A PROJECT REPORT ON A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS JK TYRE

SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTERS OF BUSINESS ADMINSTRATION (MBA)
MARKETING

2009-2011
SUBMITTED BY AMIT PRAKASH

ALARD INSTITUTE OF MANAGEMENT SCIENCES PUNE (Approved by AICTE, Affiliated to University of Pune & Recognized by Govt. of Maharashtra)

ACKNOWLDGEMENT

This project could have not been completed without the guidance of Mr. Deepak Kumar (AREA SALES Manager), Mr. Rajneesh Kumar (sales officer) and Mr. Sudhir Kumar (sales officer); whose precious suggestions, constructive guidance have been indispensable in the completion of my project. I feel sort of dictum to thank my project guide Ms.Praneeta Krishna for encouraging and inspiring me throughout this work. I would also like to thank JK TYRE for giving me the opportunity to work with them where I was able to get valuable experience which will prove useful in my career. I would also like to genuinely thank my friends, seniors, and all those people who had directly and indirectly helped in my project.

Once again, I express my gratitude to JK TYRE for their kind co-operation and giving me the excellent opportunity to work in their healthy working conditions.

PREFACE

In the concluding part of my MBA degree programme it is an excellent opportunity for me to do a project study on CONSUMER BUYING BEHAVIOUR for JK TYRE. In the rapid changing environment there is a cutthroat competition all over the world. For each company optimum utilization and maximum benefit is the most for their survival. A management student needs both theoretical and practical knowledge both. The theoretical and practical ideas cannot be learned in isolation. There has to be practical application of these ideas to understand how they can be applicable in the field of management. The project work helps the student to develop his skill to analyze the problem and to suggest alternative solution to evaluate them and to provide feasible recommendation. The project work provides exposure to student to face live situation and also the experience to work with outsiders.

I hope this work done over a period of two month will go a long way in contributing to the objective of JK

EXECUTIVE SUMMARY

Theory without practical use is of no importance. No doubt theory provides the base with the sound knowledge about a particular topic or a subject but practical work gives an insight to the real situation handling techniques

In today era of competitive scenario where globalization is at its ways off practical study of a subject is very much accredited. As a management student I was required to go two months of summer training in the organization of my repute, which helped me to implement my theoretical knowledge to transform it into practical exposure.

My present project reports is divided into various sections and subsections likeintroduction, review of literature, research methodology, data interpretation, conclusions, limitations and recommendations, each of them contributing their specific and an influence on the design of the project report, which makes it highly informative for the persons concern. The purpose of this study is to offer partial answer to two questions often asked by marketing people. 1. What are consumer buying behaviour of truck tyres? 2. How they are used in marketing?

The study also analyse the various issues pertaining to the preference among the customers of the truck tyres. In this study there are some issues which focus the buyers preference for truck tyres with special reference to JK tyres industries Ltd.

The format of the report is directed to reporting of the facts that is gathered as a primary data from customer. The other part of the study deals with the outcome of the study to conclude. The collection of the data from the consumers of the truck tyres came through a convenience sampling of the consumers using the truck tyres. A complete set of the questionnaire is being used for the same.

During my project we also came to know about the customer service which the company provides to its customers. As far as data collection is concerned I have both primary and secondary data in this report. I have collected primary data by meet with owners and secondary data are collected from manuals, internet, corporate articles and other preserved data by the company.

The analytical and the procedural study of market conducted by me will give the company an insight towards the formulation of new decision making and thus implementing the changed criteria and pattern for the company which will help it to understand the consumer behaviour and regain its market share, analyze various strengths and weaknesses to be considered and act accordingly with the changed outlook prevailing in the current situation to surpass its rival competitors.

INDEX
SR.NO 1 CHAPTER NO. Chapter 1

CONTENTS Introduction 1. 1 Company profile 1.2 Industry profile 1.3 product profile 1.4 Objective of study 1.5 scope of the study

PAGE NO. 1-18

2 3

Chapter 2 Chapter 3

Review of literature Research Methodology 3.1Research of design 3.2Method of research 3.3Data collection technique 3.4Sample area 3.5Sample method 3.6Sample size

19-31 32-34

Chapter 4

Data Analysis & Interpretation 1) Analysis of data 2) Table & interpretation 3) Graph

35-46

Chapter 5 5. 1 Findings 5.2 Conclusion 5.3 Limitation 5.4 Suggestions

47-52

Chapter 6

Annexure 6.1 Questionnaire 6.2 Bibliography 6.3 Exhibits

53-58

LIST OF GRAPH AND TABLES

SL.NO 1 2 3 4 5 6 7 8 9 10 11

PARTICULARS
Which brands of truck tyre do you use generally Reason for discontinuing the use of JK tyre View of respondent towards JK regarding quality View of respondent towards JK regarding availability Views of respondent towards JK regarding price of tyre Views of respondent regarding dealer of JK tyre Views of respondent after sales service of JK tyre Which factors affects you most while purchasing To get the idea about the brand equity of various brands from customer. Buying from fixed dealer and buying from any where Mode of payment

PAGE NO 37 38 39 40 41 42 43 44 45 46 47