CONSUMER BUYING BEHAVIOUR OF TATA

MOTORS
A Minor Project Report

Submitted in partial fulfillment of the requirements for the award of the

degree of Bachelor of Business Administration (B.B.A.) programme of
Guru Gobind Singh Indraprastha University, Delhi.

Submitted To:

Submitted by:

Mr.Pawan

Deepanshu Mehta
Roll No.:35396701715

Kamal Institute of Higher Education and Advanced Technology

K-1 Extension, Mohan Garden,
New Delhi 110059
Batch (2015-2018)

DECLARATION

I hereby declare that the minor project report, entitled CONSUMER BUYING
BEHAVIOUR OF TATA MOTORS, is based on my original study and has not been
submitted earlier for award of any degree or diploma to any institute or university.
The work of other author(s), wherever used, has been acknowledged at appropriate place(s).

Place: New Delhi

Candidates signature

Date:

Name: Deepanshu Mehta

Enroll. No.: 35396701715

Countersigned

Name :Mr.Pawan

Name : Prof.(Dr.) J.S.Gujral

Supervisor

Director

Kamal Institute of Higher Education

Kamal Institute of Higher Education

And Advanced Technology

And Advanced Technology

ACKNOWLEDGEMENT
An independent project is a contradiction in terms. Every project involves contribution of
many people. This project also bears the imprints of many people and it is a pleasure for me
to acknowledge and thank all of them.
I am deeply indebted to Mr.Pawan who acted as a mentor and guide, providing knowledge
and giving me his/her valuable time out of his/her busy schedule, at every step throughout the
project. It is only because of his/her this project came into being.
I also thank Prof.(Dr.) J.S.Gujral, Director of Kamal Institute of Higher Education
And Advanced Technology, for providing an opportunity of doing this project under his

leadership.
I also take the opportunity to express my sincere gratitude to each and every person, who
directly or indirectly helped me throughout the project and without anyone of them this
project would not have been possible.
The immense learning from this project would be indelible forever.

Deepanshu Mehta

TABLE OF CONTENTS
S.No.

Topic

Page No

Declaration

Acknowledgement

ii

List of Tables

iii

List of Figures

iv

List of Symbols

List of Abbreviations

vi

Chapter-I: Introduction

Introduction to consumer buying behavior of Tata

Motors

Objectives of the study

Scope of the study

Methodology

Chapter-II: Conceptual Framework

10

Chapter-III: Summary

Summary of the Project

Limitations of the study

Suggestions

Bibliography

LIST OF TABLES
Table No.

Title

Page No.

LIST OF FIGURES
Figure No

Title

Page No.

45

52

LIST OF SYMBOLS
Table No.

Title

Nomenclature & Meaning

1
2

LIST OF ABBREVIATIONS
S No

Abbreviated Name

1
2

Full Name

CHAPTER I
INTRODUCTION

INTRODUCTION 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 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
7

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.

10

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)

11

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)

Rigid Trucks

SE 1613 697 TCIC

SE 1613 TC 4x2 BS2

4x2

LPT 1613 697 TCIC

4x2

12

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

13

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 19 th 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.

14

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
15

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 multiutility

vehicles

have

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

16

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 whollyowned 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

17

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.

18

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.

19

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 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

20

METHODOLGY

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.

21

CHAPTER II
CONCEPTUAL
FRAMEWORK

22

Theoretical Background of consumer behavior

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
The 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.
23

Marketing

Other stimuli

Buyers'

Buyers' decision

Buyers'

stimuli
Product

Economic

characteristic
Cultural

process
decision
Problem Recognition Product choice

Price

Technological

Social

Information Search

Brand

choice

Place

Political

Personal

Evaluation of

Dealer

choice

Promotion

Cultural

Psychological

alternative

Purchase 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 :-

24

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.
25

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 :-

26

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
27

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:28

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.

29

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 rin 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 r in 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 ovt &
In s t. S a le s

DM
O & D D

AG M
LCV
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 f f 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 ij a y w a d a

A r e a O ff ic e
K o lk a t a
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 l ic u t ,
V ija y w a d a ,
D h rw a d ,
H y d e ra b a d .

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

30

31

COMPETITORS OF THE ORGANIZATION

MAIN COMPETITORS OF THE TATA MOTORS

MAHINDRA & MAHINDRA

HINDUSTAN MOTOR

ASHOK LEYLAND

SWARAJ

32

CONSUMER BEHAVIOUR AMONG TATA MOTORS

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 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 ?

33

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.

34

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

20%

25%

Service

15%
Business

5%

Retd. Person

Agriculture
35%

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

30
40
35

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

25
5
Total No. of Respondents = 100

5%
30%

25%

Upto Rs. 10,000/-

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

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

Upto Rs. 30,000/-

40%

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.

36

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%
Present Year

Last Year

Last 2 Year

35%

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.

37

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

Tata Bus

4%
14%

4% 3%
Tata
10%Magic Tata Pick-up

Tata Ace-ex

Tata ACE-HT

18%
10%

Tata ACE-Jeep

Tata20%
Winger

17%

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
Satisfied
Less Satisfied

30
40
20
38

Not Satisfied

5
Total No. of Respondents = 100

5%
21%

Very Satisfied

32%

Satisfied

Less Satisfied

42%

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.

39

6.

Does advertisement influence you to buy a particular product ?

Yes
No

95
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.

40

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

15%
40%
Disc ount

35%

Gold Coin

More Free Servic es

Any other

10%

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.

41

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

Any Other; 3; 3%
Eicher; 12; 13%

Tata; 28; 31%

Ashok Leland; 25; 28%

Mahindra; 22; 24%

Tata
Mahindra
Ashok Leland
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.

42

9.

Do you like TATA Motor all Service Centre near about your city ?
Yes
No

90
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.

43

10.

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

Yes
No

15
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.

44

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%
30%
Festival Season

Post Monsoon

Throughout the year

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.

45

12. Do you have any problem in Finance ?

Yes
No

20
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.

46

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%
Average

Satisfactory

Good

30%

25%
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.

47

CHAPTER III
SUMMARY

48

SUMMARY OF THE PROJECT

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. .

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 , 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.

49

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.

50

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.

51

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.

52

Questionnaire
Name

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

Age

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

Address

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

Phone No.
1.

2.

3.

4.

5.

6.

Occupation

8.

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

(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

(i)

Tata Iris

(h)

Tata ACE-Jeep

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

According to you which brand has most lucrative promotion offer ?

(a)

Tata

(b)
53

Mahindra

(c)
9.

Ashok Leland

(d)

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

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

10.

Eicher

Yes

Any Suggestion :

(b)

No

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

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

54

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

55