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Summer Internship Report On
TO STUDY THE CUSTOMER PERCEPTION
TOWARDS TATA MOTORS & FACTORS SIGNIFICANTWHILE CHOOSING A FOUR WHEELER By
MOHD AZAD
1112370012 MBA-RM Class of 2012
Department of Marketing And Sales In Partial Fulfillment of Award of Master of Business
Administration
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ResearchMethodology
MARKET RESEARCH PROBLEMS 1.To study the customer Perception towards TataMotors.
Hypotheses The perception of customers towards Tata Motors
is good.
2.To study the factors significant while choosing afour wheeler with reference to Tata Motors.
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Primary ResearchPrimary research (also called field research)
involves the collection of data that does notalready exist, which is research to collectoriginal data. Primary Research is often
undertaken after the researcher has gained someinsight into the issue by collecting secondarydata. This can be through numerous forms,
including questionnaires , direct observation andtelephone interviews amongst others. Thisinformation may be collected in things like
questionnaires an d interviews .
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Secondary-Research Secondary research includes data that has been
previously collected and assembles for projectsother than the one in hand (Zikmund, 1999).This method allows researchers to evaluate and
identify gaps in literature with the help of various sources which further validates theproposal economically. It is relatively
inexpensive as compared to primary -researchand can be undertaken without going into thefield.
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Primary data resources used QuestionnaireA questionnaire is a research instrument consisting of a series
of questions and other prompts for the purpose of gatheringinformation from respondents. Secondary data resource used Industry presentations and company database. Books , electronic resources. Different forms of secondary -methods have been used togather relevant data for study which can further be analyzed tomake appropriate implications and achieve the objectives. Thisincludes topics that have been discussed covering the subjectarea and has identified areas that need to be explored.However, there is a disadvantage of information being
outdated as this industry is evolving at a rapid pace.
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Data Collection Primary Data It is collected through questionnaire, and analysis isdone with the SPSS software and MS Excel. Secondary Data These are collected through websites, companydatabase, and company reports.Research Design The research design here used is descriptive research.
Descriptive research , also known as statistical research , describes data and characteristics about thepopulation or phenomenon being studied. Descriptive
research answers the questionswho
,what
,where
,when and how .
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Sampling method Non Probability Sampling This includes the
personal judgment of the researcher rather thanchance to select sample elements. Theresearcher can arbitrarily or consciously decide
what elements to include in the sample. Nonprobability samples may yield good estimates of the population characteristics. Commonly used
non probability sampling techniques are: Convenience Sampling Judgmental sampling
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Scaling Technique Scaling technique used here is Likert scale, and Q sort scaling. Likert scaling involves a list of statementsrelating to attitude in question. In Likert scaling wecan also check the degree of agreement anddisagreement. Each degree of agreement and
disagreement is given a score on a level of 1 to 5 or itcan also be rated on at a scale of 1 to 5. Score iscomputed by summing up these scores from all the
statements. Q
sort scaling, a scaling techniquethat uses a rank order procedure to sort objects,based similarity respect to some criterion.
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Data Analysis
Keeping in mind the pre-
requisites of the research, theresearch survey was done for 150 respondents. These belong
to different age groups andprofessions.
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Question 1 - Which vehicle do you
own ? options no. of respondent
(a) Maruti 28
(b) Tata 22
(c) Hyundai 32
(d) chevrolet 6
(e) Honda 8
(f) other 4
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05
101520253035
n o .
o f r e s p o n
d e n
t s
options
current vehicle which customer own
no. of respondent
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Maruti
Observed N Expected N Residual
NO 72 50.0 22.0
YES 28 50.0 -22.0
Total 100
Chi-square testFrequencies
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Tata
Observed N Expected N Residual
NO 78 50.0 28.0
YES 22 50.0 -28.0
Total 100
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Hyundai
Observed N Expected N Residual
NO 68 50.0 18.0
YES 32 50.0 -18.0
Total 100
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Chevrolet
Observed N Expected N Residual
no 94 50.0 44.0
yes 6 50.0 -44.0
Total 100
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Honda
Observed N Expected N Residual
no 92 50.0 42.0
yes 8 50.0 -42.0
Total 100
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options no. of respondents
Diesel 70
Petrol 30
Question 2 Which fuel option of Tata vehicle youwant to purchase?
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fuel option of Tat vehicles customer want topurchase
010
20304050
607080
Diesel Petrol
options
n o .
o f r e s p o n
d e n
t s
no. of respondents
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Diesel
Observed N Expected N Residual
no 30 50.0 -20.0
yes 70 50.0 20.0
Total 100
Chi-Square test Frequencies
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Test Statistics
diesel Petrol
Chi-Square 16.000 a 16.000 a
Df 1 1
a. 0 cells (.0%) have expected frequencies less than 5.
The minimum expected cell frequency is 50.0.
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Options no. of respondents
(a) Manza 38
(b) Indica Vista 20
(c) Indigo CS 24
(d) Safari 16
(e) nano 2
Question 3 what are the options you arelooking in Tata?
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options customer looking in Tata
0
5101520
25303540
(a) IndigoManza
(b) IndicaVista
c IndigoCS
(d) Safari (e) nano
options
n o .
o f r e s p o n
d e n
t s
no. of respondents
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Particulars
poor
Average
Good
very good
Best
Looks of the vehicle 0 6 66 16 12
Interiors of the
vehicle 0 8 66 20 6
Leg space 0 8 30 50 2
Boot space 0 12 20 58 10
seat comfort 1 18 48 25 8
pick up 0 24 42 26 8
operations 0 26 46 18 10
overall evauation 0 4 66 22 8
Question 4 Kindly rate the features of Tatavehicles .
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featurs of tata vehicle
0102030
40506070
L o o
k s o
f
t h e
v e
h i c l e
L e g s p a c e
s e a t
c o m
f o r t
o p e r a
t i o n s
options
n o .
o f r e s p o n
d e n
t s
poor
average
good
very good
best
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One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
looks_of_vehicle 100 3.3400 .76831 .07683
interior_of_the_vehicle 100 3.2400 .68343 .06834
leg_space 100 3.6400 .82290 .08229
vcboot_space 100 3.6800 .83943 .08394
seat_comfort 100 3.1600 .88443 .08844
pick_up 100 3.1400 .94302 .09430
Z-Test
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Question 5 What do you think most importantthings while purchasing a new vehicle? Faster Pick up
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Looks
il
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Mileage
Af l i
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After sale service
M i
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Maintenance cost
S f
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Safety
B d V l
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Brand Value
P i
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Price
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One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean faster_pick_up 100 3.6800 2.07379 .20738
looks 100 3.4400 2.27556 .22756
mileage 100 3.3600 2.13447 .21345
after_sale_serv
ice
100 4.5000 2.23155 .22315
maintenance_c
ost
100 5.7800 1.97244 .19724
Q i 6 T hi l d
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Particulars poor average good very good best
1. Price 0 4 68 18 10
2. Design 2 18 46 18 16
3. Mileage
4
8
32
48
8
4. interior space 2 10 30 36 22
5. safety 8 28 26 30 8
Question 6 Tata vehicles are good at:
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Tata vehicles are good at:
010
203040
5060
7080
poor average good very good best
options
n o .
o f r e s p
o n
d e n
t
1. Price
2. Design
3. Mileage
4. interior space
5. safety
Z-test
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One-Sample Statistics
N Mean Std.
Deviation Std. Error
Mean
price 100 3.3400 .71379 .07138
design 100 3.2400 1.05524 .10552
mileage 100 3.5200 .92638 .09264
interior_spac
e 100 3.6600 .99717 .09972
Q ti 7 Th t f hi f T t
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options no. of respondent
very economical 2
economical 38
average 56
expensive 4
Question 7 The cost of ownership of a Tatavehicle ?
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cost of ownership
0102030405060
v e r y
e c o n o
m i c a l
e c o n o
m i c a l
a v e r a
g e
e x p e n s i v e
v e r y
e x p e n s i v e
options
n o .
o f
r e s p o n
d e n
t s
no. of respondent
Q ti 8 Do o think test dri e is
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Question 8 - Do you think test drive isimportant before buying a vehicle?
options no. of respondents Yes 98
No
2
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Test drive is important before buying vehicle
0
20
40
60
80
100120
Yes No
options
n o .
o f r e s p o n
d e n
t s
no. of respondents
Chi Square test
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Yes
Observed N Expected N Residual no 2 50.0 -48.0
yes 98 50.0 48.0
Total 100
Chi-Square test Frequencies
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No
Observed N Expected N Residual
no 98 50.0 48.0
yes 2 50.0 -48.0
Total 100
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Test Statistics
yes no
Chi-Square 92.160 a 92.160 a
Df
1
1
Question 9 What is the best thing you like
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particulars poor Average Good
verygood Best
product desgn 4 12 66 12 6
Brand 2 0 42 42 14
product
features 0 20 56 20 4
Service 4 22 60 14 0
Question 9- What is the best thing you likeabout Tata?
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best thing customer like about Tata
010
203040506070
p r o d u c t d
e s g n
B r a n
d
p r o d u c
t f e a t u
r e s
S e r v i
c e
m a i n t e n a
n c e c
o s t
o v e r a
l l r i d i n g c
o m f o r
t
options
n o .
o f r e s p o n
d e n
t s
poor
average
good
very good
best
Z-Test
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One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
product_design 100 3.0200 .81625 .08162
brand 100 3.6600 .79417 .07942
product_features 100 3.0800 .74779 .07478
service
100
2.8000
.69631
.06963
maintenance_cost 100 3.0000 .69631 .06963
overall_riding_comfort 100 3.2800 .69747 .06975
Z-Test
Question 10 Do you recommend Tata vehicle
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options no. of respondents
Yes 92
No 8
Question 10- Do you recommend Tata vehicleto your friends and relatives?
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Recommend Tata vehicle to others
010
2030405060708090100
Yes No
options
n o .
o f r e s p
o n
d e n
t s
no. of respondents
Chi-Square Test
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Yes
Observed N Expected N Residual
no 8 50.0 -42.0
yes 92 50.0 42.0
Total 100
Chi Square Test Frequencies
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No
Observed N Expected N Residual
.00 92 50.0 42.0
1.00 8 50.0 -42.0
Total 100
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Test Statistics
yes no
Chi-Square 70.560 a 70.560 a
Df 1 1
a. 0 cells (.0%) have expected frequencies less
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Findings, ConclusionAnd
Recommendation
Findings
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Most of the customers are using Hyundai brand. Now they shifting fromHyundai to Tata, after Hyundai Maruti brand is used by the customersand after it Tata is used by the customers, it shows that they are using
Tata and again they are opting for Tata vehicle. Mostly customers opt for diesel engine rather than petrol engine in Tatavehicles. Now a days the most demanded car of Tata is Indigo Manza because of
its features at economical prices, secondly Indigo CS because recently itlaunched e-series with advanced engine and new features. Customers rate the features of Tata vehicle and according to them thelooks of the vehicle are good, interior are good, the leg space is verygood, boot space is again very good, seat comfort is good, pick up isgood, the operations are good, and last but not the least the overallevaluation is good. According to customers the important things while purchasing a newvehicle is its mileage, looks and the least important is the brand value,
this shows that customer see product not the brand , the product should
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According to the customers the Tata vehicle are good at itsprice, design and very good at its mileage, interior space and
safety. The cost of ownership of a Tata vehicle is average, not toohigh and not too low. 98% of customers think that test drive is important before
purchasing a vehicle. The best thing customers like about Tata vehicles is itsdesign are good, Brand is very good, the features of theproduct are good, the service they provide is again good,
maintenance cost is good, and finally the riding comfort isgood. 92% of the customers said they will recommend the Tatavehicle to others.
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ConclusionTo study the customer Perception towards TataMotors. Hypotheses
: The perception of customers towards Tata Motorsis good.
: The perception of customers towards Tata Motorsis not good.
According to the data available and analysis it isclearly observe that : Alternate hypothesis is rejected.
The factors significant while choosing a four wheeler
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The factors significant while choosing a four wheelerare Mileage and looks which customer prefer asimportant and things, the thing which is leastimportant is brand value. And, another thing that istest drive is also consider very important beforechoosing a four wheeler.
Most of the respondents think Tata vehicles are goodat overall basis and in case of specific things like theinterior space it is very spacious , the leg space is also
spacious, if we talk about safety the Tata vehicles come under European safety norms. Tata Motors isusing the same quality of paint which Mercedes Benzis using.
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Recommendation
More offers should be provided tocustomers.Car delivery time should be less. The plastic quality should be improved inTata cars .
More test drives should be offered.
References
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Books Naresh K. Malhotra , Marketing ResearchPhilip Kotler , Marketing ManagementLeon G. Schiffman , Consumer Behaviour Bill Brewer, Perception and Reason
Perception Theory, Development, and Organization , Paul Rookes, JaneWillson
Websiteswww.tatamotors.com www.themanager.org/marketing/Customer_Perception.htm www.carwala.com http://elsmar.com/Forums/showthread.php?t=10730 www.gaadi.com www.articlesbase.com/article-tags/perception Others Companys brochures and presentations
Article: Choose Your Perception to Create Your Reality
http://www.questia.com/read/109296864?title=Perception:%20Theory,%20Development,%20and%20Organisationhttp://www.tatamotors.com/http://www.themanager.org/marketing/Customer_Perception.htmhttp://www.carwala.com/http://elsmar.com/Forums/showthread.php?t=10730http://www.gaadi.com/http://www.articlesbase.com/article-tags/perceptionhttp://www.articlesbase.com/self-improvement-articles/choose-your-perception-to-create-your-reality-525319.htmlhttp://www.articlesbase.com/self-improvement-articles/choose-your-perception-to-create-your-reality-525319.htmlhttp://www.articlesbase.com/article-tags/perceptionhttp://www.articlesbase.com/article-tags/perceptionhttp://www.articlesbase.com/article-tags/perceptionhttp://www.gaadi.com/http://elsmar.com/Forums/showthread.php?t=10730http://www.carwala.com/http://www.themanager.org/marketing/Customer_Perception.htmhttp://www.tatamotors.com/http://www.questia.com/read/109296864?title=Perception:%20Theory,%20Development,%20and%20Organisation -
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