MANAGEMENT RESEARCH PROJECT

A STUDY ON CONSUMER PREFERENCE OF TVS MOTORCYCLE

SUBMITTED TO:
Prof. YG SIVARAM
(MRP GUIDE)

SUBMITTED BY:
KANAV MALHOTRA
 ACKNOWLEGMENT

I would like to express my sincere gratitude to Prof. YG SIVARAM for his continuous support, guidance & timely
help.I am also thankful to the respondents of our questionnaire in for taking out the time to respond to the survey and
for sharing their opinions with me. Lastly, I sincerely thank to all my friends who have supported and helped me
directly or indirectly in making this project successful and meaningful.

EXECUTIVE SUMMARY
For the past three months I have been working on this project assigned to me as a part of fulfillment of the MBA
program. A study was carried out to know the consumer preference of TVS motorcycle. There was a specific
reason to choose TVS as the brand in my research as it is the one that is not very popular amongst consumers and
also internationally the organization does not operate on such a large scale. Primary data was collected through a
structured questionnaire from TVS customers in Aundh, Pune. According to the feedback provided by various
customers of the organization further interpretations and analysis were made using graphs and tables. The report
also throws a light on the automobile and 2-whellers sector in India. Finally at the end of the report suitable
recommendations and suggestions have been provided to make the study more comprehensive.

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. Markets can be classified in many
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

○ A customer is not dependent on us, we are dependent on him.

○ A Customer is not an interruption of our work. He is her purpose if it we are not doing a favour by giving
us the opportunity to do so.
○ A customer is not someone to argue or match with. Nobody ever won an argument with a customer.
○ A customer is a person who brings us his wants it is our job to handle them profitably to him and to
ourselves.

Today more companies are recognizing the importance of satisfying and retaining customer. Satisfied customer
constitutes 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

Brand goods are generally of good quality because brand owners try to maintain quality in order to secure stronger
market position. Since branded goods are produced on mass scale are readily available the customer not face and hard
ship in purchasing the products. Prices of branded goods are uniform thought out the country.

Brand
A brand is name, term symbol or design to identify the goods or service 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 all the assets that you build around a product to convert it into a head brand. After the entire
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 psychological, social and physical behavior of potential customer as they
became aware of evaluate purchase consumer and tell other people about products and services. If follows the buyer
from awareness through to post purchase evaluation. It includes communication purchasing, and consumption
behavior. Consumer behavior helps as to understand 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:

➢ Individual names.
➢ Blanket family names.
➢ Separate family names for all products.
➢ Corporate name combined with individual product names.

Once a company decides on its brands name strategy it faces the task of 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 that it may have to
reposition the brand because of changing customer preference or new competitors.

INTRODUCTION OF THE INDUSTRY

HISTORY

A motorcycle can be described as a bicycle or tricycle propelled by an internal-combustion engine (or, less often, by an
electric engine). The motors on bikes, 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.

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 within 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
centre 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 planned 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 turnover 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

India’s first 2 seater 50cc moped, TVS 50 in August 1980.Introduced 100cc indo – Japanese motorcycle in September
1984. Introduced first indigenous scooter (Sub – 100 cc variomatic scooters), TVS scooty in June 1994.First catalytic
converter enabled motor cycles, the 110 cc shogun in December 1996.Launched India’s first 5 speed motor
cycle the shaolin in October 1997. Launched TVS victor, 4 stoke 110 cc motor cycle, in august 2001. India’s first
indigenously designed and manufactured motor cycle. Launched TVS centra in January 2004, a world class 4 stoke
100 cc motor cycle with the revolutionary VT-I engines for best in-class mileage
Introduced TVS star in September 2004, a 100 cc motor cycle with is ideal for rough terrain

Acknowledged by the Japanese for quality

TVS motor company has been awarded the prestigious and converted Deming prize, institute by jose. TVS motors
was also awarded the prestigious TPM excellence award first category by Japanese institute of plant maintenance,
rated as the bench mark in TPM excellence in India.

Asian network for quality award 2004

TVS Scooty Pep won the prestigious outstanding design excellence award from business world and national institute of
design. Star of Asia award to Mr. Venu Srivasan , CMD TVS motor company by business week international. Venu
srinivasan, chairman and managing director, TVS motor company was honoured with doctorate in science by university
of warwick united kingdom.

Present condition of the company

• Largest automotive components manufacturing group in India.
• Joint venture with world leaders.
• Diversified in to customer durable, computer peripherals
• Two wheelers Sales turnover of Rs. 75000 crores.
 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 is 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 awareness about TVS vehicles among the vehicles users.
2. To find out the opinion of the respondents regarding TVS vehicles like cost price, mileage and 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 within 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 Aundh, Pune 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.

1. Simple Percentage Analysis

The percentage method is used for comparing certain feature. The collected data represented in the form of tables and
graphs in order to give effective visualization of comparison made.
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.

Where, o- Observed frequency

e-Expected frequency

Expected frequency is calculated as follows

Degree of freedom = (r-1) X(c-1)

Where,
r - Number of rows
c - Number of columns.
 FINDINGS AND ANALYSIS

TABLE NO.1
TABLE SHOWING AGE GROUP OF THE RESPONDENTS

Age No. of respondents

20-30 55
30-40 36
40-50 25
50-60 14
TOTAL 130

Interpretation
The above table shows 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, and 11% of the
respondents between the age 50-60.
 TABLE NO.2 Occupation No. of Respondents
Private Employee 75
TABLE SHOWING Government Employee 15
THE OCCUPATION Businessman 20
Student 10
OF THE
Others 10
RESPONDENTS TOTAL 130

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.
 TABLE NO.3
TABLE SHOWING THE NUMBER OF FAMILY MEMBERS

No. of Family Members No. of Respondents

1-2 10
2-4 65
4-6 50
6 and above 5
Total 130

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.
 TABLE NO.4
TABLE SHOWING THE MONTHLY INCOME OF THE RESPONDENTS.

Income No. of respondents

3000-5000 44
5001-7000 37
7001-9000 27
9000 above 22
Total 130

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.
 TABLE NO.5
TABLE SHOWING THE MOST PREFERRED MODEL OF
TVS BY THE RESPONDENTS

Model Name No. of respondents

TVS MAX R100 51
TVS victor 34
TVS star city 28
TVS apache 17

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
 TABLE NO.6
TABLE SHOWING THE MODE OF PURCHASE
BY THE RESPONDENTS

Mode of Purchase No. Of Respondents

Loan 91
Cash 39

Total 130

Interpretation
The above table shows that 70% of the respondents have resorted to loan, 30% of the respondents
have resorted to cash.
 TABLE NO.7
TABLE SHOWING THE TYPE OF MEDIA PREFERRED
BY THE RESPONDENTS.

Type of Media No. of Respondents

Television 58
Newspaper 38
Magazine 20
Banners 14
Total 130

Interpretation
The above table shows that about 45% of the respondents have seen the TVS vehicles are
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.
 TABLE NO.8
TABLE SHOWING THE MAINTENANCE COST
BY THE RESPONDENTS PER MONTH.

Maintenance cost per month No. of Respondents

1000 78
2000 32
3000 12
4000 and above 8
Total 130

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.
 TABLE NO.9
TABLE SHOWING THE PURPOSE OF THE VEHICLE
USED BY THE
Purpose of Vehicle No. of Respondents
RESPONDENTS.
Official 55
Personal 75
Total 130

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.
 TABLE NO.10
TABLE SHOWING THE USAGE OF THE
VEHICLE BY THE RESPONDENTS.

Duration of Usage No. of Respondents

0-1 years 17
1-2 years 26
2-3 years 36
3 years & above 51
Total 130

Interpretation
The above table shows that 39% of the respondents are using the vehicle 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.
 TABLE NO.11
TABLE SHOWING REASON FOR PURCHASE OF THE MODEL

Reason for the Purchase No. of respondents

Comfort 60
Style 28
Mileage 37
Advertisement 5
Total 130

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.
 TABLE NO.12
TABLE SHOWING THE COST OF VEHICLE

Cost of Vehicle No. of Respondents

High 37
Moderate 66
Low 27
Total 130

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.
 TABLE NO.13
TABLE SHOWING SPARE PARTS AVAILABILITY
WITH THE LOCAL DEALERS

Availability of spare parts No. of Respondents

with local dealers
Satisfied 105
Dissatisfied 25
Total 130

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.
 TABLE NO.14
TABLE SHOWING THE LEVEL OF SATISFACTION OF THE
RESPONDENT WITH AFTER SALES AND SERVICE.

Level of Satisfaction after No. of Respondents

Sales
Highly satisfied 73
Satisfied 39
Dissatisfied 11
Highly dissatisfied 7
TOTAL 130

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 dissatisfied.
 TABLE NO.15

TABLE SHOWING PROBLEM FACED BY THE RESPONDENTS.

Problems faced by the respondents No. of respondents

Starting trouble 26
Pick up 75
Mileage problem 35
Battery problem 0
Total 130

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.
 TABLE NO. 16
TABLE SHOWING THE RESPONDENTS
ALTERNATIVE PREFERENCE

Alternative Preference of Respondents No. of Respondents

Honda 5
Hero Honda 65
Bajaj 40
Yamaha 20
TOTAL 130

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.
 FINDINGS AT A GLANCE

○ 42% of the respondents are between the age group of 30-40.

○ 58% of the respondents are occupied in private employee.
○ 50% of the respondents have family members 2-4.
○ 34% of the respondents have a monthly income up to 3000-5000.
○ 39% of the respondents prefer TVS Max R 100.
○ 56% of the respondents have resorted to loan
○ 45% of the respondents are getting a mileage 50-60.
○ 45% of the respondents have seen the TVS Vehicles advertisement on Television.
○ 60% of the respondents are incurring maintenance cost of Rs. 1000.
○ 75% of the respondents are using the vehicle for personnel use.
○ 46% of the respondents feel that comfort is the reason for purchasing the model.
○ 81% of the respondents are satisfied with the spare parts availability.
○ 56% of the respondents people are highly satisfied with after sales service offered by the company.
○ 58% of the respondents are facing problem while pick-up.
○ 50% of the respondents alternative preference of vehicle alternative preference of vehicle is hero Honda.

CHI - SQUARE ANALYSIS

 TEST - 1
RELATIONSHIP BETWEEN AGE AND TYPES OF MODEL
Types of model
Age
group TVS TVS TVS TVS Total
MAX R Victor Star city Apache
100
20-30 24 16 7 8 55
30-40 12 10 12 5 36
40-50 8 6 6 2 25
50-60 7 2 3 2 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 24 22 2 4 0.1818
Victor 16 14 2 4 0.2857
Star city 7 12 -5 25 2.0833
Apache 8 7 1 1 0.1428

30-40 age group

Max R 100 12 14 -2 4 0.2857
Victor 10 9 1 1 0.4111
Star city 12 8 4 16 2
Apache 2 5 -3 9 1.8

40-50 age group

Max R 100 8 10 -2 4 0.4
Victor 6 6 0 0 0
Star city 6 5 1 1 0.2
Apache 5 3 2 4 1.3333

50-60 age group

Max R 100 7 5 2 4 0.8
Victor 2 4 -2 4 1
Star city 3 3 0 0 0
Apache 2 2 0 0 0

10.6273

The calculate the Value of (X) = E (O-E) / E 2

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 Accep
t

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.
LIMITATIONS OF THE STUDY
1. The sample primarily consists of TVS customers located in Aundh region in Pune. Therefore, the findings of this
study cannot be taken for final judgments.

2. The questionnaires were distributed as per convenience of researchers. (Convenience sampling). Therefore,
researcher is not sure of the extent to which sample represents the population size.

3. Respondents were not very keen on sharing information with the researchers and estimates have been made
on the basis of the most common responses across respondents.

4. Some respondent did not provided complete information and some questions were left blank even which
affected the analysis.

5. Since the data was collected manually, there might be possible errors in collection and tabulation.

6. The analysis is done on the basis of information provided by the questionnaires only.

7. Due to the Time constraints the sample size was relatively small and therefore it could be said that the sample
is not the true representative of the entire population.
 SUGGESTIONS

1. The company should spend more time on the designing of its bike models.
2. The company should focus on maintenance cost of its models which is relatively high.
3. It should also increase the mileage and pick-up of the bikes.
4. Spare parts should be made available of reasonable prices and number of service stations should be increased.
5. Provide more stylish and comfortable the TVS vehicle.
6. Produce the vehicle at international standard and average technology.
 CONCLUSION

This study was conducted in Aundh,Pune 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 and economy in riding.
TVS is also spreading awareness of its vehicles through advertising and improving the satisfaction
level by better after sale services made to the customers.
 BIBLIOGRAPHY

BOOKS

1. BALU.V, Dr (2001) : “MARKETING RESEARCH OF CONSUMER

BEHAVIOUR” 2nd EDITION, SRI
VENKADESWARAN PUBLICATIONS.

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 : “MODERN MARKETING”

BHAGAVATHY 2nd EDITION SULTHAN CHAND
AND SONS.

WEB SITE:

www.tvs motors.com
www.googlesearch.com
 ANNEXURES

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 TVS bike model would you prefer?

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) Other, please specify ____________

9. What is the mileage?

a) 50- 60 b) 60-70 c) 70-80 d) 80 and above

10. Through which media did you get informed about TVS bike?
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. State the reason for purchasing the mode?

a) Comfort b) Style c) Mileage d) Advertisement

15. What do you feel about the cost of the vehicle?

a) High b) Moderate c) Low.

16. Are you satisfied with after sales and service?

a) Highly satisfied b) Satisfied c) Highly dissatisfied d) Dis-satisfied.

17. What problem you come across while using the vehicle?
a) Starting trouble b) Pick up c) Mileage problem d) Battery problem.

18. Do you prefer any other brand over TVS bike?

a) Yes b) No.

19. If yes, mention the brand

a) Honda b) Hero Honda c) Bajaj d) Yamaha