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CHAPTER I
INTRODUCTION AND DESIGN OF THE STUDY
1.1 INTRODUCTION
The present study aims at understanding the extent of customer
satisfaction with special reference to service operation of the dealer on
agency, various aspects like quality of service offered, service charges,
responsibility, satisfaction for servicing bike with this particular dealer of
agency, satisfaction regarding attending the complaints, delivery of vehicle
on the due date was concentrated upon and surveyed too. The study also
enabled in understanding the buyer segment that preferred bike the most,
with the data like age, income, and occupation that was related to the type
of vehicle they preferred.
Customer or consumer is central theme of the marketing system. For
a product to sell, with or without advertising it must, satisfy some needs of
the consumer .These needs dominate the behaviour of the consumers.
Buying motives that prompt the buyers to buy a product May behaviour
fear, desire for money, vanity, pride fashion, possession, status, sex or
romance, affection and comfort.
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The production concept holds that consumer will buy products that
are affordable and available and therefore management major task is to
improve production and distribution of in efficiency and bringing down
prices. The products concept hold that consumer's factors quality products
that are at reasonable price and therefore title promotional effort is
required.
The selling concept holds that main task of the company is to
determine a choosen set of customer needs, preference and adopt the
company to deliver the desired satisfaction.
The social marketing concepts holds that the main of the company is
to generate customer satisfaction and long sum customer and social well
being as the key satisfy.
Organizational goes and responsibilities:
Satisfied customer is one who.
Buys more and remain legal for a long time.
Buys additional products as the company introduces
upgrades its products.
Talks favorably about the company and its products.
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Pay less attention to competing brands is less sensitive
1.2 CONSUMER BEHAVIOUR
Consumer behaviour may be defined as that behaviour exhibited by
people in planning, purchasing and using economic gross and service.
Consumer behaviour is an internal part of human behaviour and cant be
separated from it fact the consumer behaviour is subset of human
behaviour, This does not mean that all human behaviour is consumption
oriented. Human behaviour refers to the total process by which individual
interest with their environment. Consumer behaviour is the act consuming
or using goods or services.
Consumer behaviour results from individual and environmental
influences consumer of a purchase the goods and services which they want
others to accept behaviour is therefore determined by the individual
psychological makeup and the influence of others. Thus behaviour is the
result in interaction of the consumer personal influence and pressures
extended upon them by outside forces in the environment.
Buyer behaviour is the process by which individual decide whether,
what, where, how and from whom, to purchase goods and services.
Understanding buyer behaviour is essential in marketing and planning
programmes.
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BRAND
A brand is a name, term, symbol or design or combination of them
which is internal to identify the goods and services of seller or a group of
sellers and of differentiates them from those of competitors.
BRAND NAME
Brand name consists of words, letters and or number which may be
vocalized or pronounced.
BRAND MARK
It is that part of brand which appears in the form of a symbol, design
or distinctive coloring or lettering.
BRAND EQUITY
Brand equity is the marketing effects and outcomes that accrue to a
product with its brand name compared with those that would accrue if the
same product did not have the brand name. Fact of the well-known brand
name is that, the company can sometimes charge premium prices from the
consumer . And, at the root of these marketing effects is consumers'
knowledge. In other words, consumers' knowledge about a brand makes
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manufacturers and advertisers respond differently or adopt appropriately
adept measures for the marketing of the brand.
The study of brand equity is increasingly popular as some marketing
researchers have concluded that brands are one of the most valuable assets
a company has. Brand equity is one of the factors which can increase the
financial value of a brand to the brand owner, although not the only one.
Elements that can be included in the valuation of brand equity include (but
not limited to): changing market share, profit margins, consumer
recognition of logos and other visual elements, brand language
associations made by consumers, consumers' perceptions of quality and
other relevant brand values.
"Brand equity is strategically crucial, but famously difficult to
quantify. Many experts have developed tools to analyze this asset, but
there is no universally accepted way to measure it." In a survey of nearly
200 senior marketing managers, only 26 percent responded that they found
the "brand equity" metric very useful.
BRAND IMAGE
Brand image is the current view of the customers about a brand. It
can be defined as a unique bundle of associations within the minds of
target customers. It signifies what the brand presently stands for. It is a set
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of beliefs held about a specific brand. In short, it is nothing but the
consumers perception about the product.
It is the manner in which a specific brand is positioned in the
market. Brand image conveys emotional value and not just a mental image.
Brand image is nothing but an organizations character. It is an
accumulation of contact and observation by people external to an
organization. It should highlight an organizations mission and vision to
all. The main elements of positive brand image are- unique logo reflecting
organizations image, slogan describing organizations business in brief
and brand identifier supporting the key values.
Brand image is the overall impression in consumers mind that is
formed from all sources. Consumers develop various associations with the
brand. Based on these associations, they form brand image. An image is
formed about the brand on the basis of subjective perceptions of
associations bundle that the consumers have about the brand. Volvo is
associated with safety. Toyota is associated with reliability.
CLASSIFICATION OF BRANDS
FAMILY BRANDS
A single brand name for all the products of a company and which
are being similar in quality.
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1. Individual brand
Brand name given for each variety of products and each product of
same products will carry its own brand used for dissimilarity.
2. National brand
The same used on the national level, manufacturers brands are
commonly used as national levels.
WHY WE STUDY CONSUMER BEHAVIOUR
The field of the consumer behaviour holds great interest for us s
consumers, as marketers, and as students of human behaviour.
As consumer, we benefit from insiging into our own consumption
related decisions. What we buy, why we buy, how we buy, and the
promotional influences that persuade us to buy. The study of consumer
behaviour enable us to become better that are wiser, consumers.
As marketers and the future. It s important for us to recognize why
and how individuals make their consumption decisions. So that we can
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make better strategic marketing decision. If marketers understand
consumer behaviour have great competitive advantage in the market palce.
A student of human behaviour, we are concerned with understanding
consumer behaviour with gaining insights into why individuals act in
certain that consumers did not always act or react as marketing theory
suggested they would. The size of the consumer market in this country was
vast and constantly expanding billions of dollars were being spent on
goods and services were changing and becoming highly diversified. Even
in services were always more homogeneous then in consumer preferences
and less predictable purchase behaviour.
To better meet the needs of specific group of consumer. Most
marketers adopted a policy of market segmentation, which called for the
division of their total potential market into smaller, homogenous segments
for which they could design specific products or promotional campaigns.
THE ROLE OF CONSUMER RESEARCH
Consumer research is the methodology used to study consumer
behaviour. Given the fact that there are two major theoretical perspectives
concerning the study of consumer consumption related ways and with
learning what internal and external desire of understanding consumption
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related human behaviour has lead to a diversity of theoretical approaches
to its study.
Consumer behaviour was a relating new field of study in the mid
to later 1960 with history or body of research of its own. The new
disciplines, such as psychology (the study of the individuals), sociology
(the study of the groups), social psychology (the study of how an
individual operators in groups) and technology (the influences of society
on the individual) and economic theory on the nation that individuals act
rationally to maximize their benefits in the purchase of goods and services.
WHY THE FIELD OF CONSUMER BEHAVIOUR DEVELOPED?
There are a number of reasons why the study of consumer behaviour
developed as a separate marketing discipline marketers had long method
behaviour. It is not surprising to find that there is a divergence in
theoretical assumptions and go some extent, in research methodology
between the positivist approach and the interpretive approach.
Brooding speaking, positivists lend to the objectives and empirical,
to seek causes for behaviour, and to conduct research studies that can be
generalized to largely positivist in their approach.The research done by
interpretive, on the other hand, tends to be qualitative and based on small
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samples. Although hand to view each consumption situations as unique
and nonreplicable interpretive seek to fins common patterns of operative
values, meanings and behaviour across consumption situations.
1.3 SCOPE OF THE STUDY
The study on TVS Apache bikes with respect to consumer
satisfaction aims at finding out the protectoral and expectation of TVS
Apache in market. This enables to know about the strength and weakness
of the victory product available in the market.
This project has the importance of additional features in the
vehicles, Finally the study attempts to find out the opinion about the sales,
services maintains cost and quality of service centre with regard to TVS
Apache bikes.
The study by ascertaining the factors that motivates and end-user to
purchase TVS Apache vehicles enables the company to channels its
service, Advertisement companys accordingly. Consumers expectations
are also gauged to help the company in proactive strategy formulations.
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1.4 OBJECTIVES OF THE STUDY
To find out the customer satisfaction of TVS Apache two wheelers.
To find out the advertisements effectiveness of TVS Apache two
wheelers.
To find out the market position of TVS Apache two wheelers.
To find out the brand preference of the customers.
To find out the buying attitude of the respondents.
1.5 RESEARCH METHODOLOGY
Research is common parlance which refers to a search for
knowledge. The advance learners dictionary of current English lays down
the meaning of research as a Careful investigation or inquiry specially
though search for new facts in any branch of knowledge.
Research methodology is a way to systematically solving the
research problem which may be understood as a science of how research is
done scientifically.
If the study with various steps that are generally adopted by a
researcher in studying the research problem along with the logic behind
them.
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Research Design
A Research design is arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevant to the research
purpose with economy in procedure Descriptive research design is used
in this project study.
Descriptive research design
Descriptive research includes surveys and fact- finding enquiries of
different kinds. The main characteristic of this method is that the
researcher has no control over the variables that can be only reported about
what has happened or what is happening in the organization.
Area of the study
The area of study refers to Namakkal town, due to availability of
people at all levels of educational and finance status. It is also easy to
collect the needed relevant primary data from the employees.
Period of the study
The present study period was two months for collecting primary
data from the respondents.
a. Collection of data
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The data is collected for the study by using both primary and
secondary data.
1. Primary Data
Primary data are those which are collected freshly with originality in
character and were collected through structured questionnaire and schedule
from the Apache bike users.
2. Secondary Data
Secondary data has been collected from the books and magazines
relating to consumer behaviour connected with Apache bike.
b. Sampling design
A sampling design is a definite plan for obtaining a sample from a
given population. It refers to the techniques or the procedure that
researcher would adopt in selection items for the sample.
Sample Size
The sample size is approximately 100
Sampling Technique
The total population is initially divided into areas in and around
Namakkal town.
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Convenient sampling is felt to appropriate for the present study
because convenience sampling is a strategy that uses the most readily
accessible objects or persons as subjects for the present study.
1.6 TOOLS FOR ANALYSIS
The researcher has used the percentage analysis method, to find out
the significance of the various brands of TVS Apache bikes.
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1.7 LIMITATIONS OF THE STUDY
The study is limited to Namakkal only and therefore the findings
of the study cannot be extended to other areas.
The time duration for the study was short period.
The restricted sample size was one of the major limitations.
Detailed study was not possible due to the limit.
Since the survey has been conducted of TVS Apache bike
respondents only.
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1.8 CHAPTER SCHEME
This study has been presented in five chapters.
Chapter I
This chapter deals with the introduction and design of the study.
Chapter II
This chapter contains review of literature relevant to the topic.
Chapter III
This chapter concerned with the profile of the product.
Chapter IV
This chapter explained the data analysis and interpretation.
Chapter V
This chapter presents the findings, suggestions and conclusion of the
study.
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CHAPTER II
REVIEW OF LITERATURE
The main purpose of this chapter is to provide the review of
literature relating to this study. Marketing is a dynamic concept which
often meets with changes. The entrusted concepts sayings are contributed
in this chapter review of literature.
Who lgast E.H., D.Hashandsor, (1958), of the dozen of categories of
human action working, sleeping, chatting, breathing, buying and do forth
of one primary importance to the marketer is buying.1
Frederick KY (1974),buyer behaviour is all psychological, social and
physical behaviour of potential customer ad they become aware of evaluate
purchase, consume and sell of other people about products and services.2
Maslow A.H, (1945), at any given time a person may be faced with a
number of motives but that the probably cannot act all of them at the same
time. Therefore, each person has a hierarchy of motives with the arranged
in ascending order according to their importance. The most urgent motive
1
Who lgast E.H., D.Hashandsor wives make the purchase decision Journal of marketing, October,1958, pp 151-158.2 Web star, Frederick KY marketing for manager 1974 .p
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is acted upon first motives respectively wants and desired lower in
hierarchy remain unsatisfied at least temporarily.3
Suiffman Leaon G et al., (1978), The behaviour that consumer
display is search for, purchasing, using and elevating products, services
and ideas which they expect will satisfy their needs.4
Schiffman. G. Leon and Kanuk Lazare Leslie - Study of the
customer behaviour is the study of how individuals make decisions to
spend their available resources (Time, Money and Efforts) on consumption
related items. It includes the study what they buy, whey they buy it, when
they buy it, where they buy it, how often they buy it and how often they
use it. The primary purpose for the study consumer behaviour as apart of
marketing curriculum is to understand how and how customers make their
purchase decisions. Their insights enable marketers to design more
effective marketing strategies.5
Gupta.C.B and Dr. Nair. N.Rajan (2003), a business is based on
understanding the customer and providing the kind of products that the
customer wants.6
Mamoria C.B. and Mamoria Satish (2005), consumer behaviour is
the process whereby individuals decide what, when, where, how and from
3 Maslow A.H. Motivation and personality, 1945. PP 80 85.4 Suiffman Leaon G and Leasuline lazar kumx, consumer behaviour, Premtice Hall, P4 1978.5 Schiffman Leon G. and Kanuk Leslie Lazar, 1997. Consumer Behaviour, 6th edition, Prentice-hall of
India Private Limited. (Pp. 2&6)6 Gupta C.B. and Dr. Nair N. Rajan, (2003). Marketing Management 5th edition, Sultan chand & sons(pp. 1.69)
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whom to purchase goods and services. Buying behaviour may be viewed
as an orderly process here by individual interacts with his environment for
the purpose of making market decision on products and services.7
Nair Suja. R. (2008), the success of the firm will be determined by
how effective it has been in meeting the diverse customer needs and wants
by treating each customer as unique and offering products and services to
suit his/her needs.8
Bennett Peter.D. And Kassarjian Haroldh (1972), a great deal of
research activity in marketing is design to shed light on the customer
decision process.9
Kothari C.R. (2008), for data analysis different statistical
techniques are being used such as scaling techniques, correlation,
hypothesis testing.10
7 Mamoria C.B. and Mamoria Satish, (2005). Marketing Management 4th edition , Kitab Mahal (pp.. 161)8 Nair Suja R, (2008). Consumer Behaviour Indian prospective 1st edition , Himalaya Publicating Home (pp.3)9 Bennett Peter D. and Kassarjian Harold, (1972). Consumer Behaviour 8th edition, Prentice-hall of IndiaPrivate Limited. (pp.5)10Kothari C.R, (2008). Research Methodology Methods & Techniques 2nd edition, WishwaPublication
(pp. 151, 94-95).
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CHAPTER III
PROFILE OF THE PRODUCT
3.1 BIKE INDUSTRY
The Indian two-wheeler industry has acquired a new dimension in
the last years with intense competitions and introduction of the state art-
technology changing the very complexion of the two-wheeler market while
the consumers have know a wide choice of models, the waiting for their
delivery with a few exceptions, has considerable shortened. But it would
be wrong to describe that a buyers has emerged. A major reason for this is
the exorbitant prices one has to pay still for two-wheelers.
Any impact of the liberalization policy set in motion since January
1990 has been the infusion of new fuel-efficient technology and facility of
brand branding. The Government has also opened the two-wheeler
industry to new entrants. These steps have had a tremendous effect on the
industry and today India is said to be the second largest producer of two-
wheeler.
The Consideration of Engineering Industry [CEI] has been
instrumental in revolution not only the transport industry but also the
engineering industry.
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3.2 BRAND PROFILE TVS APACHE
Apache RTR 160 (Racing Throttle Response) is a machine with 15.2
bhp engine and it comes with a slew of first-time features showing its high
performance enhanced by the TVS racing technology. This bike really
shows the aggression to pit against its rivals. The attractions of Apache
RTR-160 cc are the handling ability, ride quality, seating position,
adjustable handle bars and the longer wheelbase. The previous flaws of the
Apache 150 have been ironed out. The New Apachi RTR 160cc is
available in two variants - kick start and self start.
Engine
RTR-160 Apachi employs a smooth, powerful and an improved
engine over the Apache 150. The engine remains smooth without any
significant vibrations till 5000 rpm and it is an oversquare 160 cc
compared to the earlier 150 cc square engine. There is an increase in
maximum power from its earlier 13.5 bhp to 15 bhp, the highest in the
150-cc segment.
The new Apache has undergone major changes to up capacity from
147.5 cc to 159.7 cc. RTR uses short-stroke for quicker revving. This air-
cooled and twin-valve unit has received several internal tweaks, including
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inlet and exhaust ends, clutch and gear processes as well as the combustion
chamber. The gearbox remains a five-speed unit, with one-down and four-
up shifting pattern.
Design And Comfort
The stripe which runs from the front mudguard to the tank and
finally to the tailpiece is the striking feature. RTR160 has a 270-mm petal
shaped front disc. The engine has been given an all black treatment along
with alloys and exhaust. A small engine guard is nestled at the bottom of
the engine. The side panels have a matt black plastic finish. The bike also
sports a digital speedometer. The tail lamp has bright LEDs.
A split grab rail, clip on adjustable handlebars, aluminum finished
brake levers and the toe operated gear shifter are all enticing features. The
wheelbase has been stretched to 1300 mm from the earlier 1260 mm. It
also features standard tachometer, clock, trip meter, fuel gauge odometer
and the aircraft-style fuel cap. Apachi RTR-160 cc looks smashing and is
definitely one of the best looking bikes in the country.
Ride And Handling
Apache RTR 160 has rear set foot pegs. The low handle bars
translate into a very comfortable riding position. Compared to the earlier
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version, the new Apache gives a more comfortable riding position. It is a
great bike to zip through the busy city traffic without any discomfort. It
sports disc brake in the front which is phenomenal and drum in the rear
which is a welcome addition. The handling of the bike gives an amazing
feeling with all the improved features.
Variants, Price And Color
TVS Apache RTR 160cc is available in Yellow, Matt Grey, Red,
Black & Silver
3.3 COMPANY 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.
A bike for anyone
TVS Motor currently manufactures a wide range of two-wheelers
from mopeds to racing inspired motorcycles.
Motorcycles (Apache RTR 180, Flame DS 125, Flame, TVS Jive, Star
City, Star Sport, Sports)
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Variomatic Scooters (TVS Wego, Scooty Streak, Scooty Pep+, Scooty
Teenz) Mopeds (TVS XL Super, TVS XL Heavy Duty)
The company has 4 plants - located at Hosur and Mysore in South
India, in Himachal Pradesh, North India and one at Indonesia. The
company has a production capacity of 2.5 million units a year. Innovation
at the helm
TVS Motor's strength lies in design and development of new products - the
latest launch of 7 products on the same day seen as a first in automotive
history. We at TVS deliver total customer satisfaction by anticipating
customer need and presenting quality vehicles at the right time and at the
right price. The customer and his ever changing need is our continuous
source of inspiration.
TVS has always stood for innovative, easy to handle, environment
friendly products, backed by reliable customer service.
No wonder, then, that our 15 million customers on the road have a reason
to smile.
TVS Motor Company Mission
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We are committed to being a highly profitable, socially responsible,
and leading manufacturer of high value for money, environmentally
friendly, lifetime personal transportation products under the TVS brand,
for customers predominantly in Asian markets and to provide fulfilment
and prosperity for employees, dealers and suppliers.
Vision Statement
TVS Motor - Driven by the customer
TVS Motor will be responsive to customer requirements consonant
with its core competence and profitability. TVS Motor will provide total
customer satisfaction by giving the customer the right product, at the right
price, at the right time.
TVS Motor - The Industry Leader
TVS Motor will be one among the top two two-wheeler
manufacturers in India and one among the top five two-wheeler
manufacturers in Asia.
TVS Motor - Global overview
TVS Motor will have profitable operations overseas especially in
Asian markets, capitalizing on the expertise developed in the areas of
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manufacturing, technology and marketing. The thrust will be to achieve a
significant share for international business in the total turnover.
TVS Motor - At the cutting edge
TVS Motor will hone and sustain its cutting edge of technology by
constant benchmarking against international leaders.
TVS Motor - Committed to Total Quality
TVS Motor is committed to achieving a self-reviewing organization
in perpetuity by adopting TQM as a way of life. TVS Motor believes in the
importance of the process. People and projects will be evaluated both by
their end results and the process adopted.
TVS Motor - The Human Factor
TVS Motor believes that people make an organization and that its
well-being is dependent on the commitment and growth of its people.
There will be a sustained effort through systematic training and planning
career growth to develop employees talents and enhance job satisfaction.
TVS Motor will create an enabling ambience where the maximum self-
actualisation of every employee is achieved. TVS Motor will support and
encourage the process of self-renewal in all its employees and nurture their
sense of self worth.
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TVS Motor - Responsible Corporate Citizen
TVS Motor firmly believes in the integration of Safety, Health and
Environmental aspects with all business activities and ensure protection of
employees and environment including development of surrounding
communities. TVS Motor strives for long-term relationships of mutual
trust and interdependence with its customers, employees, dealers and
suppliers.
TVS Group - 100 years young The TVS group has always been inspired by
a century long mission and vision of its own destiny. it is not just a
business but a way of doing business, which sets TVS apart from others.
Back in 1911, to the founder of the company, the ordinary ambitions
of a bus fleet operator or a vehicle servicing business would not suffice.
Rather, he wanted to create an enduring business led by a family of
likeminded workers and managers united by a set of shared high
principles.
Driven by this inspiration, the TVS group has today emerged as
India's leading supplier of automotive components. Today the TVS Group
is the largest automotive component manufacturer in India, with annual
turnover of more than USD 4 billion.
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The group has over 30 companies employing a work- force of
40,000 people.
Underlying the success of the group is its philosophy of
commitment to the cherished values of promoting trust, value and
customer service. This was the personal philosophy of the Group's Founder
Shri T V Sundaram lyengar, and it remains the overarching code by which
the Group functions. Market leadership and rewards of business have
followed naturally.
The inspirational heritage
Although the letters TVS represent the initials of our founder, T V
Sundaram lyengar, to us within TVS they have always stood for Trust,
Value and Service. The founder of the company embodied these values
and set an example for all employees to emulate.
TVS believes that the success of any enterprise is built on the solid
foundation of customer satisfaction.
Continuous innovation and close customer interaction have enabled
TVS companies to stay ahead of competition. Quality at TVS determines
not only the end product but the systems, processes and operations at all
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levels. The first four companies in India, which have won the coveted
Deming Prize are from the TVS group.
The business ranges across automobile component manufacturing,
components distribution, manufacturing of powered two-wheelers,
computer peripherals, financial services, contract manufacturing services
and software development.
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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CHAPTER IV
ANALYSIS AND INTERPRETATION OF DATA
INTRODUCTION
This chapter deals with analysis and interpretation of the various
results from the study. The analysis of this study is based wholly on
primary data collected by means of questionnaire method.
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TABLE 4.1
AGE WISE CLASSIFICATION OF THE RESPONDENTS
Age No. of respondents Percentage
Below 20 years 14 14
21-30 years 58 58
31-40 years 18 18
41-50 years 8 8
Above 50 years 2 2
Total 100 100
Source: Primary Data
INTERPRETATION
From the above table shows that 14% of the respondents are in the
age group of below 20, 58% of the respondents are in the age group of
21-30, 18% of the respondents are in the age group of 31-40, 8% of the
respondents are in the age group of 41-50 and 2% of the respondents are
in the age group of above 50.
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CHART 4.1
AGE WISE CLASSIFICATION OF THE RESPONDENTS
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TABLE 4.2
MARITAL STATUS
Marital status No. of respondents Percentage
Married 38 38
Unmarried 62 62
Total 100 100
Source: Primary Data
INTERPRETATION
From the above table shows that 38% of the respondents are married
and remaining 62% of the respondents are unmarried.
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CHART 4.2
MARITAL STATUS
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TABLE 4.3
EDUCATIONAL STATUS OF THE RESPONDENTS
Educational status No. of respondents Percentage
Up to Higher secondary level 12 12
UG level 26 26
PG level 32 32
Professional 18 18
Others 12 12
Total 100 100
Source: Primary Data
INTERPRETATION
From the above table clear that 12% of the respondents are up to
higher secondary level, 26% of the respondents are in UG level, 32% of
the respondents are in PG level, 18% of the respondents are in
professional level and 12% of the respondents are in others.
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CHART 4.3
EDUCATIONAL STATUS OF THE RESPONDENTS
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TABLE 4.4
OCCUPATION OF THE RESPONDENTS
Occupation No. of respondents Percentage
Employees 15 15
Business man 34 34
Students 20 20
Farmers 6 6
Professionals 20 20
Others 5 5
Total 100 100
Source: Primary Data
INTERPRETATION
From the above table reveals that 15% of the users are employees,
34% of the users are business man, 20% of the users are students, 6% of
the users are farmers, 20% of the users are professionals and 5% of the
users are others.
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CHART 4.4
OCCUPATION OF THE RESPONDENTS
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TABLE 4.5
INCOME WISE CLASSIFICATION OF THE RESPONDENTS
Family income[per month] in
rupees
No. of
respondentsPercentage
Below Rs.10,000 21 21
Rs.10,001-Rs.20,000 45 45
Rs.20,001-Rs.30,000 20 20
Above Rs.30,000 14 14
Total 100 100
Source: Primary Data
INTERPRETATION
From the above table clear that 21% of the respondents are in the
income group of below Rs.10,000, 45% of the respondents are in the
income group of Rs.10,001-Rs.20,000, 20% of the respondents are in the
income group of Rs.20,001-Rs.30,000 and 14% of the respondents are in
the income group of above Rs.30,000.
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CHART 4.5
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INCOME WISE CLASSIFICATION OF THE RESPONDENTS
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TABLE 4.6
FAMILY MEMBERS OF THE RESPONDENTS
No of family members No. of respondents Percentage
Up to 2 36 36
3 to 5 55 55
Above 5 9 9
Total 100 100
Source: Primary Data
INTERPRETATION
From the above table reveals that, 36% of the respondents are have
up to2 members in their home, 55% of the respondents are family 3 5
members of family size and 9% of the respondents are have above 5
members in their family.
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CHART 4.6
FAMILY MEMBERS
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TABLE 4.7
USING THE VARIOUS MODELS OF TVS APACHE BIKES
Tick the brand of your bike No. of respondents Percentage
Apache RTR 180 ABS 22 22
Apache RTR 180 8 8
Apache FI 160 40 40
Apache 160 Hyper Edge 30 60
Total 100 100
Source: Primary Data
INTERPRETATION
From the table shows that 40% of the respondents have Apache FI
160, 30% of the respondents have Apache 160 Hyper Edge, 22% of the
respondents have Apache RTR 180 ABS and remaining 8% of the
respondents using Apache RTR 180.
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CHART 4.7
USING THE VARIOUS MODELS OF TVS APACHE BIKES
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TABLE 4.8
SOURCES OF INFORMATION OF TVS APACHE BIKES
Source No. of respondents Percentage
Advertisement 20 20
Friends 47 47
Spouse 10 10
Dealers 16 16
Others 7 7
Total 100 100
Source: Primary Data
INTERPRETATION
A table showing the influence sources noticed that 47% of the
respondents purchased their TVS Apache bikes as per the advice of his
friends, 20% of the respondents purchased due to the attraction of
advertisement, 10% of the respondents purchased due to the influence of
spouse, 16% of the respondents purchased due to the attraction of the
schemes provided by the dealers and only 7% of the respondents
purchased their bikes out of their own decision
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CHART 4.8
SOURCES OF INFORMATION OF TVS APACHE BIKES
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TABLE 4.9
ADVERTISEMENT THROUGH WHICH MEDIA
Advertisement
mediaNo. of respondents Percentage
News paper 19 19
Magazines 14 14
Television 41 41
Posters/Banners 17 17
Others 9 9
Total 100 100
Source: Primary Data
INTERPRETATION
From the above table shows that 19% of the respondents purchased
due to the attraction of the News paper advertisements, 14% of the
respondents purchased due to attraction of the Magazines, 41% of the
respondents purchased due to attraction of the Television advertisements,
17% of the respondents purchased due to attraction of the
Posters/Banners, 9% of the respondents purchased due to attraction of the
Other factors.
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CHART 4.9
ADVERTISEMENT THROUGH WHICH MEDIA
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TABLE 4.10
PREFERRED COLOUR OF TVS APACHE BIKES
Colour No. of respondents Percentage
Yellow 14 14
Black 50 50
Red 15 15
Others 21 21
Total 100 100
Source: Primary Data
INTERPRETATION
From the above table reveals that 14% of the respondents like
yellow colour bike, 50% of the respondents like Black colour bike, 15% of
the respondents like Red colour bike and remaining 21% of the
respondents like other colour bike.
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CHART 4.10
PREFERRED COLOUR OF TVS APACHE BIKES
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TABLE 4.11
REASON FOR PURCHASING OF TVS APACHE BIKES
Reasons No.of
RespondentsPercentage
Easy Drive 24 24
Comfortable 47 47
Necessity 20 20
Luxury 9 9
Total 100 100
Source : Primary Data
INTERPRETATION :
From the above table shows that reason for purchasing the bike 47%
of the respondents said for comfortable, 24% of the respondents
purchasing for easy drive, 20% of the respondents purchasing for necessity
and only 9% of the respondents purchasing for luxury.
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CHART 4.11
REASON FOR PURCHASING OF TVS APACHE BIKES
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TABLE 4.12
PURPOSE OF USING THE OF TVS APACHE BIKES
PurposeNo.of
RespondentsPercentage
Social Status 9 9
Business 30 30
Office use 21 21
School / College 29 29
Comforts 7 7
Others 4 4
Total 100 100
Source : Primary Data
INTERPRETATION
From the table shows the reason for the possession of bike. It reveals
that 30% of the respondents using for business purpose, 29% of the
respondents are using for college, 21% of the respondents are using for
office going, 9% of the respondents are using for social status, 7% of the
respondents are using for comforts and only 4% of the respondents are
using for other purpose.
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CHART 4.12
PURPOSE OF USING THE OF TVS APACHE BIKES
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TABLE 4.13
KILOMETER TRAVELED PER DAY OF TVS APACHE BIKES
Kilometer per day No.of Respondents Percentage
Less than 50 16 16
50 to 100 52 52
100 to 150 18 18
Above 150 14 14
Total 100 100
Source : Primary Data
INTERPRETATION
From the above table clear that 16% of the respondents travel less
than 50km per day, 52% of the respondents travel 50 to 100km per day,
18% of the respondents travel 100 to 150 km per day and 14% of the
respondents only travel above 150km per day.
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CHART 4.13
KILOMETER TRAVELED PER DAY OF TVS APACHE BIKES
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TABLE 4.14
MILEAGE OF SERVICES OF TVS APACHE BIKES
Mileage of BikeNo.of
RespondentsPercentage
Below 1000 53 53
1000 to 2000 25 25
2000 to 3000 12 12
Above 3000 10 10
Total 100 100
Source : Primary Data
INTERPRETATION
From the above table clear that 53% of the respondents serviced
their bike below 1000 kilometer, 25% of the respondents 1000 to 2000
kilometer, 12% of the respondents 2000 to 3000 kilometer, 10% of the
respondents serviced their bike after 3000 kilometer.
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CHART 4.14
MILEAGE OF SERVICES OF TVS APACHE BIKES
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TABLE 4.15
HOW MANY YEARS, USING IN THIS BRAND OF TVS APACHE
BIKES
Period No.of Respondents Percentage
Less than 1 year 18 18
1 year to 5 years 50 50
5 years to 10 years 17 17
More than 10 years 15 15
Total 100 100
Source : Primary Data
INTERPRETATION
From the above table shows the how long year using for the bike,
18% of the respondents said for less than 1 year, 50% of the respondents
said for 1 year to 5 years, 17% of the respondents said for 5 years to 10
years and only 15% of the respondents said for more than 10 years.
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CHART 4.15
HOW MANY YEARS, USING IN THIS BRAND OF TVS APACHE BIKES
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TABLE 4.16
LOAN TAKEN FOR PURCHASING OF TVS APACHE BIKES
Options No.of Respondents Percentage
Yes 57 57
No 43 43
Total 100 100
Source : Primary Data
INTERPRETATION
From the above table is clear 57% of the respondents are
purchased TVS Apache bike by loan and 43% of the respondents
purchased on own sources.
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CHART 4.16
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LOAN TAKEN FOR PURCHASING OF TVS APACHE BIKES
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TABLE 4.17
INSTITUTION PROVIDING FINANCE FOR OF TVS APACHE
BIKES
Finance facilityNo.of
RespondentsPercentage
National Bank 19 19
Private Bank 46 46
Finance Company 25 25
Others 10 10
Total 100 100
Source : Primary Data
INTERPRETATION
From the above table is among the 19% of the respondents got loan
in national bank, 46% of the respondents got loan in private bank, 25% of
the respondents got loan in finance company and only 10% of the
respondents got loan in others.
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CHART 4.17
INSTITUTION PROVIDING FINANCE FOR OF TVS APACHE BIKES
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TABLE 4.18
SATISFACTION LEVEL OF THE TVS APACHE BIKES
Brand Varieties
HighlySatisfied
Satisfied Dissatisfied Total
No. % No. % No. % No. %
Fuel Efficiency 12 12 35 35 53 53 100 100
Comfort of convenience 15 15 42 42 43 43 100 100
Minimum Maintenance 25 25 36 36 39 39 100 100
Prestige 46 46 32 32 22 22 100 100
High Speed 56 56 40 40 4 4 100 100
Pleasure 32 32 28 28 40 40 100 100
Engine Life 40 40 36 36 24 24 100 100
Brand Variety 36 36 50 50 14 14 100 100
Easy Credit 26 26 42 42 32 32 100 100
Easy Availability of Spare
Parts29 29 48 48 23 23 100 100
Exchange Facility 40 40 28 28 32 32 100 100
Total 100 100
Source : Primary data
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INTERPRETATION
Fuel Efficiency
Out of 100 respondents, 12% of the respondents are highly satisfied
with fuel efficiency, 35% of the respondents are satisfied and 53% of the
respondents are dissatisfied with fuel efficiency.
Comfort of convenience
Out of 100 respondents, 15% of the respondents are highly satisfied
with Comfort of convenience, 42% of the respondents are satisfied and
43% of the respondents are dissatisfied with Comfort of convenience.
Minimum Maintenance
Out of 100 respondents, 25% of the respondents are highly satisfied
with Minimum Maintenance, 36% of the respondents are satisfied and
39% of the respondents are dissatisfied with Minimum Maintenance.
Prestige
Out of 100 respondents, 46% of the respondents are highly satisfied
with Prestige, 32% of the respondents are satisfied and 22% of the
respondents are dissatisfied with Prestige.
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High Speed
Out of 100 respondents, 56% of the respondents are highly satisfied
with High Speed, 40% of the respondents are satisfied and only 4% of the
respondents are dissatisfied with High Speed.
Pleasure
Out of 100 respondents, 32% of the respondents are highly satisfied
with Pleasure, 28% of the respondents are satisfied and 40% of the
respondents are dissatisfied with Pleasure.
Engine Life
Out of 100 respondents, 40% of the respondents are highly satisfied
with Engine Life, 36% of the respondents are satisfied and 24% of the
respondents are dissatisfied with Engine Life.
Brand Variety
Out of 100 respondents, 36% of the respondents are highly satisfied
with Brand Variety, 50% of the respondents are satisfied and 14% of the
respondents are dissatisfied with Brand Variety.
Easy Credit
Out of 100 respondents, 26% of the respondents are highly satisfied
with Easy Credit, 42% of the respondents are satisfied and 32% of the
respondents are dissatisfied with Easy Credit.
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Easy Availability of Spare Parts
Out of 100 respondents, 29% of the respondents are highly satisfied
with Easy Availability of Spare Parts, 48% of the respondents are
satisfied and 23% of the respondents are dissatisfied with Easy Availability
of Spare Parts.
Exchange Facility
Out of 100 respondents, 40% of the respondents are highly satisfied
with Exchange Facility, 28% of the respondents are satisfied and 32% of
the respondents are dissatisfied with Exchange Facility.
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TABLE 4.19
INCONVENIENCE OF TVS APACHE BIKES
S.NoState the Inconvenience of present
Brand
No.of
RespondentsPercentage
1 High maintenance cost 49 49
2 More fuel consumption 22 22
3 Low capacity 15 15
4 No road grip 12 12
5 Others 2 2
Total 100 100
Source : Primary Data
INTERPRETATION
The above table shows the complaints about the bike among the
respondent inconvenience, 49% of the respondents said for high
maintenance cost, 22% of the respondents said for more fuel
consumption, 15% of the respondents said for low capacity, 12% of the
respondents said for no road grip and only 2% of the respondents said for
others.
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CHAPTER V
SUMMARY OF FINDINGS, SUGGESTIONS AND
CONCLUSION5.1 FINDINGS
Out of 100 respondents 14% of the respondents are in the age group
of below 20, 58% of the respondents are in the age group of21-
30, 18% of the respondents are in the age group of 31-40, 8% of
the respondents are in the age group of 41-50 and 2% of the
respondents are in the age group of above 50
Out of 100 respondents 38% of the respondents are married and
remaining 62% of the respondents are unmarried.
Out of 100 respondents 12% of the respondents are up to higher
secondary level, 26% of the respondents are in UG level, 32% of
the respondents are in PG level, 18% of the respondents are in
professional level and 12% of the respondents are in others.
Out of 100 respondents reveals that 15% of the users are employees,
34% of the users are business man, 20% of the users are students,
6% of the users are farmers, 20% of the users are professionals and
5% of the users are others.
Out of 100 respondents clear that 21% of the respondents are in the
income group of below Rs.10,000, 45% of the respondents are inthe income group of Rs.10,001-Rs.20,000, 20% of the respondents
are in the income group of Rs.20,001-Rs.30,000 and 14% of the
respondents are in the income group of above Rs.30,000.
Out of 100 respondents reveals that, 36% of the respondents are
have up to2 members in their home, 55% of the respondents are
family 3 5 members of family size and 9% of the respondents arehave above 5 members in their family.
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Out of 100 respondents shows that 40% of the respondents have
Apache FI 160, 30% of the respondents have Apache 160 Hyper
Edge, 22% of the respondents have Apache RTR 180 ABS and
remaining 8% of the respondents using Apache RTR 180.
Out of 100 respondents, influence sources noticed that 47% of the
respondents purchased their TVS Apache bikes as per the advice of
his friends, 20% of the respondents purchased due to the attraction
of advertisement, 10% of the respondents purchased due to the
influence of spouse, 16% of the respondents purchased due to the
attraction of the schemes provided by the dealers and only 7% of the
respondents purchased their bikes out of their own decision
Out of 100 respondents shows that 19% of the respondents
purchased due to the attraction of the News paper advertisements,
14% of the respondents purchased due to attraction of the
Magazines, 41% of the respondents purchased due to attraction of
the Television advertisements, 17% of the respondents purchased
due to attraction of the Posters/Banners, 9% of the respondents
purchased due to attraction of the Other factors.
Out of 100 respondents reveals that 14% of the respondents like
yellow colour bike, 50% of the respondents like Black colour bike,
15% of the respondents like Red colour bike and remaining 21% of
the respondents like other colour bike. Out of 100 respondents shows that reason for purchasing the bike
47% of the respondents said for comfortable, 24% of the
respondents purchasing for easy drive, 20% of the respondents
purchasing for necessity and only 9% of the respondents purchasing
for luxury.
Out of 100 respondents shows the reason for the possession of bike.
It reveals that 30% of the respondents using for business purpose,
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29% of the respondents are using for college, 21% of the
respondents are using for office going, 9% of the respondents are
using for social status, 7% of the respondents are using for comforts
and only 4% of the respondents are using for other purpose.
Out of 100 respondents clear that 16% of the respondents travel less
than 50km per day, 52% of the respondents travel 50 to 100km per
day, 18% of the respondents travel 100 to 150 km per day and 14%
of the respondents only travel above 150km per day.
Out of 100 respondents clear that 53% of the respondents serviced
their bike below 1000 kilometer, 25% of the respondents 1000 to
2000 kilometer, 12% of the respondents 2000 to 3000 kilometer,
10% of the respondents serviced their bike after 3000 kilometer.
Out of 100 respondents shows the how long year using for the bike,
18% of the respondents said for less than 1 year, 50% of the
respondents said for 1 year to 5 years, 17% of the respondents said
for 5 years to 10 years and only 15% of the respondents said for
more than 10 years.
Out of 100 respondents is clear 57% of the respondents are
purchased TVS Apache bike by loan and 43% of the respondents
purchased on own sources.
Out of 100 respondents is among the 19% of the respondents got
loan in national bank, 46% of the respondents got loan in privatebank, 25% of the respondents got loan in finance company and only
10% of the respondents got loan in others.
Fuel Efficiency
Out of 100 respondents, 12% of the respondents are highly satisfied
with fuel efficiency, 35% of the respondents are satisfied and 53% of the
respondents are dissatisfied with fuel efficiency.
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Comfort of convenience
Out of 100 respondents, 15% of the respondents are highly satisfied
with Comfort of convenience, 42% of the respondents are satisfied and
43% of the respondents are dissatisfied with Comfort of convenience.
Minimum Maintenance
Out of 100 respondents, 25% of the respondents are highly satisfied
with Minimum Maintenance, 36% of the respondents are satisfied and
39% of the respondents are dissatisfied with Minimum Maintenance.
Prestige
Out of 100 respondents, 46% of the respondents are highly satisfied
with Prestige, 32% of the respondents are satisfied and 22% of the
respondents are dissatisfied with Prestige.
High Speed
Out of 100 respondents, 56% of the respondents are highly satisfied
with High Speed, 40% of the respondents are satisfied and only 4% of the
respondents are dissatisfied with High Speed.
Pleasure
Out of 100 respondents, 32% of the respondents are highly satisfiedwith Pleasure, 28% of the respondents are satisfied and 40% of the
respondents are dissatisfied with Pleasure.
Engine Life
Out of 100 respondents, 40% of the respondents are highly satisfied
with Engine Life, 36% of the respondents are satisfied and 24% of the
respondents are dissatisfied with Engine Life.
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Brand Variety
Out of 100 respondents, 36% of the respondents are highly satisfied
with Brand Variety, 50% of the respondents are satisfied and 14% of the
respondents are dissatisfied with Brand Variety.
Easy Credit
Out of 100 respondents, 26% of the respondents are highly satisfied
with Easy Credit, 42% of the respondents are satisfied and 32% of the
respondents are dissatisfied with Easy Credit.
Easy Availability of Spare Parts
Out of 100 respondents, 29% of the respondents are highly satisfied
with Easy Availability of Spare Parts, 48% of the respondents are
satisfied and 23% of the respondents are dissatisfied with Easy Availability
of Spare Parts.
Exchange Facility
Out of 100 respondents, 40% of the respondents are highly satisfied
with Exchange Facility, 28% of the respondents are satisfied and 32% of
the respondents are dissatisfied with Exchange Facility.
Out of 100 respondents shows the complaints about the bike amongthe respondent inconvenience, 49% of the respondents said for high
maintenance cost, 22% of the respondents said for more fuel
consumption, 15% of the respondents said for low capacity, 12% of the
respondents said for no road grip and only 2% of the respondents said for
others.
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5.2 SUGGESTIONS
Marketing of two wheeler starts and ends with the consumer.
Hence Apache bike has to identify the trend and try to anticipate the
desires of the consumer.
Hence Apache bike in order to expand their market share tries to
attract new consumer.
The company should have to improve the specification level of
advertisement to boost up sales.
The company should have to improve the satisfaction level of after
sales & service.
Maintenance cost is more in particular brand and steps may be taken
to reduce the cost.
Most of the respondents feel that the vehicle price is higher and
small income group can also afferent to purchase bike in instalment
basis.
The company should try to improve the satisfaction level of the re-
sale value.
The company should try to improve the satisfaction level of mileage.
The company should try to improve the easy availability of spare
parts in all areas.
The company should try to improve the performance of engine life.
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5.3 CONCLUSION
For all the products consumer satisfaction is very essential, because
consumer is the king in the modern marketing. This researchers study
reveal with the degree of consumer satisfaction with brand of TVS Apache
bikes.
Every model should give more importance to consumer satisfaction.
If the degree of consumer satisfaction is more, they will recommended
others to purchase the same brand. It will increase the reputation and sales
volume of the organization. The consumers are able to provide information
with regard to factors of dissatisfaction. It is very much useful to the
Apache bike to rectify those factors.
The researchers study concludes that the performances of Apache
bike are good. To increase the sales the concern can concentrate on certain
factors like price, mileage and service etc.,