IJESS

Volume3, Issue3

ISSN: 2249- 9482

A STUDY ON CONSUMERS PREFERENCE AND SATISFACTION TOWARDS TVS BIKES IN KANCHEEPURAM TOWN
Dr. R.M.Thirumaran*

ABSTRACT
The Automobile Company gain market leadership only if it understands the consumer needs and final solution that delights consumer through superior value, quality and service, consumer preference is a vital factors in marketing. To analyze the need for purchasing the particular type of two-wheeler in Kanchipuram town. Consumer preference and consumer behaviour are similar, attributed in broad prospective. In order to accomplish this objective a market survey was conducted with 100 respondents in the study area. Advertisement campaign should aim at reaching the ultimate custom and the authorized dealers should also device a suitable advertisement to catch local customers. The introduction of TVS bike have revolutionaries in the field of two Wheeler industry. Large number of fancy two wheeler should be introduced by the company. It is concluded from the study that the TVS motor company gaining market share in Two Wheeler Industry Keywords: Consumers, Manufactures, Marketing.

*Assistant professor, Department of commerce, Pachaiyappas College, Chennai

International Journal of Engineering and Social Science www.gjmr.org

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Automobile company is not a single unit it consist of several department^ wholesaler. International Journal of Engineering and Social Science www. why people buy product in a shop or in a certain store. DEFINITION Consumers typically describe what they want in terms of products benefits. A marketing manager must be aware of the reasons. he cannot do his best in formulation of the sale policies and advertising policies. It also increases the economic stability of a country to wide extent. Unless a marketing manager has the knowledge of the factors that affects consumers purchasing patterns. Since consumers differ on their present and future buying requirement. OBJECTIVE OF THE STUDY: The objectives of the study are as follows:  To find out which type is mostly used among the consumers in Kancheepuram. retailer and individuals.IJESS INTRODUCTION Volume3. quality and service. Automobile company which helps to earn foreign exchange. hence knowledge of the buyer behavior required. STATEMENT OF THE PROBLEM The study is about the activities of the consumers with respect to their opinion about the best quality of two wheelers and their preference towards the purchase of two wheelers. characteristics. It is one of the labor intensive industries providing large number of employment opportunities both directly and indirectly. functions. consumer preference is a vital factors in marketing management. which represent the greatest sales potential. The Automobile Company gain market leadership only if it understands the consumer needs and final solution that delights consumer through superior value. advantage and disadvantage of vehicle.gjmr.org 38 . Therefore marketing management must know what buyers are really seeking in the purchase of goods and services. The ultimate motive of all marketing activities is consumer satisfaction. performance. quality because these factors also determine the purchase factor. price of the vehicle. Automobile company is all around and all of us need to know something about it. The research is also analyzing the consumer's income level. It encourages small scale industries.9482 Automobile industry is an ever expanding industry. Criteria and even manufacturing procedures. Automobile industry increases the export and import of a country which helps to earn foreign exchange. Issue3 ISSN: 2249. Buying patterns of different market segments helps marketers to identify groups.

SAMPLE SIZE AND SURVERY METHOD Questioniare was given to 100 Respondents in the study area for my purpose of carrying out the project .gjmr. International Journal of Engineering and Social Science www. we have collected information from 100 respondents. For our research work. The primary data was collected from the selected respondents by using the interview schedule from a) Big Kancheepuram b) Little Kancheepuram c) Orrikai SAMPLING PLAN A segment of the population is selected for marketing research to represent the population as a whole. A survey consists of gathering data by interviewing a limited number of people. we should keep two types of data in mind. To study about the Nature of Preference. The sample size is 100. For the purpose of effective study. e) Primary data and Secondary data. Issue3 ISSN: 2249. Personal interviews were also conducted with dealers. DATA COLLECTION While dealing about the method of data collection to be used for the study.9482 To study the factors that influencing the buying pattern in Kancheepuram town. To study about the Consumer satisfaction of Two-wheeler. (i.org 39 . The samples were collected on the following basis within the Kancheepuram town limits. To analyze the need for purchasing the particular type of two-wheeler in Kancheepuram town. SAMPLING METHOD Information is collected from any convenient group whose views may be relevant to the subjective enquiry. To evaluate the socio-economic conditions of the respondents. Interview schedule technique is adopted to collect the data.IJESS      Volume3. SAMPLE DESIGN Sample means " where only a fewer unit of population under study are considered for analysis". The date collected is primary as well as secondary in nature. METHODOLOGY Convenient Sampling technique is adopted. The collected data will be interpreted through tables for better and clear understanding. all types of vehicles have been taken into consideration.

sub-culture and social class identification bear in depth and wide influences of consumer preference. Most of the factors are " NOT CONTROLLABLE "by the marketers which are also to be taken into account. how.9482 a sample selected from a large group. Consumer behaviour or buyers attitude is a process by which an individual decides what. FACTORS INFLUENCING THE CONSUMERS PREFERENCE The various factors affecting the consumers preference are as follows:Consumer preference and consumer behaviour are similar. A survey has the advantage of getting to the original source of information. The survey can also be conducted in two ways. Here the sample size is limited. CULTURAL FACTORS Cultural factors such as buyer's culture. This is the most common method of getting a primary data. the researcher obtains information from the respondent by interviewing them. the consumer has some sort of benefits in imagination that he will actually receive when he buys the goods and it is only the marketing manager who know what benefits can be provided. when.org 40 . The consumer's decisions are not hollow but influenced by cultural. a sampling survey and census survey. His wants and behaviour are governed by instincts human trait is intellectual in behaviour. Issue3 ISSN: 2249. The attitude of the consumer may be changed. SOCIAL FACTORS International Journal of Engineering and Social Science www. Therefore. Due to the time constraint the Researcher has done this Research work in particular town. CULTURE Culture is the most basic determinant of a person. LIMITATION OF THE STUDY The study is based on the Consumer Preference towards the various types of Two-wheeler in Kancheepuram town only.whether or not. The list gives the consolidated list of temples in and around Kanchipuram revered by the hymns of (Alwars) as well as Saiva. to provide satisfaction is less easy that imagined task. In this method. Hence the Research finding are not generalized CONSUMER SATISFACTION The underlying word is satisfaction every person has certain wants and needs and hence he becomes a consumers satisfaction arises only when the consumer's anticipated needs are catered to. The Research is mainly concentrated the attitude of consumers.gjmr. social. The Researcher has relied upon the oral facts given by the respondents. In other words.IJESS Volume3. Kanchipuram is a major temples city of Tamilnadu.Kuravars. before purchasing. attributed in broad prospective. from whom to purchase goods and the service. personal and psychological factors substantially influence the purchases of the buyer.

OCCUPATION A person's consumption pattern is also influence by his or her occupation. work shoes. People economic circumstances consist of their spend able income. dominance. ECONOMIC CIRCUMSTANCES A person's economic circumstances will do affect a great extent in his product choice. sociability defensiveness and adoptability. PERCEPTION International Journal of Engineering and Social Science www. Issue3 ISSN: 2249. A motive is a need that sufficiently compels a person to seek satisfaction of the need. such as the consumer's reference groups.IJESS Volume3. beliefs and attitudes. MOTIVATION A person has many wants at a given time. Life style reflects something beyond the person's social class on the one hand and personality on the other. Life style attempts to bring out one's way of living based on a whole person's pattern of acting in the world. A company president affords expensive blue stage suits air travel club membership and vehicle hence marketers try to identify the occupational groups. A person's personality is usually described in terms of such trait as 'self confidence. borrowing power and attitudes towards spending versus saving. social classes and even occupation may lead quiet different life different. PSYCHOLOGICAL FACTORS A person's buying choice is also influenced from major psychological factors like motivation.9482 A consumer's preference is also influenced by social factors. INCOME Income is a vital factor that affects buying preference off consumer to a great extent. family and social roles and status. powder. LIFE STYLE People coming from the same sub-culture. if it is less the demand will also be less. learning. then the demand of consumer goods will be high. autonomy. saving.org 41 . A need become a motive when it is used to a sufficient level of intensity. It is the per-capital income is high. perception. lunch boxes.gjmr. A blue color worker's clothes. PERSONALITY AND SELF-CONCEPT Each person has a distinct that will influence his on her buying preference. Life style portrays the whole person interaction with his or her environment. bowling recreation are pertinent to his group. deference.

Hero Honda company. emotional felling and action tendencies towards some objects or idea. These in turn influence their behaviour based on belief is what is given and taken by a person in all descriptive. The interviews conducted and the information was gathered in person. A motivated is influenced by his or her perception of the situation. LEARNING !t is a factor where the people act based on the experience that governs the efforts directly and indirectly as the process of learning differs. BELIEFS AND ATTITUDES Through learning process people acquire their beliefs and attitudes.3. A motivated person's action is influenced by his or her perception of the situation. History of the TVS motor company. about something which gets rooted in him.9482 Another factor which influences consumer behaviour is perception. The study is spread over 100 respondents in Kancheepuram for tl% purpose of conducting the analysis. Perfectly structured interview schedule has been used to accumulate the essential primary data. BRAND LOYALTY To be truly branded loyal the consumer mist hold a favorable attitude towards the brand in addition to purchasing it repeatedly. Yamaha company and Bajaj Company was narrated the best to the knowledge of the researcher to enhance the project requirements and make the project effective and fruitful.IJESS Volume3. Table No.OF RESPONDENTS 75 25 100 person's action International Journal of Engineering and Social Science www.gjmr.01 DISTRIBUTION OF RESPONDENTS ACCORDING TO GENDER GENDER Male Female TOTAL NO. Issue3 ISSN: 2249. One may be forced to purchased a particular brand repeatedly because other brands may not be available unable to find a suitable replacement though he is not liking the unfavorable substitutes. Besides that an attitude described by a persons enduring favorable or unfavorable cognitive evaluation.org 42 . The answers thus obtained were documented.

OF RESPONDENTS Business man 18 Private Employee 33 Student 37 Professionalist 6 Government Service 6 Total 100 International Journal of Engineering and Social Science www.org 43 .03 DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR OCCUPATION OCCUPATION NO. Issue3 Table 3.gjmr. OF RESPONDENTS Table 3.02 ISSN: 2249.IJESS Volume3.9482 DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR EDUCATIONAL QUALIFICATION EDUCATIONAL QUALIFICATION School Education Under Graduate Post Graduate Technical Qualification No Formal Education Total 19 58 07 14 2 100 NO.

OF RESPONDENTS 26 19 15 10 30 100 Table 3. 10001 -15000 Rs.9482 DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR MONYHLY INCOME MONTHLY INCOME Upto Rs. 5001 -10000 Rs. 15000 and above Total NO.OF RESPONDENT 48 10 36 International Journal of Engineering and Social Science www.05 DISTRIBUTION OF RESPONDENTS ACCORDING TO TYPE OF VEHICLE OWNED TYPE OF VEHICLE TVS XL Bajaj Hero Honda Yamaha Apache Total NO. Issue3 Table No: 3.IJESS Volume3.04 ISSN: 2249.OF RESPONDENTS 51 24 15 10 100 Table 3.gjmr.org 44 .06 DISTRIBUTIONS OF RESPONDENTS ACCORDING TO THEIR SOURCE OF AWARENESS SOURCE OF AWARENESS Friends Relatives Advertisements NO. 5000 Rs.

org 45 .IJESS Through Dealer Others Total Volume3.07 DISTRIBUTION OF RESPONDENTS ACCORDING TO THE REASON FOR PREFERRING TVS BIKES REASON FOR TVS BIKES Low Price Attractive colour and Appearance Performance Satisfactory Service Less Documentation formalities Total NO.OF RESPONDENTS 15 3 6 3 3 30 Table 3.08 DISTRIBUTION OF RESPONDENTS ACCORDING TO THE REASON FOR PREFERRING HERO HONDA BIKES REASON FOR TVS BIKES NO. Issue3 ISSN: 2249.9482 6 100 Table 3.OF RESPONDENTS Low Price Attractive colour and Appearance 3 3 Performance 14 International Journal of Engineering and Social Science www.gjmr.

09 DISTRIBUTION OF RESPONDENTS ACCORDING TO THE REASON FOR PREFERRING YAMAHA BIKES REASON FOR TVS BIKES NO. Issue3 ISSN: 2249.10 DISTRIBUTION QF RESPONDENTS ACCORDING TO THE PERIOD OR TIME OF TVS / Hero Honda / Yamaha BIKES Period of Time TVS NO.IJESS Satisfactory Service Volume3.9482 10 Less Documentation formalities 5 Total 35 Table No: 3.org 46 .gjmr. OF RESPONDENTS HERO HONDA YAMAHA Total Less than 6 months 10 20 10 40 International Journal of Engineering and Social Science www.OF RESPONDENTS Low Price Attractive colour and Appearance 3 3 Performance 14 Satisfactory Service 10 Less Documentation formalities 5 Total 35 Table 3.

IJESS One year .3 years 4 years . Issue3 10 20 5 ISSN: 2249.gjmr.12 28 3 19 50 100 DISTRIBUTION OF RESPONDENTS ACCORDING TO MILEAGE OF THE PREFERRED BIKES KMPL 30-50 Km 50 -60 Km NO.9482 35 10 10 5 25 Total 30 50 20 100 Table-3.org 47 .OF RESPONDENTS 13 47 International Journal of Engineering and Social Science www.5 years Volume3.11 DISRTIBUTION OF RESPONDENTS ACCORDING TO THE OVER ALL APPEARANCE OF THE BIKE & TYPE OF BIKE Appearance of the Bike Type of the Bike TVS XL Attractive Appealing Very Attractive Good Total 5 1 3 12 21 B4JAJ 12 - 3 11 26 HERO HONDA 4 2 1 8 15 YAMAHA 5 - 9 15 29 APACHE 2 - 3 4 9 Total Table No: 3.

40. 15000 And above Total Upto Rs. Issue3 29 11 100 ISSN: 2249. 1000115000 Rs.IJESS 60-70 Km 70 and above Total Table 3.13 Volume3.5000 Rs. 500110000 Rs.14 DISTRIBUTION OF RESPONDENTS ACCORDING TO SATISFACTORY LEVEL WITH ROAD GRIP OF PREFERRED BIKE LEVEL OF SATISFACTION Satisfied Highly Satisfied Neither satisfied nor dissatisfied Dissatisfied NO OF RESPONDENTS 56 26 14 4 International Journal of Engineering and Social Science www.000 Rs.gjmr. 50.org 48 .000 21 5 7 1 34 Rs.000 And Above Total 15 9 7 5 36 13q 3 8 6 30 49 17 22 12 100 Table 3.000 50.9482 DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR MONTHLY INCOME AND PRICE OF THE VEHICLE Monthly In come Price OF\ Vehicle Upto Rs. 40.

org 49 . Observed from the study that the customers are attracted by good appearance of the TVS bikes. Apart from TVS. 14 are professionalise 7 are Post graduates. Middle Income and Low Income group mostly TVS Bikes due to less maintenance cost. In order to accomplish this objective a market survey was conducted with 100 respondents in the study area. 33 are Private employees. representing 75 and 25 percent respectively.gjmr. this alone account for 50 percent of customers and 27 of the total respondents were influenced by its attractiveness. Out of the total respondents. Out of the total respondents. It is inferred from the study that 49 percent of the respondents are in the income group up to Rs. SUGGESTIONS AND CONCLUSION The study has been carried out with the objective of ascertaining the customer's preference and there to satisfaction towards Two wheelers in Kancheepuram town. fuel consumption and easy to drive even for women also. Among the total respondents 56 of them are satisfied with road grip of their preferred bikes.5000 have invested on the low price bikes. For the survey a structured interview schedule with both open and close lend questions were used to collect the required information. other Bikes Mileage ranges from 70-70. Categorizations of respondents have also been made on the basis of educational qualification.Out of total Respondents only 30 percent emphasis is preference for Appearance and Attractiveness.9482 100 FINDINGS. The data collected have been analyzed and interpreted in the previous chapter with the help of tables and charts. It was observed from the study that 29 percent of the respondents have opinioned the mileage as between 60-70 kms . Most of the TVS bikes offer mileage of between 50-60 km per liter. who like mostly because of the attractive colour and appearance. 37 are Students. The summary of the study are presented as follows: The total numbers of male respondents are 75 and females are 25 in number.IJESS Highly Dissatisfied Total Volume3. Issue3 ISSN: 2249. low price. 65 were completed graduation and 19 have got school education. A high number of graduates prefer TVS bikes. 4 percent of the total respondent was dissatisfied and the TVS motor company should take measures to overcome this minor defective. People preference is focused TVS only because of low price. easy maintenance cost and easy documentation process. When comparison was made between the TVS International Journal of Engineering and Social Science www. This review prefers is mainly for low price and other things.

gjmr. The products of the company are well received among the customers and benefited out of the valuable services rendered by the products.. prentice Hall of India pvt. REFERENCES 1. International Journal of Engineering and Social Science www. Yamaha and Hero honda are performed well at 50-60 kms. they were switched over to buy TVS bikes. There may be chances for loosing out its customers due to rival products or more advanced technology bikes.org 50 . Based on the study the following suggestions have also been made. Auto India Magazine 2. The motor company should continuously involve in research development to device bikes in accordance with the taste preference of customers. The TVS motor company has to adopt a perfectly suited Market Strategy so as to attract more Customers. It is concluded from the study that the TVS motor company gaining market share in Two Wheeler Industry. Out of the total respondents.9482 bikes. the kilometer per liter (KPML) of Apache is high. Among the total respondent 45 of them are satisfied with free services and 35 of them are satisfied with free as well as paid services. Large number of fancy two wheeler should be introduced by the company. performance and low price the TVS motor company should pay attention with regard to technical aspects and still more improvement in performance. Attracted by the marvelous appearance and performance. Automobile Journal 3. Peter Drucker. appearance. The introductions of TVS bike have revolutionaries in the field of two Wheeler industry. Marketing Management. Issue3 ISSN: 2249. The present trend indicates that there will be scope for expanding its market and attract innumerable customers in the years to come. Out of the total respondents. The satisfactory level of servicing also well observed from the study. 64 of them were the owners of other brands of bike. Ltd. Advertisement campaign should aim at reaching the ultimate custom and the authorized dealers should also device a suitable advertisement to catch local customers. The Service provided by the agency should be efficient. Besides its feature.IJESS Volume3. New Delhi 1988. In order to maintain the present and potential customer the quality of bikes require still more improvements. TVS bikes emerged in the two wheeler industry in the recent years. 61 of them were preferred TVS bikes than other brands due to performance and 18 were preferred for its low price. Indian Auto Magazine 4.

co.in International Journal of Engineering and Social Science www. Philip. 7. Delhi 2000.Kotler – Marketing Management – millennium Edition Prentice Hall of India.9482 5. New 6.tvsmotor. www.gjmr.org 51 .IJESS Volume3. Issue3 ISSN: 2249.