INTROUCTION OF THE STUDY – (THE PROBLEM)

term consumer behavior is defined as the behavior that the consumers display in searching for
The purchasing, using, evaluating and disposing of products and services that they expect will
satisfy their needs.
Observable activities chosen to maximize satisfaction through the attainment of economic goods
and services such as choice of retail outlet, preference for particular brands and so on.The buying
behaviors of final consumers are the individual and households who buy goods and services for
their personal consumption.
Consumers make many buying decisions every day. Most large companies research consumers
buying behavior decision in great detail to discover
What consumers buy?
Where they buy?
How much they buy?
When they buy?
And when they buy?
Marketers can study actual consumer purchase, but learning about the whys of consumers buying
behavior is not so easy – the answers are often locked deep within the consumer head.
The central question for marketers is: How do consumers respond to various marketing efforts
the company might use? The companies that really understand how consumers will respond to
different product feature, prices and advertising apples has a great advantage over its
competitors. The starting point is the stimulus – response model behavior. Marketing and stimuli
enter the consumer’s black box and produce certain responses. Marketers must figure out what is
in the buyer’s black box.
Buying behavior differs greatly for a tube of toothpaste, a tennis racket, an expensive
camera and a new Four-wheeler. More complex decisions usually involve more buying
participants and more deliberation.
Complex consumers buying behavior in situation is characterized by high consumer involvement
in a purchase and significant perceived difference among brands.
Dissonance-reducing consumers buying behavior in situations is characterized by high
involvement but few perceived differences among brands.
 PREFACE
Project report is a part of curriculum in partial fulfillment of Master Degree in Business
Administration (M.B.A), Jawaharlal Nehru Technological University, Hyderabad. The aim of the
project is to enhance the practical experience of the student as they get an opportunity to gain
knowledge from the field work and also to learn the opinion on the basis of responses received to
the questionnaire that has been administered, this study is undertaken as the part of practical
training for specified period, which is compulsory for M.B.A scholars.

Out of the fundamental areas in management, MARKETING is adjudged as the most important
area. MARKETING plays a very important role in the organization. The marketing is the main
strength of any organization and this source contribute maximum to the success of any
organization.This study is conducted on one of the important functions in marketing, that is,
Consumers buying behavior towards TATA. The study signifies the importance of Consumers
buying behavior towards TATA in an organization. In the market it is very essential to know the
buying behavior of the consumer. Information on buyers behavior is generally used to predict or
diagnose buyers action in the markets. Prediction involves anticipating what buyers will do at
some future time. Probably the most common kind of buyer’s behavior prediction is the sales
forecast, which estimates purchase choice of buyer in the market.

Every organization should have or know the Consumers buying behavior made in the
perspectives of both the organization and as well as the employees to accomplish the objectives
and have a successful performance in order to achieve competitive advantage. The Indian
competition in the market is very volatile and the trend of the market is very much uncertain and
it is very difficult to take decision about particular scrip and the decision taken today is not valid
for tomorrow. Therefore, the research problem I selected is evaluation in the consumers buying
behavior based on Research Analysis and then I have gone for the analysis of the consumers
buying behavior with the help of Questionnaires data and then after complete study on the
project I have given the information in a much easier way through charts. The study is carried
with an objective to guide the customer and speculators based on the Research design and
Analysis. The project that is carried out by me, will definitely help the Marketer and Customer in
going according to the buying behavior in order to sustain the competition in the market.
Factors influencing the behavior of buyers.

Cultural Factors

Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class

Culture - The set of basic values perceptions, wants, and behaviors learned by a member
of society from family and other important institutions. Culture is the most basic cause of a
person’s wants and behavior. Every group or society has a culture, and cultural influences on
buying behavior may vary greatly from country to country.

Sub Culture - A group of people with shared value systems based on common life
experiences and situations. Each culture contains smaller sub cultures a group of people with
shared value system based on common life experiences and situations. Sub culture includes
nationalities, religions, racial group and geographic regions. Many sub culture make up
important market segments and marketers often design products.

Social Class - Almost every society has some form of social structure, social classes are
society’s relatively permanent and ordered divisions whose members share similar values,
interests and behavior.

Social Factors

A consumer’s behavior also is influenced by social factors, such as the (i) Groups (ii)
Family (iii) Roles and status
 Groups - Two or more people who interact to accomplish individual or mutual goals. A
person’s behavior is influenced by many small groups. Groups that have a direct influence and to
which a person belongs are called membership groups.

Family - Family members can strongly influence buyer behaviour. The family is the most
important consumer buying organization society and it has been researched extensively.
Marketers are interested in the roles, and influence of the husband, wife and children on the
purchase of different products and services.

Roles and Status - A person belongs to many groups, family, clubs or organizations. The
person’s position in each group can be defined in terms of both role and status

Personal Factors

It includes i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life
Style (v) Personality and self concept.

Age and Life cycle Stage - People change the goods and services they buy over their
lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also
shaped by the stage of the family life cycle.

Occupation - A person’s occupation affects the goods and services bought. Blue collar
workers tend to buy more rugged work clothes, whereas white-collar workers buy more business
suits. A Co. can even specialize in making products needed by a given occupational group. Thus,
computer software companies will design different products for brand managers, accountants,
engineers, lawyers, and doctors.

Economic situation - A person’s economic situation will affect product choice

Life Style - Life Style is a person’s Pattern of living, understanding these forces involves
measuring consumer’s major AIO dimensions i.e. activities (Work, hobbies, shopping, support
etc) interest (Food, fashion, family recreation) and opinions (about themselves, Business,
Products)
 Personality and Self concept - Each person’s distinct personality influences his or her
buying behavior. Personality refers to the unique psychological characteristics that lead to
relatively consistent and lasting responses to one’s own environment.

Psychological Factors

It includes these Factors i) Motivation (ii) Perception (iii) Learning (iv) Beliefs and
attitudes

Motivation - Motive (drive) a need that is sufficiently pressing to direct the person to
seek satisfaction of the need

Perception- The process by which people select, Organize, and interpret information to
form a meaningful picture of the world.

Learning - Changes in an individuals’ behavior arising from experience.

Beliefs and Attitudes - Belief is a descriptive thought that a person holds about
something. Attitude, a person’s consistently favorable or unfavorable evaluations, feelings, and
tendencies towards an object or idea

NEED OF THE STUDY

 For academic purpose, as it is a part of the curriculum, in partial fulfillment of Master

degree in Business Administration, Jawaharlal Nehru Technological University.
 In this era of high competition and rapid changes, the Consumer buying behavior are
known to be one of the main factors to contribute for a successful performance and to
attain competitive advantage.
 The main purpose of the study is to gain practically knowledge on the role of Consumers
buying behavior in an organization.
  The purpose of the project is to study the importance of the Consumers buying behavior
in the organization.
 To study and analyze the various Consumers buying behavior in the organization.

SCOPE OF THE STUDY

 The area of the study has been confined to its topic – Consumers buying behavior.
 The study was made in the organization.
 The main scope of the study is limited to Dhilsukhnagar area.
 It also analysis the benefits accruing to the company as a result of those service.
 This study has been made to find the level of satisfaction the customer has regarding the
service provider by Car place.
 The study has sole reference from the customers of Concorde showroom.
 The study was for duration of 5 months
.

OBJECTIVES OF THE STUDY

 To study the consumers satisfaction towards TATA Cars

 To study the importance of the Consumers buying behavior in the organization.
 To study and to analyze the various Consumer buying behavior in the organization.
 To identify if the Consumers buying behavior are appropriate to the organization and to
the employees.
 To study and analyze if the Consumer buying behavior are mutually benefited to both,
the organization and as well as to the employees.
  To know market position of TATA Cars in the market.
 To know consumer behavior for purchase of Four Wheeler car.
 To study the consumers satisfaction towards price of TATA.
 To study the consumers opinion of TATA.
 To analyze if Consumers buying behavior are reviewed and modified on timely basis.

METHODOLOGY

RESEARCH METHOLOGY:
The study is descriptive in nature, as it deals with employees for better analysis of the facts.

RESEARCH DESIGN:
The focus on the study was to obtain information to find out the effects of Consumer buying
behavior towards TATA in the organization.
 Plan
 Analyze the Consumer buying behavior
  Prepare questionnaire
 Analyze the data gather preliminary data.
 Collected
 Prepare the report

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.

A) 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 is prepared to gather the information pertaining to gather information on the
Consumers buying behavior.

Questionnaire:
The questionnaire contains 20 questions covering the aspects of Consumers buying behavior
towards TATA of the organization.
The type of questions used was Open-ended type and Dichotomous type and Multiple-choice
type.
The employees were given a three days time to allow the respondents to have time to think and
the respondent was assured of anonymity so that they can feel free to give their desired response.

SECONDARY DATA:
The secondary data was collected from the organization.
Most of the data was collected from
- Magazines
- Newspapers’
- References
- Books

B) SAMPLE SELECTION AND SAMPLE SIZE

SAMPLE SELECTION:
The population of the study consists of customers of TATA showroom.
The population includes
- Businessman
- Servicemen
- Students
- Employees.

SAMPLE SIZE:
The sample size taken for the study included 100 customers from TATA showroom with
duration of 45 days.
The accuracy of the analysis and conclusion entirely depends upon the reliability of the
information provided by the customers.

 The study was conducted on the customers of Concorde Motors.

 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.
 INDUSTRY PROFILE

INTRODUCTION OF FOUR WHEELER

INDUSTRY

BIRTH OF THE CAR

The birth of the car as we know it today

occurred over a period of years. It was only in 1885
that the first real car rolled down on to the streets. The
earlier attempts, though successful, were steam powered road-vehicles.
ADVENT OF CARS IN INDIA

From the singsong rhythm of the bullock cart to the

jet-age, India has traveled a long way. An average Indian’s
dream car may not be the design-savvy Honda or the stately
limousine, but he sure can dream, and afford, the Maruti now.

It was in 1898 that the first motorcar rode down India’s roads.
From then till the First World War, about 4,000 cars were
directly imported to India from foreign manufacturers. The
growing demand for these cars established the inherent requirements of the Indian market that
these merchants were quick to pounce upon.

The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier Autobackmobile
(PAL) was established to manufacture automobiles in India. However, it was PAL who produced
the first car in India in 1946, as HM concentrated on auto components and could produce their
first car only in 1949.

It was left to another company, Mahindra and Mahindra (M&M) to manufacture sturdier
utility vehicles, namely the American Jeep.

In the 50s, the Government of India granted approval to only 7 car dealers to operate in
India - HM, API, ALL, SMPIL, PAL, M&M and Telco. he protectionist policies continued to
remain in place. The 60s witnessed the establishment of the two-three wheeler industry in India
and in the 70s, things remained much the same.

Since the 80s, the Indian car Industry has seen a major resurgence with the opening up of
Indian shores to foreign manufacturers and collaborators.

The 90s have become the melting point for the car industry in India. The consumer is king. He
is being constantly wooed by both the Indian and foreign manufacturers. Though sales had taken
a dip in the first few months of 1999, it is back to boom time. New models like Maruti’s Classic,
Alto, Station Wagon, Ford’s Ikon, the new look Mitsubishi Lancer are all being launched with an
eye on the emerging market.

In these last years of the millennium, suffice it is to say that Indian cars will only grow from
strength to strength.

INDUSTRY STRUCTURE

Structure:

The Indian Automobile industry can be broadly classified into :

 2/3 wheelers

 Passenger cars

 Commercial vehicles (LCV/MCV/HCV)

 UV (Utility Vehicles)

 Tractors
The models in the car market can be fitted to different segments as given below:

Category Models

Economy segment (up to Rs 0.25 mn) Maruti Omni, Maruti 800 etc

Mid size segment (Rs 0.25-0.45 mn) Fiat Uno, Hyundai Santro, Maruti Alto, Tata Indica
etc

Luxury Car Segment (0.45-1mn) Tata Indigo, Honda City,etc

Super luxury segment (above Rs 1mn) Mercedes Benz & other imported models

Company profile

Tata Motors Limited, formerly Tata Engineering and Locomotive Company (TELCO), is an Indian multinational
automotive manufacturing company headquartered in Mumbai, Maharashtra, India. It is a part of Tata Group, an
Indian conglomerate. Its products include passenger cars, trucks, vans, coaches, buses, sports cars, construction
equipment and military vehicles.[3]

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad,
and Pune in India, as well as in Argentina, South Africa, Great Britain, and Thailand. It has research and
development centres in Pune, Jamshedpur, Lucknow, and Dharwad, India and in South Korea, Great Britain, and
Spain. Tata Motors' principal subsidiaries purchased the English premium car maker Jaguar Land Rover (the maker
of Jaguar and Land Rover cars) and the South Korean commercial vehicle manufacturer Tata Daewoo. Tata Motors
has a bus-manufacturing joint venture with Marcopolo S.A. (Tata Marcopolo), a construction-equipment
manufacturing joint venture with Hitachi (Tata Hitachi Construction Machinery), and a joint venture with Fiat
Chrysler which manufactures automotive components and Fiat Chrysler and Tata branded vehicles.

Founded in 1945 as a manufacturer of locomotives, the company manufactured its first commercial vehicle in 1954
in a collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors entered the passenger vehicle market
in 1988 with the launch of the TataMobile followed by the Tata Sierra in 1991, becoming the first Indian
manufacturer to achieve the capability of developing a competitive indigenous automobile.[4] In 1998, Tata
launched the first fully indigenous Indian passenger car, the Indica, and in 2008 launched the Tata Nano, the world's
cheapest car. Tata Motors acquired the South Korean truck manufacturer Daewoo Commercial Vehicles Company
in 2004 and purchased Jaguar Land Rover from Ford in 2008.

Tata Motors is listed on the (BSE) Bombay Stock Exchange, where it is a constituent of the BSE SENSEX index,
the National Stock Exchange of India, and the New York Stock Exchange. The company is ranked 265th on the
Fortune Global 500 list of the world's biggest corporations as of 2019.[5]
On 17 January 2017, Natarajan Chandrasekaran was appointed chairman of the company Tata Group. Tata Motors
increases its UV market share to over 8% in FY2019. [6]
Tata Motors Group (Tata Motors) is a $45 billion organisation. It is a leading global automobile manufacturing
company. Its diverse portfolio includes an extensive range of cars, sports utility vehicles, trucks, buses and defence
vehicles. Tata Motors is India’s largest and the only original equipment manufacturer (OEM) offering extensive
range of integrated, smart and e-mobility solutions.

Part of the USD100 billion Tata group founded by Jamsetji Tata in 1868, Tata Motors is among the world’s leading manufacturers of
automobiles. We believe in ‘Connecting aspirations’, by offering innovative mobility solutions that are in line with customers' aspirations. We are
India's largest automobile manufacturer, and we continue to take the lead in shaping the Indian commercial vehicle landscape, with the
introduction of leading-edge powertrains and electric solutions packaged for power performances and user comfort at the lowest life-cycle costs.
Our new passenger cars and utility vehicles are based on Impact Design and offer a superior blend of performance, driveability and connectivity.
Our focus on connecting aspirations and our pipeline of tech-enabled products keeps us at the forefront of the market. We have identified six key
mobility drivers that will lead us into the future – modular architecture, complexity reduction in manufacturing, connected & autonomous
vehicles, clean drivelines, shared mobility, and low total cost of ownership. Our sub-brand TAMO is an incubating centre of innovation that will
spark new mobility solutions through new technologies, business models and partnerships.
mission - across our globally dispersed organisation – is to be passionate in anticipating and providing the best vehicles and experiences that
excite our global customers.
Vision- By FY 2024, we will become the most aspirational Indian auto brand, consistently winning, by

Delivering superior financial returns.

Driving sustainable mobility solutions.

Exceeding customer expectations, and

Creating a highly engaged work force