AProject Report

On

“BUYING BEHAVIOUR & PERCEPTION OFSCOOTERETEES AMONG YOUNG WOMEN”

(A STUDY AT KOTA CITY, RAJASTHAN)

Research Project Submitted Towardspartial Fulfillment of

Two Year MBA Degree Program (2007-2009)

Submitted by :- Under the Guidance of :- Ms. RITU MAHESHWARI Dr. HEMANT KOTHARI

PACIFIC INSTITUTE OF MANAGEMENT,UDAIPUR.

(Affiliated to Rajasthan Technical University &

Approved by AICTE)

Post box no. 12, Pratap Nagar Extension, Airport Road,

Udaipur – 313001

CERTIFICATE

DECLARATION

I HEREBY STATE THAT THE INFORMATION FURNISHED BY

ME IN THIS ASSIGNMENT IS CORRECT AS PER THE FACTS AND FIGURES

KNOWN TO ME. I HAVE COMPLETED THIS ASSIGNMENT BY THE HELP OF

“Mr. Umesh Maheshwari” (DIRECTOR) TVS MOTOR COMPANY. IF

THERE IS ANY ERROR IN THIS ASSIGNMENT THEN PLEASE GIVE ME EXCUSE.

NAME : RITU MAHESHWARI

PIM UDAIPUR

ACKNOWLEDGEMENT

THIS PROJECT HAS BEEN AN EYE OPNER FOR ME. THERE ARE MANY,

WHO HAVE HELPED AND INSPIRED ME.

I WOULD LIKE TO EXPRESS MY GRATITUDE TO MY FACULTY WHO

TOOK PAINS TO SUPERVISE THE LIVE PROJECT TO ALL THE TEACHER

AND STAFF MEMBER FOR THEIR KIND CO-OPERATION AND GUIDENCE

DURING THE COURSE OF THE PROJECT STUDY UNDERTAKEN IN THE

CONCERN.

I WISH TO EXPRESS MY SINCERE GRATITUDE TO “Dr. Hemant Kothari”

MY PROJECT GUIDE & “Prof. B.P. Sharma” OUR DIRECTOR WITHOUT

WHOM THIS PROJECT WOULD NOT HAVE COMPLETED.

I WOULD SPECIALLY THANK MY FRIENDS FOR THEIR CONSTANT

SUPPORT, WHICH HAS ALWAYS BEING A GREAT SOURSE OF STRENGTH

AND INSPIRATION.

AND I AM ALWAYS, GREATFUL TO THE ALMIGHTY GOD WHO ALWAYS

PROVIDED ME NECESSARY SUPPORT WHENEVER I AM NEED.

NAME : MS. RITU MAHESHWARI

PIM UDAIPUR

INDEX

S.No. PARTICULARS PAGE NO1 EXECUTIVE SUMMARY 1

2 TITLE, OBJECTIVES&

SCOPE OF THE PROJECT

3

3 COMPANY PROFILE 6

4 THEORETICAL BACKGROUND 13

5 RESEARCH METHODOLOGY 25

6 DATA ANALYSIS &

INTERPRETATION

29

7 LIMITATIONS OF THE PROJECT 46

8 FINDINGS 47

9 SUGGESTIONS 48

10 CONCLUSION 49

11 BIBLIOGRAPHY 50

ANNEXURE

EXEUTIVE SUMMARY

TITLEOBJECTIVEND

SCOPE OF THE TOPIC

COMPANY PROFILE

THEORETICAL BACKGROUND

RESEARCHMETHODOLOGY

DATA ANALYSISAND

INTERPRETATION

LIMITATIONS OF THE PROJECT

FINDINGS

SUGGESTIONS

CONCLUSION

BIBLIOGRAPHY

EXECUTIVE SUMMARY

The study of project are known to be a student’s first brush with

corporate world. This is the time for student to push words and theories

into action. This is the opportunity to integrate classroom learning with

real life situation. While doing project, student are placed under the

guidance of a manager. These managers serve as a mentor. The

mentorship possibilities available during the invaluable for student and

company. For student apart from guidance, it is also an opportunity to

understand responsibilities involved in their chosen fields. For companies

this mentorship gives opportunity to evaluate student for future

employment. Companies admit that they use the summer programs to

gauge the abilities of the student. For many students summer programs

are primary source for final recruitment.

This project gave me an opportunity to work with one of the

market leader in Buying behaviour & Perception about amoug young

women (a study at kota city) in TVS Motors Company Kota (Raj.). I got

the chance to study and analyze the market scooteretees vehicles by

conduction research which is a core function of marketing.

For this I developed a research design and then according to it I

collected the data using both primary and secondary methods. Majority of

the data collected was through the questionnaires. My project guide also

provided me the necessary information.

After collecting the data I used various statistical techniques to

interpret and formulate the results.

The main aim of the project was to find out the market share of

TVS Motors in Kota. The opinions of the customers were taken by

visiting various places of Kota and information was collected form the

customers.

The project was started from the questionnaire. The questions are

asked to respondent about their experiences towards products of TVS

Motors and other competitors. The survey was conducted to know the

market potential and market share for scooteretees segment.

TVS Motors company is India’s third largest two wheeler

manufacturer and globally among the top 10 with an annual turnover of

650 US$ hence I wanted to do my Live research project in TVS Motors

Company.

TITLE

“BUYING BEHAVIOUR & PERCEPTION OF SCOOTERETEES AMONG YOUNG WOMEN”

(A STUDY AT KOTA CITY, RAJASTHAN)

The study is all about the market buying behaviour & perception of

scooteretees among young women in Kota city and the market analysis

for Scooteretees. This market research was done to know the performance

of TVS Scooty and its competitors. And also to study the satisfaction

level of scooteretees users in Kota.

OBJECTIVES OF THE PROJECT

Primary objectives:

1 The market analysis for TVS Company in Kota (Rajasthan).

2 To study different competitors in the same sector.

3 To study the Consumer buying behaviour of Scooteretees.

Secondary objectives:

1 To know the satisfaction level of scooteretees users.

SCOPE OF THE STUDY

India is the second largest manufacturer and producer of

scooteretees in the world. It stands next only to Japan and China in terms

of the number of scooteretees produced and domestic sales respectively.

But still in India only 20 to 25 people per thousand have scooteretees. So

in India there is high scope of scooteretees young women manufacturers.

In Kota region scooteretees are basic mode of transportation but in

Kota only 0.4% people have scooteretees. So there are more and more

potential customers available in Kota market.

Because of Industrial development and increase in number of

students in Kota city, sales of scooteretees are increasing and there is high

scope for scooteretees Companies in future.

Disposable income of people in Kota is increasing and because of

this scooteretees companies can increase market share in Kota.

Scope of this project includes study of consumer buying behaviour

for scooteretees female customers.

COMPANY PROFILE

TVS Motor Company

"Inspiration in Motion"

The company was incorporated as Indian Motorcycle Pvt. Ltd. on

15th July. Its name was changed to Indo Suzuki Motorcycles Pvt. Ltd.

and it was converted into a public limited company on 12th January,

1984. It was promoted by Mr. N. Krishnan in collaboration with Suzuki

Motor Co. Ltd. Japan; Sundaram-Clayton, Ltd., a member of the

Company to the extent of Rs 70 lakhs.

The company entered into a technical know-how and assistance

agreement with Suzuki Motor Co. Ltd., of Japan on 22nd September. As

per the terms of the Collaboration, Suzuki agreed to furnish complete

technical information and know-how, trade secrets and other data.

59,40,000 shares issued at par in 1984. 7,00,000 shares allotted to

Sundaram Clayton, Ltd. Chennai, 70,000 shares allotted to Anusha

Investments (P) Ltd. Chennai, 20,00,000 shares allotted to Suzuki Motor

Co., Ltd., Japan; 2,20,000 shares allotted to employees

TVS Motor is the third largest two-wheeler manufacturer in India

and ranks among the top ten globally. It is the first company in the world

to honored with the Deming Prize for Total Quality Management. The

company was the first in India to launch 2-seater 50cc moped and 100cc

Indo-Japanese moped. At present TVS scooty Pep+, TVS Teenz, TVS

Scooty and TVS Streak are the popular scooteretees in Indian market.

TVS is the holding company for the TVS Group of companies

engaged in the manufacturing of almost all kinds of automotive

components, scooteretees and a few other industrial products. They are

also into the financial services sector.

TVS was founded by TV Sundaram in 1911. In 1980 TVS 50,

India’s first two-seater moped rolled out of the factory at Hosur in Tamil

Nadu, Southern India. A byword for reliability, the TVS 50 had proved

itself promising and successful in every test and paved a way for many

successes for TVS Suzuki. Likewise the TVS champ and super Champ

gave a reliable and sturdy two wheeler to public, who wanted looks fused

with economy. These two wheelers together redefined the category of

mopeds in India. TVS later left its collaboration with Suzuki and started

to manufacture its own vehicles.

TVS Motors Company is currently the third largest two wheeler

company in India with sales of 107,117 units (as of June 2007). The

company exported 9,133 units of two wheelers in June 2007.

Currently, the group has more than 30 companies and employs

over 40,000 people worldwide. With steady growth, expansion and

diversification, it commands a strong presence in the manufacturing of

two-wheelers, auto components and computer peripherals. They also have

vibrant businesses in the distribution of heavy commercial vehicles

(HCV) passenger cars, finance and insurance.

1980 is the red letter year for TVS when India’s first two-seater

moped rolled out. It ushered in an era of affordable personal

transportation.

CURRENT SCENARIO:

The automobile industry crossed a landmark with total vehicle

production of 10 million units.

1 The scooteretees market grew by 13.6 per cent with 70,56,317

units against 62,09,765 units in 2004-2005.

2 India, sourcing base for global auto majors.

3 Passenger car and motorcycle segment is set to grow by 8-9%.

4 The scooteretees segment will clock 11.5% rise by 2009.

5 Commercial vehicle to grow by 5.2 per cent.

6 Estimated component market size is US$ 6.7 billion.

India, in auto sector, is turning to be a sourcing base for the global

auto majors. The passenger car and the scooteretees segment is set to

grow by 8-9 percent in coming couple of years, says the ICRA report.

The industry is likely to maintain the growth momentum picked up in

2002-2003.

In the scooteretees segment, according to the report, the

motorcycles would clock 11.5 per cent rise during 2004-2007 over its

siblings-scooters and mopeds. Scooters sales would decelerate and

mopeds would also see the same. Overseas market would present huge

opportunities for the scooteretees makers.

Today, there are over thirty companies in the TVS Group,

employing more than 40,000 people worldwide and with a turnover in

excess of USD 2.2 billion. With steady growth, expansion and

diversification, TVS commands a strong presence in manufacturing of

two-wheelers, auto components and computer peripherals.

FUTURE FOCUS:

In the future, TVS Motor Company will be one among the top two

2-wheeler companies in India and one among the top five 2-wheeler

companies in Asia.

TVS also have profitable operations overseas, especially in Asian

markets, capitalizing on our expertise in the areas of manufacturing,

technology and marketing. The company will hone and sustain its cutting

edge of technology by constant benchmarking against international

leaders.

TVS has two manufacturing plants in Mysore and Hosur, near

Bangalore, India’s IT Capital, are spread over 272 acres and 174 acres

respectively, with a combined capacity to produce over 1.5 million two

wheelers per annum.

PRODUCTS AND SERVICES:

Scooteretees:

1 TVS Scooty EX (60cc)

2 TVS Scooty KS (60cc)

3 TVS Scooty Pep (75cc)

4 TVS Scooty Pep+ (90cc)

5 TVS Teenz (60cc)

6 TVS Streak (90cc)

Mopeds:

1 TVS 50 XL (50cc)

2 TVS XL (60cc)

3 TVS XL Super (60cc)

4 TVS Champ (60cc)

DISTRIBUTION NETWORK:

TVS Motors Company has 550 dealers and over 2500 authorized

service centers in all over India.

MILESTONES OF TVS MOTOR:

1 India’s first 2 seater 50cc moped TVS 50, launched in August 1980.

2 First Indian Company to introduce 100cc Indo-Japanese moped in

September 1984.

3 Launched first indigenous Scooteretees (sub-100cc variomatic

scooters), TVS Stooty in June 1994.

4 Introduced first catalytic converter enabled moped, the 110cc Shogun

in December 1996.

5 Launched India’s first 5-speed the Shaolin in October 1997.

6 Launched TVS Fiero, India’s first 150cc, 4 stroke in April 2000.

7 Launched TVS Scooty & Scooty Pep+, 2-stroke in 2003, India’s first

fully indigenously designed and manufactured scooteretees.

8 Launched TVS Teenz in 2007, a world class 2-storke 60cc scooty with

the revolutionary VT-i Engines for best-in-class mileage.

9 Launched TVS Streak in 2009, a 90cc scooty which is ideal for rough

terrain.

THEORETICAL BACKGROUND

HISTORY:-

The era of post independence from the 50’s to 70’s saw the

emergence of the two-wheeler in scooteretees industry. There were few

players like Bajaj Auto, Honda & Hero-Honda though with limited

production. Manufacturing was licensed, expansion restricted and

locations for setting up plants decided by the Government. Two wheeler

(scooteretees) productions were under a lakh during the 70’s and iconic

brands like Honda, Hero-Honda and Bajaj Auto’s won the hearts of

Indian consumers.

After almost decades of a monopoly of Bajaj Auto, things began to

change. The 70’s and 80’s saw new manufacturers like India and kinetic

emerge. This decade got manufacturers the best margins and two

scooteretees production went upto almost 4 and half lakh units. Then in

early 90’s the market shift over period of scooteretees to all compaines.

The 80’s proved to be the transformational decade. Hero tied up

with Honda, TVS . It was Hero Honda that moved the Indian market form

scooteretees with the promise of fuel economy, better technology and

stylish products.

Post liberalization the focus was on technology, pollution control,

emission norms, increased competition and segmentation. Two wheelers

in scooteretees production grew to almost 38 lakh units. This period

incidentally saw global alliances like Kinetic, Honda, TVS, Bajaj and

Hero-Honda come apart with the foreign partners going it alone.

The last 7 years have seen an increase in exports, capacity

expansion, more investments and almost a dozen vehicle manufacturers.

But global big players like BMW, Harley Davidson, Triumph, Ducati

continue to give India the cold shoulder. Increased disposable income-

more families graduating to threshold level of income, increasing need

for mobility, demand from semi-urban and rural areas wider choice,

lower prices and greater financing opportunities are contributing to

scooteretees growth. From almost a single player to a dozen players today

in India, with penetration level of 30-40/1000 people owns a scooteretees

there is a huge potential in the two-wheeler in scooteretees market.

MAJOR SCOOTERETEES PLAYERS IN INDIA:

1 BAJAJ AUTO

2 HERO HONDA

3 TVS MOTORS

4 HONDA

5 OTHERS

MARKET GROWTH

Segmental Growth of the Indian scooteretees Industry (FY1995-

2004)

Trends in Segmental Share in Industry Sales (FY1996-

9MFY2005)

Shares of Two-Wheelers in scooteretees Manufacturers in

Industry Sales (FY2000-9MFY2008)

Technological tie-ups of Select Players

Nature of Alliance Company Product

Technological tie-

up

Kawasaki Heavy Industries

Ltd, Japan

Mopeds

Technological tie-

up

Tokyo R&D Co Ltd, Japan Two-

wheelers in

scooteretees

Technological tie-

up

Kubota Corp, Japan Diesel

Engines

HONDA Joint Venture Honda Motor Co, Japan Scooteretees

TVS

MOTORS

Technological tie-

up

Suzuki, Japan Scooty

KINETIC Tie up for

manufacturing

and distribution

Italjet, Italy Scooteretees

BAJAJ Technological tie-

up

Daelim Motor Co Ltd Scooteretees

HERO-

HONDA

MOTORS

Technological tie-

up

Aprilia of Italy Scooteretees

Consumer Buying Behaviour: Concept

The aim of the marketing is to meet and satisfy target customers

need and wants. The field of the customer behaviour studies how

individuals, groups, and organization select, buy, use and dispose of the

goods, services, ideas, or experiences to satisfy their needs and desires.

Understanding consumer behaviour and knowing customer is not

simple. Customer may say one thing and do another thing. They may not

be in touch with their deeper motivations.

Also it is very important for any organization to analyze the

opportunity. It is must for organization to convert challenges in to

profitable opportunity for analyzing marketing opportunities and

formulating effective marketing strategy, an understanding of the relating

market is necessary. Since market consists of buyers, it is the behaviour

of buyers that central to an understanding of markets. Buyer is the king of

the market. Every organization is aim to satisfy the need of the

consumers. So that it is important to buying of the customer.

Consumer behaviour:-

Consumer behaviour explain how the individual consumers, group

of the consumers and organization select, buy, use, and dispose of goods,

and services to satisfy their needs and wants.

1 Models of the buying behaviour:-

Different models of the buying behaviour will help the

organization to understanding the buying behaviour of the consumers.

There are number of various items and the consumers consume number

of items. But the basic aim behind the consumption activities is to satisfy

the needs and wants of the consumers. An understanding of need and

processes that influence the consumer behaviour if such needs can help

the marketer in his task. There is not any kind of discipline that provides

different models for understanding these. We will undertake these main

four models.

1 Economical model: Consumer have certain amount of purchasing

power, and a sets of needs and taste, he will allocate his expenditure over

different product at given prices rationally so as to maximize utility.

2 Learning model: This model refers to the consumer’s formation and

satisfaction of needs and tests. They postulate that living organisms have

both innate needs (primary drivers like hunger, trust, sex) and learned

needs (like fear, guilt).

3 Psychoanalytical model: According to psychologist the consumers

who are concerned with personality, human needs and motives operates

at conscious as well as sub-conscious level.

4 Sociological model: Human learns their behaviour from their culture,

subculture, social class, reference groups and group leaders.

Factor that influence the consumer buying behaviour:-

The customer buying behaviour is influenced by the cultural,

social, personal and physiological factors.

Cultural factor have the major impact on buying behaviour of the

person. Cultural background of any person has deep impact on the buying

behaviour. Culture is the fundamental determinant of person’s wants and

behaviour. The culture will determine the need of the person. Different

people from different culture will have their different need according to

their cultural background. The culture factor like nationalization, religion,

racial groups and geographical region have the big impact on the buying

behaviour of the customer.

1 Social factors :-

The customer behaviour is also affected by the social factors.

Different social factors like reference group, family, social roles and

status etc also affect the buying behaviour of the person. The buying

behaviour will be influenced by the groups with whom the person is

directly or indirectly related the buying pattern of the person is also

influenced the family. The family culture of the person has big impact

over the consumption pattern of any person. Also the status of the person

in the society will decide the buying pattern of the customer and the

person will decide his buying pattern according to his social role.

2 Personal factors :-

The buyer’s decision is also influenced by the personal factors. The

personal factors will decide the buying behaviour of the persons. The

consumption pattern of the person will be changed according to the stage

of the life cycle also the economic factors also have big impact on the

buying pattern. Economic circumstances affect the consumption of the

products so that the buying behaviour is also affected by the personal

factors.

3 Psychological factors :-

A person buying choice is also influenced by the major

psychological factors motivation, perception, learning and beliefs and

attitude, motivation is considered as one of the most important factor that

has major impact on the buying behaviour of the person. If the person

will be motivated then he will be influenced to satisfy his needs and

wants which led to influence his behaviour. Also the perception of the

person will also motivate the behaviour of the person. And beliefs and

attitude will also have big impact on the buying behaviour of the person.

The belief and the attitude of the person will decide the buying pattern of

the person.

2 Consumer buying process:

Let’s see the customer buying process by which it satisfies its

needs and wants. There are number of stages are involved into the

customer buying process. The stapes involved into the customer buying

process can explain as below.

4 Problem reorganization:

The buying process starts with problem reorganization or need.

The need can rise by internal or external stimuli. The internal stimuli

involve general need of the person’s like hunger; thrust etc. and the

person will be motivated to satisfy that need. And the need that will be

aroused by external factors known as external stimuli.

The marketer should try identifying the circumstances that raise the

need of the customer. The marketer should collect the information from

the different sources and it can develop marketing strategies that increase

the customer interest.

5 Information search:

There are number of sources for collecting information. Once the

person will be aroused, he will try to collect more and more information.

Different sources for collecting the information are,

Personal source - (family, friend, neighbour)

Commercial source - (advertising, salesperson, displays)

Public source - (mass media, consumer-rating

organization)

Experimental source - (hoardings, examining, using the

product)

6 Evaluation of alternatives:

At this stage the consumer will evaluate the different alternatives

available to him. This is very difficult stage in the buying process.

1 Purchase decision:

Now the buyer will take decision weather he should buy the

products and services or not. This is also an important step of the buying

process.

2 Post purchasing designation:

After purchasing the goods or services the person will experience

some degree of satisfaction. If the person will be satisfied then he will use

the same product next time and if he will not satisfied then he will not go

for the same.

RESEARCH METHODOLOGY

Research Definition:

Research is a process of systematic and in-depth study or search for

any particular topic, subject by collection, compilation, presentation and

interpretation of relevant details or data.

Research refers to a search of knowledge. It is a scientific and

systematic search for pertinent information on a specific topic.

Original contribution to the existing socks of knowledge making for its

advancement.

It is an art of scientific investigation.

Movement from known to unknown.

Voyage of discovery.

Research Types:

1. Descriptive Research.

2. Exploratory Research.

3. Analytical Research.

4. Applied Research.

5. Fundamental Research.

6. Quantitative Research.

7. Qualitative Research.

8. Conceptual Research.

9. Empirical Research.

The main aim of the project was to find out the market share of

Scooteretees and it’s competitors with reference to Kota (Rajasthan). The

opinions of the customers were taken by visiting various places and

information was collected from the customers.

Research Process:

1. Define Research problem.

2. Review the literature.

3. Formulate Hypotheses.

4. Design research (Including sample design).

5. Collect data (Execution).

6. Analyze data.

7. Interpret and report.

8. Conclusion.

Data Collection:

Data collection is the heart of all marketing research. It is an

elaborate process through which the researcher makes a planned search

for all relevant data and gathers the entire data required for the

assignment.

Primary data source:

1. Observation

2. Interview:-

Mail interview

Personal interview

3. Questionnaire:

The project was started from the questionnaire. The questions are

asked to respondents about their experiences towards product of

scooteretees and other competitors. The survey was conducted to know

the market potential and market share for Scooteretees segment.

Questionnaire contains both open ended and close ended questions.

Secondary data source:

1. Internet:

2. Newspapers

3. Dealer’s previous records

Sampling method:-

1. Probability/Random sampling method

2. Non-probability sampling method

For research purpose of project researcher selected the Probabilistic

sampling. The population for our project was very large, it was not

possible to meet every one so researcher select Simple Random sampling.

Researcher had covered the Kota city.

Sample size:-

As considering the coverage of researcher takes the sample size as

about 200 and divided this sample in equal strength to give same

weightage for all area.

Statistical technique used:-

Here I have used Bar chart.

Scaling technique used:-

For this purpose I have used different response of the customers

like- Excellent, Satisfied, Not Satisfied. Other response is Good, Poor,

Can’t say.

PRODUCTS AND SERVICES:

Scooty:

1 TVS Scooty EX (60cc)

2 TVS Scooty KS (60cc)

3 TVS Scooty Pep (75cc)

4 TVS Scooty Pep+ (90cc)

5 TVS Teenz (60cc)

6 TVS Scooty Streak (90cc)

Scooteretees :

1 Activa (125cc)

2 Dio (102cc)

3 Pleasure (100cc)

4 Wave (100cc)

5 Cristal (100cc)

6 Access (125cc)

DISTRIBUTION NETWORK:

TVS Company has 550 dealers and over 2500 authorized service

centers in all over India.

Information search:

Personal source - (family, friend, neighbor)

Commercial source - (advertising, salesperson, displays)

Public source - (mass media, consumer-rating

organization)

Experimental source - (hoardings, examining, using the

product)

MAJOR SCOOTERETEES PLAYERS IN INDIA:

BAJAJ

HERO HONDA

TVS MOTORS

SUZUKI

HONDA

DATA ANALYSIS AND INTERPRETATION

Q.1 Do you have any scooteretees?

Yes No

165 35

COMMENTS:

1. The above chart indicates that 165 respondents out of total 200

respondents have scooteretees.

2. Also the chart explains that 35 respondents do not have

scooteretees.

If Yes, then

which company’s scooteretees you have?

TVS Honda Hero-honda Bajaj Others

60 45 30 20 10

COMMENTS:

1. In market of kota (Rajasthan) TVS is the market leader. Out of 200

total respondents which I have interviewed having scooteretees of

all company’s.

2. After TVS most of the respondents have Scooteretees of Honda.

Out of 165 total respondents 30 respondents have Scooteretees of

Hero Honda.

3. 10 respondents have Scooteretees of Others Motors.

If NO:

Would you wish to purchase any Scooteretees in future?

Yes No

25 10

COMMENTS:

1 As can be seen from the graph that out of the respondents who said

they don’t have scooteretees 25 say yes they want to purchase

scooteretees in future and 10 say no they don’t want to purchase

Scooteretees in future.

Q.2 If Yes,this

Which company’s scooteretees you will prefer to purchase ?

Scooty

pep+

Activa Pleasure Wave Others Total

10 7 4 3 1 25

COMMENTS:

1 In above chart major of the respondents want to purchase

Scooty Pep+(10).

2 Also the chart indicates that secondly the respondent want to

purchase Activa (7)

3 Third emphasis has been given to Pleasure (3).

4 Tree respondents want to purchase scooteretees of Wave.

5 One respondent gave emphasis to other scooteretees

companies.

Q.3 Which salient features of the scooteretes influence you most?

Style Price Performance

Mileage After sale service

Resale value

40 25 35 30 20 15

COMMENTS:

1. 20 respondents gave weightage to Brand name.

2. 30 respondents gave weightage to Uniqueness of the

scooteretees.

3. Amoung Young Women want good reliability from their

scooteretees that’s why 35 respondents gave weightage to

reliability.

4. 25 respondents are influenced by saving of price of the

scooteretees.

5. 15 respondents gave weightage to Brand ambassadors.

6. 40 respondents say that they weightage to from Credit/Loan

facility of the scooteretees.

Q.4 Whom do you involve in your purchase decision of a

scooteretes?

Family members

Relatives Friends Colleagues Others

60 40 30 25 10

COMMENTS:

1. With the help of above graph we can say that most of the people

involve family members in their purchase decision of two

wheelers. 60 respondents involve their family members in their

purchase decision.

2. 40 respondents say that they involve relatives in their purchase

decision.

3. 30 say that they involve friends in their purchase decision.

4. 25 respondents say that they involve colleagues in their

purchase decision of scooteretees.

5. say that they involve others in their purchase decision.

Q.5 How you come to know about the details of the vehicles?

Friends &

relatives

Press Advertisements

TV Advertisement

Showroom visit

Radio Advertisement

Banners & Hoardings

45 30 35 25 10 20

COMMENTS:

1. With the help of graph we can evaluate that in the details

number of friends & relatives are highest.

2. From the graph secondly we can evaluate that 35 respondents

from this knowledge are TV advertisments .

3. 30 respondents are from thie vehicles knowledge Press

advertisement.

4. 25,20 &10 respondents are from knowledge this vehicles

Showroom visit,Banners & Hoardings and Radio advertisement.

Q.6 Do the advertisement of scooterates vehicles affect your buying

decision?

Yes No

105 60

COMMENTS:

In market of Kota among young women are highly influenced by

advertisements. Out of total 165 respondents 105 says that they are

influenced by advertisements.

If yes, then

Which type of advertisement affected in your purchasing decision

Press

Advertisement

T.V.

Advertisement

Radio

Advertisement

Banners &

Hoardings

30 40 15 20

COMMENTS:

1. By the help of above graph we can evaluate that 40 respondents

are affected in TV advertisement in purchasing decision of their

scooteretees.

2. 30 respondents are say Press advertisement in purchasing of

scooteretees.

3. People want good resale value of their scooteretees. And 20

&15 respondents are say Banners & Hoardings in purchasing of

their scooteretees.

Q. 7 Will you repurchase this scooteretees?

Yes No

70 95

COMMENTS:

1. Most of the 95 respondents say that they are not satisfied with their

repurchasing scooteretees.

2. Remaining 70 respondents are satisfied with their repurchasing

scooteretees.

Q.8 What came to your mind when you thought about purchasing

scooteretees?

Brand Name

Uniqueness Reliability Saving of

petrol

Brand Ambassadors

Credit/loan facility

20 30 35 25 15 40

COMMENTS:

1. 20 respondents gave weightage to Brand name.

2. 30 respondents gave weightage to Uniqueness of the scooteretees.

3. Amoung Young Women want good reliability from their scooteretees that’s why 35 respondents gave weightage to reliability.

4. 25 respondents are influenced by saving of price of the scooteretees.

5. 15 respondents gave weightage to Brand ambassadors.

6. 40 respondents say that they weightage to from Credit/Loan facility of the scooteretees.

Q.9 Please rate the following attributes on the basis of overall

performance of scooteretes?

Appearance Power Pick-

up

Battery

life

Safety Cost Seating Luggage

space

Benefits/

Schemes

Warranty After

sales

services

Mileage

22 13 15 10 8 9 18 14 20 8 11 17

COMMENTS:

1. Above graph indicates that out of total 200 respondents which I

have interviewed among young women.

2. With the help of above graph we can evaluate that out of total

attributes of overall performance of scooteretees users in

Appearance 22, Power 13, Pick-up 15, Battery style 10, Safety 8,

Cost 9,Seating 18, Luggage space 14, Benefits/Schemes 20,

Warranty 8, After sale services 11 & Mileage 17 among young

women are satisfied.

Q.10 Any other information you would like to provide?

Yes No

100 65

COMMENTS:

1 As can be seen from the graph that out of the respondents who said

they have any other information like to provide 100 say yes and 65

say no they don’t have any other information like to provide

LIMITATIONS OF THE STUDY

The research area was very limited and the market area is very

vast.

It became very costly and time consuming to cover all the

market.

Market of Kota (Rajasthan) is very vast and the time-limit

didn’t allow me to cover all the areas of the market.

Unwillingness of respondents to answer all the questions.

Results of the project are based on feedback which might be

biased.

FINDINGS

1. The findings of project are as follows:

2. The among young women have interviewd they say are satisfied.

3. The young women are more in 18 to 24 age group and less in 25 to

30.

4. Number of customers in Income group 5000 to 10000 is more and

it is less in income group above >15000.

5. It is observed that female customers are more in students and house

wives category but less in profession class.

6. It is observed that the customers are eager to get Scooty pep+

products for their outstanding services but because of less resale

value they prefer competitor’s products.

7. Scooty pep+ is liked by the customers and this scooty is giving

good competition to its competitor Honda Activa but customers

want better after sales services for these scooteretees.

8. Scooteretees should have better distribution network and adequate

maintenance services.

9. Scooty pep+ is highest revenue generating vehicle for TVS Motors.

10.Customers get good sales and services from the dealers as they

( dealers ) share good intimacy with the company.

11.It is observed that students prefer style and performance more and

business class people prefer performance and mileage while

selecting any scooteretees.

SUGGESTIONS

1. Scooteretees should concentrate more and more on the age group

of 18 to 24 in order to grow the market share . Because in this age

group the number of potential customers are more than other age

groups.

2. In my study I observed that the company’s showrooms are not up

to mark in terms of infrastructure and interior compare to the

competitors.TVS Company should concentrate more on the

facilities and interior of the TVS company showrooms.

3. Scooteretees should gave more and more advertisements through

television and news paper. Hoarding and banners can also be the

good modes of advertisements.

4. All company’s scooteretees should create a good brand image in

the market to attract the new age customers and the high sales of

Scooty Pep+ is resale value.

5. The petrol prices increasing day after day so the company needs to

develop scooty pep+, which give good mileage and high power &

speed, so TVS company should also concentrate on both sides.

6. Availability of the product is very important part. During my

project study program I found that Buying behaviour about among

women was available in many colors and customers move to

competitor’s brand.All Company’s should concentrate on the

availability of the product because it is most important part & if

product is not available it gives a bad impact on customer’s mind.

7. In my project study programe I found that All scooteretees is liked

by the customers and is giving good competition to its competitors

like Hero Honda-Pleasure and Honda-Activa,Dio. So TVS

scooteretees should give more concentration on this product.

CONCLUSION

In the conclusion we can say that TVS Company in new product of

scooty pep+are doing well and performing well in the market. TVS

Company should concentrate more and more on new product and new

innovations.

Consumer buying behaviour is now changing. Now consumers

want style and power in the scooteretees along with mileage. All the

consumers are involving their family members in their buying decision of

any scooteretees. Today children are playing vital role in buying decision

of any individual. Now children are the best influencers for the people

who want to purchase the Scooteretees.

People like scooty pep+ product in terms of performance and

maintenance & secondly have good Resale value in the market people are

preferring Honda, Herohonda and Bajaj. The Company’s should create

good image in the minds of customers by giving more and more ads

through TV and Newspaper. And the company should also create good

relationship with the customers through dealers so that the image all

Company’s can improve.

Company has second position in the market and to increase the

market share they should come up with new products. As the competitors

are doing since a long time. Now Scooteretees coming with new products

and they are performing well in the market. Company has a strong

position in female customers and their Scooty pep+ is the most revenue

generating product for them so they should concentrate more and more on

that segment. They have highest market share in this segment.

BIBLIOGRAPHY

Magazine

Moto World

Over Drive

Indian Auto

Books

Research methodology – By C. R. Kothari (2nd edition)

Marketing Management - By Philip Kotler (11th edition and Millenium

edition)

Web- sites

www.google.com

www.wekipedia.com

www.fastdrive.com

www.surfindia.com

www.autoworld.com

QUESTIONNAIRE

Name of Respondent ………………………………………….............................

Age group (1) 18 - 24 (2) 25 -30

Occupation………………………………

Address…………………………………………………………………….

......................................................................................................................

Income group (1) 5000 - 10000 (2) 10000 - 15000 (3) >15000

Q.1 Do you have any Scooteretees?

Yes

No

If yes, then

Which company’s Scooteretees you have?

(1) TVS

(2) Honda

(3) Hero-Honda

(4) Bajaj

(5) Others

If no,

Would you wish to purchase any Scooteretees in future?

Yes

No

Q.2 If Yes, this

Which company's Scooteretees you will prefer to purchase ? (1) Scooty Pep+

(2) Activa

(3) Pleasure

(4) Wave

(5) Others Q.3 Which salient features of the Scooteretees influence you most?

(1) Style

(2) Price

(3) Performance

(4) Mileage

(5) After sale service

(6) Resale value

(Kindly put rank )

Q.4 Whom do you involve in your purchase decision of a Scooteretees?

(1) Family members

(2) Relatives

(3) Friends

(4) Colleagues

(5) Others

Q.5 How you come to know about the details of the vehicle ?

(1) Friends & Relatives

(2) Press advertisements

(3) TV advertisements

(4) Showroom visit

(5) Radio advertisement

(6) Banners & Hoardings

Q.6 Do the advertisement of Scooteretees vehicles affect your buying decision ?

Yes

No

If yes, then

Which type of advertisement affected in your purchasing decision ?

(1) Press advertisment

(2) TV advertisment

(3) Radio advertisment (4) Banners & Hoardings advertisment

Q.7 Will you repurchase this scooteretees ?

Yes

No

Q.8 What came to your mined when you thought about purchasing scooteretees?

(a) Brand name

(b) Uniqueness

(c) Reliability

(d) Saving of petrol

(e) Brand ambassadors

(f) Credit / loan facility

(Kindly put ranks)

Q.9 Please rate the following attributes on the basis of overall performance of scooteretees.

S.No.

Attributes 1 2 3 4 5 6 7

1. Appearance2. Power3. Pick-up4. Battery life5. Safety6. Cost7. Seating8. Luggage space9. Benefits/

Schemes

10. Warranty11. After Sales

Services

12. Mileage

Q.10 Please give 3 important reasons for choosing this vehicle ?

1 ......................................................................................

2 ......................................................................................

3 ........................................................................................

Q.11 Any other information you would like to provide :

……………………………………………………………………………

……………………………………………………………………………

………………………………………………..............................................

ANNEXURE