Consumer Preference of Tvs Motorcycle

CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil.
, Coimbatore
A STUDY ON CONSUMER PREFERENCE OF TVS MOTORCYCLE

WITH SPECIAL REFERENCE TO MURUGESAN MOTORS,
PERIYAKULAM TALUK
2008
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.
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.
 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.
INTRODUCTION OF THE INDUSTRY

HISTORY
The Britannica Encyclopaedia describes a motorcycle as a bicycle or tricycle
propelled by an internal-combustion engine (or, less often, by an electric engine).
The motors on minibikes, scooters, and mopeds, or motorized velocipedes, are
usually air-cooled and range from 25 to 250 cubic cm (1.5 to 15 cubic inches) in
displacement; the multiple-cylinder motorcycles have displacements of more
than 1,300 cubic cm.
The automobile was the reply to the 19th-century dream of self-propelling the
horse-drawn carriage. Similarly, the invention of the motorcycle created the
self-propelled bicycle. The first commercial design was a three-wheeler built by
Edward Butler in Great Britain in 1884. This employed a horizontal single-
cylinder gasoline engine mounted between two steerable front wheels and
connected by a drive chain to the rear wheel.

The 1900s saw the conversion of many bicycles, or pedal cycles by adding
small, centrally mounted spark ignition engines. There was then felt the need for
reliable constructions. This led to road trial tests and competition between
manufacturers. Tourist Trophy (TT) races were held on the Isle of Man in 1907
as reliability or endurance races. Such were the proving ground for many new
ideas from early two-stroke-cycle designs to supercharged, multivalve engines
mounted on aerodynamic, carbon-fibre reinforced bodywork.

INVENTION OF TWO WHEELERS
The invention of the first two-wheeler is a much-debated issue. "Who

invented the first motorcycle?" may seem like a simple question, but the answer is
quite complicated.
Two-wheelers owe their descent to the "safety" bicycle, i.e., bicycles with front
and rear wheels of the same size, with a pedal crank mechanism to drive the rear
wheel. Those bicycles, in turn descended from high-wheel bicycles. The high-
wheelers descended from an early type of pushbike, without pedals, propelled by
the rider's feet pushing against the ground. These appeared around 1800, used
iron-banded wagon wheels, and were called "bone-crushers," both for their
jarring ride, and their tendency to toss their riders.
Gottlieb Daimler (who later teamed up with Karl Benz to form the Daimler-Benz
Corporation) is credited with building the first motorcycle in 1885, one wheel in
the front and one in the back, although it had a smaller spring-loaded outrigger
wheel on each side. It was constructed mostly of wood, the wheels were of the
iron-banded wooden-spoked wagon-type, it definitely had a "bone-crusher"
chassis!
This two-wheeler was powered by a single-cylinder Otto-cycle engine, and may

have had a spray-type carburetor. (Wilhelm Maybach, Daimler's assistant, was
working on the invention of the spray carburetor at the time). If two wheels with
steam propulsion can be called a motorcycle, then the first one may have been
American.
One such machine was demonstrated at fairs and circuses in the eastern US
in 1867. This was built by one Sylvester Howard Roper of Roxbury,
Massachusetts. There is an existing example of a Roper machine, dated 1869. A
charcoal-fired two-cylinder engine, whose connecting rods directly drive a crank
on the rear wheel, powers it. This machine predates the invention of the safety
bicycle by many years, so its chassis is also based on the "bone-crusher" bike.
ORIGIN OF MOTOR-SCOOTERS
Edward Butler, an Englishman, built the first motor tricycle in 1884. The first
gasoline-engine motorcycle to appear publicly was built by Gottlieb Daimler, of
Bad Cannstatt, Germany, in 1885. The first practical engines and motorcycles
were designed by the French and Belgians, followed by British, German, Italian,
and American makers.
The popularity of the vehicle grew, especially after 1910. During World War I
the motorcycle was used by all branches of the armed forces in Europe,
principally for dispatching. After the war it enjoyed a sport vogue until the
Great Depression began in 1929. After World War II a revival of interest in
motorcycles lasted into the late 20th century, with the vehicle being used for
high-speed touring and sport competitions.

The practice of attaching auxiliary engines to bicycles in western Europe and
parts of the United States led to the development during the 1950s of a new type
of light motorcycle, the moped. Originating in Germany as a 50-cubic-
centimeter machine with simple controls and low initial cost, it was largely free
of licensing and insurance regulations except in Great Britain.
The more sophisticated motor scooter originated in Italy soon after World War
II, led by manufacture of a 125-cubic-centimeter model. Despite strong
competition from West Germany, France, Austria, and Britain, the Italian
scooters maintained the lead in the diminishing market. The scooter has small
wheels from 20 to 36 cm (8 to 14 inches) in diameter, and the rider sits inside
the frame. Power units are placed low and close to the rear wheel, which is
driven by bevel gearing or chain. Capacities vary from 50 to 225 cubic cm, and
four-speed gearing is common.

INITIAL HIT
Most of the development during this earliest of eras
concentrated on three and four-wheeled designs, since it was complex enough to
get the machines running without having to worry about them falling over. The
next really notable two-wheeler was the Millet of 1892. It used a 5-cylinder
engine built as the hub of its rear wheel. The cylinders rotated with the wheel, and
its crankshaft constituted the rear axle.
The first really successful production two-wheeler though, was the Hildebrand &
Wolfmueller, patented in Munich in 1894. It had a step-through frame, with its
fuel tank mounted on the downtube. The engine was a parallel twin, mounted low
on the frame, with its cylinders going fore-and-aft. The connecting rods
connected directly to a crank on the rear axle, and instead of using heavy
flywheels for energy storage between cylinder-firing, it used a pair of stout elastic
bands, one on each side outboard of the cylinders, to help out on the compression
strokes. It was water-cooled, and had a water tank/radiator built into the top of the
rear fender.
In 1895, the French firm of DeDion-Buton built an engine that was to make the
mass production and common use of motorcycles possible. It was a small, light,
high revving four-stroke single, and used battery-and-coil ignition, doing away
with the troublesome hot-tube. Bore and stroke figures of 50mm by 70mm gave a
displacement of 138cc. A total loss lubrication system was employed to drip oil
into the crankcase through a metering valve, which then sloshed around to
lubricate and cool components before dumping it on the ground via a breather.
DeDion-Buton used this 1/2 horsepower powerplant in roadgoing trikes, but the
engine was copied and used by everybody, including Indian and Harley-Davidson
in the U.S. Although a gentleman named Pennington built some machines around
1895 (it's uncertain whether any of them actually ran), the first US production
motorcycle was the Orient-Aster, built by the Metz Company in Waltham,
Massachusetts in 1898. It used an Aster engine that was a French-built copy of
the DeDion-Buton, and predated Indian (1901) by three years, and Harley-
Davidson (1902) by four.
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. (ex-
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.
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.
 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.
 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 OF THE STUDY
In this competitive modern age, where different qualities and types of

goods exist, branching is of special 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.
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.
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.
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.
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.
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.
TABLE NO.1
TABLE SHOWING AGE GROUP OF THE RESPONDENTS
Age No. of respondents %

20-30 55 42
30-40 36 28
40-50 25 19
50-60 14 11
Total 130 100
Interpretation
The above table show that 42%of the respondents are between the
age group of 20-30, 28% of the respondents between the age 30-40, 19% of
the respondents between the age 40-50, 11% of the respondents between
the age 50-60.
CHART NO -1
REGARDING THE AGE GROUP OF THE RESPONDENTS
45
40
35
30
Percentage
25 20-30
30-40
20 40-50
50-60
15
10
0
Particulars
TABLE NO.2
TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS
occupation No. of %
respondents
Private employee 75 58
Government employee 15 11
Business man 20 15
Students 10 8
others 10 8
Total 130 100
Interpretation
From the above table it can be analysis that above 58% of the
respondents are occupied in private employee, 15% of the respondents are
business man, 11% of the respondents are government employees, , 8% of
the respondents students,8% of the respondents others.
CHART NO - 2.
CHART REGARDING THE OCCUPATION OF THE
RESPONDENTS
60
50
40
Percentage
Private employee
Government employee
30 Business man
Students
Others
20
10
0
Particulars
TABLE NO.3
TABLE SHOWING THE NUMBER OF FAMILY MEMBERS
Family members No. of respondents %

1-2 10 8
2-4 65 50
4-6 50 38
6 and above 5 4
Total 130 100
Interpretation
The above table shows that 50% of the respondents have a 2-3
family members using the vehicle. 38% of the respondents have a 4-6
family members, 8% of the respondents have a 1-2 family members using
the vehicle, 4% of the respondents have a 6 and above family members.
CHART NO- 3
CHART REGARDING THE NUMBER OF FAMILY MEMBERS
60
50
40
1to2
Percentage
2to4
30
4to6
6 and above
20
10
0
Particulars
TABLE NO.4
TABLE SHOWING THE MONTHLY INCOME OF THE RESPONDENTS.
Income No. of respondents %

3000-5000 44 34
5001-7000 37 28
7001-9000 27 21
9000 above 22 17
Total 130 100
Interpretation
The above table shown that 34% of the respondents have a monthly
income up to 3000-5000, 28% of the respondents have a monthly income
5001-7000, 21% of respondents have a monthly income 7001-9000. 17%
of the respondents have a monthly income 9000 above.
CHART NO - 4
CHART REGARDING THE MONTHLY INCOME OF THE
RESPONDENTS
9000 above
Particulars
7001-9000
5001-7000
3000-5000
0 10 20 30 40
Percentage
TABLE NO.5
TABLE SHOWING THE MOST PREFERRED MODEL IN TVS BY THE

RESPONDENTS
Particulars No. of respondents %

TVS MAX R100 51 39
TVS victor 34 26
TVS star city 28 22
TVS apache 17 13
Interpretation
The above table shows that 39% of the respondents prefer TVS
MAX R100, 26% of the respondents prefer TVS victor, 22% of the
respondents prefer TVS star city , 13% of the respondents prefer TVS
apache.
CHART NO – 5
CHART REGARDING THE MOST PREFERRED MODEL IN TVS
BY THE RESPONDENTS
40
35
30
25
Percentage
20
15
10
0
Particulars
TVS MAX R100 TVS victor

TVS star city TVS apache
TABLE NO.6
TABLE SHOWING THE MODE OF PURCHASE BY THE
RESPONDENTS
Particulars No. of %
respondents
Loan 91 70
Cash 39 30
Total 130 100
Interpretation
The above table shows that 70% of the respondents have resorted to
loan, 30% of the respondents have resorted to cash.
CHART NO - 6
CHART REGARDING MODE OF PURCHASE BY THE
RESPONDENTS.
TABLE NO.7
TABLE SHOWING THE MILEAGE PERFORMANCE OF THE
VEHICLE USED BY THE RESPONDENTS.
respondents
50-60 59 45
60-70 38 29
70-80 20 16
80 and above 13 10
Total 130 100
Interpretation
The above table shows that about 45% of the respondents are getting
a mileage of above 50-60 kilometers, 29% of the respondents are a getting
a mileage of 60-70, 16% of the respondents are getting a mileage of 70-80,
10% of the respondents are getting a mileage 80 and above.
CHART NO - 7
CHART REGARDING THE MILEAGE PERFORMANCE OF THE
VEHICLE USED BY THE RESPONDENTS
45
40
35
30
Percentage
25 50-60
60-70
20 70-80
80 and above
15
10
0
Particulars
TABLE NO.8
TABLE SHOWING THE TYPE OF MEDIA PREFERRED BY THE

RESPONDENTS.
Particular No of %
responden
ts
Television 58 45
Newspaper 38 29
Magazine 20 15
Banners 14 11
Total 130 100
Interpretation
The above table shows that about 45% of the respondents have seen
the TVS vehicles is advertisement on Television. 29% of the respondents
have seen through newspaper. 15% of the respondents have seen through
magazine. 11% of the respondents have seen through banners.
CHART NO – 8
CHART REGARDING THE TYPE OF MEDIA PREFERRED BY THE

RESPONDENTS
45
40
35
30
Percentage
25 Television
Newspaper
20 Magazine
Banners
15
10
0
Particulars
TABLE NO.9
TABLE SHOWING THE MAINTENANCE COST BY THE
RESPONDENTS PER MONTH.

1000 78 60
2000 32 25
3000 12 9
4000 and above 8 6
Total 130 100
Interpretation
The above table indicated that about 60% of the respondents are
incurring maintenance cost of Rs. 1000, 25% of the respondents are
incurring maintenance cost of Rs.2000, 9% of the respondents are incurring
maintenance cost of Rs. 3000, 6% of the respondents are incurring
maintenance cost 4000 and above.
CHART NO - 9
CHART REGARDING THE MAINTENANCE COST BY THE
RESPONDENTS PER MONTH
70
60
50 1000
Percentage
40 2000
3000
30
4000 and above

20
10
0
Particulars
TABLE NO.10
TABLE SHOWING THE PURPOSE OF THE VEHICLE USED BY THE
RESPONDENTS.
respondents
Official 55 42
Personal 75 58
Total 130 100
Interpretation
The above table shows that 58% of the respondents are using the
vehicle for personnel use. 42% of the respondents are using the vehicle for
official use.
CHART NO - 10
CHART REGARDING THE PURPOSE OF THE VEHICLE USED BY
THE RESPONDENTS
60
50
40
Percentage
30 Official
Personal
20
10
0
Particulars
TABLE NO.11
TABLE SHOWING THE USAGE OF THE VEHICLE BY THE

RESPONDENTS.
respondents
0-1 years 17 13
1-2 years 26 20
2-3 years 36 28
3 years & above 51 39
Total 130 100
Interpretation
vehicle for 3 years and above, 28% of the respondents are using 2-3 years,
20% of the respondents are using 1-2 years, 13% of the respondents are
using below 1 year.
CHART NO - 11
CHART REGARDING THE USAGE OF THE VEHICLE BY THE
RESPONDENTS IN YEARS .
40
35
30
25
Percentage
0-1 years
20 1-2 years
2-3 years
15 3 years & above
10
0
Particulars
TABLE NO.12
TABLE SHOWING GEAR OPINION OF THE RESPONDENTS.
respondents
Excellent 26 20
Good 69 53
Modification 25 19
Poor 10 8
Total 130 100
Interpretation
The above table shows that 53% of the respondents opinion about
the gear system is good. 20% of the respondents opinion was excellent,
19% of the respondents opinion was modification, 8% of the respondents
opinion was poor.
CHART NO -12
CHART REGARDING GEAR OPINION OF THE RESPONDENTS
8 20
19
53
Excellent Good Modification Poor

TABLE NO.13
TABLE SHOWING REASON FOR PURCHASE OF THE MODEL
respondents
Comfort 60 46
Style 28 22
Mileage 37 28
Advertisement 5 4
Total 130 100
Interpretation
The above table shows that 46% of the respondents feel that comport
is the reason for purchase model, 28% of the respondents feel that mileage,
22% of the respondents feel that style, 4% of the respondents feel that
advertisement.
CHART NO -13
CHART REGARDING THE REASON FOR PURCHASE OF THE MODEL
50
45
40
35
30
Percentage
25
20
15
10
5
0
Particulars
Comfort Style Mileage Advertisement

TABLE NO.14
TABLE SHOWING THE COST OF VEHICLE
respondents
High 37 28
Moderate 66 51
Low 27 21
Total 130 100
Interpretation
The above table indicates that 51% of the respondents feel that
moderate the cost of vehicle. 28% of the respondents feel that high, 21% of
the respondents feel that low.
CHART NO -14
CHART REGARDING COST OF THE VEHICLE
60
50
40
Percentage
30
20
10
0
Particulars
High Moderate Low

TABLE NO.15
TABLE SHOWING THE WARRANTY PERIOD
respondents
Yes 112 86
No 18 14
Total 130 100
Interpretation
The above table we can inter that about 86% of the respondents are
feeling that the warranty period is helpful, 14% of the respondents are
feeling that did not get the warranty period.
CHART NO - 15
CHART REGARDING THE WARRANTY PERIOD
14
86
Particulars
Yes No
TABLE NO.16
TABLE SHOWING THE USING THE VEHICLE FOR HOW MANY

HOUR A DAY
respondents
0-1 hour 12 9
1-2 hour 28 22
2-3 hour 55 42
more than 3 hours 35 27
Total 130 100
Interpretation
vehicle for a day 2-3 hours, 27% of the respondents are using the vehicle
for a day more than 3 hours, 22% of the respondents are using the vehicle
for a day 1-2 hours, 9% of the respondents are using the vehicle below 1
hours per day.
CHART NO - 16
CHART REGARDING USING THE VEHICLE FOR HOW MANY HOUR A
DAY
45
40
35
30
Percentage
25 0-1 hour
1-2 hour
20 2-3 hour
more than 3 hours
15
10
0
Particulars
TABLE NO.17
TABLE SHOWING SPARE PARTS AVAILABILITY WITH THE LOCAL

DEALERS
respondents
satisfied 105 81
dissatisfied 25 19
Total 130 100
Interpretation
The above the table shows that 81% of the respondents are satisfied
with the spare parts availability with the local dealers 25% of the
respondent are dissatisfied.
CHART NO -17
CHART REGARDING THE SPARE PARTS AVAILABILITY WITH THE
LOCAL DEALERS
90
80
70
60
Percentage
50
satisfied
40 dissatisfied
30
20
10
0
Particulars
TABLE NO.18
TABLE SHOWING THE LEVEL OF SATISFACTION OF THE
RESPONDENT WITH AFTER SALES AND SERVICE.
Highly satisfied 73 56
satisfied 39 30
Dis-satisfied 11 9
Highly dis-satisfied 7 5
Total 130 100
Interpretation
The above table shows that 56% of the respondents are highly
satisfied with the after sales and service, 30% of the respondents are
satisfied, 9% of the respondents are dis satisfied, 5% of the respondents
highly dis satisfied.
CHART NO -18
CHART REGARDING THE LEVEL OF SATISFACTION OF THE
RESPONDENT WITH AFTER SALES AND SERVICE.
60
50
40
Highly satisfied
Satisfied
30
Dissatisfied
Highly dissatisfied
20
10
0
TABLE NO.19
TABLE SHOWING PROBLEM FACED BY THE RESPONDENTS.
respondents
Starting trouble 26 15
Pick up 75 58
Mileage problem 35 27
Battery problem 0 0
Total 130 100
Interpretation
The above table shows that 58% respondents faced pick up problem,
27% of the respondents faced mileage problem, 15% of the respondents
faced starting trouble problem.
CHART NO - 19
CHART REGARDING THE PROBLEM FACED BY THE RESPONDENTS
70
60
50
40 Starting trouble
Pick up
Mileage problem
30 Battery problem
20
10
0
Partcular
TABLE NO.20
TABLE SHOWING THE RESPONDENTS OPINION ABOUT LONG

RIDING OF THE VEHICLE

Wonderful 15 11
Excellent 28 22
Good 66 51
Poor 21 16
Total 130 100
Interpretation
The above table shows that 51% of the respondents are long riding is
good, 22% of the respondents are long riding is excellent, 16% of the
respondents are long riding is poor, 11% of the respondents are long riding
is wonderful.
CHART NO - 20
CHART REGARDING THE RESPONDENTS OPINION ABOUT THE
LONG RIDING OF THIS VEHICLE
60
50
40
Percentage
W onderful
30 Excellent
Good
Poor
20
10
0
Particulars
TABLE NO. 21
TABLE SHOWING THE RESPONDENTS PLAN FOR CHANGING

THEIR VEHICLES
Yes 40 31
No 90 69
Total 130 100
Interpretation
The above table shows that 69% of the respondents have no idea to
change the vehicle. 31% of the respondents says to change the vehicle.
CHART NO - 21
CHART REGARDING THE RESPONDENTS PLAN FOR CHANGING

THEIR VEHICLES
Yes
No
TABLE NO. 22
TABLE SHOWING THE RESPONDENTS ALTERNATIVE
PREFERENCE
Honda 5 4
Hero Honda 65 50
Bajaj 40 30
yamaha 20 16
Total 130 100
Interpretation
The above table shows that 50% of the respondents alternative
preference of the vehicle is Hero honda, 30% of the respondents alternative
preference of the vehicle is Bajaj, 16% of the Respondents alternative
preference of the vehicle is Yamaha, 4% of the respondents alternative
preference of the vehicle is Honda.
CHART NO-22
CHART REGARDING THE RESPONDENTS ALTERNATIVE
PREFERENCE
50
45
40
35
30
Percentage
Honda
25 Hero Honda
Bajaj
20 yamaha
15
10
0
Particulars
TABLE NO. 23
TABLE SHOWING OVERALL PERFORMANCE OF THE VEHICLE

USED BY THE RESPONDENTS
respondents
Highly satisfied 60 46
Satisfied 31 24
Moderate 26 20
Dissatisfied 13 10
Total 130 100
Interpretation
The above table shows that 46% of the respondents feet that they are
highly satisfied with the overall performance.24% of the respondents feet
that satisfied, 20% of the respondents feet that moderate, 10% of the
respondents feel that they dis-satisfied.
CHART NO -23
CHART REGARDING THE OVERALL PERFORMANCE OF THE
VEHICLE USED BY THE RESPONDENTS
50
45
40
35
30
Highly satisfied
25 Satisfied
Moderate
20 Dissatisfied
15
10
5
0
Particulars
CHI - SQUIRE ANALYSIS

TEST - 1
RELATIONSHIP BETWEEN AGE AND TYPES OF MODEL
Age Types of model

group TVS TVS TVS TVS Total
MAX R Victor Star city Apache
100
20-30 24 16 7 8 55
30-40 12 10 12 5 36
40-50 8 6 6 2 25
50-60 7 2 3 2 14
Total 51 34 28 17 130
Null hypothesis (Ho)

There is no significant relationship between age and types of model.
Alternative hypothesis
There is significant difference between age and types of model
chi-square test (x2)=E(O-E)2/E
when
O = observed frequency
E = Expected frequency
Expected frequency is calculated as follows:
Row Total x Column Total

E= ______________________
Grand total
Degree of freedom : (r-1) x (c-1)
where :
R – Number of Rows
C – Number of Columns
We can calculate value of chi-square test
Group O E (O-E) (O-E)2 (O-E)2

E
20-30 age group
Max R 100 24 22 2 4 0.1818
Victor 16 14 2 4 0.2857
Star city 7 12 -5 25 2.0833
Apache 8 7 1 1 0.1428
30-40 age group
Max R 100 12 14 -2 4 0.2857
Victor 10 9 1 1 0.4111
Star city 12 8 4 16 2
Apache 2 5 -3 9 1.8
40-50 age group
Max R 100 8 10 -2 4 0.4
Victor 6 6 0 0 0
Star city 6 5 1 1 0.2
Apache 5 3 2 4 1.3333
50-60 age group
Max R 100 7 5 2 4 0.8
Victor 2 4 -2 4 1
Star city 3 3 0 0 0
Apache 2 2 0 0 0
10.6237
The calculate the Vale of (X2) = E (O-E) / E

Therefore the degree of freedom = (r-1) (c-1)
= (4-1) (4- 1)
= (3) (3)
=9
The table value of X2 is 9 degree of freedom at 5% level of significance is the
table value showing chi-square analysis
Calculated Value x2 10.6237
Degree of freedom 9
Level of significant 5%
Table Value 16.919
Result Accept
Conclusion:
Since the calculated value is less than the table value and hypothesis is
proved so there is no significant relationship between age and types of model. All
the age group of people are satisfied regarding prefer the all the model of
vehicles.
TEST - 2
RELATIONSHIP BETWEEN LEVEL OF INCOME AND MODE OF

PURCHASE.
Income Mode of purchase

level (per Loan Cash Total
month)
3000-5000 35 9 44
5001-7000 24 13 37
7001-9000 17 10 27
9001 and 15 7 22
above
Total 91 39 130
Null hypothesis (Ho)

There is no significant relationship between level of income and mode of
purchase.
Alternative hypothesis
There is significant difference between level of income and mode of
purchase.
We can calculate value of chi-square test
Group O E (O-E) (O-E)2 (O-E)2

E
3000 - 5000
Loan 35 31 4 16 0.5161
Cash 9 13 -4 16 1.2300
5001 - 7000
Loan 24 26 -2 4 0.1538
Cash 13 11 2 4 0.3636
7001 - 9000
Loan 17 19 -2 4 0.2105
Cash 10 8 2 4 0.5000
9000 and above

Loan 15 15 0 0 0
Cash 7 7 0 0 0
2.974
The calculate the Value of (X2) = E (O-E) / E

Therefore the degree of freedom = (r-1) (c-1)
= (2-1) (4- 1)
= (1) (3)
=3
The table value of X2 is 9 degree of freedom at 5% level of significance is the
table value showing chi-square analysis
Calculated Value X2 2.974

Degree of freedom 3
Level of significant 5%
Table Value 7.81
Result Accept
CONCLUSION
Since the calculated value is less than the table value and our hypothesis is
proved. So there is no significant relationship between income level and mode of
purchase. All the income level people are satisfied regarding mode of purchase.
FINDINGS
 42% of the respondents are between the age group of 30-40.
 58% of the respondents are occupied in private employee.
 50% of the respondents have a family members 2-4.
 34% of the respondents have a monthly income up to 3000-5000.
 39% of the respondents prefer TVS Max R 100.
 56% of the respondents have resorted to loan
 45% of the respondents are getting a mileage 50-60.
 45% of the respondents have seen the TVS Vehicles advertisement on

Television.
 60% of the respondents are incurring maintenance cost of Rs. 1000.
 75% of the respondents are using the vehicle for personnel use.
 39% of the respondents are using the vehicle for 3 years and above.
 53% of the respondents feel good for the gear system.
 66% of the respondents feel that the cost of changed for the vehicle is
moderate.
 86% of the respondents are feeling that the warranty period is helpful.
 46% of the respondents feel that comfort is the reason for purchasing the
model.
 42% of the respondents are using the vehicle for a day 2-3 years.
 81% of the respondents are satisfied with the spare parts availability.
 56% of the respondents people are highly satisfied with after sales service
offered by the company.
 58% of the respondents are facing problem while pick-up.
 51% of the respondents are long riding is good.
 69% of the respondents have no idea to changing the vehicle.
 50% of the respondents alternative preference of vehicle alternative preference

of vehicle is hero Honda.
 46% of the respondents feel that they are highly satisfied by the overall
performance of the vehicle.
SUGGESTIONS
1. The company should maintain the awareness among TVS vehicle users.
2. The company should have maintain the long riding and maintenance cost.
It reduce the cost and increase the mileage and pick-up.
3. The company should provide alternative media message.
4. Spare part should be made available of reasonable price.
5. Provide more stylish and comfortable the TVS vehicle.
6. Produce the vehicle at international standard and average technology.

CONCLUSION
This study was conducts in Coimbatore city with a broad objective of

consumer preference of two wheelers in TVS vehicle for this purpose. 130
customers were selected and obtained the various responses based on the
questionnaire method.
The data was collected and consolidated using simple percentage method,
and chi-square analysis, Graphic and charts, tables were used for
representation to achieve the objective of the study.
By and large it was found that most of the consumers are choose on TVS
vehicles because of its low maintenance cost, good model and good long
riding etc. It’s maintained in awareness of the vehicles and improving the
satisfaction level and advertisement.
BIBLIOGRAPHY
BOOKS
1. BALU.V,Dr(2001) : “MARKETING RESEARCH OF CONSUMER
BEHAVIOUR”2nd EDITION, SRI
VENKADESWARAN BUBLICATIONS.
2.KOTHARI. C.R (2003) : “RESEARCH METHODOLOGY” 2nd EDITION,
WISHAWAV PRAKASHAN.
3.PHILIP KOTLER(2003) : “MARKETING MANAGEMENT”
MILLENNIUM EDITION PRENTICE TALL OF
INDIA PRIVATE LIMITED, 2001 10th EDITION.
4.PILLAI .R.S.N
AND
BHAGAVATHY : “MODERN MARKETING”
2nd EDITION SULTHAN CHAND
AND SONS.
WEB SITE:
www.tvsmotors.com
A STUDY ON CUSTOMER PREFERENCE OF TWO WHEELERS IN TVS

VEHICLE WITH SPECIAL REFERENCE TO PERIYAKULAM (TK)
QUESTIONARIE
1. Name :
2. Address :
3. Age
a). 20-30 b) 30 – 40 c) 40-50 d) 50-60.
4. Occupation
a. Private employee
b. Government employee
c. Business man
d. Students
e. Others.
5. Number of family members:
a) 1-2 b) 2-4 c) 4-6 d) 6 and above
6. Family income (Per month)
a) 3000 – 5000 b) 5001 – 7000 c) 7001 – 9000 d) 9000

and above
7. Which you preferred in TVS bike model
a) TVS MAX R100 b) TVS Victor c) TVS Star city
d) TVS Apache.
8. State the mode of purchase:

a) Loan b) Cash c) Credit d) Hypothecation
9. What is the mileage?
a) 50- 60 b) 60-70 c) 70-80 d) 80 and above
10. What is the media in which you have seen the advertisement of TVS (any
mode)
a) Television b) Newspaper c) Magazine d) Banners
11. What is the maintenance cost (Per month)
a) 1000 b) 2000 c) 3000 d) 4000 and above.
12. For what purpose the vehicle is used?
a) Official b) Personal
13 How long you owned the vehicle
a) 0- 1 year b) 1-2 year c)2-3 year d) 3 year and above
14. What is your opinion about the gear system?
a) Excellent b) Good c) Modification d) Poor
15. State the reason for purchasing the mode?
a) Comfort b) Style c) Mileage d) Advertisement
16. What do you feel about the cost of the vehicle?
a) High b) Moderate c) Low.
17. Did you get any warranty period?
a) Yes b) No
18. If you use Bike, how many hours a day?

a) 0-1 hours b) 1-2 hours c) 2-3 hours d) More than 3 hours.
19. Are you satisfied with the spare parts available with local dealer?
a) Satisfied b) Dissatisfied
20. Are you satisfied with after sales and service?
a) Highly satisfied b) Satisfied c) Highly dissatisfied d) Dis-satisfied.
21. What problem you come across while using the vehicle?
a) Starting trouble b) Pick up c) Mileage problem d) Battery problem.
22. What is your opinion about the long riding of this vehicle?
a) Wonderful b) Excellent c) Good d) Poor
23. Do you have any idea to change the vehicle?
a) Yes b) No.
24. If yes, mention the brand
a) Honda b) Hero Honda c) Bajaj d) Yamaha
25. How do you feel about the overall performance of this vehicle?
a) Highly satisfied b) Satisfied c) Moderate d) Dis-satisfied.

Consumer Preference of Tvs Motorcycle

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CONSUMER PREFERENCE OF TVS MOTORCYCLE A.SUKUMAR., M.Com., M.Phil.

A STUDY ON CONSUMER PREFERENCE OF TVS MOTORCYCLE

INTRODUCTION OF THE STUDY

Marketing is societal process by which individuals and groups obtain what

Markets can be classified in May ways, namely local market, national

Marketing has changed dramatically, evolving from the old fashioned

• A customer is not someone to argue or match with. Nobody ever won an

Advantage of the consumer

INTRODUCTION OF THE INDUSTRY

The Britannica Encyclopaedia describes a motorcycle as a bicycle or tricycle

propelled by an internal-combustion engine (or, less often, by an electric engine).

The motors on minibikes, scooters, and mopeds, or motorized velocipedes, are

displacement; the multiple-cylinder motorcycles have displacements of more

than 1,300 cubic cm.

horse-drawn carriage. Similarly, the invention of the motorcycle created the

self-propelled bicycle. The first commercial design was a three-wheeler built by

Edward Butler in Great Britain in 1884. This employed a horizontal single-

connected by a drive chain to the rear wheel.

ideas from early two-stroke-cycle designs to supercharged, multivalve engines

mounted on aerodynamic, carbon-fibre reinforced bodywork.

INVENTION OF TWO WHEELERS

The invention of the first two-wheeler is a much-debated issue. "Who

This two-wheeler was powered by a single-cylinder Otto-cycle engine, and may

gasoline-engine motorcycle to appear publicly was built by Gottlieb Daimler, of

and American makers.

Great Depression began in 1929. After World War II a revival of interest in

high-speed touring and sport competitions.

The practice of attaching auxiliary engines to bicycles in western Europe and

of light motorcycle, the moped. Originating in Germany as a 50-cubic-

of licensing and insurance regulations except in Great Britain.

II, led by manufacture of a 125-cubic-centimeter model. Despite strong

wheels from 20 to 36 cm (8 to 14 inches) in diameter, and the rider sits inside

four-speed gearing is common.

PROFILE OF THE COMPANY

DEVELOPMENT AND IMPACT

Name changed to TVS motor

Early end to licensing agreement

Victory with victory

TVS motors opening a plant in Indonesia

Sachin to promote TVS

To end royalty payment

To invest 200 crores for expansion

Achievement of TVS motor company

Market Launches of TVS group

 First catalytic converter enabled motor cycles, the 110 cc shogun in

Acknowledged by the Japanese for quality

Asian network for quality award 2004

 Diversified in to customer durable, computer peripherals and two wheelers.

IMPORTANCE OF THE STUDY

In this competitive modern age, where different qualities and types of

OBJECTIVES OF THE STUDY

Area of the study

Methods of data collection

1. Simple Percentage Analysis

Row total X column total

LIMITATIONS OF THE STUDY

TABLE SHOWING AGE GROUP OF THE RESPONDENTS

Age No. of respondents %

TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS

TABLE SHOWING THE NUMBER OF FAMILY MEMBERS

Family members No. of respondents %

TABLE SHOWING THE MONTHLY INCOME OF THE RESPONDENTS.

Income No. of respondents %

TABLE SHOWING THE MOST PREFERRED MODEL IN TVS BY THE