Research methodology & data analysisFor this topic of
research data is collected by both primary as well as secondary
sources .As the topic is To Study the behavior of the consumers
during the purchase of TVS Two Wheeler Brand Vehicles in Pune which
is basically descriptive in nature. The research will be a
descriptive research. For the purpose of primary data a
questionnaire has been prepared. The questionnaire was served to
100dealers and responses were taken accordingly. A lot of help has
been taken from secondary data which has helped me to narrow down
to the conclusions.
RESEARCH DESIGNAREA : PUNEType of Research : Exploratory
Research Descriptive research
Sampling technique Convenience sampling
Sample Size : 100
Samplings Areas: Pune
Primary Data :Responses through questionnaireConducted personal
interviews with the respondents .
Secondary Data : Websites .News papers
QUESTIONNAIRE
Section APersonal profile:
1. Age category: a) 18 21yrs b) 21 25yrs c) 25- 35yrs D) 35
yrs& above
2. Residencial Area:
3. Monthly family income (Father, mother, self / Husband &
Wife):a) Rs8000 15000 b) Rs16000 30000 c) Rs31000 45000 d) >Rs.
45000
4. Your occupation: a) Business professional b) Working
professional c) Student (PG / UG) d) Housewife
5. Resident status: a) Permanent b) Shifted for Job C) Students
(localite) d) Student (temp. shifted for studies)
6. Average distance traveled by you daily is
(approximately):a)< 10kms b) 10 20kms c) 20 30kms d) 30 40kms e)
> 40kms
7. Use of vehiclea) Going to workplace b) Going to college &
coaching classes c) Picking up children d) Shopping e) Other
use
8. Since how long are you driving your own two wheeler0 1 year
b) 1 2 years 2 3 years d) More than 3 years
9. Who took the decision of buying the particular brand? a)
Selfb) Father/ Husband c) Mother d) others (pl. specify)
10. Specify which two-wheeler brand are you using? a) TVS b)
Honda c) Bajaj d) Mahindra e) Others (pl. specify)
Factor affected at the time of purchase of your vehicle
Not importantSomewatimpoNuetralImportantVery import
Factores affecting the consumers 12345
FEATURES
Colours Available
Weight/Toughness
Looks & Style
Driving Comfort
SPECIFICATIONS
Speed
Pick Up
Engine Capacity
Cost of Vehicle
Cost of Spare Parts
Maintainence Cost
Petrol Tank Storage Capacity
Leg Space
Mileage
BRAND IMAGE
Resale Value of the Vehicle
Life Time Value of the Vehicle
Brand Image
Proximity To Service Station
Repurchase The Same Brand
ADVERTISEMENT
Television
Newspaper and Internet
Hoardings and Banners
Brand Ambassadors
RECOMMENDATIONS
Recommended By Dealers
Recommended By Family
Recommended by Friends
Self Done Research
VARIOUS OFFERS
Loan Schemes
Exchange Offers
Festive Offers
Special Gifts
Cash Discounts
CHAPTER 5Relevant activity charts, tables, graphs, diagrams,
etc.
Relevant activity charts, tables, graphs, diagrams, etc.
REASON WHY CONSUMER PREFER TVS VEHICLE THAN OTHER BRANDSA.
Mileage is the top most factor why consumer prefer TVS brand
vehicles.B. Sooty Pep+ and Starcity is the most trusted two wheeler
vehicles.C. The maintenance cost of TVS Vehicle is also less as
compare to Honda and Suzuki.D. Easy availability of the spare parts
is also one of the most important factor.E. The resale value of the
vehicles is also good.F. The engine capacity and pick is also good
as compared to other brands.G. The service stations are also easily
located in every parts of the Pune city.
MAJOR FINDINGS:A. Consumer before buying two wheeler does lots
of research from their friends and relatives will ask them about
their experiences with their owned vehicle.B. Consumer also
compares mileage from other brand vehicles of the same segment like
they will check the mileage per liter what Hero, Suzuki, Bajaj,
Honda against TVS.C. Working women and college girls prefers TVS
vehicle as they are light weighted and stylish like Pep+ and Wego
is the most preferred range of two wheelers in Pune.D. Society
stall advertisement has huge impact on the sale of the vehicles as
it helps in generating new leads which can be converted into
sales.E. Price of TVS vehicles are far less than other brand
vehicles like Honda, Suzuki and Hero.F. The colour of the TVS
vehicle is also much preferred by the consumer like Jupiter
Titanium Grey colour.G. The showrooms are also located in easy
reachable areas in Pune.
CONCLUSION: I want to conclude by saying that TVS Brand Vehicles
have a lot of potential to beat all the biggest and the top most
rated company like Honda, Hero, Suzuki and Bajaj. The company
should encourage test rides in the local areas and set up stalls in
the societies because TVS vehicles are preferred by ladies who are
unable to visit showrooms because of lack of time and house hold
work. They should also provide test rides outside colleges and
school. The company need to identity and target customers because
there is a huge potential in the markets of Pune. The final winner
will be the one who will reach the untapped areas of Pune with the
required resources like time and money and also with lots of more
innovative ideas of marketing.
LIMITATIONS OF THE STUDYA. Some of the respondents refused to
fill the questionnaires.B. The responses may vary as some consumer
did not want to come up with real answers.C. The consumers were
busy in their own work so they might not have given actual
responses.D. Limitation of time.E. The survey is conducted only in
few areas ofPune . Hence the results may vary in other parts of the
cities.F. Small sample size.G. Like any other research the
limitation of personal bias of respondents limits the scope of the
study.
Chapter 6Learning through the project
Learning through the project Thing which I have learned is
presenting myself in front of costumer, in which way we should
approach to customer, understanding Customer need, making them
feeling comfortable. Explain are product to customer. While
presenting we had to take feedback whether client is satisfied with
our presentation or need more information. Same time handle
customer query and inquiry regarding our product.
We were doing many activities in which we were grouped in
various teams. For each team every time our guide uses to appoint a
leader for reporting and taking decision, so I also got the chance
to be leader. I was being appointed as leader for society activity.
While doing these I got to learn about leadership qualities.
Handling people and getting work done by them and also reporting to
seniors and leading a team. I learn that every time each one of us
had different thinking policy in taking decision use to be quite
difficult. At this situation taking common decision so that
everyone is motivated and working in same direction to achieves the
given goal.
This project taught me different Ways of direct marketing and
doing promotion. I got to know different way of direct marketing
such as distributing pamphlet, putting hanger pamphlet, rally,
banners etc.
CHAPTER 7BIBLIOGRAPHY
REFERENCES1. Automobile India, Two Wheelers in India,
http://automobiles.indiabizclub.com/info/automobile_types/two_wheelers.
Last accessed on December 07, 2008.2. International Business Times,
India to witness highest average salary hike in Asia-Pacific:
Hewitt survey,
http://in.ibtimes.com/articles/20080220/india-salary-hewitt-associates-human-resources_all.htm.
Last accessed on March 20, 2008.3. Economic Times, 'Two Wheeler
Industry- Facing a
crisis?',http://economictimes.indiatimes.com/articleshow/msid-2461907,prtpage-1.cms.
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Bajaj Auto Renault - Nissan team up to rival Tatas small car Nano,
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Last accessed on March 20, 2008.5. Automobile India, Overview of
Two Wheelers, 2007,
http://www.automobileindia.com/two-wheelers/overview.html. Last
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http://www.bajajauto.com/1024/download/annualreport06-07/Balance%20sheet_P&L.pdf.
Last accessed on March 5, 2008.7. S. Muralidhar, 'Chinese Checker',
The Hindu Business Line , Feb 26, 2006,
http://www.thehindubusinessline.com/iw/2006/02/26/stories/2006022601801500.htm.
Last accessed on March 10, 2008.8. NehaKaushik, 'Ungeared for
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http://www.thehindubusinessline.com/catalyst/2006/02/09/stories/2006020900030100.htm.
Last accessed on March 10, 2008.9. India Today, 2001, 'Fierce
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http://www.india-today.com/itoday/20010910/business2.html. Last
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