1. A STUDY ON CONSUMERS ATTITUDE, PREFERENCE AND
SATISFACTION TOWARDS MSK MOTORS, ERODE.
PROJECT REPORT
Submitted by
P.ELANGO
Register No: 732812631008
in partial fulfillment of the requirements of Anna University, Chennai
for the award of the degree
of
MASTER OF BUSINESS ADMINISTRATION
SURYA ENGINEERING COLLEGE
METTUKADAI
ERODE – 638 107
JUNE-2014
2. ii
SURYA ENGINEERING COLLEGE
METTUKADAI, ERODE - 638 107
PROJECT REPORT
JUNE -2014
This is to certify that the project entitled
“A STUDY ON CONSUMERS ATTITUDE, PREFERENCE AND SATISFACTION
TOWARDS MSK MOTORS, ERODE”.
is a bonafide record of project work done by
P.ELANGO
Register No: 732812631008
of MBA Degree during the year 2012-14
_____________________ _____________________
Project Guide HOD
Submitted for the Project Viva-Voce examination held on
_____________________ _____________________
Internal Examiner External Examiner
4. iv
DECLARATION
I affirm that the project work entitled “A STUDY ON CONSUMERS
ATTITUDE, PREFERENCE AND SATISFACTION TOWARDS MSK MOTORS,
ERODE” being submitted in partial fulfillment of the requirements of Anna
University, Chennai for the award of MBA degree is the original work carried
out by me. It has not formed the part of any other project work submitted for
award of any degree or diploma, either in this or any other University.
P.ELANGO
732812631008
I certify that the declaration made above by the candidate is true
Ms. R.GOMATHI, MBA., M.Phil.,( Ph.D).,
Assistant Professor
5. v
ABSTRACT
The study entitled, “A STUDY ON CONSUMERS ATTITUDE, PREFERENCE
AND SATISFACTION TOWARDS MSK MOTORS, ERODE” was conducted to know
about the consumer attitude of purchasing two wheelers. The success of the company
depends on knowing the consumer attitude, preference and satisfaction level of the HERO
vehicle.
The major objective of the project is to identify the consumer attitude, preference
and satisfaction level of the HERO vehicle. The study also aimed at finding the factor
influencing customer preference. In order to study the objective, primary data have been
collected through questionnaire and secondary data through company documents and books
for the study. The sample size for the study was 300 which were collected according to the
convenience of the researcher. Five different charts are used in the study.
The research design used in descriptive research. The sampling technique used is
simple random sampling method. The data is analyzed using the percentage analysis, factor
analysis, correlation analysis and ranking. The findings, suggestions and conclusion are
given according to study conducted.
6. vi
ACKNOWLEDGEMENT
First I thank and praise the God and parents for the countless blessings that they
showered upon me to complete this project work.
I take this opportunity to express my sincere thanks to
Thiru K.KALAISELVAN, Secretary and Correspondent, Surya Engineering College,
Erode, for providing necessary facilities to complete this project.
I would like to express my sincere thanks to Dr. S.VIJAYAN, Principal, Surya
Engineering College, Erode for having permitted me to undergo this project.
I extend my heartful thanks to Dr. G.R. VASANTHA KUMAR, M.B.A., M.Phil.,
Ph.D., HOD, Department of Management Studies, Surya Engineering College, Erode for
his valuable ideas and advice for the successful completion of this project.
I would like to express my sincere thanks to my beloved guide
Ms. R.GOMATHI, MBA., M.Phil., (Ph.D)., Assistant Professor, Department of
Management Studies, Surya Engineering College, Erode for her valuable guidance and
suggestions.
7. vii
TABLES OF CONTENTS
CHAPTER NO PARTICULAR PAGE NO
ABSTRACT v
LIST OF TABLES viii
LIST OF CHARTS ix
I INTRODUCTION OF STUDY 1 – 30
1.1 INTRODUCTION ABOUT PROJECT 1
1.2 INDUSTRY PROFILE 9
1.3 COMPANY PROFILE 22
1.4 STATEMENT OF PROBLEM 27
1.5 OBJECTIVES OF THE STUDY 28
1.6 SCOPE OF THE STUDY 29
1.7 LIMITATIONS OF THE STUDY 30
II REVIEW OF LITERATURE 31
III RESEARCH METHODOLOGY 37
IV ANALYSIS AND INTERPRETATION 40 – 63
4.1 SIMPLE PERCENTAGE ANALYSIS 40
4.2 FACTOR ANALYSIS 57
4.3 CORRELATION 60
4.4 RANKING 62
V FINDING, SUGGESTIONS AND CONCLUSION 64 – 67
5.1 FINDINGS 64
5.2 SUGGESTION 66
5.3 CONCLUSION 67
APPENDIX 68
BIBLIOGRAPHY 72
8. viii
LIST OF TABLES
TABLE
NO
TABLE NAME PAGE NO
1 Gender of the respondents 40
2 Age group of the respondents 41
3 Respondents educational level 42
4 Respondents marital status 43
5 Profession of the respondents 44
6 Income of the respondents 45
7 Area of the respondents 46
8 Family size of the respondents 47
9 Source information about hero 48
10 Consideration for purchasing other vehicle 50
11 Mileage of hero bike 51
12 Present maintance cost of the bike 52
13 Frequency of bike service 53
14 Maintanance period of the vehicle 54
15 Resale value of the hero bike 55
16 Recommendation by the respondents 56
17 KMO and Bartlett's Test 57
18 Total Variance Explained 58
19 Rotated Component Matrix 59
20 Correlation analysis 60
21 Features of Hero products 62
22 Features of MSK motors, erode 63
9. ix
LIST OF CHARTS
TABLE
NO
TABLE NAME PAGE NO
1 Gender of the respondents 40
2 Age group of the respondents 41
3 Respondents educational level 42
4 Respondents marital status 43
5 Profession of the res pondents 44
6 Income of the respondents 45
7 Area of the respondents 46
8 Family size of the respondents 47
9 Source information about hero 49
10 Consideration for purchasing other vehicle 50
11 Mileage of hero bike 51
12 Present maintance cost of the bike 52
13 Frequency of bike service 53
14 Maintanance period of the vehicle 54
15 Resale value of the hero bike 55
16 Recommendation by the respondents 56
