A PROJECT REPORT ON

"CONSUMER BUYING BEHAVIOUR OF TATA MOTORS UNDER IDEAL DEALERS PVT. LTD. MUZAFFARPUR"

Submitted to

In Partial fulfillment of the requirements for the award of Degree of

MASTER OF BUSINESS ADMINISTRATION Submitted by Name : SANJEEV KUMAR Roll. No. : 7311775 MBA (MARKETING)

Galaxy Global Group of institutions

Shahabad-Saha- Panchkula Highway, NH-73 Village Dinarpur, Shahabad (Ambala)

(2012)
Galaxy Global Group of institutions
TO WHOM SO EVER IT MAY CONCERN
This is to certify that the project report titled "Consumer Buying Behaviour of Tata Motors under Ideal Dealers Pvt. Ltd. Muzaffarpur" carried out by Mr. Sanjeev Kumar has been accomplished under my guidance & supervision as a duly registered MBA student of the Galaxy Global Group of Institution, Ambala. This project is being submitted by his in the partial fulfillment of the requirements for the award of the Master of Business Administration from Galaxy Global Group of Institution. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration. _________________________ (Name & Signature of the Faculty Advisor) Title : _________________________ Date : _________________________

DECLARATION OF AUTHANTICITY BY STUDENT

I, Sanjeev Kumar, hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section.

Sanjeev Kumar (Student's Name & Signature)

Roll. No. 7311775 MBA (Marketing)

Date : ___________________

PREFACE
Marketing as a subject of study has received widespread support from both the academic and business segments of people of India. It may be attributed to the onset of the industrial revolution in India. This necessitated acquisition of marketing operation of the business. The Indian economy like other developing economics is a marketing economy Le. gears to a production of Industrial and consumer goods and services for the profitable sale, quite early in the development of India economy, the production has become specialized first by product and later by the processes. As the speed of this development increased, the producer and consumer as well as the entire of production and consumption has become more complex and highly specialized. It is no longer possible to consider the total population as a market for any particular product, it is necessary to define rightly specialized market by their characteristics. Le. Various combinations of age, sex, occupation, location, income, etc. So, that product may be developed for the specialized market segment of any economy. Even in situation of reactive monopoly and other non competitive situations, marketing influences all phases of business activities in order to pursue marketing opportunities as well as anticipate marketing problems manager need to collect comprehensive and reliable information, Managers cannot carry out marketing analysis, planning implementation and control without researching competitors, dealers and their own sale and data costs. This Project report on "Consumer Behaviour of Tata Motors is based on the My Six Weeks Summer training with Ideal Dealers Pvt. Ltd. Muzaffarpur. During my six weeks training with Ideal Dealers Pvt. Ltd. Muzaffarpur. I was provided an excellent opportunity to study and analysis Consumer Behaviour done by Muzaffarpur. This analysis provided me ability to understand the market practically and I got theoretical knowledge as well.

Sanjeev Kumar M.B.A. (Marketing)

ACKNOWLEDGEMENT
There are very few things that come in the life of person may be for a short span of time, but leaves an ever shinning impression into the mind. My Summer Training one of the events, which will be evergreen in my life. It was a great experience to have it before to starting my profession career. It was whole new experience for me. During these Six Weeks of my training there were many unforgettable moments, which will carry special place in my life. I have placed in India's Largest Automobile Company TATA MOTORS I shared my real Marketing Skill and Knowledge from their experience of enthusiastic and cordial executives. Without whom I would have not been able to achieve my aim. First of all I would like to express my thanks Mr. S.N.Mallick (Manager Sales) and Mr. Jivesh Kumar (My Training Guide) of Ideal Dealers Pvt. Ltd., Muzaffarpur for permitting me to do the summer training and sharing evaluate experience and suggestions regarding my preparations of report. Again I would like to express my deep sense of gratitude to Mr. Pramod Singhal (Asst. Professor.) whose timely guidance and criticism made it possible for me to prepare my project report. I also owe sincere gratitude to my Parents and my relatives who has my constant source of inspiration and friends whose love, affection, co-operation and moral support have provided me strength to perform the training as best as possible. Finally, I take the blame over me for the mistakes in preparing this Project Report and I hope that these mistakes should be overlooked. [Sanjeev Kumar]

TABLE OF CONTENTS
Sl.No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Executive Summary Objective and Scope of study Company Profile Theoretical Background (Consumer Behaviour) Consumer Behaviour regarding Tata Moros Research Methodology Data Analysis and Interpretation Observation and Findings Limitations Suggestions Conclusion Bibliography Annexure TOPICS Page No.

Executive Summary
Now days automobile manufacturers are adopting new technology inventing new model, discovering opportunities to sale their products and service to achieve 100% satisfaction for the customers.

I have conducted a survey of TATA MOTORS for HCV this is an attempt to analyze the market status of Tata Motors under the Area of Ideal Dealers Pvt. Ltd. Muzaffarpur.

After stating the objective of the survey the next step is to develop the plan for gathering huge information. For this purpose I have visited all the customers of the Tata HCV in different areas of Muzaffarpur, which comes under the Area of Ideal Dealers of TATA MOTORS. I have conducted interviews of Tata customers with the help of questionnaire. The next step is to analyze the information on the extract pertinent findings. The finding should be relevant to the Major Marketing Decisions facing Management.

Objective of the Study

The theory part of management theories, then it is not necessary that he is a good manager. Principles in management are fundamental truths (or what are thought to be truths at a given time) explaining relationship between two or more sets of variables. They describe what people should do. So, Managers who apply theory of managing must usually blend principles with realities or practical situation, that is why during the study session of M.B.A. there is essentially a training session in every management college. There are following objective of the Study:1. 2. 3. 4. To know about behavior of consumer. To compare the Tata Motors with other brand of competitors. Introduction of some innovative scheme to consumer for buying Tata Motors. To get familiar with a typical business organization where we may have to work in the future. 5. 6. To know consumers expectation with Tata Motors. To know what is the market potential of Tata Motors HCV in comparison to other competitors. 7. To know factors affecting the sale of Tata Motors.

Scope of the study

Although the company has got a vast area and scope of the study. A full work of which will be comprehensive work. I have thought it proper to confine my study to the Consumer Behaviour of TATA Motors at Muzaffarpur under Ideal Dealers Pvt. Ltd. Muzaffarpur.

The main scope of this study is to ascertain the various methods to increase the sales and distribution activities of the concern. The methods include regular information to the buyers creating a brand position one of the important aspects of this study is also to increase the market segment for the product.

The scope of this study to know different factor and to develop the ability of decisionmaking & decision always be taken at right time. The main scope is :

Distinguishes one company's goods from those of another Serves as advertisement for quality Protects both consumers and manufacturers Used in displays and advertising campaigns Used to market new products

Company Profile

INTORODUCTION TO THE ORGANIZATION

Tata Motors Limited, is a multinational corporation headquartered in Mumbai, India. Part of the Tata Group, it was formerly known as TELCO (TATA Engineering and Locomotive Company). It is India's largest company in the automobile and commercial vehicle sector, and a midsized player on the world market with 0.81% market share in 2007 according to OICA data. The OICA ranked it as the 19th largest automaker, based on figures for 2007.[2] and the second largest manufacturer of commercial vehicles in the world. The company is the worlds fourth largest truck manufacturer, and the worlds second largest bus manufacturer. In India, Tata ranks as the leader in every commercial vehicle segment, and is in the top 3 makers of passenger cars. Tata Motors is also the designer and manufacturer of the iconic Tata Nano, which at INR 100,000 or approximately USD 2300, is the cheapest car in the world. Established in 1945, when the company began manufacturing locomotives, the company manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors is a dual-listed company traded on both the National Stock Exchange(where it is a component of the Sensex index), as well as on the New York Stock Exchange. Tata Motors in 2005 it was ranked among the top 10 corporations in India with an annual revenue exceeding INR 320 billion. In 2004, Tata Motors bought Daewoo's truck manufacturing unit, now known as Tata Daewoo Commercial Vehicle, in South Korea. It also, acquired a 21% stake in Hispano Carrocera SA, giving it controlling rights in the company. In March 2008, it finalised a deal with Ford Motor Company to acquire their British Jaguar Land Rover (JLR) business, which also includes the Rover, Daimler and Lanchester brand names. and the purchase was completed on 2 June 2008

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Ahmedabad and Pune in India, as well as in Argentina, South Africa and Thailand.

Tata Motor in India

Tata Motors Limited is Indias largest automobile company, with revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. Tata Motors presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The companys manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company is establishing a new plant at Sanand (Gujarat). The companys dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India.

HISTORY OF THE ORGANIZATION

There is a difference between making money for oneself and creating wealth for others. This is the story of a business house that has created wealth for a nation. The story, anxiety adventure and achievement. Jamshed Ji Tata, the founder of the India's largest and internationally best-known group of companies, began with a textile mill in central India in 1870s. JRD TATA pioneered civil aviation on the subcontinent in 1932 by launching the group's airline, which is today the National Airlines. This was life, which often shaped history. Other than funding Dr. Homi J. Bhabha's ambition to catapult India into the nuclear age, initiating the family planning movement, preserving for posterity the country's priceless folk arts, JRD guided India's largest business group, employing more than a quarter million people, for over than a quarter million people for over half a century (1904 - 1993). The TATA Group has a leadership position in Engineering, Materials, energy, consumer products, services and communication, Hotel and information systems. Tata Engineering Established in 1945. Tata Engineering entered into collaboration with Daimler Benz of Germany in 1954 to manufacture commercial vehicles. The collaboration ended in 1969. Tata Engineering has since grown from strength to strength in 2003. Tata Engineering has becomes Tata Motors. The company has spread its manufacturing facilities across India by setting up plants at Jamshedpur, Pune and Lucknow. This is coupled with a Nation wide sales, service and spare parts network. The company enjoys a significant demand in export markets like Europe, Australia, South East Asia, Middle East and Africa. The company's vehicles are seen in all the continents.

Tata Motors owes its lending position in the Indian automobile industry to its strong focus on indigenisation. This focus has driven the company to set up world-class manufacturing units with state-of-the-art technology. Every stage of product evolution-design, development, Manufacturing Assembling and Quality Control, is carried out meticulously. Its manufacturing plants are situated at Jamshedpur in the East, Pune in the West and Lucknow in the North.

MANUFACTURING UNIT
JAMSHEDPUR :This was the first unit of the company established in 1945. It consists of 3 (three) divisions - Truck, Engine (including the Gear Box division) and Axle. The divestments in March 2000 hived off the Axle and Engine plants into independent subsidiaries. The Truck division boasts of two assembly lines. The main assembly line, measuring 180 meters in length has 20 stations with a vehicle rolling out every 8 minutes while the other line is dedicated to special purpose vehicles (SPVs). State-ofthe-art facilities like a centralized point and press shop with a set-up of a 5000 tones siempelkamp press line and a cut-to-length line for strip preparation purchased from M/s Kohler of Germany makes it a fairly advanced production outfit. This is supported by a fully equipped foundry, which supplies high - grade SG Iron castings for automobile components and excavators and is rated as one of the cleaner, better and highly automated foundries in the world. The foundry has a sophisticated Kunkel Wagner high pressure moulding line, which has a rated production capacity of 90 pairs of moulds every hours. The foundry has its own melting ship, core shop and sand plant. Other advanced facilities include channel furnaces, computerized testing equipment etc. In 1993 the foundry was TSO-9002 certified by the Bureau Verities Quality International and later followed certification from the more stringent QS9000 certification from the BVQT in the year 2000. The unit is also equipped with se4mi-automated forging line, with 40,000 mkg Beche Hammer and state-of-the-art presses from Kurimoto of Japan and it one of the most modern forging set-ups in the country. It produces critical forgings like crankshaft, front axle beams and steering parts for automobile plant. The new forging line, installed on April 20, 1984, has the capacity to forge front axle beams at 90 per piece and crankshafts at 120 sec. per piece. The forge has been certified as an ISO9002 and QS-9000 by the BVQI. PUNE :-

The Pune unit is spread over 2 geographical regions Pimpri and Chinchwad and ahs combined area of the around 510 acres. It was established in 1966 and has production Engineering Division, which has one of the most versatile tool making facilities in the Indian sub-continent. It is engaged in the design and manufacture of sophisticated. Press tools, Jigs, fixtures, Gauges, metal pattern and special tolls as well as models for the development of new ranges of automobile products. Over the years, this division has developed expertise in design and manufacture of automated dies, fixtures and welding equipment. Its large design group is fully conversant with state-of-the-art CAD facilities and manufacturing facilities comprising of light and heavy CNC machine shops, Jigs boring room, plastic template shop, wood pattern and model pattern shop, five axis precision machine tools and laser control machines. To cope with such a diverse angle, four assembly lines have been established, one each for Multi Commercial Vehicles (MCV) and Heavy Commercial Vehicles (HCV) Light Commercial Vehicles (LCV) utility vehicle and one for passenger cars (Indica and Indigo). The passenger car division in K-block executes the entire process of a car manufacture over five shops the engine shop, the transmission shop, press and body shop, paint shop and the trim and final assembly shop. After the car is completely assembled, it goes through several checks like wheel alignment side sleep test, Break test, shower test and short test run before it is ready to dispatch. The Multi Utility vehicle like Tata Sumo is manufactured at the Pune work facility of Tata Motors. Pune work facility was set up in 1963 and manufactures Tata Passenger and commercial vehicles.

The electronics division is engaged in the production of a wide variety of Machine tool controllers, PLC, Test rig instrumentation, servomotors, proximity

switches, in addition it has developed a number of components such as flashes, horns, timers that are used in Tata Motors vehicles. Industry experts rate are fully automatic foundries at Chindwad and Maval among the best, worldwide. The iron foundry producer 30,000 Tons of high precision castings per year at Chindwad and Maval foundry producers 12,000 tones per year of spheroidal Iron castings. These include cylinder Blocks, cylinder Heads, Gear Box, Housing etc. To dispense with the need for out sourcing, an aluminium foundry with the annual capacity of 1200 tones has also been established.

Lucknow :Company has also set-up own plants at Lucknow, which was established in 1991 and covering and area of 600 acres, the Lucknow plants was established to assemble Medium Commercial Vehicles (MCVs) to meet the demand in the Northern Indian Market. In 1995, the unit started manufacturing bus chassis of light commercial vehicles (LCVs) and Tata Sumos. The unit is also equipped with facilities to manufacture spare parts.

Product Profile of the Organization

The following products of Tata Motors in HCV segment. Commercial vehicles

Tata Ace Tata Ace Zip Tata Super Ace Tata TL/Telcoline/207 DI Pickup Truck Tata 407 Ex and Ex2 Tata 709 Ex Tata 809 Ex and Ex2 Tata 909 Ex and Ex2 Tata 1109 (Intermediate truck) Tata 1512 (Medium bus chassis) Tata 1612/1616 (Heavy bus chassis) Tata 1618 (Semi Low Floor bus chassis) Tata 1623 (Rear Engined Low Floor bus chassis) Tata 1518C (Medium truck) Tata 1613/1615 (Medium truck) Tata 2515/2516 (Medium truck) Tata Starbus (Branded Buses for city, inter city, school bus and standard passenger transportation) Tata Divo (Hispano Divo; Fully built luxury coach) Tata CityRide (12 20 seater buses for intra-city use) Tata 3015 (Heavy truck) Tata 3118 (Heavy truck) (82) Tata 3516 (Heavy truck) Tata 4018 (Heavy truck) Tata 4923 (Ultra-Heavy truck) (64) Tata Novus (Heavy truck designed by Tata Daewoo)

Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)

Rigid Trucks

SE 1613 697 TCIC 4x2

SE 1613 TC 4x2 BS2

LPT 1613 697 TCIC 4x2

LPT 1613 TC 4x2 BS2

LPO 1512 TC 4x2 BS2 Truck Chassis

LPT 2515 697 TCIC 6x2 BS2

LPT 2515 TC 6x2 BS2 Tractor Trailers

LPT 2518 6x2

LPS 3015 TC 4x2 BS2 Tippers

LPS 3516 TC 4x2 BS2

LPS 4018 TC 4x2 BS2

SK 1613 697 TCIC 4x2 BS2

SK 1613 TC 4x2 BS2

LPK 1613 697 TCIC 4x2 BS2

LPK 2516 TC 6x4 BS2

LPK 2530 TC 6x4 BS2

Applications

2516 TRANSIT MIXER

2515 BULKER

LPT 2515/ LPT 2518 LOAD BODY

3516 BULKER

4018 BULKER

SEMI TRAILERS

Goods Carrier

Prima

Other Vehicles

Construck

Passenger Transportation
Buses Magic Winger

Winger Platinum

LCV
Tata TL 4X4 Other Vehicles

Ace

Group Profile of the Organization

The Tata Group comprises 91 operating companies in seven business sectors: information systems and communications; engineering; materials; services; energy; consumer products; and chemicals. The Group was founded by Jamsetji Tata in the last quarter of the 19th century, a period when India had just set out on the road to gaining independence from British rule. Consequently, Jamsetji Tata and those who followed him aligned business opportunities with the objective of nation building. This approach remains enshrined in the Group's ethos to this day. The Tata Group is one of India's largest and most respected business conglomerates, with revenues in 2003-04 of $14.25 billion (Rs 654,240 million), the equivalent of about 2.6 per cent of the country's GDP. Tata companies together employ some 220,000 people. The Group's 32 publicly listed enterprises among them standout names such as Tata Steel, Tata Consultancy Services, Tata Motors and Tata Tea have a combined market capitalisation that is the highest among Indian business houses in the private sector, and a shareholder base of over 2 million. The Tata Group has operations in more than 40 countries across six continents, and its companies export products and services to 140 nations. The Tata family of companies shares a set of five core values: integrity, understanding, excellence, unity and responsibility. These values, which have been part of the Group's beliefs and convictions from its earliest days, continue to guide and drive the business decisions of Tata companies. The Group and its enterprises have been steadfast and distinctive in their adherence to business ethics and their commitment to corporate social responsibility. This is a legacy that has earned the Group the trust of many millions of stakeholders in a measure few business houses anywhere in the world can match. Established in 1945, Tata Motors is India's largest and only fully integrated automobile company. Tata Motors began manufacturing commercial vehicles in 1954

with a 15-year collaboration agreement with Daimler Benz of Germany. Since 1969, the company's products have come out of its own design and development efforts. Today, Tata Motors is India's largest commercial vehicle manufacturer with a 59-per cent market share and ranks among the top six manufacturers of medium and heavy commercial vehicles in the world.

Areas of business
Tata Motors' product range covers passenger cars, multi-utility vehicles as well as light, medium and heavy commercial vehicles for goods and passenger transport. Seven out of 10 medium and heavy commercial vehicles in India bear the trusted Tata mark.

Commercial vehicle business unit

The company has over 130 models of light, medium and heavy commercial vehicles ranging from two tonnes to 40 tonnes, buses ranging from 12-seaters to 60-seaters, tippers, special purpose vehicles, off-road vehicles and defence vehicles.

Passenger car business unit

The company's passenger car range comprises the hatchback Indica, the Indigo sedan and the Marina, its station wagon variant, in petrol and diesel versions. The Tata Sumo, its rural variant, the Spacio and the Tata Safari (the country's first sports utility vehicle) are the company's multi-utility offerings. The Tata Indica, India's first indigenously designed and manufactured car, was launched by Tata Motors in 1999 as part of its ongoing effort towards giving India transport solutions that were designed for Indian conditions. Currently, the company's passenger cars and multi-utility vehicles have a 16-per cent market share. In addition to the growth opportunities in the buoyant domestic market, the company

is pursuing growth through acquisitions (it acquired Daewoo Commercial Vehicles, Korea, in 2004) and alliances (it has entered into a tie-up with MG Rover, UK, to supply 1,00,000 Indicas to be badged as City Rover) in other geographies.

Research and development

Tata Motors invests up to 1.3 per cent of its annual turnover on research and development, with an emphasis on new product / aggregates development and technology upgradation. Its Engineering Research Centre in Pune employs over 900 scientists and engineers and has India's only certified crash-test facility and hemianechonic chamber for testing of noise and vibration. The company also draws on the resources of leading international design and styling houses like the Institute of Development in Automotive Engineering, SPA, Italy and Stile Bertoni, Italy. The company has also been implementing several environmentally sensitive technologies in manufacturing processes and uses some of the world's most advanced equipment for emission checking and control.

Environmental responsibility
Tata Motors has led the Indian automobile industry's anti-pollution efforts through a series of initiatives in effluent and emission control. The company introduced emission control engines in its vehicles in India before the norm was made statutory. All its products meet required emission standards in the relevant geographies. Modern effluent treatment facilities, soil and water conservation programmes and tree plantation drives on a large scale at its plant locations contribute to the protection of the environment and the creation of green belts.

Exports
Tata Motors' vehicles are exported to over 70 countries in Europe, Africa, South America, Middle East, Asia and Australia. The company also has assembly operations in Malaysia, Bangladesh, Kenya, South Africa and Egypt.

Associates
Tata Motors has made substantial investments in building associate and subsidiary companies that complement and support its business activities. These include:

Tata Daewoo Commercial Vehicle Company, manufactures heavy trucks ranging from 15T GVW to 45T GVW. Tata Motors acquired this company in March, 2004

Tata Cummins, a joint venture with Cummins, USA, manufactures Cummins engines for Tata Motors. Telco Construction Equipment Company, a joint venture with Hitachi Machinery Company, Japan, is engaged in the manufacture and sale of earthmoving machinery and construction equipment such as hydraulic excavators, cranes and wheel-loaders.

Tata Technologies, provides IT support in the areas of engineering design, development and validation, business information systems and ERP systems. HV Axles, manufactures axles for Tata Motors' medium and heavy commercial vehicles. HV Transmissions, supplies gearboxes for the company's medium and heavy commercial vehicles. Tata Holset, a joint venture between Holset Engineering Company, UK, a wholly-owned subsidiary of Cummins Engine Company, USA and the Tatas (Tata Motors, Tata International and Tata Industries are shareholders). Incorporated in 1994, this company manufactures turbochargers for engines made by Tata Cummins Ltd as well as other auto manufacturers.

TAL Manufacturing Solutions, manufactures painting systems, welding lines, material handling systems and robotics. It also develops factory automation solutions and provides consultancy services in the field of manufacturing processes and factory layouts.

Concorde Motors (India): Retails Tata Motors' range of passenger vehicles. Tata Precision Industries, Singapore and Tata Engineering Services, Singapore, are engaged in the manufacture of high precision tooling and spare parts, and warehousing, respectively.

Nita Company, Bangladesh, is engaged in the assembly of Tata vehicles for the Bangladesh market.

Locations
Tata Motors has manufacturing plants at Jamshedpur, Pune, Lucknow and Dharwad as well as a well-integrated national sales, service and spare parts network that is focused on providing users with easy access service solutions.

ORGANIZATIONAL STRUCTURE
( C E o m x e c u t i v e D i r e c t o r m e r c ia l V e h ic le B u s in e s s U n it )

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COMPETITORS OF THE ORGANIZATION

MAIN COMPETITORS OF THE TATA MOTORS

MAHINDRA & MAHINDRA

HINDUSTAN MOTOR

ASHOK LEYLAND

SWARAJ

Theoretical Background Consumer Behaviour

PRODUCT :Anything that can be offered to a market for attention. Acquisition, use or consumption and that might satisfy a want or need. CONSUMER :Persons that have need as well as ability and authority to purchase that goods and services.

CONSUMER BEHAVIOUR
Ther term "Consumer Behaviour" refers to the behaviour that consumer display in search for purchasing, using evaluation and disposition of products and services that they expect will satisfy their needs. The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It include the study of what they buy, why they buy it when they buy where they buy it, how often they buy it and how often they use it. In this process the consumer deliberated within himself before the finally makes a purchase or more. This deliberation relates to many variables and is aimed to solving consumption problem. Among these problems the first and foremost is to decide whether to spend money or to save it. Once a decision is taken to spend money the second problem is to decide what to buy because the resources are limited and needs are multiple. Therefore needs are to be marked in priority terms. During my study I found that how consumers make a decision for buying a product.

Models of consumer behaviour

The bayer's characteristics and decision process lead to certain purchase decision. The marketers task is to understand what happens in the buyers consciousness. The buyers' behaviour is stimuli response between the arrival of outside stimuli and the buyers' purchase decision. Marketin Other stimuli g stimuli Product Price Place Economic Political Buyers' characteristi c Cultural Personal Psychological Buyers' decision process Buyers' decision

Problem Recognition Product choice Information Search Evaluation of alternative Purchase decision Post Purchase behaviour Brand Dealer Purchase Timing Purchase amount choice choice

Technological Social

Promotion Cultural

A consumer buying behaviour is influenced by cultural, psychological factors exerts the product and deppest influences. It may be shown as follows :Factors

social, personal and

Cultural

Social

Personal

Psychological

Culture Factors :Culture factors have great impact on consumer behaviour. The roles played by the buyer's culture, subculture and social class are particularly.

Culture :-

Culture is the most fundamental determinants of a person's wants and behaviour. The growing child acquires a set of values, perceptions, preference and behaviour through his or her family and others key institutions. A child growing up in America is exposed to the following values i.e. achievement and success, activity efficiency, practical progress material comfort, individualism, freedom external comfort, humanitarianism and youthfulness.

Sub Culture :Each culture consists of smaller sub-culture that provide more specific identification and socialization for their members, sub-culture includes nationalities, religious, radial group and geographic regions, many sub-cultures make important market segment and marketers often design product and market programs according to their needs.

Social Class :Virtually all human societies exhibit social stratification. Stratification sometimes takes the form of a caste system where the members of different caste are reared for certain roles and cannot change their caste membership. More frequently stratification takes the form of social classes. Social classes are relatively homogenous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests and behaviour. Social classes are divided into seven terms :

Upper - upper class Lower - upper class Upper - middle class Middle - Class Working Class Upper - lower classes Lower-lower class

(2) SOCIAL FACTORS :-

A consumer behaviour is also influenced by such social factors as reference group, family, role & status. Reference Group :Many groups influence a person's behaviour. A person's behaviour group that have a direct or indirect influence on the person's attitudes and behaviour. Groups having a direct influence of a person are called membership groups. These are groups to which the person belongs and interacts. Some are primary groups such as family, friends neighbours with which the person interacts fairly continuously. Primary groups tend to be informal. A person also belongs to secondary groups such as religious, professional and trade union groups which tend to be more formal and require less continuous interaction. People are also influenced by groups in which they are not members. Groups to which a person would like to belongs are called inspirational groups.

Family :Most consumers belong to a family group. They influence the pattern of consumption. Buying habits creates by family influences. The members of the family play different roles as for deciding, purchaser and user. The housewife may act as a mediator of products that satisfy wants and desires of the children. Many question arise in the whole family but a marketer has to think that who is the main purchaser of family. In the case of expensive products services, husband and wives engage in more joint decision making. The marketers need to determine which member normally has the greater influence in choosing various products often it is a matter of who has more power or expertise.

Here are Typical product patterns

Husband dominant :Wife dominant : Life insurance, Automobiles, T.V. Washing Machine, Furniture, Kitchenware

Equal :-

Vacation, Housing, Outside entertainment.

Roles and Status :A person participates in many groups :- family, clubs and organization. The person's position in each group can be defined in term's of roles and status. A role consists of the activities that a person is expected to perform. Each role carries a status. A supreme court justice has more status than a sales manager and a sales manager has more status than an office clerk. People choose products that communicate their role and status in society. Thus company drive Mercedes, wear expensive suits and drink chives regal scotch. Marketers are aware of the status symbol potential of products and brands. PERSONAL FACTORS :A buyer's decisions are also influence by personal characteristics not by the buyer's age and life stage, occupation, economics circumstances, lifestyle and personality and self concept. Age and Life cycle stage :People buy different goods and services over their lifetime. The eat baby food in the years, matured foods in the growing and mature years, and special diets in the latter years. People's taste in clothes furniture and recreation is also age related. Consumption is also shaped by the stage of the family life cycle. Marketers often choose life cycle groups as their target market. Some recent work has identified psychological life cycle stages. Adults experience certain "passages" or transformations as they go through life markers pay close attention to changing life circumstances divorce widowhood remarriage and their effect on consumption behaviour. Occupation :-

A person's occupation also influences his or her consumption pattern. A blue collar worker will buy work clothes work shoes, lunch box. A company's president will buy expensive suits, air travel, country club membership and a large sail boat. Marketers try to identify the occupational groups that above average interest in their product and services. A company can even sexualize their computers software companies will design different computers software for brand manager, engineers, lawyers and physicians. Economic Circumstances :Product choice is greatly affected by ones economic circumstances. People's economic circumstances consists or their spendable income, its level stability and time pattern, saving and assets including the percentage that is liquid debts, borrowing power and attitudes towards spending versus saving. Lifestyle :People coming from the same sub-culture, social class and occupation may lead quite different lifestyles. A person's life is the person's pattern of living in the world as expressed in the person's activities, interest and opinions. Lifestyle portrays the "whole person" interacting with his or her environment. Marketers will search for relationship between their product and lifestyle groups. A computer manufacturer may find that most computer buyers are achievement oriented. The marketer may then aim the brand more clearly at the achiever lifestyle. Personality and Self-concept Each person has a distinct personality that will influence his or her buying behaviour. By personality we mean the person's distinguishing psychological characteristics that lead to relatively consistent and ending responses to his or her environment. Personality is usually described in terms of such facts as self confidence, dominance, autonomy difference, sociability, defensiveness and adaptability. (4) Psychological Factors

A person's buying choices are influenced by four major psychological factors

Motivation, Perception Learning and Beliefs Attitudes

Motivation :A person has many needs at any given time some needs are biogenic they arise from psychological states of tension such as larger, thirst, discomfort. Other needs are psychogenic ; they arises from needs are psychogenic they arises from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes motive when it is aroused to a sufficient level of intensity. A motive is need that is sufficiently pressing to drive the person to act. Perception :Perception is the process by which an individual organization select interprets information, inputs to create a meaningful picture of the world. Perception depends not only on the physical stumuli but also on the stimuli relation to the surrounding field and on condition within the individual. The key word is the definition of perception of individual. One person might perceive a fast talking sales person as aggressive and in sincere, another as intelligent and helpful. People can emerged with different perception of the some object because of three perceptual process, selective attention, selective distortion and selective retention. Learning :Learning involves changes in an individual's behaviour arising from experience. Most human behaviour learned learning theorists believe that learning is produced through the interplay of desirous, stimuli, cues responses and reinforcement. Beliefs and Attitudes :-

Through doing and learning people acquired beliefs and attitudes. These turns influence buying behaviour. A belief is a descriptive thoughts that a person holds about something. Believes may be based on knowledge, opinion or faith. They may or may not carry emotional charges, of course manufacturer are very interested in the beliefs. People carry in their heads about their products and services. An attitude is a persons enduring favourable or unfavourale evaluation emotional feelings and action tendencies towards some object or ideas. People have attitude towards almost everything politics clothes music, food. Attitudes put them into a frame of mind of disliking and object moving towards or away from it. Attitudes lead people to behave in fairly consistent way towards similar object. People do not have to interpret and every object in a fresh way, because attitudes economize on energy and thought, they are very difficult to change. A person attitude settle into a consistent pattern to change a single attitude may require major adjustment in other attitudes.

CONSUMER BEHAVIOUR AMONG TATA MOTORS, MUZAFFARPUR

Consumer is very important part of Marketing and has very important role of play on it. My Survey is based on questionnaire method. The reason behind survey is to know the overall view of TATA MOTORS Consumer's so, that we can chalk out further plan for the Consumer Behaviour of Tata HCV. Survey has been done under the Area of Ideal Dealers of TATA MOTORS MUZAFFARPUR on the special recommendation of Ideal Dealers all consumers of TATA MOTORS HCV has been examined in different categories. To get the overview of customer regarding consumer behaviour, First of all I was given on open close questionnaire, which was prepared, by Ideal Dealers and list of persons belonging to different classes. Through questionnaire I conducted interviewed or survey of different members belonging to all different classes separately. I asked questions which were as follows 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Occupation :

Monthly Family Income : When did you purchase Motor Vehicle ? Which Motor Vehicle is it ? Your satisfaction level with the brand ? Does advertisement influence you to buy a particular Motor ? What incentive attracts you most for buying a car ? According to you which car brand has most lucrative promotion offer ? Do you like TATA Motor all Service Centre near about your city ? Do you have any problem with TATA Motor's Dealer ? At what point of time of the year you accept promotional Offer ?

12.

Do you have any problem in Finance ?

Mostly attitude were towards Tata Motors, because Tata Motors has good in Bihar. The reason behind people choice towards Tata gives exciting looks with world class technologies. Some people gave misleading answers. Few peoples did not disclose their salary/income slab. Mostly existing customers were quite happy with Tata HCV and customers from other automobile about quality services provided by Tata Motors.

Research Methodology
Having set the objective of the survey the next step of any Market research Calls for Developing and efficient plant for gathering needed information. For this purpose I have visited different Area, which comes under the IDEAL DEALERS of TATA MOTORS in Muzaffarpur, Bihar. The design of the plan adopted for the study is stated below :1. Data Collection Methods :a) b) 2. Primary Data Secondary Data

Type of Research Design My research design was descriptive method.

3.

Sampling Design Probability Sampling Area Sampling We visit different customers for this sampling

4.

Sample Size = 100 I visited 100 customers.

5.

Methods The respondents were interviewed by personal contacts. This is the most variable method to research.

Data Analysis and Interpretation

Consumers are very important for marketing because they play a vital role in it. The topic of survey is "Consumer Behaviour". Survey has been conducted in Muzaffarpur district because Muzaffarpur have a broad market of Bihar State. Approx 100 (one hundred) consumer respondents have been taken from the basis of their occupation groups, like, students, Business Men, Professionals, Service holders and Retired and other persons at possible equal ratio. 1. Occupation Service Business Retd. Person Agriculture Others : 20 35 5 15 25 Total No. of Respondents = 100

25% 15%

20%

35%

5%

Service

Business

Retd. Person

Agriculture

Others

Interpretation : In my survey, I have collected data from 20% of Servicemen, 35% of Businessman, 5% of Retd. Persons, 15% of Agriculture and 25% of other occupation. 2. Monthly Family Income :

Upto Rs. 10,000/Upto Rs. 10,000/- to 20,000/Upto Rs. 20,000/- to 30,000/Above Rs. 30,000/-

30 40 25 5 Total No. of Respondents = 100

5% 25%

30%

40%

Upto Rs. 10,000/Upto Rs. 20,000/- to 30,000 /-

Upto Rs. 10,000/- to 20,000/Upto Rs. 30,000/-

Interpretation : In my survey, I have collected data from 30% of Upto Rs. 10,000/per month income group, 40% of Upto Rs. 10,000 to Rs. 20,000, 25% of Upto Rs. 20,000 - 30,000 and 5% are only Above 30,000/- per month.

3.

When did you purchase Commercial Vehicle ? Present Year Last Year Last 2 Year 2 Year and above 25 35 30 10 Total No. of Respondents = 100

10%

25%

30%

35%

Present Year

Last Year

Last 2 Year

2 Year and above

Interpretation : In my survey, When I asked to the respondents When did you purchase Commercial Vehicle, 25% said Present year, 35% said Last year, 30% said Last 2 year and only 10% said 2 year and above.

4.

Which Commercial Vehicle is it ? Tata Truck Tata Bus Tata Magic Tata Pick-up Tata Winger Tata Ace-ex Tata ACE-HT Tata ACE-Jeep Tata Iris 20 18 17 10 14 4 10 4 3 Total No. of Respondents = 100

Tata Truck 10% 4% 4% 3% 20% Tata Bus Tata Magic Tata Pick-up Tata Winger 14% 10% 17% 18% Tata Ace-ex Tata ACE-HT Tata ACE-Jeep Tata Iris

Interpretation : In my survey, When I asked to the respondents Which Commercial Vehicle it is, 20% said Tata Truck, 18% said Tata Bus, 17% said Tata Magic, 10% said Tata Pick-up, 14% said Tata Winger, 4% said Tata Ace-ex, 10% said Tata ACE-HT, 4% said Tata Ace-Jeep and only 3% said Tata Iris.

5.

Your satisfaction level with the brand ? Very Satisfied 30

Satisfied Less Satisfied Not Satisfied

40 20 5 Total No. of Respondents = 100

21%

5%

32%

42%

Very Satisfied

Satisfied

Less Sa tisfied

Not Satisfied

Interpretation : In my survey, When I asked to the respondents, Your satisfaction level with the brand, 30% said Very satisfied, 40% said Satisfied, 20% said Less satisfied and 5% said Not satisfied with the brand.

6.

Does advertisement influence you to buy a particular product ? Yes No 95 5 Total No. of Respondents = 100

5%
Yes

95%

No

Interpretation : In my survey, When I asked to the respondents Does advertisement influence you to buy a particular product, maximum consumer said Yes i.e. 95% and only 5% said no.

7.

What incentive attracts you most for buying a commercial vehicle ? Discount Gold Coin More Free Services Any other 40 10 35 15 Total No. of Respondents = 100

15% 40% 35%

10%

Discou nt

Gold Coin

More Free Services

Any other

Interpretation : In my survey, What incentive attracts you most for buying a commercial vehicle, 40% said Discount, 10% said Gold Coin, 35% said More free services and 15% said any other incentive applied by Tata Motors.

8.

According to you which brand has most lucrative promotion offer ? Tata Mahindra Ashok Leland Eicher Any Other 28 22 25 12 3 Total No. of Respondents = 100

Interpretation : In my survey, When I asked to the respondents Which brand has most lucrative promotion offer, 28% said Tata, 22% said Mahindra, 25% said Ashok Leland, 12% said Eicher and 3% said any other companies.

9.

Do you like TATA Motor all Service Centre near about your city ? Yes No 90 10 Total No. of Respondents = 100

10%

Yes No

90%

Interpretation : In my survey, When I asked to the respondents Do you like TATA Motor all Service Centre near about your city, 90% said Yes and 10% said No.

10.

Do you have any problem with TATA Motor's Dealer ? Yes No 15 85 Total No. of Respondents = 100

15%

Yes No

85%

Interpretation : In my survey, When I asked to the respondents Do you have any problem with Tata Motor's Dealer, 15% said yes and 85% said No.

11.

At what point of time of the year you accept promotional Offer ? Total No. of Respondents = 100 Festival Season Post Monsoon Throughout the year any other 40 20 30 10

10% 40% Festival Season Post Monsoon 30% Throughout the year any other 20%

Interpretation : In my survey, When I asked to the respondents At what point of time of the year you accept promotional offer, 40% said Festival Season, 20% said Post Monsson, 30% said Throughout the y ear and 10% said any other season for promotional offer.

12. Do you have any problem in Finance ? Yes No 20 80 Total No. of Respondents = 100

20%

Yes No

80%

Interpretation : In my survey, When I asked to the respondents do you have any problem in finance, 20% said yes and 80% said No.

13.

What is your opinion about company, after sale services ? Total No. of Respondents = 100 Average Satisfactory Good Excellent Bad 20 25 30 15 10

10% 15%

20%

25% 30%

Average

Satisfactory

Good

Excellent

Bad

Interpretation : In my survey, When I asked to the respondents what is your opinion about company's after sales service, 20% said Average, 25% said Satisfactory, 30% said Good, 15% said Excellent and only 10% said bad.

Observation and Findings

Strengths:1. 2. 3. 4. 5. vehicles. 6. 7. 8. All the parts are available in TATAs retailer but not available in Ashok Quality of motor parts no doubt is very good. Always prefer original parts because you never want to send your child in Leylands retailer. Good availability of motor parts everywhere .It means spare parts of TML Availability of service center in large number by which transporters dont Its engine consumes less energy so only 12 volt battery is enough. Good resale value of TATAs vehicle so they purchase these vehicle and Knowledge about parts and engines is easier for mechanics of TATAs available in any place. have any problem.

original parts they used in these vehicles.

inferior school. Weakness:1. 2. High price of parts about 10% higher price to other competitors. There are various companies which make duplicate of TATAs parts, other

than quality every thing is as same as you confused that it is original or not. For e.g. Alfas Gear box is very confusing. 3. 4. 5. 6. 7. 8. Main suppliers of TATA MOTORS parts are its main competitors. Boring is requiring up to 5 years in engine so; transporters require More consumption of oil. Further it requires some improvement in parts so Sometimes old parts of TATAs vehicle are also resale by some companies in Not very good carrying power of in single gear of TATAs vehicle. Even you want to purchase the original parts but duplicates are so similar, you

improvement in engine quality. that engine may improve in quality and service providing. new pack by some technical works.

are cheated by retailer in new places.

Opportunity:1. The best performing company will be the one that can generate the greatest customer value and sustain it over time. 2. There is big market or expanding the business of motor parts. 3. There are not such the competitors who have monopoly in any product line and almost all the company in growing stage that open the door for expanding the market share of TML spare parts. Threats:1.

Threat of intense segment rivalry:- These conditions will lead to frequent price wars, advertising battles, and new-product introductions and will make it expensive to compete.

2.

Threat of new entrants:- A segments attractiveness varies with the height of its entry and exit barriers. The most attractive segment is one in which entry barriers are high and exit barriers are low. Few new firms can enter the industry, and poor-performing firms can easily exit, when both entry and exit barriers are high, profit potential is high, but firms face more risk because poorer-performing firms stay in and fight it out. When entry and exit barriers are both low, firms easily enter and leave the industry, and the returns are stable and low.
3.

Threats of substitute products: - A segment is unattractive when there

are actual or potential substitutes for the product. Competitors are changed accordingly with the motor parts vary. So, it is a tough problem to identify some major competitors for whole products and make policy and strategies to consider their strategies.
4.

Threat of buyers growing bargaining power:- A segment is

unattractive if the buyers possess strong or growing bargaining power. Buyers will try

to force prices down, demand more quality or services, and set competitors against each other, all at the expense of seller profitability.
5.

Threat of suppliers growing bargaining power:- A segment is

unattractive is the companys suppliers are able to raise prices or reduce quantity supplied. The best defenses are to build win-win relations with suppliers or use multiple supply sources.

FINDINGS
1) 2) 3) 4) 5) 6) 7) 8) 9) 10) Muzaffarpur is a Broad market of Commercial Vehicle. Mostly respondents having commercial vehicle since last year and then last 2 years. Mostly respondents in Muzaffarpur having Tata Truck and then Tata Buses and Magic or Pickup. Mostly respondents are satisfied with his commercial vehicle of Tata Motors. Most of the respondents about 95% are influenced by advertisement for buying Tata Motors Product. In Muzaffarpur most of the customer of Tata Motors wants Discount facilities and More free services of his commercial vehicle. In Muzaffarpur Tata is no. 1 in its lucrative promotion offer then Ashok Leland and Mahindra is the second and third respectively. Mostly consumer of Tata Motors wants to Service Centre is near by his City. In Muzaffarpur City maximum no. of consumers of tata covercial vehicle is happy with his Dealer. Mostly respondents want promotional offer in Festival season.

Limitation of the Study

This study is only on information that we gathered in Six Weeks Training. So, it was not possible to go through topic in depth such a short span of time. The reliability and validity of information collected through survey is not always without doubt. The reliability information to great extent dependent upon the honesty and co-operation of the respondents. The findings of the study are also based merely on the respondents and as such they may not be completely accurate. Although, utmost endeavors have been taken to make this study free from bias. It cannot be completely ruled out.

Suggestions
Having looked into almost overall picture of the company. I have perceived some Weak Areas of the Company. Here, I have revealed some Areas. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. There is a lack of sufficient co-operation with the consumers. There is a need of more Hoardings. There should be emphasized on others way of Advertisement like Distribution of Pumplets in different area of city. Company should be providing proper and adequate information to the consumer, which is concerned with the product like Discounts, Gifts etc. Services should be improved at Dealer's outlet. Price of spare parts are very high that should be minimized. Lack of efficient, persons in his outlet. Dealer should organise special meeting with agents of different Area. Company should also provide Service Camp for their customer time to time. Company should also organise a meeting with their employees Sales Executives to boost the moral of their employees. Road Show should be more impressive.

CONCLUSION
Tata Motors is the Market leader in Commercial Vehicle Segment. Generally, the peoples use the Truck, Bus, Magic, Winger, Pick-up etc. for commercial purpose. The Company uses different medium of Advertising for its product promotion. Most common and popular way of Advertising is Hoarding. This way is cheaper and more convenient to make aware the consumers. There are also other Media for Advertising the product's brand like as Hoarding, Newspaper, Television, Magazines etc. Having looked into almost overall picture of the company. I have perceived some Weak Areas of the Company. Here, I have revealed some Areas. Today the customer is the king in any industry. And in fact they are the biggest winners. They have so many alternate options before going to purchase any product. They made purchase quality product at compatible price. For this, it must have an understanding of buyers preferences and buying behaviors of customers. And it is very tough to know the buying behavior of the customers, because it is really very complex in nature. But, its knowledge gives the company a definite edge over its competitors. Now we can say clearly Truck, Bus are the main brand of Tata Motors.

BIBLIOGRAPHY
1. 2. 3. 4. Effective Business Communication Principle of Marketing Sales Management Principal of Marketing : : : : Horta A. Murphy Philip Kotler Still, Gundiff & Govoni Kotler & Armstrong

Magazines & Newspapers:1. 2. 3. Hindustan Times Economics Times Business World

Internet
www.tatamotors.com www.scribd.com

APPENDICES

Questionnaire
Name Age Address Phone No. 1. Occupation (a) (c) 2. (a) (c) 3. (a) (c) 4. (a) (c) (e) (g) (i) 5. (a) (c) 6. 7. (a) (a) (c) Service Retd. Person Upto Rs. 10,000/Rs. 20,000/- to 30,000/Present Year Last 2 Year Tata Truck Tata Magic Tata Winger Tata ACE-HT Tata Iris Very Satisfied Less Satisfied Yes Discount More Free Services (b) (d) (b) (b) (d) Satisfied Not Satisfied No Gold Coin Any other : : : : ......................................................................................... ......................................................................................... ......................................................................................... ......................................................................................... ......................................................................................... : (b) (d) Business Agriculture (e) Others

Monthly Family Income : (b) Rs. 10,000/- to 20,000/(d) Above Rs. 30,000/(b) (d) (b) (d) (f) (h) Last Year 2 Year and above Tata Bus Tata Pick-up Tata Ace-ex Tata ACE-Jeep

When did you purchase Commercial Vehicle ?

Which Commercial Vehicle is it ?

Your satisfaction level with the brand ?

Does advertisement influence you to buy a particular vehicle ? What incentive attracts you most for buying a Commercial Vehicle ?

8.

According to you which brand has most lucrative promotion offer ? (a) (c) Tata Ashok Leland (b) (d) (b) No (b) (b) (d) (b) No Post Monsoon any other No Mahindra Eicher (e) Any Other

9. 10. 11.

Do you like TATA Motor all Service Centre near about your city ? (a) Yes (a) (a) (c) Yes Festival Season Throughout the year Yes Do you have any problem with TATA Motor's Dealer ? At what point of time of the year you accept promotional Offer ?

12. 13.

Do you have any problem in Finance ? (a) Any Suggestion : .........................................................................................

.......................................................................................................................... Date : Place :