CHAPTER-1: AN INTRODUCTION TO THE STUDYY

Studying consumer buying behavior towards commercial vehicles is essential for

understanding the dynamics of the commercial vehicle market. Commercial vehicles play a
pivotal role in various industries, serving as the backbone of transportation and logistics
networks worldwide. Analyzing consumer behavior in this context involves delving into the
motivations, preferences, and decision-making processes of businesses and individuals
responsible for purchasing commercial vehicles.

This field of study encompasses a range of factors that influence buying decisions, including
economic conditions, technological advancements, regulatory requirements, industry trends,
and competitive landscapes. By examining these factors, researchers and businesses can gain
insights into the demand for different types of commercial vehicles, such as trucks, vans,
buses, and specialized vehicles, and tailor their products and marketing strategies
accordingly.

Key aspects of consumer behavior in the commercial vehicle market may include:

1. Functional Needs: Understanding the specific functional requirements of businesses and

industries that rely on commercial vehicles, such as payload capacity, fuel efficiency,
reliability, and safety features.

2. Financial Considerations: Analyzing the financial constraints and considerations that

influence purchase decisions, including upfront costs, total cost of ownership, financing
options, and return on investment.

3. Brand Perception and Loyalty: Examining the role of brand reputation, perceived quality,
and customer loyalty in shaping purchasing behavior within the commercial vehicle market.

1
4. Technological Preferences: Investigating the impact of technological innovations, such as
electric and autonomous vehicles, telematics systems, and connectivity solutions, on
consumer preferences and adoption rates.

5. Regulatory Compliance: Assessing the influence of government regulations, emission

standards, safety regulations, and industry certifications on vehicle purchasing decisions.

6. Market Trends and Competitive Analysis: Monitoring market trends, competitive

dynamics, and the strategies of key players in the commercial vehicle industry to identify
emerging opportunities and threats.

By gaining insights into these aspects of consumer behavior, manufacturers, dealerships, and
other stakeholders in the commercial vehicle market can develop more effective marketing
strategies, product offerings, and customer experiences to meet the evolving needs and
preferences of their target audiences.

2
3
4
 INTRODUCTION
The Indian automobile industry has historically been a good indicator of how well the economy is
doing, as the automobile sector plays a key role in both macroeconomic expansion and
technological advancement. The two-wheelers segment dominates the market in terms of volume,
owing to a growing middle class and a huge percentage of India’s population being young.
Moreover, the growing interest of companies in exploring the rural markets further aided the
growth of the sector. The rising logistics and passenger transportation industries are driving up
demand for commercial vehicles. Future market growth is anticipated to be fueled by new trends
including the electrification of vehicles, particularly three-wheelers and small passenger
automobiles.

India enjoys a strong position in the global heavy vehicles market as it is the largest tractor
producer, second-largest bus manufacturer, and third-largest heavy truck manufacturer in the
world. India’s annual production of automobiles in FY22 was 22.93 million vehicles. India has a
strong market in terms of domestic demand and exports. In November 2023, total passenger
vehicle sales reached 3,34,130*. Sales of Passenger Vehicles in November 2023 have been the
highest, with a marginal growth of 3.7%, compared to November 2022. In FY23, total automobile
exports from India stood at 47,61,487. This sector's share of the national GDP increased from
2.77% in 1992-1993 to around 7.1% presently. It employs about 19 million people directly and
indirectly.

India is also a prominent auto exporter and has strong export growth expectations for the near
future. In addition, several initiatives by the Government of India such as the Automotive
Mission Plan 2026, scrappage policy, and production-linked incentive scheme in the Indian
market are expected to make India one of the global leaders in the two-wheeler and four-wheeler
market by 2022.

.
5
The implications, market drivers and scope of a future massive Indian vehicle
market are covered in the India Strategic Market Profile, a brand-new forecast of
Indian automotive and related activity to 2020. Based on Max Pemberto's unique
 TATA GROUP
Tata is a rapidly growing business group based in India with significant
international operations. Revenues in 2007-08 are estimated at $62.5 billion
(around Rs251,543 crore), of which 61 per cent is from business outside India.
The Group employs around 350,000 people worldwide. The Tata name has been
respected in India for 140 years for its adherence to strong values and business
ethics.

The business operations of the Tata Group currently encompass seven business
sectors: communications and information technology, engineering, materials,
services, energy, consumer products and chemicals.

The Group’s 27 publicly listed enterprises have a combined market capitalization of some
$60 billion, among the highest among Indian business houses, and a shareholder base of 3.2
million. The major companies in the Group include Tata Steel, Tata Motors, Tata
Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata
Communications

The Group’s major companies are beginning to be counted globally. Tata Steel
became the sixth largest steel maker in the world after it acquired Corus. Tata
Motors is among the top five commercial vehicle manufacturers in the world and
has recently acquired Jaguar and Land Rover. TCS is a leading global software
company, with delivery centres in the US, UK, Hungary, Brazil, Uruguay and
China, besides India. Tata Tea is the second largest branded tea company in the
world, through its UK-based subsidiary Tetley. Tata Chemicals is the world’s
second largest manufacturer of soda ash. Tata Communications is one of the
world’s largest wholesale voice carriers.

In tandem with the increasing international footprint of its companies, the Group
is also gaining international recognition. Brand Finance, a UK-based consultancy
firm, recently valued the Tata brand at $11.4 billion and ranked it 57th amongst
the Top 100 brands in the world.

6
Businessweek ranked the Group sixth amongst the World’s Most Innovative
Companies. And the Reputation Institute, USA, recently rated it as the World’s
Sixth Most Reputed Firm.

Founded by Jamsetji Tata in 1868, the Tata Group’s early years were inspired
by the spirit of nationalism. The Group pioneered several industries of national
importance in India: steel, power, hospitality and airlines.

In more recent times, the Tata Group’s pioneering spirit has been showcased by
companies like Tata Consultancy Services, India’s first software company, which
pioneered the international delivery model, and Tata Motors, which made India’s
first indigenously developed car, the Indica, in 1998 and recently unveiled the
world’s lowest-cost car, the Tata Nano, for commercial launch by end of 2008.

The Tata Group has always believed in returning wealth to the society it serves.

Twothirds of the equity of Tata Sons, the Tata Group.s promoter company, is
held by philanthropic trusts which have created national institutions in science
and technology, medicalresearch, social studies and the performing arts.

The trusts also provide aid and assistance to NGOs in the areas of education,
healthcare and livelihoods.

Tata companies also extend social welfare activities to communities around their
industrial units. The combined develop mentrelated expenditure of the Trusts and
the companies amounts to around 4 per cent of the Group’s net profits.

Going forward, the Group is focusing on new technologies and innovation to

drive its business in India and internationally. The Nano car is one example, as is
the Eka supercomputer (developed by another Tata company), which in 2008 is
ranked the world’s fourth fastest.

TheGroup aims to build a series of world class, world scale businesses in select
sectors.

Anchored in India and wedded to its traditional values and strong ethics, the
Group is building a multinational business which will achieve growth through

7
excellence and innovation, while balancing the interests of its shareholders, its
employees and wider society.

CORE VALUES OF TATA

At the Tata Group our purpose is to improve the quality of life of the
communities we serve. We do this through leadership in sectors of national
economic significance, to which the Group brings a unique set of capabilities.

This requires us to grow aggressively in focused areas of business. Our heritage

of returning to society what we earn evokes trust among consumers, employees,
shareholders andthe community.

This heritage is being continuously enriched by the formalization of the high

standards of behavior expected from employees and companies. The Tata name is
a unique asset representing leadership with trust. Leveraging this asset to
enhance Group synergy and becoming globally competitive is the route to
sustained growth and long-term success.

 FIVE CORE VALUES

The Tata Group has always sought to be a value-driven organization. These

values continue to

direct the Group’s growth and businesses. The five core Tata values
underpinning the way we do business are:

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

Understanding: We must be caring, show respect, compassion and humanity for

our colleagues and customers around the world, and always work for the benefit
of the communities we serve.

8
Excellence: We must constantly strive to achieve the highest possible standards
in our day-today work and in the quality of the goods and services we provide
and mutual cooperation.

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

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

HISTORY OF TATA MOTORS

1.

Tata Motors launches its first truck in collaboration with Mercedes-Benz.

Tata Motors is a part of the Tata and Sons Group, founded by Jamshedji
Nussarwanji Tata and J. Baker. The company was established in 1945 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.

9
 2. TATA Indica

The first generation Tata Indica

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-favourite. A badge engineered version of the car was sold in the
United Kingdom as the Rover City Rover.

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.

3. TATA Brads

DAEWOO ACQUISITION
10
Tata Novus is one of the best selling commercial trucks in South Korea. With
the success of Tata Indica, Tata Motors aimed to increase its presence
worldwide. In 2004, it acquired the Daewoo Commercial Vehicle Company of
South Korea. The reasons behind the acquisition were:

 Company’s global plans to reduce domestic exposure. The domestic

commercial vehicle market is highly cyclical in nature and prone to
fluctuations in the domestic economy. Tata Motors has a high domestic
exposure of ~94% in the MHCV segment and ~84% in the light
commercial vehicle (LCV) segment. Since the domestic commercial
vehicle sales of the company are at the mercy of the structural economic
factors, it is increasingly looking at the international markets. The
company plans to diversify into various markets across the world in both
MHCV as well as LCV segments

 To expand the product portfolio Tata Motors recently introduced the

25MT GVW Tata Novus from Daewoo’s (South Korea) (TDCV) platform.
Tata plans to leverage on the strong presence of TDCV in the heavy-
tonnage range and introduce products in India at an appropriate time. This
was mainly to cater to the international market and also to cater to the
domestic market where a major improvement in the Road infrastructure
was done through the National Highway Development Project.

 Tata remains India's largest heavy commercial vehicle manufacturer and

Tata Daewoo is the 2nd largest heavy commercial vehicle manufacturer in
South Korea. Tata Motors has jointly worked with Tata Daewoo to
develop trucks such as Novus and World Truck and buses namely, GloBus
and StarBus.

HISPANO CARROCERA

Hispano Divo at the 2008 FIAA in Madrid In 2005, sensing the huge opportunity
in the fully built bus segment, Tata Motors became acquired 21% stake in
Hispano Carrocera SA, Aragonese bus manufacturing company giving
itcontrolling rights of the company.

11
JAGUAR CARS AND LAND ROVER

After the acquisition of British Jaguar Land Rover (JLR) business, which also
includes the Rover, Daimler and Lanchester brand names Tata Motors became a
major player in the international automobile market.

On 27 March 2008, Tata Motors reached an agreement with Ford to purchase

their Jaguar and Land Rover operations for US$2 billion. The sale was completed
on 2 June 2008 Tata has gained the rights to the Daimler, Lanchester, and Rover
brand names.

In addition to the brands, Tata Motors has also gained access to 2 design centers
and 3 plants in UK. The key acquisition would be of the intellectual property
rights related to the technologies.

JOINT VENTURES

Tata MarcoPolo released this low-floor bus in India and now it is widely
used as public transport

In 2005, sensing the huge opportunity in the fully built bus segment, Tata
Motors acquired 21% stake in Hispano Carrocera SA, Aragonese bus
manufacturing company and introduced its highend inter-city buses in the
country.

12
Tata Motors has also formed a 51:49 joint venture with Marcopolo S.A., a
Brazil-based global leader, lead by Brian Behrle, in bus body building. This joint

venture is to manufacture and assemble fully-built buses and coaches targeted at

developing mass rapid transportation systems.

The joint venture will absorb technology and expertise in chassis and
aggregates from Tata Motors, and Marcopolo will provide know-how in
processes and systems for bodybuilding and bus body design.

GLOBAL OPERATIONS

Tata Motors has been aggressively acquiring foreign brands to increase its global
presence. Tata Motors has operations in the UK, South Korea, Thailand and
Spain. Among them is Jaguar Land Rover, a business comprising the two iconic
British brands that was acquired in 2008. Tata Motors has also acquired from
Ford the rights to three other brand names: Daimler, Lanchester and Rover. In
2004, it acquired the Daewoo Commercial Vehicles Company, South

Korea’s second largest truck maker. The rechristened Tata Daewoo Commercial
Vehicles Company has launched several new products in the Korean market,
while also exporting these products to several international markets. Today two-
thirds of heavy commercial vehicle export out of South Korea are from Tata
Daewoo.

In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed

Spanish bus and coach manufacturer, giving it controlling rights of the company.
Hispano’s presence is being expanded in other markets. On Tata's journey to
make an international foot print, it continued its expansion through the
introduction of new products into the market range of buses (Starbus & Globus)
as well as trucks (Novus). These models were jointly developed with its
subsidiaries Tata Daewoo and Hispano Carrocera. In May, 2009 Tata unveiled
the Tata World Truck range jointly developed with Tata Daewoo. They will

13
debut in South Korea, South Africa, the SAARCcountries and the Middle-East by
the end of 2009.

In 2006, it formed a joint venture with the, Brazil-based Marcopolo, a global

leader in body-building for buses and coaches to manufacture fully-built buses
and coaches for India and select international markets. Tata Motors has expanded
its production and assembly operations to several other countries including South
Korea, Thailand, South Africa and Argentina and is planning to set up plants in
Turkey, Indonesia and Eastern Europe. Tata also franchisee/joint venture
assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal.

Tata has dealerships in 26 countries across 4 continents. Though Tata is present

in many counties it has only managed to create a large consumer base in the
Indian Subcontinent namely India, Bangladesh, Bhutan, Sri Lanka and Nepal and
has a growing consumer base in Italy, Spain and South Africa.

The Government of India announced an automobile policy in December 1997.

The policy required majority-owned subsidiaries of foreign car firms to invest at
least US$50 million in equity if they wished to set up manufacturing projects in
India. It also forced them to take on export obligations to fund their auto part
imports and required them to submit to a schedule for increasing the share of
locally made parts in their cars. Mere car assembling operations were not
welcomed. An Indian cabinet panel will soon consider a new automobile policy
that aims to set fresh investment guidelines for foreign firms wishing to
manufacture vehicles in the country. Investments in making auto parts by a
foreign vehicle maker will also be considered a part of the minimum foreign
investment made by it in an auto-making subsidiary in India. The move is aimed
at helping India emerge as a hub for global manufacturing and sourcing for auto
parts.

The policy sets an export target of $1 billion by 2005 and US$2.7 billion by
2010. The policies adopted by Government will increase competition in domestic
market, motivate many foreign commercial vehicle manufactures to set up shops
in India, whom will make India as a production hub and export to nearest market.
Thus Tata Motors CV will have to face tough competition in near future, which
14
 might affect its growth negatively.

The purchase of Jaguar Cars is expected to help give Tata Motors a foothold in

European and American markets.

15
 With the unveiling of Tata Elegante during Geneva Motor Show, Tata Motors
revealed its intention to enter the sedan and sports car markets.

Tata Indica assembled in Thailand and Argentina.

Tata Prima

The Luxury Sedan was designed by Pininfrina and has marked the entry of Tata
into the international sedan market. The car is to be sold in India by 2013 and

16
around the world by 2015 Tata Motors has expanded its production and assembly
operations to several other countries including South Korea, Thailand, South
Africa and Argentina and is planning to set up plants in Turkey, Indonesia and
Eastern Europe

PRODUCT MIX

1. Multi Utility Vehicles

TATA SUMO GRANDE

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Feature:
ENGINE :2179 cc, 16 valve DICOR
MAX POWER :118bhp@4000rpm
MAX TORQUE :250nm@1500-3000rpm
GEAR :5 speed manual
SUSPENSION : FRONT-indepndent,Double wishbone with coil springs
REAR -Parabolic leaf springs
BRAKES : FRONT-Vacuum assisted independent hydraulic disc
REAR –Drum
LENGTH : 4421 mm
WIDTH :1780 mm
HEIGHT :1940 mm GROUND CLEARANCE :180
mmWHEELBASE :2550 mm KERB WEIGHT :1940 mm

TATA SAFARI

Features:-

Displacement: 2179cc, DOHC, VTT, DiCOR

18
Engine Type: Diesel

Maximum Power: 140 Bhp @ 4000 rpm

Maximum Torque: 320 Nm @ 1700 rpm

Length: 4650 mm

Width: 1918 mm

Height: 1925 mm
Seating Capacity: 7
Tyre Size: 235/70 R16 105S
Suspension: Ind Double Wishbone with
Torsion bar
Boot Space: 981.00 ltrs.
Steering: Power
Brakes: Front Ventilated, Rear Disk
Gears: 5 Manual

195.00 mm
Ground Clearance:

Kerb Weight: 2040.00 kgs.

Fuel Tank: 65.00
Body Color Bumpers: 
Tachometer: 
Alloys: 
ORVM Indicator: 
Xenon Headlamps: 
Trip Meter: 2
Headlamp Washer: 

Airbag: 2

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 TATA SUMO VICTA

Features:-

Model Sumo Victa

Body Type Station wagon / estate

Number Of Doors 5

Seating Capacity 7

Fuel Capacity 65 Litres

Dimensions

Length 4505 mm

Width 1726 mm

Height 1976 mm

Wheelbase 2400 mm

Ground Clearance 160 mm

Minimum Turning Radius 4.9 m

Weight

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 Kerb Weight 1820 kg

Engine

Type 1948 cc diesel engine

Number Of Cylinders 4

Displacement 1948 cc

Transmission Manual

Max. Power 90 PS @ 4300 rpm

Max. Torque 19 kgm @ 2500 rpm

Suspension

Front Suspension Independent

Rear Suspension Parabolic leaf springs

Brake

Front Disc

Rear Drum

Steering Type Power steering

Tyre Size 215 R 15 Radial

2.Passenger Cars

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 TATA INDICA VISTA

Feature:-

Overview

Make Tata

Model Indica Vista

Body Type Hatchback

Number Of Doors 5

Seating Capacity 5

Dimensions

Length 3795 mm

Width 1695 mm

Height 1550 mm

Wheelbase 2435 mm

Ground Clearance 165 mm

Engine

Type Direct Injection Common Rail Turbo-charged Inter-

cooled (petrol)
Quadrajet – Diesel

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 Turbo Diesel Injection - Diesel

Number of Cylinders 4

Displacement 1172cc (Petrol Safire)

1248cc (Quadrajet Diesel)
1405cc Turbo Diesel Injection (TDi)

Transmission Manual

Max. Power 65 bhp @ 5500 rpm (Petrol Safire)

75 bhp @ 4000 rpm (Quadrajet Diesel)
71 bhp @ 4500 rpm (TDi)

Max. Torque 96 Nm @ 3000 rpm (Petrol Safire)

190Nm @ 1750 rpm (Quadrajet Diesel)
135 Nm @ 2500 rpm (TDi)

Suspension

Front Suspension McPherson Strut

Rear Suspension Semi independent coil

Brakes

Front Disc

Rear Drum

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 TATA INDICA V2

Features:-

Tata Indica Indica V2 Indica V2

Indica V2 Indica V2 Xeta
Vista Turbo Dicor

Engine

475 SI Multi
475 IDI with Tata 1.4
475 IDI Point Fuel
Microprocessor Direct
Turbo Injection 475 Turbo
Type based Engine Injection
Intercooled System with Diesel
Management Common Rail
Diesel 32-bit
System (ECU) Diesel Engine
microprocessor

No.of
4 cyclinder - - 4 inline -
Cylinders

Piston
1405 cc 1405 cc. 1396 cc. 1405 cc -
Displacement

Maximum 71 PS @ 53.5 PS @ 70 PS @ 4800 DLS:62 PS @ 70 PS @

Output : 4500 rpm 5500 rpm rpm 4500 rpm 4000 rpm

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 DLG:68 PS
@ 4500 rpm
DLX:68 PS
@ 4500 rpm

DLX:13 kgm
@ 2500 rpm
DLG:13 kgm 14.3 Kgm @
Maximum 135 Nm @ 85 Nm @ 2500 12.4 kgm@
@ 2500 rpm 1800 - 3000
Torque : 2500 rpm rpm 2600 rpm
DLS:12.5 rpm
kgm @ 2500
rpm

Compression
- - 21:1 -
Ratio

KerbWeight

DLS DiCOR
- 1100 kg &
Kerb Weight TDI 1135 995 kg 995 kg 1050 kg
DLG DiCOR
- 1105 kg

Steering

Power
Assisted Rack Rack and Rack &
Type - -
& Pinion - pinion Pinion
Hydraullic

Turning
- - - 4.9 m 4.9 m
Radius

Transmission

Synchromesh
5 forward, 1 5 forward, 1
Type with over - -
reverse reverse
drive

Suspension

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 Independent, Independent,
Wish Bone Wish Bone
Front type with type with
- -
Suspension McPherson McPherson
strut, Antiroll Strut, Anti-
Bar roll bar

Independent, Independent,
Independent; Semi trailing Semi-trailing
Lower arm with coil arm with coil
Rear Wishbone; spring spring
- -
Suspension McPherson mounted on mounted on
Strut withCoil hydraulic hydraulic
Spring shock shock
absorbers absorbers

Brakes

Vacuum Dual Circuit,

Assisted diagonal split
Dual Circuit,
Independent hydraulic
diagonally
Dual Curcuit, brakes
Type - - split, vacuum
Diagonal through
assisted with
Split, tandem
PCR valves
Hydraulic master
Brake cylinder

Ventilated Ventilated
Front Brakes - -
Disc disc

Rear Brakes - - Drum Drum

Tyres

Radial
Type - - Radial Radial
Tubeless

Tyre Size : TDI-175/65 - - 165 X 65 R 165/65 R 14

26
 R14 14

165 X 65 R
Tyre Size : - - -
13

FuelTank

Capacity 37 liters - - 37 litres 37 litres

Seating

Capacity Five - - Five Five

Dimensions

Width 1695 mm - - 1665 mm 1485mm

Height 1550 mm - - 1485 mm 1500mm

Wheelbase 2470 mm - - 2400 mm 2400mm

Ground
165 mm - - -
Clearance

Length 3795 mm - - 3675 mm 3690mm

TATA INDICA V2 XETA

Feature:-

Model Indica V2 XETA

Body Type Hatchback

Number Of Doors 5

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Seating Capacity 5

Fuel Capacity 37 Litres

Dimensions

Length 3675 mm

Width 1665 mm

Height 1485 mm

Wheelbase 2400 mm

Ground Clearance 165 mm

Minimum Turning
4.9 m
Radius

Weight

Kerb Weight 995 kg

Engine

475 SI Multi Point Fuel Injection System, Two ECUS with 32-
Type
bit microprocessor

Number Of Cylinders 4

Displacement 1193 CC

Transmission Manual

70 PS @ 4800 rpm (For GLX) 65.3 PS @ 5000-5200 rpm (For

Max. Power
GL, GLE, GLS, GLG)

12.4 kgm @ 2600 rpm (For GLX) 10.2 kgm @ 2600 rpm (For
Max. Torque
GL, GLE, GLS, GLG)

Suspension

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 Front Suspension Independent McPherson strut with anti-roll bar

Rear Suspension Independent 3 – link McPherson strut with anti-roll bar

Front Ventilated Disc brake

Rear Drum brake

Steering Type Rack & Pinion

TATA INDIGO MANZA

Features:-

SPECIFICATIONS QUADRAJET90 SAFIRE90

ENGINE
4 cylinder, Common Rail, 4 cylinder, MPFI, Petrol with
Type
Diese INTELLIGENT PORT RESIZING
Engine Capacit 1248 cc 1368 cc
Max. Power 90 PS @ 4000 RPM 90 PS @ 6000 RPM
Max. Torque 200 Nm@ 1750-3000 RPM 116 Nm@ 4750 RPM
TRANSMISSION C549, 5+1 Speed Manual Gearbo
SUSPENSION
Front Independent; Lower Wishbone; McPherson Strut with Coil Spring
Semi-independent, Twist Beam with Coil Springs and Hydraulic
Rear
Shock Absorbers

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STEERING
Type Power Assisted Rack & Pinion - Hydraulic, Tilt adjustable

Turning circle radius 5.1m

BRAKES
Vacuum assisted independent dual circuit diagonal split hydraulic
Type
brakes through tandem master cylinder
Front Ventilated Disc
Rear Drum
WHEELS &
TYRES
Wheels 5.5 J x 15
Tyre 185/60 R15 Tubeless Radials
SEATING
5
CAPACITY
FUEL TANK
44 Litres
CAPACITY
DIMENSIONS
Length 4,413 mm
Width 1,703 mm
Height 1,550 mm
Wheelbase 2,520 mm
Ground Clearance 165 mm
Boot Volume 460 Litres
WEIGHTS
Kerb weight Aqua: 1,200 kg 1,100 kg
Aura: 1,200 kg 1,115 kg
Aura (ABS): 1,200 kg 1,115 kg
Aura+: 1,210 kg 1,125 kg
GVW Aqua: 1,650 kg 1,575 kg

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 Aura: 1,650 kg 1,585 kg
Aura (ABS): 1,650 kg 1,585 kg
Aura+: 1,660 kg 1,595 kg

TATA INDIGO CS

Features:-

Model Tata Indigo CS

Body Type Sedan

Number Of
5
Doors

Seating Capacity 5

Fuel Capacity 42 Litres

Dimensions

Length 3988 mm

Width 1620 mm

Height 1540 mm

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Wheelbase 2450 mm

Ground
165 mm
Clearance

Minimum
5.5 m
Turning Radius

Weight

Kerb Weight N/A

Engine

MPFI Petrol engine with 32 bit microprocessor (GLE, GLS, GLX)

Type Turbocharged diesel engine with Intercooler (LE TDI, LS TDI)
Direct Injection Common Rail, 16-valve DOHC (LS DiCOR)

Number Of
4
Cylinders

1193 cc (GLE, GLS, GLX) 1405 cc (LE TDI, LS TDI) 1396 cc (LS
Displacement
DiCOR)

Transmission 5 Gears, Manual

65 PS @ 5200 rpm (GLE, GLS, GLX) 70 PS @ 4500 rpm (LE TDI,

Max. Power
LS TDI) 70 PS @ 4000 rpm (LS DiCOR)

105 Nm @ 2600 rpm (GLE, GLS, GLX) 135 Nm @ 2500 rpm (LE
Max. Torque
TDI, LS TDI) 140 Nm @ 1800 rpm (LS DiCOR)

Suspension

Front
Independent McPherson strut with Antiroll Bar
Suspension

Rear Suspension Independent 3- link Mc Pherson strut with Antiroll Bar

Brake

Front Disc

Rear Drum

Steering Type Rack & Pinion

165 x 65 R 14 (GLE, GLX, LE TDI,) 175 x 65 R 14 (LS DiCOR,

Tyre Size
LS TDI, GLS)

32
 TATA INDIGO XL

Features:-

Model Indigo XL

Body Type Sedan

Number Of Doors 5

Seating Capacity 5

Fuel Capacity 42 Litres

Dimensions

Length 4377 mm

Width 1620 mm

Height 1540 mm

Wheelbase 2650 mm

Ground Clearance 165 mm

Minimum Turning
5.5 m
Radius

Weight

1130 kg (Classic Petrol) 1150 kg (Grand Petrol) 1165 kg (Classic

Kerb Weight
Dicor) 1185 kg (Grand Dicor)

Engine

Type 1.4L MPFi DOHC with 32-bit Microprocessor (Classic Petrol,

33
 Grand Petrol) 1.4L Turbo-charged DiCOR (Classic Dicor, Grand
Dicor)

Number Of
4
Cylinders

Displacement 1396 CC

Transmission 5 Gears, Manual

101 PS @ 6100 rpm (Classic Petrol and Grand Petrol) 70 PS @

Max. Power
4000 rpm

124 Nm @ 3500 rpm (Classic Petrol and Grand Petrol) 140 Nm @

Max. Torque
1800 rpm (Classic Dicor and Grand Dicor)

Suspension

Front Suspension Independent McPherson strut with anti-roll bar

Rear Suspension Independent 3-link McPherson strut with anti-roll bar

Brake

Front Discs

Rear Drums

Steering Type Rack and Pinion

Tyre Size 175/65 R14

34
 TATA NANO

Features:-

Items/Variants Nano Nano CX Nano LX

AC with Heater - Yes Yes
Front Power Windows - - Yes
Cup Holders in Front Console - - Yes
IRVM Plain Plain Antiglare
High End
Console with
Gear Shift Console Basic Basic Provision for
Mobile Charger/
Cigarette lighter
Magazine and coin Holder on Moulded Door
- -
all doors Trim
Map pocket Integral with Separate plastic
Fabric pocket Fabric pocket
Driver & Codriver Seat trim
Front Seat Headrests Integrated Integrated Integrated
Integrated (With Integrated (With
Rear Seat Headrests -
Nap Rests) Nap Rests)
Sunvisor on Driver &
Yes Yes Yes
Passenger side
Driver Seat with Slider Yes Yes (With Yes (With

35
 Recliner) Recliner)
Yes (With Yes (With
Passenger side Seat with Slider -
Recliner) Recliner)
Front assist grips Yes Yes Yes
Rear assist grips Yes Yes Yes
Integral feature
Integral feature
Integral feature through
through
Head lamp levelling through innovative innovative
innovative
suspension design suspension
suspension design
design
Low Fuel Warning Lamp Yes Yes Yes
Rear Seat Folding Yes Yes Yes
Integral feature Integral feature
Integral feature
through through
Intrusion beam through innovative
innovative door innovative door
door system design
system design system design
Radial Tubeless tyres Yes Yes Yes

Comparison
Nano Maruti 800 Alto Santro
Base Model Nano M800 Std Alto Santro Non-AC
Nano
Plus Air Conditioner M800 AC Alto LX/LXi Santro GL/GLS
CX/LX
Nano Feature Not
Plus Heater Alto LX/LXi Santro GL/GLS
CX/LX Available
Nano
Plus Tinted Glasses M800 AC Alto LX/LXi Santro GL/GLS
CX/LX
Fully Loaded Nano LX M800 AC Alto LXi Santro GLS
Feature Not Feature Not
Plus Front Power Windows Nano LX Santro GLS
Available Available
Plus Body Colored Santro GLS (Only
Feature Not Feature Not
Bumper,Door Handle & Nano LX Body Colored
Available Available
ORVM Bumper)
Feature Not Feature Not
Plus Central Locking Nano LX Santro GLS
Available Available
Plus Front & Rear Fog Feature Not Feature Not Feature Not
Nano LX
Lamp Available Available Available
Technical Specifications

36
 Length 3099 metres
Width 1495 mm
Height 1652 mm
Engine 2 cylinder
Capacity 624 cc
Power 35 PS
Fuel Injection Multi Point Fuel Injection (MPFI)
Fuel Type Petrol, diesel versions
Body Type Sheet Metal
Seating Capacity 4 (Four)
20-22 Kmpl (City drive)
Mileage
26 Kmpl (Highways)
Top Speed 105 K.M
Emission Norms Euro-IV, Bharat Stage-III compliant
Safety Norms Frontal Crash Tested
Versions One Standard and Two Deluxe
Compression ratio 9.7:1
Power to weight ratio 0.58
Acceleration 0-60 kmph: 8 secs
Synchromesh on all forward gears,� sliding mesh on reverse gear
Transmission
with overdrive on 4th gear
Gearbox 4 forward speeds, 1 reverse, all forward gears synchronised
Suspension Front Independent mcpherson strut, shock absorber
Suspension Rear Semi trailing arm, coil spring with gas filled shock absorber
Brake Type Dual Circuit, Vertical Split operated by tandem master cylinder
Front Brake 180 mm drum
Rear Brake 180 mm drum
Tyre Type Radial & Tubeless
Front Tyre Size 135/70 R12
Rear Tyre size 155/65 R12
Min. Turning circle
4 meters
radius

37
Ground Clearance 180 mm
Fuel Tank Capacity 15 Litres
Battery Position Semi sealed under the driver's seat

3. Fiat Cars

FIAT LINEA

Features:-

Name: Linea
Model: Diesel Emotion
Sedan
Car Body Type:
C+ Segment
Segment:
168
Top Speed:

Fuel Consumption:
18.00 kmpl.
Highway
14.00 kmpl.

38
Fuel Consumption:

City
N/A
Warranty:
VERDICT
Superb Looks
FOR Feature Rich
Reasonably Priced
AGAINST Fiat's Poor Reputation
1248cc, Multijet, 4 cylinders
Displacement:
Diesel
Engine Type:
93 Bhp @ 4000 rpm
Maximum Power:
209 Nm @ 2000 rpm
Maximum Torque:
4560 mm
Length:
1730 mm
Width:
1487 mm
Height:
5
Seating Capacity:
195/60 R15
Tyre Size:
Double acting Telescopic Dampers & Stabilizer Bar
Suspension:
5.55 mtrs.
Turning Circle:
Boot Space: 500.00 ltrs.
Power
Steering:
Front Disk, Rear Drum
Brakes:
5 Manual
Gears:
161.00 mm
Ground Clearance:
1291.00 kgs.
Kerb Weight:
45.00

39
 Fuel Tank:

Body Color Bumpers:

Tachometer:


Alloys:


ORVM Indicator:


Xenon Headlamps:
2
Trip Meter:


Headlamp Washer:

Airbag:

Parking Sensors: 


Fog Lamp:

Traction Control: 


EBD:

ABS:

Rear Seat Belts: 3

FIAT PUNTO

Features:-
40
 Name: Punto 1.4
Model: Dynamic
Car Body Type: Hatchback
Segment: B+ Segment
Top Speed: 182
Fuel Consumption:
15.00 kmpl.
Highway
Fuel Consumption:
12.00 kmpl.
City
Warranty: 2 Years Unlimited Mileage
Displacement: 1368cc, 16 Valve, DOHC, FIRE
Engine Type: Petrol
Maximum Power: 90 Bhp @ 6000 rpm
Maximum Torque: 115 Nm @ 4500 rpm
Length: 3987 mm
Width: 1687 mm
Height: 1495 mm
Seating Capacity: 5
Tyre Size: 165/80 R14
Suspension: Independent McPherson Struts, Teles Stabiliser Bar
Turning Circle: 5.40 mtrs.
Steering: Power
Brakes: Front Disk, Rear Drum
Gears: 5 Manual
Kerb Weight: 1145.00 kgs.
Fuel Tank: 45.00
Body Color Bumpers: 
Tachometer: 
Alloys: 
ORVM Indicator: 
Xenon Headlamps: 
Trip Meter: 2
Headlamp Washer: 

41
 FIAT PAILO

Features:-

Dimensions & Weight

Length (mm) 3827
Width (mm) 1620
Height (mm) 1440
Wheelbase (mm) 2373
Kerb Weight (kgs) 990
Seating Capacity 05
Engine
Model Designation Petrol 4 Cylinder FIRE
Valves per Cylinders SOHC, 2 Valves
Configuration SOHC
Displacement (cc) 1108
Suspension
Front Independent McPherson strut
Torsion axle, coil springs, stabilizing bar and telescopic dual effect
Rear
shock absorbers
Brakes

42
Type Rack & Pinion Power Steering

Front / Rear Brakes Ventilated Discs/ Drum, Self adjusting Type

Tyres

Type Tubeless 165/80 R 13

Wheels 5.0 B X 13

Fuel Tank 47

Performance

Max. Horsepower
57 PS @ 5250 rpm
(ps/rpm)

Max. Torque (kg

92 Nm @ 2750 rpm
m/rpm)

Steering

Steering Type Rack & pinion Power Assisted

43
 STUDY OF TOPIC

INDIAN AUTOMOTIVE PLAYERS: OVERVIEW OF THE

PLAYERS IN THE INDIAN INDUSTRY

The Indian auto industry is highly competitive with a number of global and Indian auto
companies present. Hence, we have conducted an Inter company analysis of Tata with
Mahindra and Mahindra and Maruti Udyog, to get an idea of the company’s position
(operation and profitability) vis a vis its competitors.

INTER COMPANY ANALYSIS:

Key Players in the Indian auto industry – Passenger Cars

44
 DIRECT COMPETITORS OF TATA MOTORS

Tata motors is the flag bearer of the Indian manufacturing industry , being the
first Indian manufacturing company to have its own indigenously manufactured
passenger car and being the first to make forays into the global market . It is a
showcase for the whole industry with world class process management
techniques being incorporated . But inspite of all this Tata motors have not been
able to make a dent in the global market , neither in the passenger car market and
nor in the heavy commercial vehicles market. Although it holds the 2nd position
in the passenger car market in India, its increasingly feeling the heat from global
competitors like Hyundai , Suzuki etc.in the domestic market too.

 Suzuki: Suzuki through its subsidiary, Maruti Suzuki in the Indian market
may also be alarming. Maruti has aggressively launched family cars to
undermine the Tata models.

 Hyundai: The Indian subsidiary of the Korean auto major, Hyundai Motor
India is currently on an expansion mode and the company is planning to
expand its capacity and launch new models to maintain its share of around 20
per cent in the growing Indian passenger car market. Hyundai Motors have
high sale of i10 & i20. Park also pointed out the fact that the Korean auto
major has plans to launch new models with technology that models sold by
competition do not have. Hyundai Motors India said that the company is
focusing is on the domestic market as the demand is increasing. The officials
of the company also said that the ratio of domestic sales to exports for this
year will be 58:42.

 Mahindra and Mahindra: JV with ITEC, North American leader in heavy

trucks. M&M has formed a 51:49 JV called Mahindra International with
ITEC, USA (parent Navistar International), to manufacture commercial
vehicles and to bolster its position in the CV business. ITEC is the leader in
medium and heavy trucks and buses in North America, and is the world's
45
 largest manufacturer of medium-duty diesel engines. Mahindra International
aims to have a presence across the CV market (6-35 tonnes GVW) with
variants of passenger transport, cargo and specialised load applications and is
likely to start producing medium/heavy commercial vehicles from FY09.

COMPANY POSITION OF TATA MOTORS

After more than two years, Tata Motors has dislodged Korea’s Hyundai Motors
in India from the second spot in monthly domestic passenger vehicle sales. The
spurt in Tata’s June numbers has primarily been due to a dramatic increase in
sales of the Nano, after the mother plant at Sanand in Gujarat went onstream last
month, as well as a surge in that of the Indigo.

Tata Motors’ domestic sales went up by 63.2 per cent in June, with the company
selling 27,811 units compared with 17,039 in the same month last year. Hyundai
saw its car sales grow by 18.9 per cent, selling 27,366 units.

Sales of the Nano, the much-reported small car of Tata, more than doubled from
an average of 3,500 units in recent months to 7,704 in June, pushing up overall
numbers. The Indigo range recorded sales of 7,502 units, growth of 113 per cent
over June last year, when 3,522 units were sold.

A Tata Motors’ spokesperson said: “Going forward, our expectation would be to

maintain the No 2 position in the industry.”

Analysts said Tata would be able to sustain its growth in sales. “The newly-
created Nano segment has huge opportunities and, therefore, Tata Motors is
likely to sustain its numbers because of the higher volumes it will generate,” said
Abdul Majeed, national head of automotive practice in PricewaterhouseCoopers.

However, Hyundai executives said that as they made only passenger cars, unlike
utility vehicles made by Tata such as the Sumo, the comparison should be only
within the former category, where the Korean major is still No 2.

46
 POLE POSITION
June’11 June ’12 Growth (%)
Maruti 61,773 72,812 17.9
Tata Motors 17,039 27,811 63.2
Hyundai 23,016 27,366 18.9
M&M* 18,154 17,573 -3.2
GM India 4,492 9,539 112.0
Ford India 1,982 7,269 267.0
Toyota
4,367 6,180 42.0
Kirloskar
Honda Siel 5,048 4,595 -8.9
Fiat India 2,474 2,137 -13.6
SkodaAuto
1,145 1,638 43.0
India
Total 139,490 176,920 26.8

Others are more sceptical of a Tata lead. “While Nano numbers are the pre-sold
orders and the company is only accelerating the deliveries from its new plant, we
need to wait and watch for at least a quarter to see if it is sustainable. Moreover,
Tata’s will need more products in the passenger car category to remain ahead of
Hyundai in the long run,” said Rakesh Batra, national head (automotive
practice), Ernst & Young. More, as Hyundai would be launching a small sub-
Santro car, whose date of launch has not been disclosed.

Buoyed by a spurt in demand, the overall passenger vehicles’ market continued

its steady growth, with sales up by 26.8 per cent in the month. As many as
176,920 units were sold by leading auto companies (see chart). Maruti Suzuki
continued to be in the top spot, selling 72,812 units, much ahead of the

47
competition, a growth of 17.9 per cent. “The growth in June is extremely high
as you must remember the base was very high last year in June,” said R C
Bhargava, chairman of Maruti Suzuki. “The fundamentals of the economy are
good and demand is picking up on the back of new models. The industry is
expecting an annual growth of 12 per cent in 2010-11”.

Many of the new car models have helped their companies to show good numbers.
GM India saw its sales go up 112 per cent in June, thanks to growing demand for
its recently launched Beat, which sold 3,415 units. Ford India has a three-month
waiting list for its small car, the Figo.

48
 RESEARCH METHODOLOGY

The purpose of methodology is to describe the process involved in research work. This
includes the overall research design, data collection method, the field survey and the analysis
of data.

OBJECTIVES OF STUDY:

The object of report is not only to focus on competitors but also to get the competitive
position in the national as well as international market through customer satisfaction. These
are as follows.

 To study the customer satisfaction level.

 To study the customer perception regarding product and services of TATA Motors
and also to inculcate necessary suggestions.

STEP IN SAMPLING PLAN:-

Sampling Frame: The list of sampling units from which sample is taken is called sampling
frame. Sirsa city map was studied thoroughly and samples were selected from the place in a
scattered manner to get effective result.

SAMPLING TECHNIQUE:

 Because it was not possible to consider each and every person of those cities or of
villages so CONVIENIENT SAMPLING is taken.

SAMPLING SIZE: Total sample size is 100. The following sample is taken
according to area wise is as follows:
Sample:
 Delhi Road Bypass, Sirsa 20
 M C Colony, Sirsa 20
 Mansa Road, Sirsa 20
 CDLU, Sirsa 20
 GGS Marg, sirsa 20
49
 SAMPLING PROCEDURE:

The selection of respondents were accordingly to be in a right place at a right time and so
the sampling were quite easy to measure, evaluate and co-operative. It was a randomly
area sampling method that attempts to obtain the sample of convenient.

Source of data collection:-

PRIMARY:

 Observation
 Experiment
 Survey

For the 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.

LIMITATIONS OF THE STUDY:

Since the road to improvement is never ending, so this study also suffers from certain
limitations. Some of them are as follows:

 Because of illiteracy, it was a time consuming method in which continuous guidance

was required.
 Questionnaire method involves some uncertainty of response. Co-operation on the part
of informants, in some cases, was difficult to presume.

50
  It is possible that the information supplied by the informants may be incorrect. So, the
study may lack accuracy.

SCOPE OF THE STUDY:

These are some of the scope of the study :

 The present study can be extended to access the present marketing condition of Indian
automobile sector.
 The study can be used to design a proper product, price, place and promotional
strategy for the market.
 From the present study we can know the market share of different products and
accordingly formulated strategy to enhance it.
 The result of marketing success can be interpreted to assess the rate of employee
satisfaction in various departments.
 This study can be applied to find out an effective distribution channel to enhance the
sale of various products of Tata motors.

DATA ANALYSIS AND INTERPRETATION

51
Q1 PERCENTAGE OF TATA OWNERS

INTERPRETATION:

YES NO

TATA OWNERS 24% 76%

 24% of the respondents were owners of TATA

 76% of the respondents were owners of Others.

Q2 CUSTOMER SATISFACTION RATING

52
 CUSTOMER SATISFACTION

17%

SATISFIED
DISSATISFIED

83%

INTERPRETATION:

SATISFIED DISSATISFIED

CUSTOMER 17% 83%

SATISFACTION

 83% of the Respondents were satisfied with their cars and the services of TATA
 However 17% of the Respondents were dissatisfied at the same time

Q3 PREFERENCES OF BUYING A NEW CAR

53
INTERPRETATION:

Sr. No Preference of buying New Car Company

1. TATA 18%

2. HYUNDAI 21%

3. MARUTI 37%

4. HONDA 24%

 18% of the respondents would prefer to buy a Tata car against its competitors.

 37% of respondents preferred for Maruti.

 21% and 24% respectively preferred for Hyundai & Honda.

Q4 WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT TATA

54
INTERPRETATION:

Sr.No. MEDIA/SOURCE PERCENTAGE

1. DEALERS 12%

2. PRIENT MEDIA 20%

3. TV 13%

4. INTERNET 55%

 Information through Internet and Print media accounts for more than half or 75% of
the information shared with the masses.

 Rest 25% was shared by T.V. and Dealers for providing the information.

Q5 TATA CARS HAS THE MOST FUEL EFFICIENCY

55
INTERPRETATION:

YES NO

FUEL EFFICIENCY 78% 22%

 78% of the respondents felt that Tata has the most fuel efficiency.

 While 22% felt it isn’t the most fuel efficient

Q6 THE FEATURES OF TATA AS COMPARED TO OTHER CARS

56
INTERPRETATION:

Sr.No. SATISFACTION LEVEL %AGE OF RESPONDENT

1. GOOD 70%

2. VERY GOOD 10%

3. NOT SO GOOD 8%

4. SATISFACTIORY 12%

 70% of the respondents felt that the features of the Tata are good.

 While 8% of respondents thought it was not so good, 10% thought it was very good
and 12% felt satisfactory about the features.

Q7 THE QUALITIES THAT BEST DESCRIBES TATA

57
INTERPRETATION:

Sr.No. FEATURES PERCENTAGE

1. HANDLING 15%

2. FUEL EFFICIENCY 18%

3. DESIGN 38%

4. COMFORT 29%

 Tata is best known for its design & comfort.

 Then comes Handling and Fuel Efficiency.

Q8 HOW DO YOU FIND THE INTERIORS OF TATA?

58
INTERPRETATION:

Sr.No. SATISFACTION LEVEL PERCENTAGE

1. GOOD 74%

2. VERY GOOD 16%

3. NOT SO GOOD 3%

4. SATISFACTORY 7%

 The interiors of Tata are very good according to 74% of the respondents.

 16% said it was very good, 7% said it was satisfactory and 3% felt it was not so good.

Q9 WHAT SHOULD BE DONE TO IMPROVE TATA ?

59
INTERPRETATION:

Sr.No. FEATURE TO IMPROVE TATA %AGE

1. MAKE IT AFFORDABLE 72%

2. CHEAPER SPARE PARTS 15%

3. MORE SERVICE STATION 13%

 If Tata is made more affordable then it would win more customers, a theory
which was backed by 72% of the respondents.

 15% and 13% respectively want cheaper spare parts and more service
stations.

Q10 WHAT SHOULD BE DONE TO MAKE TATA THE BEST CAR?

60
INTERPRETATION:

Sr.No. FEATURES TO MAKE TATA BEST CAR PERCENTAGE

1. MAKE IT MORE FUTURISTIC 60%

2. MAKE IT MORE SPORTY 15%

3. GIVE IT A RETRO LOOK 10%

4. GIVE IT ACONCEPT CAR LOOK 15%

 To make it the best car in its class it should be made more futuristic which
was felt by 60% of the respondents.

 15% of the respondents thought it should be made more sporty.

 10% wanted it to have a retro look and 15% wanted to give it a concept car
look.

Q11 ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED

BY TATA?

61
INTERPRETATION:

HAPPY UNHAPPY

SATISFY WITH AFTER SALES SERVICES 85% 15%

 Overall 85% of the respondents were happy with the after sales service
provided by Tata.

 15% were unhappy with Tata due to poor after sales services provided by
them.

62
 FINDINGS

 76% of the respondents were owners of Tata

 83% of the Respondents were satisfied with their cars and the services of Tata,

However 17% of the Respondents were dissatisfied at the same time

 18% of the respondents would prefer to buy a Tata car against its competitors

 Information through Internet and Print media accounts for more than half or 75%

of the information shared with the masses. Rest 25% was shared by T.V. and

Dealers for providing the information

 78% of the respondents felt that Tata has the most fuel efficiency

 70% of the respondents felt that the features of the Tata are good. While 8% of

respondents thought it was not so good, 10% thought it was very good and 12%

felt satisfactory about the features

 Tata is best known for its design & comfort. Then comes Handling and Fuel

Efficiency.

 If Tata is made more affordable then it would win more customers, a theory which

was backed by 72% of the respondents.15% and 13% respectively want cheaper

spare parts and more service stations.

 To make it the best car in its class it should be made more futuristic which was

felt by 60% of the respondents.15% of the respondents thought it should be made

more sporty.10% wanted it to have a retro look and 15% wanted to give it a

concept car look.

63
 RECOMMENDATIONS

Tata Motors try to provide best service to customer when we compare Tata cars with other
brands, tata provide better facilities from other cars. Tata cars is successful in indian market
& people want Tata car to change the models & name of car like (Tata indica vista is totaly
change from Tata indica but name is indica) .

Tata NANO customers have problem with Tata NANO, Tata NANO is totaly unsuccessful
in Indian market. NANO customers are unsatisfied. That is demerit of Tata Motors.

Maruti Suzuki India has been subdued and moving probably – selling pressure coming in it
on high levels, Tata Motors seemingly to be highly volatile stock but lot of customers are
coming in the lower end of that particular stock. Tata Motors would be the best among the
autos if you want to go long on any of the auto pack.

In spite of these conditions, Company has made a giant leap forward thanks to its advanced
management philosophy, designed to ensure a better future for Company and its customers.
Company is growing and the brand appreciated by its customers because it is
continuously striving to achieve the single goal of making good quality products with an
emphasis on the customer first principle across all management levels, including
production, sales, and service.

64
 SUGGESTIONS
A Tata motor is one of the best cars manufacturing company in India, customers are satisfied
because of affordable price, but the maintenance problem and resale value is too low. These
are the two main reasons of customers dissatisfaction and other reason is not responding to
customers complaints quickly especially said by nano customers, that means all the
comments are not fulfilled properly, and indigo customers says engine performance are not
good.
That is the big reason of Tata motors is no 2 position in Indian market, thus, we can say that
Tata only focus on their sales but not on the customers satisfaction. So, Tata motors should
give proper attention towards their loyal customers.

As statics suggests that on an average more than 73% people feel that the prices are
affordable whereas 12% do not agree, 74% believe that attractive discounts are offered
whereas 26% are not satisfied with the discounts offered. 20% said that the test drives are not
offered and 15% said that post sales follow ups are not done regularly whereas 85% said that
they were done regularly, 86% people agreed that the sales persons are knowledgeable and
14% strongly disagreed that the sales persons are knowledgeable. 64% people agreed that the
sales persons spent enough time with them before the sales and 36% strongly agreed with
this. 62% agreed that sales persons spent enough time with them during the sales, while 34%
strongly agreed that the sales persons spent enough time with them during sales and only 4%
disagreed with this.
60% agreed that the sales persons spent enough time with them after sales, 26% strongly
agreed with this and 14% disagreed that the sales persons spent enough time with them after
sales.
94% agreed that the display of merchandize was attractive and 6% strongly agreed that the
display of merchandize was attractive. 91% agreed that the availability of the product was
there, 5% strongly agreed that the availability was there while only 4% said they disagreed
with this. 87% agreed that there was variety/selection of merchandize whereas 7% strongly
agreed that enough variety was there and 6% disagreed with this. 82% agreed that the vehicle
was in good condition when delivered, 16% strongly agreed with this whereas only 2%
disagreed with this. 64% strongly agreed that the prices are affordable, 21% agreed that the
prices are affordable whereas only 15% said that they neither disagreed nor agreed with this.

65
55% agreed that the discounts offered are attractive, 34% strongly agreed with this while
11% disagreed and said that the discounts offered were not attractive. 80%agreed that the
décor of the waiting area was pleasing while 20% strongly agreed that the décor of the
waiting area was pleasing74% agreed that the test drive was offered to them, 6% strongly
agreed that the test drive was offered while 20% disagreed with this. 59% agreed that the post
sales follow ups are done regularly, 26% strongly agreed and 15%disagreed with this. 4%
agreed that the response to complaints is quick, 18% strongly agreed, 12% neither agreed nor
disagreed and 6% disagreed with this. 82% said that the service at TATA service station is
excellent, 14% strongly agreed while only 4% disagreed with this. 85% agreed that yes they
were careful with personal information, strongly agreed with this and 8% neither agreed nor
disagreed. 94% strongly agreed that all the commitments were fulfilled and 6% agreed with
this. 98% said yes that they are aware about TATA insurance while only 2% said that they
were not aware.

People feel that Tata Cars are people’s car as it is satisfactory on all parameters they have
knowledgeable sales persons , employees spent enough time before and during sales, display
of merchandise is attractive, availability of product, variety of merchandize, vehicle in good
condition, prices are affordable, attractive discounts are offered, décor of the waiting area is
pleasing, responds to complaints quickly, service at TATA Motors service station is
excellent, careful with personal information and is value for money . The overall opinion
about TATA Motors is very good.

66
 BIBLIOGRAPHY

Books:
1. Philip Kotler, Kevin Keller (2009), Marketing Management (Thirteenth Edition)
2. Marketing Management, The McGraw.Hill Company Rajan Saxena (Third Edition)
3. Berman, Berry and Joel r Evans (Oct- 1997) Retail Management: A strategic approach
8th edition Englewood cliffs NJ printcehall
4. Country analysis 1997 “ A framework to identify and evaluate the national business
environment”
Hardward business review.
MAGAZINES:
A) OUTLOOK BUSINESS (FEB, 2013)
B) BUSINESS STANDARD (April-July 2013)
C) 4P’S OF BUSINESS AND MARKETING (June 2013)
D) BUSINESS TODAY - Pick and Choose
E) BUSINESS TODAY - Tata Motors to bring Jaguar, Land Rover to India
INTERNET:
1. Tata Motors' Official Website

2. Wiki - Tata Motors Ltd

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

4. http://www.capitaline.com

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

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

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

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

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

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

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 APPENDIX

QUESTIONNAIRE FOR CONSUMER

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 NO
IF YES, THEN WHICH ONE?
(I)TATA (II) HYUNDAI (III) MARUTI

2. HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY TATA ?

(I)SATISFIED (II) DISSATISFIED

3. IF SATISFIED, THEN ARE YOU HAPPY WITH THEIR CHARGES AND

TIMELY DELIVERY THEY WERE OFFERING?
(I)HAPPY (II) UNHAPPY

4. IF GIVEN A CHOICE TO CHOOSE A CAR COMPANY, WHICH COMPANY

WOULD YOU CHOOSE?
(I) TATA (II) MARUTI (III) HYUNDAI

5. WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT TATA ?

(I)DEALERS (II) PRINT MEDIA
(III)T.V. (IV)INTERNET

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6. DO YOU THINK TATA HAS THE MOST FUEL EFFICIENCY?
(I)YES (II) NO

7. HOW DO YOU FIND THE FEATURES OF TATA AS COMPARED TO

OTHER CARS?
(I)GOOD (II) VERY GOOD
(III)NOT SO GOOD (IV) SATISFACTORY

8. WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES TATA?

(I)HANDLING (II) FUEL EFFICIENCY
(III)DESIGN (IV)COMFORT

9. HOW DO YOU FIND THE INTERIORS OF TATA?

(I)GOOD (II) VERY GOOD
(III)SATISFACTORY (IV) NOT SO GOOD

10. ACCORDING TO YOU WHAT SHOULD BE DONE TO IMPROVE TATA?

(I) MAKE IT MORE AFFORDABLE
(II) CHEAPER SPARE PARTS
(III)MORE SERVICE STATIONS

11. ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE TATA

THE BEST CAR?
(I)MAKE IT MORE FUTURISTIC
(II)MAKE IT MORE SPORTY
(III)GIVE IT A RETRO LOOK
(IV)GIVE IT A CONCEPT CAR LOOK

12. ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED BY
TATA ?

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(I)YES (II) NO
(III) HAPPY BUT IT CAN BE BETTER.

70