09-05-2014, 02:59 PM
A STUDY ON CONSUMERS PREFERENCE AND SATISFACTION TOWARDS TVS BIKES IN KANCHEEPURAM TOWN
A STUDY ON CONSUMERS .pdf (Size: 67.27 KB / Downloads: 41)
ABSTRACT
The Automobile Company gain market leadership only if it understands the consumer needs
and final solution that delights consumer through superior value, quality and service,
consumer preference is a vital factors in marketing.
To analyze the need for purchasing the particular type of two-wheeler in Kanchipuram town.
Consumer preference and consumer behaviour are similar, attributed in broad prospective.
In order to accomplish this objective a market survey was conducted with 100 respondents in
the study area. Advertisement campaign should aim at reaching the ultimate custom and the
authorized dealers should also device a suitable advertisement to catch local customers. The
introduction of TVS bike have revolutionaries in the field of two Wheeler industry. Large
number of fancy two wheeler should be introduced by the company. It is concluded from the
study that the TVS motor company gaining market share in Two Wheeler Industry
INTRODUCTION
Automobile industry is an ever expanding industry. It is one of the labor intensive industries
providing large number of employment opportunities both directly and indirectly. It also
increases the economic stability of a country to wide extent. It encourages small scale
industries. Automobile industry increases the export and import of a country which helps to
earn foreign exchange. Automobile company which helps to earn foreign exchange.
Automobile company is all around and all of us need to know something about it.
Automobile company is not a single unit it consist of several department^ wholesaler, retailer
and individuals.
The Automobile Company gain market leadership only if it understands the consumer needs
and final solution that delights consumer through superior value, quality and service,
consumer preference is a vital factors in marketing management. Unless a marketing manager
has the knowledge of the factors that affects consumers purchasing patterns, he cannot do his
best in formulation of the sale policies and advertising policies.
DEFINITION
Consumers typically describe what they want in terms of products benefits, functions,
characteristics, performance, Criteria and even manufacturing procedures. A marketing
manager must be aware of the reasons, why people buy product in a shop or in a certain store.
Since consumers differ on their present and future buying requirement, hence knowledge of
the buyer behavior required. Buying patterns of different market segments helps marketers to
identify groups, which represent the greatest sales potential.
Therefore marketing management must know what buyers are really seeking in the purchase
of goods and services. The ultimate motive of all marketing activities is consumer
satisfaction.
STATEMENT OF THE PROBLEM
The study is about the activities of the consumers with respect to their opinion about the best
quality of two wheelers and their preference towards the purchase of two wheelers. The
research is also analyzing the consumer's income level, advantage and disadvantage of
vehicle, price of the vehicle, quality because these factors also determine the purchase factor.
FACTORS INFLUENCING THE CONSUMERS PREFERENCE
The various factors affecting the consumers preference are as follows:-
Consumer preference and consumer behaviour are similar, attributed in broad prospective. Consumer
behaviour or buyers attitude is a process by which an individual decides what, when, how,whether or
not, from whom to purchase goods and the service.
The consumer's decisions are not hollow but influenced by cultural, social, personal and psychological
factors substantially influence the purchases of the buyer. Most of the factors are " NOT
CONTROLLABLE "by the marketers which are also to be taken into account.