Shodha Toyota FiNaL Report

1 MBA 10008049

INSTITUTE OF EXCELLENCE IN MANAGEMENT SCIENCE

http://www.toyotabharat.com/

EXECUTIVE SUMMARY

The aim of marketing is to meet and satisfy the needs and wants of the customers.

India has long-term potential to become a significant vehicle market. It has huge

population of nearly one billion people (of which 150-250 million are middle class), and

a current vehicle population of 3.5 million (equivalent to only 3.4 cars per 1000 people).

In spite of numerous market deterrents, the Indian automotive market has become

the focus of attention as several major auto manufacturers have announced large capital

investment plans to be carried out in the near future.

Prior to the early 90’s there were only four car companies manufacturing and

selling cars in India. Foreign investment was effectively banned and foreign technology

transfers were subject to government approvals. By 1993 the Indian government deli-

censed the Indian car industry, which eased other foreign auto manufacture’s entry into

the market first under joint partnerships, then wholly owned subsidiaries. Currently, India

is in the midst of an economic-recovery where vehicle sales rose 47 percent to 73,000

units in March 2000, up from 49,410 units in March 1999. The Indian passenger car

industry has grown more than ten times in the last ten years with sales increasing to more

than 4lakh vehicle.

The global automotive car market is growing at a rate of only 4% per annum.

Fortunes of the automobile industry will continue to hinge on the large, price sensitive

customer, who will take time to graduate to the higher end of the market. Unite then the

small car will continue to drive demand. And that is the eventuality that most of the car-

manufacturers are gearing up for.

2 MBA 10008049



Topic of the study:

"A study on Market potential for Toyota Etios car in Hubli city"

Objectives of the study:-

To ascertain the awareness level about Toyota ‘Etios’.

To know different factors which influences to buy Toyota ‘Etios’.

To study the importance of Brand name while purchasing a car.

Customer Satisfaction level with existing product (car).

Management problem:

Hubli-Dharwar is a one of the important commercial market of Karnataka and

there are lots of potential people who can buy Toyota Etios. As the Etios is the new

model launched by the Toyota in the mid size car segment, there is need to find the

market potential for Toyota Etios. So this has been objective behind selecting the topic.

This will help the company people the market potential of Toyota Etios.

Benefits of the Study:

This project was an opportunity for Toyota Etios will help the company at various

information regarding awareness of Toyota Etios and importance given to aesthetics

while purchasing a car.

Importance given to Brand name while purchasing a car.

Importance given to the Price while purchasing a car.

Importance given to Comfortness, safety etc while purchasing a car.

Interest level of people to buy Toyota Etios.

3 MBA 10008049



Percentage of people willing to have test drive of Toyota Etios.

Customer satisfaction level with the existing product.

Benefits to Me from this Study:

It will help me in understanding:-

The market for mid size cars in general and market in Hubli city in particular

Customers Decision Making Process while purchasing a car.

Customer’s choices of brands while purchasing mid size segment cars.

It will help in understanding, reviewing and suggesting improvements in creating

a market for ‘mid size segment car’.

Limitations:

I faced difficulty in collecting data because of busy schedule of the respondents.

Because of the busy schedule respondents may not have answered properly which

may not hold true in case they would have been given lot of time to answer.

It was difficult to get information from the organization guide due to their busy

schedule.

Methodology

The term methodology refers to the process, principals and procedures by which the

problems are approached and answers are seeked. The method chosen by an individual

are gently influenced by his/her assumptions and interests.

Type of Research:- 4 MBA

10008049 INSTITUTE OF EXCELLENCE IN MANAGEMENT SCIENCE


Descriptive market research

Data collection:

The data is collected from two source namely primary and secondary data.

Primary Data:

The primary data will be collected through questionnaires and discussions.

Secondary Data:

The secondary data was gathered from different Books, Company profile, Internet.

Data Presentation:

The data collected will be represented in the form of tables and graphs.

Sampling Population

The people of the Hubli city.

Sampling unit:

Business people, Professionals, Employees, college students of Hubli city.

Sample Size:

100

Sampling Method:

Samples are going to be select on Non probability convenient sampling method.

5 MBA 10008049



Findings of the study:-

As Toyota is a leading automobile maker and has a good response from the Indian market

so most of the respondents are aware of Toyota automobiles.

It’s seen that 87% of the respondents are aware of Toyota Etios.

86% of respondents are giving main preference to Brand name while making

buying decision.

67% of respondents said Mileage is Most important while buying a car.

44% of respondents give Most important to price factor, where 41% of customers say it is important.

57% of customers say Safety is Most important, & 27% says its Important factor.

83% of customers are satisfied with their car, & 14% of customers are not

satisfied.

Suggestions:

Price, Mileage, performance, safety & brand name are the main attributes which

are going to grab the market share for Etios and hence this should be highlighted

in advertisement & make them to know.

6 MBA 10008049



Also the Dealer should place attractive hoardings of the Toyota brands at

Strategic locations in Hubli city.

Services after sales should be improved to overcome the service barriers.

Personal contact should be done to the potential customer so as to convenience

the customers as there is lot of varieties of mid size cars in the market.

Conclusion:

It is a great privilege to me to study in the esteemed organization that has helped

me to procure immense knowledge about the working of the organization. I would

conclude that Shodha Toyota is one of the Best Organizations dealing in selling of the

vehicle produced by the world’s largest car manufacturing company.

Based on the data analysis, I conclude that when consumer purchases a car: Price,

Mileage, Safety and brand name of car influence him to buy a car, and also customers

choose the well quality cars.

The study helped me to gain valuable insights in Opportunity Analysis and

Consumer Behavior, towards potential for Toyota Etios. This project titled has been a

knowledge gaining experience for me. By interacting with the respondents and making

visits to the customers, I have been able to understand that understanding customers is an

art and it takes a very strong brand image for a company to retain itself in the market.

7 MBA 10008049



CHAPTER 1

1.INTRODUCTION

8 MBA 10008049



INTRODUCTION TO STUDY:

The automobile sector has today become one of the vital areas in markets.

Various upcoming features have enhanced the global competition in today's Automobile

sector. Implementing new technologies, new features and considering the customers

preference are the important factors for the company's existence in the competitive

market. So if the company wants to face the competition, it has to have the update

knowledge of the consumer tastes and preference. Our research is undertaken to study the

market potential for Toyota Etios car in Hubli City.

INDIAN AUTOMOBILE HISTORY

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

pressed-steel wheels, and four-wheel brakes. The origin of automobile is not certain. In

this section of automobile history, we will only discuss about the phases of automobile in

the development and modernization process since the first car was shipped to India. We

will start automotive history from this point of time. 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

9 MBA 10008049



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 was 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 was followed by Henry Ford's first

experimental car that same year.

AUTOMOBILE INDUSTRY IN INDIA

The Automotive industry in India is one of the largest in the world and one of the

fastest growing globally. India's passenger car and commercial vehicle manufacturing

industry is the seventh largest in the world, with an annual production of more than 3.7

million units in 2010. According to recent reports, India is set to overtake Brazil to

become the sixth largest passenger vehicle producer in the world, growing 16-18 per cent

to sell around three million units in the course of 2011-12. In 2009, India emerged as

Asia's fourth largest exporter of passenger cars, behind Japan, South Korea, and

Thailand.

As of 2010, India is home to 40 million passenger vehicles and more than 3.7

million automotive vehicles were produced in India in 2010 (an increase of 33.9%),

making the country the second fastest growing automobile market in the world.

According to the Society of Indian Automobile Manufacturers, annual car sales are

projected to increase up to 5 million vehicles by 2015 and more than 9 million by 2020.

By 2050, the country is expected to top the world in car volumes with approximately 611

million vehicles on the nation's roads.

Current Scenario:

10 MBA 10008049


http://en.wikipedia.org/wiki/Indian_Road_Network

http://en.wikipedia.org/wiki/Thailand

http://en.wikipedia.org/wiki/South_Korea

http://en.wikipedia.org/wiki/Japan

http://en.wikipedia.org/wiki/Automobile

http://en.wikipedia.org/wiki/Asia

http://en.wikipedia.org/wiki/Automotive_industry

http://en.wikipedia.org/wiki/India


The Indian automobile industry crossed a landmark with total vehicle production of 10 million units.

Car sales during the year 2009 is 8, 93,934 units in March 2009 by rising 1.09% over 8, 84,313 units in March 2008.

Snippets

India, sourcing base for global auto majors.

By 2012, India is expected to witness over Rs 40,000 crore of investment. Passenger car and motorcycle segment is set to grow by 8-9%. Commercial vehicle to grow by 5.2 per cent.

INDIAN AUTOMOBILE INDUSTRY GROWTH

The passenger car and motorcycle segment in Indian auto Industry is growing by

8-9 per cent.

Facts & Figures

India, in auto sector, is turning to be a sourcing base for the global auto majors.

The passenger car and the motorcycle segment is set to grow by 8-9 per cent in coming

couple of years, says the ICRA report. The industry is likely to maintain the growth

momentum picked up in 2009-10. The ICRA's analysis points on the auto sector that the

passenger car market in the country was inching towards cars with higher displacements.

The sports-utility-vehicle that was getting crowded every day, would witness intense

competition as many SUVs had been competitively priced, the report said. Honda,

Suzuki, Toyota, General Motors and Hyundai, the global automakers had already

launched their premium SUVs in the market to broaden their portfolio and create product

excitement in the segment estimated at about 10,000 units annually. Heavy commercial

vehicles market would rise at 5.5 per cent and sales of light buses and trucks would

achieve 4.7 per cent growth. For the tractors, the report predicts a growth at 4.6 per cent.

11 MBA 10008049



Automobile industry

The first auto vehicle rolled out in India at the end of 19th century. Today, India is

the 2nd largest tractor and 5th largest commercial vehicle manufacturer in the world.

Vehicle production

India is the 11th largest Passenger Cars producing countries in the world and 4th

largest in Heavy Trucks. Toyota Motor Corporation is the 3rd largest auto manufacturer

in the world. It is currently the 7th largest car maker in India.

Graph Showing Turnover of automotive Industry in India

GROSS TUNROVER OF THE AUTOMOBILE INDUSTRY IN INDIA

Year (IN USD MILLION)

2004-05 20,896

2005-06 27,011

2006-07 34,285

2007-08 36,612

2008-09 38,238Conversion Rate Rs.40 = 1 USD

12 MBA 10008049




CHAPTER 213 MBA



2. TOYOTA COMPANY

OVERVIEW

COMPANY HISTORY

The Toyota Motor Co. Ltd was first established in 1937 as a spin-off from Toyota

Automatic Loom Works, one of the world's leading manufacturers of weaving

machinery.

Japan’s “King of Inventor” Sakichi Toyota headed the Toyota Automatic Loom

Works. The patent rights to one of this machine had been sold to Platt Brothers (UK) and

14 MBA 10008049



provided the seed-money for the development and test building of Toyota's first

automobiles. August 1997 marked the 60th anniversary of TMC.

Headquartered in Aichi, Japan, Toyota Motor Corporation, commonly known as

Toyota, was founded by Kiichiro Toyoda in 1937. Toyota Industries, to manufacture

automobiles. Vehicles were originally sold under the name Toyoda, from the family

name of its founder. World's Third largest automaker, Toyota stepped in the indian

markets through a collaboration with the Kirloskar Group in 1997, launching its flagship

sedan, Corolla. Toyota, the engineering prodigy, has offered the Indian market with its

ace models like Toyota Camry, Corolla, Land Cruiser, Prado, Altis and Innova

Production systems were improved in the late 1950s, culminating in the

establishment of the 'Toyota Production System. It came to known as TPS in 1970 but

was established much earlier by Taiichi Ohno. Based on the principles of Just-in-time

and Kaizen, the system is a major factor in the reduction of inventories and defects in the

plants of Toyota and its suppliers, and it underpins all our operations across the world.

Toyota launched its first small car in 1947. Production of vehicles outside Japan began in

1959 at a small plant in Brazil, and continued with a growing network of overseas plants.

Toyota believes in localizing its operations to provide customers with the products they

need where they need them; this philosophy builds mutually beneficial in long-term

relationships with local suppliers and helps the company to fulfill its commitments to

local labor.

Over and above manufacturing, Toyota also has a global network of design and 'Research

15 MBA 10008049



and Development facilities embracing the three major car markets of Japan, North America and Europe.

In every community in which the company operates, Toyota strives to be a responsible corporate citizen; close relationships with people and organizations in the local community are essential contributors to mutual prosperity. Across the world, Toyota participates enthusiastically in community activities ranging from the sponsorship of educational and cultural programmers to international exchange and research.

Today, Toyota is the world's third largest manufacturer of automobiles in unit sales and in net sales. It is by far the largest Japanese automotive manufacturer, producing more than 5.5 million vehicles per year, equivalent to one every six seconds.

About Toyota Kirloskar Motor Ltd

Toyota Kirloskar Motor Ltd. (TKML) was founded on 6th October 1997, as a joint

venture between Toyota Motor Corporation, Japan and the Kirloskar Group. Toyota

Motor Corporation is the 3rd largest auto manufacturer in the world. It currently is the 7th

16 MBA 10008049



largest car maker in India after Maruti Suzuki, Hyundai, Tata, Mahindra, Chevrolet, and

Ford. The TKML is practicing Toyota Production System at their plant at Bidadi,

Bangalore.

The Toyota Production System was born out of need. The two pillars that this

system is based on are Just In Time and Automation. The Toyota Production System

relies on absolute elimination of waste as essential.

Toyota is by far the largest Japanese automotive manufacturer, producing more

than 4.5 million vehicles per year, equivalent to one car manufactured every six seconds.

Toyota's plant in India is situated at Bidadi, Karnataka, which is a green belt Toyota's

commitment to preserving environment is very high.

Toyota all over the world provides a wide selection of innovative, reasonable

priced and high- quality products through an exclusive dealer network with the best sales

and aftersales service at global Toyota standards. Timely customer feedback through the

service network also allows the company to respond to emerging customer needs and

introduce new products tailored to the Indian Market.

TKML sold 74,759 vehicles in India in the year 2010 registering a growth rate of

38% compared to 2009 sales.

On 16 March 2011, it announced that it was increasing production to 2,10,000

vehicles per annum due to increase in demand for its models especially the Etios and

Fortuner.

17 MBA 10008049


http://en.wikipedia.org/wiki/Toyota_Fortuner

http://en.wikipedia.org/wiki/Toyota_Etios

http://en.wikipedia.org/wiki/Ford_India_Private_Limited

http://en.wikipedia.org/wiki/Chevrolet_Sales_India_Private_Limited

http://en.wikipedia.org/wiki/Mahindra_%26_Mahindra_Limited

http://en.wikipedia.org/wiki/Tata_Motors

http://en.wikipedia.org/wiki/Hyundai_Motor_India_Limited

http://en.wikipedia.org/wiki/Maruti_Suzuki



VISION

&

MISSION

Mission

18 MBA 10008049



Our mission is to design, manufacture and market, automobiles that offer global standard

and Quality that exceeds customer expectations and provides superior value and excellent

after sales service.

Vision

Contribute to the Indian Industry and economy through technology transfer,

human resource development and vehicles that meet global standards at a

competitive price.

Contribute to the well – being and stability of team members.

Contribute to the overall growth of its business associates and in the automobile

Industry.

Technology Transfer

19 MBA 10008049


“Growing Together “ Toyota “Technology Transfer” Production

System


Guided by the principle of "Growing Together", Toyota Group companies have

contributed to the growth of the automotive industry in each country they operate in,

through strong partnerships based on a high level of localization and technology transfer.

Along with manufacturing and sales activities, Toyota Group companies provide

extensive know-how related to product development, manufacturing and sales through

technological transfers to local corporations. And those corporations also transfer

technology to their affiliate companies. In this manner, manufacturing and sales levels

will be steadily improved on a broad basis.

Toyota products made in India have become increasingly competitive as a result

of continual, comprehensive improvements made ill operations. The introduction of the

world-famous Toyota Production System and cutting-edge technology has advanced

industrial innovation. Our professionals in manufacturing and sales contribute to higher

competitiveness and the growth of Indian industries in this new century.

Toyota branded vehicles rank annually among the world's highest-quality cars in

third party surveys of customer satisfaction.

Environment, Technology and Employment

Toyota is committed to manufacture technically advanced and environment friendly

products. Our plant at Bidadi surrounded by a greenbelt, meets high environmental

20 MBA 10008049


“Growing Together “ Toyota “Technology Transfer” Production

System


standards and has also obtained ISO 14001 certification on 26th April 2001.

Toyota has always believed that the best way to serve society is by providing automobiles

that will not only make people happy, but will also be environment friendly. Wastewater

at TKM is collected and purified to a level that can be used for fishponds and rice fields.

To realize high quality vehicle production at reasonable prices, Toyota seeks the best

balance between human resources and advanced robot technology.

21 MBA 10008049



Strengths:

1. Toyota Motor Corporation (TMC) is the world’s largest vehicle manufacturer by

production and sales.

2. Toyota Motor Corporation is the part of “Toyota Group” one of the biggest

conglomerates in the globe.

3. Toyota is best known for environmentally safe, Quality, durability, reliability, and

value for money and convenient.

4. In 1997, Toyota began manufacturing of the globe’s best-selling hybrid car, the

Prius.

5. The principles and beliefs based on Continuous Improvement and Respect for

People.

6. Toyota has very strong presence in Europe due to the accomplishment of Toyota

Team Europe.

7. It presently maintains more than 16 percent of the US market.

8. For the year 2005, Toyota ranked 8 on Forbes 2000 directory of the world’s

leading companies.

9. Toyota’s sales had risen 9.2 percent mostly on demand for Camry sedans and

Corolla

10. It has initiated new technologies including first bulk-produced hybrid gasoline-

electric automobile which had two million sales worldwide in 2010.

11. For the first quarter of 2008, Toyota was number one in worldwide vehicles sales.

Weaknesses:22 MBA



1. Toyota was badly hit by the 2008 financial crisis and declared its first annual loss

in 70 years history.

2. In May, 2009, Toyota Motor Corporation reported a record yearly net loss of

US$4.2 billion.

3. In 2005, Toyota faced criticism because of large-scale re-call and quality issues.

4. Toyota offers most of its brands in the Japan and United States, where as

competitors’ get global efficiency.

Opportunities:

1. Joint ventures with French motoring companies Peugeot and Citroen has provided

various opportunities for the company to produce cars in France.

2. In 2009 quoting declining production numbers, the State Bank of India (SBI)

decreased interest rates on automotive loans.

3. North American consumers shifted to more fuel-efficient and higher-quality

product of European and Japanese automakers.

4. Indian GDP is about 6% which indicate a better economy and infrastructure in

Indian rural sides which can sustain growth and improvement of poverty in

economy.

5. Produce fuel-efficient, less prize, higher-quality and smaller automobiles that can

attract the consumers.

6. Government of China reduced automotive taxes in order to support declining

sales.

Threats:

23 MBA 10008049



1. The financial Meltdown resulted in liquidity deficit in the U.S banking system

which ultimately decreased consumer wealth.

2. Industry is facing adverse impact of fluctuations in foreign currency conversion

rates.

3. Increased competition, market saturation, forceful marketing campaigns and

rising competitive pressures.

4. Increasing maintenance costs of vehicles, rising fuel price and changing customer

preference are challenging threats.

TOYOTA COMPETITORS

International National

Nissan Tata

Fiat Maruti Suzuki

Honda Ford

Range Rover & Land Rover Honda

Volkswagen Skoda

Audi Hyundai

Chevrolet General Motors

Renault Mahindra

Ford Volkswagen

Mitsubishi

Skoda

24 MBA 10008049


1


Toyota Motor Corporation

Global Vision

25 MBA 10008049



TOYOTA MOTOR CORPORATION (TMC) has established the basic concept

for “2011 Global Vision” - a company-wide management outlook that sets the direction

for long-term management. TMC President Fujio Cho announced the details of this

vision within the company today, calling on all to “take on the challenges of innovation

with complete passion and dedication”.

“2011 Global Vision” evolved from the course outlined in “2005 Vision”, which

TMC set in 1996. Since then, Toyota has positioned the early part of the 21st century as

its “Second Founding Period” and has been engaged in efforts to realize harmonious

growth. But current conditions have convinced Toyota that it is now time to: create new

dreams for future growth; determine the direction in which to proceed; and carry out

concrete reforms. These conditions include global political, economic and social trends,

as well trends toward next-generation technologies, such as environmental and

information technologies, and various changes in the management environment.

Centered on the basic theme “Innovation into the Future”, the core objective of

“2011 Global Vision” is to set a course for a more prosperous society based on making

things and technological innovation. It proposes the corporate image for which all of

Toyota should strive and the paradigm change Toyota should undergo with consideration

toward what society is expected to be like in the 2011’s.

Since its foundation, Toyota has sought to contribute to society by “making

things” and “making automobiles”. Toyota plans to break down the contents of this

paradigm change for easier linkage to an internal reform movement that aspires to create

a global corporation where each employee is passionate about future growth and about

building a prosperous society in the new century.

26 MBA 10008049



4 Innovations for the Future

1. Toward a Recycling-based Society

As we move toward a “recycling society” on a global scale, demands are rising that

we move away from the era of large-scale production and large-volume consumption and

disposal toward a recycling based society that promotes conservation of resources,

reusing and recycling. Toyota will endeavor to become a leader of global regeneration

through its outstanding environmental technologies.

2. Toward the Age of ITS and Ubiquitous Networks

Information and telecommunications technologies are advancing, the use of IT in

automobiles is progressing, mobile information services are improving dramatically, and

transport infrastructure and infrastructure-respondent preventive safety are developing.

Against this backdrop, Toyota will aim to be a leader in creating vehicles and a motorized

society in which people can live safely, securely and comfortably.

3. Toward Development of Motorization on a Global Scale

Motorization is advancing in China and other emerging markets and people around

the world are enjoying the high degree of mobility afforded by automobiles. In order to

promote this, Toyota will expand the appeal of automobiles throughout the world and

largely increase the number of fans of Toyota, resulting in Toyota being able to include in

its view a global share of about 15% early on in the 2011’s.

27 MBA 10008049



4. Toward a Matured Society

As nationalism steadily declines and respect for all peoples expands throughout the

world, global companies are shifting toward societies where people of a variety of

nationalities and ethnicities can engage in lively exchanges of ideas. Toyota seeks to

become a truly global enterprise that is respected by all peoples around the world.

Paradigm change

To become the corporation of our future vision, Toyota will boldly undertake a

worldwide review of existing corporate structures, frameworks and methods and

implement a paradigm change in order to address issues such as development of a wide

range of cutting-edge technologies, construction of corporate structures that can be

successful in global cost competition, global expansion of business, product development

that responds sensitively to the immediate market, establishment of efficient local

management and construction of sales structures suitable for individual markets.

28 MBA 10008049



CHAPTER 3

3.ORGANIZATION PROFILE

29 MBA 10008049



TOYOTA MOTORS PVT LTD

SHODHA TOYOTA

About Shodha Motors

Shodha Toyota consists of the following Board of Directors:

Group CEO : Mr. R G Kulkarni

Managing Director : Mr. Prasad Deshpande

Director : Mrs. Meghana Deshpande.

Director : Mrs. Kalpana Nayak

Mr. R.G. Kulkarni (Group CEO)

Shodha Toyota is engaged in Sales and Service of Toyota Vehicles. Shodha Toyota covers 12 district of Northern Karnataka. The CEO R.G. Kulkarni, heads Shodha Toyota, who looks after all the 3S (i.e., Sales, Service and Spare Parts) activities of the organization.

30 MBA 10008049


Mr. Prasad Deshpande (MD)


The organization chart reveals that it has 3 departments, Administration and

Accounts department, Sales department and lastly Service department.

Administration and Accounts department consists of Finance and Admin

Manager, followed by Human Resource Officer, Accounts Officer, Cashier, Maintenance

Officer, Receptionist and EDP Officer.

The Sales department consists of Sales Manager, Assistant Sales Manager,

Showroom Sales Officers, Field sales Officers and finance sales officer.

The Service Department comprises of Service manager, who is responsible for

both the spares and service activities. The service department consists of Parts-In charge,

Parts-Assistants, Accessories-In charge, Warranty Clerk, Service Advisors, Job

Controller, Chief General Technicians, Technicians, Washers, Cleaners, Painter and

lastly Gardeners.

Qualis is a quality proven multipurpose vehicle, which was launched in the year

2000. The organization has a strong sales team, which sells more than 30 vehicles in a

month. It also conducts various promotional activities as and when required.

The service is also not weak in serving the vehicles. Minimum 10 vehicles per

day come for service. The service team provides a satisfactory service to the customers.

This can be verify by Customer Relation Officer who is always in touch with the

31 MBA 10008049



customers and follows up the customers which includes both purchased as well as

serviced one.

The organization believes in “KAIZEN” principle, where in each individual and

process has to improve continuously.

Shodha Toyota is situated on Poona- Bangalore NH, 11Kms from Hubli. Hubli is a

business center and is well connected by road, rail and air.

The customer base includes Industrial houses, Businessmen, Government Departments

and others. They have implemented Quality Management System in accordance with

ISO-9001: 2000 and they are in the process of obtaining the desired result.

Shodha Toyota, Hubli, is the latest to join the network of exclusive Toyota '3S'

dealership. '3S', which signifies Sales, Service & Spare parts under one roof, is Toyota's

unique approach to customer care and service. The Sales, Service and Spare Parts officers

in the Dealership have been given extensive training by Toyota.

Shodha Toyota is one of the first of its kind in Hubli, similar to other Toyota Dealerships

in India, meeting Toyota International Standards. It is fully equipped with state-of-the-art

tools & equipment and necessary spare parts, from the day of commencement of its

operations. Mr. S. Yamazaki Managing Director, Toyota Kirloskar Motor Ltd., in

presence of the Honorable Minister for Large & Medium Industries, Govt. of Karnataka,

Mr. R. V. Deshpande, the Deputy Managing Director of TKML, Mr. K. K. Swamy, and

Director of Marketing - TKML, Mr. S. Aoki, inaugurated the facility on 29th April 2001.

Qualis, launched as a premium MPV a year ago, conforms to the global Toyota Standard.

Toyota Qualis is poised in a category all to itself, having set new benchmarks for Quality,

Reliability and Perfom1ance. It is powered with most efficient 2.4L diesel engine and

comes in different variants, and conforms to Euro standards by wide margins.

Toyota Qualis launched in January 2000, has 35% market share in the MPV segment,

32 MBA 10008049



selling 21,785 Qualis (domestic sales) in its first year of operation itself, exceeding its

yearly target of 20,000 units. 2001 saw a demand for Qualis on the rise, with record sales

of 3,010 units in March alone.

Strength of the Organization:

Toyota believes that an organization gets its strength from its employees. We cultivate a corporate culture that truly reflects the qualities of 'Continuous Improvement' and 'Respect for People' in all our activities, collective and individual. We not only encourage employees to give their suggestions on improving our products, practices and work environment, but also reward them for their valuable inputs.

Total employees = 173 as per Aug 2011.

Working hours of employment:

In Shodha Toyota, the employees work for eight hours per day.

Service 9:00am To 6:00pmSales 9:30am To 6:30pmAdmin & Finance 9:30am To 6:30pm

On Sundays- 10.00 am to 2.00pm (OT will be given)

Attendance Maintenance:

The presence of an employee can be verified by the attendance register, wherein

each employee has to sign it twice (morning and after launch) as a day is divided in two

parts (1st half day and second half day).

Canteen Facility:

33 MBA 10008049



The employees as well as customers can enjoy the food in organization it. Shodha

Toyota has a canteen facility where in the employee gets subsidized food where as

customers get the same thing at a cheaper rate.

FACILITIES

Shodha Motors - Hubli

Showroom Service Reception

Spare parts Warehouse Events

PROMOTIONS

34 MBA 10008049



Monsoon Campaign Smiles Toyota Genuine Life Long Body Coating

SHODHA TOYOTA MISSION STATEMENT

“TOTAL CUSTOMER SATISFACTION IS OUR MISSION”

TO ACHIVE THIS WE WILL ALWAYS STRIVE TO IMPROVE PROCESSING CONTINUOUSLY

AND DELIVER QUALITY SERVICE AS PER CUSTOMER NEEDS AND THUS BUILD

“CUSTOMER FOR LIFE”

35 MBA 10008049



36 MBA 10008049



37 MBA 10008049



RESPONSIBILITIES OF TOP MANAGEMENT:-

1. To define and document mission statement and quality objectives for the

organization.

2. To set-up organization structure by defining levels of authority and

responsibilities.

3. To define the authority and responsibility for taking corrective and preventive

actions for the non-conformances observed in the QMS.

4. To plan for quality by providing required resources to the personnel.

5. To recruit and to provide adequate training to motivate personnel in all areas of

objectives.

6. To review the performances of all the functional departments and overall

performance of the unit with respect of quality.

7. To plan for quality with the help of process based approach. An approach for all

process to achieve the desired results.

38 MBA 10008049



Objectives of the Organization

Managing Director in co-ordination with General Manager has defined following quality

objectives for Shodha Toyota.

1. To understand and define customer vehicle requirements clearly and executing the

order as per the sales process so as to achieve 100% customer satisfaction.

2. To procure spare spare parts and materials from approved suppliers and keep

optimum stock levels so that customer requirements are fulfilled.

3. To understand and define customer service needs clearly and executing them as

per service process so as to achieve 100% customer satisfaction.

4. To allocate work to competent personnel and improve their competence through

effective training.

5. To improve process continuously at every opportunity.

6. To maintain pressure free environment, hygienic facilities and clean, atmosphere

with an aim serve people and society.

39 MBA 10008049



7. To meet the requirements all interested parties, via suppliers, directors,

employees, Toyota Kirloskar Motors Ltd, suppliers, statutory and regulatory

bodies with an aim to enhance stake holder’s satisfaction.

DEPARTMENTS

SALES DEPARTMENT

40 MBA 10008049


SALES MANAGER

Assistant Sales

Manager

Assistant Sales

Manager

Field Sales Officers (Belgaum Rural)

Field Sales Officers (Dwd dist. &

Field Sales Officers (Belgaum City)

Field Sales Officers (Gulb & Bidar)

Field Sales Officers (Davanageri)&

Haveri)

Field Sales Officers (Raichur)

Field Sales Officers (Bellary &

Field Sales Officers (Bagalkot &


It is an important part of the Shodha Toyota, Hubli it mainly comprises of sale of

utility Vehicle and passenger cars namely Qualis, Corolla and Camry. The Toyota Sales

Process has six modules, which follow the steps in Toyota sales Process.

These modules include:

1. Preliminary Activities

2. Approach and Qualifying

3. Presentation and Demonstration

4. Negotiation and Closing

5. Delivery

6. Follow Up

1. Preliminary Activities:

Preliminary Activities include collection of all databases of the customers and

generation of the yearly sales target activity takes place. The general Manager and the

Sales Manager plan this activity. Sales target are set for that particular year. Further it

also includes monthly sales planning which depends on the ability of the sales officer and

the potential area of the monthly sales targets will be allocated to each sales officers.

2. Approach and Qualifying: 41 MBA



Sales territory of Shodha Toyota is distributed within 12 districts. Each district has

one Assistant sales Manager who collects the information of the customers and informs

the sales Manager. Here then the sales Manager sends direct mail advertising about the

vehicle of the customer.

Sales letter

Circulars

Price list

Catalogs

Leaflets

Pamphlets

Broacher

Postal

Qualifying includes whether the customer is a potential buyer. People may be targeted

according to their standard of living, designation and their ability to pay.

3. Presentation and demonstration:

Once the customer approach the showroom the presentation and demonstration activity is

carried out. This activity includes display of the vehicle and features such as safety and

security, style and design, interiors, information regarding the engine are brought into

light.

4. Negotiation and closing:

42 MBA 10008049



Once the customer decides to buy the vehicle the sales manager negotiates with him and

further documentation takes place. Once the customer is satisfied the deal is closed. He

will be given some other special benefits like financial options, free one-year insurance

and other such schemes.

5. Delivery:

After the execution of the above - mentioned activities Delivery of the vehicles takes

place.

6. Follow Up:

Responsibilities of the showroom extent not only after the sales of the vehicle but there is

an extend courtesy which includes a phone call from the sales Department on the 3 rd day,

followed by a “thank you” Letter along with a phone call by the sales Manager and a

photograph taken on the date of the delivery of the owner.

43 MBA 10008049



RESPONSIBILITIES OF SALES MANAGER

1. To Plan set target and sales of vehicles.

2. Monitoring daily targets of all sales officers.

3. Conducting sales meeting regularly

4. Monitoring daily customer / weekly reports enquires.

5. Ensuring effective territory coverage by sales officers.

6. Achievements of sales target.

7. Identifying the inventory and provide inventory to sales officers.

8. Interaction for event / promotional activities with TKM

9. Coordinating Customer Relationship Management

44 MBA 10008049



10. Motivating sales officers, their performance review and periodic appraisal.

11. Co-ordinating training program.

12. To ensure show room housekeeping, perfect condition of display vehicles and test –drive vehicles.

13. To attend management review meeting and indicating corrective and preventive actions.

SERVICE DEPARTMENT

45 MBA 10008049


Head Customer Service

Manager-Service

Service Advisor Job Controller Parts Assistant

Chief Gen. Tech.

Chief Gen. Tech.

Chief Tech

(Body & Paints)

Warranty Clerk

Gen

Gen

Gen

Gen

Gen

Gen

Gen

Gen

Gen

Gen

Manager-Parts

Accessories Sales Officer


Head Customer Service, heads workshop or servicing departments, he is assisted

by a service Manager. 3 Service Advisors, a job Controller and a Part in charge then

assist the service Manager.

When a vehicle is brought for servicing, then service Manager refers it to any of

the advisors, who then prepares a job card, jots down the problems, what the customer’s

complaints are about? He then gives advises for repairs, replacements and then further

process of repairs and general check up starts that is when the responsibility is handed

over to the Chief Technicians who carry on the work on the work and after all mechanical

work is completed, the vehicle is sent to washing where the outer body is given the water

wash and the interiors are given air blow.

46 MBA 10008049


Washing

Denter Body Tech

Paint Tech


In the same way accident cases are dealt with and the procedures for repairs goes

hand in hand with the insurance agent who inspects the vehicle and then gives orders for

further repairs. On an average 15 vehicles are serviced in a day.

RESPONSIBILTIES OF SERVICE MANAGER

The service Manager is the leader of the dealer service workshop He is responsible to:

1. Plan, lead, Organize and control the service department.

2. Analyze and ensure customer satisfaction.

3. Direct Staff towards Customer oriented thinking.

4. Oriented Dealer organization in accordance with customer needs.

47 MBA 10008049



5. Co-ordinate service and warehouse operation

6. Observe dealership Guidelines and fulfill manufacture’s priority tasks.

7. Generate profit for the dealership, monitor cost effectiveness, analyze major

service indicators and develop market for dealership.

8. Manage service shop infrastructure, environmental and safety issues.

ADMINISTRATION DEPARTMENT

Administration Departments looks about the financial aspects of the company.

The accounts department at Shodha Toyota is fully computerized and Finance/

Administrator heads it. The other persons under the Finance / Administrator are human

Resource Officer, Accounts Officer, Electronic Data Processing Officer, Cashier,

Receptionist and Housekeeping supervisor.

All the information regarding the financial aspects is maintained in the computers.

48 MBA 10008049



Liva

49 MBA 10008049



New Etios

Corolla Altis

Prius

50 MBA 10008049



Fortuner

New Land Cruiser

Innova

51 MBA 10008049



New Land Cruiser Prado

Camry

52 MBA 10008049



TNS Award – Total Customer Satisfaction Study Qualis,

Corolla & Camry 2010.Overview of Toyota Etios

Toyota Etios- An outstanding combination of compact size and avant-garde technology.

Toyota Motor Corporation the 3rd largest auto manufacturer in the world has launched its

highly awaited sedan, Toyota Etios on Dec 1st 2010. This is the first ever and the last (as

per the company) low cost sedan from Toyota stable. Toyota Etios is available in 6 colors

comes with 5 variants namely Toyota Etios J, Toyota Etios G, Toyota Etios G safety,

Toyota Etios V and Toyota Etios VX, from Rs 4.96 lakhs to 6.86 lakhs.

Toyota Etios is targeted at masses in India. As per the company, to develop this people's

car, over 2,000 engineers were engaged to give it small size without compromising on the

eye-catching interior, Power, Performance and Higher fuel economy. The exterior of the

53 MBA 10008049


NDTV Car & Bike Awards 2011: Ista Green Award – Prius Sub-Compact Sedan of the year – Etios

Subros Car & Bike India Awards 2011: Engine of the year – Altis Diesel Green Technology of the year – Prius

Auto India: Best Brand Awards 2011 – Toyota Most Eco-friendly – Toyota

Over Drive CNBC TV 18 Awards 2011: Car of the year – Toyota Etios Mid Size Car of the year - Toyota Etios Green award of the year – Prius

Bloomberg UTV Auto Car Award 2011: Saloon car of the year 2011 – Etios Green Award of the year – Prius


car is sporty and sharp. Front face of the Toyota Etios looks like a smiling face of human

with dimples at cheek (headlamps).

Toyota has promised to provide world class technology and quality with the Toyota

Etios. The design concept for the car is Bold Simplicity which is referred to affordable

luxury and functionality in one machine. This will compete with the Tata Indigo CS, Maruti

Swift Dzire, Tata Indigo Manza, Chevrolet Aveo and the Ford Fiesta. Toyota holds a tremendous

brand recognition and reputation in India. This new innovation of Toyota, Etios sedan comes

equipped with 1.5 litre petrol engine. The Toyota Etios engine will produce 90 PS of

peak power at 5600 rpm. The engine generates maximum torque of 132 Nm at 3000 rpm.

This simply indicates huge power hidden in this vehicle.

54 MBA 10008049



Toyota Etios is available in 5 variants namely:

Toyota Etios J Toyota Etios G Toyota Etios G safety Toyota Etios V Toyota Etios VX

Toyota Etios Q Class – Sedan (Available now only in Petrol, Diesel will be launched in September 2011).

Toyota Etios is available in 6 different colors:

Symphony Silver

Harmony Beige

Serene Bluish Silver

Vermilion Red

Celestial Black

White

TECHNICAL SPECIFICATION OF TOYOTA ETIOS:

Car DimensionsLength (mm) : 4265Width (mm) : 1695Height (mm) : 1510Ground Clearance (mm) : 170Wheel Base (mm) : 2550Kerb Weight (Kgs.) : 915CapacityFuel Tank Capacity (Litres) : 45

55 MBA 10008049



Seating Capacity : 5Trunk Capacity (Litres) : 595Engine DetailsEngine Model : 2NR-FEDisplacement (CC) : 1496Cylinders : 4Max. Torque : 132 Nm @ 3000 rpmMax. Power : 90 PS @ 5600 rpmNo of Valves : 16Valve Mechanism : DOHCTransmissionFuel Efficiency & PerformanceHighway (kmpl) : 18Overall (kmpl) : 17.6

FuelType : PetrolSteering & BrakesSteeringType : (Electronic) Power AssistedMinimum Turning Radius : 4.9Front Brakes : Ventilated DiscRear Brakes : DrumSuspension & WheelsFront Suspension : MacPherson StrutRear Suspension : Torsion BeamWheel Type : SteelWheel Size : 14 InchesTyres : 175/65 R14

56 MBA 10008049



INTERIOR

57 MBA 10008049



FEATURES OF TOYOTA ETIOS:

Comfort & Convenience Air conditioner with Heater & Clean Air Filter Power Windows Electric Power Steering Central Locking Cooled Glove Box Front Cabin Lights Front Power Outlet (12V) Sporty Front Headrest

58 MBA 10008049



Pillow Type Rear Headrest Tilt Steering Digital Tripmeter Speakers 4

Interior Features Internally Adjustable ORVM Luggage Room Lamp 7 Bottle Holders (1 Litre) Front Door Pockets Rear Door Pockets Day/Night Inside Rear View Mirror Driver - Side Sunvisor Remote Fuel Lid Opener Remote Tailgate Opener Assist Grip with Coat Hook 3

Exterior Features Body Coloured Bumpers Side Protection Moulding Chrome Insert Intermittent Wiper Tubeless Tyres Full Wheel Caps Chrome Garnish on Boot Front Grille Chrome Ornament 12 Spoke Sporty Alloy Wheels

Safety Features Immobilizer Keyless Entry Door Ajar Warning ABS (Anti-Lock Braking System) EBD (Electronic Brake Distribution) SRS Airbags

Advantages:

Good Performance Reliability

59 MBA 10008049



Value for money Good mileage High power and torque for high speeds and great pickup.

Disadvantage:

Long waiting for delivery.

60 MBA 10008049



CHAPTER 4

4. METHODOLOGY

Methodology

The term methodology refers to the process, principals and procedures by which the

problems are approached and answers are seeked. The method chosen by an individual

are gently influenced by his/her assumptions and interests.

61 MBA 10008049



For this project both primary and secondary data are required, hence both types of data

have been collected.

The study method involves the following:

Framing the objectives of the study

Based on the objectives determine the means of data collection.

Framing of Questionnaire.

Analyzing the data.

From the analyzed data interpret the results.

From the results determine the satisfaction level.

Finally suggestion, conclusions and recommendations based on the interpreted

results.

1. Survey:

It is a systematic gathering of information from the respondents for the purpose of

understanding and or predicting some aspects of behavior of population of interest. It

provides data on attitude, feeling beliefs, past and intended behavior, knowledge,

ownership, personal characteristics and other descriptive items.

Questionnaire

We use questionnaire as a research tool consisting of a series of questions and other

prompts for the purpose of gathering information from respondents and statistical

62 MBA 10008049



analysis of the responses were made later. It is comprised of closed-ended questions. In

closed-ended questions respondent pick an answer from given options.

Research Approach

Exploratory research:

Exploratory research is concerned with discovering the general nature of the problem

and the variable that relate to it. Exploratory research is characterized by high degree of

feasibility and it tends to rely on secondary data.

Data collection approach

To carry out this research, primary data and secondary are collected.

Primary data (survey data)

It refers to the systematic collection of information directly from respondents. This data is

collected for the descriptive research. The survey data collected during the study includes

the data collected through questionnaire and face-to-face interview with customer to

know about the consumer behavior and their interest level.

Secondary data

The first step in data collection approach is to look for secondary data. Usually it is the

data developed for some purpose other than for helping to solve the problem at hand.

Secondary data are collected through various magazines, internal experts, and website.

Measurement Techniques Used:

63 MBA 10008049



Tables

Graphs

Sampling Population

The people of the Hubli city.

Sampling unit:

Business people, Professionals, Employees, college students of Hubli city.

Sample Size:

100

Sampling Frame

The people who own the four wheeler cars.

Sampling Method:

Samples are going to be select on Non probability convenient sampling method.

64 MBA 10008049



CHAPTER 5

5. ANALYSIS AND INTERPRETATION

Analysis & Interpretation:-

65 MBA 10008049



1. OccupationTable 1

Occupation

OccupationFrequency Percent Valid Percent

Cumulative

Percent

Employee 48 48.0 48.0 48.0

Businessman 38 38.0 38.0 86.0

Professional 12 12.0 12.0 98.0

Politician 1 1.0 1.0 99.0

Others 1 1.0 1.0 100.0

Total 100 100.0 100.0

Graph 1

Interpretation:

Table 1 reveals that 48% of respondents are employees, 38% are Businessman, 12% are professionals, 1 politician and 1 student.

66 MBA 10008049



2. Annual Income Table 2

Annual incomesFrequency Percent Valid Percent

Cumulative

Percent

Less than 2 lakh 3 3.0 3.0 3.0

2-4 lakh 29 29.0 29.0 32.0

4-6 lakh 49 49.0 49.0 81.0

More than 6 lakh 19 19.0 19.0 100.0

Total 100 100.0 100.0

Graph 2

Interpretation:

Table 2 reveals that 49% of respondents are having their annual income between 4-6 lakh, 29% of respondents between 2-4 lakh, 19% of respondents are having their annual income more than 6 lakh, and 3% of respondents have annual income less than 2 lakh.

67 MBA 10008049



3. Do You Own A Car?

Table 3

Frequency Percent Valid Percent

Cumulative

Percent

Yes 97 97.0 97.0 97.0

No 3 3.0 3.0 100.0

Total 100 100.0 100.0

Graph 3

Interpretation:

Table 3 reveals that 97% of respondents own a car and 3% of respondents do not own a car.

4. Which Company Car Do You Own?68 MBA



Table 4

Graph 4

Interpretation: From the above graph 26% of respondents own Maruti Suzuki, 25% of respondents own Tata products, 17% of respondents own Toyota, 14% own Ford, 5% own Honda, 10% others & 3% of respondents do not own car.

69 MBA 10008049


Company’sFrequency Percent Valid Percent

Cumulative

Percent

Missing 3 3.0 3.0 3.0

Toyota 17 17.0 17.0 20.0

Maruti suzuki 26 26.0 26.0 46.0

Tata 25 25.0 25.0 71.0

Honda 5 5.0 5.0 76.0

Ford 14 14.0 14.0 90.0

others 10 10.0 10.0 100.0

Total 100 100.0 100.0


5. Are You Satisfied With The Car You Are Presently Using?

Table 5


Cumulative

Percent

Missing 3 3.0 3.0 3.0

Yes 83 83.0 83.0 86.0

No 14 14.0 14.0 100.0

Total 100 100.0 100.0

Graph 5

Interpretation:

From the above graph 83% of respondents are satisfied with their car, 14% of respondents are not satisfied & 3% of respondents do not own car.

70 MBA 10008049



6. Will you shift or change your existing car in future?

Table 6

Change of car


Cumulative

Percent

Missing 3 3.0 3.0 3.0

Yes 48 48.0 48.0 51.0

No 49 49.0 49.0 100.0

Total 100 100.0 100.0

Graph 6

Interpretation:

From the above graph 49% of respondents said they don’t change their car, 48% of

respondents says that they may shift their existing car in future, & 3% of respondents did

not own a car.

71 MBA 10008049



7. Do You Intend To Buy New Car?

Table 7

Buy a car


Cumulative

Percent

Yes 63 63.0 63.0 63.0

No 37 37.0 37.0 100.0

Total 100 100.0 100.0

Graph 7

Interpretation:

Table 7 reveals that 63% of respondents said that they intend to buy a new car. And 37%

of respondents said No.

72 MBA 10008049



8. In What Price Range Would You Like To Buy Car?

Table 8

Price rangeFrequency Percent Valid Percent

Cumulative

Percent

Missing 37 37.0 37.0 37.0

1-3 lakh 1 1.0 1.0 38.0

3-6 lakh 13 13.0 13.0 51.0

6-9 lakh 30 30.0 30.0 81.0

above 9 lakh 19 19.0 19.0 100.0

Total 100 100.0 100.0

Graph 8

Interpretation: Table 8 reveals that 37% of respondents do not plan to buy new car,

30% of respondents would like to buy car between 6-9 lakh, 19% above 9 lakh, 13%

between 3-6 lakh, 1% of the respondent from 1-3 lakh.

73 MBA 10008049



9. Do you give importance to brand name while purchasing a car?

Table 9

Graph 9

Interpretation:

74 MBA 10008049


BrandFrequency Percent Valid Percent

Cumulative

Percent

Yes 86 86.0 86.0 86.0

No 14 14.0 14.0 100.0

Total 100 100.0 100.0


From the above graph 86% of customers are Brand conscious. And 14% of respondents are not brand conscious.

10. Are you aware of Toyota Etios?

Table 10


Cumulative

Percent

Yes 87 87.0 87.0 87.0

No 13 13.0 13.0 100.0

Total 100 100.0 100.0

Graph 10

Interpretation:

75 MBA 10008049



Table 10 reveals that 87% of the respondents are aware of Toyota Etios and 13% of respondents are not aware of Toyota Etios.

11. How do you came to know about the Toyota Etios ? Table 11


Cumulative

Percent

Missing 13 13.0 13.0 13.0

Tv ad's 15 15.0 15.0 28.0

Newspaper 12 12.0 12.0 40.0

Pamphlets 17 17.0 17.0 57.0

Dealers 13 13.0 13.0 70.0

Friends 28 28.0 28.0 98.0

Others 2 2.0 2.0 100.0

Total 100 100.0 100.0

Graph 11

76 MBA 10008049



Interpretation: Table 11 reveals that 28% of respondents came to know about Etios from friends, 17% through Pamphlets, 15% through TV ads, 13% through Dealers, 13% are missing because they are not aware of Etios. & 2% from other sources.

12.What factors influence you to buy Toyota Etios?

Table 12

Graph 12

77 MBA 10008049



Cumulative

Percent

Missing 13 13.0 13.0 13.0

Price 25 25.0 25.0 38.0

Mileage 23 23.0 23.0 61.0

Safety 11 11.0 11.0 72.0

Service 1 1.0 1.0 73.0

Performance 13 13.0 13.0 86.0

Design 14 14.0 14.0 100.0

Total 100 100.0 100.0


Interpretation: From the above graph 25% of the respondents influenced by the Price, 23% likes Mileage, 14% like Design, 13% customers like the Performance, 13% are not aware of Etios. 11% influenced Safety, 1% likes Service.

13. What importance do you attach to the following parameters

while making a decision to buy a car?

Table 13

Mileage

MileageFrequency Percent Valid Percent

Cumulative

Percent

Neutral 2 2.0 2.0 2.0

Important 31 31.0 31.0 33.0

Most important 67 67.0 67.0 100.0

Total 100 100.0 100.0

Graph 13

78 MBA 10008049



Interpretation:

From the above graph 67% of respondents says Mileage is Most important, & 31% of respondents said mileage is Important only 2% of respondents said it is Neutral.

Price

Table 14

PriceFrequency Percent Valid Percent

Cumulative

Percent

Least important 2 2.0 2.0 2.0

Neutral 13 13.0 13.0 15.0

Important 41 41.0 41.0 56.0

Most important 44 44.0 44.0 100.0

Total 100 100.0 100.0

Graph 14

79 MBA 10008049



Interpretation: From the above graph 44% of respondents give Most important to price factor, 41% of respondents says it is important to them, 13% says its neutral & 2% say its least important.

Performance

Table 15

PerformanceFrequency Percent Valid Percent

Cumulative

Percent


Neutral 16 16.0 16.0 18.0

Important 39 39.0 39.0 57.0

Most important 43 43.0 43.0 100.0

Total 100 100.0 100.0

Graph 15

80 MBA 10008049



Interpretation: From the above graph 43% of respondents give Most important to performance factor, 39% say it is important to them, 16% says Performance is Neutral & 2% of respondents says Least important.

Comfort

Table 16

ComfortFrequency Percent Valid Percent

Cumulative

Percent

very least important 2 2.0 2.0 2.0


Neutral 40 40.0 40.0 49.0

Important 25 25.0 25.0 74.0

Most important 26 26.0 26.0 100.0

Total 100 100.0 100.0

Graph 16

81 MBA 10008049



Interpretation: From the above graph 40% of respondents says Comfort is Neutral, 26% say it is Most important to them, 25% said it is Important, 7% said it is Least important & 2% for Very least important.

Safety

Table 17

SafetyFrequency Percent Valid Percent

Cumulative

Percent

very least important 1 1.0 1.0 1.0


Neutral 14 14.0 14.0 16.0

Important 27 27.0 27.0 43.0

Most important 57 57.0 57.0 100.0

Total 100 100.0 100.0

Graph 17

82 MBA 10008049



Interpretation: From the above graph 57% of respondents say Safety is Most important, 27% say it’s Important, 14% say Safety is Neutral, 1% respondent says it’s Least important & another 1% for Very least important.

Resale Value

Table 18

Resale valueFrequency Percent Valid Percent

Cumulative

Percent

Very least important 2 2.0 2.0 2.0

Least Important 9 9.0 9.0 11.0

Neutral 37 37.0 37.0 48.0

Important 29 29.0 29.0 77.0

Most important 23 23.0 23.0 100.0

Total 100 100.0 100.0

Graph 18

83 MBA 10008049



Interpretation:

From the above graph 37% of respondents give Neutral to resale value factor, 29% says

Resale value is important, 23% said it is Most important, 9% said its Least important &

2% said Resale value is Very least important.

Design

Table 19

DesignFrequency Percent Valid Percent

Cumulative

Percent

Very least important 1 1.0 1.0 1.0


Neutral 21 21.0 21.0 28.0

Important 43 43.0 43.0 71.0

Most important 29 29.0 29.0 100.0

Total 100 100.0 100.0

Graph 19

84 MBA 10008049



Interpretation: From the above graph 43% of the respondents said that Design is Important parameter, 29% said Design is Most important, 21% said it is Neutral, 6% said it is least important & 1% respondent said Design is Very least important.

12.Which products of Toyota do you know?

Table 20

ProductsFrequency Percent Valid Percent

Cumulative

Percent

Innova 38 38.0 38.0 38.0

Corolla Altis 13 13.0 13.0 51.0

Qualis 16 16.0 16.0 67.0

Etios 18 18.0 18.0 85.0

Fortuner 10 10.0 10.0 95.0

Camry 5 5.0 5.0 100.0

Total 100 100.0 100.0

Graph 20

85 MBA 10008049



Interpretation: From the above graph maximum are aware of Innova i.e. 38%, 18%

respondents for Etios, 16% Qualis, 13% for Altis, 10% for Fortuner & 5% for Camry.

13. How do you feel about the products provided by Toyota Company?

Table 21


Cumulative

Percent

Excellent 23 23.0 23.0 23.0

Best 34 34.0 34.0 57.0

Good 37 37.0 37.0 94.0

Average 6 6.0 6.0 100.0

Total 100 100.0 100.0

Graph 21

86 MBA 10008049



Interpretation: From the above graph 37% of the respondents says that the products of Toyota Company are Good, 34% says they are the Best, 23% of respondents says products of Toyota are Excellent, & 6% of them said they are Average.

14. Would you like to have test drive for Toyota Etios?

Table 22

Graph 22

87 MBA 10008049


Test drive


Cumulative

Percent

Yes 72 72.0 72.0 72.0

No 28 28.0 28.0 100.0

Total 100 100.0 100.0


Interpretation:

Table 22 reveals that 72% of respondents say they would like to go for test drive & 28% of them said No.

15. Are you interested to buy a Toyota Etios?

Table 23

88 MBA 10008049


PurchaseFrequency Percent Valid Percent

Cumulative

Percent

Yes 18 18.0 18.0 18.0

No 82 82.0 82.0 100.0

Total 100 100.0 100.0


Graph 23

Interpretation:

From the above graph 82% of respondents are not interested to buy the car. & 18% of respondents are interested to buy a Toyota Etios.

89 MBA 10008049



CHAPTER 6

6. FINDINGS&

SUGGESTIONS

Findings:

As Toyota is a leading automobile maker and has a good response from the Indian market

so most of the respondents are aware of Toyota automobiles.

Among 100 sampled customers 48 of customers were employees, 38 of customers were Businessman, 12 of customers were professionals, 1 politician and 1 student.

It’s seen that 87 of the respondents are aware of Toyota Etios.

90 MBA 10008049



Out of 100 respondents 72 of respondents are interested to have a test drive of Toyota Etios.

18 of respondents are interested to buy a Toyota Etios.

Out of 100 respondents 86 of customers are giving main preference to Brand name

while making buying decision.

Out of 100 respondents 67 of respondents said Mileage is Most important while buying a car.

44 of customers give Most important to price factor, where 41 of customers says it is important.

57 of customers say Safety is Most important, & 27 says its Important factor.

83 of customers are satisfied with their car, 14 of customers are not satisfied.

Among 100 samples 25 of the customers likes the Price of Etios, 23 of the

customers likes Mileage, 14 customers like Design, & 13 customers like its

Performance.

Suggestions:

Regularly communicate the customers regarding various offers and schemes for

Toyota products.

91 MBA 10008049



Also the Dealer should place attractive hoardings of the Toyota brands at

Strategic locations in Hubli city.

Personal contact should be done to the potential customer so as to convenience

the customers as there is lot of varieties of mid size cars in the market.

Price, Mileage, performance, safety & brand name are the main attributes which

are going to grab the market share for Etios and hence this should be highlighted

in advertisement & make them to know.

Some of the respondents (18) are interested to buy Etios. We should convert them

into our customer immediately, so that they don’t go for other brand.

Services after sales should be improved to overcome the service barriers.

To maintain long term relation with customers the company has to treat the

customers as a part of company, like sending festival greetings, birthday wishes,

membership, loyalty programmes.

Conclusion:

92 MBA 10008049



It is a great privilege to me to study in the esteemed organization that has helped

me to procure immense knowledge about the working of the organization.

I would conclude that Shodha Toyota is one of the Best Organizations dealing in

selling of the vehicle produced by the world’s largest car manufacturing company.

Based on the data analysis, I conclude that when consumer purchases a car: Price,

Mileage, Safety and brand name of car influence him to buy a car, and also customers

choose the well quality cars.

The study helped me to gain valuable insights in Opportunity Analysis and

Consumer Behavior, towards potential for Toyota Etios. This project titled has been a

knowledge gaining experience for me. By interacting with the respondents and making

visits to the customers, I have been able to understand that understanding customers is an

art and it takes a very strong brand image for a company to retain itself in the market.

93 MBA 10008049



QUESTIONNAIRE

94 MBA 10008049



Dear Sir/Madam,

I am pleased to introduce myself as P. Sunil Naidu, an MBA student from IEMS B-School, Hubli. As a part of my curriculum, I have undertaken project on the topic of “A study on Market potential for Toyota Etios car in Hubli city” at Shodha Toyota,Rayapur. I assure you that the information provided by you will be kept as confidential, & will be used for this study only. I request you to co-operate me in understanding this study by responding to the following questionnaire.

Name:- ___________________________________

Place:- ___________________________________

Occupation:- a) Employee [ ] b) Businessman [ ]

c) Professional [ ] d) Politician [ ]

e) Others (specify) ____________________

Annual income:- a) less than 2 lakh [ ] b) 2 lakh to 4 lakh [ ]

c) 4 lakh to 6 lakh [ ] d) more than 6 lakh [ ]

1) Do you own a car ?

a) Yes [ ] b) No [ ]

If “ Yes” go to question No. 2

95 MBA 10008049



If “ No” go to question No. 5

2) Which company car do you own?

a) Toyota [ ] b) Maruti Suzuki [ ] c) Tata [ ]

c) Honda [ ] d) Ford [ ] e) Others (specify) _____________________

3) Are you satisfied with the car you are presently using?

a) Yes [ ] b) No [ ]

4). Will you shift or change your existing car in future?

a) Yes [ ] b) No [ ]

If ‘yes’ please mention time period you would like to change your car _________

5). Do you intend (Plan) to buy new car?

a) Yes [ ] b) No [ ]

If “Yes” which model _________________

If “No” go to question No 7.

6). In what price range would you like to buy car?

a) 1 lakh to 3 lakh [ ] b) 3 lakh to 6 lakh [ ]

96 MBA 10008049



c) 6 lakh to 9 lakh [ ] d) Above 9 lakh [ ]

7). Do you give importance to brand name while purchasing a car ?

a) Yes [ ] b) No [ ]

8). Are you aware of “Toyota Etios”?

a) Yes [ ] b) No [ ]

If “Yes” go to question No. 9

If “No” go to question No. 11

9). How do you came to know about the “Toyota Etios”?

a) T.V ads [ ] b) News paper [ ] c) Pamphlets [ ]

d) Dealers [ ] e) Friends [ ] f) Others (specify) ________________

10).Which factors will influence you to buy “Toyota Etios”?

a) Price [ ] b) Mileage [ ] c) Safety [ ] d) Service [ ]

e) Performance [ ] f) Design [ ]

11).What importance do you attach to the following parameters while making a

decision

to buy a car? (Please tick the appropriate option)

Parameters Most

Importan Important Neutral Least

Very

Least

97 MBA 10008049



t Importan

t

Important

Mileage

Price

Performance

Comfort

Safety

Resale value

Design

12).Which products of Toyota do you know? (Mark any 1)

a) Innova [ ] b) Corolla Altis [ ] c) Qualis [ ]

d) Etios [ ] e) Fortuner [ ] d) Camry [ ]

13). How do you feel about the products provided by Toyota Company?

a) Excellent [ ] b) Best [ ] c) Good [ ] d) Average [ ] d) Bad [ ]

14).Would you like to have test drive for “Toyota Etios”?

a) Yes [ ] b) No [ ]

15). Are you interested to buy a “Toyota Etios”?

a) Yes [ ] b) No [ ]

(Thank You for Ur Valuable Time)

98 MBA 10008049



CHAPTER 7

7.BIBLIOGRAPHY

99 MBA 10008049



Websites:

http://www.carsingh.com/new/Toyota-Etios.html

www.toyotabharat.com

www.shodhatoyota.com

www.toyota etios.com

Books and Magazines:

Auto car, over drive magazines.

REFERANCE BOOKS :

Marketing management : Philip kotler..

Marketing Research : S.L. Gupta

100 MBA 10008049



Documents

Shodha Toyota FiNaL Report