A STUDY ON

“CONSUMER BEHAVIOR”
ON

TATA MOTORS

AT

NIZAMABAD
SUBMITTED IN PARTIAL FULFILLMENT FOR THE

AWARD OF THE DEGREE OF

MASTERS IN BUSINESS ADMINISTRATION

(MARKETING)
SUBMITTED

BY

Mr. SRIRAMULA SANDEEP KUMAR

[HT.No:5174-18-672-003]

Submitted to

TELANGANA UNIVERSITY

DICHPALLY, NIZAMABAD - 503355. T.S

(2018-2020)
 DECLARATION

I SRIRAMULA SANDEEP KUMAR hereby declare that the project work

entitled study of “A STUDY ON CONSUMER BEHAVIOUR ON TATA

MOTORS IN NIZAMABAD”, That is being submitted by me in the partial fulfillment

of the requirement for the award of the degree of “MASTERS IN BUSINESS

ADMINISTRATION” in “MARKETING” for “TELANGANA

UNIVERSITY” is recorded of benefited work carried out by me. The result embodied in

this dissertation has not been submitted to any university or institution for the award of any

degree or diploma.

DATE: SRIRAMULA SANDEEP KUMAR

PLACE: NIZAMABAD [HT.NO: 5174-18-672-003]

 ACKNOWLEDGEMENT

This work is a synergistic product of many minds. I am grateful for the inspiration
and wisdom of all those who were there with me in this journey.

I extend my sincere thanks to MR. OSMAN MUBARAK SHAIK Sir, Honorable

Director, MR. G. GNANESHWAR Sir, principal, MR. MANOJ KUMAR GELDA Sir,
MBA HOD and our supervisor Smt. JHANSI RANI Madam and Librarian Mr.
CHANDAN SINGH Sir for their valuable suggestions and encouragement in completing the
project within the stipulated time from the bottom of my heart.

I would like to express my thanks to all the other respected faculties of the
management department for their assistance and cooperation given to me.

I am extremely indebted to the management of “SREE VENKATESHWARA

MOTORS (TATA MOTORS) NIZAMABAD”, and manager MR. PRANAY RAJ sir,
assistant manager MR. MAHMED sir who gave me the privilege to carry out my project in
their distinguished Organization.

I thank my parents, family members and friends for their valuable support in
completion of this project.

Finally I would like to thank the people who have directly or indirectly helped me
in completing this project.

Thanking all,

SRIRAMULA SANDEEP KUMAR

[HT.NO.5174-18-672-003]
 ABSTRACT

The purpose of this study is to examine the consumer behavior while purchasing cars in Tata

motors and to study the factors influencing them to prefer a particular car in Tata motors

nizamabad.

The taste and preferences of consumer are changed often. Every customer in the

market has his/her own brand preferences. Customers will be looking for certain attributes

before purchasing the products I .e cars.

Consumers can evaluate a product along several levels. Its basic characteristics are inherent

to the generic version of the product and are defined as the fundamental advantages it can

offer to a customer generic products can be made distinct by adding value through extra

features such as quality or performance enhancements.

This research paper is to study consumer preferences while purchasing cars in tata motors

nizamabad town of telangana taken up.

 TABLE OF CONTENTS

CHAPTER NO CONTENTS PAGE NO.

LIST OF TABLES i

LIST OF CHARTS ii

INTRODUCTION
1 AND 1-8
METHODOLOGY
INDUSTRY
AND
2 COMPANY 9-21
PROFILE
DATA
ANALYSIS
3 AND 22-41
INTERPRETATION

FINDINGS
4 SUGGESTIONS, 42-44
AND
CONCLUSION

BIBILOGRAPHY 45

APPENDIXES
APPENDIX 46-49
QUESTIONNAIRE
 LIST OF TABLES

TABLE NO NAME OF THE TABLE PAGE NO

1 WHAT IS YOUR MONTHLY INCOME 22

2 IF YOU OPT A CAR FROM TATA, WHAT TYPE OF 23
CARWOULD YOU GO FOR?
3 WHAT SORT OF A CAR WERE YOU LOOKING FOR 24
4 WHAT LEAD YOU TO OPT FOR A TATA CAR 25
5 WHICH TYPE OF CAR DO YOU PREFER 26
6 MARK THE FEATURES YOU MUST WANT IN YOUR CAR 27
7 WHAT STILL MORE DO YOU WANT TO IMPROVE IN TATA 28
CARS
8 RANK TATA SHOW ROOM IN THE FOLLOWING 29
CATEGORIES.
9 WHAT TRAIT MADE TATA EDGES OVER OTHER CARS 30
10 WHAT IS YOUR OVERALL OPINION ABOUT TATA 31
MOTORS
11 IS TATA MOTORS AVAILABLE TO YOUR CONNIVANCE 32
12 HOW WAS YOUR EXPERIENCE WITH TATA SERVICE 33
CENTER
13 WOULD YOU RECOMMEND TATA CAR TO YOUR 34
FAMILY& FRIENDS, ETC
14 WHERE DO YOU RANK TATA, AMONG ALL MOTORS CAR 35
COMPANIES IN INDIA
15 CUSTOMER OPINIONS TOWARDS FUEL CONSUMPTION 36
16 CUSTOMER OPINIONS TOWARD DESIGN 37
17 IS THE BEHAVIOR IN THIS SHOWROOM INSTILL 38
CONFIDENCE IN CUSTOMERS

i
 LIST OF CHARTS

CHART NAME OF THE CHART PAGE

NO NO
1 WHAT IS YOUR MONTHLY INCOME 22
2 IF YOU OPT A CAR FROM TATA, WHAT TYPE OF 23
CARWOULD YOU GO FOR?
3 WHAT SORT OF A CAR WERE YOU LOOKING FOR 24
4 WHAT LEAD YOU TO OPT FOR A TATA CAR 25
5 WHICH TYPE OF CAR DO YOU PREFER 26
6 MARK THE FEATURES YOU MUST WANT IN YOUR CAR 27
7 WHAT STILL MORE DO YOU WANT TO IMPROVE IN TATA 28
CARS
8 RANK TATA SHOW ROOM IN THE FOLLOWING 29
CATEGORIES.
9 WHAT TRAIT MADE TATA EDGES OVER OTHER CARS 30
10 WHAT IS YOUR OVERALL OPINION ABOUT TATA MOTORS 31
11 IS TATA MOTORS AVAILABLE TO YOUR CONNIVANCE 32
12 HOW WAS YOUR EXPERIENCE WITH TATA SERVICE 33
CENTER
13 WOULD YOU RECOMMEND TATA CAR TO YOUR FAMILY& 34
FRIENDS, ETC
14 WHERE DO YOU RANK TATA, AMONG ALL MOTORS CAR 35
COMPANIES IN INDIA
15 CUSTOMER OPINIONS TOWARDS FUEL CONSUMPTION 36
16 CUSTOMER OPINIONS TOWARD DESIGN 37
17 IS THE BEHAVIOR IN THIS SHOWROOM INSTILL 38
CONFIDENCE IN CUSTOMERS

ii
 CHAPTER - I
INTRODUCTION
 INTRODUCTION

The term consumer behavior is defined as the behavior that the consumers display in
searching for The purchasing, using, evaluating and disposing of products and services that
they expect will satisfy their needs.
Observable activities chosen to maximize satisfaction through the attainment of economic
goods and services such as choice of retail outlet, preference for particular brands and so on.
The buying behaviors of final consumers are the individual and households who buy goods
and services for their personal consumption.
Consumers make many buying decisions every day. Most large companies research
consumers buying behavior decision in great detail to discover
What consumers buy?
Where they buy?
How much they buy?
When they buy?
And when they buy?
Marketers can study actual consumer purchase, but learning about the whys of consumers
buying behavior is not so easy – the answers are often locked deep within the consumer head.
The central question for marketers is: How do consumers respond to various marketing
efforts the company might use? The companies that really understand how consumers will
respond to different product feature, prices and advertising apples has a great advantage over
its competitors. The starting point is the stimulus – response model behavior. Marketing and
stimuli enter the consumer’s black box and produce certain responses. Marketers must figure
out what is in the buyer’s black box.
Buying behavior differs greatly for a tube of toothpaste, a tennis racket, an expensive
camera and a new Four-wheeler. More complex decisions usually involve more buying
participants and more deliberation.
Complex consumers buying behavior in situation is characterized by high consumer
involvement in a purchase and significant perceived difference among brands.
Dissonance-reducing consumers buying behavior in situations is characterized by high
involvement but few perceived differences among brands.

1
 CONSUMER BUYING DECISION PROCESS

There are following five stages in consumer buying decision Process.

1. Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli.

Marketers need to identify the circumstances that trigger a Particular need. By gathering
information from a number of consumers, Marketers can identify the most frequent stimuli
that spark an interest in a product category. They can then develop marketing strategies that
trigger consumer interest.

2. Information Search:-
The consumer tries to collect information regarding various products/service. Through
gathering information, the consumer learns about completing brands and their features.
Information may be collected form magazines, catalogues, retailers, friends, family members,
business association, commercial, chamber of commerce, telephone directory, trade fair etc.
Marketers should find out the source of information and their relative degree importance to
the consumers.

3. Evaluation of alternative:-
There is no single process used by all consumers by one consumer in all buying situations.
There is several First, the consumer processes, some basic concepts are:

First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the product solutions. The marketer
must know which criteria the consumer will use in the purchase decision.

4. Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the solution. It may be to buy
or not to buy if the decision is to buy. The other additional decisions are:

2
Which types of bike he must buy from whom to buy a bike? How the payment to be made?
And so on.

The marketer up to this stage has tried every means to influence the purchase behavior, but
the choice is properly consumers. In the evaluation stage the consumer forms preferences
among the brands in the choice set. The consumer may also form an intention to but the most
preferred brand.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of product. The
Marketer’s job not end when the product is buying must monitor post-purchase satisfaction,
post-purchase action, post-purchase use and disposal.

Post Purchase Satisfaction:-

The buyer, S satisfaction is a function of closeness between the buyer, S expectation and the
products Perceiver performance. The larger the gap between expectation and performance,
the greater the consumer dissatisfaction.

Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product influence subsequent
behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing
the product again. Dissatisfaction consumer may abandon and return the product.

Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the product. If the consumer
store the product in a close, the product is probably not very satisfying. If the consumer
throws the product away, the marketer needs to know how they dispose of it; especially it can
be hurt the environment.

3
 Characteristic of Buyer Behaviors

The chief characteristics of the buyer’s behaviors are as

Follow:-

(1) It consists of mental and physical activities which consumers undertake to get goods
and services and obtain satisfaction from them.

(2) It includes both observable activities such as walking through the market to
examine merchandise and making a purchase and mental activities-such as forming
attitudes, perceiving advertising material, and learning to prefer particular brands.

(3) Consumer behaviors are very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change otherwise market may be lot.

(4) The individuals specific behaviors in the market place is affected by internal factor,
such as need , motives, perception, and attitudes, as well as by external of
environment influences such as the family social groups, culture, economics and
business influences.

NEED FOR THE PROJECT:

 For academic purpose, as it is a part of the curriculum, in partial fulfillment of Master
degree in Business Administration, Telangana University.
 In this era of high competition and rapid changes, the Consumer buying behavior is
known to be one of the main factors to contribute for a successful performance and to
attain competitive advantage.
 The main purpose of the study is to gain practically knowledge on the role of
Consumers buying behavior in an organization.
 The purpose of the project is to study the importance of the Consumers buying
behavior in the organization.
 To study and analyze the various Consumers buying behavior in the organization.

4
SCOPE OF THE STUDY

 The area of the study has been confined to its topic – Consumers buying behavior.
 The study was made in the organization.
 The main scope of the study is limited to Nizamabad area.
 It also analysis the benefits accruing to the company as a result of those service.
 This study has been made to find the level of satisfaction the customer has regarding
the service provider by Car place.
 The study has sole reference from the customers of Concorde showroom.
 The study was for duration of 5 months
.
OBJECTIVES OF THE STUDY

 To study the consumers satisfaction towards TATA Cars

 To study the importance of the Consumers buying behavior in the organization.
 To study and to analyze the various Consumer buying behavior in the organization.
 To identify if the Consumers buying behavior are appropriate to the organization and
to the employees.
 To study and analyze if the Consumer buying behavior are mutually benefited to both,
the organization and as well as to the employees.
 To know market position of TATA Cars in the market.
 To know consumer behavior for purchase of Four Wheeler car.
 To study the consumers satisfaction towards price of TATA.
 To study the consumers opinion of TATA.
To analyze if Consumers buying behavior are reviewed and modified on timely basis.

5
 RESEARCH METHODOLOGY

The study is descriptive in nature, as it deals with employees for better analysis of the facts.

RESEARCH DESIGN:
The focus on the study was to obtain information to find out the effects of Consumer buying
behavior towards TATA in the organization.
 Plan
 Analyze the Consumer buying behavior
 Prepare questionnaire
 Analyze the data gather preliminary data.
 Collected
 Prepare the report

RESEARCH INSTRUMENT:
The survey method used to collect the relevant data for the assessment is the questionnaire
method.

RESEACH COLLECTION:
The data collection involves primary and secondary data for the study of Consumers buying
behavior.

A) PRIMARY DATA AND SECONDARY DATA

PRIMARY DATA:
The primary data was collected through questionnaire survey. Data is gathered by distributing
the questionnaires to the customers of the company.
The questionnaire is prepared to gather the information pertaining to gather information on
the Consumers buying behavior.

Questionnaire:
The questionnaire contains 17 questions covering the aspects of Consumers buying behavior
towards TATA of the organization.

6
The type of questions used was Open-ended type and Dichotomous type and Multiple-choice
type.
The employees were given a three days time to allow the respondents to have time to think
and the respondent was assured of anonymity so that they can feel free to give their desired
response.

SECONDARY DATA:
The secondary data was collected from the organization.
Most of the data was collected from
- Magazines
- Newspapers’
- References
- Books
- Internet

B) SAMPLE SELECTION AND SAMPLE SIZE

SAMPLE SELECTION:
The population of the study consists of customers of TATA showroom.
The population includes
- Businessman
- Servicemen
- Customers.
- Employees.

SAMPLE SIZE:
The sample size taken for the study included 50 customers from TATA showroom with
duration of 5 months.
The accuracy of the analysis and conclusion entirely depends upon the reliability of the
information provided by the customers.
 The study was conducted on the customers of Tata Motors nizamabad.

7
 The tools used for collection of information from the customers were in the form of
questionnaires, as the respondents will have confidence of anonymity in questionnaire
than in that of interviews.

8
 CHAPTER – II
INDUSTRY PROFILE
&
COMPANY PROFILE

9
INDUSTRY PROFILE

INTRODUCTION OF FOUR WHEELER

INDUSTRY

BIRTH OF THE CAR

The birth of the car as we know it today occurred

over a period of years. It was only in 1885 that the first
real car rolled down on to the streets. The earlier attempts,
though successful, were steam powered road-vehicles.
ADVENT OF CARS IN INDIA

From the singsong rhythm of the bullock cart to the

jet-age, India has traveled a long way. An average Indian’s
dream car may not be the design-savvy Honda or the stately
limousine, but he sure can dream, and afford, the Maruti now.

It was in 1898 that the first motorcar rode down India’s roads.
From then till the First World War, about 4,000 cars were
directly imported to India from foreign manufacturers. The
growing demand for these cars established the inherent requirements of the Indian market
that these merchants were quick to pounce upon.

The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier Autoback5
mobile (PAL) was established to manufacture automobiles in India. However, it was PAL
who produced the first car in India in 1946, as HM concentrated on auto components and
could produce their first car only in 1949.

It was left to another company, Mahindra and Mahindra (M&M) to manufacture

sturdier utility vehicles, namely the American Jeep.

In the 50s, the Government of India granted approval to only 7 car dealers to operate
in India - HM, API, ALL, SMPIL, PAL, M&M and Telco. he protectionist policies continued
to remain in place. The 60s witnessed the establishment of the two-three wheeler industry in
India and in the 70s, things remained much the same.

10
 Since the 80s, the Indian car Industry has seen a major resurgence with the opening up of
Indian shores to foreign manufacturers and collaborators.

The 90s have become the melting point for the car industry in India. The consumer is king.
He is being constantly wooed by both the Indian and foreign manufacturers. Though sales
had taken a dip in the first few months of 1999, it is back to boom time. New models like
Maruti’s Classic, Alto, Station Wagon, Ford’s Ikon, the new look Mitsubishi Lancer are all
being launched with an eye on the emerging market.

In these last years of the millennium, suffice it is to say that Indian cars will only grow from
strength to strength.

INDUSTRY STRUCTURE

Structure:

The Indian Automobile industry can be broadly classified into :

 2/3 wheelers

 Passenger cars

 Commercial vehicles (LCV/MCV/HCV)

 UV (Utility Vehicles)

 Tractors

The models in the car market can be fitted to different segments as given below:

Category Models

Economy segment (up to Rs 0.25 mn) Maruti Omni, Maruti 800 etc

Mid size segment (Rs 0.25-0.45 mn) Fiat Uno, Hyundai Santro, Maruti Alto, Tata Tiago etc

Luxury Car Segment (0.45-1mn) Tata Harrier, Honda City,etc

Super luxury segment (above Rs 1mn) Mercedes Benz & other imported models

11
 Company profile
Tata motors nizamabad started by shree mahipal reddy during 1990’s by naming shree
venkateshwara motors . It has many branches across nizamabad district like
armor,bhoddan,kamareddy etc.. Tata Motors Limited, formerly Tata Engineering and
Locomotive Company (TELCO), is an Indian multinational automotive manufacturing
company headquartered in Mumbai, Maharashtra, India. It is a part of Tata Group, an Indian
conglomerate. Its products include passenger cars, trucks, vans, coaches, buses, sports cars,
construction equipment and military vehicles.

The largest passenger automobile and commercial vehicle manufacturing company of

India Tata Motors Limited, was formerly called TELCO (TATA Engineering and
Locomotive Company), has its headquarters in Bombay, now Mumbai, India. Established in
1945, listed on the New York Stock Exchange in 2004 has created Rs. 320 billion wealth and
was one of the top

Ten wealth creators in India, with manufacturing facilities in the towns of

Jamshedpur, Lucknow, and Pune. This company was founded by Jamshetji Tata and is run by
Ratan Tata under the flagship company known as Tata and sons group. He commands 22000
employees working in three plants as well as other regional and zonal offices across the
length and breadth of India.

Tata motor’s passenger cars still need to reach acceptable international requirements.
The company commands an imposing 65% share of the domestic commercial vehicle market
and is trying to modernize this segment. The financial business of Tata motors was separated
into a subsidiary company in sep. 2006, where it recorded a strong financial performance
during the last 5 year period. From year 2005-2009, the profits of the company went up at a
CAGR of 36.4%, to attain Rs. 331, 525 million in 2008from Rs. 95, 731 Million in 2003. By
floating two rights issues at the end of Sep 2009 Tata Motors Ltd expected to raise Rs 4, 150
crores. They are offering one ordinary share valued at Rs. 340 every six shares expecting to
net Rs. 2.90 Crores, the so called “A” share would have different voting and dividend rights,
for every such 6 shares held at a face value of 305 would raise Rs. 1.960 Crores, these
proceed would be utilized for an early repayment of the short term funding of 2.3 Billion $
(Rs. 10,189 Crores) Borrowed for Acquisition of jaguar and Land Rover from their principle
“The Ford Motor Company’s”.

As TATA MOTORS is regarded as one of the best fuel efficient cars. Hence I
conducted a study on the consumer perception about small cars. Firstly, I took three brands of
small cars; Zen estilo, Indica and Santro for a comparative study of small car segment.

12
 Later I went through the process of filling the questionnaires, to know exactly what
the customer’s of small cars perceived about their cars. Tata motors were established on
September 1, 1945, originally for the manufacture of Steam Locomotives at Jamshedpur.

All the cars taken for the sample showed that the consumers perceived them as almost
same in all the attributes like safety, comfort and luxury. But, at the end the research was
limited due to small sample size, small sample area and time constraints.

TELCO (TATA Engineering and Locomotive Company)

 Multinational Corporation.
 Headquarters in Mumbai.
 India's largest passenger automobile and commercial vehicle manufacturing
company.

13
  World's 19th largest automaker.
 Sales: 19,654.41cr.
 Stock price: Rs. 347

In 1969 Tata motors had become an independent producer of Medium Commercial Vehicles.
It had also developed the capability of designing, testing and manufacturing such vehicles.

Leading commercial vehicle manufacturer and has significant presence in the multi-utility
and passenger car segments.

With the Launch of Tata Indica, a Euro 2 compliant vehicle is the country’s first indigenously
designed, developed and manufactured passenger car.

With the launch of Tata nano, Tata has penetrated the market to its extreme by making a car
available for Rs. 132000 only. This is the cheapest car in India till date and with the
announcement of its diesel variant it has made potential buyers to eagerly wait for it.

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar,
Lucknow, Sanand, Dharwad, and Pune in India, as well as in Argentina, South Africa, Great
Britain, and Thailand. It has research and development centers in Pune, Jamshedpur,
Lucknow, and Dharwad, India and in South Korea, Great Britain, and Spain. Tata Motors'
principal subsidiaries purchased the English premium car maker Jaguar Land Rover (the
maker of Jaguar and Land Rover cars) and the South Korean commercial vehicle
manufacturer Tata Daewoo. Tata Motors has a bus-manufacturing joint venture with
Marcopolo S.A. (Tata Marcopolo), a construction-equipment manufacturing joint venture
with Hitachi (Tata Hitachi Construction Machinery), and a joint venture with Fiat Chrysler
which manufactures automotive components and Fiat Chrysler and Tata branded vehicles.

Founded in 1945 as a manufacturer of locomotives, the company manufactured its first

commercial vehicle in 1954 in collaboration with Daimler-Benz AG, which ended in 1969.
Tata Motors entered the passenger vehicle market in 1988 with the launch of the Tata Mobile
followed by the Tata Sierra in 1991, becoming the first Indian manufacturer to achieve the
capability of developing a competitive indigenous automobile.[4] In 1998, Tata launched the
first fully indigenous Indian passenger car, the Indica, and in 2008 launched the Tata Nano,
the world's cheapest car. Tata Motors acquired the South Korean truck manufacturer Daewoo
Commercial Vehicles Company in 2004 and purchased Jaguar Land Rover from Ford in
2008.

14
Tata Motors is listed on the (BSE) Bombay Stock Exchange, where it is a constituent of the
BSE SENSEX index, the National Stock Exchange of India, and the New York Stock
Exchange. The company is ranked 265th on the Fortune Global 500 list of the world's biggest
corporations as of 2019.[5]

On 17 January 2017, Natarajan Chandrasekaran was appointed chairman of the company

Tata Group. Tata Motors increases its UV market share to over 8% in FY2019. [6]
Tata Motors Group (Tata Motors) is a $45 billion organization. It is a leading global
automobile manufacturing company. Its diverse portfolio includes an extensive range of cars,
sports utility vehicles, trucks, buses and defense vehicles. Tata Motors is India’s largest and
the only original equipment manufacturer (OEM) offering extensive range of integrated,
smart and e-mobility solutions.

Part of the USD100 billion Tata group founded by Jamsetji Tata in 1868, Tata Motors is
among the world’s leading manufacturers of automobiles. We believe in ‘Connecting
aspirations’, by offering innovative mobility solutions that are in line with customers'
aspirations. We are India's largest automobile manufacturer, and we continue to take the lead
in shaping the Indian commercial vehicle landscape, with the introduction of leading-edge
power trains and electric solutions packaged for power performances and user comfort at the
lowest life-cycle costs. Our new passenger cars and utility vehicles are based on Impact
Design and offer a superior blend of performance, drivability and connectivity.
Our focus on connecting aspirations and our pipeline of tech-enabled products keeps us at the
forefront of the market. We have identified six key mobility drivers that will lead us into the
future – modular architecture, complexity reduction in manufacturing, connected &
autonomous vehicles, clean drivelines, shared mobility, and low total cost of ownership. Our
sub-brand TAMO is an incubating centre of innovation that will spark new mobility solutions
through new technologies, business models and partnerships.
mission - across our globally dispersed organization – is to be passionate in anticipating and
providing the best vehicles and experiences that excite our global customers.
Vision- By FY 2024, we will become the most inspirational Indian auto brand, consistently
winning, by

Delivering superior financial returns.

Driving sustainable mobility solutions.

Exceeding customer expectations, and

15
Creating a highly engaged work force.

Passenger cars & utility vehicles

tiago

Tata tigor

tata zest

Tata nexon

16
 Tata hexa

tata harrier

 Unity: We must work cohesively with our colleagues across the Group and with our
customers

 FIVE CORE VALUES OF TATA

The Tata Group has always sought to be a value-driven organization. These values continue to
direct the Group’s growth and businesses. The five core Tata values underpinning the way we
do business are:

 Integrity: We must conduct our business fairly, with honesty and transparency.
Everything we do must stand the test of public scrutiny.

 Understanding: We must be caring, show respect, compassion and humanity for our
colleagues and customers around the world, and always work for the benefit of the
communities we serve.
17
  Excellence: We must constantly strive to achieve the highest possible standards in our
day-today work and in the quality of the goods and services we provide.
and partners around the world, building strong relationships based on tolerance,
understanding and mutual cooperation.

 Responsibility: We must continue to be responsible, sensitive to the countries,

communities and environments in which we work, always ensuring that what comes
from the people goes back to the people many times over.

OUR VISION:

a high performance organization, we are, by FY 2019: The preferred choice for

customers in delivering excellence, efficiency and value in design and engineering solutions.
Achieving sustainable financial performance to enhance the highest standards of academic
excellence through optimum use of technology.

 To continue expanding and exploring, locally and globally and be a knowledge leader.
 To muster strategies to become global epicenter of knowledge, culture, skills, research
and service.

OUR MISSION:

To be passionate in anticipating and providing the best vehicles and experiences that excite
our global. Mission we innovate mobility solutions with passion to enhance quality of life.

STRENGTHS:

 The internationalization strategy so far has been to keep local managers in new acquisitions,
and to only transplant a couple of senior managers from India into the new market. The
benefit is that Tata has been able to exchange expertise. For example after the Daewoo
acquisition the Indian company leaned work discipline and how to get the final product ‘right
first time.’
 The company has a strategy in place for the next stage of its expansion. Not only is it
focusing upon new products and acquisitions, but it also has a programme of intensive
management development in place in order to establish its leaders for tomorrow.
The company has had a successful alliance with Italian mass producer Fiat since 2006. This
has enhanced the product portfolio for Tata and Fiat in terms of production and knowledge
exchange. For example, the Fiat Palio Style was launched by Tata in 2007, and the companies
have an agreement to build a pick-up targeted at Central and South America.
 Tata motors are one of the well-established companies, which are working well in the
automobile sector.

18
• Tata motors has wide and extensive distribution network and it maintains its service
network effectively.
• The company enjoys good penetration with its taxi and rental segment.
• The company hires the services of the professional engineers and working persons to carry
out quality work.
• The company has made collaboration with various associations like Hispano, Jaguar Land
Rover and Macropolo to enhance its international presence in the market.
• Tata group has strong and dedicated engineering and R&D department.
• The company gave employment to 60,000 employees in various departments.
• The company has maintained strong and diversified product portfolio.

OBJECTIVES: To mitigate the impact of cyclicality in the automobile industry, the Tata
Motors Group plans to continually strengthen operations while gaining market share across
different product lines and offering a wide range of products in diverse geographies

19
 CHAPTER – III
DATA ANALYSIS
&
INTERPRETATION

20
 1. What is your monthly income?
Income No of Respondents
5,000 - 10,000 18
10,001 - 15,000 12
15,001 - 20,000 20
Above 20,000 26

INTERPRTATION:
From the above graph it is analyzed as followed,
 18 customers fall under the category of 5,000 – 10,000.
 12 customers fall under the category of 10,001 – 15,000
 20 customers fall under the category of 15,001 – 20,000.
 26 customers fall under the category of above 20,000.

22
 2.If you opt a Car from TATA, what type of Car would you go for?

Factors No of Respondents
Tiago 48
Zest 20
Nexon 10
harrier 22

60

50

40
tiago

30 zest
nexon

20 harrier

10

0
Category 1

INTERPRTATION:

From the above graph it is analyzed as followed,

 48 customers prefer tiago.
 20 customers prefer zesti.
 10 customers prefer nexon.
 22 customers prefer harrier.

23
 2. What sort of a Car were you looking for?

Factors No of Respondents
Fuel Efficient 61
High Pickup 5
Trendy 14
Cost Efficient 20

INTERPRTATION:
From the above graph it is analyzed as followed:

 61 customers have opted for fuel efficient.

 5 customers have opted for high pick up.

 14 customers have opted for Trendy.

 20 customers have opted for Cost efficient.
 It is been clearly observed that most of the customers preferred for Fuel Efficient.

24
 4.What lead you to opt for a TATA Car?

Factors No of Respondents
Family 30
Media 14
Friends 50
Others 6

INTERPRTATION:
From the above graph it is analyzed as followed:
 30 customers have taken the opinion from their family before purchasing the Car.
 14 customers are influenced from media for the purchase of the Car.
 50 customers have taken the opinion from their friends, before purchasing the Car.
 6 customers were not influenced with the options provided before the purchase of the
Car.
 It is clearly seen that majority of the customers have taken the opinion from their
friends in regard to the purchase of the Car.

25
 5. which type of car do you prefer?

3.2

diesel
petrol

8.2

Interpretation: More than 60% of customers prefer diesel vehicles only 30% of people
prefer petrol vehicles so diesel vehicle is proffered by many customers

26
 6. Mark the features you must want in your car.

Best music system [ ]

Auto gear shift[ ]
Auto air condition [ ]
Good legroom [ ]
High ground clearance [ ]

Series 1
5
4.5
4
3.5
3
2.5
2 Series 1

1.5
1
0.5
0
beat music auto gear shift auto air good legroom high round
system condition clearence

Most of the people choose good legroom as a choice and auto air condition as second
choice

27
7. What still more do you want to improve in Tata cars?
High pickup [ ] Trendy [ ]

Mileage [ ] Durability [ ]

What still more do you want to improve in your Car?

Factors No of Respondents
High pickup 48
Trendy 14
Mileage 34
Durability 4

INTERPRTATION:
From the above graph it is analyzed that as follows:

 48 customers wanted improvement in the Pickup.

 14 customers wanted improvement in the trendy looks of the Car.

 34 customers want improve with the Mileage.

 4 customers wanted improvements with the Durability of the Car.

It is that majority of the customers wanted improvement in regard to the Mileage.

28
8. Rank tata showroom in the following categories.
1 2 3 4 5
Vehicle
Availability

Infrastructure
Service

Loan
Availability
A) Vehicle Availability

Factors No of Respondents
1st 88
2nd 8
3rd 2
4th 2

INTERPRTATION:
From the above graph it is analyzed that as follows;
 88 customers have give 1st rank for the vehicle availability.

29
  8 customers have give 2nd rank for the vehicle availability.
 2 customers have give 3rdrank for the vehicle availability.
 2 customers have give 4th rank for the vehicle availability.
 It is seen that 88 customers are satisfied with the availability of the vehicle on time.

B) Infrastructure:
Factors No of Respondents
1st 86
2nd 6
3rd 8

INTERPRTATION:
From the above graph it is analyzed that as follows;
 86 customers have give 1st rank for the Infrastructure.
 6 customers have give 2nd rank for the Infrastructure.

 8 customers have give 3rdrank for the Infrastructure

 It is seen that 86 customers are satisfied with the availability of the Infrastructure.

30
c) Service:
Factors No of Respondents
1st 86
2nd 10
3rd 4

INTERPRTATION:
From the above graph it is analyzed that as follows;
 86 customers have give 1st rank for the Service.
 10 customers have give 2nd rank for the Service.
 4 customers have give 3rdrank for the Service.
 It is seen that 86 customers are satisfied with the availability of the Service.

31
9. What trait made TATA edges over other Cars?
High Performance [ ] Fuel Efficiency [ ]

High safety [ ] Low Maintenance [ ]

What trait made TATA edges over other Cars?

Factors No of Respondents
High Performance 23
Fuel Efficiency 42
High safety 33
Low Maintenance 2

factors
40

35

30

25

20
factors
15

10

0
high performance fuel efficiency high safety low maintanance

INTERPRTATION:
From the above graph it is analyzed that as follows;

 23 customers has opted for High performance.

 42 customers opted for Fuel efficiency.

 33 customers opted for High safety.

 2 customers opted for Low maintains.

32
10. . What is your overall opinion about Tata Motors?
Excellent[ ] Good[ ] Satisfactory[ ] Bad[ ]

Factors No of Respondents
Excellent 56
Good 34
Satisfactory 10
Bad 0

INTERPRTATION:
From the above graph it is analyzed that as follows;

 56 customers found the service to be Excellent .

 34 customers found the service to be Good.

 10 customers found the service to be Satisfactory.
 None of the customers found the services provided to be bad.

33
11. Is TATA Motors available to your connivance?
Yes [ ] No [ ]

Factors No of Respondents
Yes 67
No 33

Openion

Yes
No

INTERPRTATION:
From the above graph it is analyzed that as follows;

 98 customers agree that Concorde Motors is to their connivance.

 2 customers agree that Concorde Motors is to their connivance.

 It is seen that 98 customers agree that Concorde Motors to their connivance.

34
12. How was your experience with TATA service center?
Excellent [ ] Good [ ]
Satisfactory [ ] Bad [ ]
How was your experience with TATA Service center?

Factors No of Respondents
Excellent 56
Good 34
Satisfactory 10
Bad 0

INTERPRTATION:
From the above graph it is analyzed that as follows;

 56 customers found their experience to be Excellent with the service center.

 34 customers found their experience to be Good with the service center.

 10 customers found their experience to be Satisfactory with the service center.
 None of the customers had a bad experience with the service center.

35
13. Where do you rank TATA, among all motors Car companies in India?
Rank 1 [ ] 2 [ ] 3 [ ] 4 [ ]

Where do you rank TATA, among all motors Car companies in India?

Factors No of Respondents
1st 20
2nd 30
3rd 40
4th 10

45

40

35

30
posiion 1
25
position 2
20 positon 3

15 position4

10

0
rank

INTERPRTATION:

From the above graph it is analyzed that as follows;

 20 customers have given first place to TATA.

 30 customers have given second place to TATA.

 40 customers have given third place to TATA.

 10 customers have given fourth place to TATA.

36
14. Would you recommend TATA Car to your family& friends, etc?
Yes [ ] No [ ]

Would you recommend TATA Car to your friends &family?

Factors No of Respondents
Yes 80
No 20

100

YES
NO

INTERPRTATION:
From the above graph it is analyzed that as follows;

 More than 60% of people recommend Tata vehicle to their friends and family.

 Only 30% of people don’t want to recommend Tata car to their friends and family..

37
15. Customer opinions towards fuel consumption of Tata motors.

Factor Percentage

Extremely Satisfied 27%

Satisfied 49%

Neutral 17%

Dissatisfied 7%

Total 100%

Source: Questionnaire

Figure: 3

Interpretation: As majority of the respondents are satisfied with the fuel consumption of
Mahindra Bolero, the company should maintain the same standard and it is suggested to
come up with suitable measure to reduce the negative opinion among the consumer who are
of the opinion that the fuel consumption is a dissatisfying factor.

38
16. Customer opinions toward Design.

Factor Percentage

Extremely Satisfied 20%

Satisfied 40%

Neutral 27%

Dissatisfied 13%

Total 100%

Source: Questionnaire

Figure: 5

Interpretation 5: 100% of respondents 40% of the respondents approached were

satisfied with the Design of the Bolero. 20% were more satisfied, 27% of them neutral and
13% are dissatisfied with the design of the Bolero.

Observation: As majority of the respondents are satisfied with the design of Mahindra
Bolero, the company should maintain the same standard and it is suggested to come up with
suitable measure to reduce the negative opinion among the consumer who are of the opinion
that the fuel consumption is a dissatisfying factor.

39
17. The behavior in this showroom instill confidence in customers

Strongly agree [ ] somewhat disagree[ ] neutral [ ]

Somewhat agree [ ] strongly agree [ ]

opinion Strongly agree Somewhat neutral Somewhat Strongly

disagree agree disagree
Customer 35 15 20 20 10
responses

40

35

30

25 strongly agree
somewhat disagree
20
neutral

15 somewhat agree
strongly disagree
10

0
Category 1

Interpretation:
From the above chart it is clear that more than 30% of people are satisfied with employ
behavior and 15% of customers are somewhat unsatisfied with employ behavior 20% of
customers are given neutral rating and also 20% of customers are somewhat agree satisfied
with employ behavior ,and 10% of people are unsatisfied with employ behavior .

40
CHAPTER – IV
FINDINGS,
SUGGESTIONS,
&
CONCLUSION.

41
FINDINGS:

 Most of the customers fall in the category of 5000-10000 income every month. So
most of the customers are government employees.
 Even though majority of customers choice is tiago more than 40 people choose
tiago as a choice next choice of customers are of zest car as their choice.and zest car
as their choice and nexon as their choice.
 Most of the customers prefer fuel efficient car as their choice and cost
 efficient car as their second choice and trendy car as their 3rd choice and high pick
up car as their 4th choice.
 Most of the customers are taking opinion from their relatives.
 Most of the customer’s choice is diesel car…
 Most of the customers are want good legroom and auto air-condition as their choice.
 Most of the customers wants high pickup and more mileage from Tata motors
improvement.
 Many customers ranks Tata showroom in vehicle stock good at showroom and
infrastructure as their second choice and service as their fourth choice.
 Most of the customers marked high safety in tata cars as compared to other cars.
 Many customers marked Tata cars as excellent cars as their choice with their
experience.
 Tata motors showroom in nizamabad available to their convineane to 67% of
respondents.
 Many customers marked Tata service is excellent.
 Many respondents marked Tata company cars as a top 3 company in India.
 Most of the customers are satisfied with Tata cars and 80% of people want to refer
Tata cars too their friends and family.
 Many respondents marked Tata cars as a fuel effient cars and they are satisfied with
tata cars.
 Many respondents are not satisfied with design and exterior of Tata cars compared to
other car companies in India.

42
  Many of respondents are satisfied with employ behavior in Tata showroom in
nizamabad

SUGGESTIONS:

 This report says that most of the customers family income is

around 10000. so try to focus on middle class familys
 Majority of reponndents prefer tata tiago as their choice so try to
design cars like tata tigo like features, price,mileage in same
segment .
 Try to introduce fuel efficient cars because many people wants fuel
efficient car as their choice.
 Most of respond’s like cars with good air condition and good
legroom so try to design like that.
 Customers want more pickup cars from Tata.
 Most of the customers prefer high safety cars from Tata.
 Many customers are not satisfied with design of Tata cars
compared to other cars so try to improve design.

CONCLUSION:

In the conclusion the customer satisfaction towards the Tata motors nizamabad
is quite a fixed one. There are many who are satisfied and happy with Tata service and there
are also some of the customers who are dissatisfied with tata .but still there are improvements
to be done in tata showroom like showroom design and employees because some of
customers are not satisfied with tata employees .

43
 Also there are many things to improve in tata cars like fuel efficient cars and good
design and high comfort cars. Also some of customers don’t know about tata cars.more
marketing team required and branding is also important.

44
BIBILOGRAPHY

45
 BIBLIOGRAPHY

Books:
1. Philip Kotler, Kevin Keller (2009), Marketing Management (Thirteenth Edition)
2. Marketing Management, The McGraw.Hill Company Rajan Saxena (Third Edition)
3. Berman, Berry and Joel r Evans (Oct- 1997) Retail Management: A strategic approach
8th edition Englewood cliffs NJ printcehall4. Country analysis 1997 “ A framework to
identify and evaluate the national business environment” Hardward business review.
MAGAZINES:
A) OUTLOOK BUSINESS

B) BUSINESS STANDARD

C) 4P’S OF BUSINESS AND MARKETING

D) BUSINESS TODAY - Pick and Choose

E) BUSINESS TODAY - Tata Motors to bring Jaguar, Land Rover to India

INTERNET:

1. Tata Motors' Official Website

2. Wiki - Tata Motors Ltd

3. http://www.docasi.com/doc/12248800/Grand-Project-on-NANO-Car

4. http://www.capitaline.com

5. http://www.tatamotors.com/our_world/press_releases.php?ID=458&action=Pull
6. http://www.tatamotors.com/our_world/press_releases.php?ID=500&action=Pull

47
7. http://money.rediff.com/companies/tata-motors-ltd/10510008/cash-flow

8. htttp://www.moneycontrol/com/tata-group/tatamotors

9. http://www.yahoofinance.com/tatamotors

10. http://www.carwale.com/research/cars/tata

47
 APPENDICES
APPENDIX A:
QUESTIONNAIRE

48
ANNEXURE:

Questionnaire: The questionnaire for the project was made by personally interviewing the
customers and was filled out by the employees of TATA MOTORS NIZAMABAD

1. What is your monthly income ?

5,000 - 10,000 [ ] 10,000 – 15,000 [ ]

15,000 - 20,000 [ ] Above 20,000 [ ]

2. If you opt a Car from TATA, what type of Car would you go for?
tiago [ ] zest [ ]
Nexon [ ] Harrier [ ]
3. What sort of a Car were you looking for?
Fuel Efficient [ ] High Pickup [ ]
Trendy [ ] Cost Efficient [ ]
4 . What lead you to opt for a TATA car?
Family [ ] Media [ ]

Friends [ ] Others [ ]

5. Which type of car do you prefer?

Diesel [ ] petrol [ ]

6. Mark the features you must want in your car.

Best music system [ ]

Auto gear shift [ ]
Auto air condition [ ]
Good legroom [ ]
High ground clearance [ ]

7. What still more do you want to improve in Tata cars?

High pickup [ ] Trendy [ ]

Mileage [ ] Durability [ ]

51
8. Rank Tata show room in the following categories.
1 2 3 4 5
Vehicle
Availability

Infrastructure
Service
Loan
Availability
9. What trait made TATA edges over other Cars?
High Performance [ ] Fuel Efficiency [ ]

High safety [ ] Low Maintenance [ ]

10. . What is your overall opinion about Tata Motors?

Very Bad Neither Bad Good Very

Bad nor Good Good
1 2 3 4 5

11. Is TATA Motors available to your connivance?

Yes [ ] No [ ]

12. How was your experience with TATA service center?

Excellent [ ] Good [ ]
Satisfactory [ ] Bad [ ]
13. Would you recommend TATA Car to your family& friends, etc?
Yes [ ] No [ ]

14. Where do you rank TATA, among all motors Car companies in India?
Rank 1 [ ] 2 [ ] 3 [ ] 4 [ ]

51
15. Customer opinions towards fuel consumption?

(a) Extremely Satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

16. Customer opinions toward Design?

(a) Extremely Satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

17.is the behavior in this showroom instill confidence in customers ?

Strongly agree [ ] somewhat disagree [ ] neutral [ ]

Somewhat agree [ ] stongly agree [ ]

51