FIELD STUDY REPORT

On

“Marketing strategies of Toyota”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Guided By: Submitted by:

Dr. Afeefa Fatima Aishwarya Gupta
(Assistant Professor) Roll No. 1210671047
SOM, BBD University BBA 3rd Semester
Session 2022-2023

School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION
I hereby declare that the field work entitled of “Marketing strategies of Toyota”

submitted to the BABU BANARASI DAS UNIVERSITY, Lucknow is a record of an

original work done by me under the guidance of Dr. Afeefa Fatima (Faculty Guide)

(SOM BBDU, Lucknow) and this field study report is submitted in the partial fulfillment

of Bachelor in Business Administration.

Aishwarya Gupta

Roll No. 1210671047

BBA 3rd Semester

 ACKNOWLEDGEMENT

Before I get into the thick of the things I would like to add a few heartfelt words for the

people who were part of this Field Study Report in numerous ways and people who gave

unending support right from the stage the project was started, appreciated and encouraged

when being depressed.

I would like to express my deep sense of gratitude to the respectable Prof. (Dr.) Sushil

Pande Sir, I\C, SOM, BBDU personalities for their precious suggestions and

encouragement during the project.

In this context I would like to express my gratitude towards my parents and family

members who have constantly supported and played a pivotal role in shaping my career.

I owe my sincere gratitude towards faculty guide Dr. Afeefa Fatima of BBDU,

Lucknow for extending the support towards the completion of the Field Study Report.

And finally I would like to thank my friends for their unending support

Aishwarya Gupta

Roll No. 1210671047

BBA 3rd Semester

 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

Declaration

Acknowledgement

Preface

1. Introduction to the Topic 1

2. Company Profile 5

3. Objectives of the study 21

4. Research Methodology 22

5. Limitations 24

6. Data Interpretation & Analysis 25

7. Findings 40

8. Suggestion & Recommendations 41

9. Conclusion 42

Bibliography

Annexure
 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 2016, Toyota produces 8,575,899 which is lower than

2015 figures due to downward demand in the market and volatility in the oil prices.

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

Toyota Prius, Toyota Fortuner 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 the Marketing 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 automobiles and its related spare

1
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 recognised 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, authorised showrooms, service

centres, 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 6thmost

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).

2
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 company in the

year 2016. It competes with a company like Suzuki, Honda, Nissan, Ford, General

Motors and many others in the automotive industry in one or more segments.

3
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 30- 50 years. Toyota focuses middle-income

group customers and produces value for money automotive vehicle.

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

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 COMPANY PROFILE

Toyota Kirloskar Motor Pvt Ltd

Type Joint venture

Industry Automotive

Founded 6 October 1997

Headquarters Bangalore, Karnataka

Mr. Akhito Tachibana

Chairman
Key people
Mr. Vikram S. Kirloskar

Vice Chairman

Products Automobiles

Number of employees 4,975

Parent Toyota Motor Corporation, Kirloskar Group

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

5
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.

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

Group.

6
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.

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

7
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.

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.

8
Models

Manufactured/assembled locally

1. Toyota Corolla (Launched 2003)

2. Toyota Etios (Launched 2010)

3. Toyota Etios Cross (Launched 2014)

4. Toyota Etios Liva (Launched 2011)

5. Toyota Fortuner (Launched 2009)

6. Toyota Innova (Launched 2005)

Imported

1. Toyota Land Cruiser (Launched 2009)

2. Toyota Land Cruiser Prado (Launched 2004)

3. Toyota Prius (Launched 2010)

4. Toyota Camry (Launched 2008)

Discontinued

1. Toyota Qualis (2000-2005)

9
Sales and service network

As of April 2011, it has more than 205 dealerships in 98 cities across 22 states and 3

union territories of India.

Sales performance

TKMPL sold 74,759 vehicles in India in the year 2010 registering a growth rate of 38%

compared to 2009 sales.

10
Toyota Motor Corporation

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

2014 the multinational corporation consisted of 338,875 employees worldwideand, 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.

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%

11
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 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)

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  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)

 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)

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  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 America (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)

 Scion 100% (2003)

 DENSO (24.74% – September 30, 2006)

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 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

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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 worlds 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 Thiess

Toyota became the commercial leaders. The two companies merged to form Toyota

Motor Corporation in 1988.

Toyota has around 51 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 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.

16
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. They have nineteen car models, which are further

broken down into different categories

 Passenger – comprising of small, medium size, and large vehicles. Aurion,

Yaris, Camry, Tarago, Corolla and Rukus

 SUVs & 4WD– Kluger, Rav4, Parado and Landcruiser 200

 Hybrid – Prius and Camry

 Commercial – HiAce, Coaster, Landcruiser 70 and HiLux.

17
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 extendedwarranties. 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

centertotally dedicated to gathering data on the consumer expectations 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.

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 supplychain costs and keep a reasonable service level along with having high

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

18
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.

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.

According to a report in 2007, Toyota unit sold increased heavily to 2,281,000 units

worldwide. They offer vehicles of all price range. The price range of their cars starts from

$18,990 and goes up to $80,000 according to the model, add options and make. They use

low cost and differentiation to have a competitive edge in the automotive industry.

They differentiate their product on the basis on quality, technology and superior design.

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Promotion in the Marketing mix of Toyota

oyota 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 acash 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.

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 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.

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 RESEARCH METHODOLOGY

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.

22
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 : LUCKNOW

 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.

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 LIMITATIONS

1. The study relates only to the Customers of Lucknow, 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.

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 DATA ANALYSIS & INTERPRETATION
1. Do you own a car? If yes, then which one?

(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
Lucknow is 60%.

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 2. What are the sources of awareness?

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.

26
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.

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

10% 5%

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% were vehicle is poor.
This data is obtained by most of members were satisfied by TOYOTA.

27
 4. What are the voluble attributes you normally look while purchasing a four-
wheeler?

S NO ATTRIBUTES RESPONDENTS

1 PERFORMENS 50 50

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.

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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 %

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.

29
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 %

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.

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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.

DELIVERY TERMS IN NUMBERS

TIMELY/PROMPTLY 60

SAFELY 30

INCONDITION 8

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”.

31
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

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”.

32
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

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.

33
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%

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.

34
 11) Did you receive the product on delivery time?

S.No Delivery time No of percentage

A Yes 55%

B No 20%

INTERPRETATION

the following graph shows the number of customers who receive the product on delivery
time is yes by 55 customers and no by 20 customers.

35
 12) Are you satisfied with companies after sales
Services?

S.No After sales service No of percentage

A Satisfied 90%

B Not satisfied 10%

100%
90%
90%
80%
70%
60%
50%
40%
30% Series1
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.

36
 13) How do you feel the experience at show room?

S.No Best Brand Ambassadors No of percentage

A Satisfied 67%

B Not satisfied 33%

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%.

37
14) Were you offered test drive?

S.No Offered Test Drive No of percentage

A Yes 90%

B No 10%

Offered Test Drive

10%

A Yes
B No
90%

38
 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%

Usage of the Car

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

A B C

39
 FINDINGS
 Brand awareness has got a great range of influence on buying behavior. Now-a-

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

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

 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 Lucknow 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.

40
 RECOMMENDATION

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

largest car producer in the international market,

 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.

41
 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.

Innova was inferred that most customers of high-income group preferred the supply of

Innova CARS. About 70% of customers are aware of Innova CARS.

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.

42
 BIBLIOGRAPHY

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 Sewices Marketing", Services

Marketing,Macmillion, Delhi.

Websites

http://www.indiastudychannel.com/resources/157296-Various-categories-products-from-
Britannia.aspx

http://britannia.co.in/companyoverview_globalpartners.htm

http://www.icarus.co.in/branding/branding-fmcg/britannia-dairy-brand-identity-design-
research/

http://www.britannia.co.in/

http://en.wikipedia.org/wiki/Britannia

http://money.rediff.com/companies/Britannia-Industries-Ltd/11120001

http://www.zomato.com/mumbai/brittania-company-restaurant-fort

http://profit.ndtv.com/stock/britannia-industries-ltd-debentures-_britannia

http://economictimes.indiatimes.com/britannia-industries-ltd/stocks/companyid-
13934.cms
 QUESTIONNAIRE

A) NAME

B) ADDRESS

C) CONTACT NUMBER

D) INCOME GROUP

_________15,000-25,000 _________25, 000-50,000

_________50,000-75,000 _________Above 75,000

1. DO YOU OWN A CAR?

o YES

o NO

IF YES, THEN WHICH ONE?

(I)TOYOTA (II) HYUNDAI (III) MARUTI (III) HONDA

2. WHAT ARE THE SOURCES OF AWARENESS?

 T.V
 NEWSPAPERS
 FRIENDS
 DEALERS
3. HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY

TOYOTA?

 EXCELLENT

 GOOD

 AVERAGE

 POOR

4. WHAT ARE THE VALUBLE ATTRIBUTES YOU NORMALLY LOOK WHILE

PURCHASING A FOUR-WHEELER?

 PERFORMENS

 PRICE

 DESIGN

 OTHER

5. DO YOU SUGGEST YOUR FRIENDS TO BUY TOYOTA.

 Yes

 No

6. HOW YOU MEASURE THE SALES EXECUTIVE PERFORMANCE?

 EXCELLENT

 VERY GOOD

 POOR
7. WHAT ARE THE DELIVERIES TERMS REGARDING QUERY?

 TIMELY/PROMPTLY

 SAFELY

 INCONDITION

8. WHAT IS YOUR OPINION ABOUT MILEAGE?

 EXCELLENT

 GOOD

 AVERAGE

 POOR

9. IS IT HELPFUL TO ATTRACT CUSTOMER THROUGH “AMBIENCE”?

 SHOWROOM AMBIENCE

 LIGHTING

 APPEAL

 OTHERS

10. SINCE HOW MANY MONTHS HAVE YOU BEEN USING TOYOTA CAR?
 0-6 MONTHS

 6-12 MONTHS

 1-2 YEARS

 MORE THAN 2 YEARS

11. Did you receive the product on delivery time?

a) Yes b) No

12. Are you satisfied company‟s after sales service?

a) Satisfied b) not satisfied

13. How do you feel the experience at the showroom?

a) Satisfied b) not satisfied

14. Were you offered test drive?

a) Yes b) No

15. Are you satisfy with their usage of the car?

a) Fully satisfied b) just satisfied c) not satisfied