Title: A Study on Consumer Preference Towards Tata Motors
1. Introduction
The Indian automobile industry is one of the largest in the world, offering a
wide range of vehicles to meet the diverse needs of consumers. Among the
key players, Tata Motors stands out as a brand synonymous with reliability,
innovation, and affordability. Headquartered in Mumbai, Tata Motors has
carved out a strong presence across India, especially in metropolitan cities
like Chennai. The brand's reputation for safety, quality engineering, and
sustainability initiatives-particularly in vehicles has strengthened its market
position. Models like Tata Nexon, Tiago, and Punch have received widespread
consumer acclaim. With increasing demand for eco-friendly transportation
and technological advancements, this study aims to understand how Tata
Motors maintains its dominance in the highly competitive automobile sector
in Chennai.
2. Objectives of the Study
To Assess the Impact of Mileage on Consumer Decisions:
Get to know how the terms such as mileage will affect the choice
between TATA. To evaluate how fuel efficiency (mileage) influences
consumer preferences and purchasing decisions in the selection of Tata
motors Automobiles.
To Compare Preferences Based on Demographic Factors:
To analyze how demographic variables including age, income, gender,
and occupation affect consumer preferences for Tata Cars.
To identify the difference between Price, Mileage, and
Satisfaction:
-To examine how price, mileage, and customer satisfaction differ in
influencing consumer choice between Tata Automobiles.
To Understand customer perception of Tata Motors:
-Tata Motors' brand image, focusing on aspects like reliability,
innovation, and its "Indian" identity.
To provide strategic recommendations to Tata Motors to further
enhance its market position and improve customer satisfaction based
on the study's findings.
To study the customer satisfaction of Tata Motors:
-By Product Performance and Quality, Driving Experience, Engine
performance, handling, and ride comfort, Perception of the vehicle's
ruggedness, durability. The availability and reliability of features like
sunroofs, digital clusters, ADAS (Advanced Driver-Assistance Systems),
and connected car technology.
Tata Motors are emotional connection with customers as a Indian
Brand and Commitment to Quality to the Customers.
To examine the factors influencing the customer after buying
Tata Motors: When examining the factors that influence a customer
after buying a Tata Motors vehicle, the focus shifts from the initial
purchase decision to the long-term ownership experience. These “post-
purchase” factors are critical for building brand loyalty and
encouraging repeat business.
