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A study on effective promotional activity for filters in Lucas-TVS

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Described about the main factors that lead to decrease in sales of filters in 2011....

Described about the main factors that lead to decrease in sales of filters in 2011.
Also recommended a better & unique promotional strategy for gaining a reasonable share in the present competitive market.
For further queries mail me to arunhsr@hotmail.com
or contact me in my address..;)
6/4,Vasavi Nilayam,
Lakshmi Narayana Nagar,
Hosur-635109.
Tamil Nadu.

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A study on effective promotional activity for filters in Lucas-TVS A study on effective promotional activity for filters in Lucas-TVS Document Transcript

  • Report onA STUDY ON EFFECTIVE PROMOTIONAL ACTIVITIES FOR FILTERS IN LUCAS-TVS Prepared by R.Arun Kumar Registration no: 10SBCM0284 Under the Guidance of Prof. Jacob AlexanderIn partial fulfillment of the Course-Industry Internship Programme (IIP) in Semester II of the Post Graduate Programme in Management (Batch: Aug 2010-12) Alliance University School of Business Chikkahagade Cross, Chandapura - Anekal Main Road, Anekal, Bangalore - 562106, Karnataka, India Page 1
  • Post Graduate Programme in Management Industry Internship Programme (IIP) DeclarationThis is to declare that the Report entitled “A STUDY ON EFFECTIVE PROMOTIONALACTIVITIES FOR FILTERS IN LUCAS-TVS” has been made for the partial fulfillment ofthe Course: Industry Internship Programme (IIP) in Semester II (Batch: August 2010-12) by meat Lucas-TVS (organization) under the guidance of Prof. Jacob AlexanderI confirm that this Report truly represents my work undertaken as a part of my IndustryInternship Programme (IIP). This work is not a replication of work done previously by any otherperson. I also confirm that the contents of the report and the views contained therein have beendiscussed and deliberated with the Faculty Guide.Signature of the Student :Name of the Student (in Capital Letters) : R.ARUN KUMARRegistration No : 10SBCM0284 Page 2
  • Post Graduate Programme in Management CertificateThis is to certify that Mr. R.Arun Kumar. Regn. No.10SBCM0284 has completed the Reportentitled “A STUDY ON EFFECTIVE PROMOTIONAL ACTIVITIES FOR FILTERS INLUCAS-TVS” under my guidance for the partial fulfillment of the Course: Industry InternshipProgramme (IIP) in Semester II of the Post Graduate Programme in Management (Batch: Aug2010 – 2012).Signature of Faculty Guide:Name of the Faculty Guide: Prof. Jacob Alexander Page 3 View slide
  • ACKNOWLEDGEMENTFirst and foremost, I would like to thank my Faculty Guide, Prof. Jacob Alexander for hisclosely monitoring my work and giving feedback ensuring that the work I did was relevant to themarket as well in keeping with the academic requirements.I would also like to thank my Industrial Guide, G.N.Balasubramaniyan, for giving me theopportunity to work at Lucas-TVS marketing unit. He was flexible in allowing me do work thatwas useful for Lucas-TVS while at the same time was in alignment to the college needs.My thanks to all other faculties, seniors and batch mates of Alliance who have been of immensehelp and have always been ready to help me irrespective of their other commitments.R.Arun Kumar. Page 4 View slide
  • TABLE OF CONTENTSEXECUTIVE SUMMARY……………………………………………………………. 081. INTRODUCTION………………………………………………………………… 10 1.1 INDUSTRY PROFILE (AUTOMOBILE)……...……………………………. 12 1.2 COMPANY PROFILE (Lucas-TVS)…..……………………….…………….. 25 1.3 PRODUCT/PROJECT PROFILE…………………………………………….. 342. METHODOLOGY……………………………………………………………….. 35 2.1 PROBLEM STATEMENT…………………………………………………… 36 2.2 OBJECTIVE………………………………………………………………...... 36 2.3 RESEARCH METHODOLOGY……………………………………………... 36 2.3.1 SOURCES OF DATA……………………………………………… 36 2.3.2 SAMPLING PLAN………………………………………………… 37 2.3.3 TOOLS USED FOR DATA COLLECTION…………………........ 38 2.4 LIMITATIONS OF THE STUDY……………………………………………. 393. ANALYSIS & FINDINGS……………………………………………………….. 404. RECOMMENDATIONS…………………………………………………………..675. CONCLUSION ……………………………………………………………………696. LEARNING OUTCOME………………………………………………………… 71BIBILIOGRAPHY…………………………………………………………………….. 73ANNEXTURE………………………………………………………………………….75 Page 5
  • TABLE OF FIGURESFig 1: The domestic market share 2010-11…………………………………………………21Fig 2: Air Filters…………………………………………………………………………… 30Fig 3: Fuel Filters………………………………………………………………………….. 31Fig 4: Oil Filters…………………………………………………………………………… 32Fig 5: Awareness to dealers about filters produced by Lucas-TVS……………….............. 41Fig 6: Awareness to mechanics about filters produced by Lucas-TVS……………………. 42Fig 7: Preference of dealers towards purchasing filters…………………………………… 43Fig 8: Preference of mechanics towards purchasing filters……………………….............. 44Fig 9: Reasons for preferring that brand by dealers……………………………….............. 45Fig 10: Reasons for preferring that brand by mechanics………………………….............. 46Fig 11: Dealers opinion on factors influencing customers on purchasing filters….............. 47Fig 12: Mechanics opinion on factors influencing customers on purchasing filters………. 48Fig 13: Purchase of Lucas-TVS filters by dealers…………………………………………. 50Fig 14: Purchase of Lucas-TVS filters by mechanics…………………………………….. 51Fig 15: Promotional activity for Lucas-TVS by dealers…………………………………… 54Fig 16: Promotional activity for Lucas-TVS by mechanics………………………………. 55Fig 17: Dealers ranking based on filter products………………………………………….. 56Fig 18: Mechanics ranking based on filter products………………………………............. 57Fig 19: Dealers opinion to improve sales of filters………………………………………… 58Fig 20: Mechanics opinion to improve sales of filters…………………………………….. 59Fig 21: Visiting of dealers by company representative……………………………............. 60Fig 22: Visiting of mechanics by company representative…………………………………61 Page 6
  • LIST OF TABLESTable 1: Major players of the automobile industry in India……………………………….. 15Table 2: Business activities of Eicher group………………………………………………. 18Table 3: The domestic market share 2010-11……………………………………………… 21Table 4: Sample size of the survey………………………………………………………… 37Table 5: Awareness to dealers about filters produced by Lucas-TVS…………….............. 41Table 6: Awareness to mechanics about filters produced by Lucas-TVS…………………. 42Table 7: Preference of dealers towards purchasing filters…………………………………. 43Table 8: Preference of mechanics towards purchasing filters…………………………….. 44Table 9: Reasons for preferring that brand by dealers…………………………………….. 45Table 10: Reasons for preferring that brand by mechanics……………………………….. 46Table 11: Dealers opinion on factors influencing customers on purchasing filters………. 47Table 12: Mechanics opinion on factors influencing customers on purchasing filters……. 48Table 13: Purchase of Lucas-TVS filters by dealers………………………………………. 50Table 14: Purchase of Lucas-TVS filters by mechanics…………………………………… 51Table 15: Opinion about the usage of filters…………………………………………......... 52Table 16: Promotional activity for Lucas-TVS by dealers………………………………… 54Table 17: Promotional activity for Lucas-TVS by mechanics…………………………….. 55Table 18: Dealers ranking based on filter products……………………………………….. 56Table 19: Mechanics ranking based on filter products………………………………......... 57Table 20: Dealers opinion to improve sales of filters……………………………………… 58Table 21: Mechanics opinion to improve sales of filters………………………………….. 59Table 22: Visiting of dealers by company representative……………………………......... 60Table 23: Visiting of mechanics by company representative……………………………… 61Table 24: Group statistics and Independent test in terms of making profit by mechanic…..63Table 25: Group statistics and Independent test in terms of profit margin by dealers ……. 64 Page 7
  • EXECUTIVE SUMMARY Page 8
  • Lucas - TVS joint venture of Lucas Industries plc., UK and T V Sundaram Iyengar &Sons (TVS), India, to manufacture Automotive Electrical Systems. One of the top ten automotivecomponent suppliers in the world, Lucas Varity was formed by the merger of the LucasIndustries of the UK and the Varity Corporation of the US in September 1996. The companydesigns, manufactures and supplies advanced technology systems, products and services to theworlds automotive, after market, diesel engine and aerospace industries. Lucas-TVS Limitedprovides: Air Freight Services, Alternators, Headlamp Washing Systems, Ignition Coils, MotorBases, Starter Motors, Starters and filters. The project undertaken is a study on the product promotion of filters produced by Lucas-TVS. The focus of the study was to understand the reasons for the decrease in the sales of filterproducts, when compared with their level of expectation and identify the issues & concernsfollowed by the suggestions to fill the gap. The study involves working with salesman of Lucas-TVS for the purpose of getting opinions from the dealers and mechanic/end users regarding thesurvey. The primary data was collected by visiting the market along with the salesrepresentatives. Various data were collected and was used to understand the competitor‟sstrategy at the ground level which helped to respond accordingly for the marketing unit. Page 9
  • 1. INTRODUCTION Page 10
  • Lucas-TVS Limited follows the multi market strategy where the risk is being diversifiedand serves several markets. Lucas-TVS manufacture products such as: Alternators, HeadlampWashing Systems, Ignition Coils, Motor Bases, Starter Motors, Starters and filters. Lucas-TVSstarted to produce filters only from the middle of the year 2009. Right now they aremanufacturing filters around 50 varieties for four wheelers including heavy commercial vehicles.The entering of Lucas-TVS in to manufacturing of filters can be referred as laggard entry. Theearlier companies in to this field are Mico Bosch, Purolator, Fleet Guard, Elofic etc... Thecompetition is high regarding the sales of filters. This is due to the awareness and the trustestablished by the end users towards the previous companies. As the filter products of Lucas-TVS falls under the laggard entry strategy, they have toserve the needs of the market better than the present firms. As they need to serve the market in abetter manner and capture the market share, they are providing many offers and promotionalschemes to the dealers/retailers right now. As the end users are mostly mechanic, Lucas-TVSwhich has a good brand name in the market purely believe in personal selling (in the form ofdealers) rather than creating awareness by advertising to the end users. Right now, the companycan‟t reach out their expected sales in the market because of various factors. In this project a detailed study is done based on all their activities and their effectivenesson their target customers by doing a survey. The survey is mainly done to both dealers andmechanics. The sample size is based on the two types of localities, urban and semi-urban. Thetwo different localities are taken to find whether there is any significant difference between twodifferent localities. This survey based on two different localities gives us a clear knowledgeabout the factors affecting the sales of the product. Page 11
  • 1.1 INDUSTRY PROFILE (AUTOMOBILE INDUSTRY): Automobile, which is a self propelled vehicle used primarily on public roads butadaptable to other surfaces. Automobiles changed the world during 20 th century, particularly inUS and other industrialized nations. The key elements of industrial economies are themanufacturing, sales and servicing of automobiles. Along with job creation and greater mobility,automobile has brought noise and air pollution. Automobile accidents rank as the leading causeof death and injury throughout the world. Automobiles can be classified by size, style, number of doors, and intended use. Thetypical automobile, called car, auto, motorcar, and passenger car, has four wheels and can carryup to six people. Larger vehicles are designed to carry more passengers are called vans,minivans, omnibuses, or buses. Depending on their size and design, those which are used tocarry cargo are called pickups or trucks. Sport-utility vehicles, also known as SUVs, aremore rugged than passenger cars and are designed for driving in mud or snow. In the year 1769, a French engineer by the name of Nicolas J. Cugnot invented the firstautomobile to run on roads. This automobile, in fact, was a self-powered, three-wheeled, militarytractor that made the use of a steam engine. The range of the automobile, however, was verybrief and at the most, it could only run at a stretch for fifteen minutes. In addition, theseautomobiles were not fit for the roads as the steam engines made them very heavy and large, andrequired ample starting time. Oliver Evans was the first to design a steam engine drivenautomobile in the U.S. A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832and 1839. However, Thomas Davenport of the U.S.A. and Scotsman Robert Davidson wereamongst the first to invent more applicable automobiles, making use of non-rechargeable electricbatteries in 1842. Development of roads made travelling comfortable and as a result, the shortranged, electric battery driven automobiles were no more the best option for travelling overlonger distances. Page 12
  • Charles Ketterings invention of the electric starter in 1912, turned the process of startingautomobiles more faster and easier at the same time, doing away with the hand tools. Crude oilbeing discovered in Texas, the automobiles driven by engines that ran on gasoline became evenmore affordable, as the prices of gasoline reduced. The prices of electric automobiles were goingthrough a constant rise, in spite of the fact that these were less efficient than the gasolineautomobiles. Jean Joseph Étienne Lenoir was the first to invent an internal combustion engine that ranon petroleum and attached it to a three-wheeled carriage, and successfully traversed a distance offifty miles in 1863.Karl Benz manufactured the first automobile ( a three-wheeled car) that wasaffordable and compatible for travelling over long distances for its internal combustion enginethat ran on gas, in 1886.Later in 1887, Gottlieb Daimler was the first to invent the predecessor ofthe modern automobile with an engine that had a vertical cylinder in addition to a gasoline drivencarburetor. First building a two-wheeled automobile (“Reitwagen”), Daimler was again the firstto build a four-wheeled automobile in 1886. The engines manufactured by Daimler wereimproved upon and these portable and fast engines made automobiles the way we see themtoday. The advanced engines turned the slow, expensive automobiles of the yesteryears, a thingof the past, and cars became more affordable as both the prices of gasoline and petroleum as wellas the manufacturing costs reduced through their mass manufacture at the assembly lines offactories. Penhard and Levassor in 1889, and Peugeot in 1991 became the earliest massmanufacturers of the modern automobiles. At present, Indian automobile industry is making a major contribution in increasing thecountrys GDP by 9% every year. New heights have been scaled by the industry in the year 2010.In January 2010, total automobile sales in the domestic market reached 11,14,157 units, thisshows an increment of 44.9% compared to the sales units of 7,68,698 of same period last year.Even for the month of April-October after a gap of 11 years, total automobile sales in India stoodat 1,120,081 Units. Annually, the Indian automobile industry is growing at an average rate of30% and marking itself as one of the fastest growing industries in India. According to the reports Page 13
  • of Society of Indian Automobile Manufacturers (SIAM), annual car sales are estimated to reach5 million vehicles by 2015 and more than 9 million by 2020. New York Times reports, severalautomobile companies like Hyundai Motors, Nissan, Toyota, Volkswagen and Suzuki haveexpanded their manufacturing facilities owing to Indias strong engineering base and expertise inthe manufacturing of low-cost, fuel-efficient cars.Some of the statistics for the Automobile Industry are,  At present, India is the second largest market for two & three wheelers after China.  India along with China is the largest manufacturers in the world in the production of tractors.  The subcontinent stands as the 4th largest producer of trucks in the world.  Our country is positioned 11th in car production in the world in passenger car segment.  In India car penetration per 1000 is only 7 compared to 500 in Germany.  India will become the world‟s third largest automobile market by 2030, behind just China and the US. – ( Forecasted by US-based consultancy Keystone-a subsidiary of LaSalle Consulting Associates) Page 14
  • 1.1.1 MAJOR PLAYERS OF THE AUTOMOBILE INDUSTRY IN INDIA: The largest manufacturers in each segment within the automobile industry in India aregiven in the Table 1. Car Market Heavy Vehicles Market Maruti Suzuki Ashok Leyland Hyundai Motors Eicher Motor Ltd Tata Motors Tata Motors Mahindra & Mahindra Swaraj Enterprise Hindustan Motors Force Motor Honda siel cars India Ltd Fiat India Pvt Ltd Reva Electric Car Co. General Motors Ford India Ltd Toyota Kirloskar Motor Ltd Skoda Auto India Private Ltd Table 1: Major players of the automobile industry in India1.1.1.1 CAR SEGMENT:1.1.1.1.1 Maruti Suzuki: Maruti Suzuki India Ltd. This was formerly known as the Maruti Udyog Ltd. Is asubsidiary of the Japan based Suzuki Motor Corporation. The company offers around 14 brands and over 150 variants of cars across a wide rangeof segments. It is one of the biggest and one of the first companies to serve India in car segments.Maruti was the first Company which studied the consumer demand and reacted to it. Marketsegmentation strategy adopted by Maruti is to target different income level people and withdifferent models or variants of cars. The company is also listed on Bombay Stock Exchange and National Stock exchange. Page 15
  • 1.1.1.1.2 Hyundai Motors: Hyundai entered into the Indian market in the year 1996 through its subsidiaryHMIL.HMIL presently markets 6 models of cars across different segments. It manufactures carslike the Santro, i10, i20, Accent, Verna, Sonata and the Santa Fe. HMIL is the first automotive company in India that has managed to export around 10lakh cars in just over a decade. The present market share of HMIL as of 2010 is 13.52%.1.1.1.1.3 Mahindra & Mahindra: Mahindra & Mahindra Limited is the company of the Mahindra Group, based in Mumbai,India. The company was Formed in 1945 in Ludhiana as Mahindra & Mohammed by brothersK.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed. The company changed itsname to Mahindra & Mahindra in 1948. Mahindra & Mahindra was basically a steel trading company in 1945. But soon it movedto manufacturing general-purpose utility vehicles, starting with assembly under license of theiconic Will‟s Jeep in India. M&M later moved into the manufacturing of light commercial vehicles (LCVs) andagricultural tractors. Today, M&M is the leader in the utility vehicle segment in India with itsUV Scorpio and enjoys a growing global market presence in both the automotive and tractorbusinesses.1.1.1.1.4 General Motors: GMIPL is a subsidiary of General Motors that is into the automobile business in India. Itis the 5th largest automobile manufacturing company in India. In 1994 GMIPL was formed as a joint venture, where owned 50 percent by HindustanMotors and 50 percent by General Motors. GM bought out the Hindustan Motors interest in1991. In 2003 it started production of Chevrolet vehicles at Haloi location. Page 16
  • In 2000, GM moved its headquarters to Gurgaon. In 2003, the company also opened itstechnical center operations in Bangalore, which included research and development and vehicleengineering activities. The technical center was expanded to include purchasing and financial support servicesfor General Motors operations located outside of India (2006), vehicle engine and transmissiondesign and engineering (2007) and a vehicle design studio (2007). GMIPL now has a second vehicle assembly plant in Talagaon, which started productionof Chevrolet vehicles in September 20081.1.1.2 HEAVY VEHICLES SEGMENT:1.1.1.2.1 Ashok Leyland Ltd: For over five decades, Ashok Leyland has been the technology leader in Indiascommercial vehicle industry, molding the countrys commercial vehicle profile by introducingtechnologies and product ideas that have gone on to become industry norms. From 18 seater to 82 seater double-decker buses, from 7.5 tonne to 49 tonne in haulagevehicles, from numerous special application vehicles to diesel engines for industrial, marine andgenset applications, Ashok Leyland offers a wide range of products.1.1.1.2.2 Eicher Motors Ltd: Eicher began its business operations in 1959 with the roll out of India‟s first tractor.Today the Eicher group is a significant player in the Indian automobile industry with a grossturnover of over 19000 million in the year 2005-06. Eicher group has diversified business interests in design & development, manufacturingand local/international marketing of Trucks & Buses, Motorcycles, Automotive Gears and Page 17
  • components. Eicher Motors Limited comprises of the automotive business of the Eicher group.The table 2 describes about the business activities of the company are carried out by itsconstituent business units, each covering a product category. Business Area Products Trucks & Buses VE Commercial Vehicles Ltd Volvo Trucks Gears & Shafts Royal Enfield Motorcycles Table 2: Business activities of Eicher group1.1.1.2.3 Tata Motors: Tata Motors Limited is India‟s largest automobile company, with consolidated revenuesof Rs.1,23,133 crores (USD 27 billion) in 2010-11. It is the leader in commercial vehicles ineach segment, and among the top three in passenger vehicles with winning products in thecompact, midsize car and utility vehicle segments. The Company is the worlds fourth largesttruck manufacturer, and the worlds third largest bus manufacturer. The Companys over 25,000 employees are guided by the vision to be "best in the mannerin which we operate, best in the products we deliver, and best in our value system and ethics." In January 2008, Tata Motors unveiled its Peoples Car, the Tata Nano, which India andthe world have been looking forward to. The Tata Nano has been subsequently launched, asplanned, in India in March 2009. A development, which signifies a first for the globalautomobile industry, the Nano brings the comfort and safety of a car within the reach ofthousands of families. The standard version has been priced at Rs.100,000 (excluding VAT andtransportation cost). Tata Motors, the first Company from Indias engineering sector to be listed in the NewYork Stock Exchange (September 2004), has also emerged as an international automobilecompany. Page 18
  • 1.1.1.2.4 Force Motors: A fully vertically integrated and complete automobile company - concentrating onsatisfying customer needs with high quality, high utility and high technology products throughsuperior product design, production engineering, hi-tech manufacturing and innovativemarketing. The word Force to us is not just the product of mass and acceleration. It reflects ourvalues of ethical business, our strength in technology, in manufacturing and our energy inproduct development. It is also the binding force in our close and mutually beneficial relationswith our customers, dealers, suppliers and business associates. Force is the dynamism with whichwe venture into our future supported by the array of Technical Collaborations and BusinessAlliances with world leaders like MAN, Daimler Chrysler.1.1.2 GLOBAL SCENARIO: Over the years, the industry has grown significantly to become as one of the well-established industries all over the world. The global automotive industry has been evolvingthrough different phases characterized by its own developments. Over a period of time, theindustry has witnessed several ups and downs, only to emerge stronger and better equipped totake on the challenges. General Motors, established in 1908 in Michigan, USA is almostcompleting a century of operation. Later, it was Henry Ford, who in the year 1914, endeavored inthe mass production of cars, reducing the costs of manufacturing. In fact, these two companiesare considered to be the pioneers in the automobile industry for bringing in innovation andsetting high standards in the industry. In 2007, a total of 79.9 million new automobiles were sold worldwide: 22.9 million inEurope, 21.4 million in Asia-Pacific, 19.4 million in USA and Canada, 4.4 million in LatinAmerica, 2.4 million in the Middle East and 1.4 million in Africa. The markets in North Americaand Japan were stagnant, while those in South America and other parts of Asia grew strongly. Ofthe major markets, China, Russia, Brazil and India saw the most rapid growth. About 250 millionvehicles are in use in the United States. Around the world, there were about 806 million cars and Page 19
  • light trucks on the road in 2007; they burn over 260 billion gallons of gasoline and diesel fuelyearly [SIAM India – Society of Indian Automobile Manufacturers]. The numbers are increasing rapidly, especially in China. In the opinion of some, urbantransport systems based around the car have proved unsustainable, consuming excessive energy,affecting the health of populations, and delivering a declining level of service despite increasinginvestments. Many of these negative impacts fall disproportionately on those social groups whoare also least likely to own and drive cars. The sustainable transport movement focuses onsolutions to these problems.1.1.3 INDIAN SCENARIO: India is emerging as a source of high value and advanced quality engineering productsand services for multinational companies. India is set to emerge not only as a large domesticmarket for automotive manufacturers, but also as a crucial link in the global automotive chain.Among other industries, the automotive industry in India is understood to be the most dynamic.It has been experiencing strong growth rates after de-licensing of the industry in 1991, whenmajor economic reforms took place in India.1.1.3.1 Size of the industry: The automotive industry is one of the largest industries in India and is of high strategicimportance to the Indian manufacturing sector overall. The industry has been growing at a fastand steady pace over the past five years registering a CAGR of 17 per cent. According to theIndian Brand Equity Foundation (IBEF), India is envisaged to be the third largest automobilemarket in the world by 2030 only behind USA and China. Given below are some of the keyfeatures of the automotive industry in India that indicate the size of the Indian automotiveindustry  Fourth largest market for passenger cars in Asia  Second largest manufacturer of two-wheelers worldwide  Fifth largest manufacturer of commercial vehicles worldwide Page 20
  •  Largest manufacturer of tractors and three-wheelers worldwide The table 3 depicts about the market share for the year 2010-11 according to the category. We can clearly see that more than 75% of the market share is held by the two-wheeler category. Market Share Passenger Vehicles 16.25% Commercial Vehicles 4.36% Three Wheelers 3.39% Two Wheelers 76% Table 3: The domestic market share 2010-11 16.25% 4.36% Passenger Vehicles 3.39% Commercial Vehicles Three Wheelers 76% Two Wheelers Fig 1: The domestic market share 2010-11 The pie chart 1.1.3.1 gives us the information about the domestic share of the automobileindustry according to their category. We can infer that 3/4 th of market share are only by twowheelers. The remaining 1/4 th of the market share is shared by passenger vehicles, threewheelers, and commercial vehicles. These above details are gathered from the source SIAM(Society of Indian Automobile Manufacturers). Page 21
  • 1.1.3.2 Export Trends: Exports have emerged as a significant revenue earner for the vehicle manufacturers inIndia, from past few years. With players‟ aggressive export plans, the next few years are set towitness new levels of industry revenues from exports. The key destinations are the SAARCcountries, European Countries, Middle East, Latin America, and neighboring countries likeBangladesh, and Sri Lanka. Maruti Suzuki, Tata Motors and Hyundai Motor India are keyexporters for passenger cars; Tata Motors and Ashok Leyland for commercial vehicles, and BajajAuto for two and three wheelers. Automobile Export TrendsCategory 2008-09 2009-10 2010-11Passenger Vehicles 22.00% 24.70% 19.40%Commercial Vehicles 2.70% 2.50% 3.30%Three Wheelers 9.70% 9.60% 11.50%Two Wheelers 65.60% 63.20% 65.80% Table 1.1.3.2 Source: SIAM (Society of Indian Automobile Manufacturers) From the table 1.1.3.2, we can infer that two wheelers and three wheelers have a bettergrowth rate when compared to commercial vehicles and passenger vehicles. Page 22
  • 1.1.4 PEST ANALYSIS: PEST analysis refers to the analysis of the environment in which a business operates. It isa tool which helps to minimize the threats and maximize the advantages.1.1.4.1 POLITICAL FACTORS: Tax policies, laws and trade restrictions relating to the industry are included under thiscategory. The liberalization policies of 1991 lead to the opening of new paths of growth for theautomobile sector. The AUTO POLICY proposed by the government in 2002, aimed at converting India intoa globally competitive automobile industry and also a source of automotive components. It alsoaimed at achieving high degree of employment and ensures balance of trade and minimizes therisk for the Indian economy. It facilitates research and development and also encouragesdevelopment of vehicles propelled by some alternative sources of energy. Government of India also introduced environmental regulations to promote healthygrowth of automobile industry. Mass emission norms were introduced for petrol and dieselvehicles in the year 1991 and 1992 respectively. Two-wheelers in India have to follow thestringent emission norms. Use of alternative fuels like bio gas and hydrogen are beingencouraged to ensure a healthy growth of the sector.(Davos, 2006)1.1.4.2 ECONOMIC FACTORS: The level of economic activity affects the commercial use of automobiles in an economy.This includes changes in the interest rate, exchange rates and inflationary rates. The contributionof the automobile industry to the Indian GDP is near about 5% and is expected to grow two-foldby 2016. The rapid growth of the Indian economy has encouraged the global competitors to startup business in India. There has been a growth of 8-10 % in the past 5 years. The improvedstandard of living of the people and the feasible financial schemes has enhanced the growth ofthe automobile sector. Page 23
  • The liberalization further encouraged the de-licensing of automobile industry in India. Ithas permitted 100% FDI in manufacturing of automobiles and its components and also 100%FDI in the automotive route. It allowed easy export and import of automobile and automotivecomponents.1.1.4.3 SOCIAL FACTORS: There has been an increase in the customer base to serve due to the changing life-styles ofpeople. Population growth rate, age distribution and changes in taste and buying behaviour areincluded under social factors. An average family size of 4 in India makes it favourable for the people to purchase moreof passenger cars. Indian customers prefer fuel efficient cars with low running cost; hence thereis a greater preference for compact cars in India.1.1.4.4 TECNOLOGICAL FACTORS: Factors like R&D activities, automation, technology incentives and the rate of technologychange are included here. There has been advancement in technologies due to the entry of globalcompetitors in India. There have been introduction of hybrid vehicles and fuel-efficient cars dueto the environmental issues. In order to capture the market share and economic growth, heavyinvestments on R&D has been done. The Government of India is promoting NATRIP (National Automotive Testing and R&DInfrastructure Project) to support the growth of auto industry in India. Integrated supply chain forthe automobiles has been brought into practice. There has also been development of customizedsolutions for easier collection and analysis of customer feed-back. Technology developmentshave also decreased the use of automobiles to some extent. Internet has lead to the increase in thenumber of people working from home, and has thus reduced the use of automobiles fortransportation. Page 24
  • 1.2 COMPANY PROFILE The TVS Group was established in 1911 by Shri. T V Sundaram Iyengar. As one ofIndias largest industrial entities it epitomizes Trust, Value and Service. Today, there are overthirty companies in the TVS Group, employing more than 40,000 people worldwide and with aturnover in excess of USD 4 billion. With steady growth, expansion and diversification, TVS commands a strong presence inmanufacturing of two-wheelers, auto components and computer peripherals. We also havevibrant businesses in the distribution of heavy commercial vehicles passenger cars, finance andinsurance. Lucas - TVS established in 1961 as a joint venture between Lucas UK and T V SundramIyengar & Sons (TVS), India to manufacture Automotive Electrical Systems. Lucas-TVS is theLeader in Auto Electricals in India today with 48 years experience in design and manufacturing.4 out of 5 vehicles rolled out daily are fitted with Lucas-TVS products. Lucas - TVS is aTS16949 and OSHAS 18001 certified company. Lucas-TVS has bagged the Deming applicationprice in 2004 from the Japanese Union of Scientists and Engineers (JUSE). Page 25
  • 1.2.1 PEOPLE: Human resource is an asset never disclosed in a companys balance sheet. They at Lucas-TVS strongly believe that an organizations most valued assets are its people who individuallyand collectively contribute to the achievement of the objectives of the business. Keeping this inmind, Lucas-TVSs management style lays great emphasis on employee involvement andactively encourages participation and commitment through Small Group Activities (SGA),Suggestion Schemes, Voluntary Work Teams and the like.1.2.2 CULTURE: A highly visible culture of Commitment, backed up by Discipline & Positive Attitudeprevails across the organization. They believe in the following equation: Employee Performance = (Knowledge + skill) * Will Trust, Value, and Service are the key words and beliefs practiced always internally andexternally. Openness and transparency are seen in leadership styles/ meetings. Internal customer-Supplier equations are extremely strong. SOP (Standard Operating Procedure-shop floor) &SWP (Standard Work Procedure-office areas) are base points of DRM in ‘line and staff’functional departments. TEI (Total Employee Involvement) is the foundation of the organization.Learning culture prevails at all times and all places in the company. 5S is the first step in everyfunction. Approach and outlook of engineers / managers is always bi-focal (short term and longterm). PDCA is the belief and the Continuous improvement is the driver of growth. Systems andprocedures are always put in place in reality to recognize an orderly workflow. Performanceculture is encouraged and visible results are rewarded. Customer, economy in operations andGemba are the basics of business culture. They take care of their employees and they in turn takecare of our customers. Page 26
  • 1.2.3 EDUCATION AND DEVELOPMENT: Human Potential is vast and requires the right amount of inputs to be utilizedsatisfactorily. Keeping this in mind, they invest significantly in upgrading our employees andtheir potential. Training, Skill-building & Career Development are given primary importance asthey all lead to all round development. Beyond all this, On The Job Training and Job Rotationare also practiced extensively to hone the skills of our employees. Company operates a fullyequipped training center, which features a multi-skill workshop, a product knowledge center, aCNC trainer and computer facilities. Individual skills are fine-tuned through specialized courses,both within the country and abroad. Lucas TVS employees in every part of India share ideas andlearn from each other every day. This rich diversity and cultural experience come together toinspire new technologies, design ideas that meet the needs of all our customers.1.2.4 KAIZEN CULTURE: The word „Kaizen‟ originates from the Japanese language. „Kai‟• means „change‟ and„Zen‟• means „better‟. Anything that is improved form the existing level can be termed as“Kaizen”•. From the industry perspective, the Kaizens can generally be classified into 3 levels,namely simple and first level Kaizens, medium level and high level Kaizens, which areinnovations or breakthrough improvements. In a nutshell, Kaizen is a way of life in Lucas-TVS at all levels of functions for sustainingthe existing standards of performance and continually improving the standards for better to copeup with ever increasing customer expectations and business competitiveness. As a part of TPM implementation, they have created Kaizen circles. The circles focus onKaizens in line with those nine pillars. Periodical reviews are being conducted Pillar wise and theKaizen done in each pillar are explained to all and this way the Kaizen culture is implemented inall the departments. Page 27
  • 1.2.5 CUSTOMERS: Man Force Truck MahindraTatra Motors Swaraj Mazda Eicher Motors Tata Motors Ashok Leyland PVT. LTD & Mahindra General Fiat Hyundai Motors Ford India Honda Motors Maruti Udyog India Motor India India Mahindra Hindustan Force Mahindra Tata Motors Renault Motors Motors & Mahindra Page 28
  • 1.2.6 AWARDS: Lucas-TVS, believes that quality begins and ends with the customer. This means identifyingcustomer needs and comprehensively meeting them. For the company, quality is not justconformance to drawings or specifications but ensuring customer satisfaction. 1. II PLACE IN NATIONAL ENERGY CONSERVATION, AWARDS - 2008 Auto- motive sector Ministry of Power, Govt. of India 2. TATA CUMMINS Lucas-TVS is Awarded "OUTSTANDING SUPPLIER & EXCELLENCE PERFORMANCE during the year 2007 by CUMMINS INDIA LIMITED 3. Deming Application prize JUSE, Japan 4. Best Supplier Award Maruti Udyog 5. 100 PPM Award Hyundai motor India 6. Q1Award From Ford1.2.7 PRODUCT PROFILE: Lucas-TVS Limited located in India provides: Air Freight Services, Alternators,Headlamp Washing Systems, Ignition Coils, Motor Bases, Starter Motors, Starters and filters.1.2.7.1 Air Filter: An air filter is an important part of a cars intake system, because it is through the airfilter that the engine "breathes." An engine needs an exact mixture of fuel and air in order to run,and all of the air enters the system first through the air filter. The air filters purpose is to filterout dirt and other foreign particles in the air, preventing them from entering the system andpossibly damaging the engine. Page 29
  • Fig 2: Air Filters An air filter for your car will generally be pretty cheap, due to the construction of filtersis simple. An air filter is generally a paper-like or fibrous material, folded accordion-style andarranged on a plastic or metal frame to fit your cars air filter holder. An air filter can also bemade out of a cotton- or fabric-like material, which is then oiled in order to increase airflowthrough the filter. The air filter holder is usually a plastic or metal box in which the air filter sits.Generally, the air filter holder is connected to the intake manifold by a large plastic tube throughwhich the air flows.1.2.7.2 Fuel Filter: The fuel filter is found along the fuel lines, either in the engine compartment orunderneath the vehicle by the fuel tank. The job of the fuel filter is to trap any large foreignparticles in the fuel and stop them from getting into the engine. With the force of the fast up-and-down motion of the pistons (which compress the air-fuel mixture so it will burn moreefficiently), if any large particles manage to get in the fuel, this could cause some serious damageto the engine. So, maintaining a clean fuel filter is important to the performance of a vehicle‟sengine. Page 30
  • Fig 3: Fuel Filters Every fuel filter is different and this is due to the differences in the fuel delivery systems.A carbureted engine (uses a vacuum to suck fuel into the engine) has quite a low-pressure fuelsystem. Fuel passes through fuel-resistant rubber hoses. So, the fuel filter is made of metal orplastic, with an inlet tube out one end and the outlet tube from the other, then a hose is attachedover each end with a circular clamp. In vehicles with electronic fuel injection, the injectors will squirt fuel into each of thecylinders. Here fuel is highly pressurized by a pressure regulator. Because of the high-pressuresystem, the fuel lines have to be made of metal. Sometimes in these cases the fuel injectedsystem is placed in a low-pressure section, and can be connected to the rubber hoses with clamp(almost like that in the carbureted system). However, the fuel filter is normally equipped with athreaded fitting on each end and it screws into the fuel lines on either side.1.2.7.3 Oil Filter: An oil filter is an integral part of the inner workings of your car. The oil filter allows oilto move through various parts of your car, which is important because oil does things such ascool your engine and absorb potentially harmful particles that could damage your car. When oilpasses through the oil filter it removes these contaminants from the oil allowing it to passthrough your car again. A properly working oil filter is the reason why you only have to haveyour oil changed after an average of 3,000 miles of driving. Page 31
  • Fig 4: Oil Filters Oil is pushed through the oil filter back into the engine. The actual filter material has twoparts. The first part removes smaller particles (things like dirt and debris) that could harm variouscomponents in your car if they were left to flow normally through. The liquid oil can movethrough the filter material but these solid particles cannot. The second part of the filter materialstops larger particles that the first part couldnt get. Once the oil passes through your oil filter itpasses back into the engine free from these particles at which point it repeats the process. Page 32
  • 1.2.8 SWOT Analysis:1.2.8.1 Strengths:  Lucas-TVS have covered all the segments in the automotive industry from two wheelers to heavy commercial vehicles.  It comprises of more than 2000 outlets for distribution network which covers the entire length and breadth of the country.  It mainly focuses on quality products which are combined with an urge to constantly learn and improve in their quality.  The efforts by the workforce are difficult to be matched by its competitors.  Participation at the worker level is done by the SGA (Small group activity). This clearly indicates about their management style.1.2.8.2 Weaknesses:  The backward integration is not established properly. From the entire suppliers, only 10% are able to match their quality standard.  In spite of excessive measures taken to improve the quality, the company has not been able to bring down the rejection levels to the international standards.1.2.8.3 Opportunities:  A huge opportunity is awaiting for Lucas-TVS in the form of exports market.  Rapid inflow of investments in this sector will further open up new avenues for the company by ensuring JIT delivery to OEMs (Original Equipment Manufacturer).1.2.8.4 Threat:  The company has established many collaborators. This might prove to be a threat in future.  With the liberalization on automobile and auto components, world-class automobile manufacturers shown interest in entering Indian markets. This will further increase the competition level. Page 33
  • 1.2.9 PRODUCT/PROJECT PROFILE: The aim of the study was to understand the reason behind the decrease in sales of theirfilter products from their level of expectation and identify the issues & concerns followed by thesuggestions to fill the gap. Lucas-TVS manufacture products such as: Alternators, HeadlampWashing Systems, Ignition Coils, Motor Bases, Starter Motors, Starters and filters. The mainproblem to the company as of now is, the filter products haven‟t reached the sales as the otherproducts. The filter product has brought in to the market only in the year 2009. Their expectationof increase in sales was purely because of their brand name. As the end users are mostlymechanic, Lucas-TVS which has a good brand name in the market purely believe in personalselling (in the form of dealers) rather than creating awareness by advertising to the end users.Right now, the company can‟t reach out their expected sales in the market because of variousfactors. The project started with the collection of secondary data for gathering details about thecompany and the products produced by them. The initial week is spent by having the experienceof visiting the company and gathering details about the company and by understanding the exactproblem being faced by the company. The observations made on all the members involvedhelped in devising the questionnaire. More than nine weeks is spent by doing survey in bothurban and semi-urban areas. The analysis of the data gathered is done and reported to theindustry guide in the final week. Page 34
  • 2. RESEARCH METHODOLOGY Page 35
  • 2.1 PROBLEM STATEMENT: Lucas-TVS haven‟t achieved their expected sales in their filter products which are beingintroduced in august-2009. The issues/concerns faced by Lucas-TVS in the sales of filters haveto be identified and promotional strategy for increasing the sales of their filter products.2.2 OBJECTIVES: The objectives of study are, 1) To identify the issues/concerns faced by Lucas-TVS in the sales of filters. 2) To analyse the significant difference in opinions between urban and semi-urban areas. 3) To identify the promotional strategy for increasing the sales.2.3 RESEARCH METHODOLOGY: The methodology of the study would include conducting research with target audience asthe dealers and mechanics. This includes primary data collection by person administered surveyfor analysis and final interpretation of data. Descriptive research is undertaken in this study to obtain answers to questions of who,what, where, when, and how. Descriptive research is also desirable when we wish to project astudy‟s findings to a larger population. If a descriptive study‟s sample is representative, thefindings may be used to predict some variable of interest, such as sales. Finally the tools used in the process of this study are Independent T-test, content analysisand percentage analysis.2.3.1 SOURCE OF DATA The two main sources of data are primary data and secondary data.2.3.1.1 PRIMARY DATA: Primary data is a term for data collected on source which has not been subjected toprocessing or any other manipulation. Here the questionnaire is considered as the primary data, Page 36
  • from this questionnaire the opinions of various people is known. The survey is conducted basedon two localities, urban and semi-urban areas.Data collection methods in questionnaire are, o Dichotomous form (yes or no). o Multiple choice questions. o Ranking based questions. o Scaling based questions. o Open ended questions i.e., inviting free response.2.3.1.2 SECONDARY DATA: Secondary data is data collected by someone other than the user. The sources ofsecondary data include company details, surveys, and organizational records.2.3.2 SAMPLING PLAN: The study was conducted as convenient sampling in urban and semi-urban areas. Urbanareas in my survey constitute of Chennai and Kovai. And semi-urban areas constitute of Hosurand Krishnagiri. The company had provided a sales representative in order to conduct the surveyin the urban areas. The sample size from both urban and semi-urban areas comes around to 225. Dealers Mechanics TOTALUrban 50 100 150Semi-Urban 25 50 75TOTAL 75 150 225 Table 4: Sample size of the survey The table 4 gives the detailed information about the sample size of the survey beingconducted. From the table we can infer that 150 members from urban and 75 members fromsemi-urban areas are being surveyed. Page 37
  • 2.3 TOOLS USED FOR DATA COLLECTION: The main tool that is being used for the data collection is questionnaire. Thequestionnaire was developed after getting in depth knowledge about the given topic from variouspeople from urban and semi-urban areas.STATISTICAL TOOL USED: The role of statistics in research is to furnish a tool in designing research, analyzing itsdata and drawing conclusions there from. As well as know that a researcher cannot ignore thescience of statistics. Tools used in the study are as follow.2.3.1 PERCENTAGE ANALYSIS: This method is widely used to find the percentage of each of the attribute in the givenquestion. This is helpful to estimate how many of the respondent support the attribute, it alsoclearly state the preference and non preference of the respondent. It is the easy method to find therespondent likes and dislike.Formula: Percentage= (No. of respondent/total respondent)*1002.3.2 INDEPENDENT T-TEST: Independent t-Test involves examination of the significant differences on one factor ordimension (dependent variable) between means of two independent groups (e.g., male vs.female, with disability vs. without disability) or two experimental groups (control group vs.treatment group). For example, you might want to know whether there is a significant difference Page 38
  • on the level of social activity between individuals with disabilities and individuals withoutdisabilities.The independent t-test is used in any analysis where: o There is only one dimension or factor (dependent variable) o There are three or more groups of the factor (independent variable) o One is interested in looking at mean differences across two independent groups2.3.3 CONTENT ANALYSIS: Content analysis is used to analyze text, including, interview transcripts, newspapers,books, manuscripts, and Web sites to determine the frequency of specific words or ideas. Thecontent analysis is a kind of secondary data. The results of content analysis allow researchers toidentify, as well as quantify, specific ideas, concepts, and their associated patterns, and trends ofideas that occur within a specific group or over time. It provides objective analysis of writtenmaterials and can identify meaning from text data The main strength of content analysis is to quantify the qualitative data. The contentanalysis is very useful in case of open ended responses.2.4 LIMITATIONS OF THE STUDY:  The study is based on assumption that all the responses given are true.  The study is based on the response obtained from the people in urban (Chennai & Kovai) and semi-urban (Krishnagiri & Hosur) areas in Tamil Nadu. It cannot be generalized for the whole country. Page 39
  • 3. ANALYSIS & FINDINGS Page 40
  • OBSERVATION AND ANALYSIS3.1 QUESTIONNAIRE ANALYSIS:1) Are you aware of filters produced by Lucas-TVS?Dealer: Yes No Urban 42 8 Semi-Urban 0 25 Table 5: Awareness to dealers about filters produced by Lucas-TVS 84% 45 40 35 100% 30 25 Urban 20 Semi-Urban 15 16% 10 0% 5 0 Yes No Fig 5: Awareness to dealers about filters produced by Lucas-TVSInference: From the fig 5 we can infer that the awareness about the filter products in Semi-Urbanarea is ZERO percent. The picture also depicts that the awareness about the product in urban areahas only 84% and not even reached 100% (This is because of their sales, which is mainlyconcerned only with the main retailers and not concerned about the small sized retailers). Thisimplies that the company has to take some serious steps regarding advertisement of the productproduced by Lucas-TVS. Page 41
  • Mechanic: Yes No Urban 45 55 Semi-Urban 0 50 Table 6: Awareness to mechanics about filters produced by Lucas-TVS 55% 60 100% 45% 50 40 Urban 30 Semi-Urban 20 10 0% 0 Yes No Fig 6: Awareness to mechanics about filters produced by Lucas-TVSInference: The fig 6 also depicts that the awareness about the product among the main end users isitself very low. We can infer that even in urban areas, the percentage of unknown users (55%) ismore than the known users (45%). But in the semi-urban areas, the percentage of knowncustomers is NIL. This implies that they have to take some serious steps for increasing theirawareness about the product to the end users. Page 42
  • 2) Which brand would you prefer while purchasing filters?Dealers: Elofic Fleet Guard Lucas-TVS Purolator Mico Urban 6 15 4 40 31 Semi-Urban 4 22 0 9 20 Table 7: Preference of dealers towards purchasing filters 80% 40 35 62% 30 88% 25 80% 20 30% Urban 15 36% Semi-Urban 10 12% 16% 8% 5 0% 0 Elofic Fleet Lucas-TVS Purolator Mico Guard Fig 7: Preference of dealers towards purchasing filtersInference: From the fig 7 we can recognize that Purolator dominates the market share in urban areaswith 80% of the total purchase. Whereas, Fleet guard dominates in semi-urban areas with 88% oftotal purchase. But we can also notice that Mico brand stands in second position in both urbanand semi-urban areas with 62% and 80% respectively. This clearly indicates that Mico brandstands above all in the overall purchase (both urban and semi-urban). We can also infer that thepurchasing of Lucas-TVS brand by dealers is very low in both urban and semi-urban areas. Thisindicates that some serious strategies should be adopted as soon as possible to gain the marketshare in this competitive market. Page 43
  • Mechanic: Elofic Fleet Guard Lucas-TVS Purolator Mico Urban 15 35 10 74 55 Semi-Urban 3 41 0 16 35 Table 8: Preference of mechanics towards purchasing filters 80 74% 70 55% 60 50 82% 35% 70% 40 Urban 30 Semi-Urban 32% 20 15% 10% 10 6% 0% 0 Elofic Fleet Lucas-TVS Purolator Mico Guard Fig 8: Preference of mechanics towards purchasing filtersInference: The fig 8 depicts that the customers in urban are more attached towards Purolator brandand gets the majority of the market share with 74%. Whereas the customers in semi-urbanprefers Fleet guard with the share of 82%. We can also infer that the purchasing of Lucas-TVSbrand by mechanics is very low in both urban and semi-urban areas. This indicates that someimportant strategies should be adopted by marketing department as soon as possible to gain themarket share in this competitive market. Page 44
  • 3) Why do you prefer that brand?Dealers: Brand Name Quality Awareness Profit Margin Cust.Pref Others Urban 33 17 36 3Semi-Urban 19 0 24 5 Table 9: Reasons for preferring that brand by dealers 40 72% 66% 35 30 96% 25 76% 20 34% 15 Urban 10 20% Semi-Urban 0% 6% 5 0 Fig 9: Reasons for preferring that brand by dealersInference: From the fig 9 we can recognize that the purchasing power of the particular brand mainlydepends up on the customer preference. Both in urban and semi-urban areas we can see thatcustomer preference gains majority of the share with 72% and 96%. Besides the customerpreference the dealer also prefers quality and profit margin for purchasing the particular brand.But the dealers also expect some proper relationship and supply to be maintained between themfor purchasing that particular brand. Page 45
  • Mechanic: Coup or Brand Name Quality Awareness points Cust.Pref Others Urban 100 40 15 30 Semi- Urban 40 3 45 0 Table 10: Reasons for preferring that brand by mechanics 100% 100 90 80 70 60 90% 50 80% 40% 40 30% Urban 30 15% Semi-Urban 20 6% 10 0% 0 Fig 10: Reasons for preferring that brand by mechanicsInference: The fig 10 depicts that most of the mechanic is mainly concerned about the quality of theproduct in urban areas. Whereas the quality is considered to be secondary in semi-urban areaswith 80% this is next to the coupons or points with 90%. But some of the other reasons forpreferring that brand are due to proper availability and customers preference towards the brand. Page 46
  • 4) What influences customer on purchasing filters?Dealers: Quality Price Factor Brand Name Awareness Making Profit Others Urban 45 0 30 5 15 Semi- Urban 20 3 15 19 0 Table 11: Dealers opinion on factors influencing customers on purchasing filters 50 90% 40 60% 30 80% 76% 20 60% 30% Urban Semi-Urban 10 12% 10% 0% 0% 0 Fig 11: Dealers opinion on factors influencing customers on purchasing filtersInference: In this data analysis the customer is mechanic most of the times. We can infer from thefig 11 that the mechanic/customer in the urban areas give more preference to quality 90% ratherthan profit 10%. Whereas the mechanic in semi-urban areas the preference given is more or lessequal to both quality 80% and making profit 76% by earning coupons or points. Page 47
  • Mechanic: Making Quality Price Factor Brand Name Awareness Profit Others Urban 90 15 65 Semi- Urban 43 10 35 Table 12: Mechanics opinion on factors influencing customers on purchasing filters 90% 90 80 65% 70 60 86% 50 70% 40 Urban 30 15% 20% Semi-Urban 20 10 0 Fig 12: Mechanics opinion on factors influencing customers on purchasing filtersInference: In this data analysis the customer is the owner of the particular vehicle. From the fig 12we can infer that the end users prefer quality and awareness about the particular brand name forpurchasing filters. We can recognize almost 90% of the people in urban and semi-urban areasgive preference to quality and only 15% to 20% of the customers give preference to the pricefactor of the particular product. The picture also depict that the second factor but most significantfactor that influence the purchasing behavior is awareness about the particular brand. Page 48
  • 5) What is your priority given while purchasing filters?Inference: The data is been analyzed in the excel sheet and the excel sheet is attached with thisdocument. The results from the analyzed results are depicted below,Dealers: The total survey consists of 75 dealers, out of which 50 are from urban areas and 25 arefrom semi-urban areas. The priority is been calculated by the least count method. The dealers inthe urban areas have given more priority to the customer preference. Next to that preference theavailability factor is given more priority. This is followed by profit margin, quality, brand name,promotional schemes, and at last to the credit period. The dealers in the semi-urban areas alsohave given more priority to the customer preference. Next to that preference the availabilityfactor is given more priority. This is followed by quality, brand name, profit margin, promotionalschemes, and at last to the credit period. One of the main differences between urban and semi-urban areas is the profit margin factor. In urban areas the profit margin is more prioritized thanquality. But the quality is given more priority than price factor in semi-urban areas.Mechanic: The total survey consists of 150 mechanics, out of which 100 are from urban areas and 50are from semi-urban areas. The mechanics in the urban areas have given more priority to thequality. Next to that preference the availability factor is given more priority. This is followed bybrand name, customer preference, making profit, promotional schemes, and at last to the creditperiod. The mechanics in the semi-urban areas also have given more priority to the quality. Nextto that preference the making profit is given more priority. This is followed by availability, brandname, promotional schemes, customer preference, and at last to the credit period. One of themain differences between urban and semi-urban areas is the profit margin factor. In urban areasthe profit margin is more prioritized than quality. But the quality is given more priority thanprice factor in semi-urban areas. Page 49
  • 6) Have you purchased Lucas-TVS filters?Dealers: Yes No Urban 15 35 Semi-Urban 0 25 Table 13: Purchase of Lucas-TVS filters by dealers 70% 35 30 100% 25 20 30% Urban 15 Semi-Urban 10 5 0% 0 Yes No Fig 13: Purchase of Lucas-TVS filters by dealersInference: From the fig 13 we can recognize that the purchasing of the filters by dealers in bothurban and semi-urban is very low. In Urban areas low usage is mainly because of very lesscustomer preference given to the particular product. Another main reason for this reducedpercentage of purchase is the fear of inventory being created if there is no customer preferencetowards the product. In the semi-urban areas the purchasing of the product is NIL because oflack of awareness about the product. Page 50
  • Mechanic: Yes No Urban 20 80 Semi-Urban 0 50 Table 14: Purchase of Lucas-TVS filters by mechanics 80% 80 70 60 100% 50 Urban 40 Semi-Urban 30 20% 20 0% 10 0 Yes No Fig 14: Purchase of Lucas-TVS filters by mechanicsInference: The fig 14 shows that the purchasing of filters in Lucas-TVS in urban is just 20% andNIL in semi-urban. The reason for this lower percentage of purchase by mechanic in urban areasis mainly due to lack of awareness of the product. Another main reason is the unavailability ofthe product in most of the retailer shops. Some of the mechanics also fear about the duplicity ofthe same product available in the market. The reason for Zero% purchase in semi-urban areas ismainly due to lack of awareness and also the availability of the product is NIL. Page 51
  • 7) What is your opinion about the usage of Lucas-TVS filters? The table 15 provides you the list of users who has purchased the Lucas-TVS filters. Theusers referred here are both dealers and mechanic. As per the survey only 15 dealers and 20mechanics have purchased the product. So, their opinion is been figured by scaling method. Wehave used the scale of 5 to analyze the opinion about filter product. Urban Dealers Mechanics Q FM P Av PF Q EF F/A Av Aw 2 4 3 2 3 Q-Quality 3 2 2 4 5 2 5 3 1 3 FM-Fast Moving 2 2 3 5 5 3 5 3 2 3 P-Packaging 3 2 3 4 5 2 5 3 1 3 Av-Availability 2 2 3 4 5 2 5 3 1 3 PF-Price factor 3 2 3 4 5 2 4 3 2 3 EF-Ease of fit 2 2 3 5 5 2 5 3 1 3 F/A-Finish/Appearance 3 2 2 4 5 2 5 3 1 3 Aw-Awareness 2 2 3 4 5 3 5 3 2 3 3 2 3 5 5 2 3 3 2 3 Opinion: 2 2 3 4 5 2 5 3 1 3 1- Very Good 3 2 2 4 5 2 4 3 2 3 5- Worst 3 2 3 4 5 3 5 3 2 3 2 2 3 5 5 2 4 3 2 3 3 2 3 4 5 2 5 3 1 3 3 2 3 5 5 33 69 45 23 45 2 2 3 4 5 3 2 2 5 5 3 2 3 4 5 2 2 3 4 5 3 2 3 5 5 52 40 56 87 100 Table 15: Opinion about the usage of filters Page 52
  • Dealers: In Urban areas 15 dealers have purchased the filters produced by Lucas-TVS. As per theopinion given by them in the scale of 5, we can see that availability factor has got the leastcounting (23). This depicts that the availability of the Lucas-TVS filter is almost very good. Nextto the availability factor, we can find the quality factor has got the least counting. This infers thatthe opinion about the quality factor is good. The main factor that has to be noted here is the FastMoving factor. This factor has got the maximum counting (69/75), which clearly indicates thatit‟s not preferred by most of the customer in urban areas.Mechanic: In Urban areas 20 mechanics have purchased and used the filters produced by Lucas-TVS. As per the opinion given by them in the scale of 5, we can see that Ease of fit factor has gotthe least counting (40). This indicates that they don‟t find any problem in fixing the filters invehicle. Next to the availability factor, we can find the quality factor has got the least counting.This infers that the opinion about the quality factor is good. The main factors that have to benoted here are the awareness and availability factor. These factors have got the maximumcounting (100, 87), which clearly indicates that it lacks awareness and availability at shops inurban areas.Inference: According to the opinion given by the dealers and mechanic from the urban areas, we caninfer that the awareness factor to the end user is very worst. Because of this reason the customerpreference towards the product will be very less. Since there is no much of customer preferencethe dealers are afraid of inventory being created in future. This is one of the important factorsthat have to be noted and rectified as soon as possible by increasing the awareness to the endusers/mechanic. Page 53
  • 8) What type of promotional activity would you prefer for Lucas-TVS?Dealer: Providing Discounts Coupons r Points Inc.Profit Margin No Need OthersUrban 15 35 10Semi-Urban 23 5 2 Table 16: Promotional activity for Lucas-TVS by dealers 70% 35 30 25 92% 20 30% Urban 15 20% Semi-Urban 10 20% 5 8% 0 Providing Coupons r Inc.Profit No Need Others Discounts Points Margin Fig 15: Promotional activity for Lucas-TVS by dealersInference: As per the fig 15, the dealer in urban areas mainly suggests to increase their profit marginin the sales of filters. The suggestion by dealers in urban areas is 70%. But the suggestion forincreasing profit is only 20% in the semi-urban areas. But the suggestion for providing couponsor points to mechanic gains the major percentage in semi-urban areas with 92%. Page 54
  • Mechanic: Providing Discounts Coupons r Points Inc.Credit Period No Need OthersUrban 76 20 4Semi-Urban 47 3 0 Table 17: Promotional activity for Lucas-TVS by mechanics 76% 80 70 60 94% 50 40 Urban 30 Semi-Urban 20% 20 10 6% 4% 0% 0 Providing Coupons r Inc.Credit No Need Others Discounts Points Period Fig 16: Promotional activity for Lucas-TVS by mechanicsInference: As per the fig 16, the mechanic in both urban and semi-urban areas mainly suggests toprovide coupons or points during the sales of filters. The suggestion for providing coupons insemi-urban areas is 94% and urban constitutes of 76%. Some mechanic who provides theauthorized service doesn‟t require any sorts of promotional activity for increasing the sales.Some of the mechanic gave other ideas like providing gifts according to their purchasing powerper month. Page 55
  • 9) Provide your ranking for Lucas-TVS based on its filter products?Dealers: Excellent Good Fair Poor Urban 14 36 Semi-Urban 0 25 Table 18: Dealers ranking based on filter products 40 72% 35 30 100% 25 20 Urban 28% Semi-Urban 15 10 5 0% 0 Excellent Good Fair Poor Fig 17: Dealers ranking based on filter productsInference: According to the fig 17 we can infer that 72% in urban areas and 100% in semi-urbangave the ranking as poor. This is purely because of the awareness created among the customers isvery low. The awareness created in the urban areas also constitute only to some regularcustomers for the purpose of their sales. This clearly indicates that some advertisement strategyshould be adopted by some means for creating proper awareness. Page 56
  • Mechanic: Excellent Good Fair Poor Urban 16 84 Semi-Urban 0 50 Table 19: Mechanics ranking based on filter products 90 84% 80 70 60 100% 50 Urban 40 Semi-Urban 30 16% 20 10 0% 0 Excellent Good Fair Poor Fig 18: Mechanics ranking based on filter productsInference: The fig 18 depicts that only 16% of the mechanic in urban areas has voted fair forproviding the ranking for filters produced by Lucas-TVS. This is mainly because of the lack ofavailability in all the shops and also because of awareness created for the product is very lowtowards the end customers. Also the ranking given by 100% of mechanic in semi-urban areas ispoor. Which is purely due lack of awareness about the product to both dealers and endcustomers. Page 57
  • 10) Provide your valuable opinions for Lucas-TVS to improve its sales in filters?Dealers: Proper Inc. Awareness Inc. Avail C or P Inc Prof.Mar Relationship Others Urban 50 29 15 6 5 Semi- Urban 25 18 4 0 3 Table 20: Dealers opinion to improve sales of filters 100% 50 45 40 35 58% 30 100% 25 72% 20 30% 15 Urban 10 16% 12% 10%12% 5 0% Semi-Urban 0 Fig 19: Dealers opinion to improve sales of filtersInference: According to the fig 19, we can clearly infer that the first and foremost thing that has tobe done is increasing awareness about the product to the end users/mechanic. Next to that, theyhave to provide some kind of coupons or points for mechanic for improving their sales in thiscompetitive market. The company has to mainly take care of this two things in order to capturethe market and increase their sales. Page 58
  • Mechanic: Inc. Awareness Inc. Avail C or P Offer Gifts Relationship Others Urban 89 63 19 Semi- Urban 50 33 44 Table 21: Mechanics opinion to improve sales of filters 89% 90 80 70 63% 60 100% 50 88% 40 66% 30 Urban 19% 20 Semi-Urban 10 0 Fig 20: Mechanics opinion to improve sales of filtersInference: From the fig 20, we can clearly infer that the first and foremost thing that has to be doneis increasing awareness about the product to the end users/mechanic. Next to that, they have toprovide some kind of assurance about the availability of the products. But coupons or points formechanic has to be provided for improving their sales in this competitive market. The companyhas to mainly take care of all the three things in order to capture the market in both urban andsemi-urban and increase their sales. Page 59
  • 11) How often will the company representative visit you?Dealers: Once in a month When Needed Never Others Urban 41 9 Semi-Urban 0 25 Table 22: Visiting of dealers by company representative 45 82% 40 35 30 100% 25 Urban 20 15 Semi-Urban 18% 10 5 0% 0 Once in a When Never Others month Needed Fig 21: Visiting of dealers by company representativeInference: The fig 21 depicts that the company representative have never visited the semi-urbanareas and even in the urban areas they have visited only when they need to increase their sales.This clearly indicates that there is no proper relationship being maintained between the companyand dealers. Because of this perception a negative impression is being created on the company. Page 60
  • Mechanic: Once in a month When Needed Never Others Urban 74 26 Semi-Urban 0 50 Table 23: Visiting of mechanics by company representative 80 74% 70 60 100% 50 40 Urban 26% 30 Semi-Urban 20 10 0% 0 Once in a When Never Others month Needed Fig 22: Visiting of mechanics by company representativeInference: The fig 22 depicts that the company representative have never visited the semi-urbanareas and even in the urban areas they have visited only 74% of the customers when they need toincrease their sales. This clearly indicates that there is no proper relationship being maintainedbetween the company and mechanics in both urban and semi-urban areas. Because of thisperception a negative impression is being created on the company. Page 61
  • 3.1.12 Significance Test: Significance test has to be done to check whether there is any significant difference in theopinion given by the people during the survey. Here, I am using independent T-Test for checkingwhether there is any significant difference in the opinions between urban and semi-urban areas.3.1.12.1 T-Test: The t test is a statistics test generally used to determine whether the means of twopopulations are different. In the t test, a t value is calculated based upon the difference in themeans and variances of samples drawn from each of the two populations. This t value is thencompared to a critical t value, which is based upon your required level of certainty (perhaps youneed to be at least 95% certain of the outcome) and the degrees of freedom present in the test. Ifthe t value is greater than the critical t value, you can state that the 2 means are different, withinyour required degree of certainty.1) By the independent t-test, we have to analyze whether there is any significant differencebetween urban and semi-urban areas in terms of making profit by mechanic during the purchase.Null Hypothesis H0: H0: μ1 = μ2 There is a no significant difference between urban and semi-urban areas in terms ofmaking profit by mechanic during the purchase.Alternate Hypothesis Ha: Ha: μ1 ≠ μ2 (μ1 < μ2 or μ1 > μ2) There is significant difference between urban and semi-urban areas in terms of makingprofit by mechanic during the purchase. Page 62
  • Place N Mean Std. Deviation Std. Error Mean Making Profit Urban 100 4.67 .943 .094 Semi-Urban 50 1.84 1.057 .149 Table 24.a: Group Statistics From the table 24.a we can infer the mean value and standard deviation value betweenthe two different groups being considered in independent t-test. The mean value for the urbanareas in terms of making profit is 4.67 for the maximum possible value 7. Levenes Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Difference Sig. (2- Mean Std. Error F Sig. T Df tailed) Difference Difference Lower UpperMaking Equal variances 3.121 .079 16.632 148 .000 2.830 .170 2.494 3.166Profit assumed Equal variances 16.013 88.849 .000 2.830 .177 2.479 3.181 not assumed Table 24.b: Independent test in terms of making profit by mechanic The table 24.b shows us the output of the t-test. In this table, we can get the significancevalue for checking the null hypothesis. As we took the level of confidence as 95%, the level ofsignificance is 5%. Therefore if the significance value is less than 0.05 the null hypothesis isrejected. Else if the value exceeds 0.05 the null hypothesis is accepted. In the above table thesignificance value is 0.000 which is less than 0.05. This indicates to reject the null hypothesisand accept the alternative hypothesis. Page 63
  • 2) By the independent t-test, we have to analyze whether there is any significant differencebetween urban and semi-urban areas in terms of seeking more profit margin by dealers duringthe purchase.Null Hypothesis H0: H0: μ1 = μ2 There is a no significant difference between urban and semi-urban areas in terms ofseeking more profit margins by dealers during the purchase.Alternate Hypothesis Ha: Ha: μ1 ≠ μ2 (μ1 < μ2 or μ1 > μ2) There is significant difference between urban and semi-urban areas in terms of seekingmore profit margins by dealers during the purchase. Place N Mean Std. Deviation Std. Error MeanProfit margin Urban 50 2.84 .738 .104 Semi-Urban 25 5.04 .735 .147 Table 25.a: Group Statistics From the table 25.a, we can infer the mean value and standard deviation value betweenthe two different groups being considered in independent t-test. The mean value for the urbanareas in terms of making profit is 2.84 and 5.04 in semi-urban areas for the maximum possiblevalue 7. Page 64
  • Levenes Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Difference Sig. (2- Mean Std. Error F Sig. t df tailed) Difference Difference Lower UpperProfit Equal variances .388 .535 -12.182 73 .000 -2.200 .181 -2.560 -1.840margin assumed Equal variances not -12.202 48.321 .000 -2.200 .180 -2.562 -1.838 assumed Table 25.b: Independent test in terms of profit margin by dealers The table 25.b shows us the output of the t-test. In this table, we can get the significance value for checking the null hypothesis. As we took the level of confidence as 95%, the level of significance is 5%. Therefore if the significance value is less than 0.05 the null hypothesis is rejected. Else if the value exceeds 0.05 the null hypothesis is accepted. In the above table the significance value is 0.000 which is less than 0.05. This indicates to reject the null hypothesis and accept the alternative hypothesis. Therefore we can infer that there is significant difference between urban and semi-urban areas in terms of seeking more profit margins by dealers during the purchase. Page 65
  • 3.2 FINDINGS:  The awareness about the filter product towards dealers is NIL in semi-urban areas and it‟s more than 80% in urban areas. Whereas the awareness towards mechanics is NIL in semi-urban areas and it‟s less than 50% in urban areas.  As per the ranking method, the dealers both in urban and semi-urban areas give more priority to customer preference which is followed by availability of that product. Whereas the mechanics both in urban and semi-urban areas give more priority to quality which is followed by availability of that product in urban areas and making profit in semi-urban areas.  The T-Test has revealed that there is a significant difference between urban and semi- urban areas in terms of making profit by mechanic during the purchase.  The T-Test has revealed that there is significant difference between urban and semi-urban areas in terms of seeking more profit margins by dealers during the purchase.  Dealers in both urban and semi-urban areas insist to increase awareness and provide coupons or points for increasing their sales. Whereas mechanics in urban and semi-urban areas feel that increasing awareness, increasing availability and providing coupons is essential for increasing their sales. Page 66
  • 4. RECOMMENDATIONS Page 67
  •  Awareness has to be increased mainly to the end users/mechanic in both rural and semi- urban areas. o It can be created by arranging a meeting with all the mechanics and offering gifts or by umbrella campaign. o Banners can be placed in front of the retail shops for increasing the mind recalling capacity among the users. o Painting on the wall about the product will help in mind recalling among the end- users. Prepaid Coupons can be provided initially to increase their sales in this competitive market. Prepaid coupons: This is a kind of promotional activity where both the mechanic and dealers will get profit. In this activity, the company will reduce the coupon amount from MRP while selling products to dealers. Whereas the dealers will give the amount to their users only when they get back their coupons. Because of this activity the dealers will gain profit if the coupons are not being returned back to them by their users. This might prove to be one of the most efficient schemes that benefits both dealers and customers. This activity doesn‟t need any separate department for maintenance as the activity gets completed between dealers and mechanics. Availability has to be increased in all the shops for avoiding the mechanics from choosing some alternative brand. o At least one distributing centre should be established in each district in order to increase the availability. o Dealers have to be offered gifts regularly according to their level of purchase in order to increase the availability in their shops. The company representative has to be sent at least once in six months to maintain proper relationship with dealers and mechanics. Page 68
  • 5. CONCLUSION Page 69
  • Lucas-TVS is the one of the key player in automobile sectors and they are dealing with100 years of experience in this sector. The value of their brand name is very high as the peoplehave lot of trust up on their quality. But to compete with today‟s global business scenario andsurvive with the competition in a better manner, Lucas-TVS have to focus on each activity in aninnovative manner. The period of internship during April-June has been fruitful both to company and as wellas myself. The study brings out the truth about the importance of awareness for any product evenwith good brand name. The study revealed that a scheme (Prepaid Coupons) which is advantageto both mechanic and dealer is essential to capture a better market share in both urban and semi-urban areas for the product with laggard entry. Page 70
  • 6. LEARNING OUTCOME Page 71
  •  The Industry Internship Program helped to understand the dynamics of the automotive industry and the various players that operate in this segment of the industry. The study helped to understand the importance of marketing research for a company as every activity of a manufacturing industry is based on the research. The study gave a deeper insight regarding the buying pattern of the customers who prefer to purchase filters in different locality. The internship period helped me to identify the limitations in carrying out the research particularly in dealing with the customers of different mindset. Learnt how to schedule ourselves properly according to the time and adjust with respect to that. Page 72
  • REFERENCE Page 73
  • o Market share and exports trend(2010-11) from: www.siamindia.como Lucas-TVS company profile & their details from: www.lucas-tvs.como Overview of the Indian automobile industry from: http://www.automobileindustryindia.com/resources/overview-of-indian-automobile- industry.htmlo Information about air filters retrieved from: http://www.wisegeek.com/what-is-an-air-filter.htmo Information about fuel filters retrieved from: http://news.carjunky.com/how_stuff_works/fuel_filter_how_it_works_ca387.shtmlo Information about oil filters retrieved from: http://www.ehow.com/how-does_5373603_oil-filter-works.htmlo Major market players of automobile industry(March,2011) from: http://insurance.iinformyou.com/3052/major-players-of-the-automobile-industry-in-india/o Information about independent-test retrieved from: http://emerdeanbroadbent.com/documents/t-Test.pdfo „Determining how to select the sample‟, Burns, C., & Bush, F. “Marketing Research”, 5 th edition, pg 328-357. Page 74
  • ANNEXTURE Page 75
  • Shop Name: Name (Optional):Location :Ph No : DEALERS-QUESTIONNAIRE 1) Number of years in this field? a) Less than 5 yrs. b) Between 5 to 10 yrs. c) Between 10 to 15 yrs. d) More than 15 yrs. 2) Are you aware of filters produced by Lucas-TVS? a) Yes b) No 3) Which brand would you prefer while purchasing filters? a) Elofic b) Fleet guard c) Lucas-TVS d) Purolator e) Mico Bosch e) Others ( ) 4) Why do you prefer that brand? a) Brand Name b) Quality c) Awareness d) Profit Margin e) Customer‟s Preference f) others ( ) 5) What influences customer on purchasing filters? a) Quality b) Price Factor c) Brand Name d) Awareness e) Others ( ) Page 76
  • 6) What is your priority given while purchasing filters? Attributes Ranking (According to priority) Quality 1 2 3 4 5 6 7 Brand Name 1 2 3 4 5 6 7 Profit Margin 1 2 3 4 5 6 7 Customers Preference 1 2 3 4 5 6 7 Promotional Schemes 1 2 3 4 5 6 7 Credit Period 1 2 3 4 5 6 7 Availability 1 2 3 4 5 6 7 * 1 – Most Preferred & 7 – Least Preferred7) Have you purchased Lucas-TVS filters? a) Yes b) No8) What is your opinion about the usage of Lucas-TVS filters? Attributes Scaling Quality 1 2 3 4 5 Fast Moving 1 2 3 4 5 Packaging 1 2 3 4 5 Availability 1 2 3 4 5 Price Factor 1 2 3 4 5 * 1- Best & 5- Worst.9) What strikes your mind when you think of Lucas-TVS? a) Brand Name b) Quality c) Awareness d) Profit Margin e) Others ( )10) What type of promotional activity would you prefer for Lucas-TVS? a) Providing Discounts b) Increasing Profit Margins c) Increasing Credit Period d) Others ( ) Page 77
  • 11) Provide your ranking for Lucas-TVS based on its supply and services (Except filters)? a) Excellent b) Good c) Fair d) Poor Why??12) Provide your ranking for Lucas-TVS based on its filter products? a) Excellent b) Good c) Fair d) Poor Why??13) Provide your valuable opinions for Lucas-TVS to improve its sales in filters?14) How often will the company representative visit you? a) Once in a month b) When Needed c) Never d) Others ( ) “Thanks for your valuable Suggestions” Page 78
  • Shop Name: Name (Optional):Location :Ph No : MECHANIC-QUESTIONNAIRE 3) Number of years in this field? b) Less than 5 yrs. b) Between 5 to 10 yrs. d) Between 10 to 15 yrs. d) More than 15 yrs. 4) Are you aware of filters produced by Lucas-TVS? a) Yes b) No 3) Which brand would you prefer while purchasing filters? a) Elofic b) Fleet guard c) Lucas-TVS d) Purolator e) Mico Bosch e) Others ( ) 4) Why do you prefer that brand? a) Brand Name b) Quality c) Awareness d) Coupons e) Customer‟s Preference f) others ( ) 5) What influences customer on purchasing filters? a) Quality b) Price Factor c) Brand Name d) Awareness e) Others ( ) Page 79
  • 6) What is your priority given while purchasing filters? Attributes Ranking (According to priority)Quality 1 2 3 4 5 6 7Brand Name 1 2 3 4 5 6 7Making Profit 1 2 3 4 5 6 7Customers Preference 1 2 3 4 5 6 7Promotional Schemes 1 2 3 4 5 6 7Credit Period 1 2 3 4 5 6 7Availability 1 2 3 4 5 6 7 * 1 – Most Preferred & 7 – Least Preferred 7) Have you used Lucas-TVS filters? a) Yes b) No 8) What is your opinion about the usage of Lucas-TVS filters? Attributes Scaling Quality 1 2 3 4 5 Ease of fit 1 2 3 4 5 Finish/Appearance 1 2 3 4 5 Availability 1 2 3 4 5 Reliability 1 2 3 4 5 * 1- Best & 5- Worst. 9) What strikes your mind when you think of Lucas-TVS? a) Brand Name b) Quality c) Awareness d) Others ( ) 10) What type of promotional activity would you prefer for Lucas-TVS? a) Providing Discounts b) Providing Coupons c) Increasing Credit Period d) Others ( ) Page 80
  • 11) Provide your ranking for Lucas-TVS based on its supply and services (Except filters)? a) Excellent b) Good c) Fair d) Poor Why??12) Provide your ranking for Lucas-TVS based on its filter products? a) Excellent b) Good c) Fair d) Poor Why??13) Provide your valuable opinions for Lucas-TVS to improve its sales in filters?14) How often will the company representative visit you? a) Once in a month b) When Needed c) Never d) Others ( ) “Thanks for your valuable Suggestions” Page 81