO-9002 and QS-9000 by the BVQI.

PUNE :-

The Pune unit is spread over 2 geographical regions Pimpri and Chinchwad and ahs

combined area of the around 510 acres. It was established in 1966 and has production

Engineering Division, which has one of the most versatile tool making facilities in the Indian

sub-continent. It is engaged in the design and manufacture of sophisticated. Press tools, Jigs,

fixtures, Gauges, metal pattern and special tolls as well as models for the development of new

ranges of automobile products.

Over the years, this division has developed expertise in design and manufacture of

automated dies, fixtures and welding equipment. Its large design group is fully conversant

with state-of-the-art CAD facilities and manufacturing facilities comprising of light and

heavy CNC machine shops, Jigs boring room, plastic template shop, wood pattern and model

pattern shop, five axis precision machine tools and laser control machines. To cope with such

a diverse angle, four assembly lines have been established, one each for Multi Commercial

Vehicles (MCV) and Heavy Commercial Vehicles (LPV) Light Commercial Vehicles (LCV)

utility vehicle and one for passenger cars (Indica and Indigo).

The passenger car division in K-block executes the entire process of a car

manufacture over five shops the engine shop, the transmission shop, press and body shop,

paint shop and the trim and final assembly shop. After the car is completely assembled, it

goes through several checks like wheel alignment side sleep test, Break test, shower test and

short test run before it is ready to dispatch.

 The Multi Utility vehicle like Tata Sumo is manufactured at the Pune work facility of

Tata Motors. Pune work facility was set up in 1963 and manufactures Tata Passenger and

commercial vehicles.

The electronics division is engaged in the production of a wide variety of Machine

tool controllers, PLC, Test rig instrumentation, servomotors, proximity switches, in addition

it has developed a number of components such as flashes, horns, timers that are used in Tata

Motors vehicles.

Industry experts rate are fully automatic foundries at Chindwad and Maval among the

best, worldwide. The iron foundry producer 30,000 Tons of high precision castings per year

at Chindwad and Maval foundry producers 12,000 tones per year of spheroidal Iron castings.

These include cylinder Blocks, cylinder Heads, Gear Box, Housing etc. To dispense with the

need for out sourcing, an aluminium foundry with the annual capacity of 1200 tones has also

been established.

Lucknow :-

Company has also set-up own plants at Lucknow, which was established in 1991 and

covering and area of 600 acres, the Lucknow plants was established to assemble Medium

Commercial Vehicles (MCVs) to meet the demand in the Northern Indian Market.

In 1995, the unit started manufacturing bus chassis of light commercial vehicles

(LCVs) and Tata Sumos. The unit is also equipped with facilities to manufacture spare parts.
 PRODUCT PROFILE OF THE ORGANIZATION

Tata Car Models

The following products of Tata Motors in LPV segment.

Tata Nexon
₹ 6.69 Lakhs onwards
Avg. Ex-Showroom price

Tata Harrier
₹ 13.02 Lakhs onwards
Avg. Ex-Showroom price


Tata Tiago
₹ 4.5 Lakhs onwards
Avg. Ex-Showroom price

Tata Tigor
₹ 5.6 Lakhs onwards
Avg. Ex-Showroom price


Tata Hexa
₹ 13.26 Lakhs onwards
Avg. Ex-Showroom price

Tata Zest
₹ 5.82 Lakhs onwards
Avg. Ex-Showroom price


 Tata Safari Storme
₹ 10.97 Lakhs onwards
Avg. Ex-Showroom price

Tata Nano
₹ 2.97 Lakhs onwards
Avg. Ex-Showroom price

Tata Bolt
₹ 5.25 Lakhs onwards


Tata Tiago NRG

₹ 5.9 Lakhs onwards
Avg. Ex-Showroom price

Tata Tiago JTP

₹ 6.7 Lakhs onwards
Avg. Ex-Showroom price


 Tata Nano GenX
₹ 2.47 Lakhs onwards
Avg. Ex-Showroom price

Tata Tigor JTP

₹ 7.61 Lakhs onwards

 Upcoming

Tata Tiago EV
Expected Price: ₹ 5 Lakhs
Expected to launch in Nov 2019
 Upcoming

Tata Tigor Facelift

Expected Price: ₹ 5.5 Lakhs
Expected to launch in Nov 2019

 Upcoming

Tata Tiago Facelift

Expected Price: ₹ 4.31 Lakhs
Expected to launch in Dec 2019

 Upcoming
 Tata Buzzard
Expected Price: ₹ 18 Lakhs
Expected to launch in Dec 2019

 Upcoming

Tata Nexon Facelift

Expected Price: ₹ 6.8 Lakhs
Expected to launch in Jan 2020

 Upcoming
 Tata Altroz
Expected Price: ₹ 5.5 Lakhs
Expected to launch in Feb 2020

 Upcoming

Tata H2X
Expected Price: ₹ 5 Lakhs
Expected to launch in Mar 2020

 Upcoming
Tata Nexon EV
Expected Price: ₹ 15 Lakhs
Expected to launch in Mar 2020
Group Profile of the Organization

T h e T a t a G r o u p c o m p r i s e s

9 1 o p e r a t i n g c o m p a n i e s i n

s e v e n b u s i n e s s s e c t o r s :

i n f o r m a t i o n s y s t e m s a n d

c o m m u n i c a t i o n s ;

e n g i n e e r i n g ; m a t e r i a l s ;

s e r v i c e s ; e n e r g y ; c o n s u m e r

p r o d u c t s ; a n d c h e m i c a l s .

T h e G r o u p w a s f o u n d e d b y

J a m s e t j i T a t a i n t h e l a s t
t h
q u a r t e r o f t h e 1 9

c e n t u r y , a p e r i o d w h e n

I n d i a h a d j u s t s e t o u t o n

t h e r o a d t o g a i n i n g

i n d e p e n d e n c e f r o m B r i t i s h

r u l e . C o n s e q u e n t l y ,

J a m s e t j i T a t a a n d t h o s e

w h o f o l l o w e d h i m a l i g n e d

b u s i n e s s o p p o r t u n i t i e s

w i t h t h e o b j e c t i v e o f

n a t i o n b u i l d i n g . T h i s

a p p r o a c h r e m a i n s e n s h r i n e d

i n t h e G r o u p ' s e t h o s t o

t h i s d a y .
The Tata Group is one of India's largest and most respected business conglomerates, with

revenues in 2003-04 of $14.25 billion (Rs 654,240 million), the equivalent of about 2.6 per

cent of the country's GDP. Tata companies together employ some 220,000 people. The

Group's 32 publicly listed enterprises — among them standout names such as Tata Steel, Tata

Consultancy Services, Tata Motors and Tata Tea — have a combined market capitalisation

that is the highest among Indian business houses in the private sector, and a shareholder base

of over 2 million. The Tata Group has operations in more than 40 countries across six

continents, and its companies export products and services to 140 nations.

The Tata family of companies shares a set of five core values: integrity, understanding,

excellence, unity and responsibility. These values, which have been part of the Group's

beliefs and convictions from its earliest days, continue to guide and drive the business

decisions of Tata companies. The Group and its enterprises have been steadfast and

distinctive in their adherence to business ethics and their commitment to corporate social

responsibility. This is a legacy that has earned the Group the trust of many millions of

stakeholders in a measure few business houses anywhere in the world can match.

Established in 1945, Tata Motors is India's largest and only fully integrated automobile

company. Tata Motors began manufacturing commercial vehicles in 1954 with a 15-year

collaboration agreement with Daimler Benz of Germany. Since 1969, the company's products

have come out of its own design and development efforts.

Today, Tata Motors is India's largest commercial vehicle manufacturer with a 59-per cent

market share and ranks among the top six manufacturers of medium and heavy commercial

vehicles in the world.

Areas of business

Tata Motors' product range covers passenger cars, multi-utility vehicles as well as light,

medium and heavy commercial vehicles for goods and passenger transport. Seven out of 10

medium and heavy commercial vehicles in India bear the trusted Tata mark.

Commercial vehicle business unit

The company has over 130 models of light, medium and heavy commercial vehicles ranging

from two tonnes to 40 tonnes, buses ranging from 12-seaters to 60-seaters, tippers, special

purpose vehicles, off-road vehicles and defence vehicles.

P a s s e n g e r c a r b u s i n e s s

u n i t

The company's passenger car range comprises the hatchback Indica, the Indigo sedan and the

Marina, its station wagon variant, in petrol and diesel versions. The Tata Sumo, its rural

variant, the Spacio and the Tata Safari (the country's first sports utility vehicle) are the

company's multi-utility offerings.

The Tata Indica, India's first indigenously designed and manufactured car, was launched by

Tata Motors in 1999 as part of its ongoing effort towards giving India transport solutions that

were designed for Indian conditions. Currently, the company's passenger cars and multi-

utility vehicles have a 16-per cent market share.

In addition to the growth opportunities in the buoyant domestic market, the company is

pursuing growth through acquisitions (it acquired Daewoo Commercial Vehicles, Korea, in
2004) and alliances (it has entered into a tie-up with MG Rover, UK, to supply 1,00,000

Indicas to be badged as City Rover) in other geographies.

Research and development

Tata Motors invests up to 1.3 per cent of its annual turnover on research and development,

with an emphasis on new product / aggregates development and technology upgradation. Its

Engineering Research Centre in Pune employs over 900 scientists and engineers and has

India's only certified crash-test facility and hemi-anechonic chamber for testing of noise and

vibration.

The company also draws on the resources of leading international design and styling houses

like the Institute of Development in Automotive Engineering, SPA, Italy and Stile Bertoni,

Italy. The company has also been implementing several environmentally sensitive

technologies in manufacturing processes and uses some of the world's most advanced

equipment for emission checking and control.

Environmental responsibility

Tata Motors has led the Indian automobile industry's anti-pollution efforts through a series of

initiatives in effluent and emission control. The company introduced emission control engines

in its vehicles in India before the norm was made statutory. All its products meet required

emission standards in the relevant geographies. Modern effluent treatment facilities, soil and

water conservation programmes and tree plantation drives on a large scale at its plant

locations contribute to the protection of the environment and the creation of green belts.
Exports

Tata Motors' vehicles are exported to over 70 countries in Europe, Africa, South America,

Middle East, Asia and Australia. The company also has assembly operations in Malaysia,

Bangladesh, Kenya, South Africa and Egypt.

Associates

Tata Motors has made substantial investments in building associate and subsidiary companies

that complement and support its business activities. These include:

 Tata Daewoo Commercial Vehicle Company, manufactures heavy trucks ranging

from 15T GVW to 45T GVW. Tata Motors acquired this company in March, 2004

 Tata Cummins, a j o i n t v e n t u r e

w i t h C u m m i n s , U S A ,

m a n u f a c t u r e s C u m m i n s

e n g i n e s f o r T a t a M o t o r s .

 Telco Construction Equipment Company, a joint venture with Hitachi Machinery

Company, Japan, is engaged in the manufacture and sale of earthmoving machinery

and construction equipment such as hydraulic excavators, cranes and wheel-loaders.

 Tata Technologies, provides IT support in the areas of engineering design,

development and validation, business information systems and ERP systems.

 HV Axles, manufactures axles for Tata Motors' medium and heavy commercial

vehicles.

 HV Transmissions, supplies gearboxes for the company's medium and heavy

commercial vehicles.
 Tata Holset, a j o i n t v e n t u r e

b e t w e e n H o l s e t

E n g i n e e r i n g C o m p a n y ,

U K , a w h o l l y - o w n e d

s u b s i d i a r y o f C u m m i n s

E n g i n e C o m p a n y , U S A a n d

t h e T a t a s ( T a t a M o t o r s ,

T a t a I n t e r n a t i o n a l a n d

T a t a I n d u s t r i e s a r e

s h a r e h o l d e r s ) .

I n c o r p o r a t e d i n 1 9 9 4 ,

t h i s c o m p a n y

m a n u f a c t u r e s

t u r b o c h a r g e r s f o r

e n g i n e s m a d e b y T a t a

C u m m i n s L t d a s w e l l a s

o t h e r a u t o

m a n u f a c t u r e r s .

 TAL Manufacturing Solutions, manufactures painting systems, welding lines,

material handling systems and robotics. It also develops factory automation solutions

and provides consultancy services in the field of manufacturing processes and factory

layouts.

 Concorde Motors (India): Retails Tata Motors' range of passenger vehicles.

  Tata Precision Industries, Singapore and Tata Engineering Services, Singapore,

are engaged in the manufacture of high precision tooling and spare parts, and

warehousing, respectively.

 Nita Company, Bangladesh, is engaged in the assembly of Tata vehicles for the

Bangladesh market.

Locations

Tata Motors has manufacturing plants at Jamshedpur, Pune, Lucknow and Dharwad as well

as a well-integrated national sales, service and spare parts network that is focused on

providing users with easy access service solutions.

COMPETITORS OF THE ORGANIZATION

MAIN COMPETITORS OF THE TATA MOTORS

The top 10 competitors in Tata Motors' competitive set are Maruti Suzuki, Hyundai Motor,

Volkswagen, Toyota, Honda, Ford, Mahindra, Nissan, MG, KIA, Datsun etc.

Theoretical Background

Consumer Behaviour

PRODUCT :- Anything that can be offered to a market for attention. Acquisition, use

or consumption and that might satisfy a want or need.

CONSUMER :- Persons that have need as well as ability and authority to purchase that

goods and services.

CONSUMER BEHAVIOUR

Ther term "Consumer Behaviour" refers to the behaviour that consumer display in search for

purchasing, using evaluation and disposition of products and services that they expect will

satisfy their needs. The study of consumer behaviour is the study of how individuals make

decisions to spend their available resources (time, money, effort) on consumption related

items. It include the study of what they buy, why they buy it when they buy where they buy
it, how often they buy it and how often they use it. In this process the consumer deliberated

within himself before the finally makes a purchase or more.

This deliberation relates to many variables and is aimed to solving consumption problem.

Among these problems the first and foremost is to decide whether to spend money or to save

it.Once a decision is taken to spend money the second problem is to decide what to buy

because the resources are limited and needs are multiple. Therefore needs are to be marked in

priority terms. During my study I found that how consumers make a decision for buying a

product.

Models of consumer behaviour

The bayer's characteristics and decision process lead to certain purchase decision. The

marketers task is to understand what happens in the buyers consciousness. The buyers'

behaviour is stimuli response between the arrival of outside stimuli and the buyers' purchase

decision.

Marketing Other stimuli Buyers' Buyers' decision Buyers'

stimuli characteristic process decision

Product Economic Cultural Problem Recognition Product choice

Price Technological Information Search Brand choice

Social
Political Dealer choice
Place Evaluation of
Cultural Personal Purchase
Promotion alternative
Psychological Timing

Purchase decision Post Purchase

Purchase behaviour
 amount

A consumer buying behaviour is influenced by cultural, social, personal and psychological

factors exerts the product and deppest influences.

It may be shown as follows :-

Factors

Cultural Social Personal Psychological

Culture Factors :-

Culture factors have great impact on consumer behaviour. The roles played by the buyer's

culture, subculture and social class are particularly.

Culture :-
Culture is the most fundamental determinants of a person's wants and behaviour. The

growing child acquires a set of values, perceptions, preference and behaviour through his or

her family and others key institutions. A child growing up in America is exposed to the

following values i.e. achievement and success, activity efficiency, practical progress material

comfort, individualism, freedom external comfort, humanitarianism and youthfulness.

Sub Culture :-

Each culture consists of smaller sub-culture that provide more specific identification and

socialization for their members, sub-culture includes nationalities, religious, radial group and

geographic regions, many sub-cultures make important market segment and marketers often

design product and market programs according to their needs.

Social Class :-

Virtually all human societies exhibit social stratification. Stratification sometimes takes the

form of a caste system where the members of different caste are reared for certain roles and

cannot change their caste membership. More frequently stratification takes the form of social

classes. Social classes are relatively homogenous and enduring divisions in a society, which

are hierarchically ordered and whose members share similar values, interests and behaviour.

Social classes are divided into seven terms :-

 Upper - upper class

  Lower - upper class

 Upper - middle class

 Middle - Class

 Working Class

 Upper - lower classes

 Lower-lower class

(2) SOCIAL FACTORS :-

A consumer behaviour is also influenced by such social factors as reference group, family,

role & status.

Reference Group :-

Many groups influence a person's behaviour. A person's behaviour group that have a direct or

indirect influence on the person's attitudes and behaviour. Groups having a direct influence of

a person are called membership groups. These are groups to which the person belongs and

interacts. Some are primary groups such as family, friends neighbours with which the person

interacts fairly continuously. Primary groups tend to be informal. A person also belongs to

secondary groups such as religious, professional and trade union groups which tend to be

more formal and require less continuous interaction.

People are also influenced by groups in which they are not members. Groups to which a

person would like to belongs are called inspirational groups.

Family :-

Most consumers belong to a family group. They influence the pattern of consumption.

Buying habits creates by family influences. The members of the family play different roles as

for deciding, purchaser and user. The housewife may act as a mediator of products that

satisfy wants and desires of the children. Many question arise in the whole family but a

marketer has to think that who is the main purchaser of family.

In the case of expensive products services, husband and wives engage in more joint decision

making. The marketers need to determine which member normally has the greater influence

in choosing various products often it is a matter of who has more power or expertise.

Here are Typical product patterns

Husband dominant :- Life insurance, Automobiles, T.V.

Wife dominant : - Washing Machine, Furniture, Kitchenware

Equal :- Vacation, Housing, Outside entertainment.

Roles and Status :-

A person participates in many groups :- family, clubs and organization. The person's position

in each group can be defined in term's of roles and status. A role consists of the activities that

a person is expected to perform. Each role carries a status. A supreme court justice has more

status than a sales manager and a sales manager has more status than an office clerk. People

choose products that communicate their role and status in society. Thus company drive

Mercedes, wear expensive suits and drink chives regal scotch. Marketers are aware of the

status symbol potential of products and brands.

PERSONAL FACTORS :-

A buyer's decisions are also influence by personal characteristics not by the buyer's age and

life stage, occupation, economics circumstances, lifestyle and personality and self concept.

Age and Life cycle stage :-

People buy different goods and services over their lifetime. The eat baby food in the years,

matured foods in the growing and mature years, and special diets in the latter years. People's

taste in clothes furniture and recreation is also age related.

Consumption is also shaped by the stage of the family life cycle. Marketers often choose life

cycle groups as their target market.

Some recent work has identified psychological life cycle stages. Adults experience certain

"passages" or transformations as they go through life markers pay close attention to changing

life circumstances divorce widowhood remarriage and their effect on consumption behaviour.

Occupation :-

A person's occupation also influences his or her consumption pattern. A blue collar worker

will buy work clothes work shoes, lunch box. A company's president will buy expensive

suits, air travel, country club membership and a large sail boat. Marketers try to identify the

occupational groups that above average interest in their product and services. A company can

even sexualize their computers software companies will design different computers software

for brand manager, engineers, lawyers and physicians.

Economic Circumstances :-
Product choice is greatly affected by ones economic circumstances. People's economic

circumstances consists or their spendable income, its level stability and time pattern, saving

and assets including the percentage that is liquid debts, borrowing power and attitudes

towards spending versus saving.

Lifestyle :-

People coming from the same sub-culture, social class and occupation may lead quite

different lifestyles. A person's life is the person's pattern of living in the world as expressed in

the person's activities, interest and opinions. Lifestyle portrays the "whole person" interacting

with his or her environment. Marketers will search for relationship between their product and

lifestyle groups. A computer manufacturer may find that most computer buyers are

achievement oriented. The marketer may then aim the brand more clearly at the achiever

lifestyle.

Personality and Self-concept

Each person has a distinct personality that will influence his or her buying behaviour. By

personality we mean the person's distinguishing psychological characteristics that lead to

relatively consistent and ending responses to his or her environment. Personality is usually

described in terms of such facts as self confidence, dominance, autonomy difference,

sociability, defensiveness and adaptability.

(4) Psychological Factors

A person's buying choices are influenced by four major psychological factors

 Motivation,
  Perception

 Learning and Beliefs

 Attitudes

Motivation :-

A person has many needs at any given time some needs are biogenic they arise from

psychological states of tension such as larger, thirst, discomfort. Other needs are psychogenic

; they arises from needs are psychogenic they arises from psychological states of tension such

as the need for recognition, esteem, or belonging. A need becomes motive when it is aroused

to a sufficient level of intensity. A motive is need that is sufficiently pressing to drive the

person to act.

Perception :-

Perception is the process by which an individual organization select interprets information,

inputs to create a meaningful picture of the world.

Perception depends not only on the physical stumuli but also on the stimuli relation to the

surrounding field and on condition within the individual.

The key word is the definition of perception of individual. One person might perceive a fast

talking sales person as aggressive and in sincere, another as intelligent and helpful. People

can emerged with different perception of the some object because of three perceptual process,

selective attention, selective distortion and selective retention.

Learning :-
Learning involves changes in an individual's behaviour arising from experience. Most human

behaviour learned learning theorists believe that learning is produced through the interplay of

desirous, stimuli, cues responses and reinforcement.

Beliefs and Attitudes :-

Through doing and learning people acquired beliefs and attitudes. These turns influence

buying behaviour. A belief is a descriptive thoughts that a person holds about something.

Believes may be based on knowledge, opinion or faith. They may or may not carry emotional

charges, of course manufacturer are very interested in the beliefs. People carry in their heads

about their products and services.

An attitude is a persons enduring favourable or unfavourale evaluation emotional feelings and

action tendencies towards some object or ideas.

People have attitude towards almost everything politics clothes music, food. Attitudes put

them into a frame of mind of disliking and object moving towards or away from it. Attitudes

lead people to behave in fairly consistent way towards similar object. People do not have to

interpret and every object in a fresh way, because attitudes economize on energy and thought,

they are very difficult to change. A person attitude settle into a consistent pattern to change a

single attitude may require major adjustment in other attitudes.


CONSUMER BEHAVIOUR AMONG TATA MOTORS, GORAKHPUR

Consumer is very important part of Marketing and has very important role of play on it. My

Survey is based on questionnaire method. The reason behind survey is to know the overall

view of TATA MOTORS Consumer's so, that we can chalk out further plan for the

Consumer Behaviour of Tata LPV.

Survey has been done under the Area of Ideal Dealers of TATA MOTORS GORAKHPUR

on the special recommendation of Ideal Dealers all consumers of TATA MOTORS LPV has

been examined in different categories.

To get the overview of customer regarding consumer behaviour, First of all I was given on

open close questionnaire, which was prepared, by Ideal Dealers and list of persons belonging

to different classes. Through questionnaire I conducted interviewed or survey of different

members belonging to all different classes separately.

I asked questions which were as follows -

1. Occupation :

2. Monthly Family Income :

3. When did you purchase Motor Vehicle ?

4. Which Motor Vehicle is it ?

5. Your satisfaction level with the brand ?

6. Does advertisement influence you to buy a particular Motor ?

7. What incentive attracts you most for buying a car ?

8. According to you which car brand has most lucrative promotion offer ?

9. Do you like TATA Motor all Service Centre near about your city ?

10. Do you have any problem with TATA Motor's Dealer ?

11. At what point of time of the year you accept promotional Offer ?

12. Do you have any problem in Finance ?

Mostly attitude were towards Tata Motors, because Tata Motors has good in Bihar. The

reason behind people choice towards Tata gives exciting looks with world class technologies.

Some people gave misleading answers. Few peoples did not disclose their salary/income slab.

Mostly existing customers were quite happy with Tata LPV and customers from other

automobile about quality services provided by Tata Motors.

RESEARCH METHODOLOGY

Having set the objective of the survey the next step of any Market research Calls for

Developing and efficient plant for gathering needed information. For this purpose I have

visited different Area, which comes under the IDEAL DEALERS of TATA MOTORS in

Gorakhpur, Bihar.

The design of the plan adopted for the study is stated below :-

1. Data Collection Methods :-

a) Primary Data

b) Secondary Data

2. Type of Research Design

My research design was descriptive method.

3. Sampling Design

Probability Sampling

Area Sampling

We visit different customers for this sampling

4. Sample Size = 100

I visited 100 customers.

5. Methods

The respondents were interviewed by personal contacts. This is the most variable

method to research.
DATA ANALYSIS AND INTERPRETATION

Consumers are very important for marketing because they play a vital role in it. The topic of

survey is "Consumer Behaviour". Survey has been conducted in Gorakhpur district because

Gorakhpur have a broad market of Bihar State. Approx 100 (one hundred) consumer

respondents have been taken from the basis of their occupation groups, like, students,

Business Men, Professionals, Service holders and Retired and other persons at possible equal

ratio.
1. Occupation :

Service 20

Business 35

Retd. Person 5

Agriculture 15

Others 25

Total No. of Respondents = 100

25% 20%

15%
35%

5%

Service Business Retd. Person Agriculture Others

Interpretation : In my survey, I have collected data from 20% of Servicemen, 35% of

Businessman, 5% of Retd. Persons, 15% of Agriculture and 25% of other occupation.

2. Monthly Family Income :

Upto Rs. 10,000/- 30

Upto Rs. 10,000/- to 20,000/- 40

Upto Rs. 20,000/- to 30,000/- 25

Above Rs. 30,000/- 5

Total No. of Respondents = 100

5%

25% 30%

40%

Upto Rs. 10,000/- Upto Rs. 10,000/- to 20,000/-

Upto Rs. 20,000/- to 30,000/- Upto Rs. 30,000/-

Interpretation : In my survey, I have collected data from 30% of Upto Rs. 10,000/- per

month income group, 40% of Upto Rs. 10,000 to Rs. 20,000, 25% of Upto Rs. 20,000

- 30,000 and 5% are only Above 30,000/- per month.

3. When did you purchase Commercial Vehicle ?

Present Year 25

Last Year 35

Last 2 Year 30

2 Year and above 10

Total No. of Respondents = 100

10% 25%
30%

35%

Present Year Last Year Last 2 Year 2 Year and above

Interpretation : In my survey, When I asked to the respondents When did you purchase

Commercial Vehicle, 25% said Present year, 35% said Last year, 30% said Last 2

year and only 10% said 2 year and above.

4. Which Commercial Vehicle is it ?

Tata Truck 20

Tata Bus 18

Tata Magic 17

Tata Pick-up 10

Tata Winger 14

Tata Ace-ex 4

Tata ACE-HT 10

Tata ACE-Jeep 4

Tata Iris 3

Total No. of Respondents = 100

 Tata Truck
Tata Bus
4% 3%
10% Tata Magic
4% 20%
Tata Pick-up
14% 18%
10% Tata Winger
17%
Tata Ace-ex
Tata ACE-HT
Tata ACE-Jeep
Tata Iris

Interpretation : In my survey, When I asked to the respondents Which Commercial Vehicle

it is, 20% said Tata Truck, 18% said Tata Bus, 17% said Tata Magic, 10% said Tata

Pick-up, 14% said Tata Winger, 4% said Tata Ace-ex, 10% said Tata ACE-HT, 4%

said Tata Ace-Jeep and only 3% said Tata Iris.

5. Your satisfaction level with the brand ?

Very Satisfied 30

Satisfied 40

Less Satisfied 20

Not Satisfied 5

Total No. of Respondents = 100

5%
21% 32%

42%

Very Satisfied Satisfied Less Satisfied Not Satisfied

Interpretation : In my survey, When I asked to the respondents, Your satisfaction level with

the brand, 30% said Very satisfied, 40% said Satisfied, 20% said Less satisfied and

5% said Not satisfied with the brand.

6. Does advertisement influence you to buy a particular product ?

Yes 95

No 5

Total No. of Respondents = 100

5%

Yes
95% No

Interpretation : In my survey, When I asked to the respondents Does advertisement

influence you to buy a particular product, maximum consumer said Yes i.e. 95% and

only 5% said no.

7. What incentive attracts you most for buying a commercial vehicle ?

Discount 40

Gold Coin 10

More Free Services 35

Any other 15

Total No. of Respondents = 100

15%
40%

35%
10%

Discount Gold Coin More Free Services Any other

Interpretation : In my survey, What incentive attracts you most for buying a commercial

vehicle, 40% said Discount, 10% said Gold Coin, 35% said More free services and

15% said any other incentive applied by Tata Motors.

8. According to you which brand has most lucrative promotion offer ?

Tata 28

Mahindra 22

Ashok Leland 25

Eicher 12

Any Other 3

Total No. of Respondents = 100

13% 3%
31%
Tata
Mahindra
28%
Ashok Leland

25% Eicher
Any Other

Interpretation : In my survey, When I asked to the respondents Which brand has most

lucrative promotion offer, 28% said Tata, 22% said Mahindra, 25% said Ashok

Leland, 12% said Eicher and 3% said any other companies.

9. Do you like TATA Motor all Service Centre near about your city ?

Yes 90

No 10

Total No. of Respondents = 100

10%

Yes
90% No

Interpretation : In my survey, When I asked to the respondents Do you like TATA Motor

all Service Centre near about your city, 90% said Yes and 10% said No.
10. Do you have any problem with TATA Motor's Dealer ?

Yes 15

No 85

Total No. of Respondents = 100

15%

Yes
85% No

Interpretation : In my survey, When I asked to the respondents Do you have any problem

with Tata Motor's Dealer, 15% said yes and 85% said No.
11. At what point of time of the year you accept promotional Offer ?

Total No. of Respondents = 100

Festival Season 40

Post Monsoon 20

Throughout the year 30

any other 10

10% Festival Season

40%
30% Post Monsoon

20% Throughout the year

any other

Interpretation : In my survey, When I asked to the respondents At what point of time of the

year you accept promotional offer, 40% said Festival Season, 20% said Post

Monsson, 30% said Throughout the y ear and 10% said any other season for

promotional offer.
12. Do you have any problem in Finance ?

Yes 20

No 80

Total No. of Respondents = 100

20%

Yes
80% No

Interpretation : In my survey, When I asked to the respondents do you have any problem in

finance, 20% said yes and 80% said No.

13. What is your opinion about company, after sale services ?

Total No. of Respondents = 100

Average 20

Satisfactory 25

Good 30

Excellent 15

Bad 10

10% 20%
15%

25%
30%

Average Satisfactory Good Excellent Bad

Interpretation : In my survey, When I asked to the respondents what is your opinion about

company's after sales service, 20% said Average, 25% said Satisfactory, 30% said

Good, 15% said Excellent and only 10% said bad.

OBSERVATION AND FINDINGS

Strengths:-

1. Good availability of motor parts everywhere .It means spare parts of TML

available in any place.

2. Availability of service center in large number by which transporters don’t have

any problem.

3. Its engine consumes less energy so only 12 volt battery is enough.

4. Good resale value of TATA’s vehicle so they purchase these vehicle and original

parts they used in these vehicles.

5. Knowledge about parts and engines is easier for mechanics of TATA’s vehicles.

6. All the parts are available in TATA’s retailer but not available in Ashok

Leyland’s retailer.

7. Quality of motor parts no doubt is very good.

8. Always prefer original parts because you never want to send your child in

inferior school.
Weakness:-

1. High price of parts about 10% higher price to other competitors.

2. There are various companies which make duplicate of TATA’s parts, other than

quality every thing is as same as you confused that it is original or not. For e.g.

Alfa’s Gear box is very confusing.

3. Main suppliers of TATA MOTORS parts are its main competitors.

4. Boring is requiring up to 5 years in engine so; transporters require improvement in

engine quality.

5. More consumption of oil. Further it requires some improvement in parts so that

engine may improve in quality and service providing.

6. Sometimes old parts of TATA’s vehicle are also resale by some companies in new

pack by some technical works.

7. Not very good carrying power of in single gear of TATA’s vehicle.

8. Even you want to purchase the original parts but duplicates are so similar, you are

cheated by retailer in new places.

Opportunity:-

1. The best performing company will be the one that can generate the greatest

customer value and sustain it over time.

2. There is big market or expanding the business of motor parts.

3. There are not such the competitors who have monopoly in any product line and

almost all the company in growing stage that open the door for expanding the market

share of TML spare parts.

Threats:-

1. Threat of intense segment rivalry:- These conditions will lead to frequent

price wars, advertising battles, and new-product introductions and will make it

expensive to compete.

2. Threat of new entrants:- A segment’s attractiveness varies with the height of

its entry and exit barriers. The most attractive segment is one in which entry

barriers are high and exit barriers are low. Few new firms can enter the

industry, and poor-performing firms can easily exit, when both entry and exit

barriers are high, profit potential is high, but firms face more risk because

poorer-performing firms stay in and fight it out. When entry and exit barriers

are both low, firms easily enter and leave the industry, and the returns are stable

and low.

3. Threats of substitute products: - A segment is unattractive when there are

actual or potential substitutes for the product. Competitors are changed

accordingly with the motor parts vary. So, it is a tough problem to identify

some major competitors for whole products and make policy and strategies to

consider their strategies.

4. Threat of buyers growing bargaining power:- A segment is unattractive if

the buyers possess strong or growing bargaining power. Buyers will try to
 force prices down, demand more quality or services, and set competitors

against each other, all at the expense of seller profitability.

5. Threat of suppliers growing bargaining power:- A segment is unattractive is

the company’s suppliers are able to raise prices or reduce quantity supplied.

The best defenses are to build win-win relations with suppliers or use multiple

supply sources.
FINDINGS

1) Gorakhpur is a Broad market of Commercial Vehicle.

2) Mostly respondents having commercial vehicle since last year and then last 2

years.

3) Mostly respondents in Gorakhpur having Tata Truck and then Tata Buses and

Magic or Pickup.

4) Mostly respondents are satisfied with his commercial vehicle of Tata Motors.

5) Most of the respondents about 95% are influenced by advertisement for buying

Tata Motors Product.

6) In Gorakhpur most of the customer of Tata Motors wants Discount facilities and

More free services of his commercial vehicle.

7) In Gorakhpur Tata is no. 1 in its lucrative promotion offer then Ashok Leland and

Mahindra is the second and third respectively.

8) Mostly consumer of Tata Motors wants to Service Centre is near by his City.

9) In Gorakhpur City maximum no. of consumers of tata covercial vehicle is happy with

his Dealer.

10) Mostly respondents want promotional offer in Festival season.

LIMITATION OF THE STUDY

This study is only on information that we gathered in Six Weeks Training. So, it was not

possible to go through topic in depth such a short span of time.

The reliability and validity of information collected through survey is not always without

doubt. The reliability information to great extent dependent upon the honesty and co-

operation of the respondents. The findings of the study are also based merely on the

respondents and as such they may not be completely accurate.

Although, utmost endeavors have been taken to make this study free from bias. It cannot be

completely ruled out.

SUGGESTIONS

Having looked into almost overall picture of the company. I have perceived some Weak

Areas of the Company. Here, I have revealed some Areas.

1. There is a lack of sufficient co-operation with the consumers.

2. There is a need of more Hoardings.

3. There should be emphasized on others way of Advertisement like Distribution of

Pumplets in different area of city.

4. Company should be providing proper and adequate information to the consumer,

which is concerned with the product like Discounts, Gifts etc.

5. Services should be improved at Dealer's outlet.

6. Price of spare parts are very high that should be minimized.

7. Lack of efficient, persons in his outlet.

8. Dealer should organise special meeting with agents of different Area.

9. Company should also provide Service Camp for their customer time to time.

10. Company should also organise a meeting with their employees Sales Executives to

boost the moral of their employees.

11. Road Show should be more impressive.

CONCLUSION

Tata Motors is the Market leader in Commercial Vehicle Segment. Generally, the peoples use

the Truck, Bus, Magic, Winger, Pick-up etc. for commercial purpose. The Company uses

different medium of Advertising for its product promotion. Most common and popular way

of Advertising is Hoarding. This way is cheaper and more convenient to make aware the

consumers. There are also other Media for Advertising the product's brand like as Hoarding,

Newspaper, Television, Magazines etc.

Having looked into almost overall picture of the company. I have perceived some Weak

Areas of the Company. Here, I have revealed some Areas.

Today the customer is the king in any industry. And in fact they are the biggest winners.

They have so many alternate options before going to purchase any product. They made

purchase quality product at compatible price. For this, it must have an understanding of

buyer’s preferences and buying behaviors of customers. And it is very tough to know the

buying behavior of the customers, because it is really very complex in nature. But, its

knowledge gives the company a definite edge over its competitors.

Now we can say clearly Truck, Bus are the main brand of Tata Motors.
BIBLIOGRAPHY

1. Effective Business Communication : Horta A. Murphy

2. Principle of Marketing : Philip Kotler

3. Sales Management : Still, Gundiff & Govoni

4. Principal of Marketing : Kotler & Armstrong

Magazines & Newspapers:-

1. Hindustan Times

2. Economics Times

3. Business World

Internet

www.tatamotors.com

www.scribd.com
APPENDICES

Questionnaire

Name : .........................................................................................

Age : .........................................................................................

Address : .........................................................................................

.........................................................................................

Phone No. : .........................................................................................

1. Occupation :

(a) Service (b) Business

(c) Retd. Person (d) Agriculture (e) Others

2. Monthly Family Income :

(a) Upto Rs. 10,000/- (b) Rs. 10,000/- to 20,000/-

(c) Rs. 20,000/- to 30,000/- (d) Above Rs. 30,000/-

3. When did you purchase Commercial Vehicle ?

(a) Present Year (b) Last Year

(c) Last 2 Year (d) 2 Year and above

4. Which Commercial Vehicle is it ?

 (a) Tata Truck (b) Tata Bus

(c) Tata Magic (d) Tata Pick-up

(e) Tata Winger (f) Tata Ace-ex

(g) Tata ACE-HT (h) Tata ACE-Jeep

(i) Tata Iris

5. Your satisfaction level with the brand ?

(a) Very Satisfied (b) Satisfied

(c) Less Satisfied (d) Not Satisfied

6. Does advertisement influence you to buy a particular vehicle ?

(a) Yes (b) No

7. What incentive attracts you most for buying a Commercial Vehicle ?

(a) Discount (b) Gold Coin

(c) More Free Services (d) Any other

8. According to you which brand has most lucrative promotion offer ?

(a) Tata (b) Mahindra

(c) Ashok Leland (d) Eicher (e) Any Other

9. Do you like TATA Motor all Service Centre near about your city ?
 (a) Yes (b) No

10. Do you have any problem with TATA Motor's Dealer ?

(a) Yes (b) No

11. At what point of time of the year you accept promotional Offer ?

(a) Festival Season (b) Post Monsoon

(c) Throughout the year (d) any other

12. Do you have any problem in Finance ?

(a) Yes (b) No

13. Any Suggestion : .........................................................................................

..........................................................................................................................

Date :

Place :