"Strategic Evaluation of Marketing of Victor GLX 125": G.V.P.P. Govt First Grade College, H.B.Halli

Strategic Evaluation of Marketing of Victor GLX 125
G.V.P.P. Govt First Grade College, H.B.Halli
1. INTRODUCTION
1.1 General Introduction:
Human wants can be satisfied by goods and services. It can absolutely necessary on the part of the producer to know the value structure of the society and the preferential motives of the society and the preferential motives of the consumer, because profit is the main motive for the producer. Twentieth century witnessed a rapid development in the industrial field. The changes and progress made in the field of science and technology is reflected in the day to day activities of the human beings. With the growing urbanization, the nobilities of people have increased people tend to move from one corner of the city to another for their work of business. This has necessitated an increased dependence on transportation. There are 2 types of transport system available for customer to travel. First one is the public transportation system by many people. Normally government bodies operate these public transportation system include buses, trains, ships, and aero plans etc. Secondly personal transport system is to be considered which one or more persons usually use. They, include mopeds, scooters, bikes, rickshaws, and taxis etc.

Two wheelers which got popular in 1910 become a very important mode of mobility after the second World War. After forces were the first, used for war purposes in the countries like France, Belgium and other that manufactured intensively. India was a late starter of two wheelers, but took off very well because world largest market of 2 wheelers is resulted to be the best suited for Indian conditions. After opening up of the economy that is in the past liberalization many multinationals entered into the country and have changed the whole gamut of products and services. Customer are left with numerous choices for their purchase same in the situation in automobile industry also. Government of India in 1980 liberalized the licensing of manufacture of two wheelers vehicles in large scale with foreign collaboration. These drastic changes in policy opened the doors of the country for the entry of foreign manufactured vehicles. This lead to the turn in the monopoly market of 2 wheelers in to a buyers market. Seeing the rich and growth prospects in the 2 wheeler industry. Many manufactures entered the market. The major competitors in the current market in this segment are TVS Victor, Hero Honda, Kinetic Honda and Bajaj auto with so many players in the segment the consumer has a wide variety of choices. Before purchasing a two wheelers, a customer look a various aspects such as the vehicles reliabilities, fuel efficiency, quality, power, styling and sales services.

1.2 Special Introduction:
Riding the new Victor Glx 125 has been a revelation almost all of the attention has been from the male of the species; the college going teen, the business attired sophisticated. The same the four-stroke boom a saw complete transformation in the biking scenario. This has served to bring about a complete revamp of the Victor Glx 125 by TVS. With medium payload, suspension and seating have been optimized for the most balanced rides. Traversing potholes of bumps the Victor Glx feels stable and well planted and he sticks to him line with little fuss. And in spite of the telescope oil damped 105 mm travel. In terms of managing and providing space theres nothing in the market on two wheels that can hold a shine to the Victor Glx 125. features accessories and goodies are all very well but for men. The Victor Glx 125 is a complete bike but with limitations that segregate the scoot towards a particular segment of buyer. In all other respects the Victor Glx 125 seems as complete a package as it gets with nary a thing that needs change or improvement.

1.3 Scope of the Study:
The area chosen for the purpose of the study is the cotton city Davangere. It is one among the fastest growing cities in Karnataka with a population of about 48 lakh. It is an ideal growth in personal transportation. TVS is one of the leading 2 wheelers company in India, this study also tries to find out the impacts on public, merchants, dealers, students and also the identify the problem and prospects of Victor Glx 125.
1.4 Statement of the Problem:

Now a days marketing is characterized by cut-throat competition in every field. There are number of products, each having separate substitutes. A manufacturer has to clearly identify what exactly the consumer needs and what exactly he makes a product completely satisfy his needs and then educate the consumer effectively to create and demand for the product. This is evident from the marketing aimed at generating customer satisfaction as the key factor satisfy organization goals. Whenever there will be a development over marketing strategy, there must be some improvement in the performance that vehicle, because it will help to lower level income as well as middle level income people and create interest to such types of people.

1.5 Objectives of the Study:
The major objectives of the study are as follows: To find out the factor influencing the selection of Victor Glx 125.
To know the consumers attitude towards Victor Glx 125.

To study the marketing strategy adopted by Victor Glx 125. To study the market share of Victor Glx 125 in Davangere city. To determine the consumer profile of Victor Glx 125. To offer suggestion for improvement in the Victor Glx 125. To asses the extent of satisfaction among the Victor Glx 125. To study the performance in the market of Victor Glx 125.
1.6 Methodology of the Study:

It studies both primary and secondary data has been used for the purpose of collecting primary data both questionnaire method and discussions were carried out with the consumer and personnel of the company. The secondary data has been collected from the various published literature. The information regarding the organization has been called report or records provided by the dealer of Victor Glx 125. The information collected of the company profile is through the website for

which the company has organized to the policy and objectives of the company.

1.7 Methods of Collection:
The required information could be obtained from the dealer, customers, workers and also representatives of the companies. It was decided that data would be collected though P.I. with the dealers and customers.
1.8 Sample Design:

Random sampling is adopted to select respondents in different areas of Davangere city. Sample size is 200. Every respondent are taken a unit of sample and consists of professional, students and business persons.
1.9 Analysis of Data:

The analysis of data collected from customers pertaining to their behavior towards Victor Glx 125. For the analysis of the data statistical analysis which is defined as, The refinement and manipulations of data that prepares one for the logical inference. The data collected from field survey that primary and secondary sources have been analyzed in 3 phases. - Bringing raw data into measured order. - Summarizing the data. - Applying the analytical method statistical method to manipulate data. So that their interrelationship and quantitative meaning becomes evident.

1.10 Tools of Analysis:
Percentage, ranking and frequency distin are some of the tools to analyze the data collected from the consumer. In addition to those graphs and charts are also to be drawn wherever necessary.
1.11 Tools of Collection of Data:

Through contacts in phone, websites, dealer, questionnaires.
1.12 Limitations:
This study is carried out on consumers who are human beings. Human beings have tendency to artificially answer when they know that they are being observed. So there is a possibility customers or respondents may behave artificially when they know that their attitudes, opinions, beliefs are being studied. 1. The sample size comprises to only 100. 2. The study is restricted to only Davangere City and the findings may not be applicable to other geographical locations. 3. Since the information provided by the customers is assumed to be factual, their validity is not questioned. 4. Attitudes are not permanent.
COMPANY PROFILE
2.1 Introduction:
The TVS group was established in 1911 by Shri T V Sundaram Iyengar. As one of Indias largest industrial entities it epitomizes trust, value and service. 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 with steady growth, expansion and diversification, TVS commands a strong presence in manufacturing of two wheelers, auto components and computer peripherals. We also have vibrant vehicles passenger cars, finance and insurance.
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2.2 Background:
Sri. T. V. Sundaram Iyengar, the founder father of TVS groups of companies was born on 22nd March 1877. Initially, he was engaged in the business of casnarince tree and then he was employed as a clerk in railways. This did not settle his urge for doing business. After his fathers death, he started teak wood, timber business at Madurai and soon became a reputed person in the trade. He earned lot of goodwill in the world of trade and business. T V Sundaram firmly believed that the stress of any enterprise was built on the solid foundation of customer satisfaction. Indeed it was built on the solid foundation of customer satisfaction. Indeed it was this which helped for TVS the imputer to groups from single unit at 1994 to the multi-company enterprise as it is today.
2.3 TVS Motor Company World class Facilities:

TVS Motors Company limited, the flagship company of the USD 2.2 billion TVS group is the third largest 2 wheeler manufacturer in India and among the top ten in the world, with an annual turnover of over USD 650 million. The year 1980 is one to be remembers for the Indian 2 wheeler industry, with the roll out of TVS 50, Indias first 2 seater moped that ushered in anb era of affordable personal transportation. For the Indian automobile sector it was a break through to be etched in history. TVS Motor Company, is the first 2 wheeler manufacturer in the world to be honoured with the hallmark of Japanese quality- the deming prize for total quality management.
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2.4 Many firsts
- First Indian company to introduce 100 CC Indo-Japanese motorcycles in Septemeber 1984.
- Launched Indias first indigenous scooter (sub-100 CC

variomatic scooters), TVS Scooty in June 1994.
- Introduced Indias first catalytic converter enabled motorcycle,

the 110 CC Shkogun in December 1996.
- Launched Indias first 5 speed motorcycle, the Shaolin in

October 1997.
- Launched TVS Fiero, Indias 150 CC,4 stroke motorcycle in

April 2000.
- Launched TVS Victor, 4 stoke 110 CC mostoircycle, in August

2001. Indias first frilly indigenously designed and manufactured motorcycle.
- Launched TVS Centra in January 2004, a world class 4 stroke

100 CC motor cycle with the revolutionary VT-I engines for best-in-class mileage.
- Launched TVS Star in September 2004, a 100 CC motorcycle

which is ideal for rough terrain. - Indias first 2 seater 50 CC moped TVS 50, launched in August 1080.
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2.5 Growth and Development of TVS Motors. a) TVS Motors Motorcycles Growth at 16% in February 2006.
The upward sales trend in motorcycles continued for TVS motor company in February 2006 as it posted a growth of 16%. The motorcycle sales recorded 66,391 units in February 2006 compared to 57,009 units in February 2006-2005. The strong growth in motorcycles has pushed the sales of total 2 wheelers units in February 2006 to 108,923 units compared to 96,020 units recorded last year, a growth of 13%. In scooters different variants of TVS Scooty clocked 16,052 units of sales in February 2006 compared to 15,900 units on the export front, TVS continued with growth trend with export of 6,007 vehicles in February 2006, a growth of 73% compared to the corresponding period in the previous year.
b) Financial Results Quarter Three 2005-2006

TVS motor company reports turnover of Rs.883.38 crores in the 3rd quarter ended December 2005 was at 358,559 units compared to 322,412 units in the same period last year, recording a growth of 11.2%. The total 2 wheelers sold in the nine months ended December 2005 was at 991,514 units compared to 870,845 units in the same period last year recording a growth of 13.9%.
c) Exports.
TVS Motor Company exported 18,205 units of 2 wheelers in the third quarter of this fiscal year as against 12,253 units sold during the same period last year registering a growth of 49%. The exports in the nine months ended December 2005 stood at 61,320 units compared to 36,666 units recording a growth of 67%.
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d) Financials
Profit before tax (PBT) for the 3rd quarter was at Rs.45.03 crores compared to Rs.42,18 crores and profit after tax (PAT) stood at Rs.31.06 crores compared to Rs.28.23 crores achieved during the same period last year. PAT recorded a growth of 10%.
e) TVS Motor Companys December 2005 Sales Registers 11% Growth

TVS Motor Company continued its 2 wheeler growth trend by clocking 107,412 units compared to 96,866 units in the same period last year registering a growth of 11%. The motorcycle sales in December 2005 stood at 68,724 units compared to 63,496 units in the same period last year, recording a growth of 8%. The moped clocked 22,637 units in December 2005 compared to 18,524 units during the same period last year. TVS recorded 16,051 units in December 2005 compared to 14,866 units in the annual sales same period last year, registering a growth of 8%.
2006
TVS Motor appoints new President TVS launches Apache in Vizag
TVS Motor Company launched a new version of 125 cc Victor GLX with an electric start option
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2007
TVS Motor Co, has rolled out seven new vehicles, including its first three-wheeler and a new 125 cc bike, aimed at gaining lost share in a highly competitive market.
2009
TVS Motor Company launched Scooty Streak, which is its latest scooterette targeted at girls of 16 to 20 age group. TVS Motor Company Limited has appointed Mr Prince Asirvatham as an additional and independent director of the board of directors of the company effective April 21, 2009. TVS Motor Company entered the 110 cc segment by unveiling 2 brand new products, an auto-clutch motorcycle and an automatic scooter.
2010
TVS Motor Company has launched India's first auto-clutch motorcycle- TVS Jive, in Chandigarh.
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2.6 Motor Cycle Sales.
Financial Highlights Rupees in crores Details Sales and other income Profit before interest, amortization and tax depreciation, Profit before tax Profit after tax Net fixed assets Share capital Reserves and surplus Networth Total borrowings Earnings per share * (Rs.) Dividend per share (Rs.) Book value per share * (Rs.) EBITDA / turnover (%) Profit before tax / turnover (%) on capital employed Return (%) on net worth (%) Return 2010-11 6,299 2009-10 4,485 2008-09 3,741 2007-08 3,310 2006-07 2005-06
3,921 3,306
466 248 195 995 48 952 999 785 4.10 1.10 20.81 7.4 3.9 16.3 21.3
304 76 88
247 31 31
219 35 32 1,043 24 798 769 666 0.67 0.70 16.02 6.6 1.1 2.8 4.1
254 91 67 1,003 24 786 751 634 1.40 0.85 15.65 6.5 2.3 10.4 9.2
318 168 117 794 24 742 673 385 2.47 1.30 14.02 9.6 5.1 18.3 18.0
983 1,036 24 842 835 1,003 1.85 1.20 17.40 6.8 1.7 8.0 11.2 24 786 735 906 0.66 0.70 15.32 6.6 0.8 5.6 4.1
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KEY PEOPLE
Board of Directors VENU SRINIVASAN Chairman & Managing Director H. LAKSHMANAN T. KANNAN C. R. DUA K. S. BAJPAI R. RAMAKRISHNAN PRINCE ASIRVATHAM Audit Committee T. KANNAN Chairman C.R. DUA R. RAMAKRISHNAN Investors' Grievance Committee PRINCE ASIRVATHAM T. KANNAN Chairman VENU SRINIVASAN R. RAMAKRISHNAN President & CEO - Finance Company Secretary Auditors K.N. RADHAKRISHNAN Executive Vice President S.G. MURALI K.S. SRINIVASAN SUNDARAM & SRINIVASAN Chartered Accountants, New No.4, (Old No.23) Sir C.P. Ramaswamy Road, Alwarpet, Chennai - 600 018.
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Shares listed with Madras Stock Exchange Ltd., Chennai. Bombay Stock Exchange Ltd., Share Transfer Agent Mumbai. Sundaram-Clayton Limited New No. 22, Old No. 31 Railway Colony, 3rd Street, Mehta Nagar, Chennai 600 029. Tel : 044 - 2374 1889, 2374 2939 Fax: 044 2374 1889
E-mail
[email protected] [email protected] [email protected] [email protected]
Bankers
STATE BANK OF INDIA Corporate Accounts Group Branch, Sigapi Achi Building, 18/3, Rukmani Lakshmipathy Salai, Egmore, Chennai - 600 008.
STATE BANK OF MYSORE Industrial Finance Branch, Midford Garden Road, Bengaluru - 560 001. Registered office "Jayalakshmi Estates", 29 (Old No.8), Haddows Road, Chennai - 600 006, Tamil Nadu, India. Tel : 044 - 2827 2233 Fax : 044 - 2825 7121
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Factories Post Box No. 4, Harita, Hosur - 635 109, Tamil Nadu, India. Post Box No. 1, Byathahalli village, Kadakola Post, Mysore - 571 311, Karnataka, India. Tel : 0821 - 2596560 Fax : 0821 - 2596530 / 2596533 Bhatian Village, Nalagarh Post & Taluk Solan District - 174 101, Himachal Pradesh, India. Tel : 01795 - 220494 Fax : 01795 - 220496 Website : www.tvsmotor.in Subsidiary Companies Sundaram Auto Components Limited, Chennai TVS Energy Limited, Chennai TVS Housing Limited, Chennai TVS Wind Energy Limited, Chennai TVS Wind Power Limited, Chennai TVS Motor Company (Europe) B.V., Amsterdam TVS Motor (Singapore) Pte. Limited, Singapore PT. TVS Motor Company Indonesia, Jakarta
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PRODUCT PROFILE
3.1 INTODUCTION
Product is the starting point of all marketing activities and it is the first and basic element of a marketing mix. Therefore product can be regarded as anything offered by a firm to a market. Unless the policies regarding the product are decided and exact nature of the product is determined not much can happen in market. It has to be kept in mind that a product is a combination of attributes. These attributes is may be interms of colour, material, design, features, performance, and ability of utility value, functions and qualities. The two wheeler industry has to launch new products keeping in mind these attributes. The Indian two wheeler market is growing is very rapidly with every passing year. New models are been introduced by practically all manufactures in a bid to induce buyers to purchase their products. The consumers to have become more knowledgeable and selective. He wants good quality products as he is paying a large sum of money for his personal transportation. When compared to a motor cycle segments market share is enjoying the boom period in terms of productions sales and exports.
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3.2 Definition of a Product

A product can be a defined as anything that can offer to a market for attention, acquisition use or consumption, which will satisfy a want or need. Products that are market includes products that are market includes physical goods, services, experience, wants, persons, place, properties, organization, information and ideas.
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3.3 History of Motor Cycle
An Englishman, Edward Butter, built the first motor cycle in 1884. Later Gotlieb Daimler an engineer of Bad Cannstatt from Germany experimented by fitting small petrol engine in a wooden cycle frame. Hence, the first gasoline engine motorcycle was appeared publicly in 1888. The first practical engines and motorcycles were designed by the French and Belgians and then followed by British, German, Italian and American markets. The popularity of the vehicle grew, especially after 1910. The motorcycles were used by all branches of the armed forces in Europe, principally for dispatching during the First World War. After this war, the motorcycles enjoyed a sport vogue until the great depression began in 1929. then after second world war, a revival of interest in motorcycles lasted in to the last 20th century, with the vehicle being used for high speed touring and sports. Soon after the second World War, a more sophisticated motor
scooter originated in Italy by manufacture of 125 cc model. Despite strong competition from other countries, it maintained the lead in the diminishing market. The scooter has small wheels from 20 to 36 centimeters (8th 14 inches) in a diameter and rider sites inside the frame.
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3.4 Manufacture of 2 Wheels in India
Most of 2 wheelers industries do not manufacture all the parts. They purchase the parts from other industries that have the capacities to manufacture the right quantity in time. Some industries purchase the spares from some small industries in accord to the government instructions. Many industries manufacture the main parts such as the engine, gear units, wheels drums, chassis etc. Indigenously with technological assistance from their foreign collaborations usually carburetors are purchased from the world removed manufacture like Saco, Macabre and Orbital because it is mainly concern with fuel efficiency of the vehicle. The other parts like tyres, bearings, speedometers, dampers, horns, electricals, etc are purchased from recognized industries.
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3.5 FEATURES OF TVS VICTOR GLX 125
Stylish exhaust All- new stylish exhaust:Seek new design Truly urbane Truly stylish Truly tough Stylish alloys
All new stylish alloy wheels:Stylish,and extremely functional. But if youre among those who late being noticed, which simply isnt for you!! Unique shocks
Unique ride-switch shocks:Unique single-touch adjustable ride- switch shocks. Wider tyres
Wider, extra-grip tyres:Victor Glx has the widest rear tyre in its class, with extra grip buttons for increase safety on wet, slippery roads. Come rain, come shine, this one holds on just fine!! Powerful headlamp
Powerful headlamp with the stunning forming:A powerful headlamp with an all-new stylish forming.And comes with the parking light.
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RCF Technology
New RCF Technology that gives you 102 KMPL:The new roller cam follower technology reduces friction in the engine substantially and hence delivers a mileage of 102 kmpl, the highest in its class.
3.6 TECHNICAL SPECIFICATIONS

ENGINE & TRANSMISSION
Type Cubic Capacity Max Power Max Torque Bore x Stroke Compression Ratio Transmission : : : : : : : 4- stroke, Air-cooled OHC 124.8 cc 7.36 kW (10bhp) @ 7500rpm 9.8 Nm x 53.5 mm 54.5 mm x 53.5 mm 9.2 : 1 4-speed Constant Mesh
CHASIS AND SUSPENSION

Front suspension : Telescopic Oil-damped 105 mm Travel Rear suspension : Gas Filled shock Absorbers With Co-axial Spring; 75 mm Travel, with 5 step: Adjustable Preload.
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BREAKS AND WHEELS

Alloy Wheel with Drum Break Version Tyre (front) Tyre (rear) Brake (front) Brake (rear) 90 x 90 x 17 3.00 x 18 130mm Drum 130mm Drum
ELECTRICALS
Headlamp Tail/ Break lamp Turn Signals: Ignition Systems 12V.35/35W Halogen Bulb 12V; 5/21W 12V; 10W Digital Ignition
DIMENSION AND WEIGHT

Wheel base Kerb weight 1260 mm 122 kg
CAPACITIES
Fuel tank capacity Fuel Reserve 13 ltrs 2.5 ltrs
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3.7 SPARES
Spare parts is very essential in the modern showrooms. Spares are very important to the customers, after buying the vehicles they can get the accessories in the showroom itself. The consumer will be satisfied, no need to go in search of accessories outside. This is profitable to both the customers as well as the Ganesh Motors. The following are the Ganesh genuine accessories for the vehicles. Ex:- Lights, Mirrors, Horns, Foot rest, Ladies grip etc.
DEALER PROFILE
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4.1 INTRODUCTION
Ganesh TVS was established on 4th April 2003 with the purpose of dealing in TVS vehicles. This showroom is located besides P.B.Road in Davangere city. This showroom is a partnership firm owned jointly by Mr. C.S. Ganesh Prasad and Mr. Channaveeraiah Salimath who are father and son. Their initial investment was Rs. 70 lakhs. They got financial assistance from Bank of India. Presently Mr. C.S. Ganesh Prasad is the managing director of Ganesh TVS, Mr. Channaveeraiah Salimath has 60% of share and his son Mr. C.S. Ganesh Prasad has owned 40% share in the firm. Ganesh Motors has well designed and well equipped showroom and it also service station which is located behind the showroom. It is involved in sales and mopeds, scooters and motor cycles. This showroom is earning higher sales in all the three segments, Ganesh TVS has employed the following number of staff.
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4.2 MANAGEMENT PROFILE
Administrative staff Manager Counter sales Spare Sections Mechanics Supervisor Helpers Sales Service Accountant Finance 4 Executives 1 2 2 1 Head Mechanic and 3 Mechanics 1 7 4 20 1 4
Main
There are so many types of financiers who provide assistance to Ganesh TVS like HDFC, ICICI, Ashok Leyland Finance, TVS Finance Services Ltd and Centurion Bank, City Finance. There are no service engineers in the firm. But area service engineer from the company visits the firm once in 15 days. To give better service to customers, dealer is conducing some programs. Recently in the month of February Ganesh TVS has organized Exchange Mela for 3 days. As it is a newly established firm, it is striving very hard to earn high reputation in Davangere city. During the exchange mela, Ganesh TVS achieved greater sales by selling 130 vehicles in that 3 days program. This agency has its sub-branches in other places. They are located in the following places, Honnali, Harapanahalli and Harihar. The customers are informed through advertisements in local newspapers and some customers are attracted through attracted through company popularity.
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4.3 ADVERTISEMENT GANESH MOTORS
Even though the company does the promotional activity, dealer also advertises in some of the local newspapers, like Janathavanai, Nagaravani, Samyuktha Karnataka and Vijaya Karnataka etc.
MEDIAS
ADOPTED
BY
Sales: Since its inception, Ganesh TVS has sold approximately 5000
vehicles comprising all types of models.
Dealers View:
supply system.
The dealer is highly satisfied by company and its The dealer does not complain about any delay in
transporting of vehicles from the company.
Competitors in Davangere: In Davangere city, the 2 wheelers has a

very favorable market and the sales figures are indicating higher sales volume form year to year. The competitors of the TVS vehicles in Davangere are Hero Honda, Bajaj Vehicles respectively. Though, TVS company is a market leader in the moped segment. But this agency is said to have a favorable market for motor cycles.
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4.4 PROMOTIONAL TECHNIQUES
Promotional techniques are those activities other than advertising and publicity to stimulate the consumer purchasing and dealer effectiveness such as display, shows and exhibitions, demonstrations and various concurrent selling efforts in the ordinary routine. Hence, the promotional techniques adopted by the agency are as follows:
0% interest. Gold and Silver offer. Cash discount. Low down payment. Easy installment schemes After sales service.
Ganesh TVS has varied forms of promotional techniques, it user not just anyone but also almost techniques viz., sales promotion, sales personnel for selling, installment facilities, discount, organizing varied rallies and sponsors for programs apart from its wide advertising strategy.
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4.5 ORGANIZATION STRUCTURE MANAGING DIRECTOR
SALES SUPERVISOR
SALES
SERVICES
ASSISTANT SUPERVISOR
SPARES
AUDITING
ACCOUNTS
RTO
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5. SURVEY ANALYSIS AND INTERPRETATION
Consumer survey is necessary in any form of Marketing Research because consumer is the king in the market and his behavior is changing day by day. Selections of products by the consumers reflects fate of the product. The buyers behavior changes according to their income, age, sex and other factors. Buyers always depends on the quality, price, convenience etc. Hence, the study of consumer behavior is necessary to know the opinion of different consumers to implement the most effective marketing policy of firm. Consumer survey comprises of many methods most used among them is the questionnaire method. instrument. A questionnaire is a set of questions with or without space for recording answers. The questions can secure relevant facts or opinion from informed and interested respondents included in the simple survey. It is the most common research
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1. The classification of respondents on the basis of Age:
Age
No of users
Users percentage
No of potential consumer 7 1 2 10
Potential consumer percentage 70% 10% 20% 100%
16-20 21-25 26-30 31&above Total
10 17 6 7 40
25% 42.5% 15% 17.5% 100%
Source : Field Survey Out of 50 respondents divided into 2 groups users and non-users. Users were 40 respondents. Out of 40 respondents 25% of the owners were between 16 to 20 age group. 42.5% were between 21 to 25 are group, 15%were between 26 to 30 age group, 17.5% were between 31 and above age group and there is between 16 to 20 age group potential customer not willing to buy victor GLX. 70% of were between age group of 21 to 25 were willing to buy victor GLX. 10% and 20% were willing to buy 26 to 30 and 31 and above age group of potential customers.
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T h e G r a p h s h o w s a g e o f th e r e s p o n d e n ts
80% 70% 60% 50% 40% 30% 20% 10% 0% 1 6 -2 0 2 6 -3 0 A g e o f R e s p o n d e n ts
Percentage
S e rie s 1 S e rie s 2
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2. The classification of respondents on the basis of Occupation :
Occupation
No of users
Users percentage
No of potential customer 3 6 1 10
No of customer percentage 30% 60 % 10 % 100 %
Students Business Profession Others Total
16 18 2 4 40
40 % 45 % 5% 10 % 100 %
Source of data analysis: Field Survey
From the above table researcher conclude that out of 50 respondents divided into 2 categories users and potential customers were 40 respondents and 10 were potential customers, 40% of users were students and 30% of potential customers. Out of 10 members 45% of users were businessmen and 60% of potential customers. Out of 10 members 5% of users were professional and there is no professionals interest to purchase Victor GLX and 10% of users were agricultural and employee is there. And 10% of potential customers out of 10 members.
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T h e C lassificatio n o f resp o n d en ts o n th e b asis o f o ccu p atio n

120% 100% Percentage 80% 60% 40% 20% 0%
St ud en ts Bu sin es s Pr of es sio n Ot he rs
S eries 3 S eries 2 S eries 1
O ccupation of re sponde nts
3. The classification of respondents on the basis of Annual Income:
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Annual Income Below 80000 80000100000 100000 150000 & above Total 13 14 12 1 40 No of users Users percentage 32.5% 35 % 30 % 2.5 % 100 % No of potential customer 10 10 Customers percentage 100 % 100 %
Source of data analysis: Field Survey Note: Income of students are not specified in the survey, so, income of students parents are taken into account. From the above table researcher conclude that out of 50 respondents, 40 persons were users and 10 persons are potential customers were 32.5% of users annual income were below 80,000 and 100% of potential customers out of 10 persons are willing to purchase Victor GLX . Still their income below 80,000. 35% of users annual income is between 80,000 to 1,00,000 and 30% of users annual income is between 1,00,000 to 1,50,000 and 2.5% of users annual income is more than 1,50,000. It gives clear report that the persons who are prefers Victor GLX their income between 80,000 to 1,00,000.
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The C lassification respondents on the basis of annual income

120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Below 80000 80000-100000 100000 150000 & above
percentage
No. of users percentage No. of potential custom er percentage
Annual income
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4. The classification of respondents on the basis of TVS Victor GLX 125 :
Attribute Necessary Status and prestige Style and Attraction Power and performance Others Total
No of users 13 7 20 40
Users percentage 25 32.5 42.5 100 %
Source of data analysis: Field Survey
From the above table researcher conclude that out of 40 respondents are users and this question is not applicable to potential customers, so, total out of respondents only taken into account. 25% of users buy Victor GLX for necessary. And there is no person willing to buy for status and prestige. 32.5% of users buy Victor GLX because of style and attraction and 42.5% of users buy for power and performance and there is no reasons mentioned by buyers.
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T h e c la s s ific a tio n o f r e s p o n d e n ts o n th e b a s is o f m o tiv a tio n fa c to rs fo r p u rc h a s e

50 40 N o . o f u s e rs 30 20 N o . o f u s e rs 10 p e rc e n t a g e 0 N e c e s s a ry S t y le a n d O t h e rs A t t ra c t io n A ttr i b u te
percentage
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5. The classification of respondents on the basis of awareness of purchase:
Attributes
No. of users
Users Percentage
No. of potential consumer 4 2 4 10
Potential customer percentage 40% 20% 40% 100%
Friends 15 37.5% Dealer 4 10% Advertisement 19 47.5% Others 2 5% Total 40 100% Source of data analysis: Field survey
From the above table researcher conclude that out of 50 persons 40 were users and 10 persons of potential customers. How they aware about the product exists. Out of that 37.5% of users aware through friends out of 40 persons. 10% of users aware of through dealer and 20% of potential customer is also through a dealer. 47.5% of users through the advertisements and 40% of potential customers is also through the advertisements and 5% of users know through other communications like test riding and through see etc. And there is no potential customers know through any media.
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T h e g r a p h s h o w in g t h e a w a r n e s s o p u rc h as e
5 0 .0 0 % 4 0 .0 0 % Percentage 3 0 .0 0 % 2 0 .0 0 % 1 0 .0 0 % 0 .0 0 % F r i e n d s A d v e rti s e m e n t A w a re n e s s o f p u rc h a s e N o . p f u s e rs p e rc e n ta g e N o . o f p o te n ti a l c u s to m e r
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6. The classification of respondents no the basis of Mode of purchase: Attributes No. Users Users percentage Own amount Loan from bank Total 21 19 40 52.5% 47.5% 100% No. of potential customer 3 7 10 Potential customer percentage 30% 70% 100%
Source of data analysis: Field Survey From the above table researcher conclude that out of 50 respondents 40 were users and 10 were potential customers. Even though the price of Victor GLX is high, then also the buyers buy the Victor GLX on own amount. 52.5% of users buy the vehicle on their own amount and 47.5% of users buy loan from the bank and 70% potential customers wanted to buy on loan from the bank and 30% of potential customers wanted to buy on own amount.
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T h e c la s s ific a tio n o f re s p o n d e n ts o n th e b a s is o f m o d e o f p u rc h a s e
70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%
Percentage
O wn am onunt L o a n fro m b a n k O w n L o a n fro m am ount bank M o d e o f p u rc h a se
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7. Opinion about Availability of Spare Parts: Attributes Easy Availability Non available Total No. of users 32 08 40 No. of users percentage 80% 20% 100%
Source of data analysis: Field Survey Out of 50 members 40 users only considered because potential customers are not have any idea regarding availability of spare parts. So, they are not considered in this question. 80% of users are satisfied with the availability of spare parts and 20% of users are not satisfied with availability of spare parts.
Opinion about the availability of spare parts
Easy Availability Non available
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8. Opinion about Fuel Consumption: Attributes Better Good Fair Total No. of users 24 12 4 40 Users percentage 60% 30% 10% 100%
Source of data analysis: Field Survey From the above table researcher concluded that only considered and 10 persons of potential customers cannot considered here, because the potential they yet to purchase the vehicle. 60% of users expressed their opinion as fuel efficiency is better. 30% of users give opinion as fuel efficiency is good and 10% of users give opinion as fuel efficiency is fair.
O p in io n a b o u t fu e l c o n s u m p tio n
B etter G ood F air
9. Satisfaction with TVS Victor GLX 125 :
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Attributes No. of users Users percentage Satisfaction Nonsatisfaction Total 39 1 40 97.5% 2.5% 100% No. of potential customer 10 10 Potential customer percentage 100% 100%
Source of data analysis: Field Survey From the above table researcher concluded that out of 50 respondents 97.5% of users are satisfied with Victor GLX and 2.5% of users are not satisfied and 100% potential customers are satisfied out of 10 persons. All are satisfied with Victor GLX.
T he classificatio n resp on dents o n th e b asis o f satisfaction w ith T V S V ictor GLX 125

100.00% 80.00% Percentage 60.00% 40.00% 20.00% 0.00% S atis fac tion Non-s atis fac tion S eries 1 S eries 2
S a tisfa ctio n o f Re spo n de nts
10. In what respect customer satisfied:
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Attributes No. of users Users percentage Price Mileage Style Power and performance Total 7 8 25 40 17.5% 20% 62.5% 100% No. of potential customer 2 3 5 10 Potential customer percentage 20% 30% 50% 100%
Source of data analysis: Field Survey From the above table researcher conclude that out of 50 respondents 40 were users of bike. Users are not satisfied with price because of price of Victor GLX is high and 17.5% of users are satisfied with mileage. And 20% of users are satisfied with style of this bike, and 62.5% users are satisfied with power and performance. And 20% of potential customers are satisfied with mileage. 30% of potential customers are satisfied with style and 50% of potential customers are satisfied with power and performance, out of 10 persons. Most of the users are satisfied with mileage, style, power and performance.
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T h e c la s s if ic a t io n o f r e s p o n d e n t s o n t h e b s a t is f a c t io n
0 .7 0 .6 0 .5 0 .4 0 .3 0 .2 0 .1 0
P ric e M ile a g e S t y le P o w e r a n d p e r fo r m a n c e 1 2 A ttr i b u te s
percentage
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11. Opinion about service given by the Dealers: Attributes Satisfied Non-satisfied Total No. of users 36 4 40 Users percentage 90% 10% 100%
Source of data analysis: Field Survey From the above table researcher concluded that out of 50 respondents 40 users only considered, remaining 10 potential customers not taken into account because they cannot buy the vehicles and cannot rendered the service given by dealers. So 40 users only considered, 90% of users were satisfied by dealers service and 10% of users are not satisfied with dealers service out of 40 users.
T h e classificatio n o f resp o n den ts on the b asis of services g iven b y th e d ealers
S atis fied Non-s atis fied
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6. SUMMARY AND FINDINGS, RECOMMENDATION AND CONCLUSION
1. to 30. 2. 3. The amount income of majority of buyers were between 80,000 to 1,00,000 Many of buyers buy Victor GLX because of necessary, style, attraction, power and performance. A majority of customers by availing of both on own amount and loan from bank. 5. 6. 7. bikes. 8. The opinion of customers about the service given by dealer in Davangere city is good, more than 90% of customers are satisfied with dealer service. 9. 10. The goodwill of the company which produces the vehicle is good. The company is well known to the customers and also company has good opinions which in turn help in credit sales. The opinion of customers about the availability of spare parts in Davangere city is available. More than 80% of customers were satisfied. The opinion of customers about fuel efficiency is very better. Majority of the Victor GLX owners were satisfied with their own A majority of buyers of Victor GLX is between the age group of 21
4.
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RECOMMENDATIONS: Most of the customers are dissatisfied by the vehicle dissatisfaction of the vehicle due to less pickup have by Victor GLX. The customers are satisfied by mileage, performance and style of the vehicle, and the important necessity which is the main motivational factor which influenced to purchase the vehicle even dissatisfaction about pickup by the customers.
The dealers have to provide a good service, so customer suggests to another customer to buy the vehicle from the same dealer. The most effective media which give the longest exposure of the product was through dealer, advertisement and sales promotion schemes. Hence, equal emphasis should be given to all the above factors to improve the sales. The company is facing major problems with having a high price. They have to try to reduce the price and they have to give some offers.
As a new model Victor GLX 125 is introduced to market than more advertisements are given to be as many of them are not aware of the new vehicle.
The various installment schemes have to be published. So, that the prospective customers can reap the benefits of it. increase the sales. It helps to
More attention should be given for the promotion of Victor GLX 125 by taking proper measure to increase the sale and to hold the market in its hands before any other company enters into the market. The decisions regarding the fuel consumption most be made in order that the vehicle gives high mileage.
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CONCLUSION: After the detailed collection of data, findings, the customer behavior and attitude through the service method. One can finally conclude TVS Motor Company Ltd. Deserves to be largest two wheelers Manufacturers Company in the world. Now they can sales more than 10 million vehicles. All these are the market leaders in their segments are priced higher than the competitor vehicles. TVS Motor Company Ltd., vehicles are technologically more advanced than the other bikes. This is equally well supported by the dealers and after sales service network. There are vehicles that suit the Indian roads and have a very low maintenance cost which also protect the pocket of the customers. By this company has made a place in the minds of the customers. It is emergency as one of the fastest developing bikes company in the world. Victor GLX 125 is one of the leading vehicles in the two wheelers of its segments. The most attractive features of Victor is its style and power and performance. Still there are some of areas where it has to improve like pickup, price of the product and up to some extent of the sales service. If the company is able to over come from these defects then certainly these vehicles will be the leader in the market. Finally to conclude this company is a certainly going to improve in future and becomes world number one two wheeler manufacturing company.
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QUESTIONERS
Dear Sir, I am Gavisiddesh O studying in Final Year B.B.M., in
G.V.P.P. First Grade College, Hagaribommanahalli. I am conducting a survey on Strategic Evalution of Marketing of Victor GLX 125 with special reference to Uma TVS Motors Pvt Ltd., Hagaribommanahalli. I request you to kindly spare a few minutes in responding to the questions mentions below.
1. Do you have Victor Glx 125? Yes No
2. If no, are you willing to purchase Victor Glx 125? Yes No
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3. Why are you going to purchase Victor Glx 125? Power & Performance Goodwill of the company Reliability other specify
4. If you have Victor Glx 125 mention the reason for purchase? Necessary Style and Attraction Status & Prestige Power and performance
5. How did you come to know about Victor Glx 125? Friends Advertisement Dealers other specify
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6. How did you purchase Victor Glx 125? On own amount Loan from Bank
11. Opinion about the availability of spare parts? Easy available Not available
12. Yours opinion about Fuel consumption? Better Fair 13. Are you satisfied with Victor Glx 125? Yes 14. If, yes in what respect? Price Style Mileage Power and performance No Good
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15. Are you satisfied with service given by the dealers? Yes No
16. Which vehicle do you consider to be the nearest competitors to Victor Glx 125? ----------------------------------------------------------------------17. Suggestions regarding to Victor Glx 125 -----------------------------------------------------------------------Thanking you, Date: Place: Signature
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BIBLIOGRAPHY
MARKETING MANAGEMENT : BY B.S. RAMAN
MAGAZINESS
: Auto India : Times of India : Over drive
RECORDS
: Publication by TVS Motors Ltd. : Car and Bike International magazines
WEBSITES
: www.tvs.com : www.victor.com : www.google.com
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Strategic Evaluation of Marketing of Victor GLX 125

G.V.P.P. Govt First Grade College, H.B.Halli