Consumer Buying Behaviour

CHAPTER 1
INTRODUCTION
1.1 AN OVERVIEW OF THE STUDY
The marketing philosophy of business assumes that an organization can best serve,
prosper and attain profit by identifying and satisfying the needs of its customers. This however, is
recent thinking; various definitions of marketing have been given from different perspective,
exchanges and utility being the two important once. The current millennium has unfolded new
business rules, the most significant of them being that post or experience in a given product
markets is no indicator for future success, Market leadership cannot be taken for granted because
customer loyalty does not exist.
The customer today has a much wider choice. India is the second largest producer of the
two-wheeler in the world. The two wheeler segment contribute the largest volume all the
segments in automobile industry in India. The country stands next to china and Japan in terms of
production and sales respectively. The industry is growing at a rate of 30% annually. It consists of
three segment viz. Scooter, Motorcycle and moped. Majority of Indians, especially the youngster
prefer motorbikes rather than cars. Capturing a large share in the two wheeler industry, bikes and
scooter covers a major segment. Bikes are considered to be the favorites among the youth
generation, as they help in easy commutation, styling and mileage and has more aesthetic appeal.
It is quite evident that knowing consumer needs and desires is a road to success for the
marketer, but the question is how? It is not a simple task. At the first instance, we can feel that
whatever consumer is telling may be perceived as correct but actually he m ay not act otherwise,
they may respond to the message but may be influenced at the last moment by their friends,
family members or by other reference groups.
Consumer behavior is the study of how people buy, what they buy, when they buy and
why they buy. Consumer Behavior is the psychology behind marketing the behavior of consumers
in the marketing environment. Two major psychological disciplines come into play when
observing and trying to explain consumer behavior. The first is Cognitive Psychology which is a
study of all knowledge related behavior. The attention, perception, memoryand decision making
are the various aspects of Cognitive Psychology that play an important role in consumer behavior.
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The second psychological discipline that has theories to explain certain phenomenon of consumer
behavior is Social Psychology. It is the study of the manner in which the personality, attitude,
motivation and behavior of an individual influence and are influenced by groups.
1.1 THEORETICAL BACKGROUND

Consumer buying behavior is the sum total of consumer’s attitudes, preference intentions
and decisions regarding the consumer’s behavior in the marketplace when purchasing a product or
service.
1.2 CONSUMER BUYING BEHAVIOUR PROCESS

The purchase is only the visible part of a more complex decision process created by the
consumer for each buying decision he makes. But what happens before and after this purchase?
What are the factors influencing the choice of product purchased by the consumer? Consumer
Buying Decision process and the stages that lead a shopper to purchase a new product.
NEED RECOGNITION/PROBLEM RECOGNITION
INFORMATION SEARCH
ALTERNATIVE EVALUATION
PURCHASE DECISION
POST PURCHASSE BEHAVIOUR
Fig no: 1.2 consumer buying behavior
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1.2.2 Factors Influencing the Consumer Buying Behavior
BEHAVIOUR
INFLUENCES OF CONSUMER BEHAVIOUR
INTERNAL INFLUENCES EXTERNALINFLUENCES
Personal Psychological Cultural Factors Social Factors

Factors Factors
a) Age a) Motivation a) Culture a) Family

b) Income b) Perception b) Sub -culture b) Reference
c) Occupation c) Learning c) Social class Group
d) Life Style d) Beliefs and c) Role and
e) Personality Attitudes Status
Fig. 1.2.2.1 Factors Influencing the Consumer Buying Behavior
Cultural Factors:
Cultural Factors exert the greatest impact on buying behavior of consumer. A buyer is
always influenced by his culture, sub-culture and social class. Culture can be described from the
dawn of civilization; human beings have been looking for ways and means to better their lives.
Culture is the most fundamental determinant of a person’s wants and behavior. Culture refers to
the set of valise, ideas and attitude that are accepted by a homogeneous group of people and
transmitted to the next generation. Whereas Subcultures a member of a culture, shares most of the
core value, beliefs and behaviors of that culture. However, most individuals also belong to several
sub-cultures. Each culture consists of smaller sub culture that provides more specific several sub-
cultures. Each culture consists of smaller sub culture that provides more specific Identification
and each socialization for their members. Su culture includes nationalities, religions, racial groups
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and geographic regions. Social class determines to some extent, the types, quality and quantity of
product that person bys or uses. Social class is a basis for identifying and reaching particular good
prospects for products for products and services.
Social Factors:
It includes groups (reference groups, asp rational groups and member groups), family,
rolesand status. This explains the outside influences of others on our purchases decisions either
directly or indirectly.
Personal Factors:
It includes such variables as age and lifecycle stage, occupation, economic circumstances,
lifestyle (activities, interests, opinions and demographics), personality and self-concept. These
may explain why our preferences often change as ours. Situation’ changes.
Psychological Factors:
It affects our purchase decision include motivation (Maslow’s hierarchy of needs),
perception, learning, beliefs and attitudes
1.2.3 Types of Buying Behavior.
There are four types of buying behaviors.
1. Complex buying behavior is where the individual purchases a high value brand and seeks
a kit if information before the purchase is made.
2. Habitual buying behavior is where the individual likes to shop around and experiment
with different products. So an individual may shop around for different breakfast cereals because
he/she wants variety in the mornings!
3. Variety seeking buying behavior is where the individual may shop around for different
breakfast cereals because he/she wants variety in the mornings!
4. Dissonance reducing buying behavior is when buyers are highly involved with the
purchase of the product, because the purchase is expensive or infrequent. There is little difference
between extern existing brands an example would be buying a diamond ring, as people believe
there is little difference between diamond brands manufactures.
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1.3 STATEMENT OF THE PROBLEM
In this study, the researcher has to identify the customer buying behavior on Motor Bikes
and to study the various factors influencing the buying behavior of the consumer. The study helps
in creating a platform for the continuous positive movement of the TVS motor bike in a market
which in turn increases the buying behavior of the consumer and to suggest the suitable measure
for the progress of the company.
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1.4 OBJECTIVE OF THE STUDY
 To study the consumer buying behavior towards Rajvijay tvs showroom in Cuddalore.
 To identify the factors influencing customer decisions in Rajvijay tvs showroom.
 To find out the satisfaction level of customers towards TVS two wheeler bikes.
 To give suggestion to the company if necessary.
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1.5 SCOPE OF THE STUDY
 This study helps to know the factors influencing the expectation of the customers towards
TVS Motor Bike
 The scope of the study also covers the key factors, which influence the satisfaction of the
customers
 Customers are ever changing. They get ideas, opinions and are looking at quality for their
money. So they also suggest their opinion about the respective bike.
 The scope of consumer behaviour has been explained that how consumer behaviour
includes not only the actual buyer and his act of buying but also the various roles played
by different individuals and the influence they exert on the final purchase decisions.
 It helps to retain the existing customers and also to attract new customer
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1.6 LIMITATIONS OF STUDY
 Some of the respondents are reluctant to reveal the information
 The cooperation of the respondents is poor
 Some of the respondents are restricted to fill the questionnaire
 Customers visiting to the showroom per day are limited
 The statistical tools used for the study have their own limitation
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1.7GEOGRAPHICAL COVERAGE
The study is confined only to ‘RAJVIJAY TVS SHOWROOM’ Cuddalore. The simply size for
this study is only 100 customers irrespective of their divisional unit.
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1.8 RESEARCH METHODOLOGY
This Section deals with the research design to be used, data collection methods used, sampling
techniques to be used, field works to be carried out, analysis and interpretation to be done,
limitation in inherent in the project and finally, coverage of the research works.
RESEARCH – MEANING:
Research is an art of scientific investigation. According to Redman and Mary defines research as
a ‘systematic effort to gain knowledge’.
RESEARCH DESIGN:
Descriptive Study is a fact -finding investigation with adequate interpretation. It is the simplest
type of research. It is more specific than an exploratory study, as it has focus on particular aspects
or dimensions of the problem studied. It is designed to gather descriptive information and
provides information for formulating more sophisticated studies. Data are collected by using one
or more appropriate methods: observation, personal interview and Questionnaire.
A research design is a plan that specifies the objectives of the study, method to be adopted in the
data collection, tools in data analysis and hypothesis to be framed.
“A research design is an arrangement of condition for collection and analysis of data in a manner
that aims to combine relevance to research purpose with economy in procedure”.
SAMPLING DESIGN
Sampling may be defined as “The selection of some part of an aggregate or totality on the basis of
which a judgments or inference about the aggregate or totality is made. It is the process of
obtaining information about an entire population by examining only a part of it”.
POPULATION
The population for the study was the customers of Rajvijay TV’s showroom. The total customer’s
strength consists of infinity.
1.9 SAMPLING SIZE

This study covers 100 customers of Rajvijay TVS Showroom.
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SAMPLING PROCEDURE:
This study comes under non-probability convenient sampling. In non-probability the change of
any particular unit in the population being selected is unknown. In this method the sampling units
are chosen primarily, on the basis of my conveniences.
DATA COLLECTION
The primary data is collected through a very well defined structured questionnaire is formulated
in the lights of objectives of the study and about 100 customers were interviewed through it. The
questionnaire includes 5 points Ranking Scales.
The Secondary data is collected from the company profile, company website, books, articles, and
journals, etc.
QUESTIONNAIRE:
The questions are arranged logical sequence. The questionnaire consists of a variety of questions
presented to the employees for the response. Dichotomous questions, multiple choice questions
were used in constructing questionnaire.
1.10 TOOLS FOR ANALYSIS

For the analysis of data and its interpretation. Various tools of research were used.
 Percentage method
 Chi-square
 Weighted Average
Percentage Method:
It refers to special king of ratio. It is used to making comparisons between two or more series of
data. Percentages are used to describe relationships.
Percentage = (No. Of Respondents/Total No. of Respondents)*100
2. Chi-square test:
Chi-square is a statistical test commonly used to compare observed data with data we would
expect to obtain according to a specific hypothesis. The chi-square test is always testing that
scientists call the null hypothesis, which states that there is significant difference between the
expected and observed result.
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0−𝐸 2
𝑥 2 =∑( )
𝐸
O=the frequencies observed
E=the frequencies expected
∑= the sum of
3. Weighted Average:
An average in which each quantity to be averaged is assigned a weight. These weighting
determine the relative importance of each quantity on the average. Weighting are the equivalent
of having that many like items with the same value involved in the average.
1. Multiply each value by its weight.
2. Add up the products of value time’s weight to get the total value.
3. Add the weight themselves to get the total weight.
4. Divide the total value by the total weight
Weighted average method = ∑WX

______
∑X
Her;
XW represents the weighted average
X represents the value of variable
W represents the weight given to the variable
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CHAPTER II
REVIEW OF LITERATURE
1. Factors Impacting Consumer Buyer Behaviour

Author: DR. K. Mallikarjuna Reddy
It has been established that the consumer buying behavior is the outcome of the needs and wants
of the consumer and they purchase to satisfy these needs and wants. Although it sounds simple
and clear, these needs can be various depending on the personal factors such as age, psychology
and personality. Also there are some other external factors which are broad and beyond the
control of the consumer. A number of researches have been carried out by academics and
scholars on identifying and analyzing those factors affecting the consumers’ buying
behavior and as a result, various types of factors have been identified. These factors have
been classified into different types and categories in different ways by different authors. For
instance, wiedermann et al (2007) classified them into internal and external factor. On the other
hand, winer (2009) divided them into social, personal and psychological factors. Despite the fact
that they have been classified into different groups by different authors they are similar in scope
and purpose (Rao, 2007).
2. Factors Which Influence the Buying Behaviours of Customers with Multiple Regular
Customer Cards
Author: Dr. T. Vetrivel,
The main purpose of the study was to find out if the basic idea of issuing customer cards still
holds in a situation where a customer owns two or more of such cards. Again, the study
looked into factors which possibly influence the buying behavior. The answers to the stated
research questions were obtained through the use of quantitative questionnaires which were
handed out to customers at various schools and shopping centers. After this the research results
were examined one after the other showing how the results were connected to the theoretical
review. The items on the questionnaire which attracted the highest positive response were
considered as key factors influencing consumers’ buying behaviors. The results showed that
customers mostly buy from their retail partners. However, in the case where a customer has
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multiple retail partners, the customer mostly buy from a shop which offers quality goods with fair
prices. Other factors which are considered are proximity, convenient services among others.
3. A Study on Pre-Purchase Behavior of Two Wheeler Motoreycle Users In Nellore
District, Andhra Pradesh, India
Author: Dr. D. V. Ramana
Marketing is possible the most important activity a business can partake in. Even the most
brilliant products and services won’t survive without marketing efforts. The marketing umbrella
covers many different fields, from advertising to public relations to promotions to sales.
Marketing combines all of these fields in order to introduce product or service to potential
customers. If you’re not using the channels in the best way, your potential customers won’t know
about your product or service. India is the second largest producer of two wheelers in the
world. It stands next only to Japan in terms of number of two-wheelers produced, with the entry
of multinational players the competition in the two wheeler segment is increasing. As a result
customers are getting a wider choice of brands at different price slots and at high standards
of quality. Under this scenario this study explores individual consumer buying dynamics and
consumer buying behavior of motorcycle users and allows the marketers to gain insights into why
individuals act in certain consumption related ways and with learning what internal and external
influences compel them to act as they do. It will be helpful to producers to design and redesign
marketing strategies to influence consumption decision of buyer. The present paper is
undertaken to study the influence of pre-purchase behavioral factors of the motorcycle users and
their responses to understand the perceptions about time elapsed between conceiving of
information pursued by the customer before making the purchase. Analytical study was carried
out by using a questionnaire and the collected data were analyzed by using percentage, chi-square
tests.
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4. An Analytical Study or Consumer Behavior While Buying Motorcycle’
Author:Syed Arish Abbas
This research shows opinion of consumers, buying motives, factors of influencing consumer
behavior and their expectation with product and it’s after sales service which is provided by
company. The final observation that is made that consumer behavior is affected by a host of
variables ranging from personal, professional needs, attitudes and values, personality
characteristics, social economic and cultural back ground, age gender professional status to
social influences of carious kinds exerted a family, friends, colleagues, and society as a
whole. The combination of these factors help the consumer in decision making further
psychological factors that as individual consumer needs, motivation, perceptions, attitudes, the
learning process, personality characteristics are the similarities which operates across the
different types of people and influence their behavior. This personality sketching will help in
knowing what a customer (or a potential customer) thinks about a given brand of Motorcycle and
what are the possible factors guiding a possible purchase. Similarly, the idea of measuring the
customer satisfaction will serve the same purpose of determining the customer perception. Thus,
by measuring the’ willingness of existing users of a car to recommend it to others” will help the
car manufactures to chalk out the entire Customer Buying Behavior.
5. Consumer Buying Behavior
Author:abdulBrosekhan M.B.A.L, (Ph. D.),
In present Marketing Scenario, the Study of Consumer Behavior has become essential.
Consumers are the kings of markets. Without consumers no business organization can run. All the
activities of the business concerns end with consumers and consumer satisfaction. Customer
behavior study is based on consumer buying behavior, with the customer playing the three
distinct roles of user, payer and buyer. Consumer buying behavior has become an integral part
of strategic market planning. In orders to develop a framework for the study consumer behavior it
is helpful to begin by considering the evolution of the field of consumer research and the different
paradigms of through that have influenced the discipline. As described in this article, a set of
dimensions can be identified in the literature, which can be used to characterize and differentiate
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the carious perspectives on consumer research. It is argued that consumer behavior itself emerged
as a distinct field of study during the 1960: and is characterized by two broad paradigms, the
positivist and the non-positivist.
6. Factors which Influence the Buying Behavioursof Customers with Multiple Regular
Customer Cards
Author: George Asamoah
The main purpose of the study was to find out if the basic ides of issuing customer cards still
holds in a situation where a customer owns two or more of such cards. Again, the study looked
into factors which possible influence the buying behavior. The answers to the stated research
questions were obtained through the use of quantitative questionnaires which were handed out to
customers at various schools and shopping centers. A after this the research results were
examined one after the other showing how the results were connected to the theoretical review.
The items on the questionnaire which attracted the highest positive response were costumers
mostly buy from their retail partners. However, in the case where a customer has multiple retail
partners, the customer mostly buy from a shop which offers quality goods with fair prices.
Other factors which are considered are proximity, convenient services among others.
7. A Study on consumer Behavior of Automobile Products with special Reference to

Two- Wheeler in Tirunelveli City, Tamil Nadu, India
Author: M. Sathish, A. Pughazhendi
The study is being carried out to understand the customer behavior of automobile products two
wheeler. The objective of the study is to find out the consumer behavior of automobile
products in terms of their buying decisions motives in the two wheeler segment (2) Study the
most preferred two wheeler in terms of technology and price. (3) Study the most desirable two
wheeler brand with respect to mileage and fuel consumption. (4) Determine consumer’s
preferences in terms of aesthetic value addition (inner value) in two wheeler segment. (5) Study
consumer awareness in the rage of available products. (6) Study the utility aspect of two-wheeler
segment in consumer’s points of view. 70 respondents have been asked to fill in a questionnaire.
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The study has been done Non-Probably convenient sampling method. ?Itws found that consumer
prefer two-wheeler because of its utility, easy handling in the heavy rough traffic.
8. A Customer Satisfaction towards Honda Two Wheelers: A Case Study in Tirupati

Author: Dr. DugganiYuvataju(PDF-Scholar) and prof. S. Durga Rao
Customer satisfaction is a feeling of pleasure or disappointment resulting from comparing a

products perceived performance or outcome in relation to his or her expectations. In this
paper we found that 60% of respondents to know the advertisement of Honda Bike through
media, 90 percent of the respondents were completely satisfied with the mileage and performance
of the bike, 73% of respondents are satisfied with pick-up of the Honda Bike, 56% of the
respondents are attract the quality of the service to choose this bike,50% of the respondents are
satisfied with the design of the bike, 54% of the respondents considered the price of the Honda,
60% of the respondents felt the explanation to be ‘excellent”. According to the chi-square test
find that there is significance difference between the preferable factors like mileage, pickup, price
and design.
9. Consumer Buying Behavior in Indian Motorcycle Industry

We studied motorcycle market in India and its growth. Major players in Indian motorcycle market
were studied to find market leaders and four dealers of different brands were selected for
dealer survey. Primary as well as Secondary data was collected to know consumer preferences
while making purchase decisions. We studied all possible factors that influence purchase
decision and consumer behavior. Then a questionnaire was made for consumer. A consumer
survey of sample size 150 was done to study consumers’ response to major factors that affect
decision making in market. A dealer survey was also conducted to know the consumer
preferences from dealers ‘perspective. A dealer survey was also conducted to know the consumer
preferences from dealers ‘perspective. A dealer questionnaire was also prepared and a dealer
survey of four dealers was done.
10. Factors Related to Consumer Behavior on Luxury Goods Purchasing in China

Author: Jinfeng Wang
This research is designed to study factors related to consumer behavior on luxury goods
purchasing in China. And four research hypotheses are proposed in this research. Based on 446
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samples, this study explores the factors such like demographic, motivation, cultural factor
and brand equality affect consumer behavior on luxury goods in China. The purpose of this
study is to analyze consumer behavior on luxury goods in and determine the factors that affect
luxury consumption. The study focuses on motivation, cultural factor and brand equity of Chinese
luxury consumer. Quantitative research method via questionnaire by hard copies, chose an
investigation website to make an formal questionnaire through online channel, and use wee hat
scanned the questionnaire QR code by mobile phone. The results show that Chinese consumer is
motivated to purchase luxury goods by interpersonal effects that the way influence
consumer is perceived by other, and purchase luxury goods by interpersonal effects that the
way influence consumer is perceived by others, and purchase luxury goods for personal effect that
consumer individual preference oriented and free of external interference. Face saving, gifting,
and social status are the highlight in Chinese culture. Also the reference group influence people
when they make a decision and fit friends circle. The results also show that brand equity may
affect Chinese consumer behavior on luxury good.
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CHAPTER III
CONCEPTUAL FRAME WORK OF THE INDUSTRY
3.1 INDUSTRY PROFILE
One of the fastest growing industries in the world is automobile industry. This automobile
industries even has its influence on the Indian market. Probably automobile industries occupy a
large market share in the worlds market as well as in the Indian market. Nearly 18% of the total
national income is being incurred from the automobile industry. From this we can estimate how
important the automobile industry in the improvement of GDP of a country is. In India
automobile industry has a growth rate is at the average of 10-12%.
Fig no: 3.1 automotive tops IC market growth rate
Indian Automobile Industry
The first car ran on India’s roads in 1897. Mahindra & Mahindra was established by two broths as
a trading company in 1945, and began assembly of Jeep CJ _3A utility vehicles under. After 1970
the automotive industry started to grow, but the growth was mainly driven by tractors,
commercial vehicles and scooters. In 1991 lot of change in the automobile industry. A number of
foreign firms initiated joint ventures with Indian companies
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The Indian automobile sector can be divided into several segments: 2 & 3 wheelers,
Passenger cars, Commercial vehicles (Heavy CVs/ Medium CVs/Light CVs), Utility vehicles
(UVs) and Tractors. Agricultural tractors and Earth Moving Machinery is an associated sector,
which keeps the wheels of the agrarian economy sector and plays a significant role in India.
The automotive Industry in India is now working in terms of the dynamics of an open
market. Many joint ventures have been set up in India with foreign collaboration, both technical
and financial with leading global manufactures. Also a very large number of joint ventures have
been set up in the auto-components sector and the pace is expected to pick up even further. The
Industry is characterized by a very high percentage (75%) of production in the 2/3 wheelers
sector. India ranks as the largest manufacture of motorcycle and second largest in manufacturing
of scooters in the world.
India today is also the second largest manufacture of tractors, as well. The industry has
intense forward and backward integration. The joint venture list indicates a wide variation ranging
from 10% to 100%. The equity participation is not regulated by Government but is market driven.
It depends upon the market perceptions of the hintventure partners and their business perceptions
primarily in terms of technological, financial and market strengths of the partners. The setting up
of joint ventures has also led to enhanced capacity creation in the vehicles sector, particularly in
the passenger car sector and the additional capacity is expected to mount by one million passenger
cars in the next 4-5 years.
The large volumes of investment including foreign direct investment in the automobile
manufacturing ventures and technical collaboration are propelling a quantum jump in up
gradation of technology. Domestic demand for passenger cars and multi utility vehicles is
projected at 800,000 cars by 2004 A.D. With increased production and capacity creation in the
passenger car sector, foreign countries may use India as an export hub. This tremendous growth is
likewise triggering growth of the auto-component segment.
In India, the vehicle population, currently at sixty million, is growing at a rate of more
than 9% per annum. Of this,63% are two/three wheelers. Growth rate has been very high for
passenger cars and 2/3 wheeler vehicles.
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Rank wise largest automobile manufactures in India by sales
 Maruti Suzuki
 Hyundai
 TATA Motors
 Mahindra & Mahindra
 GM Chevrolet
 Honda
 HSD
 Ford
 Fiat motors
3.2 COMPANY PROFILE
TVS Motor is the third largest two- wheeler manufacture in India and ranks among the top ten in
the world. It is the first company in the world to be honored with the Deming prize for Total
Quality Management. The TVS group was established in 1911 by Sri T.V. SundaramIyengar.
TVS group commands a strong presence in manufacturing of two-wheelers, auto components and
computer peripherals. TVS Motor Company’s first launch was 50cc Moped TVS 50 in August
1980. It is the first Indian company to introduce 100c Indo –Japanese Motorcycles in India in
1984.
Today TVS is a well-known brand in the field of Bike manufacturing. The Manufacturing
unit of TVS motor id located at Hosur and Mysore.At present TVS Apache, TVS Victor, TVS
Scotty, TVSCentra and TVS Fiero are the popular Bikes in Indian Market.These products are
developed domestically via technical collaboration with globally renowned partners. Regardless
of market conditions and Business environment dynamics.TVS Motor releases six to ten new
products annually to address the broad based requirements of Indian market. It is the flagship
company of the $4 Billion TVS Group.TVS Motor strives for manufacturing excellence and
innovation in research and development (R & D).
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3.2.1 DIVIDIONS OF TVS GROUP
TV SUNDARAM IYENGARand SONSLimitedisthe presentand holding company of the TVS

Group. TV SundaramIyengar and Sons limited has the following three divisions:
 TVS and Sons

 Sundaram Motors
 Madras Auto Services
1. TVS and Sons
TVS and SONS is the largest automobile distribution company in India.It distributes
heavy duty commercial vehicles,Jeep,Car.
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 solutions
providers and has setup of the warehouse all over the country.TVS and Sons has also diversified
inti distributing a range of Garage equipments.
2. Sundaram Motors
Sundaram Motors distributes Heavy Duty Commercial vehicles,Cars, and Auto spare parts
for several leading manufactures. The Company is also the Dealer for Ashok Leyland, Honda,
Fait, Ford and Mercedes Benz.
3. Madras Auto Services
Madras Auto Services distributes automotive spare parts for all leading manufacturers.
3.2.2 FEATURES OF TVS
1. Kick starter with built safety devices
The TVS is equipped with an electronic starter for quick starting however it wicks only when
either of the brakes is applied. This is as safety. Besides the Kick Starter is also provided.
2. Electronic Ignition
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A maintenance free ignition system facilities proper working of the engine at all time, resulting in
 Quick Starting
 Optimum free consumption
 Lower air pollution
3. Fuel consumption:
TVS gives 60kms per liter under standardizes driving conditions.
Strong Steel Body:
All External parts of the body are made of steel .These parts cover the engine and the
transmission which is centrally mounted on a strong tubular frame.
Brake Light:
An added safety feature is powerful brake light connected to both the front and rear brakes.
Automatic Fuel Cock
As soon as engine starts the fuel cook automatically opens. It closed immediately when the
engine stop and prevents the carburetor from over flooding and also reduces petrol wastage. A
fuel gauge is on the instrument panel indicates the fuel quantity in the tank and saves a rider from
the trouble of guessing the petrol quantity
Auto - Chock
The carburetor is equipped with an auto-bi-starter(chock) which does that have to be operated
manually. The chock depends on the engine and atmospheric temperatures for starting both the
petrol and air mixture are controlled during this operation. There is no difficulty to start the
vehicle during winter season
Seat
A dual seat encompassing molded latex from rubber provides for additional comfort. Because it is
molded, it does not go out of shape. As it eliminates springs, the spring losing tension and other
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allied problems are avoided. The seat is lockable and locks the fuel and oil tanks making them
pilfer proof
3.2.3 ACHIEVEMENTS OF TVS MOTOR COMPANY
 TVS Motor Company records 28% growth in Motorcycles

 TVS Motor Company report turnover of Rs. 939.62 crores record 26% growth
 TVS Motor Company sales up by 23%
 TVS Bikes sales up by 53%
3.2.4 PRESENT CONDITIONS OF THE COMPANY
 Largest and automotive components group in India

 Diversified into customer durable, computer peripherals and two-wheelers
 Joint venture with world leaders
 Largest automotive components manufacturer group of India
 Sales turnover of Rs. 75,000 corers
3.2.5 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
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3.2.6 TVS MOTOR COMPANY- VISION
TVS Motor will be responsible 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/
3.2.7 OTHER MAJOR COMPANIES
1. TVS Motor Company Limited

2. TVS Electronics Limited Axles India Limited
3. Brakes India Limited
4. Sundaram Polymers Division
5. Harita Finance Limited
6. India Motor parts and Accessories Limited
7. India Nippon Elrvtricals Limited
8. IRIZAR TVS(P) Limited
9. Lakshmi Auto Componrnts Limited
10. Lucas Indian Service
11. Sundaram Brake Linings Limited
12. Sundaram Clayton Limited
3.2.8 TVS TWO WHEELER MODELS
 TVS-50
 Centra
 Apache
 Fiero FX
 Max 100
 Fiero F2
 Scooty
 Scooty Pep
 Spectra
25
 Star Sports
 Star City
 Star DLX
 Suzuki Fiero
 Victor
 Victor GLX
 XL Super
 Teenz., etc
 Teenz., etc
26
3.2.9 COMPANY PROFILE OF THE RAJVIJAY TVS SHOWROOM
SHOWROOM PROFILE
Showroom Name RAJVIJAY TVS AGENCIES
Type TVS Motorcycle Dealers
Founder VIJAY
Year of Commencement 2010
Imperial Road Chellangkuppam Cuddalore
Address
Tamil Nadu - 607003
Number of Employees 15
Table no: 3.2.9 profile of Rajvijay TVS company
27
CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
TABLE NO.4.1
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
Age No. of Respondents Percentage (%)

Below 25 29 29
25-35 37 37
35-45 30 30
Above 45 4 4
Total 100 100
Source: Primary data
CHART. NO. 4.1

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
40
35
30
r 25
e 20
s
15
p
%
o 10
n 5
o
d
f 0
e
below 25 25-35 35-45 above 45
n
t
s AGE
INFERENCE:
From the above table it is inferred that 37% of the respondents belong to age group of 25-
35, 30 % of the respondents belong to 35-45, 29% belong to below 25 and 4% of them belong to
above 45.
28
TABLE NO. 4.2
CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF GENDER
Gender No. of Respondents Percentage(%)

Male 74 74
Female 26 46
Total 100 100
CHART NO. 4.2
CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF GENDER
r 80
e 70
s 60
p
50
% o
n 40
o d 30
f e
20
n
t 10
s 0
Male Female
GENDER
INTERENCE
From the above table it is inferred that 74% of respondents are male and 26% of them are
female respondents.
29
TABLE NO. 4.3
CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF INCOME
Income No. of Respondents Percentage(%)

Others 27 27
Below 15000 5 5
15001-25000 39 39
25001-35000 26 26
Above 35000 3 3
Total 100 100
CHART. NO. 4.3
CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF INCOME
45
r 40
e 35
s
30
p
o 25
%
n 20
o d
15
f e
n 10
t 5
s
0
Others Below 15000 15001-2500025001-35000Above 35000
INCOME
INCOME
INFERENCE
From the above table it is inferred that 39% of the respondents have income above 15001-
25000, 26% of the respondents have income about 25001-35000, 5% of the respondents have
below 15000 and 3% of them have above 35000.
30
TABLE NO. 4.4
CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF QUALIFICATION
Qualification NO. of Respondents Percentage (%)

DIPLOMA/ITI 14 14
UG 27 27
PG 4 4
PROFESSIONAL 16 16
OTHERS 39 39
Total 100 100
Sources: Primary data
CHART. NO. 4.4
CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF QUALIFICATION
45
r 40
e
s 35
p 30
% o 25
n
20
o d
f e 15
n 10
t
5
s
0
QUALIFICATION
INFERENECE:
From the above table it is inferred that 39% of the respondents are chosed their
qualification as other, 27% of them are UG, 16% of them are professionals, 14% of them are
diploma holders and 4% of the respondents are PG.
31
TABLE NO. 4.5
CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF OCCUPATION
Occupation No. of Respondents Percentage (%)

Government Employee 25 25
Self-Employee 19 19
Private Employee 28 28
Student 20 20
Others 8 8
Total 100 100
CHART NO.4.5
CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF OCCUPATION
30
r
e 25
s
p 20
o
% 15
n
d
o 10
e
f
n
5
t
s 0
Government Self-Employee Private Student Others
Employee Employee
OCCUPATION
EC)
INFERENCE
From the above table it is inferred that 28% of the respondents are private employees,25%
of them are government employees, 20% of the respondents are students,19%ofthemare self
employee and 8% of them are others.
32
TABLE NO. 4.6
BIKE MODEL OWNED BY THE RESPONDENTS
Bike Model No. of Respondents Percentage (%)

TVS XL 14 14
STAR SPORT 6 6
SCOOT ZEST 6 6
SCOOTY PEP PLUS 9 9
SCOOTY STAREAK 27 27
JUPITER 24 24
APACHE RTR 160 14 14
Total 100 100
CHART NO. 4.6
BIKE MODEL OWNED BY THE RESPONDENTS
30
r
e 25
s
p 20
o
% 15
n
d
o 10
e
f
n
5
t
s 0
TVS XL STAR SCOOTY SCOOTY SCOOTY JUPITER APACHE
SPORT ZEST PEP PLUS STREAK RTR 160
BIKE MODEL
EC)
INFERENCE
From the above table it is inferred that 27% of the respondents prefer scooty streaks, 24%
of them prefer Jupiter, 14% of them prefer apache RTR 160 and TVS XL, 9% of them prefer
scooty pep plus and 6% of them prefer star sport and scooty zest.
33
TABLE NO. 4.7
SOURCES OF INFORMATION
Sources No. of Respondents Percentage (%)

TV 1 1
PRIENTED AD 22 22
POSTER 8 8
FRIENDS AND FAMILY 58 58
OTHERS 11 11
Total 100 100
CHART NO. 4.7
SOURCES OF INFORMATION
70
r
60
e
s 50
p
o 40
%
n
d 30
o
e
f 20
n
t 10
s
0
TV PRIENTED AD POSTER FRIENDS AND OTHERS
FAMILY
SOURCES
EC)
INFERENCE:
From the above table it is inferred that 58% of the respondent source is through family and
friends, 22% of them source is through printed advertisement, 8% of them came to know through
posters. 11%ofrespondents through others and 1% of the respondents through TV.
34
TABLE NO. 4.8
PREFERENCE OF THE RESPONDENTS
Options No. of Respondents Percentage (%)

BIKES 42 42
SCOOTIES 58 58
Total 100 100
CHART NO.4.8
70
60
r
e 50
s
p 40
o
% 30
n
d
o 20
e
f
n 10
t
s 0
BIKES CategoSCOOTIES
TYPE OF RESPONDENTS TWO
WHEELER EC)
INFERENCE
From the above table it is inferred that 58% of the respondents prefer scooties and 42%
of them prefer bikes.
35
TABLE NO. 4.9
PURCHASE TIME OF THE RESPONDENTS
Purchase time No. of Respondents Percentage(%)

Festival 16 16
Exchange Offer 19 19
Discount 49 49
Normal 6 6
New Arrival 9 9
Others 1 1
Total 100 100
CHART NO. 4.9
PURCHASE TIME OF THE RESPONDENTS
60
r 50
e
s 40
p
% o 30
n
o d 20
f e
n 10
t
s 0
Festival Exchange Discount Normal New Arrival Others
Offer
PURCHASE TIME

EC)
INFERENCE:
From the above table it is inferred that 49% of the respondents does purchase bike during
discount sale,19% of the respondents purchase during the time of exchange offer, 16% of them
purchase during festival times, 9% of them purchase during new arrivals. And 6% of the
respondents purchase normal time.
36
TABLE NO. 4.10
FEELING OF THE RESPONDENT WHILE DRIVING THE TVS MOTOR BIKE

Excited 24 24
Enjoy 29 29
Playful 26 26
Pleasure 21 21
Total 100 100
CHART NO. 4.10
FEELING OF THE RESPONDENT WHILE DREVING THE TVS MOTOR BIKE
35
r 30
e
s 25
p
o 20
%
n
d 15
o
f e
10
n
t
5
s
0
Excited Enjoy Playful Pleasure
DRIVING FEELING
EC)
INFERENCE
From the above table it is inferred that 29% of them felt enjoying while riding the
bike, 21% of them felt pleasure, 24% of the respondents felt excited and 26% of them felt playful.
37
TABLE NO. 4.11
RESPONDENTS SATISFACTION LEVEL REGARDING THE PRICE OF THE BIKE

Highly Satisfied 56 56
Satisfied 26 26
Neutral 14 14
Dissatisfied 4 4
Total 100 100
CHART NO.4.11
RESPONDENTS SATISFACTION LEVEL REGARDING THE PRICE OF THE BIKE
60
r
50
e
s
40
p
o
% n 30
d
o e 20
f n
t 10
s
0
Highly Satisfied Satisfied Neutral Dissatisfied
PRICE
EC)
INFERENCE:
From the above table it is inferred that 56% of the respondents are highly satisfied with
the price, 26% of them are satisfied, 14% of them are neither satisfied nor dissatisfied and 4% of
the respondents are dissatisfied.
38
TABLE NO. 4.12
RESPONDENTS SATISFACTION LEVEL REGARDING THE BRAND NAME OF THE

BIKE

Satisfied 65 65
Neutral 18 18
Dissatisfied 4 4
Total 100 100
CHART NO. 4.12
RESPONDENTS SATISAFACTION LEVEL REGARDING THE BRAND NAME OF

THE BIKE
70
r
e 60
s 50
p
% o 40
n
30
o d
f e 20
n
t 10
s
0
BRAND NAME
Source: Primary data EC)

INFERENCE
From the above table it is inferred that 65% of the respondents are satisfied with the brand,
13% of the respondents are highly satisfied, 18% of them are neither satisfied nor dissatisfied and
4% of them are dissatisfied.
39
TABLE NO. 4.13
RESPONDENTS SATISFACTION LEVEL REGARDING THE DESIGN AND WEIGHT

OF THE BIKE

High Satisfied 30 30
Satisfied 45 45
Neutral 18 18
Dissatisfied 7 7
Total 100 100
CHART NO. 4.13
RESPONDENTS SATISFACTION LEVEL REGARDING THE DESIGN AND WEIGHT

OF THE BIKE
50
r 45
e
40
s
p 35
% o 30
n 25
o d
20
f e
15
n
t 10
s 5
0
DESIGN AND WEIGHT
INFERENCE
From the above table it is inferred that 45% of the respondents are satisfied with the
design and weight of the bike, 30% of the respondents are highly satisfied, 18% of them are
neither satisfied nor dissatisfied and 7% of them are dissatisfied.
40
TABLE NO.4.14
RESPONDENTS SATISFACTION LEVEL REGARDING THE TECH ICAL ASPECT

Satisfied 25 25
Neutral 29 29
Dissatisfied 24 24
Total 100 100
Source: primary data
CHART NO. 4.14
RESPONDENTS SATISFACTION LEVEL REGARDEING THE TECHNICAL ASPECT

OF THE BIKE
35
r 30
e
s 25
p
% o 20
n
15
o d
f e 10
n
t 5
s
0
High Satisfied Satisfied Neutral Dissatisfied
TECHNICAL ASPECT
INFERENCE:
From the above table it is inferred that 29% of the respondents are neither satisfied
nor dissatisfied with the technical aspect,25% of them are satisfied,24% of the respondents are
dissatisfied and 22% of the respondents are highly satisfied.
41
TABLE NO. 4.15
RESPONDENTS SATISFACTION LEVEL REGARDING THE AFTER SALE SERVICE

OF THE BIKE

Satisfied 39 39
Neutral 33 33
Dissatisfied 6 6
Highly Dissatisfied 3 3
Total 100 100
CHART NO. 4.15
RESPONDENTS SATISFACTION LEVEL REGARDING THE AFTER SALE SERVICE

OF THE BIKE
45
r 40
e
35
s
p 30
o 25
%
n 20
d
o 15
e
f 10
n
t 5
s 0
Highly Satisfied Satisfied Neutral Dissatisfied Highly
AFTER SALE Dissatisfied
SERVICE
Source: Primary data EC)
INFERENCE:
From the above table it is inferred that 39% of the respondents are satisfied with the after
sale service, 33% of them are neither satisfied nor dissatisfied, 19% of the respondents are highly
satisfied with the after sales service, 6% of them are dissatisfied and 3% of them are highly
dissatisfied.
42
TABLE NO. 4.16
RESPONDENTS SATISFACTION LEVEL REGARDING TECHNOLOGY OF THE

BIKE

Satisfied 63 63
Neutral 12 12
Dissatisfied 5 5
Total 100 100
CHART NO. 4.16
RESPONDENTS SATISFACTION LEVEL REGARDING TECHNOLOGY OF THE

BIKE
70
60
r
e 50
s
p 40
% o
n 30
o d
f e 20
n
t 10
s
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied
TECHNOLOGY
EC)
INFERENCE:
From the above table it is inferred that 63% of the respondents are satisfied with the
technology, 20% of them are highly satisfied, 12% of them are neither satisfied nor dissatisfied
and 5% of the respondents are dissatisfied.
43
TABLE NO. 4.17
RESPONDENTS SATISFACTION LEVEL REGARDING POPULARITY OF THE BIKE

Satisfied 16 16
Neutral 19 19
Dissatisfied 1 1
Total 100 100
CHART NO.4.17
RESPONDENTS SATISFACTION LEVEL REGARDING POPULARITY OF THE BIKE
70
r
60
e
s 50
p
40
% o
n 30
o d
20
f e
n 10
t
0
s Highly Satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied
POPULARITY
INFERENCE:
From the above it is inferred that 64% of the respondents are highly satisfied with the
popularity, 19% of them are neither satisfied nor dissatisfied, 16% of them are satisfied with the
popularity and 1% of the respondents are dissatisfied.
44
TABLE NO. 4.18
INFLUENCE OF PRICE ON THE RESPONDENTS

Highly Influenced 46 46
Influenced 46 46
Neutral 7 7
Uninfluenced 1 1
Highly influenced 0 0
Total 100 100
CHART NO. 4.18
INFLUENCE OF PRICE ON THE RESPONDENTS
50
45
r 40
e 35
s
30
p
% o 25
n 20
o d
f e 15
n 10
t
5
s
0
Highly Satisfied Influenced Neutral Uninfluenced Highly
influenced
PRICE
INFERENCE:
From the above table it is inferred that 46% of the respondents are influence by the price,
46% of them are highly influenced, 7% of them are neither influenced nor uninfluenced and 1%
of them are uninfluenced.
45
TABLE NO. 4.19
INFLUENCE OF BRAND NAME ON THE RESPONDENTS

Influenced 71 71
Neutral 1 1
Uninfluenced 1 1
Total 100 100
CHART NO. 4.19
INFLUENCE OF BRAND NAME ON THE RESPONDENTS
80
70
r
e 60
s
p 50
o
% 40
n
d
o 30
e
f
n 20
t
s 10
0
Highly Satisfied Influenced Neutral Uninfluenced Highly influenced
BRAND
INFERENCE:
From the above table it is inferred that 71% of the respondents are influenced by
uninfluenced and 1% of them are neither influenced nor uninfluenced.
46
TABLE NO. 4.20
INFLUENCE OF DESIGN AND WEIGHT ON THE RESPONDENTS

Influenced 63 63
Neutral 4 4
Uninfluenced 18 18
Total 100 100
CHART NO. 4.20
INFLUENCE OF DESIGN AND WEIGHT ON THE RESPONDENTS
70
60
r
e 50
s
40
p
% o 30
n
o d 20
f e
10
n
t 0
s Highly Influenced Neutral Uninfluenced Highly
Influenced influenced
DESIGN AND WEIGHT
Source: primary data
INFERENCE:
From the above table it is inferred that 63% of the respondents are influenced by the
design and weight, 18% of them are uninfluenced, 15% of them are highly influenced and 4% of
them are neither influenced nor uninfluenced.
47
TABLE NO. 4.21
INFLUENCE OF TECHNICAL ASPECTS ON THE RESPONDENTS

Influenced 42 42
Neutral 18 18
Uninfluenced 27 27
Highly Uninfluenced 4 4
Total 100 100
CHART NO. 4.21
INFLUENCE OF TECHNICAL ASPECTS ON THE RESPINDENTS
45
40
r 35
e 30
s
25
p
o 20
%
n 15
d 10
o
e
f 5
n
t 0
Influenced Influenced
TECHNICAL
ASPECT
INFERENCE:
technical aspect, 27% of them are uninfluenced, 18% of them are neither influenced nor
uninfluenced, 4% of them are highly uninfluenced and 9% of them are highly influenced
48
TABLE NO. 4.22
INFLUENCE OF AFTER SALES SERVICE ON THE RESPONDENTS

Influenced 37 37
Neutral 31 31
Uninfluenced 15 15
Total 100 100
CHART NO. 4.22
INFLUENCE OF AFTER SALES SERVICE ON THE RESPONDENTS
40
35
r 30
e 25
s
p 20
% o 15
n
o d 10
f e 5
n
t 0
HIGHLY Influenced Neutral Uninfluenced HIGHLY
s Influenced Uninfluenced
AFTER
SALE SERVICE
Source: Primary EC)
INFERENCE:
after sales service, 31% of them are neither influenced nor uninfluenced, 15% of them are highly
influenced, 14% of them are highly influenced and 3% of the respondents are highly influenced.
49
TABLE NO. 4.23
INFLUENCE OF TECHNOLOGY ON THE RESPONDENTS

Influenced 45 45
Neutral 23 23
Uninfluenced 9 9
Total 100 100
CHART NO. 4.23
INFLUENCE OF TECHNOLOGY ON THE RESPONDENTS
50
45
r 40
e 35
s 30
p
25
o
% 20
n
d 15
o 10
e
f
n 5
t 0
Influenced Uninfluenced
TECHNOLOGY
EC)
Source: Primary
INFERENCE:
technology, 23% of them are neither influenced nor uninfluenced, 17% of them are highly
influenced by the technology, 9% of them are uninfluenced by the technology and 6% of them are
highly uninfluenced.
50
TABLE NO. 4.24
INFLUENCE OF POPULARITY ON THE RESPONDENTS

Influenced 31 31
Neutral 11 11
Uninfluenced 3 3
Highly Uninfluenced 5 5
Total 100 100
CHART NO. 4.24
INFLUENCE OF POPULARITY ON THE RESPONDENTS
60
50
r
e
40
s
p 30
o
%
n 20
d
o
e 10
f
n
t 0
Highly Influenced Neutral Uninfluenced Highly
s
Influenced Uninfluenced
POPULARITY
Source: Primary
INFERENCE:
From the above table it is inferred that 50% of the respondents are highly influenced by
the popularity, 31% of them are influenced, 3% of them are uninfluenced and 4% of them are
highly uninfluenced.
51
TABLE NO. 4.25
FACTORS INFLIENCING RESPONDENTS
Criteria No. of Respondents Percentage (%)

Product Variety 3 3
Price 24 24
Product Quality 18 18
Vocation 3 3
Environment 7 7
Self Service 9 9
Promotion 1 1
Brand Loyalty 16 16
Others 19 19
Total 100 100
CHART NO. 4.25

FACTORS INFLUENCING RESPONDENTS
30
r 25
e 20
s
15
p
o 10
%
n
5
d
o
e 0
f
n
t
s
CRITERIA
EC)
INFERENCE:
From the above table it is inferred that 24% of the respondents says price is the important
criteria, 18% says product quality, 3% says product variety,3% says vocation, 7% says
environment, 9% says self-service, 1% says promotion, 16% says brand loyalty, 19% says others
52
TABLE NO. 4.26
CONSUMER OPINION ON PRODUCT RANGE AT RAJVIJAY TVS SHOWROOM
Opinion No. of Respondents Percentage (%)

Excellent 6 6
Good 42 42
Fair 49 49
Poor 3 3
Total 100 100
CHART NO. 4.26
CONSUMER OPINION ON PRODUCT RANGE AT RAJVIJAY TVS SHOWROOM
60
r 50
e
s 40
p
o 30
% n
o d 20
f e
n 10
t
s
0
Excellent Good Fair Poor
PRODUCT RANGE
EC)
Source: Primary
INFERENCE:
From the above table it is inferred that 49% of the respondents feels that product range is
fair, 42% of them feel its good and 6% of them feel it is excellence
53
TABLE NO. 4.27
CONSUMER OPINION ON OFFER OF RAJVIJAY TVS SHOWROOM

Excellent 13 13
Good 65 65
Fair 22 22
Total 100 100
CHART NO. 4.27
CONSUMER OPINION ON OFFER OF RAJVIJAY TVS SHOWROOM
70
60
r
e 50
s
40
p
o 30
% n
o d 20
f e
n 10
t
0
s Excellent Good Fair
OFFER
Source: Primary Data
INFERENCE:
From the above table it is inferred that 50% of the respondents feel the offer is good,
22% of them feel it is fair and 13% of them feel it is excellent.
54
TABLE NO. 4.28
CONSUMER OPINION ON AFTER SALE SERVICE OF RAJVIJAY TVS SHOWROOM

Excellent 14 14
Good 32 32
Fair 7 7
Average 26 26
Poor 21 21
Total 100 100
CHART NO. 4.28

CONSUMER OPINION ON AFTER SALE SERVICE OF RAJVIJAY TVS SHOWROOM
35
r 30
e
s 25
p 20
o
% n 15
o d 10
f e
n 5
t 0
s Excellent Good Fair Average Poor
AFTER SALE SERVICES
EC)
INFERENCE:
From the above table it is inferred that 32% of the respondents says that after sales service
is good, 26% of them says it is average, 21% of them says it is poor, 14% of them says that it is
excellent and 7% of them says it is fair.
55
TABLE NO. 4.29
CONSUMER OPINION ON PROBLEM RECTIFICATION IN RAJVIJAY TVS
SHOWROOM

Excellent 10 10
Good 30 30
Fair 25 25
Average 8 8
Poor 27 27
Total 100 100
CHART NO. 4.29

CONSUMER OPINION ON PROBLEM RECTIFICATION IN RAJVIJAY TVS
SHOWROOM
35
r 30
e 25
s
p 20
o
15
% n
o d 10
f e
n 5
t 0
s Excellent Good Fair Average Poor
PROBLEM
RECTIFICATION
Source: Primary Data EC)
INFERENCE:
From the above table it is inferred that 30% of the respondents says problem rectification
in the showroom is good, 27% says poor, 25% says fair, 10% says excellent and 8% says average.
56
TABLE NO. 4.30
CONSUMER OPINION ON ADDITIONAL SERVICE OF RAJVIJAY TVS SHOWROOM

Excellent 10 10
Good 30 30
Fair 25 25
Average 8 8
Poor 27 27
Total 100 100
CHART NO. 4.30

CONSUMER OPINION ON ADDITIONAL SERVICE OF RAJVIJAY TVS SHOWROOM
50
45
r 40
e 35
s
30
p
o 25
% n 20
o d 15
f e 10
n
5
t
s 0
Excellent Good Fair Average Poor
ADDITIONAL SERVICES
EC)
INFERENCE:
From the above table it is inferred that 20% of the respondents says additional service
in the showroom is excellence, 14% says good, 16% says fair, 43% says average and 7% says
poor.
57
TABLE NO. 4.31
CONSUMER OPINION ON STAFF TECHNICAL KNOWLEDGE

Excellent 11 11
Good 39 39
Fair 19 19
Average 17 17
Poor 14 14
Total 100 100
CHART NO. 4.30

CONSUMER OPINION ON STAFF TECHNICAL KNOWLEDGE
45
40
r 35
e 30
s
p 25
o
20
% n
o d 15
f e
10
n
t 5
s
0
TECHNICAL KNOWLEDGE
EC)
INFERENCE:
From the above table it is inferred that 20% of the respondents says problem
rectification in the showroom is excellence, 50% says good, 15% says fair, 8% says average, 7%
says poor.
58
TABLE NO. 4.32
CONSUMER OPINION ON STAFF COMMUNICATION

Excellent 20 20
Good 32 32
Fair 19 19
Average 22 22
Poor 7 7
Total 100 100
CHART NO. 4.32

CONSUMER OPINION ON STAFF COMMUNICATION
35
30
r
e 25
s
p 20
o
15
% n
o d 10
f e
n 5
t
s 0
STAFF COMMUNICATION
EC)
INFERENCE:
From the above table it is inferred that 20% respondents says staff communication in
Rajvijay Tvs is excellence, 32% says good, 19% says fair, 222% says average and 7% says poor.
59
TABLE NO. 4.33
CONSUMER OPINION ABOUT RECOMMENDING THIS SHOWROOM TO THEIR
FRIENDS AND RELATIVES

Yes 74 74
No 26 26
Total 100 100
TABLE NO. 4.33

CONSUMER OPINION ABOUT RECOMMENDING THIS SHOWROOM TO THEIR
80
r 70
e
s 60
p
50
o
% n 40
o d
f e 30
n
t 20
s
10
0
Yes No
CUSTOMER OPINION
EC)
INFERENCE:
From the above table it is inferred that 74% of the respondents says Yes that they
would recommend this showroom to their friends and relatives and 26% says No.
60
TABLE NO. 4.34
CONSUMER OPINION ABOUT RECOMMENDING THE TVS BIKE TO THEIR

Yes 84 84
No 16 16
Total 100 100
TABLE NO. 4.34

CONSUMER OPINION ABOUT RECOMMENDING THE TVS BIKE TO THEIR
90
r 80
e 70
s
p 60
o 50
% n
40
o d
f e 30
n 20
t
s 10
0
Yes No
CUSTOMER OPINION
EC)
INFERENCE:
From the above table it is inferred that 84% of the respondents says that they will
recommend this bike for their friends and relatives and 16% of them says no.
61
CH-SQUARE TEST
TABLE NO. 4.35

CHI-SQUARE ANALYSIS BETWEEN RESPONDENTS PREFERENCE AND
RECOMMENDING THIS SHOWROOM TO THEIR FRIENDS AND FAMILY
[SHOWROOM]
Chi-square Tests
Value Df Asymp. Sig. Exact Sig. Exact Sig.

(2-sided)
(2-sided) (1-sided)
Pearson Chi-square 8.099a 1 .004
Continuity Correctionb 6.841 1 .009
Likelihood Ratio 8.675 1 .003
Fisher’s Exact Test .005 .004
Linear-by-Linear 8.018 1 .005

Association
N of Valid Cases
100
a.O cells (0.0%) have expected count less than 5. The minimum expected counts is 11.18.
b.Computed only for a 2x2 table
INFERENCE:
From the above chi-square analysis the expected count is less than 5.hence Ho is
accepted and Ha is rejected. It is conclude there is no association between the respondents
preference and recommending this showroom to their friends and family.
62
CH-SQUARE TEST
TABLE NO. 4.36
CHI-SQUARE ANALYSIS BETWEEN RESPONDENTS PREFERENCE AND

RECOMMENDING THIS COMPANY TO THEIR FRIENDS AND FAMILY
[TVS BIKE]
Chi-square Tests
Value Df Asymp. Sig. Exact Sig. Exact Sig.

(2-sided)
(2-sided) (1-sided)
Pearson Chi-square 2.955a 1 .086
Continuity Correctionb 2.084 1 .149
Likelihood Ratio 2.931 1 .087
Fisher’s Exact Test .103 .075
Linear-by-Linear 2.926 1 .087

Association
N of Valid Cases
100
a.O cells (0.0%) have expected count less than 5. The minimum expected counts is 6.88
b.Computed only for a 2x2 table
INFERENCE:
From the above chi-square analysis the expected count is less than 5.hence Ho is accepted
and Ha is rejected. It is concluded there is no significance difference between the respondents
preference and recommending this tvs bike to their friends and family.
63
WEIGHTED AVEAGE
TABLE NO. 4.37
ANALYSIS USING WEIGHTED AVERAGE METHOD BETWEEN SATISFACTION
LEVEL
W X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 X14 X15 X16
5 56 13 25 30 22 19 13 20 32 15 26 23 20 34 21 64
4 26 65 43 45 25 39 51 42 36 50 35 38 63 37 69 16
3 14 18 25 18 29 33 24 19 28 26 9 35 12 26 4 19
2 4 4 7 7 24 6 12 19 4 6 7 10 5 3 6 1
1 0 0 0 0 0 3 0 0 0 3 0 4 0 0 0 0
W W W W W W W W W W W W W W W W
X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 X14 X15 X16
280 65 125 150 110 95 65 100 160 75 130 15 100 170 105 320
104 260 172 180 100 156 204 168 144 200 140 152 252 148 276 64
42 54 75 54 87 99 72 57 84 78 69 75 36 78 12 57
8 8 14 14 48 12 24 38 8 12 18 20 10 6 12 2
0 0 0 0 0 3 0 0 0 3 7 4 0 0 0 0
4.34 3.87 3.86 3.98 3.45 3.65 3.65 3.0 3.96 3.68 3.64 3.66 3.98 4.02 4.05 4.43
2 8 9 5 16 12 12 15 7 10 14 11 5 4 3 1
64
X1-Price, X2- Brand Name, X3- Words of Mouth, X4- Design and Weight, X5- Technical
Aspect, X6- After sale service, X7- Advertisement, X8- Driving Comfort, X9- Pick Up, X10-
Resale Value, X11- Maintenance, X12- Fuel Efficiency, X13- Technology, X14- Fashion and
Style, X15- Innovation, X16- Popularity
INFERENCE:
 From the above weighted average analysis it is inferred that,

 Popularity of bike ranked as 1
 Price of the bike ranked as 2
 Innovation of the bike ranked as 3
 Fashion and style of the bike ranked as 4
 Design and weight and technology of the bike ranked as 5
 Pick up of the bike ranked as 7
 Brand name of the bike ranked as 8
 Words of mouth about the bike ranked as 11
 Advertisement, after sale service for the bike ranked as 12
 Maintenance of the bike ranked as 14
 Driving comfort of the bike ranked as 15
 Sixteen rank goes to technical aspect 16
65
TABLE NO. 4.38
ANALYSIS USING WEIGHTED AVERAGE METHOD BETWEEN INLUENCE LEVEL
W X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 X14 X15 X16
5 46 27 21 15 9 14 22 18 10 20 18 12 17 28 8 50
4 46 71 61 63 42 37 21 35 35 26 42 50 45 52 56 31
3 7 1 17 4 18 31 32 31 39 30 21 15 23 11 24 11
2 1 1 0 18 27 15 19 16 20 20 12 23 9 9 8 3
1 0 0 1 0 4 3 6 0 6 4 7 0 6 0 4 5
W W W W W W W W W W W W W W W W
X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 X14 X15 X16
230 135 105 75 45 70 110 90 50 100 90 60 85 140 40 250
184 284 244 252 168 148 84 140 140 104 168 200 180 208 224 124
21 3 51 12 54 93 96 93 117 90 63 45 69 33 72 33
2 2 0 36 54 30 38 32 40 40 24 92 18 18 16 6
0 0 1 0 0 3 6 0 6 1 7 0 6 0 4 5
4.37 4.24 4.01 3.75 3.21 3.44 3.34 3.55 3.53 3.35 3.52 3.97 3.58 3.99 3.56 4.18
1 2 4 7 16 13 15 10 11 14 12 6 8 5 9 3
66
X1-Price, X2- Brand Name, X3- Words of Mouth, X4- Design and Weight, X5- Technical
Aspect, X6- After sale service, X7- Advertisement, X8- Driving Comfort, X9- Pick Up, X10-
Resale Value, X11- Maintenance, X12- Fuel Efficiency, X13- Technology, X14- Fashion and
Style, X15- Innovation, X16- Popularity
INFERENCE:
 Price of the bike ranked as 1

 Brand name of the bike ranked as 2
 Popularity of the bike ranked as 3
 Worlds of mouth about the bike ranked as 4
 Fashion and style of the bike ranked as 5
 Fuel efficiency of the bike ranked as 6
 Technical aspect of the bike ranked as 8
 Innovation of the bike ranked as 9
 Driving comfort of the bike ranked as 10
 Pick up of the bike ranked as 11
 Maintenance of the bike ranked as 12
 After sale service of the bike ranked as 13
 Resale value of the bike ranked as 14
 Advertisement of the bike ranked as 15
 Technical aspect of the bike ranked as 16
67
CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
Demographic details:
It is found from the demographic variables that the more number of employees in the
organization are 37% of the respondents belong to age group of 25-35 and 50% of
respondents are male and 39% of the respondents have income about RS. 25001-35000 and
39% of the respondents are neither diploma holder nor UG holder and 28% of the
respondents are private employees.
Satisfaction level of the Respondents towards attributes of the motor bike:
It is found that 65% of the respondents are satisfied with the brand name
It is found that 45% of the respondents are satisfied with the design and weight. Due to
percentage analysis design of the bike is less variety and need to provide more design.
It is found that 25% of them are satisfied and 24% of the respondents are dissatisfied with the
technical aspect.
It is found that 39% of the respondents are satisfied with the after sales services and 6% of
them are dissatisfied.
It is found that 36% of the respondents are dissatisfied with the resale value and 20% of them
are satisfied. So there is a problem occurs in these attributes the organization need to concentrate
on the attribute.
It is found that 63% of the respondents are satisfied with the technology and 20% of them are
highly satisfied
It is found that 64% of the respondents are highly satisfied with the popularity and 1% of the
respondents are dissatisfied.
68
Criteria that is influenced by the customer:
Due to the percentage analysis these are the criteria preferred by the customer they are
24% of the respondents says price is the important criteria, 18% says product quality, 3% says
product variety, 3% says vocation, 7% says environment, 9% says self-service, 1% says
promotion, 16% says brand loyalty and19% says others.
Customer’ opinion towards product:

It is found that 49% of the respondents feels that product range is excellent and 50% of
the respondents feel the offer is good and 52% of the respondents says that the staff appraisal
is good and 16% of them says it is excellent and 32% of the respondents says that after sales
service is good and 30% of the respondents says problem rectification in the showroom is good
and 43% of the respondents says additional service in the showroom is average and 20% of
the respondents says problem rectification in the showroom is excellence and 32% respondents
says staff communication in RajvijayTvs is excellence.
Chi-Square Analysis:
and Ha is rejected. It is concluded there is no significance difference between the respondent’s
preference and recommending this showroom to their friends and family.
and Ha is rejected. It is concluded there is no significance difference between the respondents’
preference and recommending this company to their friends and family.
69
5.2 SUGGESTIONS
 The major recommendation of Rajvijay TVS Bikes from this study reveals that the
respondents felt problem rectification is less. So that employee in TVS Bikes should
concentrate on these factors in order to retain the regular customers.
 Sales service for the bike is not satisfactory in Rajvijay TVS showroom. The
improvement is needed for survey in the market.
 Showroom has to provide extract service to the customers, so that the customer can feel
excitements about next time visiting showroom and they can suggest their friends and
family.
 The respondents felt resale value of TVS bike is low and showroom has to take necessary
measure to attract the more number of customers
70
5.3 CONCLUSION
The focus of the study was to determine the satisfaction and influence factors of consumer
buying behavior of TVS motor bikes. From this study it is concluded that the buying behavior of
the customer is good. But there is few things to change by improving the mileage, technology etc.
if these are focused then the number of customer will be increased.
71
REFERENCES
BOOKS
1. Hawkins D.1.Best, R.J. and convey, K.A.Consumer Behaviour : Implicationsfor

Marketing Strategy, (Rev,ed), Business Publications, Inc. Texas,2001
2. Howard John H., and Sheth, Jagdish n., The Theory of BuyersBehaviour, John Wiley and
Sons Inc.,New York, 2000
3. Karsarjian H.H. and Robertson T.S.Perspectives in Consumer Behaviour, SCOH
Forman& Company, IIIinois,2001.
4. Kotler Philip, Marketing Management, analysis, Planning implementation and control,
Prentice Hall of india Publishing, New Delhi.2002.
JOURNALS
1. Factors impacting Consumer Buyer Behaviour Author: DR.K. Mallikarjuna Reddy

2. Factors Which Influence the Buying Behaviours of Customers with Multiple Regular
Customer Cards Author :Dr.T.Vetrivel,
3. A Study On Pre-Purchase Behavior While Buying Motorcycle’’
4. Author: Dr. D. V. Ramana
5. An Analytical Study of Consumer Behaviour While Buying Motorcycle’’
6. Author:Syed Arish Abbas
7. Consumer Buying Behaviourauthor:AbdulBrosekhan M.B.A.I, (Ph.D.),
72
A STUDY ON CONSUMER BUYING BEHAVIOUR OF TVS MOTOR BIKES WITH
SPECIAL REFERENCE TO RAJVIJAY AGENCIES , CUDDALORE
QUESTIONNAIRE
PERSONAL INFORMATION
i) Age :
a) Below 25 years b) 25-35 years c) 35-45 years d)Above 45 years
ii) Gender:
a) Male b) Female
iii) Income :
a) Below 15000 b) 15001-25000 c) 25001-35000 d) Above 35000
iv) Educational qualification :
a) Diploma/ITI b) UG c)PG d) Professional e) Others
v) Occupation :
a) Govt. Employee b) Self Employee c) Private Employee d) Student e) Others
1. Which model bike that you own?
a) TVS XL b) Star Sport c) Scooty zest d)Scooty Pep Plus e) Scooty Streak f) Star City
plus
2.Source of information
a) TV b) printed ad c) Poster d) Friends & family e) Others
3.Which type of two wheeler you have now?
a) Bikes b) Mopeds/Scooties
4.At What time, you purchase your TVS bike
a) Festival b) Exchange offer c) Discount d) Normal days e) New arrival f) Others
5.How would you feel while riding TVS bike
a) Excited b) Enjoy c) Playful d) Pleasure e) Boring f) Uncomfortable
73
6. Scale the factor which would influence your purchasing decision
Hi-Highly Influenced I-Influenced N-Neutral UI-Uninfluenced HUI-Highly

Uninfluenced
HS-Highly Satisfied S-Satisfied N-Neutral DS-Dissatisfied HDS-Highly

Dissatisfied
HDS DS N S HS ATTRIBUTES HI I N UI HUI

Price
Brand name
Words of mouth
Design and weight
Technical aspect
After sales service
Advertisement
Driving Comfort
Pick up
Resale value
Maintenance
Fuel efficiency
Technology
Fashion and style
Innovation
Popularity
7) What criteria are important in your choice of rajvijay Tvs
a) Product variety b) Price c) Product Quality d) Vocation e) Environment

f) Self Service g) Promotion h) Brand loyalty i) Others
74
8) State your opinion on rajvijay TVS
Excellence Good Fair Average Poor

Product Range
Offer
After sale service
Problem Rectification
Additional Service
Staff Technical Knowledge
Staff communication
9) Would you recommend this show room to your friends and relatives?
a) Yes b) No
10) Would you recommend this TVS bike to your friends and relatives?
a) Yes b) No
10.) Give your suggestions for the company to improve?
75

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CHAPTER 1

1.1 AN OVERVIEW OF THE STUDY

1.1 THEORETICAL BACKGROUND

1.2 CONSUMER BUYING BEHAVIOUR PROCESS

NEED RECOGNITION/PROBLEM RECOGNITION

POST PURCHASSE BEHAVIOUR

Fig no: 1.2 consumer buying behavior

INTERNAL INFLUENCES EXTERNALINFLUENCES

Personal Psychological Cultural Factors Social Factors

a) Age a) Motivation a) Culture a) Family

Fig. 1.2.2.1 Factors Influencing the Consumer Buying Behavior

1.2.3 Types of Buying Behavior.

There are four types of buying behaviors.

1.9 SAMPLING SIZE

1.10 TOOLS FOR ANALYSIS

O=the frequencies observed

E=the frequencies expected

Weighted average method = ∑WX

1. Factors Impacting Consumer Buyer Behaviour

3. A Study on Pre-Purchase Behavior of Two Wheeler Motoreycle Users In Nellore

District, Andhra Pradesh, India

Author: Dr. D. V. Ramana

Author:Syed Arish Abbas

5. Consumer Buying Behavior

Author:abdulBrosekhan M.B.A.L, (Ph. D.),

Author: George Asamoah

7. A Study on consumer Behavior of Automobile Products with special Reference to

Author: M. Sathish, A. Pughazhendi

8. A Customer Satisfaction towards Honda Two Wheelers: A Case Study in Tirupati

Customer satisfaction is a feeling of pleasure or disappointment resulting from comparing a

9. Consumer Buying Behavior in Indian Motorcycle Industry

10. Factors Related to Consumer Behavior on Luxury Goods Purchasing in China

CONCEPTUAL FRAME WORK OF THE INDUSTRY

3.1 INDUSTRY PROFILE

Fig no: 3.1 automotive tops IC market growth rate

Indian Automobile Industry

3.2 COMPANY PROFILE

TV SUNDARAM IYENGARand SONSLimitedisthe presentand holding company of the TVS

 TVS and Sons

1. TVS and Sons

3. Madras Auto Services

3.2.2 FEATURES OF TVS

1. Kick starter with built safety devices

TVS gives 60kms per liter under standardizes driving conditions.

Strong Steel Body:

Automatic Fuel Cock

3.2.3 ACHIEVEMENTS OF TVS MOTOR COMPANY

 TVS Motor Company records 28% growth in Motorcycles

3.2.4 PRESENT CONDITIONS OF THE COMPANY

 Largest and automotive components group in India

3.2.5 TVS MOTOR COMPANY-MISSION

3.2.7 OTHER MAJOR COMPANIES

1. TVS Motor Company Limited

3.2.8 TVS TWO WHEELER MODELS

Table no: 3.2.9 profile of Rajvijay TVS company

Age No. of Respondents Percentage (%)

CHART. NO. 4.1

CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF GENDER

Gender No. of Respondents Percentage(%)