Consumer Behaviour Towards Tvs Star City

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS
STAR CITY
CHAPTER-1
Introduction To
Company
Company profile
History
Product profile
P.G. DEPARTMENT OF MANAGEMENT STUDIES
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COMPANY PROFILE
When it comes to introduction of new models in automobiles, more specifically the
two-wheeler industry the name of TVS scores for above the others. Today it stands first in
manufacturing of two-wheelers.
TVS GROUP
The TVS Group is one of the India's largest industrial conglomerates. TV Sundaram
Iyengar and sons limited, established in 1911, are the parent and holding company of the
TVS Group. The largest automobile distribution company in India, TV Sundaram and sons
has an annual turnover exceeding US$ 450 million (over Rs.16000 million). With a work
force of over 5000, TV Sundaram and sons limited operates through the three following
divisions:
TVS
Sundaram Motors
Madras Auto Service
With steady growth, expansion and diversification, today TVS commands a strong
presence in various fields-two-wheelers, automotive components, automotive spares,
computer peripherals and finance.
TVS MOTORS COMPANY

TVS Motor Company Limited, part of the TVS Group, is one of the India's leading
two-wheeler manufacturers. With a turnover of over Rs.2800 corers (USD 574.94 million),
the company manufactures a wide range of motorcycles, scooters, mopeds and scooterette.
Little wonder, it boasts of more than 9.5 million happy customers. In 1984 TVS Motor
Company was called IND-SUZUKI, which was equity participation between TVS Group of
India and SUZUKI motor. Later in 1987, both T.V.Sundaram Iyengar and Clayton Limited
merged and become TVS-SUZUKI Limited. At first it was manufacturing 100 cc
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Motorcycles but the pioneering effort of TVS-SUZUKI in moped segment is equally
impressive. Through an amicable agreement the two companies parted ways in September
2001.
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HISTORY:
TVS Motor traces its origins back to the entrepreneurial spirit of Trichur Vengaram
Sundaram Iyengar who gave up lucrative careers in the Indian Railways and in banking to
set up his own business. He began with Madurai's first bus service in 1911 and founded
T.V.Sundaram Iyengar and Sons Limited, a company that consolidated its presence in the
transportation business with a large fleet of trucks and buses under the name of Southern
Roadways Limited.
When he died in 1955 his sons took the company ahead with several forays in the
automobile sector, including finance, insurance, and manufacture of two-wheelers, tyres and
components. The group has managed to run 33 companies that account for a combined
turnover of nearly $3 billion.
AWARDS:
TVS Motor won the Deming Application Prize in 2002, becoming the first and only
Indian two-wheeler company to win the award given to companies that do
outstanding work in the field of Quality Management. It is considered to be one of
the world's most prestigious quality awards
The same year, the work done for the TVS Victor motorcycle won TVS Motor the
National Award for successful commercialization of indigenous technology from the
Technology Development Board, Ministry of Science & Technology, and
Government of India.
In 2004, TVS STAR CITY won the 'Outstanding Design Excellence Award' from
Business World magazine and the National Institute of Design, Ahmadabad.
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The effective implementation of Total Productivity Maintenance practices won
TVS Motor the TPM Excellence Award given by the Japan Institute of Plant
Maintenance in 2008.
The Sources of Strength at TVS are
Resilience
Hard work directed by logic
Courage
Grabbing Opportunity
All Pervasive Passion for being good
CORPORATE STRUCTURE
Managing Director
: Venu Srinivasan
Board of Directors
: R. Rama Krishnan, K.S.Bajpai
President
: K.N.Radha Krishnan
Vice President-Finance
: S.G.Murali
Secretary
: K.S.Srinivasan
MISSION:
TVS Motors company mission they are committed to being a highly profitable,
socially responsible, and leading manufacturer of high value for money, environmentally
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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:
Driven by the customer TVS Motor will be responsive to customer requirements
consonant with its core competence and profitability. TVS Motor will provide total customer
satisfaction by giving the customer the right product, at the right price, at the right time.
DISTRIBUTION NETWORK:
Distribution is crucial aspect for each and every company. With a strong sales and
service network of 500 Authorized Dealerships, 1018 Authorized Service Centers and over
864 Certified Service Points, TVS is growing from strength to strength. The vast network of
TVS in the country, besides providing on the spot service also ensures availability of genuine
spare parts. It ensures that TVS customers get required service attention a genuine spare part
even in most remote areas.
MARKET SHARE:
Today TVS Motor Company has the largest market share in the moped category with
a whopping 65.3% and is also the undisputed leader in the scooterette segment with 34.3%
share. It also holds 17.5% market share in mortar cycles. TVS Motor is one among the top
two-wheeler manufacturers in India and one among the top five two-wheeler manufacturers
in Asia.
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SALES:
Motorcycle sales record 12% growth over May 2004. TVS Motor Companys two
wheeler sales in June 2004 stood at 91945 units compared to 92093 units, during the same
period last year. The company recorded a growth of 12 % in motorcycles over May 2004 48159 units in June 2004 as against 43180 units in May 2004. The two stroke vehicles
continue to be a drag in the sale of motorcycles in 2004. However, the launch of Victor GLX
and the scheduled launch of Max 4-stroke are expected to arrest this declining growth trend.
EXPORTS:
TVS has been a very active player in the export market. Many countries were
attached towards TVS products due to their unique performance. It makes its major exports
to Srilanka, Nepal, South America, Africa, etc.
REASERCH AND DEVELOPMENT:

The R&D is the backbone of TVS Motor Company. The core of TVS is its R&D
Center. TVS R&D currently has over 400 engineers in product development with over 70
specialists with Post Graduate Qualifications. The company also works in close conjunction
with world-class institutes and labs like AVL-Austria, Warwick University, U.K., FEVGermany, Orbital, Australia, IITs, etc. To keep abrest of International trends in technology
and design, TVS Motor Company's R&D facilities are equipped with state of art software
like 100 CAD work stations with Pore, ALIAS & CATIA for the Industrial design and
ADAMS for vehicle dynamics, etc. The company plan to spend about 4% of its turnover for
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R&D and product development in the coming year.
MILESTONES
Launched TVS 50, India's first 2-seater 50 cc Moped in Aug 1980.
First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sep 1984.
Launched India's first indigenous Scooterette, TVS Scooty in June 1994
Introduced India's first catalytic converter enabled motorcycle, the 110 cc Shogun in Dec
1996.
Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.
Launched India's first high performance moped - the TVS XL Super, with a 70 cc engine
in Nov 1997.
Launched Victor in Aug 2001, a world-class 4-stroke 110 cc motorcycle.
Launched Central in Jan 2004, a world-class 4-stroke 100 cc motorcycle with VT-I
Engines for best-in-class mileage.
Launched TVS STAR CITY
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PRODUCT PROFILE
TVS Star City
Dhoni endorses this. TVS launched an upgraded version of its popular 110cc motorbike, the
TVS Star City in early 2012. Since then, the bike has apparently been voted Indias number 1
110cc bike; at least according to the companys website. Star City comes with decent features
for a 110cc bike electric start, a 2-way adjustable rear shock absorbers and a better quality
engine. The focus though has been on the exterior graphics and the macho look. TVS Star
City is available at a price of Rs. 44,325 (ex-showroom, Chennai).
TVS Star City Mileage Claim

If official claims are true, this is a dream bike for those of you looking for extremely high
mileages. The official mileage claimed by TVS for Star City is 83.9 kmpl. Compare this with
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STAR CITY
the 60 kmpl claim for Hero Ignitor, 72 km/l for Honda Dream Yuga and 65-70 from Bajaj
Discover all bikes in the 110-125 cc range. Does Star City really live up to the claim? Lets
see.
User Reviews on Mileage
There are a few TVS Star City 2012 models put up on sale on Olx. If you look at the mileage
claimed by the owners of these bikes, a couple of them have their bikes clocking between
60-65 kmpl while one owner claims 81 kmpl.
On a forum thread on XBhp.com, several users have shared their experiences with owning a
2012 model of TVS Star City 110cc. While one customer says he regularly sees 70 kmpl,
other users have reported varying mileages like 65 kmpl, 75kmpl and 58 kmpl. Do note that
users dont always report mileage on standard circumstances. If you are riding another person
in pillion, the mileage is sure to get lower. In any case, from the reviews on XBHP, the
mileages can be anywhere between 65-75 kmpl on an average. Thats not too bad.
Considering that this is a bike that is still less than a year old in the market, we do not have
too many reviews of the bike yet. Not too many reviews still carry personal experiences with
bad mileage which could possibly indicate that most users are happy with the fuel efficiency
they are seeing on the bike. Here is a summary of the mileages customers from various
websites have reported. This is the closest to what you may notice on your own purchase.
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TVS Star City

Engine
Engine
Displacement
Bore and Stroke
Compression
Ratio
Max. Power
Max. Torque
Transmission
Clutch
Ignition
Fuel Supply
Chassis
Chassis Type
Suspension
(Front)
Suspension
(Rear)
Brakes
Tyres
Electricals
Battery
Head Lamp
Tail / Stop Lamp
Dimensions
Seat Height
Wheelbase
Ground
Clearance
Weight
Fuel Tank
4 Stroke, Single Cylinder, Air Cooled, OHC

109.7 cc
53.5 X 48.8
9.8:1
8.29 PS (6.1 KW) @ 7500rpm
8.1 Nm @ 5000rpm
4 Speed, constant mesh
Multiplate, Wet
Variable Timing Ignition
Carburettor VM Type - Kiehin / Spaco
Single Cradle Tubular
Telescopic hydraulic fork (105m travel)
Hydraulic with coaxial spring, 2 way
adjustable
Front - 130mm Drum / Rear - 130mm Drum
Front - 2.75 X 18 / Rear - 3.00 X 18
12V, 5Ah
35W/35W
5W/21W
785mm
1250mm
165mm
115 Kg
16 Litres
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Capacity
Colour(s)
Black, Red
CHAPTER-2
Design of study
Need for the
Study
Objectives of the
Study
Scope for the
Study
Methodology
Limitations
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NEED FOR THE STUDY
Every business enterprise requires vital information to keep alive its day to day
business activities. The nature of information required, differs form situation to situation.
Supposing organization is evaluating its marketing effort. Then marketer has to appraise the
marketing effort and that has to find means of improving it. Then information required is of
consumer research. After the evaluation marketing concept, marketing effort of organization
is channel zed towards target market. So, every organization carried out consumer research to
ascertain the data, regarding target market. The survey consumer behavior is helpful to the
company to know how far the consumers are satisfied with the product and what makes them
to buy and to know what consumer need more from the product. The collected data is helpful
to know changing tastes, preferences, trends in buying behavior of the customer and to make
product improvements.
With the stiff competition coming up at a rapid pace and also due to changing nature
of market, a need was felt by M/s Eswar Autos, Hindupur, to take up a study of the type and
hence intended to conduct a study on consumer behaviour towards TVS STAR CITY.
Thus, the need for the study paved way in performing project work of this kind.
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SCOPE FOR THE STUDY:

Taking in to consideration all the theoretical concepts about the consumer behaviour
this study is continued to know the buying process & the factors influencing the
purpose preference only on STAR CITY.
The study is conducted with 50 samples at Hindupur.
The respondent behaviour is influenced by their price & preferences.
OBJECTIVES:
To identify the source of awareness.

To know the level of satisfaction and expectations of TVS STAR CITY Users.
To identify the mode of purchasing the TVS STAR CITY.
To identify the purchasing rate among different age groups.
To know Price Attractiveness of STAR CITY.
To find out the specific problems and suggestions from TVS STAR CITY.
To identify the best media to increase the sales.
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RESEARCH METHODOLOGY
Methodology is one of the main aspects of every research.
It explains how the researcher has conducted this project. Method refers to the mode or way
of accomplishing the end. Any research should have a methodical systematic procedure to
reach an accurate and clear conclusion.
SIMPLE DESIGN
Type of sampling
: Random Sampling
Location
: Hindupur
Consumer Sample Size

Instrument for data collection
: 50
: Questionnaire
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DATA COLLECTION
Marketing Research is a systematic Analysis of the Marketing problems. Model
building and facts finding for the purchase of improved decision making in the marketing of
goods and services.
PRIMARY DATA:Primary data are the first hand information collected by the researcher for the
immediate purpose of the study. For the present study, structured questionnaire and personal
interview was used to responses from the respondents because of simplicity and reliability.
SECONDARY DATA: The secondary information has obtained from the records and reports available at
ESWAR MOTORS. The literature on the subjects has gathered from the journals, books and
reports available from library is made and some of the material has been downloaded from
the internet.
SAMPLE SIZE:
This study is conducted Hindupur Town size taken for evaluating is 50 members.
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TOOLS:
The present study contains questionnaire and personnel interview. Wherever
necessary percentages, averages, are used.
LIMITATIONS
In spite of the very best co-operations from all the sides, ambitious efforts of the
researchers every project is bound to have certain limitations.
The study was Limited to Hindupur.
Few users were non co-operative because they could not spare time for filling the
questionnaire.
It was not possible to know the exact expectations of TVS STAR CITY users.
The findings are based on the information giving by the respondents.
The Study is confined only 50 customers hence it cannot be generalized.
The sample selected on random basis. The errors of the sampling technique may attribute
to the present study only.
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CHAPTER-3
Introduction
Introduction to
Marketing
Consumer
Behaviour
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INTRODUCTION TO CONSUMER BEHAVIOUR

Consumer Behaviour may be defined as The Behaviour that consumers display in
searching, using, evaluating and disposing of products and services that they expect will
satisfy their needs. It refers to the study of how individuals make decisions to spend their
valuable resources. So it is indispensable for the marketers to know the Consumer decision
process.
CONSUMER BUYING PROCESS:

NEED RECOGNITION
The buying process starts when the buyer recognizes a problem or need. The buyer
senses a difference between his own state and desired state. The need can be triggered by
internal stimuli like hunger, thirst, sex or by external stimuli like advertisement, friends,
relative, etc.; the marketer needs to identify the circumstances that trigger a particular need.
INFORMATION SEARCH
The search begins when a consumer perceives that a need might be satisfied by the
purchase and consumption a need might be satisfied by the purchase and consumption of a
product. The recollection of past experiences might provide the consumer the adequate
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information on the other hand if the consumer had no prior experience, then he searches the
information in the outside environment. Here environment includes friends, advertising sales
persons, etc
PURCHASE DECISION:
After the evaluation, the Consumer develops the intention either to purchase or reject
the product. The final purchase will however depend on the strength of positive intention
i.e., the intention to buy.
EVALUATION OF INFORMATION:
The marketers is interested in knowing how consumers process the information
gathered during the search process once the interest in the product is aroused, the person
makes final decision using certain evaluative criteria like product attribute, relative
importance of each attribute to the Consumer, Brand image, etc. The evaluation stage
represents the stage of metal trial of the product.
POST PURCHASE DECISION:

After purchase and consumption of a product, consumer experiences some level of
satisfaction or dissatisfaction. The marketer has to study the post purchase attitude of the
consumer to predict their post purchase actions.
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FACTORS INFLUENCING CONSUMER BEHAVIOUR:

Consumers do not make their decisions in a vacuum. Their purchases are highly
influenced by cultural, social, personal and psychological factors. These factors are not
possible to control by the marketer but must be taken into account. We want to examine the
influence of each factor a buyers behaviour.
CULTURAL FACTORS:
Cultural factors exert the broadest and deepest influence on consumer behavior we
will look at the role played by the buyers culture, sub culture, and social class.
CULTURE:
Culture is the most fundamental determinant of a persons want and behavior where
as lower creatures are largely governed by instinct, human behavior is largely learned. The
child growing up in a society learns a basic set of values, perceptions, and behavior through a
process of socialization involving the family and other key institution.
SUB CULTURE:
Each culture contains smaller groups of sub-culture that provide more specific
identification and socialization for its members. Four types of sub-cultures can be
distinguished. Nationality groups are found with in large communities and exhibit distinct
ethnic taste and proclivities. Religious groups with specific cultural preferences and taboos.
Racial groups and geographical areas also affect the consumer behaviour.
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SOCIAL CLASS:
Virtually all human societies exhibit social stratification. Stratification sometimes
takes from of a cast system where the members of different castes are reared for certain roles
and can not change their membership. More stratification takes the form of social classes.
Social classes are relatively homogenous and enduring division in a society,
SOCIAL FACTORS:
A consumers behavior is also influenced by social factors such as the consumers
reference groups, family and social role and statuses.
REFERENCE GROUP:
A persons behaviour is strongly influenced by many groups. A persons reference
groups and those groups that have a direct or indirect influence on the persons attitude or
behaviour. Groups having a direct influence on a person are membership group. These are
groups to which the persons belongs and interacts, some are primary groups with there is
fairly continuous interaction, such as family, friends, neighbors and co-owners.
ROLES AND STATUS:

A person participates in many groups throughout life-family club, organizations. The
position in each group can be defined in terms of role and status.
FAMILY:
Members of the buyers family can exercise a strong influence of the buyers
behavior. The family of orientation consists of ones parents. From parents a person acquires
an orientation towards religion, politics and economics and a sense of personal ambition,
self-worth and love. A more direct influence on every day buying behavior is ones family
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of procreation namely. Ones spouse and children. The family is the most economics and a
sense of personal ambition, self-worth and love.
PERSONAL FACTORS:
A buyers decisions are also influence by his or her personal characteristics notable
the buyers age and life-cycle stage, occupation, economic circumstances, lifestyle and
personality and self-concept.
OCCUPATION:
A persons consumption pattern is also influenced by his or her occupation. Marketers
try to identify the occupational groups that have an above average interest in their products
and services.
ECONOMIC CIRCUMSTANCES:
A persons economic circumstances will greatly effect product choice peoples
economic circumstances consists of their use up income, savings and assets, borrowing
power and attitude towards spending versus saving.
PSYCHOLOGICAL FACTORS:
Buyers buying choices are also influenced by major psychological factors. The
following are the individual influence on consumer behaviour.
1
Needs,
Motives,
Perception,
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4
Attitudes, and
Learning.
1. NEEDS:
The starting point in the purchase decision is the recognition of a need. The consumer
is typically confronted with numerous unsatisfied needs. Maslow five level hierarchies of
needs are well known is relevant in this context. As each need is fulfilled, another higher
level need arises and demands priority in its satisfaction. Marketers are interested in
psychological needs as they are closely connected to what the product does. Food satisfies
hunger, medicine heal a sick person. Safety needs are insurance and real estate and so on. For
many people refrigerators, cars and air conditioners are status symbols and satisfy the needs
of self esteem, prestige and status.
2. MOTIVES:
A motive is an inner state that directs us towards the goal of satisfying a felt need.
Important buying motives are pride, vanity, fashion, possession, fear safety, love and
affection, economy, curiosity, social approval, beauty and comfort or convenience. These are
the driving forces behind buying behaviour and may be based on psychological wants.
3. PERCEPTION:
Individual behavior resulting from motivation is affected by how we perceive stimuli

perception is the meaning we attribute to incoming stimuli through our five senses. Our
perception of an object of event is the result of the interception of two of factors such as
a) Stimuli factors such as size, color, weight, or shape.
b) Individual factors which are characteristics of individual.
4. ATTITUDE:
Attitudes may be defined as a persons enduring favorable or unfavorable evaluation,

emotional feeling, pro or cons action tendency towards some object of idea.
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5. LEARNING:
Since marketing is as concerned with the process by which consumer decisions

change. Over time as with describing those decisions at on point of time, the study of how
learning takes place is important. Learning may be defined as changes as a result of
experience.
ROLES OF BUYI NG:

People might play many roles in buying decision. Mainly there are five, initiator,
influencer, decider, buyer and user.
INITIATOR:
The person who first suggest to go for buying a particular
product or services.
INFLUENCER:
A person whose views or advice carries some weight in
making the final decision.
DECIDER: The person who ultimately makes a buying decision or any part of it
whether to buy, what to buy, how to buy, where to buy.
BUYER: The person who make actual purchase. Buyer may not be consumer.
USER: The person who consumer or uses the product who is also called as
consumer.
CONSUMER BEHAVIOUR TOWARDS STAR CITY
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The aim of marketing is to meet and satisfying the target customer needs and want.
Customers Behaviour is the study of the processes involved when individuals or groups
select purchase, use or dispose of product service ideas or experiences to satisfy needs or
desires. Last year saw a dramatic change in the brand personality of Scooty- the Scooterette
brand from TVS. The brand is attempting a makeover to woo the young Indian consumer. In
that process, the brand changed its entire persona to cater to the new target segment. The
change in the brand personality of STAR CITY also reflects its change in its targeting
strategy. The brand is now targeting a much younger consumer. Earlier, Scooty was targeting
lady consumers who were looking for a personal transport to office/college. The brand's
initial communication was catered to young women who just started going to office. The
message of a successful independent woman was the positioning platform adopted by the
brand. The brand also tried to ladder up using Empowerment as the core value.
The brand has become much younger, colorful and naughty. This was a drastic
change from the earlier positioning based on style and power. For STAR CITY, the brand has
made it more youthful and colorful by changing the advertising strategy. The brand campaign
features the new age girl with the so-called bold attitude. The brand message is Do your
own thing, girls ". To support the new positioning, the brand has launched more colorful
variants. Watch the campaign here.
Consumer behaviour is the ongoing process, it has never ends. It reflects the
interaction between the consumer and producer at the time of purchase. It is continuous
process that not only remains at the time of transaction or buying or selling period before this
and after that also. The attitude towards the products before buying is known as pre-purchase
behaviour and response found from consumer after using the product is known as postpurchase behaviour of customers. In other words we can define it as the process of decision
making of activities that the customer doses at the time of evaluating, acquiring or using
goods and services.
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CHAPTER-4
Data Analysis
TABLE-1
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AGE OF THE RESPONDENTS
rc
ta
Age
No. of
Respondents
Percentage
15-30
30
60
30-45
13
26
45&Above
07
14
Total
50
100
Pe
en
ge
INFERENCE:
From the above table it is inferred that 60% of the respondents are aged between 1530 years, 26% of the respondents are aged between 30-45 years, and 14 % of the respondents
are aged above 45 years. So, it is crystal clear that almost of the respondents are aged in
between 15-30.
TABLE-2
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OCCUPATION OF THE RESPONDENTS
Occupation
No. of Respondents
Percentage
Employee
05
10
Business
12
24
Student
26
52
Others
07
14
TOTAL
50
100
60
52
50
40
30
Employees
Business
24
Students
Others
20
14
10
10
0
EM PLOYEES
BUSINESS
STUDENTS
OTHERS
INFERENCE:
10% of the respondents are Employees, 24% of the respondents are Business, 52% of
the respondents are Students, Others are of 14% in which mainly includes housewives. It is
clear from the table that most of the respondents are Students.
TABLE-3
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INCOME GROUP FROM THE
RESPONDENTS
Income
No. of
Respondents
Percentage
Less than Rs.10000
10
20
Rs.10000-Rs.20000
08
16
Rs.20000-Rs.30000
17
34
Rs.30000 & above
15
30
TOTAL
50
100
INFERENCE:
Above table shows that 34% of the respondents are people whose income is between
Rs.20000-Rs.30000, 30% of the respondents are of the people whose income is above
Rs.30000, 20% of the respondents are of the people whose income is less than Rs.10000,
16% of the respondents are of the people whose income is between Rs.10000-Rs.20000.
TABLE-4
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SOURCE OF AWARENESS
Source
No. of Respondents
Percentage
A
B
Television
05
10
Friends
06
12
Relatives
23
46
Newspaper
04
Magazine
03
Others
09
18
TOTAL
50
100
INFERENCE:
10% of the respondents became aware of the product through T.V, advertisements,
12% of them through Friends, 46% of the respondents through Relatives, 8% of them are
influenced by News paper, 6% of them are through Magazines, 18% of them are influenced
by others like Hoardings etc,.
TABLE-5
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FACTORS INFLUENCED THE PURCHASE
FACTORS
No. of
Respondents
Percentage
Company
10
20
Users
08
16
Dealers
08
16
Unique Style
13
26
Special Features
11
22
TOTAL
50
100
INFERENCE:
20% of the respondents were influenced by Company, 16% of them were influenced
by Users, 16% of them were influenced by Dealers, and 26% of them were influenced by its
unique style and 22% by Special features. So, it is clear that most of the respondents have
been influenced to STAR CITY because of its unique style.
TABLE-6
VIEWERS OF STAR CITY
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ADVERTISEMENTS
Particular
s
No. of
Respondents
Percentage
Yes
33
66
No
17
34
TOTAL
50
100
INFERENCE:
From the above table it implies that, 66% of the respondents have rated that, they
have rated that have viewed TVS STAR CITY advertisement and 34% of the respondents
have rated that, they have not viewed the advertisement of TVS STAR CITY.
TABLE-7
POPULARITY
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Particulars
No. of
Respondents
Percentage
Yes
27
54
No
23
46
TOTAL
50
100
INFERENCE:
54% the respondents have rated that TVS STAR CITY need more popularity and 46%
of the respondents rated that TVS STAR CITY does not need more popularity.
TABLE-8
MEDIA TO INCREASE SALES
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Media
No. of
Respondents
Percentage
Television
21
42
Newspaper
09
18
Hoardings
06
12
Brand
Ambassador
14
28
TOTAL
50
100
INFERENCE:
42% of the respondents have rated that TVS STAR CITY need more popularity in
Television, 18% of them have rated that TVS STAR CITY needs more popularity in Newspaper,
12% of them have rated that TVS STAR CITY needs more popularity in Hoardings, 28% of them
have rated that TVS STAR CITY needs more popularity in Brand Ambassador.
TABLE-9
MODE OF PURCHASE
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Mode of Purchase
No. of Respondents
Percentage
Cash
27
54
Bank Credit
09
18
Finance
08
16
Installment Credit
06
12
TOTAL
50
100
12
100
90 16
80 18
70
60 54
50 Installment Credit
Finance
Bank Credit
Cash
40
30
20
10
0
0
0
0
Cash
Bank Credit
Finance
Installment Credit
INFERENCE:
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STAR CITY
Above the table infers that 54% of respondents prefer cash as mode of payment while 18%
prefer on bank credit.
TABLE-10
PRICE JUSTIFICATION
Level of
Justification
No. of
Respondents
Percentage
Highly Justified
25
50
Justified
16
32
Not Justified
09
18
TOTAL
50
100
INFERENCE:
Page

STAR CITY
50% of the respondents have rated that price of the STAR CITY is highly justification for
the value they got, 32% of them have rated that price of the STAR CITY is justified for the value
they got and 18% of them have rated that, they are not justified for the value they got from price of
STAR CITY.
TABLE-11
PRICE ATTRACTIVESNESS
Page

STAR CITY
Price Attractive
No. of
Respondents
Percentage
Most Attractive
06
12
Moderately Attractive
25
50
Least Attractive
19
38
TOTAL
50
100
INFERENCE:
12% of the respondent have related that price of the STAR CITY is highly attractive, 50%
of them have rated that price of the STAR CITY is Moderately attractive and 38% of them have
rated that, price of the STAR CITY is Least attractive.
Page

STAR CITY
TABLE-12
LEVEL OF PERFORMANCE
Level of
Performance
No. of
Respondents
Percentage
Low Performance
04
08
Moderate
Performance
20
40
High Performance
26
52
TOTAL
50
100
INFERENCE:
Page

STAR CITY
From the above table we can elicit that 52% of the respondents have high level of
performance of TVS STAR CITY while 40% of the respondents have Moderate level of
performance, and just 8% of the respondents have Low level of performance. It is evident that
many respondents have High level of performance.
TABLE-13
SATISFACTORY TEST
Page

STAR CITY
Satisfactory Test
No. of
Respondent
s
Percentage
Performance>Expectations
13
26
Performance=Expectations
32
64
Performance<Expectations
05
10
TOTAL
50
100
INFERENCE:
26% of the respondents have greater expectations than the actual performance, 64% of the
respondents have equal expectations to the actual performance of the STAR CITY and only just
10% of the respondents have low performance than their expectations.
TABLE-14
Page

STAR CITY
FEATURES OF STAR CITY
Not
Satisfact
ory
Satisfa
ctory
Partially
Highly
Satisfact Satisfac Total
ory
tory
A)Mileage
07
26
12
05
50
B)Pick-up
06
06
19
19
50
C)Performan
ce
11
21
18
50
D)Road grip
10
13
20
07
50
E)Brakes
07
14
16
13
50
F)Style
02
14
34
50
G)Cold-start
20
13
07
10
50
H)Riding
Pleasure
13
08
29
50
I)Maintenanc
e
02
16
12
20
50
40
30
20
10
0
Not Satisfactory
Satisfactory
Partially Satisfactory
Highly Satisfactory
Page

STAR CITY
INFERENCE:
Above table reveals that 68% of the respondents are fully satisfied regarding style, 58% of
the respondents are fully satisfied regarding riding pleasure, 40% of the respondents are fully
satisfied regarding maintenance, 38% of the respondents are fully satisfied regarding pick-up, 36%
of the respondents are fully satisfied regarding performance, 26% of the respondents are fully
satisfied regarding brakes, 20% of the respondents are fully satisfied regarding cold-start, 14% of
the respondents are fully satisfied regarding road grip, 10% of the respondents are fully satisfied
regarding mileage.
Page

STAR CITY
Table-15
RATINGS REGARDING THE VARIOUS
ASPECTS OF DEALER
Particulars
Agree
Neutral
Disagree
Total
A. Service
40
05
05
50
B. Availability of spares
20
21
09
50
C. Price
10
25
15
50
D. Service Time
15
20
15
50
E. Overall dealers
service
25
13
12
50
40
35
30
25
20
15
10
5
0
Page

STAR CITY
INFERENCE:
From the above table, we came to know that most of the customers expect best service
from the dealer, 20 agree that availability of spares .
CHAPTER-5
Findings & Suggestions
Findings
Suggestions
Conclusions
Page

STAR CITY
KEY FINDINGS
Majority of the respondents who are aware of TVS STAR CITY came to know about
it through advertisement and Friends/Relatives.
Majority of the customers were extremely satisfied with Style/Look and Comfort.
Most of the respondents have purchased TVS STAR CITY on cash payment.
60% of the respondents belong to the age group of 15-30, in which most of the
respondents are Students.
Price has been considered justified for the value they got.
The main complaint encountered with Dealer is, many colors are not available in the
showroom.
42% of respondents feel that television is the best media to increase sales.
Page

STAR CITY
SUGGESTIONS:
Most of the respondents are facing problem with cold start of the vehicle. 45% of the
STAR CITY users are not satisfied with cold start. It should be improved.
Mileage is to be improved.
Customers complained of non-availability of different colours of Scotty Pep at the

dealer. So the dealer should be provided with adequate number of colors.
Strong distribution network has to be build to meet the needs of both urban and rural
customers.
Page

STAR CITY
CONCLUSION:
As there is tight competition due to the entry of new brands, sale of STAR CITY
drastically coming down. Hence STAR CITY should train its personnel especially in
marketing field and higher regard should be given the customers to improve the sales.
Advertisements have been ranked as an important influencing factor; hence

communication strategy must be targeted towards the customers.
Advertisements should always highlight satisfied STAR CITY customers.

Today competitors are the kings in the market. Company should try to satisfy
customer by giving good products to them. Always companies should try to use different
strategies to satisfy the customer.
If all this is taken care of, the new millennium will see TVS MOTORS as a
top sealing company. I wish them all the best.
Page

STAR CITY
ANNEXURE
Questionnaire
Bibliography
Page

STAR CITY
CUSTOMER SATISFACTION TOWARDS

STAR CITY
1. Name : ..
2. Gender:
Male
Female
b.31-45
c. 46 & above
3. Age:
a. 15-30
4. Occupation:
a. Business
b. Employee
c. Student
d. Others
5. Income Group:
a. Less than Rs.10000
b. Rs.10000-Rs20000
c. Rs.20000-Rs.30000
d. Rs.30000&above
6. How do you come to know about STAR CITY?

Page

STAR CITY
a. Television
b. Friends
c. Relatives
d. Newspaper
e. Magazine
f. Others
7. May I know, what make you to purchase STAR CITY?

a. Company
b. Users
c. Dealers
d. Unique Style
e. Special Features
8. Have you seen STAR CITY advertisement?
Yes
No
9. Do you feel that STAR CITY needs more popularity?

Yes
No
10. In your opinion, which could be the best media to increase the sales?
a. Television
c. Hoardings
b. Newspaper
d. Brand ambassador
Page

STAR CITY
11. Specify the mode of purchase of your vehicle?
a. Cash
b. Bank Credit
c. Finance
d. Installment Credit
12. To what extent the price is justified for the value you got?
20
40
60
80
100
13. To what extent the price is attractive?
-2
-1
14. Indicate the performance of your vehicle on the 5 point scale?
Page

STAR CITY
1
15. Satisfactory test:
a. Actual performance of streak is > your expectations
b. Actual performance of streak is = your expectations
c. Actual performance of streak is < your expectations
16. Tick the following features of STAR CITY:

Particulars
a. Mileage
b. Pick Up
c. Performance
d. Road Grip
e. Brakes
f. Style
g. Cold-start
h. Riding Pleasure
i. Maintenance
Here
1 is Not Satisfactory
3 is Partially Satisfactory
2 is Satisfactory
4 is Highly Satisfactory
Page

STAR CITY
17. Please rate your opinion towards the Dealer:

Particulars
Agree
Neutral
Disagree
a. Service
b. Spares
c. Price
d. Service Time
e. Overall Service
18. Do you have any Expectations regarding dealer?
19. Would you like to give any Enhancements for STAR CITY?
.
Page

STAR CITY
BIBLOGRAPHY
Page

STAR CITY
Marketing Management
Philip
Kotler
Consumer Behaviour
Della
Bitta
Marketing Management
Sontakki
WEBLOGRAPHY
www.tvsmotor.co.in
www.tvsiyengar.com
www.google.com
Page

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A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

TVS MOTORS COMPANY

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

The Sources of Strength at TVS are

Hard work directed by logic

All Pervasive Passion for being good

: R. Rama Krishnan, K.S.Bajpai

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

REASERCH AND DEVELOPMENT:

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sep 1984.

Launched India's first indigenous Scooterette, TVS Scooty in June 1994

Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.

Launched Victor in Aug 2001, a world-class 4-stroke 110 cc motorcycle.

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

TVS Star City Mileage Claim

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

TVS Star City

4 Stroke, Single Cylinder, Air Cooled, OHC

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

NEED FOR THE STUDY

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

SCOPE FOR THE STUDY:

To identify the source of awareness.

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

Consumer Sample Size

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

The study was Limited to Hindupur.

The findings are based on the information giving by the respondents.

The Study is confined only 50 customers hence it cannot be generalized.

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

INTRODUCTION TO CONSUMER BEHAVIOUR

CONSUMER BUYING PROCESS:

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

POST PURCHASE DECISION:

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

FACTORS INFLUENCING CONSUMER BEHAVIOUR:

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

ROLES AND STATUS:

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS

P.G. DEPARTMENT OF MANAGEMENT STUDIES

A STUDY ON CONSUMER BEHAVIOUR TOWARDS TVS