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A MINOR PROJECT REPORT ON  CUSTOMER BUYING BEHAVIOUR IN BIKES TAKING TVS FOR
COMPARISON 

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF DEGREE OF BACHELOR OF
BUSINESS ADMINISTRATION (B.B.A.) G.G.S. INDRAPRASTHA UNIVERSITY, DELHI PROJECT
GUIDE Ms. Vandana Deswal (Assistant Professor) SUBMITTED BY: Chirag Gupta
ENROLLMENT NO. 02821201709

SESSION 2009-2012

MAHARAJA SURAJMAL INSTITUTE C-4, Janak Puri, New Delhi-110058

1
CERTIFICATE
This is to certify that CHIRAG GUPTA, Enrollment No. 02821201709 has completed
his minor project report. He has done a project on  Customer buying behavior
in bikes taking TVS for comparison . This project is a partial fulfillment of
B.B.A. (GEN) programme from MAHARAJA SURAJMAL INSTITUTE, affiliated to GURU
GOBIND SINGH INDRAPRASTHA UNIVERSITY, under my guidance. Hereby, it is declared
that this project is an original piece of work and has not been influenced to
the extent of copying by any other such similar study.

Ms. VANDANA DESWAL (Assistant Professor) (M.S.I.)

2
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to Mr. Niraj Kumar, National
Service Manager, TVS Motor Company Limited for giving me the exposure of what
the real market actually is and special thanks to Mr. P. S Basu Area Manager TVS
Motor Company Limited, without whose invaluable guidance and support this
project could not have been accomplished. I greatly acknowledge my indebtedness
to all those respondents and Mr. Praveen Kumar Gaur Area Coordinator GS TVS New
Delhi who rendered direct or indirect help in completing this project. I would
also like to express my sincere thanks to, Maharaja Surajmal Institute, New
Delhi and my organizational guide Ms. Vandana Deswal.

CHIRAG GUPTA BBA (G) 2009-2012 02821201709

3
PREFACE
Someone has rightly said that practical knowledge is far better than classroom
teaching. During this project I fully realized this and I came to know about how
a consumer chooses among a varied range of products available to him. The
subject of my study is market survey of customer buying behavior in bikes taking
TVS for comparison, which has slowly but steadily evolved, from a beginner to a
corporate giant earning laurels and kudos throughout. The report contains first
of all brief introduction about the company. Finally there comes data
presentation and analysis in the end of my report. I also put forward some of my
suggestion hoping that they help TVS Motor Company move a step forward to being
the very best.

4
CONTENTS


Chapter 1 : • Company Profile • Introduction of the Project • Scope of
Study • Objectives Chapter 2 : Research Methodology • Sample Size • Sample
Location • Research Type • Data Type • Instruments Chapter 3 : Finding and
Discussions Chapter 4 : • Recommendations • Limitations • Summary and
Conclusions
 

06-35 07 34 35 35 36-40 37 37 38 38 40 41-64 65-72 66 67 68 73 74-77







References / Bibliography : Annexure Questionnaires :

5
CHAPTER-1



COMPANY PROFILE

 INTRODUCTION  SCOPE OF STUDY  OBJECTIVE

6
INTRODUCTION
The TVS Group is one of India's largest industrial conglomerates. TV Sundram
Iyengar and Sons Limited, established in 1911, is the parent and holding company
of the TVS Group. TVS Motor Company is the third largest two-wheeler
manufacturer in India and one among the top ten in the world, with annual
turnover of more than USD 1 billion in 2008-2009, and is the flagship company of
the USD 4 billion TVS Group. With a workforce of over 5000, the company has 4
plants - located at Hosur and Mysore in South India, in Himachal Pradesh, North
India and one at Indonesia. The company has a production capacity of 300
thousand units a year. TVS and Sons also distribute Heavy Duty Commercial
Vehicles, Jeeps and Cars. It represents premier automotive companies like Ashok
Leyland, Mahindra and Mahindra Ltd., Fiat and Honda. It also distributes
automotive spare parts for several leading manufacturers. TVS & Sons has grown
into a leading logistics solution provider and has set up state-of-the-art
warehouses all over the country. It has also diversified into distributing
Garage equipment that ranges from paint booths to engine analyzers and
industrial equipment products.

7
GROUP COMPANIES
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. Lakshmi Auto Components Limited -
Large OE supplier of two wheeler gears and camshafts. Lucas Indian Service
Limited (www.lucasindia.com) - Company looks after the distribution of auto
electrical components all over India. Axles India Limited - A joint venture with
Eaton Limited, U.K. Manufactures axle housings and drive heads for heavy and
light commercial vehicles

8
COMPANY AT PRESENT & IN FUTURE
 Successfully launched the Victor and Fiero-F 2 models after parting ways
with Suzuki.  Two wheeler markets show sign of revival after a lackluster
first half.  The company is suffering a decline in volumes due to poor
response of its two strokes Max motorcycles.  Recently launched the TVS
Centra and 125 cc TVS Victor GLX and four stroke Max in the pipeline, which
would be launched later this year.  Plans major foray into three-wheeler and
quadricycles market through fresh investments of Rs 500 crore.  Actively
looking to set up manufacturing unit in Indonesia or Vietnam.  Strong focus
on R&D and product development.

9
Apache the Savior
TVS launched Apache RTR 160 cc model in September 2008, with its ultra modern
technology for Indian bikes has proved to be a big success. The success of TVS
Apache is especially significant because it was developed with indigenous
technology.

Two stroke Max Range   On the way out
The company is currently looking forward to phase out its two stroke Max range,
which is perceived to be less fuel efficient with a new four stroke range. The
changeover is expected to take place by the end of June 2009.

Two new launches could out TVS on a high growth trajectory
TVS Centra TVS Centra a new 100 cc model has recently been launched and the
company has set ambitions targets of achieving monthly sales in the range of
15000-20000 bikes per month. Also, a new upgraded 125 cc TVS Victor has been
launched which will improve the trajectory of the company.

10
Three wheeler project- entering a new market
TVS Motor has set the stage for entry into the three-wheeler markets with the
setting up of a new plant at Nanjangud, near Mysore in Karnataka. We understand
that the company would be targeting the sub-one ton passenger and goods carriers
segment of the market. With an investment of about Rs 50 crore in phase-1, it
will cater to both passenger and cargo segments. The total investments for the
three wheeler and four-wheeler quardricycle project are expected to be in the
range of Rs 500 crore in the next two-three years. It plans to go with petrol
version of three wheelers and expects higher demand to come from B class towns.
The company expects higher margin and low competition in three-wheeler business
as compared to its twowheeler business. Three wheeler sales have grown at a CAGR
of 7% over the last 9 years to 2.26 lakh units FY 03, and are expected to grow
at the same rate for the next five years. TVS is expected to roll out its first
three-wheeler by the end of FY05 to garner a 30% market share with around
100,000 unit sales by the end of FY08.

11
Three-wheeler market scenario
These are two main segments in the Indian passenger three -wheeler markets are:
Number of seats, including driver, not exceeding 4 and maximum mass not
exceeding 1 tonne. Number of seats including driver excluding 4 but not
exceeding 7 max mass not exceeding 1.5 tonnes. The three-wheeler goods carrier
segments are: Maximum mass not exceeding 1 tonne Others. Around 95% of the
three-wheeler sold in India belongs to the smaller vehicles category in which
Bajaj Auto is the major player and has around 90% market share. The other
players in the segment are Atul Auto and Piaggio group, Italy. Similarly, in the
three-wheeler segment, domestic sales of the goods carrying variety grew a
whopping 46.95%. This growth in 2002-03 could have possibly come from two
factors. 1) The increasing number of cities whose corporations have legislated
that larger goods carrier, like trucks be kept out for logistics purpose. 2) The
increase in the number of offerings in this category, especially from companies
such as Mahindra & Mahindra and Piaggio vehicles pvt. Ltd.
12
Quardricycle-A new introduction in the Indian market There is a new challenger
emerging in the Quardricycle segment. These new vehicles could impact on the
entry level sales. These new vehicle could impact on the entry level sales.
Quardricycles are three wheelers converted into four wheelers by using, a column
axle. All the major three-wheeler units have prepared Quardricycles prototypes.

Merger of engine components Division of Lakshmi Auto components with TVS Motor:
TVS motor would merge engine component division of Lakshmi Auto Component Ltd.
(LAC) and investments and other assets with itself and the dwap ratio has been
fixed at once phase of TVS motor for every seven share held as consideration for
the merger. Presently TVS motor holds 66.5% of equity capital of LAC, which
would be cancelled. Around 66% of LAC s sales come from the engine components
division, mode of which is currently being sold to TVS motor. LAC s total net
sales in HI FY 04 were Rs. 69 crore and made a net profit of Rs. 10.5 crore..
The Plastics and Rubber components division of LAC will be transferred to the
wholly owned subsidiary company, Sundaram Auto

13
Components Ltd. The total consideration on slump   sale based is Rs. 12.25
crore.

Strong focus on R&D
The company has put in place a strong R & D team consisting 400 engineers & is
spending about 3% of its turnover on R & D every year and has in the process
setup a strong world class facility for product design and development. During
2002-03, the company applied for 16 patents & published five technical research
papers in international conference. Modified research projects are carried in
association with leading international research labs and Indian institutes. R &
D as percentage of sales in expected to increase from 1.5% in FY o2 to 3.2% in
FY 04.

Valuation
The company s valuations are dependent on five events:  Current four
businesses grow at the normal industry growth rates.  New product launches
achieve their targets and are well accepted by the market.  Three wheeler
foray achieve targeted volume in the desired rates of return on capital
employed.  Quadricycle foray achieve the desired rate of return on the
capital employed.

14
 Overall investment returns

TVS MOTOR COMPANY
TVS Motor Company Limited, part of the TVS Group, is one of India's leading two-
wheeler manufacturers. With a turnover of over Rs.2700 crores, the Company
manufactures a wide range of motorcycles, scooters, mopeds and scooterettes.
Little wonder, it boasts of more than 7 million happy customers. The chapter
called two wheelers in India begins….. The year was 1980. And it is a year to
remember for the Indian twowheeler industry. For it was this year that saw
India's first two-seater moped, TVS 50, rolling out on the Indian roads. For
some it was freedom to move. For some, shorter distances to span. For the Indian
Automobile sector, a breakthrough to be etched in history. With the joint
venture with Suzuki Motor Corporation in 1983, TVSSuzuki became the first Indian
company to introduce 100 cc IndoJapanese motorcycles in September 1984. Through
an amicable agreement the two companies parted ways in September 2001.

15
Unmatched Performance
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 18.3% market share in motorcycles. Graph Wide
Network With a strong sales and service network of 500 Authorized Dealerships,
1018 Authorized Service Centres and over 864 Certified Service Points, TVS is
growing from strength to strength. World Class Facilities The company
manufactures its motorcycles, scooterettes and mopeds at its state-of-the-art
factories in Mysore and Hosur. Product Range TVS offers a wide range of two-
wheelers - Motorcycles - TVS Centra / TVS Victor / TVS Fiero F2/ TVS Max 100/
TVS Max 100 R - Scooterettes - TVS Scooty Pep/ TVS Scooty 2S - Mopeds - TVS XL
Super/ TVS XL Super HD

16
VISION
TVS Motor - 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. TVS Motor - The Industry Leader
TVS Motor will be one among the top two two-wheeler manufacturers in India and
one among the top five two-wheeler manufacturers in Asia. TVS Motor - Global
overview TVS Motor will have profitable operations overseas especially in Asian
markets, capitalizing on the expertise developed in the areas of manufacturing,
technology and marketing. The thrust will be to achieve a significant share for
international business in the total turnover.

17
TVS Motor - At the cutting edge TVS Motor will hone and sustain its cutting edge
of technology by constant benchmarking against international leaders. TVS Motor
- Committed to Total Quality TVS Motor is committed to achieving a self-
reviewing organization in perpetuity by adopting TQM as a way of life. TVS Motor
believes in the importance of the process. People and projects will be evaluated
both by their end results and the process adopted. TVS Motor - The Human Factor
TVS Motor believes that people make an organization and that its well-being is
dependent on the commitment and growth of its people. There will be a sustained
effort through systematic training and planning career growth to develop
employees' talents and enhance job satisfaction. TVS Motor will create an
enabling ambience where the maximum self-actualization of every employee is
achieved. TVS Motor will support and encourage the process of self-renewal in
all its employees and nurture their sense of self worth.

18
TVS Motor - Responsible Corporate Citizen TVS Motor firmly believes in the
integration of Safety, Health and Environmental aspects with all business
activities and ensures protection of employees and environment including
development of surrounding communities. TVS Motor strives for long-term
relationships of mutual trust and inter- dependence with its customers,
employees, dealers and suppliers.

19
MILESTONES
Launched Centra in January 2004, a TECHNOLOGY Uncompromising Quality, TECHNOLOGY
TVS Motor Company's R&D division has an imposing pool of talent and one of the
most contemporary labs, capable of developing innovative designs. Committed to
achieving total customer satisfaction through Total Quality Control (TQC), the
Company continuously strives to give the customer, the best value for money.
ECO-FRIENDLY TVS is committed to protecting the environment. The company's
manufacturing facilities at Mysore & Hosur have state-of-the-art facilities &
air pollution control measures. Even the suppliers are encouraged to ensure that
their products meet eco-friendly norms.

20
ALWAYS FIRST
- Launched TVS 50, India's first 2-seater, 50cc moped in Aug 1980. - First
Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept 1984.
Launched India's first indigenous Scooterette, TVS Scooty in June 1994. -
Introduced India's first catalytic converter enabled motorcycle, the 110cc
Shogun in Dec 1996. - Launched India's first 5-speed motorcycle, the Shaolin in
Oct 1997. - Launched India's first high performance moped - the XL Super, with a
70 cc engine in Nov 1997. - Launched Victor in August 2001, a world-class 4-
stroke 110 cc motorcycle. World-class 4-stroke 100 cc motorcycle with VT-i
Engines for bestin-class mileage.

21
AWARDS Deming Award

TVS Motor is the third Indian company to win the Deming Prize. Only two other
TVS companies have managed this before. It's been a long time since the Union of
Japanese Scientists and Engineers instituted the Deming Prize. But very, very
few organizations outside Japan have had the honor of receiving it. In fact, the
TVS Motor Company is the world's first motorcycle company to be awarded the
prize. As for the TVS Group, it's a third. Sundaram-Clayton Ltd. (Brakes
Division) and Sundaram Brake Linings Ltd. have already won it. The Deming Prize
is the ultimate confirmation of our commitment to quality control. A
confirmation known to every TVS rider across the country.

22
TVS Motor Company unveils TVS Centra with 'VTi Engines'

Creates History in the Technology Frontier of the Automobile Industry in India
TVS Centra crosses an astounding 20,000 sales mark in 40 days Hosur, March 6,
2004: TVS Motor Company today announced that the sales of TVS Centra, powered by
the indigenously developed Variable Timing Intelligent (VT-i) engine technology
crossed 20,000 units in just 40 days since its launch in mid January 2004, the
best ever clocked by any new product from the TVS Motor Company stable. This
achievement is expected to spiral the overall growth of TVS Motorcycles sales in
the coming months. The impressive sales figures reflect the customer's faith in
the technological capability of TVS Motor Company to fully live up to its
promise of delivering a world-class product at an affordable price. Due to
excellent customer feedback across the country, TVS dealers are being
pressurized with enquiries on the new 100 CC 4 Stroke Centra and its
revolutionary VT-i engine technology. Having caught the public's imagination,
TVS Centra has fully lived up to its promise of a 'Fill it Once a Month Bike'
where a full tank of petrol lasts for a month based on the average use of
motorcycle customers.

23
A panel of leading auto experts in India, after having tested TVS Centra, have
endorsed the fact that it was the 'best in its class' and also commended TVS
Motor Company on its technology prowess and innovation. TVS Centra is powered by
VT-i engines which are designed to deliver superb performance on fuel efficiency
and torque delivery based on three fundamental actions namely variable ignition
timing and superior combustion of fuel, friction reduction and fuel wastage
reduction. Added to its technological edge are features that include attractive
price, fuel efficiency, low maintenance, contemporary style, ride comfort and
backed by TVS Motor Company's reliability, making it truly the preferred two-
wheeler in its class. Chennai, January 5, 2004: India's leading two wheeler
major, TVS Motor Company's commitment to produce the best technology in its
products for its customers has led to the launch of TVS Centra with Variable
Timing intelligent engines (VT-i), a 100 CC 4 Stroke motorcycle targeted at the
Popular Segment. This revolutionary new VT-i engine technology, developed
indigenously by TVS Motor Company, inbuilt into TVS Centra will make it the most
fuel-efficient motorcycle in the Country. It will be rightfully called as the
'Fill it Once a Month Bike' where a full tank of
24
petrol will last for a month based on the average use of motorcycle customers.
The VT-i Engines by TVS Motor Company will go down in the history of the
Automobile Industry in India as one of the most innovative technology developed
indigenously. The VT-i engines are designed to deliver superb performance on
fuel efficiency and torque delivery based on three fundamental actions namely
variable ignition timing and superior combustion of fuel, friction reduction and
fuel wastage reduction. This action facilitates deceleration fuel cut off,
faster warm up of the Engine and has four curve ignition mapping Like all TVS
Motor Company products, TVS Centra too has been engineered and designed keeping
in mind extensive customer feedback and changing customer needs. TVS Centra will
be the first motorcycle in India that will bundle price, mileage, maintenance,
style, reliability, power, ruggedness and ride comfort making it truly a value
for money personal transportation two-wheeler. Those who want all these
performance attributes in a commuter motorcycle at a great price; nothing will
beat the TVS Centra for all the advantages it offers.

25
TVS Centra is built around to give a mileage that will offer atleast 10 per cent
more than any other motorcycle in the country, today. It will be powered by 7.5
Brake Horse Power (Bhp) at 7250 RPM making it the most powerful motorcycle in
its class. TVS Centra will also be known for its nimble handling and riding
comfort enabling easy maneuvering even in busy city traffic. Its contemporary
style with big muscular tank and well-rounded looks with a horizontal engine and
superior ergonomics will mark a new standard in the popular segment of two
wheelers. It will come with Econometer to keep a check on the mileage / power
ratio, wide and skid free seat and Utility space.
.

26
TVS Motor Company posts 117,101 two wheeler sales in October 2008; Exports up by
30%
Hosur November 1, 2008 : TVS Motor Company has registered total two wheeler
sales of 117,101 units in October 2008 against 129,614 units in the
corresponding period of the previous year.

This year, both the important festivals of Dussera and Deepavali were celebrated
in October and consequently, placement of stocks with the dealers for the
festival season was effected in September. Restricted availability of retail
finance, high liquidity and general inflationary trends witnessed by the market
also affected sales. However, the cumulative sales of September 2008 and October
2008, show a growth of 4% when compared to the same period of the previous year.

The company's motorcycle sales stood at 59,217 units in comparison with 67,752
units recorded in October 2007. Scooters recorded 23,487 units as against 28,119
units during the same period of the previous year .

27
During the month, the company won two prestigious IT Awards, namely the SAP ACE
2008 award and the 2008 Symantec South Asia Visionary Award. While the company
won the SAP ACE Award for digitization of new product development process in SAP
by implementing PLM (Product Lifecycle Management), the Symantec South Asia
Visionary Award was conferred for the way the company secured and managed
systems and information.

Exports continued its upward growth trend, posting an increase of 30%;
registering 17,013 units of two wheelers in October 2008 as against 13,042 units
in the corresponding period of the previous year.

TVS Motor revenues grow at 23.2% in Q2 exports up 52%
Bangalore, October 30, 2008: TVS Motor Company today reported a 23.2 % increase
in revenues, registering Rs. 1034 crores for the quarter ended September 2008 of
the financial year 2008-09, when compared to Rs. 839 crores in the corresponding
quarter of the previous year. Despite the challenging environment caused by
increasing input material costs, general inflationary trends and lack of
availability of retail finance, the company has posted Profit before Tax of Rs.
13.9 crores and Profit after Tax of Rs. 10.4 crores when compared to Rs. 16.9
crores and Rs. 11.9 crores in the corresponding
28
period of the previous year. The last year's September Quarter had the benefit
of Rs. 10.2 crore (net) on account of exceptional items. Profit before
exceptional items for the quarter is higher at Rs. 13.9 crore in comparison with
Rs. 6.7 crores of the corresponding quarter of last year.

The company has recorded growth in sales despite adverse retail financing.
Motorcycles witnessed higher sales at 1.81 lakh during the quarter compared to
1.44 lakh units over the previous period. Scooters clocked sales of 0.77 lakh in
comparison to 0.76 lakh units during the corresponding quarter of the previous
year.

During the quarter, the company crossed yet another milestone when it reached
two million units of TVS Scooty in July 2008. Indian Tennis star, Sania Mirza
became the new Brand Ambassador for the Scooty brand. The company chose to
associate with Sania as brand ambassador since she emanates the brand qualities
of independence, progress and accomplishment.

During the   quarter, the company further broadened the horizons of its TVS Scooty
brand with   the launch of Balancing Wheels, a unique and innovative product
engineered   specifically for the TVS Scooty, addressing a never-before segment,
who do not   know how to ride, even a bicycle.

29
In June 2008, the company unveiled its feature rich TVS Apache RTR FI offering
riders the instant thrill and superior performance of a fuel injected 160cc
engine. The second quarter also witnessed the commemoration of the first
anniversary of the Apache RTR brand while the company crossed yet another
landmark delivering the 2,50,000thApache.

Exports
Exports continued the upward growth path registering a total number of 0.55 lakh
units during the quarter ended September 2008, recording a growth of 52% over
the same period last year. The company has expanded its footprint to more than
54 countries across the globe.

Future Outlook
The global financial crisis, the consequent serious liquidity issues and higher
financing costs are likely to impact the growth prospects of the two-wheeler
industry. Retail finance has become even more difficult. The tight liquidity
will affect the ability of dealers to stock two-wheelers. The drop in the
commodity prices, however, is a welcome break. The company will continue the
vigorous implementation of its

30
improved value-engineering program to reduce costs. The company continues to
maintain the highest quality standards of all its products.

SUB DIVISION OF SHARES In order to improve the shareholder value and to
facilitate greater liquidity in its equity shares, TVS Motor Company recently
subdivided the face value of its shares to Re. 1/- each. Earlier the face value
of the shares was Rs. 10/-

MERGER OF LAKSHMI AUTO COMPONENTS WITH TVS MOTOR COMPANY The Shareholders of TVS
Motor Company and Lakshmi Auto Components (LAC) have on 19th January 2004
approved the merger of Engine Division of LAC with TVS Motor Company and
transfer of Rubber and Plastics division of LAC to Sundaram Auto Components
Limited, a wholly owned subsidiary of TVS Motor Company. The company expects to
obtain the approval of High Court of Tamil Nadu and complete other statutory
formalities in the next few months. This merger is expected to improve the
overall profitability of TVS Motor Company.

31
PRODUCT PROFILE
TVS APACHE (RTR) The recently launched TVS Apache RTR FI 160 has added an
another stunner on the roads. Stylish alloys, unique grab rails, classy
silencer, larger & sharp lined fuel tank, all these elements combine perfectly
to give TVS Apache RTR 160 a sporty eye-catching looks. The Apache RTR 160 has
been upgraded with electronic fuel injection (EFI) and becomes Apache RTR 160
Fi. The EFI technology has enabled TVS to boost peak power of this bike. TVS has
priced the new model at Rs. 65000.

TVS SCOOTY PEP   First Love A sleek duo-tone body. Body colored coordinated
mirrors. A smiley headlamp. Winky indicators. Looks even better with you on it.
POWER 75cc 4stroke engine to pep up your ride. A bigger, more comfortable seat
for two and strong hydraulic shock absorbers for a smoother ride.

32
 TECHNOLOGY A unique power/economy mode for extra mileage. An auto reserve
fuel tap. No more turning knob from main to reserve. Auto chokes for instant
starts. Every time.  SAFETY Puncture Resistant Tyres that come with a special
sealant inside, minimizing chances of a flat. A side stand alarm that beeps if
you forget to take off the stand. Multi focal reflector headlamp and side
reflectors for enhanced visibility. Now all you need is an equally funky helmet
and you  re all set to pep.

33
INTRODUCTION OF THE PROJECT
Someone has rightly said that practical knowledge is far better than classroom
teaching. During this project I fully realized this and I came to know about how
a consumer chooses among a varied range of products available to him. The
subject of my study is market survey of customer buying behavior in bikes taking
TVS for comparison, which has slowly but steadily evolved, from a beginner to a
corporate giant earning laurels and kudos throughout. The report contains first
of all brief introduction about the company. Finally there comes data
presentation and analysis in the end of my report. I also put forward some of my
suggestion hoping that they help TVS Motor Company move a step forward to being
the very best.

34
SCOPE OF THE STUDY
The scope of the study is to study the customer buying behavior of the
respondents in New Delhi and attain the awareness level of the customers. The
scope is that the services of the dealer, advertising media as well as celebrity
has made an effect on the customer or not and how much. This study also allows
knowing the future prospects of the company and where it is at present in the
market.

OBJECTIVE OF THE STUDY
 The objective of the study is to analyze the customer buying

behavior of the respondents in motorbikes of different brands .  To study the
future prospects of TVS motorbikes.  To provide a fair picture of technology
used by TVS motors.  To study the sales trends of tvs motors.  To analyze
the quality of after sales services being provided by tvs motors.

35
CHAPTER-2

RESEARCH METHODOLOGY

SAMPLE SIZE SAMPLE LOCATION RESEARCH TYPE DATA TYPE INSTRUMENTS

36
SAMPLE SIZE AND LOCATION
The data has been extracted mainly from questionnaires filled up by respondents
from New Delhi, Noida and Ghaziabad. Rest of the information has been collected
through internet surveys and social networking communities on websites. The
questionnaire was filled up by 50 respondents scattered at different places and
many more respondents provided valuable information through the internet. The
aforementioned questionnaire has been attached at the end of the project.

37
RESEARCH AND DATA TYPES
The purpose of methodology section in the report making is to describe the
research process that is followed while doing the main part. The research design
plays a pivotal role in the quality and content of the data in making of any
project report. The type of research design chosen is seen to have a bearing on
all the aspects of report writing.

Research Design: Descriptive Research design The research design undertaken for
the study was Descriptive one. The reason for using a descriptive research
method was to obtain qualitative data and also since the nature of study is as
such that it required the exploration of various aspects within and outside the
company. In order to carry out a well researched analysis efforts were taken to
collect enough information from the respondents. For this purpose various
primary and secondary sources were used. This would however include the research
design, the sampling procedure, and the data collection method. This section is
perhaps difficult to write as it would also involve some technical terms and may
be much of the audience will not be able to understand the terminology used. The
methodology followed by the researcher, during the preparation of the report
was:
38
Source of Data Collection a) SECONDRY DATA b) PRIMARY DATA

SECONDRY DATA - When an investigator uses the data that has been already
collected by others is called secondary data. The secondary data could be
collected from Journals, Reports, and various publications. The advantages of
the secondary data can be  It is economical, both in terms of money and time
spent .The researcher of the report also did the same and collected secondary
data from various internet sites like Google.com, altavista.com and many more.
The researcher of the report also visited various libraries for collection of
the introduction part.

PRIMARY DATA - Primary data is that kind of data that is collected by the
investigator himself for the purpose of the specific study. The data such
collected is original in character. The advantage of this method of collection
is the authentic. A Set Of Questions Were Put Together In The Form Of
Questionnaire With 13 Questions. The method of sampling was the Random.

39
INSTRUMENTS for Data Collection
The instruments used for collection of data were mainly questionnaires, internet
surveys and personal visits to the respondents.

Tools Used for Analysis • Bar Diagram • Pie Diagram • Tables

40
CHAPTER-3

FINDING & DISCUSSIONS

41
ANALYSIS OF CUSTOMER BUYING BEHAVIOUR
NEW DELHI

42
QUE-1

INTERPRETATION

0

In this question particular question it is found that 93% of respondents are
having motorbike and 7% are either having scooter or moped. On the basis of the
above pie-chart it is clear that more people own bike.

43
QUE-2

WHICH BR
90 80
INTERPRETATION

8

72

70

60 The above bar-graph shows the brand awareness of bikes among the
respondents. In the above bar-graph it is clear that HERO HONDA is the most
popular brand in New Delhi whereas BAJAJ and YAMAHA follow 2
nd

and 3 place. TVS comes at 4th place taking lead from

rd

50 40 30

LML, KINETIC and ENFIELD BULLET.

VALUES

44

20
QUE-3

WHICH SLOGAN

45 40
INTERPRETATION

40

The above Bar-Graph shows that in New Delhi area HERO HONDA has scored the
maximum number of points with BAJAJ and TVS on

35

30 2nd and 3rd spot. TVS has scored 9 points out of the sample size of
hundred and has taken lead from LML, KINETIC and ENFIELD BULLET.

25 VALUES 20 15
45
QUE-4
Which factors do you consider while purchasing a Bike?

WHICH FACTORS DO YOU   CONSIDER WHILE
PURCHASING A BIKE?
S ta t is tic s M IL   E A G E S T Y L E V a lid 100 100 M is s in g 0 0 PO W ER
100 0 P R IC E 100 0   BRAN D 100 0 SPAR E AF T ER SALE PART S S E R V IC E F IN A
N C IN G 100 100 100   0 0 0

N

Frequency Distribution
M E G IL A E F q e cy re u n V alid 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 8
0 .0 T ta o l 5 8 1 9 1 5 3 2 2 1 10 0 P rce t e n 5 .0 8 1 .0 9 1 .0 5 3 .0 2 .
0 2 .0 1 .0 10 .0 0 V alid P rce t e n 5 .0 8 1 .0 9 1 .0 5 3 .0 2 .0 2 .0 1 .0
1 .0 00 C u tive um la P rce t e n 5 .0 8 7 .0 7 9 .0 2 9 .0 5 9 .0 7 9 .0 9 1
0.0 0

SYE T L F qec re u n y V lid a 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 7 0 .0
T ta o l 1 2 3 0 3 1 1 6 8 2 1 10 0 P rc n e et 1 .0 2 3 .0 0 3 .0 1 1 .0 6 8 .0
2 .0 1 .0 10 0 .0 V lid P rc n a e et 1 .0 2 3 .0 0 3 .0 1 1 .0 6 8 .0 2 .0 1 .0
10 0 .0 C m la e u u tiv P rc n e et 1 .0 2 4 .0 2 7 .0 3 8 .0 9 9 .0 7 9 .0 9
10 0 .0

46
P WR O E F qec re u n y V lid     a 1   0 .0 2 0   .0 3 0   .0 4   0   .0 5   0   .0 6   0   .0 7   0 .0
8 0 .0 T ta o l 2 5 2 7 1 8 9     8 5   5 3 10 0   P rc n   e et   2   .0 5   2   .0 7   1   .0 8   9 .0
8 .0 5 .0 5 .0 3 .0 10 0 .0 V     lid   P rc n a   e et 2   .0 5   2   .0 7   1   .0 8   9   .0 8   .0 5
.0 5 .0 3 .0 10 0 .0 C m la e     u u   tiv P rc   n e et   2 .0   5   5 .0   2   7 .0   0   7 .0   9
8 .0 7 9 .0 2 9 .0 7 10 0 .0

P IC   R E F qec   re u n y V lid a 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 7 0 .0
T ta   o l 2 1 7   1 6 3 9 1 7 7 2 10 0 P rc n e et 2 .0 1 .0 7 1 .0 6 3 .0 9 1 .0 7
7 .0   2 .0 10 0   .0 V lid P rc n a e et 2 .0 1 .0 7 1 .0 6 3 .0 9 1 .0 7 7 .0 2 .0
10 0   .0 C m la   e u u tiv P rc n e et 2 .0 1 .0 9 3 .0 5 7 .0 4 9 .0 1 9 .0 8 10
0 .0

B   A D R N F qec re u n y V lid a 2 0 .0 3 0 .0       4 0 .0 5 0 .0 6 0 .0 7 0 .0 8 0 .
0   T ta o l 3 1 1 2 3 3 7 1 6 9 1 10 0 P rc n e       et 3 .0 1 .0 1 2 .0 3 3 .0 7 1 .0
6   9 .0 1 .0 10 0 .0 V lid P rc n a e et 3 .0 1       .0 1 2 .0 3 3 .0 7 1 .0 6 9 .0
1   .0 10 0 .0 C m la e u u tiv P rc n e et 3 .0       1 .0 4 3 .0 7 7 .0 4 9 .0 0 9 .0
9   10 0 .0

47
S A EP R S P R A T F qu nc re e y V lid a 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0
.0 7 0 .0 8 0 .0 T ta o l 1 3 5 5 8 2 8 3 5 1 5 10 0 P rce t e n 1 .0 3 .0 5 .0
5 .0 8 .0 2 .0 8 3 .0 5 1 .0 5 1 0.0 0 V lid P rce t a e n 1 .0 3 .0 5 .0 5 .0 8
.0 28 .0 35 .0 15 .0 1 0.0 0 C u tive um la P rce t e n 1 .0 4 .0 9 .0 1 .0 4
2 .0 2 5 .0 0 8 .0 5 10 .0 0

A   T RS   L S R IC F E AE E V E F qec re u n y V lid a 1 0 .0 2 0 .0 3 0 .0   4 0 .0
5   0 .0   6 0 .0 7 0 .0 8 0 .0 T ta o l 1 1 3 4 2 0 3 0 1 8 2 3 10 0 P rc n   e et
1   .0 1   .0 3 .0 4 .0 2 .0 0 3 .0 0 1 .0 8 2 .0 3 10 0 .0 V lid P rc n a e   et 1 .0
1   .0 3   .0 4 .0 2 .0 0 3 .0 0 1 .0 8 2 .0 3 10 0 .0 C m la e u u tiv P rc   n e et
1   .0 2   .0 5 .0 9 .0 2 .0 9 5 .0 9 7 .0 7 10 0 .0

F AC G IN N IN F qec re u n y V lid a 3 0 .0 4 0 .0 6 0 .0 7 0 .0 8 0 .0 T ta o
l 1 2 1 0 3 0 5 7 10 0 P rc n e et 1 .0 2 .0 1 .0 0 3 .0 0 5 .0 7 10 0 .0 V lid
P rc n a e et 1 .0 2 .0 1 .0 0 3 .0 0 5 .0 7 10 0 .0 C m la e u u tiv P rc n e
et 1 .0 3 .0 1 .0 3 4 .0 3 10 0 .0

48
Graphical Representation

70

60

50

40

30

20

10

Count

0 1.00 2.00 3.00 4.00 5.00 6.00 8.00

MILEAGE

49
40

30

20

10

Count

0 1.00 2.00 3.00 4.00 5.00 6.00 7.00

STYLE

30

20

10

Count

0 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00

POWER

50
50

40

30

20

10

Count

0 1.00 2.00 3.00 4.00 5.00 6.00 7.00

PRICE

40

30

20

10

Count

0 2.00 3.00 4.00 5.00 6.00 7.00 8.00

BRAND

51
40

30

20

10

Count

0 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00

SPARE PARTS

40

30

20

10

Count

0 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00

AFTER SALE SERVICE

52
60

50

40

30

20

10

Count

0 3.00 4.00 6.00 7.00 8.00

FINANCING

INTERPRETATION From the above mentioned tables and graphs we can see that
parameters like mileage, power and style holds an upper edge over the other
parameters which affect the purchase decision of bike. Thus customers are more
likely to see the mileage aspect before actually buying a product.

53
QUE-5

WHO INFLUENC

50 45
INTERPRETATION

40

From the above graph it is clear that FAMILY plays a major role in the purchase
of bike and the 35 reference and suggestions of FRIENDS come at the second
place. Whereas MEDIA factor comes at third

25 place with DEALER making no promising affect on the purchase of
bike.

30

VALUE 25 20
54
QUE-6

HAVE YO

INTERPRETATION As shown in the above PIE CHART, the percentage of respondents
who have visited the TVS SHOWROOM is more than those respondents who have not
visited the TVS SHOWROOM. Thus the interest of customers in TVS product can
relate to 62% among 100 respondents.

38%

55
QUE-7

IF YES
30

25
INTERPRETATION As shown in the above graph there are four FACTORS, which show
the experience of the respondents after visiting the TVS showroom. It is clear
that most of the respondents had GOOD experience with 22 respondents having
average experience. Only 8 respondents are having a bad experience, which shows
the quality of the TVS showroom.

20

VALUES 15

56

10
QUE-8

IF NO, WHY YOU

INTERPRETATION

0%

As shown in the above PIE-CHART 89% of the respondents are not interested in TVS
products and 11% of them are not satisfied with TVS bikes. This was an open
ended question therefore most of the answers were in account to the satisfaction
level and interest in the TVS BIKES.

57
QUE-9A

DO YOU

INTERPRETATION

0%

As given in the PIE CHART above 91% of the respondents know about TVS motorbike
and only 9% of the respondents are unaware about the TVS motorbike. This
question is based on the awareness as well as past usage of the TVS motorbike.

58
QUE-9B

IF,YES W
100 100 90
INTERPRETATION

80

As shown in the above BAR GRAPH it is clear that TVS-VICTOR is the most popular
bike in New 70 as 100 respondents are aware of Delhi TVS-VICTOR. Second most
popular bike is TVS-FIERO F-2, which is known by 35% of the respondents and has
taken lead from TVSCENTRA BY 8% which is on the 3rd spot. TVS-MAX-R is on the
4th place with 26% share and has taken lead from TVS-FIERO-FX by 17%.

60 50 40

VALUE

59
.

QUE-9C

HAVE YOU

INTERPRETATION In the PIE CHART given above it is clear that out of 100
respondents 68% of them have visited the TVS DEALERSHIP and only 38% have not
visited the TVS DEALERSHIP. By the chart given above it makes clear that the TVS
DEALERSHIP has attracted more number of respondents

60
QUE-10

WHAT HAVE YO
25 21

INTERPRETATION

20

As shown in the BAR-GRAPH it is clear that 21% of the respondents are not
satisfied with the service facilities and 20% are satisfied with the service
facilities which comes to equal ratio.10% of the respondents liked the staff and
4% are not satisfied with the staff. 15 Interesting part is that 7% of the
respondents wanted more space at the TVS-DEALERSHIP.

VALUE 10
61
QUE-11

DOES CELEBRIT

INTERPRETATION

In the given PIE CHART 66% of the respondents have no affect with the celebrity
endorsement during the purchase of the bike. Whereas 34% of the respondents
agreed that celebrity endorsement do make an effect on the purchase decision of
the bike.

62
QUE-12

WHICH BRAND

50 45
INTERPRETATION

48

As shown in the BAR DIAGRAM it40 is clear that HERO HONDA is the most popular
bike in New Delhi with BAJAJ taking the 2nd place with 32%. TVS is the 3rd most
popular bike in New Delhi taking lead 35 from YAMAHA, BULLET, LML and KINETIC.

30

30 VALUE 25 20
63
QUE-13

IF THERE IS N

40 36
INTERPRETATION

35 28

In the BAR-CHART it   is clear that with no price consideration HERO 30 Honda will
be the first choice   following with BAJAJ and ENFIELD BULLET as 2nd and 3rd
choice. Whereas TVS   will be the 4th choice which is taking lead over YAMAHA, LML
and KINETIC as 5th,   6th 25 and 7th choice.

VALUES 20 15
64
CHAPTER-4

 


RECOMMENDATIONS LIMITATIONS

SUMMARY AND CONCLUSIONS

65
RECOMMENDATIONS
In the analysis the respondents have shown that they consider TVS motor company
after HERO HONDA and BAJAJ and this is a major concern for the company. TVS
motor company has to make some arrangements to increase the awareness level
among the prospects through media. The company should also emphasize on other
bikes excluding TVS VICTOR and TVS CENTRA because some of the bikes in TVS like
Apache RTR are more popular than these bikes in the surveyed area. In New Delhi
the respondents who have visited the dealership are not satisfied with the
service facilities which can be improved by regular visit of the service
managers as well as providing regular training to the staff as well as the
owner. The dealership in New Delhi also lacks in space, which is a major concern
because the first impression on the mind of the customer is about the window
display, which can be improved with the help of the professionals. The buying
behavior of the customers in New Delhi is not focused on the celebrity
endorsement but they want a product which should contain all the factors and at
an affordable price. The customers in New Delhi want more number of dealers in
their area so as to have more options in visiting the dealership. Every

66
dealership should have the same services and excellent window display so as to
attract more customers. As in the demographic phase of the respondents the
younger generation wants to have a bike with lot of power and style which TVS
should come within future .As TVS has launched its new bike VICTOR GLX in the
market. TVS should improve its channel management and should invest in the brand
image in the market.

LIMITATIONS
This report incorporates sincere efforts to submit the best possible dossier on
the topic assigned because no study can be perfect. There are bound to be
limitations that I faced and within which I had to work. The data used in most
part of the report is secondary data, it has inherent discrepancy. As TVS is
still not a household brand name, some of the respondents were not completely
aware of its products and track record.

67
SUMMARY
Ever since man evolved into social animal he felt the need for
 Transportation . As he formed a civilization he felt the need for  Better
Transportation . Today on the threshold of exploring the universe he feels the
need of  Best Transportation . Truly the modern world relies on
transportation which can be airways, roadways, railways and on water. Bicycle
was the most important part of road transportation in early days and as the
scenario changed bicycle was transformed into a fast, stylish and trendy mode of
transport known as Motorcycle nowadays known as Motorbike. Each human being that
is living in this social world knows the importance of bikes because it serves
the purpose in any kind of situation and in any part of this world. The topic of
the project is Customer Buying Behavior taking TVS for comparison. TVS motor
company is one of the leading bike manufacturers in India. The analysis of the
project was based on customer s point of view. For the study, both primary
data and secondary data were required. The primary data was collected

68
based on a survey research, using a structured questionnaire with both open
ended and closed-ended questions.

The sampling procedure used was random sampling for the 1st objective i.e. to
understand consumer needs on motorbikes. For the 2nd objective i.e. to
understand the awareness levels of TVS I went to the prospects and met the
respondents to fill the questionnaire. The mode of survey was of personal
interview, where the respondents filled up the questionnaires. The secondary
data was collected from business newspapers, magazines, Company brochures,
journals and the Internet. The major conclusion from this study was that TVS has
to improve itself to gain the 1st position in the market as it is doing well to
maintain its 3rd position in the market. In terms of competition TVS has neck-
to-neck competition with Hero Honda and Bajaj. TVS has a lot of work to do if it
has to take lead and remain the leading manufacturer in India.

69
CONCLUSION

 The facts and figures shown in the analysis is correct and the survey has
been done in a good faith and responsibility


As HERO HONDA, BAJAJ and YAMAHA have taken the 1st, 2nd and 3rd position. Thus
TVS motor co. has to make some more efforts to increase the awareness among the
people in the context of bikes.

 The respondents have been asked about the most effective slogan in different
brands of bikes in which again HONDA and BAJAJ have taken the lead. TVS motor
co. has emphasized only on VICTOR and not on other bikes, thus people only know
about VICTOR and not other bikes. Print media and different types of media
should be used to make people know about the slogan.  The respondents in the
factors, which they consider while purchasing a bike, have done the ranking.
MILEAGE is the first factor following with POWER and STYLE and also with an
adaptable PRICE. The company has to make efforts for making a product that
should have all these three factors with considerable price.

70
 The most influencing factor in purchasing decision of the bike is FAMILY and
after that FRIENDS which is not at all linked with the company investment. The
company generally invests in Dealer promotion and Media, which is not
appropriate as analyzed in this question. Awareness level through Media and
dealer should be increased.  When asked about the experience at the TVS
dealership most of the respondents had a good and average experience with a
small number having bad experience. The small number of bad experience can be
avoided by giving warm welcome and good behavior by the staff.


The respondents who have not visited the TVS dealership are either not
interested in TVS bikes or they are not satisfied with TVS products. In this
matter the dealer should increase the road shows as well as arrange regular
customers meeting which will create interests in other prospects.

 Most of the respondents had knowledge about the TVS bikes, which is a good
sign for the TVS motor company.


In TVS motor company VICTOR is the most popular bike and very interestingly
without any media interaction FIERO F2 has taken the 2nd spot with CENTRA on the
3rd spot which has taken a lead with only one place from MAX-R .It is
recommended that FIERO F2 should be given equal sales promotion than

71
CENTRA because of its popularity has come through people network and not through
channel media.

 The respondents have liked the service facility and the staff but the
important factor is the lack of space. The dealership in New Delhi has to
improve the staff as well as the after sales services and the customer
relations.  Celebrity endorsement does not affect most of the respondents
whereas only 34% of the respondents have an affect over the purchasing decision
of bike. Company should give more importance to the product so as to give the
best in quality to the customer.  In context to popularity TVS ranks 3rd
according to this sample size and thus the company should introduce new products
as well as reposition its product according to the demand in the market.


In the case of no price consideration TVS ranks 4th and according to survey
analysis the respondent wants to purchase his dream bike which TVS Company has
to make in comparison with HERO HONDA, BAJAJ and ENFIELD BULLET.

72
BIBLIOGRAPHY
 WEB SITE • Google.com,www.tvsmotor.com  TEXT BOOKS
•

Marketing Research, Test and cases, Richard D. Irwin, Linois C.R Kothari,
Research Methodology

•

 NEWS PAPER • Times Auto • The Economic Times  MAGAZINES • Auto
Sports • Business Outlook
73
TVS MOTOR COMPANY
CUSTOMER BUYING BEHAVIOUR (NEW DELHI) QUESTIONNAIRE
Que1. Do you own a Bike?

Yes  No  If yes, which Bike do you have? Specify
__________________________________
Que2. Which brands of Bike are you aware of……..?

TVS HERO HONDA ENFIELD YAMAHA BAJAJ LML KINETIC

      

74
Que3. Which slogan of Bike affects you the most and of which

brand…? Specify___________________________________

Que4. Which factors do you consider while purchasing a

Bike? [Rank] MILEAGE STYLE PRICE BRAND SPARE PARTS AFTER SALE SERVICE
Que5. Who influenced you while purchasing the Bike?

     

FRIENDS DEALER FAMILY MEDIA
Que6. Have You Visited Any TVS Showroom?

   

Yes No

 

75
Que7. If yes, what was the Experience?

VERY GOOD GOOD AVERAGE BAD

   

Que8. If No, why you have not visited the TVS Showroom?

Please Specify______________________________

Que9. If you have a Motorcycle other than TVS?



Do you know about TVS Motor bike? Yes  No 



If yes which Brand of TVS Motor bike? Specify
___________________________________ Have you visited TVS DEALERSHIP? Yes  No




76
Que10.

What have you liked OR Disliked at TVS

DEALERSHIP? Specify____________________________________

Que11. Does celebrity endorsement affect the purchase of

Bike? Yes  No 

Que12. Which brand do you think is most popular in the

Market? Specify___________________________________
Que13. If there is no price consideration which brand would

you buy? Specify___________________________________ THANKS A LOT FOR
PARTICIPATING!! NAME ………………………………………………..
AGE……………………………………………………
SEX…………………………………………………….
77
OCCUPATION……………………………………….
INCOME……………………………………………… PHONE NO.
………………………………………….
ADDRESS…………………………………………….
………………………………………………………… SIGNATURE:

78
44899305 tvs-motors-project

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44899305 tvs-motors-project

  • 1. A MINOR PROJECT REPORT ON  CUSTOMER BUYING BEHAVIOUR IN BIKES TAKING TVS FOR COMPARISON  SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.) G.G.S. INDRAPRASTHA UNIVERSITY, DELHI PROJECT GUIDE Ms. Vandana Deswal (Assistant Professor) SUBMITTED BY: Chirag Gupta ENROLLMENT NO. 02821201709 SESSION 2009-2012 MAHARAJA SURAJMAL INSTITUTE C-4, Janak Puri, New Delhi-110058 1
  • 2. CERTIFICATE This is to certify that CHIRAG GUPTA, Enrollment No. 02821201709 has completed his minor project report. He has done a project on  Customer buying behavior in bikes taking TVS for comparison . This project is a partial fulfillment of B.B.A. (GEN) programme from MAHARAJA SURAJMAL INSTITUTE, affiliated to GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, under my guidance. Hereby, it is declared that this project is an original piece of work and has not been influenced to the extent of copying by any other such similar study. Ms. VANDANA DESWAL (Assistant Professor) (M.S.I.) 2
  • 3. ACKNOWLEDGEMENT I would like to express my sincere gratitude to Mr. Niraj Kumar, National Service Manager, TVS Motor Company Limited for giving me the exposure of what the real market actually is and special thanks to Mr. P. S Basu Area Manager TVS Motor Company Limited, without whose invaluable guidance and support this project could not have been accomplished. I greatly acknowledge my indebtedness to all those respondents and Mr. Praveen Kumar Gaur Area Coordinator GS TVS New Delhi who rendered direct or indirect help in completing this project. I would also like to express my sincere thanks to, Maharaja Surajmal Institute, New Delhi and my organizational guide Ms. Vandana Deswal. CHIRAG GUPTA BBA (G) 2009-2012 02821201709 3
  • 4. PREFACE Someone has rightly said that practical knowledge is far better than classroom teaching. During this project I fully realized this and I came to know about how a consumer chooses among a varied range of products available to him. The subject of my study is market survey of customer buying behavior in bikes taking TVS for comparison, which has slowly but steadily evolved, from a beginner to a corporate giant earning laurels and kudos throughout. The report contains first of all brief introduction about the company. Finally there comes data presentation and analysis in the end of my report. I also put forward some of my suggestion hoping that they help TVS Motor Company move a step forward to being the very best. 4
  • 5. CONTENTS  Chapter 1 : • Company Profile • Introduction of the Project • Scope of Study • Objectives Chapter 2 : Research Methodology • Sample Size • Sample Location • Research Type • Data Type • Instruments Chapter 3 : Finding and Discussions Chapter 4 : • Recommendations • Limitations • Summary and Conclusions   06-35 07 34 35 35 36-40 37 37 38 38 40 41-64 65-72 66 67 68 73 74-77    References / Bibliography : Annexure Questionnaires : 5
  • 6. CHAPTER-1  COMPANY PROFILE  INTRODUCTION  SCOPE OF STUDY  OBJECTIVE 6
  • 7. INTRODUCTION The TVS Group is one of India's largest industrial conglomerates. TV Sundram Iyengar and Sons Limited, established in 1911, is the parent and holding company of the TVS Group. TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship company of the USD 4 billion TVS Group. With a workforce of over 5000, the company has 4 plants - located at Hosur and Mysore in South India, in Himachal Pradesh, North India and one at Indonesia. The company has a production capacity of 300 thousand units a year. TVS and Sons also distribute Heavy Duty Commercial Vehicles, Jeeps and Cars. It represents premier automotive companies like Ashok Leyland, Mahindra and Mahindra Ltd., Fiat and Honda. It also distributes automotive spare parts for several leading manufacturers. TVS & Sons has grown into a leading logistics solution provider and has set up state-of-the-art warehouses all over the country. It has also diversified into distributing Garage equipment that ranges from paint booths to engine analyzers and industrial equipment products. 7
  • 8. GROUP COMPANIES 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. Lakshmi Auto Components Limited - Large OE supplier of two wheeler gears and camshafts. Lucas Indian Service Limited (www.lucasindia.com) - Company looks after the distribution of auto electrical components all over India. Axles India Limited - A joint venture with Eaton Limited, U.K. Manufactures axle housings and drive heads for heavy and light commercial vehicles 8
  • 9. COMPANY AT PRESENT & IN FUTURE  Successfully launched the Victor and Fiero-F 2 models after parting ways with Suzuki.  Two wheeler markets show sign of revival after a lackluster first half.  The company is suffering a decline in volumes due to poor response of its two strokes Max motorcycles.  Recently launched the TVS Centra and 125 cc TVS Victor GLX and four stroke Max in the pipeline, which would be launched later this year.  Plans major foray into three-wheeler and quadricycles market through fresh investments of Rs 500 crore.  Actively looking to set up manufacturing unit in Indonesia or Vietnam.  Strong focus on R&D and product development. 9
  • 10. Apache the Savior TVS launched Apache RTR 160 cc model in September 2008, with its ultra modern technology for Indian bikes has proved to be a big success. The success of TVS Apache is especially significant because it was developed with indigenous technology. Two stroke Max Range   On the way out The company is currently looking forward to phase out its two stroke Max range, which is perceived to be less fuel efficient with a new four stroke range. The changeover is expected to take place by the end of June 2009. Two new launches could out TVS on a high growth trajectory TVS Centra TVS Centra a new 100 cc model has recently been launched and the company has set ambitions targets of achieving monthly sales in the range of 15000-20000 bikes per month. Also, a new upgraded 125 cc TVS Victor has been launched which will improve the trajectory of the company. 10
  • 11. Three wheeler project- entering a new market TVS Motor has set the stage for entry into the three-wheeler markets with the setting up of a new plant at Nanjangud, near Mysore in Karnataka. We understand that the company would be targeting the sub-one ton passenger and goods carriers segment of the market. With an investment of about Rs 50 crore in phase-1, it will cater to both passenger and cargo segments. The total investments for the three wheeler and four-wheeler quardricycle project are expected to be in the range of Rs 500 crore in the next two-three years. It plans to go with petrol version of three wheelers and expects higher demand to come from B class towns. The company expects higher margin and low competition in three-wheeler business as compared to its twowheeler business. Three wheeler sales have grown at a CAGR of 7% over the last 9 years to 2.26 lakh units FY 03, and are expected to grow at the same rate for the next five years. TVS is expected to roll out its first three-wheeler by the end of FY05 to garner a 30% market share with around 100,000 unit sales by the end of FY08. 11
  • 12. Three-wheeler market scenario These are two main segments in the Indian passenger three -wheeler markets are: Number of seats, including driver, not exceeding 4 and maximum mass not exceeding 1 tonne. Number of seats including driver excluding 4 but not exceeding 7 max mass not exceeding 1.5 tonnes. The three-wheeler goods carrier segments are: Maximum mass not exceeding 1 tonne Others. Around 95% of the three-wheeler sold in India belongs to the smaller vehicles category in which Bajaj Auto is the major player and has around 90% market share. The other players in the segment are Atul Auto and Piaggio group, Italy. Similarly, in the three-wheeler segment, domestic sales of the goods carrying variety grew a whopping 46.95%. This growth in 2002-03 could have possibly come from two factors. 1) The increasing number of cities whose corporations have legislated that larger goods carrier, like trucks be kept out for logistics purpose. 2) The increase in the number of offerings in this category, especially from companies such as Mahindra & Mahindra and Piaggio vehicles pvt. Ltd. 12
  • 13. Quardricycle-A new introduction in the Indian market There is a new challenger emerging in the Quardricycle segment. These new vehicles could impact on the entry level sales. These new vehicle could impact on the entry level sales. Quardricycles are three wheelers converted into four wheelers by using, a column axle. All the major three-wheeler units have prepared Quardricycles prototypes. Merger of engine components Division of Lakshmi Auto components with TVS Motor: TVS motor would merge engine component division of Lakshmi Auto Component Ltd. (LAC) and investments and other assets with itself and the dwap ratio has been fixed at once phase of TVS motor for every seven share held as consideration for the merger. Presently TVS motor holds 66.5% of equity capital of LAC, which would be cancelled. Around 66% of LAC s sales come from the engine components division, mode of which is currently being sold to TVS motor. LAC s total net sales in HI FY 04 were Rs. 69 crore and made a net profit of Rs. 10.5 crore.. The Plastics and Rubber components division of LAC will be transferred to the wholly owned subsidiary company, Sundaram Auto 13
  • 14. Components Ltd. The total consideration on slump   sale based is Rs. 12.25 crore. Strong focus on R&D The company has put in place a strong R & D team consisting 400 engineers & is spending about 3% of its turnover on R & D every year and has in the process setup a strong world class facility for product design and development. During 2002-03, the company applied for 16 patents & published five technical research papers in international conference. Modified research projects are carried in association with leading international research labs and Indian institutes. R & D as percentage of sales in expected to increase from 1.5% in FY o2 to 3.2% in FY 04. Valuation The company s valuations are dependent on five events:  Current four businesses grow at the normal industry growth rates.  New product launches achieve their targets and are well accepted by the market.  Three wheeler foray achieve targeted volume in the desired rates of return on capital employed.  Quadricycle foray achieve the desired rate of return on the capital employed. 14
  • 15.  Overall investment returns TVS MOTOR COMPANY TVS Motor Company Limited, part of the TVS Group, is one of India's leading two- wheeler manufacturers. With a turnover of over Rs.2700 crores, the Company manufactures a wide range of motorcycles, scooters, mopeds and scooterettes. Little wonder, it boasts of more than 7 million happy customers. The chapter called two wheelers in India begins….. The year was 1980. And it is a year to remember for the Indian twowheeler industry. For it was this year that saw India's first two-seater moped, TVS 50, rolling out on the Indian roads. For some it was freedom to move. For some, shorter distances to span. For the Indian Automobile sector, a breakthrough to be etched in history. With the joint venture with Suzuki Motor Corporation in 1983, TVSSuzuki became the first Indian company to introduce 100 cc IndoJapanese motorcycles in September 1984. Through an amicable agreement the two companies parted ways in September 2001. 15
  • 16. Unmatched Performance 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 18.3% market share in motorcycles. Graph Wide Network With a strong sales and service network of 500 Authorized Dealerships, 1018 Authorized Service Centres and over 864 Certified Service Points, TVS is growing from strength to strength. World Class Facilities The company manufactures its motorcycles, scooterettes and mopeds at its state-of-the-art factories in Mysore and Hosur. Product Range TVS offers a wide range of two- wheelers - Motorcycles - TVS Centra / TVS Victor / TVS Fiero F2/ TVS Max 100/ TVS Max 100 R - Scooterettes - TVS Scooty Pep/ TVS Scooty 2S - Mopeds - TVS XL Super/ TVS XL Super HD 16
  • 17. VISION TVS Motor - 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. TVS Motor - The Industry Leader TVS Motor will be one among the top two two-wheeler manufacturers in India and one among the top five two-wheeler manufacturers in Asia. TVS Motor - Global overview TVS Motor will have profitable operations overseas especially in Asian markets, capitalizing on the expertise developed in the areas of manufacturing, technology and marketing. The thrust will be to achieve a significant share for international business in the total turnover. 17
  • 18. TVS Motor - At the cutting edge TVS Motor will hone and sustain its cutting edge of technology by constant benchmarking against international leaders. TVS Motor - Committed to Total Quality TVS Motor is committed to achieving a self- reviewing organization in perpetuity by adopting TQM as a way of life. TVS Motor believes in the importance of the process. People and projects will be evaluated both by their end results and the process adopted. TVS Motor - The Human Factor TVS Motor believes that people make an organization and that its well-being is dependent on the commitment and growth of its people. There will be a sustained effort through systematic training and planning career growth to develop employees' talents and enhance job satisfaction. TVS Motor will create an enabling ambience where the maximum self-actualization of every employee is achieved. TVS Motor will support and encourage the process of self-renewal in all its employees and nurture their sense of self worth. 18
  • 19. TVS Motor - Responsible Corporate Citizen TVS Motor firmly believes in the integration of Safety, Health and Environmental aspects with all business activities and ensures protection of employees and environment including development of surrounding communities. TVS Motor strives for long-term relationships of mutual trust and inter- dependence with its customers, employees, dealers and suppliers. 19
  • 20. MILESTONES Launched Centra in January 2004, a TECHNOLOGY Uncompromising Quality, TECHNOLOGY TVS Motor Company's R&D division has an imposing pool of talent and one of the most contemporary labs, capable of developing innovative designs. Committed to achieving total customer satisfaction through Total Quality Control (TQC), the Company continuously strives to give the customer, the best value for money. ECO-FRIENDLY TVS is committed to protecting the environment. The company's manufacturing facilities at Mysore & Hosur have state-of-the-art facilities & air pollution control measures. Even the suppliers are encouraged to ensure that their products meet eco-friendly norms. 20
  • 21. ALWAYS FIRST - Launched TVS 50, India's first 2-seater, 50cc moped in Aug 1980. - First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept 1984. Launched India's first indigenous Scooterette, TVS Scooty in June 1994. - Introduced India's first catalytic converter enabled motorcycle, the 110cc Shogun in Dec 1996. - Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997. - Launched India's first high performance moped - the XL Super, with a 70 cc engine in Nov 1997. - Launched Victor in August 2001, a world-class 4- stroke 110 cc motorcycle. World-class 4-stroke 100 cc motorcycle with VT-i Engines for bestin-class mileage. 21
  • 22. AWARDS Deming Award TVS Motor is the third Indian company to win the Deming Prize. Only two other TVS companies have managed this before. It's been a long time since the Union of Japanese Scientists and Engineers instituted the Deming Prize. But very, very few organizations outside Japan have had the honor of receiving it. In fact, the TVS Motor Company is the world's first motorcycle company to be awarded the prize. As for the TVS Group, it's a third. Sundaram-Clayton Ltd. (Brakes Division) and Sundaram Brake Linings Ltd. have already won it. The Deming Prize is the ultimate confirmation of our commitment to quality control. A confirmation known to every TVS rider across the country. 22
  • 23. TVS Motor Company unveils TVS Centra with 'VTi Engines' Creates History in the Technology Frontier of the Automobile Industry in India TVS Centra crosses an astounding 20,000 sales mark in 40 days Hosur, March 6, 2004: TVS Motor Company today announced that the sales of TVS Centra, powered by the indigenously developed Variable Timing Intelligent (VT-i) engine technology crossed 20,000 units in just 40 days since its launch in mid January 2004, the best ever clocked by any new product from the TVS Motor Company stable. This achievement is expected to spiral the overall growth of TVS Motorcycles sales in the coming months. The impressive sales figures reflect the customer's faith in the technological capability of TVS Motor Company to fully live up to its promise of delivering a world-class product at an affordable price. Due to excellent customer feedback across the country, TVS dealers are being pressurized with enquiries on the new 100 CC 4 Stroke Centra and its revolutionary VT-i engine technology. Having caught the public's imagination, TVS Centra has fully lived up to its promise of a 'Fill it Once a Month Bike' where a full tank of petrol lasts for a month based on the average use of motorcycle customers. 23
  • 24. A panel of leading auto experts in India, after having tested TVS Centra, have endorsed the fact that it was the 'best in its class' and also commended TVS Motor Company on its technology prowess and innovation. TVS Centra is powered by VT-i engines which are designed to deliver superb performance on fuel efficiency and torque delivery based on three fundamental actions namely variable ignition timing and superior combustion of fuel, friction reduction and fuel wastage reduction. Added to its technological edge are features that include attractive price, fuel efficiency, low maintenance, contemporary style, ride comfort and backed by TVS Motor Company's reliability, making it truly the preferred two- wheeler in its class. Chennai, January 5, 2004: India's leading two wheeler major, TVS Motor Company's commitment to produce the best technology in its products for its customers has led to the launch of TVS Centra with Variable Timing intelligent engines (VT-i), a 100 CC 4 Stroke motorcycle targeted at the Popular Segment. This revolutionary new VT-i engine technology, developed indigenously by TVS Motor Company, inbuilt into TVS Centra will make it the most fuel-efficient motorcycle in the Country. It will be rightfully called as the 'Fill it Once a Month Bike' where a full tank of 24
  • 25. petrol will last for a month based on the average use of motorcycle customers. The VT-i Engines by TVS Motor Company will go down in the history of the Automobile Industry in India as one of the most innovative technology developed indigenously. The VT-i engines are designed to deliver superb performance on fuel efficiency and torque delivery based on three fundamental actions namely variable ignition timing and superior combustion of fuel, friction reduction and fuel wastage reduction. This action facilitates deceleration fuel cut off, faster warm up of the Engine and has four curve ignition mapping Like all TVS Motor Company products, TVS Centra too has been engineered and designed keeping in mind extensive customer feedback and changing customer needs. TVS Centra will be the first motorcycle in India that will bundle price, mileage, maintenance, style, reliability, power, ruggedness and ride comfort making it truly a value for money personal transportation two-wheeler. Those who want all these performance attributes in a commuter motorcycle at a great price; nothing will beat the TVS Centra for all the advantages it offers. 25
  • 26. TVS Centra is built around to give a mileage that will offer atleast 10 per cent more than any other motorcycle in the country, today. It will be powered by 7.5 Brake Horse Power (Bhp) at 7250 RPM making it the most powerful motorcycle in its class. TVS Centra will also be known for its nimble handling and riding comfort enabling easy maneuvering even in busy city traffic. Its contemporary style with big muscular tank and well-rounded looks with a horizontal engine and superior ergonomics will mark a new standard in the popular segment of two wheelers. It will come with Econometer to keep a check on the mileage / power ratio, wide and skid free seat and Utility space. . 26
  • 27. TVS Motor Company posts 117,101 two wheeler sales in October 2008; Exports up by 30% Hosur November 1, 2008 : TVS Motor Company has registered total two wheeler sales of 117,101 units in October 2008 against 129,614 units in the corresponding period of the previous year. This year, both the important festivals of Dussera and Deepavali were celebrated in October and consequently, placement of stocks with the dealers for the festival season was effected in September. Restricted availability of retail finance, high liquidity and general inflationary trends witnessed by the market also affected sales. However, the cumulative sales of September 2008 and October 2008, show a growth of 4% when compared to the same period of the previous year. The company's motorcycle sales stood at 59,217 units in comparison with 67,752 units recorded in October 2007. Scooters recorded 23,487 units as against 28,119 units during the same period of the previous year . 27
  • 28. During the month, the company won two prestigious IT Awards, namely the SAP ACE 2008 award and the 2008 Symantec South Asia Visionary Award. While the company won the SAP ACE Award for digitization of new product development process in SAP by implementing PLM (Product Lifecycle Management), the Symantec South Asia Visionary Award was conferred for the way the company secured and managed systems and information. Exports continued its upward growth trend, posting an increase of 30%; registering 17,013 units of two wheelers in October 2008 as against 13,042 units in the corresponding period of the previous year. TVS Motor revenues grow at 23.2% in Q2 exports up 52% Bangalore, October 30, 2008: TVS Motor Company today reported a 23.2 % increase in revenues, registering Rs. 1034 crores for the quarter ended September 2008 of the financial year 2008-09, when compared to Rs. 839 crores in the corresponding quarter of the previous year. Despite the challenging environment caused by increasing input material costs, general inflationary trends and lack of availability of retail finance, the company has posted Profit before Tax of Rs. 13.9 crores and Profit after Tax of Rs. 10.4 crores when compared to Rs. 16.9 crores and Rs. 11.9 crores in the corresponding 28
  • 29. period of the previous year. The last year's September Quarter had the benefit of Rs. 10.2 crore (net) on account of exceptional items. Profit before exceptional items for the quarter is higher at Rs. 13.9 crore in comparison with Rs. 6.7 crores of the corresponding quarter of last year. The company has recorded growth in sales despite adverse retail financing. Motorcycles witnessed higher sales at 1.81 lakh during the quarter compared to 1.44 lakh units over the previous period. Scooters clocked sales of 0.77 lakh in comparison to 0.76 lakh units during the corresponding quarter of the previous year. During the quarter, the company crossed yet another milestone when it reached two million units of TVS Scooty in July 2008. Indian Tennis star, Sania Mirza became the new Brand Ambassador for the Scooty brand. The company chose to associate with Sania as brand ambassador since she emanates the brand qualities of independence, progress and accomplishment. During the quarter, the company further broadened the horizons of its TVS Scooty brand with the launch of Balancing Wheels, a unique and innovative product engineered specifically for the TVS Scooty, addressing a never-before segment, who do not know how to ride, even a bicycle. 29
  • 30. In June 2008, the company unveiled its feature rich TVS Apache RTR FI offering riders the instant thrill and superior performance of a fuel injected 160cc engine. The second quarter also witnessed the commemoration of the first anniversary of the Apache RTR brand while the company crossed yet another landmark delivering the 2,50,000thApache. Exports Exports continued the upward growth path registering a total number of 0.55 lakh units during the quarter ended September 2008, recording a growth of 52% over the same period last year. The company has expanded its footprint to more than 54 countries across the globe. Future Outlook The global financial crisis, the consequent serious liquidity issues and higher financing costs are likely to impact the growth prospects of the two-wheeler industry. Retail finance has become even more difficult. The tight liquidity will affect the ability of dealers to stock two-wheelers. The drop in the commodity prices, however, is a welcome break. The company will continue the vigorous implementation of its 30
  • 31. improved value-engineering program to reduce costs. The company continues to maintain the highest quality standards of all its products. SUB DIVISION OF SHARES In order to improve the shareholder value and to facilitate greater liquidity in its equity shares, TVS Motor Company recently subdivided the face value of its shares to Re. 1/- each. Earlier the face value of the shares was Rs. 10/- MERGER OF LAKSHMI AUTO COMPONENTS WITH TVS MOTOR COMPANY The Shareholders of TVS Motor Company and Lakshmi Auto Components (LAC) have on 19th January 2004 approved the merger of Engine Division of LAC with TVS Motor Company and transfer of Rubber and Plastics division of LAC to Sundaram Auto Components Limited, a wholly owned subsidiary of TVS Motor Company. The company expects to obtain the approval of High Court of Tamil Nadu and complete other statutory formalities in the next few months. This merger is expected to improve the overall profitability of TVS Motor Company. 31
  • 32. PRODUCT PROFILE TVS APACHE (RTR) The recently launched TVS Apache RTR FI 160 has added an another stunner on the roads. Stylish alloys, unique grab rails, classy silencer, larger & sharp lined fuel tank, all these elements combine perfectly to give TVS Apache RTR 160 a sporty eye-catching looks. The Apache RTR 160 has been upgraded with electronic fuel injection (EFI) and becomes Apache RTR 160 Fi. The EFI technology has enabled TVS to boost peak power of this bike. TVS has priced the new model at Rs. 65000. TVS SCOOTY PEP   First Love A sleek duo-tone body. Body colored coordinated mirrors. A smiley headlamp. Winky indicators. Looks even better with you on it. POWER 75cc 4stroke engine to pep up your ride. A bigger, more comfortable seat for two and strong hydraulic shock absorbers for a smoother ride. 32
  • 33.  TECHNOLOGY A unique power/economy mode for extra mileage. An auto reserve fuel tap. No more turning knob from main to reserve. Auto chokes for instant starts. Every time.  SAFETY Puncture Resistant Tyres that come with a special sealant inside, minimizing chances of a flat. A side stand alarm that beeps if you forget to take off the stand. Multi focal reflector headlamp and side reflectors for enhanced visibility. Now all you need is an equally funky helmet and you  re all set to pep. 33
  • 34. INTRODUCTION OF THE PROJECT Someone has rightly said that practical knowledge is far better than classroom teaching. During this project I fully realized this and I came to know about how a consumer chooses among a varied range of products available to him. The subject of my study is market survey of customer buying behavior in bikes taking TVS for comparison, which has slowly but steadily evolved, from a beginner to a corporate giant earning laurels and kudos throughout. The report contains first of all brief introduction about the company. Finally there comes data presentation and analysis in the end of my report. I also put forward some of my suggestion hoping that they help TVS Motor Company move a step forward to being the very best. 34
  • 35. SCOPE OF THE STUDY The scope of the study is to study the customer buying behavior of the respondents in New Delhi and attain the awareness level of the customers. The scope is that the services of the dealer, advertising media as well as celebrity has made an effect on the customer or not and how much. This study also allows knowing the future prospects of the company and where it is at present in the market. OBJECTIVE OF THE STUDY  The objective of the study is to analyze the customer buying behavior of the respondents in motorbikes of different brands .  To study the future prospects of TVS motorbikes.  To provide a fair picture of technology used by TVS motors.  To study the sales trends of tvs motors.  To analyze the quality of after sales services being provided by tvs motors. 35
  • 36. CHAPTER-2 RESEARCH METHODOLOGY SAMPLE SIZE SAMPLE LOCATION RESEARCH TYPE DATA TYPE INSTRUMENTS 36
  • 37. SAMPLE SIZE AND LOCATION The data has been extracted mainly from questionnaires filled up by respondents from New Delhi, Noida and Ghaziabad. Rest of the information has been collected through internet surveys and social networking communities on websites. The questionnaire was filled up by 50 respondents scattered at different places and many more respondents provided valuable information through the internet. The aforementioned questionnaire has been attached at the end of the project. 37
  • 38. RESEARCH AND DATA TYPES The purpose of methodology section in the report making is to describe the research process that is followed while doing the main part. The research design plays a pivotal role in the quality and content of the data in making of any project report. The type of research design chosen is seen to have a bearing on all the aspects of report writing. Research Design: Descriptive Research design The research design undertaken for the study was Descriptive one. The reason for using a descriptive research method was to obtain qualitative data and also since the nature of study is as such that it required the exploration of various aspects within and outside the company. In order to carry out a well researched analysis efforts were taken to collect enough information from the respondents. For this purpose various primary and secondary sources were used. This would however include the research design, the sampling procedure, and the data collection method. This section is perhaps difficult to write as it would also involve some technical terms and may be much of the audience will not be able to understand the terminology used. The methodology followed by the researcher, during the preparation of the report was: 38
  • 39. Source of Data Collection a) SECONDRY DATA b) PRIMARY DATA SECONDRY DATA - When an investigator uses the data that has been already collected by others is called secondary data. The secondary data could be collected from Journals, Reports, and various publications. The advantages of the secondary data can be  It is economical, both in terms of money and time spent .The researcher of the report also did the same and collected secondary data from various internet sites like Google.com, altavista.com and many more. The researcher of the report also visited various libraries for collection of the introduction part. PRIMARY DATA - Primary data is that kind of data that is collected by the investigator himself for the purpose of the specific study. The data such collected is original in character. The advantage of this method of collection is the authentic. A Set Of Questions Were Put Together In The Form Of Questionnaire With 13 Questions. The method of sampling was the Random. 39
  • 40. INSTRUMENTS for Data Collection The instruments used for collection of data were mainly questionnaires, internet surveys and personal visits to the respondents. Tools Used for Analysis • Bar Diagram • Pie Diagram • Tables 40
  • 42. ANALYSIS OF CUSTOMER BUYING BEHAVIOUR NEW DELHI 42
  • 43. QUE-1 INTERPRETATION 0 In this question particular question it is found that 93% of respondents are having motorbike and 7% are either having scooter or moped. On the basis of the above pie-chart it is clear that more people own bike. 43
  • 44. QUE-2 WHICH BR 90 80 INTERPRETATION 8 72 70 60 The above bar-graph shows the brand awareness of bikes among the respondents. In the above bar-graph it is clear that HERO HONDA is the most popular brand in New Delhi whereas BAJAJ and YAMAHA follow 2 nd and 3 place. TVS comes at 4th place taking lead from rd 50 40 30 LML, KINETIC and ENFIELD BULLET. VALUES 44 20
  • 45. QUE-3 WHICH SLOGAN 45 40 INTERPRETATION 40 The above Bar-Graph shows that in New Delhi area HERO HONDA has scored the maximum number of points with BAJAJ and TVS on 35 30 2nd and 3rd spot. TVS has scored 9 points out of the sample size of hundred and has taken lead from LML, KINETIC and ENFIELD BULLET. 25 VALUES 20 15 45
  • 46. QUE-4 Which factors do you consider while purchasing a Bike? WHICH FACTORS DO YOU CONSIDER WHILE PURCHASING A BIKE? S ta t is tic s M IL E A G E S T Y L E V a lid 100 100 M is s in g 0 0 PO W ER 100 0 P R IC E 100 0 BRAN D 100 0 SPAR E AF T ER SALE PART S S E R V IC E F IN A N C IN G 100 100 100 0 0 0 N Frequency Distribution M E G IL A E F q e cy re u n V alid 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 8 0 .0 T ta o l 5 8 1 9 1 5 3 2 2 1 10 0 P rce t e n 5 .0 8 1 .0 9 1 .0 5 3 .0 2 . 0 2 .0 1 .0 10 .0 0 V alid P rce t e n 5 .0 8 1 .0 9 1 .0 5 3 .0 2 .0 2 .0 1 .0 1 .0 00 C u tive um la P rce t e n 5 .0 8 7 .0 7 9 .0 2 9 .0 5 9 .0 7 9 .0 9 1 0.0 0 SYE T L F qec re u n y V lid a 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 7 0 .0 T ta o l 1 2 3 0 3 1 1 6 8 2 1 10 0 P rc n e et 1 .0 2 3 .0 0 3 .0 1 1 .0 6 8 .0 2 .0 1 .0 10 0 .0 V lid P rc n a e et 1 .0 2 3 .0 0 3 .0 1 1 .0 6 8 .0 2 .0 1 .0 10 0 .0 C m la e u u tiv P rc n e et 1 .0 2 4 .0 2 7 .0 3 8 .0 9 9 .0 7 9 .0 9 10 0 .0 46
  • 47. P WR O E F qec re u n y V lid a 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 7 0 .0 8 0 .0 T ta o l 2 5 2 7 1 8 9 8 5 5 3 10 0 P rc n e et 2 .0 5 2 .0 7 1 .0 8 9 .0 8 .0 5 .0 5 .0 3 .0 10 0 .0 V lid P rc n a e et 2 .0 5 2 .0 7 1 .0 8 9 .0 8 .0 5 .0 5 .0 3 .0 10 0 .0 C m la e u u tiv P rc n e et 2 .0 5 5 .0 2 7 .0 0 7 .0 9 8 .0 7 9 .0 2 9 .0 7 10 0 .0 P IC R E F qec re u n y V lid a 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 7 0 .0 T ta o l 2 1 7 1 6 3 9 1 7 7 2 10 0 P rc n e et 2 .0 1 .0 7 1 .0 6 3 .0 9 1 .0 7 7 .0 2 .0 10 0 .0 V lid P rc n a e et 2 .0 1 .0 7 1 .0 6 3 .0 9 1 .0 7 7 .0 2 .0 10 0 .0 C m la e u u tiv P rc n e et 2 .0 1 .0 9 3 .0 5 7 .0 4 9 .0 1 9 .0 8 10 0 .0 B A D R N F qec re u n y V lid a 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 7 0 .0 8 0 . 0 T ta o l 3 1 1 2 3 3 7 1 6 9 1 10 0 P rc n e et 3 .0 1 .0 1 2 .0 3 3 .0 7 1 .0 6 9 .0 1 .0 10 0 .0 V lid P rc n a e et 3 .0 1 .0 1 2 .0 3 3 .0 7 1 .0 6 9 .0 1 .0 10 0 .0 C m la e u u tiv P rc n e et 3 .0 1 .0 4 3 .0 7 7 .0 4 9 .0 0 9 .0 9 10 0 .0 47
  • 48. S A EP R S P R A T F qu nc re e y V lid a 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 7 0 .0 8 0 .0 T ta o l 1 3 5 5 8 2 8 3 5 1 5 10 0 P rce t e n 1 .0 3 .0 5 .0 5 .0 8 .0 2 .0 8 3 .0 5 1 .0 5 1 0.0 0 V lid P rce t a e n 1 .0 3 .0 5 .0 5 .0 8 .0 28 .0 35 .0 15 .0 1 0.0 0 C u tive um la P rce t e n 1 .0 4 .0 9 .0 1 .0 4 2 .0 2 5 .0 0 8 .0 5 10 .0 0 A T RS L S R IC F E AE E V E F qec re u n y V lid a 1 0 .0 2 0 .0 3 0 .0 4 0 .0 5 0 .0 6 0 .0 7 0 .0 8 0 .0 T ta o l 1 1 3 4 2 0 3 0 1 8 2 3 10 0 P rc n e et 1 .0 1 .0 3 .0 4 .0 2 .0 0 3 .0 0 1 .0 8 2 .0 3 10 0 .0 V lid P rc n a e et 1 .0 1 .0 3 .0 4 .0 2 .0 0 3 .0 0 1 .0 8 2 .0 3 10 0 .0 C m la e u u tiv P rc n e et 1 .0 2 .0 5 .0 9 .0 2 .0 9 5 .0 9 7 .0 7 10 0 .0 F AC G IN N IN F qec re u n y V lid a 3 0 .0 4 0 .0 6 0 .0 7 0 .0 8 0 .0 T ta o l 1 2 1 0 3 0 5 7 10 0 P rc n e et 1 .0 2 .0 1 .0 0 3 .0 0 5 .0 7 10 0 .0 V lid P rc n a e et 1 .0 2 .0 1 .0 0 3 .0 0 5 .0 7 10 0 .0 C m la e u u tiv P rc n e et 1 .0 3 .0 1 .0 3 4 .0 3 10 0 .0 48
  • 49. Graphical Representation 70 60 50 40 30 20 10 Count 0 1.00 2.00 3.00 4.00 5.00 6.00 8.00 MILEAGE 49
  • 50. 40 30 20 10 Count 0 1.00 2.00 3.00 4.00 5.00 6.00 7.00 STYLE 30 20 10 Count 0 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 POWER 50
  • 51. 50 40 30 20 10 Count 0 1.00 2.00 3.00 4.00 5.00 6.00 7.00 PRICE 40 30 20 10 Count 0 2.00 3.00 4.00 5.00 6.00 7.00 8.00 BRAND 51
  • 52. 40 30 20 10 Count 0 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 SPARE PARTS 40 30 20 10 Count 0 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 AFTER SALE SERVICE 52
  • 53. 60 50 40 30 20 10 Count 0 3.00 4.00 6.00 7.00 8.00 FINANCING INTERPRETATION From the above mentioned tables and graphs we can see that parameters like mileage, power and style holds an upper edge over the other parameters which affect the purchase decision of bike. Thus customers are more likely to see the mileage aspect before actually buying a product. 53
  • 54. QUE-5 WHO INFLUENC 50 45 INTERPRETATION 40 From the above graph it is clear that FAMILY plays a major role in the purchase of bike and the 35 reference and suggestions of FRIENDS come at the second place. Whereas MEDIA factor comes at third 25 place with DEALER making no promising affect on the purchase of bike. 30 VALUE 25 20 54
  • 55. QUE-6 HAVE YO INTERPRETATION As shown in the above PIE CHART, the percentage of respondents who have visited the TVS SHOWROOM is more than those respondents who have not visited the TVS SHOWROOM. Thus the interest of customers in TVS product can relate to 62% among 100 respondents. 38% 55
  • 56. QUE-7 IF YES 30 25 INTERPRETATION As shown in the above graph there are four FACTORS, which show the experience of the respondents after visiting the TVS showroom. It is clear that most of the respondents had GOOD experience with 22 respondents having average experience. Only 8 respondents are having a bad experience, which shows the quality of the TVS showroom. 20 VALUES 15 56 10
  • 57. QUE-8 IF NO, WHY YOU INTERPRETATION 0% As shown in the above PIE-CHART 89% of the respondents are not interested in TVS products and 11% of them are not satisfied with TVS bikes. This was an open ended question therefore most of the answers were in account to the satisfaction level and interest in the TVS BIKES. 57
  • 58. QUE-9A DO YOU INTERPRETATION 0% As given in the PIE CHART above 91% of the respondents know about TVS motorbike and only 9% of the respondents are unaware about the TVS motorbike. This question is based on the awareness as well as past usage of the TVS motorbike. 58
  • 59. QUE-9B IF,YES W 100 100 90 INTERPRETATION 80 As shown in the above BAR GRAPH it is clear that TVS-VICTOR is the most popular bike in New 70 as 100 respondents are aware of Delhi TVS-VICTOR. Second most popular bike is TVS-FIERO F-2, which is known by 35% of the respondents and has taken lead from TVSCENTRA BY 8% which is on the 3rd spot. TVS-MAX-R is on the 4th place with 26% share and has taken lead from TVS-FIERO-FX by 17%. 60 50 40 VALUE 59
  • 60. . QUE-9C HAVE YOU INTERPRETATION In the PIE CHART given above it is clear that out of 100 respondents 68% of them have visited the TVS DEALERSHIP and only 38% have not visited the TVS DEALERSHIP. By the chart given above it makes clear that the TVS DEALERSHIP has attracted more number of respondents 60
  • 61. QUE-10 WHAT HAVE YO 25 21 INTERPRETATION 20 As shown in the BAR-GRAPH it is clear that 21% of the respondents are not satisfied with the service facilities and 20% are satisfied with the service facilities which comes to equal ratio.10% of the respondents liked the staff and 4% are not satisfied with the staff. 15 Interesting part is that 7% of the respondents wanted more space at the TVS-DEALERSHIP. VALUE 10 61
  • 62. QUE-11 DOES CELEBRIT INTERPRETATION In the given PIE CHART 66% of the respondents have no affect with the celebrity endorsement during the purchase of the bike. Whereas 34% of the respondents agreed that celebrity endorsement do make an effect on the purchase decision of the bike. 62
  • 63. QUE-12 WHICH BRAND 50 45 INTERPRETATION 48 As shown in the BAR DIAGRAM it40 is clear that HERO HONDA is the most popular bike in New Delhi with BAJAJ taking the 2nd place with 32%. TVS is the 3rd most popular bike in New Delhi taking lead 35 from YAMAHA, BULLET, LML and KINETIC. 30 30 VALUE 25 20 63
  • 64. QUE-13 IF THERE IS N 40 36 INTERPRETATION 35 28 In the BAR-CHART it is clear that with no price consideration HERO 30 Honda will be the first choice following with BAJAJ and ENFIELD BULLET as 2nd and 3rd choice. Whereas TVS will be the 4th choice which is taking lead over YAMAHA, LML and KINETIC as 5th, 6th 25 and 7th choice. VALUES 20 15 64
  • 66. RECOMMENDATIONS In the analysis the respondents have shown that they consider TVS motor company after HERO HONDA and BAJAJ and this is a major concern for the company. TVS motor company has to make some arrangements to increase the awareness level among the prospects through media. The company should also emphasize on other bikes excluding TVS VICTOR and TVS CENTRA because some of the bikes in TVS like Apache RTR are more popular than these bikes in the surveyed area. In New Delhi the respondents who have visited the dealership are not satisfied with the service facilities which can be improved by regular visit of the service managers as well as providing regular training to the staff as well as the owner. The dealership in New Delhi also lacks in space, which is a major concern because the first impression on the mind of the customer is about the window display, which can be improved with the help of the professionals. The buying behavior of the customers in New Delhi is not focused on the celebrity endorsement but they want a product which should contain all the factors and at an affordable price. The customers in New Delhi want more number of dealers in their area so as to have more options in visiting the dealership. Every 66
  • 67. dealership should have the same services and excellent window display so as to attract more customers. As in the demographic phase of the respondents the younger generation wants to have a bike with lot of power and style which TVS should come within future .As TVS has launched its new bike VICTOR GLX in the market. TVS should improve its channel management and should invest in the brand image in the market. LIMITATIONS This report incorporates sincere efforts to submit the best possible dossier on the topic assigned because no study can be perfect. There are bound to be limitations that I faced and within which I had to work. The data used in most part of the report is secondary data, it has inherent discrepancy. As TVS is still not a household brand name, some of the respondents were not completely aware of its products and track record. 67
  • 68. SUMMARY Ever since man evolved into social animal he felt the need for  Transportation . As he formed a civilization he felt the need for  Better Transportation . Today on the threshold of exploring the universe he feels the need of  Best Transportation . Truly the modern world relies on transportation which can be airways, roadways, railways and on water. Bicycle was the most important part of road transportation in early days and as the scenario changed bicycle was transformed into a fast, stylish and trendy mode of transport known as Motorcycle nowadays known as Motorbike. Each human being that is living in this social world knows the importance of bikes because it serves the purpose in any kind of situation and in any part of this world. The topic of the project is Customer Buying Behavior taking TVS for comparison. TVS motor company is one of the leading bike manufacturers in India. The analysis of the project was based on customer s point of view. For the study, both primary data and secondary data were required. The primary data was collected 68
  • 69. based on a survey research, using a structured questionnaire with both open ended and closed-ended questions. The sampling procedure used was random sampling for the 1st objective i.e. to understand consumer needs on motorbikes. For the 2nd objective i.e. to understand the awareness levels of TVS I went to the prospects and met the respondents to fill the questionnaire. The mode of survey was of personal interview, where the respondents filled up the questionnaires. The secondary data was collected from business newspapers, magazines, Company brochures, journals and the Internet. The major conclusion from this study was that TVS has to improve itself to gain the 1st position in the market as it is doing well to maintain its 3rd position in the market. In terms of competition TVS has neck- to-neck competition with Hero Honda and Bajaj. TVS has a lot of work to do if it has to take lead and remain the leading manufacturer in India. 69
  • 70. CONCLUSION  The facts and figures shown in the analysis is correct and the survey has been done in a good faith and responsibility  As HERO HONDA, BAJAJ and YAMAHA have taken the 1st, 2nd and 3rd position. Thus TVS motor co. has to make some more efforts to increase the awareness among the people in the context of bikes.  The respondents have been asked about the most effective slogan in different brands of bikes in which again HONDA and BAJAJ have taken the lead. TVS motor co. has emphasized only on VICTOR and not on other bikes, thus people only know about VICTOR and not other bikes. Print media and different types of media should be used to make people know about the slogan.  The respondents in the factors, which they consider while purchasing a bike, have done the ranking. MILEAGE is the first factor following with POWER and STYLE and also with an adaptable PRICE. The company has to make efforts for making a product that should have all these three factors with considerable price. 70
  • 71.  The most influencing factor in purchasing decision of the bike is FAMILY and after that FRIENDS which is not at all linked with the company investment. The company generally invests in Dealer promotion and Media, which is not appropriate as analyzed in this question. Awareness level through Media and dealer should be increased.  When asked about the experience at the TVS dealership most of the respondents had a good and average experience with a small number having bad experience. The small number of bad experience can be avoided by giving warm welcome and good behavior by the staff.  The respondents who have not visited the TVS dealership are either not interested in TVS bikes or they are not satisfied with TVS products. In this matter the dealer should increase the road shows as well as arrange regular customers meeting which will create interests in other prospects.  Most of the respondents had knowledge about the TVS bikes, which is a good sign for the TVS motor company.  In TVS motor company VICTOR is the most popular bike and very interestingly without any media interaction FIERO F2 has taken the 2nd spot with CENTRA on the 3rd spot which has taken a lead with only one place from MAX-R .It is recommended that FIERO F2 should be given equal sales promotion than 71
  • 72. CENTRA because of its popularity has come through people network and not through channel media.  The respondents have liked the service facility and the staff but the important factor is the lack of space. The dealership in New Delhi has to improve the staff as well as the after sales services and the customer relations.  Celebrity endorsement does not affect most of the respondents whereas only 34% of the respondents have an affect over the purchasing decision of bike. Company should give more importance to the product so as to give the best in quality to the customer.  In context to popularity TVS ranks 3rd according to this sample size and thus the company should introduce new products as well as reposition its product according to the demand in the market.  In the case of no price consideration TVS ranks 4th and according to survey analysis the respondent wants to purchase his dream bike which TVS Company has to make in comparison with HERO HONDA, BAJAJ and ENFIELD BULLET. 72
  • 73. BIBLIOGRAPHY  WEB SITE • Google.com,www.tvsmotor.com  TEXT BOOKS • Marketing Research, Test and cases, Richard D. Irwin, Linois C.R Kothari, Research Methodology •  NEWS PAPER • Times Auto • The Economic Times  MAGAZINES • Auto Sports • Business Outlook 73
  • 74. TVS MOTOR COMPANY CUSTOMER BUYING BEHAVIOUR (NEW DELHI) QUESTIONNAIRE Que1. Do you own a Bike? Yes  No  If yes, which Bike do you have? Specify __________________________________ Que2. Which brands of Bike are you aware of……..? TVS HERO HONDA ENFIELD YAMAHA BAJAJ LML KINETIC        74
  • 75. Que3. Which slogan of Bike affects you the most and of which brand…? Specify___________________________________ Que4. Which factors do you consider while purchasing a Bike? [Rank] MILEAGE STYLE PRICE BRAND SPARE PARTS AFTER SALE SERVICE Que5. Who influenced you while purchasing the Bike?       FRIENDS DEALER FAMILY MEDIA Que6. Have You Visited Any TVS Showroom?     Yes No   75
  • 76. Que7. If yes, what was the Experience? VERY GOOD GOOD AVERAGE BAD     Que8. If No, why you have not visited the TVS Showroom? Please Specify______________________________ Que9. If you have a Motorcycle other than TVS?  Do you know about TVS Motor bike? Yes  No   If yes which Brand of TVS Motor bike? Specify ___________________________________ Have you visited TVS DEALERSHIP? Yes  No   76
  • 77. Que10. What have you liked OR Disliked at TVS DEALERSHIP? Specify____________________________________ Que11. Does celebrity endorsement affect the purchase of Bike? Yes  No  Que12. Which brand do you think is most popular in the Market? Specify___________________________________ Que13. If there is no price consideration which brand would you buy? Specify___________________________________ THANKS A LOT FOR PARTICIPATING!! NAME ……………………………………………….. AGE…………………………………………………… SEX……………………………………………………. 77