TOYOTA KIRLOSKAR MOTOR

TOYOTA GOING RURAL

PIYUSH PRASANNA 10BSPHH011070 IBS HYDERABAD CELL no. -07702101306

EXECUTIVE SUMMARY
Toyota is the market leader in multi-utility vehicles in India. The company started manufacturing commercial vehicles in 1945. Toyota is the leader by far in commercial vehicle and the second largest in the passenger vehicle market. The company is the worlds sixth largest medium and heavy commercial vehicle manufacturing.

The survey involved gathering wide information about the company, its products, customer satisfaction and impact of various competitive firms on the company. Most important part of this research was to find the viability and scope of success for TOYOTA GOING RURAL campaign in the rural areas in and around Hyderabad. From the information collected, various aspects were identified where the company needs to focus more to improve the efficiency of marketing team of Toyota Automotives and which will also lead to the success of Toyota Going Rural campaign.

After conducting the survey and finding the results, I came to a conclusion that TOYOTA Going Rural campaign can be a huge success, given the fact, the market capacity of these rural areas is as low as 50 to 100 cars in 2-3 months. The entire customer wants to see in a company before buying the car is its price, fuel efficiency, and most importantly service.

So the company can use the suggestions and recommendations which I have made in this report, for better positioning, placement of the product and to create more sales and generate interests in the product. I have also suggested the company to increase the visibility of the product and company in these areas. One of the most important suggestions made in this report is to accustom our customers with the operational efficiency of Toyota, and why Toyota is a well know brand throughout the world. Finally a customer looks for a better service providing company as well as the company dealer, so the company should encourage the local dealers to arrange service camps in the interior/rural areas of the city, which would help the dealer as well as the company to maintain and even in some case create a better brand image, better brand equity, brand value and last but not the least better brand loyalty.
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Contents
INTRODUCTION ....................................................................................................................................... 6 STUDY DETAILS ........................................................................................................................................ 7 OBJECTIVES OF THE STUDY .................................................................................................................. 7 SCOPE OF THE STUDY .......................................................................................................................... 7 INDUSTRY PROFILE .................................................................................................................................. 8 AUTOMOTIVE INDUSTRY IN INDIA ....................................................................................................... 9 COMPANY PROFILE................................................................................................................................ 10 HISTORY OF THE KIRLOSKAR GROUP .................................................................................................. 12 TOYOTA KIRLOSKAR MOTOR .............................................................................................................. 12 ORGANISATIONAL PERFORMANCE: ................................................................................................ 15 MARKET SHARE: ............................................................................................................................ 15 VISION and MISSION ............................................................................................................................. 17 VISION ............................................................................................................................................... 17 MISSION ............................................................................................................................................ 17 THE TOYOTA BUSINESS PRINCIPLES- ...................................................................................................... 18 THE TOYOTA PERCEPTS: ..................................................................................................................... 18 SOCIAL CONTRIBUTION ..................................................................................................................... 18 Local Area Development ............................................................................................................. 19 Educational Support ...................................................................................................................... 19 Safety Initiatives ............................................................................................................................ 19 Disaster Relief................................................................................................................................ 19 Environmental Protection and Conservation .................................................................................. 20 3|P a ge

Promoting the Japanese Language ................................................................................................. 20 Social and Industrial Growth .......................................................................................................... 20 Dealer Profile ........................................................................................................................................ 21 PRODUCT PROFILE................................................................................................................................. 24 THE INNOVA ...................................................................................................................................... 25 THE COROLLA ALTIS ........................................................................................................................... 26 THE FORTUNER .................................................................................................................................. 27 THE ETIOS SEDAN .............................................................................................................................. 28 THE ETIOS LIVA .................................................................................................................................. 29 POLICIES, PROCEDURES AND METHODOLOGY ....................................................................................... 30 The Toyota way ................................................................................................................................. 30 Toyota Production System (TPS) ........................................................................................................ 31 Literature Review .................................................................................................................................. 38 TOYOTA GOING RURAL CAMPAIGN .................................................................................................... 46 RESEARCH METHODLOGY ...................................................................................................................... 49 Objectives of the Research ................................................................................................................ 51 Scope of the study ............................................................................................................................. 51 Significance of the study .................................................................................................................... 52 Research Methodology ...................................................................................................................... 53 RESEARCH DESIGN ............................................................................................................................. 54 RESEARCH PROCESS........................................................................................................................... 54 EXPLORATORY RESEARCH .............................................................................................................. 55 Descriptive Research...................................................................................................................... 57 DATA COLLECTION ............................................................................................................................. 57 4|P a ge

DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE ..................................................................... 58 TARGET POPULATION .................................................................................................................... 58 SAMPLE SIZE: ................................................................................................................................. 59 SAMPLING TECHNIQUE .................................................................................................................. 60 ERRORS IN THE STUDY ................................................................................................................... 61 Research Design ................................................................................................................................ 62 Limitations of the study.......................................................................................................................... 63 Results And Findings.............................................................................................................................. 64 Conclusion............................................................................................................................................. 87 Scope of future study ............................................................................................................................. 89 SUGGESTIONS AND RECOMMENDATIONS ............................................................................................. 90 LIMITATIONS ......................................................................................................................................... 91 REFERENCES .......................................................................................................................................... 92 APPENDIX .............................................................................................................................................. 93

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INTRODUCTION
As a joint venture between the Kirloskar Group and Toyota Motor Corporation, Toyota Kirloskar Motor Private Limited (TKM) aims to play a major role in the development of the automotive industry and the creation of employment opportunities, not only through its dealer network, but also through ancillary industries.

TKM's growth since inception can be attributed to one simple, yet important aspect of its business philosophy -"Customer First". While managing growth, TKM has maintained its commitment to provide quality products at a reasonable price and has made every effort to meet changes in customer needs.

TKM firmly believes that the success of this venture depends on providing high quality products and services to all valued customers through the efforts of its team members.

TKM, along with its dedicated dealers and suppliers, has adopted the "Growing Together" philosophy of its parent company TMC to create long-term business growth. In this way, TKM aims to further contribute to progress in the Indian automotive industry, realize greater employment opportunities for local citizens, improve the quality of life of the team members and promote robust economic activity in India.

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STUDY DETAILS
OBJECTIVES OF THE STUDY
1. To study the various departments and their functions. 2. To study about the various products and services offered by the company. 3. To study the day to day activities of Toyota Kirloskar Motor. 4. To make a SWOT analysis of this organization to understand and suggest measures to overcome the weaknesses and threats within the scope of this study. 5. To suggest marketing strategies, in order to increase dealer sales as well as promote Toyota as a Brand in Rural areas under TKMs Going Rural campaign

SCOPE OF THE STUDY

1. Useful for academic purpose and further reference. 2. Provides information about the functioning of the Automobile industry in India. 3. It is also useful for the company in order to understand the needs and demands of the customer existing in rural parts of the country.

LIMITATIONS

Time was a limiting factor during the study. Some core data could not be collected due to confidentiality policies of the company.

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INDUSTRY PROFILE
The automotive industry designs, develops, manufactures, markets, and sells the world's motor vehicles. In 2015 estimated rate of growth of India auto industry is going to be 10 percent. Auto industry in India has been hit hard by ongoing global financial recession. Sales figures of India automobile industry for December 2008 have shown devastating after effects of global financial slowdown. In 2008, more than 70 million motor vehicles, including cars and commercial vehicles were produced worldwide. In 2007, a total of 71.9 million new automobiles were sold worldwide: 22.9 million in Europe, 21.4 million in Asia-Pacific, 19.4 million in USA and Canada, 4.4 million in Latin America, 2.4 million in the Middle East and 1.4 million in Africa. The markets in North America and Japan were stagnant, while those in South America and Asia grew strongly. Of the major markets, Russia, Brazil, India and China saw the most rapid growth.

About 250 million vehicles are in use in the United States. Around the world, there were about 806 million cars and light trucks on the road in 2007; they burn over 260 billion gallons of gasoline and diesel fuel yearly. The numbers are increasing rapidly, especially in China and India. In the opinion of some, urban transport systems based around the car have proved unsustainable, consuming excessive energy, affecting the health of populations, and delivering a declining level of service despite increasing investments. Many of these negative impacts fall disproportionately on those social groups who are also least likely to own and drive cars. The sustainable transport movement focuses on solutions to these problems. In 2008, with rapidly rising oil prices, industries such as the automotive industry are experiencing a combination of pricing pressures from raw material costs and changes in consumer buying habits. The industry is also facing increasing external competition from the public transport sector, as consumers re-evaluate their private vehicle usage. Roughly half of the US's fifty one light vehicle plants are projected to permanently close in the coming years with the loss of another 200,000 jobs in the sector, on top of the 560,000 jobs lost this decade.

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AUTOMOTIVE INDUSTRY IN INDIA

The Automotive industry in India is one of the largest in the world and one of the fastest growing globally. India manufactures over 17.5 million vehicles (including 2 wheeled and 4 wheeled) and exports about 2.33 million every year. It is the world's second largest manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009. India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 3.7 million units in 2010. According to recent reports, India is set to overtake Brazil to become the sixth largest passenger vehicle producer in the world, growing 1618 per cent to sell around three million units in the course of 2011-12. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand. As of 2010, India is home to 40 million passenger vehicles and more than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second fastest growing automobile market in the world. According to the Society of Indian Automobile Manufacturers, annual car sales are projected to increase up to 5 million vehicles by 2015 and more than 9 million by 2020. By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads. A chunk of India's car manufacturing industry is based in and around Chennai, also known as the "Detroit of India" with the India operations of Ford, Hyundai, Renault and Nissan headquartered in the city and BMW having an assembly plant on the outskirts. Chennai accounts for 60 per cent of the country's automotive exports. Gurgaon and Manesar in Haryana are hubs where all of the Maruti Suzuki cars in India are manufactured. The Chaka corridor near Pune, Maharashtra is another vehicular production hub with companies like General Motors, Volkswagen, Skoda, Mahindra and Mahindra, Tata Motors, Mercedes Benz, Land Rover, Fiat and Force Motors having assembly plants in the area. Ahmedabad with the Tata Nano plant General Motors, Aurangabad with Audi, Skoda and Volkswagen, Kolkatta with Hindustan Motors, Noida with Honda and Bangalore with Toyota are some of the other automotive manufacturing regions around the country.

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COMPANY PROFILE
HISTORY OF TOYOTA Towards the end of the nineteenth century, Sakichi Toyoda invented Japan's first power loom and in the process revolutionised the country's textile industry. January 1918 saw him create the Toyoda Spinning and Weaving Company, and with the help of his son, Kiichiro Toyoda, Sakichi fulfilled his lifelong dream of building an automatic loom in 1924. The establishment of Toyoda Automatic Loom Works followed in 1926.

Kiichiro was also an innovator, and the visits he made to Europe and the USA in the 1920s introduced him to the automotive industry. With the 100,000 that Sakichi Toyoda received for selling the patent rights of his automatic loom, Kiichiro laid the foundations of Toyota Motor Corporation, which was established in 1937. One of the greatest legacies left by Kiichiro Toyoda, apart from TMC itself, is the Toyota Production System (TPS) and Kiichiro's "just - in-time" (JIT) philosophy -producing only precise quantities of already ordered items with the absolute minimum of waste viz. a key factor
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in the system's development. Progressively, the Toyota Production System began to be adopted by the automotive industry across the world. Rising from the ashes of industrial upheaval in post-war Japan, Toyota has become the largest vehicle manufacturer in Japan with over 40% market share. Toyota began to make inroads into foreign markets in the late 1950s. The first Crown models arrived in the USA in 1957, and by 1965, with models such as the Corolla, Toyota began to build its reputation and sales to rival those of domestic producers. The first Toyota imported into Europe was via Denmark in 1963. Toyota has continued to grow in Europe's sophisticated and complex market, and in 2000 the company delivered its ten millionth cars to a customer in Germany. In fact, growth is currently one of the main words in Toyota's European vocabulary .Toyota is number one for customer satisfaction in the majority of European countries and has built an excellent reputation across Europe for reliability and customer service. This enviable reputation, along with the support of a network of more than 25 distributors and 3,500 sales outlets, are important factors in supporting Toyota's European sales growth in the coming years. In less than 70 years, Toyota Motor has gone from being a tiny spin-off of a textile loom maker to the world's biggest automaker, guided by a culture of "kaizen", or continuous improvement and a tireless effort to eliminate waste.

We see this corporate tradition continue through decades of its existence. Since the company manufactured its first passenger vehicle in 1936, Toyota has continuously pursued the number one position for total customer satisfaction in all areas, ranging from manufacturing and products to sales and service. Toyota exported its first Japanese-made passenger car to the United States in 1957. Since then, Toyota has steadily expanded its global presence with the establishment of overseas bases.

Toyota's Lexus and Toyota branded vehicles rank annually among the world's highest quality cars in third party surveys of customer satisfaction. Using such success as a springboard, Toyota is pursuing a policy of sustained development and hopes to use innovation and strong R & D to create cars that are greener, safer and more fun to drive.

As a global company, Toyota realizes that local commitment is a prerequisite to success on a worldwide scale. Toyota's activities are highly appreciated around the world, a result of the company's devotion to customer-oriented activities and social contributions in every market it operates.
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HISTORY OF THE KIRLOSKAR GROUP

The Kirloskar Group is Indias largest engineering and construction conglomerate. The Kirloskar Group is made up of 8 major group companies which export to over 70 countries. The Indian promoter Kirloskar group is a century old industrial legacy having a strong presence in various segments of engineering industry. The Kirloskar group is engaged in manufacturing of transformers, electric motors, diesel engine, compressor, machine tools etc. it also has its presence in industrial casting and pollution control equipment manufacturing. The group is mainly concentrated its manufacturing facilities in and around Karnataka and Maharashtra

Today, the Kirloskar Group is a conglomerate with interests across a diverse range of industries. It is still spurred by the simple yet profound ethic born with Laxmanrao Kirloskar that where there is will there are many ways.

TOYOTA KIRLOSKAR MOTOR

LOGO:

Toyota Kirloskar Motor Pvt. Ltd

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TKM is a joint venture between TMC, Japan and Kirloskar Group, India. As a joint venture between the Kirloskar Group and Toyota Motor Corporation, Toyota Kirloskar Motor Private Limited (TKM) aims to play a major role in the development of the automotive industry and the creation of employment opportunities, not only through its dealer network, but also through ancillary industries.

TKM's growth since inception can be attributed to one simple, yet important aspect of its business philosophy -" Customer First". While managing growth, TKM has maintained its commitment to provide quality products at a reasonable price and has made every effort to meet changes in customer needs.

TKM firmly believes that the success of this venture depends on providing high quality products and services to all valued customers through the efforts of its team members.

TKM, along with its dedicated dealers and suppliers, has adopted the "Growing Together" philosophy of its parent company TMC to create long-term business growth. In this way, TKM aims to further contribute to progress in the Indian automotive industry, realise greater employment opportunities for local citizens, improve the quality of life of the team members and promote robust economic activity in India. All Toyota employees are expected to embody these values in their daily work, including environmental protection activities. To "respect" the environment, we go to the source to identify and analyse problems ("Genchi Genbutsu"), move forward to "challenge" conventional ideas and old habits, to improve further ("kaizen") through "teamwork."

The framework provided by The Toyota Way enables our company to respond to, among other things, the environmental challenges at various stages of the life-cycle of a vehicle. These include greenhouse gas emissions, waste reduction, increased recycling and the banning of hazardous substance use in parts and components. These challenges will have inevitable consequences for Toyota's organisation and employees, and we must balance them with our desire for future growth. In 1992, the Toyota Guiding Principles were established in direct response to the international initiatives agreed to at the Rio 'Earth Summit.' This summit

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focussed on the potential for a clash between trade and environmental rules, and resulted in a statement of principles about forest management, conservation and sustainable development.

The Toyota Guiding Principles are a cornerstone of our corporate management philosophy. These principles were updated in 1997, to ensure they continue to provide Toyota with a clear path towards achieving sustainable development.

These principles have been explored and developed in Toyota's Global Vision 2015, adopted in April 2008, which proposes a series of long-term policies on the theme of "Innovation into the Future." Toyota's Global Vision 2015 guides management in its response to long-term social changes, combining consideration for the environment, the benefit to our customers of valueadded products and the encouragement of our employees through shared prosperity and social involvement.

Based on the Guiding Principles, which codify Toyota's business spirit, the Toyota Earth Charter (adopted in 1992 and revised in 1997) embodies a comprehensive approach to global environmental issues. It outlines Toyota's basic policy and action guidelines towards effective environmental management and improvements. The Toyota Earth Charter underlines a commitment to environmental excellence, not only through broad principles, but in concrete examples of what can be done through action guidelines. In connection with the Toyota Guiding Principles and the Toyota Earth Charter, a European Environmental Policy was developed as a means of linking principles, goals, targets and action plans with management structures and systems. TKM firmly believes that employees are the main source of strength for the organisation. The human resources management in Toyota seeks to create a corporate culture where values such as "Continuous Improvement" and "Respect for People" are fully reflected in all actual corporate and individual activities. The company takes maximum care to ensure stability of employment and strives to improve working conditions.

To develop human resources and improve the technical skills of its employees, TKM's young team members are regularly sent to Japan, Indonesia and Taiwan for training programs. More than 425 team members have benefited from such programs at various Toyota plants worldwide. TKM also believes in continuously improving its products and practices. Every team member is
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encouraged to give suggestions to improve the product, efficiency of processes or working conditions. They are also appropriately rewarded for the same. Thus TKM seeks to progress by empowering its employees.

Toyota Kirloskar motor (TKM) has the proud heritage of both these fine establishments. The company, according to its mission statement aims to play a major role in the development of the automotive industry and the creation of employment opportunities, not only through its dealer network, but also through ancillary industries with a business philosophy of Putting Customer First. At present the Camry, Corolla, Innova and Prado are the successful cars of Toyota on Indian roads. The Corolla and Innova are produced at TKM whereas Toyota Camry and Land Cruiser Prado are imported as complete built units.

Also, TKM is opened a second new plant in 2oo8 marking the beginning of a second era for TKM. It is poised to be not just a plant, but also a commitment to society and the earth, aiming to create a new motorization future for India. Toyotas new plant is playing a significant role in promoting employment and technology transfer in India.

ORGANISATIONAL PERFORMANCE:

PRODUCTION: SALES: EFFICIENCY:

80,000 UNITS 80,000 UNITS 94%

MARKET SHARE:

COMPANY MARUTI SUZUKI HYUNDAI

MKT SHARE 37.1 16.1

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TATA MAH & MAH T0YOTA GENERAL MOTORS FORD VOLKS WAGEN HONDA SKODA NISSAN FIAT BMW

11.7 11.6 6.4 4.3 3.7 2.9 1.8 1.4 0.9 0.8 0.5

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VISION and MISSION

VISION
The vision of Toyota Kirloskar Motor is to: 1. Contribute to Indian industry and economy, technology transfer, HRD, Global standard vehicles at a competitive price. 2. 3. Contribute to the improvement, well being and stability of the team members. Contribute to the overall growth of its business associates and its promoters.

MISSION
1. The Mission of Toyota Kirloskar Motor is to: 2. Design, manufacture and market automobile in India and in overseas market, to maintain a high quality, to meet the expectations of the customers, always delight the customer by exceeding the quality level by providing goods and effective after sale service. 3. Perceive Kizen, maintaining flexible organisation, working schedule and staffing plan which enables the company to respond to fluctuations of production volumes and increase the productivity. 4. Providing a conducive and safe working environment where all team members can work with safety with a sense of security. 5. Provide the highest possible value addition to customers, team members, investors and community at large.

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THE TOYOTA BUSINESS PRINCIPLES Creating a Prosperous Society Together by Making Things and Making Automobiles -

Toyota hopes that the 21st century will be truly prosperous for society, and aims to grow as a company together with its stakeholders, including customers, shareholders, business partners, and employees, through making things and making automobiles, while seeking harmony with people, society, the global environment and the world economy. In order to put these management principles into practice, the "Guiding Principles at Toyota Motor Corporation" were established as the fundamental management policy (see below). These principles were adopted in 1992 to codify the business spirit handed down since the company's foundation, and revised in 1997 to add the stipulation of legal compliance.

THE TOYOTA PERCEPTS:

1. Be contributive to the development and the welfare of the country by working together, regardless of position, in faithfully fulfilling your duties. 2. Be ahead of the times through endless creativity, inquisitiveness and pursuit of improvement. 3. 4. 5. Be practical and avoid frivolity. Be kind and generous; strive to create a warm, home like atmosphere. Be reverent, and show gratitude for things great and small in thought and deed

SOCIAL CONTRIBUTION
Toyota Kirloskar has always striven to go beyond the business of just making great cars .In fact Toyota has been known the world over for having taken issues pertaining to care for people, the environment and the society very seriously and this culture is deeply rooted in the culture of Toyota. Given below are a few significant social contribution activities undertaken by Toyota Kirloskar Motor:

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Local Area Development

TKM uses every opportunity it gets to partner with other companies, schools, colleges and businesses to support community development programmes in and around its production facility. These encompass a wide array of activities that primarily include providing food, clothing and shelter to the underprivileged masses. Toyota has also extended its helping hand to the state police department by rebuilding the Kengeri police station .The renovated structure now is bigger in area and is better equipped functionally and aesthetically ,sporting new furniture and facilities.

Educational Support
Toyota understands the important role that education plays in shaping society. Hence, it has taken many steps to promote education among the backward sections of society and spread literacy. In this regard Tkm has reconstructed a residential school at Bidadi that houses close to a hundred underprivileged students, moreover it has also partnered with local schools in and around its plant at Bidadi especially in Ramanagara district in contributing books, bags, stationary and even computers for school children. Since 2003 TKM came with Toyota Technical Training Institute (TTTI) of providing technical education to 64 poor students every year in their premises after their SSLC education and provide the job opportunities to them after their education and training.

Safety Initiatives
Toyota has successfully pioneered an interactive learning programme on traffic safety for young school children called the Toyota Safety Education Programme or TSEP. The primary purpose of the initiative was to educate and spread awareness on basic road safety and awareness among young school children throughout the numerous schools in Bangalore.

Disaster Relief
Toyota Kirloskar Motors has contributed generously in the past to the victims of natural calamities .It had contributed financial aid to the tune of twenty five lakhs to the Prime ministers relief fund towards the victims of the Tsunami disaster and it also played a pivotal role in the
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distribution of food, water and clothing in the earthquake hit areas of Gujarat and recently they supported financial support when Tsunami hit Japan in 2011.

Environmental Protection and Conservation

Toyota has taken numerous steps to spread eco-consciousness that include tree planting drives and organizing functions and seminars to educate people on proper waste disposal, rain water harvesting and using alternate clean sources of energy. In fact during my study visits to the Toyota plant preparations were being made towards conducting a n Aforestration drive. Toyota has also begun an Eco spirit campaign which works at promoting environmental awareness among school children again through fun yet innovative learning methods such as painting and quiz competitions .

Promoting the Japanese Language

Tkm has agreed to grant financial aid to the Bangalore University in assisting in the development of the Japanese language for the period between 2004 and 2007 by conducting courses and programmes and sponsorship of a tutor and necessary study resources to further its cause. In fact Tkm has signed an MOU with Bangalore University in this regard.

Social and Industrial Growth

Toyota aims to develop and strengthen the Indian automobile industry through its product offerings and creation of large employment opportunities which will be instrumental in its overall mission of promoting sustained and shared growth and thereby improving the quality of life and affect a robust economic activity in India.

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Dealer Profile
RADHA KRISHNA TOYOTA AUTOMOBILE (PVT) LTD Radha Krishna Toyota Automobiles was established in 2008. Radha Krishna Toyota automobiles were the second authorized dealers of Toyota.

Commanding Presence: Radha Krishna Toyota Automobiles as a centralized air-conditioned showroom of Toyota automotives its kind in Hyderabad, spread gracefully and decorated elegantly over an impressive 8100 sq.ft at Hyderabad, Being equipped with affable front office staff and adept professional technicians, Provide a perfect of quality Service and Reliability.

Space Friendly: The interiors are aimed at making you feel completely at ease, In luxury. Because for us the customer is king, one who deserves a regal offering. The setting is apt for times when you need to switch into a relaxed state of mind.

Technology to Stay Ahead They are equipped with the latest technological advancement in the industry, in order to give the best of services when it matters. Not just to be part of, But to build the future, is our motto.

Ambience that Exude Relaxation: Ours is one of the few service centers to be equipped with a fully-fledged customer-waiting lounge. A part from a television and pool table, it had a wed kiosk to keep u connected all the time.

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Service with Commitment: Our dedicated team of mechanical specialty offers expert treatment for your vehicle. We ensure consistency in performance each time, without fail.

Attention to Details: We provide genius spare parts and accessories to ensure exceptional performance. Every single aspect related to your vehicle is taken care of at our premises.

Dealing Made Convenient: It is a part of our commitment policy to give advantage to the customer at every juncture. We offer assistance of every kind at our premises itself, which makes it a one stop facility.

Expert Guidance at Every Step: Our sales team gives utmost priority to your satisfaction. When you need help to make the right choice, it is ensured that the result is beyond your expectations. Thus making it a point that you get the best in both luxury and comfort always.

Promotional Activities by R.K Toyota : The promotional activities adopted by R.K Toyota are 1. 2. 3. 4. Test Driving Free Driving Hoarding Discounts
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5. 6. 7. 8.

Advertisement in Newspaper and magazines Gift Schemes Free Services Mileage Contents

Service Offered at R.K Toyota: Six Service and paid service after sale of Cars. Free checkups campaigns Finance through bank Demonstration for new products Acceptance of warranty claims

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PRODUCT PROFILE
Toyota Kirloskar Motors is an automobile manufacturer engaged in the production of technologically advanced quality automobiles. The quest for innovation is the foundation for Toyota's new technology concepts. Ever since the company manufactured its first passenger vehicle in 1936, Toyota has continuously pursued the number one position for total customer satisfaction in all areas, ranging from manufacturing and products to sales and service. Toyota is today pursuing a policy of sustained development and aims to use innovation and strong R & D to create cars that are greener, safer and more fun to drive.

Engine technology is one of Toyota's greatest assets. Toyota's award-winning engine range reflects the high design and quality standards set by its engineers. Toyota engines are developed for performance and responsiveness with a big focus on reducing emissions and saving fuel. Today Toyota brings these benefits to customers with advanced variable valve technology (VVT-i) petrol engines, common-rail turbo diesels (D-4D), and lately with the unique Toyota Hybrid System (THS) in developed markets.

Safety is top priority for Toyota .Advanced steering, braking and traction control technologies help keep Toyota cars on the road and out of trouble. In addition, every new Toyota model is carefully designed to maximize safety, using computer simulations and real-life crash tests. The body and chassis are built to absorb impact and provide maximum occupant protection, whilst SRS airbags are in place in case of a collision. The Toyota Kirloskar Motors product line currently comprises of seven masterpieces of automobile design and engineering .These are:

The Innova The Corolla Altis The Fortuner The Etios sedan The Etios Liva
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THE INNOVA

After the success of the Quails, Toyota rolled out the Innova, a category-first to hit Indian roads. Built with hundreds of innovations from around the globe, the versatile brought together SUV like capabilities with sedan like luxuries, in all it is one truly desirable MPV. The Innova is a result of a unique process that has broken new grounds in the way automobiles are created. The Innova brings together qualities never before seen together in an automobile. Fantastic ride quality and luxury coupled with versatile space; superior performance and driving pleasure with world class safety, advanced styling with solid durability.

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THE COROLLA ALTIS

The worlds largest selling car of all time, Toyota corolla Altis, enjoys huge success in India and was voted executive car of the year two years in a row .The all new Corolla Altis is a befitting new generation of the corolla sedan tradition designed to inspire envy on every road. Once in a lifetime, comes a car that redefines luxury and style. Which looks and feels like it belongs to a class above? and provides a driving experience so far beyond anything youve experienced, that youll either be overcome with awe, or stunned by envy Presenting the all-new Corolla Altis.
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THE FORTUNER

The Toyota Fortuner, also known as the Toyota SW4, is a medium-sized SUV based on the Toyota Hilux. Originally assembled only in Thailand, but later also in Indonesia and other countries, the Fortuner is built on the well-established platform of the Toyota Hilux pickup truck. It features three rows of seats and is available in rear-wheel drive or four-wheel drive among others. The Fortuner is part of Toyota's IMV project in Thailand, which also includes the Toyota Hiluxand the Kijang Innova (in Indonesia). The vehicle was designed by Toyota Technical Centre Australia. A number of engine options are available depending on the country of sale, including a 2.7 litre 2TR-FE and 4.0 litre 1GR-FE V6 petrol with Variable Valve Timing and 2.5 2KD-FTV and 3.0 1KD-FTV common rail turbocharger diesel models

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THE ETIOS SEDAN

The Toyota Etios is a passenger car developed by Toyota for India. The sedan was launched in December 2010, and the Toyota Etios Liva hatchback was launched in June 2011. Manufactured in Bangalore, Etios is the biggest such project in India by Toyota today, and is a direct assault on Suzuki's dominance in this market. The Etios nameplate comes from the Greek "Ethos", meaning spirit, character, and ideas. The Etios sedan uses the 2NR-FE 1.5 L DOHC 4-cylinder engine. This dual VVT-i 16V gasoline engine with electric fuel injection produces 66 kW (90 PS). This is mated to 5 speed manual gearbox. The Engine and Transmission are currently imported from Japan, but Toyota is setting up a Rs 500 crore plant to manufacture engines and transmissions in Bangalore from 2012.

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THE ETIOS LIVA

The Etios Liva hatchback was launched in New Delhi on June 27, 2011 with a 4 cylinder 16 valve DOHC engine that delivers a fuel efficiency of 18.31 km/L. A diesel version is planned. Trim levels for the Etios Liva are: J, G, G+, V and VX. The Etios Liva hatchback uses the 3NR-FE 1.2 L DOHC 4-cylinder engine. This dual VVT-i 16V gasoline engine with electric fuel injection produces 59 kW (80 PS). This is mated to 5 speed manual gearbox.

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POLICIES, PROCEDURES AND METHODOLOGY

The Toyota way
The Toyota Way is a management philosophy used by the Toyota Corporation worldwide. The main idea is to base management decisions on a philosophical sense of purpose, to think long term, to have a process for solving problems, to add value to the organization by developing its people and to recognize that continuously solving root problems drives organizational learning. The two pillars of The Toyota Way are Continuous Improvement and Respect for People.

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Toyota Production System (TPS)

The production system developed by Toyota Motor Corporation to provide best quality, lowest cost, and shortest lead time through the elimination of waste. TPS is comprised of two pillars, Just-in-Time and Jidoka, and is often illustrated with the "house" shown below. TPS is maintained and improved through iterations of standardized work and kaizen, following PDCA, or the scientific method. The concepts of Just-in-Time (JIT) and Jidoka both have their roots in the pre-war period. Sakichi Toyoda, founder of the Toyota group of companies, invented the concept of Jidoka in the early 20th Century by incorporating a device on his automatic looms that would stop the loom from operation whenever a thread broke. This enabled great improvements in quality and freed people up to do more value creating work than simply monitoring machines for quality. Eventually, this simple concept found its way into every machine, every production line, and every Toyota operation. Kiichiro Toyoda, son of Sakichi and founder of the Toyota automobile business, developed the concept of Just-in-Time in the 1930's. He decreed that Toyota operations would contain no excess inventory and that Toyota would strive to work in partnership with suppliers to level production. Under Ohno's leadership, JIT developed into a unique system of material and information flows to control overproduction.

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Some of the unique features of The Toyota Way are: 1. Kaizen: - It focuses on continuous improvement throughout all

Aspects of life. When applied to a workplace, Kaizen activities continually improve all functions of a business from manufacturing to management. By improving standardized activities and processes, Kaizen aims to eliminate waste. The Toyota team relentlessly strives to conduct Kaizen activities. 2. Kanban: - It is a concept related to just intime (JIT) production.

Kanban is a part of a pull system that determines the supply, or production according to the actual demand of the customers. A Kanban system is used as a demand signal which immediately propagates through the supply chain. This can be used to ensure that intermediate stocks are better managed. 3. Poka-yoke: - It means fail-safing avoiding inadvertent errors, or a

method of preventing errors by putting limits on how an operation can be performed in order to force the correct completion of the operation. 4. Genchi-Genbutsu: - It means go and see for yourself and it is an

integral part of the Toyota Production System. Toyota managers are expected to go and-see operations. Without experiencing the s ituation firsthand, managers will not have an understanding of how it can be improved. 5. Jidoka: - It may be described as intelligent automation. At Toyota

this means that if an abnormal situation arises the machine stops and the worker will stop the production line. Jidoka prevents the production of defective products, eliminates overproduction and focuses attention on understanding the problem and ensuring that it never recurs. 6. Heijunka: - It is a technique for reducing waste and is vital to the

development of production efficiency in the Toyota Production System. The general idea is to produce intermediate goods at a constant rate, to allow further processing to be carried out at a constant and predictable rate. This helps achieve the goal of minimizing waste (MUDA), not overburdening people or the equipment (MURI) and not creating uneven production levels (MURA)

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JUST-IN-TIME The "Just-In-Time" production philosophy is the foundation of the Toyota process. This concept refers to the manufacturing and conveyance of only what is needed, when it is needed, and in the amount needed. In addition, a minimum amount of inventory is kept on hand. This enhances efficiency and allows quick response to change.

STANDARDIZED WORK The Toyota Production System organizes all jobs around human motion and creates an efficient production sequence without any "Muda." Work organized in such a way is called standardized work. It consists of three elements: Takt-Time, Working Sequence, and Standard In-Process Stock.
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Takt-Time "Takt-Time" is the time, which should be taken to produce a component on one vehicle. This timing mechanism is based on the monthly production schedule. Daily total operating time is figured based on all machinery operating at 100% efficiency during regular working hours. The Takt time allows us to produce many parts of many different types for use in vehicles on the production schedule and to supply those parts to each process on the assembly line at the proper time. This keeps production on schedule and permits flexible response to change in sales.

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Takt Time = Straight Time / Work Time (Seconds) #/Required Number of Production based on Demand # Time available/day/month PRODUCTION FLOW The following paragraphs will offer a brief explanation of the manufacturing process followed at the TKM plant along with the systems and processes in place that make this facility and its ideologies truly one of a kind. The production unit or shop floor is primarily composed of the below divisions 1. Inventory Storage 2. Press Shop 3. Weld Shop 4. Paint Shop 5. Assembly Shop 6. Final Inspection The plant follows a Product Flow Layout. This is also known as Lean manufacturing. The block diagram of the plant is shown below:

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1. Inventory Storage- The parts that are required for the manufacturing of the vehicle are stored in the inventory. Toyota follows the Just in Time production technique i.e. vehicles are produced according to their demand. Therefore, the parts that are present in the inventory are only for that days production and maybe the next days. This way the storage and maintenance cost is reduced. 2. Press Shop- The basic function of the press shop is to press the sheet metal into the required shape. There are 4 stages in the press shop. The first two are stamping, in which the sheet metal is cut into required size using templates called DIES and holes are made. The 3rd and 4th stages are press stages. The machines that are used for pressing the sheet metal use hydraulic control since the pressure required is high. 3. Weld Shop- The weld shop is responsible for welding every single part of the vehicle. When the chassis is welded the frame structure is held on a fixture which operates on the principle of pneumatic air pressure. Then all the small parts to be fitted to the chassis are welded using butt welding. This process is done manually. For body related welding there is a different segment. E.g. welding of fenders etc. After the completion of welding, the body is inspected for defects. The door of the body is fixed temporarily for painting purpose. 4. Paint Shop- In the paint shop the complete body is dipped into a solution filled in a tank. This is done to clean the body and make it corrosion proof. After this, primer coating is done
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which is performed by a robot because the primer needs to be sprayed uniformly. A quality check is done to ensure that uniform thickness of the paint is maintained. 5. Assembly Shop- The assembly shop is responsible for the assembly of the various parts to make a vehicle. The assembly shop consists of three production lines. These are: a) b) c) Chassis assembly line Body trim line Final line

The chassis assembly line and the body trim line move side by side. On these lines, the various parts, systems and sub assemblies of the chassis and the body are fitted. Once the assembly of the various parts like door hinges, wire housing, engine, transmission etc. is completed, the chassis is brought under the body and fitted. This procedure is called docking. After docking the vehicle is taken to the final line where the other parts of the vehicle like safety glasses, carpet, doors etc. are assembled. The VIN (Vehicle Identification Number) is punched onto the vehicle by a machine during the final line assembly.

6. Final Inspection- During final inspection, the entire vehicle is checked for any defects in weld, paint and assembly. The engine is started and checked and the steering alignment is verified. Also a shower test is performed to ensure that there are no leaks in the car. In case of any persisting problem, the vehicle is sent to the repair shop where the defect is rectified.

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Literature Review
Brand Personality

A brand is a set of expectation and association evoked from a company o r product. A brand is how your key constituents- customers, employees, shareholders etc. experience what you do. Some brands are of such great importance to people, that we speak of them as a part of ones life and identity, being used to express one. Some would say that these brands have their own personality, the brand personality, which can be defined as the set of human characteristics associated with a given brand. Thus, it includes such characteristics as gender, age and socioeconomic class, as well as such classic human personality is both distinctive and enduring.

Based on the premise that brand can have the personalities in much the same way as humans, brand personality describe brands in terms of human characteristics. Brand personality is seen as valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bid to other people. Much of the work in the area of brand personality is based on translated theories of human personality and using similar measures of personality attributes and factors. Brand personality refers to the set of human characteristics we associated with the brand. A common way of determining this is to reply on the metaphor: If the brand was a person, what would he/she be like ? we then list and group the traits to describe the brand as, for example: caring, approachable and trustworthy. However, there is a lot more we can do. Because many people interact with brands as though they were other people, it is important to understand what a brand personality consists of, and how its characteristics can be used to affect the relationship between the brand and its user. Knowing and understanding the brand personality gives a good insight into this relationship, and into peoples attit udes towards the brand, and is also as important guide to communicating the brand. VALUES AND CHARACTERISTICSS OF BRAND PERSONALITY
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Peoples personalities are determined largely through the value and beliefs they have, and other personality characteristics they develop. An example of value or belief is honesty. Many people believe in being honest in everything they do and say. An example of characteristic is confidence. This is not a belief, but more of a behavior. There are, of course, many value/beliefs and characteristic that a person may have, but there are some that are particularly likeable. It is these likeable values and characteristics that people are inevitably attracted. Examples of these include dependability, trustworthiness, honesty, reliability, friendliness, caring, and fun-loving. There are about two hundred words that describe personality characteristics, and these can be used for putting personality into brands. To illustrate how people think in personality terms when making judgments about brands, here are the results of consumer research into how people feel about tow companies. When asked question: if these companies are people, how would you describe them? their replies were:
Company A Sophisticated Arrogant Efficient Self- centered Company B Easy going Modest Helpful Caring Approachable Distant Disinterested Interested

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These two companies are actually competitors in a service industry. If you were asked of these two companies you would like to be your fiends, you would probably choose company B, as did 95% of other respondents. It is not surprising that the service level of company B can be better experience for customers than that of company A. it is also easy to conclude that if customers consistently experience these differences between the two companies, then the brand image of company B will be much better than company A.

A further point of interest arising out of this research is that people tend to prefer brands that fit their self-concept. Everyone has views about themselves and how they would like to be seen by others. And they tend to like personalities that are similar to theirs, or to those whom they admire. Thus, creating brands with personalities similar to those of a certain group of consumers will be an effective strategy. The closer the brand personality is to the consumer personality (or one which they admire or aspire to), the greater will be the willingness to buy the brand and deeper the brand loyalty.

The Creation of Brand Personality

Brand personality traits are formed and influenced by any direct or indirect contact that the consumer has with a brand. A brand, unlike a person, cannot think, feel or act. A brand has no objective existence at all; it is simply a collection of perception on the mind of the consumer. Consumers accept the marketing actions to humanize brands. One explanation fort this can be found in the theories of animism, which suggest that there exists need by people to
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anthropomorphize objects in order to facilitate interaction with the nonmaterial world. Anthropomorphize occurs when human qualities are attributed to non human objects, e.g. brands. Consumers easily assign personality quality to inanimate objects like brands in thinking about the brands as if they are human characters.

In a direct way, personality traits are associated with a brand by the people associated to that brand. One direct way to form and influence brand personality is user imaginary. User imaginary is defined as the set of human characteristics associated with the typical or stereotype user of the brand. Associations with the company employees or CEO and the brands product endorsers are also direct ways by which brand personality traits are formed and influenced. The personality traits that of the people associated with a brand are transferred directly to the brand. The theories of animism describe another process mechanism that directly explains the specific ways in which the vitality of the brand can be realized (Fournier, 2004). Spokespersons that are used in advertising can have personalities that fit those of the brand they advertise. Over time, the personalities of the spokesperson are transmitted to the brand. The brand-person associations can also have a more personal nature. Brands can be associated with person who use or used that particular brand, for example a close friend or a family member. Also, brands received as gifts can also be associated with the person from whom the gift was received. These person associations serve to animate the brand as a vital in the minds of the consumers. Obviously, this aspect is much less under the control of the marketers.

Indirectly, the brand personality is created by all the elements of the marketing mix. Betra, Lehman and Singh suggest that the personality of a brand is created over time, by the entire marketing mix of the brand - its price (high or low, odd or even), retail store location (imaginary associations), product formulation (ingredients, benefits), and product form (solid/liquid. Etc.), packaging details (color, size, material, shape), symbol; used an all phases of the brand communication, sales promotion, and media advertising.
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Another form of animism explains how brand personality is created in a more indirect way. This form of animism involves complete anthropomorphization of the brand object itself. Human qualities of emotionality and thought are transferred to the brand. This is achieved with the help of the marketing actions, especially advertising. For example, the brand character of M&M in the M&M commercials has the capacity to laugh and joke.

One of the advantage of the brand personality is that based on their distinctive personalities, consumers are able to differentiate between brands. Another advantage is that the consumer can interpret the brands image in such a way that it is personally more meaningful. Brand personality encourages more active processing on the part of the consumer. Thus, the consumer put more efforts in creating and using the brand personality. A further advantage of brand personality is that life is given to a brand. By vitalizing a brand, another perspective of brand personality can be examined, namely the role of a brand as relationship partner in a consumerbrand relationship. Next we will concentrate on these consumer-brand relationships.

Whether the brand is a product or a company, the company has to decide what personality traits the brand is to have. There are various ways of creating brand personality. One way is to match the brand personality as closely as possible to that of consumers or to the personality that they like. The process will be

Define the target audience Find out what they need, want and like Build a consumer personality profile Create the product personality to match that profile

This type of approach is favored by companies such as Levi Strauss, who research their target audience fastidiously. For Levis the results is a master brand personality that is:

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Original Masculine Sexy Youthful Rebellious Individual Free American

A related byproduct brand personality (for a specific customer group) such as Levis 501 jeans is: Rebellious physically prowess Resourceful Independent Likes being admired Sexually attractive Romantic

Both profile appeal mostly to the emotional side of the peoples minds - to their feelings and sensory function. This profiling approach aims to reinforce the self-concept of the consumers and their aspirations. The approach is ideal for brands that adopt a market-niche strategy, and can be extremely successful if a market segment has a degree of global homogeneity, as is the case with Levis.

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Non product related brand personalities drivers

User imaginary user imaginary can be based on either typical users (people you see using the brand) or idealized users (as portrayed in advertising and else were). User imaginary can be powerful driver of brand personality, in part because the user is already a person and thus the difficulty of conceptualizing the brand personality is reduced. For example Charlie has a feminine, strongly independent brand personality driven by it user imaginary. The upscale personality of Mercedes and the sexy, sophisticated personality of Calvin Klein are similarly influenced by user imaginary.

Sponsorship activities such as events sponsored by the brand will influence its personality. Swatch, for example, reinforces its offbeat, youthful personality will targeted sponsorships that have included the Freestyle Ski World Cup in Breckenridge, the first International

Age how long a brand has been on the market can affect its personality. Thus new entrants such as Apple, MCI, and Saturn tend to have younger brand personalities than brand such as IBM, AT&T, and Chevrolets, and it as all too common for a major dominate brand to see as strongly and old fashioned, a brand for older people.

Symbol a symbol can be powerful influence on brand personality because it can be controlled and can have extremely strong associations. Apples bitten apple, the Marlboro cowboy, the Michelin mans all helps to create and reinforce a personality for their brands.

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Why use brand personality The brand personality construct can help brand strategies by enhancing their understandings of peoples perceptions of and attitude towards the brand, contributing to a differentiating bran d identity guiding the communication effort and creating brand equality Enriching understanding The brand personality metaphor can help a manager gain an in-depth understanding of consumer perceptions and attitudes towards the brand. By asking people to describe a brand personality, feelings and relationship can be identified that often provide more insight than is gained by asking about attribute perceptions. Contributing to a differentiating identity Strategically, a brand personality, as a part of a core or extended identity, can serve as the foundation for meaningful differentiations. Advertising agencies such as Young & Rubicam and Ogilvy & Mather routinely include a brand personality statement as a part of their brand positioning strategy. Guiding the communication effort Tactically the brand personality concept and vocabulary communication the brand identity which richness and texture to those who must implement the identity building effort. Practical decisions need to be made about not only advertising but packaging, promotions, which events to associate with, and the style of person interactions between the customer and the brand. Creating brand equity The brand personality creates brand equity. The self-expression model explains this. The model says that for certain groups of customers; some brands become vehicles to express a part of their self-identity. People express their own or idealized identity in a variety of ways, such as a job choices, attitudes, options, activities and lifestyles. Brand that people like, admire, discuss, buy and use also provide a vehicle for self-expression.

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TOYOTA GOING RURAL CAMPAIGN

The company launched an initiative called 'Go Rural' in the last quarter of 2011 where a pilot study was carried out in the eastern region. Cars were put on display in the Durgapur area in West Bengal and the response was encouraging enough for Toyota to understand that smaller centers in India were critical to its growth. "This was the beginning of its 'Go Rural' drive. It had the dealers try out something similar in other parts of the country where cars were showcased on select days in a month. By February 2012, the Go Rural' momentum had intensified with a growing list of interested customers. There were 160 bookings last month and Toyota has targeted at least 500 more each month between now and end-July. It also hopes to have in place 25 dealerships in these smaller centres by the end of this year, going up to twice as much in 2013.

We were amazed to see that brand Toyota had so much goodwill despite our relatively negligible presence," Mr Sandeep Singh, Deputy Managing Director of Toyota Kirloskar Motor, told Business Line. By February 2012, the 'Go Rural' momentum had intensified with a growing list of interested customers. There were 160 bookings last month and Toyota has targeted at least 500 more each month between now and end-July.

Toyota plans to open 25 dealerships in rural India in 2012, the figure is going to amplified in 2013, the company plans to add another 50 to that figure. These dealerships main focal point will be to sell and service Etios twins, however other models of the brans like Innova MPV and Fortuner SUV will also be sold wherever there is a demand for these vehicles. Maruti India is the uncontested leaders in t he hinterland, where Totota is trying to establish its foothold. Mahindras hold also is no less as the brand also sells tractors, which are mainly meant for rural areas only; Mahindras range of utility vehicles are the bestsellers in the country. Apart from Toyota other carmakers like Hyundai and Tata Motors are establishing standalone dealerships for their entry level offering Eon, Santro Zing and Tata Nano respectively.

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SMALL REGIONS Other carmakers are also following suit rapidly especially when customers here are quite open to trying out new brands unlike the big cities where the loyalty factor is more pronounced. People in smaller towns have enough and more money at their disposal to buy a car. They also know precisely what they want in a vehicle,. Companies such as Toyota are beginning to realize that it makes greater sense to tap these regions when growth prospects for the automobile industry are still uncertain this fiscal. A basic method which Toyota follows here is the PULL STRATEGY. Pull Strategy The best management for automobile industry would be pull system as it avoids overproduction. In a pull system, the consumer demands the product and pulls it through the delivery channel. An example of this is the car manufacturing company Toyota. So far, Toyota only produces cars when the customers order for the cars. This is to avoid overproduction and also the dealers will save a lot of money in putting the cars in the warehouse.

A pull system can be practiced in various situations and can be applied to the portion of the supply chain where demand uncertainty is high, production and distribution are demand driven, where there is no inventory, and there is a decrease in lead time. In a pull-based supply chain, production and distribution are demand driven so that they are coordinated with actual customer orders, rather than forecasted demand. The industry is able to provide the down line customers in the production process with what they want, when they want it, and in the amount they want. Material replenishment initiated by consumption is the basic principle of just-in-time.

For the automobile industry, the pull strategy is highly recommended, as it would bring more benefits to the industry. The automobile industry is able to increase the profits as they are actually saving more money. It minimizes the work in process and warehousing of inventory by stocking small amounts of each product and frequently restocking based on what the customer actually takes away.

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Supply Chain Relationship

Relationships based on trust, commitment, and respect last a lot longer than those based on immediate advantages. Each party is more willing to sacrifice for the other, creating a mutual understanding and desire for other members of the supply chain to succeed, supporting each other for the ultimate goal of the company. Like Toyota which constantly is in communication with its supply chain, each member of the supply chain has no trouble accommodating whatever Toyota needs to produce each car with minimal cost for superior quality, serving its customers through its official dealers, and the adequate availability of its spare parts.

Weeding out ineffective supply chain members, and maintaining and rewarding supportive supply chain members are the keys to successful implanting good supply chain relationship management. The best way to select supply chain members is to select them as if you are buying a car for yourself: Look for members that are reliable, committed to your convenience, and support what you need from them. Not forgetting after buying your car, you have to maintain its performance; similarly, maintain the relationship in the supply chain with respect and trust. In other words, treat them as an extension of your own company.

By treating them as an extension of your company, a sense of ownership will follow. Like a team member who cares very much about the result of a project, he/she will want to contribute to the projecta very carefully thought contribution at that.

Successful relationships are not built overnight, it takes time to develop these relationships; and when harvested correctly, the relationships can be sustained to achieve a result that everyone desires.

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RESEARCH METHODLOGY
Most of the research based on the secondary as well as the primary database, which was collected from internet from the official website of Toyota and other sources and by conducting one on one interviews with normal walk-ins in the dealer showroom and the existing customers of Toyota in and across Hyderabad , Kazipet/Warangal and Nizamabad . About the primary research, it was basically a one on one interview with the current Toyota owners as well as the prospective clients.

The research objective is a statement, in as precise terminology as possible, of what information is needed. The research objective should be framed so that obtaining the information will ensure that the research purpose is satisfied.

Research objective have three components.

Research question

The research question specifies the information the decision making needs. The responsibility of the researcher is to make the researcher question as specific and precise as possible. The researcher question asks what specific information is required to achieve the research purpose, or answer the research problem. If the research questions are answered by the research, then the information should aid the decision maker.

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Development of hypothesis

A hypothesis is a possible answer to a question. Development of hypotheses implies generating basically alternative answers to research questions. The research determines which of these alternative answers is correct. It is not always possible to develop hypotheses, but efforts should be made.

Scope or boundaries of the research -

Defining the scope of the research or the research boundaries ensures the desired precision or accuracy of the result. The researchers responsibility is to restate the initial variables associated with the decision problem, that is convert the research problem, in the form of one or more key question formats-

How What Where When Why

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Objectives of the Research

The research objectives for the project undertaken can be defined as follows:

To determine the demographic variables of the customers of different brands of cars. Examine the customer perception about the cars in the rural areas To judge the satisfaction level of car owners of different brands. The research tracks responses at following two layers

1. Product related parameters 2. Dealer related parameters

To analyze the psychographic variables of the customers of different brand of the cars.

Scope of the study

It is aimed to study the car market and buying behavior of the customer. The project is analyzed the demographic, psychographic and buying characteristics of the customers in buying the car. It includes the detailed study of customers focusing on the various parameters that lead to identifying and understanding the perception of the customer in buying the car brands.

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Significance of the study

A brand is a set of expectations and associations evoked from company or product. A brand is how key constituents- customers, employees etc. experiences what you do. Some brands are of such great importance to people, that we speak of them as a part of ones life and identity, being used to express one. Some would say that these brands have their own personality, the brand perception, which can be defined as the set of human characteristics associated with a given brand.

Because many people interact with brand as though they were other people, it is important to understand what a brand perception consists of, and how its characteristics can be used to affect the relationship between the brands and its users. Knowing and understanding the brand perception gives a good insight into this relationship, and into peoples attitudes towards the brand, and is also an important guide to communicating the brand.

Like apparel and lifestyles brands, a car is extension of ones perception. People buy cars which either matches their personalities or those which provide them opportunities of being perceived as somebody they aspire to be. This becomes significant as consumers move up the value chain from small compact cars to midsize and upwards.

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Research Methodology
A research process consists of stages or steps that guide the project from its conception through the final analysis, recommendations and ultimate actions. The research process provides a systematic, planned approach to the research project and ensures that all aspects of the research project are consistent with each other. Research studies evolve through a series of steps, each representing the answer to a key question.

Research Project Steps

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RESEARCH DESIGN
I propose to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research. This stage shall help me to restrict and select only the important question and issue, which inhabit growth and segmentation in the industry.

The various tasks that I have undertaken in the research design process are :

Defining the information need Design the exploratory, descriptive and causal research.

RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysis It has a logical and hierarchical ordering: Determination of information research problem. Development of appropriate research design. Execution of research design. Communication of results.

Each step is viewed as a separate process that includes a combination of task , step and specific procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and ongoing.
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EXPLORATORY RESEARCH

The method I used for exploratory research was

Primary Data Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data which is previously gathered data. An example is information gathered by a questionnaire. Qualitative or quantitative data that are newly collected in the course of research, Consists of original information that comes from people and includes information gathered from surveys, focus groups, independent observations and test results. Data gathered by the researcher in the act of conducting research. This is contrasted to secondary data which entails the use of data gathered by someone other than the researcher information that is obtained directly from first-hand sources by means of surveys, observation or experimentation.

Primary data is basically collected by getting questionnaire filled by the respondents.

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SECONDARY DATA
Information that already exists somewhere, having been collected for another purpose. Sources include census reports, trade publications, and subscription services. Data that have already been collected and published for another research project (other than the one at hand). There are two types of secondary data: internal and external secondary data. Information compiled inside or outside the organization for some purpose other than the current investigation. Data that have already been collected for some purpose other than the current study. Researching information which has already been published. Market information compiled for purposes other than the current research effort; it can be internal data, such as existing sales-tracking information, or it can be research conducted by someone else, such as a market research company or the U.S. government. Published, already available data that comes from pre-existing sets of information, like medical records, vital statistics, prior research studies and archival data.

Secondary source of data used consists of books and websites

My proposal is to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research.

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Descriptive Research

STEPS in the descriptive research:

Statement of the problem Identification of information needed to solve the problem Selection or development of instruments for gathering the information Identification of target population and determination of sampling Plan. Design of procedure for information collection Collection of information Analysis of information Generalizations and/or predictions

DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral. I found it essential to make sure the questionnaire was easy to read and understand to all spectrums of people in the sample. It was also important as researcher to

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respect the samples time and energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5 mins. These questionnaires were personally administered.

The first hand information was collected by making the people fill the questionnaires. The primary data collected by directly interacting with the people. The respondents were contacted at shopping malls, markets, places that were near to showrooms of the consumer durable products etc. The data was collected by interacting with 200 respondents who filled the questionnaires and gave me the required necessary information. The respondents consisted of house wives, students, business men, professionals etc. the required information was collected by directly interacting with these respondents.

DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is intended. It attempts to describe them as they are rather than as the describer would like them to be. Also called the audience the audience to be served by our project includes key demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries of a program. This will be either all or a subset of potential users, such as adolescents, women, rural residents, or the residents of a particular geographic area. Topic areas: Governance, Accountability and Evaluation, Operations Management and Leadership. A population to be reached through some action or intervention; may refer to groups with specific demographic or geographic characteristics. The group of people you

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are trying to reach with a particular strategy or activity. The target population is the population I want to make conclusions about. In an ideal situation, the sampling frames to matches the target population. A specific resource set that is the object or target of investigation. The audience defined in age, background, ability, and preferences, among other things, for which a given course of instruction is intended. I have selected the sample trough Simple random Sampling

SAMPLE SIZE:
This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors: Project goals How you plan to analyze your data How variable your data are or are likely to be How precisely you want to measure change or trend The number of years over which you want to detect a trend How many times a year you will sample each point How much money and manpower you have

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SAMPLE SIZE

I have targeted 100 people in the age group above 21 years for the purpose of the research. The sample size is influenced by the target population. The target population represents the Hyderabad, Nizamabad, Kazipet and Warangal regions. . The people were from different professional backgrounds.

The details of our sample are explained in chapter named primary research where the divisions are explained in demographics section.

SAMPLING TECHNIQUE

Simple random sampling technique has been used to select the sample

A simple random sample is a group of subjects (a sample) chosen from a larger group (a population). Each subject from the population is chosen randomly and entirely by chance, such that each subject has the same probability of being chosen at any stage during the sampling process. This process and technique is known as Simple Random Sampling, and should not be confused with Random Sampling.

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ERRORS IN THE STUDY

Interviewer error

There is interviewer bias in the questionnaire method. Open-ended questions can be biased by the interviewers views or probing, as interviewers are guiding the respondent while the questionnaire is being filled out. The attitudes the interviewer revels to the respondent during the interview can greatly affect their level of interest and willingness to answer openly. As interviewers probing and clarifications maximize respondent understanding and yield complete answers, these advantages are offset by the problems of prestige seeking, social desirability and courtesy biases.

Questionnaire error

The questionnaire designing has to careful so that only required data is concisely reveled and there is no redundant data generated. The questions have to be worded carefully so that the questions are not loaded and does not lead to a bias in the respondents mind

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Respondent error

The respondents selected to be interviewed were not always available and willing to co operate also in most cases the respondents were found to not have the knowledge, opinion, attitudes or facts required additionally uninformed response errors and response styles also led to survey error.

Sampling error
We have taken the sample size of 100, which cannot determine the buying behavior of the total population. The sample has been drawn from only National Capital Region.

Research Design
Research design is a conceptual structure within which research is conducted. A research design is the detailed blueprint used to guide a research study towards its objective. It is a series of advanced decision taken together comprising a master plan or a model for conducting the research in consonance with the research objectives. Research design is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximum information with the minimum effort, time and money.

RESEARCH DESIGN

EXPLORATORY RESEARCH DESIGN

CONCLUSIVE RESEARCH DESIGN

DESCRIPTIVE RESEARCH

CAUSAL RESEARCH

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Limitations of the study

All the research projects are hindered in their smooth flow by some unforeseen problems. The problems arise in the form of constraints by budget, time and scope of the study. The current project was also faced by certain problem. Some of the problems faced in the course of the research are as follows:

A strong unwillingness on the part of the owners of various cars, to participate and aid the research.

The boredom and wavering concentration that set in among the respondents while answering the long questionnaire: thus in turn led to the difficulty of preventing incomplete questionnaires.

Sampling error: the research include a sample size of 100 customers which is not enough to determine the brand perception of the consumers for buying the cars. Since its not a census survey there is always a chance of error while extrapolating the results of a sample study over the population especially in those researches where the qualitative aspects are concerned. So its always doubtful to map the qualitative aspects using a quantitative measure.

The study was limited to the geographical region of HYDERABAD.

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Results And Findings

Q1. Why you bought your present car? Please rank from the highest order of preference

1. 2. 3. 4. 5.

Increase in disposable income Better safety at roads Family needs Increase in family size Suits your lifestyle and personality

Motives for buying a car Increase in disposable income Better safty in roads Family needs Increase in family size Suit s your lifestyle and personality 39 12 17 23 09

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Motives For buying a car

40

35

39
30

25

20

23
15 Series1

17
10

12
5

Increase in disposable income

Better safety Family needs Increase in at roads family size

Suits your lifestyle and personality

Motives

Interpretation:

As per the analysis shows, increase in disposable income seems to be the most important reason for buying a car. This trend is reflected in the growth of the Per capita Disposable income and consequently the growth of the Indian automobile industry especially in the B and C segment cars. Similarly, the growing family needs like working partners, increasing family size, status, etc. add to the motives of buying a car. Q2. You decided to buy a car brand because of (rate best 3 factors from 1 to 3 in order of your preference)

1. 2. 3. 4. 5.

Affordable price Technical superiority over competition Comfort Manufacturers image Value for money 65 | P a g e

6. Safety 7. After sale services Product specific reasons for buying a car Affordable price Technical superiority over competition Comfort Manufacturers image Value for money Safety After sales services 32 07 09 12 28 10 02

Product Specific Reasons for Buying a Car

2 10

32 Afforable prices Technical superiority Comfort Manufacturer's image Value for money Safety After sale services

28

12

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Interpretation:

Indian market is still the hard nut to crack for most of the automobile manufacturers. Though the Indian car industry is among the fastest growing car markets of the world still the Indian psyche is too complex for the manufacturers to understand. The most important reason for buying a car when it comes to B and C segment cars seems to be

value for money. 32% of the respondents suggested that affordable prices are the most important factor while purchasing a car. This is the reason for sticking to a particular segment till the next substantial rise in the personal disposable income. This reason is followed by Value for money where the customers look for the best product, best services and best repute all bundled in one with the best deal they can strike. This explains the reason for the stagnant or sudden growth in sale of B and C segment cars just before budget and near occasions like Dial.

Product Satisfaction Level

Q3. Please rate your existing car in terms of understated Interior Design features on a scale of 1 to 5 where

1 Highly Dissatisfied 2 Dissatisfied 3 Neutral 4 Satisfied 5 Highly Satisfied

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Interior Type 1 Seats design Leg Room Dash Board Interior Colour Music System Adjustable Front seat Headrest Interiors for Segment B cars
100% 3 80% 3 1 3 1 3 1 3 3 1 4 4 4 4 3 3 40% 4 3 20% 3 0% 4 4 4 4 4 4 4 4 3 3
Adjustable Front Seat Headrest Music System Interior Colour Dash Board Leg Room

Level of satisfaction

4 4 60%

4 3

Seat Design

i Maruti

Toyota

Ford

Tata

Hyundai Honda

Benz

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Interpretation:

Interiors play a very important role in deciding the sale of a car. More plush, comfortable and exotic the interiors are more are the chances of its being popular among the customers. For this reason manufacturers spend billions of dollars every year on R&D to continuously improve the interiors of their cars. Seats, leg room, dash board, armrests etc are few of the options which count for the interiors. As the analysis show benz scores substantially high w.r.t. its counterparts on the account of music system installed. Similarly,toyota races far ahead as far as leg room is concerned. However, maruti fares badly on this front. Overall, almost all cars get a mixed response in this segment as far as the interiors are concerned
Customer Satisfacton based on Interiors of Cars
100% 3 3 3 3 3 3 3

80%

60%

4 4

Adjustable Front Seat Headrest Music System Interior Colour Dash Board 3 Leg Room Seat Design

3 40% 4 20% 4 0%

Cars' Interior Parameters

Interpretation:

As one can see most of the respondents are quite happy with the interiors of their respective cars. However, one striking point observed here are that almost every car fares neutral on the adjustable front seat headset. These cars have more leg room, come with attached music systems (Verna fares the 69 | P a g e

best among all cars on this front) combined with luxury features like TV screens, armrests at the back seat etc.

Q4. Please rate your existing car in terms of understated Safety features on a scale of 1 to 5

Safety Parameters Crossbar under Dashboard Air Bags Anti Lock Breaking System Aerodynamic Shape Intensity of front lights

Customer Satisfaction on the Safety Parameter

100%

Customer Satisfaction Level ( %age)

90% 80% 70%

3 4 5 4 4

3 3 5

60% 50% 40% 30% 1 3

4 4

Intensity of front light Aerodynamic Shape ABS Air Bags Crossbar under Dashboard

3 4 3 1 1 3

1 20% 10% 0% 3 3

Maruti

Toyota

Ford

Tata

Hyundai Honda

Benz

Safety Parameters of Different cars

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Interpretation:

As can be noted Maruti Swift and Indica V2 fight neck to neck on almost every front, with Indica marginally better in features like crossbars under the dashboard and Anti Brake systems. Most of the cars in this segment fare relatively similar and very close to each other on most of the fronts.

Customer Satisfaction Level on Safety Parameters

100% 90% 3 3 4 5 4 4

Customer satisfaction level

80% 70% 60% 50% 4 40% 30% 20% 4 10% 0% 4 4 4 4 4 4 1 1 3 4 4 4 4 4 4 4 5 3 3 4 3 Intensity of front light Aerodynamic Shape ABS Air Bags Crossbar under Dashboard 4 3

Maruti

Toyota

Ford

Tata

Hyundai Honda

Benz

Cars' Safety Parameters

Interpretation:

As one can see most of the respondents are quite happy with the safety parameters of their respective cars. However, one striking point observed here are that almost every car fares neutral on the safety parameters.

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Q5. Please rate your existing car in terms of following parameters

Parameter Fuel Consumption Mileage ( Km/ltr) Pick Up Stability at higher speed Top speed

Customer Satisfaction Level on the Fuel Efficiency

100%

Customer Satisfaction Level ( %age)

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

3 3 4 4 4 5 5 Stability at higher speed Pick up Mileage 4 3 4 4 Fuel Consumption 3

4 3 3 3 3 3

Maruti

Toyota

Ford

Tata

Hyundai

Honda

Benz

Cars' Fuel Efficiency Parameters

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Interpretation:

The customer choice of the car highly depends upon the performance and maintenance costs of the car. This is the reason why this class of parameter was chosen for this study. And the results show that Marutis Wagon R fares the best car in its segment as most fuel efficient car of all. Similarly, Wagon R fares the best on the terms like mileage but it lags behind Hyundais Santro on pick up front. So this segment shows a mixed bag of response for the Fuel efficiency and mileage parameter. Indica V2 performs consistently on all the parameters and Getz fares really well on pick up whereas it fares badly on fuel consumption. Considered this condition for Getz it should be seen as a red signal for the manufacturers so that Getz does not end up being like Fiats Palio famous as a car for drinking petrol.

Customer Satisfaction Level on the basis of Fuel Efficiency

Customer Satisfaction Level ( in %age terms)

100%

90% 4 80% 4 5 5 5 5 5

70% 60%

4 5 5 5 5

Stability at higher speed Pick up Mileage Fuel Consumption

50% 40% 3 30% 3 3 3 3 3 3

20% 3 3 4 3 3 3 3

10% 0%

Maruti

Toyota

Ford

Tata

Hyundai Honda

Benz

Car's Fuel Efficiency Parameters

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Interpretation:

Segment C cars are known as hybrid car segment between the B segments fuel efficiency with the luxury of the D class. Checking the same it seems that most of the cars in this segment are placed much closed to each other with very little difference here and there. Most of the cars are fuel efficient w.r.t their weights and pick ups. Indigo fares as the best car in terms of fuel efficiency. Baleno fares a little bit behind than its counterparts as far as the stability at high speeds and mileage is concerned.

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Dealer Service Satisfaction Level

Q1. Please rate your Dealer on the understated parameters on the scale of 1 to 5 where

1 Highly Satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly Dissatisfied 1 Distance ( Proximity) Advertisements (Promotions) Technical Facilities Cost of Service Availability of Spares Information Provided Service Time Charges Staff Car Handling ( Delivery & service) 2 3 4 5

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Assured Customer Transactions Ambience of Service Center Finance ( Credit) Schemes

Dealers are the middle men between a car manufacturer and its customers. Dealer thus becomes the most important link in joining the company to its customers as he is the person who will sell the product, will deliver it and will keep on providing the after sales services to the customers as and when required. So, it becomes necessary automatically to study dealer as a part of customers satisfaction journey with the product called car! Why toyota fares so well ahead of its competitors till date and its the largest car company in India with the largest market share in A and B segment is because during the protected regime it build a dealers network so strong that its yet very difficult for most of the competitors to set up a network as large as toyota. So wherever you go its not difficult to find a toyota service station and a toyota dealer. This is how toyota has maintained relationships with its customers and has been able to convert most of them into a repeat customer. So, dealer network is something of such importance that while studying the customers satisfaction profile its almost impossible to ignore it.

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Customer Satisfaction Level ( in %age terms)

Customer Satisfaction Level on the Basis of Dealers

100% 90% 4 80% 1 70% 2 60% 50% 40% 30% 20% 10% 0%
st s of Se rv i In ce ty fo of rm Sp at ar io es n Pr ov id Se ed rv ic eT Ca im rH e an Ch dl a rg in As g( es su De re liv d St er Cu af y& st f o se m Am er rv bi ic Tr en e an ) ce sa of Fi ct Se na io ns rv nc ic e( eC Cr en ed te it ) r Sc he m es ) ity ) xi m Fa ci li io ns tie

3 5

2 4 3 4 4 4 4

2 4 5 4 5 4 Hyundai General Motors Tata Motors Maruti Suzuki

4 4 4 4 4 4

4 5 4

5 4

4 4

Pr o

(P ro

nc e(

ic al

m ot

em en ts

st a

Te

Ad

ve rt is

Di

Dealers releated parameters for diff Manufacturers

Interpretation:

While buying a car, dealers choice play a very important role in deciding the company and models choice. So dealers act as influencers on the complete buying behavior of the prospective customers. Among all the listed factors Maruti fares the best among all its counter parts in terms of dealer density which is quite obvious. Also, the cost of service provided by toyota dealers is the lowest followed by Tata Motors. Similarly, for B and C segment cars Maruti emerges out as the clear winner among the four car companies studied all thanks to the vast, extensive and well managed dealer system. Q2. How do you rate the brand image of your car?

1 Very Low

Av

ai

la bi li

ch n

Co

4 Very High

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Brand Image
6

Customer Perception ( Avg)

Series1

5
2

4 3

4 3 3

Maruti

Toyota

Ford

Tata

Hyundai Honda

Benz

Car Brands

Interpretation:

As per the analysis, Hyundai, is the car whose brand image is most preferred in the market. This is because of the reason, that its from the house of Hyundai a South Korean company known for its overall image. On the contrary Maruti Estilo and Aveo share the same platform on the brand image. This can be attributed to the fact that both these cars are relatively new on the block and market takes time to imbibe and give the brand an image. This is established by the fact that Marutis Wagon R and Swift are exactly the same as far as the image is concerned.

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Customer Perception of Different Cars

6

Customer Perception ( Avg)

Series1

5
2

4 3

4 3

Maruti

Toyota

Ford

Tata

Hyundai Honda

Benz

Car Brands

Interpretation:

As the analysis reveals GMs Optra fares as the Best Car as far as customers perception is concerned about the brand image of the car in the C segment. This is because of the fact that GM itself commands an amazing brand image among its customers. Accent and Verna both Hyundai cars share the same position.

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Q3. Will you recommend your car to your friends?

Yes No
Customer's Ultimate Perception
80

73
70

60

50

Frequency

40

30

27

20

10

Yes

No

Customer Action ( Will you recommend your car to your friends?)

Interpretation:

It seems logical that satisfied customers will someday become loyal customers, in other words there is a positive correlation between customer satisfaction scores and customer buying behavior. If a customer rates the car very high in satisfying his or her needs, the car manufacturer should expect more referrals and this is reflected in the analysis that 73% customers say that they will refer their car to their friends even if they move to other segment or other brand.

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Q4. Will you buy your new car in the

Same segment , same manufacturer Same segment, different manufacturer Upper segment, same manufacturer Upper segment, different manufacturer
Customer Perception
40

35

30

12

25

Values

20

C B

15

7 23

10 17 5 11 17

Same Segment, Same Segment, Upper same different Segment, Same manufacturer manufacturers Manufacturer Customer Actions

Upper Segment, Different Manufacturer

Interpretation:

The analysis shows that most people when moving to upper segment will prefer a different manufacturer. And the next striking finding is that the customers will prefer both same and different manufacturers in the B segment cars and there is not much difference in the C segment also. This behavior is complex to understand as this are the customers who have given whopping response for recommending their car to their friends. Its the reason why brand perception is so difficult to understand.

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age group <21 21-35 36-55 >55

17

20

21 41

I surveyed around 100 people who belonged to various age groups. The survey of 4 age groups was done. The four age groups were: Less than 21 years 21 -35 years 36-54 years More than 55 years

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monthly family income <50,000 50,001-1,00,000 1,00,001-2,00,000 >2,00,001

19 33

19

28

I surveyed around 200 people who belonged to various monthly family income groups. The survey of 4 income groups was done. The four income groups were: Less than 50000 50000 - 1,00,000 1,00,001 2,00,000 More than 2,00,001

Interpretation:

Above graphs exhibits the income bracket of the sample size, as evident the majority of the sample is in the income bracket of < 50,000 a month income. Though none of the bracket is highly skewed, this enables the study to be wide and not dependent on a set income class, which was a fortunately desirable result of simple random sampling 83 | P a g e

Cross Tabulation

1. Motive to buy the car*segment car B and C

Bar Chart

20

segment Car B Estilo Wagon R Swift

15

Santro Getz Indica V2 Aveo

Count

10

Esteem Baleno Accent Verna

Indigo Marine Indigo Optra

0
te Af

According to the result, I found that choice of car depends upon these following factors: So the choice of car is not driven only by intensive factors such as brand perception but is hugely influenced by extensive factors such as price, service, and models available, financing options etc. also the choice of the car is largely influenced by the manufacture image. This is why Maruti is perceived as a value for money car and Getz emerges out as a winner in the B segment for this criteria. As Getz is from the house of Hyundai known for its technology and great design is far better perceived as a preferred car than other cars. But a word of caution here, this perception may or may not result in a converted sale. 84 | P a g e

le ab rd fo Af

e lu va

respondant's objective buying a car brand

o iti n

l ca ni ch Te

ty fe Sa

C om rt fo

uf an m r's re tu ac

rs

ey on rm fo

es al

y rit rio pe Su

es ic pr

r se ce vi

e ag im

er ov t pe m co

Interpretation:

1. Recommend the car to your friend*ranking of Brand and company

Bar Chart

40

respondants' ranking of brand and company image Very Low Low Neutral High Very High

30

Count

20

10

0 yes no

Would you recommend your car to your friends

Interpretation:

The graph shows that people who rank their car high or very high on the brand image are the people who recommend their car to their friend. This is something the car companies should look for as these people may not be the brand loyal but are definitely the people who help a company to reinforce the brand image propagated by the company.

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1. ranking of Brand and Image*Segment B and C car

Bar Chart

10

segment Car B and C Estilo Wagon R

Swift Santro Getz Indica V2

Count

Aveo Esteem Baleno Accent

Verna Indigo Marine Indigo Optra

0 Very Low Low Neutral High Very High

respondants' ranking of brand and company image

Interpretation:

This graph shows that how brand image is useful in making the choice of a car especially in the B and C segment. So, Santro is the car whose brand image is on the top and its the most preferred car.
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Conclusion

To conclude, the results show that the companies are playing on the peripheral cues to maintain their Total Relationship Management and connect to the customers both present and potential. The companies are operating in a highly aggressive and competitive global market place and this climate has led to the emphasis on quality in all aspects. TQM focuses on integration and coordination as well as the continuous improvement of all activities and processes. Total Relationship Management (TRM) is a very recent marketing strategy and philosophy. It focuses on and is concerned with all integrated internal and external activities within and between the organizations. These two terms are integrated by the manufacturers by building good quality products and building good relationship with dealers and enhancing service levels.

However, when studied from the point of view of a customer there seems to be no major difference among the car brands in a segment as far as performance is concerned. The brand perception is dependant mostly on the peripheral cues depending upon the nature and quality of the service provided along with the pricing, maintenance, availability of spare parts and related issues. So, a question arises here that is this the end of road for the branding of cars? Has the commoditization of cars has started and its time that manufacturers must read the writing on the wall? It seems so! It seems as an undercurrent sentiment is flowing and the perception of the customers is changing according to it. So this might be the reason that despite Verna faring so high on the performance parameters still lags on the account of converted sales.

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The study shows that brand perception is something which starts building up before a car is purchased and goes on with its use and is reflected in the recommendations the customer makes to his acquaintances for the same car. Also, its seen that the customer might not be using the car still he holds the perceptions about it. Brand personality of a car is enforced by the sellers in the mindsets of the customers and the customers react to it by forming their perceptions about the car and this reflects in the overall brand image of the car. So brand image and brand personality complement each other and the brand perception aids the building of brand image.

Dealers, as per the study findings, play a very important role in building up the brand perception of the cars. Since dealers are the connecting link between the customers and the manufacturers thus becoming the most important link in joining the company to its customers as he is the person who will sell the product, will deliver it and will keep on providing the after sales services to the customers as and when required.

So, it becomes necessary automatically to study dealer as a part of customers satisfaction journey with the product called car! Their proximity to the customers, the service provided by them and the relationship maintained by them with the customers helps the car companies to establish and reinstate the brand personality communicated by them to the customers.

Finally the major point that emerges out of this detailed study is a caution for the car companies. It says that there is no doubt that Indian car market may be growing with a double digit figure still the car companies have a long way to travel to convince their customers about the brand personality of their cars and how it suits the prospective buyers. Simply because it simply is not a guarantee that how so ever good the customer might be holding the brand perception and how so ever good the brand image may be it is not a guarantee that it will convert into sale. Cars just like clothes and accessories suit the style and persona of a person and since all
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cars will become commodity someday the key to sell and excel in the market will lie with a person who knows how to use the perceptions of the customers to its use and sell the cars coz ultimately only that car survives which sells!

Scope of future study

As the report mentions there are clue in the market that the cars are on a path of becoming commodities just like the fate awaits for any other consumer goods. So what can be the role and scope of brands and their personality in the changes scenario to establish the brand perception of any car in the mind set of a customer present or potential can be one area of study?

On the close lines, another area of study can be the importance of advertisements and promotion schemes on the brand image of any car brand? Are the brands which advertise more have a positively high brand perception or its the sales promotion schemes which create the ripples in the mindset of the customers.

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SUGGESTIONS AND RECOMMENDATIONS

1. One of the major reasons for which Toyota is known for is their operational efficiency. To show this operational efficiency, Toyota should try to put up a slide show and display on the LCDs in the dealership showroom. 2. Another way of gaining customer loyalty is to arrange for the service camps, in which the owner can get their cars serviced while having a family time together. In this case if a dealer organizes a service camp and in parallel arrange for some small fun fare for their children, then it will also create a better brand image of the dealer in front of the customer. This will lead to word of mouth publicity for Toyota as well as the dealership showroom. 3. The Toyota caravan is already on the move in the southern part of Indian. So in this case also, the organizational efficiency of Toyota can be displayed to people visiting these caravans. 4. One of the major issues for the outstation customers is the servicing issue. So in this case the sales person related to the concerned dealership showroom will take their orders for servicing and dealer can arrange for a servicing on the wheels for the outstation customer in a fortnight or a month. 5. Radha Krishna Toyota has to implement good customer relationship management strategy that enhances customer satisfaction level. 6. The company can for the undertake R&D to improve the existing feature which field help increase in the customer satisfaction. 7. The company should promote about the entire feature offered by it. 8. As majority of the customer give opinion that they are satisfied is the factor, services and design of the product of the company should taken not only maintain the existing standard but also enhance them.

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LIMITATIONS
Taking the market conditions into consideration the survey, this includes a sample of 100, was a respective one. 1. Due to the limitation of span of time and limited resources survey was conducted for a period of 8 weeks. 2. The geographic region covered for the survey was limited to the boundaries of Hyderabad City, Nizamabad, Kazipet/Warangal 3. Improper response from customers and buyers, but it was minimal.The survey was conducted at the residential localities and the person who owns the Toyota. 4. Minimal possible bias in administrating the questions at the survey conducted areas. 5. The reaction and attitude are subjected to changes according to the needs and time. 6. Some locations in the Hyderabad city were very difficult to find out, so to cover those areas I took telephonic interview. 7. Especially in telephone, customers were not responding properly. But it was minimal.

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REFERENCES
Books Philip Kotler 12th edition Marketing Management Websites www. toyotabharat.com www.automobile.com www.toyota.com www.google.com www.toyota .com www.yahoo.com www.domain-b.com www.wikipedia.com

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APPENDIX
Questionnaire

For Customers:

Q1. Why you bought your present car? Please rank from the highest order of preference

1. Increase in disposable income 2. Better safety at roads 3. Family needs 4. Increase in family size 5. Suits your lifestyle and personality

Q2. You decided to buy a car brand because of (rate best 3 factors from 1 to 3 in order of your preference) 1. Affordable price 2. Technical superiority over competition 3. Comfort 4. Manufacturers image 5. Value for money 6. Safety 7. After sale services

Product Satisfaction Level 93 | P a g e

Q3. Please rate your existing car in terms of understated Interior Design features on a scale of 1 to 5 where

1 Highly Dissatisfied 2 Dissatisfied 3 Neutral 4 Satisfied 5 Highly Satisfied

Interior Type Seats design Leg Room Dash Board Interior Colour Music System Adjustable Front seat Headrest

Q4. Please rate your existing car in terms of understated Safety features on a scale of 1 to 5 94 | P a g e

Safety Parameters Crossbar under Dashboard Air Bags Anti Lock Breaking System Aerodynamic Shape Intensity of front lights

Q5. Please rate your existing car in terms of following parameters

Parameter Fuel Consumption Mileage ( Km/ltr) Pick Up Stability at higher speed Top speed

Dealer Service Satisfaction Level 95 | P a g e

Q1. Please rate your Dealer on the understated parameters on the scale of 1 to 5 where

1 Highly Satisfied 2 Satisfied 3 Neutral 4 Dissatisfied 5 Highly Dissatisfied

1 Distance ( Proximity) Advertisements (Promotions) Technical Facilities Cost of Service Availability of Spares Information Provided Service Time Charges Staff

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Car Handling ( Delivery & service) Assured Customer Transactions Ambience of Service Center Finance ( Credit) Schemes

Q2. How do you rate the brand image of your car?

1 Very Low

4 Very High

Q3. Will you recommend your car to your friends?

Yes No

Q4. If yes, will you buy your new car in the

97 | P a g e

Same segment , same manufacturer Same segment, different manufacturer Upper segment, same manufacturer Upper segment, different manufacturer

Age group:

<21 36-55

21-35 >55

What is your monthly Family income? Less than 50000 Rs 50,000 Rs 1, 00,000 Rs 1, 00,001 Rs 2, 00,000 More than Rs 2, 00,001

Number of cars owned:

Present Car (s) owned:

NAME:

SEX:

Phone NO:

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