tvs final project

8/12/2019 Tvs Final Project

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concept

of

consumer behaviour


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Meaning

Consumer behaviour is the study of individuals, groups, or organizations and the

processes they use to select, secure, and dispose of products, services, experiences,

or ideas to satisfy needs and the impacts that these processes have on the consumer

and society.

It blends elements from psychology ,sociology, social anthropology and economics.

It attempts to understand the decision-making processes of buyers, both

individually and in groups. It studies characteristics of individual consumers such

as demographics and behavioural variables in an attempt to understand people's

wants. It also tries to assess influences on the consumer from groups such as

family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the

customer playing the three distinct roles of user, payer and buyer. Research has

shown that consumer behaviour is difficult to predict, even for experts in thefield. Relationship marketing is an influential asset for customer behaviour analysis

as it has a keen interest in the re-discovery of the true meaning of marketing

through the re-affirmation of the importance of the customer or buyer. A greater

importance is also placed on consumer retention, customer relationship

management, personalisation, customisation and one-to-one marketing. Social

functions can be categorized into social choice and welfare functions.
http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Social_choicehttp://en.wikipedia.org/wiki/Social_choicehttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Psychology


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FACTORS INFLUENCING CONSUMER

BEHAVIOUR

1. Cultural Factors

Consumer behavior is deeply influenced by cultural factors such as: buyer culture,

subculture, and social class.

Culture

Basically, culture is the part of every society and is the important cause of person

wants and behavior. The influence of culture on buying behavior varies from

country to country therefore marketers have to be very careful in analyzing the

culture of different groups, regions or even countries.

Subculture

Each culture contains different subcultures such as religions, nationalities,

geographic regions, racial groups etc. Marketers can use these groups by

segmenting the market into various small portions. For example marketers can

design products according to the needs of a particular geographic group.

Social Class

Every society possesses some form of social class which is important to the

marketers because the buying behavior of people in a given social class is similar.


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In this way marketing activities could be tailored according to different social

classes. Here we should note that social class is not only determined by income but

there are various other factors as well such as: wealth, education, occupation etc.

2. Social Factors

Social factors also impact the buying behavior of consumers. The important social

factors are: reference groups, family, role and status.

Reference Groups

Reference groups have potential in forming a person attitude or behavior. The

impact of reference groups varies across products and brands. For example if the

product is visible such as dress, shoes, car etc then the influence of reference

groups will be high. Reference groups also include opinion leader (a person who

influences other because of his special skill, knowledge or other characteristics).

Family

Buyer behavior is strongly influenced by the member of a family. Therefore

marketers are trying to find the roles and influence of the husband, wife and

children. If the buying decision of a particular product is influenced by wife then

the marketers will try to target the women in their advertisement. Here we should

note that buying roles change with change in consumer lifestyles.

Roles and Status

Each person possesses different roles and status in the society depending upon the

groups, clubs, family, organization etc. to which he belongs. For example a woman


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is working in an organization as finance manager. Now she is playing two roles,

one of finance manager and other of mother. Therefore her buying decisions will

be influenced by her role and status.

3. Personal Factors

Personal factors can also affect the consumer behavior. Some of the important

personal factors that influence the buying behavior are: lifestyle, economic

situation, occupation, age, personality and self concept.

Age

Age and life-cycle have potential impact on the consumer buying behavior. It is

obvious that the consumers change the purchase of goods and services with the

passage of time. Family life-cycle consists of different stages such young singles,

married couples, unmarried couples etc which help marketers to develop

appropriate products for each stage.

Occupation

The occupation of a person has significant impact on his buying behavior. For

example a marketing manager of an organization will try to purchase business

suits, whereas a low level worker in the same organization will purchase ruggedwork clothes.

Economic Situation


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Consumer economic situation has great influence on his buying behavior. If the

income and savings of a customer is high then he will purchase more expensive

products. On the other hand, a person with low income and savings will purchase

inexpensive products.

Lifestyle

Lifestyle of customers is another import factor affecting the consumer buying

behavior. Lifestyle refers to the way a person lives in a society and is expressed by

the things in his/her surroundings. It is determined by customer interests, opinions,activities etc and shapes his whole pattern of acting and interacting in the world.

Personality

Personality changes from person to person, time to time and place to place.

Therefore it can greatly influence the buying behavior of customers. Actually,

Personality is not what one wears; rather it is the totality of behavior of a man in

different circumstances. It has different characteristics such as: dominance,

aggressiveness, self-confidence etc which can be useful to determine the consumer

behavior for particular product or service.

4. Psychological Factors

There are four important psychological factors affecting the consumer buying

behavior. These are: perception, motivation, learning, beliefs and attitudes.

Motivation


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The level of motivation also affects the buying behavior of customers. Every

person has different needs such as physiological needs, biological needs, social

needs etc. The nature of the needs is that, some of them are most pressing while

others are least pressing. Therefore a need becomes a motive when it is more

pressing to direct the person to seek satisfaction.

Perception

Selecting, organizing and interpreting information in a way to produce a

meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and

selective retention. In case of selective attention, marketers try to attract the

customer attention. Whereas, in case of selective distortion, customers try to

interpret the information in a way that will support what the customers already

believe. Similarly, in case of selective retention, marketers try to retain information

that supports their beliefs.

Beliefs and Attitudes

Customer possesses specific belief and attitude towards various products. Since

such beliefs and attitudes make up brand image and affect consumer buying

behavior therefore marketers are interested in them. Marketers can change the

beliefs and attitudes of customers by launching special campaigns in this regard.


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IMPORTANCE OF CONSUMER BEHAVIOUR

The modern marketing management tries to solve the basic problems of consumersin the area of consumption. To survive in the market, a firm has to be constantly

innovating and understand the latest consumer needs and tastes. It will be

extremely useful in exploiting marketing opportunities and in meeting the

challenges that the Indian market offers. It is important for the marketers to

understand the buyer behaviour due to the following reasons.

The study of consumer behaviour for any product is of vital importance to

marketers in shaping the fortunes of their organisations.

It is significant for regulating consumption of goods and thereby maintaining

economic stability.

It is useful in developing ways for the more efficient utilisation of resources of

marketing. It also helps in solving marketing management problems in more

effective manner.

Today consumers give more importance on environment friendly products.

They are concerned about health, hygiene and fitness. They prefer natural

products. Hence detailed study on upcoming groups of consumers is essential

for any firm.

The growth of consumer protection movement has created an urgent need to

understand how consumers make their consumption and buying decision. Consumers tastes and preferences are ever chan ging. Study of consumer

behaviour gives information regarding colour, design, size etc. which


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consumers want. In short, consumer behaviour helps in formulating of

production policy.

For effective market segmentation and target marketing, it is essential to have

an understanding of consumers and their behaviour.


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INTRODUCTION

TO

TWO WHEELER INDUSTRY


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ABSTRACTTwo-Wheeler industry is one of the largest industries in the automobile sector of

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. The liberalization policies have led to continuous increase incompetition 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.

Presently many international brands like Honda, Suzuki, Yamaha etc. are

competing with Indian brands such as Hero, Bajaj, and T V S, etc. to capture

Indian markets. These aggressive marketing strategies have resulted in

making the consumer the major key for success in the industry. Each

produc t o ffe r ing is now des igned to mee t and exceed

the expectations of the consumer. But understanding consumer behaviour

and knowing consumers is never simple. And it is more difficult that to

understand what a consumer perceives about the product. Customers may

say one thing but do another. They may not be in touch with their deeper

motivations. They may respond to influences that change their minds at the

last moment. Small companies such as a corner grocery


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s to re and huge corpora t ions s tand to p rof i t

from understanding how and why their consumers buy.


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TVS MOTORS

COMPANY PROFILE


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COMPAANY PROFILE

TVS Motor Company is the third largest two-wheeler manufacturer in India and

one among the top ten in the world, with annual turnover of more than USD 1

billion in 2008-2009, and is the flagship company of the USD 4 billion TVS

Group.

TVS Motor traces its origins back to the entrepreneurial spirit of Trichur

Vengaram Sundaram Iyengar who gave up lucrative careers in the IndianRailways and in banking to set up his own business. He began with Madurai's first

bus service in 1911 and founded T.V.Sundaram Iyengar and Sons Limited, a

company that consolidated its presence in the transportation business with a large

fleet of trucks and buses under the name of Southern Roadways Limited .[2] When

he died in 1955 his sons took the company ahead with several forays in the

automobile sector, including finance, insurance, manufacture of two-wheelers,tyres and components. The group has managed to run 33 companies that account

for a combined turnover of nearly $3 billion.
http://en.wikipedia.org/wiki/T._V._Sundaram_Iyengarhttp://en.wikipedia.org/wiki/T._V._Sundaram_Iyengarhttp://en.wikipedia.org/wiki/Indian_Railwayshttp://en.wikipedia.org/wiki/Indian_Railwayshttp://en.wikipedia.org/wiki/Maduraihttp://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-2http://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-2http://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-2http://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-2http://en.wikipedia.org/wiki/Maduraihttp://en.wikipedia.org/wiki/Indian_Railwayshttp://en.wikipedia.org/wiki/Indian_Railwayshttp://en.wikipedia.org/wiki/T._V._Sundaram_Iyengarhttp://en.wikipedia.org/wiki/T._V._Sundaram_Iyengar


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Early Years

Sundaram Clayton, then the flagship company, was founded in 1962 incollaboration with Clayton Dewandre Holdings, United Kingdom. It manufactured

brakes, exhausts, compressors and various other automotive parts. The company

set up a plant at Hosur in 1978 to manufacture mopeds as part of a new

division .[3] A technical collaboration with the Japanese auto giant resulted in the

joint-venture Ind-Suzuki Limited in 1982 between Sundaram Clayton Ltd

and Suzuki Motor Corporation. Commercial production of motorcycles began in

1984.

TVS motors in recent days

Over the years TVS Motor has grown to be the largest in the group, both in terms

of size and turnover, with four state of the art manufacturing plants in

Hosur, Mysore and Nalagarh in India and Karawang in Indonesia. TVS Motor is

credited with many innovations in the Indian automobile industry, notable among

them being the introduction of India's first two-seater moped, the TVS 50cc. The

company became the leader in its category of sub 100 cc mopeds, having sold

7 million units. It also introduced the TVS Scooty, which is India's second largest

brand in the scooterette segment. The TVS Jive launched in November 2009

became India's first clutch- free motorbike aimed at a stress-free rider

experience[8]

while the unisex scooter TVS Wego is targeted at urban couples,featuring body-balance technology for easier handling. On 1 June 2012, TVS

Motors reported a dip of 5% in its total sales for May 2012. In July 2012, TVS

Motors and BMW Motorrad were reported to be in talks for technology sharing .[11]
http://en.wikipedia.org/wiki/Hosurhttp://en.wikipedia.org/wiki/Mopedhttp://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-3http://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-3http://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-3http://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/State_of_the_arthttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/Nalagarhhttp://en.wikipedia.org/wiki/Karawanghttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/TVS_Scootyhttp://en.wikipedia.org/wiki/Clutchhttp://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-8http://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-8http://en.wikipedia.org/wiki/Unisexhttp://en.wikipedia.org/wiki/TVS_Wegohttp://en.wikipedia.org/wiki/TVS_Motorshttp://en.wikipedia.org/wiki/TVS_Motorshttp://en.wikipedia.org/wiki/BMW_Motorradhttp://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-11http://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-11http://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-11http://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-11http://en.wikipedia.org/wiki/BMW_Motorradhttp://en.wikipedia.org/wiki/TVS_Motorshttp://en.wikipedia.org/wiki/TVS_Motorshttp://en.wikipedia.org/wiki/TVS_Wegohttp://en.wikipedia.org/wiki/Unisexhttp://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-8http://en.wikipedia.org/wiki/Clutchhttp://en.wikipedia.org/wiki/TVS_Scootyhttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Karawanghttp://en.wikipedia.org/wiki/Nalagarhhttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/State_of_the_arthttp://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/TVS_Motor_Company#cite_note-3http://en.wikipedia.org/wiki/Mopedhttp://en.wikipedia.org/wiki/Hosur


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Awards and Recognition

TVS Motor won the Deming Application Prize in 2002, becoming the first and

only Indian two-wheeler company to win the award given to companies that do

outstanding work in the field of Quality Management. It is considered to be one of

the world's most prestigious quality awards. The same year, the work done for the

TVS Victor motorcycle won TVS Motor the National Award for successful

commercialization of indigenous technology from the Technology Development

Board, Ministry of Science & Technology, Government of India. In 2004, TVSScooty Pep won the 'Outstanding Design Excellence Award' from Business

World magazine and the National Institute of Design, Ahmedabad. The effective

implementation of Total Productivity Maintenance practices won TVS Motor the

TPM Excellence Award given by the Japan Institute of Plant Maintenance in 2008.

TVS Motor has won several management awards, notable among them being the

Emerging Corporate Giant in the Private Sector awarded by The EconomicTimes and the Harvard Business School Association of India. Business Today

magazine awarded TVS Motor the Best Managed Company and the Most Investor

Friendly Company awards. Its advertising practices won it the Good Advertising

award by Auto India Best Brand Awards 2009. Company Chairman Venu

Srinivasan is a recipient of several awards for corporate excellence such as the Star

of Asia Award by Bloomberg Business Week and the JRD Tata Corporate

Leadership Award. The University of Warwick, United Kingdom gave him an

honorary Doctorate of Science degree while the Government of India honoured

him with the Padma Shri, one of India's highest civilian distinctions.
http://en.wikipedia.org/wiki/Deming_Prizehttp://en.wikipedia.org/wiki/Quality_Managementhttp://en.wikipedia.org/wiki/Ministry_of_Science_and_Technology_(India)http://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/BusinessWorldhttp://en.wikipedia.org/wiki/BusinessWorldhttp://en.wikipedia.org/wiki/National_Institute_of_Designhttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Total_productive_maintenancehttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/Business_Today_(Business_Magazine)http://en.wikipedia.org/wiki/Venu_Srinivasanhttp://en.wikipedia.org/wiki/Venu_Srinivasanhttp://en.wikipedia.org/wiki/Bloomberg_BusinessWeekhttp://en.wikipedia.org/wiki/University_of_Warwickhttp://en.wikipedia.org/wiki/Doctor_of_Sciencehttp://en.wikipedia.org/wiki/Padma_Shrihttp://en.wikipedia.org/wiki/Padma_Shrihttp://en.wikipedia.org/wiki/Doctor_of_Sciencehttp://en.wikipedia.org/wiki/University_of_Warwickhttp://en.wikipedia.org/wiki/Bloomberg_BusinessWeekhttp://en.wikipedia.org/wiki/Venu_Srinivasanhttp://en.wikipedia.org/wiki/Venu_Srinivasanhttp://en.wikipedia.org/wiki/Business_Today_(Business_Magazine)http://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/Total_productive_maintenancehttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/National_Institute_of_Designhttp://en.wikipedia.org/wiki/BusinessWorldhttp://en.wikipedia.org/wiki/BusinessWorldhttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Ministry_of_Science_and_Technology_(India)http://en.wikipedia.org/wiki/Quality_Managementhttp://en.wikipedia.org/wiki/Deming_Prize


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Innovative implementation of Information Technology has won TVS Motor the

Ace Award for Most Innovative Net Weaver Implementation in 2007 awarded by

technology major SAP AG and the Team Tech 2007 Award of Excellence for

Integrated use of Computer-aided engineering Technologies.

Manufacturing Excellence

Launch of 7 vehicles on the same day - Manufacturing Excellence makes this

feasible

At the heart of the new product launches is the Production Team, setting to motion

the dream put forward by the R&D.

Driven by the Five Pillars of TQM

The management philosophy is based on five pillars of TQM (Total Quality

Management) which rests on the foundation of Total Employee Involvement, daily

management and Kaizen (Continuous improvement).

The Total Employee Involvement

The Total Employee Involvement program ensures that responsibility for the

company's performance is the shared responsibility of all levels of employees. It

provides all employees with the opportunity to be involved in breakthrough

activities and other improvements, over and above their daily routine.

Daily work managementDaily work management consists of defining and monitoring key processes,

ensuring that they meet set targets, detecting abnormalities and preventing their

recurrence. TVS Motor encourages continuous improvement in all aspects of work,
http://en.wikipedia.org/wiki/Information_Technologyhttp://en.wikipedia.org/wiki/SAP_NetWeaverhttp://en.wikipedia.org/wiki/SAP_AGhttp://en.wikipedia.org/wiki/Computer-aided_engineeringhttp://en.wikipedia.org/wiki/Computer-aided_engineeringhttp://en.wikipedia.org/wiki/SAP_AGhttp://en.wikipedia.org/wiki/SAP_NetWeaverhttp://en.wikipedia.org/wiki/Information_Technology


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using Cross Functional Teams (CFT), Supervisory Improvement Teams (SIT)

Quality Control Circles (QCC) and suggestion schemes

The five pillars start with policy management, which is used to arrive at the annual

breakthrough objectives. There are generally not more than three company

objectives, arrived at after a detailed exercise, which are deployed and reviewed

periodically.

The company conducts an exhaustive range of training programs, utilising both in-house skills and consuftants from all over the world. The programs are conducted

for all employees, at all levels.

The Inspiration Moment

When we won the Deming Prize in Quality in 2002, we were the only two wheeler

manufacturer in the world to have won the award. However, our penchant for

quality continues as we work in line with the principles of Kaizen (Japanese for

Continuous improvement) and TQM (Total Quality Management).

TVS Motor company Ltd (TVS Motor)- member of the TVS group is the largest

company of the group in terms of size and turnover.


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MARKET

RESEARCH


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INTRODUCTION

Market Research is a process of systematic gathering, recording, and analyzing of

data about customers, competitors and the market. Market Research can help in

creating a business plan, launch a new product or service, fine tune existing

product or service, expand into new markets, etc. It can be used to determine which

portion of the population will purchase product or service, based on variable age,

gender, location and income level. It can be used to find out what market about

current and potential customers.

The purpose of market research is to help companies make better business

decisions about development and marketing of new products. Market research

represents the voice of the customers in a company.

We define marketing research as the systematic design, collection, analysis and

reporting of data and findings relevant to a specific marketing situation facing the

company -Philip Kotler

The systematic gathering, recording , and analysis of data about the problems

relating to the marketing of goods and services

-American Marketing Association

In this particular market research we focused on two important aspects which

influence buying behavior, product selection and building customer lifetime valuethese are:

Perception

Satisfaction


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Research Design

A research design is a framework or blueprint for conducting marketing research

projects. It specifies the details of the procedures necessary for obtaining the

information needed to structure and /or solve marketing research.

There are three types of research design:

Figure 1: Different types of Research Design

Exploratory Research Design: A type of research design, which has its primaryobjective the provision of insight into, comprehension of, the problem situation

confronting the researcher.

Research Design

ExploratoryResearch Design

DescriptiveResearch Design

ConclsignusiveResearch Design


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Descriptive Research Design: A type of conclusive research that has as its major

objective the description of something usually market characteristics or function.

Conclusive Research Design: Research designed to assist the decision maker in

determining, evaluating and selecting the best course of action taken in a given

situation.

In our research study we used a combination of all three designs, i.e., exploratory

research, descriptive research and conclusive research design since it demands

various types of information. In our research not only perception and satisfactionlevel of customer are checked but other important perspective are also measured

such as usage pattern and a conclusive result of cause and effect pattern is also

checked.

SAMPLING

For the purpose of our market research as said earlier a combination of all threetypes of research design was adopted. Our research design included the survey of

consumers using TVS bikes and scooters so as to check their perception and

satisfaction level.

Primary data was collected with the help of sampling method and complete

sampling design process was used.

The sampling design process includes five steps. These steps are closely

interrelated and relevant to all aspects of market research project. Therefore,

sample design decision was selected in research project.


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TARGET POPULATION: TVS customers of Patna SAMPLING FRAME: Random Sampling Method SAMPLE SIZE: 100 EXECUTION: Personal Interview

SOURCE OF DATA

In our research project we used both primary as well as secondary data obtainedfrom different sources and survey.

Primary Data: Primary data are obtained from the structured set of formal

questionnaire. Various customers were randomly personally interviewed regarding

the various purchasing pattern and the parameters with the help of number of

questions which were mainly close ended.

Secondary Data: Relevant and related data were also collected from the various

secondary sources like internet, newspapers, magazines, journals, management

books, etc.


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TARGET SEGEMENT

Target segment the collection of elements or objects that possesses the

information sought by the researcher and about which inferences are to be made.

In our research project we divided the market into six major segments.

They are businessman, professionals, students, employee, housewife, and others.

Figure 3: Target segments

Businessman

Professionals

Students

Others

Housewife

Employee


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AREA of OPERATION

Area of operation is the target area where the execution of the sampling takes

places. It is the field of area where the researcher goes and performs his or her

research work. It is also called field area or field work. It includes finding the

target segment, conducting the survey, conducting personal interview of each

target element.

Area of operation : Patna

Area Covered: Whole Patna Survey Period: 1 st March to 29 th March


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LIMITATIONS

Although the study has been done with proper care, certain shortcomings could not

be ruled out.

The various limitations are as follows:

Limitation of time: In a short span of 4 weeks, it was not possible to cover

each every area. Therefore only selected and important area was considered.

Limitation of sample size: Only 100 respondents were selected which isinadequate of a large organization like TVS Motors.

Insufficiency of data: The response of some of the respondents might be a

biased one.

In any case, market study is not exact science. It relates to the responses given by

the customer/ respondents as against the question pertaining to their behavior and

preferences. Most of the responses are subjective in nature. Mathematicaldeduction is possible but the accuracy of data is bound to suffer from biasness and

prejudices of the respondents, no matter what be the degree of sophistication.

Hence, this being the universal deficiency of market research, may have affected

this particular research as well.


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MARKET

ANALYSIS


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INTRODUCTION

This research was aimed at finding the perception and satisfaction level of

customer using TVS Motors products and TVS Scooty. With this research not

only perception level and satisfaction level was checked but market share, brand

preference and buying behavior was also examined.

Since perception plays a very important role in the buying behavior of the

customer, the values they perceived helps them in selecting the brand.

Similarly, satisfaction also plays a very important role in binding the customer.

If a customer is satisfied with the brand then he will use the brand otherwise he

will switch over to another brand.

In this chapter, we will see data collected from the consumers and respondents and

analysis and interpretation of such data in order to derive sufficient conclusion.

Collection of data and their interpretation and analysis takes the main time of the

research project and there may be a chance of errors and biasness. Extreme care is

taken in collection of data and their interpretation and analysis.\

In the first section, data of general information are analysed, then perception and

satisfaction level are taken.


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DATA COLLECTION

This area involves the study of a set of statistical method or statistical techniques.

Data are broadly categorised as primary and secondary. The collection of

primary data in this study is done by the questionnaire method. Primary data are in

the shape of raw materials to which statistical method are applied for the purpose

of analysis and interpretation, where as secondary data are collected from different

sources like internet, magazine, newspaper, etc.

This section is subdivided into general information, perception and satisfaction

level. Data collection of these three category are taken in their respective headings.


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ANALYSIS AND FINDINGS

1. TARGET AGE GROUP.

C

Total number of respondents 100.

0

510

15

20

25

30

35

40

45

50

18-25 25-40 40-55 >55

RESPONDENTS BELONGING TODIFFERENT AGE GROUP

NO OF RESPONDENTS

AGE NO.OF

RESPONDENTS

RESPONDENTS IN

%

18- 25 39 39 %

25-40 26 26%

40-55 21 21%

> 55 14 14%


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2. GENDER

SEX NO OF

RESPONDENTS

RESPONDENTS

IN %

MALE 74 74%

FEMALE 36 36%

Total number of respondents 100.

74%

36%

RESPONDENTS IN TERMS OF GENDER

MALE

FEMALE


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3. RESPONDENTS BELONGING TO DIFFERENT PROFESSION:

OCCUPATION NO. OF RESPONDENTS RESPONDENTS IN %

BUSINESS 16 16%

EMPLOYEE 26 26%

STUDENT 45 45%

OTHERS 13 13%

Total number of respondents 100

0

5

10

15

20

25

30

35

40

45

50

BUSINESS EMPLOYEE STUDENT OTHERS

OCCUPATION


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4 .SOURCE OF AWARENESS ABOUT TVS MOTORS:

Source No. Respondents Respondents in %

Friends and

Relatives

37 37%

Advertisements 45 45%

Others 18 18%


37%

45%

18%

SOURCE OF AWARENESS ABOUT TVSMOTORS

Friends and Relatives

Advertisements

Others


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5. SATISFACTION LEVEL OF THE CUSTOMERS ABOUT THE

PRODUCT BRIEFING DONE BY THE SALES EXECUTIVE?

OPPINION NO OF

RESPONDENTS

RESPONDENTS IN %

SATISFIED 84 84%

NOT

SATISFIED

16 16%


16%

84%

CUSTOMERS SATISFACTION LEVELIN RESPECT OF PRODUCT BRIEFING

NO

YES


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7. SATISFACTION LEVEL OF THE CUSTOMERS IN RESPECT OF

AFTER SALES SERVICE PROVIDED BY THE DEALER?

OPINION NO. OF

RESPONDENTS

RESPONDENTS IN %

SATISFIED 77 77%

NOT

SATISFIED

23 23%


23%

77%

CUSTOMERS OPINION ABOUT AFTERSALES SERVICE

NOT SATISFIED

SATISFIED


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8. TVS TWO WHEELER MODELS MARKET SHARE:

MODEL NO. ofRESPONDENTS % OFRESPONDENTS

SCOOTY 41 41%

VICTOR 12 12%

STAR CITY 15 15%

WEGO 9 9%

CENTRA 3 3%

APPACHE 20 20%


0

5

10

15

20

25

30

35

40

45

TVS Model's Market Share

TVS MODELS


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9. RANKING OF THE ATTRIBUTES OF THE TVS BIKES AND

SCOOTERS AS PER THE PREFERENCE OF THE CUSTOMERS.

RANK 1 MOST ATTRACTIVE, RANK 6 LEAST ATTRACTIVE.

PREFERENCE NO OF RESPONDENTS RESPONDENTS IN %

STYLE 11 11%

PERFORMANCE 28 28%

BRAND NAME 14 14%

MILEAGE 19 19%

COMFORT 21 21%

PRICE 7 7%


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0

0.05

0.1

0.15

0.2

0.25

0.3

CONSUMER'SPREFERENCE FOR DIFFERENTATTRIBUTES OF TVSPRODUCTS


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10. WHAT IS YOUR OPINION ABOUT THE PERFORMANCE OF TVS

SCOOTY?

OPINION NO OF RESPONDENTS RESPONDENTS IN %

Excellent 28 56%

Good 11 22%

Satisfactory 8 16%

Poor 3 6%


56%22%

16%3%

CONSUMER'S OPINION ABOUT THEPERFORMANCE OF TVS SCOOTY

VERY GOOD

GOOD

SATISFACTORY

POOR


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11. FACTORS INFLUENCING THE CUSTOMER FOR THE

PURCHASE OF TVS SCOOTY.

FACTORS NO. OF RESPONDENTS RESPONDENTS IN %

STYLE 6 12%

BRAND NAME 9 18%

COMFORT 16 32%

MILEAGE 8 16%

PERFORMANCE 11 22%


22%

16%

32%

18%

12%

CUSTOMER'S PREFERENCETOWARDS DIFFERENT ATTRIBUTES

OF TVS SCOOTY

PERFORMANCE

MILEAGE

COMFORT

BRAND NAME

STYLE


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12. CUSTOMERS PREFERENCE TOWARDS TVS SCOOTY WITH

RESPECT TO OTHER COMPANIES SELLING THE SAME

PRODUCT:

BRAND NAME NO. OF

RESPONDENTS

RESPONDENTS IN

PERCENTAGE

HERO 22 22%

TVS 27 27%

HONDA 38 38%

SUZUKI 10 10%

MAHINDRA 3 3%


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FINDINGS FROM THE STUDY1. Out of the total number of respondents, maximum respondents were from

the age group of 18-25 years. 39% of the respondents belonged to this group.

This suggests that TVS bikes and scooters are preferred among the younger

section of the society. 26% of the respondents belonged to the age group of

25-40 years. This age group consists of young as well as middle aged

people. This shows that TVS motors product is more popular among

younger generation of the society. Its product such as TVS Apache and TVS

Scooty is very popular among younger generation because of its sporty look

and good performance.

22%

27%38%

3%10%

CUSTOMER'S PREFERENCE FOR TVSSCOOTY WITH RESPECT OF OTHER

COMPANY'S SIMILAR PRODUCT

TVS

HERO

HONDA

MAHINDRA

SUZUKI


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2. Out of the total number of respondent 71 were male and 39 were female.

Female have a good liking for this brand because its product Scooty is a

favourite among them.

3. Advertisement is the biggest source of awareness among all the respondents

with 45% agreeing to it. 37% of the respondents said that they purchased or

came to know about the TVS motors or its products from family and friends.

18% of the respondents belonged to the other category which comprised of

sales promotion and other means.

4. Out of the total respondents surveyed,16% of the target group belonged to business profession, 26% worked as employees under different organization,

45% were students and 13% belonged to other category which comprised of

housewifes, retired persons, etc. this clearly makes it evident that majority of

the TVS users are students and young people.

5. Out of the total number of respondents surveyed, 84%, i.e. majority of them

were satisfied with the product and 16% were not satisfied. Among the

satisfied customers, some of them confessed that they have been using the

product for more than 5 years and they never faced any problem with the

product. Majority considered the product to be very durable and sturdy.

Some businessmen also used their bikes for transporting goods from the

market place and remarked that their bikes made them do it very

conveniently.

6. In respect of overall sales process, 20% of the respondent considered it to be

very good, 71 % considered it as good, and the remaining 9% said it was

poor. Among those who considered it to be good said that all the queries

were dealt with and the staffs did their best to make the entire purchase


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process hassle free. Those who considered it to be poor said that the entire

process was time taking and at times were unresponsive.

7. However, when it comes to after sales service provided by the company, the

satisfaction level among the customer takes a hit as compared to satisfaction

level in using the product. In contrast to 84% of the respondent being

satisfied with the product, only 77% of the customers were satisfied with the

after sales service. Those not satisfied with the product complained that the

staffs are unresponsive and are not able to meet the expectation at times.

Some said that in some cases the condition of the vehicle deteriorated afterthe service instead of improving.

8. Out of all the respondents surveyed, 41% of them used Scooty, 20% used

Appache, 12% used Victor, 15% used Star City, 9% used Wego and 3%

used Centra. Scooty and Appache are two largest selling vehicle for TVS

Motors and it shows that it is a popular choice among youngsters.

9. When the respondents were asked to rank the attributes of TVS Motors,

Performance secured the top rank with 28% of the respondents agreeing to

it, comfort was 2 nd most important attribute with 21% of the respondents

agreeing to it. It was followed by mileage at 19%, brand name at 14%, style

at 11% and price came last at 7%. Respondents agree that TVS Motors

product is good on performance in both rural and urban condition.

Respondents, especially women, swear by the comfort level of Scooty.

Respondents were also of the view that TVS vehicles were good on mileage

and on an average its products gave mileage of around 50-55 kmpl in city

conditions.


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10. When respondents were asked to rate the performance of Scooty, 56% of

them considered it to be excellent, 22% considered it to be good, it was

satisfactory for 16% of the respondents and 6% considered it as poor.

Majority of the responded were very much satisfied with the performance of

Scooty and this is the reason for it being one of the highest selling scooter in

India. So much so that Scooty has become the staple name for all the

scooters.

11. When respondents were asked to rate the factors responsible for purchase of

Scooty, for 32% of the respondents it was the comfort provided by Scooty, performance came 2 nd at 22%, followed by brand name at 18%, mileage at

16% and style came last at 12%. Scooty is very popular among female

because of it offers great comfort. Respondents said that it is light weight

and easy to handle and this feature makes it ideal for the use among ladies.

Respondents were also of the view that Scooty is a very good performing

vehicle and due to this reason even some young boys and housewives prefer

to use Scooty. Scooty is by far the most popular scooter available in the

market and respondents also considered the brand name of TVS Scooty as a

factor responsible for purchase.

12. However, in terms of other brand preference for similar product, the

respondents had most preference for Honda at 38%, Hero came 2 nd at 27%,

TVS came 3 rd at 22% followed by Suzuki at 10% and Mahindra at 3% . It

must be noted that Hondas Activa is the largest selling scooter in India and

it enjoys a very good brand preference even from non users. Hero has

Pleasure and Maestro in offering and even these are popular among masses.

TVS, apart from Scooty has Wego in its stable and therefore people still


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CONCLUSION

AND

RECOMMENDATION


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CONCLUSION

To conclude, it can be said that TVS motors being an indigenous company has

managed to maintain a hold on Indian customers and masses but over the years it is

facing stiff competition from companies like Hero and Honda in motorcycle

segment and scooter segment as well. In the scooter segment the competition is

tougher as the presence of companies like Suzuki, Mahindra, and Yamaha with one

or more products.

TVS Motors was 3 rd in terms of market share in India but its position is over taken

by Honda and now TVS Motors is lagging at 4 th position.

This downfall is mainly because it has not been able to offer anything new to the

customer. There only premium offering, Appache is 6 years old. In mid segment,

they have TVS Star City which itself is 7 years old. Therefore, lack of new and

modern bikes is hurting TVS Motors very much.

Their largest selling product is TVS Scooty and they are too much dependent on it.

Both Scooty and Wego are considered as scooter for ladies and market is

dominated by Hondas unisex scooter Activa.

The consumers experience with the after sales service is not as good as the

experience of using the product. This has proved to be a dent on companys image.


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RECCOMMENDATION

In order to regain the position and market share, the company urgently needs some

new product in different categories. It cannot remain dependent on its old

offerings.

Female constitutes a small segment as compared to male segment. It cannot only

rely on Scooty because masses prefer something which is appealing to both the

sex, i.e., male and female. Thats why Hondas Activa is the most preferred scooter

as it is preferred by both the section of the society. Therefore, the company must

develop a new scooter which is appealing to both male as well as female. It has

also been observed that scooter segment is fastest growing segment in auto

industry and more and more people are preferring scooter because it is easy to use

and handle. It is safer than motorcycle.

In todays competitive environment, selling the product is not the only thing. In

order to retain the customers and maintain the brand loyalty, a company must keep

the customer satisfied even after the sale is made. So, the role of after sales service

becomes all the more important. Therefore, the company must focus on providing

better after sales service to its customers.


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BIBLIOGRAPHY

www.wikipedia.com www.icra.in www.tvsmotors.in Consumer Behaviour- Schiffman and Raunak
http://www.wikipedia.com/http://www.wikipedia.com/http://www.icra.in/http://www.icra.in/http://www.tvsmotors.in/http://www.tvsmotors.in/http://www.tvsmotors.in/http://www.icra.in/http://www.wikipedia.com/


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QUESTIONNAIRE1. Name:

2. Age: 18-25 25-40 40-55 >55

3. Sex: Male Female

4.

How did you come to know about about TVS Motors?Family and Friends Advertisements Others

Q1. Whether Training is given adequate importance in your organization

a. Strongly agree b. Agree

c. Strongly Disagree d. Disagree

Q2. The Skill learnt in Training and Development program are helpful to me.



Q3. Training is periodically evaluated and improved the performance level.



Q4. The HR Department conducts briefing sessions for employees before the

actual training program.


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Q10. Senior management takes interest and spends time with the new staff

during induction training.

a. Yes b. No

Q11. Quality of the Training programme needs to be improved.

a. Yes b. No

Q12. Employees are given appraisal in order to motivate them to attend the

training. Do u agree with this statement?

a) Strongly agree b) Agree

c) Somewhat d) Disagree

Q13. What are the skills that the trainer should possess to make the training

effective?

a) Technical skills b) People skills or Soft skills

c) Generalist makes better Personnel managers than Specialist

d) Fond of talking to people

Q14. What are the general complaints about the training session?

a) Take away precious time of employees

b) Too many gaps between the sessions

c) Training sessions are unplanned


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tvs final project

Documents