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A STUDY ON CONSUMERS PREFERENCE AND SATISFACTION TOWARDS TVS BIKES IN KANCHEEPURAM TOWN
Dr. R.M.Thirumaran*

ABSTRACT
The Automobile Company gain market leadership only if it understands the consumer needs and final solution that delights consumer through superior value, quality and service, consumer preference is a vital factors in marketing. To analyze the need for purchasing the particular type of two-wheeler in Kanchipuram town. Consumer preference and consumer behaviour are similar, attributed in broad prospective. In order to accomplish this objective a market survey was conducted with 100 respondents in the study area. Advertisement campaign should aim at reaching the ultimate custom and the authorized dealers should also device a suitable advertisement to catch local customers. The introduction of TVS bike have revolutionaries in the field of two Wheeler industry. Large number of fancy two wheeler should be introduced by the company. It is concluded from the study that the TVS motor company gaining market share in Two Wheeler Industry Keywords: Consumers, Manufactures, Marketing.

*Assistant professor, Department of commerce, Pachaiyappas College, Chennai

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IJESS INTRODUCTION

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Automobile industry is an ever expanding industry. It is one of the labor intensive industries providing large number of employment opportunities both directly and indirectly. It also increases the economic stability of a country to wide extent. It encourages small scale industries. Automobile industry increases the export and import of a country which helps to earn foreign exchange. Automobile company which helps to earn foreign exchange. Automobile company is all around and all of us need to know something about it. Automobile company is not a single unit it consist of several department^ wholesaler, retailer and individuals. The Automobile Company gain market leadership only if it understands the consumer needs and final solution that delights consumer through superior value, quality and service, consumer preference is a vital factors in marketing management. Unless a marketing manager has the knowledge of the factors that affects consumers purchasing patterns, he cannot do his best in formulation of the sale policies and advertising policies. DEFINITION Consumers typically describe what they want in terms of products benefits, functions, characteristics, performance, Criteria and even manufacturing procedures. A marketing manager must be aware of the reasons, why people buy product in a shop or in a certain store. Since consumers differ on their present and future buying requirement, hence knowledge of the buyer behavior required. Buying patterns of different market segments helps marketers to identify groups, which represent the greatest sales potential. Therefore marketing management must know what buyers are really seeking in the purchase of goods and services. The ultimate motive of all marketing activities is consumer satisfaction. STATEMENT OF THE PROBLEM The study is about the activities of the consumers with respect to their opinion about the best quality of two wheelers and their preference towards the purchase of two wheelers. The research is also analyzing the consumer's income level, advantage and disadvantage of vehicle, price of the vehicle, quality because these factors also determine the purchase factor.

OBJECTIVE OF THE STUDY:

The objectives of the study are as follows: To find out which type is mostly used among the consumers in Kancheepuram. International Journal of Engineering and Social Science www.gjmr.org

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To study the factors that influencing the buying pattern in Kancheepuram town. To analyze the need for purchasing the particular type of two-wheeler in Kancheepuram town. To evaluate the socio-economic conditions of the respondents. To study about the Nature of Preference. To study about the Consumer satisfaction of Two-wheeler.

METHODOLOGY
Convenient Sampling technique is adopted. The date collected is primary as well as secondary in nature. Interview schedule technique is adopted to collect the data. Personal interviews were also conducted with dealers. For the purpose of effective study, all types of vehicles have been taken into consideration. The collected data will be interpreted through tables for better and clear understanding. DATA COLLECTION While dealing about the method of data collection to be used for the study, we should keep two types of data in mind. (i. e) Primary data and Secondary data. SAMPLE DESIGN Sample means " where only a fewer unit of population under study are considered for analysis". For our research work, we have collected information from 100 respondents. SAMPLING METHOD Information is collected from any convenient group whose views may be relevant to the subjective enquiry. The primary data was collected from the selected respondents by using the interview schedule from a) Big Kancheepuram b) Little Kancheepuram c) Orrikai SAMPLING PLAN A segment of the population is selected for marketing research to represent the population as a whole. The sample size is 100. The samples were collected on the following basis within the Kancheepuram town limits. SAMPLE SIZE AND SURVERY METHOD Questioniare was given to 100 Respondents in the study area for my purpose of carrying out the project . A survey consists of gathering data by interviewing a limited number of people, International Journal of Engineering and Social Science www.gjmr.org

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a sample selected from a large group. A survey has the advantage of getting to the original source of information. In this method, the researcher obtains information from the respondent by interviewing them. This is the most common method of getting a primary data. The survey can also be conducted in two ways, a sampling survey and census survey. Kanchipuram is a major temples city of Tamilnadu. The list gives the consolidated list of temples in and around Kanchipuram revered by the hymns of (Alwars) as well as Saiva.Kuravars.
LIMITATION OF THE STUDY

The study is based on the Consumer Preference towards the various types of Two-wheeler in Kancheepuram town only. The Research is mainly concentrated the attitude of consumers. Here the sample size is limited. The Researcher has relied upon the oral facts given by the respondents. The attitude of the consumer may be changed. Due to the time constraint the Researcher has done this Research work in particular town. Hence the Research finding are not generalized CONSUMER SATISFACTION
The underlying word is satisfaction every person has certain wants and needs and hence he becomes a consumers satisfaction arises only when the consumer's anticipated needs are catered to. In other words, before purchasing, the consumer has some sort of benefits in imagination that he will actually receive when he buys the goods and it is only the marketing manager who know what benefits can be provided. Therefore, to provide satisfaction is less easy that imagined task.

FACTORS INFLUENCING THE CONSUMERS PREFERENCE

The various factors affecting the consumers preference are as follows:Consumer preference and consumer behaviour are similar, attributed in broad prospective. Consumer behaviour or buyers attitude is a process by which an individual decides what, when, how,whether or not, from whom to purchase goods and the service. The consumer's decisions are not hollow but influenced by cultural, social, personal and psychological factors substantially influence the purchases of the buyer. Most of the factors are " NOT CONTROLLABLE "by the marketers which are also to be taken into account.

CULTURAL FACTORS
Cultural factors such as buyer's culture, sub-culture and social class identification bear in depth and wide influences of consumer preference. CULTURE Culture is the most basic determinant of a person. His wants and behaviour are governed by instincts human trait is intellectual in behaviour. SOCIAL FACTORS

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A consumer's preference is also influenced by social factors, such as the consumer's reference groups, family and social roles and status. OCCUPATION A person's consumption pattern is also influence by his or her occupation. A blue color worker's clothes, work shoes, powder, lunch boxes, bowling recreation are pertinent to his group. A company president affords expensive blue stage suits air travel club membership and vehicle hence marketers try to identify the occupational groups. ECONOMIC CIRCUMSTANCES A person's economic circumstances will do affect a great extent in his product choice. People economic circumstances consist of their spend able income, saving, borrowing power and attitudes towards spending versus saving. LIFE STYLE People coming from the same sub-culture, social classes and even occupation may lead quiet different life different. Life style portrays the whole person interaction with his or her environment. Life style reflects something beyond the person's social class on the one hand and personality on the other. Life style attempts to bring out one's way of living based on a whole person's pattern of acting in the world. PERSONALITY AND SELF-CONCEPT Each person has a distinct that will influence his on her buying preference. A person's personality is usually described in terms of such trait as 'self confidence, dominance, autonomy, deference, sociability defensiveness and adoptability. INCOME Income is a vital factor that affects buying preference off consumer to a great extent. It is the per-capital income is high, then the demand of consumer goods will be high, if it is less the demand will also be less. PSYCHOLOGICAL FACTORS A person's buying choice is also influenced from major psychological factors like motivation, perception, learning, beliefs and attitudes. MOTIVATION A person has many wants at a given time. A need become a motive when it is used to a sufficient level of intensity. A motive is a need that sufficiently compels a person to seek satisfaction of the need. PERCEPTION International Journal of Engineering and Social Science www.gjmr.org 41

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Another factor which influences consumer behaviour is perception. A motivated person's action is influenced by his or her perception of the situation. A motivated is influenced by his or her perception of the situation. LEARNING !t is a factor where the people act based on the experience that governs the efforts directly and indirectly as the process of learning differs. BELIEFS AND ATTITUDES Through learning process people acquire their beliefs and attitudes. These in turn influence their behaviour based on belief is what is given and taken by a person in all descriptive, about something which gets rooted in him. Besides that an attitude described by a persons enduring favorable or unfavorable cognitive evaluation, emotional felling and action tendencies towards some objects or idea. BRAND LOYALTY To be truly branded loyal the consumer mist hold a favorable attitude towards the brand in addition to purchasing it repeatedly. One may be forced to purchased a particular brand repeatedly because other brands may not be available unable to find a suitable replacement though he is not liking the unfavorable substitutes. History of the TVS motor company, Hero Honda company, Yamaha company and Bajaj Company was narrated the best to the knowledge of the researcher to enhance the project requirements and make the project effective and fruitful. Perfectly structured interview schedule has been used to accumulate the essential primary data. The interviews conducted and the information was gathered in person. The answers thus obtained were documented. The study is spread over 100 respondents in Kancheepuram for tl% purpose of conducting the analysis. Table No.3.01 DISTRIBUTION OF RESPONDENTS ACCORDING TO GENDER GENDER Male Female TOTAL NO.OF RESPONDENTS 75 25 100 person's action

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Table 3.02

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DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR EDUCATIONAL QUALIFICATION EDUCATIONAL QUALIFICATION School Education Under Graduate Post Graduate Technical Qualification No Formal Education Total 19 58 07 14 2 100 NO. OF RESPONDENTS

Table 3.03 DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR OCCUPATION OCCUPATION NO. OF RESPONDENTS

Business man

18

Private Employee

33

Student

37

Professionalist

Government Service

Total

100

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Table No: 3.04

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DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR MONYHLY INCOME MONTHLY INCOME Upto Rs. 5000 Rs. 5001 -10000 Rs. 10001 -15000 Rs. 15000 and above Total NO.OF RESPONDENTS 51 24 15 10 100

Table 3.05 DISTRIBUTION OF RESPONDENTS ACCORDING TO TYPE OF VEHICLE OWNED TYPE OF VEHICLE TVS XL Bajaj Hero Honda Yamaha Apache Total NO.OF RESPONDENTS 26 19 15 10 30 100

Table 3.06 DISTRIBUTIONS OF RESPONDENTS ACCORDING TO THEIR SOURCE OF AWARENESS SOURCE OF AWARENESS Friends Relatives Advertisements NO.OF RESPONDENT 48 10 36

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Through Dealer Others Total

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6 100

Table 3.07 DISTRIBUTION OF RESPONDENTS ACCORDING TO THE REASON FOR PREFERRING TVS BIKES REASON FOR TVS BIKES Low Price Attractive colour and Appearance Performance Satisfactory Service Less Documentation formalities Total NO.OF RESPONDENTS 15 3 6 3 3 30

Table 3.08 DISTRIBUTION OF RESPONDENTS ACCORDING TO THE REASON FOR PREFERRING HERO HONDA BIKES

REASON FOR TVS BIKES

NO.OF RESPONDENTS

Low Price Attractive colour and Appearance

3 3

Performance

14

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Satisfactory Service

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10

Less Documentation formalities

Total

35

Table No: 3.09 DISTRIBUTION OF RESPONDENTS ACCORDING TO THE REASON FOR PREFERRING YAMAHA BIKES REASON FOR TVS BIKES NO.OF RESPONDENTS

Low Price Attractive colour and Appearance

3 3

Performance

14

Satisfactory Service

10

Less Documentation formalities

Total

35

Table 3.10 DISTRIBUTION QF RESPONDENTS ACCORDING TO THE PERIOD OR TIME OF TVS / Hero Honda / Yamaha BIKES

Period of Time TVS

NO. OF RESPONDENTS HERO HONDA YAMAHA

Total

Less than 6 months

10

20

10

40

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One year - 3 years 4 years - 5 years

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35

10

10

25

Total

30

50

20

100

Table-3.11 DISRTIBUTION OF RESPONDENTS ACCORDING TO THE OVER ALL APPEARANCE OF THE BIKE & TYPE OF BIKE

Appearance of the Bike Type of the Bike TVS XL

Attractive

Appealing

Very Attractive

Good

Total

12

21

B4JAJ

12

11

26

HERO HONDA

15

YAMAHA

15

29

APACHE

Total Table No: 3.12

28

19

50

100

DISTRIBUTION OF RESPONDENTS ACCORDING TO MILEAGE OF THE PREFERRED BIKES KMPL 30-50 Km 50 -60 Km NO.OF RESPONDENTS 13 47

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60-70 Km 70 and above Total Table 3.13

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DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR MONTHLY INCOME AND PRICE OF THE VEHICLE Monthly In come Price OF\ Vehicle Upto Rs.5000 Rs. 500110000 Rs. 1000115000 Rs. 15000 And above Total

Upto Rs. 40,000 21 5 7 1 34

Rs. 40,000 50,000 Rs. 50,000 And Above Total

15

36

13q

30

49

17

22

12

100

Table 3.14 DISTRIBUTION OF RESPONDENTS ACCORDING TO SATISFACTORY LEVEL WITH ROAD GRIP OF PREFERRED BIKE LEVEL OF SATISFACTION Satisfied Highly Satisfied Neither satisfied nor dissatisfied Dissatisfied NO OF RESPONDENTS 56 26 14 4

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Highly Dissatisfied Total

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100

FINDINGS, SUGGESTIONS AND CONCLUSION

The study has been carried out with the objective of ascertaining the customer's preference and there to satisfaction towards Two wheelers in Kancheepuram town. In order to accomplish this objective a market survey was conducted with 100 respondents in the study area. For the survey a structured interview schedule with both open and close lend questions were used to collect the required information. The data collected have been analyzed and interpreted in the previous chapter with the help of tables and charts. The summary of the study are presented as follows: The total numbers of male respondents are 75 and females are 25 in number, representing 75 and 25 percent respectively. Categorizations of respondents have also been made on the basis of educational qualification. Out of the total respondents, 65 were completed graduation and 19 have got school education, 14 are professionalise 7 are Post graduates. A high number of graduates prefer TVS bikes. Out of the total respondents, 33 are Private employees, 37 are Students, who like mostly because of the attractive colour and appearance. Middle Income and Low Income group mostly TVS Bikes due to less maintenance cost, low price, fuel consumption and easy to drive even for women also.Out of total Respondents only 30 percent emphasis is preference for Appearance and Attractiveness. This review prefers is mainly for low price and other things. Apart from TVS, other Bikes Mileage ranges from 70-70. People preference is focused TVS only because of low price, easy maintenance cost and easy documentation process. Observed from the study that the customers are attracted by good appearance of the TVS bikes, this alone account for 50 percent of customers and 27 of the total respondents were influenced by its attractiveness. Most of the TVS bikes offer mileage of between 50-60 km per liter. It was observed from the study that 29 percent of the respondents have opinioned the mileage as between 60-70 kms . It is inferred from the study that 49 percent of the respondents are in the income group up to Rs.5000 have invested on the low price bikes. Among the total respondents 56 of them are satisfied with road grip of their preferred bikes. 4 percent of the total respondent was dissatisfied and the TVS motor company should take measures to overcome this minor defective. When comparison was made between the TVS

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bikes, the kilometer per liter (KPML) of Apache is high. Yamaha and Hero honda are performed well at 50-60 kms. The satisfactory level of servicing also well observed from the study. Among the total respondent 45 of them are satisfied with free services and 35 of them are satisfied with free as well as paid services. Out of the total respondents, 64 of them were the owners of other brands of bike. Attracted by the marvelous appearance and performance, they were switched over to buy TVS bikes. Out of the total respondents, 61 of them were preferred TVS bikes than other brands due to performance and 18 were preferred for its low price. Besides its feature, appearance, performance and low price the TVS motor company should pay attention with regard to technical aspects and still more improvement in performance. Based on the study the following suggestions have also been made; The TVS motor company has to adopt a perfectly suited Market Strategy so as to attract more Customers. Advertisement campaign should aim at reaching the ultimate custom and the authorized dealers should also device a suitable advertisement to catch local customers. The introductions of TVS bike have revolutionaries in the field of two Wheeler industry. In order to maintain the present and potential customer the quality of bikes require still more improvements. TVS bikes emerged in the two wheeler industry in the recent years. There may be chances for loosing out its customers due to rival products or more advanced technology bikes. The motor company should continuously involve in research development to device bikes in accordance with the taste preference of customers. The Service provided by the agency should be efficient. Large number of fancy two wheeler should be introduced by the company. It is concluded from the study that the TVS motor company gaining market share in Two Wheeler Industry. The products of the company are well received among the customers and benefited out of the valuable services rendered by the products. The present trend indicates that there will be scope for expanding its market and attract innumerable customers in the years to come.

REFERENCES
1. Auto India Magazine 2. Automobile Journal 3. Indian Auto Magazine 4. Peter Drucker, Marketing Management, prentice Hall of India pvt. Ltd., New Delhi 1988.

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5. Philip.Kotler Marketing Management millennium Edition Prentice Hall of India, New 6. Delhi 2000.

7. www.tvsmotor.co.in

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