1

INSTITUTE OF MANAGEMENT TECHNOLOGY, NAGPUR

Summer Internship Program (SIP) – 2009

STUDY OF CONSUMER BEHAVIOUR WITH RESPECT

TO SALES AND SERVICE IN THE DELHI
TWO-WHEELER MARKET

(Interim Report)

Submitted to: Submitted by:

Prof. S. Tagare Aditya Kumar
Enroll. No: 08FT005
Organization: TVS Motors, Delhi
 2

ABSTRACT

Our internship program has been divided into different tasks. Initially we had to do a survey of the
dealers which included the dealers of TVS motors as well as its competitors. The purpose of this
dealership evaluation survey was to understand the different products and the internal branding
of the company. We also evaluated the behavior of the company’s dealers vis-à-vis its
competitors through this self-administered survey.

Our second task included collecting the views of the customers who have bought TVS bikes,
specifically TVS Star, and also some personal information. This was done to get an
understanding of the demographics of the customers, the impact of the bike in the market
especially the 100 cc segment and to see if there is any cannibalization.

In the third task, a survey of around 300 bike users in Delhi was done to understand their views
on authorized service centers and local private garages. The purpose behind this survey was to
know why users preferred one over the other and also get an idea on what the service centers
should do to attract more customers.

The fourth and final task comprises of a Customer satisfaction Index (CSI) survey to be carried
out at different authorized service centers of TVS motors. This would be done to gauge the
satisfaction level of customers at these service centers.
 3

GOALS/OBJECTIVES

The main objective of our project is to take a comprehensive view of TVS and its competitor’s
showroom and analyze the parameters which could affect the customer satisfaction

The purpose of the study is to know the parameters where TVS dealers need to improve on, so
that they can treat the customers better.

SALES:
1. To understand the TVS’ dealers vis-à-vis its competitors.
2. Buying behavior of customers of TVS bikes.

SERVICE:
1. Understanding customer behavior towards Authorized Service Centers and Private
Garages
2. CSI survey to find the satisfaction level of customer’s at TVS authorized service centers

PROPOSED METHODOLOGY

SALES:
- Dealership Evaluation:
i. Visiting dealers as mystery shoppers.

ii. Filling a self-administered survey.

iii. Analysis using graphs and tables.

- Customer Behavior:
i. Collecting sales data from the dealers.

ii. Collecting information from the customers through a survey.

SERVICE:
- Authorized Service Station v/s Private Garage Survey: Personal
Interview of around 300 bike users in Delhi.
 4

- Customer Satisfaction Index Survey: Personal Interview of around

300 customers at TVS’s Authorized Service Centers.

Time Frame or Schedule

Expected
Sl. No. Exercise to be performed Completion
date
1. Visiting dealers as mystery shoppers. 10/04/2009

2. Judge dealers on various pre-defined parameters 12/04/2009

3. Collecting sales data 18/04/2009

4. Collecting information from the customers of TVS. 22/04/2009

5. Collecting information from normal bike users. 30/04/2009

6. Visiting authorized service stations and private garages to get the 09/05/2009
views of customers present there and also collect information from
the mechanics

7. Performing a Customer Satisfaction Index. 18/05/2009

8. Analyzing the data collected using SPSS and other techniques 23/05/2009

9. Generating the results and preparing the final report. 28/05/2009

The entire process is expected to be completed by the end of May 2009.

 5

References

 http://www.chass.ncsu.edu/garson/pa765/factor.htm#vars
 http://en.wikipedia.org/wiki/Factor_analysis
 http://www.socialresearchmethods.net/tutorial/Flynn/factor.htm
 Market research by G.C. Beri
 Business Research Methods by William G. Zikmund

 http://www.tvsapache.com

 http://www.tvsflame.com

 http://ww.tvsstar.com
 6

………………………………………… …………………………………………
Signature of Project Guide with seal Signature of the Student

Date:

(For office use only)

Received on: Checked by: Entered by:

Name of faculty assigned to guide the student & signature: