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A PROJECT REPORT ON
A PROJECT REPORT ON
CONSUMER opinion towards
two wheeler tyres with special
reference to mrf tyres
(A study in venus wheels)PROJECT REPORT
submitted in partial fulfillment of the requirementFor the award of degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted BY
R. SatyanarayanaHT.No. 09098-C-1026Under the guidance of Sri V.v. Narsi Reddy
M.B.A., M.Phil., (P.hD)
DEPARTMENT OF MANAGEMENT STUDIESKAVITHA MEMORIAL P.G. COLLEGE (Affiliated to Kakatiya University, Warangal, A.P.)
KHAMMAM 2008 2010.KAVITHA MEMORIAL POST-GRADUATE COLLEGE
(Recognized by Govt of A.P, Affiliated to kakatiya university and
approved by AICTE, New Delhi.)
N.S.T Road,Nehru Nagar, KHAMMAM-507002.A.P.
certificate
This is to certify that Mr. R. Satyanarayana, S/o. Atchaiah bearing Hall Ticket No. 09098-C-1026, a student of our college, studying M.B.A. final year has successfully completed his project work entitled consumer opinion towards two wheeler tyres with special reference to mrf tyresThis project is submitted in partial fulfillment of the requirement for the award of MASTERS DEGREE IN BUSINESS ADMINISTRATION(PRINCIPAL)
V.V. Narsi Reddy, M.BA, M.Phil., (Ph.D) Head Department of Commerce &Lecturer in Commerce & Business Management
Business Management Kavitha Memorial PG College Khammam 507002
CERTIFICATE
This is to certify that Mr. R. Satyanarayana, S/o. Atchaiah bearing Hall Ticket No. 09098-C-1026, a student of our college, studying M.B.A. final year has successfully completed his project work entitled consumer opinion towards two wheeler tyres with special reference to mrf tyresThis is a record of bonafide work done by him under my guidance and supervision.
V.V. Narsi Reddy
HEAD OF THE DEPARTMENT.
V.V. Narsi Reddy, M.BA, M.Phil., (Ph.D) Head Department of Commerce &Lecturer in Commerce & Business Management
Business Management Kavitha Memorial PG College Khammam 507002
CERTIFICATE
This is to certify that Mr. R. Satyanarayana, S/o. Atchaiah bearing Hall Ticket No. 09098-C-1026, a student of our college, studying M.B.A. final year has successfully completed his project work entitled consumer opinion towards two wheeler tyres with special reference to mrf tyresThis is a record of bonafide work done by him under my guidance and supervision.
V.V. Narsi Reddy
HEAD OF THE DEPARTMENT.
ACKNOWLEDGEMENTI would like to express my gratitude to Mr. N. Satyanarayana, Manager of Venus Wheels, Authorised Dealer for MRF Tyres Khammam for giving me an opportunity to do this project work.
I am thankful to my project guide and Head of the Department Sri V.V. Narsi Reddy sir for giving his humble guidance to me to complete the project in an effective manner.
I am deeply indebted to Mr. K.V. Ramana Rao, Principal of Kavitha Memorial P.G. College, Khammam for his constant encouragement in carrying out my project work.My sincere thanks to our faculty members for the unenviable job of giving instructions and keeping the project rolling and on track.
Last but not the least I am very much thankful to my respondents for giving me necessary information without which project would have been a distant dream.I would like to thank all my friends whose constant doubts and suggestions inspired me through out the course of my project.
R. SatyanarayanaDECLARATION
I, hereby declare that this project report entitled consumer opinion towards two wheelers tyres with special reference to mrf tyres has been prepared by me during the year 2006-08, under the guidance of Sri V.V. Narsi Reddy This project is submitted in partial fulfillment of the requirement for the award of MASTERS DEGREE IN BUSINESS ADMINISTRATION.Date:
(R. Satya Narayana)Place: Khammam
CONTENTS
CHAPTER I
INTRODUCTION.
CHAPTER II
COMPANY PROFILE.
organization profile
product profile
CHAPTER III
THEORITICAL aspects
CHAPTER IV
DATA ANALYSIS & INTERPRETATION.
CHAPTER V
FINDINGS & CONCLUSIONS.
QUESTIONNAIRE
BIBLIOGRAPHYCHAPTER I
INTRODUCTION TO BUSINESS
All creative human activities relating to the production of goods and service for satisfying human wants are known as " BUSINESS " it is also a gainful procedure through which individuals and groups exchange goods and services. Human activities may be categorizes as economic and non-economic. Economic activities are related to the production of wealth. Every human being under takes same kind of work with a view to earn his living. All these activities create utilities. Non-economic activities are not under taken with economic matinees, they may be in the form of social service tic, the element of profit, which is prevalent in economic activities, distinguishes them from non-economic activities.
DEFINITIONS:-
1) "Business may be defined as human activity directed towards providing (or) acquiring wealth through buying and selling".
"L.H.HANEY"
2) "An institution organized and operated to provide goods and services to the society under the incentive of private gain".
PRESENT BUSINESS ENVIRONMENT:-
In the light of globalization and privatization became more complex GATT agreement and evolution of World Trade Organization had change the Worlds economic picture tremendously. Developed country's dumping the products to the developing countries consequently most of the industry's in the developing and in poor countries are became absolute several indigenous industries are searching to self defense measurement.
Segmentation is taking place with regard to all products multiple channels of distribution are replacing single channels. The good products are being passed through various intermediates before they are finally reaching the consumer. Marketing intermediaries are playing vital role in the smooth distribution of goods from manufacture to the consumer. Advertising has become compulsory through they have become costly. Markets are not restricted to, as peek market is exists through out the country even in foreign countries also. All these have made the company's to change their attitudes and they of operations.
Finally the company's which are best satisfy their customers will be the winners. It is the prime reasonability of the markets finance the requirements of the markets place and to help their company's translated them into solution that with in customer's approval. Today sound concentration companies are not nearly looking for sales They are very much in Song term, naturally satisfying: customer's relations through providing quality product service.
DEFINITIONS OF MARKETING:-
According to the American Marketing Association;
"Marketing as the performance business activities that direct the flow of goods and services from producer to consumer (or) user".
PHILIP KOTLER:-
Defines "marketing as the set of human activities directed at facilitating and consummating exchanges. The essence of marketing is exchange of products and the transaction is to satisfy human needs and wants".
Paul Maser Defined :
In order to survive these company's are searching in a new ways are" improving there products sales, in this part improving the quality for their products in the consumers.
In this juncture survey of markets collection of consumer opinions, study of consumer behavior is highly needed.
In this modern days consumers needs and taster are changing rapidly from days to day in order to catch pulse of the consumer this type of servers opinion pools are highly needed.INTRODUCTION to marketing
Marketing is indeed an ancient art; it has been practiced in the one form or other since the days of Adam and Eve. Marketing is a comprehensive term and it includes all resources and set of activities necessary to direct and facilitate the flow of goods and services from producers to consumer in the Process of distribution. Its emergence as a management discipline, however it is relatively recent origin.
The pre-industrial revolution world was characterized by agriculture cum Handicraft economy. Practically every village community produced its own Food, clothing, shelter and household equipment. Agriculturist and crafts-Men were the main producers of this era. The agriculturists, whether he Produced corn or cotton, meat or butter disposed of the surplus after Meeting his own requirement, in his immediate neighborhood. In other Words, marketing under those conditions meant a task of producing the Basic necessities of life and hanging them with known consumer groups in the immediate neighborhood. This represented stage of barter in the evaluation meeting. The evaluation of marketing was that of money economy. For reaching stages in the industrial new products, new systems of manufacturer, new models of transportation and communication. After Second World War, the size and character of marketers changed enormously.
Marketing comprises all activities involved in the determination and satisfaction Of consumer needs at a profit.
TYPES OF MARKETS:
1. On the basis of selling area, we have local, National and International markets.
2. On the basis of article of trade, we have product markets.
3. On the basis of nature of exchange dealings, we have spot or cash markets and futures or forward markets.
4. On the basis of nature of goods sold, we have consumer goods market and industrial goods market.
5. On the basis of period we gave short term and long-term markets.
6. On the basis of nature and magnitude of selling, we have wholesale and retail markets.
Market segmentation:-
Market segmentation is the process are disaggregating the total market into the number of sub marketing, markets can be segmented using several bases. Market segmentation explaining several benefits on the marketing man.
1. It helps him to distinguish one customer group from another with in a given market.
2. It enables him to decide which segment of the market should from his target market.
3. It also enables the effective crystallization of the specific needs of the buyers in the target market and facilitates an in-depth study of the characteristics of the buyers.
Types of markets :-
1)On the basis of selling area, we have local, national and international markets.
2)On the basis of article of trade, we have product markets.
3) On the basis of nature of exchange dealings, we have spot or cash markets and features of forward markets.
4) On the basis of nature of goods sold, we have consumer goods market and industrial goods market.
5) On the basis of period, we have short-term and long-tern markets.
6) On the basis of nature and magnetic use of selling, we have Chocease and retail markets.
Market segmentation:
Market segmentation is the process (or) desegregating the total market in to no of sub marketing, markets can be segmented using several bases. Markets segmentation explains several benefits on the marketing man.
7) It helps in distinguishes on customer group from another with in a given market.
8) It enables him to decide which segment of the market; should from it is target market.
9) It also enables the effective crystallization of the specifies needs of the buyers in the target market and facilitates an in-depth study of characteristics of the buyers.
IMPORTANCE OF MARKETING
Before independence no importance was attached to marketing management. India had always remind mainly as agricultural country. After independence steps were taken to industrialize the country rapidly.
In the initial stages of industrialization. The production was importance the later stages the distribution function gained and outstanding significance. This was of course influenced by the emerging trends in competition.
The following points forever importance of marketing:
1. It is an instrument in improving the living standards:-
10) Human life is a patent example of inters dependence. The society today is classified into three namely rich, middle, and poor. Based on the purchasing power or capacity each class has developed its own life style and standard of living level. Despite all the differences in their level of living every member of society depends on marketing system for his needs.
11) Marketing is a means through which production and purchasing power or converted into consumption.
12) Prof. MALCOLN meaner says "marketing is the creation and delivery of standard of living to the society".
2. It generates gainful employment opportunities.
13) Just as every industry provides employment opportunity to thousands of skilled, semi - skilled and unskilled works and various positions and capacities.14) The major function of marketing are buying, selling, transportation financing, Risk bearing, Market intelligence and standardization. Each function has countless job openings.15) Roughly 40% population is engaged directly or indirectly in marketing activities.16) It is a source of employment and livelihood for who have skill and will to work hard.3. It stabiles the economic condition:
17) Economic stability is the sure sign of any efficient and dynamic economy. It indicates that the economy activities not only at high key but are constant and continuous.18) It implies existence of near full employment, flexible prices and perfect match between production and consumption are supply and demand for goods and service.
19) The production exceeds consumption there will fall in price, imbalance in the market, in the same way if the consumption exceeds production the middle and class will suffer most. The point lies in reducing the extremes, which is made possible by connecting belt of marketing, it links the production and consumption in Equilibrium State and problem solved.4. Is an out let to earn profile:-
20) Profit is the core on which the super structure business is built. To earn profits, business community has to struggle hard there is no any formula for windfall profile.21) It is marketing that provides countless opportunities to earn amount of profits through creation of utilities like place, time, possession and image.Place-exists when a product is readily accessible to potential customers.Time - is making a product available to customers when they want.Possession - when a customer buys the product then the ownership is transferred from is seller to buyer.Image - is an emotional and psychological value that a person attaches to a product or brand. Marketing especially forms of promotion of a contribute, greatly to the creation of images.
MARKETING RESEARCH
From the discussion in the proceeding chapters three important points emerge which are relevant fro any marketing executive. First, those consumer interest and market considerations are the kingpins of marketing decisions. Seconds that the Indian market and its environment present both Varity and complexity and third, that the Varity of factors governing consumer behavior for the con found this complexity.Under these circumstances market is both a problem send a challenge. To meet this problem and challenge, it is essential for every marketing manager to develop a dependable marketing data and information base for decision-making. For generating such data and information, it is essential that every marketing organization collects, records, and analyses relevant data this job of collecting.
Recording and analyzing relevant data for marketing decisions is known as marketing research.Scope and applications of marketing research :-
The scope of marketing research, stretches from the identification of consumer wants and needs to the evaluation of consumer satisfaction. It includes research in respect of consumers, product, sales, distribution channels, advertising, pricing and physical distribution. It also covers sales forecasting for company's products which has dealt with in chapter 14 while discussing planning of marketing research may the following classification of marketing research activity.1. Consumer research:-
Consumer research seeks answers to a variety of questing in respect of consumer characteristics and behavior. The aim of this research is to develop an understanding about consumers, both current and potential, and the level of satisfaction expected and derived by them from company's products. Broadly, the areas of consumer research include the following:22) Determining the demographics of both excising and potential consumers.
23) Identify the consumer needs and product expectation levels.
24) Identifying the factors influencing purchases decisions; and
25) Ascertaining the levels of consumer satisfaction.
Market research:-
Market research answers questions in respect of different markets. The purpose of this research is to gather facts about markets and government, so as to enhance the competitive strength of the company in the market place. The areas of market research broadly include.26) Determining the size of both current and potential market.
27) Accessing the market trends;
28) Asserting the strength and weakness of competitors marketing strategies;
29) Determining the impact of current and contemplated legislative actions of the state on the marketing effort of the company; and Demand and sales forecasting.Product research:-
Product research addresses it self to the question associated with the products of the company and competitors. The purpose of this research is to Findus the product image, which will be compatible with the self-image of consumer and ascertain whether the former really fits in to the later or not. Product research, thus, becomes an important vehicle for implementing the marketing concept. The areas of product research includes:
30) Evaluating performance of company's products in terms of sales profits, and market segments;31) Determining modifications in the existing products;
32) Determining consumer acceptance products;
33) Undertaking comparative studies of the competitive products;
34) Evaluating the new competitive products;
35) Determining current or new uses of existing products; 36) Market-testing of new products;
37) Testing package and label designs; and38) Appraising diversification and simplification plans.4. Sales research:-
Sales research attempts to answer questions relating to the sales of company's products. The purpose is to find the sales potential and appraise sales performance of company's products the broad areas of sales research include.39) Determining and appraising sales methods;
40) Establishing and revising and sales territories;
41) Measuring sales performance in terms of volume: and profits;
42) Analyzing the operation and appraising the performance of sales personnel.43) Determining sales quote and other standard of performance for different market segments and sales personal; and44) Determining the mode of compensating sales personal
5. Distribution channel research:-
In distribution channel research addresses themselves to the questions relating to channel and intermediaries engaged by the company to transfer ownership of products to consumers. The purpose of this research is to identify the appropriate distribution channel and intermediaries and to ascertain whether they help the company in meeting the consumer needs or not. The broad areas s of channel research include;45) Identifying the existing and potential distribution channel and appraising their relative strengths and weakness in the context of consumer needs.
46) Identifying the appropriate intermediaries for products and determining their number and type;47) Measuring and evaluating the performance of the channel and different intermediaries; and48) Determining the needs of the dealers and the factors governing their behavior.
6. Advertising research:-
Advertising is one of the important consumers marketing areas in which marketing researchers are involved these days. The purpose of this research is to make the company's product and other allied messages worthy of effective reception at the consumer - end so that consumers are induced to act in the manner desired by company. The areas of advertising research broadly include;
49) Determining the advertising messages and appeals in the light of consumer research findings;50) Comparing the probable effectiveness of the alternative advertisements copies;
51) Select the advertising media; and
52) Evaluate the advertising effectiveness.
7. Pricing research:-
!n pricing research, answers are soft to questions relating to the ability of consumer to pay. The purpose of this research is to find out the price expectations of consumer and their responses and reactions to them. The areas of research broadly include;
53) Determining the price expectations of consumer in different market segments;
54) Comparing the price strategies of the competitors;
55) Testing the alternative price strategies; and
56) Evaluating the consumer reactions and responses to the company prices.
8. Physical distribution research:-
In physical- distribution research, researcher addresses themselves to problems connected with the holding, handling and transportation of finished products. The purpose of this research is to explore the possibilities of cost reduction in any of these areas and enhancing the time and place utilities of products. The areas of research include;57) Determining the opinion inventory levels;
58) Determining the design and location of distribution centers; and
59) Considering the economic of the different modes of materials handling and transporting and determining their suitability.9 Post - transaction research:-
It involves in to all those problems are not covered above but otherwise concern marketing of company's products. It also encompassed s receiving feedback from the market about consumer satisfaction it may include, inter, -ail.60) Studying and anticipating legislative and administrative actions of state effecting marketing of company's products, for example, price and product regulations; and61) Ascertaining consumer opinion and determining the level of consumer satisfaction.The scope of marketing research described above indicates the span research operations marketing people in a company may be called upon to perform. It includes practically all aspects of marketing. However, the description is only indicative and not exhaustive. There may be many more and varied problems. Which may be investigated and for which answers sought. The actual scope, nonetheless, depends on the specific needs of a company and the compulsions of the marketing situation to which the company is exposed.
Objectives of the study:-
62) To study about the MRF tyres.
63) To evaluate the MRF performance in the market.
64) To study about the product differentiation of MRF v/with other competitive tyres.
65) To know how much percentage of promotional activities 5 influences the sales.66) To study about the consumer satisfaction towards MRF tyre.
67) To study the influence of dealers.
Methodologies:-
In the present study, the information and data is collected by using well prepare questionnaire after collecting questionnaire form respondent the statistical tools and references are used for tabulating and analyzing the data with simple average and percentage.Tools:-
Follow of the tools of data used for the study.
68) Primary data
69) Secondary data
1. Primary data:-
Prescribed questionnaire collects data from the owners of vehicles.
2. Secondary data:-
Data collected from the record of dealer, magazines, and newspapers.
Limitations of the study:-
70) This study is limited to Khammam and it's surrounding areas.
71) Many buyers have no knowledge about the product
72) Data presented in this study is based on the opinions of the limited respondents i.e. 100 members.73) The secondary data is based on the information from newspapers, magazines and library literatures only.
CHAPTER-II
COMPANY PROFILE
HISTORY OF THE MRF COMPANY:-
MRF Company has established on 1960 to take over the business of the madras rubber factory, later went public in 1961.The company has its factories at tirurotiyur, Arakkoniim, Madak, Kottayam, and GoaK.M.Mammon Mappillai is the chairman and Managing Director of MRF Company. MRF Company has 299 shares. The company manufactures Tyres and tubes in collaboration with mans field tire and rubber. Its products include Nylogrip, Sigrna, Tyredrom etc.
Has financials:-
Has for the current situation in the tire industry. MRF is not industry worried over the falling quarter. The profits for the second successive quarter in the current fiscal (July - June) 2004 as profits came despite continuing recession in the heavy and commercial vehicle in the first six months of the current financial year. MRF earned is moderate over the first six months of the current financial the total net sales of the MRF company is 774.99 crores. Expenses are 6.43 crores the net profit of the 17.07 crores, the share value of the each share is 107- MRF provided 3113253 shares for the company has been designing and developing new products for various markets it seems to have perceived the needs of modernizing.Currently MRF exposes to same as countries and in 2003 to 2004 (July - June) it has not head up sales.Marketing information:
The company has been designing and developing new products for various markets it seems to have perceived the needs of modernizing.Currently, MRF exports to some 65 countries and in 2004 (June - July), it has not head up sales worth rupees 190 crore from its export initiatives.(Sales increased by 14.4% troupes 151.3 crore during the year.) the experts are skill to those in India like Pakisthan and Latin American countries.
CHAPTER-II
ORGANIZATION PROFILE
History of the organization:-The organization is located opposite SBI, Wyra road, Khammarn. Which is considered as prime locating of the town.It was started in 1999 April 12th with a capital lOlakes. The managing director of the organization is G.Ashok Kumar M.Tech.
Some capital is own capital that is 60%. Some capital loans u. 40% in seasonal time there was so many sales per day and increasing the sales in seasonal days they sell Rs.20,000 per day. The organization is into giving credit facilities. The organization is running on by dealer.
Objectives of the organization:-The objectives of the organizations are as follows.
1) Improve the sales.
2) To serve the consumers.3) To provide the goods to consumer at low cost with high quality.The organizational structure:-
The organization is consists of four employees and their managing partner. They are one accountant, one cashier, and one to two helpers. They work for the development of organization.
Function of manager :-
1. He takes all the decisions about organization.
2. He checks employee's management.3. He manages all the business him self with the help of employees.
4. Effective co-ordination with customers.5. He defines duties and responsibilities of the employees.6. Fixing the sales target.
7. Effective control.
8. Growth and expansion of the business.Purchasing producer: -
Dealers purchase types on guarantee condition. Dealers sent the data to the company demand of sales. Dealers must purchase the 24 tractor Tyres sales from the company every month and they must sale them. They will purchase passengers Tyres also.Dealer credit : -
Dealer is following credit for one month.
Dealer information:-
In MRF Company dealer must follow some rules.
When dealer want to start MRF tyre business the company must have deposits.
Dealers sale only MRF tyres. The dealer pays money to the company by checks. Dealer must follow the measurements of organization length and breadth and height. Dealers must purchase 24 tractor tyre sets in 9 months. They purchase passenger tyres also. They will maintain minimum stock.Payment procedure:-
Customer payment procedure: -
Customer have no credit facility only spot payment.
Dealer payment procedure:-
Dealer pays money to the company by check. Dealer has one month credit facility.
Duties of the account:-
a. He maintained daily transaction in the books.
b. He deals with various government agencies.
c. He maintained books of account properly and regularly.
Duties of Cashier:-
1) He maintained all the cash transaction properly.
2) Checking the payments and receipts.CHAPTER-II
PRODUCT PROFILEIntroduction of tyres (MRF):Tyre is an instrument, which can be the lead of the vehicle through the air media occupies in between the tyre and disk of the vehicle and it transform is to displacement.Technical the load of the vehicle carried by the air only, the tyre is used for displacement. The tyres of classified depending on the tyre of vehicle and loading condition. The tyres can be classified in to different categorie-s such as radial, bion, tyres.The tyre can be classified in to three parts.1. Seeding.2. Carrying.3. Base and mileage rubber,Firstly the cars can be framed according to the size of the iick of the vehicle and covered by the base rubber and then mileage rubber will be adced only that of the cars this will be cured at controlled temperature and steam, deepingUpon the size and the type of the tyre. Then this ml in to final product. Transportation of goods depends on tyres.Product process may be divided in two types.1. Cooling process.2. Hot process.1. Cooling process:-In cooling process first check the tyres. Cooling process has some stages. These area) Buffing.b) Grasping (cleaning).
c) Filling and building.
d) Curing.a) Buffering:-
First check the tyres. After check the tyre cut l/2 tyre. Buides are used to cut the lyre. In this stage gages also used to check the tyres. Remove the stones and cover that part with rubber,b) Grasping:-
In Grasping stage first clean the tyres. Then cut extra thread of tyre. Clean luges and also clean punched rubber.c) Filling and building:-
In filling stage whole fill with cushion. In building stag's fit the tyre. Valcaning solution used after grasping processing. After coating it is dried for one hour. After coating process filling process is made by the help of cushion. In the filling process to avoid air bubbles bladder card is used.d) Curing process:-
Using of air process is 65PSI steam PSI, temperature 141+-1.C, and duration's is 85. and this total process is called curing process. At this curing process envelope parachute cloth and vickins tape is required.2) Hot process: -
The hot process is also same as cooling process.
Features of MRF tyres:-
1) Compression reliefs at center; to prevent compression wear.
2) Extended shoulder: larger rote contact patch while cornering, for better transaction and grip.3) Rounded shoulder profile: Better chamber thrust for superior handling.4) Unique world class pattern, for the ultimate style in riding.5) Angled transverse grooves: to channel away and prevent hydroplanic.6)Hing per compound. Hind adhesion compound with reinforced treed, with reinforced treed, for superior performance and mileage.Advantages of MRF tyres:-
1. MRF tyres facilitates more mileage,
2. MRF tyres give more grips on the road.3. Exchange facility.4. More safty. Exchange facility.5. MRF tyres are having standard rubberin scientific procedure.
6. It gives more transport facilities.
7. N/1RF tyres are having retreading facility.8. Heavy weight superstar.9. Price is economic to al! people.10. Guarantee facility.Limitations of the Study :
74) This study is limited to the Khammam and its surrounding areas.
75) Many buyers have no knowledge about other products.
76) Data presented in this study is based on the opinions of the limited respondents.
77) The secondary data is based on the information from news papers, magazines and library literature only.
CHAPTER-III
Theoretical aspects
Consumer behaviours :
The term consumer behavior can be defined as the behavior that consumer displays in search for purchasing, using evaluating and disposing of products and services that they expect will satisfy their needs.
- sciffman
The study of consumer behavior is the study of how individuals make decision to spend their valuable resources i.e. money, time, effort on consumption related item.
It includes the study What they buy, why they buy, how they buy, when they buy, where they buy, how often they buy.
Consumer decision making processes :
Problem Identification
Search of information
Evaluation of alternatives
Product choice
Outcome
PROBLEM IDENTIFICATION:The recognition of a need or problem is likely to occur v/hen a consumer faced with a problem. It can also be viewed as either simple or complex. Simple problem recognition refers to needs that occur frequently and can deal with almost automatically. Complex problem recognition is a state in which a problem develops over a time, as an actual state and desired state gradually move a part.SEARCH OF INFORMATION:Search of information began when a consumer perceive a need that might be satisfied by the purchase and consumption of a product. A consumer in this state seems a need for information on which base a choice. If the consumer out side environment is useful information on which to base a choice.EVALUATION OF ALTERNATIVES: -When evaluating potential alternative consumers tends to use two types of information. A list of brands from which they plan to make their selections. The criteria consumers use in evaluating the brands that constitute their evoked sets usually are expressed in terms of product attributes that are important to them.PRODUCT CHOICE:-After the evaluation of alternatives stages, the consumer chooses one product keeping in view of the information gathered and absorbing alternatives in the market.CONSUMER BEHAVIOR AS AN INTERDISCIPLINARY SCIENCE:-Consumer behavior is a relatively new field of study with no history or body of research its own, the new discipline borrowed heavily from concept developed is other scientific discipline such as psychology, Sociology. Psychology, sociology, Cultural Anthropology and Economics.PSYCHOLOGY:Psychology is the study of the individual it includes the study of motivation, perception, attitude, personality and learning patterns. All these factors are integral to an understanding of consumer behavior. They enable use to understand the various consumption needs of individuals, their actions and reactions in response to different products and product messages and the way the personal characterstics and previous experience effect their product choice.SOCIOLOGY:Sociology is the study of groups. The action of individuals in groups often differ from the action of individuals operations alone. The influence of group membership, family structure and social clause on consumer behavior are all relevant to the study of consumer segments in the market place.TYPES OF GROUPS:PRIMARY GROUP:If a person interacts on a regular basis with other individuals, then these individuals can be considered as primary group.SECONDARY GROUP:If a person interacts only occasionally or if the frequently of interaction is less or if there is a less continuous interaction with other individuals, such groups are called secondary groups.FORMAL GROUP:If a group has highly defines structure, specific roles and authority levels and specific goals then such group is called formal group.INFORMAL GROUP:A group that* is formed without any objective and does not have any role or purpose are existence, is called informal group.THE FAMILY:- An individuals family is often occupies the best position to influence his or her consumer decision. The families importance in this regard is based upon the frequency of contact that the individuals has with other family members and extend of influences that the family has on the establishment of wide range of values, attitudes and behavior.FRIENDSHIP GROUP:-Friendship groups are informal groups. They does no" have any structure or authority levels. Consumers are likely to seek information from friends about product, particularly in electronics products, clothing, jewelry/ etc.
FORMAL SOCIAL GROUP:-Formal social groups are more remote and serve different functions for an individuals. A person joins a formal social group to fulfill specific goal like making new friends, meeting important people, broadening perspectives etc. the membership in such formal group may also influence the consumer behavior in several ways.SHOPPING GROUPS:Two or more people who shop together is called a shopping group. People like to shop with other who provide pleasant company or who had experience and knowledge in purchasing a desire product or service. It reduces risk of purchase decision. These groups influences purchase decision.WORK GROUPS:-A considerable amount of time that people spent at their jobs frequently or more than 35 hours per week provides sample opportunity for work groups to serve as a major influence on the consumption behavior of members.NEED AN IMPORTANCE OF THE STUDY OF CONSUMER BEHAVIOR: -In olden days, the importance of consumer's behavior was not realized because it was sellers market. But modern marketing is consumer oriented, therefore the study of consumer behavior is vital in framing production policies, decisions regarding channels of distribution, and all above decisions regarding sales promotions. The study of consumer behavior gives a great and keen interest as a consumer, as a marketer and as a student. As a consumer we benefit from the study related to consumer consumption decisions and trends. Such as what we buy, when we buy, where we buy, why we buy and how we buy.As a student to know the consumer behavior it is important for use to know the internal and external forces, that implies consumers to act in certain consumption related decisions. As marketer and further marketer, it is important for us toCHAPTER-IV
1. The table showing what is your family income for month.
Monthly Income
Number of RespondentsPercentage
Below 5,0001212%
5,000 10,0002020%
10,000 15,0002828%
Above 15,0004040%
Total 100 100%
Interpratation: The above table shows the information regarding respondents family income per month 12% of respondents was below 5,000. 20% of respondents was 5,000 10,000. 28% respondents was 10,000 15,000 40% respondents above 15,000.
2. Table showing Nature of customers
Options
Number of respondentsPercentage
Rural2424%
Semi-Rural2828%
Urban4848%
Total100100%
Interpratation: The above table shows information regarding place of the respondents. 24% of the respondents belongs to rural. 28% of the respondents belongs to semi-rural. 28% of the respondents belong to urban.
3. Table showing possession of the two wheeler vehicle.
Vehicle tyres posses (options)
Number of respondentsPercentage
Motor Cycle4040%
Scooter1212%
Moped1212%
Heavy Vehicle3636%
Total100100%
Interpratation: The above table shows information regarding the vehicle posses by the respondents. 40% of respondents posses motor cycle. 12% of respondents posses scooters. 12% of respondents posses moped. 18% of respondents posses heavy vehicles.
4. The table showing suggestion of purchase M.R.F.
Option
Number of respondentsPercentage
Friends1616%
Relatives2020%
Advertisement4444%
Personal Interest2020%
Total100100%
Interpretation: The above table shows information regarding the purchasing of M.R.F. tyres. 16% of respondents was suggested by the friends. 20% of respondents was suggested by the relatives. 44% of respondents was suggested by the advertisements. 20% of respondents was purchased with personal interest.
5. The table showing Influency factor to purchase the M.R.F.
Influencing factor (options)Number of respondentsPercentage
Price1616%
Durability2020%
Brand Image444%
Availability2020%
Total100100%
Interpretation: The above table shows that influency factors to the purchase the M.R.F. tyres. 16% of respondents was purchase the price. 20% of respondents was purchased the durability. 44% of respondents was purchase the brand image. 20% of respondents was purchases the availability.
6. The table showing how often M.R.F. tyres getting repair ?
Time period of getting repairs (option)
Number of respondentsPercentage
Frequently 44%
Very Frequently44%
Rarely6060%
Very Rarely2828%
Total100100%
Interpretation: In the above table shows that influence the respondents of M.R.F. tyres getting repairs. 4% of respondents was respond the frequently in getting repair in M.R.F. tyres. 4% of respondents was respond the getting repair very frequently. 60% of respondents was respond the getting repair rarely. 28% of respondents was respond the getting repair very rarely.
7. The table showing service of the dealer.Alternatives OptionNumber of respondentsPercentage
Very Good2020%
Good3030%
Average3030%
Below Average2020%
Total100100%
Interpretation: The above table show that respondents the service of M.R.F. dealer. 20% of respondents was feel very good. 30% of respondents was feel good. 30% of respondents was feel average. 20% of respondents feel below average.
8. The table showing assistance from dealer in maintaining M.R.F. Tyres.
Opinion
Number of respondentsPercentage
Yes6060%
No4040%
Total100100%
Interpretation: The above table shows regarding respondents of getting assistance from dealer in maintaining M.R.F. tyres. 60% of respondents was yes. 40% of respondents was no.
9. The table showing manufacturing defects in the tyre after your purchasing ?
Opinion
Number of respondentsPercentage
Yes4444%
No5656%
Total100100%
Interpretaion: In the above table shows the respondents of manufacturing defects. 44% of respondents was find the manufacturing defects. 56% of respondents was could not find the manufacturing defects.
10. The table showing marketing position of the M.R.F. Tyres.
Opinion
Number of respondentsPercentage
First Position5050%
Second Position2020%
Third Position1010%
Fourth Position2020%
Total100100%
Interpretation: In the above table show the respondents of market position of the M.R.F. tyres. 50% of respondents show the first position in the market. 20% of respondents show the second position in the market. 20% of respondents show the third position in the market. 20% of respondents shows the fourth position.
11. The table showing main competition for M.R.F. Tyres.
Competitor
Number of respondentsPercentage
J.K. Tyres5050%
Ceat2020%
Good Year3030%
Total100100%
Interpretation: On the above table was show the respondents of main competitor for M.R.F. tyres. 50% of respondents J.K. Tyres was competitor of M.R.F. Tyres. 20% of respondents Ceat tyres was competitor of M.R.F. Tyres. 30% of respondents good year was competitor of M.R.F. Tyres.CHAPTER V
suggestions
1. The respondents feel that to improve the MRF tuber quality change the manufacturing style and more grips on the tyre.
2. Try to increase the availability of tyres and try there be no defect in perforation of the tyre.
3. Price of the MRF tyre is higher when comparing to other brands so it is suggested that necessary steps must be taken to reduce the price.
4. It is advised to more advertising for creating more awareness in the consumers for increasing sales.
5. The company has to take necessary steps to prevent the duplication in rural areas.
6. Increase more number of dealer to extend the MRF tyres business in rural areas.
7. The credit policy of the company is also to be liberalized to motivate the dealers.
cONCLUSIONS
1. Brand image influence the consumers
2. Consumer came to know about M.R.F. tyres through advertisements.
3. Most of the consumers told that price should be kept reasonable.
4. More show rooms should be open.
5. Maximum respondents are satisfied with dealers service.
6. Improve the quality at reasonable price.
BIBLIOGRAPHY
1. MARKETING MANAGEMENT
PHILIP KOTLER.
2. CONSUMER BEHAVIOUR
LEON G. SHIFMAN &
LESIE LAZER KANDK.
3. MARKETING MANAGEMENT
RAMASWAMY &
NAMA KUMARI
4. MARKETING RESEARCH
RAMANJAN MAJUMDAR.
5. MARKETING
AMANAGERIAL INTRODUCTION
J.C. GANDHI
GENERAL QUESTIONNAIRE
Consumer Opinion towards MRF TyresName:_____________________________
Age
:_____________________________
Gender:_____________________________
Occupation:_____________________________
1)What is your monthly Income ?[ ]
a)Below 5000b)5000 to 10,000
c)10,000 15,000d)15,000 above
2)What kinds of vehicle do you posses ? [ ]
a)Motor Cycleb)Scooter
c)Mopedd)Heavy Vehicle
3)Who suggested you to buy MRF tyres[ ]
a)Friendsb)Parents
c)Advertisementd)Personal Interest
4)What is influencing factor to purchase it.[ ]
a)Priceb)Durability
c)Brand Imaged)Availability
5)How often MRF tyres getting repair ? [ ]
a)Frequentlyb)Very frequently
c)Rarelyd)Very rarely
6)What do you feel about services of dealer ?[ ]
a)Very goodb)Good
c)Averaged)Dealer
7)Are you getting assistance from dealer in maintaining MRF Tyres
[ ]
a)Yesb)No
8)Have you find any manufacturing defects in the Tyre after your purchasing?
[ ]
a)Yesb)No
9)What is the market position of the MRF tyre ?[ ]
a)Firstb)Second
c)Thirdd)Fourth
10)According to your knowledge that is the main competitor for MRF Tyres
[ ]
a)J.K. Tyresb)Ceat
c)Good Year
11)What are the suggestions that you offer for improving the sales of MRF tyres in the present competition.
Managing Director
Accountant
Cashier
Helpers
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_1200656999.
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_1200657165.
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_1200656283.
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