PREFACE Projec Projectt report report is a part part of curric curriculu ulum m in partia partiall fulfil fulfillme lment nt of Master Master Degree Degree in Busine Business ss Administration (M.B.A), Jawaharlal Nehru echnological !ni"ersit#, $#dera%ad. he aim of the project is to enhance the practical e&perience of the student as the# get an opportunit# to gain 'nowledge from the field wor' and also to learn the opinion on the %asis of responses recei"ed to the uestionnaire that has %een administered, this stud# is underta'en as the part of practical training for specified period, which is compulsor# for M.B.A scholars.
ut of the fundamental areas in management, MA*+-N is adjudged as the most important area. MA*+-N pla#s a "er# important role in the organi/ation. he mar'eting is the main stre strengt ngth h of an# orga organi ni/a /ati tion on and and this this sour source ce contr contri% i%ut utee ma&i ma&imu mum m to the the succ succes esss of an# an# organi/ation.his stud# is conducted on one of the important functions in mar'eting, that is, 0onsumers %u#ing %eha"ior towards AA. he stud# signifies the importance of 0onsumers %u#ing %eha"ior towards A AA in an organi/ation. -n the mar'et it is "er# essential to 'now the %u#ing %eha"ior of the consumer. -nformation on %u#ers %eha"ior is generall# used to predict or diagnose %u#ers action in the mar'ets. Prediction in"ol"es anticipating what %u#ers will do at some future time. Pro%a%l# the most common 'ind of %u#er1s %eha"ior prediction is the sales forecast, which estimates purchase choice of %u#er in the mar'et.
"er " er# # orga organi ni/a /ati tion on shoul should d ha"e ha"e or 'now 'now the the 0onsu 0onsume mers rs %u# %u#in ing g %eha %eha"i "ior or made made in the the perspecti"es of %oth the organi/ation and as well as the emplo#ees to accomplish the o%jecti"es and ha"e ha"e a succes successfu sfull perfor performan mance ce in order order to achie"e achie"e compet competiti iti"e "e ad"anta ad"antage. ge. he -ndian -ndian competition in the mar'et is "er# "olatile and the trend of the mar'et is "er# much uncertain and it is "er# difficult to ta'e decision a%out particular scrip and the decision ta'en toda# is not "alid for tomorrow. herefore, the research pro%lem - selected is e"aluation in the consumers %u#ing %eha"ior %ased on *esearch Anal#sis and then - ha"e gone for the anal#sis of the consumers %u#ing %eha"ior with the help of 2uestionnaires data and then after complete stud# on the project - ha"e gi"en the information in a much easier wa# through charts. he stud# is carried with an o%jecti"e to guide the customer and speculators %ased on the *esearch design and Anal#sis. he project that is carried out %# me, will definitel# help the Mar'eter and 0ustomer in going according to the %u#ing % u#ing %eha"ior in order to sustain the competition c ompetition in the mar'et.
TABLE TABLE OF CONTENTS P CHAPTERS 3
PARTICULARS PARTICULARS
PAGE PAGE NOs.
-ntroduction • • • •
•
•
6
-ntroduction of the stud# 4 (he pro%lem) Need for the stud# %jecti"e of the stud# 5cope of the stud# *esearch Methodolog# Primar# and 5econdar# data 5ample 5election Period of 5tud#
Data Base • •
7
-ndustr# Profile 0ompan# Profile
heoretical Ba Bac'ground •
8 9 ; < =
0onsumers %u#ing %eha"ior
Data Anal#sis and -nterpretation :indings from the 5tud# *ecommendations 5ummar# 0onclusion Anne&ure Bi%liograph# -nde& of the +e# >ords INTROUCTION OF THE STUDY – (THE PROBLEM)
he term consumer %eha"ior is defined as the %eha"ior that the consumers displa# in searching for purchasing, using, e"aluating and disposing of products and ser"ices that the# e&pect will satisf# their needs. %ser"a%le acti"ities chosen to ma&imi/e satisfaction through the attainment of economic goods and ser"ices such as choice of retail outlet, preference for particular %rands and so on.he %u#ing %eha"iors of final consumers are the indi"idual and households who %u# goods and ser"ices for their personal consumption.
TABLE TABLE OF CONTENTS P CHAPTERS 3
PARTICULARS PARTICULARS
PAGE PAGE NOs.
-ntroduction • • • •
•
•
6
-ntroduction of the stud# 4 (he pro%lem) Need for the stud# %jecti"e of the stud# 5cope of the stud# *esearch Methodolog# Primar# and 5econdar# data 5ample 5election Period of 5tud#
Data Base • •
7
-ndustr# Profile 0ompan# Profile
heoretical Ba Bac'ground •
8 9 ; < =
0onsumers %u#ing %eha"ior
Data Anal#sis and -nterpretation :indings from the 5tud# *ecommendations 5ummar# 0onclusion Anne&ure Bi%liograph# -nde& of the +e# >ords INTROUCTION OF THE STUDY – (THE PROBLEM)
he term consumer %eha"ior is defined as the %eha"ior that the consumers displa# in searching for purchasing, using, e"aluating and disposing of products and ser"ices that the# e&pect will satisf# their needs. %ser"a%le acti"ities chosen to ma&imi/e satisfaction through the attainment of economic goods and ser"ices such as choice of retail outlet, preference for particular %rands and so on.he %u#ing %eha"iors of final consumers are the indi"idual and households who %u# goods and ser"ices for their personal consumption.
0onsumers ma'e man# %u#ing decisions e"er# da#. Most large companies research consumers %u#ing %eha"ior decision in great detail to disco"er >hat consumers %u#? >here the# %u#? $ow much the# %u#? >hen the# %u#? And when the# %u#? Mar'eters can stud# actual consumer purchase, %ut learning a%out the whys of consumers %u#ing %eha"ior is not so eas# @ the answers are often loc'ed deep within the consumer head. he central uestion for mar'eters mar'eters is $ow do consumers consumers respond to "arious "arious mar'eting mar'eting efforts the compan# might use? he companies that reall# understand how consumers will respond to diff differ erent ent prod product uct feat featur ure, e, pric prices es and and ad"er ad"erti tisi sing ng appl apples es has has a grea greatt ad"an ad"anta tage ge o"er o"er its its competitors. he starting point is the stimulus @ response model %eha"ior. Mar'eting and stimuli enter the consumer1s %lac' %o& and produce certain responses. Mar'eters must figure out what is in the %u#er1s %lac' %o&. Bu#ing %eha"ior differs greatl# for a tu%e of toothpaste, a tennis rac'et, an e&pensi"e camer cameraa and and a new new :our4 :our4wh whee eele lerr. Mo More re compl comple& e& deci decisi sions ons usua usuall ll# # in"ol in"ol"e "e mo more re %u#i %u#ing ng participants and more deli%eration. 0omple& consumers %u#ing %eha"ior in situation is characteri/ed %# high consumer in"ol"ement in a purchase and significant percei"ed difference among %rands. Diss Dissona onanc nce4 e4re reduc ducin ing g cons consum umer erss %u# %u#in ing g %eha" %eha"io iorr in situ situat atio ions ns is char charac acte teri ri/ed /ed %# high high in"ol"ement %ut few percei"ed differences among %rands. $a%i $a%itu tual al cons consum umer erss %u#i %u#ing ng %eha" %eha"io iorr in situ situat atio ions ns are are char charac acte teri ri/e /ed d %# low low consu consume mers rs in"ol"ement and few significant percei"ed %rand differences. ariet# riet#4see 4see'in 'ing g consum consumers ers %u# %u#ing ing %eha"i %eha"ior or in situat situation ion is charac character teri/e i/ed d %# low consum consumer er in"ol"ement %ut significant percei"ed %rand differences.
Factors i!"#$ci% t&$ '$&aior o! '#$rs . 0ons 0onsum umer er %eha %eha"i "ior or is affe affect cted ed %# man# man# uncon uncontr trol olla la%l %lee fact factor ors. s. Just Just thin thin', ', what what influences #ou %efore #ou %u# a product or ser"ice? Cour friends, #our up%ringing, #our culture, the media, a role model or influences from certain groups?
0ulture is one factor that influences %eha"ior. 5impl# culture is defined as our attitudes and %eliefs. But how are these attitudes and %eliefs de"eloped? As an indi"idual growing up, a child is influenced %# their parents, %rothers, sister and other famil# mem%er who ma# teach them what is wrong or right. he# learn a%out their religion and culture, which helps them de"elop these opinions, attitudes and %eliefs (A-) . hese factors will influence their purchase %eha"ior howe"er other factors li'e groups of friends, or o r people the# loo' up to ma# influence their choices of purchasing a particular product or ser"ice. *eference groups are particular groups of people some people ma# loo' up towards to that ha"e an impact on consumer %eha"ior. 5o the# can %e simpl# a %and li'e the 5pice irls or #our immediate famil# mem%ers. pinion leaders are those people that #ou loo' up to %ecause #our respect their "iews and judgments and these "iews " iews ma# influence consumer decisions. 5o it ma#%e a friend who wor's with the - trade who ma# influence #our decision on what computer to %u#. he economical en"ironment also has an impact on consumer %eha"ior do consumers ha"e a secure jo% and a regular income to spend on goods? Mar'eting and ad"ertising o%"iousl# influence consumers in tr#ing to e"o'e them to purchase a particular product or ser"ice. People1s social status will also impact their %eha"ior. >hat is their role within societ#? Are the# Actors? Doctors? ffice wor'er? And mothers and fathers also? 0learl# %eing parents affects #our %u#ing ha%its depending on the age of the children, the t#pe of jo% ma# mean #ou need to purchase formal clothes the income which is earned has an impact. he lifest#le of someone who earns E69FFFF would clearl# %e different from someone who earns E69FFF. Also characters ha"e an influence on %u#ing decision. >hether the person is e&tro"ert (out going and spends on entertainment) or intro"ert ('eeps to themsel"es and purchases "ia online or mail order) again has an impact on the t#pes of purchases made.
NEED OF THE STUDY
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:or academic purpose, as it is a part of the curriculum, in partial fulfillment of Master
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degree in Business Administration, Administration, -n this era of high competition and rapid changes, the 0onsumer %u#ing %eha"ior are 'nown to %e one of the main factors to contri%ute for a successful performance and to attain competiti"e ad"antage.
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he main purpose of the stud# is to gain practicall# 'nowledge on the role of 0onsumers
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%u#ing %eha"ior in an organi/ation. he purpose of the project is to stud# the importance of the 0onsumers %u#ing %eha"ior
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in the organi/ation. o stud# stud# and anal#/e the "arious 0onsumers %u#ing %eha"ior in the organi/ation.
SCOPE OF THE STUDY
• • • • •
• •
he area of the stud# has h as %een confined to its topic @ 0onsumers %u#ing %eha"ior. he stud# was made in the organi/ation. he main scope of the stud# is limited to Dhilsu'hnagar area. -t also anal#sis the %enefits accruing to the compan# as a result of those ser"ice. his stud# has %een made to find the le"el of satisfaction the customer has regarding the ser"ice pro"ider %# 0ar place. he stud# has sole reference from the customers of 0oncorde showroom. he stud# was for duration of 89 da#s.
OB*ECTI+ES OF THE STUDY
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o stud# the consumers satisfaction towards AA 0ars o stud# stud# the importance of the 0onsumers %u#ing %eha"ior in the organi/ation. o stud# stud# and to anal#/e the "arious 0onsumer %u#ing %eha"ior in the organi/ation. o identif# if the 0onsumers %u#ing %eha"ior are appropriate to the organi/ation and to
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the emplo#ees. o stud# and anal#/e if the 0onsumer %u#ing %eha"ior %eh a"ior are mutuall# %enefited to %oth, %o th, the
• • •
• •
organi/ation and as well as to the emplo#ees. e mplo#ees. o 'now mar'et position of AA 0ars in the mar'et. o 'now consumer %eha"ior for purchase of :our >heeler car.
• • •
o stud# the consumers satisfaction towards price of AA. o stud# the consumers opinion of AA. o anal#/e if 0onsumers %u#ing %eha"ior are re"iewed and modified on timel# %asis.
METHODOLOGY
RESEARCH METHOLOGY,
he stud# is descripti"e in nature, as it deals with emplo#ees for %etter anal#sis of the facts.
RESEARCH DESIGN,
he focus on the stud# was to o%tain information to find out the effects of 0onsumer %u#ing %eha"ior towards AA in the organi/ation.
Plan Anal#/e the 0onsumer %u#ing %eha"ior Prepare uestionnaire Anal#/e the data gather preliminar# data. 0ollected Prepare the report
RESEARCH INSTRUMENT, he sur"e# method used to collect the rele"ant data for the assessment is the uestionnaire
method. RESEACH COLLECTION, he data collection in"ol"es primar# and secondar# data for the stud# of 0onsumers %u#ing
%eha"ior. A) PRIMARY DATA AND SECONDARY DATA
PRIMARY DATA,
he primar# data was collected through uestionnaire sur"e#. Data is gathered %# distri%uting the uestionnaires to the customers of the compan#. he uestionnaire is prepared to gather the information pertaining to gather information on the 0onsumers %u#ing %eha"ior.
-#$stioair$
he uestionnaire contains 6F uestions co"ering the aspects of 0onsumers %u#ing %eha"ior towards AA of the organi/ation. he t#pe of uestions used was pen4ended t#pe and Dichotomous t#pe and Multiple4choice t#pe. he emplo#ees were gi"en a three da#s time to allow the respondents to ha"e time to thin' and the respondent was assured of anon#mit# so that the# can feel free to gi"e their desired response.
SECONDARY DATA,
he secondar# data was collected from the organi/ation. Most of the data was collected from 4 4 4 4
Maga/ines Newspapers1 *eferences Boo's
B) SAMPLE SELECTION AND SAMPLE SIE SAMPLE SELECTION,
he population of the stud# consists of customers of AA showroom. he population includes 4 Businessman 4 5er"icemen 4 5tudents 4 mplo#ees.
SAMPLE SIE,
he sample si/e ta'en for the stud# included 3FF customers from AA showroom with duration of 89 da#s. he accurac# of the anal#sis and conclusion entirel# depends upon the relia%ilit# of the information pro"ided %# the customers.
LIMITATIONS OF THE STUDY
he duration of the stud# was for 89 da#s in 0oncorde Motors.
he stud# was conducted on the customers of 0oncorde Motors.
he tools used for collection of information from the customers were in the form of uestionnaires, as the respondents will ha"e confidence of anon#mit# in uestionnaire than in that of inter"iews.
INDUSTRY PROFILE INTRODUCTION OF FOUR /HEELER INDUSTRY BIRTH OF THE CAR
he %irth of the car as we 'now it toda# occurred o"er a period of #ears. -t was onl# in 3==9 that the first real car rolled down on to the streets. he earlier attempts, though successful, were steam powered road4"ehicles. he first self4propelled car was %uilt %# Nicolas 0ugnot in 3<;G which could attain speeds of upto ; 'msHhour. -n 3<<3 he again designed another steam4dri"en engine which ran so fast that it rammed into a wall, recording the world1s first accident. -n 3=F< :rancois -saac de *i"a/ designed the first internal com%ustion engine. his was su%seuentl# used %# him to de"elop the world1s first "ehicle to run on such an engine, one that used a mi&ture of h#drogen and o&#gen to generate energ#. his spawned the %irth of a num%er of designs %ased on the internal com%ustion engine in the earl# nineteenth centur# with little or no degree of commercial success. -n 3=;F thereafter, Jean Joseph tienne Ienoir %uilt the first successful two4stro'e gas dri"en engine. -n 3=;6 he
again %uilt an e&perimental "ehicle dri"en %# his gas4engine, which ran at a speed of 7 'msHhour. hese cars %ecame popular and %# 3=;9 could %e freuentl# espied on the roads. he ne&t major leap forward occurred in 3==9 when the four stro'e engine was de"ised. ottile% Damlier and Nicolas tto wor'ed together on the mission till the# fell apart. Daimler created his own engines which he used %oth for cars and for the first four wheel horseless carriage. -n the meanwhile, un'nown to them, +arl Ben/, was in the process of creating his own ad"anced tri4c#cle which pro"ed to %e the first true car. his car first saw the light of the da# in 3==;. he season of e&periments continued across the seas in the !nited 5tates where $enr# :ord %egan wor' on a horseless carriage in 3=GF. $e went se"eral steps forward and in 3=G;, completed his first car, the 2uadric#cle in 3=G;. his was an automo%ile powered %# a two c#linder gasoline engine. he :ord Motor 0ompan# was launched in 3GF7 and in 3GF= he catapulted his "ehicle, Model :ord to the pinnacle of fame. 0ontinuing with his inno"ations, he produced this model on a mo"ing assem%l# line, thus introducing the modern mass production techniues of the automo%ile industr#. he modern car, therefore comes from a long list of "enerated ancestors, and its lineage will, hopefull# AD+ENT OF CARS IN INDIA
:rom the singsong rh#thm of the %ulloc' cart to the jet4age, -ndia has tra"eled a long wa#. An a"erage -ndian1s dream car ma# not %e the design4sa""# $onda or the statel# limousine, %ut he sure can dream, and afford, the Maruti now. -t was in 3=G= that the first motorcar rode down -ndia1s roads. :rom then till the :irst >orld >ar, a%out 8,FFF cars were directl# imported to -ndia from foreign manufacturers. he growing demand for these cars esta%lished the inherent reuirements of the -ndian mar'et that these merchants were uic' to pounce upon.
he $industan Motors ($M) was set up in 3G86 and in 3G88, Premier Auto%ac'mo%ile (PAI) was esta%lished to manufacture automo%iles in -ndia. $owe"er, it was PAI who produced the first car in -ndia in 3G8;, as $M concentrated on auto components and could produce their first car onl# in 3G8G. -t was left to another compan#, Mahindra and Mahindra (MM) to manufacture sturdier utilit# "ehicles, namel# the American Jeep. -n the 9Fs, the o"ernment of -ndia granted appro"al to onl# < car dealers to operate in -ndia 4 $M, AP-, AII, 5MP-I, PAI, MM and elco. he protectionist policies continued to remain in place. he ;Fs witnessed the esta%lishment of the two4three wheeler industr# in -ndia and in the agon, :ord1s -'on, the new loo' Mitsu%ishi Iancer are all %eing launched with an e#e on the emerging mar'et. -n these last #ears of the millennium, suffice it is to sa# that -ndian cars will onl# grow from strength to strength. AUTOMOBILE INDUSTRY – /HEELS OF CHANGE,
- n d ia h a d i t s d a t e w i th t h i s w o n d er f u l " e h i cl e f i r s t t i m e i n 3 = G = . h e n f o r t h e ne&t fift# #ears, cars were imported to satisf# domestic demand. Between 3G3F and 6FKs theautomo%ile industr# made a hum%le %eginning %# setting up assem%l# plants in Mum%ai,0alcutta and 0hennai. he importHassem%l# of "ehicles grew consistentl# after the 3G6FKs, crossing the 7F,FFF mar' in 3G7F. -n 3G8;, Premier Automo%ile Itd (PAI) earned thedistinction of manufacturing the first car in the countr# %# assem%ling KDodge De5otoK andKPl#mouthK cars at its +urla plant. $industan Motors ($M), which started as a
manufacturer of auto components graduated to manufacture cars in 3G8G. han's to the Iicence *aj whichrestricted foreign competitors to enter the -ndian car mar'et, -ndian roads were ruled %#Am%assador 0ar from $industan Motors and the :iat from Premier Auto Itd. for man# of theinitial #ears.-n 3G96, the - set up a tariff commission to de"ise regulations to de"elop anindigenous automo%ile industr# in the countr#. After the commission su%mitted itsrecommendations, the - as'ed assem%l# plants, which did not ha"e plans to set upmanufacturing facilities, to shut operations. As a result eneral Motors, :ord and other assem%lers closed operations in the countr#. he #ear was 3G98 and this decision of thego"ernment mar'ed a turning point in the histor# of the -ndian car industr#. he alsohad a sa# in what t#pe of "ehicle each manufacturer should ma'e. herefore, each productwas safel# cocooned in its own segment with no fears of an# impending competition. Also,no new entrant was allowed e"en though the# had plans of a full4fledged manufacturing program. he restricti"e set of policies was chiefl# aimed at %uilding an indigenous autoindustr#. $owe"er, the restrictions on foreign colla%orations led to limitations on import of technolog# through technical agreements.
INDUSTRY STRUCTURE Str#ct#r$, T&$ I0ia A#to1o'i"$ i0#str ca '$ 'roa0" c"assi!i$0 ito , •
6H7 wheelers
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Passenger cars
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0ommercial "ehicles (I0HM0H$0)
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! (!tilit# ehicles)
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ractors
he models in the car mar'et can %e fitted to different segments as gi"en %elow
Cat$%or
Mo0$"s
conom# segment (up to *s F.69 mn)
Maruti mni, Maruti =FF etc
Mid si/e segment (*s F.694F.89 mn)
:iat !no, $#undai 5antro, Maruti Alto, ata -ndica etc
Iu&ur# 0ar 5egment (F.8943mn)
ata -ndigo, $onda 0it#,etc
5uper lu&ur# segment (a%o"e *s 3mn)
Mercedes Ben/ other imported models
E+ENTS AND MILESTONES
A %ehind4 the4 scenes loo' into the ma'ing of one -ndiaKs most "i%rant industries. he landmar's along the
of wa#...
23456 he first imported car was seen on -ndian roads 23746 $industan Motors incorporated 23776 Premier automo%iles started 23756 :irst car manufactured in -ndia 23896 he o"ernment of -ndia decreed that onl# those firms which ha"e a manufacturing
program should %e allowed to operate 23886 nl# se"en firms, namel#, $M, AP-, AII, 5MP-I, PAI, M M and I0 recei"ed
appro"al. 23:; 6 23<; 6 he two, three wheeler industr# esta%lished a foothold in the -ndian scenario.
23<; 6 235; 6 Not much change was witnessed during this period. he major factors affecting the
industr# were the implementation of the M*P Act( Monopolies and rade *estricti"e Practices Act), :*A (:oreign &change *egulation Act) and the il 5hoc' of 3G<7 and 3Gith the
li%erali/ation of the o"ernmentKs protectionist policies, the ad"antages hitherto enjo#ed %# the -ndian car manufacturers li'e monopol#, oligopol#, slowl# %egan to disappear. his period is also mar'ed %# the entr# of a large num%er of firms in the mar'et. 8 Japanese manufacturers entered the 0ommercial ehicle and wo4 >heeler mar'et. he o"ernment agreed to the demand for allowing foreign colla%oration in the automo%ile sector he industr# witnessed a resurgence due to major polic# changes li'e rela&ation in M*P and :*A, delicensing of some ancillar# products, %road %anding of the products and modification in the licensing polic#. Also, the concessions it ga"e to the pri"ate sector and the new foreign colla%oration polic#, all resulted in higher growth and %etter performance of the industr# than in the earlier decades. he o"ernment of -ndia tied up with 5u/u'i -nc. of Japan which produced -ndiaKs most successful car4 the Maruti. 2332 6 !nder the o"t.Ks new National -ndustrial Polic#, the license raj was dispensed with, and
the automo%ile industries were allowed to e&pand freel#. 2339 6 >ith the winds of li%erali/ation sweeping the -ndian car mar'et, man# multinationals li'e
Daewoo, Peugeot, general Motors, Mercedes4Ben/ and :iat came into the -ndian car mar'et. 233< 6 he National $ighwa# Polic# was announced which will hopefull# ha"e a positi"e impact
on the automo%ile industr#. he o"ernment also laid down the emission standards to %e met %# car manufacturers in -ndia in the coming millennium. here were two successi"el# stringent emission le"els to %e met %# April 6FFF and April 6FF9, respecti"el#. hese norms were %enchmar'ed on the %asis of those alread# adopted in urope, hence the names uro (eui"alent to -ndia 6FFF) and the -ndian eui"alent of uro --.
2333 6 he $on1%le 5upreme 0ourt passed an order directing all car manufacturers to compl#
with uro - emission norms (-ndia 6FFF norms) %# the 3st of Ma#, 3GGG in National 0apital *egion(N0*) of Delhi. he deadline was later e&tended to 3st June, 3GGG. HISTORY OF FOUR /HEELER INDUSTRY
he -ndian automo%ile component industr# has finall# %egun to emerge on its own. -t has %egun to ta'e major steps towards ma'ing world class 2ualit# 5#stems %# im%i%ing the -5 GFFFH25 GFFF 2ualit# 5#stems. &ports ha"e %een to the tune of 3FL of output in the last decade. &ports grew from !56G; in 3GG94G; to !5733 in 3GG;4G<. he principal e&port items included tractor parts, motorc#cle parts, piston rings, fuel injection parts, r adiators, headlamps, auto %ul%s etc. $owe"er, this section has %een long neglected and does not get the due it deser"es. >e end
these lacunae %# putting up a whole segment on this important industr#. read on a%out details on the major auto parts, their dealers, the places the# are manufactured..
COMPANY PROFILE
0oncorde Motors @ A Brief $istor# •
0ommenced Business in 3GG<4G=
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A Joint enture %etween the AA roup Jardine -nternational Motors with presence in G cities across -ndia
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Dealer for ata Passenger 0ars as well as Mercedes Ben/
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Became 3FFL su%sidiar# of MI after Jardine e&ited the %usiness in 6FF6
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0ompan# e&ited >est North *egions, consolidating its presence in the three major cities in south i.e., Bangalore, 0hennai $#dera%ad
0oncorde Motors4oda# •
0oncorde has succeeded in esta%lishing a networ' standard that has %een a %enchmar' amongst all Automo%ile dealerships
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0aters to 5ales, 5er"ice 5pare parts of ata 0ars
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38 show rooms, 36 wor'shops with a show room wor'shop area in e&cess of 9 la'hs s.ft in 9 cities
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0orporate dealership43FFL su%sidiar# of MI
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An -5 GFF36FF= compan#
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urno"er of
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0ompleted more than 3F #ears of successful operations @e&perience e&pertise in customer care43FFFFF customers
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Began its journe# towards e&cellence %# su%mitting its first ata Business &cellence Model Application and underwent the BM Assessment in 6FFG
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0M-I has %een consistentl# winning numerous awards from ata Motors since its inception
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he trend continued last fiscal with the compan# %agging the op Awards
0oncorde Motors 4 All -ndia Awards 6FFG46F3F •
*DP CSI E=t$ra" S#r$, No.3 Dealer 4 Bangalore Business !nit
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Tata U+ Sa"$s , No.3 Dealer 4 0hennai Business !nit
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Acc$ssori$s Sa"$s , No.3 Dealer 4 0hennai Business !nit
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O$ra"" +$&ic"$ Sa"$s , No.6 Dealer 4 0hennai Business !nit
•
Tata I0ica Sa"$s , No.6 Dealer 4 0hennai Business !nit
0oncorde Motors @ >hat >e 5tand :or Cocor0$ Motors 6 +isio Stat$1$t
o %e the most admired auto retail compan# in the countr#, %# delighting our customers. o %e the industr# %enchmar' 4 in terms of customer satisfaction, %usiness processes and performance results, there%# adding "alue and prosperit# to all our sta'eholders.
Cocor0$ Motors – Missio Stat$1$t
o consistentl# delight our customers and other sta'eholders and %uild lasting relationships %# our %usiness processes which are dri"en %# moti"ated and empowered team of emplo#ees. o create a seamless organi/ation that encourages listening, learning, inno"ation and emplo#ee growth in line with AA core "alues. Cocor0$ Motors – +a"#$s
0ustomer :ocus in all our processes decisions. -ntegrit# at all times, whene"er where"er we operate. Disciplined team wor'. Agilit# to sustain leadership. >elcome to 0oncorde Motors 4 a full# owned su%sidiar# of ata Motors Itd with state of the art infrastructure and an -5 GFF36FF= compan#OO sta%lished in 3GG<, 0oncorde Motors -ndia Itd has completed more than a decade of operations as a pioneer dealership.-t has succeeded in setting a networ' standard that has %een a %enchmar' amongst all automo%ile dealerships. 0oncorde Motors emplo#s 37FF emplo#ees and had a turno"er of ith 38 showrooms 36 wor'shops, we pro"ide our "alued customers a wide choice of cars ranging from a small car to a Iifest#le "ehicle in the AA portfolio.>e ha"e commenced the ata Motors Assured used car %usiness in the last fiscal #ear. Ma'ing the right choice is crucial to %u#ing a new car.&plore our we%site to help #ou with a wise car %u#ing decisionO *ight from selecting the car, ta'ing a test dri"e and all related information a%out ma'ing #our choice for accessories, insurance, e&tended warrant#, we will guide #ou through the complete car %u#ing process. a'ing forward our relationship with our customers, we e&tend the %est after sales ser"ice and we continuall# stri"e for customer satisfaction. >e also assist #ou in e&changing #our old car at the %est price and upgrading to a new car. Cou ma# now as' for a test dri"e, get a uote for a car or do a %oo'ing for a ser"ice schedule online and gi"e us #our "alua%le feed%ac' on the same. >e wish #ou a wholesome car %u#ing e&perience at 0oncorde Motors -ndia ItdOO Join our famil# of 3 la'h plus customersO
0oncorde Motors retails the entire range of AA cars a"aila%le in -ndia. A "ast selection of models and "ariants are a"aila%le to suit e"er# taste and %udget. 0lic' on the categor# which interests #ou to learn more a%out the latest AA cars on offer 0oncorde Motors is pleased to %ring #ou ata Motors Assured @ the pre owned "ehicle %rand from ata Motors Itd. 0oncorde !sed 0ar Di"ision will help #ou to •
Bu# 0ertified Pre4owned ata cars
•
5ell #our e&isting car
•
&change #our e&isting car for a new ata car
Cou can sell or e&change an# %rand of used car with 0oncorde Motors, su%ject to standard terms conditions. his facilit# is a"aila%le at all the cities we operate in @ Bangalore, 0hennai, $#dera%ad, 0ochin, Delhi and Mum%ai. C#sto1$r car$
he Best 5tandard of 5er"ice •
5tate4of4the4art world class pneumaticall# automated wor'shops
•
2ualified and trained echnicians, 5er"ice Ad"isors and 0ustomer *elationships fficers.
•
!se of special tools and ualit# parameters for repairs.
•
Best in industr# la%our charges.
•
68 hours helpline and a %rea'down help line "ehicle.
•
3FFL assurance of usage of genuine ata Motors spare parts.
•
!sage of speciall# %lended lu%ricants and long lasting paints.
ther 5er"ices •
0omprehensi"e A0 repairs conducted using modern A0 charging machines.
•
0omprehensi"e accidental repairs done %# e&perts in Bod# and Paint shop echnolog#.
•
alue Added 5er"ices 4 0ar 0are reatments, Anti *ust Applications, 3= 3= H 3= 7F e&tended >arrant# %enefits, fuel additi"es, engine decar%oni/ing, etc.
•
5er"ice Pac'ages 4 old clu% mem%er ship, Annual Maintenance contract, Annual 5cheduled 5er"ice contract, ehicle $ealth chec'up plan, etc.
•
A"aila%ilit# of alue for Mone# *econditioned aggregates li'e engines, power steering, A0 compressors (*econditioned %# Ms).
Awards >inning awards applause consistentl# for a jo% well done is an immense feeling. But, it raises the %ar of e&pectations of those around #ou constantl#. And at 0oncorde, we reali/e it too well. :or us, e&cellence is not an end in itself %ut an ongoing journe# which %egan a decade ago. -t is a means to customer satisfaction and long term growth. >inning awards applause consistentl# for a jo% well done is an immense feeling. herefore, we continuall# stri"e to gi"e a cherisha%le and pleasant ownership e&perience of a ata car to our customers. 0oncorde Motors has %een a consistent winner, %agging top honours at the annual dealer meet conducted %# ata Motors. his is in addition to the awards gi"en %# our "endors and other associates. A sample of the recent awards won %# us is categorised #ear4wise %elow. 0lic' on the categor# to see all our awards. All -ndia Awards 6FF;4F< •
O$ra"" $&ic"$ Sa"$s, , No.7 Dealer 4 Bangalore Business !nit
•
Acc$ssori$s Sa"$s , No.3 Dealer 4 Bangalore Business !nit
•
I0ica Sa"$s , No.3 Dealer 4 $#dera%ad Business !nit
All -ndia Awards 6FF<4F= •
O$ra"" $&ic"$ Sa"$s , No.3 Dealer 40hennai Business !nit
•
Tata U+ Sa"$s , No.3 Dealer 40hennai Business !nit
•
I0ica Sa"$s , No.3 Dealer 4 $#dera%ad Business !nit
•
Tata Car Sa"$s , No.3 Dealer 4 $#dera%ad Business !nit
•
Acc$ssori$s Sa"$s , No.3 Dealer 4 Bangalore Business !nit
All -ndia Awards 6FF=4FG •
*DP CSI E=t$ra" S#r$ , No.3 Dealer 4 $#dera%ad Business !nit
•
*DP CSI E=t$ra" S#r$ , No.6 Dealer 4 Bangalore Business !nit
•
*DP SSI E=t$ra" S#r$ , No.6 Dealer 4 Bangalore Business !nit
•
*DP SSI E=t$ra" S#r$ , No.7 Dealer 4 $#dera%ad Business !nit
•
O$ra"" +$&ic"$ Sa"$s , No.3 Dealer 40hennai Business !nit
•
O$ra"" +$&ic"$ Sa"$s , No.7 Dealer 4 $#dera%ad Business !nit
•
Tata Car Sa"$s , No.3 Dealer 4 $#dera%ad Business !nit
•
Tata U+ Sa"$s , No.3 Dealer 40hennai Business !nit
•
S>ar$ Part Sa"$s , No.6 Dealer 4 Bangalore Business !nit
•
S>ar$ Part Sa"$s , No.7 Dealer 4 $#dera%ad Business !nit
•
Acc$ssori$s Sa"$s , No.3 Dealer 4 $#dera%ad Business !nit
•
I0ica Sa"$s , No.3 Dealer 4 $#dera%ad Business !nit
THE FACTFILE –
VOICE OF OUR CUSTOMERS
Belie"e what others ha"e e&periencedOOO han' #ou for ta'ing the time to "isit our estimonials section. ur customers ha"e chosen us among others for reasons #ou will disco"er in this e&clusi"e section. hese testimonials from customers are spontaneous feed%ac's recei"ed %# us through emails. At 0oncorde, we in"ite our customers to %elie"e onl# facts. :acts a%out ata 0ars, the 5ales 5er"ice e&perience at 0oncorde Motors and much more.
DATA ANALSIS AND INTERPRETATION AGE Factors
R$s>o0$ts
3=46F #rs
=
63469 #rs
7=
6;47F #rs
68
73479 #rs
36
7;48F #rs
=
A%o"e 8F #rs
3F
INTERPRTATION, :rom the a%o"e graph it is anal#/ed as follows • • • • • •
= customers falling under the group of 3=46F #ears. 7= customers falling under the group of 63469#ears. 68customers falling under the group of 6;47F#ears. 36 customers falling under the group of 73479#ears. = customers falling under the group of 7;48F#ears. 3F customers falling under the group of a%o"e 8F #ears.
-t is o%ser"ed from the graph that majorit# of the customers fall under the age group of 63469 #ears.
/&at is o#r Occ#>atio?
:actors
No of *espondents
5er"icemen Businessman 5tudent mplo#ee
8 3; 68 9;
INTERPRTATION, :rom the a%o"e graph it is anal#/ed as follows • • • •
9; customers1 wor's as mplo#ee. 68 customers are students. 3; customers are Businessmen. 8 customers are 5er"icemen.
/&at is o#r 1ot&" ico1$? -ncome 9,FFF 4 3F,FFF 3F,FF3 4 39,FFF 39,FF3 4 6F,FFF A%o"e 6F,FFF
No of *espondents 3= 36 6F 6;
INTERPRTATION, :rom the a%o"e graph it is anal#/ed as followed, • • • •
3= customers fall under the categor# of 9,FFF @ 3F,FFF. 36 customers fall under the categor# of 3F,FF3 @ 39,FFF 6F customers fall under the categor# of 39,FF3 @ 6F,FFF. 6; customers fall under the categor# of a%o"e 6F,FFF.
I! o# o>t a Car !ro1 TATA@ &at t>$ o! Car o#"0 o# %o !or?
:actors -ndica 5afari Man/a Nano
No of *espondents 8= 6F 3F 66
INTERPRTATION, :rom the a%o"e graph it is anal#/ed as followed, • • • •
8= customers prefer -ndica. 6F customers prefer 5afari. 3F customers prefer Man/a. 66 customers prefer Nano.
/&at sort o! a Car $r$ o# "ooi% !or?
:actors :uel fficient $igh Pic'up rend# 0ost fficient
No of *espondents ;3 9 38 6F
INTERPRTATION, :rom the a%o"e graph it is anal#/ed as followed • • • • •
;3 customers ha"e opted for fuel efficient. 9 customers ha"e opted for high pic' up. 38 customers ha"e opted for rend#. 6F customers ha"e opted for 0ost efficient. -t is %een clearl# o%ser"ed that most of the customers preferred for :uel fficient.
Do o# o a Car?
:actors Ces No
No of *espondents G= 6
INTERPRTATION, :rom the a%o"e graph it is anal#/ed as followed • •
G= customers own a 0ar. nl# 6 customers do not own a 0ar.
/&at "$a0 o# to o>t !or a TATA Car?
:actors :amil# Media :riends thers
No of *espondents 7F 38 9F ;
INTERPRTATION, :rom the a%o"e graph it is anal#/ed as followed
•
7F customers ha"e ta'en the opinion from their famil# %efore purchasing the 0ar. 38 customers are influenced from media for the purchase of the 0ar. 9F customers ha"e ta'en the opinion from their friends, %efore purchasing the 0ar. ; customers were not influenced with the options pro"ided %efore the purchase of the
•
0ar. -t is clearl# seen that majorit# of the customers ha"e ta'en the opinion from their friends
• • •
in regard to the purchase of the 0ar.
/&at Car 0i0 o# o>t i TATA? :actors Nano 5afari -ndigo -ndica 5umo Man/a -ndica e"6 Qenon 5umo gold
No of *espondents 8 38 3F 7= = 6 38 6 8
5afari storme
8
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that two customers are ha"ing Nano fourteen customers are ha"ing 5afari ten customers are ha"ing -ndigo thirt#4eight customers are ha"ing indica eight customers are ha"ing 5umo two customers are ha"ing Man/a fourteen customers are ha"ing -ndica e"6 two customers are ha"ing Qenon :our customers are ha"ing 5umo gold four customers are ha"ing 5afari 5torme.
Ra o#r Car i t&$ !o""oi% cat$%or ('as$0 o t&$ a'o$ #$stio)
:actors 3st 6nd 7rd
No of *espondents =G < 8
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • • •
=G customers ha"e gi"en first ran' to their 0ar. < customers ha"e gi"en second ran' to their 0ar. 8 customers ha"e ran'ed third. -t is o%ser"ed that =G customers are satisfied with their 0ar.
/&at is t&$ '$st !$at#r$ o! o#r Car?
:actors Mileage rend# *esale "alue 0omforta%le
No of *espondents ;6 6F 36 ;
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • • • •
;6 customers ha"e told that Mileage is the %est feature of their 0ar. 6F customers ha"e told that rend# is the %est feature of their 0ar. 36 customers ha"e told that *esale "alue is the %est feature of their 0ar. ; customers ha"e told that 0omforta%le is the %est feature of their 0ar. -t is seen that ;6 customers ha"e gi"en the option for Mileage as the %est feature of their 0ar.
/&at sti"" 1or$ 0o o# at to i1>ro$ i o#r Car? :actors $igh pic'up rend# Mileage Dura%ilit#
No of *espondents 8= 38 78 8
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • • •
8= customers wanted impro"ement in the Pic'up. 38 customers wanted impro"ement in the trend# loo's of the 0ar. 78 customers want impro"e with the Mileage. 8 customers wanted impro"ements with the Dura%ilit# of the 0ar.
-t is that majorit# of the customers wanted impro"ement in regard to the Mileage.
Ra o#r s&o roo1 i t&$ !o""oi% cat$%ori$s. A) +$&ic"$ Aai"a'i"it :actors 3st 6nd 7rd 8th
No of *espondents == = 6 6
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • • • •
== customers ha"e gi"e 3st ran' for the "ehicle a"aila%ilit#. = customers ha"e gi"e 6nd ran' for the "ehicle a"aila%ilit#. 6 customers ha"e gi"e 7rdran' for the "ehicle a"aila%ilit#. 6 customers ha"e gi"e 8th ran' for the "ehicle a"aila%ilit#. -t is seen that == customers are satisfied with the a"aila%ilit# of the "ehicle on time.
B) I!rastr#ct#r$, :actors 3st 6nd 7rd
No of *espondents =; ; =
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • • •
=; customers ha"e gi"e 3st ran' for the -nfrastructure. ; customers ha"e gi"e 6nd ran' for the -nfrastructure. = customers ha"e gi"e 7rdran' for the -nfrastructure -t is seen that =; customers are satisfied with the a"aila%ilit# of the -nfrastructure.
c) S$ric$, :actors 3st 6nd 7rd
No of *espondents =; 3F 8
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • • •
=; customers ha"e gi"e 3st ran' for the 5er"ice. 3F customers ha"e gi"e 6nd ran' for the 5er"ice. 8 customers ha"e gi"e 7rdran' for the 5er"ice. -t is seen that =; customers are satisfied with the a"aila%ilit# of the 5er"ice.
/&at trait 1a0$ TATA $0%$s o$r ot&$r Cars?
:actors $igh Performance :uel fficienc# $igh resale "alue Iow Maintenance
No of *espondents 67 86 77 6
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • • •
67 customers has opted for $igh performance. 86 customers opted for :uel efficienc#. 77 customers opted for $igh resale "alue. 6 customers opted for Iow maintains.
/&at 1or$ s$ric$s o# r$#ir$ !ro1 Cocor0$ Motors .
:actors -nfrastructure 5chemes More of loan a"aila%ilit#
No of *espondents 6< 66 93
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • •
-t is seen that 6< customers wanted more ser"ice in regard to the -nfrastructure. -t is seen that 66 customers wanted more ser"ice in regard to the 5chemes. -t is seen that 93 customers wanted more ser"ice in regard to the More of loan a"aila%ilit#.
Is Cocor0$ Motors aai"a'"$ to o#r coiac$?
:actors Ces No
No of *espondents G= 6
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • •
G= customers agree that 0oncorde Motors is to their conni"ance. 6 customers agree that 0oncorde Motors is to their conni"ance. -t is seen that G= customers agree that 0oncorde Motors to their conni"ance.
Ho as o#r $=>$ri$c$ it& TATA S$ric$ c$t$r?
:actors &cellent ood 5atisfactor# Bad
No of *espondents 9; 78 3F F
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • • •
9; customers found their e&perience to %e &cellent with the ser"ice center. 78 customers found their e&perience to %e ood with the ser"ice center. 3F customers found their e&perience to %e 5atisfactor# with the ser"ice center. None of the customers had a %ad e&perience with the ser"ice center.
Ho ar$ t&$ s$ric$s >roi0$0 ' TATA S$ric$ c$t$r?
:actors &cellent ood 5atisfactor# Bad
No of *espondents 9; 78 3F F
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • • • •
9; customers found the ser"ice to %e &cellent . 78 customers found the ser"ice to %e ood. 3F customers found the ser"ice to %e 5atisfactor#. None of the customers found the ser"ices pro"ided to %e %ad.
Ar$ o# satis!i$0@ it& t&$ s$ric$s >roi0$0 ' t&$ Cocor0$ Motors?
:actors Ces No
No of *espondents 3FF F
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows •
All the customers are satisfied with the ser"ices pro"ided with 0oncorde Motors.
/o#"0 o# r$co11$0 o#r Car to o#r !a1i" !ri$0s@ $tc?
:actors Ces No
No of *espondents 3FF F
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows •
All the customers would recommend their 0ar to their famil# and friends.
/o#"0 o# r$co11$0 TATA Car or Mar#ti Car to o#r !ri$0s!a1i"?
:actors ata Maruti
No of *espondents 3FF F
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows •
All the customers would recommend AA to their famil# and friends.
/&$r$ 0o o# ra TATA@ a1o% a"" 1otors Car co1>ai$s i I0ia?
:actors 3st 6nd 7rd 8th
No of *espondents G8 ; F F
INTERPRTATION, :rom the a%o"e graph it is anal#/ed that as follows • •
G= customers ha"e gi"en first place to AA. ; customers ha"e gi"en second place to AA.
FINDINGS, Basing on the data gathered from the customers, which was anal#/ed, the :ollowing o%ser"ations are made. ➢ ➢
0oncorde Motors is pro"iding ualit# products to the customers. B# finding AA 0ar as a famil# "ehicle, majorit# of the customers preferred it.
➢
AA has an a%ilit# to gi"e total "alue to the customers.
➢
Majorit# of the customers are reall# satisfied with the AA price. AA is "er# reasona%le when compared to the other :our4wheeler "ehicles.
➢
Most of the customers are reall# satisfied with AA.
➢
Now a da#1s famil# mem%ers are pla#ing a major role in %u#ing pattern and especiall# #oungsters are pla#ing a "ital role in deciding the color of the :our4wheeler "ehicles. Apart from that, majorit# of the customers are ta'ing their own decision in %u#ing AA 0ar
➢
Most of the customers are attracted to purchase AA 0ars through the ad"ertisements. Also print media li'e maga/ines and newspapers pla#ed a major role in the sale of AA.
➢
➢
Iarge amount of customers %elie"e that ad"ertisements are reall# helpful in decision ma'ing. But some customers thought that, ad"ertisement is not so much helpful in decision ma'ing.
➢
Almost =;L customers are satisfied with the after sale ser"ices.
➢
he spare parts of the AA are easil# a"aila%le in the mar'et.
➢
0ustomers are reall# satisfied with and AA the majorit# of the customers would suggest to their friends or famil# mem%ers to %u# AA in future.
RECOMMENDATIONS After anal#/ing the findings, the following suggestions ha"e %een prepared. reat care has %een ta'en in ma'ing these suggestions for impro"ement of customer satisfaction
➢
A constant urge to upgrade and 'eep pace with the changing times gi"es organi/ation the competiti"e ad"antages or cutting edge o"er the competition.
➢
he ser"ice centre must %e read# with all t#pe of spare parts all o"er the time.
➢
-mpro"e the cooling s#stem in %ase model.
➢
he after sale ser"ice has to %e impro"ed and ma'e a"aila%ilit# at ser"ice centres e"en in rural areas so as to face the competition e&isting in the 5! segments.
➢
-ntroduce new multicolor graphics, which would %e attracting more people, especiall# #oungsters.
➢
here is "er# less ad"ertising for. he ad"ertising has to %e done repeatedl# so that the %rand awareness could %e maintained and new customers are attracted, which helps in impro"ing the mar'et share.
➢ ➢ ➢ ➢
-ntroduce low installments and low down pa#ment schemes to attract more people. 5atisfied e&isting customers %# gi"ing more "alues and attracti"e offers. 0ompan# has to contact the customers more and more freuentl#. here is a hea"# demand for AA in the mar'et, so the suppl# has to %e
impro"ed to
meet the demand of the customers. ➢
-nspect the ser"icing centre continuousl# so that the# tr# to follow rules and regulations strictl#, and will ser"e the "ehicle on time.
➢
r# to maintain reasona%le price of the AA, as this is the 'e# factor in customer %u#ing decision.
➢ ➢
All the "ehicles of AA must %e a"aila%le at the each and e"er# showroom. 0ompan# must tr# to tap the rural areas with the help of print media and hoardings.
SUMMARY, -t needs to %e emphasi/ed at the "er# outset that there is no unified, tested and uni"ersall# esta%lished theor# %u#ing %eha"ior. >hat we ha"e toda# are certain ideas on %u#ing %eha"ior. 5ome of these ideas are ta'en their cue from economics, others from ps#cholog#, and #et others is drawn simultaneousl# from se"eral of the social sciences. Professional researchers as well as %usiness firms ha"e studied the su%ject e&tensi"el#, contri%uting to a large assortment of 'nowledge on %u#er1s %eha"ior. $owe"er, a uni"ersall# accepted theor# on the su%ject is #et to emerge. -t is with understanding of the limitations of %u#ers %eha"ior studies that we ha"e to precede further.
Bu#ing %eha"ior concerned with the acti"ities and actions of people and organi/ations that purchase and use economic goods and ser"ices, including the influences on these acti"ities and actions.
CONCLUSION, heir man# en"ironmental influences com%ine to form a total life setting for consumers. Purchasing and using products and ser"ices are among the wa#s in which people respond to and interact with the world a%out them. Mar'eting manager must understand the li"e setting of consumers to full# appreciate what consumers are tr#ing to accomplish with particular purchase. nl# then can a compan# demonstrate the rele"ance of its mar'eting offer to consumers %# showing how it will help them deal with their life setting. !ltimatel#, con"incing customers of the product offers rele"ance is crucial to sales growth in mar'ets. Mar'eting stimuli consist of the four P s
•
Product
•
Price
•
Place
•
Promotion
ther stimuli include major forces and e"ents in the %u#ers en"ironment economic, technological, political and cultural. All these inputs enter the %u#ers %lac' %o& where the# are turned into a set of o%ser"a%le %u#er responses product choice, %rand choice, dealer choice, purchase timing and purchase amount. he mar'eter wants to understand how the stimuli are changed into response inside the consumer1s %lac' %o&, which has two parts first, the %u#er1s characteristics influence how he or she percei"es and reacts to the stimuli second, the %u#ers decision process itself affects the %u#ers %eha"ior.
-UESTIONNAIRE CUSTOMERS PERSONAL INFORMATION
2. Na1$
4. A00r$ss
9. P&o$ No.
,
7. A%$
R3=46FS R63469S R6;47FS R73479S R7;48FS R8F4A%o"eS
A STUDY ON CONSUMER BUYING BEHA+IOUR TO/ARDS TATA Cars 3. >hat is #our ccupation? 5uper"isor
T U
Businessman
T
U
5tudent
T U
mplo#ee
T
U
6. >hat is #our monthl# income ? 9,FFF
4 3F,FFF
T U
3F,FFF @ 39,FFF
T
U
39,FFF
4 6F,FFF
T U
A%o"e 6F,FFF
T
U
7. -f #ou opt a 0ar from AA, what t#pe of 0ar would #ou go for? -ndica
T U
5afari
T U
Man/a
T U
NAN
T U
8. >hat sort of a 0ar were #ou loo'ing for? :uel fficient
T U
$igh Pic'up
T U
rend#
T U
0ost fficient
T U
9. Do #ou own a 0ar? Ces
T
U
No
T
U
; .>hat lead #ou to opt for a AA car? :amil#
T
U
Media
T
U
:riends
T
U
thers
T
U
<. >hat 0ar did #ou opt in AA? (pen end uestion) VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV
=. *an' #our 0ar in the following categor# (%ased on the a%o"e uestion) 3
6
7
8
9
;
G. >hat is the %est feature of #our 0ar (pen end uestion)
3F. >hat still more do #ou want to impro"e in #our 0ar? $igh pic'up
T
U
rend#
T
U
Mileage
T
U
Dura%ilit#
T
U
33. *an' #our show room in the following categories.
3
6
7
8
ehicle A"aila%ilit#
-nfrastructure
5er"ice Ioan A"aila%ilit#
36. >hat trait made AA edges o"er other 0ars? $igh Performance
T
U
:uel fficienc#
T
U
$igh resale "alue
T
U
Iow Maintenance
T
U
37. >hat more ser"ices #ou reuire from 0oncorde Motors. (pen ended uestion)
38. -s 0oncorde Motors a"aila%le to #our conni"ance? Ces
T
U
No
T
U
39. $ow was #our e&perience with AA ser"ice center? &cellent
T U
ood
T U
5atisfactor#
T U
Bad
T U
3;. $ow are the ser"ices pro"ided %# AA ser"ice center? &cellent
T U
ood
T U
5atisfactor#
T U
Bad
T U
3<. Are #ou satisfied, with the ser"ices pro"ided %# the 0oncorde motors? Ces
T
U
No
T
U
T
U
3=. >ould #ou recommend #our 0ar to #our famil# friends, etc? Ces
T
U
No
3G. >ould #ou recommend AA cars or Maruti 5u/u'i cars to #our friendsHfamil#? AA cars
T
U
Maruti 5u/u'i
T
U
8 T
U
6F. >here do #ou ran' AA, among all motors 0ar companies in -ndia? *an'
3
T
U
6
T
U
7
T
U
BIBLIOGRAPHY,
R$!$r$c$s 2. Da"id I Ioundon and Al%ert J Della Bitta, 0onsumer Beha"ior, 8He, M$, New Delhi, 4. 9. 7. 8.
6FF<. Phillip +otler Mar'eting Management, 33He, Pearson, 6FF<. Phillip +otler and +el"in Iane Mar'eting Management 36th d Pearson ducation 6FF<. 5chiffman, I. and +anu' I.I 0onsumer Beha"ior, =He, Pearson ducation, 6FF<. .5. *amaswam# and 5.Nama'umari Mar'eting Management, 6FF<.
