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A Study On Brand Perception Towards TATA Motors with special Reference to Prerana Motors

INTRODUCTION: Brand Image


A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business. A legally protected brand name is called a proprietary name. Brand is the image of the product in the market. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

STATEMENT OF PROBLEM:
Today the company and its products can survive only if they can effectively satisfy the consumer expectations, as the consumer is the boss & the king. PRERANA MOTORS Ltd. is a very important player in the automobile industry. It has very wide reaching market for its products. In fact it is the market leader for most of the four wheeler. So understanding The Brand Perception towards TATA Motors with Special Reference to Prerana Motors. The research is titled as A study on Brand Perception towards TATA motors with special reference to Prerana Motors Ltd.

OBJECTIVE OF THE STUDY:


To study about the TATA products. To know about the brand image of TATA. To know about the valuable attributes of four wheeler. To know the performance level of TATA products. To know about why the customer like TATA car.

A Study On Brand Perception Towards TATA Motors with special Reference to Prerana Motors

SCOPE OF THE STUDY:


The present study intends to provide an integrated picture of the level of Brand perception towards TATA, in the Indian market. The study was conducted in the city of Bangalore. Customers of TATA have been chosen for the study. Availability and accessibility are twin factors for the study held in Bangalore city. The study is also intended to know the level of customer satisfaction towards TATA cars when compared to other brands, as the automobile industry is facing a stiff competition due to globalization. The study applies to Businessmen, Employed, Engineer, Doctors, Housewives, students and people belonging to other profession.

SOURCES OF DATA:
PRIMARY DATA SECONDARY DATA

Primary Source Data:

A questionnaire was prepared to help in gaining an insight view of the factors effecting the customer needs and related issues. The addresses of various customers were given and with the help of the questionnaire prepared, there was need to find out the first hand information regarding the share of the TATA in every segment in the market and the satisfaction level of each customer. Further I need to find out the future plans of the customer regarding the purchase of the TATA products.

Secondary Data:
Secondary data is the annual report of the company and the official.

SAMPLING Sampling Procedure:


The sampling technique use here was Convenience Sampling, which is one of the most commonly used probability sample design.

A Study On Brand Perception Towards TATA Motors with special Reference to Prerana Motors

Sampling Unit:
The target population from which the sample is chosen is owners of all brands of cars.

Sample Size:
The sample of 100 from the target population was chosen.

Analysis Used:
The data collected in form of questionnaires was tabulated and analyzed using basic statistical method percentages & pie charts.

LIMITATIONS:
As the time given for the completion of the project was limited. The survey was restricted to Bangalore only. They may be few opinions which might have been missed out.

CONCLUSION:
In Bangalore there are many types of TATA showrooms. In that Prerana Motors Pvt Ltd., provide special offers to the customers to increase their market position in the competitive world. TATA motors company ready give another dealership in Bangalore. Thats why Prerana Motors Pvt Ltd. tries to attract new customer to give new offers & better discounts to them. Prerana Motors Pvt Ltd., gives advertisements using electronic media& print media to increase their sales. And also provide new events & better after sales service to the existing customers. Already Prerana Motors Pvt Ltd., is having well brand image in the automobile market.

References:
Philip Kotler MARKETING MANAGEMENT, Prentice Hall, India Edition 2000.

Websites:
www.TatamotorsIndia.com www.preranamotors.com www.Automeet.com

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