CONSUMER DISSIMILATION WITH REFERENCE TO TATA MOTORS

CONSUMER DISSIMILATION WITH REFERENCE TO TATA MOTORS

KRITIKA CHANGA, MS PRATIKSHA MISHRA

AMITY UNIVERSITY CHHATTISGARH

ABSRACT/EXECUTIVE SUMMARY

Consumer behavior is ever-changing and unique, influencing purchase decisions. Marketers aim to stimulate more purchases by influencing behavior. Psychological and social factors greatly influence consumer behavior, including perception, motivation, learning, beliefs, attitudes, personality traits, family, friends, reference groups, and social norms. Social influences impact consumer behavior through opinions, recommendations, and subtle cues from one's social circle. Cultural factors shape consumer preferences, expectations, and purchasing patterns with values, beliefs, customs, and traditions. Tata Motors is a significant Indian automaker with international activities, ranking among the top automakers in India and a major player in the global automobile market. Tata Motors, founded in 1945, is a versatile carmaker known for innovative designs, reliable vehicles, and commitment to sustainability. It is the second-largest producer of machines and cars in India and the top marketer of vehicles. It ranks fifth globally in medium and heavy commercial vehicle production. Founded in 1868, Tata is a renowned company known for its exceptional quality, original designs, and groundbreaking engineering. It continues to shape the future. The data analysis method used in this project is Quantitative analysis. A survey was conducted using a questionnaire and the results were interpreted with a pie chart. For in-depth analysis, qualitative data was collected through telephonic and personal interviews. The project's main findings suggest that the TATA motor has a positive impact on consumer dissimilation and is now the primary source of information.