Consumer Behaviour Towards Tvs Star City

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS STAR CITY

CHAPTER-1 Introduction To

Company

Company profile History Product profile

COMPANY PROFILE When it comes to introduction of new models in automobiles, more specifically the two-

P.G. DEPARTMENT OF MANAGEMENT STUDIES


wheeler industry the name of TVS scores for above the others. Today it stands first in

manufacturing of two-wheelers.

TVS GROUP

The TVS Group is one of the India's largest industrial conglomerates. TV Sundaram

Iyengar and sons limited, established in 1911, are the parent and holding company of the

TVS Group. The largest automobile distribution company in India, TV Sundaram and sons

has an annual turnover exceeding US$ 450 million (over Rs.16000 million). With a work

force of over 5000, TV Sundaram and sons limited operates through the three following

divisions:

TVS

Sundaram Motors

Madras Auto Service

With steady growth, expansion and diversification, today TVS commands a strong

presence in various fields-two-wheelers, automotive components, automotive spares,

computer peripherals and finance.

TVS MOTORS COMPANY

TVS Motor Company Limited, part of the TVS Group, is one of the India's leading

two-wheeler manufacturers. With a turnover of over Rs.2800 corers (USD 574.94 million),

the company manufactures a wide range of motorcycles, scooters, mopeds and scooterette.

Little wonder, it boasts of more than 9.5 million happy customers. In 1984 TVS Motor

Company was called IND-SUZUKI, which was equity participation between TVS Group of

India and SUZUKI motor. Later in 1987, both T.V.Sundaram Iyengar and Clayton Limited

merged and become TVS-SUZUKI Limited. At first it was manufacturing 100 cc

Motorcycles but the pioneering effort of TVS-SUZUKI in moped segment is equally

impressive. Through an amicable agreement the two companies parted ways in September

2001.



HISTORY:

TVS Motor traces its origins back to the entrepreneurial spirit of Trichur Vengaram

Sundaram Iyengar who gave up lucrative careers in the Indian Railways and in banking to


http://en.wikipedia.org/wiki/Indian_Railways

http://en.wikipedia.org/wiki/T._V._Sundaram_Iyengar

http://en.wikipedia.org/wiki/T._V._Sundaram_Iyengar


set up his own business. He began with Madurai's first bus service in 1911 and founded

T.V.Sundaram Iyengar and Sons Limited, a company that consolidated its presence in the

transportation business with a large fleet of trucks and buses under the name of Southern

Roadways Limited.

When he died in 1955 his sons took the company ahead with several forays in the

automobile sector, including finance, insurance, and manufacture of two-wheelers, tyres and

components. The group has managed to run 33 companies that account for a combined

turnover of nearly $3 billion.

AWARDS:

TVS Motor won the Deming Application Prize in 2002, becoming the first and only

Indian two-wheeler company to win the award given to companies that do

outstanding work in the field of Quality Management. It is considered to be one of

the world's most prestigious quality awards

The same year, the work done for the TVS Victor motorcycle won TVS Motor the

National Award for successful commercialization of indigenous technology from the

Technology Development Board, Ministry of Science & Technology, and

Government of India.

In 2004, TVS STAR CITY won the 'Outstanding Design Excellence Award' from

Business World magazine and the National Institute of Design, Ahmadabad.

The effective implementation of Total Productivity Maintenance practices won

TVS Motor the TPM Excellence Award given by the Japan Institute of Plant

Maintenance in 2008.

The Sources of Strength at TVS are

Resilience

Hard work directed by logic

Courage

Grabbing Opportunity


http://en.wikipedia.org/wiki/Madurai


All Pervasive Passion for being good

CORPORATE STRUCTURE

Managing Director : Venu Srinivasan

Board of Directors : R. Rama Krishnan, K.S.Bajpai

President : K.N.Radha Krishnan

Vice President-Finance : S.G.Murali

Secretary : K.S.Srinivasan

MISSION:

TVS Motors company mission they are committed to being a highly profitable,

socially responsible, and leading manufacturer of high value for money, environmentally

friendly, lifetime personal transportation products under the TVS brand, for customers

predominantly in Asian markets and to provide fulfillment and prosperity for employees,

dealers and suppliers.

VISION:

Driven by the customer TVS Motor will be responsive to customer requirements

consonant with its core competence and profitability. TVS Motor will provide total customer

satisfaction by giving the customer the right product, at the right price, at the right time.



DISTRIBUTION NETWORK:

Distribution is crucial aspect for each and every company. With a strong sales and

service network of 500 Authorized Dealerships, 1018 Authorized Service Centers and over

864 Certified Service Points, TVS is growing from strength to strength. The vast network of

TVS in the country, besides providing on the spot service also ensures availability of genuine

spare parts. It ensures that TVS customers get required service attention a genuine spare part

even in most remote areas.

MARKET SHARE:

Today TVS Motor Company has the largest market share in the moped category with

a whopping 65.3% and is also the undisputed leader in the scooterette segment with 34.3%

share. It also holds 17.5% market share in mortar cycles. TVS Motor is one among the top

two-wheeler manufacturers in India and one among the top five two-wheeler manufacturers

in Asia.

SALES:

Motorcycle sales record 12% growth over May 2004. TVS Motor Company’s two

wheeler sales in June 2004 stood at 91945 units compared to 92093 units, during the same

period last year. The company recorded a growth of 12 % in motorcycles over May 2004 -

48159 units in June 2004 as against 43180 units in May 2004. The two stroke vehicles

continue to be a drag in the sale of motorcycles in 2004. However, the launch of Victor GLX

and the scheduled launch of Max 4-stroke are expected to arrest this declining growth trend.



EXPORTS:

TVS has been a very active player in the export market. Many countries were

attached towards TVS products due to their unique performance. It makes its major exports

to Srilanka, Nepal, South America, Africa, etc.

REASERCH AND DEVELOPMENT:

The R&D is the backbone of TVS Motor Company. The core of TVS is its R&D

Center. TVS R&D currently has over 400 engineers in product development with over 70

specialists with Post Graduate Qualifications. The company also works in close conjunction

with world-class institutes and labs like AVL-Austria, Warwick University, U.K., FEV-

Germany, Orbital, Australia, IITs, etc. To keep abrest of International trends in technology

and design, TVS Motor Company's R&D facilities are equipped with state of art software

like 100 CAD work stations with Pore, ALIAS & CATIA for the Industrial design and

ADAMS for vehicle dynamics, etc. The company plan to spend about 4% of its turnover for

R&D and product development in the coming year.

MILESTONES

Launched TVS 50, India's first 2-seater 50 cc Moped in Aug 1980.

First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sep 1984.

Launched India's first indigenous Scooterette, TVS Scooty in June 1994



Introduced India's first catalytic converter enabled motorcycle, the 110 cc Shogun in Dec

1996.

Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.

Launched India's first high performance moped - the TVS XL Super, with a 70 cc engine

in Nov 1997.

Launched Victor in Aug 2001, a world-class 4-stroke 110 cc motorcycle.

Launched Central in Jan 2004, a world-class 4-stroke 100 cc motorcycle with VT-I

Engines for best-in-class mileage.

Launched TVS STAR CITY

PRODUCT PROFILE

TVS Star City

Dhoni endorses this. TVS launched an upgraded version of its popular 110cc motorbike, the

TVS Star City in early 2012. Since then, the bike has apparently been voted India’s number 1

110cc bike; at least according to the company’s website. Star City comes with decent

features for a 110cc bike – electric start, a 2-way adjustable rear shock absorbers and a better


http://mileageinfo.com/tvs-star-city/


quality engine. The focus though has been on the exterior graphics and the ‘macho look’.

TVS Star City is available at a price of Rs. 44,325 (ex-showroom, Chennai).

TVS Star City Mileage Claim

If official claims are true, this is a dream bike for those of you looking for extremely high

mileages. The official mileage claimed by TVS for Star City is 83.9 kmpl. Compare this with

the 60 kmpl claim for Hero Ignitor, 72 km/l for Honda Dream Yuga and 65-70 from Bajaj

Discover – all bikes in the 110-125 cc range. Does Star City really live up to the claim? Let’s

see.

User Reviews on Mileage

There are a few TVS Star City 2012 models put up on sale on Olx. If you look at the mileage

claimed by the owners of these bikes, a couple of them have their bikes clocking between

60-65 kmpl while one owner claims 81 kmpl.

On a forum thread on XBhp.com, several users have shared their experiences with owning a

2012 model of TVS Star City 110cc. While one customer says he regularly sees 70 kmpl,

other users have reported varying mileages like 65 kmpl, 75kmpl and 58 kmpl. Do note that


http://mileageinfo.com/bajaj-discover-125-st/

http://mileageinfo.com/bajaj-discover-125-st/

http://mileageinfo.com/honda-dream-yuga/

http://mileageinfo.com/hero-ignitor-125cc/

http://mileageinfo.com/wp-content/uploads/2012/11/2012-TVS-Star-City-MileageInfo.jpg


users don’t always report mileage on standard circumstances. If you are riding another person

in pillion, the mileage is sure to get lower. In any case, from the reviews on XBHP, the

mileages can be anywhere between 65-75 kmpl on an average. That’s not too bad.

Considering that this is a bike that is still less than a year old in the market, we do not have

too many reviews of the bike yet. Not too many reviews still carry personal experiences with

bad mileage which could possibly indicate that most users are happy with the fuel efficiency

they are seeing on the bike. Here is a summary of the mileages customers from various

websites have reported. This is the closest to what you may notice on your own purchase.

TVS Star City

EngineEngine 4 Stroke, Single Cylinder, Air Cooled, OHCDisplacement 109.7 cc Bore and Stroke 53.5 X 48.8Compression Ratio 9.8:1Max. Power 8.29 PS (6.1 KW) @ 7500rpmMax. Torque 8.1 Nm @ 5000rpmTransmission 4 Speed, constant meshClutch Multiplate, WetIgnition Variable Timing Ignition



Fuel Supply Carburettor VM Type - Kiehin / Spaco

ChassisChassis Type Single Cradle TubularSuspension (Front) Telescopic hydraulic fork (105m travel)Suspension (Rear) Hydraulic with coaxial spring, 2 way

adjustableBrakes Front - 130mm Drum / Rear - 130mm DrumTyres Front - 2.75 X 18 / Rear - 3.00 X 18

ElectricalsBattery 12V, 5AhHead Lamp 35W/35WTail / Stop Lamp 5W/21W

DimensionsSeat Height 785mm Wheelbase 1250mm Ground Clearance 165mm Weight 115 Kg Fuel Tank Capacity 16 Litres Colour(s) Black, Red

CHAPTER-2P.G. DEPARTMENT OF MANAGEMENT STUDIES


Design of study

Need for the Study

Objectives of the Study

Scope for the Study

Methodology Limitations

NEED FOR THE STUDY

Every business enterprise requires vital information to keep alive its day to day

business activities. The nature of information required, differs form situation to situation.

Supposing organization is evaluating its marketing effort. Then marketer has to appraise the

marketing effort and that has to find means of improving it. Then information required is of

consumer research. After the evaluation marketing concept, marketing effort of organization

is channel zed towards target market. So, every organization carried out consumer research to



ascertain the data, regarding target market. The survey consumer behavior is helpful to the

company to know how far the consumers are satisfied with the product and what makes them

to buy and to know what consumer need more from the product. The collected data is helpful

to know changing tastes, preferences, trends in buying behavior of the customer and to make

product improvements.

With the stiff competition coming up at a rapid pace and also due to changing nature

of market, a need was felt by M/s Eswar Autos, Hindupur, to take up a study of the type and

hence intended to conduct a study on consumer behaviour towards TVS STAR CITY.

Thus, the need for the study paved way in performing project work of this kind.

SCOPE FOR THE STUDY:

Taking in to consideration all the theoretical concepts about the consumer behaviour

this study is continued to know the buying process & the factors influencing the

purpose preference only on “STAR CITY”.

The study is conducted with 50 samples at Hindupur.

The respondent behaviour is influenced by their price & preferences.



OBJECTIVES:

To identify the source of awareness.

To know the level of satisfaction and expectations of TVS STAR CITY Users.

To identify the mode of purchasing the TVS STAR CITY.

To identify the purchasing rate among different age groups.

To know Price Attractiveness of STAR CITY.

To find out the specific problems and suggestions from TVS STAR CITY.

To identify the best media to increase the sales.

RESEARCH METHODOLOGY

Methodology is one of the main aspects of every research. It

explains how the researcher has conducted this project. Method refers to the mode or way of

accomplishing the end. Any research should have a methodical systematic procedure to reach

an accurate and clear conclusion.

SIMPLE DESIGN

Type of sampling : Random Sampling

Location : Hindupur

Consumer Sample Size : 50



Instrument for data collection : Questionnaire

DATA COLLECTION

Marketing Research is a systematic Analysis of the Marketing problems. Model

building and facts finding for the purchase of improved decision making in the marketing of

goods and services.

PRIMARY DATA:-

Primary data are the first hand information collected by the researcher for the

immediate purpose of the study. For the present study, structured questionnaire and personal

interview was used to responses from the respondents because of simplicity and reliability.



SECONDARY DATA: -

The secondary information has obtained from the records and reports available at

ESWAR MOTORS. The literature on the subjects has gathered from the journals, books and

reports available from library is made and some of the material has been downloaded from

the internet.

SAMPLE SIZE:

This study is conducted Hindupur Town size taken for evaluating is 50 members.

TOOLS:

The present study contains questionnaire and personnel interview. Wherever

necessary percentages, averages, are used.

LIMITATIONS

In spite of the very best co-operations from all the sides, ambitious efforts of the

researchers every project is bound to have certain limitations.

The study was Limited to Hindupur.

Few users were non co-operative because they could not spare time for filling the

questionnaire.

It was not possible to know the exact expectations of TVS STAR CITY users.



The findings are based on the information giving by the respondents.

The Study is confined only 50 customers hence it cannot be generalized.

The sample selected on random basis. The errors of the sampling technique may attribute

to the present study only.

CHAPTER-3

Introduction

Introduction to Marketing



Consumer Behaviour

INTRODUCTION TO CONSUMER BEHAVIOUR

Consumer Behaviour may be defined as “The Behaviour that consumers display in

searching, using, evaluating and disposing of products and services that they expect will

satisfy their needs.” It refers to the study of how individuals make decisions to spend their

valuable resources. So it is indispensable for the marketers to know the Consumer decision

process.

CONSUMER BUYING PROCESS:

NEED RECOGNITION

The buying process starts when the buyer recognizes a problem or need. The buyer

senses a difference between his own state and desired state. The need can be triggered by

internal stimuli like hunger, thirst, sex or by external stimuli like advertisement, friends,

relative, etc.; the marketer needs to identify the circumstances that trigger a particular need.



INFORMATION SEARCH

The search begins when a consumer perceives that a need might be satisfied by the

purchase and consumption a need might be satisfied by the purchase and consumption of a

product. The recollection of past experiences might provide the consumer the adequate

information on the other hand if the consumer had no prior experience, then he searches the

information in the outside environment. Here environment includes friends, advertising sales

persons, etc

PURCHASE DECISION:

After the evaluation, the Consumer develops the intention either to purchase or reject

the product. The final purchase will however depend on the strength of positive intention

i.e., the intention to buy.

EVALUATION OF INFORMATION:

The marketers is interested in knowing how consumers process the information

gathered during the search process once the interest in the product is aroused, the person

makes final decision using certain evaluative criteria like product attribute, relative

importance of each attribute to the Consumer, Brand image, etc. The evaluation stage

represents the stage of metal trial of the product.

POST PURCHASE DECISION:



After purchase and consumption of a product, consumer experiences some level of

satisfaction or dissatisfaction. The marketer has to study the post purchase attitude of the

consumer to predict their post purchase actions.

FACTORS INFLUENCING CONSUMER

BEHAVIOUR:

Consumers do not make their decisions in a vacuum. Their purchases are highly

influenced by cultural, social, personal and psychological factors. These factors are not

possible to control by the marketer but must be taken into account. We want to examine the

influence of each factor a buyer’s behaviour.

CULTURAL FACTORS:

Cultural factors exert the broadest and deepest influence on consumer behavior we

will look at the role played by the buyer’s culture, sub culture, and social class.

CULTURE:

Culture is the most fundamental determinant of a person’s want and behavior where

as lower creatures are largely governed by instinct, human behavior is largely learned. The

child growing up in a society learns a basic set of values, perceptions, and behavior through a

process of socialization involving the family and other key institution.



SUB – CULTURE:

Each culture contains smaller groups of sub-culture that provide more specific

identification and socialization for its members. Four types of sub-cultures can be

distinguished. Nationality groups are found with in large communities and exhibit distinct

ethnic taste and proclivities. Religious groups with specific cultural preferences and taboos.

Racial groups and geographical areas also affect the consumer behaviour.

SOCIAL CLASS:

Virtually all human societies exhibit social stratification. Stratification sometimes

takes from of a cast system where the members of different castes are reared for certain roles

and can not change their membership. More stratification takes the form of social classes.

Social classes are relatively homogenous and enduring division in a society,

SOCIAL FACTORS:

A consumer’s behavior is also influenced by social factors such as the consumer’s

reference groups, family and social role and statuses.

REFERENCE GROUP:

A person’s behaviour is strongly influenced by many groups. A persons reference

groups and those groups that have a direct or indirect influence on the person’s attitude or

behaviour. Groups having a direct influence on a person are membership group. These are

groups to which the persons belongs and interacts, some are primary groups with there is

fairly continuous interaction, such as family, friends, neighbors and co-owners.

ROLES AND STATUS:

A person participates in many groups throughout life-family club, organizations. The

position in each group can be defined in terms of role and status.



FAMILY:

Members of the buyer’s family can exercise a strong influence of the buyer’s

behavior. The family of orientation consists of one’s parents. From parents a person acquires

an orientation towards religion, politics and economics and a sense of personal ambition,

self-worth and love. A more direct influence on every day buying behavior is ones family

of procreation namely. One’s spouse and children. The family is the most economics and a

sense of personal ambition, self-worth and love.

PERSONAL FACTORS:

A buyer’s decisions are also influence by his or her personal characteristics notable

the buyer’s age and life-cycle stage, occupation, economic circumstances, lifestyle and

personality and self-concept.

OCCUPATION:

A person’s consumption pattern is also influenced by his or her occupation.

Marketers try to identify the occupational groups that have an above average interest in their

products and services.

ECONOMIC CIRCUMSTANCES:

A persons economic circumstances will greatly effect product choice peoples

economic circumstances consists of their use up income, savings and assets, borrowing

power and attitude towards spending versus saving.

PSYCHOLOGICAL FACTORS:



Buyers buying choices are also influenced by major psychological factors. The

following are the individual influence on consumer behaviour.

1. Needs,

2. Motives,

3. Perception,

4. Attitudes, and

5. Learning.

1. NEEDS:

The starting point in the purchase decision is the recognition of a need. The consumer

is typically confronted with numerous unsatisfied needs. Maslow five level hierarchies of

needs are well known is relevant in this context. As each need is fulfilled, another higher

level need arises and demands priority in its satisfaction. Marketers are interested in

psychological needs as they are closely connected to what the product does. Food satisfies

hunger, medicine heal a sick person. Safety needs are insurance and real estate and so on. For

many people refrigerators, cars and air conditioners are status symbols and satisfy the needs

of self esteem, prestige and status.

2. MOTIVES:

A motive is an inner state that directs us towards the goal of satisfying a felt need.

Important buying motives are pride, vanity, fashion, possession, fear safety, love and

affection, economy, curiosity, social approval, beauty and comfort or convenience. These are

the driving forces behind buying behaviour and may be based on psychological wants.

3. PERCEPTION:

Individual behavior resulting from motivation is affected by how we perceive stimuli

perception is the meaning we attribute to incoming stimuli through our five senses. Our

perception of an object of event is the result of the interception of two of factors such as

a) Stimuli factors such as size, color, weight, or shape.

b) Individual factors which are characteristics of individual.



4. ATTITUDE:

Attitudes may be defined as a person’s enduring favorable or unfavorable evaluation,

emotional feeling, pro or cons action tendency towards some object of idea.

5. LEARNING:

Since marketing is as concerned with the process by which consumer decisions

change. Over time as with describing those decisions at on point of time, the study of how

learning takes place is important. Learning may be defined as changes as a result of

experience.

ROLES OF BUYI NG:

People might play many roles in buying decision. Mainly there are five, initiator,

influencer, decider, buyer and user.

INITIATOR: The person who first suggest to go for buying a particular

product or services.

INFLUENCER: A person whose views or advice carries some weight in

making the final decision.

DECIDER: The person who ultimately makes a buying decision or any part of it

– whether to buy, what to buy, how to buy, where to buy.

BUYER: The person who make actual purchase. Buyer may not be consumer.

USER: The person who consumer or uses the product who is also called as

consumer.



CONSUMER BEHAVIOUR TOWARDS STAR CITY

The aim of marketing is to meet and satisfying the target customer needs and want.

Customers Behaviour is the study of the processes involved when individuals or groups

select purchase, use or dispose of product service ideas or experiences to satisfy needs or

desires. Last year saw a dramatic change in the brand personality of Scooty- the Scooterette

brand from TVS. The brand is attempting a makeover to woo the young Indian consumer. In

that process, the brand changed its entire persona to cater to the new target segment. The

change in the brand personality of STAR CITY also reflects its change in its targeting

strategy. The brand is now targeting a much younger consumer. Earlier, Scooty was targeting

lady consumers who were looking for a personal transport to office/college. The brand's

initial communication was catered to young women who just started going to office. The

message of a successful independent woman was the positioning platform adopted by the

brand. The brand also tried to ladder up using “Empowerment “as the core value.

The brand has become much younger, colorful and naughty. This was a drastic

change from the earlier positioning based on style and power. For STAR CITY, the brand

has made it more youthful and colorful by changing the advertising strategy. The brand

campaign features the new age girl with the so-called bold attitude. The brand message is

“Do your own thing, girls ". To support the new positioning, the brand has launched more

colorful variants. Watch the campaign here.

Consumer behaviour is the ongoing process, it has never ends. It reflects the

interaction between the consumer and producer at the time of purchase. It is continuous

process that not only remains at the time of transaction or buying or selling period before this

and after that also. The attitude towards the products before buying is known as pre-purchase

behaviour and response found from consumer after using the product is known as post-

purchase behaviour of customers. In other words we can define it as the process of decision

making of activities that the customer doses at the time of evaluating, acquiring or using

goods and services.



CHAPTER-4Data Analysis



TABLE-1

AGE OF THE RESPONDENTS

Percentage

INFERENCE:

From the above table it is inferred that 60% of the respondents are aged between 15-

30 years, 26% of the respondents are aged between 30-45 years, and 14 % of the respondents

are aged above 45 years. So, it is crystal clear that almost of the respondents are aged in

between 15-30.


Age No. of Respondents Percentage

A 15-30 30 60

B 30-45 13 26

C 45&Above 07 14

Total 50 100


TABLE-2

OCCUPATION OF THE RESPONDENTS

Occupation No. of Respondents Percentage

A Employee 05 10

B Business 12 24

C Student 26 52

D Others 07 14

TOTAL 50 100

EMPLOYEES BUSINESS STUDENTS OTHERS

0

10

20

30

40

50

60

10%

24%

52%

14%

Employees Business Students Others

INFERENCE:

10% of the respondents are Employees, 24% of the respondents are Business, 52% of

the respondents are Students, Others are of 14% in which mainly includes housewives. It is

clear from the table that most of the respondents are Students.

TABLE-3



INCOME GROUP FROM THE

RESPONDENTS

INFERENCE:

Above table shows that 34% of the respondents are people whose income is between

Rs.20000-Rs.30000, 30% of the respondents are of the people whose income is above

Rs.30000, 20% of the respondents are of the people whose income is less than Rs.10000,

16% of the respondents are of the people whose income is between Rs.10000-Rs.20000.

TABLE-4


IncomeNo. of

RespondentsPercentage

A Less than Rs.10000 10 20

B Rs.10000-Rs.20000 08 16

C Rs.20000-Rs.30000 17 34

D Rs.30000 & above 15 30

TOTAL 50 100


SOURCE OF AWARENESS

INFERENCE:

10% of the respondents became aware of the product through T.V, advertisements,

12% of them through Friends, 46% of the respondents through Relatives, 8% of them are

influenced by News paper, 6% of them are through Magazines, 18% of them are influenced

by others like Hoardings etc,.

TABLE-5


Source No. of Respondents Percentage

A Television 05 10

B Friends 06 12

C Relatives 23 46

D Newspaper 04 8

E Magazine 03 6

F Others 09 18

TOTAL 50 100


FACTORS INFLUENCED THE PURCHASE

INFERENCE:

20% of the respondents were influenced by Company, 16% of them were influenced

by Users, 16% of them were influenced by Dealers, and 26% of them were influenced by its

unique style and 22% by Special features. So, it is clear that most of the respondents have

been influenced to STAR CITY because of its unique style.

TABLE-6

VIEWERS OF STAR CITY


FACTORSNo. of


A Company 10 20

B Users 08 16

C Dealers 08 16

D Unique Style 13 26

E Special Features 11 22

TOTAL 50 100


ADVERTISEMENTS

INFERENCE:

From the above table it implies that, 66% of the respondents have rated that, they

have rated that have viewed TVS STAR CITY advertisement and 34% of the respondents

have rated that, they have not viewed the advertisement of TVS STAR CITY.

TABLE-7

POPULARITY


ParticularsNo. of


A Yes 33 66

B No 17 34

TOTAL 50 100


INFERENCE:

54% the respondents have rated that TVS STAR CITY need more popularity and

46% of the respondents rated that TVS STAR CITY does not need more popularity.

TABLE-8

MEDIA TO INCREASE SALES


ParticularsNo. of


A Yes 27 54

B No 23 46

TOTAL 50 100


INFERENCE:

42% of the respondents have rated that TVS STAR CITY need more popularity in

Television, 18% of them have rated that TVS STAR CITY needs more popularity in Newspaper,

12% of them have rated that TVS STAR CITY needs more popularity in Hoardings, 28% of them

have rated that TVS STAR CITY needs more popularity in Brand Ambassador.

TABLE-9

MODE OF PURCHASE


MediaNo. of


A Television 21 42

B Newspaper 09 18

C Hoardings 06 12

DBrand

Ambassador14 28

TOTAL 50 100


Mode of Purchase No. of Respondents Percentage

A Cash 27 54

B Bank Credit 09 18

C Finance 08 16

D Installment Credit 06 12

TOTAL 50 100

INFERENCE:

Above the table infers that 54% of respondents prefer cash as mode of payment while 18%

prefer on bank credit.

TABLE-10

PRICE JUSTIFICATION

Level of Justification

No. of Respondents

Percentage


0

10

20

30

40

50

60

54%

0 0 0

0

18%

0 0

0

0

16%

0

0

0 0

12%

Cash Bank Credit Finance Installment Credit


A Highly Justified 25 50

B Justified 16 32

C Not Justified 09 18

TOTAL 50 100

INFERENCE:

50% of the respondents have rated that price of the STAR CITY is highly justification for

the value they got, 32% of them have rated that price of the STAR CITY is justified for the value

they got and 18% of them have rated that, they are not justified for the value they got from price of

STAR CITY.

TABLE-11

PRICE ATTRACTIVESNESS

Price AttractiveNo. of




A Most Attractive 06 12

B Moderately Attractive 25 50

C Least Attractive 19 38

TOTAL 50 100

INFERENCE:

12% of the respondent have related that price of the STAR CITY is highly attractive, 50%

of them have rated that price of the STAR CITY is Moderately attractive and 38% of them have

rated that, price of the STAR CITY is Least attractive.

TABLE-12

LEVEL OF PERFORMANCE

Level of Performance

No. of Respondents

Percentage

A Low Performance 04 08



BModerate

Performance20 40

C High Performance 26 52

TOTAL 50 100

INFERENCE:

From the above table we can elicit that 52% of the respondents have high level of

performance of TVS STAR CITY while 40% of the respondents have Moderate level of

performance, and just 8% of the respondents have Low level of performance. It is evident that

many respondents have High level of performance.

TABLE-13

SATISFACTORY TEST

Satisfactory TestNo. of


A Performance>Expectations 13 26



B Performance=Expectations 32 64

C Performance<Expectations 05 10

TOTAL 50 100

INFERENCE:

26% of the respondents have greater expectations than the actual performance, 64% of the

respondents have equal expectations to the actual performance of the STAR CITY and only just

10% of the respondents have low performance than their expectations.

TABLE-14

FEATURES OF STAR CITY

Not Satisfact

ory

Satisfactory

Partially Satisfact

ory

Highly Satisfac

toryTotal

A)Mileage 07 26 12 05 50

B)Pick-up 06 06 19 19 50

C)Performan 0 11 21 18 50



ce

D)Road grip 10 13 20 07 50

E)Brakes 07 14 16 13 50

F)Style 0 02 14 34 50

G)Cold-start 20 13 07 10 50

H)Riding Pleasure

0 13 08 29 50

I)Maintenance

02 16 12 20 50

05

101520253035

Not Satisfactory SatisfactoryPartially Satisfactory Highly Satisfactory

INFERENCE:

Above table reveals that 68% of the respondents are fully satisfied regarding style, 58% of

the respondents are fully satisfied regarding riding pleasure, 40% of the respondents are fully

satisfied regarding maintenance, 38% of the respondents are fully satisfied regarding pick-up, 36%

of the respondents are fully satisfied regarding performance, 26% of the respondents are fully



satisfied regarding brakes, 20% of the respondents are fully satisfied regarding cold-start, 14% of

the respondents are fully satisfied regarding road grip, 10% of the respondents are fully satisfied

regarding mileage.

Table-15

RATINGS REGARDING THE VARIOUS

ASPECTS OF DEALER



Particulars Agree Neutral Disagree Total

A. Service 40 05 05 50

B. Availability of spares 20 21 09 50

C. Price 10 25 15 50

D. Service Time 15 20 15 50

E. Overall dealers service 25 13 12 50

A. Serv

ice

B. Ava

ilabilit

y of s

pares

C. Pric

e

D. Serv

ice Ti

me

E. Ove

rall d

ealer

s serv

ice0

5

10

15

20

25

30

35

40

INFERENCE:

From the above table, we came to know that most of the customers expect best service

from the dealer, 20 agree that availability of spares .



CHAPTER-5 Findings & Suggestions

Findings Suggestions Conclusions

KEY FINDINGS

Majority of the respondents who are aware of TVS STAR CITY came to know about

it through advertisement and Friends/Relatives.

Majority of the customers were extremely satisfied with Style/Look and Comfort.

Most of the respondents have purchased TVS STAR CITY on cash payment.



60% of the respondents belong to the age group of 15-30, in which most of the

respondents are Students.

Price has been considered justified for the value they got.

The main complaint encountered with Dealer is, many colors are not available in the

showroom.

42% of respondents feel that television is the best media to increase sales.

SUGGESTIONS:

Most of the respondents are facing problem with cold start of the vehicle. 45% of the

STAR CITY users are not satisfied with cold start. It should be improved.

Mileage is to be improved.



Customers complained of non-availability of different colours of Scotty Pep at the

dealer. So the dealer should be provided with adequate number of colors.

Strong distribution network has to be build to meet the needs of both urban and rural

customers.

CONCLUSION:

As there is tight competition due to the entry of new brands, sale of STAR CITY

drastically coming down. Hence STAR CITY should train its personnel especially in

marketing field and higher regard should be given the customers to improve the sales.

Advertisements have been ranked as an important influencing factor; hence

communication strategy must be targeted towards the customers.



Advertisements should always highlight satisfied STAR CITY customers.

Today competitors are the kings in the market. Company should try to satisfy

customer by giving good products to them. Always companies should try to use different

strategies to satisfy the customer.

If all this is taken care of, the new millennium will see TVS MOTORS as a

top sealing company. I wish them all the best.

ANNEXURE

Questionnaire Bibliography



CUSTOMER SATISFACTION TOWARDS

STAR CITY

1. Name : ……………………..

2. Gender: Male Female

3. Age:

a. 15-30 b.31-45 c. 46 & above

4. Occupation:

a. Business b. Employee

c. Student d. Others



5. Income Group:

a. Less than Rs.10000 b. Rs.10000-Rs20000

c. Rs.20000-Rs.30000 d. Rs.30000&above

6. How do you come to know about STAR CITY?

a. Television b. Friends

c. Relatives d. Newspaper

e. Magazine f. Others

7. May I know, what make you to purchase STAR CITY?

a. Company

b. Users

c. Dealers

d. Unique Style

e. Special Features

8. Have you seen STAR CITY advertisement?

Yes No

9. Do you feel that STAR CITY needs more popularity?

Yes No



10. In your opinion, which could be the best media to increase the sales?

a. Television b. Newspaper

c. Hoardings d. Brand ambassador

11. Specify the mode of purchase of your vehicle?

a. Cash b. Bank Credit

c. Finance d. Installment Credit

12. To what extent the price is justified for the value you got?

0 20 40 60 80 100

13. To what extent the price is attractive?



-2 -1 0 1 2

14. Indicate the performance of your vehicle on the 5 point scale?

1 2 3 4 5

15. Satisfactory test:

a. Actual performance of streak is > your expectations

b. Actual performance of streak is = your expectations

c. Actual performance of streak is < your expectations

16. Tick the following features of STAR CITY:

Particulars 1 2 3 4

a. Mileage

b. Pick Up

c. Performance

d. Road Grip

e. Brakes

f. Style

g. Cold-start



h. Riding Pleasure

i. Maintenance

Here 1 is Not Satisfactory 2 is Satisfactory

3 is Partially Satisfactory 4 is Highly Satisfactory

17. Please rate your opinion towards the Dealer:

Particulars Agree Neutral Disagree

a. Service

b. Spares

c. Price

d. Service Time

e. Overall Service

18. Do you have any Expectations regarding dealer?

…………………………………………………………………

19. Would you like to give any Enhancements for STAR CITY?

……….………………………………………………………



BIBLOGRAPHY

Marketing Management - Philip Kotler

Consumer Behaviour - Della

Bitta

Marketing Management - Sontakki

WEBLOGRAPHY

www.tvs motor.co.in

www.tvsiyengar.com

www.google.com


http://www.google.com/

http://www.tvsiyengar.com/

http://www.tvs/

Consumer Behaviour Towards Tvs Star City

Documents

Transcript of Consumer Behaviour Towards Tvs Star City