Research methodology & data analysis

For this topic of research data is collected by both primary as well as secondary sources .As the
topic is To Study the behavior of the consumers during the purchase of TVS Two Wheeler
Brand Vehicles in Pune which is basically descriptive in nature. The research will be a
descriptive research. For the purpose of primary data a questionnaire has been prepared. The
questionnaire was served to 100dealers and responses were taken accordingly. A lot of help has
been taken from secondary data which has helped me to narrow down to the conclusions.

RESEARCH DESIGN
AREA : PUNE
Type of Research

Exploratory Research
Descriptive research

Sampling technique

Convenience sampling

Sample Size

100

Samplings Areas

Pune

Primary Data

Responses through questionnaire

Conducted personal interviews with the

Secondary Data

respondents .
Websites .
News papers

QUESTIONNAIRE
1

Section A
Personal profile:
1. Age category: a) 18 21yrs

b) 21 25yrs c) 25- 35yrs D) 35 yrs& above

2. Residencial Area:
3. Monthly family income (Father, mother, self / Husband & Wife):
a) Rs8000 15000
b) Rs16000 30000
c) Rs31000 45000 d) >Rs. 45000
4. Your occupation: a) Business professional
c) Student (PG / UG)
5.

b) Working professional
d) Housewife

Resident status: a) Permanent b) Shifted for Job

shifted for studies)

C) Students (localite) d) Student (temp.

6. Average distance traveled by you daily is (approximately):

a)< 10kms
b) 10 20kms c) 20 30kms d) 30 40kms
7. Use of vehicle
a) Going to workplace
c) Picking up children

e) > 40kms

b) Going to college & coaching classes

d) Shopping
e) Other use

8. Since how long are you driving your own two wheeler
0 1 year b) 1 2 years 2 3 years d) More than 3 years
9. Who took the decision of buying the particular brand?
a) Self b) Father/ Husband c) Mother d) others (pl. specify)
10. Specify which two-wheeler brand are you using?
a) TVS
b) Honda
c) Bajaj d) Mahindra e) Others (pl. specify)

Factor affected at the time of purchase of

2

Not
importa
nt
1

Factores affecting the consumers

FEATURES
Colours Available
Weight/Toughness
Looks & Style
Driving Comfort
SPECIFICATIONS
Speed
Pick Up
Engine Capacity
Cost of Vehicle
Cost of Spare Parts
Maintainence Cost
Petrol Tank Storage Capacity
Leg Space
Mileage
BRAND IMAGE
Resale Value of the Vehicle
Life Time Value of the Vehicle
Brand Image
Proximity To Service Station
Repurchase The Same Brand
ADVERTISEMENT
Television
Newspaper and Internet
Hoardings and Banners
Brand Ambassadors
RECOMMENDATIONS
Recommended By Dealers
Recommended By Family
Recommended by Friends
Self Done Research

VARIOUS OFFERS
3

your vehicle
Some Nuetral Impor
watim
tant
po
2
3
4

Very
import
5

Loan Schemes
Exchange Offers
Festive Offers
Special Gifts
Cash Discounts

CHAPTER 5
Relevant activity charts, tables, graphs, diagrams, etc.

Relevant activity charts, tables, graphs, diagrams, etc.

Consumer Preferring TVS Brand 2-wheeler Because of Specifications

Speed

Pick up

Engine Capacity

Price of Vehicle

Cost of Spare Parts

Maintainence Cost

Petrol Tank Storage Capacity

Leg Space

Mileage

9%

20%

15%

2%
12%

8%
10%

21%

3%

Consumer preffering TVS brand 2-wheeler because of its features

Driving Comfort

Colours

Weight & Toughness Design & Style

17%
43%

20%
20%

Consumer preffering TVS brand 2-wheeler because of its Brand Image

Resale Value

Lifetime Value of Vehicle

Brand Image

Proximity to Service Station

Repurchase the same Brand

14%
10%
36%

26%
14%

Consumer preffering TVS brand 2-wheeler because of its Advertisement

Television

News Paper

Internet

Hoardings & Banner Brand Ambassadors

10%
40%

26%
12%

12%

Consumer preffering TVS brand 2-wheeler because of Recommendation

Dealer Family Friends Self Research

10%
30%
33%
27%

Consumer preffering TVS brand 2-wheeler because of Various Offers

Loan Scheme Exchange Scheme Festive Discounts
Special Gifts

Cash Discounts

23%

37%

13%
10%

17%

REASON WHY CONSUMER PREFER TVS VEHICLE THAN OTHER

BRANDS
A.
B.
C.
D.
E.
F.
G.

Mileage is the top most factor why consumer prefer TVS brand vehicles.
Sooty Pep+ and Starcity is the most trusted two wheeler vehicles.
The maintenance cost of TVS Vehicle is also less as compare to Honda and Suzuki.
Easy availability of the spare parts is also one of the most important factor.
The resale value of the vehicles is also good.
The engine capacity and pick is also good as compared to other brands.
The service stations are also easily located in every parts of the Pune city.

MAJOR FINDINGS:
A. Consumer before buying two wheeler does lots of research from their friends and
relatives will ask them about their experiences with their owned vehicle.
B. Consumer also compares mileage from other brand vehicles of the same segment like
they will check the mileage per liter what Hero, Suzuki, Bajaj, Honda against TVS.
C. Working women and college girls prefers TVS vehicle as they are light weighted and
stylish like Pep+ and Wego is the most preferred range of two wheelers in Pune.
D. Society stall advertisement has huge impact on the sale of the vehicles as it helps in
generating new leads which can be converted into sales.
E. Price of TVS vehicles are far less than other brand vehicles like Honda, Suzuki and Hero.
F. The colour of the TVS vehicle is also much preferred by the consumer like Jupiter
Titanium Grey colour.
G. The showrooms are also located in easy reachable areas in Pune.

CONCLUSION:
I want to conclude by saying that TVS Brand Vehicles have a lot of potential to beat all the
biggest and the top most rated company like Honda, Hero, Suzuki and Bajaj. The company
should encourage test rides in the local areas and set up stalls in the societies because TVS
vehicles are preferred by ladies who are unable to visit showrooms because of lack of time and
house hold work. They should also provide test rides outside colleges and school. The company
need to identity and target customers because there is a huge potential in the markets of Pune.
The final winner will be the one who will reach the untapped areas of Pune with the required
resources like time and money and also with lots of more innovative ideas of marketing.

LIMITATIONS OF THE STUDY

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A. Some of the respondents refused to fill the questionnaires.

B. The responses may vary as some consumer did not want to come up with real answers.
C. The consumers were busy in their own work so they might not have given actual
responses.
D. Limitation of time.
E. The survey is conducted only in few areas ofPune . Hence the results may vary in other
parts of the cities.
F. Small sample size.
G. Like any other research the limitation of personal bias of respondents limits the scope of
the study.

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Chapter 6
Learning through the project

Learning through the project

Thing which I have learned is presenting myself in front of costumer, in which
way we should approach to customer, understanding Customer need, making them feeling
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comfortable. Explain are product to customer. While presenting we had to take feedback whether
client is satisfied with our presentation or need more information. Same time handle customer
query and inquiry regarding our product.

We were doing many activities in which we were grouped in various teams. For
each team every time our guide uses to appoint a leader for reporting and taking decision, so I
also got the chance to be leader. I was being appointed as leader for society activity. While doing
these I got to learn about leadership qualities. Handling people and getting work done by them
and also reporting to seniors and leading a team. I learn that every time each one of us had
different thinking policy in taking decision use to be quite difficult. At this situation taking
common decision so that everyone is motivated and working in same direction to achieves the
given goal.

This project taught me different Ways of direct marketing and doing promotion. I
got to know different way of direct marketing such as distributing pamphlet, putting hanger
pamphlet, rally, banners etc.

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CHAPTER 7
BIBLIOGRAPHY

REFERENCES
1. Automobile India, Two Wheelers in India,
http://automobiles.indiabizclub.com/info/automobile_types/two_wheelers. Last accessed on
December 07, 2008.

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2. International Business Times, India to witness highest average salary hike in Asia-Pacific:
Hewitt survey, http://in.ibtimes.com/articles/20080220/india-salary-hewitt-associateshuman-resources_all.htm. Last accessed on March 20, 2008.
3. Economic Times, 'Two Wheeler Industry- Facing a
crisis?',http://economictimes.indiatimes.com/articleshow/msid-2461907,prtpage-1.cms. Last
accessed on March 20, 2008.
4. International Business Times, Bajaj Auto Renault - Nissan team up to rival Tatas small
car Nano, http://in.ibtimes.com/articles/20080512/bajaj-auto-renault-nissan-tata-small-carnano_all.htm. Last accessed on March 20, 2008.
5. Automobile India, Overview of Two Wheelers, 2007,
http://www.automobileindia.com/two-wheelers/overview.html. Last accessed on March 20, 2008.
6. Bajaj Annual Report, 2006-2007, http://www.bajajauto.com/1024/download/annualreport0607/Balance%20sheet_P&L.pdf. Last accessed on March 5, 2008.
7. S. Muralidhar, 'Chinese Checker', The Hindu Business Line , Feb 26, 2006,
http://www.thehindubusinessline.com/iw/2006/02/26/stories/2006022601801500.htm. Last
accessed on March 10, 2008.
8. NehaKaushik, 'Ungeared for growth', The Hindu Business Line , Feb 9, 2006,
http://www.thehindubusinessline.com/catalyst/2006/02/09/stories/2006020900030100.htm. Last
accessed on March 10, 2008.
9. India Today, 2001, 'Fierce Fight', Sep 10, 2001, http://www.indiatoday.com/itoday/20010910/business2.html. Last accessed on March 20, 2008.

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