1. International Journal of Management (IJM), OF 0976 – 6502(Print), ISSN 0976 –
INTERNATIONAL JOURNAL (2013)MANAGEMENT (IJM) ISSN
6510(Online), Volume 4, Issue 2, March- April
ISSN 0976-6502 (Print)
ISSN 0976-6510 (Online)
Volume 4, Issue 2, March- April (2013), pp. 85-90
IJM
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A STUDY ON EFFECTIVENESS OF ADVERTISEMENTS OF FOUR
WHEELER OF TATA MOTORS LTD
A.Nithya
Asst/Prof, Kongunadu College of Engineering and Technology
Tholurpatti (PO), Thottiam (TK), Trichy (DT), Tamilnadu – 621215
ABSTRACT
In this present scenario the usage of vehicles particularly in four-wheeler on roads by
the people are increasing day by day. For the past four years the four-wheeler industry had
seen a tremendous growth in Indian market, this indicates its increasing usage. The study is to
promote sales through advertisement and to reduce the competition through effective
advertisement.
The study helps to know about the customers of TATA Motors Ltd. and the marketing
technique adopted and its reach towards customers. This also helps to understand the
expectation of customers of TATA Motors Ltd.
Key words: Advertising effectiveness, Advertisement, Automobile Industry Advertising
INTRODUCTION
Starting from the era when there was too slim of a variety of cars available in Indian
market, Indian automobile industry has come up a long way to have a diverse array of cars
these days. There are a number of top automobile companies running their operations in
India, which again have a range of models in different segments of cars.
During its early days, the most of the Indian car auto manufacturers banked upon foreign
technologies. But the scenario has changed over the years and currently, the Indian
manufacturers are using their own technology. Due to the growing pace of Indian automobile
market, a number of car manufacturers including the global leaders have locked their horns in
the Indian market.
After the recent setback due to the global recession, the Indian automobile market has
again started to grow up. Though the sales except commercial vehicles started creeping up
since the beginning of this financial year, it's only the month of September 2009 when the
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2. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –
6510(Online), Volume 4, Issue 2, March- April (2013)
market saw buoyant sales. It fuelled optimism in the industry. The retail trade also started
soaring up. The sales saw a 9.6% rise in the month of September with a sale of 1,092,262
units. The passenger vehicle sales also grew by 20.32%.
List of Top Automobile Companies in India, 2011(Figures in ` Crores)
2011 ET 500 Rank Company Turnover PAT MCRP CR Assets
7 Tata Motors Ltd. 123222.91 9273.62 56499.77 52209.48
21 Mahindra & Mahindra Ltd. 37026.37 3079.73 49945.17 36926.19
19 Maruti Suzuki India Ltd. 38140.69 2382.37 31475.63 14762.9
41 Hero MotoCorp Ltd. 19669.29 1927.9 40398.63 4447.22
46 Bajaj Auto Ltd. 17008.05 3454.89 46885.69 5154.96
67 Ashok Leyland Ltd. 11133.04 631.3 6653.15 6621.16
101 Sundaram Clayton Ltd. 7419.41 64.63 529.23 2428.87
110 TVS Motor Company Ltd. 6569.99 127.94 2985 1745.06
148 Eicher Motors Ltd. 5138.64 243.12 4448.27 474.14
396 Force Motors Ltd. 1574.05 58.62 730.05 583.79
TATA MOTORS
Tata Motors is the largest automobile company of Asia headquartered in Mumbai,
India. Annual Projected revenue for 2010-11 is US$ 27.629 billion. It also occupies the
number one position in commercial car segment. Tata Motors enjoys 31.2% of market share
in the multi-utility vehicles, which in luxury car segment, it has 6.4% market share. Most of
the Tata Motors' vehicles are sold predominantly in India and over 4 million vehicles have
been produced domestically within India.
OBJECTIVES OF THE STUDY
To study the effectiveness of advertisement of Tata Motors Ltd.
To identify the media for the effective advertisement.
To find the factors that improves the sales.
To hold on customers on a long run.
SAMPLE SIZE
500 respondents were selected from the population of users of four wheelers in North
east part of Tamilnadu, (Chennai, Erode, Madurai, Namakkal, Salem)
SAMPLING PROCEDURE
Convenient sampling technique is employed for selection of 500 respondents from the
total population pool.
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3. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –
6510(Online), Volume 4, Issue 2, March- April (2013)
CONVENIENT SAMPLING
The unrestricted, convenient sampling is the simplest form of probability sampling.
Since all the probability samples must provide a known nonzero chance of selection for each
population element, the convenient sampling is considered a special case in which each
population element has a known and equal chance of selection. In this section, we use the
convenient sample to build a foundation for understanding sampling procedures and choosing
probability samples.
TYPES OF DATA AND DATA COLLECTION METHOD
Primary data
Secondary data
PRIMARY DATA
Primary data means data collected by the investigation for the purpose of
investigation directly is known as primary data, the researcher used survey method to
collect data directly from the respondents. The primary data are very accurate and
reliable.
SECONDARY DATA
The Researcher also used online sources and old records as secondary data
for getting more information.
FINDINGS
1. 74% of the respondents are male and 24% of the respondents are female. Hence
males use four wheeler of Tata Motors Ltd. than females.
2. Majority of the respondent uses Four Wheeler of Tata Motors Ltd are above the age
of above 45 years.
3. 77% of the respondents are married and 23% of the respondents are unmarried.
Majority of the respondent are married.
4. Majority of the respondents are professional followed by Business man.
5. 34% of the respondents are qualified post graduates followed by 29% of the
respondents are qualified under graduates.
6. 31% of the respondents are having an income of Rs.30001-40000 per month,
26% of the respondents are having an income of Above 40001 per month.
7. 33% of the respondents’ family having three earnings member in their family,
22% of the respondents’ family having two earnings members.
8. 32% of the respondents have considered Tata Motors Ltd. before buying, 25% of
the respondents have considered Mahindra & Mahindra Ltd. before buying.
Majority of respondents concentrate on Tata Motors Ltd. Before purchasing
followed by M & M Ltd.
9. Respondents have preferred Tata Motors for their Brand Image, followed by price and
Aesthetic look.
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4. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –
6510(Online), Volume 4, Issue 2, March- April (2013)
10. Majority of the respondents get the information from TV followed by friends and
relatives.
11. Majority of the respondents tells that no offer is provided by any dealers.
12. 31% of the respondents want free Insurance for their vehicles by the dealers
followed by zero percent interest.
13. 33% of respondents tell that TV ad is most informative.
14. Majority of the respondents indicates that newspaper ad is also informative but
less than TV ad.
15. 27% of respondents say that magazine ad is also informative.
16. 30% of respondents indicate those ads given on posters are not very informative
like other media of advertisement.
17. 25% of respondents indicate those ads given on banners are not very informative
like other media of advertisement.
18. 35% of respondents indicate those ads given on hoardings are not very
informative like other media of advertisement.
19. 27% of respondents indicate those ads given on FM/Radio are not very
informative like other media of advertisement.
20. 31% of respondents indicates that ad given on Internet are informative to some
extent but not like TV ad
21. Majority of the respondents have good opinion about the advertisement on trade
show and exhibition.
22. Even advertisements on mobile stands in average place according to 31% of the
respondents.
SUGGESTIONS
1. At the time of purchasing car most of the people think about Tata Motors Ltd.
Therefore some concession can be given so that the consumer will blindly come
purchase the car of Tata Motors Ltd. without comparing any other automobile
company.
2. It is highly requested to concentrate on free service and maintenance, because
these are the factors where the respondents have given poor opinion.
3. Car of Tata Motors Ltd is purchased due to image and reasonable price, hence
these factors to be maintained.
4. Like other companies car the mileage of Tata Motors Ltd can be increased.
5. TV advertisements are best according to the many respondents, Hence ads must be
given more in television.
6. Some ad campaign can be conducted so that another source of information called
word of mouth will create a good awareness among the people.
7. Respected are expecting offer from dealers, hence the dealers can provide special
offer to their customers. So that offer should not create a negative impact on the
sales.
8. Mostly type of offer wanted are free insurance, zero percent interest etc, therefore
the dealer can provide the same to gain more sales and profit.
9. Providing offer will definitely make the customer to retain and create word of
mouth which in turn has good and positive impact.
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5. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –
6510(Online), Volume 4, Issue 2, March- April (2013)
10. Many dealers are giving offer like gold coin and free petrol etc but the customers
are less likely about this offer. Instead for the same some new offer can be given.
11. Innovative and creative ad should be given on TV so that at the time of
purchasing the ad will induce to buy without shifting their mind towards some
other brand. Since TV ad create a positive effect.
12. Ad given on Newspaper and magazine are also have good opinion in the minds of
respondents, hence that can be maintained.
13. Posters ad can be changed or reduced since it has no effect at all on sales. Instead
of investing on posters better to invest more on TV ad
14. If one wants to give ad on posters can modify its aesthetic look so that the
passersby can get many information in one glance.
15. Indeed banners and hoardings are also having less response from the passersby;
hence this ad should also be modified.
16. Now day’s people are very busy that they do not have time to gather the
information, in this way the FM/Radio can create a awareness to the public about
the brand by indicating all necessary information with sweet and luring voice.
17. Youngsters are always seen browsing, every time they browse for everything this
is right opportunities to show popup ad or flash ad or running ad to them so that
they take pain to look at it and it will have good impact.
18. Advertisement in trade show or exhibition is best according to many respondents,
therefore once in quarterly the above can be organized to give more awareness
about the brand.
19. Organizing more trade show and exhibition will have a good impact on sales.
This is good way of marketing too.
20. Mobile ad can be increased since it has less effect. In this competitive world if
one wants to push their brand the above suggestion should be taken into the
account.
CONCLUSION
The current study was based on the effectiveness of advertisement of Tata Motors
Ltd. I think further research can be done on a large scale with large sample size not only in
automobile industry, but also covering other products or in other cities with respect to the
same car industry. I found some interesting facts, among them one is that well known brand
name is more popular than the unknown brands. People have a high awareness about the well
known brand. Majority of respondents prefer to purchase a well known brand products.
Therefore customers do not want to take any risk to purchase unknown brands. This study
will help the dealers to understand the customers’ expectation and by fulfilling retention of
customers is possible. And also this study helps the researcher for further future study as a
base. It also helps the reader to have an idea about the best media of Advertisement for four
wheeler. Study helps the advertising agency to know the customer perception towards the ad
on different Medias and about the effectiveness of Ad. Through this study one can understand
TV is the best media for advertising about four wheeler. Hence more concentration and
investment can be made in TV ad which will not go in vain.
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6. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –
6510(Online), Volume 4, Issue 2, March- April (2013)
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