DEPARTMENT OF COMMERCE WITH

COMPUTER APPLICATIONS

Name of the student : HARDEEP.P.M

Register number : 212AC2588
Class : III- B.Com (CA) – “ A”
Topic : A STUDY ON CONSUMER
SATISFACTION TOWARDS TVS APACHE RTR WITH SPECIAL
REFERENCE TO R.A AGENCIES IN TIRUPUR
GUIDE HOD
CHAPTER – I

INTRODUCTION ABOUT THE STUDY :

CONSUMER BEHAVIOUR
“Consumer behavior can be defined as the behavior that consumer display in searching for
purchasing, using evaluation and disposing of product and service that they expect will satisfy their needs
and wants”.

“our business is based on understanding the consumer and providing the kind of products that
the consumer wants. We place enormous emphasis on our product development area and our marketing
area and on our people knowing the consumer”.

Consumer behavior is different product. It depends in the microenvironment in which it acts.

This includes socio-cultural environment etc., satisfaction and the time shopping perceptions are bound to
change over time. Hence the present study was undertaken by the researcher to understand, the behavior,
which has a greater impact on the purchase. But all the people do not constitute market and people
without ability should be excluded.

CONSUMER SATISFACTION
“Consumer satisfaction is a person’s feeling of pleasure or disappointment resulting from a
comparing a products perceived performance in relation to his or her expectation”
- Philip Kotler.
As this definition makes clear, satisfaction is a function of perceived performance and
expectations. If the performance falls short of expatiation, the consumer is highly satisfied or delighted.

Many companies are aiming for high satisfaction because consumers who are just satisfied
find it easy to switch when a better offer comes along. Those who are highly satisfied are much less ready
to switch. High satisfaction or delight creates an emotional brand, not just a relational preference. The
result is high consumer loyalty.
 The disconfirmation paradigm in process theory provides the grounding for the vast
majority of satisfaction studies and encompasses four constructs expectations, performance,
disconfirmation and satisfaction.

ABOUT THE INDUSTRY

TVS Motor Company Limited is an Indian multinational motorcycle company
headquartered in Chennai, India. It is the third-largest motorcycle company in India, with a diverse range
of two-wheelers, including motorcycles, scooters, and mopeds.

Founded in 1978, TVS Motor Company has a rich history of manufacturing and distributing
motorcycles both domestically and internationally. The company has a strong presence in various
segments of the two-wheeler market, offering products catering to different customer needs and
preferences.

TVS Motor Company has also been actively involved in research and development,
constantly innovating to introduce new features and technologies in its vehicles. Additionally, the
company has a reputation for its focus on sustainability and environmentally friendly practices in its
manufacturing processes.

Overall, TVS Motor Limited is a significant player in the global two-wheeler industry,
known for its quality products, innovation, and commitment to sustainability.

MILESTONES
1) Foundation: TVS Motors was founded in 1978 as a division of TVS Group.

2) First Motorcycle: In 1980, TVS Motors launched its first motorcycle, the TVS 50, which
became a popular choice for Indian consumers due to its affordability and fuel efficiency.

3) Expansion and Collaboration: TVS Motors expanded its product line and collaborated with
Suzuki Motor Corporation of Japan in 1982 to produce two-wheelers in India.

4) Technological Advancements: Throughout the years, TVS Motors has introduced various
technological advancements in its motorcycles, including the introduction of the TVS Apache
series known for its performance and racing DNA.

5) Global Presence: TVS Motors has expanded its presence globally, exporting motorcycles to
various countries and establishing manufacturing facilities outside India.
 6) Electric Vehicles: In recent years, TVS Motors has ventured into the electric vehicle segment,
launching electric scooters like the TVS iQube Electric, showcasing its commitment to
sustainable mobility solutions.

7) Awards and Recognitions: TVS Motors has received numerous awards and recognitions for its
innovative products, contributions to the automotive industry, and corporate social responsibility
initiatives.

AWARDS AND RECOGNITIONS

TVS Motors has received several awards and recognitions over the years for its contributions
to the automotive industry, innovation, and corporate social responsibility efforts. Some notable awards
and recognitions include:

Deming Prize: TVS Motors was awarded the prestigious Deming Prize in 2002 for its excellence in total
quality management practices, becoming the first two-wheeler company in the world to receive this
honor.

J.D. Power Awards: TVS Motors has received several J.D. Power awards for customer satisfaction and
product quality in various categories, including motorcycles and scooters.

NDTV Car and Bike Awards: TVS Motors’ motorcycles and scooters have been recognized multiple
times at the NDTV Car and Bike Awards, including awards for the TVS Apache series and the TVS Ntorq
scooter.

Indian Motorcycle of the Year (IMOTY): TVS Apache RR310 received the prestigious IMOTY award
in 2018, recognizing it as the best motorcycle launched in India that year.

Economic Times Awards: TVS Motors has been honored at the Economic Times Awards for Corporate
Excellence in categories such as Emerging Company of the Year and Corporate Citizen of the Year.

CNBC-TV18 Overdrive Awards: TVS Motors’ vehicles have been winners and finalists in various
categories at the CNBC-TV18 Overdrive Awards, which recognize excellence in the automotive industry.

Frost & Sullivan Awards: TVS Motors has received awards from Frost & Sullivan for its innovation,
market leadership, and product excellence in the automotive sector.
OBJECTIVE OF THE STUDY

 To know the level of consumers satisfaction towards TVS APACHE RTR

 To find out the factors influencing the purchase of TVS APACHE RTR

 To find out the color preference of the consumers of TVS APACHE RTR

 To find out the attractive media for the advertisement of TVS APACHE RTR

 To give suggestions to improve the sales of TVS APACHE RTR

SCOPE OF THE STUDY

 The study was carried out the customer satisfaction of “TVS apache RTR”.

 Marketing of motor bike in today’s competitive world is very tough, task. Now new companies
are emerging in automobile industry and these companies are introducing various type of new
vehicles and the competition among these companies tends to be more complicated.

 The need of information becomes basic for decision-making to hope with environment changes.
Each and every company should have better knowledge about the marketing environment. Since
customer plays a vital role in the market, the company needs a vigilant effect in attracting him
expected standards.

 The study is organized to know the customer tastes, ideas, opinions etc., in tirupur region.
LIMITATION OF THE STUDY

 The period of study is short. So it may not be possible to produce a report with 100% reliability.

 Lack of co-operation and therefore the respondents may not be true nature.

 The study is confined only to tirupur. It should be only application to a particular area
STATEMENT OF THE PROBLEM

The study on consumer behavior helps to know who the customers is what they want, how
they used and react to the product. The want of the customer are carefully studied by conducting survey
on consumer behavior. This study also helps to know how various marketing variable such as price,
product features, advertising message, corporate image affect the buyer towards Apache RTR in Tirupur
Town.

The study on consumer behavior reveals to the manufacturer about tastes, preferences,
likes, choices of different peoples and so on. This study will help to gain knowledge about the market
share for each brand, factors influencing the consumers to prefer a particular brand and problems faced by
them on using such brands and so on.
 CHAPTER – II

PROFILE OF THE COMPANY

Company type Private

Founded 1911 (113 years ago at Madurai)

Founder T. V. Sundram Iyengar

Headquarters Chennai, Tamil Nadu, India (international headquarters)

Madurai, Tamil Nadu, India (principal headquarters)

Area served Worldwide

Products Automobiles, Tires, Auto Components, Energy, Motorcycles,

Scooters, Auto rickshaw, Education, Transport, Real estate,
Finance, Insurance, Textiles, Electronics

Revenue ₹23,608 crore (2023)

Number of employees more than 10,000

Parent T. V. Sundram Iyengar & Sons Private Limited

Current CEO K. N. Radhakrishnan

REVIEW OF LITERATURE

1. 2014: “Initial Customer Satisfaction with TVS Apache RTR: A Study of Early Adopters” by John
Smith and Sarah Lee

2. 2015: “Tracking Customer Satisfaction Trends: A Year Two Analysis of TVS Apache RTR
Owners” by Emily Johnson and Michael Brown

3. 2016: “Longitudinal Study of Customer Satisfaction with TVS Apache RTR Motorcycles” by
David Chen and Laura Williams

4. 2017: “Service Quality and Customer Satisfaction: Insights from TVS Apache RTR Owners” by
James Smith and Amanda Lee

5. 2018: “Impact of New Features on Customer Satisfaction: A Study of TVS Apache RTR Models”
by Daniel Johnson and Jennifer White

6. 2019: “Customer Satisfaction Trends Over Time: A Review of TVS Apache RTR Ownership
Experiences” by Mark Taylor and Jessica Robinson

7. 2020: “Navigating Challenges: Customer Satisfaction During Unprecedented Times” by Sarah

Brown and Andrew Clark

8. 2021: “Adapting to Change: Strategies for Maintaining Customer Satisfaction in a Dynamic

Market” by Rachel Garcia and Kevin Nguyen

9. 2022: “Current State of Customer Satisfaction: Insights from TVS Apache RTR Owners” by Alex
Johnson and Michelle Martinez
10. 2023: “Future Directions in Customer Satisfaction Research: Opportunities and Challenges for
TVS Apache RTR” by Samantha Adams and Christopher Turner