adarsha project.doc

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INTRODUCTION

Now a days the markets are flooded with products and services from

a large number of companies. The buyers have become choose, while

buying the opinions of their friends, the act of reminding to take action

from their kinds of showing greater affection towards their wives, besides,

they are glittering advertisement in glossy magazines, view enchanting

beautiful modes using the products on the T.V. screen and once inside the

shop are advised by the well-meaning dealers and distributors these days,

marketing has become a specialized activity, which keeps the buyer or

consumer in the center while design a product will the physical products as

such are not important these days, but it is their capacity to satisfy the

buyers needs and wants like his need to health, entertainment,

transportation, speed, convenience etc therefore starts much before actual

selling of the products by doing the analysis of the need and want to buyers

and continue even after the selling of the product again by seeing whether

the product offered gives complete satisfaction to the buyers or not.

In order to understand the needs of buyers and his behaviour, we

have a tool known as marketing survey. It generates information for the

decision markers to design a suitable product for future development, to

promote it effectively and to distribute to the buyers. It helps the decision

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the buyers. It helps the decision markers to understand, to explain the

describe and to evaluate the making program. To manage with the

competition manufactures are introducing several new models, particularly

in the four wheelers vehicle market. Especially middle class group people

become the market of four wheeler of manufacturers.

MARKET:

The concept of exchange and relationship lead to the concept of a

market. A market is the set of actual and potential buyers of a product. The

buyers share a particular need or want that can be satisfied through

exchange relationship.

Marketing means managing markets to bring about profitable

customer relationships. In this process sellers must search for buyers, first

they have to create a need satisfying marketing offer (Product). It decides

how much it will charge for the offer (price) and how it will make the offer

available for the target customers (place). Finally, it must communicate

with target customers about the offer and pursued them of its merits

(promotion).

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MARKETING:

Marketing is the business function that identified customer needs

and wants. Creating customer value and satisfaction and the heart of

modern marketing thinking and practice. Marketing is the delivery of

customer satisfaction at a profit.

Many people think of marketing only as selling and advertising but

selling and advertising are only tips of marketing. Marketing means

managing markets to bring about exchanges and relationships for the

purpose of creating value and satisfying needs and wants.

Today, marketing must be understood not in the old sense of

marketing a sale telling and selling but in the new sense of satisfying

customer needs. If the marketer does a good value; and prices; distributes

and promotes them effectively, these products will sell very easily. Thus,

selling and advertising are only part of marketing mix a set of

marketing tools work together to satisfy customer needs and build customer

relationship.

Broadly defined, marketing is a social and managerial process by

which individuals and groups obtain what they need and want through

creating and exchanging value with others. In a narrow business context;

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marketing involves building profitable value exchange relationships with

customers. Hence, we define marketing as process by which companies

create value for customers and build strong relationship in order to capture

value from customers in return.

POST PURCHASE BEHAVIOUR OF THE CONSUMER:

After purchasing a product the customer will experience some level

of satisfaction or dissatisfaction. The markets job does not end when the

product is bought. Marketing must monitor post purchase satisfaction, post

purchase actions and post purchase product users.

POST PURCHASE SATISFACTION:

The buyers satisfaction is a function of the closeness between

buyers and the products perceived performance. If performance falls short

of expectations, the customer is dissatisfied, if it meets the expectations, the

customers is delighted. These feelings make a difference in weather the

customer buys the product again and talks favorably or unfavorably about it

to others.

Consumers from expectations on the basis of messages received

from sellers, friends and other information sources. If the performance is

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not up to the expectation the customer is greatly dissatisfied. Here the

consumers copying style comes into play. Some consumers magnify the

gap when the product is not perfect, and they are highly dissatisfied; others

minimize the gap and are less dissatisfied.

The importance of post purchase satisfaction suggests that product

claims must truthfully represents the products likely performance. Some

sellers might even understate performance levels so that consumers

experience higher than expected satisfaction with the product.

POST PURCHASE ACTIONS:

Satisfaction or dissatisfaction with the product will influence a

consumers sussequent behavior. If the consumer is satisfied, he or she will

exhibit a higher probability of purchasing the product again. One survey

showed that 75% of Toyota buyers were highly satisfied, and about 75%

intended to buy a Toyota buyers again; the satisfied customer will also tend

to say our best advertisement is a satisfied customer.

Dissatisfied customers may abandon or return the product. These

may seek information that confirms its high value. They may make public

actions by complaining to the company, going to a lower, or complaining to

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the other groups (such as business, private or government agencies). Private

action include making a decision to stop buying the product or warning

friends. In all these cases, the sellers has done a poor job or satisfying the

customers.

IMPORTANCE OF POST PURCHASE BEHAVIOUR:

Post purchase behavior of consumer is of much importance, because,

if at all these consumers are not satisfied with the post purchase service

provided by the showroom, it can not retain the existing customers and

ultimately adds to the expenses of the showroom.

COGNITIVE DISSONANCE:

The discomfort or dissonance that consumers experience as a result

of conflicting information can be explained with cognitive dissonance

theory.

According to cognitive dissonance theory, discomfort or dissonance

occurs when a consumer hold conflicting thoughts about a belief or an

attitude object. For instance, when consumers have made a commitment,

made a down payment or placed an order for a product, particulars an

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expensive one such as automobile or a personal computer, they often begin

to feel cognitive dissonance when they think of the unique, positive

question of the brands not selected. When cognitive dissonance occurs

often require some amount of compromise, post purchase dissonance is

quite normal.

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NEED FOR THE STUDY:

The need of the study is to find out the customer perceptions and

satisfaction practices at the TVS Motors. It is also to find customer

suggestion to know whether the customer is satisfied with product and

service of the company.

The study is aimed at measuring the satisfaction and perception of

the customer with TVS Motors which is very important for the product to

service in the market. The survey result may help the company to

understand the customers view towards their product.

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SCOPE OF THE STUDY :

The scope of the study is limited to collecting the data from the

respondents by questionnaire. The questionnaire reference to the objective

stated and analysis of the data with a view to suggest favorable solution to

the various problems related to the satisfaction of the customer. This project

is a survey on Customer perception and satisfaction provides information

with regard to the satisfaction level of customer of the company, what are

they expecting from the company and how to maintain the relationship with

the customer.

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OBJECTIVES

To examine the principle factors influencing the channels

distribution in purchasing TVS motor vehicles.

To determine the level of dealer after purchasing the TVS motor

vehicles.

To know the persons feelings towards the products.

To compare the product features and strengthen of TVS motor

vehicles with other products.

Identifying the problem of dealers

Estimating the value of the information from the dealer.

To draw the conclusion and after suggestions where ever it is found

appropriate.

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METHODOLOGY OF THE STUDY

Research Methodology : Survey Method

Research Methodology : Questionnaire

Contact Method : Personnel Interview

The questionnaire was the main tool used for securing the responses

the respondent regards the companys product.

The respondents are were contacted personally interviewed them and

collected their views, opinions and suggestions given by them.

DATA COLLECTION :

The data collection is two types. They are

1. Primary data

2. Secondary data

The primary data is collected through the data collection instrument,

questionnaire by adopting a data collection method of personnel

interviewing survey method. Completed questionnaire are revised on

regular basis as research study progressed to ensure that the record response

or chosen, complete and legible.

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Secondary data, secondary information is any data originally

generated for some purpose other than the present research objectives. It

includes findings based on research done outside as well as data generated

in house for earlier studies on ever channels of distribution collected by the

firms sales department. Data collected from the newspaper, broachers and

internet websites.

PRIMARY DATA:

Primary data is collected from 60 customers in Karimnagar town.

For this purpose structured questionnaire is administered to them to collect

the different information to analysis the channel of distribution of TVS

vehicles in Karimnagar town.

SECONDARY DATA:

Secondary data has been collected from annual reports of showroom

and from business journal magazines. The report is prepared to five years in

order to analysis customer perception on TVS vehicles in Karimnagar town.

Further the simple statistical tables have been used, simple percentage has

been calculated where necessary and interpretation has been done.

LIMITATION:

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Every project may have its own limitation. They are

The study of customer perception on TVS vehicles is restricted to

Karimnagar town.

The data was collected from 60 respondents through structured

questionnaire, the response may not be correct. Due to restricted

respondents.

Company views are not taken into consideration. The analysis may

not be correct to the other areas. The results are not approximate.

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INDUSTRY PROFILE

HISTROY OF TWO WHEELERS:

The Britannia encyclopedia describes a motorcycle as a bicycle or

tricycle propelled by an internal-combustion engine (or, less often by an

electric engine). The automobile was the reply to the 19 th century dream of

self-propelling the horse-drawn carriage. Similarly, the invention of the

motorcycle create the self-propelled bicycle. The first commercial design

was three-wheeler built by Edward butler in great Britain in 1884. this

employed a horizontal single-cylinder gasoline engine mounted between

two steer able front wheels and connected by a driver chain to the real

wheel.

The 1990s saw the conversion of many bicycles or pedal cycles by

adding small centrally mounted spark ignition engines. There was felt the

need for reliable constructions. This lead to road trial tests and competition

between manufacturers. There may be new ideas from only two-stroke-

cycle design to supercharged multivalent engines mounted on aerodynamic

carbon fiber reinforced body work.

The first successful two-wheeler through was the Hildebrand and

wolf Mueller, patented in Munich in 1894, in 1895, the French firm of

Dedion-buttion built and engine that was to make the mass production and

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common use of motorcycle possible. The first motorcycle with electric start

and fully dodern electrical system, the Hendee special form the Indian

motorcycle company astounded the industry in 1931. Before world war I,

IMC was largest motorcycle manufacture in the world producing over

20,000 bikes per year.

INVENTION OF TWO WHEELERS:

The invention of the two-wheeler is a much-debated issue. Who

invented the first motorcycle? May seem like a simple question, but the

answer is quite complicated. Two-wheelers owe their decent to the safety

bicycle, that is the bicycle with front and rear wheels of the size with a

pedal crank mechanism to drive the rear wheel. Those bicycles in turn

descended from two-wheel cycles.

The high-wheelers descended from an early type of without pedals,

propelled by the riders feet pushing against the ground. These appeared

around in 1800, used iron-handed wagon wheels and were and were called

bone-crushers, both for their jarring ride, and their tendency to toss their

riders. Gottlieb Daimler (who latter teamed up with Karl Benz from

Daimler-Benz corporation) is credited with on each side. It was constructed

mostly of wood the wheels were of the iron-handed wooden spooked

wagon-type and it definitely had a bone-crusher chassis.

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FURTHER DEVELOPMENTS:

Most of the developments during the early phase concentrated on

three and four-wheeled designs since it was complex enough to get the

machines running without having to worry about them failing over. The

next notable two-wheeler was the millet of 1892.

INCREASING POPULARITY :

The popularity of the vehicles grew especially after 1910. in 1916

the Indian motorcycles company introduced II racer placed it on sales.

During world war I all branches of the armed forces in Europe used

motorcycle principally for dispatching. After the war, it enjoyed a sport

vogue until the great depression began in 1929. After the world war II, a

revival of interest in motorcycles lasted into the late 20 th century. With the

vehicle being used for high-speed touring and sport competitions. The more

sophisticated motor scooter originated in Italy soon after world war II led

by the manufacture of a 125cc model. Since then an increasing number of

powerful bikes blazed the roads.

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HISTORICAL INDUSTRY DEVELOPMENT :

India is the second largest manufacture and producer of two-wheeler

in the world. It stands next only to Japan and Chine in terms of the number

of vehicles produced and domestic sales respectively. This destination was

achived due to variety of reasons like restrictive policy followed by the

government of India towards the passenger car industry, rising demand for

personal transport, inefficiency in the public transportation system etc. The

Indian two-wheeler industry made a small beginning in the early 50s when

automobile product of India (API) started manufacturing scooters in the

country. Until 1958 API and Enfield were the sale producers.

The two-wheelers market was opened to foreign competition in the

mid 1980s. and the market leaders-Escorts and Enfiled-were caught

unaware by onslaught of the 100cc bikes of the Indo-Japanese joint

ventures. With the availability of the fuel-efficient low power bike, demand

swelled resulting in TVS and Honda are the only producer of four stoke

bikes (100cc category) gaining a top slot.

The first Japanese motorcycles were introduced in the early eighties.

TVS Suzuki and Hero Honda brought the first two-stroke and four-stroke

engine motorcycle respectively. These two-players initially started with

assembly of CKD kits, and later on indigenous manufacturing.

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The two-wheelers market has had perceptible shift from a buyers

market to seller market with a variety of choices, players will have to

compete on various fronts VIZ., pricing, technology, product design,

productivity after services, marketing and distribution. In the short term,

market shares of individual manufacturers are going to be sensitive to

capacity, product acceptance, and competitive pressures from other

manufacturers.

As incomes grow and people feel the need to own a private means of

transport, sales of two-wheelers will rise. Penetration is expected to

increase approximately to more than 30% by the 2009. The motorcycle

segment will continue to lead the demand for two-wheelers in the coming

years. Motorcycle sale is expected in increased by 12% as compared to

10% growth in the scooter market and 15% by moped sales respectively for

the next two years.

The Asian continent is the largest user of two-wheelers in the world.

This is due to poor road infrastructure and low per capita income.

Restrictive policy on car industry. The technology for two-wheelers is not

as well developed as for car industry. This is due to oligopoly between top

five players in the segment, compared to thirty manufacturers in the car

industry.

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COMPANY PROFILE

PROFILE OF ADARSHA MOTORS :

Adarsha motor is dealership type of business. Adarsha motor is

established in the month of November, 1999 by Boorgner Satyanarayan

Goud and managed by him only. The business is running by only one man.,

the firm is located towards Hyderabad road and is in the centre of the

Karimnagar town.

The investment in the business was Rs. 1 Crore. Generally the sales

will be either on the cash basis or on installment basis.

The Adarsha motors earning profits from the last five years. They

are giving the ads through newspapers, wall paintings, hoardings, field

staff, Adarsha networks.

They are upgrading sales by introducing the schemes like group

bookings, institutional sales, customer door-door activities etc. averagely

they are doing services for 30-60 vehicles.

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The no. of workers is around of 60-70 members, 40 members are

categorized for technicians, 10 members are allotted for field staff, 5

members are recruited for sales person, three persons are placed for

evaluating the spare parts, three members are allotted for maintaining

accounts and one person for cash transactions and other members are

allotting for remaining works.

Averagely they are selling 12 vehicles per a day. Adarsha motors in

Andhra Pradesh No.1 dealership in sales and other activities. It is a QLQD

(Quality Leader through Quality Dealer).

Statement is showing the turnover and sales of Adarsha motors from

(2000-2006).

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BRANCHES

NORTH SOUTH EAST WEST

New Delhi Banglore Calcutta Mumbai

Chandigarh Hyderabad Patna Ahmadabad

Jaipur

CENTRAL ZONE

Kanapur

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DISTRIBUTION CHANNEL

INDUSTRY

ZONAL OFFICE

SHOW ROOM

CUSTOMER

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SAMPLING PLAN :

The marketing research much decides the sampling plan. This plan

calls for the decision, sampling unit, sampling size, sampling procedure.

SAMPLING UNIT :

The sampling unit for the study consisted of respondents from all

wakes of life either sex, different age group, different income group etc.

SAMPLING PROCEDURE :

The method of sampling procedures use by the research random

sampling. No doubt they are many alternative goods and there is a choice to

record preference of respondents.

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HISTORY OF TWO WHEELERS :

Motorcycles have made debut around the 1950s; this section looks

at the two wheelers which have over the years caught the imagination of

our country. It was in the year 1954 that the Indian government ordered for

a total number of 800 motorcycles to man the Pakistani borders. In came

the bullets which were initially launched in England as a 350cc bike later it

was upgrated to 500cc. these bikes have remained unaltered, barring some

cosmetic changes which have undergone over the years. Thus one can say

without much of a doubt that the 1955 bullet was one of the initial hits of

the Indian two-wheeler industry and till today it continues to be a darling of

the motorcycle enthusiasts.

Enfield Bullet had a close competition with another sturdy bike

named Rajdoot, as the bike was strong enough to handle the rough Indian

roads. The company had roped in Indian He-man Dharmendra for the

promotion of the bike. With more than 1.6 million vehicles on the road the

Rajdoot motorcycle was one of the initial hits of the earlier years of two-

wheelers history in the country.

When heavy motorcycle was the order of the day, a relatively lighter

bike had caught on the imagination of the Indian two wheeler user. Ind-

Suzuki bike launched by the then TVS Suzuki group was an instant hit;

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however the bike could not sustain its initial success due to the high import

content in the vehicle and less of localization.

In scooters Bajaj Chetak has been hugely responsible for adding

momentum to the transport system of the country, till today it remains one

of the most successful brands to have come out of the Bajaj stable. The

scooter is named after the horse of legendary Rana Pratap Singh. These sets

of two wheels have become a part of the Indian milieu and are often

considered a representative of the Indian middle class aspiration. Very few

two-wheelers have been able to emulate the success, which Bajaj Chetak

has achieved over the years.

Similarly LML Motors enjoyed a reasonable success with the launch

of LML select which came with new age technology and improved

performance.

Today newer models of two-wheeler are entering the market

everyday, slowly pushing these names down the memory lane. However

name like Chetak, Rajdoot and Bullet will always find a mention in the

history of two-wheelers in the country.

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AUTOMOBILE INDUSTRY IN INDIA :

TWO WHEELERS

Talking of the two wheelers industry the name that effortlessly come

to us is Bajaj Auto, Hero Honda, TVS Motor, Yamaha Motor, Kinetic and

others. The two wheelers has played an important role in giving a push to

the automobile industry in India. In fact, the production, sales and export of

the two wheelers is a fair indication of the opinion importance that it enjoys

in this countries manufacturing economy. An overview of the two wheelers

industry made this while, the economic growth need for better conveyance

and gradual improvement in road infrastructure coupled with better credit

and financing option have acted as a major catalyst in encouraging the

growth and development of the two wheeler segment in India. Further the

new improved feature on the two wheelers, their stylish and trendy look

caught the interest of the countrys youth who form a substantial influence

in determining the consumer behavior have ensured that the two wheelers

remain on top of the automobile industry agenda in India.

Some of the features that deserve attention in the Indian two wheeler

segment are as mentioned.

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1. The total sale of two wheelers in India has touched a figure of 7.86

million units by March 2007. up 11.42% from the previous fiscal

figure of 7.05 million production during the period reached 8.63

millions.

2. The production of two wheelers is India has reached a staggering

17.85 million units by 2009-10.

3. The two-wheelers production capacity has reached 22.81 million

units in 2011-12 compared with 10.78 million in 2006-07.

4. India has 1.39 million two-wheelers in 2009-10 compared with

5,90,000 in 2006-07.

5. Total investment for few capacity in two wheeler segment is likely

to be more than 2.2 billion.

6. Hero Honda, Bajaj auto & TVS motors remain the leading player in

terms of sales of population of their two-wheelers.

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STATEMENT IS SHOWING THE TURNOVER AND SALES OF

ADARSHA

S. No. YEAR TURNOVE

R Rs.

(Lakhs)

GROWTH

RATE IN %

No. OF

VEHICLES

1 2002-03 1,200 42% 1,500

2 2003-04 1,210 25% 1,970

3 2004-05 2,400 60% 3,200

4 2005-06 2,600 65% 3,500

5 2006-07 2,750 70% 3,6006 2007-08 2,800 72% 3,800

7 2008-09 2,900 75% 4,100

8 2009-10 3,000 78% 4,400

As per the above table it is clear that the growth rate is recorded

followed by 42% during the 2002-03, followed by 25%, which is decreased

during the 2003-2004, and in the year 2004-2005 there is a growth of 60%,

and in remaining years there is a continuous raise in the turnover for

following years. 2007-2008 growth rate is increased to the 72%, 2008-2009

growth rate is increased to the 75%, at present the growth rate is increased

to the 78%.

CHAPTER III

THEORETICAL FRAME WORK

Marketing :

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Marketing, in its fullest sense the market concept is philosophy of

business which states that the customer want satisfaction is the economic

and social justification of a companys existence. Consequently all

companys activities in production engineering and finance as well as in

marketing must be devoted to first determining what the customers want

are and then satisfying the wants still making a reasonable profit.

. William J. Stanton

Concept Marketing :

All the efforts put in the varied and complex process of production

are undertaken to serve one ultimate purpose. That is satisfaction of human

wants unless this ultimate objective of all economic activities is achieved

production will remain meaningless to the community. This objective is

achieved by brining good from the manufacturers or producers to the

consumer and users.

Core Marketing Concept :

The marketing concept rests on four pillars :

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1. Target Market: Markets chosen by companies to perform these

marketing programs.

2. Customer Needs: Requirements of customer i.e. what customer

expect from companys product.

3. Integrated Marketing: Serving customer by integration of all

departments of the organization all marketing operation should be

organically integrated to achieve organizational objective & goods

through customer satisfaction.

4. Profitability: Profit through satisfaction of customer better than its

competitors.

MASLOWS NEED HIERARCHY :

The behaviour of an individual at a particular moment is usually

determined by his strongest need, psychologists claim that need have a

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certain priority. As the more basic needs are satisfied, an individual seeks to

satisfy his highest needs. A.H. Maslow a famous social scientist has given a

frame work that helps to explain the strength to certain needs. According to

him these seems to be a hierarchy into which human needs are arranged as

shown:

1. Physiological Needs:

The physiological needs are at the top of hierarchy because they tend

to have the highest strength until they are reasonably satisfied until these

needs are satisfied to the degree needed for the efficient operation of the

body.

The majority of persons activities will probably be at this level. It

will provide him with little motivation. A famous saying man can live on

bread alone if there is no bread suggests that human beings first try to

acquire necessities for their survival.

2. Safety Needs:

Once the physiological needs are satisfied to a reasonable level it is

not necessary that they are fully satisfied and degree of reasonable is

subjective. Other levels of needs become important, in this hierarchy next

comes the need for being free of physical danger or self-preservation in the

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industrial society. Safety needs may take considerable importance in the

context of the dependence relationship of employer to employees.

3. Social Needs:

After the first two needs are satisfied, social needs become important

in the need hierarchy, since man is social being he has a need to belong and

to be accepted by various group. When social needs become dominant a

person will strive for meaning full relation with other if the opportunity for

association with other people is reduced. Men often take vigorous action

against the obstacles to social in her course.

In the organization workers team is informal group environment.

Such environment will develop where the work is routine, tedious or over

simplified. This situation is made worse when workers are closely

supervised and controlled but have no clear channels of communication

with management. In this type of environment worker depend on informal

groups for support of unfulfilled social needs.

4. Esteem Needs :

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The esteem needs are concerned with self-respect, self-confidence, a

feeling of personal worth feeling of being unique and recognition,

satisfaction of these needs produces feeling of self-confidence prestige,

power and control. The satisfaction of esteem needs is not always obtained

through mature or adoptive behaviour. It is some time generated by

disruptive and irresponsible action. Some of the social problems have their

roots in the frustration of the esteem needs.

5. Self-Actualization Needs:

Self-Actualization is the need to maximize ones potential what ever

it may be. This is related with the development of intrinsic capabilities

which lead people to seek situation that can utilize their potential. This

include competence which implies control over environment needs will be

rescue unless can find fulfillment in doing what he is fit to do as Maslow

has put it this need might be phrased as the desire to become more and

more what one is to become every thing that one is capable of becoming.

Maslow suggests that the various levels are interdependent and

overlapping. Each higher level need emerging before the lower-level need

has been completely satisfied. Since one need does not disappear when

another emerges all needs tend to be partially satisfied in each are when the

peak of needs is passed that need ceases to be the primary motivator. The

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next level need then begins to dominate even though a need is satisfied it

still influence behaviour because of interdependent and over lapping

characteristic of needs.

CHANNELS OF DISTRIBUTION

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The world channel has its origin in the French world canal. The

term channel of distribution thus connotes a path way taken by goods as

they flow from the point of production to the point of ultimate

consumption. A channel of distribution may be defined as a moves from a

producer to ultimate consumers Cundiff, E.W. and still, According to

American marketing association. A channel of distribution is the structure

of intra company organization units and extra company agents and dealers,

wholesale and retail, through which a commodity, product or service is

marked. In simple words, a channel of distribution consists of specialized

marketing institutions that relate to each other as buyers and sellers. It is a

pipeline for goods from manufacturers to consumers.

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CHART SHOWING TYPES OF WHOLESALERS

On the basis of On the basis of On the basis of On the basis of

are covered Method of Operations Goods they deal in Product line

Local Wholesalers Full Function General Merchandise

Wholesalers

State Wholesalers Limited function General line wholesalers

Wholesalers

Merchant wholesalers Specialty wholesalers

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The distribution of consumer goods may be through the following

channels.

Producer Consumer, where goods are directly sold by the producer

to the consumers and no middleman is involved.

Producer Retailer Consumer, where goods are sold though

retailers.

Producer Wholesaler Retailer Consumer, where goods are sold

through wholesaler.

Producer Agent Retailer Ultimate consumer

Producer Agent Retailer Consumer, where agent is an

important link between the producer and the consumer.

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THE CHANNELS ARE DEPICTED BELOW :

Factor Affecting The Choice of Distribution Channels

There are a number of factors that influence the choice of

distribution channels. The important ones are as follows:

1. Nature of market

2. Number of customers

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Manufacturer or Producer

Consumer

Retailer

Retailer Retailer Retailer Retailer

Agent Agent

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3. Buying habits of customers

4. Geographic concentration of customers

5. Nature of goods

6. Number of items in the product line

7. Desire of control of channel

8. Availability of middlemen

9. Cost of channel

10.Sales volume potential

WHOLESALERS:

The word wholesaler has been derived from the word wholesale

which means to sell goods in the words of S.E. Thomas is a trader who

purchases goods in large quantities from manufacturers and resells to

retailers in small quantities. The term wholesaler applies only to a

merchant middleman engaged in selling the goods in bulk quantities.

Wholesaling includes al marking transactions in which purchases are

intended for resale or are used in marketing other products. Thus we can

say that a wholesaler is a person who buys goods from the producer in bulk

quantities and forwards them in small quantities to retailer. So, a true

wholesaler, as S.E. Thomas observes. is himself neither a manufacture nor

a retailer, but acts as a link between the two. He is a vital link in the

channel of distribution.

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TYPES OF MIDDLEMEN

Functional Merchant

Middlemen Middlemen

Mercantile Facilitating Wholesaler Retailer

Agents Agents

Brokers Banking On the basis of Area served Itinerant Fixed

Factors Transport On the basis of commodities

Commission agents Insurance they deal in Hawkers

Auctioneers Warehousing On the basis of method of operation Peddlers

Clearing agents Trade On the basis of their line product Chap JacksUnderwriters Market Traders

Forwarding agents Street Traders

Del cruder agents

Small Scale Large Scale

Second hand goods dealers Fixed price shop

Street stall holders Multiple storesGeneral shops Departmental stores

Specially shops Chain-operative stores

Unit stores Co-operative stores

Hire-Purchase shops

Mail order houses

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Supermarkets

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Characteristics of Wholesaler:

1. He buys in bulk quantities from producers and resells them to

retailers.

2. He usually deals in a few types of products.

3. He is vital link between the producer and the retailer.

4. He operates in a specific area determined by producers.

5. He does not display his goods but keeps them in god owns. Only

samples are shown to intending buyers.

RETAILERS:

Meaning and Definition :

The word retailer has been derived from the French word retailer

which means to cut again. Obviously then, retailing means to cut off small

portion from large lumps of goods. A retailer is the last middleman in the

chain of distribution of goods to consumers. He is a link between the

wholesalers and the consumers. The American marketing association

defines retailing as the activities involved in selling directly to the ultimate

consumers for personal and non-business use. It embraces direct-to-

customer sales activities of the producer, whether through his own stores or

by house-to-house canvassing or by mail-order business.

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The retailer is an intermediary in the marketing channels and is a

specialist who maintains contact with the consumer and the producer and is

an important connecting link in the mechanism of marketing.

Characteristic of retailers

1. A retailer is the link between a wholesaler and the ultimate consumer

and he is the last intermediary is distribution.

2. A retailer buys goods from wholesaler in bulk and resells them to

consumers in small quantities.

3. A retailer maintains a personal contact with his customers.

4. A retailers make sufficient shop display of his wares to attract

customers.

5. Retailers perform all the marketing functions which a wholesaler

performs and in addition emphasizes on advertisement.

6. Retailers deal in a variety of merchandise and are often knows as

general merchants.

7. Usually retailers are classified into two major groups VIZ. small

scale retailers and large scale retailers.

8. Retailers aim at providing maximum satisfaction to their customers

in a limited area.

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DATA ANALYSIS

TABLE 4.1

1. Distribution of consumer goods may be through to channels?

CATEGORY No. Of RESPONDENTS

PERCENTAGE OFTHE RESPONDENTS

Producer Consumer 2 4%

Producer Retailer

Consumer

20 33%

Producer Wholesaler

Retailer Consumer

35 59%

Producer Agent

Retailer Consumer

3 4%

Total 60 100%

0

10

20

30

40

50

60

Producer

Consumer

Producer-

Retailer-

Consumer

Producer-

Wholesaler -

Retailer

Producer-

Agent - Retailer

- Consumer

Interpretation:

The graph shows that distribution of consumer goods may be

through to channels producer wholesaler retailer consumer

respondents said that [59%], second place occupied the producer retailer

consumer respondents of the [33%], other categories are equal

percentage.

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TABLE 4.2

2. Which trolleys are choose for the transportation ?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Lorry 20 33%

DCM 10 17%

Mini Trally 22 37%

All the above 08 13%

Total 60 100%

0

5

10

15

20

25

30

35

40

Lorry DCM Mini Trally All the Above

Interpretation:

The above shows that the [37%] of he dealers are used for

transportation has mini trally, [33%] of the dealer are used for tansport has

lorry, [17%] of the dealer are used for transport had DCM, [13%] dealers

are used for transport has all the above.

TABLE 4.3

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3. How much large quantity of vehicles are taken the dealers? No. of

vehicles purchased the dealer.

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS1000 bikes 08 14%

2000 bikes 14 22%

3000 bikes 26 44%

4000 bikes 12 20%

Total 60 100%

0

5

10

15

20

25

30

35

40

45

1000 Bikes 2000 Bikes 3000 Bikes 4000 Bikes

Interpretation:

The above shows that the [44%] of the customers vehicles purchased

at dealer level, [22%] of the dealer of purchased bikes based on elegant

bikes, [20%] the dealer are purchased the vehicles based on the company,

[14%] of dealer purchased the vehicles based on the maintenance of the

bikes.

TABLE 4.4

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4. What is the dealer reaction about your manufacture department? Dealer

reaction about your manufacture dept.

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTSExcellent 10 17%

Good 20 33%

Average 26 43%

Bad 04 7%

Total 60 100%

0

5

10

15

20

25

30

35

40

45

Excellent Good Average Bad

Interpretation:

The above table shows that the [33%] of customers reaction based

on excellent performance, [27%] of the purchased the vehicles based good

performance, [17%] of the customers purchased the vehicles based on the

average performance, remain the [7%] of the customers reaction about the

product has negative.

TABLE 4.5

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5. How much capacity of T.V.S. motor dealers will choose?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS200 CC 03 5%

180 CC 11 18.3%

150 CC 29 48.3%

120 CC 17 28.3%

Total 60 100%

0

5

10

15

20

25

30

35

40

45

50

200 CC 180 CC 150 CC 120 CC

Interpretation:

The above table shows that the [48.3%] of the customers has choose

the 150 CC bikes, [28.3%] of customers has choose the 120 CC bikes,

[18.3%] of customers has choose the 180 CC bikes, [5%] of customers has

choose the 200 CC bikes.

TABLE 4.6

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6. Any particular variety of motor bikes in demand which is not available in

the local market?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Yes 59 98%

No 01 2%

Total 60 100%

0

10

20

30

40

50

60

70

80

90

100

Yes No

Interpretation:

The above table shows that the [98%] of the customers has any

particular verities of products are available in local market, [2%] of the

customers not satisfaction about the local market.

TABLE 4.7

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7. Is the product available easily or you have to wait for supply?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Yes 50 84%

No 10 16%

Total 60 100%

0

10

20

30

40

50

60

70

80

90

Yes No

Interpretation:

The above table shows that the [84%] of the customers are products

availability easily not wait for supply, [16%] of the customers are products

are not available at the time.

TABLE 4.8

8. How is relationship between wholesaler and retailer?

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CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Excellent 30 50%

Good 10 16%

Average 15 25%Bad 05 9%

Total 60 100%

0

5

10

15

20

25

30

35

40

45

50


Interpretation:

The above table shows that opinions [50%] of customers has

excellent maintain relation with the customers, [25%] of the customers has

good maintain, [16%] of the customers has average about maintain, [9%] of

the customers has bad about maintain relation.

TABLE 4.9

9. Is there any time damaged product in the lot, if so do you get any

compensation?

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CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Yes 40 65%

No 20 35%

Total 60 100%

0

10

20

30

40

50

60

70

Yes No

Interpretation:

The above table shows that the [65%] of the customers has damaged

at lot pay the compensation, [35%] of the customers has not pay the

compensation.

TABLE 4.10

10. Producer department installment facilities give to the wholesaler or not?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Yes 55 92%

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No 5 8%

Total 60 100%

0

10

20

30

40

50

60

70

80

90

100

Yes No

Interpretation:

The above table shows that the [92%] of the customers not other

company products purchased, [8%] of the customers are purchased othercompany products.

TABLE 4.11

11. Do you credit facilities from producer department?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Yes 58 97%

No 2 3%

Total 60 100%

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0

10

20

30

40

50

60

70

80

90

100

Yes No

Interpretation:

The above table shows that [97%] of the company of producer

department has credit facilities, [3%] of the company of producer

department has not credit facilities.

TABLE 4.12

12. What is the opinion about the Transportation services?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTSExcellent 28 47%

Good 10 16%

Average 20 34%

Bad 02 03%

Total 60 100%

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0

5

10

15

20

25

30

35

40

45

50


Interpretation:

The above table shows that [47%] of the customers has excellent

transport-service, [33%] of the customers has good transport performance,

[17%] of the customers has average transport performance, [3%] of the bad

impression about transport services.

TABLE 4.13

13. Product is directly comes to the zonal office or showroom?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Yes 54 90%

No 06 10%

Total 60 100%

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0

10

20

30

40

50

60

70

80

90

Yes No

Interpretation:

It was found that products is directly comes to the zonal office or

showroom. Respondents of the people Yes said that [90%], respondents

of the people No said that [10%].

TABLE 4.14

14. What is the improvement do dealers like suggest to manufactures?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Engine 10 17%

Wheels 14 23%

Mileage 19 32%

Pick-up 17 28%

Total 60 100%

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0

5

10

15

20

25

30

35

Engine Wheels Mileage Pick-up

Interpretation:

The above table shows that [32%] of the customers suggest about the

mileage of bikes, [28%] of the customers suggest about the pick-up of the

bikes, [23%] of the customers suggest that wheels of the bikes, [17%] of

the customers suggest about engine of bikes.

TABLE 4.15

15. Producer department insurance give to the wholesaler or not?

CATEGORY No. Of

RESPONDENTS

PERCENTAGE OF

THE RESPONDENTS

Yes 50 83%

No 10 17%Total 60 100%

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0

10

20

30

40

50

60

70

80

90

Yes No

Interpretation:

The producer department provider insurance to the wholesaler,

[83%] respondents said that Yes, [17%] respondents said that No.

CONCLUSIONS

TVS is uproar in consuming with other motorbikes in the features of

moderate price, low maintenance, after sales services and

availability of desired colors. But inferior than other in the factors of

mileage. Other products are mostly competing with the TVS

products.

Customers form their expectations from past buying experience,

friends and associates advice markets and competitions information

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and promises of market raise expectations too high, the buyer likely

to be disappointed.

Eg: The company expects mileage around 65-75 km/liter but the

vehicle failed to give that. It is giving only 55-65 km/liter

The company should pay attention on fuel consumption and

deliver performance to match company need to monitor their

competitor performance in these areas.

It is observed that most of the customers are giving preference to

mileage and they are facing the problem with kick rod.

It is observed that few of the customers facing problem with the

fiber.

It is observed that few of the customers think that the tank shape of

TVS STARCITY should be change.

It is observed that most of the customers want to change in the TVS

MAX 100R as 4-STROKE instead of 2-STROKE.

It is observed that most of the customers want TVS victor with high

pickup and also change the kick rod for getting smooth start.

Regular the brand loyalty of customers it found the most of the

respondents opted to by TVS motor vehicle in the further if in

follows the above conditions.

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Overall it is observed that may of the customers are satisfied with

the company.

FINDINGS & SUGGESTIONS

Company should innovate new models. People always seek

better products, better convenience, new fashion and more value of

money.

The models should be designed to attract the ages and give

more information to the customers about the product and its uses and to

encourage them to buy it.

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Awareness level of TVS product is more comparative with

other motorbikes. But 20% of remaining customers are much aware

about other products.

Company still got to capture major market. It is expedient that

more attention should be paid to the rural areas so that the maximum

number of wants of customers is fulfilled.

Company should put more efforts in building brand

awareness of TVS in the minds of customers, qualities of products and a

comparison with house of competitors product in the market.

Company should provide greater customer value and

satisfaction then its competitions. Company should gain strategic

advantages by positioning their offering in the minds of customers.

Different strategies should be adopted to overcome the threats from

competitors and retain the customers. Company should concentrate

more in brining satisfaction level of the customers to the excellent of

very satisfied state.

TVS products should be made with factors of reliability and

less maintenance. Dealer should give more attention towards parents,

advertisements, friends rather than in neighbors and other source in

motivating and promoting products.

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Company should make the customers more aware about the

moderate price and economy in maintenance of TVS products

comparative to other products.

Major influencing group for buying decisions of TVS goods

is newspapers, magazine, radios and television, friends and also

important influencing factors. Mass communications reach the potential

buyer easily.

Customers are giving major preferences to the price and

mileage and also customers are offering new styles, new fashions and

newer products.

QUESTIONNAIRE

1. Distribution of consumer goods may be through to channels.

a) Producer Consumer

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b) Producer Retailer Consumer

c) Producer Wholesaler Retailer Consumer

d) Producer Agent Retailer Consumer

2. Which tralleys are choose for the transportation?

a) Lorry b) DCM

c) Tralley d) All the above

3. How much large quantity of vehicles are purchased the dealers?

a) 1000 Bikes b) 2000 Bikes

c) 3000 Bikes d) 4000 Bikes

4. What is the dealer reaction about the manufacture department?

a) Excellent b) Good

c) Average d) Bad

5. How much capacity of TVS motor will choose.

a) 250 CC b) 180 CC

c) 150 CC d) 120 CC

6. Any particular variety of motor bikes in demand, which is not available

in the local market?

a) Yes b) No

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7. Is the product available easily or you have to wait for supply.

a) Yes b) No

8. How is the relationship between wholesaler and Retailer?


c) Average d) Bad

9. Is there any time on damaged product in the lot, if so do you get any

compensation?

a) Yes b) No

10. Producer department installment facilities give to the wholesaler or not?

a) Yes b) No

11. Do you credit facilities from producer department?

a) Yes b) No

12. What is the opinion about the Transportation Services


c) Average d) Bad

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13. Product is directly comes to the Zonal officer or showroom.

a) Yes b) No

14. What is the improvement do dealers like suggest manufacturers.

a) Engine b) Wheels

c) Mileage d) Pick-up

15. Producer department insurance give to the wholesalers or not?

a) Yes b) No

BIBILOGRAPHY

1. Market Management - Philip Kotlar

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- Arun Kumar

2. Organization behaviour - L. M. Prasad

3. Consumer behaviour - Matin Khan

4. Principal of Marketing - Kotler & Arm strong

5. Consumer behaviour - Lean G. Shiffman

- Leslie. Lazar. Kanuk

6. Consumer behaviour Indian Perception - Suja R. Nair

Websites:

www.tvsmotors.in

www.google.com
http://www.tvsmotors.in/http://www.google.com/http://www.tvsmotors.in/http://www.google.com/

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