A STUDY ON MARKETING STRATEGIES OF AMANA

TOYOTA PRIVATE LIMITED

AT PERINTHALMANNA

PROJECT REPORT
Submitted by

ABDUL RAZIQ V.P

Register No: 720811631001
in Partial Fulfilment for the Award of the Degree
Of

MASTER OF BUSINESS ADMINISTRATION

HAPPY VALLEY BUSINESS SCHOOL
COIMBATORE

HAPPY VALLEY BUSINESS SCHOOL

COIMBATORE

MASTER OF BUSINESS ADMINISTRATION

PROJECT WORK

This is to certify that the project entitled

A STUDY ON MARKETING STRATEGIES OF
AMANA TOYOTA PRIVATE LIMITED
AT PERINTHALMANNA
Is the bonafide record of project work done by
ABDUL RAZIQ V.P
Register No: 720611631001
of MBA during the year 2011-2013

--------------

-------------------

Faculty guide

Head of the department

Submitted for the project Viva-Voce Examination held on ----------------

------------------------------Internal Examiner

--------------------------External Examiner

DECLARATION
I affirm that the project work titled A STUDY ON MARKETING STRATEGIES
OF AMANA TOYOTA PVT. LTD. AT PERINTHALMANNA being submitted in partial
fulfillment for the award of M.B.A (Master of Business Administration) is the original
work carried out by me. It has not formed the part of any other project work submitted for
award of any degree or diploma, either in this or any other University.

ABDUL RAZIQ V.P

(Register No: 720611631001)

I certify that the declaration made above by the candidate is true

THIRUVASAGAM
(Asst. professor)
HAPPY VALLEY BUSINESS SCHOOL

ACKNOWLEDGEMENT

I express my gratitude to Dr.KANAKARAJ, director, and Smt.BEENA, HOD of HAPPY

VALLEY BUSINESS SCHOOL, COIMBATORE for giving me an opportunity to study
MBA course in this college during the year of 2011-2013.
I am thankful to THIRUVASAGAM, Asst. professor of Department of Management studies
for his constant advice and value guidance throughout the Project report.
I would like to thank Mr. NOUSHAD, the Marketing manager of AMANA TOYOTA Pvt
Ltd. Perinthalmanna for his continuous support and guidance in completing this project work
in a successful way.

ABDUL RAZIQ V.P

(Register No:720611631001)

CONTENTS

Chapter No.
1

CONTENTS
INTRODUCTION OF THE STUDY
1.1

Introduction to the Study

1.2

Area Profile

1.3

Industry Profile and Organization Profile

1.4

Product profile

1.5

Review of Literature

1.6

Statement of Problem

1.7

Objectives of the Study

1.8

Research Methodology

1.9

Scope of the Study

1.10 Period of Study

1.11 Limitation of the Study
1.12 Chapter Scheme
2

AN OVER VIEW OF WORKING CAPITAL

DATA ANALYSIS AND INTERPRETATION

CONCLUSION

4.1 Findings
4.2 Suggestions
4.3 Conclusions
BIBLIOGRAPHY

Page No.

LIST OF TABLES
Sl No.

Table Name

Table showing the age of respondents

Table showing qualification of respondents

3
4

Table showing the family size of the respondents

Table showing the occupation of the respondents

Table showing the income of the respondents

Table showing the model of the car which own

Table showing the respondents of owing vehicles

Table showing the number of cars own

Table showing the base of the purchase

10

Table showing the awareness about the company

11

Table showing the source of awareness about the

company

12

Table showing the influence for buying the vehicle

13

Table showing the media of advertisement

14

Table showing the mode of driving

15
16
17
18
19

Table showing the technology of the car

Table showing after sales services
Tables showing the charges for service
Table showing the rate of service quality
Table showing the customer orientation
programme
Table showing the comparison of the price of
vehicles with other vehicles
Table showing the mostly influenced factors

20
21

Page No.

22

Table showing the number of after sales services

LIST OF CHARTS
Sl No.

Chart Name

Chart showing the age of respondents

Chart showing qualification of respondents

3
4

Chart showing the family size of the respondents

Chart showing the occupation of the respondents

Chart showing the income of the respondents

Chart showing the model of the car which own

Chart showing the respondents of owing

vehicles

Chart showing the number of cars own

9
10

Chart showing the base of the purchase

Chart showing the awareness about the company

11

Chart showing the source of awareness about the

company

12
13
14
15
16
17
18
19
20

Chart showing the influence for buying the

vehicle
Chart showing the media of advertisement
Chart showing the mode of driving
Chart showing the technology of the car
Chart showing after sales services
Chart showing the charges for service
Chart showing the rate of service quality
Chart showing the customer orientation
programme
Chart showing the comparison of the price of
vehicles with other vehicles

Page No.

21
22

Chart showing the mostly influenced factors

Chart showing the number of after sales services
INTRODUCTION

India has travelled a long way in the development of automobile industry. The overall
picture of the industry shows a bright future for Indian marketers and for the manufacturers
worldwide. A new historical record was achieved by manufacturing 57.6 million motor
vehicles worldwide.
Historically for the European market for the passenger cars was the second largest
ever. German leads in the world car production exports. Germany advanced to more than 3.7
million passengers car and commercial vehicles, representing a new record. The German
automotive industry presented itself as strong, keep to invest and looking for the future. The
above statement clearly features that the present situation in the automotive market will
provide a dynamic growth shifting in emphasis of market strategy among the most important
sales region. The race for market share, capacity utilization and cost cutting potential will
become even more intense to favour premium car makers rather than volume producers and
need adopt reorganization measures in an effort to cut cost in going test which confronts
automotive sector.
Economic reforms to deregulation and attracting foreign investment have moved India
into the top ranks of rapidly growing Asia-pacific in the automobile industry. In the dynamics
of the transition of the Indian economy, the automobile industry is emerging as a leading
industry. India is placed in the list of few markets in the world which offers high prospects for
growth potential in all areas of business. The automotive industry in India is now working in
terms of the dynamic often-open market. Many joint ventures have been setup in India with
foreign collaborations both technically and financially with leading global manufacturers.
The world automobile leaders have evinced keen interest in India and taking entry through
joint ventures and technology co-operation agreements.

MARKETING STRATEGIES
Marketing strategy is a meathod of focusing an organizations energies and resources on a
course of action which can lead to increased sales and dominance of a targeted market niche.
A marketing strategies combines product development, promotion, distribution, pricing,
relationship management and other elements; identifies the firms marketing goals, and
explains how they will be achived, ideally within a stated timeframe. Marketing strategy
determines the choice of target market segments, positioning, marketing mix, allocation of
resources.It is most effective when it is an integral component of overall firm strategy,
defining how the organization will sucessfully engage customers, prospects, and competitiors
in the market arena. Corporate strategies, corporate mission, corporate goals. As the customer
constitutes the source of a companys revenue, marketing strategy is closely linked with sales.
A key component of marketing strategy is often to keep marketing in line with a companys
overarching mission statement.
A marketing strategy can serve as the foundation of a marketing plan. A marketing plan
contains a set of specfic actions required to successfully implement a marketing strategy. For
example: Use a low cost product to attract consumers. Once our organization, via our low
cost product, has established a relationship with consumers, our organization will sell
additional, higher-margin products and services that enhance the consuners interaction with
the low-cost product or service.
A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing srategies serve as the fundemental underpinning of marketing plans
designed to fill market needs and reach marketing objectives . Plans and objectives are
generally tested for measurable results . Marketing strategies are dynamic and intractive .
they are partly planned and partially unplanned .See strategic dynamics

TYPES OF MARKETING STRATEGIES

Marketing strategies maydiffer depending on the unique situation of the individul business.
However there are a number of ways of categorizing some generic strategies. A brief
description of the most common categorizing schemes is presented below:

Strategies based on market dominance In this scheme, firms are classified

based on their market share or dominance of an industry. Typically there are three
types of market dominance strategies:

Leader

Challenger

Follower

Porter generic strategies- strategy on the dimensions of strategic scope and

strategic strength.strategic scope refers to the market penetration while strategic
strength refers to the firms sustainable competitive advantage.

Product differentation

Market segmentation

Innovation strategies- This deals with the firms rate of the new product
development and business model innovation. It asks whether the company is on
the cutting edge of technology and business innovation. It asks whether the
company is on the cutting edge of technology and business innovation. There are
three types:

Pioneers

Close followers

Late followers

Growth strategies It deals with the question, how should the firm grow?
There are a number of different ways of answering that question, but the most
common gives four answers:

Horizontal integration

Vertical integration

Diversification

Intensification

Marketing warfare strategies This scheme draws parallels between marketing

strategies and military strategies.
One of the most important concepts of the marketing planning process is the
need to develop a cohesine marketing stategy that guids tactical progames for the
marketing decision areas . in marketing there are two levels of strategy
formulation;general marketing stategies and decision area stategies .
General marketing stateies These set the direction for all marketing efforts by
discribing,in general terms ,how marketing will achive its objectives.their re
different general marketing strategies ,though most can be viewed as falling in to
one of the following categories.
Market expansion-These stategies looks to grow over all sales in one of two
ways ;
Increase sales with existing products- With this approch,the marketer seeks to
actively increase the over all sales of product that the company currently
markets .this can accomplished by ;

Getting existing customers toby more

Getting potential customers to buy

Selling current product in new market

Increase sales with new product with this approch,the marketer seeks to achive
the objectives through the introduction of new products . this can be accoplished by ;

Introducing updated version or refinements to existing products

Introducing products that the extensions of products

Introducing new product not previously marketed .

Market share growth This stategy looks to incerase the markters over all
percentage of share of market . in many cases this can only be accomplished by
taking sales away from competiors . consequently ,this stategy often relies on
aggerssive marketing tactics
Niche market-This stategy looks to obtain a commanding position with in a certain
segment of the over all market.usually the niche market is much smaller in terns of
total product viewed as being different from companies targeting larage market
Status quo- This strategy looksg to maintain the marketers current position in the
market ,such as maintain the same level of market share .
Market exit- This stategy looks to remove the product from the organisations
product mix .this can be accomplished by ;

Selling the product another organisation

Eliminating the product

CAR INDUSTRY IN INDIA

India has traveled a long way from the sing-song rhytham of the bullock cart to the jet-age. It
was in 1898 that the first motor car rode down India's roads. After this, so many cars that
were imported to India and the growing established the requirement of Indian market.

Premier automobile was the first producer of cars in India in 1946. After 1980 Indian car
industry market witnessed tough competition, because it was opened to foreign
manufactures and collaborators.
Most of the automobile giant in the world like Pegeot, Mercedes Benz, Ford, Fiat,
Daewoo, Toyota, Hyundai, Honda and Even Bently have invested substantially insetting
up production facilities in India. Indian car market is growing day by day from strength to
strength.

TOYOTA MOTOR CORPORATION

HISTORY OF TOYOTA- A PROFILE
The Toyota Motor Corporation was fIrst established in 1937 as a spin off from
Toyota Automatic Loom Works, one of the world's leading manufacturers of weaving
machinery.
The Toyota Automatic Loom works was then headed by Japan's "King of
inventors" Sakichi Toyota. The patent rights to one of his machines had been sold to Platt
Brothers (UK) and provided the seed-money for the development and test-building of
Toyota's fIrst automobiles. August 1997 marked the 60 th anniversary of Toyota Motor
Company. The fledging company founded by Kuchiro Toyota, Sakichi's Son, has since
blossomed into the leader that it is today.

The fIrst engine was produced in 1934 (the Type A), the fIrst car and truck in 1935
(the model Al and G1, respectively) and its second car design in 1936 (the model AA) in
1937, Toyota Motor Company was splitoff.

In 1950 the company experienced its one and only strike, labour and management
emerged from this stoppage frrm1y committed to the principles of mutual trust and
dependence and that corporate philosophy still guides Toyota's growth today.
Toyota launched its first small car

III

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 localising its operation to provide customers with the
products they need where they need them, this philosophy builds mutually beneficial
long-term relationships with local suppliers and helps the company fulfil its
commitments to local labour over and above manufacturing, Toyota also has a global
network of design and research and development facilities, embracing the three major car
markets of Japan, North American and Europe.
Toyota Motor Corporation, Japan's No.1 automotive manufacturer producing more
than 4.5million vehicles per year, equivalent to one every six seconds. Toyota is
committed to manufacture technically advanced and environment friendly products. Now
Toyota is the world second largest manufacturer of automobiles in unit sale and net sales.
Toyota has always believed that the best way to serve the society is by providing
automobiles that will not people happy, but also be environment friendly. To realize high
quality vehicle production at reasonable price, Toyota seeks the best balance between
human resources and robot technology. As technology constantly evolves, employees
improve themselves through daily works and training programs, so that Toyota
production also continuous to develop.

TOYOTA KIRLOSKAR MOTORS Pvt Ltd (TKM)

Toyota Kirloskar Motors Pvt Ltd was established in October 6, 1997 as a joint venture
between the Kirloskar Group and the Toyota Motor Corporation (TMC). Toyota Kirloskar
Motors Pvt Ltd (TKM) has grown rapidly to emerge as a significant player in India's

passenger car and multiutility vehicle market segments. Toyota has set up Toyota Kirloskar
Auto Parts Limited, to produce transmission components (gearboxes) for its global operations
with a turnover of$ 587.5 million last year, the company employs 2300 people in India.
Toyota Kirloskar Motors Pvt Ltd aims at contributing to Indian industry and economy
through technology transfer, human resource development and vehicles that meet global
standards at competitive price and contributing to the growth of the automobile industry.
Toyota Kirloskar Motors Pvt Ltd aims to playa major role in the development of the
automotive industry.
While managing growth, Toyota Kirsloskar Motors Pvt Ltd has maintained its
commitment to provide quality products at a reasonable price and has made every effort to
meet changes in customer needs. Toyota Kirloskar Motors Pvt Ltd (TKM) firmly believes
that the success of this venture depends on providing high quality products and services to all
valued customers through the efforts of its team members.
Toyota vehicles are sold in more than 160 countries and regions through out the world. Based
on the policy to "Toyota moving forward", they develop and provide vehicles that fulfil the
regional needs of each country. The vision of Toyota Kirloskar Motors Pvt Ltd is contribute
to Indian Industry and economy through technology. The mission is to design, manufacture
and market automobiles in India and overseas while maintaining the high quality that meets
global Toyota quality standards, to offer superior value and excellent after sales service.

REVIEW OF LITERATURE
DEFINITION
It is the process of reading, analyzing, evaluating and summarizing scholarly
materials about a specific topic. The results of a literature review may be compiled in a report
or they may serve as part of a research article, thesis, or grant proposal.
Reviews can be contrasted with more subjective examinations of recorded
information. When doing a research review, we systematically examine all sources and
describe and justify what we have done. This enables someone else to reproduce our methods
and to determine objectively whether to accept the results of the review.

1. YORAM WIND AND THOMAS S. ROBERTSON (1983)

New directions for marketing strategy are proposed, aimed at overcoming the current
limitations of marketing theory. An integrated strategic marketing planning approach is
offered, together with a pilot application of the process. The paper concludes with an agenda
for research on marketing strategy.
The Journal of American Marketing Association, 1983, Vol-47, Pp: 12-25

2. SUBHASH C. JAIN (1989)

Two aspects of international marketing strategy standardization are process and
program standardization. A framework for determining marketing program standardization is
introduced. Factors affecting program standardization are examined critically. In an attempt

to establish a research agenda on the standardization issue, the author develops research
propositions for each factor.
The Journal of American Marketing Association, Vol-13, 1989, Pp: 1-27

3. JOHN R. HAUSER AND STEVEN M. SHUGAN (1983)

This paper analyses how a firm should adjust its marketing expenditures and its price
to defend its position in an existing market from attack by a competitive new product. Our
focus is to provide usable managerial recommendations on the strategy of response. In
particular we show that if products can be represented by their position in a multi-attribute
space, consumers are heterogeneous and maximize utility, and awareness advertising and
distribution can be summarized by response functions, then for the profit maximizing firm:
bullet it is optimal to decrease awareness advertising, bullet it is optimal to decrease the
distribution budget unless the new product can be kept out of the market. Bullet a price
increase may be optimal, and bullet even under the optimal strategy, profits decrease as a
result of the competitive new product. Furthermore, if the consumer tastes are uniformly
distribute across the spectrum bullet a price decrease increases defensive profits. Bullet it is
optimal (at the margin) to improve product quality in the direction of the defending products
strength and bullet it is optimal (at the margin) to reposition by advertising in the same
direction. In addition we provide practical procedures to estimate (1) the distribution of
consumer tastes and (2) the position of the new product in perceptual price from sales data
and knowledge of the percent of consumer who are aware of the new product and find it
available. Competitive diagnostics, such as the angle of attack, are introduced to help the
defending manager.
A Journal of Defensive Marketing Strategy, Vol-2, 1983, Pp: 319 360
4. DONALD P. ROBIN AND R. ERIC REIDENBACH (1987)
The authors review the concepts of social responsibility and business ethics as well as
some of the reasons why their adoption by marketing practitioners has been somewhat

limited. An approach is developed to integrate these concepts into the strategic marketing
planning process.
The Journal of American Marketing Association, Vol-51, 1987, Pp: 44-58
5. STEPHEN W. McDaniel & JAMES W. KOLARI (1987)
The miles and snow strategic typology is a useful tool for categorizing as well as
understanding the types of strategies to be followed by organizations. The authors attempt to
relate the usefulness of this typology to the field of marketing strategy and report an
empirical investigation, within this context, of the marketing strategies used by firms in a
dynamic environment. Results provide support for the typology and its applicability to the
area of marketing strategy.
The Journal of American Marketing Association, Vol-26, 1987, Pp: 47-74, Publisher:
John Wiley & Sons
6. S. TAMER CAVUSGIL & SHAOMING ZOU (1994)
The relationship between marketing strategy and performance has been well
documented in the domestic marketing context. However, empirical work in the context of
export marketing has been fragmented. The authors investigate the marketing strategy
performance relationship in the context of export ventures. The study differs from previous
export marketing studies in that (1) a comprehensive set of potential determinants of export
market performance is considered; (2) the unit of analysis is the individual product market
export venture, rather than the firm or a business division; and (3) the analysis is based on indepth personal interviews. The authors propose a conceptual framework of export marketing
strategy and performance and test it by path analysis. The result support the contention that
export marketing strategy, firms international competence, and managerial commitment are
the key determinants of export performance. Export marketing strategy is influenced by
internal (firm and product characteristics) and external factors (industry and export market
characteristics). They then discuss implications for management and further research.
The Journal of American Marketing Association, Vol-58, 1994, Pp: 1-21
7. CLAES FORNELL & BIRGER WERNERFELT (1987)

On the basis of Hirschmans exit-voice theory, an economic model of defensive

marketing strategy is developed for complaint management. Though many firms strive to
reduce the number of customer complaints about their products, this objective is found to be
questionable. Instead, analysis suggests complaints from dissatisfied customers should be
maximized subject to certain cost restrictions. The authors also show that defensive
marketing (e.g., complaint management) can lower the total marketing expenditure by
substantially reducing the cost of offensive marketing (e.g., advertising). The savings in
offensive marketing are often high enough to offset the additional costs associated with
compensating complaining customers, even if compensation exceeds the products profit
margin.
The Journal of American Marketing Association, Vol-24, 1987, Pp: 337
8. CHRISTIAN GRONROOS (1990)
In this article the marketing strategy continuum concept is presented and a number of
marketing and management consequences are discussed. It demonstrates the need for a
marketing concept which allows a variety of approaches to marketing. The nature of a
relationship approach to marketing strategy is analyzed in comparison with the nature of a
transaction marketing strategy. Relationship marketing and transaction marketing are seen as
strategy options at opposite ends of the continuum. Eight marketing and management
implications of the two extreme strategies are examined.
The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990,
Vol-29, and Publisher: MCB Up Ltd.
9. ERIC M. OLSON, STANLEY F. SLATER AND G. THOMAS M. HULT (2005)
Adopting a contingency perspective, the authors present and test a fit-as-moderation
model that posits that overall firm performance is influenced by how well the marketing
organizations structural characteristics (i.e., formalization, centralization and specialization)
and strategic behavioral emphases (i.e., customer, competitor, innovation and cost control)
complement alternative business strategies (i.e., prospector, analyzer, low-cost defender and
differentiated defender). Responses from 228 senior marketing managers provide support for
the model and demonstrate that each strategy type requires different combinations of
marketing organization structures and strategic behaviors for success.

The Journal of American Marketing Association, Vol-69, 2005, and Pp: 49-65
10. ERIC J. ARNOULD AND MELANIE WALLENDORF (1994)
The authors show how ethnography can provide multiple strategically important
perspectives on behaviors of interest to marketing researchers. They first discuss the goals
and four essential characteristics of ethnographic interpretation. Then they review the
particular contributions to interpretation of several kinds of ethnographic observation and
interview data. Next they discuss how interpretations are built from ethnographic data. They
show how multilayered interpretations of market phenomena emerge through systematic
analysis of complementary and discrepant data. Finally, the authors articulate three
representational strategies that are used to link multilayered interpretations to marketing
strategy formulation. They suggest that ethnographic methods are appropriate for
apprehending a wide variety of consumption and use situations with implications for market
segmentation and targeting; product and service positioning; and product, service and brand
management.
The Journal of Marketing Research, Vol-31, 1994, Pp: 484-504

STATEMENT OF PROBLEM

AMANA TOYOTA Pvt Ltd is one among leading dealers in sale of cars manufactured Toyota
Kirlosker. Roughly they sell about 38% of total cars in Kerala. In such a situation marketing
strategies adopted by AMANA TOYOTA Pvt Ltd enables them to keep ahead of competition
in the market.
In the present study an attempt has been made to study the marketing strategies
followed by AMANA TOYOTA Pvt Ltd and the customers expectations.

OBJECTIVES OF THE STUDY

To know about the impact of marketing strategies on customers.

To analyze the effectiveness of strategies.
To know about the promotional strategies offered by the company.
To give suggestions to have an effective marketing strategies.

RESEARCH METHODOLOGY
Research in common parlance refers to search for knowledge. It is an academic
activity and as such the form should used in a technical sense. It comprises defining and
redefining problems, formulation hypothesis or suggested solution, collecting organization,
and at last carefully testing the conclusions to determine whether they fit the formulation
hypothesis.
The research methodology for the study is described in this chapter. The methodology
includes need for the study, objectives, type of the research, sampling, data collection and
data analysis, scope of the study, limitations and chapter scheme. It comprises defining and
identifying problems formulating hypothesis and suggested solutions, collecting, organizing
and evaluating data and reaching conclusions and at last testing the conclusions for
formulating the hypothesis.

RESEARCH
Research defined as a scientific and systematic search for pertinent information as a
specific topic. The advance learners dictionary of current English lays down the meaning of
research as a careful investigation or enquiry especially through search for new facts in any
branch of knowledge.
American marketing association has defined a research as the systematic gathering
recording and analyzing of data about the problems of goods and services. A methodology
research is the gift of modern methodology concept. Methodology research helps the study
and analysis about the behavior, habits, tastes & attitudes of customers. It offers a number of
advantages to manufacturers, distributors, advertising agencies companies and government.

SCOPE OF THE STUDY

It will helps to increase the sales of the company

It will helps to improve the marketing strategies of the company
It will helps the customers to be aware about the products of the company
It will helps to identify overall satisfaction level of the customer about the company

LIMITATIONS OF THE STUDY

The study is limited to Perinthalmanna city only and therefore the findings of the
study cannot be extended to other areas.
time available for the study was very limited.
Some of the respondent seemed to be very busy and hesitated to The respond.
Some of the data collected through telephone.
As the sampling method was convenient sampling, samples are not the true
representation of the whole population.
Data collected are not fully free from the respondent bias.

COMPANY PROFILE

COMPANY MISSION
Mission Statement of Amana Toyota
At Amana Toyota, we pledge to provide distinctive quality and unparalleled customers
service as we strive to gain the respect and trust of our customers, well-wishers, and above all
our team-members.

MISSION AND GOALS OF AMANA TOYOTA

Mission:
The mission of the organization is to create an enabling culture within the organization to
attract and retain the right personnel and direct their efforts in the achievement of individual
and organizational goals

Create family and friendly environment

Build long term employment culture
Provide support and guidance to employees appropriately
Motivate and retain staff through effective methods
Enhance effective communication among staff
Strive to maintain employee satisfaction and commitment

HISTORY VIEW OF AMANA TOYOTA

AMANA TOYOTA, exclusive dealership of globally renowned Toyota for north

Kerala was started on 21st December 2001 under the dynamic leadership of Mr. V.P.K.
Abdulla at Calicut.
It was the mission of the management and the relentless efforts put in by the
committed employee that enabled the organization to distinguish itself in the region. The
management has plan to strengthen the operations and magnify the customers service goals in
order to ensure that each customers unique needs are addressed to their utmost satisfaction.
The head quarters of Amana Toyota located at Calicut includes Top management and other
professionals from various functions such as Sales, Customer service, Finance and General
administration, etc
Amana Toyota employees, partners in its success, vigorously uphold its mission
statement for every assignment. Their customers have responded tremendously to their
commitment and their support has enabled Amana Toyota to offer unmatched service in six
major districts across North Kerala.

Induction program at Amana Toyota:

Key personnel of the organization

Brief history
Business activities
Structure of the organization
HRD policy outline
Company policy and objectives
Job description, roles and responsibilities, rules and regulation governing hours of
work and over-time, safety & accident policy, leave policy, holiday, methods of

reporting
Career plan, opportunities, promotions
Awareness of the companys environment policy

WORK HOURS AND REPORTING

Work day

The normal workday is eight (8) hours, with 48 hours being a normal work week. The
employee has report by 9 am. Production based employees generally work the same hours,
but may be require working more hours as the work dictates. Overtime work is only
performed when necessary and approved in advance by your department head. The
employees will be paid double pay for the number of hours worked as overtime work. If the
employee has worked on a company holiday a compensatory off or double the pay are
disbursed accordingly.
Leave days, sick days, holiday and absences such as special duty, other official duties,
funeral leave or training, must be specially noted on the time cards for days

PRODUCT PROFILE
ETIOS LIVA

Models

J PS, G, G SP, V, VX, D-4D GD, D-4D GD SP

Gasoline, 4 Cylinder 16V, DOHC

Engine
Type

Diesel, 4 Cylinder 8V, SOHC, D-4D

Size

PETROL - 1197 cc
DIESEL 1364 cc

Transmission

5 speed Manual

Price (Rs)

4,74,000 6,37,000

ETIOS

Models

J PS, G, G SP, V, VX, D-4D GD, D-4D GD SP, D-4D VD,

D-4D VXD

Engine
Type

Gasoline, 4 Cylinder 16V, DOHC

Diesel, 4 Cylinder 8V, SOHC, D-4D

Size

PETROL - 1496 cc
DIESEL 1363 cc

Transmission

5 Speed Manual

Price (Rs)

5,58,000 8,53,000

INNOVA

Innova is a Multi-Utility Vehicle. TOYOTAs reputation is backed by high quality and

durability. It is especially made for Indian market.

Models

E, G, GX, VX

BS IV:2KD-FTV, Diesel With Intercooler Turbocharger,

Engine
Type

4 Inline Cylinder
BS III:2KD-FTV, Diesel With Turbocharger, 4 Inline Cylinder
BSIV: 1 TR-FE, Gasoline, 4 Inline Cylinder
Size

PETROL - 2494 cc
DIESEL 1998 cc

Transmission

5 Speed Manual

Price (Rs)

9,50,000 14,00,000

COROLLA ALTIS

Models

1.8J(S), 1.8G, 1.8G(CVT), 1.8GL, 1.8VL, D-4D J, D-4D J(S),

D-4D G, D-4D G(L)

Engine
Type

2ZR-FE, Gasoline, 4 cylinder inline

D-4DDiesel engine with Variable Nozzle Turbo and Intercooler,
4 cylinder inline

Size

PETROL 1798 cc
DIESEL 1364 cc

Transmission

Manual & Automatic

Price (Rs)

12,00,000 16,00,000

FORTUNER

Models

FC, FE, FB, FY, FX

Type

D-4D Diesel with Intercooler Turbocharger, 4 Cylinders In-line

Size

2982cc

Transmission

Manual & Automatic

Price (Rs)

21,70,000 23,11,000

Engine

CAMRY

Models

2.5L Automatic

Type

2AR-FE, 4 Cylinders In-line, Gasoline

Size

2494cc

Transmission

6 Speed Automatic with Sequential Shift

Price (Rs)

24,45,000

Engine

PRIUS

Models

Z5, Z6

Type

4-cyl. in-line Twin Cam 16-valve DOHC with VVT-i

Size

1798cc

Transmission

Automatic

Price (Rs)

29,80,000 32,00,000

Engine

LAND CRUISER PRADO

Models

VX-L

Type

D-4D Diesel with Intercooler Turbocharger, 4 Cylinders In-line

Size

2982cc

Transmission

5 Speed Automatic

Price (Rs)

65,22,000

Engine

LAND CRUISER

Models

VX

Type

4.5-litre Diesel Engine V8, 32-value DOHC

Size

4461cc

Transmission

6 Speed Automatic

Price (Rs)

1,02,99,000

Engine

ANALYSIS AND INTERPRETATION OF DATA

DESCRIPTIVE STATISTICS

The data after collection has to be processed and analysed in accordance with the outline laid
down for their purpose of the time developing the research plan.this is essential for a
scientific study and for ensuring that the researcher had all relevant data for marketing
contemplated comparison and analysis.
The term analysis refers to the computation certain measures along with searching patterns of
relationship that among data groups.Analysis of data in a general way involves a number of
closely related operations which are performed with the purpose of summerizing these in
such a manner that the answer the research questions.
Interpretation is a technique of growing inferences.infact the main function if the resarcher is
the researcher is the interpretation of the collected data.Intepretation is needed for each
question to give the result of the each question.

1. TABLE SHOWING AGE OF THE RESPONDENTS

Table.1
NO OF
RESPONDENT

AGE

PERCENTAGE

BELOW 30
YEARS

55

55%

31-50

33

33%

ABOVE 50
YEARS

12

12%

100

100%

TOTAL

60
50
40
percentage

30

Column1
20
10
0
ABOVE 30 YEARS

31-50

ABOVE 50 YEARS

INTERPRETATION
From the above table, it is inferred that, 55% of the respondentents belongs to the age of 3150, 12% of the respondents are belonge to the age pf above 50%, mojority of the respondents
are belongs to the age of below 30 years.

2. TABLE SHOWING THE QUALIFICATION OF THE RESPONDENTS

Table.2
QUALIFICATIONS
TILL HSC
GRADUATE
POST GRADUATE
OTHER
Total

NO OF RESPONDENTS
42
36
14
8
100

PERCENTAGE
42%
36%
14%
8%
100

45
40
35
30
25

Column1

20
15
10
5
0
TILL HSC

GRADUATE POST GRADUATE

OTHER

INTERPRETATION
From the above table it is inferred that, 42% of the respondents are HSC qualified, 36% of
the respondents are graduates, 14% of the respondents are post graduates and 8% of the
respondents are belongs to others, majority of the respondents belongs to till HSC.

3. TABLE SHOWNG THE FAMILY SIZE OF THE RESPONDENTS

Table.3
FAMILY SIZE
3 MEMBERS
4 MEMBERS
MORE THAN 4 MEMBERS
Total

NO OF RESPONDENTS
31
56
13
100

PERCENTAGE
31%
56%
13%
100%

60
50
40
30
20
Column1

10

M
EM
BO
RS

M
EM
BE
RS
M
O
RE

TH
AN

M
EM
BE
RS

INTERPRETATION
From the above table it is inferred that 31% respondents having 3members in their home,56%
of the respondents having 4 members in their, majority of the respondents are having 4
members in their home.

4. TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS

Table.4
OCCUPATION
PRIVATE EMPLOYEE
PUBLIC EMPLOYEE
BUSINESS
TOTAL

NO .OF RESPONDENTS
46
36
18
100

PERCENTAGE
46
36
18
100

NO.OF RESPONDENTS

PRIVATE EMPLOYEE
PUBLIC EMPLOYEE
BUSINESS

INTERPRETATION
From the above table it is inferred that, 46% of the respondents are private employees,36% of
the respondents are public employees, 18% of the respondents are doing business, majority of
the respondents are private employees.

5. TABLE SHOWING THE INCOME OF THE RESPONDENTS

Table.5
INCOME
BELOW 20000
20001-30000
30001-40000
ABOVE 40000
TOTAL

NO.OF RESPONDENTS
6
21
51
22
100

PERCENTAGE
6
20
24
32
100

NO.OF RESPONDENTS

BELOW 20000; 6%
ABOVE 40000; 22%
20001-30000; 21%

30001-40000; 51%

INTERPRETATION
From the above table it is inferred that, 6% of the respondents are having salary of below
20000, 21% of respondents having the salary of 20001-30000,51% of the respondents having
the salary of 30001-40000 and 22% of the respondents having the salary of above 40000,
majority of the respondents having the salary of 30001-40000.

6. TABLE SHOWING THE MODEL CAR WHICH OWN

Table.6
MODEL OF CAR OWN
CAMRY
ETIOS
ETIOS LIVA
INNOVA
ALTIS
FORTUNER

Number
2
15
20
30
15
10

Percentage
2%
15%
20%
30%
15%
10%

PRUIS
PRADO
LAND CRUSIER
TOTAL

2
5
1
100

2%
5%
1%
100%

QUALIS
LAND CRUSIER
PRADO
PRUIS
FORTUNER
Column1

ALTIS
INNOVA
ETIOS LIVA
ETIOS
CAMRY
0

10

15

20

25

30

35

INTERPRETATION
From the above table it is inferred that,2% of the respondents are having camry,15% of the
respondents having etios,20% of the respondents having etios liva, 30% of the respondents
having innova, 15% of respondents having altis, 10% of respondents having fortuner,2% of
respondents having pruis,1% of respondents having land crusier,5% of respondents having
prado, majority of the respondents having innova

7.CHART SHOWING RESPONDENTS OWING VEHICLE

Table.7
RESPONDENT OF
VEHICLE
BELOW 2 YEARS
2 TO 4 YEARS
4 TO 6 YEARS
ABOVE 6 YEARS
TOTAL

NO. OF RESPONDENT

PERCENTAGE

38
50
8
4
100

38
50
8
4
100

PERCENTAGE
50
45
40
35
30
25
20
15
10
5
0

PERCENTAGE

INTERPRETATION
From the study it was found that 38% of respondents owing the vehicle below 2 years,50% of
the respondents are owing the vehicle about 2 to 4 years,8% of the respondents are owing the
vehicle about 4to6 years,and 4% of respondents are owing the vehicle for more than
6years,majority of the respondents are owing the vehicle about 2to4 years.

8. TABLE SHOWING THE NUMBER OF CARS OWN

Table.8
NO. OF CAR OWN
ONE
TWO
THREE
MORE THAN THREE
TOTAL

NO. OF RESPONDENTS
52
29
15
4
100

PERCENTAGE
52%
29%
15%
4%
100%

Percentage
MORETHAN THREE; 4%
THREE; 23%

ONE; 47%

TWO; 26%

INTERPRETATION
.From the above table it is found that,52% of the respondents is owing one vehicle,29% of
them having two vehicles,15% of them are having three vvehicles and 4% of the respondents
are having more than three vehicles,majority of the respondents are havinng one vehicle.

9. TABLE SHOWING THE BASE OF PURCHASE

Table.9
BASE OF PURCHASE
CASH
CREDIT
TOTAL

NO. OF RESPONDENTS
66
34
100

PERCENTAGE
66%
34%
100

70
60
50
40
Column1

30
20
10
0
CASH
CREDIT

INTERPRETATION
From the above table it is inferred that,66% of the respondents are making their base of
purchase by cash , and 34% of the respondents are making their base of purchase by credit,
majority of the respondents make their base of purchase by cash.

10. TABLE SHOWING THE AWARENESS ABOUT THE COMPANY

Table.10
AWARENESS ABOUT THE
COMPANY
YES
NO
TOTAL

NO. OF RESPONDENTS

PERCENTAGE

68
32
100

68%
32%
100%

80
70
60
50
40

Column1

30
20
10
0
Yes

No

INTERPRETATION.
From the above table it is inferred that,68% of the respondents are aware about the company
and 32% of the respondents are not aware about the company,majority of the respondents are
aware about the company.

11. TABLE SHOWING THE SOURCE OF AWARNESS ABOUT THE

COMPANT
Table.11
SOURCES OF AWARNESS
RELATIVES
MEDIA
COMPANY SALES MAN
FRIENDS
TOTAL

NO. OF RESPONDENTS
34
23
20
23
100

PERCENTAGE
34%
23%
20%
23%
100%

Percentage
FRIENDS

RELATIVES

20%

MEDIA

SALES MAN

23%

23%
34%

INTERPRETATION
.From the above table it is inferred that,23% of the respondents are about company through
their friends,34% of them are aware about the company through relatives,23% of the
respondents are aware about the company through media,20% of them are aware about the
company through company salesman, majority are about the company through their relatives.

12. TABLE SHOWING THE INFLUENCE FOR BUYING THE

VEHICLE
Table.12
INFLUENCES FOR
BUYING THE VEHICLE
QUALITY
ADVERTISMENT
DURABILITY
TECHNOLOGY
TOTAL

NO. OF RESPONDENTS

PERCENTAGE

35
30
25
20
Column1
15
10
5
0
QUALITY

ADVERTISMENT

DURABILITY

TECHNOLOGY

INTERPRETATION
From the above table, it is inferred that, 34% of the respondents are influenced by quality of
the vehicle, 8% of them are influenced by advertisment,23% of the respondents are
influenced by its technology used, majority of the respondents are influenced by the quality.

13.TABLE SHOWING THE MEDIA OF ADVERTISMENT

Table.13
MEDIA ADVERTISMENT
PRESS
RADIO
TV
CINEMA
OTHERS
TOTAL

NO. OF RESPONDENTS
32
54
8
6
0
100

PERCENTAGE
32%
54%
8%
6%
0
100%

60
50
40
Column1

30
20
10
0

PRESS

RADIO

TV

CINEMA

OTHERS

INTERPRETATION
.From the above table it is inferred that, 32% of the media of advertisement is press,54% is
radio, 8% is of TV,6% of cinema,3% for others,majority is through radio.

14. TABLE SHOWING THE MODE OF DRIVING

Table.14
HOW TO
DRIVE

NO OF
RESPONDENT

PERCENTAGE

SELF

63

63%

DRIVER

37

37%

100

100%

TOTAL

70
60
50
40
percentage
Column1

30
20
10
0
SELF

DRIVER

INTERPRETATION
From the above tabl e, it is inferred that, 63% of the respondentents are self drivers, 37% of
the respondents are using drivers to drive the vehicle, majority of the respondents are self
drivers.

15. TABLE SHOWING THE TECHNOLOGY OF THE CAR

Table.15
TECHNOLOGY
SUPERIOR
NORMAL
SUBSTANDARD
Total

NO OF RESPONDENTS
63
22
15
100

PERCENTAGE
63%
22%
15%
100

70
60
50
40

Column1

30
20
10
0
SUPERIOR

NORMAL

SUBSTANDARD

INTERPRETATION
From the above table,it is inferred that 63% of the respondents are using superior technology,
22% of them normal technology, 15% of them looking substandard technology, majority of
the respondents use superior technology .

16. TABLE SHOWNG AFTER SALES SERVICE

Table.16
AFTER SALES SERVICE

NO OF RESPONDENTS

PERCENTAGE

GOOD
AVERAGE
POOR
Total

73
27
0
100

73%
27%
0
100%

80
70
60
50
Column1

40
30
20
10
0
GOOD

AVERAGE

POOR

INTERPRETATION
From the above table it is inferred that 73% of the respondents are agreeing that the company
offers good after sales service, 57% are in average, majority respondents are of good after
sales services.

17. TABLE SHOWING THE CHARGE FOR SERVICES

Table.17
CHARGES FOR
SERVICES
VERY HIGH
HIGH
AVERAGE
CHEAP
TOTAL

NO .OF RESPONDENTS

PERCENTAGE

12
13
43
32
100

12%
13%
43%
32%
100%

NO.OF RESPONDENTS

VERY HIGH

HIGH

AVERAGE

CHEAP

INTERPRETATION
From the above table it is inferred that 12% of the respondents are for high charges, 13% are
for high charges, 43% of them are for average charge and 32% are for cheap charge, majority
are for average charge.

18. TABLE SHOWING THE RATE OF SERVICE QUALITY

Table.18
SERVICE QUALITY
GOOD
AVERAGE
POOR
TOTAL

NO.OF RESPONDENTS
67
20
13
100

PERCENTAGE
67%
20%
13%
100%

NO.OF RESPONDENTS

POOR; 13%

AVERAGE; 20%
GOOD; 67%

INTERPRETATION
From the above table it is inferred that, 67% of the respondents agrees the rate of service
quality is good, 20% of them for average and 13% of them are for poor, majority of the
respondents are for good rate of service quality.

19. TABLE SHOWING THE CUSTOMER ORIENTATION

PROGRAMME
Table.19
CUSTOMER
ORIENTATION
PROGRAMME
DISPLAY
ROAD SHOW
SEASONAL CAMP
CUSTOMER MEETS
OTHER
TOTAL

NO. OF RESPONDENTS

PERCENTAGE

43
22
14
8
13
100

43%
22%
14%
8%
13%
100%

45
40
35
30
25
20
15
10
5
0

O
TH
ER
S

M
EE
TS

ST
O
M
ER
CU

SE
AS
O
N

AL

CA
M
P

SH
O
W
RO
AD

D
IS
P

LA
Y

Column1

INTERPRETATION
From the above table it is inferred that,43% of the respondents are for display oriented
programme, 22% are for road show, 14% are for seasonal camp, 8% are for ccustomer
satisfaction, and 13% are for other programme, majority respondents are for display.

20.CHART SHOWING THE COMPARISON OF PRICES OF VEHICLE

WITH OTHER VEHICLE
Table.20
COMPARISON OF PRICES
HIGH
NORMAL
LOW
VERY LOW
TOTAL

NO. OF RESPONDENT
73
27
0
0
100

PERCENTAGE
73%
27%
0
0
100

PERCENTAGE
80
70
60
50
PERCENTAGE

40
30
20
10
0
HIGH

NORMAL

LOW

VERY LOW

INTERPRETATION
From the above table it is inferred that 73% of the respondents are for higher price than other
vehicles, 27% for normal, 0% for very low and low, majority are for high price.

20. TABLE SHOWING THE COMPARISON OF PRICES OF VEHICLE

WITH OTHER VEHICLE
Table.20
COMPARISON OF PRICES
HIGH
NORMAL
LOW
VERY LOW
TOTAL

NO. OF RESPONDENTS
73
27
0
0
100

PERCENTAGE
73%
27%
0%
0%
100%

Percentage
VERY
VERY
LOW;
LOW
0%

LOW;
LOW
0%

NORMAL

NORMAL; 27%

HIGH
0%

HIGH; 73%
10%

20%

30%

40%

50%

60%

70%

80%

INTERPRETATION
.From the above table it is inferred that 73% of the respondents are for higher price than other
vehicles, 27% for normal, 0% for very low and low, majority are for high price.

21. TABLE SHOWING THE MOSTLY INFLUENCED FACTOR

Table.21
COMPARISON OF PRICE
PRICE
STYLE
MILEAGE
TECHNOLOGY
OTHERS
TOTAL

NO. OF RESPONDENTS
12
25
10
32
21
100

PERCENTAGE
12%
25%
10%
32%
21%
100%

35
30
25
20
Column2

15
10
5
0
PRICE

STYLE

MILEAGE

TECHNOLOGY

OTHERS

INTERPRETATION
From the above table it is inferred that 12% of the respondents are for higher price than other
vehicle, 25% more style than other vehicle, 10% respondents is more mileage, 32% of
respondents is for technology, 21% respondents is for others and more respondents is for the
technology.

22. TABLE SHOWING THE NUMBER OF AFTER SALE SERVICE

Table.22
NO. OF AFTER SALE
SERVICE
2 TIMES
3 TIMES
4 TIMES
5 TIMES
OTHER
TOTAL

NO. OF RESPONDENTS

PERCENTAGE

32
19
32
17
0
100

32%
19%
32%
17%
0%
100%

80
70
60
50
40

Column1

30
20
10
0
2 TIMES

3 TIMES

4 TIMES

5 TIMES

OTHER

INTERPRETATION.
From the above table it is inferred that,32% of the respondents are for two times after sales
service, 19% are for 3 times, 32% are for 4 times, 17% are for 5 times, 0% are for others,
majority are for both 2 and 4 times.

CHI-SQUARE TEST
Chi square test is applied in statistics to test the goodness of fit to verify the distribution of
observed data with assumed theoretical distribution. Therefore, it is a measure to study the
divergence of actual and expected frequencies. It has great use in statistics, especially In
sampling studies, where we expect a doubted coincidence between actual and expected
frequencies, and the extend to which the difference can be ignored, because of fluctuations in
sampling. If there is no difference between actual and expected frequencies. X2 is zero, thus
the chi square test describes the descripency between theory and observation.
FORMULA FOR CHI SQUARE TEST: x2=(0-ei) 2/ei

Chi square test = x

observed frequency= 0
expected frequency = ei

Degree of freedom
When we compare the computed value of x2 with the table value, the degree of freedom is
evident. The degree of freedom means the number of classes to which values can be assigned
at will, without violating restrictions.

DEGREE OF FREESOM = (R-1)(C-1)

NUMBER OF ROWS = R
NUMBER OF COLUMNS = C

Topic: To find whether there is relationship between the existence of Performance Appraisal
in the Organization and about the customers satisfaction on the existing Performance
Appraisal in the particular Organization.
H0: there is relationship between after sales service and the rate of service quality
H1: there is no relationship between after sales service and the rate of service quality
COMPARISON TABLE:
TABLE 16
TABLE SHOWING AFTER SALES SERVICE
AFTER SALES SERVICE
GOOD
AVERAGE
POOR
Total

NO OF RESPONDENTS
73
27
0
100

PERCENTAGE
73%
27%
0
100%

TABLES 18

TABLE SHOWING THE RATE OF SERVICE QUALITY

SERVICE QUALITY
GOOD
AVERAGE
POOR
TOTAL

NO.OF RESPONDENTS
67
20
13
100

No of Respondents
(Table 16)
73
27
0

PERCENTAGE
67%
20%
13%
100%

No of Respondents
(Table 18)
67
20
13
OBSERVATION TABLE

0
73
27
0
67
20
13
Total

ei
70
23.5
6.5
70
23.5
6.5

(0-ei)
3
3.5
-6.5
-3
-3.5
6.5

(0-ei)2
9
12.25
42.25
9
12.25
42.25

(0-ei)2/ei
0.12
0.5
6.5
0.12
0.5
6.5
14.24

Calculated Value = 14.24

DEGREES OF FREEDOM = (R-1)(C-1)
= (3-1)(2-1)
=2
LEVEL OF SIGNIFICANCE = 5%
Table Value = 5.991
Result
The table value of chi-square for the degree of freedom at 5% level of significance is 5.991.
Since the calculated value is higher than the table value. We have to reject the null
hypothesis. Therefore, there is a significant relationship between the after sales service and
the rate of service quality.

FINDINGS
The key findings of the study are summarized in this chapter. At the end of the chapter certain
suggestions are given,
The study was undertaken with the main objective of identifying the customers attitude
towards the marketing strategies adopted by AMANA TOYOTA Pvt. Ltd. Perception, attitude
and performance of customers towards the brand were also identified. The data were
collected using a questionnaire adopting personnel interview. The collected data were
converted into tables. Statistical tools like Chi-square technique, ANOVA test are used under
SPSS packages. Inferences were drawn based on the analysis.
Findings of the study are made based on results from Chi-square test.
Age group Vs Car model preferred/usage of car/ own cars/ purchasing mode/ awareness of
cars/ source of awareness.
It is found that 55% of the respondents belong to the age of below 30 years.
From the study it is clear that 42% of respondents are qualified till HSC.
From the study it is clear that 56% of the respondents having 4 members in their
family.
From the study it is clear that 46% of the respondents are private employees.
From the study it is clear that 51% of the respondents having the salary 30001
40000.
From the study it is clear that 48% of respondents are owned Innova.
From the study it is clear that 50% of the respondents owe the vehicle for past 2 to 4
years.
From the study it is clear that 52% of the respondents are having one vehicle.
From the study it is clear that 66% of respondents are purchasing the car on cash
purchase.
From the study it is clear that 68% of respondents aware about the Toyota Kirlosker
Motors Ltd.
From the study it is clear that 34% of respondents are aware about the company
through relatives.
From the study it is clear that 35% of the respondents are influenced by the
technology of the car.
From the study it is clear that 54% of the respondents are aware about the vehicle
from TV.

 From the study it is clear that 63% of the respondents are driving their vehicles
themselves.
From the study it is clear that 63% respondents are feeling superior about the
technology.
From the study it is clear that 73% of the respondents are good about after sales
service.
From the study it is clear that 67% of respondents are said average about the opinion
about the charges for sales.
From the study it is clear that 67% of respondents are said well about the quality of
the company.
From the study it is clear that 43% of the respondents are said the most favorable
customer orientation programme is the display.
From the study it is clear that 73% of the respondents are said that the prices in the
company are high.
From the study it is clear that 32% of the respondents said that technology is the most
influenced factor.
From the study it is clear that the number of after sales services is 2 to 4 times.

SUGGESTIONS

It is suggested to strengthen the post sales service, which includes pick up and drop
the vehicle from the owner residence to service.

 It is suggested to offer free driving learning and facilitate to obtain the license to
enhance the sales.
Provide free water wash service facilities.
The dealer can go for mobile service units to satisfy customers who are coming from
different places.
The service department should educate the customers regarding spot checks of the
vehicle like, oil level, air checking for tyres, and other essential documents which the
customer can make check of themselves for smooth and efficient maintenance of
vehicle.
Increase the facilities of registration and decrease the procedure for hire purchase
system.

CONCLUSION
Indian auto industry has matured over the years and expectation of foreign investors
has grown leading to greater competition between the suppliers. Which, the increased
competition in the automobile sector, the need for clear, comprehensive and intelligent
information has become paramount. Information on Indian and global market for
product and service are also essential.

Today from humble TOYOTA KIRLOSKAR CARS, most class encumbers

the best of engineering marvel from their manufacturing. It is the matter of zeroing, as
the car that will suit your budget and fit the best.
The attitude and the perception of the customer points out that they are
satisfied with the safety and performance measures of the TOYOTA models.
The analysis and interpretation helped to understand the attitude of the
customers towards TPYOTA CARS, and it also helped to highlight the marketing
strategies followed by the dealers of TOYOTA KIRLOSKAR MOTORS PVT LTD.

BIBILOGRAPHY
Books:1. C.R. Kothari; Reasearch Methodology, New Delhi, Wishwa prakashan (P) Ltd,
2002
2. Philip Kotler; Marketing Management, Nw Delhi, Prentice Hall Of India (P) Ltd,
2000
3. Philip Kotler, Keller KevinMarketing Management (12th edition; Prentice Hall Of
India (P) Ltd, 2006
4. Chabra TN, Grover sk,Marketing Management, third revised edition, 2003, Danpat
rai & co pvt ltd, Delhi.
Websites:1.
2.
3.
4.
5.

www.carwales.com
www.wkipedia.com
www.google.co.in
www.toyotabharat.com
www.amanatoyota.com

QUESTIONNAIRE

DEAR SIR/MADAM,
I AM ABSUL RAZIQ V P DOING THIS SURVEY AS A PART OF MY PROJECT. I WILL BE
EXTREMELY GRATEFUL IF YOU COULD SPARE A VALUABLE MINUTE OF YOURS. ALL
THE INFORMATION GIVEN WILL BE USED ONLY FOR ACADEMIC PURPOSE AND IT
WILL BE CONFIDENTIAL:1. NAME:
2. AGE:
BELOW 30 YRS

31 TO 40 YRS

3. QUALIFICATION : TILL HSC

GRADUATES

4. INCOME : BELOW 20000

ABOVE 40000
5. OCCUPATION:
EMPLOYEE

41 TO 50YRS

20001-30000

SELF EMPLOYED

RETIRED EMPLOYEE

PG

OTHER
30001-40000

PROFESSIONALS

OTHERS

6. CONTACT NO______________
7. NAME OF THE CAR MODEL WHICH YOU OWN?
COROLLA

ALTIS

CAMRY

ETIOS

ETIOS LIVA

FORTUNER

LAND CRUISER

QUALIS

8. HOW LONG YOU OWN THE CAR?

BELOW TWO YEARS
ABOVE 6 YEARS

2-4 YEARS

4-6 YEARS

9. HOW MANY CARS YOU OWN?

ONE

TWO

THREE

MORE THAN THREE

10. DID YOU PURCHASE THE CAR ON CASH OR CREDIT?

CASH

CREDIT

11. ARE YOU AWARE OF TOYOTA KIRLOSKAR MOTOR LTD?

YES

NO

12. WHAT IS THE SOURCE OF YOUR AWARENESS?

FRIENDS
SALESMAN

RELATIVES

MEDIA

COMPANY

13. WHAT INFLUENCE YOU TO BUY TOYOTA CAR?

QUALITY
TECHNOLOGY

ADVERTISEMENT

DURABILITY

14. IF IT IS ADVERTISEMENT, WHAT IS THE MEDIA?

PRESS

TV

RADIO

CINEMA

OTHERS

15. HOW DO YOU DRIVE?

SELF

DRIVER

16. HOW DO YOU FEEL ABOUT THE TECHNOLOGY OF THE CAR?

SUPERIOUR

NORMAL

SUBSTANDARD

17. HOW DO YOU FEEL AFTER SALES SERVICE ?

GOOD

AVERAGE

POOR

18. WHAT IS YOUR OPINION ABOUT CHARGES FOR SERVICE ?

VERY HIGH

HIGH

AVERAGE

CHEAP

19. HOW DO YOU RATE THE SERVICE QUALITY OF TOYOTA ?

GOOD

AVERAGE

POOR

20 MOST FAVOURABLE CUSTOMER ORIENTATION PROGRAMME?

DISPLAYS
MEETS

ROAD SHOW

SEASONAL CAMPS

CUSTOMER

OTHERS
21. HOW DO YOU COMPARE THE PRICE OF TOYOTA VEHICLE RELATED TO OTHER
VEHICLE?
HIGH

NORMAL

LOW

VERY LOW

22. WHICH FACTOR IS MOSTLY INFLUENCED BY THE TARGET PEOPLE?

PRICE
OTHERS

STYLE

MILEAGE

TECHNOLOGY

23. NUMBER OF AFTER SALES SERVICE IN A YEAR ?

TWO TIME
OTHERS

THREE TIME

FOUR TIME

FIVE TIME