EXECUTIVE SUMMARY

Executive summary
With a view to find out customer behavior and their preferences and there satisfaction level the survey was conducted. Our survey was customer survey .This survey was conducted to know customer behavior, preferences and their satisfaction level regarding school buses. For the survey the total sample size selected 100 out of 500 populations on the basis of expert judgment sampling method. For the data collection, I have used expert judgment method. I have taken the reference of my official guide. I was given the data by sales manager. I had visited them personally and collect information from them. Research instrument was questionnaire and approach method was a personal interview. Secondary data were collected directly from the literature available in library and from internet. A TATA motor is the largest company in the TATA GROUP with the total income of US $ 3.98 BILLION. In the year1004-1005.More then 3 MILLION TATA vehicles play on Indian roads making TATA a dominating force in Indian automobile industry. TATA MOTORS is Indias only fully integrated automobile manufacturer with a portfolio that covers trucks, buses, utility vehicles and passenger cars. Tata Motors, the first company from India's engineering sector to be listed in the New York Stock Exchange (September 1004), has also emerged as a global automotive company. In 1004, it acquired the Daewoo Commercial Vehicles Company, Korea's second largest truck maker.

RESEARCH DESIGN

RESEARCH DESIGN

Planning the research design Design is an outcome of sufficient planning and analysis and hence it facilitate the research making in efficient way of yielding maximum information with relative gravity for collect ion of relevance evidence and that to with minimum man power and monitoring expenditure . Research design includes the following A) B) C) D) E) To determine the research approach to be considered. To design the sample plan. To determine the sample size. To determine which research instrument to use. The contact method to be used.

INTRODUCTION
Established in 1945 TATA MOTOS enter in to collaboration with Daimler Benz of Germany in 1954 to manufacturer commercial vehicles. The collaboration ended in 1969, TATA MOTORS has since growth from strength to strength. The company ha spread its manufacturing facilities across India by setting up plants at Jamshedpur , Pune and Luckhnow. This is coupled with nation wide sales, services and spare parts network .The Company enjoys a significant demand in export market like Europe, Australia, South East Asia, Middle East Africa. The company vehicles are seen in all the countries. Tata Motors is the largest company in the Tata group with a total income of US $ 3.98 billion in the year 1004-05. More than 3 million Tata vehicles ply on Indian roads making Tata a dominating force in the Indian automobile industry. Tata Motors is India's only fully integrated automobile manufacturer with a portfolio that covers trucks, buses, utility vehicles and passenger cars.

Tata Motors has the unique distinction of giving India its first and only indigenously built passenger car - Tata Indica .The Indica launched in 1998 reached the 2, 50,000 sales mark within 52 months of launch. Tata Motors Engineering Research Center has over 900 scientists and engineers dedicated to product and process development, technology up gradation and new product introduction. Besides the works with leading international design and styling houses . Tata Motors Limited was formerly known as Tata Engineering & Locomotive Company Limited (TELCO) and is India's only fully integrated automobile manufacturer with a Portfolio that covers trucks, buses, utility vehicles and passenger cars. The company also has a nationwide sales, service and spare parts network. Tata Motors has three main business segments: automotive, others and research and development. The automotive segment includes the business of automotive products consisting of all types of commercial and passenger vehicles. The other segment includes construction equipment, engineering solutions, automotive components and software operations of subsidiaries. The group also manufactures spare parts for vehicles, marine engines, and undertakes casting and forging. The company has spread its manufacturing facilities across India by setting up plants at Jamshedpur, Pune and Lucknow. The research and development segment constitutes of the Research Center and the Engineering Research Center. The Research Center at Jamshedpur regularly upgrades components and aggregates. A well- equipped torture track enables rigorous and exhaustive testing of modifications before they are used as regular fitments. The Engineering Research Center in Pune was setup in 1966. An Indu in Pune was setup in 1966. An Industrial Concern - 1000, has honored it with two prestigious awards The DSIR National Award for R&D Effort in Industry - 1999 and National Award for Successful Commercialization of Indigenous Technology. TATA motors work culture plays a important role in diverting the skilled workforce towards it. While TATA Motor is preparing itself rigorously into the

passenger car market, the company is striving to learn and adopt world's best practices to become a global player in automobile sector.

All the divisions of TATA Motors have been certified for ISO 9001 or 9002, thereby achieving quality procedure and work methods. TATA Motors follow 5S Systems. There are 5 steps to shape up the work place viz; a) b) c) d) e) Sort Simplify Scrub Standardize Self-discipline

The Kaizen Mission: The goal of this mission is to achieve significant, continuous improvement in performance through elimination of all waste of time and resource in the operation. There are seven categories of wastages: a) Over-production b) Inventories c) Defective products (Scrap, Rework, etc.) d) Waiting time, down time, setup time, etc, e) Adjustment time f) Unnecessary motion and movement g) Oil, Air, Coolant loss and tool breakage, during process h) Transportation, Coverage Lastly, the present work-practices and procedures are been reviewed, questioned and analyzed in the exercise being done by the Top Gear Team in co-operation with all

divisions. In the efforts of information and learning the worlds best practice, TATA Motors has retained MIS, with Anderson as their consultants to achieve their excellence in every field of activity so as to produce quality vehicles. With the introduction of Tata ACE, Tata Motors has entered the only left market of small tempo segment for the purpose of carrying the load up to 1.5 tones.

STATEMENT OF THE PROBLEM

Problem definition is one of the most important parts of the study. It is very important to properly define the problem. If the problem is properly defined then it will provide proper guide line for the further study. The properly defined problem will direct the surveyor on the proper path. And it is truly said that a properly defined problem is a half solve. Here, the problem is to find out CONSUMER BUYING BEHAVIOUR TOWARD TATA STAR SCHOOL BUS in PUNE city for that it is important to understand what is CONSUMER BEHAVIOUR. A consumer behavior can be said as the attitude of consumer toward the product, what they think about it, what are the features that attract the consumer, what is the image of the product in the mind of consumers whether they are satisfied with the product and after sales services etc .this are the main aspect which we study under this subject. In this case, the topic is to know the consumer buying behavior towards TATA STAR SCHOOL BUS. The basic problem is to know what the behavior of the customer is at present towards the TATA STAR SCHOOL BUS. What people think about it? The main problem is to know how many schools are interested in purchasing SCHOOL BUS. the TATA STAR

OBJECTIVES OF THE STUDY

(1) Primary Objective To analyze the customer buying behavior regarding School Buses. To know the customer's preferences regarding School Bus.

(2)

Secondary Objective To know the customer's satisfaction level regarding School Bus.. To find out attributes preferred by the customer while purchase. To know future planning of the customer.

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SCOPE OF THE STUDY: SCOPE:

1. 2. 3.

To get information regarding the current market share of the company. To get the detail about product position in the mind of the consumer. To get the detail about the competitors share in the market.

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LIMITATION:

There is no activity without limitations, the main Limitation has faced during project research are as follows:-

The research has been carried on time span of two months. Transportation Rainy Season Vacation is going on schools

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RESEARCH METHODOLOGY
Marketing research is a systematic design, collection, analysis & reporting of Data and findings relevant to specific market situation facing the company. My research process is as follows. (1)DEFINES THE PROBLEM AND RESEARCH OBJECTIVES The objective of the study conducted was to analyze the Buying behavior regarding Buses. Secondary objective of customer survey was to know the attributes prefer by the customer while purchasing a Buses .My other objective to find out their satisfaction level and to study the customer preferences regarding buses. (2)DEVELOPING RESEARCH PLAN The second stage of marketing research calls for developing a most efficient plan for gathering needed information. Designing a research plan calls for taking decision on data sources research, approach, research instrument, sampling plan and contact methods. DATA Sources There are two types of methods used in data collection i.e. secondary data & primary data. Primary data Those data which are collected at first hand by the researcher especially for the purpose of the study ,are known as primary Data .The data is collected directly from the person in sample population. In this project research the collection of data is directly interviewing customer. In the collection of the primary data, I have used survey method and use the questionnaire methods.

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There are mainly two methods for the collection of the primary data which are given below, Observational Method Survey Method

Observation method:-

In The observation method, it requires the observer. The observer will keenly observe the person at the time of the interview & record his behavior accurately. it is also one of The important method for The collection of The data but it requires good & experienced observer who can observer The behavior of The respondent properly and record it with great accuracy. Survey method:It is most popular method for the collection of necessary data from the respondents. I have used survey method for the collection of the necessary data. Different types of the survey are given below,

Personal interview. Telephonic survey. Mail questionnaires. Personal interview:In The personal interview, the interviewer will personally meet the

respondent and will take is interview. The interviewer will ask question in face to face direction to the respondents or group of respondents.

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Telephonic survey:In The telephonic interview, the interviewer will make call to

respondents, inform the respondents about the purpose of the call and then he will ask the related questions to the respondents. This method is used, when the information to be collected is limited. It is mostly used when information to be collected is limited. Mail questionnaire:In The mail questioner the interviewer will mail the questionnaire to the respondents and inform them about the purpose of the survey. also the time limit for The questionnaire is specified in The mail this method is used when The area to be covered are large and The survey has to be conducted in The specific limit. In my survey, I have used the personal interview to know customer buying behavior of the respondents towards the TATA STAR SCHOOL BUS. I have visited respondents personal. Secondary data Any data which had been gather earlier for other purpose, are secondary data in hand of marketing research. These data has been collected from company dealer, Like Dealer profile ,industrial profile , company profile are collected from the internet. The secondary data are collected from the magazines, internet and web sites. Different web sites like WWW.TATAMOTORS.COM and GOOGLE search engine help in collecting The detailed information.

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RESEARCH APPROACH Out of 4 ways of research approaches i.e. 1. Observation research. 2. Survey Research 3. Focus Group research 4. Experimental research. In this project the approach used was survey approach because the main objective of our survey was to find out the customer behavior and have an idea of there satisfaction level of customer.

RESEARCH INSTRUMENT Research instruments can be of two types firstly questionnaire methods and secondly mechanical instruments. In this survey the research instrument was questionnaire method. Sampling Plan Sampling Unit Sampling size Field Work area Sampling Procedure:The sampling Procedure can be of two types: 1, Probable Sampling 2,Non-probable sampling : Schools : 100 : Pune Region

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In this survey expert Judgments sampling method can be used.

Contact Methods: The method of contacts can be four types 1. Mail Questionnaire 2. Personal Interview 3. Telephonic Interview. 4. Internet

The survey method adopted in our survey is Personal Interview method. Collection of Information: The information was collected from customer by personally asking them Question and filling the Questionnaire. Analyze The Information. The information available is analyzed in the form of tables, graphs and pie chart. Presentation of Findings. Presentation of research in the company was on the basis of findings and suggestions.

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ORGANIZATIONAL PROFILE

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ORGANIZATIONAL PROFILE

Organization History:Tata Motors Limited is India's largest automobile company, with revenues of Rs. 24,000 crores (USD 5.5 billion) in 1005-06. It is the leader by far in commercial vehicles in each segment, and the second largest in the passenger vehicles market with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fifth largest medium and heavy commercial vehicle manufacturer. The company's 22,000 employees are guided by the vision to be? best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics.? Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 3.5 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base is spread across Jamshedpur, Pune and Luckhnow, supported by a nation-wide dealership, sales, services and spare parts network comprising about 1,100 touch points. Tata Motors, the first company from India's engineering sector to be listed in the New York Stock Exchange (September 1004), has also emerged as a global automotive company. In 1004, it acquired the Daewoo Commercial Vehicles Company, Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has already begun to launch new products. In 1005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, with an option to acquire the remaining stake as well. Hispano's presence is being expanded in other markets. These acquisitions will further extend Tata Motors' global footprint, established through exports since 1961. The company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, Australia, South East Asia and South Asia. It has assembly operations in Malaysia, Kenya, Bangladesh, Spain, Ukraine, Russia and Senegal.

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The foundation of the company's growth over the last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With 1,400 engineers and scientists, the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the TATA Indica, India's first fully indigenous passenger car. Within two years of launch, TATA Indica became India's largest selling car in its segment. The pace of new product development has quickened. In 1005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. The years to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. Besides product development, R&D is also focusing on environment-friendly technologies in emissions and alternative fuels. Through its subsidiaries, the company is engaged in engineering and automotive solutions, construction equipment manufacturing, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, high-precision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations. True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in community and social initiatives on human rights, labour and environment standards in compliance with the principles of the Global Compact. Simultaneously, it also plays an active role in community development, serving rural communities adjacent to its manufacturing locations. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

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THE DATE THAT MADE THE COMPANY TATA ENGINEERING MILESTONES: 1887- Jamsetji Nusserwanji TATA set up lone textile mill, the first of many TATA companies that shaped the course of Indias Industrial growth. 1945-TATA Engineering (at that time it is known TELCO) was established, with the primary objective of manufacturing rail locomotive at Jamshed Pur in Bihar. 1954-TATA Engineering entered into collaboration with Daimler Benz of Germany to Manufacturer Heavy Commercial Vehicles. 1969-Company terminated its collaboration with Daimler Benz and able to stand on its own. 1977-Vehicle began rolling out from the Pune Plant. 1986- TATA engineering made its foray into Light Commercial Vehicle market. 1991-The company diversified into passenger cars with the introduction of the TATA Sierra and TATA Estate. 1992-The third plant was setup at Lukhnow. 1994- The TATA Sumo heralded the companys entry into the Multy Utility Vehicle segment. Within the short span of time, the Sumo took over a substantial share of the market from Mahindra & Mahindra, Bajaj and Maruti. 1994-In this year, the company alson entered in the segment with Daimler Benz for Manufacturing of Mercedes Benz passenger vehicle and establish a joint venture with Cummins, USA for manufacturing of high performance of environmentally friendly diesel vehicle. 1998-A turning for both TATA Engineering and India Automotive history the TATA Indica , Indias first indigenous small passenger car hits the market . 1000-Indica 1000- the fastest set of wheels in its segment, zoom on to Indian roads. 1001-The launch of Indica V2 signals phase 2 in the evolution of the Indica. And the history is also created with sale of 1, 00,000 Indica. 1002-Launch of TATA sedan at auto expo 1002 and the India at the Geneva Motor Show.

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ORAGNASTION PERFORMANCE
With more than 50,000 employees and a corporate office in Mumbai, TATA Motors has crossed an all time high of a turn over of Rs.6637.05 corers in Mumbai in the year 199899 .In addition to the above, TATA Motors is the largest exporter of commercial Vehicles from India to highly competitive market. Today TATA has a domestic market share of68% in the MCV/HCV segment ,64% in the LCV segment and 32 % in the Multi Utility Segment. TATA automobile products also include passenger vehicle and an extraordinary Multi Utility Vehicle. All these product have been developed in-house by the company own Research & Development Center. TATA has been exporting its product since 1969 currently exports about 10th of its output .The Company enjoys a significant demand in export market like Europe France, UK ,Spain, Australia, South East Asia, Middle East Africa. The company vehicles are seen in all the countries. TATAs second line business , construction equipments has also grow rapidly and the company currently commands a 61% share in the excavator market and 90% in the crawler cranes market in India. The hydraulically operated construction equipment made by the company is in collaboration with Hitachi Construction Machinery Limited of Japan . There are ambitious plants for widening the range of excavator made by the company and for the new line of construction equipment.

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ORGANSATIONAL STRUCTURE

MANAGING DIRECTOR

GM-Mktg. + BD

VP - OPERN

GM - Finance

Sr.-Mgr-HR

Product -Mgr.

GM-

GM-AS

Divisional Mgr

HR-Executive

Asst. Mgr-BD

EXE

Sales

AS-Mgr

Account Team

Sales- Executive

Service- Advisor/Team

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FUTURE PLANS FOR THE TATA MOTORS Tata Motors has roped in German engineering company, IAV Gmbh ( Ingenieurgesellschaft Auto und Verkehr), to design and develop its new multi-utility vehicle (MUV) platform. The new platform may replace Tata Motors' warhorse Sumo which has served the company for over 12 years . Tata Motors' has been talking about its intention to develop a new MUV for over three years, but there have been very few updates on the status of the project. In 1003, the company said, it had formed a group to work on the new platform, but said it may have to pull in external resources to style it. Now with the German design shop on board, the project may hit the fast track. There is still no words on a possible launch date; industry watchers say the vehicle should hit the roads before the launch of the Rs one-lakh car in 100708. IAV GmbH employs over 2,500 people and has been involved in vehicle development for over 23 years. It offers comprehensive development assistance for the entire vehicle as well as the power trains. "Tata Motors is working on several innovations on its product portfolio. However, you will appreciate that we cannot share any details on our future launch plans," said a Tata Motors' spokesperson when contacted. Tata Motors has sought help from international design houses even in the past. The Idea Institute of Italy had worked on designing and prototyping the company's maiden passenger car venture, Indica. Idea also collaborated with the house of Tatas to develop its new concept vehicle, Cliffrider, which was showcased at this year's Geneva Motor Show. Over the years, the Sumo has received a few facelifts with the launch of the Tata Sumo Deluxe in 1996 and more recently the Tata Sumo Victa in 1004. However, it has been unable to keep up with competition especially from Mahindra & Mahindra's Bolero variants, which is India's largest selling utility vehicle now.

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Conceptual Background

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Conceptual Background
Consumer Buying Behavior Concept The aim of the marketing is to meet and satisfy target Consumers need and wants. The field of the customer behavior studies how individuals, groups, and organization select, buy, use and dispose of the goods, services, ideas, or experiences to satisfy their needs and desires. Understanding not be in touch with their deeper motivations. Also it is very important for any organization to analyze the opportunity. It is must for organization to convert the challenges in to profitable opportunity .For analysing marketing opportunities and formulating effective marketing strategy, an understanding of the relating market is necessary. Since market consists of buyers, it is the behavior of buyers that central to an understanding of markets. Buyer is the king of the market. Every organization is aim to satisfy the need of the consumers. So that it is important to study the Buying Behavior of The customer. consumer behavior and knowing customer is not simple; customer may say one thing and do another thing. They may

CUSTOMER BUYING PROCESS:Lets see the customer buying process by which it satisfies its need and wants. There are no of stages are involved into the customer buying process. The stapes involved into the customer buying process can be explained as below.

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CUSTOMER BUYING PROCESS

Problem Recognition

Information Search

Evaluation of Alternative

Purchase Decision

Post Purchase Behavior.

1. Problem Recognition:The buying process starts with the problem recognition or need. The need can rise by internal or external stimuli. The internal stimuli involve general need of the persons like hunger; thrust etc. and the person will be motivated to satisfy that need. And the need that will be aroused by external factors known as external stimuli. The marketer should try identifying the circumstances that raise the need of the customer. The marketer should collect the information from the different sources and it can develop marketing strategies that increase the customer interest. 2. Information Search:There are no of sources for collecting information. Once the person will be aroused, he will try to collect more and more information. Different sources for collecting the information are,

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Personal Source Public Source

- (Family, Friend, Neighbour) - (Mass Media, Consumer-Rating Organisation)

Commercial source - (Advertising, Salesperson, Displays) Experimental Source- (Hoardings, Examining, Using the product) 3. Evaluation of Alternative:At this stage the consumer will evaluate the different alternatives available to him. This is very difficult stage in the buying process. 4. Purchase Decision:Now the buyer will take decision weather he should buy the products and services or not .This is also important step of the buying process. 5. Post purchase Decision:After purchasing the goods or services the person will experience some degree of satisfaction. If the person will be satisfied then he will use the same product next time and if he will not satisfied then he will not go for the same. SUCESSIVE PRODUCTS INVOLVED IN CUSTOMER DECISION MAKING

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ANALYSIS, PRESENTATION & INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

BRAND AWRENESS OF BUSES AND POSITION IN CUSTOMERS MIND Response: Sr.No. 1 2 3 4 5 6 Company Name TATA Swaraj Mazda Mitsubhishi Eicher DCM Toyata Mahindra &Mahindra Bajaj Top Of Mind 35 39 19 3 3 1 Awareness 100 100 85 40 28 15

CHART SHOWING TOP OF MIND & BRAND AWARENESS

No. of Brand Awaeness & TOM

120 100 80 60 40 20 0 TATA Mazda Eicher DCM M&M Bajaa

Brand Name

TOM Awareness

Analysis: Out of 100 respondents 35% recalled TATA as Top of Mind. While 39%of respondents recalled Swaraj Mazda is Top of Mind and 19% recalled Mitsubhishi is a Top of Mind. 100 of respondents were aware of both TATA and Swaraj Mazda.While 81% was aware about the Mitsubhishi Eicher. Awareness of DCM Toyata, Mahindra & Mahindra and Bajaj are 40%.

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MARKET SHARES OF THE DIFFERENT COMPANIES Response: . Sr.No. 1 2 3 4 5 6 Company TATA Swaraj Mazda Mitsubhish Eicher DCM Toyata Mahindra & Mahindra Bajaj Number 15 20 10 1 3 1 Percentage 30% 40% 20% 2% 6% 2%

CHART SHOWING MARKET SHARE OF EACH COMPANY

140 120 100 80 60 40 20 0 TATA MAZDA EICHER DCM M&M BAJAJ Brand Nmae

% of market share of Diff Brands

number

Analysis: Out of 100 respondents 30% of the respondents own TATA school Buses, and 40% of respondents owns Swaraj Mazda Buses, While 20% of Respondents own Mitsubhishi Eicher school Buses. And 2%, 6%, 2% of the respondents own DCM Toyata, Mahindra & Mahindra, Bajaj respectively.

CUSTOMER PREFERENCE OF SIZE OF SCHOOL BUS Response:-. 33

Sr.No. 1 2 3 4 5 6 .

Company TATA Swaraj Mazda Eicher DCM Toyata Mahindra &M Bajaj TOTAL

18(Seater) Buses 41 22 0 0 0 0 63

32(seater)Buses 70 98 51 6 9 3 237

Total 111 120 51 6 9 3 300

CHART SHOWING SMALL & MEDIUM SCHOOL BUSES OF EACH COMPANY:

No. of 18,35 str Buses of diff Brands

120 100 80 60 40 20 0 TATA mazda eicher DCM M &M Bajaj

Brand nam e

small(18str) Medium(32str)

Analysis: Out of 300 Buses 21% are small Buses (18 seater) and 79 % are medium Buses (32 seater).Tata alone compromises 65% in Small School Buses segment and 29.53 % on medium (32 seater) school Buses segment. Mazda compromises only 35% on Small school Buses segment but in medium buses (32 seater) segment it captures 41.35%. Eicher compromises 21.5% on (32 seater) segment. DCM Toyata, Mahindra & Mahindra and Bajaj are compromises with 1.2%, 1.7% and 1.5% respectively

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INFLUENCER WHILE PURCHASIN THE BUS Response:Sr.No. 1 2 3 4 5 Influencer Your Self Your Family Co.Sales Person Staff Others Number 68 26 38 52 14 Percentage 34 13 19 27 7

CHART SHOWING PERSON INFLUENCING WHILE PURCHASING A SCHOOL BUSES

80 70 No.of person 60 50 40 30 20 10 0 Your Self Your Family Co.Sales Person Staff Others Numbers

Name of influencer

Analysis Out of 100 Respondents 34% were self motivated to buy a school buses and 27% of respondents are influenced by a Staff members, 19% of respondents were influenced by company Sales persons, and 13 % are form Relatives and 7% from Others.

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MODE OF FINANCING OF BUS Response:-. Sr.No. 1. 2 3 4. Mode of finance Self Finance Company finance Bank Finance Co-operative Finance Number 30 94 42 34 Percentage 15 47 21 17

CHART SHOWING THE MODE OF FINANCE

Self Finance

Company finance

Bank Finance

Co-operative Finance

Co-operative Finance 17%

Self Finance 15%

Bank Finance 21% Company finance 47%

Analysis: Out of 100 respondents 15% were purchase Buses by self Finance.47% of respondents were purchase by mode of company Finance .21% of respondents were purchase by mode bank finance. While 17% were using co-operative finance.

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IMPORTANT FEATURES WHILE PURCHASING THE SCHOOL BUS Response: Sr.No. 1 2 3 4 5 6 7 Features Maintenance Fuel Economy Safety Features Air Breaking Oil Consumption Looks & Design PUC Norms Percent 83% 81% 80% 70% 65% 40% 35% Rank 1 2 3 4 5 6 7

CHART SHOWING FACTORS INFLUENCING WHILE PURCHASING

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Mntc Fuel safety Break Oil Looks & Design PUC Percentage

Preferences of Customers

Name of influencing Factors

Analysis: Out of 100 respondents 83% of them give 1st rank to Maintenance as a influencing factors. 81% of them given rank 2nd to Fuel Economy & 80% of them gave rank 3rd to the Safety Features of Buses while purchasing school Buses. Air Breaking, Oil Consumption, Looks & Design, PUC Norms get rank 4th, 5th, 6th & 7th respectively.

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PREFRENCE OF SERVICING THE BUS Response

Sr.No. Service Station 1 Own Garage 2 Authorized dealer 3 Local Garage

Number 20 144 36

Percentage 10 72 18

CHART SHOWING PREFRENCE OF SERVICING THE BUS

160 No. and % of customers 140 120 100 80 60 40 20 0 Own Garage Authorized dealer Name of service station Local Garage Number Percent

Analysis: Out of 100 Respondents 10 % of respondents have their own Garage, and 72% of respondents were taken services their Buses from Authorized Dealer. 18% of respondents prefer service their Buses from a local Garage.

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WARRANTY PROVIDED BY DEALERS . Response:

Results Tata Mazda Eicher M&M DCM Bajaj Total Yes 34 6 8 2 4 4 58 No 76 32 24 6 2 2 14 Total 140 18 22 8 6 6 100 CHART SHOWING CUSTOMER REACTION ABOUT WARRANTY

80 70 + & - response about warranty 60 50 40 30 20 10 0 Tata M azda E icher M& M DCM B ajaj Bra nd na m e + response - response

Analysis: Out of 100 respondents 58 respondents says that they are provided warranty by Dealer only on a genuine part and 142 respondents says that they are not provided any warranty by Dealer. Out of 58 respondents those who are provided warranties 34 are from Telco. Out of 142% respondents who negatively answered, 76 are of Tata.

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SATISFACTION WITH SERVICES PROVIDE BY THE DEALER Response:Company TATA Swaraj Eicher M&M DCM Toyata Bajaj Total High Satisfied 14 10 2 0 0 0 26 Satisfied 30 18 10 1 2 1 62 Low Satisfied 18 20 14 4 3 1 60 Unsatisfied 17 19 10 3 0 3 52

CHART SHOWING SATISFACTION LEVEL OF CUSTOMERS

30 No.of diff. satisfaction level 25 20 15 10 5 0 Tata Swaraj Eicher M &M Brands name DCM Bajaj Hi Sat Sat Low Sat Unsat

Analysis: Out of 100 respondents 26% respondents are not satisfied with Dealer services where 17 from TATA 19 Swaraj and 10 are from Eicher. And 30% of respondents are Low Satisfied with Dealer services, out of which TATA customer are 18 and 20 are Swaraj and 14 are Eicher. Mahindra & Mahindra, DCM and Bajaj contains 4, 3, 1 respectively.31% of them are satisfied with Dealer services where Tata customer are 30 and Swaraj 18 and 10 from Eicher and M&M, DCM, Bajaj are compromises with 1, 2, 1 respectively.Only 13 % were highly satisfied with Dealer services out of which 14 are from Tata and 10 are from Swaraj and Eicher is compromises with 2 customer.

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MAJOR CHANGES TO IMPROVE THE SALES Response:-

Sr. No. 1. 2. 3.

Suggestion Reduce the price Improve Dealer Services Improve Looks and Design

Numbers 88 80 32

Percentage 44 40 16

CHART SHOWING SUGGESTION TO IMPROVE SALES

Reduce the price

Improve Dealer Services

Improve Looks and Desigm

Improve Looks and Desigm, 32 Reduce the price, 88

Improve Dealer Services, 80

Analysis: Out of 100 respondents 44% of them wants that Dealer must reduce the price of Buses .40 % wants better service from the Dealer and only 16 % wants improvement in Looks & Design of School Buses

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FUTURE PLANNING FOR BUYING ANOTHER SCHOOL BUS Response: Sr.No. 1 2 3 4 5 6. . CHART SHOWING THE FUTURE PLANN OF CUSTOMER
40 35 No. of Buses 30 25 20 15 10 5 0 TATA Sw araj Eicher Mahindra & Mahindra DCM Toyata Bajaj Number

Company TATA Swaraj Eicher Mahindra & Mahindra DCM Toyata Bajaj

Numbers 34 26 14 3 0 2

Brand Nam e

Analysis: Out of 100 customers 79 of them are planned to buy another School Buses in future. Out of which 34 customers want to buy Tata School Buses. 26 customers want to buy Sawraj Mazda School Buses.14 of them wants Eicher School Buses,3 of them wants Mahindra & Mahindra and 2 of them were Bajaj Customer

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FINDINGS, SUGGESTIONS & CONCLUSIONS

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

In school bus segments the market share of Swaraj Mazda is high then Tata School bus in Pune city. Demand of the medium buses (32 seaters) is very high and small buses (18 seaters) demand is comparatively very low. The mode of finance prefer by customers is company finance. The company providing various promotional schemes related to financing of school bus. The maximum numbers of customer are seeking for maintenance, fuel economy and safety features while purchasing the school bus. The maximum numbers of customers prefer for servicing their buses from company authorized dealers service centers. TATA customers are highly satisfied regarding the services provided by the Authorized Dealer

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

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SUGGESTION
Company should try to increase its service station to maximize satisfaction level. Company should try to improve the performance of the buses. So that it takes less cost to maintain the vehicle. It is usually found the delivery of the product is not done on the time and customer has to wait for few days more. And only due to that the prompt customer switches to other brands. TATA motors have launched the Star bus in new version, so need of more demonstration. Because still there are so many people are not aware about Star school bus. The Company/Dealer should increase marketing executive to follow up the customer and also for the future customer. The dealer must properly aware its customer about warrantee provided by the company.

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CONCLUSION
The TATA STAR SCHOOL BUS has started a new trend in field of school services. It generally found that transportation vehicles for the children are the crucial one and also having its own importance as it requires safety and comfort To the children .TATA STARSCHOOL BUS has established standard in the given field as TATA is one of the well known company, TATA STAR SCHOOL BUS are accepted by the customers. From the survey conducted following conclusion have been come out. TATA MOTORS is very well known among the customers but from the analysis, I find that competitors products are highly used by the customers and they are ready to give second rank to the TATA STAR SCHOOL BUS .During my study, I found that medium school buses (32 seater) is having highest sell rather than small size buses and large size buses. SWARAJ MAZDA is having highest market shares in school bus segment then any others. The price of TATAs products is higher then other companys products so the price conscious customers may not go for TATAs product. It is also found that TATA MOTORS is not effective in advertisement of its school buses and many people are having lack of knowledge regarding TATA STAR SCHOOL BUS. During my research I find that maintenance is the most influencing factors among customers while fuel economy and safety features also influenced customers to buy the products. According to my research most of the respondents are not satisfied with the warranty provided by the dealers as they prove inefficient in such services. Most of the respondents want company to reduce the prices of the TATA STAR SCHOOL BUS. While very few customers are not satisfied with the Looks & Design of school Buses. From the overall research, I have found that among the current users ,40% users again wants to purchase the buses, among them 43% users wants to purchase TATA STAR SCHOOL BUS.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

PHILIP KOTLER (11th Edition) Marketing Management

C.R. KOTHARI (2nd Edition) Research Methodology

SUJA NAIRE CONSUMER BEHAVIOUR

COMPANY WEBSITES: www.tatamotors.com www.swarajmazda.com www.google.com

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ANNEXURE

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ANNEXURE QUESTIONNAIRE:

GENERAL INFORMATION Name of school :-

Name of person: Address:City _______________ Phone :- (0) _______________ Pin code: - _______________ Mobile: - ________________

CUSTOMER INFORMATION :-

1) How many students are studying in your school? . Below 100 401 to 600 101 to 100 601 and above. 201 to 400

2) How students are coming to your school... By bus By own vehicle by auto rickshaw with their parents

3) Are you maintaining the bus? .. Yes No

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4) If yes then what is the fleet of buses? .. Below 5 16 to 20 6 to 10 20 and above 11 to 15

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

6) What is the average distance trip per day? .. Below 40 81 to 100 41 to 60 101 and above 61 to 80

7) Which companys name come in mind on listening the word school bus?............ Tata Motors Mahindra Swaraj Mazda DCM Toyata Eicher Others

8) Who is decision maker for purchasing school bus? .. Yourself Group of Trustee Management Others

9) Who influenced you while purchasing a Bus? Yourself Co. Sales Person Family Staff Others

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10) Which companys school bus do you own? Tata Motors Mahindra Eicher Ashok Leyland Swaraj Mazda Other

11) What is the mode finance to your school bus?........... Self-Finance Bank Finance Company Finance Other

12) Rank the importance of following features while purchasing school bus?........... Safety features Overall look & design Fuel economy seating capacity Maintenance Oil consumption

13) Does the Dealer provide any warrantee?.......... Yes No

14) Are you satisfied with the services provided by the Dealers?...... Highly satisfied Low satisfied Satisfied Un Satisfied

15) Where do you servicing your Buses?...... Own Garage Authorized Dealer Local Garage

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16) Do you have any TATA school bus?............... Yes No

17) If you have TATA school bus then from where did you purchase the school bus?.. Pandit Automotive Direct from company other Bafna Automotive

18) Are you satisfied with the service of dealer?.... Yes No

19) Are you making plan to purchase school bus? . Yes No

20) If yes then which brand would you like to prefer for school bus? TATA Eicher Swaraj Mazda D C M Toyata Mahindra Other

21) Do you aware about new version of TATA star school bus? Yes No

22) If yes then from where did you get information about TATA star school bus? Marketing executive Demonstration Dealers /Friends Other 54

23) Are you aware about features of TATA star school bus? . Yes No

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

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

Excellent Average

Good Poor

26) Feed back for TATA STAR skool bus? ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ ___________________________________________________________

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