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A PROJECT REPORT ON “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 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 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 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 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 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 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] Page 4 STUDY ON CONSUMER BEHAVIOUR 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 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) Page 6 STUDY ON CONSUMER BEHAVIOUR CONTENTS INTRODUCTION 1 - 07 COMPANY PROFILE 7 - 42 DATA ANALYSIS 43 - 74 HYPOTHESIS 75 - 87 SUMMARY 88 - 90 CONCLUSION 91 - 92 QUESTIONNAIRE 92 - 96 STUDY ON CONSUMER BEHAVIOUR 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. Page 1 Page 8 STUDY ON CONSUMER BEHAVIOUR 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. STUDY ON CONSUMER BEHAVIOUR 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.