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1.1 INTRODUCTION

Marketing is a social and managerial process by which individuals and groups obtain what they
need and want, through creating, offering and exchanging products of value with others.
-Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and
possession of goods and services. It is that part of economics which deals with the creation of
time, place and possession utilities and that phase of business activity through which human
wants are satisfied, by the exchange of goods and services for some valuable consideration
-American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service
specifications and then in turn helping to make it possible for more and more of consumers to
enjoy more and more of these products and services.


Buyer Behavior
Buyer behavior is all psychological, Social and physical behaviors of potential customers
as they become aware of evaluate, purchase, consume and tell others about product & service.



Consumer Buying Behavior
The main aim of marketing is meeting and satisfy target Customers need and wants buyer
behavior refers to the peoples or organization conduct activities and together with the impact of
various influences on them towards making decision on purchase of product and service in a
market. The field of consumer behavior studies how individuals, groups and organization select,
buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires
understanding consumer behavior and knowing customer are never simple.


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1.2 NEED AND IMPORTANCE OF THE STUDY

The study of consumer behaviour (CB) is very important to the marketers because it enables
them to understand and predict buying behaviour of consumers in the marketplace; it is
concerned not only with what consumers buy, but also with why they buy it, when and where
and how they buy it, and how often they buy it, and also how they consume it & dispose it.
Consumer research is the methodology used to study consumer behaviour; it takes place at every
phase of the consumption process: before the purchase, during the purchase, and after the
purchase. Research shows that two different buyers buying the same product may have done it
for different
Reasons, paid different prices, used in different ways, have different emotional attachments
towards the things and so on.


1.3 SCOPE OF THE STUDY

The scope of the project is define by the objective of the study it self. If the study was basically
for the fulfillment at its objectives. This means that scope of this project study is restricted to
consumers buying behaviours of TVS Two wheelers among the other brand in the market.
Scope of this project is also restricted to the area of field survey in Hyderabad. The study does
not include any other area like finance personnel product etc.

1.4 OBJECTIVE OF STUDY


To make a study on consumer buying behavior of two wheelers with special reference to
TVS Motors in Hyderabad area.






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2.1 INTODUCTION
Various segments of TVS are:

The entire model is being used in Hyderabad, TVS Motor is trying to reach every nook
and corner of the North East, and it has dealers and sub-dealers in every part of the North Eastern
India. The service provided by them are quite satisfactory to the consumers, which has helped
them to achieve good reputation in the market.
The two-wheeler companies have divided the market into various segments, which have
helped them to meet the demand more easily. Suppose the customers who demand a unique
stylish two wheeler, for those TVS have produced Apache, which is considered as one of the
most extraordinary two wheeler in the market.

2.2 TVS MOTORS COMPANY PROFILE

Status : Listed
Form : Public Limited Company
Operational Status : Operational
ISIN CODE : INE494B01023
Financial Auditors : Sundaram & Srinivasan (2011)
Incorporation Date : July 15, 1982
Total Employees : 4,589
Full name : TVS Motor Company Ltd
Legal Address : Jayalakshmi Estates,29(OldNo.8)HaddowsRoad,
Chennai; Tamil Nadu; 600006
Tel : 044- 2827 2233
Industry : Automotive
Founded : 1972
Website : www.tvsmotor.in





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Company Description:
TVS Motor Company Limited manufactures and sells two-wheelers in India. Its
products include motorcycles, scooters, and mopeds, as well as three-wheelers. The company
primarily markets its motorcycles under the Apache RTR 180, Flame DS 125, Flame, TVS Jive,
StaR City, and Sports names; aromatic scooters under the TVS Wego, Scooty Streak, Scooty
Pep+, and Scooty Teenz names; mopeds under the TVS XL Super and TVS XL Heavy Duty
names; and three-wheelers under the TVS KING name.

Company Analysis:
According to the consolidated - Audited financial statement for the Year of 2011, total net
operating revenues increased with 40.43%, from INR 4,678.61 tens of millions to INR 6,570.23
tens of millions. Operating result increased from INR 150.12 tens of millions to INR 265.75 tens
of millions which means 77.03% change. The results of the period increased 281.80% reaching
INR 127.94 tens of millions at the end of the period against INR 33.51 tens of millions last year.
Return on equity (Net income/Total equity) went from 5.40% to 18.76%, the Return On Asset
(Net income / Total Asset) went from 1.79% to 7.22% and the Net Profit Margin (Net
Income/Net Sales) went from 0.72% to 1.95% when compared to the same period of last year.
The Debt to Equity Ratio (Total Liabilities/Equity) was 259.95% compared to 301.28% of last
year. Finally, the Current Ratio (Current Assets/Current Liabilities) went from 1.31 to 1.19 when
compared to the previous year.

2.3 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, 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.


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2.3.1 Recent:
Over the years TVS Motor has grown to be the largest in the group, both in terms of
size and turnover, with four state of the art manufacturing plants in
Hosur, Mysore and Nalagarh in India and Karawang in Indonesia. TVS Motor is credited with
many innovations in the Indian automobile industry, notable among them being the introduction
of India's first two-seater moped, the TVS 50cc. The company became the leader in its category
of sub 100 cc mopeds, having sold 7 million units. It also introduced the TVS Scooty, which is
India's second largest brand in the scooterette segment. The TVS Jive launched in November
2009 became India's first clutch-free motorbike aimed at a stress-free rider experience while
the unisex scooter TVS Wego is targeted at urban couples, featuring body-balance technology
for easier handling.


2.3.2 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, Government of
India.
In 2004, TVS Scooty Pep won the 'Outstanding Design Excellence Award'
from BusinessWorld magazine and the National Institute of Design, Ahmedabad.
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.
TVS Motor has won several management awards, notable among them being the
Emerging Corporate Giant in the Private Sector awarded byThe Economic Times and
the Harvard Business School Association of India. Business Today magazine awarded
TVS Motor the Best Managed Company and the Most Investor Friendly Company


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awards. Its advertising practices won it the Good Advertising award by Auto India Best
Brand Awards 2009.
Company Chairman Venu Srinivasan is a recipient of several awards for corporate
excellence such as the Star of Asia Award by Bloomberg BusinessWeek and the JRD
Tata Corporate Leadership Award.
The University of Warwick, United Kingdom gave him an honorary Doctorate of
Science degree
[16]
while the Government of India honoured him with the Padma Shri,
one of India's highest civilian distinctions.
Innovative implementation of Information Technology has won TVS Motor the Ace
Award for Most Innovative NetWeaver Implementation in 2007 awarded by technology
major SAP AG
[18]
and the Team Tech 2007 Award of Excellence for Integrated use
of Computer-aided engineering Technologies.

2.4 TVS MOTOR Company Mission & Vision
Mission:
We are committed to being a highly profitable, socially responsible, and leading
manufacturer of high value for money, environmentally 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:
TVS Motor - 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.

TVS Motor - The Industry Leader:
TVS Motor will be one among the top two two-wheeler manufacturers in India and
one among the top five two-wheeler manufacturers in Asia.
TVS Motor - Global overview:


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TVS Motor will have profitable operations overseas especially in Asian markets,
capitalizing on the expertise developed in the areas of manufacturing, technology and marketing.
The thrust will be to achieve a significant share for international business in the total turnover.
TVS Motor - At the cutting edge:
TVS Motor will hone and sustain its cutting edge of technology by constant
benchmarking against international leaders.
TVS Motor - Committed to Total Quality:
TVS Motor is committed to achieving a self-reviewing organization in perpetuity by
adopting TQM as a way of life. TVS Motor believes in the importance of the process. People and
projects will be evaluated both by their end results and the process adopted.
TVS Motor - The Human Factor:
TVS Motor believes that people make an organization and that its well-being is
dependent on the commitment and growth of its people. There will be a sustained effort through
systematic training and planning career growth to develop employees talents and enhance job
satisfaction. TVS Motor will create an enabling ambience where the maximum self-actualisation
of every employee is achieved. TVS Motor will support and encourage the process of self-
renewal in all its employees and nurture their sense of self worth.
TVS Motor - Responsible Corporate Citizen:
TVS Motor firmly believes in the integration of Safety, Health and Environmental
aspects with all business activities and ensure protection of employees and environment
including development of surrounding communities. TVS Motor strives for long-term
relationships of mutual trust and interdependence with its customers, employees, dealers and
suppliers.
2.5 Heritage:
TVS Group - 100 years young:
The TVS group has always been inspired by a century long mission and vision of its
own destiny. it is not just a business but a way of doing business, which sets TVS apart from
others.
Back in 1911, to the founder of the company, the ordinary ambitions of a bus fleet
operator or a vehicle servicing business would not suffice. Rather, he wanted to create an


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enduring business led by a family of like minded workers and managers united by a set of shared
high principles.
Driven by this inspiration, the TVS group has today emerged as India's leading supplier
of automotive components. Today the TVS Group is the largest automotive component
manufacturer in India, with annual turnover of more than USD 4 billion.
The group has over 30 companies employing a work- force of 40,000 people.
Underlying the success of the group is its philosophy of commitment to the cherished
values of promoting trust, value and customer service. This was the personal philosophy of the
Group's Founder Shri T V Sundaram lyengar, and it remains the overarching code by which the
Group functions. Market leadership and rewards of business have followed naturally.


2.4.1 The inspirational heritage:

Although the letters TVS represent the initials of our founder, T V Sundaram lyengar, to
us within TVS they have always stood for Trust, Value and Service. The founder of the company
embodied these values and set an example for all employees to emulate.
TVS believes that the success of any enterprise is built on the solid foundation of
customer satisfaction.
Continuous innovation and close customer interaction have enabled TVS companies to
stay ahead of competition. Quality at TVS determines not only the end product but the systems,
processes and operations at all levels. The first four companies in India, which have won the
coveted Deming Prize are from the TVS group.
The business ranges across automobile component manufacturing, components
distribution, manufacturing of powered two-wheelers, computer peripherals, financial services,
contract manufacturing services and software development.
TVS Motor company Ltd (TVS Motor)- member of the TVS group is the largest company
of the group in terms of size and turnover.





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2.4.2 Milestones:
1980:
Great milestone in indiaautomobile history.Countrys first 2 seater 50cc Moped TVS
50 launched.
1984:
First mover.TVS becomes first india companyto introduce 100cc Indo-Japanese
Motorcycle.
1994:
Poineer of mobility for woman>Launched Indias first indigenoys scooterette (sub
100cc- variomatic scooters), TVS scooty.

1996-97:
Bringing in green technology before it become a norm. Introduced Indias first
catalytic converter enable motorcycle, the 110cc shogun.
Great drive. Greater speed. Launched Indias first 5-speed motorcycle, the Shaolin.
2000:
Hiking speed limits. Launched TVS Fiero, Indias First 150 cc, 4 stroke motorcycle.
2001:
Indigenous technology. Launched TVS Victor, 4 stroke 110 cc motorcycle
Indias first fully indigenouslydesigned and manufactured motorcycle.
2002:
TVS becomes worlds first two wheeler company to win worlds most prestigous
recognition in Total Quality Management- the deming award 2002.
TVS wins Technology awards from Ministry of scince, Govt of India Successful
comercialization of indigenous technology.
2004:
Setting benchmarks in mileage.launched TVS Centa, a world class 4 stroke 100 cc
motorcycle with the revolutionary VT-i engines for best in class mileage.
All terrain performance.launched TVS star, a 100 cc motorcycle ideal for rough terrain.
TVS wins TPS excellence from japan institute of plant maintanance(JIPM).
TVS wins outstanding design Excellence award for Scooty pep.


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2005-06:
Spreading its roots.TVS launches its Indonesian plant.
Making a style statement. Launched TVS Apache, Which set youth imagination on
fire. Apache went on to be the bke of the yaer for 2006, winning 6 prestigious
awards.
2007:
Never before in automobile history. TVS motor company rolls out seven
products.
Yet another first. TVS Launches Himachal pradesh plant at Nalagarh.
2008:
Apache refresh with rear disc breakesDec-2008.
TVS motor company bags to coveted IT awards sep-2008 SAP ACE 2008 Awars
and 2008 Semantec south asia visionaru award.
Scooty pep+ launched with balancing wheels aug-2008.
Scooty wimbeldon collection Launched jun-2008.
Apache RTR FI lauched jun-2008.
TVS motor company launches the revolutionary 125cc Flame Mar-2008.
TVS makes its foray into the three-wheeler market with TVS KING mar-2008.
2009-10:
Jive:The Auto Clutch bike.
WEGO:First scooter with body balance technology.
TVS Unveils High Performance with the Apache RTR 180 June-2009.
TVS Scooty streak launched.
2010-11
TVS MAX4R- , durable motorcycle designed with two pairs of rearshock-absorbers.
The bike has bigger brakes, a long wheelbase, wider tyres and specially reinforced
spokes that are designed so that it does not break under heavy loads.
TVS Apache RTR 180 ABS and TVS Sport with electric start





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2.4.3 R&D:
TVS Automatic Transmission Technology (TVSATT):
TVSATT -
A new technology that will enhance fuel efficiency by as much as twenty percent
when compared to the conventional technology deployed today.
Why was it developed?
The conventional rubber belt CVT equipped scooters deliver up to 20% worse fuel
economy compared to a standard motorcycle but CVT has the benefit of ease of riding.
The ultimate objective is to achieve the ease of riding of a CVT equipped scooter, with the
fuel economy of a standard motorcycle - develop a fuel efficient engine that can be used across
various platforms like Scooter, Motorcycle, Step-Thru's
How does it work?
This technology employs an Automatic Transmission in place of conventional
Continuously Variable Transmission Technology (CVT). This changes gears effortlessly through
electronic control, automatically selecting the gear ratios for a particular riding condition. This
enables the engine to run at its most efficient RPM (revolutions per minute) for a range of
vehicle operating conditions, thereby maximizing the engine performance to achieve peak
efficiency; overriding the requirement of a clutch.
The engine developed for this is compact, fuel efficient and can be used across product
forms like Scooter, Motorcycles and Step-Thru's. Some other important advantages of this
technology are
1. Lowest CO2 emission in Scooters
2. Low Floor Board
3. Space for luggage

This technology employs an innovative ECU (Electronic Control Unit) which enhances
the performance and fuel economy, giving greater convenience of riding. An advanced cooling
arrangement, which is based on the vehicle motion itself, avoids use of engine driven fan, thus
minimizing the additional consumption of fuel. The improvement in engine efficiency is derived
through friction reduction and multi map electronic ignition control, while transmission
efficiency is boosted through this new technology.


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What do you get?
20% better fuel economy without compromising the riding comfort and convenience.

Type of Vehicle Fuel economy Convenience
Motorcycle High Low
Scooter Low High
TVS AMT High High

2.4.4 Techno dynamism:
Performance:
Ask anyone who has taken a ride in the TVS Apache RTR and they will simply compare
the bike to a 250 cc. Delivering 15 bhp from a 160 cc engine, the bike is certainly tweaked for
performance. The pickup is terrific and one needs to feel the rev of the RTR engine to get a feel
of its spirit.
Styling:
Todays needs are very unique. While people want their bikes to be in line with the
gadgets they use, they are also keen to get value for money. Add to this the task of bringing out
cleaner, fuel efficient bikes, and the challenge becomes even tougher.

Efficiency:
All technology features are aimed at providing value to a customer - be it matching the
features - expectation or price point. While the performance aspect is taken to its optimum, the
engineers at TVS try to work towards building bikes that are easy to ride, economical to maintain
and at the same time are easy on the environment.
Ecodynamism:
All technology features are aimed at providing value to a customer - be it matching the
features - expectation or price point. While the performance aspect is taken to its optimum, the
engineers at TVS try to work towards building bikes that are easy to ride, economical to maintain
and at the same time are easy on the environment.
Manufacturing Excellence:
Launch of 7 vehicles on the same day - Manufacturing Excellence makes this feasible:


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At the heart of the new product launches is the Production Team, setting to motion the
dream put forward by the R&D.
Driven by the Five Pillars of TQM:

The management philosophy is based on five pillars of TQM (Total Quality Management)
which rests on the foundation of Total Employee Involvement, daily management and Kaizen
(Continuous improvement).
The Inspiration Moment:
When we won the Deming Prize in Quality in 2002, we were the only two wheeler
manufacturer in the world to have won the award. However, our penchant for quality continues
as we work in line with the principles of Kaizen (Japanese for Continuous improvement) and
TQM (Total Quality Management).
TVS Motor company Ltd (TVS Motor)- member of the TVS group is the largest company
of the group in terms of size and turnover



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2.5 Products of TVS Motor Company:

Domestic Range Two Wheeler:
1. Apache Series RTR 2. Flame DS 125

3. Flame SR 125 4. Jive

5. Max 4R 6. Star City

7. Sport 8. Wego




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9.Scooty Streak 10. Scooty Pep+





THREE WHEELER:
1. King











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INTETNATIONSL RANGE - TWO WHEELER:
1. Neo X3i 2. Rockz





3. Tormax 150 4. Apache RTR 160

5. Apache 160 6. Metro




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7.Star LX 8. Victor glx 125



8. Victor gx 100 9. Max 100



9. XL XD 11. XL Super






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3.1 REVIEW OF LITERATURE

Buyer behavior is all psychological, Social and physical behaviors of potential customers
as they become aware of evaluate, purchase, consume and tell others about product & service.
An important part of the marketing process is to understand why a customer or buyer makes
a purchase.
Without such an understanding, businesses find it hard to respond to the customers needs and
wants.

Marketing theory traditionally splits analysis of buyer or customer behaviour into two broad
groups for analysis Consumer Buyers and Industrial Buyers
Consumer buyers are those who purchase items for their personal consumption
Industrial buyers are those who purchase items on behalf of their business or organization


Businesses now spend considerable sums trying to learn about what makes customers tick. The
questions they try to understand are:
Who buys?
How Do They buy?
When Do They buy?
Where Do They buy?

Why do they buy?

For a marketing manager, the challenge is to understand how customers might respond to the
different elements of the marketing mix that are presented to them.

If management can understand these customer responses better than the competition, then it is a
potentially significant source of competitive advantage.




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3.2 Consumer Buying Behavior
The main aim of marketing is meeting and satisfy target Customers need and wants buyer
behavior refers to the peoples or organization conduct activities and together with the impact of
various influences on them towards making decision on purchase of product and service in a
market. The field of consumer behavior studies how individuals, groups and organization select,
buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires
understanding consumer behavior and knowing customer are never simple.

The wealth of products and service produced in a country make our economy strong. The
behavior of human being during the purchase is being termed as Buyer Behavior. Customer
says one thing but do another. They may not be in touch with their deeper motivations. They are
responding to Influences that change their mind at the last minute. A buyer makes take a decision
whether save or spend the money.

Consumer Behaviour is the study of when, why, how, and where people do or do not buy a
product. It blends elements from psychology, sociology, social anthropology and economics. It
attempts to understand the buyer decision making process, both individually and in groups. It
studies characteristics of individual consumers such as demographics and behavioral variables in
an attempt to understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Research has shown that consumer
behaviour is difficult to predict, even for experts in the field. Relationship marketing is an
influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of
the true meaning of marketing through the re-affirmation of the importance of the customer or
buyer. A greater importance is also placed on consumer retention, customer relationship
management, personalization, customization and one-to-one marketing. Social functions can be
categorized into social choice and welfare functions.



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Consumer behaviour is influenced by internal conditions such as demographics,
psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings.
Psychological factors include an individuals motivation, perception, attitude and belief, while
personal factors include income level, personality, age, occupation and lifestyle.

Behaviour can also be affected by external influences, such as culture, sub-culture, locality,
royalty, ethnicity, family, socialclass, past experience reference groups, lifestyle, market mix
factors.

3.3 Consumer Buying Decision Process
There are following five stages in consumer buying decision Process.
Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger
a Particular need. By gathering information from a number of consumers, Marketers can identify
the most frequent stimuli that spark an interest in a product category. They can then develop
marketing strategies that trigger consumer interest.

. Information Search:-
The consumer tries to collect information regarding various products/service. Through gathering
information, the consumer learns about completing brands and their features. Information may be
collected form magazines, catalogues, retailers, friends, family members, business association,
commercial, chamber of commerce, telephone directory, trade fair etc. Marketers should find out
the source of information and their relative degree importance to the consumers.

. Evaluation of alternative:-
There is no single process used by all consumers by one consumer in all buying situations. There
is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions. The marketer
must know which criteria the consumer will use in the purchase decision.


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. Choice of purchasing decision:-
From among the purchase of alternatives the consumer makes the solution. It may be to buy or
not to buy. If the decision is to buy. The other additional decisions are:

The marketer up to this stage has tried every means to influence the purchase behavior, but
the choice is properly consumers. In the evaluation stage the consumer forms preferences among
the brands in the choice set. The consumer may also form an intention to but the most preferred
brand.
Post Purchase Behavior:-
After purchase the product, the consumer will experience the same level of product. The
Marketers job not end when the product is buying must monitor post-purchase satisfaction, post-
purchase action, post-purchase use and disposal.

Post Purchase Satisfaction:-
The buyer, S satisfaction is a function of closeness between the buyer, S expectation and the
products Perceiver performance. The larger the gap between expectation and performance, the
greater the consumer dissatisfaction.

. Post purchase Action:-
The Consumer, S satisfaction or dissatisfaction with the product influence subsequent
behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing the
product again. Dissatisfaction consumer may abandon and return the product
.
Post-Purchase Use or Disposal:-
The marketer should also monitor new buyers use and dispose of the product. If the
consumer store the product in a close, the product is probably not very satisfying. If the
consumer throws the product away, the marketer needs to know how they dispose of it;
especially it can be hurt the environment.




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3.4 Types of Consumer Buying Behavior


Routine Response/Programmed Behavior--buying low involvement frequently purchased
low cost items; need very little search and decision effort; purchased almost
automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps. Requires a
moderate amount of time for information gathering. Examples include Clothes--know
product class but not the brand.


Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or
infrequently bought products. High degree of economic/performance/psychological risk.
Examples include cars, homes, computers, education. Spend alot of time seeking
information and deciding. Information from the companies MM; friends and relatives,
store personnel etc. Go through all six stages of the buying process.

Impulse buying, no conscious planning. The purchase of the same product does not
always elicit the same Buying Behaviour. Product can shift from one category to the next.
For example: Going out for dinner for one person may be extensive decision making (for
some that does not go out often at all), but limited decision making for someone else. The
reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of
friends will also determine the extent of the decision making.









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3.5 Characteristics of Buyer Behavior

The chief characteristics of the buyers behaviors are as follow:-

It consists of mental and physical activities which consumers undertake to get goods and
services and obtain satisfaction from them.

It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities-such as forming attitudes,
perceiving advertising material, and learning to prefer particular brands.

Consumer behaviors are very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change otherwise market may be lot.

The individuals specific behaviors in the market place is affected by internal factor, such
as need , motives, perception, and attitudes, as well as by external of environment
influences such as the family social groups, culture, economics and business influences.

Introduction to buying motives Consumer or buyer is the central figure of all marketing
activities. It is the consumer who determines the growth, prosperity and even existence of a
business enterprise. Hence the marketer should always feel the pulse of customers. In order to
understand the pulse of the customers, the marketer needs to understand fully the working of
buyers mind. It helps him to plan his production and distribution to suit to the needs and
convenience of customers .It also helps him to plan suitable marketing strategies. Thus it is very
essential for every marketer to know his customers buying motives. Buying motives Motive is a
strong feeling, instinct, desire or emotion that makes a person to do something. When a motive
makes a person to buy a product, then it becomes a buying motive. Thus buying motive means
the influence and considerations which makes a customer to buy a particular product. According
to D.J.Duncan, buying motives are those influences or considerations which provide the
impulse to buy, induce action or determine choice in the purchase of goods and services. Buying


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motives are mainly two types, manifest motives and latent motives. Manifest motives are those
motives which are known to the customer and also ready to admit them.
3.6 CONSUMER BUYING vs. ORGANIZATIONAL BUYING
Final (or ultimate) consumers purchase for:
personal,
family, or
household use
Organizational consumers purchase for:
further production,
usage in operating the organization, and/or
resale to other consumers
Consumer Buying Behavior
The decision processes and acts of final household consumers associated with evaluating,
buying, and consuming Two wheelers products for personal consumption
Consider the purchase an automobile. You generally will not consider different options until
some event triggers a need, such as a problem needing potentially expensive repair. Once this
need has put you "on the market", you begin to ask your friends for recommendations regarding
dealerships and Two wheeler models. After visiting several dealerships, you test drive several
models and finally decide on a particular model. After picking up your new Two wheeler, you
have doubts on the way home, wondering if you can afford the monthly payments, but then begin
to wonder if instead you should have purchased a more expensive but potentially more reliable
model. Over the next five years, the Two wheelers has several unexpected breakdowns that lead
you to want to purchase a different brand, but you have been very happy with the services of the
local dealership and decide to again purchase your next Two wheeler there.


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In this particular case, the following generic model of consumer decision making appears to
hold:
need recognition

information search

evaluation of alternatives

purchase decision

post purchase behavior

Now consider the purchase of a quart of orange juice. You purchase this product when you do
your grocery shopping once per week. You have a favorite brand of orange juice and usually do
your grocery shopping at the same store. When you buy orange juice, you always go to the same
place in the store to pick it up, and never notice what other brands are on the shelf or what the
prices of other brands are. How is it that the generic model above works differently in this
second scenario? Why does it work differently? Why would we generally need the ministrations
of a sales person in the sale of a Two wheeler, but we generally do not need the help of a
salesperson in the purchase of orange juice?
How can the marketer of orange juice get a consumer like you to exert more effort into
information search or to consider alternative products? How is it that the marketer of your brand
got you to ignore alternative competing brands? What is the involvement of salespeople in sales
promotions that might be associated with products such as orange juice.
Consumer behavior researchers are not so interested in studying the validity of the above generic
model, but are more interested in various factors that influence how such a model might work.



26

3.7 GROUP INFLUENCES ON CONSUMER BEHAVIOR
Culture
the set of basic values, beliefs, norms, and associated behaviors that are learned by a member of
society
Note that culture is something that is learned and that it has a relatively long lasting effect on the
behaviors of an individual. As an example of cultural influences, consider how the salesperson in
an appliance store in the U.S. must react to different couples who are considering the purchase of
a refrigerator. In some subcultures, the husband will play a dominant role in the purchase
decision; in others, the wife will play a more dominant role.
Social Class
A group of individuals with similar social rank, based on such factors as occupation, education,
and wealth
Reference Groups
Groups, often temporary, that affects a person's values, attitude, or behaviors
E.g., your behaviors around colleagues at work or friends at school are probably different
from your behaviors around your parents, no matter your age or stage in the family life
cycle. If you were a used Two wheeler salesperson, how you might respond differently to
a nineteen year old prospect accompanied by her boyfriend from one accompanied by
two girlfriends?
Opinion leader
A person within a reference group who exerts influence on others because of special
skills, knowledge, personality, etc.
You might ask the webmaster at work for an opinion about a particular software
application. Software manufacturers often give away free beta copies of software


27

to potential opinion leaders with the hope that they will in turn influence many
others to purchase the product.
Family
A group of people related by blood, marriage, or other socially approved relationship
3.8 ENVIRONMENTAL / SITUATIONAL INFLUENCES ON CONSUMER BEHAVIOR
If you are doing your Saturday grocery shopping and are looking for orange juice, you are
probably much more sensitive to price than if you stop at the quick store late at night, when you
are tired and cranky, after a late meeting at the office. A prospect shopping for a new automobile
while debating the wisdom of a necessary expensive repair to his Two wheeler might be more
interested in what Two wheelers are on the lot than in shopping for the best deal that might
involve a special order.
3.9 INTERNAL INFLUENCES ON CONSUMER BEHAVIOR
Personality
A person's distinguishing psychological characteristics that lead to relatively consistent and
lasting responses to stimuli in the environment
We are each unique as individuals, and we each respond differently as consumers. For example,
some people are "optimizers" who will keep shopping until they are certain that they have found
the best price for a particular item, while other people are "satisfiers" who will stop shopping
when they believe that they have found something that is "good enough." If you are a
salesperson in a retail shoe store, how might you work differently with these two personalities?
Lifestyle and Psychographics
lifestyle is a pattern of living expressed through a person's activities, interests, and
opinions
psychographics is a technique for measuring personality and lifestyles to developing
lifestyle classifications.


28

Motivation: Multiple motives
Consumers usually have multiple motives for particular behaviors. These can be a combination
of
Manifest
known to the person and freely admitted
latent
unknown to the person or the person is very reluctant to admit
Note: different motives can lead to the same behavior; observing behavior is not sufficient to
determine motives.
3.10 TYPES OF CONSUMER PROBLEM-SOLVING PROCESSES
Reutilized
used when buying frequently purchased, low cost items
used when little search/decision effort is needed
e.g., buying a quart of orange juice once per week
Limited Problem Solving
used when products are occasionally purchased
used when information is needed about an unfamiliar product in a familiar product
category.
Extended problem solving
used when product is unfamiliar, expensive, or infrequently purchased
e.g., buying a new Two wheeler once every five years
Under what sorts of conditions the assistance of a salesperson would be needed? Not needed?



29

3.11 POST-PURCHASE CONSUMER BEHAVIOR
Satisfaction
After the sale, the buyer will likely feel either satisfied or dissatisfied. If the buyer believes that
s/he received more in the exchange than what was paid, s/he might feel satisfied. If s/he believes
that s/he received less in the exchange than what was paid, then s/he might feel dissatisfied.
Dissatisfied buyers are not likely to return as customers and are not likely to send friends,
relatives, and acquaintances. They are also more likely to be unhappy or even abusive when the
product requires post-sale servicing, as when an automobile needs warranty maintenance.
Cognitive dissonance
It has to do with the doubt that a person has about the wisdom of a recent purchase
It is very common for people to experience some anxiety after the purchase of a product that is
very expensive or that will require a long term commitment. After a close on products that are
expensive or that require a long term commitment, the salesperson should provide the prospect
with some reasons to be happy with the decision. Allow the Two wheeler buyer to reinforce her
own positive feelings by calling her a week after the purchase to ask how things are going. Call
the new life insurance policy holder after two months to see if there are any questions; a lack of
questions can only help the buyer to convince himself that he did the right thing.
The two-wheeler Market is even expanding and ever changing showing new trends.
Almost every day, we get to know about the launch of new model by different company Sales.
Their market strategy and also their selling policy. But as the competitors gets intensified
between the domestic and the multinational brands. The company producing better product enjoy
the benefit.







30


Research Methodology
4.1 RESEARCH DESIGNN
Method of Sampling:-
In this project, the survey was done by means of non probabilistic, convenience Sampling was
method.
To process & analyze data:-
After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach.

Techniques Applied
Bar Chart:- A chart in which the length of the bar represents the amount of the item
associated with bar
Pie Chart:- A circle divided in to sections, such that each section represent the
percentage of the total area of a circle associates with one variable.
4.2 SOURCE OF DATA

. To decide Source of data there are two source of data
Primary Data
Secondary Data
4.3 LIMITATIONS

The sample size limited, so as to give the accurate information regarding customer
satisfaction.
The people are very limited, because attitude & expectations of the people change
according to the time & situation.
The study is belongs to TVS motors only.
The study is conducted only for 45 days. Consistency was lacking with regard to the
information given by few customers.
The data collected may not be a representation of the entire population.


31


DATA ANALYSIS AND INTERPRETATION

5.1 Occupation Considered
This question was put forwarded to extract a profile factor of the respondent. The prime
objective of this question was to know the occupation of the respondent. Though this it can be
analyzed that which segment of people have like for which brands. This question helped to
extract the background of the customers owning and not owning bikes.
Table 5.1
Occupation No. of Respondents Percentage
Service 15 30%
Business 20 40%
Students 10 20%
Others 5 10%
Total 50 100%
Source: Primary data


Interpretation: From the responses obtained, it was found that the most of the Businessman
seemed to score high followed by service holder in possession of bikes.

0
5
10
15
20
25
Service Business Students Others
No. of Respondents
Percentage
STUDENTS


32


5.2 AGE GROUP
The age group, which is one of the important roles in the buying behavior of the customer, was
extracted through this question. It was attempted to cover most of the age groups in various
slabs.
Table 5.2
Age groups(yrs) No. of Respondents Percentage
20-25 8 16%
26-30 20 40%
31-35 13 26%
36-40 5 10%
Above 40 4 8%
Total 50 100%
Source: Primary data



Interpretation: The responses revealed that maximum number of bikes possessed by
respondents in the age group of 26 30. Age group 31-35 years followed it. The least was found
to be in the age group of above 40 years.

0
5
10
15
20
25
Age groups(yrs) 20-25 26-30 31-35
Table 4.3
Table 4.4
Series 3


33


5.3 INCOME PROFILE OF THE RESPONDENTS

Since the income of a respondent is also important in making decision to buy a bike, therefore,
this question was framed to extract their level of income. The slabs of income considered for the
purpose were ranging from Rs.15,000/- (minimum) and above Rs.45,000/-.
Table5.3
Income slab No. of Respondents Percentage
Rs.15,000 Rs.25,000/- 22 44%
Rs.25,000 Rs.35,000/- 15 30%
Rs.35,000 Rs.45,000/- 9 18%
Above Rs.45,000/- 4 8%
Total 50 100%
Source: Primary data


Interpretation: Out of the total respondents, most of them were found to be in the income slab
of Rs.15,000 Rs.25,000/- followed by respondents in the age group of Rs.25,000 Rs.35,000/-.



Rs.15,000
Rs.25,000/-
Rs.25,000
Rs.35,000/-
Rs.35,000
Rs.45,000/-
Above
Rs.45,000/-
Total
22
15
9
4
50
44%
30%
18%
8%
100%
Income Profile of the Respondents

No. of Respondents Percentage


34


5.4 AWARENESS ON BRANDS OF BIKES

The respondents in response to this question revealed the awareness about the existing brands of
bikes in the market. To reveal it, they were given options of various brands that are playing in the
market of Hyderabad.
Table 5.4
Brands No. of Respondents Percentage
TVS 50 100
Bajaj 50 100
Hero 42 84
Honda 37 74
Yamaha 100 100
Suzuki 31 62
Source: Primary data


Interpretation: It is seemed that almost every brand is well aware by the respondent.



TVS Bajaj Hero Honda Yamaha Suzuki
50 50
42
37
100
31
100 100
84
74
100
62
Awareness on Brands of BIKES
No. of Respondents Percentage


35

5.5 MEDIA OF AWARENESS
An endeavor was made to know the source of information or the awareness of different brands of
existing bikes in the market of Hyderabad, to the customers. To respond to this query,
respondents were opted with various sources of media.
Table 5.5
Media No. of Respondents Percentage
Newspapers 41 82%
Magazines 32 64%
T.V. Advertisement 50 100%
Trade Fairs 10 20%
Friends 40 80%
Family Members 32 64%
Others 23 46%
Source: Primary data

Interpretation: Of the different media, TV Advertisement ranked top in creating brand
awareness among the perceptual mindset of the customers, which in turn effects the buying
behaviour of a customer.




0
10
20
30
40
50
60
Media Newspapers Magazines T.V. Advertisement
Table 4.6
Table 4.7
Series 3


36

5.6 DO YOU OWN A BIKE
Ownership of bike was the chief extraction of this question. To this question
Only 88% of the respondents were found positive where as the remaining 12% were not in
position of a bike of their own.
Table 5.6
Media No. of Respondents Percentage
Yes 44 88%
No 6 12%
Total 50 100%
Source: Primary data



Interpretation: Out of 50 respondents only 88% of them owns a bike whereas rest 12% do not
possess bike.




Yes
88%
No
12%
Total
100%
Yes, 88%
No, 12%
Total, 100%
0
10
20
30
40
50
60
Yes No Total
Do you own Bike



37

PART A
Questions of Part A were targeted to those respondents who own a Two wheeler or Bike.
These questions were put forwarded to know the brand of possessed by them, attributes they look
for, payment patterns etc. The deliberation of each questions are discussed below separately
below:

5.7 BRANDS OF BIKES POSSESSED BY THE RESPONDENT
Most of the brands of bikes existing in the market of Hyderabad were given to choose from by
the respondents.
Table 5.7
Brands No. of Respondents Percentage
TVS 20 46%
Bajaj 8 18%
Hero 6 14%
Honda 5 11%
Yamaha 4 9%
Suzuki 1 2%
Total 44 100%
Source: Primary data

Interpretation: Out of 44 respondents, 46% of respondents made their responses favoring
mostly for TVS followed by Bajaj.
0
5
10
15
20
25
Brands TVS Bajaj Hero Honda
Table 4.8
Table 4.9
Series 3


38

5.8 BUYING DECISION
This question was attempted to extract the factors, which plays a major role in the buying
behaviour of the customers. It was attempted to cover most of the factors to make this extract
more effective and productive.
Table 5.8
S.No. Attributes Very Important Important
Not so
important
a). Price 39 5 0
b).
Financial assistance / credit
facility
40 4 0
c). Fuel efficiency 44 0 0
d). Style / looks 35 5 4
e). Comfort and convenience 38 6 0
f). Durability 37 6 1
g). Brand image 20 18 6
h). Advertising 6 19 19
i). After sales service 44 0 0
Source: Primary data


Interpretation: In response to this question, as revealed by respondents, the attribute fuel
efficiency and after sales service ranked top followed by financial assistance.

39
40
44
35
38
37
20
6
44
5
4
0
5
6 6
18
19
0 0 0 0
4
0
1
6
19
0
Buying Decision
Very Important Important Not so important


39

5.9 SOURCE OF INFLUENCE IN PURCHASING A BIKE
A major factor Influence, which induces a person to buy anything (herein referred to as bike
was revealed by the respondents through their response to this question.
Table 5.9
Source of Influence No. of Respondents Percentage
Self 22 51%
Family 12 27%
Friends 4 9%
Colleague 1 2%
Others 0 0%
Dont own a bike 5 11%
Total 44 100%
Source: Primary data



Interpretation: From the responses obtained, it is found that self-motivation is the major role in
purchasing a bike of 22 considered respondents.

Self
51%
Family
27%
Friends
9% Colleague
2%
Others, 0
Dont own a bike
11%
Total
100%
Self, 51%
Family, 27% Friends, 9% Colleague, 2% Others, 0%
Dont own a bike,
11%
Total, 100%
0
5
10
15
20
25
30
35
40
45
50
Self Family Friends Colleague Others Dont own a
bike
Total
Source of influence in purchasing a Bike


40

5.10 NO OF RESPONDENTS PREFERRING THEIR MODES OF PAYMENT

The price factor and payment mode also plays a pivotal role in the buying behaviour of a
customer. Respondents, being customers to respective companies, also looks for the most
convenient mode of payment. Therefore, this question was designed to know their preferred
mode of payment.
Table 5.10
Options No of respondents Percentage
Cash 1 2%
Bank finance 21 42%
Private finance 19 38%
Others 3 6%
Total 44 100%
Source: Primary data

Interpretation: Out of 50 respondents, 42% of respondents opted to go for Bank Finance, for
the purpose of low and reducing balancing method of charging interest, whereas 38% of
respondents opted to go for private finance for their lesser paper work despite interest being flat.
Of the rest 2% opted for cash and remaining 6% opted for other modes of purchase.


0
5
10
15
20
25
Options Cash Bank finance Private finance
Series 1
Series 2
Series 3


41

5.11 SATISFACTION ON OVERALL PERFORMANCE OF THE BIKE
This question was designed to know the overall performances that were being experienced by the
respondents from their Bikes. Also, an open-ended part in question was offered to reveal the
exact kind of problem that they have experienced from their bikes.
Table 5.11
Options No. of Respondents Percentage
Yes 39 89%
No 5 11%
Total 44 100%




Interpretation: Out of 44 respondents, 89% of respondents were satisfied with the overall
performance of the bikes whereas remaining 11% were partially or were not satisfied with their
bikes performance.




0
5
10
15
20
25
30
35
40
45
50
Yes No Total Category 4
No. of Respondents
Percentage
Series 3


42

5.12 WILLINGNESS TO PURCHASE LATEST MODEL OF BIKES
This question was designed to know the next option, if any respondent is willing to go for a new
one.
Table 5.12
Options No. of Respondents Percentage
Yes 12 27
No 32 73
Total 44 100
Source: Primary data



Interpretation: Out of 44 respondents, 32 respondents were willing to go for latest model of
bikes whereas the remaining was happy to be continued with what they have.





Yes No Total
12
32
44
27
73
100
Willingness to purchase latest model of Bikes
No. of Respondents Percentage


43

5.13 TECHNICAL FEATURE EXPECTATION
In terms of technical feature expectation of the respondents, it was found that the entire technical
features are expected by the customers.
Table 5.13
Technical features Yes No
High engine power 44 0
High fuel efficiency 42 2
Brakes 44 0
Tyres & Wheels 38 6
Power Steering 42 2
Suspension 44 0
Power window 38 6
Source: Primary data


Interpretation: Out of 44 respondents, it was found that all the technical features expected by
the respondents as per the availability.




44
42
44
38
42
44
38
0
2 0
6
2
0
6
Technical feature expectation

Yes No


44

5.14NO OF RESPONDENTS RECOMMENDING OTHERS TO GO FOR TVS BIKES

This question was targeted to extract if they recommend TVS Bikes to others.
Table 5.14
Options No. of respondents Percentage
Yes 34 77%
No 10 23%
Total 44 100%
Source: Primary data



Interpretation: Out of 44 respondents, 77% of respondents (possessing TVS Bikes) are
recommending whereas remaining 23% are not doing so.







0
5
10
15
20
25
30
35
40
45
50
Options Yes No Total
Table 4.16
Table 4.17
Series 3


45

PART B
This part was intended for those respondents who were not possession of a two-wheeler. To
this part only 6 respondents responded.

5.15RESPONDENTS PREFERRING TO GO FOR THEIR BRANDS OF BIKES
The never-ending choosy human beings were asked to extract their preference of brands when
they go for their new bike.
Table 5.15
Brands No. of Respondents Percentage
TVS 3 50%
Bajaj 2 33%
Hero 1 17%
Honda 0 0%
Yamaha 0 0%
Suzuki 0 0%
Total 6 100%
Source: Primary data


Interpretation: Out of 6 respondents, 3 respondents preferred to go for TVS brand of bikes
whereas 2 opted for Bajaj and remaining 1 opted for Hero.



TVS Bajaj Hero Honda Yamaha Suzuki Total
3
2
1
0 0 0
6
50%
33%
17%
0% 0% 0%
100%
Respondents Preffering to go for their Brands of Bikes
No. of Respondents Percentage


46

5.16 MODEL PREFERRED BY RESPONDENTS

To know the specific model of bikes that the respondents would like to go for in near future are
presented herein below in tabular form. The responses were obtained in the form of an open-
ended response.
Table 5.16
Model No. of Respondents Percentage
TVS Apache 3 50%
Bajaj Pulsar 2 33%
Hero Karizma 1 17%
Total 6 100%
Source: Primary data


Interpretation: Out of 6 respondents, 3 respondents like to buy TVS Apache Bike, 2
respondents like to buy Bajaj Pulsar and 1 Respondents like to buy Hero Karizma.



TVS Apache Bajaj Pulsar Hero Karizma Total
3
2
1
6
50%
33%
17%
100%
Model preferred by respondents
No. of Respondents Percentage


47

1.17 FACTORS TO BE IMPORTANT FOR THE RESPONDENTS

This question was attempted to extract the factors, which plays a major role in the buying
behavior of the customers.
Table 5.17
Attributes Very Important Important Not so important
Price 0 6 0
Financial assistance / credit
facility
0 6 0
Fuel efficiency 0 6 0
Style / looks 0 6 0
Comfort and convenience 0 6 0
Durability 0 6 0
Brand image 0 6 0
Advertising 0 6 0
After sales service 0 6 0
Source: Primary data


Interpretation: All the factors were found to be important for the respondents.


0 0 0 0 0 0 0 0 0
6 6 6 6 6 6 6 6 6
0 0 0 0 0 0 0 0 0
Factors to be important for the respondents
Very Important Important Not so important


48

5.18 MODE OF FINANCE

The price factor and payment mode also plays a vital role in the buying behaviour of a customer.
Respondents, being customers to respective companies, also looks for the most convenient mode
of payment. Therefore, this question was designed to know their preferred mode of payment.
Table 5.18
Options No of respondents Percentage
Cash 1 17
Bank finance 2 33
Private finance 3 50
Others 0 0
Total 6 100
Source: Primary data


Interpretation: Out of a total of 6 respondents, 1 respondent preferred cash, 2 respondents
preferred Bank finance and 3 respondents preferred private finance.



1
2
3
0
6
17
33
50
0
100
Cash Bank finance Private finance Others Total
Mode of finance
No of respondents Percentage


49

5.19 PROMOTION SCHEME

Table 5.19
Scheme Very Important Important Not so important
Price discount 6 0 0
Exchange offer 0 4 2
Free gift 0 3 3
Installment facility 4 2 0
Interest free installments 6 0 0
Source: Primary data


Interpretation: 6 respondents attracted to the discount Price Scheme and they gave more
importance to discount scheme.4 respondents gave important to Exchange offer, 3 respondents
gave importance to free gift, 4 respondents gave more important to Installment facility & 2 gave
importance to it & 6 respondents gave more importance to Interest Free Installments.
Price discount Exchange offer Free gift Installment
facility
Interest free
installments
6
0 0
4
6
0
4
3
2
0 0
2
3
0 0
Promotional Scheme
Very Important Important Not so important


50

FINDINGS

1. Demographic profile i.e. Age, Occupation and monthly income of the customer.
2. Regarding the awareness of different brands of Two Wheelers all respondents are well
aware.
3. According to the most of the respondent the T.V. ads was the best media in building
awareness followed by the newspaper, friends, colleague, majoring & family
members.
4. Regarding importance of attribute before purchasing the Two Wheeler in over all Two
Wheelers most of the customer gave importance on brand image of the company. In
case of Two Wheelers most of the customer gave importance to fuel efficiency and
look or style.
5. Regarding source of finance most of the customers gave important on loan and
installment facility.
6. Most of the customer gave most importance on high engine power.


















51

SUGGESTIONS

Based on the findings drawn from the projects analysis, certain recommendation need to be
made as regards to the future course of action for TVS, which can go a long way in improving
the Brand Awareness of the Company in the Two Wheelers market. The main recommendations
are:

1. TVS should continue with its range of innovative products. At the same times try to add
value to its existing products so that it can cater to the present day requirements. As the
study reveals that majority of customers are aged 20 40 years the needs and wants
should be kept in mind while designing new products.

2. There should be proper synchronization between orders placed a delivery. The
distribution channel should be enhanced and the models should be readily available in the
market.


3. As the buying decision of the buyer has influenced by himself, company should target
them through demonstration and advertisement.

4. As the market for the financial institutions are increasing, the company should target
them through demonstration and advertisement.
5. Facilities should be providing to the dealers so that they can extend them to the customers
while purchasing this brand.

6. Increase in sales promotion budgets to develop a point of purchase display and to
participate to a greater extent in Trade shows and similar kind of shows and this will
motivate the non-users to try out the products.


7. The company can make charitable donation to different organizations. It can extend their
helping hand to the people hotted by natural havoc like flood, draught, earthquake etc. to


52

win the hearts of the mass people which will build a good image of the Company among
them.


8. As the market for the financial institutions are increasing, the company should come up
with various schemes, which will induce them to influence the customer for the product.
This includes offering various gifts, packages and financial incentives like higher
commission as compared to other four-wheeler companies.

9. Incentives and financial benefits provided to the dealers should be maximized to maintain
their level of satisfaction and motivation.
























53

CONCLUSION

This study was conducted to find out the consumer buying behaviour of Two Wheelers in special
reference to the TVS Motors in Hyderabad. The findings and analysis revealed many advantages
as well as disadvantages for the TVS Motors.
Though the TVS Motors is the faster growing company and leading in the market facing
a stiff competition from Honda, Hero, Bajaj and Suzuki motors in the Hyderabad.
It has been observed that TVS Motors adopted many promotional strategies and
companys marketing channel is also satisfactory.
Now a days people are most aware about after sales service. The dealers also expect TVS
motor Two Wheelers has overcome this problem and facilities should be improved for meeting
the after sales service requirement effectively.
The majority of customers expect loan or installment facilities. The TVS Motors has
joined hand with State Bank Of India, and many Private Banks to promote this facilities.

As this study was conducted for educational purpose with the aim to give necessary
information to the organization, any mistake by the researchers should be overlooked
considering his inexperience in the field of marketing research
















54

BIBLIOGRAPHY

Books:

1. PHILIP KOTLER
(Marketing management pearson publishing 13
th
edition 2012)

2. C.R.KOTHARI
(Research methodology new age international publication ,2
nd
revised edition)
Websites:-
http://www.wikipedia.org
http://www.tvsmotors.com
http://www.google.co.in.com


















55




QUESTIONAIRE


Respected sir/madam,

I am Management (MBA) student at University. I have been assigned a
project in the context of which I am conducting a study on Consumer buying Behavior on TVS
Motors Two Wheelers in Hyderabad, I would like to request you kindly to spare a few minutes
for answering some questions. Your answers will be kept strictly confidential and will be used
for academic purpose only.

1. Name of the respondent:

2. Address: Mobile Number:


3. Occupation: [ ]
(a). Service (b). Business (c). Students (d). Others

4. Age group: [ ]
(a). 20 to 25 years (b). 26 to 30 years (c). 31 to 35 years
(d). 36 to 40 years (e). above 40 years.

5. Monthly income: [ ]
(a). Rs. 15,000 to 25,000/- (b). Rs 25,000 to 35,000/-
(c). Rs. 35,000 to 45,000/- (d). Above 45,000/-

6. What are the different brands of Two Wheelers you are aware of? [ ]
(a). TVS (b). Bajaj (c). Hero (d). Honda
(e ). Yamaha (f). Suzuki




56


7. How did you get aware of different brands of two wheelers? [ ]
(a). News papers (b). Magazines
(c). T.V. add (d). Trade fairs
(e). Friends (f). Family members
(g). Others please specify

8. Do you own a two wheeler? [ ]
(a) Yes (b) No.
If yes please respond to Part A.
If no please respond to Part B.

PART A

1). Which Brand of bikes do you posses? [ ]
(a). TVS (b). Bajaj (c). Hero (d). Honda
(e ). Yamaha (f). Suzuki
2). How important were the following attributes before you decide to buy the existing two
wheeler?
(Please put a tick in each row
S.No. Attributes Very Important Important Not so important
a). Price
b).
Financial assistance / credit
facility

c). Fuel efficiency
d). Style / looks
e). Comfort and convenience
f). Durability
g). Brand image
h). Advertising
i). After sales service
j). Millage



57

3). Who influence your decision in purchasing two wheeler? [ ]
(a). Self (b). Family
(c). Friends (d). Colleague
(e). Others. (f). Dont own a bike

4). What was your mode of payment while purchasing the bike? [ ]
(a). Cash (b). Bank finance (c). Private finance (d). Others

5). Are you satisfied with the overall performance of your existing bike?
[ ]
(a). Yes (b). No
If No, Kindly specify the problem


6). Are you satisfied with the after sales service of your bike? [ ]
(a). Yes (b). No
If No, Kindly specify the problem

7). Are you planning to purchase a latest model of bike? [ ]
(a) Yes (b) No
If Yes, Kindly specify the Brand
8). Which of the following technical features do you accept from your new bike that dose not
exist in the old bike?
(Please put a tick in each row

S.No. Technical features Yes No
1 High engine power
2 High fuel efficiency
3 Breaks
4 Tyres & Wheels
5 Power Steering
6 Suspension
7 Power window


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9). For the customers of TVS bikes, do you recommend others to purchase TVS bikes?
[ ]
(a) Yes (b) No.


PART B
1). Which brand of bikes would you like to purchase in near future? [ ]
(a). TVS (b). Bajaj (c). Hero (d). Honda
(e ). Yamaha (f). Suzuki

2). Which model of bikes would you like to purchase in near future?
Model Name
3). Please indicate relative importance of the following factors, which you will consider before
purchasing your new bike?
(Please put a tick in each row)
S.No. Attributes
Very
Important
Important
Not so
important
a). Price
b).
Financial assistance / credit
facility

c). Fuel efficiency
d). Style / looks
e). Comfort and convenience
f). Durability
g). Brand image
h). Advertising
i). After sales service

4) What mode of finance will you prefer for purchasing a new bike? [ ]
(a). Cash (b). Bank finance (c). Private finance (d). Others





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5). Do you want avail any promotional scheme while purchasing the new bike? [ ]
(a). Yes (b). No
6). If yes please indicate the relative importance of the following promotional scheme.
(Please put a tick in each row)
S.No. Scheme Very important Important Not so important
a). Price discount
b). Exchange offer
c). Free gift
d). Installment facility
e). Interest free installment