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INTRODUCTION
Now a days the markets are flooded with products and services from
a large number of companies. The buyers have become choose, while
buying the opinions of their friends, the act of reminding to take action
from their kinds of showing greater affection towards their wives, besides,
they are glittering advertisement in glossy magazines, view enchanting
beautiful modes using the products on the T.V. screen and once inside the
shop are advised by the well-meaning dealers and distributors these days,
marketing has become a specialized activity, which keeps the buyer or
consumer in the center while design a product will the physical products as
such are not important these days, but it is their capacity to satisfy the
buyers needs and wants like his need to health, entertainment,
transportation, speed, convenience etc therefore starts much before actual
selling of the products by doing the analysis of the need and want to buyers
and continue even after the selling of the product again by seeing whether
the product offered gives complete satisfaction to the buyers or not.
In order to understand the needs of buyers and his behaviour, we
have a tool known as marketing survey. It generates information for the
decision markers to design a suitable product for future development, to
promote it effectively and to distribute to the buyers. It helps the decision
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the buyers. It helps the decision markers to understand, to explain the
describe and to evaluate the making program. To manage with the
competition manufactures are introducing several new models, particularly
in the four wheelers vehicle market. Especially middle class group people
become the market of four wheeler of manufacturers.
MARKET:
The concept of exchange and relationship lead to the concept of a
market. A market is the set of actual and potential buyers of a product. The
buyers share a particular need or want that can be satisfied through
exchange relationship.
Marketing means managing markets to bring about profitable
customer relationships. In this process sellers must search for buyers, first
they have to create a need satisfying marketing offer (Product). It decides
how much it will charge for the offer (price) and how it will make the offer
available for the target customers (place). Finally, it must communicate
with target customers about the offer and pursued them of its merits
(promotion).
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MARKETING:
Marketing is the business function that identified customer needs
and wants. Creating customer value and satisfaction and the heart of
modern marketing thinking and practice. Marketing is the delivery of
customer satisfaction at a profit.
Many people think of marketing only as selling and advertising but
selling and advertising are only tips of marketing. Marketing means
managing markets to bring about exchanges and relationships for the
purpose of creating value and satisfying needs and wants.
Today, marketing must be understood not in the old sense of
marketing a sale telling and selling but in the new sense of satisfying
customer needs. If the marketer does a good value; and prices; distributes
and promotes them effectively, these products will sell very easily. Thus,
selling and advertising are only part of marketing mix a set of
marketing tools work together to satisfy customer needs and build customer
relationship.
Broadly defined, marketing is a social and managerial process by
which individuals and groups obtain what they need and want through
creating and exchanging value with others. In a narrow business context;
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marketing involves building profitable value exchange relationships with
customers. Hence, we define marketing as process by which companies
create value for customers and build strong relationship in order to capture
value from customers in return.
POST PURCHASE BEHAVIOUR OF THE CONSUMER:
After purchasing a product the customer will experience some level
of satisfaction or dissatisfaction. The markets job does not end when the
product is bought. Marketing must monitor post purchase satisfaction, post
purchase actions and post purchase product users.
POST PURCHASE SATISFACTION:
The buyers satisfaction is a function of the closeness between
buyers and the products perceived performance. If performance falls short
of expectations, the customer is dissatisfied, if it meets the expectations, the
customers is delighted. These feelings make a difference in weather the
customer buys the product again and talks favorably or unfavorably about it
to others.
Consumers from expectations on the basis of messages received
from sellers, friends and other information sources. If the performance is
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not up to the expectation the customer is greatly dissatisfied. Here the
consumers copying style comes into play. Some consumers magnify the
gap when the product is not perfect, and they are highly dissatisfied; others
minimize the gap and are less dissatisfied.
The importance of post purchase satisfaction suggests that product
claims must truthfully represents the products likely performance. Some
sellers might even understate performance levels so that consumers
experience higher than expected satisfaction with the product.
POST PURCHASE ACTIONS:
Satisfaction or dissatisfaction with the product will influence a
consumers sussequent behavior. If the consumer is satisfied, he or she will
exhibit a higher probability of purchasing the product again. One survey
showed that 75% of Toyota buyers were highly satisfied, and about 75%
intended to buy a Toyota buyers again; the satisfied customer will also tend
to say our best advertisement is a satisfied customer.
Dissatisfied customers may abandon or return the product. These
may seek information that confirms its high value. They may make public
actions by complaining to the company, going to a lower, or complaining to
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the other groups (such as business, private or government agencies). Private
action include making a decision to stop buying the product or warning
friends. In all these cases, the sellers has done a poor job or satisfying the
customers.
IMPORTANCE OF POST PURCHASE BEHAVIOUR:
Post purchase behavior of consumer is of much importance, because,
if at all these consumers are not satisfied with the post purchase service
provided by the showroom, it can not retain the existing customers and
ultimately adds to the expenses of the showroom.
COGNITIVE DISSONANCE:
The discomfort or dissonance that consumers experience as a result
of conflicting information can be explained with cognitive dissonance
theory.
According to cognitive dissonance theory, discomfort or dissonance
occurs when a consumer hold conflicting thoughts about a belief or an
attitude object. For instance, when consumers have made a commitment,
made a down payment or placed an order for a product, particulars an
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expensive one such as automobile or a personal computer, they often begin
to feel cognitive dissonance when they think of the unique, positive
question of the brands not selected. When cognitive dissonance occurs
often require some amount of compromise, post purchase dissonance is
quite normal.
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NEED FOR THE STUDY:
The need of the study is to find out the customer perceptions and
satisfaction practices at the TVS Motors. It is also to find customer
suggestion to know whether the customer is satisfied with product and
service of the company.
The study is aimed at measuring the satisfaction and perception of
the customer with TVS Motors which is very important for the product to
service in the market. The survey result may help the company to
understand the customers view towards their product.
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SCOPE OF THE STUDY :
The scope of the study is limited to collecting the data from the
respondents by questionnaire. The questionnaire reference to the objective
stated and analysis of the data with a view to suggest favorable solution to
the various problems related to the satisfaction of the customer. This project
is a survey on Customer perception and satisfaction provides information
with regard to the satisfaction level of customer of the company, what are
they expecting from the company and how to maintain the relationship with
the customer.
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OBJECTIVES
To examine the principle factors influencing the channels
distribution in purchasing TVS motor vehicles.
To determine the level of dealer after purchasing the TVS motor
vehicles.
To know the persons feelings towards the products.
To compare the product features and strengthen of TVS motor
vehicles with other products.
Identifying the problem of dealers
Estimating the value of the information from the dealer.
To draw the conclusion and after suggestions where ever it is found
appropriate.
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METHODOLOGY OF THE STUDY
Research Methodology : Survey Method
Research Methodology : Questionnaire
Contact Method : Personnel Interview
The questionnaire was the main tool used for securing the responses
the respondent regards the companys product.
The respondents are were contacted personally interviewed them and
collected their views, opinions and suggestions given by them.
DATA COLLECTION :
The data collection is two types. They are
1. Primary data
2. Secondary data
The primary data is collected through the data collection instrument,
questionnaire by adopting a data collection method of personnel
interviewing survey method. Completed questionnaire are revised on
regular basis as research study progressed to ensure that the record response
or chosen, complete and legible.
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Secondary data, secondary information is any data originally
generated for some purpose other than the present research objectives. It
includes findings based on research done outside as well as data generated
in house for earlier studies on ever channels of distribution collected by the
firms sales department. Data collected from the newspaper, broachers and
internet websites.
PRIMARY DATA:
Primary data is collected from 60 customers in Karimnagar town.
For this purpose structured questionnaire is administered to them to collect
the different information to analysis the channel of distribution of TVS
vehicles in Karimnagar town.
SECONDARY DATA:
Secondary data has been collected from annual reports of showroom
and from business journal magazines. The report is prepared to five years in
order to analysis customer perception on TVS vehicles in Karimnagar town.
Further the simple statistical tables have been used, simple percentage has
been calculated where necessary and interpretation has been done.
LIMITATION:
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Every project may have its own limitation. They are
The study of customer perception on TVS vehicles is restricted to
Karimnagar town.
The data was collected from 60 respondents through structured
questionnaire, the response may not be correct. Due to restricted
respondents.
Company views are not taken into consideration. The analysis may
not be correct to the other areas. The results are not approximate.
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INDUSTRY PROFILE
HISTROY OF TWO WHEELERS:
The Britannia encyclopedia describes a motorcycle as a bicycle or
tricycle propelled by an internal-combustion engine (or, less often by an
electric engine). The automobile was the reply to the 19 th century dream of
self-propelling the horse-drawn carriage. Similarly, the invention of the
motorcycle create the self-propelled bicycle. The first commercial design
was three-wheeler built by Edward butler in great Britain in 1884. this
employed a horizontal single-cylinder gasoline engine mounted between
two steer able front wheels and connected by a driver chain to the real
wheel.
The 1990s saw the conversion of many bicycles or pedal cycles by
adding small centrally mounted spark ignition engines. There was felt the
need for reliable constructions. This lead to road trial tests and competition
between manufacturers. There may be new ideas from only two-stroke-
cycle design to supercharged multivalent engines mounted on aerodynamic
carbon fiber reinforced body work.
The first successful two-wheeler through was the Hildebrand and
wolf Mueller, patented in Munich in 1894, in 1895, the French firm of
Dedion-buttion built and engine that was to make the mass production and
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common use of motorcycle possible. The first motorcycle with electric start
and fully dodern electrical system, the Hendee special form the Indian
motorcycle company astounded the industry in 1931. Before world war I,
IMC was largest motorcycle manufacture in the world producing over
20,000 bikes per year.
INVENTION OF TWO WHEELERS:
The invention of the 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 decent to the safety
bicycle, that is the bicycle with front and rear wheels of the size with a
pedal crank mechanism to drive the rear wheel. Those bicycles in turn
descended from two-wheel cycles.
The high-wheelers descended from an early type of without pedals,
propelled by the riders feet pushing against the ground. These appeared
around in 1800, used iron-handed wagon wheels and were and were called
bone-crushers, both for their jarring ride, and their tendency to toss their
riders. Gottlieb Daimler (who latter teamed up with Karl Benz from
Daimler-Benz corporation) is credited with on each side. It was constructed
mostly of wood the wheels were of the iron-handed wooden spooked
wagon-type and it definitely had a bone-crusher chassis.
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FURTHER DEVELOPMENTS:
Most of the developments during the early phase concentrated on
three and four-wheeled designs since it was complex enough to get the
machines running without having to worry about them failing over. The
next notable two-wheeler was the millet of 1892.
INCREASING POPULARITY :
The popularity of the vehicles grew especially after 1910. in 1916
the Indian motorcycles company introduced II racer placed it on sales.
During world war I all branches of the armed forces in Europe used
motorcycle principally for dispatching. After the war, it enjoyed a sport
vogue until the great depression began in 1929. After the world war II, a
revival of interest in motorcycles lasted into the late 20 th century. With the
vehicle being used for high-speed touring and sport competitions. The more
sophisticated motor scooter originated in Italy soon after world war II led
by the manufacture of a 125cc model. Since then an increasing number of
powerful bikes blazed the roads.
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HISTORICAL INDUSTRY DEVELOPMENT :
India is the second largest manufacture and producer of two-wheeler
in the world. It stands next only to Japan and Chine in terms of the number
of vehicles produced and domestic sales respectively. This destination was
achived due to variety of reasons like restrictive policy followed by the
government of India towards the passenger car industry, rising demand for
personal transport, inefficiency in the public transportation system etc. The
Indian two-wheeler industry made a small beginning in the early 50s when
automobile product of India (API) started manufacturing scooters in the
country. Until 1958 API and Enfield were the sale producers.
The two-wheelers market was opened to foreign competition in the
mid 1980s. and the market leaders-Escorts and Enfiled-were caught
unaware by onslaught of the 100cc bikes of the Indo-Japanese joint
ventures. With the availability of the fuel-efficient low power bike, demand
swelled resulting in TVS and Honda are the only producer of four stoke
bikes (100cc category) gaining a top slot.
The first Japanese motorcycles were introduced in the early eighties.
TVS Suzuki and Hero Honda brought the first two-stroke and four-stroke
engine motorcycle respectively. These two-players initially started with
assembly of CKD kits, and later on indigenous manufacturing.
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The two-wheelers market has had perceptible shift from a buyers
market to seller market with a variety of choices, players will have to
compete on various fronts VIZ., pricing, technology, product design,
productivity after services, marketing and distribution. In the short term,
market shares of individual manufacturers are going to be sensitive to
capacity, product acceptance, and competitive pressures from other
manufacturers.
As incomes grow and people feel the need to own a private means of
transport, sales of two-wheelers will rise. Penetration is expected to
increase approximately to more than 30% by the 2009. The motorcycle
segment will continue to lead the demand for two-wheelers in the coming
years. Motorcycle sale is expected in increased by 12% as compared to
10% growth in the scooter market and 15% by moped sales respectively for
the next two years.
The Asian continent is the largest user of two-wheelers in the world.
This is due to poor road infrastructure and low per capita income.
Restrictive policy on car industry. The technology for two-wheelers is not
as well developed as for car industry. This is due to oligopoly between top
five players in the segment, compared to thirty manufacturers in the car
industry.
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COMPANY PROFILE
PROFILE OF ADARSHA MOTORS :
Adarsha motor is dealership type of business. Adarsha motor is
established in the month of November, 1999 by Boorgner Satyanarayan
Goud and managed by him only. The business is running by only one man.,
the firm is located towards Hyderabad road and is in the centre of the
Karimnagar town.
The investment in the business was Rs. 1 Crore. Generally the sales
will be either on the cash basis or on installment basis.
The Adarsha motors earning profits from the last five years. They
are giving the ads through newspapers, wall paintings, hoardings, field
staff, Adarsha networks.
They are upgrading sales by introducing the schemes like group
bookings, institutional sales, customer door-door activities etc. averagely
they are doing services for 30-60 vehicles.
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The no. of workers is around of 60-70 members, 40 members are
categorized for technicians, 10 members are allotted for field staff, 5
members are recruited for sales person, three persons are placed for
evaluating the spare parts, three members are allotted for maintaining
accounts and one person for cash transactions and other members are
allotting for remaining works.
Averagely they are selling 12 vehicles per a day. Adarsha motors in
Andhra Pradesh No.1 dealership in sales and other activities. It is a QLQD
(Quality Leader through Quality Dealer).
Statement is showing the turnover and sales of Adarsha motors from
(2000-2006).
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BRANCHES
NORTH SOUTH EAST WEST
New Delhi Banglore Calcutta Mumbai
Chandigarh Hyderabad Patna Ahmadabad
Jaipur
CENTRAL ZONE
Kanapur
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DISTRIBUTION CHANNEL
INDUSTRY
ZONAL OFFICE
SHOW ROOM
CUSTOMER
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SAMPLING PLAN :
The marketing research much decides the sampling plan. This plan
calls for the decision, sampling unit, sampling size, sampling procedure.
SAMPLING UNIT :
The sampling unit for the study consisted of respondents from all
wakes of life either sex, different age group, different income group etc.
SAMPLING PROCEDURE :
The method of sampling procedures use by the research random
sampling. No doubt they are many alternative goods and there is a choice to
record preference of respondents.
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HISTORY OF TWO WHEELERS :
Motorcycles have made debut around the 1950s; this section looks
at the two wheelers which have over the years caught the imagination of
our country. It was in the year 1954 that the Indian government ordered for
a total number of 800 motorcycles to man the Pakistani borders. In came
the bullets which were initially launched in England as a 350cc bike later it
was upgrated to 500cc. these bikes have remained unaltered, barring some
cosmetic changes which have undergone over the years. Thus one can say
without much of a doubt that the 1955 bullet was one of the initial hits of
the Indian two-wheeler industry and till today it continues to be a darling of
the motorcycle enthusiasts.
Enfield Bullet had a close competition with another sturdy bike
named Rajdoot, as the bike was strong enough to handle the rough Indian
roads. The company had roped in Indian He-man Dharmendra for the
promotion of the bike. With more than 1.6 million vehicles on the road the
Rajdoot motorcycle was one of the initial hits of the earlier years of two-
wheelers history in the country.
When heavy motorcycle was the order of the day, a relatively lighter
bike had caught on the imagination of the Indian two wheeler user. Ind-
Suzuki bike launched by the then TVS Suzuki group was an instant hit;
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however the bike could not sustain its initial success due to the high import
content in the vehicle and less of localization.
In scooters Bajaj Chetak has been hugely responsible for adding
momentum to the transport system of the country, till today it remains one
of the most successful brands to have come out of the Bajaj stable. The
scooter is named after the horse of legendary Rana Pratap Singh. These sets
of two wheels have become a part of the Indian milieu and are often
considered a representative of the Indian middle class aspiration. Very few
two-wheelers have been able to emulate the success, which Bajaj Chetak
has achieved over the years.
Similarly LML Motors enjoyed a reasonable success with the launch
of LML select which came with new age technology and improved
performance.
Today newer models of two-wheeler are entering the market
everyday, slowly pushing these names down the memory lane. However
name like Chetak, Rajdoot and Bullet will always find a mention in the
history of two-wheelers in the country.
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AUTOMOBILE INDUSTRY IN INDIA :
TWO WHEELERS
Talking of the two wheelers industry the name that effortlessly come
to us is Bajaj Auto, Hero Honda, TVS Motor, Yamaha Motor, Kinetic and
others. The two wheelers has played an important role in giving a push to
the automobile industry in India. In fact, the production, sales and export of
the two wheelers is a fair indication of the opinion importance that it enjoys
in this countries manufacturing economy. An overview of the two wheelers
industry made this while, the economic growth need for better conveyance
and gradual improvement in road infrastructure coupled with better credit
and financing option have acted as a major catalyst in encouraging the
growth and development of the two wheeler segment in India. Further the
new improved feature on the two wheelers, their stylish and trendy look
caught the interest of the countrys youth who form a substantial influence
in determining the consumer behavior have ensured that the two wheelers
remain on top of the automobile industry agenda in India.
Some of the features that deserve attention in the Indian two wheeler
segment are as mentioned.
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1. The total sale of two wheelers in India has touched a figure of 7.86
million units by March 2007. up 11.42% from the previous fiscal
figure of 7.05 million production during the period reached 8.63
millions.
2. The production of two wheelers is India has reached a staggering
17.85 million units by 2009-10.
3. The two-wheelers production capacity has reached 22.81 million
units in 2011-12 compared with 10.78 million in 2006-07.
4. India has 1.39 million two-wheelers in 2009-10 compared with
5,90,000 in 2006-07.
5. Total investment for few capacity in two wheeler segment is likely
to be more than 2.2 billion.
6. Hero Honda, Bajaj auto & TVS motors remain the leading player in
terms of sales of population of their two-wheelers.
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STATEMENT IS SHOWING THE TURNOVER AND SALES OF
ADARSHA
S. No. YEAR TURNOVE
R Rs.
(Lakhs)
GROWTH
RATE IN %
No. OF
VEHICLES
1 2002-03 1,200 42% 1,500
2 2003-04 1,210 25% 1,970
3 2004-05 2,400 60% 3,200
4 2005-06 2,600 65% 3,500
5 2006-07 2,750 70% 3,6006 2007-08 2,800 72% 3,800
7 2008-09 2,900 75% 4,100
8 2009-10 3,000 78% 4,400
As per the above table it is clear that the growth rate is recorded
followed by 42% during the 2002-03, followed by 25%, which is decreased
during the 2003-2004, and in the year 2004-2005 there is a growth of 60%,
and in remaining years there is a continuous raise in the turnover for
following years. 2007-2008 growth rate is increased to the 72%, 2008-2009
growth rate is increased to the 75%, at present the growth rate is increased
to the 78%.
CHAPTER III
THEORETICAL FRAME WORK
Marketing :
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Marketing, in its fullest sense the market concept is philosophy of
business which states that the customer want satisfaction is the economic
and social justification of a companys existence. Consequently all
companys activities in production engineering and finance as well as in
marketing must be devoted to first determining what the customers want
are and then satisfying the wants still making a reasonable profit.
. William J. Stanton
Concept Marketing :
All the efforts put in the varied and complex process of production
are undertaken to serve one ultimate purpose. That is satisfaction of human
wants unless this ultimate objective of all economic activities is achieved
production will remain meaningless to the community. This objective is
achieved by brining good from the manufacturers or producers to the
consumer and users.
Core Marketing Concept :
The marketing concept rests on four pillars :
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1. Target Market: Markets chosen by companies to perform these
marketing programs.
2. Customer Needs: Requirements of customer i.e. what customer
expect from companys product.
3. Integrated Marketing: Serving customer by integration of all
departments of the organization all marketing operation should be
organically integrated to achieve organizational objective & goods
through customer satisfaction.
4. Profitability: Profit through satisfaction of customer better than its
competitors.
MASLOWS NEED HIERARCHY :
The behaviour of an individual at a particular moment is usually
determined by his strongest need, psychologists claim that need have a
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certain priority. As the more basic needs are satisfied, an individual seeks to
satisfy his highest needs. A.H. Maslow a famous social scientist has given a
frame work that helps to explain the strength to certain needs. According to
him these seems to be a hierarchy into which human needs are arranged as
shown:
1. Physiological Needs:
The physiological needs are at the top of hierarchy because they tend
to have the highest strength until they are reasonably satisfied until these
needs are satisfied to the degree needed for the efficient operation of the
body.
The majority of persons activities will probably be at this level. It
will provide him with little motivation. A famous saying man can live on
bread alone if there is no bread suggests that human beings first try to
acquire necessities for their survival.
2. Safety Needs:
Once the physiological needs are satisfied to a reasonable level it is
not necessary that they are fully satisfied and degree of reasonable is
subjective. Other levels of needs become important, in this hierarchy next
comes the need for being free of physical danger or self-preservation in the
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industrial society. Safety needs may take considerable importance in the
context of the dependence relationship of employer to employees.
3. Social Needs:
After the first two needs are satisfied, social needs become important
in the need hierarchy, since man is social being he has a need to belong and
to be accepted by various group. When social needs become dominant a
person will strive for meaning full relation with other if the opportunity for
association with other people is reduced. Men often take vigorous action
against the obstacles to social in her course.
In the organization workers team is informal group environment.
Such environment will develop where the work is routine, tedious or over
simplified. This situation is made worse when workers are closely
supervised and controlled but have no clear channels of communication
with management. In this type of environment worker depend on informal
groups for support of unfulfilled social needs.
4. Esteem Needs :
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The esteem needs are concerned with self-respect, self-confidence, a
feeling of personal worth feeling of being unique and recognition,
satisfaction of these needs produces feeling of self-confidence prestige,
power and control. The satisfaction of esteem needs is not always obtained
through mature or adoptive behaviour. It is some time generated by
disruptive and irresponsible action. Some of the social problems have their
roots in the frustration of the esteem needs.
5. Self-Actualization Needs:
Self-Actualization is the need to maximize ones potential what ever
it may be. This is related with the development of intrinsic capabilities
which lead people to seek situation that can utilize their potential. This
include competence which implies control over environment needs will be
rescue unless can find fulfillment in doing what he is fit to do as Maslow
has put it this need might be phrased as the desire to become more and
more what one is to become every thing that one is capable of becoming.
Maslow suggests that the various levels are interdependent and
overlapping. Each higher level need emerging before the lower-level need
has been completely satisfied. Since one need does not disappear when
another emerges all needs tend to be partially satisfied in each are when the
peak of needs is passed that need ceases to be the primary motivator. The
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next level need then begins to dominate even though a need is satisfied it
still influence behaviour because of interdependent and over lapping
characteristic of needs.
CHANNELS OF DISTRIBUTION
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The world channel has its origin in the French world canal. The
term channel of distribution thus connotes a path way taken by goods as
they flow from the point of production to the point of ultimate
consumption. A channel of distribution may be defined as a moves from a
producer to ultimate consumers Cundiff, E.W. and still, According to
American marketing association. A channel of distribution is the structure
of intra company organization units and extra company agents and dealers,
wholesale and retail, through which a commodity, product or service is
marked. In simple words, a channel of distribution consists of specialized
marketing institutions that relate to each other as buyers and sellers. It is a
pipeline for goods from manufacturers to consumers.
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CHART SHOWING TYPES OF WHOLESALERS
On the basis of On the basis of On the basis of On the basis of
are covered Method of Operations Goods they deal in Product line
Local Wholesalers Full Function General Merchandise
Wholesalers
State Wholesalers Limited function General line wholesalers
Wholesalers
Merchant wholesalers Specialty wholesalers
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The distribution of consumer goods may be through the following
channels.
Producer Consumer, where goods are directly sold by the producer
to the consumers and no middleman is involved.
Producer Retailer Consumer, where goods are sold though
retailers.
Producer Wholesaler Retailer Consumer, where goods are sold
through wholesaler.
Producer Agent Retailer Ultimate consumer
Producer Agent Retailer Consumer, where agent is an
important link between the producer and the consumer.
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THE CHANNELS ARE DEPICTED BELOW :
Factor Affecting The Choice of Distribution Channels
There are a number of factors that influence the choice of
distribution channels. The important ones are as follows:
1. Nature of market
2. Number of customers
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Manufacturer or Producer
Consumer
Retailer
Retailer Retailer Retailer Retailer
Agent Agent
Wholesaler
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3. Buying habits of customers
4. Geographic concentration of customers
5. Nature of goods
6. Number of items in the product line
7. Desire of control of channel
8. Availability of middlemen
9. Cost of channel
10.Sales volume potential
WHOLESALERS:
The word wholesaler has been derived from the word wholesale
which means to sell goods in the words of S.E. Thomas is a trader who
purchases goods in large quantities from manufacturers and resells to
retailers in small quantities. The term wholesaler applies only to a
merchant middleman engaged in selling the goods in bulk quantities.
Wholesaling includes al marking transactions in which purchases are
intended for resale or are used in marketing other products. Thus we can
say that a wholesaler is a person who buys goods from the producer in bulk
quantities and forwards them in small quantities to retailer. So, a true
wholesaler, as S.E. Thomas observes. is himself neither a manufacture nor
a retailer, but acts as a link between the two. He is a vital link in the
channel of distribution.
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TYPES OF MIDDLEMEN
Functional Merchant
Middlemen Middlemen
Mercantile Facilitating Wholesaler Retailer
Agents Agents
Brokers Banking On the basis of Area served Itinerant Fixed
Factors Transport On the basis of commodities
Commission agents Insurance they deal in Hawkers
Auctioneers Warehousing On the basis of method of operation Peddlers
Clearing agents Trade On the basis of their line product Chap JacksUnderwriters Market Traders
Forwarding agents Street Traders
Del cruder agents
Small Scale Large Scale
Second hand goods dealers Fixed price shop
Street stall holders Multiple storesGeneral shops Departmental stores
Specially shops Chain-operative stores
Unit stores Co-operative stores
Hire-Purchase shops
Mail order houses
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Supermarkets
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Characteristics of Wholesaler:
1. He buys in bulk quantities from producers and resells them to
retailers.
2. He usually deals in a few types of products.
3. He is vital link between the producer and the retailer.
4. He operates in a specific area determined by producers.
5. He does not display his goods but keeps them in god owns. Only
samples are shown to intending buyers.
RETAILERS:
Meaning and Definition :
The word retailer has been derived from the French word retailer
which means to cut again. Obviously then, retailing means to cut off small
portion from large lumps of goods. A retailer is the last middleman in the
chain of distribution of goods to consumers. He is a link between the
wholesalers and the consumers. The American marketing association
defines retailing as the activities involved in selling directly to the ultimate
consumers for personal and non-business use. It embraces direct-to-
customer sales activities of the producer, whether through his own stores or
by house-to-house canvassing or by mail-order business.
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The retailer is an intermediary in the marketing channels and is a
specialist who maintains contact with the consumer and the producer and is
an important connecting link in the mechanism of marketing.
Characteristic of retailers
1. A retailer is the link between a wholesaler and the ultimate consumer
and he is the last intermediary is distribution.
2. A retailer buys goods from wholesaler in bulk and resells them to
consumers in small quantities.
3. A retailer maintains a personal contact with his customers.
4. A retailers make sufficient shop display of his wares to attract
customers.
5. Retailers perform all the marketing functions which a wholesaler
performs and in addition emphasizes on advertisement.
6. Retailers deal in a variety of merchandise and are often knows as
general merchants.
7. Usually retailers are classified into two major groups VIZ. small
scale retailers and large scale retailers.
8. Retailers aim at providing maximum satisfaction to their customers
in a limited area.
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DATA ANALYSIS
TABLE 4.1
1. Distribution of consumer goods may be through to channels?
CATEGORY No. Of RESPONDENTS
PERCENTAGE OFTHE RESPONDENTS
Producer Consumer 2 4%
Producer Retailer
Consumer
20 33%
Producer Wholesaler
Retailer Consumer
35 59%
Producer Agent
Retailer Consumer
3 4%
Total 60 100%
0
10
20
30
40
50
60
Producer
Consumer
Producer-
Retailer-
Consumer
Producer-
Wholesaler -
Retailer
Producer-
Agent - Retailer
- Consumer
Interpretation:
The graph shows that distribution of consumer goods may be
through to channels producer wholesaler retailer consumer
respondents said that [59%], second place occupied the producer retailer
consumer respondents of the [33%], other categories are equal
percentage.
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TABLE 4.2
2. Which trolleys are choose for the transportation ?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Lorry 20 33%
DCM 10 17%
Mini Trally 22 37%
All the above 08 13%
Total 60 100%
0
5
10
15
20
25
30
35
40
Lorry DCM Mini Trally All the Above
Interpretation:
The above shows that the [37%] of he dealers are used for
transportation has mini trally, [33%] of the dealer are used for tansport has
lorry, [17%] of the dealer are used for transport had DCM, [13%] dealers
are used for transport has all the above.
TABLE 4.3
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3. How much large quantity of vehicles are taken the dealers? No. of
vehicles purchased the dealer.
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS1000 bikes 08 14%
2000 bikes 14 22%
3000 bikes 26 44%
4000 bikes 12 20%
Total 60 100%
0
5
10
15
20
25
30
35
40
45
1000 Bikes 2000 Bikes 3000 Bikes 4000 Bikes
Interpretation:
The above shows that the [44%] of the customers vehicles purchased
at dealer level, [22%] of the dealer of purchased bikes based on elegant
bikes, [20%] the dealer are purchased the vehicles based on the company,
[14%] of dealer purchased the vehicles based on the maintenance of the
bikes.
TABLE 4.4
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4. What is the dealer reaction about your manufacture department? Dealer
reaction about your manufacture dept.
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTSExcellent 10 17%
Good 20 33%
Average 26 43%
Bad 04 7%
Total 60 100%
0
5
10
15
20
25
30
35
40
45
Excellent Good Average Bad
Interpretation:
The above table shows that the [33%] of customers reaction based
on excellent performance, [27%] of the purchased the vehicles based good
performance, [17%] of the customers purchased the vehicles based on the
average performance, remain the [7%] of the customers reaction about the
product has negative.
TABLE 4.5
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5. How much capacity of T.V.S. motor dealers will choose?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS200 CC 03 5%
180 CC 11 18.3%
150 CC 29 48.3%
120 CC 17 28.3%
Total 60 100%
0
5
10
15
20
25
30
35
40
45
50
200 CC 180 CC 150 CC 120 CC
Interpretation:
The above table shows that the [48.3%] of the customers has choose
the 150 CC bikes, [28.3%] of customers has choose the 120 CC bikes,
[18.3%] of customers has choose the 180 CC bikes, [5%] of customers has
choose the 200 CC bikes.
TABLE 4.6
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6. Any particular variety of motor bikes in demand which is not available in
the local market?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Yes 59 98%
No 01 2%
Total 60 100%
0
10
20
30
40
50
60
70
80
90
100
Yes No
Interpretation:
The above table shows that the [98%] of the customers has any
particular verities of products are available in local market, [2%] of the
customers not satisfaction about the local market.
TABLE 4.7
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7. Is the product available easily or you have to wait for supply?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Yes 50 84%
No 10 16%
Total 60 100%
0
10
20
30
40
50
60
70
80
90
Yes No
Interpretation:
The above table shows that the [84%] of the customers are products
availability easily not wait for supply, [16%] of the customers are products
are not available at the time.
TABLE 4.8
8. How is relationship between wholesaler and retailer?
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CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Excellent 30 50%
Good 10 16%
Average 15 25%Bad 05 9%
Total 60 100%
0
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Bad
Interpretation:
The above table shows that opinions [50%] of customers has
excellent maintain relation with the customers, [25%] of the customers has
good maintain, [16%] of the customers has average about maintain, [9%] of
the customers has bad about maintain relation.
TABLE 4.9
9. Is there any time damaged product in the lot, if so do you get any
compensation?
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CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Yes 40 65%
No 20 35%
Total 60 100%
0
10
20
30
40
50
60
70
Yes No
Interpretation:
The above table shows that the [65%] of the customers has damaged
at lot pay the compensation, [35%] of the customers has not pay the
compensation.
TABLE 4.10
10. Producer department installment facilities give to the wholesaler or not?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Yes 55 92%
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No 5 8%
Total 60 100%
0
10
20
30
40
50
60
70
80
90
100
Yes No
Interpretation:
The above table shows that the [92%] of the customers not other
company products purchased, [8%] of the customers are purchased othercompany products.
TABLE 4.11
11. Do you credit facilities from producer department?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Yes 58 97%
No 2 3%
Total 60 100%
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0
10
20
30
40
50
60
70
80
90
100
Yes No
Interpretation:
The above table shows that [97%] of the company of producer
department has credit facilities, [3%] of the company of producer
department has not credit facilities.
TABLE 4.12
12. What is the opinion about the Transportation services?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTSExcellent 28 47%
Good 10 16%
Average 20 34%
Bad 02 03%
Total 60 100%
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0
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Bad
Interpretation:
The above table shows that [47%] of the customers has excellent
transport-service, [33%] of the customers has good transport performance,
[17%] of the customers has average transport performance, [3%] of the bad
impression about transport services.
TABLE 4.13
13. Product is directly comes to the zonal office or showroom?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Yes 54 90%
No 06 10%
Total 60 100%
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0
10
20
30
40
50
60
70
80
90
Yes No
Interpretation:
It was found that products is directly comes to the zonal office or
showroom. Respondents of the people Yes said that [90%], respondents
of the people No said that [10%].
TABLE 4.14
14. What is the improvement do dealers like suggest to manufactures?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Engine 10 17%
Wheels 14 23%
Mileage 19 32%
Pick-up 17 28%
Total 60 100%
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0
5
10
15
20
25
30
35
Engine Wheels Mileage Pick-up
Interpretation:
The above table shows that [32%] of the customers suggest about the
mileage of bikes, [28%] of the customers suggest about the pick-up of the
bikes, [23%] of the customers suggest that wheels of the bikes, [17%] of
the customers suggest about engine of bikes.
TABLE 4.15
15. Producer department insurance give to the wholesaler or not?
CATEGORY No. Of
RESPONDENTS
PERCENTAGE OF
THE RESPONDENTS
Yes 50 83%
No 10 17%Total 60 100%
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0
10
20
30
40
50
60
70
80
90
Yes No
Interpretation:
The producer department provider insurance to the wholesaler,
[83%] respondents said that Yes, [17%] respondents said that No.
CONCLUSIONS
TVS is uproar in consuming with other motorbikes in the features of
moderate price, low maintenance, after sales services and
availability of desired colors. But inferior than other in the factors of
mileage. Other products are mostly competing with the TVS
products.
Customers form their expectations from past buying experience,
friends and associates advice markets and competitions information
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and promises of market raise expectations too high, the buyer likely
to be disappointed.
Eg: The company expects mileage around 65-75 km/liter but the
vehicle failed to give that. It is giving only 55-65 km/liter
The company should pay attention on fuel consumption and
deliver performance to match company need to monitor their
competitor performance in these areas.
It is observed that most of the customers are giving preference to
mileage and they are facing the problem with kick rod.
It is observed that few of the customers facing problem with the
fiber.
It is observed that few of the customers think that the tank shape of
TVS STARCITY should be change.
It is observed that most of the customers want to change in the TVS
MAX 100R as 4-STROKE instead of 2-STROKE.
It is observed that most of the customers want TVS victor with high
pickup and also change the kick rod for getting smooth start.
Regular the brand loyalty of customers it found the most of the
respondents opted to by TVS motor vehicle in the further if in
follows the above conditions.
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Overall it is observed that may of the customers are satisfied with
the company.
FINDINGS & SUGGESTIONS
Company should innovate new models. People always seek
better products, better convenience, new fashion and more value of
money.
The models should be designed to attract the ages and give
more information to the customers about the product and its uses and to
encourage them to buy it.
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Awareness level of TVS product is more comparative with
other motorbikes. But 20% of remaining customers are much aware
about other products.
Company still got to capture major market. It is expedient that
more attention should be paid to the rural areas so that the maximum
number of wants of customers is fulfilled.
Company should put more efforts in building brand
awareness of TVS in the minds of customers, qualities of products and a
comparison with house of competitors product in the market.
Company should provide greater customer value and
satisfaction then its competitions. Company should gain strategic
advantages by positioning their offering in the minds of customers.
Different strategies should be adopted to overcome the threats from
competitors and retain the customers. Company should concentrate
more in brining satisfaction level of the customers to the excellent of
very satisfied state.
TVS products should be made with factors of reliability and
less maintenance. Dealer should give more attention towards parents,
advertisements, friends rather than in neighbors and other source in
motivating and promoting products.
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Company should make the customers more aware about the
moderate price and economy in maintenance of TVS products
comparative to other products.
Major influencing group for buying decisions of TVS goods
is newspapers, magazine, radios and television, friends and also
important influencing factors. Mass communications reach the potential
buyer easily.
Customers are giving major preferences to the price and
mileage and also customers are offering new styles, new fashions and
newer products.
QUESTIONNAIRE
1. Distribution of consumer goods may be through to channels.
a) Producer Consumer
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b) Producer Retailer Consumer
c) Producer Wholesaler Retailer Consumer
d) Producer Agent Retailer Consumer
2. Which tralleys are choose for the transportation?
a) Lorry b) DCM
c) Tralley d) All the above
3. How much large quantity of vehicles are purchased the dealers?
a) 1000 Bikes b) 2000 Bikes
c) 3000 Bikes d) 4000 Bikes
4. What is the dealer reaction about the manufacture department?
a) Excellent b) Good
c) Average d) Bad
5. How much capacity of TVS motor will choose.
a) 250 CC b) 180 CC
c) 150 CC d) 120 CC
6. Any particular variety of motor bikes in demand, which is not available
in the local market?
a) Yes b) No
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7. Is the product available easily or you have to wait for supply.
a) Yes b) No
8. How is the relationship between wholesaler and Retailer?
a) Excellent b) Good
c) Average d) Bad
9. Is there any time on damaged product in the lot, if so do you get any
compensation?
a) Yes b) No
10. Producer department installment facilities give to the wholesaler or not?
a) Yes b) No
11. Do you credit facilities from producer department?
a) Yes b) No
12. What is the opinion about the Transportation Services
a) Excellent b) Good
c) Average d) Bad
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13. Product is directly comes to the Zonal officer or showroom.
a) Yes b) No
14. What is the improvement do dealers like suggest manufacturers.
a) Engine b) Wheels
c) Mileage d) Pick-up
15. Producer department insurance give to the wholesalers or not?
a) Yes b) No
BIBILOGRAPHY
1. Market Management - Philip Kotlar
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- Arun Kumar
2. Organization behaviour - L. M. Prasad
3. Consumer behaviour - Matin Khan
4. Principal of Marketing - Kotler & Arm strong
5. Consumer behaviour - Lean G. Shiffman
- Leslie. Lazar. Kanuk
6. Consumer behaviour Indian Perception - Suja R. Nair
Websites:
www.tvsmotors.in
www.google.com
http://www.tvsmotors.in/http://www.google.com/http://www.tvsmotors.in/http://www.google.com/