1

PROJECT REPORT

ON

BRAND PREFERENCE IN MOTORCYCLES WITH

SPECIAL REFERENCE TO TVS IN HYDERABAD

TOWN
SUBMITTED BY

C.MAHESUDU
REG.NO.041070121

IN PARTIAL FULFILLMENT FOR THE AWARD OF

MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF

SIDDARTHA

SUBMITTED TO

NOVA BISUNESS MANAGEMENT SCHCOOL

NOVA PG COOLLEGE
JAFFERGUDA, BATASINGARAM, VIL
RANGAREDDY, DIST
2007-2009
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DECLARATION

I here by declare that the project titled”BRAND PREFERENCE IN

MOTOR CYCLES WITH SPECIAL REFERENCE TO TVS IN
HYDERABAD TOWN”, Kurnool, submitted to NOVA PG COLLEGE,
Hyderabad in partial fulfillment of the requirement for the award of the
degree of “Master Of Business Administration” is a bonafide research
carried out by me under the guidance of SIDDARTHA, faculty guide,
Department of Management studies, NOVA PG COLLEGE
HYDERABAD.

DATE:

PLACE:
(C.MAHESUDU)
3
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ACKNOWLEDGEMENT

The satisfaction and euphoria that I feel after the successful completion of
my project would be incomplete if I did not mention the people who has
able to guidance and encourage crowned my efforts with success.

It is my privilege to express my gratitude and respect to all those who

inspired and helped me in the completion of this project.

I wish my thanks to Mrs. VIJAYANIRMALA Garu, Director of NOVA

PG COLLEGE, HYD

It is with great pleasure I acknowledge my deep sense of gratitude to

Mr. SIDDARTHA (Faculty guide) project guide, to his guidance and
valuable suggestions offered during the course of the project.

On the company front I would like to express my sincere gratitude to

JAYASIMHA REDDY, Manager SRI SAI TVS, and HYDERABAD for
giving an opportunity to work in their organization.

Last but not the least I extend my heartful gratitude to my parents and all
my friends for their encouragement and moral support.

(C.MAHESUDU)
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PREFACE

This research study has been mainly undertaken in order to know the
brand preference in motorcycles with special reference to SRI SAI TVS in
HYDERABAD.

After collecting the required data for this research study through a
detailed survey of target audience and the distribution channel members in
the trade, an in depth analysis has also been carried out by applying various
statistical tools and techniques and the finding, inference and their
interpretations along with certain feasible recommendations and
suggestions for further improvement are high lightened in this research
analysis.
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CONTENTS
CHAPTER – I
Introduction 7-13
♦ Objective of the study
♦ Limitation of the study
♦ Need for the study
♦ Source of data

CHAPTER – II 14-35

♦ Industry profile
♦ Company profile
♦ Product profile

CHAPTER – III 36-40

♦ Research methodology

CHAPTER – IV 41-54

♦ Data Analysis & interpretation

CHAPTER – V 55-62

♦ Theoretical concepts
♦ About brand
♦ Findings
♦ Suggestion

CHAPTER – VI 63-67
♦ Appendix
♦ Questionnaire
♦ Bibliography
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INTRUDUCTION

BRAND

A brand refers to a name, term, sign symbol or special design or

some combination of these of elements is intended to identify the goods

and services of one seller or group of sellers. A brand differentiates thesis

products from those of competitors.

A brand is essentially a seller’s promise to consistently deliver a

specific set of features, benefits and services to buyers. The best brands

convey a warranty of quality. But a brand is even a more complex symbol.

A brand can convey up to six levels of meanings.

If a company treats a brand only as name it misses the point of

branding. The challenge in to develop a deep set of meanings for the brand.

When the audience can visualize all six dimensions of a brand, the

brand is deep otherwise it is shallow.

Managers in many technology product-markets are faced with a

variety of challenges. One challenge is to monitor changes in consumers

brand preferences over time. In practice, intrinsic brand preferences can be

inferred from tangible performance measures such as sales after accounting

for the effects of other factors that may have influenced these measures.
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OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

1. To identify features responsible for brand preference in TVS motor

bikes.

2. To analyze the customer perception towards TVS Motorcycles.

SECONDARY OBJECTIVE:

1. To know which bike is associated with least maintenance cost.

2. To know the customer important consideration while buying a bike.

3. To know the customer rank of preference of TVS product, attributes

and benefits.

4. To know opinion about the overall performance of the manufacturers

of motorcycles.

5. Any suggestions.
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LIMITATIONS:

1. This survey was limited to Hyderabad town only.

2. The time allotted for the project was 3 months.

3. Unwillingness to provide information by some customers.

4. Due to bias respondents, the information that has been collected

Might be

Biased, which might lead to biased conclusions.

5. This study covers the sample size of 100.

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NEED FOR THE STUDY

There exists a severe competition in the automobile industry, especially in

two wheeler sector. All the companies are trying to get dominant market
share and new models are introduced into the market with new features.

The company wants to know the preference level of their customer

and gauge the future expectation. The company wants to know the brand
preference in the motorcycles with a special reference to TVS, to lead them
in product design, the modification of product attributes and consequent
benefits to the user, with reference to the models on offer as well as now
models
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Source of data

The task of data collection begins after a research problem has been
defined. There are two types of data which are useful in collection of data.
The primary data are those which collected a fresh and the first time and
thus happen to be original in character.
The secondary data, on the other hand, those which have already
been collected by some one else and which already been passed through the
statistical process.

Collection of Primary Data:

The researcher can obtain the primary data either through observation
or through direct communication with respondents in one from of another
or through personal interviews. There were several methods useful in
collecting primary data.
Important ones are:

1. Observation Method
2. Interviewing Method
3. Through Questionnaires.

Collection of Secondary Data:

Secondary data means data that are already available that is they
refer to the data which have already been collected and analyzed by some
one else. The sources of secondary data can be given as under.
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1. Various publications of the central, state and the local

Governments.
2 Various publications of foreign government or international
bodies and their subsidiary organizations.
3. Technical and trade journals.
4. Books, magazines and news papers.
5. Reports and publications of various associations connected
with business and industry, banks, stock exchanges etc.

In my study I have used both primary and secondary data. For

primary data collection I have prepared a questionnaire consisting of both
open end and closed end questions. Questions are prepared in such a way
that maximum information can be obtained from the respondent. Each
questionnaire consists of 19 questions.

For secondary data used past data, net with experienced persons in
this field
and referred company website http://www.TVSmotors.co.in
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INDUSTRY PROFILE
 15

The two wheeler industry has been going steadily over the years all
over the world. India is not an exception for that. Today India is the second
largest manufactures of two wheelers in the world. It stands next only to
Japan and China in terms of number of two wheelers produced and sold.

Until 1990 geared scooters dominated the two wheelers market so

much so that their sales equaled the combined sales of Motor cycles and
Mopeds. Today the customer preferences have shifted from geared scooters
to motorcycles and also to an extent to the premium end scooters. With
rising fuel cost and more recently stringent emission norms imposed by the
government, there is a distinct consumer preference for high efficiency.

Earlier the customer used to buy a two wheeler based on its

reliability and price comfort and utility were the two basic traits he needed
in the two wheelers. Now with the opening up of the economy and
availability of new design and technology the consumer is increasingly
according greater priority to power and style.

An interesting trend is the shift in the reference towards Japanese

designed two wheelers as compared to the Italian designed machines. In the
last one year the motorcycle segment has consistently kept its growth chart
intact and grown by 30%. Its share is increasing year by year. Today
motorcycles command 58% of total two wheeler industries.

Hero Honda alone commands nearly half of the market shares that
are 48%. A key trend in the motorcycles segment has been the single-
minded preference for 4 stroke engines in motor cycles.
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In India scooter manufacturing was started in the 1950’s by “APL” in

collaboration with “INNOCENTRE” of Italy, and in 1972 BAJAJAUTO
began its operations in collaboration with “PIAGGIO” of Italy. The name
“BAJAJ” synonymous with two wheelers but the scooters suffered from
poor aesthetics low fuel efficiency and difficulty in driving. The most
effected have been those with Italian design, while Japanese designs have
actually gained. The decline of 16% shown by Italian design. Scooters; like
BAJAJ and LML in 20101-2002 continued further to 38% in 2002-2003 on
the other hand Japanese designed scooters like KINETIC and TVS which
showed a growth of 15% in 2001-2002 almost doubled it to 27% in 2002-
2003.

Scooters sales have seen a major in the last decade is so. While the
Italian designed scooters saw a negative growth of 38% during 2000-2001,
the Japanese designed vehicles like KINETIC and TVS grow by 27%
during the same period. Even 4 stroke scooters have been unable to stem
the tide of consumers growing preference doe motorcycles. The whole
moped segment which includes the scooters (below 100cc) witnessed a
decline last year. However it had largely to do with mopeds with large
wheels or the Italian designed mopeds.

For some time we have been hearing about cheap Chinese goods
flooding the Indian market. For some it has turned into big trouble but what
is the business without some thread. Indeed the whole two wheeler industry
should look at it as a challenge and join forces to over come this challenge.

Hero Honda is not unnecessarily perturbed by the cheap Chinese

bikes, which may floods the market for as it believes on Indian roads a bike
needs have 3R’s – reliability, resale value and ruggedness. On all these
 17

counts, Hero Honda motors scores much higher than the Chinese
competition

Indeed today’s some of Indian bikes are no more costly that the
Chinese one’s and are almost in same range. I could be a problem for the
Chinese imports to beet the India counterparts although such cheap variety
will not last on Indian roads, with all the potholes and ditches.

Still the Indian two wheeler industry is confident that is quite capable
of meeting all challenges and over coming them. Hero Honda is the most
buzzing word which can be heard frequently in commercial bikes market.
Hero Honda took many years to be in number one position in market, at
present, though it has faced many bottle necks and struggles.

The company’s innovative functioning made it known to every body

in India. We can analyze its performance with its market share by
comparing it with others like BJAJA, LML etc.

MANUFACTURER 2005-06 2006-07 GROWTH (%)

HERO HONDA 3, 01,577 3, 14,567 4.31
BAJAJ AUTO 2, 72,271 2, 06,208 -24
TVS 1, 62,200 1, 15,097 -29.04

On January 25, 2007 TVS Motor Company recorded a growth of 8%

and reported a turnover of Rs. 952.98 crore for the third quarter ended
December 2006 compared to Rs. 883.38 crore recorded for the
corresponding quarter of the previous year. The turnover in the 9-month
period ended December 2006 was Rs. 2981.35 crores compared to Rs.
2445.34 crores, recording a growth of 22%.
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The product line of TVS are APACHE, STAR CITY, SPORT, VICTOR,
VICTOR GLX, SCOOTY TEENZ, SCOOTY PEP, PEP plus, TVS MAX
100.

In the present study title “Brand Preference towards TVS Motor

Cycle”, all the aspects with reference to nature of consumer and his attitude
towards style of the bike, mileage, his opinion towards after sales service,
maintenance and opinion on the issue that whether TVS products are
suitable for rugged roads etc., have been studied carefully.

COMPANY PROFILE
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TVS Motor Company has established an e-business system, which

maximizes company values and profits through e-transformation.

With the establishment of ERP systems by SAP, all process of the company
are integrated across the manufacturing plants, suppliers, area officers and
warehouses India. All area and branch offices access the system via leased
lines and VSAT.

The company has successfully rolled out a Dealer Management System

(DMS) to help in standardizing best practices in dealerships and CRM to
improve interaction with customers and product quality.

TVS Motor Company is a reliable partner providing customers with quality

products through an e-sales portal site and information exchange.

TVS was established in 1911 by Shri. T V Sundaram Iyengar. As one of

India’s largest industrial entities it epitomizes trust, value and service.
Today, there are over thirty companies in the TVS Group, employing more
the 40,000 people worldwide and with a turnover in excess of USD 2.8
billion.

With steady growth, expansion and diversification, TVS commands a

strong presence in manufacturing of Two-wheelers, auto components and
computer peripherals. We also have vibrant businesses in the distribution
of heavy commercial vehicles passenger cars, finance and insurance.

TVS Motor Company

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TVS Motor Co. is the flagship company of the TVS Group. The TVS
group was established in 1911 by Sri T.V. Sundaram Iyenger. TVS group
commands a strong presence in manufacturing of two-wheelers, auto
components and computer peripherals. TVS Motor Company's first launch
was 50 cc Moped TVS 50 in August 1980. It is the first Indian company to
introduce 100cc Indo-Japanese Motorcycles in India in 1984. It was also
the first Indian company to launch indigenous scooterette in India in 1994.
It has grown rapidly since it's beginning to become one of the prominent
two-wheeler manufacturers in India. Today TVS is a well-known brand in
the field of bike manufacturing. The manufacturing unit of TVS Motor is
located at Hosur and Mysore.

Turnover:

On January 25, 2007 TVS Motor Company recorded a growth of 8% and

reported a turnover of Rs. 952.98 crore for the third quarter ended
December 2006 compared to Rs. 883.38 crore recorded for the
corresponding quarter of the previous year. The turnover in the 9-month
period ended December 2006 was Rs. 2981.35 crores compared to Rs.
2445.34 crores, recording a growth of 22%

Net Profits:
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However, TVS Motor's net profit declined 63.1% to Rs 11.46 crore

in Q3 December 2006 from Rs 31.06 in Q3 December 2005. Sales inched
up 7.3% to Rs 935.41 crore in Q3 December 2007 (Rs 871.40 crore).

Infrastructure

TVS Motor Company has one of the most extensive networks of over
500
Dealers and 2500 service centers evenly distributed across the country.

Organization

TVS Motor Company is headed by Mr. Venu Srinivasan who is the

Chairman
and Managing Director of the company.

FUTURE FOCUS

In the future, TVS Motor Company will be one among the top two 2-
wheeler companies in India and one among the top five 2-wheeler
companies in Asia.

We will have profitable operations overseas, especially in Asian markets,

capitalizing on our expertise in the areas of manufacturing, technology and
marketing. The Company will hone and sustain its cutting edge of
technology by constant benchmarking against international leaders.

OBJECTIVES OF THE COMPANY

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1. To make it a consistent high volume business.

2. Developing customer relation ship and loyalty.

3. Attain the position of “leadership” in all major institutions in the

Country.

4. To make institution sales a profit center in ling term.

5. Exploring new business opportunities/niche marketing.

MILESTONES
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1980- Indians first 2 seater 50cc Moped TVS 50, launched in August.

1984- First Indian co., to introduce 100 motorcycles in September.

1994- Launched first indigenous scooterette, TVS scooty in June.

1996- Introduced first catalytic converter enabled motorcycle, the 110cc

Showgun in December.

1997- Launched India’s first 5-speed motorcycle, the shaolin in October.

2000- Launched TVS Fiero, India’s first 150cc, 4 stroke motorcycles in

April.

2001- Launched TVS Victor, 4-stroke 110cc motorcycle, in August,

India’s
First fully

Indigenously designed and manufactured motorcycle.

2004- Launched TVS Centra in January, a world class 4-stroke 100cc

Motorcycle

With the revolutionary VT-I engines, for bet in class mileage.

Launched TVS Star in September, a 100 cc motorcycle which is ideal

for rough terrain.
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PRODUCT PROFILE

TVS Star City

Its stylish alloy wheels and sleek designed new exhaust are taking the
breath away of every biker. Other features like single touch ride switch
shocks, extra grip tyres etc can be very much helpful in riding this bike in
any terrain.

Its powerful headlamp and useful parking light leave an additional

impression on buyer’smind.

Its new Roller Cam Follower (RCF) technology results in reduction of

engine friction. Its engine maintains the mileage of 102 kmpl.

IT IS FOUND IN DIFFERENT COLORS:

• Red

• Purple

• Black
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TVS Star City Specifications

ENGINE &TRANSMISSION

Type 4-Stroke
Cubic Capacity 99.7cc
Max. Power 5.50KW(7.5bhp)@7500rpm
Max torque 7.5 Nm@5000rpm
Bore X Stroke 51.0 x 48.8
Compression Ratio 9.51:1
Transmission 4 speed constant mesh

CHASIS & SUSPENSION

Front Telescopic hydraulic fork (110mm stroke)

Rear Spring-loaded hydraulic shocker (78mm stroke)

BRAKES & WHEELS

Tyre (front) 2.75*18

Tyre (rear) 2.75*18
Brake (front) 130mm
Brake (rear) 130mm

ELECTRICALS

Head Lamp 12v, 35/35w

Tail Lamp 12v, 10w
Turn signals 12v, 10w
Ignition System A/C Digital CDI

DIMENSION & WEIGHT

Wheel base 1250mm

Dry Mass Weight 104kg

CAPACITIES

Fuel tank 16 ltrs

Fuel Reserve 2.5 ltrs
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TVS Star Sport

With the excellent body graphics, TVS star sport comes with VTi
engine. Its digitally controlled ignition timing and temperature sensors
ensure its reliability and fuelefficiency.

Its better mileage is the result of fuel wastage reduction system and
friction reduction technology. Power and economy indicator can be said as
the mileage controller.

Its mesmerizing body lining, stunning muscular fuel tank, stylish

trapezoidal MFR headlight accentuates the creativity of the manufacturers
along with their technicalexpertise.

Its methodically designed ergonomic seats and 5 step rear shock absorbers
give complete guarantee of comfortable and smooth riding.
IT IS FOUND IN DIFFERENT COLORS:

• Blazing Red

• Deep Black

• Teitian Blue
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TVS Star Sport Specifications

ENGINE &TRANSMISSION

Type 4-Stroke
Cubic Capacity 99.7cc
Max. Power 5.50KW(7.5bhp)@7500rpm
Max torque 7.5 Nm@5000rpm
Bore X Stroke 51.0 x 48.8
Compression Ratio 9.15:1
Transmission 4 speed constant mesh

CHASIS & SUSPENSION

Front Telescopic hydraulic fork (110mm stroke)

Rear Spring-loaded hydraulic shocker (79mm stroke)

BRAKES & WHEELS

Tyre (front) 2.75*18

Tyre (rear) 3.00*18
Brake (front) 130mm
Brake (rear) 130mm

ELECTRICALS

Head Lamp 12v, 35/35w

Tail Lamp 12v, 10w
Turn signals 12v, 10w
Ignition System A/C Digital CDI

DIMENSION & WEIGHT

Wheel base 1250mm

Dry Mass Weight 99kg

CAPACITIES

Fuel tank 12 ltrs

Fuel Reserve 2 ltrs
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TVS Victor GLX

Its 125 cc VT-i engine delivers power of 10 bhp (7.36 kw) and mileage of
85 kmpl. This fuel economy duralife engine is highly temperature sensitive
which
is helpful in sensing the low temperature of the engine. Accordingly
engine active-ate spark plug and advances the ignition timing.

This bike is equipped with various high end designs which include
digitally designed petrol tank with knee recess, twin pod instrument panel
with Econometer, fuel gauge, trip meter and tachometer etc.

Its comfort feature comprises triple rated 5 step adjustable rear and
telescopic front shock absorbers which result in synchronized suspension.

IT IS FOUND IN DIFFERENT COLORS:

GLX Red
GLX Blue
GLX Black Silver

TVS Victor GLX Specifications

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ENGINE &TRANSMISSION

Type 4-Stroke, air-cooled OHC

Cubic Capacity 124.8cc
Max. Power 7.36 KW (10bhp)@7500rpm
Max torque 9.8 Nm @ 6000rpm
Bore X Stroke 54.5 mm x 53.5 mm
Compression Ratio 9.2:1
Transmission 4 speed constant Mesh

CHASIS & SUSPENSION

Front Telescopic Oil-damped; 105mm travel

Rear Gas Filled shock Absorbers with co-axial spring; 75mm travel, with
5-Strp adjustable Preload

BRAKES & WHEELS

Alloy Wheel with Drum brake Version

Tyre (front) 90*90*17

Tyre (rear) 3.0*18
Brake (front) 130mm Drum
Brake (rear) 130mm Drum

ELECTRICALS

Head Lamp 12v, 35/35w Halogen bulb

Tail Lamp 12v, 10w
Turn signals 12v, 10w
Ignition System Digital Ignition

DIMENSION & WEIGHT

Wheel base 1260mm

Dry Mass Weight 122kg

CAPACITIES

Fuel tank 13 ltrs

Fuel Reserve 2.5 ltrs

TVS Apache
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TVS Apache RTR with its shapely streamlined tank and engine design is
really an eye -stopper. Its smooth and flawless finish makes this bike
desirable to the market.

Its tough but light 6 spoke black alloy wheels with red rims are really
supportive for better control and excellent riding of these two wheelers.
Its uniquely designed head lamp and turn signal lamps have become one
of the best head turner in the market of two-wheeler.
It has a uniquely alloy finished one piece brake pedals and levers that
make your drive an safe one on any sort of tarmac. The bike has an
extraordinary racing stripes, luminous rims and race crouch mirrors that
evokes the fantasy of any speed freak. Its aluminum foot pegs, split grab
rails at the rear along with the silencer canister and beat gives it a
complete touch of perfection.

It comes in various exciting colors:

• Yellow

• Black silver

• Red

• Matt gray

TVS Apache Technical Specifications

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ENGINE &TRANSMISSION
Type 4-Stroke
Cubic Capacity 147.5cc
Max. Power 9.95 KW/(13.5bhp)@8500rpm
Max torque 12.3 Nm@6000rpm
Bore X Stroke 57 mm x 57.8
Compression Ratio 9.5:1
Transmission 5 speed constant mesh
Power to weight ratio 101.16 bhp / ton
Starting Electric & kick Start
Ignition IDI-dual mode digital ignition

CHASIS & SUSPENSION

Type Double Cradle

Front Telescopic fork (105mm stroke)
Rear Monotube Inverted Gas filled shox (ES)

BRAKES & WHEELS

Tyre (front) 90/90 X 17

Tyre (rear) 100/80 X 18 (ES), 90/90 X 18(ks)
Rim size (Front) Alloy 1.85 X 17
Rim size (Rear) alloy 2.15 X18 (ES), 1.85 X 18 (KS)
Brake (front) 240 mm Disc (ES), 130 mm Drum (KS)
Brake (rear) 130 mm Drum
ELECTRICALS

Battery 12V, 9.0 Ah(ES), 5.0 Ah (KS)

Head Lamp 35/35 W Halogen HS1,
Clear lens with MFR
Tail Lamp 5W
Turn signals 21W
Turn signal lamp 10 W
DIMENSION & WEIGHT
Wheel base 1260mm
Kerb Weight 136kg
CAPACITIES
Fuel tank 16 ltrs
Fuel Reserve 2.5 ltrs

TVS Scooty
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TVS Scooty

TVS Scooty has come up with all the salient features which are really
essential for good scooterettes. It is available with several features which
are truly required to make the riding safer and secured. Its variants are
found in different colors and many different technical specifications.

TVS Scooty Teenz Specifications

ENGINE

Type Single cylinder, forced air cooled,

2 stroke petrol engine
Bore & Stroke (mm) 42.6 & 42.0
Displacement 59.9
Max. Power 2.57 kW (3.5 BHP) @ 5500 rpm
Torque (Nm) 4.5 Nm @ 5000 rpm

DIMENSIONS

Wheel base (mm) 1220

Kerb weight (kg) 82
Brake drum front (mm) Dia 110
Brake drum rear (mm) Dia 130
Ground clearance (mm) 140
Tyre size FR & FR (inches) 2.75” X 10” – 4 PR
Fuel tank capacity Full
/ Reserve (ltr.) 4.5 / 0.75

ELECTRICALS
 33

Ignition System Analog AC CDI

Head Lamp 12V, 35/35 W
Tail Lamp 12V, 21/5 W
Turn Signal Lamp 12V, 10 W
Battery 12V, 5Ah

DRIVE

Clutch Auto centrifugal clutch

Drive Variomatic V belt transmission and
Gear reduction

TVS FLAME
 34

TVS Flame
The bike that can set the tarmac afire and catch the fantasy of any bike
lover is all ready to grace the surface of Indian roads. It has been styled
and decked with all the features that one could have only dreamt of. It
consists of Delta edge Exhaust, Dual Lens Tail Lamp that promises
better visibility, Digital Speedometer and so on. Extremely captivating
in looks, this one can be any buyers' first choice.

Along with this, the bike has been embedded with Delta edge
Trafficators with aerodynamic design, LCD Digital Speedometer that
has been integrated with fitness check. The bike delivers an
outstanding performance while having 125 cc, 3 valves CC-VTI
Engine that gives out a 10.5 bhp @8250 rpm.
It goes in sync with the international standards of style and technology
thus becoming the desire of every modern buyer. It has been stylized
on the patterns of Delta Wings that is found in the latest fighter jets.
The Delta edge Exhaust ensures the smoothest sound, low emission
and outstanding performance.

TECHNICAL SPECIFICATIONS OF TVS FLAME

 35

DIMENSIONS & WEIGHT

Wheelbase (mm) 1320

Length (mm) 2030
Width (mm) 760
Height (mm) 1070
Weight (kgs) 121

ENGINE

Model Designation CC-VTi, 04 Stroke

Clutch Multi-Plate Wet type
Displacement (cc) 124.8
Gear Box 04 Gear Constant Mesh
Bore & Stroke 54.5 X 53.5 MM

SUSPENSION

Front Telescopic Hydraulic Fork

Rear Twin tube 05 step adjustable gas filled.

BRAKES

Front Disc 230 dia

Rear Drum 130 dia

TYRES

Front Mag Alloy 90 x 90 x 17

Rear Mag Alloy 90 x 90 x 18
Fuel Tank (In Liters) 8

PERFORMANCE

Max. Horsepower (ps/rpm) 7.7 KW @ 8250 RPM

Max. Torque (kg m/rpm) 10 NM @ 6250 RP
36
 37

RESEARCH METHODOLOGY

A market driven enterprise should focus on studying the customer so

as to enable make polices such as modifications of the product quality,
fixing the price affordability, delivering the service that are satisfactory
etc..
They will be having contact with the customers through the
middlemen such as distributors and retailers. Retailer is the member of the
channel at a lower level who will be having a direct contact with the
customer. Customer buying behavior and his attitude towards the products
can be well known through the interaction with the retailers as he is the
customer. So, every company requires concentrating on the customer
behavior evaluation to strengthen the distribution network and satisfying
the customers.
 38

RESEARCH DESIGN:

Research design is the plan, structure and strategy of investigation

conceived so as to obtain answers to research questions.
Descriptive research design was chosen for the present study.
Data sources: The study is mainly based on the data collection from
primary as well as secondary sources.
Primary data:
Primary data are data collected for specific purpose. Primary data is
collected directly from the customers through administering questionnaire.

Secondary data:

Secondary data are data that were collected for another purpose and
already exist some where. Secondary data was collected from company
records and catalogs.
Research approach: Survey method is adopted to collect the needed
information from the respondents.
Research instrument: Here for this study the researcher used well designed
and structured questioner as a research instrument include both open
&closed ended questions. The questionnaire is personally administered to
the respondents.
 39

SAMPLING DESIGN:

Definition of population: The population for the study includes

customers who prefer wafers.
Sampling procedure:
For selecting the defined size of sample form the target population
convenience, a non probability sampling techniques is adopted.
Sample size: A sample of 100 customers was selected from the targeted
population for the present study.
STATISTICAL TOOLS USED:
For the purpose of analysis, weighted average method and percentage
method are used for calculations and the result was interpreted. This test
was used to minimize the error of the data collected. Graphs were used to
represent the data for the better and accreted interpretation of the results.
Statistical tools used:
Simple tools are used for analysis. They are as follows:
1. Percentage analysis
2. Weighted Average method
 40

SAMPLING PLAN:

Before undertaking the survey, the sampling unit, sample size and
sampling procedure are to be final analysis used for this study.

1. Simple bar Method: A simple bar diagram represents the magnit6ude

Of only one Variable.

2. Pie Diagram: In this the circle is partitioned into various sections

Representing the proportions of various components.
41
 42

ANALYSIS AND INTERPRITATION

The following table shows no. Of respondents according to their age.

Table-1

Age No. of Respondents Percentage

Under 25 40 40%
25-34 30 30%
35-44 15 15%
45-54 10 10%
55-64 5 5%
Above 65 0 0
Total 100 100

INFERENCE:

Out or 100 respondents met 40% are under 25, 30% of them were in
between

25-34, 15% of them are in between 35-44, 10% of them are in between 45-
54 and 5%

of them are in between 55-64.

Age of the Respondents
120
100
Percentage

80 No. of
60 Respondents
40 Percentage
20
0
65
25

bo 4

al
-4

-6
-3

-5

ot
ve
r
de

25

35

45

55

T
n
U

Age

The following table shows no. of respondents according to their educational

QUALIFICATIONS.
 43

Table-2

Educational Qualification No. of respondents Percentage

Primary 5 5%
Secondary 15 15%
Graduation 45 45%
Post Graduation 25 25%
professional 10 10%
total 100 100

Inference:

Out of 100 respondents 5% are primary educated, 15% of them are

secondary,

45% of them graduation, 25% of them post graduation and 10%

professional.

Education Qualification

120
100
80
No.Ofrespondence
60
Percentage
40
20
0
l
y

ta
n
y

al
n
ar

tio
ar
ion

t io

ion

to
im

nd

ua

ua
at

ss
Pr

co

ad
fic

ad

ofe
Se

Gr
li

Gr
ua

pr
lQ

st
Po
na
io
at

The following table shows respondents income level per month.

uc
Ed

The following table shows respondents income level per month

 44

Table-3

Income level p.m No. of respondents Percentage

Up to 9,900 48 48%
10,00-14,000 12 12%
15,000-20,000 8 8%
Above 20,000 8 8%
Others 24 24%
Total 100 100

Inference:

Out of 100 respondents met, 50% are below the income level of 9,900, 15%

are in between 10,000-20,000, 10% are in between 15,000-20,000,10% are

in between above 20,000 and 15% are others.

Income level per month

120
100 No. of
80 respondents
60
40 Percentage
20
0
0

0
00

l
ta
90

00

00

er

To
,0

th
9,

0,

,
20
14

O
-2
to

0-

ve
00
p

,0
U

o
,0
10

Ab
15

The following table shows the family members of the respondents.

 45

Table-4

Family members No. of respondents percentage

1-2 15 15%
3-4 45 45%
Above 5 40 40%
Total 100 100

Inference:

Out of the 100 respondents met 15% of them are in between 1-2, 45% of

Them are in between 3-4, 40% of them are above 5.

50 45
40
40
No. of
30 respondents
20 15 percentage

10
15% 45% 40%
0

1-2 3-4 Above-5

The following table shows no. of respondents to come to know about this
brand.
 46

RESEARCH METHODOLOGYRESEARCH
METHODOLOGYTable-5

Known About This No. of Respondents Percentage

Brand
News paper 20 20%
Tele vision 15 15%
Magazine 10 10%
Friends 15 15%
Sales people 35 35%
Hoardings 5 5%
Total 100 100

Inference:

Out of 100 respondents met 20% come to know by news paper,15%

come to

know by television,10% come to know by magazine, 15% come to know

by friends,

35% come to know by sales people and 5% come know by hoardings.

Known About This Brand

5% 20% News paper

Tele vision
35%
Magazine
Friends
15%
Sales people
10% Hoardings
15%

The following table shows No. of respondents and the mileage they get by
their Motor cycle.
 47

Table-6

Specify the mileage No. of Respondents Percentage

Below 45 k.m/l 25 25%

45-50 30 30%
51-55 15 15%
56-60 15 15%
61-6.5 10 10%
Above 66 5 5%
Total 100 100

Inference:

Out of 100 respondents met, 25% of them gets mileage below 45, and
30% of them

Gets mileage between 45-50,15% are gets mileage between 51-55, 15%
gets mileage

Between 56-60,10% gets mileage between 61-65, only 5% gets mileage

above 66.

Mileage

10% 5% Below 45 k.m/l

25%
45-50
15%
51-55
56-60
61-6.5
15% 30% Above 66

In the following table shows the mode of purchase of bikes by the

Respondents.
 48

Table -7

Mode of purchase No. Respondents Percentage

Cash down 55 55%

Monthly installment 20 20%

0 % Interest 20 20%
Bike exchange mela 5 5%
Total 100 100

Inference:

Our of 100 respondents met 55% get their bike by cash down, 20%
by monthly

Installments, 20% by 0% interest and 5% by bike exchange mela.

Mode of Purchase

5%

20%
Cash down
Monthly installment
55% 0 % Interest
Bike exchange mela
20%

The following table shows how much distance the respondents travel a day.
 49

Table -8

How long do you ride No. of Respondents Percentage

Below 20 k.m 40 40%
20-40 30 30%
40-60 15 15%
60-80 10 10%
80-100 5 5%
Above 100 0 0%
Total 100 100

Inference:
Out of the 100 respondents met 40% travel below 20 Kms a day, 30%
travel in

Between 20-40, 15% travel in between 40-60,10% travel in between 60-

80,5% travel in

between 80- and 0% travel above 100.

Distance of the respondents travel a day

45
40
35
30
25 No.of Respondents
20 Percentage
15
10
5
0
Below 20-40 40-60 60-80 80-100 Above
20 k.m 100
The following table shows respondents attitude towards motorcycles.
 50

Table -9

Towards motor cycle No. respondents Percentage

Basic necessity 60 60%

Affordable 15 15%
Luxury 25 25%
Total 100 100

Inference:

Out of 100 respondents met 65% feel as basic necessity, 15% feel as

Affordable and 25% feels as luxury.

Attitude towards the motorcycle

25
Basic necessity
Affordable
15 60 Luxury
 51

Table -10
Influence of purchase decision:

Purchase decision No. of Percentage

respondents
self 10 10
Friends opinion 8 8
Retailers 70 70
Existing users 12 12
Total 100 100

Inference: Out of 100 respondents feel as self 10%, Friends opinion feel as
8%, Retailers feel as 70%, Existing users feel as 12%

No. of respondents

12 10
8 self
Friends opinion
Retailers
Existing users
70

Table -11
 52

Educational Qualification No. of respondents Percentage

Primary 5 5%
Secondary 15 15%
Graduation 45 45%
Post Graduation 25 25%
professional 10 10%
total 100 100

Inference:

Out of 100 respondents 5% are primary educated, 15% of them are

secondary,

No. of respondents

Primary
Secondary
Graduation
Post Graduation
professional

45% of them graduation, 25% of them post graduation and 10%

professional.

The following table shows respondents income level per month.

The following table shows respondents income level per month

Table -12
 53

Factors influencing the Sales of Confectioneries

Factors No. of Percentage

respondents
Ads 27 27%
Gifts 39 39%
Offers 28 28%
Free samples 6 6%
Total 100 100

No. of respondents

50 39
40 27 28
30 No. of
20 6 respondents
10
0
rs
s

fts

s
Ad

fe

ple
Gi

Of

m
sa
ee
Fr

INFERENCE:

According to the survey it is found that the impact of Gifts is

More on the sales of confectioneries.
When put down in figures

27% of respondents says that Ads influences the sales of Confectioneries,

39% of respondents says that Gifts influences the sales of Confectioneries,

28% of respondents says that Offers influences the sales of Confectioneries,

6% of respondents say that free samples influence the sales of

Confectionaries.
 54

Table-13

Repairs No. of respondents Percentage

Low mileage 30 30%
Starting problem 15 15%
Break/Electrical 45 45%
Speedometer 10 10%
Total 100 100%

INFERENCE: Out of 100 respondents meet Low mileage feel as 30%,

15% as feel as Starting problem, 45% feel as Break/Electronic,10% feel as
Speedometer

No. of respondents

10
30 Low mileage
Starting problem
Break/Electrical
45
15 Speedometer

In the following table shows the mode of Type of repairs by the

Respondents.
 55

BRAND
 56

Brands were originally developed as labels of ownership: name, term,

design, and symbol. However, today it is what they do for people that
matters much more, how they reflect and engage them, how they define
their aspiration and enable them to do more. Powerful brands can drive
success in competitive and financial markets, and indeed become the
organization's most valuable assets.

Brand Equity

Brand equity measures the total value of the brand to the brand
owner, and reflects the extent of brand franchise. The term brand name is
often used interchangeably with "brand", although it is more correctly used
to specifically denote written or spoken linguistic elements of a brand. In
this context a "brand name" constitutes a type of trademark, if the brand
name exclusively identifies the brand owner as the commercial source of
products or services. A brand owner may seek to protect proprietary rights
in relation to a brand name through trademark registration.

Brand monopoly

In economic terms the "brand" is a device to create a monopoly—or

at least some form of "imperfect competition"—so that the brand owner can
obtain some of the benefits which accrue to a monopoly, particularly those
related to decreased price competition. For example, the Coca Cola
Corporation will probably never have a monopoly on cola-flavored soda
pop, but it can have a monopoly on its own brand of cola-flavored soda
pop. In this context, most "branding" is established by promotional means.
There is also a legal dimension, for it is essential that the brand names and
trademarks are protected by all means available. The monopoly may also
 57

be extended, or even created, by patent, copyright, trade secret (e.g. secret

recipe), and other sui generis intellectual property regimes (e.g.: Plant
Varieties Act, Design Act).

Brand extension

An existing strong brand name can be used as a vehicle for new or

modified products; for example, many fashion and designer companies
extended brands into fragrances, shoes and accessories, home textile, home
decor, luggage, (sun-) glasses, furniture, hotels, etc. Mars extended its
brand to ice cream, Caterpillar to shoes and watches, Michelin to a
restaurant guide, Adidas and Puma to personal hygiene. There is a
difference between brand extension and line extension. When Coca-Cola
launched "Diet Coke" and "Cherry Coke" they stayed within the originating
product category: non-alcoholic carbonated beverages. Procter & Gamble
(P&G) did likewise extending its strong lines (such as Fairy Soap) into
neighboring products (Fairy Liquid and Fairy Automatic) within the same
category, dish washing detergents. These are examples of line, not brand
extensions.

Multiple brands

In a market fragmented with many brands, a supplier can choose to

launch new brands apparently competing with its own, extant strong brand
(and often with an identical product), simply to obtain a greater share of the
market that would go to minor brands. The rationale is that having 3 out of
12 brands in such a market will give garner a greater, overall share than
having 1 out of 10 (even if much of the share of these new brands is taken
from the existing one). In its most extreme manifestation, a supplier
pioneering a new market which it believes will be particularly attractive
 58

may choose immediately to launch a second brand in competition with its

first, in order to pre-empt others entering the market. Individual brand
names naturally allow greater flexibility by permitting a variety of different
products, of differing quality, to be sold without confusing the consumer's
perception of what business the company is in or diluting higher quality
products.
Once again, Procter & Gamble is a leading exponent of this
philosophy, running as many as ten detergent brands in the US market. This
also increases the total number of "facings" it receives on supermarket
shelves. Sara Lee, on the other hand, uses it to keep the very different parts
of the business separate—from Sara Lee cakes through
Kiwi polishes to L’eggs pantyhose. In the hotel business, Marriott uses the
name Fairfield Inns for its budget chain

BRAND PREFERENCE

Managers in many technology product-markets are faced with a

variety of challenges. One challenge is to monitor changes in consumer’s
brand preferences over time. In practice, intrinsic brand preferences can be
inferred from tangible performance measures such as sales after accounting
for the effects of other factors that may have influenced these measures.
Given the rapid introduction and withdrawal of models in these markets,
one needs to, while measuring the dynamics in brand preferences, partial
out the effect of the changing portfolio of models on a brand’s
performance.. Besides monitoring these preference changes, managers are
also interested in understanding the drivers of preferences over time.
Hence, managers may be interested in understanding the role of advertising
in driving the dynamics of brand preferences. A second issue of interest to
managers is to understand what drives the changes in a brand’s
performance over time. Given that the markets for technology products
 59

evolve rapidly, we usually observe some interesting dynamics in the

performance of the key brands. As noted previously, one possibility is that
changes in performance are tied to changes in intrinsic preferences. At the
same time, they could also be due to (a) the changing portfolio of models in
a brand’s product line; and / or (b) modifications in the attributes and prices
of the models in the product line. This calls for an assessment of the
relative influence of product line and intrinsic brand preferences on the
performance of brands in a category. Such an assessment, will guide
managers on which aspect to emphasize in order to improve their brand’s
performance.. Hence, brand-level preferences are driven by the inclusive
value across models as well as the intrinsic preferences for each of the
brands. To allow for time-varying intrinsic preferences at the brand level,
we use a state-space model based on the Kalman filter. This Kalman filter
component captures the dynamics of the intrinsic brand preferences as
influenced by marketing actions such as advertising.
In this way we allow for changing brand preferences and can also
understand the role that advertising plays in driving these preferences.
While the brand level of the model captures the dynamics in the inclusive
value and the brand preferences, the model choice part evaluates the
tradeoffs consumers make between different attributes and thus enables us
to quantify the consumer valuation of these attributes. Over all, we find that
the effect of the dynamics in the intrinsic brand preferences is higher than
the corresponding effect of the dynamics in the product line for all the
brands.
 60

FINDINGS

After detailed analysis of data update from this research study we come to
the

conclusion that:

1. It was found that 30% customers came to know about the brand by
sales people and 20% came to know by television and news paper.

2. Out of 100 respondents met for the study, it was found that more

customers

are using hero Honda and later they give importance to TVS.

3. It was found that 55% of customers bought their vehicle to cash

down Payments, 20% of customers by monthly installments.

4. It was found that 65% of customers feel owning a bike as necessity

and 15%

Of customers are feel affordable.

5. From the survey it was found that 40% of customers are travel 20
km, 30% are

Travel 20-40 km.

6. In TVS product line it was found that 36% of customers Prefer star
city. and 30% victor.

7. It was found that in TVS respondents preferred mileage, styling,

good shape and reselling price.
 61

8. It was found that price, advertising, brand image, reselling price are

Influencing the respondents while choosing a bike.

9. It was found that according to respondent’s opinion about the overall

Performance of the manufacturers of motor cycles, Hero Honda
Stands first followed by TVS, Bajaj and Yamaha.

9. Hence efforts should be made to foster harmonious relations among

these groups
.
10. Advertisement is playing major role in the promotion of Hero
Honda.
 62

SUGGESTIONS

 The company needs to concentrate on releasing more models into the

market in order to capture more market share.

 As majority feels that a bikes is a necessity to all sectors of the market,

including the lower end of the market may be targeted with suitable
models.

 Positive word of mouth from sales people may be generated and

sustained as it stands next to the Television Media in influencing the
customer’s choice

 Low priced models should be promoted in order to attract middle

income as well as the lower income groups.

 As TVS position is third as the least maintenance cost bikes, updating

their technology may develop the least cost positioning and image.

 As the major consumer group is under 25 product features as well as the

advertisements may be tailor made for them.

 Finance arrangements for purchase of bike may be strengthened in order

to induce more customers towards them.
63
 64

QUESTIONNAIRE

1. Name: _______________________

2. Age

Under 25 25-34 35-44

45-54 55-64 Above 65

3. Address: __________________________

__________________________

__________________________

4. Education Qualification

Primary Secondary Graduation

Post Graduation Professional

5. Occupation 1. Student
2. Govt.Service
3. Private Service
4. Business
5. Profession
6. Others

6. How many family members you have?

1-2 3-4 5and above

7. Income Level per Month?

Up to Rs.9, 900 Rs.10, 000-14,000

Rs.15, 000 -19,900 above Rs.20, 000
 65

8. Attitude towards the motorcycle?

Basic necessity Affordable Luxury

9. How did you come know about this Brand?

News paper TV Magazine

Friends’ Sales people Hoarding

If other please specify ____________________________

10. Which mode of purchase of bikes you expect?

Cash down Monthly installments

0% interest Bike exchange mela

11. How much mileage gets you by exiting bike?

Below 45 KM/L 45-50 51-55

56-60 61-65 Above 66

12. How much distance travel a day?

Below 20 Km/L 20-40 40-60

60-80 80-100 above 100

13. Which kind of repairs you have chosen frequently?

Low mileage Starting problem

Brake/electrical Speedometer
 66

14. Which kind of maintenance problems you have chosen frequently?

Water wash cleaning carburetor

Oil change Spark plug

15. Which one do you prefer in TVS Product Line?

TVS Victor TVS Centro

TVS Star City TVS Apache

16. What is the main reason for purchasing TVS Products?

Riding Comfort Strength/durability

Company reputation Trouble free performance
Engine performance low maintenance cost

17. Rank following features in TVS as per your assessment and preference

Rank
Good shape _______________
Attractive styling and color _______________
Mileage _______________
Riding Control _______________
Exhaust sound _______________

18. What are the factors influencing the sale of Confectioneries .

a) Ads ( ) b) Gifts ( ) c) Offers ( ) d) Free samples ( )

19. Who influences your purchase decision?

(a) Self ( ) (b) friends opinion ( ) (c) Retailers ( )
(d) Existing users ( )
 67

BIBLIOGRAPHY

BOOKS

1. MARKETING

PHILIP KOTLER, principles of marketing, New Delhi,

millennia edition Indian print 2000.

2. RESEARCH METHODOLOGY

KOTHARI, C.R., “RESEARCH METHODOLOGY-

METHODS AND TECHNIQUES”, NEW DELHI, 1997, 2ND
EDITION.

3. STATISTICS

DR.GUPTA S.P. ELEMENTS OF BUSINESS STATISTICS,

FIFTH EDITION.

4. BRAND POSITIONING

SUBRATO SENGUPTA.

WEBSITE

WWW.TVSMOTORS .CO.IN
WWW. GOOGLE .COM
www. AUTO.INDIAMART.COM