A

TRAINING PROJECT REPORT

ON
A Study of Customer Perception with special reference to
TVS Motors

A Training Project Report

Submitted in partial fulfillment of the requirements for the
Award of the degree of
Bachelor of Business Administration
University of Kota , Kota (Raj.).

Academic Session 2014-2015

Submitted to: -

Submitted by:-

Mrs. PRIYA CHOUDHARY

Mr. VISHAL BHARGAVA

Lecturer (MIMT)

BBA-III YEAR

MODI INSTITUTE OF MANAGEMENT AND TECHNOLOGY, KOTA

Affiliated To University Of Kota, Kota (Rajasthan)

PREFACE
Good decisional research project result in helping to make the best decisions
that can be made at the least cost of making it.
Marketing is a subject for all people and all seasons. We all live be exchanging
something so marketing is the study of exchange process, how transitions are
initiated, motivated, facilitated, and consummated.
Marketing management deals with how organizations and people can better
manage their exchange activities to produce income for themselves and
satisfaction for others. Marketing consist of asset of principles for choosing
target markets, evaluating customer needs, developing wants satisfying
products and service, and delivering value to customers and profit to the
company. Effective marketing decisions are based on sound information; the
function of marketing research is to provide information that will assist
marketing managers in making decisions.
The report is a humble attempt to sketch the various important attempts of
promotional activities of TVS Motors.
This project report will helpful in analysis the costumer perception and how this
helps TVS Motors to make increase in sales.

ACKNOWLEDGEMENT

I feel immense pleasure in expressing a whole hearted thanks to all the officials
who have guided me all the way through my training in the organization of
Maheshwari Motors, Kota.
I express my deep gratitude to Mr. Anil Maheshwari (Managing Director),
Mr. Pankaj Gupta (Sales Manager) of Maheshwari Motors, Kota. Provided
me an insight into the working in Maheshwari Motors that enhanced my
knowledge and with their support & cooperation this training has taken a
presentable form.
Its a pleasure of the researcher to have guidance Mrs.Priya Choudhary

of

Lecturer MODI INSTITUTE OF MANAGEMENT AND TECHNOLOGY, KOTA in

for his valuable suggestion & encouragement I express my sincere
acknowledgement to efforts of the personnel of various personnel of
Maheshwari Motors whose informative guidance motivated me to understand
various dynamics of the Maheshwari Motors.

VISHAL BHARGAVA

DECLARATION

I hereby declare that the presented report entitled A Study of Customer

Perception with special reference to TVS Motors is based on the original
work and indebtedness on other work \ publication has been duly acknowledged
at relevant place.

Submitted By:
VISHAL BHARGAVA
BBA Part-III

EXECUTIVE SUMMARY

It would be safe to say that most companies engage in some form of

promotional activity every day of the year. Promotion is one of the four Ps of
marketingprice, product, place, and promotion. Promotion is generally
thought of as a sequence of activities designed to inform and convince
individuals to purchase a product, subscribe to a belief, or support a cause. All
of the various tools available to marketing managers for promotional activities
constitute what is known as the promotional mix.
Marketing managers use different components of the promotional mix as tools
for achieving company objectivesadvertising, personal selling, public
relations, and sales promotion. Each of these elements can be further divided
into additional subcomponents or strategies. The majority of a company's
promotional resources are usually spent on these four elements for a simple
reason: Companies perceive these methods as the most effective means to
promote their products. Other specialized promotional techniques, however, are
also used to enhance promotional objectives.
TVS Motor is the third largest two-wheeler manufacturer in India and ranks
among the top ten globally. It is the first company in the world to be honoured
with The Deming Prize for Total Quality Management. The company was the
first in India to launch 2-seater 50cc moped and 100cc Indo-Japanese
motorcycles. At present TVS Apache, TVS Victor, TVS Scooty, TVS Centra
and TVS Fiero are the popular bikes in Indian market.

In meeting customers' requirements and measuring customers' satisfaction

indexes, customer perception should be definitely a key consideration.
Qualified services in the operation execution layer, technical management layer
and business development layer are necessary. However, it is even more
important to efficiently understand customer expectations and make efforts to
exceed their expectations. Therefore, customer perception management
becomes a central topic. Frankly speaking, among all indexes in customer
satisfaction management, the biggest challenge is customer perception
management, or customer perception satisfaction.
The main objective of this study is to know the customer perception regarding
TVS product line.

CONTENTS

S.No.

TOPIC

Chapter I

Company Profile

Chapter II

Conceptual Frame Work

Chapter- III

Project Profile

Chapter- IV

Research Methodology

Chapter VI

Findings, Conclusion and Limitation

Chapter VII

Suggestion & Recommendations

Bibliography
Appendices

CHAPTER 1
COMPANY PROFILE

TVS MOTOR COMPANY LIMITEDAN INTRODUCTION

"Inspiration In Motion"

TVS Motor Company is one of the premiere automobile companies in India. The word TVS
stands for TV Sundaram Iyengar and Sons Limited which is the holding company for the
TVS Group of companies. The firm is engaged in the manufacturing of almost all kinds of
automotive components, two wheelers and a few other industrial products. The company was
founded by TV Sundaram Iyengar in 1911. The company is headquartered in Chennai and its
manufacturing and R&D units are located at Mysore and Hosur, near Bangalore, and Baddi
in Himachal Pradesh. TVS Motor Company is the first two-wheeler manufacturer in the
world to be honored with Deming Prize for Total Quality Management.
TVS Motor is the third largest two-wheeler manufacturer in India and ranks among the top
ten globally. It is the first company in the world to be honoured with The Deming Prize for
Total Quality Management. The company was the first in India to launch 2-seater 50cc
moped and 100cc Indo-Japanese motorcycles. At present TVS Apache, TVS Victor, TVS
Scooty, TVS Centra and TVS Fiero are the popular bikes in Indian market. TVS Motor
Company is the only two-wheeler company in the world to be awarded the world's most
prestigious and coveted recognition in Total Quality Management. Technology Award 2002
from Ministry of Science, Government of India for the successful commercialization of
indigenous technology for TVS Victor. Asian Network for Quality Award 2004 - TVS Scooty
Pep won the prestigious 'Outstanding Design Excellence Award' from Business World and
National Institute of Design. The 'Good Advertising' award by Auto India Best Brand Awards
2009. TEAM TECH 2007 Award - TVS Motor Company bags TEAM TECH 2007 Award of

Excellence

for

Venu Srinivasan
Chairman
&

Integrated

use

of

Computer

Aided

Engineering

Technologies.

Senior Management
K.N.Radhakrishnan
Managing

President & CEO

Director
H. Lakshmanan
Director
T. Kannan
Director
C.R. Dua

H.S. Goindi
President - Marketing & Sales
Harne Vinay Chandrakant
President NPI
S.G. Murali
Executive Vice President

Director

Finance
Company Secretary
K.S. Srinivasan

K.S. Bajpai
Director
R. Ramakrishnan
Director
Prince Asirvatham
Director

Quick Facts
Founder

T V Sundaram Iyengar

Country

India

Year of Establishment

August 1980 (TVS Group in 1911)

Industry

Manufacturing of two-wheelers and auto components

Business Group

TVS Group

Listings & its codes

NSE
TVS - Suzuki Ltd: TVSSUZUKI
TVS Motor Company Limited: TVSMOTOR
TVS Motor Company Limited: TVS-SUZUKI

BSE
TVS Motor Company Ltd.: 532343
Head Office

TVS Motor Company

Jayalakshmi Estates V Floor
8, Haddows Road, Chennai - 600006
Tel.: +(91)-(44)-28272233
Fax: +(91)-(44)-28257121

Factory

Post Box No. 4

Harita, Hosur - 635 109
Tel.: +(91)-(4344)-276780
Fax: +(91)-(4344)-276878
Post Box No.1
Byathahalli Village, Kadakola Post
Mysore - 571 311
Tel.: +(91)-(821)-2596561
Fax: +(91)-(821)-2596550/ 2596553

Website

www.tvsmotor.in

Milestones of TVS Motor

1980

India's first 2 seater 50cc Moped TVS 50, launched in Aug.

1984

First Indian Company to introduce 100cc Indo-Japanese

motorcycles in Sept.

1994

Launched first indigenous Scooterette (sub-100 cc variomatic

scooters), TVS Scooty in June.

1996

Introduced first catalytic converter enabled motorcycle, the 110cc

Shogun in Dec.

1997

Launched India's first 5-speed motorcycle, the Shaolin in Oct.

2000

Launched TVS Fiero, India's first 150 cc, 4 stroke motorcycle in

April.

2001

Launched TVS Victor, 4-stroke 110 cc motorcycle, in August,

India's first fully indigenously designed and manufactured
motorcycle.

2004

Launched TVS Centra in January, a world-class 4-stroke 100 cc

motorcycle with the revolutionary VT-i Engines for best-in-class
mileage.

Launched TVS Star in Sept, a 100 cc motorcycle which is ideal for

rough terrain.

Company Flashback
TVS Motor Company Limited is the flagship company of TVS Group, the USD 2.2
billion group. The Group is the third largest two-wheeler manufacturer in India and globally
among the top ten, with an annual turnover of over USD 650 million.

Currently, the group has more than 30 companies and employs over 40,000 people
worldwide. With steady growth, expansion and diversification, it commands a strong
presence in the manufacturing of two-wheelers, auto components and computer peripherals.
They also have vibrant businesses in the distribution of heavy commercial vehicles (HCV)
passenger cars, finance and insurance.

1980 is the red letter year for TVS when India's first two-seater moped rolled out. It ushered
in an era of affordable personal transportation.
Globally, TVS Motor Company is the first two-wheeler manufacturer to be honoured with
the hallmark of Japanese Quality - The Deming Prize for Total Quality Management. Indian
automobile industry has grown leaps and bounds since 1898, a time when a car hadtouched
the Indian streets for the first time. At present it holds a promising tenth position inthe entire
world with being number two in two wheelers and fourth in commercial
vehicles.Withstanding a growth rate of 18% per annum and an annual production of more
than 2million units, it may not be an exaggeration to say that this industry in the coming
years willsoon touch a figure of 10 million units per year.Besides a steady growth in India's fiscal
system, the expansion of Indian middle class hasalso played a major role in drawing the
attention of international auto manufacturers towardsthe Indian Automobile Market.
Moreover, India is one nation which provides skilledworkforce at cut-throat prices making
itself a preferable manufacturing centre. Themagnetism of the Indian markets and the decline
of global auto industries such as Japan,Europe and US have triggered the influx of new conglomerates
along with huge capitalinvestments in the sector. Overseas auto players like Suzuki, Hyundai,
Honda, etc have their manufacturing units in India and are maximum utilization of their
Indian functions to expandtheir business.As per a recent research conducted by Deloitte, 2020
will witness the emergence of at leastone Indian auto firm that would not only feature among
the best six car manufacturers butwould also dominate the international auto sector.
Moreover, the global car sector wouldwitness an enormous competence building in lowpriced nations like India and China as mostof the producers would alter base from industrial regions.
Domestic Automobile Market
As per statistics launched by Society of Indian Automobile Manufacturers (SIAM),
the passenger car transactions in domestic market have surged to 145,905 units in January 2011against the
2010 sales of 110,300 units. This indirectly refers to the 32.28% growth in thedomestic car

sales. In January 2010, the total sales of automobiles grew to 1,114,156 units ascompared to the
previous fiscal year's 768,698 units sales.
Segments of Indian Automobile Market
Two-wheelers In this segment, motorcycles accounts for major Indian Automobile
marketshare. The chief players in this segment is Hero Honda which delivers 50%
motorbikes to theIndian market besides sharing 46% in scooter market and TVS for 82% in moped
market.Three-wheeler Around 41% of the three-wheelers in India is utilized for merchandise
transfer purpose. In this segment Piaggio and Bajaj are the leading players with 40% and 68% of market
share respectively. TVS motors is a new entrant in this segment

TVS Brands
TVS Apache
TVS Apache RTR FI 160
TVS Centra
TVS Fiero FX
TVS Flame
TVS Scooty
TVS Star
TVS Victor
TVS Victor GLX 125
TVS XL Super

About the Company

TVS Motor Company Limited is the third largest two-wheeler manufacturer in
India and globally among the top ten. It is the flagship company of TVS Group,
a USD 2.2 billion conglomeration of companies. At present, the group is
comprised of more than 30 companies and employs more 40,000 people
worldwide. Its dealer and service network is widely spread in India.
TVS has enjoyed a steady growth since its inception. It has continuously
expanded and diversified, and brought in new verticals within its fold. Today it
boasts a strong presence in the manufacturing of two-wheelers, auto
components and computer peripherals. The company is also involved in the
distribution of heavy commercial vehicles, cars, finance and insurance. With
such a portfolio, the company contributes a lot to Indian economy.
The company launched the first of its two-wheeler product in 1980. It was a
50cc moped, which was successful because of its capability to carry two people.
It collaborated with Suzuki Motor Corporation of Japan, for the manufacture of
100 cc motorcycles under the brand name of Ind-Suzuki Motorcycles.
Subsequently, the company changed its name to TVS Suzuki Ltd. However, the
collaboration with Suzuki was only for motorcycles. The collaboration with
Suzuki ended in 2001 and thereafter, the name was changed to TVS Motor
Company. The company has set up an overseas manufacturing unit in
Indonesia.

 TVS Apache
TVS Apache is an exciting offer from TVS. A powerful blend of
contemporary design and engineering, TVS Apache is superbly styled with
fantastic finish. The mighty machine has sleek finish with lines that flow
smoothly and seamlessly.
TVS Centra
TVS Centra is an efficient bike in the popular 100 cc segment in India.
Thanks to the VTI (Variable Timing Intelligent) engine technology, it is one
of the most fuel efficient bikes in India. Coming with a slew of innovative
technologies and superb design, the bike promises style, mileage and riding
comfort.
TVS Fiero F2
TVS Fiero FX 2 is a dynamic looking body with lots of power packed
features. The all-new twin pod instrument cluster comprises the speedometer
and trip tachometer. Triple rated 5-step shock absorber at the rear and
hydraulically damped front suspension imparts stability and comfort.

TVS Scooty Pep+

TVS Scooty Pep+ is an addition on TVS Scooty Pep. The two-wheeler has
been successful all over the market due to its sleek dual tone body with
complementary colored mirrors, appealing body lining and 5 different types
of metallic colors.

 TVS Star
The TVS Star is TVS' entry-level bike that challenges the dominance of the
Bajaj CT 100 in the economy-segment. TVS has launched different kinds of
motorcycles which are marketed with all customized specifications.

TVS Super XL
TVS Super XL has been incorporated with all features a two-wheeler needs to
sell itself. The vehicle has been designed with rural vehicles in mind. With
proper safety, speed and easy-to-ride features, it has been able to taste success
in its target market.

TVS Victor
TVS Victor is an impressively styled powerful motorcycle. The bike is available
in new graphics and alloy wheels, which accentuate its sporty style. The fuel
tank has rounded lines with an aircraft styled fuel filler lid.

TVS Motor Company Limited - Company Profile Snapshot

Company Profile

TVS Motor Company Limited

Ticker

532343

Exchanges

BOM

2009 Sales

37,467,000,000

Major Industry

Automotive

Sub Industry

Diversified Automotive Mfrs.

Country

INDIA

Employees

4104

Business Description
TVS Motor Company Limited. The Group's principal activity is to manufacture
and sell motor cycles and components. The Group operates in two segments:
Automotive Vehicles and Automotive Components. Automotive Vehicles
include motorcycles, mopeds, ungeared scooters and three wheelers. The
products of the Group include TVS Apache, TVS Scooty, TVS Fiero, TVS
Super XL, TVS Victor, TVS Centra, and TVS Star etc. Its plants are located at
Hosur, Tamil Nadu, Mysore, Karnataka and Solan, Himachal Pradesh.

TV Sundaram Iyengar and Sons Limited (TVSs) is the holding

company for the TVS Group of companies engaged in the manufacturing of
various automotive components, two wheelers and a few other industrial

products. They are also into the financial services sector. The turnover of the
entire group was close to $2 billion in 2003.
TVS was founded by T. V. Sundaram Iyengar in 1911.
It is the only automotive manufacturer in India to get the prestigious Deming
Prize. One of its subsidiaries Sundaram Clayton was the first company in India
to receive the Deming followed by Sundaram Brake Linings also getting the
Deming Prize. This prize is "given to organizations or divisions of organizations
that have achieved distinctive performance improvement through the
application of TQM in a designated year."[2] Sundaram Clayton went on to be
awarded the Japan Quality Medal.The TVS group of companies is mainly
situated in Padi, Tamil Nadu, in the outskirts of Chennai (formerly Madras).

THE MAJOR PRODUCTS

Motorcycles
TVS AX 100
TVS Fiero
TVS Samurai
TVS Shaolin
TVS Shogun
TVS Apache (150 cc,13.7 Ps @8500rpm)
TVS Apache RTR 160
TVS Apache RTR 160 EFI (Electronic Fuel Injection)
TVS Apache RTR 180 (17.3ps)
TVS Centra
TVS Fiero
TVS Fiero F2
TVS Fiero FX
TVS Flame
TVS Flame (125 cc,ccvti technology)
TVS MAX 100
TVS MAX R 100
TVS Star
TVS Star City
TVS Star Sport

TVS Supra
TVS Victor (110 cc)
TVS Victor EDGE (125 cc)
TVS Victor GLX (125 cc)

Scooterettes
TVS Scooty KS (60 cc) (2nd Largest used Scooter in India)
TVS Scooty ES (60 cc)
TVS Scooty Pep (90 cc) (3rd largest used scooter in India)
TVS Scooty Pep + (90 cc)
TVS Teenz (60 cc)
TVS Streak (90 cc)
Launch: 8 December 2006, Engine Volume: 65cc, Top Speed: 50
km/h, Mileage: 3035 km/l, Colors: Black, Red, violet.
TVS Teenz Electric
Stepthru
TVS NEO 110
Mopeds

TVS 50 (The most used moped in India and its subcontinent, has been
manufactured 11, 26,325 (its variants and derivates included) times
(August 2005) and still going on in service.
TVS XL (60 cc)
TVS Eco
TVS Champ (50 cc)
TVS Super Champ (60 cc)
TVS Sport (70 cc)
TVS XL Super (70 cc)
TVS XL Super Heavy Duty (70 cc)

Star of Asia Award to Mr. Venu Srinivasan, CMD TVS Motor Company by
Business Week International.
He was also honored with Doctorate in Science by University of Warwick,
United Kingdom.
Mr Venu Srinivasan was conferred with the prestigious JRD Tata Corporate
Leadership Award for the year 2004.

SAP ACE AWARD 2007 for TVS MOTOR COMPANY

New Delhi, 27 August 2007:
TVS Motor Company Limited has won this years SAP ACE 2007
Awards for Customer Excellence in the Most Innovative Net weaver
Category. An eminent jury comprising of powerful industry names judged the
company on various stringent parameters including use of SAP solutions to
enable strategic decision making, SAP as a change agent for business
transformation and to manage growth.
This award is the result of several SAP implementations that we
have put in place at TVS Motor Company to effectively manage the supply
chain, which is a critical factor, especially for our new product introduction
process. Our speed is heavily dependent on the speed of our suppliers and the
entire supply chain. An apt example would be our dealer management system,
which enables us to get product performance, customer complaints etc. By
seamlessly integrating SAP, we have successfully reduced time for data
transfer, reduced time for error solving and also been able to provide online
support for the dealers says Mr. T G Dhandapani, CIO, TVS Motor Company,
who received the award on behalf of the company.
TVS Motor Company won the award for which fifty large enterprises
including the likes Titan Industries, Mahindra and other corporate were
nominated.
Application of SAP in new product development process has
resulted in 20% reduction in lead time. This has largely been effected by
supplier collaboration using Integrated Project Management. Also, it has
enabled early supplier involvement through web-enabled collaboration which
would reduce the design iteration and also contribute to improve lead time

for development Mr. Dhandapani added.

Last year, TVS Group company, Sundaram -Clayton had won the first
ever SAP ACE Awards for its innovative implementation in Discreet
Manufacturing Category.

Exports growth in FY2006 (YTD) vis--vis FY2005 (YTD)

Continuing with the exports expansion from last year, TVS has seen a robust
growth in its exports in the months of April till date as compared to the same
last year. Till now in this year the total exports numbers are up by 77 percent to
43,115 units.
Key Developments:
Planned capacity additions in two and three wheeler segments
The company is planning to significantly ramp up its production capabilities
domestically as well as abroad. In this direction it is setting up of a
manufacturing facility for two wheelers in Indonesia with an initial annual
capacity of 1.20 lakhs two wheelers. The investment of the project would be up
to Rs 225 crore. Also it is setting up a production facility for three wheelers in
the existing plant at Mysore with an initial annual capacity of 1.00 lakh vehicles.

The estimated cost of this project is Rs.100 crore. Further in Himachal Pradesh the company
is establishing a two wheeler manufacturing unit with an initial annual capacity of 3.00 lakhs
units at an estimated cost of Rs.90 crore. To fund these projects the company has already
organized a line of credit to the tune of Rs 437 crore. These enhanced capacities would
enable the company to meet the increasing market demand in the coming years.
Financial Performance:
Net Sales jumps by 20.3 percent
During June05 quarter, the continued growth in volume aided by new product launches
helped TVS motor to grow its topline by 20.29 percent. The net sales which were Rs 611.06
crore in Q1FY05 have reached to Rs 735.06 crore in Q1FY06. Total two wheeler sales have
jumped by 21.19 percent powered by 27.81 percent jump in the motorcycle sales and 65.7
percent rise in export sales. The other income of the company has surged by 64.42 percent in
Q1FY06 to Rs 11.54 crore as against Rs 7.01 crore in Q1FY05. Overall the total income of
the company has increased by 20.8 to Rs 746.6 crore which was Rs 618.07 crore in June04
quarter.
Valuations:
At the market price of Rs 100, TVS Motors is quoting at a price to earnings ratio of 17.55x
its TTM June05 earnings. Its EV/Sales is at 0.85x whereas its EV/EBIDT is at 8.87x.

COMPANY PERFORMANCE
New Product Launches and Initiatives
During the year 2008-09, the following significant variants were launched.
Scooty Streak

TVS Scooty Streak comes with a smartand sleek unisex styling. The sharp head
lamps, LED tail-lamps and contemporarystyling takes the Scooty Streak into a
different league making it the most stylish scooter for young girls.The LiTech
engine makes the Scooty Streak light, zippy and themost fuel efficient scooter
in its class.

Apache RTR RD

The Apache RTR 160 RD comes with a factory fitted 200mm Rear Petal Disc
Brake. With this, the Apache RTR adds anew performance dimension offering
Incomparable braking, thereby matchingthe aspirations of the youth of today for

a fast, muscular, powerfuland yet, totally safe two wheeler.

TVS Tru4 Oil

TVS Tru4, indigenously developed oil by the Company in association with

BPCL, is poised to become a global brand with initial exports to Sri Lanka and
Indonesia. This oil is specifically designed for improving the engine
performance significantly.

TVS MOTOR COMPANY LIMITED

Financial Highlights

DETAILS

Rupees in crores

2008-09

2007-08

2006-07

2005-06

2004-05

3,741

3,310

3,921

3,306

2,955

Profit before interest, depreciation and tax

189

132

203

275

291

Profit before tax

31

35

91

168

200

Profit after tax

31

32

67

117

138

1,036

1,043

1,003

794

770

24

24

24

24

24

Sales and other income

Net fixed assets

Share capital

Reserves and surplus

786

798

786

742

655

Networth

735

769

751

673

614

Total borrowings

906

666

634

385

187

Earnings per share (Rs.)

1.31

1.34

2.8

4.93

5.79

Dividend per share (Rs.)

0.7

0.7

0.85

1.3

1.3

30.63

32.04

31.29

28.04

25.58

Book value per share (Rs.)

TVS SCOOTERETTES/MOPED
MODEL

CAPACITY

TVS Scooty

TVS Scooty ES

59.9 CC

TVS Scooty Pep

74.6 CC
87.8 CC

TVS Pep Plus

TVS Spectra DX/AX

150 CC

TVS XL

69.9 CC

TVS XL Super

TVS XL Super HD

AWAITED MODEL OF TVS MOTORS

MODEL

CAPACITY

TVS Taurus Fiero F3

145.45 CC
TVS MOTORCYCLES

MODEL

CAPACITY

TVS Apache RTR

159.5 CC

TVS Centra

99.8 CC

TVS Flame

125 CC

TVS Fiero

147 CC

TVS Fiero F2

TVS Fiero FX

Suzuki Max 100

98.2 CC

Suzuki Max 100R

98.2 CC

Suzuki Samurai

98.2 CC

Suzuki Shogun

108.2 CC

Suzuki Shaolin

138.2 CC

TVS Star

99.7

TVS Star

TVS Star City

TVS Victor

TVS Victor GLX

124.8 CC

TVS Victor GX

109.3 CC
125

TVS Victor Edge

CHAPTER II
CONCEPTUAL FRAMEWORK

Meaning of Marketing: Marketing is defined by the American Marketing Association as the activity, set
of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and
society at large. The term developed from the original meaning which referred
literally to going to market, as in shopping, or going to a market to buy or sell
goods or services.

Marketing is an integrated communications-based process through which

individuals and communities discover that existing and newly-identified needs
and wants may be satisfied by the products and services of others.
What are Customers: Customers are the most important people ever, in the office, in person, by
mail or by telephone.
Customers are not dependent on company companies are dependent on
them.
Companies are not doing favors by serving them they are doing us favors
by giving us the opportunity to do so.
Customers are not cold statistics they are flesh-and-blood human beings
with feelings and emotions like our own, and with biases and prejudices.

CATEGORIES OF CUSTOMER

Perception: Perception is a mental process, where by an individual select data or

information from the environment, organize it & then drown significance or
meaning from it.
It is basically a cognitive or thinking process and an individuals activities,
emotions, feelings etc.

Customer Perception: The concept of customer perception does not only relate to individual customers
in consumer markets. It is also valid in business to business situations. For
example, a competitor benchmarking survey of a large industrial supplier
revealed that the market leader, although recognized for excellent quality and
service and known to be highly innovative, was perceived as arrogant in some
regions. If we take into consideration that there are about four other large
players with a similar level of quality and innovative ideas, this perceived
arrogance could develop into a serious problem. Customers here are well aware
the main characteristics of all the offerings available at the market are largely
comparable. So they might use the development of a new product generation of
their own to switch to a supplier that can serve them not better or worse, but
with more responsiveness and understanding.
Companies have done a lot to improve customer satisfaction and customer
relationships in the past. As discussed above, this will not be enough any more.
Any serious effort to manage customer perceptions starts with a good
measurement system. Companies must be truly willing to look at the whole
process of interaction through the customers eyes. For many companies, this

Two Wheelers in India was set up as a joint venture between TVS and Dunlop, UK in1960.
The company supplies wheels as Original Equipment to all major vehiclemanufacturers in
the country. Wheels India is entering into collaboration with Titan, theworld leader in offhighway vehicle wheels relating to earthmoving, construction andagricultural equipment.
Manufacturing Plants are located at Chennai, Tamil Nadu,Rampur, UP and Ranjangaon,
Maharashtra. Wheels India has a workforce of 100.Products and ServiceWheels for
commercial vehicle, cars, jeeps, tractors construction equipment / earth moverand defense
vehicle, wire wheels for export and air suspension systems for commercialvehicle.Launched
Models: 1. Indias first 2 seater 50cc Moped TVS 50, launched in Aug 1980. 2. First Indian
Company to introduce 100cc Indo-Japanese motorcycles in Sept 1984. 3. Launched Indias
first indigenous Scooterette (sub-100 cc variomatic scooters), TVS Scooty in June 1994. 4.
Introduced Indias first catalytic converter enabled motorcycle, the 110cc Shogun in Dec
1996. 5. Launched Indias first 5-speed motorcycle, the Shaolin in Oct 1997. 6. Launched
TVS Fiero, Indiaa first 150 cc, 4 stroke motorcycle, in April 2000.Launched TVS Victor, 4stroke 100 cc motorcycle, in august 2001; Indias first fullyindigenously designed and
manufactured motorcyclerequires a more or less extensive shift in mindset, since

most departments from development to sales will be involved.

To satisfy customers perception is the biggest challenge

In

meeting

customers'

requirements

and

measuring

customers'

satisfaction indexes, customer perception should be definitely a key

consideration. Qualified services in the operation execution layer, technical
management layer and business development layer are necessary. However, it is
even more important to efficiently understand customer expectations and make
efforts to exceed their expectations. Therefore, customer perception
management becomes a central topic. Frankly speaking, among all indexes in
customer satisfaction management, the biggest challenge is customer perception
management, or customer perception satisfaction.

As a matter of fact, one of the major characteristics of service is

intangible; hence the core value of services is not like a physical product but the
spiritual experience and perception of customers. The final aim and ideal effect
of service provisioning is to have customers perceive and enjoy the service.
Such perception is both at psychological and behavior levels, and it is the
contents of high quality life in the modern society. Customers are seeking for
material deliverables as well as perceptive enjoyment when purchasing a
service product. Since perceptive enjoyment is a vital service objective, one of
the key service management objectives shall be meeting customers' perceptive
enjoyment.

Customer perception, no matter how difficult to be measured, can be

improved via continuous practice.
It's always pleasant and easy to pursuing customers' perception, though
sometimes measuring it would be relatively difficult. Constantly taking
customers oriented and standing in their shoes to consider their requirements,
shall be the precondition of improving customers' perception. Furthermore the
key method of improving customers' perception is to fully understand,
elaborately configure, effectively manage, and exceed customers' expectations.
Huawei has set up 103 local and customized service organizations throughout
the world with its rapid development of global market, and it provides
telecommunication service for over one billion subscribers in more than 100
countries. Its excellent and stable service team, clear and efficient business
flow, and integrated and effective support platform are the foundation of
satisfying customers, meanwhile, there are more important elements which have

been attracting hundreds of telecommunication operators, such as timely

delivery, professional services, customized service portfolio without stopping
optimization, all-around managed services, and innovated business models, etc.
"Total Customer Satisfaction" and "Service Creates Value" truly reflect
the truth of establishing and developing win-win partner relationships with
customers. Whenever you are thinking what you can do for customers, how and
to what extent you shall serve the customers, or how to realize your
differentiated service value, please don't forget to think the question: "How to
improve customers' perception?" Let's practice together, do the right thing and
do it wisely.

Positive effects of increasing market share on customer

perception: Increasing market share can send out positive signals by acting as an
indicator of superior quality that is recognized by more and more other
customers. This effect is particularly strong for premium priced products.
Customers normally assume that a product must be of exceptional quality
if it can gain such an unexpected market success despite its high price.
Many brands offer positive emotional benefits of using a product that is
popular in the markets.
The value of a product or service can rise through increasing number of
users of the same product, e.g. number of members of an online
community, better availability of software for popular computer systems.

Negative effects of increasing market share on customer

perception: For premium and luxury products, customers may translate an increasing
market share into a loss of exclusivity and thus perceive it as less
valuable.
The quality of services may suffer if they are consumed by increasing
numbers of users. Diseconomies of scales and congestions can be
observed with busy airports and many other services so that customers
may look out for other providers that promise more timely service and
convenience.

CHAPTER III

PROJECT PROFILE

FUNACTIONAL AREA OF THE PROJECT

Functioning Activity: - Customer Perception regarding TVS Motors.
Customers perception is one of the most important things which a company
can not ignore because in todays competitive environment customer is the king
of market. Customer perception does not only relate to individual customers in
consumer markets. It is also valid in business to business situations.
Different customers have different perception regarding TVS Motors and its
products line. It is because different customer customers have different taste and
preferences. But TVS Motors doing their efforts in building image and
perception among its customer and in the market. And for this purpose TVS
Motors has adopted certain quality measure and objectives.

CUSTOMER SATISFACTION AND QUALITY

The continued improvement in quality of its products has resulted in the
company winning

several quality awards

as

well as

bringing in more

value for its customers. Last year, TVS Apache, which was awarded 'Bike of the
Year 2006' by several leading auto magazines, was chosen as the number
1 motorcycle brand in its class, in an all India customer satisfaction survey
conducted by TNS Automotive. Recently, TVS Apache won the 'NDTV Car &
Bike AAA viewers choice

Bike

of

the Year

2007'

award,

thus

reinforcing customer's preference.

During the year, the company offered a unique 5year warranty scheme for its
discerning TVS StaR customers.
TVS Motor is the third largest two-wheeler manufacturer in India and ranks
among the top ten globally. It is the first company in the world to be honored
with The Deming Prize for Total Quality Management. The company was the
first in India to launch 2-seater 50cc moped and 100cc Indo-Japanese
motorcycles. At present TVS Apache, TVS Victor, TVS Scooty, TVS Centra
and TVS Fiero are the popular bikes in Indian market.
This company has been honored with- The Deming Prize' for Total Quality
Management (TQM) with the hallmark of Japanese Quality.

OPERATIONS REVIEW
Quality
The Company has significantly improved quality of all its products through a
systematic task force approach.

Total Quality Management (TQM)

The Company has been using the philosophies of TQM as the corner stone of
its management. It has continued to benefit from100% participation of
employees in TQM activities for the third year in succession. The employees
have completed more than 1,300 projects through QC Circles and Cross
Functional Teams. Last year, the Company had carried out Theme based
suggestions' to improve the effectiveness. Overall during 2008-09, the
Company was able to achieve an average of 40 suggestions per employee.
Cost Management
The Company continues its rigour on costs through an effective deployment
system. Value engineering exercise and aggressive global sourcing projects are
being pursued, to reduce material cost to improve the profitability.

CHAPTER IV
RESEARCH METHODOLOGY

INTRODUCTION
Research methodology is a framework, a blue print for the research, which
guide the collection and analysis of data.
Research methodology is being framed in order to achieve the research
objectives. It is an expression of what is expected of the research exercise in
terms of result and the analytical input need to convert data into research
findings.
Research methodology minimizes the degree of uncertainly involved in the
management decisions. Research lays the structure for decision-making.

Objectives of the study

To know the meaning of perception.

 To understand the importance of customer perception.

To find out scope of customer perception.
To know what is the perception of customers regarding TVS brand or its
products.

RESEARCH DESIGN
A Research design is the basic plan that guides the collection, measurements
and analysis of data.
Type of Research: This research is descriptive in nature.
Descriptive research includes surveys and fact- finding enquires of different
kind. The major purpose of descriptive research is description of the state of
affairs as it exists at present. The main characteristic of this method is that
the researcher has no control over the variables.
The data collected here may relate to the demographic or the behavioral
variables of the respondents under study.
Research Instrument:
In the survey method I have used questionnaire as a research instrument
this is written & organization format contemning the entire question relevant
to solicited the required information.
Because of its flexibility the data is collected from large population about their
awareness attribute, opinion past present behavior to check that the
questionnaire surveys the necessary purpose it should be tested as a limited
scale and this is technically known as pilot survey.

This questionnaire consist multiple choices and some this close-ended

structured question are easy to summarize and there is no scope for
misinterpretation.

DATA COLLECTION
The decision-making must be objective and fact based in nature. This is
achieved by collecting and analyzing appropriate data. Data may be broadly
divided into two categories namely primary data & secondary data. The primary
data are those data, which are collected for the first time by the organization,
which have already been collected by some other agency but also can be used
by organization under considering. Primary data may be collected by
observation, oral investigation and questionnaire method or by telephone
interview. In this study, for primary data collection we have used questionnaire
method. This is written and in organized format containing all questions
relevant to soliciting type, in which all questions and answers is specified and
comments in the respondents own words are held to a minimum. The
unstructured questionnaire is useful in carrying out in depth interviews where
the aim is to probe for attitudes and reasons. For this study we are using
structured questionnaire (annexure-A) and carry out the personal interviews
with users and dealers. Some times we have carried out in-depth interviews and
observe the situation to get more in depth information about the topic. In the
structured personal interview method the information is likely to be more
accurate and reliable because the interviewer can clear up doubts and cross
check the respondents. Moreover this method is most flexible, no response is
very low, supervision & control is possible. Marketing researcher has a
choice of two main research instruments in collecting primary data i.e.

Questionnaire & mechanical device. For a better option I had gone for
Questionnaires. A Questionnaires consists of a set of questions presented
to

respondents

for

their

answers.

Because

of

its

flexibility,

the

Questionnaire is by far the most common instrument used to collect

primary data
For secondary data we have used the data prepared by TVS motor company.

SAMPLE DESIGN
Sampling indicates the selection of a part of a group or an aggregate with a
view to obtaining the information about the whole. This aggregate or totality of
all members is known as population although they need not be human beings.
For this study in designing the sampling the sampling plan, we have used the
non-probability convenience sampling method. The sampling units for this
study are consumer, retailers.
The suggestions of all above users may be very useful to improve the
customers perception. Who is to be surveyed? It should be defined in a
research plan the target population that will be surveyed. Once the
sampling unit is determined, a sampling frame must be developed so that
everyone in the target population has an equal or known chance of being
selected. As I had gone for random sampling, there is no need to go for
sampling unit
Who is to be surveyed? It should be defined in a research plan the
target population that will be surveyed. Once the sampling unit is
determined, a sampling frame must be developed so that everyone in
the target population has an equal or known chance of being selected.

As I had gone for random sampling, there is no need to go for

sampling unit

Limitation of study
Every research has its limitations; this research is not an exception in this
manner there are certain factors in conducting this research also, these are
Time constraint as we are using interview method that is more time
consuming especially when sample is scattered in large geographical
area.
Skilled manpower required in interview method the interviewer
has to visit the individuals, put question to them, which elicit the
relevant information about the subject of enquiry. This requires costly
skilled manpower.
Financial constraint the method used for this study is very
expansive
Secrecy of data some of the data are confidential and not to be
Published so we have limitation of information.

CHAPTER VII
FINDINGS AND CONCLUSION

FINDINGS & CONCLUSION

Perception is a mental process, where by an individual select data or
information from the environment, organize it & then drown significance
or meaning from it.
It is basically a cognitive or thinking process and an individuals
activities, emotions, feelings etc.
Different customers have different perception regarding TVS Motors and
its products line. It is because different customers have different choice
and preferences. But TVS Motors doing their efforts in building image
and perception among its customer and in the market. And for this
purpose TVS Motors has adopted certain quality measure and objectives.
TVS conduct the promotional activities but these activities are not much
more effective.
Promotional activities helps to create awareness of a brand in market,
which later on helps to increase the sales also creates good image.
The image of TVS brand is satisfactory. Mostly customers prefer this
brand because it offers its products at lower prizes.

CHAPTER VIII
SUGGESTIONS
&
RECOMMENDATIONS

SUGGESTIONS & RECOMMENDATIONS

A questioner system must used for knowing the perception of the
consumers because it helps in knowing the perception of the consumers
and their attention on promotional activity.
These promotional activities must be conducted timely or regularly so as
to increase the effectiveness of these activities.
As most of people think that TVS lower segment bike are not much
powerful as they are shown. So it is a major reason behind the negative
perception. So company must made some changes in its lower segments
bikes.
Public relation, publicity are much more effectives for TVS. So TVS
must give more attention on these promotional activities because it helps
them to the negative perception of customers in positive.

The company should give advertisement of CBZ X-TREME in all the

advertising medias.

The company should show good qualities of CBZ X-TREME in

comparison of the other bikes.

The company should mention the after sales services provided by them in
the advertisement of CBZ X-TREME

They should make the advertisement by using one of the best pairs of the
bollywood.

They should show in their advertisement that CBZ X-TREME is

affordable for middle class people.
They should display the hoardings of CBZ X-TREME at the petrol
pumps, bus stations, railway station etc.

It is shown in the advertisement of CBZ X-TREME that it gives more

mileage with less cost in comparison of the other bikes.

They can also display the public reviews about the CBZ X-TREME in
the advertisement.

BIBLOGRAPHY

BOOKS:-

 Agarwal, P.K., Marketing Management, Pragati Prakashan, Meerut,

Second Edition 1999
Kotler, Philip, Marketing Management, Pearson Education (Singapore)
Pte. Ltd; New Delhi, Eleventh Edition.
Kothari C. R., Research Methodology Methods & Techniques, New
Age International Publishers, New Delhi, Second Edition.
AzarKazmi, Batra Advertising and Sales Promotion, Excel Book,
Burnett, John J., Promotion Mgt., A.I.T.B.S.

WEB SITE SAMPLE:

www.tvsmotorsltd.com
www.google.com

APPENDICES
Motorcycle

Apache RTR 160CC

Apache 150CC

Metro - 100CC

Star LX - 100CC

Victor GLX - 125CC

Victor GX -100CC

Max 100CC

Scooterette

Scooty Streak - 90CC

XL Super - 2 Stroke 70CC

Scooty Pep + - 90CC

XL HD - 2 Stroke 70CC