A Study on Customer Buying Behavior Taking TVS for Comparison

In India, TVS Motor Company is the third largest two-wheeler manufacturer among the world's top ten. TVS Motor Company has an annual turnover of more than USD 1 billion in 2008-2009. TVS and Sons also distribute Heavy Duty Commercial Vehicles, Jeeps and Cars. TVS & Sons has grown into a leading logistics solution provider and has set up state-of-the-art warehouses all over the country. TVS Motor traces its origins back to the entrepreneurial spirit of Trichur Venkagaruswamy Sundaram Iyengar. The following are the group companies: Lakshmi Auto Components Limited Lucas Indian Service Limited (www.lucasindia.com) Axles India Limited

■ The company is suffering a decline in volumes due to poor response of its two strokes Max motorcycles. ■ Actively looking to set up manufacturing unit in Indonesia or Vietnam. ■ Strong focus on R&D and product development.

In 2002, TVS Motor won the Deming Prize and became the first two-wheeler company to win the award given to companies that do outstanding work in the field of Quality Management. It is considered to be one of the world's most prestigious quality awards. TVS Scooty Pep won the 'Excellence Design Award' in 2004 from BusinessWorld magazine and the National Institute of Design, Ahmedabad. The University of Warwick, United Kingdom gave him an honorary Doctorate of Science degree while the Government of India Has companied him with the Padma Shri, one of India's highest civilian distinctions.

• The objective of the study is to analyze the customer buying behavior of in motorbikes of different brands. • To know the trends in sales of TVS motors. • To know the after sales services quality of TVS motors.

The scope of the study is to study the customer buying behavior of the respondents in Haryana and attain the awareness level of the customers. The scope is that the services of the dealer, advertising media as well as celebrity has made an effect on the customer or not and how much. This study also allows knowing the future prospects of the company and where it is at present in the market.

The data has been collected through questionnaires from Haryana. Rest of the information has been collected through internet surveys and social networking communities on websites. The questionnaire was filled up by 50 respondents scattered at different places and many more respondents provided valuable information through the internet.

PRIMARY DATA - Primary data is that kind of data that is collected by the investigator himself for the purpose of the specific study. The data such collected is original in character. The method of sampling was the Random. SECONDRY DATA - The secondary data has been taken from websites, books, Journals, papers, and various publications.

The research design undertaken for the study was Descriptive one. The reason for using a descriptive research method was to obtain qualitative data and also since the nature of study is as such that it required the exploration of various aspects within and outside the company.

It has been found from the above bar-graph that the brand awareness of bikes among the respondents. It shows that HERO HONDA is the most popular brand in New whereas BAJAJ and YAMAHA follow 2nd and 3rd place. TVS comes at 4th place taking lead from LML, KINETIC and ENFIELD BULLET.

From the above Bar-Graph, it is found that in Haryana area HERO HONDA has scored the maximum number of points with BAJAJ and TVS on 2nd and 3rd spot. TVS has scored 9 points out of the sample size of hundred and has taken lead from LML, KINETIC and ENFIELD BULLET.

FACTORS WHICH CUSTOMER CONSIDER WHILE PURCHASING A BIKE

The facts and figures shown in the analysis is correct and the survey has been done in a good faith and responsibility. As HERO HONDA, BAJAJ and YAMAHA have taken the 1st, 2nd and 3rd position. Thus TVS motor co. has to make some more efforts to increase the awareness among the people in the context of bikes. TVS motor co. has emphasized only on VICTOR and not on other bikes, thus people only know about VICTOR and not other bikes. Print media and different types of media should be used to make people know about the slogan. The respondents in the factors, which they consider while purchasing a bike, have done the ranking. MILEAGE is the first factor following with POWER and STYLE and also with an adaptable PRICE. The company has to make efforts for making a product that should have all these three factors with considerable price. The most influencing factor in purchasing decision of the bike is FAMILY and after that FRIENDS which is not at all linked with the company investment. The company generally invests in Dealer promotion and Media, which is not appropriate as analyzed in this question. Awareness level through Media and dealer should be increased. When asked about the experience at the TVS dealership most of the respondents had a good and average experience with a small number having bad experience. The small number of bad experience can be avoided by giving warm welcome and good behavior by the staff. In this matter the dealer should increase the road shows as well as arrange regular customers meeting which will create interests in other prospects. The respondents have liked the service facility and the staff but the important factor is the lack of space. The dealership in Haryana has to improve the staff as well as the after sales services and the customer relations. Celebrity endorsement does not affect most of the respondents whereas only 34% of the respondents have an affect over the purchasing decision of bike. Company should give more importance to the product so as to give the best in quality to the customer.

SUGGESTIONS

The study found that the respondents consider TVS motor company after HERO HONDA and BAJAJ. TVS motor company has to make some arrangements to increase the awareness level among the prospects through media. The company should focus on other bikes because some of the

service facilities which can be improved by regular visit of the service managers as well as providing regular training to the staff as well as the owner.

LIMITATIONS

This paper is bound to be limitations which the researcher faced and within which he had to work. The data used in most part of the paper is secondary data, it has inherent discrepancy.

• www.tvsmotor.com

• Marketing Research, Test and cases, Richard D. Irwin, Linois • C.R Kothari, Research Methodology

• Times Auto • The Economic Times

• Auto Sports • Business Outlook

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