This document summarizes a research report on consumer buying behavior of three scooter brands: TVS Jupiter, Suzuki Access, and Honda Activa in Rajkot City, India. The report includes an industrial overview of the two-wheeler sector in India, company profiles of TVS and collaborations, objectives of studying consumer preferences, research methodology used, data collection and analysis of consumer survey results, findings, suggestions and limitations. The results found that consumers preferred TVS Jupiter for its price and were satisfied with TVS vehicles and post-purchase service.

1. Submitted by:
Popat Payal
138270592102
Faculty Guide:
Prof. Kapil Shrimal

2. CONTENT
Industrial Overview.
Company Overview.
Statement of problem.
Objectives of the study.
Research methodology.
Literature Review.
Data analysis and interpretation.
Findings.
Suggestion.
Limitation.
Conclusion.
Bibliography.

3. INDUSTRIAL OVERVIEW
0 Indian history of Two-Wheeler sector gained momentum
since 1990’s.
0 Earlier, Hero Honda and Bajaj were the only two producers
for motorcycles.

5. COMPANY OVERVIEW
0 TVS was founded by Thirukkurungudi Vengaram Sundaram
Iyengar .
0 When he died in 1955 his sons took the company ahead with
several forays in the automobile sector, including finance,
insurance, manufacture of two-wheelers, tyres and
components.
0 The group has managed to run 33 companies that account
for a combined turnover of nearly $3 billion.

6. Cont..
0 The company set up a plant at Hosur in 1978 to manufacture
mopeds as part of a new division.
0 A technical collaboration with the Japanese auto giant
resulted in the joint-venture Ind Suzuki Limited in 1982
between Sundaram Clayton Ltd and Suzuki Motor
Corporation.
0 Commercial production of motorcycles began in 1984

7. Cont..
0 As of 31 October, 2013, the total number of TVS two-
wheelers sold stand at-
Domestic: 23,189,532 (231.9Lakhs)
Exports: 1,644,277 (16.4Lakhs)
93%
7%
7%
Sales upto 31st October 2013
Domestic
International

8. STATEMENT OF PROBLEM
0 Management Problem
Through this project, Jivrajani TVS wants to check the
reason for less share of TVS in market and regarding
consumer preference.
0 Research Problem
Consumer Buying Behaviour Of TVS Jupiter, Honda
Activa and Suzuki Access With Special Reference To Rajkot
City.

9. OBJECTIVES OF THE STUDY
0Primary objectives
To find out the Consumer Buying Behaviour of TVS Jupiter, Suzuki
Access, Honda Activa with reference to Rajkot city.
0Secondary objective
1. To know the awareness about TVS vehicle among the vehicles
users.
2. To find out the opinion of the respondents regarding TVS vehicle,
like cost price, mileage, and maintenance cost.
3. To study the importance criteria the consumer looks for the
product performance.
4. To know market position of TVS Motors in the market.
5. To analyse the impact of behavioural factors of consumer for
choosing particular brand.

10. RESEARCH METHODOLOGY
Research Random Research
Data Source Primary Data and Secondary Data
Primary Data Questionnaire
Research Method Survey Method
Instrument Type Questionnaire
Type of Questionnaire Structured
No. of Question 10
Sample Size 105
Place Rajkot

11. LITERATURE REVIEW
0 Dhananjoy Datta (2010)
0 Prof. S. Saaravanan and Prof. N. Panchanatham (2009)
0 Aaker & Jacobson (1994
0 Wallendorf (1979)

12. DATA ANALYSIS
AND
DATA INTERPRETATION

13. Q.1 Which Vehicle Do You Own?
34%
33%
33%
RESPONDENT
TVS JUPITER
SUZUKI ACCESS
HONDA ACTIVA

14. Q.2 Since How Long You Use This Vehicle?
35
0 0 0
14
9
7
55
7 8
15
0
5
10
15
20
25
30
35
40
1 to 3yrs 3 to 5 yrs 5 to 7 yrs 7 or more
No.ofvehicles
No. of years
Jupiter
Access
Activa

15. Q.3 Which attribute do you like the most in
your vehicle?
3
5
6
9
5
7
4
3
5
9
11
3
6
4
9
6
5 5
0
2
4
6
8
10
12
Luggage
Space
Fuel
Efficiency
Pick Up Driving
Comfort
Out Look After Sales
Services
No.ofvehicles
Jupiter
Access
Activa

16. Q.4 What is the source of finance?
22
25
26
13
10
9
0
5
10
15
20
25
30
Jupiter Access Activa
Sourceoffinance
No. of vehicles
Cash
Credit

17. Q.5 Which are the external factors that influence
your decision about purchasing scooter?
7
15
17
15
9
8
13
11
10
0
2
4
6
8
10
12
14
16
18
Jupiter Access Activa
Externalfactors
No.of vehicles
Brand Image
Test drive at showroom
Borrow vehicle from
friend or relative for a
drive

18. Q.6 Why do you prefer this brand over the other
brand?
7
6
2
10 10
9
7
1
10
8
10
8
1
8 8
0
2
4
6
8
10
12
Quality Feature Availability Price Mileage
No.ofvehicles
Preference
Jupiter
Access
Activa

19. Q.7 What are the factors which motivate you the
most while purchasing a two wheeler?
8
5
7
5
10
6
4
8
6
11
4
5
9
8
9
0
2
4
6
8
10
12
Discount
Rate
EMI Resale Value Allowance Others
No.ofvehicles
Factors
Jupiter
Access
Activa

20. Q.8 Are you satisfied with your product?
27
29
32
8
6
3
0
5
10
15
20
25
30
35
Jupiter Access Activa
Response
No. of vehicles
Yes
No

21. Q.9 Are you satisfied with the post purchase
services?
20
24
27
15
11
8
0
5
10
15
20
25
30
Jupiter Access Activa
Response
No. of vehicles
Yes
No

22. Q.10 Would you recommend the same scooter to
your friends or relatives?
30
28
32
5
7
3
0
5
10
15
20
25
30
35
Jupiter Access Activa
Response
No. of vehicles
Yes
No

23. RESULTS AND FINDINGS
0 Maximum people are attracted towards TVS Motors by seeing
its driving comfort.
0 Through this survey we can make out that majority of people
purchase their vehicles through cash.
0 Majority of customer got attracted regarding TVS vehicles by
having the test drive of its vehicles.
0 Maximum people prefer JUPITER due to its price.
0 The discounts provided by company helps to attract more
customers.
0 Major people in Rajkot are satisfied with their scooters.
0 Advertisement is attractive people they have seen and cross
checking to information of the bikes.

24. SUGGESTION
0 Jivrajani TVS should try and provide schemes to the customer
so that the sales of the vehicle could increase compare to
other vehicles.
0 It should advertise it’s product in the market so that people
gets awareness regarding TVS vehicles.
0 The company needs to train their employees very efficiently
before they start their job with the company.
0 It should make availability of the vehicles as soon as possible,
if the customer demands for different colour variant.
0 It should make the showroom more attractive to attracts more
customer.

25. LIMITATION
0 The number of respondent of survey was 105 which were
not enough for the study of this segment of market.
0 The research was limited to Rajkot City only so there is
limitation of area for an appropriate analysis.
0 As I am not the expert in this field, the results may not be as
perfect as it should be for the company to take any action
related to this problem.

26. CONCLUSION
0TVS motors is gaining it’s place in the market
through new launch in the vehicles.
0People are impressed with look of TVS vehicles.
0Most of the customers are satisfied with the vehicles
they have.
0 Majority of people would prefer the vehicles to
others.

27. BIBILIOGRAPHY
0 KOTHARI. C.R (2003): “RESEARCH METHODOLOGY” 2nd
EDITION, WISHAWAV PRAKASHAN.
0 PHILIP KOTLER(2003): “MARKETING MANAGEMENT”MILL
ENNIUM EDITION PRENTICE TALL OFINDIA PRIVATE
LIMITED, 2001 10th EDITION.
0 KUMAR ARUN,MINAKSHI N.(2006):”MARKETING
MANAGEMENT” 1ST EDITION.
0 RAMASWAMY, V.S. NAMAKUMARI(2006):” MARKETING
MANAGEMENT” 3ST EDITION.