Marketing Research and Tata Motors

This assignment requires students to analyze the application of various marketing research methods in a case study focusing on Tata Motors' launch of the Zest sedan and Bolt hatchback. The analysis should encompass both quantitative and qualitative research techniques, highlighting their suitability for understanding consumer preferences and market trends in the automotive industry. Students are also expected to discuss ethical considerations relevant to marketing research and explore theoretical frameworks such as place marketing and generation Y consumer behavior within the context of Tata Motors' products.

Running head: MARKET RESEARCH
Market research assignment on new launch of Tata Zest
Name of the Student:
Name of the University:
Author note:

1
MARKET RESEARCH
Executive summary
The text here consists of the six points that has been discussed thoroughly in terms of research
construction for new launch of Tata zest. This assignment focuses on defining the target
population for the company. In-depth insights on the methods are also discussed by which they
can develop an effective approach to the target market. The sampling approach must be in
harmony with the sampling frame chosen method. The advantages and success criteria for the
company to develop these strategies for reaching the market is also given. However, the
company is aiming for increase in market share also in automobile industry, after launching the
product. In addition, the sampling frame required for the research study and other discussion on
the ethics of the research is considered while developing the research study for the company’s
new launch on the new petrol segment cars.

2
MARKET RESEARCH
Table of Contents
Introduction......................................................................................................................................4
A discussion on the target market alternatives for the Zest sedan...................................................4
Recommendation.............................................................................................................................5
A discussion on the alternative ways of defining the ‘Population’ for a research study on the Zest
sedan................................................................................................................................................6
Recommendation.............................................................................................................................6
A discussion of the alternative ways of defining the ‘Sampling Frame’ for the research on the
Zest sedan........................................................................................................................................7
Recommendation.............................................................................................................................7
A discussion on the alternative ways of defining the sampling approach for the research on the
Zest sedan........................................................................................................................................8
Recommendation.............................................................................................................................9
Explain why the approach expressed in the earlier sections will deliver an effective research
outcome............................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

3
MARKET RESEARCH

4
MARKET RESEARCH
Introduction
Tata Motors is returning to the market for passenger cars. They are also targeting the
petrol section for the first time. Therefore, this assignment focuses on defining the target
population for the company. In-depth insights on the methods are also discussed by which they
can develop an effective approach to the target market (Ford, and Richardson 2013). The
alternative ways of defining the population is also mentioned in the text. There is also a
recommendation for strategy development. The alternative ways of defining the sampling frame
and sampling approach is also discussed with a recommendation (Healey et al. 2014). The
sampling approach must be in harmony with the sampling frame chosen method. The advantages
and success criteria for the company to develop these strategies for reaching the market is also
given (Morgan 2012). However, the company is aiming for increase in market share also in
automobile industry, after launching the product. The assertion has been given for further
improvement in the plan (Babin and Zikmund 2015). In a compact way, this is a market research
study on Tata Zest. The company is in overhaul plan. This would also be adopted in the research
study that have been given in the text. Also the sampling frame required for the research study
and other discussion on the ethics of the research is considered while developing the research
study for the company’s new launch on the new petrol segment cars.
A discussion on the target market alternatives for the Zest sedan.
The automobile industry of a company is dependent upon the consumer behaviour of
towards the car segment. Companies go through a thorough market research process before
launching a product, in this case a passenger car. Tata has also done the same before launching a
Zest (Businesstoday.in 2017). A target market for zest has been identified as Delhi NCR where

5
MARKET RESEARCH
the passengers are from the youth section (Babin and Zikmund 2015). The target market is the
serviceable area of a company and available market for business. The marketing mix strategy
must be applied before the target consumers are presented with the product itself. In addition, the
demographic, geographic, psychographic and behavioural aspect must be analysed before the
strategies for target is developed (Morgan 2012). The target market of the company is known to
be identified as the key segments that may have more concentration of intended buyer. The
dealers associated with the company is identified and planned to re-decorate the outlets in
alignment with the new plan that the company has taken for launching this product (Akaka et al.
2013). The market place of the intended buyer of this car also comes under the petrol car
purchaser. The important part of this launch is to increase the market share of the company to
two digits, which was down in the previous year (Businesstoday.in 2017). The companies claim
on the tag of next generation technologies enabled car that are sure to get response from the tech
savvy active purchaser in India and other countries.
Recommendation
The target market can be extended to international market for this car. The main value
proposition that the company is offering its customers is to attract the youth section of consumers
(Akaka et al. 2013). This will be helpful in building a strong brand for future. The customer
loyalty will also increase as the proposed body and style of Zest is classy and supposed to be
designed as a sedan. The proposed target market can be from the segment of middle to rich
lifestyle related people as the cars are priced between 4.6 lakh to 6.9 lakh (Niedomysl and
Jonasson 2012).

6
MARKET RESEARCH
A discussion on the alternative ways of defining the ‘Population’ for a research study on
the Zest sedan
In this research study, the company must define the target population of the product they
are offering. The target population is a result of generalised study (Akaka et al. 2013). The
ultimate decision must be taken from the interferences drawn from the population. The
participants of the group that are intending to buy the product come under the population to
conduct a research on. The campaign must include the potential buyer of Zest too
(Businesstoday.in 2017). An alternative way of defining the population is to do defining the
constituents of the target population (Morgan 2012). Some organisations use the narrow
definitions of populations and end up having holes in the research methodology. To gauge the
internal perceptions of the consumer a precise population size must be defined and the result will
be particular. For optimising the consistency of the target audience, a significant portion of the
population must be taken into account. In this study the population has been identified to be
concentrated in one region, which can be improved based on the target market expansion plan.
Recommendation
Another alternative way of defining the population can be dividing the primary collected
data on the population in three different constituents. The potential constituents, secondary and
primary constituents of the population sample. Tracking the population using an application-
integrated service can be done for information gathering (Niedomysl and Jonasson 2012). The
survey people should ask efficient question, articulate, and keep the record in a digital medium.
Thus, it can ensure the potential client has differentiated taste. The in-depth interviews may be
more useful for conducting further research.

7
MARKET RESEARCH
A discussion of the alternative ways of defining the ‘Sampling Frame’ for the research on
the Zest sedan
Here the sampling frame that is being sourced from the device is the inquiries and walk in
inquiries of the new product. After segmenting and targeting the people the important part is to
preparing the right sampling frame. Using the census data, it is possible to identify and measure
the population. One of the major problems of sampling frames is having bias samples. Bias
should be minimised if the company wants lesser problems in forecasted results (Sekaran and
Bougi 2016). There are different types of sampling frame. For example opinion poll and electoral
register and other. The returning to the petrol car-purchasing segment Tata has obtained and
organised the petrol segment in direct element sampling. The effectiveness and efficiency of that
segment can facilitate to be selected sampling units (Morgan 2012). The auxiliary information
element can be related to stratify the consumer segment of the identified demography of the
target market. The information gathering process and information to increase the purchasing
number is known as the function of market research. The quantity of people of the population
can be gauged through the programs and services and upgraded to the database. To ascertain the
ethnic, racial background of people the organisation can do a customer satisfaction survey of the
previous model of Tata Motors cars. The focused groups or clients that will be identified in the
defining the population, substantive data must be collected from the process to improve that. The
sample survey observation can be asked to give suggestions for improvement. The impact of the
inclusive programs must be including too (Ritchie et al. 2013).
Recommendation
Taking the approach to cluster according the variables chosen can make the process of
building the sample simpler and easy to draw inferences and conclusion. The forecasting based

8
MARKET RESEARCH
on the historical data of Tata motors car make the process of defining the population simpler. In
defining the frame, the practicality of the technical issues needs to be upgraded and it must be
disjoint population (Sekaran and Bougi 2016). Forecasting the differences for the future can be
useful in drawing inferences.
A discussion on the alternative ways of defining the sampling approach for the research on
the Zest sedan
Among the all-sampling approach, like simple random sampling, stratified sampling,
purposive sampling, cluster sampling of taking decision on probable factors, the most effective
way of sampling will be combination of cluster sampling and purposive sampling (Sekaran and
Bougi 2016). A clustering done on the population will ensure that the people are identified under
a particular cluster of the given population. The respondents are selected within the cluster
(Crouch and Housden 2012). The main advantage using the respondents sampling method is the
information availability of the population. The cost and feasibility are also taken into account; in
addition, the geographic distance that separates the potential buyer segment is also taken into
account. Inclusion of purposive sampling will also be directed towards analysing the buyer
behaviour based on the characteristics of the samples (Crouch and Housden 2012). Tata zest can
take into consideration the variability of race, location and preference gauging study of consumer
taste in new technology. The population is also identified having higher disposable income and
urban middle class network. The improvement in the technology will eliminate some of the
competition (Schroeder 2012).

9
MARKET RESEARCH
Recommendation
It can be recommended that the company must identify a new approach to its sampling
method of doing research. The most effective way of doing sampling can be systematic
sampling. This method of sampling takes more time than other sampling method and done on
periodic basis (Ritchie et al. 2013). The probability of systematic sampling method is known as
the interval sampling techniques. In this process, the probability of the potential buyer of Tata
Zest is selected and the help of structured questionnaire they are asked the question. Based on the
response the forecasting can be done (Healey et al. 2014).
Explain why the approach expressed in the earlier sections will deliver an effective
research outcome.
Sampling ensures the convenience of the procedure that has been adapted by the
organisation to conduct market research on. The cluster sapling method also divides the part
where the company gets more specified data on their consumer behaviour (Maxwell 2012). The
cost of sampling is less as taking the whole observation on the data will be impossible to take
perspective from (Hair et al. 2012). This also takes less time in tabulation and analysis. The
scope of investigation after generalising the data can be of concern for it will increase the
impracticality of the populations. The accuracy of the data must be high and organisational
problem must be taken into consideration for future development of sampling study (Healey et
al. 2014). The suitability of limited resources also must be considered and taking the universal
data is not viable (Ritchie et al. 2013). To build a good rapport between the researcher and
respondents is measurement of effectiveness of the study. Population study is large and requires
establishing adequate rapport of the study. Sampling frame are required to be build because there
will be numerical and logical identifier, the additional information will be helpful in building

10
MARKET RESEARCH
more advance sampling frame. The recommended approach to segmenting, targeting is viable for
getting a clear focus of the company to generalise their marketing strategy. Market segmentation
increase competitiveness is known to increase market competitiveness (Schroeder et al. 2012).
The market expansion strategy and increasing customer life cycle value decisions is also part of
the process (Hair et al. 2012). While the research has been designed from the opportunities that
have been identified while research the evaluation and monitoring the outcome is also necessary.
This would ensure testing the innovation effective for the stakeholders. In addition, reporting the
result is necessary from all the information outlets of the company’ dealer channels. This way the
effectiveness can be ensured for relevant outcome of the research objectives. The specific
initiatives of performance improvements of service can ensure the sales can increase further in
the future (Maxwell 2012).
Conclusion
Therefore, from the above discussion the target market of Tata Zest sedan has been identified.
The criteria and justification of the target market has also been given. The alternative
recommendation for this suggestion has been given in the text. Targeting the youth section of
this product can be fruitful for the company. Recommendation is also based on the price range.
The population for this company is also defined according to the necessitated factors identified
by the company. The sampling frame has been given based on chosen segment for the Tata
motors cars. The segmentation has been done based on observations from the customer walk-in
inquiries data. This has also been done on the different outlets of the Tata showrooms and other
dealers.

11
MARKET RESEARCH
References
Akaka, M.A., Vargo, S.L. and Lusch, R.F., 2013. The complexity of context: A service
ecosystems approach for international marketing. Journal of Marketing Research, 21(4), pp.1-
20.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T.,
Komarova Loureiro, Y. and Solnet, D., 2013. Understanding Generation Y and their use of social
media: a review and research agenda. Journal of Service Management, 24(3), pp.245-267.
Businesstoday.in. (2017). Tata Motors unveils sedan Zest, hatchback Bolt- Business News.
[online] Available at: http://www.businesstoday.in/sectors/auto/tata-motors-new-sedan-zest-
hatchback-bolt-unveiled-auto-expo/story/202919.html [Accessed 21 Sep. 2017].
Crouch, S. and Housden, M., 2012. Marketing research for managers. Routledge.
Ford, R.C. and Richardson, W.D., 2013. Ethical decision making: A review of the empirical
literature. In Citation classics from the Journal of Business Ethics (pp. 19-44). Springer
Netherlands.
Hair, J.F., Sarstedt, M., Ringle, C.M. and Mena, J.A., 2012. An assessment of the use of partial
least squares structural equation modeling in marketing research. Journal of the academy of
marketing science, 40(3), pp.414-433.
Healey, M., Jenkins, A. and Lea, J., 2014. Developing research-based curricula in college-based
higher education. York: HEA.

12
MARKET RESEARCH
Maxwell, J.A., 2012. Qualitative research design: An interactive approach(Vol. 41). Sage
publications.
Morgan, N.A., 2012. Marketing and business performance. Journal of the Academy of Marketing
Science, 40(1), pp.102-119.
Niedomysl, T. and Jonasson, M., 2012. Towards a theory of place marketing. Journal of Place
Management and Development, 5(3), pp.223-230.
Ritchie, J., Lewis, J., Nicholls, C.M. and Ormston, R. eds., 2013. Qualitative research practice:
A guide for social science students and researchers. Sage.
Russell-Bennett, R. and Baron, S., 2015. Fresh thinking in services marketing: contemporary,
cutting-edge and creative thoughts. Journal of Services Marketing, 29(6/7), pp.421-424.
Schroeder, J.E., Saren, M., Maclaran, P., Goulding, C., Elliott, R., Shankar, A. and Catterall, M.,
2012. Critical marketing: insights for informed research and teaching. In Critical marketing:
Defining the field (pp. 18-29). Taylor and Francis.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Tsai, S.P., 2012. Place attachment and tourism marketing: Investigating international tourists in
Singapore. International Journal of Tourism Research, 14(2), pp.139-152.