Tvs motors summer internship report a study on customer satisfaction towards tvs motors in kanpur city

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Summer Internship Project
A study on Customer satisfaction towards TVS Motors in
Kanpur City
Prepared by
Shivam Gupta
Roll No.: 1818170078
MBA Batch 2018-20
Under the guidance of
Dr. C. K. Tewari Sir
Academic Year
2019-2020
Submitted To
Science & Technology Entrepreneur’s Park – Harcourt
Butler Technological Institute
Kanpur
Affiliated to
Dr. APJ AKTU, Lucknow

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This is to certify that Mr. Shivam Gupta S/O Mr. P. K. Gupta, is a student of Master’s
in Business Administration, 3rd.
semester in Science & Technology Entrepreneur’s
Park, Harcourt Butler Technological Institute, Kanpur affiliated to Dr. A.P.J. Abdul
Kalam Technical University, Lucknow has successfully completed summer internship
project titled “A Study on Customer Satisfaction towards TVS Motors in Kanpur
City. ”
This internship report on evaluation fulfils all the stated criteria and student’s findings
are his original work.
I hereby certify his work excellent to the best of my knowledge.
Signature:
Mentor: Dr. C. K. Tewari Principal’s Signature:

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DECLARATION
I, hereby declare that this submission is my own work. It contains no material
previously published or written by another person, nor has this material to a substantial
extent been accepted for the award of any other degree or diploma of the university or
other institute of higher learning.
SHIVAM GUPTA
1818170078

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ACKNOWLEDGEMENT
Research Project Report is the one of the important parts of MBA program, which has
helped me to gain a lot of experience, which will be beneficial in my succeeding
career.
For this with an ineffable sense of gratitude I take this opportunity to express my deep
sense of indebtedness and gratitude to my project guide Dr. C.K. Tewari, for their
encouragement, support and guidance in carrying out the project.
I am also thankful to my Parents and my friends for their indelible Co-operation for
achieving the Goal of this study.

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PREFACE
In this age of throat cut competition, there is much importance given to practical skills.
The theoretical knowledge is not sufficient to cater the need of management.
Today every person wants to be a master in the field they are working in. The practical
training is a life of management student. In modern world the importance of
management is increasing day by day. Industrial training provides a student sufficient
knowledge to develop an education to connect theory and practical. So, to fulfill the
purpose, I have done training at the Genuine Motors.

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Table of Contents
S.No Topic Page No.
CHAPTER- 1
1.1 General Introduction 10
1.2 Industrial Profile 11-12
1.3 Major Players 13-15
CHAPTER- 2
2.1 Company Profile 16-18
2.2 History of Two Wheeler 19-20
2.3 Mission & Vision 21-24
2.4 Current Status 25-26
2.5 Supply Chain Management 27-33
2.6 Products 34-46
2.7 Organisation Profile 47-49
2.8 TVS Group 50-51
-

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CHAPTER – 3
3.1 Review of Literature 52-55
3.2 Introduction to the Topic 56-61
3.3 Research Methodology 62
3.4 Significance 63
3.5 Objective 64
3.6 Scope 65
CHAPTER – 4
4.1 Data Analysis and Interpretation 70-84
CHAPTER – 5
5.1 Findings 85
5.2 Recommendations 86
5.3 Conclusion 87
5.4 Appendices 88-90
5.5 Bibliography 91

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EXECUTIVE SUMMARY
Topic of the study: “A study report on customer satisfaction towards TVS Motors in
Kanpur city”
Need for study:
To understand the satisfaction level of the customer regarding the service provided by
TVS Motors, to understand what are the customer requirement and improvement
required by them in service.
Objective of the study:
• To know the customer satisfaction level towards services ofTVS Motors.
• To know the problems presently faced by the customers at TVS Motors.
• To study the post sales service performance.
• To know the new area of improvement.
Research Design:
• Primary Source: Questionnaire & Personal interaction.
• Secondary Source: Company data through Internet.
• Sample Size: 100 customers
• Location: Kanpur City.

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CHAPTER-1
INTRODUCTION
1.1 GENERAL INTRODUCTION:
The Indian two-wheeler industry has been in the limelight recently because of its
impressive performance. Hero has been the largest manufacturer of motorcycles in the
world for quite some time. Its motorcycle model Splendor has also been the largest
selling model in the world. The last few years have also seen a large quantity of two-
wheelers being exported. In neighbouring countries like Bangladesh and Sri Lanka,
the Indian two-wheeler manufacturers have captured the market. Even in Africa and
South America Indian motorcycles have been well received. Some of the Indian
manufacturers like TVS Motors and Bajaj Auto are in the process of setting up
assembly and manufacturing plants. The number of models being introduced by Indian
two-wheeler manufacturers every year is also high. At this crucial juncture when the
Indian two-wheeler industry is making its mark in the global market, this book Two-
Wheeler Industry in India. An Introduction will make interesting reading. The book
has been divided into three sections. The first section traces the evolution of the
industry, its growth and the reasons for the industry being competitive. The second
section delves into the issues facing the industry and future of the industry. It also
throws light on the exports of two-wheelers, Government policies affecting the growth
of the industry and electric scooters and motorcycles. The third section discusses the
major players, Hero, Honda, TVS Motors, Bajaj Auto.

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1.2 INDUSTRIAL PROFILE:
The motors on mini bikes, scooters, and mopeds, or motorized velocipedes, are usually
air-cooled and range from 25 to 250 cubic cm (1.5 to 15 cubic inches) in displacement;
the multiple-cylinder motorcycles have displacements of more than 1,300 cubic cm.
The automobile was the reply to the 19th-century dream of self-propelling the horse-
drawn carriage. Similarly, the invention of the motorcycle created the self-propelled
bicycle. The first commercial design was a three-wheeler built by Edward Butler in
Great Britain in 1884. This employed a horizontal single-cylinder gasoline engine
mounted between two steerable front wheels and connected by a drive chain to the rear
wheel.
The 1900s saw the conversion of many bicycles, or pedal cycles by adding small, centrally
mounted spark ignition engines. There was then felt the need for reliable constructions.
This led to road trial tests and competition between manufacturers. Tourist Trophy (TT)
races were held on the Isle of Man in 1907 as reliability or endurance races. Such were
the proving ground for many new ideas from early two-stroke-cycle designs to
supercharged, multivalve engines mounted on aerodynamic, carbon-fibre reinforced
bodywork.

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Key highlights of Indian two-wheeler segment: -
• India’s the second largest producer of two wheelers
• Two-wheeler segment contributes the largest volume amongst all the
segments in automobile industry
• The industry is growing at 30% annually.
• Indian two-wheeler industry is as old as 53 years.
• Bajaj auto began trading in imported Vespa Scooters in 1948.
• Until the mid-80’s, there were only three major motor cycle
manufacturers in India namely Rajdoot, Escorts, and Enfield.
• The two-wheeler market was opened to foreign manufacturers in the mid 80’s.
• In 1984, Hero group entered the market in joint venture with Japan’s Honda
Group.
India is the second largest manufacturer and producer of two-wheeler in the world. It
stands next only to Japan and China in terms of the number of two-wheelers produced
and domestic sales respectively. Two Wheeler segment as a whole during the year
2018-19 drop by over 17.31% Backed by Government’s initiative on rural roads and
better connectivity with major towns and cities, improved agricultural performance,
upward trend of purchasing power in the hands of rural people, the two wheeler
industry was able to achieve the performance of crossing 7.8 million two wheelers,
during the year 2018-19.
• Hero 35%
• Honda 26%
• TVS Motors 18%
• Bajaj 12%
• Others 9%

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1.3 MAJOR PLAYERS
Company name Impact Impact factors
YAMAHA Neutral A, B, C, D
BAJAJ AUTO LTD Neutral A, B, C, D
KAWASAKI Neutral A, B, C
HONDA Neutral A, B, C, D
MAHINDRA Neutral A, B, C
SUZUKI Neutral A, B, C, D

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Subsidiaries of TVS Group:
1. TV Sundaram lyengar and Sons Limited operates through the three following
divisions.
2. TVS Sundaram Motors Madras Auto Service.
3. TVS and Sons distribute Heavy duty Commercial Vehicles, Jeeps and Cars. It
represents premier automotive companies like Ashok Leyland, Mahindra and
Mahindra ltd. Fiat and Honda. It also distributes automotive spare parts for
several leading manufacturers.
4. TVS & Sons has grown into a leading logistics solution provider and has set up
state-of-the-art warehouse all over the country. It has also diversified into
distributing Garage equipment that ranges from paint booths to engine analyses
and industrial products.
5. Sundaram Brake Linings Limited- First Indian company to manufacture
asbestos-free brake linings, woven clutch facings and disc pads for automotive
applications.
6. Sundaram Fasteners Limited- India’s largest manufacturer of radiator caps to
GM in USA.
7. Sundaram Finance Limited – Leading consumer finance company in India.
8. Sundaram Industries Limited - with a reputation built over five decades,
comprises several divisions: custom moulded rubber products, tyre service and
coach building. Also specializes in refrigerated trucks and bunk beds.

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9. Sundaram Clayton Limited - Sundaram Clayton Limited was established in
1962 in collaboration with Clayton Dewandre Holdings Plc. (WABCO
Automotive) pioneering the manufacture of air brake systems in India. SCL
enjoys a major share of the Indian OEM.
10. Market as well as the domestic aftermarket, which it caters to through a strong
and well spread-out distribution network SCL-Brakes division is the first
company in India and fourth company outside Japan to win the Deming award
for achieving distinctive performance improvements through TQM.
11. Sundaram Motors – Major dealer for Indian and foreign cars in South India
and foreign cars in South India. Established in 1966, Sundaram Fasteners
Limited (SFL) is today the largest manufacturer of high tensile fasteners in
India. SFL is also the principal supplier of radiator caps to General Motors,
North America. Powder metal parts include rotors & gears, shock absorber
components, value train components, structural components and bushes. Cold
extruded parts include gear blanks transmission parts, cams, starter sleeves &
pinions and CV joint parts. The radiator caps range includes oil filter caps and
fuel filter caps, both metallic and plastic.

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CHAPTER-2
2.1 COMPANY PROFILE
Founded in 1979, TVS Motor Company, the USD 1.5 billion, flagship company of
the 100year old, USD 7 billion, TVS Group, is one of India’s leading two-wheeler
manufacturers and among the top seven in the world. The company has the wide
strange of products in the Indian two and three-wheeler industry with exports to more
than 60 countries worldwide.
TVS Motor Company is a multinational motorcycle company headquartered
at Chennai, India. It is the third largest motorcycle company in India with a revenue of
over 20,000crore (US$2.9 billion) in 2018-19. The company has an annual sales of 3
million units and an annual capacity of over 4 million vehicles. TVS Motor Company
is also the 2nd largest exporter in India with exports to over 60 Countries.
TVS Motor Company Ltd (TVS Motor), a member of the TVS Group, is the largest
company of the group in terms of size and turnover.
Driven by technology and innovation at the helm, TVS Motor Company boasts of a
rich talent pool of more than 7000 personal who constantly emphasize the company’s
commitment to ensure best practices in state-of-the-art manufacturing facilities at
housing Tamil Nadu, Mysore in Karnataka, Nalagarh in Himachal Pradesh and
Karawangin Indonesia. Mr. Venu Srinivasan, the Chairman of TVS Motor Company
had led by example, winning many laurels including the prestigious “Padma
Shri”award.”Order of Diplomatic Service Merit” medal from Korean President, The

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JRD Tata Corporate, The Star of Asia award by Business Week, The Jamshedji
TATA Lifetime Quality Achievement Award and Emerging Corporate Giant-Times
& Harvard Business School Association are other high-profile awards bestowed on
him, on behalf of the company. He was also awarded the coveted Ishikawa-Kano
Award presented by Asian Network for quality. Among the latest honours conferred
on him was an honorary doctor of science degree by Purdue University, USA. The
company’s penchant for quality resulted in it becoming the first two-wheeler
manufacture to win the coveted Deming Award in 2002.It was the first Indian
company to deploy a catalytic converter in a 100cc motorcycle and the first to
indigenously produce a four stroke 150cc motorcycle.
In 2006, the company’s TVS Apache became the first Indian motorcycle to
consecutively win six prestigious awards in a row. In 2007, TVS became the first
Indian automobile manufacturer to roll out as many as seven new products on a
single day, a testimony to its manufacturing process. In 2012, TVS Motor Company
was declared as ‘India’ most trusted Two-Wheeler Brand ‘by the Brand
Equity Most Trusted Brand Survey and in 2014 TVS Jupiter became the most
awarded scooter in India, winning six ‘scooter of the year ‘awards from leading
publication houses in the country.
In 2015, TVS Motor Company emerged as the most awarded two wheeler
manufacture of the year having received ‘Two wheeler manufacturer of the year”,
‘Motorcycle of the year up to 110 cc TVS Star city+ and ‘Two Wheeler commercial
of the Year’: TVS Sports at the NDTV Car and Bike awards 2015,’motorcycle of the
year Up to 110cc’:TVS Star city+ at the car India Bike India Awards 2015 and
‘scooter of the year’: TVS Scooty Zest at the Bloomberg Autocar India Awards
2015,ET Zig wheels Awards 2014 and CNBC Overdrive Awards 2015.In the
Inaugural edition of JD Power India Two-wheeler IQS 2015,TVS brands featured in
the top three across segments. While TVS Wego and TVS Jupiter claimed top spots,
TVS spots, TVS Sport, TVS star city+ featured in the top three in economy

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motorcycle and TVS Apache RTR 160 and 180 in top three in premium category.
TVS motor Company’s customer inspired engineering approach, has enabled it to
introduce the widest product range that caters to all segments of the two and three-
wheeler industry in India. Total customer satisfaction is achieved through philosophy
which is based on the five pillars of TQM.
In the year 2018-19, the company continued to grew ahead of the industry registering
sales of 37.6 lakh units of two- wheelers in 2018-19 growing by 11.6% over last year.
Sale of motor cycle grew by 15% and scooters by 14.6%. Three-wheelers sales grew
by 57.6% in 2018-19 mainly on a account of international markets. Sale of spare
parts grew by 13.8%.

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2.2 HISTORY OF TWO- WHEELER
INDUSTRY IN INDIA:
According to a study conducted by global consulting firm Frost and Sullivan, the two-
wheeler industry will be the fastest-growing segment of the Indian automobile
industry. The study said that of all personal transportation vehicles, the motorcycle
segment will grow the fastest, followed by passenger cars. Automotive sales in the
country will get a boost from cuts in the excise duty, new model launches, higher
disposable incomes and a changing consumer mindset. The Indian automotive market
is now a buyers’ market and the general economic slowdown makes it imperative for
industry participants to stay ahead of demand trends, said the firm.
Vehicles Percentages %
Two wheelers 78.63%
Passenger vehicles 10.44%
Commercial vehicles 4.03%
Three wheelers 3.90%
78.63%
10.44%
4.03% 3.90%
Percentages of vehicles utilisation
Two wheelers Passenger vehicles Commercial vehicles Three wheelers

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• 1920: the business stared with the landmark if mill and oil mill.
• 1950: one of partners being educated in the field of engineering with
mechanical and electrical stated with the business in automobiles.
• 1951: TVS automobile came into light, known for dealers in automobile.
• 1954: TVS automobiles got the dealership of MICO and PERKINGS
ENGINES.
• 1958: TVS automobiles came the big screen by getting the dealership of
Ashok Leyland (heavy commercial vehicles) from Hinduja groups. Along
with the dealership of Ashok Leyland, TVS even stepped in the dealership
of international tractors.
• 1959–60: Started with machine shop in the name of TVS garage and industries.
• 1983– 84: Got the dealership of two wheelers from TVS automobiles and
started with dealership of TVS mopeds, later with motorbike-IND
SUZUKI, and finally also with dealership scooterettes… TVS Scooty,
Suzuki Fiero, victor.
• 1992 - Gave up the dealership of Ashok Leyland (heavy commercial
vehicles) of the Hinduja group and diverting towards TATA MOTORS.
Where it had the various types of vehicles to the customer, LCV-light
commercial vehicle, HVC-Heavy commercial vehicles, MUV-Multi Utility
Vehicles, PCD-Passenger Car Division, since from the year 1998.
Apart from the above-mentioned business diversified taken up by automobiles. It
also has the dealership of BOSCH, runs a pollution check canter approved by the
government of UP and RTO.

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2.3 MISSION & VISION STATEMENT:
Mission: -
We are committed to being a highly profitable, socially responsible, and leading
manufacturer of high value for money, environmentally friendly, lifetime personal
transportation products under the TVS brand, for customers predominantly in Asian
markets and to provide fulfilment and prosperity for employees, dealers and suppliers.
Vision Statement: -
Driven by the customer: TVS Motors will be responsive to customer requirements
consonant with its core competence and profitability. TVS Motors will provide total
customer satisfaction by giving the customer the right product, at the right price, at the
right time.
The Industry Leader: TVS Motors will be one among the top two two-wheeler
manufacturers in India and done among the top five two-wheeler manufacturers in
Asia.
Global overview: TVS Motor will have profitable operations overseas especially in
Asian markets, capitalizing on the expertise developed in the areas of manufacturing,
technology and marketing. The thrust will be to achieve a significant share for
international business in the total turnover.
At the cutting edge: TVS Motor will hone and sustain its cutting edge of technology
by constant benchmarking against international leaders.

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Committed to Total Quality: TVS Motors is committed to achieving a self-
reviewing organization in perpetuity by adopting TQM as a way of life. TVS Motors
believes in the importance of the process. People and projects will be evaluated both
by their end results and the process adopted.
The Human Factor: TVS Motors believes that people make an organization and that
its well-being independent on the commitment and growth of its people. TVS Motors
will create an enabling ambience where the maximum self-actualisation of every
employee is achieved. TVS Motors will support and encourage the process of self-
renewal in all its employees and nurture their sense of self-worth.
Responsible Corporate Citizen: TVS Motors strives for long-term relationships of
mutual trust and interdependence with its customers, employees, dealers and
suppliers.

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Growth and Development of the Indian Two-Wheeler
Industry:
After facing its worst recession during the early 1990s, the industry bounced back
with a 25% increase in volume sales in FY 1995. However, the momentum could not
be sustained and sales growth dipped to 20% in FY 1996 and further down to 12% in
FY 1997. The economic slowdown in FY 1998 took a heavy toll of two-wheeler
sales, with the year-on-year sales (volume) growth rate declining to 3%o that year.
However, sales picked up thereafter mainly on the strength of an increase in the
disposable income of middle-income salaried people (following the implementation
of the Fifth Pay Commission's recommendations), higher access to relatively
inexpensive financing, and increasing availability of fuel-efficient two-wheeler
models. Nevertheless, this phenomenon proved short-lived and the two-wheeler sales
declined marginally in FY2001. This was followed by a revival in sales growth for the
industry in FY2002. Although, the overall two-wheeler sales increased in FY2002,
the scooter and moped segments faced de-growth. FY2003 also witnessed a healthy
growth in overall two-wheeler sales led by higher growth in motorcycles even as the
sales of scooters and mopeds continued to decline. Healthy growth in two-wheeler
sales during FY2004 was led by growth in motorcycles even as the scooters segment
posted healthy growth while the mopeds continued to decline. And slowly gradually
over the years (2005-2013) the sales volume of two-wheeler has seen a drastic change
because of its increasing importance.

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Demand drivers: -
The demand for two-wheelers has been influenced by a number of factors over the
past five years. The key demand drivers for the growth of the two-wheeler industry are
as follows:
• Inadequate public transportation system, especially in the semi –urban
and rural areas;
• Increased availability of cheap consumer financing in the past 3-4 years;
• Increasing availability of fuel –efficient and low-maintenance models;
• Increasing urbanization, which creates a need for personal transportation;
• Changes in the demographic profile;
• Difference between two-wheeler and passenger car prices, which makes two-
wheeler the entry –level vehicles;
• Steady increase in the per capita income over the past five years; and
• Increasing number of models with different features to satisfy diverse
consumer needs.
• With the demand drivers listed here operate at the broad level, segmental
demand is influenced by segment- specific factors.

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2.4 Current Status:
1. TVS Motor Company: Two-wheeler sales grew by 2% with sales increasing
from 186,376 units in October 2012 to 189,979 units in October 2013.
Domestic two-wheeler sales grew by 2% while motorcycles grew by 13% and
scooters showing a 4.2% decline in sales.
2. TVS Motor Company sees a significant increase in three-wheeler sales at
95%, going from 4,062 units in October 2012 to 7,926 units in October.
3. TVS: Two-wheeler exports registered a growth of 4% with sales growing
from 16,103 units in October 2012 to 16,750 units in October 2013.
4. Total exports at TVS Motor company increased by 47% in September. Of this,
two-wheeler exports grew by 32%.
5. TVs Motors falls by nearly 10% as the company signs an agreement with
BMW
.
6. TVS Motor recorded volume as of 165,696 units, down 3.7% YoY & 5.8%
MoM in Feb 2013.
7. TVS Motor Company has signed on Telegu film hero Mahesh Babu as its
brand ambassador. As far as products are concerned, he will start the
association with TVS.
8. Phoenix as of now, since it is the company’s latest product offering and in due
course, will endorse all TVS motorcycle brands.

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9. Total exports of TVS Motor 2-wheeler in the reported period went up 31%
with scooter sales growing by 37%.
10. Two-wheeler exports of TVS Motor registered a growth of 26% from 18,095
units in February 2013 to 22,713 units in February 2014
11. Shares of Hero MotoCorp have surged 4%, while TVS Motor Company
alsogained 3.86% on the BSE.
12. Owing to cost of materials, employee benefits expenses (Rs 32.70 crore) and
other expenses, the expenses of TVS Motor went up by around 12% to Rs
122.96 crore
13. Revenue of TVS Motor during the reported quarter grew 13% to Rs 2,034.71
crore from Rs 1,802.61 crore, a year ago.
14. In the year 2018-19, the company continued to grew ahead of the industry
registering sales of 37.6 lakh units of two- wheelers in 2018-19 growing by
11.6% over last year. Sale of motor cycle grew by 15% and scooters by
14.6%. Three-wheelers sales grew by 57.6% in 2018-19 mainly on a account
of international markets. Sale of spare parts grew by 13.8%.

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2.5 SUPPLY CHAIN MANAGEMENT:
Forming the inner of the extended TVS family; our suppliers are involved at every
stage of product development.
We extend core values and best practices to all our suppliers. Through continuous
training forums we impart TPM (Total Productivity Maintenance) and JIT (Just in
Time) practices.
TVS suppliers are committed to quality through continuous improvement and up
gradation of processes. This has helped them obtain prestigious international
certifications like ISO 9000, QS 9000 & TS 16949.
The TVS Motors Company R&D team has a strong pool of technical talent supported
by state-of-the-art infrastructure capable of developing new and innovative designs.
Currently, more than 400 engineers work on developing radically new products and
cutting-edge engine technologies. Our R&D team has developed the revolutionary
Variable Timing Intelligent (VT-i) Engines, one of the most innovative technologies
developed in the two-wheeler industry.
TVS R&D Engineers have published multiple technical papers in international
conferences on engine and vehicle technologies. They also have a number of patents
to their credit.

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Quality is the way of life:
At TVS Motor Company, every department works in tandem to produce quality
product. The people from the pillars of support, strengthening the overall quality
standards and moving towards total customer satisfaction.
In our quest to achieves world class levels in quality as well as improvements in
design and processes, the company has formed special task forces to monitor quality
related performance. The basis tents of TQM, including daily work management,
Policy management, Kaizen (continuous improvement), training and standardization
are followed across our organization.
Acknowledges by the Japanese for Quality. We at TVS Motor Company are proud to
have been awarded the prestigious and coveted Deming Prize, instituted by JUSE
(Union of Japanese Scientists and Engineers). TVS Motor Company in the only 2-
wheeler company in the world to have received this award.
TVS Motor Company was also awarded the prestigious “TPM Excellence award First
category” by Japan Institute of Plant Maintenance (JIPM), rated as the benchmark in
TPM excellence in India.
Strategy:
CONSOLIDATION is the current theme at TVS Motor. In the intervening period that
is, before new models are rolled out – the company seems to be trying to refocus and
offer potential customers more choice with the launch of new variants under the
existing badges.
The new variants have been fine-tuned based on customer feedback. They will attempt
to offer more value to the customer, even as competitors have been nibbling away at
the company’s market share.

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The new variants are basically spruced up versions of bikes that have either been
performing below expectations or attracting customers only in specific markets.
So, the obvious two to get the cosmetologist treatment are the TVS Victor GX and the
Star.
The 110cc Victor GX was not finding many takers from either the 100cc or the 125cc
segments. Designed to attract the entry-level bike buyer interested in a bit more of
power and style, the Victor GX (and for that matter the GLX) has not been able to stir
up the same level of interest among potential customers that the original Victor had
managed to do.
Now, TVS has replaced the Victor GX with newly developed Victor Edge, and the
principal change is the heart transplant. The old 110cc engine has been hauled out and
a slightly tweaked version of the GLX’s 125cc engine has been in its place.
The new, fine-tuned 125cc engine delivers a higher 9.2 bhp of peak power against the
8.1 bhp that the earlier 110cc engine managed.
The extra power should give the Edge an advantage in the premium entry-level bike’s
category. However, TVS has not chosen to replace the four-speed gearbox with a
Five-speed shifter, a feature that more bikes in this segment want as part of the
package.
The Victor Edge’s engine performance has been aided by a roller cam follower for
reducing friction losses, and this is expected to improve fuel-efficiency. The engine
also features larger valves and a reworked air-box for better sir induction.
The Edge also features changes to the chassis, including an increased wheelbase and a
new box section swing arm for greater stability and better manoeuvrability, handling
and ride. The Edge’s wheelbase has been increased from 1,200mm to 1,240mm, and
comes with gas filled shock absorber at the rear.

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The other additions are optional alloy wheels and disc brakes, new dual tone side
panel stickers with five colour theme options, enhanced grip levers for better feel, and
slightly reworked switchgear that feels more study and reliable.
Along with the launch of the Victor edge, TVS has unveiled a new version of the
company’s barebones, entry-level 100cc bike.
The Star (spelt as Star) had replaced TVS’ long standing two-stroke entry-level bike
series – the erstwhile Max 100 and Max 100R – last year.
After the launch of the Star DLX, the slightly jazzed-up version of the basic stripped-
down model, the TVS Star City, launched earlier this month, will now attempt to offer
the entry-level biker who wants to continue to stick within the bounds of this segment,
a bit more style and finish.
With that target audience, the bike is being offered with a new headlamp fairing and
halogen bulb combo, easy-to-read instrumentation with a new blue backlight, push-
cancel indicator switches, new spring shock absorbers with a hand-operated pre-load
adjustment lever and a new sporty silencer and heat shield combo that feature the same
diagonally chopped-off design that Yamaha first brought to the market.
Seat width on the Star City has also been increased slightly to improve ride comfort
for long distance travel. The roller cam follower technology that TVS first adopted in
the Centra has been inducted into the Star City for friction reduction and increased
mileage.
The bike will also sport a new, more rigid, reinforced chassis frame and wider three-
inch tyres at the rear for improved stability and road holding.

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There was a time, not long ago, when a two-wheeler meant a Bajaj Chetak or an LML
Vespa. In the past five years or so, sales of motorcycles have outstripped sales of
nearly all other two-wheelers. Consumer preferences have shifted in favour of
motorbikes and though this is partly related to price factors, it is also due to the fact
that motorcycles are actually being seen as better vehicles than the heavy and
unwieldy geared scooters.
Motorcycle, being more suited for commuting than any other vehicle, combines a
variety of factors such as comfort, ability to handle bad roads and intrinsic stability.
All this makes it extremely suitable for the Indian market.
Here comes gearless but, curiously enough, in the past one year the scooter has not
only back, but is surging ahead in sales-and this time it is sleeker, lighter and, most
importantly, without gears. Indeed, in a number of B and C cities and small towns
across India, women and teenagers are taking to gearless scooters like “ducks to
water”.
It’s easy to see why. Gearless scooters are light and easy to handle, have sufficient
compartments to carry goods and go easy on fuel, much like mopeds, with their almost
legendary fuel-saving ability. In fact, in recent times, auto industry experts say there
has been a discernible shift of buyers from mopeds to gearless scooters as the latter
cost just a coupe of thousand more and come with sturdier bodies and better looks.
Around two year ago when sales of geared scooters started falling, a number of
companies led by Honda Motor and Scooters India, which did not have a motorbike
model in the market, launched gearless scooters in an effort to grow this segment. The
gearless scoters segment (75-125 cc) comprises four major players: Honda with the
Active and the Dio; Kinetic with the Zoom and the Nova; Bajaj with the Sunny and
the Saffire; and TVS with the Scooty.

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The Honda Active’s fast growth has encouraged other players to come out with new
offerings to increase the market share. One example is Kinetic Engineering; wit sister
company Kinetic Motor, who are the pioneers in the gearless scooters segment and the
largest manufacturer of gearless scooters in India starting from humble beginnings
with the Luna moped in 1970.

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Awards:
1. TVS APACHE bages 5 coveted awards by leading Auto Magazines
2. CNBC-TC18 AUTOCAR AWARDS 2006
3. OVERDRIVE Awards 2006
4. Business Standard Motoring Awards 2006
“Indigenous design of the year”
“Design of the year 2006-Two-wheeler”
6. BBC Top Gear design awards 2006
7. SCOOTY PEP PLUS - “Scooter of the year”
9. ISOTOPE 200 (CONCEPT BIKE FROM TVS motor Company)
“Design of the Year- Concept Vehicles”
Top [ Gear design awards 2006]
10. Ace Award for Most Innovative NetWeaver Implementation-2007
11. TPM Excellence Award-2008
12. Customer satisfaction by J.D. Power Asia Pacific Awards -2018

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2.6 PRODUCTS:
Two Wheelers in India was set up as a joint venture between TVS and Dunlop, UK in
1960. The company supplies wheels as Original Equipment to all major vehicle
manufacturers in the country. Wheels India is entering into collaboration with Titan,
the world leader in off-highway vehicle wheels relating to earthmoving, construction
and agricultural equipment. Manufacturing Plants are located at Chennai, Tamil Nadu,
Rampur, UP and Ranjangaon, Maharashtra. Wheels India has a workforce of 100.
Launched Models:
1. India’s first 2-seater 50cc Moped TVS 50, launched in Aug 1980.
2. First Indian Company to introduce 100cc Indo-Japanese motorcycles in Sept
1984.
3. Launched India’s first indigenous Scooterettes (sub-100 cc variomatic
scooters), TVS Scooty in June 1994.
4. Introduced India’s first catalytic converter enabled motorcycle, the 110cc
Shogun in Dec1996.
5. Launched India’s first 5-speed motorcycle, the Shaolin in Oct 1997.
6. Launched TVS Fiero, India’s first 150 cc, 4 stroke motorcycle, in April 2000.
7. Launched TVS Centra in January 2004, a world-class 4-stroke 100 cc
motorcycle with the revolutionary VT-I Engines for best-in-class mileage.

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8. Launched TVS Star in Sept 2004, a 100 a motorcycle which is ideal for rough
terrain.
9. TVS Flame, TVS Scooty Electric Vehicle and Three-wheeler TVS King
launched. Apache RTR-first two-wheeler in India to have racing inspired,
launched in 2008.
10. TVS Apache RTR 180 and TVS Streak launched in 2009.
11. TVS Wego and TVS Jive launched in 2010.
12. TVS Apache RTR ABS launched in 2011.
13. TVS Phoenix 125 launched in 2012.
14. TVS Jupiter launched in 2013.
15. TVS Apache RTR 200 4V in 2018.
16. TVS Ntorq 125 in 2019.
17. TVS Apache RTR 160 4V in 2019.

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Apache RTR160
Apache is TVS' answer to the ever growing premium 150cc segment. Borrowing the
‘racing DNA’ from TVS racing, the Bike comes with an air cooled 159.7cc engine
belting out 15.2 bhp of power and 13.1 Nm of torque. It also features an analogue-
digital combo console, gas charged shock absorbers and a front petal disc brake.
The claimed mileage figure is at 60kmpl. The bike is priced at 72,514 serving the
performance purists in the 150cc and above class of bikes, the Apache range of
motorcycles from TVS comes with an extremely peppy and grunty motor coupled
with equally enthusiastic handling dynamics.

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Apache RTR 180
The Apache RTR 180 is a small displacement performance bike offering from TVS
Motor Company. In terms of both looks and performance, the Apache R TR 180 is a
very good product and offers great value for money. Sharp design elements,
including LED DRLs with pilot lamps lend the Apache RTR 180 aggressive looks.
The engine, tank and tail cowls are styled with aerodynamic race design and also get
racy decals. The instrument panel gets an LCD display of the Apache RTR 180 is
quite good.

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Apache RTR 200 4V
The TVS Apache RTR 200 is the flagship offering from the Hosur based two-
wheelers giant. Though one can say that TVS made its fans wait a long-time for the
bigger displacement Apache but the wait was worth it. The styling is chiselled and
sharp while maintaining the design DNA of the Apache family and is a good-
looking motorcycle. The Apache RTR 200 also gets LED DRLs and an all-digital
instrument cluster with a lap timer and top speed recorder being the standout
features. The new TVS motorcycle has been priced at Rs 89,457 for the base variant
and competes against the Bajaj Pulsar NS200 and the new Yamaha FZ25.

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Phoenix
The second 125cc offering by the Chennai-based bike maker after the not-so
successful TVS Flame, the Phoenix is powered by an all- new Eco Thrust engine
that’s both refined and frugal. The Phoenix comes with several attractive features
such as a digital speedo with amber backlight, a digital fuel gauge, a low battery
reminder, petal disc brake at the front, etc, though overall styling is still very
conventional compared to the competition.

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Star City Plus
TVS Motors were among the biggest players in the 110cc commuter segment at the
turn of the century with Victor range of motorcycles. Sadly, the Victor couldn’t
survive the test time and slowly faded away after making a promising start. TVS
knew that it couldn’t afford to bow out from the commuter segment given the
volumes they register. For this purpose, it launched the Star City range of
commuters and the new TVS Star City+ is the flagship offering in the commuter
segment from the manufacturer. The styling of the bike is similar to any modern
commuter motorcycle with a biking fairing, single piece headlamp, alloy wheels,
sculpted fuel tank and the works. But owing to the snazzy graphics and the use of
chrome on the exhaust shield and the 3D logo, the Star City+ is striking for a
commuter offering. The Star City+ has an analogue dial for speedometer and a
digital fuel gauge along with a service indicator and typical TVS, Eco and power
mode indicator. Switch gear quality of the motorcycle is fantastic and wouldn’t
seem out of place on a more expensive motorcycle. Build quality and paint finish is
also impressive and the bike is solidly put together and this has slowly becoming a
hallmark of TVS products.

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Sport
Refreshing its commuter range, TVS Motor Company has launched an updated
version of the TVS Sport. The 100cc motorcycle comes with improved mileage and
some new features. The new TVS Sport now claims to offer fuel economy of
95kmpl “under standard drive cycle conditions”, which is over 7kmpl more than the
older model’s claim of 87. 7kmpl.According to an official statement released by
TVS motor the reason for this improved fuel economy is the TVS Sport’s Dura Life
Engine. It continues to be powered by a 99.7cc single cylinder motor, good for
7.5PS peak power, and torque rating of 7.5NM, which comes mated to a 4-speed
transmission. The engine has been worked up on to reduced friction, which helps in
improving the overall mileage of the motorcycle. Besides this, the company has
used chrome plated piston rings and roller cam follower in the Dura Life Engine
which also lower engine friction.

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Jupiter
The Jupiter is TVS’s attempt to take on the Honda Activa which is the undisputed
king of the 110cc scooter segment in India. To make the Jupiter stand apart from its
rivals, TVS has loaded the Jupiter with an exhaustive list of features most of which
were segment firsts. The 110cc TVS scooter has been priced at Rs 49,034 ex-
showroom Delhi. The Jupiter has been well received in the Indian market and
recently the Million variant was launched to commemorate the sales of 1 million
units of the popular scooter. The special edition of the Jupiter gets a unique wine-
red shade and also disc brake as an optional extra. TVS claims a mileage figure of
62kmpl.

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Wego
The TVS Wego was the first modern line-up of scooter launched by TVS few years
back in the Indian market. It has recently received two new colours shades of
metallic orange and t-grey. The Wego was positioned as a female oriented scooter.
It had sharp styling to set it apart from its competitors. The Wego also employed
metal body panels, the scooter weighs just 108kg.it also features a full-digital
instrument console, a first for any TVS scooter. The Wego also features power and
eco mode indicator. TVS claims a fuel efficiency of 62kmpl for its 110cc scooter.
The scooter has an under-seat storage of 16 litres while mobile charger is an
optional extra. The Wego rides on 12-inche dia alloy wheels which aid in improving
stability and handling dynamics.

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Scooty Zest
The Scooty Zest is TVS motor Company’s 110cc scooter offering targeted
specifically at female riders. Looking at the Scooty legacy of TVS Motors, the
Scooty Zest has ditched the small ‘moped-ish’ looks of the earlier Scootys and the
Zest now is a full-sized scooter, even though it looks sleekier and smaller than its
competition. Build quality is good, and ergonomics are well sorted, even for taller
riders. In terms of looks, the design is all- new; the front apron gets new styling with
a new headlamp and new twilight lamps. The leaf shaped mirrors are all- new as
well, and the Scooty Zest gets high quality grips and nice switchgear with painted
switches and a useful parking brake as well. There is a new LED tail lamp at the
rear and a smart looking grab rail and a new exhaust muffler with a stainless-steel
guard.

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Scooty Pep Plus
TVS Motors had launched the 2016 edition the Scooty Pep Plus where it got 11 new
colours and graphics. The Scooty was launched in 1996 and in the past two decades
has spawned various iteration and variants. A major chunk of the Scooty’s success
has been its positioning. As part of its marketing strategy, TVS has positioned the
Scooty itself is a scooterettes with diminutive dimensions like a low 768mm seat
height and a light weight of just 95kilos.

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XL Heavy Duty
TVS had launched a new four-stroke TVS XL100 at Rs 28,843(ex-showroom,
Maharashtra) on March 29t h
; 2016.The moped has been around since the 80’s. The
TVS XL Heavy Duty has been a hit in the rural regions of south India for its no-
nonsense and single- minded approach as a two-wheeled load lugger. It gets Heavy-
Duty rear shock absorbers, wide front- loading platform and a removable rear seat
to make space for more luggage. The moped is as basis as they come though it does
get interesting colours. It is powered by a 69.9cc two-stroke engine that delivers
3.5PS and 5nm of torque. The gearbox is a basic single-speed unit mated to a
centrifugal clutch. The bike cannot be sold in cities owing to emission regulations
but is intended for rural markets. While the XL Heavy Duty weighs 75kilos, it is
rated for a payload of 130 kilos. Fuel efficiency is rated at 67kmpl and the moped
gets a 4- litre tank. The TVS XL Heavy Duty retails at Rs 26,867 and makes sense
if you need a no- nonsense two-wheeler to lug stuff around on a daily basis and
expert extremely low running cost out of it.

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2.7 ORGANISATION PROFILE
Name of the Organization : Genuine Motors (TVS)
Address of the company : Genuine Motors
G. T. Road Shivrajpur
Kanpur.
Year of Establishment : 2008
Assistant General Manager : Sufiyan Khan

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ORGANISATION STRUCTURE MARKETING DEPARTMENT:
Proprietor
Administrator
Reception
Sales Manager
Counter
Executive
Hypothecation
Executive

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SERVICE DEPARTMENT
RECEPTION
SUPERVISOR
MECHANIC
HELPERS
DELIVERY BOY

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2.8 TVS GROUP:
TVS Group was established in 1911 by Shri. T.V. Sundaram linger. As one if India’s
largest industrial entities it epitomizes Trust, Value and Service.
TVS is one of India's largest diversified industrial conglomerates with its principal
headquarters located in Madurai and international headquarters in Chennai. It has a
presence in 129 countries with 73 holding group companies. The largest and most
visible subsidiary is TVS Motor Company, the third-largest two-wheeler and three-
wheeler manufacturer in India. TVS Group, with group revenues of more than US$7.2
billion, is an automotive conglomerate company, specialising in the manufacturing of
two-wheelers, three-wheelers, auto-components, hardware electronics, high tensile
fasteners, die casting products, brakes, wheels, tyres, axles, seating systems, corrosion
management, fuel injection components, electronic and electrical components and
many more. It also owns vehicle dealerships.
TVS Motor Company Limited, the third largest two-wheeler manufacture. In India
and among the top ten in the world, with an annual turnover of over USD 650 million.
The year 1980 is one to be remembered for the Indian two-wheeler industry, with the
roll out of TVS 50, India’s first two-seater moped that ushered in an era of affordable
personal transportation. For the Indian Automobile sector, it was a break through to be
etched in history.
TVS Motor Company is the first two-wheeler manufacture in the world to be
honoured with the hallmark of Japanese Quality–The Deming Prize for Total Quality
Management.

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TVS Motor Company Limited is one of the largest two-wheelers manufactures and
also among the fastest growing companies in the country. It is the largest
manufacturer of sub 100cc (50cc, 60cc & 70cc category) 2-wheeler in the world.
It has the unique distinction of having sold nearly 4 million the highest ever in India. It
exports its range of products to 17 countries worldwide. Its unrelenting pursuit of
customer satisfaction in all aspects if manufacturing of 2-wheeler is reflected in over 6
million satisfied owners of mopeds, motorcycles and scooters. Its highly motivated
employees manufacture high quality vehicles from two manufacturing plants in Hosur
and Mysore, with a wide dealer network of around 410.

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CHAPTER-3
STUDY OF SELECTED RESEARCH PROBLEMS
3.1 REVIEW OF LITERATURE:
1. R. Nair Susa (2000) the success of the firm will be determined by
how effective it how effective it has been in meeting the diverse customer
needs and wants by treating each customer as unique and offering products
and services to suit his/her needs.
2. Pasanen (1992) reviewed three studies relating collision speeds and
pedestrian injury severity, finding their results quite consistent and that the
probability of pedestrian death reached nearly modelling the data estimated
that of pedestrian would die when struck by a vehicle traveling 20 mph.
3. Wazan (1998) reviewed articles identifying risk factors for child
pedestrian injuries. Two studies showed that higher speed limits were
associated with higher risk of injury to child pedestrians. Roberts (1995) found
an odds ratio of 40-49 km/h 25-30 mph roads with lower limits, and in the
Seattle, area found odds ratios of 3.2 for child pedestrian zones and for roads
with limits above 64 km/h 40 mph roads with speed limits.
4. Murphy John and Bellman Eric (2008). It has been discussed that
in 1948, the Bajaj Auto Ltd. came with importing and selling of Vespa
scooters. The scope of the scooters had decreased since the boom in the
motorcycle market segment. The customers’ preferences change the
automotive strategies adopted by the Hero Motor co. in India.

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5. Dhananjoy Datta (2010). There are many factors on which the buying
behaviour of the customers depends and these factors motivate them to
purchase a two-wheeler. These factors include advertisement, word of mouth,
references from family, friends, own experiences, features, price, etc. The
result of the survey done was that around 51% of the customers having two-
wheeled fall in the age group of 20-30 years, while their income is above
Rs.5000. 64% people are unmarried and use Bajaj two wheelers. In most of the
cases, the motivation comes from friends (44%) and family (31%). People also
search for instalment plans and finance schemes before purchasing a two-
wheeler.
6. Prof. S. Saravanan and Prof. N. Panchanatham (2009), they
discussed the essentials for Promotion of a product. The result shows that a
customer considers all factors at the time of purchasing two wheelers,
although majority of customers give importance to the brand image. This
study also describes the socio-economic factors which satisfy two wheelers
customers and that the employees and students crave for show room services.
7. Lisa R. Klein and Gary T. Ford (2003) It has been stated by the
authors that the customers can do a cost benefit analysis to choose a search
strategy, i.e., what, when, how much and where to search, but the customers
do not search much, Which may be due to customers’ perception that the
search costs are quite high or that the value of the search is quite low. As a
part of pre-purchase search for perfect automobile as per their requirement,
the customers in this digital age take the help of internet, websites as well as
social networking sites to do a comparative study of the different models of
different brands available in the market. Hence their opinion is also
influenced by the reviews of the people already possessing the motorcycle
and using it.

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8. Snelders & Schoormans (2000) Different techniques are suggested in
the literature to find out which attributes consumers use to judge products.
9. Simonson & Tversky (1992) Making a product from its computers by
adding even a meaning less attribute can increase consumers’ quality
perception or can decrease perceived risk.
10. Dr. S. K. Sinha & Ajay Wagh (1993) examines that the India is one
of the fastest growing telecommunication markets of the twenty first century.
The common man, artisans, agricultural labours, vendors and workers from
every walk of life are comfortably using the services provided by telecom
industries. The potential of capturing market segment will surely depend upon
understanding dynamics of customers’ preference.
11. According to Lewis & Boom (2000) service quality is considered as
a measure of how well the service delivered matches customers’ expectation
on providing a better service than the customer expect organisational brand
promotional strategies should be based on developing innovative offers &
products, developing cost friendly value driven packages and tariffs, offering
quality services after sales services & ability to make calls without getting cut
off & also to provide cheaper cost of calls.
12. Dr. C. Annandan & M. Prasanna Mohan Raj & Mr. S. Madhu
(2004) examined the new mantra of all FMCG giants is; To get rich, sell to
the rural, so they have started marketing programs to explore the untapped
segment of rural markets. As far as FMCG is concerned, the market
penetration and consumption in rural areas is low so there is an opportunity
for marketers to utilise the market effectively. Another key positive aspect is
the current government focuses on rural areas. Understanding the rural

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customers, Inadequate data rural markets Reaching of products or services to
6.4lakhs villages for poor infrastructure facility.
13. Rachel Dardis, Horacio Soberon - Ferrer (2012) investigated the
consumer decision making is multinational, that is consumer choices are not
base on a single product attributes, instead consumers view products as
bundles of attributes Product attribute (automobile attributes) as well
household characteristics. In both instances, the higher the value of the cost
index or the Trouble Index, the more unsatisfactory the car is relative to other
cars.
14. Dr. S.K. Sinha & Ajay Wag (2014) examined that India is one of the
fastest growing telecommunication markets of the twenty first century. The
common man, artisans, agricultural labours, vendors and workers from every
walk of life are comfortable using the services provided by telecom
industries. The potentials of capturing market segment will surely depend
upon understanding dynamics of customers’ preference.
15. Sudarshan Venu (2018) examines in the year 2018-19, that the
company continued to grew ahead of the industry registering sales of 37.6
lakh units of two- wheelers in 2018-19 growing by 11.6% over last year. Sale
of motor cycle grew by 15% and scooters by 14.6%. Three-wheelers sales
grew by 57.6% in 2018-19 mainly on a account of international markets. Sale
of spare parts grew by 13.8%.

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3.2 INTRODUCTION TO THE TOPIC:
MARKETING
Marketing is the process of communicating the value of a product or service to
customers, for the purpose of selling that product or service.
From a societal point of view, marketing is the link between a society’s material
requirements and its economic patterns of response. Marketing satisfies these needs
and wants through exchange processes and building long term relationships.
Marketing can be looked at as an organizational function and a set of processes for
creating, delivering and communicating value to customers, and managing customer
relationships in ways that also benefit the organization and its shareholders.
Marketing is the science of choosing target markets through market analysis and
market segmentation, as well as understanding consumer buying behaviour and
providing superior customer value.
There are six competing concepts under which organizations can choose to operate
their business the production concept, the product concept, the selling concept, the
marketing concept, the societal marketing concept and the holistic marketing concept.
The four components of holistic marketing are relationship marketing, internal
marketing, integrated marketing, and socially responsive marketing. The set of
engagements necessary for successful marketing management includes capturing
marketing insights, connecting with customers, building strong brands, shaping the
market offerings, delivering and communicating value, creating long-term growth,
and developing marketing strategies and plans.

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CUSTOMER SATISFACTION
Customer satisfaction is a term frequently used in marketing. It is a measure of
how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a firm, its products,
or its services exceeds specified satisfaction goals." In a survey of nearly 100 senior
marketing managers, 71 % responded that they found a customer satisfaction metric
very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a
Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.
"Within organizations, customer satisfaction ratings can have powerful effects.
They focus employees on the importance of fulfilling customers’ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales
and profitability. These metrics quantify an important dynamic. When a brand has
loyal customers, it gains positive word-of-mouth marketing, which is both free and
highly effective."
Therefore, it is essential for businesses to effectively manage customer satisfaction.
To be able do this, firms need reliable and representative measures of satisfaction.

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"In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying.
The importance of customer satisfaction diminishes when a firm has increased
bargaining power.
There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.

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Approaches towards customer satisfaction
Three very different approaches to measuring customer satisfaction exist. Each
produce meaningful and useful results and are appropriate for different
situations, uses, and needs.
1. Measuring Customer Satisfaction with Post Purchase Evaluations-
Post purchase evaluations reflect the satisfaction of the individual customer at the time
of product or service delivery (or shortly thereafter).This type of satisfaction survey is
typically used as part of CRM (Customer Relationship Management) and VOC (Voice
of the Customer) systems. Each focus on securing a long-term relationship with the
individual customer.
2. Measuring Customer Satisfaction with Periodic Satisfaction Surveys-
Periodic satisfaction surveys provide an occasional snapshot of customer experiences
and expectations and are conducted for specific groups of consumers on a periodic
basis.
3. Measuring Customer Satisfaction with Continuous Satisfaction Tracking-
Continuous satisfaction tracking is often part of a management initiative to assure
quality is at high levels over time. Benchmarking satisfaction as a NPS (Net Promoter
Score) would be an example. You can base tracking on post-purchase evaluations or a
succession of regular customer satisfaction surveys (conducted daily, monthly,
quarterly, etc.).

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Factors affecting customer satisfaction-
Customer satisfaction is the overall impression of customer about the supplier and the
products and services delivered by the supplier.
Following are the important factors that could affect customer satisfaction:
i.
Department wise capability of the supplier.
ii.
Technological and engineering or re-engineering aspects of products and
services.
iii.
Type and quality of response provided by the supplier.
iv.
Supplier’s capability to commit on deadlines and how efficiently they are met.
v.
Customer service provided by the supplier.
vi.
Complaint management.
vii.
Cost, quality, performance and efficiency of the product.
viii.
Supplier’s personal facets like etiquettes and friendliness.
ix.
Supplier’s ability to manage whole customer life cycle.
x.
Compatible and hassle-free functions and operations.

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Consumer behaviour towards two-wheelers-
Understanding consumer behaviour in the present scenario is extremely important as it
is no longer a simple task. Now the consumer is considered to be the King. He is the
price-maker and not price-taker. Earlier, there used to be a few two-wheeler
manufacturers who held a monopoly. However, this situation has changed with the
entry of other competitors, especially after liberalization and globalization. The
foreign collaboration saw production going up tremendously due to the availability of
many alternative choices, consumer preferences and needs changed. Suddenly, the
buyer came into focus. Hence, this study makes an attempt to know the changes in the
two-wheeler markets and buying motives of two-wheeler buyers. Understanding
consumer behaviour or "knowing customers" is not easy.
Customers may state their needs and wants but act otherwise. They may respond to
influences that change their mind at the last minute. Talking of the two-wheeler
industry, the names that effortlessly come to us is Bajaj Auto, Hero, Honda, TVS
Motor, Yamaha Motor, Kinetic and others.
The two-wheeler segment has played an important role in giving a push to the
automobile industry in India. In fact, the production, sales and exports of the two
wheelers is a fair indication of the growing importance that it enjoys in this country's
manufacturing economy. An overview of the two-wheeler industry makes this clear
that the two wheelers are among the most sought-after automobiles in India for some
time and the trend is likely to stay for a while.

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3.3 RESEARCH METHODOLOGY
• STATEMENT OF THE PROBLEM: -
1. Management problem: -
Through this project, the sales and operation manager want to know the post sales
service performance and to analyse the satisfaction level by the feedback of the
customers. To know the quality of service and improvement to be made in the service
provided by TVS Motors.
The main focus of the study is to determine the satisfaction level of T.V.S motor bike
users.
T.V.S is a two-wheeler industry which has captured a wide market share with its gear
as well as non-gear vehicles. Over the years TVS Motor has grown to be the largest
in the group, both in terms of size and turnover. Inspite of its excellent position in the
market, its bikes are facing a stiff competition from the other competitors (namely: -
Bajaj, Yamaha, HERO Moto Corp, HONDA, Mahindra, Suzuki, Piaggio, Kawasaki).
2. Research problem: -
To find the problems faced by the customers and to know the new area of
improvement with the help of customer feedback. Through this project, the sales and
operation manager want to know the post sales service performance and feedback of
the consumers, Organization want to know the quality of service and improvement to
be made in the service provided by TVS Motors.

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3.4 SIGNIFICANCE OF THE STUDY:
1. The study will help the company to revise and analyse the market condition
and thereby adopt the most suitable strategies in order to satisfy the customers
and result in an improved relationship between the parties involved.
2. To understand the satisfaction level of the customer regarding the service
provided by TVS Motors, to understand what are the customer requirement
and improvement required by them in service.

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3.5 RESEARCH OBJECTIVES:
1. To analyse the level of customers satisfaction towards TVS Motors.
2. To examine the impact of behavioural factors of consumers on choosing TVS
Bikes
3. To study consumer opinion of their TVS bikes regarding its features like
appearances, mileage, price etc.
4. To give suggestions to meet customer satisfaction.

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3.6 SCOPE OF THE STUDY:
1. The study aims at assessing the new trends in consumer’s behaviour towards
TVS Two-Wheelers.
2. It consists of brand preference of consumers and their level of satisfaction
regarding the usage of TVS Two-Wheelers.
3. The study also focuses the problems of the customers while using TVS Two-
Wheelers.
4. It covers the customer of Two-Wheelers.

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Research Design:
Descriptive study is a fact investigation with adequate interpretation. It is also
specific as ii focuses on particular aspects or dimensions of the project being
undertaken. Data are collected by using one or more appropriate methods such as
observations, interviewing and questionnaire.
• Data Source: -
Primary Sources-
Primary sources are original sources from which researcher directly collects data that
have not been previously collected. The methods of data collection employed in this
study are self-observation and personal interview.
Secondary Sources:
Secondary sources are those sources of data from which the researcher collects data
that has been previously collected. The data concerned by referring various journals,
company books brochures, newspaper, magazines, internet and old company manuals
• Data collection instrument: -
1. Data was collected by using questionnaire from the users of TVS bikes.
2. Secondary source of data includes: published articles, research
papers,published books, different research work done previously, relevant
papers or journals, magazines etc. And also used other reports from the
internet.

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Sampling Design:
Sampling is the process of learning about the population on the basis of sample
drawn from it. Thus, the sampling technique instead of every unit of the universe
only a part of the universe is studied and the conclusion are drawn the basis for the
entire universe. A sample is a sub-set of population units.
1. Sample size: -
The sample size consists of 100 respondents for knowing the consumer attitude
towards social media marketing. The Sample of 100 respondents was taken to know
the consumer attitude towards social media marketing.
Sample Size : 100 respondent
2. Sampling Method: -
At first stage of Simple Random Sampling Method., I have used Simple random
sampling technique to the places from where I have to select customers from local
region because it was not possible to select every customer at a time because of broad
area. At Second stage, I used convenience sampling technique to take responses from
the respondents.
Sampling Method-Simple Random Sampling Method.
Simple Non-Random Sampling technique is that sampling method in which the
information collected is based on limited audience or target group of people, who may
provide relevant information which is essential to conduct a study.
3. Sample Unit: -
To the customers of TVS Motor bike users.

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OUTLINE ANALYSIS:
1. Simple Percentage Analysis: -
The percentage method is used for comparing certain feature. The collected data are
presentedin the form of tables and graphs in order to give effective visualization of
comparison made.
No. of Respondents
Simple Percentage = -------------------------------- X 100
Total no of Respondents
2. Sampling tools & techniques: -
The primary tool for the data collection used in this study is the respondent’s response
to the questionnaire given to them. The various research measuring tools used are: -
1. Questionnaire.
2. Pie-charts.
3. Column-charts

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Limitation of the Study:
1) The responses weren’t perfect enough to get the accurate information.
2) The study was purely based on the opinion of the respondents of Kanpur
Nagar.
3) The research time period was limited to 45 days.
4) Sample size is limited to 100 customers in Kanpur Nagar only. The
sample size may not adequately represent all the customers viewpoints.
5) Customer Satisfaction is affected by the various factors and in a short span
of time it is not possible to study all these factors.

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CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
1. Gender Group Respondent
Gender Percentages (%) No. of Respondents
Male 58 58
Female 42 42
Table No. 4.1 Respondent based on gender
Fig. No. 4.1 Respondent based on gender
Interpretation:
From the above table it is observed that 58% of respondents are Male and 42% of
respondents are female.
Male
58%
Female
42%
0%0%
Respondent based on gender
Male
Female

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71 | P a g e
2. Age Group Respondent
Table No. 4.2 Respondent based on age group
Fig. No. 4.2 Respondent based on age group
Interpretation:
From the above table it is observed that 80% respondents are between 18 to 25 Age
groups and 17% respondents are between 26 to 36 Age groups and 3% respondents are
between 36 to 45 age groups.
Age Groups (In
yrs.)
Percentages (%) No. of Respondents
18-25 80 80
26-36 17 17
Above 36 3 3
80
17
3 0
Respondent based on age group
18-25
26-36
Above 36

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3. Occupation Group Respondent
Occupations Percentages
(%)
No. of Respondents
Student 77 77
Business 12 12
Professional 5 5
Other 6 6
Table No. 4.3 Respondent based on occupation
Fig. No. 4.3Respondent based on occupation
Interpretation:
From the above table it is observed that 77% respondents are student and 12%
respondents are business 5% are professionals and 6% are others.
77
12
5
6
Respondent based on occupation
Student Business Professional Other

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4. Income Per Month Respondent
Table No. 4.3 Respondent based on Income
Fig. No. 4.3 Respondent based on Income
Interpretation:
From the above table it is observed that 62% respondents are above 30000 income groups
and 20% respondents are between 20001 to 30000 income groups and 18% respondents
are between 10000 to 20000income groups.
Income (Per
month)
10000 to 20000 18 18
20001 to 30000 20 20
Above 30000 62 62
18
20
62
0
Respondent based on Income
10000 to 20000 20001 to 30000 Above 30000

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5. Awareness About TVS Bike Respondents
Table No. 4.5 Respondent based on Awareness
Fig. No. 4.5Respondent based on Awareness
Interpretation:
From the above table it is observed that 49% respondents are T and 12% respondents
are Newspaper and 28% respondents are Friends and 11% respondents are internet.
Awareness Percentages
(%)
No. of Respondents
T. V 49 49
News Paper 12 12
Friends 28 28
Internet 11 11
0
10
20
30
40
50
T. V News Paper Friends Internet
49
12
28
11
Respondent based on Awareness
Percentages (%)

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6. The respondents for preferred Two Wheelers
Table No. 4.6 Respondent based on Preference
Fig. No. 4.6Respondent based on Preference
Interpretation:
From the above table it is observed that 70% respondents are geared and 30%
respondents are Unguarded.
Preference Percentages (%) No. of Respondents
Geared 70 70
Ungeared 30 30
Geared
70%
Ungeared
30%
0%0%
RESPONDENT BASED ON AWARENESS
Geared
Ungeared

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7. The Respondents for Bike to Prefer While Purchasing
Table No. 4.7 Respondent based on Bike to Prefer While Purchasing
Fig. No. 4.7 Respondent based on Bike to Prefer While Purchasing
Interpretation:
From the above table it is observed that 22 respondents are speed, 53 respondents are
mileage and 6 respondents are design. Finally, 19 respondents are Brand.
Preference Percentages
(%)
No. of Respondents
Speed 22 22
Mileage 53 53
Design 6 6
Brand 19 19
0
20
40
60
Speed Mileage Design Brand
Speed, 22
Mileage, 53
Design, 6
Brand, 19
Respondent based on Bike to Prefer While
Purchasing
Percentages (%)

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8. The Respondents for TVS Two Wheelers
Preference Percentages
(%)
No. of Respondents
XL 100 23 23
Apache 200 36 36
Starcity 6 6
Scooty pep+ 20 20
310RR 15 15
Table No. 4.8 Respondents for Preferred TVS Two Wheelers
Fig No. 4.8 Respondents for Preferred TVS Two Wheelers
Interpretation:
From the above table it is observed that 23 respondents are XL 100, 36 respondents
are Apache 200, 6 respondents are Starcity than 20 respondents are Scooty pep+.
Finally, 15 respondents are 310RR.
XL 100
23%
Apache 200
36%
Starcity
6%
Scooty pep+
20%
310RR
15%
Respondents for Preferred TVS Two Wheelers
XL 100 Apache 200 Starcity Scooty pep+ 310RR

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9. The Respondent for Advertisements & Sales Promotion
Table No. 4.9 The Respondents for Advertisements &Sales Promotion
Fig. No. 4.9 The Respondents for Advertisements &Sales Promotion
Interpretation:
From the above table it is observed that 24 respondents are Strongly Agree, 54
respondents are agree, 18 respondents are Neither agree nor Disagree than 4
respondents are Strongly Disagree.
Adv. & Sales Percentages (%) No. of
Respondents
Strongly Agree 24 24
Agree 54 54
Neither agree nor Disagree 18 18
Strongly Disagree 4 4
24
54
18
4
The Respondents For Advertisements &Sales
Promotion
Strongly Agree Agree Neither agree nor Disagree Strongly Disagree

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10. The Respondents for Sales Promotion and Advertisement Campaigns
Table No. 4.10 The Respondents for Sales Promotion
and Advertisement Campaigns
Fig. No. 4.10 The Respondents for Sales Promotion
and Advertisement Campaigns
Interpretation:
From the above table it is observed that 82 respondents are Yes and 18 respondents are
No.
Advertisement
Campaigns
Percentages
(%)
No. of Respondents
Yes 82 82
No 18 18
Yes
82%
No
18%
0%0%
The Respondents For Sales Promotion And
Advertisement Campaigns
Yes
No

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11. The Respondents Rate for Following Variables About TVS Motors
Table No. 4.11 The Respondents Rate for Following Variables About TVS Motor
Table No. 4.11The Respondents Rate for Following Variables About TVS Motor
Interpretation:
From the above tablet is observed the price, mileage, style, appearance, resale value,
after sales services and pickup are compare here with pointing of highly satisfied,
satisfied, dissatisfied and bad.
Variable Highly
Satisfied
Satisfied Dissatisfied Bad
Price 32 57 4 3
Mileage 47 40 8 2
Style 34 53 6 1
Appearance 35 55 4 1
Resale value 29 49 10 6
After sales
service
30 49 9 5
Pick Up 30 58 5 2
0
10
20
30
40
50
60
32
47
34 35
29 30 30
57
40
53 55
49 49
58
4
8 6 4
10 9
53 2 1 1
6 5 2
The Respondents Rate For Following Variables About
Tvs Motor
Highly Satisfied Satisfied Dissatisfied Bad

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12. The Respondents of Service in Your Locality
Table No. 4.12 The Respondents of Service in Your Locality
Fig. No. 4.12The Respondents of Service in Your Locality
Interpretation:
From the above table it is observed that 21% respondents are Highly Satisfied, 66%
respondents are Satisfied, 10% respondents are Dissatisfied than 3% respondents are
Highly Dissatisfied.
Service in Your Locality Percentages (%) No. of
Respondents
Highly satisfied 21 21
Satisfied 66 66
Dissatisfied 10 10
Highly Dissatisfied 3 3
21
66
10 3
The Respondents Of Service In Your Locality
Highly satisfied Satisfied Dissatisfied Highly Dissatisfied

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13. The Respondents Satisfied with The Service in Your Locality
Table No. 4.13The Respondents Satisfied with The Service in Your Locality
Fig. No. 4.13 The Respondents Satisfied with The Service in Your Locality
Interpretation:
From the above table it is observed that 39 respondents are Service in time, 38
respondents are Reliable Service, 17 respondents are Well trained mechanics. Finally,
6 respondents are Less labour Charge.
Services Percentages (%) No. of
Respondents
Service in time 39 39
Reliable service 38 38
Well trained Mechanics 17 17
Less labour charge 6 6
39
38
17
6
The Respondents Satisfied With The Service In
Your Locality
Service in time Reliable service Well trained Mechanics Less labour charge

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14. The Respondents of Resale Value of TVS Motors
Table No. 4.14 The Respondents of Resale Value of TVS Motor
Fig. No. 4.14 The Respondents of Resale Value of TVS Motor
Interpretation:
From the above table it is observed that 45 respondents are Good,47 respondents are
Average and 8 respondents are Bad.
Resale Value Percentages (%) No. of Respondents
Good 45 45
Average 47 47
Bad 8 8
Good
45%
Average
47%
Bad
8% 0%
The Respondents of Resale Value of TVS Motor
Good Average Bad

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15. The Respondents of Satisfaction on Resale Value of TVS Motor.
Table No. 4.15 The Respondents of Satisfaction on Resale Value of TVS Motor.
Fig No. 4.15 The Respondents of Satisfaction on Resale Value of TVS Motor.
Interpretation:
From the above table, it is observed that22 respondents are Highly Satisfied ,71
respondents are Satisfied and 7 respondents are Dissatisfied.
Satisfaction on
Resale Value
Highly Satisfied 22 22
Satisfied 71 71
Dissatisfied 7 7
22
71
7 0
The Respondents of Satisfaction on Resale Value
of TVS Motor.
Highly Satisfied Satisfied Dissatisfied

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CHAPTER-5
5.1 SUMMARY OF FINDING
1. Majority of buyers of TVS two-wheelers are in group of 18 to 25 years.
2. Majority of consumers are students and business.
3. Majority of consumer come to know about TVS bikes through T.V and
Friends.
4. Majority of Responds like to purchase TVS bike because of the attractive
model.
5. Majority of consumers prefer geared bikes up to 70%.
6. Majority of consumer prefer most by choosing mileage, brand and speed.
7. Majority of consumers prefer in choosing 125CC bikes most.
8. Majority of consumers satisfaction is satisfied towards TVS bikes where
satisfaction level is between 51-100%
9. Majority of consumer now depends on the brand name the two wheelers.
10. Majority of consumers felt the Resale value of the bikes are Good compared to
other brands.
11. Majority of consumer felt that there is service in time and reliable service.
12. Majority of consumers will suggest their Friends and Relatives to opt for TVS
bikes.

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5.2 RECOMMENDATIONS
1. Even though the customers are satisfied with technology, new features such
as parts, design etc., can be introduced which appeals customers.
2. It would be suggesting the company to show some interested in improvement
of body strength, quality, style and mileage.
3. Company can introduce some more attractive colours which will influences
the buying behaviour of consumers.
4. Company can undertake some more promotional activities which could
possibly increase the sales of the company.
5. The overall weight and height of few bikes should be reduced.
6. TVS bikes should be manufacture in such a way that will have capacity to
ride on all type of roads.
7. And TVS dealers can give more financial support to the consumers for low
initial payment.

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5.3 CONCLUSIONS
From the study it is concluded that consumer satisfaction plays a major role in our
day to day life. Consumer satisfaction has become a necessity. Now-a-days one
finds it hard to survive without them. TVS Motor cycle is one of the leading motor
cycle providers and it should also concentrate on the research and development in
the country itself so as to fulfil the demands of the local residents in the desired
manner. As rapid socio-economic changes sweep across India, the country is
witnessing the creation of many new markets and a further expansion of the existing
ones.
The Indian motor cycle industry has witnessed a considerable change in the past
couple of years. Changing life styles with access to disposable incomes, easy
finance options and a surge in advertising has been instrumental in bringing about a
sea change in the consumer behaviour pattern. TVS Motor cycle also need to
modify their advertising strategies in order to educate the target audience about the
product.
According to a study conducted by ITWO on the Indian motor cycle industry, a
shift in consumer preferences towards higher ends, technologically advanced
branded products and new bikes has been quiet discern able. This shift can be
explained by narrowing differentials between the prices of branded and new
upcoming bikes added with the high quality of after sales service provided by the
branded players.

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5.4 APPENDICES
Please read the questions carefully and respond by marking the option that represents
your opinion. Remember there are no wrong or right answers. We are only interested
in your opinion. Just answer as honestly as you can. Your responses will remain
anonymous and confidential. Thank you very much for your valuable time. Your help
is appreciated.
Name of the respondent-
1. Gender
a) Male b) Female
2. Age
a) 18 to 25 b) 26 to 35
c) 35 to 45 d) Above 45
3. Occupation
a) Students b) Business
c) Professionals d) Others
4. Income
a)10000 to 20000 b) 20001 to 30000
c) Above 30000

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5. How do you know about TVS bikes?
a) T. V b) News paper
b) c) Friends d) Internet
6. Which two wheelers do you prefer?
a) Geared b) Ungeared
7. Which feature of the bike you would like to prefer most while purchasing?
a) Speed b) Mileage
c) Design d) Brand
8.Which bike comes to your mind when you think of a TVS Two Wheelers?
a) XL 100 b) Apache 200
c) Starcity d) Scooty pep+
9. Whether advertisement & sales promotion give you a lot of information to buy
two wheelers?
a) Strongly Agree b) Agree
c) Neither agree nor Disagree d) Strongly Disagree
10. Do you feel sales promotion and advertisement campaigns are
necessary in marking buying decision?
a) Yes b) No
11. Are you satisfied with the service in your locality?
a) Highly Satisfy b) Satisfied
c) Dissatisfied d) Highly Dissatisfied

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12. What are improvements in service that you demand TVS two wheelers?
a) Service in time b) Reliable service
c) Well trained mechanics d) Less labour charge
13. How was Resale Value of TVS motor?
a) Good
b) Average
c) Bad
14. Are you satisfied with overall performances of TVS bike?
a) Highly Satisfied
b) Satisfied
c) Dissatisfied
d) Highly Dissatisfied

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5.5 BIBLIOGRAPHY
BOOKS:
Author's Kotler, Philip.(2008). Principles of marketing. Published by Dorling
Kindersley (India) Pvt. Ltd.
Philip Kotler “Marketing Management” 13th edition, Pearson education publisher,
Third Indian re-prints, to 2003.
Author's Dr. Kothari. C.R (March 30, 2009). Research Methodology. Published by
New age international Pvt. Ltd Publishers.
Author's Blackwell, Roger D. (1 Sep, 2017). Consumer Behavior. Published by
Cengage India Private Limited
WEBSITE:
• www.scribd.com
• www.wikipedia.org
• www.eicherworld.com
• www.teambhp.com
• http://en.wikipedia.org/wiki/TVS BIKES
• http://www.tvsxl.com/t-aboutus-ttsl-organization.Aspx
• http://www.BIKES.co.in/webapp/Aboutus/aboutushome.js
• http://www.apple.com/LG.portal?nfpb=true&pageLabel=iphonePageAbout
apple

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