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CHAPTER- 1
INTRODUCTION
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GENERAL INTRODUCTION
The Indian two-wheeler industry has been in the limelight recently because of its impressive
performance. Hero Honda 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 and Electrotherm
India.
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INDUSTRIAL BACKGROUND
The motors on minibikes, 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.
Key highlights of Indian two wheeler segment
.•India is 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 motorcyclemanufacturers 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.
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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 2012-13 grew by over 15% 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 record performance of crossing 9
million two wheelers, during the year 2012-13.
Hero Honda 47%
Bajaj Auto 30%
TVS Motors 17%
Future Focus
In the future TVS Motor Company will be one among the top two 2 wheeler companies in India
and one among the top five 2-wheeler companies in Asia.
We will have profitable operations overseas, especially in Asian markets, capitalizing on our
expertise in the areas of manufacturing, technology and marketing. The Company will hone and
sustain its cutting edge of technology by constant benchmarking against international leaders.
TQM will be a way of life and guide all our endeavors.
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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.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Two wheelersPassenger vehiclesComercial vehiclesThree wheelers
Series1
Two wheelers 78.63%
Passenger vehicles 10.44%
Commercial vehicles 4.03%
Three wheelers 3.90%
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Two-wheelers:
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.
Segmental Growth of the Indian Two Wheeler Industry
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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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THEORETICAL LITERATURE
INTRODUCTION TO 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 behavior 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.
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 200 senior marketing managers, 71 percent
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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.
"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.
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).
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This type of satisfaction survey is typically used as part of CRM (Customer Relationship
Management) and VOC (Voice of the Customer) systems. Each focuses 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.).
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:
 Department wise capability of the supplier.
 Technological and engineering or re-engineering aspects of products and services.
 Type and quality of response provided by the supplier.
 Supplier’s capability to commit on deadlines and how efficiently they are met.
 Customer service provided by the supplier.
 Complaint management.
 Cost, quality, performance and efficiency of the product.
 Supplier’s personal facets like etiquettes and friendliness.
 Supplier’s ability to manage whole customer life cycle.
 Compatible and hassle free functions and operations.
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CONSUMERSBEHAVIOUR TOWARDS TWO-WHEELERS
Understanding consumer behavior 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 behavior 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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CURRENT ISSUES
 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.
 TVS Motor Company sees a significant increase in three-wheeler sales at 95%, going
from from 4,062 units in October 2012 to 7,926 units in October
 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.
 Total exports at TVS MOtor company increased by 47% in September. Of this, two
wheeler exports grew by 32%.
 TVs Motors falls by nearly 10% as the company signs an agreement with BMW.
 TVS Motor recorded volume a of 165,696 units, down 3.7% YoY & 5.8% MoM in Feb
2013.
 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
Phoenix as of now, since it is the company’s latest product offering and in due course,
will endorse all TVS motorcycle brands, the company said.
 Total exports of TVS Motor 2-wheeler in the reported period went up 31%
with scooter sales growing by 37% .
 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
 Shares of Hero MotoCorp have surged 4%, while TVS Motor Company also gained 3.86%
on the BSE.
 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
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 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.
CHAPTER -2
RESEARCH DESIGN
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STATEMENT OF THE PROBLEM
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, Yahama, HERO Moto Corp,
HONDA, Mahindra, Suzuki, Piaggio, Kawasaki) .
OBJECTIVES OF THE STUDY
 Tostudythe satisfactionlevelofcustomers.
 Toanalyzethe market condition ofT.V.Sbikes.
 Tostudythe factorswhichareresponsiblefordetermining the levelofsatisfactionofcustomers.
SCOPE OF THE STUDY
 This scope of the study is to identify the level of satisfaction derived from the use of
several T.V.S motor bikes. Keeping in the view the various constrains the scope of the
study is limited only to a few customers residing in Bangalore.
 Data for the study is collected from a sample of 100 customers by using stratified
sampling and questionnaires.
 This study is to give a general idea about the customers viewpoint, opinion and
suggestion to be given so as to result in an improved satisfaction level among the
customers.
NEED/PURPOSE OF THE STUDY
 The study will help the company to revise and analyze 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.
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LIMITATIONS OF THE STUDY
 Sample size is limited to 100 customers in Bangalore only. The sample size may not
adequately represent all the customers viewpoints.
 Customer Satisfaction is affected by the various factors and in a short span of time it is
not possible to study all these factors.
 The Study is also restrained by time factor.
 Biased response of the customers.
RESEARCH METHODOLOGY
Research design used for the study:-
A descriptive research design has been used.
Descriptive research design is a type of research method that is used when one wants to get
information on the current status of an object. It is used to describe what is in existence in
respect to conditions or variables that are found in a given situation.
Data collectionmethod adopted
Primary data: This survey includes primary data collection technique by using methods such as
questionnaire, observation, direct interview, etc..
Secondary data: Secondary data collection method by various information sources like book,
website, newspaper, company, records.
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Research tool used
Questionnaire is the tool to collect the data .
Graphs, Diagrams & Tables are used to represent the data.
Fieldwork
Fieldwork was undertaken on TVS company after collecting primary data using questionnaire.
Sampling Scheme
Sample Size:- it is restricted to a group of 100(hundred) TVS customers
Sample Unit:- to the customers of TVS motor bike users.
Sample Technique:- “Simple Non-Random Sampling” technique is used to select the unit
from the entire population.
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.
Analysis
Simple Statistical tools & techniques are used such as mean, median , mode, etc…
to analyse the data collected through fieldwork.
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AN OVERVIEW OF THE CHAPTER SCHEME:
 CHAPTER 1: GENERAL INTRODUCTION
Industrial Background of two wheeler industry; Theoretical Literature on Marketing and
Customer Satisfaction; The current issues of two-wheeler industry.
 CHAPTER 2: DESIGN OF THE STUDY
Statement of the problem; Objectives of the study; Scope of the study; Need/Purpose of the
study; Limitation of the study.
Research Methodology: Research design used for the study; Data collection method
adopted; Research tool used; Analysis.
 CHAPTER 3: COMPANY PROFILE
Picture of company profile; Product Profile.
 CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
Data analysis with respect to the satisfaction level of TVS Motor Bike users.
 CHAPTER 5: SUMMARY OF FINDINGS
 CHAPTER 6: RECOMMENDATION
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CHAPTER- 3
COMPANY PROFILE
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PROFILE OF ASHWA MOTORS TVS
Name of the Company:- ASHWA TVS MOTORS
Year of Establishment:- 2003
Board Of Directors:- Mr. BALACHANDRA YADAV
Number of Employees:- The total number of employees is 55
Achievements:-
- ON ACHIEVEMENT OF VICTOR TARGETS (APR-SEP) - 2003-04
- ISO-TS 16949 QUALITY MANAGEMENT SYSTEM CERTIFICATION FOR TVS
- NO 1 MILES AND SMILES ENROLLMENT 2006-07
- COMPLETION OF WORKSHOP AUTOMATION DURING 2003-04
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ORGANISATION STRUCTURE MARKETING DEPARTMENT
Proprietor
Sales Manager
Reception
Administrator
Hypothecation ExecutiveCounter Executive
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ACCOUNTS DEPARTMENT DELIVERY SECTION
ACCOUNTS
MANAGER
ASSISTANT
MANAGER
CASHIER
RTO
INSURANCE PRE DELIVERY
INSTRUCTOR
SECURITY
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SERVICE DEPARTMENT
RECEPTION
SUPERVISOR
MECHANIC
HELPERS
DELIVERY BODY
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TVS GROUP:
TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s largest
industrial entities it epitomizes Trust, Value and Service.
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 honored with the
hallmark of Japanese Quality –The Deming Prize for Total Quality Management.
TVS Motor Company Limited is one of the largest two-wheeler 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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TVS Motor Company - 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.
TVS Motor Company- Vision Statement
Drivenby the customer : TVS Motor will be responsive to customer requirements consonant with its core
competence and profitability. TVS Motor will provide total customer satisfaction by giving the customer the right
product, at the right price, at the right time.
The Industry Leader: TVS Motor will be one among the top two two-wheeler manufacturers in India and
one 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.
CommittedtoTotal Quality : TVS Motor is committed to achieving a self-reviewing organization in
perpetuity by adopting TQM as a way of life. TVS Motor 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 Motor believes that people make an organization and that its well-being is
dependent on the commitment and growth of its people.. TVS Motor will create an enabling ambience where the
maximum self-actualisation of every employee is achieved. TVS Motor will support and encourage the process of
self-renewal in all its employees and nurture their sense of self worth.
Responsible CorporateCitizen
TVS Motor strives for long-term relationships of mutual trust and interdependence with its customers,
employees, dealers and suppliers.
Products:
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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 Scooterette (sub-100 cc variomatic scooters), TVS
Scooty in June 1994.
4. Introduced India’s first catalytic converter enabled motorcycle, the 110cc Shogun in Dec
1996.
5. Launched India’s first 5-speed motorcycle, the Shaolin in Oct 1997.
6. Launched TVS Fiero, India’a 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.
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 wheelerTVS 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 Pheonix 125 launched in 2012.
14. TVS Jupiter launched in 2013.
15. Launched TVS Victor
PRODUCT PROFILE
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MOTOR CYCLE
TVS Apache RTR
TVS Sport
TVS Star City
TVS Phoenix
TVS Victor
TVS Fiero,F2
TVS Max 100
TVS Centra
SCOOTERETTES
TVS Scooty Pep
TVS Scooty 2S
TVS Streak
TVS Wego
TVS Jupiter
MOPEDS
TVS XL Super
TVS XL Super HD
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VARIOUS VEHICLES OF TVS MOTOR
TVS VICTOR
TVS CENTRA
TVS Fiero F2
TVS ScootyPep
Type: 4 Stroke air cooled
Cubic Capacity cc=109cc
Fuel Tank= 11lts
Reserve = 2 ltrs
Type: 4 Stroke
Cubic Capacity cc=99.8cc
Fuel tank= 11 lts
Reserve= 2 lts
Type: 4 Stroke, Single cylinder
Cubic Capacity= 147.5 cc
Fuel tank= 13 lts
Reserve= 2 lts
Type: 4 Stroke, air cooled
Cubic Capacity: 74.6 cc
Fuel Tank= 5 lts
Reserve= 2 lts
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TVS MAX 100
TVS XL Super
TVS ScootyStreak
TVS SPORT
TVS STAR CITY
Type: 4 Stroke
Cubic Capacity: 109.7 cc
Fuel Tank: 16 lts
Reserve: 2.5 lts
Type: 4 Stroke
Cubic Capacity: 99.7 cc
Fuel Tank= 12 lts
Reserve= 2 lts
Type: 4 Stroke
Cubic Capacity: 87.8 cc
Fuel Tank= 5 lts
Type: 2 Stroke, Single Cylinder
Displacement: 69.9cc, Wheel Base: 1222mm
Fuel Tank= 4 lts
Reserve= 1 lts
Type: 2 Stroke
Cubic Capacity: 98 cc, Weight: 106kg
Fuel Tank= 12 lts
Reserve= 2 lts
Type: 4 Stroke
Cubic Capacity: 109.7 cc
Fuel Tank: 5 lts
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TVS WEGO
TVS APACHE RTR 160
TVS APACHE RTR 180
TVS PHEONIX 125(new)
Type: 4 Stroke
Cubic Capacity: 159.7 cc
Fuel Tank: 16 lts
Reserve: 2.5 lts
Type: 4 Stroke
Cubic Capacity: 177.4 cc
Fuel Tank: 16 lts
Reserve: 2.5 lts
Type: 4 Stroke
Cubic Capacity: 124.5 cc
Fuel Tank: 12 lts
Reserve: 2 lts
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MARKET CHARACTERSTICS
DEMAND: - Segmental Classification And Characteristics
The three main product segments in the two-wheeler category are scooters, motorcycles and
mopeds. However, in response to evolving demographics and various other factors, other sub-
segment emerged, viz scooterettes, gearless scooters,and4-stroke scooters. While the first two
emerged as response to response demographic changes, the introduction or 4- stroke scooters
has followed the imposition of stringent pollution controls norms in the early 2000, Besides,
these prominent sub- segments, product group within these sub- segments have gained
importance in the recent years. Examples include 125cc motorcycles ,100-125 cc gearless
scooters, etc. The characteristics of each of the three broad segments are discussed.
Trends in Segmental Share in Industry Sales (FY1996-FY2013)
While scooter sales declined sharply by 28% in FY2001, motorcycle sales reported a healthy
growth of 20%), indicating a clear shift in consumer preference. This shift, which continues, has
been prompted by two major factors: change in the country's demographic profile, and
technological advancements.Over the past 10-15 years the demographic profile of the typical
two-wheeler customer has changed. The customer is likely to be salaried and in the first job. With
a younger audience, the attributes that are sought of a two-wheeler have also changed. Following
the opening up of the economy and the increasing exposure levels of this new target audience,
power and styling are now as important as comfort and utility.
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The marketing pitch of scooters has typically emphasized reliability, price, comfort and utility
across various applications.Motorcycles, on the other hand, have been traditionally positioned as
vehicles of power and style, which are rugged and more durable. These features have now been
complemented by the availability of new designs and technological innovations. Moreover,
higher mileage offered by the executive and entry-level models has also attracted interest of
two-wheeler customer.
Given this market positioning of scooters and motorcycles, it is not surprising that the new set of
customers has preferred motorcycles to scooters. With better ground clearance, larger wheels
and better suspension offered by motorcycles, they are well positioned to capture the rising
demand in rural areas where these characteristics matter most.Scooters are perceived to be
family vehicles, which offer more functional value such as broader seat, bigger storage space
and easier ride. However, with the second-hand car market developing, a preference for used
cars to new two-wheelers among vehicle buyers cannot be ruled out. Nevertheless, the past few
years have witnessed a shift in preference towards gearless scooters (that are popular among
women) within the scooters segment. Motorcycles, offer higher fuel efficiency, greater
acceleration and more environment-friendliness. Given the declining difference in prices of
scooters and motorcycles in the past few years, the preference has shifted towards motorcycles.
Besides a change in demographic profile, technology and reduction in the price difference
between motorcycles and scooters, another factor that has weighed in favour of motorcycles
is the high re-sale value they offer. Thus, the customer is willing to pay an up-front premium
while purchasing a motorcycle in exchange for lower maintenance and a relatively higher
resale value.
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Supply
Manufacturers
As the following graph indicates, the Indian two-wheeler industry is highly concentrated, with
three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor
Company Ltd (TVS) - accounting for over 80% of the industry sales as in FY2013. The other key
players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic Engineering
Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic
Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).
Although the three players have dominated the market for a relative long period of time, their
individual market shares have undergone a major change. Bajaj Auto was the undisputed
market leader till FY2008, accounting for 32% of the two-wheeler industry volumes in the
country that year. Bajaj Auto dominance arose from its complete hold over the scooter market.
However, as the demand started shifting towards motorcycles, the company witnessed a
gradual erosion of its market share. HHML, which had concentrated on the motorcycle
segment, was the main beneficiary, and almost doubled its market share from 20% in FY2008 to
40% in FY2013 to emerge as the market leader. TVS. On the other hand, witnessed an overall
decline in market share from 22% in FY2008 to 18% in FY2013. The share of TVS in industry
sales fluctuated on a year on year basis till FY2011 as it changed its product mix but has
declined since then.
Major Players
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COMPANY NAME IMPACT IMPACT FACTORS
YAMAHA Neutral A, B, C,D
BAJAJAUTO LTD Neutral A, B, C,D
HERO MOTO CORP 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
Subsidiaries of TVS Group :
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TV Sundaram lyengar and Sons Limited operates through the three following divisions:
TVS Sundaram Motors Madras Auto Service
1. 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.
2. 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.
3. Sundaram Brake Linings Limited- First Indian company to manufacture asbestos-free
brake linings, woven clutch facings and disc pads for automotive applications.
4. Sundaram Fasteners Limited- India’s largest manufacturer of radiator caps to GM in
USA.
5. Sundaram Finance Limited – Leading consumer finance company in India.
6. Sundaram Industries Limited - with a reputation built over five decades, comprises
several division: custom moulded rubber products, tyre service and coach building. Also
specializes in refrigerated trucks and bunk beds.
7. 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
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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.
8. 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.
Company Network:
TVS Motor Company has one of the most extensive network with over 500 dealers and 2500
Customer touch points.
We are the first in the two-wheeler industry to measure customer satisfaction, audited by
external consultants of international repute.
We have taken care to standardize facilities across all customer touch points. Up gradation of
faculties and continuous improvement in all processes is given importance. The company also
takes an active part in imparting training and capability building in all areas including sales,
service and business management. All our dealers are connected through the extended
network of SAP, ensuring operational efficiency.
Supply Chain Management
Forming the inner of the extended TVS family; our suppliers are involved at every stage of
product development.
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We extend core values and best practices to all our suppliers. Through continuous taining
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 Motor 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.
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.
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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.
Awards:
1. TVS APACHE bages 5 coveted awards by leading Auto Magazines
“Bike of the Year”
2. CNBC-TC18 AUTOCAR AWARDS 2006
“Bike of the Year”
3. OVERDRIVE Awards 2006
“Bike of the Year”
4. Business Standard Motoring Awards 2006
“Indigenous design of the year”
5. OVERDRIVE Awards 2006
“Design of The year 2006-Two wheeler”
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6. BBC Top Gear design awards 2006
7. SCOOTY PEP PLUS - “Scooter of the year”
8. OVERDRIVE Awards 2006
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
Strategy:
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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.
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 bikes 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 maneuverability, handling and ride. The
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Edge’s wheelbase has been increased from 1,200mm to 1,240mm, and comes with gas filled
shock absorber at the rear.
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 tyers
at the rear for improved stability and road holding.
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-
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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.
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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CHAPTER-4
DATA ANALYSIS AND
INTERPRETATAION
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MEASURING TOOLS
The measuring tools usedfor the study is Graphical and simple percentage
method.
TABLE NO: 1.
Table showing the TVS two wheelermodel
Model No. of Respondents Respondents in %
Scooty 48 48%
Victor 38 38%
StarCity 8 8%
Apache 2 2%
Others 4 4%
ANALYSIS:
According to the survey it is found that most of the respondents have scooty (48%) and
victor(38%)and few of respondents have StarCity ,Apache and OTHERS.
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CHART NO: 1
CHART showing the TVS two wheelermodel.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents fall in the SCOOTY category.
0
10
20
30
40
50
1 2 3 4 5 6
Series1
Series2
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TABLE 2.
Table showing whether the salespersonspendsufficient time with you and
explain everything about the vehicle?
Response No of respondents respondents in %
Yes 72 72%
No 28 28%
ANALYSIS:
Most of the respondents(72%) are satisfied with the service of the salesman and least number
of respondents(28%) are not satisfied.
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CHART NO: 2
CHART showing whether the salesperson spendsufficient time &did he
explain everything about the vehicle.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents are satisfied with the
salesperson.
No of respondents
yes
no
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TABLE 3.
Table showing whether the vehicle was delivered on promised time?
No of respondents respondents in %
Yes 85 85%
No 15 15%
ANALYSIS:
To most of the respondents (85%) the vehicle is delivered on promised time. Only to few of the
respondents(15%) vehicle is not delivered on promised time.
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CHART NO: 3
CHART showing whether the vehicle was delivered on promised time.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents have received their vehicles
on promised time.
No of respondents
yes
no
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TABLE 4.
Table showing whether you were offered a test drive during your visit to our
showroom?
No of respondents respondentsin %
Yes 60 60%
No 40 40%
ANALYSIS:
60% of the respondents were offered test drive and 40% of Respondents were not offered the
test drive.
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CHART NO: 4
CHART showing whether the customers were offereda test drive during
their visit to our showroom.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents were offered a test drive
during their visit to the showroom.
No of respondents
yes
no
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TABLE 5.
Table showing customers response towards TVS two wheelervehicles
No. of Respondents Respondents in %
Excellent 22 22%
B] good 30 30%
C] moderate 18 18%
D] satisfactory 24 24%
E] unsatisfactory 6 6%
ANALYSIS:
According to the survey 30% of the respondents feel good and 24%Of respondents feel
satisfactory and 22% of the respondents feel excellent 18% of respondents feel moderate and
6% of respondents feel unsatisfactory.
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CHART NO: 5
CHART showing customers response towards TVS two wheelervehicles.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents have rated TVS two wheeler
vehicles as “Good”.
No. of Respondents
a]excellent
b]good
c]moderate
satisfactory
unsatisfactory
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TABLE 6.
Table showing the level of satisfactionfor the service provided by ASHWA
TVS showroom?
no of respondents respondents in %
completely satisfied 8 8%
Satisfied 34 34%
Dissatisfied 18 18%
not at all satisfied 14 14%
niether satisfied nor
dissatisfied 26
26%
ANALYSIS:
Most of the respondents(34%) are satisfied and 26% of respondents Are niether satisfied nor
satisfied 18% of respondents are dissatisfied14%of respondents are not at all satisfied and 8%
respondents are fully satisfied.
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CHART NO: 6
CHART showing the level of satisfactionforthe service provided by ASHWA
TVS showroom.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents are satisfied with the service
provided by ASHWA TVS showroom.
no of respondents
completely satisfied
satisfied
dissatisfied
not at all satisfied
niether satisfied nor
dissatisfied
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TABLE 7.
Table showing whether brand name plays important role in purchase of TVS
two wheeler?
no of respondents respondents in %
Yes 60 60%
No 40 40%
ANALYSIS:
Most of the respondents(60%) feel brandname is important 40% of the respondents feel
brandname is not important.
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CHART NO: 7
CHART showing whether brand name plays an important role in purchase of
TVS two wheeler.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents feel that brand name plays
an important role in purchase of TVS two wheelers.
no.of respondents
YES NO
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TABLE 8.
Table showing … “Whatare the reasons to purchase TVS vehicles”?
no of respondents respondents in %
Mileage 80 80%
low maintenance 60 60%
Brandname 30 30%
Price 75 75%
Wide range of products 20 20%
ANALYSIS:
Most of the respondents feel mileage(80%) price(75%)and low maintenance (60%) and 30% of
respondents feel brandname is important 20% of respondents feel wide range of respondents is
important.
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CHART NO: 8
CHART showing the reasons behind purchase of TVS vehicles.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents purchase TVS two vehicles
because of its MILEAGE factor.
no of respondents
mileage
low maintanance
brandname
price
Wide range of
products
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TABLE 9.
Table showing:- “When did you own a TVS vehicle”?
no of respondents respondents in %
6month 18 18%
1-2years 32 32%
3years 38 38%
3-5years 12 12%
ANALYSIS:
38% respondents purchased Vehicles before 3 years 32% of Respondents purchased before 1-
2 years 18% of respondents Purchased before 6 months and 12% of respondents purchased
before 3 – 5 years.
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CHART NO: 9
CHART showing when did the customer owna TVS vehicle”.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents have purchased their
vehicles before 3 years.
no of respondents
6month
1-2years
3years
3-5years
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TABLE 10.
Table showing:- What are the improvements in service that you need from
ASHWA TVS Motors?
ANALYSIS:
Most of the respondents are in need of less labour charges (35%)And Service in time (32%) and
18% of respondents need reliable Service and few of the respondents need well trained
mechanics (8%) And availability of Spares (7%) .
no of respondents respondents in %
service in time 32 32%
reliable service 18 18%
availability of
spares 7 7%
well trained
mechanics 8 8%
less labour
charge 35 35%
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CHART NO: 10
CHART showing what are the improvements in service that customers need
from ASHWA TVS Motors.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents are in need of less labour
charges.
TABLE 11.
Sales
service in
time
reliable
service
availability of
spares
well trained
mechanics
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Table showing:- “Whatare the different problems that you face at the time of
service of your vehicle”?
no of respondents no of respondents in %
High Price of Spare
parts
36 36%
Not easily available 17 17%
Delay in service 39 39%
Low quality of spare
parts
7 7%
ANALYSIS:
Most of the respondents face the problem of delay in service (39%)And high price of spare
parts (36%) some of the respondents face problem of not easily availability of spares (17%) and
low quality Of spare parts (7%).
CHART NO: 11
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CHART showing what are the different problems that customers face atthe
time of servicing their vehicle.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents face the problem of delay in
service.
TABLE 12.
no of respondents
High Price of
Spareparts
Not easily
avaliable
Dealy in service
Low quality of
spareparts
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Table showing:- How do you rate the service performance of ASHWA TVS.
no of respondents no of respondents in %
Very Good 16 16%
Good 42 42%
Average 33 33%
Bad 9 9%
Very Bad 0 0%
ANALYSIS:
Most of respondents rate the service performance as good (42%) And Average (33%) some of
the respondents rate as very good (16%) And bad (9%)
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CHART NO: 12
CHART showing how the customers rate the service performance of ASHWA
TVS.
INTERPRETATION:
From the above CHART it is clear that majority of the respondents rate the service
performance as “GOOD”.
no of respondents
Very Good
Good
Average
Bad
Very Bad
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CHAPTER-5
SUMMARY OF FINDINGS
FINDINGS
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According to the survey it is found that most of the respondents have scooty(48%) and
victor(38%)and few of respondents have Star City ,Apache and others.
Most of the respondents(72%) are satisfied with the service of the salesman and least number
of respondents(28%) are not satisfied.
To most of the respondents (85%) the vehicle is delivered on promised time. Only to few of
the respondents(15%) vehicle is not delivered on promised time
60% of the respondents were offered test drive and 40% of Respondents were not offered the
test drive
According to the survey 30% of the respondents feel good and 24% Of respondents feel
satisfactory and 22% of the respondents feel excellent 18% of respondents feel moderate and
6% of respondents feel unsatisfactory.
Most of the respondents(34%) are satisfied and 26% of respondents Are niether satisfied nor
satisfied 18% of respondents are dissatisfied 14% of respondents are not at all satisfied and 8%
respondents are fully satisfied.
Most of the respondents(60%) feel brandname is important, 40% of the respondents feel
brandname is not important.
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Most of the respondents feel mileage(80%) price(75%) and low maintanance(60%) and 30% of
respondents feel brandname is important 20% of respondents feel widerange of respondents is
important.
38% respondents purchased Vehicles before 3 years 32% of Respondents purchased before 1-
2 years 18% of respondents Purchased before 6 months and 12% of respondents purchased
before 3 – 5 years
Most of the respondents are need of less labour charges (35%)And Service in time (32%) and
18% of respondents need reliable Service and few of the respondents need well trained
mechanics (8%) And availability of Spares (7%)
Most of the respondents face the problem of delay in service (39%)And high price of spare
parts (36%) some of the respondents face problem of not easily availability of spares (17%) and
low quality Of spare parts (7%)
Most of respondents rate the service performance as good (42%) And Average (33%) some of
the respondents rate as very good (16%) And bad (9%)
Most of the respondents are need of increase in number of service stations to reach maximum
number customers.
Most of the respondents have complaint about delay in availability of spare parts and high
price.
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 70
CHAPTER-6
SUGGESTIONS
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 71
1. The vehicles can be more stylish with attractive features so that it can attract more
youths.
2. Different models of TVS vehicles can be introduced for ladies, with better comfort,
speed and power, so that it can cater to the changing taste of women.
3. Most of the consumers who use TVS vehicles are youths and employed persons.
Company may come up with some new models of bikes with some added features
which may attract other sections such as engineers and doctors.
4. It is seen that awareness among the people about TVS is high. Company can further
come out with some diverse advertisement in order to reach the right people at right
time.
5. Prices of TVS vehicles should be made affordable, without compromising with the
quality, so that it can attract more customers.
6. The comfort and safety level of TVS vehicles should be improved ; quality should further
be improved more so that maintenance remains low.
7. Though most of the customers are satisfied with the mileage, it is advisable that TVS
company can make effort to increase the mileage capacity which is one of the main
factors which affect purchase decisions.
8. It is seen that TVS vehicles are limited to few colours ;some of more attractive colours
should be introduced . E.g. some metallic colours and light colours.
9. The prices of the spare parts should be more reasonable and the service fees should be
cheap.
10. More service stations should be established in every part of the city in order to reach
the customers & have an easy accessibility.
11. More bikes should be introduced having more mileage capacity like other brands such
as Bajaj boxer, Hero Honda, CD 100, etc………
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 72
CONCLUSION
Even though the “TVS Motor” has got a good market it requires publicity and it needs to spread
out. Already it has gained goodwill and popularity among people, still it needs to reach out for
all the customers. “TVS Motor” should also start producing other models and should add a
different style and variety to their product line. This will surely attract more customers.
Its existing goodwill will help it to enhance its position in the market. At the same time it should
try to maintain its quality and standard.
A customer is an important visitor on the premises of any organization. A regular feedback
regarding his/her needs, wants,preferences and intentions helps the organization in functioning
more effectively. When consumer satisfaction is improved it spreads satisfaction to the
employees, supervisor and manager.
The suggestion given in the study will help the organization to improve functioning and achieve
success in the future years. Many learned authors have played many important roles in
consumer behavior techniques. Every organization has to select the right techniques suitable
for the organization so as to give full satisfaction to the customers.
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 73
ANNEXURE
Dear Sir/ Madam,
1] WhichTVS two wheelermodel doyou own ?
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 74
2] Did the salespersonspendsufficienttime withyou and explaineverythingabout
the vehicle ?
Yes No
3] Wasthe vehicle deliveredon promisedtime?
Yes No
4] Were youoffereda test drive during your visit to our showroom?
Yes No
5] How do you feel about TVS two wheelervehicle?
a] Excellent b] good c] Moderate d] Poor
d] satisfactory e]unsatisfactory
6] State the level ofsatisfactionfor the service providedby ASHWA TVS?
a] Completelysatisfied b]satisfied c] Dissatisfied
d] Not at all satisfied e] Neithersatisfiednordissatisfied
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 75
7] Whetherbrandname plays important role inpurchase of TVS two wheeler?
Yes No
8] What are the reasons to purchase TVS vehicles?
a] mileage b] low maintenance c] Price
d] Wide range of products e] Brandname
9] When did you owned TVS vehicle
a) 6 month b) 1-2 years c) 3 years d] 3-5 years
*10] Do you suggest any improvement in ASHWA TVS?
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 76
11] What are improvements in service that you demand from ASHWA TVS?
a] Service in time b] reliable service
c] well trained mechanics c] less labor charge
12] What are the different problems that you face at the time of service of your
vehicle?
a] High price spare parts b] Not easily available
c] Delay in service d] Low quality of spare parts
13 How do you rate the service performance of ASHWA TVS?
A] Very Good b] Good c] Average
D] Bad e] Very bad
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 77
14]Do u have any complaint, problem regarding availability of spares parts & other
services?
15]Name and Address:
BIBLIOGRAPHY
Market Research by Tull and Hawkins
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 78
Marketing Management by Philip Kotler
www.Tvmotors.com
www.tvsvictor.com
www.google.com
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 79
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 80
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 81
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 82
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 83
CUSTOMER SATISFACTION
Dayananda Sagar College of Arts, Science And Commerce Page 84

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PROJECT WORK ON TVS

  • 1. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 1 CHAPTER- 1 INTRODUCTION
  • 2. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 2 GENERAL INTRODUCTION The Indian two-wheeler industry has been in the limelight recently because of its impressive performance. Hero Honda 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 and Electrotherm India.
  • 3. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 3 INDUSTRIAL BACKGROUND The motors on minibikes, 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. Key highlights of Indian two wheeler segment .•India is 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 motorcyclemanufacturers 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.
  • 4. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 4 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 2012-13 grew by over 15% 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 record performance of crossing 9 million two wheelers, during the year 2012-13. Hero Honda 47% Bajaj Auto 30% TVS Motors 17% Future Focus In the future TVS Motor Company will be one among the top two 2 wheeler companies in India and one among the top five 2-wheeler companies in Asia. We will have profitable operations overseas, especially in Asian markets, capitalizing on our expertise in the areas of manufacturing, technology and marketing. The Company will hone and sustain its cutting edge of technology by constant benchmarking against international leaders. TQM will be a way of life and guide all our endeavors.
  • 5. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 5 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. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Two wheelersPassenger vehiclesComercial vehiclesThree wheelers Series1 Two wheelers 78.63% Passenger vehicles 10.44% Commercial vehicles 4.03% Three wheelers 3.90%
  • 6. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 6 Two-wheelers: 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. Segmental Growth of the Indian Two Wheeler Industry
  • 7. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 7 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.
  • 8. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 8 THEORETICAL LITERATURE INTRODUCTION TO 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 behavior 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. 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 200 senior marketing managers, 71 percent
  • 9. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 9 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. "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. 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).
  • 10. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 10 This type of satisfaction survey is typically used as part of CRM (Customer Relationship Management) and VOC (Voice of the Customer) systems. Each focuses 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.). 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:  Department wise capability of the supplier.  Technological and engineering or re-engineering aspects of products and services.  Type and quality of response provided by the supplier.  Supplier’s capability to commit on deadlines and how efficiently they are met.  Customer service provided by the supplier.  Complaint management.  Cost, quality, performance and efficiency of the product.  Supplier’s personal facets like etiquettes and friendliness.  Supplier’s ability to manage whole customer life cycle.  Compatible and hassle free functions and operations.
  • 11. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 11 CONSUMERSBEHAVIOUR TOWARDS TWO-WHEELERS Understanding consumer behavior 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 behavior 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.
  • 12. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 12 CURRENT ISSUES  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.  TVS Motor Company sees a significant increase in three-wheeler sales at 95%, going from from 4,062 units in October 2012 to 7,926 units in October  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.  Total exports at TVS MOtor company increased by 47% in September. Of this, two wheeler exports grew by 32%.  TVs Motors falls by nearly 10% as the company signs an agreement with BMW.  TVS Motor recorded volume a of 165,696 units, down 3.7% YoY & 5.8% MoM in Feb 2013.  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 Phoenix as of now, since it is the company’s latest product offering and in due course, will endorse all TVS motorcycle brands, the company said.  Total exports of TVS Motor 2-wheeler in the reported period went up 31% with scooter sales growing by 37% .  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  Shares of Hero MotoCorp have surged 4%, while TVS Motor Company also gained 3.86% on the BSE.  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. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 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. CHAPTER -2 RESEARCH DESIGN
  • 14. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 14 STATEMENT OF THE PROBLEM 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, Yahama, HERO Moto Corp, HONDA, Mahindra, Suzuki, Piaggio, Kawasaki) . OBJECTIVES OF THE STUDY  Tostudythe satisfactionlevelofcustomers.  Toanalyzethe market condition ofT.V.Sbikes.  Tostudythe factorswhichareresponsiblefordetermining the levelofsatisfactionofcustomers. SCOPE OF THE STUDY  This scope of the study is to identify the level of satisfaction derived from the use of several T.V.S motor bikes. Keeping in the view the various constrains the scope of the study is limited only to a few customers residing in Bangalore.  Data for the study is collected from a sample of 100 customers by using stratified sampling and questionnaires.  This study is to give a general idea about the customers viewpoint, opinion and suggestion to be given so as to result in an improved satisfaction level among the customers. NEED/PURPOSE OF THE STUDY  The study will help the company to revise and analyze 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.
  • 15. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 15 LIMITATIONS OF THE STUDY  Sample size is limited to 100 customers in Bangalore only. The sample size may not adequately represent all the customers viewpoints.  Customer Satisfaction is affected by the various factors and in a short span of time it is not possible to study all these factors.  The Study is also restrained by time factor.  Biased response of the customers. RESEARCH METHODOLOGY Research design used for the study:- A descriptive research design has been used. Descriptive research design is a type of research method that is used when one wants to get information on the current status of an object. It is used to describe what is in existence in respect to conditions or variables that are found in a given situation. Data collectionmethod adopted Primary data: This survey includes primary data collection technique by using methods such as questionnaire, observation, direct interview, etc.. Secondary data: Secondary data collection method by various information sources like book, website, newspaper, company, records.
  • 16. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 16 Research tool used Questionnaire is the tool to collect the data . Graphs, Diagrams & Tables are used to represent the data. Fieldwork Fieldwork was undertaken on TVS company after collecting primary data using questionnaire. Sampling Scheme Sample Size:- it is restricted to a group of 100(hundred) TVS customers Sample Unit:- to the customers of TVS motor bike users. Sample Technique:- “Simple Non-Random Sampling” technique is used to select the unit from the entire population. 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. Analysis Simple Statistical tools & techniques are used such as mean, median , mode, etc… to analyse the data collected through fieldwork.
  • 17. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 17 AN OVERVIEW OF THE CHAPTER SCHEME:  CHAPTER 1: GENERAL INTRODUCTION Industrial Background of two wheeler industry; Theoretical Literature on Marketing and Customer Satisfaction; The current issues of two-wheeler industry.  CHAPTER 2: DESIGN OF THE STUDY Statement of the problem; Objectives of the study; Scope of the study; Need/Purpose of the study; Limitation of the study. Research Methodology: Research design used for the study; Data collection method adopted; Research tool used; Analysis.  CHAPTER 3: COMPANY PROFILE Picture of company profile; Product Profile.  CHAPTER 4: DATA ANALYSIS AND INTERPRETATION Data analysis with respect to the satisfaction level of TVS Motor Bike users.  CHAPTER 5: SUMMARY OF FINDINGS  CHAPTER 6: RECOMMENDATION
  • 18. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 18 CHAPTER- 3 COMPANY PROFILE
  • 19. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 19 PROFILE OF ASHWA MOTORS TVS Name of the Company:- ASHWA TVS MOTORS Year of Establishment:- 2003 Board Of Directors:- Mr. BALACHANDRA YADAV Number of Employees:- The total number of employees is 55 Achievements:- - ON ACHIEVEMENT OF VICTOR TARGETS (APR-SEP) - 2003-04 - ISO-TS 16949 QUALITY MANAGEMENT SYSTEM CERTIFICATION FOR TVS - NO 1 MILES AND SMILES ENROLLMENT 2006-07 - COMPLETION OF WORKSHOP AUTOMATION DURING 2003-04
  • 20. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 20 ORGANISATION STRUCTURE MARKETING DEPARTMENT Proprietor Sales Manager Reception Administrator Hypothecation ExecutiveCounter Executive
  • 21. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 21 ACCOUNTS DEPARTMENT DELIVERY SECTION ACCOUNTS MANAGER ASSISTANT MANAGER CASHIER RTO INSURANCE PRE DELIVERY INSTRUCTOR SECURITY
  • 22. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 22 SERVICE DEPARTMENT RECEPTION SUPERVISOR MECHANIC HELPERS DELIVERY BODY
  • 23. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 23 TVS GROUP: TVS Group was established in 1911 by Shri. T.V. Sundaram lyenger. As one if India’s largest industrial entities it epitomizes Trust, Value and Service. 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 honored with the hallmark of Japanese Quality –The Deming Prize for Total Quality Management. TVS Motor Company Limited is one of the largest two-wheeler 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.
  • 24. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 24 TVS Motor Company - 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. TVS Motor Company- Vision Statement Drivenby the customer : TVS Motor will be responsive to customer requirements consonant with its core competence and profitability. TVS Motor will provide total customer satisfaction by giving the customer the right product, at the right price, at the right time. The Industry Leader: TVS Motor will be one among the top two two-wheeler manufacturers in India and one 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. CommittedtoTotal Quality : TVS Motor is committed to achieving a self-reviewing organization in perpetuity by adopting TQM as a way of life. TVS Motor 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 Motor believes that people make an organization and that its well-being is dependent on the commitment and growth of its people.. TVS Motor will create an enabling ambience where the maximum self-actualisation of every employee is achieved. TVS Motor will support and encourage the process of self-renewal in all its employees and nurture their sense of self worth. Responsible CorporateCitizen TVS Motor strives for long-term relationships of mutual trust and interdependence with its customers, employees, dealers and suppliers. Products:
  • 25. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 25 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 Scooterette (sub-100 cc variomatic scooters), TVS Scooty in June 1994. 4. Introduced India’s first catalytic converter enabled motorcycle, the 110cc Shogun in Dec 1996. 5. Launched India’s first 5-speed motorcycle, the Shaolin in Oct 1997. 6. Launched TVS Fiero, India’a 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. 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 wheelerTVS 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 Pheonix 125 launched in 2012. 14. TVS Jupiter launched in 2013. 15. Launched TVS Victor PRODUCT PROFILE
  • 26. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 26 MOTOR CYCLE TVS Apache RTR TVS Sport TVS Star City TVS Phoenix TVS Victor TVS Fiero,F2 TVS Max 100 TVS Centra SCOOTERETTES TVS Scooty Pep TVS Scooty 2S TVS Streak TVS Wego TVS Jupiter MOPEDS TVS XL Super TVS XL Super HD
  • 27. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 27 VARIOUS VEHICLES OF TVS MOTOR TVS VICTOR TVS CENTRA TVS Fiero F2 TVS ScootyPep Type: 4 Stroke air cooled Cubic Capacity cc=109cc Fuel Tank= 11lts Reserve = 2 ltrs Type: 4 Stroke Cubic Capacity cc=99.8cc Fuel tank= 11 lts Reserve= 2 lts Type: 4 Stroke, Single cylinder Cubic Capacity= 147.5 cc Fuel tank= 13 lts Reserve= 2 lts Type: 4 Stroke, air cooled Cubic Capacity: 74.6 cc Fuel Tank= 5 lts Reserve= 2 lts
  • 28. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 28 TVS MAX 100 TVS XL Super TVS ScootyStreak TVS SPORT TVS STAR CITY Type: 4 Stroke Cubic Capacity: 109.7 cc Fuel Tank: 16 lts Reserve: 2.5 lts Type: 4 Stroke Cubic Capacity: 99.7 cc Fuel Tank= 12 lts Reserve= 2 lts Type: 4 Stroke Cubic Capacity: 87.8 cc Fuel Tank= 5 lts Type: 2 Stroke, Single Cylinder Displacement: 69.9cc, Wheel Base: 1222mm Fuel Tank= 4 lts Reserve= 1 lts Type: 2 Stroke Cubic Capacity: 98 cc, Weight: 106kg Fuel Tank= 12 lts Reserve= 2 lts Type: 4 Stroke Cubic Capacity: 109.7 cc Fuel Tank: 5 lts
  • 29. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 29 TVS WEGO TVS APACHE RTR 160 TVS APACHE RTR 180 TVS PHEONIX 125(new) Type: 4 Stroke Cubic Capacity: 159.7 cc Fuel Tank: 16 lts Reserve: 2.5 lts Type: 4 Stroke Cubic Capacity: 177.4 cc Fuel Tank: 16 lts Reserve: 2.5 lts Type: 4 Stroke Cubic Capacity: 124.5 cc Fuel Tank: 12 lts Reserve: 2 lts
  • 30. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 30 MARKET CHARACTERSTICS DEMAND: - Segmental Classification And Characteristics The three main product segments in the two-wheeler category are scooters, motorcycles and mopeds. However, in response to evolving demographics and various other factors, other sub- segment emerged, viz scooterettes, gearless scooters,and4-stroke scooters. While the first two emerged as response to response demographic changes, the introduction or 4- stroke scooters has followed the imposition of stringent pollution controls norms in the early 2000, Besides, these prominent sub- segments, product group within these sub- segments have gained importance in the recent years. Examples include 125cc motorcycles ,100-125 cc gearless scooters, etc. The characteristics of each of the three broad segments are discussed. Trends in Segmental Share in Industry Sales (FY1996-FY2013) While scooter sales declined sharply by 28% in FY2001, motorcycle sales reported a healthy growth of 20%), indicating a clear shift in consumer preference. This shift, which continues, has been prompted by two major factors: change in the country's demographic profile, and technological advancements.Over the past 10-15 years the demographic profile of the typical two-wheeler customer has changed. The customer is likely to be salaried and in the first job. With a younger audience, the attributes that are sought of a two-wheeler have also changed. Following the opening up of the economy and the increasing exposure levels of this new target audience, power and styling are now as important as comfort and utility.
  • 31. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 31 The marketing pitch of scooters has typically emphasized reliability, price, comfort and utility across various applications.Motorcycles, on the other hand, have been traditionally positioned as vehicles of power and style, which are rugged and more durable. These features have now been complemented by the availability of new designs and technological innovations. Moreover, higher mileage offered by the executive and entry-level models has also attracted interest of two-wheeler customer. Given this market positioning of scooters and motorcycles, it is not surprising that the new set of customers has preferred motorcycles to scooters. With better ground clearance, larger wheels and better suspension offered by motorcycles, they are well positioned to capture the rising demand in rural areas where these characteristics matter most.Scooters are perceived to be family vehicles, which offer more functional value such as broader seat, bigger storage space and easier ride. However, with the second-hand car market developing, a preference for used cars to new two-wheelers among vehicle buyers cannot be ruled out. Nevertheless, the past few years have witnessed a shift in preference towards gearless scooters (that are popular among women) within the scooters segment. Motorcycles, offer higher fuel efficiency, greater acceleration and more environment-friendliness. Given the declining difference in prices of scooters and motorcycles in the past few years, the preference has shifted towards motorcycles. Besides a change in demographic profile, technology and reduction in the price difference between motorcycles and scooters, another factor that has weighed in favour of motorcycles is the high re-sale value they offer. Thus, the customer is willing to pay an up-front premium while purchasing a motorcycle in exchange for lower maintenance and a relatively higher resale value.
  • 32. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 32 Supply Manufacturers As the following graph indicates, the Indian two-wheeler industry is highly concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of the industry sales as in FY2013. The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI). Although the three players have dominated the market for a relative long period of time, their individual market shares have undergone a major change. Bajaj Auto was the undisputed market leader till FY2008, accounting for 32% of the two-wheeler industry volumes in the country that year. Bajaj Auto dominance arose from its complete hold over the scooter market. However, as the demand started shifting towards motorcycles, the company witnessed a gradual erosion of its market share. HHML, which had concentrated on the motorcycle segment, was the main beneficiary, and almost doubled its market share from 20% in FY2008 to 40% in FY2013 to emerge as the market leader. TVS. On the other hand, witnessed an overall decline in market share from 22% in FY2008 to 18% in FY2013. The share of TVS in industry sales fluctuated on a year on year basis till FY2011 as it changed its product mix but has declined since then. Major Players
  • 33. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 33 COMPANY NAME IMPACT IMPACT FACTORS YAMAHA Neutral A, B, C,D BAJAJAUTO LTD Neutral A, B, C,D HERO MOTO CORP 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 Subsidiaries of TVS Group :
  • 34. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 34 TV Sundaram lyengar and Sons Limited operates through the three following divisions: TVS Sundaram Motors Madras Auto Service 1. 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. 2. 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. 3. Sundaram Brake Linings Limited- First Indian company to manufacture asbestos-free brake linings, woven clutch facings and disc pads for automotive applications. 4. Sundaram Fasteners Limited- India’s largest manufacturer of radiator caps to GM in USA. 5. Sundaram Finance Limited – Leading consumer finance company in India. 6. Sundaram Industries Limited - with a reputation built over five decades, comprises several division: custom moulded rubber products, tyre service and coach building. Also specializes in refrigerated trucks and bunk beds. 7. 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
  • 35. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 35 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. 8. 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. Company Network: TVS Motor Company has one of the most extensive network with over 500 dealers and 2500 Customer touch points. We are the first in the two-wheeler industry to measure customer satisfaction, audited by external consultants of international repute. We have taken care to standardize facilities across all customer touch points. Up gradation of faculties and continuous improvement in all processes is given importance. The company also takes an active part in imparting training and capability building in all areas including sales, service and business management. All our dealers are connected through the extended network of SAP, ensuring operational efficiency. Supply Chain Management Forming the inner of the extended TVS family; our suppliers are involved at every stage of product development.
  • 36. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 36 We extend core values and best practices to all our suppliers. Through continuous taining 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 Motor 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. 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.
  • 37. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 37 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. Awards: 1. TVS APACHE bages 5 coveted awards by leading Auto Magazines “Bike of the Year” 2. CNBC-TC18 AUTOCAR AWARDS 2006 “Bike of the Year” 3. OVERDRIVE Awards 2006 “Bike of the Year” 4. Business Standard Motoring Awards 2006 “Indigenous design of the year” 5. OVERDRIVE Awards 2006 “Design of The year 2006-Two wheeler”
  • 38. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 38 6. BBC Top Gear design awards 2006 7. SCOOTY PEP PLUS - “Scooter of the year” 8. OVERDRIVE Awards 2006 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 Strategy:
  • 39. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 39 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. 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 bikes 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 maneuverability, handling and ride. The
  • 40. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 40 Edge’s wheelbase has been increased from 1,200mm to 1,240mm, and comes with gas filled shock absorber at the rear. 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 tyers at the rear for improved stability and road holding. 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-
  • 41. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 41 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. 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.
  • 42. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 42 CHAPTER-4 DATA ANALYSIS AND INTERPRETATAION
  • 43. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 43 MEASURING TOOLS The measuring tools usedfor the study is Graphical and simple percentage method. TABLE NO: 1. Table showing the TVS two wheelermodel Model No. of Respondents Respondents in % Scooty 48 48% Victor 38 38% StarCity 8 8% Apache 2 2% Others 4 4% ANALYSIS: According to the survey it is found that most of the respondents have scooty (48%) and victor(38%)and few of respondents have StarCity ,Apache and OTHERS.
  • 44. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 44 CHART NO: 1 CHART showing the TVS two wheelermodel. INTERPRETATION: From the above CHART it is clear that majority of the respondents fall in the SCOOTY category. 0 10 20 30 40 50 1 2 3 4 5 6 Series1 Series2
  • 45. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 45 TABLE 2. Table showing whether the salespersonspendsufficient time with you and explain everything about the vehicle? Response No of respondents respondents in % Yes 72 72% No 28 28% ANALYSIS: Most of the respondents(72%) are satisfied with the service of the salesman and least number of respondents(28%) are not satisfied.
  • 46. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 46 CHART NO: 2 CHART showing whether the salesperson spendsufficient time &did he explain everything about the vehicle. INTERPRETATION: From the above CHART it is clear that majority of the respondents are satisfied with the salesperson. No of respondents yes no
  • 47. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 47 TABLE 3. Table showing whether the vehicle was delivered on promised time? No of respondents respondents in % Yes 85 85% No 15 15% ANALYSIS: To most of the respondents (85%) the vehicle is delivered on promised time. Only to few of the respondents(15%) vehicle is not delivered on promised time.
  • 48. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 48 CHART NO: 3 CHART showing whether the vehicle was delivered on promised time. INTERPRETATION: From the above CHART it is clear that majority of the respondents have received their vehicles on promised time. No of respondents yes no
  • 49. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 49 TABLE 4. Table showing whether you were offered a test drive during your visit to our showroom? No of respondents respondentsin % Yes 60 60% No 40 40% ANALYSIS: 60% of the respondents were offered test drive and 40% of Respondents were not offered the test drive.
  • 50. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 50 CHART NO: 4 CHART showing whether the customers were offereda test drive during their visit to our showroom. INTERPRETATION: From the above CHART it is clear that majority of the respondents were offered a test drive during their visit to the showroom. No of respondents yes no
  • 51. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 51 TABLE 5. Table showing customers response towards TVS two wheelervehicles No. of Respondents Respondents in % Excellent 22 22% B] good 30 30% C] moderate 18 18% D] satisfactory 24 24% E] unsatisfactory 6 6% ANALYSIS: According to the survey 30% of the respondents feel good and 24%Of respondents feel satisfactory and 22% of the respondents feel excellent 18% of respondents feel moderate and 6% of respondents feel unsatisfactory.
  • 52. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 52 CHART NO: 5 CHART showing customers response towards TVS two wheelervehicles. INTERPRETATION: From the above CHART it is clear that majority of the respondents have rated TVS two wheeler vehicles as “Good”. No. of Respondents a]excellent b]good c]moderate satisfactory unsatisfactory
  • 53. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 53 TABLE 6. Table showing the level of satisfactionfor the service provided by ASHWA TVS showroom? no of respondents respondents in % completely satisfied 8 8% Satisfied 34 34% Dissatisfied 18 18% not at all satisfied 14 14% niether satisfied nor dissatisfied 26 26% ANALYSIS: Most of the respondents(34%) are satisfied and 26% of respondents Are niether satisfied nor satisfied 18% of respondents are dissatisfied14%of respondents are not at all satisfied and 8% respondents are fully satisfied.
  • 54. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 54 CHART NO: 6 CHART showing the level of satisfactionforthe service provided by ASHWA TVS showroom. INTERPRETATION: From the above CHART it is clear that majority of the respondents are satisfied with the service provided by ASHWA TVS showroom. no of respondents completely satisfied satisfied dissatisfied not at all satisfied niether satisfied nor dissatisfied
  • 55. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 55 TABLE 7. Table showing whether brand name plays important role in purchase of TVS two wheeler? no of respondents respondents in % Yes 60 60% No 40 40% ANALYSIS: Most of the respondents(60%) feel brandname is important 40% of the respondents feel brandname is not important.
  • 56. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 56 CHART NO: 7 CHART showing whether brand name plays an important role in purchase of TVS two wheeler. INTERPRETATION: From the above CHART it is clear that majority of the respondents feel that brand name plays an important role in purchase of TVS two wheelers. no.of respondents YES NO
  • 57. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 57 TABLE 8. Table showing … “Whatare the reasons to purchase TVS vehicles”? no of respondents respondents in % Mileage 80 80% low maintenance 60 60% Brandname 30 30% Price 75 75% Wide range of products 20 20% ANALYSIS: Most of the respondents feel mileage(80%) price(75%)and low maintenance (60%) and 30% of respondents feel brandname is important 20% of respondents feel wide range of respondents is important.
  • 58. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 58 CHART NO: 8 CHART showing the reasons behind purchase of TVS vehicles. INTERPRETATION: From the above CHART it is clear that majority of the respondents purchase TVS two vehicles because of its MILEAGE factor. no of respondents mileage low maintanance brandname price Wide range of products
  • 59. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 59 TABLE 9. Table showing:- “When did you own a TVS vehicle”? no of respondents respondents in % 6month 18 18% 1-2years 32 32% 3years 38 38% 3-5years 12 12% ANALYSIS: 38% respondents purchased Vehicles before 3 years 32% of Respondents purchased before 1- 2 years 18% of respondents Purchased before 6 months and 12% of respondents purchased before 3 – 5 years.
  • 60. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 60 CHART NO: 9 CHART showing when did the customer owna TVS vehicle”. INTERPRETATION: From the above CHART it is clear that majority of the respondents have purchased their vehicles before 3 years. no of respondents 6month 1-2years 3years 3-5years
  • 61. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 61 TABLE 10. Table showing:- What are the improvements in service that you need from ASHWA TVS Motors? ANALYSIS: Most of the respondents are in need of less labour charges (35%)And Service in time (32%) and 18% of respondents need reliable Service and few of the respondents need well trained mechanics (8%) And availability of Spares (7%) . no of respondents respondents in % service in time 32 32% reliable service 18 18% availability of spares 7 7% well trained mechanics 8 8% less labour charge 35 35%
  • 62. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 62 CHART NO: 10 CHART showing what are the improvements in service that customers need from ASHWA TVS Motors. INTERPRETATION: From the above CHART it is clear that majority of the respondents are in need of less labour charges. TABLE 11. Sales service in time reliable service availability of spares well trained mechanics
  • 63. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 63 Table showing:- “Whatare the different problems that you face at the time of service of your vehicle”? no of respondents no of respondents in % High Price of Spare parts 36 36% Not easily available 17 17% Delay in service 39 39% Low quality of spare parts 7 7% ANALYSIS: Most of the respondents face the problem of delay in service (39%)And high price of spare parts (36%) some of the respondents face problem of not easily availability of spares (17%) and low quality Of spare parts (7%). CHART NO: 11
  • 64. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 64 CHART showing what are the different problems that customers face atthe time of servicing their vehicle. INTERPRETATION: From the above CHART it is clear that majority of the respondents face the problem of delay in service. TABLE 12. no of respondents High Price of Spareparts Not easily avaliable Dealy in service Low quality of spareparts
  • 65. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 65 Table showing:- How do you rate the service performance of ASHWA TVS. no of respondents no of respondents in % Very Good 16 16% Good 42 42% Average 33 33% Bad 9 9% Very Bad 0 0% ANALYSIS: Most of respondents rate the service performance as good (42%) And Average (33%) some of the respondents rate as very good (16%) And bad (9%)
  • 66. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 66 CHART NO: 12 CHART showing how the customers rate the service performance of ASHWA TVS. INTERPRETATION: From the above CHART it is clear that majority of the respondents rate the service performance as “GOOD”. no of respondents Very Good Good Average Bad Very Bad
  • 67. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 67 CHAPTER-5 SUMMARY OF FINDINGS FINDINGS
  • 68. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 68 According to the survey it is found that most of the respondents have scooty(48%) and victor(38%)and few of respondents have Star City ,Apache and others. Most of the respondents(72%) are satisfied with the service of the salesman and least number of respondents(28%) are not satisfied. To most of the respondents (85%) the vehicle is delivered on promised time. Only to few of the respondents(15%) vehicle is not delivered on promised time 60% of the respondents were offered test drive and 40% of Respondents were not offered the test drive According to the survey 30% of the respondents feel good and 24% Of respondents feel satisfactory and 22% of the respondents feel excellent 18% of respondents feel moderate and 6% of respondents feel unsatisfactory. Most of the respondents(34%) are satisfied and 26% of respondents Are niether satisfied nor satisfied 18% of respondents are dissatisfied 14% of respondents are not at all satisfied and 8% respondents are fully satisfied. Most of the respondents(60%) feel brandname is important, 40% of the respondents feel brandname is not important.
  • 69. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 69 Most of the respondents feel mileage(80%) price(75%) and low maintanance(60%) and 30% of respondents feel brandname is important 20% of respondents feel widerange of respondents is important. 38% respondents purchased Vehicles before 3 years 32% of Respondents purchased before 1- 2 years 18% of respondents Purchased before 6 months and 12% of respondents purchased before 3 – 5 years Most of the respondents are need of less labour charges (35%)And Service in time (32%) and 18% of respondents need reliable Service and few of the respondents need well trained mechanics (8%) And availability of Spares (7%) Most of the respondents face the problem of delay in service (39%)And high price of spare parts (36%) some of the respondents face problem of not easily availability of spares (17%) and low quality Of spare parts (7%) Most of respondents rate the service performance as good (42%) And Average (33%) some of the respondents rate as very good (16%) And bad (9%) Most of the respondents are need of increase in number of service stations to reach maximum number customers. Most of the respondents have complaint about delay in availability of spare parts and high price.
  • 70. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 70 CHAPTER-6 SUGGESTIONS
  • 71. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 71 1. The vehicles can be more stylish with attractive features so that it can attract more youths. 2. Different models of TVS vehicles can be introduced for ladies, with better comfort, speed and power, so that it can cater to the changing taste of women. 3. Most of the consumers who use TVS vehicles are youths and employed persons. Company may come up with some new models of bikes with some added features which may attract other sections such as engineers and doctors. 4. It is seen that awareness among the people about TVS is high. Company can further come out with some diverse advertisement in order to reach the right people at right time. 5. Prices of TVS vehicles should be made affordable, without compromising with the quality, so that it can attract more customers. 6. The comfort and safety level of TVS vehicles should be improved ; quality should further be improved more so that maintenance remains low. 7. Though most of the customers are satisfied with the mileage, it is advisable that TVS company can make effort to increase the mileage capacity which is one of the main factors which affect purchase decisions. 8. It is seen that TVS vehicles are limited to few colours ;some of more attractive colours should be introduced . E.g. some metallic colours and light colours. 9. The prices of the spare parts should be more reasonable and the service fees should be cheap. 10. More service stations should be established in every part of the city in order to reach the customers & have an easy accessibility. 11. More bikes should be introduced having more mileage capacity like other brands such as Bajaj boxer, Hero Honda, CD 100, etc………
  • 72. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 72 CONCLUSION Even though the “TVS Motor” has got a good market it requires publicity and it needs to spread out. Already it has gained goodwill and popularity among people, still it needs to reach out for all the customers. “TVS Motor” should also start producing other models and should add a different style and variety to their product line. This will surely attract more customers. Its existing goodwill will help it to enhance its position in the market. At the same time it should try to maintain its quality and standard. A customer is an important visitor on the premises of any organization. A regular feedback regarding his/her needs, wants,preferences and intentions helps the organization in functioning more effectively. When consumer satisfaction is improved it spreads satisfaction to the employees, supervisor and manager. The suggestion given in the study will help the organization to improve functioning and achieve success in the future years. Many learned authors have played many important roles in consumer behavior techniques. Every organization has to select the right techniques suitable for the organization so as to give full satisfaction to the customers.
  • 73. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 73 ANNEXURE Dear Sir/ Madam, 1] WhichTVS two wheelermodel doyou own ?
  • 74. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 74 2] Did the salespersonspendsufficienttime withyou and explaineverythingabout the vehicle ? Yes No 3] Wasthe vehicle deliveredon promisedtime? Yes No 4] Were youoffereda test drive during your visit to our showroom? Yes No 5] How do you feel about TVS two wheelervehicle? a] Excellent b] good c] Moderate d] Poor d] satisfactory e]unsatisfactory 6] State the level ofsatisfactionfor the service providedby ASHWA TVS? a] Completelysatisfied b]satisfied c] Dissatisfied d] Not at all satisfied e] Neithersatisfiednordissatisfied
  • 75. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 75 7] Whetherbrandname plays important role inpurchase of TVS two wheeler? Yes No 8] What are the reasons to purchase TVS vehicles? a] mileage b] low maintenance c] Price d] Wide range of products e] Brandname 9] When did you owned TVS vehicle a) 6 month b) 1-2 years c) 3 years d] 3-5 years *10] Do you suggest any improvement in ASHWA TVS?
  • 76. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 76 11] What are improvements in service that you demand from ASHWA TVS? a] Service in time b] reliable service c] well trained mechanics c] less labor charge 12] What are the different problems that you face at the time of service of your vehicle? a] High price spare parts b] Not easily available c] Delay in service d] Low quality of spare parts 13 How do you rate the service performance of ASHWA TVS? A] Very Good b] Good c] Average D] Bad e] Very bad
  • 77. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 77 14]Do u have any complaint, problem regarding availability of spares parts & other services? 15]Name and Address: BIBLIOGRAPHY Market Research by Tull and Hawkins
  • 78. CUSTOMER SATISFACTION Dayananda Sagar College of Arts, Science And Commerce Page 78 Marketing Management by Philip Kotler www.Tvmotors.com www.tvsvictor.com www.google.com
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