A PROJECT REPORT ON

CONSUMER OPINION TOWARDS

TWO WHEELER TYRES WITH SPECIAL

REFERENCE TO MRF TYRES
(A STUDY IN VENUS WHEELS)

PROJECT REPORT
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTFOR THE AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Submitted BY

R. SATYANARAYANA
HT.No. 09098-C-1026
Under the guidance of
Sri V.V. NARSI REDDY
M.B.A., M.Phil., (P.hD)

DEPARTMENT OF MANAGEMENT STUDIES

KAVITHA MEMORIAL P.G. COLLEGE

(Affiliated to Kakatiya University, Warangal, A.P.)

KHAMMAM 2008 2010.

KAVITHA MEMORIAL POST- GRADUATE COLLEGE

(Recognized by Govt of A.P, Affiliated to kakatiya university and
approved by AICTE, New Delhi.)
N.S.T Road,Nehru Nagar, KHAMMAM-507002.A.P.

CERTIFICATE

This is to certify that Mr. R. Satyanarayana, S/o. Atchaiah

bearing Hall Ticket No. 09098-C-1026, a student of our college,
studying M.B.A. final year has successfully completed his project
work entitled CONSUMER OPINION TOWARDS TWO WHEELER
TYRES WITH SPECIAL REFERENCE TO MRF TYRES

This project is submitted in partial fulfillment of the

requirement for the award of MASTERS DEGREE IN BUSINESS
ADMINISTRATION

(PRINCIPAL)

V.V. Narsi Reddy, M.BA, M.Phil., (Ph.D)

Lecturer in Commerce &
Business Management

Head Department of Commerce &

Business Management
Kavitha Memorial PG College
Khammam 507002

CERTIFICATE
This is to certify that Mr. R. Satyanarayana, S/o. Atchaiah
bearing Hall Ticket No. 09098-C-1026, a student of our college,
studying M.B.A. final year has successfully completed his project
work entitled CONSUMER OPINION TOWARDS TWO WHEELER
TYRES WITH SPECIAL REFERENCE TO MRF TYRES

This is a record of bonafide work done by him under my guidance

and supervision.

V.V. Narsi Reddy

HEAD OF THE DEPARTMENT.

V.V. Narsi Reddy, M.BA, M.Phil., (Ph.D)

Lecturer in Commerce &
Business Management

Head Department of Commerce &

Business Management
Kavitha Memorial PG College
Khammam 507002

CERTIFICATE
This is to certify that Mr. R. Satyanarayana, S/o. Atchaiah
bearing Hall Ticket No. 09098-C-1026, a student of our college,
studying M.B.A. final year has successfully completed his project
work entitled CONSUMER OPINION TOWARDS TWO WHEELER
TYRES WITH SPECIAL REFERENCE TO MRF TYRES

This is a record of bonafide work done by him under my guidance

and supervision.

V.V. Narsi Reddy

HEAD OF THE DEPARTMENT.

ACKNOWLEDGEMENT
I would like to express my gratitude to Mr. N. Satyanarayana,
Manager of VENUS WHEELS, Authorised Dealer for MRF Tyres
KHAMMAM for giving me an opportunity to do this project work.
I am thankful to my project guide and Head of the
Department Sri V.V. Narsi Reddy sir for giving his humble
guidance to me to complete the project in an effective manner.
I am deeply indebted to Mr. K.V. RAMANA RAO, Principal of
Kavitha Memorial P.G. College, Khammam for his constant
encouragement in carrying out my project work.
My sincere thanks to our faculty members for the unenviable
job of giving instructions and keeping the project rolling and on
track.
Last but not the least I am very much thankful to my
respondents for giving me necessary information without which
project would have been a distant dream.
I would like to thank all my friends whose constant doubts
and suggestions inspired me through out the course of my project.

R. SATYANARAYANA

DECLARATION

I, hereby declare that this project report entitled CONSUMER

OPINION TOWARDS TWO WHEELERS TYRES WITH SPECIAL
REFERENCE TO MRF TYRES has been prepared by me during the
year 2006-08, under the guidance of Sri V.V. Narsi Reddy
This project is submitted in partial fulfillment of the
requirement for the award of MASTERS DEGREE IN BUSINESS
ADMINISTRATION.

Date:
(R. SATYA NARAYANA)
Place: Khammam

CONTENTS
CHAPTER I
INTRODUCTION.
CHAPTER II
COMPANY PROFILE.
ORGANIZATION PROFILE
PRODUCT PROFILE
CHAPTER III
THEORITICAL ASPECTS
CHAPTER IV
DATA ANALYSIS &
INTERPRETATION.
CHAPTER V
FINDINGS & CONCLUSIONS.
QUESTIONNAIRE

BIBLIOGRAPHY

CHAPTER I

INTRODUCTION TO BUSINESS

All creative human activities relating to the production of

goods and service for satisfying human wants are known as "
BUSINESS " it is also a gainful procedure through which
individuals and groups exchange goods and services. Human
activities may be categorizes as economic and non-economic.
Economic activities are related to the production of wealth. Every
human being under takes same kind of work with a view to earn
his living. All these activities create utilities. Non-economic
activities are not under taken with economic matinees, they may
be in the form of social service tic, the element of profit, which is
prevalent in economic activities, distinguishes them from noneconomic activities.
DEFINITIONS:-

1) "Business may be defined as human activity directed

towards providing (or) acquiring wealth through buying
and selling".
"L.H.HANEY"
2) "An institution organized and operated to provide goods
and services to the society under the incentive of private
gain".

PRESENT BUSINESS ENVIRONMENT:In the light of globalization and privatization became more
complex

GATT

Organization

agreement

had

change

and

evolution

the

Worlds

of

World

economic

Trade
picture

tremendously. Developed country's dumping the products to the

developing countries consequently most of the industry's in the
developing and in poor countries are became absolute several
indigenous industries are searching to self defense measurement.
Segmentation is taking place with regard to all products
multiple channels of distribution are replacing single channels.
The

good

products

are

being

passed

through

various

intermediates before they are finally reaching the consumer.

Marketing intermediaries are playing vital role in the smooth

distribution of goods from manufacture to the consumer.
Advertising has become compulsory through they have become
costly. Markets are not restricted to, as peek market is exists
through out the country even in foreign countries also. All these
have made the company's to change their attitudes and they of
operations.
Finally the company's which are best satisfy their customers
will be the winners. It is the prime reasonability of the markets
finance the requirements of the markets place and to help their
company's translated them into solution that with in customer's
approval. Today sound concentration companies are not nearly
looking for sales They are very much in Song term, naturally
satisfying: customer's relations through providing quality product
service.
DEFINITIONS OF MARKETING:According to the American Marketing Association;
"Marketing as the performance business activities that direct
the flow of goods and services from producer to consumer (or)
user".
PHILIP KOTLER:Defines "marketing as the set of human activities directed at

facilitating and consummating exchanges. The essence of

marketing is exchange of products and the transaction is to satisfy
human needs and wants".
PAUL MASER DEFINED :
In order to survive these company's are searching in a new
ways are" improving there products sales, in this part improving
the quality for their products in the consumers.
In this juncture survey of markets collection of consumer
opinions, study of consumer behavior is highly needed.
In this modern days consumers needs and taster are
changing rapidly from days to day in order to catch pulse of the
consumer this type of servers opinion pools are highly needed.

INTRODUCTION TO MARKETING
Marketing is indeed an ancient art; it has been practiced in
the one form or other since the days of Adam and Eve. Marketing
is a comprehensive term and it includes all resources and set of
activities necessary to direct and facilitate the flow of goods and
services from producers to consumer in the Process of

distribution. Its emergence as a management discipline, however it

is relatively recent origin.
The pre-industrial revolution world was characterized by
agriculture cum Handicraft economy. Practically every village
community produced its own Food, clothing, shelter and
household equipment. Agriculturist and crafts-Men were the main
producers of this era. The agriculturists, whether he Produced
corn or cotton, meat or butter disposed of the surplus after
Meeting his own requirement, in his immediate neighborhood. In
other Words, marketing under those conditions meant a task of
producing the Basic necessities of life and hanging them with
known consumer groups in the immediate neighborhood. This
represented stage of barter in the evaluation meeting. The
evaluation of marketing was that of money economy. For reaching
stages in the industrial new products, new systems of
manufacturer, new models of transportation and communication.
After Second World War, the size and character of marketers
changed enormously.
Marketing

comprises

all

activities

involved

in

the

determination and satisfaction Of consumer needs at a profit.

TYPES OF MARKETS:
1. On the basis of selling area, we have local, National

and International markets.

2. On the basis of article of trade, we have product
markets.
3. On the basis of nature of exchange dealings, we have
spot or cash markets and futures or forward markets.
4. On the basis of nature of goods sold, we have
consumer goods market and industrial goods market.
5. On the basis of period we gave short term and longterm markets.
6. On the basis of nature and magnitude of selling, we
have wholesale and retail markets.

Market segmentation:Market segmentation is the process are disaggregating

the total market into the number of sub marketing, markets
can be segmented using several bases. Market segmentation
explaining several benefits on the marketing man.

1. It helps him to distinguish one customer group from

another with in a given market.
2. It enables him to decide which segment of the market
should from his target market.

3. It also enables the effective crystallization of the

specific needs of the buyers in the target market and
facilitates an in-depth study of the characteristics of
the buyers.
TYPES OF MARKETS :1)

On the basis of selling area, we have local, national

and international markets.

2)

On the basis of article of trade, we have product

markets.

3)

On the basis of nature of exchange dealings, we have

spot or cash markets and features of forward
markets.

4)

On the basis of nature of goods sold, we have

consumer goods market and industrial goods market.

5)

On the basis of period, we have short-term and longtern markets.

6)

On the basis of nature and magnetic use of selling,

we have Chocease and retail markets.

MARKET SEGMENTATION:
Market segmentation is the process (or) desegregating the
total market in to no of sub marketing, markets can be segmented
using several bases. Markets segmentation explains several
benefits on the marketing man.
1) It helps in distinguishes on customer group from
another with in a given market.
2) It enables him to decide which segment of the market;
should from it is target market.
3) It also enables the effective crystallization of the
specifies needs of the buyers in the target market and
facilitates an in-depth study of characteristics of the
buyers.

IMPORTANCE OF MARKETING

Before independence

no

importance

was

attached

to

marketing management. India had always remind mainly as

agricultural country. After independence steps were taken to
industrialize the country rapidly.

In the initial stages of industrialization. The production was

importance the later stages the distribution function gained and
outstanding significance. This was of course influenced by the
emerging trends in competition.
The following points forever importance of marketing:
1. It is an instrument in improving the living standards:1) Human life is a patent example of inters dependence.
The society today is classified into three namely rich,
middle, and poor. Based on the purchasing power or
capacity each class has developed its own life style and
standard of living level. Despite all the differences in
their level of living every member of society depends on
marketing system for his needs.
2) Marketing is a means through which production and
purchasing power or converted into consumption.
3) Prof. MALCOLN meaner says "marketing is the creation
and delivery of standard of living to the society".
2. It generates gainful employment opportunities.
1) Just as every industry provides employment opportunity
to thousands of skilled, semi - skilled and unskilled
works and various positions and capacities.

2) The major function of marketing are buying, selling,

transportation

financing,

Risk

bearing,

Market

intelligence and standardization. Each function has

countless job openings.
3) Roughly 40% population is engaged directly or indirectly
in marketing activities.
4) It is a source of employment and livelihood for who have
skill and will to work hard.
3. It stabiles the economic condition:
1) Economic stability is the sure sign of any efficient and
dynamic economy. It indicates that the economy activities
not only at high key but are constant and continuous.
2) It implies existence of near full employment, flexible
prices and perfect match between production and
consumption are supply and demand for goods and
service.
3) The production exceeds consumption there will fall in price,
imbalance in the market, in the same way if the
consumption exceeds production the middle and class
will suffer most. The point lies in reducing the extremes,
which is made possible by connecting belt of marketing, it
links the production and consumption in Equilibrium State
and problem solved.

4. IS AN OUT LET TO EARN PROFILE:1) Profit is the core on which the super structure business
is built. To earn profits, business community has to
struggle hard there is no any formula for windfall profile.
2) It is marketing that provides countless opportunities to
earn amount of profits through creation of utilities like
place, time, possession and image.
Place-exists when a product is readily accessible to potential
customers.

Time - is making a product available to customers when

they want.
Possession - when a customer buys the product then the
ownership is transferred from is seller to buyer.
Image - is an emotional and psychological value that a person
attaches to a product or brand. Marketing especially forms of
promotion of a contribute, greatly to the creation of images.
MARKETING RESEARCH
From the discussion in the proceeding chapters three
important points emerge which are relevant fro any marketing
executive.

First,

those

consumer

interest

and

market

considerations are the kingpins of marketing decisions. Seconds

that the Indian market and its environment present both Varity
and complexity and third, that the Varity of factors governing
consumer behavior for the con found this complexity.
Under these circumstances market is both a problem send a
challenge. To meet this problem and challenge, it is essential for
every marketing manager to develop a dependable marketing data
and information base for decision-making. For generating such
data and information, it is essential that every marketing
organization collects, records, and analyses relevant data this job
of collecting.
Recording and analyzing relevant data for marketing decisions
is known as marketing research.
Scope and applications of marketing research :The scope of marketing research, stretches from the
identification of consumer wants and needs to the evaluation of
consumer satisfaction. It includes research in respect of
consumers, product, sales, distribution channels, advertising,
pricing and physical distribution. It also covers sales forecasting
for company's products which has dealt with in chapter 14 while
discussing planning of marketing research may the following
classification of marketing research activity.

1. CONSUMER RESEARCH:Consumer research seeks answers to a variety of questing in

respect of consumer characteristics and behavior. The aim of this
research is to develop an understanding about consumers, both
current and potential, and the level of satisfaction expected
and derived by them from company's products. Broadly, the
areas of consumer research include the following:
1) Determining the demographics of both excising and
potential consumers.
2) Identify the consumer needs and product expectation
levels.
3) Identifying the factors influencing purchases decisions;
and
4) Ascertaining the levels of consumer satisfaction.

MARKET RESEARCH:Market research answers questions in respect of different

markets. The purpose of this research is to gather facts about
markets and government, so as to enhance the competitive
strength of the company in the market place. The areas of
market research broadly include.

1) Determining the size of both current and potential

market.
2) Accessing the market trends;
3) Asserting the strength and weakness of competitors
marketing strategies;
4) Determining the impact of current and contemplated
legislative actions of the state on the marketing effort of
the company; and Demand and sales forecasting.

Product research:Product research addresses it self to the question associated

with the products of the company and competitors. The purpose
of this research is to Findus the product image, which will be
compatible with the self-image of consumer and ascertain whether
the former really fits in to the later or not. Product research, thus,
becomes an important vehicle for implementing the marketing
concept. The areas of product research includes:

1) Evaluating performance of company's products in terms

of sales profits, and market segments;
2) Determining modifications in the existing products;

3) Determining consumer acceptance products;

4) Undertaking comparative studies of the competitive
products;
5) Evaluating the new competitive products;
6) Determining current or new uses of existing products;
7) Market-testing of new products;
8) Testing package and label designs; and
9) Appraising diversification and simplification plans.
4. SALES RESEARCH:Sales research attempts to answer questions relating to the
sales of company's products. The purpose is to find the sales
potential and appraise sales performance of company's products
the broad areas of sales research include.
1) Determining and appraising sales methods;
2) Establishing and revising and sales territories;
3) Measuring sales performance in terms of volume: and
profits;
4) Analyzing the operation and appraising the performance
of sales personnel.

5) Determining

sales

quote

and

other

standard

of

performance for different market segments and sales

personal; and
6) Determining the mode of compensating sales personal
5. DISTRIBUTION CHANNEL RESEARCH:In distribution channel research addresses themselves to the
questions relating to channel and intermediaries engaged by the
company to transfer ownership of products to consumers. The
purpose of this research is to identify the appropriate
distribution channel and intermediaries and to ascertain whether
they help the company in meeting the consumer needs or not. The
broad areas s of channel research include;
1) Identifying

the

existing

and

potential

distribution

channel and appraising their relative strengths and

weakness in the context of consumer needs.
2) Identifying the appropriate intermediaries for products
and determining their number and type;
3) Measuring and evaluating the performance of the
channel and different intermediaries; and
4) Determining the needs of the dealers and the factors
governing their behavior.

6. ADVERTISING RESEARCH:Advertising is one of the important consumers marketing

areas in which marketing researchers are involved these days. The
purpose of this research is to make the company's product and
other allied messages worthy of effective reception at the
consumer - end so that consumers are induced to act in the
manner desired by company. The areas of advertising research
broadly include;
1)

Determining the advertising messages and appeals in

the light of consumer research findings;

2)

Comparing the probable effectiveness of the alternative

advertisements copies;

3)

Select the advertising media; and

4)

Evaluate the advertising effectiveness.

7. Pricing research:!n pricing research, answers are soft to questions relating to

the ability of consumer to pay. The purpose of this research is to

find out the price expectations of consumer and their responses

and reactions to them. The areas of research broadly include;

1) Determining the price expectations of consumer in

different market segments;
2) Comparing the price strategies of the competitors;
3) Testing the alternative price strategies; and
4) Evaluating the consumer reactions and responses to the
company prices.
8. PHYSICAL DISTRIBUTION RESEARCH:In physical- distribution research, researcher addresses
themselves to problems connected with the holding, handling and
transportation of finished products. The purpose of this research
is to explore the possibilities of cost reduction in any of these
areas and enhancing the time and place utilities of products. The
areas of research include;
1) Determining the opinion inventory levels;
2) Determining the design and location of distribution
centers; and

3) Considering the economic of the different modes of

materials handling and transporting and determining
their suitability.

9 POST - TRANSACTION RESEARCH:It involves in to all those problems are not covered above but
otherwise concern marketing of company's products. It also
encompassed s receiving feedback from the market about
consumer satisfaction it may include, inter, -ail.
1) Studying and anticipating legislative and administrative
actions

of

state

effecting

marketing

of

company's

products, for example, price and product regulations; and

2) Ascertaining consumer opinion and determining the
level of consumer satisfaction.
The scope of marketing research described above indicates
the span research operations marketing people in a company may
be called upon to perform. It includes practically all aspects of
marketing. However, the description is only indicative and not
exhaustive. There may be many more and varied problems. Which
may be investigated and for which answers sought. The actual
scope, nonetheless, depends on the specific needs of a company
and the compulsions of the marketing situation to which the
company is exposed.

OBJECTIVES OF THE STUDY:1) To study about the MRF tyres.

2) To evaluate the MRF performance in the market.
3) To study about the product differentiation of MRF
v/with other competitive tyres.
4) To know how much percentage of promotional activities 5
influences the sales.
5) To study about the consumer satisfaction towards MRF
tyre.
6) To study the influence of dealers.

METHODOLOGIES:In the present study, the information and data is collected by

using well prepare questionnaire after collecting questionnaire
form respondent the statistical tools and references are used for
tabulating and analyzing the data with simple average and
percentage.

TOOLS:Follow of the tools of data used for the study.

1) Primary data
2) Secondary data
1. Primary data:Prescribed questionnaire collects data from the owners of
vehicles.
2. Secondary data:Data collected from the record of dealer, magazines, and
newspapers.

Limitations of the study:1) This study is limited to Khammam and it's surrounding
areas.
2) Many buyers have no knowledge about the product
3) Data presented in this study is based on the opinions of
the limited respondents i.e. 100 members.
4) The secondary data is based on the information from
newspapers, magazines and library literatures only.

CHAPTER-II

COMPANY PROFILE
HISTORY OF THE MRF COMPANY:MRF Company has established on 1960 to take over the
business of the madras rubber factory, later went public in 1961.
The company has its factories at tirurotiyur, Arakkoniim,
Madak, Kottayam, and Goa
K.M.Mammon Mappillai is the chairman and Managing
Director of MRF Company. MRF Company has 299 shares. The
company manufactures Tyres and tubes in collaboration with
mans field tire and rubber. Its products include Nylogrip,
Sigrna, Tyredrom etc.
Has financials:-

Has for the current situation in the tire industry. MRF is

not industry worried over the falling quarter. The profits for the
second successive quarter in the current fiscal (July - June) 2004
as profits came despite continuing recession in the heavy and
commercial vehicle in the first six months of the current
financial year. MRF earned is moderate over the first six months
of the current financial the total net sales of the MRF company
is 774.99 crores. Expenses are 6.43 crores the net profit of the
17.07 crores, the share value of the each share is 107- MRF
provided 3113253 shares for the company has been designing
and developing new products for various markets it seems to
have perceived the needs of modernizing.
Currently MRF exposes to same as countries and in 2003 to
2004 (July - June) it has not head up sales.
Marketing information:
The company has been designing and developing new
products for various markets it seems to have perceived the needs
of modernizing.
Currently, MRF exports to some 65 countries and in 2004
(June - July), it has not head up sales worth rupees 190 crore
from its export initiatives.
(Sales increased by 14.4% troupes 151.3 crore during the

year.) the experts are skill to those in India like Pakisthan and
Latin American countries.

CHAPTER-II

ORGANIZATION PROFILE

History of the organization:The organization is located opposite SBI, Wyra road,

Khammarn. Which is considered as prime locating of the town.
It was started in 1999 April 12th with a capital lOlakes. The
managing director of the organization is G.Ashok Kumar M.Tech.
Some capital is own capital that is 60%. Some capital loans
u. 40% in seasonal time there was so many sales per day and
increasing the sales in seasonal days they sell Rs.20,000 per
day. The organization is into giving credit facilities. The

organization is running on by dealer.

Objectives of the organization:The objectives of the organizations are as follows.
1) Improve the sales.
2) To serve the consumers.
3) To provide the goods to consumer at low cost with high quality.

The organizational structure:-

Managing Director

Accountant

Cashier

Helpers

The organization is consists of four employees and their

managing partner. They are one accountant, one cashier, and
one to two helpers. They work for the development of organization.
Function of manager :1. He takes all the decisions about organization.
2. He checks employee's management.

3. He manages all the business him self with the help of

employees.
4. Effective co-ordination with customers.

5. He defines duties and responsibilities of the employees.

6. Fixing the sales target.
7. Effective control.
8. Growth and expansion of the business.

Purchasing producer: Dealers purchase types on guarantee condition.

Dealers sent the data to the company demand of sales.

Dealers must purchase the 24 tractor Tyres sales from

the company every month and they must sale them.

They will purchase passengers Tyres also.

Dealer credit : Dealer is following credit for one month.

Dealer information:In MRF Company dealer must follow some rules.
When dealer want to start MRF tyre business the company
must have deposits.

Dealers sale only MRF tyres.

The dealer pays money to the company by checks.

Dealer must follow the measurements of organization length and

breadth and height.

Dealers must purchase 24 tractor tyre sets in 9 months. They

purchase passenger tyres also.

They will maintain minimum stock.

Payment procedure:Customer payment procedure: Customer have no credit facility only spot payment.
Dealer payment procedure:Dealer pays money to the company by check. Dealer has one

month credit facility.

Duties of the account:a. He maintained daily transaction in the books.
b. He deals with various government agencies.
c. He maintained books of account properly and regularly.
Duties of Cashier:1) He maintained all the cash transaction properly.
2) Checking the payments and receipts.

CHAPTER-II

PRODUCT PROFILE
Introduction of tyres (MRF):
Tyre is an instrument, which can be the lead of the vehicle
through the air media occupies in between the tyre and disk of the
vehicle and it transform is to displacement.
Technical the load of the vehicle carried by the air only, the

tyre is used for displacement. The tyres of classified depending on

the tyre of vehicle and loading condition. The tyres can be
classified in to different categorie-s such as radial, bion, tyres.
The tyre can be classified in to three parts.
1. Seeding.
2. Carrying.
3. Base and mileage rubber,
Firstly the cars can be framed according to the size of the iick
of the vehicle and covered by the base rubber and then mileage
rubber will be adced only that of the cars this will be cured at
controlled temperature and steam, deeping
Upon the size and the type of the tyre. Then this ml in to final
product. Transportation of goods depends on tyres.

Product process may be divided in two types.

1. Cooling process.
2. Hot process.

1. Cooling process:In cooling process first check the tyres. Cooling process has
some stages. These are
a) Buffing.
b) Grasping (cleaning).
c) Filling and building.
d) Curing.

a) Buffering:First check the tyres. After check the tyre cut l/2 tyre. Buides
are used to cut the lyre. In this stage gages also used to check the
tyres. Remove the stones and cover that part with rubber,
b) Grasping:In Grasping stage first clean the tyres. Then cut extra thread
of tyre. Clean luges and also clean punched rubber.

c) Filling and building:-

In filling stage whole fill with cushion. In building stag's fit the
tyre. Valcaning solution used after grasping processing. After
coating it is dried for one hour. After coating process filling
process is made by the help of cushion. In the filling process to
avoid air bubbles bladder card is used.
d) Curing process:Using of air process is 65PSI steam PSI, temperature 141+1.C, and duration's is 85. and this total process is called curing
process. At this curing process envelope parachute cloth and
vickins tape is required.
2) Hot process: The hot process is also same as cooling process.
Features of MRF tyres:1) Compression reliefs at center; to prevent compression wear.
2) Extended shoulder: larger rote contact patch while
cornering, for better transaction and grip.
3) Rounded shoulder profile: Better chamber thrust for
superior handling.
4) Unique world class pattern, for the ultimate style in riding.

5) Angled transverse grooves: to channel away and prevent

hydroplanic.
6) Hing per compound. Hind adhesion compound with
reinforced treed, with reinforced treed, for superior
performance and mileage.
Advantages of MRF tyres:1. MRF tyres facilitates more mileage,
2. MRF tyres give more grips on the road.
3. Exchange facility.
4. More safty. Exchange facility.
5. MRF tyres are having standard rubberin scientific
procedure.
6. It gives more transport facilities.
7. N/1RF tyres are having retreading facility.
8. Heavy weight superstar.
9. Price is economic to al! people.

10. Guarantee facility.

LIMITATIONS OF THE STUDY :

1) This study is limited to the Khammam and its
surrounding areas.
2) Many buyers have no knowledge about other products.
3) Data presented in this study is based on the opinions of
the limited respondents.
4) The secondary data is based on the information from
news papers, magazines and library literature only.

CHAPTER-III

THEORETICAL ASPECTS

CONSUMER BEHAVIOURS :
The term consumer behavior can be defined as the behavior
that consumer displays in search for purchasing, using evaluating
and disposing of products and services that they expect will
satisfy their needs.
- sciffman

The study of consumer behavior is the study of how

individuals make decision to spend their valuable resources i.e.

money, time, effort on consumption related item.
It includes the study What they buy, why they buy, how they
buy, when they buy, where they buy, how often they buy.

Consumer decision making processes :

Problem Identification

Search of information

Evaluation of alternatives

Product choice

Outcome

PROBLEM IDENTIFICATION:
The recognition of a need or problem is likely to occur v/hen a
consumer faced with a problem. It can also be viewed as either
simple or complex. Simple problem recognition refers to needs
that occur frequently and can deal with almost automatically.
Complex problem recognition is a state in which a problem
develops over a time, as an actual state and desired state gradually
move a part.

SEARCH OF INFORMATION:
Search of information began when a consumer perceive a
need that might be satisfied by the purchase and consumption of
a product. A consumer in this state seems a need for
information on which base a choice. If the consumer out side
environment is useful information on which to base a choice.

EVALUATION OF ALTERNATIVES: -

When evaluating potential alternative consumers tends to use

two types of information.
A list of brands from which they plan to make their
selections.
The criteria consumers use in evaluating the brands that
constitute their evoked sets usually are expressed in terms of
product attributes that are important to them.

PRODUCT CHOICE:After the evaluation of alternatives stages, the consumer

chooses one product keeping in view of the information gathered
and absorbing alternatives in the market.
CONSUMER BEHAVIOR AS AN INTERDISCIPLINARY SCIENCE:Consumer behavior is a relatively new field of study with no
history or body of research its own, the new discipline borrowed
heavily from concept developed is other scientific discipline such
as

psychology,

Sociology.

Psychology,

sociology,

Cultural

Anthropology and Economics.

PSYCHOLOGY:
Psychology is the study of the individual it includes the study
of motivation, perception, attitude, personality and learning
patterns. All these factors are integral to an understanding of

consumer behavior. They enable use to understand the various

consumption needs of individuals, their actions and reactions in
response to different products and product messages and the way
the personal characterstics and previous experience effect their
product choice.

SOCIOLOGY:
Sociology is the study of groups. The action of individuals in
groups often differ from the action of individuals operations alone.
The influence of group membership, family structure and social
clause on consumer behavior are all relevant to the study of
consumer segments in the market place.

TYPES OF GROUPS:

PRIMARY GROUP:
If a person interacts on a regular basis with other individuals,
then these individuals can be considered as primary group.

SECONDARY GROUP:
If a person interacts only occasionally or if the frequently of
interaction is less or if there is a less continuous interaction with
other individuals, such groups are called secondary groups.

FORMAL GROUP:
If a group has highly defines structure, specific roles and
authority levels and specific goals then such group is called formal
group.

INFORMAL GROUP:
A group that* is formed without any objective and does not
have any role or purpose are existence, is called informal group.

THE FAMILY:An individuals family is often occupies the best position to

influence his or her consumer decision. The families importance
in this regard is based upon the frequency of contact that the
individuals has with other family members and extend of
influences that the family has on the establishment of wide range
of values, attitudes and behavior.

FRIENDSHIP GROUP:Friendship groups are informal groups. They does no" have
any structure or authority levels. Consumers are likely to seek
information from friends about product, particularly in electronics
products, clothing, jewelry/ etc.

FORMAL SOCIAL GROUP:Formal social groups are more remote and serve different
functions for an individuals. A person joins a formal social group
to fulfill specific goal like making new friends, meeting important
people, broadening perspectives etc. the membership in such
formal group may also influence the consumer behavior in several
ways.

SHOPPING GROUPS:
Two or more people who shop together is called a shopping
group. People like to shop with other who provide pleasant
company or who had experience and knowledge in purchasing
a desire product or service. It reduces risk of purchase decision.
These groups influences purchase decision.

WORK GROUPS:A considerable amount of time that people spent at their

jobs frequently or more than 35 hours per week provides sample
opportunity for work groups to serve as a major influence on the
consumption behavior of members.

NEED AN IMPORTANCE
CONSUMER BEHAVIOR: -

OF

THE

STUDY

OF

In olden days, the importance of consumer's behavior was not

realized because it was sellers market. But modern marketing is
consumer oriented, therefore the study of consumer behavior is
vital in framing production policies, decisions

regarding

channels of distribution, and all above decisions regarding sales

promotions. The study of consumer behavior gives a great and

keen interest as a consumer, as a marketer and as a student. As
a consumer we benefit from the study related to consumer
consumption decisions and trends. Such as what we buy, when
we buy, where we buy, why we buy and how we buy.

As a student to know the consumer behavior it is important

for use to know the internal and external forces, that implies
consumers to act in certain consumption related decisions. As
marketer and further marketer, it is important for us to

CHAPTER-IV

1. The table showing what is your family income for month.

Monthly Income
Below 5,000
5,000 10,000
10,000 15,000
Above 15,000
Total

Number of
Respondents
12
20
28
40
100

Percentage
12%
20%
28%
40%
100%

100
80
Below 5,000
60

5,000 10,000
10,000 15,000

40

Above 15,000

20

Total

0
Number of Respondents

Interpratation:

Percentage

The above table shows the information

regarding respondents family income per month 12% of

respondents was below 5,000. 20% of respondents was 5,000
10,000. 28% respondents was 10,000 15,000 40%
respondents above 15,000.

2. Table showing Nature of customers

Options

Number of
respondents
24
28
48
100

Rural
Semi-Rural
Urban
Total

Percentage
24%
28%
48%
100%

100
80
Rural

60

Semi-Rural

40

Urban

20

Total

0
Number of respondents

Interpratation:

The

Percentage

above

table

shows

information

regarding place of the respondents. 24% of the respondents

belongs to rural. 28% of the respondents belongs to semirural. 28% of the respondents belong to urban.

3. Table showing possession of the two wheeler vehicle.

Vehicle tyres
posses (options)

Number of
respondents

Percentage

Motor Cycle
Scooter
Moped
Heavy Vehicle
Total

40
12
12
36
100

40%
12%
12%
36%
100%

100
80

Motor Cycle

60

Scooter
Moped

40

Heavy Vehicle
20

Total

0
Number of respondents

Interpratation:

Percentage

The above table shows information

regarding the vehicle posses by the respondents. 40% of

respondents posses motor cycle. 12% of respondents posses
scooters.

12%

of

respondents

respondents posses heavy vehicles.

posses

moped.

18%

of

4. The table showing suggestion of purchase M.R.F.

Option

Number of
respondents
16
20
44
20
100

Friends
Relatives
Advertisement
Personal Interest
Total

Percentage
16%
20%
44%
20%
100%

100
80

Friends

60

Relatives

40

Advertisement
Personal Interest

20

Total

0
Number of respondents

Interpretation:

Percentage

The above table shows information

regarding the purchasing of M.R.F. tyres. 16% of respondents

was suggested by the friends. 20% of respondents was
suggested by the relatives. 44% of respondents was suggested
by the advertisements. 20% of respondents was purchased

with personal interest.

5. The table showing Influency factor to purchase the M.R.F.

Influencing factor
(options)
Price
Durability
Brand Image
Availability
Total

Number of
respondents
16
20
44
20
100

Percentage
16%
20%
4%
20%
100%

100
80

Price

60

Durability

40

Brand Im age
Availability

20

Total

0
Num ber of respondents

Interpretation:

Percentage

The above table shows that influency

factors to the purchase the M.R.F. tyres. 16% of respondents

was purchase the price. 20% of respondents was purchased
the durability. 44% of respondents was purchase the brand

image. 20% of respondents was purchases the availability.

6. The table showing how often M.R.F. tyres getting repair ?

Time period of
getting repairs
(option)

Number of
respondents

Percentage

Frequently
Very Frequently
Rarely
Very Rarely
Total

4
4
60
28
100

4%
4%
60%
28%
100%

100
80

Frequently

60

Very Frequently

40

Rarely
Very Rarely

20

Total

0
Num ber of respondents

Interpretation:

Percentage

In the above table shows that influence

the respondents of M.R.F. tyres getting repairs. 4% of

respondents was respond the frequently in getting repair in
M.R.F. tyres. 4% of respondents was respond the getting

repair very frequently. 60% of respondents was respond the

getting repair rarely. 28% of respondents was respond the
getting repair very rarely.

7. The table showing service of the dealer.

Alternatives
Option
Very Good
Good
Average
Below Average
Total

Number of
respondents
20
30
30
20
100

Percentage
20%
30%
30%
20%
100%

100
80

Very Good

60

Good

40

Average
Below Average

20

Total

0
Num ber of respondents

Interpretation:

Percentage

The above table show that respondents

the service of M.R.F. dealer. 20% of respondents was feel very

good. 30% of respondents was feel good. 30% of respondents
was feel average. 20% of respondents feel below average.

8. The table showing assistance from dealer in maintaining

M.R.F. Tyres.

Opinion

Number of
respondents
60
40
100

Yes
No
Total

Percentage
60%
40%
100%

100
80
60

Yes

40

No
Total

20
0
Number of respondents

Interpretation:

The

Percentage

above

table

shows

regarding

respondents of getting assistance from dealer in maintaining

M.R.F.

tyres.

60%

respondents was no.

of

respondents

was

yes.

40%

of

9. The table showing manufacturing defects in the tyre after

your purchasing ?

Opinion
Yes
No
Total

Number of
respondents
44
56
100

Percentage
44%
56%
100%

100
80
60

Yes
No

40

Total

20
0
Number of respondents

Interpretaion:

Percentage

In the above table shows the respondents

of manufacturing defects. 44% of respondents was find the

manufacturing defects. 56% of respondents was could not
find the manufacturing defects.

10. The table showing marketing position of the M.R.F. Tyres.

Opinion
First Position
Second Position
Third Position
Fourth Position
Total

Number of
respondents
50
20
10
20
100

Percentage
50%
20%
10%
20%
100%

100
80

First Position

60

Second Position

40

Third Position
Fourth Position

20

Total

0
Num ber of respondents

Interpretation:

Percentage

In the above table show the respondents

of market position of the M.R.F. tyres. 50% of respondents

show the first position in the market. 20% of respondents

show the second position in the market. 20% of respondents
show the third position in the market. 20% of respondents
shows the fourth position.

11. The table showing main competition for M.R.F. Tyres.

Competitor
J.K. Tyres
Ceat
Good Year
Total

Number of
respondents
50
20
30
100

Percentage
50%
20%
30%
100%

100
80
J.K. Tyres

60

Ceat

40

Good Year

20

Total

0
Num ber of respondents

Interpretation:

Percentage

On the above table was show the

respondents of main competitor for M.R.F. tyres. 50% of

respondents J.K. Tyres was competitor of M.R.F. Tyres. 20% of

respondents Ceat tyres was competitor of M.R.F. Tyres. 30%

of respondents good year was competitor of M.R.F. Tyres.

CHAPTER V

SUGGESTIONS

1. The respondents feel that to improve the MRF tuber quality

change the manufacturing style and more grips on the tyre.
2. Try to increase the availability of tyres and try there be no
defect in perforation of the tyre.
3. Price of the MRF tyre is higher when comparing to other
brands so it is suggested that necessary steps must be taken
to reduce the price.
4. It is advised to more advertising for creating more awareness
in the consumers for increasing sales.
5. The company has to take necessary steps to prevent the
duplication in rural areas.

6. Increase more number of dealer to extend the MRF tyres

business in rural areas.
7. The credit policy of the company is also to be liberalized to
motivate the dealers.

CONCLUSIONS

1.

Brand image influence the consumers

2.

Consumer came to know about M.R.F. tyres through

advertisements.

3.

Most of the consumers told that price should be kept

reasonable.

4.

More show rooms should be open.

5.

Maximum respondents are satisfied with dealers

service.

6.

Improve the quality at reasonable price.

BIBLIOGRAPHY
1. MARKETING MANAGEMENT
PHILIP KOTLER.

2. CONSUMER BEHAVIOUR
LEON G. SHIFMAN &
LESIE LAZER KANDK.

3. MARKETING MANAGEMENT

RAMASWAMY &
NAMA KUMARI

4. MARKETING RESEARCH

RAMANJAN MAJUMDAR.
5. MARKETING
AMANAGERIAL INTRODUCTION
J.C. GANDHI

GENERAL QUESTIONNAIRE
Consumer Opinion towards MRF Tyres
Name

: _____________________________

Age

: _____________________________

Gender

: _____________________________

Occupation

: _____________________________

1)

What is your monthly Income ?

a) Below 5000
b) 5000 to 10,000

c)

10,000 15,000

d)

15,000 above

2)

What kinds of vehicle do you posses ?

a) Motor Cycle
b) Scooter
c) Moped
d) Heavy Vehicle

3)

Who suggested you to buy MRF tyres

a) Friends
b) Parents
c) Advertisement
d) Personal Interest

4)

What is influencing factor to purchase it.

a) Price
b) Durability
c) Brand Image
d) Availability

5)

How often MRF tyres getting repair ?

a) Frequently
b) Very frequently

6)

c) Rarely
d) Very rarely
What do you feel about services of dealer ?
a) Very good
b) Good
c) Average
d) Dealer

7)

Are you getting assistance from dealer in maintaining MRF Tyres

[
]
a) Yes
b) No

8)

Have you find any manufacturing defects in the Tyre after your
purchasing?
[
a) Yes
b) No

9)

What is the market position of the MRF tyre ?

a) First
b) Second
c) Third
d) Fourth

10) According to your knowledge that is the main competitor for MRF
Tyres
[
]
a) J.K. Tyres
b) Ceat
c) Good Year
11) What are the suggestions that you offer for improving the sales of
MRF tyres in the present competition.