Consumer Behaviour Rdp

7/31/2019 Consumer Behaviour Rdp

1/72

INTRODUCTON

Perception of Consumer behaviour:-

Perception of Consumer behaviour refers to the mental and emotional process and the

observable behaviour of consumers during searching, purchasing and post

consumption of a product or service.

Perception of Consumer behaviour involves study of how people buy, what they buy,

when they buy and why they buy. It blends the elements from psychology, sociology,

socio-psychology, anthropology and economics. It also tries to assess the influence on

the consumer from groups such as family, friends, reference groups and society in

general.

Buyer behaviour has two aspects: the final purchase activity visible to any observer

and the detailed or short decision process that may involve the interplay of a number of

complex variables not visible to anyone.

Factors Affecting Consumer Buying Behaviour:

Consumer buying behaviour is influenced by the major three fact ors:

1. Social Factors

2. Psychological Factors

3. Personal Factors.

A. Social Factors

Social factors refer to forces that other people exert and which affect

consumers purchase behaviour. These social factors can include culture and

subculture, roles and family, social class and reference groups.

Example:

By taking into consideration Reference group, these can influence/affect the

consumer buying behaviour. Reference group refers to a group with whom an


2/72

individual identifies herself/himself and the extent to which that person assumes many

values, attitudes or behaviour of group members. Reference groups can be family,

school or college, work group, club membership, citizenship etc.

Reference groups serve as one of the primary agents of consumer socialization

and learning and can be influential enough to induce not only socially acceptable

consumer behaviour but also socially unacceptable and even personal 6 destructive

behaviour.

For example, if fresher student joins a college / university, he/she will meet

different people and form a group, in that group there can be behaviour patterns of

values, for example style of clothing, handsets which most of group member prefer or

even destructive behaviour such as excessive consumption of alcohol, use of harmful

and addictive drugs etc. So, according to how an individual references him / her to that

particular reference group, this will influence and change his/her buying behaviour.

B. Psychological Factors

These are internal to an individual and generate forces within that

influence her/his purchase behaviour. The major forces include motives, perception,

learning, attitude and personality.

Example:

Attitude is an enduring organization of motivational, emotional, perceptual and

cognitive processes with respect to some aspect of our environment. Consumer form

attitude towards a brand on the basis of their beliefs about the brand. For example,

consumers of Sony products might have the belief that the products offered by Sony

are durable; this will influence those customers to buy Sony products due to this

attitude towards the brand.


3/72

C. Personal Factors

These include those aspects that are unique to a person and influence purchase

behaviour. These factors include demographic factors, lifestyle, and situational factors.

Example:

Lifestyle is an indicator of how people live and express themselves on the basis

of their activities, interests, and opinions. Lifestyle dimension provide a broader view

of people about how they spend their time the importance of things in their

surroundings and their beliefs on broad issues associated with life and living and

themselves. This is influenced by demographic factors and personality.

Definition:

Consumer buying decision process is the processes undertaken by consumer in

regard to a potential market transaction before, during and after the purchase of a

product or service.

Consumer decision making process generally involves five stages:

Figure -Consumer Decision

Need

Recognition Search

Informatio

n

Alternative

Evaluation

Purchase Action

Post

Purchase


4/72

Need Recognition

Purchase decision making process begins when a buyer becomes aware of an

unsatisfied need or problem. This is the vital stage in buying decision process, because

without recognizing the need or want, an individual would not seek to buy goods orservice.

There are several situations that can cause problem recognition, these include:

Depletion of stock Dissatisfaction with goods in stock Environmental Changes Change in Financial Situation Marketer Initiated Activities

Example:

When a person recognizes that he/she is having a difficulty that he/she is not

able to travel with his/her family member. Then recognizes that his/her must have car

and needs to buy a new car.

Information Search

After the consumer has recognized the need, he / she will trying to find the

means to solve that need. First he will recall how he used to solve such kind of a

problem in the past, this is called nominal decision making. Secondly, a consumer will

try to solve the problem by asking a friend or goes to the market to seek advice for

which product will best serve his need, this is called limited decision making.

Sources of information include:

Personal sources Commercial Sources Public sources Personal experience


5/72

The person after recognizing that his/her need, he/she will eventually try to

find out how he/she can purchase the car. If he/she cannot make a decision his/herself

then he/she will ask a friend to help out, if the friend do not have sufficient knowledge,

he/she would go to automobile showroom of a different company and try to get

adequate information regarding price, feature, performance and after sale service.

Alternatives evaluation

Consumers evaluates criteria refer to various dimension; features,

characteristics and benefits that a consumer desires to solve a certain problem. Product

features and its benefit is what influence consumer to prefer that particular product.

The consumer will decide which product to buy from a set of alternative products

depending on each unique feature that the product offers and the benefit he / she can

get out of that feature.

Example:

When that user got enough information concerning the different brands of cars

available in the market, he/she will decide which kind of car and also which company

or brand he/she is going to buy depending upon his/her need.

Purchase Action

This stage involves selection of brand and the retail outlet to purchase such a

product. Retail outlet image and its location are important. Consumer usually prefers a

nearby retail outlet for minor shopping and they can willingly go to a far away store

when they purchase items which are of higher values and which involve higher

sensitive purchase decision. After selecting where to buy and what to buy, the

consumer completes the final step of transaction by either cash or credit.


6/72

Example:

After selecting company or brand of the car and model from different

alternatives of cars, he/she will make a final decision of where to buying that car and

make the final transaction procedures.

Post-purchase Actions

Consumer favorable post-purchase evaluation leads to satisfaction.

Satisfaction with the purchase is basically a function of the initial performance level

expectation and perceived performance relative to those expectations. Consumer tends

to evaluate their wisdom on the purchase of that particular product. This can result to

consumer experiencing post purchase dissatisfaction. If the consumers perceived

performance level is below expectation and fail to meet satisfaction this will eventually

cause dissatisfaction, and so the brand and/or the outlet will not be considered by the

consumer in the future purchases. This might cause the consumer to initiate complaint

behaviour and spread negative word-of-mouth concerning that particular product.

Example:

If he/she decided to buy a car he/she will try to compare the performance,

speed, mileage and comfort of the particular car, whether they meet his/her

expectations. If he/she would find that his/her expectations are meet she will be

satisfied, if she found that there are more additional features that he/she did not

expect this car to have, she will be delighted, otherwise she will be dissatisfied.


7/72

REVIEW OF LITERATURE

Definition of Buying Behavior:

Buying Behavior is the decision processes and acts of people involved in buying and

using products.

Need to understand:

Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer.

A firm needs to analyze buying behavior for:

Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a marketing mix(MM) that

satisfies (gives utility to) customers, therefore need to analyze that what, when and

how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.

Stages of the consumer Buying Process

Six stages to the consumer Buying Decision Process (For complex decision). Actual

purchasing is only one stage of the process. Not all decision processes lead to apurchase. All consumer decisions do not always include all 6 stages, determined by

the degree of complexitydiscussed next.

The 6 stages are:

1. Problems Recognition (awareness of need)difference between the desired state andthe actual condition. Deficit in assortment of products. HungerFood. Hunger

stimulates your need to eat. Can be stimulated by the marketer through product

informationdid not know you were deficient? I.E., see a commercial for a new pair

of shoes.


8/72

2. Information search__ Internal search, memory. External search if you need more information. Friends and relatives (word of mouth).

Marketer dominated sources; comparision-shopping; public sources etc.

A successful information search leaves a buyer with possible alternatives, the evokedset.

Hungry, want to go out and eat, evoked set is

o Chinese food.o Indian food

o Burger kingo Klondike kates etc

3. Evaluation of Alternativesneed to establish criteria for evaluation, features thebuyer wants or does not want. Rank/weight alternatives or resume search. May

decide that you want to eat something spicy, Indian gets highest rank etc.

Information from different sources may be treated differently. marketers try to

influence by framing alternatives.

4. Purchase decisionmay differ from decision, time lapse between 4 & 5, productavailability.

5. Purchasechoose buying alternative, include product, package, store, method ofpurchase etc.

6. Post-purchase Evaluationoutcome: satisfaction or Dissatisfaction.Cognitive Dissonance, have you made the right decision. This can be reduced by

warranties, after sales communication etc.

After eating an Indian Meal, may think that really you wanted a Chinese meal instead.

Types of consumer Buying Behavior

Types of consumer buying behavior are determined by:

o Level of Involvement in purchase decision. Importance and intensity of interest in aproduct in a particular situation.


9/72

o Buyers level of involvement determines why he/she is motivated to seek informationabout a certain products and brands but virtually ignores others.

o High involvement purchasesHonda Motorbike, high priced goods, products visibleto others, and the higher the risk the higher the involvement. Types of risk.

Personal risk. Social risk. Economic risk.

The four type of consumer buying behavior are:

Routine Response/programmed Behaviorbuying low involvement frequentlypurchas4ed low cost items; need very little search and decision effort; purchased

almost automatically. Example includes soft drinks, snacks foods, milk etc.

Limited Decision Makingbuying product occasionally. When you need to obtaininformation about unfamiliar brand in a familiar, product category, perhaps. Requires

a moderate amount of time for information gathering. Examples include Clothes

know product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/orinfrequently bought products. High degree of economic/performance0psycological

risk. Examples include cars, homes, computers, and education. Spend a lot of time

seeking information and deciding.

Information from the companies MM; friends and relatives, store personnel etc. Gothrough all six stages of the buying process.

Categories that Effect the Consumer Buying Decision Process

A consumer making a purchase decision will be affected by the following three

factors:

1. Personal2. Psychological3. Social


10/72


11/72

Research Methodology

Research Method:-

Two broad research methodologies can be used to answer any research

question. They are Experimental research or Non experimental research. In

experimental research, there is control over the extraneous variable and manipulation

of at least one variable investigator. In Non experimental research, there is no

intervention beyond that needed for the purpose of measurement.

The study uses Non experimental research method.

RESEARCH DESIGN:

A research design is a statement or specification of the methods and

procedures used for acquiring the information needed for the solution of some specificproblems. It provides a scientific frame work for conducting a research.

Although research design may be classified by many criteria, the most useful

one concerns the major purpose of the investigation. On the basis, research design can

be classified into three classes Exploratory, Descriptive and Casual. If no formal

design or structural questionnaires are used, exploratory design is used. If a person is

conversant with the problem environment, or is conducting the research for some

specific purpose using structural questionnaire to gather information, the research

design is descriptive. Casual research design is used to establish cause and affect

relationship.

For descriptive studies and also casual studies, data analysis and project output

are critical aspects of research planning. This study uses descriptive design.


12/72

NEED FOR THE STUDY

The standard of living in India is improving year to year.People are able to effort fromluxury items .For self-satisfaction and need fulfillment.

With the opening up of the Indian economy and the liberalization policies of thecentral government.

Money leading international players have enter the Indian market.With their latesttechnology and international products.

So in order to know which brand has got good brand image and market.Share a studyis needed to know the market share.

By this analysis we will make on attempt to understand the buying behavior of theConsumers towards different brands and analysis the positive and future of Toyota

motors pvt. ltd.


13/72

Objectives of the Study

The study has been under taken to analyze the Perception of Consumer behaviour

towards the Toyota in Hyderabad with a special reference to the Toyota motors, the

other objectives are:

To know the strength and weaknesses of the Mahindra Toyota.

Brand name plays a vital role for launching a new product. To provide suggestions, in improving the customer satisfaction and the company sales

and profitability and image to increase the brand level.

To know the perception towards the Brand about the sales service offers to buy Toyotaproducts.

Examine the Perception of Consumer behaviour about the cars.


14/72

Importance of Consumer Behaviour

Ever increasing intensifying competition. More aggressive competitors emerging with greater frequency.

Changes basis of competition. Geographic sources of competition are becoming wider.

Niche attacks are becoming frequent. Pace of innovation is rapid.

Price competition becoming more aggressive. Product differentiation is declining.

The marketing concept involves understanding the needs of the consumers andtranslating these needs into products or services to satisfy these needs.


15/72

SCOPE OF THE STUDY

The present study covers Perception of Consumer behaviour of Toyota Company atHyderabad.

The processes at a company use to track an organize its contact with its current andprospective customer of Toyota company.

This project report has its trust on marketing activities of Toyota. This study confine to marketing strategies used by the organization mainly

promotional (Sales promotion advertising and publicity).

To increase the market for Toyota by attracting more and more customers.


16/72


17/72

2. External Sources

Information was gathered from Magazines likeAuto Expo, Car Bazaar, and Business

World & Business Today.Business dailies likeThe Economic Times, The Business Line etc.

News Paper likeThe Hindustan Times, Business Standard & The Corporate Times.

Apart from this some information was also taken from internet.

SAMPLING PROCESS:

Taking into account the practical considerations (such as time limit, cost, etc) thestudy a sample survey as the means of gathering primary information. A sample survey

allows a reason to concentrate his attention upon a relatively small number of people

and hence, to devote more time and energy to ensure that the information collected

from them is more accurate.

DEFINING THE POPULATION:

The first thing that a sample plan must include is the definition of the

population to be investigated. The population should be defined as clearly as possible.

The population chosen for the study, taking into consideration the objective of the

study is defined as, all the customer of four-wheeler.

SAMPLE DESIGN:

Sample design is the heart of the sample planning process. A sample design

involves specifications of the type of sample used, the appropriate sampling unit, and

the sample size.

TYPE OF SAMPLE:

The study use non-probability sampling. Most of the sampling in marketing

research is non-probability in nature. Of the various non probability methods,


18/72


19/72

LIMITATIONS OF STUDY:-

1: The study is restricted to only Radha Krishna Toyota Company

2: The study is related to just (2009-2010).

3: The data collection is limited to Perception of consumer behaviour only.

4: Due to the limitation of span of time and limited resources survey was conducted

for a period of 8 weeks.

5: Improper response from customers and buyers, but it was minimal.


20/72

Industrial profile

The automobile industry has changed the way people live and work. The earliest of

modern cars was manufactured in the year 1895.

Shortly the first appearance of the car followed in India. As the century turned, three

cars were imported in Mumbai (India). Within decade there were total of 1025

cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel

was used for transportation in India. In the beginning of 15th century Portuguese

arrived in China and the interaction of the two cultures led to a variety of new

technologies, including the creation of a wheel that turned under its own power. By

1600s small steam-powered engine models as developed, but it took another century

before a full-sized engine-powered vehicle was created.

The actual horseless carriage was introduced in the year 1893 by brothers Charles and

Frank Duryea. It was the first internal-combustion motor car of America, and it wasfollowed by Henry Ford's first experimental car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver

Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and

hood, and an aluminum body.

It was usually driven by chauffeurs and emphasis was on comfort and style rather than

speed. During the 1920s, the cars exhibited design refinements such as balloon tires,

pressed-steel wheels, and four-wheel brakes.

Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum

body. The 1937 Pontiac De Luxe sedan had roomy interior and rear- hinged back door

that suited more to the needs of families. In 1930s, vehicles were less boxy and more

streamlined than their predecessors.


21/72

The 1940s saw features like automatic transmission, sealed-beam headlights, and

tubeless tires.

The year 1957 brought powerful high-performance cars such as Mercedes-Benz

300SL. It as built on compact and stylized lines, and was capable of 230 km/h (144

mph).

This was the Indian automobile history, and today modern cars are generally light,

aerodynamically shaped, and compact.

Facts & Figures

The automobile industry in India is on an investment overdrive. Be it passenger car or

two-wheeler manufacturers, commercial vehicle makers or three-wheeler companies -

everyone appears to be in a scramble to hike production capacities. The country is

expected to witness over Rs 30,000 crore of investment by 2010.

Over the next one year, some 20 new cars will be seen on Indian roads. Take note of

this, Maruti Udyog is coming up with new SPLASH during the next few months.

Hyundai will also be unmasking the Verna and a brand new diesel car. General

Motors will be launching a mini and may be a compact car.

Most of the companies have made their intentions clear. Maruti Udyog has set up the

second car plant with a manufacturing capacity of 2.5 lakh units per annum for an

investment ofRs 6,500 crore ( Rs 3,200 crore for diesel engines and Rs 2,718 crore

for the car plant itself).

Hyundai and Tata Motors have announced plans for investing a similar amount over

the next 3 years. Hyundai will bring in more than Rs 3,800 crore to India. Tata Motors

will be investing Rs 2,000 crore in its small car project. General Motors will be

investing Rs 100 crore, Ford about Rs 350 crore and Toyota announced modest

expansion plans even as Honda Siel has earmarked Rs 3,000 crore over the next

decade for India - a sizeable chunk of this should come by 2010 since the company is


22/72

also looking to enter the lucrative small car segment.

Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors

have each announced well over Rs 1,000 crore of investment. Mahindra &

Mahindra's joint venture with International Trucks is expected to see an infusion of

at least Rs 500 crore.

Industry performance in 2008-09

The Indian automotive market managed to stand up to the vagaries of the economic

meltdown to show slightly positive growth during fiscal 2008- 09. Overall vehicle

sales at 97.23 lakh grew 0.71 per cent from 96.54 lakh units in 2007-08.

When major automotive markets reported a 30-40 per cent decline, only a handful of

countries managed to show positive growth. A few months ago, India was looking at

negative growth but has turned around. It is actually better than expected.

Passenger vehicle sales at 15.51 lakh registered flat growth while commercial

vehicle sales showed a 21 per cent drop .

SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per

cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per

cent growth for passenger vehicles. The three-wheeler segment may grow 5-8 per cent

growth while two-wheelers may show 3-5 percent growth.

The passenger vehicle market has weathered the downturn largely due to market leader

Maruti Suzuki which holds 48 percent of the market. The compact car giant clocked

7.22b lakh units for 2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars,

a growth of13 percent. Tata Motors sales grew 1.3 percent at 2.30 lakh units while

Mahindra & Mahindra posted 2.5 percent growth at 1.06 lakh units.

Most premium car maker s saw volumes shrink last fiscal. Toyota Kirloskar Motors

numbers Ford Indias fell 15 percent to 46,892 units while sales were down


23/72

17percent to 27,976 units. Honda Siel Cars India also saw a 17 percent drop at

52,420 units while General Motors India was down 8 percent to 61,526 units.

Among commercial vehicle makers, all major players saw substantial fall in volumes.

Market leader Tata Motors with a 60 percent plus share, showed 22 percent drop in

numbers at 2.34 lakh units while Ashok Leyland showed 37 percent drop at 47,632.

Eichers sales volume fell 37 percent at 17,341 units and Force Motors was down 28

percent at 7,819 units. The freight movement is unlikely to improve this fiscal which

will impact ruck sales. Two-wheeler sales grew 2.6 percent to 74.38 lakhunits. Hero

Honda has made up for the erosion of sales volume for other two-wheeler makers

including Bajaj Auto and TVS Motor Company, said Mr. Matta. Hero Honda

clocked 36.40 lakh units, a growth of12.5 percent. Bajaj Autos volumes dropped 23

percent to 12.86 lakh units while TVS saw a marginal decline at 11.36 lakh units.

Honda Motorcycle and Scooter India s sales surged 16 per cent to 10.15 lakh units.


24/72

Company Profile

In 2006, Toyota was engaged in a variety of projects designed to solidify its

foundations while continuing to grow. On the product front, Lexus launched its new

flagship model, the LS, and the new global Camry went on sale. In Japan, a new

Corolla range was introduced, emphasizing the importance of this bestselling car.

In manufacturing, several new projects were started around the world. In May,

manufacture of the Camry began in Guangzhou, China, while in the United States, the

Kentucky plant, which in October celebrated 20 years of production, started

manufacturing the first Toyota hybrid vehicle to be made in North America, the CamryHybrid. In November, the Texas plant began producing the new Tundra truck, a key

vehicle in Toyotas North American lineup. In Japan, Toyota Motor Kyushu, Inc.

began full-scale operations at its engine factory, while Toyota Motor Tohoku Co., Ltd.

increased its manufacturing capacity. In human resources development, following the

establishment of the Asia Pacific Global Production Center in Thailand in August

2005, Toyota established the North American Production Center in the U.S. in

February, and the European Global Production Center in the United Kingdom in

March. Established as branches of the Global Production Center in Japan, these were

created to spread Toyotas manufacturing knowledge and skills throughout the world in

pace with the rapid growth of Toyotas overseas manufacturing. The centers educate

trainers for local manufacturing plants in all regions, with trainees passing on what

they learn to team members on their return to their plants. In R&D, Toyota focused its

efforts on three key areas: environment, safety and energy. It made a special effort in

the area of the environment by expanding its lineup of hybrid vehicles, and has worked

on R&D relating to plug-in hybrid. In addition, as part of Toyotas efforts to respond to

the diversification of energy, in 2007 Toyota introduced a flex fuel vehicle* in the

Brazilian market that will run on 100% bio- ethanol fuel. From this point on, based on

the philosophy of providing the right car, in the right place, at the right time, and in

accordance with the infrastructure and customer needs of each region, Toyota will

continue to promote efforts to develop environmentally friendly technology and

vehicles.


25/72

CORPORATE DATA

Since its foundation, Toyota has conducted business with contributing to the

development of a prosperous society through the manufacture of automobiles as a

guiding principle. When I became president two years ago, I called on all employees to

work with me in returning to our origins and asking earnestly whether Toyota is truly

contributing to society and whether we are doing everything we should be doing. On

the occasion of Toyotas 70th anniversary, we will reinforce our measures designed to

return to our core principle, which is to "repay the earth and society through

technological innovation (and contribute to enhancing the quality of life everywhere.

Company Name Toyota Motor Corporation

Established August 28, 1937

Tokyo Head Office1-4-18 Koraku, Bunkyo-ku, Tokyo 112-8701, Japan

Phone: (03)3817-7111

Nagoya Office 4-7-1 Meieki, Nakamura- ku, Nagoya City, Aichi Prefecture 450-

8711, Japan

Phone: (052)552-2111

Head Office Toyota-Cho, Toyota City, Aichi Prefecture 471-8571,

Japan

Phone: (03)3817-7111

GUIDING PRINCIPLES

Honor the language and spirit of the law of every nation and undertake open and faircorporate activities to be a good corporate citizen of the world.

Respect the culture and customs of every nation and contribute to economic and socialdevelopment through corporate activities in the communities.

Dedicate our selves to providing clean and safe products and to enhancing the qualityof life everywhere through all our activities.


26/72

Create and develop advanced technologies and provide outstanding products andservices that fulfill the needs of customers worldwide.

Foster a corporate culture that enhances individual creativity and teamwork value,while honoring mutual trust and respect between labor and management.

Pursue growth in harmony with the global community through innovativemanagement.

Work with business partner s in research and creation to achieve stable, long-termgrowth and mutual benefits, while keeping ourselves open to new partnerships.

PERCEPTS

Be contributively to the development and welfare of the country by working together,regardless Of position, in faithfully fulfilling your duties.

Be at the vanguard of the times through endless creativity, inquisitiveness and pursuitof Improvement.

Be practical and avoid frivolity.

Be kind and generous; strive to create a warm, homelike atmosphere.

Be reverent, and show gratitude for things great and small in thought and deed.

History:

The story of Toyota Motor Corporation began in September 1933 when Toyota

Automatic Loom created a new division devoted to the production of automobiles

under the direction of the founder's son, Kiichiro Toyota. Soon thereafter, the division

produced its first Type A Engine in 1934, which was used in the first Model A1


27/72

passenger car in May 1935 and the G1 truck in August 1935. Production of the Model

AA passenger car started in 1936.

Although the Toyota Group is most well known today for its cars, it is still in the

textile business and still makes automatic looms (fully computerized, of course), and

electric sewing machines which are available worldwide.

Toyota Motor Co. was established as an independent company in 1937. Although the

founding

family name is Toyoda; the company name was changed to:

Signify the separation of the founders' work life from home life; Simplify the pronunciation, and Give the company an auspicious beginning.

Toyota is considered luckier than Toyoda in Japan, where eight is regarded as a lucky

number, and eight is the number of strokes it takes to write Toyota in Katakana.

During the Pacific War the company was dedicated to truck production for the

Imperial Army.

Because of severe shortages in Japan, military trucks were kept as simple as possible.

For example, the trucks had only one headlight on the center of the hood. Commercial

passenger car production started in 1947 with the model SA. In 1950 a separate sales

company Toyota Motor Sales Co. was established (which lasted until July 1982). In

April 1956 the Toyota dealer chain was established.


28/72

Replica of t he Toyota Model AA, the first production model of Toyota in 1936

HEADQUARTERS: TOYOTA CITY, JAPAN

ASSEMBLY PLANTS OVER THE WORLD

Toyota has factories all over the world, manufacturing or assembling vehicles for local

markets, including its most popular model, the Corolla. Toyota has manufacturing or

assembly plants in the United States, Australia, Canada, Indonesia, Poland, South

Africa, Turkey, the United Kingdom, France, Brazil, and more recently India,

Argentina and Czech Republic. Toyota also builds and sells cars in China in a

joint venture with Tianjin Xiali. Toyota New Zealand assembled vehicles until 1998,

when it switched to importing cars from Japan and Australia. Cars from these plants

are often exported to other countries.

Out of 100 MUV S

TOYOTA INNOVA 25MAHINDRA SCORPIO 20

TATA SAFARI 18

TOYOTA QUALIS 14

CHEVROLET TAVERA 11

MAHINDRA XYLO 07

MISTUBISHI PAJERO 05

TOTAL 100
http://en.wikipedia.org/wiki/Image:Toyota_svg.svg


29/72

TOYOTA IN INDIA


30/72

Dealer Profile

RADHA KRISHNA TOYOTA AUTOMOBILE (PVT) LTD

Radha Krishna Toyota Automobiles was established in 2008. Radha Krishna Toyota

automobiles were the second authorized dealers of Toyota.

Commanding Presence:

Radha Krishna Toyota Automobiles as a centralized air-conditioned showroom of

Toyota automotives its kind in Hyderabad, spread gracefully and decorated elegantly

over an impressive 8100 sq.ft at Hyderabad, Being equipped with affable front office

staff and adept professional technicians, Provide a perfect of quality Service and

Reliability.

Space Friendly:

The interiors are aimed at making you feel completely at ease, in luxury. Because for

us the customer is king, one who deserves a regal offering. The setting is apt for times

when you need to switch into a relaxed state of mind.

Technology to Stay Ahead:

We are equipped with the latest technological advancement in the industry, in order to

give the best of services when it matters. Not just to be part of, But to build the future,

is our motto.

Ambience the Exude Relaxation:

Ours is one of the few service centers to be equipped with a fully-fledged customer-

waiting lounge. A part from a television and pool table, it had a wed kiosk to keep u

connected all the time.


31/72


32/72

Since 1933, when Toyota first began manufacturing MUVs & LCVs, M&M have been

engaged in a single-minded endeavor to bring you cars that only state-of-the- art, but

are also some for the most environment-friendly vehicles in this world-a reflection of

our commitment and care, for better environment.

At the heart of every Toyota is a unique engineering and an optimal mix of power and

economy. All this is supported by Toyota Quality Revolution wide dealership

network and automated workshop that provide excellent after sale service The

Company has constantly exploring new opportunity to define the shape to tomorrow

driving technology.

Promotional Activities:

The promotional activities adopted by United Automobiles are

1. Test Driving

2. Free Driving

3. Hoarding

4. Discounts

5. Advertisement in Newspaper and magazines

6. Gift Schemes

7. Free Services

8. Mileage Contents

Promotional expenses have been borne by both United Automobiles and M&M, shares

in advertisement cost.

Service Offered:

Six service and paid service after sale of Cars.

Free checkups campaigns Finance through bank


33/72

Demonstration for new products Acceptance of warranty claims

Working Time in United Automobiles:

Working hours in United Automobiles are 12 hours per day starting from 9:30 am to

9:30pm with one-hour break for lunch and 15 minutes for evening tea and coffee.

Non automotive activities

aerospace

philanthropy higher education robotics finance agricultural biotechnology finance information government bailouts production and sales numbers others

Product available at Radha Krishna Toyota:

Radha Krishna Toyota Automobiles is the Dealer of Toyota Company. Toyota

Company manufacturer various types of SUV S, Trucks, Hybrids, Cars

Allion Alphard Auris Aurion Avalon Avanza Avensis Aygo


34/72

Bb Belta Blade Camry Century Corolla Crown Dyna Estima FJ cruser Fortuner Harrier Highlander Hilux Innova Land cruiser prado Prius Wish Etios

Products available in Radha Krishna Toyota:

CAR MODELS (INDIA) EX- SHOWROOM (MUMBAI)

AMOUNT IN INR.

INNOVA 8,01,738

COROLLA ALTIS 11,31,900

CAMRY 22,84,800

PRADO 42,27,300

FORTUNER 35,20,000

PRIUS 33,51,000

LAND CRUISER 1,00,00,000

Table- Products in RK Toyota


35/72

Radha Krishna Achievements

Ranking 1st in TDMS usage pan India in 2009. TSM basic certified in very first year of operations. Ranked 14 in CS800+ first phase with 779 points. EM certification successfully completed in 2009.

GOALS of Radha Group2009

Sustaining the customer retention by 95%. 850 in JDP CSI survey in 2 phase of CS 800+. Three star dealer award for 2009. Improvement of skills in technical information. Reduction of warranty error rate to 0%.

Achievements

Bagged bulk order of 50 innovas from M/S easy cabs. Another 50 vehicles in the pipe line. Delivered prado during the month. Ranked 1st in TDMS usage pan India2nd quarter 2009.

Goals for 2009 RKT service

o Target of 15000 BPU s, 4.2 cores part of f take & 52000 liters of TGMO for 2009.o TSM basic certification for body & paints by end of December 2009.o TSM advanced (EM &MRS) certification.o Sustaining the customer retention by 95%.o 850 in JDP CSI survey.


36/72

o Three star dealer award for 2009.o Improvement of skills in technical information.o Reduction of warranty error to 0%.o Aspiring to be the best dealer in radha group and also in TKM.o Improving the VAS contribution to 25% in labor revenue leads to profitability.

2009 Achievements

Increased CPUS from 25 to 65 per day with an overall growth of 343% when

compared to YTM of 2008 to that of 2009 (2008 YTM CPUS 1586:2009 YTM

CPUS: 5430).

Increased BPUS from 3 to 6 per day resulting in overall growth of 329% between

2008 to that of 2009.

Increased the overall revenue of labor earnings for both GS&BP by 312% when

compared to YTM of 2008 vs. 2009.

Increased the technicians certification from 3 to 11

Increased the appointments rate from 10% to 55%.

Decreased warranty error rate to 3.5% YTD.

Improved the F.1 rating to 4.5.

The best seller of smiles packages among the dealers in the state.

Achieved 14th rank in all India level and first in the state in the 2009 track-ICSI

result.

In active to active

Strengthened the service marketing team and divided them in to several groups so that,to take care of different segment customers.

Increased the retention rates. Started reaching the in active customers through knock-thedoor campaign at their

door steps by utilizing the service marketing team.


37/72

Promotion of smiles packages to inactive customers & converting them to active ones.

Increased MSV camps to the interiors of the territory.

Creating the awareness about the smile packages to fleet operators has increased theopportunities of increased 5k service visits of the fleet vehicles.

Continuously following up with the inactive customers through tale & Directmarketing strategies, identifying their concerns resolving them has increased the

opportunities of converting the inactive customers to active ones.

Selling the Service Parts of Quality yes model vehicles to the Local Garages hasincreased the confidence level of the customers on the Toyota Products


38/72

Data Analysis

QUESTIONNAIRE

I, Ravikumar.P pursuing MBA II Year in GLOBAL EDUCTION

CENTER doing a project titled PERCEPTION OF CONSUMER BEHAVIOUR

with reference to RADHA KRISHNA TOYOTA PVT LTD., seek your cooperation

in the completion of my project work by responding to the following questions. I

request your honest response to the questionnaire. I assure you that data will be kept

confidential and used only for the academic purpose.

Customer Name.

Signature

Contact number..

Date

Q1: What is was your need regarding TOYOTA?

..

Q2: Are you getting total value of the money?

(1)High Value (2) Total Value (3) Somewhat Value (4) Nothing

Q3: How is price of the TOYOTA?

(1)Very costly (2) Costly (3) reasonable

Q4: What do you want extra in TOYOTA?

(1). (2) (3)


39/72

Q5: Top of Mind (TQM)

a) How do you got to know about TOYOTA?(1)Advertisement (2) Friends (3) Newspaper (4) Magazines (5) Others

Q6: Mode of purchase?

(1)Finance (2) CashQ7: Who influence to purchase TOYOTA?

(1)Self Decision (2) Kids (3) Friends (4) Other Family Member

Q8: How much you are satisfied with TOYOTA

(1)Highly satisfied (2) Satisfied (3) Highly Dissatisfied (4) DissatisfiedQ9: Is advertisement is helpful for decision making?

(1)Really helpful (2) Sometime helpful (3) It is not helpfulQ10: Availability of TOYOTA Spare parts.

(1) Hardly Available (2) Available (3) Easily Available

Q11: Brand Preference?

(1) Xylo (2) Scorpio (3) Safari (4) Innova

Q12: Are you satisfied with the after sale service of TOYOTA

(1) Highly satisfied (2) Satisfied (3) Dissatisfied (4) Highly

Dissatisfied

Q13: How is your Company contact?

(1)Once in a month (2) once in quarter (3) On every Occasion (4) Never

Signature of the customer


40/72


41/72

24% customers had to buy an economical/reasonable car. 15% customer had to buy luxary and comfortable car.

QUESTION NO - 2

2.Value Perception of the Customers towards Toyota Cars

PARTICULAR NO.OF RESPONDENT PERCENTAGE

HIGH VALUE 36 36%

TOTAL VALUE 43 43%

SOMEWHAT VALUE 18 18%

NO VALUE 03 3%TOTAL 100 100%

Table :-Value Perception of the Customers towards Toyota Cars

Pie chart of Interpretation2:

Figure :- Value Perception of the Customers towards Toyota Cars

INTERPRETATION:-

From the Interpretation 2 it is concluded that.....

36% customers are getting high value from the Toyota 43% customers are getting total value from the Toyota

36%

43%

18%

3%

HIGH VALUE

TOTAL VALUE

SOMEWHAT VALUE

NO VALUE


42/72

18% customers are getting little value from the Toyota only 3% customers are not getting value from the Toyota

QUESTION NO -33. Price of the Toyota Products:

PARTICULARS NO.OF RESPONDENT PERCENTAGE

VERY COSTLY 0 0%

COSTLY 25 25%

REASONABLE 75 75%

TOTAL 100 100%

Table :- Price of the Toyota ProductsPie chart of Interpretation3:

Figure :- Price of the Toyota Products

INTERPRETATION:-

FROM THE INTERPRETATION 3 IT IS CONCLUDED THAT...

0% customers are not recognized Toyota as a very costly car. 25% customers are recognized it as a only costly car. 75% customers are very comfortable with the pr ice of the Toyota, and recognized it as

a reasonable car.

25%

75%

0

VERY COSTLY

COSTLY

RESONABLE


43/72

QUESTION NO -4

4. Customers want Extra Facilities in Toyota carsPARTICULER NO.OF RESPONDENT PERCENTAGE

MUSIC SYSTEM 21 21%

LUGGAGE SPACE 29 29%

SMALL REGRIGRETOR 18 18%

ULTRA POWER STEER. 14 14%

ABS 18 18%

TOTAL 100 100%Table :- Customers wants Extra Facilities in Toyota cars

Pie chart of Interpretation4:

Figure :- Customers wants Extra Facilities in Toyota cars

INTERPRETATION:-

From the Interpretation 4, it is concluded that...

21% customers want music system in Toyota Cars 29% customers want luggage space in Toyota Cars 18% customers having a unique demand, they want a small friz in the Toyota Cars 14% customers believe in comfortable driving and they want ultra power steering in

Toyota Cars

21%

29%

18%

14%

18%MUSIC SYSTEM

LUGGAGE SPACEREFRIGRETOR

ULTRA POWER STEERING

ABS


44/72

18% customers really believe in technology, they want abs in their Toyota Cars.

QUESTION NO -5

5.How customer got to know about Toyota

PARTICULAR NO. OF RESPONDENT NO. OF RESPONDENT

T.V ADVERTIESMENT 36 36%

FRIENDS 10 10%

NEWS PAPER 16 16%

MAGAZINES 16 16%

OTHERS 22 22%

TOTAL 100 100%

Table :- how customer got to know about Toyota

Pie Chart of Interpretation - 5

Figure :- How customer got to know about Toyota

INTERPRETATION:-


36% customers got to know about Toyota through advertisement. 10% customers bought the Toyota through friends. 16% customers got to know about Toyota through newspaper. 16% customers go through the magazines. 22% customers got to know about the Toyota through other sources.

36%10%16%16%

22

T.V ADVERTIESMENT

FRIENDS

NEWSPAPER

MAGAZINES

OTHER


45/72

QUESTION NO6

6. Mode of Purchase...

PARTICULAR NO. OF RESPONDENT PERCENTAGE

FINANCE 71 71%

CASH 29 29%

TOTAL 100 100%

Table :- Mode of Purchase...

Pie chart of Interpretation - 6

Figure :- Mode of Purchase...

INTERPRETATION:-


71% of the Toyota customers have gone through the finance. 21% of the Toyota customers have gone through the cash.

71%

29%

FINANCE

CASH


46/72

QUESTION NO7

7. Customer Satisfaction towards Toyota

PARTICULARS NO. OF RESPONDENT PERCENTAGE

HIGHLY SATISFIED 54 54%

SATISFIED 32 32%

DISSATISFIED 07 7%

HIGHLY DISSATISFIED 07 7%

TOTAL 100 100%

Table :- Customer Satisfaction towards Toyota

Pie chart of Interpretation7

Customer Satisfaction towards ToyotaFigure

INTERPRETATION:-


o 54% customers are highly satisfied with the Toyota performance.o 32% customers are only satisfied with the Toyotao 7% customers are dissatisfied with the Toyotao 7% customers are really not happy with the Toyota product and they are highly

54%32%

7%

7%

HIGHLY SATISFIED

SATISFIED

DIS SATISFIED

HIGHLY DIS SATISFIED


47/72

dissatisfied with the Toyota

QUESTION NO8

8. Influence to Purchase Toyota

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

SELF DECISION 46 46%

KIDS 18 18%

FRIENDS 18 18%

OTHER FAMILY MEMBERS 18 18%

TOTAL 100 100%

Table :-Influence to Purchase Toyota


Figure :-Influence to Purchase Toyota

INTERPRETATION:-

from the interpretation 8, it is concluded that...

46% customers have taken self decision 18% customers decision was influenced by kids

18% customers decision was influenced by friends 18% customers were influenced by other family members including kids

46%

18%

18%

18%

SELF DECISION

KIDS

FRIENDS

OTHER FAMILY MEMBER


48/72

54% customers are influenced by their family

QUESTION NO9

9. Role of Advertisements in Decision Making

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

REALLY HELPFUL 54 54%

SOMETIME IT IS HELPFUL 36 36%

NOT HELPFUL 10 10%

TOTAL 100 100%

Table 6.1.9 Role of Advertisements in Decision Making


Figure :- Role of Advertisements in Decision Making

INTERPRETATION:-


54% customers believe that TV advertisement is really helpful in decision making. 36% customers said that, it is sometime helpful in decision making. Only 10% customers do not believe that, TV advertisement is not helpful in decision

making.

54%36%

10%

0

REALLY HELPFULL

SOMETIME IT IS HELPFUL

NOT HELPFULL


49/72

QUESTION NO10

10. Availability of Spare Parts of Toyota

PARTICULAR NO. OF RESPONDENT PERCENTAGEHARDLY AVAILABLE 32 32%

AVAILABLE 22 22%

EASILY AVAILABLE 46 45%

Total 100 100%

Availability of Spare Parts of ToyotaTable

Pie chart Interpretation - 10

Availability of Spare Parts of ToyotaFigure

INTERPRETATION:-


32% customers are not happy with the availability of spare parts of Toyota 22% customers said that, spare parts of Toyota are available in the market. 46% customers are really happy with the availably of Toyota spare parts, they are

32%

22%

46%

0

HARDLY AVAILABLE

AVAILABLE

EASILY AVAILABLE


50/72

easily available in the market.

QUESTION NO11

11. Customers Recommendation to others


INNOVA 64 64%

SCORPIO 11 11%

SAFARI 14 14%

XYLO 11 11%

TOTAL 100 100%

Table :- Customers Recommendation to others

Pie chart of interpretation - 11

Figure :- Customers Recommendation to others

INTERPRETATION:-


64% customers would like to prefer Toyota Innova to their friends and familymembers.

11% customers would prefer Mahindra Scorpio to their friends and family members. 14% customer would prefer Tata Safari

64%11%

14%

11%

TOYOTA INNOVA

MAHINDRA SCORPIO

TATA SAFARI

MAHINDRA XYLO


51/72

11% customers would like to prefer Xylo to their friends and family members.

QUESTION NO12

12. Customer Satisfaction with after Sales and Service


HIGHLY SATISFIED 21 21%

SATISFIED 57 57%

DISSATISFIED 11 11%

HIGHLY DISSATISFIED 11 11%

TOTAL 100 100%

Table 6.1.12 Customer Satisfaction with after Sales and Service


Figure :- Customer Satisfaction with after Sales and Service

INTERPRETATION:-


o 21% customers are highly satisfied with the after sale service of Toyota.o 57% customers are only satisfied with the after sale service of Toyota.o 11% customers are not satisfied with the after sale service of Toyota.

21%

57%

11%

11%

HIGHLY SATISFIED

SATISFIED

DIS SATISFIED

HIGHLY DISSATISFIED


52/72

o 11% customers are highly dissatisfied with the after sale service of Toyota.

QUESTION NO13

13. Company Contact & Communication after Sale


ONCE IN A MONTH 25 25%

ONCE IN A QUARTER 14 14%

ON EVERY OCCASION 14 14%

NEVER 46 46%

TOTAL 100 100%

Table :- Company Contact & Communication after Sale


Figure :- Company Contact & Communication after Sale

INTERPRETATION:-

From the interpretation 13, it is concluded that...

According to 25% customers, company contacts the customer once in a month.

According to 14% customers, company contacts the customer only once in a quarter.

According to 14% customers, company contacted the customer on every occasion.

25%

14%

14%

46%ONCE IN A MONTH

ONCE IN A QUARTER

ON EVERY OCCASION

NEVER


53/72

According to 46% customers, company did not contact the customer till now.

LIMITATIONS

Taking the market conditions into consideration the survey, which includes a sample of100, was a respective one.

Due to the limitation of span of time and limited resources survey was conducted for aperiod of 8 weeks.

The geographic region covered for the survey was limited to the boundaries ofHyderabad City

Improper response from customers and buyers, but it was minimal.

The survey was conducted at the residential localities and the person who owns theToyota.

Minimal possible bias in administrating the questions at the survey conducted areas.

The reaction and attitude are subjected to changes according to the needs and time.

Some locations in the Hyderabad city were very difficult to find out, so to cover thoseareas I took telephonic interview.

Especially in telephone, customers were not responding properly. But it was

minimal.


54/72

FINDINGS

Basing on the data gathered from the customers, which was analyzed, the following

observations are made.

Toyota is providing quality products to the customers.

By findingToyota as a family car, majority of the customers preferred it.

Toyota has an ability to give total value to the customers.

Majority of the customers are really satisfied with the XYLOs price. The XYLOsprice is very reasonable when compared to the TATA SAFARI and TOYOTA

INNOVA.

Toyota Most of the customers are really satisfied with

Now days family members are playing a major role in buying pattern and especiallykids are playing a vital role in deciding the color of the car. Apart from that, majority

of the customers are taking their own decision in buying Toyota

Most of the customers are attracted to purchase Toyota through the TVBadvertisements. Also print media like magazines and newspapers Played a major role

Toyota in the sale of

79% customers have gone through the finance. Now it could be a great opportunity forthose banks, which are providing auto finance to the customers.

Large amount of customers believe that TV advertisements are really helpful indecision making. But some customers thought that, TV advertisement is not so much

helpful in decision making.


55/72

Almost 78% customers are satisfied with the after sale services.

The spare parts of the Toyota are easily available in the market

Customers are really satisfied with Toyota and the majority of the customers wouldToyota suggest to their friends or family members to buy in future.

46% customers said that, Company did not contacted them even a single time afterthey bought the Toyota

Most of the customers wants music system and luggage space in the Toyota


56/72

RECOMMENDATIONS

After analyzing the findings, the following recommendations have been

prepared. Great care has been taken in making these recommendation for improvement

of customer satisfaction:

A constant urge to upgrade and keep pace with the changing times gives organization

the competitive advantages or cutting edge over the competition.

The service centre must be ready with all type of spare parts all over the time.

The after sale service has to be improved and make availability at service centre evenin rural areas so as to face the competition existing in the MPV segments.

Introduce new multicolor graphics, which would be attracting more people, especiallykids.

There is very less advertising for Toyota. The advertising has to be done repeatedly sothat the brand awareness could be maintained and new customers are attracted, which

helps in improving the market share.

Introduce low installments and low down payment schemes to attract more people.

Satisfy existing customers by giving more values and offers.

Company has to contact the customers more and more frequently.


57/72

CONCLUSION

1. The in depth analysis encompassing all most all aspects of the automobileindustry has reveled that customer satisfaction plays a very important role in

the success of products.

2. The analysis reveals that undoubtedly Toyota has good quality and competeswith other companies.

3. The information gathers from the respondents clearly support the view heldthat Toyota is first position in the automobile industry.

4. The analysis reveals that at the pioneering stage it maintain the sales of Toyotais first position and, introduced many new model with different price range.

5. Advertising also plays an important role for success of the product. Theinformation gather from respondents reveal that Toyota has more models when

compared with its competitors, and the price range of Toyota has less when

compared with its competitors. This is also one of the reason for good sales.

6. The sale of Toyota is more because it has created its own image and gain brandloyalty among customers.

7. The price range of Toyota is very high and the marketing of the product is notthat effective


58/72

ANNEXURE-I

QUESTIONNAIRE

I, P.Ravikumar pursuing MBA II Year in GLOBAL EDUCTION

CENTER doing a project titled PERCEPTION OF CONSUMER BEHAVIOUR

with reference to RADHA KRISHNA TOYOTA PVT LTD., seek your cooperation

in the completion of my project work by responding to the following questions. I

request your honest response to the questionnaire. I assure you that data will be kept

confidential and used only for the academic purpose.

Customer Name.

Signature

Contact number..

Date

Q1: What is was your need regarding TOYOTA?

..

Q2: Are you getting total value of the money?

(1)High Value (2) Total Value (3) Somewhat Value (4) Nothing

Q3: How is price of the TOYOTA?

(1)Very costly (2) Costly (3) reasonable

Q4: What do you want extra in TOYOTA?


59/72

(1). (2) (3)

Q5: Top of Mind (TQM)

b) How do you got to know about TOYOTA?(2)Advertisement (2) Friends (3) Newspaper (4) Magazines (5) Others

Q6: Mode of purchase?

(2)Finance (2) Cash

Q7: Who influence to purchase TOYOTA?

(2)Self Decision (2) Kids (3) Friends (4) Other Family MemberQ8: How much you are satisfied with TOYOTA

(2)Highly satisfied (2) Satisfied (3) Highly Dissatisfied (4) DissatisfiedQ9: Is advertisement is helpful for decision making?

(2)Really helpful (2) Sometime helpful (3) It is not helpfulQ10: Availability of TOYOTA Spare parts.

(1) Hardly Available (2) Available (3) Easily Available

Q11: Brand Preference?

(1) Xylo (2) Scorpio (3) Safari (4) Innova

Q12: Are you satisfied with the after sale service of TOYOTA

(1) Highly satisfied (2) Satisfied (3) Dissatisfied (4) Highly

Dissatisfied

Q13: How is your Company contact?

(2)Once in a month (2) once in quarter (3) On every Occasion (4) Never


60/72

Signature of the customer

AnnexureII

Toyota Car Model:

INNOVA COROLLA (ALTIS)

FORTUNER ETIOS
http://en.wikipedia.org/wiki/Image:Toyota_svg.svghttp://en.wikipedia.org/wiki/Image:Toyota_svg.svghttp://en.wikipedia.org/wiki/Image:Toyota_svg.svghttp://en.wikipedia.org/wiki/Image:Toyota_svg.svg


61/72

ANNEXURE-3 SYNOPSIS

INTRODUCTON

Perception of Consumer behaviour:-

Perception of Consumer behaviour refers to the mental and emotional process and the

observable behaviour of consumers during searching, purchasing and post

consumption of a product or service.

Perception of Consumer behaviour involves study of how people buy, what they buy,

when they buy and why they buy. It blends the elements from psychology, sociology,

socio-psychology, anthropology and economics. It also tries to assess the influence on

the consumer from groups such as family, friends, reference groups and society in

general.

Buyer behaviour has two aspects: the final purchase activity visible to any observer

and the detailed or short decision process that may involve the interplay of a number of

complex variables not visible to anyone.

Definition:

Consumer buying decision process is the processes undertaken by consumer in

regard to a potential market transaction before, during and after the purchase of a

product or service.

Consumer decision making process generally involves five stages:

Figure -Consumer Decision

Need

Recognition Search

Informatio

n

Alternative

Evaluation

Purchase Action

Post

Purchase


62/72

NEED FOR THE STUDY

The standard of living in India is improving year to year.People are able to effort fromluxury items .For self-satisfaction and need fulfillment.

With the opening up of the Indian economy and the liberalization policies of thecentral government.

Money leading international players have enter the Indian market.With their latesttechnology and international products.

So in order to know which brand has got good brand image and market.Share a studyis needed to know the market share.

By this analysis we will make on attempt to understand the buying behavior of theConsumers towards different brands and analysis the positive and future of Toyota

motors pvt. ltd.

Objectives of the Study

The study has been under taken to analyze the Perception of Consumer behaviour

towards the Toyota in Hyderabad with a special reference to the Toyota motors, the

other objectives are:

To know the strength and weaknesses of the Mahindra Toyota.

Brand name plays a vital role for launching a new product.


63/72

SCOPE OF THE STUDY

The present study covers Perception of Consumer behaviour of Toyota Company atHyderabad.

The processes at a company use to track an organize its contact with its current andprospective customer of Toyota company.

METHDOLOGY AND DATA BASE

SOURCES OF DATA:

The data collected from both primary and secondary sources.

PRIMARY DATAThe primary data will be collected through the interactions and discussions

with the Toyota company official and customers.

SECONDARY DATAThe secondary data will be collected through Toyota company official records,

Newspapers, journals books and Toyota company websites.


64/72

PERIOD OF THE STUDY:

The present study covers for a period of one year (2009-2010).

My project was for a period of -45days.

LIMITATIONS OF STUDY:-

1: The study is restricted to only Radha Krishna Toyota Company

2: The study is related to just (2009-2010).

3: The data collection is limited to Perception of consumer behavior.

REVIEW OF LITERATURE

Consumer buying behavior is the decision process and acts of people involved in

buying and using products.

A firm need to understand and analyze buying behavior of consumer and this can be

dome by developing an marketing strategy because it creates a great impact in the

market.

Moreover marketers can better predict how consumers will respond to marketing

strategies


65/72

Company Profile

In 2006, Toyota was engaged in a variety of projects designed to solidify its

foundations while continuing to grow. On the product front, Lexus launched its new

flagship model, the LS, and the new global Camry went on sale. In Japan, a new

Corolla range was introduced, emphasizing the importance of this bestselling car.

In manufacturing, several new projects were started around the world. In May,

manufacture of the Camry began in Guangzhou, China, while in the United States, the

Kentucky plant, which in October celebrated 20 years of production, startedmanufacturing the first Toyota hybrid vehicle to be made in North America, the Camry

Hybrid. In November, the Texas plant began producing the new Tundra truck, a key

vehicle in Toyotas North American lineup. In Japan, Toyota Motor Kyushu, Inc.

began full-scale operations at its engine factory, while Toyota Motor Tohoku Co., Ltd.

increased its manufacturing capacity. In human resources development, following the

establishment of the Asia Pacific Global Production Center in Thailand in August

2005, Toyota established the North American Production Center in the U.S. in

February, and the European Global Production Center in the United Kingdom in

March. Established as branches of the Global Production Center in Japan, these were

created to spread Toyotas manufacturing knowledge and skills throughout the world in

pace with the rapid growth of Toyotas overseas manufacturing. The centers educate

trainers for local manufacturing plants in all regions, with trainees passing on what

they learn to team members on their return to their plants. In R&D, Toyota focused its

efforts on three key areas: environment, safety and energy. It made a special effort in

the area of the environment by expanding its lineup of hybrid vehicles, and has worked

on R&D relating to plug-in hybrid. In addition, as part of Toyotas efforts to respond to

the diversification of energy, in 2007 Toyota introduced a flex fuel vehicle* in the

Brazilian market that will run on 100% bio- ethanol fuel. From this point on, based on

the philosophy of providing the right car, in the right place, at the right time, and in

accordance with the infrastructure and customer needs of each region, Toyota will

continue to promote efforts to develop environmentally friendly technology and

vehicles.


66/72

CORPORATE DATA

Since its foundation, Toyota has conducted business with contributing to the

development of a prosperous society through the manufacture of automobiles as a

guiding principle. When I became president two years ago, I called on all employees to

work with me in returning to our origins and asking earnestly whether Toyota is truly

contributing to society and whether we are doing everything we should be doing. On

the occasion of Toyotas 70th anniversary, we will reinforce our measures designed to

return to our core principle, which is to "repay the earth and society throughtechnological innovation (and contribute to enhancing the quality of life everywhere.

Company Name Toyota Motor Corporation

Established August 28, 1937

Tokyo Head Office1-4-18 Koraku, Bunkyo-ku, Tokyo 112-8701, Japan

Phone: (03)3817-7111

Nagoya Office 4-7-1 Meieki, Nakamura- ku, Nagoya City, Aichi Prefecture 450-

8711, Japan

Phone: (052)552-2111

Head Office Toyota-Cho, Toyota City, Aichi Prefecture 471-8571,

Japan

Phone: (03)3817-7111

GUIDING PRINCIPLES

Honor the language and spirit of the law of every nation and undertake open and faircorporate activities to be a good corporate citizen of the world.

Respect the culture and customs of every nation and contribute to economic and socialdevelopment through corporate activities in the communities.

Dedicate our selves to providing clean and safe products and to enhancing the quality


67/72

of life everywhere through all our activities.

Create and develop advanced technologies and provide outstanding products andservices that fulfill the needs of customers worldwide.

Foster a corporate culture that enhances individual creativity and teamwork value,while honoring mutual trust and respect between labor and management.

Pursue growth in harmony with the global community through innovativemanagement.

Work with business partner s in research and creation to achieve stable, long-termgrowth and mutual benefits, while keeping ourselves open to new partnerships.

PERCEPTS

Be contributively to the development and welfare of the country by working together,regardless Of position, in faithfully fulfilling your duties.

Be at the vanguard of the times through endless creativity, inquisitiveness and pursuitof Improvement.

Be practical and avoid frivolity.

Be kind and generous; strive to create a warm, homelike atmosphere.

Be reverent, and show gratitude for things great and small in thought and deed.

History:

The story of Toyota Motor Corporation began in September 1933 when Toyota

Automatic Loom created a new division devoted to the production of automobiles

under the direction of the founder's son, Kiichiro Toyota. Soon thereafter, the division


68/72

produced its first Type A Engine in 1934, which was used in the first Model A1

passenger car in May 1935 and the G1 truck in August 1935. Production of the Model

AA passenger car started in 1936.

Although the Toyota Group is most well known today for its cars, it is still in the

textile business and still makes automatic looms (fully computerized, of course), and

electric sewing machines which are available worldwide.

Toyota Motor Co. was established as an independent company in 1937. Although the

founding

family name is Toyoda; the company name was changed to:

Signify the separation of the founders' work life from home life; Simplify the pronunciation, and Give the company an auspicious beginning.

Toyota is considered luckier than Toyoda in Japan, where eight is regarded as a lucky

number, and eight is the number of strokes it takes to write Toyota in Katakana.

During the Pacific War the company was dedicated to truck production for the

Imperial Army.

Because of severe shortages in Japan, military trucks were kept as simple as possible.

For example, the trucks had only one headlight on the center of the hood. Commercial

passenger car production started in 1947 with the model SA. In 1950 a separate sales

company Toyota Motor Sales Co. was established (which lasted until July 1982). In

April 1956 the Toyota dealer chain was established.


69/72

69

BIBLIOGRAPHY

BOOKS AUTHOR

MARKETING MANAGEMENT PHILLIP KOTLER, KOSHI & JHA

PRINCIPAL OF MARKETING PHILIP KOTLER AMSTRONG

RESEARCH METHODOLOGY R.C KOTHARI

CONSUMER BEHAVIOR LOUDON & DELLA BITTA

WEBSITES:

http://www.carwale.com

http://www.google.com

http://www.Toyotabharat.com

PRINT MEDIA:

THE TIMES OF INDIA THE HINDU AUTO EXPO MAGAZINES AUTO CAR MAGAZINES BUSINESS WORLD MAGAZINES


70/72

70

CHAPTERIZATION:

CHAPTER- 1

IntroductionPERCEPTION OF CONSUMER BEHAVIOUR Need of the study Objectives of the study Scope of the study Importance of the study Period of the study Methodology of study Limitations of study

CHAPTER-2

Review of literature

CHAPTER-3

Company profileCHAPTER-4

Bibliography


71/72

71

BIBLIOGRAPHY

BOOKS AUTHOR

MARKETING MANAGEMENT PHILLIP KOTLER, KOSHI & JHA

PRINCIPAL OF MARKETING PHILIP KOTLER AMSTRONG

RESEARCH METHODOLOGY R.C KOTHARI

CONSUMER BEHAVIOR LOUDON & DELLA BITTA

WEBSITES:

http://www.carwale.com

http://www.google.com

http://www.Toyotabharat.com

PRINT MEDIA:

THE TIMES OF INDIA THE HINDU AUTO EXPO MAGAZINES AUTO CAR MAGAZINES BUSINESS WORLD MAGAZINES


72/72

Consumer Behaviour Rdp

Documents

Transcript of Consumer Behaviour Rdp