CONSUMER BUYING
BEHAVIOUR AT TATA MOTORS
Guided By Presented By
Dr. Sreekumar Nikhil Chourasia
Faculty, RIMS Roll No.1806260035
Contents
1. Introduction to Automobile Industry
2. Brief on Tata Motors
3. Dealers Profile
4. Types of Product
5. Flow of Communication
6. Literature Review
7. Objectives of the Study
8. Research of the Study
9. Data Analysis and Interpretation
10. Limitation of the Study
11. Conclusion
12. Bibliography
Introduction to Automobile Industry
It is one of the key driver of the Economy of any country and
same in case of India.
India automobile industry is the 4th largest industry in the world
with increase in sale of 9.5% year on year.
The automobile industry contribute a total of 7% of the GDP.
It contributes 49% of manufacturing GDP.
It also provide 37 million jobs.
Source- www.infoplease.com
Brief on Tata Motors
• Incorporated of Sept 1,1945 as public limited company named
as TATA Locomotive and Engineering Company.
• In 1991, TATA entered the passenger vehicle market with the
launch of Tata Sierra.
• In 2008, the Tata acquired the Jaguar and the Land Rover from
Ford Motors.
• Guenter Butschek is the current CEO of Tata Motors.
• The Tata Motors is also one of the major vehicle supplier to our
countries defence forces and current product include the Tata
armoured Safari.
Dealers Profile
Dealers Profile:- Balram Motors
The director of Balram Motors is Mr. Sourav Mittal. It is
located in Vedvyas, Rourkela. It was inaugurated on December,
2015. It deals with four-wheeler vehicle, which are
manufactured by Tata Motors.
The models which are available here are TATA NEXON,
HEXA, TIGOR, TIAGO, BOLT, ZEST, HARRIER and
SAFARI STORM with their various variants.
The demand for Tata cars are gradually increasing day-by-day
because the cars are having versatile style, incredible
performance and advanced features.
The showroom deals with 10 executives with 3 team-leaders.
The most sold car in the showroom was recorded as Tata
NEXON and Tata TIAGO.
It deals with many financing companies and banks like SBI,
HDFC, Axis Bank, Bank of India, and Tata Finance etc.
According to reviews, customers find the showroom quite more
comfortable for buying cars because its location is quite well as
compared to other showrooms in the city.
TYPES OF PRODUCT
HATCHBACK
CARS
SEGMENT
TATA
TATA
TIAGO
BOLT
SEDAN
CARS
SEGMENT
TATA
TIGOR TATA
ZEST
COMPACT
SUV
SEGMENT
TATA TATA
NEXON HARRIER
SUV
SEGMENT
TATA
TATA
SAFARI
HEXA
STORME
FLOW OF COMMUNICATION
DIRECTOR
GENERAL
MANAGER
SALES BACK OFFICE
TEAM OPERATIONS
TL TL TL H AFTER
A/C ACCESSORIES
1 2 3 R SALES
SE SE SE SE SE S SE SE SE INSURANCE
1 2 3 1 2 E3 1 2 3
Literature Review
• E. Thangasamy & Dr. Gautam Patikar (2014):The marketers do
continually rely on research studies about the dynamic consumer behaviour
to position their product planning and development strategies to meet the
requirements efficiently. In this paper researcher has study about buying
behavior of consumer, the behavior of consumer not same for any locality.
The Behavior of consumer are depend on their income, standard of living,
size of family there are factors influence of consumer buying behavior.
• Rakesh Kumar (December 2013):The term consumer behaviour is defined
as the behavior that consumer display in searching for, purchasing, using,
evaluating and disposing of product, services and ideas that they expect will
satisfy their needs. Consumer behaviour is the process whereby, individuals
decide whether, what, when, where, how, and from whom to purchase goods
and services. Due to the increase in income level and easy finance being
provided by all the financial institutes, the four wheelers sales have been
significantly increased.
• D. ARTHI & K. MALAR MATHI (Oct 2013):Customer playing the three
distinct roles of user, payer and buyer differ in their intention towards buying
a product, some purchase for need, while some purchase for the want of
status, status seeking consumers are those who give much importance to the
non functional attributes of the product such as beauty, attractiveness, brand,
social comparison, prestige etc than the functional attribute. Car a common
means of transport is bought by people not only for the transportation
purpose, it is also bought for comfort, convenience, fun, prestige/status. The
research paper has indicate consumer has buy four wheelers for increasing
the income and to show their status.
OBJECTIVES OF THE STUDY
1. To study the importance of the Consumers buying behavior in
the organization.
2. To study and to analyze the various factors which influence
the Consumer buying behavior in the organization.
3. To study and analyze if the Consumer buying behavior are
mutually benefited to both, the organization and as well as to
the employees.
4. To know market position of TATA Cars in the market.
METHODOLOGY
RESEARCH INSTRUMENT:
• The survey method used to collect the relevant data for the assessment is the
questionnaire method.
RESEACH COLLECTION:
The data collection involves primary and secondary data for the study of
Consumers buying behavior.
PRIMARY DATA AND SECONDARY DATA
PRIMARY DATA:
The primary data was collected through questionnaire survey. Data is gathered by
distributing the questionnaires to the customers of the company.
The questionnaire contains 09 questions covering the aspects of Consumers buying
behavior towards TATA of the organization.
The type of questions used was Close-ended type and Multiple-choice type.
SECONDARY DATA:
The secondary data was collected from the organization.
Most of the data was collected from
o Magazines
o Newspapers
o References
o Books
Data Analysis and Interpretation
1. Comparison between Male and Female
60
MALE 57 50
FEMALE 4 40
30
20
There is huge 10
difference found in the
0
research between Male MALE FEMALE
and Female customer.
2. Comparison between income and types of fuel they prefer in their
car
PETROL DEISEL 30
<5L 26 3
25
5L TO 10L 15 10
20
>10L 2 5
15
It is been found that most 10
of the customer prefer
5
petrol models but with
increase in income they 0
<5L 5L TO 10L >10L
gradually shifts to diesel
variants. PETROL DEISEL
3. You purchase this car because
300
Increase in my income 202
250
Own Safety 200
200
Family Need 245
Lifestyle 220 150
Its been found that most of the 100
customer buys car due to their 50
family need and also they give
0
least importance on buying car Increase in my income Own Safety Family Need Lifestyle
for safety.
4. The sources which influence your car purchase choice
My job position 192 250
Friends 211
200
Family 218
Brand Image 219 150
TV ads 169
Sales staff 187 100
Exchange Offer 193
50
Design 218
Size 224
0
Previous experince
with the brand 158
Through the survey it is been found
that the brand image of TATA
influence its customer the most
whereas the previous experience with
brand is least.
5. Attributes of the Car important for you
Chart Title
SAFETY 295
350
PRICE 241
300
QUALITY 252
250
FUEL EF 247
200
LUXURY 213
150
RE SALE 191
100
DEPENDIBLITY 253
50
AFTE SALE 246
ROAD HN 258 0
MODEL 221
Its been found that the most important
attribute for which customer prefer Tata is the
safety which its vehicle provide and the least
importance is given to the Re-Sale value of the
car.
LIMITATIONS OF THE STUDY
1. The duration of the study was for 45 days in Balram Motors.
2. The study was conducted on the customers of Balram Motors.
3. The tools used for collection of information from the
customers were in the form of questionnaires, as the
respondents will have confidence of anonymity in
questionnaire than in that of interviews.
Conclusion
The Indian automobile market is facing financial crisis and
passing through the period of depression, it is important for car
manufacturer and the dealer to be able to understand the different
factors affecting the car purchasing behaviour of the customers.
People are more conscious about their family need and safety
while choosing Tata cars, which serves according to their need
and want. Every car manufacturer and dealer have to study the
customer behaviour to provide customer what they want.
Bibliography
Article
• Indian journal
Books
• Philip Kotler (Marketing Management)
Websites
• https://www.carwale.com
• https://www. shodhgangotri.inflibnet.com
• https://www. infoplease.com
THANK YOU
