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- 1. Rani Channamma UniversityBelgaum A Project ReportOn “BRAND LOYALTY” Undertaken at SARUR MOTORS BAILHONGAL K.R.C.E. Society’s S.B.HARKUNI BBA COLLEGE BAILHONGAL - 591102. In partial fulfillment of BACHELOR OF BUSINESS ADMINISTRATION During the academic year 2022- 23 Submitted by Mr. SHIVANAND PATTED Reg.No:B2018411 Internal Guide: External Guide: Prof .N.A.INAMDAR Mr. Sanjeev Totagi K.R.C.E.S’s B.B.A College Manager Bailhongal. Sarur Motors, Bailhongal 2022-23
- 2. COMPANY PROFILE Name ofthe firm: SARUR MOTORS Location: Metgud Complex Bailhongal Pin code: 591102 Year of establishment: 2020 Form of Ownership: Sole-Proprietorship Product type: Two wheelers Contact number: 7975626752 Name of the Establisher: Imam Mullanavar
- 3. TVSMotorCompany– Mission We are committedto being a highly profitable, socially responsible, and leading manufacturer. Lifetime personal transportation products under the TVS brand, for customers predominantly in Asian markets and to provide fulfillment and prosperity for employees, dealers and suppliers. VisionStatement 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 customers satisfaction by giving the customer theright product, at the right price, at the right time. TVS Motor will be one among the top two two-wheeler manufacturers in India and one among the top five two-wheeler manufacturers in Asia.
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- 6. SWOT ANALYSIS Strengths 1. Hugebrand equity and one of the biggest players in the two wheelers Indian market. 2. Excellent R & D and wide variety of product in every segment. 3. Excellent distribution and good number of service centres. 4. TVS group has 40,000 employees and a customer reach of over 50 million. 5. Associating it self with celebrity brand ambassadors. Weaknesses 1. Absence in the premium bike segment. 2. Lack of Scale 3. Delayed ne innovations. 4. Less creative advertisements. Opportunities 1) Two wheeler segment is one of the most growing industries. 2) Export of bikes is limited i.e. untapped international market. Threats 1) Strong competition from Indian as well as international brands. 2) Dependence on government policies and rising fuel prices. 3) Better public transport will affect two wheeler sale.
- 7. Introduction to theTopic Brand loyalty occurs when a customer chooses to repeatedly purchase a product produced by the same company instead of a substitute product produced by a competitor. For example, some people will always buy Coke at the grocery store, while other people will always purchase Pepsi. Conceptual Framework Brand loyalty is often based upon perception. A consumer will consistently purchase the same product because she perceives it as being the superior product among the choices available. You should note that brand loyalty usually relates to a product, not a company. For example, while you may be loyal to your Honda Accord, when it comes to motorcycles, you might believe that a Harley leaves a Honda motorcycle in the dust. Brand loyalty is important for several reasons. First, it reduces the cost of production because thesales volume is higher. Second, companies with brand-loyal customers don't have to spend as much money on marketing the product, which will permit the company to either retain more earnings or to invest resources elsewhere. Third, companies may use premium pricing that will increase profit margins. Finally, loyal customers tend to recommend products that they like. Businesses do have to exert significant effort to facilitate brand loyalty. You need to convince potential customers that your product has a significant advantage over other products to justify consistent purchases of your product. Businesses also will attempt to leverage brand loyalty developed for a product to other products offered by the company. The hope is to create brand loyalty for as many products as possible.
- 8. METHODOLOGY: The primary datawas collected by means of survey Questionnaire. The information was collected from 50 respondents in Bailhongal. Secondary data was collected from books, company broachers & Internet Browsing. OBJECTIVE OF STUDY 1) To study about the brand loyalty. 2) To study the customers buying decision Process. 3) To study the relationship between Dealer And Customers. 4) To know the different sales Promotional activities. 5) To find out determinants of brand loyalty. 6) To study the brand loyalty of Sarur Motors.
- 9. QUESTIONNAIRE 1) Which variantof TVS Bike do you Presently own? OPTION Respondents PERCENTAGE Radeon 10 20% Wego 10 20% Jupiter 8 16% Raider 4 8% Star City Plus 8 16% TVS XL 6 12% Other 4 8% Total 50 100% Interpretation : According to the survey it is found that 70% of the respondents are aware of the TVS brand in Bailhongal and 30% of the respondents are un-aware of TVS brand in Bailhongal city. 20% 20% 16% 8% 16% 12% 8% 0% 5% 10% 15% 20% 25% Radeon Wego Jupiter Raider Star City Plus TVS XL Other PERCENTAGE PERCENTAGE
- 10. 2) What isthe Reason to be loyal with brand TVS? Sl. No Options No. of respondents Response in % 1 Quality 15 30% 2 Price 15 30% 3 Availability 10 20% 4 Others 10 20% Interpretation: According to the survey it is found that 30% of equal majority of the respondents will go for the TVS brand because of its quality and price. And 20% of least equal majority of the respondents will go for the TVS brand because of its availability and others factors. 0% 5% 10% 15% 20% 25% 30% 35% Quality Price Availability Others Response in % Response in %
- 11. 3) Do youhave satisfaction with brand TVS? Sl. No Options Response in % No. of respondents 1 Excellent 20% 10 2 Satisfied 40% 20 3 Neutral 30% 15 4 Dis satisfied 10% 5 Interpretation : According to the survey it is found that 40% of the respondents satisfied with brand TVS , and least number of respondents i.e 10% of the respondents dis satisfied with brand TVS. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Excellent Satisfied Neutral Dis satisfied Response in % Responsein %
- 12. 4) What arethe sources of awareness of TVS Brand? Option No. of Respondents Percentage Newspapers 10 20% Magazines 10 20% Friends 4 8% Road shows 4 8% TV Adds 6 12% Website/blogs 8 16% Showroom 4 8% Others 4 8% Total 50 100 Interpretation In the above data it is clearly said that the awareness of the clients in the organization most of them the sources of information of the TVS Brand Bike has been collected from the newspapers and magazine. 0 0.05 0.1 0.15 0.2 0.25 Series3 Series2 Series1
- 13. 5) Does thecompany take action towards complaints from customers? Option No. of Respondents Percentage Yes 28 56% No 22 44% Total 50 100 Interpretation From the above analysis the customers respondent says that company takes action towards the complaints. 0% 10% 20% 30% 40% 50% 60% Yes No Percentage Percentage
- 14. 6)By offering rewardsfor you to engage with the brand regularly, would this help youdevelop a closer relationship and increase your brand loyalty with the brand of TVS. Sl. No Options Response in % No. of respondents 1 Yes 50% 25 2 No 50% 25 Interpretation: According to the survey it is found that, 50% of the respondents said yes tothe question and remaining 50% said no to the question. 0% 10% 20% 30% 40% 50% 60% Yes No Response in % Responsein %
- 15. 7)On what basisdo you Purchase or Buy a TVS brand? Sl. No Options Response in % No. of respondents 1 Advertisement 10% 5 2 Brand name 20% 10 3 Quality 30% 15 4 Availability/service 20% 10 5 Package 20% 10 Interpretation : According to the survey it is found that 30% of the respondents of will select the TVS brand on the basis of quality and style. And least 10% of the respondents will select the brand on the basis of advertisement. 0% 5% 10% 15% 20% 25% 30% 35% Response in % Responsein %
- 16. FINDINGS: 1) Maximum numberof respondents came to know about TVS two wheeler by TV ads. 2) Major part of the respondents have average satisfaction level for the dealer’s attitude. 3) 43 respondents said that they find only exchange mela as the sales promotional activity. 4) Only 45 percent of respondents are satisfied with the cost of the spares available at SARUR MOTORS Services center. 5) 45 respondents said that are satisfied with the cost of the Paid up Services at SARUR MOTORS Services center. 6) 32 respondents average satisfied with the time taken to repair vehicles at SARUR MOTORS service center. 7) 38 respondents have average satisfaction level for the vehicles delivered to customers. 8) Maximum number of respondents are only satisfied with the availability of spares. 9) Maximum number of respondents said that they get better EMI facility in SARUR MOTORS 10) Maximum number of respondents said that they get better first three free services facility in SARUR MOTORS.
- 17. Suggestions: a. Dealers haveto improve his attitude towards Customers through good communication skills like whenever they visit to service center make feel free to customers. b. Dealer should undertake more sales promotional activities such as make more advertisement in the city, provide gift hampers for new purchasers, dealer should provide better service to the customers. c. Dealer should expand its service yard place as they can provide better services. d. Dealer should maintain stock in his service center. e.Service department should try to return the bikes in 6hrs. f.Try to use advanced technology in marketing.
- 18. CONCLUSION TVS automobiles isone of leading company in two wheeler sector . TVS automobile is captured market. By seeing the performance of TVS two wheeler And service provided by the Sarur MOTORS Center. I can conclude that it has wide market and bright future for its sales. And also in the current market it is one of the leading vehicles. The distribution and availability of the vehicle in Bailhongal city has to Improve Because of the Competing of the vehicle like Hero Honda, TVS are very high market share. As per show room is concerned is having good prospects in near feature it is providing good service and majority of the people are satisfied with TVS company vehicle.
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