INTRODUCTION OF THE STUDY

Marketing is societal process by which individuals and groups obtain what

they need and want through creating offering and freely exchanging products and
services of value with others. Marketing managements as they are and science of
choosing target market and getting keeping and growing customers through
creating, delivering and communicating superior customer value.
Markets can be classified in May ways, namely local market, national
market and international market. Marketing is a process by means of which goods
and services can be exchanged. On the other hand marketing is a wider and more
comprehensive term. It includes the whole process of distribution. Marketing is
the business process by which products are matched with the market and through
which transfer of ownership is affected.
Marketing has changed dramatically, evolving from the old fashioned
concept of simply providing the goods and making it available for consumer to be
day’s highly competitive marketing strategies.
What is Customer
A customer is not dependent on us. .. We are dependent on him..
A Customer is not an interruption of our work. He is her purpose if it we
are not doing a favour by giving us the opportunity to do so.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
A customer is not someone to argue or match with. Nobody ever won an
argument with a customer.
A customer is a person who brings us his wants it is our job to handle them
profitably to him and to ourselves.
To day more companies are recognizing the importance of satisfying and
retaining customer. Satisfied customer constitute the company’s relationship
capital. If the company were to be sold, the acquiring company would have to
pay not only for the plant and equipment and the brand name, but also for the
delivered customer base, namely the number and value of the customer who
would do business with the new firm.
Advantage of the consumer
 Brand goods are generally of good quality because brand owners try to
maintain quality in order to secure stronger market position.
 Since branded goods are produced on mass scale are readily available the
customer not face and hard ship in purchasing the products.
 Prices of branded goods are uniform thought out the country.
Brand
A brand is name, term symbol or design to identify the goods or service
and to differentials them those of the competitions. A brand identifies the
products for a buyer.
Brand name
A brand name consists of words, letter and 10% numbers which may be
vocalized and refers to products.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
Brand equity
Brand equity is what marketing is all about and maintains it is probably the
most important task for any company.
It is identity that includes al the assets that you build around a product to
convert it into a head brand. After all the customer buys brands products.
Brand image
Every brand image is partially designed formal product image the product
image relates to the fundamental aims and satisfied with the consumers find in a
particulars product. Brand image and product image must conform to each other
in the long run.
Brand preference
Brand preference means liking at one brand rather than another. In other
words, brand preference is “ The prior right, favored position, better liking given
to a particular brand of product.
Consumer behavior
According to Webster, “ buyer behavior is all phychological, social and
physical behavior of potential customer as they became aware of evaluate
purchase consumer and tell other people about products and services.
Buyer behavior emphasis that this behavior is both individual process and
group processes. If follows the buyer from awarness through to post purchase
evaluation. It includes communication purchasing, and consumption behavior.
Consumer behavior helps as to under stand the purchase behavior and preference
of different consumers.
Manufactures and service companies who brand their products must choose
which brand names to use. Four strategies are available.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
 Individual names.
 Blanket family names.
 Separate family names for all products.
 Corporate name combined with individual product names.
 Once a company decides on its brands name strategy it faces the task of
choosing a specific brand name. The company could choose the name of a
person location quality, lifestyle or an artificial name. companies need to
periodically audit their brands strengths and weaknesses companies will
occasionally discover hat it may have to reposition the brand because of
changing customer preference or new competitors.
PROFILE OF THE COMPANY
TVS Group
TVS group was established in 1911 as a bus service in Madurai by Late
Shri. TVS Sundram Iyangar. After some years of services they started automobile
company with limited capital TVS motors is a gusty performer. It is declared a
splendid result for quality for the financial year 2002. It is the first year post
separation with Suzuki but the company just surprised its critics though its
excellent performance.
DEVELOPMENT AND IMPACT
Name changed to TVS motor
After the exit of Suzuki from the joint venture, selling its 25.97% stake at
Rs.15 per share to sundaram claylon, the board in November decided to change
the name of the company to TVS motors Ltd.
Early end to licensing agreement
In December 2001, TVS sought an early end to its licensing agreement
with Suzuki by giving the mandatory 120 days prior notice. Accordingly the
licensing agreement has came to an end in April. TVS can now launch products
under its own brand name .
Victory with victory
In the end at 2001,the company had launched indigenously developed
110cc bike the victor in the executive segment. Priced at around 41,200.
(exCONSUMER
PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
show room Chennai) the company had invested to 70 crosses on the project and
has been amply rewarded. The products has been a huge hit given its high
mileage and competitive pricing coupled with a higher cc engine for its class.
TVS motors opening a plant in Indonesia
TVS motors is considering opening up a manufacturing plant in the south
eastern asian country of Indonesia and they would be finalizing the plans within a
month itself. They are planning to start production with in 15 months and the
estimated investment is expected to be in the region of USD 50 million.
The company would be launching a series of motor cycles in the
Indonesian market to compliments sales in the local industry. Some of the
variants of their popular models like victor and start are expected to make entry in
to the Indonesian market.
TVS motors plans to sell more than a million bikes this year and want to
capture at least 15% of the market share in the Indian sector.
The motor bike market grew by around 20% last year through TVS itself
saw a 5% drop in sales figures. Much of it can be blamed on the entry of the
Honda as an independent unit in the market.
The company’s latest product centra trough technically quite advance has
failed to generate any fire on the sales chart. They are also planning to enter the
three – wheeler market next year with a planed investment of around Rs.100
Crores for a plant at mysore.
Sachin to promote TVS
TVS has roped in Sachin Tendulkar as the brand ambassador. The contract
entered for an undisclosed sum would be for a period of three years. The
company would be spending 50 crores on building the TVS brand as a whole
rather than spending on advertising on products.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
To end royalty payment
TVS will no longer have to pay royalty to Suzuki on its motor cycles after
the end of the licensing agreement.
To increase research and development
The company will be increasing its research and development from 1.8% of
sales to 3.6% of sales in the next year.
To invest 200 crores for expansion
The company has announced plans to invest Rs.200 crores to increase the
capacity up to 1.2 million unit a year no meet the increasing demand for its motor
cycles.
In the export front TVS motor company recorded its highest ever exports of
11,008 units in august 2006, at a growth of 71% compared to the same period last
year.
Achievement of TVS motor company
 TVS motor company records 28% growth in motor cycles.
 TVS motors company report turn over of Rs.939.62 crores record 26%
growth.
 TVS motor company sales up by 23%
 TVS bike sales up by 53%
Market Launches of TVS group
 India’s first 2 seater 50cc moped, TVS 50 in August 1980.
 Introduced 100cc indo – Japanese motorcycle in September 1984
 Introduced first indigenous scooter (Sub – 100 cc variomatic scooters),
TVS scooty in June 1994.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
 First catalytic converter enabled motor cycles, the 110 cc shogun in
December 1996.
 Launched India’s first 5 speed motor cycle the shaolin in October 1997.
 Launched TVS victor, 4 stoke 110 cc motor cycle, in august 2001. India’s
first indigenously designed and manufactured motor cycle.
 Launched TVS centra in January 2004, a world class 4 stoke 100 cc motor
cycle with the revolutionary VT-I engines for best in-class mileage
 Introduced TVS star in September 2004, a 100 cc motor cycle with is ideal
for rough terrain
Acknowledged by the Japanese for quality
 TVS motor company have been awarded the prestigious and converted
Deming prize, institute by jose. (Japanese union of scientists and
engineers).
 TVS motors was also awarded the prestigious TPM excellence award first
category by Japanese institute of plant maintenance, rated as the bench
mark in TPM excellence in India.
Asian network for quality award 2004
 TVS Scooty Pep won the prestigious out standing design excellence award
from business world and national institute of design.
 Star of asia award to Mr. Venu Srivasan , CMD TVS motor company by
business week international.
 Venu srinivasan, chairman and managing director, TVS motor company
was honoured with doctorate in science by university of warwick united
kingdom.
Present condition of the company
 Largest and automotive components groups in India.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
 Diversified in to customer durable, computer peripherals and two wheelers.
 Largest automotive components manufacturing group in India.
 Joint venture with world leaders.
 Sales turnover of Rs. 75000 crores.

importance in the business world branding not

only gives separate identify and easy recognition of the product but also creates a
special brand preference. Consumer are aware of and prefer particular brand
when it is available for purchase.
The competition among the bike makers is growing day-to-day. The Indian
auto industry is also subject to tremendous, changes, with the opening up to the
domestic corporation to meet challenges vehicle productivity, entrance market
orientation loyalty. For knowing consumer taste and preferences, consumer
oriented survey place an important role in the entire market.
In modern day, vehicle is a necessary one from every family to keep the
prestige of holding them in the society.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
OBJECTIVES OF THE STUDY
Primary objectives
To find out the factors behind the customer preference for TVS two
wheelers.
Secondary objectives
1. To know the awarness about TVS vehicles among the vehicles users.
2. To find out the opinion of the respondents regarding TVS vehicles, like
cost price, mileage, maintenance cost and gear opinion of their vehicles.
3. To study the importance criteria the consumer looks for the product
performance.
4. To analyze the service rendered and level of consumer satisfaction through
delivery process.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
RESEARCH METHODOLOGY
Meaning of research
Research is common parlance refers to a search for knowledge. Once can
also define research as a scientific and systematic search for pertinent information
on a specific topic. In fact research is an art of science investigation.
Definition
The advances learners dictionary of current English lays down the meaning
of research as “ a careful investigation or inquiry through search for new facts in
any branch of knowledge.
REDMAN and MORY define research as “a systematical effort to gain
new knowledge”.
Research design
The research design is the determination and statement of general research
approach of strategy adopted for the particular product. It is the heart of the
planning which the design adheres to the research objected which will ensure that
the needs will be served.
Descriptive adoptive has been followed in the study as it is invested to
produce accurate descriptive of various relevant to the decision faced without
demonstrating that some relationship exist with in variable. It is used to measure
the behavior variables of people of subject who are under the study.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
Area of the study
The area of the study is TVS two wheeler vehicles users in coimbatore city.
Methods of data collection
A questionnaire used as data collection pool the researcher interviews the
respondents. Respondents in the questionnaire filled information.
Primary data
The primary data has been collected by conducting direct interview using
structured questionnaire.
Secondary data
The secondary data are collected from books, journals, company records
internet.
Analysis
Analysis is done on the basis of sample percentage and statistical analysis.
Sampling technique
There are two sampling techniques. They are probability sampling non
probability sampling. In this study the research had adopted convenient sampling.
Sampling size
Sampling size taken from the study is 130 respondents.
Statistical tools used
1. simple Percentage Analysis
2. Chi –Square test.
3.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
1. Simple Percentage Analysis
The percentage method is used for comparing certain feature. The collected
data represented in the from of tables and graphs in order to give effective
visualization of comparison made.
Actual population
Sample Percentage = X 100
Sample size
2. Chi – Square Analysis test
It is useful to determine the sign can’t relationship between the two
variables
The formula is used for chi-square test.
chi-square = (o-e)2
e
where, o Observed frequency
e Expected frequency
Expected frequency is calculated as follows
Row total X column total
Expected value =
Grand total
Degree of freedom = (r-1) X(c-1)
Where,
R - Number of rows
C - Number of columns.
CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil., Coimbatore
LIMITATIONS OF THE STUDY
1. This study is limited to Coimbatore city and therefore the findings of the
study cannot it be extended to other areas.
2. The samples have been collected from the limited number of respondents.
3. Time achieve is considered inadequate to conduct such survey.
4. The result of the study may not be generalized to all.
5. Some of the respondents were non co-operative.