factor influencing on purchase decision of two wheeler-bilal luhar

7/15/2019 Factor Influencing on Purchase Decision of Two Wheeler-Bilal Luhar

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1 Factor Influencing Purchase Decision of two wheeler in Himatnagar

A

Summer Internship Project

Report on

Factor Influencing Purchase Decision of Two Wheeler in Himatnagar

Undertaken at

TVS MOTORS COMPANY LTD

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE

AWARD FOR THE DEGREE OF MASTER OF BUSINESS

ASMINISTRATION

InGujarat Technological University

Under the Guidance of:

Assi.Prof.Ankit Parekh

SIM, Himatnagar

Submitted By:

Bilal Sirajuddin Luhar

Batch:- 2011-13 Enrollment no:-117530592001

Submitted to:

Samarth Institute of Management, Himatnagar

Affiliated to Gujarat Technological University


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Preface

Master of Business Administration (MBA) one of the most reputed professional course

which includes both theoretical and practical training as a part of two year curriculum.

Progress is the continuous process. We cannot stop at certain destination and declare that

target has achieved.

During my project, I carried out a research on the factors which influence the purchase

decision of two wheeler in Himatnagar.

This report helps in applying the entire theoretical concept into the real corporate world.It helps in the developing managerial skills using which I can convert abstracts into

language in this regards. I had undertaken a project study on purchase decision of buyer

in Himatnagar.

I believe that this report surly helps to TVS motors company ltd for increase their sales

volume.


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AKNOWLEGEMENT

I would like to thank Mr. Arun Sharma, Area Manager-Sales, TVS Motor Company and

Mr. Manish Shah, Area Manager-Service, TVS Motor Company for granting me a

permission to prepare my project report. I am grateful to him for having taken time off

his busy schedule and spoken to the concerned person to get me this Training.

I express my gratitude to the TVS Motor Company and Agwan TVS for giving

me an opportunity to work for them. I thank all other staff members to guide me

specially Mr.Islam Luhar owner of Agwan TVS Motors Pvt Ltd for

supported me in the survey.

I also thank my College, Samarth Institute of Management to give me this opportunity

to put the theoretical knowledge into practical knowledge that I am imparting from the

MBA program. I thank Professor, Mr. Ankit Parekh Sir and our Head of Department

Prof. Tushar Bhavsar Sir for guiding and supporting me throughout the course of

Training.

I am also greatly Indebted to our other faculty members of our college, who was there to

listen me and help me throughout this project, if I had any problem. They have been also

so lenient.

At last, thanks to our friends and classmates for being so supportive.

Thank you.


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INDEX

Chapter Particular Page no.

I Preface

II Acknowledgement

1. Executive summary 1

2. Indian Automobile Industry 3

2.1The Indian Automobile Industry

2.2Indian Automobile Industry structure

4

5

3. Introduction of Two Wheeler Industry 6

3.1. Introduction of two wheeler Industry

3.2. introduction of Indian Two wheelers company

3.3. Overview of two wheeler sector

3.4. Evolution of two wheeler industry in India

3.5. Market share of two wheeler automobile sector

7

8

10

1217

4. Introduction of Tvs motors company ltd 19

4.1 Introduction of Tvs group4.2 Detail about Tvs Motors Pvt Ltd

4.3 Other major companies of Tvs group

2023

25

5. Major factors influencing consumer behavior 27

5.1 Cultural factor

5.2 Social factor

5.3 Personal factor

5.4 psychological factors

28

28

29

30

6 Literature Review 31

6.1Journal of Economics and Behavioral Studies Vol. 2, No. 3,pp. 108-116, Mar 2011

6.2Consumer behavior towards two wheeler motor bikes.

32

32


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Chapter Particular Page no.

7. Research Methodology 34

7.1 Objective of the research

7.2 Type of research7.3 Research Plan

7.4 sample Design

7.5 Test and hypothesis

7.6 Gender vise distribution7.7 Age vise distribution

7.8 Occupation vise distribution

7.9 Income vice distribution

35

3536

37

37

3941

43

448. Data Analysis 45

8.1 Company vice Distribution

8.2 maintenance-Various brand of two wheeler cross

tabulation8.3 Factor Analysis

8.4 Chi-square Analysis

47

49

5053

57

9. Findings 64

10. Limitation, Conclusion and Recommendations 66

10.1 Limitation10.2 Conclusion

10.3 Recommendation

6768

69

11. Bibliography 70

12. Annexure 72


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INDEX OF TABLE

Table no. Particular Page no.

1. Gender vise distribution 392. Age vise distribution 413. Occupation vise distribution 434. Income vise distribution 445. Company vise distribution 476. Cross Tabulation of Maintenance and company of the bike. 497. Factor Analysis 50

INDEX OF GRAPH

Graph

no.

Particular Page no.

I Market share 2010-11 17II Market share 2011-12 171.1 Gender vise Distribution-Pie 391.2 Gender vise distribution-Bar 392.1 Age vise Distribution-Pie 412.2 Age vise distribution-Bar 41

3.1 Occupation vise Distribution 434.1 Income vise distribution 445.1 Market share of Two wheeler company-Pie 475.2 Market share of Two wheeler company-Bar 486.1 Maintenancecompany of the bike cross tabulation 49


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Executive

Summary


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Executive Summary

Purchasing behavior of consumer is depend on factors and attributes of the product.

Consumer always prefer their expectance product from where they will satisfied fully. If the

companys perform is better than the Expectation of the customer, than the customers

will satisfied from the company. But If the Performance is less than the Expectation, than the

customer will defiantly dissatisfaction. In the Automobile Industry, all the companies are

much focused to satisfy their customer because the satisfied customer will create good

word of mouth publicity for you.

In MBA, I am planning to select marketing as my specialization subject so, needs to prepare

a survey based project report. I have decided to prepare a report on Factors influencing on

purchase decision of two wheeler in Himatnagar. The main objective to prepare this

executive report is to know the factors which consumer consider while purchasing two

wheeler in Himatnagar.

I surveyed over 200 consumer from Himatnagar. The most of market share is of Hero

Honda(now HERO), Bajaj auto, and TVS. Hero Honda is market leader than Bajaj auto is market

challenger while Tvs motors id market follower.

I also found the factors which consumer prefer most while purchasing two wheeler in this report. In

this study. I also study the satisfaction level of their current two wheeler.

I also found the product awareness should be increase through Paper Adv and Television

Adv because very less get information about Tvs new released brands from this popular

media. Mostly the customers are come to know about TVS products by reference from

friends & family and Dealer Showroom visit. Company should focus on the others media for

build brand value and awareness.

This report cannot be possible without the immense support of the valuable respondents,

Asst. Prof. Ankit Parekh and My loving Friends & Family.


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Introduction of

Automobile

Industry


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2.1. The Indian Automobile Industry

The Indian automobile industry is the tenth largest in the world with an annual

production of approximately 2 million units. Indian auto industry, promises to become

the major automotive industry in the upcoming years and the industry experts are hopeful

that it will touch 10 million units mark. Indian automobile industry is involved in design,

development, manufacture, marketing, and sale of motor vehicles. There are a number of

global automotive giants that are upbeat about the expansion plans and collaboration

with domestic companies to produce automobiles in India.

Background to the Automobile Industry

The growth of Indian automobile sector can be divided into two phases

Pre-Liberalization: After independence, the Indian government closely protected the

Indian passenger car market for a period of over four decades. Before 1990s,

consumer have very limited choice with only a few major automobile

manufacturers such as Hindustan motors premier automobiles ,and maruti udygo ltd. in

1991, the Indian economy went through major reforms ,which includes :

Approval of foreign direct investment (FDI) in many sectors, including the

automobile industry.

Removal of industry and import licensing.

Post-Liberalization: After 1993 ,many global players entered the Indian market mainly

through joint venture and collaboration .Hyundai, ford, general motors ,Toyota ,Honda

,are among them since then,

17 new ventures have come up in the last ten years.

Over the last five years, the industry has growth at the rate of 14 percent.

9 million vehicles have been sold in year 2005-2006.

Indian vehicles exports have growth at a rate of 40 percent in recent past.

The industry encompasses commercial vehicles, multi-utility vehicles, passenger

car, two wheeler, three wheeler and components. Present, India is the: Second largest two-wheeler market in world.

Fourth largest commercial vehicle market in the world.

Eleventh largest passenger car market in the world and is expected to be the

seventh largest market by 2016.


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2.2. Indian Automobile Industry Structure

Automobile

Two wheeler

Motor Bike Moped Scooter

3 wheelerPassanger

Vehical

Commercial

Vehical

I.C.V. M.C.V H.C.V


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Introduction of

Two wheeler

Industry.


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3.1. Introduction of Two Wheeler Industry

Throughout the centuries man has striven to expand his capabilities through the use of

machine. His ever inventive mind has constantly dewised ways to use tool toincrease his abilities to explore the world around him. To go faster, deeper, higher

and further than before was it. Coupled with his need to find new thrills, new

adventures and new modes of transportation, the invention refinement of the motorcycle

seems an inevitable outcome.

It would seem that Michelangelo conceived of the bicycle as early 14th century. And his

drawing shows a remarkable resemblance to he modern day bike. It had wheels of

similar size and even pedals and chain. Albeit made without any apparent means of

steering.

Through never built, it was a remarkably clever design, and early bicycle makers

would have done well to study his concepts, there have, in fact been 4 machines built

based on his drawing, attesting to the viability of his design.

It wasnt until 1869 that the first serious attempts were made to produce motor driven

bicycles. These very first were powered by steam, and driven by leather belts or as in the

case of the roper steam velocipede of 1869 by a system of levers attached to a crank on

the driven wheel.

In 1885 the Daimler, Europe this is consider by many as the first true motorcycle

or motor bicycle, as it was the first to employ an internal combustion engine and was

designed from the ground up to be motor powered. Designed by gottlibe Daimler it was

powered by an Otto cycle engine producing about horse powers. Note this design

again employed wooden wheels and Daimler dropped the twist grip controls from his

1877 design in favor of leavers on the frame.

In 1894, Hildebrand and Wolfmuller, France Worlds produce first motorcycle. It

came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of

25 mph.

In 1898 orient-Aster, USA the American made production motorcycle was this entry

built by the Metz Company, in Waltham, mass, it used an aster engine that was a French

copy of the Metz Company, in Waltham, mass.


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3.2 Introduction of Indian Two wheelers Company

Bikes or two wheelers in India cater to various needs of the consumers. With the choiceof the Indians improving from bicycles to two wheelers, the Indian two-wheeler market

has seen a significant growth over the years. Now owing a bike has become a must for

most Indians. Even if people own a car they prefer to have a bike as it is very

economical and fuel efficient.

With the growth in the economy the demand for two wheelers is increasing over the

years. It is one of the most dynamic industries today and with the increasing competition

companies are bringing in new products with sophisticated technologies and innovative

features to capture a major pie of the Indian market and its the consumer who is

benefited from it..

With the availability of reduced consumer loans and high disposable income the Indian

two- wheeler industry has perceived an exceptional growth over the past few years

thereby making India the second largest market for two wheelers in the world only after

China.

The motorcycle has now become one most popular mode of transportation among the

Indian middle class families because of it is cost effective, economical and easy to

navigate through the traffic. Moreover, the people have started preferring bikes insteadof scooters and mopeds and today bikes form a major part of the Indian two wheelers.

Indian companies are one of the largest two wheeler manufacturers in the world. The

number one bike manufacturer in the world, Hero Honda is in close competition with the

Indian manufacturer Bajaj India.

The motorcycle industry in India has witnessed a tremendous change in the 90s with the

invention of 4 stroke engine which makes the bikes more fuel efficient. Further

companies are trying to bring in more innovations to make the motorcycle ride more

comfortable, safe and user friendly and economical.


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In a nut shell the followings factors can be distinguished for the growth of motorcycle

industry in India:

Easy accessibility to cheap consumer loans The increase in the average income of the family.

The reduction in duties and taxes.

Continuous innovations in technology making the bikes economic and fuel-

efficient.

The first choice among youths and teenagers.

A Nations economy is well known from its transport system. For instant and rapid

growth in economy, a well-developed and well-networked transportation system is

essential. As India's transport network is developing at a fast pace, Indian Automobile

Industry is growing too. Also, the Automobile industry has strong backward and forward

linkages and hence provides employment to a large section of the population. Thus the

role of Automobile Industry is very essential in Indian economy. Various types of

vehicles are manufactured by the Automobile Industry. Indian Automobile Industry

includes the manufacturing of trucks, buses, passenger cars, defense vehicles, two-

wheelers.

The two-wheeler manufacturing is dominated by companies like TVS, Honda

Motorcycle & Scooter India (Pvt.) Ltd., Hero Honda, Yamaha, Bajaj, etc.

The automobile industry in the country is one of the key sectors of the economy in terms

of the employment opportunities that it offers. The industry directly employs close

to around 0.2 million people and indirectly employs around 10 million people. The

prospects of the industry also has a bearing on the auto-component industry which is

also a major sector in the Indian economy directly employing 0.25 million people.

All is not well with the automobile industry the world over currently with the slowdown

that has gripped most of the major economies of the world. The gap between the

manufacturing capacity volume and the assembly volume is growing by the day and has

worried the manufacturers. This state of affairs has triggered a lot of cutthroat

competition and consolidation in the industry. Cost reduction initiatives have come to be

the in thing in the global industry today. Towards this direction, many automobile

factories are being closed down.


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The Indian automobile industry is a stark contrast to the global industry due to many of

the characteristics, which are peculiar to India. The Indian automobile industry is very

small in comparison to the global industry. Except for two wheelers and tractors

segments, the Indian industry cannot boast of big volumes vis--vis global numbers.


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3.3 Overview of two wheeler sector in India

The Indian two wheeler contributes the largest volumes amongst all the segments in

automobile industry. Though the segment can be broadly categorized into 3 sub-segmentsviz.; scooters, motorcycles and mopeds; some categories introduced in the market are a

combination of two or more segments e.g. scooterettes and step-thru's . In the last four to

five years, the two-wheeler market has witnessed a marked shift towards motorcycles at

the expense of scooters. In the rural areas, consumers have come to prefer sturdier bikes

to withstand the bad road conditions. In the process the share of motorcycle segment has

grown from 48% to 58%, the share of scooters declined drastically from 33% to 25% ,

while that of mopeds declined by 2% from 19% to 17% during the year 2000-01. The

Euro emission norms effective from April 2000 led to the existing players in the two-

stroke segment to install catalytic converters. All the new models are now being replaced

by 4-stroke motorcycles. Excise duty on motorcycles has been reduced from 32% to

24%, resulting in price reduction, which has aided in propelling the demand for

motorcycles.

Within the two-wheeler industry, motorcycle segment grew at a phenomenally high rate

of 35% as against a deceleration of 3% for scooters and 27% for mopeds. In fact,

motorcycle has been taking away the share of scooters and mopeds in a 4.3 million two-

wheeler market and surging ahead with its market share of 68%. The increasing demand

from semi-urban and rural segments may have caused this positive shift towards

motorcycles. Also, easy credit coupled with low interest rate regime, constrained personaltransport, increasing income levels in middle class and higher aspirations of young

people all seem to be the factors responsible for such high growth in two-wheelers. The

growth in two-wheelers has been robust enough to counter the slow down and other

factors constraining the overall business activity in the country. Also, rationalization of

excise duty in the Union Budget 2002-03 had a positive impact on the demand for

motorcycles. We also expect the motorcycles to continue to lead the two-wheeler

segment like in all other Asian countries. Available forecasts suggest that this trend

would continue for another couple of years and the industry would record nearly double-

digit average annual growth up to 2006.


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During the year, there have been important developments in two-wheeler industry. The

competition has strengthened though there are hardly any new entrants into the industry.

There is an increasing emphasis on price and this has led to cost cutting efforts all across

the industry, thereby, making the customer an ultimate beneficiary. The trend also sawintroduction of new motorcycles with capacity ranging from 100 to180cc bikes. We

anticipate that many more new models will be launched during the year and provide

customers plenty of choice at competitive prices.

Businesses cannot consistently grow at 25-30 per cent. Each business has a tendency to

taper and plateau after attaining a particular size. An annual growth rate of 10-12 per cent

over a period of time is extremely healthy.

The TCS study rankings are conducted at the motorcycle segment-level to provide

comparisons among similar groups of motorcycles. Motorcycles ranking highest in their

respective segments for TCS are: Hero Honda CD100 SS (best standard motorcycle

segment); Hero Honda Splendor (best executive motorcycle segment); Bajaj Pulsar (best

premium motorcycle segment); and


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3.4.Evolution of Two-wheeler Industry in India

Two-wheeler segment is one of the most important components of the automobile sector

that has undergone significant changes due to shift in policy environment. The two-

wheeler industry has been in existence in the country since 1955. It consists of three

segments viz. scooters, motorcycles and mopeds. In India there are some MNCs and

Indian company dealing in automobile sector. The main key players who are dealing in

this sector are Hero Honda, Bajaj, Yamaha, Honda, and TVS. Hero Honda is the biggest

player in this sector in India as well as in the world and playing a very important role

in two wheeler automobile sector. Hero Honda, Bajaj and TVS are the Indian

companies and Yamaha & Honda are international automobile brand.

Bajaj is the first Indian two wheeler automobile company in the

market since 1945 with the name M/s Bacharj trading corporation private limited. In 1959

M/s Bacharj trading corporation private limited change its name as Bajaj Auto Ltd. Bajaj

Auto obtains license from the Government of India to manufacture two- and three-

wheelers vehicles in 1959.


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Hero Honda Motors Limited was established in1984, as a joint venture between India's Hero Group (world's largest bicycle

manufacturers) and Japan's Honda Motor Company. And created the world's single largest

two wheeler company and also one of the most successful joint ventures worldwide.

During the 80s, Hero Honda became the first company in India. Over 19 million Hero

Honda two wheelers running on Indian roads today.


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TVS Motors is the third largest company in the two-wheeler industrywith a market share of 16%. Infect, it is the only Indian company without a foreign

collaboration in the two-wheeler industry. When the company opted out of the

collaboration with Suzuki in 2002, many believed that TVS was headed towards

extinction. But the company proved the doomsayers wrong and came out with a very

successful `TVS Victor'. TVS Motors Ltd.


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Yamaha Motor Corporation is the auto mobile company of Japan

(1953) which works in India since 1955 and providing latest technology in India fromlast two decades. Yamaha Motor India was incorporated in august 2001 as a 100%

subsidiary of Yamaha motor corporation, Japan.


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Honda motors of Japan is not a new name in the two wheeler

scenario in the country, they were in a tie up with the Firodias owned Kinetic group.

However in the late 90s they parted ways after problems arose over issues like

introduction of new models, advertising expenditure, marketing strategies and other

related issues. In the mid 80 Honda motors of Japan joined hands with the largest

bicycle maker of India the Hero cycles to create Hero Honda which in a couple of

decades or so have gone on to become the single largest motorcycle company in the

world.

Though Honda has come on its own on the Indian market yet it will be providing

technological support to Hero Honda for the next ten years. Thus presenting a unique

situation in which the company will be in direct competition with the company which it

has been associated for nearly two decades. Honda Motorcycles and Scooters India

limited, a 100% subsidiary of Honda motorcompany Japan eventually entered the Indian

market with Honda Unicorn in 2004.


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3.5 Market Share of Two Wheeler Automobile Sector:

1. 2010-2011 Graph-I

2. 2011-2012 Graph-II

48.21%

25.76%

14.12%

1.27%

3.44%

7.20%10.64%

Market Share

Hero honda

Bajaj

TVS

Suzuki

Yamaha

Honda

39.12%

30.56%

13.97%

2.21%

3.77%

10.37%

14.14%

Market Share

Hero honda

Bajaj

TVS

Suzuki

Yamaha

Honda


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Interpretation:-

Here we have market share of various two wheeler company of India. In 2010-11 the

market leader is hero Honda with market share of 48.21%. than after Bajaj comes with

25.76%, and after that there is Tvs, Suzuki, Yamaha, Honda with their market share of

14.12%, 1.27%, 3.44%, 7.20% respectively.

In 2011-12 the definition is changed that is the market leader company hero Honda

market share is decreased and reached at 39.12% but the market challenger take this

opportunity and increase its market share and reached at 30.56% than after Tvs market

share decrease quite and fixed at 13.97%, than after big change in the Honda two wheeler

its market share is increased by more than 3% and reached at 10.37%.


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INTRODUCTION OF TVS

MOTOR COMPANY LTD


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4.1 INTRODUCTION OF TVS GROUP

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 enduring business led by

a family of likeminded 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.

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.

Many firsts to the Automotive Industry in India

TVS has been at the forefront in bringing a revolution in the way personal commutation was

happening, way back in the 1980s. Beginning with launching a simple, easy-to-use moped for the

middle class in India in the 1980s to launching 7 new bikes in a single day (first time in the history

of the automotive industry in the world), TVS has often taken the unbeaten path to innovation.


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Ushering in the personal transportation revolution

1980 Launched TVS 50, India's first 2 seater 50 cc moped

1984 First Indian company to introduce 100 cc Indo - Japanese motorcycles1994 Launched India's First indigenous scooterette (sub - 100 cc variomatic) - TVS Scooty

1996 Introduced India's first catalytic converter enabled motorcycle, the 110 cc Shogun

1997 Introduced India's first 5 speed motorcycle, Shaolin

2000 Launched India's first 150 cc, 4 stroke motorcycle - The Fiero

2001 Launched India's first fully indigenously designed and manufactured motorcycle.

2004 Launched the revolutionary VT-I engine for the best in class mileage in TVS Centra

2006 Launched TVS Apache - first bike to win 6 awards in a row

2007 Apache RTR - first two wheeler in India to have racing inspired engine and features.

2008 TVS Flame, TVS Scooty Electric Vehicle and Three wheeler TVS King launched.

TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top

ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship

company of the USD 4 billion TVS Group.

A bike for anyone

TVS Motor currently manufactures a wide range of two-wheelers from mopeds to racing inspired

motorcycles.

Motorcycles : (Apache RTR, Flame DS 125, Flame, Jive, StaRCity,Sports)

Variomatic Scooters : (Wego, Scooty Streak, Scooty Pep+, Scooty Teenz)

Mopeds : (TVS XL Super, TVS XL Heavy Duty)

Penchant for Quality

The Company has 4 plants - located at Hosur and Mysore in South India, in Himachal Pradesh,North

India and one at Indonesia. The company has a production capacity of 2.5 million units a year.


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Innovation at the helm

TVS Motor's strength lies in design and development of

new products - the latest launch of 7 products on the same

day seen as a first in automotive history. We at TVS deliver

total customer satisfaction by anticipating customer need

and presenting quality vehicles at the right time and at the

right price. The customer and his ever changing need is our

continuous source ofinspiration.

15 million smiles on the Road

TVS has always stood for innovative, easy to handle, environment friendly products,

backed by reliable customer service. No wonder, then, that our15 million customers on

the road have a reason to smile.


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4.2 Detail about Tvs Motor Company Ltd

NAME OF THE COMPANY

TVS MOTOR COMPANY LTD

REGISTERED OFFICE

JAYALAKSHMI ESTATES,

8 HADDOWS ROAD, CHENNAI- 600 006

CONTACT NO.

Phone no: 044-28272233

E-mail id: [email protected]

Web site: www.tvsmotor.in

ESTABLISHMENT OF THE UNIT

The unit was established in year1911

PRODUCT MANUFACTURED

Range of Motorcycles and Automatic Scooters

PLANT

TVS motor company has four large plants:

1. Hosur Plant

2. Mysore Plant

3. Himachal Pradesh Plant

4. Indonesia Plant

TOTAL NUMBER OF EMPLOYEESS

There are 40, 000 employees working in the company
mailto:[email protected]://www.tvsmotor.in/http://www.tvsmotor.in/mailto:[email protected]


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BANKERS

1. STATE BANK OF INDIA

2. Corporate Accounts Group Branch,

3. Greams Road, Chennai - 600 006.4. STATE BANK OF MYSORE

5. Industrial Finance Branch,

6. Midford Garden Road, Bangalore - 560 001.

EXISTING MANEGMENT GROUP

1. VENU SRINIVASAN -Chairman & Managing Director

2. H. LAKSHMANAN -Director

3. T. KANNAN -Director

4. C. R. DUA -Director

5. K. S. BAJPAI -Director

6. R. RAMAKRISHNAN -Director

7. PRINCE ASIRVATHAM -Director

MISSION & VISION OF THE TVS MOTOR COMPANY

TVS MOTOR COMPANY MISSION

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

TVS MOTOR COMPANY VISION

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.


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4.3 OTHER MAJOR COMPANIES OF TVS GROUP

1. TVS - Motor Company Limited: TVS Motor Company Limited is one of the

largest two-wheeler manufacturers in India. It manufactures Motorcycles, Mopeds,Scooterettes and Scooters.

2. TVS Electronics Limited: TVS Electronics was incorporated in 1986 in

collaboration with Citizen Watch Co. of Japan. The company manufactures a complete

range of computer peripherals.

3. Axles India Limited: Axles India was promoted by Sundaram Finance, Wheels

India and Eaton Corporation for the manufacture of axles for medium and heavy

duty commercial vehicles in India.

4. Brakes India Limited: Brakes India is a joint venture between TV Sundram Iyengar

and Sons Ltd. and Lucas Industries Plc., UK. The company manufactures braking

equipment for automotive and non-automotive applications.

5. Sundaram Polymers Division: Sundaram Polymers Division manufactures

Engineering Plastic compounds for various applications.

6. Harita Finance Limited: Harita Finance Ltd is a finance company under the

TVS Group. It deals in retail finance, hire purchase, leasing and bill discounting.

7. India Motor Parts and Accessories Limited: It is engaged in the

distribution of automobile spare parts.

8. India Nippon Electricals Limited: It is a joint venture between Lucas Indian

Service and Kokusan Denki Co Ltd., Japan. The company manufactures

Electronic Ignition Systems for two wheelers and portable gensets.

9. IRIZAR TVS (P) Ltd: IRIZAR TVS (P) Ltd. is a joint venture between

Sundaram Industries Ltd, Ashok Leyland Ltd and IRIZAR S. Coop of Spain. Thecompany builds bus bodies for export and domestic market.


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10.Lakshmi Auto Components Limited: The company is a subsidiary of TVS-

Suzuki. It manufactures gears, crankshafts and connecting rods for TVS-Suzuki

motorbikes and mopeds.

11.Lucas Indian Service: Lucas Indian Service is a wholly owned subsidiary of

Lucas-TVS Ltd., engaged in the sales and service of auto-electricals and fuel injection

equipment.

12.Lucas - TVS Limited: Lucas-TVS, a joint venture between Lucas Varity group, UK

and TVS Group, is a leading manufacturer of auto electrical products and diesel

fuel injection equipment in India.

13.Sundaram Brake Linings Limited: Sundaram Brake Linings is the leading

manufacturer of brake linings in India.


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Major Factors Influencing

Consumer Behavior


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5.1. Cultural Factors:

Cultural factors exert the broadest and deepest influence on consumer behavior. The roles

Played by the buyers culture, subculture and social class are particularly important.

Culture

Culture refers to that complex whole which includes in it knowledge, beliefs, art or

Anything man acquires as a member of society.

Subculture

Each culture consists of smaller subcultures that provide more specific identification and

socialization for their members. Sub cultures include nationalities, religions, racial groups

and geographic regions.

Social Class

Virtually all-human societies exhibit social stratification. Stratification sometimes takes

the form of a caste system where the members of different castes are reared for certain

roles and cannot change their caste membership more frequently; stratification takes the

form of social class.

5.2. Social Factors:

Reference Groups

A persons reference groups consists of all the groups that have a direct or indirect

influence on the persons attitudes or behavior.

Family

The family is the most important consumer buying organization in the society and it

constitutes the most influential primary reference group.

Roles and statuses

A person participates in many groups, family, clubs, organizations etc. The persons

position in each group can be defined in terms of role and status. A role consists of theactivities that a person is expected to perform. Each role carries a status.


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5.3. Personal Factors:

Age and stage in the life cycle People buy different goods and services over their

lifetime. Taste in clothes, furniture and recreation is all age related. Consumption is

shaped by the family life cycle. Marketers often choose life-cycle groups as their target

market.

Occupation and economic circumstances

Occupation also influences a persons consumption pattern. Product choice is greatly

affected by economic circumstances; spendable income, savings and assets, debts,

borrowing power and attitude toward spending versus saving.

Lifestyle

People from the same subculture, social class, and occupation may lead quite different

lifestyles. A lifestyle is the persons pattern of living in the world expressed in activities,

interests and opinions. Lifestyle portrays the world person interacting with his or her

environment.

Personality and self concept

Each person has a distinct personality that influences buying behavior. It is that

distinguishing psychological characteristics that lead to relatively consistent and

enduring responses to environment. Related to personality is self-concept or self image.

Marketers try to develop brand images that match target markets self image.


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5.4. Psychological Factors:

Motivation

A person has many needs at a given time. A need becomes a motive when it is aroused to

a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive theperson to act.

Perception

Perception is the process by which an individual selects, organizes and interprets

information inputs to create a meaningful picture of the world. How a, motivated person

actually acts is influenced by his or her perceptions of the situation.

Learning

When people act they learn. Learning involves changes in an individuals behavior

arising from experience. Learning theory teaches marketers that they can build up

demand for a product by associating it with strong drives, using motivating cues and

positive reinforcement.

Beliefs and attitudes

Through doing and learning, people acquire beliefs and attitudes. These in turn influence

buying behavior. A belief is a descriptive thought that a person holds about something.

The beliefs make up product and brand images and people act on these images.


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Literature Review


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6.1 Journal of Economics and Behavioral Studies Vol. 2, No.3,

pp. 108-116, Mar 2011

Factors Affecting the Consumers Decision on Purchasing Power*Sher Akbar, Abu Hassan Abu Bakar

School of Housing, Building and Planning,, University Sains Malaysia

*[email protected]

Abstract: The purpose of this study is to evaluate the determinants of decision making,

purchasing motorcycles from students perspectives of University Sains Malaysia in

Penang. The research model used in this study was adapted from Model of Buyer

Behavior. This study shows three factors (product, price, and place) affected the

consumers decision on buying motorcycles in Penang, Malaysia. The primary data were

collected from 415 students of University Sains Malaysia, main campus, and analyzed by

using statistical techniques, like Percentage, mean and standard deviation. The result has

shown that the mention three factors

was significance in students decision on buying motorcycles. Most respondents have

given importance to purchase the cheapest Motorcycles from competitors. The consumers

give keen interest in shops distributing only Motorcycles and also respondents have an

importance on Personal Relationship with owners/providers.

6.2 Consumer behavior towards two wheeler motor bikes.DR. K. MALLIKARJUNA REDDY

Associate Professor, Department of Business Management, Osmania University,

Hyderabad

Abstract : The marketing concept is consumer oriented and the emphasis is more

on the consumer rathr than on the product. The essence of modern marketing lies in

building of profit along with creating meaningful value satisfaction for the customer,

whose needs and desires have to be co ordinate with the set of products and production

programmes. Therefore, marketing success an enterprise depends as its ability to create to

create a community of satisfied consumers. All the business activities should be

carried out in ways which are directed towards the satisfaction of the consumer

needs.Consumer behavior is affected by a host of variable ranging from personal, professional

needs, attitudes and values, personality characteristics, social economic and cultural

background, age, gender, professional status to social influence of various kinds of

exerted a family, friend, colleagues and society as a whole. The combination of these
mailto:[email protected]:[email protected]


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factors help the consumer in decision making further psychological factors that as

individual consumer needs, motivations, perceptions, attitudes, the learning process

personality characteristics are the similarities, which operate across the different type of

people and influence their behavior.There are four major factors which influences on the buying behavior of consumer.

Cultural factors

Social factors

Personal factors

Psychological factos

So a study had been conducted on consumer behavior towards two wheeler

motor bikes in the twin cities .i.e., Hyderabad and secunderabad with a sample of 100

consumers by selecting two wheeler motor bikes i.e., hero Honda, Yamaha and TVSbikes and data has been collected through structured Questionnaire.


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Research

Methodology


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7.1 Objective of Research

Primary objective of Product:

To find out factors influencing purchase decision of two wheeler in

Himatnagar.

Secondary objective of product:

T o study the behavioral factors of consumers in motor bikes.

T o analyze the impact of behavioral factors of consumers on choosing

particular brand of Two wheeler

To find out consumer satisfaction level

To find out the market share of different bikes in Himatnagar.

7.2 Type of Research Design

In this project I am going to use Descriptive researchdesign

ResearchDesign

Exploratory Conclusion

Descriptive

Survey Observation Experiment

Casual


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Descriptive research

Descriptive research is used to obtain information concerning the current status of

the phenomena to describe "what exists" with respect to variables or conditions in a

situation. The methods involved range from the survey which describes the status quo,the correlation study which investigates the relationship between variables, to

developmental studies which seek to determine changes over time.

7.3 Research PlanSources of Data-

Primary - Primary data is one which is collected by the individuals for the purpose of

specific in query or study. I surveyed Dealers, Consumers of two wheeler.

Secondary- Catalogue and promotional document of various cement brands and Internet.

Research Approach-

Basically there are two approaches in collection of primary data.

Observation

Survey

I have usedsurveyin my research.

Survey

There are four methods by which data can be collected in a survey.

The four methods are.

1) Personal survey

2) Mail survey

3) Telephone survey and

4) Computer survey.

We have used Personal Survey.

Research Instrument-

I have used Structured Questionnaire.


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7.4 Sample Design

Population

The respondents living in Himatnagarand owning a two-wheeler have been considered as

the population for data collection in this Study.

Sample Size

For calculating sample size I have been take a error of 7%.by that a got a sample size of

200 for this study.

Sampling Method

The sampling method is of non-probability, which is convenience samplingmethod.Sample Unit

Consumers of two wheeler from Himatnagar area are selected to study.

7.5 Test and Hypothesis

Managers can visualize the competitive structure of their markets, as perceived by their

customers. Typically, data for mapping include customer perceptions of existing products

(and new concepts) along various attributes, customer preferences for products, and

measures of the behavioral responses of customers toward the products (e.g., currentmarket shares).

The following data analysis tools were used for the primary data, which was collected

using structured-closedended questionnaire (see annexure).

Factor Analysis

A method of quantitative multivariate analysis with the goal of representing the

interrelationships among a set of continuously measured variables (usually represented by

their intercorrelations) by a number of underlying, linearly independent reference

variables called factors. Although the term factor analysis has come to represent a familyof analysis methods, the two most commonly used approaches are the full component

model, in which the entire variance of the variables (represented by unities inserted in the

principal diagonal of the correlation matrix) is analyzed, and the common factor model,

in which the proportion of the variance that is accounted for by the common factors(represented by communality estimates inserted in the principal diagonal) is analyzed.


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Chi-Square Analysis

A test that uses the chi-square statistic to test the fit between a theoretical frequency

distribution and a frequency distribution of observed data for which each observationmay fall into one of several classes. The chi-square test statistic can be used to evaluate

whether there is an association between the rows and columns in a contingency table.More specifically, this statistic can be used to determine whether there is any difference

between the study groups in the proportions of the risk factor of interest. Returning to our

example, the chi-square statistic could be used to test whether the proportion ofindividuals who smoke differs by asthmatic status. The chi-square test statistic is

designed to test the null hypothesis that there is no association between the rows and

columns of a contingency table.


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7.6 Gender wise distribution

Table-1

Gender

TotalMale Female

Kind Moped 29 50 79

Bike 122 0 122

Total 151 50 201

Graph-1.1

Graph-1.2

75%

25%

Gender vise Distribution

Male

Female

29

50

122

0

50

100

150

Male Female

Moped

Bike


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Interpretation:-

From table 1 we find gender wise distribution of Himatnagar area respondents.

From Graph 1.1 we interpret that from total respondent there are 25% respondentsare female respondents and 75% respondents are male respondents.

In graph 1.2 y-axis indicates no. of respondents and X- axis indicates gender.

From grapg 1.2 we can see that thire is 151 male out of them 122 has bike and 29

has moped and all 50 femalews have moped.


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7.7 Age wise Distribution

Table-2

Age

Total18-25 year 26-35 year 36-45 year

more than 46

year

Gender Male 60 62 19 10 151

Female 34 13 2 1 50

Total 94 75 21 11 201

Graph-2.1

Graph-2.2

46.77%

37.31%

10.45%5.47%

Age vise distribution

18-25

26-35

36-45

more than 46

60 62

19

10

34

13

2 1

0

10

20

30

40

50

60

70

18-25 26-35 36-45 more than 46

Male

Female


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Interpretation:-

From table 2 we find Age wise distribution Himatnagar respondents.

From Graph 2.1 I interpret that from total respondent there are 46.77%respondents are from age group of 18-25, 37.31%are from the group of 26-35,

1.45% are from the36-45 and Remaining 5.47 are from more than 46 age group.

In graph 2.2 Y axis indicates age and X axis indicate age group. From graph 2.2

we can see that the age group of 18-25 consist 60 males and 34 females, than in

group 26-35 there is 62 males and 13 females, in group 36-45 thrie is 19 malesand 2 females and in last group that is more than 46 age there is 10 mae and 1

female.


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7.8 Occupation wise DistributionTable-3

Total

Occupation Government employee 13

Private employee 45

Business 72

Profession 11

Student 46

Housewife 14

Total 201

Graph-3.1

Interpretation:-

From table 3 we can find the occupation wise distribution in himatnagar.

In Graph 3.1 we can see that the 6.47% respondent are government employees,

22.39% age private employees ,35.82% are businessman, 5.47% are profession,

22.88% are students,and remaining 6.96% are housewifes.

6.47%

22.39%

35.82%5.47%

22.88%

6.96%

Occupation vise Distribution

Govrnment employee

private emploee

Business

Profession

Student

Housewife


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7.9 Income wise Distribution

Table-4

Total

Income Less than 100000 96

100000-200000 65

200000-500000 27

more than 500000 13

Total 201

Graph-4.1

Interpretation:-

From table 4 we can find the Income wise distribution in himatnagar.

In Graph 4.1 we can see that the 47.76% respondents income is less than 100000,

32.34% Income is 100000-200000, 13.43% respondents income is 200000-

500000 and in catagery og more than 500000 there is only 6.47% respondents.

The majority is of less than 100000 income respondents.

47.76%

32.34%

13.43%

6.47%

Income vice Distribution

less than 100000

100000-200000

200000-500000

more than 500000


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Data Analysis


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Reliability test:-

Descriptive Statistics

N Mean Std. Deviation Skewness Kurtosis

Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

Gender 201 1.25 .433 1.171 .172 -.635 .341

Age 201 1.75 .855 1.048 .172 .482 .341

Occupation 201 3.37 1.398 .308 .172 -.930 .341

Qualification 201 3.67 1.092 -.608 .172 -.143 .341

Income 201 1.79 .910 .959 .172 .011 .341

Valid N (listwise) 201

Interpretation:-

In this reliablitity test we are going to anlysis that the data we are collocted through survy

are reliable or not.

In following result data are not reliable:

Mean=0, Std.Deviation.=1, Skewness=0, Kurtosis=3 or more than 3

But in this study mean is not 0, std. deviation is not 1 and skewness and kurtosis are not

as par reject criteria. By this we can say that our data is reliable for this study.

Now we can do further study.


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Cross Tabulation

8.1 Company wise Distribution

Table-5

Gender

TotalMale Female

Company Hero Honda 62 5 67

Tvs 12 17 29

Hero (new) 6 0 6

Yamaha 10 0 10

Bajaj 32 1 33

Honda 19 27 46

Suzuki 5 0 5

Other 5 0 5

Total 151 50 201

Graph-5.1

36.32%

14.43%

2.99%16.42%

22.89%

2.49%

2.49%

27.87%

Market Share

Hero Honda & Hero

Tvs

Yamaha

Bajaj

Honda

Suzuki

Other


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Graph-5.2

Interpretation:-

Table -5 shows the company wise distribution of this report.

In Graph-5.1 we can see that various companys market share in himatnagar. As

usal herohonda lead the market with 33.33% market share, at second position

there is Bajaj with 16.42%and their after Tvs at 3rd

position with 14.43% market

share.

In graph-5.2 we can see that male female propotion of various company in

himatnagar. Mostly female prefere moped.

In himatnagar thire is 2.49% market share of other brand like Mahindra twowheeler, Royal Enfild, Kawasaki etc..

68

5

1217

10

32

1

19

27

5 5

0

10

20

30

40

50

60

70

80

Male Female

Hero honda &Hero

Tvs

Yamaha

Bajaj

Honda

Suzuki

Other


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8.2 Maintenancevarious Brand of bike cross tabulation:-

Table-6

Cost

TLess than 500 500-1000 1000-1500 1500-2000 2000-2500 More than 2500

Company Hero Honda 45 15 6 1 0 0

Tvs 16 8 5 0 0 0

Hero (new) 3 2 0 0 0 1

Yamaha 4 2 3 1 0 0

Bajaj 14 12 5 2 0 0

Honda 21 12 7 4 2 0

Suzuki 2 1 0 0 0 2

Other 0 2 0 0 1 2

Total 105 54 26 8 3 5 2

Graph-6.1

Interpretation:-

Table-6 saws the maintenance cost of various company.

In graph-6.1 we can see that the cost wise distribution of various company in hero

honda there is majority of less than Rs.500 maintenance cost, second position for

honda at minimum cost of maintenance.

0

10

20

30

40

50

60

Hero Honda & HeroTvs Yamaha Bajaj Honda Suzuki Other

Less than500

500-1000

1000-1500

1500-2000

2000-2500

More than 2500


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8.3Factor Analysis(Q-13)

Reliability Statistics

Cronbach's

Alpha N of Items

.733 13

In this reliability test we can found that data are reliable or not. If result is greater

than .60 than data is reliable

In this we get .733 that means this data is reliable.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure ofSampling Adequacy.

.583

Bartlett's Test of Sphericity Approx. Chi-Square 304.839

Df 78

Sig. .000

Table-7 Rotated Component Matrix

Component

1 2 3 4

Mileage .563

Power(c.c.) .785

Technology .682

Maintenance .746

Pickup .520

Price 812 .

Brand image .580

Design .817

Comfort .467

Style .485

Company image .587

Resale Value .792

Durability .625


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Table-7 Rotated Component Matrix

Component

1 2 3 4

Mileage .563

Power(c.c.) .785

Technology .682

Maintenance .746

Pickup .520

Price 812 .

Brand image .580

Design .817

Comfort .467

Style .485

Company image .587

Resale Value .792

Durability .625

Interpretation:-

The result of KMO (.583) and bartletts test of sphericity (Chi-square 340.839 andsignificance 0.000) indicate that factor analysis done with the 13 attribute. Here the all

the attribute are from the features of bike.KMO test is more than .50 than we can do the

factor analysis further.


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Attribute Factor Loading Importance

Mileage .563

First ConsiderationPrice .812

Resale Value .792

Durability .625

Pickup .520

Highly InvolvementTechnology .682

Style .485

Comfort .467

Brand image .580

Selected choiceDesign .817

Power .784

Maintenance .746Final considerationCompany image .587

Interpretation:-

In this table we can see that there is for importance factor. By this analysis we can get

this answer that is when consumer go for purchasing two wheeler than he/she fist

consider in mileage, price, resale value, durability.

After that the factor comes highly involvement in this the buyer highly involve in thepurchase criteria like pickup, technology, style, comfort.

The third and forth factor importance is for selected people and their must be a final

consideration of the product. Mostlybuyer cant think about it.


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8.4 Chi-square Analysis

1. H0: Kind of two wheeler is independent than annual income.H1:Kind of two wheeler is dependent on annual income.

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 5.668a

3 .129

Likelihood Ratio 5.811 3 .121

Linear-by-Linear Association .423 1 .516

N of Valid Cases 201

Interpretation:-

Here we can see the all analysis regarding this. In this the significant level is .129

which is greater than .05. So it means that the null hypothesis(H0) will be accepted.

By this analysis we can say that there is no dependency between the kind of two

wheeler and annual income.


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2. H0: Engine capacity of two wheeler is independent than Gender.

H1: Engine capacity of two wheeler is independent than Gender.

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


4 .433




Interpretation:-

Pearson chi-square significant is .433 that is greater than .05 that means the null

hypothesis(H0) is accepted.

By this we can say that engine capacity is independent than gender.

3. H0: Brand of two wheeler is Independent than occupation.

H1: Brand of two wheeler is dependent on occupation.

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


35 .455





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Interpretation:- Brand of two wheeler used by the respondent is dependent on occupation or not

that we analyze in this analysis.

The significant level is.455 that is greater than .05 that means null hypothesis is

selected.

By this we can say that the brand of two wheeler is independent than occupation.

3. H0: Purchase decision maker is independent than Education Qualification.

H1: Purchase decision maker is dependent on Education Qualification.

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


35 .093


Linear-by-Linear Association 4.275 1 .039


Interpretation:- Null hypothesis indicates the independent between the purchase decision maker

and the education qualification.

Chi-square significant level is .093 that is greater than .05 it means null

hypothesis is accepted.

By this we can say that purchase decision maker for two wheeler is independent

from education qualification.


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4. H0: Purpose of using two wheeler is independent than the annual income of

respondent.

H1: Purpose of using two wheeler is dependent on annual income of respondent.

Value df

Asymp. Sig. (2-

sided)


15 .337




Interpretation:-

In this analysis we are evaluate that the purpose of two wheeler is independent

from income of respondent or not that we analyze in this.

The significant level is more than .05 that is .337 that means null hypothesis is

accepted.

That means purpose of using two wheeler is independent than annual income of

respondent.

5. H0:Brand of the two wheeler is independent from age of respondent.H1:Brand of two wheeler is dependent on age of respondent.

Value df

Asymp. Sig. (2-

sided)


21 .031




Interpretation:-

Here we can see that the significant level is .031 that is less than .05 that means

alternative hypothesis is accepted.

Now we can say that the brand of two wheeler is dependent on age of buyer.


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Findings


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Findings

In this study I have find many of points or many factors that will useful for Tvs

Motor company ltdIn this report I have study about factors which consumer consider while

purchasing two wheeler.

There is a lack of technical knowledge among Himatnagar consumer about thetwo wheeler thats why they havent consider it much as other.

Mostly in Himatnagar consumer preferred bike that has mileage.

By this study I found that the first consideration of consumer is mileage, price,durability and most important resale value.

Than the factor comes highly involvement in this consumer consider all thenecessary factor of two wheeler i.e. pickup, technology, Style, and comfort.

The third parameter is selected choice in this the consumer select their interestedfeatured two wheeler.

And final choice is of maintenance and company image that is not important forHimatnagar consumer as per this study

From this study I have also found that the reference group play a lead role for

purchasing two wheeler.


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Limitation, Conclusion and

Recommendation


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10.1 Limitation:-

R e s e a r c h work was carried out in Ahmadabad city of Gujarat only; hence

the finding may not be applicable to the other parts of the country because of

social and cultural differences.

The sample was collected using connivance-sampling techniques. As such

result may not give an exact representation of the population.

The views of the some respondent are biased therefore it may not be reflecting

true picture.

Due to restricted sample size of 200 the conclusions derived cannot be

generalized on a broader context.


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10.2 Conclusion:-

Hero Honda has the maximum sale of two wheeler bike in Himatnagar and

second rank followed by Bajaj Auto.

For moped market leader is Honda and followed by Tvs.

Mileage and resale value play key role in buying behavior of people of

Himatnagar.

Most of the youth prefer bike having engine capacity between 100-125cc as it

gives the maximum average to their bike.

Friend and family members are the major source for influencing the purchase of a

new two wheeler.

About 70% of consumers take their own decision to purchase a particular brand of

two wheeler.

Most for people use two wheeler as per their occupation.

The consumer of Himatnagar very price conscious while purchasing a bike.

Performance and price is the most important factor which influences the

purchasing decision.


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10.3 Recommendation:-

From this study I learn lots of about two wheeler industry.

After this study I will recommend that tvs motor must focus on mileage and

performance of the bike as well as moped.

Company should plan for medium budget sport bike for the youth.

Mostly consumer preferred brand bike thats why company should create brand

instead of product.

Tvs motors should for work their innovation and creation department because

their technology and body balance concept create lots of consumer.

Many people is unaware about the new launches of Tvs product thats forcompany should increase TV ad and Paper ad for consumer awareness.

Many consumer purchased Honda active because of their preferred color is not

available in Tvs Wego. Company should make it available for future.


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Bibliography


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Bibliography:-

Books:-

Marketing Research, Seventh Edition, Luck & Rubbin

Marketing Management,13th

Edition, Philip Kottler

Business research methods, 9th

Edition, Cooper Schindler Research Methodology, C.B.Kothari

Website:-

www.tvsmotors.in, official website of Tvs motor company ltd

www.fadaweb.com/itw_industry.html

www.facebook.com/agwantvs

Magazines:-

Business India

Levin R. I and Rubin D.S, (2007) statistical management, 7th

edition published byarrangement with Pearson education inc. and Dorling Kindersley publishing inc.

Automobile New Trend by Mr. Narayan Basar(2011) Journal Of marketing,November addition.
http://www.tvsmotors.in/http://www.tvsmotors.in/http://www.fadaweb.com/itw_industry.htmlhttp://www.fadaweb.com/itw_industry.htmlhttp://www.facebook.com/agwantvshttp://www.facebook.com/agwantvshttp://www.facebook.com/agwantvshttp://www.fadaweb.com/itw_industry.htmlhttp://www.tvsmotors.in/


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Annexure


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: Questionnaire :

Respected sir/madam,

My name is Bilal Luhar. I am a student of Samarth Institute of Management. As a part of

our Summer Internship Project (SIP), I am conducting a research on Factors

influencing on Purchase Decision of Two wheeler in Himatnagar. The information

provided will be for the research purpose only and it will be kept completely confidential.

Thank you.

DEMOGRAPHIC DETAIL:-

Name:-..

Gender: - Male Female

Age: - ..

Occupation:- Government employee

Private employee

BusinessProfession

Student

HousewifeRetired

Other:-..

Education Qualification: Non metric

SSC

HSC

Graduate

Post graduate

Other:--

Annual Income: Less than 1,00,000

1,00,000-2,00,000

2,00,000-5,00,000

More than 5,00,000


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Q:-1 Do you have two wheeler?

Yes No

Q:-2 Which kind of two wheeler do you have?

Moped Bike

Q:-3 which two wheeler have you purchased?

New Second hand

Q:-4 Which companys two wheeler do you have? (Please select only one)

Hero Honda Tvs

Hero (new) Yamaha

Bajaj HondaSuzuki Other:-

Name of Brand (Two wheeler):-

Q:-5 Since how long you ride two wheeler?

Less than 2 year 2 year - 4 year

4 year6 year 6 year8 year

More than 8 years

Q:6 What is the engine capacity of your two wheeler?100cc 100cc-125cc

126cc-150cc 151cc-180cc

More than 181cc

Q:-7 Do you share your two wheeler with whom? (Multiple choice)

Father Brother

Uncle Other

Sister No one

Children

Q:-8 From where have you collected the information about your two wheeler?

News paper TV or Radio

Friends Family

Outdoor media Others: -..


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Q:-9 Who is decision maker for purchasing two wheeler in your family? (Please select

only one)

Father Brother

Self Mother

Sister Wife

Children Other: -..

Q:-10 Main purpose of using two wheeler (Please select only one)

Business School-college

Shopping Wandering

Style icon Office

Q:-11 How frequently you take your two wheeler for maintenance in a year?

Less than 2 times

2 times - 4 times

4 times - 6 times

More than 6 times

Q:-12 Approximate cost of maintenance per time?(Rupee)

Less than500 500 - 1000

1000-1500 1500-2000

2000-2500 More than 2500


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Q:-13 Attributes you would prefer in your two wheeler?

(Please select one box for each attribute to indicate how important it to you)

AttributesImportant

High Medium Low

Mileage

Power(c.c.)

Technology

Maintenance

Pickup

Price

Brand image

Design

Comfort

StyleCompany image

Resale value

Durability(life)

factor influencing on purchase decision of two wheeler-bilal luhar

Documents

wheelerbilal luhar

tvs motor company andmr

project report

theoretical knowledge

project study

bilal sirajuddin luharbatch

report surly helps

practical knowledge