A

PROJECT REPORT
ON

"CONSUMER BUYING BEHAVIOUR OF

TATA MOTORS UNDER IDEAL
DEALERS PVT. LTD. MUZAFFARPUR"

Submitted to

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

MASTER OF BUSINESS ADMINISTRATION

Submitted by
Name : SANJEEV KUMAR
Roll. No. : 7311775
MBA (MARKETING)

Galaxy Global Group of

institutions

Shahabad-Saha- Panchkula Highway, NH-73

Village Dinarpur, Shahabad (Ambala)

(2012)
Galaxy Global Group of
institutions
TO WHOM SO EVER IT MAY CONCERN
This is to certify that the project report titled "Consumer Buying Behaviour of Tata Motors
under Ideal Dealers Pvt. Ltd. Muzaffarpur" carried out by Mr. Sanjeev Kumar has been
accomplished under my guidance & supervision as a duly registered MBA student of the
Galaxy Global Group of Institution, Ambala. This project is being submitted by his in the
partial fulfillment of the requirements for the award of the Master of Business
Administration from Galaxy Global Group of Institution.
His dissertation represents his original work and is worthy of consideration for the award of
the degree of Master of Business Administration.
_________________________
(Name & Signature of the Faculty Advisor)
Title : _________________________
Date : _________________________

DECLARATION OF AUTHANTICITY BY STUDENT

I, Sanjeev Kumar, hereby declare that the work presented herein is genuine work done
originally by me and has not been published or submitted elsewhere for the requirement of a
degree programme. Any literature, data or works done by others and cited within this
dissertation has been given due acknowledgement and listed in the reference section.

Sanjeev Kumar
(Student's Name & Signature)
Roll. No. 7311775
MBA (Marketing)

Date : ___________________

PREFACE
Marketing as a subject of study has received widespread support from both the academic
and business segments of people of India. It may be attributed to the onset of the
industrial revolution in India. This necessitated acquisition of marketing operation of the
business.
The Indian economy like other developing economics is a marketing economy Le. gears
to a production of Industrial and consumer goods and services for the profitable sale,
quite early in the development of India economy, the production has become specialized
first by product and later by the processes. As the speed of this development increased,
the producer and consumer as well as the entire of production and consumption has
become more complex and highly specialized. It is no longer possible to consider the total
population as a market for any particular product, it is necessary to define rightly
specialized market by their characteristics. Le. Various combinations of age, sex,
occupation, location, income, etc. So, that product may be developed for the specialized
market segment of any economy. Even in situation of reactive monopoly and other non
competitive situations, marketing influences all phases of business activities in order to
pursue marketing opportunities as well as anticipate marketing problems manager need to
collect comprehensive and reliable information, Managers cannot carry out marketing
analysis, planning implementation and control without researching competitors, dealers
and their own sale and data costs.
This Project report on "Consumer Behaviour of Tata Motors is based on the My Six
Weeks Summer training with Ideal Dealers Pvt. Ltd. Muzaffarpur.
During my six weeks training with Ideal Dealers Pvt. Ltd. Muzaffarpur. I was provided an
excellent opportunity to study and analysis Consumer Behaviour done by Muzaffarpur.
This analysis provided me ability to understand the market practically and I got
theoretical knowledge as well.

Sanjeev Kumar
M.B.A. (Marketing)

ACKNOWLEDGEMENT
There are very few things that come in the life of person may be for a short span of
time, but leaves an ever shinning impression into the mind. My Summer Training one
of the events, which will be evergreen in my life.
It was a great experience to have it before to starting my profession career. It was
whole new experience for me. During these Six Weeks of my training there were
many unforgettable moments, which will carry special place in my life.
I have placed in India's Largest Automobile Company TATA MOTORS I shared my
real Marketing Skill and Knowledge from their experience of enthusiastic and cordial
executives. Without whom I would have not been able to achieve my aim.
First of all I would like to express my thanks Mr. S.N.Mallick (Manager Sales) and
Mr. Jivesh Kumar (My Training Guide) of Ideal Dealers Pvt. Ltd., Muzaffarpur for
permitting me to do the summer training and sharing evaluate experience and
suggestions regarding my preparations of report.
Again I would like to express my deep sense of gratitude to Mr. Pramod Singhal
(Asst. Professor.) whose timely guidance and criticism made it possible for me to
prepare my project report.
I also owe sincere gratitude to my Parents and my relatives who has my constant
source of inspiration and friends whose love, affection, co-operation and moral
support have provided me strength to perform the training as best as possible.
Finally, I take the blame over me for the mistakes in preparing this Project Report and
I hope that these mistakes should be overlooked.
[Sanjeev Kumar]

TABLE OF CONTENTS
Sl.No.

TOPICS

1.

Executive Summary

2.

Objective and Scope of study

3.

Company Profile

4.

Theoretical Background (Consumer Behaviour)

5.

Consumer Behaviour regarding Tata Motors

6.

Research Methodology

7.

Data Analysis and Interpretation

8.

Observation and Findings

9.

Limitations

10.

Suggestions

11.

Conclusion

12.

Bibliography
Annexure

Page No.

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 TATA MOTORS for HCV this is an attempt to analyze
the market status of Tata Motors under the Area of Ideal Dealers Pvt. Ltd.
Muzaffarpur.

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 HCV in different areas of Muzaffarpur, which comes under the Area of Ideal
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 HCV 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 Behaviour of TATA Motors at Muzaffarpur under Ideal Dealers Pvt. Ltd.
Muzaffarpur.

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 decisionmaking & 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 worlds fourth largest truck manufacturer, and the worlds 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 Indias 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 companys 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
companys 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-ofthe-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 ISO9002 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 (HCV) 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

The following products of Tata Motors in HCV segment.
Commercial vehicles

Tata Ace

Tata Ace Zip

Tata Super Ace

Tata TL/Telcoline/207 DI Pickup Truck

Tata 407 Ex and Ex2

Tata 709 Ex

Tata 809 Ex and Ex2

Tata 909 Ex and Ex2

Tata 1109 (Intermediate truck)

Tata 1512 (Medium bus chassis)

Tata 1612/1616 (Heavy bus chassis)

Tata 1618 (Semi Low Floor bus chassis)

Tata 1623 (Rear Engined Low Floor bus chassis)

Tata 1518C (Medium truck)

Tata 1613/1615 (Medium truck)

Tata 2515/2516 (Medium truck)

Tata Starbus (Branded Buses for city, inter city, school bus and standard
passenger transportation)

Tata Divo (Hispano Divo; Fully built luxury coach)

Tata CityRide (12 20 seater buses for intra-city use)

Tata 3015 (Heavy truck)

Tata 3118 (Heavy truck) (82)

Tata 3516 (Heavy truck)

Tata 4018 (Heavy truck)

Tata 4923 (Ultra-Heavy truck) (64)

Tata Novus (Heavy truck designed by Tata Daewoo)

Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)

Rigid Trucks

SE 1613 697 TCIC

SE 1613 TC 4x2 BS2

4x2

LPT 1613 697 TCIC

4x2

LPT 1613 TC 4x2

LPO 1512 TC 4x2 BS2 Truck

LPT 2515 697 TCIC

BS2

Chassis

6x2 BS2

LPT 2515 TC 6x2

LPT 2518 6x2

BS2

Tractor Trailers

LPS 3015 TC 4x2 BS2

LPS 3516 TC 4x2 BS2

LPS 4018 TC 4x2 BS2

SK 1613 TC 4x2 BS2

LPK 1613 697 TCIC 4x2

Tippers

SK 1613 697 TCIC 4x2

BS2

LPK 2516 TC 6x4 BS2

BS2

LPK 2530 TC 6x4 BS2

Applications

2516 TRANSIT MIXER

2515 BULKER

LPT 2515/ LPT 2518

LOAD BODY

3516 BULKER

4018 BULKER

SEMI TRAILERS

Goods Carrier
Prima

Other Vehicles

Construck

Passenger Transportation
Buses

Winger Platinum

Magic

Winger

LCV
Tata TL 4X4

Other Vehicles

Ace

Group Profile of the Organization

The Tata Group comprises 91 operating companies in seven business sectors:
information systems and communications; engineering; materials; services; energy;
consumer products; and chemicals. The Group was founded by Jamsetji Tata in the
last quarter of the 19th century, a period when India had just set out on the road to
gaining independence from British rule. Consequently, Jamsetji Tata and those who
followed him aligned business opportunities with the objective of nation building.
This approach remains enshrined in the Group's ethos to this day.
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.

Passenger car business unit

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 hemianechonic 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 joint venture with Cummins, USA, manufactures Cummins

engines for Tata Motors.

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 joint venture between Holset Engineering Company, UK, a

wholly-owned subsidiary of Cummins Engine Company, USA and the Tatas
(Tata Motors, Tata International and Tata Industries are shareholders).
Incorporated in 1994, this company manufactures turbochargers for engines
made by Tata Cummins Ltd as well as other auto manufacturers.

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.

ORGANIZATIONAL STRUCTURE
E x e c u tiv e D ir e c to r
( C o m m e r c ia l V e h ic le B u s in e s s U n it )

S r. V P ( M a n u f a c tu r in g , J a m s h e d p u r )
D G M ( C u s t o m e r S e r v ic e s - C V )

S r. V P ( M a n u f a c tu rin g , P u n e )
G e n e ra l M a n a g e r
( S a le s - C V B U )

G M ( M a n u f a c t u r in g , L u c k n o w )

LO Bs 1, 2, 3, 4

G M (C o rp o ra te H R D )

AG M
G o vt &
In s t. S a le s

DM
O & D D

AG M
LC V
S a le s

M g r.
L o g is ti c s

RM
W est

RM
E ast

RM
N o rth

RM
S o u th

A r e a O f f ic e
N e w D e lh i,
C h a n d ig a r h ,
Lucknow
J a ip u r

A r e a O ff ic e
C h e n n a i,
B a n g a lo r e
C o c h in
H y d e ra b a d
V ija y w a d a

A r e a O f f ic e
K o lk a ta
J h a rk h a n d ,
P a tn a ,
G u w a h a t i.

R S O 's
Jam m u,
K a rn a l,
D a p p a r,
S o la n , D e lh i,
D e h ra d u n ,
Lucknow ,
Japur

RSO s
C h e n n a i,
C a lic u t,
V ij a y w a d a ,
D h rw a d ,
H y d e ra b a d .

RSO s
K o lk a ta
J h a rk h a n d ,
P a tn a
G u w a h a t i,
Bhuw aneshw ar

COMPETITORS OF THE ORGANIZATION

MAIN COMPETITORS OF THE TATA MOTORS

MAHINDRA & MAHINDRA

HINDUSTAN MOTOR

ASHOK LEYLAND

SWARAJ

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.
Marketin

Other stimuli

g stimuli

Buyers'

Buyers' decision

Buyers'

characteristi

process

decision

c
Cultural

Product

Economic

Price

Technological Social

Information Search

Brand

choice

Place

Political

Personal

Evaluation of

Dealer

choice

Psychological

alternative

Purchase

Purchase decision

Timing

Post Purchase

Purchase

behaviour

amount

Promotion Cultural

Problem Recognition Product choice

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, MUZAFFARPUR
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 HCV.
Survey has been done under the Area of Ideal Dealers of TATA MOTORS
MUZAFFARPUR on the special recommendation of Ideal Dealers all consumers of
TATA MOTORS HCV 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 HCV 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 Muzaffarpur, Bihar.
The design of the plan adopted for the study is stated below :1.

2.

Data Collection Methods :a)

Primary Data

b)

Secondary Data

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 Muzaffarpur
district because Muzaffarpur 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
Business
Retd. Person
Agriculture
Others

20
35
5
15
25
Total No. of Respondents = 100

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/Upto Rs. 10,000/- to 20,000/Upto Rs. 20,000/- to 30,000/Above Rs. 30,000/-

30
40
25
5
Total No. of Respondents = 100

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
Last Year
Last 2 Year
2 Year and above

25
35
30
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
Tata Bus
Tata Magic
Tata Pick-up
Tata Winger
Tata Ace-ex
Tata ACE-HT
Tata ACE-Jeep
Tata Iris

20
18
17
10
14
4
10
4
3
Total No. of Respondents = 100

Tata Truck
10%

4%

3%

Tata Bus

20%

Tata Magic

4%

Tata Pick-up
Tata Winger

14%

18%
10%

Tata Ace-ex
Tata ACE-HT

17%

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
Less Satisfied
Not Satisfied

40
20
5
Total No. of Respondents = 100

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
No

95
5
Total No. of Respondents = 100

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
Gold Coin
More Free Services
Any other

40
10
35
15
Total No. of Respondents = 100

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
Mahindra
Ashok Leland
Eicher
Any Other

28
22
25
12
3
Total No. of Respondents = 100

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
No

90
10
Total No. of Respondents = 100

10%

Yes
No

90%

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
No

15
85
Total No. of Respondents = 100

15%

Yes
No

85%

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
Post Monsoon
Throughout the year
any other

40
20
30
10

10%
40%

Festival Season
Post Monsoon
Throughout the year

30%

any other
20%

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
No

20
80
Total No. of Respondents = 100

20%

Yes
No

80%

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
Satisfactory
Good
Excellent
Bad

20
25
30
15
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 dont
have any problem.
3. Its engine consumes less energy so only 12 volt battery is enough.
4. Good resale value of TATAs 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 TATAs
vehicles.
6. All the parts are available in TATAs retailer but not available in Ashok
Leylands 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 TATAs parts, other than
quality every thing is as same as you confused that it is original or not. For e.g.
Alfas 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 TATAs 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 TATAs 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 segments 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 companys 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)

Muzaffarpur 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 Muzaffarpur 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 Muzaffarpur most of the customer of Tata Motors wants Discount facilities

and More free services of his commercial vehicle.

7)

In Muzaffarpur 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 Muzaffarpur 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 buyers 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.

2.

3.

4.

5.

6.

Occupation

.........................................................................................
:

(a)

Service

(b)

Business

(c)

Retd. Person

(d)

Agriculture (e)

Others

Monthly Family Income :

(a)

Upto Rs. 10,000/-

(c)

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

(b) Rs. 10,000/- to 20,000/(d) Above Rs. 30,000/-

When did you purchase Commercial Vehicle ?

(a)

Present Year

(b)

Last Year

(c)

Last 2 Year

(d)

2 Year and above

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

Your satisfaction level with the brand ?

(a)

Very Satisfied

(b)

Satisfied

(c)

Less Satisfied

(d)

Not Satisfied

Does advertisement influence you to buy a particular vehicle ?

(a)

7.

Yes

(b)

No

What incentive attracts you most for buying a Commercial Vehicle ?

(a)

Discount

(b)

Gold Coin

(c)

More Free Services

(d)

Any other

8.

9.

According to you which brand has most lucrative promotion offer ?

(a)

Tata

(b)

Mahindra

(c)

Ashok Leland

(d)

Eicher

Do you like TATA Motor all Service Centre near about your city ?
(a) Yes

10.

12.

Yes

(b)

No

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

Do you have any problem in Finance ?

(a)

13.

(b) No

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

(a)

11.

(e) Any Other

Yes

Any Suggestion :

(b)

No

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

..........................................................................................................................
Date :
Place :