Consumer Preference of Tvs Motorcycle

CONSUMER PREFERENCE OF TVS MOTORCYCLE
A.SUKUMAR., M.Com., M.Phil., Coimbatore

A STUDY ON CONSUMER PREFERENCE OF TVS MOTORCYCLE
WITH SPECIAL REFERENCE TO MURUGESAN MOTORS,
PERIYAKULAM TALUK
2008
INTRODUCTION OF THE STUDY
Marketing is societal process by which individuals and groups obtain what
they need and want through creating offering and freely exchanging products and
services of value with others. Marketing managements as they are and science
of choosing target market and getting keeping and growing customers through
creating, delivering and communicating superior customer value.
Markets can be classified in May ways, namely local market, national
market and international market. Marketing is a process by means of which
goods and services can be exchanged. On the other hand marketing is a wider
and more comprehensive term. It includes the whole process of distribution.
Marketing is the business process by which products are matched with the
market and through which transfer of ownership is affected.
Marketing has changed dramatically, evolving from the old fashioned
concept of simply providing the goods and making it available for consumer to be
day’s highly competitive marketing strategies.
What is Customer
•
•
are not doing a favour by giving us the opportunity to do so.

•
argument with a customer.
•
profitably to him and to ourselves.
To day more companies are recognizing the importance of satisfying and
retaining customer. Satisfied customer constitute the company’s relationship
capital. If the company were to be sold, the acquiring company would have to pay
not only for the plant and equipment and the brand name, but also for the
delivered customer base, namely the number and value of the customer who
would do business with the new firm.
Advantage of the consumer

maintain quality in order to secure stronger market position.

customer not face and hard ship in purchasing the products.

Brand
and to differentials them those of the competitions. A brand identifies the
products for a buyer.
Brand name
A brand name consists of words, letter and 10% numbers which may be
vocalized and refers to products.

Brand equity
Brand equity is what marketing is all about and maintains it is probably the
most important task for any company.
It is identity that includes al the assets that you build around a product to
convert it into a head brand. After all the customer buys brands products.
Brand image
Every brand image is partially designed formal product image the product
image relates to the fundamental aims and satisfied with the consumers find in a
particulars product. Brand image and product image must conform to each other
in the long run.
Brand preference
Brand preference means liking at one brand rather than another. In other
words, brand preference is “ The prior right, favored position, better liking given to
a particular brand of product.
Consumer behavior
According to Webster, “ buyer behavior is all phychological, social and
physical behavior of potential customer as they became aware of evaluate
purchase consumer and tell other people about products and services.
Buyer behavior emphasis that this behavior is both individual process and
group processes. If follows the buyer from awarness through to post purchase
evaluation. It includes communication purchasing, and consumption behavior.
Consumer behavior helps as to under stand the purchase behavior and
preference of different consumers.
Manufactures and service companies who brand their products must choose
which brand names to use. Four strategies are available.

choosing a specific brand name. The company could choose the name of a
person location quality, lifestyle or an artificial name. companies need to
periodically audit their brands strengths and weaknesses companies will
occasionally discover hat it may have to reposition the brand because of
changing customer preference or new competitors.

INTRODUCTION OF THE INDUSTRY
HISTORY
The Britannica Encyclopaedia describes a motorcycle as a bicycle or tricycle
propelled by an internal-combustion engine (or, less often, by an electric engine).
The motors on minibikes, scooters, and mopeds, or motorized velocipedes, are
usually air-cooled and range from 25 to 250 cubic cm (1.5 to 15 cubic inches) in
displacement; the multiple-cylinder motorcycles have displacements of more
than 1,300 cubic cm.
The automobile was the reply to the 19th-century dream of self-propelling the
horse-drawn carriage. Similarly, the invention of the motorcycle created the
self-propelled bicycle. The first commercial design was a three-wheeler built by
Edward Butler in Great Britain in 1884. This employed a horizontal single-
cylinder gasoline engine mounted between two steerable front wheels and
connected by a drive chain to the rear wheel.
The 1900s saw the conversion of many bicycles, or pedal cycles by adding
small, centrally mounted spark ignition engines. There was then felt the need for
reliable constructions. This led to road trial tests and competition between
manufacturers. Tourist Trophy (TT) races were held on the Isle of Man in 1907
as reliability or endurance races. Such were the proving ground for many new
ideas from early two-stroke-cycle designs to supercharged, multivalve engines
mounted on aerodynamic, carbon-fibre reinforced bodywork.

INVENTION OF TWO WHEELERS
The invention of the first two-wheeler is a much-debated issue. "Who
invented the first motorcycle?" may seem like a simple question, but the answer is
quite complicated.
Two-wheelers owe their descent to the "safety" bicycle, i.e., bicycles with front
and rear wheels of the same size, with a pedal crank mechanism to drive the rear
wheel. Those bicycles, in turn descended from high-wheel bicycles. The high-
wheelers descended from an early type of pushbike, without pedals, propelled by
the rider's feet pushing against the ground. These appeared around 1800, used
iron-banded wagon wheels, and were called "bone-crushers," both for their
jarring ride, and their tendency to toss their riders.
Gottlieb Daimler (who later teamed up with Karl Benz to form the Daimler-Benz
Corporation) is credited with building the first motorcycle in 1885, one wheel in
the front and one in the back, although it had a smaller spring-loaded outrigger
wheel on each side. It was constructed mostly of wood, the wheels were of the
iron-banded wooden-spoked wagon-type, it definitely had a "bone-crusher"
chassis!
This two-wheeler was powered by a single-cylinder Otto-cycle engine, and may
have had a spray-type carburetor. (Wilhelm Maybach, Daimler's assistant, was
working on the invention of the spray carburetor at the time). If two wheels with
steam propulsion can be called a motorcycle, then the first one may have been
American.

One such machine was demonstrated at fairs and circuses in the eastern US
in 1867. This was built by one Sylvester Howard Roper of Roxbury,
Massachusetts. There is an existing example of a Roper machine, dated 1869. A
charcoal-fired two-cylinder engine, whose connecting rods directly drive a crank
on the rear wheel, powers it. This machine predates the invention of the safety
bicycle by many years, so its chassis is also based on the "bone-crusher" bike.
ORIGIN OF MOTOR-SCOOTERS
Edward Butler, an Englishman, built the first motor tricycle in 1884. The first
gasoline-engine motorcycle to appear publicly was built by Gottlieb Daimler, of
Bad Cannstatt, Germany, in 1885. The first practical engines and motorcycles
were designed by the French and Belgians, followed by British, German, Italian,
and American makers.
The popularity of the vehicle grew, especially after 1910. During World War I
the motorcycle was used by all branches of the armed forces in Europe,
principally for dispatching. After the war it enjoyed a sport vogue until the
Great Depression began in 1929. After World War II a revival of interest in
motorcycles lasted into the late 20th century, with the vehicle being used for
high-speed touring and sport competitions.

The practice of attaching auxiliary engines to bicycles in western Europe and
parts of the United States led to the development during the 1950s of a new type
of light motorcycle, the moped. Originating in Germany as a 50-cubic-
centimeter machine with simple controls and low initial cost, it was largely free
of licensing and insurance regulations except in Great Britain.

The more sophisticated motor scooter originated in Italy soon after World War
II, led by manufacture of a 125-cubic-centimeter model. Despite strong
competition from West Germany, France, Austria, and Britain, the Italian
scooters maintained the lead in the diminishing market. The scooter has small
wheels from 20 to 36 cm (8 to 14 inches) in diameter, and the rider sits inside
the frame. Power units are placed low and close to the rear wheel, which is
driven by bevel gearing or chain. Capacities vary from 50 to 225 cubic cm, and
four-speed gearing is common.

INITIAL HIT
Most of the development during this earliest of eras
concentrated on three and four-wheeled designs, since it was complex enough to
get the machines running without having to worry about them falling over. The
next really notable two-wheeler was the Millet of 1892. It used a 5-cylinder
engine built as the hub of its rear wheel. The cylinders rotated with the wheel, and
its crankshaft constituted the rear axle.
The first really successful production two-wheeler though, was the Hildebrand &
Wolfmueller, patented in Munich in 1894. It had a step-through frame, with its
fuel tank mounted on the downtube. The engine was a parallel twin, mounted low
on the frame, with its cylinders going fore-and-aft. The connecting rods
connected directly to a crank on the rear axle, and instead of using heavy
flywheels for energy storage between cylinder-firing, it used a pair of stout elastic
bands, one on each side outboard of the cylinders, to help out on the compression
strokes. It was water-cooled, and had a water tank/radiator built into the top of the
rear fender.
In 1895, the French firm of DeDion-Buton built an engine that was to make the
mass production and common use of motorcycles possible. It was a small, light,
high revving four-stroke single, and used battery-and-coil ignition, doing away
with the troublesome hot-tube. Bore and stroke figures of 50mm by 70mm gave a
displacement of 138cc. A total loss lubrication system was employed to drip oil
into the crankcase through a metering valve, which then sloshed around to
lubricate and cool components before dumping it on the ground via a breather.
DeDion-Buton used this 1/2 horsepower powerplant in roadgoing trikes, but the
engine was copied and used by everybody, including Indian and Harley-Davidson

in the U.S. Although a gentleman named Pennington built some machines around
1895 (it's uncertain whether any of them actually ran), the first US production
motorcycle was the Orient-Aster, built by the Metz Company in Waltham,
Massachusetts in 1898. It used an Aster engine that was a French-built copy of
the DeDion-Buton, and predated Indian (1901) by three years, and Harley-
Davidson (1902) by four.

PROFILE OF THE COMPANY
TVS Group
TVS group was established in 1911 as a bus service in Madurai by Late
Shri. TVS Sundram Iyangar. After some years of services they started
automobile company with limited capital TVS motors is a gusty performer. It is
declared a splendid result for quality for the financial year 2002. It is the first year
post separation with Suzuki but the company just surprised its critics though its
excellent performance.
DEVELOPMENT AND IMPACT
Name changed to TVS motor
After the exit of Suzuki from the joint venture, selling its 25.97% stake at
Rs.15 per share to sundaram claylon, the board in November decided to change
the name of the company to TVS motors Ltd.
Early end to licensing agreement
In December 2001, TVS sought an early end to its licensing agreement
with Suzuki by giving the mandatory 120 days prior notice. Accordingly the
licensing agreement has came to an end in April. TVS can now launch products
under its own brand name .
Victory with victory
In the end at 2001,the company had launched indigenously developed
110cc bike the victor in the executive segment. Priced at around 41,200. (ex-

show room Chennai) the company had invested to 70 crosses on the project and
has been amply rewarded. The products has been a huge hit given its high
mileage and competitive pricing coupled with a higher cc engine for its class.
TVS motors opening a plant in Indonesia
TVS motors is considering opening up a manufacturing plant in the south
eastern asian country of Indonesia and they would be finalizing the plans within a
month itself. They are planning to start production with in 15 months and the
estimated investment is expected to be in the region of USD 50 million.
The company would be launching a series of motor cycles in the
Indonesian market to compliments sales in the local industry. Some of the
variants of their popular models like victor and start are expected to make entry
in to the Indonesian market.
TVS motors plans to sell more than a million bikes this year and want to
capture at least 15% of the market share in the Indian sector.
The motor bike market grew by around 20% last year through TVS itself
saw a 5% drop in sales figures. Much of it can be blamed on the entry of the
Honda as an independent unit in the market.
The company’s latest product centra trough technically quite advance has
failed to generate any fire on the sales chart. They are also planning to enter the
three – wheeler market next year with a planed investment of around Rs.100
Crores for a plant at mysore.
Sachin to promote TVS
TVS has roped in Sachin Tendulkar as the brand ambassador. The
contract entered for an undisclosed sum would be for a period of three years.
The company would be spending 50 crores on building the TVS brand as a
whole rather than spending on advertising on products.

To end royalty payment
TVS will no longer have to pay royalty to Suzuki on its motor cycles after
the end of the licensing agreement.
To increase research and development
The company will be increasing its research and development from 1.8% of
sales to 3.6% of sales in the next year.
To invest 200 crores for expansion
The company has announced plans to invest Rs.200 crores to increase
the capacity up to 1.2 million unit a year no meet the increasing demand for its
motor cycles.In the export front TVS motor company recorded its highest ever
exports of
11,008 units in august 2006, at a growth of 71% compared to the same period last
year.
Achievement of TVS motor company

TVS motor company records 28% growth in motor cycles.

TVS motors company report turn over of Rs.939.62 crores record 26%
growth.

TVS motor company sales up by 23%

TVS bike sales up by 53%
Market Launches of TVS group

TVS scooty in June 1994.


December 1996.


first indigenously designed and manufactured motor cycle.

cycle with the revolutionary VT-I engines for best in-class mileage

for rough terrain
Acknowledged by the Japanese for quality

Deming prize, institute by jose. (Japanese union of scientists and
engineers).

category by Japanese institute of plant maintenance, rated as the bench
mark in TPM excellence in India.
Asian network for quality award 2004

from business world and national institute of design.

business week international.

was honoured with doctorate in science by university of warwick united
kingdom.
Present condition of the company



IMPORTANCE OF THE STUDY
In this competitive modern age, where different qualities and types of
goods exist, branching is of special importance in the business world branding
not only gives separate identify and easy recognition of the product but also
creates a special brand preference. Consumer are aware of and prefer particular
brand when it is available for purchase.
The competition among the bike makers is growing day-to-day. The Indian
auto industry is also subject to tremendous, changes, with the opening up to the
domestic corporation to meet challenges vehicle productivity, entrance market
orientation loyalty. For knowing consumer taste and preferences, consumer
oriented survey place an important role in the entire market.
In modern day, vehicle is a necessary one from every family to keep the
prestige of holding them in the society.
OBJECTIVES OF THE STUDY
Primary objectives
To find out the factors behind the customer preference for TVS two
wheelers.
Secondary objectives
1. To know the awarness about TVS vehicles among the vehicles users.
2. To find out the opinion of the respondents regarding TVS vehicles, like
cost price, mileage, maintenance cost and gear opinion of their vehicles.
3. To study the importance criteria the consumer looks for the product
performance.
4. To analyze the service rendered and level of consumer satisfaction through
delivery process.

RESEARCH METHODOLOGY
Meaning of research
Research is common parlance refers to a search for knowledge. Once can
also define research as a scientific and systematic search for pertinent
information on a specific topic. In fact research is an art of science investigation.
Definition
The advances learners dictionary of current English lays down the
meaning of research as “ a careful investigation or inquiry through search for new
facts in any branch of knowledge.
REDMAN and MORY define research as “a systematical effort to gain
new knowledge”.
Research design
The research design is the determination and statement of general
research approach of strategy adopted for the particular product. It is the heart of
the planning which the design adheres to the research objected which will ensure
that the needs will be served.
Descriptive adoptive has been followed in the study as it is invested to
produce accurate descriptive of various relevant to the decision faced without
demonstrating that some relationship exist with in variable. It is used to measure
the behavior variables of people of subject who are under the study.

Area of the study
The area of the study is TVS two wheeler vehicles users in coimbatore city.
Methods of data collection
A questionnaire used as data collection pool the researcher interviews the
respondents. Respondents in the questionnaire filled information.
Primary data
The primary data has been collected by conducting direct interview using
structured questionnaire.
Secondary data
The secondary data are collected from books, journals, company records
internet.
Analysis
Analysis is done on the basis of sample percentage and statistical analysis.
Sampling technique
There are two sampling techniques. They are probability sampling non
probability sampling. In this study the research had adopted convenient sampling.
Sampling size
Sampling size taken from the study is 130 respondents.
Statistical tools used
1. simple Percentage Analysis
2. Chi –Square test.
3.
1.
The percentage method is used for comparing certain feature. The
collected data represented in the from of tables and graphs in order to give
effective visualization of comparison made.
Actual population
Sample Percentage
=
X 100
Sample size
2. Chi – Square Analysis test
It is useful to determine the sign can’t relationship between the two
variables
The formula is used for chi-square test.
chi-square = (o-e)2
e
where, o
Observed frequency
e
Expected frequency
Expected frequency is calculated as follows
Row total X column total
Expected value
=
Grand total
Degree of freedom
=
(r-1) X(c-1)
Where,
R
-
Number of rows
C
-
Number of columns.

LIMITATIONS OF THE STUDY
1. This study is limited to Coimbatore city and therefore the findings of the
study cannot it be extended to other areas.
2. The samples have been collected from the limited number of respondents.
3. Time achieve is considered inadequate to conduct such survey.
4. The result of the study may not be generalized to all.
5. Some of the respondents were non co-operative.
TABLE NO.1
TABLE SHOWING AGE GROUP OF THE RESPONDENTS
Age
No. of respondents
%
20-30 30-40 40-50 50-60
55
36
25
14
42
28
19
11
Total
130
100
Interpretation
The above table show that 42%of the respondents are between the age
group of 20-30, 28% of the respondents between the age 30-40, 19% of the
respondents between the age 40-50, 11% of the respondents between the age
50-60.

CHART NO -1
REGARDING THE AGE GROUP OF THE RESPONDENTS
05
10
15
20
25
30
35
40
45
Percentage
Particulars
20-30 30-40 40-50 50-60

TABLE NO.2
TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS
occupation
No. of
respondents
%
Private employee
Government employee
Business man
Students
others
75
15
20
10
10
58
11
15
88
Total
130
100
Interpretation
From the above table it can be analysis that above 58% of the respondents
are occupied in private employee, 15% of the respondents are business man,
11% of the respondents are government employees, , 8% of the respondents
students,8% of the respondents others.
CHART NO - 2.
CHART REGARDING THE OCCUPATION OF THE
RESPONDENTS
0
10
20
30
40
50
60
Percentage
Particulars
Private employee
Government employee
Business man
Students
Others

TABLE NO.3
TABLE SHOWING THE NUMBER OF FAMILY MEMBERS
Family members
No. of respondents
%
1-2
2-4
4-6
6 and above
10
65
50
5
8
50
38
4
Total
130
100
Interpretation
The above table shows that 50% of the respondents have a 2-3 family
members using the vehicle. 38% of the respondents have a 4-6 family members,
8% of the respondents have a 1-2 family members using the vehicle, 4% of the
respondents have a 6 and above family members.

CHART NO- 3
CHART REGARDING THE NUMBER OF FAMILY MEMBERS
0
10
20
30
40
50
60
Particulars
Percentage
1to2 2to4 4to6
6 and above

TABLE NO.4
TABLE SHOWING THE MONTHLY INCOME OF THE RESPONDENTS
Income
No. of respondents
%
3000-5000
5001-7000
7001-9000
9000 above
44
37
27
22
34
28
21
17
Total
130
100
Interpretation
The above table shown that 34% of the respondents have a monthly
income up to 3000-5000, 28% of the respondents have a monthly income 5001-
7000, 21% of respondents have a monthly income 7001-9000. 17% of the
respondents have a monthly income 9000 above.
CHART NO - 4
CHART REGARDING THE MONTHLY INCOME OF THE
RESPONDENTS
0
10
20
30
40
Particulars
Percentage
9000 above
7001-9000 5001-7000 3000-5000

TABLE NO.5
TABLE SHOWING THE MOST PREFERRED MODEL IN TVS BY THE
RESPONDENTS
Particulars
No. of respondents
%
TVS MAX R100
TVS victor
TVS star city
TVS apache
51
34
28
17
39
26
22
13
Interpretation
The above table shows that 39% of the respondents prefer TVS MAX
R100, 26% of the respondents prefer TVS victor, 22% of the respondents prefer
TVS star city , 13% of the respondents prefer TVS apache.
CHART NO – 5
CHART REGARDING THE MOST PREFERRED MODEL IN TVS
BY THE RESPONDENTS
05
10
15
20
25
30
35
40
Percentage
Particulars
TVS MAX R100 TVS victor
TVS star city
TVS apache

TABLE NO.6
TABLE SHOWING THE MODE OF PURCHASE BY THE
RESPONDENTS
Particulars
No. of
respondents
%
Loan
Cash
91
39
70
30
Total
130
100
Interpretation
The above table shows that 70% of the respondents have resorted to
loan, 30% of the respondents have resorted to cash.
CHART NO - 6
CHART REGARDING MODE OF PURCHASE BY THE
RESPONDENTS.
TABLE NO.7
TABLE SHOWING THE MILEAGE PERFORMANCE OF THE
VEHICLE USED BY THE RESPONDENTS
Particulars
No. of
respondents
%
50-60
60-70
70-80
80 and above
59
38
20
13
45
29
16
10
Total
130
100
Interpretation
The above table shows that about 45% of the respondents are getting a
mileage of above 50-60 kilometers, 29% of the respondents are a getting a
mileage of 60-70, 16% of the respondents are getting a mileage of 70-80, 10% of
the respondents are getting a mileage 80 and above.
CHART NO - 7
CHART REGARDING THE MILEAGE PERFORMANCE OF THE
05
10
15
20
25
30
35
40
45
Percentage
Particulars
50-60 60-70 70-80
80 and above

TABLE NO.8
TABLE SHOWING THE TYPE OF MEDIA PREFERRED BY THE
RESPONDENTS.
Particular
No ofresponden
ts
%
Television
Newspaper
Magazine
Banners
58
38
20
14
45
29
15
11
Total
130
100
Interpretation
The above table shows that about 45% of the respondents have seen the
TVS vehicles is advertisement on Television. 29% of the respondents have seen
through newspaper. 15% of the respondents have seen through magazine. 11%
of the respondents have seen through banners.
CHART NO – 8
CHART REGARDING THE TYPE OF MEDIA PREFERRED BY THE
RESPONDENTS
05
10
15
20
25
30
35
40
45
Percentage
Particulars
Television
Newspaper
Magazine
Banners

TABLE NO.9
TABLE SHOWING THE MAINTENANCE COST BY THE
RESPONDENTS PER MONTH.
Particulars
No. of respondents
%
1000
2000
3000
4000 and above
78
32
12
8
60
25
96
Total
130
100
Interpretation
The above table indicated that about 60% of the respondents are incurring
maintenance cost of Rs. 1000, 25% of the respondents are incurring
maintenance cost of Rs.2000, 9% of the respondents are incurring maintenance
cost of Rs. 3000, 6% of the respondents are incurring maintenance cost 4000
and above.
CHART NO - 9
CHART REGARDING THE MAINTENANCE COST BY THE
RESPONDENTS PER MONTH
0
10
20
30
40
50
60
70
Particulars
Percentage
1000 2000 3000
4000 and above

TABLE NO.10
TABLE SHOWING THE PURPOSE OF THE VEHICLE USED BY THE
RESPONDENTS
Particulars
No. of
respondents
%
Official
Personal
55
75
42
58
Total
130
100
Interpretation
The above table shows that 58% of the respondents are using the vehicle
for personnel use. 42% of the respondents are using the vehicle for official use.

CHART NO - 10
CHART REGARDING THE PURPOSE OF THE VEHICLE USED BY
THE RESPONDENTS
0
10
20
30
40
50
60
Percentage
Particulars
Official
Personal

TABLE NO.11
TABLE SHOWING THE USAGE OF THE VEHICLE BY THE
RESPONDENTS.
Particulars
No. of
respondents
%
0-1 years
1-2 years
2-3 years
3 years & above
17
26
36
51
13
20
28
39
Total
130
100
Interpretation
for 3 years and above, 28% of the respondents are using 2-3 years, 20% of the
respondents are using 1-2 years, 13% of the respondents are using below 1
year.
CHART NO - 11
CHART REGARDING THE USAGE OF THE VEHICLE BY THE
RESPONDENTS IN YEARS
05
10
15
20
25
30
35
40
Percentage
Particulars
0-1 years
1-2 years
2-3 years
3 years & above

TABLE NO.12
TABLE SHOWING GEAR OPINION OF THE RESPONDENTS.
Particulars
No. of
respondents
%
Excellent
Good
Modification
Poor
26
69
25
10
20
53
19
8
Total
130
100
Interpretation
The above table shows that 53% of the respondents opinion about the
gear system is good. 20% of the respondents opinion was excellent, 19% of the
respondents opinion was modification, 8% of the respondents opinion was poor.
CHART NO -12
CHART REGARDING GEAR OPINION OF THE RESPONDENTS
20
53
19
8
Excellent Good Modification Poor
TABLE NO.13
TABLE SHOWING REASON FOR PURCHASE OF THE MODEL
Particulars
No. of
respondents
%
Comfort
Style
Mileage
Advertisement
60
28
37
5
46
22
28
4
Total
130
100
Interpretation
The above table shows that 46% of the respondents feel that comport is
the reason for purchase model, 28% of the respondents feel that mileage, 22% of
the respondents feel that style, 4% of the respondents feel that advertisement.
CHART NO -13
CHART REGARDING THE REASON FOR PURCHASE OF THE MODEL
05
10
15
20
25
30
35
40
45
50
Percentage
Particulars
Comfort Style Mileage Advertisement

TABLE NO.14
TABLE SHOWING THE COST OF VEHICLE
Particulars
No. of
respondents
%
High
Moderate
Low
37
66
27
28
51
21
Total
130
100
Interpretation
The above table indicates that 51% of the respondents feel that moderate
the cost of vehicle. 28% of the respondents feel that high, 21% of the
respondents feel that low.
CHART NO -14
CHART REGARDING COST OF THE VEHICLE
0
10
20
30
40
50
60
Percentage
Particulars
High Moderate Low

TABLE NO.15
TABLE SHOWING THE WARRANTY PERIOD
Particulars
No. of
respondents
%
Yes
No
112
18
86
14
Total
130
100
Interpretation
The above table we can inter that about 86% of the respondents are
feeling that the warranty period is helpful, 14% of the respondents are feeling that
did not get the warranty period.
CHART NO - 15
CHART REGARDING THE WARRANTY PERIOD
86
14
Yes No
Particulars
TABLE NO.16
TABLE SHOWING THE USING THE VEHICLE FOR HOW MANY
HOUR A DAY
Particulars
No. of
respondents
%
0-1 hour
1-2 hour
2-3 hour
more than 3 hours
12
28
55
35
9
22
42
27
Total
130
100
Interpretation
for a day 2-3 hours, 27% of the respondents are using the vehicle for a day more
than 3 hours, 22% of the respondents are using the vehicle for a day 1-2 hours,
9% of the respondents are using the vehicle below 1 hours per day.

CHART NO - 16
CHART REGARDING USING THE VEHICLE FOR HOW MANY HOUR A
DAY
05
10
15
20
25
30
35
40
45
Percentage
Particulars
0-1 hour 1-2 hour 2-3 hour
more than 3 hours

TABLE NO.1
TABLE SHOWING SPARE PARTS AVAILABILITY WITH THE LOCAL
DEALERS
Particulars
No. of
respondents
%
satisfied
dissatisfied
105
25
81
19
Total
130
100
Interpretation
The above the table shows that 81% of the respondents are satisfied with
the spare parts availability with the local dealers 25% of the respondent are
dissatisfied.
CHART NO -17
CHART REGARDING THE SPARE PARTS AVAILABILITY WITH THE
LOCAL DEALERS
0
10
20
30
40
50
60
70
80
90
Percentage
Particulars
satisfied
dissatisfied

TABLE NO.18
TABLE SHOWING THE LEVEL OF SATISFACTION OF THE
RESPONDENT WITH AFTER SALES AND SERVICE.
Particulars
No. of respondents
%
Highly satisfied
satisfied
Dis-satisfied
Highly dis-satisfied
73
39
11
7
56
30
95
Total
130
100
Interpretation
The above table shows that 56% of the respondents are highly satisfied
with the after sales and service, 30% of the respondents are satisfied, 9% of the
respondents are dis satisfied, 5% of the respondents highly dis satisfied.
CHART NO -18
CHART REGARDING THE LEVEL OF SATISFACTION OF THE
RESPONDENT WITH AFTER SALES AND SERVICE
0
10
20
30
40
50
60
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
TABLE NO.19
TABLE SHOWING PROBLEM FACED BY THE RESPONDENTS.
Particulars
No. of
respondents
%
Starting trouble
Pick up
Mileage problem
Battery problem
26
75
35
0
15
58
27
0
Total
130
100
Interpretation
The above table shows that 58% respondents faced pick up problem, 27%
of the respondents faced mileage problem, 15% of the respondents faced
starting trouble problem.
CHART NO - 19
CHART REGARDING THE PROBLEM FACED BY THE RESPONDENTS
0
10
20
30
40
50
60
70
Partcular
Starting trouble
Pick up
Mileage problem
Battery problem

TABLE NO.20
TABLE SHOWING THE RESPONDENTS OPINION ABOUT LONG
RIDING OF THE VEHICLE
Particulars
No. of respondents
%
Wonderful
Excellent
Good
Poor
15
28
66
21
11
22
51
16
Total
130
100
Interpretation
The above table shows that 51% of the respondents are long riding is
good, 22% of the respondents are long riding is excellent, 16% of the
respondents are long riding is poor, 11% of the respondents are long riding is
wonderful.

CHART NO - 20
CHART REGARDING THE RESPONDENTS OPINION ABOUT THE
LONG RIDING OF THIS VEHICLE
0
10
20
30
40
50
60
Percentage
Particulars
Wonderful
Excellent
Good
Poor
TABLE NO. 21

TABLE SHOWING THE RESPONDENTS PLAN FOR CHANGING
THEIR VEHICLES
Particulars
No. of respondents
%
Yes
No
40
90
31
69
Total
130
100
Interpretation
The above table shows that 69% of the respondents have no idea to
change the vehicle. 31% of the respondents says to change the vehicle.
CHART NO - 21
CHART REGARDING THE RESPONDENTS PLAN FOR CHANGING
THEIR VEHICLES
Yes
No
TABLE NO. 22
TABLE SHOWING THE RESPONDENTS ALTERNATIVE
PREFERENCE
Particulars
No. of respondents
%
Honda
Hero Honda
Bajaj
yamaha
5
65
40
20
4
50
30
16
Total
130
100
Interpretation
The above table shows that 50% of the respondents alternative preference
of the vehicle is Hero honda, 30% of the respondents alternative preference of
the vehicle is Bajaj, 16% of the Respondents alternative preference of the vehicle
is Yamaha, 4% of the respondents alternative preference of the vehicle is Honda.
CHART NO-22
CHART REGARDING THE RESPONDENTS ALTERNATIVE
PREFERENCE
05
10
15
20
25
30
35
40
45
50
Percentage
Particulars
Honda
Hero Honda
Bajaj
yamaha

TABLE NO. 23
TABLE SHOWING OVERALL PERFORMANCE OF THE VEHICLE
USED BY THE RESPONDENTS
Interpretation
The above table shows that 46% of the respondents feet that they are
highly satisfied with the overall performance.24% of the respondents feet that
satisfied, 20% of the respondents feet that moderate, 10% of the respondents
feel that they dis-satisfied.
Particulars
No. of
respondents
%
Highly satisfied
Satisfied
Moderate
Dissatisfied
60
31
26
13
46
24
20
10
Total
130
100
CHART NO -23
CHART REGARDING THE OVERALL PERFORMANCE OF THE

05
10
15
20
25
30
35
40
45
50
Particulars
Highly satisfied
Satisfied
Moderate
Dissatisfied
CHI - SQUIRE ANALYSIS
TEST - 1
RELATIONSHIP BETWEEN AGE AND TYPES OF MODEL
Age
group
Types of model
TVS
MAX R
100
TVS
Victor
TVS
Star city
TVS
Apache
Total
20-30 30-40 40-50 50-60
24
12
87
16
10
62
7
12
63
8522
55 36 25 14
Total
51
34
28
17
130
Null hypothesis (Ho)
There is no significant relationship between age and types of model.
Alternative hypothesis
There is significant difference between age and types of model
chi-square test (x2)=E(O-E)2/E
when
O = observed frequency
E = Expected frequency
Expected frequency is calculated as follows:
Row Total x Column Total
E=______________________
Grand total
Degree of freedom : (r-1) x (c-1)
where :
R – Number of Rows
C – Number of Columns
We can calculate value of chi-square test
Group
O
E
(O-E)
(O-E)2
(O-E)2
E
20-30 age group
Max R 100
Victor
Star city
Apache
30-40 age group
Max R 100
Victor
Star city
Apache
40-50 a
ge group
Max R 100
Victor
Star city
Apache
50-60 age group
Max R 100
Victor
Star city
Apache
24
16
78
12
10
12
286657232
22
14
12
7
14
985
10
6535432
22
-5
1
-2
14
-3
-2
0122
-2
00
44
25
141
16
940144400
0.1818 0.2857 2.0833 0.1428
0.2857
0.4111
2
1.8
0.4
0
0.2
1.3333
0.8
100
10.6237
The calculate the Vale of (X2) = E (O-E) / E
Therefore the degree of freedom
= (r-1) (c-1)
= (4-1) (4- 1)
= (3) (3)
=9
The table value of X2 is 9 degree of freedom at 5% level of significance is the
table value showing chi-square analysis
Calculated Value x2
10.6237
Degree of freedom
9
Level of significant
5%
Table Value
16.919
Result
Accept
Conclusion:
Since the calculated value is less than the table value and hypothesis is
proved so there is no significant relationship between age and types of model. All
the age group of people are satisfied regarding prefer the all the model of
vehicles.
TEST - 2
RELATIONSHIP BETWEEN LEVEL OF INCOME AND MODE OF
PURCHASE.
Income
level (per
month)
Mode of purchase
Loan
Cash
Total
3000-5000
5001-7000
7001-9000
9001 and
above
35 24 17 15
9
13
10
7
44 37 27 22
Total
91
39
130
Null hypothesis (Ho)
There is no significant relationship between level of income and mode of
purchase.
Alternative hypothesis
There is significant difference between level of income and mode of
purchase.

We can calculate value of chi-square test
Group
O
E
(O-E)
(O-E)2
(O-E)2
E
3000 - 5000
Loan
Cash
5001 - 7000
Loan
Cash
7001 - 9000
Loan
Cash
9000 and above
Loan
Cash
35
9
24
13
17
10
15
7
31
13
26
11
19
8
15
7
4
-4
-2
2
-2
200
16
16
444400
0.5161
1.2300
0.1538
0.3636
0.2105
0.5000
00
2.974

The calculate the Value of (X2) = E (O-E) / E
Therefore the degree of freedom
= (r-1) (c-1)
= (2-1) (4- 1)
= (1) (3)
=3
The table value of X2 is 9 degree of freedom at 5% level of significance is the
table value showing chi-square analysis
Calculated Value X2
2.974
Degree of freedom
3
Level of significant
5%
Table Value
7.81
Result
Accept
CONCLUSION
Since the calculated value is less than the table value and our hypothesis
is proved. So there is no significant relationship between income level and mode
of purchase. All the income level people are satisfied regarding mode of
purchase.

FINDINGS


Television.

moderate.


model.




offered by the company.

of vehicle is hero Honda.

performance of the vehicle.

SUGGESTIONS
1. The company should maintain the awareness among TVS vehicle users.
2. The company should have maintain the long riding and maintenance cost.
It reduce the cost and increase the mileage and pick-up.
3. The company should provide alternative media message.
4. Spare part should be made available of reasonable price.
5. Provide more stylish and comfortable the TVS vehicle.
6. Produce the vehicle at international standard and average technology.

CONCLUSION
This study was conducts in Coimbatore city with a broad objective of
consumer preference of two wheelers in TVS vehicle for this purpose. 130
customers were selected and obtained the various responses based on the
questionnaire method.
The data was collected and consolidated using simple percentage method,
and chi-square analysis, Graphic and charts, tables were used for representation
to achieve the objective of the study.
By and large it was found that most of the consumers are choose on TVS
vehicles because of its low maintenance cost, good model and good long riding
etc. It’s maintained in awareness of the vehicles and improving the satisfaction
level and advertisement.

BIBLIOGRAPHY
BOOKS
1. BALU.V,Dr(2001)
:
“MARKETING RESEARCH OF CONSUMER
BEHAVIOUR”2nd EDITION, SRI
VENKADESWARAN BUBLICATIONS.
2.KOTHARI. C.R (2003)
:
“RESEARCH METHODOLOGY” 2nd EDITION,
WISHAWAV PRAKASHAN.
3.PHILIP KOTLER(2003) :
“MARKETING MANAGEMENT”
MILLENNIUM EDITION PRENTICE TALL OF
INDIA PRIVATE LIMITED, 2001 10th EDITION.
4.PILLAI .R.S.N
AND
BHAGAVATHY
:
“MODERN MARKETING”
2nd EDITION SULTHAN CHAND
AND SONS.
WEB SITE:
www.tvsmotors.com

A STUDY ON CUSTOMER PREFERENCE OF TWO WHEELERS IN TVS
VEHICLE WITH SPECIAL REFERENCE TO PERIYAKULAM (TK)
QUESTIONARIE
1. Name
:
2. Address
:
3. Age
a). 20-30
b) 30 – 40 c) 40-50
d) 50-60.
4. Occupation
a. Private employee
b. Government employee
c. Business man
d. Students
e. Others.
5. Number of family members:
a) 1-2
b) 2-4
c) 4-6
d) 6 and above
6. Family income (Per month)
a) 3000 – 5000
b) 5001 – 7000
c) 7001 – 9000
d) 9000
and above
7.Which you preferred in TVS bike model
a) TVS MAX R100 b) TVS Victor
c) TVS Star city
d) TVS Apache.
8. State the mode of purchase:

a) Loan
b) Cash
c) Credit
d) Hypothecation
9. What is the mileage?
a) 50- 60
b) 60-70
c) 70-80
d) 80 and above
10. What is the media in which you have seen the advertisement of TVS (any
mode)
a) Television
b) Newspaper
c) Magazine
d) Banners
11. What is the maintenance cost (Per month)
a) 1000
b) 2000
c) 3000
d) 4000 and above.
12. For what purpose the vehicle is used?
a) Official b) Personal
13 How long you owned the vehicle
a) 0- 1 year b) 1-2 year c)2-3 year d) 3 year and above
14. What is your opinion about the gear system?
a) Excellent b) Good
c) Modification
d) Poor
15. State the reason for purchasing the mode?
a) Comfort b) Style
c) Mileage d) Advertisement
16. What do you feel about the cost of the vehicle?
a) High
b) Moderate
c) Low.
17. Did you get any warranty period?
a) Yes
b) No
18. If you use Bike, how many hours a day?

a) 0-1 hours b) 1-2 hours c) 2-3 hours d) More than 3 hours.
19. Are you satisfied with the spare parts available with local dealer?
a) Satisfied b) Dissatisfied
20. Are you satisfied with after sales and service?
a) Highly satisfied b) Satisfied c) Highly dissatisfied
d) Dis-satisfied.
21. What problem you come across while using the vehicle?
a) Starting trouble b) Pick up c) Mileage problem
d) Battery problem.
22. What is your opinion about the long riding of this vehicle?
a) Wonderful
b) Excellent
c) Good
d) Poor
23. Do you have any idea to change the vehicle?
a) Yes
b) No.
24. If yes, mention the brand
a) Honda
b) Hero Honda
c) Bajaj
d) Yamaha
25. How do you feel about the overall performance of this vehicle?
a) Highly satisfied b) Satisfied c) Moderate d) Dis-satisfied.
Consumer Preference of Tvs

Motorcycle
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CONSUMER PREFERENCE OF TVS MOTORCYCLE

A.SUKUMAR., M.Com., M.Phil., Coimbatore