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INTRODUCTION
The document is the preliminary proposal for the INDEX project from TATA Motors. By now, we have conducted
depth interviews of 25 customers belonging to the target group. We have also conducted 2 focus group discussions.
The management research objectives and research questions have been identified from the guidelines provided by
TATA Motors. The conclusions drawn from primary research and secondary research are used to generate the
hypotheses listed below. We are still working on the exploratory research, thus the hypotheses listed below are not
final and are subject to change.
MARKETING RESEARCH
MARKETING RESEARCH OBJECTIVES, RESEARCH QUESTIONS & HYPOTHESES
termine the overall perception (rank) of Indica Vista by the Target Group (TG) in the B+ segment.
RESEARCH OBJECTIVE 1
To determine the overall perception (rank) of Indica Vista by the Target Group (TG) in the B+ segment.
RESEARCH QUESTIONS
1. What attributes target group use for the overall evaluation of a car?
HypothesisIn case of Indian consumers, Acceleration, Engine Power, Comfort (AC, Power Steering),
Mileage, Style & Looks, Price, Safety & Security, Brand, Post sales & spares are the most valued features.
2. Which are the alternatives of Indica Vista that customers consider in the B+ segment?
HypothesisAccording to Indian customers, Maruti Swift, Hyundai i10/20, Fiat Grande Punto, GM Aveo U‐
Va and Skoda Fabia are the most preferred alternatives in the B+ segment.
3. What is the overall perception of Indica Vista vs. identified alternatives (competition)?
HypothesisHighly cost effective, Poor after sales service, Impression of Indica as a taxi and Lower brand
value are the most perceived benefits and drawbacks of Indica Vista when compared with the alternatives.
RESEARCH OBJECTIVE 2
To determine the perceptions and the preferences of the Target Group (TG) for Indica Vista from the performance
and quality perspective. The gap between the preferences and the perceptions can be used to improve the quality.
RESEARCH QUESTIONS
1. What attributes target group use to rate the performance and quality of a car?
Hypothesis Fuel Efficiency over the period, maintenance required and ease of maneuvering are the most
important criteria to evaluate the performance of a car. Look, space, price, engine, driving comfort and
reliability are the important criteria to evaluate the quality of a car.
2. What is the perception of the target group on these attributes?
HypothesisTarget group perceives Indica low on performance parameters – fuel efficiency, maintenance
required and ease of maneuvering. Target group perceives Indica Vista as high on quality parameters ‐
look, space, engine, price however, low on reliability.
3. What are the preferences of the target group on these attributes?
HypothesisTarget group prefers car with high reliability, low maintenance and high efficiency.
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RESEARCH OBJECTIVE 3
To determine the expectations and experiences of the Target Group (TG) at the point‐of‐purchase (dealership). The
gap between expectations and experiences can be used to improve the dealer experience.
RESEARCH QUESTIONS
1. What are the most important attributes that customers use to explain the experience at the point‐of‐
purchase/dealership?
HypothesisService time, friendliness & expertise of the salesperson, POP Promotions, Detailed
information, model display, quick availability of test drive, Comfort (sofas, temperature, television, child
playground, etc.) are important attributes for the experience at the point‐of‐purchase/dealerships.
2. What is the perception of the target group on these attributes?
HypothesisTarget group considers TATA Motors dealerships as high on service time, friendliness &
expertise of salesperson, POP Promotions, detailed information, quick availability of test drive, however,
low on comfort, detailed information and model display.
3. What are the preferences of the target group on these attributes?
Hypothesis Target group prefers dealerships with High on Expertise & friendliness of salesperson, high
on model display, high on service time and high on detailed information. Average on quick availability of
test drive, comfort and POP promotions.
RESEARCH OBJECTIVE 4
To determine how to improve after‐sales experience of the customers.
RESEARCH QUESTIONS
1. What are the parameters used by the car owners to evaluate after‐sales experience of the customers?
HypothesisFrom our primary and secondary research, we found that the after sales service plays
important role in decision making process. Many times it was the differentiating factor which entirely
affected the choice of the car. Ease of maintenance, ready availability of cost effective service centers,
attitude and expertise of service personnel, personalized service were the important factors in after‐sales
experience. Availability of spare parts at reasonable price was also considered important when it came to
after sales experience.
2. What is the perception of the target group on these attributes?
HypothesisPrimary research did not reveal any conclusive result regarding after sales performance. So it
would be imperative to identify the performance of Indica Vista using below hypothesis. Customer
perceives that TATA Indica Vista as easy to maintain, easy access to service centers, service centers are cost
effective, spare parts are readily available, excellent personalized service and adept service workforce.
3. What are the preferences of the target group on these attributes?
Hypothesis It is important to find out which among these attributes influence customer decision the most.
This can be easily found out by asking the customer to rank the attributes. Ease of maintenance, access and
cost‐effectiveness of service centers and adept service workforce are the most preferred attributes.
RESEARCH OBJECTIVE 5
To determine if the Target Group (TG) consider the Indica Vista as reasonably priced.
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RESEARCH QUESTIONS
1. Is the target group satisfied with the current price range of Indica Vista (Petrol and Diesel models)?
HypothesisTata car models are always considered as good value proposition in terms of price. But other
car manufacturers such as Maruti, Hyundai has come up with a competitive pricing in B+ car segments.
Hence we would like to investigate whether pricing of Indica Vista appeals to target group. Customer is
satisfied by the price range offered by Indica Vista’s ‐ Diesel variant, Petrol variant
RESEARCH OBJECTIVE 6
To identify the ways by which brand equity of Indica Vista can be improved.
RESEARCH QUESTIONS
1. What parameters contribute to the brand equity of Indica Vista?
HypothesisSince the car purchase is a high involvement product, brand equity plays most important role
in decision making. During our primary and secondary research we found that price, distribution intensity,
store image, advertising frequency, price promotion as well as country of origin, peer recommendation and
celebrity endorsements constitutes the brand equity of the product.
2. What is the perception of Indica Vista on these parameters?
HypothesisIt is important to find out the overall brand equity of Indica Vista by determining its
performance on above mentioned parameters.
H1: The perceived quality of a brand is related positively to the extent to which the price of the brand is
perceived to be high.
H2: Perceived quality of a brand is related positively to the extent to which the brand is distributed through
the stores with a good image.
H3: Perceived quality of a brand is related positively to the extent to which advertisement is invested for
the brand.
H4: Perceived quality of a brand is related negatively to the extent to which price promotion is used for the
brand.
H5: The level of brand equity is related positively to the extent to which brand quality is evident in the
product.
H6: Perceived quality and hence brand equity is dependent on the country of origin of the brand.
H7: Perceived quality is positively influenced by positive peer recommendation.
H8: Celebrity endorsement has a positive effect on perceived quality of the product and hence on brand
equity.
RESEARCH OBJECTIVE 7
To determine how can TATA Motors improve the effectiveness of its promotion campaign – advertising and
consumer promotions.
RESEARCH QUESTIONS
1. Which media channels are used by Target Group to get the information on cars?
HypothesisTo communicate the information on cars to the Indian consumers, Television, Print media
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(Magazine, Newspaper), Out door advertising and Trade promotional activities are the most favoured
media channels.
2. Which consumer promotions have been effective in increasing the product inquiry and purchase?
HypothesisAccording to the Indian consumer, Coupons, Premiums, Deals, Bonus packs, Festival Discount,
Corporate discount, Free Insurance, Extended Warranty and Free accessories are the most effective
promotions in increasing the product inquiry and purchase.
3. Is the current advertising campaign effective (ad recall, information, positioning)?
HypothesisIndian Consumers find the current advertising campaign to be less effective, along with the
message is not clear.
TIMESHEET
No
Sr. Team of Work
No. Task members Start Date End Date Days Hour 10/6/2009 10/7/2009 10/8/2009 10/9/2009 10/10/2009
Preliminary Research
1 (10 DI) 10 10/6/2009 10/6/2009 1 14
Preliminary Research
2 (8 DI) 7 10/7/2009 10/7/2009 1 10
Preliminary Research
3 (7 DI) 7 10/8/2009 10/8/2009 1 9
Preliminary Research
4 (1 FGD) 2 10/7/2009 10/7/2009 1 2
Preliminary Research
5 (1 FGD) 3 10/9/2009 10/9/2009 1 2
INTERVIEW LOCATIONS(LUCKNOW)
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TEAM PROFILE
KEY FACTS
Average Work Experience = 24 months
Average Age = 24.5 years
95% Engineers
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