CHAPTER - 1 INTRODUCTION

INTRODUTION OF 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 non-economic 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 agreement and evolution of World Trade Organization had change the Worlds economic 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
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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. 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. 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". TYPES OF MARKETS: 1. On the basis of selling area, we have local, National and International markets. 2. 3. On the basis of article of trade, we have product markets. 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. 6. On the basis of period we gave short term and long-term markets. 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.*

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. CONSUMER BEHAVIOR DEFINITION : 1. The dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives. 2. The behavior of the consumer or decision maker in the market place of products and services. It often is used to describe the interdisciplinary field of scientific study that attempts to understand and describe such behavior. - American Marketing Association

MARKETING STRATEGY AND CONSUMER BEHAVIOR : To survive in a competitive environment, an organization must provide target customers more value than is provided by its competitors. Customer value is the difference between all the benefits derived from a total product and all the costs and risks of acquiring those benefits. For example, owning a car can provide a number of benefits, depending on the person and the type of car, including flexible transportation, image, status, pleasure, comfort, and even companionship. However, securing these benefits requires paying for the car, gasoline, insurance, maintenance, and parking fees, as well as risking injury from an accident, adding to environmental pollution, and dealing with traffic jams and other frustrations. It is the difference between the total benefits and the total costs that constitutes customer value.

Out comes Individual Firm Society

Consumer decision process Problem recognition Information search Alternative evaluation Purchase Use Evaluation

Marketing Strategy Product, Price, Distribution, Promotion, Service

Market segmentation Identify product-related need sets Group customers with similar need sets Describe each group Select attractive segment(S) to target

Market analysis Company Competitors Conditions Consumers 6

THE NATURE OF CONSUMER BEHAVIOR The model that we use to capture the general structure and process of consumer behavior and to organize this text. It is a conceptual model. It does not contain sufficient detail to predict particular behaviors; however, it does reflect our beliefs about the general nature of consumer behavior. Individuals develop self-concepts and subsequent lifestyles based on a variety of internal (mainly psychological and physical) and external (mainly sociological and demographic) influences. These self-concepts and lifestyles produce needs and desires, many of which require consumption decision to satisfy. As individuals encounter relevant situations, the consumer decision process is activated. This process and the experiences and acquisitions it produces in turn influence the consumers self-concept and lifestyle by affecting their internal and external characteristics. This model, while simple, is both conceptually sound and intuitively appealing. Each of us has a view of ourselves (self-concept), and we try to live in a particular manner given our resources (lifestyle). Our view of ourselves and the way we try to live are determined by internal factors (such as our personality, values, emotions, and memory) and external factors (such as our culture, age, friends, family, and subculture).

OVERVIEW MODEL OF CONSUMER BEHAVIOR

Experiences and Acquisitions

External Influences Culture Subculture Demographics Social Status Reference Groups Family Marketing Activities

Decision Process

Situations Problem Recognition

Information Needs Self-Concept And Lifestyle Desires Search

Alternative Evaluation And Selection

Internal Influences Outlet Selection Perception Learning Memory Motives Personality Emotions Attitude And Purchase

Postpurchase Processes

Experiences and Acquisitions

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. 5) Determining the size of both current and potential market. 6) Accessing the market trends; 7) Asserting the strength and weakness of competitors marketing strategies; 8) 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: 9) Evaluating performance of company's products in terms of sales profits, and market segments; 10) Determining modifications in the existing products; 11) Determining consumer acceptance products; 12) Undertaking comparative studies of the competitive products; 13) Evaluating the new competitive products; 14) Determining current or new uses of existing products; 15) Market-testing of new products; 16) Testing package and label designs; and 17) 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. 18) Determining and appraising sales methods; 19) Establishing and revising and sales territories; 20) Measuring sales performance in terms of volume: and profits; 21) Analyzing the operation and appraising the performance of sales personnel. 22) Determining sales quote and other standard of performance for different market segments and sales personal
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CHAPTER-II RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY:Research means it is an academic activity and as such the term should be used in technique sense

Meaning of research :
D. Slesinger and M. Stephenson in the encyclopedia of social science define research as the manipulation of things. Concept or symbols for the purpose of generalizing to extent, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art. Objectives of research : 1. To gain familiarity with a phenomenon or to achieve new insights into it. 2. To portray accurately the characteristics of a particular individual situation or a group. 3. To determine the frequency with which something occurs or with which it is associated with something else.

Types Of research:
The normal types of research are as follows : Descriptive and analytical research Applied and fundamental research. Quantitative and Qualitative research.

Research Process:
The following order connecting various steps provide useful procedural guidelines regarding the research process
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1. Formulating the research problem. 2. Extensive literature surveys. 3. Developing the hypothesis. 4. Preparing the research design. 5. Determining the sample design. 6. Collecting the data. 7. Execution of the project. 8. Analysis if data. 9. Hypothesis testing.

Sample design:
Sample design as follows : 1. Deliberate Sample 2. Sample random sample. 3. Systemic sample. DATA COLLECTION The data for the research has been collected from two source. 1) Primary data 2) Secondary data

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1. Primary data:Structured questionnaire has been administered to collects data from the two wheeler owners. 2. Secondary data:Secondary Data collected from the record of dealer, magazines, and newspapers. 3. Sample Size : The sample size is 100 respondents are selected from the Khammam town.

4. Sample Technique : The sample technique is random sample technique used for the research study. This sample are surplus which are constructed that every element or items of the total population in the organization.

OBJECTIVES OF THE STUDY:1) To study about the consumer behavior towards MRF tyre. 2) To know the consumer perception about the quality and features of MRF Tyres. 3) To study the consumer reactions towards the price of the M.R.F. Tyres. 4) To study the problem related to the availability of the M.R.F. Tyres to the consumer. 5) To understand the level of consumer awareness about the M.R.F. brand and its advertisement.

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NEED OF THE STUDY : 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 LIMITATION 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. SCOPE OF THE STUDY : 1) This study is limited to the Khammam and its surrounding areas. 2) Data presented in this study is based on the opinions of the limited respondents. 3) The secondary data is based on the information from news papers, magazines and library literature only.

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CHAPTER III ORGANIZATION PROFILE

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ORGANIZATION PROFILE

History of the organization:The organization is located opposite yellandu X road, Khammarn. Which is considered as prime locating of the town. It was started in 1999 April 12th with a capital lO lakhs. The managing director of the organization is K.RAMARAO. 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.72,00,000 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

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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. 2. 3. 4. 5. 6. 7. 8. He takes all the decisions about organization. He checks employee's management. He manages all the business him self with the help of employees. Effective co-ordination with customers. He defines duties and responsibilities of the employees. Fixing the sales target. Effective control. Growth and expansion of the business.

Purchasing producer: Dealers purchase tyres on guarantee condition. Dealers sent the data to the company demand of sales. Dealers must purchase the 2 Wheelar 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.
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 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.

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COMPANY PROFILE

(Madras Rubber Factory) Type Founded Founder(s) Headquarters Key people Products Revenue Operating income Net income Subsidiaries Website Public 1949 K.M.Mammen Mappillai Chennai, India Arun Mammen (MD) Tyres, Toys, Sports Goods 8,080 crore (US$1.61 billion) (2010) 354 crore (US$70.62 million) (2010) 543 crore (US$108.33 million) (2010) Funskool, MRF Pace Foundation, MRF Racing www.mrftyres.com

MRF TYRES, India's No. 1 tyre manufacturing company manufactures an extensive range of superior quality tyres in six production facilities in India. MRF exports its products to over 75 countries worldwide - a standing testimony to MRF's outstanding leadership. Madras Rubber Factory, popularly known as MRF, is a major tyre manufacturing company located in Chennai, Tamil Nadu, India.The name was later changed as "Manorama Rubber Factory". MRF is mainly involved in making vehicle tyres. It is India's largest tyre manufacturing company, and among the dozen largest worldwide. It exports to more than 65 countries.MRF is the sister concern of the leading malayalam daily "Malayala Manorama".The founder of the MRF, Mr.K.M.Mammen Mappilai was the brother of late Mr.K.M.Mathew, ex-chief editor of "Malayala Manorama" COMPANY ACHEIVMENTS : 2007 MRF Ltd launches premium truck tyre Super Lug 50-FS. 2008 -MRF wins the JD Power award again for the 6 time. 2011 MRF Ltd inaugurated its 7th manufacturing facility at Ankanpally near Hyderabad, exclusively for radial tyres. 2011 MRF Ltd crosses gross revenue mark of 10,000 crores.
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Sports MRF has been involved in the development of cricket through its sponsorship of many cricketers and MRF Pace Foundation. At one point of time, MRF was the bat sponsor of world-class batsmen including Brian Lara, Sachin Tendulkar, and former Australian captain Steve Waugh. MRF currently sponsoring Gautam Gambhir and Rohit Sharma. At IPL 2010, MRF got the charge of the moored balloon floating above the cricket grounds. It contained a high-definition camera recording live actions of the cricket match. Sponsorships Sachin Tendulkar(19942009) India - Gautam Gambhir and Rohit sharma (2011) India Gautam Gambhir, Rohit Sharma Products MRF is the leading manufacturer of tyres in almost all segments. Being driven by technology and product innovation, every tyre that comes out is of the highest standards and tested to weather the toughest conditions take on any road. MRF has diverse business interests which also include Pretreads, Paint and Coats and Toys. Services MRF offers a whole host of services to its customers, ranging from helping them pick the tyre of their choice to helping them maintain their vehicle. Exports MRF exports tyres and conveyor belts to over 65 countries in America, Europe, Middle East, Japan and the Pacific region. These markets are serviced by our offices in Dubai, Vietnam and Australia.

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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. Company Perform: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) 2008 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 2007 to 2008 (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 2008 (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.

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PRODECT 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.

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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'j 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

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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.

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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

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PROBLEM IDENTIFICATION: The recognition of a need or problem is likely to occur when 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.

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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.

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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.

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CHAPTER-IV DATA ANALYSIS & INTERPRETATIONS

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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%

45 40 35 30 25 20 15 10 5 0 Number of Respondents Below 5,000 12 20 28

40

12%

20%

28%

40%

Percentage 10,000 15,000 Above 15,000

5,000 10,000

Interpretation:

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.

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2. Table showing Nature of customers

Options Rural Semi-Rural Urban Total

Number of respondents 24 28 48 100

Percentage 24% 28% 48% 100%

120 100 100 80 60 40 24 20 24% 0 Number of respondents Rural Semi-Rural Urban Percentage Total 28% 48% 100% 28 48

Interpretation:

The above table shows information regarding place of the respondents. 24% of the respondents belongs to rural. 28% of the respondents belongs to semi-rural. 28% of the respondents belong to urban.

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3. Table showing possession of the two wheeler vehicle.

Vehicle tyres posses (options) Motor Cycle Scooter Moped Heavy Vehicle Total

Number of respondents

Percentage

40 12 12 36 100

40% 12% 12% 36% 100%

Chart Title
120 100 100 80 60 40 20 100% 0 Number of respondents Percentage Motor Cycle Scooter Moped Heavy Vehicle Total

Interpretation:

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 posses moped. 18% of respondents posses heavy vehicles.

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4. The table showing suggestion of purchase M.R.F. Option Friends Relatives Advertisement Personal Interest Total Number of respondents 16 20 44 20 100 Percentage 16% 20% 44% 20% 100%

120 100 100 80 60 44 40 20 0 Number of respondents Friends Relatives Advertisement Percentage Personal Interest Total 16 20 20 16% 20% 44% 20% 100%

Interpretation:

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.

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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%

100 100 90 80 70 60 50 40 30 20 10 0

44 20 20 16% 20% 4% 20% 100% Number of respondents Price Durability Brand Image Percentage Availability Total

16

Interpretation:

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.

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

Time period of getting repairs (option) Frequently Very Frequently Rarely Very Rarely Total

Number of respondents

Percentage

4 4 60 28 100

4% 4% 60% 28% 100%

100 100 90 80 70 60 50 40 30 20 10 0

60

28 4 4

4% 4% 60% 28% 100% Percentage Rarely Very Rarely Total

Number of respondents Frequently Very Frequently

Interpretation:

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.

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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%

100 100 90 80 70 60 50 40 30 20 10 0

30 20

30 20 20% 30% 30% 20% 100%

Number of respondents Very Good Good Average

Percentage Below Average Total

Interpretation:

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.

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8. The table showing assistance from dealer in maintaining M.R.F. Tyres.

Opinion Yes No Total

Number of respondents 60 40 100

Percentage 60% 40% 100%

100 100 90 80 70 60 50 40 30 20 10 0

60 40

60% Number of respondents Yes No

40% 100%

Percentage Total

Interpretation:

The above table shows regarding respondents of getting assistance from dealer in maintaining M.R.F. tyres. 60% of respondents was yes. 40% of respondents was no.

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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 40 20 0 56 44

100

44% 56% 100% Number of respondents Percentage Yes No Total

Interpretaion:

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.

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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%

100 100 90 80 70 60 50 40 30 20 10 0

50

20 10

20 50% 20% 10% 20% 100%

Number of respondents First Position Second Position

Percentage Third Position Fourth Position Total

Interpretation:

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.

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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%

100 100 90 80 70 60 50 40 30 20 10 0

50 30 20 50% 20% 30% 100% Number of respondents J.K. Tyres Ceat Percentage Good Year Total

Interpretation:

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.

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Table Showing Response Regarding The Quality Of MRF Tyres

Options Superiar Average Poor Total

Number of Respondents 35 45 20 100

100

Percentage 35% 45% 20% 100%

100 90 80 70 60 50 40 30 20 10 0

35 25

40

35% SUPERIOR

25% AVERAGE POOR

40% TOTAL PERSENTAGE

100%

NUMBER OF RESPONDENTS

Interpretation: On the above table was show the respondents for M.R.F. tyres. 35% of respondents opinion that our tyres is SUPERIOR than others Tyres. 45% of

respondents opinion that our tyres is AVERAGE than others Tyres. 20% of respondents opinion that our tyres is POOR than others Tyres.

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CHAPTER V CONCLUSIONS & SUGGESTIONS

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CONCLUSIONS

1.

Majority of the customers are satisfied with the product quality but still large number of customers felt the quality of MRF tyres is average.

2. 3. 4. 5. 6.

Most of the consumers told that price should be kept reasonable. More show rooms should be open. Consumer came to know about M.R.F. tyres through advertisements. Maximum respondents are satisfied with dealers service. Improve the quality at reasonable price.

SUGGESTIONS

1.

The company has to feel that to improve the MRF tyres quality by changing the manufacturing style and increase grips on the tyre.

2. 3.

Increase more number of dealer to extend the MRF tyres business in rural areas. It is recommended that the company should increase the availability of Tyres in no.of retail outlets.

4. 5.

Try to increase the availability of tyres and try there be no defect in perforation of the tyre. 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.

6.

It is advised that the company should spend more amount in advertising for creating more awareness in the consumers and to increase sales.

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7. 8.

The company has to take necessary steps to prevent the duplication in rural areas. The credit policy of the company should to be liberalized to motivate the dealers.

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GENERAL QUESTIONNAIRE CONSUMER BEHAVIOUR towards MRF Tyres

Name Age Gender Occupation

: _____________________________ : _____________________________ : _____________________________ : _____________________________

1)

What is your monthly Income ? a) c) Below 5000 10,000 15,000 b) d) 5000 to 10,000 15,000 above

2)

What kinds of vehicle do you posses ? a) c) Motor Cycle Moped b) d) Scooter 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) c) Price Brand Image b) d) Durability Availability

5)

What is your response regard the quality of the MRF tyres ? a) Superior b) Average c) Poor How do you rate the price of the MRF tyre a) High b) Reasonable c) Low

6)

7)

How often MRF tyres getting repair ? a) Frequently b) Very frequently c) Rarely d) Very rarely

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8)

Are you getting assistance from dealer after purchasing MRF Tyres a) Yes ( ) b) No ( )

9)

What do you feel about services of dealer ? a) Very good b) Good c) Average d) Dealer Have you find any manufacturing defects in the Tyre after your purchasing? a) Yes ( ) b) No ( )

10)

11)

What is the market position of the MRF tyre ? a) First b) Second c) Third d) Fourth According to your knowledge which company is the main competitor for MRF Tyres a) J.K. Tyres b) Ceat c) Good Year Have you ever bought a new two-wheeler tyre ? Yes ( ) No ( )

12)

13)

14)

Did you change both the tyre at the same time or one at a time ? Both at the same time ( ) One at a time ( )

15)

Is your present tyre of the same make as the previous tyre ? Yes ( ) No ( )

16)

How did you decide that your tyre needed replacement ? a) b) c) d) e) Decide on your own Advised by your macanic Advised by your friend Advised by you service station man Any other place specigy_________

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17)

How did you buy your tyres ? a) b) c) d) You bought them personally from the nearest shop You bought them personally from the specific dealer You asked your machanic to buy them You asked your friend to buy them

18)

What are the factors cosidered when you bought the tyre ? a) b) c) d) e) Company name Price of the tyre Brand name Past Experience Advertising

19)

Have you ever retreaded your two-wheeler tyre ? a) Yes ( ) b) No ( )

20)

Are you satisfied with the overall performance of your present tyre ? 1 2 3 4 Very comfortable MRF tyres 5

Very satisfied

21) What are the suggestions that you offer for improving the sales of in the present competition.

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BIBLIOGRAPHY

49

BIBLIOGRAPHY

1. MARKETING MANAGEMENT PHILIP KOTLER.

2. CONSUMER BEHAVIOUR LEON G. SCIFFMAN 3. MARKETING MANAGEMENT RAMASWAMY & NAMA KUMARI

4. MARKETING RESEARCH

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

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