INTERNATIONAL JOURNAL OF MANAGEMENT …ijmrr.com/admin/upload_data/journal_Arut 16.pdfINTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH ... SAREES OF KANCHIPURAM” is ... respondents include

Dec-2011/ Volume-1/Issue-5/Article No-16/250-265 ISSN: 2249-7196

*Corresponding Author www.ijmrr.com 250

INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH

AND REVIEW

A STUDY ON CUSTOMER STATISFACTION TOWARDS TVS BIKES

Dr. M. Arutselvi*1

1Govt school,vaiyavoor,kanchipuram

ABSTRACT

Marketing is all around us. Marketing is the business function that identifies an

organization’s customer products, services and programs to serve its markets.

Consumer purchasing patterns are likely to be influenced by demographic, economic,

psychological and sociological factor. This study seeks to analyse the performance of

SARADAS Auto Agencies in retaining the customers by their authorized sales. Descriptive

research design is also called exploratory design . The researcher relied only on the

information from the respondents, though this study is related to customer satisfaction,

ignoring other areas of marketing .Consumer behavior reflects awareness, right through post

purchase evaluation, indicating satisfaction or non-satisfaction from the purchases. A

person’s attitudes settle into a consistent pattern, and to change a singer attitude require major

adjustment in other attitudes. Based on the study, the observation consists of a market survey

with 130 respondents in Kanchipuram town. For this study, a structured questionnaire with

both open and closed ended questions was used to collect the required data from the month of

December to march 2011. . It is concluded that the sales of Saradas Auto Agencies for TVS

two wheelers are good because of the right approach of a group of sincere mechanics.

Though, it is providing good service; it is struggling with hectic competition due to the

mushroom growth and functioning of unauthorized centers in kanchipuram. Take necessary

steps in cooperation with TVS Company to restrict the sale of genuine spare parts only to

those vehicles being serviced in authorized service centers.

Keywords: Marketing, organizations, customers, manufactures.

INTRODUCTION

Marketing is all around us. All need to know something about it. Marketing is used not only

by manufacturing companies, whole sellers and retailers but also by all kinds of individuals

and organizations. Lawyers, Accountants and Doctors use marketing to manage demand for

their service. So do hospitals, museums and performing art groups. No politician can get the

needed vote and no resort the needed tourists, without developing and carrying out marketing

plan. Marketing is the business function that identifies an organization’s customer, products,

services and programs to serve its markets. The goal of marketing is to delight the customers

and retain them. In order to retain them, the marketing department must work closely with

other departments of the organization and with other organizations through out the entire

value delivering system to provide superior value to consumers.


Copyright © 2011 Published by IJMRR. All rights reserved 251

Thus marketing calls upon everyone in the organization to “think customer” and to do all that

they can help to create and deliver superior customer value and satisfaction. Consumer

preference is a vital factor in Marketing Management. Unless a Marketing Manager has the

knowledge of the factors that affect Consumer’s Purchasing Patterns, he cannot do his best in

formulation the sales policies and advertising policies. Consumer purchasing patterns are

likely to be influenced by demographic, economic, psychological and sociological factor.

One of the essential aspects of Marketing is GRETING AND CONSTAINING

CUSTOMERS. In this point of view, we can say that the most important aspect is to maintain

the customers those who are already coming to us, i.e., we should not lose our existing

customer in addition of creating new customers.

This study seeks to analyse the performance of SARADAS Auto Agencies in retaining the

customers by their authorized sales. They about the activities of the consumers while

purchasing and problems face the problem under study while using the two-wheeler. The

opinion of the consumers about the two-wheeler and the services provided by SARADAS

Auto Agencies, and the socio-economic conditions of the vehicle owners are also analysed.

The main idea behind this aspect is the famous saying of the father of our nation:

Each of our visitors is our main customer.

Customers are not dependents, we depend on them.

Customers are not intruders, they are our employers.

Customers are not strangers, they are part and parcel of our Office.

Our service is not a favor done to them. Instead, their favor is our service. (Mahatma Gandhi)

SCOPE OF THE STUDY

The Scope of the study covers respondents from Kanchipuram town. The information has

been collected mainly from the owners of TVS Bikes only. The study was carried out as a

market survey with the help of an interview schedule.

IMPORTANCE OF THE STUDY

� The study helps to find out the market preference of TVS two wheelers in the study area.

� The study helps to find out the Two-wheeler Market share of SARADAS Auto Agencies

in Kanchipuram.

� The study helps to find out the Market share of saradas Auto Agencies in After Sales

Service.

� The study also helps to find out the expectation for the services rendered by SARADAS

Auto Agencies.

OBJECTICES OF THE STUDY

The objectives of the study are as follows:

� To find out the sources of awareness about TVS bikes in the study area.



� To find out the contribution of different models of TVS bikes in its market share in the

study area.

� To find out the market share of SARADAS Auto Agencies with respect to servicing the

bikes against other alternatives.

� To study the customer satisfaction about the services rendered by SARADAS Auto

Agencies in Kanchipuram town.

� To analyse the socio-economic conditions of the respondents.

GEOGRAPHICAL POSITION OF THE STUDY AREA:

Kanchipuram is one of the Temple cities of Tamil Nadu. It is situated 75Kms. Away from the

capital city Chennai.

Kanchipuram is also famous for silk sarees. It is the head quarters of Kanchipuram District.

The study area has been divided into four parts, viz.,

1)Big Kanchipuram 2) Little Kanchipuram 3) Pillayar palayam 4) collectorate

HISTORY OF KANCHIPURAM

Kanchipuram, popularly known as ‘Kanchi’ is one of the ancient cities of India. This historic

city is famous for its silk industry. It is one of the important pilgrim centers in the

Thondianadu region of Tamil Nadu located 75Kms. Southwest of Chennai. Here we can find

the many temples belonging to the many faiths, of which some are still in a flourishing

condition, alive with rituals and active with rhythm of song and scripture, feast and festival.

This town is also known for its production of SILK SAREES and the “SILK

SAREES OF KANCHIPURAM” is acknowledged universally. Trade and devotion bring

many visitors to the city and the contribution for the great social and economical is enormous

.No man in the town is idle. They can have any kind of job whether is known or unknown.

On textile, trade, tourism and commerce the town is leading of the front.

RESEARCH METHODOLOGY:

RESEARCH DESIGN

There are three basic types of research designs, viz.,

1) Exploratory 2) Descriptive 3) Experimental

Out of these three types only descriptive type is used to do this research.

DESCRIPTIVE RESEARCH DESIGN

Descriptive research design is also called exploratory design. This is the one that simple

describes something such as demo-graphic characteristics of consumers who use the product.

The descriptive study is typically concerned with determining frequency with something

occurs of how two variables very together. This is study is typically guided by an initial

hypothesis. For examples, an investigation of the trends in consumption of soft drinks with



respect to socio-economic character; sticks such as age, sex, ethnic group, occupation, family

income, educational level, geographic location, and so on: would be conversed a descriptive

study.

SAMPLING DESIGN

The study is conducted in with the respondents Kanchipuram who have TVS Two wheelers,

with convenience sample design.

SAMPLING METHODS: Direct interview method is used to collect the required data by

the researcher.

DATA COLLECTION TECHNIQUE

Personal interview technique is used to collect the primary data from those respondents who

have anyone of the TVS Two wheelers. Only simple words are used in the Questionnaire.

STATISTICAL TOOLS

For data analysis and Correlation analysis, etc are utilized to analyses the data.

LIMITATIONS OF THE STUDY

Because of time constraint this project is not undertaken on in depth basis. The researcher

relied only on the information from the respondents, though this study is related to customer

satisfaction, ignoring other areas of marketing.

FIELD WORK

In order to get reliable data the researcher himself went to all the sampling units exhausting

130 respondents. Sampling is taken from all sections of the society in Kanchipuram. The

respondents include people of both sex with occupation of all types and different economic

status.

CHAPTER DESIGN

The study has been divided into four chapters.

The first chapter comprises an Introduction of the subject, statement of the problem, scope of

the study, importance of the study. Objective of the study, Research Methodology,

Limitations and chapter design. The second chapter, Profile of organization, consumer

behavior and the various factors, which influence the consumer preference, are presented.

The third chapter focuses on the Analyzing and Interpretation. The fourth chapter contains

Summary and conclusion.

PROFILE OF THE ORGANISATION

COMPANY PROFILE:TVS MOTOR COMPANY LIMITED

TVS Motor Company limited, part of the TVS Group, is one of India’s leading two-wheeler

manufacturers. With a turnover of over Rs.20,000 crores, the company manufactures a wide

range of motorcycles, scooters, mopeds and cooperates. Little wonder, it boasts of more than

9 million happy customers. The year 1980 was a benchmark for the Indian two-wheeler



industry. For it was this year that saw India’s first two-seater moped, TVS 50, rolling out on

the Indian roads. With the joint venture with Suzuki Motor Corporation in 1983, TVS Suzuki

became the first India company to introduce 100cc Indo-Japanese motorcycles in September

1984. Through an amicable agreement the two companies parted ways in September

2001.Currently. Of the Rs.23 corers equity in the company, TVS holds 58.43 per cent shares.

The balance is held by financial institutions and the public. Today TVS Motor Company has

the largest market share in the moped category with a whopping 65.3 per cent and is also the

undisputed leader in the cooperate segment with 34.3 per cent share. It also holds 18.3 per

cent market share in motorcycles. With a strong sales and service network of 446 authorized

Dealer, 1436 Authorized Service Centers. TVS is growing from strength to strength.

WORLD CLASS FACILTIES

The company manufactures its motorcycles, Scooterettes and mopeds at its sate-of-the-art

factories in Mysore and Hosur. The current manufacturing capacity is 75,000 units at Hosur

and 15,000 units at Mysore per month.

IMPRESSIVE RANGE

TVS offers a wide range of two-wheelers – motorcycles Centra/ Victor/Fiero/Max 100R/Max

Dlx – Scooterettes – Scootty – Scootty Pep – Scootty Pep + - Mopeds-Champ/XL/XL Super

HD/ Sport TVS plans to launch 3 new models and upgrades in near future. A 4-stoke version

Start City, New Victor Glx 125,Tvs SPORT of India’s best selling scooterette-TVS Scooty

and 4-stoke version of the existing moped line will be launched this year. TVS Scooty and 5-

stoke version Apache of the existing moped line will be launched this year.

UNCOMPROMISING QUALITY, TECHNOLOGY

TVS Motor Company’s R&D division has an imposing pool if talent and one of the most

contemporary labs, capable of developing innovative designs. Committed to achieving total

customer satisfaction through Total Quality Control (TQC), The Company continuously

strives to give the customer, the best value for money.

ECO-FRIENDLY

TVS is committed to protecting the environment. The company’s manufacturing facilities at

Mysore & Hosur have state-of-the-art facilities & air pollution control measures. Even the

suppliers are encouraged to ensure that their products meet eco-friendly norms.

ALWAYS FIRST

Launched TVS 50 India’s first 2seater, 50cc Moped in Aug 1980.

First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept 1948.Launched

India’s first indigenous Scooterette, TVS Scooty in June 1994.Introduced India’s first

catalytic converter enable motorcycle, the 110cc Shogun in Dec 1996.Launched India’s first

5-speed motorcycle, the Shaolin in Oct 1997.Launched India’s first high performance moped-

the XL Super, with a 70cc engine in Nov 1997.Launched Victor in August 2001, a world-

class 4-stoke 110cc motorcycle Launched Pep in December 2004. 90cc motorcycle.

Launched Apache in December 2005, a world class 5-stoke 150 cc motorcycle.



DEALER PROFILE

Saradas Auto Agencies was started in th year 2004, with an investment of Rs.75, 00,000.

Now it has an automated two-wheeler workshop. Over 50 employees are working in this

organization. Three kinds of works are being performed here.

1. Sale of TVS two wheelers.

2. Sale of genuine spares for TVS two wheelers.

3. Servicing of TVS two wheelers.

Among these three, servicing of TVS two wheelers is the major part of this study. Because,

no consumer can purchase a durable product without proper service facility. Any

organization, which concentrates in good quality after sales service, that concern will become

to the most position very quickly.

CONSUMER

A consumer is the one who determines what a business if for. He alone who through being

willing to pay for goods or services, converts economic resources in to wealth, brings in to

goods what a consumer thinks he is buying and what consider ‘VALUE’ is decisive. This

determines what a business is. What it produces and whether it will prosper. A consumer can

be called effectively as the user of a product.

Philip kotler writes of two dozens of categories of human action, working, sleeping, Voting,

eating, breathing, buying and so forth. One of the primary interest to the marketers ‘buying’.

The buyer’s decision making process can be very simple or very elaborate and therefore it is

hard to pinpoint a consumer’s buying decision, since it could be determined by his

multidimensional personality.

Thomas Stand wrote that markets are the needs and preference of buyers, making of the

market that the firm finds economic justification for its existence. The realization of this

viewpoint sharpens the focus substantially of the whole business process.



CONSUMER ATTITUDE

People have attitudes toward almost everything religion, politics, clothes, music, food and so

on. Attitudes put them into a frame of mind of liking or disliking an object, moving toward or

away from it.

Attitudes lead people to behave in a fairly consistent way toward similar object. People do

not have to interpret and react to every object in afresh way. Attitudes economies on energy

and through. For this reason, attitudes are very difficult to change. A person’s attitudes settle

into a consistent pattern, and to change a singer attitude require major adjustment in other

attitudes.

CONSUMER’S AWARENESS

Consumers become aware of their products mainly through various media’s advertisements

which are as follows:

1)DAILIES 2)MAGAZINES 3)POSTERS AND BILLS HOARDING

4)FILM ADVERTISING 5)RADIO ADVERTISING

6) TELEVISION ADVERTISING 7) EXHIBITION

CONSUMER BEHAVIOUR

Consumer behavior means how a consumer basically reacts to marketing strategies and

appeals relating to different products. This is to have an insight to look into his feelings on

different product mix and difference aspects of a product that is quality, pricing etc.

Consumer behavior reflects awareness, right through post purchase evaluation, indicating

satisfaction or non-satisfaction from the purchases. The logic of the consumer’s satisfaction

can be explained further. Before becoming a consumer the person has certain wants and

needs. Problem recognition, search for information, evaluation of information, purchase

decision and post purchase or post evaluation influence such as the family, social groups

culture, economics and business influences structures, distribution management, research,

economic, information, credit plans, technical services, floor stock in case of price

fluctuation, literature samples, models, sales promotion and display material. Professor

shareware defines consumer behavior as “All psychological and physical behavior of

potential customers as they evaluate purchase, consume and think about the product its

services”.

The consumer decisions are not hallow. Cultural, social, personal and psychological factors

substantially influence the purchaser or the buyer. Through most part of it is “Non

controllable” by the marketers, it is also taken into account.

CULTURAL FACTOR

Cultural factors such as buyer’s culture, sub-culture and social class identification bear in

depth in the wide influence over consumer behaviour.

1) CULTURE 2) SUB-CULTURE



SOCIAL FACTORS

A consumer’s behaviour is also influenced by social factors, such as the consumer’s reference

groups, family and social roles and status.

B) FAMILY

Family is also of the factors, which affects the consumer behaviour to a certain extend (i.e.,)

if the size of the family is large, the demand for consumption will be more. Where as if the

size of the family is small, the demand for consumption will be less.

PERSONAL FACTORS

A buyer’s decisions are influenced by personal award characteristics, notably the buyer’s age

and life cycle stage, occupation, economic circumstances, life style and personality and self-

concept.

1)AGE AND LIFE-CYCLE STAG 2)OCCUPATION 3)ECOMONIC

CIRCUMSTANCES 4 ) LIFE STYLE 5) PERSONALITY AND SELF-CONCEPT

6) INCOME 7) SEX

PSYCHOLOGICAL FACTORS

1) MOTIVATION 2) PERCEPTION 3) LEARNING 4) BELIEFS AND

ATTITUDES 5) BRAND LOYALTY

BUYING PROCESS

There are five different roles that persons can play in a buying decision.

1) INITIATION 2) INFLUENCER 3) DECIDER 4) BUYER 5) USER

CONSUMERISM

Consumer-orientation can thus leads to helping the consumer to fulfill his needs by offering

appropriate products at reasonable prices, apart from helping the consumer it is in the long-

term interest of the consumer. If a marketer does not do so, as in countries like USA, the

consumerism movement will gain extra momentum. Consumerism means that the consumer

looks upon the manufactures as somebody who is interested by who really do not know what

the consumer’s requirement are.

Consumerism helps to improve quality standards, self placing, detection of fraud and

deceptions, providing better information to consumer for making comparison of values and

providing effective chemicals for consumer complaints. Educated consumers all over the

world choose the best product but in India many people are illiterates and are not able to

choose the best thing

DATA ANALYSIS AND INTERPRETATIONS.

TABLE No.1 GENDER WISE CLASSIFICATION

S. No. Sex No. of Respondents Percentage of the Respondents

1. Male 125 96.16

2. Female 5 3.84

Total 130 100



TABLE No.2 OCCUPATIONWISE CLASSIFICATION .

S. No. Occupation No. of Respondents Percentage of the

Respondents

1. Business 56 43.07

2. Employees 24 18.45

3. Students 32 24.63

4. Professionals 18 13.85

Total 130 100

TABLE No.3 INCOMEWISE CLASSIFICATION

S.

No.

Annual Income No. of

Respondents

Percentage of the

Respondents

1. Upto Rs.50,000 44 33.85

2. Rs.5, 00,01-75,000 34 26.15

3. Rs.75, 001-1,00,000 34 26.15

4. Rs.1,00,000 and above 18 13.85

Total 130 100

TABLE No.4 QUALIFICATIONWISE CLASSIFICATION

S. No. Education Qualification No. of

Respondents

Percentage of the

Respondents

1. School Education 54 41.54

2. Under graduation 33 25.37

3. Post graduation 22 16.92

4. Technical education 14 10.78

5. No formal education 7 5.39

Total 130 100

TABLE No.5 TYPES OF VEHICLES USED BY CUSTOMERS

S. No. Types of vehicle No. of

Respondents

Percentage of the Respondents

1. TVS sport 77 59.23

2. TVS Star City 53 40.76

Total 130 100

TABLE No.6 SOURCE OF AWARNESS ABOUT BIKES

S. No. Sources of

Awareness

No. of

Respondents

Percentage of the

Respondents

1. Advertisement 40 30.76

2. Friends 28 21.53

3. Relatives 23 17.69

4. Personal experience 39 30.00

Total 130 100



TABLE No.7 MILEAGE OF THE BIKE GIVEN BY CUSTOMERS

S. No. Mileage of the

Bike

No. of

Respondents

Percentage of the

Respondents

1. 0-50 20 15.38

2. 50-60 54 41.53

3. 60-70 46 35.38

4. 70 and above 10 7.69

Total 130 100

TABLE No.8 OPINION ABOUT ROAD GRIP

S. No. Road Grip No. of

Respondents

Percentage of the

Respondents

1. Highly Satisfied 66 50.76

2. Satisfied 44 33.84

3. Neither satisfied nor

Dissatisfied

19 14.61

4. Dissatisfied 1 0.76

Total 130 100

TABLE No.9 USAGE OF BIKES BY THE CUSTOMERS

S. No. Month No .of

Respondents

Percentage of the

Respondents

1. 1-4 43 33.07

2. 5-8 37 28.46

3. 9-12 32 24.61

4. 12 and above 18 13.84

Total 130 100

TABLE No.10 OPNION ABOUT PRICE OF THE VEHICLE

S. No.

Price of Vehicle No. of

Respondents

Percentage of the Respondents

1. Upto Rs.30,000 79 60.76

2. Rs.30, 001-40,000 22 16.92

3. Rs.40,001 and above 29 22.31

Total 130 100

TABLE No.11 COMPARISON OF PREFERRED TVS VEHICLE AND SOURCE OF

AWARENESS

S.No. ADVERTISET FRIENDS RELATIVES PERSONAL

EXPERICENCE

TOTAL

TVS SPORT

(12.30)

13

(10.00)

9

(6.92)

26

(20.00)

64

(49.23)

TVS STAR

CITY

24

(18.46)

15

(11.53)

14

(10.76)

13

(10.00)

66

(50.76)

TOTAL 40

(30.76)

28

(21.53)

23

(17.69)

39

(30.00)

130

(100)



TABLE No.12 COMPARISION OF EDUCATIONAL QUALIFICATION AND

SOURCE OF AWARENESS

SOURCE OF

AWARENESS

EDUCATIONAL

QUALIFICATION

ADVERTISEME

NT

FRIENDS

RELATIVES

PERSON

AL

EXPERI

CENCE

TOTA

L

SCHOOL

EDUCATION

11

(8.46)

13

(10.00)

10

(7.70)

20

(15.38)

54

(41.54)

UNDER

GRADUATION

7

(5.39)

8

(6.15)

7

(5.39)

11

(8.46)

33

(25.37)

POST GRADUATION

15

(11.54)

4

(3.08)

2

(1.54)

1

(0.77)

22

(16.92)

TECHNICAL

EDUCATIONAL

4

(3.08)

1

(0.77)

3

(2.31)

6

(4.62)

14

(10.78)

TOTAL

40

(30.76)

28

(21.54)

23

(17.69)

39

(30.00)

130

(100)

TABLE No.13 COMPARISON OF EDUCATIONAL QUALIFICATION AND

SOURCE OF AWARENESS

VEHICLE NAME

SEX

TVS SPORT

TVS

STAR

CITY

TOTAL

MALE 75

(57.69)

50

(38.46)

125

(96.15)

FEMALE 2

(1.53)

3

(2.30)

5

(3.84)

TOTAL

77

(59.23)

53

(40.76)

130

(100)

TABLE No.14 COMPARISON OF OCCUPATION AND OWNERSHIP OF TVS

TWO WHEELER

VEHICLE NAME

OCCUPATION

TVS SPORT

TVS STAR

CITY

TOTAL

BUSINESS 23

(17.69)

12

(9.23)

35

(26.92)

EMPLOYEES 18

(13.84)

15

(11.53)

33

(25.38)



STUDENTS 28

(21.53)

11

(8.46)

39

(30.00)

PROFESSIONALS 10

(7.69)

13

(10.00)

23

(17.69)

TOTAL 79

(60.76)

51

(39.23)

130

(100)

TABLE No.15 COMPARISON OF OCCUPATION WITH MILAGE OF THE BIKE

OCCUPATION

MILAGE

BUSINESS

EMPLOYEE

STUDENT

PROFES

SIONAL

TOTAL

0-50

8

(6.15)

6

(4.61)

4

(3.07)

2

(1.53)

20

(15.38)

50-60

26

(20.00)

12

(9.23)

8

(6.15)

8

(6.15)

54

(41.53)

60-70

17

(13.07)

10

(7.69)

6

(4.61)

13

(10.00)

46

(35.38)

70 - Above

3

(2.30)

4

(3.07)

- 3

(2.30)

10

(7.69)

TOTAL

54

(41.53)

32

(24.61)

18

(13.84)

26

(20.00)

130

(100)

TABLE No.16 COMPARISON OF LEVEL OF SATISFACTION WITH ROAD GRIP

LEVEL OF

SATISFACT

ION

VEHICLE

NAME

HIGHLY

SATISFACTI

ON

SATISFIE

D

NIETHER

SATISFIE

D NOR

DISSATIS

FIED

DISSATI

SFIED

HIGHLY

DISSATI

SFIED

TOTA

L

TVS STAR

CITY

24

(18.46)

18

(13.84)

7

(5.38)

1

(0.76)

- 50

(38.46)

TVS SPORT

42

(32.30)

26

(20.00)

12

(9.23)

- - 80

(61.53)

TOTAL

66

(50.76)

44

(33.84)

19

(14.61)

1

(0.76)

- 130

(100)

TABLE No.17 COMPARISON OF OCCUPATION WITH THEIR USING THE BIKE

OCCUPATION

MONTH

BUSINESS

EMPLOYEE

STUDENT

PROFES

SIONAL

TOTAL

1-4

8

(6.15)

10

(7.69)

12

(9.23)

13

(10.00)

43

(33.07)

5-8

11

(8.46)

14

(10.76)

5

(3.84)

7

(5.38)

37

(28.46)

8-12

10

(7.69)

12

(9.23)

3

(2.30)

7

(5.38)

32

(24.61)



12 & ABOVE

6

(4.61)

9

(6.92)

- 3

(2.30)

18

(13.84)

TOTAL

35

(26.92)

45

(34.61)

20

(15.38)

30

(23.07)

130

(100)

TABLE No.18 COMPARISON OF PREFERRED TVS TWO WHEELER AND

LEVEL OF SATISFACTION

LEVEL OF

SATISFACTI

ON

VEHICLE

NAME

EXEMPLAR

Y

SATISFIED

NORMAL

NOT

SATISFIE

D

POOR

TOTAL

TVS SPORT

13

(10)

25

(19.23)

20

(15.38)

3

((2.30)

- 61

(46.92)

TVS STAR

CITY

19

(14.61)

29

(22.30)

19

(14.61)

2

(1.53)

- 69

(53.07)

TOTAL

32

(24.61)`

54

(41.53)

39

(30.00)

5

(3.84)

- 130

(100)

TABLE No.19 COMPARISON OF EDUCATIONAL QUALIFICATION WITH

OCCUPATION

OCCUPATION

EDUCATIONAL

QUALIFICATION

BUSINESS

EMPLOYEE

STUDENT

PROFESIONAL

TOTAL

SCHOOL

EDUCATION

39

(30.00)

9

(6.92)

6

(4.62)

-

54

(41.54)

UNDER

GRADUATION

6

(4.62)

6

(4.62)

21

(16.15)

-

33

(25.37)

POST

GRADUATION

-

7

(5.39)

3

(2.30)

12

(9.23)

22

(16.92)

TECHNICAL

EDUCATIONAL

4

(3.07)

2

(1.54)

2

(1.54)

6

(6.62)

14

(10.78)

NO FORMAL

EDUCATION

7

(5.39)

-

-

-

7

(5.39)

TOTAL

56

(43.07)

24

(18.45)

32

(24.63)

18

(13.85)

130

(100)



TABLE No.20 COMPARISON OF OCCUPATION AND ANNUAL INCOME OF

THE FAMILY.

ANNUAL

INCOME

OCCUPATION

UPTO

-

Rs.50,000

Rs.50,001

-

Rs.75,000

Rs.75,001

-

Rs.1,00,000

Rs.1,00,001

AND

ABOVE

TOTAL

BUSINESS 16

(12.30)

17

(13.07)

17

(4.62)

6

(4.62)

56

(43.07)

EMPLOYEES 10

(7.70)

3

(2.31)

6

(3.84)

5

(3.84)

24

(18.45)

STUDENTS 13

(10.00)

10

(7.70)

6

(3.84)

3

(2.31)

32

(24.63)

PERFESSIONALS 5

(3.84)

4

(3.08)

5

(3.84)

4

(3.08)

18

(13.85)

TOTAL 44

(33.85)

34

(26.15)

34

(26.15)

18

(13.85)

130

(100)

TABLE No.21 COMPARISON OF FAMILY INCOME AND EXPENDITURE ON

THE PURCHASE OF VEHICLE

PRICE OF

VEHICLE

ANNUAL INCOME

BELOW

-

Rs.30,000

Rs.30,001

-

Rs.40,000

Rs.40,001

AND ABOVE

TOTAL

BELOW-50,000 35

(26.92)

7

(5.39)

2

(1.54)

44

(33.85)

50,001 – 75,000 18

(13.85)

6

(4.62)

10

(7.70)

34

(26.15)

75001 – 1,00,000 18

(13.85)

7

(5.39)

9

(6.92)

34

(26.15)

1,00,001 AND

ABOVE

8

(6.15)

2

(1.54)

8

(6.15)

18

(13.85)

TOTAL 79

(60.76)

22

(16.92)

29

(22.31)

130

(100)

TABLE No.22 COMPARISON OF OWNERSHIP OF TVS TWO WHEELER AND

AGE OF RESPONDENTS

AGE

VEHICLE

NAME

20-29

30-39

40-49

50-59

60 AND

ABOVE

TOTAL

TVS SPORT 32

(24.61)

18

(13.84)

10

(7.69)

5

(3.84)

2

(1.53)

67

(51.53)

TVS STAR CITY

25

(19.23)

14

(10.76)

13

(10)

7

(5.38)

4

(3.07)

63

(48.46)

TOTAL

57

(43.84)

32

(24.61)

23

(17.69)

12

(9.23)

6

(4.610

130

(100)



SUMMARY AND CONCLUSION

Based on the study, the observation consists of a market survey with 130 respondents in

Kanchipuram town. For this study, a structured questionnaire with both open and closed

ended questions was used to collect the required data from the month of December to march

2011.

Among the various source of awareness, advertisement is the major source with 30.77%

creating awareness about TVS two wheelers in the study area. Among the different

categories of educational qualification of the respondents, school education covers a major

share of 41.54% in the study area.

Among the different categories of occupation of the respondents, business man covers a share

of 43.07% and student cover a share of 24.63% In Kanchipuram town, people are mostly

small businessman and students are available to meet and conduct survey, why because

others has gone to their work to nearby cities, town, etc. The owner of TVS two wheelers

like,

Tvs SPORT, STAR CITY has mostly preferred Saradas auto agencies. Among the total

respondents 43.07% respondents are businessmen and 24.63% respondents are students in the

study area.

Out of the total respondents 33.85% respondents comes under the income group of

Rs.50,000 per annum, 26.15% respondents comes under income group Rs.50,000 to

Rs.75000 per annum and 26.15% respondents comes under the income group of Rs.75,000 to

Rs.1 lakh per annum in the study area.

Among the total respondents, 60.76% respondents own a bike worth of below Rs.30,000

in the study area. Among the total respondents, 46.15% respondents comes under up to 29

age group and 24.62respondents comes under the age group between 30 to 39 in the study

area

From this it is clear that the survey was conducted mainly with small business people and

students in Kanchipuram. In kanchipuram more than 50% are comes under middle-income

group. The disposable income of the most of the people in kanchipuram town is low. In

kanchipuram town more than 70% of vehicle owners are youngsters. It is concluded that the

sales of Saradas Auto Agencies for TVS two wheelers are good because of the right approach

of a group of sincere mechanics.Though, it is providing good service; it is struggling with

hect

ic competition due to the mushroom growth and functioning of unauthorized centers in

kanchipuram. In order to retain its customers the Saradas Auto Agencies should Enforce

norms to all the mechanics to follow the right approach in attending the customers. Take

necessary steps in cooperation with TVS Company to restrict the sale of genuine spare parts

only to those vehicles being serviced in authorized service centers.



REFERENCES

Auto India Magazine

Automobile Journal

Indian Auto Magazine

Peter Drucker, Marketing Management, prentice Hall of India pvt. Ltd., New Delhi 1988.

Philip.Kotler – Marketing Management – millennium Edition Prentice Hall of India, New

Delhi 2000.

www.tvsmotor.co.in

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INTERNATIONAL JOURNAL OF MANAGEMENT …ijmrr.com/admin/upload_data/journal_Arut 16.pdfINTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH ... SAREES OF KANCHIPURAM” is ... respondents include