A MINOR PROJECT REPORT

ON
CUSTOMER BUYING BEHAVIOUR IN BIKES TAKING
TVS FOR COMPARISON
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)
G.G.S. INDRAPRASTHA UNIVERSITY, DELHI
PROJECT GUIDE SUBMITTED BY:
Ms. Vandana Deswal Chirag Gu!a
"#ssis!an! Pr$%ess$r& E'RO((ME'T 'O.
)*+*,*),-).
SESSION 2009-2012
MAHARAA SURAMAL INSTITUTE
C-!, "#"$ P%&', N() D(*+'-1100,-
,

CERTIFICATE
This is to certify that CHIRAG GUPTA, Enrollment No.
028220!0" has com#lete$ his minor #ro%ect re#ort. He has
$one a #ro%ect on &Customer buying behavior in bikes taking
TVS for comparison. This #ro%ect is a #artial f'lfillment of
(.(.A. )GEN* #ro+ramme from ,AHARA-A .URA-,A/
IN.TITUTE, affiliate$ to GURU G0(IN1 .INGH
IN1RAPRA.THA UNI2ER.IT3, 'n$er my +'i$ance.
Here4y, it is $eclare$ that this #ro%ect is an ori+inal #iece of 5or6 an$
has not 4een infl'ence$ to the e7tent of co#yin+ 4y any other
s'ch similar st'$y.

,s. 2AN1ANA 1E.8A/
)Assistant Professor*
),...I.*
*

ACKNOWLEDGEMENT
I 5o'l$ li6e to e7#ress my sincere +ratit'$e to Mr. Niraj Kumar,
National .er9ice ,ana+er, T2. ,otor Com#any /imite$ for +i9in+
me the e7#os're of 5hat the real mar6et act'ally is an$ s#ecial than6s
to Mr. P. S Basu Area ,ana+er T2. ,otor Com#any /imite$,
5itho't 5hose in9al'a4le +'i$ance an$ s'##ort this #ro%ect co'l$ not
ha9e 4een accom#lishe$.
I +reatly ac6no5le$+e my in$e4te$ness to all those res#on$ents an$
Mr. Praveen Kumar Gaur Area Coor$inator G. T2. Ne5 1elhi
5ho ren$ere$ $irect or in$irect hel# in com#letin+ this #ro%ect.
I 5o'l$ also li6e to e7#ress my sincere than6s to, ,ahara%a .'ra%mal
Instit'te, Ne5 1elhi an$ my or+ani:ational +'i$e ,s. Vandana
Deswal.
CHIRAG GUPTA
((A )G* 200";202
028220!0"
/

PREFACE
.omeone has ri+htly sai$ that #ractical 6no5le$+e is far 4etter than
classroom teachin+. 1'rin+ this #ro%ect I f'lly reali:e$ this an$ I
came to 6no5 a4o't ho5 a cons'mer chooses amon+ a 9arie$ ran+e
of #ro$'cts a9aila4le to him.
The s'4%ect of my st'$y is mar6et s'r9ey of c'stomer 4'yin+
4eha9ior in 4i6es ta6in+ T2. for com#arison, 5hich has slo5ly 4't
stea$ily e9ol9e$, from a 4e+inner to a cor#orate +iant earnin+ la'rels
an$ 6'$os thro'+ho't.
The re#ort contains first of all 4rief intro$'ction a4o't the com#any.
<inally there comes $ata #resentation an$ analysis in the en$ of my
re#ort. I also #'t for5ar$ some of my s'++estion ho#in+ that they
hel# T2. ,otor Com#any mo9e a ste# for5ar$ to 4ein+ the 9ery
4est.
0

CONTENTS
Chapter 1 : 06-35
Company Profile 07
Introduction of the Project 34
Scope of Study 35
Objectives 35
Chapter 2 : Research Methodology 36-40
Sample Size 37
Sample Location 37
Research Type 38
Data Type 38
Instruments 40
Chapter 3 : Finding and Discussions 41-64
Chapter 4 : 65-72
Recommendations 66
Limitations 67
Summary and Conclusions 68
References / Bibliography : 73
Annexure Questionnaires : 74-77
1

CHAPTER-1
COMPANY PROFILE
INTRODUCTION
SCOPE OF STUDY
OB1ECTIVE

2

INTRODUCTION
The T2. Gro'# is one of In$ia=s lar+est in$'strial con+lomerates. T2
.'n$ram Iyen+ar an$ .ons /imite$, esta4lishe$ in ", is the #arent
an$ hol$in+ com#any of the T2. Gro'#.
T2. ,otor Com#any is the thir$ lar+est t5o;5heeler man'fact'rer in
In$ia an$ one amon+ the to# ten in the 5orl$, 5ith ann'al t'rno9er of
more than U.1 4illion in 2008;200", an$ is the fla+shi# com#any
of the U.1 > 4illion T2. Gro'#. 8ith a 5or6force of o9er ?000, the
com#any has > #lants ; locate$ at Hos'r an$ ,ysore in .o'th In$ia,
in Himachal Pra$esh, North In$ia an$ one at In$onesia. The com#any
has a #ro$'ction ca#acity of @00 tho'san$ 'nits a year.
T2. an$ .ons also $istri4'te Hea9y 1'ty Commercial 2ehicles,
-ee#s an$ Cars. It re#resents #remier a'tomoti9e com#anies li6e
Asho6 /eylan$, ,ahin$ra an$ ,ahin$ra /t$., <iat an$ Hon$a. It also
$istri4'tes a'tomoti9e s#are #arts for se9eral lea$in+ man'fact'rers.
T2. A .ons has +ro5n into a lea$in+ lo+istics sol'tion #ro9i$er an$
has set '# state;of;the;art 5areho'ses all o9er the co'ntry. It has also
$i9ersifie$ into $istri4'tin+ Gara+e eB'i#ment that ran+es from #aint
4ooths to en+ine analy:ers an$ in$'strial eB'i#ment #ro$'cts.
-

GROUP COMPANIES
8ith stea$y +ro5th, e7#ansion an$ $i9ersification, to$ay T2.
comman$s a stron+ #resence in 9ario's fiel$s;t5o;5heelers,
a'tomoti9e com#onents, a'tomoti9e s#ares, com#'ter #eri#herals an$
finance.
Lakshmi Auto Components Limited ; /ar+e 0E s'##lier of t5o
5heeler +ears an$ camshafts.
Lucas Indian Service Limited (www.lucasindia.com) ; Com#any
loo6s after the $istri4'tion of a'to electrical com#onents all o9er
In$ia.
Axles India Limited ; A %oint 9ent're 5ith Eaton /imite$, U.C.
,an'fact'res a7le ho'sin+s an$ $ri9e hea$s for hea9y an$ li+ht
commercial 9ehicles
+

COMPANY AT PRESENT & IN FUTURE
.'ccessf'lly la'nche$ the 2ictor an$ <iero;< 2 mo$els after
#artin+ 5ays 5ith .':'6i.
T5o 5heeler mar6ets sho5 si+n of re9i9al after a lac6l'ster first
half.
The com#any is s'fferin+ a $ecline in 9ol'mes $'e to #oor
res#onse of its t5o stro6es ,a7 motorcycles.
Recently la'nche$ the T2. Centra an$ 2? cc T2. 2ictor G/D
an$ fo'r stro6e ,a7 in the #i#eline, 5hich 5o'l$ 4e la'nche$
later this year.
Plans ma%or foray into three;5heeler an$ B'a$ricycles mar6et
thro'+h fresh in9estments of Rs ?00 crore.
Acti9ely loo6in+ to set '# man'fact'rin+ 'nit in In$onesia or
2ietnam.
.tron+ foc's on RA1 an$ #ro$'ct $e9elo#ment.

.


Apache the Savior
T2. la'nche$ A#ache RTR E0 cc mo$el in .e#tem4er 2008, 5ith its
'ltra mo$ern technolo+y for In$ian 4i6es has #ro9e$ to 4e a 4i+
s'ccess. The s'ccess of T2. A#ache is es#ecially si+nificant 4eca'se
it 5as $e9elo#e$ 5ith in$i+eno's technolo+y.
Two stroke Max Range - On the way out
The com#any is c'rrently loo6in+ for5ar$ to #hase o't its t5o stro6e
,a7 ran+e, 5hich is #ercei9e$ to 4e less f'el efficient 5ith a ne5
fo'r stro6e ran+e. The chan+eo9er is e7#ecte$ to ta6e #lace 4y the en$
of -'ne 200".
Two new launches could out TVS on a high growth
trajectory
T2. Centra
T2. Centra a ne5 00 cc mo$el has recently 4een la'nche$ an$ the
com#any has set am4itions tar+ets of achie9in+ monthly sales in the
ran+e of ?000;20000 4i6es #er month.
Also, a ne5 '#+ra$e$ 2? cc T2. 2ictor has 4een la'nche$ 5hich
5ill im#ro9e the tra%ectory of the com#any.
,)

Three wheeler project- entering a new market
T2. ,otor has set the sta+e for entry into the three;5heeler mar6ets
5ith the settin+ '# of a ne5 #lant at Nan%an+'$, near ,ysore in
Carnata6a. 8e 'n$erstan$ that the com#any 5o'l$ 4e tar+etin+ the
s'4;one ton #assen+er an$ +oo$s carriers se+ment of the mar6et.
8ith an in9estment of a4o't Rs ?0 crore in #hase;, it 5ill cater to
4oth #assen+er an$ car+o se+ments. The total in9estments for the
three 5heeler an$ fo'r;5heeler B'ar$ricycle #ro%ect are e7#ecte$ to
4e in the ran+e of Rs ?00 crore in the ne7t t5o;three years. It #lans to
+o 5ith #etrol 9ersion of three 5heelers an$ e7#ects hi+her $eman$ to
come from ( class to5ns. The com#any e7#ects hi+her mar+in an$
lo5 com#etition in three;5heeler 4'siness as com#are$ to its t5o;
5heeler 4'siness. Three 5heeler sales ha9e +ro5n at a CAGR of !F
o9er the last " years to 2.2E la6h 'nits <3 0@, an$ are e7#ecte$ to
+ro5 at the same rate for the ne7t fi9e years. T2. is e7#ecte$ to roll
o't its first three;5heeler 4y the en$ of <30? to +arner a @0F mar6et
share 5ith aro'n$ 00,000 'nit sales 4y the en$ of <308.
,,

Three-wheeler market scenario
These are t5o main se+ments in the In$ian #assen+er three ;5heeler
mar6ets areG
N'm4er of seats, incl'$in+ $ri9er, not e7cee$in+ > an$ ma7im'm
mass not e7cee$in+ tonne.
N'm4er of seats incl'$in+ $ri9er e7cl'$in+ > 4't not e7cee$in+ !
ma7 mass not e7cee$in+ .? tonnes.
The three;5heeler +oo$s carrier se+ments areG
,a7im'm mass not e7cee$in+ tonne
0thers.
Aro'n$ "?F of the three;5heeler sol$ in In$ia 4elon+s to the smaller
9ehicles cate+ory in 5hich (a%a% A'to is the ma%or #layer an$ has
aro'n$ "0F mar6et share. The other #layers in the se+ment are At'l
A'to an$ Pia++io +ro'#, Italy.
.imilarly, in the three;5heeler se+ment, $omestic sales of the +oo$s
carryin+ 9ariety +re5 a 5ho##in+ >E."?F. This +ro5th in 2002;0@
co'l$ ha9e #ossi4ly come from t5o factors.
* The increasin+ n'm4er of cities 5hose cor#orations ha9e
le+islate$ that lar+er +oo$s carrier, li6e tr'c6s 4e 6e#t o't for
lo+istics #'r#ose.
2* The increase in the n'm4er of offerin+s in this cate+ory,
es#ecially from com#anies s'ch as ,ahin$ra A ,ahin$ra an$
Pia++io 9ehicles #9t. /t$.
,*

Quardricycle-A new introduction in the Indian market
There is a ne5 challen+er emer+in+ in the H'ar$ricycle se+ment.
These ne5 9ehicles co'l$ im#act on the entry le9el sales. These ne5
9ehicle co'l$ im#act on the entry le9el sales. H'ar$ricycles are three
5heelers con9erte$ into fo'r 5heelers 4y 'sin+, a col'mn a7le. All
the ma%or three;5heeler 'nits ha9e #re#are$ H'ar$ricycles #rototy#es.
Merger of engine components Division of Lakshmi Auto
components with TVS Motor:
T2. motor 5o'l$ mer+e en+ine com#onent $i9ision of /a6shmi A'to
Com#onent /t$. )/AC* an$ in9estments an$ other assets 5ith itself
an$ the $5a# ratio has 4een fi7e$ at once #hase of T2. motor for
e9ery se9en share hel$ as consi$eration for the mer+er. Presently T2.
motor hol$s EE.?F of eB'ity ca#ital of /AC, 5hich 5o'l$ 4e
cancelle$. Aro'n$ EEF of /ACIs sales come from the en+ine
com#onents $i9ision, mo$e of 5hich is c'rrently 4ein+ sol$ to T2.
motor. /ACIs total net sales in HI <3 0> 5ere Rs. E" crore an$ ma$e
a net #rofit of Rs. 0.? crore..
The Plastics an$ R'44er com#onents $i9ision of /AC 5ill 4e
transferre$ to the 5holly o5ne$ s'4si$iary com#any, .'n$aram A'to
,/

Com#onents /t$. The total consi$eration on sl'm# J sale 4ase$ is Rs.
2.2? crore.
Strong focus on R&D
The com#any has #'t in #lace a stron+ R A 1 team consistin+ >00
en+ineers A is s#en$in+ a4o't @F of its t'rno9er on R A 1 e9ery
year an$ has in the #rocess set'# a stron+ 5orl$ class facility for
#ro$'ct $esi+n an$ $e9elo#ment. 1'rin+ 2002;0@, the com#any
a##lie$ for E #atents A #'4lishe$ fi9e technical research #a#ers in
international conference. ,o$ifie$ research #ro%ects are carrie$ in
association 5ith lea$in+ international research la4s an$ In$ian
instit'tes. R A 1 as #ercenta+e of sales in e7#ecte$ to increase from
.?F in <3 o2 to @.2F in <3 0>.

Valuation
The com#anyIs 9al'ations are $e#en$ent on fi9e e9entsG
C'rrent fo'r 4'sinesses +ro5 at the normal in$'stry +ro5th rates.
Ne5 #ro$'ct la'nches achie9e their tar+ets an$ are 5ell acce#te$
4y the mar6et.
Three 5heeler foray achie9e tar+ete$ 9ol'me in the $esire$ rates of
ret'rn on ca#ital em#loye$.
H'a$ricycle foray achie9e the $esire$ rate of ret'rn on the ca#ital
em#loye$.
,0

09erall in9estment ret'rns

TVS MOTOR COMPANY
T2. ,otor Com#any /imite$, #art of the T2. Gro'#, is one of
In$ia=s lea$in+ t5o;5heeler man'fact'rers. 8ith a t'rno9er of o9er
Rs.2!00 crores, the Com#any man'fact'res a 5i$e ran+e of
motorcycles, scooters, mo#e$s an$ scooterettes. /ittle 5on$er, it
4oasts of more than ! million ha##y c'stomers.
The cha#ter calle$ t5o 5heelers in In$ia 4e+insK..
The year 5as "80. An$ it is a year to remem4er for the In$ian t5o;
5heeler in$'stry. <or it 5as this year that sa5 In$ia=s first t5o;seater
mo#e$, T2. ?0, rollin+ o't on the In$ian roa$s. <or some it 5as
free$om to mo9e. <or some, shorter $istances to s#an. <or the In$ian
A'tomo4ile sector, a 4rea6thro'+h to 4e etche$ in history.
8ith the %oint 9ent're 5ith .':'6i ,otor Cor#oration in "8@, T2.;
.':'6i 4ecame the first In$ian com#any to intro$'ce 00 cc In$o;
-a#anese motorcycles in .e#tem4er "8>. Thro'+h an amica4le
a+reement the t5o com#anies #arte$ 5ays in .e#tem4er 200.
,1

Unmatched Performance
To$ay T2. ,otor Com#any has the lar+est mar6et share in the
mo#e$ cate+ory 5ith a 5ho##in+ E?.@F an$ is also the 'n$is#'te$
lea$er in the scooterette se+ment 5ith @>.@F share. It also hol$s
8.@F mar6et share in motorcycles. Gra#h
Wide Network
8ith a stron+ sales an$ ser9ice net5or6 of ?00 A'thori:e$
1ealershi#s, 08 A'thori:e$ .er9ice Centres an$ o9er 8E> Certifie$
.er9ice Points, T2. is +ro5in+ from stren+th to stren+th.
World Class Facilities
The com#any man'fact'res its motorcycles, scooterettes an$ mo#e$s
at its state;of;the;art factories in ,ysore an$ Hos'r.
Product Range
T2. offers a 5i$e ran+e of t5o;5heelers
; ,otorcycles ; T2. Centra L T2. 2ictor L T2. <iero <2L T2. ,a7
00L T2. ,a7 00 R
; .cooterettes ; T2. .cooty Pe#L T2. .cooty 2.
; ,o#e$s ; T2. D/ .'#erL T2. D/ .'#er H1

,2

VISION
TVS Motor ; 1ri9en 4y the c'stomer
T2. ,otor 5ill 4e res#onsi9e to c'stomer reB'irements consonant
5ith its core com#etence an$ #rofita4ility. T2. ,otor 5ill #ro9i$e
total c'stomer satisfaction 4y +i9in+ the c'stomer the ri+ht #ro$'ct, at
the ri+ht #rice, at the ri+ht time.
TVS Motor ; The In$'stry /ea$er
T2. ,otor 5ill 4e one amon+ the to# t5o t5o;5heeler
man'fact'rers in In$ia an$ one amon+ the to# fi9e t5o;5heeler
man'fact'rers in Asia.
TVS Motor ; Glo4al o9er9ie5
T2. ,otor 5ill ha9e #rofita4le o#erations o9erseas es#ecially in
Asian mar6ets, ca#itali:in+ on the e7#ertise $e9elo#e$ in the areas of
man'fact'rin+, technolo+y an$ mar6etin+. The thr'st 5ill 4e to
achie9e a si+nificant share for international 4'siness in the total
t'rno9er.
,-

TVS Motor - At the c'ttin+ e$+e
T2. ,otor 5ill hone an$ s'stain its c'ttin+ e$+e of technolo+y 4y
constant 4enchmar6in+ a+ainst international lea$ers.
TVS Motor ; Committe$ to Total H'ality
T2. ,otor is committe$ to achie9in+ a self;re9ie5in+ or+ani:ation
in #er#et'ity 4y a$o#tin+ TH, as a 5ay of life. T2. ,otor 4elie9es
in the im#ortance of the #rocess. Peo#le an$ #ro%ects 5ill 4e
e9al'ate$ 4oth 4y their en$ res'lts an$ the #rocess a$o#te$.
TVS Motor ; The H'man <actor
T2. ,otor 4elie9es that #eo#le ma6e an or+ani:ation an$ that its
5ell;4ein+ is $e#en$ent on the commitment an$ +ro5th of its #eo#le.
There 5ill 4e a s'staine$ effort thro'+h systematic trainin+ an$
#lannin+ career +ro5th to $e9elo# em#loyees= talents an$ enhance %o4
satisfaction. T2. ,otor 5ill create an ena4lin+ am4ience 5here the
ma7im'm self;act'ali:ation of e9ery em#loyee is achie9e$. T2.
,otor 5ill s'##ort an$ enco'ra+e the #rocess of self;rene5al in all its
em#loyees an$ n'rt're their sense of self 5orth.
,+

TVS Motor ; Res#onsi4le Cor#orate Citi:en
T2. ,otor firmly 4elie9es in the inte+ration of .afety, Health an$
En9ironmental as#ects 5ith all 4'siness acti9ities an$ ens'res
#rotection of em#loyees an$ en9ironment incl'$in+ $e9elo#ment of
s'rro'n$in+ comm'nities. T2. ,otor stri9es for lon+;term
relationshi#s of m't'al tr'st an$ inter; $e#en$ence 5ith its c'stomers,
em#loyees, $ealers an$ s'##liers.






,.


MILESTONES
Launched Centra in January 2004, a TECHNOLOGY
Uncompromisin !ua"ity,
TECHNOLOGY
T2. ,otor Com#any=s RA1 $i9ision has an im#osin+ #ool of talent
an$ one of the most contem#orary la4s, ca#a4le of $e9elo#in+
inno9ati9e $esi+ns.
Committe$ to achie9in+ total c'stomer satisfaction thro'+h Total
H'ality Control )THC*, the Com#any contin'o'sly stri9es to +i9e the
c'stomer, the 4est 9al'e for money.
ECO-FRIENDLY
T2. is committe$ to #rotectin+ the en9ironment. The com#any=s
man'fact'rin+ facilities at ,ysore A Hos'r ha9e state;of;the;art
facilities A air #oll'tion control meas'res. E9en the s'##liers are
enco'ra+e$ to ens're that their #ro$'cts meet eco;frien$ly norms.



*)

ALWAYS FIRST
; /a'nche$ T2. ?0, In$ia=s first 2;seater, ?0cc mo#e$ in A'+ "80.
; <irst In$ian Com#any to intro$'ce 00cc In$o;-a#anese motorcycles
in .e#t "8>.
/a'nche$ In$ia=s first indienous #cooterette, T2. .cooty in -'ne
"">.
; Intro$'ce$ In$ia=s first catalytic con9erter ena4le$ motorcycle, the
0cc .ho+'n in 1ec ""E.
; /a'nche$ In$ia=s first ?;s#ee$ motorcycle, the .haolin in 0ct ""!.
; /a'nche$ In$ia=s first hi+h #erformance mo#e$ ; the D/ .'#er, 5ith
a !0 cc en+ine in No9 ""!.
; /a'nche$ 2ictor in A'+'st 200, a 5orl$;class >;stro6e 0 cc
motorcycle.
8orl$;class >;stro6e 00 cc motorcycle 5ith 2T;i En+ines for 4est;
in;class milea+e.
*,

AWARDS $emin %&ard
T2. ,otor is the thir$ In$ian com#any to 5in the 1emin+ Pri:e.
0nly t5o other T2. com#anies ha9e mana+e$ this 4efore.
It=s 4een a lon+ time since the Union of -a#anese .cientists an$
En+ineers instit'te$ the 1emin+ Pri:e. ('t 9ery, 9ery fe5
or+ani:ations o'tsi$e -a#an ha9e ha$ the honor of recei9in+ it. In fact,
the TVS Motor Company is the world's first motorcycle company
to be awarded the prize.
As for the T2. Gro'#, it=s a thir$. Sundaram-Clayton Ltd. )(ra6es
1i9ision* an$ Sundaram Brake Linings Ltd. ha9e alrea$y 5on it.
The 1emin+ Pri:e is the 'ltimate confirmation of o'r commitment to
B'ality control. A confirmation 6no5n to e9ery T2. ri$er across the
co'ntry.
**

TVS Motor Company unveils TVS Centra with 'VT-
i Engines'
Creates History in the Techno"oy 'rontier o( the
%utomo)i"e *ndustry in *ndia T+# Centra crosses an astoundin
20,000 sa"es mar, in 40 days
Hos'r, ,arch E, 200>G T2. ,otor Com#any to$ay anno'nce$ that
the sales of T2. Centra, #o5ere$ 4y the in$i+eno'sly $e9elo#e$
2aria4le Timin+ Intelli+ent )2T;i* en+ine technolo+y crosse$ 20,000
'nits in %'st >0 $ays since its la'nch in mi$ -an'ary 200>, the 4est
e9er cloc6e$ 4y any ne5 #ro$'ct from the T2. ,otor Com#any
sta4le. This achie9ement is e7#ecte$ to s#iral the o9erall +ro5th of
T2. ,otorcycles sales in the comin+ months.
The im#ressi9e sales fi+'res reflect the c'stomer=s faith in the
technolo+ical ca#a4ility of T2. ,otor Com#any to f'lly li9e '# to its
#romise of $eli9erin+ a 5orl$;class #ro$'ct at an affor$a4le #rice.
1'e to e7cellent c'stomer fee$4ac6 across the co'ntry, T2. $ealers
are 4ein+ #ress'ri:e$ 5ith enB'iries on the ne5 00 CC > .tro6e
Centra an$ its re9ol'tionary 2T;i en+ine technolo+y. Ha9in+ ca'+ht
the #'4lic=s ima+ination, T2. Centra has f'lly li9e$ '# to its #romise
of a =<ill it 0nce a ,onth (i6e= 5here a f'll tan6 of #etrol lasts for a
month 4ase$ on the a9era+e 'se of motorcycle c'stomers.
*/

A #anel of lea$in+ a'to e7#erts in In$ia, after ha9in+ teste$ T2.
Centra, ha9e en$orse$ the fact that it 5as the =4est in its class= an$ also
commen$e$ T2. ,otor Com#any on its technolo+y #ro5ess an$
inno9ation.
T2. Centra is #o5ere$ 4y 2T;i en+ines 5hich are $esi+ne$ to $eli9er
s'#er4 #erformance on f'el efficiency an$ torB'e $eli9ery 4ase$ on
three f'n$amental actions namely 9aria4le i+nition timin+ an$
s'#erior com4'stion of f'el, friction re$'ction an$ f'el 5asta+e
re$'ction.
A$$e$ to its technolo+ical e$+e are feat'res that incl'$e attracti9e
#rice, f'el efficiency, lo5 maintenance, contem#orary style, ri$e
comfort an$ 4ac6e$ 4y T2. ,otor Com#any=s relia4ility, ma6in+ it
tr'ly the #referre$ t5o;5heeler in its class.
Chennai, -an'ary ?, 200>G In$ia=s lea$in+ t5o 5heeler ma%or, T2.
,otor Com#any=s commitment to #ro$'ce the 4est technolo+y in its
#ro$'cts for its c'stomers has le$ to the la'nch of T2. Centra 5ith
2aria4le Timin+ intelli+ent en+ines
)2T;i*, a 00 CC > .tro6e motorcycle tar+ete$ at the Po#'lar
.e+ment.
This re9ol'tionary ne5 2T;i en+ine technolo+y, $e9elo#e$
in$i+eno'sly 4y T2. ,otor Com#any, in4'ilt into T2. Centra 5ill
ma6e it the most f'el;efficient motorcycle in the Co'ntry. It 5ill 4e
ri+htf'lly calle$ as the =<ill it 0nce a ,onth (i6e= 5here a f'll tan6 of
*0

#etrol 5ill last for a month 4ase$ on the a9era+e 'se of motorcycle
c'stomers.
The 2T;i En+ines 4y T2. ,otor Com#any 5ill +o $o5n in the
history of the A'tomo4ile In$'stry in In$ia as one of the most
inno9ati9e technolo+y
$e9elo#e$ in$i+eno'sly. The 2T;i en+ines are $esi+ne$ to $eli9er
s'#er4 #erformance on f'el efficiency an$ torB'e $eli9ery 4ase$ on
three f'n$amental actions namely 9aria4le i+nition timin+ an$
s'#erior com4'stion of f'el, friction re$'ction an$ f'el 5asta+e
re$'ction. This action facilitates $eceleration f'el c't off, faster 5arm
'# of the En+ine an$ has fo'r c'r9e i+nition ma##in+
/i6e all T2. ,otor Com#any #ro$'cts, T2. Centra too has 4een
en+ineere$ an$ $esi+ne$ 6ee#in+ in min$ e7tensi9e c'stomer
fee$4ac6 an$ chan+in+ c'stomer nee$s. T2. Centra 5ill 4e the first
motorcycle in In$ia that 5ill 4'n$le #rice, milea+e, maintenance,
style, relia4ility, #o5er, r'++e$ness an$ ri$e comfort ma6in+ it tr'ly a
9al'e for money #ersonal trans#ortation t5o;5heeler. Those 5ho
5ant all these #erformance attri4'tes in a comm'ter motorcycle at a
+reat #riceM nothin+ 5ill 4eat the T2. Centra for all the a$9anta+es it
offers.
*1

T2. Centra is 4'ilt aro'n$ to +i9e a milea+e that 5ill offer atleast 0
#er cent more than any other motorcycle in the co'ntry, to$ay. It 5ill
4e #o5ere$ 4y !.? (ra6e Horse Po5er )(h#* at !2?0 RP, ma6in+ it
the most #o5erf'l motorcycle in its class. T2. Centra 5ill also 4e
6no5n for its nim4le han$lin+ an$ ri$in+ comfort ena4lin+ easy
mane'9erin+ e9en in 4'sy city traffic. Its contem#orary style 5ith 4i+
m'sc'lar tan6 an$ 5ell;ro'n$e$ loo6s 5ith a hori:ontal en+ine an$
s'#erior er+onomics 5ill mar6 a ne5 stan$ar$ in the #o#'lar se+ment
of t5o 5heelers. It 5ill come 5ith Econometer to 6ee# a chec6 on the
milea+e L #o5er ratio, 5i$e an$ s6i$ free seat an$ Utility s#ace.
.
*2


TVS Motor Company posts 117,101 two wheeler
sales in October 2008; Exports up by 30
Hos'r No9em4er , 2008 G T2. ,otor Com#any has
re+istere$ total t5o 5heeler sales of !,0 'nits in
0cto4er 2008 a+ainst 2",E> 'nits in the corres#on$in+
#erio$ of the #re9io's year.
This year, 4oth the im#ortant festi9als of 1'ssera an$
1ee#a9ali 5ere cele4rate$ in 0cto4er an$ conseB'ently,
#lacement of stoc6s 5ith the $ealers for the festi9al season
5as effecte$ in .e#tem4er. Restricte$ a9aila4ility of retail
finance, hi+h liB'i$ity an$ +eneral inflationary tren$s
5itnesse$ 4y the mar6et also affecte$ sales. Ho5e9er, the
c'm'lati9e sales of .e#tem4er 2008 an$ 0cto4er 2008,
sho5 a +ro5th of >F 5hen com#are$ to the same #erio$ of
the #re9io's year.
The com#any=s motorcycle sales stoo$ at ?",2! 'nits in
com#arison 5ith E!,!?2 'nits recor$e$ in 0cto4er 200!.
.cooters recor$e$ 2@,>8! 'nits as a+ainst 28," 'nits
$'rin+ the same #erio$ of the #re9io's year
.
*-

1'rin+ the month, the com#any 5on t5o #resti+io's IT
A5ar$s, namely the .AP ACE 2008 a5ar$ an$ the 2008
.ymantec .o'th Asia 2isionary A5ar$. 8hile the com#any
5on the .AP ACE A5ar$ for $i+iti:ation of ne5 #ro$'ct
$e9elo#ment #rocess in .AP 4y im#lementin+ P/,
)Pro$'ct /ifecycle ,ana+ement*, the .ymantec .o'th Asia
2isionary A5ar$ 5as conferre$ for the 5ay the com#any
sec're$ an$ mana+e$ systems an$ information.
E7#orts contin'e$ its '#5ar$ +ro5th tren$, #ostin+ an
increase of @0FM re+isterin+ !,0@ 'nits of t5o 5heelers in
0cto4er 2008 as a+ainst @,0>2 'nits in the corres#on$in+
#erio$ of the #re9io's year.
TVS Motor revenues grow at 23.2 in Q2 exports up 52
(an+alore, 0cto4er @0, 2008G T2. ,otor Com#any to$ay re#orte$ a
2@.2 F increase in re9en'es, re+isterin+ Rs. 0@> crores for the
B'arter en$e$ .e#tem4er 2008 of the financial year 2008;0", 5hen
com#are$ to Rs. 8@" crores in the corres#on$in+ B'arter of the
#re9io's year. 1es#ite the challen+in+ en9ironment ca'se$ 4y
increasin+ in#'t material costs, +eneral inflationary tren$s an$ lac6
of a9aila4ility of retail finance, the com#any has #oste$ Profit 4efore
Ta7 of Rs. @." crores an$ Profit after Ta7 of Rs. 0.> crores 5hen
com#are$ to Rs. E." crores an$ Rs. ." crores in the corres#on$in+
*+

#erio$ of the #re9io's year. The last year=s .e#tem4er H'arter ha$
the 4enefit of Rs. 0.2 crore )net* on acco'nt of e7ce#tional items.
Profit 4efore e7ce#tional items for the B'arter is hi+her at Rs. @."
crore in com#arison 5ith Rs. E.! crores of the corres#on$in+ B'arter
of last year.
The com#any has recor$e$ +ro5th in sales $es#ite a$9erse retail
financin+. ,otorcycles 5itnesse$ hi+her sales at .8 la6h $'rin+ the
B'arter com#are$ to .>> la6h 'nits o9er the #re9io's #erio$.
.cooters cloc6e$ sales of 0.!! la6h in com#arison to 0.!E la6h 'nits
$'rin+ the corres#on$in+ B'arter of the #re9io's year.
1'rin+ the B'arter, the com#any crosse$ yet another milestone 5hen
it reache$ t5o million 'nits of T2. .cooty in -'ly 2008. In$ian
Tennis star, .ania ,ir:a 4ecame the ne5 (ran$ Am4assa$or for the
.cooty 4ran$. The com#any chose to associate 5ith .ania as 4ran$
am4assa$or since she emanates the 4ran$ B'alities of in$e#en$ence,
#ro+ress an$ accom#lishment.
1'rin+ the B'arter, the com#any f'rther 4roa$ene$ the hori:ons of its
T2. .cooty 4ran$ 5ith the la'nch of (alancin+ 8heels, a 'niB'e
an$ inno9ati9e #ro$'ct en+ineere$ s#ecifically for the T2. .cooty,
a$$ressin+ a ne9er;4efore se+ment, 5ho $o not 6no5 ho5 to ri$e,
e9en a 4icycle.
*.

In -'ne 2008, the com#any 'n9eile$ its feat're rich T2. A#ache
RTR <I offerin+ ri$ers the instant thrill an$ s'#erior #erformance of
a f'el in%ecte$ E0cc en+ine. The secon$ B'arter also 5itnesse$ the
commemoration of the first anni9ersary of the A#ache RTR 4ran$
5hile the com#any crosse$ yet another lan$mar6 $eli9erin+ the
2,?0,000
th
A#ache.
Exports
E7#orts contin'e$ the '#5ar$ +ro5th #ath re+isterin+ a total n'm4er
of 0.?? la6h 'nits $'rin+ the B'arter en$e$ .e#tem4er 2008,
recor$in+ a +ro5th of ?2F o9er the same #erio$ last year. The
com#any has e7#an$e$ its foot#rint to more than ?> co'ntries across
the +lo4e.
Future Outlook
The +lo4al financial crisis, the conseB'ent serio's liB'i$ity iss'es
an$ hi+her financin+ costs are li6ely to im#act the +ro5th #ros#ects
of the t5o;5heeler in$'stry. Retail finance has 4ecome e9en more
$iffic'lt. The ti+ht liB'i$ity 5ill affect the a4ility of $ealers to stoc6
t5o;5heelers. The $ro# in the commo$ity #rices, ho5e9er, is a
5elcome 4rea6.
The com#any 5ill contin'e the 9i+oro's im#lementation of its
/)

im#ro9e$ 9al'e;en+ineerin+ #ro+ram to re$'ce costs. The com#any
contin'es to maintain the hi+hest B'ality stan$ar$s of all its #ro$'cts.
SUB DIVISION OF SHARES
In or$er to im#ro9e the sharehol$er 9al'e an$ to facilitate +reater
liB'i$ity in its eB'ity shares, T2. ,otor Com#any recently
s'4$i9i$e$ the face 9al'e of its shares to Re. L; each. Earlier the face
9al'e of the shares 5as Rs. 0L;
MERGER OF LAKSHMI AUTO COMPONENTS WITH TVS
MOTOR COMPANY
The .harehol$ers of T2. ,otor Com#any an$ /a6shmi A'to
Com#onents )/AC* ha9e on "th -an'ary 200> a##ro9e$ the mer+er
of En+ine 1i9ision of /AC 5ith T2. ,otor Com#any an$ transfer of
R'44er an$ Plastics $i9ision of /AC to .'n$aram A'to Com#onents
/imite$, a 5holly o5ne$ s'4si$iary of T2. ,otor Com#any. The
com#any e7#ects to o4tain the a##ro9al of Hi+h Co'rt of Tamil Na$'
an$ com#lete other stat'tory formalities in the ne7t fe5 months. This
mer+er is e7#ecte$ to im#ro9e the o9erall #rofita4ility of T2. ,otor
Com#any.
/,

PRODUCT PROFILE
TVS APACHE (RTR)
The recently la'nche$ T2. A#ache RTR <I E0 has a$$e$ an another
st'nner on the roa$s. .tylish alloys, 'niB'e +ra4 rails, classy silencer,
lar+er A shar# line$ f'el tan6, all these elements com4ine #erfectly to
+i9e T2. A#ache RTR E0 a s#orty eye;catchin+ loo6s.
The A#ache RTR E0 has 4een '#+ra$e$ 5ith electronic f'el
in%ection )E<I* an$ 4ecomes A#ache RTR E0 <i. The E<I technolo+y
has ena4le$ T2. to 4oost #ea6 #o5er of this 4i6e. T2. has #rice$ the
ne5 mo$el at Rs. E?000.
TVS SCOOTY PEP - First Love
A slee6 $'o;tone 4o$y. (o$y colore$ coor$inate$ mirrors. A smiley
hea$lam#. 8in6y in$icators. /oo6s e9en 4etter 5ith yo' on it.
-O.E/
!?cc >stro6e en+ine to #e# '# yo'r ri$e. A 4i++er, more comforta4le
seat for t5o an$ stron+ hy$ra'lic shoc6 a4sor4ers for a smoother ri$e.
/*

TECHN0/0G3
A 'niB'e #o5erLeconomy mo$e for e7tra milea+e. An a'to reser9e
f'el ta#. No more t'rnin+ 6no4 from main to reser9e. A'to cho6es for
instant starts. E9ery time.
.A<ET3
P'nct're Resistant Tyres that come 5ith a s#ecial sealant insi$e,
minimi:in+ chances of a flat. A si$e stan$ alarm that 4ee#s if yo'
for+et to ta6e off the stan$. ,'lti focal reflector hea$lam# an$ si$e
reflectors for enhance$ 9isi4ility. No5 all yo' nee$ is an eB'ally
f'n6y helmet an$ yo'N re all set to #e#.
//

INTRODUCTION OF THE PRO1ECT
.omeone has ri+htly sai$ that #ractical 6no5le$+e is far 4etter than
classroom teachin+. 1'rin+ this #ro%ect I f'lly reali:e$ this an$ I
came to 6no5 a4o't ho5 a cons'mer chooses amon+ a 9arie$ ran+e
of #ro$'cts a9aila4le to him.
The s'4%ect of my st'$y is mar6et s'r9ey of c'stomer 4'yin+
4eha9ior in 4i6es ta6in+ T2. for com#arison, 5hich has slo5ly 4't
stea$ily e9ol9e$, from a 4e+inner to a cor#orate +iant earnin+ la'rels
an$ 6'$os thro'+ho't.
The re#ort contains first of all 4rief intro$'ction a4o't the com#any.
<inally there comes $ata #resentation an$ analysis in the en$ of my
re#ort. I also #'t for5ar$ some of my s'++estion ho#in+ that they
hel# T2. ,otor Com#any mo9e a ste# for5ar$ to 4ein+ the 9ery
4est.
/0

SCOPE OF THE STUDY
The sco#e of the st'$y is to st'$y the c'stomer 4'yin+ 4eha9ior of the
res#on$ents in Ne5 1elhi an$ attain the a5areness le9el of the
c'stomers. The sco#e is that the ser9ices of the $ealer, a$9ertisin+
me$ia as 5ell as cele4rity has ma$e an effect on the c'stomer or not
an$ ho5 m'ch.
This st'$y also allo5s 6no5in+ the f't're #ros#ects of the com#any
an$ 5here it is at #resent in the mar6et.
OB1ECTIVE OF THE STUDY
The o4%ecti9e of the st'$y is to analy:e the c'stomer 4'yin+
4eha9ior of the res#on$ents in motor4i6es of $ifferent 4ran$s .
To st'$y the f't're #ros#ects of T2. motor4i6es.
To #ro9i$e a fair #ict're of technolo+y 'se$ 4y T2. motors.
To st'$y the sales tren$s of t9s motors.
To analy:e the B'ality of after sales ser9ices 4ein+ #ro9i$e$ 4y t9s
motors.
/1

CHAPTER-2
RESEARCH METHODOLOGY
SAMPLE SIZE
SAMPLE LOCATION
RESEARCH TYPE
DATA TYPE
INSTRUMENTS
/2

SAMPLE SIZE AND LOCATION
The $ata has 4een e7tracte$ mainly from B'estionnaires fille$
'# 4y res#on$ents from Ne5 1elhi, Noi$a an$ Gha:ia4a$.
Rest of the information has 4een collecte$ thro'+h internet
s'r9eys an$ social net5or6in+ comm'nities on 5e4sites.
The B'estionnaire 5as fille$ '# 4y ?0 res#on$ents scattere$
at $ifferent #laces an$ many more res#on$ents #ro9i$e$
9al'a4le information thro'+h the internet.
The aforementione$ B'estionnaire has 4een attache$ at the
en$ of the #ro%ect.
/-

RESEARCH AND DATA TYPES
The #'r#ose of metho$olo+y section in the re#ort ma6in+ is to
$escri4e the research #rocess that is follo5e$ 5hile $oin+ the main
#art. The research $esi+n #lays a #i9otal role in the B'ality an$
content of the $ata in ma6in+ of any #ro%ect re#ort. The ty#e of
research $esi+n chosen is seen to ha9e a 4earin+ on all the as#ects of
re#ort 5ritin+.
Research 1esi+nG 1escri#ti9e Research $esi+n
The research $esi+n 'n$erta6en for the st'$y 5as 1escri#ti9e one.
The reason for 'sin+ a $escri#ti9e research metho$ 5as to o4tain
B'alitati9e $ata an$ also since the nat're of st'$y is as s'ch that it
reB'ire$ the e7#loration of 9ario's as#ects 5ithin an$ o'tsi$e the
com#any.
In or$er to carry o't a 5ell researche$ analysis efforts 5ere ta6en to
collect eno'+h information from the res#on$ents. <or this #'r#ose
9ario's #rimary an$ secon$ary so'rces 5ere 'se$. This 5o'l$
ho5e9er incl'$e the research $esi+n, the sam#lin+ #roce$'re, an$ the
$ata collection metho$. This section is #erha#s $iffic'lt to 5rite as it
5o'l$ also in9ol9e some technical terms an$ may 4e m'ch of the
a'$ience 5ill not 4e a4le to 'n$erstan$ the terminolo+y 'se$. The
metho$olo+y follo5e$ 4y the researcher, $'rin+ the #re#aration of the
re#ort 5asG
/+

.o'rce of 1ata Collection
a0 #ECON$/Y $%T%
)0 -/*1%/Y $%T%
SECONDRY DATA ; 8hen an in9esti+ator 'ses the $ata that has
4een alrea$y collecte$ 4y others is calle$ secon$ary $ata. The
secon$ary $ata co'l$ 4e collecte$ from -o'rnals, Re#orts, an$ 9ario's
#'4lications. The a$9anta+es of the secon$ary $ata can 4e JIt is
economical, 4oth in terms of money an$ time s#ent .The researcher of
the re#ort also $i$ the same an$ collecte$ secon$ary $ata from 9ario's
internet sites li6e Goo+le.com, alta9ista.com an$ many more. The
researcher of the re#ort also 9isite$ 9ario's li4raries for collection of
the intro$'ction #art.
PRIMARY DATA ; Primary $ata is that 6in$ of $ata that is collecte$
4y the in9esti+ator himself for the #'r#ose of the s#ecific st'$y. The
$ata s'ch collecte$ is ori+inal in character. The a$9anta+e of this
metho$ of collection is the a'thentic. A .et 0f H'estions 8ere P't
To+ether In The <orm 0f H'estionnaire 8ith @ H'estions. The
metho$ of sam#lin+ 5as the Ran$om.
/.

INSTRUMENTS for Data Collection
The instr'ments 'se$ for collection of $ata 5ere mainly
B'estionnaires, internet s'r9eys an$ #ersonal 9isits to the res#on$ents.
Tools Used for Analysis
Bar Diagram
Pie Diagram
Tables
0)

CHAPTER-3
FINDING & DISCUSSIONS
0,


ANALYSIS OF CUSTOMER BUYING BEHAVIOUR
NEW DELHI

0*

HUE;
DO YOU O3' # BI4E5
9./
0/
0/
YES NO


INTERPRETATION


In this B'estion #artic'lar B'estion it is fo'n$ that "@F of res#on$ents
are ha9in+ motor4i6e an$ !F are either ha9in+ scooter or mo#e$. 0n
the 4asis of the a4o9e #ie;chart it is clear that more #eo#le o5n 4i6e.

0/

HUE;2
02
--
11
10
!1
29
!2
0
10
20
.0
!0
,0
10
00
-0
90
V#(UES
BR#'D
36IC6 BR#'DS O7 BI4E #RE YOU #3#RE O75
02 -- 11 10 !1 29 !2
BAA
HERO
HOND
A
YAMA
HA
TVS LML
2INETI
C
ENFIE
LD
BULLE
INTERPRETATION
The a4o9e 4ar;+ra#h sho5s the 4ran$ a5areness of 4i6es amon+ the
res#on$ents. In the a4o9e 4ar;+ra#h it is clear that HER0 H0N1A is
the most #o#'lar 4ran$ in Ne5 1elhi 5hereas (A-A- an$ 3A,AHA
follo5 2
n$
an$ @
r$
#lace. T2. comes at >
th
#lace ta6in+ lea$ from
/,/, CINETIC an$ EN<IE/1 (U//ET.
00

HUE;@
!0
!2
!
9
1
0
!
0
,
10
1,
20
2,
.0
.,
!0
!,
V#(UES
BR#'D
36IC6 S(OG#' O7 BI4E #77ECTS YOU T6E MOST #'D O7
36IC6 BR#'D85
!0 !2 ! 9 1 0 !
BAA
HERO
HOND
A
YAMA
HA
TVS LML
2INETI
C
ENFIE
LD
BULLE
INTERPRETATION
The a4o9e (ar;Gra#h sho5s that in Ne5 1elhi area HER0 H0N1A
has score$ the ma7im'm n'm4er of #oints 5ith (A-A- an$ T2. on
2
n$
an$ @
r$
s#ot. T2. has score$ " #oints o't of the sam#le si:e of
h'n$re$ an$ has ta6en lea$ from /,/, CINETIC an$ EN<IE/1
(U//ET.
01

HUE;>
8hich factors $o yo' consi$er 5hile #'rchasin+ a (i6eO
WHICH FACTORS DO YOU CONSIDER WHILE
PURCHASING A BIKE?
S! a! is! i9s
100 100 100 100 10 0 100 100 100
0 0 0 0 0 0 0 0
V"*'3
M'44'#5
N
MILEAGE ST YLE PO6ER PRICE BRAND
SPARE
PART S
AF T ER SALE
SERVICE F INANCI NG
Frequency Distribution
MI(E#GE
,- ,-.0 ,-.0 ,-.0
19 19.0 19.0 00.0
1, 1,.0 1,.0 92.0
. ..0 ..0 9,.0
2 2.0 2.0 90.0
2 2.0 2.0 99.0
1 1.0 1.0 100.0
100 100.0 100.0
1.00
2.00
..00
!.00
,.00
1.00
-.00
T78"*
V"*'3
F&(9%(#:; P(&:(#8 V"*'3 P(&:(#8
C%<%*"8'=(
P(&:(#8
STY(E
12 12.0 12.0 12.0
.0 .0.0 .0.0 !2.0
.1 .1.0 .1.0 0..0
11 11.0 11.0 -9.0
- -.0 -.0 90.0
2 2.0 2.0 99.0
1 1.0 1.0 100.0
100 100.0 100.0
1.00
2.00
..00
!.00
,.00
1.00
0.00
T78"*
V"*'3
F&(9%(#:; P(&:(#8 V"*'3 P(&:(#8
C%<%*"8'=(
P(&:(#8
02

PO3ER
2, 2,.0 2,.0 2,.0
20 20.0 20.0 ,2.0
1- 1-.0 1-.0 00.0
9 9.0 9.0 09.0
- -.0 -.0 -0.0
, ,.0 ,.0 92.0
, ,.0 ,.0 90.0
. ..0 ..0 100.0
100 100.0 100.0
1.00
2.00
..00
!.00
,.00
1.00
0.00
-.00
T78"*
V"*'3
F&(9%(#:; P(&:(#8 V"*'3 P(&:(#8
C%<%*"8'=(
P(&:(#8
PRICE
2 2.0 2.0 2.0
10 10.0 10.0 19.0
11 11.0 11.0 .,.0
.9 .9.0 .9.0 0!.0
10 10.0 10.0 91.0
0 0.0 0.0 9-.0
2 2.0 2.0 100.0
100 100.0 100.0
1.00
2.00
..00
!.00
,.00
1.00
0.00
T78"*
V"*'3
F&(9%(#:; P(&:(#8 V"*'3 P(&:(#8
C%<%*"8'=(
P(&:(#8
BR#'D
. ..0 ..0 ..0
11 11.0 11.0 1!.0
2. 2..0 2..0 .0.0
.0 .0.0 .0.0 0!.0
11 11.0 11.0 90.0
9 9.0 9.0 99.0
1 1.0 1.0 100.0
100 100.0 100.0
2.00
..00
!.00
,.00
1.00
0.00
-.00
T78"*
V"*'3
F&(9%(#:; P(&:(#8 V"*'3 P(&:(#8
C%<%*"8'=(
P(&:(#8
0-

SP#RE P#RTS
1 1.0 1.0 1.0
. ..0 ..0 !.0
, ,.0 ,.0 9.0
, ,.0 ,.0 1!.0
- -.0 -.0 22.0
2- 2-.0 2-.0 ,0.0
., .,.0 .,.0 -,.0
1, 1,.0 1,.0 100.0
100 100.0 100.0
1.00
2.00
..00
!.00
,.00
1.00
0.00
-.00
T78"*
V"*'3
F&(9%(#:; P(&:(#8 V"*'3 P(&:(#8
C%<%*"8'=(
P(&:(#8
#7TERS#(ESERVICE
1 1.0 1.0 1.0
1 1.0 1.0 2.0
. ..0 ..0 ,.0
! !.0 !.0 9.0
20 20.0 20.0 29.0
.0 .0.0 .0.0 ,9.0
1- 1-.0 1-.0 00.0
2. 2..0 2..0 100.0
100 100.0 100.0
1.00
2.00
..00
!.00
,.00
1.00
0.00
-.00
T78"*
V"*'3
F&(9%(#:; P(&:(#8 V"*'3 P(&:(#8
C%<%*"8'=(
P(&:(#8
7I'#'CI'G
1 1.0 1.0 1.0
2 2.0 2.0 ..0
10 10.0 10.0 1..0
.0 .0.0 .0.0 !..0
,0 ,0.0 ,0.0 100.0
100 100.0 100.0
..00
!.00
1.00
0.00
-.00
T78"*
V"*'3
F&(9%(#:; P(&:(#8 V"*'3 P(&:(#8
C%<%*"8'=(
P(&:(#8
0+

Graphical Representation

MILEAGE
-.00 1.00 ,.00 !.00 ..00 2.00 1.00
C
7
%
#
8
00
10
,0
!0
.0
20
10
0
0.



STYLE
0.00 1.00 ,.00 !.00 ..00 2.00 1.00
C
7
%
#
8
!0
.0
20
10
0

PO6ER
-.00 0.00 1.00 ,.00 !.00 ..00 2.00 1.00
C
7
%
#
8
.0
20
10
0
1)


PRICE
0.00 1.00 ,.00 !.00 ..00 2.00 1.00
C
7
%
#
8
,0
!0
.0
20
10
0

BRAND
-.00 0.00 1.00 ,.00 !.00 ..00 2.00
C
7
%
#
8
!0
.0
20
10
0
1,


SPARE PARTS
-.00 0.00 1.00 ,.00 !.00 ..00 2.00 1.00
C
7
%
#
8
!0
.0
20
10
0

AFTER SALE SERVICE
-.00 0.00 1.00 ,.00 !.00 ..00 2.00 1.00
C
7
%
#
8
!0
.0
20
10
0
1*


FINANCING
-.00 0.00 1.00 !.00 ..00
C
7
%
#
8
10
,0
!0
.0
20
10
0
INTERPRETATION
<rom the a4o9e mentione$ ta4les an$ +ra#hs 5e can see that
#arameters li6e milea+e, #o5er an$ style hol$s an '##er e$+e o9er the
other #arameters 5hich affect the #'rchase $ecision of 4i6e. Th's
c'stomers are more li6ely to see the milea+e as#ect 4efore act'ally
4'yin+ a #ro$'ct.
1/

HUE;?

2,
,0
-
10
0
,
10
1,
20
2,
.0
.,
!0
!,
,0
V#(UE
7#CTORS
36O I'7(UE'CED YOU 36I(E PURC6#SI'G T6E BI4E5
2, ,0 - 10
FRIENDS FAMILY DEALER MEDIA
INTERPRETATION
<rom the a4o9e +ra#h it is clear that <A,I/3 #lays a ma%or role in
the #'rchase of 4i6e an$ the reference an$ s'++estions of <RIEN1.
come at the secon$ #lace. 8hereas ,E1IA factor comes at thir$
#lace 5ith 1EA/ER ma6in+ no #romisin+ affect on the #'rchase of
4i6e.
10



HUE;E
6#VE YOU VISITED #'Y TVS S6O3ROOM5
12/
0/
.-/
0/
YES NO
INTERPRETATION
As sho5n in the a4o9e PIE CHART, the #ercenta+e of res#on$ents
5ho ha9e 9isite$ the T2. .H08R00, is more than those
res#on$ents 5ho ha9e not 9isite$ the T2. .H08R00,. Th's the
interest of c'stomers in T2. #ro$'ct can relate to E2F amon+ 00
res#on$ents.

11

HUE;!
2
.0
22
-
0
,
10
1,
20
2,
.0
V#(UES
E:PERIE'CE
I7 YES; 36#T 3#S T6E E:PERIE'CE5
2 .0 22 -
V.GOOD GOOD AVERAGE BAD
INTERPRETATION
As sho5n in the a4o9e +ra#h there are fo'r <ACT0R., 5hich sho5
the e7#erience of the res#on$ents after 9isitin+ the T2. sho5room. It
is clear that most of the res#on$ents ha$ G001 e7#erience 5ith 22
res#on$ents ha9in+ a9era+e e7#erience. 0nly 8 res#on$ents are
ha9in+ a 4a$ e7#erience, 5hich sho5s the B'ality of the T2.
sho5room.
12


HUE;8
I7 'O; 36Y YOU 6#VE 'OT VISITED T6E TVS S6O3ROOM5
-9/
0/
11/
0/ 0/
NOT INTERESTED IN TVS NOT SATISFIED
INTERPRETATION
As sho5n in the a4o9e PIE;CHART 8"F of the res#on$ents are not
intereste$ in T2. #ro$'cts an$ F of them are not satisfie$ 5ith
T2. 4i6es. This 5as an o#en en$e$ B'estion therefore most of the
ans5ers 5ere in acco'nt to the satisfaction le9el an$ interest in the
T2. (ICE..
1-


HUE;"A
DO YOU 4'O3 #BOUT TVS MOTOR BI4E5
91/
0/
9/
0/
YES NO
INTERPRETATION
As +i9en in the PIE CHART a4o9e "F of the res#on$ents 6no5
a4o't T2. motor4i6e an$ only "F of the res#on$ents are 'na5are
a4o't the T2. motor4i6e. This B'estion is 4ase$ on the a5areness as
5ell as #ast 'sa+e of the T2. motor4i6e.

1+

HUE;"(

100
20
.,
9
21
0
10
20
.0
!0
,0
10
00
-0
90
100
V#(UE
7#CTORS
I7;YES 36IC6 BR#'D O7 TVS MOTORBI4E5
S(&'(41
S(&'(41
100 20 ., 9 21
TVS
VICTOR
TVS
CENTRA
TVS
FIERO F2
TVS
FIERO F>
TVS MA>
R
INTERPRETATION
As sho5n in the a4o9e (AR GRAPH it is clear that T2.;2ICT0R is
the most #o#'lar 4i6e in Ne5 1elhi as 00 res#on$ents are a5are of
T2.;2ICT0R. .econ$ most #o#'lar 4i6e is T2.;<IER0 <;2, 5hich
is 6no5n 4y @?F of the res#on$ents an$ has ta6en lea$ from T2.;
CENTRA (3 8F 5hich is on the @
r$
s#ot. T2.;,AD;R is on the >
th
#lace 5ith 2EF share an$ has ta6en lea$ from T2.;<IER0;<D 4y
!F.
1.

.
HUE;"C
6#VE YOU VISITED TVS DE#(ER DE#(ERS6IP
YES
2*<
)<
'O
/+<
INTERPRETATION
In the PIE CHART +i9en a4o9e it is clear that o't of 00 res#on$ents
E8F of them ha9e 9isite$ the T2. 1EA/ER.HIP an$ only @8F ha9e
not 9isite$ the T2. 1EA/ER.HIP. (y the chart +i9en a4o9e it
ma6es clear that the T2. 1EA/ER.HIP has attracte$ more n'm4er
of res#on$ents
2)

HUE;0

21
20
!
10
0
0
,
10
1,
20
2,
V#(UE
7#CTORS
36#T 6#VE YOU I4ED OR DIS(I4ED #T TVS DE#(ERS6IP5
21 20 ! 10 0
SERVICE
FACILITY
IS NOT
SERVICE
FACILITY
IS GOOD
STAFF IS
BAD
STAFF IS
GOOD
LAC2 OF
SPACE
INTERPRETATION
As sho5n in the (AR;GRAPH it is clear that 2F of the res#on$ents
are not satisfie$ 5ith the ser9ice facilities an$ 20F are satisfie$ 5ith
the ser9ice facilities 5hich comes to eB'al ratio.0F of the
res#on$ents li6e$ the staff an$ >F are not satisfie$ 5ith the staff.
Interestin+ #art is that !F of the res#on$ents 5ante$ more s#ace at
the T2.;1EA/ER.HIP.
2,

HUE;

DOES CE(EBRITY E'DORSEME'T #77ECT T6E PURC6#SE
O7 BI4E5
YES
/0<
)<
'O
22<
)<
INTERPRETATION
In the +i9en PIE CHART EEF of the res#on$ents ha9e no affect 5ith
the cele4rity en$orsement $'rin+ the #'rchase of the 4i6e. 8hereas
@>F of the res#on$ents a+ree$ that cele4rity en$orsement $o ma6e an
effect on the #'rchase $ecision of the 4i6e.
2*


HUE;2

!-
.0
-
1 1
2
0
0
,
10
1,
20
2,
.0
.,
!0
!,
,0
V#(UE
7#CTORS
36IC6 BR#'D DO YOU T6I'4 IS T6E MOST POPU(#R I'
T6E M#R4ET5
!- .0 - 1 1 2 0
HERO
HOND
A
BAA TVS
YAMA
HA
ENFIE
LD
BULLE
LML
2INETI
C
INTERPRETATION
As sho5n in the (AR 1IAGRA, it is clear that HER0 H0N1A is
the most #o#'lar 4i6e in Ne5 1elhi 5ith (A-A- ta6in+ the 2
n$
#lace
5ith @2F. T2. is the @
r$
most #o#'lar 4i6e in Ne5 1elhi ta6in+ lea$
from 3A,AHA, (U//ET, /,/ an$ CINETIC.
2/

HUE;@

.1
2-
11
0
2
0
11
0
,
10
1,
20
2,
.0
.,
!0
V#(UES
BR#'DS
I7 T6ERE IS 'O PRICE CO'SIDER#TIO' 36IC6 BR#'D
3OU(D YOU BUY5
.1 2- 11 0 2 0 11
HER
O
HON
BAA

TVS
YAMA
HA
LML
2INE
TIC
ENFI
ELD
BULL
INTERPRETATION
In the (AR;CHART it is clear that 5ith no #rice consi$eration HER0
Hon$a 5ill 4e the first choice follo5in+ 5ith (A-A- an$ EN<IE/1
(U//ET as 2
n$
an$ @
r$
choice. 8hereas T2. 5ill 4e the >
th
choice
5hich is ta6in+ lea$ o9er 3A,AHA, /,/ an$ CINETIC as ?
th
, Eth
an$ !
th
choice.
20

CHAPTER-4
RECOMMENDATIONS
LIMITATIONS
SUMMARY AND CONCLUSIONS
21

RECOMMENDATIONS
In the analysis the res#on$ents ha9e sho5n that they consi$er T2.
motor com#any after HER0 H0N1A an$ (A-A- an$ this is a
ma%or concern for the com#any. T2. motor com#any has to ma6e
some arran+ements to increase the a5areness le9el amon+ the
#ros#ects thro'+h me$ia.
The com#any sho'l$ also em#hasi:e on other 4i6es e7cl'$in+ T2.
2ICT0R an$ T2. CENTRA 4eca'se some of the 4i6es in T2.
li6e A#ache RTR are more #o#'lar than these 4i6es in the s'r9eye$
area.
In Ne5 1elhi the res#on$ents 5ho ha9e 9isite$ the $ealershi# are
not satisfie$ 5ith the ser9ice facilities 5hich can 4e im#ro9e$ 4y
re+'lar 9isit of the ser9ice mana+ers as 5ell as #ro9i$in+ re+'lar
trainin+ to the staff as 5ell as the o5ner.
The $ealershi# in Ne5 1elhi also lac6s in s#ace, 5hich is a ma%or
concern 4eca'se the first im#ression on the min$ of the c'stomer is
a4o't the 5in$o5 $is#lay, 5hich can 4e im#ro9e$ 5ith the hel# of
the #rofessionals.
The 4'yin+ 4eha9ior of the c'stomers in Ne5 1elhi is not foc'se$
on the cele4rity en$orsement 4't they 5ant a #ro$'ct 5hich sho'l$
contain all the factors an$ at an affor$a4le #rice.
The c'stomers in Ne5 1elhi 5ant more n'm4er of $ealers in their
area so as to ha9e more o#tions in 9isitin+ the $ealershi#. E9ery
22

$ealershi# sho'l$ ha9e the same ser9ices an$ e7cellent 5in$o5
$is#lay so as to attract more c'stomers.
As in the $emo+ra#hic #hase of the res#on$ents the yo'n+er
+eneration 5ants to ha9e a 4i6e 5ith lot of #o5er an$ style 5hich
T2. sho'l$ come 5ithin f't're .As T2. has la'nche$ its ne5 4i6e
2ICT0R G/D in the mar6et.
T2. sho'l$ im#ro9e its channel mana+ement an$ sho'l$ in9est in
the 4ran$ ima+e in the mar6et.
LIMITATIONS
This re#ort incor#orates sincere efforts to s'4mit the 4est #ossi4le
$ossier on the to#ic assi+ne$ 4eca'se no st'$y can 4e #erfect.
There are 4o'n$ to 4e limitations that I face$ an$ 5ithin 5hich I
ha$ to 5or6.
The $ata 'se$ in most #art of the re#ort is secon$ary $ata, it has
inherent $iscre#ancy.
As T2. is still not a ho'sehol$ 4ran$ name, some of the
res#on$ents 5ere not com#letely a5are of its #ro$'cts an$ trac6
recor$.
2-

SUMMARY
E9er since man e9ol9e$ into social animal he felt the nee$ for
Transportation. As he forme$ a ci9ili:ation he felt the nee$ for
&Better Transportation. To$ay on the threshol$ of e7#lorin+ the
'ni9erse he feels the nee$ of Best Transportation.
Tr'ly the mo$ern 5orl$ relies on trans#ortation 5hich can 4e
air5ays, roa$5ays, rail5ays an$ on 5ater. (icycle 5as the most
im#ortant #art of roa$ trans#ortation in early $ays an$ as the
scenario chan+e$ 4icycle 5as transforme$ into a fast, stylish an$
tren$y mo$e of trans#ort 6no5n as Motorcycle no5a$ays 6no5n
as Motori!e.
Each h'man 4ein+ that is li9in+ in this social 5orl$ 6no5s the
im#ortance of 4i6es 4eca'se it ser9es the #'r#ose in any 6in$ of
sit'ation an$ in any #art of this 5orl$.
The to#ic of the #ro%ect is "#sto$er B#yin% Be&avior ta!in% T'(
)or co$parison. T2. motor com#any is one of the lea$in+ 4i6e
man'fact'rers in In$ia. The analysis of the #ro%ect 5as 4ase$ on
c'stomerIs #oint of 9ie5. <or the st'$y, 4oth pri$ary *ata an$
secon*ary *ata 5ere reB'ire$. The #rimary $ata 5as collecte$
2+

4ase$ on a s'r9ey research, 'sin+ a str'ct're$ B'estionnaire 5ith
4oth o#en en$e$ an$ close$;en$e$ B'estions.
The sam#lin+ #roce$'re 'se$ 5as ran$om sam#lin+ for the
st
o4%ecti9e i.e. to 'n$erstan$ cons'mer nee$s on motor4i6es. <or the
2
n$
o4%ecti9e i.e. to 'n$erstan$ the a5areness le9els of T2. I 5ent
to the #ros#ects an$ met the res#on$ents to fill the B'estionnaire.
The mo$e of s'r9ey 5as of #ersonal inter9ie5, 5here the
res#on$ents fille$ '# the B'estionnaires. The secon$ary $ata 5as
collecte$ from 4'siness ne5s#a#ers, ma+a:ines,
Com#any 4roch'res, %o'rnals an$ the Internet. The ma%or
concl'sion from this st'$y 5as that T2. has to im#ro9e itself to
+ain the
st
#osition in the mar6et as it is $oin+ 5ell to maintain its
@
r$
#osition in the mar6et.
In terms of com#etition T2. has nec6;to;nec6 com#etition 5ith
Hero Hon$a an$ (a%a%. T2. has a lot of 5or6 to $o if it has to ta6e
lea$ an$ remain the lea$in+ man'fact'rer in In$ia.
2.

CONCLUSION

The facts an$ fi+'res sho5n in the analysis is correct an$ the
s'r9ey has 4een $one in a +oo$ faith an$ res#onsi4ility
As HER0 H0N1A, (A-A- an$ 3A,AHA ha9e ta6en the
st
,
2n$ an$ @
r$
#osition. Th's T2. motor co. has to ma6e some
more efforts to increase the a5areness amon+ the #eo#le in the
conte7t of 4i6es.
The res#on$ents ha9e 4een as6e$ a4o't the most effecti9e
slo+an in $ifferent 4ran$s of 4i6es in 5hich a+ain H0N1A an$
(A-A- ha9e ta6en the lea$. T2. motor co. has em#hasi:e$ only
on 2ICT0R an$ not on other 4i6es, th's #eo#le only 6no5
a4o't 2ICT0R an$ not other 4i6es. Print me$ia an$ $ifferent
ty#es of me$ia sho'l$ 4e 'se$ to ma6e #eo#le 6no5 a4o't the
slo+an.
The res#on$ents in the factors, 5hich they consi$er 5hile
#'rchasin+ a 4i6e, ha9e $one the ran6in+. ,I/EAGE is the first
factor follo5in+ 5ith P08ER an$ .T3/E an$ also 5ith an
a$a#ta4le PRICE. The com#any has to ma6e efforts for ma6in+
a #ro$'ct that sho'l$ ha9e all these three factors 5ith
consi$era4le #rice.
-)

The most infl'encin+ factor in #'rchasin+ $ecision of the 4i6e is
<A,I/3 an$ after that <RIEN1. 5hich is not at all lin6e$ 5ith
the com#any in9estment. The com#any +enerally in9ests in
1ealer #romotion an$ ,e$ia, 5hich is not a##ro#riate as
analy:e$ in this B'estion. A5areness le9el thro'+h ,e$ia an$
$ealer sho'l$ 4e increase$.
8hen as6e$ a4o't the e7#erience at the T2. $ealershi# most of
the res#on$ents ha$ a +oo$ an$ a9era+e e7#erience 5ith a small
n'm4er ha9in+ 4a$ e7#erience. The small n'm4er of 4a$
e7#erience can 4e a9oi$e$ 4y +i9in+ 5arm 5elcome an$ +oo$
4eha9ior 4y the staff.
The res#on$ents 5ho ha9e not 9isite$ the T2. $ealershi# are
either not intereste$ in T2. 4i6es or they are not satisfie$ 5ith
T2. #ro$'cts. In this matter the $ealer sho'l$ increase the road
sho&s as 5ell as arran+e re+'lar customers meetin 5hich 5ill
create interests in other #ros#ects.
,ost of the res#on$ents ha$ 6no5le$+e a4o't the T2. 4i6es,
5hich is a +oo$ si+n for the T2. motor com#any.
In T2. motor com#any 2ICT0R is the most #o#'lar 4i6e an$
9ery interestin+ly 5itho't any me$ia interaction <IER0 <2 has
ta6en the 2
n$
s#ot 5ith CENTRA on the @
r$
s#ot 5hich has ta6en
a lea$ 5ith only one #lace from ,AD;R .It is recommen$e$ that
<IER0 <2 sho'l$ 4e +i9en eB'al sales #romotion than
-,

CENTRA 4eca'se of its #o#'larity has come thro'+h #eo#le
net5or6 an$ not thro'+h channel me$ia.
The res#on$ents ha9e li6e$ the ser9ice facility an$ the staff 4't
the im#ortant factor is the lac6 of s#ace. The $ealershi# in Ne5
1elhi has to im#ro9e the staff as 5ell as the after sales ser9ices
an$ the c'stomer relations.
Cele4rity en$orsement $oes not affect most of the res#on$ents
5hereas only @>F of the res#on$ents ha9e an affect o9er the
#'rchasin+ $ecision of 4i6e. Com#any sho'l$ +i9e more
im#ortance to the #ro$'ct so as to +i9e the 4est in B'ality to the
c'stomer.
In conte7t to #o#'larity T2. ran6s @r$ accor$in+ to this sam#le
si:e an$ th's the com#any sho'l$ intro$'ce ne5 #ro$'cts as
5ell as re#osition its #ro$'ct accor$in+ to the $eman$ in the
mar6et.
In the case of no #rice consi$eration T2. ran6s >
th
an$
accor$in+ to s'r9ey analysis the res#on$ent 5ants to #'rchase
his $ream 4i6e 5hich T2. Com#any has to ma6e in com#arison
5ith HER0 H0N1A, (A-A- an$ EN<IE/1 (U//ET.

-*

BIBLIOGRAPHY
8E( .ITE
Goo+le.com,555.t9smotor.com
TEDT (00C.
,ar6etin+ Research, Test an$ cases, Richar$ 1. Ir5in,
/inois
C.R Cothari, Research ,etho$olo+y
NE8. PAPER
Times A'to
The Economic Times
,AGAPINE.
A'to .#orts
('siness 0'tloo6
-/


TVS MOTOR COMPANY
CU.T0,ER (U3ING (EHA2I0UR )NE8 1E/HI*
QUESTIONNAIRE
Que1. Do you own a Bike?
3es
No
If yes, 5hich (i6e $o yo' ha9eO
.#ecify QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
Que2. Which brands of Bike are you aware of....?
T2.
HER0 H0N1A
EN<IE/1
3A,AHA
(A-A-
/,/
CINETIC
-0

Que3. Which slogan of Bike affects you the most and of which
brand.?
.#ecifyQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
=ue0. Which factors do you consider while purchasing a
Bike? RRan6S
,I/EAGE
.T3/E
PRICE
(RAN1
.PARE PART.
A<TER .A/E .ER2ICE
Que5. Who influenced you while purchasing the Bike?
<RIEN1.
1EA/ER
<A,I/3
,E1IA
Que6. Have You Visited Any TVS Showroom?
3es
No
-1

Que7. If yes, what was the Experience?
2ER3 G001
G001
A2ERAGE
(A1
Que8. If No, why you have not visited the TVS Showroom?
Please .#ecifyQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
=ue.. If you have a Motorcycle other than TVS?
Do you know about TVS Motor bike?
3es
No
If yes which Brand of TVS Motor bike?
.#ecify QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
Have you visited TVS DEALERSHIP?
3es
No
-2

=ue,). What have you liked OR Disliked at TVS
DEALERSHIP?
.#ecifyQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
Que11. Does celebrity endorsement affect the purchase of
Bike?
3es
No
Que12. Which brand do you think is most popular in the
Market?
.#ecifyQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
Que13. If there is no price consideration which brand would
you buy?
.#ecifyQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
THANKS A LOT FOR PARTICIPATING!!
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