A study on perception of customers towards tata indica v2 project report mba marketig

MANICKBAG AUTOMOBILES (P) LTD. HUBLI

BABASAB PATILBABASAB PATIL


CONTENTS

C h a p t e r - I

I n t r o d u c t i o n

L i t e r a t u r e r e v i e w

S t a t e m e n t o f t h e p r o b l e m

P u r p o s e o f t h e s t u d y

S c o p e o f t h e s t u d y

O b j e c t i v e s o f t h e s t u d y

C h a p t e r – I I

O r g a n i z a t i o n p r o f i l e

O r g a n i z a t i o n c h a r t

S a m p l i n g

R e s e a r c h d e s i g n

D a t a c o l l e c t i o n m e t h o d s

M e a s u r i n g t o o l s

C h a p t e r – I I I

R e s u l t s a n d d i s c u s s i o n w i t h g r a p h s a n d

c h a r t .

S u m m a r y , c o n c l u s i o n a n d a p r o p o s e d

a c t i o n p l a n w i t h r e s o u r c e r e q u i r e m e n t

a n d p r o j e c t e d b e n e f i t s t o t h e

o r g a n i z a t i o n .

C h a p t e r – I V

A p p e n d i x

Q u e s t i o n n a i r e s

B i b l i o g r a p h y



EXECUTIVE SUMMARY

OBJECTIVES OF THE STUDY:

To know the perception of customers towards Indica V2 Xeta car.

To know whether the customers are satisfied with the present features

of the car.

Factors considered in selecting Indica V2 Xeta car.

To know the effective sources of awareness for the customers towards

Indica V2 Xeta car.

To know the effectiveness of promotional activities done for Indica V2

Xeta car.

To seek suggestions and opinion from customers regarding the

improvement of features of Indica V2 Xeta car.

SCOPE OF THE STUDY:-

The study will help the company to know the perception of customers.

The company can find out the effectiveness of promotional activities done for

Indica V2 Xeta car.

The study will help the company to make proper marketing strategy for their

weaker areas.

The study covers the customers of Manickbag Automobiles owning passenger

cars in Hubli city.



LIMITATIONS OF THE STUDY:-

Not single work is exception to the limitations every work has got its own

limitations, so due to time constraint, my study confines only to Hubli city and it is

not possible to make extensive study. It is assumed that the sample selected represents

entire population.

RESEARCH METHODOLOGY:-

Data source Primary(field survey)

Secondary (Internet)

Area of research Hubli

Research Approach Survey Method

Research Instrument- Questionnaire

Sample Plan Personal Interview

Sample Unit All existing and potential customers

Sampling Method Stratified random sampling

Sample Size 100 units

Data Analysis: Analysis using SPSS software

INTRODUCTION



In this new area of highly competitive world, Globalization led the market to be

more competitive and innovative. As a result, there is greater demand for

aggressive marketing in this sector. The concept of sellers market has gradually

shifted into buyer’s market.

Few decades back a car was perceived to be luxury good a treated as a status

symbol. But we can observer the major shift from this perception. Now days

the car is considered as a necessity good. Thanks to competitive world, job

requirement, and changing trends. Much consideration is given not only the

price but also to the Mileage, Resale service, running cost, and safety. As a

result we see greater demand for diesel vehicles, and TATA INDICA is found

to be more effective diesel vehicle in its segment.

Stiff market competition coupled with new and improved product line segments is the

emerging trend. As a part of study curriculum for my MBA, it is quite appropriate to

study the nature and quality of service provided by a car manufacturer through

various dealer’s service stations. My Marketing Research objective is to find out

the reason “Why there is less demand for petrol version of Indica and how the

sales and its awareness can be increased”



LITERATURE REVIEW

The world is full of stimuli. A stimulus is any unit of input affecting one or more of

the five senses sight, smell, taste, touch, and hearing. The process by which we select,

organizing interprets these stimuli into a meaningful and coherent picture is called

perception.

In essence, perception is how we see the world around us and how we recognize that

we need some help in making a purchase decision. People cannot perceive every

stimulus in their environment. Therefore, they use selective exposure to notice and

which to ignore. The importance of the concept of care and the actions that define it

were found to be critically important for a customer's total satisfaction. The

importance of the care phase in the total customer process was found to increase as

the customer relationship matures.

Customer Perception Audits:

Every time you lose a customer, there’s a reason why. Do you really know what your

customers think about your business, your offerings, or your service? Are they having

good or bad experiences? Are you equipped with the insight you need to improve

customer satisfaction and loyalty, and make the changes that matter? Entrepreneurs

are often too busy to really take the time to tap into what customers are really

thinking. But customers hold the key. They know what you need to do to dramatically

increase the value you deliver to them. Why keep this data a secret? Uncovering and

understanding it will give you what you need to be the best, generate higher sales and

referrals and earn repeat business.



STATEMENT OF THE PROBLEM:-

TATA Indica is the first car manufactured WHOLLY BY AN Indian firm. Initially

after its launch it had to face a lot of complaints and in February 2001 an improved

version of the car was launched as TATA INDICA V2. The petrol version of TATA

INDICA V2 XETA was introduced in January 2006 in north Karnataka, especially in

Hubli-Dharwad Region; Manickbag Automobiles is the only Dealer of TATA

INDICA. The petrol version of TATA INDICA V2 XETA was unable to make a

Niche for itself.

After the preliminary data collection and interaction with Dealers and Customers, we

framed our Sub-Marketing Problems to the above stated Market Research Problem as:

“What is the impact of promotional activities on purchase of any Indica car?”

“What are the factors used by customer while purchasing a car?”

“What is the impact quality of product on the purchase?”

“What is the impact of Pre and post purchase services offered to the Customers?”

“What is the effect of Price on the Purchase decision?”

By considering the above Marketing problem and sub-Marketing problems we

carried out market research work and tried to bring the best data by which we

will able to arrive at conclusions regarding the above problems and to give few

recommendations to tackle the problem.



PURPOSE OF THE STUDY:-

The main purpose of the study is to understand the perception of customers towards

Indica V2 Xeta which will help the company to make proper marketing strategy to

render good services and satisfy the needs of the customers. The study will help the

company to make proper strategies and emphasize on their weaker areas.

SCOPE OF THE STUDY:-

The study will help the company to know the perception of customers.

The company can find out the effectiveness of promotional activities done for

Indica V2 Xeta car.

The study will help the company to make proper marketing strategy for their

weaker areas.

The study covers the customers of Manickbag Automobiles owning passenger

cars in Hubli city.



OBJECTIVES OF THE STUDY:-

To know the perception of customers towards Indica V2 Xeta car.

To know whether the customers are satisfied with the present features

of the car.

Factors considered in selecting Indica V2 Xeta car.

To know the effective sources of awareness for the customers towards

Indica V2 Xeta car.

To know the effectiveness of promotional activities done for Indica V2

Xeta car.

To seek suggestions and opinion from customers regarding the

improvement of features of Indica V2 Xeta car.

LIMITATIONS OF THE STUDY:-.

a. Because of time constraint, my study confines only to Hubli city and it is not

possible to make extensive study.

b. By busy schedule of the executives it is difficult to extract more information

from them.

c. Unwillingness of car owners and drivers has left us to make random

conclusions.

COMPANY PROFILE

Tata Motors Limited is India's largest automobile company, with revenues of Rs.

24,000 corers (USD 5.5 billion) in 2005-06. 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

Lucknow, supported by a nation-wide dealership, sales, services and spare parts

network comprising about 1,200 touch points.

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

New York Stock Exchange (September 2004), has also emerged as a global

automotive company. In 2004, 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 2005, 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.

Hispanic’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.

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 2005, 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. 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, labor

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.

Ratan Tata Profile:

Born: December 28, 1937

Achievement: Honored with Padma Bhushan, one of the highest civilian awards in

2000.

Ratan Tata is presently the Chairman of Tata Sons, the holding company of the Tata

Group. Ratan Naval Tata is also the Chairman of the major Tata companies such as

Tata Steel, Tata Motors, Tata Power, Tata Consultancy Services, Tata Tea, Tata

Chemicals, Indian Hotels and Tata Teleservices. He has taken Tata Group to new

heights and under his leadership Group's revenues have grown manifold. Ratan Tata

was born on December 28, 1937, in Bombay. He received a Bachelor of Science

degree in architecture from Cornell University in 1962. Ratan Tata had a short stint

with Jones and Emmons in Los Angeles, California, before returning to India in



late1962. He joined the Tata Group and was assigned to various companies before

being appointed director-in-charge of The National Radio & Electronics Company

(NELCO) in 1971. Ratan Tata was appointed Chairman of Tata Industries in 1981.

He was assigned the task of transforming the company into a Group strategy think-

tank, and a promoter of new ventures in high technology businesses.

In 1991, Ratan Tata took over the Chairmanship from JRD Tata. Under him Tata

Consultancy Services went public and Tata Motors was listed in the New York

Stock Exchange. In 1998, Tata Motors came up with Tata Indica, the first truly

Indian car. The car was the brainchild of Ratan Tata.

Ratan Tata was honored with Padma Bhushan, one of the highest civilian awards in

2000. He was also conferred an honorary doctorate in business administration by

Ohio State University, an honorary doctorate in technology by the Asian Institute of

Technology, Bangkok, and an honorary doctorate in science by the University of

Warwick.

MILESTONES:

It has been a long and accelerated journey for Tata Motors, India's leading automobile

manufacturer. Some significant milestones in the company's journey towards

excellence and leadership.



2000

First consignment of 160 Indicas shipped to Malta.

Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.

Utility vehicles with Bharat 2 (Euro II) compliant engine launched.

2001

Indica V2 launched - 2nd generation Indica.

Launch of the Tata Safari EX

Indica V2 becomes India's number one car in its segment.

Exits joint venture with Daimler Chrysler.

2002

Unveiling of the Tata Sedan at Auto Expo 2002.

Petrol version of Indica V2 launched.

2,00,000th Indica rolled out.

Launch of the Tata Sumo'+' Series

Launch of the Tata Indigo.

2003

Launch of the Tata Safari Limited Edition.

The Tata Indigo Station Wagon unveiled at the Geneva Motor Show.



On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata

Motors Limited.

2004

Tata Motors unveils new product range at Auto Expo '04.

New Tata Indica V2 launched

Tata Motors completes acquisition of Daewoo Commercial Vehicle Company

Tata LPT 909 EX launched

Tata Motors lists on the NYSE

2005

Tata Motors rolls out its 500,000 the Passenger Vehicle

Tata Motors wins JRD QV award for business excellence.

Tata Motors launches Indica V2 Turbo Diesel.

One millionth passenger car produced and sold

Inauguration of new factory at Jamshedpur for Novus

Launch of Novus range of medium trucks in Korea, by Tata Daewoo

Commercial Vehicle Co. (TDCV)

2006

Tata Motors vehicle sales in India cross four million mark

Indica V2 Xeta launched

Tata Motors first plant for small car to come up in West Bengal



Tata Motors extends CNG options on its hatchback and estate range

Tata Motors and Fiat Group announce three additional cooperation

agreements.

Awards:

Tata Motors chosen as India's Most Trusted Brand in Cars...

Business today selects Mr. P.P. Kadle as India's Best CFO in 2005...

Tata Motors is 'Commercial Vehicle Manufacturer of the Year'...

Industry and Technology Award, 2002.

Advertising Awards...

Tata Engineering was conferred Bharat Gaurav Puraskar...

Best Value for Money Car of the Year - Tata Indigo CNBC Auto Car Auto

Awards - 2...

National Award for R&D Efforts...

Best Company Award at Work skills Competition...

'Prof. Vasant Rao Rolling Trophy' for Value Engineering - 2002...

Tata Motors team wins The Runners up Position at The Asian Business

Simulation C...

Tata Engineering - A Socially Responsible Corporate, says TERI...

Management:

Board of Directors

Mr. Ratan N Tata (Chairman)


http://www.tatamotors.com/our_world/awards.php?getID=15&action=Pull&














Mr. N A Soonawala

Dr. J J Irani

Mr. V R Mehta

Mr. R Gopalakrishnan

Mr. Nusli N Wadia

Mr. S A Naik

Mr. S M Palia

Mr. Ravi Kant

Mr. P P Kadle

Senior Management:

Mr. Ravi Kant Managing Director

Mr. P P Kadle Executive Director (Finance and Corporate Affairs)

Mr. A P Arya President (Heavy and Medium Commercial Vehicles)



Mr. P M Telang President (Light and Small Commercial Vehicles)

Mr. Rajiv DubeSr. Vice President (Manufacturing and Commercial -

Passenger Cars)

Mr. C Ramakrishnan Vice-President (Chairman's Office

Mr. Shyam ManiVice-President (Sales & Marketing - Commercial Vehicle

Business)

Mr. K C Girotra Vice President (Lucknow Works & FBV)

Mr. R S Thakur Vice President (Finance)

Mr. M V Rajarao Vice President (Manufacturing)

Mr. R K Ghosh Vice President (Customer Care-Commercial Vehicles)

Mr. A I Rebello Chief (Tata Motor Finance)

Mr. P Y GuravVice President (Corporate Finance – Accounts and

Taxation)

Dr S J Tambe Vice President (Human Resource)

Mr. H K Sethna Company Secretary

Mr. Debasis Ray Head - Corporate Communications

Manufacturing:

Tata Motors owes its leading position in the Indian automobile industry to its strong

focus on indigenization. This focus has driven the Company to set up world-class

manufacturing units with state-of-the-art technology. Every stage of product

evolution-design, development, manufacturing, assembly and quality control, is

carried out meticulously. Our manufacturing plants are situated at Jamshedpur in the



East, Pune in the West and Lucknow in the North.

Jamshedpur:

This was the first unit of the Company established in 1945 and is spread over an area

of 822 acres. It consists of 3 divisions - Truck, Engine (including the Gear Box

division) and Axle. The divestments in March 2000.

Pune:

The Pune unit is spread over 2 geographical regions- Pimpri and Chinchwad and has a

combined area of around 510 acres. It was established in 1966 and has a Production

Engineering Division.

Lucknow:

Established in 1991 and covering an area of 600 acres, the Lucknow Plant was

established to assemble Medium Commercial Vehicles (MCVs) to meet the demand

in the Northern Indian market. In 1995, the unit started manufacturing bus.


http://www.tatamotors.com/our_world/?ViewID=3




Research & Development:

Research provides the much-needed inspiration for the birth of new ideas, which in

turn breathes new life into products. World-class automotive research and

development are key factors that contribute to the leadership of the Company.

Engineering Research Centre (ERC):

The Research Centre 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

Centre in Pune was setup in 1966 and is among the finest in the country. It has been

honored with two prestigious awards - 'The DSIR National Award for R&D Effort in

Industry - 1999' and 'National Award for Successful Commercialization of Indigenous

Technology by an Industrial Concern - 2000.

LOCATION OF MANUFUFACTURING PLANTS: 1 Jamshedpur 2 Pimpri

3 Chinchwad near Pune in Maharashtra.

Associates:

Over the years, Tata Motors has made substantial investments in building

companies that add value, facilitate and support its diverse range of business

activities.

Tata Technologies Ltd. (TTL) and its subsidiaries

Telco Construction Equipment Co. Ltd. (Telcon)


http://www.tatamotors.com/our_world/associates00.php?PageID=2



HV Axles Ltd. (HVAL)

TAL Manufacturing Solutions Ltd. (TAL)

Concorde Motors (India) Ltd. (Concorde) [formerly known as Minicar (India) Ltd.]

Tata Motors Insurance Services Ltd. (TMISL) [formerly known as Concorde Motors Ltd.]

COLLABORATION:

The company has technical tie up with The Institute of development in

Automotive Engineering, Italy. (For assistance in small car body design and

styling)]

1. Le Moteur Modern, France.

(For the development of diesel and petrol engine for passenger car)

Training:

At Tata Motors, employees are invaluable assets and their career and personal

growth are of prime concern to the Company.

Tata Motors provides a congenial atmosphere to work, learn and grow. The

Company conducts various programmes to train their staff in the latest and the best

technology and management practices. The Company through its in-house vocational

training and apprenticeship programmes trains the technicians at Tata Motors.

Numerous talented









Youngsters, honed by such rigorous programmes, have received numerous National

Best Apprentice Awards - the highest accolade for excellence in skills, in India.

Tata Motors expansion projects offer numerous growth opportunities. Structured

training programmes, rotational assignments and cross-functional mobility allow

employees to grow. Movement across functions is encouraged to help employees

develop a wider perspective and gain expertise in manifold functions.

Corporate Social Responsibility:

Green Matters

Tata Motors, a Company that cares about the future...

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 labour and

environment standards in compliance with the principles of the Global Compact. In

accordance with this, it plays an active role in community development, serving

rural communities around its manufacturing locations.

Tata Motors believes in technology for tomorrow. Our products stand testimony to

this. Our annual expenditure on R&D is approximately 2% of our turnover. We

have also set up two in-house Engineering Research Centers that house India's only

Certified Crash Test Facility. We ensure that our products are environmentally



Sound in a variety of ways. These include reducing hazardous materials in vehicle

components, developing extended life lubricants, fluids and using ozone-friendly

refrigerants. Tata Motors has been making conscious effort in the implementation of

several environmentally sensitive technologies in manufacturing processes. The

Company uses some of the world's most advanced equipment for emission check

and control.

Tata Motors concern is manifested by a dual approach -

1) Reduction of environmental pollution and regular pollution control drives

2) Restoration of ecological balance.

Our endeavors towards environment protection are soil and water conservation

programmes and extensive tree plantation drives. Tata Motors is committed to

restoring and preserving environmental balance, by reducing waste and pollutants,

conserving resources and recycling materials.

Reducing Pollution:

Tata Motors has been at the forefront of the Indian automobile industry's anti-

pollution efforts by introducing cleaner engines. It is the first Indian Company to

introduce vehicles with Euro norms well ahead of the mandated dates. Tata

Motors' joint venture with Cummins Engine Company, USA, in 1992, was a

pioneering effort to introduce emission control technology for India. Over the years,

Tata Motors has also made investments in setting up of an advanced emission-

testing laboratory. With the intention of protecting the environment, Tata Motors

has upgraded the performance of its entire range of four and six cylinder engines to



Meet international emission standards. This has been accomplished with the help of

world-renowned engine consultants like Ricardo and AVL. These engines are used

in Tata Motors vehicles in the Indian market, as well as in over 70 export markets.

Tata Motors is constantly working towards developing alternative fuel engine

technologies. It has manufactured CNG version of buses and followed it up with a

CNG version of its passenger car, the Indica

Restoring Ecological Balance:

Tata Motors has set up effluent treatment facilities in its plants, to avoid release of

polluted water into the ecosystem. In Pune, the treated water is conserved in lakes

attracting various species of birds from around the world thus turning the space into

a green belt.

Tree plantation programmes involving villagers and Tata Motors employees, have

turned acres of barren village green. Tata Motors has planted as many as 80,000

trees in the works and the township and more than 2.4 million trees have been

planted in Jamshedpur region. Over half a million trees have been planted in the

Poona region. Tata Motors has directed all its suppliers to package their products in

alternate material instead of wood.



INTRODUCTION TO MANICKBAG

SERVICES OF MANICKBAG:

Manickbag is exclusive showroom for TATA Motors situated at Vidyanagar

Hubli which is covering 6 districts namely Bagalkot, Bijapur, Dharwad, Gadag,

Belgaum and Haveri.

It is having small showrooms at Ankola and Bijapur to cover those areas, which

are working under the guidance of Manickbag the main branch. It uses promotional

activities such as periodical advertisement, Offers Insurance, Road Shows,

Demonstration.

Sales executives are playing important role in attaining the enquires of their

customers, the present enquiry a purchasing ratio of customer is 3:1.

Since Manickbag is the only big showroom the promotional activities conducted

are not reaching effectively to customers of other districts, it show that most of their

sales are in and around Dharwad district simultaneously it is loosing customers in

other districts.



PRESENT BUSINESS THEY ARE IN:

Hindustan petroleum Since 1950

Simpson Since 1951

Mico Since 1956

Kirloskar Bearings Since 1975

TVS Motors Since 1979

Sesa Goa Pig Iron Cike & Coal Since 1990

Tata Motors Since 1992

BRANCHES OF MANICKBAG:

Head Office : Hubli.

Branch :

Belgaum,

Bijapur.

Ankola.

Gulbarga.

Service Setup:

Bagalkot

Bidar

Chikodi



MAN POWER:

Workers 528

Staff 320

Service 200

The group was converted in to private limited on 1st April 2002

ACHEVEMENTS:

Best Dealership Award from TELCO.

Best Dealership Award form MICO.

Best Dealership Award from TVS.

ACTIVITIES:

1. Sales of Tata motors Cars.

2. Service/Repair of all range of Tata Cars.

3. Sales of Tata Cars Spares Parts.

ADRESS FOR CONTACT:

Manickbag Auto Mobiles Pvt Ltd,.

Unit of Tata Motors Ltd.

Vidhyanagar, P.B.Road.

Hubli-580031

Tel: (0836) 2374535 / 2372486 / 5251039 Fax: 0836-2374069.

E-mail: [email protected]


mailto:[email protected]


INFRASTRUCTURE AVAILABLE IN PARTICULAR:

Cover Area 1 Acre

Open Area 4500 Sq ft

No. Of Bays More then 50

No. Of Operational Bays 12

No. Of PDI (Pre-Delivery inspection Bay) 02

No Of Bays for Accidental Repairs 12

Bays (Parking Area) 4 Acres

No. Of Trained Mechanics 125

No. Of Trained Supervisors 06

THERE ARE TWO MAIN DIVISIONS IN THE FIRM. THOSE ARE:

Commercial Vehicle Division

Passenger Vehicle Division

DEPARTMENT PROFILE:

There are mainly four departments in Manickbag Auto mobiles Pvt Ltd. They are

1. Sales Department.

2. Service Department.

3. Spares Department.

4. Accounts Department.



1. SALES DEPARTMENT:

Sales department is headed by the sales Manager Mr. Wilson A.M. under him.

Show in Charge Mr. Salikoppa.

Assistant Sales Manager Mr. Anand Barimani.

istant Sales Manager Mr. Karikatti.

Finance Executive Mr. Ravi Shetty.

Sales Executive Mr. Ritesh Shetty.

Sales Executive Mr. Anil Hitalmani.

Sales Executive Mr. G.N.Kulkarni.

Customer Care Executive Miss Savita.

2. SERVICE DEPARTMENT:

Mr. Mahaveer Angadi heads Service Department and under his guidance

Service Advisor Mr. Sunil Amingad

Service Advisor Mr. Sunil Iraddi

Service Advisor Mr. Sham Shuddin.

PDI in Charge Mr. Kalappa.

Customer care executive Miss Rajeshwari.

Denting and Painting in charge Mr. Vinod.



3. SPARES DEPARTMENT:

Mr. Kishore. Kurthkoti Heads it under his guidance:

Mr. G.M. Hedge

Mr. Akbar.

Mr. Vinayak.

4. ACCOUNTS DEPARTMENT:

Mr. Shindey maintains all the records

VARIOUS FACILITIES AVAILABLE AT MANICKBAG AUTOMOBILES

LTD:

Good infrastructure qualified and trained manpower, state of the art diagnostic

equipments and innovative ideas were key elements in making Manickbag

Automobiles a successful operation ASO.

FACILITIES AVAILABLE:

SL. No Facilities & System Availability

01 Good infrastructure YES

02 Trained Man power YES

03 Computerized Engine Analysis YES

04 Computerized Wheel Aligner YES

05 Computerized Wheel Balancer YES

06 Pneumatic Lines and Tools YES

07 Standby Vehicle for customers YES

08 Service Promotional Activity YES

09 Feedback Card Analysis YES

10 Customer Complaint Handling YES



11 Customer care Management YES

12 Quick Repair Facility YES

COMPETITORS

The main competitors for Manickbag Automobiles are:

1. RNS Motors, Hubli

2. Bellad Motors, Hubli.

3. Javali Motors, Hubli.

SWOT ANALYSIS

STRENGTHS:

1) Tata company achievements (Indica) and others.

2) The most economical car in this segment.

3) The company is well established.

4) The decisions taken by them are quick and effective when concerned to changes

in market.

5) Presence of effective communication between company and dealers is one of the

important strength.

6) The company is technically well efficient with various modern technologies,

which helps the company to face any challenge either from internal or external

factors.

7) The company has high goodwill in the market for their quality products.

MANICKBAG AUTOMOBILES STRENGHTS:

1) The customers can ask test drive.

2) The customers are attended as soon as as they come.



3) They have their own finance.

4) The dealers have high goodwill in the market for their service.

5) Presence of effective flow of communication between the departments of

Manickbag is the greatest strength, which ensures smooth flow of operations.

WEAKNESS:

1) Tough competition from other companies

2) The dealers prefer experience rather than talent for higher post.

3) Difficulty in marketing Petrol cars as it is set in minds of public that Tata is for

diesel vehicles.

OPPORTUNITIES:

Can capture rural areas when they are going to launch their new vehicle.

The dealers can go for diversification.

The dealers can conduct exchange promotional activities to increase its sales.

Potential marker in low-income group and rural areas.

THREATS:

Ever changing market trends.

Competition from other models.

Globalization and privatization

Any sudden change in Government policy may affect the sales.

New incentive from competitors like price and quality.

Change in market that is from seller’s market to buyers market.



ORGANIZATION STRUCTURE

PVD

MANAGING PARTNER

Account


Sales Spares Account Service

Manager Manager Manager Manager

Sales Executive

ASM

Store Keeper

Administration Staff

Service Staff

SupervisorService Advisor

Biller Works I/C

Cashier Supervisors

Mechanics


SAMPLING:

Sample plan to know the customers perception towards Indica V2 Xeta in this project

is through personal interview.

SAMPLE UNIT:

I have taken the customers of Manickbag Automobiles who own an Indica V2 Xeta

car.

SAMPLING METHOD:

I have used Non- probability sampling i.e. Stratified Random Sampling.

Sample size for this project is 100 customers who are car owners.

RESEARCH DESIGN:

In this research design of this project the study was conducted by the survey

method.

Taking sample of 100 customers owning passenger cars by commencing sampling

using the research instrument as the questionnaire.

Personal interview is considered as the sample plan.

For this project area of research is Hubli City.



DATA COLLECTION METHOD:

I have collected the data from the following sources:

A. PRIMARY DATA:

The data collected from the company persons.

Pamplets, Brouchers.

Questionnaires.

B. SECONDRY DATA:

Interviewing with the owners of cars

Internet

Magazines, Catalogues, etc.

MEASURING TOOLS:

For preparing this project I have considered questionnaire as measuring tool for

collecting the data.




THE PRODUCTS ARE:

Tata Safari

Tata Sumo

Tata Sierra

Tata Estate

Tata Spacio

Tata Indica

VARIETIES OF INDICA V2

TATA INDICA V2 DIESEL

DL E[N AC]

DEL [with AC]

DLS [AC with ST]

DLG [Semi deluxe]

DLX [fully loaded]

INDICAB [Taxi purpose]

TATA INDICA V2 XETA PETORL

A LI [Mech St]

LEI [AC with MS]

LSI [AC with power ST]

LGI [Cent Locking]

LXI [Fully Loaded]


Product Profile:

Indica V2 Xeta:

The new Indica V2 Xeta. Its extra Efficiency Torque Advantage petrol engine

delivers 12.4 kgm torques, for a smoother and more responsive drive. With instant

pick up and fewer gear changes in stop-start city traffic.

A new and refined version of Indica called Indica V2 Xeta. Introduced in the local

market by Sipradi Trading Private Limited (STPL) - the authorized dealers of Tata

Motors for Nepal - Xeta is an abbreviation for extra Efficient Torque Advantage

engine.

Available in five different colors, including lagoon blue, palm green and salsa red,

Indica V2 Xeta comes in five different models, namely, GL, GLE, GLF, GLG and

GLX.

Step into the Xeta:

Tata Indica V2 Xeta is the latest model from Tata Motors. Equipped with 475 SI

Multi Point Fuel Injection System with 32-bit microprocessor, Xeta's 1.4 liter extra

fuel Efficient Torque Advantage (XETA) petrol engine delivers an impressive

mileage of 14 kmpl.



TATA Motors' focus has rightfully been centered on the diesel version of its small car

the Indica V2. Most of the cars it sells continue to be diesel powered, though petrol

engine variants have also been available all along. The technology for the Indica's

petrol engine originally came from Le Moto Modern of France, but the engine has

seen considerable refinement since. Yet, two factors must have hampered higher sales

volumes for the Indica and the Indigo petrol variants.

Tata Motors' relative lack of experience with petrol compared to other small-car

manufacturers with established credentials in this segment, and the fact that the `big

and powerful' tag is not necessarily a positive attribute for a petrol car in the

excessively fuel-efficiency conscious small-car segment.

The recently re-launched petrol version, the Indica XETA, could fit the bill, as the

changes to the car's `heart' seem to be capable of offering better fuel efficiency.

Uniqueness:

The changes to the new Indica V2 XETA (acronym for extra fuel Efficient, Torque

Advantage) are really only in the engine department, though the new beige interior

theme also does add a bit of a premium quality to the car. Tata

Motors' reason for taking up the 1.4 liter petrol engine was clearly to improve its fuel

efficiency ranking.

The Indica V2's engine handicap came not just from the fact that it was the biggest in

the small-car segment. The new XETA engine's improved refinement is easily



recognizable. A reduction in noise and vibration levels is a bonus, coming with the

changes that were primarily targeted at improving the engine's fuel efficiency.

The engine's pistons and rings have also been re-engineered to reduce the weight and

width of the ring to achieve a lowering of friction, which will also enable a lowering

of fuel consumption in the long run. In addition, a new two-part aluminum oil sump

and plastic timing covers have been incorporated to improve the XETA's NVH (noise,

vibration and harshness) packaging.

Fuel efficiency of the new XETA should be better than its predecessor by up to 15-20

per cent. Expect mileage numbers of 10-12 kmpl in city driving conditions.

The new XETA has the potential to change the Indica's image of being a guzzler. But

finish quality and reliability will still be issues that Tata Motors will have to tackle to

be considered equal amongst the petrol-driven hatches in the market.



RESULTS AND DISCUSSION WITH GRAPHS AND CHARTS:

1) Do you own a car?

Table-3.1

The information presented in table3.1 reveals that:

Almost all respondents are owning a car.

The same information is presented in the form of diagrammatically as follows:-

Diagram-3.1


Frequency Percent Valid Percent

Cumulative Percent

Valid Yes 100 100.0 100.0 100.0

Yes

Percent

120

100

80

60

40

20

0

100


2) Are you aware of Tata Indica V2 Xeta (Petrol car)?

Table-3.2

Frequency Percent Valid Percent Cumulative Percent

Valid

Yes 74 74.0 74.0 74.0

No 26 26.0 26.0 100.0

Total 100 100.0 100.0


74% of the respondents are aware of Tata Indica V2 Xeta (Petrol car).

While 26% of them are not aware of it.

The same information is presented in the form of diagrammatically as follows:

Diagram-3.2



3) How did you come to know about this car?

Table-3.3

Frequency Percent Valid Percent Cumulative Percent

Valid

Friends 41 41.0 41.0 41.0

Newspaper 22 22.0 22.0 63.0Television 9 9.0 9.0 72.0Magazine 17 17.0 17.0 89.0Hoardings 7 7.0 7.0 96.0Internet 4 4.0 4.0 100.0

Total 100 100.0 100.0

The information presented in table- 3.3 reveals that:

41% of the respondents have come to know about Tata Indica V2 Xeta

car through their friends and 22% of them through newspaper.

Nearly 9% of them from television and 17% of them from magazines.

While 7% from hoardings and 4% from internet.




Diagram-3.3



4) Which company's car do you prefer while buying a car?

Table-3.4


Cumulative Percent

Valid Tata Motors 37 37.0 37.0 37.0

MUL 21 21.0 21.0 58.0

Hyundai 10 10.0 10.0 68.0Toyota 11 11.0 11.0 79.0

G.M. 9 9.0 9.0 88.0Honda 12 12.0 12.0 100.0

Total 100 100.0 100.0


37% of the respondents prefer to buy a car from Tata Motors and 21%

of them from Maruti.

10% of the respondents prefer to buy a car from Hyundai and 11% of

them from Toyota.



While 9% of them prefer General Motors and 12% of them for Honda.


Diagram-3.4



5) What are the features that attracted you to buy Tata Indica V2 Xeta (Petrol car)?

Table-3.5


Cumulative Percent

Valid Mileage 15 15.0 15.0 15.0



Price 25 25.0 25.0 40.0 Comfort 14 14.0 14.0 54.0 Safety 5 5.0 5.0 59.0 Aesthetics 7 7.0 7.0 66.0 Maintenance 21 21.0 21.0 87.0

Brand name 13 13.0 13.0 100.0

Total 100 100.0 100.0


15% of the respondents are attracted by Mileage to buy Tata Indica V2

Xeta car and 25% of them for Price.

14% of them are attracted for comfort, 5% for safety and 7% of them

for aesthetics.

While 21% of the respondents are attracted for maintenance and 13%

of them for Brand Name.


Diagram-3.5



6) Source of finance for purchase of Tata Indica V2 Xeta (Petrol car)?

Table-3.6Frequenc

yPercent Valid

PercentCumulative

Percent

Valid Cash 21 21.0 21.0 21.0



Employee finance

32 32.0 32.0 53.0

Private finance 28 28.0 28.0 81.0Bank finance 19 19.0 19.0 100.0

Total 100 100.0 100.0


21% of the respondents have purchased Tata Indica V2 Xeta car

through cash and 32% of them through Employee finance.

While 28% of them have purchased this car through Private finance

and 19% of them through Bank finance.


Diagram-3.6

7) Availability of parts for major repairs of Tata Indica V2 Xeta (Petrol car)?

Table-3.7


Cumulative Percent



Valid Easily available 33 33.0 33.0 33.0

Available 52 52.0 52.0 85.0

Not available 15 15.0 15.0 100.0

Total 100 100.0 100.0


33% of the respondents are in favor that parts for major repairs are

easily available

Nearly 52% of them are in favor that major parts are available.

While remaining 15% of them are in favor that major parts are not

available.


Diagram-3.7

8) What is your experience about Tata Indica V2 Xeta (Petrol car)?

Table-3.8




Cumulative Percent

Valid Very Good 19 19.0 19.0 19.0

Good 43 43.0 43.0 62.0

Neither Good/Bad

11 11.0 11.0 73.0

Bad 17 17.0 17.0 90.0

Very Bad 10 10.0 10.0 100.0

Total 100 100.0 100.0


19% of the respondents are in favor of very good satisfaction from

Indica V2 Xeta car, 43% of them are in favor of good satisfaction and

from the analysis 11% of them are in favor of neither good/bad.

While 17% of them are in favor of bad satisfaction and remaining

10% in favor of very bad satisfaction




Diagram-3.8

9) Indica V2 Xeta car is fit for rough roads?

Table-3.9




Cumulative Percent

Valid Strongly Agree 9 9.0 9.0 9.0Agree 39 39.0 39.0 48.0

Neither Agree/Dis-Agree

16 16.0 16.0 64.0

Dis-Agree 27 27.0 27.0 91.0Strongly Dis-

Agree9 9.0 9.0 100.0

Total 100 100.0 100.0


9% of the respondents have strongly agree that Tata Indica V2 Xeta car

is fit for rough roads, 39% of them have agree and from the analysis

16% of them have neither agree/dis-agree.

Nearly 27% of them have dis-agreed and remaining 9% have strongly

dis-agreed for Indica V2 Xeta is not fit for rough roads.




Diagram-3.9

10) I am satisfied with respect to mileage of Tata Indica V2 Xeta (Petrol car)?

Table-3.10



Frequency Percent

Valid Percent

Cumulative Percent

Valid Strongly satisfied 9 9.0 9.0 9.0

Satisfied 29 29.0 29.0 38.0

Neither satisfied/Dis-satisfied

13 13.0 13.0 51.0

Dis Satisfied 38 38.0 38.0 89.0

Strongly Dis-Satisfied 11 11.0 11.0 100.0

Total 100 100.0 100.0


9% of the respondents are strongly satisfied with the mileage of Tata

Indica V2 Xeta car, 29% of the respondents are satisfied and from the

analysis 13% of them are neither satisfied/dis-satisfied.

Nearly 38% of the respondents are dis-satisfied with the mileage and

remaining 11% of them are strongly dis-satisfied.




Diagram-3.10

11) What do you feel about the price of Tata Indica V2 Xeta (Petrol car)?

Table-3.11


Cumulative Percent



Valid Very High

12 12.0 12.0 12.0

High 21 21.0 21.0 33.0 Competiti

ve18 18.0 18.0 51.0

Low 35 35.0 35.0 86.0 Very Low 14 14.0 14.0 100.0 Total 100 100.0 100.0


12% of the respondents are in favor of Very High price of Tata Indica

V2 Xeta car and 21% of them in favor of High price.

Nearly 18% of them are in favor of Competitive price of Indica V2

Xeta.

While 35% of them are in favor of Low price of Indica V2 Xeta car and

14% of them in favor of very low price.


Diagram-3.11



12) Do you agree that Tata Indica V2 Xeta (Petrol car) is comfortable while driving?

Table-3.12


Cumulative Percent



ValidStrongly Agree 17 17.0 17.0 17.0

Agree 31 31.0 31.0 48.0


15 15.0 15.0 63.0

Dis-Agree 28 28.0 28.0 91.0

Strongly Dis-Agree 9 9.0 9.0 100.0

Total 100 100.0 100.0


17% of the respondents have strongly agree that Tata Indica V2 Xeta

car is comfortable while driving, 31% of them have agree and from the

analysis 15% of them have neither agree/dis-agree.


dis-agreed about comfortable.


Diagram-3.12



13) Whether Tata Indica V2 Xeta (Petrol car) have lived up to your Expectations?

Table-3.13


Cumulative Percent

Valid Strongly Agree 13 13.0 13.0 13.0



Agree 36 36.0 36.0 49.0


16 16.0 16.0 65.0

Dis-Agree 24 24.0 24.0 89.0

Strongly Dis-Agree

11 11.0 11.0 100.0

Total 100 100.0 100.0


13% of the respondents have strongly agreed that Tata Indica V2 Xeta

has lived up to their expectations, 36% of them have agreed and from

the analysis 16% of them have neither agree/dis-agree.


dis-agreed that Indica Xeta car has not lived up to their expectations.


Diagram-3.13



14) Are you satisfied with present features of Tata Indica V2 Xeta (Petrol car)?

Table-3.14


Cumulative Percent



Valid Completely Satisfied 16 16.0 16.0 16.0

Satisfied 38 38.0 38.0 54.0

Neither Satisfied/Dis-Satisfied

13 13.0 13.0 67.0

Dis-Satisfied 23 23.0 23.0 90.0

Completely Dis-Satisfied

10 10.0 10.0 100.0

Total 100 100.0 100.0


16% of the respondents are completely satisfied with present features

of Tata Indica V2 Xeta car, 38% of the respondents are satisfied and

from the analysis 13% of them are neither satisfied/dis-satisfied.

Nearly 23% of them are dis-satisfied and remaining 10% of them are

completely dis-satisfied.


Diagram-3.14



15) Are you satisfied with the schemes and sales promotion activities of Tata Indica V2 Xeta (Petrol car)?

Tabe-3.15




Cumulative Percent

Valid

Completely Satisfied 18 18.0 18.0 18.0

Satisfied 36 36.0 36.0 54.0

Neither Satisfied/Dis-Satisfied

16 16.0 16.0 70.0

Dis-Satisfied 21 21.0 21.0 91.0

Completely Dis-Satisfied 9 9.0 9.0 100.0

Total 100 100.0 100.0


18% of the respondents are completely satisfied with the schemes and

sales promotion activities of Tata Indica V2 Xeta car, 36% of the

respondents are satisfied and from the analysis 16% of them are neither

satisfied/dis-satisfied.

Nearly 21% of them are dis-satisfied and remaining 9% of them are

completely dis-satisfied.




Diagram-3.15

16) Do you recommend others to buy this car?

Table-3.16


Cumulative Percent



Valid Yes 73 73.0 73.0 73.0No 27 27.0 27.0 100.0

Total 100 100.0 100.0


73% of the respondents are in favor of recommending others to buy

Tata Indica V2 Xeta car.

While remaining 27% of them are not in favor of recommending to

others.


Diagram-3.16

CONCLUSION



Less than anticipated growth in the face of intensifying competition and rising costs

can hardly be expected to get the company foaming.

Tata Motors is a well known Automobile manufacturing company in the

Indian scenario and it is the leader with monopoly position in Diesel version cars and

with these achievements they have entered into petrol version cars with Tata Indica

V2 Xeta car.

By seeing the observations most of the customers are having positive

perception towards Tata Indica V2 Xeta car and are satisfied with its features such as

Child safety locks on rear door, Light intensity control etc. As Tata Motors is well

known for its Diesel cars, so this car is also progressing continuously in Petrol

division as a new car of Tata motors to compete with other Petrol version car

companies.

SUGGESTIONS



As 49% of the respondents have Dis- Satisfied with mileage, therefore the

company should work on improving the mileage.

As 36% of the respondents have Dis-Agreed that Indica V2 Xeta car is fit for

rough roads, so the ground clearance of the vehicle should be increased to suit

the Indian roads.

47% of the respondents have complained that bonnet of the car is very tall

(Aero dynamic), thus the company should reduce the shape of the bonnet.

The firm should tap the un-tapped locations & market. This will help them in

increasing the business. Rural places are advised.

The brand awareness campaigns should be conducted. The firm should work

on its Advertisements through local Medias.

Mobile test drive centers can be set up through-out Hubli Dharwad city.

There should be effective customer follow-up for those who come for test

drive.

BENEFITS OF THE PROJECT



The study will help the company to know the performance of Tata Indica V2 Xeta

car.

The company will come to know the most effective media t create awareness level

in Hubli city.

It will help the company to make effective advertisements to increase the

awareness of Indica V2 Xeta car.

The company will come to know how customers have perceived their Indica V2

Xeta car.

It will help the company to predict their future sales of this car.



Questionnaire

Dear Sir/Madam,



1. Do you own a car?

Yes No

2. Are you aware of Tata Indica V2 Xeta (Petrol car)?

Yes No

If No go to Q.No: 4

3. How did you come to know about this car?

Friends Newspaper Television

Magazine Hoardings Internet

Any other, specify: ____________

4. Which company’s car do you prefer while buying a car?

Tata Motors MUL Hyundai

Fiat Toyota G.M.

Honda Ford If any other, specify: __________

5. What are the features that attracted you to buy Tata Indica V2 Xeta (Petrol

car)?

Mileage Price Comfort

Safety Aesthetics Maintenance

Brand name Others, specify ______________________



6. Source of finance for purchase of Tata Indica V2 Xeta (Petrol car).

Cash Employee finance

Private finance Bank finance others, specify: ___________

7. Availability of parts for major repairs of Tata Indica V2 Xeta (Petrol car).

Easily available Available Not available

8. What is your experience about Tata Indica V2 Xeta (Petrol car)?

Very Good Good Neither Good Nor Bad

Bad Very Bad

9. Indica V2 Xeta car is fit for rough roads.

Strongly Agree Agree Neither Agree Nor Dis-Agree

Dis-Agree Strongly Dis-Agree

10. I am satisfied with respect to mileage of Tata Indica V2 Xeta (Petrol car).

Strongly satisfied Satisfied Neither satisfied Nor Dis-satisfied

Dis Satisfied Strongly Dis- Satisfied

11. What do you feel about the price of Tata Indica V2 Xeta (Petrol car)?

Very High High Competitive

Low Very Low

12. Do you agree that Tata Indica V2 Xeta (Petrol car) is comfortable while

driving.





13. Whether Tata Indica V2 Xeta (Petrol car) have lived up to your expectations.



14. Are you aware of features of Tata Indica V2 Xeta (Petrol car).

Sl.No. Features Yes No 1 Clear lens Head lamps

2 Light intensity control

3 Lamp in luggage compartment

4 Child safety locks on Rear Doors. 5 Air Conditioning System.

15. Are you satisfied with present features of Tata Indica V2 Xeta (Petrol car)?

Completely Satisfied Satisfied Neither Satisfied Nor Dis-satisfied

Dis-Satisfied Completely Dis-Satisfied

16. Are you satisfied with the schemes and sales promotion activities of Tata

Indica V2 Xeta (Petrol car)?

Completely Satisfied Satisfied Neither Satisfied Nor Dis-Satisfied

Dis-Satisfied Completely Dis-Satisfied

17. Do you recommend others to buy this car?



Yes No

18. Please provide suggestions to improve the quality and performance of Tata Indica V2 Xeta (Petrol Car? ___________________________________________________________________ ___________________________________________________________________

___________________________________________________________________

Please provide the below mentioned information:

Name: _______________________________________________________

Address: ____________________________________________________________

Occupation: _________________________

Annual Income _______________________

Gender: Male [ ] Female [ ]

*** Thank You ***

WEEKLY PROGRESS REPORT

Name the student:-Riyaz Ahmed Hospet

BIBLIOGRAPHY



REFERENCE BOOKS:-

1. MARKETING RESEARCH Tull and Hawkins.

3. MARKETING Lamb, Hair, McDaniel.

WEBSITE:-

1. www.tatamotors.com

2. www.google.com.

3. www.khoj.com


http://www.google.com/

A study on perception of customers towards tata indica v2 project report mba marketig

Business

Transcript of A study on perception of customers towards tata indica v2 project report mba marketig