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R.Sundararajan et al./ Elixir Marketing Mgmt. 43 (2012) 7030-70327030

Introduction

Now-a-days in the Indian scenario both men and women are

going for employment not only to meet their financial

requirement but also to live with comfort. As a result, the wants

of the people have been increased. Both men and women

employees have been faced a lot of problems due to lack of

transport facilities in urban centres. As a result of technological

development new two wheelers have been emerged for both men

and women.

As on Impacts of liberalization new industries have been

started. They have been producing different varieties of motor

cycles for men and women. One among the manufactures of two

wheelers in TVS Company. This company produces line of

products. One among the line of products is TVS Scooty Pep.

Customers choice decision is influenced by both internal

factors like needs, motives, perception and preference as well as

external factors like social class, reference group, environment

and price. Of these influencing factors it is the perception, which

plays a vita role in customers buying decision. Perception can

be defined as the process and interprets stimuli into a

meaningful and coherent picture of the world.The researcher is very much anxious to know customers

preference and extent of satisfaction towards buying and using

TVS Scooty Pep. So the researcher has taken the study to

identify the consumers preference towards TVS Scooty Pep in

Salem City.

Review of LiteratureMr. B.Palanikumar submitted the project entitled customer

preference for soft drinks in coimbatore city. The objectives of

the study preference of consumers regarding soft drinks and to

know the satisfaction of consumers about quantity availability.

Percentage analysis has been used for the data interpretation. His

findings were the majority of make and female consume soft

drinks among male Gold spot is the most popular drink and

female Thumpsup is the most popular drinks.

A case study of targeting a new coke machine. This Coca

cola research has shown that a standard soft drink vending

machine be profitable in business locations. Coca cola might to

able to open still another front. Brak Mata might just deal the

way to a dispenser that will one day make fountain coke

available in the home.

Mr.Ramajuj Majumdar said the consumer research reseated

that quenching of thirst was an important aspect for consuming

soft drinks and even Coca cola was not able to fulfill this desire

of Indian consumers. Limca was the perceived as bottle soft

drinks with definite superiority over fresh limejuice with respect

to convenience, taste consistency and easy mixability. The Parle

also enhanced on the fact that Indians. Parles clever positioning

strategy helped carry out a niche in the India soft drinks market.

Lawrence W.Note and Dennis L.W Lax studied the

trademarks of Coca cola. This study is a staff layers to makesure that the trademarks one infringes on this valuable brand

identification. Coke through out the world because of identified

trademarks. A restaurant does not serve another Cola drink in

ordered

Objectives of the StudyThe following are the objectives of the study

1.To know the riders preference towards certain productfeatures of TVS Scooty Pep.

Tele: +91-9894516214

E-mail addresses:svijayimsshalini@gmail.com,sundararajan.rs73@yahoo.com 2012 Elixir All rights reserved

A study on consumer behaviors with special reference to TVS Scooty Pep in

Salem cityVijay M.S.Shalini

1and R.Sundararajan

2

1Department of Management, Vinayaka Missions University, Salem, India.

2Department of Genetics and Plant Breeding, Faculty of Agriculture, Annamalai University, Annamalai Nagar, India.

ABSTRACT

Consumption of various products is an integral part of human life.

Hence, everybody is engaged in buying different types of goods. Every Consumer tries to

obtain maximum satisfaction from the goods purchased. The consumer market consists of all

the households and individuals who buy goods and services for their personal use.

Consumers differ tremendously in income, educational level, taste and age, so it is necessary

for the marketers to divide consumers into so many groups and to develop products and

services designed to suit their needs. There are number of brands of two-wheeler vehicle

available in our country. Among the two-wheeler companies, TVS Company occupies first

place in the country. Its TVS Scooty Pep is the best selling motor scooter in the market.

Though other brands of vehicle have their own unique feature, TVS Scooty Pep still has a

good demand in the market. To analyse the factors that influence the people to buy this

vehicle, the researcher has undertaken this study. The results derived from the study helps to

know the factors that influence the consumers to buy the product and to analyse why the

consumers prefer TVS Scooty Pep in Salem City. This study helps to know the factor that

influence the consumers to buy the product and also helps to know about the brand

awareness among the consumers. This study helps to enable the producer to make decision

regarding further changes in promotional measures.

2012 Elixir All rights reserved.

ARTICLE INFO

Article history:Received: 22 December 2011;

Received in revised form:

19 February 2012;

Accepted: 27 February 2012;

Keywords

TVS Scooty Pep,

Educational level,

Households,

Two-wheeler vehicle.

Elixir Marketing Mgmt. 43 (2012) 7030-7032

Marketing Management

Available online at www.elixirpublishers.com (Elixir International Journal)

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