Executive Summary

EXECUTIVE SUMMARY
In the current world of marketing, consumer behavior has become an imperative part for boththe
consumers and the companies selling different types of products. A perspective of marketing is about
making a consumer realize that they want your product, even thoughinitially they might not.
Consumer behavior is such a thing which depicts consumer's attitudetowards a product. It shows
consumer's likeness or this likeness towards the product.Consumer behavior plays a very important
role in the success or failure of a product. If aconsumer is satisfied from the product then his behavior
would be positive towards theproduct and if he is not satisfied from the product then his behavior
would be negativetowards the product. A company's success largely depends upon the consumer's
positivebehavior. Today's consumer is very well aware about the products available in the market.
Heknows what a good product is and what a bad product is. He is well educated and decides
topurchase goods on merit. He will never go for such products which do not meet the
qualitystandards. He will buy only those things which will truly satisfy his needs and
expectations.Today's global companies truly believe on this idea that a consumer must be fully
satisfied.For this purpose they have the special departments like Research and Development.
Theseglobal companies keep on doing research on the products and their customers. From
researchand surveys companies get the true picture of its standing in the market. According to
theconsumers' feedback they further develop and improve their products. For consumer it is an
advantage that the companies‟ gives respect to his views and attitude and bri
ng changes in theproducts accordingly. Understanding how to utilize the information gleaned from
consumerbehavior is the key. Armed with this information marketers can focus on producing
productsand/or services targeted markets are actually interested in, and they can also figure out how
todevelop effective campaigns. Consumers today have become much more knowledgeable
andconscious in their consumption behavior than they were one or two decades ago. Now a day,in
consuming products and services consumers go through an extensive thought process
which determines one‟s certain action in their consumption behavior. Also, people get
influenced by their parents, peers, relatives and in most cases by their previous experienceswhich help
them to create a certain perception or image about any brand or product. Thisperception drives them
into showing different attitudes towards different products andeventually buying or rejecting these
products in the reflection of satisfaction ordissatisfaction. In this report, we have also tried to find out
these similar aspects. We have
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conducted a brief survey among certain group of people‟s within a specified sample size toget the
idea about people‟s perception and attitude towards their purchase behavior in
purchasing T
oyota Cars (Allion/ Premio‟s). We have asked question which would help us to
find out which demographic group is showing what type of purchase behavior. Also, we havetried to
measure the features that are valuable to the consumers while purchasing Toyota Cars(Allion/
Premio), through specific sets of question. Analysis of the answers of these questionswould give us a
clear indication whether the consumers are satisfied or not and from thesefindings companies can
undertake necessary customer satisfaction and customer retentionprograms. Whole of this analysis of
customer perception, preference and purchase behaviorwould help the company to draw proper
marketing strategies which will eventually help themto increase their market share. We have
described the methodologies we have used in order tosurvey the sample population. In places we have
even identified some of the limitations bysome of those methodologies where necessary. We
presented a detailed analysis of ourfindings in the later parts of the report and lastly we have
recommended any possiblesolutions for the improvement of the current situation based on the
findings
INTRODUCTION
Toyota has grown to a large multinational corporation from where it started and expanded todifferent
worldwide markets and countries. It displaced GM and became the world's largestautomobile maker
for the year 2008. It held the title of the most profitable automobile maker(US$11 billion in 2006)
along with increasing sales in, among other countries, the
UnitedStates. Toyota Motor Corporation abbreviated TMC,
is amultinationalautomobilemakerheadquartered inToyota, Aichi,Japan. In 2010, Toyota employed
317,734 peopleworldwide and was the world's largestautomobile manufacturerby production. The
companywas founded byKiichiro Toyodain 1937 as a spinoff fromhis
father'scompanyToyotaIndustriesto create automobiles. Three years earlier, in 1934, while still a
departmentof Toyota Industries,it created its first product, theType A engine,and, in 1936, its
firstpassenger car, theToyota AA.Toyota Motor Corporation group companies are Toyota(including
theScionbrand),Lexus,Daihatsuand,Hino Motorsalong with several "non-automotive" companies.
Toyota has been a leader in environmentally friendly vehicletechnologies, most notably theRAV4
EV(produced from 1997 to 2003) and theToyota Prius

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