Customer Buying Behavior for Commercial Vehicles

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Bangalore
Report on
Analysis of various parameters affecting the buying behaviour for school Buses and creation of brand awareness for Tata school buses Tata Motors Ltd.

Prepared by
Arvind Singh
Registration No:
09PG132
Under the Guidance of Prof R. Ravichandran
In partial fulfilment of the Course-Industry Internship Programme (IIP) in Term – IV of the Post Graduate Programme in Management (Batch: Aug. 2009 – 2011)

Post Graduate Programme
Post Graduate Programme in Management: Aug.2009 – 2011
Term – IV: Industry Internship Programme (IIP)
Declaration
This is to declare that the Report entitled “Analysis of various parameters affecting the buying behaviour for school Buses and creation of brand awareness for Tata school Buses” has been made for the partial fulfilment of the Course: Industry Internship Programme (IIP) in Term – IV (Batch: Aug. 2009-2011) by me at Tata Motors Limited under the guidance of Prof R. Ravichandran . I confirm that this Report truly represents my work undertaken as a part of my Industry Internship Programme (IIP). This work is not a replication of work done previously by any other person. I also confirm that the contents of the report and the views contained therein have been discussed and deliberated with the Faculty Guide.

Signature of the Student:

Name of the Student : ARVIND SINGH
Registration No: 09PG132

Post Graduate Programme in Management

Certificate

This is to certify that Mr. Arvind Singh Regn. No. 09PG132 has completed the Report entitled “Analysis of various parameters affecting the buying behaviour for school Buses and creation of brand awareness for Tata school Buses” under my guidance for the partial fulfilment of the Course: Industry Internship Programme (IIP) in Term – IV of the Post Graduate Programme in Management (Batch: Aug. 2009 – 2011).

Signature of Faculty Guide:

Name of the Faculty Guide: Prof R. Ravichandran.

Post Graduate Programme in Management
Acknowledgement
As I sum up draft of my study, I appreciatively reminisce the contribution of all those people without whose support and help, this study would have never taken its present form I thank Alliance Business School, Bangalore for giving me the opportunity to do my internship at Tata Motors Ltd., Bangalore.

I deem it my pleasure to convey the deepest of my heart-full thanks to the management of Tata Motors Ltd., Bangalore which has given me permission to conduct this particular study.

My sincere thanks to my Industry Guide Mr. B.C. Sriram, Territory Sales Manager (Tata Motors, Bangalore) for guiding me a long way and for successful completion of my internship with in the time frame, who has given me the initial orientation about the organizational activities, whose patience and faith in my abilities always boosted my confidence. I am also thankful to my Faculty Guide Prof R. Ravichandran for providing me with their timely and valuable suggestions.

Name of the Student : ARVIND SINGH
Registration No: 09PG132

TABLE OF CONTENTS
1INTRODUCTION [ 9 ]
1.1 AUTOMOBILE INDUSTRY - AN OVERVIEW10
1.1.1GLOBAL SCENARIO10
1.1.2POTENTIAL OF THE AUTOMOBILE INDUSTRY14
1.1.3OVERVIEW OF THE AUTOMOTIVE INDUSTRY IN INDIA15
1.1.4TRENDS FOR INDIAN AUTOMOBILE SECTOR26
1.1.5EVOLUTION OF THE AUTOMOTIVE INDUSTRY29
1.1.6SIZE OF THE AUTOMOTIVE INDUSTRY29
1.1.7STRUCTURE OF THE AUTOMOTIVE INDUSTRY30
2COMPANY PROFILE332
2.1 TATA MOTORS LIMITED32
2.1.1AREAS OF BUSINESS33
2.1.2RESEARCH AND DEVELOPMENT34
2.1.3CORPORATE STRUCTURE34
2.1.4EXPORTS36
2.1.5CORPORATE SOCIAL RESPONSIBILITY37
2.1.6LOCATION37
2.1.7COMPANY DIVISIONS38
2.1.8SWOT ANALYSIS OF THE COMPANY40
2.1.9FUTURE PERSPECTIVES FOR TATA MOTORS41
3PROJECT PROFILE & RESEARCH METHODOLOGY43
3.1 PROJECT PROFILE43
3.1.1OBJECTIVES OF STUDY44
3.2 RESEARCH METHODOLOGY45
3.2.1STEPS FOLLOWED IN RESEARCH METHODOLOGY45...
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