A STUDY ON CUSTOMER BUYING

BEHAVIOUR WITH SPECIAL

REFERENCE TO RAJVIJAY TVS
CUDDALORE

PROJECT REPORT

Submitted by

R.AJAY

REGISTER No: 18MBA502

Under the Guidance of

Mr. S.VAIDHEESWARAN., B.E., M.B.A.,

Associate Professor,

Department of Management Studies

In partial fulfillment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

MANAKULA VINAYAGAR INSTITUTE OF TECHNOLOGY

PUDUCHERRY- 605 107
SEPTEMBER- 2019
 MANAKULA VINAYAGAR INSTITUTE OF
TECHNOLOGY

PONDICHERRY UNIVERSITY

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that the project work entitled “A STUDY ON CUSTOMER

BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO RAJVIJAY TVS
CUDDALORE” is a bonafide work done by R.AJAY [REGISTER No: 18MBA502] in partial
fulfillment of the requirement for the award of Master of Business Administration by Pondicherry
University during the academic year 2019 – 2020.

GUIDE HEAD OF THE DEPARTMENT

Submitted for Viva-Voce Examination held on

EXTERNAL EXAMINER
 TABLE OF CONTENTS

CHAPTER TITLE PAGE. No.

ACKNOWLEDGEMENT i

ii
ABSTRACT
iii
LIST OF TABLES
iv
LIST OF CHARTS
v

I INTRODUCTION 1

II OBJECTIVES OF THE STUDY 14

III REVIEW OF LITERATURE 15

IV RESEARCH METHODOLOGY 31

V ANALYSIS AND INTERPRETATIONS 39

FINDINGS OF THE STUDY

79
VI SUGGESTIONS & RECOMMENDATIONS

CONCLUSION

ANNEXURE

(i) QUESTIONNAIRE
(ii) BIBLIOGRAPHY
 ACKNOWLEDGEMENT
I express my sincere thanks and deep sense of gratitude to our MANAGEMENT OF

MANAKULA VINAYAGAR INSTITUTE OF TECHNOLOGY, Pondicherry, and Shri. M.

DHANASEKARAN, Chairman & Managing Director and Shri. S. V. SUGUMARAN, Vice-

Chairman & Secretary SMVE trust to provide necessary and essential infrastructural facilities to

do this project.

I am extremely grateful to Our principal Dr. S. MALARKKAN, to provide necessary and

essential facilities to do this project.

I express my sincere thanks and deep sense of gratitude to our Head of the Department,

Prof. Dr.P.BASKARAN, Department of Management Studies for providing me with an

opportunity to study and to do this project.

I express a deep sense of gratitude to my Guide Mr. S.Vaidheeswaran., B.E, MBA,

Associate Professor, Department of Management Studies, for his encouragement, support and

guidance to complete this project work successfully.

I convey my heartiest Thanks to Mr. VIJAYAKUMAR, MANAGINING DIRECTOR

AT RAJVIJAY TVS, CUDDALORE, who kindly granted permission to do this project report in
his esteemed organization.

Finally I express my sincere thanks to all my family members and friends for their co-
operation in completion of this project report. Also I thank almighty for this immense blessing.

AJAY.R
 ABSTRACT

The study is an outcome of the topic called “TO STUDY ON CUSTOMER BUYING

BEHAVIOUR WITH SPECIAL REFERENCE TO M/s. RAJVIJAY TVS, CUDDALORE”.

The study was undertaken at chellanguppam ,Imperial road, cuddalore.

In simple terms, .Buyer behavior is “all psychological, social and physical behavior of potential
customers as they become aware of evaluate, purchase, consume and tell others about product and service.

The primary objective is to study the customers buying behavior at M/s. RAJVIJAY TVS

and The secondary objectives is to focus on, factors determining the customer buying behavior

provided by the organization to the customer, to analyze the cause for customer complaints and to

provide suggestions to enhance the customer buying behavior at M/s. RAJVIJAY TVS.

In the study 112 samples were taken to study on Customer buying behavior. Primary data
such as Questionnaire have been conducted to collect the data from the Customer’ at showroom.
Generally statistical tools such as Percentage method, chi-square, Anova have been used for
analysis and interpretation

After analysis and interpretations, the study concluded that the customer buying behavior can be
improved by increasing the availability of two wheelers which in turn meets the special desire of
the customer.
 LIST OF TABLES

S.No. Table Name Page No.

5.1.1 Gender of the respondents

5.1.2 Age of the respondents

5.1.3 Education qualification

5.1.4 Occupation of the respondents

5.1.5 Monthly income of the respondents

5.1.6 Long own tvs vchile

5.1.7 Experience

5.1.8 Information

5.1.9 Brands

5.1.10 Recognized

5.1.11 Searched

5.1.12 Feature

5.1.13 Purchase decision

5.1.14 Post purchase

5.1.15 Influenced

5.1.16 Brand option

5.1.17 Factors

5.1.18 Service in time

5.1.19 Reliable

5.1.20 Mechanic skills

5.1.21 Service cost

5.1.22 Spare

5.1.23 Good customer

5.1.24 Employee customer relationship

5.1.25 Reason

5.1.26 Suggest tvs

5.1.27 Overall experience

LIST OF CHARTS
S.No. Table Name Page No.
5.1.1 Gender of the respondents

5.1.2 Age of the respondents

5.1.3 Education qualification

5.1.4 Occupation of the respondents

5.1.5 Monthly income of the respondents

5.1.6 Long own tvs vchile

5.1.7 Experience

5.1.8 Information

5.1.9 Brands

5.1.10 Recognized

5.1.11 Searched

5.1.12 Feature

5.1.13 Purchase decision

5.1.14 Post purchase

5.1.15 Influenced

5.1.16 Brand option

5.1.17 Factors

5.1.18 Service in time

5.1.19 Reliable

5.1.20 Mechanic skills

5.1.21 Service cost

5.1.22 Spare

5.1.23 Good customer

5.1.24 Employee customer relationship

5.1.25 Reason

5.1.26 Suggest tvs

5.1.27 Overall experience

 CHAPTER - I
INTRODUCTION

The TVS Group is one of India's largest industrial conglomerates. TV Sundram Iyengar and Sons
Limited, established in 1911, is the parent and holding company of the TVS Group.

TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the
top ten in the world, with annual turnover of more than USD 7 billion in 2017-2018, and is the
flagship company of the USD 4 billion TVS Group. With a workforce of over 5000, the company
has 4 plants - located at Hosur and Mysore in South India, in Himachal Pradesh, North India and
one at Indonesia. The company has a production capacity of 300 thousand units a year.

TVS and Sons also distribute Heavy Duty Commercial Vehicles, Jeeps and Cars. It represents
premier automotive companies like Ashok Leyland, Mahindra and Mahindra Ltd., Fiat and Honda.
It also distributes automotive spare parts for several leading manufacturers.

TVS & Sons has grown into a leading logistics solution provider and has set up state-of-the-art
warehouses all over the country. It has also diversified into distributing Garage equipment that
ranges from paint booths to engine analyzers and industrial equipment products

COMPANY PROFILE

Rajvijay tvs motor company established in the year 2007, Cuddalore. is one of the TVS Group of
companies. It is one of leading two-wheeler dealers in Cuddalore. Rajvijay TVS was First TVS sales and
service showroom in Cuddalore. They joined TVS groups at 2006 With a turnover of over Rs.4,320,000
lakhs(approximately), the showroom deals with a wide range of motorcycles, scooters and mopeds. Little
wonder, it boasts of more than 1000+ happy customers till date

They provide service only for TVS bikes. And sales Original TVS Tyres, Automobile spare parts.
In Rajvijay TVS 47 Employees are working various department like sales executive, customer service and
customer care and bike services.

They have four other branches in Cuddalore, Pondicherry, Villanur, Chidambaram, Nellikuppam

Rajvijay TVS sales and service opens all the 7days in a week

And they help to give guidance for bank loans and free one year insurance for all the new bikes and free
one year service for their customers.

Raj Vijay Tvs in Chellangkuppam, Cuddalore is a top player in the category Motorcycle Dealers in the
Cuddalore. This well-known establishment acts as a one-stop destination servicing customers both local
and from other parts of Cuddalore. Over the course of its journey, this business has established a firm
foothold in it’s industry.

The belief that customer satisfaction is as important as their products and services, have helped this
establishment garner a vast base of customers, which continues to grow by the day. This business employs
individuals that are dedicated towards their respective roles and put in a lot of effort to achieve the common
vision and larger goals of the company. In the near future, this business aims to expand its line of products
and services and cater to a larger client base. In Cuddalore, this establishment occupies a prominent location
in Chellangkuppam.

It is an effortless task in commuting to this establishment as there are various modes of transport readily
available. It is at Chellangkuppam, Near Ck College, which makes it easy for first-time visitors in locating
this establishment. It is known to provide top service in the following categories:Motorcycle Dealers-TVS,
Motorcycle, Motorcycle Dealers-TVS (Authorised), Motorcycle Repair & Services.

Products and Services offered:

Raj Vijay Tvs in Chellangkuppam has a wide range of products and services to cater to the varied
requirements of their customers. The staff at this establishment are courteous and prompt at providing any
assistance. They readily answer any queries or questions that you may have. Pay for the product or service
with ease by using any of the available modes of payment, such as Cash, Debit Cards, Cheques, Credit
Card. This establishment is functional from 09:00 - 18:30
 AWARDS Deming Award

TVS Motor is the third Indian company to win the Deming Prize. Only two other TVS companies have
managed this before.

It's been a long time since the Union of Japanese Scientists and Engineers instituted the Deming Prize.
But very, very few organizations outside Japan have had the honor of receiving it. In fact, the TVS Motor
Company is the world's first motorcycle company to be awarded the prize.

As for the TVS Group, it's a third. Sundaram-Clayton Ltd. (Brakes Division) and Sundaram Brake
Linings Ltd. have already won it. The Deming Prize is the ultimate confirmation of our commitment to
quality control. A confirmation known to every TVS rider across the country.
 GROUP COMPANIES

With steady growth, expansion and diversification, today RAJVIJAYTVS commands a strong presence in
various fields-two-wheelers, automotive components, automotive spares, computer peripherals and finance.

Lakshmi Auto Components Limited - Large OE supplier of two wheeler gears and camshafts.

Lucas Indian Service Limited (www.lucasindia.com) - Company looks after the distribution of auto
electrical components all over India.

Axles India Limited - A joint venture with Eaton Limited, U.K. Manufactures axle housings and drive
heads for heavy and light commercial vehicles
 VISION
RAJVIJAY TVS Motor - Driven by the customer

TVS Motor will be responsive to customer requirements consonant with its core competence and
profitability. TVS Motor will provide total customer satisfaction by giving the customer the right product,
at the right price, at the right time.

RAJVIJAY TVS Motor - At the cutting edge

TVS Motor will hone and sustain its cutting edge of technology by constant benchmarking against
international leaders.
RAJVIJAY TVS Motor - Committed to Total Quality

TVS Motor is committed to achieving a self-reviewing organization in perpetuity by adopting TQM as a

way of life. TVS Motor believes in the importance of the process. People and projects will be evaluated
both by their end results and the process adopted.

RAJVIJAY TVS Motor - The Human Factor

TVS Motor believes that people make an organization and that its well-being is dependent on the
commitment and growth of its people. There will be a sustained effort through systematic training and
planning career growth to develop employees' talents and enhance job satisfaction. TVS Motor will create
an enabling ambience where the maximum self-actualization of every employee is achieved. TVS Motor
will support and encourage the process of self-renewal in all its employees and nurture their sense of self
worth.

RAJVIJAY TVS Motor - Responsible Corporate Citizen

TVS Motor firmly believes in the integration of Safety, Health and Environmental aspects with all business
activities and ensures protection of employees and environment including development of surrounding
communities. TVS Motor strives for long-term relationships of mutual trust and inter- dependence with its
customers, employees, dealers and suppliers.
 MISSION
 Ensure the highest standards of ethics and integrity in all our actions.

 Focus on value bales customer

 Continual improvement
 Total elimination of wasters

Valuation

 The company’s valuations are dependent on five events:

 Current four businesses grow at the normal industry growth rates.
 New product launches achieve their targets and are well accepted by the market.
 Three wheeler forays achieve targeted volume in the desired rates of return on capital
employed.
 Quality cycle foray achieve the desired rate of return on the capital employed.
 Overall investment returns
Current Models of TVS

The TVS Motors company is dealing in a wide range of models and variants. The models presently available in
the Indian automobile market are:-

 Apache 180
 Apache 160
 Apache 150
 Star HLX 100
 Star HLX 125
 Max 100
 Star LX
 Victor GLX 125
 Victor GX 100
 Jive
 Star Sport
 Metro
 Jupiter
 Wego
 Scooty Pep +
 Scooty Streak
 Neo X31
 Rocks
 XL HD – 2 Stroke
 PRODUCT PROFILE

TVS APACHE (RTR)

The recently launched TVS Apache RTR FI 160 has added an another stunner on the roads. Stylish
alloys, unique grab rails, classy silencer, larger & sharp lined fuel tank, all these elements combine
perfectly to give TVS Apache RTR 160 a sporty eye-catching looks.
The Apache RTR 160 has been upgraded with electronic fuel injection (EFI) and becomes Apache

RTR 160 Fi. The EFI technology has enabled TVS to boost peak power of this bike. TVS has

priced the new model at Rs. 65000.

 TVS SCOOTY PEP – First Love

A sleek duo-tone body. Body colored coordinated mirrors. A smiley headlamp. Winky indicators.
Looks even better with you on it.
 POWER

75cc 4stroke engine to pep up your ride. A bigger, more comfortable seat for two and
strong hydraulic shock absorbers for a smoother ride.

 TECHNOLOGY
A unique power/economy mode for extra mileage. An auto reserve fuel tap. No more turning knob
from main to reserve. Auto chokes for instant starts. Every time.

 SAFETY
Puncture Resistant Tyres that come with a special sealant inside, minimizing chances of a flat. A
side stand alarm that beeps if you forget to take off the stand. Multi focal reflector headlamp and
side reflectors for enhanced visibility. Now all you need is an equally funky helmet and you” re
all set to pep.
 TVS SPORT

TVS Sport is a 100 cc Motorcycle commuter bike manufactured in India by TVS Motor Company Ltd.
Initially launched in 2007, it later received updates on 2015 and 2017

The design features in areas of style, mileage and pricing has created a demand for this vehicle among new
generation motorcyclists. According to the company, the enhanced features focus on the fuel efficiency of
the motorcycle. In 2017 TVS Motor Company has launched TVS Sport with the BS-IV engine which comes
with a large fuel tank with 10-litre capacity. It is one of the high fuel tank capacity model in the 100cc
segment in Indian motorcycle market.

The 2017 TVS Sport is suspended over standard telescopic forks up front and 5-step adjustable twin shocks
in the rear. The bike measures 1,950 mm in length, 705 mm in width, 1,080 in height with a ground
clearance of 170 mm. The Brakes include a 130mm drum in the front and a 110 mm unit in the rear. The
all gear electric start enables the vehicle to start at any gear. The vehicle sports body graphics, chrome
plated exhaust muzzle and a compact taillight.
TVS XL 100
During later model years, the XL-100 line became the middle and then lower priced color
televisions in the RCA lineup. RCA introduced the "Colortrak" in 1976 and toward the end of
analog television, the "Dimensia" lines in the mid 1980s. In later years, all three TV lines used the
same RCA CTC-xxx (CTC is RCA acronym for Color TV Chassis) chassis and the main
differences were in cabinet design and electronic features. The evolution of XL-100 to Colortrak
is featured in a 1976 magazine advertisement and at the end RCA introduces the "Colortrak" as
"XL-100 Colortrak", RCA also launched TV commercials touting XL-100 Colortrak.

Towards the end of its availability, XL-100 had become a basic television with few features. When
color TVs began providing video inputs and other features, XL-100s in the late 1980s often only
had a standard 75 ohm unbalanced dipole coaxial cable input. Higher end XL-100 models in the
1980s had a digital keypad and a digital channel indicator, but did not have remote
capabilities, while the lower XL-100 lines had basic rotary dial tuners. The models sold in the early
1990s also had RCA jacks for composite video and stereo audio input accessed by tuning the TV
to channel 91 and console models had remote control operation

TVS JUPITER
TVS Jupiter is a variomatic scooter launched in September 2013 by India’s TVS Motor
Company.[1] The launch of the scooter marked the company's entry into the part of the market that
mainly targets males. It is powered by a single cylinder, four stroke, 110 cc engine and delivers
5.88 kW (7.88 bhp) at 7500 rpm. The scooter delivers a pick-up of 0 to 60 kmph in 11.2
seconds. The scooter has an 'Econometer' and has a fuel efficiency of 49 kmpl per the
manufacturer.

In July 2018, TVS Jupiter crossed 2.5 million unit sales mark and became the second most sold
scooter in India.

Special Edition
In 2015, TVS Motor Company launched a new limited volume variant of the Jupiter called the TVS Jupiter
Scooter-of-the-Year Special Edition, created to celebrate the TVS Jupiter being named Scooter of the Year
2014 in IndiaTVS has successfully launched many models like the TVS Jupiter

TVS WEGO
TVS Wego is a motor scooter manufactured by TVS Motor Company.It is a unisex, dual usage
scooter and was introduced in 2010.After the releasing several variants of TVS Scooty, the
company entered in the higher end segment of the scooterette market by introducing Wego.

The TVS Wego is the only scooter with body balance technology in India. Body Balance
Technology works on combining an ergonomic design with an engine placement that ensures an
optimum center of gravity. This in turn improves maneuverability and stability, enabling the user
to handle any kind of road conditions

The TVS Wego is the only scooter with body balance technology in India. Body Balance
Technology works on combining an ergonomic design with an engine placement that ensures an optimum
center of gravity. This in turn improves maneuverability and stability, enabling the user to handle any kind
of road conditions.
TVS VICTOR
The TVS Victor is powered by a 109.7 cc air-cooled engine which produces of power. It has a fuel tank of
8 L and a claimed mileage of 72 kmpl. The TVS Victorstarts at Rs 54,042 and goes up to Rs 57,662 (ex-
showroom, Delhi). It is available in six variants.

CHAPTER - II

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

 To study the customer buying behaviour of RAJVIJAY TVS CUDDALORE

SECONDARY OBJECTIVES:

 To analyze the factor influencing customer buying behaviour of TVS two wheelers
 To know the customer’s opinion and perception regarding the features of TVS two
wheelers.
 .To analyze the quality of after sales service being provided by TVS motors.
 To provide valuable suggestion to improve the sales at RAJVIJAY TVS based on customer
buying behaviour.
 NEED FOR THE STUDY

1. The study helps the organization to understand the factors determining the customer
buying behaviors.

2. The study helps the organization to meet the present needs of the Customers.

3. The study exhibits the way to increasing the expectation over the showroom.

4. The study determines the services potential and make the organization to pay the kind
Attention for providing services to customers.
 SCOPE FOR FURTHER STUDY

 This study to know the factors influencing the expectation of the customers towards
Rajvijay tvs
 The scope of the study also covers the key factors, which influence the satisfaction of the
customers
 Customers are ever changing. They get ideas, opinions and are looking at quality for their
money
 It helps to retain the existing customers and also to attract new customer
 The study helps the organization to analyze the market potential.
 LIMITATIONS OF THE STUDY

 Some of the respondents are reluctant to reveal the information

 The cooperation of the respondents is poor
 Customers visiting to the showroom per day are limited
 The statistical tools used for the study have their own limitation
 This study major constraint is time.

CHAPTER-III

REVIEW OF LITERATURE
Someone has rightly said that practical knowledge is far better than classroom teaching. During
this project I fully realized this and I came to know about how a consumer chooses among a varied
range of products available to him.

The subject of my study is market survey of customer buying behavior in bikes taking TVS for
comparison, which has slowly but steadily evolved, from a beginner to a corporate giant earning
laurels and kudos throughout.
The report contains first of all brief introduction about the company. Finally there comes data
presentation and analysis in the end of my report. I also put forward some of my suggestion hoping
that they help TVS Motor Company move a step forward to being the very best.

CUSTOMER BUYING BEHAVIOUR:

The key to a successful marketing campaign lies in consumer behaviour. Marketing to an audience
that you don’t truly understand will not get you very far; the only way to reach and connect with a
customer, the only way to influence their purchasing decision is to understand their buying
behaviour.

DEFINITION

According to Michale Soloman. Customer Behaviour is the study of Individual

groups (or) Organization and all the activity associated with the purchase It include the customer
emotions, mental and behavioural responds,
Activities people involved in when selecting , purchasing and using products so as
to satisfy needs and desires. Customer behaviour involves the Psychological process that customer
go through in recognized needs, finding ways to solve these needs, making purchase decision,
interpret information make plans, and implement these plans.

It deals with customer attitude, Preference, intention and decision. Consumer buying
behavior is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding
the consumer's behavior in the marketplace when purchasing a product or service. The study of
consumer behavior draws upon social science disciplines of anthropology, psychology, sociology,
and economics.

MEANING

Customer buying behaviour is the study of how individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to
the actions of the consumers in the marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods and
services, they will be able to determine—which products are needed in the marketplace, which are
obsolete, and how best to present the goods to the consumers.
PROCESS OF CUSTOMER BUYING BEHAVIOUR

NEED RECOGNITION
The first step is problem recognition. During this step, the consumer realizes that she has an
unfulfilled need or want. Let's use the example of a consumer who has just been informed by her
mechanic that fixing her bike will cost more than it's worth. Our consumer realizes that she now
has a transportation problem and wants to fulfill that need with the purchase of a bike.

Purchase decision making process begins when a buyer becomes aware of an unsatisfied n e e d
o r p r o b l e m . T h i s i s t h e v i t a l s t a g e i n b u yi n g d e c i s i o n p r o c e s s , b e c a u s e
w i t h o u t recognizing the need or want, an individual would not seek to buy goods or service.
There are several situations that can cause problem recognition, these include:
INFORMATION SEARCH:

The next step is to gather information relevant to what you need to solve the problem. In our
example, our consumer may engage in research on the Internet to determine the types of vehicles
available and their respective features.

After the consumer has recognized the need, he / she will trying to find the means to solve that
need. First he will recall how he used to solve such kind of a problem in the past, this is called
nominal decision making. Secondly, a consumer will try to solve the problem by asking a friend
or goes to the market to seek advice for which product will best serve his need, this is called limited
decision making. Sources of information include:

 Personal sources
 Commercial Sources
 Public sources
 Personal experience

EVALUATION OF ALTERNATIVES:

After information is gathered, it is evaluated against a consumer's needs, wants, preferences, and
financial resources available for purchase. In our example, our consumer has decided to narrow
her choices down to three cars based upon price, comfort, and fuel efficiency.

Consumers’ evaluates criteria refer to various dimension; features, characteristics and benefits that
a consumer desires to solve a certain problem. Product features and its benefit is what influence
consumer to prefer that particular product.

PURCHASE ACTION:

The penultimate stage is where the purchase takes place. Philip Kotler (2009) states that the final
purchase decision may be ‘disrupted’ by two factors: negative feedback from other customers and
the level of motivation to accept the feedback. For example, having gone through the previous
three stages, a customer chooses to buy a new telescope. However, because his very good friend,
a keen astronomer, gives him negative feedback, he will then be bound to change his preference.
Furthermore, the decision may be disrupted due to unforeseen situations such as a sudden job loss
or relocation.

This stage involves selection of brand and the retail outlet to purchase such a product. Retail outlet
image and its location are important. Consumer usually prefers a nearby retail outlet for minor
shopping and they can willingly go to a far away store when they purchase items which are of
higher values and which involve higher sensitive purchase decision. After selecting where to buy
and what to buy, the consumer completes the final step of transaction by either cash or credit.

POST-PURCHASE ACTIONS:

In brief, customers will compare products with their previous expectations and will be either
satisfied or dissatisfied. Therefore, these stages are critical in retaining customers. This can greatly
affect the decision process for similar purchases from the same company in the future, having a
knock-on effect at the information search stage and evaluation of alternatives stage. If your
customer is satisfied, this will result in brand loyalty, and the Information search and Evaluation
of alternative stages will often be fast-tracked or skipped altogether.

On the basis of being either satisfied or dissatisfied, it is common for customers to distribute their
positive or negative feedback about the product. This may be through reviews on website, social
media networks or word of mouth. Companies should be very careful to create positive post-
purchase communication, in order to engage customers and make the process as efficient as
possible.

Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction with the purchase
is basically a function of the initial performance level expectation and perceived performance
relative to those expectations. Consumer tends to evaluate their wisdom on the purchase of that
particular product. This can result to consumer experiencing
post p u r c h a s e d i s s a t i s f a c t i o n .

Types of Customer Buying Behaviours

 Complex Buying Behaviour
 Dissonance-Reducing Buying Behaviour
 Habitual Buying Behaviour
 Variety-Seeking Buying Behaviour

Complex Buying Behaviour

Customers go through complex buying behaviour when he\she is highly involved in the purchase
process and know the significant differences between different brands. Consumers showcase
complex behaviour pattern when they are purchasing an expensive, infrequently bought and risky
product. Such a customer does not know much about the product but needs to learn a lot before
investing.

Dissonance-Reducing Buying Behaviour

Occasionally the consumer is highly, involved in a purchase but he\she sees very little difference
in the brands. The high involvement shown is due to the kind of product which can be expensive,
infrequent, or risky. But in this case since the brand differences are not pronounced the buyer
would buy fairly quickly.

Habitual Buying Behaviour

Consumers who showcase the habitual buying behaviour have very little involvement in the
product or brand category. They simply go to the store and reach for their preferred brand. Since
they keep reaching for the same brand, this shows a habitual pattern, and not strong brand loyalty.

Variety-Seeking Buying Behaviour

Some buying conditions are categorized by very low consumer involvement, but see noteworthy
brand differences. In this category of buyers, it has been often observed that they switch a lot of
brands. Consumer might choose a brand for some set of beliefs, but without making much
evaluation, once they use the product they tend to evaluate it and when the next time they go out
to buy the product they would reach for some other brand out of boredom or even for a wish
for different taste. Here brand switching occurs for the sake of variety and not for dissatisfaction.

Factors Influencing Consumer Behavior

 Purchase power
 Group influence
 Personal Preferences
 Economic conditions
 Marketing campaigns

Purchase power

Purchasing power of a consumer plays an important role in influencing the consumer behavior.
The consumers generally analyze their purchasing capacity before making a decision to buy and
products or services. The product may be excellent, but if it fails to meet the buyers purchasing
ability, it will have high impact on it its sales. Segmenting consumers based on their buying
capacity would help in determining eligible consumers to achieve better results.

Understanding, analyzing and keeping track of consumer behavior is very critical for a marketing
department to retain their position successfully in the market place. There are various other factors
too that influence consumer behavior apart from the four listed above

Group influence
Group influence is also seen to affect the decisions made by a consumer. The primary influential group
consisting of family members, classmates, immediate relatives and the secondary influential group
consisting of neighbors and acquaintances are seen have greater influence on the purchasing decisions of a
consumer. Say for instance, the mass liking for fast food over home cooked food or the craze for the SUV’s
against small utility vehicle are glaring examples of the same.

Personal Preferences

At the personal level, consumer behavior is influenced by various shades of likes, dislikes, priorities, morals
and values. In certain dynamic industries such as fashion, food and personal care, the personal view and
opinion of the consumer pertaining to style and fun can become the dominant influencing factor. Though
advertisement can help in influencing these factors to some extent, the personal consumer likes and dislikes
exert greater influence on the end purchase made by a consumer.

Economic conditions

Consumer spending decisions are known to be greatly influenced by the economic situation
prevailing in the market. This holds true especially for purchases made of vehicles, houses and
other household appliances. A positive economic environment is known to make consumers more
confident and willing to indulge in purchases irrespective of their personal financial liabilities.

Marketing campaigns

Advertisement plays a greater role in influencing the purchasing decisions made by consumers.
They are even known to bring about a great shift in market shares of competitive industries by
influencing the purchasing decisions of consumers. The Marketing campaigns done on regular
basis can influence the consumer purchasing decision to such an extent that they may opt for one
brand over another or indulge in indulgent or frivolous shopping. Marketing campaigns if
undertaken at regular intervals even help to remind consumers to shop for not so exciting products
such as health products or insurance policies.

Factors influencing purchasing a bike

  Mileage
 Price
 Power
 Style
 Gear level
 Service
 Finance

FACTORS AFFECTING CONSUMER BEHAVIOR

1. CULTURAL FACTORS
Consumer behavior is deeply influenced by cultural factors, such as buyer’s culture, subculture
and social class.

• Culture

Essentially, culture is the share of each company and is the major cause of the person who wants
and behavior. The influence of culture on the purchasing behavior varies from country to country,
therefore sellers have to be very careful in the analysis of the culture of different groups, regions
or even countries.

• Subculture

Each culture has different subcultures, such as religions, nationalities, geographical regions, racial,
etc. marketing groups may use these groups, segmenting the market in several small portions. For
example, marketers can design products according to the needs of a specific geographical group.
• Social Class

Every society has some kind of social class is important for marketing because the buying behavior
of people in a particular social class is similar. Thus marketing activities could be adapted to
different social classes. Here we should note that social class is not only determined by income,
but there are several other factors such as wealth, education, occupation etc.

2. SOCIAL FACTORS
Social factors also influence the purchasing behavior of consumers. Social factors are: the
reference groups, family, the role and status.

• Reference groups

Reference groups have the potential for the formation of an attitude or behavior of the individual.
The impact of reference groups vary across products and brands. For example, if the product is
visible as clothing, shoes, car etc., the influence of reference groups will be high. Reference groups
also include opinion leader (a person who influences others by his special skill, knowledge or other
characteristics).

• Family

buyer behavior is strongly influenced by a family member. So vendors are trying to find the roles
and influence of the husband, wife and children. If the decision to purchase a particular product is
influenced by the wife of then sellers will try to target women in their ad. Here we should note that
the purchase of roles change with changing lifestyles of consumers.

• Roles and Status

Each person has different roles and status in society in terms of groups, clubs, family, etc.
organization to which it belongs. For example, a woman working in an organization as manager
of finance. Now she is playing two roles, one of the chief financial officer and the mother.
Therefore, purchasing decisions will be influenced by their role and status.

3. PERSONAL FACTORS
Personal factors may also affect consumer behavior. Some of the important factors that influence
personal buying behavior are: lifestyle, economic status, occupation, age, personality and self
esteem.

• Age
Age and life cycle have a potential impact on the purchasing behavior of consumers. It is obvious
that consumers change the purchase of goods and services over time. Family life cycle consists of
different stages as young singles, married couples, unmarried couples etc that help marketers to
develop suitable products for each stage.

• Occupation

The occupation of a person has a significant impact on their buying behavior. For example, a
marketing manager of an organization is trying to buy business suits, while a low level worker in
the same organization buy-resistant clothing work.

• Economic situation

economic situation of the consumer has a great influence on their buying behavior. If income and
savings a customer is high, then going to buy more expensive products. Moreover, a person with
low income and savings buy cheap products.

• Lifestyle

Lifestyle clients is another factor affecting import purchasing behavior of consumers. Lifestyle
refers to the way a person lives in a society and express things in their environment. It is determined
by the client’s interests, opinions, etc and activities shapes their whole pattern of acting and
interacting in the world.

• Personality

Personality changes from person to person, time to time and place to place. Therefore, it can greatly
influence the buying behavior of customers. In fact, personality is not what one has, but is the
totality of the conduct of a man in different circumstances. Has different characteristics, such as
dominance, aggression, confidence etc that may be useful to determine the behavior of consumers
to the product or service

4. PSYCHOLOGICAL FACTORS
There are four major psychological factors that affect the purchasing behavior of consumers. These
are: perception, motivation, learning, beliefs and attitudes.

• Motivation
The level of motivation also affects the purchasing behavior of customers. Each person has
different needs, such as physiological needs, biological needs, social needs, etc. The nature of the
requirements is that some are more urgent, while others are less pressing. Therefore, a need
becomes a motive when it is most urgent to lead the individual to seek satisfaction.

• Perception

Select, organize and interpret information in a way to produce a meaningful experience of the
world is called perception. There are three different perceptual processes which are selective
attention, selective distortion and selective retention. In the case of selective attention, sellers try
to attract the attention of the customer. Whereas in case of selective distortion, customers try to
interpret the information in a way that supports what customers already believe. Similarly, in the
case of selective retention, marketers try to retain information that supports their beliefs.

• Beliefs and Attitudes

Client has specific beliefs and attitudes towards different products. Because such beliefs and
attitudes shape the brand image and affect consumer buying behavior so traders are interested in
them. Marketers can change beliefs and attitudes of customers with special campaigns in this
regard.

ARTICLES ABOUT CUSTOMERS BUYING BEHAVIOUR

Customers Behaviour Towards two-Wheeler Motor Bikes

By Dr. K. Mallikarjuna Reddy,

This research is trying to derive consumer behavior
in reference to showroom service meant for two wheelers. A sample size of
200 users gets selected on a random basis. The research followed standardized
questionnaires for the collection of data. According to the results, users differ
in reference to the behaviour of the consumer behaviour meant towards the
services as offered by the showrooms of two wheelers attained through
satisfied mode of random sampling. This research is subject to illustrate level
of consumer satisfaction in relation with two wheelers under the features of
socio-economic conditions of gender, age, family income, occupation, level of
educational, etc., noted as descriptive study. Data get treated on the basis of
collected statistics through t-test, correlation and F-test. As per the attained
result, students as well as employees are satisfied about the services of the
showrooms. There are definite amount of demographic variables like marital
status, family size in relation to the services of the showrooms.

Customer Behaviour towards Two-Wheeler Bikes – A

Comparitive Study of Rural and Urban Consumers of Jodhpur District of Rajasthan,

By Sheetal Soni and Abhishek Soni,

This research is about consumer behavior

under diversified kinds of two-wheeler as made available in the market. It
illustrates all the basic concerns that are affecting the process of deciding
about the buying behaviour of the individual. A sample size of 100 users of
motorbike gets selected on a random basis and as per the buying behavior.
Collection of data is accomplished through standardized implication of
questionnaires and some authenticated resources. Analysis of data is managed
by different statistical derivations. The core emphasis of this research is based
on three determined corporate players in the field of two-wheelers. These are Hero Moto Corp
Ltd., Bajaj and TVS. It basically concentrates over male
customers and derives cues about the consumers for being highly stimulated
through the socio-economic condition and issues of demography. The research
concludes with the factors about engine power and mileage that are affecting
the buying behaviour of the consumers and are not much concerned about the
price, delivering the power to buy and issues of demography, influencing the
buying behaviour of the consumer. Core challenges as faced by the Indian
manufactures are the ways to expose determinants directing consumer in the
process of making buying decisions of motorcycle.
Customer Behavior Towards Show-Room services of Two Wheelers with Reference to
Cuddalore District,

By S. Saravanan, N. Panchanatham & S. Pragadeeswaran,

“The Customer behaviour is the

decision process and physical activity which the individuals engage in
evaluating, acquiring, using or disposing of goods and services”. In his study,
Keon (1984) laid emphasis on advertising, brand image and behaviour of the
consumer. The advertising seemed to remain effective over current brands. As
per Wood and Wilson (1985) consumer awareness for a determined brands as
well as ads of brands are subject to affect the consumer’s intention to buy and
his behaviour. As per a survey led by Bajaj (1986) pattern of growth related to
the industry of two-wheeler is very much consumer-centric. Lallin (1989)
researched the behaviour of the consumer and perception of the price with a
margin of 50% consumers making right identifications of real status of
purchased brand in proportion with consumers in percentage, being able to
recall correctly about the purchase price of respective brand. As per research
of Guinn and Faber (1989), there is the compulsive mode of buying in
resemblance to compulsive mode of consumer behaviors in diversified ways
DhananjoyDatta (2010). Diversified factors followed in reference to buying
behavior are relied on motivation to purchase two-wheeler. All these factors
are inclusive of elements like advertisement, referenced by family, peers, word
of mouth, own experiences, price, features of the product/service etc. as a
result, survey gets done that shows 51% customers accepting two-wheelers and relevantly falling
within the age group between 20 to 30 years, where the
level of income is Rs. 5000. A total of 64% consumers are unmarried and
prefer to use two-wheelers from Bajaj. The element of motivation, in many
cases is from friends (that is 44%) and family (with 31%). People are also
searching instalment plans as well as finance schemes prior to the buying of
two wheeler.

An Empirical Study of Buying Behaviour of The two-Wheeler Users in Jaipur District Asian
Journal of Research

ByProfessor Rajesh Mahrotra; Sachin Kumar Sharma,

Discussed about the promotional essentials for any product. As per the results, customer
considers many issues while investing their resources for buying a product,
like two wheelers. Still, there are many customers laying emphasis over brand
image. This research illustrates socio-economic issues that actually satisfy the
customers of two wheelers and students and employees craving to the services
as offered by the showrooms.
The core concern of this particular section is about reviewing concepts
and theories that are liable in terms of assisting to the process of deriving the
study. The basic objective of this study is to understand behaviour of the
consumer with reference to the meaning that defines it.
The study of consumer behavior is to know the way an individual
spends his resources in the process of consuming items. This is an approach
that comprises of studies of the items that they buy and the reason for buying
and the timing. It is also about where they make the purchase and that too how
frequently (Schiffman and Kanuk, 1996).
Marketing aims in satisfying the demands of the targeted customer.
The domain of consumer behavior deals with issues affecting consumer’s
buying behavior. It aims in offering a clearer idea about the way consumer
makes the selection, buys, utilizes and disposes the respective product/service,
experiences/ideas, attain to satisfaction to the desires (Kotler, 2003).

CHAPTER - IV

RESEARCH METHODOLOGY
MEANING
Research is an art of scientific investigation. The advanced learner’s dictionaries
of current English lay down the meaning of research as, “a careful investigation (or) inquiry
especially through search for new facts in any branch of knowledge”.

DEFINITION

Reedmen and Mary defined Research as a “systematic effort to gain knowledge”.

METHODOLOGY
Methodology is a way to systematically solve the research problem.

RESEARCH DESIGN
The Research Design undertaken for the study is descriptive one. A study, which wants to
portray the characteristics of a group or individuals or situation, is known as descriptive
study. It is mostly qualitative in nature. The main objective of descriptive study is to
acquire knowledge. In the present study, descriptive method is used to study the prevailing
organizational climate.

DESCRIPTIVE RESEARCH

This type of research design is undertaken in many circumstances. When the researcher is
interested in knowing the characteristics of certain groups such as age, gender, education
level, occupation or income etc., the objective of such study is to answer the “Who, What,
When, Where, and How” of the subject under investigation, so this project study comes
under descriptive research design.

DATA COLLECTION
In order to apply the statistical methods to any of enquiry it is essential that statistical data
be collected as statistical analysis is not possible in the absence of quantitative data. Data
are obtained either through a survey or experiment. In Social sciences where the use of
statistical methods is indispensible, data can be collected only through statistical surveys.
The research should keep in mind two types of data: i.e.
 Primary Data
 Secondary Data

PRIMARY DATA: Primary data means the information which is collected directly. It is
also called first-hand information. Primary Data was collected through personal Interview.
The structured interview schedule was drafted to get information regarding the employee
participation at M/s RAJVIJAY TVS, CUDDALORE. The structured interview schedule
contains 28 questions, which included both open-ended and closed-ended questions. The
interview was conducted in English and Tamil.

SECONDARY DATA: Secondary data was collected from various published books and
Company Records.

Secondary data was collected with the help of

 Company records

 Annual Reports

 Product Catalogue

 Discussion with the personnel manager and staff.

 Journals & Magazines

QUESTIONNAIRE CONSTRUCTION
Questionnaires are one of the most popular methods of conducting scholarly research. They
provide a convenient way of gathering information from a target population or a
questionnaire is a series of questions asked to individuals to obtain statistically useful
information about a given topic. When properly constructed and responsibly administered,
questionnaires become a vital instrument by which statements can be made about specific
groups or people or entire populations.
 Open ended questions
 Close ended questions
 Multiple choice questions

SAMPLING PLAN
Due to enormity of the cost and time involved in collecting information from all
the respondents, it becomes a compulsion to choose represent sample of population.
Sample plan explains the sampling unit, sample size and sampling method.

SAMPLING DESIGN
Population Size : 157

Sample Size : 112

Sampling Method: Simple Random Method.

Sampling Unit : Employees working at M/s RAJVIJAY TVS CUDDALORE.

STUDY PERIOD

The period of study is from June to July 2019.

STATISTICAL TOOLS
These are tools, which helps to analyze the collected data. This analysis contains various
approaches like comparisons, detecting, accuracy, estimation etc. In this survey the
researcher applied some statistical tool for analyzing raw data.
The applied statistical tools are:
 Percentage Method
 Chi square Method
 Anova Method

SPSS
The researcher uses SPSS software for analysis and interpretations purpose with
regard to this project.

PERCENTAGE METHOD

The percentage method provides statistics and graphical displays that are useful for
describing many types of variables. The percentage procedure is a good place to start
looking at your data.

For a percentage report and bar chat, you can arrange the distinct values in ascending or
descending order, or you can order the categories by their percentage. The percentage
report can be suppressed when a variable has many distinct values. You can label charts
with percentage.

No of respondents

Percentage of respondents = ------------------------------- X100

Total no. Of respondents

CHI- SQUARE
The following assumptions must be satisfied, before we step into Chi square test. They are:

1. Each sample is a random sample

2. The outcomes of the various samples are all mutually independent,(particularly

among samples, because independence within samples is part of the first assumption)

3. Each observation may be categorized into exactly one of the categories or classes

4. There must be large observations

5. For comparison purposes, the data must be in original units

6. For a 2x2 table, all expected cell frequencies should be at least equal to 10 (for
larger tables, this value is 5)

Formula

X2 =
(O-E) 2

O = Observed frequency

E = Expected frequency

Chi- square is used to test whether differences between observed and expected frequencies
are significant or not.

ANOVA METHOD
A statistical method for making simultaneous comparisons between two or more means, a
statistical method that yields values that can be tested to determine whether a significant
relation exists between variables.

Formula

T= ∑x₁+∑x₂+…..+∑xn

Correlation factor
C.F = T²/N

Sum of squares

(SS) = ∑x₁²+∑x₂²+…+∑xn- T²/N

Sum of squares between samples

SSC = (∑x₁)²/n+ (∑x₂)²/n+…..+ (∑xn) ²/n- T²/N

Squares with in the samples

SSW = SS-SSC

Where
T²= square of sum of all items
N= number of all items.
N= no of samples.

CHAPTER – V
ANALYSIS AND INTEREPRETATIONS

RESPONDENTS GENDER

GENDER NO.OF RESPONDENTS PERCENTAGE

Male 88 79

Female 24 21
 TOTAL 112 100

CHART NO: 5.1.1

100
88
90
79
80
70
60
50
40
30 24
21
20
10
0
1 2

INFERENCE :

From the above table there are 70% of male and 21% are female.

RESPONDENT AGE

AGE NO.OF RESPONDENT PERCENTAGE

18 -30 years 38 34

31 - 40 years 35 31
 41 – 50 years 30 27

Above 50 years 9 8

TOTAL 112 100

CHART NO: 5.1.2

40
34
35
31
30 27
25

20

15

10 8

0
18 -30 years 31 - 40 years 41 – 50 years Above 50 years

INFERENCE:

The above table shows that 34% of the respondents belong to the age group of 18-30 years, 31% belongs
to the age group of 31-40 years, 27% belong to the age group of 41 – 50 years and 8% belongs to the age
group of above 50 years.

EDUCATIONAL QUALIFICATION

Qualification No. of respondents Percentage

High school 28 25
Intermediate 11 10

Under- graduate 29 26

Post – graduate 35 31

Others 9 8

Total 112 100

CHART NO: 5.1.3

40

35
31
30
25 26
25

20

15
10
10 8

0
High school Intermediate Under- Post – graduate Others
graduate

INFERENCE:

The above table shows that 25% of respondents have completed high school, 10% of respondents
are Intermediate, 26% of respondents possess Under Graduate, 31% of respondents posses Post
graduate and 8% of respondents others

RESPONDENT OCCUPATION
 Occupation No. of Respondent Percentage

Student 31 27

Home maker 8 7

Salaried 41 37

Business 32 29

TOTAL 112 100

CHART NO: 5.1.4

50
37
40 27
29
30

20 7
10

0
Student
Home maker
Salaried
Business

INFERENCE:

The above table refers to respondent occupation there are 27% are student, there are 7% of
homemaker, 37% are salaried respondents and 29% are Business people.
 RESPONDENT INCOME:

INCOME NO.OF RESPONDENT PERCENTAGE

Below 240000 29 26

240001 – 360000 44 39

360001 – 480000 27 24

Above 480000 12 11

TOTAL 112 100

CHART NO: 5.1.5

50 39
40 26
24
30

20
11
10

Below 240000
240001 –
360000 360001 –
480000 Above 480000

INFERENCE:

From the above table it states that 26% of the respondent are below 240000 , 39% of the
respondent belong to 240001 - 360001 are 24% belong to 360001 – 480000 and 11% belong to
above 480000.
LONG OWN TVS VECHILE

Year No. of respondents Percentage

< 1 year 38 34

1 – 3 year 21 19

3 - 5 year 26 23

Above 5 years 27 24

TOTAL 112 100

CHART NO: 5.1.6

34
40
35
30 23 24
19
25
20
15
10
5
0
< 1 year
1 – 3 year
3 - 5 year
Above 5 years

INFERENCE:

The above table states that 34% respondents own the vehicle less than 1 year, 19% of the
respondent are from 1 to 3 year then 23% of the respondent belong to 3 – 5 year and 24% are
using above 5 years.
 EXPERIENCE

FACTORS NO.OF REPONDENTS PERCENTAGE

Excellent 26 23

Very Good 31 28

Good 25 22

Average 22 20

Poor 8 7

TOTAL 112 100

CHART NO: 5.1.7

35
28
30
23 22
25
20
20

15

10 7

0
Excellent Very Good Good Average Poor

INFERENCE:
 The above table states their experience towards the company is 23% excellent, 28% of the
respondents experience are Very Good , 22% of their experience towards the company is Good,
20% of them is average and 7% of them is poor.

INFORMATION

FACTORS NO.OF RESPONDENT PERCENTAGE

Friends 58 52

Public Source 11 10

Advertisement 20 18

Relatives 23 20

TOTAL 112 100

CHART NO: 5.1.8

 52
60
50
40
30 18 20
10
20
10
0
Friends
Public Source
Advertisment
Relatives

INFERENCE:

The above table states that 52% of the respondent got information through their friends, 10% got
by public source, 18% through Advertisement and 20% through Realtives.

BRANDS

FACTORS NO.OF RESPONDENTS PERCENTAGE

TVS 59 53

HERO 11 10

HONDA 16 14
 ENFIELD 6 5

YAMAHA 8 7

BAJAJ 12 11

TOTAL 112 100

CHART NO: 5.1.9

70

60
53
50

40

30

20
14
10 11
10 7
5

0
TVS HERO HONDA ENFIELD YAMAHA BAJAJ

INFERENCE:

From the above table it refers that 53% of the respondents prefer TVS , 10% of the respondent
prefer Hero then 14% of the respondent prefer Honda, 5% of the respondent prefer Enfield, 7%
of them prefer Yamaha and 11% of them prefer Bajaj.

RECOGNISED
 FACTORS NO.OF RESPONDENT PERCENTAGE

Strongly Agree 51 45

Agree 12 11

Strongly Disagree 13 12

Neither agree nor disagree 24 21

Disagree 12 11

TOTAL 112 100

CHART NO: 5.1.10

60
51
50 45

40
30
24
20 21
12 11 13 12
10 12 11
0
Strongly
Agree
Agree Strongly
Neither
Disagree Disagree
agree nor
disagree

INFERENCE:

The above table it refers that 45% of the respondent states that the need of buying is strongly
Agree, 11% of the respondents states Agree, 12% of the respondent states the Strongly Disagree
then 21% of the respondent states the Neither agree nor disagree and 11% of the respondent
states the Disagree
 SEARCHED

FACTORS NO.OF RESPONDENT PERCENTAGE

Strongly Agree 27 24

Agree 31 28

Strongly Disagree 10 9

Neither agree nor disagree 21 19

Disagree 23 20

TOTAL 112 100

CHART NO: 5.1.11

40 28
24
30
19 20
20 9
10
0
Strongly
Agree
Agree Strongly
Disagree Neither
agree nor Disagree
disagree

INFERENCE:
The above table it refers that 24% of the respondent states that the collecting information about
tvs bikes is strongly Agree, 28% of the respondents states Agree, 9% of the respondent states the
Strongly Disagree then 19% of the respondent states the Neither agree nor disagree and 20% of
the respondent states the Disagree

FEATURE

FACTORS NO.OF RESPONDENT PERCENTAGE

Strongly Agree 11 10

Agree 16 14

Strongly Disagree 22 20

Neither agree nor disagree 54 48

Disagree 9 8

TOTAL 112 100

CHART NO: 5.1.12

 60 48
50
40
30 10 14 20
20
10 8
0
Strongly
Agree
Agree Strongly
Disagree Neither
agree nor Disagree
disagree

INFERENCE:

The above table it refers that 10% of the respondent states that they evaluated the feature is
strongly Agree, 14% of the respondents states Agree, 20% of the respondent states the Strongly
Disagree then 48% of the respondent states the Neither agree nor disagree and 8% of the
respondent states the Disagree

PURCHASE DECISION

FACTORS NO.OF RESPONDENT PERCENTAGE

Strongly Agree 37 33

Agree 30 27

Strongly Disagree 15 13

Neither agree nor disagree 12 11

Disagree 18 16

TOTAL 112 100

 CHART NO: 5.1.13

40
33
35
30 27
25
20
15 13 16
10 11
5
0
Strongly
Agree
Agree Strongly
Neither
Disagree Disagree
agree nor
disagree

INFERENCE:

The above table shows that 33% of the respondent strongly agree with the purchase decisions,
27% of the respondent agree with the purchase decision 13% of the respondent strongly disagree
with the respondent purchase decision 11% of the respondent neither agree nor disagree with the
purchase decision and 16% of the respondent disagree with it.

POST PURCHASE

FACTORS NO.OF RESPONDENT PERCENTAGE

Strongly Agree 40 36

Agree 23 20

Strongly Disagree 9 8
 Neither agree nor disagree 33 30

Disagree 7 6

TOTAL 112 100

CHART NO: 5.1.14

36
40
30
30 20

20
8
10 6
0
Strongly
Agree
Agree Strongly
Disagree Neither
agree nor Disagree
disagree

INFERENCE:

The above table shows that 36% of the respondent strongly agree with the post purchase, 20% of
the respondent agree with post purchase, 8% of the respondent strongly disagree with the post
purchase then 30% of the respondent neither agree nor disagree with it and 6% of the respondent
disagree with the post purchase.

INFLUENCED
 FACTORS NO.OF RESPONDENT PERCENTAGE

Friends 28 25

Dealer 7 6

Family 56 50

Media 21 19

TOTAL 112 100

CHART NO:5.1.15

60
50
50

40

25
30
19
20

6
10

0
Friends Dealer Family Media

INFERENCE:

The above table shows that 25% of the respondent are influenced through Friends, 6% of the
respondent are through dealer then 50% of them are influenced through family and 19% of the
respondents are influenced through media.
 BRAND OPTION

FACTORS NO.OF RESPONDENTS PERCENTAGE

HERO 36 32

ENFIELD 18 16

HONDA 21 19

YAMAHA 18 16

BAJAJ 19 17

TOTAL 112 100

CHART NO: 5.1.16

BAJAJ
17% HERO
32%
YAMAHA
16%

ENFIELD
HONDA 16%
19%

INFERENCE:
 The above table shows that 32% of the respondent prefer hero 16% of the respondent prefer
Enfield, 19% of the respondent prefer Honda 16% of the respondent prefer Yamaha and 17% of
the respondent prefer Bajaj.

FACTORS

FACTORS NO.OF RESPONDENT PERCENTAGE

Mileage 55 49

Style 10 9

Price 27 24

Brand 4 4

Spare Parts 8 7

After sale service 8 7

TOTAL 112 100

CHART NO: 5.1.17

 Spare Parts After sale
7% service
Brand 7%
4%

Mileage
49%
Price
24%

Style
9%

INFERENCE:

The above table shows that 49% of the respondent buy the bike for mileage 9% of the
respondent buy the bike for style 24% of the respondent purchase it for Price 4% of them prefer
brand 7% of the respondent for their spare parts and 7% for after sale service.

SERVICE IN TIME

FACTORS NO.OF RESPONDENT RESPONDENT

Highly satisfied 36 32

Satisfied 33 30

Dissatisfied 20 18
 Neither Satisfied nor 15 13
dissatisfied

Highly dissatisfied 8 7

TOTAL 112 100

CHART NO: 5.1.18

32
40 30
30
18
20 13
10 7

0
Highly
Satisfied
satisfied Dissatisfied
Neither
Satisfied nor Highly
dissatisfied dissatisfied

INFERENCE:

The above table shows that the 32% of the respondent are highly satisfied with the service in
time 30% of the respondent are satisfied with the service , then 18% of the respondent are
dissatisfied with the service in time , 13% of the respondent neither satisfied nor dissatisfied and
7% of the respondent are highly dissatisfied with service in time.

RELIABLE

FACTORS NO.OF RESPONDENT RESPONDENT

Highly satisfied 44 39
 Satisfied 13 12

Dissatisfied 10 9

Neither Satisfied nor 33 29

dissatisfied

Highly dissatisfied 12 11

TOTAL 112 100

CHART NO: 5.1.19

Highly
dissatisfied, 12

Highly satisfied,
Neither 44
Satisfied nor
dissatisfied, 33

Dissatisfied, 10 Satisfied, 13

INFERENCE:

The above table shows that the 44% of the respondent are highly satisfied with the Reliable
service 13% of the respondent are satisfied with the service , then 10% of the respondent are
dissatisfied with the service in time , 33% of the respondent neither satisfied nor dissatisfied and
10% of the respondent are highly dissatisfied with Reliable time

MECHANIC SKILLS
 FACTORS NO.OF RESPONDENT RESPONDENT

Highly satisfied 71 63

Satisfied 19 17

Dissatisfied 5 4

Neither Satisfied nor 13 12

dissatisfied

Highly dissatisfied 4 4

TOTAL 112 100

Chart no:5.1.20

63
80

60

40 17
20 4 12
4
0
Highly
Satisfied
satisfied Dissatisfied
Neither
Satisfied nor Highly
dissatisfied dissatisfied

INFERENCE:

The above table shows that the 63% of the respondent are highly satisfied with mechanic skills,
17% of the respondent are satisfied with the mechanic skills, then 4% of the respondent are
dissatisfied with it, then 12% of the respondent are neither satisfied nor dissatisfied and 4% of
the respondent are highly dissatisfied with the mechanic skills.
 SERVICE COST

FACTORS NO.OF RESPONDENT RESPONDENT

Highly satisfied 14 13

Satisfied 19 17

Dissatisfied 35 31

Neither Satisfied nor 14 13

dissatisfied

Highly dissatisfied 30 26

TOTAL 112 100

CHART NO: 5.1.21

35 31
30 26
25
20 17
13 13
15
10
5
0
Highly Satisfied Dissatisfied Neither Highly
satisfied Satisfied nor dissatisfied
dissatisfied

INFERENCE:

The above table shows that the 13% of the respondent are highly satisfied with the service cost
17% of the respondent are satisfied with the service cost 31% of the respondent are dissatisfied
with the service cost 13% of the respondent are neither satisfied nor dissatisfied with service cost
and 26% of the respondent are highly dissatisfied with the service cost.

SPARE

FACTORS NO.OF RESPONDENT RESPONDENT

Highly satisfied 17 15

Satisfied 20 18

Dissatisfied 14 13

Neither Satisfied nor 8 7

dissatisfied

Highly dissatisfied 53 47

TOTAL 112 100

CHART NO: 5.1.22

60

50 47

40

30

20 18
15
13
10 7

0
Highly satisfied Satisfied Dissatisfied Neither Highly
Satisfied nor dissatisfied
dissatisfied

INFERENCE:
 The above table shows that the 15% of the respondent are highly satisfied with available of
spare 18% of the respondent are satisfied 13% are dissatisfied then7% of them are neither
satisfied nor dissatisfied and 47% of the respondent are highly dissatisfied.

GOOD CUSTOMER

FACTORS NO.OF RESPONDENT RESPONDENT

Highly satisfied 38 34

Satisfied 39 35

Dissatisfied 9 8

Neither Satisfied nor 16 14

dissatisfied

Highly dissatisfied 10 9

TOTAL 112 100

CHART NO: 5.1.23

 Highly
dissatisfied
Neither 9%
Satisfied nor
dissatisfied
14%
Highly satisfied
34%
Dissatisfied
8%

Satisfied
35%

INFERENCE:

The above table shows that 34% of the respondent are satisfied with the customer relationship,
35%of the respondent are satisfied then8% of the respondents are dissatisfied with the customer
relationship 14% of the respondent are neither satisfied nor dissatisfied and 9% of the respondent
are highly dissatisfied.

EMPLOYEE CUSTOMER RELATIONSHIP

FACTORS NO.OF RESPONDENTS PERCENTAGE

Excellent 33 29

Very Good 21 19

Good 29 26

Average 18 16

Poor 11 10

TOTAL 112 100

 CHART NO: 5.1.24

Poor
10%
Excellent
Average 29%
16%

Good Very Good

26% 19%

INFERENCE:

The above table shows that 29% of the respondent states that the employee customer
relationship is excellent, 19% of the respondents states Very Good, 26% of the respondent states
the relationship is Good then 16% of the respondent states the relationship is Average and 10%
of the respondent states the relationship is Poor.

REASON

FACTORS NO.OF RESPONDENTS PERCENTAGE

Good Satisfaction 14 13

Reasonable Price 58 52

Brand Icon 6 5
 Offers 7 6

Finance/ Loan 27 24

TOTAL 112 100

CHART NO: 5.1.25

52
60
50
40
30 13 24
20 5 6
10
0
Good
Reasonable
Satisfaction Brand Icon
Price Offers
Finance/
Loan

INFERENCE:

The above table shows that 13 of the respondent states that the Good satisfaction, 52% of the
respondents states Reasonable price, 5% of the respondent states the Brand icon, then 6% of the
respondent states the Offers and 24% of the respondent states the Finance/Loan

SUGGEST TVS
 FACTORS NO.OF RESPONDENTS PERCENTAGE

Most Likely 60 54

Likely 30 27

Unlikely 12 11

Strong Likely 10 8

TOTAL 112 100

CHART NO: 5.1.26

60 54

50

40
27
30

20
11
8
10

0
Most Likely Likely Unlikely Strong Likely

INFERENCE:

The above table shows that 54% of the respondent states that they suggest to others mostly
likely,27% of respondents states likely,11% of respondents states unlikely, and 8% of the
respondents states strongly likely to suggest.
 OVERALL EXPERIENCE

FACTORS NO.OF RESPONDENTS PERCENTAGE

Excellent 17 15

Very Good 36 32

Good 32 29

Average 22 20

Poor 5 4

TOTAL 112 100

CHART NO: 5.1.27

Poor
4%
Excellent
Average 15%
20%

Very Good
32%
Good
29%

INFERENCE:

The above table shows that 15% of the respondent states the overall experience was excellent
32% of the respondent is very good and 29% of the respondent states the experience was good
then 20% of the respondent is Average and 4% of the respondent states the overall experience id
Poor
 SUGGESTIONS AND RECOMMENDATIONS
 The researcher found that the customers are satisfied with the availability of two wheelers. Hence
it is suggested to the management to maintain the same.

 It is found that the customer feels the service is average. So in order to boost the satisfaction level
of the customers. The management can provide better services by the way improving their services
quality.

 It is found that the customers approach by the staff members of the showroom is good. This shows
a positive sign of growth of the organization.

 From the study, it is found that the customers feels average with spare availability. So the
showroom can improve their spares avaiability.
 CONCLUSION

The facts and figures shown in the analysis is correct and the survey has been done in a good faith
and responsibility

The study is undertaken at M/s Rajvijay TVS motors cuddalore private limited under the title called
customer buying behavior. Today,with our innovative sprit and dedication, we have reached the
pinnacle of success and are commanding a leading position in the market.

The study has given priority to customer behavior. It believes that if customer are part of the
company to increase the demand and sales of the two wheelers. It has been found that the company
may providing their good quality service to customer with maintain the relationship. By this
inmind, the researcher concludes that customer behavior towards the M/s Rajvijay TVS industries
found to be good.

Consumer buying behavior and their attitude towards the two wheelers is depends on the quality
of sales and service.
 BIBLOGRAPHY

REFERENCE BOOKS

1) PHILIP KOTTLER, KEVIN LANE KELLER, “Marketing Management”, 13th Edition Eastern
Economy Edition, Page No 3-14, 120-130.

2) PANEERSELVAM “Research Methodology” PHI Learning Pvt Ltd, Sixthe Edition, Page No. 154-
159.

3) Marketing Research, Test and cases, Richard D. Irwin, Linois

4) CHRISTOPHER LOVELOCK, JOCHEN WRITZ, JAYANTA CHATTARJEE, “Customers buying

behaviour”, 5th Edition Pearson Education, Page No 110-115.

5) C. R. KOTHARI, “Research Methodology – Methods and Techniques”, New Age International (P)
Ltd. New Delhi, Second edition, 2004, Page No 80-93.
 6) VALARIE A ZEITHMAL, AJAY PANDIT, “Customers buying behaviour”, 4th Edition Tata
McGraw-Hill Publishing, Page No 443-453.

7) MATTHEW J ZAGUMNYThe SPSS Book “A Student Guide to the Statistical Package for the Social
Sciences”, Publishers Writers Club Press.

8) S.P GUPTA “STATISTICAL METHODS” New A.S Offset Press, publishers Sultan Chant & Sons,
New Delhi, 38Editions, 2009,

9) CUSTOMER EXPERIENCE MANAGEMENT,K. Douglas Hoffman, John E. G. Bateson–2010.

10) ANALYSIS OF CUSTOMER SATISFACTION DATA, Derek R. Allen, Tanniru R. Rao-2000.

11) ANDY FIELD, DISCOVERY STATISTICS USING SPSS, Second Edition,Page no.225-255

 NEWS PAPER
 Times Auto
 The Economic Times

 MAGAZINES
 Auto Sports
 Business Outlook

ARTICLES:

1) "BIG MOUTH"CUSTOMER BUYING BEHAVIOUR,by Kimberly J. McCloskey

 2) CORE STRENGTHS OF A CUSTOMER SERVICE REPRESENTATIVE, by Bob Davis-
Mayo

3) CREATIVE CUSTOMER BUYING DECISIONS STRATEGIES, by John Jantsch

4) CUSTOMER SERVICE MAY NOT BE THE ANSWER

5) TURN YOUR CUSTOMER COMPLAINT INTO A POSITIVE, By: Jay Conners

JOURNALS:

1) RESPONSE TIME,Posted: November 8th, 2010 | Author:James Aban | Filed

under:Customer Service Journal, James Aban | Tags:aban, james, jamesaban, response time.

2) GENERAL CUSTOMER SERVICE TYPES, Posted: October 14th, 2010 | Author:James

Aban | Filed under:Customer Service Journal, James Aban | Tags:aban, customer service,
james, jamesaban, types | No Comments »

3) AUTHORSHIP GUIDELINES.

4) CREATE A CUSTOMER SERVICE LOG OR JOURNAL, Published on May 12, 2009 by

Kevin Stirtz in All

5) HAPPY TO SERVE, LITERALLY!!!

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