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EXPLORING THE KEY FACTORS BEHIND TATA MOTORS POPULARITY AMONG CONSUMERS IN AMRAVATI (KEY IJW**********297)

• Akash Anandrao Deshbhrarar

Abstract

The Indian automobile industry has witnessed significant growth over the past few decades, with various domestic and international brands competing to capture consumer attention. Among the key players, Tata Motors has established a strong foothold due to its reputation for offering affordable, durable, and feature-rich vehicles. This study, titled "A Study on the Factors Influencing Customers to Prefer Tata Motors Cars in Amravati City," aims to explore the underlying factors that drive customers in Amravati City to choose Tata Motors over other brands. Amravati, a growing urban centre in Maharashtra, offers a unique perspective on the factors influencing car purchasing decisions, including economic conditions, lifestyle choices, and regional preferences. Understanding these factors is essential for Tata Motors to align its product offerings with customer needs and preferences. Through a combination of primary data collection via surveys and secondary data from industry reports, this study will delve into aspects such as pricing, brand loyalty, product quality, after-sales service, and emotional attachment to domestic brands. The findings will provide valuable insights into customer behaviour and contribute to enhancing Tata Motorsmarket strategy in Amravati.