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CONTENTS
CHAPTER-1
CONSUMER SATISFACTION
Definition
satisfaction
Types of buying-decision satisfaction
Factors influencing consumer satisfaction
Chapter 2
INTRODUCTION
General Introduction
Scope of the Study
Objective of the Study
Methodology
Limitation
Chapter 3
COMPANY PROFILE
TATA Motors Profile
Management
Manufacturing
Research & Development
Awards
Chapter 4
DATA ANALYSIS AND INTERPRETATION
Chapter 5
SUGGESTIONS AND CONCLUSION
Annexure
Questionnaire
Bibliography
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CHAPTER-1
CONSUMER SATISFACTION
Definition
satisfaction
Types of buying-decision satisfaction
Factors influencing consumer satisfaction
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INTRODUTION - Consumer satisfaction
Definition:
According to the American Marketing Association, Consumer
satisfaction is defined as "the dynamic interaction of affect and cognition,
satisfaction, and environmental events by which human beings conduct the
exchange aspects of their lives."
More generally, Consumer satisfaction is the psychology behind
Marketing and the behavior of consumers in the Marketing environment.
Cognitive Psychology and Social Psychology are the two major
psychological disciplines of consumer satisfaction Cognitive
Psychology is the study of mental behaviors. The Attention, Perception,
Comprehension, and Decision Making are the various aspects of cognitive
psychology that play an important role in Consumer satisfaction.
Social Psychology is the study of the manner in which the personality,
attitudes, motivations, and behaviors of the individual influence are influences
by social groups.
Today, many brand marketers and advertisement agencies believe that
one-to-one marketing is a key ingredient in the marketing mix. They share the
opinion that adding a large dose of up close and personal interaction sparks
consumer satisfaction.
Consumer satisfaction Study of how people behave when obtaining,
using, and disposing of products and services. Consumer jury test a method of
testing advertisements that involves asking consumers to compare, rank, and
otherwise evaluate the advertisement
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TYPES OF BUYING-DECISION SATISFACTION
Consumer decision making varies with the type of buying decision. The
decisions to buy shampoo, a cricket bat, a digital television, a new car are all
very different. Complex and expensive purchases are likely to involve more
buyer deliberation and more participants.
It consist of four different buying satisfaction, i.e. Complex buying
satisfaction Dissonance-Reducing buying satisfaction, Habitual buying
satisfaction, and Variety-Seeking buying behavior.
Complex Variety-Seeking
Buying Buying
Behaviour Behaviour
Dissonnance- Habitual
Reducing Buying
Buying Behaviour Behaviour
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Significant differences Between brands
Few differences between brands
Complex Buying Behavior:
Complex buying be satisfaction involves three steps. First, the buyer
develops beliefs about the product. Second, he or she develops attitudes about
the product. Third, he or she makes a thoughtful choice. Consumers engage in
complex buying satisfaction when they are highly involved in purchases and
aware of significant differences among brands. This is usually the case when
the product is expensive, bought infrequently, risky, and highly self-
expensive.
Dissonance-Reducing Buying satisfaction:
Sometimes the consumer is highly involved in a purchase but sees little
difference in brand. The high involvement is based on the fact that the
purchase is very expensive, infrequent, and risky. If the consumer finds
quality differences in the brands, he or she might go for the higher price. If
the consumer finds little difference, he or she might simply buy on price or
convenience.
Habitual Buying satisfaction:
It occurs under the conditions of low consumer involvement and little
significant brand difference. They simply go to store and reach for a brand. If
they keep reaching for the same brand, it is out of habit rather than strong
brand loyalty. Consumers appear to have low involvement most low-cost,
frequently purchased products.
Variety-Seeking Buying satisfaction:
Consumer undertakes variety-seeking buying behavior in situations
characterized by low involvement but significant brand differences. Here,
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consumers often do a lot of brand switching. Brand switching occurs for the
sake of variety rather than dissatisfaction.
Need Recognition
Information Search
Evaluation Of Alternatives
Purchase Decision
Postpurchase Behaviour
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The figure implies that consumers pass through all five stages with every
purchase. But in more routine purchases, consumers often skip or reverse
some of these stages.
Need Recognition:
The buying process starts with need recognition–the buyer recognizes
a problem or need. The need can be triggered by internal stimuli when one of
the person’s normal need–hunger, thirst, sex–rises to a level high enough to
become a drive. A need can also be triggered by external stimuli.
Information Search:
An interested consumer may or may not search for more information. If
the consumer’s drive is strong and satisfying product is near at hand, the
consumer is likely to buy it then. If not, the consumer may store the need is
memory or undertake an information search related to the need.
Evaluation of Alternatives:
The marketer needs to know about alternative evaluation–that is, how
the consumer processes information to arrive at brand choices. Unfortunately,
consumers do not use a simple and single evaluation process in all buying
situations.
Purchase Decision:
In the evaluation stage, the consumer ranks brands and forms purchase
intentions. Generally, the consumer’s purchase decision will be to buy the
most preferred brand, but two factors can come between the purchase
intention and purchase decision. The first factor is attitudes of others; the
second factor is unexpected situational factor.
Post-Purchase satisfaction:
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The marketer’s job does not end when the product bought. After
purchasing the product, the consumer will be satisfied or dissatisfied and will
engage in post purchase behavior of interest to the marketer. If the product
falls short of expectations, the customer is disappointed; if it meets
expectations, the consumer is satisfied; if it exceeds expectations, the
consumer is delighted.
Factors influencing consumer satisfaction
Consumers do not make their decisions in a vacuum. Their purchases are
highly influenced by cultural, social, personal, and psychological factors. For
the most part, they are “non controllable” by the marketer but must be taken
in to account. We want to examine the influence of each factor on a buyer’s
behavior.
Personal Factors:
The buyer’s decisions are influenced by personal factors such as the buyer’s
age, life-cycle stage, occupation, economic circumstances, life style, and
personality.
Age: people change the goods and services they buy over their life times.
Tastes in food, clothes, furniture, and recreation are often age related.
Life cycle: the stage through which families might pass as they mature over a
time. Marketers often define their target market in terms of life cycle stage
and develop appropriate products and marketing plan for each stage.
Traditional family life cycle stages include young singles and married couple
with children. Non traditional stages such as unmarried couples, singles,
marring later in life, childless couple, same sex couples, single parents,
extended parents and others.
Occupation: A person’s occupation affects the goods and services bought.
Marketers try to identify the occupational groups that have an above average
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interest in their products and services. A company can even specialize in
marking products needed by a given occupational group.
Economic circumstances: A person’s economic circumstances will affect
economic choice. Marketers of income-sensitive goods watch trends in
personal income, savings, and interest rates. If economic indicators point to a
recession, marketers can take steps to redesign, reposition, and reprise their
products closely.
Lifestyle: People coming from the same subculture, social class, and
occupation may have quite different lifestyles. Lifestyle is a person’s pattern
of living as expressed in his or her psychographics. Lifestyle captures
something more than the person’s social class or personality.
Psychological factors:
A person’s buying choices are influenced by for major psychological
factors-motivation, perception, learning, beliefs and attitudes.
Motivation: A person has many needs at any given time. Some needs are
biogenic; they arise from psychological states of tension such as hunger,
thirst, or discomfort. Others are psychogenic; they arise from psychological
states of tension such as need of recognition, esteem, or belonging. A need
becomes a motive when it is aroused to a sufficient level of intensity. A
motive is a need that is sufficiently pressing to drive the person to act.
Perception: A motivated person is ready to act. Perception is the process of
selecting, organizing and interpreting information inputs to produce meaning.
Perception depends not only on the physical stimuli, but also on the stimuli’s
relation to the surrounding field and on conditions within the individual. The
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key point is that Perception can vary widely among individuals exposed to the
same reality.
Learning: When person act, they learn. Learning involves changes in an
individual’s behavior arising from experience. Most human behavior is
learned. Learning theorists believe that Learning is produced through the inter
play of derives, stimuli, cues, responses, and reinforcement.
Beliefs and Attitudes: Through doing and learning, people acquire beliefs
and attitudes. This in turn influences buying behavior. A belief is a
descriptive though that a person holds about something. People’s beliefs
about a product their buying decisions.
Individual learns attitudes through experience and interaction with other
people. Consumer attitudes toward a firm and its products greatly influence
the success or failure of the firm's marketing strategy.
Social Factors:
Consumer wants, learning, motives etc. are influenced by opinion leaders,
person's family, reference groups, and social class.
Opinion leaders: An opinion leader is the person in informal, product-related
communication who offers advice or information about a specific product,
suchas which of several brands is best or how a particular product may be
used.
Roles and Family Influences: Role...things you should do based on the
expectations of you from your position within a group. People have many
roles. Husband, father, employer, etc. Individuals role are continuing to
change therefore marketers must continue to update information.
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Family is the most basic group a person belongs to. Marketers must
understand:
o that many family decisions are made by the family unit
o consumer behavior starts in the family unit
o family roles and preferences are the model for children's future
family
o family buying decisions are a mixture of family interactions and
individual decision making
o Family acts an interpreter of social and cultural values for the
individual.
Reference Groups: Individual identifies with the group to the extent that he
takes on many of the values, attitudes or behaviors of the group members.
Families, friends, sororities, civic and professional organizations. Any group
that has a positive or negative influence on a person’s attitude and behavior.
The degree to which a reference group will affect a purchase decision
depends on an individual’s susceptibility to reference group influence and the
strength of his/her involvement with the group.
Social Class: An open group of individuals who have similar social rank.
Social class influences many aspects of our lives. Social class determines to
some extent, the types, quality, and quantity of products that a person buys or
uses. Lower class people tend to stay close to home when shopping; do not
engage in much pre-purchase information gathering. Family, reference groups
and social classes are all social influences on consumer behavior. All operate
within a larger culture
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Cultural factors:
Cultural factors exert a broad and deep influence on consumer behavior. The
marketer needs to understand the role played by the buyer’s culture and
subculture.
Culture: Culture is the set of basic values, perceptions, wants, and behaviors
learned by a member of society from family and other important institutions.
Every group or society has a culture, and Cultural influences on buying
behavior may vary greatly from country to country. International marketers
must understand the culture in each International market and adapt their
marketing strategies accordingly.
Sub-culture: Culture refers to the set of values, ideas, and attitudes that are
accepted by a homogenous group of people and transmitted to the next
generation. Culture also determines what is acceptable with product
advertising. Culture determines what people wear, eat, reside and travel.
Cultural values in our country good health, education, individualism and
freedo
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CHAPTER-2
INTRODUCTION
General Introduction
Scope of the Study
Objective of the Study
Methodology
Limitation
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Research Methodology
It is true fact that if you are satisfied you recommended to others.
Word of mouth and customer satisfaction play a very important role in
determining market perception about an automobile. It is the market
satisfaction that determines the success of a company and so it is very
important for the car manufacturers to measure the “willingness of existing
users of a product to recommend it to others”. The same is a lot of interest
to customers as well for it helps them make the purchase decision.
“What makes the perfect car that influence will willfully purchase and
satisfaction level?”
The project highlights the factors that influence the buying decision of a
consumer.
Price
Income of the consumer
Features in the car
Safety standard
Warranty scheme
Finance facility
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Is an Indian consumer ready for more? Which is the driving motive behind
the effective demand of the car? How the coming of new models like swift
does is going to effect the buying decision of consumer and especially the
Tata 1 lakh car.
“If you cannot measure it, you cannot improve it.” – Lord William Thomson
Kelvin (1824-1907)
“The fact that word of mouth sales are a big deal in this industry has also
helped. Industry players and market surveys reveal that 20-30 percent of
sales are through word of mouth”.
This study would be useful for companies to know what people perceive
and thinking about “Small Fight” that is NANO.
This study would be useful to other students as a secondary data.
This study would be useful to form strategies according to perception of
people about NANO.
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Objective of the Study:
Methodology
Sources Of Data Collection
Secondary: The secondary date has been collected from the following
modes:
● Magazines
Research Design
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The research conducted by me is a descriptive research. This is
descriptive in nature because study is focused on fact finding investigation in
a well structured form and is based on primary data.
Research Plan
Type of study: For completing my study I have gone for sample study
because looking at the size of population & the time limitation it was
not convenient for me to cover entire population. Hence I have gone
for sample study rather than census study.
Sampling Plan
Sampling frame:
The list of sampling units from which sample is taken is called sampling
frame. SHIVAMOGGA city map was studied thoroughly and samples were
selected from the places in a scattered manner to get effective result.
Sampling size:
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Sampling procedure:
I will have to rely upon the information given by respondents, which may
not be fully true
This study will be limited to only some areas of Shivamogga City
It is only for short period of time.
Lack of professional approach since researcher is a student.
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Chapter 3
COMPANY PROFILE
TATA Motors Profile
Management
Manufacturing
Research & Development
Awards
GFGC, Shivamogga 19
COMPANY PROFILE
TATA MOTORS PROFILE
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over 2,000 touch points. The company also has a strong auto finance
operation, TML Financial Services
Limited, supporting customers to purchase Tata Motors vehicles. Tata
Motors, the first company from India's engineering sector to be listed in the
New York Stock Exchange (September 2004), has also emerged as an
international automobile company. In 2004, it acquired the Daewoo
Commercial Vehicles Company, 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 exports 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, with an option to acquire the
remaining stake as well. Hispanic’s presence is being expanded in other
markets.
In 2006, it formed a joint venture with the Brazil-based Marco polo, 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 also entered into a joint venture in 2006 with Thonburi Automotive
Assembly Plant Company of Thailand to manufacture and market the
company's pickup vehicles in Thailand. In 2006, Tata Motors and Fiat Auto
formed an industrial joint venture at Ranjangaon (near Pune in Maharashtra,
India) to produce both Fiat and Tata cars and Fiat power trains for the
Indian and overseas markets; Tata Motors already distributes and markets
Fiat branded cars in India. In 2007, Tata Motors and Fiat Auto entered into
an agreement for a Tata license to build a pick-up vehicle bearing the Fiat
nameplate at Fiat Group Automobiles' Plant at Cordoba, Argentina. The
GFGC, Shivamogga 21
pick-up will be sold in South and Central America and select European
markets.
These linkages will further extend Tata Motors' international footprint,
established through exports since 1961. While currently about 18% of its
revenues are from international business, the company's objective is to
expand its international business, both through organic and inorganic
growth routes. The company's commercial and passenger vehicles are
already being marketed in several countries in Europe, Africa, the Middle
East, Australia, South East Asia and South Asia. It has assembly operations
In Malaysia, Kenya, Bangladesh, Ukraine, Russia and Senegal. The
foundation of the company’s growth is a deep understanding of economic
stimuli and customer needs, and the ability to translate them into customer-
desired offerings through leading edge R&D. The R&D establishment
includes a team of 1400 scientists and engineers. The company's
Engineering Research Centre was established in 1966, and has facilities in
Pune, Jamshedpur and Lucknow. The ERC has enabled pioneering
technologies and products. It was Tata Motors, which developed the first
indigenously developed Light Commercial Vehicle, India's first Sports
Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous
passenger car. Within two years of launch, Tata Indica became India's
largest selling car in its segment. The ERC in Pune, among whose facilities
are India's only certified crash-test facility and hemi-anechoic chamber for
testing of noise and vibration, has received several awards from the
Government of India. Some of the more prominent amongst them are the
National Award for Research and Development Efforts in Industry in the
Mechanical Engineering Industries sector in 1999, the National Award for
Successful Commercialization of Indigenous Technology by an Industrial
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Concern in 2000, and the CSIR Diamond Jubilee Technology Award in
2004.
The company set up the Tata Motors European Technical Centre
(TMETC) in 2005 in the UK. TMETC is engaged in design engineering and
development of products, supporting Tata Motors' skill sets. Tata Daewoo
Commercial Vehicle Company and Hispano Carrocera also have R&D
establishments at Gunsan in South Korea and Zaragoza in Spain. The pace
of new product development has quickened through an organization-wide
structured New Product Introduction (NPI) process. The process with its
formal structure for introducing new vehicles in the market brings in greater
discipline in project execution.
The NPI process helped Tata Motors create a new segment, in 2005,
by launching the Tata Ace, India’s first indigenously developed mini-truck.
The years to come will see the introduction of several other innovative
vehicles, all rooted in emerging customer needs. Besides product
development, R&D is also focusing on environment-friendly technologies
in emissions and alternative fuels.
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initiatives on labor and environment standards in compliance with the
principles of the Global Compact. In accordance with this, it plays an active
role in community development, serving rural communities adjacent to its
manufacturing locations.
With the foundation of its rich heritage, Tata Motors today is etching a
refulgent future.
Management:
Board of Directors:
Senior Management:
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Mr. P Y Gurav : Vice President (Corporate Finance-Accounts
and Taxation)
Dr. S J Tambe : Vice President (Human Resource)
Mr. ZackriaSait : Vice President (Technical Services)
Mr. A M Mankad : Head (Car Plant)
Mr. S B Borwankar : Head (Jamshedpur Plant)
Mr. S Krishnan : Vice President (Commercial-PCBU)
Mr. Ravi Pisharody : Vice President (Sales & Marketing)
Mr. H K Sethna : Company Secretary
Corporate Communications
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CHAIRMAN’S PROFILE
Mr. Ratan N Tata (Chairman)
Heading the Tata Group since 1991, Ratan N Tata is the Chairman of
Tata Sons, holding company of the Tata Group, and major Group companies
including, Tata Motors, Tata Steel, Tata Consultancy Services, Tata Power,
Tata Tea, Tata Chemicals, Indian Hotels, Tata Teleservices and Tata Auto
Comp. He is also Chairman of two of the largest private sector promoted
philanthropic trusts in India. During his tenure, the Group has further
expanded its global reach, with its revenues growing over six fold to Rs
97,000 crore ($21.9 billion).
Mr. Tata joined the Tata Group in December 1962. After serving in
various companies, he was appointed the Director-in-Charge of The National
Radio & Heading the Tata Group since 1991, Ratan N Tata is the Chairman
of Tata Sons, holding company of the Tata Group, and major Group
companies including, Tata Motors, Tata Steel, Tata Consultancy Services,
Tata Power, Tata Tea, Tata Chemicals, Indian Hotels, Tata Teleservices and
Tata Auto Comp.
He is also Chairman of two of the largest private sector promoted
philanthropic trusts in India. During his tenure, the Group has further
expanded its global reach, with its revenues growing over six fold to Rs.
97,000 crore ($21.9 billion).
Mr. Tata joined the Tata Group in December 1962. After serving in
various companies, he was appointed the Director-in-Charge of the National
Radio & Electronics Company Limited (Nelco) in 1971. In 1981, he was
named Chairman of Tata Industries; the Group's other holding company,
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where he was responsible for transforming it into the Group's strategy think-
tank and a promoter of new ventures in high-technology businesses.
He is associated with various organizations in India and abroad in
varying capacities, some of which are:
Chairman, government of India's Investment Commission
Member, Prime Minister's Council on Trade and Industry
Member, National Hydrogen Energy BoardMember, National
Manufacturing Competitiveness
Competitiveness Council
Serving on the International Investment Council set up by the president
of the Republic of South Africa
Serving the International Business Advisory Council of the British
government to advise the chancellor of the exchequer
Member, International Advisory Council of Singapore's Economic
Development Board
Member, Asia-Pacific Advisory Committee to the board of directors of
the New York Stock Exchange Member, international advisory boards
of the Mitsubishi Corporation, the American International
Group and JP Morgan Chase
President, court of the Indian Institute of Science, Bangalore
Chairman, council of management, Tata Institute of Fundamental
Research, Mumbai
Member, board of trustees of the Rand Corporation, Cornell University
and University of Southern California, and the Foundation Board of the
Ohio State University
Chair, advisory board of RAND's Center for Asia Pacific Policy
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Member, Global Business Council on HIV / AIDS and the programme
board of the Bill & Melinda Gates Foundation's India AIDS initiative
Jamshedpur:
Established in1945, the Jamshedpur unit was the company's first unit
and is spread over an area of 822 acres. It consists of 4 major divisions -
Truck Factory, Engine Factory, Cab & Cowl Factories, and the Novus.
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Engineering Division, which has one of the most versatile tool making
facilities in the Indian sub-continent.
Lucknow:
Uttarakhand
The company has set up a plant for its mini-truck, Ace, at Pant Nagar
in Uttarakhand. The plant will begin commercial production during the
course of the year.
Research:
Research & Development:
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For Tata Motors, safety is of paramount importance. This avenue
provides no room for the slightest margin of error.
Tata Motors ERC is the only high-tech facility in India to evaluate the
degree of passenger safety in the event of any high-speed impact. Through a
special crash test facility. Different types of accidents are simulated; the
results analyzed, and put to use in the development of a vehicle that satisfies
stringent international safety norms.
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and feasibility of manufacture.
AWARDS:
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Tata Motors wins 'Golden Peacock Award' for Corporate Social
Responsibility.
Tata Motors CVBU Pune wins National Energy Award.
Tata Motors - Jamshedpur wins 'Energy Efficient Unit Award'.
Tata Motors wins the first CSIR Diamond Jubilee Technology Award.
Tata Motors Jamshedpur &Lucknow win awards...
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Chapter 4
DATA ANALYSIS AND INTERPRETATION
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DATA ANALYSIS AND INTERPRETATION
Table: 1 AGE
18-30 15 50.00
30-50 10 33.33
Above 50 5 16.67
INTERPRETATION:
There are more customers in the age group of 30-50 and 18-30 covered
under this study. Percentage wise graph has given here.
60
50
40
Age
30
Frequency
20
Percentage
10
0
1 2 3 4
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Table: 2 INCOME PER MONTH:
TOTAL 30 100%
ITERPRETATION:
Belong to 5000 income group, 26.67% of user are belong to 10000 to 15000
income group and 33.33% of user are belong to 20000 and above income
group.
Frequency
5,000 – 10,000
10,000 – 15,000
15,000 – 20,000
Above 20,000
TOTAL
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Table: 3 OCCUPATIONS
INTERPRETATION:
Have tried to cover all the people from different sectors. Here in my study
there are more no of Govt. and Pvt. sector Employee covered than other
sector.
TOTAL
Retired
Student
House Wife
Percentage
Professional Frequency
Business man
Pvt. Employee
Govt. Employee
0 5 10 15 20 25 30
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Table: 4 Showing Ratio of Respondents having Two Wheeler.
Yes 24 80.00
No 6 20.00
TOTAL 30 100%
INTERPRETATION:
The above I analyze the No. of people having vehicle. There are about 80% of
people having vehicle and only 20.00% of respondents do not having any
vehicle
TOTAL
No Percentage
Frequency
Yes
0 20 40 60 80
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Table 5: If yes than specify………
TOTAL 30 100.00%
INTERPRETATION:
The above graph shows that mostly respondents who covers under my study
having Two Wheeler with 70.00% and it is followed by respondents who’re
having Four Wheeler with 16.67% and lastly with 13.33% of respondents
who are having vehicle other than two wheeler or Four Wheeler.
FREQUENCY
Two Wheeler
Four Wheeler
Any other
TOTAL
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Table: 6 Showing Awareness level of “NANO”.
Yes 30 100.00%
No 00 00.00%
TOTAL 30 100.00%
INTERPRETATION:
The above graph shows that out of 30 respondents all the respondents are
aware about the “NANO”.
TOTAL
30
25
20
15
10 TOTAL
5
0
0 -
30 100
Frequency Percentage
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Table: 7 showing the satisfaction of respondents about “NANO”
Yes 27 90.00
No 3 10.00
TOTAL 30 100%
INTERPRETATION:
From the above graph we can see that there are 90.00% respondents like
Tata’s “NANO” car. in that respondents who do not want to go for “NANO”
but even they like “NANO” are also covered, very few respondents with
10.00% has given negative response to the “NANO” and it is very less
compare to overall sample size.
100%
90%
80%
70%
60% Percentage
50%
Frequency
40%
30%
20%
10%
0%
Yes No TOTAL
GFGC, Shivamogga 40
Table: 8 satisfaction of Respondents about model of “NANO”.
MODEL FREQUENCY PERCENTAGE
TOTAL 30 100.00%
INTERPRETATION:
The above graph shows the preference of the respondents regarding
two different model of “NANO” car while purchasing. Here from the above
graph we can see that the No. of respondents who’s given their preference
for car model are equally for each model. Respondents who are like to go
with Standard Model are 18 with 60.00% and respondents who prefers
Deluxe Model are 12 out of 30 with 40.00
TOTAL
PERCENTAGE
Deluxe (With AC)
FREQUENCY
0 10 20 30 40 50 60
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Table: 9 satisfaction of respondents regarding mileage of “NANO”
INTERPRETATION:
The above graph shows that the out of 30 respondents mostly respondents
like the mileage of “NANO” car. Here, out of 30 respondents 18 select
Mileage as a “Very Good Reason” with 60.00% , 09 respondents think that
this mileage of the car is “Good Enough” for small town with 30.00% and at
last very few respondents believe that this mileage is “Not Enough” with
10.00%
FREQUENCY
Very good reason to
buy
Good Enough for Small
Town
Not Enough
TOTAL
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Table: 10Showing how purchase decision of “NANO” affect on Status of
respondents
RESPONDS FREQUENCY PERCENTAGE
Yes 18 60.00
No 12 40.00
TOTAL 30 100.00%
INTERPRETATION:
Here the above graph shows that out of 30 respondents 18 respondents with
60.00% think that Purchase decision of NANO would be affect to their status.
Here respondents were thinking in both the sense positively as well as
negatively. It’s followed by the respondents who were thinking that
purchasing decision on NANO will not affect to their status, there are 12
respondents with 40.00% falls in this category.
FREQUENCY
TOTAL
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Table: 11 showing level of respondents belief about
60
50
40
30 FREQUENCY
20 PERCENTAGE
10
PERCENTAGE
0
FREQUENCY
Yes
No
TOTAL
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Table: 12 rank following attributes of in order to preference given by you,
while buying “Nano”
SAFETY 06 20.00%
AFFORDABILITY 05 16.67
TOTAL 30 100.00%
INTERPRETATION:
50% of the responded are attracted by mileage to TATA NANO car and
20% of them safety
13.33% of them attracted shape
16.67% of responded or attracted for affordability
FREQUENCY
BRAND NAME
SAFETY
SHAPE / DESINGN
AFFORDABILITY
TOTAL
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Table: 13 why did you prefer a NANO to a second hand car?
MILEAGE 10 33.34%
TOTAL 30 100.00%
INTERPRETATION:
Out of the 30 responded 26.66% responded are influenced it`s new
13.33% responded are influenced it`s running cost.
33.34% responded are influenced it`s mileage.
26.66% responded are influenced it`s good looks
30
25
20
15
10 FREQUENCY
5 PERCENTAGE
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Table: 14 which company`s car do you prefer while buying a car
FREQUENCY PERCENTAGE
COMPANY
TATA MOTORS 15 50.00%
HYUNDAI 06 20.00%
TOYOTA 03 10.00%
MUL 03 10.00%
FIAT 03 10.00%
TOTAL 30 100.00%
INTERPRETATION:
50% of the responded prefer to buy a car from TATA motor and
20% them from HYUNDI
10% responded prefer to buy a car from Toyota 10% of MUL
While 10% them ford and 10% of them for FIA
FORT
FIAT
MUL
FREQUENCY
TOYOTA PERCENTAGE
HYUNDAI
TATA MOTORS
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Table: 15 how did you come to know about this car?
30
25
20
15
10
FREQUENCY
5
0 PERCENTAGE
FREQUENCY
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Table: 16 Do you recommend others to buy this car?
RECOMNDED FREQUENCY PERCENTAGE
YES 20 66.67%
NO 10 33.33%
TOTAL 30 100.00%
INTERPRETATION:
From the survey it was found that 66.67% of recommend to buy No this Nano
car 33.33% may go for future purchase.
35
30
25
20
PERCENTAGE
15 FREQUENCY
10
0
YES NO TOTAL
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Table: 17 Do you agree that Tata Nano is comfortable while driving.
INTERPRETATION:
20% of the responded have strongly agree that TATA NANO have lived up to
their expectation 50% agree of them have agreed and from the analyses 30%
of them have neither disagree
FREQUENCY
35
30
25
20
15 FREQUENCY
10
0
0 1 2 3 4 5 6
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Table: 18 what do you feel about the price of Tata Nano?
INTERPRETATION:
20% of the responded or in favor of ve3ry high price of TATA NANO
car and 53.34% of them favor of competitive
Nearly 13.33% of them or in favor of high price of TATA NANO
While 33.33% of them are in favor of low price TATA NANO
FREQUENCY
VERY HIGH
COMPITETIVE
HIGH
LOW
TOTAL
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Table: 19. Tata Nano car is fit for rough roads.
ROUGH ROADS FREQUENCY PERCENTAGE
STRONGLY AGREE 15 50.00%
AGREE 10 33.33%
DIS-AGREE 05 16.67%
TOTAL 30 100.00%
INTERPRETATION:
50% of the responded have strongly agree that TATA NANO have lived up to
their expectation 33.33% agree of them have agreed and from the analyses
16.67% of them have neither disagree
4
ROUGH ROADS
3 FREQUENCY
PERCENTAGE
2
0 10 20 30 40
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Table: 20 Source of finance for purchase of Tata Nano.
INTERPRETATION:
50% of the responded of purchased TATA NANO car through cash and
13.33% of them private finance
While 13.33% of them purchased2 car through employee finance and
23.34% of them bank finance
FREQUENCY
CASH
PRIVATE FINANCE
EMPLOYEE FINANCE
BANK FINANCE
TOTAL
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CHAPTER: 6
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SUGGESTIONS AND CONCLUSION
Findings
I have found in my study that most of the respondents who like to go for
TATA’s “NANO” belong to income group of 5000 to 15000, so it can be said
that “NANO” will be most welcome by this income group of people.
Most of the respondents who belongs to the Private Sector or Govt. Sector
having greater acceptance level for “NANO” in SHIVAMOGGA city and they
would also like to go for “NANO”.
I have found that all the respondents of SHIVAMOGGA City which covered
under my study are well aware about TATAs “NANO”.
In my study I have found that above 90% of respondents like the TATA”s
“NANO” car. Those respondents who would not like to go for “NANO” , they
are also like the TATA”s “NANO” for various reason like affordability, brand
name, shape/design this shows the preference of the respondents in
SHIVAMOGGA city.
More than half of the respondents would like to buy “NANO” in next 1 to 2
year. Respondents who like to buy “NANO” are curiously waiting for its
launching, respondents like to go for “NANO” as it’s most affordable cost and
of course due to its Brand Name that is TATA.
Respondents also prefer “NANO” due to its promise of good mileage about
21KM/Liter so, if TATA will fulfill the promise and if continuously maintain
the mileage of its car the “NANO” than it’ll surely helpful to attract more
customer.
Respondents who are preferring the second hand car , after the launching of
TATA’s Rs. 1lakh car the “NANO”, they would also like to go for “NANO” due
to its low cost and of course due to its attractive shape and design , its
newness as compare to second hand car.
More than half of the respondents believe that “NANO” is their Dream Car,
so it shows TATA’s “NANO” car will be warmly welcome by the people of
SHIVAMOGGA City.
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CONCLUSION
During my study I have done a project on perception of people on
“NANO” car in SHIVAMOGGA city. I had learn a lot and get opportunity to
know what consumer actually thinks and what they perceive about TATA’s
“NANO” because I had done field work and I was in between the people
only. I gain a practical knowledge, which I haven’t got anywhere.
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ANNEXURES
Questionnaire
Bibliography
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QUESTIONNAIRE
Dear Sir/Madam,
Your’s
Girisha C.S
Personal Details
NAME……………...
Address: …………………………
1. AGE
18-30 [ ] 30-50 [ ]
2. Above 50 [ ]
Gender
Male [ ] Female [ ]
3. INCOME PER MONTH
5,000 – 10,000 [ ] 10,000 – 15,000 [ ]
15,000 – 20,000 [ ] Above 20,000 [ ]
4. 4.OCCUPATION
Govt. Employee [ ] Pvt. Employee [ ]
Business man [ ] Business man [ ]
House Wife [ ] Student [ ]
Retired [ ]
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5. Showing Ratio of Respondents having Two Wheeler.
Yes [ ] No [ ]
6. If yes than specify………
Two Wheeler [ ] Four wheeler [ ]
7. Any other [ ]
8. Are you aware of Tata’s “NANO” car?
Yes [ ] No [ ]
13.Do you think that Purchase decision of NANO will affects your status?
Yes [ ] No [ ]
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16.Do you recommend others to buy this car?
Yes [ ] No [ ]
21.What do you feel great about your car when compared to other cars in
the market?
Fuel efficiency [ ] Low maintenance [ ]
Brand quality [ ] any other specify ……….
SIGNETURE
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BIBLIOGRAPHY
BOOKS:
3) Art kleiner George Roth,” How to Make experience your company’s best
teacher” Hardwar business review,
4) Boris Grasberg, Hashish Nanda, and Nitin Nuhria “the risky business of
hiring stars “, Hardwar business review.
MAGAZINES
http://www.tatamotors.com
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