The document is a report on a consumer behavior project conducted on Toyota car owners in Delhi and NCR. It includes the following: - An introduction to Toyota Kirloskar Motor Pvt Ltd in India and its product lineup. - The objectives, scope, research methodology and data collection process for the project which involved surveying 50 Toyota owners through questionnaires. - Key findings from the data analysis including the most popular Toyota models, preferred transmission types, decision makers, reasons for choosing Toyota, and favorite features. - The report provides insights into buying behavior and brand perception of Toyota owners in the target market.

1. CONSUMER BEHAVIOR
PROJECT
ON
TOYOTA
Submitted To:
Submitted By:

2. TOYOTA
Company Profile
Toyota Kirloskar Motor Private Limited
TYPE: JOINT VENTURE
INDUSTRY: AUTOMOTIVE
HEADQUARTER: BANGALORE, KARNATAKA
KEY PEOPLE: MR.RYOICHI SASAKI, CHAIRMAN
PRODUCTS: AUTOMOBILES
PARENT: TOYOTA MOTORS CORPORATION
Toyota Kirloskar Motor Private Limited is joint venture between Toyota Motor Corporation and
the Kirloskar Group, for the manufacture and sales of Toyota cars in India.
It currently is the 7th largest car maker in India after Maruti Suzuki, Hyundai, Tata, Mahindra,
The company Toyota Kirloskar Motor Private Limited (TKMPL) according to its mission
statement aims to play a major role in the development of the automotive industry and the
creation of employment opportunities through its dealer network and ancillary industries with a
business philosophy of "Putting Customer First”. Recently, the Toyota has introduced the tenth
generation Corolla, christened as, Toyota Corolla Altis, and Toyota Etios Liva in India. It has
also launched a facelift version of the Toyota Innova and Toyota Camry. The Indian car market
has also witnessed a joyful time with the Toyota Land Cruiser Prado launched in the late 2004.
Toyota crept into the burgeoning Indian SUV market with its Land Cruiser Prado SUV adorned
with futuristic features and advanced safety technologies.
OBJECTIVES:
Objectives:
 To find out the motivational factor to purchase Toyota car

3.  To find out features/equipment’s/accessories necessary for a buyer for next car
purchase.
 To find out the consumer behavior to buy Toyota brand
SCOPE OF THE PROJECT:
The project was limited to Delhi and NCR. The respondents to be surveyed had to be those who
Already have Toyota car
RESEARCH METHODOLOGY:
Type of Research: Descriptive
Sampling Technique: Convenience sampling.
Research Tool: Qualitative
Sampling Universe: All Toyota car user in Delhi and NCR
Sampling unit: Owners of Toyota car
Target market: Men and Women
Age group: 18-50 years
Sample size: 50
DATA COLLECTION:
Primary:
Data collection by personal interaction with the Toyota car user through Questionnaire
Type of interview: Face-to-face
Interview flow:

4. Eligibility ascertainment of respondent by screening questionnaire
Administration of the main questionnaire
Duration of interview: 10 mins
Secondary: Online collection of data (company website)
DECISION MAKING PROCESS:
Problem statement
New car buyer behavior-quantifying key stages and activities in consumer buying behavior
•
Attractiveness of vehicles is the most important motivational factor while considering a
particular vehicle.
•
Unlikely the price being the main factor, Brand Image, Reliability of the make, the
Vehicle itself and exterior appearance of vehicle is an important decision making factor.
Information search
•
Majority of consumers consider Internet as the most important and reliable source of
information to search about a car.
•
People also consider the views of their peer groups who are currently using cars of a
particular brand.
•
Cognitive research methodology is used.
Alternative evaluation and selection
Most of the consumers preferred Toyota as their favorite make. This was followed by Honda and
Maruti respectively. Surprisingly, none of the respondent preferred TATA AND GENERAL
MOTORS as their favorite brand. When asked it was told that Tata make good commercial
vehicles only and General motors’ besides being expensive, lesser services not suitable for
Indian roads.
Outlet selects and purchase

5. For the selection of the outlet the consumer preferred the Dwarka sec 20 outlet and made the
purchase as it was the outlet which was providing the most attractive discounts to the consumers.
Post purchase processes
Toyota U Trust aims to offer potential customers an opportunity to exchange their 'Cars of any
make' for a brand new Toyota, allowing them an opportunity to upgrade. It will also, cater to
customers who want to exchange their cars for competitively priced used Toyota cars. Customers
will also be provided with a wide range of value added services including, finance options at the
'Toyota U Trust' outlets.

6. Data Analysis:
A. Car Type
Q1. Which Toyota car are you currently using?
Car type
No. of responses
Toyota Innova
13
Toyota Etios
12
Toyota Fortuner
10
Toyota Etios Liva
2
Toyota Corolla Altis
5
Toyota Land Cruiser
1
Toyota Camry
3
Toyota Prius
0
Toyota Van
4

7. Toyota
Toyota Camry Van
8%
6%
Car Type
Toyota Land Toyota Prius
0%
Cruiser
2%
Toyota Corolla
Altis
10%
Toyota Etios
Liva
4%
Toyota Innova
26%
Toyota
Fortuner
20%
Toyota Etios
24%
Interpretation
On asking the respondents on which Toyota car they are currently using it was found that
“Toyota Innova” was the most preferred car because of its large seating capacity and lower price
as compared to other cars in this segment, also this is the most preferred car for Taxi purpose, it
was followed by “Etios” which is family car, followed by “Fortuner” which is a premium
segment car.

8. Q2. Which is the transmission type you are currently using?
Transmission
No. of responses
Type
Automatic
27
Manual
23
Transmission Type
Automatic
Maunal
46%
54%
Interpretation:
On asking the respondents about the transmission type of car they use; 54% of the people said
they use automatic transmission followed by 46% people who use manual transmission cars.

9. B. Decision Making
Q3. Who is the decision maker of this car at the time of purchase?
Decision Maker
No. of responses
I took the decision myself
11
I and my family (Spouse)
18
My Parents were the decision makers
21
Decision Maker
I took the
decision myself
22%
My Parents
were the
decision
makers
42%
I and my family
(Spouse)
36%
Interpretation:
At the time of purchasing the car; 42% of the respondents said that their parents were the
decision makers followed by 36 % of people who said that they and their spouse took the
decision at the time of purchase and 22% said that they took the decision themselves.

10. Q4. Which of the items listed below were the important reasons when you decided to get this
vehicle?
Reasons for choosing the vehicle-General
Reasons
No. of responses
Inexpensive list price
1
Attractive discounts
2
Convenient dealer location
2
Attractive payment terms
1
Future resale/trade-in value
0
Availability of parts
2
Reliability of the dealer
3
After-sales service
2
Low repair/parts cost
4
Brand Image
7
Reliability of the maker
12
Liked the Vehicle itself
14

11. No. of responses
Liked the Vehicle itself
Reliability of the maker
Brand Image
Low repair/parts cost
After-sales service
Reliability of the dealer
No. of responses
Availability of parts
Future resale/trade-in value
Attractive payment terms
Convenient dealer location
Attractive discounts
Inexpensive list price
0
2
4
6
8
10
12
14
Interpretation
In choosing the vehicle itself, the general trend (excluding the issues of features and
performances) is that people do like the vehicle itself and that has been the most prominent
reason for choosing the vehicle. Not only this, people also considered the reliability of car
maker/manufacturers and the brand image of the model.

12. C. Fuel Type
Q5. Which fuel type you are currently using?
Fuel Type
No. of responses
Petrol
21
Diesel
18
CNG
11
Sales
CNG
22%
Petrol
42%
Diesel
36%
Interpretation
On asking the respondents about the type of fuel car they are using it was found that 42% of the
users are using Petrol version , followed by 36 % Diesel, and finally the 22% CNG users.

13. D. Reasons for buying
Q6. What are the reasons for buying Toyota brand?
Reasons
No. of responses
Toyota is the most Fuel-efficient full-line
automotive manufacturer.
9
Family-Friendly Brand.
7
Toyota has the best overall brand value of any
full-line manufacturer on the road today.
6
Toyota has lowest ownership cost of any full-
7
line car manufacturer.
Longest lasting vehicle and most fuel efficient.
1
Greatest Durability of any full-line
3
manufacturer.
Attractive Features
5
Toyota ranked No. 1 in customer satisfaction.
3
Brand Loyalty
4
All the price range are available.
2
Better customer service.
3

14. Reasons for buying toyota brand
Better customer service.
All the price range are available.
Brand Loyalty
Toyota ranked No. 1 in…
Attractive Features
Reasons for buying toyota
brand
Greatest Durability of any full-…
Longest lasting vehicle and…
Toyota has lowest ownership…
Toyota has the best overall…
Family-Friendly Brand.
Toyota is the most Fuel-…
0
2
4
6
8
10
According to the responses gathered it came out that because of Toyota being the most Fuelefficient full-line automotive manufacturer and it being a family-friendly brand, people prefer it
more.

15. Q7. What do you like about the Toyota car which you are currently using?
Reasons
No. of responses
Seat belt warning
5
Driver Seat Height Adjustment
7
Anti-Theft Device
6
Parking Sensors
3
Airbags
2
Keyless Entry System
3
Fog Lamp
1
ABS
1
Rear Air Conditioner
4
Tilt & telescopic Steering
2
Electrically Operated Side View Mirror
5
HID
4
Cruise Control
1
Sunroof/Moon roof
1
Rain Sensing Wiper
4
Curtain Shield Airbag +Side Airbag
1
Start & Stop System
0

16. No. of responses
Start & Stop System
Curtain Shield Airbag +Side Airbag
Rain Sensing Wiper
Sunroof/Moon roof
Cruise Control
HID
Electrically Operated Side View Mirror
Tilt & telescopic Steering
Rear Air Conditioner
ABS
Fog Lamp
Keyless Entry System
Airbags
Parking Sensors
Anti-Theft Device
Driver Seat Height Adjustment
Seat belt warning
No. of responses
0
1
2
3
4
5
6
7
Interpretation
The respondents were asked to choose, from a list of 17 features/equipments, their desired car
features they wish to see in their next purchase of car. Features like “seat-belt warning”, “antitheft device”, “driver seat height adjustment”, “parking sensors”, “airbag” and “keyless entry
system” were on the wish list of a large number of respondents.

17. Q8. What improvements do you want to make in the car you are currently using?
Reasons
No. of responses
Seat belt warning
1
Driver Seat Height Adjustment
1
Anti-Theft Device
3
Parking Sensors
5
Airbags
2
Keyless Entry System
3
Fog Lamp
1
ABS
5
Rear Air Conditioner
4
Tilt & telescopic Steering
2
Electrically Operated Side View Mirror
4
HID
4
Cruise Control
4
Sunroof/Moon roof
1
Rain Sensing Wiper
4
Curtain Shield Airbag +Side Airbag
4
Start & Stop System
2

18. No. of responses
Start & Stop System
Curtain Shield Airbag +Side Airbag
Rain Sensing Wiper
Sunroof/Moon roof
Cruise Control
HID
Electrically Operated Side View Mirror
Tilt & telescopic Steering
Rear Air Conditioner
No. of responses
ABS
Fog Lamp
Keyless Entry System
Airbags
Parking Sensors
Anti-Theft Device
Driver Seat Height Adjustment
Seat belt warning
0
1
2
3
4
5
People would like to make improvement in the parking sensors and ABS of the brand following
by rain sensing wiper, cruise control and HID. Few of the respondents would also like
improvement in the seat belt and driver seat height adjustment.

19. E. Motivational factor for buying a car
Q9. What are the reasons for buying Toyota brand?
Reason for Buying
No. of responses
Toyota Brand
Attractive Vehicle
16
Social Status
21
Transportation
13
No. of responses
Transportation
26%
Attractive Vehicle
32%
Social Status
42%
Interpretation
A majority of respondents (42 %) went by the social status they were carrying and another 32%
per cent people went by the look of the vehicle. Some people (26 %) also bought cars for the
transportation purpose as Toyota has a good fuel efficiency in its cars.

20. A. Source of Information
Q10. Which of the following are most influential ones for deciding to buy this vehicle?
Influential Factors
No. of responses
Internet
17
Visit Sales Outlet
27
Talking to Salesman
6
Talking to
Salesman
12%
No. of responses
Internet
34%
Visit Sales
Outlet
54%
Interpretation:
On asking people which factor is most influential in deciding to buy this brand most; 54% of
people said that visiting sale outlets gives them an overview of which model to buy followed by

21. 34% of people who that they get influenced by internet and reviews given there whereas only
12% of people said that they get influenced by talking to salesman.
F. Respondent Profile
Q11. What is your educational background?
Educational Background
No. of responses
Up to 10th
0
Up to 12th
0
Graduate
29
Post Graduate
21
Up to 10th
0%
No. of responses
Up to 12th
0%
Post Graduate
42%
Graduate
58%
Interpretation:
On asking the educational background of the respondents 58% of people said that they are
graduates and mostly from business families followed by 42% of people who are postgraduates.

22. Q12. What is your current Age?
Age
No. of responses
18-25
26
26-35
12
26-45
8
More than 45
4
More
than
45
8%
No. of responses
26-45
16%
26-35
24%
18-25
52%
Interpretation:
On asking the respondents about their current age, 52% said that their age is between 18-25
followed by 24% who said that their current age is between 26-35, 16% of people said that their

23. current age is between 26-45 and only 8% of people said that their current age is more than 45
years.
Q13. What is your monthly Income?
Monthly Income
No. of responses
35000 – 50000
51000 – 75000
30
76000 – 100000
3
More than 100000
More than
100000
4%
15
2
No. of responses
76000 – 100000
6%
35000 – 50000
30%
51000 – 75000
60%
Interpretation:

24. On asking the respondents about the monthly income they earn, 60% of people said that their
current monthly income is between 51000-75000 followed by 30% of people whose monthly
income is between 35000-50000. Only 6% people said that their monthly income is between
76000-100000 and only 4% have more than 100000 of monthly income.
Q14. Please tell me the preferred mode of payment?
Mode of Payment
No. of responses
Cash
15
Bank
35
Other financial institution
0
No. of responses
Other financial
institution
0%
Cash
30%
Bank
70%
INTERPRETATION:
As we know that, now a day’s mostly people preferred payment mode through bank as compared
with cash payment. As banks in India are playing a vital role in providing consumer credit to the

25. people. While coming to car loan portfolios, private sector banks have a leading stake in
providing a car loan to the Indian buyers collectively. On asking respondent 70% preferred Bank
to make payment and 30% Prefer cash.
G. Response
Q15. What was your response after using Toyota brand?
Satisfaction/Dissatisfaction
No. of responses
Highly Unsatisfied
Unsatisfied
0
Neutral
5
Satisfied
39
Highly Satisfied
Unsatisfied
0%
0
6
Satisfaction/Dissatisfaction
Highly Satisfied
12%
Neutral
10%
Satisfied
78%
INTERPRETATION:
Highly
Unsatisfied
0%

26. As we can see response’s of the customer who is using Toyota car, they are fully satisfied with
the car and its brand. As Toyota manufactures car with low manufacturing cost and perfect
quality, so it requires low maintenance cost and after sales services are satisfactory for Toyota
customers. 78% respondent is satisfied with the car and 12% are highly satisfied and rests 10%
are neutral, no negative feedback for Toyota car.
16. Which body type you consider most in your next purchase?
Next purchase
Body type
No. of responses
Sedan
15
Hatch back
11
SUV
14
MPV
10

27. Next Purchase
16
15
14
14
12
11
10
10
8
6
4
2
0
Sedan
Hatch back
SUV
MPV
INTERPRETATION:
About 15% respondent considered sedan as their next purchase. It is followed by 14% and 11%
for SUV and hatch-back respectively. Only 10% considered MPV as their next purchase.

28. RECOMENDATIONS:
1. Majority considered ‘Toyota’ as their favorite make for car buyers residing in Delhi and
NCR. Toyota can build its marketing strategy according to the current trend prevailing
among the car buyer.
2. They may promote their new launch at their own website or Social Networking sites as
majority respondents prefer internet as their major information source.
3. Again the PRICE of car launched and promoted by Toyota should be comparative to the
similar cars present in market as ‘list price being expensive’ was major reason of
switching to any other brand.
4. Toyota may tie up with public sector banks for financing of car buyer. They can have
some agreement with these banks that come with some attractive loan schemes for their
prospective buyers.
5. Toyota, already known for its customer service and quality, should focus on building its
brand and reliability in India.