project on marketing

CHAPTER-1

INTRODUCTION TO THE STUDY

1.1 INTRODUCTION

The marke t ing concep t i s consumer o r i en ted and the emphas i s i s more

on the consumer rather than on the product. The essence of modern marketing lies in

building of profit along with creating meaningful value satisfaction for the

customers whose needs and desires have to be coordinated with the set of

products and production programmes. Therefore, marketing success an

enterprise depends as its ability to create a community of satisfied consumers. All

the business activities should be carried out in ways which are directed towards the

satisfaction of consumer needs. Consumer behaviour is affected by host of variables

ranging from personal, professional needs, attitudes and values, social economic and

cultural background. The combination of these factors helps the consumer in decision

making further psychological factors that as individual’s consumer needs, motivations

and perception attitudes which operate across the different types of people and influence

their behaviour.

1.2 STATEMENT OF THE PROBLEM

Consumer behaviour is the study of when, why, how, and where people do or do not buy

a product. It blends elements from psychology, sociology, social anthropology and

economics. It attempts to understand the buyer decision making process, 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. The

aim of the project is to study about the consumer behaviour towards TVS bikes in

Krishnagiri town.

1

http://en.wikipedia.org/wiki/Demographic

http://en.wikipedia.org/wiki/Economics

http://en.wikipedia.org/wiki/Anthropology

http://en.wikipedia.org/wiki/Social_Anthropology

http://en.wikipedia.org/wiki/Sociology

http://en.wikipedia.org/wiki/Psychology

http://en.wikipedia.org/wiki/Product_(business)

1.3 OBJECTIVES OF THE STUDY

1.3.1 Primary Objective

To study about consumers behaviour towards TVS bikes.

1.3.2 Secondary Objective

To know the social and economic status of the respondents.

To study the advertisement effectiveness of TVS bikes through respondents.

To study about the factors that influences the behaviour of consumers in TVS

bikes.

To know about the consumers opinion of TVS bikes regarding its features like

price, mileage, appearance etc.

1.4 SCOPE OF THE STUDY

This study focus on how and why customers make decision about the goods and service

and their behaviour of buying the product.

The purpose of this study is to find the behaviour of the consumer about the TVS bikes in

Krishnagiri Town. The study could provide appropriate and timely information about the

position of TVS bikes in Krishnagiri. This study focused mainly on the customers who

bought TVS bikes in Chinnasamy agency.

1.5 LIMITATIONS

Research work was carried out in Krishnagiri Town only the finding may not be

applicable to the other parts of the country because of social and cultural

difference.

The scope of the study has to be restricted to primary data, which were supplied

by the respondents.

Shortage of time is also reason for incomprehensiveness.

The views of the people are biased therefore it doesn’t reflect true picture.

The views and the preference of the people changes from time to time, hence the

result of the project may not be applicable in long run.

2

1.6 CHAPTERIZATION

CHAPTER 1

This chapter deals introduction, statement of the problem, objectives,scope and

limitation of the study.

CHAPTER 2

This chapter deals with the industry and company profile.

CHAPTER 3

This chapter deals with the research methodology.

CHAPTER 4

This chapter deals with the analysis and interpretation.

CHAPTER 5

This chapter deals with the findings, suggestions and conclusion.

3

CHAPTER 2

2.1 INTRODUCTION ABOUT TWO WHEELERS

India is the second largest manufacturer and producer of two-wheelers in the world. It

stands next only to Japan and China in terms of the number of two-wheelers produced

and domestic sales respectively. This distinction was achieved 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 Products of India (API) started manufacturing scooters in the country. Until

1958, API and Enfield were the sole producers. In 1948, Bajaj Auto began trading in

imported Vespa scooters and three-wheelers. Finally, in 1960, it set up a shop to

manufacture them in technical collaboration with Piaggio of Italy. The agreement expired

in 1971.

In the initial stages, the scooter segment was dominated by API, it was later overtaken by

Bajaj Auto. Although various government and private enterprises entered the fray for

scooters, the only new player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed to operate in India. It

was a complete seller market with the waiting period for getting a scooter from Bajaj

Auto being as high as 12 years.

The motorcycles segment was no different, with only three manufacturers viz Enfield,

Ideal Jawa and Escorts. While Enfield bullet was a four-stroke bike, Jawa and the

Rajdoot were two-stroke bikes. The motorcycle segment was initially dominated by

Enfield 350cc bikes and Escorts 175cc bike. The two-wheeler market was opened to

foreign competition in the mid-80s. And the then market leaders - Escorts and Enfield -

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

ventures. With the availability of fuel efficient low power bikes, demand swelled,

4

resulting in Hero Honda - then the only producer of four stroke bikes (100cc category),

gaining a top slot.

The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and

Hero Honda brought in the first two-stroke and four-stroke engine motorcycles

respectively. These two players initially started with assembly of CKD kits, and later on

progressed to indigenous manufacturing. In the 90s the major growth for motorcycle

segment was brought in by Japanese motorcycles, which grew at a rate of nearly 25%

CAGR in the last five years.

The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited

new entries and strictly controlled capacity expansion. The industry saw a sudden growth

in the 80s. The industry witnessed a steady growth of 14% leading to a peak volume of

1.9mn vehicles in 1990.

The entry of Kinetic Honda in mid-eighties with a variometric scooter helped in

providing ease of use to the scooter owners. This helped in inducing youngsters and

working women, towards buying scooters, who were earlier, inclined towards moped

purchases. In the 90s, this trend was reversed with the introduction of scooterettes. In line

with this, the scooter segment has consistently lost its part of the market share in the two-

wheeler market.

In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a

decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles.

Barring Hero Honda, all the major producers suffered from recession in FY93 and FY94.

Hero Honda showed a marginal decline in 1992.

The reasons for recession in the sector were the incessant rise in fuel prices, high input

costs and reduced purchasing power due to significant rise in general price level and

credit crunch in consumer financing. Factors like increased production in 1992, due to

new entrants coupled with the recession in the industry resulted in company either

reporting losses or a fall in profits. India is one of the very few countries manufacturing

5

three-wheelers in the world. The two wheeler population has almost doubled in 1996

from a base of 12.6mn in 1990.

2.2 TVS PROFILE

TVS Motor Company Ltd, the flagship company of TVS Group is the third largest two-

wheeler manufacturer in India. The company manufactures a wide range of two-wheelers

from mopeds to racing inspired motorcycles. The company is having their manufacturing

plants at Hosur in Tamilnadu, Mysore in Karnataka and Solan in Himachal Pradesh. They

are also having one unit located at Indonesia. Their subsidiaries include Sundaram Auto

Components Ltd, TVS Motor Company (Europe) BV, TVS Motor (Singapore) Pte Ltd,

PT TVS Motor Company, Indonesia, TVS Energy Ltd and TVS Housing Ltd. TVS Motor

Company Ltd is a part of Sundaram Clayton group in TVS group of companies. In the

year 1979, Sundaram-Clayton Ltd started Moped Division at Hosur to manufacture TVS

50 mopeds. In the year 1982, the company entered into a technical know-how and

assistance agreement with Suzuki Motor Co Ltd of Japan and in the year 1985, they

incorporated a new company Lakshmi Auto Components Pvt Ltd for the manufacture of

critical engines and transmission parts

In the year 1986, the company acquired the assets of the moped division from Sundaram

Clayton Ltd. Also, the name of the company was changed from Indo Suzuki Motorcycles

Ltd to TVS Suzuki Ltd. In the year 1992, they launched two modes of motor cycles

namely, Samurai and Shogun and in the year 1993, they launched TVS Scooty. During

1999-2000, TVS Suzuki Ltd was amalgamated with Sundaram Auto Engineers Ltd, an

unlisted group company which was incorporated in the year 1992. As per the scheme, all

the assets and liabilities of erstwhile TVS Suzuki Ltd together with all obligations and

contingent liabilities were vested in Sundaram Auto Engineers (India) Ltd with effect

from April 22, 1999. This merged entity was later renamed TVS Suzuki Ltd. The TVS

group and Suzuki Motor Corporation parted ways from their 15-year-old joint venture on

September 27, 2001. The shares held by the Suzuki Motor Corporation were acquired by

Anusha Investments Ltd, a wholly owned subsidiary of Sundaram-Clayton Ltd for Rs. 9

crore. Thus, the company became a subsidiary of Sundaram-Clayton Ltd with effect from

6

November 15, 2001. Since, Suzuki Motor Corporation ceased to be a shareholder of the

company, the company cannot use the word 'Suzuki' as the part of their name and hence

the name of the company was changed to TVS Motor Company Ltd.

During the year 2007-08, the company commenced commercial production from its

Nalagarh Plant located in Himachal Pradesh. They commenced their commercial

production from their state-of-the art plant located at Karawang in Indonesia and

launched TVS Neo, which is exclusively developed for the Indonesian market. During

the year, the company launched various new products and variants such as TVS Flame,

Apache RTR, StaR Sport, StaR City 110 cc, Scooty Teenz Electric, TVS Tru4 Oil. In

March 2008, the company launched their three wheeler, TVS King in two variants,

namely two stroke petrol and two stroke LPG. The company won the Team Tech 2007

Award of Excellence for Integrated use of Advanced Computer Aided Engineering

Technologies in product development. They also won the prestigious SAP ACE 2007

Awards for Customer Excellence in the Most Innovative Netweaver Category for several

SAP implementations that are put in place. In June 2008, the company entered into a

contract manufacturing arrangement with Mahabharat Motors Manufacturing Pvt Ltd

whereby TVS motor cycles will be manufactured at the latter's two-wheeler

manufacturing facility that is located on the outskirts of Kolkata. TVS would help

Mahabharat Motors to set up the factory and provides engineering support to them. The

production would commence from June 2009. During the year 2008-09, the company

launched Scooty Streak, a tough and trendy variant of Scooty Pep+ and Apache RTR RD,

premium segment motorcycle. Also, they launched their three-wheeler, TVS King in six

statesThus, Sundaram-Clayton Ltd became a subsidiary of T V Sundram Iyengar & Sons

Ltd. Consequent to this acquisition; the company also became the subsidiary of TVS with

effect from June 3, 2009.

During the year 2009-10, the company launched TVS JIVE and TVS Wego in the

market. They also launched a four stroke three-wheeler with superior features. They

commenced export of TVS Apache to Brazil.

7

2.3 COMPANY PROFILE

The chairman of Chinnasamy TVS Agencies is Mr. Chinnasamy, he started the company

in 1980. The Managing Director is Mr. C.Ramesh.

8

USHERING IN THE PERSONAL TRANSPORTATION REVOLUTION

1980 Launched TVS 50, India's first 2 seater 50 cc moped

1984 First Indian company to introduce 100 cc Indo - Japanese

motorcycles

1994 Launched India's First indigenous scooterette (sub - 100 cc

variomatic) - TVS Scooty

1996 Introduced India's first catalytic converter enabled motorcycle, the

110 cc Shogun

1997 Introduced India's first 5 speed motorcycle, Shaolin

2000 Launched India's first 150 cc, 4 stroke motorcycle - The Fiero

2001 Launched India's first fully indigenously designed and

manufactured motorcycle.

2004 Launched the revolutionary VT-I engine for the best in class

mileage in TVS Centra

2006 Launched TVS Apache - first bike to win 6 awards in a row

2007 Apache RTR - first two wheeler in India to have racing inspired

engine and features.

2008 TVS Flame, TVS Scooty Electric Vehicle and Three wheeler TVS

King launched.

2009 Scooty Streak, a tough and trendy variant of Scooty Pep+ and

Apache RTR RD, premium segment motorcycle .Also, they

launched their three-wheeler, TVS King in six states.

2010 TVS JIVE and TVS Wego

2011 ABS (Anti-lock Braking System) in their premium segment

motorcycle TVS Apache RTR 180

Chinnasamy TVS began with a vision to become a leading player in various fields of

engineering. This vision has put it on a consistent growth path. Today our group has

operations in variety of areas.

The very first business of our chairman was in auto mobile. The involvement of our

group in motor vehicles thus dates back to our formative years. In line with this strength,

our group has taken up the dealership of TVS auto, a well known producer of two-

wheelers for decades, which sells under the TVS brand name.

SHOWROOM & SERVICE

The range of models is displayed in an attractive showroom which is situated in

Krishnagiri. The showroom is managed by an able team of managers and sales personnel.

The unit has a modern high-technical service station, which meets the standards of TVS

auto, to facilitate after sales service, Maintenance and repairs of all TVS motor vehicles,

genuine spare parts are also available for customers. With the growth in demand for two

wheelers and introduction of advanced models, our dealership foresees a favorable future

in years to come.

2.4 PROFILE OF THE PRODUCT

The Chinnasamy TVS Company promoted the following brands due to the

demand in Krishnagiri district.

TVS Apache

TVS Flame

TVS Jive – The Clutch Free Wonder

TVS Star Sport

TVS Star City

TVS Apache

TVS Apache is a motorcycle launched by TVS Motors. TVS Apache is currently

available in four variants: Apache 150, Apache RTR FI 160, Apache RTR 160 and

9

http://en.wikipedia.org/wiki/TVS_Motors

Apache 180. In each model, RTR stands for "Racing Throttle Response." The RTR FI

160 retails at around Rs 70,000 Currently more than 250,000 Apaches are on road.

TVS Apache RTR 180 ABS, is the first of its kind in India, that includes the ABS

technology i.e. Anti-lock Brake System. The system would be a boon in situations which

demand hard braking or while driving on damp and slippery roads. It would help prevent

imminent wheel lock and any misbalances. The TVS Apache RTR 180 ABS has also

been fitted with a modern Hydraulic- Electronic Control Unit (HECU), supported by

speed sensing machinery

Technical Specifications

Displacement: 177.4cc

Engine: Single Cylinder, 4 Stroke

Power: 17.3bhp@8500rpm

Torque: 15.5Nm@6500rpm

Transmission: 5 Speed gears

Chassis: Double Cradle

Cooling: Air Cooling

Acceleration: 0 - 60 in 4.35 seconds

Fuel tank: 16 liters

Wheel base: 1326mm

Wheel type: 6 spoke Mage alloys

Safety Features

No wheel skidding

Better brake performance on wet roads)

Very safe regardless of driver skill

Rear Wheel Lift-off protection (RLP)

Independent control

TVS Flame

Design and Styling

10

The TVS calls their design approach for Flame as Delta edge. This is inspired by the

delta wing of fighter jets and features design cues with a triangular theme, like the arrow

shaped headlight. The turn indicator, named Trafficators by TVS is integrated to the fuel

tank scoops.

Comfort and Handling

The bike has a sporty stance and provides good handling but vibrations are present at

speeds above 80 km/h.

Performance and fuel economy

After the high court ruling, TVS launched the bike with a modified engine. The removal

of spark plug was accompanied by retuning of the engine with changed mapping and gear

ratios. The engine is developed and patented by AVL and is licensed to TVS. The bike

does the 0–60 km/h in 6.5 seconds and is capable of reaching a top speed of almost

100 km/h with a fuel economy of 79 kmpl for the single spark version. While the twin

spark version does the 0–60 km/h in 6.1 se conds and manages a top speed in excess of

100 km/h.

TVS Jive – The Clutch Free Wonder

TVS created waves in Indian Biking scenario when it announced its clutchless bike JIVE

in November last year, although its India’s second after Hero Honda Street, being it as

bike it sure did create a lot of waves. It raised many speculations as to how one can

actually ride a bike without having to use a clutch. Finally the bike hit the market and

bookings now open in all TVS showrooms across India. The bike looks similar to TVS

Star city and its next variant, the Sport. It has 5 spoke black alloy wheels and all black

treated engines. To be honest, the bike is not very eye catching in the looks department.

After the huge success of recently launched Apache RTR 180 & Flame SR125 and Flame

DS125 TVS India has tapped the market of gearless bikes with the launch of TVS Jive. It

is the first Indian two wheeler to feature automatic transmission. Jive comes with 4-speed

transmission but features a hand free gear R shift and it comes with T metric technology.

11

http://en.wikipedia.org/wiki/AVL_(Engineering_Firm)

http://en.wikipedia.org/wiki/Delta_wing

TVS Jive comes with gear Indicator and undersea space which can accommodate a bottle,

umbrella or any documents.

TVS Star Sport

TVS Sport from the house of Motors Company is a stylish, compact and affordable 100

cc motorcycle. Targeted at discerning urban motorcycle lovers, Sport offers sleek

contours and compact style. At the showroom, this bike costs around Rs. 37,000 with an

on-road price of around Rs. 42,250 at Ahmadabad. This includes standard ancillary

charges also. It is reported, Sport is available for lower prices in the capital city of Delhi,

while in Chennai the on road price of Star is quite high. Star Sport bike prices vary upon

the two-wheeler dealer's location.

TVS Star City

The all new TVS Star City looks stunning and seems as a new horse, thanks to its new

features and design cues. The bike has got sporty graphics, added features, aerodynamic

style and fuel efficient CVTi engine. TVS Star City has been gifted with bold and

beautiful front mask, it has body colour side panels that houses halogen type clear

headlamp. The mask has got aerodynamic black tinted wind screen; front turn indicator

are placed just either sides of the hood. TVS Star City has black colour rear view mirrors

mounted on handlebars

CHAPTER-3

12

RESEARCH METHODOLOGY

3.1 Definition

Research Methodology is a process by which the data are collected for the study from

various sources and they are processed, interpreted and analyzed using statistical tools to

derive useful information.

3.2 Research Designs

The researcher adopted the descriptive design for the study. Descriptive research

describes the state of affairs, as it is present, descriptive studies can be complex

demanding high degree of scientific skill on the part of researchers.

3.3 Data collection

The researcher collected two types of data namely.

Primary data

Secondary data

3.3.1 Primary data

Primary data is the data which is collected through observation or direct communication

with the respondent in one form or another. These are several methods for primary data

collection like Observation method, Interview method through schedule, through

questionnaires. The researcher collected data through questionnaire.

3.3.2 Secondary data

Secondary Data are those which have already been collected by someone else and which

have already been passed through statistical process. The researcher collected data from

Internet and Books.

3.4 Sample Unit

Target respondents for this study are customers of TVS two wheelers in Krishnagiri

town.

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3.5 Sample Size

A sample is a subset of population. Typically, the population is very large, making a

census or a complete enumeration of all the values in the population impractical or

impossible. In this study the sample size is 130.

3.6 Sampling Method

The sample items are chosen as per the researcher’s simple random method. The method

used is simple random sampling.

3.7 Tools used for Analysis

Simple Percentage Analysis

Correlation Coefficient

Chi square

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

Simple Percentage = ___________________ X 100

Sample size

Correlation

“The statistical tool with the help of which relationship between two or more than two

variables are studied is called correlation”

N ∑ XY – ( ∑ X) (∑ Y )

R =

N ∑ X2 - ( ∑ X ) 2 N ∑ Y2 - ( ∑ Y )2

Chi-Square test

14

Chi-square test is used when the set of observed frequencies obtained after

experimentation have to be supported by hypothesis or theory. The test is known as X2-

test of goodness of fit and is used to test if the deviation between observation

(experiment) and theory may be attributed to chance (fluctuations of sampling).

Here we have the assumption of H0 and H1. If the values come in accordance to the

depicted values then the hypothesis is accepted else it’s rejected.

S(O-E) 2

X2 = ——— where,

E

O = observed frequency

E = Expected frequency

3.8 Diagrams used for Analysis

Pie Chart

Column Chart

15

CHAPTER 4

ANAYSIS AND INTERPRETATION

Primary and secondary data were collected to conduct this study. Primary data were

collect through survey and personal discussion with customers. Secondary data were

collected from books, reports, brochures, internets, etc.

After the data has been collected from consumers it was then tabulated, edited and

analyzed in accordance with the scheme laid down for the purpose at the time of

developing the research plan. Percentage analysis and composite index was used for

analysis the data.

Editing of data is a process of examining the collected data. As a matter of fact editing

involves careful security of the complicated questionnaire or schedules. Editing is done

assure that the data are accurate, consistent with other facts gathered uniformly entered as

complete possible and been well arranged to facilitate coding and tabulation.

When a mass data has been assembled it becomes necessary for the researcher to arrange

the same in some kind of concise and logical order. This procedure is referred to as

tabulation. This tabulation is the process of summarizing the raw data and displaying the

same in compact from for further analysis.

16

TABLE - 4.1

TABLE SHOWING THE AGE WISE CLASSIFICATION OF THE

RESPONDENTS

SI. NO Age No. of Respondents Percentage

1 Below 25 years 39 30

2 26-35 58 45

3 36-45 26 20

4 Above 46 07 05

Total 130 100

(Source: Primary Data)

INFERENCE:

Out of 130 Respondents 30% are in the age group below 25 years, 45% are in the age

group 26 - 35 years and 20% are in the age group 36 - 45 and 5%are in the age group

above 46.

CHART - 4.1

CHART SHOWING THE AGE WISE CLASSIFICATION OF THE

RESPONDENTS

Below 25 years 26-35 36-45 Above 460

10

20

30

40

50

60

70

No. of RespondentsAGE

No.

of r

espo

nden

ts

17

TABLE-4.2

TABLE SHOWING THE EDUCATION-STATUS OF THE RESPONDENTS


INFERENCE:

Out of 130 Respondents 50% are having school level education, 10% of the respondents

are College and 34% of the respondents are Professionals and 6% of the respondents are

others.

CHART- 4.2

CHART SHOWING THE EDUCATION-STATUS OF THE RESPONDENTS

School Level College Professionals Others0

10

20

30

40

50

60

70

NO. OF RESPONDENTSEducational Status

No.

of r

espo

nden

ts

18

SI.

NO

EDUCATION

STATUS

NO. OF

RESPONDENTSPERCENTAGE

1 School Level 65 50

2 College 13 10

3 Professionals 44 34

4 Others 08 06

Total 130 100

TABLE-4.3

TABLE SHOWING THE OCCUPATION WISE CLASSIFICATION OF THE

RESPONDENTS

SI. NO OCCUPATIONNO OF


1 Students 9 7

2 Government Employees 26 20

3 Private Employees 33 25

4 Business man 41 32

5 Others 21 16

Total 130 100


INFERENCE:

Out of 130 Respondents 25% of them are private employees,20% of them were

Government employees. 32% of the respondents were Business man and16% of the

respondents were Others and 7% of the respondents were Students.

CHART - 4.3

CHART SHOWING THE OCCUPATION WISE CLASSIFICATION OF THE

RESPONDENTS

Students Government Employees

Private Employees Business man Others0

5

10

15

20

25

30

35

40

45

NO OF RESPONDENTSOCCUPATION

NO

. OF

RESP

ON

DEN

TS

19

TABLE - 4.4

TABLE SHOWING THE INCOME WISE CLASSIFICATION OF THE

RESPONDENTS

SI.NO INCOME PER MONTH NO. OF

RESPONDENTS

PERCENTAGE

1Below Rs 10000 28 22

2 RS 10001-20000 43 33

3 RS 20001-30000 50 38

4 Above 30001 09 07

Total 130 100


INFERENCE:

Out of 130 Respondents 73% earn below 10000, 16% of the respondents earn between Rs

10001 to 20000, 8% of the respondents earn between Rs 20001-30000 and 3% earn

above 30001.

CHART - 4.4

INCOME WISE CLASSIFICATION OF THE RESPONDENTS

22%

33%

38%

7%

% OF RESPONDENTS

Below Rs 10000RS 10001-20000RS 20001-30000Above 30001

TABLE - 4.5

20

TABLE SHOWING THE RESPONDENTS OWNED OTHER MOTOR CYCLE

PREVIOUSLY


INFERENCE:

The above table shows that 80% of the respondents had vehicle previously and 20% of

them does not have vehicle.

CHART - 4.5

CHART SHOWING THE RESPONDENTS OWNED OTHER MOTOR CYCLE

PREVIOUSLY

PERCENTAGE

Yes No

TABLE - 4.6

21

SI.NO USED NO OF RESPONDENTS PERCENTAGE

1Yes 104 80

2 No 26 20

Total 130 100

TABLE SHOWING THE PREVIOUS BRANDS OF MOTORCYCLE OWNED BY

THE RESPONDENTS


INFERENCE:

The above table shows that 11% of the respondents had Hero Honda and 26% of them

have suzuki and 15% of them had Yamaha and 14% of them had Bajaj and 34% of them

had TVS.

CHART - 4.6

CHART SHOWING THE SHOWING THE PREVIOUS BRANDS OF

MOTORCYCLE OWNED BY THE RESPONDENTS

Hero Honda Suzuki Yamaha Bajaj TVS 0

5

10

15

20

25

30

35

NO OF RESPONDENTSBRANDS

NO

. O

F R

ES

PO

ND

EN

TS

22

SI.NO CLASSIFICATION NO OF RESPONDENTS PERCENTAGE

1 Hero Honda 11 11

2 Suzuki 27 26

3 Yamaha 16 15

4 Bajaj 15 14

5 TVS 35 34

Total 104 100

TABLE - 4.7

TABLE SHOWING THE USAGE OF TWO WHEELER OWNED BY THE

RESPONDENTS PREVIOUSLY

SI.N

O

YEARS NO OF RESPONDENTS PERCENTAGE

1 Less than 1 year 02 01

2 1 year to 2 years 05 04

3 2 years to 3 years 10 08

4 Above 3 years 113 87

Total 130 100


INFERENCE

The above table shows that 1% of them owned nearly less than 1 year, 4% of them nearly

1 to 2 year, 8% of them nearly 2 to 3 year and 87% of them are above 3 years.

CHART-4

23

CHART SHOWING THE SHOWING THE USAGE OF TWO WHEELER

OWNED BY THE RESPONDENTS

Less than 1 year 1 year to 2 years 2 years to 3 years Above 3 years0

20

40

60

80

100

120

NO OF RESPONDENTSUSAGE

NO

. OF

RE

SPO

ND

EN

TS

TABLE-4.8

TABLE SHOWING THE REASON FOR PREFERRING TVS BIKES


INFERENCE:

The above table shows that 74% of the respondents prefer due to mileage and 7% of

them prefer due to model and 16% of them prefer due to comfortable price and 3% of

them prefer due to after sales service.

24

SI.NO REASON FOR

CHANGE

NO OF


1 Mileage 96 74

2 Model 09 7

3 Comfortable Price 21 16

4 After Sales Service 04 03

Total 130 100

CHART-4.8

CHART SHOWING THE REASON FOR PREFERRING TVS BIKES

Mileage Model Comfortable Price After Sales Service0

102030405060708090

100

NO OF RESPONDENTSPreference

No

. of

Res

po

nd

ents

TABLE-4.9

TABLE SHOWING THE DIFFERENT MODELS OF TVS OWNED BY THE

RESPONDENTS

SI.N

O

MODELS NO OF RESPONDENTS PERCENTAGE

1 Apache 31 24

2 Flame 02 01

3 Star city 49 38

4 Star sport 39 30

5 Jive 09 07

Total 130 100


INFERENCE:

The above table shows that 24% of the respondents have Apache and 1% of them have

Flame and 38% of them have Star city and 30% of them have Star sport and 7% of them

have Jive.

CHART- 4.9

25

CHART SHOWING THE DIFFERENT MODELS OF TVS OWNED BY THE

RESPONDENTS

Apache Flame Star city Star sport Jive0

10

20

30

40

50

60

NO OF RESPONDENTSMODELS

NO

. OF

RESP

ON

DEN

TS

TABLE - 4.10

TABLE SHOWING THE SOURCE OF AWARENESS ABOUT THE TVS

SI.NO SOURCES NO OF RESPONDENTS PERCENTAGE

1 Advertisement 59 45

2 Friends and Relatives 44 34

3 Experts 21 16

4 Sales Man 06 05

Total 130 100


INFERENCE:

The above table shows that 34% of the respondents came to know through friend and

relatives and 16% of the respondents are recommended by the mechanics and 5% are

recommended by the sales man.

CHART-4.10

26

CHART SHOWING THE SOURCE OF AWARENESS ABOUT THE TVS

Advertisement Friends and Relatives Experts Sales Man0

10

20

30

40

50

60

70

NO OF RESPONDENTSSOURCE OF AWARENESS

NO

. OF

RESP

ON

DEN

TS

TABLE-4.11

TABLE SHOWING THE MEDIUM OF ADVERTISEMENY ABOUT TVS

SI.NO ADVERTISEMENT NO OF RESPONDENTS PERCENTAGE

1 Newspaper 61 47

2 Magazine 03 02

3 Television 26 20

4 Banners 17 13

5 Others 23 18

Total 130 100


INFERENCE:

The above table shows that 47% of the respondents are attracted by newspaper and 2% of

the respondents are attracted by the magazine and 20% are attracted by television.

CHART - 4.11

CHART SHOWING THE MEDIUM OF ADVERTISEMENY ABOUT TVS

27

NewspaperMagazine

TelevisionBanners

Others

61

3

26

17 23

NO OF RESPONDENTS ADVERTISEMENTS

NO

. OF

RESP

ON

DEN

TS

TABLE-4.12

TABLE SHOWING THE REASONS FOR PURCHASE OF TVS TWO

WHEELERS

SI.NO REASON FOR

PURCHASE

NO OF


1 Stylish 18 14

2 Brand image 65 50

3 Advertisement 06 05

4 Pick up 19 15

5 Credit Facilities 13 10

6 Availability of Spares 06 04

7 Choice of colors 03 02

28

Total 130 100


INFERENCE:

The above table shows that 50% of the respondents had purchased TVS two wheelers for

its brand image, 15% of the respondents had taken for its pick up and 14% of the

respondents buy due to its stylish. 5% of the respondents purchase the TVS bikes due to

advertisement, 10% of the respondents buy due to the credit facilities available and 2% of

the respondents buy due to choice of colors available.

CHART - 4.12

CHART SHOWING THE REASONS FOR PURCHASE OF TVS TWO

WHEELERS

stylish

brand im

age

advertisem

entpick

up

credit f

acilities

availab

ility of sp

ares

choice of co

lors

0

10

20

30

40

50

60

70

no of respondentsREASON FOR PURCHASE

NO. O

F RES

POND

ENTS

29

TABLE-4.13

TABLE SHOWING THE PERIOD OF PURCHASING TVS


INFERENCE:

The above table shows that 59% of the respondents bought their vehicle in ordinary

season and 26% of the respondents bought their vehicle in exchange and 15% of the

respondents bought their vehicle in during special scheme.

CHART-4.13

CHART SHOWING THE PERIOD OF PURCHASING TVS

30

SI.NO PERIODOF

PURCHASE

NO OF


1 Special Scheme 19 15

2 Ordinary season 77 59

3 Exchange by

Vehicle

34 26

Total 130 100

NO OF RESPONDENTS

Special Scheme

Ordinary season

Exchange by Vehicle

TABLE-4.14

TABLE SHOWING THE MODE OF PAYMENT BY THE RESPONDENT


INFERENCE:

The above table shows that 85% of the respondents buy through installment and 15% of

them buy through ready cash.

CHART-4.14

THE MODE OF PAYMENT BY THE RESPONDENT

31

SI.N

O

MODE OF

PAYMENTNO OF RESPONDENTS PERCENTAGE

1 Installment 110 85

2 Ready cash 20 15

Total 130 100

NO OF RESPONDENTS

InstallmentReady cash

TABLE-4.15

TABLE SHOWING THE SOURCE OF FINANCE TO THE RESPONDENTS

Sl. No.SOURCE OF

FINANCENO OF


1 Personal Saving 19 15

2 Loan From Bank 28 21

3 Loan From Office 71 55

4 Private Financial Institution

12 09

Total 130 100


INFERENCE:

The above table shows that 15% of the respondents had source of finance through

personal saving and 9% arranged through private finance institution. From the above

table we can infer that 55% of respondents had source of finance through office.

CHART-4.15

32

THE SOURCE OF FINANCE TO THE RESPONDENTS

Personal Saving Loan From Bank Loan From Office Private Financial Institution0

10

20

30

40

50

60

70

80

SOURCE OF FINANCE

NO

. OF

RESP

ON

DEN

TS

TABLE-4.16

TABLE SHOWING THE KILOMETERS TRAVELLED BY THE

RESPONDENTS PER DAY


INFERENCE

The above table shows that 2% of them travel less than 10 km, 13% of them travel nearly

10 to 15 km, 15% of them travel nearly 16 to 20 km.

CHART-4.16

33

Sl. No. KILOMETERS NO OF RESPONDENTS PERCENTAGE

1 Less than 10 km 03 02

2 10 km to 15 km 17 13

3 16 km to 20 km 19 15

4 Above 20 km 91 70

Total 130 100

CHART SHOWING THE KILOMETERS TRAVELLED BY THE

RESPONDENTS PER DAY

NO OF RESPONDENTS

Less than 10 km 10 km to 15 km 16 km to 20 km Above 20 km

TABLE-4.17

TABLE SHOWING THE APPROXIMATE MILEAGE GIVEN PER LITER


INFERENCE

The above table shows that 20% of the respondents two wheeler give mileage below 50

km, 31% of them respondents two wheeler give mileage nearly 51 to 60 km and 46% of

the respondents two wheeler give mileage nearly 61 to 70 km.

CHART-4.17

CHART SHOWING THE APPROXIMATE MILEAGE GIVEN PER LITER

34

Sl. No.KILOMETERS NO OF


1 Below 50 km 26 20

2 51 to 60 km 40 31

3 61 to 70 km 60 46

4 Above 71 km 04 03

Total 130 100

Below 50 km 51 to 60 km 61 to 70 km Above 71 km 0

10

20

30

40

50

60

MILEAGE PER LITRE

NO

. OF

RESP

ON

DEN

TS

TABLE 4.18

TABLE SHOWING THE RESPONDENTS SATISFACTION TOWARDS

MILEAGE

SI.N

O

PARTICULARS NO OF

RESPONDENTS

PERCENTAGE

1 Highly Satisfied 81 62

2 Satisfied 49 38

3 NSNDS - -

4 Dissatisfied - -

5 Highly Dissatisfied - -

Total 130 100


INFERENCE:

The above table shows that 62% of the respondents are highly satisfied, 38% of the

respondents are satisfied.

CHART-4.18

35

CHART SHOWING THE RESPONDENTS SATISFACTION LEVEL TOWARDS

MILEAGE

highly satisfied satisfied nsnds dissatisfied highly dissatisfied0

10

20

30

40

50

60

70

80

90

PARTICULARS

NO

.OF

RESP

ON

DEN

TS

TABLE 4.19

TABLE SHOWING THE RESPONDENTS SATISFACTION TOWARDS SPEED & PICKUP

Sl. No.PARTICULARS NO OF



2 Satisfied 91 70

3 NSNDS 14 11

4 Dissatisfied 10 08

5 Highly Dissatisfied 03 02

Total 130 100


INFERENCE:

The above table shows that 9% of the respondents are highly satisfied, 70% of the

respondents are satisfied and 11% of the respondents are neither satisfied nor dissatisfied.

36

CHART - 4.19

CHART SHOWING THE RESPONDENTS SATISFACTION TOWARDS SPEED & PICKUP

Highly Satisfied Satisfied Nsnds Dissatisfied Highly Dissatisfied0

10

20

30

40

50

60

70

80

90

100

PARTICULARS

NO

. OF

RESP

ON

DEN

TS

TABLE 4.20


SAFETY MEASURES

Sl. No.

PARTICULARS NO OF RESPONDENTS

PERCENTAGE


2 Satisfied 49 38

3 NSNDS 33 25



Total 130 100


INFERENCE:

Out of 130 respondents, 18 respondents are highly satisfied with the safety measures, 20

respondents are satisfied with the safety measures, 22 respondents are neither satisfied

nor dissatisfied and 9 respondents are dissatisfied.

37

CHART - 4.20

CHART SHOWING THE RESPONDENTS SATISFACTION TOWARDS SAFETY MEASURES


101520253035404550

Column1

PARTICULARS

NO

. OF

RESP

ON

DEN

TS

TABLE 4.21


ENGINE PERFORMANCE

SI.N

O

PARTICULARS NO OF

RESPONDENTS

PERCENTAGE


2 Satisfied 20 15

3 NSNDS 22 17

4 Dissatisfied 9 07


Total 130 100


INFERENCE:

Out of 130 respondents, 79 respondents are highly satisfied with the engine performance,

20 respondents are satisfied with the engine performance, 22 respondents are neither

satisfied nor dissatisfied and 9 respondents are dissatisfied.

CHART - 4.21

38

CHART SHOWING THE RESPONDENTS SATISFACTION TOWARDS

ENGINE PERFORMANCE


10

20

30

40

50

60

70

80

no of respondents

PARTICULARS

NO

> O

F RE

SPO

ND

DEN

TS

TABLE 4.22

TABLE SHOWING THE RESPONDENTS SATISFACTION TOWARDS PRICE

SI.NO PARTICULARS NO OF

RESPONDENTS

PERCENTAGE


2 Satisfied 46 35

3 NSNDS 22 17



Total 130 100


INFERENCE:

Out of 130 respondents, 38 respondents are highly satisfied with the price, 46

respondents are satisfied with the price, 22 respondents are neither satisfied nor

dissatisfied and 19 respondents are dissatisfied. While remaining 5 respondents are highly

dissatisfied.

39

CHART - 4.22

CHART SHOWING THE RESPONDENTS SATISFACTION TOWARDS PRICE

highly satisfied satisfied neutral dissatisfied highly dissatisfied0

10

20

30

40

50

60

70

80

no of respondentsSeries2Column1

PARTICULARS

NO

> O

F RE

SPO

ND

ENTS

TABLE 4.23


BREAK SYSTEMS


RESPONDENTS

PERCENTAGE


2 Satisfied 52 40

3 NSNDS 35 27



Total 130 100


INFERENCE:

Out of 130 respondents, 20 respondents are highly satisfied with the break systems, 52

respondents are satisfied with the break systems, 35 respondents are neither satisfied nor

dissatisfied and 23 respondents are dissatisfied. While remaining 5 respondents are highly

dissatisfied.

40

CHART - 4.23

CHART SHOWING THE RESPONDENTS SATISFACTION TOWARDS BREAK

SYSTEMS


10

20

30

40

50

60

respondents

PARTICULARS

NO

. OF

RE

SPO

ND

ENTS

TABLE - 4.24


VEHICLE APPEARANCE

SI.N

O

PARTICULARS NO OF

RESPONDENTS

PERCENTAGE


2 Satisfied 47 36

3 NSNDS 34 26



Total 130 100


INFERENCE:

Out of 130 respondents, 5 respondents are highly satisfied with the vehicle appearance,

47 respondents are satisfied with the vehicle appearance, 34 respondents are neither

satisfied nor dissatisfied and 30 respondents are dissatisfied. While remaining 14

respondents are highly dissatisfied.

41

CHART - 4.24


VEHICLE APPEARANCE

TABLE - 4.25


MODELS


RESPONDENTS

PERCENTAGE


2 Satisfied 52 40

3 NSNDS 39 30



Total 130 100


INFERENCE:

Out of 130 respondents, 22 respondents are highly satisfied with the models, 52

respondents are satisfied with the models, 39 respondents are neither satisfied nor

dissatisfied and 17 respondents are dissatisfied.

42


5

10

15

20

25

30

35

40

45

50

NO OF RESPONDENTS

PARTICULARS

NO

. OF

RES

PO

ND

ENTS

CHART - 4.25


MODELS


10

20

30

40

50

60

no of respondents

PARTICULARS

NO

. OF

RESP

ON

DEN

TS

TABLE 4.26


RESALE VALUE


RESPONDENTS

PERCENTAGE


2 Satisfied 30 23

3 NSNDS 32 25



Total 130 100


INFERENCE:

Out of 130 respondents, 6 respondents are highly satisfied with the resale value, 30

respondents are satisfied with the resale value, 32 respondents are neither satisfied nor

43

dissatisfied and 28 respondents are dissatisfied. While remaining 22 respondents are

highly dissatisfied.

CHART - 4.26


RESALE VALUE


5

10

15

20

25

30

35

40

no of respondents

PARTICULARS

NO

. OF

RES

PO

ND

ENTS

TABLE-4.27

TABLE SHOWING THE OVERALL PERFORMANCE OF TVS

SI.N

O

PARTICULARS NO OF

RESPONDENTS

PERCENTAGE


2 Satisfied 48 37

3 NSNDS 20 15



Total 130 100


INFERENCE:

The above table shows that 29% of the respondents are highly satisfied with the overall

performance of TVS, 37% of the respondents are satisfied with the overall performance

of TVS and 14% of the respondents are dissatisfied with the overall performance of TVS.

44

CHART-4.27

OVERALL PERFORMANCE OF TVS


10

20

30

40

50

60

NO OF RESPONDENTS

PARTICULARS

NO

. OF

RESP

ON

DEN

TS

TABLE-4.28

TABLE SHOWING THAT RESPONDENTS WOULD TELL THEIR FRIENDS

TO BUY TVS


INFERENCE

The above table shows 74% of the respondents would recommend their friends to buy

TVS and 26% will not recommend.

CHART-4.28

45

SI.NO USED NO OF RESPONDENTS PERCENTAGE

1 Yes 96 74

2 No 34 26

Total 130 100

CHART SHOWING THAT RESPONDENTS WOULD TELL THEIR FRIENDS

TO BUY TVS

NO OF RESPONDENTS

Yes No

TABLE- 4.29

The table shows the cross tabulation between the income and mileage

Mileage

Income

Highly satisfied Satisfied Total

Below Rs.10000 13 15 28

Rs.10001-20000 29 14 43

Rs.20001-30000 31 19 50

Above Rs.30000 8 1 09

TOTAL 81 49 130

Applying correlation coefficient method for the above table and the analysis is followed:

X Y X2 Y2 XY

46

13 15 169 225 195

29 14 841 196 406

31 19 961 361 589

8 1 64 1 8

∑ X=81 ∑y=49 ∑x2 = 2035 ∑y2 = 783 ∑xy = 1198

Correlation coefficient formula

N ∑ xy – (∑ x) (∑ y )

R =

N ∑ x2 - ( ∑ x ) 2 N ∑ y2 - ( ∑ y )2

= ( 4* 1198) - (81*49)

(4*2035) - (81)2 (4* 783) - (49)2

= 4792 – 3969

(8140 - 6561) * (3132 – 2401

= 823

1579 * 731

= 823

1074.5

47

= 0.766

Inference:

Based on the above analysis the calculated correlation coefficient value is + 0.766 that is +ve correlation coefficient. Hence there is significant relationship between income and mileage.

TABLE-4.30

Chi-Square Test

Null hypothesis There is no relationship between age and model for choosing the bikes.

Alternative hypothesis

There is relationship between age and model for choosing the bikes.

Descriptive Statistics

N Mean

Std.

Deviation

Minimu

m

Maximu

m

age 130 2.0077 .84904 1.00 4.00

model 130 2.9462 1.24708 1.00 5.00

Test Statistics

48

Age ModelChi-Square(a,b) 42.615 61.077Df 3 4Asymp. Sig. .000 .000Monte Carlo Sig.

Sig. .000(c) .000(c)95% Confidence Interval

Lower Bound

.000 .000

Upper Bound

.000 .000

Inference

The significant value is less than 0.05 so null hypothesis is rejected. There is a

significant relationship between age and model for choosing the bikes.

CHAPTER 5

5.1 FINDINGS

During this research project I came in to contact with many customers who are

having bikes. It has been found that in TVS mostly the customers are having Star

city while the ratio of the customers using Apache, Star sport and other bikes are

comparatively low. The maximum numbers of customers that are using these

bikes fall in the income group of below 10000.

It is observed that the awareness of TVS bikes mostly comes from

advertisements, friends and relatives. Out of the sample size of 130 customers, 59

customers agree with the fact that advertisements play a very significant role in

influencing their behavior to choose the bike. On the other hand 44 customers

have the awareness from friends and relatives. While 21 customers have

awareness from the experts and 6 customers have awareness from salesman.

When the customers are asked that are they satisfied with the performance of their

bikes then most of them agrees to the fact. Out of the sample size of 130

49

customers, 58 customers say that they are satisfied with the performance of their

bikes. On the other hand 28 customers are dissatisfied with the performance of the

bikes that they are having and 38 customers are highly satisfied. While remaining

6 customers are highly dissatisfied with the performance of the bike. In TVS bike

the economic price of the bikes influences the buying behavior of the customers.

It is observed that in rating of different features of TVS bikes people give

maximum rating to the brand image. At the second level they give their rating to

the pickup. At the third level they rate mileage. And at the fourth level they give

points to credit facilities. At last they rate choice of color.

5.2 SUGGESTION

1. TVS should introduce some more models having more engine power.

2. TVS should think about fuel efficiency in case of upper segment bikes.

3. More service centers should be opened.

4 Maintenance cost and availability of the spare parts should also be given importance.

5. They should introduce some good finance and discount schemes for customers.

6. The price should be economic.

7. The resale value should be increased.

8. New technology should be applied according to the requirement of the customer.

5.3 CONCLUSION

50

The researcher conducted the survey regarding consumer behaviour towards TVS bikes

in Krishnagiri town. The study shows that most of the customers are satisfied with the

overall performance of the TVS. Apache bike is purchased by the young generation

because they prefer stylish look and rest of the models are purchased more by daily users

who needs performance than elegant look. Customers are highly satisfied with the

mileage of TVS bikes.

51

project on marketing

Business

consumers behaviour

behaviour of consumers

problem consumer behaviour

position of tvs bikes

consumers opinion of

satisfaction of consumer

consumer oriented

individuals consumer