A STUDY ON CONSUMERS ATTITUDE, PREFERENCE AND

SATISFACTION TOWARDS MSK MOTORS, ERODE.

PROJECT REPORT

Submitted by

P.ELANGO

Register No: 732812631008

in partial fulfillment of the requirements of Anna University, Chennai

for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

SURYA ENGINEERING COLLEGE

METTUKADAI

ERODE – 638 107

JUNE-2014

SURYA ENGINEERING COLLEGE

METTUKADAI, ERODE - 638 107

PROJECT REPORT

JUNE -2014

This is to certify that the project entitled

“A STUDY ON CONSUMERS ATTITUDE, PREFERENCE AND SATISFACTION

TOWARDS MSK MOTORS, ERODE”.

is a bonafide record of project work done by

P.ELANGO

Register No: 732812631008

of MBA Degree during the year 2012-14

_____________________ _____________________

Project Guide HOD

Submitted for the Project Viva-Voce examination held on

_____________________ _____________________

Internal Examiner External Examiner

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DECLARATION

iii

I affirm that the project work entitled “A STUDY ON CONSUMERS

ATTITUDE, PREFERENCE AND SATISFACTION TOWARDS MSK MOTORS,

ERODE” being submitted in partial fulfillment of the requirements of Anna

University, Chennai for the award of MBA degree is the original work carried

out by me. It has not formed the part of any other project work submitted for

award of any degree or diploma, either in this or any other University.

P.ELANGO

732812631008

I certify that the declaration made above by the candidate is true

Ms. R.GOMATHI, MBA., M.Phil.,( Ph.D).,

Assistant Professor

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ABSTRACT

The study entitled, “A STUDY ON CONSUMERS ATTITUDE, PREFERENCE

AND SATISFACTION TOWARDS MSK MOTORS, ERODE” was conducted to know

about the consumer attitude of purchasing two wheelers. The success of the company

depends on knowing the consumer attitude, preference and satisfaction level of the HERO

vehicle.

The major objective of the project is to identify the consumer attitude, preference

and satisfaction level of the HERO vehicle. The study also aimed at finding the factor

influencing customer preference. In order to study the objective, primary data have been

collected through questionnaire and secondary data through company documents and books

for the study. The sample size for the study was 300 which were collected according to the

convenience of the researcher. Five different charts are used in the study.

The research design used in descriptive research. The sampling technique used is

simple random sampling method. The data is analyzed using the percentage analysis, factor

analysis, correlation analysis and ranking. The findings, suggestions and conclusion are

given according to study conducted.

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ACKNOWLEDGEMENT

First I thank and praise the God and parents for the countless blessings that they

showered upon me to complete this project work.

I take this opportunity to express my sincere thanks to

Thiru K.KALAISELVAN, Secretary and Correspondent, Surya Engineering College,

Erode, for providing necessary facilities to complete this project.

I would like to express my sincere thanks to Dr. S.VIJAYAN, Principal, Surya

Engineering College, Erode for having permitted me to undergo this project.

I extend my heartful thanks to Dr. G.R. VASANTHA KUMAR, M.B.A., M.Phil.,

Ph.D., HOD, Department of Management Studies, Surya Engineering College, Erode for

his valuable ideas and advice for the successful completion of this project.

I would like to express my sincere thanks to my beloved guide

Ms. R.GOMATHI, MBA., M.Phil., (Ph.D)., Assistant Professor, Department of

Management Studies, Surya Engineering College, Erode for her valuable guidance and

suggestions.

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TABLES OF CONTENTS

CHAPTER NO PARTICULAR PAGE NO

ABSTRACT v

LIST OF TABLES viii

LIST OF CHARTS ix

I INTRODUCTION OF STUDY 1 – 30

1.1 INTRODUCTION ABOUT PROJECT 1

1.2 INDUSTRY PROFILE 9

1.3 COMPANY PROFILE 22

1.4 STATEMENT OF PROBLEM 27

1.5 OBJECTIVES OF THE STUDY 28

1.6 SCOPE OF THE STUDY 29

1.7 LIMITATIONS OF THE STUDY 30

II REVIEW OF LITERATURE 31

III RESEARCH METHODOLOGY 37

IV ANALYSIS AND INTERPRETATION 40 – 63

4.1 SIMPLE PERCENTAGE ANALYSIS 40

4.2 FACTOR ANALYSIS 57

4.3 CORRELATION 60

4.4 RANKING 62

V FINDING, SUGGESTIONS AND CONCLUSION 64 – 67

5.1 FINDINGS 64

5.2 SUGGESTION 66

5.3 CONCLUSION 67

APPENDIX 68

BIBLIOGRAPHY 72

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LIST OF TABLES

TABLE

NOTABLE NAME PAGE NO

1 Gender of the respondents 40

2 Age group of the respondents 41

3 Respondents educational level 42

4 Respondents marital status 43

5 Profession of the respondents 44

6 Income of the respondents 45

7 Area of the respondents 46

8 Family size of the respondents 47

9 Source information about hero 48

10 Consideration for purchasing other vehicle 50

11 Mileage of hero bike 51

12 Present maintance cost of the bike 52

13 Frequency of bike service 53

14 Maintanance period of the vehicle 54

15 Resale value of the hero bike 55

16 Recommendation by the respondents 56

17 KMO and Bartlett's Test 57

18 Total Variance Explained 58

19 Rotated Component Matrix 59

20 Correlation analysis 60

21 Features of Hero products 62

22 Features of MSK motors, erode 63

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LIST OF CHARTS

TABLE

NOTABLE NAME PAGE NO

1 Gender of the respondents 40

2 Age group of the respondents 41

3 Respondents educational level 42

4 Respondents marital status 43

5 Profession of the res pondents 44

6 Income of the respondents 45

7 Area of the respondents 46

8 Family size of the respondents 47

9 Source information about hero 49

10 Consideration for purchasing other vehicle 50

11 Mileage of hero bike 51

12 Present maintance cost of the bike 52

13 Frequency of bike service 53

14 Maintanance period of the vehicle 54

15 Resale value of the hero bike 55

16 Recommendation by the respondents 56

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