A PROJECT REPORT ON CONSUMER

PERCEPTION TOWARDS TOYOTA CARS IN

KASHMIR
SUBMITTED IN PARTIAL FULFILLMENT FOR
THE AWARD OF THE
DEGREE OF BACHELOR IN BUSINESS
ADMINISTRATION
[ABDUL AHAD AZAD MEMORIAL DEGREE
COLLEGE BEMINA, CLUSTER
UNIVERSITY SRINAGAR]
SUBMITTED BY:
NASIR HUSSAIN HAJI
CLASS ROLL NO. 18050050
EXAM ROLL NO. 1809020
SHAHID AHMAD BHAT
CLASS ROLL NO. 18050037
EXAM ROLL NO. 1809037
TUFAIL UL RAHMAN BHAT
CLASS ROLL NO. 18050033
EXAM ROLL NO. 1809008
AZHAR RASHID SHEIKH
CLASS ROLL NO. 18050052
EXAM ROLL NO. 1809053

SUBMITTED TO:
MR WASI UN NABI
DESIGNATION

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 ACKNOWLEDGEMENT
First of all, we would like to express our gratitude
to Almighty Allah enabling us to complete this
project report on “Consumer perception towards
Toyota cars in Kashmir”

Successfully completion of any type of project

requires help from number of person’s .We also
took help from different people for preparation of
this project. Now there is a little effort to show my
deep gratitude to that helpful person.

We convey our sincere gratitude to our Academic

Supervisor Mr. Wasi UN Nabi, professor of AAA
Memorial College, department of management
studies, cluster university of Srinagar. Without his
kind direction and proper guidance this study would
have little success. In every phase of project his
supervision and guidance shaped this report to be
completed perfectly.

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 Table of content

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 EXECUTIVE SUMMARY
This assignment provides a detailed company
description of the giant automaker Toyota motor
corporations, along with an in depth analysis and
evaluation of business activities.
The introduction includes history as well as general
knowledge about business process of the
company .Main part includes the core competences,
value chain analysis, consumer perception and that
include information about primary and support
activities that help the company to maintain
operations, meet costumer expectations and gain
competitive advantage. The last part of this report
provides recommendations that may help Toyota to
maintain productivity and attract more customers.
Toyota is one of the largest manufactures of cars in
the world, with scores of factories in dozen of
countries. Its standing in the automotive world as
the most successful and most profitable carmaker is
unquestioned.

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 Introduction
Toyota Motor Corporation, Japanese Toyota Jadish
KK, Japanese parent company of the Toyota Group.
It became the largest automobile manufacturer in
the world for the first time in 2008,
surpassing General Motors. Many of its about 1,000
subsidiary companies and affiliates are involved in
the production of automobiles, automobile parts,
and commercial and industrial vehicles.
Headquarters are in Toyota City, an industrial city
east of NAGOYA JAPAN.

The Toyota Motor Corporation is a leading global

enterprise, generating the eleventh largest revenues
in the globe, and representing the third largest
automobile manufacturer in the world, after General
Motors and the German group Volkswagen (Crown
Motors). Toyota is nowadays a leading retailer
throughout the world, especially within the United
States, and this leading position has been attained
due to the company's increased ability to understand

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the needs of the market and adapt to them.
Throughout this project then, the emphasis would
be placed on the identification of the various
opportunities and threats, as these emerge from the
external environment and impact Toyota. These
threats and opportunities would be presented, as
well as assessed based on the company's ability to
respond to them. The initial hypothesis is that the
company is sufficiently skilled and capable to
adequately address these threats and opportunities.

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 OBJECTIVES OF STUDY

 To study about the customer satisfaction on

the services provided by dealers.
 To study the opinion of the customers
regarding the availability and cost of spare
parts
 To study the opinion of costumers regarding
its features like mileage, price, quality etc.
 To study effect of advertisement on
customers.
 To study and understand the key service
parameters using costumer perception and
reflect upon the low performing areas.

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 REVIEW OF LITERATURE
COSTUMER PERCEPTION
Derived from the word ‘perceive’, perception refers
to the ability to give meaning to whatever stimuli
are sensed by our sense organs. The stimuli are
inputs to any of our sensory receptors, be it vision,
hearing, smell, taste, or touch. An individual uses
the perceptual mechanism to select a stimulus from
many in the environment, organizes them into a
coherent picture, and interprets it to derive meaning
out of it. Perception is the process through which an
individual interprets his sensory impressions to give
meaning to them.
Consumer perception is defined as a process by
which consumers sense a marketing stimulus, and
organize, interpret, and provide meaning to it. The
marketing stimuli may be anything related to the
product and/or brand, and any of the elements of the
marketing mix. We can classify the marketing
stimuli into two types, namely primary or intrinsic
and secondary or extrinsic the primary or intrinsic

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stimuli comprise the product and its components,
namely brand name, label, package, contents, and
physical properties.
The secondary or extrinsic stimuli comprise the
form in which the good or service offering is
represented through words, visuals, graphics, and
the symbolism, or through other cues such as price,
outlet, salespeople, or marketing communication.

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 Importance of customer perception
Make sure that a customer leaves happy from your
place because he or she will take this emotion back
to his friends and family and tell about his
experience to one and all. Ensure that they feel
valued after an interaction with you.
Remember, it is easy to felicitate a positive
customer perception from the onset than to change
his negative perception to an optimistic one.
1) Brand loyalty
It is important that both brand and customer
perception tally. Sometimes what the brand is
offering may differ from what the customer
perceives. It can cause unfavorable reactions from
one or other parties.
Make sure that the brand is in complete sync with
the customers to boost their perception
About its products and services. Once you gain his
faith, it becomes possible to earn his loyalty
gradually.

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2) Increase in sales figures
The actual aim of a business entity is to boost its
sales figures.  It implements several steps to lure in
its customers. Remember, it is
the consumer perception that drives his behavior
and ultimately leads to buying decision.
An important advantage of positive customer
perception is that it leads to an increase in sales
because the customers react favorably to the
company and its products.
3) Customer retention
Serious competition forces the brands to decrease
their prices because they want to win over customer
loyalty at any cost. Although the sales figures
increase the actual revenues does not increase at the
same rate.
When you already have a good and loyal customer
base because of positive customer perception, it
becomes easier for a brand at consumer retention.

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4) Strengthens the bond
An important advantage of good customer
perception is that it strengthens the bond between
the brand and its customers.  An individual is likely
to visit the place at least once if his interactions over
there have been favorable.

How to have good customer perception?

Customer perception is about impressions and
feelings. Facts and figures occupy a back seat where
these two emotions are concerned.
The journey of a customer from the first to the last
point in your outlet is very important. It will take
him only a few seconds to judge and make up his
mind.
Remember he is both the judge and jury, so the
brand must remain vigilant in its effort to offer a
positive brand impression on each customer. It is
imperative to have good customer perception if you

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want to achieve growth and expansion in your
business.
Creating good vibes about your business is not as
difficult as it seems. You can take the help of
several tools to achieve your target. Remember,
even if you face any negative impact, it will need
just some extra steps and voila you can convert it
into the optimistic and positive costumer
experience. This will be able to change customer
perception dramatically and work in your favor.
Customers need to feel valued hence treat them with
warmth and genuine feelings. If any problems
occur, listen attentively so that he can have his say.
Communicate in a clear and precise manner and
offer a viable solution

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 PROCESS OF CONSUMER PERCEPTION
The perceptual process contains following steps.
These are as under;-
1. Exposure: - we take information through all
of our five senses, but our perceptual field
the world around us includes so many
stimuli that are impossible for our brains to
process and make sense of it all. Consumers
are bombarded with messages on TV, radio,
magazines, the internet etc. exposure speaks
vast amount of commercial information that
we are constantly subjected to on daily
basis.
2. Attention:-attention is the next part of the
perception process in which we focus our
attention on certain incoming sensory
information. Since we cannot tune into each
and every one of thousands of messages and
images we are exposed to daily we tend to
only pay attention to information that we
perceive to meet our needs or interests. This

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 type of selective attention can help us meet
critical needs and get things done.
3. Interpretation:-interpretation is the third
part of the perceptual process, where we
assign meaning to our experiences using
mental structures known as schemata.
Schemata are like databases of stored related
information that we use to interpret new
experiences
4. Adaptation:-a fundamental process of
perception is sensory adaptation a decreased
sensitivity to a stimulus after prolonged and
constant exposure. The ability to adapt to the
things that don’t change around us is
essential to our survival as it leaves our
sensory receptors free to detect the
important informative changes in our
environment and to respond accordingly.

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 COMPANY PROFILE

INTRODUCTION OF TOYOTO CARS IN

INDIA
In India, Toyota Motor Corporation first arrived in
October 1997 through a joint venture with the
kirloskar group setting up shop by the name of
toyoto kirloskar motor private limited. With its
headquarters locatyed in Bangalore, Karnataka
Toyota India is responsible for for handling
manufacture and sales of toyoto cars in in India and
it presently ranks amongst the top 6 car-
manufactures in the country together with Marti
Suzuki, Hyundai, Tata, Mahindra and Chevrolet.
Besides bringing along its parent company’s cutting
edge technology and innovative production
philosophy involved in manufacture of cars. Toyota
India has also carried forward Tic’s legacy of
employing eco-friendly production techniques,
creating new employment opportunities for the

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countries youth playing a notable part in social
welfare and always putting customer first.

Both the manufacturing units that Toyota owns in

India are situated in Karnataka, one in Bidadi and
the other on the outskirts of Bangalore. While the
432 acres Bidadi plant had an initial annual
production capacity of 80,000 vehicles, the
Bangalore unit could manufacture as many as
70,000 vehicles in a year, which together brought
the total production capacity of Toyota in India to
150,000 per annum. In March 2011, this
manufacturing capacity was stepped up to 210,000
vehicles per year in order to cater to the increasing
demand for Toyota cars, particularly the Etios and
the Fortuner, in the country. As far as the dealership
network is concerned, more than 181 dealerships
covering over 96 Indian cities across 22 states and 3
Union Territories together make up a remarkable
dealership network for Toyota in India.

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Toyota Models in India

Starting with the widely popular MPV Qualis in
1999, the Japanese auto-clan of Toyota has
introduced some truly spectacular models in the
Indian car-market over the past decade and a half,
creating itself a formidable fleet of cars that is not
easy to rival even for those domestic manufacturers
that have had a much longer lifespan in the country
to establish their hold over the market. Although the
Qualis was discontinued in 2005, newer and more
alluring models like the Innova, the Etios twins, the
Fortuner and the Camry were brought in for local
production, joined from time to time by their
dashing siblings from overseas like the Prado and
the Land Cruiser, arriving in India as imported
models. Currently, the fleet of Toyota cars in India
features Toyota Glanza, Toyota Urban Cruiser,

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Toyota Yaris, Toyota Innova Crysta and Toyota
Fortuner bringing the total to 7.

 
Toyota Lowest Price Cars
 The Toyota brand has been a significant part of the
Indian automobile industry for more than 15 years
now. Over these years, the automaker has put
together a wide range of cars for its customers to
choose from. Be it hatchbacks, entry-level sedans,
premium sedans, Sports Utility Vehicles (SUVs),
Multi Purpose Vehicles (MPVs) or Electric
Vehicles (EVs), the Toyota fleet has it all. With this
varying series of body-styles and car-segments
comes variation in price tags, which has allowed
buyers belonging to the budget-conscious middle
class, to the uber-rich elite class, along with
everyone in between, to pick the best Toyota for
themselves. The Toyota car that, at present, marks
the lower end of the company's car range in India

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on the monetary scale is Toyota Glanza as it gets
tagged with a price of Rs 7, 18,300.
 

Toyota Highest Price Cars

Included in the extensive and simply irresistible
team of Toyota cars in India are models that have
been made keeping in mind the requirements of the
Indian common man along with models that have
been designed for those that seek more than just
'essential requirements' in their rides. When
breathtaking style, comforts befitting of royalty,
world-class equipment, top-notch safety and
extraordinary drive experience are the traits that are
being looked for in a car, Toyota comes forward
with not just one but multiple options for its elite
buyers to pick from. However, such heavenly rides
do not come without a massive price tag and the
same is true for the creations of this Japanese
automaker too. Currently, %maxCarPriceModel%,

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priced at an exorbitant sum of Rs. 87,00,000, is the
most expensive car that Toyota has on sale in India.
 

Most Fuel-efficient Toyota Cars

 
Besides being known as the largest manufacturer of
cars in the world, the one thing that the Toyota
camp has always been famous for is the cutting-
edge technology and brilliant production practices
that it employs in its manufacturing operations. A
huge supporter and maker of eco-friendly cars,
Toyota has been creating exceptionally powerful
and refined power mill for years now, enabling its
cars to deliver immense power while cutting down
on the fuel-consumption as much as possible.
Today, the Toyota car in India that offers the best
mileage returns is Toyota Glanza, and it gets tagged
with a price of Rs 7,18,300.
 

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 Toyota Upcoming Models

Ever since 1997, when Toyota first set foot on the

Indian soil, its fleet has continuously grown to
incorporate more exciting, more powerful and
simply more incredible members. From Quails, to
Corolla, to Inn ova, to Etio, to Etios Liva, to
Fortuner, to Camry and to those that came after
them, each and every offering of this automobile
clan has had something new and amazing to present
its buyers with. Over the days to come, some more
spectacular rides are going to make their way into
this family, adding more charm to it, including the
likes of Toyota C-HR and Toyota Yaris 2021.

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 INTRODUCTION OF TOYOTO CARS IN
KASHMIR

Toyota Kirloskar Motors was incorporated back in

1997 and in 2019, the car manufacturer completes
its 20 years since the production began at its Bidadi
plant which is located on the outskirts of the city of
Bangalore in the state of Karnataka It’s been 20
years since TOYOTA introduced its maiden product
in the Indian market i.e. the Quails. And since then,
the company has expanded multiple folds, be it in
terms of its product line-up or its reach to the Indian
masses. Products like the Inn ova and for tuner have
become household names as well as segment
benchmarks. Toyota Kirloskar Motors was
incorporated back in 1997 and in 2019, the car

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manufacturer completes its 20 years since the
production began at its Bidadi plaits been 20 years
since TOYOTA introduced its maiden product in
the Indian market i.e. the Quails. And since then,
the company has expanded multiple folds, be it in
terms of its product line-up or its reach to the Indian
masses. Products like the Inn ova and for tuner have
become household names as well as segment
benchmarks. Toyota Kirloskar Motors was
incorporated back in 1997 and in 2019; the car
manufacturer completes its 20 years since the
production began at its Bidadi plant which is
located on the outskirts of the city of Bangalore in
the state of Karnataka. It was in the year 2000 that
Toyota launched the Quails in India, followed by
the Corolla in 2003 and the first generation Inn ova,
the successor to Quails in the year 2005. In the year
2009 came the For tuner, with the Etios twins
making their way to our shores in 2010. Innova and
Fortuner, till date, continue to remain the highest
sellers for the brand in India, with their respective

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second-generation iterations being introduced
during the year 2016. In 2017, Toyota introduced its
premium brand Lexus in the Indian market. And in
2018, we saw the arrival of the Yaris C-segment
sedan.
Apart from this, other important milestones in the
brand’s history in India include the establishment of
TTTI (Toyota Technical Training Institute) in 2007,
the commencement of Camry production in 2013,
beginning the exports of the Etios vehicles in 2014
along with the reaching a total of 100,000
production mark during the same year. Toyota
Kirloskar Motors currently boasts of a dealership
network which stands at a total of 359 units. The
interesting thing to note here is that these facilities
are run by just 77 dealer principals
In a recent visit to Toyota’s Bidadi plant, we were
given a detailed glimpse of what goes on ‘Behind
the Scenes’ in the company’s day to day working.
Right from how it manages its stocks and parts to

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how Toyota dealerships ensure the timely delivery
of a customer’s vehicle.

We were also introduced with the various CSR

initiates that the company has undertaken in order to
‘give back’ to the community amongst which it
currently operates. One such initiative is the Toyota
Technical Training Institute which is located inside
the automaker’s plant. Here, students are given free
training on the basis of a curriculum that is in sync
with the latest trends and practices followed in the
Industry. To put things in perspective, graduates of
this institute, we were told, will be capable enough
to completely dismantle a vehicle and put it back
again while ensuring speed, accuracy and quality.
Toyota is currently also working on a number of
pilot projects. One of these is the setting up of an in-
house vehicle recycling system. In here, trained

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personnel can fully dismantle a car, part by part,
and send the same to government-run facilities for
further recycling.

In addition to this, the car manufacturer is also

doing trial runs of a remote servicing van. Working
on the Japanese Kaizen philosophy, Toyota has
recently introduced EM60 or Express Maintenance
within 60 minutes for periodic maintenance across a
number of its dealerships in India. The principle
behind the same is to declutter the servicing process
and ensures the timely delivery of customer’s
vehicle. Under EM60, it takes a total of 60 minutes
right from the time a customer reaches a dealership
when his/her vehicle is taken for the service which
includes maintenance, as well as washing and
thereafter given back. There are a number of
different Express Maintainance packages which and
can opt for.

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In addition to the EM60, there is EM90 and EM120
which offer a number of different packages for
periodic maintenance to the customers. Going
forward, Toyota plans to leverage the maximum
possible from its partnership with Suzuki in India.
Under this, the company is going to launch the
rebated version of a total of four Suzuki cars in
India. The first one based on the Maruti Suzuki Bale
no i.e. the Glanza premium hatchback will make its
debut on the 6th of June this year. The introduction
of the same will be followed by the debut of rebated
iterations of the Vitara Brezza, Ertiga as well as the
C-Segment sedan Ciaz. With stringent emission and
crash test regulations coming in play, Toyota is
going to upgrade its line-up to meet the same.
At a time when the future of diesel engine is
uncertain, Toyota stands firm on its commitment to
continue selling oil-burners and at the same time
modify its strategies according to the customer
demands. Toyota was introduced in 1999 in
Kashmir the first car was quails and now there are

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lots of models present in Kashmir like Glanza,
urban crusier, Yaris, fortuner, Etios, innnova etc

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RESEARCH METHODOLOGY
The research methodology used was convenience
sampling. As time and cost was the factor so, the
researcher used convenience sampling because
convenience samples provide vital contributions to
individual case records, qualitative summaries etc.

Data sources:-

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The data is collected directly from each costumer
who visited the showroom.

Sampling unit: customers

Sampling size: 100

Sampling technique: convenience sampling

The biggest advantage to a convenience sample is

that we get a pretty good unbiased sample fairly
easily. The biggest downsize is that we may not get
all elements of the population that are of interest.

Data Collection
 Primary: Data collection by personal
interaction with the Toyota car user
through questionnaire.
 Type of interview : face to face

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  Interview flow: eligibility ascertainment
of respondent by screening
questionnaire.
 Duration of interview : 10 mines
 Secondary: online collection of data
[company website]

Scope of the Project

 The project was limited to Jammu
and Kashmir. The respondents to be
surveyed had to be those who
already have Toyota cars.

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  Useful for academic purpose and
further references.
 Provides information about the
functioning of automobile industry in
India.
 Provides details about various
departments and their functions in an
industry.
 Provides information about products
and services offered by the company.

Limitations of study
 It is a comprehensive study on Indian
and the world aspect.
 The sample size is restricted to 100
respondents

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  The study is restricted in scope of
owing too much ethical data.
 Time was limiting factor during the
study
 Some core data could not be
collected due to confidential policies
of the company.

RATIONALE OF THE STUDY

Automobile units play a vital role in the industrial
development of a nation. By considering the facts,
we had chosen the topic as pertinent to the current

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situation in car market. Hence an in-depth study of
perception of customers towards Toyota cars has
been undertaken. The main objective of the study is
to identify the factors influencing the customers to
purchase Toyota cars and analyze the factors
influencing their satisfaction. The study was
confined to Srinagar city and size of the sample is
100 customers of Toyota car by adopting
convenience sampling technique for data collection.

Increasing competition, ever growing market, easy

availability of the finances and increasing
population of young executives, with huge
disposable incomes, over the past few years has
substantially increased the sales in the automobile
industry.

Also, the competition among the dealers of the

products has increased with each trying to
maximize their customer base. This makes it
imperative for the dealers to provide the best of the

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services and exceed the customer expectations to
achieve customer delight and loyalty.

The study tries to understand the key service

parameters and reflect upon the functional areas,
thus providing the dealer with an insight into the
level of customer satisfaction and changing trends
of the costumer expectation.

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