Category: MBA Projects

The actual goal of the research process is to evaluate the customer’s buying behavior of cars by taking Tata Nano as the primary example and analyzing car-marketing segments in the automobile industry in order to support the Indian automobile companies especially Tata Nano, for improving their market sales. 

 Scope of the Project

The main scope of this project is to analyze the information on the Indian automobile industry and the car marketing aspects of automobile industry by considering Tata Nano as an example. This research will provide the detailed overview on the automobile industry in India and the changes in the Indian automobile industry after the establishment of Tata Nano.  It will cover the different aspects related to the car marketing like the marketing plans and marketing strategies required for success.

Deliverables of the Project

The main deliverables of this project are as follows:

• The overview of the Indian automobile industry
• The detailed information on the buying behavior of the customers when they buy cars

Limitations and Obstacles

Within the process of completing this research, the researcher hasn’t faced any obstacles until now and in the process of gathering the information from the different types of data collection methods of primary source of data, there are some limitations and restrictions for collecting the information. In the process of gathering the information from the articles and case studies of previous scholars the researcher was asked to get authenticated for downloading them. The researcher followed the authentication and registration process and successful gathered the information without violating the previous scholar’s information. For completing the research process in a successful way the researcher will rectify them immediately and will complete research process in a reliable manner. 

Conclusion

The significant information on Indian automobile industry is explained in detail within this research study. According to this study Indian automobile industry is facing tough competition in the market because of changing behavior of customers. Even though many companies are using strategic approaches and marketing methods in order to identify and satisfy the wants and needs of customers still they are facing problems in managing customer behavior process. Tata Nano a recent invention of Tata Motors has shown major impact on Indian automobile sector because it the customer car designed and implemented with all needs of the customers within a reasonable price which is the cheapest car in the World.

There are three main significant aspects in this research process such as Indian automobile industry, buying behavior of customers and Tata Nano. Researcher used different literature searchers and published articles and journals on these aspects and analyzed them in a critical manner and finally identified that identifying the actual wants and needs of the customers is the significant problem faced by automobile companies. According to this study even though companies are following many marketing strategies and methods in order to satisfy the customers, still changing behavior of customers is showing its impact on the companies. One customer might prefer fuel efficient car and other may prefer low cost car with high features because product preferences changes from customer to customer. Indian automobile market is a huge group with different communities of people and they cultures and values shows impact on their buying behavior.

On the other hand, Tata Motors established Tata Nano car in order to reach target customers and was successful in the first year but year by year sales of Nano are decreasing rapidly because of customer feedback and reviews of existing customers. Many complaints are been raised on Nano car that it is not having much sufficient place and having some technical problems etc that has effected the sales of Nano car recently. In order to overcome this problem Tata Motors made changes to Nano car according to the customer feedback in order to satisfy existing and new customer needs. Finally, even though Nano is the cheapest car still many other companies are successful in the market because price is not only the concern to buy the cars but there are other specific reasons through which customers buy the cars. 

            Finally this study concludes that identifying customer buying behavior is not a simple task and no research study has explained the actual buying behavior of customers because it does not have proper definition and it changes continuously according to changing preferences of the customers. In order to become successful company among the competitors, companies should first identify the high preferences of the customer on specific aspect and offer efficient services to the customer according to that preference in order to improve the sales. On the other hand if that particular preference changes continuously then companies can innovate their products according to the changing behavior and preferences of the customers.

According to the report of automobileindia.com (2009) Indian automobile industry is the lucrative industry with more competitors in the marketplace. The competitive nature is very high in Indian companies, which are allowing them to use more marketing strategies in order to balance the competition and get competitive benefits. In order to reach end customers every company uses different marketing strategies to attract them and improve their sales. If competition is high among the companies, then customers will be benefited more with efficient services offered by the companies. Depending on the company standards the marketing process varies and most of the car companies will use online and on field marketing processes in order to sale their cars. Advertisements are showing major impact on the consumers through which they take decisions whether to buy the product or not. In this particular situation companies should successfully implement appropriate marketing strategies within their marketing process. Especially celebrity advertisements are impacting the customers and their interest towards specific product.

Finally this article concludes that marketing strategies are the only aspects that allow the companies to understand wants and needs of the customers and get competitive benefits. Future work is required in order to explain the importance of marketing strategies to the car companies.

This article is related to car marketing strategies which is one of the major aspect in the research process and for this reason this article information is included in the research process.

Research Methodology 

Research Methodology is the aspect, which includes different methods and frameworks in order to get the solution to the problems that take place in the research process. The Research methodology includes different methods such as Quantitative research, Qualitative research and mixed research method. These research methods include many data collection sources, which are as follows:

Research Method Selected

In order to gather the essential information required for the research process the quantitative and qualitative research methods are taken into consideration. By using the quantitative research method the required information on the Indian automobile industry, buying of customers, TATA-NANO and car marketing strategies is gathered from different types of primary sources of information like articles, journals, case studies and web related documents from internet sources without violating the previous scholar’s information. By using the qualitative research method the researcher is conducting the interviews and surveys on the automobile industry, Tata Nano and car buying of the customers by preparing a set of research questionnaires. In order to select the participants the researcher is using sampling techniques by which the required participants for the research interviews will be selected. In order to conduct the research interview the researcher should have good knowledge on the research topic and should be capable of answering any type of questions from the participants. The specific timetable will be prepared for the research interview that clearly specifies, why, what and where to conduct the research interviews and surveys. 

Research Design

According to views of Polit & Beck (2008) research design is the specific type of approach used to schedule the plans for research process that will help the researcher to plan what, when and where to do. The experimental as well as the non-experimental are the two types of research designs used for methodology aspects, and the specific research design will be selected depending on the type of research method. In this research process both experimental and non-experimental research designs are taken into consideration because both quantitative and qualitative research methods are used in the research data collection process.

Polit & Beck (2008) stated that experimental research design process includes different types of consistent opinions and for this specific reason this research design is widely accepted for qualitative research based studies. This study is based on qualitative and quantitative research methods through which opinions of earlier scholars and survey process on participant opinions will be taken into consideration. Surveys and interviews are the major processes involved in research design process that can be used to collect essential research data from participants. Researcher conducted survey on automobile industry in order to gather the opinions and views of different authors (Parahoo, 1997). 

Data Collection process

Saunders (2006) stated that there are two different types of data collection methods such as primary data collection method as well as secondary data collection method that are explained in detail as follows:

Primary data

• Interviews
• Surveys
• Discussions and
• Questionnaires

Secondary data

• Articles
• Journals
• Books
• Scholar reviews
• Web documents

Population and sample

According to the views of Cooper, D. R. & Schindler, P. S. (2001), sample size is the process of identification of total number of participants involved in the research process. In this research study the researcher-conducted survey on Tata Nano Car by including 20 individuals working in Tata Motors in order to gather their opinions on Nano car. On the other hand, the researcher even considered 40 customers who are already using cars and 40 customers who are willing to buy the car soon. The total sample size is 100 through which each and every participant will be interviewed with questions on automobile industry.

Measurements

The sample measurement will be carried out by using probability and non-probability techniques and 20workers, 40existing customers and 40new customers are the actual samples of the research process and the final sample size of research is 100.

Ethical Considerations

The ethical issues are the types of aspects that specify the individuality of the researcher while conducting the research process. In order to complete the research process successfully the researcher followed the required ethics and morals. The authentication methods are significant ethical considerations for the secondary source of data, the researcher followed these authentication methods to gather the data from secondary data sources. On the other hand the participant’s interest towards the research is the other significant ethical aspect, which should be taken into consideration. The researcher selected and included the participants according to their interest towards the research without troubling them and finally completed the research process in a reliable manner. 

Ann Rodriguez and Chris Page (2004), stated that Toyota and Honda are competing themselves with high standards in the Indian automobile market. Even though there are many other competitors in the marketplace Toyota and Honda, Tata and Maruthi are the major competitors in Indian auto industry.

Toyota and Honda are offering very classic vehicles to the customers over the World. This article explained the comparison of sales of hybrid vehicles of Toyota and Honda Companies. This article even explained the differences between marketing processes of these two companies. The significant information on current status and future opportunities of these two automobile companies is explained clearly. Especially the competitor analysis on marketing process of Toyota and Honda are explained clearly in this article.

Finally this article concludes that every company has its own identity and importance among the customers and the market. The products, services and sales vary from company to company but the major goal of every company is to satisfy the customers and get competitive advantages among the competitors.

Future work is required in order to explain the actual competitive standards of these companies in automobile market. This article is related to some companies of automobile industry and for this particular reason it is considered for the research process. 

This article reveals the significant information on introduction and history of Nano car along with the information on unique offerings of Tata Motors. According to this article, at the time when Nano entered Indian roads booking were too high and customer should at least wait for two to three months in order to get Nano car after booking process, but continuously the demand of Nano car increased through which Tata Motors manufactured many Nano cars and are directly selling them to the customers.

In order to promote and improve the sales of Nano car, Tata Motors used one test drive offer by which customer can take Nano for 15days and then if they are satisfied with the services then only they can purchase the car. This aspect shows the efficiency of Tata Motors in understanding and satisfying the wants and needs of the customers. According to this report Tata Motors is taking various steps in satisfying all wants and needs of customers.

The market share of Nano car is even explained clearly in this article and Tata Motors chairperson is considering Maruthi Suzuki as the major competitor for Nano car and revealed that sales of Maruthi Company are down after the entry of Nano car.

Finally this article concludes that Tata Nano is one of the best competitors of many automobile companies in India. Future work should be carried out in order to explain the SWOT of Nano car.

Article is related to Nano car, which is the example company, considered in the research process which initiated the researcher to consider this article information in the research process. 

This IJCA (2011) report includes different author opinions on marketing strategies that can be used to sale cars in the market. Ford Motors Company is taken as example within this article that clearly explains the background and history of Ford Motors. According to this article, Ford Motors is one of the famous auto companies in Indian market, which is giving tough competition to many other companies in the marketplace.

The information on types of Ford cars is explained clearly along with the information on car marketing strategies. Marketing plans and marketing strategies are same for all the companies but the difference takes place in the implementation process. According to the author’s information marketing strategies can be widely used in national and international markets in order to satisfy the customer wants and needs and to get competitive advantages among the competitors.

Future work should be carried out to this article in order to explain the appropriate car marketing strategies. Automobile sector is the significant topic in the research process.

This article is related to one of the automobile company related to Indian automobile industry that clearly explains the marketing strategies to be followed by the companies in order to improve their sales. For this reason this article information is used in the research process

According to views of Tino Toskala (2005) marketing is a significant aspect that plays a vital role in the success of specific product or company. Marketing strategies are the only aspects that regularly give new customers to the companies. In general, there are different types of marketing strategies that can be used to market the products but among the total strategies author selected five best strategies such as to give promotional offers and benefits to the customers, managing competitor analysis, advertisements in new locations, using media resources for advertisements and finally finding new place for advertisements.

All these strategies allow the customers to understand the product of the company that even creates product awareness among the customers. Advertisements play key role in attracting the customers towards the specific product and for this specific reason companies should use appropriate marketing strategies that satisfies the customers and gives competitive benefits.

Future work is required to this article in order to explain the information on other significant strategies related to car marketing process.

This article includes the significant information on marketing strategies that can be used by the companies to market their products and for this reason this article is used in as the information source in the research process.