To Know the consumer behavior towards Tata-agrico products - Copy

8/7/2019 To Know the consumer behavior towards Tata-agrico products - Copy

1/16

TO STUDY THE CONSUMER BEHAVIOR

TOWARDS TATA-AGRICO PRODUCTS


2/16

INTRODUCTION

To do a market survey within Jamshedpur region

and to find out buying behavior of consumers

towards the TATA-Agrico products.

Location : Jamshedpur

Sample Size : 30


3/16

BRANDS PREFERRED BY THE CUSTOMER

In the survey we observed

that:

TATA-Arigo Products

41.4% Non-TATA Products

58.6%

Note:- Where Non-TATA

Products includes all theother brands available in

the market


4/16

VARIOUS TYPES OF PRODUCT USED

BY CUSTOMERS

Use of products like Shovel, Hammers &Powrah/Hoes are much more as compare to other

products just because Jamshedpur is an Industrial

based city thats why the use of these tools are

more.

27%

5%

32%29%

7%

0%

Powrah/Hoes

Pickaxes

Shovel

Hammers

Crowbars

Sickle


5/16

FREQUENCY OF PURCHASE

All the products are made up of Steel which has

the durability thats why repetition of purchaselies in between 1-3 years depending upon the

Brand you are using, in which TATA-Agrico

products are the best in durability.

5%

22%

51%

22%

< 6 Months

6 Months - 1 Year

1 - 3 Years

> 3 Years


6/16

QUANTITY OF PURCHASE

Most of our consumers are Labors, Farmers orsmall contractors who buys the products in

between 1 5 pieces but service agency like

JUSCO buys the product in bulk also.

42% 41%

17%

1 Pc

2 - 5 Pc

> 5 Pc


7/16

DIFFERENT BRANDS (NON-TATA)

AVAILABLE IN THE MARKET

Majority of market is controlled by LocalManufacturerbecause of theirlow cost Products.

Note:- Few consumer buys both TATA as well as

Non-TATA Products

4

3

2

15

0

5

10

15

20

25

No. of Products

LOCAL

INDIA

KISSAN

CASA


8/16


9/16

CONSUMERS OCCUPATION

Jamshedpur is an industrial city so consumers

related to industries or constructions are more

with respect to farmers, bricks kiln or fabricator

10

3

0

2

8

0

7

0

1

2

34

5

6

7

8

9

10

No. of Customers

Labourer

Farmer

Bricks Kiln

Minning/Query

Builder/Contracto

r

Fabricator

Others


10/16

DISTANCE TRAVEL TO BUY THE PRODUCT

All major shopping areas of Jamshedpur comes in

the radius of not more than 20kms, so distance

travel by the consumer is most in less than 5kms

6

3

21

0

5

10

15

20

25

No. of

Customers

< 5 Kms

5 - 10

Kms

> 10 Kms

< 5 Kms

5 - 10 Kms

> 10 Kms


11/16

MOST EFFECTIVE MODE OF

COMMUNICATION CHANNEL

Majority of our consumers are not effectivelyeducated thats why TV, Newspaper & Radio are

not the best way to reach, in fact Wall Painting as

well as Word of Mouth is the effective mode of

communication channel to spread awareness.

40%

0%0%0%0%

13%

10%

37%

Wall Painting

Danglers

TV Advt

Radio Advt

Newspapers

Road ShowsFairs

Other


12/16


13/16

IF HOLOGRAM NOT PRESENT THAN HOW

DO OUR CONSUMER PERCEIVE ?

If Holograms are not present than our consumers

perceive by tracing TrademarkorTATA print on

the product which is ever lasting.

4

14

12

0

2

4

6

8

10

12

14

No. of Customers

Trademark

TATA Print

NA


14/16

REASONS FOR BUYING TATA OR NON-TATA

PRODUCTS

TATA Products:

Better Quality

Durability

More options available within each category

Trust of TATA

Non-TATA Products

Low Cost Products

Easily Available

Lack of awareness towards TATA-Agrico

Products


15/16


16/16

Thank You !!

Documents

To Know the consumer behavior towards Tata-agrico products - Copy