1.
A C K NO W LE D GE M E N T
2.
T I T LE
3.
O BJ E C T I V E
4.
SUMMARY
5.
I N T RO D U C T I ON
6.
S C O PE
7.
C O M PA N Y P RO F I LE
8.
M A RK E TI N G R E SE A R C H
9.
R ES EA R C H M E T HO D O LO GY
10.
M A I N B OD Y
11.
D A TA A N A LY SI S
12.
SUMMARY
13.
C O N C LU SI O N
14.
S U GGE S T I O N
15.
B I B LI O GR A P H Y
OF
THE STUDY
OF
F IN D IN G
Acknowledgement
information
for
the
derived.
making
of
report
was
T ITLE
It is not consumers who absorb strategies . Rather they
respond to the brands that companies project. A strong
brand is a hieroglyphic that evokes many emotions,
holds deep meanings for consumers at both conscious
and
subconscious
levels.
Such
responses
from
the
air
as
message
of
goodwill
and
professionalism.
However issues like customer satisfaction quality cost
control technology and supply chain management came
to the forefront and restructuring became the mantra.
Another paradigm shift was the new focus on export as
opposed to the traditional reliance on a protected local
OBJECTIVE
As the whole activity was concentrated on the partial
fulfillment of my MBA course as well as some real
contribution from me towards this esteemed organization,
in my opinion the objectives of the study are as follows :
The organization in my view in its attempt to reach to
the channel partners has given me this responsibility.
As the major changes in customer satisfaction
are
SUMMARY
The fundamental concepts, which lead to the strategic
thinking and policy formulation in any, corporate what so
ever can be any and if not all of the entities as motioned
in the following line.
The Company
Consideration of competitors
Legistics edge
Strategic alliances.
from the
The several
10
The
information
regarding
its
manufacturing
facilities
The organizational hierarchy
Outlined in the Company Profile section
Research Methodology
have
been
outlined
in
the
Recommendations section.
represented
in
the
current
business
environmental language.
11
12
13
INTRODUCTION
In this world of buyers market where the consumer gets
options just available at the doorstep in just millionth
part of a second, it is essential for any corporate to
focus
on
the
attributes
of
the
product
or
service
factors
several
techniques
and
several
Company offers
strategy.
The
enablers to build
company
is
putting
in
place
key
performance.
14
The first step towards this time calling strategy needs a clear
focus on the brand capabilities and the uniqueness in the
market. In addition to this the company must look at the
share of the market it caters to. The underlying vision is that
the credibility of the form can easily be predicted from the in
looks at the market. The tool is always regarded as one of the
best weapons any professional can have. The in-depth
knowledge of the market and the market forces leads to the
understanding of the changing scenario of the market namely
the buying patterns of the esteemed customers the style and
trend in the market the psychology of the customers the
competing and multinational brands and so on.
Thus a company like TVS Company LIMITED, which has
been doing business in the state of Orissa with almost a big
success needs to analyze the ever changing scenario of its
core business, i.e. TVS Two wheleer. This is because of the
competition due to the flourishing of giants like Hero Honda,
Bajaj, LML, Kinetic , Yamaha .
Thus it has become essential for every company in this region
to study on the current market scenario of the two wheeler
market of Orissa , especially in this advertising conscious
region of the state via the effectiveness of advertising
campaigns.
Since
competition
consumers/
intensifies
retailers
tend
to
and
brands
differentiate
proliferate
between
15
competitors.
The
markets
through
diverse
and
competitive
market
for
Perception
is
subjective
governed
by
the
16
the
poor
road
infrastructure
and
the
meager
types
partially
Deregulated.
This
phase
saw
Japans
17
except
for
kinetic
Honda
which
chose
to
manufacture scooters.
The annual growth rate for the Two-wheeler industry
during this phase stood at 16.4% this phases extended
till the early nineties. And there was a decision during the
last part of this phase. That is 1992-93. The production of
scooters fell by a step 16% in 1991-92 and by 8% the
following year.
Phase-3:
This phase began in 1994 when sales started picking up.
The market saw a step increase in the demand . In 1995
the industry produced about one million scooters 6 lakh
motorcycles
and
lakh
mopeds.
The
motor
cycle
18
19
20
21
Introduction to Marketing:
Marketing is a comprehensive term and it includes all
resources and a set of activities necessary to direct and
facilitate the flow of goods services from producer to
consumer in the process of distribution.
Definition of Marketing:
According to phillip Kotler marketing is defined as a Social
and managerial process by which individuals and groups
obtain what they need and want through creating offering and
exchanging products of value with others.
So Marketing rests on the following core concepts needs
wants and demands values cost and satisfaction exchange
transactions and relationships market and marketing and
marketer.
b)
22
c)
planned
Marketing Covers;
I)
Seeking:
The purpose of seeking is to discover the customer and
customer needs.
II)
Matching :
Marketing as a matching process, customer demand has
to
match
with
organizational
resources
and
and
implemented
to
accomplish
the
twin
23
b)
c)
d)
24
Marketing Mix of
1.
Product planning
2.
Price structure,
3.
Promotional Programme
4.
Distribution system
2.
3.
4.
5.
6.
7.
8.
9.
25
10.
Decide
the
scheme
of
cauterization
for
presentation of results.
Field Work
1.
2.
2.
3.
4.
5.
6.
7.
Recommend
and
suggest
improvements
in
the
existing system.
Presentation
1.
Arrange
the
research
results
according
to
as
3.
26
27
COMPANY PROFILE
TVS MOTOR COMPANY LTD.
TVS Motor Co. Ltd earlier known as TVS Suzuki Ltd. Was
started in the year of 1979 under sundaram clayton ltd. For
manufacturing the ungeared mopeds. The first plant was
established in 1979 at house. In 1987 Indian motorcycles Pvt
Ltd was incorporated for manufacturing of Motorcycles in
collaboration with M/s Suzuki Motor Corporation of Japan.
The company was converted into public Ltd. Company and the
name was changed to Ind-Suzuki motorcycle Ltd. The
company started production of Motorcycles in September
1984.
The mopeds and motorcycle division were merged to form
TVS-Suzuki Ltd. Became the second largest Two Wheeler
Company in India and also the fastest in terms of market
share.
It Launched TVS Scooty the new generation scooter in 1994.
Launched Fiero in 1999 which went on to become no.1 in the
upper end premium segment bikes.
In Nov 2001 TVS and Suzuki ended their joint collaboration
and the company was named was TVS MOTOR Company Ltd.
28
1919:
distribution
29
of
these
products
firmly
of
petrol
was
overcome
by
the
1960:
1979:
company.
The
company
began
30
high
performance
fuel
efficient
motorcycles.
1979-80:
1982:
to
manufacture
motorcycles
in
Motorcycles
Ltd,
Which
was
later
199-94:
Scooty,
Samurai,
Shogun
and
Max100.
1993:
31
1982:
1984:
1986:
1992-93:
1994:
1995-96:
1996-97:
32
1997-98:
TVS-Suzuki
Indias
first
catalytic
converter
enabled
33
34
35
36
37
Industry Structure
The Indian two-wheelers industry can be broadly classified as
scooters motorcycles and mopeds. The domestic two-wheeler
sales of 3.4mn in FY 1999 is constituted by these segments as
shown below:
YEAR
SCOOTER
MOTORCYCLE
MOPED
TOTAL
1992
769,955
428118
408022
1606095
1993
709725
379060
414567
1503352
1994
840173
472582
457471
1770226
1995
1033524
652012
523700
2209236
1996
1223425
809527
627079
26660031
1997
1031051
978,689
68.756
2078496
1998
1262699
131314
648842
2042855
1999
1325868
1395657
681902
3403427
2000
1252969
1796734
726075
3775778
2001
1523453
1823925
850090
4197468
2002
1659654
1920960
900,110
4480724
In
the
last
seven
years
the
domestic
two-wheeler
38
scooters
make
their
presence
felt
in
the
SCOOTER
MOTORCYCLE
MOPED
1993
47.2
25.2
27.6
1994
47.5
26.7
25.8
1995
46.8
29.5
23.7
1996
46.0
30.4
23.6
1997
43.9
33.0
23.1
1998
41.5
37.2
21.3
1999
39.0
41.0
20.0
2000
33.2
47.6
19.2
39
MAJOR PLAYERS IN
TWO-WHEELER INDUSTRY
LML
Hero Honda
Yamaha
Honda
Geared Scooter
Ungeared Scooter
Moped
Step-through
40
The
following
are
the
products
of
the
following
Kinetic
Bajaj
TVS
Yamaha
CD100
BOSS
BOXERAT
MAX100
CRUX
CD100SS
BOXERAR
MAXDLX
DAWN
BOXERCT
MAX R
Kinetic
Bajaj
TVS
LML
Yamaha
Splender
Challenge
r
Victor
VECTOR
FRE
EDO
M
YBX
Calliber
CENTRA
Passion
Freedom
BOSS
Aspire
Libero
Kinetic Bajaj
Pulsar
Eleminator
41
TVS
Yamaha
Fiero
Entier
VECTOR
2001-2002
Model
Segment
Annual
Sal
2000-2001
Contribut
Annual
Contribut
ion
Sale
ion
e
BAL
6119
60170%
7656
8.75%
LML
2145
2.000%
3384
3.86%
TOTAL
8264
8%
111000
12.69%
BAL M/C
17331
18%
15336
17.53%
TVS
13126
13%
7572
8.65%
HH
35054
35%
26808
30.65%
YAMAHA
4024
4%
3360
3.84%
RAJDOOT
246
6%
468
0.05%
LML
908
1%
1460
1.69%
KINETIC
1100
1%
300
0.34%
ENFIELD
78
1%
96
0.11%
TOTAL
71867
80%
54600
62.43%
BALSCRT
514
1%
792
0.90%
TVS
4201
5%
3676
4.30%
KH
442
0%
1068
1.22%
KINETIC
580
1%
1644
1.88%
HERO
114
0%
108
12.00%
LML
80
312
35.00%
TOTAL
5931
7%
7680
8.78%
STEP-
BAJAJ
1664
2%
2532
2.89%
THRU
HH
625
1%
660
75.00%
SCOOTER
MOTOR
CYCLE
UGSCTR
42
MOPED
HERO
1612
2%
1844
2.10%
KINETIC
0%
252
28.00%
TOTAL
3908
4%
5328
6.09%
KINETIC
7826
7.690%
6744
7.7%
TVS
1313
1.320%
1992
2.27%
TOTAL
9139
9%
8736
8.81%
99109
100%
87444
100%
GRAND TOTAL
2000-2001
2001-2002
29424
32760
16308
21072
1680
7680
main
sub-segments
scooters,
motorcycles
and
43
Mopeds
These are the most basic, cheapest and simplest
available in the country today. All of them are powered
by a 50 cc two stroke engine, giving mileage between
55 - 70 kms per litre. They are light weight (55kg),
have a cruising speed of 40-45 kph, easy to ride as no
gears
and
cost
below
Rs.
20,000..They
are
which
makes
easier
road
handling
and
compartments
unless
44
basket
has
been
Scooters
If you are looking for a two-wheeler thats easy to
maintain and more importantly, light on the pocket, a
Scooter is the best choice. The advantages in a scooter
are the presence of a spare wheel & availability of
lockable storage space. The disadvantages are the
engines on one side, which makes for unsafe braking &
small wheels, which makes it less stable than a
motorbike on bad roads. Scooters are fast, reliable and
practical. Many sport automatic transmission and often
feature built in locks, disc brakes and plenty of storage.
There are some with four stroke engines as well. All
these scooters can do speeds of 80 kph and are equally
suitable for city traffic as well as long rides. Fuel
average is in the 40-45 kms per liter range and prices
vary from Rs.24,000/- 45,000/.
The
models
are
with
or
without
electric
start.
45
7.5
BHP
in
order
to
get
into
the
economy
Motorcycles
Before purchasing a motorcycle you should decide what
type of riding you would be doing, whether it is street
riding or off road riding or both on and off road riding.
Another important thing to be considered is the riding
experience. An experienced rider will be able to handle
a motorcycle with a larger engine and a higher
performance motorcycle. A person that is a beginner
could get seriously injured or even killed if he or she
tries to ride a high performance motorcycle. Pick a
46
are
incredible
important
on
motorcycle.
quality
and
how
long
they
will
last.
Most
47
STEP THRUS
Bikes in this category are essentially intended for cityriding, and for the occasional long distance trip if one is
up for it. They can be 2 to 4 stroke engine, giving
mileage between 55-70 km/liter and price ranging from
Rs. 15,000 to Rs. 40,000. Bikes in this category are
convenient for ladies wearing saris or long dresses. All
these bikes give excellent value for money, except that
none of them have a lockable dickey for carrying things.
Popular step-thru's available in India are Hero Honda
Street, Kinetic K-4 100, Bajaj M 80, Hero Puch etc.
48
Scooterettes
Also termed as mini scooters, are powered by two
stroke engines of size between 60 and 70 cc, give
around 55 km/liter and have a top speed of 65 kph. The
price range is between 16,000 - 30,000. All these bikes
also have excellent, large, invisible, lockable dickey
space under the seat, except Bajaj Sunny Zip. Scooters
such as TVS Scooty, Hero Winner, Bajaj Sunny Zip and
Bajaj SPIRIT, and LML trendy scooterettes fall in this
category.
Stroke vs 4-Stroke
Four stroke engines as they are more fuel efficient and
environment friendly. There are mechanical differences
between 2-stroke and 4-stroke engines. A 4-stroke
engine gets its oil from a sump while a 2-stroke needs
oil mixed with the fuel. If you own a 4-stroke you'll
need to change the oil at service intervals and only put
unleaded petrol in the tank, while a 2-stroke will
normally have a separate 2-stroke oil tank which should
be kept topped up at fuel stops. Most 50 cc bikes use 2stroke engines, because they are light and powerful.
The down side is that the oil/petrol mix results in a
slightly smoky burn, which is not too environmentally
friendly .
49
OTHER FEATURES
SAFETY:
Braking, road holding, balance, lights, suspension, are
some of the things that should be looked upon
seriously. Pay special attention to the Braking system in
a vehicle before going in for one. Instant locking of
wheels upon applying of brakes is not a good sign.
Brakes must act gradually rather than instantly. Choose
a more powerful engine, as it can get you out of any
difficult positions. Check out the Balance and Road
holding of the bike. If the bike proceeds without
wobbling or pulling to one side, for at least 40kms the
balance and road holding is good. Go in for a twowheeler with a longer wheelbase as it gives more
stability and is less prone to skidding. Here it is
interesting to note that bikes score over scooters in
terms
of
larger
wheelbase.
Weight
&
Ground
COMFORT:
Take the bikes you are planning to buy for a long ride.
Have a look at the seat dimensions, cushioning and
style. Make sure it is comfortable for you. Check if your
legs are comfortably resting on the footrests, the brakes
are within easy reach, the riding position comfortable,
50
Storage:
If you are going use your scooter for shopping or
carrying things frequently check for luggage space.
Scooters are well endowed in this department.
STARTING:
If you find Kick starting your scooter or bike a tiresome
task, go in for a two-wheeler that offers an, Auto-Start
option.
LIGHTS
AND
INSTRUMENTATION:
Make sure the headlight and taillight, the front and rear
brakes, the turn signals and the horn are working
properly before making a purchase. Note that you need
mirrors on both sides to survive in traffic.
BUDGET:
The only point left out now is the money aspect, about
which only you can decide. However, with the plethora
of bank schemes available, even that is not a major
51
barrier.
Each
and
every
vehicle
is
available
on
CHECKLIST:
Check out the manufacturers reputation before going in
for a vehicle. Is it a name that spells trust? If the
particular vehicle has encountered bad roads in the past
you should be more cautious when deciding on that
particular bike or scooter. Inquire about the Warranty
and after sales service. Any company that offers the
longest warranty period and maximum number of
services is the best choice. Make a note of the dealers
attitude towards you. How he treats you is an indication
of the services to follow: Read the owners manual
carefully and then use it. Clear any technical doubts you
may have at the dealers place before taking the
plunge.
Once the deal is done, make a list of all the features
and options agreed upon, including any "extras" the
salesperson may have thrown in to sweeten the deal.
Check for spare parts both in terms of availability and
price. Enquire whether the parts will be readily available
as and when required and the price you would have to
pay.
52
Service Network:
Apart from the above personal and vehicle factors,
service and spares is another very factor to consider.
This covers the strength of the dealership network and
spare parts prices of a particular brand in your town. In
order to gauge the availability of the spare parts, it will
be wise to ask a few people regarding the availability
and pricing of spare parts of that model.
Drive Safely:
Motorcycles, as you may well know, are very dangerous
vehicles. There are no air bags or seat belts to protect
you from an accident. Safety equipment should be worn
at all times while riding a motorcycle. Basic street safety
equipment includes a helmet, motorcycle boots, gloves,
and goggles or a face shield.
The helmet is the most important piece of safety
equipment.
It
provides
protection
for
the
most
53
must
meet
the
department
of
transportations
54
55
GLOSSARY
Air Filters/ Air Cleaner:
Even during low speed operation, the engine pulls in a
tremendous volume of air. This air has a great deal of
abrasive particles, which must be prevented from
entering the engine. The air cleaner traps the abrasive
particles before they can enter the engine.
Belts:
Many accessories including the alternator, fan and
coolant pump are operated by drive belts. If these belts
break or slip the components they drive will fail to work.
Brakes:
Drum brakes are cheap and easy to maintain. Disk
brakes are more powerful and are often used on more
powerful vehicles.
Brake Fluid:
There are two styles of master cylinder reservoirs. One
type has a wire bail holding the reservoir cover in place.
These master cylinders are typically made from cast
iron and the reservoir and cylinder are made as one
piece. Clean the top of the cover and the surrounding
56
area. Unsnap the bail and check the fluid level. You will
find a rubber diaphragm attached to the underside of
the cover. The diaphragm prevents dirt, water, or other
contamination from entering the fluid.
Carburetor:
The part of the engine that controls the engine speed.
This is done by controlling the amount of air and fuel.
The basic amount of fuel is normally controlled by the
needle valve.
Coolant:
Engines get hot in all kinds of weather. Engine coolants
keep them from overheating. To make sure that doesn't
happen, check the coolant level in your radiator every
time you check your oil. Like your oil, coolant should at
least be checked every 3,000 miles.
Clutch:
This drive train component is found between the engine
and the transmission (gears). It acts as a coupling
device which is used to engage and disengage the
transmission from the engine when shifting gears. It is
necessary to do this joining and detaching because the
engine is rotating and attempting to change the gear
could damage the gears and the compartment.
Cylinders:
57
Displacement:
The volume 'swept' by the piston of an engine as it
moves downward in its cylinder. The 'CC' of a vehicle is
the displacement in one stroke. If CC of an engine is
more, then the amount of A/F fuel sucked in will be
more; more power will be developed; but the mileage
(fuel consumption) will be affected
Electronic Mufflers:
In
an
electronic
muffler
system,
sensors
and
Ground Clearance:
This is the amount of space between the lower most
hanging part of your vehicle's undercarriage and the flat
ground. Higher ground clearance makes the it easy to
ride on uneven and potholed roads. It is desirable for
rural conditions.
58
Exhaust:
The muffler is an oval-shaped or cylindrical component
made from coated and aluminised steel or stainless
steel. Inlet and outlet pipes extend from the ends of the
muffler. Inside the muffler, the exhaust gas flows
through a series of perforated tubes.
used.
Lights
with
higher
wattage
are
brighter.
Headlight Replacement:
One of the most common lighting system repairs is
replacing the headlight. After a period of time the
filament may burn through or the lens may be broken.
Before the headlight is replaced, however, check the
condition of the fuse. If it is good, you may also want to
use a voltmeter to test the circuit.
Kerb Weight:
This
is
the
weight
of
the
vehicle
without
any
59
Payload:
This is the maximum weight that the vehicle is designed
to carry.
Strokes:
The term which refers to the up and down strokes of the
piston.
which
provide
one
60
power
stroke
for
ever
A four-stroke or four-cycle
Tachometer:
Device used to measure the rotational speed (e.g. of an
engine) in revolutions per minute (rpm).
Torque:
Turning force which is developed in the engine. It
depends upon the power developed in the cylinder, the
length of connecting rod & the crank radius
Tail Pipes:
The tail pipe carries the flow of exhaust from the muffler
to the rear of the vehicle. Some vehicles have an
integral resonator in the tail pipe. This resonator is
similar to a small muffler, and it provides additional
exhaust
silencing.
In
some
exhaust
Tyre Pressure:
61
systems,
the
The correct tyre pressure is printed on the sidewalls -or the outside, non-tread part -- of your tyres. It's also
listed in your manual, and is often listed on a sticker in
the glove compartment or on the door jam. The
pressure is listed in pounds per square inch, or PSI.
Transmission:
The basic work of transmission ("gears") is to convert
the high RPM, low-torque power of the engine into a
lower-speed, higher-torque output, which ultimately
drive the wheels. The possible different gear ratios
("first gear", "fourth gear") let you have different torque
as needed along the ride. Lower gears allow fast
acceleration, higher gears provide better fuel mileage.
Transmissions are basically divide into two categories:
Manual and Automatic. Manual transmission uses a
system of gears to create the high torque output. A
clutch is used to disengage the transmission from the
engine
when
transmission,
shifting
the
shifting
gears.
is
In
automatic
accomplished
by
Transmission Fluid:
A lubricant that is splashed throughout the transmission
by
the
moving
gears
lubricates
the
manual
62
Turning Radius:
A tighter turning radius, makes the vehicle easy to
manoeuvre. This is useful especially in cramped spaces
such as parking lots and narrow streets.
Washer Fluid:
The windshield washer system must have enough
windshield washer fluid to properly clean the windshield.
Anytime you service the windshield wipers or are under
the hood, inspect and refill any lost windshield wiper
fluid.
63
TVS PRODUCTS
TVS Suzuki 50 XL
49.9 cc, 2stroke, Moped
Frame
Start Type
Fuel Tank
Manual engagement
3.25 litres (includes 0.75 litres
reserve)
Engine
Type
Stroke
Two (2)
Cylinders
Displacement
49.9 cc
Max Power
64
Max Torque
Max Speed
Around 42 Km/hr.
Bore x Stroke
38.9 x 42.0 mm mm
Carburettor
Lubrication
Compression Ratio
8.3:1
Brakes
Front
Rear
Electricals
Ignition
Head Lamp
Tail Light
6V-3W 12V 5W
Horn
6V-AC
Battery
12V 5 AH
Dimensions / Weight
Dimension (LxHxW)
Wheelbase (mm)
1185 mm 1208mm
Transmission
Clutch
Transmission
Suspension
Front
Rear
Wheels / Tyres
Tyre Size
65
Start Type
Type
Stroke
Two (2)
Cylinders
Displacement
49.9 cc
66
Fuel Consumption
Start Type
Primary Kick
Type
Stroke
Two (2)
Displacement
98.2 cc
Gear Type
67
Stroke
Two (2)
Displacement
98.2 cc
Gear Type
68
69
Start Type
Type
Stroke
Two (2)
Cylinders
Displacement
59.9 cc
70
a
Start Type
Primary Kick
Type
Stroke
Two (2)
Displacement
108.2 cc
Gear Type
71
Start Type
Primary Kick
Type
Stroke
Two (2)
Displacement
108.2 cc
Gear Type
72
It will be useful to start this section with the market for two
wheeler. While the two-wheeler market
has grown at
has
historical
selling
points
of
ruggedness
fuel
our
share
in
an
explosively
growing
highly
73
ranging
between
1.4
million
and
1.5
million
74
75
marketing
of the
Vector models
which
Operations
Research and Development:
With rapid changes in customer preferences and shorter
product life cycles the ability to consistently develop and
market top class products will become a key differentiator
between manufacturers who win and those who do not. In
this race TVS Suzuki Ltd. is convinced of the need to develop
world
class
in
house
engine
and
product
research
76
product
development three
focus
areas
are
being
developed:
Engine research , development and testing
Product development and testing
Product styling
In 2002-03 we embarked on the creating of two new centres
at the Akurdi complex one which will house the engine
group and the other for the product development group. The
Research and Development Centre provides a completely
offices engine design testing and prototyping facilities. The
second centre includes a world class vehicle testing area and
supplements the existing space for the product development
teams.
We propose to significantly enhance the styling studio in the
coming years. In 2002-03 TVS Suzuki Ltd. spent Rs. 55
million as capital expenditure on Research and Development.
To build the above centres TVS Suzuki Ltd. set aside a further
capital investment of Rs. 76 million which will be spent over
the next year. This is in addition to investments already
earmarked for other Research and Development initiatives in
the next year.
TVS Suzuki Ltd. commitment to in house
Research and
77
Employment
To be competitive in todays business environment requires
flat lean and decentralized organisation that facilitate fast
decision-making. Over the past few years TVS Suzuki Ltd. has
transformed
from
being
an
employers
of
over
11,000
78
of
leadership
competencies
using
Grid
79
exercise
on
single
centrally
located
80
Dealers;
TVS Suzuki Ltd. has a network of 242 dealers and over 1100
authorized service centre. To widen its presence and get
closer to customers new dealers are proposed to be added in
the current year which should take the total dealer network to
around 500 by the end of 2003-04. A large number of these
new dealerships will be in semi-urban and rural locations.
Companys
R&D
facility
supplemented
by
foreign
81
in
collaboration
with
Swizerland
Heavy
82
83
84
Main Body
CONSUMER ?
The term Consumer is often used to describe two different
kinds of consuming entities the personal consumer and the
organizational consumer.
The Personal consumer buys goods or services for his or
her own use (e.g. toothpaste or soap), for the use of
households (a television) or as a gift for a friend (a
purse). In each of these contexts, individuals who are
referred to as end-users or ultimate consumers buy the
goods for final use.
The second category of consumer the organizational
consumer includes profit and not for profit businesses
government agencies (local state and national) and
institutions (e.g. colleges etc) all of which must buy
products equipment and services in order to run their
organizations. Manufacturing companies must buy the
raw
materials
manufacture
and
other
and sell
components
their own
needed
products;
to
service
their
agencies
institutions
must
buy
the
85
CUSTOMER SATISFACTION
The extent to which a products perceived performance
matches
buyers
expectations.
Thus
consumers
form
and make
experience
various
degrees
of
satisfaction.
If
act as a spokesperson
Products
are
developed
to
meet
consumer
requirements.
86
to understand
ensure
consumer
satisfaction
in
todays
competitive
Satisfaction
performance
in
depends
delivering
on
value
products
relative
perceived
to
buyers
expectations
the
buyers
is
dissatisfied.
If
87
many
management
companies
(TQM)
have
adopted
programs,
designed
total
to
quality
constantly
Quality
has
direct
impact
on
product
88
Initiatives
must
produce
conceptual
benefits.
either
Distinguish
measurable
between
the
or
two
benefits types.
for
each
level
of
management.
Keep
89
Responsiveness
Thoroughness
Creativity
Responsiveness
Thoroughness
Creativity
90
ATTITUDE:
As consumers each of us has a vast number of attitudes
toward products services advertisements direct mail and
retailers. Whenever we are asked whether we like or dislike a
product a service a particular retailer a specific direct
marketer, or an advertising theme we are being asked to
express out attitudes.
Within the context of consumer behaviour an appreciation of
prevailing attitudes has considerable strategic merit. For
instance there has been very rapid growth in the sales of
natural
ingredient
bath
body
and
cosmetic
products
91
FACETS :
As the opening paragraph of this chapter implies attitudes are
an expression of inner feeling that reflect whether a person is
favorably or unfavorably predisposed to some object .
Because they are an outcome of psychological processes,
attitudes are not directly observable
inferences
from
behaviour.
For
example
if
92
OF
Growth
path
Market
penetration
Market
93
fight be
based?
It is the marketing strategy that realizes the units income and
profits :
94
2.
95
96
97
98
M EASUREMENT
IN
R ESEARCH
measuring
such
things
as
social
For
conformity,
99
In measuring, we devise
some form of scale in the range (in terms of set theory, range
may refer to some set) and then transform or map the
properties of objects from the domain (in terms of set theory,
domain may refer to some other set) onto this scale.
When in addition to setting up inequalities and forming
differences we can also form quotients (i.e., when we can
perform all the customary operations of mathematics), we
refer to such data as ratio data.
height,
money
amounts,
weight,
volume,
area,
pressures etc.
The
above
stated
distinction
between
nominal,
ordinal,
data
can
be
measured
in
units
which
are
100
Measurement Scales
From what has been stated above, we can write that scales of
measurement
can
be
considered
in
terms
of
their
The usual
One cannot do
101
is employed.
scale
measurement.
is
the
least
powerful
level
of
ex-post-facto
102
For
The statement
Ordinal
the
scale
than
another,
but
more
precise
103
The
As such more
measure
of
dispersion.
Product
moment
104
scales
have
measurement.
an
absolute
or
true
zero
of
The
script represent
are
usable
with
scales
and
all
be
carried
out with
ratio scale
values.
105
If the
(a)
Respondent:
At times the respondent may be reluctant to express
strong negative feelings or it is just possible that he
may have very little knowledge but may not admit his
106
ignorance.
interview of guesses.
Situation:
Situational factors may also come in the way of correct
measurement. Any condition which places a strain on
interview can have serious effects on the interviewerrespondent rapport.
being
present.
If
the
respondent
feels
that
Measurer:
The interviewer can distort responses by rewording or
reordering questions.
His
behaviour
Instrument:
Error may arise because of the defective measuring
instrument.
comprehension
of
the
107
respondent,
ambiguous
in
measurement
errors.
Another
type
of
He
practicality.
In
fact,
these
are
the
three
major
accuracy
and
procedure.Practicality
precision
of
measurement
Test of Validity
108
(ii)
109
The concerned
reliable
criterion
is
stable
or
reproducible.
Availability:
The
information
specified
by
the
(i)
Predictive Validity:
The former refers to the usefulness of a test in
predicting some future performance whereas the latter
refers to the usefulness of a test in closely relating to
other measures of known validity.
Criterion-related
110
Construct Validity:
It is the most complex and abstract. A measure is said
to possess construct validity to the degree that it
confirms to predicted correlations with other theoretical
propositions.
scores
on
explanatory
test
can
constructs
be
of
accounted
a
sound
for
by
theory.
the
For
If the above stated criteria and tests are met with, we may
state that our measuring instrument is valid and will result in
correct measurement otherwise we shall have to look for
more information and/or resort to exercise of judgement.
2.
Test of Reliability
The test of reliability is another important test of sound
measurement. A measuring instrument is reliable if it
provides
consistent
results.
Reliable
measuring
111
For
instrument
is
easier
to
assess
reliability
in
with
securing
consistent
results
with
We usually
determine the
error
get
introduced
by
different
Reliability can be
external
sources
of
variation
such
as
112
(ii)
3.
Test of Practicality
The practicality characteristic of a measuring instrument
can be judged in terms of economy, convenience and
interpretability. From the operational point of view, the
measuring instrument ought to be practical i,e., it
should be economical, convenient and interpretable.
Economy consideration suggests that some trade-off is
needed between the ideal research project and that
which the budget can afford. The length of measuring
instrument
is
an
important
area
where
economic
Similarly,
Convenience test
to
proper
layout
of
the
measuring
113
these
features.
specially
Interpretability
consideration
when
other
important
persons
is
than
the
The
Concept development:
(b)
Formation of index.
the
fundamental
concepts
established.
114
are
often
already
in the first
115
Scaling
In research we quite often face measurement problem
(since we want a valid measurement but may not obtain
it ), specially when the concepts to be measured are
complex and abstract and we do not possess the
standardized measurement tools. Alternatively, we can
say that while measuring attitudes and opinions, we
face the problem of their valid measurement.
Meaning of Scaling
Scaling describes the procedures of assigning numbers
to various degrees of opinion, attitude and other
concepts. This can be done in two ways viz., (i) making
a judgement about some characteristic of an individual
and then placing him directly on a scale that has been
defined
in
terms
of
that
116
characteristic
and
(ii)
These scale-point
higher
degree
in
terms
of
given
and
so
on.
Numbers
for
measuring
the
of
numbers
to
the
properties
in
question.
number
assigning
procedures
or
the
scaling
117
separately.
(a)
Subject Orientation:
designed
to
measure
of
the
In
we
presume
that
the
between-respondent
Categorical
118
The
Degree of Subjectivity:
data
may
be
based
on
we
measure
Ratio scales
119
main
techniques
by
which
scales
can
be
developed.
1.
This is the
the
topic
area
and
unambiguous
in
implication.
3.
After
analyzed
to
determine
which
items
120
Cumulative
scales:
Cumulative
scale
are
of
position
endorsement
an
item
should
of all
representing
also
items
result
indicating
in
an
the
a less
extreme position.
(5) Factor scales:
common
factor
accounts
for
the
measured
through
factor
analysis
method.
Rating Scales:
The rating scale involves qualitative description of a limited
number of aspects of a thing or of traits of a person. When
we use rating scales (or categorical scales), we judge an
object in absolute terms against some specified criteria i.e.,
121
excellentgoodaveragebelow
averagepoor,
alwaysoftenoccasionallyrarelynever,
and
so
on.
provide
an
opportunity
for
greater
sensitivity
of
measurement.
Rating scale may be either a graphic rating scale or an
itemized rating scale.
(i) The graphic rating scale is quite simple and is
commonly used in practice.
Scale-points with
The
122
analysis.
much
and
some
what
may
depend
upon
selects
evaluation.
one
These
as
best
statements
reflecting
are
his
ordered
(2)
(3)
(4)
123
(5)
If the
This
124
Ranking Scales:
Under ranking scales (or comparative scales) we make
relative judgments against other similar objects.
The
But when
n (n-1)
2
where
N = number of judgements
125
at
about
equal
intervals
and
then
If this is true, we
easier.
The
method
is
known
as
the
The committee
126
For
To secure a
127
attitude
or
belief
of
an
individual
is
known
as
the
respondent
expresses
his
Under this
agreement
or
related
to
the
attitude
being
measured.
2 That
the
statements
discriminate
not
attitude
also
but
need
merely
among
be
such
between
that
they
extremes
individuals
who
of
differ
slightly.
Researchers must as well be aware that inferring attitude
from what has been recorded in opinionnaires has several
limitations.
128
of attitude.
all
these
sociologists
have
limitations
in
developed
mind,
several
psychologists
scale
and
construction
of
items.
The
researcher
first
collects
few
They
129
The
researcher
gathers
large
number
of
130
In case of market
(e)
is
taken.
The
statements
so
selected,
131
random order of scale value. If the values are valid and if the
opinionnaire deals with only one attitude dimension, the
typical respondent will choose one or several continuous items
(in terms of scale values) to reflect his views.
However, at
opine
that
some
other
scale
designs
give
more
132
The
respondent
indicates
his
agreement
is
given
numerical
score,
or
Each
indicating
its
In
In a Likert
At one
133
If the
and
unfavourable
statements
is
approximately equal.
(ii) After the statements have been gathered, a trial test
should be administered to a number o subjects.
134
In
way
that
response
indicative
of
the
most
135
(vi)
(b)
(d)
Likert-type scale can easily be used in respondentcentred and stimulus-centred studies i.e., through it
we can study how responses differ between people
and how respons3es differ between stimuli.
(e)
136
The
qualifying situations.
This particular
137
Cumulative
Scales:
Cumulative
scales
or
Louis
138
(b)
final
scale
should
involve
relatively
more
139
140
141
METHODS
OF
D ATA COLLECTION
1.
PRIMARY DATA:
Those data, which are collected at first hand, either by
2.
SOURCES
OF
SECONDARY DATA:
142
SYNDICATED SERVICES:
These are provided by certain organizations which
collect and tabulate marketing information on a containing
basis. Syndicated services are normally designed to suit the
requirements of many individuals or firms. Such services are
particularly useful in the spheres of TV viewing magazine
readership and the movement of consumer goods through
retail outlets. Organizations providing syndicated services
may also engage themselves in other types of research work
for their clients. In India some agencies are engaged in
syndicated services a brief discussion of which are given
below;
1.
143
Prescription Audit
Advertisement Audit
2.
Media Research
Panel
Research
Perhaps
the
most
b)
Market segmentations
c)
Monitoring
the
performance
of
new
product
launches
d)
EVALUATION
OF
SECONDARY DATA:
144
2.
Cost of acquisition
3.
Accuracy of data
b)
c)
COLLECTION
OF
PRIMARY DATA:
145
OBSERVATION:
This is one of the methods of collecting data. It is used to get
both past and current information for example instead of
asking respondents about their current behaviors; one may
observe the results of such behaviour. In a way secondary
data reflects the results of the behaviour. In a way secondary
data reflects the results of the behaviour of people as also of
past occurrences.
In marketing research the observational method is not used
frequently. All the same as it is especially in marketing
experimentation, a brief discussion is provided here. Some of
the examples indicating the uses of observation are given
below:
1.
146
3.
with
interviewing
147
the
respondents
METHODS
OF
OBSERVATION:
1.
STRUCTURED-UNSTRUCTURED OBSERVATION:
Structured observation is used when the research
given
simple
form
to
record
their
observations.
2.
shoppers
who
are
being
observed.
This
type
of
148
3.
OBSERVATION
UNDER
NATURAL
SETTING-
LABORATORY SETTING:
Another way to classify observation is on the basis of
their setting, i.e. natural or laboratory. Observations in field
studies are in their natural setting and are therefore,
undertaken in extremely realistic conditions. Sometimes an
experimental manipulation may be introduced in a field study.
Observation in a laboratory setting on the other hand enables
the observer to control extraneous variables, which influence
the behaviour of people. Observational studies in Laboratory
setting have certain advantages over field studies. They
enable the collection of data promptly and economically and in
addition permit the use of more objective measurements.
4.
DIRECT-INDIRECT OBSERVATION:
In the case of direct observation the event or the
observation
behaviour itself is
observed.
An
implies
that
some
observer
engaged
in
record
of
its effects
indirect
past
are
observation
149
5.
HUMAN-MECHANICAL OBSERVATION:
Another way of classifying observation is whether they
MANAGING
THE
FIELD WORK :
150
Pre-testing
2.
Simplifying procedures
3.
4.
5.
Supervision
6.
Control
of a
151
INTERVIEWER RECRUITMENT
AND
The
in
data-collection
process
SELECTION :
which
interviewers
are
significant
compromised
concern.
by
Data
incurrent
quality
recording
can
of
be
severely
responses,
152
interviewer
selection
process.
Some
of
the
1.
EDUCATION:
Interviewers must have reasonably good reading and
writing skills . A majority of field service organization
require a high school education and many now require
or prefer Interviewers to have some college experience.
2.
GENDER:
In most cases woman are recruited for Interviewing
positions. Men are successful as interviewers, but their
participation is not as great as that woman. One
explanation for this is that Interviewing is an occupation
that often calls for part-time or sporadic work and that
seems to satisfy the preference of many woman.
3.
VOICE QUALITY:
The voice of the Interviewer must be such that it is free
of any heavy ascents harshness or features that could
be irritating or could make it difficult to understand or
listen to comfortable over a period of time to conduct
the interview.
153
4.
EXPERIENCE:
An advantage of hiring experienced Interviewers is that
they are likely to do a better job : at following
instructions obtaining respondent cooperation, being
able to record accurately and guiding respondents
through the interview in a smooth and flowing manner.
Therefore additional training will increase their skills
making them a more effective interviewer. However
many research organizations prefer Interviewers who
have had no previous training or experience for they
want to train their Interviewers to use their own
procedures and standards.
5.
ETHNICITY:
For most surveys topics a research should send the
most
capable
However,
Interviewer,
regardless
of
ethnicity.
154
BASIC
METHODS
TO
TEACH
provide
complete
written
description
of
There
is
an
overwhelming
amount
of
3.
Role-playing
is
becoming
as
integral
part
of
155
with
the
actual
procedures
from
156
trained for less than a day produce more survey errors than
do those trained for a longer period of time.
It is also recommended that no training session last longer
than two-and one half to three hours. If session go beyond
this time frame fatigue will set in summary, training sessions
should cover every
SUPERVISION:
Interviewers should be under a field supervisor whose duties
would include
1)
2)
3)
4)
Editing
the
questionnaires
turned
in
before
supervisor
interviewers
should
working
in
maintain
regular
dispersed
locations
contact
and
with
handle
157
COSTS:
RESPONSE RATES:
encountered
with
can
an
listen
by
the
inordinate
to
the
interviewer.
To
number
refusals
of
introduction
used
help
by
an
the
the
158
QUALITY
OF
DATA:
The
supervisor
should
sample
QUALITY
about
OF
the
INTERVIEWING:
way
the
To
interviewer
obtain
obtained
information
the
data
the
supervisor
must
directly
observe
the
interviewing
159
understood,
(2)
determining
whether
the
reported
160
elements
in
balanced
manner
make
good
questionnaire:
The questions must be relevant to subject matter and
the set of the questions must able to cover the topic of
research.
The questions should not be indicative specific answers
i.e. the biasness to be avoided.
Lengthy & difficulty questions would loose customer
attention and hence short and easy questions to be
posed.
Each and every question should try to create interest in
the minds and respondents should feel the importance
of questions asked and then he is likely to give answers
seriously.
161
Table - 1
Revises the classification of the respondents based in
Income Per Month :
Monthly Income
in Rs.
No. of
Respondents
% percentage
Below 3,000/-
Below 5000/-
35
34
Below 10,000/-
50
50
More
10000/-
10
10
100
100
than
Total
50
50
45
35
40
35
30
25
20
10
15
10
5
0
Below 3,000/-
Below 5000/-
Below 10,000/-
Inference :
162
Table - 2
No. of
Respondents
% percentage
From TV
39
39
From Newspaper
/ Print Media
16
16
From Friend
33
33
100
100
Response
Any other
Total
Any other
8%
From TV
41%
From Friend
34%
From New spaper /
Print Media
17%
Inference :
163
Table - 3
No. of
Respondents
% percentage
YES
60
60
NO
40
40
100
100
Response
Total
Inference :
yes
no
164
Table - 4
Sources of advertisement of TVS Suzuki Motorcycle
No. of
Respondents
% percentage
TV
32
32
Newspaper
18
18
Magazine
15
15
Hoarding /
Banners
26
26
Any other
100
100
Response
Total
Inference :
rd
i
ng
/B
165
O
th
er
an
ne
r
pe
r
Pa
Ho
a
az
in
e
M
ag
TV
Series1
Table - 5
Effectiveness of Advertising of TVS Suzuki Motorcycle
No. of
Respondents
% percentage
Highly
52
52
Effective
38
38
Poor
Ineffective
100
100
Effectiveness
Total
Inference :
From the above table we conclude that the sources
60
50
40
30
Series1
20
10
0
Highly
Effective
Poor
Ineffective
166
Table - 6
Impact of the advertisement of TVS Suzuki Motorcycle on
its sales
Impact of
Advertisement
No. of
Respondents
% percentage
YES
70
70
NO
30
30
100
100
Total
Inference :
NO
30%
YES
70%
167
Table - 7
Method
of
publishing
as
adopted
by
TVS
Suzuki
Motorcycle
Publishing
Method
No. of
Respondents
% percentage
YES
40
40
NO
60
60
100
100
Total
70
60
60
50
40
40
Series1
30
20
10
0
Yes
No
168
Table - 8
Attribute behind the selling of TVS Suzuki Motorcycle :
Attribute TVS
Suzuki
Motorcycle
No. of
Respondents
% percentage
Looks
24
24
Style
51
51
Varity
10
10
Other
Total
100
100
Brand Name
Inference :
From the above table we get that the attribute behind the
selling of TVS Suzuki Motorcycle 24% selling for Looks, 51
selling for Style, 7% selling for Varity, 10 selling for Brand
name & 3% selling for any other reason .
60
51
50
40
30
Series1
24
20
10
10
0
Looks
Style
Varity
169
Brand
Name
Other
Table - 9
Plus point of TVS Suzuki Motorcycle on selling
No. of
Respondents
1
23
Plus Point
Millage
Power
Safety & Power
break
Style
Other
Total
% percentage
1
23
52
52
20
4
100
20
4
100
Inference :
From the above table we get that the Plus point of TVS Suzuki
Motorcycle 1% is millage, 23% in Power, 52% in Safety &
power break, 20% Style & 4% in others.
60
52
50
40
30
Series1
23
20
20
10
1
0
Millage
Power
Safety &
Breake
170
Style
Other
Table - 10
After the sale service of TVS Suzuki Motorcycle
After Sale
Service
No. of
Respondents
% percentage
Very
Satisfactory
32
32
Satisfactory
43
43
Reasonable
20
20
100
100
Poor
Total
50
45
40
35
30
25
20
15
10
5
0
43
32
171
or
Po
Re
as
on
ab
le
ry
tis
fa
ct
o
Sa
at
is
fa
c
to
ry
Ve
ry
s
Series1
20
Table - 11
Mode of Payment is most suitable for a two wheeler ?
No. of
Respondents
% percentage
Direct
62
62
Indirect
38
38
100
100
Mode of Payment
Total
Inference :
38
Direct
Indirect
62
172
Table - 12
Balance between the advertisement and the actual
performance.
No. of
Respondents
% percentage
Maximum
48
48
Minimum
42
42
No
10
10
100
100
Balance
Total
Inference :
From the above table we get that the balance between the
advertisement
and
the
actual
performance
is
48%
10
48
42
173
Maximum
Minimum
No Balance
of
Table : 13
Parameter
Total
Rank
Power
70
120
125
20
14.60
10th
Pick up
84
138
130
32
18
15.78
9th
Style
84
90
140
40
15
14.07
12th
Driving
Comfort
56
120
75
60
14.25
11th
Fuel
Economy
175
150
60
24
45
16.85
5th
Durability
182
120
75
28
30
17.03
4th
Reliability
140
132
60
40
27
15.96
8th
Brand name
210
150
100
12
17.75
2nd
Cheaper
Spare parts
140
150
125
80
12
16.64
6th
Price
126
72
150
40
30
16
7th
Company
name
210
192
50
48
15
18.96
1st
Maintenance
175
120
125
32
17.6
3rd
Suspension
14
120
60
40
45
11.64
13th
174
Table : 14
Customers are given reasons about comfort as compared to
Bike / Scooter:
Responses
No of
Respondents
Percentage
Light Vehicle
32
32
Good Pick up
30
30
Less Maintenance
23
23
Cheaper Spare
parts
No Idea
10
10
100
100
Total
Inference:
175
ck
up
176
No
id
ea
nt
en
he
an
ap
ce
er
sp
ar
e
pa
rts
m
ai
pi
eh
ic
le
r
32
Le
ss
ht
V
G
oo
Li
g
35
30
25
20
15
10
5
0
30
23
10
5
Series1
Table : 15
Customers are the discomfort reasons as compared to Bike /
Scooter:
Responses
No of
Respondents
Percentage
More fuel
consumption
25
25
No stepin facility
35
35
Less durability
12
12
Less Reliability
No Idea
25
25
100
100
Total
Inference:
from the above table we find that 25% of respondents
are saying their vehicle is more fule than bike / scooter,
35% of respondents are saying their vehicle is having no
stepin facility, 12% of respondents are saying their
vehicle is having less durability, 3% respondents are
saying their vehicle is having less reliability, 25%
respondents are saying their vehicle is having no idea .
177
Le
ss
Le
ss
St
ep
in
fu
el
No
Id
ea
re
lia
bi
lity
du
ra
bi
lity
No
M
or
e
40
35
30
25
20
15
10
5
0
35
25
25
12
Series1
178
Table : 16
Customers are the interested to purchase the following
vehicle:
Responses
4s geared scooter
Ungeared scooter (2s & 4s)
Entery level bike
Executive level bike
Premium level bike
Step through
Moped
Total
No of
Respondents
5
21
31
10
2
10
21
100
Percentage
5
21
31
10
2
10
21
100
35
31
30
25
21
21
20
15
10
10
10
5
5
2
0
4s geared
scooter
Ungeared
Entery level bike Executive level
scooter (2s &
bike
4s)
179
Premiumlevel
bike
Step through
M oped
180
C ONCLUSION
181
182
R ECOMMENDATION
183
184
B IBLIOGRAPHY
Books:
1.
Marketing Management.
Kotler Philip
2.
Research Methodology
Kothari C.R.
3.
Production Management
Majumdar Ramanujam
in India PHI
4.
Websites:
http://www.tvssuzuki.com
185
186
QUESTIONNAIRE
>3000
ii)
<10000
>5000
iii)
>10000
2.
II) No (
3.
a)
From TV
b)
c)
From Friends
d)
Others
( )
4.
) ii) No (
Television
b)
Magazine
c)
Newspaper
d)
e)
Any other
187
5.
6.
a)
Highly effective
b)
Effective
c)
Poor
d)
Ineffective
Do
you
think
the
advertisement
of
TVS
Suzuki
b) No
8.
Yes (
b) No
9.
a)
( )
b)
c)
( )
d)
Any other
( )
Looks
b)
Style
c)
Varity
d)
Brand name
e)
Any other
188
10.
What are the plus point TVS Suzuki Motorcycle over its
close competitors ?
11.
a)
Millage
b)
Power
c)
d)
Style
e)
Any other
12.
a) ..
b)
c) ..
d)
e) .
How do you find the after sale service
(
(
(
(
(
of
)
)
)
)
)
TVS Suzuki
Motorcycle ?
13.
a)
Very Satisfactory
b)
Satisfactory
c)
Reasonable
d)
Poor
14.
a)
Direct Payment
b)
Installment
Maximum Balance
b)
Minimum Balance
c)
No Balance
189