A

PROJECT REPORT
ON
“A Study on Marketing Strategies of Toyota”

Pt. Ravishankar Shukla University,

Raipur (C.G.) In partial fulfillment for
the degree course of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

FOR THE ACADEMIC

SESSION 2024-2025

Submitted TO: Submitted By:

MRS SEEMA AGRAWAL ADITYA TEMBE

PRINCIPAL BBA VI Sem

KDRCST,RAIPUR Roll no: 2215123003

K.D RUNGTA COLLEGE OF SCIENCE AND TECHNOLOGY RAIPUR

 A
PROJECT REPORT
ON
“A Study on Marketing Strategies of Toyota”

SUBMITTED TO
Pt. Ravishankar Shukla University,
Raipur (C.G.) In partial fulfillment for the
degree course of

BACHELOR OF BUSINESS ADMINISTRATION

(BBA)

FOR THE ACADEMIC

SESSION 2024-2025

Approved by: Submitted by:

Dr. Ila Dixit ADITYA TEMBE
HOD BBA VI Sem
Department of Management Roll no:2113023094
MAIC, RAIPUR

Department Of Management
MAHARAJA AGRASEN INTERNATIONAL
COLLEGE
 CERTIFICATE

This is to certify that Mr. Ramanpreet Singh a bonafide student of Maharaja

Agrasen International College, Raipur (C.G.) studying in B.B.A VI Semester has

successfully completed his project entitled “A Study on Marketing Strategies of

Toyota”

I wish him/her all success in every endeavor of life.

Dr. Ila Dixit Dr. M.S. Mishra

HOD Principal
Department of Management Maharaja Agrasen International College

CERTIFICATE

This is to certify that the Project Work entitled “A Study on Marketing Strategies of

Toyota” submitted by Mr. Ramanpreet Singh for the partial fulfillment of Degree of
 Bachelor of Business Administration from Pt. Ravishankar Shukla University,

Raipur (C.G.) is an authentic work performed by the student.

This work has been submitted for the sole purpose of academic interest.

Internal Examiner/Guide External Examiner

KAIZEN TOYOTA
RING ROAD NO. 1, AMANAKA, SARONA, RAIPUR,
CHHATTISGARH 492001, PHONE: 09109161011

27TH APRIL 2024

TO WHOMSOEVER IT MAY CONCERN

This is to Certify that Mr. Ramanpreet Singh of Maharaja Agrasen

International college Raipur has successfully completed his internship

from 26th March 2024 till 26th April 2024. During the period of his

internship program with us, he was found punctual, hardworking and

inquisitive.

We wish him every success in his Life.

For,
KAIZEN TOYOTA
 DECLARATION

I Mr. Ramanpreet Singh

Declare that this report is the record of authentic

work carried out by me during the academic year 2023-2024 in Toyota Raipur

entitled“A Study on Marketing Strategies of Toyota”

Ramanpreet Singh
 ACKNOWLEDGEMENT

I would like to express my deepest appreciation to all those who provided me the

possibility to complete this report on the marketing strategies of Toyota. A special

gratitude I give to my project guide , whose contribution in

Mr. Rajeev Gupta

stimulating suggestions and encouragement helped me to coordinate my project

especially in writing this report. Furthermore, I would also like to acknowledge

with much appreciation the crucial role of my HOD

Dr. she helped with
Ila Dixit

the necessary resources and support needed to complete this project.

Finally, I would like to extend my thanks to the executives and marketing team of

Toyota for their cooperation and openness in sharing their strategies and practices,

which greatly enhanced the understanding of my analysis.

Without the help of the aforementioned individuals and groups, this study would not

have been possible.

 PREFACE
Field Study Report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the valuable

treasure of experience and an exposure to real work culture followed by the industries and

thereby helping the students to bridge gap between the theories explained in the book and

their practical implementations.

Research plays an important role in future building of an individual so that we can

understand the real world in which he has to work in future. The theories greatly enhance

our knowledge and provide opportunities to blend theoretical with the practical knowledge

where researcher gets familiar with certain aspect of research. I feel proud to get myself to

do research at topic “Marketing strategies of Toyota”.

 TABLE OF CONTENT

1.
Introduction to the Topic 1-7

2.
Company Profile 8-25

3.
Literature Review
26-34
[Marketing Mix]

4.
Research Methodology 35-40

5.
Data Interpretation & Analysis 41-56

6.
Findings. Suggestion & Recommendations 57-60

7.
Appendices 61-71
 CHAPTER–I

INTRODUCTION

Page 1
INTRODUCTION :

 Marketing Strategy of Toyota:

Founded in 1937 by Kiichiro Toyoda Toyota Motor Corporation has emerged as a leader pioneering

and focusing on quality issues of the automobile manufacturing. In the financial year ending 31st

March 2024, Toyota produced 11.2 Million vehicles which is lower than 2023 figures due to

downward demand in the market and volatility in the oil prices.

Some of its famous models are Toyota Fortuner, Etios, Land Cruiser, Toyota Innova,

Toyota Prius, Toyota corolla and Toyota Camry etc.

Segmentation, Targeting, Positioning in the Marketing strategy of Toyota –

 A mix of Demographic, Geographic and Psychographic segmentation strategies is used by

Toyota for customer profiling and understanding different customer groups.

 Toyota uses differentiated targeting strategy for manufacturing and selling its offerings as

per the customer segments and improve the customer satisfaction.

 Value-based and user benefit positioning strategies are used by the company for highlighting

the functional benefits of the offerings of the company.

 Marketing mix – Here is the Marketing mix of Toyota.

Mission- “To meet challenging goals by engaging the talent and passion of people”

Vision- “It will lead the way to the future of mobility, enriching lives of the communities around

the world with the safest and most responsible ways of moving people”

Tagline- “Let’s go places”

 Competitive advantage in theMarketing

strategy of Toyota –

Global Presence: Toyota sale and operates in more

than 190 countries globally with an array of the

strong product portfolio. It manufactures

Page 2
automobiles and its related spare parts through 50+ overseas manufacturing

companies in more than 28 countries worldwide.

Production System: One of the major competitive advantages that the Toyota has is

its ability to provide world-class products at low prices. Its globally recognized

production system which focuses on Just in time concept and Jidoka (which means an

immediate stoppage of work when problems arise) has helped the company in

controlling its costs and becoming more efficient.

 BCG Matrix in the Marketing strategy of Toyota –

Toyota operates in Automotive and financial services business segments. While

automotive business is its mainline business, financial service is the supporting

function. Both its businesses are stars in the BCG matrix.

 Distribution strategy in the Marketing strategy of Toyota –

The group is extensive using its dealership networks, authorized showrooms, service

centers, E-commerce sites and direct selling agents to make its products available to the

customers. Toyota vehicle is sold through a channel of more than 175 distributors in

190+ countries and regions around the world. In its home place Japan, it has a network of

280 dealers out of which 15 are owned by Toyota. Brand equity in the strategy of

Toyota- Toyota motor corporation is the world’s 6 thmost valuable brand and is ranked

10th in the list of global 2000 companies as per the Forbes Magazine. The automotive

brand has been valued at $ 177 billion on the basis of market capitalization (May 2016

data).

Page 3
It has been part of many international events such as Formula one, GR Toyota Gazoo

racing, North America International Auto show 2017.

 Competitive analysis in the Marketing strategy of Toyota –

The automotive market is overcrowded with a large number of automotive

companies eating up each other’s market share.

Factors affecting the competition in the industry are :-

 Product features

 Price

 Safety

 Fuel economy

 Customer service standards

Downward demand, a decrease in prices and competition in automotive financing

resulted in shrinking margin due to which there was no significant growth in the

Page 4
company in the year 2022. It competes with a company like

Suzuki, Honda, Nissan, Ford, General Motors and many others in the automotive

industry in one or more segments.

 Market analysis in the Marketing strategy of Toyota –

Volatility in oil prices, currency exchange rate, increasing the bargaining power of

customers and suppliers, rising labour costs, rising infrastructure costs, and

government regulations are some of the factors affecting the operation of the

companies in the automotive market.

Customer analysis in the Marketing strategy of Toyota –

Customers of Toyota are from age groups of 25 - 50 years. Toyota focuses

middleincome group customers and produces value for money automotive vehicle.

In the B2B segment, its serves companies in tours and travel and hospitality
industry.

1. Demographic Segmentation:

Toyota caters to a diverse range of demographic segments, including:

Page 5
 • Age: From young professionals seeking affordable and fuel-efficient cars to
families in need of spacious and safe vehicles, Toyota offers options for
various age groups.
• Income Level: Toyota provides models spanning different price ranges,
allowing it to appeal to both budget-conscious consumers and those seeking
premium features.
• Occupation: Toyota serves individuals from various occupations, including
commuters, families, and businesses requiring fleet vehicles.

2. Psychographic Segmentation:

Toyota also considers the psychographic characteristics of its customers:

• Lifestyle: The company designs vehicles to align with different lifestyles,

such as adventurous SUVs for outdoor enthusiasts or eco-friendly hybrids
for environmentally conscious consumers.
• Values and Beliefs: Toyota's emphasis on reliability, safety, and
sustainability resonates with customers who prioritize these values in their
purchasing decisions.

3. Geographic Segmentation:

Toyota's marketing efforts are tailored to suit the preferences and needs of
customers in different regions:

• Urban vs. Rural: The company offers compact models suitable for urban
commuting as well as rugged vehicles preferred in rural areas.
• Climate: Toyota adapts its product offerings to address climate-related
concerns, such as offering hybrid and electric vehicles in regions with a
strong focus on reducing emissions.

4. Behavioral Segmentation:

Understanding customer behavior helps Toyota personalize its marketing strategies:

Page 6
• Purchase Occasion: Toyota targets customers at various stages of the buying
process, from those researching options online to those visiting dealerships
for test drives.
• Brand Loyalty: Toyota cultivates brand loyalty through quality, reliability,
and excellent customer service, encouraging repeat purchases and referrals.
• Usage Rate: The company offers models suitable for different usage patterns,
whether for daily commuting, long-distance travel, or commercial purposes.

CHAPTER – II

COMPANY PROFILE

Page 7
 COMPANY PROFILE

Toyota Kirloskar Motor Pvt Ltd

Joint venture
Type

Automotive

Industry
6 October 1997
Founded
Bangalore, Karnataka
Headquarters

Mr. Masakazu Yoshimura

Key people
Page 8
 Chairman

Manasi Tata

Vice Chairman

Automobiles

Products
Toyota Motor Corporation, Kirloskar Group
Parent

Subsidiaries Toyota Kirloskar Auto Parts Private Limited

Slogan Quality Revolution

Website
www.toyotabharat.com

Toyota Kirloskar Motor Pvt Ltd is a subsidiary of Toyota Motor Corporation of

Japan (with Kirloskar Group as a minority owner), for the manufacture and sales

of Toyota cars in India. It is currently the 4th largest car maker in India after

Maruti

Suzuki, Hyundai, and Mahindra.

The company Toyota Kirloskar Motor Pvt Ltd (TKMPL) according to its

mission statement aims to play a major role in the development of the

automotive industry and the creation of employment opportunities, not only

through its dealer network, but also through ancillary industries with a business

philosophy of "Putting Customer

First".

On June 7, 2012, Vice Chairman of the company revealed that the company is

planning to enter the healthcare sector and its first hospital would open in

Karnataka in May 2013.

Page 9
Toyota Motor Corporation entered India in 1997 in a joint venture with the

Kirloskar Group. Toyota’s mission is to provide innovative, safe, and sustainable

mobility solutions to enrich lives around the world. The company's core values,

encapsulated in its "Toyota Way" philosophy, emphasize continuous

improvement, respect for people, and contributing to society. Toyota is dedicated

to delivering high-quality products and services that exceed customer

expectations while minimizing environmental impact and promoting social

responsibility.

Toyota offers a diverse range of vehicles catering to various market segments,

including compact cars, sedans, SUVs, trucks, and hybrid/electric vehicles. The

company's flagship models such as the Corolla, Camry, RAV4, and Prius have

achieved widespread popularity globally for their reliability, fuel efficiency, and

advanced technology features. Additionally, Toyota has been at the forefront of

developing alternative fuel vehicles, including hydrogen fuel cell vehicles and

plug-in hybrids, as part of its commitment to sustainable mobility.

Toyota is deeply committed to corporate social responsibility (CSR) and

sustainable business practices. The company actively pursues initiatives to

reduce carbon emissions, conserve resources, and promote diversity and

inclusion within its workforce. Toyota's environmental stewardship extends

beyond its products to encompass manufacturing processes, supply chain

management, and community engagement programs aimed at fostering a better

future for generations to come.

With a rich legacy of innovation, integrity, and excellence, Toyota Motor

Corporation continues to shape the automotive industry and inspire positive

Page 10
change worldwide. Through its unwavering commitment to quality,

sustainability, and social responsibility, Toyota strives to drive progress and

create value for customers, shareholders, and society as a whole. As the

company embraces the challenges and opportunities of the future, it remains

dedicated to delivering mobility solutions that enrich lives and empower

communities across the globe.

 Manufacturing facilities

TKMPL's current plant at Bidadi, Karnataka is spread across 432

acres and has a capacity of 110,000 vehicles per annum.

TKMPL's second manufacturing plant on the outskirts of Bangalore,

Karnataka has a capacity of 210,000 vehicles per annum. Both plants

have a combined capacity of 320,000 vehicles per annum.

On 16 March 2011, it announced that it was increasing production to

210,000 vehicles per annum due to increase in demand for its models

especially the Etios and Fortuner.

Page 11
With effect from June 1, 2012, Toyota Kirloskar Motor will be

increasing the prices of Etios diesel and Innova by 1 per cent and

Fortuner and Etios Liva diesel by 0.5 per cent. The price hike is on

account of the weakening of Rupee. Toyota announced that

Etios sedan and the Liva hatchback has posted sales of over 100,000

units, hence Toyota is all set for giving its production a big boost.

Toyota Kirloskar Motor (TKM) plans to hike the production capacity

of its Etios series models by 75% by early 2013.Toyota Kirloskar

Motors would launch its motor racing series in 3 cities in India next

year.

  Industrial relations

On 16 March 2014, Toyota Kirloskar Motor temporarily suspended the production

at two of its assembly plants in Bidadi, Karnataka whose production capacity was

310,000 units annually and has employee strength of 6,400. Cause for the shutdown

was failure to reach an agreement with the union over the issue of wages, deliberate

stoppages of the production line by certain sections of the employees and abusing &

threatening of supervisors thereby disrupting the production for the past 25 days.

Toyota Kirloskar Motor announced on 21 March 2014 to lift the lockout at the

plants effective from March 24, 2014 with subject to an acceptance of a service

condition which requires all the employees signing an undertaking on good conduct.

On 22 April 2014, employees called off the strike after 36 days of standoff and

resumed full operations.

Page 12
Etios motor racing

Toyota India started a One make racing series in India with the Etios car called the

Etios motor racing series. The series started in 2012, it witnessed an overwhelming

response from the Indian youngsters, with 3300 applicants. They held 2 rounds of

exhibition races in 2012, one at a purpose-built race track in Chennai called the

Sriperumbudur race track and other in the form of ROC (Race of champions) in

Gurgaon. The 25 selected drivers will compete in the main championship to be held

in the later half of 2013. The cars are prepared by Red Rooster performance based in

Bangalore, and designed by TRD(Toyota Racing Development). With stock engines

producing almost 100 bhp, the cars are a good platform for youngsters to step from

karting to touring cars. Also the relatively cheaper budget of just $3216 for the

entire series which includes an entire OMP racing kit makes it one of the best one

make series to compete in.

The Toyota Motor Corporation

Its a Japanese automotive manufacturer headquartered in Toyota, Aichi, Japan. In

March 2014 the multinational corporation consisted of 338,875 employees

worldwide and, as of February 2016, was the 13th-largest company in the world by

revenue.

Toyota was the largest automobile manufacturer in 2012 (by production) ahead of

the Volkswagen Group and General Motors. In July of that year, the company

reported the production of its 200-millionth vehicle. Toyota is the world's first

automobile manufacturer to produce more than 10 million vehicles per year. It did

so in 2012 according to OICA, and in 2013 according to company data. As of July

2014, Toyota was the largest listed company in Japan by market capitalization

(worth more than twice as much as #2-ranked SoftBank) and by revenue.

Page 13
Toyota is the world's market leader in sales of hybrid electric vehicles, and one of

the largest companies to encourage the mass-market adoption of hybrid vehicles

across the globe. Cumulative global sales of Toyota and Lexus hybrid passenger car

models passed the 9 million milestone in April 2016. Its Prius family is the world's

top selling hybrid nameplate with almost 5.7 million units sold worldwide as of 30

April 2016.

The company was founded by Kiichiro Toyoda in 1937, as a spinoff from his

father's company Toyota Industries to create automobiles. Three years earlier, in

1934, while still a department of Toyota Industries, it created its first product, the

Type A engine, and, in 1936, its first passenger car, the Toyota AA. Toyota Motor

Corporation produces vehicles under five brands, including the Toyota brand, Hino,

Lexus, Ranz, and Daihatsu. It also holds a 16.66% stake in Fuji Heavy Industries, a

5.9% stake in Isuzu, a 3.58% stake in the Yamaha Motor Company, and a 0.27%

stake in Tesla, as well as joint-ventures with two in China (GAC Toyota and

Sichuan FAW Toyota Motor), one in India (Toyota Kirloskar), one in the Czech

Republic (TPCA), along with several "nonautomotive" companies. TMC is part of

the Toyota Group, one of the largest conglomerates in the world.

Toyota is headquartered in Toyota City, Aichi. The main headquarters of Toyota is

located in a 4-story building in Toyota. As of 2006 the head office has the

"Toyopet" Toyota logo and the words "Toyota Motor". The Toyota Technical

Center, a 14-story building, and the Honsha plant, Toyota's second plant engaging in

mass production and formerly named the Koromo plant, are adjacent to one another

in a location near the headquarters. Vinod Jacob from The Hindu described the main

headquarters building as "modest". In 2013 company head Akio Toyoda reported

Page 14
that it had difficulties retaining foreign employees at the headquarters due to the

lack of amenities in the city.

Its Tokyo office is located in Bunkyo, Tokyo. Its Nagoya office is located in

Nakamura-ku, Nagoya. In addition to manufacturing automobiles, Toyota provides

financial services through its Toyota Financial Services division, and also builds

robots.

Presidents of Toyota Motor Company:

• Rizaburo Toyoda (1937–1941)

• Kiichiro Toyoda (1941–1950)

• Taizo Ishida (1950–1961)

• Fukio Nakagawa (1961–1967)

• Eiji Toyoda (1967–1981)

In 1981, Toyota Motor Co., Ltd. announced plans to merge with its sales entity

Toyota Motor Sales Co., Ltd. Since 1950, the two entities had existed as separate

companies as a prerequisite for reconstruction in postwar Japan. Shoichiro Toyoda

presided over Toyota Motor Sales in preparation for the consummation of the

merger that occurred in 1982. Shoichiro then succeeded his uncle Eiji as the

President of the combined organization that then became known as Toyota Motor

Corporation Presidents of Toyota Motor Corporation:

• Eiji Toyoda (1981)

• Shoichiro Toyoda (1982–1992) CEOs of Toyota Motor Corporation:

• Tatsuro Toyoda (1992–1995)

• Hiroshi Okuda (1995–1999)

Page 15
 • Fujio Cho (1999–2005)

• Katsuaki Watanabe (2005–2009)  Akio Toyoda (2009–present)

Chairmen of Toyota Motor Corporation:

• Shoichiro Toyoda (1992–1999)

• Hiroshi Okuda (1999–2006)

• Fujio Cho (2006–2013)

• Takeshi Uchiyamada (2013–present)

On June 14, 2013, Toyota Motor Corp. announced the appointment of external

board members; this was a first for the corporation and occurred following approval

from general shareholders at a meeting on the same day. Additionally, Vice

Chairman Takeshi Uchiyamada replaced Fujio Cho as chairman, as the latter

became an honorary chairman, while Toyoda remains in the post of President.

Toyota is publicly traded on the Tokyo, Osaka, Nagoya, Fukuoka, and Sapporo

exchanges under company code TYO: 7203. In addition, Toyota is foreign-listed on

the New York Stock Exchange under NYSE: TM and on the London Stock

Exchange under LSE: TYT. Toyota has been publicly traded in Japan since 1949

and internationally since 1999.As reported on its consolidated financial statements,

Toyota has 540 consolidated subsidiaries and 226 affiliates.

• Toyota Motor North Ame rica (100% – 2004)

• Toyota Canada Inc. (51% – 2013)

• Toyota Tsusho – Trading company for the Toyota Group

• Daihatsu Motor Company (51.2% – March 31, 2006)

• Hino Motors (50.1% – 2001)

• Lexus 100% (1989)

Page 16
 • Scion 100% (2003)

• DENSO (24.74% – September 30, 2006)

• Toyota Industries (23.51% – March 31, 2006)

• Aisin Seiki Co. (23.0% – September 30, 2006)

• Fuji Heavy Industries (16.66% – June 28, 2008)

• Isuzu Motors (5.9% – November 10, 2006)

• PT Toyota Astra Motor (49% – 2003)

• Noble Automotive (23% – 2014)

• PT Toyota Motor Manufacturing Indonesia

 Models

Manufactured/assembled locally

Toyota currently manufactures several car models in India. Here are some of them

along with brief descriptions:

1 . Toyota Innova Crysta: The Innova Crysta is a popular MPV (Multi-Purpose

Vehicle) known for its spacious and comfortable interior, robust build quality, and

reliable performance. It offers seating for up to seven or eight passengers, depending on

the variant, making it suitable for families and commercial purposes.

2 . Toyota Fortuner: The Fortuner is a rugged SUV (Sports Utility Vehicle) designed

for both urban and off-road driving. It boasts a powerful engine, excellent ground

clearance, and advanced safety features. The Fortuner is favored by those seeking a

blend of luxury, capability, and versatility.

Page 17
3 . Toyota Glanza: The Glanza is a premium hatchback developed under a partnership

between Toyota and Suzuki. It shares its platform and design with the Suzuki Baleno.

The Glanza offers a stylish exterior, a comfortable interior, and efficient performance,

making it a compelling choice in the hatchback segment.

4 . Toyota Yaris: The Yaris is a compact sedan known for its sleek design, refined

driving dynamics, and advanced features. It offers a comfortable cabin with ample

legroom and a smooth ride quality. The Yaris is aimed at urban commuters looking for a

practical and reliable sedan.

5 . Toyota Camry Hybrid: The Camry Hybrid is a luxurious sedan that combines a

powerful petrol engine with an electric motor for enhanced fuel efficiency and reduced

emissions. It offers a spacious and opulent interior and advanced technology.

6. Toyota Urban Cruiser: A compact SUV based on the Maruti Suzuki Vitara

Brezza. The Urban Cruiser offers a bold design, spacious cabin, and reliable

performance, making it a versatile choice for city driving and weekend getaways.

7. Toyota Corolla Altis: A well-established sedan known for its reliability,

comfort, and practicality. The Corolla Altis offers a spacious cabin, smooth ride

quality, and a range of features for enhanced convenience and safety.

8. Toyota Etios Liva: A compact hatchback known for its practicality, fuel

efficiency, and affordability. The Etios Liva offers a spacious interior, comfortable

seats, and a reliable performance for daily commuting.

9. Toyota Etios Cross: A rugged crossover based on the Etios platform. The Etios

Cross combines the versatility of an SUV with the practicality of a hatchback,

making it suitable for both city driving and occasional off-road adventures.

Page 18
10.Toyota Hilux: The Toyota Hilux is a rugged and versatile pickup truck known

for its durability, reliability, and off-road capability. It has a robust build quality,

making it suitable for various demanding tasks, including commercial use,

adventure trips, and recreational activities.

Imported
1. Toyota Vellfire: The Toyota Vellfire is a luxury MPV known for its opulent

interior, advanced features, and spacious cabin. It offers premium amenities such as

reclining captain seats, ambient lighting, and a high-end entertainment system.

2. Toyota GR Supra: The Toyota GR Supra is a high-performance sports car

known for its sleek design, agile handling, and powerful turbocharged engine. It

offers exhilarating driving dynamics and a driver-focused experience on both road

and track.

3. Toyota Land Cruiser: The Toyota Land Cruiser is a legendary SUV known for

its ruggedness, off-road capabilities, and luxurious appointments. It offers a

commanding presence, advanced 4WD system, and a range of features for both on-

road and offroad adventures.

Page 19
4. Toyota Prius: The Toyota Prius is a hybrid hatchback known for its fuel

efficiency, eco-friendly credentials, and advanced technology. It offers a distinctive

design, comfortable ride, and a range of features geared towards sustainability-

conscious consumers.

5. Toyota Alphard: The Toyota Alphard is a luxury MPV known for its plush

interior, premium features, and smooth performance. It offers spacious seating,

advanced safety technology, and a high level of refinement for discerning

passengers.

6. Toyota GR Yaris: The Toyota GR Yaris is a high-performance hatchback

designed for rally racing homologation. It features a lightweight construction,

allwheel drive system, and a turbocharged engine, delivering impressive agility and

driving dynamics.

7. Toyota Mirai: The Toyota Mirai is a hydrogen fuel cell vehicle (FCV) known for

its eco-friendly propulsion system and futuristic design. It offers zero-emission

driving, long-range capability, and advanced technology for sustainable

transportation.

Page 20
Discontinued

1. Toyota Qualis (2000-2005)

 Sales And Service Network

As of April 2025, it has more than 707 dealerships in 286 cities across 28 states and

6 union territories of India.

Toyota, being one of the largest automobile manufacturers globally, has established

a comprehensive sales and service network across various countries, including India.

Here's an overview of Toyota's sales and service network:

Sales Network:

1.Dealerships: Toyota operates through authorized dealerships located in major

cities and towns across the country. These dealerships offer a range of Toyota

vehicles for sale, including passenger cars, SUVs, and commercial vehicles.

2.Showrooms: Toyota showrooms showcase the latest models and variants,

allowing customers to explore the features and specifications of each vehicle. Sales

Page 21
representatives are available to assist customers in selecting the right model based

on their preferences and requirements.

3.Online Platforms: Toyota provides online platforms where customers can

browse through vehicle options, compare models, and even initiate the purchase

process.

Some dealerships also offer online booking facilities for added convenience.

Service Network:

1.Service Centers: Toyota has a widespread service network consisting of

authorized service centers equipped with state-of-the-art facilities and trained

technicians. These service centers offer routine maintenance, repairs, and other

after-sales services for Toyota vehicles.

2. Mobile Service Units: In addition to fixed service centers, Toyota may also offer

mobile service units to provide on-the-go assistance for minor repairs, servicing, and

maintenance tasks.

3.Genuine Spare Parts: Toyota ensures the availability of genuine spare parts

through its service network, ensuring that customers receive high-quality

components for their vehicles' repair and maintenance needs.

4.Customer Support: Toyota provides dedicated customer support channels,

including helplines and online portals, where customers can seek assistance

regarding vehicle maintenance, service appointments, warranty claims, and other

related queries.

Page 22
5.Roadside Assistance: Toyota offers roadside assistance services to its customers,

providing support in case of emergencies such as breakdowns, flat tires, or

accidents. These services may include towing, battery jump-start, fuel delivery, and

other assistance as needed.

 Sales Performance
TKMPL sold vehicles in India in the year 2023 registering a growth rate of 40%

compared to 2021 sales., Toyota has historically been one of the leading automobile

manufacturers globally, renowned for its diverse lineup of vehicles, commitment to

quality, and innovation in automotive technology. The insights into Toyota's general

sales performance trends based on historical data up to that point:

1.Global Sales Growth: Toyota has consistently been among the top-selling

automakers worldwide, with steady growth in sales over the years. Its global

presence and diverse product portfolio spanning passenger cars, SUVs, trucks, and

hybrids have contributed to its sustained sales performance.

2.Regional Performance: Toyota's sales performance varies across different regions,

with strongholds in key markets such as North America, Asia, and Europe. In

regions like North America, models like the Camry, Corolla, and RAV4 have been

particularly popular, contributing significantly to overall sales figures.

Page 23
3.Hybrid and Electric Vehicles: Toyota has been a pioneer in hybrid vehicle

technology with its Prius model and has expanded its hybrid lineup over the years.

The growing demand for fuel-efficient and eco-friendly vehicles has bolstered sales

of Toyota's hybrid and electric vehicles in various markets.

4.Market Challenges: Like other automakers, Toyota has faced challenges such as

economic fluctuations, regulatory changes, supply chain disruptions, and

competition from other manufacturers. However, its strong brand reputation,

product reliability, and strategic investments have helped mitigate these challenges

to a considerable extent.

5.Focus on Emerging Markets: Toyota has been focusing on expanding its presence

in emerging markets, including countries in Asia, Africa, and Latin America, where

rising income levels and increasing urbanization present opportunities for growth.

Introducing affordable and locally-relevant models has been key to its success in

these markets.

6.Towards Sustainable Mobility: With growing concerns about environmental

sustainability, Toyota has been emphasizing the development and promotion of

sustainable mobility solutions, including hybrid, plug-in hybrid, electric, and fuel

cell vehicles. This strategic direction aligns with evolving consumer preferences and

regulatory requirements worldwide.

Overall, Toyota's sales performance reflects its ability to adapt to changing market

dynamics, innovate in automotive technology, and meet the evolving needs of

customers globally. For the most up-to-date sales figures and performance metrics,

it's best to refer to official reports and announcements from Toyota or reliable

automotive industry sources.

Page 24
 LITREATURE REVIEW
MARKETING MIX

“The marketing mix is “the set of marketing tools that a company

utilizes to achieve its marketing goals in the target market
environment.” According to marketers, it’s what makes your
product unique and different from the competition.”

The marketing mix, also known as the four P’s of marketing, refers to the

four key elements of a marketing strategy: product, price, place and

promotion. By paying attention to the following four components of the

marketing mix, a business can maximize its chances of a product being

recognized and bought by customers:

Product- The item or service being sold must satisfy a consumer's need or desire.

Price- An item should be sold at the right price for consumer expectations, neither

too low nor too high.

Promotion-The public needs to be informed about the product and its features to

understand how it fills their needs or desires.

Page 25
Place- The location where the product can be purchased is important for optimizing

sales.

 Marketing mix of Toyota

Manufactured in 1937, Toyota Motor Corporation is the biggest car manufacturer in

the world and has factories in various countries. Toyota has its headquarters in Japan

and is one of the world’s most profitable and successful car manufacturers.

Australia, which has oldest and smallest car industries, has played a vital role in the

development and success of Toyota. Kiichiro Toyoda incorporated the company as a

subsidiary from its father’s company Toyota Industries.

A construction and mining company known as Thiess imported the first set of

Toyota vehicles to Australia in the year 1958. Soon Toyota started selling

Landcruiser vehicles. Australian Motor Industries was launched in Melbourne and

manufactured Toyota corona and corolla cars. These cars were commercially

available in 1971, and by 1979 Toyota became the commercial leaders. The two

companies merged to form

Toyota Motor Corporation in 1988.

Toyota has around 67 manufacturing units in 26 nations across the world. Their

innovative hybrid and environmental technology has made it the leader of the

automotive industry. Toyota is trying to develop fuel cell technology, which will be
Page 26
incorporated in its future vehicles. It has dealerships all around the world and sells

an array of vehicles like SUV’s, cars, hybrids and trucks. Their brand is associated

with durability, quality, sustainability, safety, innovation and reliability.

 Product in the Marketing mix of Toyota

Toyota provides their customers with both tangible and intangible products ranging

from cars to warranties. A product of high quality is usually self-marketed, and this

is what makes Toyota vehicles so desirable.

Toyota also offers vehicle parts such as gears and other parts. As far as the

intangible parts are considered, they offer financial services, warranties, road

assistance, car services and extended warranties. Their extended warranties have

various mileage coverage options ranging from 36,000 to 1,00,00 miles.

Customer Interest tops the list of priorities for Toyota, and hence, they have a

research center totally dedicated to gathering data on the consumer expectations

Page 27
from Toyota. By 2005, they had invested 22.2 million in their research center.

Toyota has put together the Hybrid product line to deal with the increased prices of

gas. The first Hybrid car was Toyota Prius Hybrid, which can drive up to 48 miles to

its gallon. The Hybrid model was first launched in Japan in 1997, and 2001

worldwide. Camry and Highlander were later introduced in their Hybrid product

line.

Toyota offers a diverse range of products catering to various customer needs and

preferences. Its product lineup includes:

• Economy cars such as the Toyota Corolla, one of the best-selling cars in the

world.

• Luxury vehicles under its Lexus brand, which competes with other luxury

brands like Mercedes-Benz and BMW.

• SUVs and Trucks like the Toyota Land Cruiser and Tacoma, popular for

their durability and off-road capabilities.

• Hybrids and Electric Vehicles (EVs), including the Prius, which was one of

the first mass-produced hybrid vehicles, and newer fully electric models as

Toyota adapts to the shifting automotive landscape.

Page 28
Place in the Marketing mix of Toyota

Toyota always keeps its customer first and knows the importance of making its

product available to the target audience. They sell their vehicles through dealerships

and sales are made to costumers by the selling staff on one-to-one basis. The sales

staff in all these dealerships works together in teams of seven or eight similar to

their teams in the assembly plants. The staff is highly skilled with not only sales but

also product information, data collection, finance insurance and order taking. Toyota

focuses on the ‘pull’ strategy and make cars that the customer demands. Apart from

this, Toyota has sales representative going from door to door in Japan.

A typical dealership of Toyota is similar to the western dealership. They try to

minimize supply chain costs and keep a reasonable service level along with having

high quality products. They have organized suppliers into different tiers where the

first level suppliers work in a product development team. The second-tier suppliers

make individual parts. This enables cross sharing of the personnel as Toyota sends

their staff to the suppliers in case there is a work overload.

Toyota's distribution strategy ensures its products are widely accessible globally:

• Global Manufacturing: Toyota has manufacturing plants in over 27 countries

and regions, which helps reduce costs and make vehicles more accessible in

different markets.

• Dealerships: It sells vehicles through a vast network of authorized

dealerships, ensuring widespread availability to consumers.

Page 29
 • Logistics and Supply Chain Management: Toyota is renowned for its lean

manufacturing and just-in-time inventory systems, which ensure efficient

operations and reduce inventory costs.

Pricing in the Marketing mix of Toyota

Toyota became the second largest two-carmaker company in the year 2003. Due to

their innovative designs and heavy investments in promotional activities, they have

enticed customers all over the world. They built high quality vehicles and price them

moderately.

The selling price of any product is usually determined by the cost price and the

profit taken together. Any increase in the cost of production is directly passed to the

customers in terms of selling price. However, Toyota has a different approach. Even

though the formula is same they use it slightly differently making a huge

different. Instead of calculating the selling price, they calculate the profit. Thus, they

go by selling price-cost price=profit. They believe that it’s the market mechanisms

and the consumers who determine the selling price. They also give utmost attention

to waste elimination. The profit of the company has increased over time due to the

high quality and low-cost vehicles.

Toyota employs a competitive pricing strategy that caters to a broad market

segment.

Pricing strategies vary based on the market and include:

• Cost-based pricing: ensuring the pricing covers production costs plus a

margin.

• Market-oriented pricing: where prices are set according to comparable

vehicles in the market.

• Penetration pricing: for new markets or products, setting prices low to gain

market share quickly.

Page 30
 • Psychological pricing: setting prices that have a psychological impact, such

as pricing slightly below a round number (e.g., $19,995 instead of $20,000).

Toyota also uses value-based pricing for its higher-end products, such as the Lexus

line, where the focus is on the perceived value to the customer rather than just the

cost of production.

Page 31
Promotion in the Marketing mix of Toyota

Toyota uses different promotional strategies to increase their sales volume. They

advertise themselves through radio, newspapers, television, yellow pages, flyers,

billboards, Internet, word of mouth and brochures. They use catchy slogan to draw

attention to their brand. It has been ‘Moving Forward’ since 2004; however, they

have come with a new tagline in the US market – “Let’s Go Places”. In 2012, they

announced Virat Kohli as their brand ambassador in India.

In addition to this they started with a cash back offer. These offers are given by the

Toyota corporate to dealer and the consumers revive it as an instant rebate. Such

offers especially attract the non-cash buyers. Some of the promotional schemes also

allow the customers to use rebate as a down payment.

To promote their new model Yaris they come with a show called “The Block”. By

promoting shows they are able to reach a wider audience. In the show, they try to

entice customers by offering them a chance to win a new Toyota car.

The new tagline for the newly launched HILUX is ‘LIVE A FULLER LIFE’.

Toyota uses a variety of promotional strategies to reach and engage customers:

• Advertising: Toyota invests heavily in advertising through traditional media

(TV, radio, print) and digital platforms (social media, online ads).

• Sponsorships: Toyota sponsors various events, sports teams, and

organizations worldwide, enhancing its brand visibility and reputation.

• Sales promotions: Temporary incentives such as rebates, discounts, and

special financing offers are used to boost sales during certain periods.

• Public relations: Maintaining a strong public image through environmental

initiatives, safety improvements in vehicles, and community engagement.

Page 32
 OBJECTIVES OF THE STUDY

 To study the buying behavior of consumer towards Toyota Motors Cars.

 To Study the factors that influences the buying decision of a Toyota Motors.

 To study the problems faced by the customers of Toyota Motors.

 To study the satisfaction level of existing of customers Toyota Motors.

 To study the role of brand image in the purchasing decision of Toyota

Motors.

Page 33
 CHAPTER – III

RESEARCH METHODOLOGY

Page 34
 MEANING AND DEFINITION OF RESEARCH
Research is a systematic and scientific investigation of a topic or issue with the aim

of discovering new knowledge, solving problems, or answering questions. It

involves the collection and analysis of data or information through a structured

process, using a variety of methods and techniques. The primary goal of research is

to generate new knowledge and deepen understanding. This knowledge can be used

to inform decision-making, solve problems, or create innovative solutions. In many

fields, research is critical for advancing knowledge and improving the quality of life

for individuals and society as a whole.

Research can take many forms, depending on the field or context. It can involve

experiments, surveys, observations, case studies, literature reviews, or other

methods of gathering and analyzing data. Regardless of the method used, research

always involves a rigorous process of inquiry, analysis, and interpretation. The

research process typically begins with identifying a problem or question to

investigate, and formulating a clear research question or hypothesis to guide the

investigation. Researchers then select appropriate methods and techniques to collect

and analysis data, and use these data to draw conclusions and answer the research

question.Overall, research is a critical tool for advancing knowledge and promoting

innovation. It plays an important role in many fields, and is essential for solving

problems, improving the quality of life, and creating a better future for individuals

and society as a whole.

Page 35
 METHODOLOGY
Methodology refers to the set of procedures, techniques, and methods that are used

to conduct research or solve problems in a particular field of study. It is a systematic

approach that outlines the steps required to collect and analyse data, test hypotheses,

and draw conclusions. Methodology is critical in research and problem-solving as it

ensures that the results obtained are reliable and valid. Methodology refers to the

systematic and scientific approach used to conduct research, solve problems, or

perform tasks. It involves a set of principles, procedures, and guidelines that guide

the collection, analysis, and interpretation of data.

In research, methodology involves designing a study that will answer a research

question or test a hypothesis. This includes selecting the appropriate research

methods and techniques, defining the study population and sample, and selecting

data collection instruments. It also involves ensuring that the study is ethical and

adheres to standards of scientific rigor.

In problem-solving, methodology involves a structured approach to identifying and

defining the problem, collecting and analysing data, developing and evaluating

potential solutions, and implementing and monitoring the chosen solution.

Page 36
Research Design

A research design is the determination and statement of the general research

approach or strategy adopted for the particular project. It is the heart of the planning.

If the design adheres to the research objectives, it will ensure that the client need

will be served.

Research design is a plan structured and strategies of investigation. It is the

arrangement of condition and analysis of data in a manner to combine relevance to

the research purpose with economy in procedure.

In order to achieve the objective it was necessary to talk to the customers and public

to draws the conclusions regarding the objective. For collecting the relevant

information; a questionnaire will be design. The questionnaire will design in such a

manner to achieve the objective of the research. The sample was approximately 100.

Descriptive Research Design:

Descriptive research is also called Statistical Research. The main goal of this type

of research is to describe the data and characteristics about what is being studied.

The idea behind this type of research is to study frequencies, averages, and other

statistical calculations. Although this research is highly accurate, it does not gather

the causes behind a situation. Descriptive research is mainly done when a researcher

wants to gain a better understanding of a topic for example, a frozen ready meals

company learns that there is a growing demand for fresh ready meals but doesn’t

know much about the area of fresh food and so has to carry out research in order to

gain a better understanding. It is quantitative and uses surveys and panels and also

the use of probability sampling.

Page 37
Descriptive research is the exploration of the existing certain phenomena. The

details of the facts won’t be known. The existing phenomena’s facts are not known

to the persons.

The Research Methodology here includes: -

• RESEARCH DESIGN : DESCRIPTIVE RESEARCH

• SAMPLING DESIGN : SIMPLE RANDOM SAMPLE

• SAMPLING UNIVERSE : Raipur

• SAMPLE SIZE : 100

• DATA COLLECTION

INSTRUMENT : Questionnaire (Structured)

• DATA SOURCE : Primary & Secondary Sources

1. Primary Data:

Primary data consists of original information collected for specific purpose. The

primary data for this research study was collected through a direct survey with

the viewers guided by a structured questionnaire. The questions were structured

and direct as to make viewers understand easily.

2. Secondary Data:

Secondary data consists of information that already exists somewhere, having

been collected for specific purpose in the study. The secondary data for this

study collected from various books, company websites, and from company

brochures.

Page 38
 LIMITATIONS
1. The study relates only to the Customers of Raipur; the findings cannot be

true representation of all Customers. The personal bias of respondent has also been a

limitation.

2. Since the respondent's responses were immediate and the time taken for

deciding was less which led to responses with not much thought. Therefore, time

constraint has also been a limitation in this study.

3. Respondent's ignorance to certain questions also posed as barrier towards

certain responses.

Some possible methodological limitations here are:

Sample Size- Sample size in the research is small pouring in the complexity to find

significant relationships from the data, as statistical tests normally require a larger

sample size to ensure a representative distribution of the population and to be

considered representative of groups of people to whom results will be generalized or

transferred.

Longitudinal Effects - The time available to investigate the research problem and to

measure change or stability within a sample is constrained by the due date of this

project.

Page 39
 CHAPTER – IV
DATA ANALYSIS &
INTERPRETATION

1) Do you own a car? If yes, then which one?

Page 40
 (I)Toyota (II) Hyundai (III) Maruti (IV) Honda

S NO PRODUCT RESPONDENTS %

1 TOYOTA 60 60

2 HYUNDAI 20 20

3 MARUTI 15 15

4 FORD 5 5

TOTAL 100 100

CHART 1

5%
15%
TOYOTA
20% HYUNDAI
60%
MARUTI
FORD

Interpretation:

From above it can be stated that the general satisfaction level of for TOYOTA in
Raipur is 60%.

2) What are the sources of awareness?

Page 41
 The customer was enquired about the sources of awareness with regard to
TOYOTA. This will help to know us to which sources is playing a major role in
creating awareness among the customers.

S .NO ADVERTISEMENT RESPONDENTS %

1 T.V 35 35

2 NEWSPAPERS 25 25

3 FRIENDS 12 12

4 DEALERS 28 28

TOTAL 100 100

CHART-2

1 T.V 2 NEWSPAPERS 3 FRIENDS 4 DEALERS

T.V
DEALERS 35%
28%

FRIENDS NEWS
12% PAPERS
25%

Interpretation:

Out of the responses obtained from 100 customers 28% said that they became aware
of the Friends. And through the friends 35% of the customers are aware from the
T.V. And another 25% are aware of by the NEWS PAPERS. And only 12% are
aware by the DEALERS.

3) How satisfied are you with the services offered by Toyota ?

The customer was enquired about the level of satisfaction with regard to the
TOYOTA.

Page 42
 S NO SATISFACTION RESPONDENTS %

1 EXCELLENT 30 65

2 GOOD 10 20

3 AVERAGE 50 10

4 POOR 10 5

TOTAL 100 100

CHART-3

S NO SATICEFACTION 1 Excellent
2 Good 3 Average
4 Poor

5%
10%

20%
65%

Interpretation:

Out of the responses obtained from 100 customers 65% said that they are
EXCELLENT satisfied and 20% were GOOD and 10% were AVERAGE and 5%
where vehicle is poor. This data is obtained by most of members were satisfied by
TOYOTA.

4) What are the voluble attributes you normally look while purchasing a
fourwheeler?

S NO ATTRIBUTES RESPONDENTS

1 PERFORMENS 50 50

Page 43
 2 PRICE 10 10

3 DESIGN 30 30

4 OTHERS 10 10

TOTAL 100 100

CHART-4

OTHERS
10% DESIGN
30% 1 DESIGN
2 PRICE
3 PERFORMANCE

PRICE 4 OTHERS
PERFORMANCE 10%
50%

Interpretation:

From the above it can be stated that general normally any one while purchasing a
four-wheeler most of the members are seeing 50% of members are seeing
PERFORMENS and 30% of members are seeing DESIGN And 10% of members
are seeing PRICE and 10% of members are Others.

5) Do you suggest your friends to buy Toyota products?

The following table is regarding the customer likeliness in suggesting this

showroom to other friends. This is an indicator of customer satisfaction also.

Let’s see the responses.

S NO SUGGEST FRIENDS RESPONDENTS %

Page 44
 1 YES 90 90

2 NO 10 10

TOTAL 100 100

CHART-5

10%

1 YES
90%
2 NO

Interpretation:

A look at the chart shows that 90% of the members are suggesting and 10% of the
members are not suggesting.

6) How you measure the sales executive performance?

The following table shows “sales executive” role in explaining the features of the
car to customer. This helps to know how effective he is in his job let’s seeing the
response.

S NO EXPLANATION IN NUMBERS %

Page 45
 1 EXCELLENT 70 70

2 VERY GOOD 25 25

3 POOR 5 5

TOTAL 100 100

CHART-6

POOR
VERY GOOD 5%
25%
1 EXCELLENT
2 VERY GOOD
3 POOR
EXCELLENT
70%

Interpretation:

Out of 100 respondents 60 % of them felt the explanation to be “EXCELLENT”.

And 35% of them “VERY GOOD” and rest of 5% felt to be “POOR”. According to
them sales executives does knotty explain all feature POOR this kind of responses
need to be considered with seriousness.

7) What are the deliveries terms regarding query?

One of the major factors, which has great role in “CRM”, is the delivery terms
with regard to customer query or grievance.

S NO DELIVERY TERMS IN NUMBERS

1 TIMELY/PROMPTLY 60

2 SAFELY 30

Page 46
 3 INCONDITION 8

4 LATE 2

CHART-7

60

30

8
2

TIMELY/PROMPTLY SAFELY INCONDITION LATE

Interpretation:

From the above chart we conclude that most of the customer that is 70% of found
the delivery process is to be “TIMELY” and 25% of delivery process to be
“SAFELY” and 5% of delivery process to “INCONDITION”.

8) What is your opinion about mileage?

S NO OPINION RESPONDENTS %

1 EXCELLENT 50 50

2 GOOD 30 30

3 AVERAGE 15 15

4 POOR 5 5

TOTAL 100 100

Page 47
 CHART-8

1 TIMELY 2 SAFELY
3 DELIVERY PROCESS 4 IN CONDITION

15% 5%

20% 60%

Interpretation:

Out of the 100 respondents 50% of them told “EXCELLENT” and 30% of them told
“GOOD” and 15% of them told “AVERAGE” and 5% of them told “POOR”.

9) Is it helpful to attract customer through “ambience”?

The other factor, which has much influence on the customer, is the “AMBIENCE”
of the show room. This will help to know how the customer perceives this particular
show room in comparison with the other showroom.

S.NO SCALE RATING RESPONDENTS %

SHOWROOM 55 55
1
2 LIGHTING 25 25

3 APPEAL 10 10

4 OTHERS 10 10

Page 48
 TOTAL 100 100

CHART-9

10%
10%
SHOWROOM
55% LIGHTING
25%
APPEAL
OTHERS

Interpretation:

From the above graph we can conclude that out of 100 customers interviewed 55%
were telling that the ambience of showroom is “PLEASANT’ and 25% was telling
that the ambience of lighting “EXCELLENT” and 22% says “APPEAL” is very
good.

10) Since how many months have you been using Toyota car?

RESPONSE NO. OF RESPONDENTS PERCENTAGE

0-6 MONTHS 23 23%

6-12 MONTHS 37 37%

1-2 YEARS 36 36%

MORE THAN 2 YEARS 04 04%

TOTAL 100 100%

Page 49
 CHART-10

4%

23%
36% 0-6 months
6-12 months

37% 1-2 years

More than 2 years

Interpretation:

From the above table it is seen that 37% of the respondents have been using Toyota

products for past one year. While 36% have been using it for more than 1 year, and

a significant 23% of respondents have been using the service for less than six

months.

Only 4% of the respondents have been using Toyota products for more than 2 –
years.

11) Did you receive the product on delivery time ?

S.No Delivery time No of
percentage
A Yes 75%

B No 25%

Page 50
 CHART-11

Interpretation

the following graph shows the number of customers who receive the product on
delivery time is yes by 75 customers and no by 25 customers.

12) Are you satisfied with companies after sales Services?

S.No After sales service No of

percentage
A Satisfied 90%

B Not satisfied 10%

Page 51
 CHART-12

100%
90% 90%
80%
70%
60%
50%
40% Series1
30%
20% 10%
10%
0%
Satisfied Not satisfied
A B

Interpretation

The number of customers who satisfy/not satisfied with the after sales service of the
company from a number of 100 customers is satisfied 90 and 10 not satisfied.

13) How do you feel the experience at show room?

S.No Best Brand No of percentage

Ambassadors
A Satisfied 67%

B Not satisfied 33%

Page 52
 CHART-13

Interpretation

The following graph shows the consumer’s experience at show room the number of
customers who satisfy is 67% and who does not satisfy are 33%.

14) Were you offered test drive?

S.No Offered Test Drive No of

percentage
A Yes 90%

B No 10%

Page 53
 CHART-14

Offered Test Drive

B No, 10%, 10%

A Yes, 90%, 90%

A Yes B No

Interpretation

The following pie chart shows that 90% of the consumers were offered test-drive
while 10% were not offered test-drive due to some unavoidable reasons.

15) Are you satisfied with the usage of the car?

Sno. Usage of the Car No. of Percentage

A Fully Satisfied 60%
B Just Satisfied 20%
C Not Satisfied 20%

Page 54
 CHART-15

Usage of the Car

70%
60%
60%
50%
40%
30%
20% 20% No of percentage
20%
10%
0%
Fully Satisfied Just Satisfied Not Satisfied
A B C

Interpretation

The following chart shows that 60% of the consumers were fully satisfied while
20% were just satisfied and the remaining 20% were not satisfied with usage of the
car.

Page 55
 CHAPTER – V

FINDING, RECOMMENDATION &

CONCLUSION

FINDINGS

 Brand awareness has got a great range of influence on buying behavior.

Nowa-days people are Brand conscious. Products or Services having a good

Brand image has got a great range of influence on buying behavior.

Page 56
 Promoting a product and creating awareness through conducting event show

in different areas of a pre plane with bank manager and meeting with

customer personally has an influence on the people rather than non-personal

channels.

 The brand image of TOYOTA is Excellent. Everyone is aware of TOYOTA

as it is the fourth largest automobile company TOYOTA. In Raipur most of

the people are think that TOYOTA vehicles are for urbane people.

 In hatchback cars millage plays a major role on buying behavior. People who

are choosing hatch back car segment are mostly from employees and middle

class. They cannot effort more.

RECOMMENDATION

 Toyota should adopt the defensive marketing strategy because as being the

second largest car producer in the international market,

Page 57
  Toyota must at the moment carry out a feasibility study for launching a

vehicle in the domestic market where it has models like the Innova and

Camry amongst others.

 Toyota should conduct market survey in Indian market for quails in order to

know the perception of Indian consumers.

 Toyota should adopt an offensive marketing strategy for entering in the small

car segment. This market is dominated by Maruti Suzuki and Hyundai in the

Indian domestic auto market.

Toyota must plan out an ideal marketing producing capacity, because it faces the

problem of over and under capacity in case of upturn and downturn of the market.

CONCLUSIONS

A study was useful in understanding the customer relationship management of

TOYOTA CARS among a various customers launching new formulations can make

Innova to the pioneer in many market segments.

Fortuner and Innova were inferred that most customers of high-income group

preferred the supply of cars. About 70% of customers are aware of Innova and

Fortuner.

Page 58
Most of the customers agree that Innova is best quality with reasonable price the

attitude 50% of customers towards price of Innova Cars is reasonable But 10% of the

customers of asking for improvement in the quality.

Automotive industry today is among that industry that is in the interest of almost

every person of every age. Those who cannot buy a car there are some dreams for

their cars in their heads. As cars to be most attractive products and customers

consider it is part of the family after buying it, the car makers are very sensitive to

produce a product that can best fit customer requirements. There are different

strategies taken by different companies for the benefit of customers to have their best

cars.

APPENDICES

Page 59
 REFRENCES

Books

• Kotler, P (2002),” Marketing Management”, Millennium Edition, Tenth

Edition, Prentice Hall, Inc, A Pearson Education Company, Upper Saddle

River, New Jersey,pp.

• Hair, Joseph, F., Anderson, Rolph, E. and

Tatham Ronald, L.

(1987),Multivariate Data Analysis, New 'fork: MacMillan Publishing

Company.

• Helen Woodniffe (1997), "Financial Marketing",

Services

Marketing,Macmillion, Delhi.

Websites

 https://global.toyota/en/company/profile/overview/

 https://en.wikipedia.org/wiki/Toyota

 https://startuptalky.com/marketing-strategies-of-toyota/

 https://www.toyotabharat.com/documents/environment/sustain

-report/2022/Marketing_and_Branding_Promotion.pdf

 https://avada.io/resources/toyota-marketing-strategy.html

 https://panmore.com/toyota-marketing-mix-4ps-analysis

Page 60
 QUESTIONNAIRE

1. What does Toyota primarily manufacture?

a) Electronics

b) Furniture

c) Automobiles

d) Clothing

2. Which country is Toyota headquartered in?

a) Japan

b) United States

c) Germany

d) China

3. Which of the following is a popular Toyota sedan model?

a) Civic

b) Corolla

c) Camry

d) Accord

4. Toyota is known for pioneering and popularizing which type of vehicle?

a) Electric cars

b) Hybrid cars

c) Luxury cars

d) Sports cars

5. The Toyota Fortuner is famous for being:

a) Fully electric
Page 61
b) Diesel-powered

c) A hybrid vehicle

d) A compact SUV

6. In what year did Toyota start mass-producing automobiles?

a) 1937

b) 1950

c) 1900

d) 1965

7. Which of the following is a Toyota pickup truck model?

a) F-150

b) Silverado

c) Tacoma

d) Ram

8. Toyota's luxury vehicle division is known as:

a) Lexus

b) Infiniti

c) Acura

d) Genesis

9. Toyota has been a pioneer in developing which environmentally-friendly

technology in vehicles?

a) Solar power

b) Hydrogen fuel cells

c) Wind power

Page 62
d) Biofuels

10. Which Toyota model is a popular SUV?

a) RAV4

b) Civic

c) Land Cruiser

d) Sonata

11. What is the name of Toyota's sports car model?

a) Mustang

b) Camry

c) Supra

d) Dodge

12. Toyota's slogan "Let's Go Places" emphasizes:

a) Adventure and exploration

b) Reliability and safety

c) Luxury and comfort

d) Speed and performance

13. Which of the following is a Toyota luxury sedan model?

a) Corolla

b) Avalon

c) Yaris

d) Prius

14. Which of the following features is Toyota known for in its vehicles?
Page 63
a) High maintenance costs

b) Fuel inefficiency

c) Reliability and durability

d) Slow acceleration

15. Toyota's global presence includes manufacturing and sales in how many
countries?

a) Over 100

b) Around 50

c) Less than 20

d) Exactly 200

Page 64
RESPONSE SHEET

Page 65
Page 66
Page 67
Page 68
KAIZEN TOYOTA RAIPUR

Page 69