Summer Internship Report On TO STUDY THE CUSTOMER PERCEPTION TOWARDS TATA MOTORS & FACTORS SIGNIFICANT WHILE 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

Research Methodology

MARKET RESEARCH PROBLEMS 1.To study the customer Perception towards Tata Motors. Hypotheses The perception of customers towards Tata Motors is good. 2.To study the factors significant while choosing a four wheeler with reference to Tata Motors.

Primary Research Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data. Primary Research is often undertaken after the researcher has gained some insight into the issue by collecting secondary data. This can be through numerous forms, including questionnaires, direct observation and telephone interviews amongst others. This information may be collected in things like questionnaires and interviews .

Secondary-Research Secondary research includes data that has been previously collected and assembles for projects other 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 the proposal economically. It is relatively inexpensive as compared to primary-research and can be undertaken without going into the field.

Primary data resources used Questionnaire A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Secondary data resource used Industry presentations and company database. Books , electronic resources. Different forms of secondary-methods have been used to gather relevant data for study which can further be analyzed to make appropriate implications and achieve the objectives. This includes topics that have been discussed covering the subject area 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 However, there is a disadvantage of information being outdated as this industry is evolving at a rapid pace.

Data Collection
Primary Data It is collected through questionnaire, and analysis is done with the SPSS software and MS Excel. Secondary Data These are collected through websites, company database, 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 the population or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how.

Sampling method Non Probability Sampling This includes the personal judgment of the researcher rather than chance to select sample elements. The researcher can arbitrarily or consciously decide what elements to include in the sample. Non probability samples may yield good estimates of the population characteristics. Commonly used non probability sampling techniques are: Convenience Sampling
Judgmental sampling

Scaling Technique Scaling technique used here is Likert scale, and Q sort scaling. Likert scaling involves a list of statements relating to attitude in question. In Likert scaling we can also check the degree of agreement and disagreement. Each degree of agreement and disagreement is given a score on a level of 1 to 5 or it can also be rated on at a scale of 1 to 5. Score is computed by summing up these scores from all the statements. Q sort scaling, a scaling technique that uses a rank order procedure to sort objects, based similarity respect to some criterion.

Data Analysis

Keeping in mind the prerequisites of the research, the research survey was done for 150 respondents. These belong to different age groups and professions.

Question 1 -Which vehicle do you own ?

options (a) Maruti no. of respondent 28

(b) Tata
(c) Hyundai (d) chevrolet (e) Honda (f) other

22
32 6 8 4

current vehicle which customer own

35 30 25 20 15 10 5 0
no. of respondents

no. of respondent

options

Chi-square test Frequencies

Maruti

Observed N NO YES Total 72 28 100

Expected N 50.0 50.0

Residual 22.0 -22.0

Tata

Observed N

Expected N

Residual

NO
YES Total

78
22 100

50.0
50.0

28.0
-28.0

Hyundai

Observed N
NO YES Total 68 32 100

Expected N
50.0 50.0

Residual
18.0 -18.0

Chevrolet

Observed N
no yes Total 94 6 100

Expected N
50.0 50.0

Residual
44.0 -44.0

Honda

Observed N
no yes Total 92 8 100

Expected N
50.0 50.0

Residual
42.0 -42.0

Test Statistics hyunda chevrol maruti tata ChiSquare Df i et honda other

19.360 31.360 12.960 77.440a 70.560 84.640

a a a a a

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 50.0.

Question 2 Which fuel option of Tata vehicle you want to purchase?

options

no. of respondents

Diesel

70

Petrol

30

fuel option of Tat vehicles customer want to purchase

80 70 60 50 40 30 20 10 0 Diesel options Petrol

no. of respondents

no. of respondents

Chi-Square test Frequencies

Diesel

Observed N

Expected N

Residual

no
yes Total

30
70 100

50.0
50.0

-20.0
20.0

Test Statistics diesel Chi-Square Df 16.000a 1 Petrol 16.000a 1

a. 0 cells (.0%) have expected frequencies less than 5.

The minimum expected cell frequency is 50.0.

Question 3 what are the options you are

looking in Tata?
Options (a) Manza (b) Indica Vista (c) Indigo CS no. of respondents 38 20 24

(d) Safari
(e) nano

16
2

options customer looking in Tata

40 35 30 25 20 15 10 5 0 (a) Indigo (b) Indica c Indigo (d) Safari (e) nano Manza Vista CS options

no. of respondents

no. of respondents

Question 4 Kindly rate the features of Tata vehicles.

Particulars Looks of the vehicle Interiors of the poor 0 Average 6 Good 66 very good Best 16 12

vehicle
Leg space Boot space seat comfort pick up operations overall evauation

0
0 0 1 0 0 0

8
8 12 18 24 26 4

66
30 20 48 42 46 66

20
50 58 25 26 18 22

6
2 10 8 8 10 8

featurs of tata vehicle

70 60 50 40 30 20 10 0
Looks of the vehicle Leg space seat comfort operations no. of respondents

poor average good very good best

options

Z-Test
One-Sample Statistics

N looks_of_vehicle 100

Mean 3.3400 3.2400 3.6400 3.6800 3.1600 3.1400

Std. Deviation Std. Error Mean .76831 .68343 .82290 .83943 .88443 .94302 .07683 .06834 .08229 .08394 .08844 .09430

interior_of_the_vehicle 100 leg_space vcboot_space seat_comfort pick_up 100 100 100 100

Question 5 What do you think most important things while purchasing a new vehicle? Faster Pick up

Looks

Mileage

After sale service

Maintenance cost

Safety

Brand Value

Price

One-Sample Statistics Std. Std. Error

N
faster_pick_up 100

Mean

Deviation

Mean
.20738

3.6800 2.07379

looks
mileage

100
100

3.4400 2.27556
3.3600 2.13447

.22756
.21345

after_sale_serv 100
ice maintenance_c 100 ost

4.5000 2.23155

.22315

5.7800 1.97244

.19724

Question 6 Tata vehicles are good at:

Particulars

poor

average

good

very good

best

1. Price

68

18

10

2. Design

18

46

18

16

3. Mileage

32

48

4. interior space

10

30

36

22

5. safety

28

26

30

Tata vehicles are good at:

80
no. of respondent

70 60 50 40 30 20 10 0 poor average good options very good best 1. Price 2. Design 3. Mileage 4. interior space 5. safety

Z-test

One-Sample Statistics Std. Std. Error

N
price design mileage 100 100 100

Mean

Deviation

Mean
.07138 .10552 .09264 .09972

3.3400 .71379 3.2400 1.05524 3.5200 .92638 3.6600 .99717

interior_spac 100 e

Question 7 The cost of ownership of a Tata vehicle ?

options very economical economical average expensive no. of respondent 2 38 56 4

no. of respondents

60 50 40 30 20 10 0
ica l

ve ry ec on om ec on om ic a l av er ag e ex pe ns ive

cost of ownership

options
ve ry ex pe ns iv e

no. of respondent

Question 8 -Do you think test drive is

important before buying a vehicle?

options Yes

no. of respondents 98

No

Test drive is important before buying vehicle

120
no. of respondents

100 80 60 40 20 0 Yes options No no. of respondents

Chi-Square test Frequencies

Yes

Observed N no yes Total 2 98 100

Expected N 50.0 50.0

Residual -48.0 48.0

No

Observed N
no yes Total 98 2 100

Expected N
50.0 50.0

Residual
48.0 -48.0

Test Statistics

yes Chi-Square Df 92.160a 1

no 92.160a 1

Question 9- What is the best thing you like

about Tata?
Averag very

particulars

poor

e
12 0

Good
66 42

good
12 42

Best
6 14

product desgn 4 Brand product features Service 0 4 2

20 22

56 60

20 14

4 0

no. of respondents

70 60 50 40 30 20 10 0

pr od uc t de sg n Br an d fe at ur es Se rv ice co st rid i ng co m fo rt

pr od uc t

best thing customer like about Tata

options
m ain t ov er a ll en an ce

best

poor

good

average

very good

Z-Test
One-Sample Statistics Std. N product_design brand 100 100 Mean 3.0200 3.6600 Std. Deviation Mean .81625 .79417 .08162 .07942 Error

product_features
service maintenance_cost

100
100 100

3.0800
2.8000 3.0000 3.2800

.74779
.69631 .69631 .69747

.07478
.06963 .06963 .06975

overall_riding_comfort 100

Question 10- Do you recommend Tata vehicle

to your friends and relatives?

options

no. of respondents

Yes

92

No

Recommend Tata vehicle to others

100 90 80 70 60 50 40 30 20 10 0 Yes options No

no. of respondents

no. of respondents

Chi-Square Test Frequencies

Yes

Observed N

Expected N

Residual

no
yes Total

8
92 100

50.0
50.0

-42.0
42.0

No

Observed N
.00 1.00 Total 92 8 100

Expected N
50.0 50.0

Residual
42.0 -42.0

Test Statistics

yes
Chi-Square Df 70.560a 1

no
70.560a 1

a. 0 cells (.0%) have expected frequencies less

Findings, Conclusion And Recommendation

Findings Most of the customers are using Hyundai brand. Now they shifting from Hyundai to Tata, after Hyundai Maruti brand is used by the customers and 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 Tata vehicles. Now a days the most demanded car of Tata is Indigo Manza because of its features at economical prices, secondly Indigo CS because recently it launched e-series with advanced engine and new features. Customers rate the features of Tata vehicle and according to them the looks of the vehicle are good, interior are good, the leg space is very good, boot space is again very good, seat comfort is good, pick up is good, the operations are good, and last but not the least the overall evaluation is good. According to customers the important things while purchasing a new vehicle is its mileage, looks and the least important is the brand value, this shows that customer see product not the brand , the product should

According to the customers the Tata vehicle are good at its price, design and very good at its mileage, interior space and safety. The cost of ownership of a Tata vehicle is average, not too high 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 its design are good, Brand is very good, the features of the product are good, the service they provide is again good, maintenance cost is good, and finally the riding comfort is good. 92% of the customers said they will recommend the Tata vehicle to others.

Conclusion To study the customer Perception towards Tata Motors. Hypotheses : The perception of customers towards Tata Motors is good. : The perception of customers towards Tata Motors is not good. According to the data available and analysis it is clearly observe that : Alternate hypothesis is rejected.

The factors significant while choosing a four wheeler are Mileage and looks which customer prefer as important and things, the thing which is least important is brand value. And, another thing that is test drive is also consider very important before choosing a four wheeler. Most of the respondents think Tata vehicles are good at overall basis and in case of specific things like the interior 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 is using the same quality of paint which Mercedes Benz is using.

Recommendation
More offers should be provided to customers. Car delivery time should be less. The plastic quality should be improved in Tata cars . More test drives should be offered.

References
Books Naresh K. Malhotra, Marketing Research Philip Kotler, Marketing Management Leon G. Schiffman, Consumer Behaviour Bill Brewer, Perception and Reason Perception Theory, Development, and Organization, Paul Rookes, Jane Willson Websites www.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