A Study On Customer Satisfaction And Promotion Toward TVS Two Wheelers With Special Reference To TVS...

ACKNOWLEDGEMENT

I take this opportunity and privilege to express my deep sense of gratitude to Professor M.N.

Navale, Founder President, Dr. (Mrs.) S.M. Navale, Founder Secretary, the Sinhgad

Technical Education Society, Pune and Dr. M. S. Gaikwad, Principle SIT. They have

been a source of inspiration to me and I am indebted to them for initiating me in the field of

research.

I am deeply indebted to Faculty member, Prof: Rashmi Dhongade, my research guide

without whose help completion of the project was highly impossible.

I take this opportunity and privilege to articulate my deep sense of gratefulness to the TVS

MOTORS PVT LTD for their timely help and positive encouragement.

I wish to express a special thanks to all teaching and non-teaching staff members of Sinhgad

Institute of Technology, Lonavala For their continuous support. I would like to acknowledge

all my family members, relatives and friends for their help and encouragement.

Place: SIT LONAVALA

Date:

Thanks and Regards

IMRAN ISMAIL ATTAR

,

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LIST OF TABLE

2

Table

No

Title of the Table Page

No

4.1 Compare the demand of two wheeler between TVS motors and

competitors

24

4.2 Gender 25

4.3 Age Group 26

4.4 Marital Status 27

4.5 Education level 28

4.6 Occupation 29

4.7 Is TVS Vehicle your first Two-wheeler 30

4.8 Which TVS Two Wheeler vehicle do you have 31

4.9 Which of the following factors did you consider before buying 32

4.10 Are you satisfied with your vehicle mileage 33

4.11 What do you think rate customer service TVS Two Wheelers 34

4.12 How do you feel about company’s response towards customers 35

4.13 Did you receive the product on delivery time 36

4.14 Are you satisfied with after sales services provided by TVS 37

4.15 Did you take test-drive of the vehicle before buying 38

4.16 Are you satisfied with their usage of the Bike / Scooter 39

4.17 How do you rate the experience at the TVS showroom 40

4.18 Will you like to purchase a bike again from TVS in near future 41

4.19 Will you recommend TVS product to anybody 42

4.20 What was the source through which you decided to buy this vehicle 43

4.21 Which of the following promotional activities attracted you towards

buying this vehicle

44

4.22 Do you agree that sales promotional activities implemented by TVS

Motors are helpful for customers

45

4.23 Do you think there should be improvement or changes in such sales

Promotional activities

46

Table

No

Title of the Figure

Page

No

4.1 Compare the demand of two wheeler between TVS motors and

competitors

24

4.2 Gender 25

4.3 Age Group 26

4.4 Marital Status 27

4.5 Education level 28

4.6 Occupation 29

4.7 Is TVS Vehicle your first Two-wheeler 30

4.8 Which TVS Two Wheeler vehicle do you have 31

4.9 Which of the following factors did you consider before buying 32

4.10 Are you satisfied with your vehicle mileage 33

4.11 What do you think rate customer service TVS Two Wheelers 34

4.12 How do you feel about company’s response towards customers 35

4.13 Did you receive the product on delivery time 36

4.14 Are you satisfied with after sales services provided by TVS 37

4.15 Did you take test-drive of the vehicle before buying 38

4.16 Are you satisfied with their usage of the Bike / Scooter 39

4.17 How do you rate the experience at the TVS showroom 40

4.18 Will you like to purchase a bike again from TVS in near future 41

4.19 Will you recommend TVS product to anybody 42

4.20 What was the source through which you decided to buy this vehicle 43

4.21 Which of the following promotional activities attracted you towards

buying this vehicle

44

4.22 Do you agree that sales promotional activities implemented by TVS

Motors are helpful for customers

45

4.23 Do you think there should be improvement or changes in such sales

Promotional activities

46

LIST OF FIGURE

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EXECUTIVE SUMMARY

The project entitled “ A Study On Customer Satisfaction And Promotion Toward TVS

Two Wheelers With Special Reference To TVS Motors In Selected Areas Of Pune City ”

was done at PUNE. The project was done under TVS MOTOR COMPANY, TVS Motor

Company Limited, Jiwani Mansion, GAT No.2347/B/2/3,OPP.Talera Warehouse, Pune-

Nagar Road, Wagholi, Taluka-Haveli, Pune-412 207.This project was carried out under the

guidance of Prof: Rashmi Dhongade.

The project was aimed to “ A study On Customer Satisfaction And Promotion Toward

TVS Two Wheelers With Special Reference To TVS Motors In Selected Areas Of Pune

City ”. The project was undertaken to study on the customer satisfaction and effectiveness of

Sales Promotion Strategies individually and to evaluate their impact on the customer buying

preference towards the two wheelers of TVS Motor Company.

It includes mainly customer satisfaction on the services provided by the dealers, opinion of

the owners of Two Wheelers regarding its features like, mileage, price etc. and study the

customer satisfaction with usage of their TVS Two Wheelers.

Now coming to the initial weeks of the project was purely survey and collection of data from

many institutional customers, so as to get to know where exactly the product is standing in the

market currently, collection of the up-to –date data and material from numerous sources and

areas consumed considerable time and involved regular efforts.

The data collected from two sources such as Primary data and Secondary data. Primary data is

collected directly from each and every customer with the help of questionnaires and

unstructured interview. Secondary data was collected from various business newspapers,

websites journal and various magazines. Sample of 176 respondents chosen as a simple

random method.

The analysis of the data obtained had been done by using the Bar Diagrams, Pie chart and on

the basis of this at the end of the report a trail has been made to suggest certain steps that may

help the company in reducing the constraints and thereby it can help identify and increases or

enhance the customer satisfaction level.

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This research will be helpful to make decisions on which sales promotion tool should be given

more attention and which not. Depending on the research carried out the affectivity of each

and individual tool used by TVS Motor can be understood. The research also suggests that

there should be the continuous improvement and changes in the sales promotion strategies as

per the customer response. This will act as a tool for the company officials to know their

threats and opportunities in the market.

THE EXPECTATIONS OF THE COMPANY FROM THIS RESEARCH

ARE:-

1. To conduct a research on the affectivity of sales promotion tools.

2. To understand the customer response towards these sales promotion strategies.

3. To know if the customers are happy with the benefit they are getting through such sales

promotion strategies.

4. To also make a research on if the customers are getting a service of their requirement from

the dealers or not and

5. To conduct a research if the customers are given the benefits of these sales promotion

strategies properly or not(from the dealer’s desk).

The research is limited to the Pune City only. It only focuses on the sales promotion tools

being used by TVS Motor in Pune City so other factors like availability of vehicles at the

dealer’s place, easy payment options for buying, etc are not covered in this report.

The project is based on the date collected from latest customers of TVS Motor Company and

thereby analyzing and recording their views about present strategies adopted by company.

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According to Peter Drucker; the aim of marketing is to increase sales. By considering

enormous changes in the economic conditions of the world, it can be seen that every nation

tries to create or maintain competitive advantage for itself and with the help of the marketing

science, increase its enjoyment of the created or maintained competitive advantages. In this

respect organization with better communications with customer through utilization of

effective promotional methods along with acquiring better consumer understanding, have

been able to attract and maintain customer loyalty. The impact of sales promotional activities

is especially evident in industries with intense competition like Auto industry which includes

various two wheeler, three wheeler and four wheeler as well as commercial vehicle

manufacturers. These sales promotional activities can aid organizations in their endeavor to

acquire more shares of the market and maintain them. When new product is launched in the

market marketing department becomes active and tries to persuade consumers through

utilization of promotional tools into buying it, which in turn leads to increased sales volume,

Knowing about and utilizing sales promotional tools are necessary for all firms and

organizations determined to have sustainable and informed presence in today’s markets. In

this respect, evaluation of effectiveness of each one of these sales promotional tools helps

firms and organizations to plan for better utilization of them. In recent decades many firms

have allocated more than 70% of their market communications budget for promoting their

sales volume. Attracting and maintaining customers is one of the most important goals of an

organization. Which can help to achieve its ultimate goal of profitability.

THE IMPORTANCE AND NECESSITY OF THE RESEARCH:-

Sales promotional tools have been utilized as a set of tools to achieve marketing

communications goals for firm. They are pivotal elements in marketing planning. Besides

being utilized as tools for communication purposes with consumers they may be used as

competitive tools in an aggressive market. Sales promotion is a branch of marketing which

utilizes different motivational techniques for shaping and structuring programs related to

making actual sales to consumers, commerce to attract new customers and maintain loyal

customers and if an organization is interested in maintaining its present customers and

rewarding them for their continued relation with the organizations.

So with respect to the effective elements in utilizing a combination of promotional tools,

it is necessary that an organization be aware of degree of effectiveness of each these

tools. Sales promotional tools used by TVS Motors to increase its sales in Pune city are

studied under this research study.

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A market survey is a research technique used to gather consumer preferences and purchase

intent of a company's products and services within a geographical area. Market surveys are

extremely important because companies learn what their customers like and dislike about

their products and services. Primary research involves collecting original data about the

preferences, buying habits, groups, surveys, and field tests. Secondary research is based on

existing data from reference books, magazines and newspapers, industry publications. It

yields information about industry sales trends and growth rates, demographic profiles, and

regional business statistics.

Customer satisfaction is a concept that more and more companies are putting at the heart of

their strategy, but for this to be successful, they’re needs to be clarity about what customer

satisfaction means and what needs to happen to drive improvement.

1.1 TWO WHEELER AUTOMOTIVE INDUSTRY IN INDIA7

Indian two wheeler market is the world’s second largest Market (after China). Though

overall the two-wheeler industry saw a slowing trend, some manufactures reported strong

sales. Here’s a gift from the industry.

HERO MOTO CORP:- sold a total of 4, 87,545 units in July 2013, up by 0.7% from

4,84,217 units in July 2012. The company recently launched operations in Kenya, Burkina

Faso and Ivory Coast and proposes to commence operations in Peru in August 2013. The

company also announced an investment of Rs 152 Cr ($ 25 million) for a stake of 49.2% in its

US-based partner Erik Buell Racing.

HONDA MOTORCYCLE AND SCOOTER INDIA:- clocked a total of 2, 87,177

units in July 2013, and its highest monthly sales ever. Of this, motorcycle sales were 1, 47,635

units (up by 35%) and scooter sales were 1, 39,542 units (up by 8%). For April-July 2013,

motorcycle sales rose by nearly 24% while scooter sales were up by 9.6%. HMSI now

occupies the second position overall (domestic sales plus exports) and has a domestic market

share of 24%.

BAJAJ AUTO:- sold a total of 2, 46,828 motorcycles in July 2013, down by 20% from 3,

08,858 in July 2012. For April-July 2013, motorcycle sales fell to 11, 06,878 units, 14%

lower than 12, 91,481 units in the same period last year.

TVS MOTOR:- recorded total sales of 1, 46,671 units in July 2013, down by 7.1% from

1,57,954 units in July 2012. Within this, motorcycle sales were up by 8% to 57,886 units from

53,355 units, and scooter sales were down by 9.7% to 36,900 units from 40,895 units. Exports

grew to 20,140 units from 17,092 units in July 2012.

YAMAHA MOTOR INDIA:- reported a growth of 57% in sales during July 2013 as

compared to the corresponding period last year. The company sold 37,494 units in July 2013

as against 27,858 units sold in July last year in the domestic market thereby registering a

domestic sales growth of 35%. In the Export markets the company sold 20,657 units in July

2013 as compared to 9,135 units in the same month last year achieving a growth of 126%.

6. MAHINDRA AND MAHINDRA8

Founded in 1945 as a steel trading company, we entered automotive manufacturing in 1947 to bring the iconic Willys Jeep onto Indian roads. Over the years, we've diversified into many new businesses in order to better meet the needs of our customers. We follow a unique business model of creating empowered companies that enjoy the best of entrepreneurial independence and Group-wide synergies. This principle has led our growth into a US $16.2 billion multinational group with more than 155,000 employees in over 100 countries across.

Today, we operate in key industries that drive economic growth and cherish our leadership positions in tractors, utility vehicles, and information technology and vacation ownership. We also have great presence in aerospace, agribusiness, automotive, components, consulting services, defense, energy, financial services, industrial equipment, logistics, real estate, retail.

Our federated structure enables each business to chart its own future and simultaneously leverage synergies across the entire Group's competencies. In this way, the diversity of our expertise allows us to bring our customers the best in many fields.

7. SUZUKI MOTORCYCLE INDIA LIMITED

Is a subsidiary of Suzuki Motor Corporation, Japan where in we are having the same manufacturing

philosophy of VALUE PACKED PRODUCTS right from the inception. SMIL will be manufacturing

two wheelers best suited for the valuable Indian customers covering all segments. Suzuki offers

scooters bikes and super bikes to its customers in india. Scooters include Suzuki swish and Suzuki

access 125 which are doing exceptionally well in the market. bikes include GS150R,HAYATE and

SLINGSHOT PLUS.A super bike segment of Suzuki contain GSX-R1000,GSX-

R1000Z,HAYABUSA ,BANDIT 1250SA,INTRUDER M1800,INTRUDER M 800.

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OVERALL SCENARIO:- Indian two wheeler industries saw a slight growth of 1.04%

during the April-May period of 2013 compared against the same period of 2012. A total of

2,374,253 units were sold during.

During the period as 2,349,814 units were sold in April-May 2012.

OVERALL MARKET SHARE OF TWO WHEELER MANUFACTURERS

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Now if we concentrated on type wise segmentation of two wheelers sales volume can be

compared as- For Motorcycles

MARKET SHARE OF VARIOUS TWO WHEELER MANUFACTURERS

FOR MOTORCYCLES IS:-

For Scooters the facts are as follows – Sales Volume

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SALES VOLUME CHANGE COMPANY WISE IN APRIL-MAY 2012-13 AND APRIL-MAY 2013-14

MARKET SHARE OF SCOOTER SEGMENT:-

1.2 CONCEPT OF STUDY

The research is concentrated on To Check The Satisfaction Level of Customers Toward TVS

Motors And studying the effectiveness of Sales Promotion Strategies used by TVS motors

with reference to Pune City. The Research was carried out from “16th of May 2013 to 15th July

2013 under TVS Motors. During this period Summer Internship Program was completed for

partial fulfillment of MASTER OF BUSINESS ADMINISTRATION through Sinhgad

Institute of Technology, Kusgoan (Bk), Lonavala, Pune. The Summer Internship Program was

started with a leakage analysis of the customers visited TVS’s authorized distributor during

the period of March 2013 to June 2013.It was followed by prelaunch activities of SARAN

TVS which was going to be inaugurated on 18th of August. During this prelaunch activity

various sales promotion activities like pamphlet distributions, Presentations at various 11 th,12th

tuition classes or IITJEE, AIEEE COACHING CENTRES were done to make students aware

about the Special marks multiplier schemes and offers for 10 th,11th,12th students. The

pamphlets were of SARAN TVS and of various vehicles of TVS and of special marks

multiplier schemes. Prelaunch activity also included all vehicle rallies being conducted in the

NEW SANGVI, PUNE. To make the people in the vicinity aware about the new TVS outlet

starting near their residence. After the launch it was a time for Apache’s Sales Promotion

event which was arranged to celebrate the sale of 1 million TVS Apache. The event was

arranged by Event Management Company which was conducted at Amanora Town Center

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shopping Mall which is favorite destination for most of the crowd of Pune City. The event

was named as “1 million Apache Celebrations on 2nd June 2013”.This event featured “RLA’s

Live in concert “ and ‘Apache PRO PERFORMERS live in action who were performing

stunts on Apache bikes. This event was targeted was towards the people visiting mall and the

day was selected as it was a Sunday. According to Mall authorities Sunday is the day when

maximum no. of people comes to mall to shop or to eat or to watch a movie. After this event

the remaining summer internship program was carried out at a ‘Loan and Exchange Mela

’which as carried out under BALAJI AUTOMOTIVE (A multi brand service center) at Left

Bhusari Colony, Kothrud. This event was most successful among the all because it attracted

most know of customers. In this event the customers were not only given a chance to

exchange their old vehicles with the new one from TVS but catered with various promotional

schemes like marks multiplier scheme as mentioned above, promotional loan schemes

specially made for loan and exchange mela by TVS CREDIT SERVICES LTD (A VEHICLE

FINANCE FIRM OF TVS GROUP).The people were also getting various benefits like free

petrol tank offer on Sunday booking,

Discount on accessories for cash customers, etc. Primary data required to study of the check

the existing customer satisfaction level and effectiveness of Sales promotion strategies was

collected through well structured questionnaire which was filled by sample space of 176

customers (sample units) who bought a TVS vehicle from different three locations as Century

TVS Bhandarkar Road/Wakdewadi, SARAN TVS New Sangvi and Loan and Exchange Mela

at Kothrud.

SOME OF SALES PROMOTION STRATEGIES ARE AS BELOW:-

1. Pamphlet of marks multiplier scheme.

2. Passes of Apache celebration event at Amanora.

3. Pro performers performing at Apache’s Event at Amanora Town Center

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4. Free gift (A folder for documents to 10th,11th And 12th students attending

presentations at coaching classes or booking a vehicle)

5. TVS all vehicle rally

1.3 STATEMENT OF PROBLEM

Though the Two wheeler automotive sector is going to be among the fastest growing sector in

India but as the recent trend shows the sales of almost all the two wheeler manufacturers had

declined in 2012-13. In such situation one has to take into account the spending of these

manufacturers for their marketing activities. In the declining phase of the industry if TVS or

any other market leader in this sector has to increase the sale they have to use various

innovative sales promotion tools to push their product to the customer. The cost of sales

promotion is as high as 70% as the marketing communication budget of the company.

So in this context the effectively of various sales promotional tools has to be evaluated as the

results will enable the company to take crucial decisions of spending on different sales

promotional tools as per their affectivity. This research can be helpful to also decide about

when and where, which sales promotional tool will be helpful to boost the sales of a company.

Also check the satisfaction level of customer. They are also satisfied with our product or not.

About services provided by company/deller and about the quality of product as well as

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performance of product. Mileage of product or consider all features of product. To proper

evaluate.

1.4 OBJECTIVE OF THE STUDY

To know about the sales & promotional strategies implemented by TVS MOTORS In

Pune City.

To compare the demand of Two Wheeler Between TVS Motors and Competitors.

To study the Customer Satisfaction Level after Sales.

1.5 SCOPE OF STUDY

Research also analyses if the customer feels that the sales promotional activities by

TVS motors are helpful to them.

It focuses on importance of various sales promotion activities towards the sale of

Company.

Helpful for company to developed of strategy.

Further researcher can use this Data ( Primary DATA).

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1.6 LIMITATION

Research is limited to the PUNE city only so it can or cannot be helpful to decide upon

the promotion decisions for other regions.

Time constraint for the research was 2 months.

Only current customers of TVS were taken as sample units , so research is concentrated

on their perceptions after availing services.

Sometimes the customers were so busy in buying process that they were not so serious

about filling the questionnaire.

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Type Public

Traded as BSE: 532343 , NSE: TVSMOTOR

Industry Automotive

Predecessor(s) • Sundaram - Clayton Limited Moped Division

• India Motor Cycles Limited

• TVS - Suzuki Limited

Founded 1978

Founder(s) Sundaram

Headquarters Chennai, India

Number of locations 3 two wheeler and 1 three wheeler plants

Key people Venu Srinivasan

(Chairman & MD)

Products Motorcycles, scooters, three-wheeler vehicles

Revenue Rs.74.34 billion (US$1.2 billion) (2012)

Profit Rs.13.2 billion (US$210 million) (2012)

Parent Sundaram - Clayton Limited

Website www.tvsmotor.in

http://www.tvsmotor.in/

Motor Company Limited, which is part of TVS Group, manufactures motorcycles, scooters,

mopeds and auto rickshaws in India.

TVS IN BRIEF:-

TVS Motor Company is the third largest two-wheeler manufacturer in India and one among

the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and

is the flagship company of the USD 4 billion TVS Group.

A Bike For Any one.

TVS motor currently manufactures a wide range of two wheelers from mopeds to racing

inspired motorcycles.

Motorcycles:- (Apache Series RTR, Phoenix 125, MAX 4R, Star City, Sport)

Variomatic Scooters:- (Jupiter, Wego, Scooty Streak, Scooty Pep+,)

Mopeds:- (TVS XL Super, TVS XL SUPER Heavy Duty)

PENCHANT:- The company has 4 plants - located at Hosur and Mysore in South India, in

Himachal Pradesh, North India and one at Indonesia. The company has a production capacity

of 2.5 million units a year.

INNOVATION AT THE HELM:-

TVS Motor's strength lies in design and development of new products – the latest launch of 7

products on the same day seen as a first in automotive history. We at TVS deliver total

customer satisfaction by anticipating customer need and presenting quality vehicles at the

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right time and at the right price. The customer and his ever changing need is our continuous

source of inspiration.

HERITAGE:- TVS Group – 100 years young

The TVS Group has always been inspired by a century long mission and vision of its own

destiny. It is not just a business but a way of doing business. Which Sets TVS Apart from

other. Back in 1911, to the founder of the company, the ordinary ambitions of a bus fleet

operator or a vehicle servicing business would not suffice. Rather, he wanted to create an

enduring business led by a family of likeminded.

AWARDS:- Most Trusted Brand

TVS is India’s most trusted brand in the TWO wheeler category.

Source: economic Ties most trusted brand.

CII ITC SUSTAINABILITY AWARDS 2012:-

TVS Motor Company Ltd is a winner of the CII ITC Sustainability Awards 2012, Certificate

of Commendation for Significant Achievement.

EXPORT:-

TVS Motor Company has been awarded 'Star Performer - Silver Shield' in two/three wheelers

category, by EEPC India, for excellent export performance for year 2007-08.

LEADERSHIP:-

Star of Asia Award to Mr. Venu Srinivasan. CMID TVS Motors Company by Business Week

International.

He was also honored with Doctorate in science by university of warwick, united Kingdom.

Mr. Venu Srinivasan was conferred with the prestigious JRD TATA corporate Leadership

Award for the year 2004.

ENGINEERING:-

The Deming Prize – TVS Motors Company is the only two-wheeler companyin yhe world to

be awarded the world most prestigious and coverd recognition in total quality management.

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Technology award 2002 from Minisrty of science, Government of india for thesuccessful

commercialization of indigenous technology for TVS Victor

CURRENT TRENDS IN TVS

India is highly populous country with the huge middle class population .Two Wheelers

Are becoming a most common mode of transport for middle classes.

BUSINESS OUTLOOK AND OVERVIEW OF TVS MOTOR

The uncertainty witnessed in 2012-13 is likely to continue during 2013-14. Global economy

showed no signs of recovery during 2012-13 and is expected to be more uncertain. This may

result in volatile crude and commodity prices and fluctuations in foreign exchange rates. In

domestic economy, continued inflationary pressures, lower private consumption and high

interest rates are likely to affect sentiments. The two wheeler industry growth is also

consequently.

COMPANY PERFORMANCE

The Company's overall two wheeler sales declined by 7% mainly due to overall sluggish

performance of the industry. Mopeds grew at 1.9% while motorcycles declined by 10.5% and

scooters by 15%. Three wheeler sales of the Company increased by 22.3% from 0.40 lakh in

2011-12 to 0.49 lakh in 2012-13. Sales of spare parts grew by 6.5%. Economic Times

conducts an annual survey to select most trusted brands across categories, based on attributes

of Quality, reputation, pride and recommendation among others. The Company was awarded

with the coveted title of "India's most trusted brand in the 2W category for the year 2012"

and the Company was also conferred "CII-ITC Sustainability award for 2012" by the

President of India.

The Company's total revenue including other income marginally fell from Rs.7, 163.23 Cr in

the previous year to Rs.7, 088.84 Cr in the current year 2012-13. The Profit before tax (PBT)

(before

Exceptional and extraordinary items) for the year 2012-13 wasRs.254.42 Cr compared to

Rs.316.46 Cr achieved in the previous year. Similarly Profit after Tax (PAT) for the year

2012-13 was Rs.116.02 Cr compared to Rs.249.07 Cr achieved in the previous year, after

considering the extraordinary and exceptional item

TWO WHEELER OPERATIONS DOMESTIC19

The Company's sales declined by 4.9% in the domestic market. In motorcycle category, the

decline was higher at 8%. This was due to the absence in Executive Segment for a greater part

of the year, which will be addressed by the recently launched TVS Phoenix 125. Category

shift from motorcycles to scooters continued in 2012-13 also, bringing more male buyers into

the category. The shift in the scooter consumer preferences towards bigger scooters resulted

in drop of TVS Scooty sales.

Consolidation of TVS Wego will address this issue. Overall sales of scooters in the domestic

market declined by 13.1%. Mopeds grew by 2.7% despite weak macro economy and deficit

monsoon affecting the rural economy. The Company's products are distributed by network of

authorized dealers across India. The Company has strong distribution network in the 2W

industry and it continuously seeks to increase its distribution reach.

EXPORTS

The Company's two wheeler exports declined by 22.1% in 2012-13 due to demand

contraction and trade barriers created in some major export markets. The scenario however is

expected to improve during 2013-14.

TIE UP WITH BMW MOTORRAD

The Company entered into a long-term 'cooperation agreement' with BMW Motored,

Germany. This agreement inter alia is to source technological know-how for jointly

developing and producing high-end motorcycles that will cater to the segment below 500 cc.

Both the Companies intend to leverage each other's strengths to deliver a new series of

products offering cutting edge technology to the customers.

THREE WHEELER OPERATIONS

Domestic sales of three wheelers increased by 8.1%. TVS three wheeler exports grew by

30.2% during 2012-13.

OPPORTUNITIES AND THREATS

Long term prospects for 2W industry continue to be attractive. The favorable demographic

profile, low penetration of 2W, the rising income of the Indian middle class, significant

portion of Indian population having no or limited access to decent

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transportation infrastructure and congestion in large cities work in favor of Indian 2W

industry.

Preference of owning a personal transport has gone up over the last few years. These trends

are expected to continue in the medium to long term, though 2013-14 may suffer due to weak

economic growth. With launch of Phoenix in the executive segment, the Company will have

presence in all segments of Two Wheeler industry. To address the growing need of scooter

usage by men, the Company will be launching a new scooter in the coming year. This new

launch would further

significantly strengthen the Company's presence in the scooter segment.

The Company will continue to leverage its in-house retail finance arm to contribute to growth

and increase the retail finance penetration.

CORPORATE SOCIAL RESPONSIBILITY

Srinivasan Services Trust (SST), co-sponsored by the with the vision of building self-reliant

rural community, was established in 1996. Over 17 years of service, SST has played a pivotal

role in changing lives of people in rural India by creating self-reliant communities that are

models of sustainable development. At present, SST is working in 1,124 villages spread

across Tamil Nadu, Karnataka, Maharashtra, Himachal Pradesh and Andhra Pradesh. Its

major focus areas are: Economic development, Health, Education, Environment.

INFRASTRUCTURE ITS SIGNIFICANT ACHIEVEMENTS ARE:-

• Through partnership with the community, helped to form over 3,744 self Help Groups

(SHG)

• 100% enrolment of children in schools achieved and over 48,237 adult women made literate.

• Proper solid and liquid waste management practices adopted in 1,068 villages.

• Over 1,75,205 hectares of degraded forests reforested and 10,766 hectares of dry lands

covered by watershed development activities.

• Over 57,010 families have taken up income generation activities. They earn an additional

income from Rs.2, 500/- to Rs.5, 000/- per month.

• SHG members have a group savings of Rs.16.57 Cr,

• Over 1, 05,099 families living in these villages have a monthly income around Rs.12, 000/-

per family.

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WHAT IS RESEARCH?

Research can be defined as, “Logical and Systematized application of the fundamentals of

science to the general and overall questions of a study and scientific techniques which provide

precise tools, specific procedures and technical, rather than philosophical means for getting

and ordering the data prior to their logics and manipulation.”

According to Redman and more “research is systematized effort to gain knowledge.”

According to Robert Ross, “Research is essentially an investigation, a recording and

analysis of evidence for the purpose of gaining knowledge.”

WHAT IS MARKETING RESEARCH?

Marketing Research is defined as the objective and formal process of systematically

obtaining, analyzing and interpreting data for actionable decision making in Marketing.

ACCORDING TO AMERICAN MARKETING ASSOCIATION

“Marketing Research is the function which links the consumer, customer and public to the

marketer through information – information used to identify and define marketing

opportunities and problems ; generate ,refine and evaluate marketing actions ; monitor

marketing performance ;and improve understanding of market as process.”

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TYPES OF RESEARCH:-

1. Exploratory Research

2. Descriptive Research and

3. Causal Research

RESEARCH DESIGN USED IN THIS PROJECT:-

Descriptive Research design is followed in this project. This is typically concerned with

Determining the frequency with which something occurs or how two variables vary

Together .Besides these, it helps to describe the characteristics of certain groups, to

Estimate the proportion of people in a specified population, to make specific predictions And

to determine whether certain variables are associated.

DESCRIPTIVE RESEARCH STUDIES CAN BE DIVIDED INTO TWO

BROAD CATEGORIES:-

cross-sectional and longitudinal.

This research is a cross sectional descriptive research. Cross sectional Research is concerned

with a sample of elements from a given population. Also it is a Survey Research type of

cross sectional studies.

SOURCES OF DATA COLLECTION:-

PRIMARY DATA:- Through Questionnaires

SECONDARY DATA:- Through official website of TVS Motors

Books of Marketing Research

Some Research Papers and some other Websites.

SAMPLE SIZE:- 176 Respondents SAMPLING UNIT – Customers who most

recently bought TVS Motor’s two wheeler automotive vehicle.

QUESTIONNAIRE DESIGN:-

23

Structured Undisguised questionnaire was used in the study for the purpose of data

Collection .Both close-end and open-end questions are used in this questionnaire because

The statement of alternatives in the close –end questions allows the respondent in

Recalling and formulating the answer and in the open –end questions the respondents has

Got the freedom to express his views in his own words pertaining to any aspect of the

Issue raised.

RESEARCH AREA:-

The Survey was carried out by interviewing customers who bought TVS’s vehicle from

following three places

Century TVS, Bhandarkar Road/Wakdewadi (Authorized distributor)

SARAN TVS, New Sangvi, Pune(ASC Sub dealer under TVS motors)

Loan and exchange mela of TVS at BALAJI Automobile-a multi brand service center

for two wheelers at left Bhusari Colony, Kothrud, Pune.

Compare the demand of two wheeler between TVS Motors and

competitors.

Figure No. 4.1

TVS HERO HONDA BAJAJ YAMAHA OTHER0

500

1000

1500

2000

2500

3000

3500

4000

PCMCPMC

Table No. 4.1

24

TVS HERO HONDA BAJAJ YAMAHA OTHER Total

PMC 800 2000 2400 1600 800 400 8000

PCMC 400 1000 1200 800 400 200 4000

Interpretation:-

Maximum Market share occupied by HONDA After HERO After BAJAJ And Equal Share

Occupied by TVS & YAMAHA , Remain Others. Limited to Pune City.

Gender

Figure No. 4.2

Total Respondent-176

59%

41%

GENDER

MaleFemale

25

Table No. 4.2

Male Female Total

104 72 176

Interpretation:-

Out of the total sample size (176), 72 sample units were females where 104 were males.

Marital Status

Figure N0. 4.3


36%

64%

Marital Status

SingleMarried

26

Table No. 4.3

Single

Marrie

d Total

64 112 176

Interpretation:-

Out of the total sample size (176), 64 sample units were single where 104 were married.

Education level

Figure No. 4.4


15%

70%

15%

EDUCATION LEVEL

InterGraduation Post Graduation

27

Table No. 4.4

InterGraduatio

nPost Graduation Total

26 124 26 176

Interpretation:-

Out of the total sample size (176), 15% sample units were pass inter & graduation And 70% Pass

Post Graduation

.

Occupation

Figure No. 4.5


28

23%

73%

4%

OCCUPATION

StudentWorkingNot Working

Table No. 4.5

Studen

t

Workin

g Not Working

Tota

l

40 129 7 176

Interpretation:-

From the above table shows that the respondents of the occupation are mostly

employees ( working ) numbered 129, student numbering 40 , and not working people 7.

Age Group

Figure No. 4.6


29

18-24 25-34 35-44 45 Above0

10

20

30

40

50

60

70

Table No. 4.6

Age

Group

No

People

18-24 57

25-34 62

35-44 43

45 Above 14

Total 176

Interpretation:-

From the above table shows that the respondents of the age group of years above 45 i.e. The

maximum number of respondent 62 in group 25-34, after 57 in group 18-24 And Second last

respondent group in 35-44 number of respondent 43, last group of respondent is 45 Above

Size is 14 respondent.

Q 1. Is TVS Vehicle your first Two-wheeler?

30

Figure No. 4.7

80%

20%


YesNo

Table No. 4.7

Yes No Total

141 35 176

Interpretation:-

The total client is 176. 80% client in new customer of TVS and remaining 20% is existing

customer of TVS.

Q 2. Which TVS Two Wheeler vehicle do you have?

Figure No. 4.8

31

7%5%

1%5%

42%7%

31%

2%


Apache RTR Phoenix Star Sport WegoStreak-Refresh Scooty Pep+Heavey Duty XL

Table No. 4.8

Apache RTR

Phoenix

Star

Sport

Wego

Streak-Refresh

Scooty Pep+

Heavy Duty XL

Total

Interpretation:-

Above question shows the no. Of sample units who own various vehicles of TVS motors.

Q 3. Which of the following factors did you consider before buying?

Figure No. 4.9

32

15%

15%

1%1%

26%

28%

13%


ColourCostEase Of MaintenanceGood FeaturesGood MileagePowerLook & Style

Table No. 4.9

Color 27

Cost 27

Ease Of Maintenance 2

Good Features 2

Good Mileage 46

Power 49

Look & Style 23

Total 176

Interpretation:-

The above graph shows the number of what features you consider while you purchase in the

total persons Good mileage by 46, and Cost by 27 and Ease of maintenance by 2, Look and

Style by 23, Good features by 2, and Power by 49.

Q 4. Are you satisfied with your vehicle mileage?

Figure No. 4.10

33

20%

52%

15%

9%5%


Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied DissatisfiedHighly Dissatisfied

Table No. 4.10

Highly Satisfied 35

Satisfied 91

Neither Satisfied Nor

Dissatisfied 26

Dissatisfied 15

Highly Dissatisfied 9

Total 176

Interpretation:

The above graph shows the number of people who satisfied with mileage of the

vehicle in the total respondents response given by persons.

Q 5. What do you think rate customer service TVS Two Wheelers?

34

Figure No. 4.11

22%

29%31%

9% 9%


Very GoodGoodAveragePoorVery Poor

Table No. 4.11

Very Good 39

Good 51

Average 54

Poor 16

Very Poor 16

Total 176

Interpretation:-

The above graph shows the Maximum number of customer who average satisfied with

customer services of the TVS vehicle in the total respondent’s response given by customer

and remaining satisfaction level shows by graph.

Q 6. How do you feel about company’s response towards customers?

Figure No. 4.12

35

18%

26%

30%

13%

14%


Very GoodGoodAveragePoorVery Poor

Table No. 4.12

Very Good 31

Good 45

Average 53

Poor 23

Very Poor 24

Total 176

Interpretation:-

The above graph shows the number of response of company towards the customers from the

total number of 176 people. Very good 31, Average 53, Poor 23 and very poor are 24.

Q 7. Did you receive the product on delivery time?

36

Figure No. 4.13

90%

10%


YesNo

Table No. 4.13

Yes No Total

159 17 176

Interpretation:-

The above graph shows the number of customers who receive the product on delivery

time is yes by 159 customers and no by 17 customers.

Q 8. Are you satisfied with after sales services provided by TVS?

37

Figure No. 4.14

17%

54%

16%

8%5%



Table No. 4.14

Highly Satisfied 30

Satisfied 95

Neither Satisfied Nor Dissatisfied 28

Dissatisfied 14


Total 176

Interpretation:-

The number of customers who satisfy/not satisfied with the after sales service of the

company from a number of 176 customers. Highly satisfied 30, Satisfied 95, Neither Satisfied

Nor Dissatisfied 28, Dissatisfied 14 and Highly Dissatisfied 09.

Q 9. Did you take test-drive of the vehicle before buying?

Figure No. 4.15

38

80%

20%


YesNo

Table No. 4.15

Yes No Total

140 36 176

Interpretation:-

The above graph shows the number of customers who were offered test drive for the

product is yes by 140 customers and no by 36 customers.

Q 10. Are you satisfied with usage of your Bike / Scooter?

39

Figure No. 4.16

18%

53%

16%

9%4%



Table No. 4.16

Highly Satisfied 31

Satisfied 94

Neither Satisfied Nor Dissatisfied 29

Dissatisfied 15


Total 176

Interpretation:-

The above table shows that the respondents who satisfied with dealer’s performance is

Satisfied 94, Highly Satisfied 31, Neither Satisfied Nor Dissatisfied 29, Dissatisfied 15 And

Highly Dissatisfied 7.

Q 11. How do you rate the experience at the TVS showroom?

40

Figure No. 4.17

79%

21%


SatisfiedNot satisfied

Table No. 4.17

Satisfie

d Not satisfied Total

139 37 176

Interpretation:-

The above graph shows the consumer’s experience at show room the number of customers

who feel satisfied is 139 and who feels not satisfied is 37.

Q 12. Will you like to purchase a bike again from TVS in near future?

41

Figure No. 4.18

66%

12%

22%


DefinitelyDefinitely NotMight be

Table No. 4.18

Definitely 116

Definitely Not 21

Might be 39

Total 176

Interpretation:-

The above table shows that 66% of the customers are definitely repeat purchase, 22% of the

customers might be have repeats the purchase and 12% of the customers definitely not

purchase.

Q 13. Will you recommend TVS product to anybody?

42

Figure No. 4.19

72%

28%


YesNo

Table No. 4.19

Yes No Total

126 50 176

Interpretation:-

The above graph shows the number of people who recommend TVS Two Wheelers in

the total persons yes by 126 and No by 50.

Q 14. What was the source through which you decided to buy this vehicle?

43

Figure No. 4.20

48%

13%

27%

13%

Suggestion by relative or friendsAdvertisement in TV/news-paper/magazineSales promotional activitiesPast experience with TVS'S ve-hicle

Table No. 4.20

Suggestion by relative or friends 84

Advertisement in

TV/newspaper/magazine22

Sales promotional activities 48

Past experience with TVS'S vehicle 22

Total 176

Interpretation:-

Among all Suggestion by relative or friends attracted 84 out of 176 customers towards buying

the vehicle while 48 of 176 were attracted by sales promotional activities and 22 were

attracted by Advertisement in TV/newspaper/magazine/ Past experience with TVS'S vehicle.

Q 15. Which of the following promotional activities attracted you towards

buying this vehicle?

44

Figure No. 4.21

9%

23%

28%11%

29%


Apache's sales promotion event at AMANORA TOWN CENTERSpecial marks multiplier scheme for 10th, 11th, and 12th stu-dentsFree insurance for 1 year on every scooterTVS vehicle rally and pamphletLoan and exchange mela

Table No. 4.21

Apache's sales promotion event at AMANORA TOWN CENTER 16

Special marks multiplier scheme for 10th, 11th, and 12th students 40

Free insurance for 1 year on every scooter 49

TVS vehicle rally and pamphlet 20

Loan and exchange mela 51

Total 176

Interpretation:-

Customers towards buying the vehicle while 16 of 176 were attracted by apache’s sales

promotional event the featured a live in concert from rla and live performers of among all

loan and exchange mela attracted 51 out of 176 stunts. However 40,49 and 20 were attracted

by marks multiplier scheme ,free insurance and TVS all vehicle rally and pamphlet

distribution.

Q 16. Do you agree that sales promotional activities implemented by TVS

Motors are helpful for customers?

45

Figure No. 4.22

23%

31%24%

16% 6%


Strongly agreeAgreeNeutralDisagreeStrongly disagree

Table No. 4.22

Strongly agree 41

Agree 54

Neutral 42

Disagree 28

Strongly disagree 11

Total 176

Interpretation:-

Among all activities implemented by TVS in Pune city 54 out of 176 respondents say agree,

42 say neutral, 41 say strongly agree And 28 & 11 respondent say Disagree & Strongly

disagree.

Q 17. Do you think there should be improvement or changes in such sales

Promotional activities?46

Figure No. 4.23

21%

79%


YesNo

Table No. 4.23

Yes No Total

37 139 176

Interpretation:-

37 out of 176 respondents think that there should be improvement or some changes in these

kind of sales promotional activities in order to get the more benefits out of it or may be due to

some unacceptable circumstances happened with them while taking benefits of such activities

earlier. However 139 out of 176 say there is no need of any changes or improvements as they

are satisfied with the current benefits.

FINDINGS

47

1. TVS enjoys a high patronage from its customers.

2. Most of the customers had a good experience of shopping at TVS.

3. The satisfaction levels can also measured with the level of recommendations to friends

and associates; It is evident that more than 80% customers are satisfied with the service

offered at TVS

4. The probability that the customers would repeat that purchase at the same showroom is

high, which is a good sign.

5. It has been observed that 10% of customers have reported a slack in the delivery

process.

6. 42% of total respondents were owning TVS WEGO,31% scooty pep+ and 7% scooty

streak, from this we can clearly say that TVS Motor has a command on scooter segment but

the same time the sample units owning phoenix were only 5% and Star City, Sport were 1%

and 5% respectively.

7. 80% of the respondents say this is their first TVS TWO wheeler, so expectations of

these customers can be taken into account for future developments.

8. Various sales promotional activities was the source through which Maximum of the

customers decided to buy the TVS vehicle.

9. According to ratings given by customers as which of the sales promotional tool will

create most impact on consumer’s buying preference towards two wheeler vehicle, highest is

LOAN AND EXCHANGE MELA followed by FREE INSURANCE FOR 1 YEAR,

SPECIAL MARKS MULTIPLIER SCHEME, TVS’S ALL VEHICLE RALLY AND

APACHE’S SALES PROMOTION EVENT AT AMANORA TOWN CENTER respectively.

10. 79% of customers say there should be changes or improvement in sales promotional

activities.

SUGGESTIONS

48

The overall sales satisfaction index from the study reveals that the company is

performing very well and customers buying are much satisfied with the service given to them.

The only couple problem noticed are:

1. Some of the customers have complained about the slack in the delivery process and

timings. Therefore, this is the area which I recommend to the showroom to focus a little bit

more. It needs to improve its delivery process and time. Need to become little quick and fast.

2. Some of the customers have also complained about the after purchase services provided

by the showroom. Even though the complaints are minor, the showroom needs to resolve the

customer after purchase service issues in order to achieve customer satisfaction.

3. The maximum sale of TVS constitute of scooters so it is quite obvious that the

motorcycles are lagging behind some or other way, so various sales promotional activities

should be implemented to boost the sale of products like PHOENIX 125.

4. needs to develop motorcycles with better features to compete the leaders in market like

Discover 100T,125ST,Shine,Pulsar,etc.

5. As shown by the research LOAN AND EXCHANGE MELAS were the most successful

to attract the customer, so in order to increase the effectiveness of another sales promotional

tools.

6. After implementing the promotional strategies, a small training should be given to

dealers so that they can explain the offers and benefits to the customers properly.

7. As per the suggestion of the customers there should be time to time improvement in the

sales promotion strategies considering maximum benefits to the customers.

TVS Motors as a name itself is a highly marketable and saleable name in the market of two

wheeler in India and in some parts of the world. It holds an important place in the minds of

49

the consumer by providing efficient service and better products. Their engineering is

comprehensive.

Consumer response towards TVS Motor is very good. It has created a very good brand image

for itself by providing low maintenance, fuel efficient, sleek looking models along with

efficient after sales service. The awards won by the TVS such as Most Trusted Brand shows

its acceptance in the mind of Indians.

The performance of TVS along with total automotive industry is declined in last 1 year, so it

is necessary to boost the sales as much as possible to be in the competition profitably.

Sales promotion strategies are the best weapon to fight with the declining Sales of TVS.

Therefore it becomes necessary to develop innovative sales promotion strategies in order to

attract as many as the customers possible.

A company has to be cautious about the spending it incurs on the various sales promotional

tools. Effectively of individual sales promotion strategy is evaluated in this research to show

how they have affected the consumer to buy the vehicle. On the basis of the research it will be

helpful to decide upon the spending and the implementations of various Sales promotional

strategies at the right place, right time and to benefit the right people.

With respect to the above study and the findings thereby, the company has definitely

entrenched into the urban market. With few more concerted efforts, the said organization

needs to enter the rural market in order to completely establish itself all over. The above study

will help the consumers to get more awareness about TVS TWO WHELLER and it will also

help to TVS motors to capture the market of urban as well as rural markets.

BOOKS REFERRED:-

50

Marketing Management , A South Asian Perspective

Marketing Research,4th edition by G C Beri

The Marketing White book 2013-2014

WEBSITE REFERRED:-

tvsmotor.in

bikeindia.in

wikipedia.org

www.icra.in

siamindia.in

business-standard.com

autobei.com

Zigwheels.com

QUESTIONNAIRE

51

http://www.icra.in/

Dear Respondent,

We are conducting a survey on behalf of TVS Company regarding the non-geared, two-

wheeler vehicles. We request you to fill this questionnaire, which would be of immense help

for our study. We assure you that the data collected shall be kept strictly confidential.

Name:

_______________________________________________________________________

Address:

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

Phone: _____________________________ Email id: ______________________________

Kindly tick the appropriate box wherever required:

Gender: Male Female

Age Group: 18 to 24 25 to 34 35 to 44 > 45 Above

Marital Status: Single Married

Education level: Inter Graduation Post Graduation

Occupation: Student Working Not Working

Monthly family income: 5000-15000 15000-25000 25000-50000 Above

1. Is TVS Vehicle your first Two-wheeler?

Yes No

2. Which TVS Two Wheeler vehicle do you have?

TVS Apache RTR Phoenix Star Sport

Wego Streak-Refresh Scooty Pep+

3. Which of the following factors did you consider before buying? (Tick 1 or more)

Mileage Cost Ease of Maintenance Colors Styling

52

Riding ease & comfort Power

4. Are you satisfied with your vehicle mileage?

Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied

Dissatisfied Highly Dissatisfied

5. What do you think rate customer service TVS Two Wheelers?

Very Good Good Average Poor Very Poor

6. How do you feel about company’s response towards customers?

Very Good Good Average Poor Very Poor

7. Did you receive the product on delivery time?

Yes No

8 Are you satisfied with after sales services provided by TVS?



9. Did you take test-drive of the vehicle before buying?

Yes No

10. Are you satisfied with their usage of the Bike / Scooter?



11. How do you rate the experience at the TVS showroom?

Satisfied Not satisfied

12. Will you like to purchase a bike again from TVS in near future?

Definitely Definitely not Might be

13. Will you recommend TVS product to anybody?

Yes No

14. What was the source through which you decided to buy this vehicle?

Suggestion by relative or friends

53

Advertisement in TV/newspaper/magazine

Sales promotional activities

Past experience with TVS'S vehicle

15. Which of the following promotional activities attracted you towards buying this vehicle?

Apache's sales promotion event at AMANORA TOWN CENTER

Special marks multiplier scheme for 10th, 11th, and 12th students

Free insurance for 1 year on every scooter

TVS vehicle rally and pamphlet

Loan and exchange mela

16. Do you agree that sales promotional activities implemented by TVS Motors are helpful

for customers?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

17. Do you think there should be improvement or changes in such sales Promotional

activities?

Yes No

18. Please give your comments/suggestions to enable us to improve satisfaction of customers

at this TVS Two Wheelers authorized showroom.

_______________________________________________________________________

54

A Study On Customer Satisfaction And Promotion Toward TVS Two Wheelers With Special Reference To TVS...

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