Comparative Analysis of GM S Tavera With Mahindra S Scorpio and Toyota S Innova

RESEARCH PROJECT
On
COMPARATIVE ANALYSIS OF
GM'S TAVERA WITH MAHINDRA'S SCORPIO AND TOYOTA'S INNOVA
Submitted as a partial fulfillment of the requirement for the award of Master of Business Administration
UNDER THE GUIDANCE OF SUBMITTED By Mr. GAURAV BAJPAYEE HEERANDRA PRATAP SINGH SR.FACULTY. (MBA) MBA IVTH SEM. SITM LUCKNOW (0812370036) SAROJ INSTITUTE OF TECHNOLOGY AND MANAGEMENT
LUCKNOW (2008-2010)
PREFACE
This project report has been prepared with the objective for the fulfillment of the degree of master's in business administration, a requisite requirement. The report contains all the finding deducted during the analysis process. The title of the project is COMPRATIVE STUDY COMPARATIVE ANALYSIS OF GM'S TAVERA WITH MAHINDRA'S SCORPIO AND TOYOTA'S INNOVA It consists of research work conducted, tabulation & analysis of data collected, which ends in the effective & impressive suggestion & conclusion.
I hereby divided this Project Report into different sections in which contain different informations about the COMPARATIVE ANALYSIS OF GM'S TAVERA WITH MAHINDRA'S SCORPIO AND TOYOTA'S INNOVA details about my project work.
ACKNOWLEDGEMENT
A large number of individuals have contributed directly and indirectly in this project. I am thankful to all of them for their help and encouragement. MY sincere gratitude to Dr. D.N.MISHRA (H.O.D.), and all the M.B.A. faculty of SAROJ INSTITUTE OF TECHNOLOGY AND MANAGEMENT, LUCKNOW for their support in completion of this project. I express my gratitude to MR. GAURAV BAJPAYEE who has through his vast experience and knowledge has been able to guide me, both ably and successfully towards the completion of the project. I express my sincere thanks to my parents & friends for their constant support and suggestions to accomplish my goals. Last but not the least I thank God for his love and grace that enabled me to complete this project.
(DHANANJAY KUMAR)
TABLE OF CONTENTS
Preface Acknowledgement Certificate of the project SECTION - A Executive summary SECTION - B Industry background TOYOTA INNOVA CHEVROLET TAVERA MAHINDRA SCORPIO SECTION - C Research Methodology SECTION - D Analysis findings Suggestion conclusion limitation Bibliography
NAME OF TOPIC:
COMPARATIVE ANALYSIS OF GM'S TAVERA
WITH MAHINDRA'S SCORPIO AND TOYOTA'S INNOVA
OBJECTIVES:
The main objective of the study is to get the market position of GM, TOYOTA and MAHINDRA. For this I have to do the comparative analysis of GMs Tavera with Mahindras Scorpio and Toyotas Innova. So marketing approaches oSTP segmentation, targeting and positioning, distribution, advertising, advertising budget, sales, pricing, branding, potential market, features of the product are some of the points which I have taken as the basis of comparison. To assess the overall market position of Tavera, Innova and Scorpio. To conduct a survey on a sample selected from the entire population of the customers and dealers in LUCKNOW region. Proper understanding and analysis of dealers and customers. To analyze the results of the survey conducted with the help of statistical tools. To recommend some remedies to the respective companies in order to overcome competitive strategies of competitors.
To also analyze some of the marketing activities of companies like advertising, pricing, distribution, targeting and positioning. To study the market share of all the seven cars including their competitive strategies.
ABOUT THE TOPIC
TOYOTA INNOVA the Qualis replacement is a multi-purpose vehicle that Toyota hope will appeal a vast range of customers, especially those whose priority are comfort, space and reliability. The Innova is much larger in the flesh. It is in fact 80 mm longer than a scorpio. It looks nothing like its UV (utility vehicles) rivals despite sharing a gene pool.
CHEVROLET TAVERA Tavera is a new generation multi utility vehicle. It has been localized heavily in India to keep the price down. Tavera is having a smart, conservative looks, a blend between a SUV special utility vehicle, an MUV multi utility vehicle and an MPV.
MAHINDRA SCORPIO TO MAKE A CAR BETTER THAN MOST CARS, WE DECIDED NOT TO MAKE A CAR The idea of this world class vehicle was born in 1996. Scorpio was designed completely in house by Mahindra, has been one of the major success stories in the last two years. It has the looks and rugged appeal of a proper SUV
special utility vehicle, with a distinctly MUV like price tag, a decent interior a good pair of engines.
Research Methodology
Research Design Sample size Sampling Technique Methods for Data Collection Analysis Tools Used
: : : : :
Exploratory Research 100 Simple Random sampling Case study, Survey Tabulation, Graphs & Charts
INDUSTRY & COMPANY
PROFILE
COMPARATIVE ANALYSIS OF THE TAVERA, INNOVA AND SCORPIO

Customers response This chapter deals with the analysis TAVERA, INNOVA & SCORPIO. It consists of the analysis of the following:
Driving force when the customers opted for their car. Type of relation ship marketing Important features of car according to customers. Source of information that influenced customers to buy the car. What are the other brands from which customers searched for information?
Psychological factors involved in buying the car. Factors that influenced buying behavior. Satisfaction level of customers. Preferences of customers while making purchase decision. Comparison of value chain of all the 7 cars.
Overall satisfaction derived by the customers. Replacement of car. Effective advertising or not. Influencing power of advertisement. Who is Market leader in these 7 cars according to customers?
NOW BEFORE STARTING THE ANALYSIS PART OF THIS STUDY IT WILL BE WORTHWHILE TO EXPLAIN SOME THING ABOUT TAVERA, INNOVA AND SCORPIO
Tavera. New Tavera. To drive your business ahead.
It makes a lot of business sense to choose the new Tavera. To start with, it gives an amazing mileage of 14.3 kmpl* overall and a phenomenal 20.1 kmpl* on highways. Thanks to its 'Ergomax' seating with flexible options, you can pamper your customers by providing them unmatched space and comfort. A host of thoughtful features like a Noise Vibration Harshness (NVH) package for silent interiors and an advanced suspension setup for a smooth ride make every journey special. The Tavera Elite is also easy to maintain and has economical spares. In every way, a car that is a pleasure to own.
CHEVROLET TAVERA Tavera is a new generation multi utility vehicle. It has been localized heavily in India to keep the price down. Tavera is having a smart, conservative looks, a blend between a SUV special utility vehicle, an MUV multi utility vehicle and an MPV. SUV because of the pretty rear and two tone paint MUV because of its boxy shape MPV because of the short, sloping bonnet. Sitting on 15 inch alloys, the Taveras smooth, rounded styling is a well balanced design. Space and practicality is where the Tavera shines: it is very roomy, with lots of leg room and width. Features of Tavera
Superior Performance The 2.5 litre direct injection insta-torque turbo diesel engine eliminates turbo lag. It means no power loss, no idling, and no waiting after starting and before shutting down. The car responds in a flash, and the excellent low-end torque ensures that you wont have to change gears often even in city traffic. Whats more, the robust engine gives a superior mileage of 14.3 kmpl* (overall) and COMPARATIVE ANALYSIS OF GM'S TAVERA WITH MAHINDRA'S SCORPIO AND TOYOTA'S INNOVA 20.1 kmpl* (highway driving).
Easy Maintenance The Tavera Elite costs less to maintain and has economical spares. It has a long oil period (at intervals of 10,000 km) and comes with a 5-year/1.5 lac km
engine warranty* in addition to the standard warranty 2-year/50,000 km warranty on the car. Comfort From flexible seating options, effective air-conditioning, easy entry and exit to more legroom and headroom, an advanced suspension setup and silent interiors, the Tavera leads the way in comfort. Total Safety Your family's safety means the world to us. At GM, we're constantly employing radical technology to give you cars that redefine safety standards. The Tavera comes with a reassuring line-up of features that do exactly that.
Powerful Ventilated Front Disc Brakes for better stopping power. Load Proportioning Valve for brake force distribution. Body-on-frame construction Passenger Cell with Front Crumple Zones. Side-impact Beams in all side doors. Robust bonnet construction with reinforced webbing support Child Safety Locks on rear Door and Power Window Locks. Wider tyres add to smooth riding experience and better road grip. Clear multi-reflector headlamps ensure better visibility at night. The wraparound rear combination lamps add to better visibility for other road users. Rear defogger and wash wiper system for better visibility during rains and foggy weather conditions. Wider Outside Rear View Mirrors. Large, wide-view windshield provides excellent driver visibility.
Fuel tank with metal guard & anti-chip paint protection. Fuel spillover check valve in case of rollover Steel Bumpers
Technical Specifications. ENGINE Engine Type Displacement (cc) Max. Output Ps/rpm Max. Torque kgm/rpm No. of Valves/OHC Fuel Type Compression Ratio 2.5L Direct Injection Turbo Diesel 2499 80 / 3900 19 / 1800 8 Diesel 18.5 : 1
TRANSMISSION, DIMENSION, WEIGHT Transmission Length (mm) Width (mm) Height (mm) Wheel Base (mm) Track (Fr/Rr) (mm) Ground Clearence (mm) Fuel Tank Capacity (litres) Gross Vehicle Weight (kg) Kerb Weight (kg) CHASSIS Tyre Turning Radius (m) Brakes (FRONT) Brakes (REAR) Adjusting) Suspension (REAR) Suspension (FRONT) Torsion Bar Spring & Anti-roll Bar Semi-elliptical Leaf Spring Double Wishbone with Independent 205/65 R15 5.6 Ventilated Disc & Caliper Drum, Leading Trailing (Self 5-speed Manual 4435 1680 1765 2685 1445/1420 184# 55 2335-2375 LS - 1585, LT - 1640 / 1660, SS - 1660
TOYOTA INNOVA the Qualis replacement is a multi-purpose vehicle that Toyota hope will appeal a vast range of customers, especially those whose priority are comfort, space and reliability. The Innova is much larger in the flesh. It is in fact 80 mm longer than a scorpio. It looks nothing like its UV (utility vehicles) rivals despite sharing a gene pool. Innovas greatest strength, without doubt lies inside. Spacious, well appointed, comfortable and well equipped, its everything you want in a car of this class.
The Toyota Innova. The Innova is a result of a unique process that has broken new grounds in the way automobiles are created. The Innova brings together qualities never before seen together in an automobile. Fantastic ride quality and luxury coupled with versatile space; superior performance and driving pleasure with world class safety, advanced styling with solid durability.
Design :: Innovative Design A sleek sedan with ground clearance of an MPV The Innova successfully holds eight people inside, and the attention of all others outside. Wherever you drive the Innova, admiring glances, faster heartbeats and envious stares are bound to follow. See the Design of Luxury Innova. Global Trend Grand Style Right Size Wide & Low Design
Not only sedan but also MPV, INNOVA has higher height, road clearance to drive through rough road and versatile usability. It can also carry many
Sporty and curved monoform design Cutting edge aerodynamics Panoramic Windows 3-dimensional front Semi-concealed wiper
passengers comfortably. Experience new Innova's exteriors. 3-dimensional front grille Superior multi reflector headlamps Fog Lamps Side Protection Molding Distinct rear combination lamp Rear Wipers Grip type door handle The 3-dimensional front Large chrome emblem in front Chrome rear garnish grille not only adds to the Large tyre and alloy wheels Towering Height impressive look but also Smart Design Better Visibility provides efficient airflow to the rear.
Explore the space of the Luxury Sedan. Surrounding Cabin Ergonomically designed instrument panel Tilt Steering Power door locks High quality seat Advanced meter Sunglass holder and Personal lamps Door bottle holder Shift console The cabin is not just wide. Rear console Large Armrest Console Box From the front to third row Mobile Charger Glove Box seats, they are all Big Cargo Space Easy Access cabin designed to gently Two tone colour interior - Relaxing colour tone surround the passengers, enabling them to enjoy the drive together.
Explore the space of the Luxury Sedan. Breathtaking dashboard Air Vents for every row Independent Airconitioner Wood grained instrument panel Versatile Seating (7 Passenger) Versatile Seating (8 Passenger)
From
the
colour
co-
Stretch out in total comfort (7 seater) Enough Space for passengers and luggage for a weekend trip High quality 2 din Audio System with CD, and MP3 Surround Sound with 6-Speakers Adjustable driver's seat Adjustable passengers seat Saddle type headrests Chrome Plated door inside handle Electric Outer Mirror
ordination and feel to the looks and utility aspects, the dashboard of the
Innova is a stunner in itself. There's a great
balance between storage space and the designed
ergonomically
and attractive instrument panel driving. which makes
View Innova's safety equipment GOA Body SRS Airbags (Driver & Passenger side) Large Disc Brakes (Front only) ABS LSPV (Load Sensing Proportion Valve) Collapsible steering column High Rigidity Frame Soft upper interior The unique Global 3 point seatbelts for every rows Passenger Cabin Protection Outstanding Assessment Side door impact beams
(GOA) developed own
body to
was Toyota's
safety
standards,
Seat Belt warning light Rear window defogger Theft Deterrent System (Immobilizer) Wireless door-lock integrated key Child protector locks
which exceed those of most countries of the
world. The crumple zone and high integrity cabin, reinforced with energy
absorbing materials, help to minimize injury to
passengers.
See why Innova has build in performance from start. D-4D common-rail diesel engine VVT-I Petrol (gasoline) engine Cutting edge aerodynamics Coil spring double wishbone front suspension The newly designed rear 4-link suspension Impactful Wheels High minimum ground clearance Lower Turning Radius The newly developed engine uses the latest common-rail technology
for superior performance and exceptional fuel
efficiency. (2494
This
2.5
cm3/cc)
engine
specially tuned for Indian conditions, generates rpm and
75kW(102PS)/3600 of power
200Nm/1400-rpm
MAHINDRA SCORPIO TO MAKE A CAR BETTER THAN MOST CARS, WE DECIDED NOT TO MAKE A CAR The idea of this world class vehicle was born in 1996. Scorpio was designed completely in house by Mahindra, has been one of the major success stories in the last two years. It has the looks and rugged appeal of a proper SUV special utility vehicle, with a distinctly MUV like price tag, a decent interior a good pair of engines.
Technical specifications Engine & Transmission Choices Turbo 2.6 Turbo 2.6 DX Sportz Turbo 2.6 SLX
SZ 2600 Plus Turbocharged Intercooled Diesel Engine(BS II) 2.6 Litre Turbocharged
Intercooled
,Common Rail Diesel Engine (BS III) Optional : Borg-Warner Electric 4WD System(7 Seater,BS II only) Safety
Turbo 2.6
Turbo 2.6 DX
Sportz Turbo 2.6 SLX
Collapsible
Steering
column
&
side
intrusion beams Crash protecting crumple zones & child locks Fire resistant upholstery Rear Wash & Wipe Protective side cladding Rear demister Adjustable intermittent wipers
Voice assist function, vehicle security system & remote locking / unlocking
Luxury
Turbo 2.6
Turbo 2.6 DX
Heating , Ventilation & AC with Rear Vents Fabric & Vinyl combination seats Black Leather seats Full Fabric seats ORVM manual remocon , power windows & swivel interior lamp centre arm rests : 2nd row seats cassette Player ,AM /FM Radio , Stereo with 4 Speakers. Individual arm rests on 1st row seats 'Follow Me Home' headlamps & illuminated footboards Theatre Style interior illumination with lit front footwells Appearance
Turbo Turbo 2.6 DX
2.6Sportz Turbo 2.6 SLX
Styled steel wheels Roof -top ski Racks Side decals , bonnets stripes & side - window blackout Two tone dashboard in Grey Fully colour keyed two -tone interiors & exteriors Convenience
Turbo Turbo
2.6Sportz
Turbo 2.6
Power steering , fuel opener & side step Power windows & locking
2.6 lid
DX
SLX
central
Seating
Turbo 2.6
Turbo 2.6 DX
9 Seater 8 Seater 7 Seater
RESEARCH METHODOLOGY
METHODOLOGY
Some of the steps of research methodology -
1) Defining the problem -The research objective states comparison of Tavera with Innova and Scorpio. The objective of the research is to derive the opinion of dealers and customers. The objective was to compare Tavera with Innova and Scorpio.
2) Research plan: Once the problem is identified, the next step is to prepare a plan for getting the information needed for the research. Information will be derived fro both the customers and the dealers. The present study will adopt the exploratory approach. The project was very tedious at some places.
3) Collection and Sources of data: Market research requires two kinds of data, i.e., primary data and secondary data. Being a firm in the ADVERTISING industry, data gathering will involve usage of both primary and secondary data though there will be an extensive usage of primary data. Wellstructured questionnaires were prepared.
4) Analyze the collected information: This involves converting raw data into useful information. It involves tabulation of data and using statistical
measures. Some of the statistical tools like correlation, regression, and chi square method is used.
METHODS OF ENQUIRY
In this project I have divided my study in three phases
1st phase is of dealers questionnaire and the 2nd phase is of customers questionnaire. I had contacted 12 dealers in LUCKNOW region 5 dealers of TOYOTA, 4 of TAVERA and 3 of Scorpio
The dealers and customers were interviewed through questionnaires. Questionnaire was designed in such a manner so as to get the real situation of the market.
Addresses of the dealers are taken from the websites of their respective companies and customers were contacted on general places like malls and parking spaces. Dealers straightly denied disclosing the database of their customers.
In some questions respondents have to rate, rank their responses and in some questions respondents have to just tick the option they like. So the analysis will be both quantitative and qualitative.
Some of the data was also collected from the net like addresses of dealers and some other information like technical features of the car. In this way secondary data was collected.
Responses of the customers were collected and they were separated on the vehicle they are having. Questionnaire is having open as well as close-ended questions. There are some questions to which customers hesitate to respond or they dont have any idea about the answer, these questions are given some options so that customers can easily respond to these questions. The customers and dealers rated technical features of the cars. Average is taken and then they are analyzed. So there were three phases of the study Getting the questionnaires filled by the customers and dealers, Taking these responses on paper, hell lot of paper work is done, Putting this response in a presentable form, so that it becomes understandable. Sample size was 100 in this survey for customers. For dealers I could find 12 dealers.
ANALYSIS
Analysis of customers response
I have surveyed 100 people randomly, and out of 100 I found Table 1 customers of various cars Serial no. 1 2 3 4 5 6 7 Cars Tavera Innova Scorpio Quails Safari Bolero Sumo Total No. customers 20 27 18 22 5 6 2 100 of Percentage customers 20% 27% 18% 22% 5% 6% 2% of
30 25 20 15 10 5 0 Tavera Innova Scorpio Quails Safari Bolero Sumo
No. of customers
Table 2 driving force that influenced customers to opt for the car
Car
Sporty look and
Mileage
Utility the vehicle
of New trends cars
Any other in reason
interior
Tavera Innova Scorpio Quails Safari Bolero Sumo total
5 10 10 10 2 1 1 39
5 12 4 1 22
18 17 10 19 3 5 2 74
segment 3 5 4 12
We can see in the table that customers are attracted mostly by the utility of these 7 vehicles. 74 times utility of the vehicle is selected by the customer and it is that one customer has selected more than one option like he is influenced by the utility and sporty look of the vehicle.
sporty look and interior
10 Tavera 8 frequency of response 6 4 2 0 Sporty look and interior Innova Scorpio Quails Safari Bolero Sumo
Inference Innova, Scorpio and Quails customers responded equally 10 times to sporty look and interior. So look and interior of these three cars is equally attractive.
mileage as a driving force
12 10 8 no. of 6 resonses 4 2 0 total tavera innova scorpio qualis safari bolero sumo
Innova is appealing most to customers when it comes to mileage compared to Tavera and Scorpio.
utlity of the vehicle
20 15 frequency of 10 response 5 0
tavera innova scorpio qualis safari bolero sumo total
Inference according to response of customers quails is having utility influence followed by Tavera and Innova. So Quails is the winner when it comes to utility of the vehicle compared to other cars in the same segment.
new trends in cars segment.
5 tavera 4 frequency of 3 response 2 1 0 total innova scorpio qualis safari bolero sumo
Inference out of 12 responses for this feature 5 Innova customers said that they are influenced by new trend of jeeps cum car followed by 3 responses to tavera and 4 to scorpio. Rest did not respond to this feature. So innova is the winner when it comes to new trend of jeeps cum luxury cars.
Relationship marketing and satisfaction level given by customer -
We assumed 1 to 5 ranking for type of marketing adopted by the particular car co. 1 highest and 5 lowest for ranking. Then total of each marketing for each vehicle is done. Then avg. is calculated. Total of each marketing Avg. of marketing ranks = --------------------------------------No. of responses (5)
If avg. of marketing ranks is 1 then customer perceives that company is doing that type of marketing highly.
If avg. of marketing ranks is 2 then customer perceives that company is doing that type of marketing not very highly.
If avg. of marketing ranks is 3 then customer perceives that company is doing that type of marketing not so highly.
If avg. of marketing ranks is 4 then customer perceives that company is not doing that type of marketing highly.
If avg. of marketing ranks is 5 then customer perceives that company is not doing that type of marketing at all.
Total satisfaction is calculated by taking ratings on 6 parameters - features, convenience, after sales, expectation completion, mileage and quality.
Customers did rating from 1 to 10 1highest and 10 lowest. So total satisfaction level of each customer is calculated and then avg. of each customers ratings is taken by dividing total satisfaction rating by 6.
Total of satisfaction rating Avg. of total satisfaction = -------------------------------No. Of features (6)
If avg. is given then satisfaction level If Avg. is 1 3.5 If avg. is 3.6 7 then satisfaction level is high then satisfaction level is medium
If avg. is 7 10
then satisfaction level is low.
Table 3 relationship marketing and avg. satisfaction given by each customer (for bolero)
type of marketing and ratings by customers total satisfaction rating 34 36 31 31 31 avg.of total satisfaction rating satisfaction 5.67 medium 6.00 medium 5.17 medium 5.17 medium 5.17 medium total avg. of marketing ranks
car safari 1 safari 2 safari 3 safari 4 safari 5
basic 3 3 3 3 4 16
reactive accountable proactive partnership 3 4 4 3 3 3 4 4 3 5 4 5 3 4 4 4 2 2 3 3 14 18 19 19
3.2
2.8
3.6
3.8
3.8
So in the above table 5 customers of TATA Safari are shown with their avg. satisfaction rating and avg. marketing rankings.
Inference two inferences can be drawn from the above table Avg. satisfaction of safari is ok. It is around 5.5 so not too good not too bad; customers of safari have given medium satisfaction. So customers are driving midium satisfaction from the company. Highest avg. ranking is of reactive marketing so customers are perceiving that company is doing reactive marketing mostly than other marketings. If we combine the above two inferences we can say that customers of bolero are getting medium satisfaction level from the car and these medium satisfied customers are getting reactive marketing from the company.
Reactive marketing is that marketing in which co. encourages customer to call if he has any problem.
Table 4 relationship marketing and avg. satisfaction given by each customer

type of marketing and ratings by customers total satisfaction rating 1 2 3 4 5 6 8 10 11 12 13 14 15 17 19 31 33 26 23 27 19 22 29 32 42 42 38 27 22 27 avg.of total satisfaction rating 5.17 5.50 4.33 3.83 4.50 3.17 3.67 4.83 5.33 7.00 7.00 6.33 4.50 3.67 4.50
car tavera tavera tavera tavera tavera tavera tavera tavera tavera tavera tavera tavera tavera tavera tavera
tavera tavera tavera tavera tavera
7 9 16 18 20
16 20 15 19 20
2.67 3.33 2.50 3.17 3.33
satisfaction medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium total avg. of marketing ranks high high high high high total avg. of marketing ranks
basic 3 3 2 3 2 3 3 4 5 4 5 3 2 3 3 48
reactive 2 4 2 4 3 3 2 2 2 3 1 2 2 3 1 36
accountable proactive partnership 3 3 2 4 3 4 2 3 3 4 2 4 2 3 4 2 4 5 2 3 4 2 3 5 3 3 4 3 2 2 2 3 3 2 4 5 3 3 4 2 3 4 2 4 4 38 46 57
3.2 4 4 3 3 2 16
2.4 2 4 2 3 3 14
2.53 2 2 2 2 2 10
3.07 3 2 3 4 4 16
3.80 4 3 4 3 3 17
3.2
2.8
3.2
3.4
(for Tavera) Inference two inferences can be drawn from the above table Avg. satisfaction of tavera is ok. 15 customers of tavera have given medium and 5 given high satisfaction. Medium satisfied customers think they are getting reactive marketing while highly satisfied customers think they are getting accountable marketing.
Reactive marketing is that marketing in which co. encourages customer to call if he has any problem. Accountable marketing is that marketing in which company calls customer to know that he is satisfied. Table 5 relationship marketing and avg. satisfaction given by each customer (for innova
type of marketing and ratings by customers total satisfaction rating 1 2 3 4 5 8 12 13 14 15 16 17 18 20 21 22 23 25 26 27 28 27 23 28 29 23 24 31 25 22 26 26 24 23 29 40 42 38 25 36 avg.of total satisfaction rating 4.67 4.50 3.83 4.67 4.83 3.83 4.00 5.17 4.17 3.67 4.33 4.33 4.00 3.83 4.83 6.67 7.00 6.33 4.17 6.00
car innova innova innova innova innova innova innova innova innova innova innova innova innova innova innova innova innova innova innova innova
satisfaction medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium total avg. of marketing ranks
basic 3 3 3 4 3 4 3 2 3 3 1 2 3 4 2 5 5 5 5 3 66
reactive 3 4 3 3 3 4 2 3 3 2 2 2 3 5 2 1 2 2 1 4 54
accountable proactive partnership 4 3 4 4 2 5 3 4 4 3 2 4 4 4 5 3 2 4 3 2 4 2 4 3 1 2 4 2 3 4 3 3 4 3 4 4 2 2 4 3 3 4 3 4 4 1 3 5 2 3 3 2 3 5 2 4 3 1 5 2 51 62 79
3.3 2 2 1 3 3 3 14
2.7 2 3 2 3 3 3 16
2.55 2 2 3 3 2 2 14
3.1 2 2 2 3 4 2 15
3.95 5 3 3 3 5 4 23
innova innova innova innova innova innova
6 7 9 10 11 19
21 15 18 17 18 16
innova 24
51
high high high high high high total avg. of marketing ranks 8.50 low
3.50 2.50 3.00 2.83 3.00 2.67
2.33 5
2.67 1
2.33 1
2.50 3
3.83 4
Inference Medium satisfied customers think that Toyota is doing accountable marketing. Highly satisfied customers think that Toyota is doing basic & accountable both types of marketing. Low satisfied customers think that Toyota is doing reactive & accountable marketing.
Table 6 relationship marketing and avg. satisfaction given by each customer (for Scorpio)
type of marketing and ratings by customers total satisfaction rating 1 2 3 4 9 10 11 12 13 14 15 27 24 24 23 36 34 25 29 26 31 28 avg.of total satisfaction rating 4.50 4.00 4.00 3.83 6.00 5.67 4.17 4.83 4.33 5.17 4.67
car scorpio scorpio scorpio scorpio scorpio scorpio scorpio scorpio scorpio scorpio scorpio
satisfaction medium medium medium medium medium medium medium medium medium medium medium total avg. of marketing ranks high high high high high high total avg. of marketing ranks
basic 3 3 3 1 4 3 4 3 4 1 2 31
reactive 3 3 3 2 3 2 4 3 3 4 3 33
accountable proactive partnership 2 3 4 2 2 4 2 3 2 3 3 3 3 3 5 2 2 4 3 3 2 3 4 3 2 2 4 3 5 5 3 5 5 28 35 41
2.82 4 3 3 2 2 2 16
3.00 2 2 2 1 2 3 12
2.55 2 2 2 2 3 2 13
3.18 3 4 3 3 3 3 19
3.73 5 5 3 4 4 4 25
scorpio scorpio scorpio scorpio scorpio scorpio
16 17 18 5 6 7
19 18 20 20 18 19
3.17 3.00 3.33 3.33 3.00 3.17
2.67 2
2.00 3
2.17 3
3.17 1
4.17 2
scorpio 8
47
7.83 low
Inference Medium satisfied customers think that Mahindra is doing accountable marketing. Highly satisfied customers think that Mahindra is doing reactive marketing. single Low satisfied customers think that Mahindra is doing proactive followed by partnership & basic marketing.
Table 7 relationship marketing and avg. satisfaction given by each customer (for Qualis)
type of marketing and ratings by customers total satisfaction rating 33 30 29 27 33 31 27 31 25 25 27 25 29 22 25 23 31 avg.of total satisfaction rating 5.50 5.00 4.83 4.50 5.50 5.17 4.50 5.17 4.17 4.17 4.50 4.17 4.83 3.67 4.17 3.83 5.17
car Qualis 1 Qualis 2 Qualis 3 Qualis 4 Qualis 5 Qualis 6 Qualis 7 Qualis 8 Qualis 9 Qualis 10 Qualis 11 Qualis 12 Qualis 13 Qualis 14 Qualis 15 Qualis 18 Qualis 20
satisfaction medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium medium total avg. of marketing ranks high high high high high total avg. of marketing ranks
basic 3 3 4 3 3 3 3 3 3 3 3 3 2 2 1 1 2 45
reactive 3 3 4 3 3 4 2 2 3 3 3 4 3 3 2 1 1 47
accountable proactive partnership 4 5 4 4 4 4 5 4 4 4 4 4 4 4 5 3 2 5 3 4 5 2 4 3 4 3 4 4 2 4 2 4 4 2 4 4 2 4 4 2 2 4 2 3 5 2 2 3 1 4 5 50 59 71
2.65 3 3 3 2 2 13
2.76 2 2 3 2 2 11
2.94 2 3 2 3 3 13
3.47 4 3 4 4 4 19
4.18 5 3 4 5 5 22
Qualis 21 Qualis 22 Qualis 16 Qualis 17 Qualis 19
17 11 17 16 15
2.83 1.83 2.83 2.67 2.50
2.6
2.2
2.6
3.8
4.4
Inference Medium satisfied customers think that Toyota is doing basic marketing for quails, followed by reactive & accountable. Highly satisfied customers think that Toyota is doing reactive marketing, followed by basic & accountable.

typ e o f m a rke tin g a n d ra tin g s b y cu sto m e rs a vg .o f to ta l to ta l sa tisfa ctio n sa tisfa ctio n ra tin g ra tin g sa tisfa ctio n b a sic re a ctive a cco u n ta b le proac tive p a rtn e rsh ip 34 5.67 m e d iu m 3 3 4 4 3 36 6.00 m e d iu m 3 3 3 4 4 31 31 31 5.17 5.17 5.17 m e d iu m m e d iu m m e d iu m to ta l a vg . o f m a rke tin g ra n ks 3 3 4 16 3 3 2 14 5 4 2 18 4 4 3 19 5 4 3 19
ca r sa fa ri 1 sa fa ri 2 sa fa ri 3 sa fa ri 4 sa fa ri 5
3.2
2.8
3.6
3.8
3.8
(for bolero)
Inference Medium satisfied customers think that Mahindra is doing basic marketing for quails, followed by reactive & proactive. Proactive marketing is that marketing in which company calls customer from time to time with suggestion about product usage.

typ e o f m a rke tin g a n d ra tin g s b y cu sto m e rs a vg .o f to ta l to ta l sa tisfa ctio n sa tisfa ctio n ra tin g ra tin g sa tisfa ctio n b a sic 41 6.83m e d iu m 32 5.33m e d iu m to ta l a vg . o f m a rke tin g ra n ks
ca r su m o 1 su m o 2
3 3 6
re a ctive a cco u n ta b le p ro a ctivep a rtn e rsh ip 4 5 5 4 3 4 3 3 7 9 8 7
3.5
4.5
3.5
(for TATA Sumo)
Inference Medium satisfied customers think that TATA is doing basic marketing for Sumo, followed by reactive & partnership.
Features rankings given by the customers -
There are 8 features to which customers of all the cars have to rank. Average of each feature for each car is calculated-
Ranking is to be done by the customers from 1 to 8. 1 for highest ranking and 8 for lowest ranking. If the average of a particular feature is low means that feature is liked by the customers and if it is lowest means that feature is liked most by the customers because 1 is the highest ranking & 8 is the lowest ranking in this case.
Table 10 for features of safari, sumo & bolero
EN G IN E A N D C A R & F O R M N O . T R A N S M IS S IO N S A F ET Y L U X U R YA P P EA R A N CC O N V EN IEN CS EA T IN G E E S AFARI 1 3 3 4 4 4 S AFARI 2 3 3 4 4 5 S AFARI 3 4 4 4 5 5 S AFARI 4 5 4 4 3 4 S AFARI 5 5 5 3 2 2 TOTAL 20 19 19 18 20 AV G . 4 3.8 3 .8 3 .6 4 SUM O SUM O TOTAL AV G . B O L ER O B O L ER O B O L ER O B O L ER O B O L ER O B O L ER O TOTAL AV G . 1 2 5 5 10 5 2 4 3 3 4 3 19 3.1 7 4 5 9 4.5 4 5 3 5 4 4 25 4 .17 5 4 9 4 .5 4 5 5 4 5 4 27 4. 50 6 4 10 5 3 6 5 4 6 5 29 4.8 3 5 3 8 4 3 5 5 4 6 5 28 4 .6 7
D ES IG N , P ER F O R M A N C E EN G IN EER IN F U EL EC O N O M Y G A N D IN T ER IOA N D H A N D L IN G R 5 5 5 3 3 3 5 5 5 5 5 4 4 3 5 22 21 22 4.4 4 .2 4.4 5 3 8 4 4 5 5 4 6 4 28 4. 67 3 5 8 4 4 5 5 3 6 4 27 4.5 0 5 5 10 5 5 4 5 4 6 5 29 4.83
1 2 3 4 5 6
Inference In safari people are mostly attracted by its appearance, followed by safety and luxury. In sumo customers like convenience, seating and design, engineering and interior equally followed by safety and luxury. Bolero attracts its 6 customers on engine and transmission feature followed by luxury & design engineering and interior.
Table 11 for features of tavera -
CAR & FORM NO. TAV ERA 1 TAV ERA 2 TAV ERA 3 TAV ERA 4 TAV ERA 5 TAV ERA 6 TAV ERA 7 TAV ERA 8 TAV ERA 9 TAV ERA 10 TAV ERA 11 TAV ERA 12 TAV ERA 13 TAV ERA 14 TAV ERA 15 TAV ERA 16 TAV ERA 17 TAV ERA 18 TAV ERA 19 TAV ERA 20 TOTAL AV G.
ENGINE AND TRANS M IS S ION 2 2 3 3 4 1 2 2 2 3 3 4 3 3 2 1 2 2 3 2 49 2.45
S AFETY LUX URY APP EARANCECONV ENIENCE EATING S 2 3 3 2 2 2 2 2 3 3 5 4 3 4 4 5 3 2 2 3 1 3 2 3 1 2 1 1 2 2 2 2 3 2 2 3 5 5 3 4 3 2 2 2 4 2 3 2 3 2 2 4 3 2 2 1 2 2 2 3 1 1 1 1 2 3 2 2 3 1 1 1 2 3 3 2 3 3 2 3 51 49 46 50 2.55 2.45 2.3 2.5
DES IGN, P ERFORM ANCE ENGINEERINGFUEL ECONOMY AND INTERIOR AND HANDLING 2 1 2 2 1 2 4 4 3 4 4 3 2 2 3 3 4 5 2 3 3 2 3 2 2 3 4 2 4 4 3 2 4 6 5 6 5 3 4 4 3 5 2 2 3 1 1 1 3 2 2 1 2 3 3 1 3 3 4 3 56 54 65 2.8 2.7 3.25
Inference
In Tavera customers found appearance most attractive followed by engine, transmission and luxury and convenience. engineering & interior, seating and performance. Then come safety, design
Table 12 for features of innova

DES IGN, PERFORMANCE ENGINEERINGFUEL ECONOMY AND INTERIORAND HANDLING 3 2 2 2 3 2 3 2 3 1 1 1 1 2 2 1 1 2 2 1 1 2 3 3 1 1 1 1 1 1 1 2 1 4 2 3 1 2 2 1 2 5 4 2 1 1 3 4 2 2 2 2 2 3 2 1 2 2 1 2 4 4 2 3 2 4 3 3 2 2 3 4 2 5 4 3 3 1 5 4 4 59 60 64 2.19 2.22 2.37
CAR & FORM NO. INNOVA 1 INNOVA 2 INNOVA 3 INNOVA 4 INNOVA 5 INNOVA 6 INNOVA 7 INNOVA 8 INNOVA 9 INNOVA 10 INNOVA 11 INNOVA 12 INNOVA 13 INNOVA 14 INNOVA 15 INNOVA 16 INNOVA 17 INNOVA 18 INNOVA 19 INNOVA 20 INNOVA 21 INNOVA 22 INNOVA 23 INNOVA 24 INNOVA 25 INNOVA 26 INNOVA 27 TOTAL AVG.
ENGINE AND TRANSMISSION 3 1 3 1 2 2 2 3 1 2 1 2 2 2 2 1 2 3 1 1 1 2 3 3 4 3 4 57 2.11
SAFETY LUXURY APPEARANCECONVENIENCESEATING 3 2 2 2 2 2 2 1 3 2 3 2 1 1 1 1 3 3 2 1 2 2 1 1 2 1 1 1 2 2 1 2 2 1 2 1 1 1 2 1 1 1 1 2 3 2 2 2 2 3 2 2 1 1 2 2 2 2 3 2 2 3 3 2 3 2 3 2 2 2 2 1 1 2 2 1 1 1 1 1 2 2 2 3 2 2 4 3 4 3 3 3 3 2 2 2 5 4 3 3 4 5 2 2 5 3 5 4 64 57 59 50 2.37 2.11 2.19 1.85
Inference Convenience is the most appealing feature of innova according to customers follwed by engine and luxury. Then comes appearance and seating followed by design, safety & performance.
Table 13 for features of Scorpio
CAR & FORM NO. S CORPIO 1 S CORPIO 2 S CORPIO 3 S CORPIO 4 S CORPIO 5 S CORPIO 6 S CORPIO 7 S CORPIO 8 S CORPIO 9 S CORPIO 10 S CORPIO 11 S CORPIO 12 S CORPIO 13 S CORPIO 14 S CORPIO 15 S CORPIO 16 S CORPIO 17 S CORPIO 18 TOTAL AVG.
ENGINE AND TRANS MISS ION 3 3 2 1 2 3 2 3 2 3 1 2 1 3 2 2 2 2 39 2.17
S AFETY LUXURY APPEARANCECONVENIENCE SEATING 3 2 2 1 3 4 2 2 3 3 2 2 1 1 1 1 3 3 2 1 2 1 1 2 2 3 2 3 8 2 4 4 2 3 2 4 4 2 2 3 4 3 2 3 2 4 4 5 2 3 4 3 3 2 3 2 1 1 1 1 2 3 2 2 2 3 2 3 2 2 1 2 49 45 39 44 2.72 2.50 2.17 2.44
DES IGN, P ERFORM ANCE ENGINEERING FUEL ECONOM Y AND INTERIOR AND HANDLING 2 3 5 2 1 5 2 2 4 1 1 1 2 2 1 2 1 2 2 3 3 8 2 2 3 2 3 2 2 3 3 2 2 3 2 4 3 2 3 3 2 2 1 1 1 2 3 2 3 2 2 2 3 2 46 36 47 2.56 2.00 2.61
Inference
Scorpio attracts its 18 customers on design, engineering and interior followed by appearance & engine features. Then come convenience, luxury, seating, performance fuel economy and handling and safety.
Table 14 for quails
CAR & FORM NO. QUALIS 1 QUALIS 2 QUALIS 3 QUALIS 4 QUALIS 5 QUALIS 6 QUALIS 7 QUALIS 8 QUALIS 9 QUALIS 10 QUALIS 11 QUALIS 12 QUALIS 13 QUALIS 14 QUALIS 15 QUALIS 16 QUALIS 17 QUALIS 18 QUALIS 19 QUALIS 20 QUALIS 21 QUALIS 22 TOTAL AVG.
ENGINE AND TRANSMISSION 3 3 3 3 2 3 2 3 3 3 2 4 3 3 3 5 2 4 2 1 1 1 59 2.68
SAFETY 3 3 3 3 2 3 2 3 3 4 2 4 3 2 3 4 2 3 3 1 1 1 58 2.64
LUXURY 4 4 4 2 3 4 3 2 4 5 3 3 4 2 2 2 2 2 4 2 2 1 64 2.91
APPEARANCE 4 4 2 2 3 4 2 2 5 2 2 5 5 2 4 2 2 2 4 2 2 2 64 2.91
CONVENIENCE 5 5 4 3 4 5 4 4 5 3 2 6 5 3 4 3 2 4 6 2 2 1 82 3.73
SEATING 4 4 3 4 4 5 3 3 4 2 3 5 5 2 5 2 2 5 2 1 1 2 71 3.23
Inference
22 customer of quails liked safety most, then comes engine and transmission feature followed by design engineering & interiors. After that customers prefer luxury & appearance equally 2.91 to each. Then comes performance followed by seating and convenience.
Table 15 source of information that influenced customers to buy the car
Car
References
Friends &
Commercial ads TV 19 4 1 4 28
Internet
Newspaper
Showroom
Anything else
Safari Sumo Bolero Innova Scorpio Qualis Tavera total
1 1 3 1 3 1 10
relatives 6 5 4 6 5 26
1 3 2 5 5 16
1 18 9 10 11 49
5 3 17 14 18 16 73
Inference so we can say that innova and Qualis customers said that their source of information for their cars is references. Out of 10 people who voted for references as an influencing factor, 3 innova and 3 quails people selected reference as influencing source.
friends & relatives as source of information
6 5 4 frequency of 3 responces 2 1 0 1 total Safari Bolero Sumo Innova Scorpio Qualis Tavera
Inference - 6 sumo and quails people gave their response to friends and relatives as source of information, followed by Innova & Tavera. Only 4 in
commercial ads as source of information
20 15 frequency of 10 response 5 0 total
Safari Sumo Bolero Innova Scorpio Qualis Tavera
Scorpio opted for friends as reference.
Inference - Innova is having commercial ads as influencing factor for customers and it is having influencing power also to pursue people to opt for the car. Other cars are not doing well in their commercial ads in fact most of the car companies are not even doing advertisement on TV. But innovas response has disclosed that their TV advertising campaign is good. Inference only Qualis and Tavera are influencing customers through Internet as source of information other companies are not doing good Internet advertising.
newspaper as source of information

internet as source of information
18 16 5 14 12 4 frequency of 10 3 responses of 8 frequency 6 response 2 4 2 1 0 0
Safari Sumo Sumo Bolero Bolero Innova Innova Scorpio Scorpio Qualis Qualis Tavera Tavera
Newspaper Internet total total
Inferences Qualis is attracting customers through its showroom. Toyota is attracting customers by way of their Showrooms located in NOR region. There are 5 showrooms of Toyota in LUCKNOW region, all doing well. Innova is no. 2 in attracting its customers through its showroom followed by tavera and Scorpio.
showroom as source of information
20 15 frequency of 10 responses 5 0 Bolero Innova Scorpio Qualis Tavera total
This is the response of each customer when I asked that from which other brand they have searched for information Suppose a person is having Tavera then I asked him that from which other brands they have searched for more information, because it might be the case that the Tavera person would have gone to Toyota showroom also. So I tried to find out the other alternative brand in the mind of general customer -
Table 16 for other brands Cars Safari Sumo Bolero Innova Scorpio Qualis Tavera Inference 2 safari customers searched information from Toyota and 3 safari customers searched information from mahindra so TATAS competitor in market are Toyota and Mahindra. 1 sumo customer searched information from Toyota and 1 from Mahindra. All the 6 customers of bolero searched information from TATA. So Mahindra boleros major competitor is TATA. 2 Innova persons searched information from Toyota itself. 16 innova customers searched information from GMs cars, 4 from Mahindra and 5 from TATA. So Tavera. Toyota innova is having good competition with TOYOTA 2 1 2 6 2 14 GM 16 4 8 2 MAHINDRA 3 1 4 4 6 4 TATA 6 5 4 6 -
6 Scorpio persons searched information from Toyota and 4 each searched from GM, Mahindra and TATA.
Qualis biggest competitor is GM followed by Mahindra and TATA. GMs Tavera is having good competiton with Toyota innova. And this is fact also innova is having good competition with Tavera in the market also, though Innova is all above in luxury cars but Tavera is at least competing with them, where other cars are not able to touch Toyotas innova sales figure. Innova is really doing well in the market but Tavera is also on no 2 followed by Innova.
Table 17 for disclosing the psychological factors involved in buying the car (from customers perspective) Car Motivation Perception Beliefs attitudes Safari Sumo Bolero Innova Scorpio Qualis Tavera Total Inference All the 5 safari customers are influenced by perception as psychological factor involved in buying the car. Both sumo customers are influenced by perception as psychological factor involved in buying the car. Bolero - 5 bolero customers are influenced by perception and 1 customer is influenced by belief and attitude as psychological factor involved in buying the car. Innova - 5 Innova customers are influenced by motivation and 21 customers are influenced by perception and only 1 customer is 0 0 0 5 5 2 4 16 3 2 5 21 12 16 15 74 2 0 1 1 1 4 1 10 and
influenced by beliefs and attitude as psychological factor involved in buying the car. Scorpio - 5 scorpio customers are influenced by motivation and 12 customers are influenced by perception and only 1 customer is influenced by beliefs and attitude as psychological factor involved in buying the car. Quails 2 quails customers are influenced by motivation and 16 customers are influenced by perception and only 4 customers are influenced by beliefs and attitude as psychological factor involved in buying the car. Tavera 4 tavera customers are influenced by motivation and 15 customers are influenced by perception and only 1 customer is influenced by beliefs and attitude as psychological factor involved in buying the car.
psychological factors involved in buying
80 70 60 frequency of 50 40 responses 30 20 10 0
motivation perception beliefs and atitudes
Total
So perception is the highest psychological factor involved in buying of these 100 cars. Perception - it is how a prospective customer perceives the particular product or a company. It is what he understands company to be, like a general person thinks Toyota to be a very good brand name. For GM I found customers think that GM is a foreign brand of cars but it is not very effective on Indian minds. Like Maruti Suzuki is having good influence on Indian customer but not on a customer in some other country. So the perception varies from person to person.
Table 18 for some other factors that influenced buying behavior of a customer Cultural factors Social factors 0 0 0 1 2 1 0 0 2 6 3 8 Personal factors 5 2 4 20 13 13
Car Safari Sumo Bolero Innova Scorpio Qualis
Tavera Total Inference
0 4
5 24
15 72
All the 100 car owners are influenced by personal factors while making final decision for purchasing the car. This is followed by social and cultural factors.
Personal factors are those factors, which are backed by these parameters age & life cycle stage, occupation & financial status, life style.
Social factors are backed by reference group and family.
Cultural factors are backed by rules, values, beliefs, behavior & concept.
factors influenced buying behaviour
80 60 frequeny of 40 response 20 0 total Cultural factors Social factors Personal factors
Personal factors are most important influencing factor out of 3 factors.
Table 18 for disclosing preferences of customers while making purchase of cars because whoever the customer is, he must have some preferences while making purchase decision for a product so this is tried to find out customers are given some choices like color, look, cost, mileage and luxury as preferences Cars Safari Sumo Bolero Innova Scorpio Qualis Tavera Total Color 0 0 0 1 0 0 0 1 Look style 5 2 4 16 14 20 14 75 & Cost efficient 0 0 2 12 2 2 8 28 Mileage 0 0 0 14 9 1 10 34 Luxury 0 0 0 10 5 1 10 26
Inference -Color is not a preference for customers while making a purchase decision because I think all the companies offer a wide range of colors in the cars so customers dont even have to think of the colors.
look and style as a preference

20 15 frequency of 10 response 5 0 Safari Sumo Bolero Innova Scorpio Qualis Look & style total Tavera
Inference Qualis is having good appeal when it comes to look and style follwed by innova, sumo and tavera. Qualis is no1 in looks and qualis people had a preference of look in their mind and that was the reason also they purchased qualis only, out of other cars.
cost effeicient
12 10 8 frequency of 6 responses 4 2 0 Cost efficient total Safari Sumo Bolero Innova Scorpio Qualis Tavera
Inference so here is innovas cost efficiency, yes it is true that innovas best model is having a price tag of rs.10, 77,055 according to a showroom of Toyota. But I think the service, the look, and the benefits a customer will derive after purchase of this car will be much higher than the price tag of rs.10, 77,055. so he will get full value for the amount he will pay for this luxurious car. Even a sales manager in UTTAM TOYOTA told me that a customer would not get any other car in INDIA on this price tag of 10 lakh Rs.
mileage as a preference
14 12 10 frequency of 8 responses 6 4 2 0 Mileage total Safari Sumo Bolero Innova Scorpio Qualis Tavera
So innova customers are having a thought of mileage in their minds and this though only pursued them to go for innova. Tavera customers are also having mileage thought in their minds, followed by Scorpio customers.
luxury as a preference
10 8 frequency of 6 responses 4 2 0 total
Safari Sumo Bolero Innova Scorpio Qualis Tavera
Inference - both innova and tavera customers thought for luxury before opting for their cars so these 2 cars having equal luxury appeal followed by luxury appeal of sumo and quails.
VALUE CHAIN OF THE COMPANY
Value chain of all the companies are compared so as to know which car company is doing what type of value chain Value chain consist of activities ranging from procurement of raw material to the after sales of the product
Now the rating on some parameters is taken from the customers, these ratings are From 1 to 10 I for highest and 10 for lowest then total of each parameter of value chain for each car is done and then its avg. is taken, lower the avg. highest will be the level of value chain o f the company.
Table 19 for value chain of safari OVERALL SATISFACTION EASY CAR & FORM NO. SAFARI 1 SAFARI 2 SAFARI 3 SAFARI 4 SAFARI 5 TOTAL AVG. PROCUREMENT 2 4 2 1 1 10 2 AFTER SPARE SALES SALES 2 4 3 2 1 12 2.4 PARTS 3 3 3 2 3 14 2.8 PERSONS 3 3 4 2 3 15 3 CUSTOMER HANDLING 4 3 4 3 4 18 3.6 FROM CHAIN 3 4 4 3 4 18 3.6 VALUE
Inference - we can see in the above table that minimum avg. is of easy procurement TATA Safari scored high on easy procurement parameter of value chain. Overall avg. rating for each parameter is not more than 4, so good rating.
Table 20 - for value chain of sumo and bolero, Table 21 for value chain of quails Inference after sales of sumo is good because sumo scored well on after sales parameter of value chain. Avg. rating of sumo is better than bolero.
Inference quails scored high on easy procurement followed by after sales and spare parts. Qualis scored around 3 on each parameter of value chain so
OVERALL SATISFACTION FROM VALUE CHAIN 4 5 3 5 4 4 3 2 2 2 4 4 3 2 3 1 1 2 1 1 1 1 58 2.64
EASY PROCUREMENT 2 2 2 1 2 1 1 2 3 1 2 1 2 2 3 3 1 2 1 1 1 1 37 1.68
AFTER SALES 2 2 2 2 3 2 2 3 3 2 2 2 3 2 3 2 1 3 2 1 1 1 46 2.09
SPARE PARTS 3 3 3 2 4 2 2 2 2 3 4 2 2 2 2 2 2 3 3 2 1 1 52 2.36
SALES PERSONS 4 4 4 3 4 3 4 4 2 2 4 3 4 2 2 1 2 4 3 2 1 2 64 2.91
CUSTOMER HANDLING 3 4 3 5 3 4 3 3 1 3 3 1 5 2 2 2 1 2 2 1 1 2 56 2.55
good rating. Table 22 for value chain of Tavera

OVERALL SATISFACTION FROM VALUE CHAIN 2 2 2 4 4 2 3 3 2 2 3 2 2 2 2 2 2 2 2 1 46 2.3
AFTER SPARE CAR & FORM NO. EASY PROCUREMENT SALES PARTS TAVERA 1 1 2 1 TAVERA 2 1 2 1 TAVERA 3 2 3 2 TAVERA 4 3 4 3 TAVERA 5 3 4 3 TAVERA 6 1 1 2 TAVERA 7 2 2 2 TAVERA 8 1 2 1 TAVERA 9 1 1 2 TAVERA 10 2 3 2 TAVERA 11 2 3 2 TAVERA 12 2 3 3 TAVERA 13 2 2 2 TAVERA 14 2 2 3 TAVERA 15 1 1 2 TAVERA 16 2 1 2 TAVERA 17 1 1 1 TAVERA 18 1 2 2 TAVERA 19 2 2 2 TAVERA 20 1 1 1 TOTAL 33 42 39 AVG. 1.65 2.1 1.95
SALES PERSONS 2 1 2 3 5 2 2 2 2 2 2 4 2 3 3 2 2 2 3 1 47 2.35
CUSTOMER HANDLING 2 2 3 3 4 2 2 2 1 2 2 4 3 2 3 1 2 3 3 1 47 2.35
Inference - Tavera scored highly on easy procurement followed by spare parts, after sales and sales person, then come customer handling. Taveras value chain parameters not even crossed avg. of 2.5 so good rating for value chain of tavera also.
Table 23 for value chain of Scorpio OVERALL SATISFACTION FROM VALUE CHAIN 2 2 2 2 2 2 2 7 2 2 1 2 2 2 1 2 5 1 41 2.28
AFTER SPARE CAR & FORM NO. EASY PROCUREMENT SALES PARTS SCORPIO 1 2 2 3 SCORPIO 2 3 3 2 SCORPIO 3 1 2 2 SCORPIO 4 2 2 2 SCORPIO 5 2 1 2 SCORPIO 6 1 2 1 SCORPIO 7 1 2 2 SCORPIO 8 7 7 8 SCORPIO 9 2 2 2 SCORPIO 10 2 2 3 SCORPIO 11 1 2 2 SCORPIO 12 2 2 3 SCORPIO 13 1 2 3 SCORPIO 14 2 3 4 SCORPIO 15 1 1 1 SCORPIO 16 1 1 3 SCORPIO 17 1 2 1 SCORPIO 18 1 1 2 TOTAL 33 39 46 AVG. 1.83 2.17 2.56
SALES PERSONS 2 2 2 2 1 2 1 8 3 5 3 2 3 2 1 2 1 2 44 2.44
CUSTOMER HANDLING 2 2 3 2 2 2 3 6 4 4 2 2 3 2 1 2 3 3 48 2.67
Inference Scorpio also scored highly on easy procurement followed by after sales and overall satisfaction from value chain. Then come sales persons, spare parts and customer handling. Scorpio crossed avg. rating for 2.5 so Scorpios value chain is not better than taveras value chain.
Table 24 for value chain of innova

OVERALL SATISFACTION FROM VALUE CHAIN 3.00 2.00 2.00 2.00 2.00 2.00 2.00 1.00 2.00 1.00 1.00 1.00 2.00 3.00 3.00 2.00 2.00 2.00 1.00 1.00 2.00 2.00 2.00 1.00 2.00 5.00 6.00 57.00 2.11
CAR & FORM NO. EASY PROCUREMENT INNOVA 1 3.00 INNOVA 2 1.00 INNOVA 3 1.00 INNOVA 4 3.00 INNOVA 5 1.00 INNOVA 6 1.00 INNOVA 7 1.00 INNOVA 8 1.00 INNOVA 9 4.00 INNOVA 10 1.00 INNOVA 11 1.00 INNOVA 12 1.00 INNOVA 13 3.00 INNOVA 14 3.00 INNOVA 15 2.00 INNOVA 16 2.00 INNOVA 17 1.00 INNOVA 18 2.00 INNOVA 19 1.00 INNOVA 20 1.00 INNOVA 21 1.00 INNOVA 22 1.00 INNOVA 23 2.00 INNOVA 24 1.00 INNOVA 25 1.00 INNOVA 26 4.00 INNOVA 27 5.00 TOTAL 49.00 AVG. 1.81
AFTER SPARE SALES PARTS 3.00 2.00 2.00 1.00 2.00 1.00 3.00 2.00 1.00 2.00 1.00 1.00 1.00 1.00 2.00 1.00 3.00 2.00 1.00 1.00 2.00 1.00 2.00 1.00 3.00 3.00 4.00 4.00 2.00 3.00 2.00 3.00 1.00 2.00 2.00 2.00 1.00 1.00 1.00 2.00 1.00 2.00 1.00 2.00 3.00 3.00 1.00 2.00 2.00 2.00 1.00 6.00 5.00 6.00 53.00 59.00 1.96 2.19
SALES PERSONS 3.00 2.00 1.00 2.00 2.00 2.00 1.00 1.00 1.00 1.00 1.00 2.00 2.00 5.00 2.00 3.00 2.00 3.00 2.00 2.00 2.00 2.00 2.00 1.00 3.00 3.00 7.00 60.00 2.22
CUSTOMER HANDLING 2.00 3.00 2.00 1.00 2.00 2.00 2.00 1.00 2.00 1.00 1.00 1.00 2.00 2.00 2.00 2.00 3.00 3.00 2.00 1.00 1.00 2.00 4.00 1.00 2.00 2.00 6.00 55.00 2.04
Inference innova also made an impact through easy procurement followed by after sales, customer handling and overall satisfaction from the value chain. Then come spare parts and sales persons. Any parameter of value chain not even crossed 2.3 figure so the best value chain goes to innova. Now comes the overall satisfaction from the car, it is tried to find out that what is the overall satisfaction level of the customers from all the 7 cars. This satisfaction is measured on some parameters like easy procurement of car,
after sales provided, customer care, availability of car and relation ship marketing of the car company. Table 25 for overall satisfaction of safari, sumo and bolero
CAR & FORM NO. EASY PROCUREMENT SAFARI 1 2 SAFARI 2 4 SAFARI 3 2 SAFARI 4 2 SAFARI 5 1 TOTAL 11 AVG. 2.2
AFTER SALES 2 4 3 2 1 12 2.4
CUSTOMER CARE 3 3 3 2 1 12 2.4
AVAILABILITY OF CARS 3 3 3 2 1 12 2.4
total of RELATIONSHIP avg. of MARKETING each OF THE CO. parameter 4 3 3 2 2 14 2.8 12.2
SUMO SUMO TOTAL AVG.
1 2
2 3 5 2.5
2 2 4 2
3 2 5 2.5
4 2 6 3
3 2 5 2.5
12.5
BOLERO BOLERO BOLERO BOLERO BOLERO BOLERO TOTAL AVG.
1 2 3 4 5 6
2 3 4 1 3 3 16 2.67
2 3 4 1 3 3 16 2.67
4 5 5 3 4 2 23 3.83
4 5 5 4 5 4 27 4.50
5 5 5 4 5 4 28 4.67
18.33
Inference TATA safari scored lowest 12.2 while sumo 12.5 and bolero 18.33. 1 highest and 10 lowest in our ratings so safari is the winner in the above table.
Table 26 for overall satisfaction of Qualis
EASY PROCUREMENT 2 2 4 1 3 1 2 2 2 2 2 1 2 2 2 1 2 2 1 1 1 1 39 1.77
AFTER SALES 2 3 4 2 3 2 2 2 2 2 2 2 2 2 4 2 3 2 1 1 1 1 47 2.14
CUSTOMER CARE 3 2 5 5 4 2 3 3 4 3 2 2 3 2 5 2 1 3 1 1 1 2 59 2.68
AVAILABILITY OF CARS 3 4 3 5 2 3 2 4 3 2 3 4 5 2 3 3 1 4 2 2 1 2 63 2.86
total of RELATIONSHIP avg. of MARKETING each OF THE CO. parameter 4 4 5 5 4 4 3 4 5 3 2 4 3 2 3 5 2 2 3 2 1 2 72 3.27 12.73
Quails did well by scoring 12.73 on all the parameters of satisfaction.
Table 27 for Taveras satisfaction level

total of RELATIONSHIP avg. of MARKETING each OF THE CO. parameter 2 2 2 2 4 2 2 2 2 2 2 2 2 3 3 2 2 3 2 1 44 2.2 9.95
CAR & FORM NO. TAVERA 1 TAVERA 2 TAVERA 3 TAVERA 4 TAVERA 5 TAVERA 6 TAVERA 7 TAVERA 8 TAVERA 9 TAVERA 10 TAVERA 11 TAVERA 12 TAVERA 13 TAVERA 14 TAVERA 15 TAVERA 16 TAVERA 17 TAVERA 18 TAVERA 19 TAVERA 20 TOTAL AVG.
EASY PROCUREMENT 2 2 2 3 3 2 2 1 1 2 2 3 2 2 1 1 1 1 2 1 36 1.8
AFTER SALES 2 2 3 4 3 2 2 1 1 2 2 3 2 2 1 1 1 1 2 1 38 1.9
CUSTOMER CARE 2 3 2 3 3 2 2 1 2 2 2 2 2 4 2 1 2 2 3 1 43 2.15
AVAILABILITY OF CARS 2 2 3 2 2 1 2 2 2 2 1 2 3 1 2 2 2 2 2 1 38 1.9
Tavera scored just 9.95. Tavera won when it comes to overall satisfaction from the car. Customers are very much satisfied with Tavera.
Table 28 for Scorpio

total of RELATIONSHIP avg. of MARKETING each OF THE CO. parameter 2 2 2 2 2 2 2 6 3 2 3 2 5 3 1 2 2 3 46 2.56 11.39
CAR & FORM NO. SCORPIO 1 SCORPIO 2 SCORPIO 3 SCORPIO 4 SCORPIO 5 SCORPIO 6 SCORPIO 7 SCORPIO 8 SCORPIO 9 SCORPIO 10 SCORPIO 11 SCORPIO 12 SCORPIO 13 SCORPIO 14 SCORPIO 15 SCORPIO 16 SCORPIO 17 SCORPIO 18 TOTAL AVG.
EASY PROCUREMENT 2 2 2 2 2 1 1 7 2 2 1 2 2 2 1 1 2 1 35 1.94
AFTER SALES 2 2 2 2 2 2 1 7 2 2 1 2 2 2 1 1 1 1 35 1.94
CUSTOMER CARE 3 2 2 3 2 2 2 9 3 2 2 2 2 3 1 2 3 2 47 2.61
AVAILABILITY OF CARS 2 3 2 2 1 2 2 7 2 3 2 2 3 2 1 2 2 2 42 2.33
After Tavera here comes the Scorpio with 11.39 preceded by taveras 9.95.
Table 29 for innova

INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA INNOVA TOTAL AVG. 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 2 2 1 1 1 1 4 1 1 1 2 2 2 2 1 2 1 1 1 1 2 1 1 3 6 48 1.78 2 3 1 1 1 2 2 1 2 2 2 2 2 3 1 2 2 1 1 1 2 2 2 1 5 50 1.85 2 2 3 2 1 1 2 1 1 1 2 4 1 3 2 1 3 2 1 3 3 2 2 2 6 57 2.11 2 2 3 2 2 2 3 1 1 2 1 2 1 2 2 1 2 3 2 1 3 1 3 4 6 59 2.19 3 2 2 2 2 2 2 1 1 2 2 2 2 3 2 2 2 2 2 2 2 1 1 3 7 58 2.15
10.07
Now comes Innova with 10.07 so scene is changed when we talk of satisfaction
No. 1 No. 2 No. 3
goes to goes to goes to
Tavera Innova Scorpio
Table 30 showing ranking of all the 7 cars (satisfaction level give by customers) Because we have assumed 1 to be highest and 10 to be lowest rating so least
position car 1st TAVERA 2nd INNOVA 3rd SCORPIO 4th SAFARI 5th SUMO 6th QUALIS 7th BOLERO
the total, highest the car
total of avg. satisfaction 9.95 10.07 11.39 12.2 12.5 12.73 19.33
total of avg. satisfaction

20 18 16 14 avg. 12 satisfaction 10 level 8 6 4 2 0
tavera innova 12.5 12.73 9.9510.07 11.39 12.2 19.33 scorpio safari sumo qualis bolero total of avg. satisfaction total
SORRY FOR BOLERO WHO LOST THE BATTLE?
NOW WE HAVE TRIED TO FIND OUT WHETHER REPLACEMENT OF CAR IS BASED ON SATISFACTION LEVEL OR NOT. FOR THIS I HAVE TAKEN A ASSUMPTION (HYPOTHESIS)
THIS HYPOTHESIS IS CHECKED WITH THE HELP OF CHI SQUARE TEST
HYPOTHESIS REPLACEMENT IS DEPENDENT ON SATISFACTION LEVEL OF CUSTOMERS MEANS IF A CUSTOMER IS SATISFIED HE WOULD NOT LIKE TO CHANGE THE CAR AND IF HE IS NOT SATISFIED HE WOULD LIKE TO REPLACE HIS CAR. Table 31 showing relation between replacements of cars vs. satisfaction level of customers
RESPONSE OF
HIGH
MEDIUM
LOW
TOTAL
CUSTOMERS YES 13 NO 9 TOTAL 22
47 24 71
4 3 7
64 36
SO 13 CUSTOMERS WHO ARE HIGHLY SATISFIED SAID YES THEY WOULD LIKE TO REPLACE THEIR CAR.
47 CUSTOMERS WHO ARE MEDIUM SATISFIED SAID YES THEY WOULD LIKE TO REPLACE THEIR CAR.
4 CUSTOMERS WHO ARE LOW SATISFIED SAID YES THEY WOULD LIKE TO REPLACE THEIR CAR.
9 CUSTOMERS WHO ARE HIGHLY SATISFIED SAID THEY WOULD NOT LIKE TO REPLACE THEIR CAR.
24 CUSTOMERS WHO ARE MEDIUM SATISFIED SAID NO, THEY WOULD NOT LIKE TO REPLACE THEIR CAR.
3 CUSTOMERS WHO ARE LOW SATISFIED SAID NO THEY WOULD NOT LIKE TO REPLACE THEIR CAR.
E(13)=64*20/100=14.08 E(47)=64*71/100=45.44 E(4)=64*7/100=4.48
E(9)=36*22/100=7.92 E(24)=36*71/100=25.56 E(3)=36*7/100=2.52
O 13.00 9.00 47.00 24.00 4.00 3.00
E 14.08 7.92 45.44 25.56 4.48 2.52
O-E -1.08 1.08 1.56 -1.56 -0.48 0.48
(O-E)^2 (O-E)^2/E 1.17 0.08 1.17 0.15 2.43 0.05 2.43 0.10 0.23 0.05 0.23 0.09 0.52
DEGREE OF FREEDOM = (3-1)(2-1) =2 5% DEGREE OF FREEDOM - TABULATED VALUE 5.991
.52<5.991 MEANS CALCULATED VALUE IS LESS THAN TABULATED VALUE HENCE HYPOTHESIS IS ACCEPTED. REPLACEMENT OF CARS IS DEPENDENT ON SATISFACTION LEVEL OF CUSTOMERS.
When I asked these 100 customers that would they like to replace their car with some other car in the same category of cars the answer was
YES 64
NO 36
REPLACEMENT OF CAR
NO 36% YES 64%
YES NO
Table 32Effectiveness of advertisements vs. influencing power of advertisement Yes No. Total High 18 0 18 Medium 24 1 25 Low 4 3 7 Total 46 4
HYPOTHESIS it is assumed in the above test of Chi Square that effectiveness of advertisements is dependent on influencing power of advertisement
E(18)=46*18/100=8.28 E(24)=46*25/100=11.50 E(4)=46*7/100=3.22
E(0)=4*18/100=.72 E(1)=4*25/100=0 E(3)=4*7/100=.28
o 18.00 24.00 4.00 0.00 1.00 3.00
e 8.28 11.50 3.22 0.72 0.00 0.28
o-e 9.72 12.50 0.78 -0.72 1.00 2.72
(o-e)^2 94.48 156.25 0.61 0.52 1.00 7.40 total
(o-e)^2/e 11.41 13.59 0.19 0.72 0.00 26.42 52.33
DEGREE OF FREEDOM = (3-1)(2-1) =2 5% DEGREE OF FREEDOM - TABULATED VALUE 5.991
52.33>5.991
MEANS CALCULATED VALUE IS GREATER THAN TABULATED VALUE HENCE HYPOTHESIS IS REJECTED. So effectiveness of advertisements is not dependent on influencing power of advertisement means it might be the case that influencing power of ad is not good still it is effective and vice versa.
Inference Total 50 persons out of 100 said that yes they have seen advertisement (print ad or TV commercial) before buying the car out of these 50 persons 46 persons said that ad was effective and 4 said ad was not effective enough to convert their thought of purchase in to final purchase.
Effective Not effective
Responses 46 4
responses on effectiveness of ads.
effective not effective
Inference out of 50 persons who saw any advertisement 46 said advertisement was effective. Advertising of all the companies is effective.
Persons who said ad was effective, had to answer one more question that what was the influencing power of advertisement Table 33 for ad ratings of cars Rating is to be done from 1 to 10 1 for highest and 10 for lowest.
car no. of responses total of ratings avg. of ad ratings bolero 0 no advertisement 0 safari 0 no advertisement 0 innova 21 81 3.85 Qualis 7 32 4.57 scorpio 10 47 4.7 sumo 1 5 5 tavera 6 32 5.33
Innova is having good influence when it comes to advertising followed by Qualis, Scorpio, Sumo and Tavera. It is also find while talking to 21 customers of innova that the recent advertising of Aamir khan influences them a lot. A lot of ads in print media are also influencing customers.
Tavera is not having good advertising campaign either in print or electronic media.
I have also asked customers and tried to find out that who is the market leader out of these 7 cars according to them Out of 5 safari customers 4 said that innova is the market leader and 1 said qualis is the market leader.
Both the sumo customers said that innova is the market leader. Out of 6 bolero customers 5 said innova is the market leader and I said that qualis is the market leader.
Out of 20 Tavera 5 said innova and 15 said that tavera is the market leader.
Out of 22 Qualis customers 21 said that Qualis is the market leader. Out of 18 Scorpio customers 17 said that scorpio is the market leader. All the 27 innova customers said that only innova is leading the market.
COMPARATIVE ANALYSIS OF THE TAVERA, INNOVA AND SCORPIO Dealers response
I went to 12 dealers 5 of Toyota, 3 of Mahindra and 4 of GM and got their response on their companys car. I tried to put their responses in a comparative form. This section deals with the analysis TAVERA, INNOVA & SCORPIO from dealers point of view. It consists of the analysis of the following:
Most selling car according to dealers. Ranking or competitors car. Actual sales of car. Marketing approach of the company. Target customer. Punch line of the company. How powerful id the brand name of the company. Price list of all the dealers. Distribution strategy of the company. Integrated brand promotion of the company. Advertising budget of these companies. Incentives and benefits offered to the employees (sales force) by the companies.
Most selling car All the 4 dealers of Tavera said that Tavera is the most selling car. All the 5 Innova dealers said that Innova is the most selling car. All the 3 Toyota dealers said that Mahindra and bolero is doing well in the market.
Then I asked these dealers to rank their car and competitors car on some parameters of technical features of car so as to get a comparative view of these three cars
Ranking is to be done from 1 to 6 because 6 cars are there Innova, Tavera, Scorpio , Bolero, Sumo and Safari. Qualis is not coming in the market because it is closed down by Toyota motors so 6 cars comparative ranking is as follows 1 is the highest rank and 6 is lowest.
Table 34 showing ranking of features of innova by the dealers
Inference 13.67 is the total of all the features of avg. dealers are very much convinced design engineering and interior followed by luxury and
convenience. Then come engine & transmission, performance fuel economy and handling, safety, seating and appearance.
Table 35 showing ranking of features of Scorpio by the dealers
S HO W RO OM F ORM NO . S CO RP IO S CO RP IO S CO RP IO S CO RP IO S CO RP IO S CO RP IO S CO RP IO S CO RP IO S CO RP IO S CO RP IO S CO RP IO S CO RP IO T OTAL AV G .
DES IGN, P ERF O RM ANCE tota l of & ENGINE AND ENG INEERING F UEL ECONO M Ya vg . o f TRANS M IS S ION AFETY L UX URY AP P EARANCE NV ENIENCES EATING AND INTERIOR AND HANDLING fe a ture s S CO 1 1 2 2 1 1 1 1 1 2 2 1 3 1 2 4 3 2 3 1 1 2 1 1 1 1 1 4 2 3 2 3 2 3 2 3 5 3 3 4 2 2 3 3 2 6 3 3 4 4 3 3 3 4 7 2 2 3 1 2 3 2 3 8 2 1 3 1 1 1 3 6 9 2 3 2 2 1 3 2 3 10 4 2 2 3 3 4 4 3 11 3 2 2 2 2 1 4 2 12 4 2 2 3 3 2 3 4 29 25 31 24 23 29 31 34 2.42 2.08 2.58 2.00 1.92 2.42 2.58 2.83 18.83
Inference 18.83 is the avg. total of Scorpio. All the dealers ranked Scorpio; convenience is no1, followed by appearance and safety.
Table 36 for Tavera
DES IG N , P ER F O R M AN C E to ta l o f S H O W R O O M & EN G IN E A ND EN G INEERING F UEL EC O NO M Y a vg . o f F O RM NO . T R ANS M IS S IO N AF ET Y L U X UR Y A P P EA RA N CE O NV ENIEN CES EA T ING A ND INT ERIO R AN D H A ND L IN G fe a tu re s. S C INN O V A 1 1 3 3 2 1 1 1 2 INN O V A 2 1 2 1 2 1 3 1 2 INN O V A 3 2 1 2 4 1 0 1 2 INN O V A 4 2 3 2 4 3 5 2 3 INN O V A 5 2 1 1 1 2 3 1 2 INN O V A 6 4 4 2 3 2 4 4 3 INN O V A 7 1 1 1 3 1 1 1 1 INN O V A 8 1 1 1 1 1 1 1 1 INN O V A 9 1 1 1 1 1 1 1 1 INN O V A 10 1 1 1 2 2 1 1 1 INN O V A 11 1 1 2 1 2 3 1 2 INN O V A 12 2 2 1 1 1 2 2 1 TOTAL 19 21 18 25 18 25 17 21 AV G . 1.58 1.75 1.50 2.08 1.50 2.08 1.42 1.75 13.67
Inference Tavera is no.3 with total of 19.67, dealers ranked convenience no. 1. Then come safety, luxury, and appearance having equal rankings. Seating and performance is no.3 followed by design engineering and interior, engine & transmission.
Table 37 for TATA Safari
D E S IG N , P E R F O R M A N C Eta l o f to S H O W R O O M E N G IN E A N D & E N G I N E E R I N GF U E L E C O N O M v g . o f aY F O R M N O . T R A N S M I S S IS A F E T Y U X U R Y A P P E A R A N C O N V E N I E N C E A T I N G N D I N T E R I O R N D H A N D L I Nfe a tu r e s ON L CE SE A A G S AFARI 1 3 5 4 3 2 2 4 3 S AFARI 2 3 3 1 2 3 4 1 3 S AFARI 3 2 1 3 4 1 1 2 2 S AFARI 4 5 3 3 4 2 4 3 4 S AFARI 5 3 4 2 2 1 1 2 2 S AFARI 6 3 3 2 2 3 2 3 4 S AFARI 7 4 4 2 2 4 2 3 2 S AFARI 8 3 1 1 1 1 0 2 3 S AFARI 9 5 1 3 3 3 4 4 3 S AFARI 10 2 2 3 2 2 3 2 3 S AFARI 11 2 4 1 1 2 5 2 1 S AFARI 12 3 2 1 4 2 2 2 3 TOTAL 38 33 26 30 26 30 30 33 AVG. 3 .17 2.75 2.1 7 2 .50 2.17 2 .50 2.50 2.75 2 0 .5 0
Inference safari is no.4 with total of 20.50 luxuries and convenience is good followed by appearance, seating and design engineering and interior.
Table 38 for Bolero

D E S IG N , P E R F O R M A N C Eta l o f to S H O W R O O M E N G IN E A N D & E N G I N E E R I N GF U E L E C O N O M v g . o f aY F O R M N O . T R A N S M I S S IS A F E T Y U X U R Y A P P E A R A N C O N V E N I E N C E A T I N G N D I N T E R I O R N D H A N D L I Nfe a tu r e s ON L CE SE A A G B O L ERO 1 2 2 2 2 1 1 1 2 B O L ERO 2 1 4 2 4 1 1 1 1 B O L ERO 3 3 1 3 4 1 1 3 2 B O L ERO 4 4 4 4 5 5 4 4 3 B O L ERO 5 2 4 5 4 4 1 3 3 B O L ERO 6 4 4 5 5 4 4 5 4 B O L ERO 7 5 5 4 4 5 5 5 5 B O L ERO 8 6 1 6 5 1 0 6 6 B O L ERO 9 6 4 6 5 3 4 4 4 B O L ERO 10 3 2 3 2 3 4 4 4 B O L ERO 11 4 5 2 5 3 3 5 4 B O L ERO 12 3 3 3 3 3 3 4 4 TOTAL 43 39 45 48 34 31 45 42 AVG. 3 .58 3.25 3.7 5 4 .00 2.83 2 .58 3.75 3.50 2 7 .2 5
Inference bolero is no.5 with total of 27.25. Dealers ranked seating as the best feature followed by convenience and safety.
Table 39 for TATA Sumo

D ES IG N , P E R F O R M A N Cto ta l o f E S H O W R O O M & N G IN E A N D E E N G I N E E R IN G F U E L E C O N O MaY g . o f v F O R M N O . T R A N S M IS S IO N F E T YL U X U R Y A P P E A R A N C E N V E N IE N CS E A T I N GA N D I N T E R IO RA N D H A N D L IN G a tu re s SA CO E fe S UM O 1 3 4 3 3 3 3 2 2 S UM O 2 2 3 4 2 4 5 3 2 S UM O 3 4 1 3 4 1 1 4 2 S UM O 4 3 4 4 5 3 3 5 2 S UM O 5 3 5 6 5 4 4 3 2 S UM O 6 5 5 5 4 4 3 3 4 S UM O 7 3 3 5 5 3 4 4 4 S UM O 8 6 1 6 6 0 0 6 4 S UM O 9 6 2 6 4 5 6 4 4 S UM O 10 4 3 4 3 4 4 5 4 S UM O 11 4 3 3 4 5 4 4 3 S UM O 12 3 2 3 4 3 3 2 4 TOTAL 46 36 52 49 39 40 45 37 AVG. 3 .8 3 3.00 4 .3 3 4 .0 8 3 .2 5 3 .3 3 3.75 3 . 0 8 2 8 .6 7
Inference bolero here also lost the battle with total of 28.67.
Total of avg. of feature Car s

30 25 20 total of 15 avg. 10 5 0 total of avg.of features total total of avg. of features innova scorpio tavera safari bolero sumo
Innova no.1 13.67 Scorpio no.2 18.83 Tavera no.3 19.67 Safari no. 4 20.5 Bolero no. 5 27.25 Sumo no. 6 28.67
So Innova is no.1 in features ranking by Dealers, Scorpio no.2 followed by Tavera, Safari, and Bolero And Sumo.
Table 40 sales of Innova Car Tavera Showroom T & T motors ltd. A2/5, Safdarjung No. Of cars selling per month (approx figures) 350
Enclave, New Lucknow Tavera 110 029. AUTOVIKAS 12-A, Shivaji Marg, Tavera New Lucknow 110015. APEX AUTO 64-65, Udyog Vihar, Phase Tavera Haryana. REGENT AUTOMOBILES B1/H1, operative Mohan LTD. Co4, Gurgaon, 350+ 125 60 70
Industrial
Estate, Mathura Road, New Lucknow - 110044 Total sales of Tavera 885 approx figure.
Table 41 sales of Innova Innova UTTAM TOYOTA 95, Patparganj Industrial 1000
Innova
Area, Lucknow 110092 GALAXY TOYOTA 500 approx Tsg complex, 69/1-A, Moti
Najafgarh
Road,
Nagar, New Lucknow Innova 110015 MGF TOYOTA SALES AND SERVICE Plot No. 48, Phase 4, Sector 18, Udoyg Vihar, Innova Gurgaon. SOUTH DELH TOYOTA A-22, operative Estate,Mathura Innova Mohan Co 100 70
Industrial Road,
New Lucknow - 110044 UTTAM TOYOTA A11, 100 Meerut Road, Industrial Area, Ghaziabad. Total sales of innova 1770 Approx figure
Table 42 sales of mahindra and bolero Car Mahindra Showroom BHASIN No. Of cars selling per month (approx figures) MOTORS 125
(INDIA) PVT. LTD. N 12 South Ex. Part 1, New Lucknow Mahindra 110049 SKY AUTOMOBILIES 1E/11, Tirath Swami Ram Nagar, LINE 15-20
Jhandewalan Extension, Mahindra New Lucknow 110055 SRI DURGA 150 AUTOMOBILIES 55, Rama Road, New Lucknow 110015 Total sales of BOLERO 295 & SCORPIO APPROX FIGURES
SALES OF CARS
2000 TO TAL SALES 1500 innova 1000 500 0 SALES TOTAL scorpio tavera
INNOVA IS HAVING HIGHEST SALES IN LUCKNOW REGION.
Marketing approach adopted by the companies Inference Out of 4 GM showrooms 2 said that their company is doing segment marketing while rest 2 dealers said their company is doing individual and local marketing respectively. Out of 3 dealers of Mahindra 2 said that their company is doing segment marketing while one dealer said that they are doing local marketing. Out of 5 dealers of Toyota 3 said their company is doing segment marketing while one dealer said that they are doing individual marketing and the last dealer said that they are doing local marketing.
Use of car
company GM TOYOTA MAHINDRA
personal use commercial use 3 4 4 4 3 0
Inference Out of 4 GM dealers 3 said that their car is used for both personal as well as commercial purpose. All the 5 Toyota dealers said that their car is used for both personal as well as commercial purpose. All 3 Mahindra dealers said that their car is used for personal use only.
Purpose of usage
Company GM MAHINDRA TOYOTA
Use of top management 2 3 5
Transportation 2 1 4
For BPO sector 4 2 5
Inference Toyota innova is used for commercial purpose, out of 5 dealers of Toyota said 4 said that it is used for transportation purpose while all the 5 dealers said it is used for top management and BPO sector.
GM Tavera is used mostly for BPO sector according to 4 dealers of GM. Only 2 dealers out of 4 said that Tavera is used for top management and transportation purpose. Personal usage Business Office use Family rider Vacations purpose 4 1 0 1 3 3 2 1 4 5 4 3 Sporty vehicle 0 1 3
Company GM MAHINDRA TOYOTA
Inference 4 GM dealers said that Tavera is mostly used by personals for official use.
All the three dealers said that it is used for office and family use.
All the 5 Toyota dealers said that families use it. So Innova is proving itself to be a good family rider.
Punch line correlation All these 12 dealers said that yes consumers correlate the punch line of advertisement while sensing the brand name of the company.
Power of brand name in attracting customers Company High Medium Low GM 1 3 0 MAHINDRA 3 0 0 TOYOTA 5 0 0
Inference Out of 4 dealers of Tavera 3 said that that Brand Name of CHEVROLET is having medium power in attracting customer only one dealer said that it is having high brand power. All the 5 dealers of Toyota said that Toyota is having high brand image in attracting customers. All the three dealers of Mahindra said that mahindras brand name is high in attracting customers.
Distribution strategy
All the 12 dealers said that their showrooms are dealership under guidance of their respective companies. So distribution strategy of these 3 companies is company to dealers.
Sales promotion free festival offers accessiories free gifts 1 3 3 0 0 1 1 0 4
company discounts GM 2 MAHINDRA 1 TOYOTA 3
offers 3 0 2
Inference Out of 4 dealers of GM 2 said that they offer discounts, 3 said that they give offers, 3 said that they give festival offers, 3 said that they offer free gifts and only 1 dealers said that they provide free accessories to their customers. Out of 3dealers of Mahindra 1 said that they offer discounts, 1said that they offer festival offers to customers. Out of 5 dealers of Toyota 3 said that they offer discounts, 2 said that they give offers, 4 said that they give festival offers, and only 1 dealer said that they provide free accessories to their customers. So Innova is having best sales promotion out of its competitors (GM and Mahindra). Advertising in print media
C o m p a n yn e w s p a pm a g a z i nje s r n a m a i l e r s p a m p h l eyts l l o w p a g e s er ou ls e GM 4 4 1 3 3 2 M A H IN D R A 3 1 0 0 0 0 TO YO TA 5 4 2 4 2 1
Inference Out of 4 dealers of GM 4 dealers said that they advertise their product in news paper, 4 said that they advertise in magazines, 1 said that they advertise in journals, 3 said that they advertise in mailers, 3 said that they advertise through pamphlets and 2 said that they advertise through yellow pages. Out of 3 dealers of Mahindra 3 dealers said that they advertise their product in newspaper, 1 said that they advertise in magazines. They dont do advertising through other modes. Out of 5 dealers of Toyota, all the dealers said that they advertise their product in news paper, 4 said that they advertise in magazines, 2 said that they advertise in journals, 4 said that they advertise in mailers, 2 said that they advertise through pamphlets and 1 said that they advertise through yellow pages. So Toyota is having advertisement in all modes of print media, GM is ok, but Mahindra is not having ads in all modes of print media. They should also advertise through other modes of advertising also.
Advertising in electronic media
Com pa ny GM M AHINDRA TOYOTA
TV 1 2 4
ra dio w e bsite cine m a 0 1 0 0 0 2
a ds 1 0 0
Inference -
Each GM dealer said that they are having advertisement in TV, radio, websites and cinemas.
Two dealers of Mahindra said they are having advertisements on TV channels.
Toyota is having advertisements on TV (the Aamir Khan ad), 2 dealers also said that their companies are having ads on various websites.
I dont know why these companies are not having ads on radio because radio is the medium that reaches to lower class of society also though lower class is not the target customer for these companies but if these companies will advertise through ads on radio then even the lower class will know about the company and the product and these lower class people can tell their view on companys product to their friends and relatives who belong to upper middle class or higher class of society.
So these lower class & middle class customers can recommend products to other people or their friends.
Advertising budgets of these showrooms dealers did not tell me the exact figure of advertising budget but when I requested them to tell approx budget of advertising they told me some avg. figurers.
car show room tavera T & T motors ltd. tavera AUTOVIKAS tavera APEX room car show AUTO tavera UTTAM TOYOTA Innova REGENT AUTOMOBILES LTD total GALAXY TOYOTA Innova
Innova Innova Innova
advertising budget approx. figures (per month) 50000 advertising budget 90000 approx. figures (per 50000 month) 50000 3-4 lakhs did not tell240000 budget
70000 did not tell budget 50000 440000
MGF TOYOTA SOUTH DELH TOYOTA UTTAM TOYOTA Ghaziabad.

total
car show room BHASIN MOTORS (INDIA) PVT scorpio SKY LINE AUTOMOBILIES bolero SRI DURGA AUTOMOBILIES scorpio
toal budget
advertising budget approx. figures (per month)
50000 as per co. policis 50000

100000
advertising budget
500000 400000 budget 300000 200000 100000 0 advertising budget total GM MAHINDRA TOYOTA
So Toyota is having highest budget of advertising per month GM is no.2 and Mahindra should iLucknowease their advertising budget so as to
iLucknowease the sales of Scorpio and Bolero.
advertising MAHINDRA GM company budget TOYOTA 500 240000 1500 1000 GM 500 100000 1000 1000 MAHINDRA 800 440000 1000 1000 TOYOTA 500 1000 1000 total incentive 1800 4000 5000
Incentives offered by these 12 dealers to their sales force 1800/3 = 600 4000/4= 1000 5000/5= 1000 MAHINDRA GM TOYOTA
incentives offered by companies
5000 4000 incentive 3000 2000 1000 0 MAHINDRA GM TOYOTA Series1 Series2 Series3 Series4 Series5 Series6
So Toyota wins the race by offering 5000 as incentive to its sales force. GM offers 4000 and mahindra 1800. The problem is that Toyota is having 5 dealers while mahindra is having 3 and GM having 4 dealers, but if we take the average of these incentive amounts then Toyota and GM both are doing well to motivate their sales force.
Table 43 Correlation between sales and advertising budget

x 350 70 125 350 125 20 150 100 500 70 100 100 2060 y 50 90 50 50 50 50 50 100 50 60 50 50 700 x -m e a n o f xy -m e a n o f y 178.34 -8 . 3 3 -1 0 1 . 6 6 3 1 .6 7 -4 6 . 6 6 -8 . 3 3 178.34 -8 . 3 3 -4 6 . 6 6 -8 . 3 3 -1 5 1 . 6 6 -8 . 3 3 -2 1 . 6 6 -8 . 3 3 -7 1 . 6 6 4 1 .6 7 328.34 -8 . 3 3 -1 0 1 . 6 6 1 .67 -7 1 . 6 6 -8 . 3 3 -7 1 . 6 6 -8 . 3 3 (x -m e a n o f x(y -m e a n o f y(x -m e a n o f x )* (y -m e a n o f y ) )^2 )^2 3 1 8 0 5 .1 6 6 9.3 9 -1 4 8 5 . 5 7 1 0 3 3 4 .7 6 10 0 2.9 9 -3 2 1 9 . 5 7 2 1 7 7 .1 6 6 9.3 9 388.68 3 1 8 0 5 .1 6 6 9.3 9 -1 4 8 5 . 5 7 2 1 7 7 .1 6 6 9.3 9 388.68 2 3 0 0 0 .7 6 6 9.3 9 1263.33 4 6 9 .1 6 6 9.3 9 180.43 5 1 3 5 .1 6 17 3 6.3 9 -2 9 8 6 . 0 7 1 0 7 8 0 7 .1 6 6 9.3 9 -2 7 3 5 . 0 7 1 0 3 3 4 .7 6 2 .7 9 -1 6 9 . 7 7 5 1 3 5 .1 6 6 9.3 9 596.93 5 1 3 5 .1 6 6 9.3 9 596.93 2 3 5 3 1 6 .6 7 3 3 6 6 .6 7 15496.60
TO TAL
So X is was sales and Y is budget Budget was in 1000 like 50000, 100000 in total budget was 700000 and it was divided by 1000 then further calculation is done on this 700 amount.
Mean of x = 2060 / 12 = 171.66 Mean of y = 700 / 12 = 58.33 or 700000/12 = 5833.33 15496.60 Nor r = --------------------------- = 15496.66/28146.63 = .5505 | 235316.67*33.66.67 (x-mean of x)*(y-mean of y) ---------------------------------235316.67*3366.67 = 792233573.388 Then under wood of 792233573.388 is calculated. That is 28146.63
High degree of positive correlation if found out - .5505 So if advertising expenditure will go up sales will also go up.
Regression analysis
Regression line of y on x:
Byx = sum of (x-mean of x)*(y-mean of y) ------------------------------------------Sum of (x-mean of x)^2
= 15496 .60/235316.67 = .065
(Y-mean of y) = Byx (X- mean of x) = Y- 5833.33 = .065X - .065*171.66 = Y 5833.33 = .065 X 11.1579 Y = .065X 11.1579 +5833.33 Y = .065X + 5822.17 ------------------------------------ equation 1
Regression line of x on y:
Bxy = sum of (x-mean of x)*(y-mean of y) ----------------------------------------------------
Sum of (y-mean of y)^2
= 15496.60/3366.67 = 4.602
(X-mean of x) = Bxy (Y- mean of y) X-171.66 = 4.602 (Y- 5833.33) X-171.66 = 4.602 y 26844.98 X = 4.602y 26844.98 + 171.66 X = 4.602 Y- 26673.32-------------------------------equation 2
In the 1st equation we can find out that what should be the advertising budget if sales is given. And from equation 2 we can find out that what should be the sales amount if advertising budget is given.
CONCLUSION
CONCLUSION
In this era of tremendous competition between these cars it is not easy to survive for existing players, then how a new company can come and survive in this segment of luxury cars cum jeeps. Now comes the question to the mind that who is no.1 in this segment of 7 cars? If we see from customers perspective the no.1 rank goes to TAVERA followed by INNOVA and SCORPIO. But this is the response of just 100 customers so the result might vary if we take a sample size of 1000 customers. In that case INNOVA may come 1st. so results will change according to sample size of study.
Now if we take response of 12 dealers of these 3 cars in our mind then INNOVA is no. 1 followed by SCORPIO and TAVERA. Now if we increase the size of dealers then result may change. It might be the case that TAVERA may come first if we change the sample size of dealers. So the thing is that result may change according to change in the sample size. It is not easy to change customers perception and dealers view. What the customers think of a car? This question is really difficult to answer. I tried my level best to get into the mind of customers but it is not easy to take true response out of a customers mind. Dealers response was really good in this study. At some places I found customers to be very confused. Customers also gave biased responses to some answers because a customer thinks his or her car to the best one. Comparatively if we see INNOVA and TAVERA both are doing well. At some places INNOVA is no. 1 while TAVERA wins the race at some other points. SCORPIO is also having its own place in the mind of customers. I
have also included 4 other cars in this study QUALIS, SUMO, and SAFARI & BOLERO. QUALIS is also having good share in the market, but the problem is that QUALIS is closed down by TOYOTA motors. What I felt from customers responses that if QUALIS would have been in the market at present, I am damn sure that it must be no.1 car. Even a customer of TAVERA told me that if QUALIS were again launched in the market no one would go for INNOVA & TAVERA. QUALIS is closed down by TOYOTA motors so that the prospective customers of QUALIS can shift to INNOVA. INNOVA is a substitute of QUALIS in the market. TAVERA and SCORPIO would really have to work hard to compete with INNOVA. SUMO & BOLERO are almost out of the market. SAFARI is on no ones mind.
RECOMMENDATIONS
RECOMMENDATIONS
INNOVA is doing well in market. But the only thing that TOYOTA should keep in mind that it is easy to reach at no.1 position than to remain at no.1 position. It might be the case that INNOVA is no.1 today but tomorrow some other company can come to no.1 position. So there are some points, which not only should TOYOTA keep in mind, but other companies should also focus on these points Constant updation of their product. Competitors product and their strategy to win INNOVAS customers. Constant work on brand promotion and market integration. Always try to be on top. Always have a feeling of their major competitor especially
CHEVROLET TAVERA. Advertising should be for all the periods, all the seasons and for all the prospective customers. Always try to attract new customer by hook or by crook. Toyota motors should try and built brand loyalty in the mind of a general customer. Companys aim should be not only to sell their product but to also give customer full satisfaction with full value for their money. Customers choice depends on their perception, their standard of living and their life style. Companies should try to influence prospective customers by the way they think. First get into the mind of customer then push him or her to make the final decision of purchase. This is possible only if advertising is effective. Advertising is the important link
between a prospective customer and the company, so it should be influencing. I have seen a very good advertisement of INNOVA on TV. Even the customers of SCORPIO & TAVERA have seen the ad and they are very much impressed with advertisement, so it is a good point that customers of TAVERA and SCORPIO enjoyed advertisement of INNOVA. This is exactly what TAVERA AND SCORPIO should do. For effective advertising proper planning of brand promotion is required. SCORPIO and TAVERA can also hire some celebrities like Aamir Khan is the brand ambassador of INNOVA. Recently TAVERA hired Zaheer Khan and speed star Irfan Pathan. So TAVERA is working on brand promotion. SCORPIO is having a very good brand name of MAHINDRA & MAHINDRA but they are playing in the market haphazardly. What I found at MAHINDRA showrooms that their sales force is not very convincing, dealers should try and prepare a decent work force for so that they can impress their customers and sell their product. MAHINDRA SCORPIO can also hire for some actor or a sports star so as to promote their car. Other wise SCORPIO is also having good look and appealing feature. SCORPIO is not very much used for commercial purpose like that of INNOVA & TAVERA, so MAHINDRA should try to promote their brand as a commercial vehicle. People think that SCORPIO is a jeep for personal purposes.
BOLERO is really suffering a lot, and how to compete with brands like INNOVA, I think MAHINDRA again has to work a lot on BOLEROS advertising part and they should reposition their product into the mind of customers. STP approach segmentation, targeting and positioning should be revised by MAHINDRA. Price of MAHINDRAS cars is very competitive, its a good point for MAHINDRA.
TATA again a huge brand name but SUMO & SAFARI are not performing well. I think TATA having a lot of impression on INDIAN minds have to just make their customers remember their brand name. TATA can do very well if they re launch SUMO & SAFARI with a different approach. SAFARI is having good name and features but when INNOVA is a competitor it is really difficult to survive.
TOYOTA is very innovative and that is what TATA should do. TATA is very old brand name but the problem is that they stick to their old marketing strategies; TATA should re innovate their product and should come with solid & competitive marketing strategies.
LIMITATIONS
LIMITATIONS
Though the present study aimed to achieve the above-mentioned objectives in full earnest and accuracy, it was hampered due to certain limitations. Some of the limitations of this study may be summarized as follows: -
Locating the target customers of the cars were very time consuming. 100 were the sample size in this study. So I had to contact 100 customers and when asked from the dealers for their customers
database they straightly denied me. So I had to catch the customers of Tavera, Innova and Scorpio on the general places car parking and hotels. The selection of customers to cover the various strata of the society was tedious and time consuming. Getting accurate responses from the respondents due to their inherent problems were difficult. They were partial, and refused to cooperate. Some respondents were not at home so had to be re-contacted, and some others responded by proxy. Some gave their business cards and I had to contact them through phone. I had to travel a lot to get the responses from the dealers and the customers. Dealers were located all over LUCKNOW I got their address from Internet. The survey was costly and tedious. shopping malls,
BIBLIOGRAPHY
Bibliography
Books Marketing Management Advertising and Integrated Brand Promotion Quantitative methods Principles of advertising by ICFAI publication by ICFAI publication
Web sites visited www.rediffusiondyr.com www.google.com www.altavista.com www.dogpile.com www.toyota.com www.gm.com www.mahindra.com www.tata.com www.advertising.com www.jwt.com

Comparative Analysis of GM S Tavera With Mahindra S Scorpio and Toyota S Innova

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Comparative Analysis of GM S Tavera With Mahindra S Scorpio and Toyota S Innova

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RESEARCH PROJECT

COMPARATIVE ANALYSIS OF GM'S TAVERA

WITH MAHINDRA'S SCORPIO AND TOYOTA'S INNOVA

ABOUT THE TOPIC

INDUSTRY & COMPANY

COMPARATIVE ANALYSIS OF THE TAVERA, INNOVA AND SCORPIO

Tavera. New Tavera. To drive your business ahead.

Innova is a stunner in itself. There's a great

balance between storage space and the designed

and attractive instrument panel driving. which makes

(GOA) developed own

which exceed those of most countries of the

absorbing materials, help to minimize injury to

for superior performance and exceptional fuel

specially tuned for Indian conditions, generates rpm and

Sportz Turbo 2.6 SLX

Sportz Turbo 2.6 SLX

Turbo Turbo 2.6 DX

2.6Sportz Turbo 2.6 SLX

Sportz Turbo 2.6 SLX

9 Seater 8 Seater 7 Seater

Some of the steps of research methodology -

In this project I have divided my study in three phases

Analysis of customers response

30 25 20 15 10 5 0 Tavera Innova Scorpio Quails Safari Bolero Sumo

Sporty look and

Utility the vehicle

of New trends cars

Any other in reason

Tavera Innova Scorpio Quails Safari Bolero Sumo total

sporty look and interior

mileage as a driving force

utlity of the vehicle

tavera innova scorpio qualis safari bolero sumo total

new trends in cars segment.

Relationship marketing and satisfaction level given by customer -

Total of satisfaction rating Avg. of total satisfaction = -------------------------------No. Of features (6)

then satisfaction level is low.

car safari 1 safari 2 safari 3 safari 4 safari 5

reactive accountable proactive partnership 3 4 4 3 3 3 4 4 3 5 4 5 3 4 4 4 2 2 3 3 14 18 19 19

Table 4 relationship marketing and avg. satisfaction given by each customer

tavera tavera tavera tavera tavera

2.67 3.33 2.50 3.17 3.33

accountable proactive partnership 3 3 2 4 3 4 2 3 3 4 2 4 2 3 4 2 4 5 2 3 4 2 3 5 3 3 4 3 2 2 2 3 3 2 4 5 3 3 4 2 3 4 2 4 4 38 46 57

accountable proactive partnership 4 3 4 4 2 5 3 4 4 3 2 4 4 4 5 3 2 4 3 2 4 2 4 3 1 2 4 2 3 4 3 3 4 3 4 4 2 2 4 3 3 4 3 4 4 1 3 5 2 3 3 2 3 5 2 4 3 1 5 2 51 62 79

innova innova innova innova innova innova

3.50 2.50 3.00 2.83 3.00 2.67

accountable proactive partnership 2 3 4 2 2 4 2 3 2 3 3 3 3 3 5 2 2 4 3 3 2 3 4 3 2 2 4 3 5 5 3 5 5 28 35 41

scorpio scorpio scorpio scorpio scorpio scorpio

3.17 3.00 3.33 3.33 3.00 3.17

accountable proactive partnership 4 5 4 4 4 4 5 4 4 4 4 4 4 4 5 3 2 5 3 4 5 2 4 3 4 3 4 4 2 4 2 4 4 2 4 4 2 4 4 2 2 4 2 3 5 2 2 3 1 4 5 50 59 71

Qualis 21 Qualis 22 Qualis 16 Qualis 17 Qualis 19

2.83 1.83 2.83 2.67 2.50

Table 8 relationship marketing and avg. satisfaction given by each customer

Table 9 relationship marketing and avg. satisfaction given by each customer

re a ctive a cco u n ta b le p ro a ctivep a rtn e rsh ip 4 5 5 4 3 4 3 3 7 9 8 7

(for TATA Sumo)

Features rankings given by the customers -

Table 10 for features of safari, sumo & bolero

D ES IG N , P ER F O R M A N C E EN G IN EER IN F U EL EC O N O M Y G A N D IN T ER IOA N D H A N D L IN G R 5 5 5 3 3 3 5 5 5 5 5 4 4 3 5 22 21 22 4.4 4 .2 4.4 5 3 8 4 4 5 5 4 6 4 28 4. 67 3 5 8 4 4 5 5 3 6 4 27 4.5 0 5 5 10 5 5 4 5 4 6 5 29 4.83

Table 11 for features of tavera -

ENGINE AND TRANS M IS S ION 2 2 3 3 4 1 2 2 2 3 3 4 3 3 2 1 2 2 3 2 49 2.45

E(13)=6420/100=14.08 E(47)=6471/100=45.44 E(4)=64*7/100=4.48

E(9)=3622/100=7.92 E(24)=3671/100=25.56 E(3)=36*7/100=2.52