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8/11/2019 CONSUMER BUYING BEHAVIOUR BY TVS MOTORS

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1.1 INTRODUCTION

Marketing is a social and managerial process by which individuals and groups obtain what they

need and want, through creating, offering and exchanging products of value with others.

-Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and

possession of goods and services. It is that part of economics which deals with the creation of

time, place and possession utilities and that phase of business activity through which human

wants are satisfied, by the exchange of goods and services for some valuable consideration

-American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service

specifications and then in turn helping to make it possible for more and more of consumers to

enjoy more and more of these products and services.

Buyer Behavior

Buyer behavior is all psychological, Social and physical behaviors of potential customers

as they become aware of evaluate, purchase, consume and tell others about product & service.

Consumer Buying Behavior

The main aim of marketing is meeting and satisfy target Customers need and wants buyer

behavior refers to the peoples or organization conduct activities and together with the impact of

various influences on them towards making decision on purchase of product and service in a

market. The field of consumer behavior studies how individuals, groups and organization select,

buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires

understanding consumer behavior and knowing customer are never simple.


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1.2 NEED AND IMPORTANCE OF THE STUDY

The study of consumer behaviour (CB) is very important to the marketers because it enables

them to understand and predict buying behaviour of consumers in the marketplace; it is

concerned not only with what consumers buy, but also with why they buy it, when and where

and how they buy it, and how often they buy it, and also how they consume it & dispose it.

Consumer research is the methodology used to study consumer behaviour; it takes place at every

phase of the consumption process: before the purchase, during the purchase, and after the

purchase. Research shows that two different buyers buying the same product may have done it

for different

Reasons, paid different prices, used in different ways, have different emotional attachments

towards the things and so on.

1.3 SCOPE OF THE STUDY

The scope of the project is define by the objective of the study it self. If the study was basically

for the fulfillment at its objectives. This means that scope of this project study is restricted to

consumers buying behaviours of TVS Two wheelers among the other brand in the market.

Scope of this project is also restricted to the area of field survey in Hyderabad. The study does

not include any other area like finance personnel product etc.

1.4 OBJECTIVE OF STUDY

To make a study on consumer buying behavior of two wheelers with special reference to

TVS Motors in Hyderabad area.


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2.1 INTODUCTION

Various segments of TVS are:

The entire model is being used in Hyderabad, TVS Motor is trying to reach every nook

and corner of the North East, and it has dealers and sub-dealers in every part of the North Eastern

India. The service provided by them are quite satisfactory to the consumers, which has helped

them to achieve good reputation in the market.

The two-wheeler companies have divided the market into various segments, which have

helped them to meet the demand more easily. Suppose the customers who demand a unique

stylish two wheeler, for those TVS have produced Apache, which is considered as one of the

most extraordinary two wheeler in the market.

2.2 TVS MOTORS COMPANY PROFILE

Status : Listed

Form : Public Limited Company

Operational Status : Operational

ISIN CODE : INE494B01023

Financial Auditors : Sundaram & Srinivasan (2011)

Incorporation Date : July 15, 1982

Total Employees : 4,589

Full name : TVS Motor Company Ltd

Legal Address : Jayalakshmi Estates,29(OldNo.8)HaddowsRoad,

Chennai; Tamil Nadu; 600006

Tel : 044- 2827 2233

Industry : Automotive

Founded : 1972

Website : www.tvsmotor.in
http://www.tvsmotor.in/http://www.tvsmotor.in/http://www.tvsmotor.in/


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Company Description:

TVS Motor Company Limited manufactures and sells two-wheelers in India. Its

products include motorcycles, scooters, and mopeds, as well as three-wheelers. The company

primarily markets its motorcycles under the Apache RTR 180, Flame DS 125, Flame, TVS Jive,

StaR City, and Sports names; aromatic scooters under the TVS Wego, Scooty Streak, Scooty

Pep+, and Scooty Teenz names; mopeds under the TVS XL Super and TVS XL Heavy Duty

names; and three-wheelers under the TVS KING name.

Company Analysis:

According to the consolidated - Audited financial statement for the Year of 2011, total net

operating revenues increased with 40.43%, from INR 4,678.61 tens of millions to INR 6,570.23

tens of millions. Operating result increased from INR 150.12 tens of millions to INR 265.75 tens

of millions which means 77.03% change. The results of the period increased 281.80% reaching

INR 127.94 tens of millions at the end of the period against INR 33.51 tens of millions last year.

Return on equity (Net income/Total equity) went from 5.40% to 18.76%, the Return On Asset

(Net income / Total Asset) went from 1.79% to 7.22% and the Net Profit Margin (Net

Income/Net Sales) went from 0.72% to 1.95% when compared to the same period of last year.

The Debt to Equity Ratio (Total Liabilities/Equity) was 259.95% compared to 301.28% of last

year. Finally, the Current Ratio (Current Assets/Current Liabilities) went from 1.31 to 1.19 when

compared to the previous year.

2.3 History:

TVS Motor traces its origins back to the entrepreneurial spirit of Trichur Vengaram

Sundaram Iyengarwho gave up lucrative careers in theIndian Railwaysand in banking to set

up his own business. He began withMadurai'sfirst bus service in 1911 and founded

T.V.Sundaram Iyengar and Sons Limited, a company that consolidated its presence in the

transportation business with a large fleet of trucks and buses under the name of Southern

Roadways Limited. When he died in 1955 his sons took the company ahead with several forays

in the automobile sector, including finance, insurance, manufacture of two-wheelers, tyres and

components. The group has managed to run 33 companies that account for a combined turnover

of nearly $3 billion.
http://en.wikipedia.org/wiki/T._V._Sundaram_Iyengarhttp://en.wikipedia.org/wiki/T._V._Sundaram_Iyengarhttp://en.wikipedia.org/wiki/T._V._Sundaram_Iyengarhttp://en.wikipedia.org/wiki/Indian_Railwayshttp://en.wikipedia.org/wiki/Indian_Railwayshttp://en.wikipedia.org/wiki/Indian_Railwayshttp://en.wikipedia.org/wiki/Maduraihttp://en.wikipedia.org/wiki/Maduraihttp://en.wikipedia.org/wiki/Maduraihttp://en.wikipedia.org/wiki/Maduraihttp://en.wikipedia.org/wiki/Indian_Railwayshttp://en.wikipedia.org/wiki/T._V._Sundaram_Iyengarhttp://en.wikipedia.org/wiki/T._V._Sundaram_Iyengar


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2.3.1 Recent:

Over the years TVS Motor has grown to be the largest in the group, both in terms of

size and turnover, with fourstate of the art manufacturing plants in

Hosur,Mysore andNalagarh in India andKarawang inIndonesia. TVS Motor is credited with

many innovations in the Indian automobile industry, notable among them being the introduction

of India's first two-seater moped, the TVS 50cc. The company became the leader in its category

of sub 100 cc mopeds, having sold 7 million units. It also introduced theTVS Scooty,which is

India's second largest brand in the scooterette segment. The TVS Jive launched in November

2009 became India's firstclutch-free motorbike aimed at a stress-free rider experience while

theunisex scooterTVS Wego is targeted at urban couples, featuring body-balance technology

for easier handling.

2.3.2 Awards:

TVS Motor won theDeming Application Prize in 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.

The same year, the work done for the TVS Victor motorcycle won TVS Motor the

National Award for successful commercialization of indigenous technology from theTechnology Development Board,Ministry of Science & Technology,Government of

India.

In 2004, TVS Scooty Pep won the 'Outstanding Design Excellence Award'

fromBusinessWorld magazine and theNational Institute of Design,Ahmedabad.

The effective implementation of Total 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 Times and

the Harvard Business School Association of India.Business Today magazine awarded

TVS Motor the Best Managed Company and the Most Investor Friendly Company
http://en.wikipedia.org/wiki/State_of_the_arthttp://en.wikipedia.org/wiki/State_of_the_arthttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/Nalagarhhttp://en.wikipedia.org/wiki/Karawanghttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/TVS_Scootyhttp://en.wikipedia.org/wiki/Clutchhttp://en.wikipedia.org/wiki/Unisexhttp://en.wikipedia.org/wiki/TVS_Wegohttp://en.wikipedia.org/wiki/Deming_Prizehttp://en.wikipedia.org/wiki/Quality_Managementhttp://en.wikipedia.org/wiki/Ministry_of_Science_and_Technology_(India)http://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/BusinessWorldhttp://en.wikipedia.org/wiki/National_Institute_of_Designhttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Total_productive_maintenancehttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/Business_Today_(Business_Magazine)http://en.wikipedia.org/wiki/Business_Today_(Business_Magazine)http://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/Total_productive_maintenancehttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/National_Institute_of_Designhttp://en.wikipedia.org/wiki/BusinessWorldhttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Ministry_of_Science_and_Technology_(India)http://en.wikipedia.org/wiki/Quality_Managementhttp://en.wikipedia.org/wiki/Deming_Prizehttp://en.wikipedia.org/wiki/TVS_Wegohttp://en.wikipedia.org/wiki/Unisexhttp://en.wikipedia.org/wiki/Clutchhttp://en.wikipedia.org/wiki/TVS_Scootyhttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Karawanghttp://en.wikipedia.org/wiki/Nalagarhhttp://en.wikipedia.org/wiki/Mysorehttp://en.wikipedia.org/wiki/State_of_the_art


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awards. Its advertising practices won it the Good Advertising award by Auto India Best

Brand Awards 2009.

Company ChairmanVenu Srinivasan is a recipient of several awards for corporate

excellence such as the Star of Asia Award byBloomberg BusinessWeek and the JRD

Tata Corporate Leadership Award.

TheUniversity of Warwick, United Kingdom gave him an honoraryDoctorate of

Science degree[16]while the Government of India honoured him with thePadma Shri,

one of India's highest civilian distinctions.

Innovative implementation ofInformation Technology has won TVS Motor the Ace

Award for Most InnovativeNetWeaver Implementation in 2007 awarded by technology

majorSAP AG[18]and the Team Tech 2007 Award of Excellence for Integrated use

ofComputer-aided engineering Technologies.

2.4 TVS MOTOR CompanyMission & Vision

Mission:

We are committed to being a highly profitable, socially responsible, and leading

manufacturer of high value for money, environmentally friendly, lifetime personal transportation

products under the TVS brand, for customers predominantly in Asian markets and to provide

fulfillment and prosperity for employees, dealers and suppliers.

Vision:

TVS Motor - Driven by the customer:

TVS Motor will be responsive to customer requirements consonant with its core

competence and profitability. TVS Motor will provide total customer satisfaction by giving the

customer the right product, at the right price, at the right time.

TVS Motor - The Industry Leader:

TVS Motor will be one among the top two two-wheeler manufacturers in India and

one among the top five two-wheeler manufacturers in Asia.

TVS Motor - Global overview:
http://en.wikipedia.org/wiki/Venu_Srinivasanhttp://en.wikipedia.org/wiki/Bloomberg_BusinessWeekhttp://en.wikipedia.org/wiki/University_of_Warwickhttp://en.wikipedia.org/wiki/Doctor_of_Sciencehttp://en.wikipedia.org/wiki/Doctor_of_Sciencehttp://en.wikipedia.org/wiki/TVS_Motor#cite_note-15http://en.wikipedia.org/wiki/TVS_Motor#cite_note-15http://en.wikipedia.org/wiki/Padma_Shrihttp://en.wikipedia.org/wiki/Information_Technologyhttp://en.wikipedia.org/wiki/SAP_NetWeaverhttp://en.wikipedia.org/wiki/SAP_AGhttp://en.wikipedia.org/wiki/SAP_AGhttp://en.wikipedia.org/wiki/SAP_AGhttp://en.wikipedia.org/wiki/Computer-aided_engineeringhttp://en.wikipedia.org/wiki/Computer-aided_engineeringhttp://en.wikipedia.org/wiki/SAP_AGhttp://en.wikipedia.org/wiki/SAP_AGhttp://en.wikipedia.org/wiki/SAP_NetWeaverhttp://en.wikipedia.org/wiki/Information_Technologyhttp://en.wikipedia.org/wiki/Padma_Shrihttp://en.wikipedia.org/wiki/TVS_Motor#cite_note-15http://en.wikipedia.org/wiki/Doctor_of_Sciencehttp://en.wikipedia.org/wiki/Doctor_of_Sciencehttp://en.wikipedia.org/wiki/University_of_Warwickhttp://en.wikipedia.org/wiki/Bloomberg_BusinessWeekhttp://en.wikipedia.org/wiki/Venu_Srinivasan


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TVS Motor will have profitable operations overseas especially in Asian markets,

capitalizing on the expertise developed in the areas of manufacturing, technology and marketing.

The thrust will be to achieve a significant share for international business in the total turnover.

TVS Motor - At the cutting edge:

TVS Motor will hone and sustain its cutting edge of technology by constant

benchmarking against international leaders.

TVS Motor - Committed to Total Quality:

TVS Motor is committed to achieving a self-reviewing organization in perpetuity by

adopting TQM as a way of life. TVS Motor believes in the importance of the process. People and

projects will be evaluated both by their end results and the process adopted.

TVS Motor - The Human Factor:

TVS Motor believes that people make an organization and that its well-being is

dependent on the commitment and growth of its people. There will be a sustained effort through

systematic training and planning career growth to develop employees talents and enhance job

satisfaction. TVS Motor will create an enabling ambience where the maximum self-actualisation

of every employee is achieved. TVS Motor will support and encourage the process of self-

renewal in all its employees and nurture their sense of self worth.

TVS Motor - Responsible Corporate Citizen:

TVS Motor firmly believes in the integration of Safety, Health and Environmental

aspects with all business activities and ensure protection of employees and environment

including development of surrounding communities. TVS Motor strives for long-term

relationships of mutual trust and interdependence with its customers, employees, dealers and

suppliers.

2.5 Heritage:

TVS Group - 100 years young:

The TVS group has always been inspired by a century long mission and vision of its

own destiny. it is not just a business but a way of doing business, which sets TVS apart from

others.

Back in 1911, to the founder of the company, the ordinary ambitions of a bus fleet

operator or a vehicle servicing business would not suffice. Rather, he wanted to create an


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enduring business led by a family of like minded workers and managers united by a set of shared

high principles.

Driven by this inspiration, the TVS group has today emerged as India's leading supplier

of automotive components. Today the TVS Group is the largest automotive component

manufacturer in India, with annual turnover of more than USD 4 billion.

The group has over 30 companies employing a work- force of 40,000 people.

Underlying the success of the group is its philosophy of commitment to the cherished

values of promoting trust, value and customer service. This was the personal philosophy of the

Group's Founder Shri T V Sundaram lyengar, and it remains the overarching code by which the

Group functions. Market leadership and rewards of business have followed naturally.

2.4.1 The inspirational heritage:

Although the letters TVS represent the initials of our founder, T V Sundaram lyengar, to

us within TVS they have always stood for Trust, Value and Service. The founder of the company

embodied these values and set an example for all employees to emulate.

TVS believes that the success of any enterprise is built on the solid foundation of

customer satisfaction.

Continuous innovation and close customer interaction have enabled TVS companies to

stay ahead of competition. Quality at TVS determines not only the end product but the systems,

processes and operations at all levels. The first four companies in India, which have won the

coveted Deming Prize are from the TVS group.

The business ranges across automobile component manufacturing, components

distribution, manufacturing of powered two-wheelers, computer peripherals, financial services,

contract manufacturing services and software development.

TVS Motor company Ltd (TVS Motor)- member of the TVS group is the largest company

of the group in terms of size and turnover.


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2.4.2 Milestones:

1980:

Great milestone in indiaautomobile history.Countrys first 2 seater 50cc Moped TVS

50 launched.

1984:

First mover.TVS becomes first india companyto introduce 100cc Indo-Japanese

Motorcycle.

1994:

Poineer of mobility for woman>Launched Indias first indigenoys scooterette (sub

100cc- variomatic scooters), TVS scooty.

1996-97:

Bringing in green technology before it become a norm. Introduced Indias first

catalytic converter enable motorcycle, the 110cc shogun.

Great drive. Greater speed. Launched Indias first 5-speed motorcycle, the Shaolin.

2000:

Hiking speed limits. Launched TVS Fiero, Indias First 150 cc, 4 stroke motorcycle.

2001:

Indigenous technology. Launched TVS Victor, 4 stroke 110 cc motorcycle

Indias first fully indigenouslydesigned and manufactured motorcycle.

2002:

TVS becomes worlds first two wheeler company to win worlds most prestigous

recognition in Total Quality Management- the deming award 2002.

TVS wins Technology awards from Ministry of scince, Govt of India Successful

comercialization of indigenous technology.

2004:

Setting benchmarks in mileage.launched TVS Centa, a world class 4 stroke 100 cc

motorcycle with the revolutionary VT-i engines for best in class mileage.

All terrain performance.launched TVS star, a 100 cc motorcycle ideal for rough terrain.

TVS wins TPS excellence from japan institute of plant maintanance(JIPM).

TVS wins outstanding design Excellence award for Scooty pep.


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2005-06:

Spreading its roots.TVS launches its Indonesian plant.

Making a style statement. Launched TVS Apache, Which set youth imagination on

fire. Apache went on to be the bke of the yaer for 2006, winning 6 prestigious

awards.

2007:

Never before in automobile history. TVS motor company rolls out seven

products.

Yet another first. TVS Launches Himachal pradesh plant at Nalagarh.

2008:

Apache refresh with rear disc breakesDec-2008.

TVS motor company bags to coveted IT awards sep-2008 SAP ACE 2008 Awars

and 2008 Semantec south asia visionaru award.

Scooty pep+ launched with balancing wheels aug-2008.

Scooty wimbeldon collection Launched jun-2008.

Apache RTR FI lauched jun-2008.

TVS motor company launches the revolutionary 125cc Flame Mar-2008.

TVS makes its foray into the three-wheeler market with TVS KING mar-2008.

2009-10:

Jive:The AutoClutch bike.

WEGO:First scooter with body balance technology.

TVS Unveils High Performance with the Apache RTR 180 June-2009.

TVS Scooty streak launched.

2010-11

TVS MAX4R- , durable motorcycle designed with two pairs of rearshock-absorbers.

The bike has bigger brakes, a long wheelbase, wider tyres and specially reinforced

spokes that are designed so that it does not break under heavy loads.

TVS Apache RTR 180 ABS and TVS Sport with electric start


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2.4.3 R&D:

TVS Automatic Transmission Technology (TVSATT):

TVSATT -

A new technology that will enhance fuel efficiency by as much as twenty percent

when compared to the conventional technology deployed today.

Why was it developed?

The conventional rubber belt CVT equipped scooters deliver up to 20% worse fuel

economy compared to a standard motorcycle but CVT has the benefit of ease of riding.

The ultimate objective is to achieve the ease of riding of a CVT equipped scooter, with the

fuel economy of a standard motorcycle - develop a fuel efficient engine that can be used across

various platforms like Scooter, Motorcycle, Step-Thru's

How does it work?

This technology employs an Automatic Transmission in place of conventional

Continuously Variable Transmission Technology (CVT). This changes gears effortlessly through

electronic control, automatically selecting the gear ratios for a particular riding condition. This

enables the engine to run at its most efficient RPM (revolutions per minute) for a range of

vehicle operating conditions, thereby maximizing the engine performance to achieve peak

efficiency; overriding the requirement of a clutch.

The engine developed for this is compact, fuel efficient and can be used across productforms like Scooter, Motorcycles and Step-Thru's. Some other important advantages of this

technology are

1. Lowest CO2 emission in Scooters

2. Low Floor Board

3. Space for luggage

This technology employs an innovative ECU (Electronic Control Unit) which enhances

the performance and fuel economy, giving greater convenience of riding. An advanced cooling

arrangement, which is based on the vehicle motion itself, avoids use of engine driven fan, thus

minimizing the additional consumption of fuel. The improvement in engine efficiency is derived

through friction reduction and multi map electronic ignition control, while transmission

efficiency is boosted through this new technology.


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What do you get?

20% better fuel economy without compromising the riding comfort and convenience.

Type of Vehicle Fuel economy Convenience

Motorcycle High Low

Scooter Low High

TVS AMT High High

2.4.4 Techno dynamism:

Performance:

Ask anyone who has taken a ride in the TVS Apache RTR and they will simply compare

the bike to a 250 cc. Delivering 15 bhp from a 160 cc engine, the bike is certainly tweaked for

performance. The pickup is terrific and one needs to feel the rev of the RTR engine to get a feel

of its spirit.

Styling:

Todays needs are very unique. While people want their bikes to be in line with the

gadgets they use, they are also keen to get value for money. Add to this the task of bringing out

cleaner, fuel efficient bikes, and the challenge becomes even tougher.

Efficiency:

All technology features are aimed at providing value to a customer - be it matching the

features - expectation or price point. While the performance aspect is taken to its optimum, the

engineers at TVS try to work towards building bikes that are easy to ride, economical to maintain

and at the same time are easy on the environment.

Ecodynamism:

All technology features are aimed at providing value to a customer - be it matching the

features - expectation or price point. While the performance aspect is taken to its optimum, the

engineers at TVS try to work towards building bikes that are easy to ride, economical to maintain

and at the same time are easy on the environment.

Manufacturing Excellence:

Launch of 7 vehicles on the same day - Manufacturing Excellence makes this feasible:


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At the heart of the new product launches is the Production Team, setting to motion the

dream put forward by the R&D.

Driven by the Five Pillars of TQM:

The management philosophy is based on five pillars of TQM (Total Quality Management)

which rests on the foundation of Total Employee Involvement, daily management and Kaizen

(Continuous improvement).

The Inspiration Moment:

When we won the Deming Prize in Quality in 2002, we were the only two wheeler

manufacturer in the world to have won the award. However, our penchant for quality continues

as we work in line with the principles of Kaizen (Japanese for Continuous improvement) and

TQM (Total Quality Management).

TVS Motor company Ltd (TVS Motor)- member of the TVS group is the largest company

of the group in terms of size and turnover


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2.5 Products of TVS Motor Company:

Domestic Range Two Wheeler:

1.Apache Series RTR 2. Flame DS 125

3.Flame SR 125 4. Jive

5.Max 4R 6. Star City

7.

Sport 8. Wego


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9.Scooty Streak 10. Scooty Pep+

THREE WHEELER:

1.King


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INTETNATIONSL RANGE - TWO WHEELER:

1.Neo X3i 2. Rockz

3. Tormax 150 4. Apache RTR 160

5.

Apache 160 6. Metro


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7.Star LX 8. Victor glx 125

8.Victor gx 100 9. Max 100

9. XL XD 11. XL Super


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3.1 REVIEW OF LITERATURE

Buyer behavior is all psychological, Social and physical behaviors of potential customers

as they become aware of evaluate, purchase, consume and tell others about product & service.

An important part of the marketing process is to understand why a customer or buyer makes

a purchase.

Without such an understanding, businesses find it hard to respond to the customers needs and

wants.

Marketing theory traditionally splits analysis of buyer or customer behaviour into two broad

groups for analysisConsumer Buyers and Industrial Buyers

Consumer buyersare those who purchase items for their personal consumption

Industrial buyersare those who purchase items on behalf of their business or organization

Businesses now spend considerable sums trying to learn about what makes customers tick. The

questions they try to understand are:

Who buys?

How Do They buy?

When Do They buy?

Where Do They buy?

Why do they buy?

For a marketing manager, the challenge is to understand how customers might respond to the

different elements of the marketing mix that are presented to them.

If management can understand these customer responses better than the competition, then it is a

potentially significant source of competitive advantage.


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3.2 Consumer Buying Behavior

The main aim of marketing is meeting and satisfy target Customers need and wants buyer

behavior refers to the peoples or organization conduct activities and together with the impact ofvarious influences on them towards making decision on purchase of product and service in a

market. The field of consumer behavior studies how individuals, groups and organization select,

buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires

understanding consumer behavior and knowing customer are never simple.

The wealth of products and service produced in a country make our economy strong. The

behavior of human being during the purchase is being termed as Buyer Behavior. Customer

says one thing but do another. They may not be in touch with their deeper motivations. They are

responding to Influences that change their mind at the last minute. A buyer makes take a decision

whether save or spend the money.

Consumer Behaviour is the study of when, why, how, and where people do or do not buy a

product. It blends elements from psychology, sociology, social anthropology and economics. It

attempts to understand the buyer decision making process, both individually and in groups. It

studies characteristics of individual consumers such asdemographics and behavioral variables in

an attempt to understand people's wants. It also tries to assess influences on the consumer from

groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer

playing the three distinct roles of user, payer and buyer. Research has shown that consumer

behaviour is difficult to predict, even for experts in the field.Relationship marketing is an

influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of

the true meaning of marketing through the re-affirmation of the importance of the customer or

buyer. A greater importance is also placed on consumer retention, customer relationship

management, personalization, customization and one-to-one marketing. Social functions can be

categorized into social choice and welfare functions.
http://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Demographic


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Consumer behaviour is influenced by internal conditions such as demographics,

psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings.

Psychological factors include an individuals motivation, perception, attitude and belief, while

personal factors include income level, personality, age, occupation and lifestyle.

Behaviour can also be affected by external influences, such asculture,sub-culture,locality,

royalty,ethnicity, family,socialclass, past experience reference groups, lifestyle, market mix

factors.

3.3 Consumer Buying Decision Process

There are following five stages in consumer buying decision Process.

Problem identification:-

The buying process starts when the buyer recognizes a problem or need. The need can be

triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger

a Particular need. By gathering information from a number of consumers, Marketers can identify

the most frequent stimuli that spark an interest in a product category. They can then develop

marketing strategies that trigger consumer interest.

. Information Search:-The consumer tries to collect information regarding various products/service. Through gathering

information, the consumer learns about completing brands and their features. Information may be

collected form magazines, catalogues, retailers, friends, family members, business association,

commercial, chamber of commerce, telephone directory, trade fair etc. Marketers should find out

the source of information and their relative degree importance to the consumers.

. Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all buying situations. There

is several First, the consumer processes, some basic concepts are:

First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the product solutions. The marketer

must know which criteria the consumer will use in the purchase decision.
http://en.wikipedia.org/wiki/Culturehttp://en.wikipedia.org/wiki/Sub-culturehttp://en.wiktionary.org/wiki/localityhttp://en.wikipedia.org/wiki/Ethnicityhttp://en.wikipedia.org/wiki/Social_classhttp://en.wikipedia.org/wiki/Social_classhttp://en.wikipedia.org/wiki/Ethnicityhttp://en.wiktionary.org/wiki/localityhttp://en.wikipedia.org/wiki/Sub-culturehttp://en.wikipedia.org/wiki/Culture


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. Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the solution. It may be to buy or

not to buy. If the decision is to buy. The other additional decisions are:

The marketer up to this stage has tried every means to influence the purchase behavior, but

the choice is properly consumers. In the evaluation stage the consumer forms preferences among

the brands in the choice set. The consumer may also form an intention to but the most preferred

brand.

Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of product. The

Marketers job not end when the product is buying must monitor post-purchase satisfaction, post-

purchase action, post-purchase use and disposal.

Post Purchase Satisfaction:-

The buyer, S satisfaction is a function of closeness between the buyer, S expectation and the

products Perceiver performance. The larger the gap between expectation and performance, the

greater the consumer dissatisfaction.

. Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product influence subsequent

behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing the

product again. Dissatisfaction consumer may abandon and return the product

.

Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the product. If the

consumer store the product in a close, the product is probably not very satisfying. If the

consumer throws the product away, the marketer needs to know how they dispose of it;

especially it can be hurt the environment.


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3.4 Types of Consumer Buying Behavior

Routine Response/Programmed Behavior--buying low involvement frequently purchased

low cost items; need very little search and decision effort; purchased almostautomatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you need to obtain

information about unfamiliar brand in a familiar product category, perhaps. Requires a

moderate amount of time for information gathering. Examples include Clothes--know

product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or

infrequently bought products. High degree of economic/performance/psychological risk.

Examples include cars, homes, computers, education. Spend alot of time seeking

information and deciding. Information from the companies MM; friends and relatives,

store personnel etc. Go through all six stages of the buying process.

Impulse buying, no conscious planning. The purchase of the same product does not

always elicit the same Buying Behaviour. Product can shift from one category to the next.

For example: Going out for dinner for one person may be extensive decision making (for

some that does not go out often at all), but limited decision making for someone else. The

reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of

friends will also determine the extent of the decision making.


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3.5 Characteristics of Buyer Behavior

The chief characteristics of the buyers behaviors are as follow:-

It consists of mental and physical activities which consumers undertake to get goods and

services and obtain satisfaction from them.

It includes both observable activities such as walking through the market to examine

merchandise and making a purchase and mental activities-such as forming attitudes,

perceiving advertising material, and learning to prefer particular brands.

Consumer behaviors are very complex and dynamic to constantly changing. And

therefore, management need to adjust with the change otherwise market may be lot.

The individuals specific behaviors in the market place is affected by internal factor, such

as need , motives, perception, and attitudes, as well as by external of environment

influences such as the family social groups, culture, economics and business influences.

Introduction to buying motives Consumer or buyer is the central figure of all marketing

activities. It is the consumer who determines the growth, prosperity and even existence of a

business enterprise. Hence the marketer should always feel the pulse of customers. In order to

understand the pulse of the customers, the marketer needs to understand fully the working of

buyers mind. It helps him to plan his production and distribution to suit to the needs and

convenience of customers .It also helps him to plan suitable marketing strategies. Thus it is very

essential for every marketer to know his customers buying motives. Buying motivesMotive is a

strong feeling, instinct, desire or emotion that makes a person to do something. When a motive

makes a person to buy a product, then it becomes a buying motive. Thus buying motive means

the influence and considerations which makes a customer to buy a particular product. According

to D.J.Duncan, buying motives are those influences or considerations which provide the

impulse to buy, induce action or determine choice in the purchase of goods and services. Buying


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motives are mainly two types, manifest motives and latent motives. Manifest motives are those

motives which are known to the customer and also ready to admit them.

3.6 CONSUMER BUYING vs. ORGANIZATIONAL BUYING

Final (or ultimate) consumers purchase for:

personal,

family, or

household use

Organizational consumers purchase for:

further production,

usage in operating the organization, and/or

resale to other consumers

Consumer Buying Behavior

The decision processes and acts of final household consumers associated with evaluating,

buying, and consuming Two wheelers products for personal consumption

Consider the purchase an automobile. You generally will not consider different options until

some event triggers a need, such as a problem needing potentially expensive repair. Once this

need has put you "on the market", you begin to ask your friends for recommendations regarding

dealerships and Two wheeler models. After visiting several dealerships, you test drive several

models and finally decide on a particular model. After picking up your new Two wheeler, you

have doubts on the way home, wondering if you can afford the monthly payments, but then begin

to wonder if instead you should have purchased a more expensive but potentially more reliablemodel. Over the next five years, the Two wheelers has several unexpected breakdowns that lead

you to want to purchase a different brand, but you have been very happy with the services of the

local dealership and decide to again purchase your next Two wheeler there.


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In this particular case, the following generic model of consumer decision makingappears to

hold:

need recognition

information search

evaluation of alternatives

purchase decision

post purchase behavior

Now consider the purchase of a quart of orange juice. You purchase this product when you do

your grocery shopping once per week. You have a favorite brand of orange juice and usually do

your grocery shopping at the same store. When you buy orange juice, you always go to the same

place in the store to pick it up, and never notice what other brands are on the shelf or what the

prices of other brands are. How is it that the generic model above works differently in this

second scenario? Why does it work differently? Why would we generally need the ministrations

of a sales person in the sale of a Two wheeler, but we generally do not need the help of a

salesperson in the purchase of orange juice?

How can the marketer of orange juice get a consumer like you to exert more effort into

information search or to consider alternative products? How is it that the marketer of your brand

got you to ignore alternative competing brands? What is the involvement of salespeople in sales

promotions that might be associated with products such as orange juice.

Consumer behavior researchers are not so interested in studying the validity of the above generic

model, but are more interested in various factors that influence how such a model might work.


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3.7 GROUP INFLUENCES ON CONSUMER BEHAVIOR

Culture

the set of basic values, beliefs, norms, and associated behaviors that are learned by a member of

society

Note that culture is something that is learnedand that it has a relatively long lasting effect on the

behaviors of an individual. As an example of cultural influences, consider how the salesperson in

an appliance store in the U.S. must react to different couples who are considering the purchase of

a refrigerator. In some subcultures, the husband will play a dominant role in the purchase

decision; in others, the wife will play a more dominant role.

Social Class

A group of individuals with similar social rank, based on such factors as occupation, education,

and wealth

Reference Groups

Groups, often temporary, that affects a person's values, attitude, or behaviors

E.g., your behaviors around colleagues at work or friends at school are probably different

from your behaviors around your parents, no matter your age or stage in the family life

cycle. If you were a used Two wheeler salesperson, how you might respond differently to

a nineteen year old prospect accompanied by her boyfriend from one accompanied by

two girlfriends?

Opinion leader

A person within a reference group who exerts influence on others because of specialskills, knowledge, personality, etc.

You might ask the webmaster at work for an opinion about a particular software

application. Software manufacturers often give away free beta copies of software


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to potential opinion leaders with the hope that they will in turn influence many

others to purchase the product.

Family

A group of people related by blood, marriage, or other socially approved relationship

3.8 ENVIRONMENTAL / SITUATIONAL INFLUENCES ON CONSUMER BEHAVIOR

If you are doing your Saturday grocery shopping and are looking for orange juice, you are

probably much more sensitive to price than if you stop at the quick store late at night, when you

are tired and cranky, after a late meeting at the office. A prospect shopping for a new automobile

while debating the wisdom of a necessary expensive repair to his Two wheeler might be more

interested in what Two wheelers are on the lot than in shopping for the best deal that might

involve a special order.

3.9 INTERNAL INFLUENCES ON CONSUMER BEHAVIOR

Personality

A person's distinguishing psychological characteristics that lead to relatively consistent and

lasting responses to stimuli in the environment

We are each unique as individuals, and we each respond differently as consumers. For example,

some people are "optimizers" who will keep shopping until they are certain that they have found

the best price for a particular item, while other people are "satisfiers" who will stop shopping

when they believe that they have found something that is "good enough." If you are a

salesperson in a retail shoe store, how might you work differently with these two personalities?

Lifestyle and Psychographics

lifestyle is a pattern of living expressed through a person's activities, interests, and

opinions

psychographics is a technique for measuring personality and lifestyles to developing

lifestyle classifications.


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Motivation: Multiple motives

Consumers usually have multiple motives for particular behaviors. These can be a combination

of

Manifest

known to the person and freely admitted

latent

unknown to the person or the person is very reluctant to admit

Note: different motives can lead to the same behavior; observing behavior is not sufficient to

determine motives.

3.10 TYPES OF CONSUMER PROBLEM-SOLVING PROCESSES

Reutilized

used when buying frequently purchased, low cost items

used when little search/decision effort is needed

e.g., buying a quart of orange juice once per week

Limited Problem Solving

used when products are occasionally purchased

used when information is needed about an unfamiliar product in a familiar product

category.

Extended problem solving

used when product is unfamiliar, expensive, or infrequently purchased

e.g., buying a new Two wheeler once every five years

Under what sorts of conditions the assistance of a salesperson would be needed? Not needed?


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3.11 POST-PURCHASE CONSUMER BEHAVIOR

Satisfaction

After the sale, the buyer will likely feel either satisfied or dissatisfied. If the buyer believes thats/he received more in the exchange than what was paid, s/he might feel satisfied. If s/he believes

that s/he received less in the exchange than what was paid, then s/he might feel dissatisfied.

Dissatisfied buyers are not likely to return as customers and are not likely to send friends,

relatives, and acquaintances. They are also more likely to be unhappy or even abusive when the

product requires post-sale servicing, as when an automobile needs warranty maintenance.

Cognitive dissonance

It has to do with the doubt that a person has about the wisdom of a recent purchase

It is very common for people to experience some anxiety after the purchase of a product that is

very expensive or that will require a long term commitment. After a close on products that are

expensive or that require a long term commitment, the salesperson should provide the prospect

with some reasons to be happy with the decision. Allow the Two wheeler buyer to reinforce her

own positive feelings by calling her a week after the purchase to ask how things are going. Call

the new life insurance policy holder after two months to see if there are any questions; a lack of

questions can only help the buyer to convince himself that he did the right thing.

The two-wheeler Market is even expanding and ever changing showing new trends.

Almost every day, we get to know about the launch of new model by different company Sales.

Their market strategy and also their selling policy. But as the competitors gets intensified

between the domestic and the multinational brands. The company producing better product enjoy

the benefit.


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Research Methodology

4.1 RESEARCH DESIGNN

Method of Sampling:-In this project, the survey was done by means of non probabilistic, convenience Sampling was

method.

To process & analyze data:-

After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach.

Techniques Applied

Bar Chart:- A chart in which the length of the bar represents the amount of the item

associated with bar

Pie Chart:- A circle divided in to sections, such that each section represent the

percentage of the total area of a circle associates with one variable.

4.2 SOURCE OF DATA

. To decide Source of data there are two source of data

Primary Data

Secondary Data

4.3 LIMITATIONS

The sample size limited, so as to give the accurate information regarding customer

satisfaction.

The people are very limited, because attitude & expectations of the people change

according to the time & situation.

The study is belongs to TVS motors only.

The study is conducted only for 45 days. Consistency was lacking with regard to the

information given by few customers.

The data collected may not be a representation of the entire population.


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DATA ANALYSIS AND INTERPRETATION

5.1 Occupation Considered

This question was put forwarded to extract a profile factor of the respondent. The prime

objective of this question was to know the occupation of the respondent. Though this it can be

analyzed that which segment of people have like for which brands. This question helped to

extract the background of the customers owning and not owning bikes.

Table 5.1

Occupation No. of Respondents Percentage

Service 15 30%

Business 20 40%

Students 10 20%

Others 5 10%

Total 50 100%

Source: Primary data

Interpretation: From the responses obtained, it was found that the most of the Businessman

seemed to score high followed by service holder in possession of bikes.

0

5

10

15

20

25

Service Business Students Others

No. of Respondents

Percentage

STUDENTS


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5.2 AGE GROUP

The age group, which is one of the important roles in the buying behavior of the customer, was

extracted through this question. It was attempted to cover most of the age groups in various

slabs.

Table 5.2

Age groups(yrs) No. of Respondents Percentage

20-25 8 16%

26-30 20 40%

31-35 13 26%

36-40 5 10%

Above 40 4 8%

Total 50 100%Source: Primary data

Interpretation: The responses revealed that maximum number of bikes possessed by

respondents in the age group of 2630. Age group 31-35 years followed it. The least was found

to be in the age group of above 40 years.

0

5

10

15

20

25

Age groups(yrs) 20-25 26-30 31-35

Table 4.3

Table 4.4

Series 3


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5.3 INCOME PROFILE OF THE RESPONDENTS

Since the income of a respondent is also important in making decision to buy a bike, therefore,

this question was framed to extract their level of income. The slabs of income considered for the

purpose were ranging from Rs.15,000/- (minimum) and above Rs.45,000/-.

Table5.3

Income slab No. of Respondents Percentage

Rs.15,000Rs.25,000/- 22 44%

Rs.25,000Rs.35,000/- 15 30%

Rs.35,000Rs.45,000/- 9 18%

Above Rs.45,000/- 4 8%


Interpretation:Out of the total respondents, most of them were found to be in the income slab

of Rs.15,000Rs.25,000/- followed by respondents in the age group of Rs.25,000Rs.35,000/-.

Rs.15,000

Rs.25,000/-

Rs.25,000

Rs.35,000/-

Rs.35,000

Rs.45,000/-

Above

Rs.45,000/-

Total

2215

94

5044%

30%

18%

8%

100%

Income Profile of the Respondents

No. of Respondents Percentage


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5.4 AWARENESS ON BRANDS OF BIKES

The respondents in response to this question revealed the awareness about the existing brands of

bikes in the market. To reveal it, they were given options of various brands that are playing in the

market of Hyderabad.

Table 5.4

Brands No. of Respondents Percentage

TVS 50 100

Bajaj 50 100

Hero 42 84

Honda 37 74

Yamaha 100 100Suzuki 31 62


Interpretation: It is seemed that almost every brand is well aware by the respondent.

TVS Bajaj Hero Honda Yamaha Suzuki

50 50

4237

100

31

100 100

84

74

100

62

Awareness on Brands of BIKES



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5.5 MEDIA OF AWARENESS

An endeavor was made to know the source of information or the awareness of different brands of

existing bikes in the market of Hyderabad, to the customers. To respond to this query,

respondents were opted with various sources of media.

Table 5.5

Media No. of Respondents Percentage

Newspapers 41 82%

Magazines 32 64%

T.V. Advertisement 50 100%

Trade Fairs 10 20%

Friends 40 80%

Family Members 32 64%

Others 23 46%


Interpretation: Of the different media, TV Advertisement ranked top in creating brand

awareness among the perceptual mindset of the customers, which in turn effects the buyingbehaviour of a customer.

0

10

20

30

40

50

60

Media Newspapers Magazines T.V. Advertisement

Table 4.6

Table 4.7

Series 3


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5.6 DO YOU OWN A BIKE

Ownership of bike was the chief extraction of this question. To this question

Only 88% of the respondents were found positive where as the remaining 12% were not in

position of a bike of their own.

Table 5.6

Media No. of Respondents Percentage

Yes 44 88%

No 6 12%

Total 50 100%


Interpretation:Out of 50 respondents only 88% of them owns a bike whereas rest 12% do not

possess bike.

Yes

88%

No

12%

Total

100%

Yes, 88% No, 12% Total, 100%

0

10

20

30

40

50

60

Yes No Total

Do you own Bike


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PART A

Questions of Part A were targeted to those respondents who own a Two wheeler or Bike.

These questions were put forwarded to know the brand of possessed by them, attributes they look

for, payment patterns etc. The deliberation of each questions are discussed below separately

below:

5.7 BRANDS OF BIKES POSSESSED BY THE RESPONDENT

Most of the brands of bikes existing in the market of Hyderabad were given to choose from by

the respondents.

Table 5.7


TVS 20 46%Bajaj 8 18%

Hero 6 14%

Honda 5 11%

Yamaha 4 9%

Suzuki 1 2%

Total 44 100%


Interpretation: Out of 44 respondents, 46% of respondents made their responses favoring

mostly for TVS followed by Bajaj.

0

5

10

15

20

25

Brands TVS Bajaj Hero Honda

Table 4.8

Table 4.9

Series 3


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5.8 BUYING DECISION

This question was attempted to extract the factors, which plays a major role in the buying

behaviour of the customers. It was attempted to cover most of the factors to make this extract

more effective and productive.

Table 5.8

S.No. Attributes Very Important ImportantNot so

important

a). Price 39 5 0

b).Financial assistance / credit

facility40 4 0

c). Fuel efficiency 44 0 0

d). Style / looks 35 5 4

e). Comfort and convenience 38 6 0

f). Durability 37 6 1

g). Brand image 20 18 6

h). Advertising 6 19 19

i). After sales service 44 0 0


Interpretation: In response to this question, as revealed by respondents, the attribute fuel

efficiency and after sales service ranked top followed by financial assistance.

39 4044

3538 37

20

6

44

5 40

5 6 6

18 19

00 0 04

0 16

19

0

Buying Decision

Very Important Important Not so important


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5.9 SOURCE OF INFLUENCE IN PURCHASING A BIKE

A major factor Influence, which induces a person to buy anything (herein referred to as bike

was revealed by the respondents through their response to this question.

Table 5.9

Source of Influence No. of Respondents Percentage

Self 22 51%

Family 12 27%

Friends 4 9%

Colleague 1 2%

Others 0 0%

Dont own a bike 5 11%

Total 44 100%


Interpretation:From the responses obtained, it is found that self-motivation is the major role in

purchasing a bike of 22 considered respondents.

Self

51%

Family

27%

Friends

9% Colleague

2% Others, 0

Dont own a bike

11%

Total

100%

Self, 51% Family, 27% Friends, 9% Colleague, 2% Others, 0%

Dont own a bike,

11% Total, 100%

0

5

10

15

20

25

30

35

40

45

50

Self Family Friends Colleague Others Dont own a

bike

Total

Source of influence in purchasing a Bike


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5.10 NO OF RESPONDENTS PREFERRING THEIR MODES OF PAYMENT

The price factor and payment mode also plays a pivotal role in the buying behaviour of a

customer. Respondents, being customers to respective companies, also looks for the most

convenient mode of payment. Therefore, this question was designed to know their preferred

mode of payment.

Table 5.10

Options No of respondents Percentage

Cash 1 2%

Bank finance 21 42%

Private finance 19 38%

Others 3 6%


Interpretation:Out of 50 respondents, 42% of respondents opted to go for Bank Finance, for

the purpose of low and reducing balancing method of charging interest, whereas 38% of

respondents opted to go for private finance for their lesser paper work despite interest being flat.

Of the rest 2% opted for cash and remaining 6% opted for other modes of purchase.

0

5

10

15

20

25

Options Cash Bank finance Private finance

Series 1

Series 2

Series 3


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5.11 SATISFACTION ON OVERALL PERFORMANCE OF THE BIKE

This question was designed to know the overall performances that were being experienced by the

respondents from their Bikes. Also, an open-ended part in question was offered to reveal the

exact kind of problem that they have experienced from their bikes.

Table 5.11

Options No. of Respondents Percentage

Yes 39 89%

No 5 11%

Total 44 100%

Interpretation: Out of 44 respondents, 89% of respondents were satisfied with the overall

performance of the bikes whereas remaining 11% were partially or were not satisfied with their

bikes performance.

0

5

10

15

20

25

30

35

40

45

50

Yes No Total Category 4

No. of Respondents

Percentage

Series 3


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5.12 WILLINGNESS TO PURCHASE LATEST MODEL OF BIKES

This question was designed to know the next option, if any respondent is willing to go for a new

one.

Table 5.12

Options No. of Respondents Percentage

Yes 12 27

No 32 73

Total 44 100


Interpretation:Out of 44 respondents, 32 respondents were willing to go for latest model of

bikes whereas the remaining was happy to be continued with what they have.

Yes No Total

12

32

44

27

73

100

Willingness to purchase latest model of Bikes



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5.13 TECHNICAL FEATURE EXPECTATION

In terms of technical feature expectation of the respondents, it was found that the entire technical

features are expected by the customers.

Table 5.13

Technical features Yes No

High engine power 44 0

High fuel efficiency 42 2

Brakes 44 0

Tyres & Wheels 38 6

Power Steering 42 2

Suspension 44 0

Power window 38 6


Interpretation:Out of 44 respondents, it was found that all the technical features expected by

the respondents as per the availability.

44 42 44

3842 44

38

0 2 0

6

2 0

6

Technical feature expectation

Yes No


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5.14NO OF RESPONDENTS RECOMMENDING OTHERS TO GO FOR TVS BIKES

This question was targeted to extract if they recommend TVS Bikes to others.

Table 5.14

Options No. of respondents Percentage

Yes 34 77%

No 10 23%

Total 44 100%


Interpretation: Out of 44 respondents, 77% of respondents (possessing TVS Bikes) are

recommending whereas remaining 23% are not doing so.

0

5

10

15

20

25

30

35

40

45

50

Options Yes No Total

Table 4.16

Table 4.17

Series 3


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PARTB

This part was intended for those respondents who were not possession of a two-wheeler. To

this part only 6 respondents responded.

5.15RESPONDENTS PREFERRING TO GO FOR THEIR BRANDS OF BIKES

The never-ending choosy human beings were asked to extract their preference of brands when

they go for their new bike.

Table 5.15


TVS 3 50%

Bajaj 2 33%

Hero 1 17%

Honda 0 0%Yamaha 0 0%

Suzuki 0 0%

Total 6 100%


Interpretation: Out of 6 respondents, 3 respondents preferred to go for TVS brand of bikes

whereas 2 opted for Bajaj and remaining 1 opted for Hero.

TVS Bajaj Hero Honda Yamaha Suzuki Total

3 2 1 0 0 06

50%

33%

17%

0% 0% 0%

100%

Respondents Preffering to go for their Brands of Bikes



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5.16 MODEL PREFERRED BY RESPONDENTS

To know the specific model of bikes that the respondents would like to go for in near future are

presented herein below in tabular form. The responses were obtained in the form of an open-

ended response.

Table 5.16

Model No. of Respondents Percentage

TVS Apache 3 50%

Bajaj Pulsar 2 33%

Hero Karizma 1 17%

Total 6 100%


Interpretation: Out of 6 respondents, 3 respondents like to buy TVS Apache Bike, 2

respondents like to buy Bajaj Pulsar and 1 Respondents like to buy Hero Karizma.

TVS Apache Bajaj Pulsar Hero Karizma Total

3 2 16

50%

33%

17%

100%

Model preferred by respondents



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1.17 FACTORS TO BE IMPORTANT FOR THE RESPONDENTS

This question was attempted to extract the factors, which plays a major role in the buying

behavior of the customers.

Table 5.17

Attributes Very Important Important Not so important

Price 0 6 0

Financial assistance / creditfacility

0 6 0

Fuel efficiency 0 6 0

Style / looks 0 6 0

Comfort and convenience 0 6 0

Durability 0 6 0

Brand image 0 6 0

Advertising 0 6 0

After sales service 0 6 0


Interpretation:All the factors were found to be important for the respondents.

0 0 0 0 0 0 0 0 0

6 6 6 6 6 6 6 6 6

0 0 0 0 0 0 0 0 0

Factors to be important for the respondents



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5.18 MODE OF FINANCE

The price factor and payment mode also plays a vital role in the buying behaviour of a customer.

Respondents, being customers to respective companies, also looks for the most convenient mode

of payment. Therefore, this question was designed to know their preferred mode of payment.

Table 5.18

Options No of respondents Percentage

Cash 1 17

Bank finance 2 33

Private finance 3 50

Others 0 0

Total 6 100


Interpretation: Out of a total of 6 respondents, 1 respondent preferred cash, 2 respondents

preferred Bank finance and 3 respondents preferred private finance.

1 2 3 06

17

33

50

0

100

Cash Bank finance Private finance Others Total

Mode of finance

No of respondents Percentage


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5.19 PROMOTION SCHEME

Table 5.19

Scheme Very Important Important Not so important

Price discount 6 0 0

Exchange offer 0 4 2

Free gift 0 3 3

Installment facility 4 2 0

Interest free installments 6 0 0


Interpretation: 6 respondents attracted to the discount Price Scheme and they gave more

importance to discount scheme.4 respondents gave important to Exchange offer, 3 respondents

gave importance to free gift, 4 respondents gave more important to Installment facility & 2 gave

importance to it & 6 respondents gave more importance to Interest Free Installments.

Price discount Exchange offer Free gift Installment

facility

Interest free

installments

6

0 0

4

6

0

4

3

2

00

2

3

0 0

Promotional Scheme



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FINDINGS

1. Demographic profile i.e. Age, Occupation and monthly income of the customer.

2.

Regarding the awareness of different brands of Two Wheelers all respondents are wellaware.

3. According to the most of the respondent the T.V. ads was the best media in building

awareness followed by the newspaper, friends, colleague, majoring & family

members.

4. Regarding importance of attribute before purchasing the Two Wheeler in over all Two

Wheelers most of the customer gave importance on brand image of the company. In

case of Two Wheelers most of the customer gave importance to fuel efficiency and

look or style.

5. Regarding source of finance most of the customers gave important on loan and

installment facility.

6. Most of the customer gave most importance on high engine power.


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SUGGESTIONS

Based on the findings drawn from the projects analysis, certain recommendation need to be

made as regards to the future course of action for TVS, which can go a long way in improving

the Brand Awareness of the Company in the Two Wheelers market. The main recommendations

are:

1. TVS should continue with its range of innovative products. At the same times try to add

value to its existing products so that it can cater to the present day requirements. As the

study reveals that majority of customers are aged 20 40 years the needs and wants

should be kept in mind while designing new products.

2. There should be proper synchronization between orders placed a delivery. The

distribution channel should be enhanced and the models should be readily available in the

market.

3. As the buying decision of the buyer has influenced by himself, company should target

them through demonstration and advertisement.

4. As the market for the financial institutions are increasing, the company should target

them through demonstration and advertisement.

5. Facilities should be providing to the dealers so that they can extend them to the customers

while purchasing this brand.

6. Increase in sales promotion budgets to develop a point of purchase display and to

participate to a greater extent in Trade shows and similar kind of shows and this will

motivate the non-users to try out the products.

7. The company can make charitable donation to different organizations. It can extend their

helping hand to the people hotted by natural havoc like flood, draught, earthquake etc. to


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win the hearts of the mass people which will build a good image of the Company among

them.

8. As the market for the financial institutions are increasing, the company should come up

with various schemes, which will induce them to influence the customer for the product.

This includes offering various gifts, packages and financial incentives like higher

commission as compared to other four-wheeler companies.

9. Incentives and financial benefits provided to the dealers should be maximized to maintain

their level of satisfaction and motivation.


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CONCLUSION

This study was conducted to find out the consumer buying behaviour of Two Wheelers in special

reference to the TVS Motors in Hyderabad. The findings and analysis revealed many advantages

as well as disadvantages for the TVS Motors.

Though the TVS Motors is the faster growing company and leading in the market facing

a stiff competition from Honda, Hero, Bajaj and Suzuki motors in the Hyderabad.

It has been observed that TVS Motors adopted many promotional strategies and

companys marketing channel is also satisfactory.

Now a days people are most aware about after sales service. The dealers also expect TVS

motor Two Wheelers has overcome this problem and facilities should be improved for meeting

the after sales service requirement effectively.The majority of customers expect loan or installment facilities. The TVS Motors has

joined hand with State Bank Of India, and many Private Banks to promote this facilities.

As this study was conducted for educational purpose with the aim to give necessary

information to the organization, any mistake by the researchers should be overlooked

considering his inexperience in the field of marketing research


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BIBLIOGRAPHY

Books:

1. PHILIP KOTLER

(Marketing management pearson publishing 13thedition 2012)

2. C.R.KOTHARI

(Research methodology new age international publication ,2ndrevised edition)

Websites:-

http://www.wikipedia.org

http://www.tvsmotors.com

http://www.google.co.in.com
http://www.wikipedia.org/http://www.tvsmotors.com/http://www.google.co.in.com/http://www.google.co.in.com/http://www.tvsmotors.com/http://www.wikipedia.org/


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QUESTIONAIRE

Respected sir/madam,

I am Management (MBA) student at University. I have been assigned a

project in the context of which I am conducting a study on Consumer buying Behavior on TVS

Motors Two Wheelers in Hyderabad, I would like to request you kindly to spare a few minutes

for answering some questions. Your answers will be kept strictly confidential and will be used

for academic purpose only.

1. Name of the respondent:

2. Address: Mobile Number:

3. Occupation: [ ]

(a). Service (b). Business (c). Students (d). Others

4. Age group: [ ]

(a). 20 to 25 years (b). 26 to 30 years (c). 31 to 35 years

(d). 36 to 40 years (e). above 40 years.

5. Monthly income: [ ]

(a). Rs. 15,000 to 25,000/- (b). Rs 25,000 to 35,000/-

(c). Rs. 35,000 to 45,000/- (d). Above 45,000/-

6. What are the different brands of Two Wheelers you are aware of? [ ]

(a). TVS (b). Bajaj (c). Hero (d). Honda

(e ). Yamaha (f). Suzuki


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7. How did you get aware of different brands of two wheelers? [ ]

(a). News papers (b). Magazines

(c). T.V. add (d). Trade fairs

(e). Friends (f). Family members

(g). Others please specify

8. Do you own a two wheeler? [ ]

(a) Yes (b) No.

If yes please respond to Part A.

If no please respond to Part B.

PART A

1). Which Brand of bikes do you posses? [ ]



2). How important were the following attributes before you decide to buy the existing two

wheeler?

(Please put a tick in each row

S.No. Attributes Very Important Important Not so important

a). Price

b).Financial assistance / creditfacility

c). Fuel efficiency

d). Style / looks

e). Comfort and convenience

f). Durability

g). Brand image

h). Advertising

i). After sales service

j). Millage


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3). Who influence your decision in purchasing two wheeler? [ ]

(a). Self (b). Family

(c). Friends (d). Colleague

(e). Others. (f). Dont own a bike

4). What was your mode of payment while purchasing the bike? [ ]

(a). Cash (b). Bank finance (c). Private finance (d). Others

5). Are you satisfied with the overall performance of your existing bike?

[ ]

(a). Yes (b). No

If No, Kindly specify the problem

6). Are you satisfied with the after sales service of your bike? [ ]

(a). Yes (b). No

If No, Kindly specify the problem

7). Are you planning to purchase a latest model of bike? [ ]

(a) Yes (b) No

If Yes, Kindly specify the Brand

8). Which of the following technical features do you accept from your new bike that dose not

exist in the old bike?

(Please put a tick in each row

S.No. Technical features Yes No

1 High engine power2 High fuel efficiency

3 Breaks

4 Tyres & Wheels

5 Power Steering

6 Suspension

7 Power window


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9). For the customers of TVS bikes, do you recommend others to purchase TVS bikes?

[ ]

(a) Yes (b) No.

PART B

1). Which brand of bikes would you like to purchase in near future? [ ]



2). Which model of bikes would you like to purchase in near future?

Model Name

3). Please indicate relative importance of the following factors, which you will consider before

purchasing your new bike?

(Please put a tick in each row)

S.No. AttributesVery

ImportantImportant

Not soimportant

a). Price

b). Financial assistance / creditfacility

c). Fuel efficiency

d). Style / looks

e). Comfort and convenience

f). Durability

g). Brand image

h). Advertising

i). After sales service

4) What mode of finance will you prefer for purchasing a new bike? [ ]

(a). Cash (b). Bank finance (c). Private finance (d). Others


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5). Do you want avail any promotional scheme while purchasing the new bike? [ ]

(a). Yes (b). No

6). If yes please indicate the relative importance of the following promotional scheme.

(Please put a tick in each row)

S.No. Scheme Very important Important Not so important

a). Price discount

b). Exchange offer

c). Free gift

d). Installment facility

e). Interest free installment

Documents

ÔÇ£CONSUMER BUYING BEHAVIOUR BY TVS MOTORSÔÇØ