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Transcript of A Study On Customer Satisfaction And Promotion Toward TVS Two Wheelers With Special Reference To TVS...
ACKNOWLEDGEMENT
I take this opportunity and privilege to express my deep sense of gratitude to Professor M.N.
Navale, Founder President, Dr. (Mrs.) S.M. Navale, Founder Secretary, the Sinhgad
Technical Education Society, Pune and Dr. M. S. Gaikwad, Principle SIT. They have
been a source of inspiration to me and I am indebted to them for initiating me in the field of
research.
I am deeply indebted to Faculty member, Prof: Rashmi Dhongade, my research guide
without whose help completion of the project was highly impossible.
I take this opportunity and privilege to articulate my deep sense of gratefulness to the TVS
MOTORS PVT LTD for their timely help and positive encouragement.
I wish to express a special thanks to all teaching and non-teaching staff members of Sinhgad
Institute of Technology, Lonavala For their continuous support. I would like to acknowledge
all my family members, relatives and friends for their help and encouragement.
Place: SIT LONAVALA
Date:
Thanks and Regards
IMRAN ISMAIL ATTAR
,
1
LIST OF TABLE
2
Table
No
Title of the Table Page
No
4.1 Compare the demand of two wheeler between TVS motors and
competitors
24
4.2 Gender 25
4.3 Age Group 26
4.4 Marital Status 27
4.5 Education level 28
4.6 Occupation 29
4.7 Is TVS Vehicle your first Two-wheeler 30
4.8 Which TVS Two Wheeler vehicle do you have 31
4.9 Which of the following factors did you consider before buying 32
4.10 Are you satisfied with your vehicle mileage 33
4.11 What do you think rate customer service TVS Two Wheelers 34
4.12 How do you feel about company’s response towards customers 35
4.13 Did you receive the product on delivery time 36
4.14 Are you satisfied with after sales services provided by TVS 37
4.15 Did you take test-drive of the vehicle before buying 38
4.16 Are you satisfied with their usage of the Bike / Scooter 39
4.17 How do you rate the experience at the TVS showroom 40
4.18 Will you like to purchase a bike again from TVS in near future 41
4.19 Will you recommend TVS product to anybody 42
4.20 What was the source through which you decided to buy this vehicle 43
4.21 Which of the following promotional activities attracted you towards
buying this vehicle
44
4.22 Do you agree that sales promotional activities implemented by TVS
Motors are helpful for customers
45
4.23 Do you think there should be improvement or changes in such sales
Promotional activities
46
Table
No
Title of the Figure
Page
No
4.1 Compare the demand of two wheeler between TVS motors and
competitors
24
4.2 Gender 25
4.3 Age Group 26
4.4 Marital Status 27
4.5 Education level 28
4.6 Occupation 29
4.7 Is TVS Vehicle your first Two-wheeler 30
4.8 Which TVS Two Wheeler vehicle do you have 31
4.9 Which of the following factors did you consider before buying 32
4.10 Are you satisfied with your vehicle mileage 33
4.11 What do you think rate customer service TVS Two Wheelers 34
4.12 How do you feel about company’s response towards customers 35
4.13 Did you receive the product on delivery time 36
4.14 Are you satisfied with after sales services provided by TVS 37
4.15 Did you take test-drive of the vehicle before buying 38
4.16 Are you satisfied with their usage of the Bike / Scooter 39
4.17 How do you rate the experience at the TVS showroom 40
4.18 Will you like to purchase a bike again from TVS in near future 41
4.19 Will you recommend TVS product to anybody 42
4.20 What was the source through which you decided to buy this vehicle 43
4.21 Which of the following promotional activities attracted you towards
buying this vehicle
44
4.22 Do you agree that sales promotional activities implemented by TVS
Motors are helpful for customers
45
4.23 Do you think there should be improvement or changes in such sales
Promotional activities
46
LIST OF FIGURE
3
EXECUTIVE SUMMARY
The project entitled “ A Study On Customer Satisfaction And Promotion Toward TVS
Two Wheelers With Special Reference To TVS Motors In Selected Areas Of Pune City ”
was done at PUNE. The project was done under TVS MOTOR COMPANY, TVS Motor
Company Limited, Jiwani Mansion, GAT No.2347/B/2/3,OPP.Talera Warehouse, Pune-
Nagar Road, Wagholi, Taluka-Haveli, Pune-412 207.This project was carried out under the
guidance of Prof: Rashmi Dhongade.
The project was aimed to “ A study On Customer Satisfaction And Promotion Toward
TVS Two Wheelers With Special Reference To TVS Motors In Selected Areas Of Pune
City ”. The project was undertaken to study on the customer satisfaction and effectiveness of
Sales Promotion Strategies individually and to evaluate their impact on the customer buying
preference towards the two wheelers of TVS Motor Company.
It includes mainly customer satisfaction on the services provided by the dealers, opinion of
the owners of Two Wheelers regarding its features like, mileage, price etc. and study the
customer satisfaction with usage of their TVS Two Wheelers.
Now coming to the initial weeks of the project was purely survey and collection of data from
many institutional customers, so as to get to know where exactly the product is standing in the
market currently, collection of the up-to –date data and material from numerous sources and
areas consumed considerable time and involved regular efforts.
The data collected from two sources such as Primary data and Secondary data. Primary data is
collected directly from each and every customer with the help of questionnaires and
unstructured interview. Secondary data was collected from various business newspapers,
websites journal and various magazines. Sample of 176 respondents chosen as a simple
random method.
The analysis of the data obtained had been done by using the Bar Diagrams, Pie chart and on
the basis of this at the end of the report a trail has been made to suggest certain steps that may
help the company in reducing the constraints and thereby it can help identify and increases or
enhance the customer satisfaction level.
4
This research will be helpful to make decisions on which sales promotion tool should be given
more attention and which not. Depending on the research carried out the affectivity of each
and individual tool used by TVS Motor can be understood. The research also suggests that
there should be the continuous improvement and changes in the sales promotion strategies as
per the customer response. This will act as a tool for the company officials to know their
threats and opportunities in the market.
THE EXPECTATIONS OF THE COMPANY FROM THIS RESEARCH
ARE:-
1. To conduct a research on the affectivity of sales promotion tools.
2. To understand the customer response towards these sales promotion strategies.
3. To know if the customers are happy with the benefit they are getting through such sales
promotion strategies.
4. To also make a research on if the customers are getting a service of their requirement from
the dealers or not and
5. To conduct a research if the customers are given the benefits of these sales promotion
strategies properly or not(from the dealer’s desk).
The research is limited to the Pune City only. It only focuses on the sales promotion tools
being used by TVS Motor in Pune City so other factors like availability of vehicles at the
dealer’s place, easy payment options for buying, etc are not covered in this report.
The project is based on the date collected from latest customers of TVS Motor Company and
thereby analyzing and recording their views about present strategies adopted by company.
5
According to Peter Drucker; the aim of marketing is to increase sales. By considering
enormous changes in the economic conditions of the world, it can be seen that every nation
tries to create or maintain competitive advantage for itself and with the help of the marketing
science, increase its enjoyment of the created or maintained competitive advantages. In this
respect organization with better communications with customer through utilization of
effective promotional methods along with acquiring better consumer understanding, have
been able to attract and maintain customer loyalty. The impact of sales promotional activities
is especially evident in industries with intense competition like Auto industry which includes
various two wheeler, three wheeler and four wheeler as well as commercial vehicle
manufacturers. These sales promotional activities can aid organizations in their endeavor to
acquire more shares of the market and maintain them. When new product is launched in the
market marketing department becomes active and tries to persuade consumers through
utilization of promotional tools into buying it, which in turn leads to increased sales volume,
Knowing about and utilizing sales promotional tools are necessary for all firms and
organizations determined to have sustainable and informed presence in today’s markets. In
this respect, evaluation of effectiveness of each one of these sales promotional tools helps
firms and organizations to plan for better utilization of them. In recent decades many firms
have allocated more than 70% of their market communications budget for promoting their
sales volume. Attracting and maintaining customers is one of the most important goals of an
organization. Which can help to achieve its ultimate goal of profitability.
THE IMPORTANCE AND NECESSITY OF THE RESEARCH:-
Sales promotional tools have been utilized as a set of tools to achieve marketing
communications goals for firm. They are pivotal elements in marketing planning. Besides
being utilized as tools for communication purposes with consumers they may be used as
competitive tools in an aggressive market. Sales promotion is a branch of marketing which
utilizes different motivational techniques for shaping and structuring programs related to
making actual sales to consumers, commerce to attract new customers and maintain loyal
customers and if an organization is interested in maintaining its present customers and
rewarding them for their continued relation with the organizations.
So with respect to the effective elements in utilizing a combination of promotional tools,
it is necessary that an organization be aware of degree of effectiveness of each these
tools. Sales promotional tools used by TVS Motors to increase its sales in Pune city are
studied under this research study.
6
A market survey is a research technique used to gather consumer preferences and purchase
intent of a company's products and services within a geographical area. Market surveys are
extremely important because companies learn what their customers like and dislike about
their products and services. Primary research involves collecting original data about the
preferences, buying habits, groups, surveys, and field tests. Secondary research is based on
existing data from reference books, magazines and newspapers, industry publications. It
yields information about industry sales trends and growth rates, demographic profiles, and
regional business statistics.
Customer satisfaction is a concept that more and more companies are putting at the heart of
their strategy, but for this to be successful, they’re needs to be clarity about what customer
satisfaction means and what needs to happen to drive improvement.
1.1 TWO WHEELER AUTOMOTIVE INDUSTRY IN INDIA7
Indian two wheeler market is the world’s second largest Market (after China). Though
overall the two-wheeler industry saw a slowing trend, some manufactures reported strong
sales. Here’s a gift from the industry.
HERO MOTO CORP:- sold a total of 4, 87,545 units in July 2013, up by 0.7% from
4,84,217 units in July 2012. The company recently launched operations in Kenya, Burkina
Faso and Ivory Coast and proposes to commence operations in Peru in August 2013. The
company also announced an investment of Rs 152 Cr ($ 25 million) for a stake of 49.2% in its
US-based partner Erik Buell Racing.
HONDA MOTORCYCLE AND SCOOTER INDIA:- clocked a total of 2, 87,177
units in July 2013, and its highest monthly sales ever. Of this, motorcycle sales were 1, 47,635
units (up by 35%) and scooter sales were 1, 39,542 units (up by 8%). For April-July 2013,
motorcycle sales rose by nearly 24% while scooter sales were up by 9.6%. HMSI now
occupies the second position overall (domestic sales plus exports) and has a domestic market
share of 24%.
BAJAJ AUTO:- sold a total of 2, 46,828 motorcycles in July 2013, down by 20% from 3,
08,858 in July 2012. For April-July 2013, motorcycle sales fell to 11, 06,878 units, 14%
lower than 12, 91,481 units in the same period last year.
TVS MOTOR:- recorded total sales of 1, 46,671 units in July 2013, down by 7.1% from
1,57,954 units in July 2012. Within this, motorcycle sales were up by 8% to 57,886 units from
53,355 units, and scooter sales were down by 9.7% to 36,900 units from 40,895 units. Exports
grew to 20,140 units from 17,092 units in July 2012.
YAMAHA MOTOR INDIA:- reported a growth of 57% in sales during July 2013 as
compared to the corresponding period last year. The company sold 37,494 units in July 2013
as against 27,858 units sold in July last year in the domestic market thereby registering a
domestic sales growth of 35%. In the Export markets the company sold 20,657 units in July
2013 as compared to 9,135 units in the same month last year achieving a growth of 126%.
6. MAHINDRA AND MAHINDRA8
Founded in 1945 as a steel trading company, we entered automotive manufacturing in 1947 to bring the iconic Willys Jeep onto Indian roads. Over the years, we've diversified into many new businesses in order to better meet the needs of our customers. We follow a unique business model of creating empowered companies that enjoy the best of entrepreneurial independence and Group-wide synergies. This principle has led our growth into a US $16.2 billion multinational group with more than 155,000 employees in over 100 countries across.
Today, we operate in key industries that drive economic growth and cherish our leadership positions in tractors, utility vehicles, and information technology and vacation ownership. We also have great presence in aerospace, agribusiness, automotive, components, consulting services, defense, energy, financial services, industrial equipment, logistics, real estate, retail.
Our federated structure enables each business to chart its own future and simultaneously leverage synergies across the entire Group's competencies. In this way, the diversity of our expertise allows us to bring our customers the best in many fields.
7. SUZUKI MOTORCYCLE INDIA LIMITED
Is a subsidiary of Suzuki Motor Corporation, Japan where in we are having the same manufacturing
philosophy of VALUE PACKED PRODUCTS right from the inception. SMIL will be manufacturing
two wheelers best suited for the valuable Indian customers covering all segments. Suzuki offers
scooters bikes and super bikes to its customers in india. Scooters include Suzuki swish and Suzuki
access 125 which are doing exceptionally well in the market. bikes include GS150R,HAYATE and
SLINGSHOT PLUS.A super bike segment of Suzuki contain GSX-R1000,GSX-
R1000Z,HAYABUSA ,BANDIT 1250SA,INTRUDER M1800,INTRUDER M 800.
9
OVERALL SCENARIO:- Indian two wheeler industries saw a slight growth of 1.04%
during the April-May period of 2013 compared against the same period of 2012. A total of
2,374,253 units were sold during.
During the period as 2,349,814 units were sold in April-May 2012.
OVERALL MARKET SHARE OF TWO WHEELER MANUFACTURERS
10
Now if we concentrated on type wise segmentation of two wheelers sales volume can be
compared as- For Motorcycles
MARKET SHARE OF VARIOUS TWO WHEELER MANUFACTURERS
FOR MOTORCYCLES IS:-
For Scooters the facts are as follows – Sales Volume
11
SALES VOLUME CHANGE COMPANY WISE IN APRIL-MAY 2012-13 AND APRIL-MAY 2013-14
MARKET SHARE OF SCOOTER SEGMENT:-
1.2 CONCEPT OF STUDY
The research is concentrated on To Check The Satisfaction Level of Customers Toward TVS
Motors And studying the effectiveness of Sales Promotion Strategies used by TVS motors
with reference to Pune City. The Research was carried out from “16th of May 2013 to 15th July
2013 under TVS Motors. During this period Summer Internship Program was completed for
partial fulfillment of MASTER OF BUSINESS ADMINISTRATION through Sinhgad
Institute of Technology, Kusgoan (Bk), Lonavala, Pune. The Summer Internship Program was
started with a leakage analysis of the customers visited TVS’s authorized distributor during
the period of March 2013 to June 2013.It was followed by prelaunch activities of SARAN
TVS which was going to be inaugurated on 18th of August. During this prelaunch activity
various sales promotion activities like pamphlet distributions, Presentations at various 11 th,12th
tuition classes or IITJEE, AIEEE COACHING CENTRES were done to make students aware
about the Special marks multiplier schemes and offers for 10 th,11th,12th students. The
pamphlets were of SARAN TVS and of various vehicles of TVS and of special marks
multiplier schemes. Prelaunch activity also included all vehicle rallies being conducted in the
NEW SANGVI, PUNE. To make the people in the vicinity aware about the new TVS outlet
starting near their residence. After the launch it was a time for Apache’s Sales Promotion
event which was arranged to celebrate the sale of 1 million TVS Apache. The event was
arranged by Event Management Company which was conducted at Amanora Town Center
12
shopping Mall which is favorite destination for most of the crowd of Pune City. The event
was named as “1 million Apache Celebrations on 2nd June 2013”.This event featured “RLA’s
Live in concert “ and ‘Apache PRO PERFORMERS live in action who were performing
stunts on Apache bikes. This event was targeted was towards the people visiting mall and the
day was selected as it was a Sunday. According to Mall authorities Sunday is the day when
maximum no. of people comes to mall to shop or to eat or to watch a movie. After this event
the remaining summer internship program was carried out at a ‘Loan and Exchange Mela
’which as carried out under BALAJI AUTOMOTIVE (A multi brand service center) at Left
Bhusari Colony, Kothrud. This event was most successful among the all because it attracted
most know of customers. In this event the customers were not only given a chance to
exchange their old vehicles with the new one from TVS but catered with various promotional
schemes like marks multiplier scheme as mentioned above, promotional loan schemes
specially made for loan and exchange mela by TVS CREDIT SERVICES LTD (A VEHICLE
FINANCE FIRM OF TVS GROUP).The people were also getting various benefits like free
petrol tank offer on Sunday booking,
Discount on accessories for cash customers, etc. Primary data required to study of the check
the existing customer satisfaction level and effectiveness of Sales promotion strategies was
collected through well structured questionnaire which was filled by sample space of 176
customers (sample units) who bought a TVS vehicle from different three locations as Century
TVS Bhandarkar Road/Wakdewadi, SARAN TVS New Sangvi and Loan and Exchange Mela
at Kothrud.
SOME OF SALES PROMOTION STRATEGIES ARE AS BELOW:-
1. Pamphlet of marks multiplier scheme.
2. Passes of Apache celebration event at Amanora.
3. Pro performers performing at Apache’s Event at Amanora Town Center
13
4. Free gift (A folder for documents to 10th,11th And 12th students attending
presentations at coaching classes or booking a vehicle)
5. TVS all vehicle rally
1.3 STATEMENT OF PROBLEM
Though the Two wheeler automotive sector is going to be among the fastest growing sector in
India but as the recent trend shows the sales of almost all the two wheeler manufacturers had
declined in 2012-13. In such situation one has to take into account the spending of these
manufacturers for their marketing activities. In the declining phase of the industry if TVS or
any other market leader in this sector has to increase the sale they have to use various
innovative sales promotion tools to push their product to the customer. The cost of sales
promotion is as high as 70% as the marketing communication budget of the company.
So in this context the effectively of various sales promotional tools has to be evaluated as the
results will enable the company to take crucial decisions of spending on different sales
promotional tools as per their affectivity. This research can be helpful to also decide about
when and where, which sales promotional tool will be helpful to boost the sales of a company.
Also check the satisfaction level of customer. They are also satisfied with our product or not.
About services provided by company/deller and about the quality of product as well as
14
performance of product. Mileage of product or consider all features of product. To proper
evaluate.
1.4 OBJECTIVE OF THE STUDY
To know about the sales & promotional strategies implemented by TVS MOTORS In
Pune City.
To compare the demand of Two Wheeler Between TVS Motors and Competitors.
To study the Customer Satisfaction Level after Sales.
1.5 SCOPE OF STUDY
Research also analyses if the customer feels that the sales promotional activities by
TVS motors are helpful to them.
It focuses on importance of various sales promotion activities towards the sale of
Company.
Helpful for company to developed of strategy.
Further researcher can use this Data ( Primary DATA).
15
1.6 LIMITATION
Research is limited to the PUNE city only so it can or cannot be helpful to decide upon
the promotion decisions for other regions.
Time constraint for the research was 2 months.
Only current customers of TVS were taken as sample units , so research is concentrated
on their perceptions after availing services.
Sometimes the customers were so busy in buying process that they were not so serious
about filling the questionnaire.
16
Type Public
Traded as BSE: 532343 , NSE: TVSMOTOR
Industry Automotive
Predecessor(s) • Sundaram - Clayton Limited Moped Division
• India Motor Cycles Limited
• TVS - Suzuki Limited
Founded 1978
Founder(s) Sundaram
Headquarters Chennai, India
Number of locations 3 two wheeler and 1 three wheeler plants
Key people Venu Srinivasan
(Chairman & MD)
Products Motorcycles, scooters, three-wheeler vehicles
Revenue Rs.74.34 billion (US$1.2 billion) (2012)
Profit Rs.13.2 billion (US$210 million) (2012)
Parent Sundaram - Clayton Limited
Website www.tvsmotor.in
Motor Company Limited, which is part of TVS Group, manufactures motorcycles, scooters,
mopeds and auto rickshaws in India.
TVS IN BRIEF:-
TVS Motor Company is the third largest two-wheeler manufacturer in India and one among
the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and
is the flagship company of the USD 4 billion TVS Group.
A Bike For Any one.
TVS motor currently manufactures a wide range of two wheelers from mopeds to racing
inspired motorcycles.
Motorcycles:- (Apache Series RTR, Phoenix 125, MAX 4R, Star City, Sport)
Variomatic Scooters:- (Jupiter, Wego, Scooty Streak, Scooty Pep+,)
Mopeds:- (TVS XL Super, TVS XL SUPER Heavy Duty)
PENCHANT:- The company has 4 plants - located at Hosur and Mysore in South India, in
Himachal Pradesh, North India and one at Indonesia. The company has a production capacity
of 2.5 million units a year.
INNOVATION AT THE HELM:-
TVS Motor's strength lies in design and development of new products – the latest launch of 7
products on the same day seen as a first in automotive history. We at TVS deliver total
customer satisfaction by anticipating customer need and presenting quality vehicles at the
17
right time and at the right price. The customer and his ever changing need is our continuous
source of inspiration.
HERITAGE:- TVS Group – 100 years young
The TVS Group has always been inspired by a century long mission and vision of its own
destiny. It is not just a business but a way of doing business. Which Sets TVS Apart from
other. Back in 1911, to the founder of the company, the ordinary ambitions of a bus fleet
operator or a vehicle servicing business would not suffice. Rather, he wanted to create an
enduring business led by a family of likeminded.
AWARDS:- Most Trusted Brand
TVS is India’s most trusted brand in the TWO wheeler category.
Source: economic Ties most trusted brand.
CII ITC SUSTAINABILITY AWARDS 2012:-
TVS Motor Company Ltd is a winner of the CII ITC Sustainability Awards 2012, Certificate
of Commendation for Significant Achievement.
EXPORT:-
TVS Motor Company has been awarded 'Star Performer - Silver Shield' in two/three wheelers
category, by EEPC India, for excellent export performance for year 2007-08.
LEADERSHIP:-
Star of Asia Award to Mr. Venu Srinivasan. CMID TVS Motors Company by Business Week
International.
He was also honored with Doctorate in science by university of warwick, united Kingdom.
Mr. Venu Srinivasan was conferred with the prestigious JRD TATA corporate Leadership
Award for the year 2004.
ENGINEERING:-
The Deming Prize – TVS Motors Company is the only two-wheeler companyin yhe world to
be awarded the world most prestigious and coverd recognition in total quality management.
18
Technology award 2002 from Minisrty of science, Government of india for thesuccessful
commercialization of indigenous technology for TVS Victor
CURRENT TRENDS IN TVS
India is highly populous country with the huge middle class population .Two Wheelers
Are becoming a most common mode of transport for middle classes.
BUSINESS OUTLOOK AND OVERVIEW OF TVS MOTOR
The uncertainty witnessed in 2012-13 is likely to continue during 2013-14. Global economy
showed no signs of recovery during 2012-13 and is expected to be more uncertain. This may
result in volatile crude and commodity prices and fluctuations in foreign exchange rates. In
domestic economy, continued inflationary pressures, lower private consumption and high
interest rates are likely to affect sentiments. The two wheeler industry growth is also
consequently.
COMPANY PERFORMANCE
The Company's overall two wheeler sales declined by 7% mainly due to overall sluggish
performance of the industry. Mopeds grew at 1.9% while motorcycles declined by 10.5% and
scooters by 15%. Three wheeler sales of the Company increased by 22.3% from 0.40 lakh in
2011-12 to 0.49 lakh in 2012-13. Sales of spare parts grew by 6.5%. Economic Times
conducts an annual survey to select most trusted brands across categories, based on attributes
of Quality, reputation, pride and recommendation among others. The Company was awarded
with the coveted title of "India's most trusted brand in the 2W category for the year 2012"
and the Company was also conferred "CII-ITC Sustainability award for 2012" by the
President of India.
The Company's total revenue including other income marginally fell from Rs.7, 163.23 Cr in
the previous year to Rs.7, 088.84 Cr in the current year 2012-13. The Profit before tax (PBT)
(before
Exceptional and extraordinary items) for the year 2012-13 wasRs.254.42 Cr compared to
Rs.316.46 Cr achieved in the previous year. Similarly Profit after Tax (PAT) for the year
2012-13 was Rs.116.02 Cr compared to Rs.249.07 Cr achieved in the previous year, after
considering the extraordinary and exceptional item
TWO WHEELER OPERATIONS DOMESTIC19
The Company's sales declined by 4.9% in the domestic market. In motorcycle category, the
decline was higher at 8%. This was due to the absence in Executive Segment for a greater part
of the year, which will be addressed by the recently launched TVS Phoenix 125. Category
shift from motorcycles to scooters continued in 2012-13 also, bringing more male buyers into
the category. The shift in the scooter consumer preferences towards bigger scooters resulted
in drop of TVS Scooty sales.
Consolidation of TVS Wego will address this issue. Overall sales of scooters in the domestic
market declined by 13.1%. Mopeds grew by 2.7% despite weak macro economy and deficit
monsoon affecting the rural economy. The Company's products are distributed by network of
authorized dealers across India. The Company has strong distribution network in the 2W
industry and it continuously seeks to increase its distribution reach.
EXPORTS
The Company's two wheeler exports declined by 22.1% in 2012-13 due to demand
contraction and trade barriers created in some major export markets. The scenario however is
expected to improve during 2013-14.
TIE UP WITH BMW MOTORRAD
The Company entered into a long-term 'cooperation agreement' with BMW Motored,
Germany. This agreement inter alia is to source technological know-how for jointly
developing and producing high-end motorcycles that will cater to the segment below 500 cc.
Both the Companies intend to leverage each other's strengths to deliver a new series of
products offering cutting edge technology to the customers.
THREE WHEELER OPERATIONS
Domestic sales of three wheelers increased by 8.1%. TVS three wheeler exports grew by
30.2% during 2012-13.
OPPORTUNITIES AND THREATS
Long term prospects for 2W industry continue to be attractive. The favorable demographic
profile, low penetration of 2W, the rising income of the Indian middle class, significant
portion of Indian population having no or limited access to decent
20
transportation infrastructure and congestion in large cities work in favor of Indian 2W
industry.
Preference of owning a personal transport has gone up over the last few years. These trends
are expected to continue in the medium to long term, though 2013-14 may suffer due to weak
economic growth. With launch of Phoenix in the executive segment, the Company will have
presence in all segments of Two Wheeler industry. To address the growing need of scooter
usage by men, the Company will be launching a new scooter in the coming year. This new
launch would further
significantly strengthen the Company's presence in the scooter segment.
The Company will continue to leverage its in-house retail finance arm to contribute to growth
and increase the retail finance penetration.
CORPORATE SOCIAL RESPONSIBILITY
Srinivasan Services Trust (SST), co-sponsored by the with the vision of building self-reliant
rural community, was established in 1996. Over 17 years of service, SST has played a pivotal
role in changing lives of people in rural India by creating self-reliant communities that are
models of sustainable development. At present, SST is working in 1,124 villages spread
across Tamil Nadu, Karnataka, Maharashtra, Himachal Pradesh and Andhra Pradesh. Its
major focus areas are: Economic development, Health, Education, Environment.
INFRASTRUCTURE ITS SIGNIFICANT ACHIEVEMENTS ARE:-
• Through partnership with the community, helped to form over 3,744 self Help Groups
(SHG)
• 100% enrolment of children in schools achieved and over 48,237 adult women made literate.
• Proper solid and liquid waste management practices adopted in 1,068 villages.
• Over 1,75,205 hectares of degraded forests reforested and 10,766 hectares of dry lands
covered by watershed development activities.
• Over 57,010 families have taken up income generation activities. They earn an additional
income from Rs.2, 500/- to Rs.5, 000/- per month.
• SHG members have a group savings of Rs.16.57 Cr,
• Over 1, 05,099 families living in these villages have a monthly income around Rs.12, 000/-
per family.
21
WHAT IS RESEARCH?
Research can be defined as, “Logical and Systematized application of the fundamentals of
science to the general and overall questions of a study and scientific techniques which provide
precise tools, specific procedures and technical, rather than philosophical means for getting
and ordering the data prior to their logics and manipulation.”
According to Redman and more “research is systematized effort to gain knowledge.”
According to Robert Ross, “Research is essentially an investigation, a recording and
analysis of evidence for the purpose of gaining knowledge.”
WHAT IS MARKETING RESEARCH?
Marketing Research is defined as the objective and formal process of systematically
obtaining, analyzing and interpreting data for actionable decision making in Marketing.
ACCORDING TO AMERICAN MARKETING ASSOCIATION
“Marketing Research is the function which links the consumer, customer and public to the
marketer through information – information used to identify and define marketing
opportunities and problems ; generate ,refine and evaluate marketing actions ; monitor
marketing performance ;and improve understanding of market as process.”
22
TYPES OF RESEARCH:-
1. Exploratory Research
2. Descriptive Research and
3. Causal Research
RESEARCH DESIGN USED IN THIS PROJECT:-
Descriptive Research design is followed in this project. This is typically concerned with
Determining the frequency with which something occurs or how two variables vary
Together .Besides these, it helps to describe the characteristics of certain groups, to
Estimate the proportion of people in a specified population, to make specific predictions And
to determine whether certain variables are associated.
DESCRIPTIVE RESEARCH STUDIES CAN BE DIVIDED INTO TWO
BROAD CATEGORIES:-
cross-sectional and longitudinal.
This research is a cross sectional descriptive research. Cross sectional Research is concerned
with a sample of elements from a given population. Also it is a Survey Research type of
cross sectional studies.
SOURCES OF DATA COLLECTION:-
PRIMARY DATA:- Through Questionnaires
SECONDARY DATA:- Through official website of TVS Motors
Books of Marketing Research
Some Research Papers and some other Websites.
SAMPLE SIZE:- 176 Respondents SAMPLING UNIT – Customers who most
recently bought TVS Motor’s two wheeler automotive vehicle.
QUESTIONNAIRE DESIGN:-
23
Structured Undisguised questionnaire was used in the study for the purpose of data
Collection .Both close-end and open-end questions are used in this questionnaire because
The statement of alternatives in the close –end questions allows the respondent in
Recalling and formulating the answer and in the open –end questions the respondents has
Got the freedom to express his views in his own words pertaining to any aspect of the
Issue raised.
RESEARCH AREA:-
The Survey was carried out by interviewing customers who bought TVS’s vehicle from
following three places
Century TVS, Bhandarkar Road/Wakdewadi (Authorized distributor)
SARAN TVS, New Sangvi, Pune(ASC Sub dealer under TVS motors)
Loan and exchange mela of TVS at BALAJI Automobile-a multi brand service center
for two wheelers at left Bhusari Colony, Kothrud, Pune.
Compare the demand of two wheeler between TVS Motors and
competitors.
Figure No. 4.1
TVS HERO HONDA BAJAJ YAMAHA OTHER0
500
1000
1500
2000
2500
3000
3500
4000
PCMCPMC
Table No. 4.1
24
TVS HERO HONDA BAJAJ YAMAHA OTHER Total
PMC 800 2000 2400 1600 800 400 8000
PCMC 400 1000 1200 800 400 200 4000
Interpretation:-
Maximum Market share occupied by HONDA After HERO After BAJAJ And Equal Share
Occupied by TVS & YAMAHA , Remain Others. Limited to Pune City.
Gender
Figure No. 4.2
Total Respondent-176
59%
41%
GENDER
MaleFemale
25
Table No. 4.2
Male Female Total
104 72 176
Interpretation:-
Out of the total sample size (176), 72 sample units were females where 104 were males.
Marital Status
Figure N0. 4.3
Total Respondent-176
36%
64%
Marital Status
SingleMarried
26
Table No. 4.3
Single
Marrie
d Total
64 112 176
Interpretation:-
Out of the total sample size (176), 64 sample units were single where 104 were married.
Education level
Figure No. 4.4
Total Respondent-176
15%
70%
15%
EDUCATION LEVEL
InterGraduation Post Graduation
27
Table No. 4.4
InterGraduatio
nPost Graduation Total
26 124 26 176
Interpretation:-
Out of the total sample size (176), 15% sample units were pass inter & graduation And 70% Pass
Post Graduation
.
Occupation
Figure No. 4.5
Total Respondent-176
28
23%
73%
4%
OCCUPATION
StudentWorkingNot Working
Table No. 4.5
Studen
t
Workin
g Not Working
Tota
l
40 129 7 176
Interpretation:-
From the above table shows that the respondents of the occupation are mostly
employees ( working ) numbered 129, student numbering 40 , and not working people 7.
Age Group
Figure No. 4.6
Total Respondent-176
29
18-24 25-34 35-44 45 Above0
10
20
30
40
50
60
70
Table No. 4.6
Age
Group
No
People
18-24 57
25-34 62
35-44 43
45 Above 14
Total 176
Interpretation:-
From the above table shows that the respondents of the age group of years above 45 i.e. The
maximum number of respondent 62 in group 25-34, after 57 in group 18-24 And Second last
respondent group in 35-44 number of respondent 43, last group of respondent is 45 Above
Size is 14 respondent.
Q 1. Is TVS Vehicle your first Two-wheeler?
30
Figure No. 4.7
80%
20%
Total Respondent-176
YesNo
Table No. 4.7
Yes No Total
141 35 176
Interpretation:-
The total client is 176. 80% client in new customer of TVS and remaining 20% is existing
customer of TVS.
Q 2. Which TVS Two Wheeler vehicle do you have?
Figure No. 4.8
31
7%5%
1%5%
42%7%
31%
2%
Total Respondent-176
Apache RTR Phoenix Star Sport WegoStreak-Refresh Scooty Pep+Heavey Duty XL
Table No. 4.8
Apache RTR
Phoenix
Star
Sport
Wego
Streak-Refresh
Scooty Pep+
Heavy Duty XL
Total
Interpretation:-
Above question shows the no. Of sample units who own various vehicles of TVS motors.
Q 3. Which of the following factors did you consider before buying?
Figure No. 4.9
32
15%
15%
1%1%
26%
28%
13%
Total Respondent-176
ColourCostEase Of MaintenanceGood FeaturesGood MileagePowerLook & Style
Table No. 4.9
Color 27
Cost 27
Ease Of Maintenance 2
Good Features 2
Good Mileage 46
Power 49
Look & Style 23
Total 176
Interpretation:-
The above graph shows the number of what features you consider while you purchase in the
total persons Good mileage by 46, and Cost by 27 and Ease of maintenance by 2, Look and
Style by 23, Good features by 2, and Power by 49.
Q 4. Are you satisfied with your vehicle mileage?
Figure No. 4.10
33
20%
52%
15%
9%5%
Total Respondent-176
Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied DissatisfiedHighly Dissatisfied
Table No. 4.10
Highly Satisfied 35
Satisfied 91
Neither Satisfied Nor
Dissatisfied 26
Dissatisfied 15
Highly Dissatisfied 9
Total 176
Interpretation:
The above graph shows the number of people who satisfied with mileage of the
vehicle in the total respondents response given by persons.
Q 5. What do you think rate customer service TVS Two Wheelers?
34
Figure No. 4.11
22%
29%31%
9% 9%
Total Respondent-176
Very GoodGoodAveragePoorVery Poor
Table No. 4.11
Very Good 39
Good 51
Average 54
Poor 16
Very Poor 16
Total 176
Interpretation:-
The above graph shows the Maximum number of customer who average satisfied with
customer services of the TVS vehicle in the total respondent’s response given by customer
and remaining satisfaction level shows by graph.
Q 6. How do you feel about company’s response towards customers?
Figure No. 4.12
35
18%
26%
30%
13%
14%
Total Respondent-176
Very GoodGoodAveragePoorVery Poor
Table No. 4.12
Very Good 31
Good 45
Average 53
Poor 23
Very Poor 24
Total 176
Interpretation:-
The above graph shows the number of response of company towards the customers from the
total number of 176 people. Very good 31, Average 53, Poor 23 and very poor are 24.
Q 7. Did you receive the product on delivery time?
36
Figure No. 4.13
90%
10%
Total Respondent-176
YesNo
Table No. 4.13
Yes No Total
159 17 176
Interpretation:-
The above graph shows the number of customers who receive the product on delivery
time is yes by 159 customers and no by 17 customers.
Q 8. Are you satisfied with after sales services provided by TVS?
37
Figure No. 4.14
17%
54%
16%
8%5%
Total Respondent-176
Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied DissatisfiedHighly Dissatisfied
Table No. 4.14
Highly Satisfied 30
Satisfied 95
Neither Satisfied Nor Dissatisfied 28
Dissatisfied 14
Highly Dissatisfied 9
Total 176
Interpretation:-
The number of customers who satisfy/not satisfied with the after sales service of the
company from a number of 176 customers. Highly satisfied 30, Satisfied 95, Neither Satisfied
Nor Dissatisfied 28, Dissatisfied 14 and Highly Dissatisfied 09.
Q 9. Did you take test-drive of the vehicle before buying?
Figure No. 4.15
38
80%
20%
Total Respondent-176
YesNo
Table No. 4.15
Yes No Total
140 36 176
Interpretation:-
The above graph shows the number of customers who were offered test drive for the
product is yes by 140 customers and no by 36 customers.
Q 10. Are you satisfied with usage of your Bike / Scooter?
39
Figure No. 4.16
18%
53%
16%
9%4%
Total Respondent-176
Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied DissatisfiedHighly Dissatisfied
Table No. 4.16
Highly Satisfied 31
Satisfied 94
Neither Satisfied Nor Dissatisfied 29
Dissatisfied 15
Highly Dissatisfied 7
Total 176
Interpretation:-
The above table shows that the respondents who satisfied with dealer’s performance is
Satisfied 94, Highly Satisfied 31, Neither Satisfied Nor Dissatisfied 29, Dissatisfied 15 And
Highly Dissatisfied 7.
Q 11. How do you rate the experience at the TVS showroom?
40
Figure No. 4.17
79%
21%
Total Respondent-176
SatisfiedNot satisfied
Table No. 4.17
Satisfie
d Not satisfied Total
139 37 176
Interpretation:-
The above graph shows the consumer’s experience at show room the number of customers
who feel satisfied is 139 and who feels not satisfied is 37.
Q 12. Will you like to purchase a bike again from TVS in near future?
41
Figure No. 4.18
66%
12%
22%
Total Respondent-176
DefinitelyDefinitely NotMight be
Table No. 4.18
Definitely 116
Definitely Not 21
Might be 39
Total 176
Interpretation:-
The above table shows that 66% of the customers are definitely repeat purchase, 22% of the
customers might be have repeats the purchase and 12% of the customers definitely not
purchase.
Q 13. Will you recommend TVS product to anybody?
42
Figure No. 4.19
72%
28%
Total Respondent-176
YesNo
Table No. 4.19
Yes No Total
126 50 176
Interpretation:-
The above graph shows the number of people who recommend TVS Two Wheelers in
the total persons yes by 126 and No by 50.
Q 14. What was the source through which you decided to buy this vehicle?
43
Figure No. 4.20
48%
13%
27%
13%
Suggestion by relative or friendsAdvertisement in TV/news-paper/magazineSales promotional activitiesPast experience with TVS'S ve-hicle
Table No. 4.20
Suggestion by relative or friends 84
Advertisement in
TV/newspaper/magazine22
Sales promotional activities 48
Past experience with TVS'S vehicle 22
Total 176
Interpretation:-
Among all Suggestion by relative or friends attracted 84 out of 176 customers towards buying
the vehicle while 48 of 176 were attracted by sales promotional activities and 22 were
attracted by Advertisement in TV/newspaper/magazine/ Past experience with TVS'S vehicle.
Q 15. Which of the following promotional activities attracted you towards
buying this vehicle?
44
Figure No. 4.21
9%
23%
28%11%
29%
Total Respondent-176
Apache's sales promotion event at AMANORA TOWN CENTERSpecial marks multiplier scheme for 10th, 11th, and 12th stu-dentsFree insurance for 1 year on every scooterTVS vehicle rally and pamphletLoan and exchange mela
Table No. 4.21
Apache's sales promotion event at AMANORA TOWN CENTER 16
Special marks multiplier scheme for 10th, 11th, and 12th students 40
Free insurance for 1 year on every scooter 49
TVS vehicle rally and pamphlet 20
Loan and exchange mela 51
Total 176
Interpretation:-
Customers towards buying the vehicle while 16 of 176 were attracted by apache’s sales
promotional event the featured a live in concert from rla and live performers of among all
loan and exchange mela attracted 51 out of 176 stunts. However 40,49 and 20 were attracted
by marks multiplier scheme ,free insurance and TVS all vehicle rally and pamphlet
distribution.
Q 16. Do you agree that sales promotional activities implemented by TVS
Motors are helpful for customers?
45
Figure No. 4.22
23%
31%24%
16% 6%
Total Respondent-176
Strongly agreeAgreeNeutralDisagreeStrongly disagree
Table No. 4.22
Strongly agree 41
Agree 54
Neutral 42
Disagree 28
Strongly disagree 11
Total 176
Interpretation:-
Among all activities implemented by TVS in Pune city 54 out of 176 respondents say agree,
42 say neutral, 41 say strongly agree And 28 & 11 respondent say Disagree & Strongly
disagree.
Q 17. Do you think there should be improvement or changes in such sales
Promotional activities?46
Figure No. 4.23
21%
79%
Total Respondent-176
YesNo
Table No. 4.23
Yes No Total
37 139 176
Interpretation:-
37 out of 176 respondents think that there should be improvement or some changes in these
kind of sales promotional activities in order to get the more benefits out of it or may be due to
some unacceptable circumstances happened with them while taking benefits of such activities
earlier. However 139 out of 176 say there is no need of any changes or improvements as they
are satisfied with the current benefits.
FINDINGS
47
1. TVS enjoys a high patronage from its customers.
2. Most of the customers had a good experience of shopping at TVS.
3. The satisfaction levels can also measured with the level of recommendations to friends
and associates; It is evident that more than 80% customers are satisfied with the service
offered at TVS
4. The probability that the customers would repeat that purchase at the same showroom is
high, which is a good sign.
5. It has been observed that 10% of customers have reported a slack in the delivery
process.
6. 42% of total respondents were owning TVS WEGO,31% scooty pep+ and 7% scooty
streak, from this we can clearly say that TVS Motor has a command on scooter segment but
the same time the sample units owning phoenix were only 5% and Star City, Sport were 1%
and 5% respectively.
7. 80% of the respondents say this is their first TVS TWO wheeler, so expectations of
these customers can be taken into account for future developments.
8. Various sales promotional activities was the source through which Maximum of the
customers decided to buy the TVS vehicle.
9. According to ratings given by customers as which of the sales promotional tool will
create most impact on consumer’s buying preference towards two wheeler vehicle, highest is
LOAN AND EXCHANGE MELA followed by FREE INSURANCE FOR 1 YEAR,
SPECIAL MARKS MULTIPLIER SCHEME, TVS’S ALL VEHICLE RALLY AND
APACHE’S SALES PROMOTION EVENT AT AMANORA TOWN CENTER respectively.
10. 79% of customers say there should be changes or improvement in sales promotional
activities.
SUGGESTIONS
48
The overall sales satisfaction index from the study reveals that the company is
performing very well and customers buying are much satisfied with the service given to them.
The only couple problem noticed are:
1. Some of the customers have complained about the slack in the delivery process and
timings. Therefore, this is the area which I recommend to the showroom to focus a little bit
more. It needs to improve its delivery process and time. Need to become little quick and fast.
2. Some of the customers have also complained about the after purchase services provided
by the showroom. Even though the complaints are minor, the showroom needs to resolve the
customer after purchase service issues in order to achieve customer satisfaction.
3. The maximum sale of TVS constitute of scooters so it is quite obvious that the
motorcycles are lagging behind some or other way, so various sales promotional activities
should be implemented to boost the sale of products like PHOENIX 125.
4. needs to develop motorcycles with better features to compete the leaders in market like
Discover 100T,125ST,Shine,Pulsar,etc.
5. As shown by the research LOAN AND EXCHANGE MELAS were the most successful
to attract the customer, so in order to increase the effectiveness of another sales promotional
tools.
6. After implementing the promotional strategies, a small training should be given to
dealers so that they can explain the offers and benefits to the customers properly.
7. As per the suggestion of the customers there should be time to time improvement in the
sales promotion strategies considering maximum benefits to the customers.
TVS Motors as a name itself is a highly marketable and saleable name in the market of two
wheeler in India and in some parts of the world. It holds an important place in the minds of
49
the consumer by providing efficient service and better products. Their engineering is
comprehensive.
Consumer response towards TVS Motor is very good. It has created a very good brand image
for itself by providing low maintenance, fuel efficient, sleek looking models along with
efficient after sales service. The awards won by the TVS such as Most Trusted Brand shows
its acceptance in the mind of Indians.
The performance of TVS along with total automotive industry is declined in last 1 year, so it
is necessary to boost the sales as much as possible to be in the competition profitably.
Sales promotion strategies are the best weapon to fight with the declining Sales of TVS.
Therefore it becomes necessary to develop innovative sales promotion strategies in order to
attract as many as the customers possible.
A company has to be cautious about the spending it incurs on the various sales promotional
tools. Effectively of individual sales promotion strategy is evaluated in this research to show
how they have affected the consumer to buy the vehicle. On the basis of the research it will be
helpful to decide upon the spending and the implementations of various Sales promotional
strategies at the right place, right time and to benefit the right people.
With respect to the above study and the findings thereby, the company has definitely
entrenched into the urban market. With few more concerted efforts, the said organization
needs to enter the rural market in order to completely establish itself all over. The above study
will help the consumers to get more awareness about TVS TWO WHELLER and it will also
help to TVS motors to capture the market of urban as well as rural markets.
BOOKS REFERRED:-
50
Marketing Management , A South Asian Perspective
Marketing Research,4th edition by G C Beri
The Marketing White book 2013-2014
WEBSITE REFERRED:-
tvsmotor.in
bikeindia.in
wikipedia.org
www.icra.in
siamindia.in
business-standard.com
autobei.com
Zigwheels.com
QUESTIONNAIRE
51
Dear Respondent,
We are conducting a survey on behalf of TVS Company regarding the non-geared, two-
wheeler vehicles. We request you to fill this questionnaire, which would be of immense help
for our study. We assure you that the data collected shall be kept strictly confidential.
Name:
_______________________________________________________________________
Address:
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Phone: _____________________________ Email id: ______________________________
Kindly tick the appropriate box wherever required:
Gender: Male Female
Age Group: 18 to 24 25 to 34 35 to 44 > 45 Above
Marital Status: Single Married
Education level: Inter Graduation Post Graduation
Occupation: Student Working Not Working
Monthly family income: 5000-15000 15000-25000 25000-50000 Above
1. Is TVS Vehicle your first Two-wheeler?
Yes No
2. Which TVS Two Wheeler vehicle do you have?
TVS Apache RTR Phoenix Star Sport
Wego Streak-Refresh Scooty Pep+
3. Which of the following factors did you consider before buying? (Tick 1 or more)
Mileage Cost Ease of Maintenance Colors Styling
52
Riding ease & comfort Power
4. Are you satisfied with your vehicle mileage?
Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied
Dissatisfied Highly Dissatisfied
5. What do you think rate customer service TVS Two Wheelers?
Very Good Good Average Poor Very Poor
6. How do you feel about company’s response towards customers?
Very Good Good Average Poor Very Poor
7. Did you receive the product on delivery time?
Yes No
8 Are you satisfied with after sales services provided by TVS?
Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied
Dissatisfied Highly Dissatisfied
9. Did you take test-drive of the vehicle before buying?
Yes No
10. Are you satisfied with their usage of the Bike / Scooter?
Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied
Dissatisfied Highly Dissatisfied
11. How do you rate the experience at the TVS showroom?
Satisfied Not satisfied
12. Will you like to purchase a bike again from TVS in near future?
Definitely Definitely not Might be
13. Will you recommend TVS product to anybody?
Yes No
14. What was the source through which you decided to buy this vehicle?
Suggestion by relative or friends
53
Advertisement in TV/newspaper/magazine
Sales promotional activities
Past experience with TVS'S vehicle
15. Which of the following promotional activities attracted you towards buying this vehicle?
Apache's sales promotion event at AMANORA TOWN CENTER
Special marks multiplier scheme for 10th, 11th, and 12th students
Free insurance for 1 year on every scooter
TVS vehicle rally and pamphlet
Loan and exchange mela
16. Do you agree that sales promotional activities implemented by TVS Motors are helpful
for customers?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
17. Do you think there should be improvement or changes in such sales Promotional
activities?
Yes No
18. Please give your comments/suggestions to enable us to improve satisfaction of customers
at this TVS Two Wheelers authorized showroom.
_______________________________________________________________________
54
55