A PROJECT REPORT ON CONSUMER BEHAVIOR

By J.SHANKAR YADAV H.T.No (09141E0037) IN TATA MOTORS AUTO FIN LIMITED

CONSUMER BEHAVIOR:
Buyers needs, characteristics and decision making process interact with the stimuli created
by the environment and marketers and buying decisions are made by the buyers. Hence marketers have to understand what happens in the buyers consciousness between the arrival of outside stimuli and the buyers purchase decision. The field of consumer behavior studies how consumers (individuals and groups) select, buy, use, and dispose of goods, services, ideas to satisfy their needs. To understand the consumers in the target market, marketing managers rely on the 7 Os framework of consumer research. 7 Os: Occupants, Objects, Objectives, Organizations, Operations, Occasions, Outlets Who constitutes the market? Occupants What does the market buy? Why does the market buy? Objects Objectives

Who participates in buying? Organizations

How does the market buy? Operations

When does the market buy? Occasions Where does the market buy? Outlets

OBJECTIVES:
To know the factors influencing on after sales service of the Tata motors in auto fin ltd

To understand the psychology and behavior of customers towards purchase of motor

products. To know the various forces that drives the consumer towards the motor products. To know the most effective media for promoting the product. To know the various problems that generally encountered by the customers of auto fin ltd. To suggest some measures to improve the efficiency and performance of services offered by auto fin ltd

SCOPE OF THE STUDY:

Under the Title Consumer behavior in Hyderabad and Secundrabad city, The Study mainly concentrates on around awareness, opinion and level of satisfaction of the products. The study mainly concentrates on consumer behavior. The study also tries to find our

level satisfaction. The impact of customer is analyzed so as to find out the satisfaction
towards motor products. The study is restricted to certain area. So it could not give an accurate picture about Andhra Pradesh or India.

RESEARCH METHODOLOGY:
Methods of data collection Primary data Secondary data Primary data: The primary data are those, which are collected fresh and for the first time and thus happen to be original in character. Primary data are collected through Mail survey and direct interviews Mail survey: The questionnaire is send to the employee through the mail and the required data are collected for the research work. Direct interviews: Some of employees have not responded to the questionnaire, so for those employees, direct interviews have been conducted to get the information required. Secondary data: Secondary data are those, which have already been collected b some one and which have already been passed through statistical process. The secondary data have been collected from following ways. Books: The information, which are required for the review of literature and research methodology and sampling technique. Journals: Journals are used for finding out new ideas and information required for the research work. Internet: Internet has been used to get more information for the research form various web sites, to explore new ideas to be implemented in the statistical tools and review of literature. Magazines: Magazines have been used to get new method for evaluating the training needs.

LIMITATIONS:
The survey done is limited only to the Hyderabad region, so there is limited scope in understanding the preference of choice of other areas. The Preference of people may be subjected to other conditions which are be not included in

the project.
The time limit which is taken to complete the project is very limited, that is only 45 days, so there is limited scope for extensive study. Satisfaction with the investment policies. Identification of intention to invest TATA Motors. Identification of service Performance level.

AUTOMOBILE INDUSTRY :
India is emerging as a global automobile giant. In recent years this industry has made pioneering efforts in adopting modern technology and allowing the entry of foreign players. This is well supported by the economic conditions particularly in the financial

sector and in foreign direct investment. During the last decade, conscious efforts have been
made to fine-tune state policy to enable the Indian automobile industry realizes its potential to the fullest. The freeing of the industry from this restrictive environment has helped it to

itself to global development. The first six months of the current financial year saw that sales and production of vehicles (cars and utility vehicles) have gone up. Domestic sales of passenger vehicles rose by 32 percent during first six months of this fiscal compared to the corresponding previous period.. Sales of motorcycles, the largest selling sub-segment of two-wheelers, grew by 6.7 per cent during the same period. And, cumulative sales of the commercial vehicles segment as a whole also went up by about 18 percent. The growth in the sale of commercial vehicles is closely depending on two factors like Agricultural freight movement and Industrial freight movement.

ORGANIZATION PROFILE
Tata Motors Limited is Indias largest automobile company, with revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the worlds fourth largest truck manufacturer, and the worlds second largest bus manufacturer. Established in 1945, Tata Motors presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The companys manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh) and Pantnagar (Uttarakhand). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company is establishing two new plants at Dharwad (Karnataka) and Sanand (Gujarat). The companys dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India.

COMPANY PROFILE
Brief History of AUTO FIN LIMITED HYDERABAD The AUTOFIN LIMITED was established in November, 05, 2005. They are the authorized

Dealers for all kinds of TATA Cars in the territory of Andhra Pradesh. The chairman of AUTOFIN

CONSUMER BUYING BEHAVIOUR:

The term consumer behavior refers to the behavior that consumers display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. To study the consumer behavior they will consider what thy buy, when the buy, why they buy,

where the buy, how often they buy and how often they use it. What kinds of consumers think of motor
car? Consumer behavior developed as a separate marketing discipline. Marketers had long rated

that consumers did not always act or react marketing theory would suggest. The size of the consumer
market in this country was vast and constantly expanding. Billions of dollars were spent of goods and services by tens of millions of people. Consumer preference was changing under highly diversified

conditions. Even in industrial markets, where needs for goods and service were always more
homogeneous than in consumer market. Buyers exhibiting diversified preferences and less predictable purchase behavior.

1.How do you know the TATA four wheeler? a) By Add b) By Media c) By Paper
S.No How you know No. of Respondents Percentage

1 2 3
Total No. of Respondents

By Add By Media By Paper

100

24 65 11

28 68 14
100%

70 60 50 40 30 20 24

65

11 10 0 By Add By Media By Paper

Interpretation: Through media and advertisement 89% of the consumer knows about the TATA product so they should give advertisements on electronic media, to improve the sales.

2. Who influence your car purchasing? a) Relatives b) Friends c) Brand Ambassadors

S.No 1 2 3 Influence by Relatives Friends Brand Ambassadors By Adds 4 Total No. of Respondents

d) By Adds
No. of Respondents 40 40 4 Percentage 40 40 4 16 16 100 100%

45 40 35 30 25 20 15 10 5 0

40

40

16

Relatives

Friends

Brand Ambassadors

By Adds

Interpretation: From the survey conducted it is observed that 40% of the respondents influence by relatives ,40% of respondents influence by friends ,4% of respondents influence by brand ambassadors and 16% of respondents influence by adds.

3. Which mode you purchase the TATA four wheeler? By Cash b) By Check c) BY Finance
S.No 1 2 Mode of purchase By Cash By Check No. of Respondents 40 40 Percentage 40 40

d) By Loan

3
4

BY Finance
By Loan

4
16 100
40

4
16 100%

Total No. of Respondents

40 40 35 30 25 20 15 10 5 0 By Cash By Check

16

BY Finance

By Loan

Interpretation: From the survey conducted it is observed that 40% of the respondents Purchase by Cash ,40% of respondents Purchase by Check ,4% of respondents Purchase by finance ambassadors and 16% of respondents Purchase by Loan.

4. What is the positive factor of TATA four wheeler? Size b) Price c) Mileage d) Style
S.No 1 2 Factor Size Price No. of Respondents 10 4 Percentage 10 4

3
4

Mileage
Style

76
10 100

76
10 100%

Total No. of Respondents

80 70 60 50 40 30 20 10 0 Size Price 10 4

76

10

Mileage

Style

Interpretation: According to survey 76% of the people said TATA four wheeler give more mileage. So they try to improve the other facilities also.

5. What is the Negative factor of TATA for wheeler? Size b) Price c) Mileage d) Style
S.No 1 2 3 4 Factor Size Price Mileage Style No. of Respondents 52 36 4 8 100 Percentage 52 36 4 8 100%

Total No. of Respondents

60 52 50 40 30 20 10 0 Size Price Mileage Style 8 4 36

Interpretation:

Form the survey 52% of the respondents said that size is the negative factor of TATA four wheeler, so if they improve the size it will no 1 in the world.

6. Rate the technology which used in your TATA cat compare with other cars? a) Very well b) Moderate c) Very poor d) equal
S.No 1 2 Technology Rate Very well Moderate No. of Respondents 70 10 Percentage 70 10

3
4

Very poor
Equal

8
12 100

8
12 100%

Total No. of Respondents

70 70 60 50 40 30 20 10 10 0 Very well Moderate

12

Very poor

Equal

Interpretation: It was observed that 70% of the respondents said that TATA use very well technology in four wheeler, so its better to keep up.

7. In your opinion rate each brand interims of your references? A) TATA b) MARUTHI c) FORD HONDA
S.No 1 2 opinion rate TATA MARUTHI No. of Respondents 70 14 Percentage 70 14

d)

3
4

FORD
HONDA

6
10 100

6
10 100%

Total No. of Respondents

70 70 60 50 40 30 20 10 0 TATA MARUTHI 14

10 6

FORD

HONDA

Interpretation: It was observed that 70% of consumers said that TATA is the No.1 Brand in the world.

8. Do you think your cat gets second sale value? a) Yes b) NO

S.No 1 2 Second sale value Yes No No. of Respondents 78 22 100 Percentage 78 22 100%

Total No. of Respondents

22%

Yes No

78%

Interpretation: From the data collected 78% of the people said TATA product gives second sale value also.

9. Which quality attracts you to by TATA four wheeler? a) Image in society b) Brand Name c) Conformability
S.No 1 2 3 Quality Image in Society Brand Name Conformability No. of Respondents 12 68 20 100 Percentage 12 68 20 100%

Total No. of Respondents

Comfortabulity

20

Brand Name

68

Image in Society

12

10

20

30

40

50

60

70

80

Interpretation: It was observed that 68% of the consumers give TATA brand name attracts them. If they improve the comfortability in TATA four wheeler it is the No.1 in the world.

10. Servicing and spare parts availability of your TATA Motors? a) High b) Moderate c) Low
S.No Spare Parts Availability 1 2 3 4 High Moderate Low It Depends 60 8 12 20 100 60 8 12 20 100% No. of Respondents Percentage

d) It Depends

Total No. of Respondents

It Depends 12

20

Low 8

Moderate

High 0 10 20 30 40 50

60

60

Interpretation: From the survey conducted 60% of the people said spare parts of the TATA product is high cost. So it is better to give service in less cost.

11. How could you rate the overall performance of TATA motors? a) Excellent b) Very good c) Good
S.No Overall performance 1 2 3 4 Excellent Very good Good Average 43 39 14 4 100 43 39 14 4 100% No. of Respondents Percentage

d) Average

Total No. of Respondents

4% 14%

43%

Excellent Very good Good Average

39%

Interpretation: From the survey 49% of the consumers rate the performance of the TATA product is Excellent, 39% of the consumers rate very good and 14% of the consumers rate good.

FINDINGS:
Most of the consumers know about the Brand through electronic media. Many of the consumers says service and spare parts cost is high. Most of the people choose finance mode to purchase the product. TATA product gives more mileage compared with others. It gives second sale value also Finally the Consumer Buying Behavior towards company service is good.

SUGGESTION/RECOMMENDATIONS:
To make the vehicle more spacious inside.
To improve the comfortness in the vehicle. Skilled and experienced persons should be provided at service center, so that problems of the vehicle should be resolved completely. Engine capacity should be increase, this leads to increase mileage and pickup once when A\C is on. To increase the place for parking at work shop. TATA motors consumers are satisfied. So try to keep up the goodwill already built.

CONCLUSION:

From the above research we can conclude that TATA consumers are satisfied after

purchasing TATA cars, but they should concentrate in the adjustment of price and size & comport
ability of the product. Another important thing is to give frequent advertisement in television, newspaper and magazines to provide awareness of the product introduced. The TATA product consumers are satisfied with the company services. So they should more concentrate in security & comfort ability in four wheelers and so forth should maintain its brand image also. Hence finally we conclude that as the consumers are satisfied with features and also with the service of TATA motors. The company should concentrate on its price, safety and service it should introduce a wide range of products with different features.

QUESTIONNAIRE:
How do you know the TATA four wheeler?

a) By Add

b)By Media

c) By Paper

2. Who influence your car purchasing? a) Relatives c) brand Ambassadors b) Friends d) By Adds

3. Which mode you purchase the TATA four wheeler? a) By Cash c) BY Finance b) By Check d) By Loan

4. What is the positive factor of TATA four wheeler?

a) Size b) Price c) Mileage d) Style

5. What is the Negative factor of TATA for wheeler? a)Size b) Price c) Mileage d) Style

6. Rate the technology which used in your TATA cat compare with other cars? a) Very well c) Very poor b) Moderate d) Equal

7. In your opinion rate each brand interims of your references? a)TATA c) FORD b) MARUTHI d) HONDA

8. Do you think your cat gets second sale value? a) yes b) NO

9. Which quality attracts you to by TATA four wheeler?

a) Image in society b) Brand Name c) Comfortability 10. Servicing and spare parts availability of your TATA Motors? a) High c) Low b) Moderate d) It Depends

11. How could you rate the overall performance of TATA motors?
a) Excellent c) Good b) Very good d) Average

12. I proud be a TATA car owner because?

BIBLIOGRAPHY:
Principles of Marketing Marketing Research Consumer Behavior Services Marketing Magazines : Philip Kotler & Gary Armstrong : : : : : G.C.Beri Leon G Shiftman Adlarian Palmer Auto India Indian Economy

:
Journals :

Business Today

ICFAI General of Marketing : Retail Marketing

Web Sites

:
:

www.tatamotors.com
www.google.com