STUDY OF CONSUMER PERCEPTION TOWARDS TVS APACHE RTR 160 BIKE

CONSUMER PERCEPTION TOWARDS TVS APACHE RTR 160

CHAPTER 1MARKETING

INTRODUCTION

Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the Automobile Industry of India has come a long way. During its early stages the auto industry was overlooked by the then Government and the policies were also not favourable. The liberalization policy and various tax reliefs by the Govt. of India in recent years have made remarkable impacts on Indian Automobile Industry. Indian auto industry, which is currently growing at the pace of around 18 % per annum, has become a hot destination for global auto players like Volvo, General motors and Ford.

A well developed transportation system plays a key role in the development of an economy, and India is no exception to it. With the growth of transportation system the Automotive Industry of India is also growing at rapid speed, occupying an important place on the 'canvas' of Indian economy. Today Indian automotive industry is fully capable of producing various kinds of vehicles and can be divided into three broad categories: Cars, two-wheelers and heavy vehicles.

Snippets The first automobile in India rolled in 1897 in Bombay.

India is being recognized as potential emerging auto market.

Foreign players are adding to their investments in Indian auto industry.

Within two-wheelers, motorcycles contribute 80% of the segment size.

Tata motors dominate over 60% of the Indian commercial vehicle market.

2/3rd of auto component production is consumed directly by OEMs. India is the largest two wheeler manufacturer and preferred by citizens and two wheeler is in high demand

India is the fifth largest commercial vehicle manufacturer in the world.

The number one global motorcycle manufacturer is in India. India is the fourth largest car market in Asia - recently crossed the 1 million mark.Various Categories in AutomobileNo, one product can meet the needs, wants and desires of the complete market in universe. For every product, market segmentation will result in targeting the right customers and thus capture major market contributing to high scales.

Market segmentation is done on the basic of the consumers preferences, tastes, like, usage, purchasing power, application, etc. Thus different customer group can be grouped on the above basis. The Indian automobile industry has over the years grown in scale with a diversified product range. This product range will cater to the needs of different customersThe various types of automobiles manufactured in India are1. Light motor vehicle

2. Jeeps and utility vehicles

3. Medium commercial vehicles

4. Three wheelers

5. Two wheelersThe above categories are being made on the basis of product design, payload etc., in addition, numerous shapes, colours , sizes, utility and applications form as intelligent choice to the consumers who can make a purchase in parallel to his/ her tastes, preferences and liking.This also helps the manufacturer to define his business in his capacity and cater to the demand in particular segment. This also helps the manufacturer to stavolise and concentrate on the business while being capable to compete in the competitive environment adopting the latest technology another developments taking place in any part of the world.Major four wheeler Companies:

Hyundai Motors

Tata Motors

Wolkswagon

Maruthi SuzukiMajor two wheeler companies: T.V.S. MOTORS Bajaj Auto limited.

Yamaha.

Suzuki.

Honda.

HERO PVT LIMITEDOrigin of Motor-Scooters and HistoryEdward Butler, an Englishman, built the first motor tricycle in 1884. The first gasoline-engine motorcycle to appear publicly was built by Gottlieb Daimler, of Bad Cannstatt, Germany, in 1885. The first practical engines and motorcycles were designed by the French and Belgians, followed by British, German, Italian, and American makers.

The popularity of the vehicle grew, especially after 1910. During World War I the motorcycle was used by all branches of the armed forces in Europe, principally for dispatching. After the war it enjoyed a sport vogue until the Great Depression began in 1929. After World War II a revival of interest in motorcycles lasted into the late 20th century, with the vehicle being used for high-speed touring and sport competitions. The practice of attaching auxiliary engines to bicycles in Western Europe and parts of the United States led to the development during the 1950s of a new type of light motorcycle, the moped. Originating in Germany as a 50-cubic-centimetre machine with simple controls and low initial cost, it was largely free of licensing and insurance regulations except in Great Britain. The more sophisticated motor scooter originated in Italy soon after World War II, led by manufacture of a 125-cubic-centimetre model. Despite strong competition from West Germany, France, Austria, and Britain, the Italian scooters maintained the lead in the diminishing market. The scooter has small wheels from 20 to 36 cm (8 to 14 inches) in diameter, and the rider sits inside the frame. Power units are placed low and close to the rear wheel, which is driven by bevel gearing or chain. Capacities vary from 50 to 225 cubic cm, and four-speed gearing is common

The 1900s saw the conversion of many bicycles, or pedal cycles by adding small, centrally mounted spark ignition engines. There was then felt the need for reliable constructions. This led to road trial tests and competition between manufacturers. Tourist Trophy (TT) races were held on the Isle of Man in 1907 as reliability or endurance races. Such were the proving ground for many new ideas from early two-stroke-cycle designs to supercharged, multivalent engines mounted on aerodynamic, carbon-fibre reinforced bodywork

Revolution of bikes in India in distinct phases PHASE: 1: The Indian two-wheeler structure was quite monopolistic during the first 37 years since independence, when volumes grew at a slow pace. Bajaj Auto had an undisputed leadership over the market. Consumer had to literally wait for years before acquiring a Bajaj vehicle. The industry registered a compounded growth rate of 12% during the seventies. PHASE: 2: The second phase began in the mid-eighties when the sector was partially deregulated. This phase saw Japanese companies typing up with domestic players and newer models were introduced in specific segments. Even though the demand was apparently strong for scooters, most of the Japanese ventures opted to produce motorcycles except for kinetic-Hondas which chose to manufacture scooters.The annual growth rate for the two-wheeler industry during this phase stood at 16.4%. This phase extended till the early Nineties, and there was a recession during the 1st phase of this phase i.e., 1992-93 and by 8% the following year.

PHASE: 3: This phase began in 1994 when sales started picking up. The market saw a steep increase in the demand, in 1995; the industry produced about one million scooters, 6 lakhs motorcycles and 5 lakhs mopeds. The motorcycle segment has seen sales grow by 27.08% from April 1995 to December 1995. During the same period, scooter sales grew by 17.26% and mopeds by 20.70%. Almost all the companies are going in for capacity expansion. CHAPTER 2RESEARCH DESIGN OF THE STUDY2.1. STATEMENT OF THE PROBLEMThese are days where the INNOVATE OR DIE rules. Companies cannot survive unless they invent new products and techniques. They have to work extensively if they are to succeed in the competitive market. Consumers have abundant choice to satisfy their needs and therefore look for excellence in quality, value and cost. A product cannot be marketed successfully without knowing consumers tastes and preferences towards that product.

This study is to know the Consumer psychology, attitudes and beliefs. It is difficult to read the minds, perceptions and feelings of a consumer towards a product. The Market now faces many problems like entry of MNCs, increase of competition and many more problems. As a result quality products are produced. The New Technology innovated and imported from World over. This becomes a problem of survival for Indian Companies. In these conditions, it becomes essential for every company to study the minds of the Consumers and their behaviour towards the developmental changes in cut throat competition.

Consumer prefers both quality products at reasonable price. The price should be matched with the quality of the product. As the awareness of the Consumer is increasing, the Company should produce products which have the combination of creativity and technology with reasonable pricing compared to that of competitors products and their pricing strategies. Quality, brand image, price, availability and sometimes even brand ambassador plays a major role in influencing the Consumer to buy a particular product. In this situation, companies should carry out research and has to allot huge amounts towards it. With the stiff competition coming up at a rapid pace and also due to changing nature of the market, a need was felt to take up a study of the type and hence intended to conduct A study on consumer perception toward TVS APACHE RTR160.2.2 DESIGN OF THE STUDY

The design of the study used is descriptive in nature. Descriptive research is focused on the accurate description of the variables in the problem model. Consumer profile studies, market potential studies, product usage studies, attitude surveys, sales analysis, media research, product and price surveys are the examples of descriptive research. Any source of information can be used in a descriptive study, although most studies of this nature rely heavily on secondary data source and survey research.

As a part of descriptive study, survey is conducted using structured scientific undisguised questionnaire.

Operational definition

Consumers Consumers refer to individuals or households that purchase and use goods and services generated with in the economy. The concept of a consumer is used in different contexts, so that the usage and significance of the term may very. Consumer is the main source of research design. After analysing the consumer the research gains meaning full accurate information about the product. After pursuing the consumer of a particular product.Factors Influencing Consumer Behaviours are: SOCIAL FACTORS

CULTURAL FACTORS

PERSONAL FACTORS PSYCHOLOGICAL FACTORSDealers Dealer is a person who is involved in selling goods or services directly to the final consumer for the personal or non business use. E.g authorised dealers (showrooms) and agents a huge data can be gathered by dealers and this information is very effective in research designMarketing Activity designed to enhance the flow of goods, services and ideas from the producer to the ultimate consumer in order to satisfy their needs and wants. Marketing elements involves 4ps price product place promotion helps the research effectively

Product A product is a firms tangible offer to the market. A product may carry a supportive service, and that can provide a competitive advantage in the global competition. Product is the main survey to the design of an researchPerception Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. It can be described as how we see the world around us. Two individuals may exposed to the same stimuli under the same apparent conditions , but how each person recognizes ,selects, organizes, and interprets them is highly individual process based on each persons own needs, values and expectations.2.3 CONSUMER PERCEPTION INTRODUCTION TO CONSUMER BEHAVIOUR

The millennium has been witness to lot of changes occurring in the market place. The growing economy with its high economic growth rate and per capita income has been a great challenge for marketers they are required to come out with customized products and service offerings to cater to the wants and demands of the customers. The high economic growth rate has led creation of new segments of consuming classes ranging from the high elite class right up to those consumers who belong to the bottom of the pyramid i.e.,, the low and poor income families. The social scenario is also changing with the breaking of nuclear family systems and wide acceptance of nuclear family set-up, more acceptance clothes, eating habit etc. all such changes have led to consumers seeking new aspiration levels and value from the various products and service offering. Marketing are required which will provide the desired value satisfaction in this age of constantly changing consumer behaviour. DEFINITION OF CONSUMER BEHAVIOUR

Consumer behaviour is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and service that they expect will satisfy their needs. PERCEPTION

Perception is the process of selecting, organization and interpreting or attaching meaning to events happening in the environments Perceptual selection, organization and interpretation.

Since each individual is unique each ones perceptual process will be based on how one sees and perceives the world.

Perceptual inputs will comprise of stimuli (such as peoples, events etc) in the environment.

The actual aspects of perceptual mechanism include the selection, organization and interpretation.

The perceptual outputs will be the behaviour or action of the individuals i.e. the resultant opinions, feelings.The perceptual process

Perceptual selection

Individuals exercise, selectivity in consciously recognizing only certain aspects of the environment as stimuli. So when they are bombarded with various stimuli that will be selective in the perception process. The selection of the stimuli will be dependent on two major factors apart from the nature of the stimulus itself the individual s (consumers) previous experience as it affects their expectations and their motive at that time. Nature of the stimulus

when we discuss the nature of the stimulus (product), it could be its physical attributes, the package design, the brand name, the advertisement etc.

Expectation: expectations affect what a person perceives. Expectations are related with state of anticipation a consumer has from a particular product or service.Motives

Peoples have a tendency to perceive things they need or want. There is mare awareness of the stimuli which are relevant to the consumers needs and interest. At that time he or she will not be aware of or not be motivated by those stimuli which are irrelevant to their needs.

Perceptual organization

People do not experience all the stimuli selected by them as separate and discrete sensations. They rather, organize this stimulus into groups and perceive them as unified wholes. This method of perceptual organization enables individuals to view life in a simplified manner. Figure and ground: people tend to organize information on the basis of the figure-ground principle. This involves that in perceiving stimuli or phenomena, the tendency is to keep certain phenomena in focus and other phenomena in the background.Grouping

In grouping, the perceives groups have the different stimuli based on the principle of their similarity or proximity.

Closure: when faced with incomplete information, individuals have the tendency to fill in the gaps themselves so as to gain more meaningful information.

Perceptual interpretation

Perception is a personal phenomenon people have the tendency to interpret the meaning of what they have selectively perceived and organized on the basis of their own assumptions about the stimuli. This interpretation of the stimuli will be dependent on what the individuals expects to see in the light of his previous experience, intuition, data received, motives and interests at the time of perception.

CONSUMER INFORMATION PROCESS.

High involvement decision making.

In case of complex decision making, the consumer will be involved in an extensive search for information to evaluate brands.

Consumers information processing involves the exposure to and perception of information and how it is retained in memory.

Consumer information processing starts with the need arousal. Once the need is recognized consumers are more likely to search for and process information relevant to their need. Although they are exposed to many stimuli, it will be selective in nature. This selective stimuli exposure is driven by the need to reinforce existing brands attitude and perceptions and seek additional information. Consumers will seek ads which will reinforce consumer belief and experiences. By selectively perceiving stimuli, consumers are striving to reach a state of psychological equilibrium i.e. a state that lacks conflicts and avoids contradictory information. Past information and experience are stored in consumers memory so that it can be recalled for future use (in the figure, this is indicated by double arrows). Search for additional takes place when consumers feel that they do not have sufficient information (alternative brands are considered to be inadequate, have insufficient information about the brands under consideration or receive conflicting information from other sources etc).

Of course, studies reveal that consumers do not engage in an extensive information search unless they feel that the value of any additional information collected is worth the cost of obtaining it. REPRESENTATIONSThe diagram shows Maslows hierarchy of needs represented as a pyramid with the more primitive needs at the bottom.

Maslows hierarchy of needs is often depicted as a pyramid consisting of five levels: the four levels are grouped together as being associated with physiological needs, while the top level is termed growth needs associated with psychological needs. Deficiency needs must be met first. Once these are met, seeking to satisfy growth needs drives personal growth. The higher needs in this hierarchy only come into focus when the lower needs in the pyramid are satisfied. Once an individual has moved upwards to the next level, needs in the lower level will no longer be prioritized.If a lower set of needs is no longer being met, the individual will temporarily re-prioritized those needs by focusing attention on the unfulfill needs, but will not permanently regress to the lower level. For instance, a businessman (at the esteem level) who is diagnosed with cancer will spent a great deal of time concentrating on his health (physiological needs), but will continue to value his work performance (esteem needs) and will likely return to work during periods of remission.DEFICIENCY NEEDSThe first four layers of the pyramid are what Maslows called deficiency needs or D-needs the individual does not feel anything if they are met, but feels anxious if they are not met. The deficiency needs are: Physiological, Safety, Love/Belonging, and Esteem needs.

PHYSIOLOGICAL NEEDS

These are the basic human needs for such things as food, warmth, sex, water, and other body needs. If a person is hungry or thirsty or his body is chemically unbalanced, all of his energies turn towards remedying these deficiencies, and other needs remain inactive. Maslow explains that, anyone who attempts to make an emergency picture into a typical one, and who will measure all of mans goals and desires by his behaviour during extreme.

Physiological deprivation is certainly blind to many things it is quite true that man lives by bread alone --- when there is no bread the physiological needs of the organism (those enabling homeostasis) take first precedence. These consist mainly of (in opposite order of importance):

Excretion.

Eating.

Drinking.

Breathing.

If some needs are not fulfilled, a humans physiological needs take the highest priority. Physiological needs can control thoughts and behaviours, and can cause people to feel sickness, pain, and discomfort.SAFETY NEEDS

With his physical needs relatively satisfied, the individuals safety needs take over and dominate his behaviour. These needs have to do with mans yearning for a predictable, orderly world in which injustice and inconsistency are under control, the familiar frequent, and the unfamiliar rare. In the world of work, this safety needs manifest themselves in such things as a preference for jobs security, grievance procedures for protecting the individual from unilateral authority, savings account, insurance policies, and the like.For the most part physiological and safety needs are reasonably well satisfies in our affluent and relatively lawful society. The obvious exceptions, of course, are people outside the mainstream ----- the poor and the disadvantage. If frustration has not led to apathy and weakness, such people still struggle to satisfy the basic physiological and safety needs. They are primarily concerned with survival: obtaining adequate food, clothing, shelter, and seeking justice from the dominant societal groups.

Safety needs include:

Personal security from crime.

Financial security.

Health and well being.

Safety net against accidents/illness and the adverse impacts

SOCIAL NEEDS

After physiological and safety needs are fulfilled, the third layer of human needs is social. This psychological aspect of Maslows hierarchy involves emotionally-based relationship in general, such as: Friendship.

Intimacy.

Having a supportive and communicative Family.

Humans need to feel a sense of belonging and acceptance, whether it comes from a large social group (such as clubs, office culture, religious groups, professional organizations, sports team, gangs) or small social connections (family members, intimate partners, mentors, close colleagues, confidants). They need to love and be loved (sexually and non sexually) by others. In the absence of these elements, many people become susceptible to loneliness, social anxiety, and depression. This need for belonging can often overcome the physiological and security needs, depending on the strength of the peer pressure. E.g. an anorexic ignores the needs to eat and the security of health for a feeling of control and belonging.ESTEEM NEEDS

All humans have a need to be respected, to have self-esteem, self-respect, and to respect others. People need to engage themselves to gain recognition and have an activity or activities that give the person a sense of contribution, to feel accepted and self-valued, be it in a profession or hobby. Imbalances at this level can result in low self-esteem, inferiority complexes. People with low self-esteem need respect from others. They may seek fame or glory, which again depends on others. However confidence, competence and achievement only need one person and everyone else is inconsequential to ones own success. It may be noted, however, that many people with low self-esteem will not be able to improve their view of themselves simply by receiving fame, respects, and glory externally, but must first accept themselves internally. Psychological imbalances such as depression can also prevent one from obtaining self-esteem on both levels.

SELF ACTUALIZATIONSelf-actualization a concept Maslow attributed to Kurt Goldstein, one of his mentors is the instinctual need of humans to make the most of their abilities and to strive to be the best they can. Working toward fulfilling our potential, toward becoming all that we are capable of becoming.

In Maslows scheme, the final stage of psychological development comes when the individual feels assured that his physiological, security, affiliation and affection, self-respect, and recognition needs have been satisfied. As these become dormant, he becomes filled with a desire to realize all of his potential for being an effective, creative, mature human being. What a man can be, he must be, is the way Maslow expresses it.CONSUMER DECISION MAKING PROCESS

Basic model of consumer decision making

Stage Brief Description

Problem recognition The consumer perceives a need and becomes motivated to solve a problem.

Information searchThe consumer searches for information required to make a purchase decision.Perception

Alternative evaluation The consumer compares various brands and products.Attitude formation

Purchase decisionThe consumer decides which brand to purchaseIntegration

PROBLEM RECOGNITION

Problem recognition results when there is a difference between ones desired state and ones actual state. Consumers are motivated to address this discrepancy and therefore they commence the buying process.

Sources of problem recognition include:

An item is out of stock.

Dissatisfaction with a current product or service.

Consumer need and wants

Related products / purchases. Marketer included

New products

The relevant internal psychological process that is associated with problem recognition is motivation. A motive is a factor that compels action. Belch and Belch (2007) provide an explanation of motivation based on Maslows hierarchy of needs and Freuds psychoanalytic theory.INFORMATION SEARCH

Once the consumer has recognized a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search.

Sources of information include:

Personal sources.

Commercial sources.

Public sources.

Personal experience.

The relevant internal psychological process that is associated with information search is perception. Perception is defined as the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.

The selective perception process Stage Description Selective exposure consumers select which promotional message they will expose themselves to. Selective attention consumers select which promotional message they will pay attention to Selective comprehension consumer interpret messages in line with their beliefs, attitudes, motives and experiences Selective retention consumers remember message that are more meaningful or important to them.

You should consider the implications of this process on the development of an effective promotional strategy. First, which sources of information are more effective for the brand and second, what type of message and media strategy will increase the likelihood that consumers are exposed to our message, that they will pay attention to the message, that they will understand the message, and remember our message.ALTERNATIVE EVALUATION

At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumers evoked (consideration) set? Consumers evaluate alternatives in term of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in term of making a decision.The relevant internal psychological process that is associated with the alternative evaluation stage is attitude formation. Belch and Belch (2007, p.117) note that attitudes are learned predispositions towards an object. Attitudes comprise both cognitive and affective elements that is both what you think and how you feel about something. The multi-attribute attitude model explain how consumers evaluate alternatives on a range of attributes. Belch and Belch (2007) identify a number of strategies that can be used to influence the process (attitude change strategies). Finally, there is a range of ways that consumers apply criteria to make decisions. Belch and Belch (2007) explain ho information is integrated and how decision rules are made including the use of heuristics. The marketing organization should know how consumers evaluate alternatives on salient or important attributes and make their buying decision.PURCHASE DECISION

Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. Buyer decision process are the decision making process undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service.

More generally, decision making is the cognitive process of selecting a course of action from among multiple alternatives. Common examples include shopping, deciding what to eat. Decision making is said to be a psychological constructs. This means that although we can never see a decision, we can infer from observable behavior that a decision has been made. Therefore we conclude that a psychological event that we call decision making has occurred. It is construction that imputes commitment to action. That is, based on observation actions, we assume that people have made a commitment to affect the action.

CONSUMER BUYING PROCESS

NEED RECOGNITION

SEARCH FOR INFORMATION

EVALUATION OF ALTERNATIVES

PUCCHASE DECISION

THE BUYING PROCESSNeed recognition The starting point of buying process is the perceived want or a desire. Need recognition is the awareness of the wants or desire or a consumption problem without whose satisfaction the consumer feels restless and tension-charged.Information search

A need aroused and recognized can be satisfied only when the product or service is available. Consumers interest is indicated in the consumers willingness to seek further information about product or satisfaction, he searches relevant information.Evaluation and intention It is consumers deep interest in the product or service that paves the way for evaluation and intention. The evaluation stage is the stage of the mental trial of the product or service. Once he evaluates, he develop the intension to accept or reject a given product or service. The final purchase depends on the relative strength of the positive intension to buy.Purchase decision

It is the positive intension of the consumer that leads to a purchase decision. Decision to purchase implies consumer commitment for a product or a service. Practically, it is the large stage in the buying process because, it completes the exchange process. Post- purchase reaction

Post purchase behaviour or reaction stands for the behaviour of a consumer after a commitment to product has been made. This post purchase experience may be a set of positive or negative feelings. Positive feeling or satisfaction will result in repeat sales or at least recommending the products or service to others. In cognitive dissonance it tends to reduce dissonance by either changing or strengthening ones view or suitable altering ones behaviour.2.4. OBJECTIVES OF THE STUDY

1. To determine the perception of consumers regarding the price of TVS APACHE RTR160.

2. To study the satisfaction of consumers with regard to TVS APACHE RTR160.

3. To evaluate the influence exerted by various sources on purchase decision.

4. To study the opinion of consumers regarding the performance of the bike on different road conditions.

5. To study the actual mileage obtained by the consumers.

6. To find out the factors influencing the purchase of TVS APACHE RTR160.

7. Ascertain the proportion of business men, employees, and students owning TVS APACHE RTR160 in Bangalore.

8. To find out the mode of payment for the purchase of the bike.

2.5. LIMITATIONS OF THE STUDY

1. The survey is limited to Bangalore region.

2. Time and cost is a major limiting factor of the study.

3. The limitations of sampling techniques apply.

4. The sample size of the study was restricted to fifty only.

5. The bias of the respondents might have lead to errors in survey findings.

CHAPTER 3

INDUSTRIAL PROFILE

The TVS Group is one of Indias largest industrial conglomerates. TV Sundaram Iyengar and Sons Limited, established in 1911, are the present and holding company of the TVS Group. The largest automobile distribution company in India, TVS & Sons has an annual turnover exceeding US $450 million (over Rs. 16000million). With a workforce of over 5000, TV Sundaram Iyengar and sons limited operates through the following divisions: TVS

Sundaram motors

Madras Auto Service

With steady growth, expansion and diversification, today TVS commands a strong presence in various fields like Two-wheelers,

Automotive components, Automotive spares

Computer peripherals, Finance

TVS Motor Company TVS Motor Company Limited, part of the TVS Group, is one of Indias leading two-wheel manufacturers. With a turnover of over Rs. 2800 Crore, the company manufactures a wide range of motorcycles, scooters, mopeds. Little wonder, it boasts of more than 9.5million happy customers. In 1984 TVS Motors Company was called IND-SUZUKI, which was equity participation between TVS group of India and Clayton ltd merged and become TVS-SUZUKI Ltd. At first it was manufacturing 100cc Motorcycles but the pioneering effort of TVS-SUZUKI in the moped segment is equally impressive. Through an amicable agreement the two companies parted ways in September 2001.Corporate structure

Venu srinivasanChairman & Managing Director

Gopal SrinivasanDirector

T.K.BalajiDirector

T. KannanDirector

N. Ganga RamDirector

C.R.DuaDirector

H. LakshmananDirector

T. R. PrasadDirector

K.S.BajpaiDirector

K.N. RadhakrishnanPresident

S. G. MuraliSenior. Vice President -Finance

T.S.RajagopalanSecretary

Distribution network

Distribution is crucial aspect for each and every company. With strong sales and service network of 500 authorized dealerships, 1018 authorized service centers and over 864 certified service points, TVS is growing from strength to strength. The vast network of a TVS in the country, besides providing on the spot services also ensures availability of genuine spare parts. It ensures that TVS customers get required service attention a genuine spare part even in the most remote areas.VisionDriven 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 fight price, at the right timeMarket share

Today TVS motor company has the largest market share in the moped category with a whopping 65.3% and is also the undisputed leader in the Scooterette segment with 34.3% share. It also holds 17.5% market share in motorcycles. TVS motor is one among the top two-wheeler manufacturers in India and one among the top five two wheeler manufacturers in Asia.

Milestones

Launched TVS 50, Indias first 2-seater 50cc moped in Aug 1980

First Indian company to introduce100cc Indo-Japanese motorcycles in Sept 1984.

Launched Indias first indigenous Scootterette, TVS Scooty in June 1994.

Introduced Indias first catalytic converter enabled motorcycle, the 110cc shogun in december 1996.

Launched Indias first 5-speed motorcycle, the Shaolin in octomber 1997.

Launched Indias first high performance moped the XL super, with a 70cc engine in November 1997.

Launched victor in august 2001, a world-class 4-stroke 110cc motorcycle.

Launched Centra in January 2004, a world class mileage bike.

TVS Scooty pep sales have crossed 1 million mark

Launched 110 cc bike Star city in 2006.

In 2007 a completely new Apache EFI.

The new version of Apache RTR160 was launched in 2007.Each new rollout signals avowed intent on the part of TVS to regain market share and momentum within the industry. These products, backed by the highest quality standards of the TVS group, have been launched with an eye to deliver high value to discerning customers. The new offerings are targeted at different segments of the two and three wheeler customers with emphasis on superior technology, styling and engine capabilities. These vehicles will provide further impetus to the growth of Motorcycle and Scooter sales of TVS Motor Company in the coming months.

TVS today rolled out a complete range of three wheelers operating on eco friendly fuels LPG & CNG (factory fitted) in the passenger segment with an estimated industry size of 3.6 lacs / year (domestic & exports). Refined quality and engineering skills of TVS are evident in all three models of the three wheelers that were rolled out. The company will manufacture these vehicles in two stroke, Petrol, CNG and LPG versions at its green field modern facility at Hosur which has a capacity of 100,000 units per year.

Research and DevelopmentThe R&D is the backbone of the TVS motor company. The core of TVS is its R&D centre. TVS R&D currently has over 400 engineers in product development with over 70 specialists with post graduate qualification. The company also works in close conjunction with world class institutes and labs like AVL-Australia, Warwick University, U.K., FEV-Germany, Orbital, Australia, IITs, etc. To keep abreast of International trends in technology and design, TVS motor companys R&D facilities are equipped with state of art software like 100 CAD workstations with proE, ALIAS & CATIA for the industrial design and ADAMS for vehicle dynamics, etc. The company plans to spend about 4% of its turnover for R&D and product development in the coming year.

3.1 TVS MOTORS COMPANY PROFILE

Exports Of TVS bikes TVS has been a very active player in the export market. Many countries were attached towards TVS products due to their unique performance. It makes its major exports to the Srilanka, Nepal, South America, Africa, etcBikes of Industry Products TVS Max 100

TVS Max R

TVS Fiero

TVS Fiero FX

TVS Centra

TVS Star

TVS Victor

TVS Victor GLX 125

TVS Flame

TVS Apache

TVS Apache RTR 160

Scooters

TVS Scotty TVS Scotty Pep

Mopeds TVS 50 Xl

TVS XL super TVS champ TVS super champ

TVS sport A byword for ruggedness and reliability, TVS 50 proved to be a promising success and paved the way for many success for TVS Suzuki ever since.

The TVS 50 XL, a proven much sought after moped . Today TVS XL has sold 2.5 million making it the highest ever sold moped in the world.

The TVS champ and the Super champ, created for those who want economy fused with sporty looks.

Super XL with a 70cc High- tech power pack is all set to redefine the category of mopeds in the country.

The Suzuki samurai was launched for the time conscious urban commuter.

The Max 100R was engineered for those who demanded strength and ruggedness.

The Suzuki Shogun was for those who wanted raw power.

The Suzuki Sholin was Indias first 5 speeds, 140 cc Motorcycle.

The TVS Scooty, a 60cc Scooter is yet another example of the company pioneering a new category and emerging as market leaders in new segment.

The Victor was launched for delivering better power and mileage, the lean burn engine technology, which features an economy & power aiding optimum fuel efficiency and also provided excellent rider comfort.

TVS Apache is a 150 cc bike from TVS Motors. According to the findings of the 2006 Motorcycle Total Customer Satisfaction study, it has been ranked highest in the premium segment. The design highlights of the bike offer a more aerodynamic look with pointing down, arrow shaped headlamp and triangular front mudguard.

TVS Apache RTR 160 is the up graded version of TVS Apache 150cc and it is the high performance Motor cycle.SALES OF TVS MOTOR BIKES

TVS Motor Co today said it sold 97,576 two-wheelers in December, down 5.4 per cent from 103,188 units a year ago, mainly due to higher interest rates and stagnant demand.

Motorcycle sales in December dropped 12.7 per cent to 51,293 units from 58,756 units in the corresponding month a year ago, the company said. In the scooter segment, TVS sold 14,568 units in December as against 16,616 units in the corresponding month in the previous year.

The company expects growth in this segment soon with the launch of TVS Scooty Teenz EV, a battery-powered vehicle for women that packs 50 km a charge. Sales overseas provided respite as exports more than doubled to 14,402 Two-wheelers in December from 7,088 units a year ago. Sales and production quality of TVsProduct Name% OF StdProductionSales Quantity

Motor Cycle52.692,68,0752,68,075

Mopeds26.193,34,5483,33,849

Scooter14.181,04,4211,01,318

Performance during the 2000 2001two wheeler industry posted 11.70% growth as against a projected growth of 23% during 2001-2002 TVS has further consolidated its market share and leadership position in two wheeler market overall TVS grew by 36% 2002-2003 and sold 9.30 lakhs unit and compared with 6.77 lakhs units during 2000-01.Market share of TVS in Two-wheeler industry increased from 18.90% in 1997-98 to 20.70% in 1998-99. And divided with Suzuki. The market share value of TVS is increased 26.02% in 2001-2002 t0 29.02 in 2002-2003 &Tvs increased sales up to 70% in 2004-2005

In moped segment TVS consolidated its position by increasing the market share from 48% in 2001-2002 to 58% in 2002 moped segment witnessed a marginal growth of 204% in 2001-02 while TVS showed healthy growth 14.0% and docked sales volume of 3.34 lakhs units.

Motorcycle segments a derives of growth in two-wheeler industry with and impressive 28.70% growth in 2001 over previous year. TVS kept pace with the segment growth of motorcycle and posted 26.40% growth retain 2001 with sales of 2.68 lakhs units.TVS maintained its 2nd position in motorcycle segment by manufacturing its market share at 22.80% in 2002-2003.

TVS limited is hoping to see a 9% growth in the current financial year 2003-04 in the two-wheeler segment. Despite the sluggish market conditions, the company expects to sell 9, 10,150 units of two-wheelers in 2000-2001 financial years as compared with 8, 35,000 units sold in 1999-2000.

Current issues

Another launch scheduled for the fourth quarter is the 160cc Apache RTR EFI.

The third-largest motorcycle maker in the country said it would leverage the growth prospects of the three-wheeler market with the launch of its three-wheeler variants.

TVS launched its three-wheeler range in August.

The company said it would round off the year with the launch of another motorcycle in the fourth quarter.

Rival TVS Motors The company launched the TVS Flame 125cc motorcycle during the month, amid a legal row with rival Bajaj Auto over the use of the twin-spark plug technology. It plans to roll out the Flame nationally this month. So far, vehicles have been dispatched to Bangalore, Hyderabad, Kochi, Indore and Bhopal.3.2 Product profile

TVS Apache RTR 160 The TVS Apache motorcycle impressed all first when they had those bad boys on motorcycles in their TV ad spots that went "now or never, and "dhinchal dhnchak". The styling caught everyone's eye, and it look just a little while for the Apache to capture everyone's imagination The TVS Apache quickly captured hearts - Overdrive, BS Motoring and Auto car named it Bike of the Year 2006 and sales were good.

Sometime later, TVS decided to up their game. And thus they have the TVS Apache RTR 160. Adding only 10 cc meant that the bike will still be evaluated against the Pulsar 150 DTS-i - its primary competitor - while beating it easily. Possible, as the TVS motorcycle still weighs some 7 kilograms less than the CBZ X-Treme and Pulsar 150. In the TVS Apache RTR 160, the engine capacity is up to 159.7cc. To increase torque, as well as to boost top end whack, bore and stroke were changed to 62 and 52.9 m. What The Apache RTR 160 will give the consumer is 15.2 bhp at 8500 rpm, and a torque of 1.31 kgm at 6000 rpm. To put it in perspective, the power produced is more than what the original Pulsar 180 did when it hit the market.

TVS claims are a 0-60 kmph figure of 4.8 seconds, and 100 kmph would come up in 17.7 seconds. Max speed is claimed to be 118-120 kmph. The more noticeable difference is the length - the TVS Apache RTR stretches a 2020 mm end to end. The swing arm is 40 mm longer in the RTR 160. There is a 270 m petal disc- new for India - that cools better and stops great. There is nice styling touches all over in all those places no one would bother earlier. So you have clip-on aluminium handlebars (yay!), LED tail lamp, so-called aircraft-style fuel cap, split grab rail ... The Apache RTR 160 also features the now standard tachometer, clock, trip meter, fuel gauge and odometer.

Wheelbase (mm) 1260

Kerb weight (kgs)136

Fuel Tank Capacity (Lt)16

Engine

TypeAir-Cooled OHC

Stroke (2/4)4 - Stroke

No. of cylindersSingle Cylinder

Bore x stroke 57 mm x 57.8 mm

Displacement159.7 CC

Electrical 5.0 Ah (Kick-Start) / 12 Volts, 9.0 Ah (Self-Start)

Transmission

No. of Gears5 Speed Constant mesh

Clutch Double Cradle

Performance

Maximum Power9.95 kw / (13.5 bhp) @ 8500 rpm

Max. Torque 12.3 Nm @ 6000 rpm

Start Kick Start / Electric Start

Suspensions

FrontTelescopic Fork, 105 mm Front Suspensions

RearMonotube inverted Gas filled shox (MIG)

Brakes

FrontDisc Brakes, 240 mm at Front

Rear Drum Brakes, 130 mm at Rear

Tyres

Front90 x 90 x 17 (Kick-Start) / 90 x 90 x 17", Spooked Wheel (Self-Start)

TVS Apache RTR 160 Earlier

Targeting the young Indian head-on, is all-new TVS Apache RTR 160 self-starts Sole motto. RTR connotes Rapid Throttle Response and the bike lives up to reputation with its quick response from any region of its power band. Best-in-class, be it field of power pick-up, performance, reliability, mileage or style, The variant is also attracting the attention of youth for its design upgrades on lever, pedal, grips, bar-end dampers, lights, dash. Better and smooth ride are the other essential factors taken care off, while manufacturing of the bike.

LOOKS

Available in yellow, matt grey, black & silver Superb finish Unique, muscular design theme Arrow shaped headlamp and fairing combo Triangular front mudguard for aerodynamic look Aircrafts type fuel tank lid Eye pleasing graphics from tail lamp top to front fender tip Dual cradle chassis, six-spoke matt-black finished alloy wheels Aluminum, die-cast sub-frames Attractive silencer steel plate with guard New digital apache instruments with analogue rev counter Twin trip recorders, a fuel counter, Time-clock, digital speedometer, neutral licon high beam icon turn signal icon, low battery level and service due warning icon, low fuel warning system, low battery level and service due warning icon on amber backlit display

Control

Excellent disk break.

Absolute perfect disk brake-and shocker combination.

New modified linkage type gear shifting reduces the effort required for shifting the gear with perfect ergonomic

Digital speedometer with clock

Twin LED tail lamp with highest brightness in the class

270 Diameter petal disc brake

Sporty forged brake lever

Two piece sporty grab rail

Resilient mounted rider foot rest with sporty aluminum foot pegs

Sporty aluminum foot pegs for pillion rider

Comfort

Alterable riding position

Self start system

Effortless gear shifting

New petal disc design brakes

Alloy brake pedal and foot rests.

Well weighted clutch for quick acceleration.

15.2bhp peak power developed at 8500rpm

Rectangular-section swing arm for the rear wheel & a straight, low-set handle bar for lean-forward position

LCD digi Speedo X-tremes split grab tail.

Smart mirrors, fantastic alloy finished levers

Comfortable handle grips

Mileage and Economy

Attractive fuel efficiency of 60kmpl

Large 16-liter fuel tank

Powerful engine displacement

4stroke, 5 gears bike.

RCF Technology that enables all gear start;& low friction roller cams & a constant velocity(CV) carburetor for better fuel efficient

TVS Apache RTR 160 (Self-Start) 2010-2012Technical SpecificationsDimensionLength2020-mm

Width730-mm

Height1050-mm

EngineEngine type4-Stroke Single Cylinder Air Cooled

Displacement16cc

Maximum power15.2@8501 BHP @RMP

Maximum torque13.1@6001 Nm @ pm

Bore62mm

Stroke52.9mm

Compression Ratio9.5:2

StartingSelf start - kick start

Max speed118kmph

IgnitionIDI-Dual Digital Ignition

Acceleration0-06 kmph4.8sec

CarburetorMikuni BS27

TransmissionClutchWet Multiplate

Gear Box5-Speed

ChassisChassis typeWet Multiplate

SuspensionFront SuspensionTelescopic forks,105 mm stroke

Hydraulic ShockMonotube Inverted Gas filled Shook (MIG) with Spring aid

BrakesBrakes Front270mm Petal Disc

Brakes Rear130mm Drum

Tyre SizeFront90/90*17

Rear100/80*18

ElectricalsBattery13v 9.0Ah

Head Lamp13v 35/35w

Tail/stop Lamp13v 5/21w

FuelFuel TypePetrol

Fuel Capacity16 liter

Fuel Reserve2.5 liter

Fuel Reserve2.5 liter

Charging Duration0

TVS APACHE RTR 160 LAUNCHED IN 2013

TVS APACHE RTR LAUNCHED IN 2013 SPECIFICATION

total units sold in the year 2013 Hosur,01April,2013:

TVS Motor Company recorded total sales of 167,583 units in March 2013 against 182,527 units registered in March 2012.

Two-wheeler

The company registered total two wheeler sales of 162,507 units in March 2013 against 180,274 units recorded in March 2012. Domestic sales stood at 143,239 units in the month of March 2013 against 160,736 units in March 2012.

Motorcycles recorded sales of 61,808 units in March 2013 against 65,994 units in March 2012. Scooters registered sales of 29,261 units in March 2013 against 39,395 units in the same month of the previous year.

Exports

The company's total exports for the month of March 2013 grew by 13% from 20,690 units in March 2012 to 23,342 units in March 2013. Two wheeler exports registered sales of 19,268 units in March 2013 against 19,538 units in March 2012.

Three-wheeler

The company witnessed exponential increase in the three wheeler segment with sales growing by 125% from 2,253 units in March 2012 to 5,076 units in March 2013.

AWARDS WON BY TVS MOTORS TVS Motor won theDeming Application Prizein 2002, becoming the first and only Indian two-wheeler company to win the award given to companies that do outstanding work in the field ofQuality Management. It is considered to be one of the world's most prestigious quality awards.[12]The same year, the work done for the TVS Victor motorcycle won TVS Motor the National Award for successful commercialization of indigenous technology from the Technology Development Board,Ministry of Science & Technology,Government of India.[13]In 2004, TVS Scooty Pep won the 'Outstanding Design Excellence Award' fromBusinessWorldmagazine and theNational Institute of Design,Ahmedabad.[14]The effective implementation ofTotal Productivity Maintenancepractices won TVS Motor the TPM Excellence Award given by the Japan Institute of Plant Maintenance in 2008.TVS Motor has won several management awards, notable among them being the Emerging Corporate Giant in the Private Sector awarded byThe Economic Timesand the Harvard Business School Association of India.Business Todaymagazine awarded TVS Motor the Best Managed Company and the Most Investor Friendly Company awards. Its advertising practices won it the Good Advertising award by Auto India Best Brand Awards 2009.[15]Company ChairmanVenu Srinivasanis a recipient of several awards for corporate excellence such as the Star of Asia Award byBloomberg BusinessWeek

HYPERLINK "http://en.wikipedia.org/wiki/TVS_Motor_Company" \l "cite_note-Businessweek-5"[5]and the JRD Tata Corporate Leadership Award.[16]TheUniversity of Warwick, United Kingdom gave him an honoraryDoctorate of Sciencedegree[17]while the Government of India honored him with thePadma Shri, one of India's highest civilian distinctions.[18]Innovative implementation ofInformation Technologyhas won TVS Motor the Ace Award for Most InnovativeNet WeaverImplementation in 2007 awarded by technology majorSAP AG and the Team Tech 2007 Award of Excellence for Integrated use ofComputer-aided engineeringTechnologies. TheTVS Apacheis a motorcycle made byTVS Motorssince 2007. TVS Apache is available in three variants: Apache RTR 160 Hyper edge, Apache RTR 180, Apache RTR 180ABS. The "RTR" stands for "Racing Throttle Response." More than 250,000 Apaches are on the roadContents 1Design and styling 2Comfort and handling 3Performance and fuel 4Awards 5References

Design and stylingThe bike is designed with a racing approach, resulting in the inclusion of a lap timer and provision for the last three 060km/h timings. Apache is the first bike in India to feature a petal disc brake

The bike evolved from Circa 1999 Suzuki Fiero which TVS used to manufacture in India. It is TVS's R&D on Fiero model with an overbore on 147 cc Fiero Engine

Since the bike is optimized for handling, the ride quality is on the stiff side Previous versions of Apache had a wheelbase of 1,260mm (50 inches) which resulted in better turning in at the expense of stability. TVS increased the wheelbase by 40mm (1.6 inches) to improve the stability. The Apache 180 introducedABSto the line up in 2011Performance and fuel economyThe top of the line Apache RTR FI 160 features a fuel injected 160 cc engine. It does 060km/h in 4.3 seconds and 0100km/h in 15.07 seconds. It is capable of a top speed of around 127km/h and returns 54km/l (150 mpg (Imperial/UK) or 1.5 l/100km) on the highway and 48km/l (110 mpg or 2.08 l/100km) in city riding.Awards Won by TVS Apache 160 RTR TVS Apache 160 RTR has won awards including:

Performance Bike of the Year (2008)Business StandardMotoring Awards

chapter no 33. Methodology and Data Collection

3.1. SOURCES OF DATAPrimary data:

Primary data was collected through a structured scientific undisguised questionnaire which was administered to the consumers personally. The researcher was able to also draw information from dealers and respondents through personal interviews and inter personal interactions.

Secondary data:

It includes both external and internal data. Internal data were company Manuals, brochures and other records.etc. External data was obtained from online sources like www.tvs.com, www.autoworld.com, www.surfindia.com, www.surfindia.com, www.google.com, and also from the magazines, News papers like Auto India, Business today, Economic times, Business Line etc3.2. Sampling plan of the study

Methods of SamplingSample is a small portion of the total, which can be taken to study the characteristic of the total. The total is called the entire population or universe and the representative is called sample. Generally sampling can be of two broad categories that are probability and non probability sampling. 1) Probability Sampling2) Non Probability SamplingProbability SamplingProbability sample is chosen in such a way that each member of universe have known chances of being selected for a sample. Frequently used techniques are Simple Random sampling, Systematic sampling, Stratified Random sampling, etc.

Simple Random Sampling Simple random sampling selects samples by methods that allow each possible sample to have an equal probability of being picked and each item in the entire population to have an equal chance of being included in the sample. Systematic Sampling:

In systematic sampling, elements are selected from the population at a uniform interval that is measured in time, order, or space. If we wanted to interview every tenth student on a college campus, we would choose a random starting point in the first ten names in the student directory and then pick every tenth name thereafter.

Stratified Sampling:

To use stratified sampling, we divide the population into relatively homogeneous groups, called strata. Then we use one of two approaches. Either we select at random from each stratum a specified number of elements corresponding to the proportion of that stratum in the population as a whole or we draw an equal number of elements from each stratum and give weight to the result according to the stratums proportion of total population.

Non Probability Sampling

In nonprobability sampling the chance of a particular unit being selected is unknown, which means the probability of selection is not clear. There are three types of nonprobability sampling. Judgment Sampling:

In judgment sampling, personal knowledge and opinion are used to identify the items from the population that are to be included in samples. A sample selected by judgment sampling is based on someones expertise about the population.

Convenience Sampling:

In this method the sample units are chosen on the basis of convenience to the investigator.

Quota Sampling:In this method the universe is dividing into various strata and the sampling units are chosen.

In this project convenience sampling was adopted for the collection of data. The samples were chosen based on the availability of customers at places in company, their offices and in their residence. The sample size is restricted to 50 respondents only.3.3. DATA COLLECTION INSTRUMENTS For the collection of the data a structured scientific undisguised questionnaire has been used. The questionnaire was prepared in such a way as to gain insight from the respondents. Questionnaires are an inexpensive way to gather data from a potentially large number of respondents. The questionnaire consisted of open ended, closed ended, multiple choice questions etc. Likerts scale has been used to measure various levels of satisfaction with regard to various aspects of the bike.

3.4. FIELDWORKThe survey was done in Bangalore .The researcher personally met all the respondents and the data was collected over a period of three weeks. In this study the sample size was restricted to fifty only

3.5. PLAN OF DATA ANALYSIS

The data collected from questionnaires were processed tabulated and analyzed by the researcher using percentile analysis, square analysis and sign test. Analysis and interpretation have been represented in tables with appropriate graphs which are followed by findings, suggestions and conclusion.

chapter 4Data analysis and interpretation

Table 4.1: Age GroupAgeNo. of RespondentsPercentage

Below - 200714

21 - 302244

31 - 401122

Above - 411020

Total50100

Analysis The above table shows that 44 percent of the respondents are under the age group of 21-30 years, 14 percent of the respondents are in the age group of below 20 years, 22 percent of the respondents are under the age group of 31 - 40 years and 20 percent of the respondents are under the age group of above 41 years.

InferenceThe majority age groups of the consumers are lying between 20-30 years. Thus youth and young adults are the major segment of the company; therefore the company should pay attention to this segment.Graph 4.1: Age Group

Table 4.2: OccupationOccupationNo .of respondentspercentage

Student

1734

Business1428

Employed816

Professional

0510

Farmer024

Others048

Total50100

Analysis From the above table it is clear that majority i.e. 34% of customers occupation is students, 28% are business people, 16% are employed, 10% are professionals, 4% are farmers and 8% are others.InferenceIt had been found that the majority consumers of the bike are the students. Though they do not have their own income, they are a major portion of the segment. Therefore the company can target this segment with various promotional activities in order to increase the sales of the bikesGraph 4.2: Occupation

Monthly IncomeNo. of RespondentsPercentage

Below 50000306

5001 100001122

10001 150001734

Above 150011938

Total50100

Table 4.3: Monthly incomeAnalysisFrom the above table it is clear that 6% of the customers monthly income is below Rs.5000, 22% of the customers monthly income lies in between Rs.5001-Rs.10000, 34% are in Rs.10001-Rs.15000 and 38% of the respondents monthly income is more than Rs.15001.InferenceThe majority of the customers belong to the income group of above Rs.15001 per month. We can say that the customers belong to upper middle class. Thus there is need for target the middle class people too.

Graph 4.3: Monthly income

Table 4.4: Were you using any other vehicle before you bought

TVS APACHE RTR 160?

ParticularsNo .of RespondentsPercentage

Yes6868

No3232

Total50100

Analysis From the above table we can clearly say that 68% of the respondents were using another brand of bike before they bought TVS APACHE RTR160.Inference

Majority of the customers were using other bikes before they bought TVS ApacheRTR160. Thus apache is a second vehicle for the customers. Therefore price may not be a major factor in bike purchase where as style, image and comfort takes a major role in deciding the bike.

Graph 4.4: Were you using any other vehicle before you bought

TVS APACHE RTR 160?

Table 4.5: What factor did you consider for purchasing TVS APACHE RTR160?FactorsNo. of RespondentsPercentage

Reasonable price1326

Good mileage1020

Least maintenance1530

Easy instalments1326

Comfort riding1734

Brand image1836

Style/good look3060

After sales service0306

Resale value0612

AnalysisIt is clear that 60% of the customers considered style as the main factor for purchasing the bike ,36% considered the brand ,34 preferred comfort riding ,26% are price conscious , 26% have bought due to easy instalments , 30% for least maintenance and 20%, 06%, and 12% were considered Good mileage ,After sales service, Re-sale value respectively.InferenceThe majority of the customers have considered style/good look followed by brand image and comfort. Thus aesthetics of the bike is very crucial for the customers in deciding the purchase of the bike. Thus the research and development of TVS should keep this in mind during modifications, alterations, or up gradation in design of the bike4.5. What factor did you consider for purchasing TVS APACHE RTR 160?

Table 4.6: Who influenced you to purchase TVS APACHE RTR160? Major InfluencesNo. of RespondentsPercentage

Family1830

Friends2440

Dealer058.3

Advertisement1321.6

Total 60100

AnalysisFrom the above table it is clear that 40% of the respondents were influenced by friends, 30% by the family members, 21.6% by ads and only 8.3% of the customers are influenced by the dealer. Inference

Since the majority of the customers are students; therefore it is clear that their friends are the major influencers for choosing the product, and also family members play an important role in purchasing the bike. Dealer does not seem to have a major influence on the brand of bike to be purchased. Thus it appears that consumers are pre-decided about the brand to be purchased even before they step into the dealerships.

Graph 4.6: Who influenced you to purchase TVS APACHE RTR 160

Table 4.7: How did you purchase TVS APACHE RTR 160?Mode of PaymentNo .of RespondentsPercentage

Credit1836

Cash3264

Total50100

AnalysisIt is shown in the table that 64% of the customers bought through cash payment and 36% by credit. Majority of customers are buying this bike with cash. Inference

Majority of the customers income is more than Rs.15001 per month, therefore most of the customers purchased through cash. The customers were students and businessmen and hence it appears that cash is the preferred mode of purchase.

Graph 4.7: How did you purchase TVS APACHE RTR160?Table 4.8: What is your opinion about TVS APACHE RTR 160 with regard to price?

PerceptionNo .of RespondentsPercentage

More value for money3232

Reasonable value for money5454

Less value for money1414

Total100100

AnalysisThe above table shows that 54% of the respondents feel that the price of the bike is Reasonable, 34% of the respondents feels bike is more value than the price and 14 % customers feels it is less value for the money.Inference

Researcher found that the majority of the customers feel that product value is reasonable for the money spent. Thus majority of the customers are satisfied with the price they pay for the bike as very few feel it is less value for moneyGraph 4.8: What is your opinion about TVS APACHE RTR160 with regard to price?

Table 4.9: What is actual mileage you are getting from TVS APACHE RTR160?

MileageNo .of RespondentsPercentage

35 450714

46 553672

56 650612

66 and above0102

Total50100

AnalysisThe above table shows that 72% of the customers are getting the mileage of 46-55, 14% of the respondents are getting 35-45, and 12% of the users are getting 56-65 and rest 2% of the respondents are getting above 66 kmpl.Inference

The study represents that the majority of the customers are getting the mileage of 45-55; hence they are not satisfied with the mileage. The company should innovate and adopt the new technology in order to increase the mileage of the bikes. This can help in satisfying those few customers who considered good mileage as one of the factor to be considered in selecting the bike to be purchased.Graph 4.9: What is actual mileage you are getting from TVS APACHE RTR160?

Table 4.10: How do you rate APACHE 160 RTR on the basis of mileage?

[EXCELLENT] [VERY GOOD] [FARE] [POOR]ExcellentVery GoodFarePoor

No, Respondents3544201

Percentage35%44%20%1%

Analysis

From the above Table 35% of respondents think that APACHE RTR 160 on the basis of mileage 44% feels Very Good, 20% Fare and 1% PoorInferenceFrom the above table it is observed that customers RateSmart built in turn signal of APACHE RTR 160 As Very Good.

GRAPH NO 4.10

Table 4.11: Specify your level of satisfaction with regard to TVS APACHE RTR 160 from the following:

AspectsHighly satisfied

%Satisfied

%Neutral

%Dissatisfied

%Highly dissatisfied

%

Price83840122

Gear system16661620

Break system18621820

Road grip24521662

Beating/Sound124430140

Lighting16542640

Style/good look56301220

Mileage63028342

PriceAnalysisFrom the above table it is clear that the satisfaction level of the bike users with respect to price i.e,40% of the customers are neutral, 38% are satisfied , 12% are dissatisfied , 8% respondents are highly satisfied , and rest 2% of the respondents are highly dissatisfied with the price .

Gear systemAnalysisFrom the above table it is clear that 66% of the respondents are satisfied with the gear system, 16% are highly satisfied, 16% are neutral and 2% are dissatisfied with the gear system.

Brake system

AnalysisThe above table shows that 62% of the respondents are satisfied with the break system, 18% are highly satisfied, 18% of the customers are neutral and only 2% are dissatisfied with the break system.

Road grip

AnalysisThe above table shows that 52% of the respondents are satisfied with the road grip of the bike, 24% are highly satisfied, 16% are responded neutral, 6% are dissatisfied and 2% of the respondents are highly dissatisfied with the road grip of the bikeBeating/sound

AnalysisAbove table says that 44% of the respondents are satisfied with the beating/sound of the bike,30% are having neutral opinion,14% are dissatisfied ,12% users are highly satisfied with the sound/beating of the bike.

Lighting

AnalysisAbove table shows that 54% respondents are satisfied with lighting, 26% are neutral, 16% are highly satisfied and 4% are dissatisfied with the lighting of the bike.

Style/good lookAnalysisThe table says that 56% of the consumers are highly satisfied with style / look of the bike, 30% are satisfied, 12% are neutral and 2% are dissatisfied with the style/look of the bike. MileageAnalysisFrom the above table we can find that 34% of the bike users are dissatisfied with the mileage of the bike, 30% are satisfied, 28% are neutral, 6% are highly satisfied and only 2% are highly dissatisfied with the mileage.

Graph 4.11: Specify your level of satisfaction with regard to TVS APACHE RTR160 from the following:

Table 4.12: How does your TVS APACHE RTR160 perform on following roads?

AttributesExcellent

%Good %Satisfactory

%Poor %

Mud 14443408

Metal 10503208

Sandy 12104434

Tar 4440160

Cement 40461202

AnalysisAbove table shows that Customers are satisfied with performance of the bike on Mud roads, Metal roads, tar roads and Cement roads, but the customers are not satisfied with the bike performance on Sandy Roads.Inference

It seems Majority of the customers are satisfied with the performance of the bike on Mud, Metal, Tar and cement roads. But most of the customers are not satisfied with the performance of the bike on sandy roads, thus the company should focus on improving the performance of the bike on sandy roadsGraph 4.12: How does your TVS APACHE RTR160 perform on following roads?

Table 4.13: State the level of satisfaction regarding the service rendered by the dealer. Towards TVs apache rtr 160OpinionNo of RespondentsPercentage

Highly satisfied0306

Satisfied3264

Some what Satisfied1020

Not satisfied0510

Total50100

AnalysisThe above table shows that 64% of the customers are satisfied, 20% are somewhat satisfied, 6% are highly satisfied with the service provided by the dealer where as 10% are not satisfied with the dealer.

Inference

It appears that dealer provides good service to their customers since most of them are satisfied with the service provided by the dealer. Thus customer satisfaction can be turned into customer delight by providing some augmented services.

Graph 4.13: State the level of satisfaction regarding the service rendered by the dealer.

TABLE NO 4.14 If there is no price consideration, which brand would you buy?

BAJAJYAMAHATVSSUZUKIHONDAHERO

No, Respondents27242012116

Percentage48%19%25%4%11%6%

ANALYSIS

In the above BAR GRAPH it is clear that with no price consideration, BAJAJ will be the first choice following with YAMAHA and TVS as 2nd and 3rd choice. Whereas SUZUKI will be the 4th choice which is taking lead over HONDA and HERO as 5th and 6th choice.INFERENCE Thus customer satisfaction can be turned into customer delight by providing Bikes of TVS by reasonable prices which influence consumers to buy tvs bikesGraph no 14 If there is no price consideration, which brand would you buy?

Table 4.15: Overall satisfaction with the performance of

TVS APACHE RTR 160

OpinionNo. of RespondentsPercentage

Highly satisfied0612

Satisfied3468

Some what Satisfied0714

Not satisfied0306

Total50100

Analysis Above table shows that 68% of the customers are satisfied, 14% are some what satisfied, 12% are highly satisfied with the performance of the bike, where as 6% of the customers are not satisfied with the overall performance of the bike.Inference

Study says that Majority of the customers are satisfied with the overall performance of the bike therefore the company should maintain the same.Graph 4.15: Overall satisfaction with the performance of

TVS APACHE RTR160

CHAPTER NO 5SUMMARY OF Findings

From the survey it was found that majority of the TVS Apache RTR160 customers belongs to the age group of 2130.

Majority of the customers are Students followed by Business men and employed.

Majority of the customers have income of more than Rs.15001 per month.

It was found that most of the customers were using other bike before they purchased TVS Apache RTR160.

Style, Brand image and Comfort riding are the main factors considered while selecting TVS Apache RTR160.

Friends and Family members play an important role in influencing the purchase decision.

Majority of the customers have purchased TVS Apache RTR160 on cash payment.

Majority of the customers are of the opinion that TVS ApacheRTR160 is providing reasonable value for money.

From the study it was found that majority of the bike users are getting the mileage in between 46-55.

Majority of the customers are satisfied with the Price, Gear system, Brake system, Beating/sound, Lighting and most of customers are highly satisfied with the Style, but there was mixed response from customers as regards Road grip and Mileage.

Customers are satisfied with performance of the bike on Mud roads, Metal roads, tar roads and Cement roads, but the customers are not satisfied with the bike performance on Sandy Roads.

It was found that majority of the customers are satisfied with service rendered by the Dealer.

The researcher found that Majority of the customers are satisfied with the over all performance of the bike.CHAPTER NO 6Suggestions and CONCLUSION1. The survey reveals that most of the respondents belong to youth segment, thus the company should concentrate on youth segment and design promotions targeting the youth.

2. Style is the major factors for purchasing TVS ApacheRTR160; hence the company can position its bike more specifically to the Style as an important attribute of the bike.

3. Mileage of the TVS ApacheRTR160 can be improved to match the claims made by the company.

4. The performance of the TVS ApacheRTR160 on Sandy roads must be improved, since most of the respondents were dissatisfied with the performance of the bike on sandy roads.

5. The customers are satisfied with the overall performance of the TVS ApacheRTR160; company should continue the same performance and try to augment its product and turn the customer satisfaction into customer delight.

6. Since friends and family influence the purchase , the company can devise viral marketing programs

CONCLUSION TVS Company is in a good position even in this tough competition. The sales of TVS Company

Went at a lower phase after their breakup with SUZUKI Company Japan, but with the introduction of TVS Victor GL which was the first bike released in market after breakup which increased the sales and by this inspiration the TVS Company released various types of vehicles for different classes of people. It has introduced Scotty pep for ladies, TVS Centra, Fiero F2 for the people who aspire more mileage. Like this TVS Company has kept the customers interest and aspirations into consideration and is engaged in manufacturing customer loving vehicles.

Saravana Motors Pvt. Ltd., a loyal member of TVS group is providing better service to its customers by this it has got a good loyal circle of

Customers and by this it has benefited by the recommendations from them to others by this the sales of Saravana Motors is increasing. It has become one of the important members of TVS group due to its increase in volume of sales.

Today companies are facing their toughest competition ever. The answer lies in doing a better job of meeting and satisfying customer needs. Only customer-oriented companies are adopting at building customers.

A satisfied customer will act as a spokesperson of the companys products and bring it more buyers. A small percentage of loyal customers will increase the companys sales. Therefore it is necessary to ensure customer value satisfaction. It is required to maintain good relationship with them in order to enhance the goodwill of the firm. The firm should be more conscious in providing better offers. The challenge is not to produce only satisfied customers but to produce loyal customerBIBILIOGRAPHY

[1] Philip Kotler, Marketing Management

[2] Dr P.N.Reddy, H.R.Appannaiah, Essential of Marketing

Management

[3] Sujanaier, Consumer Behavior

WEBSITES

[4] http://www.Tvsmotors.com[5] http://www.indiamotors.com[6] http://www.wikipedia.com[7] http://www.automotives.orgAPPENDICES AND ANEXURES I am ABDUL WAHAAB, 6th Semester student of B.B.M studying at H.K.B.K. degree college, Bangalore, as part of the curriculum of my final year of Graduation. I am carrying out a project work. In this regard a questionnaire has been provided to you please express your fair views for the questions asked in the questionnaire. I therefore invite objective / frank opinion in the below mentioned question. The out-come of the project will serve an academic interest only.

Name: ............ 1 . Age:

(a) Below20 [ ] (b) 21-30 [ ]

(c) 31-40 [ ]

(d) Above41 [ ]

2 . Occupation:

(a) Student [ ]

(b) Business [ ]

(c) Employed [ ] (d) Professional [ ]

(e) Farmer [ ]

(f) Others Specify ..3 . Family monthly Income:

(a) Below Rs. 5000 [ ] (b) 5001 to 10,000 [ ]

(c) 10,001 to 15,000 [ ] (d) Above 15,001 [ ] 4. Were you using any other vehicle before you bought TVS

APACHE RTR160?

Yes [ ] No [ ]

5. What factors did you consider for purchasing TVS APACHE RTR160?(a) Reasonable Price [ ] (b) Good Mileage [ ]

(c) Least Maintenance [ ]

(d) Easy Instalments [ ]

(e) Comfortable Riding [ ]

(f) Brand image

[ ]

(g) Style

[ ] (h) after sales service [ ]

(I) Resale value

[ ]

6. Who influenced you to purchase TVS APACHE RTR160?

(a) Family Members [ ]

(b) Friends [ ]

(c) Dealer

[ ] (d) Advertisement [ ]

7. How did you purchase apache TVS bike?a) Credit

[ ]

(b) Cash

[ ]

8.What is your opinion about TVS APACHE RTR160 with regard to price?

More value for money

[ ]

reasonable value for money [ ]

Less value for money

[ ]9. What is actual mileage you are getting from TVS APACHERTR160?

(a) 35 45 [ ]

(b) 46 55 [ ]

(d) 56 65 [ ]

(e) 66 & above [ ]10. How do you rate APACHE RTR 160 on the basis of mileage?

[EXCELLENT] [VERY GOOD] [FARE] [POOR]11.Specify your levels of satisfaction with regard to TVS APACHE RTR160 from the following?

AspectsHighly satisfiedSatisfiedNeutraldissatisfiedHighly dissatisfied

Price

Gear system

Break system

Road grip

Beating/Sound

Lighting

Style/Good look

mileage

12.How does your TVS APACHE RTR1 60 perform on following roads?

ExcellentGoodSatisfactoryPoor

Mud

Metal

Sandy

Tar

Cement

13. State the levels of satisfaction regarding the service rendered by theDealer?

(a) Highly satisfied [ ]

(b) Satisfied [ ]

(c) Somewhat satisfied [ ] (d) Not satisfied [ ]

14. If there is no price consideration, which brand would you buy? Bajaj [ ] Yamaha [ ] TVS [ ]

Suzuki [ ] Honda [ ] Hero [ ]

15. Overall satisfaction with the performance TVS APACHE RTR160?(a) Highly satisfied [ ] (b) Satisfied [ ]

(c) Somewhat satisfied [ ] (d) Not satisfied [ ]

16.Do you have any suggestions for the improvement of TVS APACHE RTR 160?

TVS Apache RTR 160 (Self-Start)

Technical Specifications

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