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A study on effectiveness of advertisements of four wheeler of tata motors ltd 2-3


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  • 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- AprilISSN 0976-6502 (Print)ISSN 0976-6510 (Online)Volume 4, Issue 2, March- April (2013), pp. 85-90 IJM© IAEME: ©IAEMEJournal Impact Factor (2013): 6.9071 (Calculated by GISI) 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, its only the month of September 2009 when the 85
  • 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 startedsoaring up. The sales saw a 9.6% rise in the month of September with a sale of 1,092,262units. 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 58.62 730.05 583.79TATA 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 thenumber one position in commercial car segment. Tata Motors enjoys 31.2% of market sharein the multi-utility vehicles, which in luxury car segment, it has 6.4% market share. Most ofthe Tata Motors vehicles are sold predominantly in India and over 4 million vehicles havebeen 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 Northeast part of Tamilnadu, (Chennai, Erode, Madurai, Namakkal, Salem)SAMPLING PROCEDURE Convenient sampling technique is employed for selection of 500 respondents from thetotal population pool. 86
  • 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 eachpopulation element, the convenient sampling is considered a special case in which eachpopulation element has a known and equal chance of selection. In this section, we use theconvenient sample to build a foundation for understanding sampling procedures and choosingprobability samples.TYPES OF DATA AND DATA COLLECTION METHOD Primary data Secondary dataPRIMARY DATA Primary data means data collected by the investigation for the purpose ofinvestigation directly is known as primary data, the researcher used survey method tocollect data directly from the respondents. The primary data are very accurate andreliable.SECONDARY DATA The Researcher also used online sources and old records as secondary datafor 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. 87
  • 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. 88
  • 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 MotorsLtd. I think further research can be done on a large scale with large sample size not only inautomobile industry, but also covering other products or in other cities with respect to thesame car industry. I found some interesting facts, among them one is that well known brandname is more popular than the unknown brands. People have a high awareness about the wellknown 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 studywill help the dealers to understand the customers’ expectation and by fulfilling retention ofcustomers is possible. And also this study helps the researcher for further future study as abase. It also helps the reader to have an idea about the best media of Advertisement for fourwheeler. Study helps the advertising agency to know the customer perception towards the adon different Medias and about the effectiveness of Ad. Through this study one can understandTV is the best media for advertising about four wheeler. Hence more concentration andinvestment can be made in TV ad which will not go in vain. 89
  • 6. International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 –6510(Online), Volume 4, Issue 2, March- April (2013)REFERENCE 1. Aaker, Kumar, Day, Marketing Research, Eight edition, John Wiley& Sons, Inc, 2004 2. Aaker A. David & Joachimsthaler Erich, Brand Leadership, New York, the Free Press, 2000. 3. Aaker, Kumar, Day, Marketing Research, Eight edition, John Wiley& Sons, Inc, 2004 4. David W. Cravens, Nigel F. Piercy, Strategic Marketing, eight editions, Mc Graw Hill, 2006 5. Hawkins Best & Coney, Consumer Behavior, Building Marketing Strategy, Boston, McGraw Hill Irwin, 2004 6. Hoyer, Maclnnis, consumer behaviour, third edition, Houghton Mifflin Company, 2004 7. Kotler, Wong, Saunders, Armstrong, Principle of Marketing, Fourth European edition, Financial time Prentice Hall, 2005 8. Kevin Lane Keller, Strategic Brand Management, Second Edition, Pearson Education Inc,(2003) 9. Virendera poonia, Virender S., Advertising Management, Gennext Publication 2010. 10. Dr R Kuselar, M. Senthil and Dr N.R.V. Prabhu “Network Marketing through Buzz Marketing Strategy” International Journal of Management (IJM), Volume 2, Issue 1, 2011, pp. 106 - 116, ISSN Print: 0976-6502, ISSN Online: 0976-6510. 11. Dr. V.Antony Joe Raja, “The Study of E-Commerce Service Systems in Global Viral Marketing Strategy” International Journal of Marketing & Human Resource Management (IJMHRM), Volume 3, Issue 1, 2012, pp. 9 – 18. ISSN Print: 0976 – 6421, ISSN Online: 0976- 643X. 90