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R.Sundararajan et al./ Elixir Marketing Mgmt. 43 (2012) 7030-7032 Available online at www.elixirpublishers.com (Elixir International Journal)

Marketing Management
Elixir Marketing Mgmt. 43 (2012) 7030-7032

A study on consumer behaviors with special reference to TVS Scooty Pep in Salem city
Vijay M.S.Shalini1 and R.Sundararajan2
Department of Management, Vinayaka Missions University, Salem, India. 2 Department of Genetics and Plant Breeding, Faculty of Agriculture, Annamalai University, Annamalai Nagar, India.
A R TI C L E I N F O A B ST R A C T
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Art i c l e h i st ory : Received: 22 December 2011; Received in revised form: 19 February 2012; Accepted: 27 February 2012; K ey w or d s TVS Scooty Pep, Educational level, Households, Two-wheeler vehicle.

Consumption of various products is an integral part of human life. Hence, everybody is engaged in buying different types of goods. Every Consumer tries to obtain maximum satisfaction from the goods purchased. The consumer market consists of all the households and individuals who buy goods and services for their personal use. Consumers differ tremendously in income, educational level, taste and age, so it is necessary for the marketers to divide consumers into so many groups and to develop products and services designed to suit their needs. There are number of brands of two-wheeler vehicle available in our country. Among the two-wheeler companies, TVS Company occupies first place in the country. Its TVS Scooty Pep is the best selling motor scooter in the market. Though other brands of vehicle have their own unique feature, TVS Scooty Pep still has a good demand in the market. To analyse the factors that influence the people to buy this vehicle, the researcher has undertaken this study. The results derived from the study helps to know the factors that influence the consumers to buy the product and to analyse why the consumers prefer TVS Scooty Pep in Salem City. This study helps to know the factor that influence the consumers to buy the product and also helps to know about the brand awareness among the consumers. This study helps to enable the producer to make decision regarding further changes in promotional measures.
2012 Elixir All rights reserved.

Introduction Now-a-days in the Indian scenario both men and women are going for employment not only to meet their financial requirement but also to live with comfort. As a result, the wants of the people have been increased. Both men and women employees have been faced a lot of problems due to lack of transport facilities in urban centres. As a result of technological development new two wheelers have been emerged for both men and women. As on Impacts of liberalization new industries have been started. They have been producing different varieties of motor cycles for men and women. One among the manufactures of two wheelers in TVS Company. This company produces line of products. One among the line of products is TVS Scooty Pep. Customers choice decision is influenced by both internal factors like needs, motives, perception and preference as well as external factors like social class, reference group, environment and price. Of these influencing factors it is the perception, which plays a vita role in customers buying decision. Perception can be defined as the process and interprets stimuli into a meaningful and coherent picture of the world. The researcher is very much anxious to know customers preference and extent of satisfaction towards buying and using TVS Scooty Pep. So the researcher has taken the study to identify the consumers preference towards TVS Scooty Pep in Salem City. Review of Literature Mr. B.Palanikumar submitted the project entitled customer preference for soft drinks in coimbatore city. The objectives of the study preference of consumers regarding soft drinks and to
Tele: +91-9894516214 E-mail addresses: svijayimsshalini@gmail.com, sundararajan.rs73@yahoo.com 2012 Elixir All rights reserved

know the satisfaction of consumers about quantity availability. Percentage analysis has been used for the data interpretation. His findings were the majority of make and female consume soft drinks among male Gold spot is the most popular drink and female Thumpsup is the most popular drinks. A case study of targeting a new coke machine. This Coca cola research has shown that a standard soft drink vending machine be profitable in business locations. Coca cola might to able to open still another front. Brak Mata might just deal the way to a dispenser that will one day make fountain coke available in the home. Mr.Ramajuj Majumdar said the consumer research reseated that quenching of thirst was an important aspect for consuming soft drinks and even Coca cola was not able to fulfill this desire of Indian consumers. Limca was the perceived as bottle soft drinks with definite superiority over fresh limejuice with respect to convenience, taste consistency and easy mixability. The Parle also enhanced on the fact that Indians. Parles clever positioning strategy helped carry out a niche in the India soft drinks market. Lawrence W.Note and Dennis L.W Lax studied the trademarks of Coca cola. This study is a staff layers to make sure that the trademarks one infringes on this valuable brand identification. Coke through out the world because of identified trademarks. A restaurant does not serve another Cola drink in ordered Objectives of the Study The following are the objectives of the study 1. To know the riders preference towards certain product features of TVS Scooty Pep.

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R.Sundararajan et al./ Elixir Marketing Mgmt. 43 (2012) 7030-7032 Table No. 4 Classification of respondent on the basis of factors that influenced. The TVS Scooty pep to buy
Factors Influenced Parents Friends Relatives Neighbours Advertisement Dealer Total No. of respondents 12 41 14 12 9 12 100 Percentage 12 41 14 12 9 12 100

2. To ascertain the level of satisfaction of the riders of TVS Scooty Pep in Salem City. 3. To study the reason why consumers prefer TVS Scooty Pep. 4. To identify the extent of satisfaction of the riders of TVS Scooty Pep. Research Methodology The research design used for the research problem in hand is exploratory research which is also termed as formulative research. The major emphasis in exploratory research is given on the discovery of ideas and insights of the research problem. The sample design adopted for the research problem in hand is convenience random sampling. The sample size for the study is 100. The sample unit of the study included different occupation, age, income and educational background. For the study in hand, both the primary and secondary data is collected. The primary data for the study is collected directly from target respondents through structured questionnaire and personal interviews. The secondary data for the study is collected from different sources such as technical and trade journals, articles, newspapers, magazines, internet, periodicals, books, reports, publications of associations related to two wheelers providers. Data Analysis and Interpretation Sample Profile Table No. 1 Classification of respondents based on their sex
Sex Male Female Total No. of respondents 38 62 100 Percentage 38 62 100

Table depicts that 12 percent respondents have been influenced by their parents to buy the TVS Scooty Pep, 41 percent respondents were influenced by their friends to buy the vehicle, 14 percent respondents have been influenced by their relatives to buy the TVS Scooty Pep, 14 percent respondents have been influenced by their neighbors, only 9 percent of the respondents was influenced by advertisements to buy the vehicle. And the remaining 12 percent of the respondents were influenced by the dealers to buy this vehicle. This study revealed that majority of this vehicle holders are induced by the friends to purchase this vehicle. Advertisements not influenced the consumers more to buy this vehicle. Table No. 5 Classification of respondents based on reasons for owning of vehicle
Factor Cheaper Convenient Quality Durability Economy Good Technology More Guarantee Spare Parts Cheaper No. of respondents Yes 9 100 100 90 96 100 91 96 Percentage 9 100 100 90 96 100 91 96 No. of respondents No 91 10 4 9 4 Percentage 91 10 4 9 4 Total 100 100 100 100 100 100 100 100

Table shows that the distribution of respondents based on their sex. It is surprisingly to see that 38 percent female respondents are having the TVS Scooty Pep and 62 percent respondents are belongs to male sex. Table No. 2 Classification of respondents based on educational qualification
Educational qualification SSLC Higher Secondary Bachelor Degree Master Degree Professional Total No. of respondents 12 11 37 20 20 100 Percentage 12 11 37 20 20 100

Table shows that 12 percent respondents completed SSLC, 11 respondents have completed higher secondary, 37 respondents are bachelor degree holders, 20 percent respondents are post-graduate and 20 percent respondents are professional. Table No. 3 Classification of respondents on occupational status
Occupational Status Student Government employees Private employees Business man Agriculturists Professional Retired Others Total No. of respondents 15 10 13 15 7 20 10 10 100 Percentage 15 10 13 15 7 20 10 10 100

Table shows that the classification of respondents based on reasons for owning of vehicle. The majority of the respondents felt that this vehicle is more convenient to drive, good quality, having durability, economy, modern technology used, better service facilities rendered by the company and cheaper spare parts. It reveals that more beneficial effects are enjoyed by the consumers except the price factor. The majority of 91 percent of respondents says price is not cheaper one. Table No. 6 Classification of respondents based on purpose of buying vehicle
Opinion Yes No Total To ride all family members 93 7 100 Short distance travel 100 100 Less weight age 42 58 100 Rough use 100 100 100 Time saving 67 37 100 Avoid late coming to work 63 37 100

Table indicates that 15 respondents are students, 10 percent respondents are government employees, 13 percent respondents are private employees, 15 percent respondents are doing business, 7 respondents are agriculturists, 20 respondents are professional, retired 10 and others 10 respondents are other like housewife.

Table shows that the classification of respondents based on purpose of buying vehicle. The whole respondents stated that the purpose of buying vehicle was convenience to travel short distance and for rough use out of 100 respondents, more than 93 Percent stated that the purpose of buying vehicle for convenient of all family members the majority of 67 percent respondents stated the vehicle saves the time and reduce the late coming to work.

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R.Sundararajan et al./ Elixir Marketing Mgmt. 43 (2012) 7030-7032 At the time no more alternatives the consumer must want to start the vehicle by only kicker start. The respondents felt that it was very harder task to start. As I mentioned above, majority of them were female and male felt so. It leads them to irritate at earlier of the day itself. One of the respondents had opined that the starting trouble occurs because of the lack of rpm power in the design of engine and battery. Another problem faced by the majority of the respondents was at the time of using centre stand. They feel it was a harder job (like taking a adventure). But really that was not a risky one. In the service book the procedure to use centre stand was mentioned obviously in simple manner. The seller must give some product awareness and describe the special features of TVS Scooty Pep at the time of selling. Regarding to mileage the respondents expectation was 55 kilo meter per liter but the vehicle gives 45-50 kms per liter only. In order to inspire and induce the consumers to buy this vehicle advertisement must be made in all mass Media especially in Television. The resale value is also influenced the consumers. Most of them felt that the resale value is less. Therefore, the management authorities should take necessary steps. In order to increase the fuel efficiency and some more new technology should be taken to reduce the above barrier, which gives a loop hole to the competitors. Conclusion No product can be a successful one without the support of the customers. Now a days every concern that started changing its focus from customer creation to customer retention. So, in order to keep the customer base intact, every manufacturer has to give the product in a superior quality and TVS Scooty Pep is not an exception to this. The motor cycle TVS Scooty Pep by TVS Company the consumers have some sort of negative aspect in relation to TVS Scooty Pep. References 1. Kothari.C.R (1995), Research Methodology, Vishwa Prakashan Pvt. Ltd, New Delhi - 2nd Edition. 2. Leon Schiffman and Leslie Lazar Kanok (2002), Consumer Behavior, Printice Hall of India Pvt Ltd., 7th Edition of Eastern Economy Edition. 3. Lindquist (2003), Shopers Buyers Consumer Behaviour Theory and Marketing Applications, Biztantra, India - Atomic Dog Publishing USA. 4. Philip Kotler (1996), Principles of Marketing, Prentice Hall of India Pvt Ltd, 7th Edition of Eastern Economy Edition. 5. Rogger D. Blackwell, Paul W. Miniars, James F. Engel (2002), Consumer Behaviour, Vikas Publishing House, 9th Edition of Thomson Asia Pvt Ltd., Singapore. Websites 1. www.google.com 2. www.alltheweb.com 3. www.intheweb.com 4. www.tvsmotors.com

Table No. 7 Classification of respondents based on buying motives of TVS Scooty Pep
Opinion Engine design Price Maintenance Cost Fuel efficiency Pick-up Mileage Resale Value Availability of spare parts Colour Good 99 16 100 81 86 20 14 100 100 Satisfactory 10 10 14 64 27 Bad 1 74 9 16 59 Total 100 100 100 100 100 100 100 100 100

Table enumerates that some of the factors determine the demand of the products. Out of 100 respondents the entire, 100 percent respondents feel the maintenance cost, colour and availability of spare parts are good. Out of 100 respondents more then 80 percent have expressed that the fuel efficiency Pick-up and engine design of the vehicle are Good for their buying motives of TVS Scooty Pep. At the same time 64 respondents opined that mileage per litre of the vehicle is Satisfied. Out of 100 respondents, 74 percent of them feel that the price of the vehicle is Bad in the market. And 50 percent respondents feel that the resale value of the vehicle is Bad in the seconds market. Table No. 8 Respondents opinion on resale value of TVS Scooty Pep.
Opinion Yes No. Total No. of respondents 47 53 100 Percentage 47 53 100

Table indicates respondents opinion about the resale value of the vehicle. Out of 100 respondents, 53 percent respondents have stated that there is no resale value in the market and 47 percent respondents opinion is that it is having resale value in the market. Table No. 9 Classification of respondents based on mileage per litre
Mileage (Per litre) 41-45 46-50 Total No. of respondents 14 86 100 Percentage 14 86 100

Table shows that 14 percent of the respondents are getting 41-45 kilometers per litre. And the remaining 86 percent respondents are getting about 46-50kms. Most of the respondents 86 percent are getting about 45-50 kms Per litre. Suggestions As the product TVS Scooty Pep which has been taken for the study has many positive attributes, there are only a few things to suggest and they are: Many respondents have perceived that the price of TVS Scooty Pep is very high when compared with the price of other motorcycle. Hence, it in considered to be relevant to suggest that the price of the vehicle may be reduced if it is possible. A crucial problem faced by the majority of the respondents is the starting trouble. As per the advice of seller the consumer neglect the electronic ignition, when ever the engine was in cool temperature. Because it leads trouble to the life age of battery.