Full Project - Tvs Appache - New

7/29/2019 Full Project - Tvs Appache - New

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CHAPTER I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

The present study aims at understanding the extent of customer

satisfaction with special reference to service operation of the dealer on

agency, various aspects like quality of service offered, service charges,

responsibility, satisfaction for servicing bike with this particular dealer of

agency, satisfaction regarding attending the complaints, delivery of vehicle

on the due date was concentrated upon and surveyed too. The study also

enabled in understanding the buyer segment that preferred bike the most,

with the data like age, income, and occupation that was related to the type

of vehicle they preferred.

Customer or consumer is central theme of the marketing system. For

a product to sell, with or without advertising it must, satisfy some needs of

the consumer .These needs dominate the behaviour of the consumers.

Buying motives that prompt the buyers to buy a product May behaviour

fear, desire for money, vanity, pride fashion, possession, status, sex or

romance, affection and comfort.

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The production concept holds that consumer will buy products that

are affordable and available and therefore management major task is to

improve production and distribution of in efficiency and bringing down

prices. The products concept hold that consumer's factors quality products

that are at reasonable price and therefore title promotional effort is

required.

The selling concept holds that main task of the company is to

determine a choosen set of customer needs, preference and adopt the

company to deliver the desired satisfaction.

The social marketing concepts holds that the main of the company is

to generate customer satisfaction and long sum customer and social well

being as the key satisfy.

Organizational goes and responsibilities:

Satisfied customer is one who.

Buys more and remain legal for a long time.

Buys additional products as the company introduces

upgrades its products.

Talks favorably about the company and its products.

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Pay less attention to competing brands is less sensitive

1.2 CONSUMER BEHAVIOUR

Consumer behaviour may be defined as that behaviour exhibited by

people in planning, purchasing and using economic gross and service.

Consumer behaviour is an internal part of human behaviour and cant be

separated from it fact the consumer behaviour is subset of human

behaviour, This does not mean that all human behaviour is consumption

oriented. Human behaviour refers to the total process by which individual

interest with their environment. Consumer behaviour is the act consuming

or using goods or services.

Consumer behaviour results from individual and environmental

influences consumer of a purchase the goods and services which they want

others to accept behaviour is therefore determined by the individual

psychological makeup and the influence of others. Thus behaviour is the

result in interaction of the consumer personal influence and pressures

extended upon them by outside forces in the environment.

Buyer behaviour is the process by which individual decide whether,

what, where, how and from whom, to purchase goods and services.

Understanding buyer behaviour is essential in marketing and planning

programmes.

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BRAND

A brand is a name, term, symbol or design or combination of them

which is internal to identify the goods and services of seller or a group of

sellers and of differentiates them from those of competitors.

BRAND NAME

Brand name consists of words, letters and or number which may be

vocalized or pronounced.

BRAND MARK

It is that part of brand which appears in the form of a symbol, design

or distinctive coloring or lettering.

BRAND EQUITY

Brand equity is the marketing effects and outcomes that accrue to a

product with its brand name compared with those that would accrue if the

same product did not have the brand name. Fact of the well-known brand

name is that, the company can sometimes charge premium prices from the

consumer . And, at the root of these marketing effects is consumers'

knowledge. In other words, consumers' knowledge about a brand makes

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manufacturers and advertisers respond differently or adopt appropriately

adept measures for the marketing of the brand.

The study of brand equity is increasingly popular as some marketing

researchers have concluded that brands are one of the most valuable assets

a company has. Brand equity is one of the factors which can increase the

financial value of a brand to the brand owner, although not the only one.

Elements that can be included in the valuation of brand equity include (but

not limited to): changing market share, profit margins, consumer

recognition of logos and other visual elements, brand language

associations made by consumers, consumers' perceptions of quality and

other relevant brand values.

"Brand equity is strategically crucial, but famously difficult to

quantify. Many experts have developed tools to analyze this asset, but

there is no universally accepted way to measure it." In a survey of nearly

200 senior marketing managers, only 26 percent responded that they found

the "brand equity" metric very useful.

BRAND IMAGE

Brand image is the current view of the customers about a brand. It

can be defined as a unique bundle of associations within the minds of

target customers. It signifies what the brand presently stands for. It is a set

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of beliefs held about a specific brand. In short, it is nothing but the

consumers perception about the product.

It is the manner in which a specific brand is positioned in the

market. Brand image conveys emotional value and not just a mental image.

Brand image is nothing but an organizations character. It is an

accumulation of contact and observation by people external to an

organization. It should highlight an organizations mission and vision to

all. The main elements of positive brand image are- unique logo reflecting

organizations image, slogan describing organizations business in brief

and brand identifier supporting the key values.

Brand image is the overall impression in consumers mind that is

formed from all sources. Consumers develop various associations with the

brand. Based on these associations, they form brand image. An image is

formed about the brand on the basis of subjective perceptions of

associations bundle that the consumers have about the brand. Volvo is

associated with safety. Toyota is associated with reliability.

CLASSIFICATION OF BRANDS

FAMILY BRANDS

A single brand name for all the products of a company and which

are being similar in quality.

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1. Individual brand

Brand name given for each variety of products and each product of

same products will carry its own brand used for dissimilarity.

2. National brand

The same used on the national level, manufacturers brands are

commonly used as national levels.

WHY WE STUDY CONSUMER BEHAVIOUR

The field of the consumer behaviour holds great interest for us s

consumers, as marketers, and as students of human behaviour.

As consumer, we benefit from insiging into our own consumption

related decisions. What we buy, why we buy, how we buy, and the

promotional influences that persuade us to buy. The study of consumer

behaviour enable us to become better that are wiser, consumers.

As marketers and the future. It s important for us to recognize why

and how individuals make their consumption decisions. So that we can

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make better strategic marketing decision. If marketers understand

consumer behaviour have great competitive advantage in the market palce.

A student of human behaviour, we are concerned with understanding

consumer behaviour with gaining insights into why individuals act in

certain that consumers did not always act or react as marketing theory

suggested they would. The size of the consumer market in this country was

vast and constantly expanding billions of dollars were being spent on

goods and services were changing and becoming highly diversified. Even

in services were always more homogeneous then in consumer preferences

and less predictable purchase behaviour.

To better meet the needs of specific group of consumer. Most

marketers adopted a policy of market segmentation, which called for the

division of their total potential market into smaller, homogenous segments

for which they could design specific products or promotional campaigns.

THE ROLE OF CONSUMER RESEARCH

Consumer research is the methodology used to study consumer

behaviour. Given the fact that there are two major theoretical perspectives

concerning the study of consumer consumption related ways and with

learning what internal and external desire of understanding consumption

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related human behaviour has lead to a diversity of theoretical approaches

to its study.

Consumer behaviour was a relating new field of study in the mid

to later 1960 with history or body of research of its own. The new

disciplines, such as psychology (the study of the individuals), sociology

(the study of the groups), social psychology (the study of how an

individual operators in groups) and technology (the influences of society

on the individual) and economic theory on the nation that individuals act

rationally to maximize their benefits in the purchase of goods and services.

WHY THE FIELD OF CONSUMER BEHAVIOUR DEVELOPED?

There are a number of reasons why the study of consumer behaviour

developed as a separate marketing discipline marketers had long method

behaviour. It is not surprising to find that there is a divergence in

theoretical assumptions and go some extent, in research methodology

between the positivist approach and the interpretive approach.

Brooding speaking, positivists lend to the objectives and empirical,

to seek causes for behaviour, and to conduct research studies that can be

generalized to largely positivist in their approach.The research done by

interpretive, on the other hand, tends to be qualitative and based on small

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samples. Although hand to view each consumption situations as unique

and nonreplicable interpretive seek to fins common patterns of operative

values, meanings and behaviour across consumption situations.

1.3 SCOPE OF THE STUDY

The study on TVS Apache bikes with respect to consumer

satisfaction aims at finding out the protectoral and expectation of TVS

Apache in market. This enables to know about the strength and weakness

of the victory product available in the market.

This project has the importance of additional features in the

vehicles, Finally the study attempts to find out the opinion about the sales,

services maintains cost and quality of service centre with regard to TVS

Apache bikes.

The study by ascertaining the factors that motivates and end-user to

purchase TVS Apache vehicles enables the company to channels its

service, Advertisement companys accordingly. Consumers expectations

are also gauged to help the company in proactive strategy formulations.

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1.4 OBJECTIVES OF THE STUDY

To find out the customer satisfaction of TVS Apache two wheelers.

To find out the advertisements effectiveness of TVS Apache two

wheelers.

To find out the market position of TVS Apache two wheelers.

To find out the brand preference of the customers.

To find out the buying attitude of the respondents.

1.5 RESEARCH METHODOLOGY

Research is common parlance which refers to a search for

knowledge. The advance learners dictionary of current English lays down

the meaning of research as a Careful investigation or inquiry specially

though search for new facts in any branch of knowledge.

Research methodology is a way to systematically solving the

research problem which may be understood as a science of how research is

done scientifically.

If the study with various steps that are generally adopted by a

researcher in studying the research problem along with the logic behind

them.

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Research Design

A Research design is arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevant to the research

purpose with economy in procedure Descriptive research design is used

in this project study.

Descriptive research design

Descriptive research includes surveys and fact- finding enquiries of

different kinds. The main characteristic of this method is that the

researcher has no control over the variables that can be only reported about

what has happened or what is happening in the organization.

Area of the study

The area of study refers to Namakkal town, due to availability of

people at all levels of educational and finance status. It is also easy to

collect the needed relevant primary data from the employees.

Period of the study

The present study period was two months for collecting primary

data from the respondents.

a. Collection of data

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The data is collected for the study by using both primary and

secondary data.

1. Primary Data

Primary data are those which are collected freshly with originality in

character and were collected through structured questionnaire and schedule

from the Apache bike users.

2. Secondary Data

Secondary data has been collected from the books and magazines

relating to consumer behaviour connected with Apache bike.

b. Sampling design

A sampling design is a definite plan for obtaining a sample from a

given population. It refers to the techniques or the procedure that

researcher would adopt in selection items for the sample.

Sample Size

The sample size is approximately 100

Sampling Technique

The total population is initially divided into areas in and around

Namakkal town.

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Convenient sampling is felt to appropriate for the present study

because convenience sampling is a strategy that uses the most readily

accessible objects or persons as subjects for the present study.

1.6 TOOLS FOR ANALYSIS

The researcher has used the percentage analysis method, to find out

the significance of the various brands of TVS Apache bikes.

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1.7 LIMITATIONS OF THE STUDY

The study is limited to Namakkal only and therefore the findings

of the study cannot be extended to other areas.

The time duration for the study was short period.

The restricted sample size was one of the major limitations.

Detailed study was not possible due to the limit.

Since the survey has been conducted of TVS Apache bike

respondents only.

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1.8 CHAPTER SCHEME

This study has been presented in five chapters.

Chapter I

This chapter deals with the introduction and design of the study.

Chapter II

This chapter contains review of literature relevant to the topic.

Chapter III

This chapter concerned with the profile of the product.

Chapter IV

This chapter explained the data analysis and interpretation.

Chapter V

This chapter presents the findings, suggestions and conclusion of the

study.

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CHAPTER II

REVIEW OF LITERATURE

The main purpose of this chapter is to provide the review of

literature relating to this study. Marketing is a dynamic concept which

often meets with changes. The entrusted concepts sayings are contributed

in this chapter review of literature.

Who lgast E.H., D.Hashandsor, (1958), of the dozen of categories of

human action working, sleeping, chatting, breathing, buying and do forth

of one primary importance to the marketer is buying.1

Frederick KY (1974),buyer behaviour is all psychological, social and

physical behaviour of potential customer ad they become aware of evaluate

purchase, consume and sell of other people about products and services.2

Maslow A.H, (1945), at any given time a person may be faced with a

number of motives but that the probably cannot act all of them at the same

time. Therefore, each person has a hierarchy of motives with the arranged

in ascending order according to their importance. The most urgent motive

1

Who lgast E.H., D.Hashandsor wives make the purchase decision Journal of marketing, October,1958, pp 151-158.2 Web star, Frederick KY marketing for manager 1974 .p

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is acted upon first motives respectively wants and desired lower in

hierarchy remain unsatisfied at least temporarily.3

Suiffman Leaon G et al., (1978), The behaviour that consumer

display is search for, purchasing, using and elevating products, services

and ideas which they expect will satisfy their needs.4

Schiffman. G. Leon and Kanuk Lazare Leslie - Study of the

customer behaviour is the study of how individuals make decisions to

spend their available resources (Time, Money and Efforts) on consumption

related items. It includes the study what they buy, whey they buy it, when

they buy it, where they buy it, how often they buy it and how often they

use it. The primary purpose for the study consumer behaviour as apart of

marketing curriculum is to understand how and how customers make their

purchase decisions. Their insights enable marketers to design more

effective marketing strategies.5

Gupta.C.B and Dr. Nair. N.Rajan (2003), a business is based on

understanding the customer and providing the kind of products that the

customer wants.6

Mamoria C.B. and Mamoria Satish (2005), consumer behaviour is

the process whereby individuals decide what, when, where, how and from

3 Maslow A.H. Motivation and personality, 1945. PP 80 85.4 Suiffman Leaon G and Leasuline lazar kumx, consumer behaviour, Premtice Hall, P4 1978.5 Schiffman Leon G. and Kanuk Leslie Lazar, 1997. Consumer Behaviour, 6th edition, Prentice-hall of

India Private Limited. (Pp. 2&6)6 Gupta C.B. and Dr. Nair N. Rajan, (2003). Marketing Management 5th edition, Sultan chand & sons(pp. 1.69)

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whom to purchase goods and services. Buying behaviour may be viewed

as an orderly process here by individual interacts with his environment for

the purpose of making market decision on products and services.7

Nair Suja. R. (2008), the success of the firm will be determined by

how effective it has been in meeting the diverse customer needs and wants

by treating each customer as unique and offering products and services to

suit his/her needs.8

Bennett Peter.D. And Kassarjian Haroldh (1972), a great deal of

research activity in marketing is design to shed light on the customer

decision process.9

Kothari C.R. (2008), for data analysis different statistical

techniques are being used such as scaling techniques, correlation,

hypothesis testing.10

7 Mamoria C.B. and Mamoria Satish, (2005). Marketing Management 4th edition , Kitab Mahal (pp.. 161)8 Nair Suja R, (2008). Consumer Behaviour Indian prospective 1st edition , Himalaya Publicating Home (pp.3)9 Bennett Peter D. and Kassarjian Harold, (1972). Consumer Behaviour 8th edition, Prentice-hall of IndiaPrivate Limited. (pp.5)10Kothari C.R, (2008). Research Methodology Methods & Techniques 2nd edition, WishwaPublication

(pp. 151, 94-95).

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CHAPTER III

PROFILE OF THE PRODUCT

3.1 BIKE INDUSTRY

The Indian two-wheeler industry has acquired a new dimension in

the last years with intense competitions and introduction of the state art-

technology changing the very complexion of the two-wheeler market while

the consumers have know a wide choice of models, the waiting for their

delivery with a few exceptions, has considerable shortened. But it would

be wrong to describe that a buyers has emerged. A major reason for this is

the exorbitant prices one has to pay still for two-wheelers.

Any impact of the liberalization policy set in motion since January

1990 has been the infusion of new fuel-efficient technology and facility of

brand branding. The Government has also opened the two-wheeler

industry to new entrants. These steps have had a tremendous effect on the

industry and today India is said to be the second largest producer of two-

wheeler.

The Consideration of Engineering Industry [CEI] has been

instrumental in revolution not only the transport industry but also the

engineering industry.

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3.2 BRAND PROFILE TVS APACHE

Apache RTR 160 (Racing Throttle Response) is a machine with 15.2

bhp engine and it comes with a slew of first-time features showing its high

performance enhanced by the TVS racing technology. This bike really

shows the aggression to pit against its rivals. The attractions of Apache

RTR-160 cc are the handling ability, ride quality, seating position,

adjustable handle bars and the longer wheelbase. The previous flaws of the

Apache 150 have been ironed out. The New Apachi RTR 160cc is

available in two variants - kick start and self start.

Engine

RTR-160 Apachi employs a smooth, powerful and an improved

engine over the Apache 150. The engine remains smooth without any

significant vibrations till 5000 rpm and it is an oversquare 160 cc

compared to the earlier 150 cc square engine. There is an increase in

maximum power from its earlier 13.5 bhp to 15 bhp, the highest in the

150-cc segment.

The new Apache has undergone major changes to up capacity from

147.5 cc to 159.7 cc. RTR uses short-stroke for quicker revving. This air-

cooled and twin-valve unit has received several internal tweaks, including

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inlet and exhaust ends, clutch and gear processes as well as the combustion

chamber. The gearbox remains a five-speed unit, with one-down and four-

up shifting pattern.

Design And Comfort

The stripe which runs from the front mudguard to the tank and

finally to the tailpiece is the striking feature. RTR160 has a 270-mm petal

shaped front disc. The engine has been given an all black treatment along

with alloys and exhaust. A small engine guard is nestled at the bottom of

the engine. The side panels have a matt black plastic finish. The bike also

sports a digital speedometer. The tail lamp has bright LEDs.

A split grab rail, clip on adjustable handlebars, aluminum finished

brake levers and the toe operated gear shifter are all enticing features. The

wheelbase has been stretched to 1300 mm from the earlier 1260 mm. It

also features standard tachometer, clock, trip meter, fuel gauge odometer

and the aircraft-style fuel cap. Apachi RTR-160 cc looks smashing and is

definitely one of the best looking bikes in the country.

Ride And Handling

Apache RTR 160 has rear set foot pegs. The low handle bars

translate into a very comfortable riding position. Compared to the earlier

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version, the new Apache gives a more comfortable riding position. It is a

great bike to zip through the busy city traffic without any discomfort. It

sports disc brake in the front which is phenomenal and drum in the rear

which is a welcome addition. The handling of the bike gives an amazing

feeling with all the improved features.

Variants, Price And Color

TVS Apache RTR 160cc is available in Yellow, Matt Grey, Red,

Black & Silver

3.3 COMPANY PROFILE

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 anyone

TVS Motor currently manufactures a wide range of two-wheelers

from mopeds to racing inspired motorcycles.

Motorcycles (Apache RTR 180, Flame DS 125, Flame, TVS Jive, Star

City, Star Sport, Sports)

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Variomatic Scooters (TVS Wego, Scooty Streak, Scooty Pep+, Scooty

Teenz) Mopeds (TVS XL Super, TVS XL Heavy Duty)

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 right time and at the

right price. The customer and his ever changing need is our continuous

source of inspiration.

TVS has always stood for innovative, easy to handle, environment

friendly products, backed by reliable customer service.

No wonder, then, that our 15 million customers on the road have a reason

to smile.

TVS Motor Company Mission

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We are committed to being a highly profitable, socially responsible,

and leading manufacturer of high value for money, environmentally

friendly, lifetime personal transportation products under the TVS brand,

for customers predominantly in Asian markets and to provide fulfilment

and prosperity for employees, dealers and suppliers.

Vision Statement

TVS Motor - Driven by the customer

TVS Motor will be responsive to customer requirements consonant

with its core competence and profitability. TVS Motor will provide total

customer satisfaction by giving the customer the right product, at the right

price, at the right time.

TVS Motor - The Industry Leader

TVS Motor will be one among the top two two-wheeler

manufacturers in India and one among the top five two-wheeler

manufacturers in Asia.

TVS Motor - Global overview

TVS Motor will have profitable operations overseas especially in

Asian markets, capitalizing on the expertise developed in the areas of

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manufacturing, technology and marketing. The thrust will be to achieve a

significant share for international business in the total turnover.

TVS Motor - At the cutting edge

TVS Motor will hone and sustain its cutting edge of technology by

constant benchmarking against international leaders.

TVS Motor - Committed to Total Quality

TVS Motor is committed to achieving a self-reviewing organization

in perpetuity by adopting TQM as a way of life. TVS Motor believes in the

importance of the process. People and projects will be evaluated both by

their end results and the process adopted.

TVS Motor - The Human Factor

TVS Motor believes that people make an organization and that its

well-being is dependent on the commitment and growth of its people.

There will be a sustained effort through systematic training and planning

career growth to develop employees talents and enhance job satisfaction.

TVS Motor will create an enabling ambience where the maximum self-

actualisation of every employee is achieved. TVS Motor will support and

encourage the process of self-renewal in all its employees and nurture their

sense of self worth.

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TVS Motor - Responsible Corporate Citizen

TVS Motor firmly believes in the integration of Safety, Health and

Environmental aspects with all business activities and ensure protection of

employees and environment including development of surrounding

communities. TVS Motor strives for long-term relationships of mutual

trust and interdependence with its customers, employees, dealers and

suppliers.

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 others.

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 workers and managers united by a set of shared high

principles.

Driven by this inspiration, the TVS group has today emerged as

India's leading supplier of automotive components. Today the TVS Group

is the largest automotive component manufacturer in India, with annual

turnover of more than USD 4 billion.

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The group has over 30 companies employing a work- force of

40,000 people.

Underlying the success of the group is its philosophy of

commitment to the cherished values of promoting trust, value and

customer service. This was the personal philosophy of the Group's Founder

Shri T V Sundaram lyengar, and it remains the overarching code by which

the Group functions. Market leadership and rewards of business have

followed naturally.

The inspirational heritage

Although the letters TVS represent the initials of our founder, T V

Sundaram lyengar, to us within TVS they have always stood for Trust,

Value and Service. The founder of the company embodied these values

and set an example for all employees to emulate.

TVS believes that the success of any enterprise is built on the solid

foundation of customer satisfaction.

Continuous innovation and close customer interaction have enabled

TVS companies to stay ahead of competition. Quality at TVS determines

not only the end product but the systems, processes and operations at all

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levels. The first four companies in India, which have won the coveted

Deming Prize are from the TVS group.

The business ranges across automobile component manufacturing,

components distribution, manufacturing of powered two-wheelers,

computer peripherals, financial services, contract manufacturing services

and software development.

TVS Motor company Ltd (TVS Motor)- member of the TVS group

is the largest company of the group in terms of size and turnover.

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CHAPTER IV

ANALYSIS AND INTERPRETATION OF DATA

INTRODUCTION

This chapter deals with analysis and interpretation of the various

results from the study. The analysis of this study is based wholly on

primary data collected by means of questionnaire method.

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TABLE 4.1

AGE WISE CLASSIFICATION OF THE RESPONDENTS

Age No. of respondents Percentage

Below 20 years 14 14

21-30 years 58 58

31-40 years 18 18

41-50 years 8 8

Above 50 years 2 2

Total 100 100

Source: Primary Data

INTERPRETATION

From the above table shows that 14% of the respondents are in the

age group of below 20, 58% of the respondents are in the age group of

21-30, 18% of the respondents are in the age group of 31-40, 8% of the

respondents are in the age group of 41-50 and 2% of the respondents are

in the age group of above 50.

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CHART 4.1

AGE WISE CLASSIFICATION OF THE RESPONDENTS

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TABLE 4.2

MARITAL STATUS

Marital status No. of respondents Percentage

Married 38 38

Unmarried 62 62

Total 100 100


INTERPRETATION

From the above table shows that 38% of the respondents are married

and remaining 62% of the respondents are unmarried.

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CHART 4.2

MARITAL STATUS

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TABLE 4.3

EDUCATIONAL STATUS OF THE RESPONDENTS

Educational status No. of respondents Percentage

Up to Higher secondary level 12 12

UG level 26 26

PG level 32 32

Professional 18 18

Others 12 12

Total 100 100


INTERPRETATION

From the above table clear that 12% of the respondents are up to

higher secondary level, 26% of the respondents are in UG level, 32% of

the respondents are in PG level, 18% of the respondents are in

professional level and 12% of the respondents are in others.

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CHART 4.3

EDUCATIONAL STATUS OF THE RESPONDENTS

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TABLE 4.4

OCCUPATION OF THE RESPONDENTS

Occupation No. of respondents Percentage

Employees 15 15

Business man 34 34

Students 20 20

Farmers 6 6

Professionals 20 20

Others 5 5

Total 100 100


INTERPRETATION

From the above table reveals that 15% of the users are employees,

34% of the users are business man, 20% of the users are students, 6% of

the users are farmers, 20% of the users are professionals and 5% of the

users are others.

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CHART 4.4

OCCUPATION OF THE RESPONDENTS

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TABLE 4.5

INCOME WISE CLASSIFICATION OF THE RESPONDENTS

Family income[per month] in

rupees

No. of

respondentsPercentage

Below Rs.10,000 21 21

Rs.10,001-Rs.20,000 45 45

Rs.20,001-Rs.30,000 20 20

Above Rs.30,000 14 14

Total 100 100


INTERPRETATION

From the above table clear that 21% of the respondents are in the

income group of below Rs.10,000, 45% of the respondents are in the

income group of Rs.10,001-Rs.20,000, 20% of the respondents are in the

income group of Rs.20,001-Rs.30,000 and 14% of the respondents are in

the income group of above Rs.30,000.

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CHART 4.5

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INCOME WISE CLASSIFICATION OF THE RESPONDENTS

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TABLE 4.6

FAMILY MEMBERS OF THE RESPONDENTS

No of family members No. of respondents Percentage

Up to 2 36 36

3 to 5 55 55

Above 5 9 9

Total 100 100


INTERPRETATION

From the above table reveals that, 36% of the respondents are have

up to2 members in their home, 55% of the respondents are family 3 5

members of family size and 9% of the respondents are have above 5

members in their family.

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CHART 4.6

FAMILY MEMBERS

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TABLE 4.7

USING THE VARIOUS MODELS OF TVS APACHE BIKES

Tick the brand of your bike No. of respondents Percentage

Apache RTR 180 ABS 22 22

Apache RTR 180 8 8

Apache FI 160 40 40

Apache 160 Hyper Edge 30 60

Total 100 100


INTERPRETATION

From the table shows that 40% of the respondents have Apache FI

160, 30% of the respondents have Apache 160 Hyper Edge, 22% of the

respondents have Apache RTR 180 ABS and remaining 8% of the

respondents using Apache RTR 180.

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CHART 4.7

USING THE VARIOUS MODELS OF TVS APACHE BIKES

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TABLE 4.8

SOURCES OF INFORMATION OF TVS APACHE BIKES

Source No. of respondents Percentage

Advertisement 20 20

Friends 47 47

Spouse 10 10

Dealers 16 16

Others 7 7

Total 100 100


INTERPRETATION

A table showing the influence sources noticed that 47% of the

respondents purchased their TVS Apache bikes as per the advice of his

friends, 20% of the respondents purchased due to the attraction of

advertisement, 10% of the respondents purchased due to the influence of

spouse, 16% of the respondents purchased due to the attraction of the

schemes provided by the dealers and only 7% of the respondents

purchased their bikes out of their own decision

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CHART 4.8

SOURCES OF INFORMATION OF TVS APACHE BIKES

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TABLE 4.9

ADVERTISEMENT THROUGH WHICH MEDIA

Advertisement

mediaNo. of respondents Percentage

News paper 19 19

Magazines 14 14

Television 41 41

Posters/Banners 17 17

Others 9 9

Total 100 100


INTERPRETATION

From the above table shows that 19% of the respondents purchased

due to the attraction of the News paper advertisements, 14% of the

respondents purchased due to attraction of the Magazines, 41% of the

respondents purchased due to attraction of the Television advertisements,

17% of the respondents purchased due to attraction of the

Posters/Banners, 9% of the respondents purchased due to attraction of the

Other factors.

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CHART 4.9

ADVERTISEMENT THROUGH WHICH MEDIA

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TABLE 4.10

PREFERRED COLOUR OF TVS APACHE BIKES

Colour No. of respondents Percentage

Yellow 14 14

Black 50 50

Red 15 15

Others 21 21

Total 100 100


INTERPRETATION

From the above table reveals that 14% of the respondents like

yellow colour bike, 50% of the respondents like Black colour bike, 15% of

the respondents like Red colour bike and remaining 21% of the

respondents like other colour bike.

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CHART 4.10

PREFERRED COLOUR OF TVS APACHE BIKES

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TABLE 4.11

REASON FOR PURCHASING OF TVS APACHE BIKES

Reasons No.of

RespondentsPercentage

Easy Drive 24 24

Comfortable 47 47

Necessity 20 20

Luxury 9 9

Total 100 100

Source : Primary Data

INTERPRETATION :

From the above table shows that reason for purchasing the bike 47%

of the respondents said for comfortable, 24% of the respondents

purchasing for easy drive, 20% of the respondents purchasing for necessity

and only 9% of the respondents purchasing for luxury.

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CHART 4.11

REASON FOR PURCHASING OF TVS APACHE BIKES

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TABLE 4.12

PURPOSE OF USING THE OF TVS APACHE BIKES

PurposeNo.of


Social Status 9 9

Business 30 30

Office use 21 21

School / College 29 29

Comforts 7 7

Others 4 4

Total 100 100


INTERPRETATION

From the table shows the reason for the possession of bike. It reveals

that 30% of the respondents using for business purpose, 29% of the

respondents are using for college, 21% of the respondents are using for

office going, 9% of the respondents are using for social status, 7% of the

respondents are using for comforts and only 4% of the respondents are

using for other purpose.

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CHART 4.12

PURPOSE OF USING THE OF TVS APACHE BIKES

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TABLE 4.13

KILOMETER TRAVELED PER DAY OF TVS APACHE BIKES

Kilometer per day No.of Respondents Percentage

Less than 50 16 16

50 to 100 52 52

100 to 150 18 18

Above 150 14 14

Total 100 100


INTERPRETATION

From the above table clear that 16% of the respondents travel less

than 50km per day, 52% of the respondents travel 50 to 100km per day,

18% of the respondents travel 100 to 150 km per day and 14% of the

respondents only travel above 150km per day.

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CHART 4.13

KILOMETER TRAVELED PER DAY OF TVS APACHE BIKES

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TABLE 4.14

MILEAGE OF SERVICES OF TVS APACHE BIKES

Mileage of BikeNo.of


Below 1000 53 53

1000 to 2000 25 25

2000 to 3000 12 12

Above 3000 10 10

Total 100 100


INTERPRETATION

From the above table clear that 53% of the respondents serviced

their bike below 1000 kilometer, 25% of the respondents 1000 to 2000

kilometer, 12% of the respondents 2000 to 3000 kilometer, 10% of the

respondents serviced their bike after 3000 kilometer.

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CHART 4.14

MILEAGE OF SERVICES OF TVS APACHE BIKES

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TABLE 4.15

HOW MANY YEARS, USING IN THIS BRAND OF TVS APACHE

BIKES

Period No.of Respondents Percentage

Less than 1 year 18 18

1 year to 5 years 50 50

5 years to 10 years 17 17

More than 10 years 15 15

Total 100 100


INTERPRETATION

From the above table shows the how long year using for the bike,

18% of the respondents said for less than 1 year, 50% of the respondents

said for 1 year to 5 years, 17% of the respondents said for 5 years to 10

years and only 15% of the respondents said for more than 10 years.

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CHART 4.15

HOW MANY YEARS, USING IN THIS BRAND OF TVS APACHE BIKES

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TABLE 4.16

LOAN TAKEN FOR PURCHASING OF TVS APACHE BIKES

Options No.of Respondents Percentage

Yes 57 57

No 43 43

Total 100 100


INTERPRETATION

From the above table is clear 57% of the respondents are

purchased TVS Apache bike by loan and 43% of the respondents

purchased on own sources.

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CHART 4.16

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LOAN TAKEN FOR PURCHASING OF TVS APACHE BIKES

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TABLE 4.17

INSTITUTION PROVIDING FINANCE FOR OF TVS APACHE

BIKES

Finance facilityNo.of


National Bank 19 19

Private Bank 46 46

Finance Company 25 25

Others 10 10

Total 100 100


INTERPRETATION

From the above table is among the 19% of the respondents got loan

in national bank, 46% of the respondents got loan in private bank, 25% of

the respondents got loan in finance company and only 10% of the

respondents got loan in others.

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CHART 4.17

INSTITUTION PROVIDING FINANCE FOR OF TVS APACHE BIKES

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TABLE 4.18

SATISFACTION LEVEL OF THE TVS APACHE BIKES

Brand Varieties

HighlySatisfied

Satisfied Dissatisfied Total

No. % No. % No. % No. %

Fuel Efficiency 12 12 35 35 53 53 100 100

Comfort of convenience 15 15 42 42 43 43 100 100

Minimum Maintenance 25 25 36 36 39 39 100 100

Prestige 46 46 32 32 22 22 100 100

High Speed 56 56 40 40 4 4 100 100

Pleasure 32 32 28 28 40 40 100 100

Engine Life 40 40 36 36 24 24 100 100

Brand Variety 36 36 50 50 14 14 100 100

Easy Credit 26 26 42 42 32 32 100 100

Easy Availability of Spare

Parts29 29 48 48 23 23 100 100

Exchange Facility 40 40 28 28 32 32 100 100

Total 100 100

Source : Primary data

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INTERPRETATION

Fuel Efficiency

Out of 100 respondents, 12% of the respondents are highly satisfied

with fuel efficiency, 35% of the respondents are satisfied and 53% of the

respondents are dissatisfied with fuel efficiency.

Comfort of convenience


with Comfort of convenience, 42% of the respondents are satisfied and

43% of the respondents are dissatisfied with Comfort of convenience.

Minimum Maintenance


with Minimum Maintenance, 36% of the respondents are satisfied and

39% of the respondents are dissatisfied with Minimum Maintenance.

Prestige


with Prestige, 32% of the respondents are satisfied and 22% of the

respondents are dissatisfied with Prestige.

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High Speed


with High Speed, 40% of the respondents are satisfied and only 4% of the

respondents are dissatisfied with High Speed.

Pleasure


with Pleasure, 28% of the respondents are satisfied and 40% of the

respondents are dissatisfied with Pleasure.

Engine Life


with Engine Life, 36% of the respondents are satisfied and 24% of the

respondents are dissatisfied with Engine Life.

Brand Variety


with Brand Variety, 50% of the respondents are satisfied and 14% of the

respondents are dissatisfied with Brand Variety.

Easy Credit


with Easy Credit, 42% of the respondents are satisfied and 32% of the

respondents are dissatisfied with Easy Credit.

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Easy Availability of Spare Parts


with Easy Availability of Spare Parts, 48% of the respondents are

satisfied and 23% of the respondents are dissatisfied with Easy Availability

of Spare Parts.

Exchange Facility


with Exchange Facility, 28% of the respondents are satisfied and 32% of

the respondents are dissatisfied with Exchange Facility.

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TABLE 4.19

INCONVENIENCE OF TVS APACHE BIKES

S.NoState the Inconvenience of present

Brand

No.of


1 High maintenance cost 49 49

2 More fuel consumption 22 22

3 Low capacity 15 15

4 No road grip 12 12

5 Others 2 2

Total 100 100


INTERPRETATION

The above table shows the complaints about the bike among the

respondent inconvenience, 49% of the respondents said for high

maintenance cost, 22% of the respondents said for more fuel

consumption, 15% of the respondents said for low capacity, 12% of the

respondents said for no road grip and only 2% of the respondents said for

others.

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CHAPTER V

SUMMARY OF FINDINGS, SUGGESTIONS AND

CONCLUSION5.1 FINDINGS

Out of 100 respondents 14% of the respondents are in the age group

of below 20, 58% of the respondents are in the age group of21-

30, 18% of the respondents are in the age group of 31-40, 8% of

the respondents are in the age group of 41-50 and 2% of the

respondents are in the age group of above 50

Out of 100 respondents 38% of the respondents are married and

remaining 62% of the respondents are unmarried.

Out of 100 respondents 12% of the respondents are up to higher

secondary level, 26% of the respondents are in UG level, 32% of

the respondents are in PG level, 18% of the respondents are in

professional level and 12% of the respondents are in others.

Out of 100 respondents reveals that 15% of the users are employees,

34% of the users are business man, 20% of the users are students,

6% of the users are farmers, 20% of the users are professionals and

5% of the users are others.

Out of 100 respondents clear that 21% of the respondents are in the

income group of below Rs.10,000, 45% of the respondents are inthe income group of Rs.10,001-Rs.20,000, 20% of the respondents

are in the income group of Rs.20,001-Rs.30,000 and 14% of the

respondents are in the income group of above Rs.30,000.

Out of 100 respondents reveals that, 36% of the respondents are

have up to2 members in their home, 55% of the respondents are

family 3 5 members of family size and 9% of the respondents arehave above 5 members in their family.

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Out of 100 respondents shows that 40% of the respondents have

Apache FI 160, 30% of the respondents have Apache 160 Hyper

Edge, 22% of the respondents have Apache RTR 180 ABS and

remaining 8% of the respondents using Apache RTR 180.

Out of 100 respondents, influence sources noticed that 47% of the

respondents purchased their TVS Apache bikes as per the advice of

his friends, 20% of the respondents purchased due to the attraction

of advertisement, 10% of the respondents purchased due to the

influence of spouse, 16% of the respondents purchased due to the

attraction of the schemes provided by the dealers and only 7% of the

respondents purchased their bikes out of their own decision

Out of 100 respondents shows that 19% of the respondents

purchased due to the attraction of the News paper advertisements,

14% of the respondents purchased due to attraction of the

Magazines, 41% of the respondents purchased due to attraction of

the Television advertisements, 17% of the respondents purchased

due to attraction of the Posters/Banners, 9% of the respondents

purchased due to attraction of the Other factors.

Out of 100 respondents reveals that 14% of the respondents like

yellow colour bike, 50% of the respondents like Black colour bike,

15% of the respondents like Red colour bike and remaining 21% of

the respondents like other colour bike. Out of 100 respondents shows that reason for purchasing the bike

47% of the respondents said for comfortable, 24% of the

respondents purchasing for easy drive, 20% of the respondents

purchasing for necessity and only 9% of the respondents purchasing

for luxury.

Out of 100 respondents shows the reason for the possession of bike.

It reveals that 30% of the respondents using for business purpose,

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29% of the respondents are using for college, 21% of the

respondents are using for office going, 9% of the respondents are

using for social status, 7% of the respondents are using for comforts

and only 4% of the respondents are using for other purpose.

Out of 100 respondents clear that 16% of the respondents travel less

than 50km per day, 52% of the respondents travel 50 to 100km per

day, 18% of the respondents travel 100 to 150 km per day and 14%

of the respondents only travel above 150km per day.

Out of 100 respondents clear that 53% of the respondents serviced

their bike below 1000 kilometer, 25% of the respondents 1000 to

2000 kilometer, 12% of the respondents 2000 to 3000 kilometer,

10% of the respondents serviced their bike after 3000 kilometer.

Out of 100 respondents shows the how long year using for the bike,

18% of the respondents said for less than 1 year, 50% of the

respondents said for 1 year to 5 years, 17% of the respondents said

for 5 years to 10 years and only 15% of the respondents said for

more than 10 years.

Out of 100 respondents is clear 57% of the respondents are

purchased TVS Apache bike by loan and 43% of the respondents

purchased on own sources.

Out of 100 respondents is among the 19% of the respondents got

loan in national bank, 46% of the respondents got loan in privatebank, 25% of the respondents got loan in finance company and only

10% of the respondents got loan in others.

Fuel Efficiency


with fuel efficiency, 35% of the respondents are satisfied and 53% of the

respondents are dissatisfied with fuel efficiency.

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Comfort of convenience


with Comfort of convenience, 42% of the respondents are satisfied and

43% of the respondents are dissatisfied with Comfort of convenience.

Minimum Maintenance


with Minimum Maintenance, 36% of the respondents are satisfied and

39% of the respondents are dissatisfied with Minimum Maintenance.

Prestige


with Prestige, 32% of the respondents are satisfied and 22% of the

respondents are dissatisfied with Prestige.

High Speed


with High Speed, 40% of the respondents are satisfied and only 4% of the

respondents are dissatisfied with High Speed.

Pleasure

Out of 100 respondents, 32% of the respondents are highly satisfiedwith Pleasure, 28% of the respondents are satisfied and 40% of the

respondents are dissatisfied with Pleasure.

Engine Life


with Engine Life, 36% of the respondents are satisfied and 24% of the

respondents are dissatisfied with Engine Life.

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Brand Variety


with Brand Variety, 50% of the respondents are satisfied and 14% of the

respondents are dissatisfied with Brand Variety.

Easy Credit


with Easy Credit, 42% of the respondents are satisfied and 32% of the

respondents are dissatisfied with Easy Credit.

Easy Availability of Spare Parts


with Easy Availability of Spare Parts, 48% of the respondents are

satisfied and 23% of the respondents are dissatisfied with Easy Availability

of Spare Parts.

Exchange Facility


with Exchange Facility, 28% of the respondents are satisfied and 32% of

the respondents are dissatisfied with Exchange Facility.

Out of 100 respondents shows the complaints about the bike amongthe respondent inconvenience, 49% of the respondents said for high

maintenance cost, 22% of the respondents said for more fuel

consumption, 15% of the respondents said for low capacity, 12% of the

respondents said for no road grip and only 2% of the respondents said for

others.

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5.2 SUGGESTIONS

Marketing of two wheeler starts and ends with the consumer.

Hence Apache bike has to identify the trend and try to anticipate the

desires of the consumer.

Hence Apache bike in order to expand their market share tries to

attract new consumer.

The company should have to improve the specification level of

advertisement to boost up sales.

The company should have to improve the satisfaction level of after

sales & service.

Maintenance cost is more in particular brand and steps may be taken

to reduce the cost.

Most of the respondents feel that the vehicle price is higher and

small income group can also afferent to purchase bike in instalment

basis.

The company should try to improve the satisfaction level of the re-

sale value.

The company should try to improve the satisfaction level of mileage.

The company should try to improve the easy availability of spare

parts in all areas.

The company should try to improve the performance of engine life.

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5.3 CONCLUSION

For all the products consumer satisfaction is very essential, because

consumer is the king in the modern marketing. This researchers study

reveal with the degree of consumer satisfaction with brand of TVS Apache

bikes.

Every model should give more importance to consumer satisfaction.

If the degree of consumer satisfaction is more, they will recommended

others to purchase the same brand. It will increase the reputation and sales

volume of the organization. The consumers are able to provide information

with regard to factors of dissatisfaction. It is very much useful to the

Apache bike to rectify those factors.

The researchers study concludes that the performances of Apache

bike are good. To increase the sales the concern can concentrate on certain

factors like price, mileage and service etc.,

Full Project - Tvs Appache - New

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