EXECUTIVE SUMMARY

1

Executive summary

With a view to find out customer behavior and their preferences and there satisfaction

level the survey was conducted. Our survey was customer survey .This survey was conducted

to know customer behavior, preferences and their satisfaction level regarding school buses.

For the survey the total sample size selected 100 out of 500 populations on the basis of expert

judgment sampling method.

For the data collection, I have used expert judgment method. I have taken the reference

of my official guide. I was given the data by sales manager. I had visited them personally and

collect information from them.

Research instrument was questionnaire and approach method was a personal interview.

Secondary data were collected directly from the literature available in library and from internet.

A TATA motor is the largest company in the TATA GROUP with the total income of

US $ 3.98 BILLION. In the year1004-1005.More then 3 MILLION TATA vehicles play on

Indian roads making TATA a dominating force in Indian automobile industry. TATA

MOTORS is India’s only fully integrated automobile manufacturer with a portfolio that covers

trucks, buses, utility vehicles and passenger cars.

Tata Motors, the first company from India's engineering sector to be listed in the New

York Stock Exchange (September 1004), has also emerged as a global automotive company. In

1004, it acquired the Daewoo Commercial Vehicles Company, Korea's second largest truck

maker.

2

RESEARCH DESIGN

3

RESEARCH DESIGN

Planning the research design

Design is an outcome of sufficient planning and analysis and hence it facilitate the research

making in efficient way of yielding maximum information with relative gravity for collect ion

of relevance evidence and that to with minimum man power and monitoring expenditure .

Research design includes the following

A) To determine the research approach to be considered.

B) To design the sample plan.

C) To determine the sample size.

D) To determine which research instrument to use.

E) The contact method to be used.

4

INTRODUCTION

Established in 1945 TATA MOTOS enter in to collaboration with Daimler Benz of Germany in

1954 to manufacturer commercial vehicles. The collaboration ended in 1969, TATA MOTORS

has since growth from strength to strength.

The company ha spread its manufacturing facilities across India by setting up

plants at Jamshedpur , Pune and Luckhnow. This is coupled with nation wide sales,

services and spare parts network .The Company enjoys a significant demand in export

market like Europe, Australia, South East Asia, Middle East Africa. The company

vehicles are seen in all the countries.

Tata Motors is the largest company in the Tata group with a total income of US

$ 3.98 billion in the year 1004-05. More than 3 million Tata vehicles ply on Indian

roads making Tata a dominating force in the Indian automobile industry. Tata Motors is

India's only fully integrated automobile manufacturer with a portfolio that covers trucks,

buses, utility vehicles and passenger cars.

5

Tata Motors has the unique distinction of giving India its first and only

indigenously built passenger car - Tata Indica .The Indica launched in 1998 reached the

2, 50,000 sales mark within 52 months of launch.

Tata Motors Engineering Research Center has over 900 scientists and engineers

dedicated to product and process development, technology up gradation and new

product introduction. Besides the works with leading international design and styling

houses .

Tata Motors Limited was formerly known as Tata Engineering & Locomotive

Company Limited (TELCO) and is India's only fully integrated automobile

manufacturer with a Portfolio that covers trucks, buses, utility vehicles and passenger

cars. The company also has a nationwide sales, service and spare parts network. Tata

Motors has three main business segments: automotive, others and research and

development. The automotive segment includes the business of automotive products

consisting of all types of commercial and passenger vehicles. The other segment

includes construction equipment, engineering solutions, automotive components and

software operations of subsidiaries. The group also manufactures spare parts for

vehicles, marine engines, and undertakes casting and forging. The company has spread

its manufacturing facilities across India by setting up plants at Jamshedpur, Pune and

Lucknow. The research and development segment constitutes of the Research Center

and the Engineering Research Center. The Research Center at Jamshedpur regularly

upgrades components and aggregates. A well- equipped torture track enables rigorous

and exhaustive testing of modifications before they are used as regular fitments. The

Engineering Research Center in Pune was setup in 1966. An Indu in Pune was setup in

1966. An Industrial Concern - 1000, has honored it with two prestigious awards – The

DSIR National Award for R&D Effort in Industry - 1999 and National Award for

Successful Commercialization of Indigenous Technology.

TATA motors work culture plays a important role in diverting the skilled

workforce towards it. While TATA Motor is preparing itself rigorously into the

6

passenger car market, the company is striving to learn and adopt world's best practices

to become a global player in automobile sector.

All the divisions of TATA Motors have been certified for ISO 9001 or 9002,

thereby achieving quality procedure and work methods. TATA Motors follow 5S

Systems. There are 5 steps to shape up the work place viz;

a) Sort

b) Simplify

c) Scrub

d) Standardize

e) Self-discipline

The Kaizen Mission: The goal of this mission is to achieve significant,

continuous improvement in performance through elimination of all waste of time and

resource in the operation. There are seven categories of wastage’s:

a) Over-production

b) Inventories

c) Defective products (Scrap, Rework, etc.)

d) Waiting time, down time, setup time, etc,

e) Adjustment time

f) Unnecessary motion and movement

g) Oil, Air, Coolant loss and tool breakage, during process

h) Transportation, Coverage

Lastly, the present work-practices and procedures are been reviewed, questioned and

analyzed in the exercise being done by the Top Gear Team in co-operation with all

7

divisions. In the efforts of information and learning the worlds best practice, TATA

Motors has retained MIS, with Anderson as their consultants to achieve their excellence

in every field of activity so as to produce quality vehicles.

With the introduction of Tata ACE, Tata Motors has entered the only left market

of small tempo segment for the purpose of carrying the load up to 1.5 tones.

8

STATEMENT OF THE PROBLEM

Problem definition is one of the most important parts of the study. It is very important

to properly define the problem. If the problem is properly defined then it will provide proper

guide line for the further study. The properly defined problem will direct the surveyor on the

proper path. And it is truly said that a properly defined problem is a half solve.

Here, the problem is to find out “CONSUMER BUYING BEHAVIOUR TOWARD

TATA STAR SCHOOL BUS “in PUNE city for that it is important to understand what is

CONSUMER BEHAVIOUR. A consumer behavior can be said as the attitude of consumer

toward the product, what they think about it, what are the features that attract the consumer,

what is the image of the product in the mind of consumers whether they are satisfied with the

product and after sales services etc .this are the main aspect which we study under this subject.

In this case, the topic is to know the “consumer buying behavior towards TATA

STAR SCHOOL BUS. The basic problem is to know what the behavior of the customer is at

present towards the TATA STAR SCHOOL BUS. What people think about it? The main

problem is to know how many schools are interested in purchasing the TATA STAR

SCHOOL BUS.

9

OBJECTIVES OF THE STUDY

(1) Primary Objective

To analyze the customer buying behavior regarding School Buses.

To know the customer's preferences regarding School Bus.

(2) Secondary Objective

To know the customer's satisfaction level regarding School Bus..

To find out attributes preferred by the customer while purchase.

To know future planning of the customer.

10

SCOPE OF THE STUDY:

SCOPE:

1. To get information regarding the current market share of the company.

2. To get the detail about product position in the mind of the consumer.

3. To get the detail about the competitors share in the market.

11

LIMITATION:

There is no activity without limitations, the main Limitation has faced during

project research are as follows:-

The research has been carried on time span of two months.

Transportation

Rainy Season

Vacation is going on schools

12

RESEARCH METHODOLOGY

Marketing research is a systematic design, collection, analysis & reporting of Data and

findings relevant to specific market situation facing the company.

My research process is as follows.

(1)DEFINES THE PROBLEM AND RESEARCH OBJECTIVES

The objective of the study conducted was to analyze the Buying behavior regarding

Buses. Secondary objective of customer survey was to know the attributes prefer by the

customer while purchasing a Buses .My other objective to find out their satisfaction

level and to study the customer preferences regarding buses.

(2)DEVELOPING RESEARCH PLAN

The second stage of marketing research calls for developing a most efficient plan for

gathering needed information. Designing a research plan calls for taking decision on

data sources research, approach, research instrument, sampling plan and contact

methods.

DATA Sources

There are two types of methods used in data collection i.e. secondary data & primary

data.

Primary data

Those data which are collected at first hand by the researcher especially for the

purpose of the study ,are known as primary Data .The data is collected directly from

the person in sample population. In this project research the collection of data is directly

interviewing customer. In the collection of the primary data, I have used survey method

and use the questionnaire methods.

13

There are mainly two methods for the collection of the primary data which are

given below,

Observational Method

Survey Method

Observation method:-

In The observation method, it requires the observer. The observer will keenly

observe the person at the time of the interview & record his behavior accurately. it is

also one of The important method for The collection of The data but it requires good &

experienced observer who can observer The behavior of The respondent properly and

record it with great accuracy.

Survey method:-

It is most popular method for the collection of necessary data from the

respondents. I have used survey method for the collection of the necessary data.

Different types of the survey are given below,

Personal interview.

Telephonic survey.

Mail questionnaires.

Personal interview:-

In The personal interview, the interviewer will personally meet the

respondent and will take is interview. The interviewer will ask question in face to face

direction to the respondents or group of respondents.

14

Telephonic survey:-

In The telephonic interview, the interviewer will make call to

respondents, inform the respondents about the purpose of the call and then he will ask

the related questions to the respondents. This method is used, when the information to

be collected is limited. It is mostly used when information to be collected is limited.

Mail questionnaire:-

In The mail questioner the interviewer will mail the questionnaire to

the respondents and inform them about the purpose of the survey. also the time limit for

The questionnaire is specified in The mail this method is used when The area to be

covered are large and The survey has to be conducted in The specific limit.

In my survey, I have used the personal interview to know customer buying behavior of

the respondents towards the TATA STAR SCHOOL BUS. I have visited respondents

personal.

Secondary data

Any data which had been gather earlier for other purpose, are secondary data in

hand of marketing research. These data has been collected from company dealer,

Like Dealer profile ,industrial profile , company profile are collected from the

internet.

The secondary data are collected from the magazines, internet and

web sites. Different web sites like WWW.TATAMOTORS.COM and GOOGLE

search engine help in collecting The detailed information.

15

RESEARCH APPROACH

Out of 4 ways of research approaches i.e.

1. Observation research.

2. Survey Research

3. Focus Group research

4. Experimental research.

In this project the approach used was survey approach because the main objective of our

survey was to find out the customer behavior and have an idea of there satisfaction level

of customer.

RESEARCH INSTRUMENT

Research instruments can be of two types firstly questionnaire methods and secondly

mechanical instruments. In this survey the research instrument was questionnaire

method.

Sampling Plan

Sampling Unit : Schools

Sampling size : 100

Field Work area : Pune Region

Sampling Procedure:-

The sampling Procedure can be of two types:

1, Probable Sampling

2,Non-probable sampling

In this survey expert Judgments sampling method can be used.

16

Contact Methods:

The method of contacts can be four types

1. Mail Questionnaire2. Personal Interview3. Telephonic Interview.4. Internet

The survey method adopted in our survey is Personal Interview method.

Collection of Information:

The information was collected from customer by personally asking them Question and filling the Questionnaire.

Analyze The Information.

The information available is analyzed in the form of tables, graphs and pie chart.

Presentation of Findings.

Presentation of research in the company was on the basis of findings and suggestions.

17

18

ORGANIZATIONAL PROFILE

19

ORGANIZATIONAL PROFILE

Organization History:-Tata Motors Limited is India's largest automobile company, with revenues of Rs. 24,000 crores

(USD 5.5 billion) in 1005-06. It is the leader by far in commercial vehicles in each segment,

and the second largest in the passenger vehicles market with winning products in the compact,

midsize car and utility vehicle segments. The company is the world's fifth largest medium and

heavy commercial vehicle manufacturer.

The company's 22,000 employees are guided by the vision to be? best in the manner in which

we operate, best in the products we deliver, and best in our value system and ethics.?

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India.

Over 3.5 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The

company's manufacturing base is spread across Jamshedpur, Pune and Luckhnow, supported by

a nation-wide dealership, sales, services and spare parts network comprising about 1,100 touch

points.

Tata Motors, the first company from India's engineering sector to be listed in the New York

Stock Exchange (September 1004), has also emerged as a global automotive company. In 1004,

it acquired the Daewoo Commercial Vehicles Company, Korea's second largest truck maker.

The rechristened Tata Daewoo Commercial Vehicles Company has already begun to launch

new products. In 1005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed

Spanish bus and coach manufacturer, with an option to acquire the remaining stake as well.

Hispano's presence is being expanded in other markets.

These acquisitions will further extend Tata Motors' global footprint, established through

exports since 1961. The company's commercial and passenger vehicles are already being

marketed in several countries in Europe, Africa, the Middle East, Australia, South East Asia

and South Asia. It has assembly operations in Malaysia, Kenya, Bangladesh, Spain, Ukraine,

Russia and Senegal.

20

The foundation of the company's growth over the last 50 years is a deep understanding of

economic stimuli and customer needs, and the ability to translate them into customer-desired

offerings through leading edge R&D.

With 1,400 engineers and scientists, the company's Engineering Research Centre, established in

1966, has enabled pioneering technologies and products. It was Tata Motors, which developed

the first indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle

and, in 1998, the TATA Indica, India's first fully indigenous passenger car. Within two years of

launch, TATA Indica became India's largest selling car in its segment.

The pace of new product development has quickened. In 1005, Tata Motors created a new

segment by launching the Tata Ace, India's first indigenously developed mini-truck. The years

to come will see the introduction of several other innovative vehicles, all rooted in emerging

customer needs. Besides product development, R&D is also focusing on environment-friendly

technologies in emissions and alternative fuels.

Through its subsidiaries, the company is engaged in engineering and automotive solutions,

construction equipment manufacturing, automotive vehicle components manufacturing and

supply chain activities, machine tools and factory automation solutions, high-precision tooling

and plastic and electronic components for automotive and computer applications, and

automotive retailing and service operations.

True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to

Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is

engaged in community and social initiatives on human rights, labour and environment

standards in compliance with the principles of the Global Compact. Simultaneously, it also

plays an active role in community development, serving rural communities adjacent to its

manufacturing locations. With the foundation of its rich heritage, Tata Motors today is etching

a refulgent future.

21

THE DATE THAT MADE THE COMPANY TATA ENGINEERING MILESTONES:

1887- Jamsetji Nusserwanji TATA set up lone textile mill, the first of many

TATA companies that shaped the course of India’s Industrial growth.

1945-TATA Engineering (at that time it is known TELCO) was established, with

the primary objective of manufacturing rail locomotive at Jamshed Pur in Bihar.

1954-TATA Engineering entered into collaboration with Daimler Benz of

Germany to Manufacturer Heavy Commercial Vehicles.

1969-Company terminated its collaboration with Daimler Benz and able to stand

on its own.

1977-Vehicle began rolling out from the Pune Plant.

1986- TATA engineering made its foray into Light Commercial Vehicle market.

1991-The company diversified into passenger cars with the introduction of the

TATA Sierra and TATA Estate.

1992-The third plant was setup at Lukhnow.

1994- The TATA Sumo heralded the company’s entry into the Multy Utility

Vehicle segment. Within the short span of time, the Sumo took over a substantial

share of the market from Mahindra & Mahindra, Bajaj and Maruti.

1994-In this year, the company alson entered in the segment with Daimler Benz

for Manufacturing of Mercedes Benz passenger vehicle and establish a joint

venture with Cummins, USA for manufacturing of high performance of

environmentally friendly diesel vehicle.

1998-A turning for both TATA Engineering and India Automotive history the

TATA Indica , India’s first indigenous small passenger car hits the market .

1000-Indica 1000- the fastest set of wheels in its segment, zoom on to Indian

roads.

1001-The launch of Indica V2 signals phase 2 in the evolution of the Indica. And

the history is also created with sale of 1, 00,000 Indica.

1002-Launch of TATA sedan at auto expo 1002 and the India at the Geneva

Motor Show.

22

ORAGNASTION PERFORMANCE

With more than 50,000 employees and a corporate office in Mumbai, TATA Motors

has crossed an all time high of a turn over of Rs.6637.05 corers in Mumbai in the year 1998-

99 .In addition to the above, TATA Motors is the largest exporter of commercial Vehicles from

India to highly competitive market.

Today TATA has a domestic market share of68% in the MCV/HCV segment ,64% in

the LCV segment and 32 % in the Multi Utility Segment. TATA automobile products also

include passenger vehicle and an extraordinary Multi Utility Vehicle. All these product have

been developed in-house by the company own Research & Development Center.

TATA has been exporting its product since 1969 currently exports about 10 th of its

output .The Company enjoys a significant demand in export market like Europe France,

UK ,Spain, Australia, South East Asia, Middle East Africa. The company vehicles are seen in

all the countries.

TATA’s second line business , construction equipments has also grow rapidly and the

company currently commands a 61% share in the excavator market and 90% in the crawler

cranes market in India. The hydraulically operated construction equipment made by the

company is in collaboration with Hitachi Construction Machinery Limited of Japan . There are

ambitious plants for widening the range of excavator made by the company and for the new

line of construction equipment.

23

ORGANSATIONAL STRUCTURE

MANAGING DIRECTOR

GM-Mktg. + BD VP - OPERN GM - Finance Sr.-Mgr-HR

Product -Mgr. GM- GM-AS Divisional Mgr HR-Executive

Asst. Mgr-BD EXE Sales AS-Mgr Account Team

Sales- Executive Service- Advisor/Team

24

FUTURE PLANS FOR THE TATA MOTORS

Tata Motors has roped in German engineering company, IAV Gmbh ( Ingenieurgesellschaft

Auto und Verkehr), to design and develop its new multi-utility vehicle (MUV) platform. The

new platform may replace Tata Motors' warhorse Sumo which has served the company for over

12 years . Tata Motors' has been talking about its intention to develop a new MUV for over

three years, but there have been very few updates on the status of the project.

In 1003, the company said, it had formed a group to work on the new platform, but said it may

have to pull in external resources to style it. Now with the German design shop on board, the

project may hit the fast track. There is still no words on a possible launch date; industry

watchers say the vehicle should hit the roads before the launch of the Rs one-lakh car in 1007-

08.

IAV GmbH employs over 2,500 people and has been involved in vehicle development for over

23 years. It offers comprehensive development assistance for the entire vehicle as well as the

power trains. "Tata Motors is working on several innovations on its product portfolio.

However, you will appreciate that we cannot share any details on our future launch plans," said

a Tata Motors' spokesperson when contacted.

Tata Motors has sought help from international design houses even in the past. The Idea

Institute of Italy had worked on designing and prototyping the company's maiden passenger car

venture, Indica. Idea also collaborated with the house of Tatas to develop its new concept

vehicle, Cliffrider, which was showcased at this year's Geneva Motor Show.

Over the years, the Sumo has received a few facelifts with the launch of the Tata Sumo Deluxe

in 1996 and more recently the Tata Sumo Victa in 1004. However, it has been unable to keep

up with competition especially from Mahindra & Mahindra's Bolero variants, which is India's

largest selling utility vehicle now.

25

Conceptual Background

26

Conceptual Background

Consumer Buying Behavior Concept

The aim of the marketing is to meet and satisfy

target Consumer’s need and wants. The field of the customer behavior studies how individuals,

groups, and organization select, buy, use and dispose of the goods, services, ideas, or

experiences to satisfy their needs and desires.

Understanding consumer behavior and

knowing customer is not simple; customer may say one thing and do another thing. They may

not be in touch with their deeper motivations.

Also it is very important for any organization

to analyze the opportunity. It is must for organization to convert the challenges in to profitable

opportunity .For analysing marketing opportunities and formulating effective marketing

strategy, an understanding of the relating market is necessary. Since market consists of buyers,

it is the behavior of buyers that central to an understanding of markets. Buyer is the king of the

market. Every organization is aim to satisfy the need of the consumers. So that it is important to

study the Buying Behavior of The customer.

CUSTOMER BUYING PROCESS:-

Let’s see the customer buying process by which it satisfies its need and wants. There are no of

stages are involved into the customer buying process. The stapes involved into the customer

buying process can be explained as below.

27

1. Problem Recognition:-

The buying process starts with the problem recognition or need. The need can rise by internal

or external stimuli. The internal stimuli involve general need of the persons like hunger; thrust

etc. and the person will be motivated to satisfy that need. And the need that will be aroused by

external factors known as external stimuli.

The marketer should try identifying the circumstances that raise the need of the customer. The

marketer should collect the information from the different sources and it can develop marketing

strategies that increase the customer interest.

2. Information Search:-

There are no of sources for collecting information. Once the person will be aroused, he will try

to collect more and more information. Different sources for collecting the information are,

CUSTOMER BUYING PROCESS

Problem Recognition

Information Search

Evaluation of Alternative

Purchase Decision

Post Purchase Behavior.

28

Personal Source - (Family, Friend, Neighbour)

Commercial source - (Advertising, Salesperson, Displays)

Public Source - (Mass Media, Consumer-Rating Organisation)

Experimental Source- (Hoardings, Examining, Using the product)

3. Evaluation of Alternative:-

At this stage the consumer will evaluate the different alternatives available to him.

This is very difficult stage in the buying process.

4. Purchase Decision:-

Now the buyer will take decision weather he should buy the products and

services or not .This is also important step of the buying process.

5. Post purchase Decision:-

After purchasing the goods or services the person will experience some

degree of satisfaction. If the person will be satisfied then he will use the

same product next time and if he will not satisfied then he will not go for

the same.

SUCESSIVE PRODUCTS INVOLVED IN CUSTOMER DECISION MAKING

29

30

ANALYSIS, PRESENTATION &

INTERPRETATION

31

DATA ANALYSIS AND INTERPRETATION

BRAND AWRENESS OF BUSES AND POSITION IN CUSTOMERS MIND

Response:

Sr.No. Company Name Top Of Mind Awareness1 TATA 35 1002 Swaraj Mazda 39 1003 Mitsubhishi Eicher 19 854 DCM Toyata 3 405 Mahindra &Mahindra 3 286 Bajaj 1 15

CHART SHOWING TOP OF MIND & BRAND AWARENESS

Analysis:

Out of 100 respondents 35% recalled TATA as Top of Mind. While 39%of respondents

recalled Swaraj Mazda is Top of Mind and 19% recalled Mitsubhishi is a Top of Mind.

100 of respondents were aware of both TATA and Swaraj Mazda.While 81% was aware about

the Mitsubhishi Eicher. Awareness of DCM Toyata, Mahindra & Mahindra and Bajaj are 40%.

32

MARKET SHARES OF THE DIFFERENT COMPANIES

Response:

.Sr.No. Company Number Percentage1 TATA 15 30%2 Swaraj Mazda 20 40%3 Mitsubhish Eicher 10 20%4 DCM Toyata 1 2%5 Mahindra & Mahindra 3 6%6 Bajaj 1 2%

CHART SHOWING MARKET SHARE OF EACH COMPANY

Analysis:

Out of 100 respondents 30% of the respondents own TATA school Buses, and 40% of

respondents owns Swaraj Mazda Buses, While 20% of Respondents own Mitsubhishi Eicher

school Buses. And 2%, 6%, 2% of the respondents own DCM Toyata, Mahindra & Mahindra,

Bajaj respectively.

CUSTOMER PREFERENCE OF SIZE OF SCHOOL BUS

Response:-.

33

Sr.No. Company 18(Seater) Buses

32(seater)Buses Total

1 TATA 41 70 1112 Swaraj Mazda 22 98 1203 Eicher 0 51 514 DCM Toyata 0 6 65 Mahindra &M 0 9 96 Bajaj 0 3 3

TOTAL 63 237 300

.

CHART SHOWING SMALL & MEDIUM SCHOOL BUSES OF EACH COMPANY:

Analysis:

Out of 300 Buses 21% are small Buses (18 seater) and 79 % are medium Buses (32 seater).Tata

alone compromises 65% in Small School Buses segment and 29.53 % on medium (32 seater)

school Buses segment. Mazda compromises only 35% on Small school Buses segment but in

medium buses (32 seater) segment it captures 41.35%. Eicher compromises 21.5% on (32

seater) segment. DCM Toyata, Mahindra & Mahindra and Bajaj are compromises with 1.2%,

1.7% and 1.5% respectively

34

INFLUENCER WHILE PURCHASIN THE BUS

Response:-

Sr.No. Influencer Number Percentage1 Your Self 68 342 Your Family 26 133 Co.Sales Person 38 194 Staff 52 275 Others 14 7

CHART SHOWING PERSON INFLUENCING WHILE PURCHASING A SCHOOL BUSES

0

10

20

30

40

50

60

70

80

Your Self YourFamily

Co.SalesPerson

Staff Others

Name of influencer

No

.of

pers

on

Numbers

Analysis

Out of 100 Respondents 34% were self motivated to buy a school buses and 27% of

respondents are influenced by a Staff members, 19% of respondents were influenced by

company Sales persons, and 13 % are form Relatives and 7% from Others.

35

MODE OF FINANCING OF BUS

Response:-.

Sr.No. Mode of finance Number Percentage1. Self Finance 30 152 Company finance 94 473 Bank Finance 42 214. Co-operative Finance 34 17

CHART SHOWING THE MODE OF FINANCE

Self Finance15%

Company finance

47%

Bank Finance21%

Co-operative Finance

17%

Self Finance Company finance Bank Finance Co-operative Finance

Analysis:

Out of 100 respondents 15% were purchase Buses by self Finance.47% of respondents were

purchase by mode of company Finance .21% of respondents were purchase by mode bank

finance. While 17% were using co-operative finance.

36

IMPORTANT FEATURES WHILE PURCHASING THE SCHOOL BUS

Response:

Sr.No. Features Percent Rank1 Maintenance 83% 12 Fuel Economy 81% 23 Safety Features 80% 34 Air Breaking 70% 45 Oil Consumption 65% 56 Looks & Design 40% 67 PUC Norms 35% 7

CHART SHOWING FACTORS INFLUENCING WHILE PURCHASING

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Mntc Fuel safety Break Oil Looks &Design

PUC

Name of influencing Factors

Pre

fere

nces o

f C

usto

mers

Percentage

Analysis:

Out of 100 respondents 83% of them give 1st rank to Maintenance as a influencing factors. 81%

of them given rank 2nd to Fuel Economy & 80% of them gave rank 3rd to the Safety Features of

Buses while purchasing school Buses. Air Breaking, Oil Consumption, Look’s & Design, PUC

Norms get rank 4th, 5th, 6th & 7th respectively.

37

PREFRENCE OF SERVICING THE BUS

Response

Sr.No. Service Station Number Percentage1 Own Garage 20 102 Authorized dealer 144 723 Local Garage 36 18

CHART SHOWING PREFRENCE OF SERVICING THE BUS

0

20

40

60

80

100

120

140

160

Own Garage Authorized dealer Local Garage

Name of service station

No

. an

d %

of

cu

sto

me

rs

Number

Percent

Analysis:

Out of 100 Respondents 10 % of respondents have their own Garage, and 72% of respondents

were taken services their Buses from Authorized Dealer. 18% of respondents prefer service

their Buses from a local Garage.

38

WARRANTY PROVIDED BY DEALERS

.

Response:

CHART SHOWING CUSTOMER REACTION ABOUT WARRANTY

0

10

20

30

40

50

60

70

80

Tata Mazda Eicher M&M DCM Bajaj

Brand name

+ &

- re

spon

se a

bout

war

rant

y

+ response

- response

Analysis:

Out of 100 respondents 58 respondents says that they are provided warranty by Dealer only on

a genuine part and 142 respondents says that they are not provided any warranty by Dealer.

Out of 58 respondents those who are provided warranties 34 are from Telco. Out of 142%

respondents who negatively answered, 76 are of Tata.

Results Tata Mazda Eicher M&M DCM Bajaj TotalYes 34 6 8 2 4 4 58No 76 32 24 6 2 2 14

Total 140 18 22 8 6 6 100

39

SATISFACTION WITH SERVICES PROVIDE BY THE DEALER

Response:-

Company High Satisfied Satisfied Low Satisfied UnsatisfiedTATA 14 30 18 17Swaraj 10 18 20 19Eicher 2 10 14 10M & M 0 1 4 3DCM Toyata 0 2 3 0Bajaj 0 1 1 3Total 26 62 60 52

CHART SHOWING SATISFACTION LEVEL OF CUSTOMERS

Analysis:

Out of 100 respondents 26% respondents are not satisfied with Dealer services where 17 from

TATA 19 Swaraj and 10 are from Eicher. And 30% of respondents are Low Satisfied with

Dealer services, out of which TATA customer are 18 and 20 are Swaraj and 14 are Eicher.

Mahindra & Mahindra, DCM and Bajaj contains 4, 3, 1 respectively.31% of them are satisfied

with Dealer services where Tata customer are 30 and Swaraj 18 and 10 from Eicher and M&M,

DCM, Bajaj are compromises with 1, 2, 1 respectively.Only 13 % were highly satisfied with

Dealer services out of which 14 are from Tata and 10 are from Swaraj and Eicher is

compromises with 2 customer.

40

MAJOR CHANGES TO IMPROVE THE SALES

Response:-

Sr. No. Suggestion Numbers Percentage1. Reduce the price 88 442. Improve Dealer Services 80 403. Improve Looks and Design 32 16

CHART SHOWING SUGGESTION TO IMPROVE SALES

Reduce the price, 88

Improve Dealer Services, 80

Improve Looks and Desigm, 32

Reduce the price Improve Dealer Services Improve Looks and Desigm

Analysis:

Out of 100 respondents 44% of them wants that Dealer must reduce the price of Buses .40 %

wants better service from the Dealer and only 16 % wants improvement in Looks & Design of

School Buses

41

FUTURE PLANNING FOR BUYING ANOTHER SCHOOL BUS

Response:

.

CHART SHOWING THE FUTURE PLANN OF CUSTOMER

0

5

10

15

20

25

30

35

40

TATA Sw araj Eicher Mahindra &Mahindra

DCM Toyata Bajaj

Brand Name

No

. of

Bu

ses

Number

Analysis:

Out of 100 customers 79 of them are planned to buy another School Buses in future. Out of

which 34 customers want to buy Tata School Buses. 26 customers want to buy Sawraj Mazda

School Buses.14 of them wants Eicher School Buses,3 of them wants Mahindra & Mahindra

and 2 of them were Bajaj Customer

Sr.No. Company Numbers1 TATA 342 Swaraj 263 Eicher 144 Mahindra & Mahindra 35 DCM Toyata 06. Bajaj 2

42

FINDINGS, SUGGESTIONS & CONCLUSIONS

43

FINDINGS

Awareness of TATA Star school bus and Swaraj Mazda school bus is good in Pune region. School administrations are very much aware about the both company Vehicles products.

In school bus segments the market share of Swaraj Mazda is high then Tata School bus in Pune city.

Demand of the medium buses (32 seaters) is very high and small buses (18 seaters) demand is comparatively very low.

The mode of finance prefer by customers is company finance. The company providing various promotional schemes related to financing of school bus.

The maximum numbers of customer are seeking for maintenance, fuel economy and safety features while purchasing the school bus.

The maximum numbers of customers prefer for servicing their buses from company authorized dealers service centers.

TATA customers are highly satisfied regarding the services provided by the Authorized Dealer

Maintenance of TATA school bus is very low as compare the other companies’ bus.

44

SUGGESTION

Company should try to increase its service station to maximize satisfaction level.

Company should try to improve the performance of the buses. So that it takes less

cost to maintain the vehicle.

It is usually found the delivery of the product is not done on the time and customer

has to wait for few days more. And only due to that the prompt customer switches

to other brands.

TATA motors have launched the Star bus in new version, so need of more

demonstration. Because still there are so many people are not aware about Star

school bus.

The Company/Dealer should increase marketing executive to follow up the

customer and also for the future customer.

The dealer must properly aware its customer about warrantee provided by the

company.

45

CONCLUSION

The TATA STAR SCHOOL BUS has started a new trend in field of school services. It

generally found that transportation vehicles for the children are the crucial one and also having

its own importance as it requires safety and comfort To the children .TATA STARSCHOOL

BUS has established standard in the given field as TATA is one of the well known company,

TATA STAR SCHOOL BUS are accepted by the customers. From the survey conducted

following conclusion have been come out.

TATA MOTORS is very well known among the customers but from the analysis, I find that

competitors products are highly used by the customers and they are ready to give second rank

to the TATA STAR SCHOOL BUS .During my study, I found that medium school buses (32

seater) is having highest sell rather than small size buses and large size buses. SWARAJ

MAZDA is having highest market shares in school bus segment then any others. The price of

TATA’s products is higher then other company’s products so the price conscious customers

may not go for TATA’s product. It is also found that TATA MOTORS is not effective in

advertisement of its school buses and many people are having lack of knowledge regarding

TATA STAR SCHOOL BUS.

During my research I find that maintenance is the most influencing factors among

customers while fuel economy and safety features also influenced customers to buy the

products. According to my research most of the respondents are not satisfied with the warranty

provided by the dealers as they prove inefficient in such services. Most of the respondents want

company to reduce the prices of the TATA STAR SCHOOL BUS. While very few customers

are not satisfied with the Looks & Design of school Buses. From the overall research, I have

found that among the current users ,40% users again wants to purchase the buses, among them

43% users wants to purchase TATA STAR SCHOOL BUS.

46

BIBLIOGRAPHY

47

BIBLIOGRAPHY

PHILIP KOTLER (11th Edition)

Marketing Management

C.R. KOTHARI (2nd Edition)

Research Methodology

SUJA NAIRE

CONSUMER BEHAVIOUR

COMPANY WEBSITES:-

www.tatamotors.com

www.swarajmazda.com

www.google.com

48

ANNEXURE

49

ANNEXURE

QUESTIONNAIRE:

GENERAL INFORMATION

Name of school :-

Name of person:

Address:-

City _______________ Pin code: - _______________

Phone :- (0) _______________ Mobile: - ________________

CUSTOMER INFORMATION :-

1) How many students are studying in your school? …………….

Below 100 101 to 100 201 to 400

401 to 600 601 and above.

2) How students are coming to your school...

By bus by auto rickshaw

By own vehicle with their parents

3) Are you maintaining the bus? ……………………..

Yes No

50

4) If yes then what is the fleet of buses? ……………..

Below 5 6 to 10 11 to 15

16 to 20 20 and above

5) Which seater of buses do you have?............. 18 seater’s 32 seaters

6) What is the average distance trip per day? ……………..

Below 40 41 to 60 61 to 80

81 to 100 101 and above

7) Which company’s name come in mind on listening the word school bus?............

Tata Motors Swaraj Mazda Eicher

Mahindra DCM Toyata Others

8) Who is decision maker for purchasing school bus? ……………..

Yourself Management

Group of Trustee Others

9) Who influenced you while purchasing a Bus?

Yourself Family Others

Co. Sales Person Staff

10) Which company’s school bus do you own? ……

51

Tata Motors Eicher Swaraj Mazda

Mahindra Ashok Leyland Other

11) What is the mode finance to your school bus?...........

Self-Finance Company Finance

Bank Finance Other

12) Rank the importance of following features while purchasing school bus?...........

Safety features Fuel economy Maintenance

Overall look & design seating capacity Oil consumption

13) Does the Dealer provide any warrantee?..........

Yes No

14) Are you satisfied with the services provided by the Dealer’s?......

Highly satisfied Satisfied

Low satisfied Un Satisfied

15) Where do you servicing your Buses?......

Own Garage Local Garage

Authorized Dealer

16) Do you have any TATA school bus?...............

52

Yes No

17) If you have TATA school bus then from where did you purchase the school bus?..

Pandit Automotive Bafna Automotive

Direct from company other

18) Are you satisfied with the service of dealer?....

Yes No

19) Are you making plan to purchase school bus? ……….

Yes No

20) If yes then which brand would you like to prefer for school bus? ……

TATA Swaraj Mazda Mahindra

Eicher D C M Toyata Other

21) Do you aware about new version of TATA star school bus? …………

Yes No

22) If yes then from where did you get information about TATA star school bus? …

Marketing executive Dealers /Friends

Demonstration Other

53

23) Are you aware about features of TATA star school bus? …….

Yes No

24)) what should the Dealer need to improve the sales? ... Reduce price Looks and design

Dealer services other

25) How will you rate TATA Bus as compared to its competitors?

Excellent Good

Average Poor

26) Feed back for TATA STAR skool bus?

___________________________________________________________

___________________________________________________________

___________________________________________________________

___________________________________________________________

___________________________________________________________

___________________________________________________________

54