a project on consumer response by adalat das mahant
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A
PROJECT REPORT
ON
CAMPARATIVE ANALYSIS OF CONSUMER RESPONSETOWARDS TATA MOTORS RAIPUR
SUBMITTED TO
Pt.Ravishankarshuklauniversity,Raipur(C.G)Inpartial fulfillment ofthe degree course of
BACHELOR OF BUSINESS ADMINISTRATIONFOR ACEDEMIC SESSION
2011
Guided by: Submitted by:Mrs. Suchitra Rathi Adalat Das Mahant
AssistantProfesser BBA VI SEMMAIC,RAIPUR Rollno. 921202
Department of managementMAHARAJA AGRASEN INTERNATIONAL COLLEGE
Samta colony,Raipur(C.G)
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TO WHOM SO EVER IT MAY CONCERN
Thisisto certifythatADALAT DAS MAHANT who ispursuingBBA VI
SEMESTER fromMAIC COLLEGE, RAIPURhas collected theinformation
from ourorganization.
Hisprojecttitle was A STUDY ON CAMPARATIVE ANALYSIS OF CONSUMER
RESPONSE TOWARDS TATA MOTORS
withreferenceto BHASIN VENTURES PVT.LIMITED, RAIPUR.
Theinformation collected ispurely foracademic knowledgeaspermy
information
(Mrs. Suchitra Rathi) (Dr. Samir Thakur)Head Principal
Department of Management MAIC
MAIC
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CERTIFICATE
Thisisto certifythatMr. Adalat Das a bonafidestudent ofMaharaja Agrasen International College, Raipur (C.G.)studyingin B.B.A Vl Semesterhassuccessfully completed herprojectentitled A STUDY ON CAMPARATIVE ANALYSIS OFCONSUMER RESPONSE TOWARDS TATA MOTORSI wishhimallsuccessineveryendeavoroflife.
(Mrs. Suchitra Rathi) (Dr. Samir Thakur)
Head PrincipalDepartment of Management MAIC
MAIC
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CERTIFICATE
Thisisto certifythattheProject Workentitled A STUDY ONCAMPARATIVE ANALYSIS OF CONSUMER RESPONSETOWARDS TATA MOTORS byAdalat Dasli forthepartialfulfillment Of Degree of Bachelorof Business Administration fromPt.RavishankarShuklaUniversity,Raipur(C.G.)isanauthenticworkperformed bythestudent.
This workhas beensubmitted forthesolepurpose ofacedemicinterest.
Internal External / Guide External Examiner
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DECLARATION
I, Mr.Adalat Dashereby declarethatthisprojectistherecord of
authentic work carried out byme duringtheacademic year2011
BHASIN VENTUTRES PVT. LTD. RAIPUR (C.G)
DATE:
15 APR 2011 (ADALAT DAS MAHANT)
BBA VI SEMRollno. 921202
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ACKNOWLEDGEMENT
I really present my sincere thanks to the individual employees of Bhasin Motors.
who have given their kind concern and time for conducting this research. I do
hereby acknowledge the contribution of respected Mr. Harjeet Singh Bhatia that
had made possible all available resource needed in my project.
I extend my heartily thanks to him for guidance and Co-operation. I would like to
thank him of the project for permitting me to do the project Work in Bhasin
Motors.
I would like to thank all the staff members of that company for providing necessary assistance &data require.
I am deeply indebted to my Faculty members from the Department of BBA whose
help, stimulating suggestions and encouragement help me in all the time of
research for and writing of this project report.
I have further more to thank my guide Mrs. Suchitra Rathi without herhelp it would not have been possible for me to complete this project .
ADALAT DAS MAHANT
BBA VI SEM
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INDEX
NO. PARTICULARS
CHAPTER:1 INTRODUCTION OF THE TOPIC
CHAPTER:2COMPANY PROFILE
CHAPTER:3 RESEARCH METHODOLOGY
CHAPTER:4 DATA ANALISIS &INTERPRETATION
CHAPTER:5 FINDINGS & CONCLUSION
CHAPTER:6 SUGGETIONS & LIMITATIONS
BIBLIOGRAPHY
APPENDICES
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As TATA MOTORS isregarded as one ofthe best fuelefficientcars. Hence I conducted astudy onthe consumerperceptionaboutsmall cars. Firstly, I tookthree brands ofsmall cars; Zenestilo, Indicaand Santro fora comparativestudy ofsmall car
LaterI wentthroughtheprocess of fillingthe questionnaires,toknow exactly whatthe customers ofsmall carsperceived abouttheirc Allthe carstaken forthesampleshowed thattheconsumersperceived themasalmostsameinalltheattributeslikesafety, comfortand luxury.
But,attheend theresearch waslimited dueto smallsamplesize,smallsampleareaand time constraints.
Intodaysglobalisingeconomy competitionisgettingmoreandmorefierce. Thatmeansit becomesmore difficult forproductsandservicesto differentiatethemselves from otherofferingsthaneverbefore.Notonlyisthenumberof competitive offeringsrising duetoglobalisation ofproduction,sourcing,logisticsand accessto information. Manyproductsand services facenew competition fromsubstitutesandfromcompletelynew offerings orbundles fromindustry outsiders.Sinceproduct differencesare closed atanincreasingspeed and manycompaniestryto winthe battle forcustomers bypricereductions,productsand servicestend to become commodities.Onthe otherhand, customerbehaviourbecomesmorehybrid. On
onehand, customersareincreasinglypricesensitive searching forbargainsatmarketplaceslikeebay orbuyingtheirgroceriesatdiscountmarkets. Onthe otherhand theyenjoy branded and luxurygoods.One
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and thesamepersonmayplana weekend trip withano-frillsairlineand astayata five-star-hotel.Intheresult, customershavea widerchoice of oftenless
distinguishableproductsand theyaremuch betterinformed. Formany offeringsthebalance ofpowershiftstowardsthe customer. Customersarewidelyaware oftheirgreaterpower, whichraisestheirexpectations onhowcompaniesshould care forthem.
Bringingitalltogether,it becomesevermore difficulttodifferentiateaproduct orservice bytraditional categorieslikeprice, quality,functionalityetc.Inthissituationthe development ofastrongrelationship betweencustomersand a company could likelyproveto beasignificantopportunity forcompetitiveadvantage. Thisrelationshipisnotlongerbased on featureslikepriceand qualityalone. Todayitismoretheperceived experiencea customermakesinhisvariousinteractions witha company (e.g.how fast,easy,efficientand reliabletheprocessis)thatcanmake orbreaktherelationship.Problems duringasingletransaction can damageaso farfavourable customerattitude.
The consequence forcompaniesisthattheyhaveto adapttheirways ofcompeting forcustomers. Traditionally, companieshave focusedtheirefforts of customerrelationshipmanagement onissueslikecustomer
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satisfactionand targeted marketingactivitieslikeeventmarketing,directmarketing oradvertising. Although doubtlessnecessaryandbeneficial,theseactivitiesarenotlongerenough. Theynarrow therelationship between companyand customerdownto aparticular
set ofcontactsin whichthe companyinvestsitsefforts. Mostlikelythiswillproducenotmorethanasatisfied customerwho is wellaware ofthecompanies offeringsand hasapositiveattitudetowardsthem.However,asatisfied customerisnotnecessarilyaloyal one.
Ifa customerissatisfied thatmeansthataproduct ofservicehasmethisexpectationsand thathe wasnot dissatisfied byit. Customersatisfactionis doubtlesslyveryimportant. Itistheprecondition forrepeatpurchasesand itpreventsthe customerfromtelling othersabouthis disappointingexperiences. A loyal customer,however,ismorethana customerwho frequentlypurchases froma company.The differenceistheemotional bond whichlinksthe customersocloselyto the companythathe developsa clearpreference fortheseproducts orbrandsand iseven willingto recommend themto others. Loyalcustomerstrulypreferaproduct, brand orcompany overcompetitiveofferings. Thusloyaltygoes beyond arational decision forknown
quality orsuperiorprice-performance-ratio. Itisaboutthecustomersfeelingsand perceptionsaboutthe brand orproduct.Whenthe customermakeshis buying decision,heevaluatesthebenefits
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heperceives fromaparticularproductand comparesthem withthecosts. Thevaluea customerperceives when buyingand usingaproduct
orservicego beyond usability. Thereisaset ofemotionalvaluesas well,suchassocialstatus,exclusivity, friendlinessand responsivenessorthedegreeto whichpersonalexpectationsand preferencesaremet.Similarly,the costsperceived bythe customer,normally comprisemorethantheactualprice. Theyalso include costs ofusage,thelost
opportunityto usean otheroffering,potentialswitching costsetc.Hence,the customerestablishesanequation betweenperceivedbenefitsand perceived costs of oneproductand comparesthisto similarequations of otherproducts.Based onthis, customerloyalty can beunderstood asto howcustomersfeelaboutaproduct,service orbrand and whethertheirperceivedtotalinvestments withaitliveupto theirexpectations.Theimportantpointhereistheinvolvement of feelings,emotionsandperceptions. Intodays competitivemarketplace,theseperceptionsarebecomingmuchmoreimportant forgainingsustainablecompetitiveadvantage.
Customerperceptionsareinfluenced byavariety of factors.Besidesthe
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actual outcome i.e. did theproduct orservice delivertheexpectedfunctionand did it fulfillthe customersneed the wholeprocessof
consumptionand allinteractionsinvolved are of crucialimportance. Intodaysglobalised information driveneconomythis canalsocompriseissueslike How othercustomers orinfluencinggroupsperceivetheproductorbrand The degreeto whichthe customerfeelstheactualmarketing
Campaignaddressesthemostimportantissues
Responsivenessand service quality ofanyaffiliates,e.g.distributionpartnerCustomerperceptionsare dynamic. First ofall,withthe developingrelationship between customerand company,hisperceptions ofthecompanyand itsproducts orservices will change.Themoreexperiencethe customeraccumulates,themorehisperceptions willshift from fact-based judgementsto amoregeneralmeaningthe wholerelationshipgains forhim. Overtime,heputsastronger focus onthe consequence oftheproduct orserviceconsumption.Moreover,ifthe customers circumstances change,theirneedsand
preferences often changetoo. Intheexternalenvironment,theofferingsof competitors, with whicha customercomparesaproduct orservicewill change,thusalteringhisperception ofthe best offeraround.Anotherpointisthatthepublic opiniontowards certainissues can
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change. Thiseffect canreach from fashiontrendsto thepublicexpectation ofgood corporate citizenship. ShellsintentiontodumpitsBrent Sparplatforminto the oceansignificantlyaltered many
customersperception of which company was worth buying fuelfrom.Researchhas been don ontheimpact ofmarketshare ontheperceivedquality ofaproduct.Depending onthenature oftheproductandthecustomerspreferences,increasingmarketshare canhavepositive or
negativeeffects onhow the customerperceivestheproduct
Positiveeffects ofincreasingmarketshare on customer
perception
Increasingmarketshare cansend outpositivesignals byactingasanindicatorofsuperiorqualitythatisrecognised bymoreandmore
othercustomers. Thiseffectisparticularlystrong forpremiumpricedproducts. Customersnormallyassumethataproductmust be ofexceptional qualityifit cangainsuchanunexpected marketsuccessdespiteitshighprice. Many brands offerpositiveemotional benefits ofusingaproductthatispopularinthemarkets.
Thevalue ofaproduct orservice canrisethroughincreasingnumberofusers ofthesameproduct,e.g.numberofmembers ofanonline community, betteravailability ofsoftware forpopularcomputersystems.
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Negativeeffects ofincreasingmarketshare on customerperception Forpremiumand luxuryproducts, customersmaytranslateanincreasingmarketshareinto aloss of
exclusivityand thusperceiveitaslessvaluable. The quality ofservicesmaysufferiftheyareconsumed byincreasingnumbers ofusers. Diseconomiesofscalesand congestions can be observed with busyairportsand many otherservicesso that customersmaylook out forotherprovidersthatpromisemoretimelyserviceand convenience.The concept of customerperception doesnot onlyrelateto
individual customersin consumermarkets. Itisalso validin businessto businesssituations. Forexample,acompetitorbenchmarkingsurvey ofalargeindustrialsupplierrevealed thatthemarketleader,althoughrecognised forexcellent qualityand serviceand knowntobehighlyinnovative, wasperceived asarrogantinsomeregions. If wetakeinto considerationthatthereareaboutfourotherlargeplayers withasimilarlevel of qualityandinnovativeideas,thisperceived arrogance could developinto aseriousproblem. Customershereare wellawarethemain characteristics ofallthe offeringsavailableatthemarketarelargely comparable. So theymightusethedevelopment ofanew productgeneration oftheirowntoswitchto asupplierthat canservethemnot betteror
worse, but withmoreresponsivenessand understanding
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Tatamotors wereestablished on September1, 1945,originally forthemanufacture of Steam LocomotivesatJamshedpur.
In 1969 Tatamotorshad becomeanindependentproducer
of Medium Commercial Vehicles. Ithad also developed thecapability of designing,testingand manufacturingsuchvehicles.
Itis the country'sleading commercialvehiclemanufacturerand hassignificantpresenceinthemulti-utilityandpassengercarsegments.
Withthe Launch of Tata Indica,an Euro 2 compliantvehicle,isthe countrys firstindigenously designed, developed and
manufactured passengercar.Withthelaunch of Tatanano, Tatahaspenetrated themarketto
itsextreme bymakinga caravailable forRs. 132000 only.
HISTORY
Tata Motors Limited is India'slargestautomobile company, withconsolidated revenues ofRs.70,938.85 crores (USD 14 billion)in 2008-09. Itistheleaderin commercialvehiclesineach
segment,and amongthetopthreeinpassengervehicles withwinningproductsinthe compact,midsize carand utilityvehiclesegments. The companyisthe world's fourthlargesttruckmanufacturer,and the world'ssecond largest busmanufacturer.The company's 23,000 employeesareguided bythevisionto be"bestinthemannerin which we operate, bestintheproducts wedeliver,and bestin ourvaluesystemand ethics."Established in 1945, Tata Motors'presenceindeed cutsacrossthelengthand breadth of India. Over4 million Tatavehiclesplyon Indianroads,sincethe firstrolled outin 1954. Thecompany'smanufacturing basein Indiaisspread acrossJamshedpur(Jharkhand),Pune (Maharashtra), Lucknow (UttarPradesh),Pantnagar(Uttarakhand)and Dharwad (Karnataka).Followingastrategic alliance with Fiatin 2005,ithassetupanindustrial jointventure with FiatGroup AutomobilesatRanjangaon (Maharashtra)to produce both Fiatand Tata cars
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and Fiatpowertrains. The companyisestablishinganew plantat Sanand (Gujarat). The companys dealership,sales,servicesand sparepartsnetwork comprises over3500 touchpoints; Tata
Motorsalso distributesand markets Fiat branded carsin India.
Tata Motors,the first company from India'sengineeringsectorto belisted inthe New York Stock Exchange (September2004),hasalso emerged asaninternationalautomobile company.Throughsubsidiariesand associate companies, Tata MotorshasoperationsintheUK, South Korea, Thailand and Spain. Amongthemis JaguarLand Rover,a business comprisingthetwoiconic British brandsthat wasacquired in 2008. In 2004,itacquired the Daewoo Commercial Vehicles Company, SouthKorea'ssecond largesttruckmaker. Therechristened TataDaewoo Commercial Vehicles Companyhaslaunched severalnew productsinthe Koreanmarket, whilealso exportingtheseproductsto severalinternationalmarkets. Todaytwo-thirds ofheavy commercialvehicleexports out of South Koreaare fromTata Daewoo. In 2005, Tata Motorsacquired a 21% stakeinHispano Carrocera,areputed Spanish busand coachmanufacturer, withan optionto acquiretheremainingstakeaswell. Hispano'spresenceis beingexpanded in othermarkets. In
2006,it formed a jointventure withthe Brazil-basedMarcopolo,agloballeaderin body-building forbusesandcoachesto manufacture fully-built busesand coaches for Indiaand selectinternationalmarkets. In 2006, Tata Motorsenteredinto jointventure with Thonburi Automotive AssemblyPlantCompany of Thailand to manufactureand marketthe company'spickupvehiclesin Thailand. Thenew plant of Tata Motors(Thailand)has begunproduction ofthe Xenonpickuptruck,
withthe Xenonhaving beenlaunched in Thailand in 2008.TataMotorsisalso expandingitsinternational footprint,establishedthroughexportssince 1961. The company's commercialandpassengervehiclesarealready beingmarketed inseveralcountriesin Europe, Africa,the Middle East, South East Asia,South Asiaand South America. Ithas franchisee/jointventure
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assembly operationsin Kenya, Bangladesh,Ukraine,RussiaandSenegal.The foundation ofthe company'sgrowth overthelast 50 yearsisa deepunderstanding ofeconomic stimuliand customer
needs,and theabilityto translatetheminto customer-desiredofferingsthroughleadingedgeR&D. With over2,000 engineersand scientists,the company's EngineeringResearch Centre,established in 1966,hasenabled pioneeringtechnologiesandproducts. The companytodayhasR&D centresinPune,Jamshedpur, Lucknow,in India,and in South Korea, Spain,andtheUK. It was Tata Motors, which developed the firstindigenously developed Light Commercial Vehicle, India?s first
SportsUtility Vehicleand,in 1998,the Tata Indica, India's firstfullyindigenouspassengercar. Withintwo years oflaunch, TataIndica became India?slargestselling carinitssegment. In2005, Tata Motors created anew segment bylaunchingthe TataAce, India's firstindigenously developed mini-truck.
In January 2008, Tata Motorsunveiled itsPeople's Car,the TataNano, which Indiaand the world have beenlooking forward to.The Tata Nano has beensubsequentlylaunched,asplanned,in
Indiain March 2009. A development, whichsignifiesa first fortheglobalautomobileindustry,the Nano bringsthe comfortandsafety ofa carwithinthereach ofthousands of families. Thestandard versionhas beenpriced atRs.100,000 (excluding VATand transportation cost).Designed witha familyinmind,ithasaroomypassengercompartment withgenerouslegspaceandhead room. It can comfortablyseat fourpersons. Itsmonovolumedesign willsetanew benchmarkamongsmall cars. Its
safetyperformanceexceedsregulatoryrequirementsin India. Itstailpipeemissionperformancetoo exceedsregulatoryrequirements. Interms of overallpollutants,ithasalowerpollutionlevelthantwo-wheelers beingmanufactured in Indiatoday. Thelean designstrategyhashelped minimise weight,whichhelpsmaximizeperformanceperunit ofenergy
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consumed and delivershigh fuelefficiency. Thehigh fuelefficiencyalso ensuresthatthe carhaslow carbon dioxideemissions,therebyprovidingthetwin benefits ofanaffordabletransportationsolution withalow carbon footprint.In May
2009, Tata Motorsintroduced ushered inanew erainthe Indianautomobileindustry,inkeeping withitspioneeringtradition, byunveilingitsnew range of world standard trucks. Intheirpower,speed, carrying capacity, operatingeconomyand trims,theywillintroducenew benchmarksin Indiaand matchthe bestinthe world inperformanceatalowerlife-cycle cost.In June2009,theexcitingnew range ofpremiumluxuryvehicles fromJaguarand Land Roverwereintroduced forthe Indianmarket.
Theseincludethe JaguarXF, XFRand XKRand Land RoverDiscovery 3,RangeRoverSportand RangeRover.Theyearstocome willseetheintroduction ofseveral otherinnovativevehicles,allrooted inemerging customerneeds. Besidesproduct development,R&D isalso focussing onenvironmentfriendlytechnologiesinemissionsand alternative fuels.Throughitssubsidiaries,the companyisengaged inengineeringand automotivesolutions, constructionequipmentmanufacturing,automotivevehicle componentsmanufacturingand supply chainactivities,machinetoolsand factoryautomationsolutions,high-precisiontoolingand plastic andelectronic components forautomotiveand computerapplications,and automotiveretailingand service operations.Trueto thetradition ofthe TataGroup, Tata Motorsiscommitted inletterand spiritto Corporate SocialResponsibility. Itisasignatoryto theUnited NationsGlobal
Compact,and isengaged in communityand socialinitiatives onlabourand environmentstandardsin compliance withtheprinciples oftheGlobal Compact. Inaccordance withthis,itplaysanactiverolein community development,servingruralcommunitiesadjacentto itsmanufacturinglocations.Withthe foundation ofitsrichheritage, Tata Motorstodayis
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etchingarefulgent future.
Thisisthe cheapest carin Indiatill dateand withthe
announcement ofits dieselvariantithasmadepotential buyersto
eagerly wait forit.
Thisisthe cheapest carin Indiatill dateand withthe
announcement ofits dieselvariantithasmadepotential buyersto
eagerly wait forit.
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OBJECTIVES
THE MAIN OBJECTIVES SET BEFORE THIS
RESEARCH PROJECT ARE AS FOLLOWS:-
1.The main objective behind this research project to knowthe customer perception about cars.
2.Secondly, we want to study the preference of the people
regarding cars based on their perceptions.
3.To analyze value for money for various cars.
4.To analyze economic viability of diesel and petrol cars
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2 RESEARCH METHODOLOGYRESEARCH METHODOLOGY:- IT IS A SYSTEM OFMODELS,PROCEDURES AND TECHNIQUE SUSED TOFIND THE RESULTS OF A RESEARCH PROBLEM.2
What is RESEARCH?Insimple words,RESEARCH refersto asystematic
method consisting ofstudyingtheproblem, formulatingahypothesis, collectingthe data,analyzingthe dataandreaching certain conclusionseitherinthe form ofsolutionstowardsthe concerned problem orin certaingeneralizationsforsometheoretical formulation.DEFINITION OF RESEARCH:-ACCORDING TOCLIFFORD WOODY, RESEARCHmeans defining andredefining problems, formulating hypothesis or suggested
solutions, collecting, organizing and evaluating data, makingdeductions and reaching conclusions and at last carefullytesting the conclusions to determine whether they fit theformulated hypothesis .In otherwords,aRESEARCH isan organized set ofactivitiesto studyand developamodel orprocedure/techniqueto find theresults ofarealistic problemsupportedbyliteratureand datasuchthatits objectiveis optimizedand furthermakerecommendations/interferences forimplementations.Researchin commonparlancerefersto asearch forknowledge. One canalso defineresearchasascientific andsystematic search forpertinentinformation onaspecifictopic.
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The word researchhas been derived from French wordResearchermeansto search.27
FRANCIES RUMMER defined Research: Itisacarefulinquiry orexaminationto discovernewinformation orrelationshipand to expand orverifyexistingknowledge.Researchisthesolution oftheproblem, whethercreated oralreadygenerated. Whenresearchis done,somenew outcomeisthere,so thattheproblem (created orgenerated) can besolved.
TYPES OF RESERCH: - Therearemainlyeighttypes ofresearchthoseareas follows:Descriptivev/s Analyticalresearch :- Descriptiveresearch is a research which is done for the activityalready done. It is used for the purpose of datacollection. In this type of research the researcher has nocontrol on the variables. He can report only what hashappened? Or what is happening? E.g. how manypersons come for shopping in a mall? Or preference ofpeople to buy a toothpaste.On the other hand, In Analytical research theresearcher has to use facts or information alreadyavailable and analyze these to make a critical evaluationof the material.228
Applied v/s Fundamentalresearch:- Applied researchaims at finding a solution for an immediate problem andfundamental research is done for knowledge sake only.Quantitativev/s Qualitativeresearch:- Quantitativeresearch is used for data collection only and Qualitativeresearch is motivational research.
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Conceptual v/s Empirical research;- Conceptualresearch is done for giving a new concept to the peopleandEmpirical research is done for comparing twothings.
One time research:- One time research is done for aparticular time period like Year, Month etc. E.g.research for product in 2008.
Field setting research:-In this type of research, wechoose a particular field and do research work for thatfield only.Historical research:-In this type of research, we choosea past incident and do research work on that. E.g. who
was responsible for the partition ofINDIA andPAKISTAN?Conclusion oriented research:-In this type of research,we do research to arrive at a conclusion.RESEARCH DESIGN:Research Designisthe conceptualstructure withinwhichresearchis conducted. It constitutestheblueprint forcollection,measurementand analysis ofdata. The designused forcarrying outthisresearchisDescriptive.DATA TYPE: Inthisresearchthetype of datacollectionis1 Primary data2 Secondary dataDATA SOURCE : Thesources of collection ofsecondary dataare:1 Questionnaire
2 Books3 Websites4 Magazine5 BrochureSAMPLING PLAN:It is very difficult to collect information from every
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member of a population. The time and costs are themajor limitations that the researcher faces.A sample of 100 respondents were selected on the basisof convenient sampling technique. The individuals were
selected in the random manner to form sample and datawere collected from them for the research study.For the collection of primary data, a QUESTIONNAIREwithquestions was prepared and a sample of 100 people was taken..After analyzing all the questionnaires, interpretating the wholedata and preparing the required data sheets and percentages,every question is analyzed separately and proper diagrams areprepared and interpretation is given separately for each and
every question.33
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.
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Dataanalysisisthemostimportantpart ofany questionnaire.
The data wasanalyzed accordingto theanswers filed in by
respondents
The data wasputin chartsto geta clearcomparison ofservices
and satisfactionprovided byvarious operators
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Q) What do you own?
a) car b) Two Wheeler c) Nothing
Car 40
Two Wheeler 15
Nothing 05
Interpretation-
From the above data we found that most of the people own Cars.
Car
Two wheeler
Nothing
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Q) Which car do you own?
a) zen estilo b) santro c) indica d) others
Car Response
Zen estilo 8
Santro 18
Indica 9
Other 5
Interpretation-
From the above data we found that most of the people in cars preferSantro and rest have different choices.
0
5
10
15
20
zen estilo indica
Response
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Q)Are you satisfied with it?
A) Yes b) No
Yes 35
No 25
Interpretation-
From the above data we found that most of the people are satisfied.
0
5
10
15
20
25
30
35
Yes No
Response
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Q)How much do you spend on maintenance on a
monthly basis?a) 4000
Spending Users
4000 7
Interpretation-
From the above data we found that most of the users spend less than
Rs.2000 on monthly basis.
4000
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Q) Name a car that comes first in your mind when you
think of small segment car in India?
Santro 18
Zen estilo 15
Indica 16
Other 11
Interpretation-
From the above data we found that when people think of small segment
of car, the car that comes in the mind is as expected people have
different choices even though Santro occupies the upper position as
compared to others.
02
4
68
10
1214
1618
SantroZen estilo Indica
Others
East
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Q) Out of these which you will see first when you will
buy a car?
Cost 5
Style 4
Performance 12
Performance & style 15
Cost & performance 14
Interpretation-
From the above data we found that the first thing a person thinks in acar is performance and style.
0 5 10 15
cost
Style
performance
performance & style
cost & peformance
Response
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Q)Are you planning to buy a car within next?
Month Response
One 2
Two 5
Sixth 12
One year 20
Interpretation-
From the above data we found that most of the people are planning to
buy a car within a year.
0
5
10
15
20
25
In 1 month 1 year
response
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Q. Would You will purchase tata nano?
Yes 18
No 32
Cant say 10
Interpretation-
From the above data we found that most of the people are not planning
to buy Tata Nano.
0102030
40
response
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FINDING
TATA MOTORS isnumberthreeinpassengercarmarketaftermaruti-suzuki& Hyundai.54
Majority ofthe customerssee TATA MOTORS
withsavings.
Most ofthe customersspend largesum ofmoney.
Out ofthesamples,peoplearehighlyconvinced that TATA MOTORS willyield them
betterresults.Asthesales of Marutigrowsas wellasHyundaissantro isstill doing wellinmidsizeand smallsizesegmentso the INDICAmay beagood options forthe companyinthisterm forsustainingsalesinlongrunaswellasinthe currentsituations.
Product willhaveagradualprogress.Becausemostindustries would wait fortheresponseabouttheproduct from otherCompany.
Customers wereeducated byme,about fuelefficient cars by TATA MOTORS.
CONCLUSION
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In small segment consumer seeks for-:
Good mileage
low maintenance
easy availability of spare parts
easy finance
Price
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LIMITATION
In small segment consumer seeks for-:
Good mileage
low maintenance
easy availability of spare parts
easy finance
Price
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SUGGESTION
Based onthe findings fromtheanalysisthefollowingsuggestions could bemade:
Demo oftheproductshould bemadeavailableto Customers,sincemost ofthepurchase decisionsare based onit.
Technical detailsshould bemadeavailableto the customersinthemostaccuratenumerical form.
TheIndica hasremained a bestsellerthroughoutintheindustry figuringinthe
top 3 sellinglist of cars formost oftheyears.
The distribution channelshould bemoreefficientto caterthe demand duringpeakseasonslike during dassraa, diwalietc .The cityismostly dominated bythe workingclasslikepeopleemployed inhigh court, AGoffice( accountantgeneral office)and
governmentschoolemployees who thisyeararegettingmorepay dueto therecommendationsmade bythesixthpaycommissionso ,thesales formid size carcanbeenhanced inthisscenario.
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Internet:
w.marutiudyog.comwww.hyudaimotorindia.comwww.autoweb.comwww.wekipedia.comwww.google.com
BOOK
1.Consumer Behaviour
By Michael R. Solomon
2. Research Methodology
By C.R. Kothari
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APPENDICES
QUESTIONNAIRE
Q) What do you own?
A) Car
B) Two Wheeler
C) Nothing
Q) Which car do you own?
A) zen estilo
B) santro
C) indica
D) others
Q)Are you satisfied with it?
A) Yes
B) No
Q)How much do you spend on maintenance on a monthly basis?
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A) 4000
Q) Name a car that comes first in your mind when you think of
small segment car in India?
A) Zen estilo
B) Indica
C) Sentro
D) Other
Q) Out of these which you will see first when you will buy a car?
A) Zen estiloB) Indica
C) Sentrio
D) Other
Q)Are you planning to buy a car within next?
A) Yes
B) No
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Q. Would You will purchase tata nano?
A) Yes
B) No
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