A STUDY ON PEOPLES

PERCEPTION &
PREFERENCE
TOWARDS BRANDED
APPEALS IN
AGARTALA, TRIPURA

SANTANU SAHA

A study on peoples perception & preference towards

branded appeals in Agartala, Tripura
A Dissertation Report Submitted to the Tripura University in partial
fulfillment of the requirement for the degree of Bachelors of Business
Administration.

Under the Guidance of

Submitted By:

Mrs. Anjana Koloi

SANTANU SAHA

Assistant Professor

BBA 6th

Semester
BBA/VI/07/13

TRIPURA UNIVERSITY
(A Central University)

Department of Business Management

Tripura University (A Central University)
1

Suryamaninagar, Agartala, Tripura (W), Pin799022

STUDENT DECLARATION

This is to certify that the I have completed the summer project titled A study on
peoples perception & preference towards branded appeals under the guidance of
Mrs. Anjana Koloi in partial fulfillment of the requirement for the award of
Degree of Bachelor of Business Administration at Department of Business Management,
Tripura University (A Central University), Suryamaninagar, Agartala, Tripura (W). This
is an original piece of work & I have not submitted it earlier elsewhere.

Date:

Signature:

Place:

Name: SANTANU SAHA

University Enrollment No.: BBA/VI/07/13

CERTIFICATE FROM THE INSTITUTE GUIDE

This is to certify that the summer project titled A study on peoples perception &
preference towards branded appeals is an academic work done by Mrs.
SANTANU SAHA submitted in the partial fulfillment of the requirement for the award
of the degree of Bachelor of Business Administration at Department of Business
Management, Tripura University (A Central University), Suryamaninagar, Agartala,
Tripura (W), under my guidance & direction.
To the best of my knowledge and belief the data & information presentation by him/ her
in the project has not been submitted earlier.

Signature:
Name of the Faculty: Mrs. Anjana Koloi
Designation: Assistant Professor
Deptt of Business Management
Tripura University

ACKNOWLEDGEMENT
I wish to express my warm gratification and indebtedness to my supervisor, Mr. Tamal
Chaudhuri, Assistant professor, Department of Management, Tripura University, for his
invaluable guidance, co-operative attitude and dynamic efforts during the course of
project. He provided me assistance, suggestion and instruction whenever needed that has
been instrumental in successful completion of this project.
I am grateful and wish to express my sincere thanks to Prof. Ashish Nath, Head
of the Department, Department of Management. I also thankful to all the faculty
member of the Department of Management, Tripura University, for their valuable
comments, suggestion, instruction and constant encouragement about the preparation of
the project.
The generosity of Librarian, Tripura University, deserves a special mention for
the substantial help he/she render during the course of the project.
I wish to express my gratitude to Tripura University for giving me an opportunity
to be a part of it, to enhance my knowledge and also for the facilities provided for the
successful completion of this project.
Finally, I must also thankful to my parents, friends and my well-wishers for their
constant support and best wishes for the successful completion of the project work.

EXECUTIVE SUMMARY

Title of the Project: - The study on the factors affecting purchasing decision of
customer of TATA BOLT and TATA ZEST Cars at Agartala.

Duration of the Project: - 21 Days.

Area of Study: - Agartala City.

Major Objectives of the Study:-

To study the factors affecting the purchasing decision of customer of TATA

BOLT and TATA ZEST cars in Agartala.

Research Methodology: Primary Data: - Framing questionnaire and conducted market survey (direct
interaction with valuable customers).
Secondary Data:-Text Books/ Magazines/ Internet.

Research Design:-The research conducted is Quantitative Research. This Report is

Quantitative in nature because it deals with finding out the satisfaction level of number
of consumers using TATA ZEST and BOLT Car in Agartala.

Data Collection Methods:-Questionnaire.

Data Analysis Methods:-Statistical Test(bar chart, pie chart, line graph), Data
Representation.

ABSTRACT
The present study aims to identify the factors that influence the consumer purchasing
decision towards the TATA BOLT & TATA ZEST cars at Agartala. The study is
descriptive type of research with specific objectives. The study is based on both primary
as well as secondary data. The structured questionnaire has been designed and
distributed among 50 respondents and conducted survey by interactions with protential
customers. The respondents were the car owners in Agartala. The data collected through
questionnaire has been analyzed through tables and graphs. It is found that the most
influencing factor which affects the purchasing decision towards the TATA BOLT &
TATA ZEST cars at Agartala are price and brand name.

INDEX

CONTENT

PAGE NO.

1. INTRODUCTION OF THE TOPIC

2. COMPANY PROFILE OF TATA MOTORS

3. OBJECTIVES

4. RESEARCH METHODOLOGY

5. ANALYSIS AND INTERPRETATION

5-15

6. FINDINGS FROM THE ANALYSIS

16

7. CONCLUSION

17

8. SUGGESTIONS

18

9. LIMITATIONS

19

10. BIBLIOGRAPHY

20

11. ANNEXURE

21-22

INTRODUCTION

RESEARCH METHODOLOGY

Type of Research: - Quantitative and Qualitative

Area of Survey: - Agartala Area
Source of data: - Primary and Secondary
Data collection Method: - Survey with structured close ended questionnaire
Sampling Method: - Purposive sampling
Sample Size: - 50 nos. of Respondents
Data representation tools: - Table, graph and pie-charts.

Pre-field work: - Discussion on the topic and preparation of questionnaire is included under

this topic.
Field Work: - A tour of 21 days is conducted to study the perceptions of customer in
proposed study area of Agartala. Customers view are collected through interaction and various

questionnaire prepared for meeting the objectives of field survey.

Post Field Work: - After field work, all collected information is analyzed properly to get the
comparative scenario of the two sources of knowledge from primary and secondary sources.
Various graphical presentations are widely used for better presentation.

SOURCES OF DATA:
Primary Sources - the primary sources are based on 20 days of field survey in Agartala. The
questionnaires were prepared to meet the objective of the study. There was personal
interaction with the respondents. The information was collected through structured
questionnaire.
Secondary Data - Text Books/ Magazines/ Internet.

ANALYSIS AND INTERPRETATION

Table: Gender of the respondent
Gender
Male
Female

No of Respondent
57
43

Percentages
57%
43%

1 On the basis of Gender

Gender

Interpretation: -

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

Yes always

11

11%

Never

9%

Only when quality is

important
Rarely

67

67%

13

13%

2 Do you buy only Branded Clothes?

11%

13%

9%

67%
Yes always

Never

Only when quality is important

Rarely

Interpretation: -

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

Confidance in experience

17%

Social Acceptance

17%

Loyalty

17%

Personal Image

41%

Brand Attire can be

changed

8%

3 Do you buy only Branded Clothes?

If Yes why?

Interpretation: -

Graph: - Respondents view to statement.

Item

No of Respondents

i like to buy clothes at

reasonable price
cant aford to spend so much

concious about comfortabiliy

more
get vaiety to choose from

sales persons gives guidance

Percentage

4 Do you buy only Branded Clothes?

If No why?

Chart Title

11%

i like to buy clothes at

reasonable price

22%

cant aford to spend so much

11%

concious about comfortabiliy

more
get vaiety to choose from

11%

sales persons gives

guidance

44%

Interpretation: -

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

U.C.B

0%

LEE

11

11%

John Players

15

15%

AllenSolly

12

12%

Biba

17

17%

Levis

9%

0%

Reebok

9%

Puma

12

12%

Blackberry

3%

Others

12

12%

Which Brand you choose from?

Chart Title
Others; 12%

LEE; 11%

Blackberry; 3%
John Players; 15%
Puma; 12%

Reebok; 9%

Allensolly; 12%

Levis; 9%
Biba; 17%

Interpretation: Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

Because of the quality

45

45%

For the popularity or

recognition

30

30%

Colour choice

20

20%

Offers and Discounts

2%

Others

1%

6 Why did you choose the specific brand?

Because of the quality

For the popularity or recognition

Colour choice

Offers and Discounts

Others
2%1%

20%

46%

31%

Interpretation: Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

You are aware of them

56

56%

You know about the manufacturer or

designers
Branded clothes are high priced

3%

35

35%

others

6%

7 How do you choose the brand?

you are aware of them
you know about the manufacturer or designers
branded clothes are high priced
others
6%

35%

56%

3%

Interpretation: -

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

Agree

40

40%

Strongly Agree

50

50%

Disagree

4%

Strongly Disagree

6%

8 Branded apparels means high price?

6%
4%

40%

50%

agree

strongly agree

disagree

Interpretation: -

strongly disagree

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

You are only price

conscious
You are only branded
conscious
You are both brand and
price conscious
You are neither price nor
brand conscious

45

45%

14

14%

18

18%

23

23%

9 Pick the right option: Chart Title

You are only price concious

You are only branded concious

You are both brand and price concious

You are neither price nor brand concious

23%

45%

18%

14%

Interpretation: -

10

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

Yes

24

24%

No

49

49%

Maybe

27

27%

10 Do you mind paying few more amount to get branded clothes?

Chart Title
24%

27%

49%
Yes

No

Interpretation: -

11

Maybe

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

Satisfied

18

18%

Highly Satisfied

21

21%

Neutral

41

41%

Dissatisfied

9%

Highly Dissatisfied

11

11%

11 Are you satisfied with the brand you prefer?

Chart Title
Satisfied

Highly Satisfied

Neutral

Dissatisfied

Highly Dissatisfied

11%
18%

9%

21%

42%

Interpretation: -

12

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

Quality

31

31%

Good Advertisement

9%

Competitive Pricing

2%

Communication Strategy

8%

Discounts

10

10%

Good value added service

39

39%

Others

1%

12 Which of the following according to you build a good brand?

Chart Title
Quality

Good Advertisement

Competitive Pricing

Communication Strategy

Discounts

Good value added service

Others
1%

31%
39%

9%
2%

10%

8%

Interpretation: -

13

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

They are of higher quality

45

45%

They are impressive

14

14%

You are influenced by peer group

18

18%

Others

23

23%

13 You choose branded apparel because ?

Chart Title
You are only price concious

You are only branded concious

You are both brand and price concious

You are neither price nor brand concious

23%

45%

18%

14%

Interpretation: -

14

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

2%

VANHUSEN

9%

MUFTI

8%

BLACKBERRY

3%

U. S. POLO

12

12%

SH-RIFF

20

20%

FBB

26

26%

BUFFALO

9%

IMAIRA

1%

OTHERS

10

10%

14 Which brand you prefer the most?

Chart Title
OTHERS; 10%
IMAIRA; 1%

W; 2%

VANHUSEN; 9%
MUFTI; 8%

BUFFALO; 9%

BLACKBERRY; 3%

U. S. POLO; 12%
FBB; 26%

SH-RIFF; 20%

Interpretation: -

Graph: - Respondents view to statement.

Item

No of Respondents

Percentage

Advertising

18

18%

15

Social Media

26

26%

Peer Groups/relatives/friends

5%

Brand Ambassador

21

21%

Availability

7%

Social Acceptance

10

10%

Others

13

13%

15 Factors influencing you to buying branded clothes?

13%

18%

10%

7%
26%

21%
5%

Advertising

Social Media

Peer Groups/relatives/friends

Brand Ambassador

Availability

Social Acceptance

Others

Interpretation: -

16

FINDINGS FROM THE ANALYSIS

1. The findings display that predilection towards the TATA NANO comes massively from its
good features, while brand image doesnt matter for much of the customers.
2. For average earning percentage of the customers, preference for the TATA NANO is
because of its low price.
3. People with average salary in majority seemed to agree with the TATA NANO proving to
be an adequate means of transport for them.
4. Much of the customers tantamount to 56% voted for mileage as their preferred lead in
5.

terms of top feature.

Engine problems seemed to dominate the charts on issues, aside from technical and low

seating space after the sale.

6. People are very certain of brand loyalty but still more amendments and additions are to be
added in order to make this product more acceptable for more people.

17

CONCLUSION
This study has provided me with the chance of learning more about the TATA Company in
vivid detail. The opportunity to comprehend the customer satisfaction shows that loyalty of a
customer is undoubtedly a vital part of maintaining a steady flow of demands.
The research done by me shows the bullet points that customers hold sacred in relation to a
product. From demand of excellent mileage to affordability towards people with lesser
income and issues ranging from engine problems to exasperating silencer were pointed out by
its users.
While TATA is a globally renowned brand known for its quality, perhaps its time for this
product to rid itself of the problems and come out in reformation that will make it more
appeasing for other people.

18

SUGGESTIONS
TATA should improve the design inside the car that is to provide better roofing and
seats.
They should come up with CNG consuming engines in TATA NANO.
Hard body parts should be provided to improve the resistance from accidents.
TATA should provide enough spacing to transport luggage.

19

LIMITATIONS
1.
2.
3.
4.

Seating capacity must be increased because families more than 4 do not fit into the car
Engine should be improved and initiative should be taken for more designs.
The looks and designs need to be improved as like other good modeled cars.
More care should be given to the technical specifications and engines.

20

5. The silencer system needs different design as it sounds like an auto

rickshaw.BIBLIOGRAPHY
2
3

http//:www.tatamotors.com
http//:www.tatanano.in

21

ANNEXTURE
Hi I am Santanu Saha pursuing BBA in the Department of Business Management at Tripura
University; I am undergoing a project named CUSTOMER SATISFACTION LEVEL AFTER
SALES SERVICE OF TATA NANO CAR IN AGARTALA
(DATA PROVIDED BY YOU WILL BE USED STRICTLY FOR ACADEMIC PURPOSE)

Questionnaire on TATA NANO Consumers Satisfaction

1)
2)
3)
4)
5)
6)
7)
8)

Name (optional):-
Age:-.
Gender:-..
What are the major reasons, which initiated you to buy a NANO Car?
a) Low price b) Good mileage c) Good Features d) Brand image
e) All of the above
Why do you think the TATA NANO car is the best choice for you after using it?
a) Low maintenance cost b) Quality c) Mileage d) Comforts
What type of problems you have faced while driving NANO cars?
a) Technical b) Engine c) Low seating space
Do you like all the features offered in TATA NANO car?
a) Strongly Agree b) Agree c) Neutral d) Disagree
e) Strongly Disagree
Is TATA Motors Company successful in fulfilling the needs of it low economy customers by

NANO?
a) Strongly Agree b) Agree c) Neutral d) Disagree
e) Strongly Disagree
9) TATA NANO is best for my family!
a) Strongly Agree b) Agree c) Neutral d) Disagree
e) Strongly Disagree
10) After using NANO car what was your review on it?
a) Excellent b) Good c) Bad
11) Do you wish to promote the TATA NANO car to others?
a) Yes
b) No
12) Is the NANO car comfortable for you and your family?
a) Strongly Agree b) Agree c) Neutral d) Disagree
e) Strongly Disagree
13) What is the actual marketing source that initiated you to buy a NANO car?
a) Newspaper advertisement
b) Marketing Staff
c) Television advertisement
d) All of the above
14) Any suggestions:
-...........................................................................................................................

.. .
22