bba minor project on tvs marketing strategies
TRANSCRIPT
1
CHAPTER-1
INTRODUCTION
INDUSTRY PROFILE
Indian Two-Wheeler Industry: A Perspective
Automobile is one of the largest industries in global market. Being the leader
in product and process technologies in the manufacturing sector, it has been
recognized as one of the drivers of economic growth. During the last decade,
well¬-directed efforts have been made to provide a new look to the
automobile policy for realizing the sector's full potential for the economy.
Steps like abolition of licensing, removal of quantitative restrictions and
initiatives to bring the policy framework in consonance with WTO
requirements have set the industry in a progressive track. Removal of the
restrictive environment has helped restructuring, and enabled industry to
absorb new technologies, aligning itself with the global development and
also to realise its potential in the country. The liberalization policies have led
to continuous increase in competition which has ultimately resulted in
modernization in line with the global standards as well as in substantial cut
in prices. Aggressive marketing by the auto finance companies have also
played a significant role in boosting automobile demand, especially from the
population in the middle income group.
Evolution of Two-wheeler Industry in India
Two-wheeler segment is one of the most important components of the
automobile sector that has undergone significant changes due to shift in policy
2
environment. The two-wheeler industry has been in existence in the country
since 1955. It consists of three segments viz. scooters, motorcycles and mopeds.
According to the figures published by SIAM, the share of two-wheelers in
automobile sector in terms of units sold was about 80 per cent during 2003-¬04.
This high figure itself is suggestive of the importance of the sector. In the initial
years, entry of firms, capacity expansion, choice of products including capacity
mix and technology, all critical areas of functioning of an industry, were
effectively controlled by the State machinery. The lapses in the system had
invited fresh policy options that came into being in late sixties. Amongst these
policies, Monopolies and Restrictive Trade Practices (MRTP) and Foreign
Exchange Regulation Act (FERA) were aimed at regulating monopoly and
foreign investment respectively. This controlling mechanism over the industry
resulted in: (a) several firms operating below minimum scale of efficiency; (b)
under-utilisation of capacity; and (c) usage of outdated technology. Recognition
of the damaging effects of licensing and fettering policies led to initiation of
reforms, which ultimately took a more prominent shape with the introduction of
the New Economic Policy (NEP) in 1985.
However, the major set of reforms was launched in the year 1991 in
response to the major macroeconomic crisis faced by the economy. The
industrial policies shifted from a regime of regulation and tight control to a
more liberalised and competitive era. Two major results of policy changes
during these years in two-wheeler industry were that the, weaker players died
out giving way to the new entrants and superior products and a sizeable
increase in number of brands entered the market that compelled the firms to
compete on the basis of product attributes. Finally, the two-¬wheeler industry
in the country has been able to witness a proliferation of brands with
introduction of new technology as well as increase in number of players.
3
MARKET CHARACTERISTICS
Demand
Segmental Classification and Characteristics
The three main product segments in the two-wheeler category are scooters,
motorcycles and mopeds. However, in response to evolving demographics
and various other factors, other sub segments emerged, viz. scooterettes,
gearless scooters, and 4-stroke scooters. While the first two emerged as a
response to demographic changes, the introduction of 4-stroke scooters has
followed the imposition of stringent pollution control norms in the early
2000. Besides, these prominent sub-segments, product groups within these
sub-segments have gained importance in the recent years. Examples include
125cc motorcycles, 100-125 cc gearless scooters, etc. The characteristics of
each of the three broad segments are discussed in Table.
4
Two-Wheelers: Comparative Characteristics
Scooter Motorcycle Moped
Price*(Rs. as in January
2005) > 22,000 > 30,000 > 12,000
Stroke 2-stroke, 4-stroke Mainly 4-stroke 2-stroke
Engine Capacity (cc)
90-150 100, 125, > 125 50, 60
Ignition Kick/Electronic Kick/Electronic Kick/Electronic
Engine Power
(bhp) 6.5-9 7-8 and above 2-3
Weight (kg) 90-100 > 100 60-70
Fuel Efficiency
(kms per litre) 50-75 50-80+ 70-80
Load Carrying High Highest Low
5
Segmental Market Share
The Indian two-wheeler industry has undergone a significant change over the
past 10 years with the preference changing from scooters and mopeds to
motorcycles. The scooters segment was the largest till FY1998, accounting
for around 42% of the two-wheeler sales (motorcycles and mopeds
accounted for 37% and 21 % of the market respectively, that year). However,
the motorcycles segment that had witnessed high growth (since FY1994)
became larger than the scooter segment in terms of market share for the first
time in FY1999. Between FY1996 and 9MFY2005, the motorcycles segment
more than doubled its share of the two-wheeler industry to 79% even as the
market shares of scooters and mopeds stood lower at 16% and 5%,
respectively.
Trends in Segmental Share in Industry Sales
(FY1996-9MFY2005)
While scooter sales declined sharply by 28% in FY2001, motorcycle sales
reported a healthy growth of 20%, indicating a clear shift in consumer
preference. This shift, which continues, has been prompted by two major
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factors: change in the country's demographic profile, and technological
advancements.
Over the past 10-15 years the demographic profile of the typical two-wheeler
customer has changed. The customer is likely to be salaried and in the first
job. With a younger audience, the attributes that are sought of a two-wheeler
have also changed. Following the opening up of the economy and the
increasing exposure levels of this new target audience, power and styling are
now as important as comfort and utility.
The marketing pitch of scooters has typically emphasised reliability, price,
comfort and utility across various applications. Motorcycles, on the other
hand, have been traditionally positioned as vehicles of power and style,
which are rugged and more durable. These features have now been
complemented by the availability of new designs and technological
innovations. Moreover, higher mileage offered by the executive and entry-
level models has also attracted interest of two-wheeler customer. Given this
market positioning of scooters and motorcycles, it is not surprising that the
new set of customers has preferred motorcycles to scooters. With better
ground clearance, larger wheels and better suspension offered by
motorcycles, they are well positioned to capture the rising demand in rural
areas where these characteristics matter most.
Scooters are perceived to be family vehicles, which offer more functional
value such as broader seat, bigger storage space and easier ride. However,
with the second-hand car market developing, a preference for used cars to
new two-wheelers among vehicle buyers cannot be ruled out. Nevertheless,
the past few years have witnessed a shift in preference towards gearless
scooters (that are popular among women) within the scooters segment.
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Motorcycles, offer higher fuel efficiency, greater acceleration and more
environment-friendliness. Given the declining difference in prices of
scooters and motorcycles in the past few years, the preference has shifted
towards motorcycles. Besides a change in demographic profile, technology
and reduction in the price difference between motorcycles and scooters,
another factor that has weighed in favour of motorcycles is the high re-sale
value they offer. Thus, the customer is willing to pay an up-front premium
while purchasing a motorcycle in exchange for lower maintenance and a
Shares of Two-Wheeler Manufacturers in Industry Sales (FY2000-
9MFY2005) relatively higher resale value.
Supply Manufacturers
As the following graph indicates, the Indian two-wheeler industry is highly
concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj
Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS) - accounting for
over 80% of the industry sales as in 9MFY2005. The other key players in the
two-wheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic
Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd
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(Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and
Honda Motorcycle & Scooter India (P) Ltd (HMSI).
Although the three players have dominated the market for a relative long
period of time, their individual market shares have undergone a major
change. Bajaj Auto was the undisputed market leader till FY2000,
accounting for 32% of the two-wheeler industry volumes in the country that
year. Bajaj Auto dominance arose from its complete hold over the scooter
market. However, as the demand started shifting towards motorcycles, the
company witnessed a gradual erosion of its market share. HHML, which had
concentrated on the motorcycle segment, was the main beneficiary, and
almost doubled its market share from 20% in FY2000 to 40% in 9MFY2005
to emerge as the market leader. TVS, on the other hand, witnessed an overall
decline in market share from 22% in FY2000 to 18% in 9MFY2005. The
share of TVS in industry sales fluctuated on a year on year basis till FY2003
as it changed its product mix but has declined.
Technology
Hitherto, technology transfer to the Indian two-wheeler industry took place
mainly through: licensing and technical collaboration (as in the case of Bajaj
Auto and LML); and joint ventures (HHML).
A third form - that is, the 100% owned subsidiary route - found favour in the
early 2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan.
Table 2 details the alliances of some major two-wheeler manufacturers in
India.
9
Technological tie-ups of Select Players
Nature of Alliance Company Product
Bajaj Auto
Technological tie-up
Kawasaki Heavy Industries Ltd, Japan
Motorcycles
Technological tie-
up
Tokya R&D Co Ltd, Japan Two-wheelers
Technological tie-up
Kubota Corp, Japan Diesel Engines
HHML Joint Venture Honda Motor Co, Japan Motorcycles
KEL Technological tie-up
Hyosung Motors & Machinery Inc
Motorcycles
KEL Tie up for
manufacturing and distribution
Italjet, Italy Scooters
LML Technological tie-
up
Daelim Motor Co Ltd Motorcycles
With the two-wheeler market, especially the motorcycle market, becoming
extremely competitive and the life cycle of products getting shorter, the
ability to offer new models to meet fast changing customer preferences has
become imperative. In this context, the ability to deliver newer products calls
for sound technological backing and this has become one of the critical
differentiating factor among companies in the domestic market. Thus, the
players have increased their focus on research and development with some
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having indigenously developed new models as well as improved
technologies to cater to the domestic market. Further, with exports being one
of the thrust areas for some Indian two-wheeler companies, the Indian
original equipment manufacturers (OEMs) have realised the need to upgrade
their technical capabilities. These relate to three main areas: fuel economy,
environmental compliance, and performance. In India, because of the cost-
sensitive nature of the market, fuel efficiency had been an interest area for
manufacturers.
It is not only that the OEMs are increasing their focus on in-house R&D,
they also provide support to the vendors to upgrade the technology and also
assist them striking technological alliances.
11
COMPANY PROFILE
TVS Group
TVS group was established in 1911 as a bus service in Madurai by Late
Shri. TVS Sundram Iyangar. After some years of services they started
automobile company with limited capital TVS motors is a gusty performer. It is
declared a splendid result for quality for the financial year 2002. It is the first
year post separation with Suzuki but the company just surprised its critics
though its excellent performance.
Development and Impact
Name Changed To TVS Motor
After the exit of Suzuki from the joint venture, selling its 25.97% stake at
Rs.15 per share to sundaram claylon, the board in November decided to change
the name of the company to TVS motors Ltd.
Early End to Licensing Agreement
In December 2001, TVS sought an early end to its licensing agreement with
Suzuki by giving the mandatory 120 days prior notice. Accordingly the
licensing agreement has came to an end in April. TVS can now launch products
under its own brand name .
Victory with Victory
In the end at 2001, the company had launched indigenously developed
110cc bike the victor in the executive segment. Priced at around 41,200. (ex-
show room Chennai) the company had invested to 70 crosses on the project and
has been amply rewarded. The products has been a huge hit given its high
mileage and competitive pricing coupled with a higher cc engine for its class.
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TVS Motors Opening a Plant in Indonesia
TVS motors is considering opening up a manufacturing plant in the
South Eastern Asian Country of Indonesia and they would be finalizing the
plans within a month itself. They are planning to start production within 15
months and the estimated investment is expected to be in the region of USD
50 million.
The company would be launching a series of motor cycles in the
Indonesian market to compliments sales in the local industry. Some of the
variants of their popular models like victor and start are expected to make
entry in to the Indonesian market.
TVS motors plans to sell more than a million bikes this year and want to
capture at least 15% of the market share in the Indian sector.
The motor bike market grew by around 20% last year through TVS itself
saw a 5% drop in sales figures. Much of it can be blamed on the entry of the
Honda as an independent unit in the market.
The company’s latest product centra trough technically quite advance has
failed to generate any fire on the sales DIAGRAM. They are also planning to
enter the three – wheeler market next year with a planned investment of
around Rs.100 Crores for a plant at Mysore.
Sachin to Promote TVS
TVS has roped in Sachin Tendulkar as the brand ambassador. The
contract entered for an undisclosed sum would be for a period of three years.
The company would be spending 50 crores on building the TVS brand as a
whole rather than spending on advertising on products.
13
To end Royalty Payment
TVS will no longer have to pay royalty to Suzuki on its motor cycles
after the end of the licensing agreement.
To Increase Research and Development
The company will be increasing its research and development from 1.8%
of sales to 3.6% of sales in the next year.
To Invest 200 Crores for Expansion
The company has announced plans to invest Rs.200 crores to increase the
capacity up to 1.2 million units a year no meet the increasing demand for its
motor cycles.
In the export front TVS motor company recorded its highest ever exports
of 11,008 units in august 2007, at a growth of 71% compared to the same
period last year.
Achievement of TVS Motor Company
TVS motor company records 28% growth in motor cycles.
TVS motors company report turnover of Rs.939.62 crores record 26%
growth.
TVS motor company sales up by 23%
TVS bike sales up by 53%
Market Launches of TVS Group
India’s first 2 seated 50cc moped, TVS 50 in August 1980.
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Introduced 100cc indo – Japanese motorcycle in September 1984
Introduced first indigenous scooter (Sub – 100 cc variomatic scooters),
TVS scooty in June 1994.
First catalytic converter enabled motor cycles, the 110 cc shogun in
December 1996.
Launched India’s first 5 speed motor cycles the Shaolin in October
1997.
Launched TVS victor, 4 stoke 110 cc motor cycle, in august 2001.
India’s first indigenously designed and manufactured motor cycle.
Launched TVS centra in January 2004, a world class 4 stoke 100 cc
motor cycle with the revolutionary VT-I engines for best in-class
mileage
Introduced TVS star in September 2004, a 100 cc motor cycle with is
ideal for rough terrain.
Launched TVS Flame in March 2008, a 125 cc motor cycle with a twin
spark plug.
Acknowledged by the Japanese for Quality
TVS motor company have been awarded the prestigious and converted
Deming prize, institute by Jose. (Japanese union of scientists and
engineers).
TVS motors was also awarded the prestigious TPM excellence award first
category by Japanese institute of plant maintenance, rated as the bench
mark in TPM excellence in India.
15
Asian Network for Quality Award 2004
TVS Scooty Pep won the prestigious outstanding design excellence
award from business world and national institute of design.
Star of Asia award to Mr. Venu Srivasan, CMD TVS motor company by
business week international.
Venu Srinivasan, chairman and managing director, TVS motor company
was honored with doctorate in science by university of Warwick United
Kingdom.
Present Condition of the Company
Largest and automotive components group in India.
Diversified into consumer durables, computer peripherals and two
wheelers
Joint venture with world leaders.
Sales turnover of Rs.75000 Crores.
TVS Motor Company Ltd has 0 positive reviews and 0 negative reviews.
TVS Motor Company Limited is the flagship company of TVS Group, the
USD 4 billion group. The Group is the third largest two-wheeler
manufacturer in India and globally among the top ten, with an annual
turnover of over USD 650 million. Currently, the group has more than 30
companies and employs over 40,000 people worldwide. With steady growth,
expansion and diversification, it commands a strong presence in the
manufacturing of two-wheelers, auto components and computer peripherals.
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They also have vibrant businesses in the distribution of heavy commercial
vehicles (HCV) passenger cars, finance and insurance.
1980 was the milestone year for TVS when India’s first two-seater moped
rolled out. It ushered in an era of affordable personal transportation.
Globally, TVS Motor Company is the first two-wheeler manufacturer to be
honoured with the hallmark of Japanese Quality – The Deming Prize for
Total Quality Management.
The company has 4 plants – located at Hosur and Mysore in South India, in
Himachal Pradesh, North India and one at Indonesia. The company has a
production capacity of 300 thousand units a year.
"Inspiration in Motion"
TVS Motor is the third largest two-wheeler manufacturer in India and ranks
among the top ten globally. It is the first company in the world to be honored
with The Deming Prize for Total Quality Management. The company was
the first in India to launch 2-seater 50cc moped and 100cc Indo-Japanese
motorcycles. At present TVS Apache, TVS Victor, TVS Scooty, TVS Centra
and TVS Fiero are the popular bikes in Indian market.
17
Quick Facts
Founder T V Sundaram Iyengar
Country India
Year of Establishment August 1980 (TVS Group in 1911)
Industry Manufacturing of two-wheelers and auto
components
Business Group TVS Group
Listings & its codes NSE
TVS - Suzuki Ltd: TVSSUZUKI
TVS Motor Company Limited: TVSMOTOR
TVS Motor Company Limited: TVS-SUZUKI
BSE
TVS Motor Company Ltd.: 532343
Head Office TVS Motor Company Jayalakshmi Estates V Floor
8, Haddows Road, Chennai - 600006 Tel.: +(91)-
(44)-28272233 Fax: +(91)-(44) 28257121
Factory Post Box No. 4 Harita, Hosur - 635 109Tel.: +(91)-
(4344)-276780 Fax: +(91)-(4344)-276878 Post Box
No.1 Byathahalli Village, Kadakola Post Mysore -
571 311 Tel.: +(91)-(821)-2596561 Fax: +(91)-
(821)-2596550/ 2596553
Website www.tvsmotor.in
18
Segment and Brands
TVS Apache
TVS Apache RTR FI 160
TVS Centra
TVS Fiero FX
TVS Flame
TVS Scooty
TVS Star
TVS Victor
TVS Victor GLX 125
TVS XL Super
TVS 180 RTR Menace New
TVS JUPITER
TVS SPORT
TVS SCOOTY ZEST
TVS STAR CITY PLUS
TVS WEGO
TVS PHEONIX
TVS SCOOTY STREEK
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Milestones of TVS Motor
1980 India's first 2 seater 50cc Moped TVS 50, launched in Aug.
1984 First Indian Company to introduce 100cc Indo-Japanese
motorcycles in Sept.
1994 Launched first indigenous Scooterette (sub-100 cc
variomatic scooters), TVS Scooty in June.
1996 Introduced first catalytic converter enabled motorcycle, the
110cc Shogun in Dec.
1997 Launched India's first 5-speed motorcycle, the Shaolin in
Oct.
2000 Launched TVS Fiero, India's first 150 cc, 4 stroke
motorcycle in April.
2001 Launched TVS Victor, 4-stroke 110 cc motorcycle, in
August, India's first fully indigenously designed and
manufactured motorcycle.
2004 Launched TVS Centra in January, a world-class 4-stroke
100 cc motorcycle with the revolutionary VT-i Engines for
best-in-class mileage.
Launched TVS Star in Sept, a 100 cc motorcycle which is
ideal for rough terrain.
20
Company Flashback
TVS Motor Company Limited is the flagship company of TVS Group, the
USD 2.2 billion group. The Group is the third largest two-wheeler
manufacturer in India and globally among the top ten, with an annual
turnover of overUS650million.
Currently, the group has more than 30 companies and employs over 40,000
people worldwide. With steady growth, expansion and diversification, it
commands a strong presence in the manufacturing of two-wheelers, auto
components and computer peripherals. They also have vibrant businesses in
the distribution of heavy commercial vehicles (HCV) passenger cars, finance
and insurance.
1980 is the red letter year for TVS when India's first two-seater moped rolled
out. It ushered in an era of affordable personal transportation.
Globally, TVS Motor Company is the first two-wheeler manufacturer to be
honored with the hallmark of Japanese Quality - The Deming Prize for Total
Quality Management.
21
ABOUT THE STUDY
In this competitive modern age, where different qualities and types of goods
exist, branding is of special importance in the business world, branding not
only gives separate identify and easy recognition of the product but also
creates a special brand preference. Consumers are aware and prefer
particular brand when it is available for purchase.
The competition among the bike makers is growing day-to-day. The Indian
auto industry is also subject to tremendous, changes, with the opening up to
the domestic corporation to meet challenges vehicle productivity, entrance
market orientation loyalty. For knowing consumer taste and preferences,
consumer oriented survey place an important role in the entire market.
In modern day, vehicle is a necessary one from every family to keep the
prestige of holding them in the society.
22
CHAPTER-2
RESEARCH AND METHODOLOGY
SCOPE OF THE STUDY
The present scenario of business is facing a hard challenge it is must to
uphold the existing customer and to serve them as our best.
From this study the preference of the customer can be analyzed and helps
the organization to fulfill that scenario.
The study helps to know the factors that influence the customer to buy the
products at their convenience.
The study helps to know the necessary services required by the customers
to overcome the problem in the products and provides various insights
into customer attitudes and satisfactions.
The study helps to maintain the better relationship with customer by the
company
23
OBJECTIVES OF THE STUDY
Primary Objective:
To find out the factors behind the customer preference to TVS two wheelers
Secondary Objectives:
To know the awareness about TVS vehicles among the vehicles users.
To find out the opinion of the respondents SHOWING TVS vehicles,
like cost price, mileage, and maintenance cost and gear opinion of their
vehicles.
To study the importance criteria the consumer looks for the product
performance.
To analyze the service rendered and level of consumer satisfaction
through delivery process.
24
LIMITATION OF THE STUDY
This study is limited to New Delhi. Therefore the findings of the study
cannot be extended to other areas.
The samples have been collected from the limited number of respondents.
The project was completed within 30 days. Time achieve is considered
inadequate to conduct such survey.
The result of the study may not be generalized to all.
Some of the respondents were non co-operative.
25
Area of the Study
The area of the study is TVS two wheeler vehicles users in New Delhi.
Methods of Data Collection
A questionnaire is used as data collection tool where the researcher
interviews the respondents.
Primary Data
The primary data has been collected by conducting direct interview using
structured questionnaire.
Secondary Data
The secondary data are collected from books, journals, company records
and internet.
Analysis
Analysis is done on the basis of sample Percentage analysis.
Sampling Technique
There are two sampling techniques. They are probability sampling and
non probability sampling. In this study the research had adopted convenient
sampling.
26
Sampling Size
Sampling size taken from the study is 100 respondents.
27
Data interpretation
Simple Percentage Analysis
The Percentage method is used for comparing certain feature. The collected
data represented in the form of tables and graphs in order to give effective
visualization of comparison made.
Actual population
X
Simple Percentage = x 100
Sample size
28
CHAPTER-3
DATA ANALYSIS & INTERPRETATION
Table no -3. 1
Table showing the age group of the respondents
Interpretation
The above table and DIAGRAM shows the age group of respondents that
45% of the respondents are between the age group of 20-30, 28% are 30-40,
18% are 40-50 and the remaining 9% are in the age group 50-60.
DIAGRAM NO -3.1
DIAGRAM showing the age group of the respondents
Age No. of respondents Percentage
20-30
30-40 40-50
50-60
45
28 18
09
45
28 18
09
Total 100 100
No. of respondents
20-30
30-40
40-50
50-60
29
Table no -3. 2
Table showing the occupation of the respondents
Occupation No. of respondents Percentage
Private employee
Government employee
Business man
Students
Others
40
15
20
18
07
40
15
20
18
07
Total 100 100
Interpretation
From the above table it can be analyzed that above 40% of the respondents
are occupied in private employment, 20% are business people, 18% are
students, 15% are government employees and the remaining 7% are from
other category.
DIAGRAM No -3. 2
Diagram showing the occupation of the respondents
No. of respondents
Private employee
Government employee
Business man
Students
Others
30
Table no -3. 3
Table showing the number of family members
Family members No. of respondents Percentage
1-2
2-4
4-6
6 and above
15
48
25
12
15
48
25
12
Total 100 100
Interpretation
The above table shows that 48% of the respondents lies under 2-4
family members category, 25% are in 4-6 category, 15% are in 1-2 category
and the remaining 12% lies in 6and above category.
DIAGRAM no-3.3
Diagram showing the number of family members
No. of respondents
02-Jan
04-Feb
31
Table No -3. 4
Table showing the monthly income of the respondents .
Income No. of respondents Percentage
4000-6000
6001-8000
8001-10000
10000 above
46
28
15
11
46
28
15
11
Total 100 100
Interpretation
The above table shows that 46% of the respondents have a monthly income
4000-6000, 28 % are in 6001-8000, 15% are in 8001-10000 and the
remaining 11% are earning above 10000.
DIAGRAM No –3. 4
Diagram showing the monthly income of the respondents
32
Table No -3. 5
Table showing the most preferred model in TVS by the respondents
Interpretation
The above table shows that 41% of the respondents prefer TVS apache, 26%
prefer TVS Victor, 21% prefer Star City and the remaining 12% prefer TVS
MAXR 100.
DIAGRAM No –3. 5
Diagram showing the most preferred model in TVS by the respondents
Particulars No. of respondents Percentage
TVS apache
TVS victor
TVS star city
TVS MAX R100
41
26
21
12
41
26
21
12
Total 100 100
No. of respondents
TVS apache
TVS victor
TVS star city
TVS MAX R100
33
Table No -3.6
Table showing the mode of purchase by the respondents
Particulars No. of respondents Percentage
Loan
Cash
Credit
Mortgage
58
24
13
5
58
24
13
5
Total 100 100
Interpretation
The above table shows that 58% of the respondents have resorted to loan,
24% have paid cash, 13% have purchased in credit, and 5% have done it
with mortgage.
DIAGRAM no.3.6
Diagram showing the mode of purchase by the respondents
No. of respondents
Loan
Cash
Credit
Mortgage
34
Table no -3. 7
Table showing the mileage performance of the vehicle used by the
respondents.
Particulars No. of respondents Percentage
30-40
40-50
50-60
60 and above
18
27
40
15
18
27
40
15
Total 100 100
Interpretation
The above table shows about 40%of the respondents are getting a mileage in
the range 50-60 kilometers, 27% are getting 40-50 kms, 18% are getting 30-
40 kms and 15% above 60 kms.
DIAGRAM No –3.7
Diagram showing the mileage performance of the vehicle used by the respondents
No. of respondents
30-40
40-50
50-60
60 and above
35
Table No -3. 8
Table showing. the type of media preferred by the respondents
Particular No of respondents Percentage
Television
Newspaper
Magazine
Banners
46
28
15
11
46
28
15
11
Total 100 100
Interpretation
The above table shows about 46% of the respondents have come to know
TVS vehicles through advertisement on Television, 28% through
Newspaper, 15% through Magazine and 11% through banners.
DIAGRAM No –3. 8
Diagram showing the type of media preferred by the respondents
No of respondents
Television
Newspaper
Magazine
Banners
36
Table No -3. 9
Table showing the maintenance cost by the respondents per month.
Particulars No. of respondents Percentage
400
500
700
1000 and above
63
22
09
06
63
22
09
06
Total 100 100
Interpretation
The above table indicated that about 63% of the respondents are incurring
maintenance cost of Rs. 400, 22% incurring Rs.500, 9% incurring Rs.700
and only 6% incurring more that Rs.1000.
DIAGRAM No –3. 9
Diagram showing the maintenance cost by the respondents per month
37
Table No -3. 10
Table showing the purpose of the vehicle used by the respondents.
Particulars No. of respondents Percentage
Official
Personal
45
55
45
55
Total 100 100
Interpretation
The above table shows that 55% of the respondents are using the vehicle for
personnel use and the rest 45% are for official use.
DIAGRAM No –3.10
Diagram showing the purpose of the vehicle used by the respondents
No. of respondents
Official
Personal
38
Table No -3. 11
Table showing the usage of the vehicle by the respondents in years.
Particulars No. of respondents Percentage
0-1 years
1-2 years
2-3 years
3 years & above
13
20
28
39
13
20
28
39
Total 100 100
Interpretation
The above table shows that 39% of the respondents are using the vehicle for
3 years and above, 28% are in the category of 2-3 years, 20% are in 1-2
years and the remaining 13% are below one year.
DIAGRAM No –3. 11
Diagram showing the usage of the vehicle by the respondents in years.
No. of respondents
0-1 years
1-2 years
2-3 years
3 years & above
39
Table No -3. 12
Table showing the gear opinion of the respondents.
Particulars No. of respondents Percentage
Excellent
Good
Modification
Poor
22
54
18
06
22
54
18
06
Total 100 100
Interpretation
The above table shows that 54% of the respondents opinion about the gear
system is good, 22% responded to be excellent, 18% were in need of
modification and the remaining 6% reported to be poor.
DIAGRAM No -3.12
Diagram showing gear opinion of the respondents
No. of respondents
Excellent
Good
Modification
40
Table No 3. 13
Table showing the reason for purchase of the model
Particulars No. of respondents Percentage
Comfort
Style
Mileage
Advertisement
45
23
29
03
45
23
29
03
Total 100 100
Interpretation
The above table shows that 45% of the respondents feel that comport is the
reason for purchase of the selected model, 29% prefer to its mileage, 23% to
its style and 3% just by the advertisement.
DIAGRAM No -3.13
Diagram showing the reason for purchase of the model
No. of respondents
Comfort
Style
Mileage
41
Table No -3. 14
Table showing the cost of vehicle
Particulars No. of respondents Percentage
High
Moderate
Low
29
50
21
29
50
21
Total 100 100
Interpretation
The above table indicates that 50% of the respondents feel that the cost of
vehicle is moderate, 29% feel it is high and 21% feel it is low.
DIAGRAM No -3.14
Diagram showing cost of the vehicle
No. of respondents
High
Moderate
Low
42
Table No -3. 15
Table showing the warranty period
Particulars No. of respondents Percentage
Yes
No
87
13
87
13
Total 100 100
Interpretation
The above table we can inter that about 87% of the respondents are feeling
that the warranty period is helpful and the remaining few i.e 13% say it is not
useful.
DIAGRAM No -3. 15
Diagram showing the warranty period
No. of respondents
Yes
No
43
Table No -3. 16
Table showing the use of vehicle for hours per day
Particulars No. of respondents Percentage
0-1 hour
1-2 hour
2-3 hour
more than 3 hours
09
21
43
27
09
21
43
27
Total 100 100
Interpretation
The above table shows that 43% of the respondents are using the vehicle for
2-3 hours per day, 27% use more than three hours, 21% use 1-2 hours and
9% use below one hour .
DIAGRAM No –3. 16
Diagram showing the use of vehicle for how many hours per day
No. of respondents
0-1 hour
1-2 hour
2-3 hour
more than 3 hours
44
Table No -3. 17
Table showing the spare parts availability with the local dealers
Particulars No. of respondents Percentage
Satisfied
Dissatisfied
80
20
80
20
Total 100 100
Interpretation
The above the table shows that 80% of the respondents are satisfied with the
spare parts availability with the local dealers and 20% are not satisfied with
the same.
DIAGRAM No -3.17
Diagram showing the spare parts availability with the local dealers
No. of respondents
Satisfied
Dissatisfied
45
Table No -3. 18
Table showing the level of satisfaction of the respondent with sales and
service
Particulars No. of respondents Percentage
Highly satisfied
Satisfied
Dis-satisfied
Highly dis-satisfied
58
30
07
05
58
30
07
05
Total 100 100
Interpretation
The above table shows that 58% of the respondents are highly satisfied with
the sales and service, 30% are satisfied, 7% are dissatisfied and 5% are
highly dissatisfied
DIAGRAM No -3.18
Diagram showing the level of satisfaction of the respondent with after sales and service.
No. of respondents
Highly satisfied
Satisfied
Dis-satisfied
Highly dis-satisfied
46
Table No -3. 19
Table showing the problem faced by the respondents.
Particulars No. of respondents Percentage
Starting trouble
Pick up
Mileage problem
Battery problem
20
52
28
0
20
52
28
0
Total 100 100
Interpretation
The above table shows that 52% respondents faced pick up problem, 28%
face Mileage problem and 20% face starting trouble where none faced
battery problem.
DIAGRAM No -3. 19
Diagram showing the problem faced by the respondents
No. of respondents
Starting trouble
Pick up
Mileage problem
Battery problem
47
Table No -3. 20
Table showing the respondents opinion about long riding of the vehicle
Particulars No. of respondents Percentage
Wonderful
Excellent
Good
Poor
13
21
51
15
13
21
51
15
Total 100 100
Interpretation
The above table shows that 51 % report good, 21% report excellent, 15
percentage report poor and the remaining 13% report Wonderful.
DIAGRAM No –3. 20
Diagram showing the respondents opinion about the long riding of this vehicle
No. of respondents
Wonderful
Excellent
Good
Poor
48
Table No -3. 21
Table showing the respondents plan for changing their vehicles
Particulars No. of respondents Percentage
Yes 28 28
No 72 72
Total 100 100
Interpretation
The above table shows that 72 % of the respondents have no idea to change
the vehicle and the remaining 28% say yes.
DIAGRAM No –3. 21
Diagram showing the respondents plan for changing their vehicles
No. of respondents
Yes
No
49
Table No -3. 22
Table showing the respondents alternative preference
Particulars No. of respondents Percentage
Honda
Hero Honda
Bajaj
Yamaha
10
46
30
14
10
46
30
14
Total 100 100
Interpretation
The above table shows that 46 % of the respondent’s alternative preference
of the vehicle is Hero Honda, 30% to Bajaj, 14% to Yamaha and the rest
10% to Honda .
DIAGRAM No-3.22
Diagram showing the respondents alternative preference
No. of respondents
Honda
Hero Honda
Bajaj
Yamaha
50
Table No -3. 23
Table showing the overall performance of the vehicle used by the
respondents
Particulars No. of respondents Percentage
Highly satisfied
Satisfied
Moderate
Dissatisfied
46
24
20
10
46
24
20
10
Total 100 100
Interpretation
The above table shows that 46% of the respondents feel that they are highly
satisfied with the overall performance, 24% are satisfied, 20% are
Moderately satisfied and 10% are not satified.
DIAGRAM No -3.23
Diagram showing the overall performance of the vehicle used by the
respondents
No. of respondents
Highly satisfied
Satisfied
Moderate
Dissatisfied
51
CHAPTER 4
FINDINGS AND DISCUSSIONS
Responds are 45 % from age group of 20-30.
Private employees are occupying 40% response.
2-4 family members are responding 48%.
Monthly income of family 4001-6000 are responding 46%.
41% youngsters prefer TVS Apache.
because of loan 58% responses have been restored
50-60 km/pl mileage have restored 40% response
Advertisements on television of TVS Vehicles have gained 46% response
63% of the respondents are incurring maintenance cost of Rs. 400.
55% of the respondents are using the vehicle for personnel use.
39% of the respondents are using the vehicle for 3 years and above.
54% of the respondents feel good for the gear system.
50% of the respondents feel that the cost of changed for the vehicle is
moderate.
52
87% of the respondents are feeling that the warranty period is helpful.
45% of the respondents feel that comfort is the reason for purchasing the
model.
43% of the respondents are using the vehicle for a day 2-3 years.
80% of the respondents are satisfied with the spare parts availability.
58% of the respondent’s people are highly satisfied with after sales service
offered by the company.
52% of the respondents are facing problem while pick-up.
51% of the respondents are long riding is good.
72% of the respondents have no idea to changing the vehicle.
46% of the respondent’s alternative preference of vehicle is hero Honda.
46% of the respondents feel that they are highly satisfied by the overall
performance of the vehicle.
53
CHAPTER - 5
CONCLUSION
This study was conducts in New Delhi with a broad objective of consumer
preference of two wheelers in TVS vehicle for this purpose. 100 customers
were selected and obtained the various responses based on the questionnaire
method.
The data was collected and consolidated using simple Percentage method,
and chi-square analysis, Graphic and DIAGRAMs, tables were used for
representation to achieve the objective of the study.
By and large it was found that most of the consumer is choose on TVS
vehicles because of its low maintenance cost, good model and good long
riding etc. It’s maintained in awareness of the vehicles and improving the
satisfaction level and advertisement. This study can survey helped in TVS
Motors Company to improve their sales and service.
54
CHAPTER-6
RECOMMENDATIONS
The company should maintain the awareness among TVS vehicle users.
The company should maintain the long riding reduces the cost and
increase the mileage and pick-up.
The company should provide alternative media message.
Spare parts are made available of reasonable price, it has to be
maintained
It should improve the style and comfortable the TVS vehicle.
Produce the vehicle at international standard and average technology.
The company should provide resorted to loan
The company should provide long term warranty
The company should improve its marketing strategy to suit middle class
family
55
BIBLIOGRAPHY
BOOKS
1. BALU.V,Dr (2001) : “MARKETING RESEARCH OF
“CONSUMER BEHAVIOUR”2nd
2. KOTHARI. C.R (2003) : “RESEARCH METHODOLOGY”,
WISHAWAV PRAKASHAN.
3. KOTLER PHILIP (2003) : “MARKETING MANAGEMENT”
MILLENNIUM EDITION PRENTICE
TALL OF INDIA PRIVATE LIMITED,
2001, 10th EDITION.
4. PILLAI .R.S.N : “MODERN MARKETING” 2nd
EDITION SULTHAN CHAND BHAGAVATHY
AND SONS.
WEB SITE:
http://www.tvsmotors.in
http://www.google.com
http://www.managementparadise.com
56
ANEXURE
A STUDY ON END-USER PREFERENCE OF TVS
MOTORVECHILE WITH SPECIAL REFERENCE TO TVS
MOTORS, NEW DELHI
QUESTIONARIE
1. Name :
2. Address :
3. Age
a) 20-30 b) 30 -40
c) 40-50 d) 50-60.
4. Occupation
a) Private employee b) Government employee
c) Business man d) Professional e) Others.
5. Number of family members:
a) 1-2 b) 2-4
c) 4-6 d) 6 and above
57
6. Family income (Per month)
a) 4000– 6000 b) 6001 – 8000
c) 8001 – 10000 d) 10000 and above
7. Which you preferred in TVS bike model
a) TVS MAX R100 b) TVS Victor
c) TVS Star city d) TVS Apache.
8. State the mode of purchase:
a) Loan b) Cash
c) Credit d) Hypothecation
9. What is the mileage?
a) 30- 40 b) 40-50
c) 50-60 d) 60 and above
10. What is the media in which you have seen the advertisement of TVS
a) Television b) Newspaper
c) Magazine d) Banners
58
11. What is the maintenance cost (per month)
a)400 b) 500
c) 700 d) 1000 and below.
12. For what purpose the vehicle is used?
a) Official b) Personal
13 How long you owned the vehicle
a) 0- 1 year b) 1-2 year
c) 2-3 year d) 3 year and above
14. What is your opinion about the gear system?
a) Excellent b) Good
c) Modification d) Poor
15. State the reason for purchasing the mode?
a) Comfort b) Style
c) Mileage d) Advertisement
16. What do you feel about the cost of the vehicle?
a) High b) Moderate c) Low.
59
17. Did you get any warranty period?
a) Yes b) No
18. If you use Bike, how many hours a day?
a) 0-1 hours b) 1-2 hours
c) 2-3 hours d) More than 3 hours.
19. Are you satisfied with the spare parts available with local dealer?
a) Satisfied b) Dissatisfied
20. Are you satisfied with after sales and service?
a) Highly satisfied b) Satisfied
c) Highly dissatisfied d) Dis-satisfied
21. What problem you come across while using the vehicle?
a) Starting trouble b) Pick up
c) Mileage problem d) Battery problem.
22. What is your opinion about the long riding of this vehicle?
a) Wonderful b) Excellent
60
c) Good d) Poor
23. Do you have any idea to change the vehicle?
a) Yes b) No.
24. If yes, mention the brand
a) Honda b) Hero Honda
c) Bajaj d) Yamaha
25. How do you feel about the overall performance of this vehicle?
a) Highly satisfied b) Satisfied c) Moderate d) Dis-
satisfied.