New Horizon College of Engineering

A PROJECT REPORT

“A STUDY ON CONSUMER BEHAVIOUR

AT TVS”

In partial fulfilment of the requirements For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION BANGALORE UNIVERSITY

2019-2020

Submitted by P CHETAN KUMAR (Reg. No: 17VFC26036)

Under the Guidance of Mrs. Serah Sudhin (Assistant Professor) NEW HORIZON COLLEGE

Affiliated to Bangalore University, Recognized by Govt. of Karnataka Accredited by NAAC with ‘A’ Grade, Recognized under Section 2(f) of the UGC Act, 1956, The Trust is a recipient of prestigious rajyotsava state award 2012 Conferred by Government of Karnataka

NEW HORIZON COLLEGE

DECLARATION

I, P Chetan Kumar, hereby declare that the Project report entitled “A STUDY ON CONSUMER BEHAVIOUR AT TVS” is prepared by me under the guidance of Ms. Serah Sudhin of Commerce and Management Department in New Horizon College, Bangalore and external assistance by Mr. DEVI DAS, Manager, at TVS (SURYAPRATAP AUTOMOBILES) TC Palya Branch , Bangalore.

I also declare that this Project Report is towards the partial fulfilment of the requirements of Bangalore University for the award of the degree of Bachelor of Business Administration.

Place: Bangalore P CHETAN KUMAR

Date: 01/09/2020 (Signature)

NEW HORIZON KNOWLEDGE PARK, Ring Road, Bellandur Post, Bangalore-560 103. India Tel : 080-6629 7777 Web : www.newhorizonindia.edu E-mail : [email protected]

NEW HORIZON COLLEGE

GUIDE CERTIFICATE

This is to certify that the project report titled― "A Study on CONSUMER BEHAVIOUR AT TVS” is submitted by P Chetan Kumar, Reg.No:17VFC26036 is a record of independent project work under taken by him under my supervision and guidance and the project has not been submitted either in part or whole for the award of any other degree or diploma of any university. The work has been done satisfactory and is recommended for consideration towards partial fulfilment of requirement for the award of the degree of Bachelor of Business Administration, Bangalore University.

Place: Bangalore MS. SERAH SUDHIN

Date: 01/09/2020 (Internal Guide)

NEW HORIZON KNOWLEDGE PARK, Ring Road, Bellandur Post, Bangalore-560 103. India Tel : 080-6629 7777 Web : www.newhorizonindia.edu E-mail : [email protected]

STUDY ON CONSUMER BEHAVIOUR

NEW HORIZON COLLEGE

HOD CERTIFICATE

This is to certify that P CHETAN KUMAR (17VFC26036) is a

bonafide student of Bachelor of Business Administration. The project

work entitled― A Study on Consumer Behaviour at TVS is bonafide

work carried out by P CHETAN KUMAR (17VFC26036) on partial

fulfillment of the requirement for the award of degree in Business

Administration of Bangalore University during the year 2019-2020. It is

to certify that all corrections/suggestions have been incorporated in the

project report and a copy is submitted in the Department Library. This

project work as been approved, as it satisfies the academic requirement

for the award of Bachelors of Business Administration degree.

Place: Bangalore MS. PRASANNA PRAKASH Date: 01/09/2020 (HOD)

NEW HORIZON KNOWLEDGE PARK, Ring Road, Bellandur Post, Bangalore-560 103. India Tel : 080-6629 7777 Web : www.newhorizonindia.edu E-mail : [email protected]

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STUDY ON CONSUMER BEHAVIOUR

NEW HORIZON COLLEGE

PRINCIPAL CERTIFICATE

This is to certify that P Chetan Kumar (17VFC26036) is a bonafide

student of this college. The project work entitled “A Study on Consumer

Behaviour at TVS” is bonafide work carried out by P Chetan Kumar

(17VFC26036) in partial fulfilment of requirement for the award of degree

in Business Administration of Bangalore University during the year

2019-2020.

Place: Bangalore DR. R. BODHISATVAN Date: 01/09/2020 (Principal)

NEW HORIZON KNOWLEDGE PARK, Ring Road, Bellandur Post, Bangalore-560 103. India Tel : 080-6629 7777 Web : www.newhorizonindia.edu E-mail : [email protected]

STUDY ON CONSUMER BEHAVIOUR

ACKNOWLEDGEMENT

I am greatly indebted and express my special thanks and appreciation to the Principal Dr. R . Bodhisatvan and Management of New Horizon College, Bangalore for their unstinted support, facilities provided and co-operation in pursuing the Bachelor of Business Administration Project.

I owe, my sincere gratitude to the Head of Department Ms. Prasanna Prakash and Project Guide Ms. Serah Sudhin for providing insightful comments, constructive criticism, excellent guidance and academic inputs throughout this period of project work.

The author would like to express a deep sense of gratitude and thank the Directors, Management and Staff members of Big Bazaar for their timely support, permission and valuable information towards pursuing of the project.

The help rendered by the faculty members for the encouragement and inspiring suggestions greatly acknowledged.

Finally, I put on record my thanks and trustworthiness to parents, well-wishers and all the respondents who provided me with every support for the successful completion of the project.

P Chetan Kumar

(17VFC26036)

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CONTENTS

INTRODUCTION 1 - 07

COMPANY PROFILE 7 - 42

DATA ANALYSIS 43 - 74

HYPOTHESIS 75 - 87

SUMMARY 88 - 90

CONCLUSION 91 - 92

QUESTIONNAIRE 92 - 96

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CHAPTER -1 INTRODUCTON Marketing is defined as a social & managerial process by which individuals and group obtain what they need and want through creating and exchanging products and value with others. To explain this definition, we examine the following important terms. Need: A human need is a state of fell deprivation of some satisfaction. These needs are not created by their society, by marketers, they exist in the very culture of human Biology the Human conditions (Human wants are the form of human needs shaped by culture as or their individual personality). These needs are basic part of the human make up. Wants: Wants are the for taken by human needs as they are shaped by culture & individual personality wants are described in terms of objects will satisfy needs. Demand: Wants become demand when backed up by purchasing power and willingness to pay. Product: Anything that can be offered to the market for attention acquisition use, are consumption that may satisfy a want or need. It includes physical objects. Services persons, places, organization and ideas. Value: The difference between the values the customer gains from owning and using a product and the costs of obtaining the products. Satisfaction: Satisfaction is the extent to which a product perceived performance matches buyer expectations. If the products performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted.

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Quality: Programs designed to constantly improve the quality of the products, services and marketing processes. Transaction: A trade between to parties that involves at least two things of value agrees upon conditions, a time agreement and place of agreement.

Relationship: The process of creating, maintaining and enhancing strong value – laden relationships with customers and other take stockholders. It refers to the building up of goodwill, which ultimately results in a marketing network, which leads to profitable transactions with customers.

1.4 MARKET & MARKETING: Marketing is so basic that it cannot be considered a separate function. It is the whole business seen from the point of view of its final result. That is from the customer‟s point of view.

1.5 MARKET Origin and meaning: The term “market” is derived from the Latin word „Marcatus‟ which means merchandise, trade or a place where business is conducted. In ordinary language the term market means a place where goods are bought and sold. Market need not necessarily means any particular place. It is wider in scope. 1.6 Definitions: American marketing Association defines a market as “the aggregate demand of the potential buyers of the commodity or services” Prof. JEVONS defines a market as “any body of persons who are in intimate business relations and carry on extensive transactions in any commodity”. Thus, market may be defined as a relationship between consumer and producer occurring or established at a time and place and at a value Mutually agreeable and acceptable to both the parties.

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Evaluation of markets: The need for market evolved as a historical process in the early stages of civilization. Each person produced whatever he needed for himself. He made his own clothes, killed animals for his food in general, looked after his own and his immediate family requirements. Later came age of specialization and each person made a set of item and then exchanged the excess with the other for items, which he needed. This was he needed. This was the barter stage. Thus, a person who looked after cows, had more milk, then he could use for himself. So he sold the excess to others who had no milk. In return, he got from them, clothes, footwear, food which he did not have, but which the others produced in large quantities. From there, civilization moved to the stage of markets that is local market, where people brought their produce to a particular spot and exchanged their goods there. In India, in remote villages, local bazaars are the meeting points where commodities are exchanged on certain days in a week. In more advanced communities, the temporary bazaar has evolved into a permanent feature with stall some shops.

1.7 CLASSIFICATION OF MARKETS: Markets can be classified in many ways. Generally markets are classified on the following basis. a) On the basis of area • Local market • National market • World market b) On the basis of time • Short period market • Long period market c) On the basis of transactions • Spot market • Future market

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d) On the basis of volume business • Wholesale market • Retail market e) On the basis of regulations • Regulated market • Unregulated market f) On the basis of goods • Commodity market • Capital market g) On the basis of nature of competition • Perfect market • Imperfect market

1.8 Marketing: Evolution of marketing:

Marketing is a comparatively new field, but strangely enough, it has also been of the world‟s oldest professions. The formal study of „exchange process and relationship- which is called marketing‟ started in 1920s.

With the industrial revolution, which gave a fillip to the means of production of goods, the speed of selling could not keep pace with speed of manufacturer and a solution had to be found.

Thus, arouse the need for marketing knowing what the consumer wants before planning to make it, offering products which the customer wants to buy, not to produce which we find convenient to manufacture, organizing distribution system which matches customer‟s habit- not the habits of our industry, and taking production and distribution decisions on the basis of the feedback from the market place. Since 1920, the situation was reverted and the supply generally exceeded the demand. Thus, the stage has set to shift the spot light from production to marketing.

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1.9 MEANING: The ultimate purpose of production is the satisfaction of human wants. Production of goods has no meaning unless they are distributed to consumers. The goods produced should be transferred to consumers at a time when they needed them. Marketing helps in doing so. Thus, marketing makes goods more useful to society by getting them where they are wanted, when they are wanted and by supplying to them to those people who want them. It is in this sense that marketing has defined as “all the activities involved in the creation of place, time and procession utilities”. Place utility is created by transporting the goods from the place of production to the place where they are needed. Time utility is created by making goods available to consumers at a time when they are needed. Procession utility is created by transferring the ownership and procession of goods from the producer to the consumer.

1.10 DEFINITIONS: American Marketing Association has defined marketing as “the performance of business activities that direct the flow of goods and services from producer to consumer or user”

According to EFL Breech: “Marketing is the process of determining customer demands for a product or service motivating its sales and distributing it into ultimate consumption at a profit”. -Philip kotler. “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

Modern marketing definition says that • Discovering and translating consumer needs and desires into products and services • Creating demand for these products and services. • Servicing the consumer demand with the help of marketing channels, and in turn.

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1.11 IMPORTANCE OF MARKETING IN TODAY’S WORLD: Marketing is considered to be the sole of modern business and society. Marketing is the connecting link between the producer and consumers. Marketing process bring new and improved quality goods to consumers, marketing raises the standard of living of the people by satisfying varied and innumerable needs and wants of consumers. Marketing facilities mass production. It will lower the cost of production and prices to consumers. Lower price to consumers means a real rise in the national income. Marketing provides employment continuous production and continuous marketing offers wide employment opportunities to people it offers employment and income to about 30 Percent -40 Percent of the total population.

Marketing generates revenue to the firm. It is the art of earning profit through profitable sales. It gives up to date information to the top management about nature and character of demand. All management decisions are taken on the basis of marketing information. Tremendous changes have taken place around us. The tests, preferences and attitudes of consumer are ever changing. Therefore it becomes essential to introduce new products, to make necessary changes in the product and to find new uses for the existing product. Marketing is the channel of communicating the changing fashions, changing preference, changing styles, etc, to the top management.

Even countries like Great Britain, Italy, Sweden, etc, are looking to modern marketing practices as a way to improve their economic health. Communist countries are advertising, pricing and other marketing activities to improve their domestic distribution system and to compete more effectively in international trade. 1.12 MARKETING CONCEPT: As business has come to know that marketing is virtually important to the success of a firm, an entirely new way of thinking in a new philosophy has evolved, which is known as marketing concept. The concept is based on three fundamental benefits. They are:- ➢ All company planning and operation should be consumer oriented.

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➢ The goal of the firm should be profitable sales and not volume for the sake of volumes alone. ➢ All marketing activities of the firm should be organizationally co-oriented.

In its fullest sense marketing concept is a philosophy of business that states that the consumer‟s want satisfaction is the economic and social justification for a firms existence. Consequently, all the company activities must be devoted to finding out what the consumer wants and then satisfying those wants, while still making profit over a long run.

1.13 OPPURTUNITIES FOR MARKETING SUCCESS:

1. Opportunities to provide customers satisfaction, which is of paramount importance. It is ultimate justification for marketing. It represents discovery of consumer wants yet to be satisfaction. 2. Opportunity to innovate to develop new product, to device to find new ways of distributing products to discover new and creative means of promotion. This can be regarded as best opportunity for developing meaningful marketing action. 3. Opportunity to improve marketing efficiency is also challenging. 4. Opportunity to create competitive difference is big challenge in all means of promotion. It gives individual status. 5. Opportunity market, which is, based on market segmentation and extremely useful and important device in modern marketing.

1.14 CONSUMER BEHAVIOUR UNDER BUYING ROLES:

1) INITIATOR: The person who first suggests or things of the idea of buying a particular product.

2) INFLUENCER:

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A person, who views or advises, influences the buying decisions.

3) DECIDER: A person who ultimately makes a buying decision.

4) BUYER: A person who makes the actual purchase.

5) USER: A person who actually is a consumer or user of a product or services. “A customer is the most important visitor in our premises. He is depended on us. We are dependent on him. He is not an interruption on our work. He is the purpose of it and not an outside on our premises. He is a part of it. We are not doing him a favor by giving us the opportunity to do so.”

1.15 BUSINESS PROCESS:

INDENTIFY THE ROUGH CUSTOMER PROPER DESIGN AND CUSTOMER ADVERTISEMENT & WANTS NEEDS COMMUNICATION SALES

CUSTOMER RESULTS IN EXPERIENCE OFFER INDUCE CUSTOMER VALUE WITH THE PRODUCTS CUSTOMER AND DELIGHT PRODUCT & BRANDS TRIAL

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A. Support Process:

Spare as important as our Core Business Process we have six Support Process as shown below:

Procurement & Provide & sub-contracting Manage Process Information

Provide & Manage Customer Core People Process Business Support Process

Infrastructure Monitor Provisioning & Measure & Maintenance Improvement B. Core Business Process:

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Management Process

Marketing Process

Planning & project management

Product Realization Process

Delivery & Invoicing Process

1.16 CONSUMER ADOPTATION PROCESS: The following are the stages in the consumer adoption process, when a consumer buys a product are: 1) AWARNESS: The consumer in this stage becomes aware the product but he is not equipped are furnished the information. 2) INTEREST: The awareness creates interest and paves way to seek information about the product. 3) EVALUATION: The consumer considers the merit of trying the product. 4) TRIAL:

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The consumer tries the product to judge its value and benefit. 5) ADOPTION: Satisfied with the trial of the product the consumer becomes regular user and a over a period of time a brand loyal customer.

MEANING OF CONSUMER.

Consumer buys goods and services for his or her own use, for the use of household, or as gift for a friend, in each of these contexts individuals, who are refereed, buy the goods for final use to as “END USERS” or “ULTIMATE CONSUMERS” WHAT IS A CONSUMER ? A consumer is the most important person ever in this company a person .A consumer is not dependent on us, we are dependent on him. A consumer is not an interruption of our work; he is the purpose of it we are not doing a favor by serving him; he is doing us a favor by giving us the opportunity to do us.

A consumer is not someone to argue or match with nobody even an argument with a consumer .A consumer is person who brings us his wants it is our job to handle them profitably to him and to consumers. CONSUMER BEHAVIOR

The term consumer behavior refers to the behavior that consumers that consumers display in searching for purchasing, using, evaluating and disposing of products a source that they except will satisfy their needs WHAT IS CONSUMER BEHAVIOR The wealth of products and services produced in a country make our economy strong, Almost all products, which are available to buyers ,have a number of alternative supplies i.e., substitute products are available to consumers, who make a decision to buy products. Therefore, a seller, most of his time, seeks buyers and tries to please them. In order to be successful, a seller is concerned with

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➢ Who is the consumer? ➢ What do consumers buy? ➢ When do consumers buy? ➢ How do consumers buy? ➢ Why do consumers buy? ➢ From where do consumers buy?

PERCEPTION Perception determines how the individuals become aware, of the information received from the environment. Perceptions vary from one person to person, each individuals Perceive differently about the same situation. DEFINATION OF PERCEPTION Udaipareek has defined the “Perception is the process of receiving, selection, organizing, interpreting, checking and reacting to sensory stimuli or data.”. Perception is the process by which an individual select, organize and interpret stimuli into a meaningful and coherent picture of the world. Perception has strategy implication for marketers, because consumers make decision based on what they perceive, rather than on the basis of objective reality. The lowest level at which an individual can perceive a specific is called the absolute threshold .The minimal difference can be perceived between two stimuli‟s is called the differential threshold or just noticeable differences.

Most stimuli are perceived above the level of consumer conscious awareness, however weak stimuli can be perceived below the level of conscious awareness .Research does not support the contention that subliminal stimuli affect consumer – buying behavior. Consumer selection of stimuli from the environment is based on the interactions of their expand motives with stimulus itself. The principle of selective perception includes the following concepts selective exposures, selective attention, perception defense and perceptional blocking. People

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usually perceive things they need or want, and block the perception of the necessary, unfavorable, or painful stimuli. Interpretation stimuli is highly subjective and based on what the experts to see in light of previous experience, on the number of plausible, and on the clarity of the stimulus itself. Influences that tend to distort objective interpretation include physical appearances stereotypes, hello effect irrelevant cues, first impression and the tendency to jump the conclusions. Just as individual have a perceived self-image as a certain kind of person so too do products and brands have images( i.e. symbolic meaning) for the consumer.

The perceived image of products or services ( i.e. positioning ) in probably more important to its ultimate success are its actual physical characteristics . Products and services that are perceived favorably have a much better chance of being purchased than products or services with unfavorable or neutral images.

Compared with manufacturing firms, services marketers face several unique problems in the positioning at promoting they‟re offering ,including the service environment and service characters tics (e.g. intangibility viability, perishable , simultaneous production and consumption).

Regardless of how-well positioned a product or service appears to be the marketers may be forcing reposition in it response to market events such as new strategies or changing consumer preferences.

Consumer often judge the quality of service on the basis of variety of informational cues, some are intrinsic to the product (e.g. color, size, Flavor, aroma) while other are extensive (e.g. price, store, image, brand image, service, environment) in other absence of direct experience or other experience. Consumer often relies on price as indicator of quality .The image of retail stores influence the perceived quality of products they carry, as well as the decision of a consumer as to where stop.

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Consumer imaginary beyond perceived price as store image to the producers themselves .Manufacture who enjoys a favorable generally find the new products are accepted more readily than those of manufacturer with less favorable or „ neutral „images. A consumer‟s decision to be loyal or un-loyal is the sum of many small encounters with the company that are in order. for their entire small encounters to add up to consumer loyalty, companies need to create a “ BRAND CONSUMER EXPERIENCE”.

TYPES OF CONSUMER BEHAVIOUR

A consumer decision making varies with a type buying decisions .There are great differences between buying toothpaste, a personal computer and a new car and expensive are likely to involve more buyer deliberation and more participations.

❖ Complex buying behavior; Consumers go through complex buying complex buying behavior when they are highly in a purchase on aware of significant among branch. consumers is highly involved when the product is expensive, brought infrequently and risky .Typically the consumer doesn‟t know much about the product category and has much to learn.

This buyer will through consumer process characterize by first developing believes about the product, then attitudes ,then making a through purchase choice marketer of a high involvement product must under information gathering and evaluation behavior of high involvement of consumers.

❖ Reducing buying behavior ; Sometime consumer involved in purchase but sees little differences in the branch ,The highly involvement is again based on fact that the purchase is expensive ,infrequently and risky .in this ,the buyer will shop around to learn what is available but will buy fairly quickly because brand differences are not pronounced. The buyer may respond primarily to good or to purchase convince .

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❖ Habitual buying behavior; Many products are brought under condition of low consumer involvement and absence of significant brand differences .consider the purchase of sugar consumer have little involvement in this product ,they go to store and reach for the brand if they keep searching for the brand it is out of habit not strong brand loyalty there is good evidence that consumer above involvement with most low cost frequent purchase. Consumer do not search extensively for information about the brand evaluate their characteristics and make weighty decision on which brand to buy instead they passive recipients information as they watch television reception

❖ Variety seeking buying behavior; Some buying situations are characterized by low consumer involvement but significant differences here consumer are often to do a lot of brand switching an e.g.accurs in purchasing cookies without much evaluation and evaluates it during consumption but next time the consumer may reach for another brand out of boredom are a wish for a little taste brand occurs for the sake of variety rather than dissatisfaction.

PERCEPTUAL PROCESS; Perception as a process of selecting receiving organizing interpretation checking and reacting of stimuli this like on input through put-out put process .This stimuli consider as input selection organization and interpretation as through put s and the ultimate behavior as outputs. Inputs Through outputs (Stimuli /instinct) ------{selecting, organizing ------(Action) and interpretation} 1. RECEINGT STIMULI The perception process is starts with reception of stimuli, stimuli are things that evoke activity in living beings, the stimuli are received from various sources through five sensory organs, we see, here, smell, Este and touch things.

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2. SELECTION OF STIMULI People In their everyday life bombarded by myriads of stimuli ,they cannot assimilate what they observe or receive from the environment at a time ,hence they select some stimuli for further processing and attach Meanings to them, selection of stimuli depends upon two factors.

a. External factors External factors relates to the intensity of stimuli its size, movement and reception, etc. b. Internal factors Internal factors relates to the perceiver such as his /her age, learning interest etc. normally people selectively perceiver object or things‟ that interest to the most in particular situation and avoid other these is also called selection perception .

3. ORGANISATION OF STIMULI

After selecting the stimuli, they need to be organized to be I some form to assign meaning to them ways by which the selected data or the inputs or organized

4. INTERPRETATION

The data collected and organized remain meaningless to the perceiver till meanings are assigned to them assigning meanings to data is called interpretation, factors influencing interpretation in organization are, allow affect attribution, stereotyping personality, person perceived the perceiver.

CUSTOMER ORIENTATION

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BACKGROUND All experts and researchers, both national; and international, agree that one of the most important issues for the future from societies point of view is how the public sector can adopt a consumer oriented outlook in its relation to its citizens ,it is going to be great importance I the future for this tax payer funded sector to able to justify its funding by producing high quality services for the citizens of courses this is already important today

CUSTOMER S INFLUENCE Since the customers finance our operation ,they and other customer groups ought to ber involved in the development of our services ,this is particularly importance in relation to future services such as electronic administration ,services to the business community ,and protection against the infringement of trademarks etc , they must continuously carryout surveys in order to find out what the customer groups think of services we provide for society.

To do this we need communication, a continuing conversation, with all customer groups the strategic conversation with the customers is defined in special process, customer dialogue. DAILOGUE WITH CUSTOMERS:

The customer dialogue described in terms of as follows.

❖ Identification of customer group for each process ( this process can be done through customer surveys or through special joint working groups ) ❖ Dialogue with customer groups about the development of (this can be done through customers services ,ongoing conservations with focused groups or small scale questionnaires ) ❖ Improvement of process based on customer wishes ❖ Measurement of what customers think of our performance on the process . SERVICE STATEMENTS Describing who our customers are demonstrates the need for our services, it also enables us to measure our performance in relation to this needs ,it also important to

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combine this work with service statements in which we tell various customer groups what level of services they can expect for coming period ,so that the customers have something relates to this ,this is the process of making customer orientation a practical ,functioning reality and customer orientation is the key to the public service of the future.

THE CUSTOMER IS KING In today scenario all activities shall be based on view from the outside and insiders the basic principles is to keep in mind those we are here to serve, or as they say in international context “THE CUSTOME IS KING”.

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CHAPTER – 2 RESEARCH DESIGN AND METHODOLOGY

The title of the project is “A STUDY ON CONSUMER BEHAVIOUR TOWARDS SALES OF TVS VEHICLES” (with reference to SURYAPRATAP MOTORS TVS T.C,PALYA).

STATEMENT OF THE PROBLEM:- The title “A STUDY ON CONSUMER BEHAVIOUR TOWARDS SALES OF TVS” (with reference to SURYAPRATAP TVS MOTORS T.C.PALYA).

“VEHICLES” is selected because sales play very important role in the development of enterprise and the project is aimed at understanding the consumer purchasing decisions in purchasing TVS vehicles. To analyze the consumer perception towards sales of TVS vehicles.

PURPOSE OF STUDY:- The purpose of doing this project is mainly to make through study of the company from its inception till date.

1. The purpose of this project is to fulfill the academic requirements of University. 2. To understand how sales is done by the company for the purpose of Satisfying the customers. 3. To make through study of sales done by the company and its impact.

OBJECTIVES OF THE STUDY:- The main objectives of the study are as follows 1. To find how sales is done. 2. To understand the behavior of consumers towards sales. 3. To gain in depth knowledge with reference to marketing particularly sales done by them.

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4. To know the history and company agenda. 5. To gain some practical experience about management activities. 6. To know the strategies and policies followed by the company.

HYPOTHESIS 1 Customer care 2 Presence of sales representative.

Scope of research The study was conducted at SURYAPRATAP MOTORS TVS, in the area of marketing. The study has covered most of the sales provided by the dealers of TVS Ltd., The study is done to know that what extent the sales is done by the company is successful on benefiting the customers ultimately the company and to know what role is played by the management to fulfill this and to increase good will of the company.

Sample Size The Survey method that was used to collect the primary data is the interview method. The respondents were personally interviewed by issuing questionnaires and the survey was conducted. The sample size was restricted to 100 samples after considering the degree of confidence and the degree of error. The sample size is restricted to T.C.PALYA town alone.

DATA ANALYSIS Simple stoical tools such as averages, ranking, means etc…. are used, Graphs and charts are also used to have a better pictorial understanding.

PLAN OF ANALYSIS The collected data has been classified, tabulate, analyzed and interpreted in an organized manner. Inferences have been drawn carefully and methodically with

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supportive guidance to avoid discrepancies in the survey. Conclusions have drawn and suggestions have been made to the best of knowledge. All the work is done under the assumption that the data collected from the respondents was accurate. Throughout the survey and throughout the time the report was prepared, errors and mistakes have been made minimal despite the knowledge of the fact that with a sample size of 100, various hindrances are bound to occur. Utmost care has been taken while preparing this report to see that it can be clearly understood by the reader as well as beneficial for the com Care was also taken while preparing this report to suit the requirements of Bangalore University.

LIMITATIONS OF STUDY

Some of the limitations of this study are I. Due to tie constraint the study was limited to T.C.PALYA town and the number of respondents was restricted to 100 II. It is assumed that the respondents understood the questions in the questionnaires as they were supposed to. The chances of misunderstanding were remote but it cannot be ruled out. III. It is assumed that the information given by the respondents is true as per their knowledge and hence the chances of biased information is remote but definitely cannot be ruled out. IV. Due to the limited number of respondents, the finding may not be the same for the whole population.

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CHAPTER - 3

COMPANY PROFILE

Company Brief Contents

1. History

2. Awards

1. History

1. a. The Legacy of TV Sundaram Iyengar

TVS Motor traces its origins back to the entrepreneurial spirit of Trichur Venkagaruswamy Sundaram Iyengar who gave up lucrative careers in the Indian Railways and in banking to set up his own business. He began with Madurai's first bus service in 1912 and founded T.V.Sundaram Iyengar and Sons Limited, a company that consolidated its presence in the transportation business with a large fleet of trucks and buses under the name of Southern Roadways Limited. When he died in 1955 his sons took the company ahead with several forays in the automobile sector, including finance, insurance, manufacture of two-wheelers,tyres and components. The group has managed to run 33 companies that account for a combined turnover of nearly $3 billion.

1. b. The Early Years

Sundaram Clayton, then the flagship company, was founded in 1962 in collaboration with Clayton Dewandre Holdings, United Kingdom. It manufactured brakes, exhausts, compressors and various other automotive parts. The company set up a plant at Hosur in 1978 to manufacture mopeds as part of a new division. A technical collaboration with the Japanese auto giant resulted in the joint-venture Ind Suzuki Limited in 1982 between Sundaram Clayton Ltd and Suzuki Motor Corporation.

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Commercial production of motorcycles began in 1984.

1. c. The TVS Suzuki Relationship

TVS and Suzuki shared a 19 year long relationship that was aimed at technology transfer to enable design and manufacture of two-wheelers specifically for the Indian market. Rechristened TVS-Suzuki, the company brought out several models such as the Suzuki Samurai, Suzuki Shogun and Suzuki Fiero. Differences in opinion on how to run the join venture eventually led to the partners going their separate ways in 2001 with the company being renamed TVS Motor, relinquishing rights to use the Suzuki name. There was also a 30 month moratorium period during which Suzuki promised not to enter the Indian market with competing two-wheelers. The company also got over a period of labour unrest that required Chairman Venu Srinivasan to take tough measures to resurrect a company that was in a state of turmoil. He would go on to invest in new technology, nurture in-house design, and implement Toyota-style quality programs.

1. d. Rise to Present Prominence

Over the years TVS Motor has grown to be the largest in the group, both in terms of size and turnover, with four state of the art manufacturing plants in Hosur, Mysore and Nalagarh in India and Karawang in Indonesia. TVS Motor is credited with many innovations in the Indian automobile industry, notable among them being the introduction of India's first two-seater moped, the TVS 50cc. The company became the leader in its category of sub 100 cc mopeds, having sold 7 million units. It also introduced the TVS Scooty, which is India's second largest brand in the scooterette segment. The TVS Jive launched in November 2009 became India's first clutch-free motorbike aimed at a stress-free rider experience [10] while the unisex scooter Wego is targeted at urban couples, featuring body-balance technology for easier handling.

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2. Awards

TVS Motor won the Deming Application Prize in 2002, becoming the first and only Indian two-wheeler company to win the award given to companies that do outstanding work in the field of Quality Management. It is considered to be one of the world's most prestigious quality awards. [12] The same year, the work done for the TVS Victor motorcycle won TVS Motor the National Award for successful commercialization of indigenous technology from the Technology Development Board, Ministry of Science & Technology, and Government of India. In 2004, TVS Scotty Pep won the 'Outstanding Design Excellence Award' from BusinessWorld magazine and the National Institute of Design, Ahmadabad. [14] The effective implementation of Total Productivity Maintenance practices won TVS Motor the TPM Excellence Award given by the Japan Institute of Plant Maintenance in 2008.

TVS Motor has won several management awards, notable among them being the Emerging Corporate Giant in the Private Sector awarded by The Economic Times and the Harvard Business School Association of India. Business Today magazine awarded TVS Motor the Best Managed Company and the Most Investor Friendly Company awards. Its advertising practices won it the Good Advertising award by Auto India Best Brand Awards 2009. Company Chairman Venu Srinivasan is a recipient of several awards for corporate excellence such as the Star of Asia Award by Bloomberg Business Week and the JRD Tata Corporate Leadership Award. The University of Warwick, United Kingdom gave him an honorary Doctorate of Science degree while the Government of India honored him with the Padma Shri, one of India's highest civilian distinctions.

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Innovative implementation of Information Technology has won TVS Motor the Ace Award for Most Innovative Net Weaver Implementation in 2007 awarded by technology major SAP AG and the Team Tech 2007 Award of Excellence for Integrated use of Computer-aided engineering Technologies. BRIEF HISTORY OF TWO-WHEELERS IN INDIA

India is the third largest producer of two wheelers after Japan and China and the second largest consumer after China despite of the poor road infrastructure and the major purchasing power of the two wheeler industry in India has encouraged a wider appeal with the masses as a means of private transportation.

Two wheelers are usually classified in 3 type‟s scooters, motorcycles and mopeds. A look at the post independence is that the wheelers industry has witnessed three distinct phase of growth.

PHASE 1 :-( 1947-1984 )

The Indian two wheeler monopolistic during the first 37 years. Since independence when volumes grew at a slow pace

Bajaj auto had an undisputed leadership over the make, which was the major player in the industry. Consumer had to literally wait for years before accruing a Baja vehicle. The industry registered a compounded rate of 12% during the Seventies.

PHASE 2: - (1984-1994)

The second phase began in the mid-eighties when the scooter was partially deregulated. This phase saw Japanese company‟s typing up with domestic players and new models were introduced in specific segments. Even though the demand was apparently strong for scooter.

Most of the Japanese ventures like Kawasaki, Bajaj, Hero Honda, and TVS Suzuki opted to produce motorcycle except for the kinetic Honda are which choose to

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manufacture scooter. The annual growth rate for the two-wheeler industry during the phase stood at 16.4%.This phase extended till the early nineties and there was a succession during the last part of this phase i.e., 1992-93. The production of scooter feels by at 16% in 1992 and by 08% from the fallowing years. PHASE 3 :-( 1994-2003)

This phase began in 1994 when sales started accelerating. The market saw a steep increase in the demand. In 1995 the industry produced about one million scooters, 6 Lakhs motorcycle about 5 Lakhs mopeds. The motorcycle, segments sales grew by 27.8% from April 1995 – Dec 1995. During the same period, scooter sale grew by 17.26% and mopeds by 20.70% almost all companies are going in for capacity expansion. In the year 2000-01 and 2001-02 TVS company has introduced new vehicles i.e., TVS Victor, Fiero F2, Scotty Pep etc.

PHASE 4: (2003 Onwards)

In this phase TVS company got immense competition in the motorcycle where all the others competitors lanced advanced motorcycle where TVS motorcycle started slowing down in sales .then in 2006 TVS lunched APACHE 150 , In 2009 STAR CITY lunched a economical motorcycle then these two motorcycle get popular in market and then it lunched APACHE RTR 160 and 180, TVS JUPITER, TVS WEGO, TVS VICTOR 150 , TVS SPORTS and recently in 2016 NOV TVS lunched APACHE 200cc and TVS XL 110cc.

FUTURE OF THE TWO-WHEELER:-

Gearing up for new Millennium:

The motorcycle industry is growing very fast in India. It is emerging as a big motorcycle market.

The reasons for this are:

1. Affordability 2. Easy Financial Scheme

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3. Life Style 4. Value of Money. 5. New Technology.

Both the two strokes and four-strokes motorcycle will be well equipped to combust pollution by 2000 A.D by the Euro norms, pollution control. Will become very stringent and only these manufactures will survive, who have very strong R&D will survive, who have very vehicles will have to must these norms. This is very important for the motorcycle industry. These days Motorcycle is not just for the Indian market. Indian Bikes are now being manufactured by keeping in mind both international standard and the world market. Motorcycle today has become a vehicle for the middle class and upper middle class. Quality will be a good product.

Days are gone when we could expect a customer to walk in today the trust is on the concept of selling the vehicle, which includes marketing, advertising and after sales service. The Euro II norms will have to follow strictly, in order to meet the Y2K pollution norms (Euro II) all the other motorcycle manufactures have to adopt either four-stroke technology on catalytic converter fitted in their existing two-stroke motorcycle. As per the government regulation Euro-II norms have to be implemented by every two-wheeler manufactures from 31st march 2000. Whichever company is able to get through the choice will exchange winner. Today India in merging as the second largest two-wheeler market in the world, the annual sales demand it‟s likely to touch 3.70 million by 2000AD

MARKET POTENTIAL

Is the limit approached by market demand as industry marketing expenditures approach infinity, for a given environment

1. Market potential of the two wheeler in India is 16455911 units 2. Market Potential of the TVS in India is

Motorcycle : 1425652

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Mopeds : 975568

Scooters : 82624

Total : 2483844

Market Growth Rate

It is the rate of growth of the two-wheelers in the market with its previous year‟s sales with that of present year sales.

1. Market growth of two-wheelers in India is 94.34%. 2. Market growth of TVS in India is 36.12% as on Dec 2016.

MARKET SHARE OF TWO-WHEELER COMPANIES

The company‟s overall market shares in its sales expressed as a percentage of total market sales. The market as a whole consists of two-wheelers and four-wheelers, which are used by the consumers. Probably for personal use for their transportation and time management. Market share occupied by two wheeler sector in India is 82.68%. Market share of the TVS in two- wheeler sector in India is 28.62%.

VARIOUS COMPETATORS IN THE INDUSTRY

1. Bajaj Auto 2. Hero Motocorp 3. Honda 4. Royal Enfield 5. Yamaha 6. Majestic auto ltd

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7. Suzuki

TWO-WHEELERS MARKET SHARE (%) MARKET GROWTH RATE (%)

HERO 23.07 23.50

TVS 13.04 12.30

Honda 03.30 05.40

Yamaha 32.00 33.90

Royal Enfield 01.03 00.90

KTM 07.00 06.90

Majestic Auto 05.00 04.20

UM MOTORCORP 05.50 05.80

DETAILS Incorporation 2016

Net Worth 51 crores

Sales Turnover 42.26 crores

Group TVS

Plant Location Hosur , Mysore

Employee 3430 +

PLANT LOCATION

SL.NO PLACE ADDRESS

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1. Hosur #.4, Haritha Industrial Layout

Hosur Tamilnadu

2. Mysore Bylathalli village, Kotdatlu post, Mysore Karnataka.

A joint venture between TVS & SUZUKI, Japan which has a 25.98% state. TVS-SUZUKI was the first to launch Indo-Japanese motorcycle in the century in 1984. However the appreciation in the value of the company enquired a mopedmanufacturing unit situated nearly from a group of company. With the profitable moped operations and the indignation of the motorcycle operations, the company posted a turnaround in 1995 and has not looked back since its modern manufacture plant located in hosur.

In the year 2001-2003 the TVS company divided from the SUZUKI and then TVS company aim at giving good vehicles like TVS Fiero, Fiero F2, TVS Victor, TVS50 XL, TVS-50, TVS Champ, TVS Scotty, TVS Scotty pep, TVS-Max 100. TVS XL Super Champ.

It also launched a scooter called Scotty. The company has acquired Hi-Tech computerized facilities with advanced R&D to design products better and faster.

NEW PRODUCTS

The company has launched a

TVS VICTOR 150

TVS STAR CITY plus

TVS SPORTS

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TVS JUPITER

TVS WEGO TVS

APACHE 200

TVS XL 110CC .

A year 2008 emission norm for two-wheeler has become effective from April 2002. Since then TVS has tried its level best to meet the year 2002 norms well ahead of time by suitable modifying the existing two-stroke vehicle. TVS also launched new four-stroke Fiero F2 bike in the year 2003.

By keeping customers preference in vehicles give more mileage TVS centra the brand bike is introduced in the year 2008. For the purpose of meeting the customer needs who anticipate more mileage.

SALES AND PRODUCTION QUANTITY OF TVS

Product Name % of Standard Production Sales Quantity

Motor Cycle 52.69 2,68,075 2,68,075

Mopeds 26.19 3,34,548 3,33,849

Scooter 14.18 1,04,421 1,01,318

Performance during the 2000-01 of two-wheeler industry posted 11.70%. Growth as against a projected growth of 23% during 2001-02 TVS has further consolidated its market share and leadership position in two-wheeler market overall TVS grew by 36% in 2002-03 and sold 9.30 lakhs unit and compared with 6.77 lakhs unit during 2000-01.

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Market share of TVS in two-wheeler industry increased from 18.90% in 199798 and 20.70% in 1998-99 and divided with Suzuki. The market share value of TVS is increased to 26.02% in 2001-02 and 29.02% in 2002-03.

In moped segment TVS consolidated its position by increasing the market share from 48% in 2001-02 and 58% in 2002 moped segments which witnessed a marginal growth of 24% in 2001-02 while TVS showed healthy growth 14% and docked sales volume of 3.34lakhs units.

TVS maintained its 2nd position in motorcycle segment by manufacturing its market share at 22.80% in 2002-03. TVS limited is hoping to see a 9% growth in the financial year 2008-09 in the two-wheeler segment. Despite the sluggish market conditions, the company expects to sell 9, 10,150 units of two-wheelers in 2001-02 financial

The introductions of products like Fiero F2, centra , victor GLX , TVS star city, and the increased production of Scotty where the reasons behind the company posting a growth in the two-wheeler segment. The company had sold 1, 50,000 units of Scotty in the last financial year and the company accepted to sell at least 1, 80,000 units in the current financial year. The scooter and the motorcycle segment where growing in the company getting repeated buyers. A newly introduced Scotty pep it sales more in the year 2003-04.

The company expected TVS victor, which was launched in 2011-12 to touch 75,000 units by end of the current financial year. In November 2013 TVS sold 6500 units and expected sales to the tune of 10,000 units every month in January, February and, March 2014.

PRODUCT PROFILE OF TVS:-

SL NO MODELS

1. TVS 50 XL.

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2. TVS XL Super. 3. TVS XL 110cc. 4. TVS Star city. 5. TVS Sports. 6. New Victor 150 7. TVS Sooty pep+ 8. TVS Jupiter 9. TVS Wego 10. APACHE RTR 160 11. APACHE RTR 180 12. APACHE RTR 200 This is a new vehicle introduced in the year 2003. In these vehicles clear lens indicators, digitally designed Seating, Economy and power mode indicator, RPM meter and Trip meter Aerodynamic international styling.

Anti-skid brakes, Certain-front Suspension, 130mm brake drum /disc brakes, wider 90/90 tyres, rectangular box type swing arm, triple rated rear shocks, pillion seat within rear axle, perfect pillion footrest position, auto Decompression value in kicker, sturdier double cradle frame, dual mapped digital ignition, advanced power pack with 12 bhp, balanced weight distribution.

Electric Start Motorcycle

Technical Specification

ENGINE 150cc

Max Power 12 bhp @ 7500 rpm

Max Torque 10.5 wm @ 6500 rpm

Wheel Base 1270 mm

Max Power 100 km/h

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Fuel Tank 13 Ltrs.

Price 53010 Rs.

Overall Length 2000mm

Over all Width 750 mm

Over all Height 1067 mm

Ground Clearance 155 mm

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SURYAPRATAP TVS MOTORS

SURYAPRATAP TVS (Pvt) Ltd is one the popular a full-fledged dealer in the automobile section in T.c.palya. SURYAPRATAP TVS Pvt Ltd is operated , managed by dynamic and innovative entrepreneur Mr.NAVEEN and Mr.DEVI DAS .

SURYAPRATAP TVS MOTORS Pvt Ltd started functioning in the year 2007 with a very nominal investment in ramamurthy nagar and t.c.palya.

SURYAPRATAP TVS MOTORS Pvt Ltd, has registered itself an inevitable position in the TVS family by virtue of being one of the TVS‟s most successful dealer.

It is running its business activities successfully by selling around 250 vehicles and having market shares of around 39% in t.c.palya for a month a servicing is also done to the customer satisfaction and during the year 2011 they have been awarded with 3rd position in entire Karnataka for their customers‟ satisfaction of TVS automatic agency.

In true, SURYAPRATAP TVS PVT Ltd sprit of awarding, encouraging, outstanding performance by its employees. It is running with 30 employees where in 26 employees in sales and 14 employees in service for the purpose of satisfying the customer.

TVS Motor Company

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Type Public (BSE: 532343, NSE: TVSMOTOR)

Industry Automobiles Founded 1978 Founder(s) Venu Srinivasan Headquarters Chennai, India Key people Venu Srinivasan, Chairman K N Radhakrishnan, President & CEO S G Murali, CFO H S Goindi, President Marketing Harne Vinay Chandrakant, President NPI R Anandakrishnan, VP Business Planning

BLP Simha, President Director, PT.TVS Indonesia

Products Motorcycles, Scooters, Mopeds, Three-Wheelers

Parent TVS Group Subsidiaries PT TVS Motor, Indonesia Website TVSMotor.in

CHAPTER - 4 DATA ANALYSIS & INTERPRETATION

After collecting all the field questionnaire and data from the officer the collected was transferred to a worksheet being classified demographically. The data

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relating to set objectives was then classified and the findings recovered after which the data was graphically represented.

From the processed data the research could roundly speak of its findings and implementation as well as and in arriving at a conclusion.

All the work done under the assumption that the data collected from the respondents was accurate.

TABLE -01 TABLE SHOWING THE SEXUAL DIFFERENCE RESPONDENTS

Sex No. of respondents Percentage

Male 78 78%

Female 22 22%

Total 100 100%

The above table classifies data on the basis of sexual difference accordingly 78% male followed by 22% female . The sexual difference indicates the tastes and preference of customers as it changes on the basis of sex of respond.

CHART -1

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CHART SHOWING THE SEXUAL DIFFERENCE RESPONDENTS

80 70

50 Male

40 Female 30

0 Male Female

INFERENCE From the above table it is inferred that majority of respondents are male and followed by females. Generally motor cycles are preferred only by males and certain vehicles which are manufactured for females are used by the female respondents and in future the percentage of female customers may increase which in turn leads to gaining reputation among female category of customers.

TABLE-2 TABLE SHOWING THE AGE OF RESPONDENTS

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Age No. of respondents Percentage

18-20 27 27%

21-30 32 32%

30-45 28 28%

Above 45 13 13%

Total 100 100%

The above table classifies data on the basis of respondent‟s age. Accordingly 27% of respondents are falling under the age group 18-20 and 32% respondents are falling under the age group 21-30. 28% of respondents are falling under 30-45 followed by 13% respondents above 45 years. The age of respondents indicates their rationality of thinking and power of decision making the pattern of behavior of consumers varies from one group to another.

CHART-2

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CHART SHOWING THE AGE OF RESPONDENTS:-

INFERENCE:-

From the above table it can be inferred that majority of respondents are belonging to 21-30 and 30-45 years of age. As these age group people will be sound enough to take decisions.

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TABLE-3

TABLE SHOWING MONTHLY INCOME RESPONDENTS

Monthly Income (Rs) No. of respondents Percentage

1000-5000 18 18%

5000-10000 32 32%

10000-15000 34 34%

Above 15000 16 16%

Total 100 100%

From the above table it is noticed that monthly income level of respondents is more or less equally distributed in each class ranging from 1000-15000 however 84% respondents earn a monthly income below 15000 followed by 16% above 15000. Income is very important and distinguishing variable because it indicates the capacity or ability of the consumer which help them to strike an exchange.

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Page 41 CHART-3 CHART SHOWING MONTHLY INCOME RESPONDENTS

Above 15000

10000-15000 1000-5000 5000-10000 10000-15000 5000-10000 Above 15000

1000-5000

0 10 20 30 40

INFERENCE

From the above table it can be inferred that respondent‟s purchasing power can be easily accessible on the basis of their income.

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TABLE SHOWING THE PROFESSION OR OCCUPATION OF RESPONDENTS

Occupation/ Profession No. of respondents Percentage

Student 18 18%

Employed 48 48%

House Wife 9 9%

Business 25 25%

Total 100 100%

From the above table it is observed that 18 % respondents are students and 48% respondents are employed and 9% respondents are house wife‟s followed by 25% respondents are running a business.

The profession or occupation is the main factor which determines the purchasing decision of a customer. Hence it places a major role in the aspect of sales.

STUDY ON CONSUMER BEHAVIOUR

CHART-4

CHART SHOWING THE PROFESSION OR OCCUPATION OF RESPONDENTS

No of respondents

Student Employed House wife Business

INFERENCE

From the above table it is inferred that the majority of respondents are employed and of business class. Hence the focus should be on these classes and also on the classes such as students, house wives respectively.

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TABLE -5

TABLE SHOWING INTEREST OF RESPONDENTS IN RIDING TWO WHEELERS

Interest in two wheelers No. of respondents Percentage

92 92% Yes 8 8% No 100 100% Total

From the above table it is observed that 92% of respondents are interested in riding two wheelers followed by 8% of respondents who are not interested.

The interest in riding two wheelers is the basic aspect that sales representative has to know. Hence the interest has to be created among customers.

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CHART-5

CHART SHOWING INTEREST OF RESPONDENTS IN RIDING TWO WHEELERS

No of respondents 100

50 No of respondents 40

0 Yes No

INFERENCE

From the above table it is inferred that the majority of respondents are interested in riding two wheelers. The sales department has to take steps in developing interest in two wheelers.

TABLE -6

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TABLE SHOWING AWARENESS OF RESPONDENTS ABOUT TVS VEHICLES

Awareness about TVS vehicles No. of respondents Percentage

Yes 96 96%

No 4 4%

Total 100 100%

From the above table it is observed that 96% of respondents are aware about TVS vehicles followed by 4% of respondents who are not aware about TVS vehicles.

Awareness among the customer about the product is the basic aspect for the purpose of surviving in the market. Hence to bring awareness among customers that priority has to be given to advertising.

CHART-6

CHART SHOWING AWARENESS OF RESPONDENTS ABOUT TVS VEHICLES

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No of respondents

Yes No

96%

INFERENCE

From the above table it is inferred that the majority of respondents aware about TVS vehicles is very good but still it can be increased through effective publicity.

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TABLE

– 7

TABLE SHOWING THE MEDIA WHICH HAS INFLUENCED THE RESPONDENTS ABOUT PURCHASING DECESSION

Media Influenced No. of respondents Percentage Television 52 52% News paper 38 38% Magazines 6 6% Posters 2 2% Friends 2 2% Hoardings 0 0% Total 100 100%

From the above table it is observed that 52% of respondents responded that they are influenced by television and 38 % of respondents by newspaper and 6% of respondents by magazines and 2% of respondents by posters and 2% of respondents by friends followed by 0% of respondents by Hoardings.

Advertising is the only way to approach the customers hence the sales department has to advertise through different Medias for the purpose of approaching the customers.

CHART-7

CHART SHOWING THE MEDIA WHICH HAS INFLUENCED THE RESPONDENTS ABOUT PURCHASING DECESSION

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TABLE

40 Television

News paper 30 Magazines

Posters

20 Friends Hoardings

0 Television News paper Magazines Posters Friends Hoardings

INFERENCE

From the above table it can be inferred that majority of the respondents are influenced by advertising in TV &News paper.

-8

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TABLE SHOWING THE NUMBER OF TWO WHEELERS OWNED BY RESPONDENTS

No. Of vehicles No. of respondents Percentage 1 63 63%

2 30 30%

3 5 5%

More than 3 2 2%

Total 100 100%

From the above table it is observed that 63% of respondents owned one two wheeler and 30% of respondents own two wheeler vehicles and 5% own three two wheeler followed by 2% own more than three two wheeler vehicles.

The number of vehicles owned by the customers determines brand loyalty as well as interest in purchase of two wheelers.

CHART-8

CHART SHOWING THE NUMBER OF TWO WHEELERS OWNED BY RESPONDENTS

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TABLE

No of respondents 120

100

60 No of respondents 40

0 1 2 3 Morre Total than 3

INFERENCE From the above table it can be inferred that the majority of customer own only one or two wheeler vehicles. Hence the effective customer care & other factors help in retaining and satisfying customers.

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TABLE

-9

TABLE SHOWING THE TVS VEHICLES OWNED BY RESPONDENTS

TVS vehicles owned No. of respondents Percentage

Yes 100 93%

No 0 7%

Total 100 100%

From the above table it is observed that 93% of respondents owned TVS vehicles and 7% of respondents do not own TVS vehicles.

The people own the vehicles due to its various characteristics and features which are liked by them.

INFERENCE

From the above table it can be inferred that the majority of the respondents own TVS vehicles this indicates the popularity of TVS company vehicles among the customers.

CHART-9

CHART SHOWING THE TVS VEHICLES OWNED BY RESPONDENTS

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No of respondents

Yes

0 20 40 60 80 100

Yes No

TABLE-10

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TABLE SHOWING REASONS FOR PURCHASING THE TVS

Reasons for purchase No. of respondents Percentage

Low price 26 26%

Low cost 41 41%

Good Service 17 17%

Durability 12 12%

Others 4 4%

Total 100 100%

VEHICLES BY RESPONDENTS

From the above table it is observed that 26% of respondents prefer TVS Vehicles because of its price and 41% of respondents prefer due to maintenance and 17% of respondents prefer due to service offered by company and 12% of respondents prefer due durability and 4% of respondents prefer due to other factors.

The customers take various factors into consideration while purchasing vehicles hence the preference of customers must be taken into consideration while manufacturing vehicles.

CHART-10

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CHART SHOWING REASONS FOR PURCHASING THE TVS VEHICLES BY RESPONDENTS:-

45 40 35 30 25 20 15 No of respondents 10 5 0

INFERENCE From the above table it is inferred that majority of respondents purchase TVS vehicles because of its Maintenance and price. Hence the other factor which influences customers should also be taken into consideration.

TABLE- 11

TABLE SHOWING THE RESPONDENTS OPINION ABOUT CUSTOMER CARE OFFERED BY THE COMPANY

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Customer Service offered No. of respondents Percentage company

Excellent 12 12%

Very good 27 27%

Good 39 39%

Fair 19 19%

Poor 3 3%

Total 100 100%

From the above table it is observed that 12% respondents responded that customer care of company as excellent and 27% respondents as very good and 39% as good 19% as fair and 3% as poor.

The success of a company mainly depends on the good customer care offered hence good customer care leads to increase in sales.

CHART-11

CHART SHOWING THE RESPONDENTS OPINION ABOUT CUSTOMER CARE OFFERED BY THE COMPANY:-

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No of respondents Excellent very Good Good Fair Poor

3% 19% 12% 27%

39%

INFERENCE

From the above table it can be inferred that the majority of respondents has responded customer care as very good and good. Still betterment is needed in customer care to attract the customers.

TABLE-12

TABLE SHOWING RESPONDENTS OPINION ABOUT THE CUSTOMER CARE OFFERED OTHER THAN TVS COMPANY

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Customer care of other No. of respondents Percentage companies

Hero 32 32%

Bajaj 23 23%

LML 18 18%

Yamaha 27 27%

Total 100 100%

From the above table it is observed that 32% respondents responded that Hero Honda is providing good customer care other than TVS Company and 23% preferred Bajaj and 18% preferred LML and 27% preferred Yamaha. As customer care is very important in attracting customer negligence in this leads to the possibility of shifting the brand hence the aspect possibility of shifting the brand. Hence the aspect of customer care takes a important position.

CHART-12

CHART SHOWING RESPONDENTS OPINION ABOUT THE CUSTOMER CARE OFFERED OTHER THAN TVS COMPANY

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INFERENCE

From the above table it can be inferred that Hero is providing good customer care other than TVS Company. So the TVS Company has to provide good customer care for the purpose of competing with its competitors.

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TABLE-13

TABLE SHOWING RESPONDENTS OPINION ABOUT MAINTANCE COST OF TVS VEHICLES

Maintenance Cost No. of respondents Percentage

Very high 11 11%

High 31 31%

Moderate 21 21%

Low 37 37%

Total 100 100%

From the above table it is observed that the 11% of respondents responded that maintenance cost of TVS vehicles as very high and 31% as high and 21% as moderate and 37% as low. The maintenance cost is the main factor which is expected by the customer hence the maintains aspects has to be a key factor in manufacturing vehicles.

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CHART-13

CHART SHOWING RESPONDENTS OPINION ABOUT MAINTANCE COST OF TVS VEHICLES:-

INFERENCE

From the above table it can be inferred that the majority of respondents has responded that maintenance cost of TVS vehicles as low. So the TVS vehicles company still has to produce the vehicles with lower maintenance cost.

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TABLE SHOWING THE RESPONDENTS OPINION ABOUT THE MODE OF PAYMENT PREFERRED TO PURCHASE TVS VEHICLES

Mode of purchase No. of respondents Percentage

Cash 27 27%

Installment 73 73%

Total 100 100%

From the above table it is observed that 27% respondents prefer to purchase vehicles by cash and 73% respondents prefer to purchase on the basis of installments.

The offers such as installment basis attract customer buy the vehicles so that the customer with lower income group will be attracted towards company.

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CHART-14

CHART SHOWING THE RESPONDENTS OPINION ABOUT THE MODE OF PAYMENT PREFERRED TO PURCHASE TVS VEHICLES

No. of respondents

40 No. of respondents 30 20 10 0

Cash Installment

INFERENCE From the above table it can be inferred that the majority of respondents has responded that they prefer to purchase on the basis of installments. Hence the installment scheme has to be introduced to attract customers.

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TABLE-15

TABLE SHOWING THE RESPONDENT AWARENESS ABOUT THE INSTALLMENT SYSTEM PROVIDED BY TVS COMPANY:-

Awareness about No. of respondents Percentage Installment system

Yes 89 89%

No 11 11%

Total 100 100%

From the above table it is observed that 89% respondents responded that they are aware about installment system and 11% responded that they are not aware about installment system.

Awareness in installment system attracts the customers to buy the vehicles by this it leads to increase in sales.

CHART-15

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TABLE SHOWING THE RESPONDENT AWARENESS ABOUT THE INSTALLMENT SYSTEM PROVIDED BY TVS COMPANY

No. of respondents

90 80 70 60 50 No. of respondents 40 30 20 10 0 Yes No

INFERENCE From the above table it can be inferred that the majority of respondents know about installment system. Still effective and advertising should be done to attract customers.

TABLE-16

TABLE SHOWING RESPONDENTS OPINION ON INSTALLMENTS FACILITIES PROVIDED BY THE TVS COMPANY

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Opinion on Installment No. of respondents Percentage basis Fair 48 48%

Good 27 27%

Poor 16 16%

Excellent 9 9%

Total 100 100%

From the above table it is observed that the 48% of respondents as fair and 27% of respondents as good and 16% of respondents as poor followed by 16% of respondents as excellent.

The installment basis provided should be attractive and fair for the customers for the purpose of purchasing the vehicles.

CHART-16

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CHART SHOWING RESPONDENTS OPINION ON INSTALLMENTS FACILITIES PROVIDED BY THE TVS COMPANY

No. of respondents 60

0 Fair Good Poor Excellent

No. of respondents

INFERENCE From the above table it can be inferred that the installment basis provided by the company as good and fair but still the improvement is needed in this regard.

TABLE-17 TABLE SHOWING RESPONDENTS OPINION ABOUT REASONS FOR OWNING TVS VEHICLE

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Reasons No. of respondents Percentage

Transport 72% 72 Time Management 18% 18 Status 9% 9 Others 1% 1 Total 100 100%

The above table classifies the data such as 72% of respondents responded that they own vehicle for the purpose of transport and 18% of respondents responded for time management and 9% of respondents responded for status followed by 1% of respondents responded for various other reasons.

The customers purchase their vehicles for various reasons. Hence the reasons to purchase should be known to manufacture the vehicles.

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CHART-17

CHART SHOWING RESPONDENTS OPINION ABOUT REASONS FOR OWNING TVS VEHICLE

No. of respondents

Others

Status

Time Management

Transport

0 20 40 60 80

No. of respondents

INFERENCE

From the above table it can be inferred that majority of respondents has responded that they use TVS vehicles for the purpose of transport hence the company has to produce the vehicles which are useful for transport purpose.

STUDY ON CONSUMER BEHAVIOUR

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TABLE SHOWING RESPONDENTS OPINION ON FUTURE PURCHASE OF TVS VEHICLES

Plans of purchasing of No. of respondents Percentage vehicles again Yes 53 53% No 47 47% Total 100 100%

From the above table it is observed that the 53% of respondents has responded that they are not interested to purchase TVS vehicles once again. 47% of respondents as responded that they purchase TVS vehicles once again.

The purchase of TVS vehicles indicates the brand loyalty of customers. Hence the company should increase the brand loyalty of customers measures.

STUDY ON CONSUMER BEHAVIOUR

Page 71 CHART-18

CHART SHOWING RESPONDENTS OPINION ON FUTURE PURCHASE OF TVS VEHICLES:-

No. of respondents

53 52 51 50 49 Yes No 48 47 46 45

44 Yes No

INFERENCE

From the above table it can be inferred that majority of the respondents has responded that they are not interested to purchase TVS vehicles again hence the brand loyalty should be increased among customers through appropriate

STUDY ON CONSUMER BEHAVIOUR

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TABLE- 19

TABLE SHOWING RESPONDENTS OPINION ON REASONS FOR CHANGING THE VEHI CLES:- Reasons for change No. of respondents Percentage

Due to outdated fashion 54 54%

Lack of Good service 20 20%

Mileage 16 16%

Technical problem 10 10%

Total 100 100%

From the table it is observed that 54% of respondents has responded that they changing vehicles due to outdated fashion and 20% of respondents has responded change due to the lack of good service and 16% of respondents has responded change due to mileage problem followed by 10% of respondents has responded change due to technical problems.

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CHART-19

CHART SHOWING RESPONDENTS OPINION ON REASONS FOR CHANGING THE VEHI CLES

INFERENCE

From the above table it can be inferred that majority of the respondents are changing due to outdated fashion. Hence fashionable vehicles have to be produced to satisfy the customers.

STUDY ON CONSUMER BEHAVIOUR

Page

TABLE-20

TABLE SHOWING RESPONDENTS OPINION ON PRESENCE OF SALES REPRESENTATIVE DURING VEHICLE PURCHASE

Presence of sales No. of respondents Percentage representative

Yes 59 59%

No 41 41%

Total 100 100%

From the above table it is observed that the 59% of respondents responded that the sales representative has not approached while buying their vehicles. 41% of respondents responded that the sales representative has approached while purchasing their vehicle.

The sales representative is very much important in selling process. The sales representative plays an important role in increase sales.

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CHART-20

CHART SHOWING RESPONDENTS OPINION ON PRESENCE OF SALES REPRESENTATIVE DURING VEHICLE PURCHASE

No. of respondents

20 No. of respondents

0 Yes

INFERENCE

From the above table it can be inferred that the majority of respondents that the sales representative has not approached them hence the company‟s priority should be in the proper work allotment to sale representative

HYPOTHESIS TESTING

1. To know the customer care at SURYAPRATAP TVS. 2. To Know the sales representatives presence at SURYAPRATAP TVS.

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Hypothesis 1 1 To know the customer care at SURYAPRATAP MOTORS TVS.

TABLE SHOWING RESEARCH DATA

Customer Care No. of respondents Percentage

Good 37 37% Fair 34 34% Poor 18 18% Excellent 11 11% Total 100 100%

From the above table it is observed that 37% of respondents has responded that the customer care as good and 34% of respondents has responded that the customer care as fair and 18% of respondents has responded as poor followed by 11% of respondents has responded that the customer care as excellent.

Customer care offered by the showroom is one of the attractions of customers towards the vehicles. In this majority of customers has shown their perception about the service station as good and fair but still 18% of respondents has viewed as poor. This show that the customer care provided should be still improved in order to increase its sales hence it has to be given primary importance.

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No. of respondents 40

20 No. of respondents 15

0 Good fair Poor Excellent

HYPOTHESIS - 2:-

TO KNOW THE SALES REPRESENTATIVES PRESENCE AT SURYAPRATAP TVS:-

Presence of sales No. of respondents Percentage representative Yes 59 59%

No 41 41%

Total 100 100%

From the above table it is observed that the 41% respondents responded that the sales representative was present during the time of purchase and 59% respondents responded that sales representative was not present during the time of purchase.

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Sales representative is very much important during the selling process in this aspect the sales representative has to approach the customers, from the above table it is observed that 59% of respondents has not being attended by the sales representatives. The customers might not notice them because of the confusion among various people who are working in the showroom. But still the effective measures have to be taken for the purpose of betterment by this it has to be given secondary importance.

No. of respondents

41% yes No 59%

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CHAPTER - 5 SUMMARY OF FINDINGS

The findings of the study conducted at SURYAPRATAP MOTORS TVS are specified as under major findings are the important discovers derived out of study. 1. The majority of respondents are male. 2. The majority of respondents belong to the age group between 18-30. 3. The majority of respondent‟s monthly income is between 5000-20000. 4. The majority of respondents is employed and people who are involved Business activity. 5. The majority of respondents are interested in riding two-wheelers. 6. The most of the respondents prefer vehicles of TVS, Bajaj , Hero and Honda Respectively. . 7. The almost all the respondents are aware about TVS Vehicles. 8. News paper and television are the media which has influenced the Respondents. 9. The majority of the respondents own only one two-wheeler. 10. Almost all the respondents own TVS company two wheeler. 11. TVS APACHE series is the most preferred brand among TVS vehicles. 12. To prefer TVS company two-wheeler. 13. The majority of respondents have purchased their vehicles during the year 2016 and before 2016 14. Service of TVS Company as good. 15. Hero motocorp stands in an outstanding position in providing customer care other than TVS vehicles 16. Maintenance costs of TVS vehicles are low. 17. Hero company bikes provide lower maintenance cost other than TVS company bikes.

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18. The majority of respondents prefer to buy vehicles in Installment basis. 19. The majority of the respondents are aware about the Installment facility provided by TVS Company 20. The majority of the respondents rate Installment basis as fair. 21. Almost all the respondents purchase TVS vehicle for Transport purpose. 22. The majority of the respondents are not interested to purchase TVS Vehicles more than one time. 23. The majority of the respondents are not interested to buy TVS Company Two- wheelers again due to outdated fashion and lack of good service. But somehow now a days TVS coming up with new looks and providing good service 24. The sales representative of the company has not approached majority of the respondents during purchase. 25. Almost all the respondents are aware about SURYAPRATAP MOTORS TVS. 26. The majority of the respondents respond that the customers of SURYAPRATAP MOTORS TVS as good & fair. 27. The majority of the respondents recommended others to buy TVS vehicles at SURYAPRATAP MOTORS TVS.

Limitations 1. The study lacks depth due to limited time factor. 2. The review and conclusion of the study is heavily dependent in the Correctness of data provided by the respondents. 3. The survey is subjected to T.C.PALYA town. 4. The number of sample size for this report was respected to 100. 5. Sales are a wide area and hence it is difficult to understand the concepts properly. 6. Attitude of customers is not properly judged. 7. The analysis is than only on the basis of respondents view and the Information provided by management is not taken into consideration. 8. A study is made on the information gathered at SURYAPRATAP MOTORS TVS Pvt. Ltd.

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As regards the suggestion from findings concerned

1. The vehicles are to be designed in such a way that it should be easier for ladies as well as elderly people to ride. 2. The price of vehicles should be made little cheaper so that the people of lower income group as well as students can afford to it. 3. The advertising has to be done in the form of posters and hoardings to attract customers. 4. The company has to produce vehicle with more power and attractive colors for the purpose of attracting customers of young age . From the analysis it is observed that the sales of TVS vehicles has come down from the year 2002, hence effective measures has to be taken to improve sales. 5. As the customers prefer vehicles with more mileage and more pick up, the company has to concentrate towards manufacturing these kinds of vehicles. 6. As the customer prefers to buy vehicles in installment basis the company has to introduce more customer liking installment facilities. 7. The company has to offer some kind of concessions to the customers. Who are purchasing TVS vehicles for second time 8. The company should provide exchange offers to the old vehicles, so as to retain their old customers. 9. The company has to manufacture the vehicles according to the fashion which is preferred by the customers. 10. The sales representative has to approach the people for the purpose of attracting them to buy vehicles. 11. The SURYAPRATAP TVS motors has to provide facilities like test-drive, road Shows etc., for the customers in purpose of keeping contact with them. 12. The service of SURYAPRATAP TVS motors has to be improved for the purpose of Satisfying customers so as to avoid them going to private services. 13. The TVS Company has to still provide effective after sales service to Retain its customers.

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CONCLUSION

TVS Company is in a good position even in this tough competition. The sales of TVS Company Went at a lower phase after their breakup with SUZUKI Company Japan, but with the introduction of TVS Victor GL which was the first bike released in market after breakup which increased the sales and by this inspiration the TVS Company released various types of vehicles for different classes of people. It has introduced Scotty pep for ladies, TVS Centra, Fiero F2 for the people who aspire more mileage. Like this TVS Company has kept the customers interest and aspirations into consideration and is engaged in manufacturing customer loving vehicles. SURYAPRATAP MOTORS TVS Pvt. Ltd., a loyal member of TVS group is providing better service to its customers by this it has got a good loyal circle of Customers and by this it has benefited by the recommendations from them to others by this the sales of SURYAPRATAP TVS Motors is increasing. It has become one of the important members of TVS group due to its increase in volume of sales.

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BIBLIOGRAPHY

Sl.no Title of the book Author Publisher Edition(yr)

1. Consumer Behaviour Suja.R.Nair Sheth publishers 1999

2. Ales Management R.C.Agarwal Sultan Chand & sons 2002

3. Marketing Management S.A.Sherlekar Himalaya publishing 2001 house

4. Personal Management Monappa & Prenatic Hall of India 1996 Saiyadain pvt. Ltd., 5. Personal Management P.C.Tirupathi Pragathi Prakashana 2000

OTHERS:-

6. Magazines and Journals. 7. Company Profile. 8. Auto Car.

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QUESTIONNAIRE

Dear Sir/ Madam. I am P.CHETAN KUMAR Final year B.B.A. student of NEW HORIZON COLLEGE. supposed to conduct a survey on “A STUDY ON CONSUMER BEHAVIOUR AT TVS ”(with reference to Suryapratap TVS MOTORS ,t.c. palya ) For the purpose of partial fulfillment of my course and I assure that the information provided will be kept confidential and used only for academic purpose.

Personal Details:

Name:

Sex: Male Female

Age: 18-20 21-30 30-45 Above 45

Income: 1000-5000 5000-100000 10000-15000 Above 15000

Profession / Occupation: Student Employed Business House wife

1. Are you interested in driving two-wheeler vehicles? Yes No

2. If Yes, Which Brand do you prefer?

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TVS Bajaj Hero LML Yamaha 3. Do you know about TVS Vehicles? Yes No

4. How did you come to know about TVS vehicles?

Newspaper Television Magazines

Hoardings Friends Posters

5. How many two-wheelers do you own? 1 2 3 More than 3

6. Do you own a TVS vehicle? Yes No

7. If, yes which model do you own?

TVS apache 160 TVS apache 180 TVS Victor

TVS Scotty TVS Jupiter TVS wego

TVS star city TVS XL super

8. Why do you prefer this brand? Price Service Maintenances Durability Others

9. Please, Specify the year of purchase Before 2013 2014 2015 2016

10. How do Company show care for Costumers ? Excellent Very good Good Fair Poor

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11. Which of the company provide better customer care other than TVS Company? Hero Bajaj LML Yamaha 12. How do you rate the maintenance cost of TVS vehicle? Very high High Moderate Low

13. Which company vehicles Provide Lower maintenance cost Other than TVS Company. Hero Bajaj LML Yamaha

14. Please, Specify the mode of payment you prefer to buy two wheelers. Cash Installment

15. Do you know TVS Company limited provide the installment facility for the purchase of TVS vehicles? Yes No

16. If yes, how do you rate the installment basis of the company.

Excellent Very good Good Fair

Poor

17. For what purpose you are owning the TVS vehicles? Transport Time Management Status Others

18. Do you have any plans for purchasing TVS vehicle again? Yes No

19. If No, for what reason you change your vehicle. Due to outdated fashion Technical problems

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Mileage Lack of Good Customer Care

20. Did the sales representative of the TVS Company Approach You? Yes No

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