A

RESEARCH REPORT
ON
CONSUMER BEHAVIOUR
AT

A PROJECT SUMITTED TO
BHAVNAGAR UNIVESITY OF BHAVNAGAR
IN PARTIAL FULFILLMENT FOR THE DEGREE
OF
BACHELER OF BUSINESS ADMINISTRATION

PREPARED BY,
DILIP VAGHELA
T.Y.B.B.A
ROLL NO. (58)

GUIDED BY,
MR.RUSHI KANADA
(LECTURER)

K. R. Doshi College of commerce and management

Bhavnagar University
Bhavnagar
Batch 2009-2012

PREFACE
As we know that the present world not only theoretical knowledge but also practical
knowledge is important in every field and everywhere.
In short, student can improve his knowledge about the marketing research through making
the research report.
Helps to the student to development about field of external environment as a student of
T.Y.B.B.A program. The research provides opportunity to conduct practical survey in
MODERN TVS, Bhavnagar.
I have tried my best together as much as information as I could. So through this report I am
expressing my views, feeling and various managerial and practical activities which I had
observed during my research. I came to know about the effect of consumer buying behavior.
Consumer behavior is the integral part of marketing research. I make research report on the
brand image. TVS is leading company which produce two wheeler vehicles.

ACKNOWLEDGMENT

Preparation of this Project Report would have been simply

impossible with out the assistance and guidance of certain persons. I give my deep
sense of gratitude to my almighty god and my presents that put their trust in me to do
this kind of project.
I express my sincere thanks to Trusty of K.R.DOSHI Mr.Mehboob
sir, IC.principal Mr.SAMEER SOLANKI, and my guide Mr. Rushi kanada who guides
and helps to prepare this project report whenever I required. They helped me with
lots of encouragement and motivation throughout my project work.
I express my heartiest gratitude to Bharatbhai Doshi the manager
of MODERN TVS PVT.LTD. Who gives me important information about related with
my topic and who helps me in preparation of this project. And I would like to thank
marketing department of the company
And last but not least , I am very much thankful to all my friends
for their timely and valuable help in collecting primary data and helping me in
preparing a nice project report, without their help this project would be a mere
successful achievement for me.

DATE:
PLACE:
SIGNATURE

CANDIDATE STATEMENT
I undersigned, VAGHELA DILIP student of T.Y.B.B.A. hereby declare that
the project work presented in this report is my own works and has carried
it out under the guidance of Prof. MR Rushi Kanada of K. R. Doshi B.B.A
College.
Date:
Signature:
Place: Bhavnagar.

(VAGELA

DILIP)

EXECUTIVE SUMMERY

The project report is based on the Effect of brand image on consumer behavior. My study is
descriptive in nature. And it gives meaningful information about the Brand image of the
company.
The main objective of the study is to get the practical knowledge and know how the brand
image is important to stand in market. Consumer behavior is the important element in the
marketing management which involves various factors affect consumer behavior etc.
I have used the data of the MODERN TVS and collected through the material given and by
questioning and from the other sources. I have interpreted the data in to my study as per
requirement to understand easily.
By this research I come to know that without study of consumer behavior a Company cannot
stand in market and customer may show the quality, price, features etc when purchase of
product. And in this century it is very hard to survive in market for the business.

GENERAL INFORMATION INDEX

NO.

PARTICULARS

PAGE
NO.

(1)1.

COMPANY PROFILE

8-9

2.

INTRODUCTION

10

3.

HISTORY AND DEVELOPMENT

11

7.

TYPES OF THE PRODUCT

12

9.

ORGANIZATIONAL STRUCTURE

13

CH-2
(2)1.

INTODUCTION TO TOPIC
CONUMER BEHAVIOR

CH-3

RESERCH
MATODOLOGY
6

14
15-18
19

(3)1.
(3)2.
(3)3.
(3)4.
CH-5
CH-6
CH-7
CH-9

INTRODUCTION
RESERCH PROCESS
OBJECTIVE
RESEARCH DESIGN
DATA ANALYSIS &
INTERPRETATION
FINDINGS
SUGGESTIONS&
CONCLUSION
BIBLIOGRAPHY

20
21
22
23-27
28
38
39-40
41

COMPANY PROFILE
NAME

MODERN TVS
7

 ADDRESS :
1) Registered office

Vitthalwadi,
Near hotel White rose,
Bhavnagar-1

CORPORATE OFFICE

(1) Vitthelwadi,
Near hotel White rose,
Bhavnagar-1

BRAND NAME

Teenz, Pep+, Wego, Starcity,

TVS Sports, Apache, Max

PRODUCTION CAPACITY

10000 units per year

YEAR OF ESTABLISHMENT

2011

CHAIRMAN

Mr. Bharatbhai Doshi

MANAGING DIRECTOR

Mr. Jigneshbhai Doshi

BANKERS

Authorise Dealer

TOTAL STAFF

TOTAL WORKERS

10

PRODUCTION METHOD

Manual

AGE OF THE RETIREMENT

Not fixed

ACCOUNTING YEAR

1st April to 31st March

TELEPHONE NO.

(0278) 2431729

E-MAIL

 WEBSITE

WWW.TVSMOTOR.CO.IN

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-theart 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.

10

HISTORY AND DEVELOPEMENT

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.
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 two-wheeler 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, TVS-Suzuki became the first
Indian company to introduce 100 cc Indo-Japanese motorcycles in September 1984. Through
an amicable agreement the two companies parted ways in September 2001.

11

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.

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.

12

ORGANISATION STRUCTURE
MANAGING DIRECTOR

VICE MANAGING DIRECTOR

SALESMAN

PEON

SALES MAN

PEON

SALES MAN

PEON

13

14

INTRODUCTION OF BUYING BEHAVIOUR

The main purpose Marketing is to satisfied our target customer need and want toward
the particular product or services which are our customer need. after knowing their
need and wants about any product or services then need to identify their buying
behavior for buying the product or service. Decided which bases customers are
purchase the product like product attractiveness lower price, Durability of Product etc.
In the buying the product customer think something and do something at last
movement of buying product and services so need know the behavior of customer for
buying any product or services.
MODELS OF BUYING BUYER BEHAVIOUR:

Definition of Buyer behaviour

All psychological social and physical behaviors of potential customer as they become
aware of evaluate, purchase, consume and tell other about product & services

Marketing
Stimuli
Product
Price

Other
Stimuli
Economic
Technology

Buyer
Characteristics
Cultural
Social

Place

Political

Personal

Promotion

Cultural

Psychological

15

Buyer's
Decision process
Problem recognition
Information search
Evolution of
alternative
Purchase decision

BUYING PROCESS

Problem reorganization
Buying process state with problem recognition in this steps customer are identify
there need and wants need are decide on the basis of internal & external factor.
Information Search
When customer need are arise about any product & services them they are want to
search some information about it from some source like personal commercial public
sources etc.
Evaluation of Alternatives
Customer is evaluating the entire available alternative and leads which are satisfied
our primary and secondary need of product or services.
Choice of Purchasing Decision
When customer are finally decide to buy any product or services than decide which
place we purchase which price we purchase the product etc.

Post Purchase Behavior

After the purchase product customer are think that what are we wants and what are we
gets different between the actual and potential benefit and decide the next time deal
with them or not.

16

 FACTOR AFFECTING BUYING BEHAVIOR

1.

Cultural Factors:

a.

Culture:
Culture is the most fundamental determinant of a person wants and behavior.
The grooving child acquires a set of values, perception, preference and
behaviors through his/her family and other key institution.

b.

SubCulture:
Each culture consists of smaller subculture that provides more specific
identification and socialism for its members. Subculture includes nationalities.
religion and geographical regions. Many subcultures makes up important
market segments and marketers often design products and marketing programs
tailored to their needs.

c.

Social Class:
Social classes do not reflect income alone but also ther indicators such as
occupation, education and areas of residence. Social classes differ in their dress
speech, patterns recreational tailored to their needs.

2.

Social Factors:

a.

Reference Group:
People are significantly influenced by their reference groups in at least their
ways. Reference group expose an individual to know behave ours and lifestyle.
They also influence the person's attitude, their self concept and they create
peoples.

b.

Family:
The family is the most important consumer buying organization in society and
it been researched extensively. Family members. constitutes the most
influential, primary reference group. We can distinguish between two families
in the buyer behavior. The family of orientation consists of one's parents and
17

sub links. From parents a person acquires an orientation towards religion.

politic and economics and sense of personal ambition. self worth and love. a
more direct influence on every day buying behavior is one's family of
procreation namely one's spouse and children.
c.

Role and Status:

A person participates in many groups throughout life, family, club, and
organization. The person's position in each group can be defined in terms of
roles and status.

3.

Personal Factors:

a.

Age and Life Cycle:

People buy different goods and services over their life time. They eat baby food
in the earlier most foods in the growing and mature year and special diet in the
alter years. People taste in cloth, furniture and recreation is also age related.

b.

Occupation:
A person's occupation also influences his/her consumption pattern. a blue color
worker will buy work cloth, work shoes and lunch box. A company president
will buy work expensive suit, air travel, country club membership. A marketer
trips to identify occupational group that have above interest in their product and
the service. Thus computer software companies will design different computer
software for brand manager, engineer, lawyer and physician.

c.

Lifestyle:
People coming from the same sub culture. social class and occupation may lead
quite different life styles. a person's life style is the person's patterns of living in
the world as in the persons activities, interests and opinions.

18

4.

Psychological Factors:

a.

Motivation:
A persons has many needs at any given time some need are biogenic. They
arise from psychological status of tension such as hunger, thirst, discomfort,
other need are psychological needs. a motive is a need that is sufficiently
pressing to drive the person to act satisfying the need reduce the felt tension.

b.

Learning:
Where, people act they learn. Learning involves changes in an individual's
behavior arising from most humans produce through the interplay of drives
response and reinforcement demand for a product by associating it with strong
drives, using motivating and providing positive reinforcement.

c.

Beliefs and Attitude:

Through during learning people acquire belief and attitudes. This in terms
influence their buying behaviors. A belief is a descriptive though that a person
hold about something. This belief may be based on knowledge, opinion or
faith. They may or may not carry on emotional charge.

19

RESEARCH
METHODOLOGY

20

RESEARCH METHODOLOGY

WHAT IS RESEACH ?
In common words, research refers to a search for
knowledge. Research can be defines as a scientific and systematic search for
information on a specific search for information on specific topic. Actually, it is a
voyage of discovery. In other words, research is an academic activity. Research
comprises defining problem, collecting data, evaluating data, formulating hypothesis,
reaching conclusion and testing the conclusion whether they fit the formulating
hypothesis. It is the pursuit of truth with the help of study, observations, comparison
and experiment. In short, the search for knowledge through objective and systematic
method of finding solution to the problem is research.
In simple word, research is a method of finding facts of
particular topic by collecting, formulating and analyzing the data from real field and
find solution for it. Thus, research is an origin contribution to the existing stock of
knowledge making for its advancement.
RESEARCH METHODOLOGY :
Research methodology is a way to systematically solve the
research problem. It may be understood as a science of studying how research is
done scientifically. Research methodology may differ from problem to problem. The
research methodology has many dimension and research methods do constitute the
part of the research methodology. The scope of research methodology is wider than
that of research method, research methodology indicates which method and
techniques are relevant and which are not.

21

TYPES OF RESEARCH
The explanation of types of research are as follows ..
1. Applied v/s fundamental :
Research can either be applied research or
fundamental research. Applied research aims at finding a solution for an immediate
problem facing a society or an industrial or business organization.
2. Descriptive v/s analytical :
Descriptive research includes survey and
fact finding inquiries of different kinds. In analytical research, on the other hand, the
researcher has to use facts or information already available, and analyze this to
make a critical evaluation of the material.
3.Quantitative v/s Qualitative :
Quantitative research is based on the
measurement of quantity or amount. It is applicable to phenomena that can be
expressed in terms of quality. Qualitative research, on the other hand, is concerned
with qualitative phenomena. That is phenomena relating to or involving quality or
kind.
4.conceptual v/s empirical :
Conceptual research is that related to some
abstract ideas or theory. It is generally used by philosophers and thinkers to develop
new concepts or to re interpret existing ones. On the other hand empirical research
relies on experience or observation alone often without due regard for system and
theory.

22

OBJECTIVES OF RESEARCH
Research refers to collecting, formulating and analyzing data on specific
topic and finding the solutions. Though every research study has its own specific
objectives. The purpose of research study is to discover answer to question through
scientific procedure and to find out the fact of particular topic. The main objectives of
this research study are as under..
To know various methods of promotions which company
mostly use.
To know the sales promotion strategy of the company.
To know how does it apply in automobile sector in
4wheeler only.
To know customer response about sales promotion
methods and strategies of the company.

23

RESEARCH DESIGN

A Research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to the research purpose
with economy in procedure. A Research design may constitute decisions regarding
what, where, when, how much, by what means concerning an inquiry or a research
study. As such design includes an outline of what the researcher will do from writing
the hypothesis and its operational implication to the final analysis of data.
Research design is needed because it facilitates the smooth sailing of
the various operations, thereby making research as efficient as possible yielding
maximum information with minimum expenditure of effort, time, and money.
Research design can be categorized in three parts
1) Exploratory Research Studies
2) Descriptive research and diagnostic research studies
3) Hypothesis testing research studies
This research study is of Exploratory Research study because this
research is made on the basis of primary data collected through the
questionnaires. Exploratory research studies are also termed as formulative
research studies. The major emphasis in such studies is on the discovery of ideas
and insights. Generally, the following three methods in the context of research
design for exploratory studies are
1) The survey of concerning literature
2) The experience survey
3) The analysis of insight- stimulation.

24

RESEARCH INSTRUMENT
The Data Collection is the main part of any research study. The task of
data collection begins after a research problem has been defined. There are main
two types of data are collected for making a research study.
The Primary Data are those which were collected afresh and for the
first time. And The Secondary Data are those which have already been collected by
someone else and which have already been passed through the statistical process.
There are various methods for collecting data for the use in research
study given below:
The six methods are generally used for collecting the primary data for
making research study. The methods for data collecting primary are given as under,
Observation method
Questionnaires
Interview method
Schedule
One can get secondary data from the data collected by someone else
and also collect from published and unpublished data.
In this research study, the data were collected through the
questionnaire method because this study is made on the basis of primary
data. Thus, I selected questionnaire as my research instrument.

25

SAMPLING PLAN / DESIGN

A Sample design is a definite plan for obtaining sample from

a given population. It refers to the technique or procedure in research would adopt in
selecting items for sample. It also include the number of items in the sample that is
size of sample. Simple design is determined before the process of data-collection.
There are certain as follows..

[1] SAMPLE UNIT :

This research study is prepared on effectiveness of
consumer sales promotion strategies at the Eternal Motor Pvt.Ltd. has a wide group
of customers in urban as well as in rural areas. The sample unit of this research
study is in urban area i.e. in bhavnagar. I select a list of 50 customers from
bhavnagar city.
[2] SIZE OF SAMPLE :
Sample size plays the most important part or role in
developing a sample design. The size of sample for this research study is 50. I
collect the important information regarding this topic from the sample of 50
customers out of total in bhavnagar. Therefore, the size of this research is 50 at
Eternal Motor Pvt. Ltd.

26

CHART OF RESEARCH PROCESS

DEFINE RESEARCH
PROBLEM

REVIEW CONCEPT
AND THEORIES

REVIEW PREVIOUS
RESEARCH
FINDING

FORMULATE
HYPOTHESIS

DESIGN RESEARCH
(INCLUDING
SAMPLE DESIGN)

COLLECT DATA
(EXECUTION)

ANALYSES DATA (TEST

HYPOTHESIS IF ANY)

INTERPRET AND REPORT

27

SOURCES OF DATA COLLECTION

Any research is made on the basis of two types of data. The
researcher should keep in mind two types of Data are as follows
[1] Primary Data
[2] Secondary Data
1) THE PRIMARY DATA:
The primary data are those which are collected
afresh and for the first time and thus happen to be original in character. The
primary data are collected for this research by the QUESTIONNAIRE which is
filled by customers of eternal motor Pvt. Ltd.
2) THE SECONDARY DATA:
The secondary data are those which have already
been collected by someone else and which have been passed through the
statistical process. The necessary secondary data are collected for this research
study is
Library
Books
Internet
Study of other research study
The data both primary and secondary collected from the above
sources are very useful to make this research study.

28

LIMITATION OF THE STUDY

The collection of data is the main part for doing any research. The data is
collected from the some selected sample size. And the data are collected through
the questionnaire. Therefore, there is a certain limitation of the study. In this research
study, I collect data from the 50 customers of maruti-suzuki or Eternal Motor. Pvt. ltd.
The limitations of this research are as under
In this research study, I collect data from only 50 customers. And I can not
reach to other customers. So it is not possible that the reviews of all other
customers are same.
We can not say that information given by all customers is fully correct. It
may be wrong.
Some customers little bit confuse to give the answer of question due to
unawareness.
The data are collected by the questionnaires. There are also several limitation of
questionnaire like..
It can be used only when respondents are educated and
cooperating.
It is difficult to know or recognize whether willing respondents
are truly representative.
This method of data collection is slowest one.

29

30

particular
yes
no
Total
Q:1: Do you own a bike?

No. of respondents
47
3
50

%
94
6
100%

INTERPRETATION
In this question particular question it is found that 94% of respondents are having motorbike
and 6% are either having scooter or moped. On the basis of the above pie-chart it is clear that
more people own bike.

31

Q;2 Which Brands of bike are you aware of?

Particular
HERO
BAJAJ
TVS

Total no. of respondents

25
15
10

%
50
30
20

INTERPRETATION
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 Bhavnagar
whereas BAJAJ and YAMAHA follow 2nd and 3rd place. TVS comes at 4th place taking lead
from LML, KINETIC and ENFIELD BULLET.

32

Q:3: Which factors do you consider while purchasing a Bike?

Particular
Mileage
Style
Price
Brand
Spare parts

Total no. of respondent

12
9
10
13
3

%
24
18
20
26
6

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 brand aspect before actually buying a product.

Q;4 Who influenced you while purchasing the bike?

33

Particular

Total

no.

of

respondent
Friends
Dealers
Family
Media
Total

17
3
23
7
50

34
6
46
14
100

INTERPRETATION
From the above graph it is clear that FAMILY plays a major role in the purchase of bike and
the reference and suggestions of FRIENDS come at the second place. Whereas MEDIA factor
comes at third place with DEALER making no promising affect on the purchase of bike.

QUE-5 Have you visited any TVS showroom ?

34

Particular
Yes
No
Total

Total no. of respondents

36
14
50

%
72
28
100

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 72% among 50 respondents.

QUE-6: Do you about TVS motor bike?

Particular

No. of respondents
35

Yes
No
Total

46
4
50

92
8
100

INTERPRETATION
As given in the PIE CHART above 92% of the respondents know about TVS motorbike and
only 8% 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.

QUE-8: Have you visited TVS dealer dealership?

36

Particular
Yes
No
Total

No. of respondents
16
34
50

%
32
38
100

INTERPRETATION
In the PIE CHART given above it is clear that out of 50 respondents 68% of them have
visited the TVS DEALERSHIP and only 32% have not visited the TVS DEALERSHIP. By
the chart given above it makes clear that the TVS DEALERSHIP has attracted more number
of respondents

QUE-9: Does celebrity endorsement affect the purchase of bike?

37

Particular

No. of respondent

Yes
No
Total

17
33
50

%
34
66
100

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.

FINDINGS

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
38

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 BHAVNAGAR 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 Bhavnagar 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 Bhavnagar 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 Bhavnagar want more number of dealers in their area so as to have
more options in visiting the dealership. Every 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.

39

SUGGESIONS AND 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 1 st, 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.
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.

40

 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 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 Bhavnagar 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 4 th 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.

41

BIBLIOGRAPHY
BOOKS

C.R.Kothari., Reaserch Methodology, New delhi, New age international(P)Ltd.

Publisher, May 1990, Second edition.

S.A.SHHERLEKAR. Marketing management Mumbai, Himalaya Publishing House.

13th revised edition.

WEBSITES

WWW.TVSMOTOR.CO.IN/About_us.aspx

42

TVS MOTOR COMPANY

CUSTOMER BUYING BEHAVIOUR (BHAVNAGAR)
QUESTIONNAIRE

THANKS A LOT FOR PARTICIPATING!!

NAME ..
AGE
SEX.
OCCUPATION.
INCOME
PHONE NO. .
ADDRESS.

SIGNATURE:

Que1. Do you own a Bike?

Yes
No

43

Que2. Which brands of Bike are you aware of..?

TVS

HERO HONDA

ENFIELD

YAMAHA

BAJAJ

LML

KINETIC

Que3. Which factors do you consider while purchasing a

Bike? [Rank]
MILEAGE

STYLE

PRICE

BRAND

SPARE PARTS

AFTER SALE SERVICE

Que4. Who influenced you while purchasing the Bike?

FRIENDS

DEALER

FAMILY

MEDIA

44

Que5. Have You Visited Any TVS Showroom?

Yes

No

Que6. If you have a Motorcycle other than TVS?

Do you know about TVS Motor bike?

Yes
No

Have you visited TVS DEALERSHIP?

Yes
No

Que7. Does celebrity endorsement affect the purchase of

Bike?
Yes
No

45