consumer prefernce and buying behaviour of two wheeler tyres

R K SWAMY BBDO

“A study on the preference & buying behaviour of two wheeler tyre users in Chennai with reference to purchasing of a tyres”.

Objective:Primary Objective:

To find out the buying behaviour & preference people in

Chennai towards purchasing a two wheeler tyre.

Secondary Objective:

To find out the influencer who play a major role in the purchase of a Tyre.

To check the level of satisfaction of the tyre users.

To make suitable suggestions for two wheeler Tyres companies to improve its customer satisfaction.

Research Methodology RESEARCH TYPE : DESCRIPTIVE RESEARCH

SAMPLE SIZE : 300

SAMPLING TECHNIQUE: NON PROBABLITY SAMPLING

SAMPLING USED : Random SAMPLING

Respondent’s Gender

Two Wheeler You Own

Front Wheel – Original Equipment

Front Wheel – Replaced Equipment

Rear Wheel – Original Equipment

Rear Wheel – Replaced Equipment

Influencer

Satisfied with Current Performance

Reasons for Dissatisfaction

Weightage level of Tyre according to Preference

Tyres Weighted Average Ranking

MRF 3.78 I

TVS 3.57 II

BIRLA 3.39 III

CEAT 3.16 IV

Others 2.05 V

Weightage level for factors while in Purchasing of Tyres. Factors in Purchase of

TyreWeighted Average Ranking

Brand Name 3.87 I

Advertisement 3.68 II

Price 2.77 III

Mileage 2.50 IV

Influence 2.11 V

Findings

32% of Mechanic plays a major role in influencing for the purchasing of a new tyre.

71% of the respondent are currently satisfied with their Tyres.

44% of the respondent are dissatisfied due to Poor Design.

31% of respondents prefer TVS tyre for Front Wheel.

Contd….

38% of respondent prefer MRF tyre for Rear Wheel.

Advertising plays a major role during the purchase of a tyre.

Suggestion Quality of the Tyre has to be Increased. Influencing through Advertisement has

to be increased. Price level is very high. It has to be

decreased. Respondent feels that the Road Grip

has to be need good. There is a heavy lack in Tyre design. It

should be improved.

THANK YOU….