CHAPTER- 1 INTRODUCTION

1.1. INTRODUCTION:
Customer is central point and all the marketing activities revolve around him. Manufactures produces what the customers want. As the customers behavior differs from person to person. Customer purchase an article as a consequence of certain mental and economic forces creating designers or wants which they understand can be satisfied by the articles offered for purchase thus producers should identify the motives which prompt them to purchase so that he can offer a couple of articles satisfying their needs. Thus it is buying motive that prompts the purchaser such buying motives may be fear. Desire for money, vanity, pride, fashion, possession, sex or romance, affection or comfort. Customer behaves in a particular manner as directed by this inner motive.

BUYING MOTIVES
A motive can be defined as a drive on an urge for which an individual seeks satisfaction. It becomes a buying motive when the individual seeks satisfaction through the purchase something. Motive is thus inner urge that moves or prompts a person to some action motive is an effectual desire we that prompts one to a definite action. Customers purchase any foods as a result of certain mental and economic forces that create desires or wants that they know can be satisfied by the articles offered or purchase. CHARACTERISTICS AFFECTING CONSUMER BEHAVIOUR Consumer purchase one influenced strongly by cultural, social, personal, and psychological characteristics.

CULTURAL FACTOR
Culture is the most basic cause of a persons wants and behaviour. Human behaviour is largely learned. Growing up in a society, a child learns basic values, perceptions, wants and behaviour from the family and other important institutions. A child in the united states normally learns or is exposed to the following values: achievement and success, activity and involvement, efficiency and practicality, progress material comfort individualism, freedom, humanitarianism, youth fullness and fitness health.

SUBCULTURE
Each culture contains smaller Subcultures or groups of people with shared valve system based on common life experiences and situation, subcultures. Include nationalities, Religions, racial groups, and geographic regions. Many subcultures make up important market segments and marketers often design products and marketing programs tailored to their needs.

SOCIAL CLASSES
Relatively permanent and ordered divisions in a society whose members shares similar values, interests and behaviors.

SOCIAL FACTORS
A consumers behaviour also is influenced by social factors, such as the consumers small groups, family, and social roles and status.

GROUP
Two or more people who interact to accomplish individual or mutual goals.

FAMILY
Family members can strongly influence buyer behaviour. The family is the most important consumer buying organization in society, and it has been researched extensively. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services.

PERSONAL FACTORS
The Buyers divisions also influence by personal characteristics such as the buyers age and lifecycle stage, occupations economic situation, lifestyle and personality and selfconcept.

AGE & LIFE-CYCLE STAGE

People change the goods and services they buy over their lifetimes. Tastes in food and cloths, furniture, and recreation and often age related. Buying is also shaped by the stage of the family life cycle. The stages through families might pass as they nature over time.

OCCUPATION
A persons occupation affects and services bought. Blue-collar workers tend to buy more work cloths, where as white-collar workers by more suits and ties. Markets try to identify the occupational groups that have an above average interest in their products and services.

ECONOMIC SITUATION
A persons economic situation will affect product choice. Jennifer Flores can consider buying an expensive NIKON if she has enough spend able income, savings, on borrowing power. Marketers of income-sensitive goods watch trends in personal income savings and interest rates. If economic indicators point to a recession, marketers can take steps to redesign, reposition, and re-price their products closely.

LIFE STYLE
A persons paten of living as expressed in this or her activities, interests and opinions.

PERSONALITY AND SELF CONCEPT

A persons distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment. The basic self-concept premise is that peoples possessions contribute to and reflex their identities, i.e., we are what we have. Thus in order to understand consumer behaviour, the market must first understand the relationship between consumer self-concept and possessions.

PSYCHOLOGICAL FACTORS
A persons buying choices are further influenced by form major psychological factor: motivation, beliefs and attitudes. Beliefs and attitudesa descriptive thought that a person holds about something. An attitude describes a persons relatives. Consistent evaluations, feelings, and tendencies towards an object or idea. Attitudes put people it to frame of mind of liking or disliking things, of moving towards or away from them.

TYPES OF BUYING DECISION BEHAVIOUR

Consumer buying behaviour refers to the buying behavior of final consumers individuals and households who buy goods and services for personal consumption. Consumer buying behaviour is based on the degree of differences among other brands.

1.

COMPLEX BUYING BEHAVIOUR

Consumer buying behaviour in situations is characterized by high consumer

involvement in a purchase and significant perceived differences among brands.

2.

DISSONANCE-REDUCING BUYING BEHAVIOUR

Consumer buying behaviour in situation is characterized by high involvement, but few

perceived differences among brands.

3.

HABITUAL BUYING BEHAVIOUR

Consumer buying behaviour in situations is characterized by low consumer

involvement and little significant perceived brand difference.

4.

VARIETY- SEEKING BUYING BEHAVIOUR

Consumers buying behaviour in situations is characterized by how consumer

involvement, but significant perceived brand difference

TARGET CUSTOMERS
To succeed in todays competitive market place; companies must be consumer center, winning customers from competitors by delivering greater value. But before it can be satisfy consumers, accompany must first understand their needs and wants. Thus sound marketing requires a careful analysis of consumer. Companies know that they cannot satisfy all consumers in a given market at least all consumers in the same way.

BUYING DECISION PROCESS

The consumer is passing through five stages: need recognition, information. Search, evaluation of alternatives, purchase decision, and post purchase behaviour. Clearly, the buying process starts long before actual purchase and continues long after. Market need to focus on the entire buying process rather than on the just the purchase decision. Consumers pass through all five stages with every purchase. But in more routine purchase, consumers often skip or reverse some of the stages.

STAGES IN THE BUYING DECISION PROCESS 1. NEED RECOGNITION

The buying process starts with need recognition with the buyer recognizing a problem or need. The buyer senses a difference between his or her actual state and some desired state. The need can be triggered by internal stimuli when one of the persons normal needs-hunger thirst sex-rises to a level high enough to become a drive. A need can also be triggered by external stimuli.

2. INFORMATION SEARCH
A aroused consumer may or may not search for more information. If the consumers drive is strong and a satisfying product is near at hand, the consumer is likely to by it then. if not, the consumer may store the need in memory or undertake an information search related to the need. At one level the consumer may simply enter heightened attention information search. The consumer can obtain information from any of several sources these include

PERSONAL SOURCES: family, friends neighbors acquaintances COMMERCIAL SOURCES: Sales, advertising, salespeople, dealers, packaging, Displays. PUBLIC SOURCES: Mass media , consumer-rating organizations EXPERIENTIAL SOURCES: Handling, emaming, using the product. The relative influence of these information sources varies with the product and the buyer.

3. EVALUATION OF ALTERNATIVES
The market needs to know about alternative evaluation that is how the consumer process information to arrive at brand choices. Unfortunately, consumer do not use a simple and single evaluation process in all buying situations. Instead, several evaluation processes one at work. Each consumer sees a product as a bundle of Product attributes

PURCHASE DECISION
In this stage of the buyer decision process the consumer actually buys the product. The consumers purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. The first factor is attitudes of other. The sound factor is unexpected situational factors. The consumer may form a purchase intention based on factors such as expected income, expected price, and expected product benefits. However, unexpected events may change the purchase intention. 4. POST PURCHASE BEHAVIO This is the stage of the buyer decision process in which consumer take further action after purchase based on their satisfaction or dissatisfaction. After purchasing the product, the consumer will be satisfied or dissatisfied with a purchase? The answer lies in the relationship between the consumers expectations, the consumer is disappointed; If it meets expectations, the consumer is satisfied; If it exceeds expectations, the consumer is delighted. Consumer bases their expectations on information they receive from sellers, friends, and other sources. If the seller exaggerates the products performance, consumer expectations will not be met and dissatisfaction will result. The larger the gap between expectations and performance, the greater consumers dissatisfaction. This suggests that seller should make 7

product claims that faithfully represent the products performance so that buyers one satisfied some sellers might even understate performance levels to boost consumer satisfaction with the product. If the consumer are delighted with better than expected performance; they buy again and tell other potential customers that the product lives up its promises. Almost all major purchase results in cognitive dissonance, or discomfort caused by post purchase conflict. After the purchase, consumer is satisfied with the benefits of the chosen brand and one glad to avoid the drawbacks of the brands not bought. However every purchase involves compromise. Consumer feel uneasy about acquiring the drawbacks of the chosen brand and about losing the benefits of the brands not purchased. Thus, consumer feed at least some post purchase dissonance for every purchase. Why is it so important to satisfy the customer? Such satisfaction is important because a companys sales come from two basic groups new customer and retained customers. It usually costs more to attract new customer than to retain current ones, and the best way to retain. Current customer is to keep them satisfied customer buy a product again, talk favorably to other about the product, pay less.

CUSTOMER SATISFACTION
The extent to which a product perceived performance matches a buyers expectations. If the products performance tells short of expectation, the buyer is dissatisfied. If performance matchers or exceeds expectations, the buyer is satisfied or delighted. Outstanding marketing companies go out of their way to keep their customer satisfied. Satisfied customers make repeat purchase, and they tell others about their good experiences with the product. The key is to match customer expectations with company performance. Smart companies aim to delight customers by promising only What they can deliver, then delivering more than they promise. Customer satisfaction is closely linked to quality. In recent years many companies have adopted total quality mgt (TQM) programmers, designed to constantly improve the quality of their products, services, and marketing processes. Quality has a direct impact on product performance and hence on customer satisfaction.

FACTORS AFFECTING CUSTOMER SATISFACTION

Customer satisfaction is the overall impression of customer about the supplier and the products and services delivered by the supplier.

Department wise capability of the supplier. Technological and engineering or re-engineering aspects of products and services.

Type and quality of response provided by the supplier. Suppliers capability to commit on deadlines and how efficiently they are met. Customer service provided by the supplier. Complaint management. Cost, quality, performance and efficiency of the product. Suppliers personal facets like etiquettes and friendliness. Suppliers ability to manage whole customer life cycle. Compatible and hassle free functions and operations.

1.2. OBJECTIVES OF THE STUDY

Primary objective: To study about the customer satisfaction towards TVS two wheelers. Secondary objectives: To find out the purpose of buying TVS bikes. To identify the factors affecting purchase decision. To find out the sources which help in buying process. To analyze the overall sales process of TVS bikes.

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1.3. SCOPE OF THE STUDY

From this study, the preference and problem of the consumer can be met. The consumers view about the quality and features of the product can be known. This study helps to identify the factors that influence the consumer to buy the product. The importance of promotion and advertising is studied. This helps the organization to upgrade the product features. It also helps to understand the customer needs and wants. This study helps the organization to make their own customers satisfied and retain their valuable customers.

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1.4. INDUSTRY PROFILE

Automobile Industry an Introduction Automobile is one of the largest industries in global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognized as of the drivers of economic growth. During the last decade, well-directed efforts have been made to provide a new look to the automobile policy for realizing the sectors full potential for the economy. Steps like abolition of licensing, removal of quantitative restrictive and initiatives to bring the policy framework in consonance with WTO requirements have set the industry in a progressive track. Removal of the restrictive environment has helped restructuring, and enabled industry to absorb new technologies, aligning itself with the global development and also to realize its potential in the country. The liberalization polices have led to continuous increase in competition which has ultimately resulted in modernization in line with as in substantial cut in prices. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile demand, especially from the population. Evolution of Two-wheeler Industry in India Tow-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. According to the figures published by SIAM, the share of Two-wheeler in automobile sector in items of units sold was about 80 per cent during 2003-04. This high figure itself is suggestive of the importance of the sector. In the initial yeas, entry of firms, capacity expansion, choice of products including capacity mix and technology, all critical areas of functioning of an industry, were effectively controlled by the State machinery. The lapses in the system had invited fresh policy options that came into being in late sixties. Amongst these policies, Monopolies and Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act (FERA) were aimed at regulating monopoly and foreign investment respectively. This controlling mechanism over the industry resulted in;

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(a) Several firms operating below minimum scale of efficiency. (b) Under utilization of capacity. (c) Usage of outdated technology. Recognition of the damaging effects of licensing and fettering policies led to initiation

of reforms, which ultimately took a more prominent shape with the introduction of the New Economic Policy (NEP) in 1985. However the major set of reforms was launched in the year 1991 in response to the major macro economic crisis faced by the economy. The industrial policies shifted from a regime of regulation and tight control to a more liberalized and competitive era. Two major results of policy changes during these years in two-wheeler industry were that the, weaker players died out giving way to the new entrants and superior products and a sizeable increase in number of brands entered the market that compelled the firms to compete on the basis of Product attributes. Finally, the two- wheeler industry in the country has been able to witness a proliferation of brands with various policy measures undertaken in order to increase the competition, though the degree of concentration has been lessened over time, deregulation of the industry has not really resulted level of competition. Indian Two-wheeler companies: Ashok Leyland Bajaj auto Hero Honda Hero motors Hindustan motors Hyundai Honda motors Suzuki

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1.5. COMPANY PROFILE: TVS Motor Company

TVS Motor Company is the largest two-wheeler manufacturer in India and is among the worlds top Ten. It is the flagship company of the parent TVS employing over 40000 people with an estimate 15 million customers. It manufactures motorcycles, scooters, mopeds and auto rickshaws. It is Indians only Two-wheeler Company to have won the Deming Prize awarded for commitment to quality control, received in 2002.

MISSION STATEMENT:
We are committed to being a profitable, socially responsible, and leading manufacturing of high value for money, environmentally friendly, lifetime personal transportation products under the TVS brand, for customers predominantly in Asian market and to provide fulfillment and prosperity for employees, dealers and supplier.

VISION STATEMENT:
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-Global overview: TVS Motor will have profitable operation overseas especially in Asian market,

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.

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TVS Motor-At the cutting edge: TVS Motor will hone and sustain its cutting edge technology by constant bench marketing against international leader. 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 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 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 their sense of self worth.

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DNC TVS LID DNC is one of the popular sales and Service Company in Dharmapuri and also one only company selling TVS company products around Dharmapuri district. They collect all the TVS company products from the Hosur branch of TVS Company private ltd. It was started at early 1986 with the product of TVS 50 and TVS champ. And now its goanna sell all the products of TVS Motors private ltd.

Business Type Product Distributing Address :

: :

Wholesaler / Distributor TVS bike, TVS scooter, TVS two wheeler Vijaya Garden, Salem main road, Dharmapuri-636701

Phone Mobile

: 91-4342-232277 : 9943307060 : 9442853941

Sales executive Mobile number

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1.6. LIMITATIONS OF THE STUDY

The study was done only at the DNC TVS so the findings and interpretations cannot be extended to some other organization. Some of the respondents were not willing to give to the correct and full information. Due to short duration, I can able to collect the datas from the respondents of 100 which I took as sample size. The study covers only Dharmapuri town and only customer point of view were taken into account.

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CHAPTER 2 REVIEW OF LITERATURE

18

2. REVIEW OF LITERATURE
According to Naumann and Giel, becoming market driven means identifying market growth, market attractiveness, and target markets, while becoming customer driven means using the customer to drive continuous improvement, organizational reinvention, and radical redesign. When a company is customer driven, it means that the customer is the one to decide on the supplier's value added processes. Quality work does not mean quality service (Maister, 1997). According to Brown (1992), customers prefer organizations that deliver quality service, and suppliers can charge premium for quality services. Early research (Grnroos, 1982) suggests that customers access service quality by comparing what they feel a seller should offer and compare it against the seller's actual service performance. Quality control and marketing must take place during service production and consumption. Grnroos (1988) has identified a list of six criteria of good perceived quality professionalism and skills, attitudes and behaviour, accessibility and flexibility, reliability and trustworthiness, recovery, and reputation and credibility. The first is outcome-related, reputation and credibility are image-related, and the rest are process-related. Storbacka and Holmlund note that relationship quality can be seen as an antecedent to many other perception concepts, for example, value, satisfaction, trust, and commitment. The service quality model of Parasuraman (1985) identified five key gaps that can cause problems in service delivery. According to Friday and Cotts (1995), customers evaluate services based on the purpose of the service, necessity, importance, results, cost, and risk. In order to have appropriate expectations, a customer should have a full picture of the purpose of a job. Depending on the customers perception, the necessity of a service can vary. If a service is necessary to help customers perform their jobs, they have high expectations for the job. If a customer sees a risk associated with dealing with the company, their perception of the added value can be minimal.

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According to Naumann (1994), determinants of service quality are: Reliability consistency of services Responsiveness willingness or readiness of employees to provide service Competence possession of required skills Access approachability and ease of contact Courtesy politeness, respect, consideration, and friendliness Communication keeping customers informed and listening Credibility honesty, trustworthiness Security freedom from danger, risk, or doubt Tangibles physical evidence of the service Products are made up of two elements: basic features such as components, ingredients and performance, and such added value components as image, service, styling, and support. Every product additionally entails services. Customers do not always differentiate between product and service quality, but regard these elements as a package. Research shows (Naumann, 1994) that improving tangible product quality is easier than improving service quality for most companies. Its implication is that service quality is more difficult to replicate, as service quality derives from corporate culture and therefore it can be a more permanent competitive advantage. According to Normann and Ramirez (1994), companies can relieve customers' workload by tackling certain tasks, but at best, companies can enable a better capability to complete certain tasks Products or services that enable customers to perform their tasks better require a deeper understanding of the customers business. The service manager has the business responsibility in the supplier organization to deliver the care services to the customer. The supplier nominates a service manager to be responsible for the management of the care phase in the supplier organization towards a customer. The success of the service manager is indirectly measured by the success of the delivery of the care services.

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Success is interpreted in terms of the customers perception of customer satisfaction and customer loyalty. The service manager concept examined in the present study relates to the particular service manager concept employed in the studied supplier company. Originally, the service manager concept was invented based on the customer feedback. During the present study, the concept of service manager was in its early stages and its role and importance were still not completely clarified. Marketing activities strive to produce customer satisfaction with the "four P's", product, promotion, price, and place (Kotler, 1997). Many companies perform the "place" function of physical distribution separately from marketing. However, it is likely that physical distribution through the provision of customer service contributes to the success of a company and can enhance customer satisfaction

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CHAPTER 3 RESEARCH METHODOLOGY

22

3. RESEARCH METHODOLOGY
Research definition: Research is careful inquiry or examination to discover new information and relationship and to expand and to verify exiting knowledge, Research always starts with questions or a problem. Its purpose is to find answer to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies. Research Methodology: Research methodology is a way to systematically solve the research problem in the process of conducting the study; the researcher has followed the following methodology to collect and analyze the necessary data and to draw useful inference. Research design Research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research question and to control variance. From definition it is evident that research design is more or less a blue print of research. At the outset may be noted that there are several ways of Studying and tackling a problem. There is no signal perfect design. Descriptive Research method is used in this study because it includes surveys, facts, and findings, enquire of different kind. The main purpose of this study is to find description of the state of affairs as it exists at present. The researchers can only report that has happened, and what is happening. Sample: A sample is a selection of units from the entire group called the population or universe of interest.

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Sampling technique:The sample technique adopted for the study is Convenient Sampling method, because under this method of sampling, the researcher selects items for the sample deliberately according to his choice. If suppose the population elements are selects for inclusion in the sample based on the ease of access, it can be called as convenience sampling. Sample size:A total of 100 customers were selected for the study. Sources of Data Both primary data is collected through a well designed structured questionnaire for the purpose of the study. Primary data:The primary data is collected through a well designed structured questionnaire from the customer. Secondary data:The secondary data are extracted from web site, books and records maintained the organization. Data Collection Method: Researcher instruments is the tool by which the researcher can do research on specific problems or objective. The most popular researcher instrument for collection data is Questionnaire for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, it is most common instrument used to collect the primary data

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STATISTICAL TOOLS: The data has been mainly analyzed by using the following methods and tests. 1. Correlation. 2. Chi- Square test Correlation: Correlation analysis is the statistical tool used to measure the degree to which two variables are linearly related to each other. Correlation measures the degree of association between two variables. The co-efficient of correlation between X and Y is defined as r (X,Y) = = = Chi-Square Analysis: Chi-Square is a non-parametric test of statistical significance for bivariate tabular analysis. It is one of the simplest and most widely used non-parametric tests in statistical work. The Chi-Square method is the application of testing the significant difference between observed and expected values. Procedure: Step-1: Null Hypothesis (Ho): There is no relationship between two variables. Step-2: Alternative Hypothesis (H1): There is relationship between two variables. Step-3: Level of significance = 0.05 Step-4: Calculate the expected frequency Row total X Column total E= -----------------------------------------Grand total Cov (X,Y) / Cov (X,Y) / z y E[(X |X|)(Y - |Y|)] / E[X |X]2E[Y - |Y|]2 ( ) ( )

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Step-5: Chi-Square test () =

(O E ) E

Where, O= Observed frequency E= Expected frequency Step-6: Degrees of freedom= (r-1)(c-1) Where, r= Number of rows, C= Number of columns. Step-7: Find the table value of at given level of significance with (r-1)(c-1) degrees of freedom. Step-8: Compare the calculated value with tabulated value of Step-9: If the calculated value of is less than the tabulated value accepts Ho, otherwise reject it. STATEMENT OF THE PROBLEM This study focus on the various aspects which have an influence on the customer before they decide to purchase of TVS two wheelers. Present survey is conducted to find

out the level of customer satisfaction of TVS two wheelers available in Agencies. The first step in research is formulating or defining the research problem. It is rightly said that A problem well defined is half solved. TVS two wheelers industry in India has grown considerably in recent years. This has resulted in the entry. Of many multinational brands and consequently the competition has become cut throat. The study was done to know the customer satisfaction towards TVS two wheelers considering quality, supply and distribution.

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CHAPTER - 4 DATA ANALYSIS & INTERPRETATION

27

DATA ANALYSIS AND INTERPRETAION

Table.4.1.1

CLASSIFICATION BASED ON GENDER

GENDER

NO.OF RESPONDENTS

PERCENTAGE (%)

Male

68

68

Female

32

32

Total

100

100

INFERENCE: It is inferred that 68% of the respondents are male and 32% of the respondents are female.

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Table.4.1.1 CLASSIFICATION BASED ON GENDER

70 PERSENTAGE OF RESPONDENTS 60 50 40 30 20 10 0 Male LEVEL OF GENDER Female 64

36

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Table.4.1.2 CLASSIFICATION BASED ON AGE

AGE

NO.OF RESPONDENTS

PERCENTAGE (%)

Less than-20

18

18

21-30

33

33

31-40

27

27

41-50

12

12

Above-50

10

10

Total

100

100

INFERENCE: It is inferred that 18% of the respondents are less than age of 20 years, 33% of respondents are between the ages of 21 30 years, 27% of respondents are between the ages of 31 40 years, 12% of the respondents are between the age of 41 50 years and 10% of respondents are above the age of 50 years.

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Table.4.1.2 CLASSIFICATION BASED ON AGE

35 PERSENTAGE OF RESPONDENTS 30 25 20 15 10 5 0 Less than-20 2130 3140 LEVEL OF AGE 4150 Above-50 18 12 10 33 27

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Table.4.1.3 CLASSIFICATION BASED ON OCCUPATION

OCCUPATION FACTORS NO.OF RESPONDENTS PERCENTAGE (%)

Businessman

28

28

Employee

20

20

Student

12

12

Private Service

25

25

Government

15

15

Total

100

100

INFERENCE: It is inferred that 28% of respondents have said that business man is the occupation factor, 20% of the respondents have said employee, 12% of the respondents have said student, 25% of the respondents have said private service and 15% of the respondents have said that government is the occupation factor.

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Table.4.1.3 CLASSIFICATION BASED ON OCCUPATION

30

25 PERSENTAGE OF RESPONDENTS

20

15

28 25 20 15 12

10

0 Businessman Employee Student Private Service Government

LEVEL OF OCCPATION

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Table.4.1.4 CLASIFICATION OF BASED ON FAMILY INCOME

FAMILY INCOME

NO.OF RESPONDENTS

PERCENTAGE (%)

Less than -10000

16

16

10001-20000

30

30

20001-30000

25

25

30001-40000

15

15

Above-40000

14

14

Total

100

100

INFERENCE: It is inferred that 18% of the respondents are less than family income of 10000, 30% of respondents are between the family income of 10001 20000, 25% of respondents are between the family income of 20001 30000, 15% of the respondents are between the family income of 30001 40000 and 14% of respondents are above the family income of 40000.

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Table.4.1.4 CLASIFICATION OF BASED ON FAMILY INCOME

35 30 PERSENTAGE OF RESPONDENTS 25 20 15 10 16 5 0 0 Less than 10000 1000120000 2000130000 LEVEL OF FAMILY INCOME 3000140000 Above40000 15 14 30 25

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Table.4.1.5 CLASSIFICATION BASED ON MOTIVATING FACTORS TO BUY TVS BIKES

MOTIVATING FACTORS NO.OF RESPONDENTS PERCENTAGE (%)

Price

29

29

Quality

25

25

Service

20

20

Loyalty

10

10

Mileage

16

16

Total

100

100

INFERENCE: It is inferred that 29% of respondents have said that price is the motivating factor to buy TVS bikes, 25% of the respondents have said quality, 20% of the respondents have said service, 10% of the respondents have said loyalty and 16% of the respondents have said that mileage is the motivating factor to buy TVS bikes.

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Table.4.1.5 CLASSIFICATION BASED ON MOTIVATING FACTORS TO BUY TVS BIKES

35 30 PERSENTAGE OF RESPONDENDS 25 20 15 10 5 0 Price Quality Service Loyalty Mileage LEVEL OF MOTIVATION FACTORS

29 25 20 16 10

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Table.4.1.6 OPINION TOWARDS SOURCE OF TVS BIKES PURCHASE

SOURCES

NO.OF RESPONDENTS

PERCENTAGE (%)

Dealers

33

33

Sub Dealers

15

15

Mechanics

10

10

Agencies

30

30

Sales Executives

12

12

Total

100

100

INFERENCE: It is inferred that 33% of respondents have said that they purchase TVS bikes through dealers, 15% of the respondents purchase through sub dealers, 10% of the respondents purchase through mechanics, 30% of the respondents purchase through agencies, and 12% of the respondents have said that they purchase TVS bikes through sales executives.

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Table.4.1.6 OPINION TOWARDS SOURCE OF TVS BIKES PURCHASE

35 PERSENTAGE OF RESPONDENTS 30 25 20 15 10 15 10 5 0 Dealers Sub Dealers Mechanics SOURES OF PURCHASE Agencies Sales Executives 12 33 30

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Table.4.1.7 OPINION TOWARDS MOST PREFERRED MODEL IN TVS BIKES

PERFERRED MODELS

NO.OF RESPONDENTS

PERCENTAGE (%)

Apache

25

25

Star City

30

30

Scooty

20

20

Super XL

15

15

Others

10

10

Total

100

100

INFERENCE: It is inferred that 25% of the respondents prefer Apache, 30% of the respondents prefer Star city, 20% of the respondents prefer scooty, 15% of the respondents prefer super XL, and 10% of the respondents prefer others.

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Table.4.1.7 OPINION TOWARDS MOST PREFERRED MODEL IN TVS BIKES

35 30 PERSENTAGE OF RESPONDENTS 25 20 15 25 10 5 0 Apache Star City Scooty LEVEL OF PREFERRED MODEL Super XL Others 20 15 10 30

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Table.4.1.8 FACTORS AFFECTING PURCHASING DECISIONS OF TVS BIKES

FACTORS

NO.OF RESPONDENTS

PERCENTAGE (%)

Family Member

24

24

Friends

19

19

Relatives

16

16

Advertisement

28

28

Own Thinking

13

13

Total

100

100

INFERENCE: It is inferred that 24% of respondents have said that family members are the major factor affecting the purchasing decision of TVS bikes, 19% of the respondents friends purchase decision, 16% of the respondents relatives purchase decision, 28% of the respondents advertisement purchase decision, and 13% of the respondents have said that they purchase decision for own thinking.

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Table.4.1.8 FACTORS AFFECTING PURCHASING DECISIONS OF TVS BIKES

30 25 20 15 24 10 5 0 Family Member Friends Relatives PURCHASING DECISIONS Advertisement Own Thinking 19 16 13 28

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Table.4.1.9 PURPOSE OF BUYING TVS BIKES

FACTORS

NO.OF RESPONDENTS

PERCENTAGE (%)

Business

25

25

Office Use

28

28

Personal

30

30

Work

07

07

Driving

10

10

Total

100

100

INFERENCE: It is inferred that 25% of the respondents buy TVS bikes for business purpose, 28% of respondents buy for office purpose, 30% of the respondents buy for their own personal purpose, 07% of the respondents buy for work purpose and 10% of the respondents buy TVS bikes for their self driving purpose.

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Table.4.1.9 PURPOSE OF BUYING TVS BIKES

35 30 25 20 15 25 10 5 0 Business Offices Personal PURPOSE OF BUYING Work Driving 10 30

28

07

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Table.4.1.10 OPINION TOWARDS THE COLOUR PREFERENCE

PREFERED COLOURS

NO.OF RESPONDENTS

PERCENTAGE (%)

Red

30

30

Green

10

10

Blue

20

20

Black

25

25

Yellow

15

15

Total

100

100

INFERENCE: It is inferred that 30% of the respondents buy TVS bikes for the red color preference, 10% of respondents for green, 20% of the respondents for blue, 25% of the respondents for black and 15% of the respondents for yellow TVS bikes for the color preference.

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Table.4.1.10 OPINION TOWARDS THE COLOUR PREFERENCE

35 30 25 20 15 10 5 0 Red Green Blue COLOUR PREFERENCE Black Yellow 10 30 25 20 15

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Table.4.1.11 SATISFACTION LEVEL OF THE TVS BIKES MILEAGE

FACTORS

NO.OF RESPONDENTS

PERCENTAGE (%)

Highly satisfied

15

15

Agreed

25

25

Neutral

30

30

Disagreed

20

20

Strongly Disagreed

10

10

Total

100

100

INFERENCE: It is inferred that 15% of respondents have strongly agreed that they are satisfied with the mileage of TVS bikes, 25% of respondents have agreed, 30% of the respondents have said neutral, 20% of respondents have said disagreed and 10% of respondents have strongly disagreed towards the satisfaction level of mileage of TVS bikes.

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Table.4.1.11 SATISFACTION LEVEL OF THE TVS BIKES MILEAGE

35 30 25 20 15 25 10 15 5 0 Strongly Agreed Agreed Neutral Disagreed LEVEL OF SATISFACTION Strongly Disagreed 10 20 30

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Table.4.1.12 SATISFACTION LEVEL TOWARDS R.O.I AND INSTALLMENTS

FACTORS

NO.OF RESPONDENT

PERCENTAGE (%)

Highly Satisfied

20

20

Satisfied

30

30

Neutral

25

25

Dissatisfied

15

15

Highly Dissatisfied

10

10

Total

100

100

INFERENCE: It is inferred that 20% of the respondents are highly satisfied with the R.O.I and installments offered, 30% of the respondents are satisfies, 25% of the respondents have said neutral, 15% of respondents have said dissatisfied and 10% of respondents have highly dissatisfied towards the satisfaction level of R.O.I and installment.

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Table.4.1.12 SATISFACTION LEVEL TOWARDS R.O.I AND INSTALLMENTS

35 30 25 20 15 10 5 0 Highly Satisfied Satisfied Neutral LEVEL OF SATISFACTION Dissatisfied Highly Dissatisfied 20 15 10 30 25

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Table.4.1.13 OPINION TOWARDS FAIR AND EQUITABLE PRICE OF THE TVS BIKES

FACTORS

NO.OF RESPONDENTS

PERCENTAGE (%)

Strongly Agreed

15

15

Agreed

30

30

Neutral

28

28

Disagreed

17

17

Strongly Disagreed

10

10

Total

100

100

INFERENCE: It is inferred that 15% of the respondents have strongly agreed that price of the TVS bikes are fair and equitable, 30% of the respondents agreed, 28% of the respondents have said neutral, 17% of respondents have said disagreed and 10% of respondents have strongly disagreed towards the satisfaction level of the TVS bikes are fair and equitable.

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Table.4.1.13 OPINION TOWARDS FAIR AND EQUITABLE PRICE OF THE TVS BIKES

35 30 25 20 15 10 5 0 Strongly Agreed Agreed Neutral Disagreed FAIR AND EQUITABLE PRICE Strongly Disagreed 15 30 28 17 10

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Table.4.1.14 OPINION TOWARDS QUALITY OF TVS BIKES

FACTORS

NO.OF RESPONDENTS

PERCENTAGE (%)

Excellent

17

17

Very Good

23

23

Neutral

30

30

Poor

20

20

Very Poor

10

10

Total

100

100

INFERENCE: It is inferred that 17% of the respondents have said that the quality of TVS bikes are excellent, 23% of the respondents said very good, 30% of the respondents have said neutral, 20% of the respondents said poor, and 10% of the respondents have very poor that they quality of TVS bikes.

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Table.4.1.14 OPINION TOWARDS QUALITY OF TVS BIKES

35 30 25 20 15 10 5 0 Excellent Very Good Neutral OPINION TOWARDS QUALITY Poor Very Poor 23 17 30 20 10

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Table.4.1.15 OPINION TOWARDS THE SOURCE OF BUYING TVS

SOURCES

NO.OF RESPONDENTS

PERCENTAGE (%)

Bank loan

30

30

Finance company

25

25

Self Financing

23

23

Installment

15

15

Own Cash

07

07

Total

100

100

INFERENCE: It is inferred that 30% of the respondents have said that the sources TVS bikes are bank loan, 25% of the respondents said finance company,23% of the respondents have said self financing, 15% of the respondents said installment, and 07% of the respondents have own cash that the sources of TVS bikes purchase.

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Table.4.1.15 OPINION TOWARDS THE SOURCE OF BUYING TVS

35 30 25 20 15 10 5 0 Bank loan Finance company Self Financing SOURCE OF BUYING Installment Own Cash 30 25 23 15 07

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Table.4.1.16 OPINION TOWARDS OVERALL SALES PROCESS

OVERALL SALES PROCESS

NO.OF RESPONDENTS

PERCENTAGE (%)

Excellent

23

23

Very Good

30

30

Neutral

20

20

Poor

17

17

Very Poor

10

10

Total

100

100

INFERENCE: It is inferred that 23% of the respondents have said that the overall sales process of TVS bikes are excellent, 30% of the respondents said very good, 20% of the respondents have said neutral, 17% of the respondents said poor, and 10% of the respondents have very poor that they overall sales process of TVS bikes.

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Table.4.1.16 OPINION TOWARDS OVERALL SALES PROCESS

30 30 25 20 15 10 10 5 0 Excellent Very Good Poor Neutral OVERALL SALES PROCESS Very Poor 23 20 17

59

Table.4.1.17 OPINION TOWARDS THE AVAILABILITY OF TVS SPARE PARTS

FACTORS

NO.OF RESPONDENTS

PERCENTAGE (%)

Very High

20

20

High

26

26

Neutral

23

23

Low

17

17

Very Low

14

14

Total

100

100

INFERENCE: It is inferred that 20% of the respondents have said that the availability of TVS spare part very high, 26% of the respondents said high, 23% of the respondents have said neutral, 17% of the respondents said low, and 14% of the respondents have very low that they availability of TVS spare parts bikes.

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Table.4.1.17 OPINION TOWARDS THE AVAILABILITY OF TVS SPARE PARTS

30 25 20 15 26 10 5 0 cc Very High High Neutral TVS SPARE PARTS Low Very Low 23 20 17 14

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Table.4.1.18 OPINION TOWARDS TIME TAKEN BY THE SALES EXECUTIVE TO HANDLE THE PROCESS

TIME INTERVALS

NO.OF RESPONDENTS

PERCENTAGE (%)

Less than-5 min

15

15

5-10 min

23

23

10-15 min

20

20

15-20 min

25

25

Above-20 min

17

17

Total

100

100

INFERENCE: It is inferred that 15% of the respondents are less than-5 min, 23% of respondents are between the 5-10min, 20% of respondents are between the10-15min, 25% of the respondents are between the 15-20min and 17% of respondents are above the20min.

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Table.4.1.18 OPINION TOWARDS TIME TAKEN BY THE SALES EXECUTIVE TO HANDLE THE PROCESS

25 25 23 20 20 15 15 17

10

0 Less than-5 min 5-10 min 10-15 min 15-20 min Above20 min

TIME TAKEN BY THE SALES EXECUTIVE

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Table.4.1.19 OPINION TOWARDS SERVICE CHARGES IN TVS SHOWROOM

FACTORS

NO.OF RESPONDENTS

PERCENTAGE (%)

Very High

20

20

High

30

30

Neutral

25

25

Low

15

15

Very Low

10

10

Total

100

100

INFERENCE: It is inferred that 20% of the respondents have said that the service charges in TVS showroom are very high, 30% of the respondents said high, 25% of the respondents have said neutral, 15% of the respondents said low, and 10% of the respondents have said that the very low that they service charges in TVS showroom.

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Table.4.1.19 OPINION TOWARDS SERVICE CHARGES IN TVS SHOWROOM

35 30 25 20 15 10 5 0 Very High High Neutral Low Very Low 20 15 10 30 25

SERVICE CHARGES IN TVS SHOWROOM

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4.1.21. CORRELATION Aim: To find out the relationship between price and overall sales process of TVS bikes. Hypothesis Statement: To test whether relationship between price and overall sales process of the TVS bikes. Null Hypothesis (H0): There is a significant relationship between price and overall sales process. Alternative Hypothesis (H1): There is a no significant relationship between price and overall sales process. CALCULATION:

Factors Pearson Correlation Sig. (2-talied) N Pearson Correlation Sig. (2-talied) N

Agreed 1

Sales Process .959**

.959** .000 100

10

**. Correlation is significant at the 0.01 level (2-tailed)

Inference Calculated Value = .959

There is a very high significant relationship between price and overall sales process.

66

4.1.22. CORRELATION Aim: To find out the relationship between Quality of product and overall sales process of TVS bikes. Hypothesis Statement: To test whether relationship between Quality of product and overall sales process of the TVS bikes. Null Hypothesis (H0): There is a significant relationship between Quality of product and overall sales process. Alternative Hypothesis (H1): There is a no relationship between Quality of product and overall sales process. Calculation Factors Pearson Correlation Sig. (2-talied) N Pearson Correlation Sig. (2-talied) N 100 .946** .000 100 100 TVS sales process 1 Quality of product .946** .000 100 1

**. Correlation is significant at the 0.01 level (2-tailed Inference: Calculated Value = .946

There is a very high significant relationship between Quality of product and overall sales process.

67

4.1.23. CORRELATION

Aim: To find out the relationship between spare parts and overall sales process of TVS bikes. Hypothesis Statement: To test whether relationship between spare parts and overall sales process of the TVS bikes. Null Hypothesis (H0): There is a significant relationship between Quality of product and overall sales process. Alternative Hypothesis (H1): There is a no relationship between Quality of product and overall sales process Calculation: Factors Pearson Correlation Sig. (2-talied) N Pearson Correlation Sig. (2-talied) N 100 .957* .000* 100 100 spare parts 1 sales process .957* .000* 100 1

**. Correlation is significant at the 0.01 level (2-tailed). Inference: Calculated Value = .957

There is a very high significant relationship between spare parts and overall sales process.

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4.1.24. CHI-SQUARE Aim: To measure the probability of association between the rate of satisfaction with the TVS bikes features using chi-square test. Hypothesis Statement: To test whether rate of satisfaction with the TVS bikes features. Null Hypothesis (H0): The respondents are satisfied with the TVS bikes features. Alternative Hypothesis (H1): The respondents are not satisfied with the TVS bikes features.

Calculation:

Case Processing Summary

Cases Valid N purchase intention of the correspondent * purchase satisfaction 500 Percent 100.0% N 0 Missing Percent .0% N 500 Total Percent 100.0%

69

purchase intention of the correspondent * purchase satisfaction Crosstabulation Count purchase satisfaction Highly Highly Satisfaction purchase intention Engine 27 Satisfacti on 30 Dis Neutral Satisfaction 23 13 Dissatisfact ion 7 Total 100

of the correspondent Power Price Color Maintenanc e Pickup Total 17 105 26 148 34 130 13 67 10 50 100 500 23 18 20 35 32 25 20 25 28 12 14 15 10 11 12 100 100 100

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 11.653
a

df 16 16 1

sided) .767 .773 .034

11.569 4.511 500

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 10.00.

Chi-Square Table Inference: Calculated value Tabulated value = = 11.653 15.507

(Table value @ 5% sig. level) ACCEPT H0 Inference: Since the calculated value is lesser than tabulated value, we accept null hypothesis & reject alternative hypothesis. The respondents are satisfied with the TVS bikes features. 70

CHAPTER 5

SUMMARY

71

FINDINGS 68% of the respondents are male highest. 33% of the respondents are between the age of 21 30 years. 28% of the respondents are Business professionals. 30% of the respondents have family income of 10001 20000. 29% of the respondents said that price is the highest motivating factor to buy bikes. 33% of the respondents purchase TVS bikes only through dealers. 30% of the respondents prefer the product - TVS Star city. 28% of the respondents says that advertisement factor mostly affects the purchase decision. 30% of the respondents buy TVS Bikes for their own personal purpose. 30% of the respondents prefer red color. 30% of the respondents said neutral, since they are not highly satisfied with the mileage. 30% of the respondents are satisfied with the TVS bikes R.O.I and Installments. 30% of the respondents agreed that price of the TVS bikes are fair and equitable. 30% of the respondents buy TVS bikes through the source of bank loan. 30% of the respondents rated overall sales process as good. 26% of the respondents have said that TVS bikes spare parts are highly available. 30% of the respondents have said that service charges provided by the TVS bikes are high. There is a very high significant relationship between price and overall sales process. There is a very high significant relationship between Quality of product and overall sales process

There is a very high significant relationship between spare parts and overall sales process.

The respondents are satisfied with the TVS bikes features.

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SUGGESTIONS: TVS believes in dealership. But the competitors are giving advertisement in various media. TVS should also pay more concentration to the advertisement. They can do more promotional activities like sponsoring shows or conducting tournaments. This helps them to position their products in the mind of the consumer strongly. This also directly improves the effectiveness of the overall sales process. TVS can introduce mores showrooms for the convenience of the consumer in major places where the population is high. Most of the respondents can feel to reduce specters and services cost of TVS TWO WHEELERS. Company must concentrate on all models of TVS bikes. Advertising and offers are necessary to increase the sales of the entire product line. Spare parts price must be reduced and must increase the availability. The service charges must be reduced to retain the existing customers and to attract the new customers.

73

CONCULSION: Form the above analysis, TVS is positioning their product in the minds of consumer with high concentration. Advertisement for TVS must be increased for increased effectiveness and profit. The price is equal to the quality of the product offered by TVS. Consumers are considering price as a basic motivational factor to buy the products so the product price must be less than their competitors.

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APPENDIX

75

A STUDY ON CUSTOMER SATISFACTION TOWARDS TVS TWO WHEELERS SPECIAL REFERENCE TO DHARMAPURI TOWN QUESTIONNAIRE

1) Name: -

2) Gender.

a) Male 3) Age.

b) Female

a) Less than-20 c) 31-40 e) Above -50 4) Occupation. a) Businessman c) Student e) Government

b) 21-30 d) 41-50

b) Employee d) Private Service

5. Family Income a) less-10000 c) 20001-30000 e) Above -40000 b) 10001-20000 d) 30001- 40000

6. The Motivation reason to buy TVS bikes

a) Price c) Service e) Mileage

b) Quality d) Loyalty

76

7. TVS bikes are often purchased from a) Dealers c) Mechanics e) Sales executives 8. The most preferred model in TVS bikes is a) TVS Apache c) TVS Scooty b) TVS Star city d) TVS XL b) Sub dealers d) Agencies

e) Others_____________________ 9. Which factor mostly affects your decision while purchasing of TVS bikes a) Family members c) Relatives e) Own thinking 10. Purpose of buying TVS bikes a) Business c) Personal e) Driving b) Offices d) Work b) Friends d) Advertisement

11. The color you prefer most a) Red c) Blue e) Yellow b) Green d) Black

77

12. The mileage which TVS bikes offer is satisfied in nature a) ) Highly satisfied c) Neutral e) Highly dissatisfied b) Satisfied d) Dissatisfied

13. Are you satisfied with the rate of interest and number of installments offered a) Highly satisfied c) Neutral e) Highly dissatisfied b) Satisfied d) Dissatisfied

14. The price of the TVS bikes are fair and feasible a) Strongly agreed c) Neutral e) Strongly disagreed b) Agreed d) Disagreed

15. Quality of the products offered by the TVS bikes are a) Excellent c) Neutral e) Very Poor b) Very good d) Poor

16. The source which helps in buying TVS product are a) Bank loan c) Self financing e) Own cash 78 b) Finance company d) Installment

17. According to you, the overall sales process of TVS is a) Excellent c) Neutral e) Very poor 18. The availability of spare parts of the TVS bikes are a) Very high c) Neutral e) Very low 19. Time taken by an sales executive in TVS showroom to handle the process is b) High d) Low b) Good d) Poor

a) Less than- 5 min c) 10-15 min e) Above-20 min

b) 5-10 min d) 15-20min

20. The two wheeler customer service charges in TVS branded showrooms are

a) Very high c) Neutral e) Very low

b) High d) Low

79

21. Rate of satisfaction

Satisfaction Engine power Price Color Maintenance Pickup

Highly satisfied

Satisfied

Neutral

Dissatisfied High Dissatisfied

22. Give your suggestions

_____________________________________________________________________ _____________________________________________________________________ ________________________

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BIBLIOGRAPHY

81

BIBLIOGRAPHY 1. Debahis patil., Branding - concepts and process, New Delhi: Macmillan;l 2004 2. Gupta.S.P., Statistical Methods, New Delhi: Sultan Chand and Sons, 1998. 3. Gupta.C.B., and Rajan Nair.N., Marketing Management, New Delhi: Sultan-Chand and Sons., 2004. 4. Kothari.C.R., Research Methodology, New Delhi: Wishwa Prakashan., 5. Philip Kotler., Marketing Management, New Delhi: Prentice Hall of India (P)LTD., 2000. 6. Philip Kotler and Gray Armstrong., Principle of Marketing, New Delhi: Talk Me Graw Hall(P)Ltd. 7. Rajan Nair.N., Marketing Management, New Delhi: Sultan Chand and Sos, 1999. 8. Sharma.D.D., Marketing Research, New Delhi: Sultan Chand and Sons, 1998. 9. Sherlekar.S.A., Marketing, Bombay: Himalaya Publishing House. 10. Stephenking., Advertising: Art and Science, New Delhi: Macmillan, 2004 11. Varshney.R.L., Gupta..S.L., Marketing management, New Delhi: Sultan - Chand and Sons., 2005.

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