A SUMMER TRAINING PROJECT REPORT ON

“SALES AND DISTRIBUTION OF TVS BIKES ”

Submitted As partial fulfillment for the award of

MASTER OF BUSINESS ADMINISTRAT

2018-2019
CORPORATE GUIDE: SUBMITTED TO
MR. NIKHIL RAY MS.MILAN MALVIVA
(FINANCIAR)

SUBMITTED BY:
UTTAM KUMAR PANDEY
ROLL NO. 1764170053(M.B.A.) 3RD
ASHOKA INSTITUTE OF TECHNOLOGY & MANAGEMENT
VARANASI, PAHARIA SARNATH
DECLARATION
 DECLARATION

I UTTAM KUMAR PANDEY(ROLL No. 1764170053), hereby declare that this

project entitled “SALES AND DISTRIBUTION OF TVS BIKES ” is a bona-
fide record of research work done by me, in partial fulfilment of the requirements
for the award of MBA from ASHOKA INSTITUTE OF TECHNOLOGY AND
MANAGEMENT VARANASI and has not been published anywhere else prior to
this.

(UTTAM KUMAR PANDEY)

ACKNOWLEDGEMENT
 ACKNOWLEDGEMENT

It is indeed a moment of immense gratefulness for me to express my deepest

gratitude to MISHRA TVS for providing me an opportunity to carry out
internship into their company. I also take this moment to express my gratitude to Miss
MILAN MALVIYA, Production manager of the MISHRA TVS under whose guidance I
could conduct my summer training on-
“SALES AND DISTRIBUTION OF TVS BIKES ”.

I am highly indebted and thankful to each and every person who devoted valuable
time out of their busy schedule to fill-up the questionnaire in the time. I am also
thankful to our faculty and classmates for their suggestion and support to
undertake this work and also during the course of study.
PREFACE
 PREFACE

The M.B.A programme is well structured and integrated course of business

studies. The main objective of practical training at M.B.A level is to develop
skill in student by supplement to the theoretical study of business
management in general. Industrial training helps to gain real life knowledge
about the industrial environment and business practices. It provides student a
fundamental knowledge of business and organizational functions and
actives, as well as an exposure to strategic thinking of management. In every
professional course, training is an important factor. Professors give us
theoretical knowledge of various subjects in the college but we are
practically exposed to such subjects when we get the training in the
organization. Through the training I came to know that what an industry is
and how it works. I learned about various departmental operations being
performed in the industry, which would, in return, help me in the future
when I will enter the practical field. Training is an integral part of M.B.A
and each and every student has to undergo the training for 45 days in a
company and then prepare a project report on the same after the completion
of training.
TABLE OF CONTENT
 TABLE OF CONTENT

Serial Particulars Page no.

no.

1. Introduction

2. History of the company

3. Profile of the organization

4. Objective of the study

5. Research methodology

6. Tools for collecting data

7. Sample design

8. SWOT analysis

9. Data interpretation and analysis

10. Findings

11. Conclusion

12. Suggestion

13. Limitation
14. Bibliography

15. Annexure

PART -1
INTRODUCTION
 INTRODUCTION

The TVS Group is one of India's largest industrial conglomerates. TV Sundram

Iyengar and Sons Limited, established in 1911, is the parent and holding company
of the TVS Group.

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. With a workforce of over 5000, 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 300 thousand units a year.

TVS and Sons also distribute Heavy Duty Commercial Vehicles, Jeeps and Cars. It
represents premier automotive companies like Ashok Leyland, Mahindra and
Mahindra Ltd., Fiat and Honda. It also distributes automotive spare parts for
several leading manufacturers.

TVS & Sons has grown into a leading logistics solution provider and has set up
state-of-the-art warehouses all over the country. It has also diversified into
distributing Garage equipment that ranges from paint booths to engine analysers
and industrial equipment products.

The History

1920: the business stared with the landmark if mill and oil mill.

1950: one of partners being educated in the field of engineering with mechanical
and electrical stated with the business in automobiles.

1951: Manic bag automobile came into light, known for dealers in automobile.

1954: Manic bag automobiles got the dealership of MICO and PERKINGS
ENGINES.

ENGINES. 1958: Manic bag automobiles came the big screen by getting the
dealership of Ashok Leyland (heavy commercial vehicles) from hinduja groups.
Along with the dealership of Ashok Leyland, Manic bag even stepped in the
dealership of international tractors.

1959 –60: Started with machine shop in the name of Manic bag garage and
industries.

1983 – 84: Got the dealership of two wheelers from TVS automobiles and started
with dealership of TVS mopeds, later with motorbike-IND SUZUKI, and finally
also with dealership scooterettes… TVS scooty, Suzuki fiero, victor. 1992 - Gave
up the dealership of Ashok Leyland (heavy commercial vehicles) of the hinduja
group and diverting towards TATA MOTORS. Where it had the various types of
vehicles to the customer, LCV-light commercial vehicle, HVC-Heavy commercial
vehicles, MUV-Multi Utility Vehicles, PCD-Passenger Car Division, since from
the year 1998.

Apart from the above-mentioned business diversified taken up by Manic bag

automobiles. It also has the dealership of BOSCH, micro Blaupaunkt (Car stereo)
also runs a pollution check centre approved by the government of Karnataka and
RTO.

Head office of Manic bag automobile if situated in Hubli where it again deals with
TATA vehicles (LCV, HCV, MUV, and PCD). Apart from having the head office,
Manic bag automobiles has it branch office at Ankola and Bijapur also.
TVS GROUP:-

TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if
India’s largest industrial entities it epitomizes Trust, Value and Service.

TVS Motor Company Limited, the third largest two-wheeler manufacture. In India
and among the top ten in the world, with an annual turnover of over USD 650
million.

The year 1980 is one to be remembered for the Indian two-wheeler industry, with
the roll out of TVS 50, India’s first two-seater moped that ushered in an era of
affordable personal transportation. For the Indian Automobile sector, it was a break
through to be etched in history.

TVS Motor Company is the first two-wheeler manufacture in the world to be

honoured with the hallmark of Japanese Quality –The Deming Prize for Total
Quality Management.

TVS Motor Company Limited is one of the largest two-wheeler manufactures and
also among the fastest growing companies in the country. It is the largest
manufacturer of sub 100cc (50cc, 60cc & 70cc category) 2-wheeler in the world.

It has the unique distinction of having sold nearly 4 million the highest ever in
India. It exports its range of products to 17 countries worldwide. Its unrelenting
pursuit of customer satisfaction in all aspects if manufacturing of 2-wheeler is
reflected in over 6 million satisfied owners of mopeds, motorcycles and scooters.
Its 4000 highly motivated employees manufacture high quality vehicles from two
manufacturing plants in Hour and Mysore, with a wide dealer network of around
410.

Products:

Two Wheelers in India was set up as a joint venture between TVS and Dunlop, UK
in 1960. The company supplies wheels as Original Equipment to all major vehicle
manufacturers in the country. Wheels India is entering into collaboration with
Titan, the world leader in off-highway vehicle wheels relating to earthmoving,
construction and agricultural equipment. Manufacturing Plants are located at
Chennai, Tamil Nadu, Rampur, UP and Ranjangaon, Maharashtra. Wheels India
has a workforce of 100.

Products and Service

Wheels for commercial vehicle, cars, jeeps, tractors construction equipment / earth
mover and defence vehicle, wire wheels for export and air suspension systems for
commercial vehicle.

Launched Models:

1. India’s first 2 seater 50cc Moped TVS 50, launched in Aug 1980.

2. First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept

1984.

3. Launched India’s first indigenous Scooterette (sub-100 cc variomatic scooters),

TVS Scooty in June 1994.
4. Introduced India’s first catalytic converter enabled motorcycle, the 110cc
Shogun in Dec 1996.

5. Launched India’s first 5-speed motorcycle, the Shaolin in Oct 1997.

6. Launched TVS Fiero, India’s first 150 cc, 4 stroke motorcycle, in April 2000.

Launched TVS Victor, 4-stroke 100 cc motorcycle, in august 2001; India’s first
fully indigenously designed and manufactured motorcycle.

7. Launched TVS Centra in January 2004, a world-class 4-stroke 100 cc

motorcycle with the revolutionary VT-I Engines for best-in-class mileage. 8.
Launched TVS Star in Sept 2004, a 100 a motorcycle which is ideal for rough
terrain.
 VISION

TVS Motor - Driven by the customer

TVS Motor will be responsive to customer requirements consonant with its core
competence and profitability. TVS Motor will provide total customer satisfaction
by giving the customer the right product, at the right price, at the right time.

TVS Motor- The Industry Leader

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

TVS Motor - Global overview

TVS Motor will have profitable operations overseas especially in Asian markets,
capitalizing on the expertise developed in the areas of manufacturing, technology
and marketing. The thrust will be to achieve a significant share for international
business in the total turnover.

TVS Motor - At the cutting edge

TVS Motor will hone and sustain its cutting edge of technology by constant
benchmarking against international leaders.

TVS Motor - Committed to Total Quality

TVS Motor is committed to achieving a self-reviewing organization in perpetuity
by adopting TQM as a way of life. TVS Motor believes in the importance of the
process. People and projects will be evaluated both by their end results and the
process adopted.

TVS Motor - The Human Factor

TVS Motor believes that people make an organization and that its well-being is
dependent on the commitment and growth of its people. There will be a sustained
effort through systematic training and planning career growth to develop
employees' talents and enhance job satisfaction. TVS Motor will create an enabling
ambience where the maximum self-actualization of every employee is achieved.
TVS Motor will support and encourage the process of self-renewal in all its
employees and nurture their sense of self-worth.

TVS Motor- Responsible Corporate Citizen

TVS Motor firmly believes in the integration of Safety, Health and Environmental
aspects with all business activities and ensures protection of employees and
environment including development of surrounding communities. TVS Motor
strives for long-term relationships of mutual trust and inter- dependence with its
customers, employees, dealers and suppliers

TECHNOLOGY
TVS Motor Company's R&D division has an imposing pool of talent and one of
the most contemporary labs, capable of developing innovative designs.
Committed to achieving total customer satisfaction through Total Quality Control
(TQC), the Company continuously strives to give the customer, the best value for
money.
ECO-FRIENDLY

TVS is committed to protecting the environment. The company's manufacturing

facilities at Mysore have state-of-the-art facilities & air pollution control measures.
Even the suppliers are encouraged to ensure that their products meet eco-friendly
norms.

ALWAYS FIRST

- Launched TVS 50, India's first 2-seater, 50cc moped in Aug 1980.
- First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept
1984.
Launched India's first indigenous Scooterette, TVS Scooty in June 1994.
- Introduced India's first catalytic converter enabled motorcycle, the 110cc Shogun
in Dec 1996.
- Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.
- Launched India's first high performance moped - the XL Super, with a 70 cc
engine in Nov 1997.
- Launched Victor in August 2001, a world-class 4-stroke 110 cc motorcycle.

World-class 4-stroke 100 cc motorcycle with VT-i Engines for best-in-class

mileage.

Subsidiaries of TVS Motor Company

With steady growth; expansion and diversification, today TVS commands a strong
presence in various fields - two wheelers, automotive components, automotive
spares, computer peripherals and finance. The following is the list of different
companies under the group:

 Sundaram Auto Components Ltd

 TVS Energy Ltd
 TVS Housing Ltd
 TVS Motor Company (Europe) B.V.
 TVS Motor (Singapore) Pte. Ltd
 PT. TVS Motor Company Indonesia

Functional Level Strategies:-

Star and Apache - Key volume drivers

"Much of the volume growth is being contributed by the Star and Apache along
with a fillip from the Victor variants. For the period April - October 06, the
company recorded 937,405 units of two-wheelers compared to 770,841 units
recorded in the previous year, at a growth of 22%. The motorcycles during this
period clocked 584,155 units at a growth rate of 30%. TVS Star brand crossed the
1 million sales mark since its launch and with the launch of the electric start variant
the demand for the vehicle has grown further in the coming months. Apache
continues to be in demand and has captured sizeable share in the premium segment
of the motorcycle market."

Brand Building - Focus to sustain

"The company has been spending whole-heartedly in creating its key model
brands. The company plans to capitalize on the sizable success achieved by top
brands in respective segments. The Star, Victor and Apache in respective segments
have done well and all future efforts would be directed towards keeping the brand
image live and fresh by introducing newer variants of the existing successful bikes
Capturing the imagination of people

TVS Motors, the country's third largest two-wheeler manufacturer, launched seven
products in a first-of-its-kind rollout in the Indian automobile industry.

The seven products include a completely new 125 cc motorcycle FLAME, an all-
new 110 cc Star City, an Apache variant with fuel injection technology and the
electric variant of a Scooty.
The other three products were the petrol, CNG and LPG version of a three-wheeler
passenger vehicle that will compete with the Bajaj group, the only player in that
segment. “This is the first step to make the announcement of TVS as a young
Indian multinational company. TVS have done significant amount of hard work in
the last few years and now forthcoming years will mark the emergence of new
TVS," said Venu Srinivasan, chairman and managing director of TVS Motors. He
added that the simultaneous rollouts are a tribute to the engineering skill of the
research and development wing of TVS, making it the first two-wheeler company
to make multiple rollouts in a single day. “Each new rollout signals avowed intent
on the part of TVS to regain market share and momentum within the industry. The
new offerings are targeted at different segments of the two-and three-wheeler
customers with emphasis on superior technology, styling and engine capabilities,"
said Srinivasan.

In its bid to make more environment-friendly vehicle, TVS also announced the
launch of its new CCVTi (controlled combustion variable timing intelligent)
engine, which will be integrated in the newly launched 125cc FLAME. "The
CCVTi engine not only reduces the carbon dioxide but also cuts down carbon
monoxide production by 70 per cent. The Indian auto industry has to make its best
effort to make a green revolution," said Srinivasan.

"The auto industry has to make its best effort to make a green revolution by
developing the technology of the future," said Srinivasan. The TVS chief added the
company has plans for a "hybrid vehicle" but it would take a long time as the cost
is significantly high and the market is niche.

TVS Motor has set the stage for entry into the three - wheeler market with the
setting up of a new plant at Nanjangud, near Mysore in Karnataka. We understand
that the company would be targeting the sub - one tonne passenger and goods
carriers segment of the market. It will cater to both passenger and cargo segments
with an investment of about Rs. 50 crore in phase-I. The total investment for the
three - wheeler and four - wheeler quadricycle project are expected to be in the
range of Rs 500 crore in the next 2 to 3 years. It plans to go with the petrol version
of three wheelers and expects higher demand to come from B class towns.
Customer satisfaction and quality

The continued improvement in quality of its products has resulted in the company
winning several quality awards as well as bringing in more value for its customers.
TVS was the first Indian company to win Deming Quality Award. Company's
adoption of Total Quality management has made this possible. Company has
adopted policy of employee involvement in the best possible manner. Large
number of quality circles has been formed. Equal attention has been given to both
process and end product. Every employee ranging from manager to worker has a
say as to how the quality can be improved. TVS has always focussed on business
reengineering. Philosophies like JIT have enabled TVS to manufacture the product
in the most efficient manner. This is one of the strategic advantages that TVS
enjoys over its competitor in the market.

Increasing nationwide network and reach

TVS Motor Company is aggressively increasing its national reach of its sales and
service footprint through increased national network for customer access.
Currently the products of the company can be purchased and serviced from over
4000 points.

Creating goodwill in the market - Serving the society

This extended arm of the company believes in social responsibility and has
involved itself in several community development initiatives that have significantly
 improved the standard of living of the people in 51 adopted villages across the
country. The CSR activities of TVS focus on following fronts of the society:

 Economic development - The program enables people below the poverty line in
these adopted villages to earn their livelihood by involving them in activities that
generate income.

 Health - Health is one of the main focus areas of the Srinivasan Services Trust.
Dental care camps; eye camps, health check-up and nutrition programs are
conducted. The initiative also focuses on primary health, maternal health, child-
care and leprosy eradication.
 Infrastructure Development - The Company is actively involved in the community
development of the villages by providing infrastructure facilities such as housing,
sanitation, roads, drains, bus shelters, medical centre and natural resources
management.

 Rebuilding Quake Hit Villages - Supported by Rural Agro Research &

Development Society and Kutch Nav Nirman Abhiyan, the Company has rebuilt
"Goyersama" a village in the District of Gujarat, which was hit by an earthquake of
unprecedented scale and magnitude on 26th January 2001.

 Education and Literacy - In addition to providing infrastructure facilities like new

buildings for school, the Company helps establish computer education programs
for school children. The Srinivasan Services Trust has successfully achieved 98%
primary school enrolment in the adopted villages.
 Operational Strategy of TVS Motor

Inventory management

TVS Motors has adopted the JIT technique. Quality and productivity improvement
targets of plants were achieved through the lean manufacturing systems and JIT
projects. Significant improvements were achieved in productivity, quality and cost
through application of Total Productive Maintenance (TPM). Lean and TPM were
two key initiatives undertaken under the TQM umbrella for rapid improvements in
quality, productivity and cost. The initiatives on e-buying and global sourcing
resulted in substantial cost savings.

Quality management

Total Quality Management (TQM): The Company has been using the philosophies
of TQM as the cornerstone of its management since 1987. Based on the "TVS
Way" manual created in 2010-11, diagnosis was conducted to refine the
understanding and application of different processes in 2011-12. Focus on
application of statistical tools in problem solving and improved rigor in analysis,
helped in completion of continuous improvement projects which yielded good
results. These projects have also won awards both in national and state level
competitions. The Company has continued to benefit from 100% participation of
employees in TQM activities, for the sixth year in succession.

The employees have completed & presented more than 1800 projects through QC
Circles and Cross Functional Teams for the year 2011-12 towards achieving
Company / Department objectives. During 2011-12, the Company received and
implemented an average of 54 suggestions per employee. The Company’s QCC
teams participated in state / national / international level conventions and were
recognized with "par excellence" awards.

Research and development

The Company's strong Research and Development (R&D) team is supported by

modern computer aided laboratory, capable of developing new and innovative
products. It has state-of-art facilities for engine testing, Noise, Vibration and
Harshness (NVH) measurements and life testing. At present, nearly 600 engineers
are working on development of new products and in other advanced areas of
technology. The Company works with leading technological research laboratories
and institutions. The Company is also working on development of fuel-efficient
technologies and CO2 reduction technologies to remain ahead of needs of
consumers and environment regulations.

R&D has developed and launched 3-wheelers with alternate fuels like LPG and
CNG. India's first motorcycle with auto clutch technology, a motorcycle which
runs on ethanol blended fuel for Brazilian market, a two wheeler with music
system for ASEAN market are the innovations in the current year. R&D has
developed and demonstrated a motorcycle with Anti-Lock brake system
technology, a scooter and a 3-wheeler with hybrid technology. R&D has also
ensured that during 2010-11 all products will meet new emission norms.
R&D team has so far published 58 technical papers in national and international
conferences.

Changing technology when needed

After the controversial legal duel with Bajaj Auto on ignition technology, TVS
Motors launched its 125cc motorcycle 'Flame' with a new and modified engine. It
incorporated a single-spark ignition engine based on controlled combustion
variable timing intelligent (CC-VTi) technology.

The engine has been developed and patented by Austria-based AVL and has been
licensed to TVS in India. AVL is the world leader in internal combustion engine
technology and develops power train systems. It is a leading provider of
technology to the global engine and automotive industry.

The 125cc segment has blurred the line between the 100cc and 125cc segments and
it has been reckoned as the new entry level of the bike riders, considering the
element of youth and style attached to it. TVS Motors, considering this approach
and segment and its increasing wide acceptance, has pitched 'Flame' against the
current rage, 'Bajaj Exceed'.

It is the combination of two factors, which would determine the acceptance of

'Flame'. First, it is the time and then there are the features. Flame comes with the
already accepted single-spark ignition. Its launch was to coincide with the 'Exceed'.
However, due to a legal duel with Bajaj Auto, its launch was delayed. In this span,
the Exceed has been branded and promoted as a motorcycle having premium
features (mileage-108km and disc brakes). Hence, a lot would depend on the
company's branding strategy and Flame's fight with the features present in the
Exceed (almost of a 150cc bike). TVS Motors’ OPM has been hovering around 4-
5%.

Launch goods carrier, gearless scooter

TVS Motor Company Ltd has ventured into commercial vehicle segment with
launching TVS King 200cc three-wheeler. It was also said that the company would
launch a gearless scooter, a segment that is logging growth even when the
motorcycles are registering slide in sales.
Apart from the domestic market, TVS Motor will also export its TVS King to
countries like Sri Lanka, Bangladesh, Latin America, Nigeria and others.

TVS motors, the Deming medal-winning company, which has a turnover of

Rs.39.28 billion ($969 million), has invested around Rs.1.2 billion in developing
its two-stroke three-wheeler in three versions - petrol, LPG and CNG.

"There is lot of commonality of components between our three-wheeler and two-

wheeler engines. There will be around five-seven percent cost savings due to
common parts," Srinivasan said.
 Product profile

TVS Apache RTR 160

Design and feature:

TVS gave new lines to the motorcycling industry of India by introducing the
Apache series. These machines are highly competent whether its performance or
appearance, the series can easily dominate its rivals. Being one of the most
exquisite offering by the manufacturer, the top model of the series also boasts of
Anti-lock braking system which is a unique feature in its segment. The pleasant
part of the motorcycles is that they are affordable, thrilling and made for streets.
One can commute, race and even can perform stunts on these little maniacs.

TVS Apache RTR series is assembled on Double Cradle SynchroSTIFF chassis

that remains rigid and helps the rider to challenge the extremities of the bike.
Rolling the machine are the 90/90 x 17" front and 110/80 x 17" rear tubeless tyres
that sport all black 6-spoke alloy wheels. The wheels are equipped with 270mm
petal disc brake at the front and 200mm petal disc brake at the rear. Though, disc
brake is optional for the 160cc variant and 130mm drum brake is standard.
Moreover, Anti-lock braking system is also available for the 180cc variant.
Telescopic forks are equipped to the front wheel while monotube Inverted Gas-
filled shox (MIG) with spring aid are located at the rear.

Engine and performance:

TVS Apache RTR 160 is loaded with a 159.7cc, single cylinder, 4-stroke engine
that is coupled to a 5-speed transmission system. The motor is tuned to generate a
maximum power of 15.2bhp at 8,500rpm with a peak torque of 13.1Nm at
4,000rpm. The top speed attained by the machine is 118kmph.
TVS Apache RTR 180 ABS houses a 177.4cc, single cylinder, 4-stroke engine that
is configured to churn out a maximum power output of 17.03bhp at 8,500rpm and
a topmost torque of 15.5Nm at 6,500rpm. The top speed of the bike is 124kmph.

The manufacturer has equipped the machines with IDI-Dual mode digital ignition
that swiftly ignites them with a touch. The bikes get a large 16 liter fuel tank
capacity to run hundreds of kilometers at one go.

Breaking and handling:

TVS Apache RTR series is compact, fast and ready to race each time one turns the
ignition on. The bike has lightweight to handle it nicely. The dimensions of the
bike are also genuine enough to perform various exciting stunts. Braking of the
machines is also responsive with the disc brakes at both the ends. Though, Apache
RTR 180s enjoy the presence of Anti-lock braking system. The handling could
have been better with the incorporation of wider tyres.

Safety and features:

TVS Apache RTR series is compact, fast and ready to race each time one turns the
ignition on. The bike has lightweight to handle it nicely. The dimensions of the
bike are also genuine enough to perform various exciting stunts. Braking of the
machines is also responsive with the disc brakes at both the ends. Though, Apache
RTR 180s enjoy the presence of Anti-lock braking system. The handling could
have been better with the incorporation of wider tyres.

TVS Jupiter:

Design and feature

The TVS Jupiter follows the 110cc scooter formula set by the Honda Activa but
there are few design distinctions. It has sharp edges in all the right places to give it
a chiselled and lean look. We also like its five spoke 12 inch alloy wheels that are
finished in black and give the scooter a dose of sportiness. The scooter gets handle
bar mounted headlamp while the clear lens turn indicators have been neatly
integrated to the apron with chrome garnishes.

At the back, the Jupiter features a full LED tail lamp unit that is combined with
clear lens blinkers and endow the scooter with a distinct tail unit. Talking about
instrumentation, it's easy to read analogue cluster consisting of speedometer,
odometer and fuel gauge along with Economy and Power modes and the usual tell-
tale lights. Switch gear quality is also among the best for scooters and it also
features pass light switch. The Jupiter also gets a reserve fuel indicator and has its
fuel filler cap on the outside but having to use the key on the side panel to open it
takes away from the convenience bit somewhat. It also features mobile charger as
an optional extra while the under seat storage has enough space to store a half-face
helmet.

Engine and performance:

TVS Jupiter is one of the best-selling scooter in the company’s portfolio which
gets its power from a 109.7cc, air-cooled, OHC single cylinder, four-stroke engine
that comes linked to an automatic transmission system. The motor develops a
maximum power of 7.88PS at 7500 rpm along with a peak torque of 8Nm at 5500
rpm. The refined mill is further aided with Digital IDI with Ignition Map
Technology that ensures an undelayed ignition and power delivery. Talking about
performance, the scooter sprints from 0 to 60kmph in just 7.2 seconds and hit a top
speed of 85kmph. The Jupiter feels aptly powered to be a good runner in city with
good mid-range. The CVT transmission though takes a bit of time to engage which
increases is its acceleration timing.

Braking and handling:

The riding posture is upright with high mounted handlebar and there is lot of
footboard space. TVS Jupiter has a front (90/90-12) and rear (90/90-12) sticky
tyres mounted on large 12-inch stylish alloy wheels. The large diameter wheels not
only increase stability at high speeds but also contribute in making the scooter
more flick-able in city traffic. The tyres are tubeless that offer ample traction. The
manufacturer has armed the Jupiter with 130mm drum brakes at the both ends,
which works very well and provide sound stopping power. The Jupiter MillionR
edition received disc brakes and we hope that TVS makes them optional across the
range. The suspension system comprises of telescopic forks up front and hydraulic,
gas-filled shock absorbers at the rear that ensures comfortable and stress-free ride.

Safety and feature:

The scooter has a highly luminous 12V-35/35W headlight at the front that
illuminates the road well in the dark, thereby ensuring a proper and good visibility.
The pass-by switch ensures easy and safe overtaking. Moreover, it has also sports a
parking brake that cut down the chances of unintentional sliding or rolling. The
key shutter lock prevents the chances of theft by covering the keyhole with a
strong, tamper-proof cover.

TVs scooty pep-first love

A sleek duo-tone body. Body colored coordinated mirrors. A smiley headlamp.
Winky indicators. Looks even better with you on it.
 POWER

75cc 4stroke engine to pep up your ride. A bigger, more comfortable seat for two
and strong hydraulic shock absorbers for a smoother ride.

 TECHNOLOGY
A unique power/economy mode for extra mileage. An auto reserve fuel tap. No
more turning knob from main to reserve. Auto chokes for instant starts. Every
time.

 SAFETY
Puncture Resistant Tyres that come with a special sealant inside, minimizing
chances of a flat. A side stand alarm that beeps if you forget to take off the stand.
Multi focal reflector headlamp and side reflectors for enhanced visibility. Now all
you need is an equally funky helmet and you” re all set to pep.
Major Factors Influencing Consumer Behaviour

Consumers buying behaviour is influenced by cultural, social, personal and

psychological factors.

Cultural Factors

Cultural factors exert the broadest and deepest influence on consumer

behaviour. The roles played by the buyers culture, subculture and social class
are particularly important.

o Culture
Culture refers to that complex whole which includes in it knowledge, beliefs,
art or anything man acquires as a member of society.

o 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.

o 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.
Social Factors

o Reference Groups
A persons reference groups consists of all the groups that have a direct or
indirect influence on the person’s attitudes or behaviour.

o Family
The family is the most important consumer buying organization in the society
and it constitutes the most influential primary reference group.

o Roles and statuses

A person participates in many groups, family, clubs, organizations etc. The
person’s position in each group can be defined in terms of role and status. A
role consists of the activities that a person is expected to perform. Each role
carries a status.

Personal Factors

o 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.

o Occupation and economic circumstances

Occupation also influences a person’s consumption pattern.

Product choice is greatly affected by economic circumstances; spendable

income, savings and assets, debts, borrowing power and attitude toward
spending versus saving.
o Lifestyle
People from the same subculture, social class, and occupation may lead quite
different lifestyles. A lifestyle is the person’s pattern of living in the world
expressed in activities, interests and opinions. Lifestyle portrays the world
person interacting with his or her environment.

o 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.

Psychological Factors

o 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 the person to act.

o 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.

o Learning
 When people act they learn. Learning involves changes in an individual’s
behaviour 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.

o Beliefs and attitudes

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

TVs motor company

TVS Suzuki became the first Indian company to introduce 100 cc Indo-Japanese
motorcycles in collaboration with Suzuki Motor Company. Having amicably
parted ways TVS Motor Company continues to manufacture highly reliable
mopeds, motorcycles & scooters. TVS have one of the most comprehensive line-
ups of motorcycles. The 2 Stroke Max 100 range provide the entry level. The new
TVS Centra and the latest TVS Victor GLX 125 both use the new VT-i (Variable
Timing Ignition) to good effect.

The Indian two- wheeler market has a size of over Rs100,000 million with the
sales of more than 3.7 million units in 2000-01 and has been growing at 7% CAGR
over 1997-2001. TVS Suzuki Ltd (TSL) is one of the three companies that account
for more than 80% of the industry. The company has 23% market share in
domestic two-wheeler industry. TSL is present in all the three leading segments of
the 2-wheeler market viz; mopeds, motorcycles and scooters. The company is
India’s largest manufacturer of mopeds with a market share of 66%, and dominates
the southern parts of India. It is also a market leader in the fast growing vario-
scooter (Scooty) market with a market share of 34%. In FY01, motorcycle sales
contributed to 53% followed by sales in mopeds to 24% of total sales of Rs
18,408.2mn. TSL’s first 4-stroke premium segment motorcycle ‘Suzuki Fiero’ has
achieved about 3% market share within the first year of its launch. Most recently
the 19-yr old JV with Suzuki Motor Corporation (SMC) has fallen off and TVS has
been renamed as ‘TVS Motor Company Ltd.
The Indian two-wheeler sector contributes the largest volumes amongst all the
segments in automobile industry. Though the segment can be broadly categorized
into 3 sub-segments viz; 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. The market primarily comprises five players in the
two-wheeler segment with most of the companies having foreign collaborations
with well-known Japanese firms earlier. But with most of the companies now
planning 100% subsidiaries in India, a few JV’s have fallen out.

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. 4-stroke motorcycles are now replacing all new vehicles.
Reduced excise duty and fierce competition has led to a fall in prices of certain
models.

TSL has been the largest manufacturer of mopeds, which are predominantly
prevalent as a means of low cost transportation and provide a tremendous potential
in all the parts of India. However the company is likely to face threat from
domestic competitors viz; Bajaj Auto Ltd (BAL) which would continue its price-
based competition and Honda Motorcycles and Scooters Ltd (HMSL) a new
entrant in the 2-wheeler market. Since the two-wheeler industry has grown
vigorously in the past, there has been excess capacity and cost pressures will lead
to reduce margins. The removal of quantitative restrictions has also led to a threat
from the Chinese players. In addition to this there has been a decline in the demand
for mopeds, which is matter of concern for the company. Consequently, the
company has been planning to launch a range of 4-stroke vehicles covering all
segments over a period of time. Of late, TVS has been able to produce 100cc 4-
stroke motorcycles indigenously and none of the company’s fast selling 2-wheelers
have a major Suzuki contribution.
 AWARDS Deming Award

TVS Motor is the third Indian company to win the Deming Prize. Only two other
TVS companies have managed this before.

It's been a long time since the Union of Japanese Scientists and Engineers
instituted the Deming Prize. But very, very few organizations outside Japan have
had the honour of receiving it. In fact, the TVS Motor Company is the world's
first motorcycle company to be awarded the prize.

As for the TVS Group, it's a third. Sundaram-Clayton Ltd. (Brakes Division) and
Sundaram Brake Linings Ltd. have already won it. The Deming Prize is the
ultimate confirmation of our commitment to quality control. A confirmation known
to every TVS rider across the country.
PART 2
 Objective of study

 To identify the existing competitors of TVs.

 To find out the existing strategy of the competitors of TVS
 To find out the drawbacks of strategy of TVS
 To figure out strategy of automobiles companies in comparison to TVS.
 SCOPE OF THE STUDY

 To determine effectiveness of advertisement media as a strategy used by

TVS Motors Company

 The economy and the increasing exposure levels of this new target audience,

power and styling are now as important as comfort and utility.

 The marketing pitch of scooters has typically emphasized reliability, price,

comfort and utility across various applications. Motorcycles, on the other

hand, have been traditionally positioned as vehicles of power and style,
which are rugged and more durable.
 These features have now been complemented by the availability of new

designs and technological innovations.

 Given this market positioning of scooters and motorcycles, it is not

surprising that the new set of customers has preferred motorcycles to

scooters.
 They are well positioned to capture the rising demand.

 Scooters are perceived to be family vehicles, which offer more functional

value such as broader seat, bigger storage space and easier ride.
  Nevertheless, the past few years have witnessed a shift in preference towards

gearless scooters (that are popular among women) within the scooters
segment.
 Motorcycles, offer higher fuel efficiency, greater acceleration and more

environment friendliness.
 Given the declining difference in prices of scooters and motorcycles in the

past few years, the preference has shifted towards motorcycles.

 Thus, the customer is willing to pay an up-front premium while purchasing a

motorcycle in exchange for lower maintenance and a relatively higher resale

value.

Subsidiaries of TVS Group:

TV Sundaram lyengar and Sons Limited operates through the three following
divisions:

TVS Sundaram Motors Madras Auto Service

1. TVS and Sons distribute Heavy duty Commercial Vehicles, Jeeps and Cars. It

Represents premier automotive companies like Ashok Leyland, Mahindra and

Mahindra ltd. Fiat and Honda. It also distributes automotive spare parts for several

leading manufacturers.

2. TVS & Sons has grown into a leading logistics solution provider and has set up

state-of-the-art warehouse all over the country. It has also diversified into
Distributing Garage equipment that ranges from paint booths to engine analyses
and

Industrial products.

3. Sundaram Brake Linings Limited- First Indian company to manufacture asbestos

Free brake linings, woven clutch facings and disc pads for automotive applications.

4. Sundaram Fasteners Limited- India’s largest manufacturer of radiator caps to

GM in USA.

5. Sundaram Finance Limited – Leading consumer finance company in India.

6. Sundaram Industries Limited - with a reputation built over five decades,

comprises several division: custom moulded rubber products, tyre service and
coach building. Also specializes in refrigerated trucks and bunk beds.

7. Sundaram Clayton Limited - Sundaram Clayton Limited was established in 1962

in collaboration with Clayton Dewandre Holdings Plc. (WABCO Automotive)

Pioneering the manufacture of air brake systems in India. SCL enjoys a major
share

Of the Indian OEM market as well as the domestic aftermarket, which it caters to

Through a strong and well spread-out distribution network SCL-Brakes division is

the first company in India and fourth company outside Japan to win the Deming

award for achieving distinctive performance improvements through TQM.

8. Sundaram Motors – Major dealer for Indian and foreign cars in South India and

foreign cars in South India. Established in 1966, Sundaram Fasteners Limited

(SFL) is today the largest manufacturer of high tensile fasteners in India. SFL is

also the principal supplier of radiator caps to General Motors, North America.

Powder metal parts include rotors & gears, shock absorber components, value train

components, structural components and bushes. Cold extruded parts include gear

blanks transmission parts, cams, starter sleeves & pinions and CV joint parts. The

Radiator caps range includes oil filter caps and fuel filter caps, both metallic and

Plastic.

Branched off into three divisions:-

TVS MOTOR COMPANY Rubber Division started in 1962, manufactures

moulded rubber products for the export and inland markets.

Coach Division, started in 1960, has its main plant in Madurai with two branches.
It

Employees about 900 persons.

Tyre Service Division, with 28 branches and a workforce of 600: Sundaram

Finance and associate companies promote Trans energy Limited.

It was incorporated in 1981 in technical collaboration with deltec Fuel System BV,
Holland, internationally fuel charging systems for Internal Combustion Engines
using Gaseous Fuels as LPG (Liquefied Petroleum Gas) and CNG (Compressed
Natural Gas).

The factory and R&D Unit are located at Chennai.

A JV established in 1995 by T V Sundaramlyehgar& Sons Limited, Asia Match
Company Limited, Ashok Leyland Holdings Limited, Ashok Leyland investments.

Limited from India with Worldwide Enterprises Pvt. Ltd of Sri Lanka. The
commercial operations were commenced from 1997 and the Company has
established a vast network of over 60 dealers across the length & breadth of the
Country.

Initially the focus was ondistribution of genuine replacement parts from Ashok
Leyland and Tata commercial vehicles from Quality auto component
manufacturers from India, the JV is now looking at expanding the scope of
distribution to cover distribution of spare parts for Japanese vehicles also.

The core strength of the company is its large supplier base from India and

vast network of dealers.

TVS Interconnect System Limited was incorporated in the year 1999. The
company has its manufacturing facility located at Madurai. The Business
Development and Marketing.

TVS MOTOR COMPANY Fuctions are head quartered at Bangalore. The

regional marketing offices are located at Bangalore, Hyderabad, Mumbai and
Delhi.

Manufacture and assembly of Electronic connectors, Rf Coax Product, Cable

Assembiles, Fiber optic Products and accessories.

Company Network:

TVS Motor Company has one of the most extensive network with over 500 dealers
and 2500 Customer touch points.
We are the first in the two-wheeler industry to measure customer satisfaction,
audited by external consultants of international repute.

We have taken care to standardize facilities across all customer touch points. Up
gradation of faculties and continuous improvement in all processes is given
importance. The company also takes an active part in imparting training and
capability building in all areas including sales, service and business management.
All our dealers are connected through the extended network of SAP, ensuring
operational efficiency.

Supply Chain Management

Forming the inner of the extended TVS family; our suppliers are involved at every
stage of product development.

We extend core values and best practices to all our suppliers. Through continuous
taining forums we impart TPM (Total Productivity Maintenance) and JIT (Just in
Time) practices.

TVS suppliers are committed to quality through continuous improvement and up

gradation of processes. This has helped them obtain prestigious international
certifications like ISO 9000, QS 9000 & TS 16949.

The TVS Motor Company R&D team has a strong pool of technical talent
supported by state-of-the-art infrastructure capable of developing new and
innovative designs. Currently, more than 400 engineers work on developing
radically new products and cutting edge engine technologies. Our R&D team has
developed the revolutionary Variable Timing Intelligent (VT-i) Engines, one of the
most innovative technologies developed in the two wheeler industry.
TVS R&D Engineers have published multiple technical papers in international
conferences on engine and vehicle technologies. They also have a number of
patents to their credit.

Quality is the way of life

At TVS Motor Company, every department works in tandem to produce quality

product. The people from the pillars of support, strengthening the overall quality
standards and moving towards total customer satisfaction.

In our quest to achieves world class levels in quality as well as improvements in

design and processes, the company has formed special task forces to monitor
quality related performance. The basis tents of TQM, including daily work
management, Policy management, Kaizen (continuous improvement), training and
standardization are followed across our organization.

Acknowledges by the Japanese for Quality. We at TVS Motor Company are proud
to have been awarded the prestigious and coveted Deming Prize, instituted by
JUSE (Union of Japanese Scientists and Engineers). TVS Motor Company in the
only 2-wheeler company in the world to have received this award.

TVS Motor Company was also awarded the prestigious “TPM Excellence award
First category” by Japan Institute of Plant Maintenance (JIPM), rated as the
benchmark in TPM excellence in India.

Social responsibility

This extended arm of the company believes in social responsibility and has
involved itself in several community development initiatives that have significantly
improved the standard of living of the people in 51 villages across the country.
Economic development

The program enables people below the poverty line these adopted villages to earn
their livelihood by involving them in activities that generate income.

Health

Health is one of the main focus areas of the Srinivasan Service Trust. Dental care
camps; eye camps, health check-up and nutrition programs are conducted. The
initiative also focuses on primary health, maternal health, child-care and leprosy
eradication.

Infrastructure Development

The Company is actively in the community development of the villages by

providing infrastructure facilities such as housing, sanitation, roads drains, bus
shelters, medial centre and natural resources management.

Rebuilding Quake Hit Villages

Suppurated by Rural Research & Development Society and Kutch

NavNirmanAbhiyan, the Company has rebuilt “Goyersama” a village in the
District of Gujarat, which was hit by an earthquake of unprecedented scale and
magnitude on 26th Jan 2001.

Education and literacy

In addition to providing infrastructure facilities like new building for school, the
Company helps establish computer education programs for school children.

The Srinivasan Service Trust has successfully achieved 98% primary school
enrollment in the adopted villages.
The performance in January 2006 represents the shape of things to come in the
coming months.

While the performance of new brands launched last year, in particular, StaR City

continue to beat expectations, TVS Apache, the new 150 cc motorcycle in the
premium segment promises to be a winner as it has already won several coveted
awards for its overall performance and style.

TVS StaR City is amongst the few bikes that have crossed the sale of 50,000 units
per month StaR City has enabled the company to make significant inroads in the
economy segment of the motorcycle market.

TVS Scooty recorded 17,957 units in January 2006 compared to 14,724 units in the
same period last year recording a growth of 22% Scooty Pep+ won the best
“Scooter of the year award 2006” by OVERDRIVE and it continues to be a
dominant plyer in the ungeared scooter category.
 RESEARCH
METHODOLOGY
 Meaning of Research

Research is a common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on a
specific topic. In fact, research is an art of scientific investigation. The Advance
Learner’s Dictionary of current English lays down the meaning of research as “A
careful investigation or inquiry especially through search for new facts in any
branch of knowledge.” Redman and Mory defines research as a ”Systematized
efforts to gain new knowledge.” Some people consider research as a movement, a
movement to from the known to unknown. It is actually a voyage of discovery. We
possess the vital instinct of inquisitiveness for, when the unknown confronts us, we
wonder and our Inquisitiveness make us probe and attain full and fuller
understanding of the unknown.
 RESEARCH DESIGN
The research design is the determination and statement of general research
approach of strategy adopted for the particular product. It is the heart of the
planning which the design adheres to the research objected which will ensure
that the needs will be served. My study is based on Descriptive Research as it is
invested to produce accurate descriptive of various relevant to the decision faced
without demonstrating that some relationship exist within variable. It is used to
measure the behaviour variables of people of subject who are under the study.

The research undertaken was descriptive research in nature. The emphasis was
made to understand the nature and the expectations of the customers.
SAMPLE
 SAMPLING TECHNIQUES

The type of sampling that was carried out was probability (convenience) sampling
due to limited resources available.

In non-probability sampling, I have chosen RANDOM sampling. Because this was

best sampling method to do market survey. On the other aspect, to cover all
consumers in Varanasi was easy task.

SAMPLE SIZE

The total number of these selected persons is called sample size. In this case, study
sample units 100
 DATA COLLECTION METHOD

COLLECTING THE DATA

 Primary data

 Secondary data

Primary data:

Through survey researcher obtains primary data directly from the Reader through
following method.

 Questionnaires:-

Research’s instrument is questionnaires for collecting the primary data. This is

very common and flexible instrument.

Through Questionnaires:

Researcher collects most of the data through questionnaires; researcher went to the
consumers and requested them to fill the questionnaires.

Secondary data:

 Through Company Profile

 Through Newspapers

 Through Magazines
Limitation
 LIMITATIONS

 Small Sample size:

In my survey, I have taken a sample size of 100 customers, but only with
these samples I can’t make a proper conclusion.

 Time Constraint:
Time for this project is not sufficient. As I go for the survey at the dealership
then time for completing and filling the questionnaires is not sufficient.

 Sample Area:
The study was conducted in Varanasi. It was limited to particular city.
DATA ANALYSIS AND
INTERPRETATION
 PURCHASE OF 2-STROKE AND 4-STROKE BIKES:

Bikes No. of Consumers % age

2-strokes 17 17%

4-strokes 83 83%

TOTAL 100

Bike Strokes
100
80
60
40
20
0
2- strokes 4- strokes

Bike Strokes

INTERPRETATION:
 Most of the consumers i.e. 83% want to purchase a 4-strokes bike.

 Whereas, 17% consumers want to purchase a 2-strokes bike.

RESPONSE OF THE CONSUMERS REGADING MODELS AND COLOURS:

Company No. of models & colours %age

Hero 35 35%

Bajaj 15 15%

TVS 40 40%

Yamaha 10 10%

TOTAL 100 100%

no of model & colour

INTERPRETATION:
10%
1st Qtr
35%
2nd Qtr
3rd Qtr
40%
4th Qtr
15%
 Interpretation

 Most of the consumers i.e. 40% like colours and models of TV’s motorcycles.

 35%consumers like colours and models of Hero .

 15% consumer like colour and model of bajaj.

 10% consumer like colour& model of Yamaha.

PREFERENCE FACTOR:

Features of bikes No. of consumers % age

Power 35 35%

Mileage 55 55%

Low maintenance 10 10%

Total 100 100%

 NO OF CONSUMERS

10%

35% 1st Qtr

2nd Qtr
3rd Qtr

55%

INTERPRETATION:
 40 % consumers prefer mileage in their bike.

 48 % consumers prefer power in their bike.

 12 % consumers prefer low maintenance in their bike.

PREFERENCE OF BIKE REGARDING CC:

Prefer CC of bikes by consumers No. of consumers % age

100-125cc 25 25%

125-150cc 55 55%

150cc & above 20 20%

Total 100 100%

no o consumer

20%
25%
1st Qtr
2nd Qtr
3rd Qtr

55%

INTERPRETATION:
 Most of the consumers i.e. 55% like to purchase the bike in between 125 cc and

150 cc.
 And 25% of consumers like to purchase the bike in between 100 cc and 125 cc.

 Whereas, rest 20% of consumers like to purchase the bike in 150 cc and above.

FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR:

Factors No. of Respondents %age

Price 25 25%

mileage 30 30%

Looks 20 20%

Brand Image 25 25%

total 100 100%

 no of respondent

25% 25%

1st Qtr
2nd Qtr
20% 3rd Qtr
30%
4th Qtr

INTERPRETATION:
 20% consumers out of 100 are influenced by Looks Factors.

 25% consumers out of 100 are influenced by price factor.

 30% consumers out of 100 are influenced by mileage.

COMPARATIVE ANALYSIS:

Brand Name No. of consumers %age

Yamaha 20 20%

Hero 40 40%

Bajaj 15 15%

TVS 25 25%
 total 100 100%

no of consumer

0%
20%
25% 1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
15%
5th Qtr
40%

INTERPRETATION:

 40% respondents out of 100 consumers like to purchase Hero .

 15% respondents out of 100 consumers like to purchase Bajaj.
 25% respondents out of 100 consumers like to purchase TVS.
 20 % respondents out of 100 consumers like to purchase YAMAHA.

POST PURCHASE ANALYSIS:

Post Purchase Behaviour No. of consumers %age

Full Satisfied 25 25%

 Satisfied 35 35%

Dissatisfied 40 40%

TOTAL 100 100%

no of consumer

25%
40%
1st Qtr
2nd Qtr

35% 3rd Qtr

INTERPRETATION:

 Only 25% consumers are full satisfied with their bike.

 Whereas 35% and 40% consumers are satisfied and dissatisfied with their bike

respectively.
FINDING
 FINDINGS

 The age group 20-25 years figures out to be very much aware regarding 4-

strokes bikes
 Warranty/Guarantee never influenced any age for the purchase availability of

spare part is considered most important

 Mileage was given top priority

 Gift schemes and finances are not much influensive

SUGGESTIONS
 SUGGESTIONS

 The best target market for any new product is 20 to 35 yrs.

 Before the launch an aggressive advertising must be carried out in order to

inform the consumer about the new bike

 The media adopted for such purpose should be electronic as it is wildly

accepted
 Continuous innovation in product process and services too are recommended to

get the competitive edge

 Nicely designed and fuel efficient vehicle is must to find better prospects and

widen its market

 Easily available spare parts at reasonable price backed by efficient sales as

competitions
 An eye on competitors policies and review of its own according to changing

market condition will help in formulation of effective strategies from time to

time
 The pricing TAG which BAJAJ is going to put on its bikes should not be more

Rs.35,000 – 50,000 in any case, because it is the price which is going to

determine the success of the product
 Through demonstration in rural area so that they can get specification of bike
CONCLUSIONS
 CONCLUSIONS

 From the analysis of the data, it can be concluded that the TVS& Hero

Motocorp motorbikes are most familiar by people.

 TVS bikes are more have goods looks rather than another

 TVS bikes does not provide good mileage in comparison with all

product(TV’s star sport)

 The cost of TVS bikes are more affordable rather than another
BIBILOGRAPHY
 REFERENCES

In this project while finalizing and for analysing quality problem in detail the
following books, magazines and websites have been referred.

Books Consulted:

 Marketing Management – Philip Kotler

 Research Methodology – Kothari

 Business Statistics – S.P. Gupta

Magazines Consulted:

 Indian Journal of Marketing

 IBAT Journal of Management

 Journal of Indian Management & Strategy

 Auto Expo of India

Newspapers:

 Hindustan times

 Times of India

 The Hindu
 Financial Express

 Economics times

Websites Consulted:
 www.bajajauto.com

 www.herohonda.com

 www.lml.com

 www.yamaha.com

 www.google.com
ANNEXURE
 QUESTIONNAIRE

Name: - ……………………………………………………………………..

Father's Name:-……………………………………………………………..

Age:-…………………………………………………………………………

Nationality:-…………………………………………………………………

Address:-…………………………………………………………………….

……………………………………………………….

……………………………………………………….

Telephone Nos. : ……………………………………………………….

1. Do you use the bike:

a. Yes b. No

2. Which bikes are you using?

a. 2 Strokes b. 4 Strokes
3. Which bike do you like most
a. Hero b. Bajaj
c. LML d. TVS
e. Yamaha f. Others

4. What will you prefer while purchasing bike?

a. Mileage b. Power
c. Maintenance d. Price
e. Looking

5. How much CC Bike you want

a. Under 100 CC b. 100-125 CC
c. 125-150CC d. Above 150CC

6. Maximum Mileage of given by

a. Hero b. Bajaj
c. LML d. TVS
e. Yamaha f. Others

7. Attractive Price of Company

a. Hero Honda b. Bajaj
c. LML d. TVS
e. Yamaha f. Others
8. Which company produce minimum maintenance bike
a. Hero b. Bajaj
c. Honda d. TVS
e. Yamaha f. Others

9. Who influence your decision most while purchasing bike

a. Parents b. Friends
c. Advertisement d. Other

10.Which company provide the attractive finance facility

a. Hero b. Bajaj
c. Honda d. TVS
e. Yamaha f. Others

11.Which company provide festival offers:

a. Hero b. Bajaj
c. Honda d. TVS
e. Yamaha f. Others

12.Which brand aware by you

a. Hero Honda b. Bajaj
c. LML d. TVS
e. Yamaha f. Others
13.How much money you can expend in 4 Strokes bikes
a. 30,000-35,000 b. 35,000 - 40,000
c. 40,000 - 50,000 d. above 50,000

14.Which company provide after sales services

a. Hero Honda b. Bajaj
c. LML d. TVS
e. Yamaha f. Others

15.Which company pricing strategies of better according to their features

a. Hero b. Bajaj
c. Honda d. TVS
e. Yamaha f. Others

16.Which company have more models & colours

a. Hero b. Bajaj
c. Honda D.TVS
e.Yamaha
f.Others

Consumer Signature