-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
1/53
A
PROJECT REPORT
ON
COMPARATIVE STUDY OF CUSTOMERS BUYING
BEHAVIOURS OF BIKE & SCOOTER WITH SPECIAL
REFERENCE TO TVS
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (M.B.A.)
WEST BENGAL UNIVETSITY OF TECHNOLOGY
PROJECT GUIDE SUBMITTED BY!!!!!!!!!!!!!!! ARITRA JANA
(!!!!!" !!!!!!!!!! MBA
!!!!!!!!!!)
SESSION #$%'$%
PAILAN COLLEGE OF MANAGEMENT AND TECHNOLOGY"
JOKA"KOLKATA
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
2/53
DECLARATION
I the undersigned hereby solemnly declare that this, project entitled
Comparative study of customers buying behaviors of bike & scooter
ith specia! reference to T"# $. Work done by me under the auspicious
of my project guide and other concerned to the best of knowledge.
All the information collected is authentic and the company and relevantinformation handouts bear testimony to the genuineness of work done.
Signature
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
3/53
PREFACE
Someone has rightly said that practical knowledge is far better thanclassroom teaching. !uring this project I fully reali"ed this and I came to
know about how a consumer chooses among a varied range of products
available to him.
#he subject of my study is market survey of comparison study of
customers buying behavior with special reference to #$S, which has
slowly but steadily evolved, from a beginner to a corporate giant earning
laurels and kudos throughout.
#he report contains first of all brief introduction about the company.
%inally there comes data presentation and analysis in the end of my
report. I also put forward some of my suggestion hoping that they help
#$S &otor 'ompany move a step forward to being the very best.
ACKNOWLEDGEMENT
(
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
4/53
I Avail the opportunity to convey my sincere thanks to
M*+. ,,,,,,,,, for her valuable guidance encouragement and
Suggestion throughout the completion of the project. )enerously
Shared her knowledge with me.
At last but not the least I would like to thanks our *rinciple madam for
providing such a studies environment in which I was able to complete
this project.
Aritra jana
&.+.A
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
5/53
CONTENTS
C-/01* %'2
C34/56 P*37891 %:
I50*3;1=0 '2
S=3/1 37 S0
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
6/53
CHAPTER
COMPANY PROFILE
INTRODUCTION
SCOPE OF STUDY
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
7/53
INTRODUCTION
#he #$S )roup is one of India/s largest industrial conglomerates. #$ Sundram Iyengar and Sons
0imited, established in 1211, is the parent and holding company of the #$S )roup.
#$S &otor 'ompany is the third largest two3wheeler manufacturer in India and one among the
top ten in the world, with annual turnover of more than 4S! 1 billion in 5563552, and is the
flagship company of the 4S! billion #$S )roup. With a workforce of over -555, the company
has plants 3 located at 7osur and &ysore in South India, in 7imachal *radesh, 8orth India and
one at Indonesia. #he company has a production capacity of (55 thousand units a year.
#$S and Sons also distribute 7eavy !uty 'ommercial $ehicles, 9eeps and 'ars. It represents
premier automotive companies like Ashok 0eyland, &ahindra and &ahindra 0td., %iat and
7onda. It also distributes automotive spare parts for several leading manufacturers.
#$S : Sons has grown into a leading logistics solution provider and has set up state3of3the3art
warehouses all over the country. It has also diversified into distributing )arage e;uipment that
ranges from paint booths to engine analy"ers and industrial e;uipment products.
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
8/53
GROUP COMPANIES
With steady growth, e=pansion and diversification, today #$S commands a strong presence in
various fields3two3wheelers, automotive components, automotive spares, computer peripherals
and finance.
L+-48 A? supplier of two wheeler gears and camshafts.
L
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
9/53
COMPANY AT PRESENT & IN FUTURE
Successfully launched the $ictor and %iero3% models after parting ways with Su"uki.
#wo wheeler markets show sign of revival after a lackluster first half.
#he company is suffering a decline in volumes due to poor response of its two strokes
&a= motorcycles.
ecently launched the #$S 'entra and 1- cc #$S $ictor )0B and four stroke &a= in
the pipeline, which would be launched later this year.
*lans major foray into three3wheeler and ;uadricycles market through fresh investments
of s -55 crore.
Actively looking to set up manufacturing unit in Indonesia or $ietnam.
Strong focus on :! and product development.
2
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
10/53
A/=-1 0-1 S@83*
#$S launched Apache # 15 cc model in September 556, with its ultra modern technology
for Indian bikes has proved to be a big success. #he success of #$S Apache is especially
significant because it was developed with indigenous technology.
T3 +0*31 M! R51 O5 0-1 6 3
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
11/53
T-*11 -1191* /*3>1=0 1501*85 51 4*10
#$S &otor has set the stage for entry into the three3wheeler markets with the setting up of a new
plant at 8anjangud, near &ysore in @arnataka. We understand that the company would be
targeting the sub3one ton passenger and goods carriers segment of the market.
With an investment of about s -5 crore in phase31, it will cater to both passenger and cargo
segments. #he total investments for the three wheeler and four3wheeler ;uardricycle project are
e=pected to be in the range of s -55 crore in the ne=t two3three years. It plans to go with petrol
version of three wheelers and e=pects higher demand to come from + class towns. #he company
e=pects higher margin and low competition in three3wheeler business as compared to its two3
wheeler business. #hree wheeler sales have grown at a 'A) of
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
12/53
T-*11-1191* 4*10 +=15*83
#hese are two main segments in the Indian passenger three 3wheeler markets areE
8umber of seats, including driver, not e=ceeding and ma=imum mass not e=ceeding 1 tonne.
8umber of seats including driver e=cluding but not e=ceeding < ma= mass not e=ceeding 1.-
tonnes.
#he three3wheeler goods carrier segments areE
&a=imum mass not e=ceeding 1 tonne
>thers.
Around 2-C of the three3wheeler sold in India belongs to the smaller vehicles category in which
+ajaj Auto is the major player and has around 25C market share. #he other players in the
segment are Atul Auto and *iaggio group, Italy.
Similarly, in the three3wheeler segment, domestic sales of the goods carrying variety grew a
whopping .2-C. #his growth in 5535( could have possibly come from two factors.
1F #he increasing number of cities whose corporations have legislated that larger goods
carrier, like trucks be kept out for logistics purpose.F #he increase in the number of offerings in this category, especially from companies such
as &ahindra : &ahindra and *iaggio vehicles pvt. 0td.
1
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
13/53
Q
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
14/53
#he company has put in place a strong : ! team consisting 55 engineers : is spending about
(C of its turnover on : ! every year and has in the process setup a strong world class facility
for product design and development. !uring 5535(, the company applied for 1 patents :
published five technical research papers in international conference. &odified research projects
are carried in association with leading international research labs and Indian institutes. : ! as
percentage of sales in e=pected to increase from 1.-C in %D o to (.C in %D 5.
V9
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
15/53
#$S &otor 'ompany 0imited, part of the #$S )roup, is one of India/s leading two3wheeler
manufacturers. With a turnover of over s.
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
16/53
W3*9; C9++ F=898081+
#he company manufactures its motorcycles, scooterettes and mopeds at its state3of3the3art
factories in &ysore and 7osur.
P*3;
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
17/53
TVS M303* At the cutting edge
#$S &otor will hone and sustain its cutting edge of technology by constant benchmarking
against international leaders.
TVS M303*3 'ommitted to #otal Guality
#$S &otor is committed to achieving a self3reviewing organi"ation in perpetuity by adopting
#G& as a way of life. #$S &otor believes in the importance of the process. *eople and projects
will be evaluated both by their end results and the process adopted.
TVS M303*3 #he 7uman %actor
#$S &otor believes that people make an organi"ation and that its well3being is dependent on the
commitment and growth of its people. #here will be a sustained effort through systematic
training and planning career growth to develop employees/ talents and enhance job satisfaction.
#$S &otor will create an enabling ambience where the ma=imum self3actuali"ation of everyemployee is achieved. #$S &otor will support and encourage the process of self3renewal in all
its employees and nurture their sense of self worth.
TVS M303*3 esponsible 'orporate 'iti"en
1
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
18/53
#$S &otor firmly believes in the integration of Safety, 7ealth and ?nvironmental aspects with
all business activities and ensures protection of employees and environment including
development of surrounding communities. #$S &otor strives for long3term relationships of
mutual trust and inter3 dependence with its customers, employees, dealers and suppliers.
MILESTONES
Launched Centra in January 2004, a TECHNOLOGY Uncompromisin !ua"ity,
TECHNOLOGY
#$S &otor 'ompany/s :! division has an imposing pool of talent and one of the most
contemporary labs, capable of developing innovative designs. 'ommitted to achieving total
customer satisfaction through #otal Guality 'ontrol H#G'F, the 'ompany continuously strives to
give the customer, the best value for money.
ECOFRIENDLY
#$S is committed to protecting the environment. #he company/s manufacturing facilities at
&ysore : 7osur have state3of3the3art facilities : air pollution control measures. ?ven the
suppliers are encouraged to ensure that their products meet eco3friendly norms.
16
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
19/53
ALWAYS FIRST
3 0aunched #$S -5, India/s first 3seater, -5cc moped in Aug 1265.
3 %irst Indian 'ompany to introduce 155cc Indo39apanese motorcycles in Sept 126.
0aunched India/s first indienous #cooterette, #$S Scooty in 9une 122.
3 Introduced India/s first catalytic converter enabled motorcycle, the 115cc Shogun in !ec 122.
3 0aunched India/s first -3speed motorcycle, the Shaolin in >ct 122
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
20/53
AWARDS$emin %&ard
#$S &otor is the third Indian company to win the !eming *ri"e. >nly two other #$S
companies have managed this before.
It/s been a long time since the 4nion of 9apanese Scientists and ?ngineers instituted the !eming
*ri"e. +ut very, very few organi"ations outside 9apan have had the honor of receiving it. In fact,
the TVS M303* C34/56 8+ 0-1 3*9;+ 78*+0 4303*=6=91 =34/56 03 ?1 *;1; 0-1 /*81.
As for the #$S )roup, it/s a third. S
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
21/53
TVS M303* C34/56 nce a &onth +ike/ where a full tank of petrol lasts for a month based on the average
use of motorcycle customers.
A panel of leading auto e=perts in India, after having tested #$S 'entra, have endorsed the fact
that it was the /best in its class/ and also commended #$S &otor 'ompany on its technology
prowess and innovation.
#$S 'entra is powered by $#3i engines which are designed to deliver superb performance on
fuel efficiency and tor;ue delivery based on three fundamental actions namely variable ignition
timing and superior combustion of fuel, friction reduction and fuel wastage reduction.
1
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
22/53
Added to its technological edge are features that include attractive price, fuel efficiency, low
maintenance, contemporary style, ride comfort and backed by #$S &otor 'ompany/s reliability,
making it truly the preferred two3wheeler in its class.
'hennai, 9anuary -, 55E India/s leading two wheeler major, #$S &otor 'ompany/s
commitment to produce the best technology in its products for its customers has led to the launch
of #$S 'entra with $ariable #iming intelligent engines
H$#3iF, a 155 '' Stroke motorcycle targeted at the *opular Segment.
#his revolutionary new $#3i engine technology, developed indigenously by #$S &otor
'ompany, inbuilt into #$S 'entra will make it the most fuel3efficient motorcycle in the 'ountry.
It will be rightfully called as the /%ill it >nce a &onth +ike/ where a full tank of petrol will last
for a month based on the average use of motorcycle customers.
#he $#3i ?ngines by #$S &otor 'ompany will go down in the history of the Automobile
Industry in India as one of the most innovative technology
developed indigenously. #he $#3i engines are designed to deliver superb performance on fuel
efficiency and tor;ue delivery based on three fundamental actions namely variable ignition
timing and superior combustion of fuel, friction reduction and fuel wastage reduction. #hisaction facilitates deceleration fuel cut off, faster warm up of the ?ngine and has four curve
ignition mapping
0ike all #$S &otor 'ompany products, #$S 'entra too has been engineered and designed
keeping in mind e=tensive customer feedback and changing customer needs. #$S 'entra will be
the first motorcycle in India that will bundle price, mileage, maintenance, style, reliability,
power, ruggedness and ride comfort making it truly a value for money personal transportation
two3wheeler. #hose who want all these performance attributes in a commuter motorcycle at a
great priceM nothing will beat the #$S 'entra for all the advantages it offers.
#$S 'entra is built around to give a mileage that will offer atleast 15 per cent more than any
other motorcycle in the country, today. It will be powered by
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
23/53
% 0A@S7&I A4#> '>&*>8?8#S WI#7 #$S
&>#> '>&*A8D
#he Shareholders of #$S &otor 'ompany and 0akshmi Auto 'omponents H0A'F have on 12th
9anuary 55 approved the merger of ?ngine !ivision of 0A' with #$S &otor 'ompany and
transfer of ubber and *lastics division of 0A' to Sundaram Auto 'omponents 0imited, a
wholly owned subsidiary of #$S &otor 'ompany. #he company e=pects to obtain the approval
of 7igh 'ourt of #amil 8adu and complete other statutory formalities in the ne=t few months.
#his merger is e=pected to improve the overall profitability of #$S &otor 'ompa
(
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
24/53
PRODUCT PROFILE
TVS APACHE (RTR)
The recently launched TVS Apache RTR
FI 1! ha" added an an#ther
"tunner #n the r#ad"$ Styl%"h all#y"&
un%'ue ra ra%l"& cla""y "%lencer& larer * "harp l%ned
+uel tan,& all the"e ele-ent" c#-%ne per+ectly t# %.e TVS Apache RTR
1! a "p#rty eye/catch%n l##,"$The Apache RTR 1! ha" een upraded 0%th electr#n%c +uel %nect%#n (EFI)
and ec#-e" Apache RTR 1! F%$ The EFI techn#l#y ha" enaled TVS t#
##"t pea, p#0er #+ th%" %,e$ TVS ha" pr%ced the ne0 -#del at R"$ 2!
TVS SCOOTY PEP First Love
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
25/53
A "lee, du#/t#ne #dy$ 3#dy c#l#red c##rd%nated -%rr#r"$ A "-%leyheadla-p$ 4%n,y %nd%cat#r"$ L##," e.en etter 0%th y#u #n %t$
PO4ER
52cc 6"tr#,e en%ne t# pep up y#ur r%de$ A %er& -#re c#-+#rtale "eat +#r
t0# and "tr#n hydraul%c "h#c, a"#rer" +#r a "-##ther r%de$
TECH7OLO89
A un%'ue p#0er:ec#n#-y -#de +#r e;tra -%leae$ An aut# re"er.e +uel tap$
7# -#re turn%n ,n# +r#- -a%n t# re"er.e$ Aut# ch#,e" +#r %n"tant "tart"$
E.ery t%-e$
SAFET9
Puncture Re"%"tant Tyre" that c#-e 0%th a "pec%al "ealant %n"%de& -%n%-% the
"tand$ ?ult% +#cal re=ect#r headla-p and "%de re=ect#r" +#r enhanced
.%"%%l%ty$ 7#0 all y#u need %" an e'ually +un,y hel-et and y#u@ re all "et t#pep$
-
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
26/53
INTRODUCTION OF THE PROJECT
Someone has rightly said that practical knowledge is far better than classroom teaching. !uring
this project I fully reali"ed this and I came to know about how a consumer chooses among a
varied range of products available to him.
#he subject of my study is market survey of customer buying behavior in bikes taking #$S for
comparison, which has slowly but steadily evolved, from a beginner to a corporate giant earning
laurels and kudos throughout.
#he report contains first of all brief introduction about the company. %inally there comes datapresentation and analysis in the end of my report. I also put forward some of my suggestion
hoping that they help #$S &otor 'ompany move a step forward to being the very best.
SCOPE OF THE STUDY
#he scope of the study is to study the customer buying behavior of the respondents in 8ew !elhi
and attain the awareness level of the customers. #he scope is that the services of the dealer,
advertising media as well as celebrity has made an effect on the customer or not and how much.
#his study also allows knowing the future prospects of the company and where it is at present in
the market
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
27/53
CHAPTER$
OBJECTIVES OF THE STUDY
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
28/53
OBJECTIVE OF THE STUDY
#he objective of the study is to analy"e the customer buying behavior of the respondents in
motorbikes : scooter of different brands .
#o study the future prospects of #$S motorbikes : scooter.
#o provide a fair picture of technology used by #$S motors.
#o study the sales trends of tvs motors.
#o analy"e the ;uality of after sales services being provided by tvs motors.
6
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
29/53
CHAPTER'
RESEARCH METHODOLOGY
SAMPLE SIE
SAMPLE LOCATION
2
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
30/53
SAMPLE SIE AND LOCATION
#he data has been e=tracted mainly from ;uestionnaires filled up by respondents from +hilai and
aipur.
est of the information has been collected through internet surveys and social networking
communities on websites.
#he ;uestionnaire was filled up by -5 respondents scattered at different places and many more
respondents provided valuable information through the internet.
#he aforementioned ;uestionnaire has been attached at the end of the project.
(5
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
31/53
CHAPTER 2
DATA ANALYSIS AND
INTERPRETATION
(1
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
32/53
RESEARCH AND DATA TYPES
#he purpose of methodology section in the report making is to describe the research process that
is followed while doing the main part. #he research design plays a pivotal role in the ;uality and
content of the data in making of any project report. #he type of research design chosen is seen to
have a bearing on all the aspects of report writing.
R1+1*=- D1+85 D1+=*8/08@1 R1+1*=- ;1+85
T-1 *1+1*=- ;1+85
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
33/53
SECONDRY DATA 3 When an investigator uses the data that has been already collected by
others is called secondary data. #he secondary data could be collected from 9ournals, eports,
and various publications. #he advantages of the secondary data can be JIt is economical, both in
terms of money and time spent .#he researcher of the report also did the same and collected
secondary data from various internet sites like )oogle.com, altavista.com and many more. #he
researcher of the report also visited various libraries for collection of the introduction part.
PRIMARY DATA 3 *rimary data is that kind of data that is collected by the investigator himself
for the purpose of the specific study. #he data such collected is original in character. #he
advantage of this method of collection is the authentic. A Set >f Guestions Were *ut #ogether In
#he %orm >f Guestionnaire With 1( Guestions. #he method of sampling was the andom.
INSTRUMENTS 73* D0 C3991=0835
#he instruments used for collection of data were mainly ;uestionnaires, internet surveys and
personal visits to the respondents.
T339+ U+1; 73* A596+8+
B* D8*4
P81 D8*4
T?91+
((
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
34/53
CHAPTER
FINDING & DISCUSSIONS
(
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
35/53
ANALYSIS OF CUSTOMER BUYING BEHAVIOUR
ULUBERIA" HOWRAH
CUSTOMER PROFESSION
(-
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
36/53
SERVICE $
SELF EMPLOYED $
TRADER
CORPORATE IT PROFESSIONAL
SERVICE B
SELF E?PLO9ED B1TRADER 1
CORPORATE 12
IT PROFESSIO7AL 1
PROFESSION
SERVICE SELF E?PLO9ED TRADER
CORPORATE IT PROFESSIO7AL
INCOME GROUP
(
%"%%% %
$%"%%% %
'%"%%% $%
2%"%%% $:%"%%% '
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
37/53
21!
B!
B5
INCOME
1!&!!! B!&!!! !&!!! 6!&!!! 2!&!!!
USES PATTERN
OFFICE GOING ''
(
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
38/53
BUSINESS PURPOSE 2%
DROPPING FAMILY MEMBER
SCHOOL COLLEGE
$:
6!
B5
USES PATTERN
OFFICE 8OI78
3USI7ESS PURPOSE
DROPPI78 FA?IL9 ?E?3ER SCHOOL: COLLE8E
CURRENT VEHICLE USING
(6
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
39/53
TVS
BAJAJ
HONDA
MAHINDRA
VEHICLE USING
TVS
3AGAG
HO7DA
6th tr
HOW LONG USING
(YEARS)
(2
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
40/53
' 22
'
%
44%
38%
18%
HOW LONG USING ?
9EARS
2 9EARS
1! 9EARS
HOW IS THE VEHICLE
5
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
41/53
GOOD
BAD $2
CAN/T #A0 $
B2
116
HOW IS THE VEHICLE?
8OOD
3AD
CA7T SA9
REASON FOR CONSIDERING THIS PRODUCT
1
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
42/53
Price '$1i!eage
#tatus #ymbo! %
B
2
1!
REASON FOR CONSIDERING THIS PRODUCT?
Pr%ce ?%leae Statu" Sy-#l
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
43/53
ARE YOU AWARE OF TVS SCOOTER AVAILABLE
IN THE MARKET
WEGO $
SCOOTY PEP '
STREAK
EST
JUPITER $2
25%
31%
15%
5%
24%
TVS SCOOTER
4E8O
SCOOT9 PEPJ
STREK
ESTGUPITER
DID YOU EVER VISITED OUR TVS DEALER FOR
IT
(
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
44/53
YES 2NO '2
CANT SAY
$%
YES; 4%
NO; 34%
CAN!T SAY; 2"%
DID YOU EVER VISITED OUR TVS DEALER FOR IT ?
9ES
7O
CA7T SA9
REASON FOR NOT CONSIDERING TVS MODEL
BAD MILAGE '%HIGH PRICE 2$BAD ENGINE $
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
45/53
3"%
42%
28%
REASON FOR NOT CONSIDERING TVS MODEL?
3AD ?ILA8E
HI8H PRICE
3AD E78I7E
DO YOU KNOW TVS DEALER IN THE TOWN
YES $NO ''
CANT SAY
-
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
46/53
B
2
DO YOU #NOW TVS DEALER IN THE TOWN ?
9ES 7O CA7T SA9
IF WE WILL OFFER YOU LOW DOWN PAYMENT
OR LOW EMI SCHEME WILL YOU CONSIDER US
YES %NO
$%
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
47/53
YES
NO
LOW EMI
9ES
7O
Findings #here are only 16C of people who do not use uses two wheelers and 6C of
people are using two wheelers.
>nly 1
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
48/53
&a=imum number of people owning bikes : scooters or going to purchase
bikes : scooters is service men followed by business men and students.
#he ma=imum people in the showroom came for the en;uiry of Apache,
7eavy !uty and Scooty *ep *lus. #he number of people en;uiring for 9iveis very less.
CHAPTER :
6
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
49/53
SUMMARY AND CONCLUSIONS
SUMMARY
?ver since man evolved into social animal he felt the need for 2Transportation$3As he
formed a civili"ation he felt the need for 4etterTransportation$. #oday on the threshold ofe=ploring the universe he feels the need of 24est Transportation$3
#ruly the modern world relies on transportation which can be airways, roadways, railways
and on water. +icycle was the most important part of road transportation in early days and as
the scenario changed bicycle was transformed into a fast, stylish and trendy mode of
transport known as1otorcyc!enowadays known as1otorbike3
?ach human being that is living in this social world knows the importance of bikes because it
serves the purpose in any kind of situation and in any part of this world.
#he topic of the project is Customer 4uying 4ehavior taking T"# forcomparison3 #$S
motor company is one of the leading bike manufacturers in India. #he analysis of the project
2
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
50/53
was based on customers point of view. %or the study, both primary dataand secondary data
were re;uired. #he primary data was collected based on a survey research, using a structured
;uestionnaire with both open ended and closed3ended ;uestions.
#he sampling procedure used was random sampling for the 1stobjective i.e. to understand
consumer needs on motorbikes : scooters. %or the nd objective i.e. to understand the
awareness levels of #$S I went to the prospects and met the respondents to fill the
;uestionnaire. #he mode of survey was of personal interview, where the respondents filled up
the ;uestionnaires. #he secondary data was collected from business newspapers, maga"ines,
'ompany brochures, journals and the Internet. #he major conclusion from this study was that
#$S has to improve itself to gain the 1 stposition in the market as it is doing well to maintain
its (rdposition in the market.
In terms of competition #$S has neck3to3neck competition with 7ero 7onda and +ajaj. #$S
has a lot of work to do if it has to take lead and remain the leading manufacturer in India.
CONCLUSION
#he facts and figures shown in the analysis is correct and the survey has
been done in a good faith and responsibility
#he data I gathered from the survey helped me to understand the preference
of bikes by the riders and the ;ualities they would like in their bikes. #he
data gave an idea that the promotion of #$S bikes is not up to the mark.
According to the riders of #$S bikes the best things about #$S bikes is the
mileage.
I had done promotional activity for the new product of #$S i.e. 9ive from
where my learned the various techni;ues used for promotion. I came across
many people and described about the feature of 9ive which was very
learning. It was a great e=perience when I had to interact with customers inshowroom with different ;ueries, needs and demand.
%inally I would like to thanks #$S and showroom manager and showroom
owner for giving us this great opportunity to learn and increase our
managerial skills.
-5
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
51/53
#he respondents in the factors, which they consider while purchasing a bike
: scooters, have done the ranking. &I0?A)? is the first factor following
with *>W? and S#D0? and also with an adaptable *I'?. #he company
has to make efforts for making a product that should have all these three
factors with considerable price.
#he respondents who have not visited the #$S dealership are either not
interested in #$S bikes : scooters or they are not satisfied with #$S
products. In this matter the dealer should increase the road sho&sas well as
arrange regular customers meetin which will create interests in other
prospects
&ost of the respondents had knowledge about the #$S bikes scooters ,
which is a good sign for the #$S motor company.
TVS MOTOR COMPANY
CUSTOMER BUYING BEHAVIOUR (H3*-)
QUESTIONNAIRE
H8>8 '>8SI!?A#I>8 S4$?DF
. N41 ..........................................................................................
$. P9=1......................................T35 ........................................
'. A1 ...............................
2. P*371++835 S1*@8=1 S197 E4/9361; T;1*+ C3*/3*01 I0
P*371++8359
-1
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
52/53
-
8/10/2019 158915570 Stufdy of Perception in Scooter in Rural Marketing Perception of Tvs Scooter in Rural Marketing
53/53
A. ..............................................................
B. ..............................................................
C. ..............................................................
. D3 Y3< K53 T@+ D191* I5 T-1 T35
Y1+ N3
. I7 W1 W899 O771* Y3< L3 D35 P64150 O* L3 E48 S=-141 W899 Y3