“Customer Perception Towards the Post-Sale Services Provided by Umarani TVS Auto Agencies”
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“Customer Perception towards the Post-sale services provided by Umarani TVS auto Agencies” CONTENTS SECTION DETAILS Page No NUMBER 1 Executive Summary 6-10 2 Industrial Profile 11-22 3 Company Profile 23-37 Theoretical Background 4 38-44 Utility of the Project 5 50-57 Methodology Adopted 6 58-60 Findings and Conclusion 7 61-75 Recommendations 8 76-77 Limitation 9 78 10 Bibliography 79-84 KLES’s Institute of management studies and Research, Hubli 1 “Customer Perception towards the Post-sale services provided by Umarani TVS auto Agencies” EXECUTIVE SUMMARY The automobile industry in India is growing is at rapid rate of 42%.In general the Two wheeler segment is growing at the rate of 26%.The global Manufacturers like Honda, Yamaha and Suzuki have entered Indian market in collaboration with some Indian companies. The motor cycle segment has become the core of two wheeler market with new launches like TVS Flame, Hero Honda Hunk, Honda Shine,Bajaj Pulsar, Apache RTR 160,Tvs Scooty Pep, Honda Pleasure, CBZ Extreme and so on and there are many still to come. This shows the potential of Indian Two wheeler market and low cost of production will make India a major Auto manufacturing hub. As the launch of various models increase there is an increase need for servicing of this Vehicle TVS is unique from all other two wheeler company in the country because it is without any foreign collaboration. The company was established by T.V Sundaram Iyengar in the year 1911 and was primarily into the production of mopeds. TVS Motor Company Limited, the flagship company of the USD 2.2 billion TVS Group, is the third largest two-wheeler manufacturer in India and among the top ten in the world, with an annual turnover of over USD 650 million. The company has many first to its credit like the introduction of the first indigenous moped and a 100 cc motorcycle in collaboration with Japanese auto giant Suzuki. When the collaboration ended in 2003, many thought that the company would die a natural death due to the exit of the foreign collaborator. However the company proved its detractors wrong by introducing the TVS Victor and rest as they say is history. It is the third largest two wheeler manufacturer in India and has reached tenth position among the world listing. Its dealer and customer network is widely spreaded in India which includes over 500 dealers. This company has been honored with The Deming Prize' for Total Quality Management (TQM) with the hallmark of Japanese Quality. TVS Apache- Bike of the Year 2006 by Business Standard Motoring. International certifications like QS 9000, ISO 9000 and TS 16949. Babasabpatilfreepptmba.com Page 2 “Customer Perception towards the Post-sale services provided by Umarani TVS auto Agencies” The Project titled “ Customer Perception Towards the Post-Sale Service Provided by Umarani TVS Auto Agencies, Hubli.” Is an attempt to check the is to check the satisfaction level of TVS customer regarding the post –sales service provided by Umarani TVS Agency. The main aim of this project was to find the level of satisfaction of the customers regarding the post-sales service & customer preferred areas of improvement for Umarani TVS Auto Agency. Area of study was limited to Hubli City. The methodology has been adopted to Questionnaire methods with personal interviews and the results collimated according to the nature of questions asked. I have used both open-ended and close-ended questions in the questionnaire. With given restricted sample size of the customers in the given area all efforts have made to make sure that data is collected and analyzed. I believe that the conclusions that I have drawn are based on the data I have collected and interpretations I have made are based on the customers feed back. Title of the Project: “ Customer Perception towards the Post-sale services provided by Umarani TVS auto Agencies” Objective: To know customer perception towards the post-sale service provided by Umarani TVS auto agencies” Sub objectives: 1) To study various attributes customers prefer in a two-wheeler service. 2) To analyze the extent of the customer satisfaction for a two wheeler Service 3) To find out difference in perception of customers towards authorized Service provider Vs unauthorized service providers in Hubli city. 4) To study the mindset of customers towards authorized services Offered by Umarani TVS. Babasabpatilfreepptmba.com Page 3 “Customer Perception towards the Post-sale services provided by Umarani TVS auto Agencies” INDUSTRY PROFILE History of Two Wheeler Industry India is the second largest manufacturer and producer of two wheelers in the world. It stands next only to Japan and China in terms of the number of two wheelers produced and domestic sales respectively. The distinction was achieved due to variety of reasons like respective policy followed by Government of India towards the passenger car industry, rising demand for personal transport, inefficiency in the public transportation system etc. Invention of Two-Wheelers History can't be stored or categorized in a water tight compartment; neither can some things be definitely told or strictly defined. In this section a general history of two-wheelers is being traced without trying to venture into strict classification and differentiation. Around 1840 a Scotsman named Kirpatrick Macmillan came up with an idea of a pedal driven bicycle, Macmillan a blacksmith by profession got the idea when he was asked to repair a hobby horse. The first bicycle which its inventor called velocipede slowly started catching the fancy of the people, as inquisitive minds started thinking of faster ways of getting around the town. Ind 1868 in France MIchaux-Perraux attached a small steam engine to a bicycle thus adding a little more steam to the development. Around the same time across the Atlantic a similar steam propelled machine was demonstrated by built by Sylvester Howard Roper of Roxbury, Massachusetts. However the invention of the first motorcycle was done by the German inventors ottlieb Daimler and Wilhelm Maybach in 1885. The first petroleum-powered vehicle, it was essentially a motorized bicycle, although the inventors called their invention the Reitwagen ('riding car'). This engine was prepared more for experimentation rather than for commercial purposes. However as early as 1894 a motorcycle was available for commercial purposes. The bike named Hildebrand and Wolfmuller was manufactured in a small scale few Babasabpatilfreepptmba.com Page 4 “Customer Perception towards the Post-sale services provided by Umarani TVS auto Agencies” hundreds to be precise. These two wheelers died a natural death due to high cost and technical difficulties. Slowly the motorcycles were improved upon and soon they become faster, reliable and more fuel efficient. For a separate history on the development of scooters check out origin of scooters The History of Indian two Wheeler Industry In 1955, the Indian government needed sturdy and reliable motorcycles for its Army and police to patrol the rugged border highways. The first batch of 350cc Bullet from the Royal Enfield Company of UK were received and assembled at Chennai. Bajaj Auto began trading in imported Vespa scooters and three wheelers. Finally in 1960, it set up a shop to manufacture then in collaboration with Piaggio of Italy. The agreement expired in 1971. In the initial stages, the scooter segment was dominated by API,it was later overtaken by Bajaj Auto. Although various government and private enterprise entered the fray for scooters, the only new player that has lasted till today is LML. Under the regulated regime, foreign companies were not allowed to operate in India. It was a complete seller market with the waiting period for getting a scooter from Bajaj Auto being as high as 12 years The motorcycles segment was no different, with only three manufactures viz Enfield, Ideal Jawa and Escorts .While Enfield bullet was a four stroke bike,Jawa and the Rajdoot were two stroke bikes. The motorcycle segment was initially dominated by Enfield 350 cc bikes and Escorts 175 cc bike. The two wheeler market was opened to foreign competion in the mid -80s.And then the market leaders Escorts and Enfield were caught unaware by the onslaught of the 100 cc bikes of the four Indo –Japanese joint ventures. Babasabpatilfreepptmba.com Page 5 “Customer Perception towards the Post-sale services provided by Umarani TVS auto Agencies” With the availability of fuel –efficient low power bike, demand swelled, resulting in Hero Honda then only producer for four stroke bikes (100 cc category ),gaining top slot. The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero Honda brought in the first two stroke and four stroke engine motorcycles respectively. These two players initially started with assembly of CKD kits, and later on progressed to indigenous manufacturing. In the 90s the major growth of motorcycles segment was brought in Japanese motorcycles, which grew at a rate of nearly 25% in the last five years. The industry had a smooth ride in the 50s,60s and 70s when the government prohibited new entries and strictly controlled capacity expansion. The industry saw a sudden growth in the 80s. The industry witnessed a steady growth of 14% leading to peak volume of 1.9mn vehicles in 1990. The entry of Kinetic Honda in mid –eighties with a variometric scooter helped in providing ease of use to the scooter owners. This helped in inducing youngsters and working women towards buying scooters, who were earlier inclined towards moped purchase. In the 90s ,this trend was reversed with the introduction of Scooterette. In the line with this, the scooter segment has constiently lost its part of the market share in the two wheeler market.