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A
MAJOR RESEARCH REPORT
ON
A STUDY ON CONSUMER PREFERENCE OF TVS MOTORCYCLE
At
For The Partial Fulfillment of PGDM (SS)
2012-14
SUBMITTED TO :- SUBMITTED BY:- CHAIRPERSON VIKRANT SINGH JADON PGDM (SS) PGDM(SS) IV SEMESTER
DECLARATION
This is to declare that the MAJOR RESEARCH REPORT has been accomplished by me and being submitted
in partial fulfillment of requirement for the award of the Degree PGDM (SS) Indian Institute Of Tourism &
Travel Management Gwalior . The work has not been submitted by me anywhere else for the award of any
degree or diploma. All source of information are based on my on experience and learning.
Date: VIKRANT SINGH JADON
Place: PGDM(SS) IV SEMESTER
ACKNOWLEDGEMENT
It is great pleasure for me to put on record my appreciation and gratitude towards Placement
and Training Coordinator of Indian Institute Of Tourism & Travel Management Gwalior My special
thanks to my respected faculty MR, Khusrow for him valuable support and suggestions for the
execution of MAJOR RESEARCH REPORT. I thank her for the right direction and providing
inputs for the completion of my MAJOR RESEARCH REPORT project.
Date: VIKRANT SINGH JADON
Place: PGDM(SS) IV SEMESTER
EXECUTIVE SUMMARY
For the past three months I have been working on this project assigned to me as a part of fulfillment of the MBA program. A
study was carried out to know the consumer preference of TVS motorcycle. There was a specific reason to choose TVS as the
brand in my research as it is the one that is not very popular amongst consumers and also internationally the organization does
not operate on such a large scale. Primary data was collected through a structured questionnaire from TVS customers in
Aundh, Pune. According to the feedback provided by various customers of the organization further interpretations and analysis
were made using graphs and tables. The report also throws a light on the automobile and 2-whellers sector in India. Finally at
the end of the report suitable recommendations and suggestions have been provided to make the study more comprehensive.
INTRODUCTION OF THE STUDY
Marketing is societal process by which individuals and groups obtain what they need and want through creating offering and freely
exchanging products and services of value with others. Markets can be classified in many ways, namely local market, national
market and international market. Marketing is a process by means of which goods and services can be exchanged. On the other hand
marketing is a wider and more comprehensive term. It includes the whole process of distribution. Marketing is the business process
by which products are matched with the market and through which transfer of ownership is affected.
Marketing has changed dramatically, evolving from the old fashioned concept of simply providing the goods and making it
available for consumer to be day’s highly competitive marketing strategies.
What is Customer
o A customer is not dependent on us, we are dependent on him.
o A Customer is not an interruption of our work. He is her purpose if it we are not doing a favour by giving us the
opportunity to do so.
o A customer is not someone to argue or match with. Nobody ever won an argument with a customer.
o A customer is a person who brings us his wants it is our job to handle them profitably to him and to ourselves.
Today more companies are recognizing the importance of satisfying and retaining customer. Satisfied customer constitutes the
company’s relationship capital. If the company were to be sold, the acquiring company would have to pay not only for the plant and
equipment and the brand name, but also for the delivered customer base, namely the number and value of the customer who would
do business with the new firm.
Advantage of the consumer
Brand goods are generally of good quality because brand owners try to maintain quality in order to secure stronger market position.
Since branded goods are produced on mass scale are readily available the customer not face and hard ship in purchasing the
products. Prices of branded goods are uniform thought out the country.
Brand
A brand is name, term symbol or design to identify the goods or service and to differentials them those of the competitions. A
brand identifies the products for a buyer.
Brand name
A brand name consists of words, letter and 10% numbers which may be vocalized and refers to products.
Brand equity
Brand equity is what marketing is all about and maintains it is probably the most important task for any company. It is identity that
includes all the assets that you build around a product to convert it into a head brand. After the entire customer buys brands
products.
Brand image
Every brand image is partially designed formal product image the product image relates to the fundamental aims and satisfied with
the consumers find in a particulars product. Brand image and product image must conform to each other in the long run.
Brand preference
Brand preference means liking at one brand rather than another. In other words, brand preference is “The prior right, favored
position, better liking given to a particular brand of product.”
Consumer behavior
According to Webster, “buyer behavior is all psychological, social and physical behavior of potential customer as they became
aware of evaluate purchase consumer and tell other people about products and services. If follows the buyer from awareness
through to post purchase evaluation. It includes communication purchasing, and consumption behavior. Consumer behavior helps as
to understand the purchase behavior and preference of different consumers.
Manufactures and service companies who brand their products must choose which brand names to use. Four strategies are available:
Individual names.
Blanket family names.
Separate family names for all products.
Corporate name combined with individual product names.
Once a company decides on its brands name strategy it faces the task of choosing a specific brand name. The company could choose
the name of a person location quality, lifestyle or an artificial name. Companies need to periodically audit their brands strengths and
weaknesses companies will occasionally discover that it may have to reposition the brand because of changing customer preference
or new competitors.
INTRODUCTION OF THE INDUSTRY
HISTORY
A motorcycle can be described as a bicycle or tricycle propelled by an internal-combustion engine (or, less often, by an electric
engine). The motors on bikes, scooters, and mopeds, or motorized velocipedes, are usually air-cooled and range from 25 to 250
cubic cm (1.5 to 15 cubic inches) in displacement; the multiple-cylinder motorcycles have displacements of more than 1,300 cubic
cm.
The automobile was the reply to the 19th-century dream of self-propelling the horse-drawn carriage. Similarly, the invention of the
motorcycle created the self-propelled bicycle. The first commercial design was a three-wheeler built by Edward Butler in Great
Britain in 1884. This employed a horizontal single-cylinder gasoline engine mounted between two steerable front wheels and
connected by a drive chain to the rear wheel.
The 1900s saw the conversion of many bicycles, or pedal cycles by adding small, centrally mounted spark ignition engines. There
was then felt the need for reliable constructions. This led to road trial tests and competition between manufacturers. Tourist Trophy
(TT) races were held on the Isle of Man in 1907 as reliability or endurance races. Such were the proving ground for many new ideas
from early two-stroke-cycle designs to supercharged, multivalve engines mounted on aerodynamic, carbon-fibre reinforced
bodywork.
INVENTION OF TWO WHEELERS
The invention of the first two-wheeler is a much-debated issue. "Who invented the first motorcycle?" may seem like a simple
question, but the answer is quite complicated. Two-wheelers owe their descent to the "safety" bicycle, i.e., bicycles with front and
rear wheels of the same size, with a pedal crank mechanism to drive the rear wheel. Those bicycles, in turn descended from high-
wheel bicycles. The high-wheelers descended from an early type of pushbike, without pedals, propelled by the rider's feet pushing
against the ground. These appeared around 1800, used iron-banded wagon wheels, and were called "bone-crushers," both for their
jarring ride, and their tendency to toss their riders.
Gottlieb Daimler (who later teamed up with Karl Benz to form the Daimler-Benz Corporation) is credited with building the first
motorcycle in 1885, one wheel in the front and one in the back, although it had a smaller spring-loaded outrigger wheel on each
side. It was constructed mostly of wood, the wheels were of the iron-banded wooden-spoked wagon-type, it definitely had a "bone-
crusher" chassis! This two-wheeler was powered by a single-cylinder Otto-cycle engine, and may have had a spray-type carburetor.
(Wilhelm Maybach, Daimler's assistant, was working on the invention of the spray carburetor at the time). If two wheels with steam
propulsion can be called a motorcycle, then the first one may have been American.
One such machine was demonstrated at fairs and circuses in the eastern US in 1867. This was built by one Sylvester Howard Roper
of Roxbury, Massachusetts. There is an existing example of a Roper machine, dated 1869. A charcoal-fired two-cylinder engine,
whose connecting rods directly drive a crank on the rear wheel, powers it. This machine predates the invention of the safety bicycle
by many years, so its chassis is also based on the "bone-crusher" bike.
ORIGIN OF MOTOR-SCOOTERS
Edward Butler, an Englishman, built the first motor tricycle in 1884. The first gasoline-engine motorcycle to appear publicly was
built by Gottlieb Daimler, of Bad Cannstatt, Germany, in 1885. The first practical engines and motorcycles were designed by the
French and Belgians, followed by British, German, Italian, and American makers.
The popularity of the vehicle grew, especially after 1910. During World War I the motorcycle was used by all branches of the
armed forces in Europe, principally for dispatching. After the war it enjoyed a sport vogue until the Great Depression began in
1929. After World War II a revival of interest in
motorcycles lasted into the late 20th century, with the vehicle being used for high-speed touring and sport competitions.
The practice of attaching auxiliary engines to bicycles in western Europe and parts of the United States led to the development
during the 1950s of a new type of light motorcycle, the moped. Originating in Germany as a 50-cubic-centimeter machine with
simple controls and low initial cost, it was largely free of licensing and insurance regulations except in Great Britain. The more
sophisticated motor scooter originated in Italy soon after World War II, led by manufacture of a 125-cubic-centimeter model.
Despite strong competition from West Germany, France, Austria, and Britain, the Italian
scooters maintained the lead in the diminishing market. The scooter has small wheels from 20 to 36 cm (8 to 14 inches) in diameter,
and the rider sits inside the frame. Power units are placed low and close to the rear wheel, which is driven by bevel gearing or chain.
Capacities vary from 50 to 225 cubic cm, and four-speed gearing is common.
Most of the development during this earliest of eras concentrated on three and four-wheeled designs, since it was complex enough
to get the machines running without having to worry about them falling over. The next really notable two-wheeler was the Millet of
1892. It used a 5-cylinder engine built as the hub of its rear wheel. The cylinders rotated with the wheel, and its crankshaft
constituted the rear axle.
The first really successful production two-wheeler though, was the Hildebrand & Wolfmueller, patented in Munich in 1894. It had a
step-through frame, with its fuel tank mounted on the downtube. The engine was a parallel twin, mounted low on the frame, with its
cylinders going fore-and-aft. The connecting rods connected directly to a crank on the rear axle, and instead of using heavy
flywheels for energy storage between cylinder-firing, it used a pair of stout elastic bands, one on each side outboard of the cylinders,
to help out on the compression strokes. It was water-cooled, and had a water tank/radiator built into the top of the rear fender.
In 1895, the French firm of DeDion-Buton built an engine that was to make the mass production and common use of motorcycles
possible. It was a small, light, high revving four-stroke single, and used battery-and-coil ignition, doing away with the troublesome
hot-tube. Bore and stroke figures of 50mm by 70mm gave a displacement of 138cc. A total loss lubrication system was employed to
drip oil
into the crankcase through a metering valve, which then sloshed around to lubricate and cool components before dumping it on the
ground via a breather.DeDion-Buton used this 1/2 horsepower powerplant in roadgoing trikes, but the engine was copied and used
by everybody, including Indian and Harley-Davidson in the U.S. Although a gentleman named Pennington built some machines
around 1895 (it's uncertain whether any of them actually ran), the first US production motorcycle was the Orient-Aster, built by the
Metz Company in Waltham, Massachusetts in 1898. It used an Aster engine that was a French-built copy of the DeDion-Buton, and
predated Indian (1901) by three years, and Harley-Davidson (1902) by four.
PROFILE OF THE COMPANY
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.
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 centre trough technically quite
advance has failed to generate any fire on the sales chart. 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.
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 unit 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 2006, 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 seater 50cc moped, TVS 50 in August 1980.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 cycle 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
Acknowledged by the Japanese for quality
TVS motor company has been awarded the prestigious and converted Deming prize, institute by jose. 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.
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 honoured with doctorate in science by university of warwick united kingdom.
Present condition of the company
• Largest automotive components manufacturing group in India.
• Joint venture with world leaders.
• Diversified in to customer durable, computer peripherals
• Two wheelers Sales turnover of Rs. 75000 crores.
IMPORTANCE OF THE STUDY
In this competitive modern age, where different qualities and types of goods exist, branching 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.
Consumer is aware of 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.
OBJECTIVES OF THE STUDY
Primary objectives
To find out the factors behind the customer preference for TVS two wheelers.
Secondary objectives
1. To know the awareness about TVS vehicles among the vehicles users.
2. To find out the opinion of the respondents regarding TVS vehicles like cost price, mileage and maintenance cost and gear opinion
of their vehicles.
3. To study the importance criteria the consumer looks for the product performance.
4. To analyze the service rendered and level of consumer satisfaction through delivery process.
RESEARCH METHODOLOGY
Meaning of research
Research is common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search
for pertinent information on a specific topic. In fact research is an art of science investigation.
Definition
The advances learners dictionary of current English lays down the meaning of research as “a careful investigation or inquiry
through search for new facts in any branch of knowledge.REDMAN and MORY define research as “a systematical effort to gain
new knowledge”.
Research design
The research design is the determination and statement of general research approach of strategy adopted for the particular product. It
is the heart of the planning which the design adheres to the research objected which will ensure that the needs will be served.
Descriptive adoptive has been followed in the study as it is invested to produce accurate descriptive of various relevant to the
decision faced without demonstrating that some relationship exist within variable. It is used to measure the behavior variables of
people of subject who are under the study.
Area of the study
The area of the study is TVS two wheeler vehicles users in Aundh, Pune city.
Methods of data collection
A questionnaire used as data collection pool the researcher interviews the respondents. Respondents in the questionnaire filled
information.
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 internet.
Analysis
Analysis is done on the basis of sample percentage and statistical analysis.
Sampling technique
There are two sampling techniques. They are probability sampling non probability sampling. In this study the research had adopted
convenient sampling.
Sampling size
Sampling size taken from the study is 130 respondents.
Statistical tools used
1. Simple Percentage Analysis
2. Chi –Square test.
1. 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.
2. Chi – Square Analysis test
It is useful to determine the sign can’t relationship between the two variables. The formula is used for chi-square test.
Where, o- Observed frequency
e-Expected frequency
Expected frequency is calculated as follows
Degree of freedom = (r-1) X(c-1)
Where,
r - Number of rows
c - Number of columns.
FINDINGS AND ANALYSIS
TABLE NO.1
TABLE SHOWING AGE GROUP OF THE RESPONDENTS
Age No. of respondents
20-30 55
30-40 36
40-50 25
50-60 14
TOTAL 130
Interpretation
The above table shows that 42%of the respondents are between the age group of 20-30, 28% of the respondents between the age 30-
40, 19% of the respondents between the age 40-50, and 11% of the respondents between the age 50-60.
TABLE NO.2
TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS
Interpretation
From the above table it can be analysis that above 58% of the respondents are occupied in private employee, 15% of the
respondents are business man, 11% of the respondents are government employees, , 8% of the respondents students,8% of the
respondents others.
Occupation No. of Respondents
Private Employee 75
Government Employee 15
Businessman 20
Student 10
Others 10
TOTAL 130
TABLE NO.3
TABLE SHOWING THE NUMBER OF FAMILY MEMBERS
No. of Family Members No. of Respondents
1-2 10
2-4 65
4-6 50
6 and above 5
Total 130
Interpretation
The above table shows that 50% of the respondents have a 2-3 family members using the vehicle. 38% of the respondents have a 4-
6 family members, 8% of the respondents have a 1-2 family members using the vehicle, 4% of the respondents have a 6 and above
family members.
TABLE NO.4
TABLE SHOWING THE MONTHLY INCOME OF THE RESPONDENTS.
Income No. of respondents
3000-5000 44
5001-7000 37
7001-9000 27
9000 above 22
Total 130
Interpretation
The above table shown that 34% of the respondents have a monthly income up to 3000-5000, 28% of the respondents have a
monthly income 5001-7000, 21% of respondents have a monthly income 7001-9000. 17% of the respondents have a monthly
income 9000 above.
TABLE NO.5
TABLE SHOWING THE MOST PREFERRED MODEL OF
TVS BY THE RESPONDENTS
Model Name No. of respondents
TVS MAX R100 51
TVS victor 34
TVS star city 28
TVS apache 17
Interpretation
The above table shows that 39% of the respondents prefer TVS MAX R100, 26% of the respondents prefer TVS victor,
22% of the respondents prefer TVS star city , 13% of the respondents prefer TVS apache
TABLE NO.6
TABLE SHOWING THE MODE OF PURCHASE
BY THE RESPONDENTS
Mode of Purchase No. Of Respondents
Loan 91
Cash 39
Total 130
Interpretation
The above table shows that 70% of the respondents have resorted to loan, 30% of the respondents have resorted to cash.
TABLE NO.7
TABLE SHOWING THE TYPE OF MEDIA PREFERRED
BY THE RESPONDENTS.
Type of Media No. of Respondents
Television 58
Newspaper 38
Magazine 20
Banners 14
Total 130
Interpretation
The above table shows that about 45% of the respondents have seen the TVS vehicles are advertisement on Television. 29% of the
respondents have seen through newspaper. 15% of the respondents have seen through magazine. 11% of the respondents have seen
through banners.
TABLE NO.8
TABLE SHOWING THE MAINTENANCE COST
BY THE RESPONDENTS PER MONTH.
Maintenance cost per month No. of Respondents
1000 78
2000 32
3000 12
4000 and above 8
Total 130
Interpretation
The above table indicated that about 60% of the respondents are incurring maintenance cost of Rs. 1000, 25% of the
respondents are incurring maintenance cost of Rs.2000, 9% of the respondents are incurring maintenance cost of Rs. 3000,
6% of the respondents are incurring maintenance cost 4000 and above.
TABLE NO.9
TABLE SHOWING THE PURPOSE OF THE VEHICLE
USED BY THE RESPONDENTS.
Interpretation
The above table shows that 58% of the respondents are using the vehicle for personnel use. 42% of the respondents are using the
vehicle for official use.
Purpose of Vehicle No. of Respondents
Official 55
Personal 75
Total 130
TABLE NO.10
TABLE SHOWING THE USAGE OF THE
VEHICLE BY THE RESPONDENTS.
Duration of Usage No. of Respondents
0-1 years 17
1-2 years 26
2-3 years 36
3 years & above 51
Total 130
Interpretation
The above table shows that 39% of the respondents are using the vehicle for 3 years and above, 28% of the respondents are using 2-
3 years, 20% of the respondents are using 1-2 years, 13% of the respondents are using below 1 year.
TABLE NO.11
TABLE SHOWING REASON FOR PURCHASE OF THE MODEL
Reason for the Purchase No. of respondents
Comfort 60
Style 28
Mileage 37
Advertisement 5
Total 130
Interpretation
The above table shows that 46% of the respondents feel that comport is the reason for purchase model, 28% of the respondents feel
that mileage, 22% of the respondents feel that style, 4% of the respondents feel that advertisement.
TABLE NO.12
TABLE SHOWING THE COST OF VEHICLE
Cost of Vehicle No. of Respondents
High 37
Moderate 66
Low 27
Total 130
Interpretation
The above table indicates that 51% of the respondents feel that moderate the cost of vehicle. 28% of the respondents feel that high,
21% of the respondents feel that low.
TABLE NO.13
TABLE SHOWING SPARE PARTS AVAILABILITY
WITH THE LOCAL DEALERS
Interpretation
The above the table shows that 81% of the respondents are satisfied with the spare parts availability with the local dealers
25% of the respondent are dissatisfied.
Availability of spare parts with
local dealers
No. of Respondents
Satisfied 105
Dissatisfied 25
Total 130
TABLE NO.14
TABLE SHOWING THE LEVEL OF SATISFACTION OF THE
RESPONDENT WITH AFTER SALES AND SERVICE.
Level of Satisfaction after Sales No. of Respondents
Highly satisfied 73
Satisfied 39
Dissatisfied 11
Highly dissatisfied 7
TOTAL 130
Interpretation
The above table shows that 56% of the respondents are highly satisfied with the after sales and service, 30% of the
respondents are satisfied, 9% of the respondents are dis satisfied, 5% of the respondents highly dissatisfied.
TABLE NO.15
TABLE SHOWING PROBLEM FACED BY THE RESPONDENTS.
Problems faced by the respondents No. of respondents
Starting trouble 26
Pick up 75
Mileage problem 35
Battery problem 0
Total 130
Interpretation
The above table shows that 58% respondents faced pick up problem, 27% of the respondents faced mileage problem, 15% of the
respondents faced starting trouble problem.
TABLE NO. 16TABLE SHOWING THE RESPONDENTS ALTERNATIVE
PREFERENCE
Interpretation
The above table shows that 50% of the respondents alternative preference of the vehicle is Hero honda, 30% of the
respondents alternative preference of the vehicle is Bajaj, 16% of the Respondents alternative preference of the vehicle is
Yamaha, 4% of the respondents alternative
preference of the vehicle is Honda.
Alternative Preference of Respondents No. of Respondents
Honda 5
Hero Honda 65
Bajaj 40
Yamaha 20
TOTAL 130
FINDINGS AT A GLANCE
o 42% of the respondents are between the age group of 30-40.
o 58% of the respondents are occupied in private employee.
o 50% of the respondents have family members 2-4.
o 34% of the respondents have a monthly income up to 3000-5000.
o 39% of the respondents prefer TVS Max R 100.
o 56% of the respondents have resorted to loan
o 45% of the respondents are getting a mileage 50-60.
o 45% of the respondents have seen the TVS Vehicles advertisement on Television.
o 60% of the respondents are incurring maintenance cost of Rs. 1000.
o 75% of the respondents are using the vehicle for personnel use.
o 46% of the respondents feel that comfort is the reason for purchasing the model.
o 81% of the respondents are satisfied with the spare parts availability.
o 56% of the respondents people are highly satisfied with after sales service offered by the company.
o 58% of the respondents are facing problem while pick-up.
o 50% of the respondents alternative preference of vehicle alternative preference of vehicle is hero Honda.
CHI - SQUARE ANALYSIS
TEST - 1
RELATIONSHIP BETWEEN AGE AND TYPES OF MODEL
Age
group
Types of model
TVS
MAX R
100
TVS
Victor
TVS
Star city
TVS
Apache
Total
20-30
30-40
40-50
50-60
24
12
8
7
16
10
6
2
7
12
6
3
8
5
2
2
55
36
25
14
Total 51 34 28 17 130
Null hypothesis (Ho)
There is no significant relationship between age and types of model.
Alternative hypothesis
There is significant difference between age and types of model chi-square test (x2) =E (O-E) 2/E
When
O = observed frequency
E = Expected frequency
Expected frequency is calculated as follows:
Row Total x Column Total
E= ______________________
Grand total
Degree of freedom: (r-1) x (c-1)
Where:
R – Number of Rows
C – Number of Columns
We can calculate value of chi-square test
Group O E (O-E) (O-E)2 (O-E)2
E
20-30 age group
Max R 100
Victor
Star city
Apache
30-40 age group
Max R 100
Victor
Star city
Apache
40-50 age group
Max R 100
Victor
Star city
Apache
50-60 age group
Max R 100
Victor
Star city
Apache
24
16
7
8
12
10
12
2
8
6
6
5
7
2
3
2
22
14
12
7
14
9
8
5
10
6
5
3
5
4
3
2
2
2
-5
1
-2
1
4
-3
-2
0
1
2
2
-2
0
0
4
4
25
1
4
1
16
9
4
0
1
4
4
4
0
0
0.1818
0.2857
2.0833
0.1428
0.2857
0.4111
2
1.8
0.4
0
0.2
1.3333
0.8
1
0
0
10.6273
The calculate the Value of (X) = E (O-E) / E 2
Therefore the degree of freedom = (r-1) (c-1)
= (4-1) (4- 1)
= (3) (3)
= 9
The table value of X2 is 9 degree of freedom at 5% level of significance is the table value showing chi-square analysis
Calculated Value x2 10.6237
Degree of freedom 9
Level of significant 5%
Table Value 16.919
Result Accept
Conclusion:
Since the calculated value is less than the table value and hypothesis is proved so there is no significant relationship between age
and types of model.
LIMITATIONS OF THE STUDY
1. The sample primarily consists of TVS customers located in Aundh region in Pune. Therefore, the findings of this study
cannot be taken for final judgments.
2. The questionnaires were distributed as per convenience of researchers. (Convenience sampling). Therefore, researcher is
not sure of the extent to which sample represents the population size.
3. Respondents were not very keen on sharing information with the researchers and estimates have been made on the basis of
the most common responses across respondents.
4. Some respondent did not provided complete information and some questions were left blank even which affected the
analysis.
5. Since the data was collected manually, there might be possible errors in collection and tabulation.
6. The analysis is done on the basis of information provided by the questionnaires only.
7. Due to the Time constraints the sample size was relatively small and therefore it could be said that the sample is not the
true representative of the entire population.
SUGGESTIONS
1. The company should spend more time on the designing of its bike models.
2. The company should focus on maintenance cost of its models which is relatively high.
3. It should also increase the mileage and pick-up of the bikes.
4. Spare parts should be made available of reasonable prices and number of service stations should be increased.
5. Provide more stylish and comfortable the TVS vehicle.
6. Produce the vehicle at international standard and average technology.
CONCLUSION
This study was conducted in Aundh,Pune with a broad objective of consumer preference of two wheelers in TVS vehicle for this
purpose. 130 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 charts, tables were used
for representation to achieve the objective of the study. By and large it was found that most of the consumers are choose on TVS
vehicles because of its low maintenance cost and economy in riding. TVS is also spreading awareness of its vehicles through
advertising and improving the satisfaction level by better after sale services made to the customers.
BIBLIOGRAPHY
BOOKS
1. BALU.V, Dr (2001) : “MARKETING RESEARCH OF CONSUMER
BEHAVIOUR” 2nd EDITION, SRI
VENKADESWARAN PUBLICATIONS.
2. KOTHARI. C.R (2003) : “RESEARCH METHODOLOGY” 2nd EDITION,
WISHAWAV PRAKASHAN.
3. PHILIP KOTLER (2003) : “MARKETING MANAGEMENT”
MILLENNIUM EDITION PRENTICE TALL OF
INDIA PRIVATE LIMITED, 2001 10th EDITION.
4. PILLAI .R.S.N AND : “MODERN MARKETING”
BHAGAVATHY 2nd EDITION SULTHAN CHAND
AND SONS.
WEB SITE:
www.tvs motors.com
www.googlesearch.com
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. Students
e. Others.
5. Number of family members:
a) 1-2 b) 2-4 c) 4-6 d) 6 and above
6. Family income (Per month)
a) 3000 – 5000 b) 5001 – 7000 c) 7001 – 9000 d) 9000 and above
7. Which TVS bike model would you prefer?
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) Other, please specify ____________
9. What is the mileage?
a) 50- 60 b) 60-70 c) 70-80 d) 80 and above
10. Through which media did you get informed about TVS bike?
a) Television b) Newspaper c) Magazine d) Banners
11. What is the maintenance cost (Per Month)?
a) 1000 b) 2000 c) 3000 d) 4000 and above.
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. State the reason for purchasing the mode?
a) Comfort b) Style c) Mileage d) Advertisement
15. What do you feel about the cost of the vehicle?
a) High b) Moderate c) Low.
16. Are you satisfied with after sales and service?
a) Highly satisfied b) Satisfied c) Highly dissatisfied d) Dis-satisfied.
17. What problem you come across while using the vehicle?
a) Starting trouble b) Pick up c) Mileage problem d) Battery problem.
18. Do you prefer any other brand over TVS bike?
a) Yes b) No.
19. If yes, mention the brand
a) Honda b) Hero Honda c) Bajaj d) Yamaha