consumer behavior towards toyota

1. CONSUMER BEHAVIOR
PROJECT
ON
TOYOTA
Submitted To:
Submitted By: Farhan Ahmad
Shivam Sharma
Prerit Jain
Shivam kathuria

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. 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.
Toyota Innova
26%
Toyota Etios
24%Toyota
Fortuner
20%
Toyota Etios
Liva
4%
Toyota Corolla
Altis
10%
Toyota Land
Cruiser
2%
Toyota Camry
6%
Toyota Prius
0%
Toyota
Van
8%
Car Type

8. Q2. Which is the transmission type you are currently using?
Transmission
Type
No. of responses
Automatic 27
Manual 23
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.
54%
46%
TransmissionType
Automatic Maunal

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
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.
I took the
decision myself
22%
I and my family
(Spouse)
36%
My Parents
were the
decision
makers
42%
Decision Maker

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. 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.
0 2 4 6 8 10 12 14
Inexpensive list price
Attractive discounts
Convenient dealer location
Attractive payment terms
Future resale/trade-in value
Availability of parts
Reliability of the dealer
After-sales service
Low repair/parts cost
Brand Image
Reliability of the maker
Liked the Vehicle itself
No. of responses
No. of responses

12. C. Fuel Type
Q5. Which fuel type you are currently using?
Fuel Type No. of responses
Petrol 21
Diesel 18
CNG 11
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.
Petrol
42%
Diesel
36%
CNG
22%
Sales

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-
line car manufacturer.
7
Longest lasting vehicle and most fuel efficient. 1
Greatest Durability of any full-line
manufacturer.
3
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. According to the responses gathered it came out that because of Toyota being the most Fuel-
efficient full-line automotive manufacturer and it being a family-friendly brand, people prefer it
more.
0 2 4 6 8 10
Toyota is the most Fuel-…
Family-Friendly Brand.
Toyota has the best overall…
Toyota has lowest ownership…
Longest lasting vehicle and…
Greatest Durability of any full-…
Attractive Features
Toyota ranked No. 1 in…
Brand Loyalty
All the price range are available.
Better customer service.
Reasonsfor buying toyota brand
Reasons for buying toyota
brand

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. 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”, “anti-
theft device”, “driver seat height adjustment”, “parking sensors”, “airbag” and “keyless entry
system” were on the wish list of a large number of respondents.
0 1 2 3 4 5 6 7
Seat belt warning
Driver Seat Height Adjustment
Anti-Theft Device
Parking Sensors
Airbags
Keyless Entry System
Fog Lamp
ABS
Rear Air Conditioner
Tilt & telescopic Steering
Electrically Operated Side View Mirror
HID
Cruise Control
Sunroof/Moon roof
Rain Sensing Wiper
Curtain Shield Airbag +Side Airbag
Start & Stop System
No. of responses
No. of responses

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. 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.
0 1 2 3 4 5
Seat belt warning
Driver Seat Height Adjustment
Anti-Theft Device
Parking Sensors
Airbags
Keyless Entry System
Fog Lamp
ABS
Rear Air Conditioner
Tilt & telescopic Steering
Electrically Operated Side View Mirror
HID
Cruise Control
Sunroof/Moon roof
Rain Sensing Wiper
Curtain Shield Airbag +Side Airbag
Start & Stop System
No. of responses
No. of responses

19. E. Motivational factor for buying a car
Q9. What are the reasons for buying Toyota brand?
Reason for Buying
Toyota Brand
No. of responses
Attractive Vehicle 16
Social Status 21
Transportation 13
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.
Attractive Vehicle
32%
Social Status
42%
Transportation
26%
No. of responses

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
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
Internet
34%
VisitSales
Outlet
54%
Talkingto
Salesman
12%
No. of responses

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
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.
Up to 10th
0%
Up to 12th
0%
Graduate
58%
Post Graduate
42%
No. of responses

22. Q12. What is your current Age?
Age No. of responses
18-25 26
26-35 12
26-45 8
More than 45 4
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
18-25
52%26-35
24%
26-45
16%
More
than
45
8%
No. of responses

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 15
51000 – 75000 30
76000 – 100000 3
More than 100000 2
Interpretation:
35000 – 50000
30%
51000 – 75000
60%
76000 – 100000
6%
More than
100000
4%
No. of responses

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
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
Cash
30%
Bank
70%
Other financial
institution
0%
No. of responses

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 0
Unsatisfied 0
Neutral 5
Satisfied 39
Highly Satisfied 6
INTERPRETATION:
Highly
Unsatisfied
0%
Unsatisfied
0%
Neutral
10%
Satisfied
78%
Highly Satisfied
12%
Satisfaction/Dissatisfaction

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. 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.
15
11
14
10
0
2
4
6
8
10
12
14
16
Sedan Hatch back SUV MPV
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.