A

PROJECT REPORT
ON
MARKETING STRATEGIES OF JIO4G
In the partial fulfilment of the Degree of

Bachelor of Business Administration

From

CH. CHARAN SINGH UNIVERSITY, MEERUT

Submitted To: Submitted By:

DR. MEHAK KAJAL KHURANA
Assistant Professor Roll no.
BBA 6TH SEM

DISHA BHARTI COLLEGE OF MANAGEMENT AND EDUCATION

Opp. D.P.S., Delhi Road Saharanpur 247001

1
 DECLARATION BY STUDENT

I the undersigned solemnly declare that the report of the research report work
entitled customer satisfaction is based on my own work carried out during the
course of my study under the supervision of Dr. Mehak.

I assert that the statements made and the conclusions drawn are an outcome of
my research work. I further declare that to the best of my knowledge and belief
the report does not contain any part of my work which has been submitted for
the award of BBA degree or any other degree/diploma/certificate in this
university or any other university.

2
 ACKNOWLEDGEMENT

I would like to take an opportunity to thank all the people in collecting the
necessary information and making of the report. I am grateful to all of them for
their time and wisdom.
My project becomes a reality only because of cooperation of many people who
had helped me in completing this project. I sincerely extend my gratitude to Dr.
MEHAK who has given me this golden opportunity to have an insight in the
corporate world and who has been a source of guidance and support.

KAJAL KHURANA

3
 INDEX

Serial No. Particulars Page No.

1. CHAPTER 1(INTRODUCTION AND LITERATURE REVIEW: Topic, 1-29
Industry and Firm)
 Introduction
 Company profile
(Theoretical concept about the topic such as importance, function, role, type etc)
2. CHAPTER 2 (RESEARCH OBJECTIVES AND METHODOLOGY) 29-36
 Research Objective of the study
 Research methodology
 Research Design
Types of Research Design
 Data Collection
Sources of data collection (Primary & Secondary)
 Sampling Design
Population/Universe
Sampling Unit
Sample Size
Sampling Area
Sampling Technique

3. CHAPTER 3 (DATA ANALYSIS AND INTERPRETATION) 38-49

 Data Processing
 Analysis of the problem under study
 Interpretation of the study

4. FINDINGS 51
5. LIMITATIONS 52
6. SUGESSTION 53
7. CONCLUSION 54
8. BIBLOGRAPHY 55
9. ANNEXURE 56

4
 CHAPTER 1
INTRODUCTION AND LITERATURE REVIEW

5
INTRODUCTION

Competition is hitting up in the sports utility vehicle segment (SUV) in India once again. Even
as Mahindra & Mahindra Ltd is in the process of rolling out an integrated marketing plan to
announce the prelaunch of Scorpio, Tata Motors is drawing up an aggressive marketing
strategy to popularize its recently-launched petrol variant of Tata Safari.

For starters, Mahindra & Mahindra Ltd has launched a multi-media ad campaign to promote
the new avatar of Scorpio. Created by Interface Communications, the mass media campaign
includes a series of press advertisements and a television commercial. As for the rationale
behind the prelaunch of Scorpio, says Mahindra & Mahindra Ltd executive vice-president
(marketing & sales) Rajesh Jejurikar: “After conducting an extensive market research (with
AC Nielson), we upgraded our existing model with new features. However, the positioning of
the brand will remain the same so the adline will continue to be the same—‘Nothing Else Will
Do.’”
The company plans to focus on press ads to highlight the new features and improved fuel
efficiency of the upgraded version of Scorpio. “To support mass media advertising, we’ll be
hosting roadshows and ground promos. Till now we have sold over 20,000 Scorpios since we
launched this brand. With this improved version, we will phase out the old brand,” hisadds. In
addition, Mahindra & Mahindra has recently launched a nationwide talent search programmed
titled ‘Scorpio Speedster with Timex’ in 10 cities across the country. Through this initiative,
the company plans to strengthen Scorpio’s brand positioning of being a youthful and sporty
SUV, says MrJejurikar.Tata Motors is gearing up to launch a new multi-media ad campaign to
announce the new variant of Tata Safari, the petrol version. On Tata Motors new marketing
strategy, says Ogilvy & Mather India clients service director SharmilaMalekar: “To announce
the launch of Tata Safari (petrol variant), we will be launching a multi-media ad campaign
within a month. The new campaign will include, press ads, TVCs and radio advertising. There
will be a new adline too.”

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At present, the baseline for Tata Safari is ‘Make Your Own Roads’. In addition to mass media
advertising, the agency will continue to focus on its CRM initiatives such as the Tata Safari
Explorer Club to promote the new avatar of Tata Safari.
In the Indian automobile industry, SUVs today account for only 15 per cent of the total market
unlike western countries where it is almost 80 per cent

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WHAT IS MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. Marketing strategy includes all basic and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and therefore contributes to
the goals of the company and its marketing objectives.

TYPES OF STRATEGIES

Marketing strategies may differ depending on the unique situation of the individual business.
However there are a number of ways of categorizing some generic strategies. A brief
description of the most common categorizing schemes is presented below:

 Strategies Based On Market Dominance

In this scheme, firms are classified based on their market share or dominance of an industry.

 Porter generic strategies

Strategy on dimensions on strategic scope and strategic strength. Strategic scope refers to the
market penetration while strategic strength refers to the firm’s sustainable competitive
advantage. The generic strategy framework comprises two alternative scopes. These are-
Differentiation and low-cost leadership each with a dimension of focus-broad or narrow

 Innovative Strategy

This deals with the firm’s rate of the new product development and business model innovation.
It asks whether the company is on cutting edge of technology and business innovation.

AN OVERVIEW OF INDIAN CAR INDUSTRY

8
Starting its journey from the day when the first car rolled on the streets of Mumbai in 1898, the
Indian car industry has demonstrated a phenomenal growth to this day. Today, the Indian car
industry presents a galaxy of varieties and models meeting all possible expectations and
globally established industry standards. Some of the leading names echoing in the Indian car
industry include Maruti Suzuki, Tata Motors, Mahindra and Mahindra, Hyundai Motors, Hero
Honda and Toyota Motors etc.

During the early stages of its development, Indian car industry heavily depended on foreign
technologies. However, over the years, the manufacturers in India have started using their own
technology evolved in the native soil. The thriving market place in the country has attracted a
number of car manufacturers including some of the reputed global leaders to set their foot in
the soil looking forward to enhance their profile and prospects to new heights.

In 1940s the Indian automotive industry was at a very low stage. An embryonic automotive
industry emerges in India. In the initial years after independence Indian automobile industry
was plagued by unfavorable government policies. All it had to offer in the passenger car
segment was a 1940s Morris model called the Ambassador. In 1953, government of India and
private sector came together to build an automotive component manufacturing industry to meet
the rising needs of the automobile industry.

Ford and General Motors, sensing the potential, set up local companies that year to sell and
service their motor cars and trucks. In 1928, General Motors India Ltd commenced assembling
trucks and cars in its factory in Bombay, the first car assembled in India rolling off the assembly
line on December 4th. Two years later, Ford Motor Co of India Ltd commenced assembly of
automobiles in Madras, and the next year in Bombay and Calcutta. And in 1936, Addison &
Co Ltd commenced assembly of cars and trucks in Madras.

Hindustan Motors Ltd, Calcutta, and Premier Automobiles Ltd, Bombay, were established in
1942 and 1944 respectively to progressively manufacture complete automobiles. Hindustan
Motors, a Birla group company, began manufacturing operations in 1948 by assembling Morris

9
Oxford cars and Bedford trucks, gradually indigenizing the components. In 1957, the Morris
Oxford, substantially indigenized, was re-introduced as the Hindustan Ambassador.

The car sector of India is the seventh largest in the world. The country is the largest
manufacturer of motorcycles and the fifth largest producer of commercial vehicles. Industry
experts have visualized an unbelievably huge increase in these figures over the immediate
future. In the year 2009, India rose to be the fourth largest exporter of cars following Japan,
South Korea and Thailand.

10
COMPANY’S
PROFILE

11
Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. The
company was established in 1950 as a locomotive manufacturing unit and later expanded its
operations to commercial vehicle sector in 1954 after forming a joint venture with Daimler-
Benz AG of Germany. Despite the success of its commercial vehicles, Tata realized his
company had to diversify and he began to look at other products. Based on consumer demand,
he decided that building a small car would be the most practical new venture. So in 1998 it
launched Tata Indica, India's first fully indigenous passenger car. Designed to be inexpensive
and simple to build and maintain, the Indica became a hit in the Indian market. It was also
exported to Europe, especially the UK and Italy. After years of dominating the commercial
vehicle market in India, Tata Motors entered the passenger vehicle market in 1991 by launching
the Tata Sierra, a multi utility vehicle. After the launch of three more vehicles, Tata
Estate (1992, a station wagon design based on the earlier 'Tata Mobile' (1989), a light
commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first sports utility
vehicle). Tata launched the Indica in 1998, the first fully indigenous passenger car of India.
Though the car was initially panned by auto-analysts, the car's excellent fuel economy,
powerful engine and aggressive marketing strategy made it one of the best selling cars in the
history of the Indian automobile industry. A newer version of the car, named Indica V2, was a
major improvement over the previous version and quickly became a mass-favorite. Tata Motors
also successfully exported large quantities of the car to South Africa. The success of Indica in
many ways marked the rise of Tata Motors.

12
Production

Although the sector was hit by economic slowdown, overall production (passenger vehicles,
commercial vehicles, two wheelers and three wheelers) increased from 10.85 million vehicles
in2007-08 to 11.17 million vehicles in 2008-09. Passenger vehicles increased marginally from
1.77million to 1.83 million while two-wheelers increased from 8.02 million to 8.41 million. In
recent times, India has emerged as one of the favorite investment destinations for automotive
manufacturers.

•Volvo Buses India is eyeing 35 per cent growth in domestic sales this year at 550-600 units as
against around 440 units sold in 2008.

•Toyota Kirloskar Motor Pvt Ltd (TKML), the Indian subsidiary of Japan’s Toyota
Motor Corp, is increasing its investment by US$ 164.8 million at its manufacturing site
near Bangalore, to touch US$ 824.32 million by 2016.

•French carmaker, Renault, has completely recast its plans for India as part of a new, aggressive
approach that will see it producing cars in its Chennai plant by 2011.

•Hyundai has made India its global hub for manufacturing small cars. It will invest US$
1 billion in its second plant in Chennai by 2013. In addition, it is also investing US$ 40 million
in its research and development (R&D) facility in Hyderabad.

•General Motors has so far invested about US$ 1 billion into its Indian operations.

•Mercedes-Benz will invest about US$ 64. 21 million in its plant at Chakan near Pune.

13
Domestic Market

Sales of cars and commercial vehicles have been impacted due to global economic slowdown.
However, in spite of that there has been a marginal increase in the number of vehicles sold in
2008-09 as compared to 2007-08. Total number of vehicles sold including passenger vehicles,
commercial vehicles, two-wheelers and three-wheelers in 2008-09 was 9.72 million as
compared to 9.65 million in 2007-08. According to an Ernst &Young analysis, passenger
vehicle sales in the country will grow at a CAGR of 12 per cent to touch 3.75 million units by
2014 as against 1.89 million units at the end of 2008-09. While domestic market is expected to
contribute 2.75 million units to the total tally, the remaining 1 million units would contribute
towards exports. Likewise, as per estimates by CARE Research, the domestic two-wheeler
sales will grow at a CAGR of 8.8 per cent by 2014 at11.3 million units vis-a-vis 7.43 million
units in 2008-09. Honda Siel Cars India (HSCI), the Indian subsidiary of the Japanese giant
Honda Motor Co, said that its sales will register double digit growth in the current financial
year. The company expects its total sales to be around 60,000-65,000 units during the current
year, up from 55,250 cars sold in 2008-09.

14
Exports

According to the Society of Indian Automobile Manufacturers (SIAM), automobile sales

(including passenger vehicles, commercial vehicles, two-wheelers and three-wheelers) in the
overseas markets increased to 1.53 million units in 2008-09 from 1.23 million units in 2007-
08. Export of passenger vehicles increased from 218,401 in 2007-08 to 335,739 units in 2008-
09. The growth in export was led by Hyundai Motor India, followed by others such as MSIL,
Mahindra Renault, Fiat India Automobiles, General Motors India and Honda Siel Cars India

Policy

15
In order to make India a power to reckon with in the automotive sector the government
launched the Automotive Mission Plan (AMP) 2006-2016. The vision of the AMP is "to
emerge as the destination of choice in the world for design and manufacture of automobiles
and auto components with output reaching a level of US$ 145 billion accounting for more than
10 per cent of the GDP and providing additional employment to 25 million people by 2016."
As per the AMP, it is estimated that the total turnover of the automotive industry in India would
be in the order of US$ 122 billion-159 billion in2016. It is expected that in real terms, India
would continue to enjoy its eminent position of being the largest tractor and three-wheeler
manufacturers in the world and the world's second largest two-wheeler manufacturer. By 2016,
India will emerge as the world's seventh largest car producer (as compared to the eleventh
largest currently) and retain the fourth largest position in world truck manufacturing sector.
Further, by 2016, the automotive sector would double its contribution to the country's GDP
from current levels of five per cent to 10 per cent.

16
VISION
AND
MISSION

17
18
19
PRODUCT RANGE

Tata Sumo

Production 1994–present

Assembly Pune, India

Successor Victa, Victa DI, Sumo Grande

Class MUV, SUV (Sumo Grande)

Body style 5-door, Body on Frame

Layout Front Engine, Rear Wheel Drive

Engine 2.0L IDI

Transmission 5-speed manual

Wheelbase 2,400 mm (94.5 in)

Length 4,450 mm (175.2 in)

Width 1,756 mm (69.1 in)

Height 1,906 mm (75.0 in)

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Tata Safari

Manufacturer Tata Motors

Also called Tata Dicor

Production 1998–present

Class SUV

Body style 5-door SUV

Engine 2.0L turbodiesel I4

2.2L turbodiesel I4
3.0L turbodiesel I4

Transmission 5-speed manual

Wheelbase 2,650 mm (104.3 in)

Length 4,650 mm (183.1 in)

Width 1,918 mm (75.5 in)

Height 1,925 mm (75.8 in)

Kerb weight 1,920 kg (4,233 lb)

Related Tata Sumo

21
Tata Indica

"Tata Indica V2"

Manufacturer Tata Motors

Production 1998–present

Assembly Pune, Maharashtra, India

Class Supermini car

Layout FF layout

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Tata Nano

Manufacturer Tata Motors

Also called one-lakh car

Production 2008–present

Assembly Pantnagar, Uttarkhand, India[1]

Charodi, Gujarat, India (since June 2010)[2]

Class City car

Body style 4-door

Layout RR layout

Engine 2 cylinder SOHC petrol Bosch multi-point

fuel injection (single injector) all
aluminum 624 cc (38 cu in)

Transmission 4 speed synchromesh with overdrive in 4th

Wheelbase 2,230 mm (87.8 in)[3]

Length 3,099 mm (122.0 in)[3]

Width 1,495 mm (58.9 in)[3]

Height 1,652 mm (65.0 in)[3]

Kerb weight 600 kg (1,300 lb)–635 kg (1,400 lb)[3]

Designer Justin Norek of Trilix, Pierre Castine[4]

23
ALL Products

Passenger cars and utility vehicles

Tata Sierra (Discontinued)

Tata Estate (Discontinued)
Tata Sumo/Spacio
Tata Sumo Grande
Tata Safari
Tata Indica
Tata Vista
Tata Indigo
Tata Manza
Tata Indigo Marina
Tata Winger
Tata Magic
Tata Nano
Tata Xenon XT
Tata Aria
Tata Venture
Tata Iris

Concept vehicles
2000 Aria Roadster
2001 Aria Coupe
2002 Tata Indiva
2004 Tata Indigo Advent
2005 Tata Xover
2006 Tata Cliffrider
2007 Tata Elegante
2009 Tata Pr1ma
2010 Tata Versa

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2010 Tata Essota
2011 Tata Pixel

Commercial vehicles
Tata Ace
Tata Super Ace
Tata TL/Telcoline/207 DI Pickup Truck
Tata 407 Ex and Ex2
Tata 709 Ex
Tata 809 Ex and Ex2
Tata 909 Ex and Ex2
Tata 1109 (Intermediate truck)
Tata 1512 (Medium bus chassis)
Tata 1612/1616 (Heavy bus chassis)
Tata 1618 (Semi Low Floor bus chassis)
Tata 1623 (Rear Engined Low Floor bus chassis)
Tata 1518C (Medium truck)
Tata 1613/1615 (Medium truck)
Tata 2515/2516 (Medium truck)
Tata Starbus (Branded Buses for city, inter city, school bus and standard passenger
transportation)
Tata Divo (Fully built luxury coach)
Tata CityRide (12 – 20 seater buses for intra-city use)
Tata 3015 (Heavy truck)
Tata 3118 (Heavy truck) (8×2)
Tata 3516 (Heavy truck)
Tata 4018 (Heavy truck)
Tata 4923 (Ultra-Heavy truck) (6×4)
Tata Novus (Heavy truck designed by Tata Daewoo)
Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)

Military vehicles
Tata LSV (Light Specialist Vehicle)

25
Tata Mine Protected Vehicle (4×4)
Tata 2 Stretcher Ambulance
Tata 407 Troop Carrier, available in hard top, soft top, 4×4, and 4×2 versions
Tata LPTA 713 TC (4×4)
Tata LPT 709 E
Tata SD 1015 TC (4×4)
Tata LPTA 1615 TC (4×4)
Tata LPTA 1621 TC (6×6)
Tata LPTA 1615 TC (4×2)
Tata Winger Passenger Mini Bus

26
 MARKETING
STRATEGIES ADOPTED
BY TATA

27
Marketing strategy
It is a process that can allow an organization to concentrate its limited resources on the greatest
opportunities to increase sales and achieve a sustainable competitive advantage. Marketing
strategy includes all basic and long-term activities in the field of marketing that deal with the
analysis of the strategic initial situation of a company and the formulation, evaluation and
selection of market-oriented strategies and therefore contributes to the goals of the company
and its marketing objectives.

28
SALES STRATEGY

Sales promotion

According to American Marketing Association, sales promotion refers to “those activities other
than personal selling, advertising & publicity that stimulate consumer purchasing & dealer
effectiveness, such as display shows & exhibitions and various other non-recurrent selling
effort not in ordinary routine.”

Sales Promotion Objectives

 To increase the sales & encourage the present consumers to use more frequently.

 To attract new customers by means of incentive campaigns etc.

 To build buying habit.

 To motivate & attract the sales force and get their cooperation.

 To improve manufacturer-dealer relationship.

 To help the new product enter into existing and new market.

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Importance of Sales Promotion

Spread Information.

Stimulate Demand.

Creates Product Identity.

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Sales Promotion Method

SALES MEANING OBJECTIVES

PROMOTION
METHOD

1.Price Offers Offering a product at a lower than the To encourage immediate sales,
normal price. attract non-users,etc.

2.Coupon When the consumer is entitled to redeem To encourage product trail, build
a specific standard certificate for a loyalty, trade – up regular users,
product free or in part payment. stimulate re-purchase rate.

3.Discounts Other than normal trade & cash To push more sales to trade, early
discount. cash recovery.

4.Dealer Sales Where participating dealers are invited To increase sales, buy dealer’s
Contests to compete in terms of the sales loyalty; motivate dealer’s staff to sell
performance. more.

5.Dealer gifts Offer of useful articles & attractive gifts To improve dealer relations, make
to dealers for his personal, family or impact on consumer.
office use.

31
SALES PROMOTION STRATEGY

 Tata True Value Outlet:-

Tata has aided customers by providing them the facility to bring their vehicle to a 'Tata True
Value' outlet and exchange it for a new car, by paying the difference. They are offered loyalty
discounts in return. This helps them retain the customer.

 Tata Call Center:-

Tata has proper customer complain handling cell under the CRM department. The customer
care will help the customers solving all their problems and answer all their grievances.

 Tata Insurance:-

It is launched in 2002 Tata provides vehicle insurance to its customers with the help of National
Insurance Company, Bajaj Allianz. The service was set up by the company with the inception
of two subsidiaries Tata Insurance Distributors Service Pvt. Ltd. And Tata Insurance Brokers
Pvt. Ltd

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Promotional Strategies

Road Shows

The company plans to stage road shows, to display vehicles in the pavilions during various
college festivals and exhibition. This car will appeal to youngsters more.

Television advertisements

Advertisements to promote and market our product will be shown on leading television
channels. Major music and sports channels will promote and they will reach out to the youth
will be promoted through Star, Zee, etc as it has more viewers.

Radio

Radio is the medium with the widest coverage. Studies have recently shown high levels of
exposure to radio broadcasting both within urban and rural areas, whether or not listeners
actually own a set. Many people listen to other people's radios or hear them in public places.
So radio announcements will be made and advertisements will be announced on the radio about
the product features and price, qualities, etc.

Print Ads

Daily advertisements in leading newspapers and magazines will be used to promote the
product. Leaflets at the initial stage will be distributed at railway stations, malls, college areas
and various other locations.

Workshops and Seminars

Workshops and seminars will be held in colleges and big corporate to make people aware about
the companies past performance and product features, its affordability and usage, vast
distribution network. Road shows will be conducted where free trials of the car would be given.

33
COMPETITVE
ADVANTAGE
OF
TATA

34
 Dealer network across the country

Wide dealership network allows the company to service customers over a wider geographical
area than competitors. Currently, there are 140 outlets of Tata Motors.

 True Value Operations

MUL providing its customers an opportunity to resale their car to MUL or exchange with anew
Tata car under its ‘True Value´ network has proven really beneficial. In FY07True Value
network touched 10000 units a month and more than 90% of that resulted in the exchange of a
new car

 Presence across segments

In a car manufacturing plant, the press shop, paint shop, engine and transmission assembly,
and machine shop are used for manufacturing different models A presence across various
segments ensures that the company retains its existing customers by offering them upgrades
from its portfolio of models.

35
 CHAPTER2

RESEARCH OBJECTIVE AND METHODOLOGY

36
RESEARCH OBJECTIVE OF THE STUDY

The objective is to study those factors which can accelerate the marketability of the TATA
VISTA compared to its competitors.

 To understand the market potentiality for VISTA.

 To determine the acceptable price of the product.

 To determine the requirements and needs of the potential customers.

 To serve the customer through channel of distribution.

 To face the keen competition.

37
AREA CONSIDERED FOR THIS STUDY ARE:

Automobile history

Industry investment

Industry growth

Vehicle production

Auto export

Auto companies

38
RESEARCH METHODOLOGY

The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information.
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem along
with the logic behind them. It is necessary for the researcher to know not only the research
methods or techniques but also the methodology.

RESEARCH DESIGN

39
Research designs are concerned with turning the research question into a testing project. The
best design depends on your research questions. Every design has its positive and negative
sides. The research design has been considered as a "blueprint" for research, dealing with at
least four problems: what questions to study, what data are relevant, what data to collect, and
how to analyze the results.

Types of Research Design

Exploratory Research:

Exploratory research is a type of research conducted for a problem that has not been clearly
defined. Exploratory research helps determine the best research design, data collection method
and selection of subjects. It should draw definitive conclusions only with extreme caution.
Given its fundamental nature, exploratory research often concludes that a perceived problem
does not actually exist. Exploratory research often relies on secondary research such as
reviewing available literature and/or data, or qualitative approaches such as informal
discussions with consumers, employees, management or competitors, and more formal
approaches through in-depth interviews, focus groups, projective methods, case studies or pilot
studies. The Internet allows for research methods that are more interactive in nature.

Descriptive research:

Descriptive research, also known as statistical research, describes data and characteristics about
the population or phenomenon being studied. However, it does not answer questions about eg:
how/when/why the characteristics occurred, which is done under analytic research. Although
the data description is factual, accurate and systematic, the research cannot describe what
caused a situation. Thus, Descriptive research cannot be used to create a causal relationship,
where one variable affects another. In other words, descriptive research can be said to have a
low requirement for internal validity. The description is used for frequencies, averages and
other statistical calculations. Often the best approach, prior to writing descriptive research, is
to conduct a survey investigation. Qualitative research often has the aim of description and

40
researchers may follow-up with examinations of why the observations exist and what the
implications of the findings are.

Causal Research:

It is the testing of a hypothesis on the cause and effect within a given market. Casual Research
explores the effect of one thing on another and more specifically, the effect of one variable on
another. The research is used to measure what impact a specific change will have on existing
norms and allows market researchers to predict hypothetical scenarios upon which a company
can base its business plan. For example, if a clothing company currently sells blue denim jeans,
casual research can measure the impact of the company changing the product design to the
color white. Following the research, company bosses will be able to decide whether changing
the color of the jeans to white would be profitable. To summaries, casual research is a way of
seeing how actions now will affect a business in the future.

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DATA COLLECTION METHOD

Market research requires two types of data i.e. secondary data and primary data. Primary data
has been used abundantly for the study. Well-structured questionnaires were prepared & the
survey was undertaken. Feedback for the display has been taken by asking questions &
observation has also done to gather primary information.

There is also a use of secondary data, collected from the various journals, books, and websites
& from company managers.

The selection of respondents were accordingly to be in a right place at a right

time and so the s a m p l i n g w e r e q u i t e e a s y t o m e a s u r e , e v a l u a t e a n d c o -
o p e r a t i v e . I t w a s a r a n d o m l y a r e a sampling method that attempts to obtain the
sample of convenient.

PRIMARY:

For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:

The secondary data has been collected from the following modes:
 Magazines
 Newspaper
 Data through internet sources
 Data collected from organization

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Area of research: SAHARANPUR

Research approach: Survey method

Sample size: 20-30 respondents

Sampling Method: Random Convenience sampling

Sample Unit: Customer of Vodafone

Measuring Tool: Questionnaire

43
SAMPLING PROCEDURE:-

Random Convenience sampling

It is a sampling method in which units are selected based on easy access/availability. The
disadvantage of convenience sampling is that the units that are easiest to obtain may not be
representative of the population. For example products on top of a box of parts may be a
different quality from those at the bottom, people who are at home when the market researcher
calls may not be representative of the entire population. It is also called as Accidental Sampling.

44
 CHAPTER 3
DATA PROCESSING, ANALYSIS AND INTERPRETATION

45
 a) Sale according to survey

INTERPRETATION
By analyzing the datas available about the sales figure it can be noted-
Vista Aqua is the most selling car amongst the other cars. Next comes the Vista Aura and
Vista Terra. These three cars constitute most of the sales. All other cars of tata have around
23.33%

46
 b) Awareness of all versions of Tata Passenger Car

Are you aware of all versions of Tata Indica Passenger car?

Cumulative
Frequency Percent Valid Percent Percent
Valid YES 29 29.0 29.0 29.0
NO 71 71.0 71.0 100.0
Total 100 100.0 100.0

Awareness of all versions of Tata Passenger Car

80

71

60
Percent

40

29

20

0
YES NO

A re you aw are of all versions of Tata Indica Passenger car?

INTERPRETATION
From the above data we find out that most of the people surveyed are not aware of all the
versions of Tata Indica passenger car. Therefore more measures must be taken to promote and
create awareness about the cars available.

47
c) Sample of 30 customers, according to their income.

INTERPRETATION
The above chart shows the annual income level of the 30 chosen samples. 17 samples have
income ranging between 1 lakh and 3 lakhs. 6 people have income between 3-5 lakh. 5 samples
have income below 1 lakh. And the rest have income above 5 lakh.

d) Car customers

48
INTERPRETATION
The above chart shows that out of 30 samples chosen for the survey, 13 are first time users and
the rest have used Tata cars more than once and they are satisfied an happy with the car and
they do not want to change to some other car.

49
e) Tele media creates a brand appeal.

T.V. ads appeal No.of people

Yes 7

No 23

INTERPRETATION
The above chart indicates that tele media does not actually create a brand appeal. Amongst the
30 samples, 23 feel that tele media is not so important in creating a brand appeal. The
performance, average and features create a brand appeal.

50
f) Customer Satisfaction from Tata cars.

Customer satisfaction No.of people

Satisfied 11

Not satisfied 19

INTERPRETATION
Tata passenger car users are not so satisfied from the tata cars though it gives the best average
amongst all same segment cars available and it is very economical. 19 out of 30 samples are
not satisfied with car and expect something better than the available cars.

g) Tata Passenger Cars, Creating brand value

51
 Brand value No.of people

Yes 15

No 5

INTERPRETATION
The above chart shows that Tata Passenger cars do create a brand value. It is a big competion
to the other related brands available in the market. Only 5 out of 20 people feel that Tata cars
do not create a brand value.

52
h) Factors affecting buying of customers

INTERPRETATION

The above chart shows that 4 samples prefer Tata cars because it provides power steering at a
very low cost as compared to other cars. People say that Tata cars give the best mileage and it
is very economical, 14 people prefer Tata Motors because of the mileage it gives. Most of the
people prefer Tata Motors as it sells the cheapest cars and at the same time provides features
which cannot be found in other cars in the same segment. It offers best features at least price.

I) Searching Information before buying car

53
 Did you search information for buying the car?

Cumulative
Frequency Percent Valid Percent Percent
Valid YES 49 49.0 49.0 49.0
NO 51 51.0 51.0 100.0
Total 100 100.0 100.0

Searching Information before buying car

60

50 51
49

40
Percent

30

20

10

0
YES NO

Did you search inf ormation for buying the car?

INTERPRETATION

The above chart shows that 51% people do not actually search for information before buying a
car. They just simply buy a car according to their budget and the brand value. They do not
usually search for various cars in the same segment. The rest of people prefer to do a detailed
research on various cars and its features before buying a new car.

54
 j) Rating of Mileage given by vehicle
How will you rate the mileage given by your vehicle?

Cumulative
Frequency Percent Valid Percent Percent
Valid Very good 17 17.0 17.0 17.0
Good 65 65.0 65.0 82.0
Neither good nor poor 13 13.0 13.0 95.0
poor 5 5.0 5.0 100.0
Total 100 100.0 100.0

Rating of Mileage given by vehicle

70

65
60

50

40
Percent

30

20

17
10 13

0 5
Very good Good Neither good nor poo poor

How w ill you rate the mileage given by your vehicle?

INTERPRETATION

Tata cars are best in terms of mileage as they have been made for the common man. From the
data collected it was found that 17% of the samples feel that the mileage of Tata cars is very
good. 65% people have rated it as good. Some people say that the mileage of the cars is not so
good and not so bad also at the same time. Only 5% of the chosen samples think that the mileage
of the Tata cars is poor.

55
 k) Rating the Frequency of Maintenance and Repair

How w ill you rate the fre quency of ma inte nance service and repair nee ds of your
ve hicl e?

Cumulative
Frequency Percent Valid Perc ent Percent
Valid Very frequent 23 23.0 23.0 23.0
Frequent 52 52.0 52.0 75.0
Neither frequent
14 14.0 14.0 89.0
nor frequent
Infrequent 7 7.0 7.0 96.0
very frequent 4 4.0 4.0 100.0
Total 100 100.0 100.0

Rating the Frequency of Maintenance and Repair

60

50 52

40
Percent

30

20 23

14
10

7
0 4
Very freq uent Neither frequent nor very frequent
Freq uent Infreq uent

How w ill you rate the f requency of maintenance service and r epair needs

INTERPRETATION
From the data collected we found that tata passenger cars need to be properly maintained. It
requires maintenance and repair frequently for smooth running. These cars need servicing more
frequently. The maintenance cost Tata cars is much more as compared to various other cars in
the same segment. If they are not maintained and serviced regularly then it may give a problem
in future. For long run of the car it requires frequent serving and maintenance. If there is any
break down in the car then it has to be immediately repaired. The cost of repairing is a little
more if we compare it to maruti cars as its parts are a bit costly and are not available at all
places.

56
 l) Rating the level of Comfort

How will you rate the level of comfortness of your vehicle?

Cumulative
Frequency Percent Valid Percent Percent
Valid Very good 34 34.0 34.0 34.0
Good 57 57.0 57.0 91.0
Neither good nor poor 6 6.0 6.0 97.0
poor 2 2.0 2.0 99.0
very poor 1 1.0 1.0 100.0
Total 100 100.0 100.0

Rating the level of Comfort

70

60
57
50
Percent

40

30 34

20

10

6
0
Very good Neither good nor poo very poor
Good poor

How w ill you rate the level of comf ortness of your vehicle?

INTERPRETATION

When it comes to comfort Tata motors are one of the most comfortable cars. Whether it comes
to driving or the seating space, these cars are ranked amongst the top rated cars available at
competitive prices. 37% of the samples have rated Tata cars as very good in terms of comfort.
57% have rated it as good. Some people feel that it is not so good and not so bad bt it is
satisfactory. But only 1% people say that Tata cars are very poor when it comes to comfort.

57
FINDINGS, SUGGESTIONS, CONCLUSION,
BIBLOGRAPHY AND ANNEXURE

FINDINGS

 TATA MOTORS is number three in passenger car market after maruti-suzuki & hyundai.

58
 Majority of the customers see TATA MOTORS with savings.

 Most of the customers spend large sum of money

 Out of the samples, people are highly convinced that TATA MOTORS will yield them
better results

 As the sales of Maruti grows as well as Hundai’s santro is still doing well in mid size and
small size segment so the INDICA VISTA may be a good options for the company in this
term for sustaining sales in long run as well as in the current situations.

 Product will have a gradual progress. Because most industries would wait for the response
about the product from other Company

 Customers were educated by me, about fuel efficient cars by TATA MOTORS

LIMITATIONS

59
 Study is restricted to Delhi and nine industrial areas only.

 Continuous and reliable information was not available.

 Some of the information was confidential so much information was not revealed.

 The time span of the survey was short and hence only major aspects were considered.

 Information provided by the respondent in terms of their fuel usage and their expense could

not be very accurate

 Availability of the respondents amidst their busy schedule did not permit detailed study.

SUGGESTIONS AND RECOMMENDATIONS

60
 Demo of the product should be made available to Customers, since most of the purchase
decisions are based on it

 Technical details should be made available to the customers in the most accurate numerical
form

 The Indica has remained a bestseller throughout in the industry figuring in the top 3 selling
list of cars for most of the years.

 The distribution channel should be more efficient to cater the demand during peak seasons
like during dushera, diwali, etc .The city like Allahabad is mostly dominated by the working
class like people employed in high court, AG office (accountant general office) and
government school employees who this year are getting more pay due to the
recommendations made by the sixth pay commission so , the sales for mid size car can be
enhanced in this scenario.

CONCLUSION

61
The study was conducted to measure,” THE CUSTOMER BEHAVIOR in purchasing INDICA

VISTA. The study was conducted on 30 Customers. A questionnaire was designed to

understand the market and create awareness about TATA MOTORS. Based on the

questionnaire, data was collected and analyzed and it was found that the customers are willing

to buy the Cars. However they are also skeptic about it. Suggestions are provided based on

customer requirements and market situation. A nearest attempt has been made to make the

study realistic and suggestive, but it is not claimed that the findings and suggestions in the

report are perfect.

BIBLOGRAPHY

62
BOOKS:

•KOTLER PHILIP AND ARMSTRONG,

• GARY MARKETING MANAGEMENT

•MARKETING RESEARCH by R Nandagopal & K Arul Rajan

MAGAZINES:

•MONEY TODAY

•BUSSINESS WORLD

•OUTLOOK PROFIT

•INDIA TODAY

WEBSITES”

•Tatamotors.com,

•Yahoofinance.com,

•Valuereseacrhonline.com

ANNEXURE

63
QUESTIONAIRE

a) WHICH VEHICLE DO YOU OWN?

b) ARE YOU AWARE OF ALL VERSIONS OF TATA INDICA PASSENGER

CARS ?

YES
NO

c) WHAT IS YOUR SALARY?

<1 LAC 1LAKH – 3LAKH 3LAKH – 5LAKH <5LAKH

d) DID YOU RIDE SOME OTHER VEHICLE BEFORE THIS?

YES NO

e) WHAT IS YOUR EXPERIENCE FROM PREVIOUS VEHICLES?

SATISFIED NOT SATISFIED

f) DOES TV ad APPEAL YOU?

YES NO

g) DOES BRAND VALUE AFFECT YOUR DECISION ON BUYING VEHICLE?

YES NO

h) WHICH IS THE MOST ESSENTIAL THING YOU PREFER WHILE BUYING A

VEHICLE?

64
MILEAGE PRICE POWER STEERING OTHER

i) DID YOU SEARCH INFORMATION FOR BUYING THE CAR ?

YES NO

j) HOW WILL YOU RATE MILEAGE GIVEN BY YOUR VEHICLE?

VERY GOOD
GOOD
NEITHER GOOD NOR POOR
POOR

k) HOW WILL YOU RATE THE FREQUENCY OF MAINTEINANCE SERVICE

AND REAPIR NEEDS OF YOUR VEHICLE ??

VERY FREQUENT
FREQUENT
NEITHER FREQUENT NOR INFREQUENT
INFREQUENT

l)HOW WILL YOU RATE THE LEVEL OF COMFORTNESS OF YOUR

VEHICLE?

VERY GOOD
GOOD
NEITHER GOOD NOR POOR
POOR
VERY POOR

65
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