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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 .
http://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Questionnaireshttp://en.wikipedia.org/wiki/Questionnaireshttp://en.wikipedia.org/wiki/Data


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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.
http://en.wikipedia.org/wiki/Researchhttp://en.wikipedia.org/wiki/Questionhttp://en.wikipedia.org/wiki/Questionhttp://en.wikipedia.org/wiki/Research


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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 .
http://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Statistics


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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


NO 78 50.0 28.0

YES 22 50.0 -28.0

Total 100


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Hyundai


NO 68 50.0 18.0

YES 32 50.0 -18.0

Total 100


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Chevrolet


no 94 50.0 44.0

yes 6 50.0 -44.0

Total 100


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Honda


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


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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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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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


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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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


no 8 50.0 -42.0

yes 92 50.0 42.0

Total 100

Chi Square Test Frequencies


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No


.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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