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Dec-2011/ Volume-1/Issue-5/Article No-16/250-265 ISSN: 2249-7196
*Corresponding Author www.ijmrr.com 250
INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH
AND REVIEW
A STUDY ON CUSTOMER STATISFACTION TOWARDS TVS BIKES
Dr. M. Arutselvi*1
1Govt school,vaiyavoor,kanchipuram
ABSTRACT
Marketing is all around us. Marketing is the business function that identifies an
organization’s customer products, services and programs to serve its markets.
Consumer purchasing patterns are likely to be influenced by demographic, economic,
psychological and sociological factor. This study seeks to analyse the performance of
SARADAS Auto Agencies in retaining the customers by their authorized sales. Descriptive
research design is also called exploratory design . The researcher relied only on the
information from the respondents, though this study is related to customer satisfaction,
ignoring other areas of marketing .Consumer behavior reflects awareness, right through post
purchase evaluation, indicating satisfaction or non-satisfaction from the purchases. A
person’s attitudes settle into a consistent pattern, and to change a singer attitude require major
adjustment in other attitudes. Based on the study, the observation consists of a market survey
with 130 respondents in Kanchipuram town. For this study, a structured questionnaire with
both open and closed ended questions was used to collect the required data from the month of
December to march 2011. . It is concluded that the sales of Saradas Auto Agencies for TVS
two wheelers are good because of the right approach of a group of sincere mechanics.
Though, it is providing good service; it is struggling with hectic competition due to the
mushroom growth and functioning of unauthorized centers in kanchipuram. Take necessary
steps in cooperation with TVS Company to restrict the sale of genuine spare parts only to
those vehicles being serviced in authorized service centers.
Keywords: Marketing, organizations, customers, manufactures.
INTRODUCTION
Marketing is all around us. All need to know something about it. Marketing is used not only
by manufacturing companies, whole sellers and retailers but also by all kinds of individuals
and organizations. Lawyers, Accountants and Doctors use marketing to manage demand for
their service. So do hospitals, museums and performing art groups. No politician can get the
needed vote and no resort the needed tourists, without developing and carrying out marketing
plan. Marketing is the business function that identifies an organization’s customer, products,
services and programs to serve its markets. The goal of marketing is to delight the customers
and retain them. In order to retain them, the marketing department must work closely with
other departments of the organization and with other organizations through out the entire
value delivering system to provide superior value to consumers.
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Copyright © 2011 Published by IJMRR. All rights reserved 251
Thus marketing calls upon everyone in the organization to “think customer” and to do all that
they can help to create and deliver superior customer value and satisfaction. Consumer
preference is a vital factor in Marketing Management. Unless a Marketing Manager has the
knowledge of the factors that affect Consumer’s Purchasing Patterns, he cannot do his best in
formulation the sales policies and advertising policies. Consumer purchasing patterns are
likely to be influenced by demographic, economic, psychological and sociological factor.
One of the essential aspects of Marketing is GRETING AND CONSTAINING
CUSTOMERS. In this point of view, we can say that the most important aspect is to maintain
the customers those who are already coming to us, i.e., we should not lose our existing
customer in addition of creating new customers.
This study seeks to analyse the performance of SARADAS Auto Agencies in retaining the
customers by their authorized sales. They about the activities of the consumers while
purchasing and problems face the problem under study while using the two-wheeler. The
opinion of the consumers about the two-wheeler and the services provided by SARADAS
Auto Agencies, and the socio-economic conditions of the vehicle owners are also analysed.
The main idea behind this aspect is the famous saying of the father of our nation:
Each of our visitors is our main customer.
Customers are not dependents, we depend on them.
Customers are not intruders, they are our employers.
Customers are not strangers, they are part and parcel of our Office.
Our service is not a favor done to them. Instead, their favor is our service. (Mahatma Gandhi)
SCOPE OF THE STUDY
The Scope of the study covers respondents from Kanchipuram town. The information has
been collected mainly from the owners of TVS Bikes only. The study was carried out as a
market survey with the help of an interview schedule.
IMPORTANCE OF THE STUDY
� The study helps to find out the market preference of TVS two wheelers in the study area.
� The study helps to find out the Two-wheeler Market share of SARADAS Auto Agencies
in Kanchipuram.
� The study helps to find out the Market share of saradas Auto Agencies in After Sales
Service.
� The study also helps to find out the expectation for the services rendered by SARADAS
Auto Agencies.
OBJECTICES OF THE STUDY
The objectives of the study are as follows:
� To find out the sources of awareness about TVS bikes in the study area.
Dec-2011/ Volume-1/Issue-5/Article No-16/250-265 ISSN: 2249-7196
Copyright © 2011 Published by IJMRR. All rights reserved 252
� To find out the contribution of different models of TVS bikes in its market share in the
study area.
� To find out the market share of SARADAS Auto Agencies with respect to servicing the
bikes against other alternatives.
� To study the customer satisfaction about the services rendered by SARADAS Auto
Agencies in Kanchipuram town.
� To analyse the socio-economic conditions of the respondents.
GEOGRAPHICAL POSITION OF THE STUDY AREA:
Kanchipuram is one of the Temple cities of Tamil Nadu. It is situated 75Kms. Away from the
capital city Chennai.
Kanchipuram is also famous for silk sarees. It is the head quarters of Kanchipuram District.
The study area has been divided into four parts, viz.,
1)Big Kanchipuram 2) Little Kanchipuram 3) Pillayar palayam 4) collectorate
HISTORY OF KANCHIPURAM
Kanchipuram, popularly known as ‘Kanchi’ is one of the ancient cities of India. This historic
city is famous for its silk industry. It is one of the important pilgrim centers in the
Thondianadu region of Tamil Nadu located 75Kms. Southwest of Chennai. Here we can find
the many temples belonging to the many faiths, of which some are still in a flourishing
condition, alive with rituals and active with rhythm of song and scripture, feast and festival.
This town is also known for its production of SILK SAREES and the “SILK
SAREES OF KANCHIPURAM” is acknowledged universally. Trade and devotion bring
many visitors to the city and the contribution for the great social and economical is enormous
.No man in the town is idle. They can have any kind of job whether is known or unknown.
On textile, trade, tourism and commerce the town is leading of the front.
RESEARCH METHODOLOGY:
RESEARCH DESIGN
There are three basic types of research designs, viz.,
1) Exploratory 2) Descriptive 3) Experimental
Out of these three types only descriptive type is used to do this research.
DESCRIPTIVE RESEARCH DESIGN
Descriptive research design is also called exploratory design. This is the one that simple
describes something such as demo-graphic characteristics of consumers who use the product.
The descriptive study is typically concerned with determining frequency with something
occurs of how two variables very together. This is study is typically guided by an initial
hypothesis. For examples, an investigation of the trends in consumption of soft drinks with
Dec-2011/ Volume-1/Issue-5/Article No-16/250-265 ISSN: 2249-7196
Copyright © 2011 Published by IJMRR. All rights reserved 253
respect to socio-economic character; sticks such as age, sex, ethnic group, occupation, family
income, educational level, geographic location, and so on: would be conversed a descriptive
study.
SAMPLING DESIGN
The study is conducted in with the respondents Kanchipuram who have TVS Two wheelers,
with convenience sample design.
SAMPLING METHODS: Direct interview method is used to collect the required data by
the researcher.
DATA COLLECTION TECHNIQUE
Personal interview technique is used to collect the primary data from those respondents who
have anyone of the TVS Two wheelers. Only simple words are used in the Questionnaire.
STATISTICAL TOOLS
For data analysis and Correlation analysis, etc are utilized to analyses the data.
LIMITATIONS OF THE STUDY
Because of time constraint this project is not undertaken on in depth basis. The researcher
relied only on the information from the respondents, though this study is related to customer
satisfaction, ignoring other areas of marketing.
FIELD WORK
In order to get reliable data the researcher himself went to all the sampling units exhausting
130 respondents. Sampling is taken from all sections of the society in Kanchipuram. The
respondents include people of both sex with occupation of all types and different economic
status.
CHAPTER DESIGN
The study has been divided into four chapters.
The first chapter comprises an Introduction of the subject, statement of the problem, scope of
the study, importance of the study. Objective of the study, Research Methodology,
Limitations and chapter design. The second chapter, Profile of organization, consumer
behavior and the various factors, which influence the consumer preference, are presented.
The third chapter focuses on the Analyzing and Interpretation. The fourth chapter contains
Summary and conclusion.
PROFILE OF THE ORGANISATION
COMPANY PROFILE:TVS MOTOR COMPANY LIMITED
TVS Motor Company limited, part of the TVS Group, is one of India’s leading two-wheeler
manufacturers. With a turnover of over Rs.20,000 crores, the company manufactures a wide
range of motorcycles, scooters, mopeds and cooperates. Little wonder, it boasts of more than
9 million happy customers. The year 1980 was a benchmark for the Indian two-wheeler
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Copyright © 2011 Published by IJMRR. All rights reserved 254
industry. For it was this year that saw India’s first two-seater moped, TVS 50, rolling out on
the Indian roads. With the joint venture with Suzuki Motor Corporation in 1983, TVS Suzuki
became the first India company to introduce 100cc Indo-Japanese motorcycles in September
1984. Through an amicable agreement the two companies parted ways in September
2001.Currently. Of the Rs.23 corers equity in the company, TVS holds 58.43 per cent shares.
The balance is held by financial institutions and the public. Today TVS Motor Company has
the largest market share in the moped category with a whopping 65.3 per cent and is also the
undisputed leader in the cooperate segment with 34.3 per cent share. It also holds 18.3 per
cent market share in motorcycles. With a strong sales and service network of 446 authorized
Dealer, 1436 Authorized Service Centers. TVS is growing from strength to strength.
WORLD CLASS FACILTIES
The company manufactures its motorcycles, Scooterettes and mopeds at its sate-of-the-art
factories in Mysore and Hosur. The current manufacturing capacity is 75,000 units at Hosur
and 15,000 units at Mysore per month.
IMPRESSIVE RANGE
TVS offers a wide range of two-wheelers – motorcycles Centra/ Victor/Fiero/Max 100R/Max
Dlx – Scooterettes – Scootty – Scootty Pep – Scootty Pep + - Mopeds-Champ/XL/XL Super
HD/ Sport TVS plans to launch 3 new models and upgrades in near future. A 4-stoke version
Start City, New Victor Glx 125,Tvs SPORT of India’s best selling scooterette-TVS Scooty
and 4-stoke version of the existing moped line will be launched this year. TVS Scooty and 5-
stoke version Apache of the existing moped line will be launched this year.
UNCOMPROMISING QUALITY, TECHNOLOGY
TVS Motor Company’s R&D division has an imposing pool if talent and one of the most
contemporary labs, capable of developing innovative designs. Committed to achieving total
customer satisfaction through Total Quality Control (TQC), The Company continuously
strives to give the customer, the best value for money.
ECO-FRIENDLY
TVS is committed to protecting the environment. The company’s manufacturing facilities at
Mysore & Hosur have state-of-the-art facilities & air pollution control measures. Even the
suppliers are encouraged to ensure that their products meet eco-friendly norms.
ALWAYS FIRST
Launched TVS 50 India’s first 2seater, 50cc Moped in Aug 1980.
First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept 1948.Launched
India’s first indigenous Scooterette, TVS Scooty in June 1994.Introduced India’s first
catalytic converter enable motorcycle, the 110cc Shogun in Dec 1996.Launched India’s first
5-speed motorcycle, the Shaolin in Oct 1997.Launched India’s first high performance moped-
the XL Super, with a 70cc engine in Nov 1997.Launched Victor in August 2001, a world-
class 4-stoke 110cc motorcycle Launched Pep in December 2004. 90cc motorcycle.
Launched Apache in December 2005, a world class 5-stoke 150 cc motorcycle.
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Copyright © 2011 Published by IJMRR. All rights reserved 255
DEALER PROFILE
Saradas Auto Agencies was started in th year 2004, with an investment of Rs.75, 00,000.
Now it has an automated two-wheeler workshop. Over 50 employees are working in this
organization. Three kinds of works are being performed here.
1. Sale of TVS two wheelers.
2. Sale of genuine spares for TVS two wheelers.
3. Servicing of TVS two wheelers.
Among these three, servicing of TVS two wheelers is the major part of this study. Because,
no consumer can purchase a durable product without proper service facility. Any
organization, which concentrates in good quality after sales service, that concern will become
to the most position very quickly.
CONSUMER
A consumer is the one who determines what a business if for. He alone who through being
willing to pay for goods or services, converts economic resources in to wealth, brings in to
goods what a consumer thinks he is buying and what consider ‘VALUE’ is decisive. This
determines what a business is. What it produces and whether it will prosper. A consumer can
be called effectively as the user of a product.
Philip kotler writes of two dozens of categories of human action, working, sleeping, Voting,
eating, breathing, buying and so forth. One of the primary interest to the marketers ‘buying’.
The buyer’s decision making process can be very simple or very elaborate and therefore it is
hard to pinpoint a consumer’s buying decision, since it could be determined by his
multidimensional personality.
Thomas Stand wrote that markets are the needs and preference of buyers, making of the
market that the firm finds economic justification for its existence. The realization of this
viewpoint sharpens the focus substantially of the whole business process.
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CONSUMER ATTITUDE
People have attitudes toward almost everything religion, politics, clothes, music, food and so
on. Attitudes put them into a frame of mind of liking or disliking an object, moving toward or
away from it.
Attitudes lead people to behave in a fairly consistent way toward similar object. People do
not have to interpret and react to every object in afresh way. Attitudes economies on energy
and through. For this reason, attitudes are very difficult to change. A person’s attitudes settle
into a consistent pattern, and to change a singer attitude require major adjustment in other
attitudes.
CONSUMER’S AWARENESS
Consumers become aware of their products mainly through various media’s advertisements
which are as follows:
1)DAILIES 2)MAGAZINES 3)POSTERS AND BILLS HOARDING
4)FILM ADVERTISING 5)RADIO ADVERTISING
6) TELEVISION ADVERTISING 7) EXHIBITION
CONSUMER BEHAVIOUR
Consumer behavior means how a consumer basically reacts to marketing strategies and
appeals relating to different products. This is to have an insight to look into his feelings on
different product mix and difference aspects of a product that is quality, pricing etc.
Consumer behavior reflects awareness, right through post purchase evaluation, indicating
satisfaction or non-satisfaction from the purchases. The logic of the consumer’s satisfaction
can be explained further. Before becoming a consumer the person has certain wants and
needs. Problem recognition, search for information, evaluation of information, purchase
decision and post purchase or post evaluation influence such as the family, social groups
culture, economics and business influences structures, distribution management, research,
economic, information, credit plans, technical services, floor stock in case of price
fluctuation, literature samples, models, sales promotion and display material. Professor
shareware defines consumer behavior as “All psychological and physical behavior of
potential customers as they evaluate purchase, consume and think about the product its
services”.
The consumer decisions are not hallow. Cultural, social, personal and psychological factors
substantially influence the purchaser or the buyer. Through most part of it is “Non
controllable” by the marketers, it is also taken into account.
CULTURAL FACTOR
Cultural factors such as buyer’s culture, sub-culture and social class identification bear in
depth in the wide influence over consumer behaviour.
1) CULTURE 2) SUB-CULTURE
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Copyright © 2011 Published by IJMRR. All rights reserved 257
SOCIAL FACTORS
A consumer’s behaviour is also influenced by social factors, such as the consumer’s reference
groups, family and social roles and status.
B) FAMILY
Family is also of the factors, which affects the consumer behaviour to a certain extend (i.e.,)
if the size of the family is large, the demand for consumption will be more. Where as if the
size of the family is small, the demand for consumption will be less.
PERSONAL FACTORS
A buyer’s decisions are influenced by personal award characteristics, notably the buyer’s age
and life cycle stage, occupation, economic circumstances, life style and personality and self-
concept.
1)AGE AND LIFE-CYCLE STAG 2)OCCUPATION 3)ECOMONIC
CIRCUMSTANCES 4 ) LIFE STYLE 5) PERSONALITY AND SELF-CONCEPT
6) INCOME 7) SEX
PSYCHOLOGICAL FACTORS
1) MOTIVATION 2) PERCEPTION 3) LEARNING 4) BELIEFS AND
ATTITUDES 5) BRAND LOYALTY
BUYING PROCESS
There are five different roles that persons can play in a buying decision.
1) INITIATION 2) INFLUENCER 3) DECIDER 4) BUYER 5) USER
CONSUMERISM
Consumer-orientation can thus leads to helping the consumer to fulfill his needs by offering
appropriate products at reasonable prices, apart from helping the consumer it is in the long-
term interest of the consumer. If a marketer does not do so, as in countries like USA, the
consumerism movement will gain extra momentum. Consumerism means that the consumer
looks upon the manufactures as somebody who is interested by who really do not know what
the consumer’s requirement are.
Consumerism helps to improve quality standards, self placing, detection of fraud and
deceptions, providing better information to consumer for making comparison of values and
providing effective chemicals for consumer complaints. Educated consumers all over the
world choose the best product but in India many people are illiterates and are not able to
choose the best thing
DATA ANALYSIS AND INTERPRETATIONS.
TABLE No.1 GENDER WISE CLASSIFICATION
S. No. Sex No. of Respondents Percentage of the Respondents
1. Male 125 96.16
2. Female 5 3.84
Total 130 100
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Copyright © 2011 Published by IJMRR. All rights reserved 258
TABLE No.2 OCCUPATIONWISE CLASSIFICATION .
S. No. Occupation No. of Respondents Percentage of the
Respondents
1. Business 56 43.07
2. Employees 24 18.45
3. Students 32 24.63
4. Professionals 18 13.85
Total 130 100
TABLE No.3 INCOMEWISE CLASSIFICATION
S.
No.
Annual Income No. of
Respondents
Percentage of the
Respondents
1. Upto Rs.50,000 44 33.85
2. Rs.5, 00,01-75,000 34 26.15
3. Rs.75, 001-1,00,000 34 26.15
4. Rs.1,00,000 and above 18 13.85
Total 130 100
TABLE No.4 QUALIFICATIONWISE CLASSIFICATION
S. No. Education Qualification No. of
Respondents
Percentage of the
Respondents
1. School Education 54 41.54
2. Under graduation 33 25.37
3. Post graduation 22 16.92
4. Technical education 14 10.78
5. No formal education 7 5.39
Total 130 100
TABLE No.5 TYPES OF VEHICLES USED BY CUSTOMERS
S. No. Types of vehicle No. of
Respondents
Percentage of the Respondents
1. TVS sport 77 59.23
2. TVS Star City 53 40.76
Total 130 100
TABLE No.6 SOURCE OF AWARNESS ABOUT BIKES
S. No. Sources of
Awareness
No. of
Respondents
Percentage of the
Respondents
1. Advertisement 40 30.76
2. Friends 28 21.53
3. Relatives 23 17.69
4. Personal experience 39 30.00
Total 130 100
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Copyright © 2011 Published by IJMRR. All rights reserved 259
TABLE No.7 MILEAGE OF THE BIKE GIVEN BY CUSTOMERS
S. No. Mileage of the
Bike
No. of
Respondents
Percentage of the
Respondents
1. 0-50 20 15.38
2. 50-60 54 41.53
3. 60-70 46 35.38
4. 70 and above 10 7.69
Total 130 100
TABLE No.8 OPINION ABOUT ROAD GRIP
S. No. Road Grip No. of
Respondents
Percentage of the
Respondents
1. Highly Satisfied 66 50.76
2. Satisfied 44 33.84
3. Neither satisfied nor
Dissatisfied
19 14.61
4. Dissatisfied 1 0.76
Total 130 100
TABLE No.9 USAGE OF BIKES BY THE CUSTOMERS
S. No. Month No .of
Respondents
Percentage of the
Respondents
1. 1-4 43 33.07
2. 5-8 37 28.46
3. 9-12 32 24.61
4. 12 and above 18 13.84
Total 130 100
TABLE No.10 OPNION ABOUT PRICE OF THE VEHICLE
S. No.
Price of Vehicle No. of
Respondents
Percentage of the Respondents
1. Upto Rs.30,000 79 60.76
2. Rs.30, 001-40,000 22 16.92
3. Rs.40,001 and above 29 22.31
Total 130 100
TABLE No.11 COMPARISON OF PREFERRED TVS VEHICLE AND SOURCE OF
AWARENESS
S.No. ADVERTISET FRIENDS RELATIVES PERSONAL
EXPERICENCE
TOTAL
TVS SPORT
(12.30)
13
(10.00)
9
(6.92)
26
(20.00)
64
(49.23)
TVS STAR
CITY
24
(18.46)
15
(11.53)
14
(10.76)
13
(10.00)
66
(50.76)
TOTAL 40
(30.76)
28
(21.53)
23
(17.69)
39
(30.00)
130
(100)
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Copyright © 2011 Published by IJMRR. All rights reserved 260
TABLE No.12 COMPARISION OF EDUCATIONAL QUALIFICATION AND
SOURCE OF AWARENESS
SOURCE OF
AWARENESS
EDUCATIONAL
QUALIFICATION
ADVERTISEME
NT
FRIENDS
RELATIVES
PERSON
AL
EXPERI
CENCE
TOTA
L
SCHOOL
EDUCATION
11
(8.46)
13
(10.00)
10
(7.70)
20
(15.38)
54
(41.54)
UNDER
GRADUATION
7
(5.39)
8
(6.15)
7
(5.39)
11
(8.46)
33
(25.37)
POST GRADUATION
15
(11.54)
4
(3.08)
2
(1.54)
1
(0.77)
22
(16.92)
TECHNICAL
EDUCATIONAL
4
(3.08)
1
(0.77)
3
(2.31)
6
(4.62)
14
(10.78)
TOTAL
40
(30.76)
28
(21.54)
23
(17.69)
39
(30.00)
130
(100)
TABLE No.13 COMPARISON OF EDUCATIONAL QUALIFICATION AND
SOURCE OF AWARENESS
VEHICLE NAME
SEX
TVS SPORT
TVS
STAR
CITY
TOTAL
MALE 75
(57.69)
50
(38.46)
125
(96.15)
FEMALE 2
(1.53)
3
(2.30)
5
(3.84)
TOTAL
77
(59.23)
53
(40.76)
130
(100)
TABLE No.14 COMPARISON OF OCCUPATION AND OWNERSHIP OF TVS
TWO WHEELER
VEHICLE NAME
OCCUPATION
TVS SPORT
TVS STAR
CITY
TOTAL
BUSINESS 23
(17.69)
12
(9.23)
35
(26.92)
EMPLOYEES 18
(13.84)
15
(11.53)
33
(25.38)
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Copyright © 2011 Published by IJMRR. All rights reserved 261
STUDENTS 28
(21.53)
11
(8.46)
39
(30.00)
PROFESSIONALS 10
(7.69)
13
(10.00)
23
(17.69)
TOTAL 79
(60.76)
51
(39.23)
130
(100)
TABLE No.15 COMPARISON OF OCCUPATION WITH MILAGE OF THE BIKE
OCCUPATION
MILAGE
BUSINESS
EMPLOYEE
STUDENT
PROFES
SIONAL
TOTAL
0-50
8
(6.15)
6
(4.61)
4
(3.07)
2
(1.53)
20
(15.38)
50-60
26
(20.00)
12
(9.23)
8
(6.15)
8
(6.15)
54
(41.53)
60-70
17
(13.07)
10
(7.69)
6
(4.61)
13
(10.00)
46
(35.38)
70 - Above
3
(2.30)
4
(3.07)
- 3
(2.30)
10
(7.69)
TOTAL
54
(41.53)
32
(24.61)
18
(13.84)
26
(20.00)
130
(100)
TABLE No.16 COMPARISON OF LEVEL OF SATISFACTION WITH ROAD GRIP
LEVEL OF
SATISFACT
ION
VEHICLE
NAME
HIGHLY
SATISFACTI
ON
SATISFIE
D
NIETHER
SATISFIE
D NOR
DISSATIS
FIED
DISSATI
SFIED
HIGHLY
DISSATI
SFIED
TOTA
L
TVS STAR
CITY
24
(18.46)
18
(13.84)
7
(5.38)
1
(0.76)
- 50
(38.46)
TVS SPORT
42
(32.30)
26
(20.00)
12
(9.23)
- - 80
(61.53)
TOTAL
66
(50.76)
44
(33.84)
19
(14.61)
1
(0.76)
- 130
(100)
TABLE No.17 COMPARISON OF OCCUPATION WITH THEIR USING THE BIKE
OCCUPATION
MONTH
BUSINESS
EMPLOYEE
STUDENT
PROFES
SIONAL
TOTAL
1-4
8
(6.15)
10
(7.69)
12
(9.23)
13
(10.00)
43
(33.07)
5-8
11
(8.46)
14
(10.76)
5
(3.84)
7
(5.38)
37
(28.46)
8-12
10
(7.69)
12
(9.23)
3
(2.30)
7
(5.38)
32
(24.61)
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Copyright © 2011 Published by IJMRR. All rights reserved 262
12 & ABOVE
6
(4.61)
9
(6.92)
- 3
(2.30)
18
(13.84)
TOTAL
35
(26.92)
45
(34.61)
20
(15.38)
30
(23.07)
130
(100)
TABLE No.18 COMPARISON OF PREFERRED TVS TWO WHEELER AND
LEVEL OF SATISFACTION
LEVEL OF
SATISFACTI
ON
VEHICLE
NAME
EXEMPLAR
Y
SATISFIED
NORMAL
NOT
SATISFIE
D
POOR
TOTAL
TVS SPORT
13
(10)
25
(19.23)
20
(15.38)
3
((2.30)
- 61
(46.92)
TVS STAR
CITY
19
(14.61)
29
(22.30)
19
(14.61)
2
(1.53)
- 69
(53.07)
TOTAL
32
(24.61)`
54
(41.53)
39
(30.00)
5
(3.84)
- 130
(100)
TABLE No.19 COMPARISON OF EDUCATIONAL QUALIFICATION WITH
OCCUPATION
OCCUPATION
EDUCATIONAL
QUALIFICATION
BUSINESS
EMPLOYEE
STUDENT
PROFESIONAL
TOTAL
SCHOOL
EDUCATION
39
(30.00)
9
(6.92)
6
(4.62)
-
54
(41.54)
UNDER
GRADUATION
6
(4.62)
6
(4.62)
21
(16.15)
-
33
(25.37)
POST
GRADUATION
-
7
(5.39)
3
(2.30)
12
(9.23)
22
(16.92)
TECHNICAL
EDUCATIONAL
4
(3.07)
2
(1.54)
2
(1.54)
6
(6.62)
14
(10.78)
NO FORMAL
EDUCATION
7
(5.39)
-
-
-
7
(5.39)
TOTAL
56
(43.07)
24
(18.45)
32
(24.63)
18
(13.85)
130
(100)
Dec-2011/ Volume-1/Issue-5/Article No-16/250-265 ISSN: 2249-7196
Copyright © 2011 Published by IJMRR. All rights reserved 263
TABLE No.20 COMPARISON OF OCCUPATION AND ANNUAL INCOME OF
THE FAMILY.
ANNUAL
INCOME
OCCUPATION
UPTO
-
Rs.50,000
Rs.50,001
-
Rs.75,000
Rs.75,001
-
Rs.1,00,000
Rs.1,00,001
AND
ABOVE
TOTAL
BUSINESS 16
(12.30)
17
(13.07)
17
(4.62)
6
(4.62)
56
(43.07)
EMPLOYEES 10
(7.70)
3
(2.31)
6
(3.84)
5
(3.84)
24
(18.45)
STUDENTS 13
(10.00)
10
(7.70)
6
(3.84)
3
(2.31)
32
(24.63)
PERFESSIONALS 5
(3.84)
4
(3.08)
5
(3.84)
4
(3.08)
18
(13.85)
TOTAL 44
(33.85)
34
(26.15)
34
(26.15)
18
(13.85)
130
(100)
TABLE No.21 COMPARISON OF FAMILY INCOME AND EXPENDITURE ON
THE PURCHASE OF VEHICLE
PRICE OF
VEHICLE
ANNUAL INCOME
BELOW
-
Rs.30,000
Rs.30,001
-
Rs.40,000
Rs.40,001
AND ABOVE
TOTAL
BELOW-50,000 35
(26.92)
7
(5.39)
2
(1.54)
44
(33.85)
50,001 – 75,000 18
(13.85)
6
(4.62)
10
(7.70)
34
(26.15)
75001 – 1,00,000 18
(13.85)
7
(5.39)
9
(6.92)
34
(26.15)
1,00,001 AND
ABOVE
8
(6.15)
2
(1.54)
8
(6.15)
18
(13.85)
TOTAL 79
(60.76)
22
(16.92)
29
(22.31)
130
(100)
TABLE No.22 COMPARISON OF OWNERSHIP OF TVS TWO WHEELER AND
AGE OF RESPONDENTS
AGE
VEHICLE
NAME
20-29
30-39
40-49
50-59
60 AND
ABOVE
TOTAL
TVS SPORT 32
(24.61)
18
(13.84)
10
(7.69)
5
(3.84)
2
(1.53)
67
(51.53)
TVS STAR CITY
25
(19.23)
14
(10.76)
13
(10)
7
(5.38)
4
(3.07)
63
(48.46)
TOTAL
57
(43.84)
32
(24.61)
23
(17.69)
12
(9.23)
6
(4.610
130
(100)
Dec-2011/ Volume-1/Issue-5/Article No-16/250-265 ISSN: 2249-7196
Copyright © 2011 Published by IJMRR. All rights reserved 264
SUMMARY AND CONCLUSION
Based on the study, the observation consists of a market survey with 130 respondents in
Kanchipuram town. For this study, a structured questionnaire with both open and closed
ended questions was used to collect the required data from the month of December to march
2011.
Among the various source of awareness, advertisement is the major source with 30.77%
creating awareness about TVS two wheelers in the study area. Among the different
categories of educational qualification of the respondents, school education covers a major
share of 41.54% in the study area.
Among the different categories of occupation of the respondents, business man covers a share
of 43.07% and student cover a share of 24.63% In Kanchipuram town, people are mostly
small businessman and students are available to meet and conduct survey, why because
others has gone to their work to nearby cities, town, etc. The owner of TVS two wheelers
like,
Tvs SPORT, STAR CITY has mostly preferred Saradas auto agencies. Among the total
respondents 43.07% respondents are businessmen and 24.63% respondents are students in the
study area.
Out of the total respondents 33.85% respondents comes under the income group of
Rs.50,000 per annum, 26.15% respondents comes under income group Rs.50,000 to
Rs.75000 per annum and 26.15% respondents comes under the income group of Rs.75,000 to
Rs.1 lakh per annum in the study area.
Among the total respondents, 60.76% respondents own a bike worth of below Rs.30,000
in the study area. Among the total respondents, 46.15% respondents comes under up to 29
age group and 24.62respondents comes under the age group between 30 to 39 in the study
area
From this it is clear that the survey was conducted mainly with small business people and
students in Kanchipuram. In kanchipuram more than 50% are comes under middle-income
group. The disposable income of the most of the people in kanchipuram town is low. In
kanchipuram town more than 70% of vehicle owners are youngsters. It is concluded that the
sales of Saradas Auto Agencies for TVS two wheelers are good because of the right approach
of a group of sincere mechanics.Though, it is providing good service; it is struggling with
hect
ic competition due to the mushroom growth and functioning of unauthorized centers in
kanchipuram. In order to retain its customers the Saradas Auto Agencies should Enforce
norms to all the mechanics to follow the right approach in attending the customers. Take
necessary steps in cooperation with TVS Company to restrict the sale of genuine spare parts
only to those vehicles being serviced in authorized service centers.
Dec-2011/ Volume-1/Issue-5/Article No-16/250-265 ISSN: 2249-7196
Copyright © 2011 Published by IJMRR. All rights reserved 265
REFERENCES
Auto India Magazine
Automobile Journal
Indian Auto Magazine
Peter Drucker, Marketing Management, prentice Hall of India pvt. Ltd., New Delhi 1988.
Philip.Kotler – Marketing Management – millennium Edition Prentice Hall of India, New
Delhi 2000.
www.tvsmotor.co.in
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