Consumer behaviour

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  • 1. Consumer BehaviourProject (Term 1) Marketing Management 11. Pre Purchase Consumer Behavior Analysis- TVS motors2. Post Purchase Consumer behavior- TVS motors3. Post Purchase Consumer behavior- Dinathanthi, Dinamalar S. No. Author Roll No. 1. Garima Yadhav FT13220Great Lakes ChennaiSubmitted on: 7th June 2012
  • 2. Consumer BehaviourProject BriefThis project analysis gives us an understanding of consumer‟s pre purchase andpost purchase behavior. The consumer satisfaction level is inferred from thesurvey conducted of the chosen products. The report opens up with companybackground, market positioning, competitor analysis, pre purchase and postpurchase analysis. Inferences based on the survey results have been provided.Marketing Management 1 Page 1
  • 3. Consumer BehaviourTable of Contents 1. Company analysis of TVS…………………………………………………………………………………….Page 4 1.1 BCG Matrix ……………………………………………………………………………………………Page 5 1.2 Ansoff Matrix ………………………………………………………………………………………..Page 6 1.4 SWOT Analysis ……………………………………………………………………………………..Page 7 1.4 Competitor Analysis …………………………………………………………………………….Page 8 1.5 Promotion …………………………………………………………………………………………….Page 10 2. Pre Purchase Consumer Behaviour Analysis- TVS motors………………………………….Page 12 2.1 Pre-Purchase ……………………………………………………………………………………….Page 12 2.2 Inference …………………………………………………………………………………………….Page 15 2.3 Interview Findings- Pre purchase behaviour………………………………………..Page 16 3. Pre Purchase Consumer Behaviour Analysis- TVS motors………………………………….Page 17 3.1 Post-Purchase………………………………………………………………………………………Page 17 3.2 Inference………………………………………………………………………………………………Page 20 3.3 Interview Findings- Pre purchase behaviour…………………………………………Page 21 4. Post Purchase Consumer behaviour- Dinathanthi, Dinamalar…………………………..Page 23 4.1 Objective……………………………………………………………………………………………..Page 23 4.2 Company profile…………………………………………………………………………………. Page 23 - Dinamalar - Dinakaran - Dhinathanthi - Dinamani 4.3 Rate Chart of Newspaper……………………………………………………………………. Page 23 4.4 Research Methodology for Data Collection & Analysis…………………………. Page 24 4.5 Analysis of Consumer Behaviour towards Newspaper at Mahabalipuram.. Page 25 4.6 Consumer Behaviour towards Dinamalar Newspaper…………………………..Page 26 i) Level of Satisfaction ii) Factors Leading to satisfaction 4.7 Consumer Behaviour towards DhinaThanthi Newspaper…………………….. Page 29 i) Level of Satisfaction ii) Factors Leading to satisfaction 4.8 Customer Interaction……………………………………………………………………………. Page 32 4.9 Inference………………………………………………………………………………………………. Page 32 4.10 References………………………………………………………………………………………….. Page 33Marketing Management 1 Page 2
  • 4. Consumer BehaviourExecutive SummaryIn the project pre purchase and post purchase study has been conducted tounderstand consumer behaviour.Customer behaviour towards TVS motors & two Regional newspapers has beenanalysed in this report. 1. TVS motor – Analysis of customer behaviour is done for 2-wheeler segment of TVS motors. Executive (price range Rs. 40,000- 50,000) and Premium (Rs. 50,000+) segment is taken for analysis. Pre purchase and post purchase behaviour analysis has been carried out. Inference based on the customer survey is included in the report. 2. Regional Newspaper – Analysis of customer behaviour is done for regional newspaper – Dinamalar and Dinathanthi. Post purchase behaviour is analysed for newspaper. Inference based on the customer survey is included in the report.Marketing Management 1 Page 3
  • 5. Consumer Behaviour1.0 Company Analysis of TVSIntroductionTVS Motor Company was incorporated in 1982. It is third largest two-wheeler manufacturerin India and one among the top ten in the world. TVS Motor is the flagship company of the$4 billion TVS Group employing 40,000 people with an estimated 15 million customers. Thecompany manufactures a wide range of two wheelers such as mopeds, scooters andmotorcycles. It has four manufacturing facilities located at Hosur, Mysore, Himachal Pradeshand Indonesia and a production capacity of 300 thousand units a year.In the motorcycles segment company it has created brands like TVS Apache, TVS Star andTVS Flame. In automatic scooters segment TVS Motor manufactures brands like TVSScooty Pep + and TVS Scooty Teenz. In mopeds segment it has brands like TVS XL Superand TVS XL Heavy. In the premium segment TVS motors launched Apache RTR 160 RDmotorcycle.Key Milestones In the year 1982 TVS Motor launched India‟s first two-seater 50cc moped TVS 50. In 1984, the two-wheeler major became the first Indian company to introduce 100cc Indo-Japanese motorcycles. In 1994 it launched India‟s first indigenous scooterette -- TVS Scooty, a 100cc model. TVS and Suzuki shared a 19 year long relationship that was aimed at technology transfer to enable design and manufacture of two-wheelers specifically for the Indian market. Rechristened TVS-Suzuki, the company brought out several models such as the Suzuki Samurai, Suzuki Shogun and Suzuki Fiero. Differences in opinion on how to run the joint venture eventually led to the partners going their separate ways in 2001 with the company being renamed TVS Motor, relinquishing rights to use the Suzuki name.Marketing Management 1 Page 4
  • 6. Consumer Behaviour Company’s current portfolio During the year 2011, the Company for the first time achieved annual two wheeler sales of two million, a growth of 32% from 1.52 mn units sold in the previous year, driven by growth across all segments of two wheelers. The Company strengthened its portfolio of two wheelers by launching Apache RTR 180 equipped with Anti-lock Brake System (ABS) and Max 4R motor cycle. The Companys total revenue including other income grew from Rs.4,484.68 Cr in the previous year to Rs.6,298.66 Cr in the current year. The Company expects to grow further in the two wheeler segment, with additional sales coming from the new products launched during the year and the exports of three wheelers. Company‟s total sales in May declined 5% as a marginal growth in scooter sales was nullified by 15% drop in motorcycle sales. TVS Motor was still not so long ago Indias third largest two-wheeler maker. But it has been trumped by Honda Motorcycle and Scooter India, which has become more aggressive after parent Honda of Japan ended its partnership with Hero MotoCorp . Some of TVS recent launches like the Jive motorcycle too have seen lacklustre demand, affecting its overall sales. The Chennai-based companys exports were down near 13% to 22,817 units. 1.1 BCG Matrix MARKET GROWTH STAR ??? TVS APACHE RTR 160 TVS KING TVS APACHE RTR 180MARKETSHARE CASH COWS DOG TVS XL SUPER TVS SCOOTY PEP+ TVS XL HD TVS SCOOTY STREAK Marketing Management 1 Page 5
  • 7. Consumer Behaviour 1.2 Ansoff Matrix Existing Products New Products Apache, Flame, Jive, Three WheelerExisting Markets wego, scooty streak, Segment - TVS King scooty pep+, XL super and XL HD Asian market, Brazil, Rockz, Neo X3I, TVS New Markets Mexico and Africa. King ( Three wheeler segment). Marketing Management 1 Page 6
  • 8. Consumer Behaviour1.3 SWOT Analysis STRENGTHS  It has a very good Brand Equity. WEAKNESS  One of the biggest players in the Indian Market with market share  Less reach in the premium bike of about 25% segment  Excellent R&D, and wide variety  The after sales service network is of products in every segment weak and the service quality is not  „Scooty‟ as a brand has become a upto the standards. second name for its corresponding  Off late losing market share to segment competitors in its bread and butter  Unqiue player in the moped scooter segment. segment with products like TVS EXCEL SUPER. OPPORTUNITIES THREATS  Two-wheeler is one of the fastest  With Honda sorting out its capacity growing segment. constraints for Honda Activa, it is  With the launch of the New bikes going to eat into the Scooter segment in premium bike segment, the of TVS. untapped potential in those  Suzuki Swish 125, Hero Maestro, segment can be tapped Vespa‟s comeback with a scooter  In the executive segment Honda, and a refreshed version of Honda Bajaj and Hero are coming with Activa will provide much more new bikes (125CC and 110CC). tough competition to TVS‟ new With TVS victor out of market, scooter which is planned to be TVS could re- launch Victor or a launched by the end of CY 2012. product in this segment to tap the  Increasing fuel prices. potential market.Marketing Management 1 Page 7
  • 9. Consumer Behaviour1.4 Competitor AnalysisThe respective market shares of major 2 wheeler OEMs in FY‟12 - Market Share of Major Players Hero MotoCorp -56% Honda Motorcycles & Scooters India-7.5% Bajaj Auto - 25.5% TVS Motors - 6.2% Others - 4.8%Domestic Sales Figure[5][6] of these OEMs – 600000 500000 400000 300000 March11 200000 March12 100000 0 Hero Honda Bajaj Auto TVS Motors MotoCorpAlthough the demand has been considerably high throughout the year, a certain amount ofmoderation is seen in the sector. However, the highlights of the month were - Hero MotoCorps sales[7] were up 2.41% YoY at 528,290 units Segment-wise Bajaj sold 300,848 units of motorcycles in Mar12, up 10 per cent from 274,392 sold in the corresponding period of last year. History created - Pulsar cumulative sales exceeded 5 million units since launch. Honda reported 49.68 per cent jump in its total sales for March at 2,20,487 units compared to 1,47,301 units in the same month of 2011.Marketing Management 1 Page 8
  • 10. Consumer Behaviour TVS Motors two-wheeler sales witnessed a 3.48 per cent decline at 1,80,274 units from 1,86,781 units in the same month last year.Honda overtakes Bajaj in domestic 2 wheeler sales and emerges as the second-largest playerin the countrys two-wheeler market. Not so long back, in November 2011 Honda hadovertaken TVS as the third largest 2-wheeler OEM in terms of volumes. Honda has been veryaggressive in its strategy since its separation from Hero. It has already in plans to launch thesplendor-competitor - 110 cc Dream Yuga into the market which the company expects willtremendously increase its penetration in motorcycles. With all this Hero Moto Corp hopes tohold its dominance in the Indian Market and effectively hinder competitions moves.Marketing Management 1 Page 9
  • 11. Consumer Behaviour1.5 PromotionTVS Motors promotes most of their products through TV ads and print media. WheneverTVS introduces any new product, it also attaches a new tag line along with it in order tocreate a lasting relationship with the consumers. Some products are marketed on the basis oftheir value and usage while other products have brand ambassadors associated with them.Virat Kohli is the brand ambassador for its all new TVS Sport model and Mahendra SinghDhoni represents the TVS StarCity version. The promotional activities include dirt bike rally,MRF super cross championship rally promotional events in Malls etc. TVS motors majorlyconcentrates on rural markets.Product List: Model Segment Tagline TVS XL HD 2 Stroke Economy 125 Not Applicable TVS XL SUPER Economy Namma ooru vandi TVS Apache RTR 180 Premium Its Now or Never TVS Apache RTR 160 Premium Scarily Fast TVS Flame DS 125 Executive Not ApplicableMarketing Management 1 Page 10
  • 12. Consumer BehaviourTVS Flame SR 125 Executive Experience the joy of riding wi SR 125TVS Jive Executive The No tension BikeTVS Star City Executive Dumdaar.HardamTVS Sport Executive Itna Stylish k dil aa jayeTVS Scooty Pep Executive Go BabeliciousMarketing Management 1 Page 11
  • 13. Consumer Behaviour2.0 Pre Purchase Consumer Behavior Analysis- TVS motors2.1 Pre-PurchaseWe will analyse the consumer behaviour considering the 7 O‟s model.Research Type: Exploratory researchMethod: Customer feedbackLocation: Ramkay TVS showroom, ChennaiType: Pre purchaseTotal samples size: 18 1. Occupants – The profile of the consumer surveyed is: a. Demographic study – Age group 25 to 40, Male to female ratio 9:1, Middle class customers b. Geographic study – Adayar, Chennai 2. Object of purchase – a. The consumer is planning to buy 2-wheeler for personnel use. 2-wheelers being considered are from premium (50,000+) and executive segments (price range 40,000 to 50,000). The major contributing factor in taking the buying decision was performance factor. The consumers are willing to pay more for high performance. This shows that the consumer preference shifts to utility for products having long term use. b. Various alternatives are evaluated in order to come to a final decision. Majority of the consumers considered 2 alternatives of which Yamaha shined as the major competitor in premium segment. Although Hero Moto corp holds the largest market share in 2-wheeler segment, our survey showed that Yamaha is the major competitor in the premium segment.Marketing Management 1 Page 12
  • 14. Consumer Behaviour 3. Objective: Objective of the purchase is majorly Utility.Marketing Management 1 Page 13
  • 15. Consumer Behaviour 4. Operations: The survey shows that consumers tend to do a lot of research before purchase. This can be because 2-wheeler is an expensive product and is used for a long time. Majority of the consumers gather information from advertisements. The consumer starts gathering information about a month before the purchase. This shows that majority of consumers start information gathering only after making a firm buying decision. 5. Organization: Our survey shows that the purchase decision was taken by the consumer himself. Influence from other sources like family/friends is limited. This can be majorly because the 2-wheeler is purchased for an individual’s need as opposed to 4-wheeler wherein family opinion comes into play.Marketing Management 1 Page 14
  • 16. Consumer Behaviour2.2 InferenceThe pre purchase behaviour can be segregated on basis of age group can be divided into 25-33, 34-40. 1. Age group – 25 to 33: This age group shows an inclination towards premium segment bikes wherein they look for design and performance factors. The consumer is willing to pay more for looks alongside with performance. The major competitor is Yamaha in this age group of consumers as their bikes also have good design. TVS can attract more customers of this age group if they improve the bike’s design, power and performance. 2. Age group – 33 to 40: This age group of consumers show more inclination towards performance and value for money. Utilities like mileage and performance takes precedence over design and looks.Consumers in both the segments have evaluated their options carefully and made thepurchase decision. Brand awareness is prevalent among customers and advertisement ismajorly the sourceMarketing Management 1 Page 15
  • 17. Consumer Behaviour2.3 Interview Findings- Pre purchase behaviourThe Pre purchase interviews with customers were conducted at RamKay TVS showroom,Adayar, Chennai. We met different set of customers and each customer exhibited varieties ofbehaviour. Their suggestions & feedback are recorded in the questionnaire. Some interestinginterview statements from Customers:Mr.Murugan: “I am planning to buy TVS excel super because it will help me to transfer someheavy office items. In this way the product really helps me”Analysis: TVS excel super‟s design helps this customer to carry heavy items and motivatedthe purchase. He also felt it will be a great value for money.Mr. Kumar: “I don‟t know to drive gear bike, so looking for a bike which will make mydriving simple. I will prefer scooty pep or Jive.”Analysis: This customer needed a convenient bike to drive in a high traffic environment. Sohe exhibited a very clear Preferred buying behaviour towards a product.Mr. Sultan Basha: “I look for a higher end stylish looking bike, so I am looking for ApacheRTR160. I am considering Yamaha Fzs also which my friends are using.”Analysis: This customer exhibited a Status seeking buying behaviour. He was moreinfluenced by his friends.Ms. Bharathi: “I prefer to take my children to school, so I need a comfortable two wheelerwhich will serve my purpose.”Analysis: This customer exhibited a Usage specific buying behaviour. She gave morepreference for the convenience.Mr. Mani: “I am looking for scooty pep, because it will be easier for me to drive in Chennaitraffic. I was also considering Honda Duo but the delivery time was high, so I dropped theplan”Analysis: This customer gave more importance to delivery time and he took just 2 days formaking the decision. Thus he exhibited a Quick buying behaviour.Inferences on Interview session (Pre purchase behaviour):Thus most of the customers preferred UTILITY which includes factors like convenience,usage and comfort. Some customers looked for the style. On an average Customer consideredat least one other product as an alternative.Marketing Management 1 Page 16
  • 18. Consumer Behaviour3.0 Post Purchase Consumer Behaviour Analysis -TVS motors3.1 Post-PurchaseResearch Type: Exploratory researchMethod: Customer feedbackLocation: Ramkay TVS showroom, ChennaiType: Post purchaseTotal samples size: 18Below are the parameters on which post purchase behaviour of consumers is analysed: 1. Customer satisfaction level: Level of satisfaction is high among the consumers as 50% of the people have rated the product as „Very Good‟.Marketing Management 1 Page 17
  • 19. Consumer Behaviour 2. Usage of the product: As per our analysis, the frequency of usage of the product is very high. The consumers use the product on a daily basis. 3. Features that contribute towards satisfaction: a. Performance is the major contributing factor towards customer satisfaction. Our pre purchase analysis showed that the customers‟ expectations were inclined towards the performance of the product. This post purchase survey shows that TVS is able to assess the needs of the customer and deliver it. b. The after sales service of the product is moderately rated. This shows that there is still scope for improvement in after sales which would help TVS in retaining its existing customer base.Marketing Management 1 Page 18
  • 20. Consumer Behaviour 4. Value for Money The product is perceived as complete value for money. This is related with overall performance, looks, design and features of the product. As most of the TVS products are targeted towards middle class, value for money is a very important aspect of satisfaction. Customers are willing to recommend the product to other prospective customers.Marketing Management 1 Page 19
  • 21. Consumer Behaviour3.2 Inference 1. The post purchase analysis shows that majority of the consumer are satisfied with the product. The objective of purchase as shown in pre purchase analysis was performance, which is the major satisfying factor in post purchase behaviour. This shows that TVS has succeeded in capturing customer expectations and thus giving the customers value of money. 2. On the contrary, the after sales service seems to be the point of concern for majority of the customers. Since after sales service plays an important role in retention of costumers, it would benefit TVS if it seeks ways to improve after sales quality which in turn will help them in holding on to the existing market share.Marketing Management 1 Page 20
  • 22. Consumer Behaviour3.3 Interview Findings- Post purchase behaviourThe Post purchase interviews with customers were conducted at RamKay TVS service centre,Adayar, chennai. We met different set of customers, who came for servicing their twowheelers and each customer exhibited varieties of behaviour. Their suggestions & feedbackare recorded in the questionnaire.Some interesting interview statements from Customers:Ms. Anu: “I am very happy with my Scooty. I own it for 15 years. I really feel this has a greatvalue for money. I suggest if TVS can open some good service centres in OMR, it will be sogood for us”.Analysis: This Customer was so much satisfied with the product (Stage of Delightment). Shehas even recommended the product to her friends. She gave a very good constructivefeedback. She also feels that the product is so convenient to take her children.Mr. Mano: “I suggest that the time taken for servicing should be reduced which in turnreduces our waiting time”.Analysis: This customer was happy with the product but not with the waiting time at servicelounge. Being an office goer, He feels the need of service time reduction.Ms. Usha: “My scooty pep‟s indicator got damaged while servicing, I feel these type ofservice time damages should be avoided.”Analysis: This customer was disappointed with the error TVS committed during servicing.Although she likes the product, she was little bit hesitant in recommending the brand.Mr. Ganesh: “ I have TVS JIVE bike. I am not at all satisfied with the bike‟s performance. Ibought this bike only because of convenience (it has no clutch) but it gives lot of problems.”Analysis: This customer was so much disappointed with the performance of JIVE. He feelsthat he has been fooled by TVS marketing persons. When discussed with the service centremanager, he tells that the problem with Jive couldn‟t be sorted out by the company itself.Marketing Management 1 Page 21
  • 23. Consumer BehaviourInferences on Interview sessionOverall the customers are satisfied with the product after purchase, the areas of majorconcern is Servicing:Customers want servicing section should be improved. Some customers even faced issuesimmediately after the service of their vehicles and were frustrated to visit frequently to thecentre for repairs. The main complaints were inferior quality of parts replaced and all theproblems not thoroughly checked by the service personnel. They also exhibited a behaviourin which a onetime error by the service centre makes them lose their confidence and hencediscouraged them from recommending the product to their family and friends who could bepotential customers for the company. Some customers suggested for a feature and mileageimprovement. Few products like TVS Jive has been not doing so well in market and has anegative perception from the customers.Marketing Management 1 Page 22
  • 24. Consumer Behaviour4. Post Purchase Consumer Behaviour Analysis of Regional Newspapers at Mahabalipuram Location4.1 Objective To analyse the post purchase behaviour of consumers towards newspaper atMahabalipuram through questionnaires and interviews.4.2 Company Profile Dinamalar[1] is a Tamil newspaper established in south India in the year 1951. Dinamalar provides both national and international news. Dinamalar provides wide range of supplements such as Varamalar, Computer Malar, Siruvarmalar to attract newspaper readers with various interests. Dinakaran[2] is Indias one of the most read Tamil Newspaper. Dinakaran is circulated amongst various south Indian cities like Bangalore, Chennai, Madurai, Delhi and Mumbai. Dinakaran has 12 editions across the country. Dhinathanthi[3] is another reputed daily Tamil newspaper in Tamilnadu, Bangalore, Mumbai, which was established in 1942. Dina Thanthi has 15 editions with the Mumbai edition being the latest. It is one of the largest circulated newspapers in Tamilnadu and the highest circulated newspaper in Bangalore and Pondicherry. Dinamani[4] was established in 1933 and is owned by The New Indian Express Group. Dinamani is published in Chennai, Bangalore, New Delhi, Madurai, Coimbatore, Tirunlveli, Dharmapuri in India. Dina Mani has separate sections for news, editorial and features.4.3 Rate Chart of Newspaper Newspaper Price on a week day (Rs.) Price on a week end (Rs.) Dinathanthi 4 5 Dinamalar 4 5 Dinamani 4 5 Dinakaran 3 4Marketing Management 1 Page 23
  • 25. Consumer Behaviour4.4 Procedure Undergone for Data Collection 1. Selection of a product category - Newspaper 2. Location for survey- Mahabalipuram 3. Survey Type- Questionnaire & Interview 4. Analysis & Interpretation using Graphs 5. Inference on consumer behaviour towards Newspaper at Mahabalipuram 6. Post purchase consumer analysis has been done to infer on : 6.a Indicators of the level of Satisfaction The measures that are taken for indicating the levels of satisfaction are  Customer Rating towards the product.  Duration of the customer‟s attachment towards the product.  Customer to customer marketing – Stage of delightment. 6.b Major factors leading to Customer satisfaction The measures that are taken for identifying the major factors are  Reasons for attractiveness  Appealing section in the newspaper  Language of newspaperMarketing Management 1 Page 24
  • 26. Consumer Behaviour4.5 Analysis of Consumer Behaviour towards Newspaper atMahabalipuramA survey has been conducted at Mahabalipuram on 26th may 2012. The survey analysed thepost purchase consumer behaviour pattern through 16 samples of questionnaires and through2 video interviews.The graph below shows different set of newspapers distribution at Mahabalipuram. It hasbeen found that Dinamalar and Dinathanthi are the highest selling papers. Hence theconsumer behaviour analysis has been done for the above mentioned papers. Newspaper Sales 6.25% Dinamalar 12.50% 31.25% Dinathanthi Dinamani 12.50% Hindu TOI 12.50% 25.00% OthersMarketing Management 1 Page 25
  • 27. Consumer Behaviour4.6 Post Purchase Consumer Behaviour towards Dinamalar Newspaper i. Level of Satisfaction: a. More than 60% of the customers rated the product “good”. This can be attributed to the fact that because they might have got bored with the monotonous usage of the newspaper. b. Although the customer rating for dinamalar is more towards good, the bonding of the customer with the product is high. c. The customer to customer marketing is 100%. This means that everyone is ready to market the product – It is indicative of the level of satisfaction-“ Stage of delightment” Customer Rating- Dinamalar 0.8 60.00% 0.6 0.4 20.00% 20.00% Customer Rating 0.2 0.00% 0.00% 0 Excellent Very Good Good Average Bad Duration of Customer Loyalty towards Dinamalar 1 60.00% 0.5 20.00% 20.00% Duration of Customer Loyalty towards Dinamalar 0 <5yrs 5-10yrs 10yrs< Customer to Customer Marketing- Dinamalar 150 100 50 Customer to Customer 0 Marketing Success FailureMarketing Management 1 Page 26
  • 28. Consumer Behaviour ii) Factors Leading to satisfaction: The satisfaction level of customer towards the product was quite high. The basic factors behind the satisfaction are a. Language: The language of the paper is so easy such that it attract all sections of customers. For example, the usage of this kind of paper is more relevant in small tea shops. Thus the 100% of the customers rated the language as easy to understand. Ease of Understanding the language - Dinamalar 150 100 100 50 0 0 Easy Difficult b. The external factor, which attracts the customer towards the product, is appropriate news and availability. Reasons for Attractiveness 28% 36% Appropriate news Easy Language Availability 36%Marketing Management 1 Page 27
  • 29. Consumer Behaviour c. The factor, which holds the customer for a long time, is analysed in the graph below. Most of the customers preferred political news towards the rest. Appealing section in the newspaper Politics Sports Headlines Movie others 0% 10% 40% 30% 20%Thus the company should concentrate more on providing political news and should make thatthe availability is not disturbed at any point of time.Marketing Management 1 Page 28
  • 30. Consumer Behaviour4.7 Post purchase Consumer Behaviour towards Dinathanthi Newspaper i. Level of Satisfaction: a. There is a strong inclination towards the newspaper‟s appeal among the consumers, this also reflects in the ratings section for the graphs below. A high number of consumers (75%) rate the product as very good or above. b. Almost 75% of the consumers have been associated with the product for more than a year and this suggests a positive increasing trend towards customer satisfaction and readership. c. Customer to customer marketing is 75% successful. This is indicative of the fact that there is a group of consumers who are happy but not delighted with the product. Consumer Rating - Dinathanthi 60 40 50 20 25 25 0 0 0 Excellent Very Good Good Average Bad Duration of customer loyalty - Dinathanthi 60 40 50 20 25 25 0 <1yrs 1-3yrs >3yrs Customer to Customer Marketing - Dinathanthi 80 60 75 40 20 25 0 Success FaliureMarketing Management 1 Page 29
  • 31. Consumer Behaviourii) Factors Leading to satisfaction: The satisfaction level of customer towards the product was reasonably high. Thecontributing factors are a. Language: The language of the paper is so easy such that it attract all sections of customers. For example, the usage of this kind of paper is more relevant in small tea shops. Thus the 100% of the customers rated the language as easy to understand. Ease of Understanding the language - Dinathanthi 150 100 100 50 0 0 Easy Difficult b. The external factor, which attracts the customer towards the product, is appropriate news. Reason for liking Dinathanthi Appropriate news Easy Language Availability 29% 43% 28%Marketing Management 1 Page 30
  • 32. Consumer Behaviour c. Most of the customers preferred political and sports news. Dinathanthis most appealing section Politics Sports Headlines Movie others 11% 11% 45% 11% 22%Thus the company should continue to strengthen political news section with increasedcoverage to other sections. Also, It should be more inclined towards increasing the localpresence to increase availability.Marketing Management 1 Page 31
  • 33. Consumer Behaviour4.8 Customer Interaction  Newspaper vendor: “The sales of newspaper has come down over the years” o Analysis: Due to the rapid increase in the viewership of electronic media, the decline in the newspaper readership is noticeable.  Customer: “Dinathanthi is not colourful and bears unpleasant odour” o Analysis: The customers were not happy with the appeal of the newspaper. The quality of the paper and the print was not adequate  Customer: “Dinathanthi gives elaborate news, whereas Dinamani gives short news and am happy with the Dinamalar.” o Analysis: The customer requirement is diverse and time is a constraint.  Customer: I read Dinakaran. My father has been reading the newspaper for many years. I do not like it though. I like to read Dinathanthi. o Analysis: The customer is clearly not happy with the newspaper that he reads daily. Because his family read the newspaper, he is forced to read too.4.9 InferenceBased on the post purchase consumer behaviour survey conducted at mahabalipuram forDinamalar and Dinathanthi the following inferences can be drawn: - Political news is the major source of consumption through newspaper for the readers - Most of the readers are happy about the content of the news and are ascribing the newspapers to new readers through their own experience with the product. - The local newspapers are favoured over other external newspapers because of language factor and appropriateness of the news. Thus , these factors are the USP of the newspapers. - There is fairly a good demand for the newspapers which is supplemented by a decent distribution system to keep the availability at good levels. - There is an increasing number of customers who have become loyal to the respective brands.Marketing Management 1 Page 32
  • 34. Consumer Behaviour4.10 References [1] http://www.releasemyad.com/newspaper/dinamalar [2] http://en.wikipedia.org/wiki/Dinakaran [3] http://en.wikipedia.org/wiki/Dina_Thanthi [4] http://www.newspapers-list.com/india/dinamani.php [5]http://management-punditz.blogspot.in/2012/04/indian-two-wheeler-sales-march- 2012.html [6]http://www.business-standard.com/content/research_pdf/tvs_050312.pdf [7]http://www.tvsmotor.in/pdf/19th-Annual-Report-2010-2011.pdfMarketing Management 1 Page 33