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Budge Budge, Kolkata-700137



Acknowledgement department is not easy to me as I am indebted to many people but
firstly towards EIILM which have given us opportunity to be in such a professional course.
After that I am indebted to Mr. ADITYA NARAYAN SINGH (External Guide), Mr.
(Showroom Owner) for their sincere guidance and valuable suggestion in formulating the

Our acknowledgement department will be incomplete if I fail to give sincere thanks

to Prof. Harsh Arora (Internal Guide) as without her suggestions the project would not
have materialized of.

Last but not the least I would like to thanks to my Campus Head Mrs. Parnapriya
Sahas and Respected Director Dr. R.P. Banerjee and to all the employees of TVS
MOTORS for their kind co-operation and guidance.



ACTIVITY FOR STORE” is submitted by my partial fulfillment of the required for PGPM
from EIILM is an original work of my. I declare that this project has not been published
previously elsewhere; it is the result of my own effort & has been taken fully for academic
purpose. All education materials consulted in the course of the study have been declared in the
reference. I have done this work independently under guidance of Our External Guide: Mr.
ADITYA NARAYAN SINGH, Area Marketing Manager of TVS Motors Kolkata, and my
Internal Guide: Prof. HARSH ARORA, Faculty of EIILM, Kolkata. This work has not been
submitted in full or part to many Institute or University for the award of any degree or diploma.


Sl. No. Topics
Page No.
1. Introduction 5

2. Different Type Of Store 6-7

3. History Of Automobile Industry In India 8-9

4. History Of Two Wheeler In India 10-11

5. Company Profile 12-14

6. Company Flashback 15

7. Objective 16

8. Methodology 17

9. Mystery Visit 18

10. Show Room Activity 19

11. Data Tabulation & Analysis 21-31

12. Jive Promotion 32

13. Customer Feedback Of Jive 33

14. Survey on number of people enquiring for bike 35

15. Findings 36

16. Recommendations 37

17. Learning 38

18. Conclusion 39

19. Limitation 40

20. Annexure 41-43

21. Reference 44


The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off or
sheds a small piece from something. Retailer is a Person or Agent or Agency or Company or
Organization who is instrumental in reaching the Goods or Merchandise or Services to the End
User or Ultimate Consumer. All the activities involved in selling goods or services directly to
final consumers for their personal, non-business use is called Retailing. It consists of fixed
location, such as departments, boutiques or individuals for direct consumption by the purchaser.
Retailing may include subordinate service, such as Home delivery. Marketing researcher see
retailing process as a necessary part of their overall distribution strategy.

Types of Retailer: i) Store Retailer, ii) Non-store Retailer.

Store retailer is the retailer which operates on a fixed point of sale and depends on certain

Non-Store retailers are those retailer which use various methods such as broadcasting
of "infomercials" direct response advertising etc.

Different Types of Store:-
I. Specialty Stores

II. Department Stores

III. Supermarkets

IV. Convenience Stores

V. Superstores

VI. Category Killers

VII. Hypermarkets

Specialty stores are small stores which specialize in a specific range of merchandise and
related items. Specialty stores in India are: Pantaloons, Ganguram, Steel junction ,Metal
Junction, Music world, Raymonds, Khadims, Bata, Apollo Pharmacy, Addidas, Sony world ,
Nokia world, Food Bazar ,Haldiram Bhujiwala, Sifyiway, KC Das ,Bausch and Lomb.

Department Store is a retail establishment which specializes in satisfying a wide range of

consumer’s personal and residential durable goods product need, and also offers consumer a
choice of multiple merchandise lines at variable price points in all product categories.
Department Stores sell products including apparel, furniture, home appliances, electronics and
additional select product line such as paint, hardware, toiletries, photographic equipment,
jewellery, toys and sporting goods.

A supermarket is a form of grocery store, a self -service store offering a wide variety of
food and household merchandise, organized into department. It is larger in size and has a wider
selection than a grocery store and it is smaller than a hypermarket or superstore. Supermarket
typically comprises of meat, fresh produce dairy and baked goods departments along with shelf
space reserved for canned and packed goods as well as for nonfood items such as household
cleaners, pharmacy products. Most of the supermarket sell variety of other household products
that are consumed regularly, such as alcohol (where permitted), household cleaning products,
medicine ,clothes and some sell a much wider range of non food products. It usually offers
products at low prices by reducing their economic margins.

Convenience store is a small store or shop that sells items such as candy, ice- cream, soft
drinks, lottery tickets, cigarettes and other tobacco products, newspapers and magazines along
with a selection of processed food and perhaps some groceries. They are often located alongside
busy roads, in densely-populated urban neighborhood at petrol stations or near railway station
or other transportation hubs. In some countries most convenience store have longer shopping
hours, some being open 24 hours.

Superstore is a large retail establishment, a part of retail chain.Example of superstore in

India are Star India Bazaar, Big Bazaar, Reliance Retail, Vishal Market, Citi-mart, Vishal

Category Killer is a large retail chain store that is dominated in its product category. This
type of store generally offers an extensive selection of merchandise at prices so low that smaller
stores cannot compete. Which is also known as Big Box Store?

Hypermarket is a superstore which combines a supermarket and a department store.

Hypermarkets are like other big-box stores, typically have business model focusing on high-
volume, low margin sales.

The Organization has given a choice of different aspects or topics, as the title is
“Comprehensive Study” & asked us to choose any one of them.

Under the guidance of respective Store Manager, we have chosen the following topic.

“Customer feedback based on products and services available at the store .”

Retailing in India is evolving rapidly, with consumer spending growing by

unprecedented rates and with increasing number of global players investing in this sector.
Organized retail in India is undergoing a metamorphosis and is expected to scale up to meet
global standards over the next five years.

India’s retail market has experienced enormous growth over the past decade, more than
doubling in size to US$ 311.7 billion in 2005-06. The market was estimated at US$ 1.1 trillion
(in PPP terms) in 2005-06.

History of Automobile Industry in India

Automobile Industry in India has witnessed a tremendous growth in recent years and is all set to
carry on the momentum in the foreseeable future. Indian automobile industry has come a long
way since the first car ran on the streets of Bombay in 1898. Today, automobile sector in India
is one of the key sectors of the economy in terms of the employment. Directly and indirectly it
employs more than 10 million people and if we add the number of people employed in the auto-
component and auto ancillary industry then the number goes even higher.

The automobile industry comprises of heavy vehicles (trucks, buses, tempos, tractors);
passenger cars; and two-wheelers. Heavy vehicles section is dominated by Tata-Telco, Ashok
Leyland, Eicher Motors, Mahindra and Mahindra, and Bajaj. The major car manufacturers in
India are Hindustan Motors, Maruti Udyog, Fiat India Private Ltd., Ford India Ltd., General
Motors India Pvt. Ltd., Honda Siel Cars India Ltd., Hyundai Motors India Ltd., and Skoda India
Private Ltd., Toyota Motors, Tata Motors etc. The dominant players in the two-wheeler sector
are Hero Honda, Bajaj, TVS, Honda Motorcycle & Scooter India (Pvt.) Ltd., and Yamaha etc.

Indian automobile industry has matured in last few years and offers differentiated products for
different segments of the society. It is currently making inroads into the rural middle class
market after its inroads into the urban markets and rural rich. In the recent years Indian
automobile sector has witnessed a slew of investments. India is on every major global
automobile player's radar. Indian automobile industry is also fast becoming an outsourcing hub
for automobile companies worldwide, as indicated by the zooming automobile exports from the
country. Today, Hyundai, Honda, Toyota, GM, Ford and Mitsubishi have set up their
manufacturing bases in India. Due to rapid economic growth and higher disposable income it is
believed that the success story of the Indian automobile industry is not going to end soon.

Some of the major characteristics of Indian automobile sector are:

• Second largest two-wheeler market in the world.
• Fourth largest commercial vehicle market in the world.
• 11th largest passenger car market in the world
• Expected to become the world's third largest automobile market by 2030, behind only
China and the US

History of Two Wheeler In India

India is the second largest producer of two-wheelers in the world. In the last few years, the
Indian two-wheeler industry has seen spectacular growth. The country stands next to China and
Japan in terms of production and sales respectively.

Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a
large share in the two-wheeler industry, bikes and scooters cover a major segment. Bikes are
considered to be the favorite among the youth generation, as they help in easy commutation.

Large varieties of two wheelers are available in the market, known for their latest technology
and enhanced mileage. Indian bikes, scooters and mopeds represent style and class for both men
and women in India.

About 3.1% of Indian households own a motorcycle; annual sales of motorcycles are expected
to reach 10 million by 2010.

Motorised two-wheelers like Scooters, small capacity motorcycles and moped are very popular
as a mode of transport due to their fuel efficiency and ease of use in congested traffic. The
number of two-wheelers sold is several times that of cars. There were 4.75 crore (47.5 million)
powered two wheelers in India in 2003 compared with just 86 lakh (8.6 million) cars. Hero
Honda, Honda, TVS Motors and Bajaj Auto are the largest two-wheeler companies in terms of
market-share. Royal Enfild, an iconic brand name in the country, manufactures different
variants of the Bullet motorcycle which is regarded as a classic motorcycle that is still in

Manufacture of scooters in India started when Automobile Products of India (API), set up at
Mumbai and incorporated in 1949, began assembling Innocenti-built Lambretta scooters in
India post independence. They eventually acquired licence for the Li150 series model, of which
they began full-fledged production from the early sixties onwards. In 1972, Scooters India Ltd
(SIL), a state-run enterprise based in Lucknow, Uttar Pradesh, bought the entire manufacturing
rights of the last Innocenti Lambretta model. API has infrastructural facilities at Mumbai,
Aurangabad, and Chennai but has been non-operational since 2002. SIL stopped producing
scooters in 1998.

Motorcycles and scooters can be rented in many cities. Wearing protective headgear is
mandatory for both the rider and the pillion-rider in most cities.

Benefits of two wheelers

Two-wheelers are the most popular and highly sought out medium of transport in India. The
trend of owning two-wheelers is due to its-

• Economical price
• Safety
• Fuel-efficient
• Comfort level

However, few Indian bike enthusiasts prefer high performance imported bikes. Some of the
most popular high-speed bikes are Suzuki Hayabusa, Kawasaki Ninja, Suzuki Zeus, Hero
Honda Karizma, Bajaj Pulsar and Honda Unicorn. These super bikes are specially designed for
those who have a zeal for speedy drive.
Browse through the pages and catch all the details of high-performance two wheelers in India.
Know more about latest launches and happenings in two wheelers industry

Company Profile
Inspiration in Motion
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 Group is one of India's oldest business groups. It is a giant conglomerate with presence in
diverse fields like automotive component manufacturing, automotive dealerships and electronics.
Today, there are over thirty companies in the TVS Group, employing more than 40,000 people
worldwide and with a turnover in excess of USD 2.2 billion.

TVS Group originated as a transport company in 1911. TV Sundaram Iyengar and Sons Limited is
the parent and holding company of the TVS Group. TV Sundram Iyengar and Sons Limited has
the following three divisions:

TVS and Sons: TVS and Sons is the largest automobile distribution company in India. It
distributes Heavy Duty Commercial Vehicles, Jeeps and Cars. TVS and Sons represent premier
automotive companies like Ashok Leyland, Mahindra and Mahindra Ltd., and Honda. The
company is also one of the leading logistics solution providers and has set up state-of-the-art
warehouses all over the country. TVS and Sons has also diversified into distributing a range of
Garage equipments.

Sundaram Motors: Sundaram Motors distributes Heavy Duty Commercial Vehicles, Cars, and
auto spare parts for several leading manufacturers. The company is also the dealer for Ashok
Leyland, Honda, Fiat, Ford and Mercedes Benz.

Madras Auto Service: Madras Auto Service distributes automotive spare parts for all leading

Other major companies of TVS Group are:

TVS - Motor Company Limited: TVS Motor Company Limited is one of the largest two-wheeler
manufacturers in India. It manufactures Motorcycles, Mopeds, Scooterettes and Scooters.


1980  India's first 2 seater 50cc Moped TVS 50, launched in Aug.
1984  First Indian Company to introduce 100cc Indo-Japanese motorcycles in
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 motorcycles 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

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


The Consumer buying behavior for bikes.

 Initiated personal selling in the store & giving test ride to the customer to make aware

 Organizing sale around the showroom.

 To promote the new clutch less technology.


Data source – Primary Data

The data is taken directly from the two wheeler rider.

Instrument Used – Questionnaire

The questionnaire consists of 11 questions. This questionnaire is provided by the
TVS regional office based on which Customers Feedback (Primary Data) has been

Sample size – 300

Sampling technique – Convenience sampling.

Sampling Frame – Customer who ride two wheeler.

Mystery Customer Activity

I was attend all two wheeler showroom of Paschim Medinipore

district as mystery customer to following point.

 Approach of staffs of showroom to the intending customer.

 Whether they reply to all enquiries of intending customer.

 Whether test drive conducted in front of all willing customer.

 Whether showroom staffs made the willing customers aware

regarding availability of loan facility and help to prepare
required papers

 Whether official of loan granting available

I made marking on the showrooms on the above points.

 On the first day of attendance in showroom, I watched the
activity of staffs of showroom, their approach of the public,
how to carry out the work of showroom.

 From second day I involved myself with the staffs of

showroom to convince the customers regarding utility/ benefit
of JIVE model.

 Test drive of JIVE model performed by my self in front of

customers attended showroom with intention to know about
JIVE model. Offered gift coupon to the customers participated
in test drive.

 During the period of when I attended the showroom I have

also taken follow up action with customers attended the
showroom, over phone to insist them to purchase JIVE model.

Number of people owning two
People owning two wheelers 82%

People not owning two wheelers 18%

82% of people having won 2wheelers 18% of people do not have won

Number of People Currently Using

Various Brand

Brand Percentage
Hero Honda 38 %

Bajaj 22 %

TVS 16 %

Honda 15 %

Yamaha 9%

In the pie chart above, maximum people are using Hero Honda and Bajaj. The percentage
of TVS users is less, so we need to maximize this overall percentage. In order to increase this
percentage the overall quality of the bikes this includes price, looks and more importantly

Reasons for change of bike

Reason Percentage

Mileage 28%

Looks 15%

Longevity 24%

Don’t want to change 33%

According to the above pie chart, the main reason for changing bikes is the mileage
followed by longevity and looks. But most of the peoples are satisfied with the old bikes and
don’t want to change.

Company new modal bikes take care of more mileage.

Percentage of people knowing
different showrooms of different

Showrooms Percentage
Hero Honda 23%

Bajaj 22%

Honda 20%

TVS 17%

Yamaha 15%

Hero Honda 3%

Awareness of the brand should be increase, by doing advertisement in the locality by the

Customer brand preference

Brand Customer Brand Preference

Hero Honda 47%
Bajaj 20%
TVS 15%
Honda 14%
Yamaha 4%


According to the bar diagram above, Hero Honda has the maximum brand preference
followed by Bajaj, TVS, Honda and Yamaha. We being the TVS people should provide some
additional benefits to our customers in order to increase the overall brand preference

Awareness Percentage of Various TVS

Various Brands Percentage

Star Sport 12%
Star City 17%
Jive 7%
Apache 19%
Scooty Pep Plus 13%
Scooty Streak 14%
Heavy Duty (Moped) 18%

According to the above chart, Apache is highest known product of TVS followed by
Heavy Duty (Moped), Star City, Scooty Streak, Scooty Pep Plus and Jive. Jive is the newly
launched product of TVS so it is not known by many people.

Percentage of people ridden a bike
without clutch lever

Ridden bike without clutch lever 26%

Never ridden bike without clutch lever 74%

From the above pie chart, we can say that not many people are aware about the new
product of TVS, Jive.

Percentage of people aware about the
new product of TVS i.e. “Jive”

Percentage of people aware of Jive 23%

Percentage of people not aware of 77%

From the above pie chart, we can say that not many people are aware about the new
product of TVS, Jive.

People seen Jive’s advertisement

Seen Jive’s Advertisement 22%
Not seen Jive’s Advertisement 78%

From the pie chart above, we can say that maximum people has not seen the Jive’s

Age group of Riders

Age group of Riders Percentage
18-28 24%
28-38 43%
38-48 22%
48 & above 11%

From the above pie chart, we can say that not many people are aware about the new
product of TVS, Jive.

Percentage of people occupation

Occupation Percentage
Student 21%
Service 42%
Self Employed 10%
Business 25%
Others 2%

From the pie chart above, we can say that maximum numbers of people owning bikes or
going to purchase bikes are service men which are followed by business men and students.

I started promotion activities for Jive from 14th of June, 2010 which ended on 21st of June,
2010. For the promotion of Jive I on behalf of TVS put up a tent nearby roadside. I was to keep
a demo Jive bike in the tent and I was provided with a salesman from one of the TVS
showroom. I and the salesman invited people passing by and asked them to have a test drive
with which I also explained the features of the bike. On the last I collected a feedback from
those people.

Company has given me the target to at least 30 test drives in a day. Company has
provided a gift voucher to the people taking test drives by which they will get Rs. 500 off on
buying Jive. And also for Jive promotion I had distributed pocket calendars.


I had visited 5 people, who have purchased Jive in their residents on 22nd June, 2010. I
had collected their feedback on Jive. I had collected feedback from the customers on the
following mentioned points. I had asked them to rank the following options:

 T.MATIC AUTO CLUTCH For easy handling in traffic

 Shift from 4th gear to neutral, directly

 Stress free biking with ZERO KNOCKING even at low speeds

 Saves time, eases your ride through traffic

 Space for a water bottle and an umbrella

 Lead the way with instant push-button start, in any gear

From the collected feedback I had prepared a collage with the photos of the responders and it
was displayed in the Medinipore Krishna Motors.

Number of customers visiting the
showroom for enquiry for various bikes

Model Name Number of People

Apache 26%
Star City 12%
Scooty Pep Plus 18%
Scooty Teenz 6%
Heavy Duty 20%
XL Super 12%
Jive 6%

From the above bar chart, we can say that in Krishna Motors maximum people come for
the enquiry of Apache and Heavy Duty whereas only 6% people came for the enquiry of Jive.

 There are only 18% of people who do not use uses two wheelers and 82% of people are
using two wheelers.

 Only 17% of people are aware about the TVS showroom.

 The percentage of people using TVS bikes lesser than the people using bikes of Hero
Honda and Bajaj.

 The main reason of changing bike is the lesser mileage of bikes and a large percentage of
people don’t want to change their present bike.

 Most of the people prefer Hero Honda as their first choice for bike followed by Bajaj,
TVS, Honda then Yamaha.

 Maximum people are aware of Apache and Star City followed by other products like
Scooty Streak and Scooty Pep Plus. There are very less number of people who are aware
of the new product of TVS i.e. Jive.

 Bike riders are maximum in the age group of 28-38. There is very less number of bike
riders in the age group of 48 and above.

 Maximum number of people owning bikes or going to purchase bikes is service men
followed by business men and students.

 The maximum people in the showroom came for the enquiry of Apache, Heavy Duty and
Scooty Pep Plus. The number of people enquiring for Jive is very less.


 TVS is the 3rd position in bike segment so we need to concentration Marketing and

 TVS can emphasize on looks and style of the bikes as there are many people who
purchase bikes on the basis of their looks and style.

 High segment TVS Apache bike is success but low segment TVS is not success in this
segment Hero Honda is success.

 Business man and student (18-28) is a target customer.

 Find out target customers.

 Flexibility: Here flexibility means, we want to say that mental & physical strength
because we have to spend almost 10 hours into the store and again we have to spend 9-
10 hours on the next day.
 How to handle customers: We have learned that how to handle customers because in our
showroom different types of customer were came and they had different demand,
problems, questions, so we had to satisfy those customer as much as possible.

 Time Management: It is very important in the job sector. You have to very much
punctual; you have to reach your destination at a right time. During these 2 months we
had to maintain time management and we are able to do it.

 Experience of working in a group: Working in a group, it’s a very good experience for us
and also it is very helpful for our future. When we work as a group we had to adjust with
them, we had to listen all of their opinions and after the discussion then we come to a

The data I gathered from the survey helped me to understand the preference of bikes by
the riders and the qualities they would like in their bikes. The data gave an idea that the
promotion of TVS bikes is not up to the mark. According to the riders of TVS bikes the best
things about TVS bikes is the mileage.

I had done promotional activity for the new product of TVS i.e. Jive from where my
learned the various techniques used for promotion. I came across many people and described
about the feature of Jive which was very learning. It was a great experience when I had to
interact with customers in showroom with different queries, needs and demand.

Finally I would like to thanks TVS and showroom manager and showroom owner for
giving us this great opportunity to learn and increase our managerial skills.

 During the survey people do not want to give answers of the questions

Questionnaire used for the survey

Q1. Do you own a two wheeler?

a. Yes

b. No

Q2. Which Model do you own (Brand & Model)?


Q3. Please tick on the dealerships you aware of in your town? (plese mention the name of
dealerships in your town)

a. TVS(Krishna Motors)

b. Bajaj(Amit Motors)

c. Hero Honda(Palco Automobiles)

d. Yamaha(Krishna Motors)

e. Honda(R.K.Honda)

Q4. Which all brand have you considered while purchasing your present vehicle?

a. TVS

b. Bajaj

c. Hero Honda

d. Yamaha

e. Suzuki

f. Honda

Q5. Which of the TVS products are you aware of (please tick)

a. Star Sport

b. Star City

c. Jive
d. Apache

e. Scooty Pep Plus

f. Scooty Streak

g. Heavy Duty (Moped)

Q6. Why have you changed your previous bike, please give reasons?

a. ……………………………….

b. ……………………………….

c. ……………………………….

d. ……………………………….

Q7. Have you ever ridden a bike without a clutch lever?

a. Yes

b. No

Q8. What is the name of the new clutch less bike offered by TVS?

a. Give

b. Hive

c. Jive

d. Life

Q9. Have you seen jive’s advertisement?

a. Yes

b. No

Personal Details

Name ……………………………….

Age ……………………………….


a) Student b)Service c) self Employed d) Business e) Others

Age Group:

a) 18-28 b) 28-38 c) 38-48 d) 48 & above

Address ……………………………….


Town ……………………………….

Mobile No ……………………………….

 Websites



 Books
o Business Research Methods- Donalds R Cooper and Pamela S Schindler

o Marketing Management- Philip Kotler, Abraham Koshy and Mithileshwar Jha