A

PROJECT REPORT
ON
CUSTOMER SATISFACTION TOWARDS TVS MOTORS

SUBMITTED TO
PANJAB UNIVERSITY CHANDIGARH
IN PARTIAL FULFILMENT OF THE REQUIREMENTS
FOR THE DEGREE OF
MASTER OF COMMERCE

Submitted To Submitted By
Mrs. Navjot Kaur Parbhleen Kaur
Univ. Roll No. 43550

GURU NANAK GIRLS COLLEGE

MODEL TOWN, LUDHIANA
SESSION 2021 – 22
 ACKNOWLEDGEMENT

The big task of undertaking such a work could not have been possible without the
wholesome inducement, sense of accommodation and purpose guidance provided by
various persons in the successful completion of this report. I am extremely grateful to
our Principal Dr. (Mrs.) Charanjit Mahal for providing us better infrastructure and
other inputs for study.

I express my deep feeling of gratitude and profound respect to Mrs. Navjot Kaur
under whose valuable guidance the work has been planned and completed.
Last but not the least; I owe more than a debt of gratitude to all the persons who have
helped me directly and indirectly in my project.

Parbhleen Kaur
43550
 PREFACE
Master of Commerce is a stepping stone to the management carrier. In order achieve
practical, positive and concerte results, it necessary that theoretical knowledge of the
classroom must be supplement with exposure to real environment.

In the fore coming pages, an attempt has made to present a report on the topic
“Customer satisfaction towards TVS Motors”. The project report begins with
relatively simple subject matter, which deals with company history, progress,
achievement and business. Overall we can say that this project shows the profile of
the consumer and the views of the consumer.

Inspite of the project is not the work of excellence as it is a student attempts to watch,
record and understand this business activity and practical aspects of business applying
theoretical knowledge and concepts.
 TABLE OF CONTENTS

CHAPTER NO. TOPIC PAGES

1 INTRODUCTION 1 - 13

2 REVIEW OF LITERATURE 14 – 16

3 OBJECTIVES OF THE STUDY 17 – 18

4 RESEARCH METHODOLOGY 19 – 20

5 DATA ANALYSIS & INTERPRETATION 21 – 34

6 FINDINGS 34

7 SUGGESTIONS 35

8 LIMITATIONS 36

9. CONCLUSION 37

BIBLIOGRAPHY 38

ANNEXURE 39 – 40
 INTRODUCTION
TWO WHEELERS IN INDIA
The Feeling of freedom and being one with the Nature comes only from riding a two
wheeler. Indians prefer the two wheelers because of their small manageable size, low
maintenance, pricing and easy loan repayments. Indian streets are full of people of all
age groups riding a two wheeler. Motorized two wheelers are seen as a symbol of
status by the popular. Thus, in India, we would see swanky four wheels jostling with
our ever reliable and study steed: the two wheeler.

HISTORY OF TWO WHEELERS

Motorcycles have made their debut around the 1950s; this section looks at the two
wheelers which have over the years caught the imagination of country. It was in the
year 1954 that the Indian government ordered for total number of 800 motorcycles to
man the Pakistani borders. In came the

Bullets which were initially launched in England as a 350cc bike and it was upgraded
to 500cc a year or so later. These bikes have remained barring some cosmetic changes
which have undergone over the years. Thus one can say without much of a doubt that
the 1955 Bullet was one of the initial hits of the Indian two-wheeler industry and till
today it continues to be a darling of the motorcycle enthusiasts.

Enfield Bullet had a close competition with another sturdy bike named Rajdoot; as the
bike was strong enough to handle the rough Indian roads. The company had roped in
Indian He-man Dharmendra for the promotion of the bike. With more than 1.6 million

1
vehicles on the road the Rajdoot motorcycle was one of the initial hits of the earlier
years of two-wheeler history in the country.

When heavy motorcycles were the order of the day, a relatively lighter bike had
caught on the imagination of the Indian two wheeler user. Ind- Suzukia bike launched
by the then TVS Suzuki group was an instant hit; however the bike could not sustain
it's initial success due to the high import content in the vehicle and less of
localization.

In Scooters Bajaj Chetak has been hugely responsible for adding momentum to the
transport system of the country, till today it remains one of the most successful brands
to have come out of the Bajaj stable.

The scooter is named after the horse of legendary Rana Pratap Singh. These sets of
two Wheels have become a part of the Indian milieu and are often considered a
representative of the Indian middle class aspiration. Very few two-wheelers have been
able to emulate the success, which Bajaj Chetak has achieved over the years.Similarly
LML Motors enjoyed a reasonable success with the launch of LML Select which
came with new age technology and improved performance.

Today newer models of two-wheeler are entering the market everyday, slowly
pushing these names down the memory lane. However names like Chetak, Rajdoot
and Bullet will always find a mention in the history of two-wheelers in the country

INDUSTRY PROFILE
The two-wheeler industry in India has grown rapidly in the country since the
announcement of the process of liberalization in 1991 by the then finance minister Dr.
Manmohan Singh, now Prime Minister of India.

Previously, there were only a handful of two-wheeler models available in the country.
Currently, India is the second largest producer of two-wheelers in the world. It stands
next only to China and Japan in terms of the number of two-wheelers produced and
the sales of two-wheelers respectively. In the year 2005-2006, the annual production
of two-wheelers in India stood at around 7600801 units.
2
The trend of owning two-wheelers is due to a variety of facts peculiar to India. One of
the chief factors is poor public transport in many parts of India. Additionally, two-
wheelers offer a great deal of convenience and mobility for the Indian family.

Bajaj auto began trading in imported Vespa Scooters in 1948. Meanwhile Automobile
Products of India (API) commenced production of scooters in the country in the early
50's. Until 1958, API and Enfield were the only producers of two-wheelers in India.
However, Bajaj signed a technical collaboration in 1960 with Piaggio of Italy to
produce Bajaj Scooters. This deal expired in 1971.

The condition of motorcycle manufacturers was no different. Until the mid 80's, there
were only three major motorcycle manufacturers in India namely Rajdoot, Escorts,
and Enfield. The two-wheeler market was opened to foreign manufacturers in the mid
80's. The industry, which had seen a smooth ride before, faced fierce foreign
competition.

Motorcycle companies like the Yamaha, Honda, and Kawasaki, set up shop in India in
collaboration with various Indian two-wheeler companies. Companies like Escorts,
Rajdoot and faced immense competition from smaller 100 cc Japanese technology
motorbikes. Bikes manufactured by Hero Honda, the only company manufacturing
four-stroke bikes at that time, gained massive popularity.

In the mid 80's, Kinetic introduced a variomatic gearless scooter in collaboration with
Honda. This scooter became instantly popular with the younger generation, especially
people who found it difficult to use geared scooters. The introduction of scooterettes
created another segment for people such as women and teenagers who could not get
used to driving either motorcycles or gearless scooters. Many companies such as
Kinetc, TVS, and Hero also started manufacturing mopeds that proved immensely
popular with people who wanted a simple riding machine.

The change in the government's policy owning to pollution control norms and the
Kyoto agreement saw the phasing out of two stroke two-wheelers from production.
Currently there are around 10 two-wheeler manufacturers in the country, they being
3
Bajaj, Hero, Hero Honda, Honda, Indus, Kinetic, Royal Enfield, Suzuki, TVS, and
Yamaha.

The latest trend in the two-wheeler market is the introduction of electrically operated
vehicles from a range of manufacturers such as Indus and Hero. These can be
recharged from convenient household electrical points. The only disadvantage is
speed, which is restricted to around 25 miles per hour.

Currently, the motorcycle market is witnessing a demand for higher volume engines.
Previously, the 100 c bikes were very popular owning to the high fuel efficiency
offered. However, the market is maturing fast. Sensing this movement, Bajaj has
introduced the Bajaj Pulsar, with 150, 180 and 200 cc engines with Dual Twin Spark
Ignition (DTSi) technology.

Prior to the April 1, 2020 implementation of Bharat Stage (BS) VI vehicle emission
standards in India, many two-wheeler manufacturers launched BS VI two-wheeler
models in quick succession in the last quarter of fiscal year (FY) 2019–20.1 However,
the Supreme Court did allow limited and conditional sale and registration of not more
than 10% of remaining BS IV stock after the deadline, to compensate for lost sales
during the nationwide lockdown due to COVID-19.2 This means that the new vehicle
stock for FY 2020–21 includes those BS IV models along with the new BS VI two-
wheeler models; the BS IV models had carburetors and the more fuel-economical fuel
injection appears in the new BS VI models.

MARKET GROWTH
Sales of new two-wheelers decreased by nearly 14% in FY 2020–21 compared to FY
2019–20, according to the Society of Indian Automobile Manufacturers (SIAM). The
composition of sales as seen in Figure 1 shows that, motorcycles were approximately
66% of new two-wheeler sales in FY 2020–21. The next largest segment was
scooters, with nearly 29%, and mopeds were 4% of sales. The market share of electric
two wheelers was just 0.3% in FY 2020–21.

4
The fuel consumption values of the two-wheeler models after FY 2018–19 have not
yet been declared by the SIAM. Hence, for that parameter, the data used here was
compiled from a variety of sources, including Segment Y’s India two-wheeler
database for FY 2019–20 and FY 2020–21 and the websites carandbike.com,
bikedekho.com, and bikewale.com.
As depicted in Figure 2 (a), two-wheeler models with engine size less than 150 cc
were approximately 88% of sales in FY 2020–21. As compared to the market share in
FY 2019–20, the sales of motorcycles larger than 150 cc increased by 2% in FY
2020–21. Additionally, in both years, 85% of the two-wheelers sold had engines
smaller than 125 cc.

5
Nearly 82% of the two-wheelers sold in FY 2020–21 weighed less than 125 kg and
around 11% weighed between 125 kg and 150 kg. In the case of the parameter of
maximum engine power, shown in Figure 2(c), 51% of the models had engines in the
range 4 kW to 6 kW, and 26% were in the range of 6 kW to 8 kW.

With respect to transmission technologies, Figure 3 shows that nearly 70% of

twowheelers sold in FY 2020–21 were equipped with a manual transmission; of these,
40% of the models had 4-speed gears and 23% used 5-speed gears. The type of
transmission on the scooters in FY 2019–20 was the same as those in FY 2020–21
and they used continuously variable transmission (CVT). As compared to FY 2019–
20, the market share of 5-speed gear-equipped motorcycles was almost 10% greater in
FY 2020–21.

TVS MOTORS – A BRIEF PROFILE

TV Sundaram Iyengar and Sons Limited (TVSs) is the holding company for the
TVS Group of companies engaged in the manufacturing of almost all kinds of
automotive components, best two wheelers and a few other industrial products. They
are also into the financial services sector. The turnover of the entire
group was close to $2 billion in 2003.

TVS was founded by T. V. Sundaram Iyengar in 1911. It is the only

automotive manufacturer in India to get the prestigious Deming Prize.
One of its subsidiaries Sundaram Clayton was the first company in India to receive
the Deming followed by Sundaram Brake Linings also getting the Deming Prize. This
prize is "given to organizations or divisions of organizations that have achieved
distinctive performance improvement through the application of TQM in a designated
year." Sundaram Clayton went on to be awarded the Japan Quality Medal.

The TVS group of companies is mainly situated in Padi, Tamil Nadu, in the outskirts
of Chennai (formerly Madras). 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 2007-2008, and is the flagship company of the USD 4
billion TVS Group. It is the largest company of the group in terms of size and

6
 turnover. It has its origin in Sundaram Clayton Limited, Moped Division, started in
1980. The factory was started in Hosur, Tamilnadu in southern India. The first
product launched was a 50 cc moped, which appealed to the masses because of its
capability to carry two people. In the same location, the same promotors started
another company in 1984, in collaboration with Suzuki Motor Corporation of Japan,
for the manufacture of 100 cc motorcycles under the brand name of Ind-Suzuki
Motorcycles. Subsequently in the moped division was bought by Ind Suzuki
Motorcycles in 1987 and the company changed its name to TVS Suzuki Ltd. Even
though the company started producing all kinds of two wheelers like mopeds, scooters
and motorcycles, the collaboration with Suzuki continued for the motorcycles only.
The collaboration with Suzuki Motor Corporation ended in 2001 and since then the
name of the company changed to TVS Motor Company. The company now develops
all types of two-wheelers through its own in house R&D facility and manufactures in
three locations in India, Hosur in Tamilnadu, Mysore in Karnataka and Baddi in
Himachal Pradesh. It has recently started a new manufacturing plant in Indonesia to
cater to the South east Asian market. The Chairman and Managing Director of the
Company is Mr. Venu Srinivasan who is the grandson of TV Sundaram Iyengar.

1.1.Directors:

Venu Srinivasan Chairman & Managing

Director

T. Kannan Director
H. Lakshmanan Director
R Ramakrishnan Director
K.S.Bajpai Director
C.R.Dua Director
Prince Asirvatham Director

7
 F
T
I.H
A
y
Q
D
&
R
o
P
V
v
d
ls
S
e
k
tg
fc
u
M
O
E
C
n
irm
a
h
K.N. Radhakrishnan

K S Srinivasan
S. G. Murali

1.2. Organization Structure:

President & CEO

Secretary
Executive Vice President
– Finance

The organization structure consists of the Chairman who appoints the CEO. The Vice-
presidents of the different functions report to CEO as shown in the following diagram.

The R&D department, which is one of the most important departments of the
company, has a very flat structure. This is because, to facilitate innovative behavior,
the employees have to be empowered to take calculated risks. To foster an innovative
nature, the department should have organic structure with lesser levels of hierarchies.
This is shown in the following diagram.

8









m
B
3
fy
u
d
tc
T
H
sN
a
C
g
lE
h
w
)2
D
&
(R
.P
rV
io
n
e
S
Company milestones:
Fig: Structure of R&D department

India’s first 2 seater 50cc Moped TVS50, launched in Aug 1980.

First Indian company to introduce 100cc Indo-Japanese motorcycles in Sept 1984.
Launched India’s first introduce Scooterette (sub 100cc variomatic scooters), TVS
Scooty in June 1994.
Introduced India’s first catalytic converter enabled motorcycle, the 110cc Shogun in
Dec 1996.
Launched India’s first 5-speed motorcycle, the Shaolin in Oct 1997.
Launched TVS Fiero, India’s first 150cc, 4 stroke motorcycles in April 2000.
Launched TVS Victor , 4 stroke 110cc motorcycle, in August 2001, India’s first fully
indigenously designed and manufactured motorcycle.
Launched TVS Centra in January 2004, a world class 4-stroke 100cc motorcycle
with the revolutionary VT-I Engines for best-in-class mileage.

9
 Launched TVS Star in Sept 2004, a 100cc motorcycle which is ideal for rough
terrain.

 TVS Motor Company (TVS) launches new 125cc, 4-stroke Victor GLX motorcycle in
Chennai on May 02, 2004

 TVS Motor Company introduced its entry-level 4-stroke motorcycle - TVS Star - in
the Kerala market on 2005

 TVS Motor Company launches TVS Centra VT-i, a variant of its four-stroke 100cc
model TVS Centra on May 6,2005

 TVS Motor rolls out two motorcycle variants named Victor EDGE, StaR City and
Scooty Pep plus on 2006.

 TVS Motor Company launched a new version of 125 cc Victor GLX with an electric
start option on 2007.
 TVS launched TVS APACHE 160 on 2007.

 TVS Motor Co has rolled out seven new vehicles, including its first three-wheeler and
a new 125 cc bike, aimed at gaining lost share in a highly competitive market on
2007.
 TVS launched TVS FLAME 125 on 2008

 TVS Motor Company launched Scooty Streak, which is its latest scooterette targeted
at girls of 16 to 20 age group on 2008.

 TVS Motor Company entered the 110 cc segment by unveiling 2 brand new products,
an auto-clutch motorcycle and an automatic scooter on 2009.
 TVS launched TVS APACHE 180 In the year of 2009

 TVS Motor Company has launched India's first auto-clutch motorcycle- TVS Jive, in
Chandigarh 2010.

10
 TVS Motor Company has developed an engine that is 20 per cent more fuel efficient
and is usable both in scooters and motorcycles in 2014.

 TVS introduced for TVS MAX4R in the year of 2015.

 TVS launched JUPITER and WEGO on 2015, these models for the purpose of the
laddies under the year of 16 to 25.

 Launched STAR CITY, SPORT is introduced year of 2016.

 Launched SKOOTY PEP +, XL HD-STROKE on 2016.

Mission and Vision of the company:

The company had a clear vision and mission which helped the company in
formulating long term strategic planning. Also, these helped in designing the
organizational structure which was best suited to achieve the long term goals. This
also led to the growth of the company as the culture and structure of the company
contribute to the success of any organization.
Mission:
“We are committed to being a highly profitable, socially responsible, and leading
manufacturer of high value for money, environmentally friendly, lifetime personal
transportation products under the TVS brand, for customers predominantly in Asian
markets and to provide fulfillment and prosperity for employees, dealers and
suppliers.”

Vision Statement:
 TVS Motor - Driven by the customer
 TVS Motor - The Industry Leader
 TVS Motor - Global overview
 TVS Motor - At the cutting edge
 TVS Motor - Committed to Total Quality
 TVS Motor - The Human Factor

11
  TVS Motor - Responsible Corporate Citizen

COMPETITORS OF TVS MOTOR COMPANY

Some of TVS’s top competitors are as follows:
 Bajaj Auto
 Hero Motocorp
 Honda Motorcycles
 Kymco
 Suzuki
 
SWOT ANALYSIS
SWOT Analysis is a process of evaluating your company’s strengths, weaknesses,
opportunities, and threats. It allows you to maximize your strengths, overcome your
weaknesses, reduce risks, and increase your chances of success. SWOT analysis helps
corporate decision-makers to develop strategic plans according to the internal and
external factors of the company.
 Strengths
Following are the strengths of the TVS Motor Company which has helped them gain a
strong position in the Indian automobile industry.
 Many Sub-brands  – TVS offers motorcycles, mopeds, scooters, three-wheelers and
features popular brands across all categories. Motorcycles, for example, include well-
known brands such as Apache RTR and Star City.
 Strong Financial Performance – In recent years, TVS has had a strong financial
performance. It recorded growth in revenue (12.3%) and operating margin (4.8%) in
2016. As a result, the company has improved its financial conditions, increased
shareholder value, and supported its growth plan.
 Excellent Research & Development skills –  TVS Motor’s strength lies in its
extensive research and development process, creating products that lead the industry
in innovation TVS has established a strong research and development department that
enables continuous innovation in the design of its products and the inclusion of the
latest technologies in its products. 

12
  Weaknesses
Following are the weaknesses of the TVS Motor Company they need to work on
 Lack of Scale – Although TVS has had a recent increase in revenue, it still doesn’t
stand out from big players like Bajaj Auto and Hero MotoCorp. These companies
have a big advantage over TVS.
 Reliant on the Indian Market – India is the main market for TVS engines,
accounting for more than 75% of sales. TVS has limited geographical diversity and is
therefore too dependent on the Indian market. Any downturn in the Indian market will
have an impact on the company’s finances.
 
 Opportunities
Following are some of the opportunities the TVS Motor Company can benefit from
 Growing Market – India has experienced rapid growth in the 2-wheeler market, it is
also expected that it will continue in the near term. India is the world’s second-fastest-
growing two-wheeler market. TVS will be able to capture the demand generated in
the process of this.
 Growing Indian Three-wheeler Market – In India, the three-wheeler passenger and
load carrier business is expanding, between 2005 and 2015, the three-wheeler industry
grew at a CAGR of 4.4 percent. TVS has an advantage as a result of this. With
multinational and national brands such as Yamaha, Bajaj Auto, Honda, and Hero
MotoCorp, India’s two-wheeler business is fiercely competitive. TVS being subjected
to such competition must constantly innovate to thrive in such a fiercely competitive
atmosphere.
 Global Expansion  – To capitalize on the favorable forecast for the global
motorcycle industry, which is predicted to increase at a CAGR of 6.3 percent until
2019, TVS must look forward to expanding operations globally.
 
 Threats
There are a lot of threats to the TVS Motor Company as well they are as follows
 Intense Competition – With multinational and national brands such as Yamaha,
Bajaj Auto, Honda, and Hero MotoCorp, India’s two-wheeler business is fiercely
competitive. TVS being subjected to such competition must constantly innovate to
thrive in such a fiercely competitive atmosphere.

13
 Environmental Regulations – The company is subject to several strict environmental
standards that are constantly updated, leading to rising compliance expenses.
 Improvement in Public Transport – In India, public transportation is improving,
posing a challenge to the passenger automobile industry as a whole.
 

14
 REVIEW OF LITERATURE

Haralayya (2022) concluded the final project on “CUSTOMER SATISFACTION

TOWORDS ON VANASH TVS MOTORS “I Have received both unfavourable
response from the respondents. I have met 40-45 customer of different places and
accommodated at VANASH TVS MOTORS and finding were enlightened to me. The
project work has helped in studying and understanding the practicalities of
organization. The study of “CUSTOMER SATISFACTION” Towards on VANASH
TVS MOTORAS BIDAR the data was collected from various source and also through
the tools like Questionnaire and relevant interaction with concerned persons. By
seeing the performance of TVS Two wheeler vehicle service provide by TVS motors
can conclude that It has wide marketplace and incredible hope for it sales. Also in the
current market it is one of the leading vehicle. The supply and availability of the
vehicle in Bidar locality is very best. As per showroom was troubled is have excellent
prospect in close to aspect it is given that good service majority of the people are
satisfied with VANASH TVS MOTORS company vehicles.

Ragavi and Shanmugapriya (2021) tried to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general. Consumer
behaviour study is predicated on consumer buying behaviour, with the consumer
playing three distinct roles of user, payer and buyer. The sample size determined for
this study is 177. The Convenience sampling was used in this study. The primary data
was collected through questionnaire and analyzed with the help of statistical tool
namely Uni-variate Percentage analysis, Weighted Average and Chi – square analysis.
The findings of the study and recommendation are mentioned. It is concluded that, the
organization might effectively use all the promotions tools for making efficient
communication to all the consumers.

Chakma (2018) found out the international business strategy of TVS Motor
Company for their two wheeler motorcycle. As a part of this study, it has been
investigated the sales & marketing strategy, brand strategy, primary target customers,
marketing communication strategy and advertisement policies of TVS company by
focusing on two wheeler motorcycle industry of Bangladesh. The TVS Company has

15
always prepared a strong marketing strategy with capital and technical capability to
operate in Bangladesh market. The primary target of TVS motorcycle in Bangladesh
is to grow market share and defend that at any cost. The main strategy of TVS
motorcycle in Bangladesh is directed towards high sales per model and offering low
costs compare to its competitor. In Bangladesh, the main focus of the company is
creating brand image by offering good customer services. In this report, it is
recommended that TVS motorcycle should carefully design the after sales services;
they should make online campaigns, road shows, canopy, sponsorships etc and they
should launch more attractive TV commercials to make its new offering more popular
and to make TVS a better brand in Bangladesh.

Chitra and Maheswari (2018) analysed the satisfaction of the customer towards two
– wheelers. The study was restricted only to Aundipatti talk. India is one of the largest
manufacturers and producers of two - wheelers in the world. The brands such as Star
city, Apache, Scooty pep plus, TVS- XL, TVS Jive, TVS Victor, are the popular
brands in the Two wheeler. In this backdrop, the study has been undertaken customers
satisfaction towards TVS Bharath motors in Aundipatty.

Gupta (2017) analysed that TVS motor company is one of the leading bike
manufacturers in India. The analysis of the paper was based on customer’s point of
view. For the study, both primary data and secondary data were required. The primary
data was collected based on a survey research, using a structured questionnaire with
both open ended and closed-ended questions. The sampling procedure used was
random sampling for the 1st objective i.e. to understand consumer needs on
motorbikes. For the 2nd objective i.e. to understand the awareness levels of TVS. The
mode of survey was of personal interview, where the respondents filled up the
questionnaires. The secondary data was collected from business newspapers,
magazines, Company brochures, journals and the Internet. The major conclusion from
this study was that TVS has to improve itself to gain the 1st position in the market as
it is doing well to maintain its 3rd position. TVS has a lot of work to do if it has to
take lead and remain the leading manufacturer in India.

Meera and Muthupandi (2017) analysed that customer satisfaction is a strategic

goal of any organisation, since a satisfied customer is the core concern of any
16
organisation; they pay close attention to the factors that influence customers’
satisfaction. After sales service is one of the important factor that influence customer
satisfaction in case of durable goods. After sales service is needed to prevent
dissatisfaction, frustration and it will among present customers against the product
and its manufacturers. This study basically focuses on after sales service offered by
“TVS Motors Ltd”. This study has considered different aspects of after sales service
that has impact on customer satisfaction. The data required for study is collected
through a structural questionnaire. It includes opinion of customers on various aspects
of customer’s expectations and customer satisfaction also.

Vetrivel (2012) analyzed pre-purchase and post-purchase Behaviour of customers

with reference to TVS Motors in Erode district. This study was carried out for a
period of 9 months in Erode district. The objective of this study is to be identifying
the attitude of two wheelers owners towards TVS Motors. For these purpose 300 two
wheelers owners were taken as sample for the study in order to get the needed
information. The study is a descriptive type and convenient sampling is used. The
data are collected from survey using questionnaire through interview schedule. From
this survey, it was found that TVS vehicles are mainly preferred for its power &
pickup, safely & comfort and design. Performance is a major factor for purchasing
TVS brand. TVS motors has to update its technology to meet the changing customer
needs and preference to cope up with the competitions in the market and adequate
steps should be made to increase the quality in their services for better customer
satisfaction.

17
 NEED, OBJECTIVES AND SCOPE OF THE STUDY

3.1 NEED OF THE STUDY

In India after independence, industrialization has paved the way for people to have
luxury items such as Smart TV, Smart phones, home appliances, cars and bikes etc.,
In Ludhiana; of the increasing development is the growth of the industries. Ludhiana
city is the main city of Punjab both in area and population, also known as Manchester
of Punjab. Since it is an industrial area most of the people and industrialist own cars.
The car market has recently undergone a phenomenal change with an entry of new car
model as a result of collaboration with different foreign bike market. Though there are
many car manufacturing companies only a few are able to sand in the market and earn
profit and mostly the companies are not able to face the competition to remain in the
market. The reason is due to the entry of new International cars which contribute to
the luxury segment. So, the researcher has developed an interest to study the reason
behind in preferring some brands and also a very few research studies in Car segment
are available. My sincere aspirations to know the back ground of the Car industry in
India and also which brand is dominated by the society in Ludhiana city is studied.
The statement of the problem is to identifying the importance assigned to satisfaction
level of customer towards TVS Motors and analyzes the reasons for success of brand
by identifying the satisfaction levels expressed by its existing users over different
attributes.

3.2 OBJECTIVES OF THE STUDY

 To study the satisfaction level of customer towards TVS motors.
 To study the factor which are responsible for determining the level to satisfaction of
customer.
 To know company objectives about feature modification in TVS motors
 To know opinion about price of TVS Cycle
 To discover an element impact client to obtain TVS motors.
 To know about services which are provided by the company.

18
3.3 SCOPE OF THE STUDY
The examination assisted with finding the degree of consumer loyalty for TVS Motors
Ltd. Customers. The degree become affirmed best to test "customer fulfillment" with
TVS pit reference and find potential responses to the understanding and kill contest.
The investigation permits to comprehend the remarks and pointers from clients.
 The extent of this view become to become mindful of the degree of pleasure got from
utilizing a few TVS bicycles. Keeping in compliances the several requirements,
typically the glance at come to be restricted to simply a few clients surviving in
Ludhiana.
 This specific exploration is to be able to give you a broad thought of the scrutinizes
and perspective in the clients with typically the goal that that will acknowledge a
decent method to blast the degree of fulfillment the various clients.

19
 RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN

A research design is the arrangement of condition for collection and analysis of data
in a manner that aims to combine relevance to research purpose with economy in
procedure. The present study follows a descriptive and exploratory design in nature.
In a way it includes survey and fact finding of different kinds, methods of data
collection were used.

4.2 SAMPLING PLAN

4.2.1 Target population
It refers to the smallest possible individual eligible respondent. In this study the
sampling unit is single individual women respondents who has or plan to purchase of
car. The target population of the study consists of all the citizens to Ludhiana to have
a TVS motor product or plan to buy a TVS product.

4.2.2 Sampling Technique

The selection of the respondents was done on the basis of convenience sampling
technique.

4.2.3 Sample Size

The number of respondents included in the study was 55 Ludhiana respondents.

4.2.4 Research Instrument

This study has to undergo non probability sampling method since the sample frame of
TVS products owners in Ludhiana for a particular period of time is not available. The
convenience sampling technique since the total list of all TVS products customers
cannot be obtained.

4.3 DATA COLLECTION METHOD

The data with respect to the study was collected in both ways, i.e.
(i) Primary Data
(ii) Secondary Data
20
4.3.1 Primary Data: As far as Primary Data is concerned, The Research was more of a
sample survey; making the respondents fill the questionnaire has collected the data.
The respondents personally filled the questionnaires and their attributes regarding the
study were collected.
4.3.2 Secondary Data: The purpose of Secondary Data, the researcher has reviewed the
literature like books by famous authors, internet searching and different articles
published in academics journals and magazines, newspapers, etc.

4.4 DATA ANALYSIS TOOLS AND TECHNIQUES

Information collected by means of questionnaire was processed into a master table.
On the basis of the master table, various small tables and graphs were constructed
which presented the tabular view and graphical view respectively. After the data was
collected, it was compiled, classified, and tabulated manually and with the help of
computers. Then the task of drawing the inferences was accomplished with the help of
graphic methods. Finally, the findings and recommendations were given.

21
 DATA ANALYSIS AND INTERPRETATION
5.1 Table showing the source of media to know about TVS motors

Options Frequency Percent

Friends 18 32.7
Internet 19 34.5
Newspaper 3 5.5
T.V 15 27.3
Total 55 100.0

Interpretation

From the above table it is clear that 34.5% of the people get information about TVS
Motors through Internet source, while next 32.7% through friends or relative, 27.3%
of the people get information about TVS motors through television medium. 4% of
the respondents get information about TVS Motors through newspaper source. Most
effective source of advertisement is newspaper to get information about TVS Motors.

22
5.2 Table showing the number of respondents collected information before
purchasing TVS Products.

Options Frequency Percent

No 3 5.5
Yes 52 94.5
Total 55 100.0

Interpretation

It is evident from the chart that 94.5% of the people collect information before
purchasing TVS products, whereas 5.5% of the people do not collect any information
before purchasing TVS products.

23
5.3 Table showing the preference of respondents regarding type of two wheeler

Options Frequency Percent

Geared 38 69.1
Non-geared 17 30.9
Total 55 100.0

Interpretation

It is found from the chart that near about 70 percent of the people preferred geared
products of TVS motors, while only 30.9 percent of the people prefer non-geared
products.

24
5.4 Table showing the respondents preference’s regarding TVS two wheelers
products.
Options Frequency Percent
Apache 200 13 23.6
Star city 10 18.2
TVS Jupiter 27 49.1
XL100 5 9.1
Total 55 100.0

Interpretation

The above table and chart clearly depicts that TVS Jupiter is first preference of the
people rather than other TVS products. Second preference of the respondents is TVS
Apache products. 18.2 percent of the people preferred Star city products of TVS
motors and only 9.1 percent of the people preferred XL 100 bike.

25
5.5 Table showing the features liked by respondents while purchasing TVS products.

Options Frequency Percent

Design 7 12.7
Mileage 19 34.5
Others 3 5.5
Safety 22 40.0
Speed 4 7.3
Total 55 100.0

Interpretation

From the above table it has been observed that 40% of the people like safety features
of TVS Motors instead of other feature, whereas next 34.5 percent of the people liked
the mileage of the TVS products. Design and speed also important features of TVS
motors which are liked by most of the people while purchasing TVS motors.

26
5.6 Whether advertisement and sales promotion give you a lot of information to buy
two wheelers?
Options Frequency Percent
Agree 30 54.5
Neutral 14 25.5
Strongly agree 11 20.0
Total 55 100.0

Interpretation

It is evident from the table and chart that more than half percentage of the people
agree that advertisement and sale promotion give them a lot of information to buy two
wheelers, whereas 25.5 percent people neither agree nor disagree with statement. It is
also found that 20 percent people strongly agree that advertisement and sales
promotion gives them a lot of information to buy TVS two wheelers.

27
5.7 Number of people feel sales promotion and advertisement compaigns are
necessary in making buying decision
Options Frequency Percent
No 9 16.4
Yes 46 83.6
Total 55 100.0

Interpretation

The pie chart clearly indicates that 83.6 percent people feel sales promotion and
advertisement campaigns are necessary in making buying decision. On other hand
only 16.4 percent people say no. They do not feel sales promotion and advertisement
campaigns are necessary in making buying decision.

28
5.8 Opinion of respondents towards price of Tvs motors.

Options Frequency Percent

Average 33 60.0
High 4 7.3
Reasonable 18 32.7
Total 55 100.0

Interpretation

The above analysis clearly depicts that 60 percent people feel price of TVS products
is average, whereas 32.7 percent people found it is reasonable and only 7.3 percent
people found price of TVS motors is high.

29
5.9 Respondents’ opinion towards Price affects their purchasing decision.

Options Frequency Percent

No 7 12.7
Yes 48 87.3
Total 55 100.0

Interpretation

It is found that most of the people agree that price affect their purchase decision,
whereas only 12.7 percent people disagree that price of TVS motors is affect their
purchasing decision.

30
5.10 Number of respondents wants to improvement in the various fields of TVS
motors.

Options Frequency Percent

Less labour charge 9 16.4
Reliable service 19 34.5
Service in time 17 30.9
Well trianed mechanics 10 18.2
Total 55 100.0

Interpretation

The above analysis clearly represents that 34.5 percent people want to improve
reliable service of TVS motors, whereas 30.9 percent people want improvement in
timely service. 18.2 percent people want improvement in well trained mechanics and
only 16.4 percent people want less in labour charges of TVS motors.

31
5.11 Resale of value of TVS Motors

Options Frequency Percent

Average 31 56.4
Bad 1 1.8
Good 23 41.8
Total 55 100.0

Interpretation

The above chart clearly depicts that more than half percentage of the respondents
thinks that resale value of TVS motors is average, whereas 41.8 percent rated good to
the resale value of TVS motors and only 1 people rated bad to the resale value of TVS
products.

32
5.12 Table showing the satisfaction level of respondents with overall performance of
TVS motors.
Options Frequency Percent
No 2 3.6
Yes 53 96.4
Total 55 100.0

Interpretation

The pie chart represents that 96.4 percent of the people satisfied with overall
performance of TVS motors, while only 3.6 percent dissatisfied with the overall
performance. According to the most of the people, mileage, price and after sales
services are major attributes which increase their satisfaction level among TVS
motors.

33
5.13 Number of respondents recommended TVS to their family/friends.

Options Frequency Percent

No 3 5.5
Yes 52 94.5
Total 55 100.0

Interpretation

From the pie chart, it is clearly depicts that 94.5% of the people recommended TVS
products to their family/friends. Whereas small proportion of the people do not
recommend TVS products.

34
 FINDINGS
 Most effective source of advertisement is newspaper to get information about TVS
Motors.
 Most of the people collect information before purchasing TVS products.
 According to seventy percent of the people preferred geared products of TVS motors.
 The analysis shows that TVS Jupiter is first preference of the people rather than other
TVS products.
 The analysis shows that most of the people like safety features of TVS Motors instead
of other feature. Design and speed also important features of TVS motors which are
liked by most of the people while purchasing TVS motors.
 The survey shows that more than half percentage of the people agree that
advertisement and sale promotion give them a lot of information to buy two wheelers.
 It is found from results that people feel sales promotion and advertisement campaigns
are necessary in making buying decision.
 The analysis clearly shows that sixty percent people feel price of TVS products is
average.
 It is found that most of the people agree that price affect their purchase decision.
 The results indicates that more than half percentage of the respondents thinks that
resale value of TVS motors is average.
 The analysis clearly shows that majority of the people satisfied with overall
performance of TVS motors. According to the most of the people, mileage, price and
after sales services are major attributes which increase their satisfaction level among
TVS motors.

35
 SUGGESTIONS

In the analysis the respondents have shown that they consider TVS motor company
after and this is a major concern for the company.
 TVS motor company has to make some arrangements to increase the awareness level
among the prospects through media.
 In Ludhiana the respondents who have visited the dealership are not satisfied with the
service facilities which can be improved by regular visit of the service managers as
well as providing regular training to the staff as well as the owner.
 The dealership in Ludhiana also lacks in space, which is a major concern because the
first impression on the mind of the customer is about the window display, which can
be improved with the help of the professionals.
 The buying behavior of the customers in Ludhiana is not focused on the celebrity
endorsement but they want a product which should contain all the factors and at an
affordable price.
 The customers in Ludhiana want more number of dealers in their area so as to have
more options in visiting the dealership. Every dealership should have the same
services and excellent window display so as to attract more customers
 Looks and style must not be over stressed as compared to quality and mileage.
 360 degrees marketing approach with aggressive promotional campaigning’s should
be followed.
 Focus more on mileage bikes as the style and performance are playing the major role.

36
 LIMITATIONS

Though the research was conducted properly, the probability of errors & biases kept is
minimum; still some errors occurred because of certain limitation.
These are as follows:-
 A very short span of time for research.
 This is time-consuming research method & the respondents did not have sufficient
time for giving information for such type of research.
 People were reluctant to give responses for such type of research.
 People also did not give proper response for Questionnaire & interview, because of
short time.
 Study is restricted to only Ludhiana city.
I have honestly and sincerely tried to present the facts and figures but some error still
might have cropped up.

37
 CONCLUSION
From this research work done in TVS Motors in Ludhiana city. TVS Motors is one of
the world's largest manufacturers of two wheelers. To conclude a study conducted on
Market Segmentation and Brand Awareness towards TVS Motors to explore certain
facts and figures about the customers. Views regarding the two-Wheeler generally
people is the higher compare to cars because it is treated as necessity. After consumer
behaviour and satisfaction of TVS motors, it shows that the demand for the TVS
motors products is high when compared to other brands so here the Market potential
of the TVS brand is Strong. The study reveals that most of the respondents especially
the students given more preference to purchase the TVS motors vehicle. The wings
are here to initiate a change and make a difference in the Indian 2-wheeler industry.
TVS Motors’ dream for India is to not only manufacture 2-wheelers of global quality,
but also meet and exceed the expectations of Indian customers with outstanding after
sales support.

The respondents are highly satisfied with the present TVS Motors. The reason is
because of their brand image and style of the scooter and the comfort and also the free
services provided by them. But there are few respondents who are not satisfied with
the price. So the company should look on the price also.

When compared to all other scooter, TVS Jupiter is most sold brand in Ludhiana City.
Because, the main thing is, it is very familiar to all the people when compared with all
other scooters.

38
 BIBLIOGRAPHY
 Chakma, Aornob, International Business Strategy of TVS Motor Company: A Focus
on Bangladesh Two Wheeler Motorcycle Industry (June 25, 2018).
 Chitra and Maheswari (2018) Customer Satisfaction towards TVS Bharath Motors in
Aundipatti, International Research Journal of Management, IT & Social Sciences,
5(2), 91-95.
 Dr. Duggani Yuvaraju & Prof. S. Durga Rao, Customer Satisfaction towards Honda
Two Wheelers: A Case Study in Tirupati, IOSR Journal of Business and Management
(IOSR-JBM), Volume 16, Issue 5. Version. I (May. 2014), PP 65-74.
 Dr. K. lakshmi priya, “customer satisfaction towards honda two wheeler-a study in
palakkad district, kerala”. International Conference on "Research avenues in Social
Science” Organize by SNGC, Coimbatore, Vol-1 Issue-3 2016
 Dr. A.S Ambily and Dheeraj R, “A Study on Consumer Satisfaction among Yamaha
Two Wheeler Users” International Journal of Core Engineering & Management
(IJCEM) Volume 3, Issue 1, April 2016
 Rajesh Amonkar “Customer Satisfaction Towards After Sales Service: A Case Study
Analysis”, International Journal of Science and Research (IJSR), Volume 5 Issue 10,
October 2016.
 R.Ragavi, & B.Shanmugapriya. (2021). A study on consumers buying behaviour
towards tvs motors with reference to TVS Venkatachalam in Kovilpatti. International
Journal Of Advance Research And Innovative Ideas In Education, 7(3), 3407-3419.
 http://www.business-standard.com/india/storypage.php?autono=367266
 http://www.thehindubusinessline.com/2019/08/18/stories/2009081851200200.htm
 http://www.2wheelsindia.com/2018/11/whats-up-with-tvs-motor-in-indonesia.html
 http://www.tvsmotor.in/excellence.asp
 http://www.tvsmotor.in/leader-ship.asp
 http://www.thehindubusinessline.com/2017/08/26/stories/2007082651020200.htm
 http://www.ciol.com/content/enterprise/2004/104071901.asp
 http://www.financialexpress.com/news/how-tvs-motor-rides-on-the-web/54212/0

39
 ANNEXURE
QUESTIONNAIRE

 1. Name : __________________________

2. Age : __________________________
3. E-mail id : __________________________
4. Income
a. 100000 to 200000  b. 200001 to 300000 
c. Above 300000 

5. Occupation?
a. Student  b. Business 
c. Job  d. Others 

6. How do you know about Tvs motors?

a. T.V  b. Newspaper 
c. Friends  d. Internet 

7. Do you collect information before purchasing the product?

a. Yes  b. No 

8. Which two wheeler do you prefer?

a. Geared  b. Non-geared 

9. Which bike comes to your mind when you think of a tvs two wheelers?
a. XL100  b. Apache 200 
c. Star city  d. TVS Jupiter 

10. Which feature of bike you would like to prefer most while purchasing?
a. Speed  b. Mileage 
c. Safety  d. Design 
e .Others 

40
11. Whether advertisement and sales promotion give you a lot of information to
buy two wheelers?
a. Strongly agree  b. Agree 
c. Neutral  d. Strongly disagree 

12. Do you feel sales promotion and advertisement compaigns are necessary in
making buying decision? 
a. Yes  b. No 

13. How do you feel about the price of tvs motors?

a. Reasonable  b. Average 
c. High 

14. Did price affect your purchase? 

a. Yes  b. No 

15. Which are improvement that you demand in TVS motors?

a. Service in time  b. Reliable service 
c. Well trianed mechanics  d. Less labour charge 

16. How was resale value of tvs motors?

a. Good  b. Average 
c. Bad 

17. Are you satisfied with overall performance of tvs motors?

a. Yes  b. No 

18. Do you recommend TVS to you family/friends?

a. Yes  b. No 

19. Any suggestions?

______________________________________________________

41
 CHAPTER – 1
INTRODUCTION
CHAPTER – 2
REVIEW OF
LITERATURE
 CHAPTER – 3
OBJECTIVES OF
THE STUDY
 CHAPTER – 4
RESEARCH
METHODOLOGY
 CHAPTER – 5
DATA ANALYSIS &
INTERPRETATION
CHAPTER – 6
FINDINGS
CHAPTER – 7
SUGGESTIONS
CHAPTER – 8
LIMITATIONS
CHAPTER – 9
CONCLUSION
BIBLIOGRAPHY
ANNEXURE