Project Report on

“A Comparative Study On Consumer Buying Behaviour Of TVS Jupiter, Honda Activa and Suzuki Access With Special Reference To Rajkot City.”

Submitted by:Popat Payal138270592102

Faculty Guide:Prof. Kapil Shrimal

CONTENTIndustrial Overview.Company Overview.Statement of problem.Objectives of the study.Research methodology.Literature Review.Data analysis and interpretation.Findings.Suggestion.Limitation.Conclusion.Bibliography.

INDUSTRIAL OVERVIEW0 Indian history of Two-Wheeler sector gained momentum

since 1990’s.0Earlier, Hero Honda and Bajaj were the only two producers

for motorcycles.

COMPANY OVERVIEW

0TVS was founded by Thirukkurungudi Vengaram Sundaram Iyengar .

0When 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.

0 The group has managed to run 33 companies that account for a combined turnover of nearly $3 billion.

Cont..

0The company set up a plant at Hosur in 1978 to manufacture mopeds as part of a new division.

0A technical collaboration with the Japanese auto giant resulted in the joint-venture Ind Suzuki Limited in 1982 between Sundaram Clayton Ltd and Suzuki Motor Corporation.

0Commercial production of motorcycles began in 1984

Cont..0As of 31 October, 2013, the total number of TVS two-wheelers

sold stand at- Domestic: 23,189,532 (231.9Lakhs) Exports: 1,644,277 (16.4Lakhs)

93%

7%

Sales upto 31st October 2013

DomesticInternational

STATEMENT OF PROBLEM0Management Problem Through this project, Jivrajani TVS wants to check the reason for less share of TVS in market and regarding consumer preference. 0Research Problem Consumer Buying Behaviour Of TVS Jupiter, Honda Activa and Suzuki Access With Special Reference To Rajkot City.

OBJECTIVES OF THE STUDY0Primary objectivesTo find out the Consumer Buying Behaviour of TVS Jupiter, Suzuki Access, Honda Activa with reference to Rajkot city.

0Secondary objective1. To know the awareness about TVS vehicle among the vehicles users.2. To find out the opinion of the respondents regarding TVS vehicle, like cost price, mileage, and maintenance cost.3. To study the importance criteria the consumer looks for the product performance.4. To know market position of TVS Motors in the market.5. To analyse the impact of behavioural factors of consumer for choosing particular brand.  

RESEARCH METHODOLOGY

Research Random Research

Data Source Primary Data and Secondary Data

Primary Data Questionnaire

Research Method Survey Method

Instrument Type Questionnaire

Type of Questionnaire Structured

No. of Question 10

Sample Size 105

Place Rajkot

LITERATURE REVIEW

0Dhananjoy Datta (2010)

0Prof. S. Saaravanan and Prof. N. Panchanatham (2009)

0Aaker & Jacobson (1994

0Wallendorf (1979)

DATA ANALYSIS AND

DATA INTERPRETATION

Q.1 Which Vehicle Do You Own?

33%

33%

33%

RESPONDENT

TVS JUPITER

SUZUKI ACCESS

HONDA ACTIVA

Q.2 Since How Long You Use This Vehicle?

1 to 3yrs 3 to 5 yrs 5 to 7 yrs 7 or more0

5

10

15

20

25

30

35

4035

0 0 0

14

97

557 8

15

Jupiter

Access

Activa

No. of years

No

.of v

ehic

les

Q.3 Which attribute do you like the most in your vehicle?

0

2

4

6

8

10

12

35 6

9

57

4 35

911

3

64

9

6 5 5

JupiterAccessActiva

No

. of

veh

icle

s

Q.4 What is the source of finance?

Jupiter Access Activa0

5

10

15

20

25

30

22

25 26

13

10 9

CashCredit

No. of vehicles

Sour

ce o

f fin

ance

Q.5 Which are the external factors that influence your decision about purchasing scooter?

Jupiter Access Activa0

2

4

6

8

10

12

14

16

18

7

15

17

15

98

13

1110

Brand ImageTest drive at showroomBorrow vehicle from friend or relative for a drive

No.of vehicles

Exte

rnal

fact

ors

Q.6 Why do you prefer this brand over the other brand?

Quality Feature Availability

Price Mileage0

2

4

6

8

10

12

76

2

10 109

7

1

10

8

10

8

1

8 8JupiterAccessActiva

Preference

No.

of v

ehic

les

Q.7 What are the factors which motivate you the most while purchasing a two wheeler?

Discount Rate

EMI Resale Value

Allowance Others0

2

4

6

8

10

12

8

5

7

5

10

6

4

8

6

11

45

98

9

JupiterAccessActiva

Factors

No

.of v

ehic

les

Q.8 Are you satisfied with your product?

Jupiter Access Activa0

5

10

15

20

25

30

35

2729

32

86

3

YesNo

No. of vehicles

Res

pon

se

Q.9 Are you satisfied with the post purchase services?

Jupiter Access Activa0

5

10

15

20

25

30

20

2427

15

118

YesNo

No. of vehicles

Res

pon

se

Q.10 Would you recommend the same scooter to your friends or relatives?

Jupiter Access Activa0

5

10

15

20

25

30

35

3028

32

57

3

YesNo

No. of vehicles

Res

pon

se

RESULTS AND FINDINGS0Maximum people are attracted towards TVS Motors by seeing

its driving comfort.0Through this survey we can make out that majority of people

purchase their vehicles through cash.0Majority of customer got attracted regarding TVS vehicles by

having the test drive of its vehicles.0Maximum people prefer JUPITER due to its price.0The discounts provided by company helps to attract more

customers.0Major people in Rajkot are satisfied with their scooters.0Advertisement is attractive people they have seen and cross

checking to information of the bikes.

SUGGESTION0 Jivrajani TVS should try and provide schemes to the customer

so that the sales of the vehicle could increase compare to other vehicles.

0 It should advertise it’s product in the market so that people gets awareness regarding TVS vehicles.

0The company needs to train their employees very efficiently before they start their job with the company.

0 It should make availability of the vehicles as soon as possible, if the customer demands for different colour variant.

0 It should make the showroom more attractive to attracts more customer.

LIMITATION0The number of respondent of survey was 105 which were

not enough for the study of this segment of market.

0The research was limited to Rajkot City only so there is limitation of area for an appropriate analysis.

0As I am not the expert in this field, the results may not be as perfect as it should be for the company to take any action related to this problem.

CONCLUSION

0TVS motors is gaining it’s place in the market through new launch in the vehicles.

0People are impressed with look of TVS vehicles.0Most of the customers are satisfied with the vehicles

they have.0 Majority of people would prefer the vehicles to

others.

BIBILIOGRAPHY

0KOTHARI. C.R (2003): “RESEARCH METHODOLOGY” 2nd EDITION, WISHAWAV PRAKASHAN.

0PHILIP KOTLER(2003): “MARKETING MANAGEMENT”MILLENNIUM EDITION PRENTICE TALL OFINDIA PRIVATE LIMITED, 2001 10th EDITION.

0KUMAR ARUN,MINAKSHI N.(2006):”MARKETING MANAGEMENT” 1ST EDITION.

0RAMASWAMY, V.S. NAMAKUMARI(2006):” MARKETING MANAGEMENT” 3ST EDITION.