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THE INDIAN INSTITUTE OF PLANNING & MANAGEMENT

NEW DELHI

THESIS SYNOPSIS

SUBMITTED TO:

PROF. SUMANTA SHARMA


THESIS SYNOPSIS
Name: GURJOT SINGH SIDANA
Section: P-6
Batch: PGP/FW/2008-10
Phone Number: 9999608711
Email Address mysticsumit_22@yahoo.co.in

Thesis Topic: CONSUMER SATISFACTION WITH TOYOTA

Specialization HUMAN RESOURCE AND MARKETING

Introduction:
A well developed transport network indicates a well developed economy. For rapid development
a well-developed and well-knit transportation system is essential. As India's transport network is
developing at a fast pace, Indian Automobile Industry is growing too. Also, the Automobile
industry has strong backward and forward linkages and hence provides employment to a large
section of the population. Thus the role of Automobile Industry cannot be overlooked in Indian
Economy. All kinds of vehicles are produced by the Automobile Industry. India Automobile
Industry includes the manufacture of trucks, buses, passenger cars, defense vehicles, two-
wheelers, etc. The industry can be broadly divided into the Car manufacturing , two-wheeler
manufacturing and heavy vehicle manufacturing units.

Research Objectives:
 The main objective of the study is to identify the consumer satisfaction with Toyota Cars.
 To analysis the number and percentage of respondents owning Toyota Car on the basis of
income, occupational level.
 To analysis the percentage of respondents owning Toyota on the basis of the causes and
sources of awareness.
 To analysis the preference of Toyota on the basis of price.
 To analysis the result of consumer satisfaction on the basis of future purchase and
comparison of Toyota with other brands.
Hypothesis:
A passenger vehicle is a specialty good to the consumer and it also has shopping goods
characteristics. Mainly this product undergoes a lot of physical and psychological evaluation
before the purchase decision is made. This product has a reference influence on the wire hence
“publicity” advertisement is importance. A brand’s for the sales growth to some extent depends
on the publicity and also reference influences. In developing a brand strategy, it is required to
know the level of satisfaction with a particular brand of car. Here the reference is with “toyota”
hence the problem identified is “consumer satisfaction with Toyota cars”.

Research Methodology:
Survey design:
The study is a cross sectional study because the data were collected at a single point of time. For
the purpose of present study a related sample of population was selected on the basis of
convenience.
Sample Size and Design:
A sample of 100 people
Research Instrument:
The questions included were open ended and offered multiple choices.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
 Primary Source: The primary data comprises information survey of directly from
respondent with the help of structured questionnaires.
 Secondary Source: The secondary data was collected from internet, journals, news
paper & References from Library.

Scope of the work:


At the customer satisfaction level in the Indian automotive industry has seen consistent
improvement since 1997, the inaugural year of the study (JD power). Toyota has been in the
forefront of effecting this radical change. Its dealers have been proactive in meeting and
exceeding customer expectations and Toyota has made significant progress on a majority of 15
service standards.

Justification of Choosing the topic:


Customers should be involved in the program by constant communication to make them
understand what is in for them. Comprehensive surveys should be conducted to find out what
should be the ideal way to reward the loyal customers and retain them for the life time. Activities
like checking point balances online, responding to targeted offers, using kiosks, bidding on
auction items, entering sweepstakes and so on. Such participation is a sure sign of increasing
value to the customers.

Details of external Guide:


Name: AMIT BHARDWAZ
Designation: TEAM LEADER (Corp. & CBU Sales)
Phone no: 9871291911