Project tata

7/31/2019 Project tata

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SCOOTERS INDIA LIMITED

SUMMER TRAINING PROJECT

On

BRAND POTENTIAL THROUGH USER

PRECEPTION AND SATISFACTION OF THREE

WHEELERS (LOADER SEGMENT)

SUBMITTED TO

Mr. R.K.CHADHA

Manager (Marketing)

Scooters India Limited (SIL)

Lucknow

SUBMITTED BY

Pramod Kumar

PGDM (2011-13)

G.L. Bajaj Institute Of Management And Research

Greater Noida


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ACKNOWLEDGEMENT

I hereby acknowledge Scooters India Limited for providing the constant guidance for

encouragement, which helped me a lot to be successful in my efforts. Through this project, I

have tried to make a step towards my journey to be a complete manager.

This formal acknowledgement will hardly be sufficient to express my deep sense of gratitude

to all of them. It was memorable experience while doing my project at Scooters India Limited

(SIL), Lucknow. I would therefore like to express my heartiest gratitude towards all of them.

I take immense pleasure in thanking Ms. Molly Chakraborty, Asstt. Manager (HR), Scooters

India Limited for giving me the opportunity to undertake my summer training at SIL.

I would like to thank Mr. Piyush Chandra, Regional Sales Manager, And Mr. R.K. Chadha,

Manager (Marketing), Scooters India Limited whose constant supervision and guidance

greatly broadened the cope of my training program.


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PREFACE

The project on An Analysis Of User Perception And Satisfaction Of Three- Wheelers is adetailed survey of the market which is divided into two logical segments.

This project only deals with the loader segment of three wheelers ( Diesel Engine ).

The project has been undertaken to analyze User Perception and Satisfaction about the

product that is, Vikram 750 D and helps in giving precise information about the competitors

in the local market that is, Lucknow City and their standing in it . Hence, the project tries to

give a good glimpse of the areas in consideration.

The project also covers other aspects as well as to study warranty policy and procedures of

different product of the companies competing in the loader segment of three wheelers andinvestigating user preferences for any particular brand, their average, monthly income, avg.

maintenance per month .

The project has been displayed in a simple and a logical manner. It has been divided into four

sections and each of these sections deals with separate topics as can ve witnessed.

Great efforts have been taken to maintain the truthfulness and validity of the project through

and extensive study so that it can serve as a feedback for Scooters India Limited, Lucknow

and help the organization in designing their future course of actions.


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Training At SIL

The main objective of the summer training at Scooters India Limited (SIL) was to conduct a

market research and to suggest some data backed recommendations, which on implication

should provide the results desired by the company.

Apart from the research work, SIL gave me a valuable opportunity by making me aware to

the current competitive word.

Along with the research, my responsibility also included, checking the customers awareness

of the products that serve as competitors to Vikram 750 D.

In the process of this, I also observed the sales and marketing of the product. For this first, the

target customers were identified.

Next, their addresses and contact numbers were attained, a database of all such customers

was made, and the customers who were interested in buying, as well as those who could be

convinced, were sorted out of the list. Then product demos were given to them, to satisfy the

slightest of the query, if they had any.

Then these customers list were given to the sales persons of the dealer, for further processes.

To perform all this, a complete knowledge of the product was required as well as the

complete knowledge of the competitor products was necessary for having and edge, toconvince the customer.

To enhance my knowledge about Vikram 750 D I personally also met few customers, which

were already having Vikram, and took the product feedback. This gave me the exact position

of my product and I got to know certain other points on which I can convince the customers,

which previously I was not aware of.

I m glad that I received a chance to have this kind of learning experience. Scooters India

Limited has taught me a lot, I practically experienced various concept of marketing and

human resource and above that, I experience those concepts which are neither taught in

classes not written in the text books.

To know them one has to stand in the market and SIL, gave me that very opportunity to stand

in the market and to learn. I am determined to carry these learning forwards and apply them

to the organizations I will be associated with in future.


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Table Of Contents :

Section- A... ..-8-

THE INDUSTRY PROFILE, COMPANY PROFILE, THE PRODUCT & THE

COMPETITORS .....-8-

THE INDUSTRY PROFILE..-9-

THE INDUSTRY ... 10-

THE COMPANY PROFILE .-15-

THE COMPANY ..-16-

SWOT Analysis ...-19-

KEY DRIVING FORCES ...-20-

THE PRODUCT PROFILE ..-21-

THE PRODUCTS ....-22-

VIKRAM 750D ...-23-

RESEARCH AND DEVELOPMENT ...-25-

THE COMPETITORS .-26-

MAHINDRA CHAMPION ... ......-28-

TATA ACE . -29-

BAJAJ MINIDOR ...-30-

SECTION-B... ...-31-

THE PROJECT PROFILE ...-31-

THE PROJECT ... -32-

PROBLEM ENCOUNTERED .......-33-

SECTION-C.. ..-34-

RESEARCH DESIGN AND METHODOLOGY...-34-

THE RESEARCH PROBLEM .. -35-

THE RESEARCH OBJECTIVE . .........-36-

THE RESEARCH DESIGN ...-37-

THE DATA SOURCE ..-37-

THE AREA OF WORK -37-


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DATA COLLLECTION METHOD ...-38-

THE ANALYTICAL TOOLS USED ......-38-

THE SAMPLE AND DESIGN ....-39-

LIMITATIONS OF THE SURVEY ....-40-

SECTION-D. -41-

DATA TABULATION AND ITS INTERPRETATION ...-41-

Q1, Is it your first vehicle -42-

Q2. What made you purchase this vehicle .-44-

Q3. Vehicle purchased this through ... -46-

Cash ... -46-

Finance -46-

Q5. How much was the delivery time ? ..........................................-48-

Q6. Were all promises kept while delivery of the vehicle .-50-

Q7. Service/ maintenance from: ..-52-

Showroom ...-52-

Local Mechanic ..-52-

Q8. Was there any major breakdown within one month after the purchase ? ..-54-

Q9. Overall sales experience ....-56-

Q11. What will be your next vehicle ...-58-

Q13. Your view on: ...-60-

Q13. Daily Running ..-63-

Q14. Monthly earning ..-64-

Q15. Monthly maintenance expenses ..-65-

Q16. Monthly savings ...-66-

FINDING BASED ON THE DATA .-67-

CONCLUSION ....-68-

RECOMMENDATIONS ..-69-

ANNEXURE..-70-


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ANNEXURE -1 ..-71-

` QUESTIONNAIRE ...-73-

APPENDIX ......-76-


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SECTION

A

THE INDUSTRY PROFILE,

COMPANY PROFILE,

THE PRODUCT & THE

COMPETITORS


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THE INDUSTRYPOFILE


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THE INDUSTRY

A sound transportation system plays a pivotal role in the countrys rapid economic andindustrial development. The well developed Indian automotive industry, with deep forward

and backward linkages, ably fulfills this catalytic role by producing a wide variety of

vehicles. Passenger cars, light, medium and heavy commercial vehicles, multi-utility vehicles

such as jeeps. Scooters, motorcycles, three wheelers, tractors etc.

Since the beginning of liberalization in 1992-93, there has been spectacular growth in the

industry and it achieved a cumulative annual groth rates (CAGR) of 22% between 1992 and

1997 outstripping industrial production growth by about 30%. This has led to an increase in

its contribution to industrial output from 4.3% in 1992-93 to 5.4% by 1996-97.

During the period of 1992-97, the automobile component industry has grown by a CAGR of

28%. Also this period was characterized by the entry of global automobile manufacturers for

setting up joint venture in India. There Haas Been Substantial addition to installed capacity

from 1993-94 to 1998-99.

GROWTH IN AUTOMOBILE INDUSTRY

The automotive industry in India is one of the largest in the world and one of the fastest growing

globally. India's passenger car and commercial vehicle manufacturing industry is the sixth largest in

the world, with an annual production of more than 3.7 million units in 2010. According to recent

reports, India is set to overtake Brazil to become the sixth largest passenger vehicle producer in the

world, growing 16-18 per cent to sell around three million units in the course of 2011-12. In 2009,

India emerged as Asia's fourth largest exporter ofpassenger cars, behind Japan, South Korea, and

Thailand.[3]

In 2010, India reached as Asia's third largest exporter ofpassenger cars, behind Japan and

South Korea beating Thailand.

As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive

vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second fastest

growing automobile market in the world. According to the Society of Indian Automobile

Manufacturers, annual vehicle sales are projected to increase to 5 million by 2015 and more than 9

million by 2020. By 2050, the country is expected to top the world in car volumes with approximately

611 million vehicles on the nation's roads.
http://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Automotive_industry_in_India#cite_note-bloomberg1-2http://en.wikipedia.org/wiki/Automotive_industry_in_India#cite_note-bloomberg1-2http://en.wikipedia.org/wiki/Automotive_industry_in_India#cite_note-bloomberg1-2http://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Indian_Road_Networkhttp://en.wikipedia.org/wiki/Indian_Road_Networkhttp://en.wikipedia.org/wiki/Indian_Road_Networkhttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Automotive_industry_in_India#cite_note-bloomberg1-2http://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Automotive_industry


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THE MARKET SIZE OF THREE

WHEELERS IN AUTOMOBILE INDUSTRY

The financial year 2010-11 was a mixed year for the automobile industry while the two-

wheelers segment witnessed an impressive growth largely due to growth in the motorcycle

segment . The whole market is been captured by the two-wheelers i.e. about 76% .

Commercial Vehicles and Three wheeler market is been at the downfall and which is need to

be improved . Passenger vehicles share is been also went down slightly .

Domestic Market Share For 2011-12

Passenger Vehicles 16.25

Commercial Vehicles 4.36

Three Wheelers 3.39

Two Wheelers 76.00


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SALES IN AUTOMOBILE INDUSTRY

Domestic Sales

The cumulative growth of the Passenger Vehicles segment during April 2007March 2008

was 12.17 percent. Passenger Cars grew by 11.79 percent, Utility Vehicles by 10.57 percent

and Multi Purpose Vehicles by 21.39 percent in this period.

The Commercial Vehicles segment grew marginally at 4.07 percent. While Medium & Heavy

Commercial Vehicles declined by 1.66 percent, Light Commercial Vehicles recorded a

growth of 12.29 percent.

Three Wheelers sales fell by 9.71 percent with sales of Goods Carriers declining drasticallyby 20.49 percent and Passenger Carriers declined by 2.13 percent during April- March 2008

compared to the last year.

Two Wheelers registered a negative growth rate of 7.92 percent during this period, with

motorcycles and electric two wheelers segments declining by 11.90 percent and 44.93 percent

respectively. However, Scooters and Mopeds segment grew by 11.64 percent and 16.63

percent respectively.

CATEGORY 2007-08 2008-09 2009-10 2010-11

Passenger

Vehicles

1,549,882 1,552,703 1,951,333 2,520,421

Commercial

Vehicle

490,494 384,194 532,721 676,408

Three

Wheelers

364,781 349,727 440,392 526,022

Two

Wheelers

7,249,278 7,437,619 9,370,951 11,790,305

GRAND

TOTAL

9,654,435 9,724,243 12,295,397 15,513,156


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THE EXPORT IN AUTOMOBILE

INDUSTRY

Exports

Automobile Exports registered a growth of 22.30 percent during the current financial year.

The growth was led by two wheelers segment which grew at 32.31 percent. Commercial

vehicles and Passenger Vehicles exports grew by 19.10 percent and 9.37 percent respectively.

Exports of Three Wheelers segment declined by 1.85 percent.

CATEGORY 2007-08 2008-09 2009-10 2010-11

Passenger

Vehicles

218,401 335,729 446,145 453,479

Commercial

Vehicle

58,994 42,625 45,009 76,297

Three

Wheelers

141,225 148,066 173,214 269,967

Two

wheelers

819,713 1,004,174 1,140,058 1,539,590

GRAND

TOTAL

1,238,333 1,530,594 1,804,426 2,339,333


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THE COMPANY

PROFILE


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THE COMPANY

In June 1971, M/s Automobile products of India Ltd. Bombay (API) sent a request to thegovernment of India for increasing the production capacity for Lamberetta two-wheelers and

three-wheelers.

As per the request, API wanted to acquire the entire production facilities of its ex

collaboration M/s Innoceti of Italy.

Anticipating an increase in demand for scooters in the country, it was decided that a public

sector unit should be set up in the country for the purpose.

After informal meetings between Govt. of India represented by ministry of Industrial

Development M/s Innoceti of Italy in Sept. 1971, Govt. of India decided that it should have

51% share holding. Consequently, on June 16, 1972 the formation of agreement was signed

between Govt. of India, API of India Ltd. And M/s Innoceti Of Italy.

The company ws incorporated under Companies Act 1956 on September 1972 by Registrar

of Companies, UP and was to be known as Scooters INDIA LIMITED.

As per the memorandum of association of the company the main object for SIL is to design

manufacture assembly buy, sell export repair and/or service or otherwise deal in automobile

of all types including Scooters, Mopeds, Motorcycles of being used therewith or

manufacture, maintenance and working thereof respectively.

Scooters India Ltd. Has changed gears. It has added and has thus become three-wheelers

manufacture in its factory but sales employment in the market.

The company has shifted its working from it now stands on three legs, which are-

Supply Curve Quality Productivity Discipline

Scooters India Ltd. Has met its entire debt obligation including its payback of principle and

interest due thereon within the specified time the company with the active contribution of all

the employees, which has not only increased the sales but also developed three new models

of three wheelers.


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SCOOTERS

INDIA

LIMITED

THE VISION

To grow into global company constantly striving to meet the changing need of consumer

through constantly improving existing products adding new products and expanding the

customer base .

THE MISSION

To Fulfill customers need foreconomic and safe mode of road transport and quality

engineering products through contemporary technologies.

THE OBJECTIVE

The main objective is to provide economical and safe means of transportation withcontemporary technology for movement of cargo and people.

Providing eco-friendly, flawless and reliable products to fulfill customer needs. Achieving the customer satisfaction by providing products at right price and at right

time.


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THE QUALITY

Quality is the heart and soul of the company. Getting ISO 9001 And 14001 certification wasjust a milestone but company aims to go miles and miles in terms of quality achieving

customer satisfaction by providing at right time and at right place.

Quality in SIL is not limited to product. It has been made all pervasive because the company

believes quality touches. Quality is not what we understand, quality is what customer wants,

Quality is not static but dynamic .

In SIL, the quality of product is assured through the following departments:

Vendor Quality Customer Quality Quality Audit

In process, quality has been left in the hands of production department as the company;

strongly believe that quality is produced. Quality can not be incised by inspection.

The facilities in the quality assurance include well-equipped chemical, physical and

metallurgical labs, standard room attached to machine shop.


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SWOT ANALYSIS

Strengths

Being the market leader in loader vehicles, it has strong presence in thecommercial vehicle market.

Brand recognition as people say Vikram and Scooters India are synonyms. Continuous product improvement in accordance to the customer demand

through high and continuous investment in R&D.

Wide spread distribution channels across the state.

Weaknesses

Financing vehicles takes comparatively more time than other competitiors Weak advertising strategy. Cyclic foundation of demand. Weak relation of employee and dealers. Performance and effectiveness of service centers is much lower than that of

its competitors like Tata Motors.

Operations mainly restricted to India. High attrition rate of salespersons at the dealers end.


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Opportunities

Increasing demand for loader in India. Expansion in international markets. Governments regulations, which make certain type of vehicles, prohibited

for a city or parts of country.

Threats

Increase in prices of raw materials. Governments regulations for conversion into and running of CNG

commercial vehicles.

Intense competition from global players. Stringent emission norms and related compliance can affect companys

performance.

Entry of various new players in loader manufacturing . Low entry barriers for foreign players to enter the industry.


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KEY DRIVING FORCES

Continued Road Development Ban on Overloading to Spur Commercial Vehicle Demand. Low Penetration Level of Passenger Cars Growing Urbanization

A Burgeoning Middle Class

Better Financing Options


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THE PRODUCT

PROFILE


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THE PRODUCTS

The virile and versatile VIKRAM has presented in its family the following procedure :

SIL

Vikram 750 D

Vikram EVVikram 450 D

Vikram 1000

CG

Vikram 410 G

Vikram 600 G


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VIKRAM 750 D

Applications:- Passenger Carrier, Load Carrier, Delivery Vanetc.

Specification

Engine 4 Stroke, Single Cylinder Diesel Engine ; Air Cooled / WaterCooled

Fuel Diesel

Displacement 510cc

Bore 85mm

Stroke 90mmMaximum Power 7.5KW @ 3000 rpm

Maximum Torque 27Nm @ 1800-2400 rpm

Compression Ratio 17.5 : 1

G.V.W 1250 kgs

Kerb Wt. 625 kgs for Passenger Carrier, 570 Kg for Goods Carrier

Wheel Track 1315 mm

Wheel Base 2270 mm

Ground Clearence 140 mm

Tyre Size 4.5 x 10 " , 8 ply

Steering Steering Wheel

Brakes Hydraulic brakes for simultaneous action on all 3 wheels

Suspension Front coil spring with hydraulic damper . Rear leaf spring with

hydraulic damper.

Gear Box Constant mesh type ; Four forward and one reverse gear.

Clutch Dry

Starting Electric Start

Maximum Speed 52 Km / Hour

Fuel Tank Capacity 10 Ltr

Seating Capacity For Passenger Carrier- Driver + 6 Passenger

For Goods Carrier - Driver + 1

Applications Pickup / Delivery Van, Garbage Carrier , Sewage Cleaning, Poultry

/ Milk Van, Gas Cylinder / Bottle Carrier, Postal Van etc.


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In view of alarming rise in vehicular pollution in cities of India, the state owned company

Scooters India Ltd. (SIL) has launched Vikram EV, an electric, zero pollution vehicles.

Vikram EV is the first zero emission electric (battery driven) three-wheeler of the world (as

recorded in the Limca Book of Records 2003) and its earlier versions are playing in many

cities of India and several other countries like Sudan, Nigeria, Nepal, Bangladesh etc.

Hundred of these three-wheelers are already running successfully on Kathmandu roads

(Nepal) as SAFA TEMPO.


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RESEARCH AND DEVELOPMENT

Research and development has become the prime activity for the organization. The businesstoday is customer driven. The department remains in constant touch with the customer to

transplant their need and thinking into the product that satisfy them.

The department serves the customers through design , standardization ,value ,engineering

,defect removal ,etc.

Scooter India Ltd. Equipped with auto CAD system advanced instrumenting testing rings

and prototypemanufacturing facilities the companys R &D is recognized ,by ministry of

science and technology Govt. of India. It has distinction of developing first zero pollution

electric three- wheeler in India .


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THE COMPETITORS

The main competitors in loader segment of Vikram 750 D are:

Mahindra & Mahindras Champion DX Tata Motors Ace Force motors (Bajaj) Minidor


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Mahindra Champion

Application: Load Carrier

Specification

Engine

Engine Type Single Cylinder Water cooled, 4 S, DI

Engine power 7.5 kW @ 3000 rpm (10.2 bhp)

Engine max. torque

mkg@rpm

2.6 @ 1800 - 2400 rpm

Engine capacity CC KgM 510

Dimensions

Wheel base(mm) 2050

Ground Clearance

(mm)

160

Max. Length(mm) 3450

Max. Width (mm) 1520

Cargo Bed (L*W*H) 1930*1450*300mm

Tyre Size 4.5*10, 8PR

Chassis

Chassis / Frame Rectangular tubular chassis with box section long

members and welded cross members

WeightKerb weight 685

Maximum GVW 1350

Suspension

Front Leading tink type with dual coil spring & shock absorber.

Rear Solid torsion bar with independent trailing arms & shock

absorbers.


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TATA ACE


Specification

ENGINE TATA 275 IDI NA BS-II (And BS-III)

4-Stoke,Naturally Aspirated,indiect injection diesel engine 16hp @3200rpm

3.8mkg @2000rpm

700 cc, catalytic converter(only in BS III)

CLUTCH Single plate dry fiction diaphragm typeGEAR BOX GBS 65-4/5.27

Type Synchromesh (4 forward gears), Sliding mesh (reverse gear)

STEERING Mechanical, Variable ratio (20.5 to 24.5), 380 mm dia

BRAKES

Type Dual circuit hydraulically activated

Front Disc brakes

Rear Drum brakes (200 mm dia * 30 mm)

Parking Brake Cable operated mechanical linkages acting on rear wheels

SUSPENSION

Shock Absorber Hydraulic double acting telescopic type both at front and rear

Tyres 145 R12 LT 8PR RADIALFUEL TANK Capacity 30 liters

Max. Speed 64 kmph

Max. Gradeability 16%

LOAD BODY

Type Pick up type. Hinged rear tail gate

Loading height 675 mm

Load Body(external) Length? 2200 mm

Width? 1500 mm

Height? 300 mm

DIMENSIONS (All in mm)Overall Legth 3800

Width 1500

Wheel Base 2100

Overall Height 1820

Track Front 1300

Track Rear 1320

Min Turning Circle 8.6 m

WEIGHTS

Max. GVW 1550 Kg.

Kerb Weight 805 Kg.

Seating Capacity Driver + 1
mailto:3.8mkg@2000rpmmailto:3.8mkg@2000rpm


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BAJAJ MINIDOR


Specification

Engine Air filter : oil bath type of oil filter, spin on type oil sump capacity (ltr.), 1.75

Ltrs.

Fuel Diesel

Displacement 4996 cc

Bore/Stroke 85.0 * 87.8 mm,outside dia.(mm) 160 mm

Maximum Output 7 KW (ISO) @ 3000 rpmMaximum Torque 25 NM @ 1800-2000 rpm

Compression Ratio 21:1

Weight Maximum permissible FAW: 400 Max. Permissible RAW:950 Max. Permissible

GVW:1350

Wheel Three and one spare

Ground Clearance 149 Wheel base

Tyre Size 4.5 * 108 PR

Steering Rack and Pinion

Brakes Parking Brake : Mechanical

Service Brake : Dual circuit hydraulic self adjustingFront And Rear : Drum Brake

Suspension Front : Leading like type with coil spring and shock absorberRear : Solid torsion bars with independent swinging arms and shock absorber

Gears Ratio I-4.10:1,II-2.28:1,III-1.37:1,IV-0.87:1

Clutch Diaphragm, single plate dry fiction pot type, outside dia (mm)- 160 mm

Starting Electric Start

Fuel Tank

Capacity

9 Liters

Sitting Capacity Driver + 1

Other Features Chamber Ensures low emissions and excellent mileage even at high load

conditionPowerful, Dual Circuit, Highly Efficient


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SECTIONB

THE PROJECT PROFILE


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THE PROJECT

The project is the result of a survey ,which was undertaken for a period of 45 days from May4,2012 to June 20,2012 and was conducted in Lucknow city. The market in Lucknow has

been divided into two segments of which only 1 is dealt in the project . The segment is the

Loader Segment of Three Wheelers.

The objectives of the project have been fulfilled by getting responses from the users

(drivers/owners) associated to this segment ,through a personal interview in the form of a

questionnaire.

The response available through the questionable are later used to evaluate the demand for the

product in the segment and the perception of the user about the product.

Since the product Vikram 750D is not new in the market ,the project also covers an analysis

of the trend in the market due to entry of new players in the loader segment and their ffect on

the sale of Vikram 750 D(loader ).

One very important aspect of the project is that it also helps to find out which features the

user would like to avail from a loader .

This has been met by acquiring suggestions from the users of the other brands of loader so

that Scooter India Ltd. Can look upon these feedbacks to manufacture and provide a more

userfriendly machine in the market.


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PROBLEM ENCOUNTERED

The problems of the market survey are such as that of

The respondents of the survey were mostly illiterate and were not able tocommunicate well.

They were able to tell the actual maintenance cost, earnings and their monthly savingsfrom the loader.

It was not possible to extract each information about the load carriers ,as thetechnological aspect was complete.

Only few of the many users of three-wheeler loader segment were covered in throughsurvey.


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SECTIONC

RESEARCH DESIGN AND

METHODOLOGY


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THE RESEARCH PROBLEM

The problem formulation is the first step to a successful research process. The projectundertakes the problem of analyzing the customer perception about the Vikram 750 D and to

find the demand of the product in the potential i.e. the problem dealt in the project is to

explore the unnoticed opportunities that exists in the market.


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THE RESEARCH OBJECTIVE

To identify the effect of Vikram 750D on various automotive range.

Customers preferences, buying attitude and the product image of Vikram 750 D inloader segment.

To identify the competitors in the loader segment of three wheelers in CNG and theloader segment where a company need to change or add something.

To study customers post purchase behavior for the product ,brand and the company. To study the customer perception about Vikram 750 D in loader segment.


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THE RESEARCH DESIGN

The research design used in the project is Exploratory Design.

The investigation is carried upon the locals of the Lucknow city. The reason for choosing

this design is to get response from the customers so that the company could discover new

ideas through their response.

THE DATA SOURCE

The source of the data has been according to the segment ,which mainly includes interviews

of drivers of the load carriers of the different companies with help of questionnaire.

The source data collected with the help of personal interviews from the drivers of CNG

loader segment through the different questionnaire for CNG load carrier drivers.

THE AREA OF WORK

The fieldwork is conducted in the Lucknow city only with special reference to Krishna

Nagar, Alambagh Chauraha, Sarojini Nagar and Charbagh.


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DATA COLLECTION METHOD

The data collection method used is primary data source. It was done by collection ofinformation from the respondents by me.

The method of gathering information is

Survey Method i.e. through structured questionnaire observation

THE ANALYTICAL TOOLS USED

The analytical tools used are mostly graphical ; in nature which include

Cylindrical charts Column charts Tables showing percentage


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THE SAMPLE SIZE AND DESIGN

The sample size consists of 48 units which are the most logical and unbiased response.

The sample design was purposely chosen as STRATIFIED SAMPLE DESIGN .

As it is more advantageous over rest of the sampling method ,under this method sample are

weighted based on importance of various segments comprising the market.

The users of loader segment were divided into 4 major subgroups ,which are:

Vikram 750 D (SIL) users Mahindra Champion (M&M) users Tata Ace (Tata Motors) users Bajaj Minidor (Force Motoirs0 users

In each of these subgroups, the sample size of the survey was taken 12 units .

Therefore, the total no. of units in the survey is 48.


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LIMITATIONS OF THE SURVEY

Though, best efforts have been made to make the study fair, transparent and error free, yet

there might be some inevitable and inherent limitations. Although outright measures are

undertaken to make the report most accurate.

The limitations of the survey are narrated below:

:

The project is valid for the predefined area of work (Lucknow city) only. It was not possible to question each of the many users of the load carrier. There may be some biased response from the respondents. Some respondents did not provide the full data.,


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SECTIOND

DATA TABULATION

AND ITS

INTERPRETATION


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Q.1 Is it your first vehicle?

Vikram750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total Percentage

Yes 10 9 11 9 39 81.25

No 2 3 1 3 9 18.75

Total 12 12 12 12 48 100

0

5

10

15

20

25

30

35

40

45

50

Vikram 750 D Tata Ace Mahindra

Champion

Bajaj Minidor Total

No

Yes


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42

INTERPRETATTION

As we can see from the analysis chart that for 81.25% of the total owners, these werethe first vehicles.

In Case Of Vikram 750 D , it is around 81%, while in case of Mahindra champion; itis 88% that is only one owner, this was the second vehicle.

Similarly, for Tata Ace(72%) and Bajaj Minidor (72%) a major number of the ownerswere having a fresh experience as the owner of the vehicle.


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Q3. What made you purchase this vehicle?

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total

Advertisement 0 7 0 0 7

FinanceScheme

0 0 0 0 0

Reference 12 5 12 12 41

Total 12 12 12 12 48

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Champion

Bajaj Minidor

Reference

Finance Scheme

Advertisement


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INTERPRETATTION

About 85% of the owners came to know about the vehicles through their references.

Only in case of Tata Ace, more than 50% of the people came to know about the vehiclethrough advertisement.

For rest all other vehicles, their awareness was completely by reference.


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Q4.Vehicle purchased through:

Cash

Finance

Vikram750 D

Tata Ace MahindraChampion

BajajMinidor

Total

Cash 0 6 10 7 23

Finance 12 6 2 5 25

Total 12 12 12 12 48

0

2

4

6

8

10

12


Champion

Bajaj Minidor

Finance

Cash


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46

INTERPRETATTION

Around 52% of the vehicles were purchased by finance. Rest, by cash payment.

All the Vikram 750 D are purchased ny finance, while in case of Tata ace, it os 50%. In case of Mahindra Champion, a major portion of the vehicle is purchased through cash. While in case of Bajaj Minidor, more than 50% of the vehicles are purchased through cash.


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Q5. How much was the delivery time?

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total

Immediately 0 5 6 7 18

3 0 0 1 1 2

4 3 0 0 1 4

5 2 0 2 1 5

6 3 0 1 0 4

7 3 7 2 2 14

>7 1 0 0 0 1

Total 12 12 12 12 48

0

2

4

6

8

10

12


Champion

Bajaj Minidor

>7

7

6

5

4

3

Immediately


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INTERPRETATION

Even after the ash payment, five of the vehicles were not delivered immediately as thenumber of vehicles delivered immediately is 18 while that of purchased through cash is

23.

Another point to be noted is that most of the vehicles delivery time, apart from thosepurchased through cash, is around a week, while that of 2-3 days is very less.

The other major portion of these vehicles, are having a delivery time varying between 5-7days.


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Q6. Were all promises kept while delivery of the

vehicle?

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total

Yes 12 12 12 11 47

No 0 0 0 1 1

Total 12 12 12 12 48

10.4

10.6

10.8

11

11.2

11.4

11.6

11.8

12


Champion

Bajaj Minidor

No

Yes


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INTERPRETATION

Here, as we can see that the companies are loyal to their customers for the promises done atthe time of purchase of the vehicle.

More than 90% of the people say that the promises done to them at the time of purchasewere kept and fulfilled.

Only one person said that the battery of his vehicle was not replaced even after being underthe guarantee periods.


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Q7. Service/maintenance from :

Showroom

Local Mechanic

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total

Local

Mechanic

12 3 12 11 38

Showroom 0 9 0 1 10

Total 12 12 12 12 48

0

2

4

6

8

10

12


Champion

Bajaj Minidor

Showroom

Local Mechanic


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INTERPRETATION

Around 80% of the owners get their vehicle serviced at their local mechanic others prefershowroom servicing.

Among the rest 20% of those who prefer taking their vehicle to the showroom forservicing, 90% are the owners of the Tata Ace.

The most probable reason could be the higher cost of the servicing and spare parts. The spare parts of Vikram and other two vehicles are quite easily available and are much

cheaper that that of Tata Ace.

So, for the owners of Tata Ace, as that are spending much higher and their vehicle is quitenew in the market, they prefer going to the showroom for servicing rather than to the local

mechanic, who might not be well versed In handling the new launch.


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Q8. Was there any major breakdown within one month

after the purchase?

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total

Yes 0 0 0 0 0

No 12 12 12 12 12

Total 12 12 12 12 12

0

2

4

6

8

10

12


Champion

Bajaj Minidor

No

Yes


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INTERPRETATION

None of the owners of the vehicles had any major problem within one month after thepurchase of the vehicle.

This again shows the sincerity of the brand about their product that they not only keepstheir promises but dont give a chance to their customers for complaints and try to avoid

if any.


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Q9. Overall Vehicle Experience

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total

Excellent 0 0 0 0 0

Very Good 4 1 0 0 5

Good 8 9 10 11 38

Satisfactory 0 2 2 1 5

Poor 0 0 0 0 0

Total 12 12 12 12 48

0

2

4

6

8

10

12


Champion

Bajaj Minidor

Poor

Satisfactory

Good

Very Good

Excellent


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INTERPRETATION

Here, we can rate the owners overall purchase experience on a scale of 10, as:

Excellent9-10

Very Good7-8

Good5-6

Satisfactory3-4

Poor1-2

Therefore, by that scaling, around 79% of the owners feel that their experience of thevehicles overall performance is good which means we can give 5-6 points out of 10 for

their vehicle.

While an equal percentage (around 10%) of people gave their vehicles 7-8 and 3-4 pointsout of 10 as if we go according to the scale (Very good7-8, Satisfactory3-4).


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Q11. What will be your next vehicle?

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total

Vikram

750 D

8 6 5 8 27

Tata Ace 2 3 4 0 9

MahindraChampion

0 0 1 0 1

BajajMinidor

0 0 0 1 1

Mahindra

Pickup

2 3 2 3 10

Total 12 12 12 12 48

0

2

4

6

8

10

12


Champion

Bajaj Minidor

Mahindra Pickup

Bajaj Minidor

Mahindra Champion

Tata Ace

Vikram 750 D


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INTERPRETATION

Around 56.25% of the owners preferred to buy Vikram 650 D As their next loadervehicle.

While 23% feel that they would prefer Mahindra Pickup that is they would go for a biggervehicle as the loader, which indicates that the capacity is playing a major role in the

scales of the loader as more capacity comes in the preferred options of the customer.


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Q12. Your View On

VIKRAM 750 D TATA ACE

Pricing

Finance AvailabilityLooks

Load Carrying Capacity

Mileage

Driver Comfort

Overall

VIKRAM 750 D TATA ACE TOTAL

Pricing 48 0 48

Finance Availability 40 8 48

Looks 0 48 48Load Carrying

Capacity

12 36 48

Mileage 48 0 48

Driver Comfort 11 37 48

Overall 27 21 48

0

5

10

15

20

25

30

35

40

45

50

Pricing Finance

Availability

Looks Load

Carrying

Capacity

Mileage Driver

Comfort

TATA ACE

VIKRAM 750 D


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INTERPRETATION

First thing that comes to a persons mind is Price. As far as pricing is concerned, 100% ofthe vehicle owners feel that Vikram 750 D is better than Tata Ace.

In case of availability of finance, a major portion (around 84%) prefers Vikram 750 D toTata Ace.

100% feel that Tata Ace is a better- looking vehicle than Vikram 750 D. Similarly, A major portion feels that Tata Ace has better load carrying capacity, which

may be due to its bigger space provided, shape and size.

The engine performance of Vikram 750 D is far better than that of Tata Ace in terms ofmileage.

Though, most of them (77%) perceive that the comfort while driving is more in case ofTata Ace, yet a part (23%) feels that Vikram 750 D is more comfortable. When asked the

reason, they told that Tata Ace is having a hump in the middle of the front seat (driver

seat) due to which only two people can sit, while in case of Vikram 750 D, not only three

people can sit comfortably but a person (driver) cab even lie and rest.

In the overall comparison (basis of above mentioned criterions included), more than 56%of the owners feel that Vikram 750 D is better than Tata Ace.


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Q13. Daily running:

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total

200 0 0 0 0 0

Total 12 12 12 12 48

0

2

4

6

8

10

12


Champion

Bajaj Minidor

>200

200

150

100

75

50


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INTERPRETATION

Mostly Vehicles are running upto 150 Km Daily.Only Tata Ace is been running upto200 Kms whereas only 1 Vikram 750 D owner agreed that his vehicle runs 200 Kms

Daily.

So we can say that Tata Ace is suitable for long running route as the Vikram 750 D isalso becoming the efficient loader in short as well as medium range destination.


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Q14. Monthly earning

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total


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INTERPRETATION

As we can see that approx 50% vehicles are having 8000-10000 earning per month. Inthose vehicles most of them are either Mahindra Champion or Bajaj Minidor.

Vikram 750 D is having the satisfactory earning between 8000-15000 and ownerlooks pretty satisfied with the result that Vikram 750 D is earning.

This can be also seen that Tata Ace has highest earning among all the loader vehiclewhich is been studied.


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Q.15 Monthly maintenance expenses

Vikram

750 D

Tata Ace Mahindra

Champion

Bajaj

Minidor

Total


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INTERPRETATION

As from the analysis graph it clears that Vikram 750 D is having the minimummaintenance expense where as Tata Ace is taking the maximum maintenance

expense.

All other vehicle except Vikram 750 D require big expense on its maintenance. So wecan say that Vikram 750 D is economical vehicle in terms of maintenance as it require

very maintenance charge compared to others.

Mahindra Champion and Bajaj Minidor costs very high charge on their maintenancecompared to their earning which is not so great.


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Q16. Monthly savings

Vikram750 D

Tata Ace MahindraChampion

BajajMinidor

Total

15000 0 2 0 0 2

Total 12 12 12 12 48

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Champion

Bajaj Minidor

>15000

10000-15000

8000-10000

6000-8000

4000-6000


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INTERPRETATION

Here we find that even though Vikram 750 D has not much earning like Tata Ace butthe low maintenance expense has led it to the greater savings . We can see that more

than 95% Vikram 750 D is having the savings up to 6000-15000.

Tata Ace is giving the maximum savinf value to its owners. Mahindra Champion and Bajaj Minidor has very average savings compared to

Vikram and Tata Ace.


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FINDING BASED ON THE DATA

The findings are based on the response from the respondents through questionnaire.

These are follows:

More than 70% of the respondents find Vikram 750 D loader as a tough machine which ismore economical with a good mileage, low maintenance and spare parts easily available

in interiors of the city also.

About 80% of the Vikram 750 D users are not satisfied by the service offered by thecompany, however they prefer local spare parts as they are cheap and easily available in

the market.

Only about 20% of the respondents were old users of the vehicle surveyed. Rest was thenew users.

The major reason for the Vikram 750 D users to prefer it was the price of the vehiclebeing much lower than others, specially, than that of Tata Ace.

The areas where it lags behind Tata Ace are the load carrying capacity and looks of thevehicle as majority of the users preferred latter over Vikram 750 D.

Though earning of Tata Ace users are higher than that of Vikram 750 D, yet it doesntaffect their perception about these two as the price and maintenance cost of the Tata Ace

is in the same proportion as that of earnings.

Majority of the respondents find Mahindra Champion and Mahindra Pickup as Vikramsmain competitors, although Mahindra Pickup is a bigger load capacity vehicle.

A further analysis of the primary data showed that recent buyers of the load carriers byand large are of Tata Ace because it has better load capacity and services provided.

A major finding of the analysis is that the users would prefer diesel-engine vehicle overCNG and can even switch over their job/business if they run the latter. This is due to cost,

mileage and availability of CNG which is not readily available.


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CONCLUSION

The brand image of the Vikram 750 D loader is strong among the people in the citybut they fear any changes in the government Regulatory Policy which will directly

affect them.

Season plays the vital role in per day income of the load carrier users. Another problem cited was the finance schemes which have a direct affect on their

earnings.

Most drivers find the load permit of the Vikram 750 D load carrier less and want it tobe increased.

An increased number of service centers of Vikram 750 D and better services atcheaper rates would make it much more user friendly and easier to retain its market

leader position and improve it .


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RECOMMENDATIONS

The recommendations are as follows:

The product itself is as success in its every aspect but need a good promotion, revival incustomer satisfaction and development of a good relationship between the customer and

the company.

The company should target its competitors in loader segment and should compete withthem by upgrading its technology and improving its after sales service.

The company can have its own finance company in order to finance the lower endcustomers who are willing to buy the product but are not able to do so as the finance of

the product costs them lighter.

The company should value its customers and should work on brand development andloyalty.

Better services with prompt actions can be taken to satisfy the customer and thusincrease consumer loyalty.

Scooters India Ltd. Should incash the image of a more reliable product manufacturingcompany than its competitors for establishing the hold over the market.


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ANNEXURE


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ANNEXURE-1

QUESTIONNAIRE

Name:__________________________________________________________________

Contact

No:____________________________________________________________________

Location:________________________________________________________________

Vehicle

Name:__________________________________________________________________

Registration No:___________________________________________________________

1. Is it your first vehicle?Yes No

If no, then which of the other vehicle have you used?

1._________________________________________

2.__________________________________________

2. Rate the following the features of a load carrier on a scale of 1-10 based on its importance . 1LeastImportant, 6- Most Important

Capacity Mileage Petrol/Diesel/CNG Availability Price Maintenance Finance Availability

3. What made you purchase this vehicle? Advertising through press/television Finance scheme Friends reference Mechanic/brokers reference


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4. Vehicle purchased through: Cash Finance

If finance, then:

Name the financing institution:_____________________________________ Down Payment:_________________________________________________ Loan:_________________________________________________________ EMI per month:_________________________________________________

5.How much was the delivery time:___________________________________6. Were all promises kept while delivery of the vehicle?

Yes No

If no, then which of the following were not fulfilled (You can tick more than one)

Free Insurance Accessories (Free) Fuel (Free) Servicing (Free)

7. Service/maintenance from: Showroom Local Mechanic

8. Was there any major breakdown within one month after the purchase?Yes No

Q9. Excellent Very Good Good Satisfactory Poor

Overall

Purchase

Experience


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10. Are you aware of other products?Yes No

If yes, then name three of them 1.______________________________________________

2.______________________________________________

3._______________________________________________

11. What will be your next vehicle?_____________________________________________

12. Your view on:

VIKRAM 750 D TATA ACE

Pricing

Finance Availability

Looks

Load Carrying Capacity

Mileage

Driver Comfort

Overall

13. Daily running:____________________________________

14. Monthly earning__________________________________

15. Monthly maintenance expenses:_________________________

16. Monthly savings:_______________________________________

Thank You


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APPENDIX

BIBLIOGRAPHY

BOOKS AUTHORS

Marketing Management : Philip Kotler Marketing Research : D.D. Sharma Research Methodology : C.R.Kothari

Websites www.scootersindia.com www.google.com http://www.indiacatalog.com www.siam.com ace.tatamotors.com www.balajiforce.com
http://www.scootersindia.com/http://www.google.com/http://www.indiacatalog.com/http://www.siam.com/http://www.siam.com/http://www.indiacatalog.com/http://www.google.com/http://www.scootersindia.com/

Project tata

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