INTRODUCTON

Perception of Consumer behaviour:Perception of Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service.

Perception of Consumer behaviour involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, socio-psychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general.

Buyer behaviour has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.

Factors Affecting Consumer Buying Behaviour:

Consumer buying behaviour is influenced by the major three fact ors: 1. Social Factors 2. Psychological Factors 3. Personal Factors.

A.

Social Factors
Social factors refer to forces that other people exert and which affect

consumers purchase behaviour. These social factors can include culture and subculture, roles and family, social class and reference groups. Example: By taking into consideration Reference group, these can influence/affect the consumer buying behaviour. Reference group refers to a group with whom an

individual identifies herself/himself and the extent to which that person assumes many values, attitudes or behaviour of group members. Reference groups can be family, school or college, work group, club membership, citizenship etc. Reference groups serve as one of the primary agents of consumer socialization and learning and can be influential enough to induce not only socially acceptable consumer behaviour but also socially unacceptable and even personal 6 destructive behaviour.

For example, if fresher student joins a college / university, he/she will meet different people and form a group, in that group there can be behaviour patterns of values, for example style of clothing, handsets which most of group member prefer or even destructive behaviour such as excessive consumption of alcohol, use of harmful and addictive drugs etc. So, according to how an individual references him / her to that particular reference group, this will influence and change his/her buying behaviour.

B. Psychological Factors
These are internal to an individual and generate forces within that influence her/his purchase behaviour. The major forces include motives, perception, learning, attitude and personality.

Example:

Attitude is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment. Consumer form attitude towards a brand on the basis of their beliefs about the brand. For example, consumers of Sony products might have the belief that the products offered by Sony are durable; this will influence those customers to buy Sony products due to this attitude towards the brand.

C. Personal Factors
These include those aspects that are unique to a person and influence purchase behaviour. These factors include demographic factors, lifestyle, and situational factors.

Example:

Lifestyle is an indicator of how people live and express themselves on the basis of their activities, interests, and opinions. Lifestyle dimension provide a broader view of people about how they spend their time the importance of things in their surroundings and their beliefs on broad issues associated with life and living and themselves. This is influenced by demographic factors and personality.

Definition:
Consumer buying decision process is the processes undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service.

Consumer decision making process generally involves five stages:

Need Recognition

Search Informatio n

Alternative Evaluation

Purchase Action

Post Purchase

Figure -Consumer Decision

Need Recognition
Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision process, because without recognizing the need or want, an individual would not seek to buy goods or service.

There are several situations that can cause problem recognition, these include: Depletion of stock Dissatisfaction with goods in stock Environmental Changes Change in Financial Situation Marketer Initiated Activities

Example:
When a person recognizes that he/she is having a difficulty that he/she is not able to travel with his/her family member. Then recognizes that his/her must have car and needs to buy a new car.

Information Search
After the consumer has recognized the need, he / she will trying to find the means to solve that need. First he will recall how he used to solve such kind of a problem in the past, this is called nominal decision making. Secondly, a consumer will try to solve the problem by asking a friend or goes to the market to seek advice for which product will best serve his need, this is called limited decision making.

Sources of information include:

Personal sources Commercial Sources Public sources Personal experience

The person after recognizing that his/her need, he/she will eventually try to find out how he/she can purchase the car. If he/she cannot make a decision his/herself then he/she will ask a friend to help out, if the friend do not have sufficient knowledge, he/she would go to automobile showroom of a different company and try to get adequate information regarding price, feature, performance and after sale service.

Alternatives evaluation
Consumers evaluates criteria refer to various dimension; features, characteristics and benefits that a consumer desires to solve a certain problem. Product features and its benefit is what influence consumer to prefer that particular product. The consumer will decide which product to buy from a set of alternative products depending on each unique feature that the product offers and the benefit he / she can get out of that feature.

Example:
When that user got enough information concerning the different brands of cars available in the market, he/she will decide which kind of car and also which company or brand he/she is going to buy depending upon his/her need.

Purchase Action
This stage involves selection of brand and the retail outlet to purchase such a product. Retail outlet image and its location are important. Consumer usually prefers a nearby retail outlet for minor shopping and they can willingly go to a far away store when they purchase items which are of higher values and which involve higher sensitive purchase decision. After selecting where to buy and what to buy, the consumer completes the final step of transaction by either cash or credit.

Example: After selecting company or brand of the car and model from different alternatives of cars, he/she will make a final decision of where to buying that car and make the final transaction procedures.

Post-purchase Actions
Consumer favorable post-purchase evaluation leads to satisfaction.

Satisfaction with the purchase is basically a function of the initial performance level expectation and perceived performance relative to those expectations. Consumer tends to evaluate their wisdom on the purchase of that particular product. This can result to consumer experiencing post purchase dissatisfaction. If the consumers perceived performance level is below expectation and fail to meet satisfaction this will eventually cause dissatisfaction, and so the brand and/or the outlet will not be considered by the consumer in the future purchases. This might cause the consumer to initiate complaint behaviour and spread negative word-of-mouth concerning that particular product.

Example:
If he/she decided to buy a car he/she will try to compare the performance, speed, mileage and comfort of the particular car, whether they meet his/her expectations. If he/she would find that his/her expectations are meet she will be satisfied, if she found that there are more additional features that he/she did not expect this car to have, she will be delighted, otherwise she will be dissatisfied.

REVIEW OF LITERATURE
Definition of Buying Behavior: Buying Behavior is the decision processes and acts of people involved in buying and using products. Need to understand: Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for: Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a marketing mix(MM) that satisfies (gives utility to) customers, therefore need to analyze that what, when and how consumers buy. Marketers can better predict how consumers will respond to marketing strategies.

Stages of the consumer Buying Process

Six stages to the consumer Buying Decision Process (For complex decision). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexitydiscussed next. The 6 stages are: 1. Problems Recognition (awareness of need)difference between the desired state and the actual condition. Deficit in assortment of products. HungerFood. Hunger stimulates your need to eat. Can be stimulated by the marketer through product informationdid not know you were deficient? I.E., see a commercial for a new pair of shoes.

2. Information search__ Internal search, memory. External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparision-shopping; public sources etc. A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want to go out and eat, evoked set is o Chinese food. o Indian food o Burger king o Klondike kates etc

3. Evaluation of Alternativesneed to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc. Information from different sources may be treated differently. marketers try to influence by framing alternatives. 4. Purchase decisionmay differ from decision, time lapse between 4 & 5, product availability. 5. Purchasechoose buying alternative, include product, package, store, method of purchase etc.

6. Post-purchase Evaluationoutcome: satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc. After eating an Indian Meal, may think that really you wanted a Chinese meal instead.

Types of consumer Buying Behavior

Types of consumer buying behavior are determined by: o Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation.

o Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. o High involvement purchasesHonda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk. Personal risk. Social risk. Economic risk. The four type of consumer buying behavior are: Routine Response/programmed Behaviorbuying low involvement frequently purchas4ed low cost items; need very little search and decision effort; purchased almost automatically. Example includes soft drinks, snacks foods, milk etc. Limited Decision Makingbuying product occasionally. When you need to obtain information about unfamiliar brand in a familiar, product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes know product class but not the brand. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance0psycological risk. Examples include cars, homes, computers, and education. Spend a lot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.

Categories that Effect the Consumer Buying Decision Process

A consumer making a purchase decision will be affected by the following three factors: 1. Personal 2. Psychological 3. Social

Personal
Unique to a particular person. Demographic Factors. Sex, Race, Age etc. Who in the family is responsible for the decision-making? Young people purchase things for different reasons than older people.

Psychological factors
Psychological factors includes: Motives Perception Ability and knowledge Attitude Personality Lifestyle Social factors Roles and family Influences

Social Class
An open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions. Social class influences many aspects of our lives. IE upper middle class Americans prefers luxury cars Mercedes. It determines to some extent, the types, quality, and quantity of products that a person buys or uses Lower class people to tend to stay close to home when shopping; do not engage in much prepurchase information gathering. Stores projects definite class images. Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture.

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Research Methodology
Research Method:Two broad research methodologies can be used to answer any research question. They are Experimental research or Non experimental research. In experimental research, there is control over the extraneous variable and manipulation of at least one variable investigator. In Non experimental research, there is no intervention beyond that needed for the purpose of measurement.

The study uses Non experimental research method.

RESEARCH DESIGN:
A research design is a statement or specification of the methods and procedures used for acquiring the information needed for the solution of some specific problems. It provides a scientific frame work for conducting a research.

Although research design may be classified by many criteria, the most useful one concerns the major purpose of the investigation. On the basis, research design can be classified into three classes Exploratory, Descriptive and Casual. If no formal design or structural questionnaires are used, exploratory design is used. If a person is conversant with the problem environment, or is conducting the research for some specific purpose using structural questionnaire to gather information, the research design is descriptive. Casual research design is used to establish cause and affect relationship.

For descriptive studies and also casual studies, data analysis and project output are critical aspects of research planning. This study uses descriptive design.

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NEED FOR THE STUDY

The standard of living in India is improving year to year.People are able to effort from luxury items .For self-satisfaction and need fulfillment.

With the opening up of the Indian economy and the liberalization policies of the central government.

Money leading international players have enter the Indian market.With their latest technology and international products.

So in order to know which brand has got good brand image and market.Share a study is needed to know the market share.

By this analysis we will make on attempt to understand the buying behavior of the Consumers towards different brands and analysis the positive and future of Toyota motors pvt. ltd.

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Objectives of the Study

The study has been under taken to analyze the Perception of Consumer behaviour towards the Toyota in Hyderabad with a special reference to the Toyota motors, the other objectives are:

To know the strength and weaknesses of the Mahindra Toyota. Brand name plays a vital role for launching a new product. To provide suggestions, in improving the customer satisfaction and the company sales and profitability and image to increase the brand level. To know the perception towards the Brand about the sales service offers to buy Toyota products. Examine the Perception of Consumer behaviour about the cars.

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Importance of Consumer Behaviour

Ever increasing intensifying competition. More aggressive competitors emerging with greater frequency.

Changes basis of competition. Geographic sources of competition are becoming wider.

Niche attacks are becoming frequent. Pace of innovation is rapid.

Price competition becoming more aggressive. Product differentiation is declining.

The marketing concept involves understanding the needs of the consumers and translating these needs into products or services to satisfy these needs.

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SCOPE OF THE STUDY

The present study covers Perception of Consumer behaviour of Toyota Company at Hyderabad. The processes at a company use to track an organize its contact with its current and prospective customer of Toyota company.

This project report has its trust on marketing activities of Toyota. This study confine to marketing strategies used by the organization mainly promotional (Sales promotion advertising and publicity).

To increase the market for Toyota by attracting more and more customers.

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DATA COLLECTION METHOD

The following steps are involved in the data collection process:

1. Finding out the type of information required in the investigation process. 2. Establishing the facts that are available at present and the additional facts required. 3. Identification of the source from where they can be available. 4. Selection of appropriate information collection method.

The data required from this study is collected from primary and secondary sources; The data collected are both Quantitative and Qualitative.

PRIMARY SOURCES:
The primary source used for gathering data required for this survey is Survey method. In the survey method a Survey of the consumers behaviour towards Four-wheeler is done. A planned effort is made using structured questionnaire to interview the respondents. The respondents are the owner of the four-wheeler, who are interviewed, are chosen using non-probability sampling method. The survey can be done through personal interviews. In this study respondents are interviewed personally so that the errors involved in gathering primary data are minimized.

SECONDARY SOURCES:
The secondary sources used for collecting data are:

1. Internal Sources
Companys Reports. Companys Publications. Companys Employees.

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2. External Sources
Information was gathered from Magazines like Auto Expo, Car Bazaar, and Business World & Business Today. Business dailies like The Economic Times, The Business Line etc. News Paper like The Hindustan Times, Business Standard & The Corporate Times. Apart from this some information was also taken from internet.

SAMPLING PROCESS:
Taking into account the practical considerations (such as time limit, cost, etc) the study a sample survey as the means of gathering primary information. A sample survey allows a reason to concentrate his attention upon a relatively small number of people and hence, to devote more time and energy to ensure that the information collected from them is more accurate.

DEFINING THE POPULATION:

The first thing that a sample plan must include is the definition of the population to be investigated. The population should be defined as clearly as possible. The population chosen for the study, taking into consideration the objective of the study is defined as, all the customer of four-wheeler.

SAMPLE DESIGN:
Sample design is the heart of the sample planning process. A sample design involves specifications of the type of sample used, the appropriate sampling unit, and the sample size.

TYPE OF SAMPLE:
The study use non-probability sampling. Most of the sampling in marketing research is non-probability in nature. Of the various non probability methods, 17

convenience sampling method is used in this study rather than using a table of random number as in probability sampling. Convenience sampling means that the sampling units are accessible, convenient and easy to measure.

The advantage of choosing a non-probability sampling methods is that the sampling error will be lesser when compared to probability sampling.

SAMPLING UNIT:
The sampling unit forms the basis of the entire sampling procedure. It is that which is actually chosen by the sampling process. The sampling unit may contain one or more population elements. The sampling units in the study consist of the private employees, government employees, business people and others.

SAMPLE SIZE:
The sample consist of 100 customer selected from the Hyderabad using convenience sampling method. Out of the customers selected for the study, some did not own four wheeler and some had not responded well. Hence they had to be replaced by other customers.

PERIOD OF THE STUDY:

The present study covers for a period of one year (2009-2010). My project was for a period of -45days.

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LIMITATIONS OF STUDY:1: The study is restricted to only Radha Krishna Toyota Company

2: The study is related to just (2009-2010).

3: The data collection is limited to Perception of consumer behaviour only.

4: Due to the limitation of span of time and limited resources survey was conducted for a period of 8 weeks.

5: Improper response from customers and buyers, but it was minimal.

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Industrial profile
The automobile industry has changed the way people live and work. The earliest of modern cars was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As the century turned, three cars were imported in Mumbai (India). Within decade there were total of 1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel was used for transportation in India. In the beginning of 15th century Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By 1600s small steam-powered engine models as developed, but it took another century before a full-sized engine-powered vehicle was created.

The actual horseless carriage was introduced in the year 1893 by brothers Charles and Frank Duryea. It was the first internal-combustion motor car of America, and it was followed by Henry Ford's first experimental car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an aluminum body.

It was usually driven by chauffeurs and emphasis was on comfort and style rather than speed. During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-steel wheels, and four-wheel brakes.

Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body. The 1937 Pontiac De Luxe sedan had roomy interior and rear- hinged back door that suited more to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their predecessors.

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The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires. The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It as built on compact and stylized lines, and was capable of 230 km/h (144 mph).

This was the Indian automobile history, and today modern cars are generally light, aerodynamically shaped, and compact.

Facts & Figures

The automobile industry in India is on an investment overdrive. Be it passenger car or two-wheeler manufacturers, commercial vehicle makers or three-wheeler companies everyone appears to be in a scramble to hike production capacities. The country is expected to witness over Rs 30,000 crore of investment by 2010.

Over the next one year, some 20 new cars will be seen on Indian roads. Take note of this, Maruti Udyog is coming up with new SPLASH during the next few months. Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be launching a mini and may be a compact car.

Most of the companies have made their intentions clear. Maruti Udyog has set up the second car plant with a manufacturing capacity of 2.5 lakh units per annum for an investment of Rs 6,500 crore ( Rs 3,200 crore for diesel engines and Rs 2,718 crore for the car plant itself).

Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3 years. Hyundai will bring in more than Rs 3,800 crore to India. Tata Motors will be investing Rs 2,000 crore in its small car project. General Motors will be investing Rs 100 crore, Ford about Rs 350 crore and Toyota announced modest expansion plans even as Honda Siel has earmarked Rs 3,000 crore over the next decade for India - a sizeable chunk of this should come by 2010 since the company is

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also looking to enter the lucrative small car segment.

Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each announced well over Rs 1,000 crore of investment. Mahindra &

Mahindra's joint venture with International Trucks is expected to see an infusion of at least Rs 500 crore.

Industry performance in 2008-09

The Indian automotive market managed to stand up to the vagaries of the economic meltdown to show slightly positive growth during fiscal 2008- 09. Overall vehicle sales at 97.23 lakh grew 0.71 per cent from 96.54 lakh units in 2007-08.

When major automotive markets reported a 30-40 per cent decline, only a handful of countries managed to show positive growth. A few months ago, India was looking at negative growth but has turned around. It is actually better than expected.

Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle sales showed a 21 per cent drop .

SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth for passenger vehicles. The three-wheeler segment may grow 5-8 per cent growth while two-wheelers may show 3-5 percent growth.

The passenger vehicle market has weathered the downturn largely due to market leader Maruti Suzuki which holds 48 percent of the market. The compact car giant clocked 7.22b lakh units for 2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars, a growth of 13 percent. Tata Motors sales grew 1.3 percent at 2.30 lakh units while Mahindra & Mahindra posted 2.5 percent growth at 1.06 lakh units. Most premium car maker s saw volumes shrink last fiscal. Toyota Kirloskar Motors numbers Ford Indias fell 15 percent to 46,892 units while sales were down

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17percent to 27,976 units. Honda Siel Cars India also saw a 17 percent drop at 52,420 units while General Motors India was down 8 percent to 61,526 units.

Among commercial vehicle makers, all major players saw substantial fall in volumes. Market leader Tata Motors with a 60 percent plus share, showed 22 percent drop in numbers at 2.34 lakh units while Ashok Leyland showed 37 percent drop at 47,632.

Eichers sales volume fell 37 percent at 17,341 units and Force Motors was down 28 percent at 7,819 units. The freight movement is unlikely to improve this fiscal which will impact ruck sales. Two-wheeler sales grew 2.6 percent to 74.38 lakh units. Hero Honda has made up for the erosion of sales volume for other two-wheeler makers including Bajaj Auto and TVS Motor Company, said Mr. Matta. Hero Honda clocked 36.40 lakh units, a growth of 12.5 percent. Bajaj Autos volumes dropped 23 percent to 12.86 lakh units while TVS saw a marginal decline at 11.36 lakh units. Honda Motorcycle and Scooter India s sales surged 16 per cent to 10.15 lakh units.

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Company Profile
In 2006, Toyota was engaged in a variety of projects designed to solidify its foundations while continuing to grow. On the product front, Lexus launched its new flagship model, the LS, and the new global Camry went on sale. In Japan, a new Corolla range was introduced, emphasizing the importance of this bestselling car.

In manufacturing, several new projects were started around the world. In May, manufacture of the Camry began in Guangzhou, China, while in the United States, the Kentucky plant, which in October celebrated 20 years of production, started manufacturing the first Toyota hybrid vehicle to be made in North America, the Camry Hybrid. In November, the Texas plant began producing the new Tundra truck, a key vehicle in Toyotas North American lineup. In Japan, Toyota Motor Kyushu, Inc. began full-scale operations at its engine factory, while Toyota Motor Tohoku Co., Ltd. increased its manufacturing capacity. In human resources development, following the establishment of the Asia Pacific Global Production Center in Thailand in August 2005, Toyota established the North American Production Center in the U.S. in February, and the European Global Production Center in the United Kingdom in March. Established as branches of the Global Production Center in Japan, these were created to spread Toyotas manufacturing knowledge and skills throughout the world in pace with the rapid growth of Toyotas overseas manufacturing. The centers educate trainers for local manufacturing plants in all regions, with trainees passing on what they learn to team members on their return to their plants. In R&D, Toyota focused its efforts on three key areas: environment, safety and energy. It made a special effort in the area of the environment by expanding its lineup of hybrid vehicles, and has worked on R&D relating to plug-in hybrid. In addition, as part of Toyotas efforts to respond to the diversification of energy, in 2007 Toyota introduced a flex fuel vehicle* in the Brazilian market that will run on 100% bio- ethanol fuel. From this point on, based on the philosophy of providing the right car, in the right place, at the right time, and in accordance with the infrastructure and customer needs of each region, Toyota will continue to promote efforts to develop environmentally friendly technology and vehicles.

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CORPORATE DATA
Since its foundation, Toyota has conducted business with contributing to the development of a prosperous society through the manufacture of automobiles as a guiding principle. When I became president two years ago, I called on all employees to work with me in returning to our origins and asking earnestly whether Toyota is truly contributing to society and whether we are doing everything we should be doing. On the occasion of Toyotas 70th anniversary, we will reinforce our measures designed to return to our core principle, which is to "repay the earth and society through technological innovation (and contribute to enhancing the quality of life everywhere.

Company Name Toyota Motor Corporation Established August 28, 1937 Tokyo Head Office1-4-18 Koraku, Bunkyo-ku, Tokyo 112-8701, Japan Phone: (03)3817-7111 Nagoya Office 4-7-1 Meieki, Nakamura- ku, Nagoya City, Aichi Prefecture 4508711, Japan Phone: (052)552-2111 Head Office Toyota-Cho, Toyota City, Aichi Prefecture 471-8571, Japan Phone: (03)3817-7111

GUIDING PRINCIPLES
Honor the language and spirit of the law of every nation and undertake open and fair corporate activities to be a good corporate citizen of the world. Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in the communities. Dedicate our selves to providing clean and safe products and to enhancing the quality of life everywhere through all our activities.

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 Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide. Foster a corporate culture that enhances individual creativity and teamwork value, while honoring mutual trust and respect between labor and management. Pursue growth in harmony with the global community through innovative management. Work with business partner s in research and creation to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships.

PERCEPTS
Be contributively to the development and welfare of the country by working together, regardless Of position, in faithfully fulfilling your duties. Be at the vanguard of the times through endless creativity, inquisitiveness and pursuit of Improvement. Be practical and avoid frivolity. Be kind and generous; strive to create a warm, homelike atmosphere. Be reverent, and show gratitude for things great and small in thought and deed.

History:
The story of Toyota Motor Corporation began in September 1933 when Toyota Automatic Loom created a new division devoted to the production of automobiles under the direction of the founder's son, Kiichiro Toyota. Soon thereafter, the division produced its first Type A Engine in 1934, which was used in the first Model A1

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passenger car in May 1935 and the G1 truck in August 1935. Production of the Model AA passenger car started in 1936.

Although the Toyota Group is most well known today for its cars, it is still in the textile business and still makes automatic looms (fully computerized, of course), and electric sewing machines which are available worldwide.

Toyota Motor Co. was established as an independent company in 1937. Although the founding family name is Toyoda; the company name was changed to:

Signify the separation of the founders' work life from home life; Simplify the pronunciation, and Give the company an auspicious beginning.

Toyota is considered luckier than Toyoda in Japan, where eight is regarded as a lucky number, and eight is the number of strokes it takes to write Toyota in Katakana.

During the Pacific War the company was dedicated to truck production for the Imperial Army. Because of severe shortages in Japan, military trucks were kept as simple as possible. For example, the trucks had only one headlight on the center of the hood. Commercial passenger car production started in 1947 with the model SA. In 1950 a separate sales company Toyota Motor Sales Co. was established (which lasted until July 1982). In April 1956 the Toyota dealer chain was established.

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Replica of t he Toyota Model AA, the first production model of Toyota in 1936

HEADQUARTERS: TOYOTA CITY, JAPAN

ASSEMBLY PLANTS OVER THE WORLD Toyota has factories all over the world, manufacturing or assembling vehicles for local markets, including its most popular model, the Corolla. Toyota has manufacturing or assembly plants in the United States, Australia, Canada, Indonesia, Poland, South Africa, Turkey, the United Kingdom, France, Brazil, and more recently India, Argentina and Czech Republic. Toyota also builds and sells cars in China in a joint venture with Tianjin Xiali. Toyota New Zealand assembled vehicles until 1998, when it switched to importing cars from Japan and Australia. Cars from these plants are often exported to other countries.

Out of 100 MUV S TOYOTA INNOVA MAHINDRA SCORPIO TATA SAFARI TOYOTA QUALIS CHEVROLET TAVERA MAHINDRA XYLO MISTUBISHI PAJERO TOTAL 25 20 18 14 11 07 05 100

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TOYOTA IN INDIA

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Dealer Profile

RADHA KRISHNA TOYOTA AUTOMOBILE (PVT) LTD

Radha Krishna Toyota Automobiles was established in 2008. Radha Krishna Toyota automobiles were the second authorized dealers of Toyota.

Commanding Presence:
Radha Krishna Toyota Automobiles as a centralized air-conditioned showroom of Toyota automotives its kind in Hyderabad, spread gracefully and decorated elegantly over an impressive 8100 sq.ft at Hyderabad, Being equipped with affable front office staff and adept professional technicians, Provide a perfect of quality Service and Reliability.

Space Friendly:

The interiors are aimed at making you feel completely at ease, in luxury. Because for us the customer is king, one who deserves a regal offering. The setting is apt for times when you need to switch into a relaxed state of mind.

Technology to Stay Ahead:

We are equipped with the latest technological advancement in the industry, in order to give the best of services when it matters. Not just to be part of, But to build the future, is our motto.

Ambience the Exude Relaxation:

Ours is one of the few service centers to be equipped with a fully-fledged customerwaiting lounge. A part from a television and pool table, it had a wed kiosk to keep u connected all the time.

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Service with Commitment:

Our dedicated team of mechanical specialty offers expert treatment for your vehicle. We ensure consistency in performance each time, without fail.

Attention to Details:
We provide genius spare parts and accessories to ensure exceptional performance. Every single aspect related to your vehicle is taken care of at our premises.

Dealing Made Convenient:

It is a part of our commitment policy to give advantage to the customer at ever y juncture. We offer assistance of every kind at our premises itself, which makes it a one stop facility.

Expert Guidance at Every Step:

Our sales team gives utmost priority to your satisfaction. When you need help to make the right choice, it is ensured that the result is beyond your expectations. Thus making it a point that you get the best in both luxury and comfort always.

Models:
Toyota been launching various type of Muvs and cars from the year of 1933,keeping in mind the quality, design, driving, comfort, fuel efficiency, and service and resale value. These from a formidable force that gives our customers the pride and the joy of value forever. What drives Toyota is Commitment Leadership Any an eye for appropriate technology

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Since 1933, when Toyota first began manufacturing MUVs & LCVs, M&M have been engaged in a single-minded endeavor to bring you cars that only state-of-the- art, but are also some for the most environment-friendly vehicles in this world-a reflection of our commitment and care, for better environment.

At the heart of every Toyota is a unique engineering and an optimal mix of power and economy. All this is supported by Toyota Quality Revolution wide dealership network and automated workshop that provide excellent after sale service The Company has constantly exploring new opportunity to define the shape to tomorrow driving technology.

Promotional Activities:
The promotional activities adopted by United Automobiles are

1. Test Driving 2. Free Driving 3. Hoarding 4. Discounts 5. Advertisement in Newspaper and magazines 6. Gift Schemes 7. Free Services 8. Mileage Contents

Promotional expenses have been borne by both United Automobiles and M&M, shares in advertisement cost.

Service Offered:
Six service and paid service after sale of Cars. Free checkups campaigns Finance through bank

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 Demonstration for new products Acceptance of warranty claims

Working Time in United Automobiles:

Working hours in United Automobiles are 12 hours per day starting from 9:30 am to 9:30pm with one-hour break for lunch and 15 minutes for evening tea and coffee.

Non automotive activities

aerospace philanthropy higher education robotics finance agricultural biotechnology finance information government bailouts production and sales numbers others

Product available at Radha Krishna Toyota:

Radha Krishna Toyota Automobiles is the Dealer of Toyota Company. Toyota Company manufacturer various types of SUV S, Trucks, Hybrids, Cars Allion Alphard Auris Aurion Avalon Avanza Avensis Aygo

33

 Bb Belta Blade Camry Century Corolla Crown Dyna Estima FJ cruser Fortuner Harrier Highlander Hilux Innova Land cruiser prado Prius Wish Etios

Products available in Radha Krishna Toyota:

CAR MODELS (INDIA) AMOUNT IN INR. INNOVA COROLLA ALTIS CAMRY PRADO FORTUNER PRIUS LAND CRUISER

EX- SHOWROOM (MUMBAI)

8,01,738 11,31,900 22,84,800 42,27,300 35,20,000 33,51,000 1,00,00,000

Table- Products in RK Toyota

34

Radha Krishna Achievements

Ranking 1st in TDMS usage pan India in 2009. TSM basic certified in very first year of operations. Ranked 14 in CS800+ first phase with 779 points. EM certification successfully completed in 2009.

GOALS of Radha Group 2009

Sustaining the customer retention by 95%. 850 in JDP CSI survey in 2 phase of CS 800+. Three star dealer award for 2009. Improvement of skills in technical information. Reduction of warranty error rate to 0%.

Achievements
Bagged bulk order of 50 innovas from M/S easy cabs. Another 50 vehicles in the pipe line. Delivered prado during the month. Ranked 1st in TDMS usage pan India 2nd quarter 2009.

Goals for 2009 RKT service o Target of 15000 BPU s, 4.2 cores part of f take & 52000 liters of TGMO for 2009. o TSM basic certification for body & paints by end of December 2009. o TSM advanced (EM &MRS) certification. o Sustaining the customer retention by 95%. o 850 in JDP CSI survey.

35

o Three star dealer award for 2009. o Improvement of skills in technical information. o Reduction of warranty error to 0%. o Aspiring to be the best dealer in radha group and also in TKM. o Improving the VAS contribution to 25% in labor revenue leads to profitability.

2009 Achievements
Increased CPUS from 25 to 65 per day with an overall growth of 343% when compared to YTM of 2008 to that of 2009 (2008 YTM CPUS 1586:2009 YTM CPUS: 5430). Increased BPUS from 3 to 6 per day resulting in overall growth of 329% between 2008 to that of 2009. Increased the overall revenue of labor earnings for both GS&BP by 312% when compared to YTM of 2008 vs. 2009. Increased the technicians certification from 3 to 11 Increased the appointments rate from 10% to 55%. Decreased warranty error rate to 3.5% YTD. Improved the F.1 rating to 4.5. The best seller of smiles packages among the dealers in the state. Achieved 14th rank in all India level and first in the state in the 2009 track-ICSI result.

In active to active
Strengthened the service marketing team and divided them in to several groups so that, to take care of different segment customers. Increased the retention rates. Started reaching the in active customers through knock-thedoor campaign at their door steps by utilizing the service marketing team.

36

Promotion of smiles packages to inactive customers & converting them to active ones.

Increased MSV camps to the interiors of the territory.

Creating the awareness about the smile packages to fleet operators has increased the opportunities of increased 5k service visits of the fleet vehicles.

Continuously following up with the inactive customers through tale & Direct marketing strategies, identifying their concerns resolving them has increased the opportunities of converting the inactive customers to active ones.

Selling the Service Parts of Quality yes model vehicles to the Local Garages has increased the confidence level of the customers on the Toyota Products

37

Data Analysis

QUESTIONNAIRE
I, Ravikumar.P pursuing MBA II Year in GLOBAL EDUCTION CENTER doing a project titled PERCEPTION OF CONSUMER BEHAVIOUR with reference to RADHA KRISHNA TOYOTA PVT LTD., seek your cooperation in the completion of my project work by responding to the following questions. I request your honest response to the questionnaire. I assure you that data will be kept confidential and used only for the academic purpose. Customer Name. Signature Contact number.. Date Q1: What is was your need regarding TOYOTA? .. Q2: Are you getting total value of the money? (1)High Value (2) Total Value (3) Somewhat Value (4) Nothing

Q3: How is price of the TOYOTA? (1)Very costly (2) Costly (3) reasonable

Q4: What do you want extra in TOYOTA?

(1).

(2)

(3)

38

Q5: Top of Mind (TQM) a) How do you got to know about TOYOTA? (1) Advertisement (2) Friends (3) Newspaper (4) Magazines (5) Others Q6: Mode of purchase? (1) Finance (2) Cash

Q7: Who influence to purchase TOYOTA? (1) Self Decision (2) Kids (3) Friends (4) Other Family Member

Q8: How much you are satisfied with TOYOTA (1) Highly satisfied (2) Satisfied (3) Highly Dissatisfied (4) Dissatisfied Q9: Is advertisement is helpful for decision making? (1) Really helpful (2) Sometime helpful (3) It is not helpful

Q10: Availability of TOYOTA Spare parts. (1) Hardly Available Q11: Brand Preference? (1) Xylo (2) Scorpio (3) Safari (4) Innova (2) Available (3) Easily Available

Q12: Are you satisfied with the after sale service of TOYOTA (1) Highly satisfied Dissatisfied Q13: How is your Company contact? (1) Once in a month (2) once in quarter (3) On every Occasion (4) Never (2) Satisfied (3) Dissatisfied (4) Highly

Signature of the customer

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Interpretation
QUESTION NO - 1
1. Customers needs towards Toyota Cars.

PARTICULAR (%) BIG/FAMILY CAR LOOKS ECONOMICAL LUXARY/ COMFORT TOTAL

NO. OF RESPONDENT

PERCENTAGE

40 21 24 15 100

40% 21% 24% 15% 100%

Customers needs towards Toyota Cars. Table Pie chart of Interpretation 1:

15% 40% 24% BIG/FAMILY CAR LOOKS ECONOMICAL LUXARY/COMFORTABLE 21%

Figure :- Customers needs towards Toyota Cars.

From the Interpretation it is concluded that the major needs of the customer towards Toyota INTERPRETATION: 40% customers had to buy a big or family car. 21% customers had to buy a new look or new model of the car.

40

24% customers had to buy an economical/reasonable car. 15% customer had to buy luxary and comfortable car.

QUESTION NO - 2
2.Value Perception of the Customers towards Toyota Cars

PARTICULAR HIGH VALUE TOTAL VALUE SOMEWHAT VALUE NO VALUE TOTAL

NO.OF RESPONDENT 36 43 18 03 100

PERCENTAGE 36% 43% 18% 3% 100%

Table :-Value Perception of the Customers towards Toyota Cars Pie chart of Interpretation 2:
3%

18% 36% HIGH VALUE TOTAL VALUE SOMEWHAT VALUE NO VALUE 43%

Figure :- Value Perception of the Customers towards Toyota Cars

INTERPRETATION:From the Interpretation 2 it is concluded that..... 36% customers are getting high value from the Toyota 43% customers are getting total value from the Toyota

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 18% customers are getting little value from the Toyota only 3% customers are not getting value from the Toyota

QUESTION NO -3
3. Price of the Toyota Products: PARTICULARS VERY COSTLY COSTLY REASONABLE TOTAL NO.OF RESPONDENT 0 25 75 100 Table :- Price of the Toyota Products Pie chart of Interpretation 3:
0

PERCENTAGE 0% 25% 75% 100%

25%

VERY COSTLY COSTLY RESONABLE

75%

Figure :- Price of the Toyota Products

INTERPRETATION:FROM THE INTERPRETATION 3 IT IS CONCLUDED THAT... 0% customers are not recognized Toyota as a very costly car. 25% customers are recognized it as a only costly car. 75% customers are very comfortable with the pr ice of the Toyota, and recognized it as a reasonable car.

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QUESTION NO -4
4. Customers want Extra Facilities in Toyota cars PARTICULER MUSIC SYSTEM LUGGAGE SPACE SMALL REGRIGRETOR ULTRA POWER STEER. ABS TOTAL Pie chart of Interpretation 4: NO.OF RESPONDENT 21 29 18 14 18 100 PERCENTAGE 21% 29% 18% 14% 18% 100%

Table :- Customers wants Extra Facilities in Toyota cars

14% 18% 18%

MUSIC SYSTEM LUGGAGE SPACE REFRIGRETOR ULTRA POWER STEERING

21% 29%

ABS

Figure :- Customers wants Extra Facilities in Toyota cars

INTERPRETATION:From the Interpretation 4, it is concluded that... 21% customers want music system in Toyota Cars 29% customers want luggage space in Toyota Cars 18% customers having a unique demand, they want a small friz in the Toyota Cars 14% customers believe in comfortable driving and they want ultra power steering in Toyota Cars

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 18% customers really believe in technology, they want abs in their Toyota Cars.

QUESTION NO -5
5.How customer got to know about Toyota PARTICULAR T.V ADVERTIESMENT FRIENDS NEWS PAPER MAGAZINES OTHERS TOTAL NO. OF RESPONDENT 36 10 16 16 22 100 NO. OF RESPONDENT 36% 10% 16% 16% 22% 100%

Table :- how customer got to know about Toyota Pie Chart of Interpretation - 5

36% 10% 16% 16%

T.V ADVERTIESMENT FRIENDS NEWSPAPER MAGAZINES

22

OTHER

Figure :- How customer got to know about Toyota

INTERPRETATION:From the Interpretation 5, it is concluded that... 36% customers got to know about Toyota through advertisement. 10% customers bought the Toyota through friends. 16% customers got to know about Toyota through newspaper. 16% customers go through the magazines. 22% customers got to know about the Toyota through other sources.

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QUESTION NO 6
6. Mode of Purchase... PARTICULAR FINANCE CASH TOTAL NO. OF RESPONDENT 71 29 100 PERCENTAGE 71% 29% 100%

Table :- Mode of Purchase... Pie chart of Interpretation - 6

29%

FINANCE CASH

71%

Figure :- Mode of Purchase...

INTERPRETATION:From the Interpretation 6, it is concluded that... 71% of the Toyota customers have gone through the finance. 21% of the Toyota customers have gone through the cash.

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QUESTION NO 7
7. Customer Satisfaction towards Toyota

PARTICULARS HIGHLY SATISFIED SATISFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL

NO. OF RESPONDENT 54 32 07 07 100

PERCENTAGE 54% 32% 7% 7% 100%

Table :- Customer Satisfaction towards Toyota Pie chart of Interpretation 7

7% 7% HIGHLY SATISFIED SATISFIED 32% 54% DIS SATISFIED HIGHLY DIS SATISFIED

Customer Satisfaction towards Toyota Figure

INTERPRETATION:From the Interpretation 7, it is concluded that... o 54% customers are highly satisfied with the Toyota performance. o 32% customers are only satisfied with the Toyota o 7% customers are dissatisfied with the Toyota o 7% customers are really not happy with the Toyota product and they are highly

46

dissatisfied with the Toyota

QUESTION NO 8
8. Influence to Purchase Toyota PARTICULARS SELF DECISION KIDS FRIENDS OTHER FAMILY MEMBERS TOTAL NO. OF RESPONDENTS 46 18 18 18 100 PERCENTAGE 46% 18% 18% 18% 100%

Table :- Influence to Purchase Toyota Pie chart of Interpretation - 8

18%

46% 18%

SELF DECISION KIDS FRIENDS OTHER FAMILY MEMBER

18%

Figure :- Influence to Purchase Toyota

INTERPRETATION:from the interpretation 8, it is concluded that... 46% customers have taken self decision 18% customers decision was influenced by kids 18% customers decision was influenced by friends 18% customers were influenced by other family members including kids 47

 54% customers are influenced by their family

QUESTION NO 9
9. Role of Advertisements in Decision Making

PARTICULARS REALLY HELPFUL SOMETIME IT IS HELPFUL NOT HELPFUL TOTAL

NO. OF RESPONDENTS 54 36 10 100

PERCENTAGE 54% 36% 10% 100%

Table 6.1.9 Role of Advertisements in Decision Making Pie chart of Interpretation - 9

0 10%

REALLY HELPFULL 36% 54% SOMETIME IT IS HELPFUL NOT HELPFULL

Figure :- Role of Advertisements in Decision Making

INTERPRETATION:From the Interpretation 9, it is concluded that... 54% customers believe that TV advertisement is really helpful in decision making. 36% customers said that, it is sometime helpful in decision making. Only 10% customers do not believe that, TV advertisement is not helpful in decision making.

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QUESTION NO 10
10. Availability of Spare Parts of Toyota PARTICULAR HARDLY AVAILABLE AVAILABLE EASILY AVAILABLE NO. OF RESPONDENT 32 22 46 100 PERCENTAGE 32% 22% 45% 100%

Total

Availability of Spare Parts of Toyota Table

Pie chart Interpretation - 10

32% 46% HARDLY AVAILABLE AVAILABLE EASILY AVAILABLE

22%

Availability of Spare Parts of Toyota Figure

INTERPRETATION:From the Interpretation 10, it is concluded that... 32% customers are not happy with the availability of spare parts of Toyota 22% customers said that, spare parts of Toyota are available in the market. 46% customers are really happy with the availably of Toyota spare parts, they are

49

easily available in the market.

QUESTION NO 11
11. Customers Recommendation to others PARTICULAR INNOVA SCORPIO SAFARI XYLO TOTAL NO. OF RESPONDENT 64 11 14 11 100 Table :- Customers Recommendation to others Pie chart of interpretation - 11 PERCENTAGE 64% 11% 14% 11% 100%

11%

14%

TOYOTA INNOVA MAHINDRA SCORPIO TATA SAFARI

11% 64%

MAHINDRA XYLO

Figure :- Customers Recommendation to others

INTERPRETATION:From the Interpretation 11, it is concluded that... 64% customers would like to prefer Toyota Innova to their friends and family members. 11% customers would prefer Mahindra Scorpio to their friends and family members. 14% customer would prefer Tata Safari

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 11% customers would like to prefer Xylo to their friends and family members.

QUESTION NO 12
12. Customer Satisfaction with after Sales and Service PARTICULAR HIGHLY SATISFIED SATISFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO. OF RESPONDENT 21 57 11 11 100 PERCENTAGE 21% 57% 11% 11% 100%

Table 6.1.12 Customer Satisfaction with after Sales and Service

Pie chart of Interpretation - 12

11% 21% 11% HIGHLY SATISFIED SATISFIED DIS SATISFIED HIGHLY DISSATISFIED

57%

Figure :- Customer Satisfaction with after Sales and Service

INTERPRETATION:From the Interpretation 12, it is concluded that... o 21% customers are highly satisfied with the after sale service of Toyota. o 57% customers are only satisfied with the after sale service of Toyota. o 11% customers are not satisfied with the after sale service of Toyota.

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o 11% customers are highly dissatisfied with the after sale service of Toyota.

QUESTION NO 13
13. Company Contact & Communication after Sale PARTICULAR ONCE IN A MONTH ONCE IN A QUARTER ON EVERY OCCASION NEVER TOTAL NO. OF RESPONDENT 25 14 14 46 100 PERCENTAGE 25% 14% 14% 46% 100%

Table :- Company Contact & Communication after Sale

Pie chart of Interpretation - 13

25% ONCE IN A MONTH ONCE IN A QUARTER ON EVERY OCCASION 14% NEVER

46%

14%

Figure :- Company Contact & Communication after Sale

INTERPRETATION:From the interpretation 13, it is concluded that... According to 25% customers, company contacts the customer once in a month. According to 14% customers, company contacts the customer only once in a quarter. According to 14% customers, company contacted the customer on every occasion.

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According to 46% customers, company did not contact the customer till now.

LIMITATIONS
Taking the market conditions into consideration the survey, which includes a sample of 100, was a respective one. Due to the limitation of span of time and limited resources survey was conducted for a period of 8 weeks. The geographic region covered for the survey was limited to the boundaries of Hyderabad City Improper response from customers and buyers, but it was minimal. The survey was conducted at the residential localities and the person who owns the Toyota. Minimal possible bias in administrating the questions at the survey conducted areas. The reaction and attitude are subjected to changes according to the needs and time. Some locations in the Hyderabad city were very difficult to find out, so to cover those areas I took telephonic interview.

Especially in telephone, customers were not responding properly. But it was minimal.

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FINDINGS
Basing on the data gathered from the customers, which was analyzed, the following observations are made.

Toyota is providing quality products to the customers. By finding Toyota as a family car, majority of the customers preferred it. Toyota has an ability to give total value to the customers. Majority of the customers are really satisfied with the XYLOs price. The XYLOs price is very reasonable when compared to the TATA SAFARI and TOYOTA INNOVA. Toyota Most of the customers are really satisfied with Now days family members are playing a major role in buying pattern and especially kids are playing a vital role in deciding the color of the car. Apart from that, majority of the customers are taking their own decision in buying Toyota Most of the customers are attracted to purchase Toyota through the TVB advertisements. Also print media like magazines and newspapers Played a major role Toyota in the sale of 79% customers have gone through the finance. Now it could be a great opportunity for those banks, which are providing auto finance to the customers. Large amount of customers believe that TV advertisements are really helpful in decision making. But some customers thought that, TV advertisement is not so much helpful in decision making.

54

 Almost 78% customers are satisfied with the after sale services. The spare parts of the Toyota are easily available in the market Customers are really satisfied with Toyota and the majority of the customers would Toyota suggest to their friends or family members to buy in future. 46% customers said that, Company did not contacted them even a single time after they bought the Toyota Most of the customers wants music system and luggage space in the Toyota

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RECOMMENDATIONS
After analyzing the findings, the following recommendations have been prepared. Great care has been taken in making these recommendation for improvement of customer satisfaction:

A constant urge to upgrade and keep pace with the changing times gives organization the competitive advantages or cutting edge over the competition. The service centre must be ready with all type of spare parts all over the time. The after sale service has to be improved and make availability at service centre even in rural areas so as to face the competition existing in the MPV segments. Introduce new multicolor graphics, which would be attracting more people, especially kids. There is very less advertising for Toyota. The advertising has to be done repeatedly so that the brand awareness could be maintained and new customers are attracted, which helps in improving the market share. Introduce low installments and low down payment schemes to attract more people. Satisfy existing customers by giving more values and offers. Company has to contact the customers more and more frequently.

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CONCLUSION
1. The in depth analysis encompassing all most all aspects of the automobile industry has reveled that customer satisfaction plays a very important role in the success of products.

2. The analysis reveals that undoubtedly Toyota has good quality and competes with other companies.

3. The information gathers from the respondents clearly support the view held that Toyota is first position in the automobile industry.

4. The analysis reveals that at the pioneering stage it maintain the sales of Toyota is first position and, introduced many new model with different price range.

5. Advertising also plays an important role for success of the product. The information gather from respondents reveal that Toyota has more models when compared with its competitors, and the price range of Toyota has less when compared with its competitors. This is also one of the reason for good sales.

6. The sale of Toyota is more because it has created its own image and gain brand loyalty among customers.

7. The price range of Toyota is very high and the marketing of the product is not that effective

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ANNEXURE-I

QUESTIONNAIRE
I, P.Ravikumar pursuing MBA II Year in GLOBAL EDUCTION CENTER doing a project titled PERCEPTION OF CONSUMER BEHAVIOUR with reference to RADHA KRISHNA TOYOTA PVT LTD., seek your cooperation in the completion of my project work by responding to the following questions. I request your honest response to the questionnaire. I assure you that data will be kept confidential and used only for the academic purpose. Customer Name. Signature Contact number.. Date Q1: What is was your need regarding TOYOTA? .. Q2: Are you getting total value of the money? (1)High Value (2) Total Value (3) Somewhat Value (4) Nothing

Q3: How is price of the TOYOTA? (1)Very costly (2) Costly (3) reasonable

Q4: What do you want extra in TOYOTA?

58

(1).

(2)

(3)

Q5: Top of Mind (TQM) b) How do you got to know about TOYOTA? (2) Advertisement (2) Friends (3) Newspaper (4) Magazines (5) Others Q6: Mode of purchase? (2) Finance (2) Cash

Q7: Who influence to purchase TOYOTA? (2) Self Decision (2) Kids (3) Friends (4) Other Family Member

Q8: How much you are satisfied with TOYOTA (2) Highly satisfied (2) Satisfied (3) Highly Dissatisfied (4) Dissatisfied Q9: Is advertisement is helpful for decision making? (2) Really helpful (2) Sometime helpful (3) It is not helpful

Q10: Availability of TOYOTA Spare parts. (1) Hardly Available Q11: Brand Preference? (1) Xylo (2) Scorpio (3) Safari (4) Innova (2) Available (3) Easily Available

Q12: Are you satisfied with the after sale service of TOYOTA (1) Highly satisfied Dissatisfied Q13: How is your Company contact? (2) Once in a month (2) once in quarter (3) On every Occasion (4) Never (2) Satisfied (3) Dissatisfied (4) Highly

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Signature of the customer

Annexure II

Toyota Car Model:

INNOVA

COROLLA (ALTIS)

FORTUNER

ETIOS

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ANNEXURE-3

SYNOPSIS INTRODUCTON

Perception of Consumer behaviour:Perception of Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service.

Perception of Consumer behaviour involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, socio-psychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general.

Buyer behaviour has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.

Definition:
Consumer buying decision process is the processes undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service.

Consumer decision making process generally involves five stages:

Need Recognition

Search Informatio n

Alternative Evaluation

Purchase Action

Post Purchase

Figure -Consumer Decision

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NEED FOR THE STUDY

The standard of living in India is improving year to year.People are able to effort from luxury items .For self-satisfaction and need fulfillment.

With the opening up of the Indian economy and the liberalization policies of the central government.

Money leading international players have enter the Indian market.With their latest technology and international products.

So in order to know which brand has got good brand image and market.Share a study is needed to know the market share.

By this analysis we will make on attempt to understand the buying behavior of the Consumers towards different brands and analysis the positive and future of Toyota motors pvt. ltd.

Objectives of the Study

The study has been under taken to analyze the Perception of Consumer behaviour towards the Toyota in Hyderabad with a special reference to the Toyota motors, the other objectives are:

To know the strength and weaknesses of the Mahindra Toyota. Brand name plays a vital role for launching a new product.

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SCOPE OF THE STUDY

The present study covers Perception of Consumer behaviour of Toyota Company at Hyderabad. The processes at a company use to track an organize its contact with its current and prospective customer of Toyota company.

METHDOLOGY AND DATA BASE

SOURCES OF DATA: The data collected from both primary and secondary sources.

PRIMARY DATA The primary data will be collected through the interactions and discussions with the Toyota company official and customers.

SECONDARY DATA The secondary data will be collected through Toyota company official records, Newspapers, journals books and Toyota company websites.

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PERIOD OF THE STUDY:

The present study covers for a period of one year (2009-2010). My project was for a period of -45days.

LIMITATIONS OF STUDY:1: The study is restricted to only Radha Krishna Toyota Company

2: The study is related to just (2009-2010).

3: The data collection is limited to Perception of consumer behavior.

REVIEW OF LITERATURE

Consumer buying behavior is the decision process and acts of people involved in buying and using products. A firm need to understand and analyze buying behavior of consumer and this can be dome by developing an marketing strategy because it creates a great impact in the market. Moreover marketers can better predict how consumers will respond to marketing strategies

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Company Profile
In 2006, Toyota was engaged in a variety of projects designed to solidify its foundations while continuing to grow. On the product front, Lexus launched its new flagship model, the LS, and the new global Camry went on sale. In Japan, a new Corolla range was introduced, emphasizing the importance of this bestselling car.

In manufacturing, several new projects were started around the world. In May, manufacture of the Camry began in Guangzhou, China, while in the United States, the Kentucky plant, which in October celebrated 20 years of production, started manufacturing the first Toyota hybrid vehicle to be made in North America, the Camry Hybrid. In November, the Texas plant began producing the new Tundra truck, a key vehicle in Toyotas North American lineup. In Japan, Toyota Motor Kyushu, Inc. began full-scale operations at its engine factory, while Toyota Motor Tohoku Co., Ltd. increased its manufacturing capacity. In human resources development, following the establishment of the Asia Pacific Global Production Center in Thailand in August 2005, Toyota established the North American Production Center in the U.S. in February, and the European Global Production Center in the United Kingdom in March. Established as branches of the Global Production Center in Japan, these were created to spread Toyotas manufacturing knowledge and skills throughout the world in pace with the rapid growth of Toyotas overseas manufacturing. The centers educate trainers for local manufacturing plants in all regions, with trainees passing on what they learn to team members on their return to their plants. In R&D, Toyota focused its efforts on three key areas: environment, safety and energy. It made a special effort in the area of the environment by expanding its lineup of hybrid vehicles, and has worked on R&D relating to plug-in hybrid. In addition, as part of Toyotas efforts to respond to the diversification of energy, in 2007 Toyota introduced a flex fuel vehicle* in the Brazilian market that will run on 100% bio- ethanol fuel. From this point on, based on the philosophy of providing the right car, in the right place, at the right time, and in accordance with the infrastructure and customer needs of each region, Toyota will continue to promote efforts to develop environmentally friendly technology and vehicles.

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CORPORATE DATA
Since its foundation, Toyota has conducted business with contributing to the development of a prosperous society through the manufacture of automobiles as a guiding principle. When I became president two years ago, I called on all employees to work with me in returning to our origins and asking earnestly whether Toyota is truly contributing to society and whether we are doing everything we should be doing. On the occasion of Toyotas 70th anniversary, we will reinforce our measures designed to return to our core principle, which is to "repay the earth and society through technological innovation (and contribute to enhancing the quality of life everywhere.

Company Name Toyota Motor Corporation Established August 28, 1937 Tokyo Head Office1-4-18 Koraku, Bunkyo-ku, Tokyo 112-8701, Japan Phone: (03)3817-7111 Nagoya Office 4-7-1 Meieki, Nakamura- ku, Nagoya City, Aichi Prefecture 4508711, Japan Phone: (052)552-2111 Head Office Toyota-Cho, Toyota City, Aichi Prefecture 471-8571, Japan Phone: (03)3817-7111

GUIDING PRINCIPLES
Honor the language and spirit of the law of every nation and undertake open and fair corporate activities to be a good corporate citizen of the world. Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in the communities. Dedicate our selves to providing clean and safe products and to enhancing the quality

66

of life everywhere through all our activities. Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide. Foster a corporate culture that enhances individual creativity and teamwork value, while honoring mutual trust and respect between labor and management. Pursue growth in harmony with the global community through innovative management. Work with business partner s in research and creation to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships.

PERCEPTS
Be contributively to the development and welfare of the country by working together, regardless Of position, in faithfully fulfilling your duties. Be at the vanguard of the times through endless creativity, inquisitiveness and pursuit of Improvement. Be practical and avoid frivolity. Be kind and generous; strive to create a warm, homelike atmosphere. Be reverent, and show gratitude for things great and small in thought and deed.

History:
The story of Toyota Motor Corporation began in September 1933 when Toyota Automatic Loom created a new division devoted to the production of automobiles under the direction of the founder's son, Kiichiro Toyota. Soon thereafter, the division

67

produced its first Type A Engine in 1934, which was used in the first Model A1 passenger car in May 1935 and the G1 truck in August 1935. Production of the Model AA passenger car started in 1936.

Although the Toyota Group is most well known today for its cars, it is still in the textile business and still makes automatic looms (fully computerized, of course), and electric sewing machines which are available worldwide.

Toyota Motor Co. was established as an independent company in 1937. Although the founding family name is Toyoda; the company name was changed to:

Signify the separation of the founders' work life from home life; Simplify the pronunciation, and Give the company an auspicious beginning.

Toyota is considered luckier than Toyoda in Japan, where eight is regarded as a lucky number, and eight is the number of strokes it takes to write Toyota in Katakana.

During the Pacific War the company was dedicated to truck production for the Imperial Army. Because of severe shortages in Japan, military trucks were kept as simple as possible. For example, the trucks had only one headlight on the center of the hood. Commercial passenger car production started in 1947 with the model SA. In 1950 a separate sales company Toyota Motor Sales Co. was established (which lasted until July 1982). In April 1956 the Toyota dealer chain was established.

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BIBLIOGRAPHY

BOOKS MARKETING MANAGEMENT PRINCIPAL OF MARKETING RESEARCH METHODOLOGY CONSUMER BEHAVIOR

AUTHOR PHILLIP KOTLER, KOSHI & JHA PHILIP KOTLER AMSTRONG R.C KOTHARI LOUDON & DELLA BITTA

WEBSITES: http://www.carwale.com http://www.google.com http://www.Toyotabharat.com

PRINT MEDIA: THE TIMES OF INDIA THE HINDU AUTO EXPO MAGAZINES AUTO CAR MAGAZINES BUSINESS WORLD MAGAZINES

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CHAPTERIZATION:

CHAPTER- 1
Introduction PERCEPTION OF CONSUMER BEHAVIOUR Need of the study Objectives of the study Scope of the study Importance of the study Period of the study Methodology of study Limitations of study

CHAPTER-2
Review of literature

CHAPTER-3
Company profile

CHAPTER-4
Bibliography

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BIBLIOGRAPHY

BOOKS MARKETING MANAGEMENT PRINCIPAL OF MARKETING RESEARCH METHODOLOGY CONSUMER BEHAVIOR

AUTHOR PHILLIP KOTLER, KOSHI & JHA PHILIP KOTLER AMSTRONG R.C KOTHARI LOUDON & DELLA BITTA

WEBSITES: http://www.carwale.com http://www.google.com http://www.Toyotabharat.com

PRINT MEDIA: THE TIMES OF INDIA THE HINDU AUTO EXPO MAGAZINES AUTO CAR MAGAZINES BUSINESS WORLD MAGAZINES

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