Factor Influencing On Purchase Decision of Two Wheeler-Bilal Luhar

A Summer Internship Project Report on Factor Influencing Purchase Decision of Two Wheeler in Himatnagar Undertaken at TVS MOTORS COMPANY
LTD IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ASMINISTRATION In Gujarat Technological University
Under the Guidance of: Assi.Prof.Ankit Parekh SIM, Himatnagar Submitted By: Bilal Sirajuddin Luhar Batch:- 2011-13 Enrollment no:-117530592001
Submitted to: Samarth Institute of Management, Himatnagar Affiliated to Gujarat Technological University
Factor Influencing Purchase Decision of two wheeler in Himatnagar
Preface
Master of Business Administration (MBA) one of the most reputed professional course which includes both theoretical and practical training as a part of two year curriculum. Progress is the continuous process. We cannot stop at certain destination and declare that target has achieved. During my project, I carried out a research on the factors which influence the purchase decision of two wheeler in Himatnagar. This report helps in applying the entire theoretical concept into the real corporate world. It helps in the developing managerial skills using which I can convert abstracts into language in this regards. I had undertaken a project study on purchase decision of buyer in Himatnagar. I believe that this report surly helps to TVS motors company ltd for increase their sales volume.
AKNOWLEGEMENT
I would like to thank Mr. Arun Sharma, Area Manager-Sales, TVS Motor Company and Mr. Manish Shah, Area Manager-Service, TVS Motor Company for granting me a permission to prepare my project report. I am grateful to him for having taken time off his busy schedule and spoken to the concerned person to get me this Training.
I express my gratitude to the TVS Motor Company and Agwan TVS for giving me an opportunity to work for them. I thank all other staff members to guide me speciall y Mr.Islam Luhar owner of Agwan TVS Motors Pvt Ltd for supported me in the survey.
I also thank my College, Samarth Institute of Management to give me this opportunity to put the theoretical knowledge into practical knowledge that I am imparting from the MBA program. I thank Professor, Mr. Ankit Parekh Sir and our Head of Department Prof. Tushar Bhavsar Sir for guiding and supporting me throughout the course of Training.
I am also greatly Indebted to our other faculty members of our college, who was there to listen me and help me throughout this project, if I had any problem. They have been also so lenient.
At last, thanks to our friends and classmates for being so supportive. Thank you.
INDEX
Chapter I II 1. 2. Preface Acknowledgement Executive summary Indian Automobile Industry 2.1The Indian Automobile Industry 2.2Indian Automobile Industry structure 3. Introduction of Two Wheeler Industry 3.1. Introduction of two wheeler Industry 3.2. introduction of Indian Two wheelers company 3.3. Overview of two wheeler sector 3.4. Evolution of two wheeler industry in India 3.5. Market share of two wheeler automobile sector 4. Introduction of Tvs motors company ltd 4.1 Introduction of Tvs group 4.2 Detail about Tvs Motors Pvt Ltd 4.3 Other major companies of Tvs group 5. Major factors influencing consumer behavior 5.1 Cultural factor 5.2 Social factor 5.3 Personal factor 5.4 psychological factors 6 Literature Review
pp. 108-116, Mar 2011 6.2 Consumer behavior towards two wheeler motor bikes. Factor Influencing Purchase Decision of two wheeler in Himatnagar
Particular
Page no.
1 3 4 5 6 7 8 10 12 17 19 20 23 25 27 28 28 29 30 31
6.1 Journal of Economics and Behavioral Studies Vol. 2, No. 3, 32 32
Chapter 7. Research Methodology
Particular 34 35 35 36 37 37 39 41 43 44 45
Page no.
8.
7.1 Objective of the research 7.2 Type of research 7.3 Research Plan 7.4 sample Design 7.5 Test and hypothesis 7.6 Gender vise distribution 7.7 Age vise distribution 7.8 Occupation vise distribution 7.9 Income vice distribution Data Analysis
9. 10.
8.1 Company vice Distribution 47 8.2 maintenance-Various brand of two wheeler cross 49 tabulation 50 8.3 Factor Analysis 53 8.4 Chi-square Analysis 57 Findings 64 Limitation, Conclusion and Recommendations 10.1 Limitation 10.2 Conclusion 10.3 Recommendation Bibliography Annexure 66 67 68 69 70 72
11. 12.
INDEX OF TABLE
Table no.
1. 2. 3. 4. 5. 6. 7.
Particular
Gender vise distribution Age vise distribution Occupation vise distribution Income vise distribution Company vise distribution Cross Tabulation of Maintenance and company of the bike. Factor Analysis
Page no. 39 41 43 44 47 49 50
INDEX OF GRAPH
Graph no.
I II 1.1 1.2 2.1 2.2 3.1 4.1 5.1 5.2 6.1
Particular
Market share 2010-11 Market share 2011-12 Gender vise Distribution-Pie Gender vise distribution-Bar Age vise Distribution-Pie Age vise distribution-Bar Occupation vise Distribution Income vise distribution Market share of Two wheeler company-Pie Market share of Two wheeler company-Bar Maintenance company of the bike cross tabulation
Page no. 17 17 39 39 41 41 43 44 47 48 49
Executive Summary
Executive Summary
Purchasing behavior of consumer is depend on factors and attributes of the product. Consumer always prefer their expectance product from where they will satisfied fully. If the companys perform is better than the Expectation of the customer, than the customers will satisfied from the company. But If the Performance is less than the Expectation, than the customer will defiantly dissatisfaction. In the Automobile Industry, all the companies are much focused to satisfy their customer because the satisfied customer will create good word of mouth publicity for you.
In MBA, I am planning to select marketing as my specialization subject so, needs to prepare a survey based project report. I have decided to prepare a report on Factors influencing on purchase decision of two wheeler in Himatnagar. The main objective to prepare this executive report is to know the factors which consumer consider while purchasing two wheeler in Himatnagar.
I surveyed over 200 consumer from Himatnagar. The most of market share is of Hero Honda(now HERO), Bajaj auto, and TVS. Hero Honda is market leader than Bajaj auto is market challenger while Tvs motors id market follower.
I also found the factors which consumer prefer most while purchasing two wheeler in this report. In this study. I also study the satisfaction level of their current two wheeler.
I also found the product awareness should be increase through Paper Adv and Television Adv because very less get information about Tvs new released brands from this popular media. Mostly the customers are come to know about TVS products by reference from friends & family and Dealer Showroom visit. Company should focus on the others media for build brand value and awareness. This report cannot be possible without the immense support of the valuable respondents, Asst. Prof. Ankit Parekh and My loving Friends & Family.
Introduction of Automobile Industry
2.1. The Indian Automobile Industry

The Indian automobile industry is the tenth largest in the world with an annual production of approximately 2 million units. Indian auto industry, promises to become the major automotive industry in the upcoming years and the industry experts are hopeful that it will touch 10 million units mark. Indian automobile industry is involved in design, development, manufacture, marketing, and sale of motor vehicles. There are a number of global automotive giants that are upbeat about the expansion plans and collaboration with domestic companies to produce automobiles in India. Background to the Automobile Industry The growth of Indian automobile sector can be divided into two phases Pre-Liberalization: After independence, the Indian government closely protected the Indian passenger car market for a period of over four decades. Before 1990s, consumer have very limited choice with only a few major automobile manufacturers such as Hindustan motors premier automobiles ,and maruti udygo ltd. in 1991, the Indian economy went through major reforms ,which includes : Approval of foreign direct investment (FDI) in many sectors, including the automobile industry. Removal of industry and import licensing. Post-Liberalization: After 1993 ,many global players entered the Indian market mainly through joint venture and collaboration .Hyundai, ford, general motors ,Toyota ,Honda ,are among them since then, 17 new ventures have come up in the last ten years. Over the last five years, the industry has growth at the rate of 14 percent. 9 million vehicles have been sold in year 2005-2006. Indian vehicles exports have growth at a rate of 40 percent in recent past. The industry encompasses commercial vehicles, multi-utility vehicles, passenger car, two wheeler, three wheeler and components. Present, India is the: Second largest two-wheeler market in world. Fourth largest commercial vehicle market in the world. Eleventh largest passenger car market in the world and is expected to be the seventh largest market by 2016.
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2.2. Indian Automobile Industry Structure
Automobile
Two wheeler 3 wheeler Passanger Vehical Commercial Vehical
Motor Bike
Moped
Scooter
I.C.V.
M.C.V
H.C.V
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Introduction of Two wheeler Industry.

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3.1. Introduction of Two Wheeler Industry

Throughout the centuries man has striven to expand his capabilities through the use of machine. His ever inventive mind has constantly dewised ways to use tool to increase his abilities to explore the world around him. To go faster, deeper, higher and further than before was it. Coupled with his need to find new thrills, new adventures and new modes of transportation, the invention refinement of the motorcycle seems an inevitable outcome. It would seem that Michelangelo conceived of the bicycle as early 14th century. And his drawing shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even pedals and chain. Albeit made without any apparent means of steering. Through never built, it was a remarkably clever design, and early bicycle makers would have done well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting to the viability of his design. It wasnt until 1869 that the first serious attempts were made to produce motor driven bicycles. These very first were powered by steam, and driven by leather belts or as in the case of the roper steam velocipede of 1869 by a system of levers attached to a crank on the driven wheel. In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor bicycle, as it was the first to employ an internal combustion engine and was designed from the ground up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine producing about horse powers. Note this design again employed wooden wheels and Daimler dropped the twist grip controls from his 1877 design in favor of leavers on the frame. In 1894, Hildebrand and Wolfmuller, France Worlds produce first motorcycle. It came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph. In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz Company, in Waltham, mass.
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3.2 Introduction of Indian Two wheelers Company

Bikes or two wheelers in India cater to various needs of the consumers. With the choice of the Indians improving from bicycles to two wheelers, the Indian two-wheeler market has seen a significant growth over the years. Now owing a bike has become a must for most Indians. Even if people own a car they prefer to have a bike as it is very economical and fuel efficient. With the growth in the economy the demand for two wheelers is increasing over the years. It is one of the most dynamic industries today and with the increasing competition companies are bringing in new products with sophisticated technologies and innovative features to capture a major pie of the Indian market and its the consumer who is benefited from it.. With the availability of reduced consumer loans and high disposable income the Indian two- wheeler industry has perceived an exceptional growth over the past few years thereby making India the second largest market for two wheelers in the world only after China. The motorcycle has now become one most popular mode of transportation among the Indian middle class families because of it is cost effective, economical and easy to navigate through the traffic. Moreover, the people have started preferring bikes instead of scooters and mopeds and today bikes form a major part of the Indian two wheelers. Indian companies are one of the largest two wheeler manufacturers in the world. The number one bike manufacturer in the world, Hero Honda is in close competition with the Indian manufacturer Bajaj India. The motorcycle industry in India has witnessed a tremendous change in the 90s with the invention of 4 stroke engine which makes the bikes more fuel efficient. Further companies are trying to bring in more innovations to make the motorcycle ride more comfortable, safe and user friendly and economical.
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In a nut shell the followings factors can be distinguished for the growth of motorcycle industry in India: Easy accessibility to cheap consumer loans The increase in the average income of the family. The reduction in duties and taxes. Continuous innovations in technology making the bikes economic and fuelefficient. The first choice among youths and teenagers. A Nations economy is well known from its transport system. For instant and rapid growth in economy, a well-developed and well-networked transportation system is essential. As India's transport network is developing at a fast pace, Indian Automobile Industry is growing too. Also, the Automobile industry has strong backward and forward linkages and hence provides employment to a large section of the population. Thus the role of Automobile Industry is very essential in Indian economy. Various types of vehicles are manufactured by the Automobile Industry. Indian Automobile Industry includes the manufacturing of trucks, buses, passenger cars, defense vehicles, twowheelers. The two-wheeler manufacturing is dominated by companies like TVS, Honda Motorcycle & Scooter India (Pvt.) Ltd., Hero Honda, Yamaha, Bajaj, etc. The automobile industry in the country is one of the key sectors of the economy in terms of the employment opportunities that it offers. The industry directly employs close to around 0.2 million people and indirectly employs around 10 million people. The prospects of the industry also has a bearing on the auto-component industry which is also a major sector in the Indian economy directly employing 0.25 million people. All is not well with the automobile industry the world over currently with the slowdown that has gripped most of the major economies of the world. The gap between the manufacturing capacity volume and the assembly volume is growing by the day and has worried the manufacturers. This state of affairs has triggered a lot of cutthroat competition and consolidation in the industry. Cost reduction initiatives have come to be the in thing in the global industry today. Towards this direction, many automobile factories are being closed down.
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The Indian automobile industry is a stark contrast to the global industry due to many of the characteristics, which are peculiar to India. The Indian automobile industry is very small in comparison to the global industry. Except for two wheelers and tractors segments, the Indian industry cannot boast of big volumes vis--vis global numbers.
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3.3 Overview of two wheeler sector in India

The Indian two wheeler contributes the largest volumes amongst all the segments in automobile industry. Though the segment can be broadly categorized into 3 sub-segments viz.; scooters, motorcycles and mopeds; some categories introduced in the market are a combination of two or more segments e.g. scooterettes and step-thru's . In the last four to five years, the two-wheeler market has witnessed a marked shift towards motorcycles at the expense of scooters. In the rural areas, consumers have come to prefer sturdier bikes to withstand the bad road conditions. In the process the share of motorcycle segment has grown from 48% to 58%, the share of scooters declined drastically from 33% to 25% , while that of mopeds declined by 2% from 19% to 17% during the year 2000-01. The Euro emission norms effective from April 2000 led to the existing players in the twostroke segment to install catalytic converters. All the new models are now being replaced by 4-stroke motorcycles. Excise duty on motorcycles has been reduced from 32% to 24%, resulting in price reduction, which has aided in propelling the demand for motorcycles. Within the two-wheeler industry, motorcycle segment grew at a phenomenally high rate of 35% as against a deceleration of 3% for scooters and 27% for mopeds. In fact, motorcycle has been taking away the share of scooters and mopeds in a 4.3 million twowheeler market and surging ahead with its market share of 68%. The increasing demand from semi-urban and rural segments may have caused this positive shift towards motorcycles. Also, easy credit coupled with low interest rate regime, constrained personal transport, increasing income levels in middle class and higher aspirations of young people all seem to be the factors responsible for such high growth in two-wheelers. The growth in two-wheelers has been robust enough to counter the slow down and other factors constraining the overall business activity in the country. Also, rationalization of excise duty in the Union Budget 2002-03 had a positive impact on the demand for motorcycles. We also expect the motorcycles to continue to lead the two-wheeler segment like in all other Asian countries. Available forecasts suggest that this trend would continue for another couple of years and the industry would record nearly doubledigit average annual growth up to 2006.
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During the year, there have been important developments in two-wheeler industry. The competition has strengthened though there are hardly any new entrants into the industry. There is an increasing emphasis on price and this has led to cost cutting efforts all across the industry, thereby, making the customer an ultimate beneficiary. The trend also saw introduction of new motorcycles with capacity ranging from 100 to180cc bikes. We anticipate that many more new models will be launched during the year and provide customers plenty of choice at competitive prices. Businesses cannot consistently grow at 25-30 per cent. Each business has a tendency to taper and plateau after attaining a particular size. An annual growth rate of 10-12 per cent over a period of time is extremely healthy. The TCS study rankings are conducted at the motorcycle segment-level to provide comparisons among similar groups of motorcycles. Motorcycles ranking highest in their respective segments for TCS are: Hero Honda CD100 SS (best standard motorcycle segment); Hero Honda Splendor (best executive motorcycle segment); Bajaj Pulsar (best premium motorcycle segment); and
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3.4.Evolution of Two-wheeler Industry in India

Two-wheeler segment is one of the most important components of the automobile sector that has undergone significant changes due to shift in policy environment. The twowheeler industry has been in existence in the country since 1955. It consists of three segments viz. scooters, motorcycles and mopeds. In India there are some MNCs and Indian company dealing in automobile sector. The main key players who are dealing in this sector are Hero Honda, Bajaj, Yamaha, Honda, and TVS. Hero Honda is the biggest player in this sector in India as well as in the world and playing a very important role in two wheeler automobile sector. Hero Honda, Bajaj and TVS are the Indian companies and Yamaha & Honda are international automobile brand.
Bajaj is the first Indian two wheeler automobile company in the market since 1945 with the name M/s Bacharj trading corporation private limited. In 1959 M/s Bacharj trading corporation private limited change its name as Bajaj Auto Ltd. Bajaj Auto obtains license from the Government of India to manufacture two- and threewheelers vehicles in 1959.
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Hero Honda Motors Limited was established in 1984, as a joint venture between India's Hero Group (world's largest bicycle manufacturers) and Japan's Honda Motor Company. And created the world's single largest two wheeler company and also one of the most successful joint ventures worldwide. During the 80s, Hero Honda became the first company in India. Over 19 million Hero Honda two wheelers running on Indian roads today.
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TVS Motors is the third largest company in the two-wheeler industry with a market share of 16%. Infect, it is the only Indian company without a foreign collaboration in the two-wheeler industry. When the company opted out of the collaboration with Suzuki in 2002, many believed that TVS was headed towards extinction. But the company proved the doomsayers wrong and came out with a very successful `TVS Victor'. TVS Motors Ltd.
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Yamaha Motor Corporation is the auto mobile company of Japan (1953) which works in India since 1955 and providing latest technology in India from last two decades. Yamaha Motor India was incorporated in august 2001 as a 100% subsidiary of Yamaha motor corporation, Japan.
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Honda motors of Japan is not a new name in the two wheeler scenario in the country, they were in a tie up with the Firodias owned Kinetic group. However in the late 90s they parted ways after problems arose over issues like introduction of new models, advertising expenditure, marketing strategies and other related issues. In the mid 80 Honda motors of Japan joined hands with the largest bicycle maker of India the Hero cycles to create Hero Honda which in a couple of decades or so have gone on to become the single largest motorcycle company in the world. Though Honda has come on its own on the Indian market yet it will be providing technological support to Hero Honda for the next ten years. Thus presenting a unique situation in which the company will be in direct competition with the company which it has been associated for nearly two decades. Honda Motorcycles and Scooters India limited, a 100% subsidiary of Honda motorcompany Japan eventually entered the Indian market with Honda Unicorn in 2004.
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3.5 Market Share of Two Wheeler Automobile Sector: 1. 2010-2011

Graph-I
Market Share
14.12% 25.76% 48.21% 1.27% 10.64% 7.20% 3.44%
Hero honda Bajaj TVS Suzuki Yamaha Honda
2. 2011-2012
Graph-II
Market Share
13.97% 2.21% 30.56% 14.14% 39.12% 3.77% Hero honda Bajaj TVS Suzuki Yamaha Honda
10.37%
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Interpretation:Here we have market share of various two wheeler company of India. In 2010-11 the market leader is hero Honda with market share of 48.21%. than after Bajaj comes with 25.76%, and after that there is Tvs, Suzuki, Yamaha, Honda with their market share of 14.12%, 1.27%, 3.44%, 7.20% respectively. In 2011-12 the definition is changed that is the market leader company hero Honda market share is decreased and reached at 39.12% but the market challenger take this opportunity and increase its market share and reached at 30.56% than after Tvs market share decrease quite and fixed at 13.97%, than after big change in the Honda two wheeler its market share is increased by more than 3% and reached at 10.37%.
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INTRODUCTION OF TVS MOTOR COMPANY LTD
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4.1 INTRODUCTION OF TVS GROUP

TVS Group - 100 years young The TVS group has always been inspired by a century long mission and vision of its own destiny. It is not just a business but a way of doing business, which sets TVS apart from others. Back in 1911, to the founder of the company, the ordinary ambitions of a bus fleet operator or a vehicle servicing business would not suffice. Rather, he wanted to create an enduring business led by a family of likeminded workers and managers united by a set of shared high principles. Driven by this inspiration, the TVS group has today emerged as India's leading supplier of automotive components. Today the TVS Group is the largest automotive component manufacturer in India, with annual turnover of more than USD 4 billion. The group has over 30 companies employing a work- force of 40,000 people. Underlying the success of the group is its philosophy of commitment to the cherished values of promoting trust, value and customer service. This was the personal philosophy of the Group's Founder Shri T V Sundaram lyengar, and it remains the overarching code by which the Group functions. Market leadership and rewards of business have followed naturally. Although the letters TVS represent the initials of our founder, T V Sundaram lyengar, to us within TVS they have always stood for Trust, Value and Service. The founder of the company embodied these values and set an example for all employees to emulate. TVS believes that the success of any enterprise is built on the solid foundation of customer satisfaction. Continuous innovation and close customer interaction have enabled TVS companies to stay ahead of competition. Quality at TVS determines not only the end product but the systems, processes and operations at all levels. The first four companies in India, which have won the coveted Deming Prize, are from the TVS group. Many firsts to the Automotive Industry in India TVS has been at the forefront in bringing a revolution in the way personal commutation was happening, way back in the 1980s. Beginning with launching a simple, easy-to-use moped for the middle class in India in the 1980s to launching 7 new bikes in a single day (first time in the history of the automotive industry in the world), TVS has often taken the unbeaten path to innovation.
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Ushering in the personal transportation revolution 1980 1984 1994 1996 1997 2000 2001 2004 2006 2007 2008 Launched TVS 50, India's first 2 seater 50 cc moped First Indian company to introduce 100 cc Indo - Japanese motorcycles Launched India's First indigenous scooterette (sub - 100 cc variomatic) - TVS Scooty Introduced India's first catalytic converter enabled motorcycle, the 110 cc Shogun Introduced India's first 5 speed motorcycle, Shaolin Launched India's first 150 cc, 4 stroke motorcycle - The Fiero Launched India's first fully indigenously designed and manufactured motorcycle. Launched the revolutionary VT-I engine for the best in class mileage in TVS Centra Launched TVS Apache - first bike to win 6 awards in a row Apache RTR - first two wheeler in India to have racing inspired engine and features. TVS Flame, TVS Scooty Electric Vehicle and Three wheeler TVS King launched.
TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship company of the USD 4 billion TVS Group. A bike for anyone TVS Motor currently manufactures a wide range of two-wheelers from mopeds to racing inspired motorcycles. Motorcycles : (Apache RTR, Flame DS 125, Flame, Jive, StaRCity,Sports) Variomatic Scooters : (Wego, Scooty Streak, Scooty Pep+, Scooty Teenz) Mopeds : (TVS XL Super, TVS XL Heavy Duty)
Penchant for Quality The Company has 4 plants - located at Hosur and Mysore in South India, in Himachal Pradesh, North India and one at Indonesia. The company has a production capacity of 2.5 million units a year.
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Innovation at the helm TVS Motor's strength lies in design and development of new products - the latest launch of 7 products on the same day seen as a first in automotive history. We at TVS deliver total customer satisfaction by anticipating customer need and presenting quality vehicles at the right time and at the right price. The customer and his ever changing need is our continuous source of inspiration. 15 million smiles on the Road TVS has always stood for innovative, easy to handle, environment friendly products, backed by reliable customer service. No wonder, then, that our 15 million customers on the road have a reason to smile.
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4.2 Detail about Tvs Motor Company Ltd
NAME OF THE COMPANY TVS MOTOR COMPANY LTD REGISTERED OFFICE JAYALAKSHMI ESTATES, 8 HADDOWS ROAD, CHENNAI- 600 006 CONTACT NO. Phone no: 044-28272233 E-mail id: info@tvsmotor.in Web site: www.tvsmotor.in
ESTABLISHMENT OF THE UNIT The unit was established in year 1911 PRODUCT MANUFACTURED Range of Motorcycles and Automatic Scooters
PLANT TVS motor company has four large plants: 1. Hosur Plant 2. Mysore Plant 3. Himachal Pradesh Plant 4. Indonesia Plant
TOTAL NUMBER OF EMPLOYEESS There are 40, 000 employees working in the company
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BANKERS 1. STATE BANK OF INDIA 2. Corporate Accounts Group Branch, 3. Greams Road, Chennai - 600 006. 4. STATE BANK OF MYSORE 5. Industrial Finance Branch, 6. Midford Garden Road, Bangalore - 560 001. EXISTING MANEGMENT GROUP 1. VENU SRINIVASAN 2. H. LAKSHMANAN 3. T. KANNAN 4. C. R. DUA 5. K. S. BAJPAI 6. R. RAMAKRISHNAN 7. PRINCE ASIRVATHAM
-Chairman & Managing Director -Director -Director -Director -Director -Director -Director
MISSION & VISION OF THE TVS MOTOR COMPANY TVS MOTOR COMPANY MISSION We are committed to being a highly profitable, socially responsible, and leading manufacturer of high value for money, environmentally friendly, lifetime personal transportation products under the TVS brand, for customers predominantly in Asian markets and to provide fulfillment and prosperity for employees, dealers and suppliers. TVS MOTOR COMPANY VISION 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.
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4.3 OTHER MAJOR COMPANIES OF TVS GROUP 1. TVS - Motor Company Limited: TVS Motor Company Limited is one of the largest two-wheeler manufacturers in India. It manufactures Motorcycles, Mopeds, Scooterettes and Scooters. 2. TVS Electronics Limited: TVS Electronics was incorporated in 1986 in collaboration with Citizen Watch Co. of Japan. The company manufactures a complete range of computer peripherals. 3. Axles India Limited: Axles India was promoted by Sundaram Finance, Wheels India and Eaton Corporation for the manufacture of axles for medium and heavy duty commercial vehicles in India. 4. Brakes India Limited: Brakes India is a joint venture between TV Sundram Iyengar and Sons Ltd. and Lucas Industries Plc., UK. The company manufactures braking equipment for automotive and non-automotive applications. 5. Sundaram Polymers Division: Sundaram Polymers Division manufactures Engineering Plastic compounds for various applications. 6. Harita Finance Limited: Harita Finance Ltd is a finance company under the TVS Group. It deals in retail finance, hire purchase, leasing and bill discounting. 7. India Motor Parts and Accessories distribution of automobile spare parts. Limited: It is engaged in the
8. India Nippon Electricals Limited: It is a joint venture between Lucas Indian Service and Kokusan Denki Co Ltd., Japan. The company manufactures Electronic Ignition Systems for two wheelers and portable gensets. 9. IRIZAR TVS (P) Ltd: IRIZAR TVS (P) Ltd. is a joint venture between Sundaram Industries Ltd, Ashok Leyland Ltd and IRIZAR S. Coop of Spain. The company builds bus bodies for export and domestic market.
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10.Lakshmi Auto Components Limited: The company is a subsidiary of TVSSuzuki. It manufactures gears, crankshafts and connecting rods for TVS-Suzuki motorbikes and mopeds. 11.Lucas Indian Service: Lucas Indian Service is a wholly owned subsidiary of Lucas-TVS Ltd., engaged in the sales and service of auto-electricals and fuel injection equipment. 12.Lucas - TVS Limited: Lucas-TVS, a joint venture between Lucas Varity group, UK and TVS Group, is a leading manufacturer of auto electrical products and diesel fuel injection equipment in India. 13.Sundaram Brake Linings Limited: Sundaram Brake Linings is the leading manufacturer of brake linings in India.
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Major Factors Influencing Consumer Behavior
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5.1. Cultural Factors:

Cultural factors exert the broadest and deepest influence on consumer behavior. The roles Played by the buyers culture, subculture and social class are particularly important. Culture Culture refers to that complex whole which includes in it knowledge, beliefs, art or Anything man acquires as a member of society. Subculture Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Sub cultures include nationalities, religions, racial groups and geographic regions. Social Class Virtually all-human societies exhibit social stratification. Stratification sometimes takes the form of a caste system where the members of different castes are reared for certain roles and cannot change their caste membership more frequently; stratification takes the form of social class.
5.2. Social Factors:

Reference Groups A persons reference groups consists of all the groups that have a direct or indirect influence on the persons attitudes or behavior. Family The family is the most important consumer buying organization in the society and it constitutes the most influential primary reference group. Roles and statuses A person participates in many groups, family, clubs, organizations etc. The persons position in each group can be defined in terms of role and status. A role consists of the activities that a person is expected to perform. Each role carries a status.
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5.3. Personal Factors:

Age and stage in the life cycle People buy different goods and services over their lifetime. Taste in clothes, furniture and recreation is all age related. Consumption is shaped by the family life cycle. Marketers often choose life-cycle groups as their target market. Occupation and economic circumstances Occupation also influences a persons consumption pattern. Product choice is greatly affected by economic circumstances; spendable income, savings and assets, debts, borrowing power and attitude toward spending versus saving. Lifestyle People from the same subculture, social class, and occupation may lead quite different lifestyles. A lifestyle is the persons pattern of living in the world expressed in activities, interests and opinions. Lifestyle portrays the world person interacting with his or her environment. Personality and self concept Each person has a distinct personality that influences buying behavior. It is that distinguishing psychological characteristics that lead to relatively consistent and enduring responses to environment. Related to personality is self-concept or self image. Marketers try to develop brand images that match target markets self image.
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5.4. Psychological Factors:

Motivation A person has many needs at a given time. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act. Perception Perception is the process by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world. How a, motivated person actually acts is influenced by his or her perceptions of the situation. Learning When people act they learn. Learning involves changes in an individuals behavior arising from experience. Learning theory teaches marketers that they can build up demand for a product by associating it with strong drives, using motivating cues and positive reinforcement. Beliefs and attitudes Through doing and learning, people acquire beliefs and attitudes. These in turn influence buying behavior. A belief is a descriptive thought that a person holds about something. The beliefs make up product and brand images and people act on these images.
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Literature Review
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6.1 Journal of Economics and Behavioral Studies Vol. 2, No.3, pp. 108-116, Mar 2011
Factors Affecting the Consumers Decision on Purchasing Power *Sher Akbar, Abu Hassan Abu Bakar School of Housing, Building and Planning,, University Sains Malaysia *sherakbar.rd07@student.usm.my Abstract: The purpose of this study is to evaluate the determinants of decision making, purchasing motorcycles from students perspectives of University Sains Malaysia in Penang. The research model used in this study was adapted from Model of Buyer Behavior. This study shows three factors (product, price, and place) affected the consumers decision on buying motorcycles in Penang, Malaysia. The primary data were collected from 415 students of University Sains Malaysia, main campus, and analyzed by using statistical techniques, like Percentage, mean and standard deviation. The result has shown that the mention three factors was significance in students decision on buying motorcycles. Most respondents have given importance to purchase the cheapest Motorcycles from competitors. The consumers give keen interest in shops distributing only Motorcycles and also respondents have an importance on Personal Relationship with owners/providers.
6.2 Consumer behavior towards two wheeler motor bikes.

DR. K. MALLIKARJUNA REDDY Associate Professor, Department of Business Management, Osmania University, Hyderabad Abstract : The marketing concept is consumer oriented and the emphasis is more on the consumer rathr than on the product. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the customer, whose needs and desires have to be co ordinate with the set of products and production programmes. Therefore, marketing success an enterprise depends as its ability to create to create a community of satisfied consumers. All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. Consumer behavior is affected by a host of variable ranging from personal, professional needs, attitudes and values, personality characteristics, social economic and cultural background, age, gender, professional status to social influence of various kinds of exerted a family, friend, colleagues and society as a whole. The combination of these
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factors help the consumer in decision making further psychological factors that as individual consumer needs, motivations, perceptions, attitudes, the learning process personality characteristics are the similarities, which operate across the different type of people and influence their behavior. There are four major factors which influences on the buying behavior of consumer. Cultural factors Social factors Personal factors Psychological factos So a study had been conducted on consumer behavior towards two wheeler motor bikes in the twin cities .i.e., Hyderabad and secunderabad with a sample of 100 consumers by selecting two wheeler motor bikes i.e., hero Honda, Yamaha and TVS bikes and data has been collected through structured Questionnaire.
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Research Methodology
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7.1 Objective of Research

Primary objective of Product: To find out factors influencing purchase decision of two wheeler in Himatnagar. Secondary objective of product: T o study the behavioral factors of consumers in motor bikes. T o analyze the impact of behavioral factors of consumers on choosing particular brand of Two wheeler To find out consumer satisfaction level To find out the market share of different bikes in Himatnagar.
7.2 Type of Research Design

Research Design
Exploratory
Conclusion
Descriptive
Casual
Survey
Observation
Experiment
In this project I am going to use Descriptive research design
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Descriptive research Descriptive research is used to obtain information concerning the current status of the phenomena to describe "what exists" with respect to variables or conditions in a situation. The methods involved range from the survey which describes the status quo, the correlation study which investigates the relationship between variables, to developmental studies which seek to determine changes over time.
7.3 Research Plan

Sources of DataPrimary - Primary data is one which is collected by the individuals for the purpose of specific in query or study. I surveyed Dealers, Consumers of two wheeler. Secondary- Catalogue and promotional document of various cement brands and Internet. Research ApproachBasically there are two approaches in collection of primary data. Observation Survey I have used survey in my research.
Survey
There are four methods by which data can be collected in a survey. The four methods are. 1) Personal survey 2) Mail survey 3) Telephone survey and 4) Computer survey. We have used Personal Survey. Research InstrumentI have used Structured Questionnaire.
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7.4 Sample Design

Population
The respondents living in Himatnagar and owning a two-wheeler have been considered as the population for data collection in this Study.
Sample Size
For calculating sample size I have been take a error of 7%.by that a got a sample size of 200 for this study.
Sampling Method
The sampling method is of non-probability, which is convenience sampling method.
Sample Unit
Consumers of two wheeler from Himatnagar area are selected to study.
7.5 Test and Hypothesis

Managers can visualize the competitive structure of their markets, as perceived by their customers. Typically, data for mapping include customer perceptions of existing products (and new concepts) along various attributes, customer preferences for products, and measures of the behavioral responses of customers toward the products (e.g., current market shares). The following data analysis tools were used for the primary data, which was collected using structured-closed ended questionnaire (see annexure).
Factor Analysis
A method of quantitative multivariate analysis with the goal of representing the interrelationships among a set of continuously measured variables (usually represented by their intercorrelations) by a number of underlying, linearly independent reference variables called factors. Although the term factor analysis has come to represent a family of analysis methods, the two most commonly used approaches are the full component model, in which the entire variance of the variables (represented by unities inserted in the principal diagonal of the correlation matrix) is analyzed, and the common factor model, in which the proportion of the variance that is accounted for by the common factors (represented by communality estimates inserted in the principal diagonal) is analyzed.
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Chi-Square Analysis
A test that uses the chi-square statistic to test the fit between a theoretical frequency distribution and a frequency distribution of observed data for which each observation may fall into one of several classes. The chi-square test statistic can be used to evaluate whether there is an association between the rows and columns in a contingency table. More specifically, this statistic can be used to determine whether there is any difference between the study groups in the proportions of the risk factor of interest. Returning to our example, the chi-square statistic could be used to test whether the proportion of individuals who smoke differs by asthmatic status. The chi-square test statistic is designed to test the null hypothesis that there is no association between the rows and columns of a contingency table.
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7.6 Gender wise distribution

Table-1 Gender Male Kind Moped Bike Total 29 122 151 Female 50 0 50 Total 79 122 201
Graph-1.1
Gender vise Distribution

25% Male Female 75%
Graph-1.2
150 100
122
50 50 0 Male Female 29
Moped Bike
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Interpretation:
From table 1 we find gender wise distribution of Himatnagar area respondents. From Graph 1.1 we interpret that from total respondent there are 25% respondents are female respondents and 75% respondents are male respondents. In graph 1.2 y-axis indicates no. of respondents and X- axis indicates gender. From grapg 1.2 we can see that thire is 151 male out of them 122 has bike and 29 has moped and all 50 femalews have moped.
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7.7 Age wise Distribution

Table-2
Age more than 46 18-25 year Gender Male Female Total 60 34 94 26-35 year 62 13 75 36-45 year 19 2 21 year 10 1 11 Total 151 50 201
Graph-2.1
Age vise distribution

10.45% 5.47% 18-25 46.77% 37.31% 26-35 36-45 more than 46
Graph-2.2
70 60 50 40 30 20 10 0 18-25 26-35 36-45 more than 46 19 13 2 10 1 34 Male Female 60 62
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Interpretation:
From table 2 we find Age wise distribution Himatnagar respondents. From Graph 2.1 I interpret that from total respondent there are 46.77% respondents are from age group of 18-25, 37.31%are from the group of 26-35, 1.45% are from the36-45 and Remaining 5.47 are from more than 46 age group. In graph 2.2 Y axis indicates age and X axis indicate age group. From graph 2.2 we can see that the age group of 18-25 consist 60 males and 34 females, than in group 26-35 there is 62 males and 13 females, in group 36-45 thrie is 19 males and 2 females and in last group that is more than 46 age there is 10 mae and 1 female.
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7.8 Occupation wise Distribution

Table-3
Total Occupation Government employee Private employee Business Profession Student Housewife Total 13 45 72 11 46 14 201
Graph-3.1
Occupation vise Distribution

6.96% 6.47% Govrnment employee private emploee 22.88% 22.39% Business Profession Student 5.47% 35.82% Housewife
Interpretation: From table 3 we can find the occupation wise distribution in himatnagar. In Graph 3.1 we can see that the 6.47% respondent are government employees, 22.39% age private employees ,35.82% are businessman, 5.47% are profession, 22.88% are students,and remaining 6.96% are housewifes.
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7.9 Income wise Distribution

Table-4
Total Income Less than 100000 100000-200000 200000-500000 more than 500000 Total 96 65 27 13 201
Graph-4.1
Income vice Distribution

6.47% 13.43% less than 100000 47.76% 32.34% 100000-200000 200000-500000 more than 500000
Interpretation: From table 4 we can find the Income wise distribution in himatnagar. In Graph 4.1 we can see that the 47.76% respondents income is less than 100000, 32.34% Income is 100000-200000, 13.43% respondents income is 200000500000 and in catagery og more than 500000 there is only 6.47% respondents. The majority is of less than 100000 income respondents.
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Data Analysis
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Reliability test:Descriptive Statistics N Statistic Gender Age Occupation Qualification Income Valid N (listwise) 201 201 201 201 201 201 Mean Statistic 1.25 1.75 3.37 3.67 1.79 Std. Deviation Statistic .433 .855 1.398 1.092 .910 Skewness Statistic 1.171 1.048 .308 -.608 .959 Std. Error .172 .172 .172 .172 .172 Kurtosis Statistic -.635 .482 -.930 -.143 .011 Std. Error .341 .341 .341 .341 .341
Interpretation:In this reliablitity test we are going to anlysis that the data we are collocted through survy are reliable or not. In following result data are not reliable: Mean=0, Std.Deviation.=1, Skewness=0, Kurtosis=3 or more than 3 But in this study mean is not 0, std. deviation is not 1 and skewness and kurtosis are not as par reject criteria. By this we can say that our data is reliable for this study. Now we can do further study.
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Cross Tabulation 8.1 Company wise Distribution

Table-5
Gender Male Company Hero Honda Tvs Hero (new) Yamaha Bajaj Honda Suzuki Other Total 62 12 6 10 32 19 5 5 151 Female 5 17 0 0 1 27 0 0 50 Total 67 29 6 10 33 46 5 5 201
Graph-5.1
Market Share
2.99% 14.43% 27.87% 22.89% 2.49% 2.49% 36.32% 16.42% Hero Honda & Hero Tvs Yamaha Bajaj Honda Suzuki Other
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Graph-5.2
80 70 60 50 40 30 20 10 0 Male Female 19 12 10 5 5 5 17 1 32 68 Hero honda &Hero Tvs Yamaha 27 Bajaj Honda Suzuki Other
Interpretation: Table -5 shows the company wise distribution of this report. In Graph-5.1 we can see that various companys market share in himatnagar. As usal herohonda lead the market with 33.33% market share, at second position there is Bajaj with 16.42%and their after Tvs at 3rd position with 14.43% market share. In graph-5.2 we can see that male female propotion of various company in himatnagar. Mostly female prefere moped. In himatnagar thire is 2.49% market share of other brand like Mahindra two wheeler, Royal Enfild, Kawasaki etc..
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8.2 Maintenance various Brand of bike cross tabulation:Table-6

Cost Less than 500 Company Hero Honda Tvs Hero (new) Yamaha Bajaj Honda Suzuki Other Total 45 16 3 4 14 21 2 0 105 500-1000 15 8 2 2 12 12 1 2 54 1000-1500 6 5 0 3 5 7 0 0 26 1500-2000 1 0 0 1 2 4 0 0 8 2000-2500 0 0 0 0 0 2 0 1 3 More than 2500 0 0 1 0 0 0 2 2 5 Total 67 29 6 10 33 46 5 5 201
Graph-6.1
60 50 40 30 20 10 0 Hero Honda & Hero Tvs Yamaha Bajaj Honda Suzuki Other Less than500 500-1000 1000-1500 1500-2000 2000-2500 More than 2500
Interpretation: Table-6 saws the maintenance cost of various company. In graph-6.1 we can see that the cost wise distribution of various company in hero honda there is majority of less than Rs.500 maintenance cost, second position for honda at minimum cost of maintenance.
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8.3Factor Analysis(Q-13)
Reliability Statistics Cronbach's Alpha .733 N of Items 13
In this reliability test we can found that data are reliable or not. If result is greater than .60 than data is reliable In this we get .733 that means this data is reliable.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure Sampling Adequacy. Bartlett's Test of Sphericity
of Approx. Chi-Square Df Sig.
.583 304.839 78 .000
Table-7
Rotated Component Matrix Component 1 2 3 4
Mileage Power(c.c.) Technology Maintenance Pickup Price Brand image Design Comfort Style Company image Resale Value Durability
.563 .785 .682 .746 .520 812 .580 .817 .467 .485 .587 .792 .625 .
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Table-7
Rotated Component Matrix Component 1 2 3 4
Mileage Power(c.c.) Technology Maintenance Pickup Price Brand image Design Comfort Style Company image Resale Value Durability
.563 .785 .682 .746 .520 812 .580 .817 .467 .485 .587 .792 .625 .
Interpretation:The result of KMO (.583) and bartletts test of sphericity (Chi-square 340.839 and significance 0.000) indicate that factor analysis done with the 13 attribute. Here the all the attribute are from the features of bike.KMO test is more than .50 than we can do the factor analysis further.
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Attribute Mileage Price Resale Value Durability Pickup Technology Style Comfort Brand image Design Power Maintenance Company image Interpretation:-
Factor Loading .563 .812 .792 .625 .520 .682 .485 .467 .580 .817 .784 .746 .587
Importance
First Consideration
Highly Involvement
Selected choice
Final consideration
In this table we can see that there is for importance factor. By this analysis we can get this answer that is when consumer go for purchasing two wheeler than he/she fist consider in mileage, price, resale value, durability. After that the factor comes highly involvement in this the buyer highly involve in the purchase criteria like pickup, technology, style, comfort. The third and forth factor importance is for selected people and their must be a final consideration of the product. Mostly buyer cant think about it.
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8.4 Chi-square Analysis 1. H0: Kind of two wheeler is independent than annual income. H1:Kind of two wheeler is dependent on annual income.
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 5.668
a
df 3 3 1
sided) .129 .121 .516
5.811 .423 201
Interpretation: Here we can see the all analysis regarding this. In this the significant level is .129 which is greater than .05. So it means that the null hypothesis(H0) will be accepted. By this analysis we can say that there is no dependency between the kind of two wheeler and annual income.
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2.
H0: Engine capacity of two wheeler is independent than Gender. H1: Engine capacity of two wheeler is independent than Gender.
a
df 4 4 1
sided) .433 .000 .863
22.659 .030 201
Interpretation: Pearson chi-square significant is .433 that is greater than .05 that means the null hypothesis(H0) is accepted. By this we can say that engine capacity is independent than gender.
3.
H0: Brand of two wheeler is Independent than occupation. H1: Brand of two wheeler is dependent on occupation.
a
df 35 35 1
sided) .455 .236 .349
40.645 .878 201
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Interpretation: Brand of two wheeler used by the respondent is dependent on occupation or not that we analyze in this analysis. The significant level is.455 that is greater than .05 that means null hypothesis is selected. By this we can say that the brand of two wheeler is independent than occupation. 3. H0: Purchase decision maker is independent than Education Qualification. H1: Purchase decision maker is dependent on Education Qualification.
a
df 35 35 1
sided) .093 .288 .039
39.184 4.275 201
Interpretation: Null hypothesis indicates the independent between the purchase decision maker and the education qualification. Chi-square significant level is .093 that is greater than .05 it means null hypothesis is accepted. By this we can say that purchase decision maker for two wheeler is independent from education qualification.
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4. H0: Purpose of using two wheeler is independent than the annual income of respondent. H1: Purpose of using two wheeler is dependent on annual income of respondent.
Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 55.657
a
df 15 15 1
sided) .337 .000 .762
61.705 .092 201
Interpretation: In this analysis we are evaluate that the purpose of two wheeler is independent from income of respondent or not that we analyze in this. The significant level is more than .05 that is .337 that means null hypothesis is accepted. That means purpose of using two wheeler is independent than annual income of respondent. 5. H0:Brand of the two wheeler is independent from age of respondent. H1:Brand of two wheeler is dependent on age of respondent.
Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 34.568
a
df 21 21 1
sided) .031 .054 .807
32.359 .060 201
Interpretation: Here we can see that the significant level is .031 that is less than .05 that means alternative hypothesis is accepted. Now we can say that the brand of two wheeler is dependent on age of buyer.
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Findings
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Findings
In this study I have find many of points or many factors that will useful for Tvs Motor company ltd In this report I have study about factors which consumer consider while purchasing two wheeler. There is a lack of technical knowledge among Himatnagar consumer about the two wheeler thats why they havent consider it much as other. Mostly in Himatnagar consumer preferred bike that has mileage. By this study I found that the first consideration of consumer is mileage, price, durability and most important resale value. Than the factor comes highly involvement in this consumer consider all the necessary factor of two wheeler i.e. pickup, technology, Style, and comfort. The third parameter is selected choice in this the consumer select their interested featured two wheeler.
And final choice is of maintenance and company image that is not important for Himatnagar consumer as per this study From this study I have also found that the reference group play a lead role for purchasing two wheeler.
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Limitation, Conclusion and Recommendation
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10.1 Limitation: R e s e a r c h work was carried out in Ahmadabad city of Gujarat only; hence the finding may not be applicable to the other parts of the country because of social and cultural differences. The sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population. The views of the some respondent are biased therefore it may not be reflecting true picture. Due to restricted sample size of 200 the conclusions derived cannot be generalized on a broader context.
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10.2 Conclusion: Hero Honda has the maximum sale of two wheeler bike in Himatnagar and second rank followed by Bajaj Auto. For moped market leader is Honda and followed by Tvs. Mileage and resale value Himatnagar. Most of the youth prefer bike having engine capacity between 100-125cc as it gives the maximum average to their bike. Friend and family members are the major source for influencing the purchase of a new two wheeler. About 70% of consumers take their own decision to purchase a particular brand of two wheeler. Most for people use two wheeler as per their occupation. The consumer of Himatnagar very price conscious while purchasing a bike. Performance and purchasing decision. price is the most important factor which influences the play key role in buying behavior of people of
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10.3 Recommendation: From this study I learn lots of about two wheeler industry. After this study I will recommend that tvs motor must focus on mileage and performance of the bike as well as moped. Company should plan for medium budget sport bike for the youth. Mostly consumer preferred brand bike thats why company should create brand instead of product. Tvs motors should for work their innovation and creation department because their technology and body balance concept create lots of consumer. Many people is unaware about the new launches of Tvs product thats for company should increase TV ad and Paper ad for consumer awareness. Many consumer purchased Honda active because of their preferred color is not available in Tvs Wego. Company should make it available for future.
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Bibliography
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Bibliography:Books: Marketing Research, Seventh Edition, Luck & Rubbin th Marketing Management,13 Edition, Philip Kottler Business research methods, 9th Edition, Cooper Schindler Research Methodology, C.B.Kothari
Website: www.tvsmotors.in, official website of Tvs motor company ltd www.fadaweb.com/itw_industry.html www.facebook.com/agwantvs
Magazines: Business India Levin R. I and Rubin D.S, (2007) statistical management, 7th edition published by arrangement with Pearson education inc. and Dorling Kindersley publishing inc. Automobile New Trend by Mr. Narayan Basar(2011) Journal Of marketing, November addition.
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Annexure
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: Questionnaire :
Respected sir/madam, My name is Bilal Luhar. I am a student of Samarth Institute of Management. As a part of our Summer Internship Project (SIP), I am conducting a research on Factors influencing on Purchase Decision of Two wheeler in Himatnagar. The information provided will be for the research purpose only and it will be kept completely confidential. Thank you.
DEMOGRAPHIC DETAIL:Name:-.. Gender: - Male Age: - .. Occupation:Government employee Private employee Business Profession Student Housewife Retired Other:-.. Non metric SSC HSC Graduate Post graduate Other:-- Female
Education Qualification:
Annual Income:
Less than 1,00,000 1,00,000-2,00,000 2,00,000-5,00,000 More than 5,00,000
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Q:-1 Do you have two wheeler? Yes No
Q:-2 Which kind of two wheeler do you have? Moped Bike
Q:-3 which two wheeler have you purchased? New Second hand
Q:-4 Which companys two wheeler do you have? (Please select only one) Hero Honda Tvs Hero (new) Yamaha Bajaj Honda Suzuki Other:- Name of Brand (Two wheeler):- Q:-5 Since how long you ride two wheeler? Less than 2 year 2 year - 4 year 4 year 6 year 6 year 8 year More than 8 years
Q:6 What is the engine capacity of your two wheeler? 100cc 100cc-125cc 126cc-150cc 151cc-180cc More than 181cc Q:-7 Do you share your two wheeler with whom? (Multiple choice) Father Brother Uncle Other Sister No one Children Q:-8 From where have you collected the information about your two wheeler? News paper TV or Radio Friends Family Outdoor media Others: -..
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Q:-9 Who is decision maker for purchasing two wheeler in your family? (Please select only one) Father Brother Self Mother Sister Wife Children Other: -.. Q:-10 Main purpose of using two wheeler (Please select only one) Business School-college Shopping Wandering Style icon Office Q:-11 How frequently you take your two wheeler for maintenance in a year? Less than 2 times 2 times - 4 times 4 times - 6 times More than 6 times Q:-12 Approximate cost of maintenance per time?(Rupee) Less than500 500 - 1000 1000-1500 1500-2000 2000-2500 More than 2500
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Q:-13 Attributes you would prefer in your two wheeler? (Please select one box for each attribute to indicate how important it to you) Important Medium
Attributes Mileage Power(c.c.) Technology Maintenance Pickup Price Brand image Design Comfort Style Company image Resale value Durability(life)
High
Low
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A Summer Internship Project Report on Factor Influencing Purchase Decision of Two Wheeler in Himatnagar Undertaken at TVS MOTORS COMPANY

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

6.1 Journal of Economics and Behavioral Studies Vol. 2, No. 3, 32 32

Chapter 7. Research Methodology

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Introduction of Automobile Industry

Factor Influencing Purchase Decision of two wheeler in Himatnagar

2.1. The Indian Automobile Industry

Factor Influencing Purchase Decision of two wheeler in Himatnagar

2.2. Indian Automobile Industry Structure

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Introduction of Two wheeler Industry.

3.1. Introduction of Two Wheeler Industry

Factor Influencing Purchase Decision of two wheeler in Himatnagar

3.2 Introduction of Indian Two wheelers Company

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

3.3 Overview of two wheeler sector in India

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

3.4.Evolution of Two-wheeler Industry in India

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

3.5 Market Share of Two Wheeler Automobile Sector: 1. 2010-2011

14.12% 25.76% 48.21% 1.27% 10.64% 7.20% 3.44%

Hero honda Bajaj TVS Suzuki Yamaha Honda

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

INTRODUCTION OF TVS MOTOR COMPANY LTD

Factor Influencing Purchase Decision of two wheeler in Himatnagar

4.1 INTRODUCTION OF TVS GROUP

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

4.2 Detail about Tvs Motor Company Ltd

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Major Factors Influencing Consumer Behavior

Factor Influencing Purchase Decision of two wheeler in Himatnagar

5.1. Cultural Factors:

5.2. Social Factors:

Factor Influencing Purchase Decision of two wheeler in Himatnagar

5.3. Personal Factors:

Factor Influencing Purchase Decision of two wheeler in Himatnagar

5.4. Psychological Factors:

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

6.2 Consumer behavior towards two wheeler motor bikes.

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

Factor Influencing Purchase Decision of two wheeler in Himatnagar

7.1 Objective of Research