Customer Attitute Towards Indian Tyre in

Volume 5 Issue 3 [Year 2014]
IRJMST
Online ISSN 2250 - 1959
CUSTOMER ATTITUTE TOWARDS INDIAN TYRE INDUSTRY- A

STUDY OF JK TYRES LIMITED
Author:-Ms Renu Gulia
Assistant Professor
Delhi college of arts and commerce,
University of Delhi
Delhi, India.
ABSTRACT
The tyre industry in India grew slowly until 1970's when there was a spurt of
companies entering the market. The tyre industry has evolved from the more basic cross
ply to the more sophisticated radar tyres. Nylon cords that impart low weight and
additional strength to the tyres have also replaced cotton ply. This industry is also driven
by agriculture and infrastructural activity that takes place in the region, as these to have
an impact on the transport sector. In this research paper I have studied Market Share of
JK tyres in passenger car radial in whole INDIA. JK tyres are manufactured by JK
tyres ltd. In this competitive era of marketing where the satisfaction of customers towards
the product has become first priority. It is very important to analyze the customers
behavior. Every company determines the price of its products, sales promotion etc.
according to the market requirement. Direct marketing is one of the effective medium
sales promotions because it is directly related to customers. With the help of direct
marketing company enhances its brand image. Without putting customers on top, no
company can get success. To get success every company should target customers because
market is totally customer oriented.
This research paper evaluates the position of JK tyres in the market and the role of
direct & indirect marketing.
International Research Journal of Management Science & Technology

http://www.irjmst.com
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INTRODUCTION
In todays world of intense competition and rapid dynamism, all the companies
worldwide are tuning their focuses on the customer. Suddenly, the customer had
succeeded in capturing all the attention of the companies towards him, so much so, that
the once famous maxim, customer is the god has become so true and relevant today.
There has been a paradigm shift in the thinking of these companies and none other then
the customer has brought this about.
Earlier there was a sellers market, since goods and services were in short supply
and the sellers use to call the shots. But, ever since the advent of the era of globalization,
there has been total transformation in the way the customers being perceived. Today,
marketers are directing their efforts in retaining the customers and customers base. Their
focus has shifted towards integrating the three elements people, service and marketing.
The customers importance has assumed imponderable proportions in todays
world, because of the inherent value that the customers command. A customers can
make or break a company. It is the responsibility of every company to see that all its
customers are equally satisfied with them, for one single dissatisfied customer will tell at
least nine others about the dissatisfaction and will spark off a chain reaction and spell
doom for that company. In such scenario, retention of the existing customers assumes
diabolical proportion. Research has thrown light on some important aspects of customers
retention it has been proved empirically that acquiring new customers can cost five times
more than the cost involved in satisfying and retaining current customers.
In the past, the customers was taken for a ride, as there were not many players in
the fields, not much importance was attached to product safety, quality, service and
product appeal. The attitude of the manufacture was that of caveat emptor. Thanks to
the government policies on liberalization, globalization and privatization (LPG), the
market scenario has changed today. Today, the customer has a host of defense
mechanism like the customers protection laws, regulation of the government, the
powerful hands of the organization, customers courts, switching to substitute or

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competitors that offer at competitive prices, etc. The maxim, caveat emptor has been
replaced by caveat vendor.
In the past, after sales service was consider as a cost center, Companies were
lethargic in attending to customers complaints. Availability of trainee service personal
and quality genuine spare parts posed serious problems. However, with the rising
competition, there could not be much product differentiation, as price and quality were
comparable and latest technology was to each and every company in the field. Since,
there could not be much differential a tangible assets, the companies concentrated on the
intangible assets, namely the service factor, which served as a major differentiator.
Today after sales service is an important aspect of every company, and it is no more
considered as a cost center, but considered as a profit center. Every organization strives
hard to retain its existing customers at any cost since it is five times costly to get new
customers, then to retain existing customers. Today most of the industries use
information technology to provide best services to their customers.
HISTORY OF JK TYRE COMPANY
Jk tyre and industry limited was incorporated in 1951 and is headquarter in new
delhi,INDIA.The company offers its products &services through a network of dealers
under Jk tyre and Vikrant brand names, and range of franchised retail outlets under the
JK tyre steel wheels brand name, as well as exports tyres to approximately 90 countries.
Jk Tyre and Industries is a mega corporate entity that is emblematic of excellence,
diversification and pioneering new technologies. A part of JK Organization which ranks
among the top private groups private groups in India, Jk Tyre and Industries is
committed to self reliance and follows an ethic that views customer satisfaction as an
index of achievement.
Over the years, the company has expanded and diversified its business portfolio.
The advent of JK Organization on the industrial landscape of India almost synchronizes
with the beginning of an era of industrial awareness - an endeavor for self reliance and

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the setting of a dynamic Indian industry. This was way back in the middle of the 19th
century. And the rest that followed is history.
CORE VALUES:
JK Organization has been a forerunner in the economic and social advancement of India.
It always aimed at creating job opportunities for a multitude of countrymen and to
provide high quality products. It has striven to make India self reliant by pioneering the
production of a number of industrial and consumer products, by adopting the latest
technology as well as developing its own know-how. It has also undertaken industrial
ventures in several other countries.
JK Organization is an association of industrial and commercial companies and charitable
trusts. Its member companies, employing nearly 50,000 persons are engaged in the
manufacture of a variety of products and in diverse fields of commerce.
Trusts are devoted to promoting industrial, technical and medical research, education,
religious values and providing better living and recreational facilities. With the spirit of
social consciousness uppermost in mind, J.K. Organization is committed to the cause of
human advancement.
Manufacturer Association and other authentic industry sources.
When JK tyre claimed for its leadership on the basis of production figures, its
competitors contradicted the claim, stating the fact that market figures from a company's
annual report should be used as authentic data to claim one's leadership, not the
production figures.
But ASCI considered the case at the Consumer Complaints Council on 23 May 2002 and
upheld JK tyre's contention that production figures, as compiled by authentic industry
sources and used by JK tyre to claim its leadership, is a valid and applicable comparison
platform.
Hence, JK Tyre's claim as No 1 tyre manufacturer in India is a perfectly valid and correct
statement. This also reflects ASCIIs agreement to JK Tyre's viewpoint that figures, as
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stated in the one's annual report, could actually be misleading and could include
revenues from non-tyre-related businesses also.
JK Tyre, pioneers of radial technology in India, is today India's largest manufacturer of
tyres in the four-wheel segment, including tyres for trucks and buses, LCVs, passenger
cars, jeeps, tractors, ADVs and OTRs. After 25 years of pioneering world-class
technologies in India, JK Tyre has recently launched the country's first eco-friendly
colored tyres as well as steel-belted tractor rear radials.
MARKETING STRATEGY
Strategic thinking is key to the evolution of successful marketing strategies of JK tyre.
This involves the following analyses:
Understanding markets: Strategic perspective of the market requires skilful analysis of
the trend and how they affect the market size and demand for the firms product.
Finding market niches: Price, service, convenience and technology are some of the
niches in Indian market.
Product and service planning: Analysis of the customers promotion of the brand, both
of the firm and competitors, besides an analysis of the situation in which the customer
uses the product.
Distribution: Structural changes in inventory management, mobile distribution are some
of the key factors that are going to affect the distribution process in the Indian market.
Managing for result: With pressure on costs, prices, and margins, marketers will have to
make effective utilization of every rupee spent in marketing.
MARKETING OPPORTUNITIES OF JK :
Despite economic uncertainties prevailing for quite sometime, there is renewed
optimized and forecast for the Indian economy in particular. It is clear that undamentals
of Indias growth story are intact though intermittent ups and downs will continue.
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Huge investment is underway in the automotive sector in the country for enhancing
capacities across various segments. It is believed that the present low vehicle
penetration offers potential opportunities and the factors such as life style aspirations,
focus on organised, retail, large investment for developing and improving road
infrastructure etc, will propel the demand of automobiles in the passenger car as well as
commercial vehicle segments.
India is also emerging as a hub of automobile manufacturing for catering to the export
markets. These factors will create huge demand for automobile tyres in the times to
come.
GOALS OF J.K AND THE ENVIRONMENT
At Apollo, we are committed to protecting and respecting the environment.
Leading vehicle manufacturers use our tyres as original equipment because they trust and
respect our quality, development techniques and innovation. However, this alone is not
enough. We must also meet the demands of the environment by adopting sustainable
practices and using our resources more efficiently. We practice the latest manufacturing
and management techniques and work only to the highest standards as outlined in
international standards.
In practice
Here are some of our activities:
Introduction of an Environmental Management System (EMS) as part of our

integrated quality, environment, health and safety management system.
Promotion of EMS to our customers, suppliers and contractors.
Environmental performance targets to meet our legal, operational and business
requirements.
Regular audits and reviews on our environmental performance
Environmental awareness training for all directors and senior management.
Appointment of environmental co-coordinators to ensure our EMS is
implemented and maintained in line with ISO 14001.
Continual re-alignment of our environmental policy and business objectives

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Methods of data collection

The key for useful systems is the selection of the method for collecting data and linking it
to analysis and decision issue of the action to be taken.
The accuracy of the collected data is of great importance for drawing correct and
valid conclusions from the detailed investigations.
There are two types of data primary and secondary.
1.
Primary data: - The primary data are those which are collected a fresh
and for the first time and thus happen to be original in character. There are several
methods of collecting primary data. I used observation and questionnaire methods
for collecting data and to enhance the quality of this research paper.
2.
Secondary data:-Secondary data are used means that are already available
i.e. they refer to the data which have already been collected and analyzed by
someone else and which have already been passed through the statistical process.
Secondary data may either be published data or unpublished data. I used internet
as the main source of secondary data.
COLLECTION OF DATA THROUGH OBSERVATION
We also use this method for the purpose of data collection. In this method we
have taken the sample of 100 vehicle models like INDICA, SENTRO, WAGONR,
TATA SUMO, TOYOTA, ZEN, SCORPIO, BMW, SWIFT, OCTAVIA, JAZZ, and
QUALIS etc (four Wheelers in Passenger Car Segment).
Through my personal observation I have observed the tyres used in the above
models and presented them graphically.
UTILITY: - From the collection of data we analyses the consumer behavior &
market share of various brand of J.K Tyres & take valuable information of tyre industry.
ANALYSIS OF CUSTOMER MEETING AND CAMPAIGN

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When we asked about the general rating that customers might give to J.K Tyres
has whole the feed back that they gave was as follows approx 23% customer said that J.K
Tyres is excellent and 56% customer said that J.K Tyres is very good, 21% customer said
that J.K Tyres is average and no body said that Apollo Tyres is below average.
.
When asked about where do most of the customers go for purchasing Apollo Tyres the
feed back that were received from customers are as follows around 75% customer said
that they purchase J.K Tyres from the exclusive dealer of J.K Tyres, 20% customer said
that they purchase from Muds (Multi brand dealers) so that they could make a
comparison of cost between J.K and other brands available and rest 5% customer said
that they purchase J.K Tyres from other tyres traders.
When asked about how easily customer get J.K Tyres the response was follows approx
82% customer said that they get J.K Tyres very easily whenever they require them from
the nearest dealer and 18% customers said that there is always a scarcity of the most
popular brands of J.K Tyres Ltd. .
% AGE OF SATISFIED AND DISSATISFIED USER OF J.K TYRES

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The 83% customers are fully satisfied with the J.K Tyres and just 17% customers are not
satisfied with the J.K Tyres. Customer said that the quality of J.K Tyre is very good.
Tyre is very costly but the performance of J.K Tyre is better than other tyres. They said
that the claim policy of J.K Tyre is very good. Several customers are very friendly and
the Co-operate in our work but few customers behaved very rudely. Customers are happy
with the campaign and they said that they gain a lot of knowledge from the campaign and
they said that campaign should be organized continuously in different area.
These things give me a good experience and obtain good knowledge about
customers attitude.
CONCLUSION
Automotive market in India seems to offer opportunity for growth, in India, and it
is hopeful of increasing market share in high performance tyre segment. The new
range of products also comes as an aggressive move towards the expansion plans
for India which has an earmarked apex of Rs.1430cr to increase JK trucks and bus
radial capacity by additional 8 lac tyres per annum and car radial capacity by
another 20 lac tyres per year at Chennai.
REFRENCES
1. Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M.K.
(2006). Consumer behaviour: A European perspective.
Essex: Pearson Education Limited.
2. Mooij, D. (2004) Consumer Behaviour and Culture: Consequences for Global
Marketing and Advertising, Thousand Oaks, CA: Sage Publications.
3. Schiffman, L. G and Kanuk, L. Leslie. (1994) Consumer behaviour, NJ: Prentice
Hall.
4. Solomon, M. R. (1996) Consumer Behaviors, Englewood Cliffs, NJ: Prentice
Hall.
5. Usunier, J. C. (2000) Marketing across cultures, London: Prentice Hall.
6. C a t o , M . ( 2 0 1 0 ) . G o l o g o ! A h a n d b o o k t o t h e a r t o f g l o b a l
branding: 12 keys to creating successful global bran ds.
Beverl y, MA: Rockport.

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7 . , Kotler P. (1997) Marketing management: analysis, planning, implementation,

and control, London: Prentice Hall.
8 . Laura, Milner, Fodness Dale and Speece, Mark W. (1993) Hofstedes research
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Marketing and Advertising, Thousand Oaks, CA: Sage Publications.
10. Palmer, A. (2000) Principle of Marketing, Oxford: Oxford University press.
Outline source:
www.jktyre.com

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Volume 5 Issue 3 [Year 2014]

Online ISSN 2250 - 1959