Transcript
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5/2/2012
A Study of
The Customer perception towards
TVSWego in Bangalore
Project PresentationOn
Under guidance of
Dr K R Nisha Benoy Antony
SCMS-Cochin Area ManagerTVS Motors
BY
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Agenda
Introduction Why
Objectives of the Study
Research Methodology
Data Analysis
Findings
Suggestions
Learning's
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Introduction
Customer Perception:The process by which
an individual selects, organizes, and interprets
stimuli into a meaningful and coherent picture
of the world.
(Schiffman and Kanuk Consumer Behavior 9th
Edition)
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Why TVS
Wego?
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Objectives of the Study
Primary Objective:
The main objective of the study is to
understand and evaluate the customer
perception, and suggest ways on how to
increase the sales of TVS Wego
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Objectives of the Study
Secondary Objectives:
To study the two wheeler industry of India.
To find the perception of the product from thecustomers who already own the product.
To do a leakage analysis and find reasons for
the same. To find the factors which influence the
purchase decision of the customers?
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Research Methodology
Type of Research: Descriptive
Sample Size: 60
(30 Owners, 30 Lost Customers)
Type of Sampling: Random & Convenience
Data Collection
Primary Questionnaire & Telephonic Interview
Secondary From reports, News Articles, SIAM,Bike Magazines Bike, Overdrive, Zig Wheels.
Data Analysis Tool : Excel
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2-Wheeler
Segment
Regions
South WestNorth-
Central
East &
North-
East
All India
Motorcycle2835
(12.9)
4327
(16.8)
2624
(12.5)
883
(11.1)
10669
(14.0)
Scooter203
(2.6)
219
(3.5)
602
(2.8)
99
(2.0)
1124
(2.08)
Data Analysis
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Note: Compound Annual Rate of Growth during 2002-03 and 2011-12 is presented in parenthesis
Source:Indian Automobile Industry: Optimism in the Air, Industry Insight, NCAER
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Trend in Sales Volume of Indian Two Wheeler IndustryTrend in Quaterly Sales Volume of Scooters (Domestic)Trend in Market Share in Scooter Segment (Domestic)
Passenger
Vehicles
16%
CommercialVehicles
4%
Three
Wheelers
4%
Two Wheelers
76%
Domestic Market Share for 2010-11
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Data Analysis
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9
8
9
6
4
0
122
7
5
3
0
12
6
21 1
0 0 00
1
2
3
4
5
67
8
9
10
18-25 25-30 30-35 35-40 40-45 45-50 50+
Sample Distribution - Age Group
TOTAL
MALE
FEMALE
Student
10%
Retired
3%
House Wife
7%Self
Employed37%
Work for
an MNC
40%
Professor
3%
Sample Distribution - Occupation
2 2
17
7
2
6
11 11
2
9
15
6
1
4
1213
1
1211
5
11
8
16
6
Very
Dissatisfied
Dissatisfied Neutral Satisfied Very Satisfied Not Applicable
Satisfacton Reagrding Various Factors : Wego
Purchase Experience Mileage & How much Power & Pick Up
Handling & Comfort Value for Money Overall Experience
23
7 75
1012
16
20
16
20
1412
9
2
64
54
21 1 1 1
Rating on Different Factors
Excellent Good Average Poor BadVery Unsatisfied
3%
Unsatisfied
3%Somewhat
Satisfied23%
Very Satisfied
64%
Extremely
Satisfied
7%
Satisfaction Level
Definitely Will
Recommend
47%Probably Will
recommend
40%
Not Sure
10%
Probably Will
not
Recommend
0%
Definitely will
Not
Recommend
3%
Likelyhood of Recommending
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Data Analysis
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2
11
9
4
0
1
3
1
8
5
3
0
1
3
1
3
4
1
0 0 00
2
4
6
8
10
12
18-25 25-30 30-35 35-40 40-45 45-50 50-60
Sample Distribution: Age Group
Total
Male
Female
Work for
an MNC
50%
Student
3%
House wife
17%
Self
Employed
13%
Retired
7%
Professor0%
Doctor
0%
Other
10%
Sample Distribution: Occupation
Activa
16% Scooty6%
Access42%
Rodeo
0%
Duro0%
Aviator3%
Pleasure
23%
Others
10%
Vehicle Purchased in Place of Wego
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Findings
97 % did not face any problems at showroom.
80 % correspondents were completely satisfiedwith the services provided.
50 % customers were influenced by TV Ad.
Nearly 80% use Wego Daily, the remaining 2-3times a week.
Problems: Less Mileage
Front Boot Space
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Findings
87% customers didnt purchase the vehicle onWord of Mouth.
50% decided not to buy by reading reviewsonline.
42% of the people who didnt purchased Wegopurchased Suzuki Access.
Why:
Heavy as compared to other Vehicles.
Height is more
Less Space as compared to others.
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Suggestions
Generate a positive word of mouth
Address the finance issue
Increase Storage Space Improve Mileage
Improve Center Stand
Improve Front Shockers
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Learnings
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