A STUDY ON CUSTOUMER SATISFACTION TOWARDS TVS TWO WHEELERS SPECIAL REFERENCE TO DHARMAPURI TOWN By A.

MURUGAN (Register Number: 1018876) A PROJECT REPORT Submitted to the FACULTY OF MANAGEMENT STUDIES In partial fulfillment of the requirements For the award of the degree Of MASTER OF BUSINESS ADMINISTRATION IN MARKETING MANAGEMENT AGNI COLLEGE OF TECHNOLOGY THALAMBUR ANNA UNIVERSITY OF TECHNOLOGY CHENNAI 600 025 July 2011

AGNI COLLEGE OF TECHNOLOGY [Affiliated To Anna University of Technology] THALAMBUR, CHENNAI 603 103

BONAFIDE CERTIFICATE Certified that this project report titled A Study on Customer Satisfaction towards TVS Two Wheelers Special Reference to Dharmapuri Town is the bonafide work of Mr. A.MURUGAN. Registration Number: 1018876 who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Internal Guide

Head of the Department

Submitted to Project and Viva Examination held on___________________

Internal Examiner

External Examiner

A.MURUGAN. (1018876) AGNI COLLEGE OF TECHNOLOGY THALAMBUR 603 103 DECLARATION I hereby declare that the project work entitled A Study On Customer Satisfaction Towards TVS Two Wheelers Special Reference To Dharmapuri Town is the original work done by me submitted to Anna University in Partial fulfillment of requirement for award of Master of Business Administration in Human resource record of original work done by me under the supervision of Ms. S. Chitra, MBA , M.Phil, Asst.Professor, Internal guide, Department of Management Studies Agni College Of Technology

Place: Date:

A. MURUGAN.

ACKNOWLEDGEMENT I express my sincere gratitude to Principal Dr. V. Kanakasabai, M.E., Ph.D Agni College of Technology for his valuable suggestion and encouragement during the project. I would like to thank to Dr. K.Sankaran, MBA, M.Phil, Ph.D Head of the Department of Management studies, Agni College of Technology for giving me this opportunity to undertake this project task. I express my sincere thanks to Ms. S. Chitra, MBA,M.Phil, internal guide Agni College Of Technology for her able and constant guidance that made this project work attain its present shape. I wish to express my deep sense of gratitude to all other staff members in the Department, Agni College Of Technology for their valuable suggestions and encouragement during the project. I wish to express my deep sense of gratitude to Mr. V.Saravanan, Marketing Manager, TVS Showroom Dharmapuri for giving me this opportunity to undertake this project task In conclusion, I would like to express my sincere thanks to my family members, friends and one and all of those who rendered their valuable assistance, in bringing out this project work a successful one.

A. MURUGAN

ABSTRACT

It is an era of customer delight. The conventional measures implemented by the service organizations tend to be inadquate to attract customers persistendly. We examine the current status of two-wheeler service stations in terms of their strategies and actions adopted in managing the service stations. The important factors to achieve customer satisfaction in two-wheeler service industry are identified. Data collected for this study encompasses: questionnaire survey of the customers. The specific contribution of our research in lies in identificaion and categorizing the factors influencing customer satisfaction.

CONTENTS CHAPTER NO 1 PARTICULARS INTRODUCTION 1.1 Introduction 1.2 Objective of the study 1.3 Scope of the Study 1.4 Industry Profile 1.5 Company Profile 1.6 Limitations of the study 2 3 4 REVIEW OF LITERATURE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION 4.2.1 Correlation 4.2 .2 Correlation 4.2.3 Correlation 4.2.4 Chi-Square test 5 SUMMARY 5.1 Findings 5.2 Suggestions 5.3 Conclusion APPENDIX QUESTIONNAIRE BIBLIOGRAPHY PAGE NO 1 2 10 11 12 14 17 18 22 27 66 67 68 69 71 72 73 74 75 76 81

LIST OF TABLES

TABLE NO. 4.1.1 4.1.2 4.1.3 4.1.4 4.1.5

PARTICULARS Classification of respondents based on Gender Classification of respondents based on age Classification of respondents based on occupation Classification of respondents based on family income Classification of respondents based on motivating factors to buy TVS bikes

PAGE NO. 28 30 32 34 36

4.1.6

Classification of respondents based on opinion towards source of TVS bikes purchase

38

4.1.7

Classification of respondents based on opinion towards most preferred model in TVS bikes

40

4.1.8

classification of respondents based on factors affecting purchasing decisions of TVS bikes

42

4.1.9

Classification of respondents based on purpose of buying TVS bikes

44

4.1.10 4.1.11

Classification of respondents based on opinion towards the color preference Classification of respondents based on satisfaction level of the TVS bikes mileage

46 48

4.1.12

Classification of respondents based on satisfaction level towards R.O.I and installments

50

4.1.13

Classification of respondents based on opinion towards fair and equitable price of the TVS bikes.

52

4.1.14

Classification of respondents based on opinion towards quality of TVS bikes.

54

4.1.15

Classification of respondents based on opinion towards the source of buying TVS bikes.

56

4.1.16

Classification of respondents based on opinion towards overall sales process

58

4.1.17

Classification of respondents based on opinion towards the availability of TVS spare parts

60

4.1.18

Classification of respondents based on opinion towards time taken by the sales executive to handle the process

62

4.1.19

Classification of respondents based on opinion towards service charges in TVS showroom

64

4.1.21

Correlation - To find out the relationship between price and overall sales process of TVS bikes.

66

4.1.22

Correlation- To find out the relationship between Quality of product and overall sales process of TVS bikes.

67

4.1.23

Correlation- To find out the relationship between Quality of product and overall sales process of TVS bikes.

68

4.1.24

Chi-Square- To measure the probability of association between the rate of satisfaction with the TVS bikes features

69

LIST OF CHARTS TABLE NO. 4.1.1 4.1.2 4.1.3 4.1.4 4.1.5 4.1.6 4.1.7 PARTICULARS Classification of respondents based on Gender Classification of respondents based on age Classification of respondents based on occupation Classification of respondents based on family income Classification of respondents based on motivating factors to buy TVS bikes Classification of respondents based on opinion towards source of TVS bikes purchase Classification of respondents based on opinion towards most preferred model in TVS bikes 4.1.8 4.1.9 4.1.10 classification of respondents based on factors affecting purchasing decisions of TVS bikes Classification of respondents based on purpose of buying TVS bikes Classification of respondents based on opinion towards the color preference 4.1.11 4.1.12 4.1.13 Classification of respondents based on satisfaction level of the TVS bikes mileage Classification of respondents based on satisfaction level towards R.O.I and installments Classification of respondents based on opinion towards fair and equitable price of the TVS bikes. 4.1.14 Classification of respondents based on opinion towards quality of TVS bikes. 55 53 51 49 47 45 43 41 39 PAGE NO. 29 31 33 35 37

4.1.15 4.1.16 4.1.17 4.1.18 4.1.19

Classification of respondents based on opinion towards the source of buying TVS bikes. Classification of respondents based on opinion towards overall sales process Classification of respondents based on opinion towards the availability of TVS spare parts Classification of respondents based on opinion towards time taken by the sales executive to handle the process Classification of respondents based on opinion towards service charges in TVS showroom

57 59 61 63 65