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A PROJECT REPORT

ON

“CONSUMER BEHAVIOR”

By

J.SHANKAR YADAV H.T.No (09141E0037)

IN

“TATA MOTORS AUTO FIN LIMITED”



CONSUMER BEHAVIOR:

Buyer’s 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 buyer’s consciousness between the

arrival of outside stimuli and the buyer’s 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 O’s framework of consumer research.

7 Os: Occupants, Objects, Objectives, Organizations, Operations, Occasions, Outlets

Who constitutes the market? Occupants

What does the market buy? Objects

Why does the market buy? 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 beoriginal 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 financialsector 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 India’s 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 world’s fourth largest truck manufacturer, and the world’s 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 company’s

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 company’s 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 consumer’s 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

24

65

11

0

10

20

30

40

50

60

70

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.

S.No How you know No. of Respondents Percentage

1

2

3

By Add

By Media

By Paper

24

65

11

28

68

14

Total No. of Respondents 100 100%



S.No Influence by No. of Respondents Percentage 1 2 3

4

Relatives Friends Brand Ambassadors By Adds

40 40 4

16

40 40 4

16


2. Who influence your car purchasing?

a) Relatives b) Friends c) Brand Ambassadors d) By Adds

40 40

4

16

0

5

10

15

20

25

30

35

40

45

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.



S.No Mode of purchase No. of Respondents Percentage 1 2 3 4

By Cash By Check

BY Finance By Loan

40 40 4 16

40 40 4 16


3. Which mode you purchase the TATA four wheeler?

• By Cash b) By Check c) BY Finance d) By Loan

40 40

4

16

0

5

10

15

20

25

30

35

40

By Cash By Check 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.



S.No Factor No. of Respondents Percentage 1 2 3 4

Size

Price

Mileage Style

10 4 76 10

10 4 76 10


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

•Size b) Price c) Mileage d) Style

10

4

76

10

0

10

20

30

40

50

60

70

80

Size Price Mileage Sty le

Interpretation:

According to survey 76% of the people said TATA four wheeler give more mileage. So they

try to improve the other facilities also.



S.No Factor No. of Respondents Percentage 1 2 3 4

Size

Price

Mileage Style

52 36 4 8

52 36 4 8


5. What is the Negative factor of TATA for wheeler?

•Size b) Price c) Mileage d) Style

52

36

48

0

10

20

30

40

50

60

Size Price Mileage Style

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.



S.No Technology Rate No. of Respondents Percentage 1 2 3 4

Very well Moderate Very poor Equal

70 10 8 12

70 10 8 12


6. Rate the technology which used in your TATA cat compare with other cars?

a) Very well b) Moderate c) Very poor d) equal

70

10 812

0

10

20

30

40

50

60

70

Very well Moderate Very poor Equal

Interpretation:

It was observed that 70% of the respondents said that TATA use very welltechnology in four wheeler, so it’s better to keep up.



S.No opinion rate No. of Respondents Percentage 1 2 3 4

TATA MARUTHI FORD HONDA

70 14 6 10

70 14 6 10


7. In your opinion rate each brand interims of your references?

A) TATA b) MARUTHI c) FORD d)

HONDA

70

14

610

0

10

20

30

40

50

60

70

TATA MARUTHI FORD HONDA

Interpretation:

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



S.No Second sale value No. of Respondents Percentage 1 2

Yes No

78 22

78 22


8. Do you think your cat gets second sale

value?

a) Yes b) NO

78%

22%

Yes

No

Interpretation:

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



S.No Quality No. of Respondents Percentage 1 2 3

Image in Society Brand Name Conformability

12 68 20

12 68 20


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

a) Image in society b) Brand Name c) Conformability

12

68

20

0 10 20 30 40 50 60 70 80

Image in Society

Brand Name

Comfortabulity

Interpretation:

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



S.No Spare Parts Availability

No. of Respondents Percentage

1 2 3 4

High Moderate Low It Depends

60 8 12 20

60 8 12 20


10. Servicing and spare parts availability of your TATA Motors?

a) High b) Moderate c) Low d) It Depends

60

8

12

20

0 10 20 30 40 50 60

High

Moderate

Low

It Depends

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.



S.No Overall

performance No. of Respondents Percentage

1 2 3 4

Excellent Very good Good Average

43 39 14 4

43 39 14 4


11. How could you rate the overall performance of TATA motors?

a) Excellent b) Very good c) Good d) Average

43%

39%

14%

4%

Excellent

Very good

Good

Average

Interpretation:

From the survey 49% of the consumers rate the performance of the TATA product is

Excellent, 39% of the consumer’s 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 b) Friends

c) brand Ambassadors d) By Adds

3. Which mode you purchase the TATA four wheeler?

a) By Cash b) By Check

c) BY Finance 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 b) Moderate

c) Very poor d) Equal



7. In your opinion rate each brand interims of your references?

a)TATA b) MARUTHI

c) FORD 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 b) Moderate

c) Low d) It Depends

11. How could you rate the overall performance of TATA motors?

a) Excellent b) Very good

c) Good d) Average

12. I proud be a TATA car owner because?



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