CHAPTER – I

INTRODUCTION ABOUT THE STUDY

1.1 INTRODUCTION

Consumer satisfaction is an important element in the evaluation

stage satisfaction refers to the buyer’s stage of being adequately rewarded

in a buying situation for the sacrifice he has made. Adequately or

satisfaction is a result or matching actual part purchase and consumption

experience with the expected reward from the brand in terms of its

anticipated potential to satisfy the consumer motives.

DEFINING CUSTOMER VALUE AND SATISFACTION

Peter F. Drucker insightfully observed that a company’s first task is

“to create customers”. But today’s customers face a vast array of product

and brand choices, prices, and suppliers. This is the question:

How do customers make their choices?

We believe that customers estimate which offer will deliver the

most value Customers are value-maximizes, within the bounds of search

costs and limited knowledge, mobility, and income. They form an

1
expectation of value and act on it. Then they learn whether the offer

lived up to the value expectation and this affects their satisfaction and

their repurchase probability.

CUSTOMER VALUE

Our premise is that buyers will buy from the firm that they

perceive to offer the highest customer delivered value.

Customer delivered value is the difference between total customer

value and total customer cost. And total customer value is the bundle of

benefits customers expect from a given product or service.

Consumer satisfaction defined by the Webster’s Dictionary as

“FULLFILMENT OF A NEED OR WANT’. It is the basic tenet of

the modern concept of Marketing. If it is to be the basic test of the

successful implementation of the Modern Marketing concept. Than, we

are constrained to find a contradiction between the research studies,

indicating its adoption and implementation. On one hand consumer

dissatisfaction and the wave of consumer’s sweeping the U.S.A. the birth

place of the concept on the other. It relates to identifying and quantifying

consumer’s “expected” and “attained” value satisfaction.

2
 Satisfaction is offer a subjective phenomenon and defends on the

consumer state of mind both at the time of purchase and more

importantly at the time of consumption.

The product that has made level it to opine that “Management must

think of itself not as producing products but as providing customer

creating value satisfaction… The Organization must learn to think of

itself not as producing goods or services but as buying customers”.

According to American Marketing Association, “consumer goods

are designed for use by ultimate consumers or house holds and in such

form that they can be used without commercial processing”. The

knowledge and sophistication of consumer vary according to whether the

goods are industrial (or) consumer goods.

Peter. F. Drucker was apt in saying, “It is the consumer determines

what a business is… what the customer thinks, he is buying, what is

considers value is decisive it determines what a business, what it products

and whether it will prosper.

3
 The manufacture must keep a constant touch with the customer.

He must plan his production and distribution to suit the customer’s

convenience rather than his own. Very often then consumer is not an

individual at all but a whole family.

Consumers are the central theme of our marketing system. For a

product to sell at all, with or without advertising it must satisfy, some

needs for the consumers These needs dominate the satisfaction of the

consumers. Buying motives that prompts the buyer to buy a product

may be fear, desire for money, vanity, pride, fashion, possession sex or

romance affection or comfort.

Five alternatives of philosophies can guide organizations on

carrying out their marketing activity. The production concept holds that

consumers will factor products that are affordable and available and

therefore management’s major task is to improve production and

destruction of efficiency and bringing down prices.

The product concept holds that consumer’s quality product that is

reasonable price and therefore title promotional effort is required. The

selling concept holds that the main task of the company is determine what

a chosen set of customer’s needs, wants and preference are and to adopt

4
he company o deliver he desired satisfaction. The social marketing

concepts holds that the main task of the company is to generate customer

satisfaction and long run consumer and social well being as the key to

satisfy organization goal and responsibilities.

TYRES

Tyres are rubber and fabric devices that when attached to the

wheels of a vehicle provides the contact between the vehicle and the

surface over which it travels. Tyres may be either solid or pneumatic (air

filled)in structure with a letter by for the most prevalent today. Each

modern automotive tyre supports 50 times own weight. Compressed air

with in the tyre carries 90% of the load. With the tyre complex structure

and fabric carrying the remaining 10%.

5
1.2 STATEMENT OF THE PROBLEM

The study on consumer behaviour to know who the customers are,

what they want, how they use and react to the product. The wants of the

customer are carefully studied by conducting survey of consumer

behaviour. This study also helps to know how various marketing

variables such as price, the manufactures, advertising message corporate

reveals to the manufacturer about the tastes, preferences, likes, choices of

different peoples and so on. This study will helps to given knowledge

about factors influencing the consumer to prefer a particular brand and

problems faced by then on using such brands and so on.

In this context the researcher felt that it is suitable to study the

market conditions of types from view of consumers. It hoped that such

study will help to gain knowledge on issues such as the factors

influencing the consumers to prefer a particular brand preference, source

of purchase, opinions ideas of consumers about the brand and so on.

Hence the present study was under taken and the specific objectives of

the study are listed below.

6
1.3 IMPORTANCE OF CONSUMER SATISFACTION STUDY

The relevance and importance of understanding consumer

satisfaction is rooted in the Modern Marketing concept. In order to

operationally this concept management attempt to solve some

consumption problem of consumer. The problem solve unless he

understands them and unless he makes attempt to comprehend the buying

process and the factors influencing it.

Consumer satisfaction is dynamic. Therefore, it is necessary to

continuously study, analyse and understanding to the marketing

management. So that effective decision can be taken in respect of

products, price, promotion and distribution. The profit position of a

product hinges on the kind of predisposition positive/negative-that a

consumer has developed towards it. It is essential to study and analyse it

in order to understand why their unsatisfied.

In this project topic, a Birla Tyre particularly on light vehicles.

How it satisfy the consumer, what make them to satisfy are all analysed

in surveying method.

7
1.4 NEED OF STUDY

Consumer research seeks answers to a variety of questions in

respect of consumer characteristics and satisfaction. The aim of this

research is to develop an understanding about consumers, both current

and potential and the level of satisfaction expected and derived by them

from company’s products, broadly the areas of consumer research include

the following

i) Determining the demographic characteristics of both existing

and potential consumer.

ii) Identifying the consumer needs and product expectation levels.

iii) Identify the factors influencing purchase decision and

iv) Ascertaining the levels of consumer satisfaction.

The study on consumer satisfaction to know who is the consumer are

what they want, how the use and react to the product the wants of the

consumer are carefully studied by conducting survey of consumer

satisfaction.

8
 1.5 SCOPE OF THE STUDY

In this project a scope is to survey consumer’s satisfaction towards

Birla Tyre. Area covered in this project at Salem Town. In Salem Town

how the consumer react to the product of Birla. Tyre particularly light

vehicles. How consumer satisfying towards the product what are all

their wants to improve the product.

Selection of this product is good (or) bad. What is the draw back

of the product are all analysed in this survey study.

9
 1.6 OBJECTIVE OF THE STUDY

1. A study about consumer satisfaction towards BIRLA tyres at

Salem Town.

2. To study about Market Share of BIRLA tyre at Salem Town.

3. To study about brand loyalty of BIRLA tyre.

4. To study about the advertisement effectiveness of BIRLA tyre.

5. To study about buying attitude of consumers towards BIRLA tyre.

10
1.7 CHAPTER DESIGN

In the first chapter deals with the introduction about the study,

statement of the problem, importance of the study; scope of the study,

need of the study, objectives and chapter design.

The second chapter deals with review of relevant literature and

methodology.

Chapter three deals with the profile of the respondents.

In chapter four deals with data analysis and interpretation.

Chapter fifth describes findings, suggestions and conclusions.

Lastly the bibliography and the questionnaire model is attached.

11
 CHAPTER – 2

CONCEPTS AND METHODOLOGY

INTRODUCTION AND CONSUMER SATISFACTION

2.1 CUSTOMER SATISFACTION

We assert that the buyer forms a judgment of value and acts on it.

Whether the buyer is satisfied after purchase depends upon the offer’s

performance in relation to the buyer’s expectations. Here is our

definition of customer satisfaction.

Satisfaction is the level of a person’s felt state resulting from

comparing a product’s perceived performance (or outcome) in relation to

the person’s expectations.

Thus the satisfaction level is a function of the difference between

perceived performance and expectations. A customer could experience

one of three broad levels of satisfaction. If the performance falls that of

expectations, the customer is dissatisfied. If the performance matches

the expectations, the customer is satisfied. If the performance exceeds

expectations, the customer is highly satisfied, pleased, or delighted.

12
BRAND

A brand is a name, term, symbol or design or a combination of

them, which is intended to identify the goods on services of smaller, or a

group of sellers and to differentiate them from those of competitors.

CLASSIFICATION OF BRANDS

1. FAMILY BRAND

A brand name for all the products of a company and which are

being similar in quality.

2. INDIVIDUAL BRAND

Brand name given for each variety of products and each products

of same producer will carry the own brand used for dissimilarity.

3 NATIONAL BRAND

The same used on the national level, Manufacturers brands are

commonly termed as national levels.

13
4. PRIVATE BRAND

Large Wholesaler and retailers operating over regional or national

market are placing their own brands on the products that they market.

These brands offered by wholesalers that they market. These brands

offered by wholesalers and retailers are usually called private brands.

5. UMBRELLA BRAND

All products having the name of the company or manufacture is

called umbrella brand.

BRAND PREFERENCE

Based on the previous experience with the product consumer will

choose it rather than competitors of it is available. Companies with

products at the brand preference stage are in favorable position in

competing their industry since the brand preference results in brand

loyalty companies more market share.

14
FACTORS INFLUENCING BRAND PREFERENCE

The following factors are influencing the brand preference of

consumers.

(I) CULTURAL FACTORS

Cultural factors expert the broadest and deepest influence on

consumer’s satisfaction. We will look at the role played by the buyers

culture, sub culture and social class.

1. CULTURE

Culture is the most fundamental determinant of persons wants and

satisfaction.

2. SUB-CULTURE

Each culture contains smaller groups of sub-cultures that provide more

specific identification and socialization of its members. There are four

types of sub-culture viz., nationality groups, Religious groups, social

groups, and Geographical areas.

15
 3. SOCIAL CLASS

Social classes are relatively homogeneous and enduring divisions in a

society, which are hierarchically ordered and whose members share

similar values, interest and satisfaction. Social class now distinct the

product and brand preference in such areas as clothing home furnishing,

leisure activities and automobiles.

(II) SOCIAL FACTORS

A consumer’s satisfaction in also influenced by social Factors,

such as the consumers preference group, family and social role and status.

1. PREFERENCE GROUPS

A person’s satisfaction is strongly influenced by many Groups that

have a direct or indirect influence on the person’s attitudes or satisfaction.

Marketing try to identify the reference

Group of their target customers people are significantly influenced

their reference groups in at least three ways the reference groups exposed

an individual to new satisfaction and life styles. They also influence the

people’s attitude and self-concept. And they create pressure for

conformity that may affect the persons actual product and brand choices.

16
2. FAMILY

Members of buyer’s family can exercise a strong influence on the

buyer’s preference. In countries were the parents continue to live with

their children, their influence on buyers preference can be substantial. A

more direct influence on everybody buying satisfaction is one’s family

procreation namely one’s spouse and children.

3. ROLE AND STATUS

The person position in each group in which participates can be

defined in terms of role and status. People often choose products to

communicate their role and status in society, their role and status in

society.

(III) PERSONAL FACTORS

A buyer’s decision are also influenced by his or personal

characteristics. Notably the buyers, age, life cycle stage, occupation

economic circumstances, lifestyles and personality and self-concept.

1. AGE AND LIFE CYCLE STAGE

People change goods and services there by over their lifetime.

Consumption is also shaped by the stages of family life style.

17
2. INCOME LEVEL

A person income level will greatly affect the product choice.

Marketers of income sensitive goods pay continuous attention to trends in

personal income savings and interest rates.

3. OCCUPATION

A persons’ consumption pattern is also influenced by his

occupation. Marketers try to identify the occupational groups that have

above average interest in their product and service.

4. LIFE CYCLE

A person’s life style in his pattern of living in the words as

expressed in his activities, interest and opinions life style attempts to

profile and whole persons pattern of acting in the world.

5. PERSONALITIES AND SELF CONCEPT

By personality we mean the person’s distinguishing psychological

characteristic that lead to relatively consistent and enduring response to

his or her own environment strong correlations extent between certain

strong personality type and product or brand choice.

18
6. MOTIVATION

Motivation can be described as the driving force with in individual

that implies them to action. This driving force is produced by a stage of

tension, which exists as the result of unfulfilled needed.

7. RECEPTION

Perception can be defined as the process by which an individual

selects, organizes and interprets stimuli in to a meaningful and coherent

picture of the world. Examples of stimuli include products, packages,

brand names, advertisements and commercials.

8. LEARNING

From a marketing perceptive consumer learning is the process by

which individuals acquire the purchase and consumption knowledge and

experience they apply to future related satisfaction.

19
9. BELIEFS ABD ATTITUDES

Though acting and learning people acquire their beliefs and

attitudes there in turn influence buying satisfaction. A belief a

descriptive thought of a personal holds about something. An attitude

describes a

person’s enduring favourable or unfavourable cognitive evaluations,

emotional feelings and action tendencies towards some object or idea.

ADVANTAGES OF BRAND NAMES

The advantages of using brand names could be easily recognized

for each group of participants in the marketing viz. manufacturers,

consumers, distributors as follows

TO THE MANUFACTURER

1. It identifies the product and distinguishes it from other competing

product. Thus, it products the interests of the manufacturer.

2. It saves advertising cost if the brand name is popular.

3. If properly promoted brand name creates confidence and good will

for the products.

4. It widens market for the products.

20
TO THE CONSUMERS

1. It affords an easy way for purchase by easily identify in a

product.

2. The brand name indirectly assures certain quality by identifying

the manufacturer behind the product.

3. The brand names assure fixed prices. Even the distributors

cannot unjustifiably vary prices.

TO THE DISTRIBUTORS

1. Widely popular brand case the setting process and leads to large

sales.

2. It helps in advertising and also promotion programmes.

3. The distributor can easily find out the quick moving products.

4. Branding reduces prices flexibility this is turn reduces the risk

in business.

5. Special selling efforts need not be undertaken. This reduces the

cost of distribution and hence the final price.

21
2.2 METHODOLOGY

A researcher design is purely and simply the framework or plan for

a study that guides the collection and analysis of the data. In consumer

surveys, we have adopted this descriptive research design in collecting

and analyzing data.

2.2.1STUDY POPULATION

In this project report, 100 number of respondents are interviewed

2.2.2 DESCRIPTIVE RESEARCH DESIGN

Descriptive research design is one that simply describes something

such as demographic characteristics of consumers who use products. The

descriptive study is typically concerned with determining the frequency

with which something occurs. This study is typically guided by an initial

hypothesis.

2.2.3 SAMPLE TECHNIQUES

We have adopted convenience-sampling technique in our survey.

In this method, the sampling units are chosen primary in accordance with

the investigator’s convenience.

22
2.2.4 QUESTIONNAIRE DESIGN

There are four types of questionnaire design in which, we have

adopted the structured- undisguised questionnaire. In the structured-

questionnaire questions are presented in exactly the same words in the

same order to all respondents. In the typical structured-undisguised

questionnaire the questions as well as the responses standardized. This is

accomplished by employing fixed alternative questions in which

responses of the3 subject are limited to the stated alternative, such a

questionnaire facilitates easy administration, tabulations and analysis.

2.2.5 STATISTICAL TOOLS

The main statistical tool used in this report is:

 Percentage

 Weighted mean

Formula for weighted mean ∑wx / ∑x

23
2.2.6 LIMITATIONS OF THE STUDY

The following are the limiting factors of the study.

 Time given for collecting and analyzing the data is insufficient.

 Lack of finance and manpower resulting in restricting the study of

the confined area.

In a few cases, illiteracy of the consumers provide a stumbling block in

eliciting responses.

 Consumer are busy towards their work so no prepare respondents

is taken.

24
 CHAPTER - III

REVIEW AND PROFILE OF THE STUDY

The main purpose of this chapter is to provide the review of

literatures, relating to this study.

3.1 REVIEW OF LITERATURE

“Of the dozen of categories of human action working, Sleeping,

chatting, breathing, buying and so forth the one of primary importance to

the marketer is buying”1.

“Buyer satisfaction is all psychological, social and physical

satisfaction of potential customers as they become aware of, evaluate,

purchase, consume, and tell of other people about products and services”

1. Wholgast, E.H., “Do Hashandsor wives make the purchase

decisions” journal of marketing, October, 1958,pp151-158.

2. Webster, Fredrick. F. Marketing for manager, 1974,p

25
 “At any given time a person may be faced with a number of

motives, but that he probably cannot act all of them at the same time.

Therefore, each person has a hierarchy of motives, with the motives

arranged in ascending order according to their importance. The most

urgent motive is acted upon first Motives representing wants and desires,

lower in hierarchy, remain unsatisfied at least temporily.”3.

“Money, Variety, Acquisitiveness, Rivalry Comfort, Adornment,

Cleanliness, Companionship, Collecting, Amusement, sensual

gratification, construction, Agreement. Mental Culture, affection, social

Achievements, Ambitions, inhibitiveness, Reverence, Romance,

Aesthetic tastes, Sex, Limitations, Curiosity, Self preservation,

Sympathy, Gratitude, Patriotism and so on”4.

“The satisfaction that consumers display in search for purchasing,

using and evaluating products, services and ideas which they expect will

satisfy their needs”.5

3. Maslow A.H. Motivation and personality 1954,, pp, 80-85.

4. Carter, M.G. Sales Counter craft p III.

5. Sciffman, Leon G. and Lesline Lazer Knuk, consumer be haviour:

prentice Hall p4. 1978.

26
 “Many students have concentrated on finding the common factors

that more or less determine the buying pattern of consumers”6

“Various models have been built but basically consumer

satisfaction can be explained by two approaches: on approach proposed

by sati factionists who view satisfaction as a response to a given stimulus.

Their basic concern is to know how organisms respond in a particular

way. At the other end of spectrum is the “Cognitive approach” “Which

assumes the buyer to be highly, intelligent, rational and utility oriented.

Thus explains the “’why’ and ‘how’ of the purchasing process, the

theories of buyer satisfaction have been classified in to two brand

categories: (i). Rational of substantive (ii). Emotional or non-

substantive”7.

6. Willians, Terrel G. Consumer satisfaction., fundamentals and

strategies: west publishing company. P. 14 1982.

7. Kotler phillip, Marketing Management, Analysis, planning and

control prentice Hall pp74-81, 1976.

27
 “A buyer is emotional created. (i.e.,) the buyer buys on impulse he

does not have enough information about the products and does not make

any efforts towards economic evaluation of the products usefulness, some

of the basic, foundations of impulsive buying satisfaction.”8

“A Non rational buyer does not plan his buying it is equally logical

to assume that this buying the product and specially a specific brand is a

random or probabilistic. This means that the buyer is not looking for a

particular brand put picks up the brand that is either appealing or

available. This is probabilistic switching satisfaction”9.

8. Oxenfeldt, Alfred R. Executives action in Marketing wordsworth

publishing, P.75,1966.

9. Bass frank M. The theory of stochastic preference and brand

switching, Journal of marketing Research Vol II,, p.1-20 feb. 1974.

28
 “The characteristic of the buyer himself there are other external

elements that exert some degree of influence on the buyer”10.

“Learning is the name given to change in an individuals satisfaction

arising from experience”11.

“A belief is a descriptive thought that a person holds opinion or

faith. Attitudes are relatively enduring organization of feeling, beliefs and

satisfaction or object”12

The system or individual attitudes satisfaction and

values that an individual exhibits and that set him a part from others”13

10. Wioht. John will is L. Winter Jr anmd Sherilvn K zieqler

Advertising, MC Graw Hill Chapter II. 1982.

11. Block Carl E and Kenneth: J. Roering, Essentials of consumer

satisfaction, drydan press, p. 406. 1976

12. Thorndlike, Edward LI. The law of effect in selected Writings –

from connectionists –psychology.

13. Willians, Terrell G. op.cit p. 93

29
 “Advertisers must recognize that an industrial or business buyer is

not necessarily a rational buyer. Emotional appeals are equally important

that is make the buyer feel good about buying the product. These

emotional aspects of industrial advertising should not ignored, even

though rational motives will usually dominates the industrial buying

process”14

“New products, special sale, colour brochures, new packaging

styles etc., may cause the consumer to give attention to stimuli in an

immediate sense”15.

14. Assael, Henry, Consumer satisfaction and marketing action, kent

publishing co., p. 548,1981.

15. Bettman, Jamco R. An information procession theory of consumer

choice Addision Wesley, p. 97, 1979.

30
3.2 PROFILE OF THE RESPONDENTS

PROFILE OF THE RESPONDENTS

The main purpose of this chapter is to present the profile of the

respondents. The profile covers various aspects like age, sex, educational

qualification and occupation and family income level.

The total sample consists of 100 respondents living in Salem town.

The main purpose of the study is to analysis why the consumers prefers

Birla Tyres in Salem town.

31
 TABLE – 3.2.1

Table shows the distribution of respondents on the basis of sex.

S.No Sex No.of. Percentage

Respondents
1. Male 93 93%
2. Female 7 7%
TOTAL 100 100%
Source : Primary data.

INFERENCES

Above table reveals about the distribution of respondents on the

basis of sex. Total respondents 100. Among 100 respondents 93% of the

respondents are male group and 7% of the respondents are belong to

female group.

32
 Fig.1 Sex wise distribution of the
respondents

100
93
90

80

70
Percentage

60

50

40

30

20

10 7

0
Male Female
Sex

TABLE – 3.2.2

33
 Table showing the percentage of different age groups of the

respondents.

S.No Age group No.of. Percentage

Respondents
1. Below 20 8 8%
2. 21-30 35 35%
3. 31-40 25 25%
4. 41-50 22 22%
5. 51 & above 10 10%
TOTAL 100 100%
Source : Primary data.

INFERENCES

Above table reveals about the distribution of respondents on the

basis of age groups. 8% of the respondents were below 20 years of age.

35% of the respondents belongs to age group of 21-30. About 25% of the

respondents are in the age group of 31-40. 22% of the respondents

belongs to the age group of 41-50. About 10% of the respondents were in

the age group of 51& above.

34
 Fig.2 Age group of the respondents

10% 8% Below 20
22% 21-30
31-40
35%
41-50
25% 51 & above

TABLE – 3.2.3

35
 Table showing the percentage of different education qualification of

the respondents.

S.No Educational No.of. Percentage

qualification Respondents
1. Illiterate 6 6%
2. Primary 32 32%
3. Secondary 31 31%
4. Graduation 22 22%
5. Post graduation 9 9%
TOTAL 100 100%
Source : Primary data.

INFERENCES

Above table reveals about the distribution of respondents on the

basis of educational qualification. In which 6% of the respondents were

illiterate. 32% of the respondents were primary education. 31% of the

respondents were of secondary education. 22% of the respondents were

graduated. 9% of the respondents were of post-graduation in their

educational qualification.

36
 Fig.3 Educational Qualification of the
respondents

9
Post graduation
Educational Qualification

22
Graduation

31
Secondary

32
Primary

6
Illiterate

0 10 20 30 40
Percentage

37
 TABLE – 3.2.4

Table showing the percentage of different occupation of the

respondents.

S.No Occupation No.of. Percentage

Respondents
1. Government 2 2%
service
2. Private service 22 22%
3. Profession 20 20%
4. Business 36 36%
5. Student 17 17%
6. House wife 3 3%
TOTAL 100 100%
Source : Primary data.

INFERENCES

Above table reveals about the distribution of respondents on the

basis of their occupation. 2% of the respondents were of government

service. 22% of the respondents were of private service. 20% of the

respondents were of profession. 36% of the respondents were business

people. 17% of the respondents were students and the remaining 3% of

the respondents were house wife.

38
 Fig.4 Occupation of the respondents

House wife

Student
Occupation

Business

Profession

Private service

Government
service

0 10 20 30 40
Percentage

39
 TABLE – 3.2.5

Table showing the percentage of different level of monthly income of

the respondents.

S.No Monthly No.of. Percentage

income Respondents
1. Below Rs.5000 7 7%
2. Rs.5001-8000 33 33%
3. Rs.8001-11000 24 24%
4. Rs.11001-14000 20 20%
5. Above Rs.14000 16 16%
TOTAL 100 100%
Source : Primary data.

INFERENCES

Above table reveals about the distribution of respondents on the

basis of their monthly income. In which 7% of the respondents get

monthly income below Rs.5000. 33% of the respondents get the monthly

income of Rs.5001-8000. 24% of the respondents get the monthly income

of Rs.8001-11000. 20% of the respondents get the monthly income of

Rs.11001-14000. 16% of the respondents get the monthly income of

Rs.14000 above.

40
 Fig.5 Monthly income of the respondents

35
33

30

25 24

20
20
Percentage
16
15

10
7

0
Below Rs.5001- Rs.8001- Rs.11001- Above
Rs.5000 8000 11000 14000 Rs.14000
Monthly income

CHAPTER – IV

41
 DATA ANALYSIS AND INTERPRETATION

Table – 4.1.1

Table showing the percentage of the respondents having light vehicle.

S.No Light vehicle No.of. Percentage

respondents
1. Having 90 90%
2. Non-having 10 10%
TOTAL 100 100%
Source : Primary Data.

Inference

The table showing the percentage of the respondents having light

vehicles. Total no. of. respondents are 100. Among 100 respondents 90%

of the respondents having light vehicles and 10% of the respondents are

not having light vehicles.

42
Fig.6 Respondents having light
vehicle

10%

Having

Non-having

90%

43
 TABLE – 4.1.2

Table showing the number of vehicles posses by the respondents.

S.No No. of. vehicles No.of. Percentage

Respondents
1. One vehicle 10 40%
2. Two vehicles 28 28%
3. Three vehicles 10 10%
4. Four vehicles 10 10%
5. Above 4 vehicles 2 2%
TOTAL 100 100%
Source : Primary data.

INFERENCES

The table showing the percentage of respondents having no. of.

vehicles. 40% of the respondents having one vehicle. 28% of the

respondents have 2 vehicles. 10% of the respondents having 3 vehicles.

10% of the respondents having 4 vehicles and 2% of the respondents

having more than 4 vehicles.

44
 Fig.7 Number of vehicles possessed by
therespondents

2
Above 4 vehicles

10
Four vehicles
No.of. vehicle

10
Three vehicles

28
Two vehicles

10
One vehicle

0 5 10 15 20 25 30

Percentage

45
 TABLE – 4.1.3

Table showing the percentage of the respondents using different type

of vehicles.

S.No Type of vehicles No.of. Percentage

Respondents
1. Jeep 26 26%
2. Car 39 39%
3. Van 25 25%
TOTAL 100 100%
Source : Primary data.

INFERENCES

The table showing the percentage of respondents using different

types of vehicles. 39% of the respondents using car. 26% of the

respondents using Jeep and 25% of the respondents using Van.

46
 Fig.8 Type of Vehicle used by the
respondents

40 39

35

30
26
25
25

Percentage 20

15

10

0
Jeep Car Van
Type of Vehicles

TABLE – 4.1.4

47
 Table showing the percentage of the respondents using the various

brands of tyre.

S.No Brand No.of. Percentage

Respondents
1. Birla 43 43%
2. Ceat 16 16%
3. Dunlop 4 4%
4. JK tyre 15 15%
5. Good year 12 12%
TOTAL 100 100%
Source : Primary data.

INFERENCES

The table showing the percentage of respondents using the various

brands of tyre. 43% of the respondents were using M.R.F. tyre. 16% of

the respondents were using Ceat tyre. 4% of the respondents were using

Dunlop tyre. 15% of the respondents were using JK tyre. 12% of the

respondents were using Good year tyre.

48
 Fig.9 Respondentsusing different typesof
tyres

50

45
43

40

35
Percentage

30

25

20

16
15 15

12
10

5
4

0
Birla Ceat Dunlop J K tyre Good
year

Brand

49
 Table – 4.1.5

Table shows that sources of awareness of respondents.

S. KNOWN WAY OF BIRLA OTHERS TOTAL

NO BRAND
No.of. No. of. No.of.
respondents % Respondents % Respondents %
1. Through family members 6 10 6 15 12 12
2. Relatives 10 16.7 9 22.5 19 19
3. Friends 20 33.3 10 16.7 30 33
4. Neighbors 7 11.7 8 20 15 15
5. Advertisement 12 20 3 7.5 15 15
6. Others 5 8.8 4 10 9 9
TOTAL 60 100 40 100 100 100
Source: Primary data

50
Inference:

The above table shows percentage of respondents how they come

to know about brand 33.3% respondents known friends;20% of the

respondents by advertisement; 11.7% of the respondents are known by

neighbors. 16.7% of the respondents are known by relations. 10% of the

respondents are known by family; 8.8% of the respondents are known by

others;16.7% of the respondents are known by friends in other brand.

Most of the respondents are came to know bout the brand through

friends.

51
 Table – 4.1.6

Table shows factors that influences of respondents.

SNO REASONS BIRLA OTHERS TOTAL

FOR No. of. No. of. No.of. %

SELECTING respondents % Respondents % Respondents

THE TYRE
1. Price 20 33.3 9 22.5 29 29
2. Advertisement 10 16.7 6 15 16 16
3. Quality 5 8.3 10 25 15 15
4. Price quality 25 41.7 15 37.5 40 40
TOTAL 60 100 40 100 100 100
Source: Primary data

Inference:

The above table shows percentage of respondents says reason for

selecting the brand 41.7% of the respondents selects for priced quality,

33.3% of the respondents selects for price. 8.3% of the respondents

selects for quality, 16.7% of the respondents selects for advertisement.

37.5% of the respondents for priced quality in other brand.

Most of the respondents selects for period for priced quality of the

product.

52
 Table – 4.1.7

Table showing the percentage of using Birla tyre.

S.No No. of years

using Not satisfied Satisfied Better Excellent Good Total Percentage
1. For 1 year 1 3 2 2 4 12 20%
(12.5%) (15%) (28.5%) (20%) (26.7%)
2. For2 year 2 5 2 4 5 18 30%
(25%) (25%) (28.5%) (40%) (33%)
3. For 3 years 1 5 1 1 3 11 18.3%
(12.5%) (25%) (14.2%) (10%) (20%)
4. For 4 year 3 3 1 1 2 10 16.7%
(37.5%) (50%) (14.2%) (10%) (13.5%)
5. More than 5 1 4 1 2 1 9 15%
year (12.5%) (20%) (14.2%) (20%) (26.4%)
TOTAL 8 20 7 10 15 60 100%
Source: Primary data

53
Inference:

The above table shows source of satisfaction of tyre grip using no

of years 37.5% of respondents are not satisfied after usage of 4 years 20%

satisfied after more than 5 years. 28.5% say that better grip after use two

years. 40% of respondents say that excellent after used for 2 and above 5

years. 33.3% says that good after use of two years.

Most of the respondents are satisfied after two years and above 5

years.

54
 Table – 4.1.8

Table showing the percentage of respondents using different type of vehicles and type of brand they use.

S.No Type of Birla Ceat Dunlop JK tyre Good years

vehicles Total Percentage

1. Jeep 30 4 3 2 1 40 40%

(50%) (26.7%) (30%) (22.2%) (16.7%)

2. Car 20 8 5 4 3 40 40%

(33.3%) (53.3%) (50%) (44.4%) (50%)

3. Van 10 3 2 3 2 20 20%

(16.7%) (20%) (20%) (33.3%) (33.3%)

TOTAL 60 15 10 9 6 100 100%
Source:PrimaryData data

55
Inference:

The above table shows the percentage of respondents using various

vehicles with various brands 30% of respondents using jeep with Birla

tyre 20% of the respondents using car with Birla tyre. 16.7% of the

respondents using van with Birla tyre. 53.3% of the respondents using car

with cheap tyre. 50% of the respondents using car with Dunlop 44.4% of

the respondents using car with JK tyre; 50% of respondents split early use

car with a good year tyre.

Most of the respondents using cars with their brands.

56
 Table – 4.1.9
Table showing the effective relation between media advertising & various brands.
S.No Type of
vehicles Birla Ceat Dunlop JK tyre Good years Total Percentage
1. Newspaper 10 3 3 2 1 19 40%
(16.7%) (20%) (30%) (22.2%) (16.7%)
2. Magazine 11 2 1 1 1 16 16%
(18.3%) (13.3%) (10%) (11.1%) (16.7%)
3. Cinema 6 1 2 2 2 13 13%
(10%) (16.7%) (20%) (22.2%) (33.3%)
4. Television 15 4 3 3 1 26 26%
(25%) (26.7%) (30%) (33.3%) (16.7%)
5. Radio 14 2 1 1 1 19 19%
(23.3%) (13.3%) (10%) (11.1%) (16.7%)
6. Sports 4 3
sponsoring (6.7%) (20%) - - - 7 7%
TOTAL 60 15 10 9 6 100 100%
Source: Primary data

57
Inference:

The above table shows the relations between media of advertising

various of brands 25 respondents says Television. 18.4% of the

respondents says magazines. 16.7% of the respondents says News paper.

23.3% says Radio is effective media. 13.3% of the respondents says

magazines is effective for ceat brand. 10% of the respondents says

magazines is effective for Dunlop. 33.3% respondents says magazine is

effective for JK tyres. 33.3% of the respondents say effectively that

media for good year tyre.

Most of the respondents sponsoring to sports is effective media for

Birla brand but other brands respondents says magazines is effective

media for advertising.

58
 Table – 4.1.10

Table showing the difference between age group and selection of their brands.

S.No Age group Birla Ceat Dunlop JK tyre Good years

Total Percentage
1. Below 20 5 3 1 2 1 12 12%
(8.33%) (20%) (10%) (22.2%) (16.7%)
2. 21 – 30 20 5 4 2 2 32 32%
(50%%) (33.3%) (40%) (22.2%) (33.3%)
3. 31 – 40 14 4 2 3 1 25 25%
(23.3%) (26.7%) (20%) (33.3%) (16.7%)
4. 41 – 50 11 2 3 1 1 18 18%
(18.3%) (13.3%) (30%) (11.1%) (16.7%)
5. Above 51 10 1 1 1 10 10%
(16.7%) (6.7%) - (11.1%) (16.7%)
TOTAL 60 15 10 9 6 100 100%
Source: Primary data

59
Inference:

The above table shows the percentage of age group using Birla

tyres and other brand respondents of 21-30 age group are maximum have

50 and 16.7% of the respondents belongs to above 51 using Birla tyres.

33.3% of the respondents belong to 21 – 30 age group using ceat tyre. 40

of the respondents using Dunlop at age group 21 – 30. 33.3% of the

respondents using JK tyre in age group of 31 – 40. 33.3% of the

respondents using Good year in age group of 21 – 30.

Most of the respondents were using Birla brand at the age group

21 – 30.

60
 Table – 4.1.11

Table showing the rank of satisfaction of Birla tyres with following

factors.

S.No Factors High Medium Low Total

Satisfaction Satisfaction Satisfaction

1. Price 55 5 - 60
2. Durability 35 20 5 60
3. Availability 30 20 10 60
4. Quality 29 19 12 60
Source : Primary Data

Table 4.1.11(a)

61
 Table showing the satisfaction of the respondents on the basis of

Weighted mean.

Factors Rank of satisfaction

Price (1.00)
Durability (1.86)
Availability (1.77)
Quality (1.87)
Source : Computed

Regarding price factors consumer are highly satisfied.

Regarding durability, availability and quality consumer are

mediumly satisfied.

CHAPTER – V

FINDINGS AND CONCLUSIONS

62
5.1Findings

With the help of analysis made in previous chapter IV and V the

following findings are made.

 The number of respondents are 100. 93% of the respondents

belongs to male group and 7% of the respondents belongs to female

group.

 35% respondents belongs to 21-30 age groups.

 32% of the respondents belongs to primary education qualification.

 36% of the respondents belongs to business people.

 33% of the respondents belongs to Rs.5000-8000 of monthly

income.

 90% of the respondents having light vehicles.

 40% of the respondents possesses only one vehicle.

 39% respondents using car.

 43% respondents using Birla tyre.

 33% of respondents aware throughout friends about Birla tyre.

 41.7% of respondents influences by price and quality.

63
 37.5% of respondents using Birla tyre in with not satisfied after

using 4 years.

 30% of respondents using jeep with Birla tyre.

 25% of respondents says effective media for Birla tyre

advertisement is Television.

 50% of the respondents belongs to 21-30 age groups using Birla

tyre.

 With records to price factors respondents are highly satisfied.

 With records to durability availability and quality respondents are

medium satisfied.

64
5.2 Suggestions

Advertisement of the Birla tyre should be improve through out

various media durability of the Birla tyre should be improved for

transportation, quality of the Birla tyre should be improved carry heavy

loads availability of the Birla tyre should be improved by increasing

channel distribution. Birla reatial tyre should be improved to have good

transportation and provide damage of the vehicles.

Company should give prepare instructions to the dealer about the

new model of the tyre launching in the market. Birla company should

give attractive schemes. Periodically to increase Birla market share. Price

of the Birla tyre is satisfied that should be maintained to have good

market competition.

Dealers should give prepare responses of the consumer about the

Birla tyre to pick up more number of consumers. Birla tyre should be

improved and tyre grip should be maintained to prevent accident.

Atlast advertisement of the Birla tyre shoud be improved to have

more number of consumers in futures.

65
5.3 CONCLUSION

From the study the Birla tyre has number of advantages in market

segment in the increase quality and the decrease in the price is liked by

most of the respondents. Increased in the quality of the tyre result in high

retaining.

More availability of create facilities provide by the manufacturers

is used to increase the sale value of the Birla tyre.

66
 APPENDIX

BIBLIOGRAPHY

1. Wholgast, E.H, “Do Hasjandsor wives make the purchase decisions

“journal of marketing, October, 1958. PP152 – 158.

2. Webster, Fredrick.F.Marketing for manager, 1974.P

3. Maslow A.H. Motivation and personality 1954, PP 80-85.

4. Carter, M.G. Sales Conter Craft PIII.

5. Sciffaman, Lean G. and Lesline Lazer Knuk, Consumer behaviour

practice prentice Hall P.4 2978.

6. Williams, Tererl G.Consumer behaviour, fundamentals and strategies;

west publishing company., P.14, 1982.

7. Kotler Philip, Marketing Managemetn, Analysis, Planning and

Control Prentice Hall PP74-81.

8. Oxenfeldt, Alfred executives action in marketing wordsworth

publishing.

9. Williams, Terrell G.op.cit P.93.

67
10.Bettman, Jamco R. An information procession theory of consumer
choice. Addition Wesley P.97.2979.

11. Assael, Genry, Consumer behaviour and Marketing Action. Kent

publishing Co.,P.548, 1981.

12. Wight John will is L.Winter Jr and Sherilyn K.Ziegler advertising,

Mc.Graw Hill Chapter Chapter.II 1982.

68
 KANDASWAMY KANDAR’S ARTS & SCIENCE COLLEGE
VELUR - 638182

A STUDY ON CONSUMER SATISFACTION TOWARDS

“BIRLA TYRE” OF LIGHT VEHICLES IN SALEM TOWN.

QUESTIONNAIRE –CUM- SCHEDULE

1. Name :

2. Address :

3. Sex

(a) Male [ ]

(b) Female [ ]

4. Age

(a) Below 20 [ ]

(b) 21 - 30 [] (c) 31 - 40

[ ] (d) 41 – 50 [ ]

(e) Above 51 [ ]

5. Educational Qualification

(a) Illiterate [ ]

(b) Primary [ ] (c) Secondary

69
 [ ] (d) Graduation [ ]

(e) Post graduation [ ]

6. Occupation

(a) Private service [ ]

(b) Government service [ ] (c) Business

[ ] (d) Student [ ]

(e) House wife [ ] (f) Professional

[ ]

7. Monthly income

(a) below 5000 [ ]

(b) 5000 - 8000 [ ] (c) 8000 -

11000 [ ] (d) 11001 - 14000 [ ]

(e) above 14000 [ ]

8. How many light vehicles you have ?

(a) One [ ]

(b) Two [ ] (c) Three

70
 [ ] (d) Four [ ]

(d) more than four[ ]

9. What type of vehicles you have ?

(a) Jeep [ ]

(b) Car [ ] (c) Van

[ ]

10. Which type are you using?

(a) Birla [ ]

(b) Ceat [ ] (c) Dunlop

[ ] (d) JK tyre [ ]

11. What type of tyre are you using?

(a) Rebuiled [ ]

(b) New [ ]

12. How you come to know about this tyre ?

(a) Through family

members[ ] (b) Relatives [ ] (c) Friends

[ ] (d) Neighbours [ ]

71
 (e) Advertisement [ ] (f) Others

[ ]

13. Reasons for selecting the tyre ?

(a) Price [ ]

(b) Advertisement [ ] (c) Quality

[ ] (d) Price & Quality

[ ]

14. How long are you using this tyre ?

(a) For one year [ ]

(b) For two years [ ] (c) For three

years [ ] (d) For four years [ ]

(e) More than five years[ ]

15. How many of your relatives (or) friends using

Birla tyres (a) No body [ ] (b)

One family [ ] (c) Two family [ ]

(d) Three family [ ] (e) All my relatives

and friends [ ]

72
16. Opening about tyre grip

(a) Excellent [ ] (b) Satisfied [ ]

(c) Better [ ] (d) Good [ ]

(e) Not satisfied [ ]

17.Opening about the Price of Birla tyres ?

(a) High satisfied [ ] (b) Satisfied [ ]

(c) Not satisfied [ ] (d) No idea [ ]

18. Rank your satisfaction with your tyre on the following factors.

FACTORS HIGH MEDIUM NO

SATISFIED SATISFIED SATISFIED

(a) Price
(b) Durability
(c) Availability
(d) Quality

19. W

hich kind of media do you think as the most effective media of

advertising tyres.

73
 (a)

News paper

[ ]

(b)

Magzines

[ ] (c)

Cinema

[ ]

(d)

Radios

[ ] (e)

Sponsoring sports [ ]

20. A

ny suggestions.

74
 _____________________________________________________.

Yours sincerely
Date :
Place :

 THANKING YOU

List of Tables
Table No Title of the Table Page no
3.2.1 Table shows the distribution of respondents on

the basis of sex

3.2.2 Table showing the percentage of different age

75
 groups of the respondents
3.2.3 Table showing the percentage of different
education qualification of the respondents
3.2.4 Table showing the percentage of different
occupation of the respondents
3.2.5 Table showing the percentage of different level

of monthly income of the respondents

4.1.1 Table showing the percentage of the respondents

having light vehicle

4.1.2 Table showing the number of vehicles posses by

the respondents
4.1.3 Table showing the percentage of the respondents

using different type of vehicles

4.1.4 Table showing the percentage of the respondents
using the various brands of tyre
4.1.5 Table shows that sources of awareness of

respondents
4.1.6 Table shows factors that influences of

respondents
4.1.7 Table showing the percentage of using Birla tyre
4.1.8 Table showing the percentage of respondents
using different type of vehicles and type of brand
they use
4.1.9 Table showing the effective relation
between media advertising & various
brands
4.1.10 Table showing the difference between age group

and selection of their brands

4.1.11 Table showing the rank of satisfaction of Birla

tyres with following factors

76
4.1.11(a) Table showing the satisfaction of the respondents

on the basis of Weighted mean

List of Figures

Fig. No. Particulars Page. No

1.
Sex wise distribution of the respondents
2.
Age group of the respondents
3.
Educational Qualification of the respondents
4.
Occupation of the respondents
5.
Monthly income of the respondents
6.
Respondents having light vehicle
7.
Number of vehicles possessed by the
respondents

77
 8.
Type of Vehicle used by the respondents
9.
Respondents using different types of tyres

Contents

PARTICULARS PAGE.
CHAPTER.
NO NO
1.
INTRODUCTION
STATEMENT OF THE PROBLEM
IMPORTANCE OF CONSUMER SATISFACTION STUDY
NEED OF THE STUDY
SCOPE OF THE STUDY
OBJECTIVES OF THE STUDY
CHAPTER DESIGN
2.
CONCEPTS AND METHODOLOGY
INTRODUCTION ABOUT CONSUMER SATISFACTION
METHODOLOGY
LIMITATIONS OF THE STUDY
3. REVIEW AND PROFILE OF THE STUDY
REVIEW OF RELEVANT LITERATURE

PROFILE OF THE RESPONDENTS

4. DATA ANALYSIS AND INTERPRETATION

78
 5.
FINDING AND SUGGESTIONS
FINDINGS

Suggestions
CONCLUSION

APPENDIX
BIBLIOGRAPHY

Questionnaire

A STUDY ON CONSUMER SATISFACTION TOWARDS

BIRLA TYRES OF LIGHT VEHICLES IN SALEM TOWN

PROJECT WORK
Submitted in the Periyar University, in partial fulfillment of the
requirement for the award of the degree of
Bachelor of Business Administration

Submitted by

S.GOPAL
REG. NO : 04AHA1796

Under the supervision of

Mr. M. SEKAR M.B.A., M.Phil.,
Lecturer in Business Administration
Kandaswami Kandar’s College

Velur (Namakkal) 638 182

79
 Department of Business Administration

Kandaswami Kandar’s College

(Accredited with Five Star by NAAC)
Velur (Namakkal)-638 182

March –2007

Certificate
This is to certify that the project work entitled “A STUDY ON

CONSUMER SATISFACTION TOWARDS BIRLA TYRE OF

LIGHT VEHICLES IN SALEM TOWN” is a bonafide work carried

out independently by S.GOPAL under my supervision during the year

2006-2007 the partial fulfillment of the requirement for the award of

B.B.A Degree and diploma, associate ship fellowship or any other similar

title.

Signature of the H.O.D Signature of the Guide

80
Internal External

M. SEKAR M.B.A., M.Phil.,

Lecturer in Business Administration,
Kandaswamy Kandar’s College,
Velur – 638 182
Namakkal District

Certificate
This is to certify that the project work entitled “A STUDY ON

CONSUMER SATISFACTION TOWARDS BIRLA TYRE OF

LIGHT VEHICLES IN SALEM TOWN” project report submitted to

the Periyar University. Salem, in partial fulfillment of the Degree of

Business Administration a record of the original work done by

S. GOPAL [Reg. No 04AHA1796] under my supervision during the

academic year 2006-2007.

81
 Signature of the Guide

DECLARATION

I hereby declare that the project work entitled “A STUDY ON

CONSUMER SATISFACTION TOWARDS BIRLA TYRE OF

LIGHT VEHICLES IN SALEM TOWN” has been original work done

by me under the supervision of Mr.M. SEKAR M.B.A., M.Phil.,

Lecturer in Business Administration, Kandaswamy Kandar’s College,

Velur (Namakkal) and that the project work has not formed basis for the

award of any degree, diploma associateship fellowship or any other

similar title.

Candidate signature

Date: ( S.GOPAL )

82
Place:

ACKNOWLEDGEMENT
I extent my sincere thanks to Mr. M. RATHINASABAPATHI.

B.A., B.T., Chairman, Kandaswami Kandar’s Trust, Velur-Namakkal, for

provided me a Golden Opportunity to pursue my research study in

Kandaswami Kandar’s college, Velur (Namakkal) during 2006-2007 on

full time basis for the award of the degree of bachelor of business

administration.

My heartful thanks are due to DR. R. SOMASUNDARAM,

M.B.B.S., M.D., and President Dr. K.P.K NEDUNCHEZHIAN.

M.B.B.S., MLA. Vice President, Kandaswami Kandar’s Trust Velur-

Namakkal, Who Provided us all the necessary facilities during the course

of this study.

83
 My heartful thanks are due to Dr. P. SINGARAVELU. M.Com.,

Ph.D., Principal (I/c) Kandaswami Kandar’s College, Velur- Namakkal,

for the encouragement he rendered us in doing the project report well.

I also whole-heartedly thank S. RAJA. M.Com., M.B.A., M.Phil.,

Ph.D., HOD of Business Administration, for the encouragement given by

him.

My sincere debt of gratitude goes to my guide

Mr. M. SEKAR M.B.A., M.Phil., Lecturer in Business Administration,

Kandaswamy Kandar’s College, Velur, for this valuable suggestion and

guidance .

I especially convey my sincere thanks to my Parents and Friends

who helped me in all Circumstance for the successful completion of my

dissertation Work.

( S. GOPAL )

84