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Acknowledgement department is not easy to me as I am indebted to many people but firstly towards EIILM which have given us opportunity to be in such a professional course. After that I am indebted to Mr. ADITYA NARAYAN SINGH (External Guide), Mr. SHETO KUMAR SINGH (Showroom Manager) and Mr. SUBASH BAJORIA (Showroom Owner) for their sincere guidance and valuable suggestion in formulating the project. Our acknowledgement department will be incomplete if I fail to give sincere thanks to Prof. Harsh Arora (Internal Guide) as without her suggestions the project would not have materialized of. Last but not the least I would like to thanks to my Campus Head Mrs. Parnapriya Sahas and Respected Director Dr. R.P. Banerjee and to all the employees of TVS MOTORS for their kind co-operation and guidance.


from EIILM is an original work of my. I declare that this project has not been published previously elsewhere; it is the result of my own effort & has been taken fully for academic purpose. All education materials consulted in the course of the study have been declared in the reference. I have done this work independently under guidance of Our External Guide: Mr. ADITYA NARAYAN SINGH, Area Marketing Manager of TVS Motors Kolkata, and my Internal Guide: Prof. HARSH ARORA, Faculty of EIILM, Kolkata. This work has not been submitted in full or part to many Institute or University for the award of any degree or diploma.



Sl. No. Topics Page No.
1. Introduction 2. Different Type Of Store 3. History Of Automobile Industry In India 4. History Of Two Wheeler In India 5. Company Profile 6. Company Flashback 7. Objective 8. Methodology 9. Mystery Visit 10. Show Room Activity 11. Data Tabulation & Analysis 12. Jive Promotion 13. Customer Feedback Of Jive 14. Survey on number of people enquiring for bike 15. Findings 16. Recommendations 17. Learning 18. Conclusion 19. Limitation 20. Annexure 21. Reference

5 6-7 8-9 10-11 12-14 15 16 17 18 19 21-31 32 33 35 36 37 38 39 40 41-43 44

The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off or sheds a small piece from something. Retailer is a Person or Agent or Agency or Company or Organization who is instrumental in reaching the Goods or Merchandise or Services to the End User or Ultimate Consumer. All the activities involved in selling goods or services directly to final consumers for their personal, non-business use is called Retailing. It consists of fixed location, such as departments, boutiques or individuals for direct consumption by the purchaser. Retailing may include subordinate service, such as Home delivery. Marketing researcher see retailing process as a necessary part of their overall distribution strategy. Types of Retailer: i) Store Retailer, ii) Non-store Retailer.

Store retailer is the retailer which operates on a fixed point of sale and depends on certain

Non-Store retailers are those retailer which use various methods such as broadcasting
of "infomercials" direct response advertising etc.


Different Types of Store:I. II. III. IV. V. VI. VII. Specialty Stores Department Stores Supermarkets Convenience Stores Superstores Category Killers Hypermarkets

Specialty stores

are small stores which specialize in a specific range of merchandise and related items. Specialty stores in India are: Pantaloons, Ganguram, Steel junction ,Metal Junction, Music world, Raymonds, Khadims, Bata, Apollo Pharmacy, Addidas, Sony world , Nokia world, Food Bazar ,Haldiram Bhujiwala, Sifyiway, KC Das ,Bausch and Lomb.

Department Store is a retail establishment which specializes in satisfying a wide range of
consumer’s personal and residential durable goods product need, and also offers consumer a choice of multiple merchandise lines at variable price points in all product categories. Department Stores sell products including apparel, furniture, home appliances, electronics and additional select product line such as paint, hardware, toiletries, photographic equipment, jewellery, toys and sporting goods.

A supermarket

is a form of grocery store, a self -service store offering a wide variety of food and household merchandise, organized into department. It is larger in size and has a wider selection than a grocery store and it is smaller than a hypermarket or superstore. Supermarket typically comprises of meat, fresh produce dairy and baked goods departments along with shelf space reserved for canned and packed goods as well as for nonfood items such as household cleaners, pharmacy products. Most of the supermarket sell variety of other household products that are consumed regularly, such as alcohol (where permitted), household cleaning products, medicine ,clothes and some sell a much wider range of non food products. It usually offers products at low prices by reducing their economic margins.

Convenience store is a small store or shop that sells items such as candy, ice- cream, soft
drinks, lottery tickets, cigarettes and other tobacco products, newspapers and magazines along with a selection of processed food and perhaps some groceries. They are often located alongside busy roads, in densely-populated urban neighborhood at petrol stations or near railway station or other transportation hubs. In some countries most convenience store have longer shopping hours, some being open 24 hours.


is a large retail establishment, a part of retail chain.Example of superstore in India are Star India Bazaar, Big Bazaar, Reliance Retail, Vishal Market, Citi-mart, Vishal Megamart.

Category Killer is a large retail chain store that is dominated in its product category. This
type of store generally offers an extensive selection of merchandise at prices so low that smaller stores cannot compete. Which is also known as Big Box Store?


is a superstore which combines a supermarket and a department store. Hypermarkets are like other big-box stores, typically have business model focusing on highvolume, low margin sales. The Organization has given a choice of different aspects or topics, as the title is “Comprehensive Study” & asked us to choose any one of them. Under the guidance of respective Store Manager, we have chosen the following topic.

“Customer feedback based on products and services available at the store .”

Retailing in India is evolving rapidly, with consumer spending growing by unprecedented rates and with increasing number of global players investing in this sector. Organized retail in India is undergoing a metamorphosis and is expected to scale up to meet global standards over the next five years. India’s retail market has experienced enormous growth over the past decade, more than doubling in size to US$ 311.7 billion in 2005-06. The market was estimated at US$ 1.1 trillion (in PPP terms) in 2005-06.

History of Automobile Industry in India

Automobile Industry in India has witnessed a tremendous growth in recent years and is all set to carry on the momentum in the foreseeable future. Indian automobile industry has come a long way since the first car ran on the streets of Bombay in 1898. Today, automobile sector in India is one of the key sectors of the economy in terms of the employment. Directly and indirectly it employs more than 10 million people and if we add the number of people employed in the autocomponent and auto ancillary industry then the number goes even higher. The automobile industry comprises of heavy vehicles (trucks, buses, tempos, tractors); passenger cars; and two-wheelers. Heavy vehicles section is dominated by Tata-Telco, Ashok Leyland, Eicher Motors, Mahindra and Mahindra, and Bajaj. The major car manufacturers in India are Hindustan Motors, Maruti Udyog, Fiat India Private Ltd., Ford India Ltd., General Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Hyundai Motors India Ltd., and Skoda India Private Ltd., Toyota Motors, Tata Motors etc. The dominant players in the two-wheeler sector are Hero Honda, Bajaj, TVS, Honda Motorcycle & Scooter India (Pvt.) Ltd., and Yamaha etc. Indian automobile industry has matured in last few years and offers differentiated products for different segments of the society. It is currently making inroads into the rural middle class market after its inroads into the urban markets and rural rich. In the recent years Indian automobile sector has witnessed a slew of investments. India is on every major global automobile player's radar. Indian automobile industry is also fast becoming an outsourcing hub for automobile companies worldwide, as indicated by the zooming automobile exports from the country. Today, Hyundai, Honda, Toyota, GM, Ford and Mitsubishi have set up their manufacturing bases in India. Due to rapid economic growth and higher disposable income it is believed that the success story of the Indian automobile industry is not going to end soon.

Some of the major characteristics of Indian automobile sector are:
• •

Second largest two-wheeler market in the world. Fourth largest commercial vehicle market in the world.

11th largest passenger car market in the world • Expected to become the world's third largest automobile market by 2030, behind only China and the US

History of Two Wheeler In India


India is the second largest producer of two-wheelers in the world. In the last few years, the Indian two-wheeler industry has seen spectacular growth. The country stands next to China and Japan in terms of production and sales respectively. Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the two-wheeler industry, bikes and scooters cover a major segment. Bikes are considered to be the favorite among the youth generation, as they help in easy commutation. Large varieties of two wheelers are available in the market, known for their latest technology and enhanced mileage. Indian bikes, scooters and mopeds represent style and class for both men and women in India. About 3.1% of Indian households own a motorcycle; annual sales of motorcycles are expected to reach 10 million by 2010. Motorised two-wheelers like Scooters, small capacity motorcycles and moped are very popular as a mode of transport due to their fuel efficiency and ease of use in congested traffic. The number of two-wheelers sold is several times that of cars. There were 4.75 crore (47.5 million) powered two wheelers in India in 2003 compared with just 86 lakh (8.6 million) cars. Hero Honda, Honda, TVS Motors and Bajaj Auto are the largest two-wheeler companies in terms of market-share. Royal Enfild, an iconic brand name in the country, manufactures different variants of the Bullet motorcycle which is regarded as a classic motorcycle that is still in production. Manufacture of scooters in India started when Automobile Products of India (API), set up at Mumbai and incorporated in 1949, began assembling Innocenti-built Lambretta scooters in India post independence. They eventually acquired licence for the Li150 series model, of which they began full-fledged production from the early sixties onwards. In 1972, Scooters India Ltd (SIL), a state-run enterprise based in Lucknow, Uttar Pradesh, bought the entire manufacturing rights of the last Innocenti Lambretta model. API has infrastructural facilities at Mumbai, Aurangabad, and Chennai but has been non-operational since 2002. SIL stopped producing scooters in 1998. Motorcycles and scooters can be rented in many cities. Wearing protective headgear is mandatory for both the rider and the pillion-rider in most cities.

Benefits of two wheelers

Two-wheelers are the most popular and highly sought out medium of transport in India. The trend of owning two-wheelers is due to its• • • • Economical price Safety Fuel-efficient Comfort level

However, few Indian bike enthusiasts prefer high performance imported bikes. Some of the most popular high-speed bikes are Suzuki Hayabusa, Kawasaki Ninja, Suzuki Zeus, Hero Honda Karizma, Bajaj Pulsar and Honda Unicorn. These super bikes are specially designed for those who have a zeal for speedy drive. Browse through the pages and catch all the details of high-performance two wheelers in India. Know more about latest launches and happenings in two wheelers industry

Company Profile
Inspiration in Motion
TVS Motor is the third largest two-wheeler manufacturer in India and ranks among the top ten globally. It is the first company in the world to be honoured with The Deming Prize for Total Quality Management. The company was the first in India to launch 2seater 50cc moped and 100cc Indo-Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty, TVS Centra and TVS Fiero are the popular bikes in Indian market. TVS Group is one of India's oldest business groups. It is a giant conglomerate with presence in

diverse fields like automotive component manufacturing, automotive dealerships and electronics. Today, there are over thirty companies in the TVS Group, employing more than 40,000 people worldwide and with a turnover in excess of USD 2.2 billion. TVS Group originated as a transport company in 1911. TV Sundaram Iyengar and Sons Limited is the parent and holding company of the TVS Group. TV Sundram Iyengar and Sons Limited has the following three divisions: TVS and Sons: TVS and Sons is the largest automobile distribution company in India. It distributes Heavy Duty Commercial Vehicles, Jeeps and Cars. TVS and Sons represent premier automotive companies like Ashok Leyland, Mahindra and Mahindra Ltd., and Honda. The company is also one of the leading logistics solution providers and has set up state-of-the-art warehouses all over the country. TVS and Sons has also diversified into distributing a range of Garage equipments. Sundaram Motors: Sundaram Motors distributes Heavy Duty Commercial Vehicles, Cars, and auto spare parts for several leading manufacturers. The company is also the dealer for Ashok Leyland, Honda, Fiat, Ford and Mercedes Benz. Madras Auto Service: Madras Auto Service distributes automotive spare parts for all leading manufacturers.

Other major companies of TVS Group are: 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.


 India's first 2 seater 50cc Moped TVS 50, launched in Aug.  First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept.  Launched first indigenous Scooterette (sub-100 cc variomatic scooters), TVS Scooty in June.  Introduced first catalytic converter enabled motorcycle, the 110cc Shogun in Dec.  Launched India's first 5-speed motorcycle, the Shaolin in Oct.  Launched TVS Fiero, India's first 150 cc, 4 stroke motorcycles in April.

1980 1984 1994 1996 1997 2000

2001 2004

 Launched TVS Victor, 4-stroke 110 cc motorcycle, in August, India's first fully indigenously designed and manufactured motorcycle.  Launched TVS Centra in January, a world-class 4-stroke 100 cc motorcycle with the revolutionary VT-i Engines for best-in-class mileage.  Launched TVS Star in Sept, a 100 cc motorcycle which is ideal for rough terrain.

Company Flashback
TVS Motor Company Limited is the flagship company of TVS Group, the USD 2.2 billion group. The Group is the third largest two-wheeler manufacturer in India and globally among the top ten, with an annual turnover of over USD 650 million. Currently, the group has more than 30 companies and employs over 40,000 people worldwide. With steady growth, expansion and diversification, it commands a strong presence in the manufacturing of two-wheelers, auto components and computer peripherals. They also have vibrant businesses in the distribution of heavy commercial vehicles (HCV) passenger cars, finance and insurance. 1980 is the red letter year for TVS when India's first two-seater moped rolled out. It

ushered in an era of affordable personal transportation. Globally, TVS Motor Company is the first two-wheeler manufacturer to be honoured with the hallmark of Japanese Quality - The Deming Prize for Total Quality Management


The Consumer buying behavior for bikes.  Initiated personal selling in the store & giving test ride to the customer to make aware them.

 Organizing sale around the showroom.

 To promote the new clutch less technology.


Data source – Primary Data The data is taken directly from the two wheeler rider. Instrument Used – Questionnaire The questionnaire consists of 11 questions. This questionnaire is provided by the TVS regional office based on which Customers Feedback (Primary Data) has been collected.

Sample size – 300

Sampling technique – Convenience sampling. Sampling Frame – Customer who ride two wheeler.


Mystery Customer Activity
I was attend all two wheeler showroom of Paschim Medinipore district as mystery customer to following point.  Approach of staffs of showroom to the intending customer.
 

Whether they reply to all enquiries of intending customer. Whether test drive conducted in front of all willing customer.

 Whether showroom staffs made the willing customers aware regarding availability of loan facility and help to prepare required papers  Whether official of loan granting available I made marking on the showrooms on the above points.


On the first day of attendance in showroom, I watched the activity of staffs of showroom, their approach of the public, how to carry out the work of showroom. From second day I involved myself with the staffs of showroom to convince the customers regarding utility/ benefit of JIVE model. Test drive of JIVE model performed by my self in front of customers attended showroom with intention to know about JIVE model. Offered gift coupon to the customers participated in test drive. During the period of when I attended the showroom I have also taken follow up action with customers attended the showroom, over phone to insist them to purchase JIVE model.


Number of people owning two wheelers

People owning two wheelers People not owning two wheelers

82% 18%

82% of people having won 2wheelers 18% of people do not have won 2wheelers.

Number of People Currently Using Various Brand

Hero Honda Bajaj TVS Honda Yamaha

38 % 22 % 16 % 15 % 9%

In the pie chart above, maximum people are using Hero Honda and Bajaj. The percentage of TVS users is less, so we need to maximize this overall percentage. In order to increase this percentage the overall quality of the bikes this includes price, looks and more importantly longevity.

Reasons for change of bike

Reason Mileage Looks Longevity Don’t want to change

Percentage 28% 15% 24% 33%

According to the above pie chart, the main reason for changing bikes is the mileage followed by longevity and looks. But most of the peoples are satisfied with the old bikes and don’t want to change. Company new modal bikes take care of more mileage.


Percentage of people knowing different showrooms of different brands

Hero Honda Bajaj Honda TVS Yamaha Hero Honda

23% 22% 20% 17% 15% 3%

Awareness of the brand should be increase, by doing advertisement in the locality by the dealership.


Customer brand preference

Brand Hero Honda Bajaj TVS Honda Yamaha

Customer Brand Preference 47% 20% 15% 14% 4%

According to the bar diagram above, Hero Honda has the maximum brand preference followed by Bajaj, TVS, Honda and Yamaha. We being the TVS people should provide some additional benefits to our customers in order to increase the overall brand preference percentage.


Awareness Percentage of Various TVS products

Various Brands Star Sport Star City Jive Apache Scooty Pep Plus Scooty Streak Heavy Duty (Moped)

Percentage 12% 17% 7% 19% 13% 14% 18%

According to the above chart, Apache is highest known product of TVS followed by Heavy Duty (Moped), Star City, Scooty Streak, Scooty Pep Plus and Jive. Jive is the newly launched product of TVS so it is not known by many people.


Percentage of people ridden a bike without clutch lever

Ridden bike without clutch lever Never ridden bike without clutch lever

26% 74%

From the above pie chart, we can say that not many people are aware about the new product of TVS, Jive.


Percentage of people aware about the new product of TVS i.e. “Jive”

Percentage of people aware of Jive Percentage of people not aware of Jive

23% 77%

From the above pie chart, we can say that not many people are aware about the new product of TVS, Jive.

People seen Jive’s advertisement

Seen Jive’s Advertisement Not seen Jive’s Advertisement

22% 78%

From the pie chart above, we can say that maximum people has not seen the Jive’s Advertisement.

Age group of Riders

Age group of Riders

28-38 38-48 48 & above

Percentage 24% 43% 22% 11%

From the above pie chart, we can say that not many people are aware about the new product of TVS, Jive.

Percentage of people occupation



Service Self Employed Business Others

Percentage 21% 42% 10% 25% 2%

From the pie chart above, we can say that maximum numbers of people owning bikes or going to purchase bikes are service men which are followed by business men and students.


I started promotion activities for Jive from 14th of June, 2010 which ended on 21st of June, 2010. For the promotion of Jive I on behalf of TVS put up a tent nearby roadside. I was to keep a demo Jive bike in the tent and I was provided with a salesman from one of the TVS showroom. I and the salesman invited people passing by and asked them to have a test drive with which I also explained the features of the bike. On the last I collected a feedback from those people. Company has given me the target to at least 30 test drives in a day. Company has provided a gift voucher to the people taking test drives by which they will get Rs. 500 off on buying Jive. And also for Jive promotion I had distributed pocket calendars.



I had visited 5 people, who have purchased Jive in their residents on 22nd June, 2010. I had collected their feedback on Jive. I had collected feedback from the customers on the following mentioned points. I had asked them to rank the following options:  T.MATIC AUTO CLUTCH For easy handling in traffic  Shift from 4th gear to neutral, directly  Stress free biking with ZERO KNOCKING even at low speeds  Saves time, eases your ride through traffic  Space for a water bottle and an umbrella  Lead the way with instant push-button start, in any gear From the collected feedback I had prepared a collage with the photos of the responders and it was displayed in the Medinipore Krishna Motors.



Number of customers visiting the showroom for enquiry for various bikes

Model Name Apache Star City Scooty Pep Plus Scooty Teenz Heavy Duty XL Super Jive

Number of People 26% 12% 18% 6% 20% 12% 6%

From the above bar chart, we can say that in Krishna Motors maximum people come for the enquiry of Apache and Heavy Duty whereas only 6% people came for the enquiry of Jive.


 There are only 18% of people who do not use uses two wheelers and 82% of people are using two wheelers.

Only 17% of people are aware about the TVS showroom.

 The percentage of people using TVS bikes lesser than the people using bikes of Hero Honda and Bajaj.

The main reason of changing bike is the lesser mileage of bikes and a large percentage of people don’t want to change their present bike.

 Most of the people prefer Hero Honda as their first choice for bike followed by Bajaj, TVS, Honda then Yamaha.  Maximum people are aware of Apache and Star City followed by other products like Scooty Streak and Scooty Pep Plus. There are very less number of people who are aware of the new product of TVS i.e. Jive.  Bike riders are maximum in the age group of 28-38. There is very less number of bike riders in the age group of 48 and above.

Maximum number of people owning bikes or going to purchase bikes is service men followed by business men and students.

 The maximum people in the showroom came for the enquiry of Apache, Heavy Duty and Scooty Pep Plus. The number of people enquiring for Jive is very less.


TVS is the 3rd position in bike segment so we need to concentration Marketing and Branding.

 TVS can emphasize on looks and style of the bikes as there are many people who purchase bikes on the basis of their looks and style.

High segment TVS Apache bike is success but low segment TVS is not success in this segment Hero Honda is success.

 Business man and student (18-28) is a target customer.  Find out target customers.


Flexibility: Here flexibility means, we want to say that mental & physical strength because we have to spend almost 10 hours into the store and again we have to spend 910 hours on the next day.

How to handle customers: We have learned that how to handle customers because in our showroom different types of customer were came and they had different demand, problems, questions, so we had to satisfy those customer as much as possible. Time Management: It is very important in the job sector. You have to very much punctual; you have to reach your destination at a right time. During these 2 months we had to maintain time management and we are able to do it. Experience of working in a group: Working in a group, it’s a very good experience for us and also it is very helpful for our future. When we work as a group we had to adjust with them, we had to listen all of their opinions and after the discussion then we come to a decisions.


The data I gathered from the survey helped me to understand the preference of bikes by the riders and the qualities they would like in their bikes. The data gave an idea that the promotion of TVS bikes is not up to the mark. According to the riders of TVS bikes the best things about TVS bikes is the mileage. I had done promotional activity for the new product of TVS i.e. Jive from where my learned the various techniques used for promotion. I came across many people and described about the feature of Jive which was very learning. It was a great experience when I had to interact with customers in showroom with different queries, needs and demand. Finally I would like to thanks TVS and showroom manager and showroom owner for giving us this great opportunity to learn and increase our managerial skills.


 During the survey people do not want to give answers of the questions

Questionnaire used for the survey

Q1. Do you own a two wheeler? a. Yes b. No

Q2. Which Model do you own (Brand & Model)? ………………………………………….. Q3. Please tick on the dealerships you aware of in your town? (plese mention the name of dealerships in your town) a. TVS(Krishna Motors) b. Bajaj(Amit Motors) c. Hero Honda(Palco Automobiles) d. Yamaha(Krishna Motors) e. Honda(R.K.Honda) Q4. Which all brand have you considered while purchasing your present vehicle? a. TVS b. Bajaj c. Hero Honda d. Yamaha e. Suzuki f. Honda Q5. Which of the TVS products are you aware of (please tick) a. Star Sport b. Star City c. Jive

d. Apache e. Scooty Pep Plus f. Scooty Streak g. Heavy Duty (Moped) Q6. Why have you changed your previous bike, please give reasons? a. ………………………………. b. ………………………………. c. ………………………………. d. ………………………………. Q7. Have you ever ridden a bike without a clutch lever? a. Yes b. No Q8. What is the name of the new clutch less bike offered by TVS? a. Give b. Hive c. Jive d. Life Q9. Have you seen jive’s advertisement? a. Yes b. No Personal Details Name ………………………………. Age ……………………………….

Occupation a) Student b)Service c) self Employed d) Business e) Others Age Group: a) 18-28 b) 28-38 c) 38-48 d) 48 & above


………………………………. ……………………………….



Mobile No ……………………………….


 Websites
o o o

 Books
o Business Research Methods- Donalds R Cooper and Pamela S Schindler o Marketing Management- Philip Kotler, Abraham Koshy and Mithileshwar Jha



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